Words of Wonder: Persuasive Language in Promoting Mengening Temple, Bali
DOI:
https://doi.org/10.51713/jotis.2025.5171Keywords:
cultural heritage, interest of visit, mengening temple, persuasive language, tourism advertisingAbstract
Mengening Temple, located in Tampaksiring Village, Gianyar, Bali, possesed historical and cultural richness with great potential to be developed as a tourist destination. However, it called for suplementary promotional tactics to elevate the interest in visiting the temple. This study explored the role of persuasive language in advertising this historical site and how it might boost the number of visit. Direct observation and in-depth interviews with the temple’s caretakers, Gianyar's Cultural Office, and local tour guides were conducted to discover the temple's history and current condition. An online survey was conducted using random sampling to 40 respondents and the results were tabulated using the Smart PLS application to analyse the effects of persuasive language and storynomics to the interest in visiting. The results showed that: (1) Persuasive Language (X) has a significant positive influence on Interest in Visiting (Y) (P-Value = 0.006); (2) Persuasive Language (X) has a significant positive influence on Storynomics (Z) (P-Value = 0.000); (3), Storynomics (Z) has a significant positive influence on Interest in Visiting (Y) (P-Value = 0.000); and (4) the Z variable (Storynomics) does not strengthen the influence of X (Persuasive Language) on Y (Interest in Visiting).
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