The Effectiveness of Multilingualism at Tourism Brochure: A Sociopragmatics Study

Language research in the tourism sector has not been widely conducted, especially on the effectiveness of the use of multilingualism with 3 languages (Madurese, English, and Indonesian). This research using quantitative descriptive methods to investigate the effectiveness of multilingualism in tourism brochures in Bangkalan, Madura. This study used a questionnare as instrument which was given randomly to respondents. There were 132 respondents who filled out the questionnaire in September 2024. This study used a sociopragmatic approach to see the reader’s response regarding the use of multilingualism in tourism brochures that focused on the use of language in the community through the EPIC model (Empathy, Persuasion, Impact, and Communication). The results of data processing on the questionnaire given showed that the EPIC rate model score was 3.935 in the effective category. This findings found of multilingualism in digital tourism brochures is considered effective as a tourism promotion media. Not only that, the contribution of the use of multilingualism in digital tourism brochures is 78.85% with an effectiveness level in the effective category. These results indicate that the category of multilingualism use in tourism brochures is effective in attracting tourists to visit Bangkalan. The implications of this study indicate that tourism brochures written using certain language variations can be applied to attract tourists to visit a tourist attraction so that an understanding is needed regarding the selection of interesting words and effective language in making advertisements in tourism brochures in Bangkalan, Madura.