Speech Acts Found in English Tourism Slogans Used in Indonesia

The research aims at describing the types and functions of speech acts in the tourism slogan in Indonesia. There has already been much research on tourism slogan, but only a few studies focusing on linguistics. To broaden the study of tourism slogans from a linguistics perspective, the research focuses on the speech acts in the tourism slogans. It belongs to descriptive qualitative research by focusing on the phenomena of tourism slogans in society. The data of the research are tourism slogans of some cities in Indonesia found on the internet. The technique of data collection used is content analysis. The technique of data analysis consists of data reduction, data display, and verification. There is no data reduction in this research. Data is displayed in the table and the last step data is analyzed based on the problem statements. The researchers found 31 data of tourism slogans. There are 4 types of speech acts in tourism slogans namely representative speech acts (13 data), directive speech acts (7 data), commissive speech acts (3 data), and expressive speech acts (8 data). The researchers find 3 functions of speech acts in the tourism slogan such as giving information about the history of the city, nickname of the city, hope or idea of the city (19 data), asking (7 data), and promising (5 data). The findings show that there is a tendency to be very simple in the slogans found. Besides, the slogans come with an exclusive appeal by emphasizing the effective component in the message.Keywords: tourism, slogans, speech acts. 


INTRODUCTION
Indonesia is known as an archipelago country with more than 17,000 islands in South East Asia. Besides, Indonesia is blessed with various natural resources. Furthermore, having many islands makes Indonesia rich in cultural resources as well like languages, dances, customs, and traditional clothes. Both the natural and cultural resources can give benefits to the Indonesian government if they are well managed. One of them is by empowering the tourism potency of the island (Setiawan, 2015).
Even though all the management of tourism in Indonesia is under the ministry of culture and tourism in Jakarta, the government allows the local governments to manage their tourism potency. Based on the Central Statistics Agency (Biro Pusat Statistic), there are only twelve provinces in Indonesia that are visited by domestic and foreign tourists. Those provinces are Bali, West Java, Central Java, East Java, DKI Jakarta, West Sumatera, Lampung, South Sulawesi, South Sumatera, Banten, and North Sumatera .Whereas, there are still many other provinces especially East Indonesian provinces with their cultural and tourism potency that can be introduced to attract a great number of domestic and foreign tourists (RH, 2011). There are many marvelous tourism resorts in East Indonesian Provinces such as West Papua with Raja Ampat, South East Sulawesi with Wakatobi Island. The provinces blessed with the exotic natural beauty hopefully can give contribution for the national income. It becomes a new challenge for the local government to promote and market their tourism potency (Setiawan, 2015) One way to promote the tourism potency is by creating tourism slogan dealing with a city or a province. The main objective of tourism image design is to raise tourists' knowledge of the destination, to enhance local tourism's competition, and to encourage regional tourism expansion (Chen&Zhu,2016). Huadhom&Trakulkasemsuk (2017) write that tourism slogan is a verbal media used in transforming meaningful message so that in advance it can persuade the tourists to visit certain tourist destination. Tourism slogan can be used to create national branding (Gali, Camprubi & Donaire, 2016). It happens the same way of tourism slogan of a city. Creating a tourism slogan of a city hopefully can create the city branding so that it can attract tourists to visit the city.
Promoting local tourism is as important as promoting national tourism. Tourism slogans have an important role in promoting it. Tourism slogan can be an effective way to promote tourist destinations and enable the consumers to receive and remember the information of it (Huang&Lin,2017). One of tourism slogans used successfully in tourism marketing is the slogan of New York, namely I Love New York in 1970. After that many tourist destinations tried to create such kind of slogans to attract public interest (Huang&Lin,2017) Some of us perhaps are familiar with Solo the Spirit of Java, Enjoy Jakarta, Jogjakarta Never Ending Asia. They are examples of tourism slogans of some cities in Indonesia. These tourism slogans hopefully can be a brand image for the city or province, so that the slogan must be informative, memorable, and marketable. There are still many other slogans such as Bali Simply the World's Best Island, Sparkling Surabaya, Semarang the Amazing Java, however, only few people know about those slogans.
Slogan usually uses text form in the marketing and advertising (Doyle in Huang&Lin, 2017). Slogan is a memorable word, phrase or sentence used to advertise a person, a group, a product (Alsari & Rosa, 2013). Supphellen and Nygaardsvik in (Huang&Lin,2017) mention that slogan is short phrases that communicate descriptive and persuasive information Huadhom&Trakulkasemsuk (2017) conclude that slogan is a kind of ads that can be phrases or short sentence (in syntactic form) and functions to convey the identity, image and goodness of a certain company, product, service and organization to the consumers. In short we can say that a slogan is one of language phenomena since a slogan uses language (words, phrases, and sentences) as its media.
In addition, a slogan can be used as a means of communication because a slogan carries message for the readers or listeners or consumers. As a means of communication involving the speaker (the slogan maker), the listener and the messages, a slogan can be a form of speech act.
Speech act is introduced firstly by Austin. Actions performed via utterances are generally called speech acts (Yule,1996). Speech act belongs to pragmatics study in which there is particular intentional purpose beyond what the speakers say through their words, phrases, and sentences (Hidayat, 2016). An utterance with speaker's intention which can give effect on the listener is a speech act (Laosrirattanachai & Panyametheekul, 2018). (Alkitri, 2011) writes that speech act happens when the speakers try to achieve their intended actions through a language and when the listeners try to deduce the intentional meaning of the speakers. There is an action that can be performed through an utterance in slogan. A slogan can be used to ask someone to do something, for example Enjoy Jakarta can be interpreted as requesting people to visit and enjoy Jakarta.
A slogan, as a speech act, consists of locution, illocution, and perlocution level. Austin in (Chiluwa, 2007) defines three kinds of act in an utterance. First is the locutionary act that is defined as the act of saying utterance using the grammar, phonology and semantics of the language, second is the illocutionary act that is defined as the intended meaning of certain utterance such as promise, command, criticism, greeting, declaration, and so on, third is the perlocutionary acts which happen when the utterance said achieves certain feedback or effect such as embarrassment, fear, confusion, enjoyment, or amusement. The locutionary act is the act of saying something, the illocution act is the act of doing something, and the perlocutionary is the
Meanwhile, the illocutionary act is the performative level of the speakers' utterances with intended meaning. The illocutionary acts can be ordering, apologizing, naming, thanking, warning, etc. in which the term speech acts actually refer to them. The perlocutionary act refers to the utterances leaving on impact on the listeners. Enjoy Jakarta is in the locution level when it is only said or written without any intention. However, Enjoy Jakarta with requesting meaning shows that the slogan is in illocution level. It is in the perlocution level when Enjoy Jakarta can give effect to the listener (the society) so that many locals and foreigner tourists visiting Jakarta.
Speech acts can be classified into five, i.e. declarative, representative, expressive, directive and commissive Yule (1996), Searle in (Laosrirattanachai & Panyametheekul, 2018). Declarations are those kinds of speech acts that change the world via their utterance (Yule,1996). In this speech act, the speakers' utterances change the world or the situation through the words they use in their utterances. Searle in (Laosrirattanachai & Panyametheekul, 2018) defines that declaration is utterances with formal state giving expeditious impact. The speakers must have a particular role, be in a particular context so that they can perform a declaration appropriately. For example I now pronounce you husband and wife. The declaration of husband and wife in a marriage ceremony can only be appropriate if it is spoken by the priest. (Wardani, 2018) mentions that declaring, baptizing, firing from employment, hiring, and also asserting belong to declaration speech act.
Representatives or assertive are those kinds of speech of speech acts stating what the speaker believe to be the case or not (Yule, 1996). Searle in (Laosrirattanachai & Panyametheekul, 2018) defines representative speech act happens when the speakers utterances is the truth of the world around the speakers. In this speech act, the speakers use the words in their utterances that fit the world (of belief). There are some examples of representative speech acts such as statement of fact, conclusion, description, and assertion. The example of representative is It is a bright day. The speaker describes the day as a bright day based on the situation in that day. Asserting, stating, concluding, boasting, describing, and suggesting belong to representative speech acts (Wardani,2018).
Expressive are those kinds of speech acts that state what the speaker feels. The speaker makes the words they use in utterances fit the world (of feeling). Searle in (Laosrirattanachai & Panyametheekul, 2018) states that when the speakers express the utterance relating to the psychological condition refers to expressive speech acts. Statement of pleasure, pain, likes, dislikes, joy or sorrow are included in expressive speech act. The utterance with expressive speech act is Congratulation! This expression states the happiness of the speaker for someone's success.
Expressive speech acts relate to some expression with some psychological states such as greeting, thanking, apologizing, complaining, and congratulation (Wardani, 2018).
Directives are those kinds of speech acts that speakers use to get someone else to do something (Yule,1996). Searl in (Laosrirattanachai & Panyametheekul, 2018) states that directive speech act happens when the speakers' utterance tries to get the listeners do something. In this case, the speaker wants someone to do some actions. Those expressions can be as order, request, command and suggestion such as Give me a cup of tea. (Wardani, 2018) mentions some expressions that belong to directive speech acts such as requesting, advising, commanding, challenging, inviting, daring, and entreating.
Commissives are those kinds of speech acts that speakers use to commit themselves to future action. They express what the speaker intends. Searle in (Laosrirattanachai & Panyametheekul, 2018) writes that commissive speech act happens when the speakers' utterances deal with an action in the future. (Wardani, 2018) writes that expressive speech acts can be seen in the form of promising, pledging, threatening, vowing, and offering.
The writers feel interested to analyze the tourism slogans found in Indonesia from linguistics perspective. The research aims at describing types of speech acts and its function found in the English tourism slogans used in Indonesia. There have already been studies on tourism slogans, however, most of them focus on business, marketing, and advertising and only few focus on linguistics (Hudhom&Trakulkasemsuk, 2017) The studies are (1) (Malenkina & Ivanov, 2018). The research shows that the target tourism discourse is used inform the tourist but the main function is to persuade them, thus need to maximize the language in the tourism promotion. Another study done by Gali, Camprubi and Donaire, in 2016 aims at examining the characteristics of 150 tourism destinations around the world in the level of national, regional and local (Gali, Camprubi & Donaire, 2016). The findings show that there is a tendency to be very simple in the slogans found. Besides, the slogans come with an exclusive appeal by

Types of Speech Act used in Tourism Slogans
The writer found 31 data of English tourism slogan. The data are classified based on types of speech acts. The classification can be seen in the following table;

Representative speech acts
The representative slogan used in this slogan deals with the description and fact about the cities, provinces, and islands using the slogan. There are 13 data classified into representative

Directive speech acts
It deals with asking someone to do something. The writers found 7 slogans belonging to directive speech act. Those slogans belong to directive speech acts because the slogans' ends are to ask the readers to do what the slogans say. The slogans use imperative sentence to show the directive action. Most the slogans are started with Infinitive Verb such as Come, Explore, Enjoy, and Experience.    Padang, Your Motherland, this slogan promises that Padang will always be the motherland for everyone visiting it. Padang is the capital city of West Sumatra in Indonesia. Padang with its beauty, hospitality, and delicious food will give comfort for everyone staying there as if they are in their motherland. Banda Aceh, The Spiritual Destination City. Banda Aceh is the capital city of Aceh (now Nangroe Aceh Darussalam) in Indonesia. Aceh Province itself is known as Serambi Mekah (The Veranda of Mecca), a name that is full of religious nuance, faith and devotion to Islam. Mecca is the holy city for Moslem people. Aceh is given that name for some reasons. Aceh was the first gateway where Islam came to Indonesia and Aceh was the terminal for all Indonesian Moslem who wanted to perform Haj in Mecca in the past time. Before performing their haj, they had to spend six months staying in Bandar Aceh Darusalam (the previous name of Banda Aceh capital city). Besides, there was the first Islamic Kingdom found in Aceh, called Samudra Pasai Kingdom (2020, Januari 19). So Aceh has been well-known for its spiritual nuance since the old time.
Nowadays, Banda Aceh as the capital city of Nangroe Aceh Darussalam promises that it will become spiritual tourist destination for everyone.

Expressive speech acts
It deals with slogans used to express feeling about something. There are 8 slogans belonging  Sparkling Surabaya is a slogan belonging to Surabaya as the capital city of East Java in Indonesia. It is the second largest city in Indonesia after Jakarta. Surabaya government tries to create Surabaya as a comfort, safe and environmentally friendly city for everyone. Surabaya offers a clean and green modern city. As a modern city, Surabaya tries to provide complete public facilities so that everyone staying in Surabaya feels enjoyable. Besides, there are several city parks in the city so that everyone feels cool and comfort there. Those are several efforts to make Surabaya sparkling.

Functions of Speech Act used in Tourism Slogan
There are three functions of English tourism slogan used in Indonesia such as:

Giving information
The slogan may use as a media to give some information. The researchers found 19 data of slogan for giving information. Those data then can be classified based on the content of the information, such as; historical information, nickname, future dream,, and location.
Historical information can be found on the slogan from several towns such as Palembang Manado. Another example is Gorontalo: The Hidden Paradise. The slogans promise that by visiting Gorontalo, the visitors will find and enjoy the beauty of Gorontalo which is compared to that of paradise. Gorontalo is one of the cities in Sulawesi province which is very well-known for gorgeous beaches, marvelous sea park. Those are just like the hidden paradise especially for those who fond of diving and marine tourism.

CONCLUSION
Tourism slogan is one way that can be applied to introduce and promote the tourism potency belongs to a town or country. Hopefully, the domestic and foreign tourists will be eager to visit them. As one of the countries having many tourism attractions, having tourism slogan for each towns is very necessary.
As one of language phenomena, a slogan has several items to be analyzed from linguistics perspective such as its speech act. Having analyzed the tourism slogans found in Indonesia, the researchers concludes that (1) there are 4 types of speech acts used in tourism slogan, namely representative speech acts, directive speech acts, commissive speech acts, and expressive speech act, (2) There are 3 functions of speech acts used in tourism slogans, namely giving information dealing with the historical background, name, and hopes of certain town. The other functions are asking and promising. The researchers believe that this research is still away from being perfect, so hopefully there will be another research to complete it. Other researchers may have a research about tourism slogan that focuses on the figurative language used or they also can have a research on tourism slogans around the world such as Malaysia True the Asia, Japan Endless Discovery, Amazing Thailand, etc.