Multimodal Branding of Indonesian Online Promotional Discourse in Hospitality Industries

This study aims to look closely at the branding values and semantic ties of the Indonesian online promotional discourse of hospitality industry and eventually to recognize their generic patterns, social implications and interface verbally and visually. 15 online promotional texts of flight, hotel, and tourism destination were scrutinized using SFL meta functions analytical lens to see the ideational, interpersonal, and textual meanings in an integrated way. Besides, the analysis was also informed by the frameworks of Kress, Leeuwen, and O’Toole. Besides, interviews with three informants were conducted for a more balanced results between the branding values created by the industries and their customers’ branding awareness. The study shows that not all the verbal branding values were translated visually. However, they set up a complementary role to strengthen their promotional functions. In many ways, cultural uniqueness is used as competitive selling points by the management. For pedagogical purposes, an integrated study of verbal and visual texts is believed to be crucial and needs to be accommodated in the