English in Cultural Tourism Advertising: A Critical Discourse Analysis of Bali’s Official Tourism Website

Abstract

This study examines how the Bali Tourism Department’s English-language website mediates cultural representation for global audiences. Through qualitative critical discourse analysis, it investigates three interconnected dimensions including selective cultural highlighting, identifying which Balinese traditions are foregrounded or omitted; persuasive linguistic framing, analysing how emotive lexis, imperatives, and exoticizing metaphors reconstruct authenticity; and implied tourist identity, revealing whose cultural knowledge is privileged through translation choices. Findings expose tensions between market-driven commodification and cultural integrity, demonstrating how English functions as a hegemonic filter that simplifies complex traditions into consumable experiences. The research contributes to sustainable tourism discourse by advocating for ethically informed digital marketing strategies that centre Balinese voices and resist reductive stereotyping. Recommendations address post-pandemic tourism recovery priorities, including platform localization and audience-inclusive content design.