AN ANALYSIS OF LANGUAGE READINESS IN TOURISM SECTORS: A CASE STUDY OF FIVE POPULAR DESTINATIONS IN PALEMBANG

KURNIA, DELA (2025) AN ANALYSIS OF LANGUAGE READINESS IN TOURISM SECTORS: A CASE STUDY OF FIVE POPULAR DESTINATIONS IN PALEMBANG. Other thesis, UNIVERSITAS BINA DARMA.

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Abstract

This research analysis language readiness at five popular tourist destinations in Palembang City: Jembatan Ampera, Kemaro Island, Pempek Village, Benteng Kuto Besak, and Sultan Mahmud Badaruddin II Museum. The study aims to evaluate the current level of language readiness and identify communication barriers faced by tourism actors. Using a qualitative descriptive case study approach, data were collected through structured observations, semi-structured interviews with 11 informants (destination managers, tour guides, traders, and transportation providers), and documentation analysis. The findings reveal significant variation in language readiness levels across destinations. Sultan Mahmud Badaruddin II Museum demonstrates the highest readiness with QR code audio guides and English information boards, while Pempek Village shows the lowest readiness lacking multilingual infrastructure. Key barriers include limited vocabulary, accent differences, lack of confidence among staff, and absence of formal language training programs. The study concludes that systematic language training programs, improved multilingual infrastructure, and technology adoption are essential for enhancing tourist experience and destination competitiveness.

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