Journal of Tourism and Creativity Vol. 9 No. 2 2025 - P-ISSN: 2549-483X E-ISSN: 2716-5159
SEMIOTIC ANALYSIS OF THE POSTER FOR THE BANYUWANGI TEPI SAWAH MUSIC FESTIVAL: REPRESENTATION OF LOCAL TRADITIONS AS A STRENGTHENING TOOL FOR SUSTAINABLE TOURISM
A. R. N. Azizah
Cordoba Islamic University
N. Tracy
Cordoba Islamic University
R. Izza
Cordoba Islamic University
A. B. Afnenda
Cordoba Islamic University
M. Qudsia
Cordoba Islamic University
DOI:
ABSTRACT
A poster is a media that contains pictures, texts, or both that is used to deliver information, promotion, or certain messages to the public. In the communication strategy, the role of a poster is crucial, especially in the context of promoting sustainable tourism. This study was conducted to analyze the poster of the Banyuwangi Tepi Sawah Music Festival. The analysis was conducted using Roland Barthes’s approach, which focuses on three levels of meaning such as denotation, connotation, and myth. Using the qualitative descriptive method, the poster was analyzed as a visual media that integrates local tradition (rice fields, agricultural symbols, and traditional instruments) with the message about sustainable tourism. The results of this study illustrate that the poster has plain visual and textual materials at the denotative level, carries symbolic meanings on harmony between culture and nature at the connotative level, and constructs a Great Story tour of Banyuwangi as a realist sustainable tourism destination at the mythic level. This study argues that the portrayal of local culture in the poster is not only for promoting images, but also serves as a strategic tool for enhancing sustainable tourism destination branding. The findings of this research are expected to give contribution to the academic discourse by showing the role of visual media in promoting local culture, supporting the creative economy, and encouraging sustainable tourism in Indonesia.
Keywords: local tradition, poster, semiotic analysis, sustainable tourism
