An Analysis of Speech Acts in Tourism Services at Toba Lake
Abstract
The Indonesian government designates Toba Lake as one of the national tourism destinations with super priority status, referring to areas that receive focused attention in tourism development programmes. In line with this status, improving the quality of tourism services is a crucial aspect, including the use of speech acts by service providers. This study aims to analyse speech acts within the language register of tourism services in the Toba Lake area by applying Searle’s (1969) speech act theory. The study data were obtained from communicative interactions across three tourism service sectors: accommodation, souvenir sales, and restaurants. The findings indicate that the accommodation sector features three categories of speech acts-directive, assertive, and expressive-with four functions of speech acts identified. The souvenir retail sector exhibits four categories of speech acts, namely directive, assertive, expressive, and commissive with six functions identified. The restaurant sector also displays the same four categories of speech acts, although eight functions were identified. All these functions are essential for enhancing the effectiveness of service delivery and improving tourists’ experiences in Toba Lake.
Keywords: Speech acts, language register, pragmatics, tourism services, Toba Lake, tourism communication.
Full text: PDF
References
1. Al Izyra Ikhsan, & Sartini Ni Wayan. (2023). The analysis of speech act of tourism promotion in Pesona Indonesia and Malaysia Truly Asia: A cross-cultural pragmatic study. ELS Journal on Interdisciplinary Studies in Humanities, 6(3), 627–639. https://doi.org/10.34050/elsjish.v6i3.30927
2. An Gang, & Lin Tan Debbita Ai. (2024). Enhancing cross-cultural communication for Chinese tourists in non-native English-speaking destinations: a study of sociolinguistic competence and politeness challenges. Global Chinese, 10(2), 215–240. https://doi.org/10.1515/glochi-2023-0041
3. Andriyani Anak Agung Ayu Dian, Djatmika, & Sumarlam, Ely Triasih Rahayu. (2019). Learning from the face-threatening acts by tourist workers in bali: Impacts of cross-cultural misunderstanding. Journal of Social Studies Education Research, 10(3), 64–81. https://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=85073444197&origin=inward
4. Austin, J. L. (1962). How to do things with words. Oxford University Press.
5. Bowerman, S. (2006). Language Adaptation and Modernization. In Encyclopedia of Language & Linguistics (pp. 315–319). Elsevier. https://doi.org/10.1016/B0-08-044854-2/01287-6
6. Creswell, J. W., & Poth, C. N. (2025). Qualitative Inquiry and Research Design Choosing Among Five Approaches (Fifth Edit). Sage Publications.
7. Darmawan Rahmat, Mulyadi, Setia Eddy, & Oktavianus. (2018). Language aspect of form in Samosir’s tourism public signs: A linguistic landscape study. International Journal of Research and Review, 5(12), 73–79. https://www.ijrrjournal.com/IJRR_Vol.5_Issue.12_Dec2018/IJRR0013.pdf
8. Dat Le Phuoc Thanh, & Nguyen Quoc Nghi. (2023). Factors Influencing the Complaint Intention and its Relationship with Word-of-Mouth Intention of Foreign Tourists: Empirical Evidence from Vietnam. Journal of Law and Sustainable Development, 11(3), e452. https://doi.org/10.55908/sdgs.v11i3.452
9. Downing, R. Á. H. (2020). Variación de estilo en interacciones digitales: huéspedes y hoteles en reseñas TripAdvisor. Doxa Comunicación. Revista Interdisciplinar de Estudios de Comunicación y Ciencias Sociales, 361–380. https://doi.org/10.31921/doxacom.n31a18
10. Fahnestock, J. (2011). Language Varieties. In Rhetorical Style (pp. 79–99). Oxford University Press. https://doi.org/10.1093/acprof:oso/9780199764129.003.0005
11. Geyer, K., Kraeva, S., & Krasnopeyeva, E. (Eds.). (2024). Sprachliche Variation und Vielfalt / Linguistic Variation and Diversity. Peter Lang Verlag. https://doi.org/10.3726/b21245
12. Harianja Eka Debora, Harahap R. Hamdani, & Lubis Zulkifli. (2021). Budaya Batak Toba dalam Pelayanan Pariwisata Danau Toba di Parapat. PERSPEKTIF, 10(2), 301–312. https://doi.org/10.31289/perspektif.v10i2.4306
13. Kelmendi, L., & Hysenaj, V. (2024). Teaching English for Tourism: A Case Study in Kosovo. Journal of Language Teaching and Research, 15(5), 1402–1408. https://doi.org/10.17507/jltr.1505.02
14. Liat, C. B., Mansori, S., Abu, N. K., & Seng, Y. C. (2020). Tourist Satisfaction in the Malaysia Tourism Industry: Relationship between Service Innovation and Destination Image. Jurnal Pengurusan, 60, 1–18. https://doi.org/10.17576/pengurusan-2020-60-06
15. López, M. de la O. H., & Amaya, L. F. (2019). What makes (im)politeness for travellers? Spanish tourists’ perceptions at national and international hotels. Journal of Politeness Research, 15(2), 195–222. https://doi.org/10.1515/pr-2016-0060
16. Mancera Rueda, A. (2018). La atenuación lingüística en las reseñas digitales de hoteles y restaurantes en español. Círculo de Lingüística Aplicada a La Comunicación, 73, 53–76. https://doi.org/10.5209/CLAC.59059
17. Manurung Linarti, Matondang Saiful Anwar, & Pawiro Muhammad Ali. (2023). Speech acts in the wedding of Batak Toba ethnic at Jangga Toruan village, Kecamatan Lumban Julu Kabupaten Toba Samosir. JOURNAL OF LANGUAGE, 5(2), 401–409. https://doi.org/10.30743/jol.v5i2.7901
18. Márquez Reiter, R., Hidalgo Downing, R., & Iveson, M. (2023). Global expectations, local realities: All-inclusive hotel reviews and responses on TripAdvisor. Contrastive Pragmatics, 1–33. https://doi.org/10.1163/26660393-bja10086
19. Mogot, G. I. R., Warouw, D. M. D., & Waleleng, G. J. (2018). Komunikasi antar budaya mahasiswa etnis Batak dengan mahasiswa etnis Jawa di kampus IPDN SULUT. ACTA DIURNA KOMUNIKASI, 7(4). https://ejournal.unsrat.ac.id/v3/index.php/actadiurnakomunikasi/article/view/22010
20. Nugroho Adi Bagus, Lestari Puji, & Wiendijarti Ida. (2012). Pola komunikasi antarbudaya Batak dan Jawa di Yogyakarta. Jurnal ASPIKOM, 1(5), 403. https://doi.org/10.24329/aspikom.v1i5.44
21. Potočnik Topler, J. (2018). Turning travelogue readers into tourists: Representations of tourism destinations through linguistic features. Cuadernos de Turismo, 42, 447–464. https://doi.org/10.6018/turismo.42.20
22. Pujiono Mhd, & Nelvita. (2017). The lexical interference of Bataknese language into Japanese language amongst students in Universitas Sumatera Utara. International Journal of Language and Linguistics, 4(4), 216–222.
23. Pujiono Mhd. (2022). Interferensi leksikal bahasa Indonesia terhadap bahasa Jepang (studi kasus pada mahasiswa bahasa Jepang di Indonesia. Pustaka Aksara.
24. Purnomo Budi. (2011). Tourism-Service Language: A Cross-Cultural Perspective on Politeness. Humaniora,
23(2). https://doi.org/https://doi.org/10.22146/jh.1021
25. Rasa Maria Puspita Destaningtyas Bening, Andayani, & Ulya Chafit. (2019). Analisis Tindak Tutur Ilokusi dalam Dialog Naskah Drama Peace Karya Putu Wijaya dan Relevansinya dengan Materi Ajar Sastra di Sekolah Menengah Atas. Basastra: Jurnal Bahasa, Sastra, Dan Pengajarannya, 7(1), 27. https://doi.org/10.20961/basastra.v7i1.35499
26. Rijal Andy Samsu. (2022). Penggunaan Bahasa dalam Ranah Pariwisata; Studi di Kawasan Taman Nasional Bantimurung Bulusaraung Maros, Sulawesi Selatan. SASDAYA: Gadjah Mada Journal of Humanities, 5(1), 37. https://doi.org/10.22146/sasdayajournal.73287
27. Roswati Abdul Rashid, Rosila Isma Ismail, Radhiah Ismail, & Roslina Mamat. (2017). Ketidaksantunan dalam perbualan bahasa Jepun oleh pemandu pelancong Malaysia (Impoliteness in Japanese Language by Malaysian Tourist Guide). GEMA Online® Journal of Language Studies, 17(3), 86–105. https://doi.org/10.17576/gema-2017-1703-06
28. Saragih Elza Leyli Lisnora, Mulyadi, Nasution Khairina, & Pujiono Mhd. (2023). Positive strategies of language politeness across tourism service actors: A cross-cultural socio-pragmatic study. Research Journal in Advanced Humanities, 4(3). https://doi.org/10.58256/wzav3v64
29. Sarmoko, Novianti Evi, & Rizal Edwin. (2023). Penguatan destination branding untuk menarik investor dalam pengembangan pariwisata Danau Toba. Jurnal Inovasi Penelitian, 4(3). https://doi.org/https://doi.org/10.31294/khi.v11i2.8552
30. Searle, J. R. (1969). Speech Acts. Cambridge University Press. https://doi.org/10.1017/CBO9781139173438
31. Searle, J. R. (1976). A classification of illocutionary acts. Language in Society, 5(1), 1–23. https://doi.org/10.1017/S0047404500006837
32. Searle, J. R. (1979). Expression and Meaning: Studies in the Theory of Speech Acts. Cambridge University Press. https://doi.org/10.1017/CBO9780511609213
33. Searle, J. R. (1983). Intentionality, an essay in the philosophy of mind. Cambridge University Press. https://doi.org/10.1017/CBO9781139173452
34. Setpres, B. (2019). Presiden ingin Danau Toba jadi kawasan wisata berkelas. BIRO PERS, MEDIA, DAN INFORMASI SEKRETARIAT PRESIDEN. https://www.presidenri.go.id/siaran-pers/presiden-ingin-danau-toba-jadi-kawasan-wisata-berkelas/
35. Sudaryanto. (2015). Metode dan Aneka Teknik Analisis Bahasa. Sanata Dharma University Press.
36. Tarigan Nirwaty, Sitompul Rajin, & Salsabila Syafina. (2021). Strategi pemasaran dinas kebudayaan dan pariwisata provinsi sumatera utara terhadap danau toba sebagai destinasi pariwisata super prioritas. Jurnal Ilmiah Akomodasi Agung, 8(2). https://journal.akpardarmaagung.ac.id/index.php/JIAA/article/view/91
37. Taulia, & Nasution Laraiba. (2021). Mandarin Language Students Illocutionary Acts in Japanese Language Learning at the University of Sumatera Utara. Journal Polingua: Scientific Journal of Linguistic Literatura and Education, 10(1), 6–11. https://doi.org/10.30630/polingua.v10i1.166
38. Usmani Saima, & Almashham Amal. (2024). Cross-Cultural Pragmatics: Analysing Speech Acts in Different Cultures. International Journal of Language and Literary Studies, 6(1), 186–198. https://doi.org/10.36892/ijlls.v6i1.1586
39. Wan Nor Azlina Abdullah, & Mohamad Rozi Kasim. (2024). Analisis Lakuan Pertuturan dalam Filem Adiwiraku Menggunakan Teori Lakuan Pertuturan Searle. Jurnal Bahasa, 24(2), 267–298. https://doi.org/10.37052/jb24(2)no4
40. Xu Xiaowei, Xian Xiaojing, Zhang Mengying, & Shi Si. (2025). Face matters: leveraging service robots for promoting travelers’ high-effort pro-environmental intentions. Journal of Sustainable Tourism, 1–22. https://doi.org/10.1080/09669582.2025.2523914
2. An Gang, & Lin Tan Debbita Ai. (2024). Enhancing cross-cultural communication for Chinese tourists in non-native English-speaking destinations: a study of sociolinguistic competence and politeness challenges. Global Chinese, 10(2), 215–240. https://doi.org/10.1515/glochi-2023-0041
3. Andriyani Anak Agung Ayu Dian, Djatmika, & Sumarlam, Ely Triasih Rahayu. (2019). Learning from the face-threatening acts by tourist workers in bali: Impacts of cross-cultural misunderstanding. Journal of Social Studies Education Research, 10(3), 64–81. https://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=85073444197&origin=inward
4. Austin, J. L. (1962). How to do things with words. Oxford University Press.
5. Bowerman, S. (2006). Language Adaptation and Modernization. In Encyclopedia of Language & Linguistics (pp. 315–319). Elsevier. https://doi.org/10.1016/B0-08-044854-2/01287-6
6. Creswell, J. W., & Poth, C. N. (2025). Qualitative Inquiry and Research Design Choosing Among Five Approaches (Fifth Edit). Sage Publications.
7. Darmawan Rahmat, Mulyadi, Setia Eddy, & Oktavianus. (2018). Language aspect of form in Samosir’s tourism public signs: A linguistic landscape study. International Journal of Research and Review, 5(12), 73–79. https://www.ijrrjournal.com/IJRR_Vol.5_Issue.12_Dec2018/IJRR0013.pdf
8. Dat Le Phuoc Thanh, & Nguyen Quoc Nghi. (2023). Factors Influencing the Complaint Intention and its Relationship with Word-of-Mouth Intention of Foreign Tourists: Empirical Evidence from Vietnam. Journal of Law and Sustainable Development, 11(3), e452. https://doi.org/10.55908/sdgs.v11i3.452
9. Downing, R. Á. H. (2020). Variación de estilo en interacciones digitales: huéspedes y hoteles en reseñas TripAdvisor. Doxa Comunicación. Revista Interdisciplinar de Estudios de Comunicación y Ciencias Sociales, 361–380. https://doi.org/10.31921/doxacom.n31a18
10. Fahnestock, J. (2011). Language Varieties. In Rhetorical Style (pp. 79–99). Oxford University Press. https://doi.org/10.1093/acprof:oso/9780199764129.003.0005
11. Geyer, K., Kraeva, S., & Krasnopeyeva, E. (Eds.). (2024). Sprachliche Variation und Vielfalt / Linguistic Variation and Diversity. Peter Lang Verlag. https://doi.org/10.3726/b21245
12. Harianja Eka Debora, Harahap R. Hamdani, & Lubis Zulkifli. (2021). Budaya Batak Toba dalam Pelayanan Pariwisata Danau Toba di Parapat. PERSPEKTIF, 10(2), 301–312. https://doi.org/10.31289/perspektif.v10i2.4306
13. Kelmendi, L., & Hysenaj, V. (2024). Teaching English for Tourism: A Case Study in Kosovo. Journal of Language Teaching and Research, 15(5), 1402–1408. https://doi.org/10.17507/jltr.1505.02
14. Liat, C. B., Mansori, S., Abu, N. K., & Seng, Y. C. (2020). Tourist Satisfaction in the Malaysia Tourism Industry: Relationship between Service Innovation and Destination Image. Jurnal Pengurusan, 60, 1–18. https://doi.org/10.17576/pengurusan-2020-60-06
15. López, M. de la O. H., & Amaya, L. F. (2019). What makes (im)politeness for travellers? Spanish tourists’ perceptions at national and international hotels. Journal of Politeness Research, 15(2), 195–222. https://doi.org/10.1515/pr-2016-0060
16. Mancera Rueda, A. (2018). La atenuación lingüística en las reseñas digitales de hoteles y restaurantes en español. Círculo de Lingüística Aplicada a La Comunicación, 73, 53–76. https://doi.org/10.5209/CLAC.59059
17. Manurung Linarti, Matondang Saiful Anwar, & Pawiro Muhammad Ali. (2023). Speech acts in the wedding of Batak Toba ethnic at Jangga Toruan village, Kecamatan Lumban Julu Kabupaten Toba Samosir. JOURNAL OF LANGUAGE, 5(2), 401–409. https://doi.org/10.30743/jol.v5i2.7901
18. Márquez Reiter, R., Hidalgo Downing, R., & Iveson, M. (2023). Global expectations, local realities: All-inclusive hotel reviews and responses on TripAdvisor. Contrastive Pragmatics, 1–33. https://doi.org/10.1163/26660393-bja10086
19. Mogot, G. I. R., Warouw, D. M. D., & Waleleng, G. J. (2018). Komunikasi antar budaya mahasiswa etnis Batak dengan mahasiswa etnis Jawa di kampus IPDN SULUT. ACTA DIURNA KOMUNIKASI, 7(4). https://ejournal.unsrat.ac.id/v3/index.php/actadiurnakomunikasi/article/view/22010
20. Nugroho Adi Bagus, Lestari Puji, & Wiendijarti Ida. (2012). Pola komunikasi antarbudaya Batak dan Jawa di Yogyakarta. Jurnal ASPIKOM, 1(5), 403. https://doi.org/10.24329/aspikom.v1i5.44
21. Potočnik Topler, J. (2018). Turning travelogue readers into tourists: Representations of tourism destinations through linguistic features. Cuadernos de Turismo, 42, 447–464. https://doi.org/10.6018/turismo.42.20
22. Pujiono Mhd, & Nelvita. (2017). The lexical interference of Bataknese language into Japanese language amongst students in Universitas Sumatera Utara. International Journal of Language and Linguistics, 4(4), 216–222.
23. Pujiono Mhd. (2022). Interferensi leksikal bahasa Indonesia terhadap bahasa Jepang (studi kasus pada mahasiswa bahasa Jepang di Indonesia. Pustaka Aksara.
24. Purnomo Budi. (2011). Tourism-Service Language: A Cross-Cultural Perspective on Politeness. Humaniora,
23(2). https://doi.org/https://doi.org/10.22146/jh.1021
25. Rasa Maria Puspita Destaningtyas Bening, Andayani, & Ulya Chafit. (2019). Analisis Tindak Tutur Ilokusi dalam Dialog Naskah Drama Peace Karya Putu Wijaya dan Relevansinya dengan Materi Ajar Sastra di Sekolah Menengah Atas. Basastra: Jurnal Bahasa, Sastra, Dan Pengajarannya, 7(1), 27. https://doi.org/10.20961/basastra.v7i1.35499
26. Rijal Andy Samsu. (2022). Penggunaan Bahasa dalam Ranah Pariwisata; Studi di Kawasan Taman Nasional Bantimurung Bulusaraung Maros, Sulawesi Selatan. SASDAYA: Gadjah Mada Journal of Humanities, 5(1), 37. https://doi.org/10.22146/sasdayajournal.73287
27. Roswati Abdul Rashid, Rosila Isma Ismail, Radhiah Ismail, & Roslina Mamat. (2017). Ketidaksantunan dalam perbualan bahasa Jepun oleh pemandu pelancong Malaysia (Impoliteness in Japanese Language by Malaysian Tourist Guide). GEMA Online® Journal of Language Studies, 17(3), 86–105. https://doi.org/10.17576/gema-2017-1703-06
28. Saragih Elza Leyli Lisnora, Mulyadi, Nasution Khairina, & Pujiono Mhd. (2023). Positive strategies of language politeness across tourism service actors: A cross-cultural socio-pragmatic study. Research Journal in Advanced Humanities, 4(3). https://doi.org/10.58256/wzav3v64
29. Sarmoko, Novianti Evi, & Rizal Edwin. (2023). Penguatan destination branding untuk menarik investor dalam pengembangan pariwisata Danau Toba. Jurnal Inovasi Penelitian, 4(3). https://doi.org/https://doi.org/10.31294/khi.v11i2.8552
30. Searle, J. R. (1969). Speech Acts. Cambridge University Press. https://doi.org/10.1017/CBO9781139173438
31. Searle, J. R. (1976). A classification of illocutionary acts. Language in Society, 5(1), 1–23. https://doi.org/10.1017/S0047404500006837
32. Searle, J. R. (1979). Expression and Meaning: Studies in the Theory of Speech Acts. Cambridge University Press. https://doi.org/10.1017/CBO9780511609213
33. Searle, J. R. (1983). Intentionality, an essay in the philosophy of mind. Cambridge University Press. https://doi.org/10.1017/CBO9781139173452
34. Setpres, B. (2019). Presiden ingin Danau Toba jadi kawasan wisata berkelas. BIRO PERS, MEDIA, DAN INFORMASI SEKRETARIAT PRESIDEN. https://www.presidenri.go.id/siaran-pers/presiden-ingin-danau-toba-jadi-kawasan-wisata-berkelas/
35. Sudaryanto. (2015). Metode dan Aneka Teknik Analisis Bahasa. Sanata Dharma University Press.
36. Tarigan Nirwaty, Sitompul Rajin, & Salsabila Syafina. (2021). Strategi pemasaran dinas kebudayaan dan pariwisata provinsi sumatera utara terhadap danau toba sebagai destinasi pariwisata super prioritas. Jurnal Ilmiah Akomodasi Agung, 8(2). https://journal.akpardarmaagung.ac.id/index.php/JIAA/article/view/91
37. Taulia, & Nasution Laraiba. (2021). Mandarin Language Students Illocutionary Acts in Japanese Language Learning at the University of Sumatera Utara. Journal Polingua: Scientific Journal of Linguistic Literatura and Education, 10(1), 6–11. https://doi.org/10.30630/polingua.v10i1.166
38. Usmani Saima, & Almashham Amal. (2024). Cross-Cultural Pragmatics: Analysing Speech Acts in Different Cultures. International Journal of Language and Literary Studies, 6(1), 186–198. https://doi.org/10.36892/ijlls.v6i1.1586
39. Wan Nor Azlina Abdullah, & Mohamad Rozi Kasim. (2024). Analisis Lakuan Pertuturan dalam Filem Adiwiraku Menggunakan Teori Lakuan Pertuturan Searle. Jurnal Bahasa, 24(2), 267–298. https://doi.org/10.37052/jb24(2)no4
40. Xu Xiaowei, Xian Xiaojing, Zhang Mengying, & Shi Si. (2025). Face matters: leveraging service robots for promoting travelers’ high-effort pro-environmental intentions. Journal of Sustainable Tourism, 1–22. https://doi.org/10.1080/09669582.2025.2523914
Published
2025-11-28
How to Cite
TAULIA, Taulia; PUJIONO, Mhd; GAPUR, Abdul.
An Analysis of Speech Acts in Tourism Services at Toba Lake.
Jurnal Bahasa, [S.l.], v. 25, n. 2, p. 371-400, nov. 2025.
ISSN 2462-1889.
Available at: <http://jurnal.dbp.my/index.php/jurnalbahasa/article/view/9168>. Date accessed: 08 jan. 2026.
doi: https://doi.org/10.37052/jb25(2)no7.
Section
Articles
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Upon acceptance of an article, Authors will be asked to transfer copyright. This transfer will ensure the widest possible dissemination of information. A notification will be sent to the corresponding Author confirming receipt of the manuscript. If excerpts from other copyrighted works are included, the Author(s) must obtain written permission from the copyright owners and credit the source(s) in the article.
