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Uncovering the Linguistic Issues in Tourism Promotional Texts: The Case of the Tourism Authority of Thailand's English Website

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Title: Uncovering the Linguistic Issues in Tourism Promotional Texts: The Case of the Tourism Authority of Thailand's English Website
Language: English
Authors: Pasakara Chueasuai
Source: LEARN Journal: Language Education and Acquisition Research Network. 2025 18(1):376-404.
Availability: Language Institute of Thammasat University. The Prachan Campus, 2 Prachan Road, Bangkok 10200 Thailand. e-mail: learnjournal@gmail.com; Web site: https://www.tci-thaijo.org/index.php/learn
Peer Reviewed: Y
Page Count: 29
Publication Date: 2025
Document Type: Journal Articles
Reports - Research
Descriptors: Foreign Countries, Tourism, Web Sites, English, Information Sources, Syntax, Semantics, Language Styles, Economic Development, Information Dissemination, Grammar, Computer Software, Revision (Written Composition), Error Correction
Geographic Terms: Thailand, Thailand (Bangkok)
ISSN: 2630-0672
2672-9431
Abstract: After the pandemic has ceased, high expectations have been raised for the tourism industry to generate quick and substantial income for Thailand as a remedy for the sluggish economy. The Tourism Authority of Thailand (TAT) plays a key role in informing and inviting foreign tourists to visit the country. TAT's official English website is another channel for the dissemination of tourism promotional texts (TPTs) to prospective visitors around the world. Quality TPTS are thus considered crucial not only for the provision of necessary information but also for the first impression of the country. This paper identifies linguistic issues found on the TAT's English website about the capital city of Bangkok and suggests revisions. The Bangkok webpage comprises 12 sub-menus, with a total of 232 sentences, all of which were used as data. Two assessors verified the analysed data to confirm the correct analysis. The study found syntactic and semantic issues at the word and sentence levels and stylistic issues at the sentence and paragraph levels. The syntactic flaw (79.22%) is found to be more problematic than the semantic one (20.78%). As for the stylistic mismatch, the TAT's English TPTs are not in line with the suggested web writing style consisting of the use of simple sentences, conciseness, one idea per paragraph, and the pyramid writing style. Basic revisions to maintain the original sentences were justified by an online English grammar checker QuillBot in order to improve the TPT's quality.
Abstractor: As Provided
Entry Date: 2025
Accession Number: EJ1470752
Database: ERIC
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  Data: Uncovering the Linguistic Issues in Tourism Promotional Texts: The Case of the Tourism Authority of Thailand's English Website
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  Data: Language Institute of Thammasat University. The Prachan Campus, 2 Prachan Road, Bangkok 10200 Thailand. e-mail: learnjournal@gmail.com; Web site: https://www.tci-thaijo.org/index.php/learn
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  Data: <searchLink fieldCode="DE" term="%22Foreign+Countries%22">Foreign Countries</searchLink><br /><searchLink fieldCode="DE" term="%22Tourism%22">Tourism</searchLink><br /><searchLink fieldCode="DE" term="%22Web+Sites%22">Web Sites</searchLink><br /><searchLink fieldCode="DE" term="%22English%22">English</searchLink><br /><searchLink fieldCode="DE" term="%22Information+Sources%22">Information Sources</searchLink><br /><searchLink fieldCode="DE" term="%22Syntax%22">Syntax</searchLink><br /><searchLink fieldCode="DE" term="%22Semantics%22">Semantics</searchLink><br /><searchLink fieldCode="DE" term="%22Language+Styles%22">Language Styles</searchLink><br /><searchLink fieldCode="DE" term="%22Economic+Development%22">Economic Development</searchLink><br /><searchLink fieldCode="DE" term="%22Information+Dissemination%22">Information Dissemination</searchLink><br /><searchLink fieldCode="DE" term="%22Grammar%22">Grammar</searchLink><br /><searchLink fieldCode="DE" term="%22Computer+Software%22">Computer Software</searchLink><br /><searchLink fieldCode="DE" term="%22Revision+%28Written+Composition%29%22">Revision (Written Composition)</searchLink><br /><searchLink fieldCode="DE" term="%22Error+Correction%22">Error Correction</searchLink>
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  Data: <searchLink fieldCode="DE" term="%22Thailand%22">Thailand</searchLink><br /><searchLink fieldCode="DE" term="%22Thailand+%28Bangkok%29%22">Thailand (Bangkok)</searchLink>
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  Data: After the pandemic has ceased, high expectations have been raised for the tourism industry to generate quick and substantial income for Thailand as a remedy for the sluggish economy. The Tourism Authority of Thailand (TAT) plays a key role in informing and inviting foreign tourists to visit the country. TAT's official English website is another channel for the dissemination of tourism promotional texts (TPTs) to prospective visitors around the world. Quality TPTS are thus considered crucial not only for the provision of necessary information but also for the first impression of the country. This paper identifies linguistic issues found on the TAT's English website about the capital city of Bangkok and suggests revisions. The Bangkok webpage comprises 12 sub-menus, with a total of 232 sentences, all of which were used as data. Two assessors verified the analysed data to confirm the correct analysis. The study found syntactic and semantic issues at the word and sentence levels and stylistic issues at the sentence and paragraph levels. The syntactic flaw (79.22%) is found to be more problematic than the semantic one (20.78%). As for the stylistic mismatch, the TAT's English TPTs are not in line with the suggested web writing style consisting of the use of simple sentences, conciseness, one idea per paragraph, and the pyramid writing style. Basic revisions to maintain the original sentences were justified by an online English grammar checker QuillBot in order to improve the TPT's quality.
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      – Text: English
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        PageCount: 29
        StartPage: 376
    Subjects:
      – SubjectFull: Foreign Countries
        Type: general
      – SubjectFull: Tourism
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      – SubjectFull: Web Sites
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      – SubjectFull: English
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      – SubjectFull: Information Sources
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      – SubjectFull: Syntax
        Type: general
      – SubjectFull: Semantics
        Type: general
      – SubjectFull: Language Styles
        Type: general
      – SubjectFull: Economic Development
        Type: general
      – SubjectFull: Information Dissemination
        Type: general
      – SubjectFull: Grammar
        Type: general
      – SubjectFull: Computer Software
        Type: general
      – SubjectFull: Revision (Written Composition)
        Type: general
      – SubjectFull: Error Correction
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      – SubjectFull: Thailand
        Type: general
      – SubjectFull: Thailand (Bangkok)
        Type: general
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      – TitleFull: Uncovering the Linguistic Issues in Tourism Promotional Texts: The Case of the Tourism Authority of Thailand's English Website
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