Linguistic Devices in Digital Tourism Advertisements by the Tourism Authority of Thailand (TAT): A Discourse Analysis Perspective

Abstract

This study aimed to 1) classify the types and frequency of linguistic devices and 2) explain the functions and strategic interplay of these devices in constructing persuasive meanings in digital tourism advertisements produced by the Tourism Authority of Thailand (TAT). The study employed a qualitative research approach through textual analysis. Advertisements published on official digital platforms between 2022 and 2025 were selected based on predetermined criteria. Purposive sampling was used to select 30 advertisements, with 10 each from Facebook, websites, and YouTube. The research instrument was a linguistic device recording form. Data were analysed using content analysis based on the framework of Systemic Functional Linguistics (SFL), along with frequency and percentage analyses.

The findings revealed ten types of linguistic devices. The three most frequently used devices were lexical selection (42.51%), speech acts (17.51%), and claiming (9.92%). Functionally, these devices worked together to construct four persuasive strategies: 1) creating atmosphere and identity, 2) directing action, 3) establishing credibility and authority, and 4) framing perspectives. The findings indicate that the Tourism Authority of Thailand’s digital advertisements function as strategically adapted linguistic practices tailored to the contexts of specific digital platforms in order to enhance communicative effectiveness.