Stylistic Features of Social Media Promotional Language and Their Association with Likupang’s Destination Image

Social-media promotion is a core instrument of destination branding, yet evidence on which linguistic features most effectively shape perceptions for Indonesia’s super-priority sites remains limited. This study examines the association between the stylistic properties of the promotional language used for Likupang and the construction of its destination image and audience response. Using a qualitative, descriptive design, we assembled a purposive sample of Likupang-promoting publicly available posts from Instagram, Facebook, X (Twitter), and TikTok. Texts were analyzed with a stylistic lens to identify recurrent linguistic elements—diction (e.g., evaluative and imperative wording), figurative language (e.g., hyperbole), repetition, and persuasive addressivity/calls-to-action and to relate these patterns to observable engagement (likes, comments, shares). The analysis indicates that hyperbolic formulations, strategic repetition, and persuasive diction are prominent in successful posts and are associated with higher audience interaction than more formal, purely informative messaging. Posts employing emotionally expressive and interactive language (e.g., direct appeals, questions) tend to elicit stronger engagement, while the inclusion of local language enhances participation from local audiences and reinforces place attachment in the narrative framing of Likupang. These findings outline stylistics-informed communication tactics that destination managers can adapt to digital tourism marketing. As an observational study, the results speak to associations rather than causality and motivate subsequent confirmatory, mixed-methods research. Keywords: Destination image; stylistics; social-media promotion; promotional discourse; Likupang; Indonesia; digital tourism marketing.