A Semiotic Branding Analysis of Borobudur: World Spiritual Tourism Destination


  • Latifah Latifah Sekolah Tinggi Agama Buddha Kertarajasa, Indonesia




Branding, borobudur temple, social media, spiritual tourism


In the context of internationalizing Borobudur as a destination for global Buddhist religious tourism this research aims to address the research questions: how does Borobudur's branding position it as a centre for the world's religions this study focuses on Borobudur’s branding in social media and content, social networks, social news, review sites, and virtual worlds forum. This research also incorporates data obtained through interviews with the managers of Borobudur Temple. This research employs a qualitative approach with a semiotic branding approach related to the declaration of the Borobudur Temple complex designated as one of the world's religious centres. the researcher conducts an analysis within the frameworks of syntagmatic, paradigmatic, and intertextuality. The research highlights Borobudur’s profound significance as a living spiritual and multicultural space, emphasizing its identity as a dynamic product shaped by social media. The study identifies two perceptions: religious tourism and cultural engagement, emphasizing Borobudur's multicultural appeal. The study aligns with the evolving nature of place branding, emphasizing emotional and experiential aspects. In conclusion, Borobudur emerges as a dynamic, spiritually rich destination with multicultural appeal. Social media plays a pivotal role in shaping its brand, emphasizing continuous promotion for global recognition and resonance. The influence of information technology propels globalization, altering the branding terrain. In this dynamic environment, tourists play an active role in shaping destination images, disrupting conventional top-down methodologies