SUNDANESE LANGUAGE AS A MEANS OF COMMUNICATION FOR TOURISM AND TRADE IN TANJUNG LESUNG TOURISM VILLAGE: STRATEGY FOR INCREASING LANGUAGE LITERACY
Keywords:
communication, trade, tourism village, literacy, culture, Tanjung LesungAbstract
Language is a communication tool to convey the intent and purpose of the contents of the mind. Through language, both oral and written, humans can interact and socialize with their environment. Tanjung Lesung area is located in Tanjung Jaya Village, Panimbang District, Pandeglang Regency. People who live around Tanjung Lesung and Carita Beach use Banten dialect Sundanese language in their daily lives. The purpose of this study is to know and analyze whether there is an effect of tourism and trade communication of tourist villages using Sundanese on the improvement of literacy and culture. The research method used is quantitative, using a questionnaire to obtain data and using SPSS as a test tool. The result of this study is the use of Banten dialect Sundanese language in the means of tourism communication and trade in the tourist village of Tanjung Lesung affects the improvement of language and cultural literacy. The results of this research show that the use of Sundanese in the Banten dialect in tourism communication and trade in tourist villages influences the increase in language and cultural literacy, this is due to the use of Sundanese in direct communication with tourists or indirectly such as hotel writing in hotels or accommodation, menus. At a typical Tanjung Lesung eating place, visitors or tourists are motivated to be literate in Sundanese and can increase local wisdom culture.