Phraseology of Tourism Tags in Sorsogon

Language and Linguistics

This study employed a descriptive qualitative design to examine the phraseology of tourism taglines in Sorsogon. It (1) identified the stylistic devices used in these taglines and (2) determined how they reflected the cultural identity of their place. Taglines were collected from official local government sources and validated by tourism officers. Content analysis was guided by lexico-semantic and lexico-grammatical lenses, while interviews with informants provided insight into cultural representation. Results revealed the use of stylistic strategies such as imperative verbs, alliteration, lexical deviation, metaphor, parallelism, and rhyme, and other rhetorical techniques. These techniques projected identity, history, emotion, and values. While some taglines effectively embodied cultural identity and community spirit, others remained generic or politically foregrounded. Findings affirmed the role of language in shaping cultural narratives in tourism branding.

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