Persuasive Language Strategies in Instagram Captions: A Study of The Westin Resort Nusa Dua Bali

Abstract

The increasing use of social media in hospitality marketing has encouraged hotels to employ persuasive language to influence consumer perceptions and engagement. However, limited studies have specifically examined how persuasive language is utilized in Instagram captions within the hospitality industry, particularly through the lens of Cialdini’s principles of persuasion. This study aims to identify the types of persuasive language used in Instagram captions posted by The Westin Resort Nusa Dua Bali and analyze their functions in delivering promotional messages. Employing a descriptive qualitative approach, the study analyzed 27 Instagram captions collected from the hotel’s official account over a seven-month period. The data were examined using Cialdini’s principles of persuasion, including liking, unity, reciprocity, commitment and consistency, and scarcity. The findings reveal that five types of persuasive language are present, with liking emerging as the most dominant strategy, indicating a strong emphasis on emotional and experiential appeals. Each persuasive principle serves a distinct function: liking fosters emotional engagement, unity promotes a sense of togetherness, reciprocity highlights added value, commitment and consistency encourage customer participation, and scarcity enhances perceptions of exclusivity. These findings demonstrate that persuasive communication in hospitality marketing is conveyed more through subtle and experience-oriented messages than direct promotional appeals. This study contributes to digital marketing and hospitality literature by providing insights into how persuasive strategies are applied in hotel Instagram captions and offers practical guidance for developing more engaging and effective social media promotional content.