Barossa be consumed: a semiotic smorgasbord for Southeast Asians

Abstract

Purpose – This study is an attempt to apply the techniques of semiotics in conjunction with quantitative analysis to decode and interpret an advertisement which promotes the South Australian Barossa Valley as a tourist destination. Design/methodology/approach – A survey was submitted to a Southeast Asian student and postgraduate sample. Regression analysis and qualitative analysis were carried out, which suggested that the advertisement was engaging the majority of the audience. Findings – Most respondents expressed a desire to visit the location and used language which was evocative and connective. Those who did not or who were turned off by the advertisement's content expressed themselves in language which terminated further engagement. Research limitations/implications – The sample was a non-target group, but this is an advantage because it provides a base level of unconditioned response. Practical implications – A better understanding of semiotics may reinforce other areas of marketing endeavour such as social marketing approaches which are gaining more importance in the still developing COVID-19 economy. This methodology can be extended to other marketing communication contexts. Social implications – Once campaigns have been aimed at target audiences, there may be potential to orientate another campaign at non-target audiences using the same advertisement. In terms of global marketing, this is extension rather than adaptation. Originality/value – This study provides an example of how marketing could use semiotics in conjunction with quantitative methods to determine an audience's response and the intention to purchase a product or service.

Keywords

• Semiotics
• Southeast Asian Tourist
• Advertising
• Segmentation
• Targeting
• Destination marketing