Language Strategy for Scale Application in Vietnamese Tourism Advertising Discussion on the Website of the Vietnam National Tourism Office

Abstract

This article applies the Appraisal framework developed by J.R. Martin and P.R.R. White [17] to discover the Graduation strategies, including Focus and Force, utilized in the Vietnamese tourism discourse on the official website of the Vietnam National Authority of Tourism (https://vietnamtourism.gov.vn/). Twenty promotional articles published on the website in the period 2024-2025 were examined using linguistic description methods together with statistical methods to reveal the characteristics of this kind of discourse. The findings suggest that Vietnamese tourism discourse employs various Graduation strategies to persuade potential customers with significant reliance on Force, especially expressions to intensify tourists’ travel experience. In addition, the article offers recommendations to enhance interactivity and persuasiveness on the investigated website.