IMPACTS OF LINGUISTIC XENOMANIA ON CULINARY BUSINESSES IN EIGHTTOURIST DESTINATIONS AROUND TAPAL KUDA EAST JAVA

Abstract

This research explores the phenomenon of linguistic xenomania, specifically in the use of foreign languages, such as English, in restaurant menus within the Tapal Kuda region of East Java, Indonesia. Linguistic xenomania is a practice adopted by many culinary businesses to attract international tourists by offering accessible and modernized culinary experiences. This study focuses on how the readability of translated menus influences tourists' preferences. The research adopts a qualitative descriptive approach, with data collected through surveys that evaluate the readability of menu items and the subsequent food choices of tourists. The findings reveal a significant positive correlation between high readability and customer preferences, particularly in the categories of beverages and main courses. By offering clear and easily understandable menus, despite the use of foreign words, restaurants increase the likelihood of customers choosing those items. This research underscores the importance of translation strategies in enhancing the competitiveness of restaurants in tourist destinations.