Tradition, cultural contact and English for tourism: the case of Mentawai, Indonesia

Foreign tourists' cultural contact with tradition and the use of English (tourism English) mediates visitor engagement and revisit intention. Developing cultural tourism in Mentawai requires a study on the relationship among traditions, tourism English, cultural contacts, and visitor engagement. Literature reviews show that there has not been a study examining this in Mentawai. The aim of this research was to examine Mentawai tradition and locally-based tourism English with which foreign tourists have cultural contact and the effect of cultural contact as a mediator for visitor engagement and revisit intention. Convenient sampling was used as the sampling method. Data was gained through survey which was measured using Likert scales of seven points and analysis using SEM-PLS and Smart-PLS. The study found that tourists have cultural contact with various Mentawai traditions derived from tangible and intangible culture. Tourism English involves culturally specific words, phrases and expressions which support cultural contact. The expressions with specific uses have functions in serving foreign tourists such as for greeting, offering, etc. Cultural contact has an effect on revisit intention positively. It mediates visitor engagement and revisit intention. In conclusion, cultural contact through which tourists have a contact with traditions demonstrated in tourism activities using locally-based tourism English plays a role as mediator between visitor engagement and revisit intention, meaning that Mentawai tradition and tourism English positively drives tourists’ intention to revisit Mentawai tourism destinations. The traditions and use of English are important elements to be developed for Mentawai cultural tourism.