Main Article Content
Abstract
As a UNESCO World Heritage site and a spiritual center for Buddhism, Borobudur Temple holds a multifaceted identity that presents unique branding challenges. In an era where digital media overwhelmingly shapes tourist perceptions, this study investigates how Borobudur is branded and constructed in online travel guides. Using a qualitative discourse analysis framework, this research examines a purposive sample of high-influence, English-language travel guides and blogs to deconstruct the dominant narratives, linguistic choices, and visual representations used to frame the temple. The findings reveal four primary discourses: (1) the Discourse of Spectacle, which prioritizes the aesthetic and photographic experience, particularly the sunrise; (2) the Discourse of Spirituality-Lite, which presents a secularized, accessible form of spirituality; (3) the Discourse of the Adventurous Quest, which frames the visit as a logistical challenge to be overcome; and (4) the Discourse of the Historical Artifact, which positions the temple as a static object of historical inquiry. The analysis indicates that the Discourse of Spectacle is the most pervasive, often subsuming other narratives. This commodification of the visual experience risks marginalizing Borobudur's deeper religious and cultural significance, posing significant implications for heritage management, marketing ethics, and the quality of the visitor experience.