This study critically examines the interpretation and ambiguity of sustainability symbols in the hotel industry of Malang through the lens of Peircean semiotics. Employing a qualitative research design, the research aims (1) to explore how hotel guests from diverse cultural and educational backgrounds interpret sustainability symbols, and (2) to identify key factors contributing to misinterpretation or ambiguity of meaning. Data are collected through field observations, in-depth interviews, and analysis of hotel policy documents across selected hotels in Malang. The analytical framework applies Peirce’s triadic model representamen, object, and interpretant to systematically code and analyze guests’ interpretations. Preliminary findings suggest significant variability in how sustainability symbols are understood, influenced by guests’ cultural values, prior environmental knowledge, and the communication practices employed by hotels. Moreover, ambiguity frequently arises due to the generic design of symbols, insufficient explanatory information, and tendencies toward greenwashing. Triangulation of data sources enhances the reliability of the results and uncovers nuanced factors underlying interpretive gaps between the intended meaning and guests’ perceptions. This study underscores the importance of culturally sensitive and educational visual communication in the hospitality sector to ensure that sustainability messages are both authentic and effective. The findings contribute to the advancement of semiotic analysis in tourism studies and provide actionable recommendations for hotel managers seeking to strengthen the impact of their sustainability initiatives. Importantly, these findings also serve as a policy recommendation for the Indonesian Ministry of Tourism and the Indonesian Hotel and Restaurant Association in developing national sustainability standards for the hospitality industry.

Authors:
Benita Situmorang, University of Brawijaya, Indonesia
Maulina Pia Wulandari, University of Brawijaya, Indonesia
Bambang Dwi Prasetyo, University of Brawijaya, Indonesia
Moch Syahri, Universitas Negeri Malang, Indonesia

About the Presenter(s)
Benita Vioretta Situmorang, S.E is a Staff Analyst at the Ministry of Tourism. She is interested in hospitality and communication studies, currently researching symbolic signs in sustainable hotel amenities.

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