The present study examines critically the formulation of online promotional messages in
the hospitality industry in Central Java. A total of 22 online promotional texts of tourism
destinations in Central Java were analysed critically using the analytical paradigm
introduced by van Dijk (1998) and Kress (2010). Results of the study revealed that these
online promotional texts developed by Indonesian web developers were brief, simple and
written in compound sentences. Complex sentences and ‘gimmicks’ were absent found, and
the persuasive value of the texts remain basic. Therefore, the messages lack motivation in
triggering a favourable outcome. Conceptually, the messages were constructed based on
history, philosophy, and myths and highlighted Central Java’s panoramic views, its unique
geographical location and culinary specialties. Ethnographically though, the texts lacked
of comprehensive information, events and latest activities.