APPLICATION of Gricean Maxims of ConversationInvolving Tourism Professionals Southern Mindanao: A Multi-Modal Qualitative ANALYSIS

Abstract

This study was motivated by persistent communication challenges in the tourism sector, particularly those arising from language barriers. This study analyzed how tourism professionals in Southern Mindanao adhered to or violated Grice’s maxims-quantity, quality, relation, and manner-during interactions with tourists by utilizing a multimodal qualitative approach and interviews with licensed tourism professionals across key tourist sites in Southern Mindanao. Data collection captured verbal and nonverbal communication, allowing for a comprehensive analysis through the lens of Gricean Maxims. Thematic analysis was employed to identify patterns of maxim adherence and violation. Results revealed that tourism professionals in Southern Mindanao actively apply the Gricean Maxims of Conversation when engaging with foreign and local tourists. They also exhibited several breaches of the Gricean Maxims, which affected their communication's clarity, trustworthiness, relevance, and effectiveness. The study concludes that targeted training in pragmatic communication and language skills is essential for tourism professionals to enhance service quality. The findings offer actionable insights for policymakers, educators, and industry stakeholders aiming to strengthen communication competencies in the tourism sector.