Abstract
Objective: To do the connotative analysis of the word Staycation from its origin till tourism trend of 2020 due to Covid-19 using Roland Barthes’ semiotic theory. Theoretical Framework: Roland Barthes’ semiotic theory of reading signs and their interpretation based on different cultures. Method: This study has adapted descriptive qualitative method and interpretative research design with content analysis technique to examine trends in related texts and to provide an insight into it. Results and conclusion: The results determine that the connotative meanings of word staycation are changed in two different scenarios. The literal (denotative) meaning of staycation stayed same, hence it has changed its connotative meaning depending upon its use in two individual time slots or the different contexts in which it is being used. Research implications: The connotative analysis of staycation under the perspective of Covid-19 and its impacts on tourism industry which has changed the connotative meaning of this word, will provide an insight that how and why different cultures, time frames and social scenarios change the connotations of words. Originality/Value: Overall, this research considers how words or signs change their meanings over time regarding changed circumstances and cultures.
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