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Semiotics is a research approach which evaluates the signs to understanding the hidden meaning in the context. This approach which utilize linguistics, sociology, and literary criticism, is an efficient way of analysis. Semiotic analysis of travelogues provides an opportunity to a new reading and better understanding of them. Moreover, semiotic analysis can clarify the role of travelogues in delineating and representing the social and cultural status of societies. Based on Pierre Guiraud’s theory, this paper attempts to reveal the hidden aspects of identity, culture and social customs of explored lands by reviewing the social signs in Haj Sayyah travelogue, which is the longest travelogue of an ordinary person with regard to time and place during the Naseri Era. Using a descriptive-analytic method, this study compares and sometimes contrasts the Iranian-Islamic culture with the European culture and the confrontation of human beings with themselves and the environment. The findings show that religious beliefs and issues, as signs of identity, are the most important concern for the writer who dealt with them critically both inside and outside of Iran. As a young clergyman, his excessive attention to holy places like mosques, temples and churches suggests his religious identity.