Examining language practices on linguistic landscapes of tourism in Xi’an, China: A perspective of pride and profit

Aims and Objectives/Purpose/Research Questions: This paper draws on the framework of pride and profit to analyze language practices in the linguistic landscape of tourism in Xi’an, China. This study aims to answer (1) How are different languages used in the linguistic landscapes of tourism in Xi’an? and (2) How are the language practices on the tourism landscapes related to pride and profit? Design/Methodology/Approach: Visual ethnography is used for this interpretation. The second researcher walked through and observed the three tourism spots; photos of linguistic landscapes were taken and the photos were analyzed. The second researcher also wrote down her observation notes, and some of her field notes were adopted as data to demonstrate the sense of pride and profit related to the linguistic landscapes. Data and Analysis: The researchers made a statistical analysis to examine language practices on the landscapes. A sign with an obvious physical boundary is defined as one analysis unit. The prominence of language reflects power relations and affects the sense of identity of tourists. Code preferences on the official sign reveal the local government’s attitudes toward different languages. The second researcher’s observation notes add to understanding of how pride and profit operated through the linguistic landscape. Findings/Conclusions: It is found in these linguistic landscapes, Chinese dominates other languages, which conforms to the city’s identity as a traditional cultural city. English and other foreign languages are used to provide services for international tourists. This paper contends that more attention should be paid to language practices in tourism landscapes, since they represent the complex identity of a city in a thirdspace where traditional and internationalized culture are blended. Translanguaging practices can create an inclusive and dialogic thirdspace in the linguistic landscape of tourism, providing a contact zone where local people can feel a sense of pride and make profits. Originality: This paper examines language practices on linguistic landscapes of tourism in Xi’an, China, from the perspective of pride and profit, and it aims to represent how the Chinese traditional culture in Xi’an has been represented in these language signs and how these signs act as a form of commodity in business and have contributed to the local tourism industry development. Significance/Implications: This paper will contribute to the informed management of the linguistic landscape of tourism in Xi’an and to the research and practices of linguistic landscapes of tourism in other parts of the world.