Linguistic Landscape of the Chanthaboon Riverfront Community: Language Use and Language Choice on Shop Signs
DOI:
https://doi.org/10.14456/jhusoc.2026.17คำสำคัญ:
linguistic landscape, heritage tourism, shop signs, language choice, Chanthaboon Riverfront Communityบทคัดย่อ
This study examines the linguistic landscape of the Chanthaboon Riverfront Community in Chanthaburi Province, Thailand. Using a mixed-methods design, the study analyzed 71 shop signs and conducted semi-structured interviews with seven local shop owners. The sign analysis revealed that monolingual signs were the most common type, accounting for 74.6% of the dataset. Monolingual Thai signs formed the largest group at 56.3%, followed by Thai-English bilingual signs at 21.1%. Thai-Chinese signs were rare, making up only 2.8% of the sample, and only one Thai-Chinese-English trilingual sign was found. In terms of visual prominence, the Thai language was usually displayed more prominently than English on bilingual signs. Interview data suggested that shop owners’ language choices were shaped by both practical and symbolic concerns. The Thai language was associated with local identity, family memory, and the heritage atmosphere of the community. English was used to support tourist accessibility, online searchability, and business image. Chinese appeared mainly as a marker of cultural heritage rather than as an everyday language of commercial communication. The findings suggest that the linguistic landscape of the Chanthaboon Riverfront Community remains strongly anchored in Thai, while English and Chinese are used in relation to tourism, branding, and heritage identity.
เอกสารอ้างอิง
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