Glocalizing across the Sacred Place: Exploring Linguistic Landscape of Wat Maha That, Ayutthaya, Thailand

Abstract

This study examines the LL of Wat Maha That, a significant cultural heritage site in Ayutthaya, Thailand, to understand the process of glocalization through public signage. This study employed both quantitative and qualitative methodologies to analyze 48 signs at Wat Maha That. Quantitatively, the signs were categorized into monolingual, bilingual, and multilingual groups, revealing a predominance of bilingual Thai-English signs and a notable presence of multilingual signs incorporating Japanese and Chinese. Qualitatively, the analysis explored the linguistic composition, focusing on the size, placement, and visual prominence of each language, as well as the functional roles of the signs, such as providing information or regulating visitor behavior. The qualitative findings highlighted how Thai was prioritized, reflecting its cultural significance, while foreign languages enhanced accessibility for international tourists. The findings also indicate that the strategic use of foreign languages in regulatory signage not only enhances the site’s global appeal and accessibility but also underscores its cultural and religious significance. This interplay between global and local elements is crucial for maintaining the sanctity and authenticity of Wat Maha That while catering to international tourists. The study highlights the importance of balancing regulatory measures with visitor experience to avoid potential irritation and enhance overall satisfaction. These insights contribute to the broader understanding of how linguistic landscapes can facilitate the integration of global influences into local contexts, preserving cultural heritage while promoting international tourism