Linguistic Ladscape of Senggigi Main Road: Analysis of Forms and Functions
DOI:
https://doi.org/10.58258/r28re062Abstract
The rapid growth of tourism has transformed many destinations into multilingual spaces where public signs function as communication media and representations of social, cultural, and economic activities. This study aims to analyze the linguistic forms and communicative functions of multilingual public signs along Senggigi Main Road, one of the main tourism corridors in West Nusa Tenggara, Indonesia. A descriptive qualitative approach was employed using Linguistic Landscape theory. Data consisted of 388 public signs collected through field observation and photographic documentation. The signs were analyzed according to their sources (top-down and bottom-up), language composition (monolingual, bilingual, and multilingual), and communicative functions (informational, symbolic, commercial, and cultural). The findings indicate that bottom-up signs dominate the linguistic landscape (86.3%), reflecting the significant role of private tourism businesses. Monolingual signs are the most common language composition (58.8%), followed by bilingual (38.1%) and multilingual signs (3.1%). Commercial function is the predominant communicative function (75.8%), while informational, symbolic, and cultural functions occur less frequently. These findings demonstrate that language choices in Senggigi's public signage primarily serve commercial purposes while simultaneously facilitating communication and representing local cultural identity. The study contributes to Linguistic Landscape research by integrating linguistic forms and communicative functions into a single analytical framework, providing a more comprehensive understanding of multilingual public signage in an Indonesian tourism destination.References
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