Linguistic Landscape of Chiang Mai: Multilingualism and Cultural Communication in Tourism

Abstract

Chiang Mai, a renowned tourist destination in northern Thailand, offers a fascinating linguistic landscape (LL) that reflects the intersection of cultural heritage, globalization, and tourism dynamics. This study explores the distribution and functions of languages in Chiang Mai's public signage, focusing on the dominance of Thai, the auxiliary roles of English and Chinese, and the implications for cultural preservation and global accessibility. Thai signage reinforces cultural identity and heritage, while English and Chinese cater to the linguistic needs of international tourists, enhancing navigation and cross-cultural communication. The research highlights the dual functions of LL: its informational role facilitates practical communication, and its symbolic role reflects the city’s inclusivity and cultural richness. However, challenges such as inconsistent translations and limited representation of minority languages remain. Addressing these issues through standardized multilingual policies and the integration of technology could further improve Chiang Mai’s LL, positioning it as a global model for balancing cultural preservation and tourism. This study contributes to the growing discourse on multilingualism and linguistic landscapes, offering insights into the role of language in fostering sustainable and inclusive tourism.