LACULTOUR: Journal of Language and Cultural Tourism

P-ISSN 2964-0261 | E-ISSN 2963-0673

Vol. 3 No. 1 April 2024
DOI: 10.52352/lacultour.v3i1.1439
POLITEKNIK PARIWISATA BALI
Available online: https://ejournal.ppb.ac.id/index.php/lacultour

The Linguistic Landscape of Pentingsari Tourism Village in

Yogyakarta: Code Switching and Multilingualism

Ni Kade Juli Rastitiati1, Nyoman Reni Ariasri2*, I Ketut Arjaya3, I Gusti Ngurah Agung
Suprastayasa4

1,2,3,4Politeknik
Pariwisata Bali (Bali Tourism Polytechnic)
Jl. Darmawangsa, Kampial, Kuta Selatan, Badung, Bali, Indonesia

*Corresponding author e-mail: [email protected]

ABSTRACT
The linguistic landscape, defined as the visibility and representation of languages in public
spaces, serves as a mirror reflecting societal multilingualism and cultural dynamics. This
study delves into the intricate interplay of language and society within a tourism village
landscape of Pentingsari in Yogyakarta. It employed qualitative methods including
ethnographic observation, document analysis, and interviews to decipher the layers of
meaning embedded in the linguistic landscape. Ethnographic observation involved
systematic documentation of linguistic elements encountered in public spaces, including
signs, advertisements, and graffiti. Document analysis further scrutinized the textual and
visual features of these linguistic artifacts, identifying patterns and themes within the
linguistic landscape of the village. It found out that the linguistic landscape of Pentingsari
Tourism Village was characterized by multilingual and codeswitching phenomena, which
were evidenced by the utilization of various languages, including Indonesian, Javanese,
Arabic, and English. In addition, it also showed that the phenomena were not primarily
due to its status as a tourism village, but rather, it served the needs of the local community.
Keywords: linguistic landscape, multilingualism, village tourism

Article history: Submitted April 2024 | Revised May 2024 | Accepted May 2024

1. INTRODUCTION
Pentingsari tourism village in Yogyakarta has experienced a significant rise in
tourist numbers of visit, leading to a growing importance of signage and name
boards, advertisements and the like within the village. In other words, this increase
in number of visitors has prompted changes in the linguistic landscape as well.
Street signs, shop names, advertisements, and graffiti have become more prevalent
around Pentingsari tourism village, reflecting the evolving socio-cultural
environment. Interestingly, public spaces now bear linguistic markers that resonate
with the community's social fabric, a transformation that was initially unforeseen
by the villagers.

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The Linguistic Landscape of Pentingsari Tourism Village in Yogyakarta: Code Switching and Multilingualism
Ni Kade Juli Rastitiati, Nyoman Reni Ariasri, I Ketut Arjaya, I Gusti Ngurah Agung Suprastayasa

The linguistic landscape within the context of tourism represents a rich and
multifaceted field of study that intersects linguistics, tourism studies, and cultural
geography. The existing literature on the linguistic landscape in tourism, focuses on
its conceptualizations, methodologies, and implications for destination branding,
cultural representation, and visitor experiences.
The concept of the linguistic landscape in tourism refers to the visible and
audible manifestations of language within tourist destinations, encompassing
signage, advertising, placenames, and linguistic interactions encountered by visitors
(Shohamy & Gorter, 2009). From multilingual street signs in urban tourist hubs to
indigenous language displays in cultural heritage sites, the linguistic landscape
shapes tourists' perceptions of place and contributes to the construction of
destination identity (Blackwood & Lanza, 2018). Moreover, the linguistic landscape
serves as a reflection of the sociolinguistic complexity and cultural diversity of
tourist destinations, offering insights into language contact, language policy, and
intercultural communication dynamics (Landry & Bourhis, 1997).
The linguistic landscape of tourism villages is indeed a fascinating and
multifaceted reflection of the local dynamics encompassing culture, history, and
politics. Sholikhah, Kholifah, & Wardani, (2020) and Lu (2020) shed light on this
complexity, emphasizing the multilingual nature of these landscapes. Various
languages are employed for diverse purposes, ranging from expressing cultural
identity to facilitating information dissemination. However, Azyyati (2023) and
Savitri, Nuswantara, & Ratu (2022) bring attention to the impact of top-down
tourism strategies, which can sometimes result in the dominance of specific
languages like Indonesian and English within these landscapes. Language
dominance and variety also shown in tourism facilities name of a tourism village
(Rastitiati, Suprastayasa, & Susianti, 2023)
Despite these challenges, Savitri, Nuswantara, & Ratu (2022) argues that
incorporating local languages in signage and building names remains crucial. Such
practices not only preserve the authentic values and culture of the community but
also contribute to a more inclusive and representative linguistic landscape. By
acknowledging and embracing linguistic diversity, tourism villages can enhance
their appeal to visitors while maintaining their unique cultural heritage.
The linguistic landscape plays a crucial role in destination branding and
cultural representation, influencing tourists' perceptions of authenticity,
hospitality, and inclusivity. Language choice in signage, advertising, and
promotional materials shapes the image of a destination and communicates cultural
meanings to visitors (Coulmas, 2009). Moreover, the representation of minority
languages and indigenous dialects in the linguistic landscape contributes to the
recognition and valorization of linguistic diversity, fostering intercultural dialogue
and respect for local heritage (Pietikäinen & Kelly-Holmes, 2013). Conversely,
mismatches between tourists' language expectations and linguistic provision may
lead to feelings of alienation, frustration, and cultural misunderstanding,
highlighting the importance of aligning linguistic practices with visitor preferences
(Cenoz & Gorter, 2011).
Tourists' interactions with the linguistic landscape shape their experiences
and perceptions of destination authenticity, sociability, and linguistic hospitality.
Multilingual signage and linguistic accommodation strategies enhance tourists'

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The Linguistic Landscape of Pentingsari Tourism Village in Yogyakarta: Code Switching and Multilingualism
Ni Kade Juli Rastitiati, Nyoman Reni Ariasri, I Ketut Arjaya, I Gusti Ngurah Agung Suprastayasa

sense of belonging and facilitate communication in unfamiliar environments (Carr,

2019). Additionally, linguistic encounters with local residents, service providers,
and fellow travelers contribute to intercultural learning and the negotiation of
cultural meanings (Stroud & Mpendukana, 2020). However, language barriers and
communication breakdowns may also pose challenges to tourist satisfaction and
cultural immersion, underscoring the need for linguistic support services and
intercultural training initiatives (Piller, 2016). This study therefore aims to
construct a nuanced understanding of the linguistic landscape in Pentingsari
Tourism Village.

2. METHOD
Research methodologies employed in the study was qualitative approach.
Ethnographic observation, photo elicitation, and textual analysis are commonly
used methods to document and analyze linguistic elements encountered by tourists
during their journeys (Ben-Rafael et al., 2006). Furthermore, multimodal analysis
has emerged as a fruitful methodological approach, allowing researchers to examine
not only linguistic texts but also the visual, spatial, and sensory dimensions of the
tourist experience (Jaworski & Thurlow, 2010).
This research adopts a qualitative approach, combining ethnographic
observation, document analysis, and interviews to investigate the linguistic
landscape of Pentingsari Tourist Village. Ethnographic observation involve
systematic documentation of linguistic elements encountered in public spaces,
including signs, advertisements, and graffiti. Document analysis further scrutinize
the textual and visual features of these linguistic artifacts, identifying patterns and
themes within the linguistic landscape. Additionally, semi-structured interviews
with visitors provide insights into their perceptions and experiences of the linguistic
landscape. Through triangulation of these data sources, this study aims to construct
a nuanced understanding of the linguistic landscape in Pentingsari Tourist Village.

3. RESULT AND DISCUSSION

3.1 Results
In order to comprehensively analyze the linguistic landscape of Pentingsari tourism
village and to gain insights into the distribution of languages across the research sites, we
first conducted an analysis of 28 linguistic signs that were photographed. This analysis
focused on identifying the number and types of languages present on each sign, providing
a foundational understanding of the multilingual dynamics within the village's
environment. By examining these linguistic markers, we aimed to uncover patterns of
language use and representation, contributing to a broader understanding of the
sociolinguistic context of the area.
The collected data consist of 28 signs in Pentingsari tourism village which can be
catagorized into nine types of language used. These signs encompass a variety of
communication purposes, ranging from conveying essential information like
assembly points to promoting homestay names and serving as appeals or
advertisements. The following table delineates the different language types
employed across these signs.

Table1
Types of Language Used in Pentingsari Tourism Village

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The Linguistic Landscape of Pentingsari Tourism Village in Yogyakarta: Code Switching and Multilingualism
Ni Kade Juli Rastitiati, Nyoman Reni Ariasri, I Ketut Arjaya, I Gusti Ngurah Agung Suprastayasa

No Types of Language Total Percentage

1. Indonesian 9 32.1
2. Javanese 3 10.7
3. English 1 3.6
5. Indonesian-Arabic 7 25
6. Indonesian-English 3 10.7
7. English-Java 1 3.6
8. Indonesian-Arabic-Java 1 3.6
9. Indonesian-Arabic-English 2 7.1
Total 28 100
Source: Author

The provided table offers a compr ehensive view of the linguistic landscape
within Pentingsari Tourist Village, detailing the types and frequency of languages
used in signage. Indonesian emerges as the predominant language, with nine
instances, likely serving as the primary mode of communication within the village.
It is because Indonesian is a national language that must be used in all regions of
Indonesia. Javanese follows with three signs, indicating its significance as a
secondary language. English appears sparingly, featured only once, possibly to
accommodate tourists or facilitate international communication. Bilingual signage
is prevalent, with seven signs displaying both Indonesian and Arabic, reflecting a
cultural and linguistic diversity within the village. Additionally, trilingual signs are
observed, such as those incorporating Indonesian, Arabic, and English, suggesting
an effort to cater to a broad audience. This linguistic diversity underscores the
village's inclusive approach to communication, catering to both local residents and
visitors from diverse cultural backgrounds. Overall, the table paints a picture of
Pentingsari as a vibrant and multicultural community, where signage reflects the
richness of its linguistic heritage.

3.2 Discussion
3.2.1 Multilingualism
The linguistic choices in Pentingsari Tourism Village reflect a nuanced blend
of cultural, geographical, and practical considerations. The utilization of local
Javanese stems from the village's geographical location within the heart of Java,
where the Javanese language holds sway. Indonesian, the national language of
Indonesia, finds its place in Pentingsari as a means of communication within the
broader Indonesian context. Arabic emerges as a significant language due to its
intimate connection with the religious beliefs prevalent among the community in
Pentingsari. Lastly, English serves as a tool for precision and clarity in describing
various situations and objects, emphasizing its functional role within this diverse
linguistic tapestry.
The multilingual phenomenon is evident in the Linguistic Landscape of
Pentingsari Tourism Village, showcasing the utilization of various languages on
signage. Among these languages are Javanese, Indonesian, Arabic, and English,
which are employed in various modes, including monolingually, bilingually, or
multilingually. The figures below illustrate the diverse modes of the languages.

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The Linguistic Landscape of Pentingsari Tourism Village in Yogyakarta: Code Switching and Multilingualism
Ni Kade Juli Rastitiati, Nyoman Reni Ariasri, I Ketut Arjaya, I Gusti Ngurah Agung Suprastayasa

A sign in Javanese A sign in Indonesian and Arabian

Signs in Indonesia, English and Javanese A sign in English and Indonesian

Figure 3.1 Signs in Pentingsari
Source: Author’s Pictures

3.2.2 Code Switching

Different from internationally visited tourism village like Pantai Melasti
(Suprastayasa & Rastitiati 2023) the multilingual environment in Pentingsari isn't
solely attributable to its status as a tourism village; rather, it's deeply rooted within
the local community. This linguistic diversity is exemplified by the sporadic use of
English. Table 3.1 illustrates that English usage is infrequent. Furthermore, the
English terms employed, such as "welcome," "camp," and "camping ground,"
resonate more with the village's inhabitants and local Indonesian visitors,
underscoring the community-centric nature of this multilingualism. The other
foreign language, Arabic, is also used, not because Pentingsari is a tourism village
that receive tourists visit from Arab but it is more likely because of the community
religious belief in which Arabic is the language of their holy scripture. Arabic words
such as "Ramadhan," "shalat," "iti'kap," "adzan," and "magrib" are incorporated not
with the intention of providing information to tourists from the Middle East or
Arabic-speaking visitors, but rather due to their significant association with the
religious beliefs of the villagers, who predominantly adhere to Islam.
In Linguistic Landscape, the phenomenon of "code-switching" may occur, a
term coined by Sebba (2010) to describe the alternation between two or more
linguistic varieties within a single stretch of discourse. In Pentingsari Tourism
Village, this phenomenon has also been noted, albeit infrequently. For instance,
phrases such as "base camp/sewa atv" (English to Indonesia) and "menyimak
kajian Islam online" (Indonesia to English), “Ramadhan ora muno” (Arabic to
Javanese) demonstrate instances of code-switching, as depicted in the
aforementioned figure. The primary objective behind employing code-switching in

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The Linguistic Landscape of Pentingsari Tourism Village in Yogyakarta: Code Switching and Multilingualism
Ni Kade Juli Rastitiati, Nyoman Reni Ariasri, I Ketut Arjaya, I Gusti Ngurah Agung Suprastayasa

this context is to enhance the comprehensibility of the message, leveraging

familiarity with visitors
In addition to code-switching, another intriguing phenomenon commonly
observed in the linguistic landscape involves the implementation of "top-down or
bottom-up" approaches or policies (Rafael et al., 2006). In the top-down approach,
signage is determined by governmental or public institutions, whereas in the
bottom-up approach, signage is provided by individuals or private sectors. In
Pentingsari, this phenomenon is evident as the signs, particularly those indicating
homestays, are mandated by the village authority (figure below). The phenomenon
of top-down support aligns with the research findings highlighted by Azyyati (2023)
regarding tourism villages in Cisaat, Indonesia.

Figure 3.2
Signs of homestay which is in uniformity

Figure 3.2 illustrates homestay signage in uniformity. It seems that the design
as well as the signages themselves are supplied by the authority whether the village
leader or the Village Tourism Awareness Group and supported by a bank, evident in
similar design and the consistent headings such as "Desa Wisata Pentingsari" and
uniform font for "Homestay." The only difference lies in the names of the homestay
owners. This uniformity not only enhances visual appeal but also signifies that the
homestays fall under the control of Pentingsari Tourist Village, portraying a sense
of organization and authority. Based on Azyyati (2023) investigation at Cisaat
tourism village, such uniformity in linguistic landscape indicates the top-down
tourism approach.
Upon observing the Linguistic Landscape of Pentingsari, it becomes evident
that this tourist village could benefit from enhancing its signage to cater more
effectively to visitors. This includes providing directional information, labeling
buildings, indicating meeting venues, and other pertinent details. Given its status as
a tourism destination, it is imperative that all signage is presented in English,
following the national language of Indonesian or the local Javanese, to accommodate
international visitors.

4. CONCLUSION
The linguistic landscape of Pentingsari Tourism Village is characterized by a
multilingual phenomenon, which is evidenced by the utilization of various
languages, including Indonesian, Javanese, Arabic, and English. It is not primarily
due to its status as a tourism site; but it is also to serve the needs of the local

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The Linguistic Landscape of Pentingsari Tourism Village in Yogyakarta: Code Switching and Multilingualism
Ni Kade Juli Rastitiati, Nyoman Reni Ariasri, I Ketut Arjaya, I Gusti Ngurah Agung Suprastayasa

community. Intriguing occurrences such as "code-switching" is observed within the

village. The use of homestay signages that are similar shows the "top-down"
approach in some ways - at least in homestay signage design - of the development
of village tourism. Being a tourism village visited by many people, it seems that
there is a notable need for more signage to reinforce Pentingsari's identity and to
adequately address the information requirements of both local and international
visitors. This case study only analyzes the linguistic landscape of one tourism village
with limited number of data, more studies need to be done to investigate varieties
of cases of linguistic landscape in different villages.

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