The Linguistic Landscape of Public Tourism Spaces in

Baubau City: Function and Identity Representation

Sukur Oda1, Akin Duli2*, Lukman3
1,2,3
Doctoral Study Program in Linguistics, Postgraduate Faculty of Cultural Sciences, Hasanuddin University.
Makassar
*
Corresponding author. Email: [email protected]

ABSTRACT
This research examines the linguistic landscape in public tourism areas of Baubau City, Indonesia, focusing on
language functions and identity representation. The study analyzes the visible use of language on tourist destination
signage, commercial signs, road signs, information boards, and other public texts to understand how language reflects
and influences sociocultural dynamics and local identity. This research employs a qualitative descriptive method,
including field observations, photographic documentation, and content analysis to uncover patterns of language use,
functions, and their implications for tourism and local identity. The study reveals diverse language usage including
Indonesian, English, Wolio, Ciacia, Japanese, and Mandarin. Findings show three patterns of language use:
monolingual (76%), bilingual (23%), and multilingual (1%), with Indonesian dominating monolingual signs (62%).
The linguistic landscape functions as an identity marker, cultural symbol, and means of cultural commodification in
the context of tourism. The use of local languages including Wolio and Ciacia affirms efforts to preserve cultural
identity, while foreign languages reflect an orientation towards international tourism. This study reveals the
complexity in balancing cultural heritage preservation with global tourism demands and enhances understanding of
the role of linguistic landscapes in representing identity, culture, and socio-economic dynamics in multilingual tourist
areas. The results of this research contribute to the understanding of interactions between language, identity, and
tourism in the context of multicultural urban societies.

Keywords: Linguistic landscape, Tourism, Identity representation, Sociolinguistic.

1. INTRODUCTION
Various signs in public tourism spaces reflect and regulate the structure of these public spaces. Sociological,
cultural, sociolinguistic, and political aspects of public spaces can influence how these signs function. These signs also
play an important role in spatial management and regulation. Signs in public spaces can compel people to comply with
rules and norms through shared guidelines. These signs are not created without consideration, as they carry messages
and are never neutral, but rather are related to social structures, hierarchies, and power [1].
Linguistic landscape research, often abbreviated as LL, is a fairly broad field of study. Its main focus is observing
how various languages are displayed and highlighted on information boards in public and commercial spaces [2]. LL
researchers strive to achieve two main goals. First, they want to discover consistent patterns in the use or absence of
certain languages in public spaces. Second, they seek to understand what drives society to use certain languages on
public information boards, including the ideologies and perceptions that influence these choices. [3] States that the
linguistic landscape of an area can serve two basic functions: informational and symbolic. The informational function
can convey messages about the people who live in or occupy a particular area, showing language boundaries among
people. On the other hand, the symbolic function indicates significant symbolic meanings (such as identity, power,
and status) for the community in an area [4].
Therefore, LL can be considered a powerful mechanism of inclusion and exclusion, expressing and creating
identity [5] and [6]. For this reason, the prevalence of linguistic tones or metaphors in protest signs visible to the
general public can express group or national identity.

© The Author(s) 2025

M. Hasyim et al. (eds.), Proceedings of The 5th International Conference on Linguistics and Cultural Studies 5
(ICLC-5 2024), Advances in Social Science, Education and Humanities Research 916,
https://doi.org/10.2991/978-2-38476-394-8_45
 The Linguistic Landscape of Public Tourism Spaces in Baubau City 397

The scope of LL research is very broad, covering various settings such as workplaces, government offices,
educational institutions, city parks, community centers, and tourist attractions. By observing language usage patterns
in these places, researchers can see which languages are more dominantly used. Interestingly, in countries with diverse
languages, information boards often use more than one language. This phenomenon opens up opportunities for
researchers to conduct deeper analyses of how various languages are used together in one public space.
Thus, linguistic landscape (LL) studies can be used to describe and identify systematic patterns of language
presence and absence in public spaces. LL in public spaces appears both precisely and randomly, but can also be the
opposite. LL explores systematic patterns and links LL with society, humans, politics, ideology, economics, policy,
status and identity, multilingualism, and multimodality, as well as describing and analyzing various forms of
representation.
In the field of sociolinguistics, the study of language use in tourist areas is becoming an increasingly interesting
topic for researchers. The main focus of this study is to observe and interpret various languages used on information
boards or signs in tourist places [7]. The use of language in public spaces, especially language related to tourism and
culture in a tourist city, will reinforce the existence of a tourist city. It can be understood that the first thing tourists
encounter when they visit a tourist city is written language displayed in public spaces, either as labels, directions, or
other functions [8].
Tourism linguistic landscape is an interesting field of research in sociolinguistics, particularly in linguistic
landscape research. This field analyzes and interprets the presence of languages written on public signs in tourist
spaces. Although studies have been conducted in this field in several European and Asian countries such as Ireland
[9], Spain [10], Hungary [11], Thailand [12], Arab [13], South Korea [14], and Singapore [15] this field still needs to
be explored further, especially in the context of Indonesia as a country that increasingly welcomes international
tourists to its various tourist destinations.
Baubau City, as one of the tourist destinations in Southeast Sulawesi Province, has various tourist attractions.
Nature tourism, religious tourism, culinary tourism, cultural tourism, and especially historical tourism of "Benteng
Keraton Buton" which has become the main icon of a very popular tourist attraction in Indonesia and even abroad.
Since 2006, Buton Keraton Fortress has been designated as a National Cultural Heritage. This cultural tourism
destination is one of the mainstays of Baubau City's tourism destinations with the highest number of foreign and
domestic tourist visits among other tourism destinations in Southeast Sulawesi [16]. Of course, as a popular tourist
destination in Southeast Sulawesi, this city shows a very dynamic and intense use of linguistic landscape in several
surrounding tourist objects, both in destination objects and commercial objects. This can be seen from the diversity of
language forms in its public spaces, where this diversity brings various functions, meanings, and local cultural values.
Based on these assumptions, this study examines the languages on public signs in Baubau City and its surrounding
tourist destinations. Therefore, this article aims to investigate:
1. What languages are present in the linguistic landscape of public tourist spaces in Baubau City?
2. What are the informational and symbolic functions on signage in public tourism spaces in Baubau City?

2. LITERATURE REVIEW

2.1. Linguistic Landscape

Linguistic landscape is a term first introduced by [2], referring to the combination of "language used on public
road signs, advertising billboards, street names, place names, commercial shop signs, and public signs on government
buildings".
Another important contribution to the study of linguistic landscapes comes from Scollon and Scollon, who
introduced the theoretical framework of geosemiotics, "the study of the social meaning of the material placement of
signs and discourses and of our actions in the material world". [17] Argues that the meaning of signs and symbols is
shaped by their placement, and each sign or symbol indexes a larger discourse. [17] Also explains the code preference
system on bilingual or multilingual signs, which refers to the order of languages appearing on these signs. This is an
important concept in the current study, where bilingual or even multilingual signs are expected, given the language
diversity in Baubau City.
Based on these two studies, other scholars began working in the field of linguistic landscape. An analysis of
Israel's linguistic landscape was developed by [18]. They made a distinction between signs from national and public
bodies and signs from individual social actors such as shop owners, using the terms "top-down" and "bottom-up" to
refer to them. By utilizing this distinction, they were able to investigate how different languages are used by society
398 S. Oda et al.

and the state. The scholar of [19] made a similar distinction between official and unofficial signs when investigating
Tokyo's linguistic landscape and observed differences between the languages used on both types of signs. One notable
difference was in code preference, where Japanese was the preferred code for 99.0% of official signs and only 60.3%
of unofficial signs.

2.2. Linguistic Landscape and Tourism

Researchers have studied linguistic landscapes as linguistic situations in popular tourist areas. In these studies,
they have discovered a process of turning language into a commodity or merchandise. According to [20], there are
two ways to view this process: first, language is seen as a practical skill, and second, as a marker of cultural
authenticity. Furthermore, Heller argues that the tourism industry is now increasingly popular in peripheral regions. In
these areas, there are often groups that use minority languages. As a result, these places are beginning to try to
transform their identities, which were actually formed due to political factors, into something that can be marketed or
sold to tourists.
The town of Dingle in Ireland is a prime example of how minority languages are used as commodities in the
tourism industry. Based on [21]’s research on language use in Dingle's public spaces, interesting patterns were found
in the use of Irish and English languages. Signs that only used Irish were found to be specifically aimed at local
residents. Meanwhile, to attract tourists, bilingual signs combining Irish and English were created. More than just
translations, these signs were carefully designed using distinctive fonts and colors, immediately evoking an Irish
ambiance. This strategy has two objectives: first, to create an image of "Irish authenticity" for tourists, as if they were
enjoying a genuine Irish experience. Second, the use of English ensures that information remains understandable to
international visitors, creating a balance between foreign (Irish language) and familiar (English language) elements.
With this approach, the Irish language not only functions as a communication tool but also becomes part of the
"tourism product" offered by Dingle. The town uses its language to build an image as a place where tourists can
experience "authentic Ireland".
Studies on tourism linguistic landscapes have also shown the prevalence of English in places where it is not the
primary language used. Research by [11] on the city of Hódmezővásárhely in Hungary found that bilingual signs are
present in many parts of the city, including museums, hotels, and the city center. Museums include multilingual signs
covering English, French, and Spanish, while most signs in the city center are Hungarian-English bilingual. Marta
notes that the presence of bilingual signs in Hódmezővásárhely means the city is increasingly ready to be visited by
tourists from various countries.
A study by [22] focuses on the linguistic landscape of resort towns located in the border regions of Lithuania and
Poland. Researchers observed multilingual linguistic landscapes in both countries, indicating that English functions as
a lingua franca and can be seen as the language of tourism. This study also found that multilingual signs are
commonly found in the private sector, such as in restaurants and shops, both in Lithuania and Poland.
In Indonesia, several studies on linguistic landscapes in the context of tourism have been conducted. One example
is the research conducted by [7]. This research reveals that the tourist linguistic landscape of Labuan Bajo consists of
14 languages: Indonesian, English, Manggarai, Italian, Arabic, Mandarin, Spanish, Komodo Language, Sanskrit,
Kupang Malay, Latin, French, German, and Dutch. It shows that the existing languages mostly appear on monolingual
signages and only a few appear on multilingual signages, that the code preference of bilingual signages is dominated
by Indonesian, that these signages are mostly made by non-governmental institutions, and that complementarity is the
most visible aspect in bilingual signages. [7] Also reveals Labuan Bajo as a tourist city marked by multilingual
inequality. English and Indonesian are the most widely used languages, while Manggarai and Komodo languages
(local languages) are the least used.
The findings above illustrate how linguistic and cultural aspects can be transformed into economic assets in the
context of tourism, while highlighting the complexities and implications of such practices. This shows that linguistic
aspects, even mere place naming, can play an important role in tourism strategies.
 The Linguistic Landscape of Public Tourism Spaces in Baubau City 399

3. METHOD
3.1. Research Design

This research employs a descriptive-analytical design focusing on describing the linguistic dimensions and content
of linguistic landscape items revealed in photographs. Content analysis is used to identify the languages displayed on
signages. In describing the presence of various languages in the collected samples, the frequency of existing languages
is counted to determine the linguistic landscape pattern of language use functions.

3.2. Data Collection

Data is collected in the form of photographs of signage, both official (top-down) and unofficial (bottom-up) signs.
This study follows the definition by [19] of signage as "any piece of written text within a spatially definable frame".
The unofficial signs analyzed in this study primarily consist of hotel, restaurant, and cafe signages. Some bottom-up
signs observed had more than one signage, but only one photo was taken for each bottom-up sign and counted for
analysis. This is to ensure that all these tourist objects have equal representation in the results, to guarantee that the
results themselves are not influenced by bottom-up signs that have many signages, thus providing impartiality in data
collection. In places where there is more than one bottom-up of the same type at the same location, only one photo is
counted for analysis. For buildings, only photos of commercial signs on the ground floor were taken. This is because
these commercial signs are most visible to passersby in these places and also for ease of data collection.
Furthermore, for official (top-down) signage, the tourist objects where photos were taken were selected from a list
of locations where statistics showing the percentage of local and out-of-town visitors to Baubau City are very
significant. These visitor statistics were taken from the Baubau City Central Statistics Agency website for 2023. The
photographic evidence of tourist objects signages taken as samples for research analysis are Buton Palace Fort, Batu
Sori Tourism, Samparona Pine Forest, and Nirwana Beach. These tourist objects were chosen to obtain signages from
various tourist objects where different languages are expected to be found. The photos used in this study were taken
by Sukur Oda from July to August 2024.

3.3. Data Analysis

The collected photos were analyzed using content analysis by [23] and [24] to identify the forms, types, and patterns
of languages present on these signages in order to reveal the functions of language use in Baubau City. The analysis of
public signage photos as visual representations of the linguistic landscape follows the steps in content analysis, namely
design, unit determination, sampling, coding, conclusion drawing, and validation.
The units of analysis used are word level and phrase and sentence level. A coding sheet is used to analyze the
language patterns of linguistic landscape items. The sheet consists of three columns: Linguistic Landscape Item,
Category (type of language contained, language pattern, translation, code preference, and language use function), and
Results.

4. RESULT AND DISCUSSION

4.1. Language Use in the Signage
From the data collected through field photographic evidence, there are six (6) languages visible on official (Top-
down) and unofficial (Bottom-up) signages in public spaces of tourist attractions in Baubau City. These languages are
Indonesian, English, Wolio (the local language of indigenous Buton people), Ciacia (the local language of some
indigenous Buton people), Japanese, and Mandarin. As for the characteristics of the signages, 3 sign patterns were
found. These patterns take the form of monolingual, bilingual, and multilingual signs. Then, the language situation
represented by the Linguistic Landscape (LL) will complement these results. From the analyzed signs, it can be
concluded that the languages depicted in the LL in the public tourism areas of Baubau city function as identity
markers, as cultural symbols, and as cultural commodification. Each finding is presented in the following explanation.
Table 1. Characteristic of the signage
Signage Characteristic Percentage
No Items
(%)
1 Monolingual signage 396 76%
2 Bilingual signage 121 23%
3 Multilingual signage 1 0%
Total 100%
400 S. Oda et al.

In Table 1 above, monolingual pattern signs were found to be 76%, with Indonesian being the primary choice,
followed by English, indicating a balance between national identity and international orientation. Interestingly,
although in limited numbers, local languages such as Wolio and Ciacia are also present, especially at tourist
attractions related to cultural heritage and history.
Meanwhile, bilingual pattern signs were found to be 23%, generally combining Indonesian with English or
Indonesian with Wolio. This combination reflects efforts to accommodate both local communities and a wider range
of tourists, including international visitors, while maintaining local identity. Language selection appears to be
influenced by the type and function of the tourist attraction. For example, internationally-oriented accommodations
and facilities tend to use English or bilingual patterns, while historical and cultural sites more often use Indonesian or
local languages.
The presence of a multilingual pattern was found in one item, specifically on the signage of the historical tourist
attraction, the Wolio Cultural Center. The presence of a multilingual pattern on one signage, including Indonesian,
English, Japanese, and Mandarin, is to accommodate the needs of local and foreign tourist guide services when
visiting the site.
The detailed distribution of monolingual, bilingual, and multilingual signages is presented in Tables 2, 3, and 4,
accompanied by several images as illustrations.

4.1.1. The Language Use in Monolingual Signs

Table 2. Distribution of the Monolingual Signage.

Percentage
No Monolingual signage Items
(%)
1 English only 134 34%
2 Indonesia only 245 62%
3 Wolio only 15 4%
4 Ciacia only 2 1%
Total 396 100%

Table 2 reveals that the distribution of Indonesian is the most frequently used (62%), followed by English (34%).
Local languages such as Wolio (4%) and Ciacia (1%) are also used, albeit at lower frequencies. This distribution
reflects a language policy that prioritizes Indonesian as the national language and English for international tourism
purposes, while still maintaining some use of local languages.

Figures 1 and 2 below illustrate English-only signage.

Figure 1 English-only signage.

 The Linguistic Landscape of Public Tourism Spaces in Baubau City 401

Figure 2 English-only signage.

The sign in Figure 1 reads "No Trash Here". This is a warning or instruction asking visitors not to litter in the area,
with the aim of maintaining cleanliness and environmental preservation. It is appropriately placed within the “Hutan
Pinus Samparona” or Samparona Pine Forest tourist area in Sorawolio District, Baubau City.
Another sign using only English is shown in Figure 2. This is a public sign placed within the Nirwana Buton Villa
and Resort accommodation area, Betoambari District. This sign also helps visitors navigate the tourist area more
easily, providing information about available facilities.
Symbolically, this sign reflects the identity of Samparona Pine Forest as a tourist spot that cares about the
environment. The message conveyed shows the management's commitment to maintaining cleanliness and natural
preservation. Moreover, the use of English on this sign reflects openness to international tourists, indicating that
Samparona Pine Forest is a friendly destination for visitors from various backgrounds. Thus, this sign not only
functions as an informative tool but also as a symbol of environmental awareness and multicultural identity.
In the distribution of monolingual signs, signs using only Indonesian are in the first position in terms of number.
This indicates the visible presence of monolingual Indonesian signs in the public tourism areas of Baubau City.
However, compared to monolingual English signs, it is quite surprising that Indonesian, the official language of
Indonesia, is dominantly used on 62% of monolingual signs. Figure 3 and 4 below show signs that use only
Indonesian.

Figures 3 and 4 below illustrate Indonesain-only signage.

Figure 3 Indonesian-only signage.

Figure 3 is a welcome sign at the gate leading to the Nirwana Beach tourist attraction located in Betombari
District. The sign reads: 'Selamat Datang Kawasan Wisata Pantai Nirwana' (Welcome to Nirwana Beach Tourist
Area). This sign serves to inform visitors that they have arrived at the Nirwana Beach tourist area. This is an important
informative function for visitor orientation. Symbolically, this sign reflects local identity and pride. The use of
Indonesian and the local name "Pantai Nirwana" reflects local identity and pride in the tourist spot. It shows that this
place is an important part of the local community and culture.
402 S. Oda et al.

Another monolingual Indonesian sign is displayed in Figure 4. The sign is placed within the Kamali Beach tourist
attraction located in Melai Village, Murhum District.

Figure 4 Indonesian-only signage.

This sign functions to regulate visitor behavior by providing clear instructions not to sit on the table. The "Dilarang
Duduk Diatas Meja" (No Sitting on the Table) sign at Kamali Beach not only serves as a regulatory tool to maintain
cleanliness and facility conditions but also reflects environmental identity and professionalism in tourist site
management.
Figures 5 below illustrate Wolio-only signage.

Figure 5 Wolio-only signage.

In Figure 5 above, the inscription on the stone uses Wolio language (Buri Wolio) in Arabic script as well which
reads "Benteng Keraton Buton" meaning Buton Palace Fort. This sign serves to provide historical information to
visitors, especially local people who understand the Wolio language. This makes it easier for them to understand the
message or instructions conveyed regarding the tourist attraction. The use of the Wolio language also ensures that
information is accessible to all layers of local society, including those who may be less fluent in Indonesian, about the
existence of the Buton Palace Fort.
The use of the Wolio language on signs at this historical site has strong symbolic meaning. It shows appreciation
for local cultural and linguistic heritage, and affirms Buton's cultural identity. It also serves to preserve the regional
language by displaying it publicly in a frequently visited tourist spot. Moreover, the use of Arabic script (which
appears to be used in the writing) can also symbolize the influence of Islam in Buton's history and culture, and respect
for heritage. Meanwhile, the use of Wolio script or language (Buri Wolio) on this sign reinforces the cultural and
historical identity of the Buton community.
Another monolingual sign in Ciacia language is displayed in Figure 6. The sign is placed outside the Karya Baru
traditional market located in Bugi Village, Sorawolio District.
 The Linguistic Landscape of Public Tourism Spaces in Baubau City 403

Figures 6 below illustrate Ciacia-only signage.

Figure 6 Ciacia-only signage.

Figure 6 shows a board with Hangul script (Ciacia language) writing that reads: 할때 빠싸르 까르야바루which in
Korean is read as: "Haltae ppassareu kkareuyabaru" and in Indonesian means "Halte Pasar Karya Baru" (Karya Baru
Market Bus Stop). This is not a standard Korean sentence, but rather an adaptation or transliteration from Indonesian
into Ciacia language.
According to a study by [25], the Ciacia language belongs to the Muna Buton, West Austronesian family. The first
use of Hangul script (Ciacia language) was documented in the compilation of the "Ciacia Language Agricultural
Terms Dictionary" produced by Chun Thai Hyun from the Faculty of Interpretation and Translation, Hankuk
University of Foreign Studies on September 15, 2015. Korean Hangul script was chosen with the assumption that it
suits the Ciacia language system and was adopted to save the Ciacia language. According to some sources, if the
Ciacia language is written in Latin script, there are words that cannot be written. While if written using Wolio script, it
will have a different meaning when written and spoken. They believe that with Korean Hangul script, all sounds in the
Ciacia language can be written.
4.1.2. The Language Use in Bilingual Signs

Table 3. Distribution of the Bilingual Signage

Percentage
No Bilingual signage Items
(%)
1 English and Indonesian 3 2%
2 Indonesian and English 60 50%
3 Wolio and Indonesian 49 40%
4 Indonesian and Wolio 4 3%
5 Ciacia and Indonesian 1 1%
6 Indonesian and Ciacia 4 3%
Total 121 100%

In Table 3 above, the distribution of bilingual pattern usage shows interesting variations in language use on
signages in the public tourism spaces of Baubau City. The most dominant bilingual pattern is the combination of
Indonesian and English, accounting for 50% of the total signage (60 items). This is followed by the combination of
Wolio and Indonesian languages which occupies the second position with 40% (49 items), indicating the importance
of the Wolio regional language in public communication. Other combinations have smaller percentages: Indonesian
and Wolio at 3% (4 items), as well as Indonesian and Ciacia (3%, 4 items). The use of English as the primary
language with Indonesian as the second language only covers 2% (3 items), while the combination of Ciacia and
Indonesian has the smallest percentage at 1% (1 item).
404 S. Oda et al.

The overall total reaches 121 bilingual signages, illustrating the rich linguistic diversity in the language landscape
of the region, with a dominance of national (Indonesian) and international (English) language combinations, as well as
significant recognition of regional languages, especially Wolio.
Figures 7 is sample of bilingual signage in English and Indonesia.

Figure 7 English and Indonesian bilingual signage.

Figure 7 is one of the signage located within the Batu Sori tourist attraction, specifically in the Lea-Lea District of
Baubau City. Informationally, this signage provides clear information about the location of the tourism information
center in two languages, facilitating access for both local and international visitors. The use of English "Tourism
Information Centre" ensures foreign tourists can easily identify and utilize the information service, while the
Indonesian text "Kawasan Wisata Batusori" provides important local context.
Furthermore, on a symbolic level, the use of two languages reflects the openness and readiness of this region in
welcoming international tourists, while maintaining national identity. The "Wonderful Indonesia" and "Baubau" logos
affirm that this destination is part of national and local tourism promotion. This bilingual approach is also symbolic in
demonstrating the modernity and internationalization of the tourism sector in Baubau, while still respecting the
national language.
Figures 8 is sample of bilingual signage in Wolio and Indonesia

Figure 8 Wolio and Indonesian bilingual signage.

The use of the bilingual pattern in Figure 11 above between the Wolio language (in Arabic script) and Indonesian
is located in one of the public spaces, specifically in the Betoambari District, Baubau City. This signage conveys an
inspirational message about the role of teachers in two languages. The use of Wolio in Arabic script "Guru Makida
Mosusuakana Dhala" ensures the message can be understood by local people fluent in the regional language, while the
translation in Indonesian "Guru yang sempurna adalah yang selalu menunjukan jalan" (A perfect teacher is one who
always shows the way) expands the audience reach. This allows effective communication to various levels of society,
both those who master the regional and national languages.
 The Linguistic Landscape of Public Tourism Spaces in Baubau City 405

The use of bilingualism on this signage has a strong symbolic meaning. The placement of the Wolio language in
Arabic script at the top shows respect for local cultural and linguistic heritage, while asserting Baubau's cultural
identity. Meanwhile, the use of Indonesian below it reflects integration with national identity. This combination is
symbolic of the harmonization between local cultural preservation and national unity. Additionally, the message about
the ideal role of a teacher has its own symbolic value, depicting the importance of education and guiandce in society.
Figures 9 is sample of bilingual signage in Ciacia and Indonesian.

Figure 9 Ciacia and Indonesian bilingual signage

Figure 9 above shows the bilingual use of Indonesian and Ciacia (Hangul script). This street sign is located in one
of the tourist villages in Bugi Village, Sorawolio District. The writing in Indonesian: "JL. AMAHUDANI" has a
transliteration in Hangul script: 잘란 아마후다니 (jalan amahudani). The use of Korean script here is not actual Korean
language, but rather a phonetic transliteration of the street name in Indonesian into Hangul script. Of course, this
relates to the adaptation of Ciacia script usage with Korean in that area.

4.1.3. The Language Use in Multilingual Sign

Table 4 Distribution of the Multilingual Signage
Percentage
No Multilingual signage Items
(%)
1 Ina+Eng+Mand+Jap 1 100%
Total 1 100%

In Table 3 above, the distribution of bilingual pattern usage in Indonesian, English, Mandarin, and Japanese
languages yielded one signage item in photographic evidence, specifically at the Wolio Cultural Center tourist
attraction in Murhum District, Baubau City.

Figures 10 is sample of multilingual signage in Indonesian, English, Japanese and Mandarin.

406 S. Oda et al.

Figure 10 Indonesian, English, Mandarin and Japanese signage

Figure 10 shows the use of a multilingual pattern on a signage at the Wolio Cultural Center tourist attraction in
Baubau City. This signage provides important information in various languages, ensuring accessibility for diverse
visitors. Information about opening hours, visitation procedures, and contact for reservations is conveyed in
Indonesian as the primary language. The use of English, Japanese, and indication of services in Mandarin
demonstrates readiness to receive international tourists. The contact list that includes specific language services
(English, Japanese, and Mandarin) facilitates communication for foreign visitors.
The use of multiple languages on this board has a strong symbolic meaning. It depicts the openness and hospitality
of Baubau City towards international tourists, while also showing appreciation for cultural diversity. The use of local
names (La Rahim, La Arwan, etc.) along with their foreign language abilities symbolizes the blend between local
identity and global competence. Expressions of gratitude in several languages (Indonesian, English, Mandarin, and
Japanese) at the bottom of the board reinforce the message of hospitality and appreciation for visitors from various
cultural backgrounds.
4.2. Function and Identity Representation of LL in Public Tourism Spaces
4.2.1. Dominance of Language Use
Indonesian, the official language of Indonesia, is dominantly used on 62% of monolingual signages in public
tourism spaces in Baubau City due to government policies making it the primary language. Indonesian is taught as a
compulsory subject at all levels of education, from elementary school to university. This shapes language habits in
schools and creates the perception that Indonesian should play an important role in social interactions. Therefore,
Indonesian is not only used in schools and universities but also in various other fields, including tourism.
4.2.2. Language as an Identity Marker
The presence of various languages, including Indonesian, regional languages Wolio and Ciacia, as well as foreign
languages such as English, Japanese, and Mandarin, reflects the multicultural identity of Baubau City. These findings
align with research in several other countries that also reveal the role of linguistic landscape in displaying local and
national identities in tourism areas. For example, a study [9] in Ireland found the use of Irish language on signages to
promote local identity in tourist spots. Research [10] in Spain also revealed that the Catalan language is used to assert
local cultural identity in tourism areas. Meanwhile, studies [11] in Hungary and [15] in Singapore show the
dominance of English in serving international tourists.

These findings indicate that the linguistic landscape in Baubau City reflects efforts to balance local and national
identities, as well as openness to international tourists. The diversity of languages used reflects the complexity of
Baubau City's cultural identity.

4.2.3. Language as a Cultural Symbol

The use of the Wolio language, especially on signages at Benteng Keraton Buton (Buton Palace Fortress),
represents the cultural heritage and history of the Buton Sultanate [26]. This affirms the cultural identity of Baubau
City and efforts to preserve regional languages as part of local cultural identity. These findings are in line with
Moriarty's research [21] in Ireland, which revealed that the linguistic landscape can be a medium for displaying
symbolic meanings significant to society, such as identity, power, and status. In the context of Baubau City, the use of
the Wolio language serves to maintain and promote local cultural heritage.

4.2.4. Language as Cultural Commodification

The cultural commodification of foreign language use, especially English, on signages for accommodation,
restaurants, and other tourism facilities reflects efforts to attract and serve foreign tourists. Language functions as a
tool to commercialize local culture and turn it into a commodity in the tourism industry. These findings are consistent
with research [20] that explains the phenomenon of "linguistic commodification" in the context of tourism, where
linguistic aspects are utilized for economic and commercial purposes. Research [22] in Lithuania and Poland also
revealed the use of English as a lingua franca in tourism areas, showing efforts to reach and serve international
tourists.
Overall, the linguistic landscape in public tourism areas of Baubau City illustrates efforts to balance local and
national identities, as well as openness to international tourists. The diversity of languages used reflects the
complexity of Baubau City's cultural identity, while also showing the potential for globally oriented tourism that still
maintains local wisdom. These findings are in line with similar research in various countries, showing that the
 The Linguistic Landscape of Public Tourism Spaces in Baubau City 407

linguistic landscape in tourism areas can be a rich representation of the identity, culture, and socio-economic
dynamics of a region.

5. CONCLUSION
The linguistic landscape in public tourism spaces of Baubau City reflects the diversity of languages and the
complexity of a unique cultural identity. This research reveals the use of six languages: Indonesian, English, Wolio,
Ciacia, Japanese, and Mandarin, distributed in three usage patterns - monolingual (76%), bilingual (23%), and
multilingual (1%). The dominance of Indonesian (62% of monolingual signs) demonstrates the implementation of
national language policy, in line with findings [9] in Ireland about the role of official languages in the linguistic
landscape. Meanwhile, the presence of local languages Wolio and Ciacia affirms efforts to preserve cultural identity,
similar to the use of Catalan in Spain reported by [10]
The functions of language in the linguistic landscape of Baubau City are not only as a communication tool but also
as an identity marker, cultural symbol, and means of cultural commodification. The use of the Wolio language,
especially in historical sites like “Benteng Keraton Buton”, represents the cultural heritage of the Buton Sultanate.
This phenomenon aligns with research [27] in Ireland that reveals the role of the linguistic landscape in displaying
symbolic meanings for society. On the other hand, the use of foreign languages, particularly English, reflects
international tourism orientation and efforts at local cultural commodification, as explained by [20] in the concept of
"linguistic commodification".
The diversity of languages in the linguistic landscape of Baubau City also serves to increase information
accessibility for local and international visitors. This is in line with the findings of [22] in Lithuania and Poland about
the use of English as a lingua franca in tourism areas. The bilingual and multilingual patterns found reflect efforts to
balance local and national identities with the demands of global tourism, similar to what was observed by [15] in
Singapore.

In conclusion, the linguistic landscape in public tourism spaces of Baubau City is a rich representation of the
identity, culture, and socio-economic dynamics of the region. This phenomenon illustrates the complexity of
balancing cultural heritage preservation with globally oriented tourism development. These findings enrich the
understanding of the role of linguistic landscapes in the context of tourism, especially in areas with linguistic and
cultural diversity like Baubau City.

AUTHORS’ CONTRIBUTIONS
Sukur Oda as the first author is responsible for data collection, statistical analysis, and manuscript writing.
Prof. Dr. Akin Duli, M.A. as the second author is responsible for providing guiandce and supervision throughout
the research.
Prof. Dr. Lukman, MS. as the third author contributes to manuscript review and literature review for journal
writing.

ACKNOWLEDGMENTS

We would like to express our gratitude to the Ministry of Education and Culture through the funding of the BIMA
Grant research for the 2024 Doctoral Dissertation Basic Research scheme. Our thanks also go to the Institute for
Research and Community Service (LPPM) of Hasanuddin University for their cooperation in this research. We also
extend our appreciation to the Doctoral Program in Linguistics, Postgraduate School of the Faculty of Cultural
Sciences, Hasanuddin University for their significant contribution.

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