Symbolic Functions in the Linguistic Landscape of Public Signs in Zhuji Ancient Alley

Abstract

Against the backdrop of China’s strong promotion of cultural and tourism integration, the study of linguistic landscapes in historic cultural districts has attracted increasing attention. However, empirical research on the symbolic functions of such linguistic landscapes remains relatively limited. This study focuses on Zhuji Ancient Alley and applies the three-dimensional framework of symbolic functions in tourism linguistic landscapes to examine how verbal and visual symbols on public signs construct historical and cultural identity and shape visitor experience. Fieldwork was conducted to collect data on public signs, which were analyzed using quantitative methods for verbal symbols and material carriers, and multimodal analysis for visual symbols. The results indicate that multilingual combinations, particularly the inclusion of Malay, which is rarely seen in Chinese tourist sites, convey a strong sense of hospitality to overseas Chinese visitors. In addition, the combination of traditional Chinese characters, wooden and stone materials, wok-ear wall shapes, lei patterns, and gold inscriptions generates a pronounced sense of exoticism and historical-cultural atmosphere. Despite these positive features, some deficiencies in the linguistic landscape were also observed, such as inconsistent language combinations and visual symbols, suggesting that professional guidance may enhance the symbolic functions of public signs. This study provides empirical insights for the design and planning of public signs in historic cultural districts and contributes to the applied study of symbolic functions in linguistic landscapes.