Investigation and Perspective on the Construction of Language Landscape in Scenic Spots of Ancient Cities: Take the Juguo Ancient City in China as an Example

Abstract

As China gradually enters the era of mass tourism, people's tourism consumption demand has changed from low-level and focusing on sightseeing to high-quality, diversified and leisure vacations, which puts forward more requirements for the deep, connotational and high-quality development of tourism. Given that the research on language landscape in tourism is still relatively insufficient, this study tries to investigate the construction of the language landscape in the Juguo ancient city in Shandong Province from the perspective of the tourism language landscape in China. The study found that the language signs in the scenic area are mainly monolingual signs, supplemented by bilingual and trilingual signs; There are three languages in the scenic spot, Chinese, English and Korean, among which Chinese is the priority code, while English and Korean are marginalized codes in the scenic spot language landscape. The management department of scenic spots plays a decisive role in constructing language landscapes, but the business operators have not yet realized the economic value of language landscapes. There are problems in constructing the tourism language landscape in scenic spots, such as insufficient construction of a diversified language landscape, non-standard translation of language signs, and lack of design sense and characteristics of signs. In the future, scenic spot management departments should pay attention to the value of language landscape construction, meet the multilingual needs of tourists, highlight the style and characteristics of language landscape, and regularly carry out language landscape investigation and updates.