Semiotic landscapes in Bangkok’s Chinatown as a tourist destination

The aims of this study were to investigate the semiotic landscapes (sLs) in Bangkok’schinatown from the social semiotic perspective, to identify the types of semioticresources that make Bangkok’s chinatown a tourist destination, and to examine tourists’stances toward the sLs. in total, 108 tourists participated in this research, in which aqualitative analysis was mainly used. the results revealed that six types of semioticresources merged to index the sLs in Bangkok’s chinatown, namely the chineselanguage, colors, decorations, images, products and food displays, and architecture. theparticipants’ positive stance toward Bangkok’s chinatown was elicited by the integrationof decorations, colors, and the chinese language, whereas their negative stance wasbased on the lack of chinese-style architecture, the lack of the chinese language oncertain signs, and insufficient information in chinese on some signs. Different types ofsemiotic resources functioned in conjunction to establish the sLs of Bangkok’schinatown as a tourist destination. although the combination of languages, colors,decorations, and images created a chinese atmosphere and positive stance towardBangkok’s chinatown among the tourists, the deficiencies in the architecture resultedin the insufficient presentation of chinese culture and the culture and history of thechinese diaspora in Bangkok