THE ROLE OF LINGUISTIC LANDSCAPE IN PROMOTING TOURISM IN INDONESIA: A SYSTEMATIC LITERATURE REVIEW

Abstract

This study presents a systematic literature review examining the role of linguistic landscape (LL) in promoting tourism in Indonesia. Using the PRISMA framework and guidelines for systematic reviews, relevant studies published between 2015 and 2025 were identified, screened, and analyzed. The findings reveal that LL plays a significant role in shaping tourists’ first impressions by visually communicating a destination’s identity, readiness, and professionalism. Multilingual signage, particularly the combination of Indonesian and English, emerges as the dominant communication strategy, facilitating accessibility for international visitors while maintaining national identity. In addition, the inclusion of local languages contributes to cultural preservation and enhances the authenticity of tourist experiences. The review also highlights the function of LL as a destination branding tool, where language, symbols, and visual elements work together to create attractive and memorable images. Clear and readable signage is found to improve tourist mobility, satisfaction, and overall travel experience. Furthermore, private businesses actively utilize LL as a marketing strategy, while digitalization expands its scope through online and interactive platforms. However, disparities in LL development across regions indicate unequal tourism readiness. LL serves as a strategic instrument for communication, branding, and cultural representation in Indonesian tourism.