Multilingual signage and the making of Pattaya’s urban linguistic landscape

Abstract

This study explores the multilingual signage landscape of Pattaya, a major international tourist hub in Thailand. Using photographic evidence, field observations, and interviews with government officials and business owners, it analyzes the types, distribution, and linguistic composition of signs in key commercial areas. The findings show that Thai dominates in peripheral and residential zones, while English is the most common foreign language, followed by Chinese, Russian, and others. Signage patterns vary by location and business type, reflecting tourist demographics and spatial clustering. Multilingualism is most visible in central and beachfront areas, where signage serves both communicative and symbolic functions. The study challenges the conventional top-down and bottom-up divide by emphasizing decentralized, business-led language practices. It concludes with recommendations for local policymakers and urban planners to foster inclusive and culturally aware signage in a rapidly globalizing urban environment.