A study of language use on signs. intelligibility, and attitude among international tourists : a case study of 4 local markets in Amphoe Hat Yai

การศึกษาภาษาที่ใช้บนป้ายความเข้าใจและทัศนคติของนักท่องเที่ยวต่างชาติ: กรณีศึกษาตลาด ๔ แห่งในอำเภอหาดใหญ่

Name: Phatsakorn Musikaew

LCSH: Burapha University -- English for Communication

Classification :.DDC: 659.1342

LCSH: English langauge -- Usage

LCSH: Tourists -- Thailand

LCSH: Consumer satisfaction

LCSH: Japanese language -- Usage

LCSH: Malay language -- Usage

LCSH: Chinese language -- Usage

LCSH: Signs and signboards

Abstract: This study aims to explore the linguistic landscape, specifically on the visibility of languages appearing on signs. By studying three variables, this research intends to investigate 1) the uses of languages on signs, 2) the level of intelligibility of signs as rated by international tourists, and 3) the level of attitude of these international tourists toward the use of languages and graphics on signs in four local markets named Kim Yong, Greenway, Asean Night Bazaar, and Santisuk located in Hat Yai, Songkhla, Thailand. The respondents who took part in this study were international tourists. The research instrument was a questionnaire, consisting of 30 signs photographed and taken from four local markets in Hat Yai. Thirty statements with a 6-rating scale were used to rate the level of intelligibility of the respondents toward the signs and 24 statements with a 5-rating scale were administered to survey the respondents' attitudes toward the languages appearing on these signs. In total, 311 signs were found in four local markets, with Thai, English, Chinese, Malay, Japanese, French, and Arabic appearing on the signs. Two hundred twenty-one of them were monolingual signs. The majority of the signs (37.4%) were in Thai. 22.6% of the signs were bilingual using both Thai and English, and a few were multilingual (3.5%). Also, the results of this study indicated that the level of intelligibility of respondents towards these signs were at a moderate level with a mean score of 4.27 out of 6. Finally, the respondents expressed a neutral attitude toward the signs, with a mean score of 3.03 out of 5.

Burapha University. Library

Address: CHONBURI

Email: buulibrary@buu.ac.th

Name: Suchada Rattanawanitpun

Role: Principal advisor

Name: Nattapat Pattana

Role: Co-advisor

Created: 2023

Modified: 2024-03-07

Issued: 2024-03-07

วิทยานิพนธ์/Thesis

application/pdf

CallNumber: Th 659.1342 Ph536S

eng

DegreeName: Master of Arts

Level: Master's Degree

Descipline: English for Communication

Grantor: Burapha University

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