Translanguaging Practices in the Rural Tourism Linguistic Landscape in Showcasing Cultural Identity: An Activity Theory Analysis

Translanguaging Practices in the Rural Tourism Linguistic Landscape in Showcasing Cultural Identity Indonesian Journal of EFL and Linguistics, 10(1), May 2025 eISSN: 2503-4197, pISSN: 2527-5070 Available online at: www. indonesian-efl-journal.org http://dx.doi.org/10.21462/ijefl.v10i1.903 Translanguaging Practices in the Rural Tourism Linguistic Landscape in Showcasing Cultural Identity: An Activity Theory Analysis Yanty Wirza1, Wawan Gunawan2, R. Dian Muniroh3, Budi Hermawan4, A.H Galihkusumah5 1 English Language Education Study Program, Universitas Pendidikan Indonesia 2 Linguisitic Study Program, Universitas Pendidikan 345 English Language and Literature Study Program, Universitas Pendidikan Indonesia , , , , Abstract: This study examines the roles of translanguaging practices in the linguistic landscape in a rural tourism area and their contribution to showcasing cultural identity from the perspective of activity theory. Translanguaging emerges as a significant tool in rural tourism, serving as a cultural hub where diverse linguistic and cultural expressions intersect to attract visitors with their unique nature, heritage, and traditions. Through an analysis of activity theory, this study explores the translanguaging practices of signage containing verbal and other multimodal semiotic resources at Alamendah in constructing and promoting tourism activities and its local cultural identity. The data were gathered from photographs of signage, observation, and interviews with the tourism manager, staff, and the local elder to see how translanguaging practices enable the community to showcase the local heritage and engage with local and global audiences. The findings revealed that translanguaging practices as the mediating tool seen from the 182 signage where 51 (29%) were written in monolingual, which is Indonesian that represents the official language, 71 % were written in bilingual or multilingual, combining Indonesian, English, Sundanese, and Sundanese old scripts. The use of Indonesian and Sundanese dominated the signage, indicating the strong local cultural representation and identity. The prevalent use of Sundanese exemplifies the heightened community awareness of the Sundanese heritage identity with the expectation that visitors would learn more about the language and culture through tourism activities. The community and other stakeholders’ contribution to the public signage signifies distributive and creative power relations and division of labor. Keywords: activity theory, cultural identity, linguistic landscape, rural tourism, translanguaging Indonesian Journal of EFL and Linguistics, 10(1), May 2025 125 Wirza et al. 1. INTRODUCTION Linguistic landscapes are a growing area of study that intertwines with language use across various domains, reflecting the dynamic relationship between language and space (Kallen, 2023; Landry & Bourhis, 1997). The linguistic landscape concerns with the visible and written display of language in public spaces serves as a powerful medium for representing identity, culture, and heritage encompassing all visible language in public spaces such as signage, advertisements, and street names, serves as a mirror of the cultural and social dynamics of a community (Landry & Bourhis, 1997). Their framework proposed that LL is not merely a tool for communication but a means of constructing social identity and negotiating power relationships in multilingual spaces. Building on this, Shohamy and Gorter (2009) emphasized LL as a dynamic and contested arena where ideologies, policies, and community practices converge. The communicative function of LL is particularly evident in rural tourism, which is the focus of the study. Kallen (2023) argued that signage in rural destinations often uses multilingual and multimodal strategies to enhance accessibility and cultural engagement. Integrating national and local languages with English, for example, helps create a narrative that is both authentic and globally relevant and serves as a bridge between local identities and global visitors (Doering & Kishi, 2022; Lu et al., 2020; Ruzaite, 2017). Translanguaging practices in LL, as explored by Garcia and Wei (2015), further illustrate how communities utilize their full linguistic repertoires to construct hybrid cultural identities. This concept shifts away from viewing languages as fixed systems and instead emphasizes the fluidity of linguistic practices. In addition to linguistic diversity, the multimodal design of LL enhances its communicative power. Signage often combines textual information with visual and symbolic elements, such as colors, motifs, and images, to convey cultural narratives effectively. Traditional patterns or locally significant icons on signage communicate cultural identity in ways that transcend language barriers, making them accessible to non-native speakers. Kress and Van Leeuwen (2006) emphasize that multimodal designs allow for the integration of different semiotic resources, enabling richer and more inclusive communication. Blommaert (2013) pointed out the role of LL as a multimodal platform that combines textual, visual, and material elements to convey complex messages. For example, Gorter and Cenoz (2015) analyzed how rural tourism destinations in Europe use LL to simultaneously address local residents and international visitors, blending local languages with global semiotic resources. Rural tourism destinations often rely on their distinctiveness to attract visitors, and the linguistic landscape plays a critical role in this distinctiveness. Local languages, dialects, and scripts showcased in signage, menus, promotional materials, and other public texts serve as markers of cultural identity (Backhaus, 2007). For example, the use of indigenous languages alongside national or international languages in signage may emphasize the cultural uniqueness of a destination while ensuring accessibility for non-local visitors. Similarly, linguistic artifacts such as place names, traditional sayings, or cultural references in public texts provide a rich narrative of the local heritage, helping to shape the visitor's perception of authenticity (Spolsky, 2009). Furthermore, the linguistic landscape contributes to rural development by creating economic opportunities linked to cultural tourism (Pietikäinen & Kelly‐Holmes, 2011). When effectively curated, the LL can become a resource for branding rural destinations, enhancing their visibility in competitive tourism markets. For instance, multilingual signage incorporating traditional artistic styles or symbols can attract visitors interested in cultural exploration. 126 Indonesian Journal of EFL and Linguistics, 10(1), May 2025 Translanguaging Practices in the Rural Tourism Linguistic Landscape in Showcasing Cultural Identity Activity Theory (AT), rooted in the works of Vygotsky (1978), Leontiev (1978), and later expanded by Engeström (1987), offers a holistic lens for analyzing hum (...truncated)