Linguistic Landscape in the Tourist Area, Lembang Bandung, Indonesia

This study investigates the linguistic landscape of Lembang, Bandung, Indonesia. The field site is situated in a region distinguished by the longstanding presence of diverse cultures and a high degree of multilingualism. This study employed photographs as the primary data source to gather samples from the tourist area of Lembang. The research methodology employed in this study involved the use of photographs. The data presented demonstrate the presence of multiple dimensions that characterize the linguistic landscape of a tourist area. The 83 photographs reveal the language distribution of the Lembang LL. There are three public signs discernible from the language usage of LL signs- monolingual, bilingual, and multilingual. The linguistic landscape in Lembang LL demonstrates a complex interplay of sociopolitical and economic factors, resulting in a multifaceted phenomenon. The results indicate that Indonesian, as the sole national and official language of the country, occupies a prominent position on all signs. English is recognized as the second most significant language in Indonesia, following Indonesian, and is widely used as a means of international communication. Nevertheless, it is regrettable that Sundanese is not predominantly utilized, particularly within the economic realm or business world in the Lembang region. The aforementioned findings indicate that English and Indonesian in Lembang possess both symbolic and commercial significance. Furthermore, the linguistic landscape (LL) in Lembang progressively transforms into a commodified entity.