How does a historical linguistic landscape influence tourists' behavioral intention? A mixed-method study

Abstract

Although historical linguistic landscapes (HLLs) are vital at cultural heritage sites, little is known about their interactive relations with tourists. This study aims to apply a mixed method approach to explore the relationship between HLLs and tourists' behavioral intention. Using a case study of the Sotto Portico streets of Haikou, it is found that (i) the constructive authenticity of HLLs is positively related to behavioral intention; (ii) self-congruity and tourist involvement play multiple mediating roles between the constructive authenticity of HLLs and behavioral intention; and (iii) from Peirce's semiotic perspective, HLLs, its constructive authenticity, self-congruity, tourist involvement, and behavioral intention are five elements that establish two triadic relations. This study contributes to existing linguistic landscape literature by investigating causal and semiotic relationship between HLLs and behavioral intention. These findings also refine the contents of involvement theory and self-congruency theory. Implications for linguistic landscape development in heritage destinations are provided.