| Abstrakt: |
The influx of tourists alters language culture, particularly in public signage, reflecting linguistic shifts, especially in Peunayong, a tourist hub in Banda Aceh, Indonesia. This study examines language use and its correlation with shop names and tourism in this area. Data from 81 shop names and 10 shop owners were collected through photographic documentation and a questionnaire. The results on the monolingual shop names reveal that English dominates at 32% of shop names, followed by Indonesian at 21%, and Acehnese at 4%, showing an evolving linguistic landscape amidst globalization. Bilingual (43%) and multilingual (1%) shop names embrace diversity and cultural heritage. Factors shaping these names include linguistic, commercial, and cultural aspects, with foreign influences recognized for their appeal. However, opinions on their prestige vary. Owners strategically choose names to attract customers, match their products, convey luxury, and display the local culture. Therefore, it is necessary to balance English dominance to preserve local identity. [ABSTRACT FROM AUTHOR] |
