Linguistic Landscape and Coastal Identity Reflected in Restaurant Names: A Study of Bangsaen–Ang Sila, Chonburi, Thailand

Abstract

This research aimed to: 1) examine the linguistic forms used in restaurant names, 2) analyze the semantic meanings reflected in restaurant names, and 3) investigate the representation of coastal identity in the communities of Bangsaen–Ang Sila through restaurant naming practices. The study areas included the coastal zones of Bangsaen in Saensuk Subdistrict and Ang Sila Subdistrict, Chonburi Province, Thailand. The data consisted of 108 restaurant signboards collected through field surveys and were analyzed using the conceptual framework of linguistic landscape through descriptive analytical methods. The findings revealed that the linguistic forms of restaurant names could be classified into four categories: 1) Thai language, 2) English language, 3) mixed language forms, and            4) other foreign languages. In terms of semantic meanings, the restaurant names in the Bangsaen–        Ang Sila area reflected six semantic categories: 1) names referring to the owners or specific restaurant names, 2) names associated with coastal areas and coastal landscapes, 3) names related to seafood ingredients, 4) names reflecting the modern image of cafés, 5) names conveying leisure and tourism atmospheres, and 6) names representing foreign food cultures. Regarding coastal identity, the study identified four major identities reflected through restaurant naming: 1) the identity of coastal communities and traditional ways of life, 2) the identity of a seaside tourism city, 3) the identity of a university town, youth culture, and the integration of modernity with traditional identity, and 4) the identity of a multicultural society. The study demonstrates that restaurant names function as a linguistic semiotic system that plays a significant role in constructing representations of place and reflecting the interrelationship among language, culture, and economy within the context of contemporary Thai society.