The role of English in the linguistic landscape of Luang Prabang

English plays a pivotal role in the linguistic landscape of Luang Prabang, acting as a bridge between cultural heritage and economic development. The study reveals that English is predominantly used alongside Lao in bilingual or multilingual signs, especially in consumer-heavy areas, to enhance tourism and economic opportunities. It serves multiple functions, including carrying cultural heritage, providing tourism information, facilitating cultural exchange, creating economic opportunities, serving as an educational resource, and broadcasting Luang Prabang's international image. While merchants and consumers generally view English positively for its contributions to development and brand establishment, concerns about traditional culture and inclusivity for non-native speakers were also noted. This research offers valuable insights for policymakers in shaping language policies and tourism management strategies.

Wang, X., & Gao, Y. (2025). The role of English in the linguistic landscape of Luang Prabang. English Today, 41(2), 85–95. https://doi.org/10.1017/s0266078424000476