Effectiveness of Linguistic Landscape among Food Establishments in Iloilo City

CHAPTER I

INTRODUCTION

Background of the Study

Linguistic landscape focuses on the representations of language(s) in public

space. It can be understood that the linguistic landscape discussed all writings in a public

area such as a banner and the name of a certain store (Gaho, et.al., 2022). As cited by

Zeng, W. (2019) in the study, “The Influence of Linguistic Landscape on the Image of

Shenzhen”, linguistic landscapes plays an important role in the urban landscape and it has

great impacts on the image of a city. With the development of economic globalization

and urban internationalization, linguistic landscape has been paid more and more

attention recently. The term linguistic language was first used by Landry and Bourhis

(1997) as: The language of public road signs, advertising billboards, street names, place

names, commercial shop signs, and public signs on government buildings combines to

form the linguistic landscape of a given territory, region or urban agglomeration.

Linguistic or language landscapes can be seen everywhere especially nowadays

where establishments sprung up in just a blink of an eye. They’ve been using linguistic

language to inform to the people, who will possibly become their clients or customers, of

the services or products they are offering. Of which establishments are those who offered

foods and beverages.

 Food establishment means an operation at a particular location that stores,

prepares, packages, serves, vends, or otherwise provides food for human consumption

(Southern Nevada Health District, 2019).

Nowadays, due to rush of time and busyness, people have no more time to prepare

their foods and became dependent to food establishments around them. Also, to try a new

taste of foods and to relax themselves from tiring working hours. Business-minded

people grabbed the opportunity to open and run a food business to suffice the need and

demand of the community.

Iloilo City is the capital of Iloilo Province. It is strategically located at the heart of

the Philippine archipelago and serves as a gateway to Panay Island. It is a highly

urbanized metropolis and is the center of commerce, trade, finance, education and

governance in the region (League of Cities of the Philippines Secretariat, 2015).

In the rich tapestry of Iloilo City’s culinary scene, the interplay of language and consumer
engagement within food establishments constitutes a dynamic and integral aspect of the
gastronomic experience. The Linguistic Landscape (LL), defined by the visible presence of
language in public spaces, extends its influence to the realm of hospitality, where eateries
become hubs of cultural exchange and sensory delight. This thesis embarks on a journey to
dissect the nuanced relationship between the linguistic landscape and consumer engagement,
with a specific focus on the diverse food establishments dotting the urban landscape of Iloilo
City (Vidal et.al, 2019).

The selection of Iloilo City as the focal point for this investigation is deliberate, considering its
reputation as a culinary haven with a unique blend of traditional and modern influences. By
conducting a comprehensive case study, this research aims to capture the essence of linguistic
diversity and its impact on consumer behavior in a locale where gastronomy is not just a routine
but a celebration of culture (Arsenio.

Theoretical Framework of the Study

 This study was anchored on the Interpretivism Theory of John Dudovskiy (2011),

which stated that interpretivist approach is based on naturalistic approach of data

collection such as interviews and observations.

This study is an example of interpretivism because it relates to linguistic

landscape on food establishment in Iloilo City. Wherein, the gathered data area based on

facts and knowledge through observation, interviews and conversation analysis.

Researcher of this study conducts interview from the respondents in order to

collect, analyze and interpret data.

Conceptual Framework of the Study

Impact to the market

sustainability and sales

Language Landscape among

Food Establishment in Iloilo
City

Unique from other food

establishments

Figure 1. Paradigm of the Study

Figure 1 shows the relationship of the concept of the Language Landscape among

Food Establishments in Iloilo City. Specifically, it consider its impact to the market sustainability

and sales and the unique from other food establishments.

Statement of the Problem

 The main objective of this study is to find out the effectiveness of linguistic

landscape among food establishments in Iloilo City. Specifically, this study will seek

answer to the following questions:

1. What role does the linguistic landscape play in shaping the overall dining

experience?

2. What implications do these language choices have for the broader hospitality

industry in Iloilo City?

3. How unique is your linguistic landscape from other food establishments?

Scope and Delimitation of the Study

This study was conducted to find out the impacts and effects of linguistic

landscapes among food establishments in Iloilo City in terms of its market sustainability

and sales. Also, to determine the unique features of the linguistic landscapes of the

different food establishments. Interview, cognitive mapping and conversation analysis

were used to gather the data needed for the study. The informants were the

managers/owners of different food establishments in Iloilo City.

Significance of the Study

The result of this study will be beneficial to the following:

To the food establishment managers/owners. This study will encourage the food

establishment managers/owners to enhance their linguistic landscapes in order to sustain

their marketability and increase their sales.

To the Iloilo City Government. This study will elevate and stabilize the economic

status of the city. Many customers will patronize the city’s food establishments.
 To the students. This study will provide awareness to the students in terms of the

importance of linguistic landscapes.

To the entrepreneurs. This study will encourage other entrepreneurs to use unique

linguistic landscape as their marketing and promotion strategy.

To the future researchers. Results and findings of this study will motivate the

future researchers to engage in studies related to the present study and to broaden the

scope of the study.

Definition of Terms

In order to provide clear understanding and interpretation of the basic concepts,

the following terms are given their conceptual and operational definitions:

Linguistic landscapes. A representation of language(s) in public space. It can be

understood that the linguistic landscape discussed all writings in a public area such as a

banner and the name of a certain store (Gaho, et.al., 2022).

In this study, linguistic landscapes referred to signage and writings in the different

food establishments in Iloilo City.

Food establishments. An operation at a particular location that stores, prepares,

packages, serves, vends, or otherwise provides food for human consumption (Southern

Nevada Health District, 2019).

In this study, food establishments referred to the business entity that provides

food products and services to the community.

Iloilo City. The capital of Iloilo Province. It is strategically located at the heart of

the Philippine archipelago and serves as a gateway to Panay Island. It is a highly

urbanized metropolis and is the center of commerce, trade, finance, education and

governance in the region (League of Cities of the Philippines Secretariat, 2015).

In this study, Iloilo City referred to the location of the food establishments where

the study is conducted.