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Tourist Perceptions of the Multi-Linguistic Landscape in Macau

Despite the geographical, historical, and cultural connotations of street names and their potential relationship with destination experience, tourists’ perceptions of street names remains unexplored. This study addresses the gap by examining tourist perceptions of the street names in Macau. Statistical analysis of data derived from a questionnaire reveals the following: first, the respondents’ perceptions of street names depend on certain demographic factors and trip features; second, the attitude toward multi-linguistic signage has both similarities and differences among respondents from different backgrounds; third, understanding street names has its effectiveness in enhancing tourists’ destination experience. This study broadens the concept of perception in tourism studies for drawing attention to small-scale objects such as signposts. Implications for policymakers are identified.