Language Landscape and Tourist Loyalty: A Generalized Linear Model Analysis of the Mediation Effects of Functional Satisfaction and Unique Satisfaction

To enhance tourists’ experience and foster their loyalty, the exploration of linguistic landscape of tourism destination is significant. This study used generalized linear model (GLM) to investigate how different types of language landscapes influence tourists’ loyalty and satisfaction. Using GLM method for questionnaire data, we examine the mediating effects of uniqueness satisfaction and functional satisfaction on the link between language landscape and tourist loyalty. Findings of this study indicate that the informative and symbolic language landscapes contribute positively to improve the loyalty of tourists. Information language landscapes construct loyalty by enhancing functional satisfaction while symbolic language landscapes shape loyalty using the increased unique satisfaction. These findings show a clear idea and suggest to design linguistic landscapes in tourists’ destinations, which could enhance visitors’ travelling experience.