How do Linguistic Landscapes affect tourists’ emotional experiences?

Abstract With globalization and localization, Linguistic Landscapes are gradually becoming more diverse while the emotional experience mechanisms of LLs with different functions increasingly vary. This study collects skin conductance and self-reported data from 165 tourists while they view LLs. The research explores the impact of font, practice subject (official or private), and emotional appeal on the LL, elucidating emotional response patterns from physiological and psychological perspectives. The findings reveal that symbolic LLs significantly enhance emotional pleasure and arousal, expanding the theoretical understanding of LLs. We contend that it is crucial to examine the design of LLs and the management of tourism experiences to inform the creation of favorable atmospheres, to improve the quality of tourism experiences, and to elicit stronger, more positive emotional responses from tourists.