Language Visibility as Cultural Heritage: Exploring the Role of Linguistic Landscapes in Community-Based Tourism and Sustainable Livelihoods in Nigeria

Abstract

Language visibility as cultural heritage remains an underexplored dimension of community-based tourism and sustainable rural development, particularly in Africa. This paper examines the role of linguistic landscapes in shaping tourism development and sustainable livelihoods in Awgu Local Government Area (LGA), Enugu State, Nigeria. It investigates how the visibility of language in public spaces functions as a form of cultural heritage, strengthening place identity, enhancing visitor experiences, and contributing to local development within host communities. The study adopts a concurrent mixed-methods design, combining quantitative and qualitative approaches. Quantitative data were collected through questionnaire surveys administered to 384 residents across seven communities using a multistage sampling procedure based on Cochran’s (1977) formula. Qualitative data were generated through 18 semi-structured interviews with community elders, artisans, residents, and tourism officials, complemented by photographic documentation of selected sites.  Quantitative data were analyzed using descriptive statistics and multiple regression analysis in SPSS version 28, while qualitative data were examined through reflexive thematic analysis. Findings revealed strong support for tourism, with 86.2% of respondents expressing positive attitudes toward its expansion. Tourism was also found to have a statistically significant, though modest, positive effect on perceived livelihood outcomes (β = 0.355, p < .05). The results further highlight the value of linguistic landscapes in reinforcing place identity, safeguarding cultural heritage, and enriching visitor experiences. The study concludes that enhancing language visibility through multilingual signage, heritage documentation, community engagement, and integrated planning can support sustainable development and cultural preservation. As one of the first studies to examine the language–culture–tourism nexus in rural Nigeria, it expands livelihood analysis beyond economic impacts and provides practical insights for policymakers and heritage practitioners.