Exploring the Linguistic Landscape of Kuching Waterfront to Enhance Arab Tourist Experience: Opportunities and Challenges

Mohd Azhar, Ali and Mohd Sham, Kamis and Roslan, Ali and Yahya, Bakeri and Sandra Ying Khoo, Ying (2025) Exploring the Linguistic Landscape of Kuching Waterfront to Enhance Arab Tourist Experience: Opportunities and Challenges. International Journal of Academic Research in Business & Social Sciences, 15 (3). pp. 2074-2094. ISSN 2222-6990

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Abstract

This study investigates the potential of Arabic as a tourism language in Kuching Waterfront, Sarawak, Malaysia. Employing a mixed-methods approach, the research examined the current linguistic landscape, including signage, advertisements, and tourist information materials. Findings revealed a significant lack of Arabic language presence, including limited Arabic�language information, insufficient Arabic-speaking staff, and an absence of dedicated Arabic�language tourism packages. A total of 149 valid responses were analysed and the results indicated that language visibility and language comprehensibility play a significant role on tourist satisfaction. This study emphasizes the need for strategic initiatives to integrate Arabic into the tourism sector, such as developing Arabic-language tourism packages, providing language training, raising community awareness, and enhancing the visibility of Arabic language in the tourism landscape. By addressing these issues, Kuching Waterfront can effectively attract Arabic-speaking tourists and enhance its competitiveness in the global tourism market.

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