兴义民族师范学院学报

语言景观是推动传统村落文旅发展的关键载体与赋能要素，其科学规划与治理关乎乡村振兴与文化传承的时代进程。通过分析语言景观赋能传统村落文旅发展的内在逻辑，其核心驱动力在于文化叙事与空间生产夯实文旅发展基础；其必然性在于符号消费与品牌塑造契合现代文旅市场需求；其协同实践需求体现为社区参与推动活化传承与可持续发展。然而，当前实践面临文化内涵挖掘表达浅表化、过度商业化开发导致本真性消解、系统性规划与技术整合滞后、社区主体作用发挥不足等现实困境。针对这些问题，亟需从文化根基、制度规范、技术优化与社区主体性等多维度入手，探索兼具服务性、文化性与审美性的语言景观规划路径。具体而言，需深耕文化本真性，系统性挖掘地域文化基因以筑牢语言景观价值根基；优化制度规范与技术应用，构建刚柔并济的治理框架；强化社区主体作用，通过制度建设与能力培育激发村民共建共治共享的内生动力，推动传统村落文旅融合高质量发展。

Linguistic landscape serves as a critical medium and empowering factors in advancing cultural tourism development in traditional villages, while its scientific planning and governance hold pivotal significance within the context of rural revitalization and cultural heritage preservation. By analyzing the intrinsic logic of how linguistic landscapes empower traditional village tourism, it is evident that the core driving force lies in cultural narration and spatial production, which lay the foundation for cultural tourism development. Its inevitability lies in the fact that symbol consumption and brand building are in line with the needs of the modern cultural and tourism market. Their demand for collaborative practice is reflected in community participation to promote revitalization,inheritance, and sustainable development. However, there are dilemmas like shallow expression of cultural connotations, excessive commercialization leading to the dissolution of authenticity, lagging systematic planning and technological integration, and insufficient role of community entities. To address these issues, it is urgent to explore a linguistic landscape planning path that combines service,culture, and aesthetics from multiple dimensions such as cultural foundation, institutional norms, technological optimization, and community subjectivity. Specifically, it is necessary to deeply cultivate cultural authenticity and systematically explore regional cultural genes to build a solid foundation of language landscape value, to optimize institutional norms and technological applications, to build a governance framework that combines rigidity and flexibility, to strengthen the role of community entities, to stimulate the endogenous driving force of villagers' co-construction, co-governance and sharing through institutional construction and capacity cultivation, and to promote the high-quality development of traditional village cultural and tourism integration.