Symbolic language landscapes in host–guest interaction in Chinese inbound tourism

This study investigates the essential role of language as a dynamic agent shaping host–guest interactions within Chinese inbound tourism. Employing a qualitative approach that integrates ethnographic fieldwork, participatory observation, and semi-structured interviews, the research explores how linguistic exchanges influence cultural understanding, power relations, and the co-creation of tourist experiences. The findings highlight language as a symbolic mediator of intangible cultural heritage (ICH) and a critical trust-building mechanism in service encounters. This study advances the application of symbolic interaction theory by positioning language as an active and formative force in tourism contexts, offering practical strategies to enhance cross-cultural communication within China's inbound tourism landscape.