语言景观研究把语言标牌作为主要考察对象, 公共设施如路牌、广告牌、街名、地名、商铺招牌以及政府楼宇的公共标牌之上的语言共同构成一个地区或城市群的语言景观。自从1997年这个概念提出以来，各类标牌及其语言选择背后的动因和机制受到广泛关注，语言景观成为社会语言学领域一个热点话题。语言景观反映城市文化，因此也能够对城市形象建设起到作用。在此背景下，本文重点关注了哈尔滨旅游景点的多语种公示语，期望能进一步完善前人的研究成果。

    本研究语料来自哈尔滨三个著名的地标式旅游景点的公示语，共计223个标牌，对其中的语言展开了定性和定量相结合的分析，试图探究其中各个语种语言选择的特征以及它们所传递出来的有关城市旅游形象构建的信息。

    研究结果如下。通过对语言特征的分析发现，中文、英文和俄文是多语种公共标志上的三种主要语言。其中中文的呈现形式最明显，其次是英文，最后是俄文。不同类型的标识牌上的语言使用频率、字体以及标识材料有所不同，为构建不同的城市形象服务。英语作为第二语言被广泛使用，以建立国际化的城市形象；欧洲背景装饰和俄语被用来营造异域风情；特定的色彩搭配和图片被用来传播冰雪文化。语法和语用问题，不同语言的不平等内容，对树立国际城市、欧洲文化城市和冰雪文化城市的形象产生了负面影响。

    综上所述，虽然哈尔滨旅游区的语言景观是有意识地构建的，但其在建立多元城市旅游形象方面仍存在矛盾和困难。

Languages on public signs such as street signs, billboards, street names, place names, store signs and public signs on government buildings constitute the linguistic landscape of a region or city. Since the concept of linguistic landscape was introduced in 1997, the motives and mechanisms behind various types of signs and their language choices have received widespread attention. Linguistic landscape reflects the culture of the city. Therefore, they play a role in the building of city image. This paper focuses on the multilingual public signs of Harbin’s tourist attractions, expecting to enrich the previous research results.

The corpus of this study is drawn from the public signs of three famous landmark tourist attractions in Harbin, a total of 223 signs. A combination of qualitative and quantitative analysis of the language is carried out in an attempt to explore the characteristics of the different linguistic language choices and the information they convey about the construction of the city’s tourism image.

The results come as follows. In the analysis of language features, Chinese, English and Russian are the three main languages on multilingual public signs. Chinese has the most obvious presentation, followed by English and then Russian. The frequency of language, fonts, and signage materials on different types of signage vary, serving to build different city images: English is used extensively as a second language to build up an international city image; European background decoration and Russian are used to create an exotic atmosphere; and specific color schemes and pictures are used to spread the ice and snow culture. In the contrast, grammatical and pragmatical problems, inequal content in different languages have a negative impact on building up the image of an international city, a European-cultural city and an ice-and-snow cultural city at the same time.

To sum up, the linguistic landscape of Harbin’s tourist areas is consciously constructed, reflecting the contradictions and difficulties in its efforts to build up multiple city tourism image.