Abstract: This paper employs field investigation and quantitative research methods to analyze the linguistic landscapes of two famous ancient town attractions in Yunnan—Shaxi Ancient Town and Baisha Ancient Town. A sampling survey was conducted on the language use of store signs in the linguistic landscapes of these two case study sites, followed by a multi-dimensional comparison. The study reveals that as later-developed and representative ancient town attractions in the tourism destinations of Western Yunnan, both towns share commonalities as well as exhibit distinct characteristics. The commonality lies in the tendency of both linguistic landscapes to use various languages to meet the needs of local businesses. The individuality is reflected in the change of the primary language used, which is influenced by their respective geographical and cultural environments.

Key words: Shaxi Ancient Town, Baisha Ancient Town, linguistic landscape, language norms