Bridging Language Gaps: English Proficiency and Barriers Among Tourism Professionals in Ao Nang Subdistrict, Krabi Province
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English proficiency plays a crucial role in global tourism as it facilitates effective communication between tourists and service providers from various cultural backgrounds. This study aims to examine English language proficiency and the specific challenges faced by tourism sector employees in Ao Nang Subdistrict, Krabi Province, including identifying the need for targeted language development. Data were collected from 390 participants across five key job roles: hotel staff, tour guides, travel agents or tour operators, restaurant and food service staff, and transportation service providers. Questionaires, semi-structured interviews and direct workplace observations were utilized as research instruments to provide deep understanding of language use and barriers in real-world settings. Eighty participants were purposefully selected from each job role for the interview, and observations were conducted at different tourism-related establishments, focusing on authentic interactions between staff and international tourists. The findings show that overall English proficiency is moderate, with tour guides and travel agents and tour operators demonstrating higher speaking and listening skills due to frequent customer interaction, while writing remains the weakest skill across all roles. It was also found that vocabulary for specialized tasks, various English accents, pronunciation difficulties, and the lack of regular practice using English in real-life situations are key main challenges. The participants showed strong desire for English language development programs, and they highly preferred language exchange with native English speakers and on-the-job training. Addressing English proficiency, challenges and training program needs is essential for enhancing service quality, improving tourist satisfaction, and strengthening the global competitiveness of Thailand’s tourism industry.
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