Needs Analysis of English Competency Development for Entrepreneurs in Agro Tourism Destinations, Khlong Mahasawat, Nakhon Pathom Province

Abstract

The purpose of this research is to explore the needs for developing English proficiency for entrepreneurs in agricultural tourism destinations, Khlong Mahasawat, Nakhon Pathom Province in various content issues. The findings will be used to create a guide to help enhance the language skills of these entrepreneurs. The target group consists of 40 entrepreneurs involved in agricultural tourism at Khlong Mahasawat. The research tool is a questionnaire, comprising both closed-ended and open-ended questions. The questionnaire assesses the needs for English language skills development among these entrepreneurs. Data analysis was conducted using percentages and arithmetic means. The research findings revealed the entrepreneurs in agricultural tourism at Khlong Mahasawat, Nakhon Pathom, expressed the highest need for developing their speaking and reading skills. There was a lower need for writing skills, and the least need was for listening skills. The specific areas of English language development that respondents identified as important were, in descending order: skills related to trade, welcoming tourists, and inquiring about tourists' needs.