A Needs Analysis of English for Hospitality among Accommodation Service Providers in Khanom District, Nakhon Si Thammarat Province.
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Abstract
This qualitative study examined English communication needs of accommodation service providers in Khanom District, Nakhon Si Thammarat Province. The objectives were to: (1) examine the importance of English communication in accommodation services; (2) identify communication challenges and coping strategies used by accommodation service providers; and (3) propose practical implications for English for Hospitality training. The participants were 20 accommodation service providers purposively selected from hotels, resorts, and pool villas in Khanom District, Nakhon Si Thammarat Province. The group consisted of 18 accommodation service providers and 2 owners who were directly involved in guest services. Data were collected through semi-structured interviews and analyzed using qualitative content analysis. The findings revealed that English was essential for daily service encounters, particularly in front office tasks such as reservations, check-ins, check-outs, and providing information to international guests. The main communication challenges were understanding diverse English accents and using job-specific vocabulary. To cope with these challenges, participants used translation applications, self-directed learning, vocabulary recording, and workplace-based practice. The findings also showed a need for practical, flexible, and task-based English training that focuses on service communication, hospitality vocabulary, nonverbal communication, and local tourism information. A blended training format combining online courses with printed handbooks was recommended to accommodate irregular work shift. This study suggests that English training for hospitality staff, developed from a needs analysis, can help improve staff confidence, service quality, and the competitiveness of emerging tourism destinations.
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