English Communication Challenges and Needs of Public Organization Employees in Koh Samui: Development of the KOSAM Model

Abstract

Background and Objectives: In tourism-driven regions such as Koh Samui, where daily communication requires frequent interactions with international visitors, effective English communication in public organizations is crucial. Yet despite the rising significance of English proficiency, public service employees in Koh Samui continue to face various communication challenges that negatively impact service delivery. The present study aims to identify the specific English communication challenges and needs experienced by employees in Koh Samui’s public service sector. It also proposes strategies to enhance their communication effectiveness. The research focuses on both administrative and security services and seeks to establish practical guidelines that might also be applied to other tourism-oriented areas. Two theoretical frameworks are employed: Human Capital Theory (Becker, 1964) and Good Governance Theory.

Methodology: A mixed-methods approach was adopted, combining both quantitative and qualitative data collection. A questionnaire was distributed to employees in administrative and security services to identify their challenges in listening, speaking, reading, and writing English. Five respondents were then selected for follow-up semi-structured interviews to gain deeper insight into their communication experiences. To further enrich the findings, additional interviews were conducted with four individuals from four groups of stakeholders: a manager of a public organization, a public service employee, a senior manager of a private organization, and an international service user of a private organization. This comprehensive approach provided a multidimensional view of the current communication landscape.

Main Results: The results indicate that staff in both administrative and security roles face significant communication challenges, particularly in listening and speaking. Difficulties in understanding various English accents and limited vocabulary were common issues. Employees also expressed low confidence when speaking. Reading challenges included poor contextual understanding, while writing difficulties centered on vocabulary limitations and spelling. Speaking and listening were identified as the most important communication skills for fulfilment of daily tasks. The analysis further revealed that existing training programs are insufficient in both frequency and content relevance, particularly for real-world, service-related scenarios.

Discussions: The findings suggest that the core issue lies not in staffing shortages but in limited English proficiency among existing personnel. To address this, the study recommends more frequent, role-specific training that focuses on key functions such as emergency response, legal terminology, and public interaction. Creating an English-speaking workplace environment and incorporating translation tools can further support communication needs. Additionally, an external stakeholder emphasized the importance of simplifying official communication and using plain language to improve accessibility for international audiences.

Conclusions: The study highlights the importance of prioritizing skilled personnel and targeted English training over a reliance on advanced technology alone. A more structured and practical approach to language development, through consistent, relevant training and supportive digital tools, is essential for improving English communication in public service organizations. The insights gained from Koh Samui provide a practical, adaptable framework that can be implemented in other tourism-focused regions to improve service delivery and strengthen international interactions. The Koh Samui Organizational Strategy for Administrative Multilingualism (KOSAM Model) was developed to address key English communication problems and provide an approach to addressing gaps in English proficiency.