ENGLISH COMMUNICATION OF LOCAL TOUR GUIDES IN PROMOTING TOURISM: PERSPECTIVES FROM LOCAL GUIDES IN CULTURAL TOURISM AREAS

Abstract

This study aims to explore the role of English communication in promoting cultural tourism in Ayutthaya, focusing on the perspectives of local tour guides regarding the importance of using English to explain historical and cultural information to international tourists. The research employs a qualitative approach, utilizing in-depth interviews with 30 local tour guides in cultural tourism areas. The results indicate that English plays a crucial role in fostering a deeper understanding of Thai culture and local history among foreign visitors. Local tour guides with strong English proficiency can provide more detailed and insightful explanations, leading to enhanced cultural exchange and positive impressions among tourists. Moreover, improving English communication skills among local tour guides was found to increase the potential for promoting cultural tourism. The study suggests that continuous support for English language training for local guides is essential to enhance their communication abilities and to provide a higher quality tourism experience.