PERCEPTIONS OF SERVICE EMPLOYEES ABOUT THE CHALLENGES AND OPPRTUNITIES IN USING ENGLISH FOR COMMUNICATION WITH INTERNATIONAL TOURISTS

Abstract

This research aims to study and explore the perceptions of service employees regarding the challenges and opportunities in using English for communication with international tourists. It focuses on understanding the experiences, opinions, and adaptability of service employees in the tourism sector, including hotel staff, restaurant staff, and tour guides, who play a significant role in serving international tourists. The research employs a qualitative approach, collecting data through in-depth interviews with 12 individuals and focus group discussions with another 15 service employees from tourist areas in Thailand. Data analysis focuses on interpreting and analyzing key issues related to the factors contributing to the challenges of using English, such as language or cultural barriers, and identifying opportunities to develop English communication skills to better meet the needs of international tourists. The findings reveal that service employees are aware of the importance of using English, given that tourism is a major source of revenue for Thailand and the number of international tourists has significantly increased following the COVID-19 pandemic. Therefore, service employees place importance on learning and improving their English skills, recognizing it as a pathway to adding value to their profession in the future.