Challenges for Thai business people using English in ASEAN

Abstract

This study examined the challenges encountered by Thai business people working in various industries regarding their use of English in Association of Southeast Asian Nations (ASEAN) intercultural business communication in Thailand. Drawing on questionnaires and semi-structured interviews, the findings suggested that English proficiency is a key variable due to language differences. The findings also showed that context and communicative style are the most challenging factors encouraging ASEAN English users to acquire ASEAN cultural knowledge to achieve communication goals and to understand their ASEAN counterparts. Additionally, affirmation was required to clarify intended meaning due to indirectness and subtlety when communicating with others. This study encourages Thai and other business people and stakeholders to improve their English proficiency and to raise their cultural awareness to achieve effective business communication in ASEAN.