English Oral Communication Needs of Kayaking and Rafting Service Providers in Phang Nga Province, Thailand
Keywords:
Nature-based Tourism, English Oral Communication, Kayaking and Rafting Service ProvidersAbstract
The quality of service and professionalism demonstrated by local tourism personnel plays a vital role in encouraging repeat visits and positive word-of-mouth recommendations, both of which are essential for sustained growth of tourism development of a destination. One effective strategy for strengthening human resources in local tourism businesses is conducting a training needs survey. The purpose of this study was to investigate the English oral communication needs of kayaking and rafting service providers in Phang Nga Province, Thailand. A mixed-method approach was used to collect data via questionnaires and semi-structured interviews. Both the quantitative and qualitative findings were analyzed using descriptive statistics and thematic analysis, respectively. The findings pointed out that there were highly and moderately necessary communication skills. The functions of everyday conversation and greetings, along with giving directions, were identified as the most essential communicative needs, followed by providing information and making suggestions—both categorized as highly needed. Meanwhile, negotiating and explaining Thai culture were seen as moderately necessary. The findings emphasize the needs for practical and frequently used language functions in kayaking and rafting service encounters, suggesting that English training should be tailored to enable adventure tourism professionals to communicate more effectively. The study recommends that local tourism authorities develop targeted training programs focusing on key communication skills that improve service quality and visitor experience.
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