English Communication Needs Analysis for Agritourism: A Case Study of Local Volunteer Practitioners in Na Kwao Village
Article Sidebar
Main Article Content
บทคัดย่อ
The objective of this research was to examine both the target needs and learning needs as a foundation for developing an English for Specific Purposes (ESP) training course tailored for local volunteer practitioners in the agritourism context of Na Kwao Village. The study utilized a mixed-methods approach, integrating quantitative and qualitative methods. A total of 21 participants were selected through purposive sampling. Quantitative data were collected using questionnaires, while qualitative data were obtained through focus group interviews. Descriptive statistics were applied to analyze the quantitative data, and content analysis was employed to interpret the qualitative findings.
The results revealed that (1) Target needs, the practitioners required ESP training focused on essential communicative English skills for agritourism-related tasks, particularly listening and speaking. Their main difficulties involved limited vocabulary, lack of confidence, and fear of making mistakes. (2) Learning needs, practitioners preferred short, practical training emphasizing interactive learning through conversation and role play, with bilingual materials to support understanding. The findings contribute to the development of contextualized ESP materials and provide insights for future training in similar community-based tourism contexts.
Article Details
เอกสารอ้างอิง
Asmin, A. I., & Hasby, M. (2017). English for tourism based on the local tourist attraction. In Proceedings of ICONSS (pp. 49–52).
Bandura, A. (1977). Social Learning Theory. Englewood Cliffs, NJ: Prentice-Hall.
Canale, M., & Swain, M. (1980). Theoretical bases of communicative approaches to second language teaching and testing. Applied Linguistics, 1, 1.
Dudley-Evans,T. & St. John, J. (1998). Developments in ESP: A multidisciplinary approach. Cambridge: Cambridge University Press.
Ghosh, I. (2020). The 100 most-spoken languages in the world. Retrieved January 10, 2025, from https://www.visualcapitalist.com/100-most-spoken-languages/
Hutchinson, T., & Waters, A. (1987). English for specific purposes: A learning-centered approach. Cambridge University Press. https://doi.org/10.1016/0889-4906(88)90032-4
Hymes, D.H. (1972). On Communicative competence. In J.B. Pride & J. Holm (Ed.). Sociolinguistics. pp. 269-293. Aylesbury: Hazel Watson & Viney Ltd.
Johns, M., & Price, D. (2014). English for specific purposes: International in scope, specific in purpose. In M. Celce-Murcia, D. M. Brinton, & M. A. Snow (Eds.). Teaching English as a second or foreign language. (4th ed., pp. 471–487). National Geographic Learning.
Jordan, R.R. (1997). English for academic purposes: A guide and resource book for teachers. Cambridge: Cambridge University Press.
Kandil, A. (2002). Needs analysis and the Arab world. Retrieved January 15, 2025, from http://ilearn.20m.com/research/needs/htm
Khanti, A. (2019). Guidelines for developing Chinese speaking skills for basic communication. Journal of Inclusive and Innovative Education, 3(1), 34–41.
Kurniawati, A., & Malasari, S. (2022). Local wisdom in designing ESP for community-based tourism practitioners: A study of needs analysis. Saga-Journal of English Language Teaching and Applied Linguistics, 3(2), 147-162.
Lekawael, J. (2017). The impact of smartphone and internet usage on English language learning. English Review: Journal of English Education, 5(2), 255-262.
Masyhud, M., & Khoiriyah, K. (2021). Developing ESP materials for tourism industry in Malang. PROJECT (Professional Journal of English Education), 4(3), 446.
Namtapi, I. (2022). Needs analysis of English for specific purposes for tourism personnel in Ayutthaya. LEARN Journal: Language Education and Acquisition Research Network, 15(1), 409–439.
Nomnian, S., Trupp, A., Niyomthong, W., Tangcharoensathaporn, P., & Charoenkongka, A. (2020). Language and community-based tourism: Use, needs, dependency, and limitations. Austrian Journal of South-East Asian Studies, 13(1), 57–79.
Nuemaihom, A., & Sripattanasakul, P. (2018). Local innovation for promoting English use of local vendors at Khao Kradong Volcano Forest Park in Buriram Province. International Conference Proceedings 2018. Retrieved January 18, 2025, from https://www.academia.edu/
Pongprairat, R. (2020) Developing English Communication Skills of Local Youth Guides to Increase Tourism Potentials of Ban Pong Manao Archaeological Site, Lop Buri Province. Journal of Community Development Research (Humanities and Social Sciences), 13(2), 1-14. https://doi.org/10.14456/jcdr-hs.2020.11
Ratminingsih, M., Suardana, M., & Martin, Y. (2018). English for tour guide: A need analysis of a contextual-based language teaching. SHS Web of Conferences 42, 00012. https://doi.org/10.1051/SHSCONF/20184200012
Richards, G., & Munsters, W. (2010). Cultural tourism research methods. Wallingford, UK: CABI.
Robinson, P. (1991). ESP today. New York: Cambridge University Press.
Sorthong, K., Katekao, V., Chirinang, P., & ManKan, W. (2024). Thai tourism strategy 2023 – 2027 and ecotourism. Journal of MCU Nakhondhat, 11(2), 12–20.
Surawattananon, N. (2019). Tourism and its role in driving Thailand’s economy: A temporary or real hero? Bank of Thailand. Retrieved January 18, 2025, from https://www.bot.or.th/Thai/ResearchAndPublications/articles/Pages/Article_29Oct2019.aspx
Wimontham, O. (2018). Creating curriculum of English for conservative tourism for junior guides to promote tourist attractions in Thailand. English Language Teaching, 11, 67-77.
Worrachananun, M. (2022). The effect of music in destination marketing on tourists' attitudes and intentions to visit secondary-tier destinations in the northern part of Thailand. Przestrzeń Społeczna (Social Space), 22(1), 345-363.
