English Communication Needs of Sellers for Sustainable Tourism in Surat Thani and Chiang Mai Province
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Abstract
The purpose of this study was to analyze the needs to improve English language communication of sellers and vendors in tourist destinations. Quantitative research was employed in this study. The subjects included 200 local people purposively selected from two communities: Bang Bai Mai, Mueang district, Surat Thani province and Mae Khue, Doi Saket district, Chiang Mai province. The research tool was a questionnaire in a form of checklist and 5-point Likert scale asking about problems and needs for communication with foreign customers. The results showed that participating sellers were more likely to encounter speaking difficulties than listening. They also illustrated their needs to use English language for greeting the customer, giving general information, selling their products, advertising their products, and dealing with bargaining.
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