TY - JOUR AU - Chooma, Thaweesak AU - Seangkul, Chutarat AU - Bulsathaporn, Apaporn PY - 2022/02/17 Y2 - 2024/03/29 TI - The Implementation of Communication Strategies to Improve English Speaking Skills for Eco-Cultural Tourism Staff at Highland Development Area in Thailand JF - Journal of Arts Management JA - JAM VL - 6 IS - 1 SE - Research Articles DO - UR - https://so02.tci-thaijo.org/index.php/jam/article/view/253066 SP - 18-32 AB - <p>The purposes of this research were: 1) to compare the pre/post-test scores of high, moderate, and low English proficiency eco-cultural tourism staff by using the BSPE model; and 2) to conduct in-depth interviews and observe the types of communication strategies (CSs) employed by high, moderate, and low English proficiency Eco-Cultural Tourism staff. The sample consisted of 70 eco-cultural tourism staff at the highland development area in Uthai Thani province, Thailand. They participated in the English for eco-culture tourism workshop by doing a fifteen-hour course. A mixed-method methodology was used, with quantitative and qualitative data collected through questionnaires and interviews. The research results were found as follows:</p><p>1) Before and after the training with the Paired Sample T-Test, the sampling knew more English for eco-cultural tourism during the post-training period than during the pre-training period, with higher average scores of 8.8 ± 3.7 points, or increased knowledge by 29.7% with a statistical significance at the 0.05 level (t = 18.489, P = 0.000), which was based on assumptions.</p><p>2) The in-depth interview and observation found that the high and moderate proficiency groups frequently used the first language-switch and circumlocution strategies. The low proficiency group used the surfing strategy and the word coinage strategy.</p><p>However, the study also revealed that the majority of participants believed that English speaking strategies were essential. Implementation of communication strategies will help promote income for eco-cultural tourism staff. These strategies assume that people in the community can communicate well in English<strong>.</strong></p> ER -