Development of Multimedia for Distributing Services Tourism by Using English Communication skills for Tourism Support Service Providers, Lamduan Subdistrict, Krasang District, Buriram Province

Abstract

This research aims to investigate the patterns of English language use among community-based tourism service providers and to develop and to develop learning media through a mobile application. The main objectives were to address English communication challenges in the tourism community and to create media that could effectively motivate tourists in Lamduan Subdistrict, Buriram Province. The study found that local tourism providers primarily used basic English expressions, such as welcoming guests, describing tourist attractions, and answering general questions. Commonly used phrases were identified, and a needs analysis revealed that the most essential communicative situations included giving directions, introducing local food menus, and explaining tourism activities. These findings served as the foundation for developing the “Lamduan Tour Guide” application.The application was designed as a multimedia learning tool, incorporating English language content through engaging infographics, videos, and interactive exercises. It aimed to enhance practical communication skills by simulating real-life scenarios, such as providing tourist information and introducing local culture.

This study involved a total of 400 participants, selected using purposive sampling. The sample consisted of 30 tourism support service providers and 370 tourists. The results indicated that the mobile application received the highest level of satisfaction, with an overall mean score of 4.62 out of 5. The aspect that received the highest satisfaction rating was user satisfaction, with a mean score of 4.75, based on feedback from all 400 participants. Notably, 80% of local providers reported increased confidence in English communication, while over 85% of international tourists acknowledged the community’s improved language capabilities. The number of tourists increased by 30% compared to the same period in the previous year, illustrating the successful integration of digital technology in language skill development. This initiative not only improved communication efficiency and boosted provider confidence but also attracted more domestic and international tourists, demonstrating the effectiveness of the application in promoting community-based tourism and supporting sustainable local economic development.