THE DEVELOPMENT OF ENGLISH COMMUNICATON GUIDE BOOK FOR SERVICE PROFESSIONS: A CASE STUDY OF WINTER FLOWER GARDEN IN BETONG DISTRICT, YALA PROVINCE

Abstract

This study aimed to 1) to study the needs for using English for communication in service professions of Winter Flower Garden staff, Betong District, Yala Province; 2) to develop an English communication guide book; and 3) to assess user satisfaction with the English communication guide book.          This study used qualitative and quantitative methods. The qualitative method used focus group discussions with 9 key informants, with data collected using a focus group interview guide and analyzed using content analysis. The quantitative method had a sample of 53, selected by purposive sampling. Data was collected using a questionnaire. Quantitative data were analyzed using descriptive statistics which were mean and standard deviation, and qualitative data were analyzed using content analysis, which is a summary description of various content issues.

The results of the study were as follows: 1) Winter Flower Garden staff needed an English communication guide book with four sections related to their current services: an English communication guide book for DIY flower candle activities, an English communication guide book for the restaurant, an English communication guide book for accommodation services, and an English communication guide book for health massage services. 2) The structure and components of the developed English communication guide book were designed to be practical and easy to learn. The English communication guide book included sections on vocabulary and phrases, with a collection of terms and expressions relevant to actual service situations at the Winter Flower Garden.      It also contained sample dialogues for interacting with foreign tourists in various scenarios. Real photographs of the services were included to help users visualize and better understand the context of the dialogues and vocabulary. 3) The sample group expressed the highest level of satisfaction with the English communication guide book for service professions, with an overall average score of 4.76.