ENGLISH USED IN SOUVENIR SHOPS: A NEEDS ANALYSIS APPROACH
 
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KhonKaen University
Online publication date: 2018-05-17
Publication date: 2018-05-17
 
Eurasian J Anal Chem 2018;13(3):emEJAC04020
 
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ABSTRACT
Due to a greater number of tourists visiting Thailand each year, one important business that helps boost the tourism industry is souvenir shops because people like to be reminded of special moments in their lives and to hold evidence of those special moments, so they keep their memory by collecting something that remind them to think about those places again. The main purpose of this study is twofold: to examine English language needs, problems, and functions that salespersons need in to order to communicate with foreign customers, and to examine how the souvenir employees solve problems when encountering communication problems. The data were collected with 20 souvenir sellers through semi-structured interviews and the data were analyzed adopting content analysis. The results reveal that employees in the souvenir shops needed English skills to help them better perform their professional works. The English language functions that they needed to better serve their customers included thanking and gratitude, giving product information, and taking money and giving changes. The findings of the study can be used as guidelines for teachers, course and material developers, as well as any lay people who are interested to learn about English language functions used in souvenir shops.
eISSN:1306-3057