THE STUDY OF FOREIGN TOURISTS’ PERSPECTIVES ON THE ENGLISH COMMUNICATION SKILLS AND SERVICE QUALITY OF THAI SERVICE STAFF

Abstract

This study aimed to 1) explore the general information of foreign tourists who use English in Phra Nakhon Si Ayutthaya Province, 2) investigate the English communication ability of Thai service staff from the perspectives of foreign tourists, and 3) explore foreign tourists’ opinions regarding the service quality of Thai service staff. The sample consisted of 25 foreign tourists visiting Phra Nakhon Si Ayutthaya Province, selected through purposive sampling. Data were collected using interviews. The data were analyzed through transcription, content analysis, and thematic categorization, followed by descriptive interpretation.

The results revealed that (1) foreign tourists were highly interested in Thai arts and culture, particularly historical sites and heritage attractions in Phra Nakhon Si Ayutthaya. (2) Most foreign tourists had a positive attitude towards English communication and the service provided by Thai service staff. Foreign tourists were generally satisfied with English communication, even though the staff's English proficiency was at a moderate level; however, the staff made an effort to communicate and were able to convey meaning effectively. (3) In terms of service, foreign tourists expressed satisfaction, stating that the staff were attentive, helpful, and willing to serve, clearly reflecting a service-oriented mindset. This resulted in a highly positive impression of the quality of service provided by Thai staff. The findings highlight that service mindset outweighs linguistic accuracy in shaping tourist satisfaction.