Integrating English into Agricultural Tourism through the Khok Nong Na Model to Enhance Sustainable Livelihoods, Thailand
Abstract
This research aimed to 1) investigate the needs for English language use of the tourism community, 2) enhance a participatory English communication model suitable for the agro-tourism community based on the Kok Nong Na Model, and 3) evaluate the satisfaction of the agro-tourism community based on the Kok Nong Na Model towards the innovative English communication model. The research instruments of which the validity and reliability were assessed included: a questionnaire, an innovation model evaluation forms, a semi-structured interview, and a satisfaction assessment form. This research employed research and development methodology, utilizing surveys and in-depth interviews with a sample group from people in the Kok Nong Na Model community. This study demonstrated that the innovative model effectively met community needs. Its adoption in interactions with foreign tourists has led to increased revenue and better accommodation capacity. English speaking and listening skills were deemed the most critical. Effective information management was crucial for enhancing tourist comprehension and interest. Community involvement in developing the model fostered ownership and responsibility. The study emphasized that a participatory English communication model was key to promoting agro-tourism and increasing community income.
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