THE DEVELOPMENT OF ENGLISH POTENTIAL FOR ENTREPRENEURS TO PROMOTE TOURISM BASED ON THE SUFFICIENCY ECONOMY AT HUAY SUA THAO VILLAGE IN PHA BONG SUBDISTRICT, MAE HONG SON PROVINCE

Abstract

The objectives in this research were: 1) To study the English language competence of entrepreneurs to promote tourism based on the Sufficiency Economy, 2) To develop the English language competence of entrepreneurs to promote tourism based on the Sufficiency Economy, and 3) To evaluate the English language competence of entrepreneurs to promote tourism based on the Sufficiency Economy at Huay Sua Thao Village in Pha Bong Subdistrict, Mae Hong Son province. A mixed-methods approach was employed in this research. The sample who selected by purposive sampling consisted of: 1) 40 entrepreneurs and stakeholders in tourist attractions, with a questionnaire. The data was analyzed by descriptive statistics.; 2) 9 university-level academics specializing in education, tourism, and English, and 5 entrepreneurs’ representatives related to tourism totaling 14 samples, with a questionnaire.; and 3) 40 entrepreneurs and stakeholders in tourist attractions with a pre and post-test, the data was analyzed by means, standard deviations, and a dependent sample t-test. The findings revealed that 1) The entrepreneurs' English language competence was at a moderate to low level, but their need for skill development was at the highest level. 2) The guidebook used in the research was strong in terms of the basic content, but it lacked analytical thinking activities and modern media integration. The satisfaction with the guidebook was rated as the highest. 3) All groups of the participants showed significantly improved learning outcomes at the 0.05 statistical significance level. Additionally, the basic skills group, souvenir shop group, food and beverage group, and community shop group demonstrated significantly higher post-training scores compared to their pre-training scores. These results indicated the effectiveness of the English language skills development program for the entrepreneurs at Huay Sua Thao Village in Pha Bong Subdistrict, Mae Hong Son province.