Roles of Language and Culture towards Customer Satisfaction in the Competitiveness of the Thai Tourism Industry

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Author	Thavorn Thitthongkam
ISSN	2225-7217
On Pages	102-113
Volume No.	2
Issue No.	1
Issue Date	March 01, 2020
Publishing Date	March 01, 2020
Keywords	Competitiveness, Customer Satisfaction, Establishing and Maintaining Competitiveness, Roles of Language and Culture, Tourism Industry

Abstract

Language and culture are important parts towards customer satisfaction. Understanding them well will never un satisfy with some complex mistakes. The purposes of this paper were to study international tourists and tour company managers on customer satisfaction in the competitiveness of the Thai tourism industry with regard to the perspectives on the language roles on customer satisfaction, the language roles in culture, the establishing and the maintaining of competitiveness. In-depth, face-to-face qualitative interviews were engaged with a convenience sample of 42 international tourists and 32 tour company managers. They were from snowball technique and a random basis from all international tourists who used to visit Thailand and tour company managers. A semi-structured interview form was created as a research tool by the researcher in an attempt to obtain information to answer the research question. The results focused on the language roles on customer satisfaction, language roles in culture, establishing and maintaining competitiveness for the Thai tourism industry. It is recommended that organizations should emphasize the importance of the language and culture that can satisfy the international tourists or customers.

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