Exploring English for Tourism Purposes: A Needs Analysis of Tour Guides in Al-Ahsa Governorate, Saudi Arabia

Abstract

The present study investigates English language communication skills needed by licensed tour guides in Al Ahsa Governorate, Saudi Arabia, in the context of the Vision 2030 programme and the burgeoning tourism industry in the Kingdom of Saudi Arabia. To obtain the data, a quantitative survey based on the Common European Framework of Reference for Languages was conducted on a sample of 35 licensed tour guides. The results revealed that although tour guides believed that the English language was necessary for their work, most respondents rated their speaking and interaction skills at a basic or low upper intermediate level. The areas of difficulty were pronunciation, understanding accents, and retrieval of vocabulary items. In spite of these deficiencies, respondents showed a keen desire to improve their English language skills and intended to avail of role-play, mobile-assisted learning, as well as English language courses specifically for the tourism industry. The need for English for Tourism Purposes courses which provide for the development of communicative competence is highlighted in the research findings. Developing the English language competencies of tour guides is posed as an important strategic element in bettering the quality of tourism in Saudi Arabia and increasing the nation’s global competitiveness.