topics of presentation
DESCRIPTION
A Lecture for the Sixth Northeast Asia Management and Economy Joint Conference Gwangju Kimdaejung Convention Center May 30, 2007 Linguistic Auditing and EIL for East Asian Tourist Industry Judy Yoneoka Kumamoto Gakuen University Email: [email protected]. 1. Topics of Presentation. - PowerPoint PPT PresentationTRANSCRIPT
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A Lecture for theSixth Northeast Asia Management and Economy Joint Conference
Gwangju Kimdaejung Convention Center May 30, 2007
Linguistic Auditing and EIL for East Asian Tourist Industry
Judy YoneokaKumamoto Gakuen University
Email: [email protected]
2
Topics of Presentation
1. The linguistic landscape of East Asia
2. International tourism in East Asia
3. An overview of Linguistic auditing
4. Focus on Kumamoto: Linguistic Auditing to assess present and future needs
3
East Asia
Japan
Map from Fauser, 2007 presentation
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English Education in NE Asia
China Taiwan Korea Japan Russia
Beginning age
primary 3 primary
5 prim 3
(1)JH 1 (p5) prim 5
Since 2001 20011997 (2008
)2002
Hours/week
5 1 to 2 3 (1/mo) 3
Number of student
s
300-350 million
OtherCET4/6, p1
in cities
*p1 in big
cities
*english village
s
*93% teach
as gen'l
*research
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English
Japanese
Chinese(s)
Korean ERL?
Role of English as a regional language in East Asia?
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The OTHER regional language:
Advantage s :
Chinese characters are widely recognized
Meanings are (generally) understood
山、川、道、路 Disadvantages:
Which characters? 勞 or 労? 運転手 How to pronounce?
漢字
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2. International Tourism in East Asia
In 2004, China received 109 million visitors from overseas, 60 times that of 1978.
Recently, TTG Asia cited China as the 2004 best travel destination in the world. http://www.china.org.cn/english/travel/126448.htm
In 2006 international tourists to Japan were 7,334 thousand PAX, up 9.0% compared with last year, and renewing the record high. http://www.tourism.jp/english/statistics/inbound/
The number of Koreans travelling abroad passed the 10 million mark for the first time in 2005, growing at a rate of 14.2% for the year. http://www.airhighways.com/korea.htm
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TOP TOURISM GENERATING COUNTRIES TO JAPAN, KOREA +
CHINA 2006
China Korea Japan
KOREA3,923,98
6Japan 2,338,92
1 Korea 2,117,2
00
JAPAN3,745,88
1Taiwan 896,969
Taiwan
1,309,100
RUSSIA2,405,06
3Americ
as555,705 China 811,700
U.S.A.1,710,29
2China 338,162 USA 816,700
MALAYSIA 910,458 HK 352,300
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Proficiency in International Languages Needed in Tourist Industry
LOTE OL IL
EILEIL
EIL = English as an International LanguageLOTE = Languages other than EIL
OLIL = Own language as an International Language
Based on Honna, 2007 presentation
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English as an East Asian Tourist Language ?
In all, English remains a traveller's most useful language overall, although for longer stays in any East Asian country picking up at least some of the local language is essential. When looking for English speakers, tourist areas tend to be a good bet and in general younger people or those around universities are most likely to speak at least some English. That being said, there are many areas where no English is spoken so patience and a good phrasebook are always a safe bet. http://wikitravel.org/en/East_Asia
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What is linguistic auditing and how can it help?
Began in Europe Helps businesses realize their language goals Uses an assessment method based on structured tests
and face-to-face interviews Gives advice on appropriate training solutions Analyzes specific objectives and requirements ...SAVES
– time – money – unnecessary language training http://www.modulor.us/language_audits/en
12 From Honna, 2007 presentation
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Needs Assessment
1. Actual and immediate needs (= What does the company need to do in another language now? )
By questionnaire to Kumamoto hotels and actual tourists
2. Hidden and potential needs (= What could the company do in another language to be more successful and profitable?)
By questionnaire to potential Korean tourists
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Evaluating responses
1. How prepared is the hotel to meet their linguistic needs?
2. What is the best way to meet their needs? (translation resources, language services, tailored ESP courses etc.)
3. What resources do they already have? (human, machine, community, finance) 4. What is the hotel doing already?
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Focus on Linguistic Auditing in Kumamoto
1. Kumamoto as a tourist town– In 2003, Kumamoto declared itself a tourist town– 3-year plan (2005-2007) to develop tourism– 400 year anniversary of Kumamoto Castle
2. Kumamoto as the heart of Kyushu– Kyushu Bullet Train to be completed in 2012
3. Kumamoto as an international town– UD and the 4-language plan
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A page from the Kumamoto Prefectural UD online manual
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Tourists to Kumamoto
J apanese Foreign Tourists in Kumamoto 5・ (2000-200)
0
50000
100000
150000
200000
2000 2001 2002 2003 2004 2005
J apanese tourists (x100) Foreign tourists
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Where do the international tourists come from? (2003 - 2005 data)
Korea 59%
Taiwan 22%
USA 5%
Unknown 4%
Other Asia 2%
China 2%
Hong Kong 2%
Other Europe 1%
Germany 1%
UK 1%
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Increase of Korean Tourists in Japan/Kumamoto
2001 2002 2003 2004 2005 increase
Japan 981 1099 1272 1397 1585 162%
熊本 29
60 85 99 106 370%
Unit = 1,000
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Needs Assessment: Language Needs of Korean Travelers to Kumamoto
135 respondents across Korea
Age breakdown; 19-24 32%
25-29 44%
30-39 12%
40-49 9%
50- 3%
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no 40%
Kanto 22%
Kansai 19%
Kyushu13%
Other 6%
Have you been to Japan?
no4%
Kanto31%
Kansai34%
Kyushu23%
Other8%
Do you want to visit Japan (again)?
60% of Koreans surveyed have been to Japan, and almost all (96%) would like to go (again).
Only 13% of Korean visitors have been to Kyushu, whereas 23% indicated they would like to go to Kyushu (again).
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What do you like to do/see most when traveling?
eat25%
nature23%
culture15%
Shop6%
history25%
talk wpeople
6%
History, local food and nature rated highest.
Shopping rated only 6%.
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How do you like to travel?
tours 3%free time/short
term 71%
backpacking/longer term 26%
However, most Korean travelers to Kumamoto come on tours!
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How is your language ability?
0
10
20
30
40
50
60
70
80
90
Good Fair Poor None
Eng readEng speakJ ap readJ ap speak
Note the inverse trends:
(1) Most people rated themselves as fair or poor at English
(2) Most people rated themselves as good or none at Japanese
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English33%
J apanese48%
Korean18%
Other1%
0%
10%
20%
30%
40%
50%
60%
yes a little no
readingspeaking
Fig. 8 What language(s) do you plan/expect to use in Japan?
Fig. 9 Do you plan/expect to use English in Japan?
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If Korean/English were used in advertising/menus, would you be more likely to use the business?
00.050.1
0.150.2
0.250.3
0.350.4
0.450.5
much more somewhatmore
no difference
Korean in restaurantKorean in HotelEngl in restaurantEngl in hotel
Advertising/literature in Korean is a key factor for over 85% of Korean tourists, but advertising in English “will do” for over half of the potential visitors.
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Part 2: Linguistic Responses of Hotels in Kumamoto
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The Questionnaire
Mailed to 60 hotels in Kumamoto in October 2006
All hotels had presence on at least one international hotel website
17 hotels responded Response rate = 28%
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RESULTS 1: Number and type of foreign guests per month
3 general groups:
1-9 8 hotels 47%
10-50 5 hotels 29%
51-1600(!) 4 hotels 24%
More Western (65-90%) 5 hotels 29%
Half and half ( 50 %) 4 hotels 24%
Less Western (0-49%) 8 hotels 47%
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Number of guests per hotel by nationality
HOTEL 1 2 3 4 5 6 7 8 9 10 11 12 13
14 15
16
TOTAL
%
Korean112
089
4.9
891.8
00.6
0.8
50.4
0.1
3.6
10
2.5
4 2133
459%
Chinese
4800.9
69 411.8
0.5
0.6
0 00.2
0.6
3.6
10
2.5
3 4 61827%
Western
0 0 2021
00.5
20.8
0.8
51.4
1.2
0.8
16
5 314
28012%
Other 0 04.9
37 0 0 0 0 0 00.2
0 4 0 0 045.
72%
Korea59%
Taiwan, China, HK
26%
USA, Europe 8%
Unknown 4%
Other Asia 2%
Compared with percentage of tourists who stay in Kumamoto (2005 data)
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Languages used with Foreign guests
More oralmost allJ apanese
HalfEnglish,
HalfJ apanese
All oralmost allEnglish
HalfEnglish,
HalfJ apanese Half
English,half Asian
More oralmost allJ apanese
All oralmost allEnglish
with WesternersOther: Gestures 20%
with Asians
Other: Asian languages 30%, 10%
Gestures 33%, 20%
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Number of Employees who speak Foreign Languages (all hotels)
HOTEL 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17TOTAL
English 1 2 2 3 10 na 1 2 2 0 2 2 0 3 2 4 4 40
Chinese 0 1 0 0 0 na 0 0 0 0 1 0 0 0 0 0 0 2
Korean 0 1 1 0 0 na 0 0 0 0 0 1 0 0 0 0 1 4
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Linguistic Preparedness of Hotels ( 上= spoken, 下 = written)
na unnec enough need need!!!English 0% 0% 18% 71% 12%Chinese 18% 18% 6% 0% 59%Korean 18% 12% 6% 18% 47%Other 35% 29% 0% 0% 24%
na same enough not enough none
English 0% 35% 18% 35% 12%Chinese 18% 0% 12% 35% 35%Korean 12% 0% 12% 41% 35%Other 29% 0% 0% 12% 59%
47%
70-76%
59-65%
82%
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CONCLUSIONS…Speaking English
is important,And useful
for MANY but not ALL touristsBut to really
promote tourism in Kumamoto
Use more Korean and
Chinese
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and DIRECTIONS…
Or at least write in
romaji and kanji
as much as
possible…
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…and Dreams: The Kumamoto Welcome Card
kumamoto
kumam
oto
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Thank you for your hospitality, and please come to visit us soon! For a copy of this handout, please visit
www2.kumagaku.ac.jp/teacher/~judy/