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A Needs Analysis for Curriculum Development: Realigning Business English Pedagogy with 21st-Century Communication Demands in Thailand's Hospitality Industry

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Title: A Needs Analysis for Curriculum Development: Realigning Business English Pedagogy with 21st-Century Communication Demands in Thailand's Hospitality Industry
Language: English
Authors: Songtham Vongvirulh, Udomkrit Srinon
Source: Journal of Education and Learning. 2026 15(2):178-194.
Availability: Canadian Center of Science and Education. 1595 Sixteenth Ave Suite 301, Richmond Hill, Ontario, L4B 3N9 Canada. Tel: 416-642-2606; Fax: 416-642-2608; e-mail: jel@ccsenet.org; Web site: http://www.ccsenet.org/journal/index.php/jel
Peer Reviewed: Y
Page Count: 17
Publication Date: 2026
Document Type: Journal Articles
Reports - Research
Education Level: Higher Education
Postsecondary Education
Descriptors: Foreign Countries, Hospitality Occupations, 21st Century Skills, Tourism, Core Competencies, Qualifications, Employment Potential, Needs Assessment, College Graduates, Vocational English (Second Language), Communication Skills
Geographic Terms: Thailand
ISSN: 1927-5250
1927-5269
Abstract: As Thailand's hotel industry navigates a post-pandemic recovery shaped by digital transformation, the communicative competence of university graduates has become a critical factor in workforce readiness. This study critically assesses this gap, reframing 21st-century skills as integral components of professional communicative competence. It particularly aims to diagnose specific deficiencies to guide a necessary pedagogical shift from isolated language instruction toward an integrated, interdisciplinary model. Adopting a quantitative needs analysis design, this study surveyed 257 employees in three- to five-star hotels across Thailand. A structured questionnaire, synthesizing global skills frameworks, was used to measure the disparity between current and expected competency levels across eleven domains, analyzed using the Priority Needs Index Modified (PNI Modified). The findings reveal that a critical deficiency lies not merely in "communication" as a standalone skill, but also in a broader set of integrated professional communication competencies. The most urgent needs were identified in ICT literacy (the ability to communicate via digital platforms), creativity (using language for innovative problem-solving), and strategic communication. This suggests that while graduates may possess foundational English skills, they lack the ability to apply them dynamically in technology-rich environments. This study calls for an urgent reform of Business English pedagogy in Thailand. Such an approach would embed language learning within authentic business contexts, fostering the adaptive, tech-savvy communicators required to drive value in a competitive global service economy. This transformation is essential for enhancing graduate employability and ensuring the continued relevance of higher education in meeting real-world industry demands.
Abstractor: As Provided
Entry Date: 2026
Accession Number: EJ1507238
Database: ERIC
FullText Text:
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  Data: A Needs Analysis for Curriculum Development: Realigning Business English Pedagogy with 21st-Century Communication Demands in Thailand's Hospitality Industry
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  Data: <searchLink fieldCode="AR" term="%22Songtham+Vongvirulh%22">Songtham Vongvirulh</searchLink><br /><searchLink fieldCode="AR" term="%22Udomkrit+Srinon%22">Udomkrit Srinon</searchLink>
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  Data: Canadian Center of Science and Education. 1595 Sixteenth Ave Suite 301, Richmond Hill, Ontario, L4B 3N9 Canada. Tel: 416-642-2606; Fax: 416-642-2608; e-mail: jel@ccsenet.org; Web site: http://www.ccsenet.org/journal/index.php/jel
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  Data: 17
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  Data: <searchLink fieldCode="DE" term="%22Foreign+Countries%22">Foreign Countries</searchLink><br /><searchLink fieldCode="DE" term="%22Hospitality+Occupations%22">Hospitality Occupations</searchLink><br /><searchLink fieldCode="DE" term="%2221st+Century+Skills%22">21st Century Skills</searchLink><br /><searchLink fieldCode="DE" term="%22Tourism%22">Tourism</searchLink><br /><searchLink fieldCode="DE" term="%22Core+Competencies%22">Core Competencies</searchLink><br /><searchLink fieldCode="DE" term="%22Qualifications%22">Qualifications</searchLink><br /><searchLink fieldCode="DE" term="%22Employment+Potential%22">Employment Potential</searchLink><br /><searchLink fieldCode="DE" term="%22Needs+Assessment%22">Needs Assessment</searchLink><br /><searchLink fieldCode="DE" term="%22College+Graduates%22">College Graduates</searchLink><br /><searchLink fieldCode="DE" term="%22Vocational+English+%28Second+Language%29%22">Vocational English (Second Language)</searchLink><br /><searchLink fieldCode="DE" term="%22Communication+Skills%22">Communication Skills</searchLink>
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  Data: <searchLink fieldCode="DE" term="%22Thailand%22">Thailand</searchLink>
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  Data: 1927-5250<br />1927-5269
– Name: Abstract
  Label: Abstract
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  Data: As Thailand's hotel industry navigates a post-pandemic recovery shaped by digital transformation, the communicative competence of university graduates has become a critical factor in workforce readiness. This study critically assesses this gap, reframing 21st-century skills as integral components of professional communicative competence. It particularly aims to diagnose specific deficiencies to guide a necessary pedagogical shift from isolated language instruction toward an integrated, interdisciplinary model. Adopting a quantitative needs analysis design, this study surveyed 257 employees in three- to five-star hotels across Thailand. A structured questionnaire, synthesizing global skills frameworks, was used to measure the disparity between current and expected competency levels across eleven domains, analyzed using the Priority Needs Index Modified (PNI Modified). The findings reveal that a critical deficiency lies not merely in "communication" as a standalone skill, but also in a broader set of integrated professional communication competencies. The most urgent needs were identified in ICT literacy (the ability to communicate via digital platforms), creativity (using language for innovative problem-solving), and strategic communication. This suggests that while graduates may possess foundational English skills, they lack the ability to apply them dynamically in technology-rich environments. This study calls for an urgent reform of Business English pedagogy in Thailand. Such an approach would embed language learning within authentic business contexts, fostering the adaptive, tech-savvy communicators required to drive value in a competitive global service economy. This transformation is essential for enhancing graduate employability and ensuring the continued relevance of higher education in meeting real-world industry demands.
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      – Text: English
    PhysicalDescription:
      Pagination:
        PageCount: 17
        StartPage: 178
    Subjects:
      – SubjectFull: Foreign Countries
        Type: general
      – SubjectFull: Hospitality Occupations
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      – SubjectFull: 21st Century Skills
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      – SubjectFull: Tourism
        Type: general
      – SubjectFull: Core Competencies
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      – SubjectFull: Qualifications
        Type: general
      – SubjectFull: Employment Potential
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      – SubjectFull: Needs Assessment
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      – SubjectFull: College Graduates
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      – SubjectFull: Vocational English (Second Language)
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      – SubjectFull: Communication Skills
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      – SubjectFull: Thailand
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      – TitleFull: A Needs Analysis for Curriculum Development: Realigning Business English Pedagogy with 21st-Century Communication Demands in Thailand's Hospitality Industry
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