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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: judy@kumagaku.ac.jp1

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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

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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/