Needs Analysis of English for Tourism among Tourism Ambassadors in Demak

Abstract

This study aims to identify the English for Tourism needs of tourism ambassadors in Demak Regency, particularly in relation to their service duties, promotional roles, and real communication situations in the field. This study employed a qualitative approach that produced descriptive data through interviews and observation. The participants consisted of six tourism ambassadors and one coordinator selected through purposive sampling. The findings show that tourism ambassadors need English to welcome guests, introduce themselves, provide tourism information, guide visitors, explain local traditions, and promote Demak’s cultural, religious, and historical potential. Events such as Grebeg Besar Demak show that tourism ambassadors may need to communicate information about event schedules, venues, local products, souvenirs, and cultural or religious values to wider audiences, including international visitors. Speaking and listening were identified as the most needed skills, while reading and writing supported the preparation of promotional texts and tourism information. The study also found that tourism ambassadors need vocabulary related to tourism, creative economy, greeting, guiding, destination promotion, and public speaking. The main challenges include limited vocabulary, difficulty speaking fluently, and lack of practice. Therefore, English for Tourism training should focus on practical communication, speaking practice, pronunciation, tourism vocabulary, guiding expressions, event-based role play, and promotional language related to Demak’s local tourism potential.
Keyword : English for Tourism; needs analysis; tourism ambassadors; Demak Regency; tourism communication