An Investigation of Communication Problems and Communication Strategies among Thai Baristas and Foreign Customers in Chiangmai

Abstract

This study explores communication challenges and strategies between Thai baristas and foreign customers in Chiangmai, a major tourist destination with a vibrant coffee culture. Using a mixed-methods approach, data were collected from 50 Thai baristas and 50 foreign customers through questionnaires and semi-structured interviews. The research addresses gaps in intercultural communication studies within hospitality contexts, focusing on linguistic and cultural barriers and adaptive responses. Findings reveal that communication problems often arise from limited English fluency, insufficient vocabulary, incorrect grammar, unclear pronunciation, and difficulties with diverse accents. Thai baristas particularly struggle with understanding orders, explaining product options, and responding to specific customer needs, while foreign customers sometimes fail to simplify their language appropriately. To overcome these challenges, both groups employ strategies such as circumlocution, mime, approximation, and direct appeals for help. Interactional techniques like asking for clarification and using repetition or fillers also help manage misunderstandings and maintain conversational flow. The study highlights the critical role of strategic competence in bridging linguistic and cultural gaps. Practical recommendations include developing tailored English training programs for Thai baristas, focusing on listening, speaking, and intercultural skills. The findings offer insights for enhancing service quality through English for Specific Purposes curricula and workplace training, benefiting educators, policymakers, and business owners. This research contributes to a deeper understanding of English as a Lingua Franca interactions in Thailand’s hospitality sector and suggests directions for future global studies on language, culture, and business.