Acta Universitatis Danubius. Œconomica, Vol 6, No 2 (2010)

Language Roles in Internal and External Communication in the Thai Tourism Industry Competitiveness

Thavorn Thitthongkam, John C. Walsh, Chanchai Banchapattanasakda


Language plays important roles in both internal and external communications in the competitiveness of the tourism industry. Communication involves giving, getting, and highlighting
information. Communication also enhances understanding and establishing harmonious relationships among people. Effective communication involves nine elements and it is influenced by a multitude of factors, including the use of language by employees, employee involvement and commitment and
technological change. Language can be a means in helping maintain competitiveness. The usage of clear and appropriate language and vocabulary-building helps generating effective communication leading to organizational change. Observation and interview are ways of determining the degree of
effectiveness of internal and external communications.


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