DEVELOPMENTOF A COMMUNICATIVE ENGLISH TRAINING MODEL FOR TOURISM BUSINESS ACTORS IN SOUTH SULAWESI^S LEADING DESTINATION
Muh. Yahya, Muh. Kasim, Rangga Saputra

Politeknik Pariwisata Makassar

Abstract

This research aims to develop a Communicative English Training Model for tourism business actors in South Sulawesi leading destinations with a focus on Tana Toraja and Bulukumba. The study addresses the urgent need to strengthen English communication skills among local tourism stakeholders in order to improve service quality, competitiveness, and visitor satisfaction in an increasingly globalized tourism industry. Using a mixed method Research and Development approach based on the ADDIE framework Analysis, Design, Development, Implementation, and Evaluation, the study integrates quantitative and qualitative techniques to ensure contextual and empirical validity. Findings from the English Proficiency Test show that most participants are at the intermediate level, with stronger receptive skills in reading and listening compared to productive skills in speaking and writing. Interviews and group discussions reveal that each occupational group, including souvenir sellers, homestay managers, cafe owners, and tour guides, has specific communicative needs linked to their service contexts. The study identifies Communicative Language Teaching and Task Based Language Teaching as effective pedagogical foundations for contextualized training, with emphasis on role plays, service simulations, and audiovisual based learning. Perceptual data indicate that participants respond positively to experiential, collaborative, and practice oriented learning approaches that prioritize fluency, confidence, and cultural interpretation skills over grammatical accuracy. Intrinsic motivation to improve service professionalism and cross cultural interaction emerges as a major factor contributing to learning success, despite challenges such as limited time and post training continuity. The resulting Communicative English Training Model provides a context sensitive and participatory framework that aligns English for Specific Purposes with the communicative realities of tourism. This study contribute

Keywords: English training, communicative competence, tourism business actors, CLT, ADDIE model.

Topic: Tourism and Hospitality