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Don't hesitate to comment below if you have any questions or additional phrases A Lecture for theSixth Northeast Asia Management and Economy Joint ConferenceGwangju Kimdaejung Convention Center May 30, 2007Linguistic Auditing and EIL for East Asian Tourist IndustryJudy YoneokaKumamoto Gakuen UniversityEmail: judy@kumagaku.ac.jp 1 ,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 ,East Asia Japan Map from Fauser, 2007 presentation ,English Education in NE Asia ,Role of English as a regional language in EastAsia? ERL? ,The OTHER regionallanguage: 漢字 Advantageｓ: 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? ,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 ,TOP TOURISM GENERATING COUNTRIES TO JAPAN, KOREA + CHINA 2006 ,EIL ＬＯＴＥ OLＩＬ Proficiency in International Languages Needed in Tourist Industry EIL = English as an International LanguageLOTE = Languages other than EILOLIL = Own language as an International Language EIL Based on Honna, 2007 presentation ,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 ,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 ,From Honna, 2007 presentation ,Needs Assessment Actual and immediate needs (= What does the company need to do in another language now? ) By questionnaire to Kumamoto hotels and actual tourists Hidden and potential needs (= What could the company do in another language to be more successful and profitable?) By questionnaire to potential Korean tourists ,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? ,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 ,A page from the Kumamoto Prefectural UD online manual ,Tourists to Kumamoto ,Where do the international tourists come from? (2003 - 2005 data) ,Increase of Korean Tourists in Japan/Kumamoto Unit = 1,000 ,Needs Assess