Enhancing English Skills of Workforce in Castile and Leon Rural Tourism Sector

The growing interest in rural tourism within Spain has been given an extra impetus due to the increased demand in the region of Castile and Leon. There is now a noteworthy boost in the number of businesses which cater to tourists and in the number of rooms available. However, the traditional source markets - national clients - are slowing; therefore, the region of Castile and Leon needs to grow their national market to a wider international level. The purpose of this study is to analyze if the rural hospitality industry experiences cultural and language proficiency problems when hosting international travelers and, if so, to propose adequate solutions. A survey has been carried out among different workers of the sector in Castile and Leon. This needs analysis reveals that the hospitality industry lacks a mastery of English communication, which greatly limits the possibilities of the hospitality industry to effectively provide good service to international tourists. A possible solution to address this situation would be through education and training. Thus, with the information gathered through the survey, we have designed a program of English for Rural Tourism for the wooing of and catering to international tourists. We have taken into account the peculiarities of the region in terms of culture, heritage, environment and gastronomy, but also, different aspects of the acculturation of this industry are deemed.

Keywords

English for tourism, rural tourism, international tourism, culture, acculturation, ESP

JEL Classification

I25, Z32

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