Transcript Using Linguistic Auditing to discern the Language Needs of

Industry-Level Responses towards
Changing Linguistic Environments:
A Case Study of Kumamoto Tourist Industry
Breakout Session 5
OECD-Japan Seminar
Aoyama Gakuin University
Oct 23, 2008
Judy Yoneoka
（Faculty of Foreign Languages
Kumamoto Gakuen University)
[email protected]
Goals of this Presentations
1. Provide a specific example of how local
linguistic landscapes can change with
environmental pressures, and how linguistic
auditors can provide impetus for those changes
by raising awareness
 2. Discuss institutional support for tourism and
its sub-industries (hotels, souvenir shops,
restaurants, etc.)
 3. Introduce my “second” home town
Kumamoto

Linguistic Auditing in Japan
Honna, N. et al. (2006) Working Group
Language Auditing
AND
Communication Auditing
(cross-cultural communication, politeness strategies,
listening strategies, ability to formulate and share
opinions, etc.)
=
Linguistic Auditing
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
4
Focus on the Tourist
Industry 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
– Government and NPO supports
5
International Tourists to Kumamoto
（２０００－２００６）
200000
2006
150000
=
4.3/100
=3/100
100000
=1/100
50000
2000
2001
2002
2003
Japanese tourists (x100)
2004
2005
International Tourists
6
Where do Kumamoto tourists come from?
2005
2006
Korea
59%
64%
Taiwan
22%
19%
US
5%
5%
Hong Kong
2%
3%
China
2%
2%
7
The Changing Linguistic
Landscapes in Kumamoto
The Kumamoto Prefecture Website
Four-language Reference Manual
(available on Kumamoto Prefecture website)
ASO DESIGN CENTER (NPO)
THE KUMAMOTO
LINGUISTIC AUDIT 2006-2008

partially funded by a grant from the Institute of
Business and Management, Kumamoto Gakuen
University
– Stage 1A 2006-2007
Survey of local tourist businesses: hotels, sightseeing
spots, transportation, information centers, etc.
– Stage 1B 2006-2008
Survey of foreign residents, visitors and potential
visitors (esp. from Korea and China)
– Stage 2 2007-2008
In-depth study of selected business(es) and
implementation of language strategies
Preliminary findings






Most Kumamoto residents need more information on
shopping and transportation.
Most Koreans and Chinese have heard of Kumamoto,
never been there, but would like to go if cost and
language needs were met.
Every tourist related industry felt the need for more
ability in English and most (but not all) for Korean,
fewer for Chinese
Hotel needs were highly enterprise-specific
Aids are available but not useful/used
Enterprise-based support is minimal
– Only one of 17 hotels supported language classes as part of business training
Specific needs  specific solutions

travel agency I. about 3-5 foreign customers a week, most of the
employees can communicate in English; one Chinese. BUT they have
no written information in other languages at all.
=If they make information available in foreign languages, it will help to
attract foreign customers.

travel agency W. about 2 foreign customers everyday. BUT only one
employee can speak English.
=If most of the people at the counter could speak English, they could give
the service that the customers want. Since they get many foreign
customers so far, every employee at the service counter needs to improve
his or her English.

travel agency J. no foreign customers BUT 4 people speak English,
one Chinese.
=If they advertise that they can speak English and Chinese, they can attract
more foreign customers.
Specific Solutions  Specific Results
Suizenji Park
Entrepreneurship at work: the
“Hitoyoshi solution”
Another application: a hotel in Aso
The Kumamoto Searchable
Website (under development)
1st step – select language
 2nd step – select Bullet Train station, interests,
time available, budget, etc.
 3rd step – receive suggestions for itinerary
based on personal conditions and preferences

– Chinese explanation of Seinan War

Link to Prefectural site?
Conclusions
1. Influence of linguistic environments can
produce localized responses at
government, GPO and industry levels
 2. Responses vary according to needs (and
hopefully lead to viable solutions)
 3. If you come to Kumamoto, please
prepare to be welcomed in Japanese,
Korean, Chinese and English!

– [email protected]