Tourism SMEs Service Quality Development through Basic Mandarin Literacy and Cross Cultural Communication

Yogi Bagus Adhimas, Stephen Aji Wardana, Muhammad Wafiq Tanjung Pratama, Pipit Dwi Angraini, Lutfi Saksono, Zhuang Haili

Abstract


East Java Province has experienced a significant increase in Chinese tourist arrivals, creating new demands for improving communication competence among tourism Small and Medium Enterprises (SMEs). However, non interpreter tourism staff still face limitations in basic Mandarin communication skills, the absence of contextual learning materials, and limited access to sustainable self learning resources. This community service program aimed to enhance tourism service quality through basic Mandarin literacy training and the development of a contextual interactive e book as a sustainable learning medium for tourism SMEs. The novelty of this program lies in integrating participatory language empowerment, tourism specific communication scenarios, and digital self learning resources tailored to the operational needs of non interpreter tourism workers. The program employed a Participatory Action Research (PAR) approach consisting of three stages: assessment, intervention, and reflection development. Data were collected through field observation, in depth interviews, Focus Group Discussions (FGDs), and a Likert scale evaluation questionnaire. The results showed that the program successfully improved participants’ confidence and functional Mandarin communication abilities in tourism service contexts. The developed interactive e book received highly positive responses, with 87.5% of participants strongly agreeing that the e book supported their learning process, while the instrument reliability test showed a Cronbach’s Alpha value of 0.89. These findings demonstrate that contextual Mandarin training combined with digital learning resources can strengthen service capacity, intercultural communication, and competitiveness of tourism SMEs. This program contributes to Sustainable Development Goal (SDG) 4 through inclusive language education and SDG 8 through improved tourism workforce capacity and economic development.

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DOI: http://dx.doi.org/10.33474/penadimas.v4i2.29807

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