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 tourist visits from China, but tourism SMEs still face three main problems: (1) non-translator staff are not able to communicate in basic Chinese, (2) the unavailability of contextual teaching materials that meet tourism needs, and (3) limited independent learning resources for sustainable competency development. This community service program was carried out in partnership with Lintas Karya Muda tourism SMEs. The approach applied was Participatory Action Research (PAR), a methodology that emphasizes equal partnerships and repetitive cycles between reflection and action. Through this approach, activities were carried out in three participatory phases: (1) Assessment Phase, which includes observation, in-depth interviews, and Focus Group Discussions (FGD) to identify needs and potentials collaboratively; (2) Intervention Phase (Action), in the form of training implementation tailored to the results of diagnosis; and (3) Development Phase (Reflection and Joint Creation), namely assistance in product development to ensure sustainability and empowerment. The proposed solution provides basic words training material in Chinese language and an interactive eBook with contextual knowledge, relevant vocabulary list, the native script (Chinese Characters), transcription into Chinese phonology symbols and says audibly for self-study. Anonymized Likert scale Questionnaire Evaluation revealed that 87.5% of participants strongly agree that e-book helps the learning process and high reliability was found (Cronbach’s Alpha value of 0.89). This programmed directly contributes to SDG 4 (Quality Education) in fostering inclusive language skills and the promotion of SDG 8 (Decent Work and Economic Growth) through enhanced service capacity, quality interactions with tourists, and competitiveness of local tourism SMEs.

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

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