Socioeconomic and Psychosocial Determinants of English Proficiency among Dairi Lake Toba Tourism Actors

Cici Handayani; Nirwaty Tarigan; Agus Susanto; Muhammad Fathoni; Ratih Amelia

doi:10.55227/ijhess.v6i2.2534

Authors

Cici Handayani Politeknik Unggul LP3M
Nirwaty Tarigan Politeknik Unggul LP3M
Agus Susanto Institut Bisnis Informasi Teknologi dan Bisnis
Muhammad Fathoni Politeknik Ganesha Medan
Ratih Amelia Politeknik Unggul LP3M

DOI:

https://doi.org/10.55227/ijhess.v6i2.2534

Keywords:

English language proficiency, tourism actors, training, social networks, Lake Toba

Abstract

English language proficiency constitutes a critical competence for tourism actors in enhancing service quality, facilitating intercultural communication, and strengthening the competitiveness of tourism destinations. This study examines the influence of socio-economic factors, education, training, emotional intelligence, social media utilization, spiritual motivation, and social networks on the English language proficiency of tourism actors in Dairi Regency, Lake Toba area. A quantitative approach was employed with an explanatory survey design. The research sample comprised 210 respondents, including tour guides, hotel and homestay workers, culinary entrepreneurs, tourism transport providers, local business actors, and destination managers. Data were collected through Likert-scale questionnaires and analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS) with the assistance of SmartPLS software. The findings reveal that all variables exert a positive and significant effect on the English language proficiency of tourism actors. The R-Square value of 0.684 indicates that the model possesses strong explanatory power. Training emerged as the most dominant factor, followed by social networks, emotional intelligence, social media utilization, education, spiritual motivation, and socio-economic factors. These results underscore the necessity of enhancing English language proficiency among tourism actors through integrated strategies, including destination-based English for Tourism training, strengthening communities of practice, productive use of social media, and expanding social networks. Such strategies are essential for improving service quality, tourist satisfaction, and the overall competitiveness of tourism in Dairi Regency, Lake Toba area.

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