English Language Competence of Tourism Human Resources in Parapat: A Competency-Based Tourism (CBT) Perspective

Abstract

This study investigates the level of English language competence among tourism human resources in Parapat, Indonesia, and examines the relevance of a Competency-Based Tourism (CBT) approach for improving communication skills in tourism services. Adopting a qualitative case study design, data were collected through semi-structured interviews, field observations, and document analysis involving tour guides, hotel front office staff, culinary business operators, souvenir vendors, and members of tourism awareness groups. The findings reveal that most tourism actors demonstrate only basic functional English competence, limited to routine expressions such as greetings and simple service interactions. Key constraints include insufficient access to relevant training, diverse educational backgrounds, and weak institutional support. The study also indicates that practice-oriented training aligned with CBT principles—particularly role-play and service simulations—can enhance communicative confidence and functional language use among tourism workers. These findings underscore the importance of contextualised, competency-based English training programmes for improving service quality and tourist satisfaction in emerging tourism destinations. The study contributes to hospitality and tourism literature by demonstrating the applicability of CBT principles to English language development in a developing destination context.