ข้อมูลที่เป็นภาษาอังกฤษบนฉลากผลิตภัณฑ์ท้องถิ่น: มุมมองจากนักท่องเที่ยวชาวต่างชาติ

Information in English on Local Product Labels: Perspectives from Foreign Tourists

Abstract

          The objective of this article was to examine the needs of the information in English on the labels of local products sold at Saturday Night Market in Muang district, Khon Kaen province. Mixed Methods Research was employed to conduct this study.  The quantitative data were compiled through questionnaires by accidental sampling from 160 foreign tourists who used to visit the night market and statistically analyzed in terms of percentage.  The qualitative data were collected using the semi-structured interview guideline to interview 16 local product sellers and 20 foreign consumers. The descriptive analysis method was used to analyze the data. The results revealed that 86.9 percent of the foreign tourists needed the information in English about local products to help them make a decision to buy the products.  These foreign tourists needed the mentioned information at the extremely high (41.7%), high (35.3%), moderate (20.1%) and low (2.9%) levels. The needed information included instructions for use, production method, brand, instructions for care, production materials, product storytelling, production site, expiration date, and size. Moreover, the size, type and color of English fonts should be vivid and easy to read and the graphic design should convey the identity of Khon Kaen province. The results of this research can be used for developing the marketing for the local products sold at Saturday Night Market in Muang district, Khon Kaen province and for community products marketed elsewhere.

Keywords:  English Language, Product Labels, Community Products, Saturday Night Market, Khon Kaen Province