The proficiency of English communicative skills among homestay staff in Bangli for effective customer service

Journal of Language, Literature, Social, and Cultural Studies, Volume 3 Number 3 (Nov 2025), p. 332-343 e-ISSN: 2986-4461 DOI: https://doi.org/10.58881/jllscs.v2i2 https://ympn.co.id/index.php/JLLSCS The proficiency of English communicative skills among homestay staff in Bangli for effective customer service Anak Agung Gede Oka Geria1, Ni Wayan Pastini2, Luh Nyoman Tri Lilasari3 Politeknik Pariwisata Bali1,2,3 1Email: 2Email: 3Email: Abstract - The growth of community-based tourism (CBT) in Indonesia has positioned homestays as a strategic avenue for rural economic empowerment, cultural preservation, and sustainable tourism development. In Bangli, Bali particularly in renowned tourism villages such as Pengelipuran and Undisan— homestays serve as key interfaces between local communities and international visitors. As English functions as the global lingua franca of tourism, oral English communication skills are essential for ensuring high-quality guest experiences. However, many homestay staff possess limited formal English training, raising concerns about their capacity to meet the communicative demands of international tourism. This study aims to assess the oral English communicative competence of Bangli homestay staff using the Common European Framework of Reference for Languages (CEFR) as the evaluative benchmark. Drawing on the theoretical perspectives of communicative competence and integrating insights from tourism communication research, the study adopts a task-based assessment approach to measure performance in practical contexts such as facility descriptions, cultural explanations, and guest interaction scenarios. The findings are expected to provide a nuanced profile of staff competencies across CEFR levels, identify specific linguistic and strategic strengths and weaknesses, and inform targeted training interventions. By aligning language development initiatives with the operational realities of CBT settings, the study seeks to enhance service quality, strengthen cultural exchange, and contribute to the longterm sustainability of homestay programs in rural Bali. This research further adds to the academic discourse on English for Specific Purposes (ESP) in tourism, particularly within developing country contexts. Keywords: community-based tourism, homestay Bali, oral communication, CEFR, English for Specific Purposes 1. Introduction The tourism industry in Indonesia has undergone a significant transformation in recent decades, shifting from conventional mass tourism toward more community-based tourism (CBT) models. One of the central instruments in this transition is the homestay program, which plays a crucial role in integrating local communities—particularly those in rural areas—into the tourism value chain. The homestay initiative is not merely an economic opportunity; it is a strategy for inclusive development aimed at empowering rural populations, promoting cultural preservation, and fostering sustainable tourism. Through this model, the government seeks to redistribute the 332 This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/) Journal of Language, Literature, Social, and Cultural Studies, Volume 3 Number 3 (Nov 2025), p. 332-343 e-ISSN: 2986-4461 DOI: https://doi.org/10.58881/jllscs.v2i2 https://ympn.co.id/index.php/JLLSCS benefits of tourism, extending them beyond urban and resort centres to include village-based communities (Giampiccoli, & Saayman, 2018). In essence, homestays offer a unique cultural exchange. Tourists are not simply visitors; they become temporary members of a host family, sharing meals, traditions, and routines. This immersive experience sets homestays apart from traditional accommodations. For the host families, this implies more than providing a room; it involves engaging in intercultural communication, understanding guest expectations, and offering a hospitable environment that meets international service standards (Clarke,& Chen,(2009).Bali, as Indonesia's leading tourist destination, has become a focal point for homestay development. Areas such as Pengelipuran Village and Undisan Village in Bangli Regency are notable examples of cultural and rural tourism integration. Pengelipuran is renowned for its strong commitment to Balinese traditions and its well-preserved village layout, while Undisan is emerging as a vibrant tourism village attracting a growing number of foreign visitors (Murti, 2019). However, the influx of international guests presents a challenge: the need for effective English communication skills among homestay staff. English serves as the lingua franca in global tourism and is instrumental in ensuring quality guest service (Mesquita, 2021). Effective oral English communication facilitates better understanding between hosts and guests, minimizes service delivery issues, and enhances the overall guest experience (Khorsheed, & Saleh,2024). Conversely, inadequate communication may result in service failures, cultural misunderstandings, and negative guest reviews, ultimately affecting business sustainability. Although many homestay staff in Bangli are high school graduates with limited exposure to formal English training, they are expected to perform multiple roles—including receptionist, guide, cook, and cultural ambassador—all of which require functional English proficiency (Putri et al. 2022). Despite these challenges, anecdotal evidence suggests that homestays in Bangli continue to attract visitors and even experience a growing number of repeat guests. This paradox raises a critical question: To what extent do homestay staff possess the necessary oral English communication skills to interact effectively with their guests? This study seeks to investigate this phenomenon systematically, with a particular focus on assessing the communicative competence of homestay staff based on the Common European Framework of Reference for Languages (CEFR). Previous research on homestay development in Bali has largely focused on management practices, cultural tourism, coastal empowerment, and specific language needs (Aritama, & Putra, 2021). However, there remains a significant gap in the literature concerning the actual oral English communicative competence of homestay staff. This gap is critical because effective communication is foundational to the hospitality industry, particularly in CBT models where interpersonal interaction is central to the guest experience (Shen et al., 2020). This study addresses the following research questions: (1) How well do the homestay staff in Bangli communicate in English orally with their guests based on the CEFR? (2) What strategies and interventions are needed to improve their oral English communication skills? This study has two primary objectives: (1) To assess the oral English communication competence of homestay staff in Bangli using CEFR descriptors. (...truncated)