泰国罗勇府高尔夫球场汉语服务现状研究—以三家球场为例

Abstract

随着中泰经贸合作不断深化以及中国赴泰高端游客数量持续增长，汉语服务能力逐渐成为 影响泰国高端旅游服务质量的重要因素。高尔夫旅游作为融合休闲、商务与社交于一体的高端 旅游形态，在泰国东部地区发展迅速。罗勇府作为东部经济走廊（EEC）核心区域，近年来吸 引大量中国商务客源，高尔夫球场汉语服务需求明显提升。 本文以罗勇府三家高尔夫球场为研究对象，采用问卷调查、访谈与实地观察等方法，对汉 语服务现状、游客需求及供需差距进行分析。研究发现，目前球场汉语服务仍处于初级阶段， 主要存在中文标识不足、专业术语能力薄弱、服务流程缺乏标准化及跨文化沟通能力不足等问 题。同时，中国游客对中文接待、规则讲解与全过程语言支持需求较高。 基于 SERVQUAL 理论与跨文化沟通理论，本文提出标准化建设、分层培训、数字化语言支 持与文化适配等优化路径。研究认为，汉语服务已逐渐成为高端体育旅游场景中的重要竞争力 因素。

With the continuous growth of Chinese tourists and the deepening economic cooperation between China and Thailand, Chinese-language service capability has become an important factor affecting the quality of Thailand’s high-end tourism services. Golf tourism, which combines leisure, business, and social interaction, has developed rapidly in eastern Thailand. As a core area of the Eastern Economic Corridor (EEC), Rayong Province has attracted a growing number of Chinese business travelers, leading to increasing demand for Chinese-language services in golf courses. This study takes three golf courses in Rayong Province as research subjects and adopts questionnaire surveys, interviews, and field observation methods to analyze the current situation of Chinese-language services, tourists’ language demands, and the gap between service supply and demand. The findings show that Chinese-language services in local golf courses are still at an early stage, with problems including insufficient Chinese signage, weak professional terminology competence, lack of standardized service procedures, and inadequate cross-cultural communication ability. Meanwhile, Chinese tourists show strong demand for Chinese reception services, rule explanations, and full-process language support. Based on SERVQUAL theory and cross-cultural communication theory, this study proposes optimization strategies including standardized language service systems, hierarchical staff training, digital language support, and cultural adaptation mechanisms. The study argues that Chinese-language service has gradually become an important competitiveness factor in high-end sports tourism.