English language needs of elderly entrepreneurs in a rural organic rice seed community in northeastern Thailand

Kamonchanok  Sanmuang; Atipat Boonmoh; Sirinna  Khamtanet

doi:10.62819/jel.2025.1429

Authors

Kamonchanok Sanmuang Faculty of Liberal Arts and Management Science, Kasetsart University Chalermphrakiat Sakon Nakhon Province Campus, Sakon Nakhon, Thailand
Atipat Boonmoh School of Liberal Arts, King Mongkut’s University of Technology Thonburi, Thung Khru, Bangkok, Thailand
Sirinna Khamtanet Faculty of Liberal Arts and Management Science, Kasetsart University Chalermphrakiat Sakon Nakhon Province Campus, Sakon Nakhon, Thailand

DOI:

https://doi.org/10.62819/jel.2025.1429

Keywords:

elderly entrepreneurs, English communication, English for Specific Purposes (ESP) , needs analysis, organic rice products community enterprise

Abstract

In rural Thailand, many elderly community members continue to take part in small-scale entrepreneurship, especially in areas connected to local or organic products. This study explores the English language needs of elderly entrepreneurs from the Dow Lom Duan Organic Rice Seed Community Enterprise in Sakon Nakhon Province. The enterprise produces and sells chemical-free rice products such as organic brown rice, banana leaf sticky rice (Khao Tom Mad), crispy rice cakes (Khaotan), and puffed rice (Khao Pong). As the group seeks to expand its market and communicate with foreign customers, the role of English becomes more important. However, most members are older adults with limited formal education and little experience learning English. This study used structured interviews with 48 entrepreneurs to examine how they currently use English, the challenges they face, and the types of English they wish to learn. Findings show that participants mainly need English for product descriptions, greetings, price negotiation, and online posts. They prefer short phrases, visual support, and oral learning methods. The study highlights the importance of practical, task-based English lessons and gives suggestions for future training or materials that support elderly entrepreneurs in similar rural communities.

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