A Mixed-Method Needs Analysis for Developing In-Flight Communicative English Material Integrating Intercultural Communicative Competence from Thai University Students' Perspectives
This mixed-methods study investigated the English language and content needs of Thai EFL undergraduates to inform the development of in-flight communicative English materials integrating intercultural communicative competence (ICC). A stratified survey was administered to 265 airline business management students from multiple universities in Bangkok, followed by semi-structured interviews with 12 participants. Quantitative findings showed that students prioritised speaking and listening skills, particularly for handling real-time service interactions, safety procedures, and conflict situations. They also identified professional cabin crew skills and ICC as essential content areas. The qualitative phase provided deeper insights into students' expectations for authentic cabin-crew-related tasks, the need for a clearer understanding of cabin crew duties, the value of ICC in managing culturally diverse passenger interactions, and role-play as a preferred activity. These findings highlight the need for ESP learning materials that integrate aviation-specific communication, ICC, and ESP teaching pedagogy. The study also contributes to ESP and materials development by proposing evidence-based directions for designing English for airline courses that better prepare Thai EFL learners for global aviation contexts.