Title

A Study on the Implementation of the English Services Emblem in the Greater Taipei Area

DOI

10.6706/TIESPJ.2014.6.1.3

Authors

Sia-Sing Guo;Rong-Chung Su

Key Words

English service ; English emblem ; Globalization

PublicationName

Taiwan International ESP Journal

Volume or Term/Year and Month of Publication

6卷1期(2014 / 06 / 01)

Page #

53 - 75

Content Language

英文

English Abstract

In recent years, the need for Taiwanese to speak the English language has increased its importance in tandem with an increase of foreign tourists to Taiwan. Thus, local businesses will need to improve the English communication skills of their staffs. With an increase of enterprises located in Taiwan and the growing number of foreign travelers, the demand on English proficiency has seen a corresponding spike. According to Lin (2003), the Taiwan government implemented several projects to create a tourist-friendly environment that will increase the nation's visibility and competitiveness. One of the projects was the awarding of English Service Emblems, launched by the former Research Development Evaluation Center (RDEC) of the Taiwan Executive Yuan. The emblems are awarded to qualifying businesses to ensure that correct English is spoken with foreigners. Since the launch of the project, the emblems have been awarded to thousands of service providers. However, although applicants were evaluated before being assigned the emblem, in addition to the evaluation for the emblem award applications, follow-up verifications of service quality have not been adequate. This study investigates the English services provided at emblem stores in the Greater Taipei Area. The results found that, in the area studied, the stores with a gold emblem were able to provide adequate English services. However, most stores with a silver emblem failed to provide the necessary services to foreigners. The government and business sectors should continue to invest in English training for the improvement of labor forces and service quality.

Topic Category 人文學 > 語言學
社會科學 > 教育學
Reference
  1. Liu, C.Y.(2007)。文化全球化:一種在地化的整合是思維與實踐。Studies in International Cultures,3(1),1-30。
    連結:
  2. ITSP. (2009a). English Services Emblem finds you the English friendly services. Retrieved from http://www.i-taiwan.nat.gov.tw/en/index.php?option=com_content&view=article&id=772:english-services-emblem-finds-you-the-englishfriendly-service&catid=18:news-a-events&Itemid=69
  3. ITSP. (2009b). Taiwan Prepares for Global Challenges. Retrieved from http://www.i-taiwan.nat.gov.tw/en/index.php?option=com_content&view=article&id=166&Itemid=90
  4. ITSP. (2009c). RDEC Promotes English Services Emblem Certification. Retrieved from http://www.i-taiwan.nat.gov.tw/en/index.php?option=com_content&view=article&id=943:rdec-promotes-english-services-emblem-certification-&catid=19:topics&Itemid=70
  5. National Development Council. (2014). National Development Council inaugurated. Retrieved from http://www.ey.gov.tw/en/Link_Content.aspx?n=6EBEA92B45F475D0&s=E2E336A5EE17CD20
  6. Pintung Country Government. (2012). English services emblems. Retrieve from http://cc3.tajen.edu.tw/~tajendmd/englishserviceinpt/english/about.html
  7. RDEC. (2009). 2009 English Services Emblem Certification Ceremony and Exposition. Retrieve from http://archive.rdec.gov.tw/ct.asp?xItem=4164241&ctNode=14650&mp=110
  8. RDEC. (2010). RDEC Launches its Second Round Evaluation for the 2010 English Services Emblem Project. Retrieve from http://archive.rdec.gov.tw/ct.asp?xItem=4529582&ctNode=14650&mp=110
  9. Chen, Y.,Wang, B.(2009).On the globalization of English and a tentative projectbased international logistic services system for 2009 Kaohsiung World Games.City Development,6,38-57.
  10. Claflin, M.,Kunimasa, J.,Churton, P.(2013)."Globalization" in European universities: A different world? The view from EAIE 2013.Forum of Higher Education Research,4,135-142.
  11. Gillespie, M. K.(1996).Learning to work in a new land: A review and sourcebookfor vocational and workplace ESL.Washington DC:Center for Applied Linguistics..
  12. Guo, S. C.(2011).Impact of out-of-class activity on students' language awareness, vocabulary, and autonomy.Language Education in Asia,2(2),246-256.
  13. Her, J. H.(2007).Hamilton, New Zealand,University of Waikato.
  14. Kelly, J.(2005).China: Business English: - A new wave.The Asian ESP Journal,1(3)
  15. Kilickaya, F.(2009).World Englishes, English as an international language and applied linguistics.English Language Teaching,2(3),32-35.
  16. Krashen, S.(2003).Dealing with English fever.Paper presented at the proceedings of the Twelfth International Symposium on English Teaching, Taipei, Taiwan,Taipei, Taiwan:
  17. Kuo, R,Chiu, H,Chuang, S.(2009).Factors influencing Kaohsiung City's destination images-the perspectives of foreign tourists.City Development,4,38-69.
  18. Lawal, G.(2006).Globalisation and development: The implications for the African economy.Humanity & Social Sciences Journal,1(1),65-78.
  19. Lin, C.C.(2003).Building internationalized living environment: Link globally and act locally.Development and Evaluation Commission of the Executive Yuan Bimonthly,27(3),3-10.
  20. Ministry of Education(2005).2005 education in the republic of China (Taiwan).The Ministry of Education, Taiwan.
  21. Mollin, S.(2006).English as a lingual franca: A new variety in the new expanding circle.Nordic Journal of English Studies,5(2),41-57.
  22. Seidlhofer, B.(2005).English as a lingual franca.ELT Journal,59(4),339-341.
  23. Soricone, L.,Singh, N.,Smith, C.,Comings, J.,Shields, K.,Sacks, L,Tull A.(2011).Breaking the language barrier.Boston:The Boston Foundation.
  24. Su, R. C.(2012).A study on the implementation of English services emblem in Kaohsiung and the needs of certified stores for ESP program.Journal of English Education,1(1),13-26.
  25. Thitthongkam, T.,Walsh, J.,Bunchapattanasakda, C.(2011).The roles of foreign language in business administration.Journal of Management Research,3(1),1-15.
  26. Ur, P.(2009).English as a lingual franca, and some implications for English teachers.28th TESOL France Colloquium
  27. White, R.(1997).Going round in circles: English as an international language, and cross-cultural capability.Cross-Cultural Capability Conference '97
Times Cited
  1. 林家瑋(2009)。應用減少腦部神經膠質細胞纖維化提升腦部氧氣分壓與維持最佳腦部血液灌流壓於治療嚴重頭部外傷之研究。臺北醫學大學臨床醫學研究所學位論文。2009。1-126。 
  2. 陳育萱(2005)。現行高中英文教科書編寫歷程與用後評估之研究。臺灣師範大學英語學系學位論文。2005。1-150。
  3. 李桂禎(2007)。大台北地區國中英語教師對教科書之意見及使用現況之研究。政治大學英語教學碩士在職專班學位論文。2007。1-131。
  4. 賀自強(2017)。母語使用對專業英語學習的影響: 以新聞英文為例。淡江大學英文學系碩士班學位論文。2017。1-103。