CHAPTER 4: RESULTS AND DISCUSSION

4.1 Introduction

This case study aims to present the results and discussion chapter focused on understanding the
implications of misunderstanding and miscommunication between airport personnel and non-native
English speaker tourists. The objectives of this study were threefold: firstly, to identify the root causes
of misunderstanding and miscommunication in this context. Secondly, to analyse the effects of such
miscommunication on overall communication effectiveness; and thirdly, to propose effective
communication strategies to minimize these occurrences in the future. The study involved a survey
conducted through Google Forms, with a total of 30 respondents, consisting of both airport personnel
and non-native English speaker tourists. The findings from this study will shed light on the challenges
faced in intercultural communication and contribute to the development of practical recommendations
for enhanced communication in similar settings.

4.2 Results
4.2.1 Demographic Information`

Table below shows the participant of demographic background. The participants consisted of 16
(53.3%) males, 13 females (43.3%) and 1 prefer not to say gender (3.3%) with majority (33.3%) age
between 18-24 years old and (30%) age between 35-44 years old, (23.3%) for ages 25-34 years old,
(10%) for 45-54 years old and (3.3%) for ages 55-64 years old. Other criteria were the highest level of
education of the participants, 18 (60%) who finished bachelor’s degree, 8 (26.7%) who finished
master’s degree and 4 (13.3%) who graduated high school or equivalent. The last criteria were the
position of the participant which the majority is from the airport personnel 13 (43.3%), 10 (33.3%)
from the foreign tourists, 6 (20%) from the local tourists and 1 (3.3%) from the random customer.

Table 4. 1 - Distribution Of subject based on gender, age, highest level of education, and
Participant taking this survey (n=30)
___________________________________________________________________________
Characteristic
___________________________________________________________________________
Gender: Male 16 (53.3%) Female 13 (43.3%)
Prefer Not to say 1 (3.3%)

Age: 18-24 10 (33.3%) 25-34 7 (23.3%)

35-44 9 (30%) 45-54 3 (10%)
55-64 1 (3.3%)
highest level of education:
Bachelor's degree 18 (60%) High school or equivalent 4 (13.3%)
Master's degree 8 (26.7%)

Participant taking this survey:

Airport personnel 13 (43.3%) Local tourists 6 (20%)
Foreign tourists 10 (33.3%) customer 1 (3.3%)
___________________________________________________________________________
4.2.2 Common misunderstanding that arise between airport personnel and non-native English speaker
tourists.
Figure below shows that the common misunderstandings that arise between airport personnel and
non-native English speaker tourists. 16 (53.3%) of the respondents strongly agree that
misunderstanding of directions or instructions, due to language barriers, directions or instructions
given by airport personnel may not be understood. While 7 (23.3%) agreed that misunderstanding of
customs and immigration procedures. Tourists visiting different countries may not be familiar with
customs and immigration procedures of the airport they are visiting. Next, 6 (20%) of the respondents
chose the misunderstanding of flight schedules. Another common misunderstanding arises when
airport personnel try to explain flight schedules or delays to non-native English speakers. Only 1
(23.3%) agreed that the common caused is misunderstanding of baggage policies, due to language
limitations, tourists may misinterpret the information and either pack their bags incorrectly or bring
prohibited items on board.

Most common misunderstandings

16
12
8
4
0

Most common misunderstandings

Figure 4. 1 - common misunderstandings

4.2.3 Most potential consequences or negative effects of miscommunication
Figure below shows the most potential consequences or negative effects of miscommunication. 13
(43.3%) of the respondents stated that flight delays or cancellations are the biggest consequences in
miscommunication between airport personnel and non-native English speaker tourists and it could
lead to confusion over flight schedules, gate changes, and boarding procedures. Next, 11 (36.7%) of
the respondents mentioned that passenger frustration or anxiety is the main consequences.
Miscommunication can cause passengers to become frustrated or anxious, especially when they are in
a foreign country and do not speak the local language. Other than that, 5 (16.7%) of the respondents
stated that security breaches are the main consequences. If airport personnel miscommunicate with
non-native English speaker tourists during security checks, it may lead to security breaches, such as
individuals passing through undetected with prohibited items. Finally, 1 (3.3%) of the respondents
stated that safety hazards are the main consequences. Miscommunication between airport personnel
and non-native English speaker tourists can put them at risk of accidents or injuries.

Most potential consequences or negative ef-

fects

1; 3% Flight delays or cancellations

Security breaches
Passenger frustration or anxiety
11; 37% 13; 43% Safety hazards

5; 17%

Figure 4. 2 – Most potential consequences or negative effects

4.2.4 How do miscommunications impact the overall travel experience for tourists.

Figure below shows that how do miscommunications impact the overall travel experience for tourists.
7 (23.3%) of the respondents stated that delayed or missed flights will affect the experience of the
tourists. Meanwhile, same amount of the respondents 7 (23.3%) stated that wrong information gain
from the airport personnel will also impact the experience of the tourists during travelling. Next, 6
(20%) mentioned that their safety will be at risk when there is a miscommunication occur between
them and the personnel. Other than that, 5 (16.7%) stated that miscommunication can affect the airline
reputation for a long-term period. Finally, same number of respondents which is 5 (16.7%) mentioned
that sometimes it will get frustrating when the difficulty in communications happens between them
and the personnel.

Miscommunications impact the overall travel

experience for tourists
Airline Reputation

Safety Risks

Frustration

Wrong Information

Delayed or Missed Flights

0 1 2 3 4 5 6 7 8

Effect of miscommunication

Figure 4. 3 – miscommunication impact the overall travel experience for tourists

4.2.5 Particular areas in the airport where miscommunications tend to occur more frequently.

Figure below shows the most particular areas in the airport where miscommunications tend to occur
more frequently. Majority of the respondents which is 12 (41.4%) agreed that the security area is the
most common place miscommunications can occur. Next, 9 (31%) agreed that the check in counter is
the most common place that misunderstandings can occur. While 4 (13.8%) agreed that
miscommunications can also occur at the immigration counter. Finally, 1 (3.4%) agreed that
miscommunication can also happens at the info desk, boarding counter, and the information counter.

Areas within the airport where miscom-

munication tends to occur more frequently
5; 17%

9; 31%
Check-in
2; 7% Security
Boarding
information counter
1; 3%
Immigration

12; 41%

Figure 4. 4 – Areas within the airport where miscommunication tends to occur more
frequently
4.2.6 How can airport personnel be trained or educated.

Figure below shows the survey on how airport personnel can be trained or educated to assist the
foreign tourists. Majority of the respondents which is 10 (33.3%) mentioned that the personnel should
get the language training provided by the employers. Next, 8 respondents (26.7%) mentioned that the
employers should gives cultural awareness training to their employees. Next, 7 (23.3%) stated that the
airport personnel should get a customer service training. Finally, 5 (16.7%) stated that the personnel
can at least has access to all the information and resources to assist them to communicate with the
foreign tourists.

methods on understand and accommodate the

needs of non-nati ve English speaker
Language Training Cultural Awareness Training
Customer Service Training Accessible Information andResources

17%

33%

23%

27%

Figure 4. 5 – Methods on understand and accommodate the needs of non-native English

speaker
4.2.7 How does language proficiency affect the level of miscommunication.

Figure below shows how does language proficiency affect the level of miscommunication between
airport personnel and non-native English speaker tourists. 15 respondents (50%) agreed that language
proficiency can significantly reduce miscommunication between airport personnel and non-native
English speaker tourists by enabling clear and accurate communication. While 7 (23.3%) agreed that a
lack of language proficiency can increase the level of miscommunication and lead to
misunderstandings between airport personnel and non-native English speaker tourists. Next, 5
(16.7%) stated that effective communication and understanding depend on the language proficiency of
both parties, and the level of miscommunication can vary depending on the proficiency of each.
Finally, 3 respondents (10%) agreed that while language proficiency is an important factor in reducing
miscommunication between airport personnel and non-native English speaker tourists, cultural
differences and other factors can also impact effective communication.

Language proficiency affect the level of

miscommunication
Language proficiency can signifi-
cantly reduce miscommunication
3; 10% A lack of language proficiency can
increase the level of miscommu-
nication
5; 17% Effective communication and
15; 50% understanding depend on the
language proficiency
language proficiency is an impor-
tant factor in reducing miscom-
7; 23% munication

Figure 4. 6 – Language proficiency affect the level of miscommunication

4.2.8 Are there any specific cultural factors that contribute to miscommunication in this context?

Figure below shows the answer of the respondents regarding the specific cultural factors that
contribute to miscommunication. 11 respondents (36.7%) strongly agreed that cultural factors such as
differences in communication styles, indirect language, and use of non-verbal cues can contribute to
miscommunication between airport personnel and non-native English speaker tourists. Next, 9
respondents (30%) stated that maybe it depends on the specific airport and the cultural background of
the airport personnel and the tourists. While 5 (16.7%) strongly disagree that miscommunication at
the airport is caused by the cultural factors. It is more likely to be caused by language barriers rather
than cultural factors. Finally, 5 (16.7%) stated that it is difficult to generalize as there are many
cultures.

Specifi c cultural factors that contribute to

miscommunication
17%

37%

17%

30%

Yes, cultural factors such as differences in communication styles, indirect and use of non-verbal cues
Maybe, it depends on the specific airport and the cultural backgrounds of the airport personnel and tourists
No, it Is more likely to be caused by language barriers rather than cultural factors
It is possible, but it is difficult to generalize as there are many cultures

Figure 4. 7 – Specific cultural factors that contribute to miscommunication

4.2.9 How do cultural differences in communication styles contribute to miscommunication.

Figure below shows the results on how cultural differences in communication styles contribute to
miscommunication. Majority of the respondents 10 (33.3%) agreed that non-native English speakers
may use indirect language, which can be interpreted as hesitation or lack of confidence by airport
personnel. Next, 7 (23.3%) stated that tourists may come from cultures where facial expressions and
body language are important in communication, whereas airport personnel may rely solely on verbal
communication. While the same number of respondents 7 (23.3%) agreed that lack of awareness or
understanding of cultural differences in communication styles can result in assumptions and
stereotypes, leading to misinterpretation of intentions and actions. Finally, 6 respondents (20%) stated
that different cultural norms for politeness and directness may lead to misunderstandings or
confusion.

Cultural differences in communication styles

contribute to miscommunication
7
10

Non-native English speakers may use indirect language

Tourists may come from cultures where facial expressions and body language are important in communication
Different cultural norms for politeness and directness may lead to misunderstandings or confusion
Lack of awareness or understanding of cultural differences

Figure 4. 8 – Cultural differences in communication styles contribute to miscommunication

4.2.10 Approaches or techniques that are currently being employed to alleviate language obstacles.

Figure below shows the results on the approaches or techniques that are currently being employed to
alleviate language obstacles. There are 3 most common answers from the respondents for these
questions which are 8 respondents (26.7%) who answered the language training programs, 8
respondents (26.7%) answered multilingual staff hiring and 8 respondents (26.7%) answered language
apps or devices. Finally, only 6 respondents (20%) who answered the translation services.

Approaches or techniques are currently being employed

to alleviate language obstacles

8; 27%
8; 27%

6; 20%
8; 27%

Language Training Programs Multilingual Staff Hiring

Translation Services Language Apps or Devices

Figure 4. 9 – Approaches or techniques are currently being employed to alleviate language

obstacles
4.2.11 Existing technologies or tools that can be implemented to aid in communication.

Figure below shows the results of the question regarding of the existing technologies or tools that can
be implemented to aid in communication. Majority of the respondents 21 (72.4%) strongly agree that
there is no existing technology that can help to minimize the miscommunication between airport
personnel and the non-native English speaker tourists. While the other 9 respondents answered yes but
in different opinion which are 2 respondent answered there are translation technology such as
headphones to translate the language spoken by the person, 1 respondent answered there are
multilingual information displays to aid in the communication between personnel and the tourists, 1
respondent answered there are language device which can help to translate the information given by
the personnel, 1 respondent answered there are translation apps that are currently being used, 2
respondent answered there are voice translator applications and finally, 2 respondents answered
cannot clarify.

yes,
9,
30%
-
trans
la-
Are there any existi ng technologies or tools
tion
-mul-
that can be implemented to aid in commu-
ti-
nicati on
ilin-
gual
in-
for-
ma-
tion
de-
splay
-
lan-
guag
e de-
vice
- no;
trasn 21;
la- 70%
tion
app
-
voice
trans
lator
apps no yes

Figure 4. 10 – Are there any existing technologies or tools that can be implemented to aid in
communication
4.2.12 Recommendations or strategies to suggest minimizing miscommunication.
Figure below shows the answer for the recommendations or strategies to suggest minimizing
miscommunication. Majority of the respondents (36.7%) answered employers can try utilizing visual
communication aids. Next (33.3%) of the respondents answered they should implement multilingual
chatbots around the airport area. While (20%) of the respondents suggested to offer a basic language
phrase cards to their staff. Finally, (10%) of the respondents suggested that airport personnel should
attend cultural awareness training programs.

Recommendati ons or strategies do you

suggest to minimize miscommunication
3
6

10

11

Offering Basic Language PhraseCards Utilizing Visual Communication Aids

Implementing Multilingual Chatbots Providing Cultural Awareness Training

Figure 4. 11 – Recommendations or strategies do you suggest to minimize miscommunication

4.3 Discussion

4.3.1 Common misunderstanding that arise between airport personnel and non-native English
speaker tourists.

Based on Figure 4.1, 53.3% of the respondents select Misunderstanding of directions or

instructions as the most common misunderstandings that arise between airport personnel and
non-native English speaker tourists. This is probably Due to language barriers which Non-
native English speakers may not have a strong command of the English language, thus
making directions or instructions given by airport personnel may not be understood.
Similarly, airport personnel may not be proficient in the tourists' native language, which
further compounds the communication challenge. These findings are similar to the Shanka,
T., Levintova, J., & Yeoh, W. (2017). Enhancing Airport Passenger Experience: Insights
from Non-English Speaking Passengers. Journal of Air Transport Management, 58, 99-107.

4.3.3 Most potential consequences or negative effects of miscommunication

Based on Figure 4.2, 43% of the respondents chose Flight delays or cancellations as the most
potential consequences or negative effects of miscommunication between airport personnel
and non-native English speaker tourists. This is probably Due to miscommunication
regarding the departure time or gate changes that could lead to confusion over flight
schedules, gate changes, and boarding procedures. Non-native English speaker tourists may
arrive late or miss their flights. This can result in delays or even cancellations if there are no
available alternative flights. These findings are similar to study by Gibson et al. (2018) titled
"Language barriers and airline travel: An analysis of Traveller discourses".

4.3.4 How do miscommunications impact the overall travel experience for tourists.
Based on Figure 4.3, delayed or missed flights and wrong information are selected as the
most impact toward travel experience when miscommunications occur. Both impacts reach
46.6% in total of the respondents chose. This is because when miscommunications happen
non-native English travellers could easily misunderstand and gain the wrong information that
will cause flight delays and missed flight. These findings are similar to study titled
"Communication issues affecting foreign passengers' satisfaction and airport service quality,"
Kim and Moreno (2018).

4.3.5 Particular areas in the airport where miscommunications tend to occur more frequently.
Based on Figure 4.4, security area in the airport is where miscommunication tends to occur
more frequently with a total of 41.4% from the respondents. This is because language barrier
where security procedures often involve specific instructions and protocols that need to be
communicated clearly to ensure compliance. Non-native English speaker tourists may
struggle to understand complex security-related terms or instructions, increasing the
likelihood of miscommunication. In conclusion, the security area is a complex environment
with various factors that can contribute to miscommunication. It is important to improve
communication strategies and training for both travellers and security officers to reduce the
likelihood of miscommunication.

4.3.6 How can airport personnel be trained or educated.

Based on Figure 4.5, language training has been recommended by 41.4% from the
respondents to better understand and accommodate the needs of non-native English speaker
tourists. This is because language training can help Improved Communication Skills and
Vocabulary Expansion which They can learn techniques for using clear and concise
language, simplifying complex concepts, and employing appropriate non-verbal
communication. These findings are similar to Huang, R., & Wang, D. (2017).
Communicating with non-native English-speaking tourists: Tourism service personnel's
perceived communication barriers and communication strategies. Journal of Vacation
Marketing, 23(1), 25-35.

4.2.7 How does language proficiency affect the level of miscommunication.

Based on Figure 4.6, 50% from the respondents agree that Language proficiency can
significantly reduce miscommunications between airport personnel and non-native English
speaker tourists by enabling clear and accurate communication. This is because Language
proficiency can help airport personnel with strong language proficiency can articulate
complex instructions clearly and accurately. They can effectively convey security procedures,
boarding information, gate changes, and other important instructions without ambiguity. This
clarity helps non-native English speakers fully comprehend the information and reduces the
chances of misinterpretation. These findings are similar to (ICAO, 2010)
4.2.8 Are there any specific cultural factors that contribute to miscommunication in this
context?
Based on Figure 4.7, 36.7% from the respondents agree that cultural factors such as
differences in communication styles, indirect language, and use of non-verbal cues can
contribute to miscommunication between airport personnel and non-native English speaker
tourists. One of the reasons is because different cultures have distinct communication styles,
which can influence the way people express themselves and interpret messages. Direct
communication styles, commonly found in some Western cultures, involve clear and
straightforward language. In contrast, indirect communication styles, prevalent in many
Eastern cultures, involve subtle hints, politeness, and avoiding direct confrontation. When
airport personnel and non-native English speaker tourists come from different communication
backgrounds, they may misinterpret each other's intentions or messages, leading to
miscommunication. These findings are similar to Chen, Y. (2017). Cross-cultural
communication shifts in airport service settings. Journal of Air Transport Management, 62,
117-122.

4.2.9 How do cultural differences in communication styles contribute to miscommunication.

Based on Figure 4.8, 33.3% from the respondents chose that non-native English speakers may
use indirect language, which can be interpreted as hesitation or lack of confidence by airport
personnel. How it can happen is in some cultures, indirect language or expressions are
considered polite and respectful. Non-native English speakers may use such language to
convey their needs, questions, or concerns. However, airport personnel who are not familiar
with these cultural norms may interpret the indirect language as hesitation or uncertainty.
This misinterpretation can lead to misunderstandings and a breakdown in communication.
These findings are similar to (Lee & Morrison, 2017)

4.2.10 Approaches or techniques that are currently being employed to alleviate language
obstacles.

Based on Figure 4.9, three option which is Language Training Programs, Multilingual Staff
Hiring, and Language Apps or Devices had the highest chosen percentage which is 26.7%
each. Each option was favour in solving language obstacles between airport staff and visitors
who do not speak English as their first language. Firstly, Multilingual staff hiring ensures that
visitors have direct access to personnel who can communicate with them in their native
language, thereby providing personalized assistance and support. Secondly, Language
training programs enable airport staff to communicate effectively in languages commonly
spoken by visitors, enhancing their ability to provide accurate information, address concerns,
and offer a more welcoming experience. lastly, Language apps or devices act as a practical
and immediate solution for overcoming language barriers, enabling quick translations and
facilitating basic interactions. These findings are similar to the findings of Loo, M. T., &
Ariff, M. S. M. (2011). Language and service encounters: perceptions of non-English
speaking inbound tourists in airports. Journal of Vacation Marketing, 17(2), 127-138.

Pena, L. M., Traynor, M., Jones, C. M., & Ortiz, K. (2017). Impact of language assistance
devices on communication and outcomes in medical and pharmacy encounters. Journal of the
American Pharmacists Association, 57(6), 706-712.

4.2.11 Existing technologies or tools that can be implemented to aid in communication.

Based on Figure 4.10, 72.4% from the respondents agree that there is no existing
technologies or tools that can be implemented to aid in communication between airport
personnel and non-native English speaker tourists. This probably because of airport in
Malaysia does not have the technologies yet to help and improve the miscommunication that
is happen around it.

4.2.12 Recommendations or strategies to suggest minimizing miscommunication.

Based on Figure 4.11, 36.7% from the respondents suggest that there Utilizing Visual
Communication Aids to minimize miscommunication between airport personnel and non-
native English speaker tourists in the future. This is because Visual aids such as signs,
symbols, icons, and pictograms can transcend language barriers. They provide visual
representations that can be universally understood, regardless of language proficiency. By
incorporating visual cues, airports can convey important information, directions, warnings,
and instructions in a clear and easily comprehensible manner. These findings are similar to
the of Adegbola, S. (2020). Impact of visual communication on passenger experience in
airports. Journal of Air Transport Management, 87, 101846.

4.4 Conclusion

In a nutshell, the language barrier is a significant factor contributing to miscommunication

between airport personnel and non-native English speaker tourists. Due to the language
barrier, non-native English speakers may struggle, and misconception may result in
misunderstandings, delays, and even unfavourable outcomes like flight delays or
cancellations. Airports can take steps to reduce language barriers and enhance general
communication between workers and non-native English speakers by hiring of multilingual
staff, implementing language training programs, utilizing visual communication aids, or
exploring the use of technology such as language translation apps or devices. By addressing
the language barrier and enhancing communication, airports can create a more efficient,
inclusive, and satisfying experience for non-native English speaker tourists, ultimately
improving customer service and reducing the potential negative consequences of
miscommunication.