Social Innovation: The Way for Promoting English Language Learning to Enhance Community-Based Tourism to Global

This study examined the application of social innovation to promote English language acquisition within the context of community-based tourism development in Ban Wai Subdistrict, Lom Sak District, Phetchabun Province. The study aimed to provide English learning materials customized to local needs and tourism opportunities through stakeholder participation. The study employed a needs analysis framework and a six-step social innovation process, which encompasses inspiration, idea generation, prototyping, sustainability, scaling, and systemic change to identify significant communication challenges encountered by local tourism stakeholders, including restricted vocabulary and insufficient confidence in English proficiency. A prototype collection of English learning resources was created, encompassing subjects such as descriptions of tourist attractions, routing, local cuisine, traditions, local products, and accommodation. The research findings indicated that collaborative innovation not only improves English proficiency but also aids in sustainable tourism development. This model can provide a basis for establishing practical learning centers and integrating curricula to enhance local tourist capacity development. This method enables communities to pursue independent English learning and to enhance their competitiveness within the international tourism market. Highlights The appropriate means to enhance Community-Based Tourism internationally through social innovation The guidelines for developing the potential of Local entrepreneurs through social innovation The English learning material for Community-Based Tourism