Impacto del servicio al cliente bilingüe en la satisfacción de turista extranjeros en Panamá

Abstract

In the context of the increasing influx of international tourists to Panama, language barriers have been identified that hinder customer service in tourism establishments, negatively affecting both service quality and the visitor experience. The general objective of this study is to analyze the impact of bilingualism on customer service and communication with foreign visitors in Panama. This research, based on a qualitative approach, documentary design, and descriptive level, falls within the “Education and Society” research line of the Universidad Metropolitana de Educación, Ciancia y Tecnología (UMECIT). The unit of analysis is composed of customer service staff working in hotels, restaurants, and travel agencies in Panama City. Data collection was carried out through documentary analysis of academic and statistical sources, including the English Proficiency Index (Education First, 2018), which ranked Panama 58th out of 98 evaluated countries, highlighting the nation’s low level of English proficiency. This finding, combined with qualitative content analysis, revealed a direct correlation between bilingual customer service and tourist satisfaction. It is concluded that language barriers primarily affect reservation processes and problem resolution, while service provided in English or the visitor’s native language significantly enhances their perception of service quality. Therefore, it is proposed to implement language training programs focused on technical and operational English, especially during peak tourist seasons, and to establish partnerships between tourism institutions and language education centers. These strategies are considered essential for enhancing the competitiveness of Panama’s tourism sector.

Keywords

Bilingüismo

Atención al Cliente

Turismo

Barreras Lingüísticas

Panamá

Bilingualism

Customer Service

Tourism

Language Barriers

Panama

References

Goethals, P. (2014). La acomodación lingüística en contextos profesionales turísticos: un enfoque didáctico basado en los testimonios de turistas. IBÉRICA, 23.

Hernández Sampieri, R., Fernández Collado, C., & Baptista Lucio, M. (2014). Metodología de la investigación (6.ª ed.). McGraw-Hill.

Hernández, Katiuska. (24 de 08 de 2024). Aumenta en 4.2% la visita de turistas europeos a Panamá en cinco meses. Obtenido de La Prensa: https://www.prensa.com/economia/aumenta-en-42-la-visita-de-turistas-europeos-a-panama-en-cinco-meses/'>https://www.prensa.com/economia/aumenta-en-42-la-visita-de-turistas-europeos-a-panama-en-cinco-meses/

Katiuska, H. (24 de 08 de 2024). Aumenta en 4.2% la visita de turistas europeos a Panamá en cinco meses. Obtenido de La prensa: https://www.prensa.com/economia/aumenta-en-42-la-visita-de-turistas-europeos-a-panama-en-cinco-meses/'>https://www.prensa.com/economia/aumenta-en-42-la-visita-de-turistas-europeos-a-panama-en-cinco-meses/

Organización Internacional del Trabajo (OIT) & Instituto Nacional de Formación Profesional y Capacitación para el Desarrollo Humano
(INADEH). (2023). Caracterización del sector turístico en Panamá. https://www.oitcinterfor.org/sites/default/files/file_publicacion/informeTurismo_Panama_CinterforInadeh2023.pdf

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