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COURSE TITLE : Hospitality and Tourism Management in Thailand
Faculty / Program : Hospitality and Tourism Management
NUMBER OF CREDITS : 3 (2-2-5) credits
DURATION : July 13 – August 7, 2009
COURSE CO-ORDINATORS : Asst.Prof. Montakan Lancaster
Dhurakij Pundit University
: Assoc.Prof. Chanan Vongvipak
The first part of this course will begin by introducing themes relevant to the trends of Thai Hotel
industry. It will provide concept of Thainess in the hospitality industry, the special characteristics that
make Thai hospitality world renown. Topics of health and wellness service, service quality management,
hotel distribution management, as well as the management of crisis will be included. Subsequently, given
the worldwide identity of Thai cuisine, the course will outline the continued potential of Thailand’s culinary
heritage to the world’s hospitality industry.
The second part of the course will cover the role of tourism in economy and society from political-
economic approach and functional approach; dimensions of tourism in Southeast Asia and Thailand;
discourse on cultural heritage management and tourism.
COURSE OBJECTIVES :
After completion of this course students should be acquainted with
1. Modern hotel and restaurant management practices
2. Thai cuisine, from typical ingredients through to signature dishes
3. Reasons for the growth of the tourism industry in Thailand
4. Factors explaining the prestigious appeal of Thailand as a global destination
5. Sustainable and community-based tourism management practices in Thailand
LECTURES AND EDUCATIONAL ACTIVITIES
Methods of delivery include lectures, demonstrations, cookery classes, group activities, fieldtrips, reports
Lecturers’ hand-outs and recommended materials
Class attendance & participation 20 %
Examination & Project presentation 30 %
Assignment 25 %
Field Report 25 %
Total 100 %
Students are required to attend at least 80% of classes.
July 13 - AUGUST 7, 2009
Week Topics Lecturer Room
Monday CHE TBA
13 July 2009 • Overall group orientation by CHE
14 July 2009 • Orientation on DPU campus Assoc.Prof. Dr Tatree TBA
• An overview of the Thai hospitality industry Asst.Prof. Nongnuj TBA
10.00-12.00 - Components Sritanaanant
- Historical development
- Industry size & figures
- Hotel classification
- Hotel standard
- Situation & Trends
• Thainess in the Hospitality Dr. Aswin Saengpikul TBA
13.00-14.30 - Background
- Introduction of Thainess to the
- Key elements of Thainess in the
- Thainess and marketing implications
- Sharing and learning experience of
Thainess among UMAP participants
Wednesday - Service Quality Management Ms.Daosook (Trip to
15 July 2009 ( Industry Speaker) Boonyasarn Grand
08.30-14.30 to accompany Hyatt or
Thursday • Management of Hotel Distribution Channels Asst.Prof. Montakan TBA
16 July 2009 - Hotel distribution channels Lancaster
08.30-11.30 - Factor effecting distribution channels
- Distribution channels evaluation methods
- Trends and issues relating to hotel distribution
• Health and Wellness Service Mr.Tirasak TBA
10.30-12.00 Management Termsubsarn
- Introduction to Health and Wellness Industry
- Classification and Important of Services
- Emotional Experiences and Customer
- Products and People=Services
- Case Study / Chivasom
Friday • Crisis Management in Hospitality Dr. Kom Campiranon TBA
17 July 2009 - Introduction to crisis management
10.30-11.30 in the hospitality Industry
- Crisis that affect the hospitality industry
- Crisis vulnerability in the hospitality
- Crisis management model
- Crisis management strategies in the
Monday Food and Culture Mr. Rachadej Suksin TBA
20 July 2009 - The Thai kitchen in the past and the present and Team
08.30-11.30 - The Royal Palace-The origin of typical
11.30-13.00 Thai dishes
- Thai rice – sustaining and shaping Thai Rice
- Characteristics of Thai people’ s Diet
- Thai cuisine-mastering the art of versatility
- Thai food and Thai superstitions
Tuesday • Thai Cuisine to the Global Market TBA TBA
21 July 2009 Visit to famous local food market
Wednesday • Thai cookery Mr. Wiboonsak Pigul DPU
22 July 2009 - Methods of cooking and Team Place
08.30-10.30 - Main ingredients for Thai food Lobby &
10.30-12.00 - Basic Thai Herbs & Spices Bar
- Thai Kitchen Utensils
- Famous Thai dishes (middle region)
• Thai food Preparation & Practical Classes
Practical Classes :
- Thai Grilled Chicken
- Fried Chicken with Basil Leaves
- Tom Yum Soup
- Som Tum Salad
Thursday • Alcoholic Beverage in Thailand Asst.Prof. Chonticha TBA
23 July 2009 - The importance of beverage service Bunnag
08.30-11.30 - Aperitifs : Wines
- Spirits : White / Colour
- Wine : Wine serving
Field Trip to a Beverage Company
24 July 2009 -
08.30-11.30 • Examination
• Student Project Presentation
Brief Course Outline
Hospitality and Tourism Management in Thailand
( Hospitality portion to be conducted at Dhurakij Pundit
July 13 – August 7, 2009 (25 Students)
Week1 Topic Lecturer Room
Monday 13 July Overall group orientation by CHE TBA
July 2009 - Orientation by DPU Assoc.Prof.Dr. Tatree TBA
10.00- - Overview of the Thai Asst.Prof. Nongnuj TBA
12.00 Hospitality Industry Sritanaanant
13.00 - - Thainess in the Hospitality Dr. Aswin TBA
14.30 Industry Saengpikul
Wednesday 15 Ms.Daosook (Trip to
July 2009 - Service Quality Management Boonyasarn Grand
08.30-14.30 (Industry Speaker) to accompany Hyatt or
Thursday 16 TBA
July 2009 - Management of Hotel Asst.Prof. Montakan
08.30-11.30 Distribution Channels Lancaster
13.00-14.30 - Health and Wellness Mr.Tirasak TBA
Service Management Termsubsarn
Friday 17 TBA
July 2009 - Crisis Management in Dr. Kom
08.30-11.30 Hospitality Campiranon
Week2 Topic Lecturer Room
Monday 20 July TBA
2009 - Food and Culture Mr. Rachadej
08.30-11.30 - Lunch – Kan Tok Style Suksin
11.30-13.00 and Team
Tuesday 21 TBA
July 2009 - Thai Cuisine to the Global TBA
13.00-15.00 Visit to famous food
Wednesday 22 TBA
July 2009 - Thai Cookery Mr. Wiboonsak Pigul
08.30-10.30 - Thai Cooking and Team
10.30-12.00 Demonstration and Practice
Thursday 23 TBA
July 2009 - Alcoholic Beverage in Asst.Prof. Chonticha
08.30-11.30 Thailand Bunnag
12.30–16.00 - Field Trip to a Beverage
Friday 24 TBA
July 2009 - Examination Project Committee
08.30-11.30 - Student Project
As of 18/02/2009
Tourism Management in Thailand 2009
Course Syllabus for Tourism Management in Thailand
Role of tourism in economic and society from Political-Economic approach and Functional
approach. Dimensions of tourism in Southeast Asia and Thailand. Discourse on cultural heritage
management and tourism.
Course Objective :
To intensify attendances for general knowledge about tourism and to help students to clarify benefits
and impacts of tourism.
International Tourism Course 2009 at Silpakorn University is an integrated designed for students
who require advanced training in tourism management with emphasis on cultural tourism. The program
provides students with not only observable experience, but also active involvement in applying the
knowledge into organizing and managing their own tours in Thailand. Lectures, class activities and field
trips are conducted and supervised by Silpakorn University academics who are experts in the fields of arts
and culture, history, anthropology, intercultural communication, etc. It is hoped that the program will
enhance better understanding of cultural tourism among students attending the course.
1. Tourism in Thailand
Inform the development of tourism since World War II. How and why tourism business get going
by conceptualizing tourism's place in development. Tourism impacts on economic, environment, society
and culture are focused.
2. Nostalgia and Tourism
Deal with tangible and intangible heritage and heritage management in global perspective and in the
context of Thailand. Public sectors and non-government organization's role in cultural heritage
management is emphasized. Discussion about the possible relationships between tourism and cultural
heritage management is the main discussion issue.
3. Tourism Marketing
Focuses more closely on the actual tourist component. Reviews the major market trends that have
influenced the tourism sector since World War II. Discusses the destination selection process undertaken
by potential tourists. Considers the importance of tourist market segmentation.
4. Thai culture and society
Examines the formation of Thai culture and society from Sukhothai period till present time. The
influence of ancient Indian civilization, ancient Khmer civilization, Chinese civilization and Western
civilization are the main topics of the study not to mention social and cultural change in the country
since colonization period to present.
5. Thailand's World Heritage sites and historical tourism.
Considers important heritage sites that attract tourists most especially historical parks e.g. Ayutthaya
historical parks. Why tourists aim to visit national historical heritages. What motivate international
tourism to intangible culture of Thailand.
6. Thai Way of Living and Cultural Tourism
Compare Great Tradition and Little Tradition. Festivals national wide, agricultural festivals,
traditional events Buddhist Ceremonies and invented traditions are examined. Ways to manage living
culture for tourism are directed.
7. Excursion to Grand palace Bangkok and excursion to Historical Park Ayutthaya All excursions are
field trips to stimulate trainees to understand the important role of cultural heritage in tourism.
8. Ecotourism and Cultural tourism.
Survey ecosystem and national parks. Discuss basic concepts of ecotourism and cultural tourism.
Different nature of ecotourism and cultural tourism is main issue of discussion. Answer the question how
to maintain ecotourism and cultural tourism to achieve sustainable management.
9. Home stay at Nakornsawan.
Aim to increase direct experiences about alternative tourism; home stay. Trainees participate all
activities after the host.
Academic Title:Associate Professor
Education: 1972 B.A. (Anthropology) Silpakorn University
1978 M.A. (Anthropology) Australian National University, Australia
Occupation: 1974-2004 Lecturer at Dept. of Anthropology Silpakorn University.
Experience: 1986 Research on Socio-economic of a village in mangrove
1988-1992 Research on Thai traditional textiles
2003 Research on Urban Tourism
Publications: 1977 Community Study of Sukhothai Province.
1991 Thai Lüe Textiles
1998 Urban Anthropology: Our Neighbors, A Study of A Social
Organization of Busarin Village. Bang Bua Thong.
2000 Local Thai Wisdoms
2004 Tourism in Bangkok
2006 Cultural Tourism
2008 “Leaving on the Jet Plane : Cultural Tourism across Southeast
Academic Title: Associate Professor
HOME ADDRESS: 71/4 Soi Nonthaburi 14, Nonthaburi I Rd.
Nonthaburi 11000, THAILAND
MOBILE PHONE: 66+81+832+1132
OFFICE: Department of Western Languages
Faculty of Archaeology
Na Phra Larn Rd.
Bangkok 10200, THAILAND
DATE OF BIRTH: November 22, 1947
MARITAL STATUS: Single
Year Institution Field of Studies Degree/Certificate
1985-198 Monash University Linguistics Ph.D.
9 Victoria, Australia
1978 SEAMEO Regional Linguistic Analysis Certificate
1971-197 Indiana University Teaching English as M.S. ((in Ed.)
2 Indiana, Bloomington, a Second
Indiana, USA Language
1964-196 Chulalongkorn University English B. Ed.
8 Bangkok, Thailand
June 1973 - Present Department of Western Languages
Faculty of Archaeology, Silpakorn University
Na Phra Larn Rd.
Bangkok 10200, THAILAND
May 1968 – RajamanglaUniversity of Technology Isan
June 1973 744 Suranarai Rd.
Nakhon Ratchasima 30000
1996- Present Member, Academic Committee, Faculty of Archaeology, Silpakorn
1990-1992 Member, National Co-ordinating Board for SEAMEO Regional
1990 Member, Board of the Thai-Australian Studies Program (TASP)
1977-1981 Head, Department of Western Languages, Faculty of Archaeology,
1980-1981 Chair, Working Group for the Development of Foreign Language
Instructional Materials, Silpakorn University
1975-1979 Secretary, Faculty Board, Faculty of Archaeology, Silpakorn
1984-Present Associate Professor
1979-1984 Assistant Professor
1985-1989 The Australian Government Scholarship
1979 The Australian Government Scholarship
1978 SEAMEO Regional Language Centre, Singapore
1971-1972 Thai-American Educational Foundation (Fulbright)
Delta Kappa Gamma World Fellowship
Thai Ties: Social customs and cultural traits that tie all Thais together, 2006, Bangkok:
“Native English Speaking Instructors: A Key Element in the Quality Assurance of English
Learning and Teaching in the State Higher Education Institutions”, 2004, Silpakorn
University Research and Development Institute Fund.
“Intercultural Communication in the Thai Social Context: Strategies and Variation
Patterns”,1999, Silpakorn University Research and Development Institute Fund.
Academic Title: Associate Professor
Department of Archaeology 49/132 Sanambinnam Road
Silpakorn University Bangkraso, Muang District
Na Pra Lan Road Nonthaburi 11000
Bangkok 10200, Thailand Thailand
Phone: (66-2) 224-7684 Phone: (66-2) 968-2207
Fax: (66-2) 226-5355 Fax: (66-2) 527-1272
E-mail: firstname.lastname@example.org E-mail: email@example.com
2001 Ph.D. (Anthropology), Washington State University, Pullman, USA
1997 M.A. (Anthropology), Washington State University, Pullman, USA
1985 B.A. (with Honor) (Archaeology), Silpakorn University, Bangkok, Thailand
Associate Professor, Department of Archaeology, Silpakorn University, Bangkok
Assistant Professor, Department of Archaeology, Silpakorn University, Bangkok
• Lecturer, Department of Archaeology, Silpakorn University, Bangkok (1995-2003)
• Cultural Officer, Office of National Culture Commission, Bangkok (1993-1995)
• Archaeologist, Center for Southern Thailand Studies, Prince of Songkla University,
• Archaeologist, Division of Archaeology, Fine Arts Department, Bangkok (1985-1986)
Cultural Resource Management, Archaeological Method and Theory, Human Evolution, Ceramic Analysis,
Lithic Analysis, Early Complex Societies; Thailand and Southeast Asia
History of Archaeological Thought and Theory
Cultural Resources Management
English Readings in Archaeology
Dr. M.R. Suriyavudh Sukhasvasti
Academic Title: Professor
Education: - Diplome d'Etudes Approfondies en Etudes Indiennes (Historie et Archaeologie)
(Mention Tres Bien), Universite de Paris III (Sorbonne-Nouvelle), Paris, France
- Doctorat de 3e cycle en Etudes Indiennes (Historie et Archaeologie)
(Mention Tres Bien), Universite de Paris III (Sorbonne-Nouvelle), Paris, France
Experience: - Ancient Capitals of Thailand (Bangkok : River Books, 1995)
Academic Title: Lecturer
Birthday: September 17, 1971
Education: 2539-2541 Roetampton Institute London, Univeristy of Luke - UK
M.A. in Sociology and Anthropology of Travel and Tourism
2533-2536 Silpakorn University
- Bachelor of Art in History of Art
Experience: 2550- Department of Tourism Management, Faculty of Management
Science, Silpakorn University
2549 International College - Rajapat Suansunanta University
- Visiting Lecturer
2546-2549 New Hampshire Insurance
- Secretary to Senior Vice President
2545-2546 Rose Garden Aprime Resort
- Business Development Manager
2542-2545 Department of Hospitality Management, Faculty of Liberal Arts, Sripatum
Mr. Rheut Nakchuen
Academic Title: Lecturer
My name is Rheut Nakchuen I’m currently a freelance tourist guide. For high school I had graduated from
Suankularb wittayalai school and for University I had graduated from Silpakorn university faculty of
archaeology, major in archaeology and minor in art history. Now I’m working in the field of travel business
and had got a tourist guide licence from T.A.T by 17 march 2008.
- Freelance Archaeologist, Surasak company; sakaeo — 2006
worked on an excavation site at sadok kok thom sanctuary as a freelance archaeologist.
- Operation assistant, Petra travel; bangkok — 2007
worked on the tour operation system for the Petra travel company that involved Developed of tour
program, Co-ordinate with travel suppliers such as hotels, tour operators, and travel agencies, Booking
process and sales volumes.
- Guide assistant, University mobility in asia and pacific project (Umap);bangkok - 2007
worked as an assistant tour guide of the UMAP project.
- Assistant tour guide, thaicraft company; bangkok — 2008
worked as an assistant tour guide on a cultural tour to the northern part of Thailand, which included
Nan Lampang and Chaingmai.
- Student coordinator and tour Guide , University mobility in asia and pacific project
(Umap);bangkok - 2008
worked as a tour guide and a coordinator for international student of the UMAP project.
- Freelance tour guide, thaicraft company; bangkok — 2008
worked as a freelance tour guide on a cultural tour at Surin.
Bachelor of arts in archaeology, Faculty of archaeology, Silpakorn University. Graduated : March 5,2006
UMAP Project ’2009
Course Outline "Tourism Management" Hospitality and Tourism
Management in Thailand
Faculty of Archaeology, Silpakorn University,
Date time Topics Lecturer Place
Mon. 27 09.00 - 12.00 Welcome to
July 09 a.m Silpakorn University
01.00 - 04.00 Service Psychology Lect Nusara R.
p.m. ure Winitchainan 3201-2
Tue. 28 09.00 - 12.00 Tourism in Assoc. Prof. R.
July 09 a.m Thailand: an on- Chanan 3201-2
going evolution Lect Vongvipak
01.00 - 04.00 The Thai Way of ure Assoc. Prof. R.
p.m. Living and cultural Pornpimol 3201-2
Wed. 29 09.00 - 12.00 Thailand’s World Lect Prof. Dr. R.
July 09 a.m. Heritage sites and ure M.R. 3201-2
historical tourism Suriyavudh
01.00 - 04.00 Excursion Grand Field Prof. Dr. R.
p.m. Palace Wat Phra Stud M.R. 3201-2
Kaeo y Suriyavudh
Thu. 30 09.00 - 12.00 Nostalgia and Assoc. Prof. R.
July 09 a.m. Tourism Dr. Thanik 3201-2
01.00 - 04.00 Culture & Thai Lect Lertcharnrit
p.m. Society ure Assoc. Prof. R.
Fri. 31 07.00 Excursion (e.g. Field Rheut Ayutth
July 09 a.m.-06.00 cruise) Stud Nakchuen aya
p.m. Ayutthaya Province y Provinc
Mon. 3 09.00-12.00 - Natural and eco- Lect Assoc. Prof. R.
Aug. 09 a.m. tourism ure Chanan 3201-2
- Cultural Tourism Vongvipak
- Home-stay & Varapon
Tue. 4- 06.30 a.m. Home-stay Field Assoc. Prof. Nakorn
Thur. 6 Nakornsawan Stud Chanan sawan
Aug. 09 Province y Vongvipak Provinc
Fri. 7 09.00-12.00 Tourism Marketing Lect Sasithorn R.
Aug.09 a.m. ure Rujirawisit 3201-2
01.00-04.00 Report/Presentation Assoc. Prof. R.
p.m. Exam. Chanan 3201-2
Note: Evaluation 1. Assignment (25 marks) 2. Field
Report (25 marks)