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Thailand <ul><li>What is Thailand? </li></ul><ul><li>-  Tai  ( ไท ) = “ freedom ” in Thai language  </li></ul><ul><li>Thai...
Thailand  Brief Introduction <ul><li>Language:  Thai </li></ul><ul><li>Area:  5.1 hundred thousand km2(50) </li></ul><ul><...
Position of Thailand Southeast Asia
A Brief Intro of  Thailand History 10,000  years ago  I nhabitant  human Thailand called  Siam  1932 1768 First united as ...
Thailand official  contact with the West    1826  First  treaty  with  western world (with UK) F irst started  diplomatic ...
A Chronology of  modern Thailand Absolute  m onarchy turned into  constitution monarchy +  military rule started NOW 1932 ...
Modernization Mongkut or Rama IV  R.1851-1868 <ul><li>The first king realize Siam  </li></ul><ul><li>-  Contact with the w...
Coup d‘etat  , Military Rule and  the WWII
Coup d'etat, Military Rule  and the WWII  1945 1939 A government  was set up (half civilian half military)  Constitution m...
Post WWII and  the End of  Military Rule
Post WWII and  the End of  Military Rule  1973 Bhumibol Adulyadej or Rama IX  was throne  student protested   ↓ Bloodbath ...
student protested  (guise of monks) ↓ Bloodbath general election  was allowed ↓ democratize Thailand military government  ...
Implication of  Thailand History on Hospitality <ul><li>∵  Long History  :   </li></ul><ul><li>- Heritage Tour   </li></ul...
Thailand Culture and its influence on Hospitality <ul><li>“ Large Power Distance” with hierarchy   </li></ul><ul><li>-  ∵ ...
Thailand Culture and its influence on Hospitality <ul><li>“ High-context” language </li></ul><ul><li>- context  >   words ...
Thailand Culture and  its influence on Hospitality <ul><li>“ Masculinity” society </li></ul><ul><li>-  Women are discrimin...
Customs & Habits <ul><li>Address people by first name   </li></ul><ul><li>- induce confusion when checking in western gues...
Greeting and Body Gesture <ul><li>Greeting </li></ul><ul><li>Male : sawadee krap  </li></ul><ul><li>Female: sawadee ka  </...
Greeting and Body Gesture <ul><li>When entering a person’s home </li></ul><ul><li>Remove shoes  </li></ul><ul><li>In templ...
Traditions & Festival <ul><li>Hindu ceremony  </li></ul><ul><li>- birth, marriage, funeral </li></ul><ul><li>Thai New Year...
R eligion - Buddhism 95%  How many people  professes to be  Theravada Buddha ?
R eligion - Buddhism <ul><li>Effects : </li></ul><ul><li>D etached view of life </li></ul><ul><li>-  less focus on details...
R eligion - Buddhism <ul><li>Believe in Karma & reincarnation </li></ul><ul><li>- lack initiative/motivation </li></ul><ul...
R eligion - Buddhism <ul><li>Every young man must be a  monk  for a short period of time </li></ul><ul><li>**  some teachi...
Food <ul><li>Rice (kow) </li></ul><ul><li>Noodles (phat) </li></ul><ul><li>Fruit  </li></ul><ul><li>Fresh Juices </li></ul>
<ul><li>Fresh Juices   Hot weather : hard to maintain hygiene quality Problem : </li></ul><ul><li>Generally light/pale in ...
Handicrafts & Artifacts <ul><li>Ceramics(pottery) </li></ul><ul><li>Lacquerware </li></ul><ul><li>Mother-of-pearl inlay </...
Art & Architect
Art & Architect <ul><li>Temple Art </li></ul><ul><li>- Sculpture, Paintings of Buddha image </li></ul><ul><li>Architecture...
Music <ul><li>Traditional classical Thai music </li></ul><ul><li>Chinese + Indonesian + Indian influences </li></ul><ul><l...
Attractions <ul><li>Bangkok </li></ul>
Attractions <ul><li>Chiang Mai </li></ul>
Attractions <ul><li>Pattaya </li></ul>
Sub-cultural and Trends <ul><li>Plastic surgery </li></ul><ul><li>Prostitution, Gender Bender & Transsexual </li></ul><ul>...
<ul><li>Chris Baker & Pasuk Phongpaichit (2009)  </li></ul><ul><li>A History of Thailand </li></ul><ul><li>Phil Macdonald ...
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  1. 1. Thailand <ul><li>What is Thailand? </li></ul><ul><li>- Tai ( ไท ) = “ freedom ” in Thai language </li></ul><ul><li>Thailand = “ the land of freedom ” </li></ul><ul><li>- The 'Land of Smiles ' </li></ul>
  2. 2. Thailand Brief Introduction <ul><li>Language: Thai </li></ul><ul><li>Area: 5.1 hundred thousand km2(50) </li></ul><ul><li>Population: 63.4million (21st) </li></ul><ul><li>GDP 2008: $547 billion </li></ul><ul><li>Religion: Theravada Buddhism </li></ul><ul><li>Currency: Baht ( ฿ ) (THB) </li></ul><ul><li>Capital: Bangkok </li></ul><ul><li>Government: </li></ul><ul><li>Parliamentary democracy and Constitutional monarchy </li></ul>The flag : The Emblem :
  3. 3. Position of Thailand Southeast Asia
  4. 4. A Brief Intro of Thailand History 10,000 years ago I nhabitant human Thailand called Siam 1932 1768 First united as one Kingdom Ayutthaya period : consist of 5 dynasties 1900s 1890s B order was drawn
  5. 5. Thailand official contact with the West  1826 First treaty with western world (with UK) F irst started diplomatic relationship with US 1995 1909 S igned The Anglo-Siamese Treaty 1945 1939 1833 F irst called as Thailand + Diplomatic relationship with US was ceased Diplomatic relationship between US was picked up Joined the United Nations 1946 Accession to World Trade Organization
  6. 6. A Chronology of modern Thailand Absolute m onarchy turned into constitution monarchy + military rule started NOW 1932 1973 Was ruled by absolute monarch y Democracy replaced military rule Democracy along constitution monarchy
  7. 7. Modernization Mongkut or Rama IV R.1851-1868 <ul><li>The first king realize Siam </li></ul><ul><li>- Contact with the west </li></ul>Chulalongkorn or Rama V R.1868-1910 <ul><li>S et up civil service, roads, rails and hospitals. </li></ul><ul><li>1909 : Signed the Anglo-Siamese Treaty </li></ul><ul><li>1912 : First try to overthrow absolute monarchy made by the Thai military. </li></ul><ul><li>From than on the coup d'etat features 20th century of Thailand. </li></ul>
  8. 8. Coup d‘etat , Military Rule and the WWII
  9. 9. Coup d'etat, Military Rule and the WWII 1945 1939 A government was set up (half civilian half military) Constitution monarchy replaced Absolute monarchy World War II 1932 Democratically minded students + the help of military overthrew monarchy Allowed occupation of Japanese troops + Declared war on Allies
  10. 10. Post WWII and the End of Military Rule
  11. 11. Post WWII and the End of Military Rule 1973 Bhumibol Adulyadej or Rama IX was throne student protested ↓ Bloodbath (Thammasat University) The first democratic election was held 1946
  12. 12. student protested (guise of monks) ↓ Bloodbath general election was allowed ↓ democratize Thailand military government once again intervened 1991 Civilian rule was restarted 1992 General elections without military intervention was successfully held 1999 2007 New constitution was set up general election restored civilian government Unstable Democracy and Military interventions 1976 1988
  13. 13. Implication of Thailand History on Hospitality <ul><li>∵ Long History : </li></ul><ul><li>- Heritage Tour </li></ul><ul><li>- attract tourists who are educated </li></ul><ul><li>- more to spend </li></ul><ul><li>- more requirement on service </li></ul><ul><li>Endless Military Intervention, Bloody coup d’etat & protest </li></ul><ul><li>- tourists regard it as dangerous </li></ul><ul><li>- decrease in room reservation for a period of time after such events </li></ul><ul><li>- staff may not come to work during such events </li></ul><ul><li>- less investment from foreign brands </li></ul>
  14. 14. Thailand Culture and its influence on Hospitality <ul><li>“ Large Power Distance” with hierarchy </li></ul><ul><li>- ∵ A pyramid social system </li></ul><ul><li>limited communication (elementary managerial staff ) </li></ul><ul><li>- However , ∵ Buddhist teaching </li></ul><ul><li>People with higher rank are expected to show respect to lesser create a harmony working environment </li></ul>
  15. 15. Thailand Culture and its influence on Hospitality <ul><li>“ High-context” language </li></ul><ul><li>- context > words spoken important </li></ul><ul><li>- miscommunication ( foreign managers staff ) </li></ul>
  16. 16. Thailand Culture and its influence on Hospitality <ul><li>“ Masculinity” society </li></ul><ul><li>- Women are discriminated even women right were protected by constitution </li></ul><ul><li>- More men in managerial level </li></ul><ul><li>- Limited number of female staff </li></ul><ul><li>“ Collectivism” mindset </li></ul><ul><li>- More about the ‘group’ than ‘me’ </li></ul><ul><li>- Team spirit </li></ul>
  17. 17. Customs & Habits <ul><li>Address people by first name </li></ul><ul><li>- induce confusion when checking in western guest </li></ul><ul><li>Direct criticism is not encouraged </li></ul><ul><li>- X make other loss face </li></ul><ul><li>- low service quality control little improvement in service </li></ul><ul><li>Law </li></ul><ul><li>- Criticism of royal family and / or against the law damaging the king’s image </li></ul><ul><li>** difficult for foreign associates to understand & infringe law without notice </li></ul>
  18. 18. Greeting and Body Gesture <ul><li>Greeting </li></ul><ul><li>Male : sawadee krap </li></ul><ul><li>Female: sawadee ka </li></ul><ul><li>Traditional wai </li></ul><ul><li>Compeer People of higher rank </li></ul><ul><li>** an explicit way to show respect & break the ice </li></ul><ul><li>When sitting Keep feet on ground when Never point them at anything/anyone </li></ul>
  19. 19. Greeting and Body Gesture <ul><li>When entering a person’s home </li></ul><ul><li>Remove shoes </li></ul><ul><li>In temple </li></ul><ul><li>Remove shoes Keep feet away from Buddha image </li></ul><ul><li>Never Touch a person (children) on the head </li></ul><ul><li>** Foreign employee may offend locals unintentionally </li></ul>
  20. 20. Traditions & Festival <ul><li>Hindu ceremony </li></ul><ul><li>- birth, marriage, funeral </li></ul><ul><li>Thai New Year </li></ul><ul><li>Surin’s elephant </li></ul><ul><li>Phuket’s Vegetarian Festival </li></ul><ul><li>- young men pierce their cheeks with spears </li></ul><ul><li>Loy Krathong </li></ul><ul><li>- most tourist going to Thailand are attracted by </li></ul><ul><li>the Thai New Year </li></ul><ul><li>- leads to unbalanced hotel reservation distribution </li></ul>
  21. 21. R eligion - Buddhism 95% How many people professes to be Theravada Buddha ?
  22. 22. R eligion - Buddhism <ul><li>Effects : </li></ul><ul><li>D etached view of life </li></ul><ul><li>- less focus on details </li></ul><ul><li>L ack of judgmental attitudes </li></ul><ul><li>V alues respect, quietude, and subtleness </li></ul><ul><li>- facilitate team spirit </li></ul><ul><li>- harmonic working environment </li></ul>
  23. 23. R eligion - Buddhism <ul><li>Believe in Karma & reincarnation </li></ul><ul><li>- lack initiative/motivation </li></ul><ul><li>- n ot encourage killing living things </li></ul><ul><li>- a void extreme behaviors </li></ul><ul><li>- destroy desire is the only way to salvation </li></ul><ul><li>- $$ : little effect in motivating staff little boosting team morale </li></ul>
  24. 24. R eligion - Buddhism <ul><li>Every young man must be a monk for a short period of time </li></ul><ul><li>** some teaching from monastery may pose against capitalistic view in hospitality industry </li></ul>
  25. 25. Food <ul><li>Rice (kow) </li></ul><ul><li>Noodles (phat) </li></ul><ul><li>Fruit </li></ul><ul><li>Fresh Juices </li></ul>
  26. 26. <ul><li>Fresh Juices Hot weather : hard to maintain hygiene quality Problem : </li></ul><ul><li>Generally light/pale in taste </li></ul><ul><li>Tourist do not adapt Hotel : generate revenue from western style breakfast </li></ul><ul><li>Suit customers’ need </li></ul><ul><li>Avoided : </li></ul><ul><li>Buddhism </li></ul><ul><li>Dishes usually do not kept on display e.g. hanging ducks and chickens </li></ul>Food
  27. 27. Handicrafts & Artifacts <ul><li>Ceramics(pottery) </li></ul><ul><li>Lacquerware </li></ul><ul><li>Mother-of-pearl inlay </li></ul><ul><li>Nielloware </li></ul><ul><li>Woodcarving </li></ul><ul><li>Silk Weaving </li></ul>
  28. 28. Art & Architect
  29. 29. Art & Architect <ul><li>Temple Art </li></ul><ul><li>- Sculpture, Paintings of Buddha image </li></ul><ul><li>Architecture </li></ul><ul><li>- Wats, temples, places of worship </li></ul><ul><li>- Bots, spectacular building inside temple compound </li></ul><ul><li>- Wihan, sermon hall for monks and worshippers </li></ul><ul><li>- Bangkok’s Grand Palace </li></ul>
  30. 30. Music <ul><li>Traditional classical Thai music </li></ul><ul><li>Chinese + Indonesian + Indian influences </li></ul><ul><li>Modern music </li></ul>Traditional Thai instruments + Western pop music an exotic flavor of Thai
  31. 31. Attractions <ul><li>Bangkok </li></ul>
  32. 32. Attractions <ul><li>Chiang Mai </li></ul>
  33. 33. Attractions <ul><li>Pattaya </li></ul>
  34. 34. Sub-cultural and Trends <ul><li>Plastic surgery </li></ul><ul><li>Prostitution, Gender Bender & Transsexual </li></ul><ul><li>- confine family tourists to day activities/turn them off </li></ul><ul><li>- hotel should find ways to restrict prostitutes from entering the hotel </li></ul><ul><li>Resorts Culture </li></ul><ul><li>Martial Art </li></ul><ul><li>- Thai boxing, Krabi kabong </li></ul><ul><li>Elephant Safari </li></ul><ul><li>Raft </li></ul><ul><li>Terrorism </li></ul>
  35. 35. <ul><li>Chris Baker & Pasuk Phongpaichit (2009) </li></ul><ul><li>A History of Thailand </li></ul><ul><li>Phil Macdonald & Carl Parkes (2001) </li></ul><ul><li>The National Geographic Traveller Thailand </li></ul><ul><li>Mead, R. (2004) </li></ul><ul><li>International Management: Cross-cultural dimensions. 3rd edition. </li></ul>Reference
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