Sem003 Thailand 3 11

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  • To conclude, We have so far looked into different aspects of Thailand. Finally, we discover that culture do play an important role in hospitality industry. So, we must not overlook the impact of culture as they are no doubt interrelated.There is a tight connection between those factors. We should view them as a whole but not separately. Moreover, Stable factors, likes History, Religious ethnicity, social value, culture can affect human behavior, perception and also reflect the country’ uniqueness and attractivenessUnstable factors likes Politics crisis, social problems are negative criteria that may create anxiety to both locals and tourists By combining these two groups of elements, it can deeply influence Thailand’s hospitality industry which is closely related with our daily life.
  • Thanks for choosing Thailand as your destination!Hope you enjoy the flight


  • 1. Thailand…the land of SMILES 
    Flight: SEM 003
  • What is Thai national symbol?
    National Symbols
  • 6. National Flag
    5 horizontal stripes of three colours:
    Red : Thelife-bloodof Thai people.
    Blue: The Thai King, the monarchy
    White: The purity of Buddhism,
    the national religion
    Thai = “Freedom"
    Thailand = "Land of the Free".
  • 7. National Flower “Ratchaphruek” (or golden shower)
    Widely known to Thais
    Cluster-shaped flowers
    Color : shining yellow
  • 8. National Animal“Chang Thai” (or Thai elephant)
    Close link with Thai history and custom
    Long life
    One of transportation means
    “Chang Samkhan” (white elephant)
    • Deeply connected to King of Thailand
    • 9. King's honor and glory
  • National ArchitectureSala Thai(or Thai-Style arbor)
    Reflects knowledge of Thai people.
    Retains beauty, which is different from architectures of other countries
  • 10. Geography
  • 11. Four Natural Regions
    North mountains and forests
    Central Plainsvast rice fields
    Northeast plateau semi-arid farm lands
    Peninsula Southtropical islands
    long coastline
    76 provinces
    Capital city: Bangkok
  • 12. Weather
  • 13. Temperature & Rainfall
  • 14. Population and Ethnics
  • 15. Population & Ethnics
    About 65,000,000 people
  • 16. Language
  • 17. Language
    English (secondary language)
    Other ethnic and regional languages and dialects
  • 18. History
  • 19. History of the Thai Kingdoms
    Nanchao Period (650-1250 A.D.)
    Sukhothai Period (1238-1378 A.D.)
    Ayutthaya Period (1350-1767)
    Thon Buri Period (1767-1772)
    Chakri Dynasty Period (1782 - the Present)
  • 20. How did history affect the development of culture?
    Respect for King
    Maintain of the national independence
     customs and culture are well kept
  • 21. Sukhothai Period (1238-1378 A.D.)
  • 22. Ayutthaya Period (1350-1767)
    Political change :
    Adoption of the Khmer and Burmese organizational models
     To strengthen the power, legitimacy , and authority of the king
    Kingship redefined
    Hindu concept
    KING = divine, a god king
  • 23. Significant political changes inChakri Dynasty Period (1782 - present)
    • NOW  Thai people still have a deep respect for their King
  • The Retaining of the National Independence
    • Chakri Dynasty Period
    King Mongkut, Rama IV, (1851-1868)
    • Acceptance of unequal treaties with European countries
    • Low limits on taxes from imports & exports
    • 24. Extraterritorial rights
    Loss of national sovereignty on the part of the kingdom
    Escaped from colonialism
    National independence was retained
  • 25.
    • World War II
    “Free Thai” movement (1942)
    (Supported by the US)
    • Opposed the Japanese occupation
    • 26. Assisted the Allied war effort
    • 27. Cold War
    “American Era”
    • Established a close and strong alliance with the US
     Retained national independence
  • 28. Can anyone tell me more about modern politics and the government?
    Modern Politics and the government
  • 29. Political Crisis
    2006 coup d'état
    A militarygovernment overthrew the government of Thaksin
    2008-2009 Thai political crisis
    The People's Power Party formed a government
  • 30. How political crisis affect hospitality in Thailand?
    In November 2008:
    Thousands of supporters of the People's Alliance for Democracy (PAD) closed Bangkok airport
    Politics Crisis
  • 31. Politics Crisis
    How political crisis affect hospitality in Thailand?
    • In HK, Government issued travel advice on visiting Thailand (November 29)
    • 32. Hong Kong residents should avoid unnecessary travel to Bangkok.
    • 33. Those who are already in Bangkok should attend to their personal safety
    • 34. England, Australia, Canada and Singapore also issued travel advice on visiting Thailand
  • Is there any social problem in Thailand?
    Social Problems
  • 35. Prostitution
    Thais have viewed sex rather casually throughout history
    Exploitation of women is acceptable
    Return home with respect because of the money they bring to support their family
    Rapid industrialization
    Loss of secondary sources of nonfarm income from forests around villages
    Social Problems
  • 36. Social Problems
    Prostitution is illegal, actual number of sex workers is almost impossible to estimate
    200-300 thousands women
    100,000 male prostitutes
  • 37. Social Problems
    How prostitution affect hospitality in Thailand?
    Big sex tourism in Thailand
    The biggest and the most famous red-light district in the world
    karaoke places
    go-go bars include lots of dancers and hostesses
  • 38. Social Problems
    Street gang and terrorism in Thailand
    Drug gangs
    Piglet Gangs
    Bangkok bombings
    South Thailand bombings
  • 39. Social Problems
    Street gang and terrorism in Thailand
    2006 Bangkok bombings
    New Year's celebrations at some popular areas were cancelled
    Amongst the victims
    eight tourists were hurt
  • 40. Social Problems
    How street gangs and terrorism affect hospitality in Thailand?
    Bring social instability
    Lots of films took Thai gangs as background -> affect destination image
    Bangkok Dangerous (1999 film) and
    Bangkok Dangerous (2008 film) directed by the Pang Brothers
    Tourists may feel insecure
  • 41. Social value seems quite important in Thailand, right?
    Social Values
  • 42. Social Values
    Less important
    Freedom and equality are comparably
    More important
    National security, religious/ spiritual life, a comfortable life, family happiness, self-esteem, emphasizing social relations
  • 43. “bunkhun” means grateful relationships
    Tourist authority of Thailand has promoted the country as the ‘land of smiles’
    Foreigners interpret smiling as happiness and satisfaction
    How this affects tourism in Thailand
  • 44. Is Buddhism the only religion in Thailand? Or there are more religions?
    Religion and Ethnicity
  • 45. Introduction
    Ancient Thai religion
    Modern Thai religion
    Buddhism (Over 90%)
    Muslim (10%) (significant population in Bangkok)
    Christian (a few)
  • 46. Ancient Thai religion – Thai Animism
    Believe there are many spirits in the world
    Spirit houses
    Ask for a wish to be fulfilled
  • 47. Buddhism in Thailand –History
    3rd century B.C.
    First brought to the Chao Phaya River Basin
  • 48. Theravada Buddhism
    Not pure Buddhism but interweave with:
    Local traditions, beliefs, and customs
    Evil have great power (beliefs from Animism)
    Buddhist monks counter evil
  • 49. How does Buddhism affect Thailand?
    Moral foundation-for promoting general peace and harmony society
    Highly revered monks-are participants in state celebrations and rituals
  • 50. How does Buddhism affect Thailand? (cont’d)
    Temple (wat) is the heart of social and religious life
    King is the ultimate head of Buddhism in Thailand
    -appoint Sangha (priesthood)
  • 51. Socially
    Images of Buddha are found everywhere
  • 52. How does Buddhism affect Thailand? (cont’d)
    Examples of Thai people taking religion quite seriously:
    Put their hands together in a wai when passing a temple
    Give food to monks
    Worship regularly
    Do good work to gain merit
    Young men enter the monkhood for a period of time
    Marriage have nine monks perform in the wedding
  • 53. How does Buddhism affect Thailand? (cont’d)
    Buddhism and the state
    Closely aligned with the state in Thailand
    Officially sponsored by the Thai Government
    One of the three major elements of Thai identity
  • 54. How religion affect Hospitality
    Young men enter the monkhood
    80%-90% young males Buddhistbecome monks for at least a few months
    Time off from work must be given automatically .
    Decrease the labour force availability in the market
    Affect the operation of hotels and any other companies.
  • 55. How religion affect Hospitality
    Erawan Shrine (Hinduism)
    One of the most famous Buddha
    A famous fortune-teller
    Both of them
    Attract Asians to visit Thailand
    Bring huge amount of travel expenditure to there
    Boost tourism sector and local economy
  • 56. What is Thai culture like?
  • 57. Festival
    Buddhist ‘lent’
    • Young men enter the monkhood
    • 58. Monks to station themselves for over 3 months
    Rocket festival
    • Villagers craft skyrockets ofbamboo and gunpowder
    • 59. Fire to the sky to send rain for the new rice season
  • Loy Kratong
    - thousands of candle-lit boats, decorated with flowers were put on the water in order to appease the water spirits and hope to bring good fortune for the coming year
    • Thai people’s lunar new year
    • 60. monks and elders are getting respect from young ones by sprinkling water over their hands
  • How festival affect the hospitality industry?
    Different events attract different types of tourists come over (e.g. Songkran)
    Most festivals related to Buddhism
    Many faithful Buddhists come from all parts of Asian to participate those events
    Periods/ seasonal
  • 61. Lady boys- the third sex
    Man chooses to live as a woman
    Complete sex change operation
    no. of lady boys in Thailand is close to 200,000 individual
    Most of them are performers and sex workers
  • 62. How Thailand lady boys affect the hospitality industry?
    One of the uniqueness
    Even if it was illegal, no one is restricted to watch lady boy performance(“broaden our horizon”)
    Elderly, young children can take a glimpse of this entertainment
    Lady boys show = Must do activity
    Increase revenue of the country
  • 63. Thai Food
    Strong taste
    Blends 4 fundamental taste:
    • Sweet (sugar, fruits, sweet peppers)
    • 64. Sour (vinegar, lime juice, tamarind)
    • 65. Spicy (chilies)
    • 66. Salty (fish sauce, soy sauce)
    e.g. tongyam
    Served in family style
    Don’t chat during meals (bad manner)
  • 67. Dining together
    Order one of each kind of dish ( e.g. spicy, sour sweet, salty) preferred
    Impolite Spoonful of steaming hot food
    Don’t chat during meals (bad manner)
    Thai herbs added to traditional cuisine (medical use)
    e.g. black pepper and varieties of basil are common curry ingredients
  • 68.
  • 69. How Food affect the hospitality industry?
    Menus and recipes need to be adjustedThai: family sizeTourists: individual size
    Children may not adapt to those spicy food
    Spicy can be count as a barrier to some tourists
    Some tourists cannot take the strong taste
    get allergies from several kinds of herbs used in Thai dishes
  • 70. Thai Language
    • Khmer language
    • 71. Influenced by Sanskrit and Pali
    • 72. Authentic Thai: mono or bi-syllabic
    • 73. High cultural level
    • 74. Rich and uniquely picturesque expressiveness
    • 75. Written Thai proceeds from the left to the right
    • 76. Adapting the level of politeness
    • 77. Different rank/class of people
    • 78. Different age
  • How Language affect the hospitality industry?
    Not everyone understand English
    Often causes misunderstanding and embarrassment
    Inconvenience in communication
    Barriers for allocentric, conservative tourists
  • 79. Thailand’s King
    King Bhumibol Adulya
    as Rama IX.
    Reigned Thailand over 60 years
    World longest reigning monarch
    Abiding reverence, loyalty
    Reliable and stabilizing force
    “Inviolable” by Constitution
  • 80. How Thai King affect the hospitality industry?
    Show respect to Thai King
    Mind their behavior
    Beware of their language
    Being restricted
    Easily cause conflicts with locals
  • 81. Portrait everywhere
    (e.g. buildings wall, shopping mall’s main gate)
    Yellow shirt
    Representing their country
  • 82. How Thai King affect the hospitality industry?
    Tourists need to be aware and show respect to Thai King
    Mind their behavior, fashion and language
    Tourists not familiar with these traditions, may cause conflicts with locals
  • 83. Relationship between Thai culture and hospitality industry
  • 84. Sawadi (Bye)Hope you enjoy the slides
    Thanks for joining us 
    Khob-kun-Ka (Thank You)
  • 85. References
    Amazing Thailand (2003). Retrieved October 10, 2009 from Tourism Authority of Thailand, Web site:
    Bangkok Smiles (2004). Retrieved October 11, 2009 from Bangkok Tourism Division, Web site:
    CIA - The world factbook -- thailand (2009). Retrieved October 16, 2009 from The Central Intelligence Agency, Web site:
    Discover Asia Thailand's World (2009). Retrieved October 17, 2009 from, Web site:
    Grand Festival 2009 (2002). Retrieved October 17, 2009 from, Web site:
  • 86. Northern thailand climate and weather (2009). Retrieved October 15,
    2009 from
    Thai Arts (1995). Retrieved October 17, 2009 from the Prime Minister, Royal Thai government, The National Identity Office Web site:
    Thailand climate, thailand temperature, thailand weather (2009).
    Retrieved October 15, 2009 from
    Thailand- land of smiles (2006). Retrieved October 10, 2009 from, Web site:
    Thai Food to The World (2005). Retrieved October 18, 2009 from, Web site:
  • 87. Kislenko, A. (2004). Culture and Customs of Thailand. : Greenwood Press
    Slagter, R. & Kerbo, H. R. (2000). Modern Thailand. United Stated: The McGraw-Hill Companies, Inc.
    Joel, K. (1998). Southeast Asian identities : culture and the politics of representation in Indonesia, Malaysia, Singapore, and Thailand, Singapore: Institute of Southeast Asian Studies.
    Blandin, H. (2003). A golden souvenir of the culture, tradition, and belief of Thailand, Bangkok: Asia Books.
    Barme, S. (2002). Woman, man, Bangkok : love, sex, and popular culture in Thailand. Lanham: Rowman & Littlefield.