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
  • Sem003 Thailand 3 11

    1. 1. Thailand…the land of SMILES <br />Flight: SEM 003<br /><ul><li>Sandy
    2. 2. Winnie
    3. 3. Cyan
    4. 4. Daniel
    5. 5. Kaitey </li></li></ul><li>What is Thai national symbol?<br />National Symbols<br />
    6. 6. National Flag<br />5 horizontal stripes of three colours:<br />Red : Thelife-bloodof Thai people. <br />Blue: The Thai King, the monarchy<br />White: The purity of Buddhism, <br /> the national religion<br />Thai = “Freedom&quot; <br />Thailand = &quot;Land of the Free&quot;. <br />
    7. 7. National Flower “Ratchaphruek” (or golden shower)<br />Widely known to Thais<br />Cluster-shaped flowers <br />Summer <br />Color : shining yellow <br />
    8. 8. National Animal“Chang Thai” (or Thai elephant)<br />Close link with Thai history and custom<br />Long life<br />One of transportation means<br />“Chang Samkhan” (white elephant)<br /><ul><li>Deeply connected to King of Thailand
    9. 9. King's honor and glory</li></li></ul><li>National ArchitectureSala Thai(or Thai-Style arbor)<br />Reflects knowledge of Thai people. <br />Retains beauty, which is different from architectures of other countries<br />‘Thai-ness&apos;<br />
    10. 10. Geography<br />
    11. 11. Four Natural Regions<br />North mountains and forests<br />Central Plainsvast rice fields<br />Northeast plateau semi-arid farm lands<br />Peninsula Southtropical islands <br /> long coastline<br />76 provinces <br />Capital city: Bangkok<br />
    12. 12. Weather<br />
    13. 13. Temperature & Rainfall<br />Summer<br />Winter<br />Monsoons<br />DRY<br />RAINY<br />COOL<br />
    14. 14. Population and Ethnics<br />
    15. 15. Population & Ethnics<br />About 65,000,000 people<br />
    16. 16. Language<br />
    17. 17. Language<br />Thai<br />English (secondary language)<br />Mandarin<br />Vietnamese<br />Isan <br />Other ethnic and regional languages and dialects<br />
    18. 18. History<br />
    19. 19. History of the Thai Kingdoms<br />Nanchao Period (650-1250 A.D.) <br />Sukhothai Period (1238-1378 A.D.) <br />Ayutthaya Period (1350-1767) <br />Thon Buri Period (1767-1772) <br />Chakri Dynasty Period (1782 - the Present) <br />
    20. 20. How did history affect the development of culture?<br />Respect for King<br />Maintain of the national independence<br />  customs and culture are well kept<br /> E.g.: <br />Sports<br />Festival<br />Languages<br />Gestures<br />Food<br />Arts…etc<br />
    21. 21. Sukhothai Period (1238-1378 A.D.)<br />Feudalism<br />
    22. 22. Ayutthaya Period (1350-1767)<br />Political change : <br />Adoption of the Khmer and Burmese organizational models <br />  To strengthen the power, legitimacy , and authority of the king<br />Kingship redefined<br />Hindu concept<br />KING = divine, a god king<br />
    23. 23. Significant political changes inChakri Dynasty Period (1782 - present)<br /><ul><li>NOW  Thai people still have a deep respect for their King</li></li></ul><li>The Retaining of the National Independence<br /><ul><li>Chakri Dynasty Period</li></ul> King Mongkut, Rama IV, (1851-1868)<br /><ul><li>Acceptance of unequal treaties with European countries</li></ul>Examples:<br /><ul><li>Low limits on taxes from imports & exports
    24. 24. Extraterritorial rights</li></ul>Loss of national sovereignty on the part of the kingdom<br />Escaped from colonialism<br />National independence was retained<br />
    25. 25. <ul><li>World War II</li></ul>“Free Thai” movement (1942)<br />(Supported by the US)<br /><ul><li>Opposed the Japanese occupation
    26. 26. Assisted the Allied war effort
    27. 27. Cold War </li></ul>“American Era”<br /><ul><li>Established a close and strong alliance with the US</li></ul> Retained national independence<br />
    28. 28. Can anyone tell me more about modern politics and the government?<br />Modern Politics and the government<br />
    29. 29. Political Crisis<br /> 2006 coup d&apos;état<br />A militarygovernment overthrew the government of Thaksin<br />2008-2009 Thai political crisis<br />The People&apos;s Power Party formed a government<br />
    30. 30. How political crisis affect hospitality in Thailand?<br />In November 2008: <br />Thousands of supporters of the People&apos;s Alliance for Democracy (PAD) closed Bangkok airport<br />Politics Crisis<br />
    31. 31. Politics Crisis<br />How political crisis affect hospitality in Thailand?<br /><ul><li>In HK, Government issued travel advice on visiting Thailand (November 29)
    32. 32. Hong Kong residents should avoid unnecessary travel to Bangkok.
    33. 33. Those who are already in Bangkok should attend to their personal safety
    34. 34. England, Australia, Canada and Singapore also issued travel advice on visiting Thailand</li></li></ul><li>Is there any social problem in Thailand?<br />Social Problems<br />
    35. 35. Prostitution<br />Thais have viewed sex rather casually throughout history<br />Exploitation of women is acceptable<br />Return home with respect because of the money they bring to support their family<br />Rapid industrialization<br />Loss of secondary sources of nonfarm income from forests around villages<br />Unemployment<br />Social Problems <br />
    36. 36. Social Problems<br />Prostitution<br />Prostitution is illegal, actual number of sex workers is almost impossible to estimate<br />200-300 thousands women<br />100,000 male prostitutes<br />
    37. 37. Social Problems<br />How prostitution affect hospitality in Thailand?<br />Big sex tourism in Thailand<br />The biggest and the most famous red-light district in the world<br />karaoke places<br /> go-go bars include lots of dancers and hostesses<br />
    38. 38. Social Problems<br />Street gang and terrorism in Thailand<br />Drug gangs<br />Gangs<br />Piglet Gangs<br />Terrorism<br />2006 <br />Bangkok bombings<br />2007 <br />South Thailand bombings<br />
    39. 39. Social Problems<br />Street gang and terrorism in Thailand<br />2006 Bangkok bombings <br />New Year&apos;s celebrations at some popular areas were cancelled<br />Amongst the victims<br />eight tourists were hurt<br />
    40. 40. Social Problems<br />How street gangs and terrorism affect hospitality in Thailand?<br />Bring social instability<br />Lots of films took Thai gangs as background -&gt; affect destination image<br />Bangkok Dangerous (1999 film) and<br />Bangkok Dangerous (2008 film) directed by the Pang Brothers<br />Tourists may feel insecure<br />
    41. 41. Social value seems quite important in Thailand, right?<br />Social Values<br />
    42. 42. Social Values<br />Less important<br /> Freedom and equality are comparably<br />More important <br /> National security, religious/ spiritual life, a comfortable life, family happiness, self-esteem, emphasizing social relations<br />
    43. 43. “bunkhun” means grateful relationships<br />Tourist authority of Thailand has promoted the country as the ‘land of smiles’<br />Foreigners interpret smiling as happiness and satisfaction<br />How this affects tourism in Thailand<br />
    44. 44. Is Buddhism the only religion in Thailand? Or there are more religions?<br />Religion and Ethnicity<br />
    45. 45. Introduction<br />Ancient Thai religion<br />Animism<br />Modern Thai religion<br />Buddhism (Over 90%)<br />Muslim (10%) (significant population in Bangkok)<br />Christian (a few)<br />Hinduism<br />
    46. 46. Ancient Thai religion – Thai Animism<br />Believe there are many spirits in the world<br />Spirit houses<br />Ask for a wish to be fulfilled<br />
    47. 47. Buddhism in Thailand –History<br />3rd century B.C.<br />First brought to the Chao Phaya River Basin<br />
    48. 48. Theravada Buddhism<br />Not pure Buddhism but interweave with:<br />Hinduism<br />Animism<br />Local traditions, beliefs, and customs<br />Evil have great power (beliefs from Animism)<br />Buddhist monks counter evil<br />
    49. 49. How does Buddhism affect Thailand?<br />Socially<br />Moral foundation-for promoting general peace and harmony society<br />Highly revered monks-are participants in state celebrations and rituals<br />
    50. 50. How does Buddhism affect Thailand? (cont’d)<br />Socially<br />Temple (wat) is the heart of social and religious life<br />King is the ultimate head of Buddhism in Thailand<br />-appoint Sangha (priesthood)<br />
    51. 51. Socially<br />Images of Buddha are found everywhere<br />
    52. 52. How does Buddhism affect Thailand? (cont’d)<br /> Examples of Thai people taking religion quite seriously:<br />Put their hands together in a wai when passing a temple<br />Give food to monks<br />Worship regularly<br />Do good work to gain merit<br />Young men enter the monkhood for a period of time<br />Marriage have nine monks perform in the wedding<br />
    53. 53. How does Buddhism affect Thailand? (cont’d)<br />Politically<br />Buddhism and the state<br />Closely aligned with the state in Thailand<br />Officially sponsored by the Thai Government <br />One of the three major elements of Thai identity<br />
    54. 54. How religion affect Hospitality<br /> Young men enter the monkhood<br />80%-90% young males Buddhistbecome monks for at least a few months<br />Time off from work must be given automatically .<br />Decrease the labour force availability in the market<br />Affect the operation of hotels and any other companies.<br />
    55. 55. How religion affect Hospitality<br />Erawan Shrine (Hinduism)<br /> One of the most famous Buddha<br />Bailongwang<br />A famous fortune-teller<br /> Both of them<br />Attract Asians to visit Thailand<br />Bring huge amount of travel expenditure to there<br />Boost tourism sector and local economy<br />
    56. 56. What is Thai culture like?<br />Culture<br />
    57. 57. Festival<br />Buddhist ‘lent’<br /><ul><li>Young men enter the monkhood
    58. 58. Monks to station themselves for over 3 months</li></ul>Rocket festival<br /><ul><li>Villagers craft skyrockets ofbamboo and gunpowder
    59. 59. Fire to the sky to send rain for the new rice season</li></li></ul><li>Loy Kratong<br />- 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<br />Songkran<br /><ul><li>Thai people’s lunar new year
    60. 60. monks and elders are getting respect from young ones by sprinkling water over their hands</li></li></ul><li>How festival affect the hospitality industry?<br />Different events attract different types of tourists come over (e.g. Songkran)<br />Most festivals related to Buddhism <br />Many faithful Buddhists come from all parts of Asian to participate those events<br />Experience<br />Participate<br />Periods/ seasonal<br />
    61. 61. Lady boys- the third sex<br />Man chooses to live as a woman<br />Complete sex change operation<br />no. of lady boys in Thailand is close to 200,000 individual <br />Most of them are performers and sex workers<br />
    62. 62. How Thailand lady boys affect the hospitality industry?<br />One of the uniqueness<br />Even if it was illegal, no one is restricted to watch lady boy performance(“broaden our horizon”) <br />Elderly, young children can take a glimpse of this entertainment<br />Lady boys show = Must do activity<br />Increase revenue of the country<br />
    63. 63. Thai Food<br />Strong taste<br />Blends 4 fundamental taste:<br /><ul><li>Sweet (sugar, fruits, sweet peppers)
    64. 64. Sour (vinegar, lime juice, tamarind)
    65. 65. Spicy (chilies)
    66. 66. Salty (fish sauce, soy sauce)</li></ul> e.g. tongyam<br />Served in family style<br />Don’t chat during meals (bad manner)<br />
    67. 67. Dining together<br />Order one of each kind of dish ( e.g. spicy, sour sweet, salty) preferred<br />Impolite Spoonful of steaming hot food<br />Don’t chat during meals (bad manner)<br />Thai herbs added to traditional cuisine (medical use) <br />e.g. black pepper and varieties of basil are common curry ingredients<br />
    68. 68.
    69. 69. How Food affect the hospitality industry?<br />Menus and recipes need to be adjustedThai: family sizeTourists: individual size<br />Children may not adapt to those spicy food<br />Spicy can be count as a barrier to some tourists<br />Some tourists cannot take the strong taste<br />get allergies from several kinds of herbs used in Thai dishes<br />
    70. 70. Thai Language<br /><ul><li>Khmer language
    71. 71. Influenced by Sanskrit and Pali
    72. 72. Authentic Thai: mono or bi-syllabic
    73. 73. High cultural level
    74. 74. Rich and uniquely picturesque expressiveness
    75. 75. Written Thai proceeds from the left to the right
    76. 76. Adapting the level of politeness
    77. 77. Different rank/class of people
    78. 78. Different age</li></li></ul><li>How Language affect the hospitality industry?<br />Not everyone understand English<br />Often causes misunderstanding and embarrassment <br />Inconvenience in communication<br />Barriers for allocentric, conservative tourists<br />
    79. 79. Thailand’s King<br />King Bhumibol Adulya<br />as Rama IX. <br />Reigned Thailand over 60 years<br />World longest reigning monarch <br />Abiding reverence, loyalty<br />Reliable and stabilizing force <br />“Inviolable” by Constitution<br />
    80. 80. How Thai King affect the hospitality industry?<br />Show respect to Thai King <br />Mind their behavior<br />Beware of their language<br />Being restricted <br />Easily cause conflicts with locals<br />
    81. 81. Portrait everywhere <br />(e.g. buildings wall, shopping mall’s main gate)<br />Royalty<br />Yellow shirt<br />Representing their country<br />
    82. 82. How Thai King affect the hospitality industry?<br />Tourists need to be aware and show respect to Thai King<br />Mind their behavior, fashion and language<br />Tourists not familiar with these traditions, may cause conflicts with locals<br />
    83. 83. Relationship between Thai culture and hospitality industry<br />Hospitality<br />
    84. 84. Sawadi (Bye)Hope you enjoy the slides<br />Thanks for joining us <br />Khob-kun-Ka (Thank You)<br />
    85. 85. References<br />Amazing Thailand (2003). Retrieved October 10, 2009 from Tourism Authority of Thailand, Web site:<br />Bangkok Smiles (2004). Retrieved October 11, 2009 from Bangkok Tourism Division, Web site:<br />CIA - The world factbook -- thailand (2009). Retrieved October 16, 2009 from The Central Intelligence Agency, Web site:<br />Discover Asia Thailand&apos;s World (2009). Retrieved October 17, 2009 from, Web site:<br />Grand Festival 2009 (2002). Retrieved October 17, 2009 from, Web site:<br />
    86. 86. Northern thailand climate and weather (2009). Retrieved October 15,<br />2009 from<br />Thai Arts (1995). Retrieved October 17, 2009 from the Prime Minister, Royal Thai government, The National Identity Office Web site:<br />Thailand climate, thailand temperature, thailand weather (2009). <br />Retrieved October 15, 2009 from<br />Thailand- land of smiles (2006). Retrieved October 10, 2009 from, Web site:<br />Thai Food to The World (2005). Retrieved October 18, 2009 from, Web site:<br />
    87. 87. Kislenko, A. (2004). Culture and Customs of Thailand. : Greenwood Press<br />Slagter, R. & Kerbo, H. R. (2000). Modern Thailand. United Stated: The McGraw-Hill Companies, Inc.<br />Joel, K. (1998). Southeast Asian identities : culture and the politics of representation in Indonesia, Malaysia, Singapore, and Thailand, Singapore: Institute of Southeast Asian Studies.<br />Blandin, H. (2003). A golden souvenir of the culture, tradition, and belief of Thailand, Bangkok: Asia Books.<br />Barme, S. (2002). Woman, man, Bangkok : love, sex, and popular culture in Thailand. Lanham: Rowman & Littlefield.<br />