2018 fall syllabus ASEAN tourism management

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Course Syllabus
Chiang Mai, Thailand
Fall 2018
ASEAN Tourism Management
COURSE INFORMATION
BUS/PSC | 3 credits | 400 level | 45 contact hours
Class hours: 2:00 – 5:00 p.m. on Tuesdays
Professor: Pairach Piboonrungroj, Ph.D. | Email: me@pairach.com
Assistant Professor: Chukiat Chaiboonsri, PhD | Email: chukiat1973@gmail.com
Website: https://pairach.com/usac-asean-tourism/
Prerequisite: None
RECOMMENDED TEXTBOOKS & COURSE MATERIALS
Piboonrungroj, P. 2014. Tourism Development and Management in the Southeast Asia, Chiang Mai:
North Road Analytics Press. (Online: URL=https://pairach.com/usac-asean-tourism/)
Course materials will be provided onsite. Additional readings will be assigned in class.
COURSE DESCRIPTION
This course, ASEAN Tourism Management, focuses on the current issues in tourism development
and management in the Southeast Asia. The course offers fundamental knowledge on tourism
management and development. The key contents encompass various specific aspects of tourism
development and management in the region under the contexts of ASEAN including infrastructure
development, mutual recognition of agreement (MRA) on tourism labor flow in the region as well as
the management of logistics and supply chain of the tourism supply chain.
Students who successfully complete this course are expected to be able to critically understand the
revolution of tourism development, to comprehend the tourism management process and be able to
suggest the managerial solution and sustainable policy of the tourism industry in the Southeast Asia.
COURSE OBJECTIVES
Welcome to ASEAN Tourism Management. In this course, we will study different aspects of issues
related to Tourism management and development in the contexts of Southeast Asia region
By the end of this semester students should achieve the following capabilities:
• Knowledge-specific capabilities: encompassing fundamental concepts, key principles,
relevant theories, applicable methods and contemporary issues and practices related to the
tourism development and management in the ASEAN contexts. The ability to critically
analyze and apply these knowledge capabilities in different circumstances is emphasized.
• Problem-solving capabilities: the focus is to develop the ability to think critically and
creatively and to be analytical, methodological and innovative in approaching problems
• Research capabilities: the emphasis is to develop capabilities in conducting literature
reviews based on specific research problems or questions, in analyzing empirical data, in

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logically and systematically organizing research data and information generated from
research, and in efficiently and effectively communicating to interested parties
EXPECTED STUDENT LEARNING OUTCOMES
After successful completion of this course, students should:
• Be able to effectively discuss the nature of tourism developement and management in the
ASEAN contexts
• Appreciate the key challenges and risks involved in tourism developement and management
in the ASEAN contexts
• Discuss the nature and role of the key parties in the ASEAN tourism supply chain
• Demonstrate a critical understanding of the various tourism development policy and
management techniques available and their characteristics
• Suggest an appropreate tourism develpment policy and managemenet techniques in the
ASEAN contexts
TEACHING METHOD AND STUDENT RESPONSIBILITY
The text book theory will be applied to real life situations, and there will be lectures, discussions,
presentations, and analysis of various case studies. Since we will have some computer class,
students will be notified to bring laptops to some classes.
Students are encouraged to ask questions and will be responsible for reading the applicable sections
of the text book before arriving in the class room. Students are also required to attend classes and
participate actively in the class discussions. Only one excused absence is allowed (with documented,
serious reason). Each additional absence will count as minus two points from the final grade (of 100).
OUTLINE
Week Topic / Subject Readings Assignments Due/Note
1
Aug 28th
Class Introduction Course syllabus
2
Sep 4th
The tourism industry and
supply chain
A paper on tourism supply
chain
Individual Assignment
explained in the class
3
Sep 11th
Travel and Tourism in the
Southeast Asia
ASEAN papers on Tourism
Management in the
Southeast Asia
Class start 3pm – 6pm
4
Sep 18th
No class
(Compensation of Sep 22nd
)
4
Sep 22nd
Trends of Travels Industry
in ASEAN
A paper on “ASEAN Travel
and Tourism Trends”
A special session at
Shangri-la Hotel, Chiang
Mai (9:00 – 16:00)
Sep 23nd Sale kit of “7 wonders of
Lanna Heritage”
Field trip #1 (7 wonders
of Chiang Mai Part 1)
(8:00 – 18:00)

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Week Topic / Subject Readings Assignments Due/Note
5
Sep 25th
Thailand in ASEAN Tourism Research from Ministry of
Tourism and Sport, Thailand
Oct 2nd
No class
(Compensation of Sep 22nd
)
Oct 9th
No class
(Mid term Exam)
Individual report
submitted to the USAC
office
7
Oct 16st
Sustainable Development
Goals and ASEAN Tourism
A UN report on SDG and A
WTTC report on sustainable
tourism
Individual assignment
and Presentation in the
class
Oct 23rd
No class
(National Holiday:
King Rama V Day)
8
Oct 30th
Community Based Tourism
(CBT) in ASEAN
Reports on CBT in ASEAN
Nov 3rd
– 4th
Field trip to Tea Tourism
at PuMeun Mountain
Fang District, Chiang Mai
9
Nov 6th
Creative Tourism
Management
A paper on “Creative
Tourism in ASEAN”
Nov 10th
–
11th
Field trip – Coffee
Tourism to Ban Mae
Klang Luang Village
10
Nov 13th
No Class
(Optional Tour to Doi
Inthanon National Park)
Field trip report
submitted in the class
11
Nov 20th
The MICE Industry
in ASEAN (Business Travel)
Research on business travel
in ASEAN such as Singapore,
Malaysia and Thailand
12
Nov 27th
Group Presentation Group Report
submission and
Presentation in class
13
Dec 4th
No Class
14
Dec 11th
Final Exam Period
(No exam)
Field trip report
submitted to USAC
Office

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Note:
• Blue = In class lectures, Red = No class and green = field trips or special lectures
• Course Schedule may need to be changed, please consult responsible lecturer for
confirmation.
• Field trips are mandatory.
ASSESSMENT AND GRADES SCALE
The course grade is based on these elements; group project, individual project and three fieldtrip
reports. Related course materials, such as summaries of lecture notes, solution keys to assignments
and projects will be posted on the course website listed above as the class progresses. The midterm
and final exams will be held by the USAC calendar. The grades are assigned according to the
following formula:
• 40%: Individual project
Each student will select a tourism product and analyze the current situation in the region, and offer
recommendations for business and government. Submission include a 4,000-word of report and a
10-minute presentation with slides.
• 30% Group project
A group of three students working on tourism development for a selected case from field trips.
Submission include a 3,000-word report and a 10-minute presentation with slides.
• 30% Individual Field trip reports
Each student will write a 3,000-word report to present the experience from all field trips and their
reflection from own experience from the field trips.
GRADES SCALE
A = 100-93 B+ = 89-87 C+ = 79-77 D+ = 69-67 F = 59-0
A- = 92-90 B = 86-83 C = 76-73 D = 66-63
B- = 82-80 C- = 72-70 D- = 62-60
Plagiarism, cheating, submitting work of another person or work previously used and other forms of
academic dishonesty will lead to lowered course grades, failure of the course or more severe
measures, depending on judgments of the gravity of the individual case. An example of academic
misconduct is plagiarism: “Using the words or ideas of another, from the Internet or any source,
without proper citation of the sources.” Any question, please refer to your professor and program
director.
ACADEMIC REASONS FOR DISMISSAL
A. A student may be dismissed for failing to:
a. Complete full time academic coursework unless arranged with the appropriate advisor.
b. Achieve a minimum GPA of 2.0
c. Enroll in the required number of academic credits.
d. Prepare for and/or attend class.
B. A student may be dismissed for reasons involving academic dishonesty including, but not limited
to, plagiarism and cheating.

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CLASS ATTENDANCE
USAC courses rely not only on the expertise of the professor, but also on the active participation of
the students, therefore regular class attendance is mandatory.
Students are allowed one unexcused absence in USAC courses. The class participation grade will be
lowered by .5 step for each unexcused absence, i.e., from an A to an A- .
Each tardy is .5 of an absence.
Course instructors will record class attendance and notify the Resident Director when a student is not
attending regularly.
Should a student fail to fulfill his or her academic obligations (i.e. has not attended class for four
consecutive days without approval of the Resident Director, is routinely late for class, etc.) the student
may be withdrawn from the program, thereby forfeiting all privileges enjoyed by program participants
such as program housing, field trips, tours and other events/ activities. In these circumstances, no
refunds will be given.
EXAMINATIONS AND ASSIGNMENTS
Examinations must be taken as scheduled and students should be informed of the results of the
exams and other assignments in a timely fashion.
Students are responsible to confirm all assignments are received by their instructors. This includes
assignments submitted electronically or left the instructor’s desk or mailbox when the instructor is
not present. If you cannot reach the professor, send questions to USAC Chiang Mai office at
chaidarun@usac.unr.edu (program director’s email).
Students are responsible for monitoring their progress in courses and for maintaining contact with
professors regarding assignments and grades.
Students are responsible for the material covered in class, and are expected to arrange for the
completion of all missed class assignments and homework. Students who are arranging make-up
should do so in advance whenever possible and be prompt in the completion of missed work.
Students should recognize that requests to instructors regarding missed work should be timely and
reasonable and may or may not be granted in cases of unexcused absences. Requests for completion
of an assignment or the administration of an examination at a time that would impose an
unreasonable hardship on the instructor or the university will not be granted.
AUDITS (AD)
Students are permitted to audit a course (excluding Field Studies courses) if requested and approved
prior to the end of the add/drop/change period.
Classes may be audited only if the fulltime class requirement is met.
No credit is earned or grade received and an audited course does not contribute to fulltime status or
financial aid eligibility.

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Students auditing a USAC course must follow the course attendance policy and must complete all
assignments, but are exempt from the midterm and final examinations.
Students who audit a course and do not attend class or complete assignments will be withdrawn
and, at the recommendation of the instructor and the RD, will receive a grade of “W” on the USAC
grade report.
Courses for audit will appear on the USAC Student Gateway Account registration, but may or may
not appear on the official university transcript depending on the policy of the university of record or
unless otherwise requested.
DISABILITY POLICY
Every effort will be made to accommodate students with disabilities or special learning needs. If you
have a documented disability for which you have already requested accommodations through the
USAC Central office, your instructor will have been notified so that arrangements can be made early
in the term.
STATEMENT ON AUDIO AND VIDEO RECORDING
Surreptitious or covert video-taping of class or unauthorized audio recording of class is prohibited by
law and by USAC policy. This class may be videotaped or audio recorded only with the written
permission of the instructor. In order to accommodate students with disabilities, some students may
have been given permission to record class lectures and discussions. Therefore, students should
understand that their comments during class may be recorded.