COURSE SYLLABUS
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
Silapakorn University
COURSE DESCRIPTION:
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 politicaleconomic 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
and presentations.
REQUIRED READINGS
Lecturers’ hand-outs and recommended materials
EVALUATION
Hospitality Management
Class attendance & participation
20 %
Examination & Project presentation
30 %
Tourism Management
Assignment
25 %
Field Report
25 %
Total
100 %
Students are required to attend at least 80% of classes.
Course Outline
Hospitality Management
July 13 - AUGUST 7, 2009
Week
Topics
Lecturer
Room
CHE
TBA
Assoc.Prof. Dr Tatree
TBA
WEEK 1
Monday
13 July 2009

Overall group orientation by CHE
Tuesday
14 July 2009
• Orientation on DPU campus
08.30-09.30
Nontasak
• An overview of the Thai hospitality industry
10.00-12.00
- Components
Asst.Prof. Nongnuj
TBA
Sritanaanant
- Historical development
- Industry size & figures
- Hotel classification
- Hotel standard
- Situation & Trends
• Thainess in the Hospitality
13.00-14.30
Dr. Aswin Saengpikul
TBA
Ms.Daosook
(Trip to
Boonyasarn
Grand
to accompany
Hyatt or
- Background
- Introduction of Thainess to the
hospitality industry
- Key elements of Thainess in the
hospitality industry
- Thainess and marketing implications
- Sharing and learning experience of
Thainess among UMAP participants
Wednesday
15 July 2009
- Service Quality Management
( Industry Speaker)
08.30-14.30
Inter
Continenta
l Hotel)
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
productiveness
- Distribution channels evaluation methods
- Trends and issues relating to hotel distribution
Channels
• Health and Wellness Service
10.30-12.00
Management
Mr.Tirasak
TBA
Termsubsarn
- Introduction to Health and Wellness Industry
- Classification and Important of Services
in H&W
- Emotional Experiences and Customer
Satisfaction Levels
- Products and People=Services
- Case Study / Chivasom
Friday
17 July 2009
10.30-11.30
• Crisis Management in Hospitality
Dr. Kom Campiranon
TBA
Mr. Rachadej Suksin
TBA
- Introduction to crisis management
in the hospitality Industry
- Crisis that affect the hospitality industry
- Crisis vulnerability in the hospitality
industry
- Crisis management model
- Crisis management strategies in the
hospitality industry
WEEK 2
Monday
Food and Culture
20 July 2009
- The Thai kitchen in the past and the present
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
and Team
Tuesday
21 July 2009
• Thai Cuisine to the Global Market
TBA
TBA
Mr. Wiboonsak Pigul
DPU
and Team
Place
Visit to famous local food market
08.30-10.30
10.00-12.00
Wednesday
• Thai cookery
22 July 2009
- Methods of cooking
08.30-10.30
- Main ingredients for Thai food
10.30-12.00
- Basic Thai Herbs & Spices
Lobby &
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
23 July 2009
- The importance of beverage service
08.30-11.30
12.30–16.00
- Aperitifs
: Wines
- Spirits
: White / Colour
Asst.Prof. Chonticha
TBA
Bunnag
Spirits,Brandy
- Wine
: Wine serving
- Beer
Field Trip to a Beverage Company
TBA
Friday
-
24 July 2009
08.30-11.30
13.00-16.00
• Examination
• Student Project Presentation
Brief Course Outline
Hospitality and Tourism Management in Thailand
( Hospitality portion to be conducted at Dhurakij Pundit University, Thailand)
July 13 – August 7, 2009 (25 Students)
Week1
Topic
Monday 13 July 2009
Overall group orientation by CHE
Tuesday 14 July 2009
08.30-09.30
10.00-12.00
- Orientation by DPU
- Overview of the Thai Hospitality Industry
13.00 - 14.30
Wednesday 15 July 2009
08.30-14.30
Thursday 16 July 2009
08.30-11.30
13.00-14.30
Friday 17 July 2009
08.30-11.30
Week2
Monday 20 July 2009
08.30-11.30
11.30-13.00
Tuesday 21 July 2009
08.30-11.30
13.00-15.00
Wednesday 22 July 2009
08.30-10.30
10.30-12.00
Thursday 23 July 2009
08.30-11.30
12.30–16.00
Friday 24 July 2009
08.30-11.30
13.00-16.00
- Thainess in the Hospitality Industry
- Service Quality Management (Industry Speaker)
- Management of Hotel Distribution Channels
- Health and Wellness Service Management
Lecturer
Room
CHE
TBA
Assoc.Prof.Dr. Tatree Nontasak
Asst.Prof. Nongnuj Sritanaanant
TBA
TBA
Dr. Aswin Saengpikul
Ms.Daosook Boonyasarn
to accompany
Asst.Prof. Montakan Lancaster
Mr.Tirasak Termsubsarn
TBA
(Trip to Grand
Hyatt or Inter
Continental Hotel)
TBA
TBA
TBA
- Crisis Management in Hospitality
Topic
Dr. Kom Campiranon
Lecturer
Room
TBA
- Food and Culture
- Lunch – Kan Tok Style
Mr. Rachadej Suksin
and Team
TBA
- Thai Cuisine to the Global Market
Visit to famous food market
TBA
TBA
- Thai Cookery
- Thai Cooking Demonstration and Practice
Mr. Wiboonsak Pigul
and Team
TBA
- Alcoholic Beverage in Thailand
- Field Trip to a Beverage Company
Asst.Prof. Chonticha Bunnag
TBA
- Examination
- Student Project Presentation
Project Committee
As of 18/02/2009
Tourism Management in Thailand 2009
Silpakorn University
Course Syllabus for Tourism Management in Thailand
Course Description:
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.
Course Highlights
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.
Subjects Description
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.
Teaching Staff
CHANAN VONGVIPAK
Academic Title:Associate Professor
Nationality:
Thai
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
Asian Countries.”
Pornpimol SENAWONG
Academic Title:
Associate Professor
HOME ADDRESS:
71/4 Soi Nonthaburi 14, Nonthaburi I Rd.
Nonthaburi 11000, THAILAND
PHONE: 66+2+525+0779
MOBILE PHONE: 66+81+832+1132
OFFICE:
Department of Western Languages
Faculty of Archaeology
Silpakorn University
Na Phra Larn Rd.
Bangkok 10200, THAILAND
PHONE: 66+2+221-5875
EMAIL: senawong@su.ac.th
DATE OF BIRTH:
November 22, 1947
MARITAL STATUS:
Single
EDUCATIONAL BACKGROUND:
Year
19851989
1978
19711972
19641968
Institution
Field of Studies
Degree/Certificate
Monash University
Linguistics
Victoria, Australia
SEAMEO Regional
Linguistic Analysis
Language
Centre,
Singapore
Indiana University
Teaching English as
Indiana, Bloomington,
a Second
Indiana, USA
Language
Chulalongkorn University
English
Bangkok, Thailand
Ph.D.
Certificate
M.S. ((in Ed.)
B. Ed.
EMPLOYMENT RECORD:
June 1973 - Present
Department of Western Languages
Faculty of Archaeology, Silpakorn University
Na Phra Larn Rd.
Bangkok 10200, THAILAND
May 1968 –
June 1973
RajamanglaUniversity of Technology Isan
744 Suranarai Rd.
Nakhon Ratchasima 30000
THAILAND
PAST EXPERIENCE:
1996- Present
1990-1992
1990
1977-1981
1980-1981
1975-1979
Member, Academic Committee, Faculty of Archaeology, Silpakorn
University
Member, National Co-ordinating Board for SEAMEO Regional
Language Centre
Member, Board of the Thai-Australian Studies Program (TASP)
Head, Department of Western Languages, Faculty of Archaeology,
Silpakorn University
Chair, Working Group for the Development of Foreign Language
Instructional Materials, Silpakorn University
Secretary, Faculty Board, Faculty of Archaeology, Silpakorn
University
ACADEMIC TITLE:
1984-Present
1979-1984
1973-1979
Associate Professor
Assistant Professor
Lecturer
SCHOLARSHIP AWARDED:
1985-1989
1979
1978
1971-1972
The Australian Government Scholarship
The Australian Government Scholarship
SEAMEO Regional Language Centre, Singapore
Thai-American Educational Foundation (Fulbright)
Delta Kappa Gamma World Fellowship
PUBLICATIONS:
Book:
Thai Ties: Social customs and cultural traits that tie all Thais together, 2006, Bangkok:
Samaphan.
Research:
 “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.
THANIK LERTCHARNRIT
Academic Title: Associate Professor
Office
Department of Archaeology
Silpakorn University
Na Pra Lan Road
Bangkok 10200, Thailand
Phone: (66-2) 224-7684
Fax: (66-2) 226-5355
E-mail: thaniksu@gmail.com
Home
49/132 Sanambinnam Road
Bangkraso, Muang District
Nonthaburi 11000
Thailand
Phone: (66-2) 968-2207
Fax: (66-2) 527-1272
E-mail: thanik@su.ac.th
EDUCATION
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
PROFESSIONAL APPOINTMENT
 Associate Professor, Department of Archaeology, Silpakorn University, Bangkok
(2006-present)
 Assistant Professor, Department of Archaeology, Silpakorn University, Bangkok
(2003-2006)
 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,
Pattani (1986-1993)
 Archaeologist, Division of Archaeology, Fine Arts Department, Bangkok (1985-1986)
RESEARCH INTERESTS
Cultural Resource Management, Archaeological Method and Theory, Human Evolution, Ceramic Analysis,
Lithic Analysis, Early Complex Societies; Thailand and Southeast Asia
TEACHING EXPERIENCE
Undergraduate Courses:
History of Archaeological Thought and Theory
Cultural Resources Management
English Readings in Archaeology
Archaeological Science
World Civilizations
Human Evolution
Archaeological Excavation
Dr. M.R. Suriyavudh Sukhasvasti
Academic Title: Professor
Nationality:
Thai
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)
NUSARA WINITCHAIYANAN
Academic Title: Lecturer
Nationality:
Thai
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
University
- Lecturer
Mr. Rheut Nakchuen
Academic Title: Lecturer
Profile:
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.
Experience:
- 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.
Education:
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, Thailand
Date
time
Mon. 27 July 09 09.00 - 12.00 a.m
01.00 - 04.00 p.m.
Tue. 28 July 09 09.00 - 12.00 a.m
01.00 - 04.00 p.m.
Wed. 29 July 09 09.00 - 12.00 a.m.
01.00 - 04.00 p.m.
Topics
Welcome to Silpakorn
University
Orientation
Service Psychology
Tourism in Thailand: an ongoing evolution
The Thai Way of Living and
cultural tourism
Thailand’s World Heritage sites
and historical tourism
Excursion Grand Palace Wat
Phra Kaeo
Thu. 30 July 09 09.00 - 12.00 a.m.
Nostalgia and Tourism
01.00 - 04.00 p.m.
Culture & Thai Society
Fri. 31 July 09
07.00 a.m.-06.00 p.m. Excursion (e.g. cruise)
Ayutthaya Province
Mon. 3 Aug. 09 09.00-12.00 a.m.
- Natural and eco-tourism
- Cultural Tourism
- Home-stay & Long-stay
Tue. 4-Thur. 6 06.30 a.m.
Home-stay
Aug. 09
Nakornsawan Province
Fri. 7 Aug.09
09.00-12.00 a.m.
Tourism Marketing
01.00-04.00 p.m.
Report/Presentation Exam.
Note: Evaluation
1. Assignment (25 marks)
Lecturer
Lecture Nusara Winitchainan
Assoc. Prof. Chanan
Vongvipak
Lecture Assoc. Prof.
Pornpimol Senawong
Lecture Prof. Dr. M.R.
Suriyavudh
Sukhasvasti
Field
Prof. Dr. M.R.
Study Suriyavudh
Sukhasvasti
Assoc. Prof. Dr.
Thanik Lertcharnrit
Lecture Assoc. Prof. Chanan
Vongvipak
Field
Rheut Nakchuen
Study
Lecture Assoc. Prof. Chanan
Vongvipak
Varapon Montrivade
Field
Assoc. Prof. Chanan
Study Vongvipak
Varapon Montrivade
Lecture Sasithorn Rujirawisit
Place
R. 3201-2
R. 3201-2
R. 3201-2
R. 3201-2
R. 3201-2
R. 3201-2
R. 3201-2
Ayutthaya
Province
R. 3201-2
Nakornsaw
an Province
R. 3201-2
Assoc. Prof. Chanan R. 3201-2
Vongvipak
Varapon Montrivade
2. Field Report (25 marks)