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 political-economic 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 dishes3. Reasons for the growth of the tourism industry in Thailand4. Factors explaining the prestigious appeal of Thailand as a global destination5. 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 materialsEVALUATION

Hospitality ManagementClass 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 OutlineHospitality Management

July 13 - AUGUST 7, 2009

Week Topics Lecturer Room

WEEK 1

Monday

13 July 2009 Overall group orientation by CHE

CHE TBA

Tuesday

14 July 2009

08.30-09.30

• Orientation on DPU campus Assoc.Prof. Dr Tatree

Nontasak

TBA

10.00-12.00

• An overview of the Thai hospitality industry

- Components

- Historical development

- Industry size & figures

- Hotel classification

- Hotel standard

- Situation & Trends

Asst.Prof. Nongnuj

Sritanaanant

TBA

13.00-14.30

• Thainess in the Hospitality

- 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

Dr. Aswin Saengpikul TBA

Wednesday

15 July 2009

08.30-14.30

- Service Quality Management

( Industry Speaker)

Ms.Daosook

Boonyasarn

to accompany

(Trip to

Grand

Hyatt or

Inter

Continenta

l Hotel)

Thursday • Management of Hotel Distribution Channels Asst.Prof. Montakan TBA

16 July 2009

08.30-11.30

- Hotel distribution channels

- Factor effecting distribution channels

productiveness

- Distribution channels evaluation methods

- Trends and issues relating to hotel distribution

Channels

Lancaster

10.30-12.00

• Health and Wellness Service

Management

- 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

Mr.Tirasak

Termsubsarn

TBA

Friday

17 July 2009

10.30-11.30

• Crisis Management in Hospitality

- 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

Dr. Kom Campiranon TBA

WEEK 2

Monday

20 July 2009

08.30-11.30

11.30-13.00

Food and Culture

- The Thai kitchen in the past and the present

- The Royal Palace-The origin of typical

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

Mr. Rachadej Suksin

and Team

TBA

Tuesday

21 July 2009

• Thai Cuisine to the Global Market

Visit to famous local food market

TBA TBA

08.30-10.30

10.00-12.00

Wednesday

22 July 2009

08.30-10.30

10.30-12.00

• Thai cookery

- Methods of cooking

- Main ingredients for Thai food

- Basic Thai Herbs & Spices

- 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

Mr. Wiboonsak Pigul

and Team

DPU

Place

Lobby &

Bar

Thursday

23 July 2009

08.30-11.3012.30–16.00

• Alcoholic Beverage in Thailand

- The importance of beverage service

- Aperitifs : Wines

- Spirits : White / Colour

Spirits,Brandy

- Wine : Wine serving

- Beer

Field Trip to a Beverage Company

Asst.Prof. Chonticha

Bunnag

TBA

Friday

24 July 2009

08.30-11.30 13.00-16.00

• Examination

• Student Project Presentation

-

TBA

Brief Course OutlineHospitality and Tourism Management in Thailand

( Hospitality portion to be conducted at Dhurakij Pundit University, Thailand)

July 13 – August 7, 2009 (25 Students)

Week1 Topic Lecturer RoomMonday 13

July 2009Overall group orientation by CHE

CHE TBA

Tuesday 14 July 2009

08.30-09.30- Orientation by DPU Assoc.Prof.Dr.

Tatree NontasakTBA

10.00-12.00

- Overview of the Thai Hospitality Industry

Asst.Prof. Nongnuj Sritanaanant

TBA

13.00 - 14.30

- Thainess in the Hospitality Industry

Dr. Aswin Saengpikul

TBA

Wednesday 15 July 2009

08.30-14.30

- Service Quality Management (Industry Speaker)

Ms.Daosook Boonyasarn

to accompany

(Trip to Grand

Hyatt or Inter

Continental Hotel)

Thursday 16 July 2009

08.30-11.30- Management of Hotel Distribution Channels

Asst.Prof. Montakan Lancaster

TBA

13.00-14.30 - Health and Wellness Service Management

Mr.Tirasak Termsubsarn

TBA

Friday 17 July 2009

08.30-11.30- Crisis Management in Hospitality

Dr. Kom Campiranon

TBA

Week2 Topic Lecturer RoomMonday 20

July 200908.30-11.3011.30-13.00

- Food and Culture- Lunch – Kan Tok Style

Mr. Rachadej Suksin

and Team

TBA

Tuesday 21 July 2009

08.30-11.3013.00-15.00

- Thai Cuisine to the Global Market Visit to famous food market

TBATBA

Wednesday 22 July 2009

08.30-10.3010.30-12.00

- Thai Cookery- Thai Cooking Demonstration and Practice

Mr. Wiboonsak Pigul

and Team

TBA

Thursday 23 TBA

July 200908.30-11.3012.30–16.00

- Alcoholic Beverage in Thailand

- Field Trip to a Beverage Company

Asst.Prof. Chonticha Bunnag

Friday 24 July 200908.30-11.30 13.00-16.00

- Examination- Student Project Presentation

Project Committee

TBA

As of 18/02/2009

Tourism Management in Thailand 2009Silpakorn 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 HighlightsInternational 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 ThailandInform 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 TourismDeal 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 MarketingFocuses 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 societyExamines 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 TourismCompare 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 SENAWONGAcademic Title: Associate Professor

HOME ADDRESS: 71/4 Soi Nonthaburi 14, Nonthaburi I Rd.Nonthaburi 11000, THAILANDPHONE: 66+2+525+0779MOBILE PHONE: 66+81+832+1132

OFFICE: Department of Western LanguagesFaculty of ArchaeologySilpakorn UniversityNa Phra Larn Rd.Bangkok 10200, THAILANDPHONE: 66+2+221-5875EMAIL: senawong@su.ac.th

DATE OF BIRTH: November 22, 1947

MARITAL STATUS: Single

EDUCATIONAL BACKGROUND:

Year Institution Field of Studies Degree/Certificate

1985-1989

Monash UniversityVictoria, Australia

Linguistics Ph.D.

1978 SEAMEO RegionalLanguage Centre, Singapore

Linguistic Analysis Certificate

1971-1972

Indiana UniversityIndiana, Bloomington,Indiana, USA

Teaching English as a SecondLanguage

M.S. ((in Ed.)

1964-1968

Chulalongkorn UniversityBangkok, Thailand

English B. Ed.

EMPLOYMENT RECORD:

June 1973 - Present Department of Western LanguagesFaculty of Archaeology, Silpakorn UniversityNa Phra Larn Rd.Bangkok 10200, THAILAND

May 1968 – June 1973

RajamanglaUniversity of Technology Isan744 Suranarai Rd.Nakhon Ratchasima 30000THAILAND

PAST EXPERIENCE:

1996- Present Member, Academic Committee, Faculty of Archaeology, Silpakorn University

1990-1992 Member, National Co-ordinating Board for SEAMEO Regional Language Centre

1990 Member, Board of the Thai-Australian Studies Program (TASP)1977-1981 Head, Department of Western Languages, Faculty of Archaeology,

Silpakorn University1980-1981 Chair, Working Group for the Development of Foreign Language

Instructional Materials, Silpakorn University1975-1979 Secretary, Faculty Board, Faculty of Archaeology, Silpakorn

University

ACADEMIC TITLE:

1984-Present Associate Professor1979-1984 Assistant Professor1973-1979 Lecturer

SCHOLARSHIP AWARDED:

1985-1989 The Australian Government Scholarship1979 The Australian Government Scholarship1978 SEAMEO Regional Language Centre, Singapore1971-1972 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 HomeDepartment of Archaeology 49/132 Sanambinnam RoadSilpakorn University Bangkraso, Muang District Na Pra Lan Road Nonthaburi 11000Bangkok 10200, Thailand ThailandPhone: (66-2) 224-7684 Phone: (66-2) 968-2207Fax: (66-2) 226-5355 Fax: (66-2) 527-1272E-mail: thaniksu@gmail.com E-mail: thanik@su.ac.th

EDUCATION2001 Ph.D. (Anthropology), Washington State University, Pullman, USA1997 M.A. (Anthropology), Washington State University, Pullman, USA1985 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 INTERESTSCultural Resource Management, Archaeological Method and Theory, Human Evolution, Ceramic Analysis, Lithic Analysis, Early Complex Societies; Thailand and Southeast Asia

TEACHING EXPERIENCEUndergraduate Courses:

History of Archaeological Thought and TheoryCultural Resources Management English Readings in ArchaeologyArchaeological ScienceWorld CivilizationsHuman EvolutionArchaeological Excavation

Dr. M.R. Suriyavudh Sukhasvasti Academic Title: ProfessorNationality: 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, FranceExperience: - Ancient Capitals of Thailand (Bangkok : River Books, 1995)

NUSARA WINITCHAIYANAN

Academic Title: LecturerNationality: 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 — 2007worked 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 - 2007worked 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 - 2008worked 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 ’2009Course Outline "Tourism Management" Hospitality and

Tourism Management in ThailandFaculty of Archaeology, Silpakorn University,

Thailand

Date time Topics Lecturer PlaceMon. 27 July 09

09.00 - 12.00 a.m

Welcome to Silpakorn UniversityOrientation

01.00 - 04.00 p.m.

Service Psychology

Lecture

Nusara Winitchainan

R. 3201-2

Tue. 28 July 09

09.00 - 12.00 a.m

Tourism in Thailand: an on-going evolution Lect

ure

Assoc. Prof. Chanan Vongvipak

R. 3201-2

01.00 - 04.00 p.m.

The Thai Way of Living and cultural tourism

Assoc. Prof. Pornpimol Senawong

R. 3201-2

Wed. 29 July 09

09.00 - 12.00 a.m.

Thailand’s World Heritage sites and historical tourism

Lecture

Prof. Dr. M.R. Suriyavudh Sukhasvasti

R. 3201-2

01.00 - 04.00 p.m.

Excursion Grand Palace Wat Phra Kaeo

Field Study

Prof. Dr. M.R. Suriyavudh Sukhasvasti

R. 3201-2

Thu. 30 July 09

09.00 - 12.00 a.m.

Nostalgia and Tourism

Lecture

Assoc. Prof. Dr. Thanik Lertcharnrit

R. 3201-2

01.00 - 04.00 p.m.

Culture & Thai Society

Assoc. Prof. Chanan Vongvipak

R. 3201-2

Fri. 31 July 09

07.00 a.m.-06.00 p.m.

Excursion (e.g. cruise)Ayutthaya Province

Field Study

Rheut Nakchuen

Ayutthaya Province

Mon. 3 Aug. 09

09.00-12.00 a.m.

- Natural and eco-tourism- Cultural

Lecture

Assoc. Prof. Chanan Vongvipak

R. 3201-2

Tourism- Home-stay & Long-stay

Varapon Montrivade

Tue. 4-Thur. 6 Aug. 09

06.30 a.m. Home-stayNakornsawan Province

Field Study

Assoc. Prof. Chanan VongvipakVarapon Montrivade

Nakornsawan Province

Fri. 7 Aug.09

09.00-12.00 a.m.

Tourism Marketing

Lecture

Sasithorn Rujirawisit

R. 3201-2

01.00-04.00 p.m.

Report/Presentation Exam.

Assoc. Prof. Chanan VongvipakVarapon Montrivade

R. 3201-2

Note: Evaluation 1. Assignment (25 marks) 2. Field Report (25 marks)