COURSE SYLLABUS

COURSE TITLE : Hospitality and Tourism Management in Tailand

!a"ulty # $rogram : Hospitality and Tourism Management
%UMBER O! CRE&ITS : ' ()*)*+, "redits
&URATIO% : July 13 August 7, 2009
COURSE CO*OR&I%ATORS : Asst-$ro.- Monta/an Lan"aster
&ura/i0 $undit Uni1ersity
: Asso"-$ro.- Canan 2ong1ipa/
Silapa/orn Uni1ersity
COURSE &ESCRI$TIO%:
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 Thailands culinary
heritage to the worlds 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 "sia and Thailand!
discourse on cultural heritage management and tourism.

COURSE OB3ECTI2ES :
"fter completion of this course students should be acquainted with
#. $odern hotel and restaurant management practices
%. Thai cuisine, from typical ingredients through to signature dishes
&. 'easons for the growth of the tourism industry in Thailand
(. )actors e*plaining the prestigious appeal of Thailand as a global destination
+. Sustainable and communitybased tourism management practices in Thailand
LECTURES A%& E&UCATIO%AL ACTI2ITIES
$ethods of delivery include lectures, demonstrations, cookery classes, group activities, fieldtrips, reports
and presentations.
RE4UIRE& REA&I%5S
,ecturers handouts and recommended materials
E2ALUATIO%
Hospitality Management
-lass attendance . participation %/ 0
1*amination . 2ro3ect presentation &/ 0
Tourism Management
"ssignment %+ 0
)ield 'eport %+ 0
Total #// 0
Students are re6uired to attend at least 789 o. "lasses-

Course Outline
Hospitality Management
3uly :' * AU5UST ;< )88=
>ee/ Topi"s Le"turer Room
>EE? :
Monday
#& 4uly %//5 6verall group orientation by -H1
-H1 T7"
Tuesday
:@ 3uly )88=
/8.&//5.&/
9 6rientation on :2; campus "ssoc.2rof. :r Tatree
<ontasak
T7"
#/.//#%.//
9 "n overview of the Thai hospitality industry
-omponents
Historical development
Industry si=e . figures
Hotel classification
Hotel standard
Situation . Trends
"sst.2rof. <ongnu3
Sritanaanant
T7"
#&.//#(.&/
9 Thainess in the Hospitality
7ackground
Introduction of Thainess to the
hospitality industry
>ey elements of Thainess in the
hospitality industry
Thainess and marketing implications
Sharing and learning e*perience of
Thainess among ;$"2 participants
:r. "swin Saengpikul T7"
>ednesday
:+ 3uly )88=
/8.&/#(.&/
Service ?uality $anagement
@ Industry SpeakerA
$s.:aosook
7oonyasarn
to accompany
@Trip to
Brand
Hyatt or
Inter
-ontinenta
l HotelA
Tursday
:A 3uly )88=
/8.&/##.&/
9 $anagement of Hotel :istribution -hannels
Hotel distribution channels
)actor effecting distribution channels
"sst.2rof. $ontakan
,ancaster
T7"
productiveness
:istribution channels evaluation methods
Trends and issues relating to hotel distribution
-hannels
#/.&/#%.//
9 Health and Cellness Service
$anagement
Introduction to Health and Cellness Industry
-lassification and Important of Services
in H.C
1motional 1*periences and -ustomer
Satisfaction ,evels
2roducts and 2eopleDServices
-ase Study E -hivasom
$r.Tirasak
Termsubsarn
T7"
!riday
:; 3uly )88=
#/.&/##.&/
9 -risis $anagement in Hospitality
Introduction to crisis management
in the hospitality Industry
-risis that affect the hospitality industry
-risis vulnerability in the hospitality
industry
-risis management model
-risis management strategies in the
hospitality industry
:r. >om -ampiranon T7"
>EE? )
Monday
)8 3uly )88=
/8.&/##.&/
##.&/#&.//
)ood and -ulture
The Thai kitchen in the past and the present
The 'oyal 2alaceThe origin of typical
Thai dishes
Thai rice F sustaining and shaping Thai 'ice
-haracteristics of Thai people s :iet
Thai cuisinemastering the art of versatility
Thai food and Thai superstitions
$r. 'achade3 Suksin
and Team
T7"
Tuesday
): 3uly )88=
/8.&/#/.&/
#/.//#%.//
9 Thai -uisine to the Blobal $arket
Gisit to famous local food market
T7" T7"
>ednesday
)) 3uly )88=
/8.&/#/.&/
#/.&/#%.//
9 Thai cookery
$ethods of cooking
$ain ingredients for Thai food
7asic Thai Herbs . Spices
Thai >itchen ;tensils
)amous Thai dishes @middle regionA
9 Thai food 2reparation . 2ractical -lasses
2ractical -lasses H
Thai Brilled -hicken
)ried -hicken with 7asil ,eaves
Tom Ium Soup
Som Tum Salad
$r. Ciboonsak 2igul
and Team
:2;
2lace
,obby .
7ar
Tursday
)' 3uly )88=
/8.&/##.&/
#%.&/F#J.//
9 "lcoholic 7everage in Thailand
The importance of beverage service
"peritifs H Cines
Spirits H Chite E -olour
Spirits,7randy
Cine H Cine serving
7eer
)ield Trip to a 7everage -ompany
"sst.2rof. -honticha
7unnag
T7"
!riday
)@ 3uly )88=
/8.&/##.&/
#&.//#J.//
9 1*amination
9 Student 2ro3ect 2resentation

T7"
Brief Course Outline
Hospitality and Touris !anageent in T"ailand
# Hospitality portion to $e %ondu%ted at &"ura'i( )undit *ni+ersity,
T"ailand,
July 13 August 7, 2009 #2- .tudents,
/ee'1 Topi% 0e%turer 1oo
!onday 13 July
2009
Overall group orientation by
CHE
CHE TBA
Tuesday 12 July
2009
08.30-09.30
- Orientation by DPU Ao!.Pro".Dr. Tatree
#ontaa$
TBA
%0.00-
%&.00
- Overvie' o" t(e T(ai
Hopitality )n*utry
At.Pro". #ongnu+
,ritanaanant
TBA
%3.00 -
%-.30
- T(aine in t(e Hopitality
)n*utry
Dr. A'in ,aengpi$ul TBA
/ednesday 1-
July 2009
08.30-%-.30
- ,ervi!e .uality /anage0ent
1)n*utry ,pea$er2
/.Daooo$
Boonyaarn
to a!!o0pany
1Trip to
3ran* Hyatt
or )nter
Continental
Hotel2
T"ursday 13 July
2009
08.30-%%.30
- /anage0ent o" Hotel
Ditribution C(annel
At.Pro". /onta$an
4an!ater
TBA
%3.00-%-.30 - Healt( an* 5ellne ,ervi!e
/anage0ent
/r.Tiraa$
Ter0ubarn
TBA
4riday 17 July
2009
08.30-%%.30
- Crii /anage0ent in
Hopitality
Dr. 6o0 Ca0piranon
TBA
/ee'2 Topi% 0e%turer 1oo
!onday 20 July
2009
08.30-%%.30
%%.30-%3.00
- 7oo* an* Culture
- 4un!( 8 6an To$ ,tyle
/r. 9a!(a*e+ ,u$in
an* Tea0
TBA
Tuesday 21 July
2009
08.30-%%.30
%3.00-%:.00
- T(ai Cuiine to t(e 3lobal
/ar$et
;iit to "a0ou "oo* 0ar$et
TBA
TBA
/ednesday 22
July 2009
08.30-%0.30
%0.30-%&.00
- T(ai Coo$ery
- T(ai Coo$ing De0ontration
an* Pra!ti!e
/r. 5iboona$ Pigul
an* Tea0
TBA
T"ursday 23 July
2009
08.30-%%.30
%&.308%<.00
- Al!o(oli! Beverage in
T(ailan*
- 7iel* Trip to a Beverage
Co0pany
At.Pro". C(onti!(a
Bunnag
TBA
4riday 22 July
2009
08.30-%%.30
%3.00-%<.00
- E=a0ination
- ,tu*ent Pro+e!t Preentation
Pro+e!t Co00ittee
TBA
A o" %8>0&>&009
Tourism Management in Tailand )88=
Silpa/orn Uni1ersity
Course SyllaBus .or Tourism Management in Tailand
Course &es"ription:
'ole of tourism in economic and society from 2olitical1conomic approach and )unctional
approach. :imensions of tourism in Southeast "sia and Thailand. :iscourse on cultural heritage
management and tourism.
Course OB0e"ti1e :
To intensify attendances for general knowledge about tourism and to help students to clarify benefits
and impacts of tourism.
Course Higligts
International Tourism -ourse %//5 at Silpakorn ;niversity 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 e*perience, but also active involvement in applying the
knowledge into organi=ing and managing their own tours in Thailand. ,ectures, class activities and field
trips are conducted and supervised by Silpakorn ;niversity academics who are e*perts 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.
SuB0e"ts &es"ription
#. Tourism in Thailand
Inform the development of tourism since Corld Car II. How and why tourism business get going by
conceptuali=ing tourismKs place in development. Tourism impacts on economic, environment, society
and culture are focused.
%. <ostalgia and Tourism
:eal with tangible and intangible heritage and heritage management in global perspective and in the
conte*t of Thailand. 2ublic sectors and nongovernment organi=ationKs role in cultural heritage
management is emphasi=ed. :iscussion about the possible relationships between tourism and cultural
heritage management is the main discussion issue.
&. Tourism $arketing
)ocuses more closely on the actual tourist component. 'eviews the ma3or market trends that have
influenced the tourism sector since Corld Car II. :iscusses the destination selection process undertaken
by potential tourists. -onsiders the importance of tourist market segmentation.
(. Thai culture and society
1*amines the formation of Thai culture and society from Sukhothai period till present time. The
influence of ancient Indian civili=ation, ancient >hmer civili=ation, -hinese civili=ation and Cestern
civili=ation are the main topics of the study not to mention social and cultural change in the country
since coloni=ation period to present.
+. ThailandKs Corld Heritage sites and historical tourism.
-onsiders important heritage sites that attract tourists most especially historical parks e.g. "yutthaya
historical parks. Chy tourists aim to visit national historical heritages. Chat motivate international
tourism to intangible culture of Thailand.
J. Thai Cay of ,iving and -ultural Tourism
-ompare Breat Tradition and ,ittle Tradition. )estivals national wide, agricultural festivals,
traditional events 7uddhist -eremonies and invented traditions are e*amined. Cays to manage living
culture for tourism are directed.
L. 1*cursion to Brand palace 7angkok and e*cursion to Historical 2ark "yutthaya "ll e*cursions are
field trips to stimulate trainees to understand the important role of cultural heritage in tourism.
8. 1cotourism and -ultural tourism.
Survey ecosystem and national parks. :iscuss basic concepts of ecotourism and cultural tourism.
:ifferent nature of ecotourism and cultural tourism is main issue of discussion. "nswer the question how
to maintain ecotourism and cultural tourism to achieve sustainable management.
5. Home stay at <akornsawan.
"im to increase direct e*periences about alternative tourism! home stay. Trainees participate all
activities after the host.
Tea"ing Sta..
CHA%A% 2O%52I$A?
A"ademi" Title:"ssociate 2rofessor
%ationality: Thai
Edu"ation: #5L% 7.". @"nthropologyA Silpakorn ;niversity
#5L8 $.". @"nthropologyA "ustralian <ational ;niversity, "ustralia
O""upation: #5L(%//( ,ecturer at :ept. of "nthropology Silpakorn ;niversity.
ECperien"e: #58J 'esearch on Socioeconomic of a village in mangrove
#588#55% 'esearch on Thai traditional te*tiles
%//& 'esearch on ;rban Tourism
$uBli"ations: #5LL -ommunity Study of Sukhothai 2rovince.
#55# Thai ,Me Te*tiles
#558 ;rban "nthropologyH 6ur <eighbors, " Study of " Social
6rgani=ation of 7usarin Gillage. 7ang 7ua Thong.
%/// ,ocal Thai Cisdoms
%//( Tourism in 7angkok
%//J -ultural Tourism
%//8 N,eaving on the 4et 2lane H -ultural Tourism across Southeast
"sian -ountries.O
$ornpimol SE%A>O%5
A"ademi" Title: "ssociate 2rofessor
HOME A&&RESS: L#E( Soi <onthaburi #(, <onthaburi I 'd.
<onthaburi ##///, TH"I,"<:
$HO%E: JJP%P+%+P/LL5
MOBILE $HO%E: JJP8#P8&%P##&%
O!!ICE: :epartment of Cestern ,anguages
)aculty of "rchaeology
Silpakorn ;niversity
<a 2hra ,arn 'd.
7angkok #/%//, TH"I,"<:
$HO%EH JJP%P%%#+8L+
EMAIL: senawongQsu.ac.th
&ATE O! BIRTH: <ovember %%, #5(L
MARITAL STATUS: Single
E&UCATIO%AL BAC?5ROU%&H
Year Institution !ield o. Studies &egree#Certi.i"ate
#58+
#585
$onash ;niversity
Gictoria, "ustralia
,inguistics 2h.:.
#5L8 S1"$16 'egional
,anguage -entre,
Singapore
,inguistic "nalysis -ertificate
#5L#
#5L%
Indiana ;niversity
Indiana, 7loomington,
Indiana, ;S"
Teaching 1nglish as
a Second
,anguage
$.S. @@in 1d.A
#5J(
#5J8
-hulalongkorn ;niversity
7angkok, Thailand
1nglish 7. 1d.
EM$LOYME%T RECOR&:
4une #5L& 2resent :epartment of Cestern ,anguages
)aculty of "rchaeology, Silpakorn ;niversity
<a 2hra ,arn 'd.
7angkok #/%//, TH"I,"<:
$ay #5J8 F
4une #5L&
'a3amangla;niversity of Technology Isan
L(( Suranarai 'd.
<akhon 'atchasima &////
TH"I,"<:
$AST ED$ERIE%CE:
#55J 2resent $ember, "cademic -ommittee, )aculty of "rchaeology, Silpakorn
;niversity
#55/#55% $ember, <ational -oordinating 7oard for S1"$16 'egional
,anguage -entre
#55/ $ember, 7oard of the Thai"ustralian Studies 2rogram @T"S2A
#5LL#58# Head, :epartment of Cestern ,anguages, )aculty of "rchaeology,
Silpakorn ;niversity
#58/#58# -hair, Corking Broup for the :evelopment of )oreign ,anguage
Instructional $aterials, Silpakorn ;niversity
#5L+#5L5 Secretary, )aculty 7oard, )aculty of "rchaeology, Silpakorn
;niversity
ACA&EMIC TITLE:
#58(2resent "ssociate 2rofessor
#5L5#58( "ssistant 2rofessor
#5L&#5L5 ,ecturer
SCHOLARSHI$ A>AR&E&:
#58+#585 The "ustralian Bovernment Scholarship
#5L5 The "ustralian Bovernment Scholarship
#5L8 S1"$16 'egional ,anguage -entre, Singapore
#5L##5L% Thai"merican 1ducational )oundation @)ulbrightA
:elta >appa Bamma Corld )ellowship
$UBLICATIO%S:
7ookH
Thai Ties: Social customs and cultural traits that tie all Thais together, %//J, 7angkokH
Samaphan.
'esearchH
N<ative 1nglish Speaking InstructorsH " >ey 1lement in the ?uality "ssurance of 1nglish
,earning and Teaching in the State Higher 1ducation InstitutionsO, %//(, Silpakorn
;niversity 'esearch and :evelopment Institute )und.
NIntercultural -ommunication in the Thai Social -onte*tH Strategies and Gariation
2atternsO,#555, Silpakorn ;niversity 'esearch and :evelopment Institute )und.
THA%I? LERTCHAR%RIT
A"ademi" Title: "ssociate 2rofessor
O..i"e Home
:epartment of "rchaeology (5E#&% Sanambinnam 'oad
Silpakorn ;niversity 7angkraso, $uang :istrict
<a 2ra ,an 'oad <onthaburi ##///
7angkok #/%//, Thailand Thailand
2honeH @JJ%A %%(LJ8( 2honeH @JJ%A 5J8%%/L
)a*H @JJ%A %%J+&++ )a*H @JJ%A +%L#%L%
1mailH thaniksuQgmail.com 1mailH thanikQsu.ac.th
E&UCATIO%
%//# 2h.:. @"nthropologyA, Cashington State ;niversity, 2ullman, ;S"
#55L $.". @"nthropologyA, Cashington State ;niversity, 2ullman, ;S"
#58+ 7.". @with HonorA @"rchaeologyA, Silpakorn ;niversity, 7angkok, Thailand

$RO!ESSIO%AL A$$OI%TME%T
"ssociate 2rofessor, :epartment of "rchaeology, Silpakorn ;niversity, 7angkok
@%//JpresentA
"ssistant 2rofessor, :epartment of "rchaeology, Silpakorn ;niversity, 7angkok
@%//&%//JA
,ecturer, :epartment of "rchaeology, Silpakorn ;niversity, 7angkok @#55+%//&A
-ultural 6fficer, 6ffice of <ational -ulture -ommission, 7angkok @#55&#55+A
"rchaeologist, -enter for Southern Thailand Studies, 2rince of Songkla ;niversity,
2attani @#58J#55&A
"rchaeologist, :ivision of "rchaeology, )ine "rts :epartment, 7angkok @#58+#58JA
RESEARCH I%TERESTS
-ultural 'esource $anagement, "rchaeological $ethod and Theory, Human 1volution, -eramic "nalysis,
,ithic "nalysis, 1arly -omple* Societies! Thailand and Southeast "sia
TEACHI%5 ED$ERIE%CE
Undergraduate Courses:
History of "rchaeological Thought and Theory
-ultural 'esources $anagement
1nglish 'eadings in "rchaeology
"rchaeological Science
Corld -ivili=ations
Human 1volution
"rchaeological 1*cavation
&r5 !515 .uriya+ud" .u'"as+asti
A"ademi" Title: 2rofessor
%ationality: Thai
Edu"ation: :iplome dK1tudes "pprofondies en 1tudes Indiennes @Historie et "rchaeologieA
@$ention Tres 7ienA, ;niversite de 2aris III @Sorbonne<ouvelleA, 2aris, )rance
:octorat de &e cycle en 1tudes Indiennes @Historie et "rchaeologieA
@$ention Tres 7ienA, ;niversite de 2aris III @Sorbonne<ouvelleA, 2aris, )rance
ECperien"e: "ncient -apitals of Thailand @7angkok H 'iver 7ooks, #55+A
%USARA >I%ITCHAIYA%A%
A"ademi" Title: ,ecturer
%ationality: Thai
Birtday: September #L, #5L#
Edu"ation: %+&5%+(# 'oetampton Institute ,ondon, ;niveristy of ,uke ;>
$.". in Sociology and "nthropology of Travel and Tourism
%+&&%+&J Silpakorn ;niversity
7achelor of "rt in History of "rt
ECperien"e: %++/ :epartment of Tourism $anagement, )aculty of $anagement
Science, Silpakorn ;niversity
%+(5 International -ollege 'a3apat Suansunanta ;niversity
Gisiting ,ecturer
%+(J%+(5 <ew Hampshire Insurance
Secretary to Senior Gice 2resident
%+(+%+(J 'ose Barden "prime 'esort
7usiness :evelopment $anager
%+(%%+(+ :epartment of Hospitality $anagement, )aculty of ,iberal "rts, Sripatum
;niversity
,ecturer
Mr- Reut %a/"uen
A"ademi" Title: ,ecturer
$ro.ile:
$y name is 'heut <akchuen Im currently a freelance tourist guide. )or high school I had graduated from
Suankularb wittayalai school and for ;niversity I had graduated from Silpakorn university faculty of
archaeology, ma3or in archaeology and minor in art history. <ow Im working in the field of travel business
and had got a tourist guide licence from T.".T by #L march %//8.
ECperien"e:
- Freelance Archaeologist, Surasak company; sakaeo 2006
worked on an e*cavation site at sadok kok thom sanctuary as a freelance archaeologist.
- Operation assistant, Petra travel; angkok 200!
worked on the tour operation system for the 2etra travel company that involved :eveloped of tour
program, -oordinate with travel suppliers such as hotels, tour operators, and travel agencies, 7ooking
process and sales volumes.
- "ui#e assistant, $niversity moility in asia an# paci%ic pro&ect '$map(;angkok - 200!
worked as an assistant tour guide of the ;$"2 pro3ect.
- Assistant tour gui#e, thaicra%t company; angkok 200)
worked as an assistant tour guide on a cultural tour to the northern part of Thailand, which included
<an ,ampang and -haingmai.
- Stu#ent coor#inator an# tour "ui#e , $niversity moility in asia an# paci%ic pro&ect
'$map(;angkok - 200)
worked as a tour guide and a coordinator for international student of the ;$"2 pro3ect.
- Freelance tour gui#e, thaicra%t company; angkok 200)
worked as a freelance tour guide on a cultural tour at Surin.
Edu"ation:
7achelor of arts in archaeology, )aculty of archaeology, Silpakorn ;niversity. Braduated H $arch +,%//J
*!A) )ro(e%t 62009
Course Outline 7Touris !anageent7 Hospitality and Touris
!anageent in T"ailand
4a%ulty of Ar%"aeology, .ilpa'orn *ni+ersity, T"ailand
&ate tie Topi%s 0e%turer )la%e
/on. &?
@uly 09
09.00 - %&.00
a.0
5el!o0e to
,ilpa$orn Univerity
Orientation
0%.00 - 0-.00
p.0.
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re
#uara
5init!(ainan
9.
3&0%-&
Tue. &8
@uly 09
09.00 - %&.00
a.0
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an on-going evolution
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@uly 09
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