The Needs for Language Skills Training for Tour Company Staff in the Thailand Tourism Industry: Managerial Perspectives

Announcing: Thitthongkam, Thavorn and John Walsh, “The Needs for Language Skills Training for Tour Company Staff in the Thailand Tourism Industry: Managerial Perspectives,” KKU Research Journal of Humanities and Social Sciences (Business and Economics), Vol.10, No.1 (January-June, 2011), pp.140-59.

Abstract

This study investigates the perspectives of tourism managers concerning the needs for language skills training for tour company staff in the Thailand tourism industry and to study the problems of tour companies with respect to language skills training. In-depth, face-to-face and telephone qualitative interviews were conducted with a convenience sample of 30 tour-company managers. The sample consisted of randomly-chosen tour companies based in Bangkokand listed in the Tourism Authority of Thailand (TAT) database. A semi-structured interview form was created as a research instrument by the researchers. The study was supplemented by additional interviews with managers of language schools and relevant officials at the TAT, together with analysis of existing secondary data sources including books, journals and online databases. The study shows that organizations should cooperate with each other so as to improve the quality of services to meet tourists’ expectations and levels of satisfaction and, also, that language skills training helps improve the quality of services overall.

 Keywords: Language training, Tourism companies, Tourism industry, Tourist satisfaction, Quality of service

It is probably available online as well but I cannot access the site at the moment.

Analyzing the Factors Contributing to the Establishment of Thailand as a Hub for Regional Operating Headquarters

Announcing:

Su Yin, Myat and John Walsh, “Analyzing the Factors Contributing to the Establishment of Thailand as a Hub for Regional Operating Headquarters,” Journal of Economics and Business Studies, Vol.2, No.6 (June, 2011), pp.275-87, available at: http://www.ifrnd.org/JEBS/2(6)%20June%202011/Analyzing%20the%20Factors%20Contributing_to%20the%20Establishment%20of%20Thailand.pdf.

Abstract:

In June 2010, the Thai government proposed improved investment tax incentive schemes to attract more foreign companies to establish Regional Operating Headquarters (ROH) in Thailand. The major theme of incentive packages has historically been the waiving of income tax on ROHs locating in the Kingdom. In the wake of recent political crises, these tax benefits are considered as important measures in reinforcing the Kingdom’s position as an important manufacturing and service hub for the ASEAN region. While investor confidence was wavering because of the unstable political environment that has appertained since 2006, investors are weighing business continuity and safety concerns against the provided and proposed incentives. This paper briefly compares the original ROH tax incentives from 2002 with the new ones, examines the factors contributing to the establishment of Thailand as a hub for ROHs and analyzes the competitiveness of Thailand in comparison with Hong Kong, Singapore and Malaysia in the context of national competitiveness for establishing ROH. National competitiveness is measured by using the Double Diamond-based nine factor model (IPS Model) from the IPS national competitiveness research study.

Key Words:  Regional Operating Headquarters (ROH), Competitiveness, IPS Model, Thailand

Improving Competitiveness of the Thai Tourism Industry: Tourism Educational Department Perspectives

Announcing:

Thitthongkam, Thavorn and John Walsh, “Improving Competitiveness of the Thai Tourism Industry: Tourism Educational Department Perspectives,” paper presented at the 4^th International Colloquium on Business and Management (Bangkok: January, 2011).

Abstract:

This study aims to investigate the perspectives of tourism department heads to current tourism education in Thailand, to inspect the positive and negative experiences in dealing with tourism education curriculum, to explore the possible ways to improve tourism education curriculum, and to discover how tourism industry establishes and maintains competitiveness. In-depth face-to-face qualitative interviews were conducted with 32 tourism educational department heads. The Snowball technique was employed. A semi-structured interview form in English was created as a research tool by the researchers. The results of the study revealed that tourism education in Thailand needs to focus on foreign language skills. Tourism curriculum needs to be reviewed. Various factors to be considered when developing tourism education curriculum were also pointed out. The factor of foreign language helps in the competitiveness of tourism industry to a significant extent. Decision makers in tourism industry are required to recognize the requirements of the market, courses to provide in the curriculum, the lecturers to teach, and realise what prospective employees want to study. Moreover, tourism industry product suppliers and marketers might cooperate in establishing and maintaining competitiveness to help make the country a preferred tourist destination by providing opportunities to internship students. Language is one of the crucial aspects in the course of action of developing and maintaining international tourists. Based on the research findings, it is recommended that the government should manage all the efforts to develop and promote tourism education since the strength of the tourism industry is also the driver of tourism education.

Language Roles and Model Tour Company in Enhancing Competitiveness in Tourism Industry

Announcing:

Thitthongkam, Thavorn and John Walsh, “Language Roles and Model Tour Company in Enhancing Competitiveness in Tourism Industry,” Journal of International Academic Research, Vol.10, No.3 (2010), pp.41-54, available at: http://www.uedpress.org/ojs/index.php/jiar/article/viewFile/12/31.

Possibly an older under-edited version  has slipped though the net.

Success Factors of 7-Eleven in Thailand

Announcing: Ngaochay, Thanee and John Walsh, “Success Factors of 7-Eleven in Thailand,” paper presented at the ICBER 2010 (Kuala Lumpur: 26^th-28^th, 2010).

Abstract: declines to be located at the moment.

An Analysis of Factors Influencing the Competitiveness of the Thai Tourism Industry

Announcing: Thitthongkham, Thavorn and John Walsh, “An Analysis of Factors Influencing the Competitiveness of the Thai Tourism Industry,” paper presented at the ICBER 2010 (Kuala Lumpur: 26^th-28^th, 2010).

Abstract:

The tourism industry plays a crucial role in the Thai economy. It is the second largest source of revenue for the country. However, there are numerous factors that influence the competitiveness of the industry. This study is based on secondary sources and prior research articles in order to identify those issues and analyse their importance. The analysis indicates that political turmoil and crisis are the principal factors, while others include epidemic diseases, economic situation, media, disaster, crime and war, technology, marketing plan, culture, education, environmental issues, demographic change and other factors affecting the attitudes of international tourists. Language is another factor that influences Thai tourism industry competitiveness. This study does not provide positive solutions for the problems facing Thai tourism since its competitiveness is directly linked to politics and this has been in worsening crisis since 2006.

Keywords— competitiveness; tourism industry; language; Thailand; politcs

Analyzing the Factors Contributing to the Establishment of Thailand as a Hub for Regional Operating Headquarters

The third and final paper for this week’s conference at Prince of Songkhla University in Phuket:

Analyzing the Factors Contributing to the Establishment of Thailand as a Hub for Regional Operating Headquarters

Myat Su Yin^1* and John Walsh ²

Abstract

In June 2010, the Thai government proposed improved investment tax incentive schemes to attract more foreign companies to establish Regional Operating Headquarters (ROH) in Thailand. The major theme of incentive packages has been the waiving of income tax on ROHs locating in Thailand. In the wake of the political crisis, these tax benefits are considered as important measures in reinforcing the Kingdom’s position as an important manufacturing and service hub for the ASEAN region. While investor confidence was wavering because of the unstable political environment since 2006, investors are weighing business continuity and safety concerns against the incentives. This paper briefly compares the original ROH tax incentives from 2002 with the new ones, examines the factors contributing to the establishment of Thailand as a hub for ROHs and analyzes the competitiveness of Thailand in comparison with Hong Kong, Singapore and Malaysia in the context of national competitiveness for establishing ROH. National competitiveness is measured by using Double Diamond based 9 factor model (IPS Model) from the IPS national competitiveness research study.

Keywords: Regional Operating Headquarters (ROH), Competiveness, IPS Model, Thailand

Language Roles and Model Tour Companies in the Competitiveness of the Thai Tourism Industry

This is due to be presented at the same conference on Friday:

Language Roles and Model Tour Companies in the Competitiveness of the Thai Tourism Industry

Thavorn Thitthongkam^1,*, John Walsh² and Kantatip Sinhaneti³

Abstract

 Language plays an important role in supporting the competitiveness of the Thai tourism industry. It facilitates communication among tourism staff and international tourists. However, students as prospective tourism staff are not competent to communicate successfully to global best practice standards. As part of acquiring competence in language skills, students should be trained in advance and in detail. This paper examines the interviewees’ perspectives about model tour companies and analyzes the language roles in those model tour companies, while investigating the guidelines and processes in organizing such companies. It also studies problems and solutions involved in managing a model tour company. In-depth, face-to-face qualitative interviews were conducted with a convenience sample of 30 tour company managers, 4 lecturers, 20 tour guides and 80 students who had experience in managing or otherwise being involved in tour companies. Semi-structured interview forms were created to obtain the information required to answer the research questions. Analysis of existing secondary data sources including books, journals and online databases has also been integrated into the paper. The results of the paper highlight the positive view required for managing the model tour company and emphasize the importance of the role of language. Language increases the possibility of working and competition for the model tour company. Tourism educational institutions need to provide enough foreign language skills training for students. It is suggested that improving the quality of human resources for tourism industry is needed.

 Keywords:   Competitiveness, Language roles, Model tour company, Tourism management, Tourism industry

Language Roles in Internal and External Communication in Thai Tourism Industry Competitiveness

I can also announce:

Thitthongkam, Thavorn, John Walsh and Chanchai Bunchapattanasakda, “Language Roles in Internal and External Communication in Thai Tourism Industry Competitiveness,” Acta Universitatis Danubius: Oeconomica (2/2010), pp.46-57, available at: http://journals.univ-danubius.ro/index.php/oeconomica/article/viewFile/616/567.

Abstract: Language plays important roles in both internal and external communications in the competitiveness of the tourism industry. Communication involves giving, getting, and highlighting information. Communication also enhances understanding and establishing harmonious relationships among people. Effective communication involves nine elements and is influenced by a multitude of factors, including the use of language by employees, employee involvement and commitment and technological change. Language can be a means in helping to maintain competitiveness. The usage of clear and appropriate language and vocabulary-building helps in generating effective communication leading to organisational change. Observation and interview are ways of determining the degree of effectiveness of internal and external communications.

There is still a bit of editing to be done for the online version (which explains discrepancies).

Language and Computer Programs for Tourism Industry Competitiveness

This is the abstract that Thavorn Thitthongkam and myself hope to present at next month’s ICTL to be held here in Bangkok:

            Both language skills and computer programs can play a crucial role in promoting the competitiveness of the Thai tourism industry competitiveness. They provide learners with the opportunity to learn to operate computer programs conveniently and effectively, while develop language skills at the same time. To address this issue, curriculum writers of tourism educational institutions and employers have to pay attention to the importance of both English and computer-mediated educational methods. Instructors who are involved directly with students attempt to assist their students to understand the computer program used (in the case of this paper, the program considered is called Amadeus). However, the instructors face some barriers, specifically that programmers may have technical skills but not necessarily content skills and knowledge. This paper aims to study the connection between English language and the computer program used for promoting the competitiveness of the Thai tourism industry and to investigate the benefits, problems and solutions arising from the use of Amadeus. In-depth interviews of 80 students, 3 instructors and 10 programmers were used to explore these subjects and a semi-structured interview form was created to obtain the information required to answer the research questions. The ways in which these skills can help competitiveness are discussed, as well as the problems associated with them. To maximise improvements in the quality of service, it is recommended that tour companies should also organize training sessions for their employees.

 Keywords – Amadeus, Quality of service, Roles of computer program, Roles of language, Tourism industry