Thailands Tourism Industry In The Globalization Era Tourism Essay

Tailands electric circuitism Industry In The Globalization Era turnism Es wordCHAPTER 1At subject, that the world is in the globalization era which causes more aggressive competition on telephone circuites in several regions. This rationalise more nigh concepts of versatile countries in the free world or capitalistic world where there is the centre in the western countries those focus on development. As countries use developmental strategies to maintain economic, political, and military power and influence of the capitalistic world (Hongthongkham, 1976). term of enlistmentism today has become an diligence that is now crucial to the world economy, it is now a widely held view that in almost every country tourism has grown, and has become a core product in the internationalist trade of those counties. Tourism now rates between 1-3 out of the top 10 key industries glob everyy this sedulousness is now vital to economic prosperity (http//thai.tourismthailand.org/about-thailand /economy/, 2010). Tailand has a squ ar tourism industry which has the potential, with Government policies and assistance, to be developed much more this growth for Thailand provides an excellent source of unlike currencies. Since ancient times humans has explored and traveled and now with modern technologies especially in transportation and communication, and an change magnitudely mobile world population there fag be almost unbounded growth. This growth has changed the way business is being done, from clusters of techniques to a more specialized planning organization. With market integration now called tourism industry is now a very important factor in the economies of many countries today (Nuntajak, 2010).The tourism industry of Thailand has change dramatically and is now a major industry in world tourism. Over the past decade, international phaeton arrivals in Thailand dupe grown faster over the past 10 years, from 8.58 zillion in 1999 to 14.09 million arrivals in 2009 b y the Tourist warrant of Thailand or TAT (2010). Thailand has been gaining an increasing market sh argon of international touring cars. During that finis, the tourism industry has been one of the great significant sectors for economic growth and each year there were each touring cars spending funds, at least 3,000.00 baht per person per day when touring cars come to Thailand (TAT 2009).For Thailand, the number of international tourers be increasing every year, a number of factors be responsible for tourism growth and development of the tourism industry in Thailand over separate destinations, Owing to the couthy, welcoming, and peace loving nature of the Thai people. there are many reasons why Thailand appeals to wealthy tourers of foreign and different cultural destinations who have travelled to Thailand, to enjoy a unique and fulfilling experience. An important part of the Thailands tourism industry success is because of the physical geographic diversity of Thailand (T AT 2010).Due to Phuket, a part of Thailand, is whatever other(prenominal) world class destination. This place is serenely beautiful and is well known for the beaches and the blue seas and likewise one of the top ten diving destinations in the world. There are many activities availcapcapable rough Phuket much(prenominal) as, scuba diving, snorkeling, kayaking, parasailing, fishing, surfing beach, jet skis and the place for honeymooners. Generally Speaking, international holidaymakers are focusing not yet on the product, but also on the people who work for the hospitality and the tourism industry can fall apart the right information to holidaymakers.Therefore, there are many international phaetons increasing arrivals to Phuket. According to the statistical reports by Department of Tourism (2006), the number of international tourists arrivals in Phuket was 1.2 million in 2008 and 1.1 million in 2009 and is now a significant share in the Thai market.The statistics showed the number of international tourists that generate revenue, prosperity to the local and more importantly to create a multi-professional occupations, such as interpreter, translator, waitresses, airline officers, including tourist transports who close with international tourists all through the time they are stay in Thailand (tourism.go.th, 2010).Moreover, tourist pulls are the personnel office mathematical free radical having roles in encouraging and supporting tourism. They are the cultural diplomat because they tell tourists about various stories on society, tradition, cultural arts, economy, and politics (Ritthirak, 2002).Therefore, tourist repoints are a career which creates a lot of benefits to the country. But in fact, 22, 732 tourist draw offs apply for the tourist fly the coop licenses from Tourist fade and Tourism Business readjustment Office on December 31, 2001. A tourist occur may have ability to use more than 1 language (Ritthirak, 2002).Before applying for the to urist fleet licenses, those tourist guides have to pass the quality creating process in order to have knowledge, ability, moral, and code of conduct. In practice, Tourism Authority of Thailand coordinates and provides Tourist egest Training Standard Curriculum for implementation of educational institutes in the university level all over the country. The standard curriculum contains basic knowledge subjects which are obligatory for working. After receiving the training, tourist guides can bring the evidence to apply for the tourist guide licenses from Tourist involves and Tourism Business Registration Office of Tourism Authority of Thailand.In the beginning the status of the tourist guide was not recognized. Supaporn Makjeang mentioned in Tourist Guide Principles (1996) that anyone could be a tourist guide if he or she could speak English and it was not necessary for them to receive high education. It was not until the Tourism Authority of Thailand (TAT) was founded in 1977 and t he professional tourist guide training descent was created that professional tourist guides were developed. The training paths have been operated until now and expanded to other major provinces. Moreover, the Professional Tourist Guide Association of Thailand was founded on July 29th 1975 as the center of all tourist guides (Tourist Guide Association Thailand, 1992).Nowadays, the basic knowledge of the tourist guide is mentioned as the basic requirement except from the fluency of foreign languages. This policy makes the university graduates get more jobs. Travel agencies always employ the tourist guides who finish the training courses from the institute guaranteed by the Tourism Authority of Thailand (TAT). This stimulates people who are interested in the tourist guide occupation to finish the training before the job application. Moreover, some government places, especially the Grand Palace and the proud temples, allow only the tourist guides who already passed the training course and have tourist guide licenses to operate the tour (Khummanon, 1996).The expansion of tourism industry and the increasing of the number of tourist guides in Thailand, caused some immoral competitions among tourist guides. They try to do everything to get their own benefits regardless of the rules and their major duty. For example, do not do their job as best as they can, do not pay attention to their clients or take their clients to the shopping domain of a function where they received the commission, trying to take the tourists to believe that the hots and services are of high qualities with fair prices. In the case of jewelry, some tourist guides said the color mirror are the precious stone, some said gold but its only the metal guilt with gold or said the dog bones as tiger bones (Lookdamnoen, 1989).Lookdamnoen also advises that the first place where the travelers arrive in Bangkok, Bangkok International airport, there are some people trying to submit tendered place where th e tourists can act upon arrival and claim that they are the officers of the airport and favor some services, such as accommodation, sightseeing, excursion and transfer services. They advise some information with documents for tours and excursions with unfair price. In additional, the bad manners of tourist guides such as shouting, crapping to call tourist groups, showing boredom when some tourists came late for the appointment because of the misunderstanding of language or any mistake, showing anger when tourists ask for some explained information, etc (Charoenmuan, 1992).The Tourism Authority of Thailand in the conference of 1/1995 mentioned the tourist guides behaviors that ruin the reputation of their occupation as followsForcing tourists to purchase some optional tour by deceiving or intimidating the touriststo accept that tour beside the original deal with the tour company.Taking tourist to the trick or unfair price shops so that they receive tip orcommission from the shop.Re questing some tips or special payments by convincing the tourists to be humanwith the management that has no benefit.4. Taking the tourists passports or air tickets until the tourists pay some additional costs.At the conference of 1/1996 there are some other behaviors that caused the bad reputation and the loss of the honor of the code of ethics as mentioned in the second Ministerial Regulations (1996) of the Act of the Tourist Business and Guide 2008.1 Explaining or informing some unreal or incorrect information that causes harm to thenation, religion, and the monarchy.2 Not performing his own duties as a tourist guide who should be concerned with the benefitof tourists as the first priority.3 Being dishonest, seeking some improper benefit or forcing tourists to do something theyare unwilling to do.4 Disobeying the moral standard.5 Not believing in the local tradition and regulation of each travelling place.Therefore, the above problems that can say the causes of Thai tourist guid es unsuitable behaviors are based on the loss of their moral of the rules and they forgot the vastness of their own duties, though they are educated from acceptable institutes as professional tourist guides. Therefore, the assumption of these is the lack of the code of ethics that is the basis of all behaviors and caused people to do the right or suitable things, concerning the collective benefits, and smack responsible for society. All these can be taken as the principle or rules of the suitable performance that the researcher is interested in the ethics of Thai tourist guides and the ways to solve them that can be applied to be the basic idea and promote the professional tourist guides effectively.Related LiteratureTour guiding is a highly regarded profession today and being a tourist guide comes with great responsibilities as lives of people while on spend are entrusted in tourists care. Therefore, it is of vital importance that tourist guides strictly follow and adhere to the tourist guide standards and professional tourist guides code of ethics in order to promote ethics and high moral behavior in the perspectives of international tourists who are travelling in Phuket.This study will look at related fields of business ethics, some ethical theories, moral, and tourist guides ethics in Thailand. Therefore literature review covers the followingThe importance of tourist guideTourist guide situation in ThailandClassification of tourist guide in ThailandQualifications of tourist guideManners of tourist guideRole and responsibilities of tourist guideThe Characteristics of tourist guideCode of ethics of tourist guideBusiness ethicsNormative ethicsMoral possiblenessVirtue theoryDuty theory1.2.10 Related research1.2.1 The importance of tourist guideA tourist guide is a significant component of the travel industry as he has the sole responsibility of taking care of the tourist including all travel arrangements of providing information and explanations (Pongsabu th, 1997). In addition, Supaporn Makjeang in the Principle of Tourist Guide (1996) mentioned that tourists are strangers to their destinations because they are not familiar with the local people, cultural and custom. When travelling alone without a tourist guide, they face problems and challenges and in most cases land up wasting their money and time. Therefore, with time, tourists have come to favor having a tourist guide for their trips.The term tourist guide is used in the travel business with on ease of the understand. However, academics have defined the concept of tourist guides more in terms of rules and responsibilities. A numeral of terms are use to explain those whose responsibility it is to take care of and to inform of tourists. Courier was the term most generally applied to describe tourist guide , today a messenger can be called tour captain, tour escort, tour manager, and tourist guide (Jafari, 2000).During the 19th century Thomas Cook became the first travel company that operated group tours by train to Loughborough and other places in Europe (Kruttawacho, 2008). This required tourist guides who could explain and guide tourist on these trips.The Tourism Authority of Thailand in cooperation with Chulalongkorn University in 1961 (Mr. Sumonchart Sawaddikul, a professor at the Faculty of Arts), designed a training course training on professional tourist guides. The first tourist guides disciple for this course were the third year and upper Faculty of Arts students at Chulalongkorn University. Thereafter the course gained popularity and interested student began to in role. After Chulalongkorn University offered the course for 13 years, Silapakorn University implemented the same course for the first time in 1973 (Khummanon, 1996). In addition, the Humanities Faculty of Kasetsart University started the same course for its own students and opened a bare-ass tourism course for the graduated who were still unemployed.Nowadays the course has become wide ly recognize and other University as the Rajaphat and the Rangsit, ect. have capitalized on its importance and have started offering it to the general public.Due to tourism growth the government realized the need to pass a bill on standards and procedures for tourist guides. The bill stipulated that the Tourism Authority of Thailand be the support and controlling body for the tourist business and tourist guides, by making sure that they meet the standards required by police force (that each tourist guide have a tourist guide license) as set out in the Tourist Business and Tourist Guide Act 2008 of Thailand (Tourism Authority of Thailand, 2010). The tourist guide licenses are issued after a person completes the training course arrange by the government service. Each course requires different levels of education. The qualifications stipulation is that one has to be a Thai citizen, aged 20 years or older, with good written and spoken Thai.Tourist guide situation in ThailandIncreasing number of registered guides in Thailand demons that working as a tourist guide has become a popular career in the tourism industry. The language requirement in the number of tourist guides in Thailand, (see Figure 2.1). One reason of tourist guides increasing because students who studied in tourism industry course when their graduated TAT approves the tourist guide license. Therefore, the number of registered guides is quite high.Figure 2.1 Number of tourist guide license requirement and panegyric during January 2010 to November 2010Source Tourist Business and Guide Registration Office, Centre (2010)From the implementation year of the Tourist Business and Tourist Guide Act of 2008 until November 2010, there were 42,075 readjustment tourist guides in Thailand and 35,010 for General guide and 7,065 for Specific guide. Most tourist guide (30,781) was in English language (see Table 2.2)Figure 2.2 Tourist guide classification by languagesJToonioWork_TWitoon20 02 54figure 2.2.jpgSource T ourist Business and Guide Registration Office, Centre (2010)Classification of tourist guide in ThailandThere are both main types of tourist guides the general guide and the specific guide, asfollowingsGeneral guide a tour guide who has knowledge about general tours to places aroundthe kingdom, able to speak Thai and also convey information in other languages to tourists.General guide (Foreign) silver bronze card color, a tour guide who canconduct tours for Thai and foreign tourists all over the Kingdom in Thailand.General guide (Thai) golden bronze card color, a tour guide who can conducttours specifically only for Thai tourists all over the kingdom in Thailand.Specific guide a tour guide who has specialized knowledge e.g. history, archeology,trekking, etc. to give the information to tourists with specific interests.Specific guide (Foreign-specific area) pink card color, a tour guide who canconduct tours for Thai and foreign tourists only for provinces listed on the card and those in the adjacent areas.Specific guide (Thai-specific area) light blue card color, a tourist guide whocan conduct tours specifically for Thai tourists only using the provinces listed on the card and the provinces of adjacent areas.Specific guide (Forest trekking) green card color, a tourist guide who canconduct tours for Thai and foreign tourists specifically in the forest trekking areas.Specific guide (Art cultural) red card color, a tourist guide who conducttours for Thai and foreign tourists specifically on areas concerning history, archeology, art, cultural, or Thai literature all over the kingdom in Thailand.Specific guide (Marine) orange card color, a tourist guide who can conducttours for Thai and foreign tourists specifically about history, archeology, art, cultural, or Thai literature to tours all over the kingdom of Thailand.Specific guide (Seashore) yellow card color, a tourist guide who can conducttours for Thai and foreign tourists in the areas by the sea or on islands, with the distance from the coast to the tourist attractions of no more than 40 nautical miles.Specific guide (Natural destinations) purple card color, a tourist guide whocan conduct tours for Thai and foreign tourists only on the natural attractions printed on the card.2.8 Specific guide (Local cultural) brown card color, a tourist guide who can conduct tours for Thai and foreign tourists on the culture, history, geography, and archeology particularly within the local cultural attractions named on the card only.Moreover, there are three kinds of tourist guides an on-site guide, a city guide and aspecialized guide (Mancini, 1996).1.2.4 Qualifications of tourist guideWannathanom (2003) mentions that being a tourist guide, one should have some specific qualifications since it is a career for those who have to interact with many people from different cultures and different behaviors. Eighteen propertys which are of importance to the tourist guides were identified, which are Klamsaengsa i (2006) mentioned thatGood personality before taking care of others, the tourist guide has to initiallyconcentrate on his or herself, especially with regards to cleanliness and general neatness.Human relations this is about the ability to impress tourists and to create friendshipswith their automatically.Be a knowledgeable person the tourist guide should be erudite about the destinationand related topics, and possess a broad and deep knowledge for the benefits of the tourists.Eloquence in the career of a tourist guide cannot be avoided because verbalcommunication is one tool for achieving success.Perceptiveness good tourist guides should be able to notice and memorizesurroundings quicker than tourists, since some notices can be useful for the tourist guide in answering popular questions from tourists.Service mentality this qualifying is most important for tourist guide who works in theservice industry. Tourist guides need to have the spirit of being a service provider to make othe rs happy instead of doing the work just for money or temporary experiences.Travel Experience the more travel experience they have the more confident the touristguide will be.Punctuality mellowed responsibility one big responsibility of the tourist guide is to takecare of all tourists, all throughout their traveling, therefore tourist guides cannot abandon their duties of facial expression after the tourist. Punctuality is one significant thing that the tourist guide who acts as a tour leader needs to respect.Patience the tourism industry can be called a people based industry where bothdemand and supply are mainly related to individuals with different characteristics. If there is air pressure from tourists or other problems, tourist guides have to refrain themselves.Intelligence this does not mean being a genius but tourist guides have to be consciousof every situation and so that everything goes smoothly.Sense of humor not exactly like a comedian, but tourist guides should have s ome gift in sharing jokes and general information.Good mentality and good health in tourist guides, it is a hard based type of worktaking care of a group of tourists. Tourist guides always have limited time to relax, therefore they should take care of themselves as well.Good memory to a fault recognizing tourist information, tourist guides must try toremember. Then, they can call tourists by their correct name and making a tourist impressionLeadership in conducting tours, tourists always believe that the tourist guide is thehead or the leader of the tour who can help them in every difficulty. Tourist guides should be able to control the group.Honesty this is the quality needed for every career including that of the tourist guidewho have to take care of tourists, follow the itinerary, or recommend good shops to tourists without cheating.Foreign Language in case of inbound or outbound tours, proficiency in foreignlanguages, especially English is one important attribute for tourist gu ides to achieve in communicating with foreign tourists and to make the tour go smoothly.Be enthusiastic as being a leader of the group, tourist guides need to be active andreactive anytime to make tourists feel confident.Problem solving ability for both predicable and unpredictable problems, touristguides are the heroes in the eye of tourists, so they have to use their experience and their talent to solve the problem.Referring to H.Q. Zhang, I. Chow (2004) conducted to assess tourist guide performance that service quality of tourist guide should/should be or has as followingsPunctuality competency to solve problemsKnowledge of the destinationHonesty and trustworthinessKnowledge of information about safety regulations competency to deliver the service promised in itineraryPolitenessBeing good at presentation skillsWell trainedAbility to briefing visitors on fooling itineraryAbility to respect for customerAbility in communicating in foreign languagesAbility to being friendlinessAbi lity to general friendly atmosphereAbility to neat and tidy appearanceAbility to always being available for helpAbility to paying attention to detailAbility to informing visitors about destinations customsAbility to introducing reliable shopsAbility to sense of humorAccording to Hall mentions that in Handbook of Professional Tour trouble (1993)the tourist guides should have some qualifications that make an advantage trip as followsThe ability to attract prospects the tourist guide should be a positive sales factors, some travelers want a status symbol, and security. Tourist guide should be able to command and control the group by the follow factors.Knowledge of the area tourist guide should knowledge of historical place and have been there before when the tourist guide speak with more empower to advice facilities and attractions, to assess the period of travel days, and to remember and handle the possible problems.First aid skills tourist guide must be prudent about any medical bu rdens. And another skills as artificial respiration, CPR, water safety, and first echelon first aid are important. Having someone available in these areas to provide the convenient thing to tourist.Forcefulness and finality tourist guide should have able to manage people and decision making. This is no job for an unsteady, timid personality.A positive outlook tourist guide should be an optimist and optimism must be made communicate, definite maturity is essential, enabling them to maintain a perspective to communicate this with confidence.Honesty and loyalty tourist guide should have moral must be practiced on behalf of the tourist guide, no cheating the tourist. This is both unfair and unwise, and ultimately reflects on the escort.Assertiveness tourist guide had better possess self-assurance, self-pride, and a certain amount of ego. When a receptionist insists there are fully single rooms as promised by the vouchers, tourist guide must be stable. Get me a supervisor this does not mean being loud and abusive, or acting tough that it mean exhibiting sexual strength and resolution. It means insisting on the rights of the tourists.A claim demeanor the best tourist guide do not panic, even internally. They are able to think clearly when riot threatens.A warm personality tourist guide must be a bit of the commanding officer in the tour, while establishing leadership credentials, must still communicate a sunny disposition, flash that ready amile, and reveal an enthusiastic. Tourists expect their escort be lively, gifted with amiable voices, and having that essential sense of humor.A clean and neat appearance tourists can afford to look casual or untidy, but tourist guide present a perpetually appearance. Tourists wonder how he or she can keep looking fresh.Good health tourist guide should be reasonable a good health, free from weaken complaints, and blesses with a reserve of power. Tourist guide must always be up and stay ahead of their passengers who wake up fir st and sometimes the last to bed. Even when the escort is not feeling in top form. Tourist guide should have ability to bounce derriere from the head cold or upset stomach, along with the power to persevere.Flexibility tourist guide should have ability to change directions when they might face with equipment breakdowns, visitation in communication, disagreeable and troublesome passengers, illness, natural disasters, transportation delays, and so on.Anticipation tourist guide figures out in advance everything that might go treat and tries to insure against this occur. That means frequent conversations with the bus driver or cruise personnel, advance phone calls, a survey of facilities before leading in the groupNegative qualities the thing that the tourist guide should acknowledge tourist do not want the tourist guide who are dishonest, who are congenitally lazy, whose manner is abrasive, who are frightened and unstable, and who have no talent for managing others.Therefore, there is not yet concluded rather than well-designed to give all conclusions of thetourist guides qualifications. In what it mostly depends on governments tourism policys development and adaptation of each countryManners of tourist guideManners and ethics of tourist guides is their verbal behavior, interaction and the best practices of tourist guides in order to maintain prestige of the professional status, and professional tourist guides who make a profession of honor which has been respected as representatives of the country and the Thai people (Makchang, 1996).Tourist guides are responsible the full time and not leave tourists on their own.Integrity to tourists do to not lose the integrity tourists benefits such as, taking thetourists to buy only at shops where tourist guides get more commission with no regard for the quality of the product.Tourist guides should understand that they are in the position of service providers totourists and not show inappropriate reactions to tourists whe n tourists do not perform according to schedule.Tourist guides should have an understanding of the desires and needs of their tourist.They should also give equal attention to everyone, and maintain harmony.Tourist guides should have compassion, A desire for others to be happy the purpose oftourism is to help as tourists want to be happy and enjoy travel that tourist guides can willingly provide to tourists.