The Three Waves of Internationalisation Sweeping Thailand's Tourism and Hospitality Education: Curre

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The Three Waves of Internationalisation Sweeping
Thailand's Tourism and Hospitality Education
Current Progress and Future Prospects

• Jutamas Jan Wisansing (PhD)
• Director
• Graduate School of Business, Tourism Management
• Assumption University of Thailand

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Rationale

• The worldwide growth of tourism and hospitality
  industry
• a shortfall in the supply of highly-qualified
  candidates
• The paramount significance of human capital

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it is pertinent to ask whether the current
tourism and hospitality education system in
Thailand is adequately equipped to train future
tourism and hospitality professionals to practise
effectively in the increasingly multinational and
multicultural environment in which tourism
organisations are forced to operate.
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Two key related areas are examined

• (1) the major underlying forces of
  internationalisation of higher education in
  tourism and hospitality
• (2) the way in which an internationalisation
  strategy is currently being pursued in Thailand.

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The Context of Internationalising Tourism and
Hospitality Education

• Meeting the Challenges of Change in the Global
  Market Place
• Globalisation
• labour-intensive nature
• a highly international activity

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Context..continued

• International education as an export industry
• the global education market was valued at US1.5
  trillion in 1999
• In 2000, the global student demand for higher
  education alone was 97 million, while student
  demand for international higher education stood
  at 1.8 million.
• By 2025, IDP forecasts that the global demand for
  international higher education will grow
  four-fold to 7.2 million with a compound growth
  rate of 5.8, and many have predicted it will
  become one of the worlds largest industries

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Thailand

• 1955 when the first major field of study in
  travel management was offered
• 42 in 1996
• 51 in 1999
• 88 institutions offer both Thai and international
  tourism courses ranging from diploma to doctorate
  (Office of Tourism Development, 2005).

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Thailand

• a national policy to promote itself as a regional
  education hub
• double the number of foreign students in its
  higher education institutions, from 2,200 in 2002
  to more than 5,600 in 2004 (Department of Export
  Promotion)

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So what?

• student inputs and outputs has increased
• quality of the tourism graduates and curricula
• Thai Hotels Association Annual Report 1995-1996
  revealed that there were 81 non-Thai GMs from 259
  hotels or 31.27.
• The same figure for Phuket was 17 out of 38 or
  44.74.

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Three waves of internationalisation in education
The Western Story and Thai compared

• students travelling to a host nation
• The second wave involved institutions moving
  forward into the export channel "forward
  integration"

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Home delivery

• International programmes in Thailand
• an influx of international students to Thailand
• Majority of international students are from China
  and Asia

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Third Wave
the creation of branch campuses in foreign
markets and the development of "on-line" delivery
of courses through information and communications
technologies (ICT)
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Tourism and Hospitality Curriculum Historical
perspective

• First Wave European paradigm
• Lausanne Hotel School (Founded 1893)
• Apprenticeship and hands-on training
• Convergence to business degrees
• Second Wave American paradigm
• Cornell Hotel School (founded 1922)
• Tends to be management education focused
• Third Wave Asian paradigm
• Mostly founded in 1970s and 1980s
• Integration of cultural elements in provision of
  services

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Figure 1.1 Current Progress and Future Prospects
of Internationalisation of Tourism Education in
Thailand
Tourism Education Providers (Ability to integrate
Asian cultural components)

Export Best Practice and Alliances
Import Best Practice and Alliances
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Cohesiveness of Strategic Effort

• Vision and Strategic objective?
• Third Wave Asian paradigm

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• Dr. Jutamas Wisansing
• Director
• MBA-Tourism Management
• Graduate School of Business, Tourism Management
• Assumption University of Thailand
• www.au.edu
• [phone] ext. 1310