Foreign language skills a key need for surging tourism

[webfact]

CHALK TALK
Foreign language skills a key need for surging tourism
Gerald W Fry

BANGKOK: -- Many falsely claim that tourism is the world's largest industry. It is not, but it is the world's largest service sector industry. It is also rapidly growing globally, outperforming the wider economy, primarily because of the ageing of populations of modern industrial countries. Declining oil prices will also contribute to the growth in tourism.

Globally, tourism generates approximately 266 million jobs, is 9.5 per cent f the world gross domestic product (GDP), and is a US$7 trillion (Bt32.5 trillion) industry.

Thailand is well positioned in the global tourism industry. In terms of absolute numbers, it ranks number 11 in the world in tourist visitors. If adjusted for size of population, it moves up to number 8. In 2013, Time magazine ran an article noting that Bangkok was the most visited city in the world (15.98 million annual visitors).

Thailand benefits from being right in the centre of dynamic Southeast Asia and at the crossroads between East Asia and Europe and East Asia and Australia/New Zealand. Also making it attractive are its rich cultural heritage, eternal summer, relatively low costs, warm and friendly people, excellent tourist physical infrastructure, and having over 1,000 beautiful islands.

Thailand's famous Oriental Hotel, for a record setting 10 straight years (1981-1990), was ranked the world's number one hotel. Many famous celebrities have stayed at the Oriental such as Joseph Conrad, Queen Sofia of Spain, George HW Bush, Prince Charles and Diana, and Mel Gibson.

Thailand is also fortunate to be the gateway to other attractive destinations in the Asean region such as Angkor Wat in Cambodia, Luang Prabang in Laos, Bagan/Mandalay in Myanmar, and Hue/Ha Long Bay in Vietnam. This will be increasingly important in the Asian Economic Community era.

One reason Thailand has the world's lowest unemployment rate (0.6 percent), by far among 58 countries rated by the Economist magazine, is its vibrant tourist industry.

From June to November 2014, a period of political stability, tourist visitors to Thailand increased 64 per cent. The economist, Dr Sutapa Amornvivat, of Siam Commercial Bank's Economic Intelligence Centre, states that tourism brings roughly one trillion baht to the Thai economy and is approximately nine per cent of GDP.

In places like both Thailand and Vietnam there is now concern about the quality of tourists being attracted. Bhutan, for example, greatly limits tourism to only those at the high economic end able to afford their extremely high visa fee. The average tourist in Thailand stays for about 10 days. This number needs to be increased significantly to enhance the economic benefits of tourism.

Generally there are four genres of tourists: ordinary tourists; intelligent travellers (including eco-tourists); cultured travellers; and meetings, incentives, conventions, and events (MICE) visitors. Individuals in the first category are the least attractive. Thailand should strive to increase numbers in the latter three categories. Fortunately, Thailand has impressive and extensive MICE facilities.

Interestingly, in recent years, the percentage of visitors to Thailand who are male has been gradually declining (currently about 59 per cent), which is a positive indicator.

The huge number of jobs generated by tourism can neither be automated nor exported. While the tourist industry is labour-intensive, it unfortunately is generally not skill-intensive. The most common job in the hotel industry is cleaning hotel rooms, which does not even require literacy. The better jobs in the tourist industry, however, such as management, tour and convention planners, and tour guides, are indeed skill-intensive.

Despite its size and growth, the field of tourism in university studies tends to be marginalised. Many business schools, for example, do not have academic programmes related to tourism. An exception to this marginalisation, is the prestigious Ivy League university Cornell in the US which has had since 1922 a highly regard School of Hotel Administration, which has pioneered hospitality education.

Fortunately nearly all of Thailand's Rajabhat Universities have tourist programmes and hotels on campus where students in this field can gain practical experience. Silpakorn University also has an excellent programme in this area. I remember visiting Rajabhat Chiang Mai University and being impressed with their offering Spanish primarily because of the need to serve Spanish-speaking tourists from Spain and Latin America.

One key skill related to tourism is language ability. Based on visitors coming to Thailand, a key priority should go to the study of Chinese, Russian, Japanese, and Korean. It is important for Thailand to have adequate numbers with good communicative competence in these languages currently spoken by the largest numbers of tourists coming to Thailand.

With respect to Asean visitors (roughly 25 per cent of the visitors to Thailand), the largest numbers are coming from neighbouring Malaysia, Laos, and Vietnam. Since Malays tend to speak English well and since Thai and Lao are mutually intelligible, priority should be given to providing more Thais the opportunity to learn Vietnamese well.

In addition to language skills, those working in the tourist industry interacting with diverse cultures and nationalities need to have solid intercultural competence. Rigorous courses in this area need to be an integral part of the tourism curricula. It is also important to integrate effectively the teaching of other languages and cultures.

Apart from linguistic and cultural skills, those in the tourism field also need to learn many basics in terms of serving tourists well. In general Thailand does a reasonably good job of training Thais to have what in Spanish is called una buena educacion (a good education) which has nothing to do with years of formal schooling. This means good character, etiquette, thoughtfulness, respect, and politeness/being courteous.

These kinds of values seem to be emphasised as part of current educational reform efforts.

Key areas for priority are enhanced training and quality of those Thais studying tourism, improving train services to regional areas (which is happening), and strengthening transportation infrastructure outside Bangkok (non-polluting and attractive electric buses, for example) in popular destinations such as Phuket, Chiang Mai, and Pattaya.

With progress in such areas, Thailand has unrealised and unparalleled potential for continued growth in tourism, attracting even greater numbers of cultured and intelligent travellers.

Gerald W Fry
Distinguished International Professor
College of Education and Human Development University of Minnesota
gwf [at] umn.edu

Source: http://www.nationmultimedia.com/opinion/Foreign-language-skills-a-key-need-for-surging-tou-30252156.html


-- The Nation 2015-01-19

[Fiddlesticks]

Generally there are four genres of tourists: ordinary tourists; intelligent travellers (including eco-tourists); cultured travellers; and meetings, incentives, conventions, and events (MICE) visitors. Individuals in the first category are the least attractive. Thailand should strive to increase numbers in the latter three categories. Fortunately, Thailand has impressive and extensive MICE facilities.

Unfortunately, Thailand has nothing to attract intelligent, cultural or MICE tourists other than a reputation which, quite frankly, is one of sleaze. Thailand needs to clean up their country both literally and figuratively if they truly want to compete long term for the tourist buck. What I expect is plenty of rhetoric and, as usual, no substance.

[khwaibah]

"One key skill related to tourism is language ability. Based on visitors coming to Thailand, a key priority should go to the study of Chinese, Russian, Japanese, and Korean." Thailand can not speak English and you want them to do what ?

[EyesWideOpen]

Funny article. Thais should learn Vietnamese ? They already struggle with basic English,

which is in essence the language of tourism. Also like the breakdown of the different tourist

categories, with one group being classified as " intelligent travelers" . Whoops, he forgot to

mention the sex tourists. Also he seems to fail to mention the great idea of stopping scams

which do so much damage to tourism here. Nobody wants to travel to a country where they

think they will be cheated or attacked. Does Thailand pay to have fluff pieces such as this

one printed up ???

[noitom]

This article makes false claims. New York City alone well exceeds 50 million tourists per year dwarfing Thailand's 16 million. How could Time Magazine state that Bangkok was "the most visited city n the world?"

The majority of Thailand's tourists are sex trade primaries. This is a dark never discussed secret of Thailand. Without sex trade, Thailand would be nowhere on the tourist map.

[tukkytuktuk]

Based on visitors coming to Thailand, a key priority should go to the study of Chinese, Russian, Japanese, and Korean. It is important for Thailand to have adequate numbers with good communicative competence in these languages currently spoken by the largest numbers of tourists coming to Thailand.

English is a second language to these nationalities. Having just returned from vacation to Koh Chang I observed that most hotel staff could communicate to these nationalities using English. The elephant tour people spoke English, the boat tour operators spoke English, the restaurant staff spoke English and had the menu in English and Russian, the kayak rental man spoke English, the local policeman spoke English and the national park ranger spoke English. English is the international language used by more people internationally than any other language, the language of the ASEAN community is English. English is the obvious language of choice for tourism in Thailand. Learn English conversation and the tourist industry will bloom.

[boomerangutang]

Regarding the Thai tourism industry: There's much room for improvement - in the language dept. as well as friendliness quotient. English should be priority, but of course there should be tourist-industry Thais who are proficient in other languages. It's best if those folks spent time in those other countries. For a Thai to become fluent (in Russian, Korean, or other outside languages) while residing in Thailand, is not realistic. Even so, Thailand should make is easier for young farang to come and tutor/teach youngsters. Thai educators keep telling themselves they can do a good enough job without outsiders, but it hasn't worked well enough. Lessen visa/hiring restrictions on bright young farang who want to teach in Thailand. If some farang prove to be inept as teachers, let 'em go, and hire new ones.

[NE1]

Europeans have been teaching English to Thais in schools for a long time , if the teaching methods were up to standard , why are there no Thai nationals teaching English instead of the Europeans ?

This is not a dig , just a question.

[cloudhopper]

Ripping off, scamming and dual pricing are the same in every language. What surge?

[worgeordie]

Another problem is the tourist industry is not willing

to pay staff that have bothered to learn any language

skills any more money,they seem to want to pay the

cheapest rates of pay possible,maybe thats why

Thais do not bother to learn.

regards Worgeordie

[NongKhaiKid]

All BS, all peoples learn saapeak Thai, tuah, I ever know that.

[EnzoRippo]

Is this "Groundhog Day" or what?

Every 3 months, I awake and read the same article about Thai people who should learn foreign languages...

...

...

...

and didn't.

[bubblegum]

Did Mr. sorry Professor Fry make this up in Minnesota or did he actually visited Thailand?

[jalansanitwong]

1000 islands , friendly people and a rich heritage? it sounds like he's talking about Burma not Thailand LOL.

English has never been a priority in LOS. Thai teachers have trouble speaking the language. Alot of the farang teachers here are garbage.

Private teaching franchises like SIAM EEC are simply money making ideas. Education is secondary.

I wonder if the yank has ever been here or he's getting paid to read from a script.

There were few farangs around Silom and Sukhumvit last night. Plenty of Burmese though.

Looks like TAT got its quality tourists after all.

Thailand is going backwards at 100 mph.

Edited January 19, 2015 by jalansanitwong

[WhizBang]

One key skill related to tourism is language ability. Based on visitors coming to Thailand, a key priority should go to the study of Chinese, Russian, Japanese, and Korean. It is important for Thailand to have adequate numbers with good communicative competence in these languages currently spoken by the largest numbers of tourists coming to Thailand.

So, English is NOT a priority then?

Thailand needs, no MUST, clean up it's act if it ever hopes to move forward and attract "quality" tourists. Clean up the police, clean up the taxi, jet ski, beach vendor mafia. Clean up the entire judicial and political system. Also, clean up all the rubbish that is littered everywhere.

Thailand also needs to change it's zenophobic attitude, which has become noticably worse in recent years.

Until Thailand really reforms and gets it's priorities straight, it will continue it's downward spiral.

[JDGRUEN]

Out of touch - no foot in reality - Thailand travels on.

One only has to live in a Tourist Place like Phuket, Ao Nang, Koh Samui, etc. and be observant to learn that when people from China/Hong Kong, Taiwan, South Korea, Malaysia, Japan, India, the Mid East, Africa Countries, etc seek information or directions - they use English. This is not to mention - Russians, Ukranians and other non English speaking European countries. Most people of the countries just mentioned -- if they learn a second language it is likely English

Strolling around a resort town on the tourists streets exchanges in (broken) English between Thais and Asia foreigners goes on constantly. I doubt seriously that a typical Thai person in a crowded tourist shop could recognize / tell the difference between South Korean and Japanese people unless they had name badges saying 'HI - I am Japanese' - even then it would be doubtful.

Being able to speak English is the reason shop keepers and restaurant owners in Thai tourist towns hire people from Myanmar and Malaysia. These people purportedly speak English -- but my encounters show they speak a select set of trite English phrases and understand little outside that context. And I usually find that the Myanmar guys have the savior faire of a sleazy pickpocket.

English has become the language of International Business - Trading - Banking and General Commerce, International Travel and In Flight Safety Instructions and Air Traffic Control.

I have no idea why Thailand - the Central Government, TAT or any other agency does not understand this. Thais in large numbers are NOT going to learn Chinese, Russian, Korean, Japanese or any other language.

I do not promote English as being some kind of Better Language -- it has just become the most common interchangeable language between people of different origins ... as French was as at one time.

[jim hayes]

So, ordinary tourists are the least desirable! 555

[jaywalker]

If some farang prove to be inept as teachers, let 'em go, and hire new ones.

Also pay English teachers more than what they can earn flipping burgers at McDonald's back in the West.

No wonder many are inept.

[brewsterbudgen]

This article makes false claims. New York City alone well exceeds 50 million tourists per year dwarfing Thailand's 16 million. How could Time Magazine state that Bangkok was "the most visited city n the world?"

The majority of Thailand's tourists are sex trade primaries. This is a dark never discussed secret of Thailand. Without sex trade, Thailand would be nowhere on the tourist map.

I think you're completely wrong. The majority of tourists are from China, Korea, Russia, Japan and other non-western nations and while it may apply to some Japanese, the majority are certainly not here for sex. If anything the number of sex tourists is declining rapidly as younger and younger westerners holiday in Thailand, and the places like Nana, Cowboy and Pattaya are full of expats!

[alant]

Is this really a piece by a noted academic? It reads like a propaganda piece under some pen name. At least to me it does.

[upena]

The visitor numbers are pure BS

[h90]

Generally there are four genres of tourists: ordinary tourists; intelligent travellers (including eco-tourists); cultured travellers; and meetings, incentives, conventions, and events (MICE) visitors. Individuals in the first category are the least attractive. Thailand should strive to increase numbers in the latter three categories. Fortunately, Thailand has impressive and extensive MICE facilities.

Unfortunately, Thailand has nothing to attract intelligent, cultural or MICE tourists other than a reputation which, quite frankly, is one of sleaze. Thailand needs to clean up their country both literally and figuratively if they truly want to compete long term for the tourist buck. What I expect is plenty of rhetoric and, as usual, no substance.

has nothing? Which countries would be better? Thailand could be better, no question but I don't see any others with the same value for price, exotic environment, nice weather, good beaches, SAFETY, good food. good infrastructure.

[Thailand]

Surging tourism?

[Thian]

Solly sir, temple closed today. Hab boattrip on liver, you like?

Even at the Grand Palace tourists get scammed daily, thai all know about it and nothing gets done.

Finding a taxi metre in that area is also impossible.

Not strange that Thailand got a name of scamland.

[nong38]

You come to Thailand, you learn Thai!

As usual economic facts and figures chosen at random to create a feel good factor and show how well things are going here. If you wan to come for a relaxing holiday when its cold back home then come lay by the pool, get some drinks in the evening, every day if thats what you want. If you want to do more you will soon run out of ideas. I fouy look closely you will see that some of the locals will take advantage of you or your good nature, would you then come back for some more of the same? Then there is all those Russian menus what are we going to do with them?

A complex and chaotic society awaits the weary traveller where English skills are poor, where yes can mean yes, no or maybe.

[Baerboxer]

Generally there are four genres of tourists: ordinary tourists; intelligent travellers (including eco-tourists); cultured travellers; and meetings, incentives, conventions, and events (MICE) visitors. Individuals in the first category are the least attractive. Thailand should strive to increase numbers in the latter three categories. Fortunately, Thailand has impressive and extensive MICE facilities.

Unfortunately, Thailand has nothing to attract intelligent, cultural or MICE tourists other than a reputation which, quite frankly, is one of sleaze. Thailand needs to clean up their country both literally and figuratively if they truly want to compete long term for the tourist buck. What I expect is plenty of rhetoric and, as usual, no substance.

Of course you would know more than the professor.

Try checking the amount of conferences that are held in Thailand. And, not all the participants are here for the sleaze either.

[DoctorG]

I think I would give Prof. Fry a C- for that article.

The first half was full of promo fluff, and the rest was just conjecture.

[MaxLee]

Simple answer:

You can't teach a language through rote learning, but here in Thailand, most institutes still do this "INSANITY" .....

[klauskunkel]

Gerald W Fry

Distinguished International Professor

College of Education and Human Development University of Minnesota

gwf [at] umn.edu

Just wondering if His Distinguishedness has ever been to Thailand

[Oziex1]

This article makes false claims. New York City alone well exceeds 50 million tourists per year dwarfing Thailand's 16 million. How could Time Magazine state that Bangkok was "the most visited city n the world?"

The majority of Thailand's tourists are sex trade primaries. This is a dark never discussed secret of Thailand. Without sex trade, Thailand would be nowhere on the tourist map.

Don't have any stats on that do you? Don't agree with the sex tourist comment, I believe they are not the majority far from it.