Thailand

Abstract

While Thailand is characterized as a “land of smiles,” that cultural asset does not necessarily translate into a population of natural hospitality workers, as some Westerners would hope. Instead, the smile often reflects the Buddhist desire for inner balance. Indeed, the number of trained hospitality workers is not sufficient for the current demand. Thailand has seen tremendous increases in its tourist traffic, which has overwhelmed its existing infrastructure and encouraged environmental degradation at its two most popular destinations, Bangkok and Pattaya. Although other destinations are opening, notably Phuket and Chiang Mai, operators must realize that each venue requires an individual approach. Relatively progressive, Thailand is still under control of its military, at least in the background. In sum, while the opportunities clearly exist, hotel operators entering Thailand (or any Pacific Asia nation) must be aware of local conditions and cultures or risk failure.