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USAC – ASEAN Tourism

ืที่มา: ประชาชาติธุรกิจ

Syllabus (2018 Fall)


This course, ASEAN Tourism Development and Management, focuses on the current issues in tourism development and management in the Southeast Asia. The course offer fundamental knowledge on tourism management and development. The key contents encompass various specific aspects of tourism development and management in the region under the contexts of ASEAN including infrastructure development, mutual recognition of agreement (MRA) on tourism labour flow in the region as well as he management of logistics and supply chain of the tourism supply chain.

Students who successfully complete this course are expected to be able to critically understand the revolution of tourism development, to comprehend the tourism management process and be able to suggest the managerial solution and sustainable policy of the tourism industry in the Southeast Asia.


Welcome to ASEAN Tourism Development and Management! In this course we will study different aspects of issues related to tourism development and management under the ASEAN contexts.

By the end of this semester students should achieve the following capabilities:

  1. Knowledge-specific capabilities: encompassing fundamental concepts, key principles, relevant theories, applicable methods and contemporary issues and practices related to the tourism development and management in the ASEAN contexts. The ability to critically analyze and apply these knowledge capabilities in different circumstances is emphasized.
  2. Problem-solving capabilities: the focus is to develop the ability to think critically and creatively and to be analytical, methodological and innovative in approaching problems
  3. Research capabilities: the emphasis is to develop capabilities in conducting literature reviews based on specific research problems or questions, in analyzing empirical data, in logically and systematically organizing research data and information generated from research, and in efficiently and effectively communicating to interested parties


After successful completion of this course, students should:

  1. Be able to effectively discuss the nature of tourism development and management in the ASEAN contexts
  2. Appreciate the key challenges and risks involved in tourism development and management in the ASEAN contexts
  3. Discuss the nature and role of the key parties in the ASEAN tourism supply chain
  4. Demonstrate a critical understanding of the various tourism development policy and management techniques available and their characteristics
  5. Suggest an appropriate tourism development policy and management techniques in the ASEAN contexts

Teaching Method and Student Responsibility

The text book theory will be applied to real life situations, and there will be lectures, discussions, presentations, and analysis of various case studies.

Students are encouraged to ask questions and will be responsible for reading the applicable sections of the text book before arriving in the class room. Students are also required to attend classes and participate actively in the class discussions. Only one excused absence is allowed (with documented, serious reason). Each additional absence will count as minus two points from the final grade (of 100).

Field trips





PART ONE: Fundamental of Tourism (Week 1 & 2)



Chapter 1
The Tourism Eco-System
Chapter 2
Principles of Tourism Development
Chapter 3
Principles of Tourism Management

PART TWO: Regional and National Contexts

Download Slide:
– Emerging Trend of Tourism

Chapter 4
Current Tourism Situations in the Southeast Asia
Chapter 5
Tourism in the ASEAN 5 (Thailand, Singapore, Malaysia and Indonesia)
Chapter 6
Tourism in the CLMV (Cambodia, Lao PDR, Myanmar and Vietnam)

PART THREE: Current issues in ASEAN Tourism Development

Download Slide here

TTCI Report 2015

PART FOUR: Cases in ASEAN Tourism Management

Slide: ASEAN 2030, MRA
Task: Applying ASEAN2030 to your selected country (download doc file)

The MICE industry in ASEAN (slide)

Community Based Tourism

Classroom policies

  1. All wi-fi, cell phones, computers or similar items will be in the off position and not used during class unless specifically requested by the instructor.
  2. Attendance is required. Only one excused absence is allowed (only with documented, serious reason). Any absences will result in the loss of 2 points from the final course grade. Students are responsible for any work missed in class and for turning in any assignments on the correct due date. The professor reserves the right not to accept any late assignments or to lower the grade significantly.
  3. No exams or presentations can be postponed or made up. Please make sure you are present to complete all work and take all exams as scheduled.
  4. Being late or leaving class early can result in the loss of points from the final grade. Please return promptly from any class breaks. Any disruptive behavior may lead to the student’s removal from the classroom and/or course, at the discretion of the professor and program director.
  5. Please no food or drinks in the classroom unless otherwise confirmed.
  6. No filming or recording of the classes allowed without the written consent of all present.
    Auditing: Audit students have to attend classes regularly (at least 75% of the classes) and complete their homework and activities like every other student. They are not required to take the final exam. At the end of the course they will receive “Audit Pass” or “Audit Fail.” Confirm audit status by drop/add date set by USAC office (no changes allowed after that date). Please see the professor for any additional requirements or questions.


The course grade is based on these elements; course project, assignments, a midterm exam and a final exam. Related course materials, such as summaries of lecture notes, solution keys to assignments, practice questions for exams and selected old exams, will be posted on the course website listed above as the class progresses. The midterm and final exams will be held by the USAC calendar. There will be no make-up exams. Exam dates cannot be changed for any reason.

The grades are assigned according to the following formula:

  1. 30%: Individual project
    Each student will select a topic in ASEAN tourism and analyze the current situation in the region, and offer recommendations for business and government. Submission include a 2,000-word of report and a 10-minute presentation with slides.
  2. 30% Group project
    A group of three students working on tourism development for a selected case from fieldtrips. Submission include a 1,000-word report and a 10-minute presentation with slides.
  3. 30% Individual Field trip reports (3 reports, each report accounts for 10%)
  4. 10% Class Participation


*Topics and assignments may vary. Additional assignments or evaluations may be required at discretion of professor.


After in-class lectures and discussions, students in this class will have opportunities to experience the local tourism environments.

See the blog about field trip to the Golden triangle and Mekong tourism here.

Screen Shot 2558-04-28 at 1.39.21 PM

Grade Scale

  • A 100-93
  • A- 92-90
  • B+ 89-87
  • B 86-83
  • C+ 79-77
  • C 76-73
  • C- 72-70
  • D+ 69-67
  • D 66-63
  • B- 82-80
  • D- 62-60
  • F 59-00

Students are responsible to confirm all assignments are received by their instructor. This includes assignments submitted electronically or left on the instructor’s desk or mailbox when the instructor is not present.


Every effort will be made to accommodate students with disabilities or special learning needs. If you have a documented disability for which you have already requested accommodations through the USAC Central office, your instructor will have been notified so that arrangements can be made early in the term.


Plagiarism, cheating, submitting work of another person or work previously used and other forms of academic dishonesty will lead to lowered course grades, failure of the course or more severe measures, depending on judgments of the gravity of the individual case.

Statement on Audio and Video Recording

Surreptitious or covert video-taping of class or unauthorized audio recording of class is prohibited by law and by Board of Regents policy. This class may be videotaped or audio recorded only with the written permission of the instructor. In order to accommodate students with disabilities, some students may have been given permission to record class lectures and discussions. Therefore, students should understand that their comments during class may be recorded.

External Readings (Optional):

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