In the service industry it is the people who create distinctiveness. With the core concept to deliver
Thai hospitality there is no one will understand Thai culture better than Thai people themselves.
Sending Thai people to international branches only in top positions might not be enough since the
service providers would be local people who would still carry their own culture. Therefore, Dusit
should send Thai people to work abroad in order to share Thai culture to colleges. Since this is also a
good opportunity to create jobs for Thai people, Dusit can choose to send current staff, which has
shown good performance, to work abroad since they are professionals in performing their job. That
would also be a way to reward staff that does his or her job well by giving him or her an opportunity to
work abroad. Our staff would then be trained for the specific cultural aspects in order to ensure
smooth services in all our branches.