THAILAND:

COMMUNICATION AND
CULTURAL INSIGHTS
Pskov State University
 CORE
CONCEPTS
The Land of
Smiles
Sanuk
Respect
Hierarchy
Monarchy
Buddhism
Traditions
Wat Phra Kaew, Bangkok
 PART I:
SYSTEM OF VALUES

Bangkok National Museum

HARMONY AND
RESPECT
"Face" = reputation,
dignity, and honor.

A harmonious demeanor
and calm disposition are
the norm, while excessive
displays of negative
emotions are avoided.
HIERARCHY AND
LOYALTY
Social status is taken into
consideration when
addressing an individual.
Wai
Honorifics
Personal questions can be
asked to discern another
person's status.
 POWER DISTANCE [64]
People generally do not
Belarus*
challenge the hierarchical
structure.
Russia
Inequalities are accepted; a
strict chain of command and
protocol are observed.
China

Thailand

0 25 50 75 100
Hofstede Insights
 INDIVIDUALISM [20]
Loyalty to the in-group is
Belarus*
paramount and overrides
most other societal rules
Russia and regulations.
Society fosters strong
China relationships where
everyone takes
Thailand responsibility for fellow
members of their group.
0 10 20 30 40
Hofstede Insights
THAI FAMILY
Patriarchal: The household is
deferred to the oldest living
man.
Extended: Often, several
generations will live under
the same roof, and
grandparents, aunts, and
older siblings will help raise
a child.
 SANUK
Sanuk - the effort to achieve
satisfaction in whatever one
does and make the most of
any situation.
The distinction between
work and life is blurred.
Polychronic culture

picture cr. : Nomadic Samuel

 MASCULINITY [34]
This score is indicative of a
Belarus*
society with less
assertiveness and
Russia
competitiveness.
People are motivated by
China their passion rather than
desire to excel.
Thailand

0 25 50 75
Hofstede Insights
 PART II:
COMMUNICATION

Yaowarat Road, Bangkok

VERBAL COMMUNICATION
Indirect communication (avoid blunt refusals,
nodding/saying yes does not necessarily indicate
agreement)
Honorifics (Khun, phi, nong)
Soft voice (raising one's voice is generally
inacceptable)
Humor (lightheartedness/concealing sadness)
 NON-VERBAL
COMMUNICATION
Physical contact
Personal space
Gestures; beckoning
Eye contact
Height and bowing
Nodding
Smiling
Head - sacred body part
Feet - the dirtiest body part picture cr. : Nomadic Samuel
GENERAL CHARACTERISTICS OF THE
CULTURE

High-context
Polychronic
Hierarchical
Collectivistic
 REFERENCES
1. Doing Business in Thailand. Retrieved from:
https://www.referenceforbusiness.com/encyclopedia/Str-
The/Thailand-Doing-Business-in.html
2. Hofstede Insights: Thailand. Retrieved from:
https://www.hofstede-insights.com/country/thailand/
3. Thai Culture. Retrieved from:
https://culturalatlas.sbs.com.au/thai-culture