A Perception Study of Multicultural Values: Applying Hofstede’s Values Survey Module in the Thai Setting


This paper aims to track the changes in Thailand's cultural dimension score over a decade. The research methodology includes the target dissemination of Hofstede's Value Survey Module 2013 to collect data online from corporate employees with 264 usable responses. Demographic data of respondents are majority female (54%), age 36 years and above (77%), graduated with a master’s degree (66%), and having a managerial title (54%). Data analysis consists of the formula calculation of mean scores into the dimensions, including power distance, individualism, masculinity, uncertainty avoidance, long-term orientation, and indulgence. The dimension scores further require a designated constant computed from the shift, using seven particular Asian countries as a reference region. The final dimension score results show an increase and decrease from the originals. The surveyed power distance score is 40, a 24 points reduction from the original score of 64, indicating a shift in the lower value of seniority and hierarchy among the respondents. The remaining dimensions have higher scores than the previous, ranging from 8 to 34. The highest changed score is masculinity changing from the original 34 to 68, reflecting an increase in competitive and winning value. The minimal change score is uncertainty avoidance, from 64 to 72, indicating a slight increase in how people value the necessity of rules. Perceived benefits of this study include updated perceptions of Thai respondents as a fresher view after the original and how to apply the VSM formula index to obtain a new score in the future study.

Author Information
Pradit Wanarat, NIDA School of Business Administration, Thailand
Maneewan Chat-uthai, NIDA School of Business Administration, Thailand
Tatchawan Kanitpong, NIDA School of Business Administration, Thailand

Paper Information
Conference: ACEID2023
Stream: Educational Research

This paper is part of the ACEID2023 Conference Proceedings (View)
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To cite this article:
Wanarat P., Chat-uthai M., & Kanitpong T. (2023) A Perception Study of Multicultural Values: Applying Hofstede’s Values Survey Module in the Thai Setting ISSN: 2189-101X – The Asian Conference on Education & International Development 2023 Official Conference Proceedings https://doi.org/10.22492/issn.2189-101X.2023.21
To link to this article: https://doi.org/10.22492/issn.2189-101X.2023.21

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Posted by James Alexander Gordon