Journal of Modern Management Science

Development of Model Community Potential for Management Creative Community-Based Tourism Based on Local Food Knowledge in Khok Kloy Sub-district, Takua Thun District, Phang Nga Province

Sunanta Kantanon — Mon, 30 Jun 2025 00:00:00 +0700

This research has the objectives to study about develope creative community-based tourism channels based on local food to target tourists to study about develop creative community-based tourism products based on local food wisdom and to study about develop community potential as a model for creative community-based tourism management based on local food wisdom, Khok Kloi Sub-district, Takua Thung District, Phang Nga Province, is a mixed research. The sample group was 30 community leaders, entrepreneurs and people in the community for in-depth interviews and collect data from tourists Using a questionnaire for quantitative research, 397 people. Marketing channels consist of 3 strategies: 1) create a career, raise the level of tourism marketing channels. By creative communities based on local food, 2) people development, and 3) product development and marketing channels. Community-based tourism products are natural calcium and pineapple juice potential to be a model community in tourism the overall image was at an excellent level Expectations and reality of tourists found that Overall satisfaction of the respondents increased

Causal Relationship of Competency, Innovation and Marketing Orientation Influence the Competitive Advantage, Center of Sports Sciences, National Sports University

Rachata Tanowsri, Bongkotchakon Hongsam — Mon, 30 Jun 2025 00:00:00 +0700

The purposes of the research were to 1) investigate the importance of competency, innovation, marketing orientation, and competitive advantage; 2) investigate the influence of competency, innovation, and marketing orientation on competitive advantage; and 3) develop a structural equation model of competitive advantage for the Sports Science Center National Sports University. The sample consisted of 420 people who used the Sports Science Center Thailand National Sports University's services. Data was collected using questionnaires, and data was analyzed using statistical analysis and the structural equation model. The results showed that marketing orientation was discovered to have the greatest direct impact on competitive advantage, followed by competency, which has a direct impact on marketing orientation. Competencies have a direct impact on innovation. Innovation has a direct impact on marketing objectives. Innovation has a direct impact on competitive advantage; competency and innovation have little direct impact on competitive advantage, but they do have an indirect impact via marketing orientation. The results of this study show that the measurement model was in congruence with empirical data. This model exhibits the goodness of fit.

The Impact of COVID-19 on Thai Products on Chinese Online Platform

Aphichat Tannitisuphawong , pornnapa ฺBoonnamma — Mon, 30 Jun 2025 00:00:00 +0700

This study investigates the impact of the COVID-19 outbreak on Chinese consumers’ purchasing decisions of Thai products on major Chinese e-commerce platforms, including Tmall.com, JD.com, Taobao.com, and 1688.com. Data were collected through an online questionnaire (https://wj.qq.com/index.html) from 398 Chinese consumers who had experience purchasing Thai products on these platforms. The analysis employed the PROCESS Macro to test the moderated relationship between perceived value and purchase decision under varying levels of COVID-19 impact. The results indicate that the perceived value of Thai products significantly influences purchase decisions among Chinese consumers (β = 0.556), suggesting a strong positive relationship. Specifically, when the perceived impact of the COVID-19 outbreak is low, the influence of perceived value on purchase decisions remains high and statistically significant (β = 0.6419), indicating that consumers continue to value the worth of products. However, under conditions of high COVID-19 impact, the effect of perceived value decreases and becomes statistically insignificant (β = -0.0845). These findings highlight that in times of crisis, Chinese consumers tend to prioritize necessity and safety over product value, which negatively affects the sales performance of Thai products in the Chinese market. Therefore, Thai entrepreneurs should adapt their marketing strategies to emphasize safety, value, and appropriate communication aligned with the situation to effectively meet the changing demands of consumers in the Chinese e-commerce landscape.

Guidelines for Driving the Upgrading of Handwoven Cotton to Community Product Standards (CPS) Based on Local Identity in Loei Province

Sakunthai Pommarang — Mon, 30 Jun 2025 00:00:00 +0700

This research aimed to investigate the factors influencing the performance of community enterprises producing handwoven cotton under the Community Product Standard (CPS), based on the local identity of Loei Province. It also sought to propose strategic guidelines for product upgrading. A mixed-method approach was employed, using quantitative data from 275 questionnaires and qualitative insights from 30 in-depth interviews. Stepwise multiple regression was used for analysis. The findings revealed that entrepreneurial characteristics, perception, and development potential significantly influenced enterprise performance. Among these, entrepreneurial characteristics had the strongest impact, followed by perception and potential. Together, these factors accounted for 74% of the variance in performance outcomes. The study recommends strategies including skills development, marketing support, public relations, and the utilization of local identity to enhance product value and sustainability, with government support playing a key role.

The Impact of Environment, Social and Governance (ESG) Practices on Financial Risk Management in Listed Companies on the Stock Exchange of Thailand of the SET100

Aukkaradej Chaveerug — Mon, 30 Jun 2025 00:00:00 +0700

This study aims to analyze the relationship between compliance with Environmental, Social and Governance (ESG) practices and financial risk management among listed companies in the Stock Exchange of Thailand (SET100 group). Financial risk management is measured using the debt-to-equity ratio (D/E Ratio) as a proxy for financial risk. The sample consists of 92 companies during the period 2021–2023, with data collected from company information summaries published on the official website of the Stock Exchange of Thailand. The statistical method employed for data analysis is multiple regression analysis. The results reveal that compliance with ESG practices in all three dimensions environmental, social, and governance has a statistically significant relationship with the D/E Ratio. In particular, the environmental and social dimensions show significance at the 0.01 and 0.05 levels, respectively. Additionally, control variables, namely company size and firm age, are found to have a positive relationship with the D/E Ratio, indicating that larger and older companies tend to rely more on debt financing. The multiple regression model explains 73.5% of the variation in the D/E Ratio, demonstrating a high level of predictive accuracy and effectiveness in financial risk management. Furthermore, a high F-statistic confirms that the regression model is statistically appropriate for prediction. Therefore, financial risk management based on ESG practices is a key strategic tool that can be applied in long-term and sustainable financial planning for businesses.