International Journal of Multidisciplinary in Management and Tourism

Post-Crisis Management of High-End Domestic Tourism: Evidence from Thailand

Sanya Kenaphoom — 2025-08-06

Thailand, one of the nations most dependent on tourism globally, had a severe economic shock during the COVID-19 pandemic as a result of its reliance on foreign tourists, which decreased by more than 83% in 2020. This crisis exposed deep flaws in the country's tourism sector and prompted a strategic shift toward supporting the local tourism market, particularly among affluent Thai visitors. The study aims to explore how Thailand changed its tourism strategy in response to the epidemic by concentrating on high-end domestic tourists. It examines shifts in consumer behavior, business advancements, and governmental laws to create a more resilient and regional tourism strategy. The research employs a qualitative case study methodology and uses secondary data sources such as government papers, publications from the tourism industry, expert analyses, and case studies from popular tourist locations like Phuket, Chiang Mai, Hua Hin, and Khao Yai. Comprehensive insights into tourism adaptation between 2020 and 2024 are provided via triangulated data collection. The findings show that wealthy Thai tourists diverted their funds to upscale domestic experiences that prioritize exclusivity, privacy, and well-being. In response, companies used digital marketing techniques, local collaborations, and service personalization. Subsidies and public-private infrastructure projects provided by the government were crucial. Hybrid tourism-real estate models have become more popular in places like Hua Hin and Khao Yai, while places like Phuket and Chiang Mai have effectively remade themselves for the local elite market. In conclusion, Thailand's transition to upscale domestic travel provided both a long-term resilience foundation and a cushion against the crisis. The strategic significance of market diversification, sustainable tourism growth, and inclusive policy design is emphasized in the paper. For other economies that rely on tourism and are trying to prepare their sectors for the future, these findings have important implications.

The Digital Shift: Emerging Business Management Trends in the Age of Transformation

Phanutat Sawadthaworn — 2025-08-06

Innovations like blockchain, cloud computing, artificial intelligence (AI), and the Internet of Things (IoT) are propelling the digital age, which is changing the fundamentals of corporate administration and operations. The demands of speed, flexibility, and customer-centricity are posing a growing threat to traditional models, which is causing a systemic change in industries. The purpose of this study is to investigate how business management practices are affected strategically by digital transformation. Agile management, data-driven decision-making, remote and hybrid work, customer-centric tactics, and platform-based business models are among the new trends it looks into. To examine the consequences of digital transition, this qualitative study integrates knowledge from industrial case studies, scholarly literature, and technology frameworks. To find recurrent trends in management strategies for the digital age across different industries, the study uses a thematic analysis technique. The results show a dramatic change from product-focused, hierarchical management to customer-focused, decentralized, technology-integrated structures. While data analytics and real-time decision-making generate competitive advantage, agile approaches improve organizational flexibility and innovation. Furthermore, new digital skills and collaboration technologies are needed as platform-based ecosystems and hybrid work models become more commonplace. In conclusion, the digital transformation is not a one-time event; rather, it is a continuous process. Business leaders must support inclusive innovation, ethical data usage, and ongoing learning. Future studies should examine the long-term impacts of emerging technologies like generative AI as well as sector-specific applications. Investing in digital literacy, encouraging adaptable leadership, and incorporating digital technologies into strategic and educational frameworks are some examples of practical ideas.

Classroom Management for the Preservation of Traditional Chinese Music

Huang Zhiqing — 2025-08-06

This article aimed to explore classroom management for the preservation of traditional Chinese music. The researcher conducted the study using qualitative research methodology. Research instruments included expert interviews in the field of music and classroom observation. The findings were used to design and implement a classroom management plan to promote cultural knowledge through Jiangxi folk music. The research participants consisted of a music teacher at No. 1 High School and a sample group of 30 junior secondary students. Through the study of folk songs for use in compulsory music education, the researcher identified four suitable Jiangxi folk songs: The Sun is Red on Jinggang Mountain, Ying Shan Hong, Song of Invitation to Tea, and Ten Farewells to the Red Army. These songs share a contrafactum structure—repeating the same melody while varying the lyrics. They are primarily composed in B♭ Major and A Major and use 2/4 and 3/4 time signatures. The lyrics reflect themes of patriotism, revolution, nature, and local traditions, serving as a musical archive of Jiangxi's cultural heritage. Instructional materials were developed to bridge theory and practice, including pitch modulation exercises and rhythm-counting aids. Classroom activities—such as essay writing, cultural discussions, mini-exhibitions, and simulated tour guide projects—enhanced students’ understanding and appreciation of folk traditions. A comprehensive classroom management approach was applied across four key areas: environment, behavior, discipline, and motivation. This included creating interactive displays, encouraging collaborative learning, assigning clear group responsibilities, and using thought-provoking questions to stimulate critical thinking. The study found that integrating Jiangxi folk songs into music education not only enriched students' cultural knowledge but also promoted active and positive learning engagement. It concludes that integrating traditional folk music culture into classroom management through Jiangxi folk songs significantly enhances cultural understanding and contributes to the preservation of Chinese folk music traditions.

Integrating Knowledge Management and the Kodály Method in Teaching Chinese Traditional Music to Primary Students

Ni Zhihui — 2025-08-06

This article focuses on Knowledge Management for Chinese Traditional Music through the Kodály Method. The research investigated teaching practices and knowledge management in upper primary music classrooms at Dinglan Third Primary School, Shangcheng District, Hangzhou, Zhejiang, China. The study population consisted of Grade 4–6 students, with approximately 30 students per class. The research employed qualitative methods, using semi-structured academic interviews and classroom observations as primary tools for data collection. The researcher conducted classroom observations over a period of 16 weeks. The findings revealed that the music teacher incorporated three Chinese traditional songs: Dongting Lake, Little Flying Dance, Victory Celebration. These three songs focus on classroom instruction using the Kodály teaching method, developing five types of exercises: Rhythm Exercises, Sight-singing Exercises, Aural Training Exercises, Hand Signs Exercises, and Composition Exercises. The teacher effectively integrated Kodály's pedagogical principles with traditional folk music content. The study applied a five-step knowledge management process to structure the instructional approach: 1. Identifying – determining key knowledge relevant to the subject, 2. Acquiring – gathering and expanding knowledge through internal and external sources, 3. Storing – systematically organizing the acquired knowledge, 4. Sharing – disseminating and communicating knowledge effectively, and 5. Applying – putting the knowledge into practice within the classroom setting Knowledge management in the music classroom at Dinglan Third Primary School was found to be effective. The school successfully applied Chinese folk music knowledge to the Kodály teaching method in a systematic and structured manner, resulting in an effective solution to the challenges of teaching folk song performance in the classroom.