Journal of International Studies, Prince of Songkla University

The Structural Influence of Quality and Value Affecting Brand Loyalty in Chiang Rai Brands, Chiang Rai Province

ฺBenchawan Benchakorn — 2024-10-29

The purpose of this study is aim to develop and verify the consistency of a structural equation model examining how quality and value affect brand loyalty for the Chiang Rai Brand in Chiang Rai Province. Data was gathered from 400 customers of Chiang Rai Brand products using purposive sampling. Questionnaires were employed to collect the data, which was then analyzed using statistical software to obtain basic statistical results and confirm the model through structural equation modeling (SEM).

The study found that the developed structural equation model of quality and value affecting brand loyalty in the Chiang Rai Brand was consistent with the empirical data and demonstrated a good fit. Product quality and product value factors affected brand loyalty in Chiang Rai Brand products with factor loadings of 0.95 and 0.62, respectively.

For product quality variables, ease of use had the highest effect on loyalty, followed by meeting customers' minimum requirements of customers, and standards certification, with factor loadings of 0.94, 0.80, and 0.69, respectively.

Regarding product value variables, the monetary value of Chiang Rai Brand products had the greatest impact on loyalty, followed by emotional value, and social value. The corresponding factor loadings were 0.97, 0.92, and 0.61, respectively.

Tourists’ Behavior and Expectations in Wellness Tourism: A Study of Phuket, Thailand

Jakraphan Chaopreecha — 2024-10-29

The objective of this research was to study behavior and expectations of Thai and foreign tourists in order to understand market demand and market potential of wellness tourism in Phuket, Thailand. The sample size was 434 Thai and foreign tourists. Convenience Sampling was used as a sampling technique in this study. The results of the study showed that destination quality, namely beach attractions, was the main factor influencing tourists’ choice of destination (23.92%). Most of the respondents were interested in experiencing food-related activities (28.10%). It was also found that the respondents had expectations, which created motivation for them to take into account the most nature-friendly and healthy for products and services. They also placed importance on destinations with good weather (x̄ = 4.43), followed by the desire to experience natural aesthetics (x̄ = 4.39).

Thai-ness in Food Presentation: A study of International Tourists’ Perspectives

Patthawee Insuwanno — 2024-10-29

The study explored the intricate relationship between food and culture, where food serves as a reflection of culture while culture shapes food production and presentation. This investigation focused on the perceptions of international tourists on Thai-ness elements on food presentation, examining key attributes: perceived quality (encompassing freshness, taste, and hygiene), perceived authenticity, perceived value-added, perceived food aesthetics, willingness to pay a premium, and overall satisfaction. To conduct this examination, a sensory evaluation method, the paired comparison test, was employed to determine which of two food samples exhibited superior sensory attributes. The study employed Thai cuisine, featuring two distinct presentations— one imbued with Thai cultural elements (Thai-ness), and the other without such influence (non-Thai-ness). The findings revealed that the incorporation of Thai cultural elements significantly enhanced perceptions of all tested attributes. Moreover, it unveiled that international tourists have greater willingness to pay a premium for culturally enriched food presentations. In conclusion, this study sheds light on the symbiotic relationship between food and culture, demonstrating the positive impact of cultural elements, such as Thai-ness, on food perception and international tourist’s behavior. The paper concludes with a discussion of the study's implications and limitations, offering insights into the broader significance of this research.

Readiness for Senior Workers in the Phuket Hotel Industry, Thailand: Perspective of Human Resource Professionals

Patthawee Insuwanno — 2024-10-29

This study aimed to explore the advantages and disadvantages of employment for senior workers, to investigate their job opportunities and constraints, and to assess the readiness for senior employment in hotel industry, from a human resources professional’s perspective. Using a qualitative approach with semi-structured interview, ten human resources professionals from different hotels in Phuket were recruited in this study based on a purposive sampling technique. Findings indicate limited employment prospects for senior workers due to decreased physical energy, flexibility, and increased costs. Notably, hotels with a longer history showed a greater inclination to hire seniors. The study recommends government interventions and the creation of specialized roles leveraging the experience of senior workers to enhance job prospects. The paper also addresses implications, study limitations, and avenues for future research.

Structural Equation Model of Relationship Marketing Affecting Customer Loyalty: The Mediating Role of Commitment for Recycling Business in Thailand

Worachai Wongcharoen — 2024-10-29

This research aims to study the influence of relationship marketing on customer loyalty in the recycling business in Thailand. Data were collected from 250 customers of recycling businesses in Thailand who had selling experience with recycling businesses. Quota sampling was used in this study classified to six groups by region. The data analysis was conducted using the Structural Equation Modeling (SEM) approach. The result showed that factors in relationship termination cost, relationship benefits and trust affected customer engagement. The factor of commitment was the mediator variable (R² = 91). Theoretical findings affirmed that the commitment-trust theory remained effective in the context of relationships between organizations and customers whereas practical findings revealed that owners should familiarize themselves with customers and be honesty in weighing scales to create customer loyalty of recycling business in Thailand.

Educational Provision for the Local Arts and Culture Following the Educational Concept by Her Royal Highness Princess Maha Chakri Sirindhorn: A Case Study of Border Pa-trol Police Schools

Doungkamol Bangchuad — 2024-10-29

The objectives of this research were to 1) analyze concepts, practices, and educational management for the transmission of local arts and culture at border patrol police schools and 2) to propose the education management guidelines to carry on the local arts and culture at border patrol police schools thought by Her Royal Highness Princess Maha Chakri Sirindhorn. The research methodology included documentary research, interviews from eight border patrol schools and learning center and focus group discussion. The results found that there were different educational management strategies depending on each school’s context. Most schools focused on local curriculum creation, which integrates with other subjects or activities supported by the Border Patrol Police Division, local government agencies, private sector companies, and the community to transmit their own culture and increase income. The educational management is the role and duty of Border Patrol Police Headquarters to arrange continuous teacher development system for both knowledge and teaching skill, incentive system, and following and supporting these systems based on national education indicators and children youth in the wilderness area development plan of Her Royal Highness Princess Maha Chakri Sirindhorn, including budgeting and specific practical guidance for teachers. School has a role and duty which involved the sharing of teaching ideas to integrate art and culture with other subjects, establishing alumni associations and encouraging sharing among social networks is necessary.

A Comparative Study on Lilit Phra Lo and Butterfly Lovers: Symbols and Representation of Ideologies in Thai and Chinese Socio-cultural Perspectives

Thitiyakorn Aiewnoi — 2024-10-29

This study examined symbols and representations of ideologies and belief systems as well as similarities and differences of ideological perspectives, religious influences, and socio-cultural contexts in Lilit Phra Lo and Butterfly Lovers. This study applied a qualitative method by collecting secondary data and related research via documents and analytical descriptions of the socio-cultural context using a comparative approach and a content analysis approach to analyze the selected sample. Lilit Phra Lo represents syncretism of animist beliefs or supernatural power with Buddhism and Hinduism, which shape the identity of Thai culture. Butterfly Lovers, a Chinese folktale, reflects the elements of Confucianism and Taoism, the core of traditional Chinese society. Both tales play a significant role in reflecting ideologies and belief systems and constructing the cultural values in Thailand and China. The analysis indicates that both cultures cultivate respecting elders and obeying parents; however, there are several differences in ideological and religious influence due to social and cultural contexts. Chinese philosophies emphasize the principle of living harmoniously in society, but Thai people believe in the cause and effect of action. Moreover, both tales conveyed inequality and implications of gender hierarchy under a patronage system and a patriarchal society.

Building Brand Awareness of Fusion Restaurant Business in Narathiwat Province

S. Y. Benharoon — 2024-10-29

Building brand awareness is trustworthy and memorable among consumers; it is of the utmost importance for today's service organizations. This qualitative research aimed (1) to analyze brand identity, and (2) to investigate communication methods, and strategies used to build up brand awareness for the fusion restaurant business in Narathiwat province. Data collection tool was in-depth interviews with entrepreneurs and employees of five fusion restaurants, consisting of two to three people each, totaling 11 informants, using a purposive sampling method. Additionally, the researchers analyzed messages conveyed through logos, images, slogans, and brand graphics of the case studies. The research results showed that the brand identity of the fusion restaurants can be divided into five categories: (1) Gallery cafe' & bistro; (2) Authentic Italian homemade pizza; (3) Halal Korean food; (4) Healthy food, and (5) Contemporary Thai food. Those restaurants in research studies have similar methods of building brand awareness. They used social media as the main channel, and created great content to attract consumers via integrated online/offline advertising and public relations. They also employed influencers to promote and review products, as well as special promotions and discounts, using a viral marketing strategy.

Exploring Sustainability in Hospitality Industry from a Marketing Lens: A Systematic Literature Review

Rattiyaphon Tongyon — 2024-10-29

This systematic literature review examines 43 articles on sustainable marketing within the hospitality industry, sourcing from the SCOPUS database published between 2019 and 2023. The study utilized an integrative review approach, revealing three main findings. Firstly, it highlights various dimensions such as Sustainable Marketing, Social and Cultural Notions, Green Consumers, and Entrepreneurial Marketing in the hospitality industry, emphasizing a relative lack of attention to Green Marketing and Corporate Social Responsibility despite their impact on company performance. Secondly, the research identifies a pervasive absence of universally recognized definitions for sustainability in marketing and consumer behaviour of the hospitality industry, leading to the proposal of a comprehensive term, "sustainability-motivated marketing." Lastly, the study not only organizes existing research but also elucidates future research directions, emphasizing the interdependence of sustainable marketing with entrepreneurship, customer-centric sustainability, and the role of public policy in the hospitality industry

Toponym of Ban Kang Pla: Guidelines for Designing and Developing Community Products from Kang Pla Tree Through Participation Process to Promote Grassroot Economy of Ban Kang Pla Community, Mueang District, Loei Province

Thairoj Phoungmanee — 2024-10-29

This academic article aimed to 1) study the toponym and context of Ban Kang Pla and 2) study the guidelines for designing and developing the community products from Kang Pla trees through participation process for promoting the grassroot economy of Ban Kang Pla community, Mueang District, Loei Province. An interview, focus group conversation, meeting, and an evaluation form were used as research tools for evaluating the design and development of the community products. The obtained data was analyzed using content analysis. The results showed that the toponym of Ban Kang Pla was originated from Kang Pla trees growing and covering the area along the Loei River. Then, the villagers named the village after the name of Kang Pla tree to show the identity of the area. Kang Pla is a small shrub normally growing in wet areas. The guidelines for designing and developing the community products from Kang Pla trees through participation process were divided into 7 stages as follows: 1) making inspiration and concepts of products, 2) searching for community's identity, 3) searching for product information, 4) designing and drafting products, 5) trying using Kang Pla Tree products, 6) criticizing and evaluating products, and 7) marketing and promoting the products