Journal of International Studies, Prince of Songkla University

Thai Airport Operator’s Knowledge Management During COVID-19

Assoc. Prof. Kom Campiranon, Ph.D. — Tue, 02 Apr 2024 00:00:00 +0700

Airports worldwide, including Thailand, have been affected by a number of factors, including, but not limited to, competition between major airport hubs, emerging technologies, and pandemic. During the COVID-19 pandemic, obtaining critical knowledge and employing knowledge management (KM) to successfully execute airport operations have been necessary. To cope with such challenges, this study has the following objectives: 1) to conduct a SWOT analysis of airports operator’s KM implementation during COVID-19; 2) to conduct a TOWS Matrix analysis to identify KM strategies for the airport operator in the post COVID-19 period. Using a qualitative method and purposive sampling technique, Airports worldwide, including Thailand, have been affected by a number of factors, including, but not limited to, competition between major airport hubs, emerging technologies, and pandemic. During the COVID-19 pandemic, obtaining critical knowledge and employing knowledge management (KM) to successfully execute airport operations have been necessary. To cope with such challenges, this study has the following objectives: 1) to conduct a SWOT analysis of airports operator’s KM implementation during COVID-19; 2) to conduct a TOWS Matrix analysis to identify KM strategies for the airport operator in the post COVID-19 period. Using a qualitative method and purposive sampling technique,

Based on TOWS Matrix analysis, this study has formulated the following groups of strategy for airport KM. 1. Utilizing the strengths of airport knowledge, resources and policy, and a cross functional learning system to maximize the opportunities of creating an agile work process and enabling a digital learning organization. 2. Overcoming weaknesses in KM motivation, communication, and culture by maximizing the opportunities of KM customization, an agile team, and a digital platform. 3. Highlighting the strengths of airport knowledge as well as KM policy and resources to overcome external threats to ensure the airport's continued relevance and success. 4. Minimizing the internal weaknesses of KM to avoid threats such as digital disruption, pandemic, and the loss of critical knowledge due to retired employees. This study also recommends research areas that are relevant to the future development of KM implementation for airport operators.

An Investigation into Social-Media Travel Influencers’ Content Strategies

Sutasinee Na Nakhon, Asst. Prof. Ilian Assenov, Ph.D — Tue, 02 Apr 2024 00:00:00 +0700

The advancement of technology—especially social media—has brought new opportunities for brands to collaborate with social media influencers who, as key opinion leaders, can help them promote products and services in a cost-effective manner. This study aims to explore how Thai social-media travel influencers (SMTIs), travel endorsers who are passionate about travelling, produce travel-related content and share it on their social media platform, organize their organic content and sponsored posts as well as investigate their interactions with their followers. The purposive sampling and a qualitative approach using semi-structured online interviews with 19 influencers were employed in combination with observation of the informants’ social-media accounts. The findings reveal that the core elements of the organization of organic content are photographs or videos, travel information, and interaction with followers. When it comes to paid content, the key strategies for organizing sponsored content generated by the influencers include posting time, number of product photographs, tie-in strategies, useful and interesting content, and implicit advertising words. The practical implications for both SMTIs and digital marketers are discussed further.

The Skill Gap Assessment of Sales and Marketing Personnel in Hotel Business, Phuket, Thailand

Sriprapha Nguanson, Asst. Prof. Tatiyaporn Jarumaneerat, Ph.D. — Tue, 02 Apr 2024 00:00:00 +0700

Nowadays, information and communication technology (ICT) plays a significant role and has brought about changes in sales and marketing practices, resulting in a heightened demand for digital marketing skills and professionals across all sectors of business. Consequently, it becomes crucial to assess whether there exists a gap in sales and digital marketing skills among hotel sales and marketing personnel, in response to the evolving business landscape. The study employed a quantitative methodology, utilizing a purposive sampling technique. A total of 210 samples were collected, and the data were analyzed using both descriptive and inferential statistics, including the application of a paired sample T-test. The findings revealed that out of the 39 skill gaps examined, 34 exhibited statistically significant differences between the currently acquired skill levels and the anticipated future skill requirements. Notably, the largest skill gap was observed in the domain of search engine marketing (SEM). As a result, the study indicated that hotel sales and marketing personnel require reskilling and upskilling initiatives to obtain a competitive advantage in the hotel industry within the context of the digital economy.

Social Reflections of New Normal in Thai Contemporary Short Stories

Assoc. Prof. Saiwaroon Soontherotoke, Ph.D. — Tue, 02 Apr 2024 00:00:00 +0700

The research titled “Social Reflections of New Normal in Thai Contemporary Short Stories” aims to 1) examine the state of Thai society during the period of the COVID-19 pandemic depicted in 112 short stories selected in the project "COVID Transforms Us, Narratives Transform the World," written between July and August 2020, and 2) analyze the writers’ perspectives reflecting the changes in new lifestyles through these short stories.

The findings revealed that these short stories present reflections of new social lifestyles, including 1) the use of technology and the internet for remote working or working from home, online shopping, transactions, and entertainment, 2) emphasis on social distancing measures with an increased focus on cleanliness, 3) intense follow-up of news and information, and 4) a struggle for daily life balance encompassing professional and personal life, coping with stress, and living with family in a desirable environment. From the selected short stories, the writers introduce several concepts, including: 1) life balance, 2) education in new lifestyles, 3) search for job livelihoods particularly in an aging society 4) economy and business transactions, and 5) recreation and exposure to nature.

This research concluded that creative writing serves as an art form that expresses various societal events. Writers skillfully weaved narratives that relate to life, culture, traditions, and norms during the outbreak of the COVID-19 pandemic. Contemporary history in short stories is a crucial component linking imagination, attitude, and emotion. The survey responses regarding writers’ attitudes indicated that being a writer offers advantages over other professions due to enhanced imagination and positive attitudes, which contributes to happier living. Furthermore, most respondents resided in the up-country, so they experienced less impact from the COVID-19 pandemic compared to urban residents. However, they still urged the government to provide support and opportunities for the registration of professional writers.

Images of Love in Three Contemporary Chinese Literature Translated by Her Royal Highness Princess Maha Chakri Sirindhorn

A-thipat Nitnara, Assoc. Prof. Kanokporn Numtong, Ph.D. — Tue, 02 Apr 2024 00:00:00 +0700

The purpose of this research was to study the image of love in three contemporary Chinese literature translated by Her Royal Highness Princess Maha Chakri Sirindhorn, namely, Bai Yin Na - The Hidden Village on the Heilongjiang Riverbank 《白银那》, A story of What Love is Not Painful 《哪种爱不疼》 and the story of Emerald 《祖母绿》

The results showed that the image of love in contemporary Chinese literature translated by Her Royal Highness Princess Maha Chakri Sirindhorn used two types of love image: the Simile and the Metaphor forms. Images used in the translated version of the literature contained both the images that were used in the original literature and those from the translations to enhance the reading experience. Words used in the translated version are both based on the original language and adapted from the original language but retains the meaning of the original language. Additionally, The three Contemporary Chinese literature in the translated version use language that is easy to understand And use images that enhance the reader's imagination.

The Chinese Image reflects in the Commoner Genre Character: Case Study of Geng Xingguang from the TV Series “Bright Star”

Lalida Wissanuwong — Tue, 02 Apr 2024 00:00:00 +0700

This article aims to explore the portrayal of Chinese identity within the context of ordinary character archetypes (小人物) through the case study of Geng Xingguang (耿星光) from the TV drama series "Bright Star" (星光灿烂). By examining the character, it becomes evident that the reflection of Chinese identity is closely tied to the authentic cultural context of Chinese life, encompassing four essential aspects: 1) love and compassion for others, 2) morality and ethics, 3) gratitude, and 4) a positive influence on those around them. Geng Xingguang, the protagonist, serves as a prime example of the values that modern Chinese society should uphold, emphasizing the significance of empathy, understanding, and caring for others, as well as the preservation of these virtues and ethics rooted in traditional Chinese culture. The character highlights the notion that an individual's acceptance within society is not solely determined by their intelligence or ability but rather by their moral character. The concept of "goodness" serves as a moral standard that shines through in this character study.

The Study of the Sacrifice and Beliefs of the Royal Ploughing Ceremony in Joseon Dynasty

Prof. Parit Yinsen, Ph.D., Assoc. Prof. Pichet Saengthong, Ph.D. — Tue, 02 Apr 2024 00:00:00 +0700

The purpose of this article is to study the Royal Ploughing ceremony from the chronicles of Jeseon and related documents. It focuses on the beliefs related to the agricultural way of life of the Jeseon people. The study found diverse beliefs reflecting a society rooted in agriculture, closely connected to nature and the supernatural. However, the beliefs in these customs and rituals also showcase the role of the monarch in sustaining the livelihood of the subjects, highlighting societal divisions. The state uses the Royal Ploughing ceremony as a special platform to demonstrate that people from different social strata share in the hopes of a bountiful agricultural yield.

The Evolution of Human Resource Management in Thailand: Phenomenological Research

Tue, 02 Apr 2024 00:00:00 +0700

This study was qualitative research that used phenomenology strategies. The research objective aimed to study the evolution of human resources management in Thailand from the perspective of human resources experts. Key informants were five human resources experts who have more than 30 years of experience in the human resources management field and used to hold the position or are currently holding executive positions in human resource management associations, institutes, or clubs. The data gathering used purposive sampling through online interviews. For data analysis, content analysis was employed. The findings revealed that the evolution of human resource management in Thailand was divided into seven periods: The 1st period (the beginning of personnel management) - before 1965, the 2nd Period 1965-1975, the 3rd 1976- 1985, the 4th period 1986-1995, the 5th period 1996-2005, the 6th period 2006-2015 and the 7th period 2016 to present. Moreover, political events, economic and social policy, and the changing world situation affected Thailand's organizations and human resources management.

The Acceptance of Thai Consumers towards Thai Green Label Appliances Products

Asst. Prof. Surangkana Na Nakorn, Asst. Prof. Adilla Pongyeela, Ph.D. — Tue, 02 Apr 2024 00:00:00 +0700

The purposes of this research were: 1) To study the opinions of Thai consumers about the adoption process of Electrical Green Label Products; and 2) To compare the levels of opinions through the adoption process of the products classified by demographic background of consumers and their green consumer behaviors. This quantitative study used the survey method with 400 Thai consumers throughout the country, and using multi-stages random sampling. The questionnaire was approved by testing validity (IOC = 0.79) and reliability (Alfa= 0.87- 0.91). Descriptive statistics were used for analysis, and tested hypotheses by t-test and F-test, and continued testing with LSD when the differences were found. The main findings revealed 1) The adoption process of the products were 1) Awareness stage: consumers knew the products at moderate level. 2) Interest stage: consumers paid attention at high level. 3) Evaluation stage: consumers evaluated at high level. 4) Trial stage: consumers tried at high level

and 5) Adoption stage: consumers accepted the products at high level; and (2) Comparisons of the opinions of consumers through the adoption process found that 1) Consumers who had different genders had different opinions about awareness. Male had higher awareness level than female. Consumers who had different ages had different opinions in adoption stages. Consumers who had ages more than 46 years old had higher adoption level than 26-35 years old consumers. 2) Consumers who had different green products consumption behaviors had different adoption process in awareness stage, interest stage and adoption stage at 0.05 level of significance. The conventional green had less awareness and less acceptance than the active green and the drifter green. Then, it is recommended that the producers should provide knowledge and understanding about green label electrical products through personal selling and social media, along with participating in the green products exhibition at national level to gain more acceptance from consumers.

A Bibliometric Analysis of Scopus Publications for Research on European Migration Studies, 2014-2022

Sureerat Jittasatian, Ian Eschstruth — Tue, 02 Apr 2024 00:00:00 +0700

The implications of mass migration have caused changes impacting the European Union (EU) and other European nations since the European refugee crisis in 2015. Scholars and academic institutions in Europe, in particular, have performed studies and research to help policymakers and humanitarian organizations comprehend and manage the changes. This bibliometric evaluation of studies looked at 845 Scopus-indexed documents about migration in Europe from 2014 to 2022. The review's goals are to describe the scope, volume, and distribution of European migration literature, journals, and publications, identify prominent authors, examine the intellectual structure of this knowledge base, and highlight emergent research topics. Author co-citation analysis found five study clusters that underpin this knowledge base, and author keyword analysis highlighted two research scopes: migration governance and transition and acculturation studies, as well as economic studies of migration issues. The findings of this review provide (a) possibilities for future reviews of migration studies research, (b) the present and evolving intellectual structure of this inter-disciplinary area, and (c) reference points for scholars to further investigate the issue of European migration.