Published: 2024-10-29

Full Issue

FULL ISSUE

Academic Articles

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

Rattiyaphon Tongyon, Oraphan Leenanithikul

128-144

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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

Assoc. Prof. Thairoj Phoungmanee, Ph.D., Weeranuch Yamyim, Asst. Prof. Piyanuch Luerngam, Pheeraphat Chatphibunphuwiang Hoaherm

145-159

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Research Articles

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

Asst. Prof. ฺBenchawan Benchakorn, Ph.D., Asst. Prof. Kasidit Chaiphawang, Ph.D., Asst. Prof. Atcharaphat Khem-akrajet

1-11

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

Asst. Prof. Jakraphan Chaopreecha, Ph.D., Nicha Tovankasame, Ph.D. , Asst. Prof. Emeela Wae-Esor, Ph.D.

12-25

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

Patthawee Insuwanno, D.HTM.

26-43

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

Patthawee Insuwanno, D.HTM, Krittabhas Khwanyuen, D.HTM, Ekkachai Ackaradejruangsri, D.HTM

44-64

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

Worachai Wongcharoen, Nalinee Mohprasit, Ph.D., Asst. Prof. Kritcha Yawised, Ph.D.

65-81

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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

Asst. Prof. Dr. Doungkamol Bangchuad, Asst. Prof. Dr. Ubonwan Hongwityakorn, Panya Akkaraputtapong, Ph.D., Asst. Prof. Peson Chobphon, Ph.D., Supachai Srinual

82-94

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

Thitiyakorn Aiewnoi, Asst. Prof. Dr. Pim Samara Yarapirom

95-111

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Building Brand Awareness of Fusion Restaurant Business in Narathiwat Province

Asst. Prof. Sakiroh Yaena Benharoon, Asst. Prof. Hamdia Mudor, DBA

112-127

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