Journal of Management Sciences Suratthani Rajabhat University

Peer Reviews

Journal of Management Science Suratthani Rajabhat University — 2024-06-28

Guidelines for developing safety measures for tourists of relevant authorities in Bangkok

Watcharawit Wiyapornt — 2024-06-28

Bangkok is a city with many tourist attractions to meet the needs of visitors. However, a diversity is a source of tourist insecurity. Good management can bring confidence and good image to tourists. This study aimed to study the implementation of safety measures as well as to find ways to develop safety measures of relevant authorities for tourists in Bangkok. The data was collected by in-depth interviews with 31 relevant agency representatives. Comments were made on current security actions as follows. 1) Strengths include systematic planning, budgeting and follow-up, the agent has knowledge and experience, public relations are communicated through online media. 2) Weaknesses include inadequate officers and lack of specialized expertise, integration of interagency cooperation, lack of engagement, and laxity in law enforcement. 3) Opportunities include tourists providing greater awareness of threat protection, technological advancements, and the government sees even greater significance and unrest in rival cities/tourist destinations. 4) Major obstacles include lack of clarity and practicality of policies. The original infrastructure was difficult to manage and budget constraints were in place. The results of the interviews involved in the analysis of such internal and external factors can be used as a plan for guidelines to improve operations. This includes, setting out plans and measures that are appropriate to the situation and specific to each area with a small but highly effective budget, such as getting communities involved, leveraging technology in communications and surveillance, as well as continuation of the integration of relevant agencies.

Factors influencing the intention to use Cryptocurrencies in financial transactions

Soranat Polparkpoom — 2024-06-28

Cryptocurrency is the new trend in the financial industry that a lot of people are interested in. Therefore, many businesses are currently adapting to meet the changes in consumer behavior and modern technology. The objectives of this research were to study: 1) the reliability of Cryptocurrency; 2) information security of Cryptocurrency; 3) the ease of use of Cryptocurrency services and; 4) Cryptocurrency technology acceptance in financial transactions. Quantitative research was used in this study and the sample group was 400 people of Generation Y (born during the year 1979 - 1995). An online questionnaire was used as a research tool and the data were analyzed using descriptive statistics such as percentage, mean, and standard deviation. The statistics used in the inferential analysis were simple regression analysis and multiple regression analysis. The results of the research revealed that reliability, information security, ease of use, and technology acceptance, both perception of usefulness and ease of use, influence the intention of Cryptocurrency usage in financial transactions at the significance level of 0.05. This study was limited to only online questionnaire forms due to the current situation as it was difficult to conduct in-depth interviews. Moreover, this study is different from the previous research in terms of the factors used in the analysis and it is still the minority of research that purposely examines the intention of using Cryptocurrency in financial transactions

Applying Sustainable Tourism model “NORMAL”: A Case of Khao Sok Tourist Destination, Surat Thani

Kessini Tripongpun — 2024-06-28

Sustainable tourism intends to cease poverty, shield the planet and ensure that humankind enjoys peace and prosperity by 2030. This paper aimed to analyze rural tourism in Surat Thani utilizing the Sustainable Tourism Concept in Thailand. The research samples of the study were three groups: two local business owners, five Thai tourists, and two foreigners whose data were collected through interviews and observation using purposive sampling, a non-probability sampling technique. The 4Ps Marketing Mix as a guidance concept is followed in formulating interview questions that include products, prices, place, and promotions, blended with the three pillars of triple bottom line (3BL) analysis including sociocultural, economic, environmental, and climatic changes. The finding provides the new “NORMAL” tourism in the Surat Thani region represented by N: Norm, O: Ozone, R: Real, M: Movement, A: Atmosphere, and L: Love. In addition, each element in this article can be used as an example for confirmation elsewhere.

An Upgrading of Salted Eegg Value Chain: A Case Study of Ban Bon Pho Community Enterprise, Lansaka, Nakhon Si Thammarat

Yaifa Trakulsunti — 2024-06-28

Community enterprises play an important role to drive Thailand’s economy. However, there are several aspects of community enterprises that needed to be improved such as marketing, accounting, and information management. Value chain analysis can identify non-value added activities that can be improved to create a competitive advantage and increase revenue. Therefore, this study aims to analyze and improve the value chain of salted egg product. The data were collected by using interview, focus group, non-participant observation and field notes. The number of key informants were five who were selected by purposive sampling. The results showed that primary and support activities through the salted-egg value chain that can add more value included operations, outbound logistics, marketing and service, procurement, and technology development. The improvement methods included designing a new package to attract the customers and reduce defects during transportation, increasing distribution channels, advertising and promotions, sourcing suppliers, and organizing accounting documents. As a result of the value chain development, the enterprise group had an additional income of 7,476.58 baht. Relevant government agencies should support and motivate community enterprise groups to use information technology to help in their business operations, including providing sources of funding for the enterprise groups. The contributions of this research can be used as a baseline data for the government agencies to set a policy that can support the value creation of products and services of other community enterprises in Thailand.

Welfare Management during Coronavirus 2019 (Covid-19) Crisis to Increase Efficiency of the Hotel Staffs Performance in Surat Thani Province

Chanitsata Chuchuay — 2024-06-28

Welfare management is a key factor for hotel employees that demonstrate life insurance for themselves and their families and also their efficiency performance during the COVID-19 crisis affecting the hotel business. The objectives of this research were to: 1) study welfare needs during the crisis; 2) study the performance efficiency of the staff; 3) study and compare welfare needs before, during, and after the crisis; and 4) study welfare needs during the crisis that affected the performance of the staff. The sample group consisted of 400 Thai national hotel staff in Surat Thani province. A convenience sampling technique was used. Data was collected using a questionnaire with the reliability of 0.96. Statistics used in data analysis included frequency, percentage, mean, standard deviation, and multiple regression analysis. The results found that: 1) the welfare needs during crisis were at a high overall; 2) The performance efficiency of the staff was at a high level; 3) The welfare needs security and safety and recreation before and after pandemic crisis was different at a significant level of 0.05, while other aspects were not different; 4) Recreation, health, housing, security and safety affected the performance efficiency of the staff with a statistically significant level of .05. The research results are guidelines for entrepreneurs to formulate policies to support and promote welfare for employees and variables can be applied to relevant research for further academic work.

Key Performance Indicators for Sustainable Warehouse Management; A Case Study of Third-Party Logistics in Chonburi

Apinya Pongpreecha — 2024-06-28

Warehousing is one of the logistics activities that matter along the supply chain. Determining performance indicators that they can lead the warehouse to sustainable development. It will affect logistics and supply chain management to sustainability. This research aimed to develop the key performance indicators (KPIs) of logistics service providers in warehousing following the dimensions of sustainable development. The research scope is the warehouse service providers in Chonburi Province. The indicators are collected and validated from literature review and structured interviews with 3 warehouse operators and 5 experts’ opinions. Analytic Hierarchy Process was used to determine the important weight of KPIs based on sustainability experts’ preferences. The result of this study is a set of KPIs for sustainable warehouse operators. The KPIs include 7 economic indicators, 6 social indicators, and 6 environmental indicators. In addition, the most important weight for warehouse sustainability assessment is economic factor (52.26%) followed by social factor (24.99%) and environmental factor (22.75%). The key performance indicators (KPIs) are suitable for general merchandise warehouse operators, which does not provide special services. The public sector can use the key performance indicators (KPIs) from research results as a guideline for improving regulations to promote and control the warehouse operators for further development of warehousing sustainability standards. Warehouse operators can use the finding of this research as a guidance for improving warehouse performance to sustainability.

The Digital Divide and E-commerce in Thailand

Jakkapong Sukphan — 2024-06-28

Digital technology has played an essential role in our daily lives. However, disparities in the use of digital technology still exist in Thailand. This research aimed to: 1) study demographic factors that affect the use of digital devices; 2) study demographic characteristics that affect the use of electronic commerce; 3) study the use of digital devices that affect electronic commerce. The sample group was 113,238 persons, including Thai people aged 18 years and over. Statistics used in the research consisted of descriptive statistics, Multiple correspondence analysis, and inferential statistics. The results found that demographic factors influence the digital divide and e-commerce at a statistically significant level of 0.001. Demographic factors impact the digital divide through access to digital devices. The research also found that women, students, the young generation, and well-educated people have higher rates of e-commerce usage than other groups. In addition, accessibility to digital devices also affects e-commerce in Thailand at a statistically significant level of 0.001. The results found that Thai people use mobile phones for e-commerce. This research confirms that if digital inequality persists, it affects e-commerce usage. All online activities will end when a person cannot access a digital device. Therefore, governments need to drive to reduce digital inequality. On the other hand, the private sector should focus on the design and development of an e-commerce platform to support the use of a variety of digital devices.

Factors Affecting Health Technology Acceptance via Social Media among Gen-Y in Songkhla Province

Tanawachara Noosang — 2024-06-28

This research aimed to study: 1) the health attitude level; 2) perceived risk
of health; 3) online marketing mix factors; 4) health technology acceptance; and 5) factors affecting health technology acceptance via social media among Gen-Y in Songkhla province. The sampling group included 400 people. Data was collected using an online questionnaire. The statistics used in data analysis were frequency, percentage, mean, standard deviation, and multiple regression analysis. The results found that most of the representatives in the sample were females, with ages between 24 and 29, and with a bachelor's degree. Most worked for themselves or a company, and the pay ranged from 10,000 to 15,000 baht. Most respondents' social media access tools were smartphones, and the time when they utilized social media was from 6:00 a.m. to 9:00 p.m. The level of health-related attitudes was at its highest, with an average of 4.30. The average level of risk perception was high at 4.04. The level of online marketing mix elements was at a high level, with an average of 4.22. The level of acceptability of the use of health technology was 4.29. The factors affecting the acceptability of health technology through social media were: 1) personal service, 2) pricing, 3) channel, 4) marketing promotion, and 5) comprehension. The hypothesis testing revealed that health attitudes level, perceived risk of health and online marketing mix factors influenced health technology acceptance through social media and was statistically significant at the 0.05 level. The results of a study can enhance and innovate health technology via social media.

A Study of Audio Description Producing Skills on Television for Blind

Kunlapat Kanjanaparangkul — 2024-06-28

Television Audio Description on television for blind people is providing essential visual information to blind people watching television as well as other people. The production of Television Audio Description on television began to play a role during the time of the digital transformation of the television system and is in the process of providing access to information services to blind people and which is not yet widespread in almost every program as it should be. The research aimed to study the skills and operational processes of television audio describers to create understanding and make the general public know more about Audio Description services. It’s a guide to practice as a narrative audio describer for the general public. This research is qualitative research and used an in-depth interview to gain insights into all dimensions of the study. The population and sample in this study were television Audio Description production specialists with at least 5 years of work experience. The results are that with Audio Descriptions on television since 2014, television stations have to change to provide media services for accessing information to people with disabilities of all types. The production of television was therefore carried out by personnel within the station. Working experience in audio production can be summarized as follows: 1) Audio Description writing skills; 2) word and sentence skills; 3) vocabulary and rehearsal skills before recording; and 4) recording and editing skills. These are essential skills for developing an Audio Description production expert that requires constant practice and expertise.

Interaction Effect of Internal Factors Impact on Management Accounting Practices Usage, Management Quality and Performance of Hotel on Koh Samui

Monta Aemsawas — 2024-06-28

This study examined the interaction effects between business characteristics factor (IV1) and personal characteristics factor (IV2) on the management accounting practices usage (DV1), business management quality (DV2) and business performance (DV3) of hotels on Koh Samui under the contingency theory and signaling theory. The tool for data collection was a survey questionnaire which can be analyzed for a total of 211 samples with a computer program by using statistics in research consisting of calculating descriptive statistics and two-way analysis of variance. The results found that the interaction effects between (IV1) such as the number of years of operation (IV11), hotel star rating (IV12), number of hotel staff (IV13), and hotel annual income (IV14) with (IV2) such as position (IV21), education level (IV23), age (IV24), and work experience (IV25) had different positive effects on (DV1), (DV2) and (DV3). The results of this research focused on the interaction effects - pure type between (IV11), (IV13), (IV14) with (IV21), including between (IV13) with (IV25). This contributes to increasing perceptions of business characteristics interaction with accountant characteristics as a factor in business management that a manager signals to business owners/investors knowing their operational capabilities and future business growth opportunities.

Recommendations for authors

Journal of Management Science Suratthani Rajabhat University — 2024-06-28

cover

Journal of Management Science Suratthani Rajabhat University — 2024-06-29

EDITORIAL

Journal of Management Science Suratthani Rajabhat University — 2024-06-28

Journal of Management Sciences Suratthani Rajabhat University

Peer Reviews

Guidelines for developing safety measures for tourists of relevant authorities in Bangkok

Factors influencing the intention to use Cryptocurrencies in financial transactions

Applying Sustainable Tourism model “NORMAL”: A Case of Khao Sok Tourist Destination, Surat Thani

An Upgrading of Salted Eegg Value Chain: A Case Study of Ban Bon Pho Community Enterprise, Lansaka, Nakhon Si Thammarat

Welfare Management during Coronavirus 2019 (Covid-19) Crisis to Increase Efficiency of the Hotel Staffs Performance in Surat Thani Province

Key Performance Indicators for Sustainable Warehouse Management; A Case Study of Third-Party Logistics in Chonburi

The Digital Divide and E-commerce in Thailand

Factors Affecting Health Technology Acceptance via Social Media among Gen-Y in Songkhla Province

A Study of Audio Description Producing Skills on Television for Blind

Interaction Effect of Internal Factors Impact on Management Accounting Practices Usage, Management Quality and Performance of Hotel on Koh Samui

Recommendations for authors

cover

EDITORIAL

Contents