Journal of Rattana Bundit University 2024-05-29T00:00:00+07:00 Keerath Sanguansai, Ph.D. Open Journal Systems <p>The Journal of Rattana Bundit University (JRBAC) ISSN 2697-519X (online); ISSN1906-2192 (print) is a double-blind peer-reviewed journal, published semi-annually (twice a year) by the Office of Academic Affairs, Rattana Bundit University, Bangkok, Thailand. Founded in 2005 as a printed version under the name RBAC Journal, later changed its name to the Journal of Rattana Bundit University (JRBAC) and create an online journal published from 2010 to the present. <br /><br /></p> A Study of the Causative Factors Influencing the Success of Community Marketing for Thai Tourism in the Digital Age 2024-01-23T02:09:54+07:00 Teekapoen TawekitKueakun ฺBenjawan Leecharoen Suriwipa Chaiyapan <p>This paper aims to conduct a literature review of the factors influencing community marketing achievement in Thailand, with a focus on enhancing the success of community tourism in the digital era. The findings reveal that causal factors influencing community marketing achievement consist of tourism image, tourism technology, tourist behaviors, and marketing mix from the perspectives of tourists. These factors contribute to four components of marketing success: satisfaction, word of mouth, repeat travel, and tourism quality awareness. The researcher proposes a causal factor model that affects the effectiveness of Thai tourist communities' marketing by leveraging the marketing mix as an intermediate variable between causal factors and marketing achievement. The marketing mix emerges as a significant approach that offers advantages. Satisfaction and responsiveness to tourist demands are expected to bolster the growth of the country's community markets.</p> 2024-05-29T00:00:00+07:00 Copyright (c) 2024 Journal of Rattana Bundit University Indicators for Measuring the Innovation Organizations in Thailand 2024-04-25T01:04:20+07:00 Srisakul Jareonsri Yingcharoen Boonyoung Nontawat Siangchokyoo <p>This academic article aims to present key performance indicators essential for assessing innovation-driven organizations in Thailand. These indicators are meticulously designed to clearly define directions, objectives, goals, and explicit strategies that foster innovation. Their scope extends beyond merely enhancing organizational quality; they aim to nurture visionary leadership, and dedicated management, and foster organizations as epicenters of learning and development. Integral to these goals is the establishment of an organizational culture that actively supports and propels innovation, the creation of work environments conducive to innovative thinking, and continuous advancement across various dimensions, including human resources, processes, business practices, products, and services. This comprehensive approach is pivotal in steering organizations toward the zenith of innovation and success in today's dynamic world. "The findings of this study indicated that innovation organizational performance indicators were critical measures of an organization's innovation capacity, encompassing outcomes in knowledge, technology, creativity, and multifaceted organizational management related to innovation. The study categorized these indicators into 8 distinct dimensions with 27 components, as shown in Table 1, and provided strategic recommendations for future research in organizational innovation."</p> 2024-05-29T00:00:00+07:00 Copyright (c) 2024 Journal of Rattana Bundit University Factors Affecting Personal Financial Management Behaviors of Higher Education Students in Muak Lek District, Saraburi Province 2024-04-10T16:46:01+07:00 Jaruwan Saetao Sunisa Thathong Surangkana Promvisate Nitaya Leenothai <p>The objective of this research was to test the relationship between financial knowledge, perception of financial information, peer influence, and the personal financial management behavior of university students. Data were collected from 316 university students in Muak Lek District using a questionnaire. The statistical methods used to analyze the data included descriptive statistics (frequency, percentage, mean score, standard deviation), correlation analysis, and multiple regression analysis. The results showed that financial knowledge, perception of financial information, and peer influence are, on average, at a moderate level. Financial knowledge and peer influence had a positive correlation with personal financial management behavior. This research could serve as a guideline for enhancing the financial management behavior of university students, thereby contributing to an increase in the supply of capital in the economy.</p> 2024-05-29T00:00:00+07:00 Copyright (c) 2024 Journal of Rattana Bundit University