Journal of Humanities and Social Sciences Thonburi University

Sustainable Tourism in Thailand: A Scoping Review

Rakpong Sansri, Tanawan Vorasingha — Mon, 09 Sep 2024 00:00:00 +0700

The purpose of this research was to conduct a scoping review of sustainable tourism in the context of Thailand and provide recommendations about developing the research and policy on sustainable tourism in Thailand. Qualitative method research through scoping review was adopted. Article selection was made based on the PRISMA Extension for Scoping Reviews (PRISMA-ScR). Data extraction tool was also used. The findings revealed that 51 articles were eligible for conducting scoping review. The southern region of Thailand had been heavily investigated under sustainable tourism in Thailand. Sustainable tourism development was a mostly examined theme in those studies. For the breadth of variables, there have been 29 variables employed in the quantitative method research while qualitative approach has investigated 12 issues. Recommendations about future research and policy on sustainable tourism in Thailand are as the following. The stakeholders in the Thai tourism industry are highly recommended to adopt the GSTC Criteria into their tourism-related activities. Based on the research gap, future research is recommended to examine the effects of sustainable tourism on the stakeholders of tourism industry, effects of sustainable tourism on a reduction of income gap between urban and rural areas, and revisitation of sustainable tourism destinations.

Assessing the Development in Thai Tourism: Applying the Tourism Area Life Cycle

Bundit Chaivichayachat — Mon, 09 Sep 2024 00:00:00 +0700

This research aims to evaluate the level of development of Thailand's tourism from 2012 to 2021, according to the Tourism Area Life Cycle proposed by Butler (1980) and Coelho and Butler (2012). The study concludes that over the past decade, the development of Thailand's tourism has been in the development phase in the Tourism Area Life Cycle and has not shown a trend towards higher levels of development. Policy recommendations include: (1) implementing measures to reduce disparities or imbalances in tourism development, (2) designing tourism promotion measures considering differences in the levels of tourism development and statuses in the Tourism Area Life Cycle, and (3) encouraging tourism expansion primarily from domestic tourists to support sustainable tourism growth.

Development of Tourism Logistics Management of Tha Chalom, Samut Sakhon Province

Sarunthorn Bunjongkanit, Chatchai Laoketkarn — Mon, 09 Sep 2024 00:00:00 +0700

This research aims to 1) study the perception of tourism elements and the potential of tourism logistics management of Tha Chalom Subdistrict Samut Sakhon province and 2) study guidelines for developing tourism logistics management in Tha Chalom Subdistrict, Samut Sakhon province. research operations is a mixed methods research, which is quantitative research using questionnaires as a tool for collecting data. The population and sample group were 392 tourists who visited Tha Chalom subdistrict and qualitative research using in-depth interviews including interviews with store operators, social enterprise group and government officials. Results of the level of awareness of the components of tourist attractions in Tha Chalom subdistrict, Samut Sakhon province has a value equal to 4.11, at high level. In terms of analyzing the tourism logistics management potential of Tha Chalom Subdistrict, it was found that it was ready in terms of both physical flow, information flow, and financial flow. The results from studying the guidelines for developing tourism logistics management in Tha Chalom Subdistrict are ready in various aspects. Able to support tourists in every dimension. There should be tourist routes maps and signposts. A joint agency between the government, private sector and local government should be established to develop tourist attractions in Tha Chalom Subdistrict area. Samut Sakhon Province efficiently These actions will help tourism in the Tha Chalom Subdistrict area continue to grow and grow sustainably.

Correspondence Analysis of Occupations, Marketing Mix of Customers’ Views and Low-cost Airlines at Donmueang Airport

Sasithorn Nuammaneerat, Prasopchai Pasunon — Mon, 09 Sep 2024 00:00:00 +0700

This research aimed to conduct a correspondence analysis (CA) of the occupations and marketing mix of customers’ views and the occupations and low-cost airlines at Donmueang Airport. The samples consisted of 1) students 2) government employees/ state enterprise employees 3) private company employees and 4) business owners. The questionnaire was used for collecting the data from 400 samples. Data were analyzed through correspondence analysis. The results revealed that occupations correspond to the marketing mix of customers’ views at a statistically significant 0.05. There was no correspondence between occupations and low-cost airlines at Donmueang Airport. The results indicate that airlines should focus on their marketing mix to develop business operations strategies to continually meet the needs of customers.

An Analysis Relationship of the Usability Factors of Government Ministry Websites in Thailand

Kathawuth Kessara, Sumattra Saenwa, Prachyanun Nilsook — Mon, 09 Sep 2024 00:00:00 +0700

This research aims to analyze the relationship of factors influencing the usability of websites belonging to government ministry websites. The sample group consisted of 20 websites of government ministries in Thailand and 427 individuals who have previously accessed these websites. The research tools utilized were questionnaires and website data recording forms. The findings of the research reveal that there are five factors moderately correlated with the usability of government ministry websites in Thailand. These factors include the service provision of the ministries, public participation, desirable characteristics, security measures, and policy announcements. Additionally, three factors were found to have a relatively low correlation with website usability, which are website naming conventions, basic information about the ministries, and government transparency data.

The Casual Effect Competitive Advantage of Community Enterprise in Nan Province

Sorrawat Somsawat — Mon, 09 Sep 2024 00:00:00 +0700

The objectives of this research were 1) to study the level of opinions regarding entrepreneurship orientation, marketing orientation, innovativeness, and competitive advantage off community enterprises in Nan Province, and 2) to study the causal relationship between entrepreneurship orientation, marketing orientation, innovativeness and competitive advantage that affect toward competitive advantage of community enterprise in Nan Province. The study was conducted with 300 people. Data were collected using questionnaires employing stratified sampling and simple random sampling. Structural Equation Models were analyzed using statistical packages. The results showed that the level of opinions of respondents towards entrepreneurship orientation, marketing orientation, innovativeness and competitive advantage is overall at a high level. Causal relationships affecting the competitive advantage of community enterprises in Nan province revealed that the developed causal effects were consistent with empirical data = 86.974, df=67, =1.298, p-Value = 0.051, SRMR= 0.015, RMSEA= 0.032, GFI= 0.966, CFI= 0.996, NFI= 0.984 Entrepreneurship orientation has a direct influence on marketing orientation. And direct influence on innovativeness. Marketing orientation influences competitive advantage, and innovativeness has a direct influence on competitive advantage, with statistical significance of 0.001, respectively. Entrepreneurship orientation has a direct influence on competitive advantage statistically significant at 0.01.

Guidelines for teaching and learning development to promote the quality of vocational students in a new normal for Eastern Economic Corridor

Kittiphan Hansamorn, Varataya Thammakittipob — Mon, 09 Sep 2024 00:00:00 +0700

This study was to study a model for teaching and learning development to promote the quality of vocational students in a new normal age for Eastern Economic Corridor using document research divided into 2 steps: 1) document research to a model and 2) quantitative research is a quality assessment with 15 experts with an evaluation form. The results of the study found that the teaching and learning format that occurs will be managed in a manner "Management like educational institutions, factories, houses" by dual vacation training and must develop online teaching and learning for teachers in 3 issues: 1) time allocation to skills, 2) setting goals to develop online teaching, and 3) strengthening practical skills with business establishments. This allows students to be developed to be innovators through developing 3 skills: Cognitive Strategies, Problem-Solving Strategies, and Critical Thinking Skills, The entire process will be successful, those involved must participate, including: policy executives, administrators of vocational education institutions, establishment administrators, teachers, and parents and evaluation results Usefulness, correctness, and appropriateness The overall picture is at the highest level. The average values were 3.71, 3.71 3.64, respectively. The feasibility aspect was at a high-level average is 3.26.

Causal Factors of innovation management that affecting the Farmers Performance

Sudarat Pimonratanakan — Mon, 09 Sep 2024 00:00:00 +0700

This research aimed 1) to study the causal factors affect Innovation management and Farmers performance. 2) To study the influence of causal factors on Innovation management affects the Farmers performance. 3) To study guidelines for Innovation management that affects the operations of farmers to lead to the creation of policy recommendations for farmers the country. This research is mixed method research. The sample is used in the farmers, consisting of 340 places. The research instrument was a questionnaire and qualitative research using phenomenological methods. From in-depth interviews with 15 farmers. The statistics used in the assumptions Structural Equation Analysis (SEM), research results found that 1) Innovation management has a positive direct influence on competitive advantage 2) Innovation management has a positive direct influence on Farmer performance 3) Competitive advantage has a positive direct influence on Farmers performance 4) Increasing competitive potential has a positive direct influence on Innovation management 5) Creating added value has a direct and positive influence on Innovation management. Confirmatory factor analysis found that hypothesized model is consistent with the model has high accuracy. Considered from x^{2} = 76.13, p-value = 0.11 and the CFI = 1.00. The benefit of this research can be to explain the innovation management that affect farmers' performance. The results of the study can be used in management as a guideline for managing innovation and technological progress. Businesses need to adapt and respond to changes in the environment in order for the business to survive, grow steadily and be able to compete in international markets. Which leads to good results for the organization in the future.

Causal Factors Influencing Customer Loyalty of Modern Trade in Nakhon Ratchasima Province

Mon, 09 Sep 2024 00:00:00 +0700

This research attempts to develop a model of the causal factors which influence customer loyalty to investigate the way these factors influence modern trade businesses in Nakhon Ratchasima Province. The target population of the research, or customers who have previously used modern trade stores to buy them services, is the sample group, there was 640 samples in Nakhon Ratchasima Province. Statistical analysis by means of the Structural Equation Modeling (SEM) model in the province of Nakhon Ratchasima, which analyzes statistics by finding in the causal factors' direct and indirect influence relationships that impact customer loyalty in modern trade businesses. The results suggested the components of the marketing mix and customer relationship management indirectly improved customer loyalty. Components of customer satisfaction have an immediate and positive effect on the loyalty of customers. Explain the components of the marketing mix, customer relationship management, and variability. Customer satisfaction in the province of Nakhon Ratchasima, modern trade businesses value customer loyalty. The model fits the empirical data in a harmonic approach. There is an explanation for 75% of the cumulative variance.

Effects of Using Loose Part Play Activities on Social Relations of Young Children

Supitha Riyaphan, Kullachat Pantuworakul — Mon, 09 Sep 2024 00:00:00 +0700

The aims of this study were twofold: 1) to juxtapose the social relations of young children prior to and subsequent to their engagement in loose parts play activities and 2) to scrutinize the varying degrees of social relation development among young children subsequent to their involvement in such activities. The study sample comprised 17 children in Kindergarten 2, aged between 4 and 5 years, selected from Bannaithung School in Nakhonsrithammarat Province, utilizing cluster random sampling. The experimental duration spanned a period of 8 weeks. The research instruments encompassed an activity plan for loose parts play activities along with a social relation assessment form. Data analysis was conducted utilizing mean, standard deviation, relative gain score formulas, and t-tests. The empirical findings revealed that: 1) children engaging in loose parts play activities exhibited significantly enhanced overall social relation scores post-intervention, with statistical significance set at .05; and 2) all participating children demonstrated heightened overall social relation development scores, with a predominant trend towards moderate-level development.

The Influence of Factors Affecting the Purchasing Decision of OTOP Products Online of Consumers in Khon Kaen Province

Napassawan Dathumma, Chupong Pundang — Mon, 09 Sep 2024 00:00:00 +0700

The objectives of this research were to develop and to validate the consistency of the Influence of factors affecting the purchasing decision of OTOP products online of consumers in Khon Kaen province and to study the causal factors influencing the purchasing decision of OTOP products online of consumers in Khon Kaen province. The sample consisted of 384 people who had previously purchased OTOP products online in Khon Kaen Province. The instrument used in this research was the questionnaire and structural equation model was used to analyze causal relationships to find the path of the causal influence of the variables consisting of 3 components 1) Demographic 2) Online Marketing Mix and 3) Purchase Decision. The results of the research showed that the causal relationship model was developed in accordance with empirical data and considered by Chi-square=83.234, df=104, p=0.903, CMIN/DF=0.963, GFI=0.976, AGFI=0.928, CFI=1.000, RMSEA=0.016 and SRMR=0.021 The final was predictive coefficient of 0.78, indicated that the variables in the model can explain the variance of purchasing decision of OTOP products online of consumers in Khon Kaen province 78 percent. The results of hypothesis testing showed that the confirmatory factors of the demographic, online marketing mix, purchase decision had positive influences on the purchasing decision of OTOP products online of consumers in Khon Kaen province and the research results can be used as information for planning and developing important factors that affect the decision to buy OTOP products online.

The Influence of Artificial Intelligence and Machine Learning on the Platform Business Landscape

Kosol Jitvirat, Kandhicha Charoenvaichat, Thanathon Chongsirithitisak — Mon, 09 Sep 2024 00:00:00 +0700

This research aims to study the influence of artificial intelligence and machine learning on the platform business landscape. It is qualitative research, using content analysis methods and participatory and non-participant observation, the scope of the study is a business platform that uses artificial intelligence, and machine learning on both domestic and international platforms, select a sample to be a specific case study, according to the phenomenon of the research question that needs to be answered, a total of 150 case studies were systematically reviewed, to ensure that the platform related to what is being studied. Use a data recording form, keyword research tools, and content management systems are research tools, then take the obtained data and analyze it together, using an inductive analysis method combined with analysis by comparing events, check the reliability of the information using triangular inspection. The findings appear to be in the same direction.

Research showed that artificial intelligence and machine learning influence the platform business landscape: 1) Data-driven Decision-making, 2) Personalization, 3) Efficient Matching, 4) Automation and Optimization, 5) Fraud Detection and Security, 6) Predictive Analytics, 7) Enhanced User Experience, 8) New Business Models, 9) Marketplace Dynamics, and 10) Regulatory Challenges.

Multiple-Parallel Mediator Influence of Brand that connect with Consumer Attitude of Endorser to Purchasing Intention of Inkjet Business

Mon, 09 Sep 2024 00:00:00 +0700

The purpose of this research was (1) to study Consumer Attitude of Endorser, Brand Credibility, Brand Attitude, Brand Trust, Brand Image and Purchased Intention. (2) to examine the influence of Consumer Attitude of Endorser, Brand Credibility, Brand Attitude, Brand Trust and Brand Image that affect Purchased Intention and (3) to analyze Multiple-Parallel Mediator Influence of Brand that connect with Consumer Attitude of Endorser to Purchasing Intention of Inkjet Business. Quantitative research was conducted using a survey method by questionnaire distributing 420 cases with a group of inkjet business, printing materials and advertisement in Thailand. Data were generated by mean, percentage and standard deviation. Test hypothesis by examining the structural equation model with smart PLS 4.0. The results showed that Consumer Attitude of Endorser significantly influences Brand Credibility, Brand Attitude, Brand Trust and Brand Image. Brand Credibility significantly influence Purchased Intention. Brand Attitude significantly influence Purchased Intention. Brand Image significantly influence Purchased Intention and Consumer Attitude of Endorser significantly influence Purchased Intention as well at the 0.01 level. However, Brand Trust failed to influence Purchased Intention.

Study of Problems and Solutions in Human Resource Management in Thailand in 21st Century: A non-systematic literature review method

Mon, 09 Sep 2024 00:00:00 +0700

This academic paper aims to study (1) concepts and model in human resource management, (2) the factors that impact on human resource management in Thailand in the 21st century, and (3) the problems and solutions in human resources management in Thailand in the 21st century. A non-systematic literature review method was applied in this study from articles related to human resource management in Thailand, published in journals indexed by the Thai Journal Citation Index (TCI) between the years 2018-2022. The sample selection involved a combination of purposive sampling and convenient sampling, resulting in the inclusion of 20 articles for analysis. The study reveals that human resource management originated from the guild system and evolved into Human Resource Management (HRM), with the potential transition to Human Capital Management (HCM) in the future. The human resource management model can be divided into four components: input factors, operational processes, internal organizational outcomes, and organizational returns. Concerning the impact on human resource management in Thailand in the 21st century, it can be categorized into two aspects: external and internal situations. In the section addressing the problems and solutions in human resource management in Thailand in the 21st century, five key areas are identified: human resource planning, recruitment and selection, training and development, performance evaluation and compensation, and labor relations. These areas encompass the challenges and potential solutions for effectively managing human resources in the Thai context.

Cost Management Guidelines for Decision Making and Control

Theerawat Thawanratphokin, Thanawan Changkomchome, Phongamphai Sensang — Mon, 09 Sep 2024 00:00:00 +0700

This academic article has the objective of providing cost management guidelines for decision-making and control. in administration and organization management to be efficient and effective using management accounting tools and concepts and cost accounting in the current situation of intense trade competition. As a result, most businesses must adjust their production and management structures and formats. Be flexible according to the competitive conditions of the market. This giving rise to the concept of modern cost management. By developing new principles and strategic cost management. So that executives are aware of the strengths and weaknesses of their work. Including seeing the opportunity to make a profit. and various obstacles that may affect the business in the future. The concept of cost management consists of 1) the concept of activity costs, 2) the concept of allocation of expenses, 3) the concept of standard costs, 4) the concept of inventories, 5) the concept of fair value, and 6) Budget management concepts Together with the concepts of decision making and control, it consists of 1) organizational structure management, 2) business process management, 3) use of technology and equipment, 4) warehouse management, 5) financial policy management, and 6) planning and control. Project