GSTM: Dissertations

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The causal effect of esports stadium atmosphere on esports event re-attendance via esports event involvement and esports event flow experience
Krittidetch Anan; Kassara Sukpatch (National Institute of Development Administration, 2024)
Esports has developed into a rising star business and has grown in popularity. Esports events provide revenue for a variety of industries. It is another method for attracting more international visitors to Thailand, particularly esports fans, through the organization of large-scale esports events. An attractive stadium atmosphere, differentiate itself in attracting attendees, is one of the best experiences for an on-site event that cannot be found online which has been studied in traditional sport but remains an unclear in esports context. The aims of this study are to 1) to develop a measurement model for the construct of stadium atmosphere in the context of esports. 2) to investigate the relationships among esports stadium atmosphere, esports event involvement, esports event flow experience and esports event re-attendance 3) to test the proposed structural model of esports stadium atmosphere, esports event involvement, esports event flow experience and esports event re-attendance, and 4) to propose the guidelines for esports event management in Thailand. This research used quantitative and qualitative research methods, questionnaires and semi-structured in-depth interviews were used as data collection tools. The qualitative data was from literature review, key informants who expert or experience in esports using in-depth interviews, and expert judge. The collected quantitative data is from 340 esports spectators who have attended PUBG NATIONS CUP 2022. The results of EFA according to objective 1 found that esports stadium atmosphere component consists of 6 observed variables: Spectators (6 indicators), Event and player (6 indicators), Facility (2 indicators), On-stage devices (2 indicators), Items and merchandise (3 indicators), and Pre-event activity zone entertainment (2 indicators). From the study of relationship among constructs, structural equation model developed from the analysis was confirmed by good model fit indices: p-value= 0.230, c 2 /df= 1.181, GFI=0.988, AGFI=0.943, RFI=0.958, TLI=0.993, SRMR=0.022, IFI=0.998, CFI=0.998, and RMSEA=0.023. The path analysis result has shown that all the 7 hypotheses were accepted. Research results confirm that esports stadium atmosphere increase esports event involvement (β=0.54), esports event flow experience (β=0.34), and esports event re-attendance (β=0.22). Moreover, Esports event reattendance is significantly influenced by esports event involvement (β=0.35), and esports event flow experience (β=0.99). In addition, esports event involvement and esports event flow experience significantly mediate the relation between esports stadium atmosphere and esports event re-attendance (β=0.46). Finally, findings from the study will be discussed and presented as recommendations to various sectors including esports event organizer, esports marketer and management, venue manager, private sector, government agency, and academic sector with useful practical guideline to manage esports stadium atmosphere, esports event involvement, and esports event flow experience to increase esports event reattendance.
The causal model of the influence of street food’s perceived value and food consciousness toward behavior intention under mediating effects of satisfaction
Choawalit Yimprasert; Sangkae Punyasiri (National Institute of Development Administration, 2024)
This study aims to 1) examine perceived value and food consciousness on behavior intention 2) To investigate perceived value and food consciousness on behavior intention by satisfaction mediating 3) To develop model of the causal factor effect of perceived value and food consciousness on behavior intention mediated by satisfaction. The researcher defined the population for this research as a group of executives of Thai tourists traveling in Bangkok area while the purposive sample group totaling 400 subjects which were selected by the samples must be Thai tourists who have previously bought or used the Wongnai Users’ Choice award- winning street food service in Bangkok in three research areas. (from the literature review): 1) Soi Rambuttri/ Khao-san Road 2) Chinatown or Yaowarat and 3) Chatuchak Market. Data was collected by questionnaires distributed during December, 2020 to December, 2021. Finally, data was analyzed by Structural Equation Modeling: SEM. Findings from the research suggested that perceived value of street food restaurants gave the highest importance to economic value, or factors related to the value of the product for the money paid. Second is physical value or factors that must be obtained such as the appearance of the food, scenery, the environment of the store or cleanliness of the store and emotional value related to responding to customer needs such as having convenient and fast service or Staff can recommend or provide knowledge about the food that can be prepared. Nevertheless, the three important factors have a high level of importance and are very similar. It can be concluded that the above three factors are important in attracting customers and creating awareness about the store. As for the factor that is least important, social value tends to be given the least importance, which is clearly less than the factors above.
The casual effects of perceived destination image, perceived experience quality effecting revisit intention via perceived value and satisfaction tourist of the world heritage site at Phra Nakhon Si Ayutthaya province
Piyaporn Sumyhai; Sangkae Punyasiri (National Institute of Development Administration, 2024)
World Heritage Sites are the world’s priceless treasures, both cultural and natural, that mankind has inherited from the past. The historical city of Phra Nakhon Si Ayutthaya is a rare and unique display, evidence of traditions or civilizations that are still extant or may have disappeared. It has Outstanding Universal Value (OUV), which is one of the world’s most prosperous and international cities. This can be considered a good image and creation of a travel experience for both Thai and foreign tourists who are interested in visiting and are satisfied, impressed and come to visit often. This study aims to investigate the causal effects of perceived destination image, perceived experience quality, tourist perceived value, tourist satisfaction, and revisit intention of Thai tourists who the world heritage site visit Phra Nakhon Si Ayutthaya province. A comprehensive examination involved 400 Thai tourists. The research utilized a quantitative approach with survey questionnaires as the data collection tool. Descriptive and inferential methods, including exploratory factor analysis (EFA) and confirmatory factor analysis (CFA), were employed for analysis. Structural equation modeling (SEM) analysis demonstrated that the hypotheses aligned well with empirical data, exhibiting good fit indices: χ2 /df = 3.437, CFI = .919, TLI = .901, RMSEA = .078 and RMR = .023. The results affirmed the positive influence of tourist perceived value, tourist satisfaction as a mediator between perceived destination image, perceived experience quality, and revisit intention. These findings contribute significantly to academic knowledge and offer managerial insights, emphasizing the critical role of strategic plan regarding the management of the world heritage site of Phra Nakhon Si Ayutthaya Province should be established with participation from various sectors. Especially people and communities in a systematic way for sustainable management.
Service development strategies for Airport Rail Link of Suvarnabhumi airport to cater the traveling behavior of international tourists to Thailand
Boonnawat Srikhwan; Therdchai Choibamroong (National Institute of Development Administration, 2024)
The study “Service Development Strategies for Airport Rail Link of Suvarnabhumi Airport to Cater the Traveling Behavior of International Tourists to Thailand” Comprising a focus on studying to achieve 6 objectives, namely: (1) To analyze the service context of the Airport Rail Link (ARL) that connects with the Bangkok Mass Transit System (BTS) and Mass Rapid Transit System (MRT). (2) To study exemplary models of service excellence in rail transportation systems abroad. (3) To investigate the service usage behavior of international tourists on the Airport Rail Link (ARL) through service touch points from Suvarnabhumi Airport. (4) To evaluate the effectiveness of the Airport Rail Link (ARL) service from Suvarnabhumi Airport in service touchpoints that cater to the travel behavior of international tourists in Thailand. (5) To analyze the factors influencing the decision to reuse the Airport Rail Link (ARL) service by international tourists from Suvarnabhumi Airport. And (6) To Service Development Strategies for Airport Rail Link of Suvarnabhumi Airport to Cater the Traveling Behavior of International Tourists to Thailand. This study employs Mixed Methods Research. The Qualitative Research component focuses on managers and officials related to Thailand's rail transport and ARL systems, with a sample size of 10 for Objective 1, 1 person for Objectives 2, and 30 people for Objective 6. Sampling techniques include purposive and convenience sampling. Research tools utilized are Coding Analysis, SWOT Analysis, and Tow Matrix. Data analysis employs Coding Analysis for the two Qualitative Research objectives (1 and 2). The Quantitative Research component targets international tourists with a sample size of 400, using Convenience Sampling. Research tools include Questionnaires and data analysis methods such as Descriptive Statistics, Inferential Statistics, Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), Cluster Analysis, and Multiple Regression. Quantitative Research covers objectives 2, 3, and 5. Researchers tested the Index of Item-Objective Congruence tool with 5 experts, meeting predefined criteria. A pretesting or pilot test involving 50 individuals confirmed a reliability coefficient of 0.952, surpassing the required threshold. Therefore, the study's findings and discussion based on each objective can be summarized as follows: (1) To analyze the service context of the Airport Rail Link (ARL) connecting with the Bangkok Mass Transit System (BTS) and Mass Rapid Transit System (MRT): The Airport Rail Link (ARL) operates across 8 stations (A1 – A8), with 3 stations connecting to the Bangkok Mass Transit System (BTS) and Mass Rapid Transit System (MRT). These include Hua Mak station connecting to the Mass Rapid Transit System (MRT) Yellow Line, Makkasan station connecting to the Mass Rapid Transit System (MRT) Blue Line, and Phaya Thai station connecting to the Bangkok Mass Transit System (BTS) Green Line. The ARL's service management system involves various aspects: current customer groups and target customer segments across multiple organizational units, factors contributing to success and influencing service usage, roles and responsibilities of operational agencies, and reasonably clear operational strategies and plans. In (2) the study of exemplary models of service excellence in rail transportation systems abroad, the Hong Kong Airport Express, located in the Hong Kong Special Administrative Region of China, was examined using Service Touch Points (STP). There are 10 identified Service Touch Points, including (1) Information Seeking, (2) Planning, (3) Buying and Booking Tickets, (4) Entry and Exit Platform, (5) Platform, (6) Train, (7) Travel, (8) Station, (9) Connecting to Other Mass Transit Systems, and (10) Information Sharing. The study involved deconstructing the operational processes of each Service Touch Point of the Hong Kong Airport Express. (3) To investigate the service usage behavior of international tourists on the Airport Rail Link (ARL) from Suvarnabhumi Airport through Service Touch Points (STP): The researchers studied the behavior of international tourists using the Airport Rail Link (ARL) via 10 Service Touch Points (STP). These include (1) Information Seeking, (2) Planning, (3) Buying and Booking Tickets, (4) Entry and Exit Platform, (5) Platform, (6) Train, (7) Travel, (8) Station, (9) Connecting to Other Mass Transit Systems, and (10) Information Sharing. (4) The evaluate the effectiveness of the Airport Rail Link (ARL) service from Suvarnabhumi Airport in service touchpoints that cater to the travel behavior of international tourists in Thailand. From the assessment, it was found that evaluating the effectiveness of the Airport Rail Link service requires consideration of 4 factors: service factors, personal factors (individual-specific factors), smoothness factors, and basic factors (general factors). There is a total of 22 significant sub-points involved in this evaluation. (5) The analyze the factors influencing the decision to reuse the Airport Rail Link (ARL) service by international tourists from Suvarnabhumi Airport. It was found that factors influencing the decision of international tourists to repeatedly use the Airport Rail Link (ARL) from Suvarnabhumi Airport consist of 4 factors: personal factors, service factors, smoothness factors, and basic environmental factors. There is a total of 22 critical points that the Airport Rail Link (ARL) needs to prioritize in operations to stimulate repeated service usage by international tourists from Suvarnabhumi Airport. (6) The Service Development Strategies for Airport Rail Link of Suvarnabhumi Airport to Cater the Traveling Behavior of International Tourists to Thailand. From the overall data, the following summarizes the strategies for developing the Airport Rail Link (ARL), categorized into two formats: (1) Overall Service Development Strategies for Airport Rail Link of Suvarnabhumi Airport to Cater the Traveling Behavior of International Tourists to Thailand: Service Quality Management, Mechanism Management, Staff Management, Partner Relationship Management, Marketing Management (2) Cluster-specific Strategies for Service Development Strategies for Airport Rail Link of Suvarnabhumi Airport to Cater the Traveling Behavior of International Tourists to Thailand: European Celibate Group: 5 strategies, North America Married Group: 5 strategies, Asian Celibate Group: 5 strategies. In total, there are 15 strategies across the 3 clusters for developing the Airport Rail Link (ARL) to cater to the travel behaviors of international tourists at Suvarnabhumi Airport.
A structural equation model of integrated marketing communication for medical tourism among middle eastern medical travelers in Thailand
Supak Nunabee; Kanokkarn Kaewnuch (National Institute of Development Administration, 2024)
This research used quantitative methods to investigate 1) to investigate the construct of integrated marketing communication factors contributing to perception, satisfaction and revisit intention of Middle Eastern medical travelers in Thailand; 2) to create the structure model of integrated marketing communication for Medical Tourism in Thailand; 3) to test the structure model of integrated marketing communication for Medical Tourism in Thailand. The researcher employed purposive sampling and convenience sampling technique to select only Middle Eastern medical travelers who obtained annual health check-up at either or any of the three private hospitals in Bangkok, Thailand. The research instrument has used a questionnaire which used to collect data to study the assessment of the effectiveness of integrated marketing communication, perception, satisfaction and revisit intention of Middle Eastern medical travelers. Content analysis was conducted using descriptive statistics (percentage and mean) and inferential statistics, including confirmatory factor analysis and structural equation modeling, to analyze the quantitative data. The results revealed that the significance of integrated marketing communication was rated at the highest level. The order of significance from most to least significant in integrated marketing communication components as electronic word-of-mouth (e-WOM) was the most significant, followed by public relations, advertising, personal sales, sales promotion, and finally, electronic marketing, which was the least significant. In addition, perception components, attitude was the most significant, followed by interest, which was slightly less important, and recognition, which was eliminated. Meanwhile, the significance of satisfaction was rated at a high level. Lastly, the significance of revisit intention was rated at a high level. The order of significance from most to least significant of revisit intention components, tourist experiences and loyalty were the most important and equally weighted, followed by recommending to others. The conclusion of the study indicates that integrated marketing communication significantly influences the revisit intention of Middle Eastern medical travelers and the effective integrated marketing communication strategies enhance brand awareness and recognition, making healthcare providers more memorable to potential repeat visitors.
The causal effects of parental support on internship satisfaction and industry commitment of Thai students in tourism bachelor program in Phuket province
Thannicha Singkala; Paithoon Monpanthong (National Institute of Development Administration, 2024)
This study examines the causal effects of parental support on internship satisfaction and industry commitment among Thai students enrolled in a tourism bachelor program in Phuket Province. The research aims to explore how parental support, as an independent variable, directly influences key outcomes related to internships, including person-organization fit, internship quality, internship satisfaction, and commitment to the tourism industry. Additionally, the study observes the moderating role of abusive supervision focusing on how negative supervisory behavior can influence the positive effects of parental support on various outcomes. Using a quantitative approach, data were collected through questionnaires distributed to tourism students currently completing internships in Phuket Province. Structural equation modeling (SEM) is utilized for data analysis with a sample consisting of 300 Thai tourism students who have completed an internship. The research consists of 3 objectives: (1) to investigate the perception of Thai students in tourism bachelor program in Phuket Province regarding parental support during their internship, (2) to examine the influence of parental support, the moderating role of abusive supervision, and the mediating effects of person-organization fit and internship quality, and (3) to develop a structural model illustrating the relationships among parental support, internship satisfaction, and industry commitment under the moderating role of abusive supervision, which weakens the positive impact of parental support on internship experiences. The findings indicate that parental support parental support significantly enhances both internship satisfaction and industry commitment, with person-organization fit and internship quality playing mediating roles. Interestingly, this positive impact remains unaffected despite the presence of abusive supervision. This research highlights the critical role of family involvement in student internships while identifying the negative impact of poor supervisory practices on internship experiences. The findings emphasize the importance of creating supportive environments both at home and in the workplace to strengthen students’ industry commitment and long-term career engagement in tourism. Furthermore, this study contributes to academic literature and industry practices by offering valuable insights into the role of parental support in students’ professional development. The results have practical implications for universities, tourism businesses, and policymakers, underscoring the need for stronger support mechanisms to enhance students’ internship experiences and encourage sustained commitment to the industry.
The model of airport experience management to enhance foreign senior passengers’ behavioral future intention to revisit Suvarnabhumi Airport
Chanoksuda Chumnanont; Paithoon Monpanthong (National Institute of Development Administration, 2024)
This research aims to: 1) study the behavior of senior foreign passengers at Suvarnabhumi Airport, 2) evaluate the performance of airport experience management at Suvarnabhumi Airport, 3) develop a relational model and examine the influence of airport experience management variables, including the mediating effects of the perceived value of airport experience management, satisfaction, and future behavioral intentions of senior foreign passengers at Suvarnabhumi Airport, and 4) analyze the success factors of Singapore Changi Airport concerning airport experience management. The study adopts a mixed-methods approach, combining quantitative and qualitative methodologies. The quantitative component employs a survey research model with a sample size of 380 participants, while the qualitative aspect involves in-depth interviews to provide additional context and actionable recommendations. Furthermore, the research includes an analysis of structural equation modeling, with a specific focus on testing the proposed hypotheses. The research findings provide valuable insights into the behavior of senior foreign passengers at Suvarnabhumi Airport, shedding light on their preferences, activities, and interactions within the airport. The evaluation of airport experience management highlights gaps between the perceived importance and actual performance of various elements, offering specific areas for improvement. Additionally, a complex structural equation modeling analysis illustrates the relationships between airport experience variables, perceived value, satisfaction, and the behavioral intentions of senior foreign passengers. The congruence analysis of the hypothesized model and empirical data demonstrates a well-fitting standardized measurement model. The research delves into the success factors of Singapore Changi Airport regarding experience management, drawing from in-depth interviews with both passengers and airport stakeholders. It underscores the importance of understanding passenger behavior, adopting core values, and investing in staff training and infrastructure. These findings collectively suggest several recommendations to enhance the experience of senior passengers at Suvarnabhumi Airport. These recommendations include improving lighting, air quality, signage, and social interaction while addressing concerns related to anxiety and fairness. The results also offer insights into the airport management and development process at Singapore Changi Airport, emphasizing personalized services and amenities tailored to the specific needs of senior passengers. In conclusion, this research provides valuable insights and recommendations aimed at improving the airport experience for senior foreign passengers. It contributes to overall passenger satisfaction and well-being at Suvarnabhumi Airport and has the potential to influence improvements at other airports.
Enhancing Halal friendly tourism experience quality for well-being in Non-Muslim countries
Rasmee Islam; Suwaree Namwong (National Institute of Development Administration, 2024)
The main aim of this study is to study the wellness tourism development for Muslim tourist: focusing on halal friendly and experience design model. This study initially intends to explore the opportunity to promote Halal friendly development, with alternatively designing of halal wellness activities and experience quality implementation. Thus, the study process is set to find the research gaps of the halal wellness friendly development. To achieve the research aim, three research questions have stated: 1) What is the halal friendly attribute (HFA) towards wellness tourism activities 2) To explore the halal friendly for wellness tourism (HFW) activities in non-Muslim destinations; and 3) what will be effect of Tourist Experiences Quality to tourist satisfaction, tourist memorable and tourist well-being in non-Muslim destinations. A mixed methods approach was employed to examine the findings of this study. The qualitative and quantitative have simultaneously been conducted. The former approach employed the face-to-face technique with 40 Thai Muslim travelers who have experience travelling to non-Muslim destinations. To develop the halal-friendly attributes (HFA) that contribute to non-Muslim destination with explores in-depth what constitutes the need to have, good to have, and nice to have services using the Faith-Based Service Needs model. Furthermore, to contribute the halal friendly for wellness tourism (HFW) activities in non-Muslim destinations with four main wellness activities concept: Spa and Thai massage, Sport and Adventure, Spiritual wellbeing and Slow food. At the same time the survey questionnaire was administered to 400 with Muslim traveler who have experience travelling to non-Muslim destinations. To answer the third objective with concept of tourist experience quality, tourist satisfaction, tourist memorable and tourist well-being. The partial Least Squares Structural Equation Modeling (PLS-SEM) and the global-fit indices are chosen to statistically confirm the model fit with the empirical data. The findings propose the final concept framework of halal wellness experience quality. Three main components were proposed: first, the core resources for halal-friendly with faith-based service need. For instance, need to have services such as halal food, prayer room, making destination image to avoid no islamophobia and setting water friendly washroom. Furthermore, the service that good to have such as Ramadan services and Local Muslim experiences. Finally, the faith-based service needs as this study refer that nice to have service such as recreational facilities and services, avoid to non-Halal activities and provide social causes activities. These three main dimensions as a basic faith-based service need that tourism developer can be adapted to improve the destination in every type of tourism. Moreover, the theoretical contribution offers an insight into the developing fours Ss of wellness activities, including Spa/sport/ spiritual and slow food. Especially, offering activity that promotes halal slow food development where the emphasis is on organic products, saving the environment, and supporting locals. The sport/leisure/adventure offer insightful information according to Islamic lifestyle and be prepared. It creates a new spiritual well-being experience using Islamic sound healing, utilizing Islamic historical sites and the natural environment to enhance spiritual and mental well-being. Finally, to design experience quality should concern with seven dimension consists of Hedonism Involvement Local Friendly Refreshment Meaningfulness Knowledge and Novelty that led to wellbeing fulfillment for tourist. For managerial implication, this study offers guidance to various stakeholders, especially in non-Muslim countries, in comprehending definition, and the development of new concept of wellness activities. For example, understanding Islamic principles and responding to the needs of tourists are crucial, includes the meaningful experiences and prioritize overall well-being. Success in wellness tourism hinges on three components; adherence to Islamic principles (Halal food, prayer space, and service process and staff knowledge), promotion of good health and well-being.
The causal model of bandwagon effect and destination familiarity on intention to visit Thailand among potential American millennials: an extended theory of planned behavior
Roannayutt Oan-Oon; Therdchai Choibamroong (National Institute of Development Administration, 2024)
To effectively attract American millennials to visit Thailand, a nuanced understanding of their decision-making processes is essential. Millennials exhibit high levels of online engagement, frequently sharing recommendations and participating in tourism-related discussions, which significantly shape their travel destination choices. This study investigates the determinants and preferences of American millennials during the pre-planning stage of considering a visit to Thailand. Integrating the bandwagon effect and destination familiarity with the Theory of Planned Behavior (TPB) in a post-global crisis scenario, an online survey collected responses from 358 American millennials residing in major Metropolitan Statistical Areas (MSAs) in the United States. The model was assessed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings revealed that the bandwagon effect and destination familiarity significantly and positively influence millennials' attitudes, subjective norms, perceived behavioral control, and intention to visit. Within the TPB framework, the bandwagon effect and destination familiarity emerged as significant determinants influencing travelers’ beliefs and preferences. This suggests that for destinations like Thailand, which are widely visible and discussed on social media, bias effects and subjective preferences are crucial in the destination evaluation process. The study also elucidated the partially mediating roles of attitude and subjective norm, indicating that cognitive shortcuts, perceived social value, and subjective familiar assessments are involved in the decision-making process. Individuals' behavioral beliefs are influenced and activated by accumulated subjective cognitions and preferences over time, leading to behavioral intention. Few studies in travel and tourism have elucidated dual-process mechanisms within a unified model that incorporates factors from both behavioral economics theory and the TPB, despite their foundational differences in rational high involvement versus irrational low involvement principles. This study postulates that the integrated decision-making process of travelers in destination selection can be perceived as a co-existing dual-system process, emphasizing both complex processing and simplifying procedures. Furthermore, the confirmed efficacy of the complex multidimensional construct of the bandwagon effect and destination familiarity implies its potential applicability in future research endeavors. This holistic knowledge can be utilized to develop and design effective destination marketing strategies specifically tailored for potential American millennials.
Destination image for wellness tourism development: a case study northern Thailand
Paripan Kaewnet; Suwaree Namwong (National Institute of Development Administration, 2024)
The purpose of this research was to 1) investigate stakeholder perception toward spa tourism activity in wellness tourism 2) investigate stakeholder perception toward spiritual retreat tourism activity in wellness tourism in case study Northern Thailand for result to develop a wellness tourism destination image model that main aim. This research is qualitative research. The instrument for used to collect qualitative data were in-depth interviews and focus group. Descriptive data analysis the sample group used is tourism stakeholders consisting of Tourists, entrepreneurs, communities, government agencies Private sector agencies that are involved in the development wellness tourism in spa tourism and spiritual retreat tourism. The researcher obtained by specifying a purposive sample of 35 participants of spa tourism and same participants in spiritual retreat tourism in semi-structure interviews and focus group a purposive sample of 12 participants stakeholder in wellness tourism. Coding analysis was used for the in-depth interview and focus group whereas content analysis. The results of the research found that destination Image development in wellness tourism spa tourism consists of 1) physical characteristics of the place that provide a calm, traditional experience and describe an atmosphere of privacy. 2) A destination that has unique characteristics that have wisdom, way of life and stories that are attractive. 3) The spa’s image is communicated through the quality of service and understanding of customers. Physical, mental and physical activities using social media marketing communications. 4) Characteristics of Wellness tourism, spa activities, body, emotions, mind, feeling relaxed. Furthermore, destination Image development in wellness tourism spiritual retreat tourism the results found consists of 1) function attributes of place authentic experience and peaceful atmosphere, scared site and leadership. 2) A destination spiritual uniqueness that has local wisdom way of life and culture, historically significant that are attractive. 3) The spiritual retreat’s image felling is service quality, service mind, activities, and using social media marketing. 4) Characteristics of wellness tourism in spiritual retreat wellness attributes are physical, emotion, mental, relaxation. There are guidelines for developing spa activities in wellness tourism, creating image, case study of the northern region. Identity and uniqueness should be created using Lanna wisdom to communicate to customers the physical, mental, and spiritual spa therapy activities in order to be consistent with the needs of the customer group
The causal effects of transformational leadership, organizational commitment, job satisfaction, and intention to stay in five-star hotels in Bangkok, Thailand
Tabanporn Yipsumpoomipijit; Sangkae Punyasiri (National Institute of Development Administration, 2024)
This study examines the effects of transformational leadership (TFL) on the intention to stay (INS) among employees in five-star hotels in Bangkok. It also explores the mediating roles of organizational commitment (OC) and job satisfaction (JS) in the relationship between transformational leadership and the intention to stay. The research involved 350 employees in responsible positions across five-star hotels in Bangkok, Thailand. The research utilized a quantitative approach with survey questionnaires as the data collection tool. Descriptive and inferential methods, including confirmatory factor analysis (CFA), were employed for analysis. Structural equation modeling (SEM) analysis demonstrated that the hypotheses aligned well with empirical data, exhibiting good fit indices: χ2/df = 1.081, P-value = 0.051, GFI = 0.902, TLI = 0.984, CFI = 0.987, RMSEA = 0.015, and RMR = 0.040. According to the results of this research, transformational leadership directly contributes to job satisfaction and organizational commitment. Additionally, job satisfaction has a direct effect on the intention to stay, while organizational commitment does not directly influence the intention to stay.
The development of CBT assessment framework for community-based tourism
Suwincha Rakharn; Therdchai Choibamroong (National Institute of Development Administration, 2024)
In this research investigation, the researcher examines the development of a CBT assessment framework for community-based tourism (CBT). The research objectives are to study 1) the principles, criteria, indicators, and an assessment of sustainable community-based tourism management; to analyze 2) the development of a CBT assessment framework for sustainability using the Ethnographic Delphi Futures Research (EDFR) technique; to synthesize 3) the development of a CBT assessment framework applying the technique of Analytical Hierarchy Process (AHP); and to compare 4) the awarded and non-awarded CBT management. The mixed-methods technique was employed. Data were collected from the population consisting of residents involved in CBT in Sukhothai province i.e. the community sector, the public and academic sector, and the private sector as well as the residents in CBT areas in Sukhothai province. The data collected were synthesized for the development of a CBT assessment framework for community-based tourism applying the Analytical Hierarchy Process (AHP). From Objective 1, findings showed that the assessment framework, principles, criteria, indicators, and the assessment principles based on the goals totaled thirty-one indicators. The CBT assessment principles consisted of different sub criteria in the consideration of assessment. The assessors considered an assessment of sub issues of each criteria based on the issues matching the qualifications of the groups of criteria and indicators. The six criteria and thirty-one indicators were the aspect of CBT management with nine indicators; the aspect of the management of economy, society, and a good quality of life with four indicators; the aspect of conservation and promotion of community culture heritage with three indicators; the aspect of the management of natural resources or the environment in a systematic and sustainable manner with four indicators; the aspect of CBT service quality with eight indicators; and the aspect of the promotion of public relations and collaboration between communities and business operators, market access, and collaboration with external tourism business operators with two indicators. The scoring criteria were as follows: 4 = having all four characteristics of the assessment; 3 = having three characteristics of the assessment; 2 = having two characteristics of the assessment; 1 = having one characteristic of the assessment; 0 = having no characteristics of the assessment at all. From Objective 2, findings showed that the development of a CBT assessment framework for sustainability using the EDFR technique based on the experts’ conceptual framework was as follows. The criteria and indicators for a CBT assessment for community-based tourism could be divided into thirteen major criteria: management; the management of economy, society, and a good quality of life; conservation and promotion of cultural heritage; the management of natural resources and the environment; service quality; safety; the promotion of public relations and marketing; networks and participatory business operators; standards of cleanliness/hygiene; the management of tourism activities; the adaptation of digital technology and community information; the development of personnel’s skills/knowledge creation; and capability development to accommodate adjustment and situational changes. From Objective 3, findings showed that the AHP analysis technique calculated from the Expert Choice program found that the aspect of conservation and promotion of cultural heritage was the most important criterion (11.57 percent). In descending order were service quality (11.11 percent); networks and participatory business operators (10.53 percent); promotion of public relations and marketing (10 percent); the management of tourism activities (9.37 percent); the adaptation of digital technology and community information (9.22 percent); management (7.1 percent); capability development to accommodate adjustment and situational changes (6.52 percent); the management of economy, society, and a good quality of life (6.42 percent); safety (5.23 percent); standards of cleanliness/hygiene (4.73 percent); and the development of personnel’s skills and knowledge creation (4.44 percent). The least important criterion with the management of natural resources and the environment (3.76 percent). From Objective 4, findings showed that overall, both communities exhibited differences in CBT assessment criteria. The comparison of differences of CBT assessment criteria of Ban Na Ton Chan and Thai Chana Suek communities in each aspect of conservation and promotion of cultural heritage; capability development to accommodate adjustment and situational changes; safety; standards of cleanliness/hygiene; the promotion of public relations and marketing; networks and participatory business operators; management; service quality; the management of economy, society, and a good quality of life exhibited the differences at a statistically significant level. No differences were found in the aspects of management of natural resources and the environment; the management of tourism activities; the adaptation of digital technology and community information; the development of personnel’s skills and knowledge creation at a statistically significant level.
The causal effects of environmental awareness and scuba diving specialization influencing marine environmental responsible behavior via marine environmental responsible intention in Haad Chao Mai marine national park
Tammachak Lakbanchong; Sangkae Punyasin (National Institute of Development Administration, 2024)
This study aims to propose and test a theoretical model exploring the causal effects of environmental awareness (EA) and SCUBA diving specialization (SDS) on marine environmental responsible intention (MERD, which, in turn, influences marine environmental responsible behavior (MERB) within the SCUBA diving context at Haad Chao Mai Marine National Park, Thailand. The mediating role of marine environmental responsible intention (MERI) is also examined. The research involved 320 responsible Thai SCUBA divers’ in Haad Chao Mai Mai Marine National Park. The analysis, conducted using structural equation modeling (SEM) with a two-stage approach, yielded a well-fitting model that aligns with the empirical data (x2/df = 1.758, GFI = 0.973, AGFI = 0.925, CFI = 0.993, RMSEA = 0.049, and RMR = 0.013). The study’s findings indicate that MERI plays a dual role in mediating the relationships within the model. It partially mediates the connection between EA and MERB and fully mediates the relationship between SDS and MERB. This highlights the importance of promoting responsible behavior among SCUBA divers. Marine destination managers and SCUBA diving businesses can contribute by offering meaningful, low-impact diving experiences. Similarly, government agencies and policy makers can support these efforts through responsible campaigns and events, ultimately enhancing MERB.
The Causes of Knowledge Management affecting employee development towards organizational performance in the hotel business in Thailand
Nopporn Sornsom; Chokechai Suveatwatanakul (National Institute of Development Administration, 2024)
The objectives of this research were to study and verify the structure of knowledge management, employee development, and organizational performance in the hotel industry in Thailand. To achieve these objectives, four key goals were identified: first, to investigate the structure of knowledge management, employee development, and organizational performance in the hotel industry in Thailand; second, to develop a model representing this structure; third, to test the model with empirical data; and finally, to investigate for promoting knowledge management within the hotel business in Thailand. The sample group consisted of hotel staff working in four-star hotels in Thailand, all of whom were Thai with experience in the hotel business. Multiple variables were used, with a ratio of 10 to 20 times the number of observed variables (20:1). In this study, 13 observed variables were employed, resulting in a minimum sample size of 260 cases. To ensure the reliability of the congruence test with empirical data, the researcher added 158 more cases to the sample group, making the total sample size 418 cases. This research employed a mixed-methods approach, incorporating both quantitative and qualitative techniques. Data analysis was conducted using appropriate statistical software to address the research questions and to perform structural equation modeling. Confirmatory factor analysis (CFA) was conducted to confirm the relationships between sets of variables. The CFA process was divided into three sets of variables: knowledge management, employee development, and organizational performance. The results of each CFA were required to match the overall model fit and the criteria for construct validity. The findings demonstrated that the model of knowledge management, employee development, and organizational performance in the Thai hotel industry was consistent with the empirical data. The model fit indices showed that the chi-square statistic was 14.499 (df = 18.0, Sig. = 0.696, CMIN/df = 0.806), indicating a good fit with the data. Other fit indices also supported this conclusion, including a comparative fit index (CFI) of 1.000, a goodness of fit index (GFI) of 0.995, an adjusted goodness of fit index (AGFI) of 0.973, a root mean square error of approximation (RMSEA) of 0.000, a root mean square residual (RMR) of 0.003, an incremental fit index (IFI) of 1.000, and a normed fit index (NFI) of 0.998. The results further indicated that knowledge management significantly influenced employee development, which, in turn, had a substantial impact on organizational performance. Within the knowledge management variable, the most crucial component was strategy, with a factor loading of 0.94. For the employee development variable, innovation was the most significant component, with a factor loading of 0.95. Regarding organizational performance, the internal process perspective was the most important component, with a factor loading of 0.99. A qualitative content analysis revealed that the promoting knowledge management, which affects organizational performance in the hotel businesses in Thailand, requires readiness in three key areas: 1) policy readiness -organizational goals; 2) staff readiness; and 3) information readiness and the promoting process of learning in the organization. In addition, five factors have been identified as follows: 1) policy and goal of organization; 2) staff readiness; 3) documentation and control system; 4) IT management; and 5) link knowledge management performance to KPIs. They are as fundamentals of knowledge management promoting. To foster continuous innovation in hotel services, it is essential to develop employees' abilities in three areas: 1) presentation competency; 2) coaching competency; and 3) a good attitude in knowledge development competency. Furthermore, individual and team KPIs motivate to develop these competencies. Additionally, internal process perspectives and learning and development perspectives are critical to achieving the organization’s goals of delivering excellent service quality. Relate to high levels of customer satisfaction that significance both, which are key aspects of organizational performance.
Adventure-wellness tourism development model through self-actualization
Nanpassakorn Ritpanitchajchaval; Suwaree Namwong; Apollo, Michal (National Institute of Development Administration, 2024)
This study aims to fulfill the existing gap in the literature by examining the adventure-wellness tourism development model through self-actualization. In the present, adventure-wellness tourism in Thailand is less developed for both domestic and international tourists (Kongtaveesawas, Prasarnphanich, Sinthupinyo, & Ashton, 2022). Mixed methods research of both quantitative and qualitative techniques was employed to collect and analyze data. To achieve the research aim, three objectives of this study have been raised: first objective; ‘to understand tourist’s perception towards participating adventure tourism activity and how to improve their levels of satisfaction, Eudaimonic experience through self-actualization.; ‘to study how adventure-wellness activity, tourist perception, tourist satisfaction, eudaimonic experience are influenced to self-actualization. Third objective; ‘to develop a model for adventure-wellness tourism activity development through self-actualization. CFA (Confirmatory Factor Analysis) and SEM (Structure Equation Model) analysis techniques were used to analysis data for quantitative approach. While a content analysis was performed for qualitative approach with a total of participants (40 participants), interviewed from tourists who had experienced and participated any adventure-wellness activity; for quantitative study, a total of 290 surveys were received from domestic tourists who had experienced in adventure-wellness tourism activity. It was found that, the findings of the hypotheses test revealed a positive influenced between adventure-wellness activity, adventure tourist perception, tourist satisfaction, Eudaimonic experience and self-actualization. This study’s findings propose adventure-wellness tourism development model through self-actualization. There are three stages of adventure-wellness model development through self-actualization: first stage; satisfaction (hedonic) is comprised of-worth (time, money and effort), beyond expectation, self-improvement, life-fulfillment; medium stage, it is called as Eudaimonic stage, comprised of self-acceptance, purpose in life, autonomy, environmental mastery, positive relationship, personal growth; higher stage, this stage is called as self-actualization stage, comprised of self-transcendence, self-achievement, cognitive and aesthetic. The study findings propose the theoretical, practical, and managerial contributions. Governments should particularly embrace this concept as a framework and give priority to the revitalization of the tourism industry. Emphasizing a lifestyle that promotes well-being, sustainability, and equitable treatment of both tourists and residents is of its importance. It is recommended that policymakers in all countries include these components into their tourism planning and development efforts. This includes emphasizing the concept of adventure tourism and creating destinations and products that cater to the well-being of tourists. Future study should focus on exploring methods to produce impactful and lasting experiences, as well as strategies to enhance destination management especially, adventure tourism destinations.
Development process of community human capital for the community interpreter to enhance Kamchanod faith tourism in Udon Thani province
Norapech Fongon; Sangkae Punyasiri (National Institute of Development Administration, 2024)
The research on “The process of developing community human capital to be local interpreters to promote faith tourism in Kham Chanod, Udon Thani Province” aimed to 1) study the learning behavior of people in Kham Chanod community to promote faith tourism, 2) study the factors affecting the learning behavior in interpreting people in Kham Chanod community, 3) evaluate the learning process of people in Kham Chanod community, and 4) create a process for developing community human capital to be local interpreters to promote faith tourism in Kham Chanod, Udon Thani Province. The research method is divided into each objective. Objective 1 and 2 are quantitative research to study learning behavior and factors affecting learning to be a local interpreter to promote faith tourism. The sample group is 400 stakeholders in the Khamchanod tourist attraction, who are registered in 3 sub-districts: Wang Thong Sub-district, Ban Muang Sub-district, and Ban Chan Sub-district, Ban Dung District, Udon Thani Province. The research instrument is a questionnaire with a 7-level rating scale. The data is analyzed using confirmatory factor analysis to study learning behavior to be a interpreter and regression analysis to study factors affecting learning to be a local interpreter. Objective 3 is a mixed method research to evaluate the learning model and process of developing human capital to be an effective local interpreter. The sample group is 20 youths who are registered in the local area. The research instruments are pre-test and post-test assessments to compare and find differences in learning outcomes of the sample group. Data were analyzed using Paired Sample T Test, In-Depth interviews, and Objective 4. The results from Objectives 1-3 were analyzed in terms of content analysis to create a process for developing community human capital into local interpreters to promote faith tourism at Kham Chanod, Udon Thani Province. The result of factor analysis confirming the learning behavior of being a local interpreter to promote faith tourism has 3 components: 1) knowledge, with standard component weights between 0.74-0.85, 2) skills, with standard component weights between 0.55-0.86, and 3) attitude, with standard component weights between 0.81-0.91. The result of the study on the factors influencing and affecting learning to be a local interpreter in terms of knowledge, including 1) environmental factors, 2) motivation factors, 3) personal factors, with a variance value (R-Squared) of 0.484, 2) skills, including 1) motivation factors, 2) environmental factors, 3) personal factors, with a variance value (R-Squared) of 0.451, and attitude, including 1) environmental factors, 2) content factors, 3) personal factors, and 4) motivation factors, with a variance value (R-Squared) of 0.56. The evaluation of learning styles and the process of developing human capital to be effective local interpreters by comparing the learning results (T-test) of the sample group found that the sample group had learning results in terms of knowledge, skills and attitudes that were developed. The learning style that is appropriate for the teacher's knowledge is important. The learning style in terms of skills emphasizes practical work and the learning style in terms of attitudes emphasizes group activities that create good understanding among each other. When the results from objectives 1-3 are used, the process of developing human capital in the community to be local interpreters can be created in 7 steps: 1) Creating motivation and awareness, 2) Evaluating interpreters’ potential, 3) Preparing the learning environment, 4) Training, 5) Evaluation of outcomes 6) Creating prototype tourism leaders. 7) Occupational management. The researcher has used the results from objectives 1 - 3 to create a process for developing community human capital to be local interpreters to promote faith tourism at Kham Chanod, Udon Thani Province, in 7 steps: 1) creating motivation and awareness, 2) evaluating interpreters' potential, 3) preparing the learning environment, 4) training, 5) evaluation, 6) creating model tourist attraction guides, and 7) career promotion management.
Resident attitude and quality of life in community base tourism development
Panyada Nadee; Suwaree Namwong (National Institute of Development Administration, 2024)
This study attempts to fulfill the research gap concerning the resident attitude and quality of life in Community Based Tourism development, with research objectives to be defined, encompasses two main aims: 1) To study resident quality of life within the CBT 2) To study resident attitude toward the CBT. The sample population comprises 30 residents from the Chiang Khan community and 32 residents from the Mae Kampong community. A qualitative approach was used in the study design, and an in-depth interview technique was used to collect data. This method was chosen because it allows for the collection of more information, knowledge, and data, all of which are important factors in encouraging participants to participate in resident quality of life and Community Based Tourism. This study chose two study areas because they are both well-known Community Based Tourism destinations in Thailand. Obtaining data from such mature and life experience residents will provide very useful and deep information that will help to achieve the research’s main goal and provide validity and reliable findings. The first study area was called “Mae Kampong Community Based Tourism” and was located in Chiangmai province, Northern Thailand. Another research area was “Chiang Khan Community Based Tourism” in Loei province, northeast Thailand. The findings purpose the conceptual model of quality of life development in community base tourism which involves the community’s people’s quality of life If the community wishes to improve the quality of life of its residents, it must prioritize the issue. 1) objective quality of life as follows: income, education, health, safety, facility, community relationships, changing lifestyles, original Local residence return to their hometown, tricking Tourists and occupational inequality 2) subjective quality of life as follows: happiness and Satisfaction 3) exitance quality of life as follows: spiritual and harmony environment. As developing tourist communities or those in their early stages, both the community itself and the government should be mindful of the quality of life for the people within the community. This awareness is crucial in promoting a high quality of life for the residents and, in turn, fostering sustainable development within the tourism community. This approach ensures that the residents benefit positively from the tourism industry and that their well-being and livelihoods are supported in a sustainable manner.
Developing a marketing communication strategy for foreign passengers to enhance the positive image of Phuket International Airport
Kanokwan Srikhwan; Kanokkarn Kaewnuch (National Institute of Development Administration, 2022)
The research on marketing strategy development among foreign passengers to strengthen positive image of Phuket Airport aimed to study marketing situation of Phuket Airport, media perception behavior, to evaluate effectiveness of marketing strategies and Phuket Airport image in the opinions of foreign passengers, to study media exposure behavior of foreign passengers contributing to media perception behavior of Phuket Airport, to study factors affecting perception of Phuket Airport image in the opinions of foreign passengers and marketing communication factors affecting perception of Phuket Airport image, and to develop marketing strategies among foreign passengers so as to strengthen positive image of Phuket Airport. The research was conducted on the basis of mixed method study that combines quantitative and qualitative research methods. With regard to the qualitative research, key informants are 15 persons relevant to marketing communication and image creation for Phuket Airport, consisting of executive representatives and operations staff from Airports of Thailand Public Company Limited (AOT) and executive representatives and operations staff from Phuket Airport. Data were collected using a semi-structured in-depth interview and focus group discussion. As for the quantitative research, the population and sample in the research consist of 400 foreign passengers using services of Phuket Airport, selected by purposive sampling technique according to the inclusion criteria. Data analysis in the quantitative research was conducted using statistical analysis software for hypothesis testing. Descriptive statistics included percentage, mean, and standard deviation. Inferential statistic was One-Way ANOVA, and multiple regression analysis. In terms of the qualitative research, content analysis was used as it provided clarity and certainty. Multiple linear regression analysis results of IMC tools factors affecting perception of Phuket Airport image in the opinions of foreign passengers found sales promotion, public relations, direct marketing, and IMC interactivity had an effect on perception of Phuket image in the opinions of foreign passengers with the statistical significance level of 0.05. Sales promotion, public relations, direct marketing and IMC interactivity mutually described the variance of perception of Phuket image by 59% and had a positive effect on perception of Phuket image in the opinions of foreign passengers. The variable having the largest effect on perception of Phuket Airport image in the opinions of foreign passengers was IMC interactivity, followed by public relations, sales promotion, and direct marketing, respectively.

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