Now showing items 110-129 of 208

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    Marketing Communications: Interacting with Customers and Building Strong Brands 

    บุญชัย หงส์จารุ (Aekpimthai Publishing, 2018-07)
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    MOBILE PAYMENT AND FIRM PERFORMANCE: FROM THE PERSPECTIVE OF RETAIL AND SERVICE SECTOR 

    Thipa Mahakittikun; Thipa Mahakittikun; Sid Suntrayuth; สิทธิ์ สุนทรายุทธ; National Institute of Development Administration. International College,; Sid Suntrayuth; สิทธิ์ สุนทรายุทธ (National Institute of Development Administration, 12/8/2022)

    Although the acceptance of mobile payment from the business is possibly one of the factors from the supply side that can lead to the success of a mobile payment system, some of the merchants still refuse to implement this payment system in their business. Based on the technological, organizational and environmental framework (TOE framework) of Tornatzky and Fleischer (1990), this present study attempts to identify how mobile payment can have an impact on the firm performance. To do this, this research hypothesized that relative advantage, complexity, ...
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    Mobilization Process and Adaptation of Community in Implementation of Alternative Education: A Case Study of Yaa Ped Naam Learning Center, Maehongson Province. 

    Wanida Nakhisang; วนิดา นาคีสังข์; Patcharinruja Juntaronanont; พัชรินรุจา จันทโรนานนท์; National Institute of Development Administration. School of Social and Environmental Development; Patcharinruja Juntaronanont; พัชรินรุจา จันทโรนานนท์ (National Institute of Development Administration, 7/1/2022)

    The main objective of this research was to investigate the mobilization process and community adaptation in the implementation of alternative education of Yaa Ped Naam Learning Center operated a selected community. The research was based on the qualitative research methodology by adopting the case study approach. The community selected for the investigation was located in a remote area in Mae Hong Son Province. Data collection was conducted using the in-depth interview method with 21 key informants. This was coupled with participant observation ...
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    MODEL FOR QUALITY OF LIFE ENHANCEMENT IN COMMUNITY-BASED TOURISM BY UNDERSTANDING FACTORS INFLUENCING SOCIAL INEQUALITIES, THAILAND 

    Akkhaporn Kokkhangplu; อรรฆพร ก๊กค้างพลู; Kanokkarn Kaewnuch; กนกกานต์ แก้วนุช; National Institute of Development Administration. The Graduate School of Tourism Management; Kanokkarn Kaewnuch; กนกกานต์ แก้วนุช (National Institute of Development Administration, 12/8/2022)

    This research aimed 1) investigate the factors that effect to Social Inequality in communities -based tourism, Thailand  2) to examine the structural equation model between factors that effect to social inequality and factors that effect to quality of life in communities-based tourism, Thailand and 3) propose model quality of life enhancement in community-based tourism by understanding factors influencing social inequalities, Thailand.  This study was a mixed methods research based on quantitative and qualitative research to obtain data. The ...
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    MODEL OF  ELECTRONIC WASTE MANAGEMENT FOR EASTERN ECONOMIC CORRIDOR  

    Chalida Nieobubpa; ชลิดา เหนี่ยวบุบผา; Wisakha Phoochinda; วิสาขา ภู่จินดา; National Institute of Development Administration. The Graduate School of Environmental Development Administration; Wisakha Phoochinda; วิสาขา ภู่จินดา (National Institute of Development Administration, 7/1/2022)

    This research aimed to evaluate the household electronic waste (e-waste) management in Eastern Economic Corridor (EEC) in Chachoengsao, Chonburi, and Rayong provinces, and recommend the appropriate model of household e-waste management for EEC, notably at the policy level. This research was qualitative research by analyzing situations, problems, and impacts from household e-waste management in the three provinces between 2016-2019, with the concept of Pressure-State-Response (PSR). After that, evaluate the household e-waste management in the three ...
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    MODEL OF CUSTOMER EXPERIENCE MANAGEMENT IN THAI FULL-SERVICE RESTAURANT 

    Kritta-orn Chewwasung; กฤตอร จิววะสังข์; Paithoon Monpanthong; ไพฑูรย์ มนต์พานทอง; National Institute of Development Administration. The Graduate School of Tourism Management; Paithoon Monpanthong; ไพฑูรย์ มนต์พานทอง (National Institute of Development Administration, 12/8/2022)

    This study aimed to purpose the customer experience management model at Thai full-service restaurants as the customer experience management is the crucial factor for successful the restaurant business in the present.  Before revealing the customer experience management model's ultimate result, it is mandatory to expose the study based on three objectives: 1) to identify the international tourist's tourist behavior in Thai full-service restaurants. 2) to evaluate customer experience management's efficiency along the customer journey at a Thai ...
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    THE MODEL OF SUCCESS FACTORS AFFECTING CONSUMER PURCHASE INTENTION BY VIDEO ADVERTISING VIA ONLINE INFLUENCERS 

    Maythaya Preeyanon; เมทยา ปรียานนท์; Patchanee Cheyjunya; พัชนี เชยจรรยา; National Institute of Development Administration. The Graduate School of Communication Arts and Management Innovation; Patchanee Cheyjunya; พัชนี เชยจรรยา (National Institute of Development Administration, 7/1/2022)

    The study was mixed-method research of both qualitative and quantitative, aimed 1) to study the development of advertising using an online influencer from the past to the present, and 2) to test a structural equation model of success factors affecting consumers’ purchase intention by video advertising via online influencers. The research was conducted into two parts. Part 1: Qualitative research was conducted by descriptive research methodology, which was documentary research of information or articles on websites within 10 years from 2011 – at ...
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    THE MODEL OF YACHT TOURISM MANAGEMENT IN PHUKET 

    Natdaporn Chonweerawong; ณัชฎาพร ชลวีระวงศ์; Paithoon Monpanthong; ไพฑูรย์ มนต์พานทอง; National Institute of Development Administration. The Graduate School of Tourism Management; Paithoon Monpanthong; ไพฑูรย์ มนต์พานทอง (National Institute of Development Administration, 12/8/2022)

    This research proposed the Model of Yacht Tourism Management in Phuket. The objectives of this research consist of 1) study the current situation and context of the Yacht Tourism in Phuket, 2) analyze the Yacht tourist behavior in Phuket, 3) evaluate the potential of the Yacht Tourism Management in Phuket, and 4) propose the Model of Yacht Tourism Management in Phuket. A mixed research methodology was employed in this study. Questionnaires were distributed to collect quantitative data. The data were collected from a sample of 400 yacht tourists ...
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    Models Predicting Length of Stay and Readmission among Government Officials 

    Duangkamol Buajumrus; ดวงกมล บัวจำรัส; Arnond Sakworawich; อานนท์ ศักดิ์วรวิชญ์; National Institute of Development Administration. School of Applied Statistics; Arnond Sakworawich; อานนท์ ศักดิ์วรวิชญ์ (National Institute of Development Administration, 13/8/2021)

    This research aimed to study the model predicting length of stay and readmission among government officials’ patients with medical benefits by using negative binomial regression and binary logistic regression. The results found that 1) patient characteristics factors such as age and medical history factors such as length of stay, surgery, medical expenses, hospital level, disease group, and comorbidities and complications were related to the length of stay. 2) Patient characteristics factors such as sex and age and medical history factors such ...
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    A NEW APPROACH TO THE BUSINESS CYCLE AND INSIGHTS FOR THE ALLOCATION OF INVESTMENT ASSET CLASSES AND SECTORAL STOCK RETURNS ALONG THE BUSINESS CYCLE 

    Korn Talthip; Korn Talthip; Sorasart Sukcharoensin; สรศาสตร์ สุขเจริญสิน; National Institute of Development Administration. School of Development Economics; Sorasart Sukcharoensin; สรศาสตร์ สุขเจริญสิน (National Institute of Development Administration, 13/8/2021)

    Portfolio management strategy enables investors to reduce risk and maximize return. Investment in different stocks in equity market helps reducing non-systematic risk however systematic risk of portfolio obviously affected by macroeconomic conditions. Different stages of business cycle associates with changes in macroeconomic environment together with business sentiment and different market expectations which impact performance of specific asset classes in each stage. Equity in different stock sectors responses differently in various economic and ...
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    New Public Governance for Cultural Tourism: A Case Study Of Chak Phra Festival In Mueang District Suratthani Province  

    Thatchamat Suwet; ธัชมาศ สุเวช; Somsak Samukkethum; สมศักดิ์ สามัคคีธรรม; National Institute of Development Administration. School of Social and Environmental Development; Somsak Samukkethum; สมศักดิ์ สามัคคีธรรม (National Institute of Development Administration, 13/8/2021)

    The objectives of this research are to study the model of new public governance in the case of cultural tourism and to study problems and obstacles in new public governance for cultural tourism of Chak Phra Festival in Mueang District, Surat Thani Province. The qualitative research method was used for the study. Data were gathered by means of in-depth interviews and observations. The results of this study revealed that the Chak Phra festival was organized through the participation of and cooperation between various partners – these were a variety ...
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    ONLINE MARKETING STRATEGIES FOR COMMUNITY-BASED TOURISM IN THE ANDAMAN CLUSTER OF THAILAND 

    Jutamas Phengkona; จุฑามาส เพ็งโคนา; Paithoon Monpanthong; ไพฑูรย์ มนต์พานทอง; National Institute of Development Administration. The Graduate School of Tourism Management; Paithoon Monpanthong; ไพฑูรย์ มนต์พานทอง (National Institute of Development Administration, 12/8/2022)

    The main goal of this study was to initiate online marketing strategies for CBT destinations in the Andaman cluster of Thailand. In order to accomplish the goal, the objectives of this study are 1) to analyse the current online marketing situation of CBT destinations in the Andaman cluster of Thailand, 2) to classify homogenous segments of CBT tourists, 3) to investigate online marketing factors influencing intentions to visit of CBT tourists, and 4) to initiate online marketing strategies that suit CBT destinations in the Andaman cluster of ...
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    A PAIRING-FREE IDENTITY-BASED CRYPTOSYSTEM 

    Poonsuk Ponpurmpoon; Poonsuk Ponpurmpoon; Ohm Sornil; โอม ศรนิล; National Institute of Development Administration. School of Applied Statistics; Ohm Sornil; โอม ศรนิล (National Institute of Development Administration, 7/1/2022)

    ID-based cryptosystems (IBCs) allow the use of publicly identifiable information in public encryption keys, which reduces the overhead of certificate management and eliminates the need for a certificate authority in the public-key infrastructure. Up to now, bilinear pairing technology is usually used in ID-based paradigms. However, it is expensive in computation time and is unsuitable for mobile networks. Over recent years, the evolution of mobile devices has seen them transformed from a voice communication device to a daily life information ...
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    Participatory Action Research in Development of Community Based Tourism Management System for Sustainable Development:  A Case Study of a Mangrove Forest Community in Nakhon Si-Thammarat Province. 

    Wipaporn Kruejan; วิภาภรณ์ เครือจันทร์; Somsak Samukkethum; สมศักดิ์ สามัคคีธรรม; National Institute of Development Administration. School of Social and Environmental Development; Somsak Samukkethum; สมศักดิ์ สามัคคีธรรม (National Institute of Development Administration, 13/8/2021)

    The objectives of this research are to study problems and obstacles for managing community-based tourism (CBT) and search guidelines for a system of community-based tourism management for sustainable development. The method of participatory action research is used through community participation in analyzing problems and formulating a strategic plan for community-based tourism management for sustainable development. The research finds that the attractive activities from this mangrove forest community-based tourism are derived from natural resources ...
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    THE PARTICIPATORY COMMUNICATION PROCESS OF STAKEHOLDERS IN THE ENVIRONMENTAL IMPACT ASSESSMENT OF A MEGA PROJECT IN BANGKOK METROPOLITAN 

    Wadee Pinyosap; วดี ภิญโญทรัพย์; Yubol Benjarongkij; ยุบล เบ็ญจรงค์กิจ; National Institute of Development Administration. The Graduate School of Communication Arts and Management Innovation; Yubol Benjarongkij; ยุบล เบ็ญจรงค์กิจ (National Institute of Development Administration, 13/8/2021)

    The research is aimed to 1) analyze a communication process of the owner of the Chao Phraya for All (CPA) Project for establishing the stakeholders’ participation in playing their roles in the environmental impact assessment (EIA) process, 2) analyze and recommend an effective communication process in the EIA for a mega project in Bangkok, and 3) analyze the use of new media in the EIA process. The study was conducted by qualitative research through documentary analysis and in-depth interviews with stakeholders. However, since the question on ...
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    Patterns and Behaviours of Exposure to Fake News on Facebook of Generations X and Y People 

    Pariwat Bupasiri; ปริวัตร บุพศิริ; Patchanee Cheyjunya; พัชนี เชยจรรยา; National Institute of Development Administration. The Graduate School of Communication Arts and Management Innovation; Patchanee Cheyjunya; พัชนี เชยจรรยา (National Institute of Development Administration, 13/8/2021)

    The objectives of this study were to: i) study the patterns of fake news on Facebook; ii) compare the exposure behavior to the fake news among Generations X and Y people; iii) compare the response behaviors of Generation X and Y people; and iv) study the relationship between the exposure behaviour to fake news and the response behaviour to fake news.The questionnaires were applied as a tool for collecting the data regarding the behaviors of exposure and response to fake news from the sample group of 423 Facebook users.The statistics employed for ...
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    POLICY IMPLICATION FOR PATONG BEACH MANAGEMENT THROUGH MULTI-STAKEHOLDER PARTICIPATORY APPROACH 

    Daranee Ployjun; ดารณี พลอยจั่น; Paithoon Monpanthong; ไพฑูรย์ มนต์พานทอง; National Institute of Development Administration. The Graduate School of Tourism Management; Paithoon Monpanthong; ไพฑูรย์ มนต์พานทอง (National Institute of Development Administration, 12/8/2022)

    The objectives of this research were to 1) To study the current beach management context of Patong beach. 2) To evaluate the efficiency of the current beach management of Patong beach. 3) To measure the participatory level and demand for participation of stakeholders in Patong beach management. and 4) To suggest the policy implication for Patong beach management through multi-stakeholder participatory approach. Mixed method was employed to answer the objective.  Researchers gathered 400 from tourists to evaluate the efficiency of the current ...
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    Political Marketing of The Future Forward Party through Social Media 

    Supphasan Phornprapha; ศุภสัณห์ พรประภา; Kullatip Satararuji; กุลทิพย์ ศาสตระรุจิ; National Institute of Development Administration. The Graduate School of Communication Arts and Management Innovation; Kullatip Satararuji; กุลทิพย์ ศาสตระรุจิ (National Institute of Development Administration, 7/1/2022)

    A study of Political Marketing Communication Strategy through Social Media of the Future Forward Party is to study the content characteristics, formation, and strategies of the Future Forward Party through social media during the party establishment until the last day of elections on March 23, 2019. Based on the analysis of the social media content of the Future Forward Party top three followers from all the party's social media platforms following the Future Forward Party's social media candidate: Thanathorn's Jungrungreangkit Facebook fan page, ...
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    Prediction of Land use Change in Lam Dom Yai Subwatershed 

    Athiyaphan Sribunkhum; อธิญาพรรณ ศรีบุญขำ; Karika Kunta; ฆริกา คันธา; National Institute of Development Administration. The Graduate School of Environmental Development Administration; Karika Kunta; ฆริกา คันธา (National Institute of Development Administration, 7/1/2022)

    Lam Dom Yai subwatershed is a significant agricultural area in the Mun watershed ; the province of Ubon Ratchathani. As a result of the excessive land use combined with the drought is occurring environmental deterioration and water pollution in Lam Dom Yai subwatershed. This study aimed to study the land use change, Markov Chain Model was used to forecast land use in compliance with development requirements and study trends and make recommendations for land use in Lam Dom Yai subwatershed based on area's potential. This study is a mixed-methods ...
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    A PRELIMINARY STUDY ON THE RELATIONSHIP BETWEEN ENTREPRENEUR CHARITY "ORIGINAL ASPIRATION" AND ENTERPRISE DEVELOPMENT - TAKE CHINA ​AS AN EXAMPLE 

    LEILEI ZHANG; LEILEI ZHANG; Sid Suntrayuth; สิทธิ์ สุนทรายุทธ; National Institute of Development Administration. International College,; Sid Suntrayuth; สิทธิ์ สุนทรายุทธ (National Institute of Development Administration, 12/8/2022)

    This study explores why the charitable entrepreneurs have original aspiration of charity, and how their “original aspiration” promotes the development of their enterprises based on qualitative research in the special social context of the lagging charity causes and the imperfect enterprise charity tax laws without good implementation in China. Through face-to-face in-depth interviews with 27 philanthropic and non-philanthropic entrepreneurs in 13 provinces and 27 cities across the country, using continuous analysis and induction method, combined ...