The objectives of this research are: 1) to study the behavior in the planning process for human resources risk management of executives of small and medium sized hotels in touristic islands of Surat Thani province, 2) to evaluate the performance in the planning process for human resources risk management by executives of small and medium sized hotels in touristic islands of Surat Thani province, 3) to synthesize the planning process for human resources risk management of small and medium sized hotels in touristic islands of Surat Thani pr...

This empirical study examined the effects of local online travel agencies’ banner advertising belief factors on inbound tourists’ attitude toward banner advertising and the effects of inbound tourists’ attitude toward banner advertising on banner advertising effectiveness. The results of structural equation modeling could partially confirm the belief-attitude-effectiveness relations for local online travel agencies’ banner advertising from the perspective of inbound tourists. The empirical results from this study indicated that the featur...

The study establishes a proposed model of port of call management for cruise tourism, Phuket, Thailand under four objectives; 1) to analyze the current situation of the cruise tourism in Phuket, Thailand, 2) to evaluate the importance levels toward factors affecting port of call management, 3) to measure the efficiency levels of port of call management in Phuket, Thailand and 4) to propose a model of port of call management tailored for the cruise tourism in Phuket, Thailand.

Medical tourism is a developing market for Thailand’s tourism industry, and offers a unique alternative to the issues associated with an excessive reliance on traditional forms of tourism. Previous literature on this subject is limited. The primary focus has been on the economic and social impacts of medical tourism on a host country, and on the quality of medical services that influence medical tourists’ loyalty. There has been insufficient research conducted on developing Thailand’s image as a medical tourism destination to establish de...

The objectives of this study were: 1 ) to study the factors affecting Thailand community- based tourism value creation, 2) to study the causal relationship between factors affecting Thailand community-based tourism value creation, and 3) to propose policy recommendations for Thailand community- based tourism value creation. This study was conducted by studying related internal factors and relationships of all 5 aspects affecting the Thailand community-based tourism value creation based on the priority: 1) Community collaboration and parti...

The study on Developing perceptions and brand equity to enhance the potential of adventure tourism in Bencha Burapha Suvarnabhumi provinces has 3 main objectives: 1) To explore the personal factors influencing brand equity and perceptions of adventure tourism in Bencha Burapha Suvarnabhumi provinces. 2) To examine the relationship between personal factors and potential factors influencing the brand equity and perceptions of adventure tourism in Bencha Burapha Suvarnabhumi provinces. 3) To develop perceptions and brand equity to enhance p...

The results of the study demonstrated that: 22 community enterprise networks had 3 main activities including 1) Agricultural Institute Group/Housewives = 12 groups (54.55%), 2) Production = 9 groups (40.90%), and 3) Service = 1 group (4.55%). Each group was formed to solve the problems of the 21 groups of community (95.45%) caused by 1) lower production price, 2) intervention by middlemen, 3) high cost on production, 4) low quality of the products, short life span of the products/no creation of the product identity, 5) lack of water suppl...

This study attempts to propose and examine a theoretical conceptual model that investigates the causal effects of hotel frontline employees’ perceptions of human resource (HR) practices, supervisor support, and coworker support, influencing on organizational citizenship behaviour (OCB) towards job performance in the context of four-star hotels in Phuket, Thailand. The mediating effects of OCB are also highlighted. HR practices in this study are in a form of high-performance work practices (HPWPs) consisting of selective staffing, rewards, train...

Global Muslim travel market is regarded as having high potential in terms of population growth and high expenditure. Yet, it remains relatively untapped. Many previous studies mentioned the effects of Islamic attributes of destination toward motivation to visit as well as tourist satisfaction and loyalty. However, there is a lack of empirical research in non-Muslim country as well as Thailand in particular. Besides, it was also found that perceived trip quality and perceived trip values exert influence over tourist satisfaction and loyalty; lit...

The relevance of the tourism and hospitality industry nowadays is a fact that cannot be denied since this sector has been one of the major players in the world’s economy for the last decades. However, the field of education in tourism and hospitality was a rather more limited area during most of the 20th century. Despite the significance of tourism and hospitality education in shaping the future of this prosperous industry, there are still several areas on this discipline to be covered appropriately. This research focuses on several topics that...

This research aims 1) to develop an indicator used for evaluating community enhancement of tourism promotion marketing in community–based tourism destinations in designated Pattaya and vicinity areas, 2) to evaluate the community enhancement of tourism promotion marketing for community–based tourism destinations in the designated Pattaya and vicinity areas, 3) to obtain the community’s potential reinforcement method in the aspect of tourism marketing promotion currently proceeded by the related parties, and 4) to create a process of community e...

        In the high competition of the hospitality and service industry, hotels are in the process of intensely managing their employees’behavior and emotions, and this can have a detrimental impact on frontline employees’ work attitudes, job performance, and behavior within the organization. In Thailand, there are still pressing questions regarding these issues. The objectives of this study were to examine the relationships among emotional labor, burnout, job satisfaction, turnover intention, and organizational commitment, and to compare the m...

Despite the continuous growth in the demand for low-cost airlines (LCAs) in Thailand, airline profits are less impressive than they may seem due to several challenges especially intense competition and price wars, the two key factors likely to have an impact on LCAs’ earnings and competitiveness. Although proactive strategies have been devised to address the issue, they are unable to create sustainability and maintain customer retention. This study employed the concept of customer orientation of service employee (COSE) that could increase the s...

This thesis is aimed to examine general context in human resource development in a green hotel by focusing on evaluate the environmental behavioral of hotel employees in a green hotel and investigate the casual factors which affects the behavioral of hotel employees in a green hotel. There were three research questions: (1) What is the general context of human resource development in a green hotel? (2) What extent environmental behavior of a hotel employee in a green hotel? and (3) What are the causal factors that affect to behavior of hotel em...

The research was done in Bangkok Thailand due to high competition and the presence of a majority of Thailand’s health establishments, which aims to 1) review market orientation, extended market orientation and strategic management affecting health establishment performance in Bangkok 2) to study the relationship between market orientation, extended market orientation and strategic management affecting health establishment performance in Bangkok 3) to investigate of concept for causal relation model of market orientation and extended market orie...

The objectives of this research were to study and verify structural equation model of business ethics, organization culture, employee engagement and job performance of flight attendants. The sample group comprised of premium airlines’ flight attendants. The multiple variables were 10-20 times of observed variables. Since 16 observed variables were set in this research, the sample group size was determined as 20 times of variables. Thus, the appropriate sample group size was at least 320 cases. To ensure that congruence test of empirical data hy...

The aim of this study is to develop the model for promoting medical services to foreigner in Bangkok, with emphasis on the roles played by service providers, suppliers and supporting industry. In pursuit of this objective, the study explores 3 key constitutional components as, 1) the motivation, perception and decision making of foreign medical service customer for analyzing the customers’ need, segmentation, product attribute and destination image 2) resource competencies, strategic direction, competition and co-operation intensity of medical ...

A Street food in Thailand offers food and beverage for local people in everyday life reflecting their own way of life and local culture and becoming a great tourist attraction. Bangkok is a case of this study where is one of the best cities in the world for the street food. Previous studies have shown that adding value to products and services can lead to a creation of memorable experience for customers. Indeed, the adding value is able to maintain customers and succeed a long-run for businesses. The purpose of this study was to create a value-...

This research used mixed methods to investigate: 1) To study the tourist’s behavior in the Hot Spring area; 2) To study the expectations of Thai tourists towards the Hot Spring Management; 3) To study the perceptions of Thai tourists towards the Hot Spring Management; 4) To create guidelines of Hot Spring Management to promote the quality of Health Tourism in Thailand. The researcher employed purposive sampling. For the quantitative research, the sample group includes 400 Thai tourists who visited 4 sources of Hot Springs, including Phra Ruang ...

This paper was aimed to present the guideline development of 21st Century Learning Skills for the convention hotel staff’s performance and effectiveness in Thailand.  The results of the study could help to improve the performance of convention hotel staff, especially at convention hotels in Thailand.  Convention hotels are used for meetings and business conventions which generate a lot of benefits to the country such as revenue, employment, cross cultural management and technological development respectively. Thus, it is necessary to understand...