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...

The research of this study investigates the process of waterfront community tourism experience focusing on Chantaboon Waterfront Community, Chanthaburi. The study sheds light on propose the waterfront experience process in terms of tourism destination and tourism product that emphasis on the influence of tourist motivation. Beside this, the study extracted the process of waterfront community tourism experience specifically from lessons learned in Chantaboon Waterfront Community and other similar waterfront communities of 10 case studies. Unlike...

           The objectives of this research consist of 1. To study the current context of interpretation management of Thai art at the passenger terminal, Suvarnabhumi Airport, 2. To evaluate the effectiveness of the current interpretation methods of Thai art at the passenger terminal, Suvarnabhumi Airport, and 3. To propose a model of Thai art interpretation management at the passenger terminal, Suvarnabhumi Airport. The research employed mixed research methods, including quantitative and qualitative research.    This research selected the d...

This study was established on the tourism and marketing perspectives of the stakeholders regarding the branding process of the cultural world heritage sites in Thailand. The Historic City of Ayutthaya world heritage site was selected as the unit to be studied. Thus, the purposes of the study were to 1) study the potential of the Historic City of Ayutthaya site, 2) analyze the marketing of the Historic City of Ayutthaya site, 3) evaluate the potential of the stakeholders in branding of the Historic City of Ayutthaya site, and 4) propose a brandi...

The current research sought to identify the factors associated with hotel employees’ motivation, specifically in relation to compensation, benefit and rewards system and to explain the ways their motivation affects their organizational engagement.  It was anticipated that the findings can be used to develop guideline for promoting hotel employee engagement by using compensation, benefit and rewards system.  The research applied qualitative research method by using the semi structured in-depth interviews with a total of 20 hotel employees who...

This study aimed to determine the components of Activity Uniqueness for Creative Tourism, consisting of three sub-components, namely Creative Activity, Create a Positive Distinctive Activity, and Five Sense Body and to find the relationship between the components and tourists’ perception of creative tourism activities. Activities of Thai cookery school course were focused on.  Presently, Thailand tourism emphasizes on promoting greater abstract images, such as Thailand: Land of Smile, Thainess, and Thai Hospitality. However, it still lacks T...

Due to loose of value of cultural heritage tourism resources, including the promoting of Thai youth tourist’ potential which they are one of the main target groups for cultural tourism of the Tourism Strategy 2015-2017 (Ministry of Tourism and Sports, 2015: 21), and the problem of number of Thai youth tourists visiting Lanna cultural heritage tourism site have decreased (Office of Strategic Management, Upper North Region 1, 2014 - 2017) including the importance of youth tourists market for the future as per the report of World Youth Student & E...

This research aimed 1) To study factors related to customer experience management, customer satisfaction and customer value in Thailand's outbound tour operators. 2) To develop a structural equation model of customer value for Thailand's outbound tour operators. to developing structural equation model of customer value for outbound tour operators in Thailand.  This study was a mixed methods research based on qualitative and quantitative research to obtain a set of factors, including internal latent variables, external latent variables, and obse...

The main objective of this study aims to develop the role of Airline in supporting sustainable tourism development (STD). The specific objectives are: 1) to evaluate current performance of the airline in supporting STD 2) to analyze the factor of passenger’s awareness to STD, passenger’s willingness to supporting STD, passenger’s expectation to STD performance of airline and passenger’s perception to STD performance of airline 3) to compare the difference between passenger’s expectation to STD performance of airline and passenger’s perception t...

The focus of this study is how to best support festival coordinators and festival tourism providers to adopt core competencies that will be most useful in creating a successful festival tourism marketing program. The objectives of this study were: 1. To investigate the current marketing competencies demonstrated by cultural festival coordinators. 2. To study cultural festival coordinators’ perceptions regarding the importance of marketing competencies. 3. To study the influence factors that cause cultural festival tourism coordinators to accept...

The study was aimed to develop indicators for business continuity management of Thai convention venues under crisis. The objectives were: 1) to explore the literature about the indicators for business continuity management of Thai convention venues under crisis; 2) to analyze the indicators for business continuity management of Thai convention venues under crisis; and, 3) to confirm the proposed indicators for business continuity management of Thai convention venues under crisis. The research design was a mixed methodology combining the quan...

Educational management must focus that all learners have potential in learning and self-development in which they are the most important components. Besides, the process of educational management must promote learners to be able to develop themselves naturally based on their potential. The objectives of this study were to: 1) synthesize the provision of knowledge about world heritage historical town of Sukhothai and associated historical towns by personnel of agencies concerning with world heritage tourism – historical town of Sukhothai a...

The aims of this research were to: 1) study the conditions and the problems of communication for promoting on Thai Lanna cultural tourism conservation in the area of the four provinces in the upper part in the north of Thailand in accordance with The Act of National Tourism 2008 and The National Tourism Management Plan 2012- 2016; 2) design the communication model for promoting tourism on Thai Lanna cultural conservation in the area of four provinces in the upper Northern region 1 of Thailand in accordance with The act of National Tourism...