GSTM: Dissertations

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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.
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 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.
Structural equation modeling of affective commitment through Thainess customer-centric service for boutique hotel
Thanasit Suksutdhi; Watsida Boonyanmethaporn (National Institute of Development Administration, 2023)
The customer-centric service plays a crucial role to enhance customer satisfaction in many service organizations currently. Especially, the service experience creation can invade the emotion and feelings of customers more deeply and expect them to revisit the hotel again. Thainess tends to place a great focus on the spiritual side of humans and the serving of guests naturally from the heart. Thus, this study aims to investigate the effect of the Thainess customer-centric service on perceived service value, customer experience, customer satisfaction, and affective commitment. To develop and test a structural equation model and analyze the direct and indirect effects of all five components based on the perspective of boutique hotel guests during the COVID-19 pandemic. The data was collected by using questionnaires from 528 samplings of boutique hotel guests in Thailand via an online survey via Google form. Descriptive statistics and path analysis were applied. The researcher employed both descriptive statistics and inferential statistics by using structural equation modeling (SEM). Exploratory Factor Analysis (EFA) with principal component and varimax rotation was employed to test the dimensionality of all 91 question items. In this study, second-order CFA (Confirmatory Factor Analysis) was applied to examine the four constructs, Thainess customer-centric service (TCCS), perceived service value (PSV), customer satisfaction (CS), and affective commitment (AC), which were conceptually and empirically specified as a higher-order factor, while the customer experience (CE) was examined through the first-order CFA application. To improve a model fit, 45 items were removed for further analysis due to the low standardized factor loadings and high correlation measurement error through the review of modification indices. Therefore, the remaining 46 indicators were used to measure the structural equation modeling of affective commitment through Thainess customer-centric service for boutique hotels. A further detailed examination is carried out by looking at the standardized residual covariance of each item and modification indices. After measurement, the number of paths was taken to enhance the validity of the collected data. The fit indices were tested for SEM and found that X2/Df = 0.966, GFI = 0.941, CFI = 1.000, NFI = 0.964, TLI = 1.002, RFI = 0.952, RMSEA = 0.000, and RMR = 0.024, all of them passed the criteria. The results found that the model is consistent with empirical material in statistical significance. It can confirm that three significant factors affect affective commitment directly which are 1) Thainess customer-centric service, 2) perceived service value, and 3) customer satisfaction, while customer experience indirectly affects affective commitment. Moreover, the Thainess customer-centric service has an indirect significant affected affective commitment through perceived service value, customer experience, and customer satisfaction respectively.
Understanding yacht tourists’ destination loyalty in Phuket, Thailand: a causal relationship model of the influence of perceived marina attributes, tourist perceived value, with the mediating role of destination image, and tourist satisfaction
Ratchukorn Jonvirat; Sangkae Punyasiri (National Institute of Development Administration, 2023)
The purposes of this study were to examine marina attributes, destination image, tourist perceived value, tourism satisfaction and destination loyalty of yacht tourists in Phuket, Thailand, investigate the influence of marina attributes, destination image, tourist perceived value, tourism satisfaction and destination loyalty of yacht tourists in Phuket, Thailand, and develop a theoretical model of the influence of marina attributes, destination image, tourist perceived value affects to loyalty of Phuket as a yacht destination under mediating effect of perceived destination image and tourist satisfaction. The study utilized a quantitative research method, utilizing an online questionnaire to gather data from 460 foreign yacht tourists who have previously chartered a yacht in Phuket and have stayed at least one night at each of Phuket's four marinas. The study utilized purposive sampling as a non-probability sampling technique. Descriptive statistics such as frequency, percentage, standard deviation, and mean were used to analyze the data. Additionally, exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and Structural Equation Model (SEM) were used as inferential analysis techniques. The descriptive analysis provided insights into the attributes of the tourists who visited Phuket's marinas. The majority of the respondents were female, aged between forty-one to fifty-six years, holding a bachelor's degree, traveled with their family, relatives, and the majority of the respondent nationalities were Asian. The behavior of yachting, residents obtained information about yacht tourism from travel agencies and contacted them through websites. The respondents mostly traveled to Phuket to charter a yacht and did so about three times, the majority chose natural attractions. The travel motivations were tourist activities and attractions. Type of yacht charter was crewed charter, and the most of traveled by one-day charters. The level of yacht tourist’s perception upon variables affecting loyalty of yacht tourists to visit Phuket Thailand. The study found that yacht tourists perceived marina attributes at a high level of agreement with five elements which are perceived value, perceived destination image, perceived tourist satisfaction, and destination loyalty. According to the confirmatory factor analysis of yacht destination loyalty, all 22 key aspects can be grouped into 5 components which are perceived marina attributes consisted of 5 observable variables with component weights between .47 and .99, tourist perceived value consisted of 4 observable variables with component weights between .41and .94, perceived destination image consisted of 7 observable variables with component weights between .70 and .80, perceived tourist satisfaction consisted of 4 observable variables with component weights between .70 and .99, and destination loyalty consisted of 2 observable variables with component weights between .83 and .94. The structural equation model according to hypothesis, this research aimed to examine structural equation model (SEM). The result reveal that the structural equation model (Modified Model) was congruent with the empirical data after the adjustment. The analysis results of the model of destination loyalty for yacht tourists who experience in Phuket Thailand indicate a good fit: chi-square statistic (χ2) of the structural relationship model = 104.055, degrees of freedom (df) = 135.0, P-value = 0.01, ratio between chi-square value and number of degrees of freedom (χ2/df) = 1.143, comparative fit index (CFI) = 0.998, and root mean square error of approximation (RMSEA) = 0.018. Finally, this study proposed a guideline for developing marketing strategies for yacht tourists in Phuket that should focus on. The analysis consists of 3 issues: 1) marina attributes: recommended to enhance the marina facilities to meet contemporary standards, ensure security and comply with international regulations to satisfy the demands of tourists. 2) Phuket destination image: highlighting Phuket's excellent tourism image and distinctiveness through a variety of marketing communication channels, both online and offline, develop and improve the standard of tourist attractions to ensure that they are distinctive and unique. 3) tourists' perceived value: government and private sectors involved in yacht tourism to inspire confidence in potential visitors, differentiate Phuket from other yachting destinations and create a unique identity that appeals to a wider range of vacationers. Therefore, developing effective products and services will increase made decision-making the likelihood of positive word-of-mouth to intention to recommend and intention to revisit in create destination loyalty in Phuket as a yacht destination.
A structural equation model of critical thinking, problem-solving and leadership of air purser for premium airlines in Thailand
Nuttapun Poomthan; Chokechai Suveatwatanakul (National Institute of Development Administration, 2022)
The objectives of this research were to study and verify structural equation modeling of critical thinking, problem-solving, and leadership of air purser. The sample group comprised of premium airline’ air pursers. The multiple variables were 10-20 times of observed variables. Since there were 12 observed variables in this research, the sample group size was determined as 20 times of observed variables. Therefore, the appropriate sample size group was at 240 cases. The research tool was closed-ended questions relevant to critical thinking, problem-solving, and leadership. Besides, the descriptive statistics were applied for data analysis. The SPSS was employed for analysis. The inferential statistics was applied with AMOS to investigate affirmative components and verify structural equation modeling of critical thinking, problem-solving, and leadership of air purser. The variables included: independent variable was critical thinking; mediating variable was problem-solving and dependent variable leadership. The finding proved that a model of the structure of critical thinking, problem-solving, and leadership of air purser was consistent with empirical data. The results of the model fit showed the goodness of fit statistic criteria and indicated that the modification of the structural model is per the program recommendations and follows the significance indices of x2/df = 2.373, df = 41, P = 0.000, GFI = 0.939, AGFI =0.884, CFI =0.965, NFI = 0.941, RMR = 0.011, RMSEA = 0.076. This indicated that the model of critical thinking and problem-solving was in conjunction with the leadership of the air purser; the five factors of critical thinking consist of interpretation, analysis of information, evaluation of argument, explanation, and inference, whereas three factors of problem-solving are comprised of approach and avoidance style, personal control, and self-efficacy. Both models had an impact on the outcome of the four components of the leadership of the air purser. The result implied that air pursers with evaluation of arguments to evaluate claims and evaluate the credibility of statements or other representations as explanations or descriptions of an individual's perspective, knowledge or attitude to consider the conclusion could support opportunities to enhance the individuals’ higher-order thinking skills and affect problem-solving ability and working performance. Furthermore, the self-efficacy of air pursers who had inner confidence, trust, and consciousness with awareness of their own ability while overcoming issues or coping with challenging circumstances efficiently was positively associated with managing efforts and behavioral outcomes of effective leadership. Besides, the balancing process of leadership to acquire information, understand and make decisions based on that reasonable knowledge without regard to personal preferences by adopting an attentive and non-judgmental attitude can result in leadership skills. Moreover, air pursers who made decisions on matters considered beneficial to the airline, colleagues, and passengers, hold positions at work and decided to solve problems with confidence; as a result, leader's actions driven by their own personal values and beliefs, trust of followers and a relative collaboration with them to cooperate and work productively were developed, and led others in contributing to their work toward the accomplishment of specific goals in a specific situation or organizational goal.
A structural equation model of flight pursers leadership, cabin crew experience and cabin crew engagement : a perspective of a full-service airline in Thailand
Sutisa Kaewpoo; Chokechai Suveatwatanakul (National Institute of Development Administration, 2022)
Employee engagement is generally acknowledged as a critical component, and most businesses place a high value on nurturing it as a means of contributing to their organizations’ overall success in Thailand, where the leader is also accountable for providing pleasant employee experiences to increase their employee engagement. The purpose of this study was to enhance cabin crew engagement in the context of a full-service airline in Thailand. The research findings may benefit a full-service airline in Thailand comprehend the suitable flight purser characteristics that influence the cabin crew experience, resulting in increased cabin crew engagement. The study objectives were aimed to 1) investigate the construct of flight pursers leadership characteristics, cabin crew experience, and cabin crew engagement of a full-service airline in Thailand. 2) create the structure model of flight pursers leadership characteristics, cabin crew experience, and cabin crew engagement of a full-service airline in Thailand. 3) test the structure model of flight pursers leadership characteristics, cabin crew experience, and cabin crew engagement of a full-service airline in Thailand consistent with empirical data. The research employed a quantitative method with structural equation modeling (SEM) to examine flight purser leadership, cabin crew experience, and cabin crew engagement in a full-service airline in Thailand. The sample group consisted of cabin crew members operating for a full-service airline in Thailand with a minimum of one year of work experience. Following the observable variable and following the rule of thumb, the size of the sample group will be determined by applying either 10 subjects per variable or 20 subjects per variable. There were at least 120 participants in the sample group. The questionnaire functioned as a survey tool. Composed and delivered to the participants were closed-ended questions regarding flight purser leadership, cabin crew experience, and cabin crew. The confirmatory factor analysis (CFA) was being used to analyze questionnaire data to determine the construct validity of the latent variable. The results demonstrated that 1) the study of three latent variables consisting of variables of flight pursers leadership, cabin crew experience, and variable of cabin crew engagement, each component of the measurement model had the appropriate criteria which could be used to analyze the structural equation model (SEM). The reason was that the factor loading was from 0.4 upwards with statistical significance. 2) according to the first research aim, the structure of three latent variables was confirmed, and all latent variables were used to create a structural equation model based on the conceptual framework established through variable extraction. 3) the structural equation model of flight pursers leadership characteristics, cabin crew experience, and cabin crew engagement of a full-service airline in Thailand is consistent with the empirical data. In order to enhance cabin crew engagement in the context of a full-service airline in Thailand, it is recommended to develop an absorption facet among cabin crew, which is the most statistically significant aspect of cabin crew engagement. The airline may consider having flight pursers demonstrate gratitude for good relationships with colleagues; providing the guidance of clear working procedures to cabin crew; providing assistance during work; and also, the airline may consider providing flight pursers the independence to solve problems on their own while performing duties. Apart from that, the airline may emphasize vigor, dedication, and increased job performance, respectively. However, the research was limited primarily by the data sample being collected from a single airline. It might be considered in researching a large number of cabin crew in Thailand’s full-service airlines as well as a variety of other types of airlines, such as low-cost carriers.
Policy implications for building destination loyalty of cruise passengers in Southern Thailand
Suraporn Mulkunee; Paithoon Monpanthong (National Institute of Development Administration, 2022)
Given the fast-paced development in cruise tourism industry, thus many potential countries offer considerably more competition. In the huge growing cruise tourism industry, Thailand has a tremendous prospect for taking benefits from the expansion rate in the cruise market from the loyalty of cruise passengers who have experience at Thailand's port of call to revisit to the destination as land-based tourists or recommend to others. In terms of the loyalty of cruise passengers as land-based tourists, there is still not any study result that can be applied as proposed policy implications for building destination loyalty of cruise passengers to revisit as land-based tourists and recommend to others in Southern Thailand. On this account, the aims of this study were; 1) to explore the factors relating to the destination image, destination experience quality, perceived destination value, and destination satisfaction, which affect the destination loyalty of cruise passengers, 2) to examine the causal relationship among destination image, destination experience quality, perceived destination value, destination satisfaction, and destination loyalty of cruise passengers who experience in Southern Thailand, 3) to develop the model of destination loyalty for cruise passengers who experience in Southern Thailand, and 4) to propose policy implications for building destination loyalty of cruise passengers to revisit as a land-based tourist and recommend to others in Southern Thailand. The study employed mixed method research. The quantitative research methodology was employed using an online questionnaire to collect data from 440 cruise passengers who being foreign tourists and had experienced at Thailand port during their cruise, and purposive sampling was performed to recruit cruise passengers’ respondents. The descriptive analysis was frequency, percentage, standard deviation and mean, while the inferential analysis was performed with confirmatory factor analysis (CFA), Structural Equation Model (SEM). Moreover, the in-depth interview was also performed to collect the data from a specific population of small size but noteworthy in terms of their opinions of cruise tourism as to the key informants. There were 12 key informants by had experience in cruise tourism for a least three years. They were office in two groups; government sectors and private sectors. The interview data were analyzed with thematic analysis. The study results and described below. (1) The descriptive of traveling information showed that the purpose for cruise and visiting Thailand of the majority of respondents is leisure/holiday. Most cruise passengers have visited Thailand less than three times and were first-time cruising to Thailand destination. A beautiful environment and scenery is the majority motivation to travel while natural attractions and city tours are the most preferred attraction and activity onshore destination. Most cruise passengers arrange onshore excursions by purchasing shore excursions and spending on shore excursions and activities. Social media is the largest channel to gather information to travel to Thailand's destinations. (2) The level of cruise passengers’ perception upon variables affecting loyalty of cruise passengers to revisit as a land-based tourist and recommend to others in Southern Thailand. The results can be summarized that cruise passengers have perceived destination image at a high level of agreement. Consequently, the destination image has six elements receiving all high levels of the agreement. Regarding destination experience quality, cruise passengers have perceived destination experience quality at a high level of agreement. Perceived destination value, all four observation variables were perceived at a high level of agreement. Destination satisfaction has a high level of agreement. Finally, cruise passengers who experienced in Thailand’s destination have a high level of agreement of destination loyalty. (3) The factors relating to the destination image, destination experience quality, perceived destination value, and destination satisfaction, which affect the destination loyalty of cruise passengers were employed by using SEM. The factor variables analysis was performed in all measurement models. The CFA analysis result revealed destination image has six components, destination experience quality has four components, and perceived destination value has four components. Destination image had comprised of 6 latent constructs which are tourism environment, tourist resources, tourist activities, tourist infrastructure, social environment, and accessibility. Destination experience quality is comprised of 4 observed variables as follows: immersion, surprise, participation, and fun. Perceived destination value, is involved of 4 observed variables as follows: functional value (quality), functional value (price), social value, and emotional value. Destination satisfaction and destination loyalty are comprised of 6 indicators. (4) Regarding the causal relationship, the result has presented six hypotheses were supportive which are destination image positively influences on perceived destination value, destination image positively influences on destination satisfaction, destination image positively (5) The analysis results of The model of destination loyalty for cruise passengers who experience in Southern Thailand was confirmed by the good model fit indices: The chi-square statistic (X2) of the structural relationship model = 2855.193, degrees of freedom (df) = 1063, P-value = 0.087, the ratio between the chi-square value and the number of degrees of freedom (X2 /df) = 2.685, comparative Fit Index (CFI) = 0.975, Tucker-Lewis Index (TLI) =0.971, and Root Mean Square Error of Approximation (RMSEA) 0.039. (6) Based on the above study results, the researcher proposes three policies implications for building destination loyalty of cruise passengers to revisit as land-based tourists and recommend to others in Southern Thailand: 1) Strengthening the effectiveness of destination image for cruise tourism 2) Building the greater memorable experience quality for cruise tourism, and 3) Creating and empowering destination value for cruise tourism.
Proposed policy for promoting Songkhla Province as an international potential mice destination
Benjamaporn Chumnanchar; Patthareeya Lakpetch (National Institute of Development Administration, 2022)
The objectives of this research are to 1) study alternative policies for promoting Songkhla Province as an international potential MICE destination., 2) assess appropriate alternative policies for promoting Songkhla Province as an international potential MICE destination., and 3) propose policies for promoting Songkhla Province as an international potential MICE destination. The research design was a mixed methodology combining quantitative and qualitative research approaches. For the quantitative method, data were collected from questionnaires with 300 respondents from the government sector, associations, and the private sector. The confirmatory factor analysis, which is the overall construct reliability for all constructs, reveals scores within an acceptable range of factor loading (0.5 and above): p-value = 0.129, CFI = 0.937, TLI = 0.905, RMSEA = 0.033, SRMR = 0.08, PC = 5.107, and AVE = 0.890. Thus, the statistical and theoretical models are a good fit. Then, analytic hierarchy process is used to develop a decision-making assessment model utilizing weighted parameters for scoring decision alternatives. Alternative 3, Integrated International MICE and Tourism, had the highest weight score of 1.2612, making it the alternative with the best rating. The qualitative research examined stakeholders from the MICE industry in Songkhla Province using documents, research articles, academic journals, and field data collected from key informants. A total of 13 individuals were interviewed, and 6-12 individuals were invited for focus group interview. The indicators for the alternative policies for promoting Songkhla Province as an international potential MICE destination are grouped as follows: 1) area-based, which consist was of MICE city profiles, human resources, and marketing; 2) function-based, was comprised of stakeholders, business sectors, and government & private sectors; and 3) agenda-based, which consisted of economic, competitiveness, and professionalism. According to the research findings, the proposed policy for promoting Songkhla Province as an international potential MICE destination includes the following: 1) promoting and elevating Songkhla to become an international MICE city; 2) improving the quality and standards of the progressive MICE event organization; 3) improve its image in terms of safety and hygiene; 4) integrate operations and collaborations with tourism and MICE network; and 5) strengthen the competitiveness in the international MICE industry.
The structural equation modeling of Thai domestic tourists, destination loyalty on Chiang Mai as a religious tourism destination
Waret Ruttanavisanon; Charoenchai Agmapisarn (National Institute of Development Administration, 2022)
Chiang Mai is the most popular destination in Thailand for religious tourism, which is a special form of tourism that caters to individuals traveling to religion-themed tourist destinations for religious and/or recreational purposes. The growth of religious tourism is inextricably linked to the worldwide increase in spiritual journeys by individuals of all ages, cultures, and religions. Religious destinations are places of development, commitment, and vitality that often attract attention owing to their emotional significance. This research investigates the destination loyalty of tourists through their emotional connections to a place, emotional solidarity with the locals, and risk perception. Data were collected from 543 Thai tourists who visited temples in Chiang Mai. Results show that the place attachment of tourists has a direct influence on their emotional solidarity. In addition, the emotional solidarity of tourists with the locals is a significant predictor of their destination loyalty. Meanwhile, their emotional solidarity mediates the relationship between their place attachment and destination loyalty. The risk perception of these tourists during the COVID-19 pandemic highlights the insignificance of the moderating effects of their emotional solidarity and destination loyalty. Several managerial implications for destination management organizations are also provided.
Tourism targeted poverty alleviation in China : a case study of Luquan County, Yunnan Province
Qu, Mingjing; Paithoon Monpanthong (National Institute of Development Administration, 2022)
The purposes of this research are: 1) to explore the contexts of tourism management as a means for poverty alleviation in Luquan County, China. 2) to identify the key success factors of tourism management practices for poverty alleviation in Guangdong Province, Guangxi Province, and Guizhou Province, China. 3) to investigate the efficiency of tourism management for poverty alleviation in Luquan County, China. 4) to propose the strategy plan of tourism management for poverty alleviation in Luquan County, China. This research will mainly apply qualitative methodology as research method, using semi-structured interview as research tools. Five sample groups of the population and with regards to qualitative research results which are: 1) local poor individuals, 2) local government officers, 3) NGOs, 4) Tourists, and 5) Private sectors. Due to research objective 1 and 3 are in the same location, the same sample size of 30 participants will be used to collect data for both objectives. The research objective 2 must be accomplished in three distinct regions. The sample size for each region is 30 individuals, for total sample size of 90. The findings of the study indicate that, 1) tourism policy. An on-site interview in Luquan County revealed that the once-promising tourism business in the area has failed to take off. Since there is no tourist industry, it is evident that agriculture is the locals' primary source of income. 2) tourism planning. The region's natural resources are abundant, yet tourism has not increased much. In addition, local government officials said that they will prioritize urgent actions to eliminate the greatest barriers to poverty reduction. 3) tourism participation. All tourists remarked about how disappointing the local tourism was and how little they interacted with locals. 4) sustainable tourism development. Private operators acknowledge the significance of corporate social responsibility, but their modest size makes it difficult to undertake a diverse array of projects. 5) tourism destination management. As the local tourism business is still in its infancy, there are no tourist attractions in the area and just a handful of buses go there. The local infrastructure is quite deficient, and there are no suitable tourist attractions or activities.
A model for development of the Thai-Japanese creative muay Thai tourism marketing network
Nattada Srimuk; Therdchai Choibamroong (National Institute of Development Administration, 2018)
The objective of this research is to determine a model for development of the Thai-Japanese Creative Muay Thai Tourism Marketing Network. The researcher employed mixed methods research consisting of quantitative research and qualitative research to answer the research questions. 1) To study the behavior of Japanese tourists in Muay Thai Creative Tourism. Here the researcher employed Quantitative Research Methodology, using a questionnaire based on documents and relevant research studies for data collection on the behavior of Japanese tourists in Muay Thai Creative Tourism. The sample included 400 Japanese tourists training for Muay Thai Creative Tourism in the famous Muay Thai gyms in Bangkok. The analysis of correlations between information search, decision making and travel behavior with demographic data was done by crosstabs and the inferential statistics of Chi – Square. The demographic data was both nominal and ordinal, which allowed for the derivation of mean and standard deviation. The comparison of mean motivation, satisfaction in Muay Thai courses, was done by comparison of the mean score of levels of motivation to travel, satisfaction towards marketing communication and marketing network communication for Creative Muay Thai Tourism, classified by personal information, using ANOVA. 2) To study the potentials of the government and private sectors of both Thailand and Japan in the Muay Thai Creative Tourism Marketing Network, 3) To analyze the implementation of government policy for promoting Muay Thai Creative Tourism,4) To find a model for development of the Thai-Japanese Creative Muay Thai tourism marketing network, Objectives 2-3: Qualitative research was used as the research methodology. A Semi-structured interview was developed and used as the research instrument. The researcher conducted In-depth interviews, collecting data from 34 key informants related to Creative Muay Thai Tourism from Thailand and Japan government and private sectors in order to know the related potential to develop the creative Muay Thai tourism marketing network. In addition, 14 administrators in the government sector were interviewed about the formulation of policy and policy implementation. The results of Japanese tourists for Muay Thai Creative Tourism showed more males than female Japanese tourists participated Muay Thai in Thailand; male tourists accounted for 74.9 percent and females, 25.1. Considering ages, the largest group of Japanese tourists fell within the age group, 31– 40 years, 36.8 percent; followed by the age group 41-50 years, 26.8 percent; with the smallest group, 51 year, plus, at 3.7 percent. Japanese tourists had motivation involving a variety of experiences. It was found that a high number of the Japanese tourists searched information from the Internet and most Japanese tourists are quite closely related to the supply chain of creative Muay Thai tourism. A high number of Japanese tourists planned to stay and learn Muay Thai from 2–6 days per trip or planned to stay in Thailand for 2 to 3 months. For a high number of the Japanese tourists', tourism ranked as the highest ranked purpose for coming to Thailand. The Japanese tourists having different careers and personal incomes, had no difference in motivation for travelling for creative Muay Thai tourism with a statistical significance level of 0.05. The Japanese tourists from different groups, educational levels, and incomes had no statistical difference of satisfaction towards marketing communication and marketing network communication with One-way analysis of variance (One-way ANOVA), revealed at a statistical significance level of 0.05. The test results of the 4 hypotheses have shown to be corresponding to 3 hypotheses H1 Japanese tourists with different occupations and income did not have different travel motivation, H2 the Japanese tourists with different age, educational level and income did not have different satisfaction levels toward marketing communication and marketing network communication, H4 Japanese tourists who are of different educational levels, occupations and incomes did not have different satisfaction levels toward government policy interaction, and not corresponding to H3. Not Corresponding/supporting the hypotheses tourists who are of different sex, age, occupation and income did not have different satisfaction toward Muay Thai gyms. Tourism Authority of Thailand ( TAT) has potential and readiness to lead the network in terms of coordinating with various agencies, being reliable and acceptable, having marketing potential to promote overall creative Muay Thai tourism. TAT has budget and personnel readiness to develop the model for development of the Thai- Japanese Creative Muay Thai Tourism Marketing network, it is important to emphasize the formulation of the policy to clearly and concretely promote and develop a marketing network. Analysis of implementation of government policy to promote and develop Muay Thai Creative Tourism Marketing Network proved, thus far, unsuccessful because; 1) The policies to promote and develop creative Muay Thai Creative Tourism Marketing Network were not concrete, 2) No leader was found to formulate and implement the policy, 3) Cooperation between agencies was lacking because each agency has its own policy used to perform its task and the leader of collaborative network was not found, 4) Extension to the regional agencies was lacking. Agencies from all sectors and local organizations will participate in formulating and developing future policy and setting shared vision. Therefore, to develop the successful model, it is important to have the process of building the network including: 1) Identifying the leader, 2) Formulating collaborative policy, 3) Gathering to form the network, 4) Setting shared management, marketing, budget, and personnel goals, 5) Strategic planning, 6) Budgeting, 7) Performing the task as planned, and 8) Monitoring and evaluation of results.
Value co-creation model enhancing competitiveness of exhibition industry in Thailand
Athitaya Pathan; Rugphong Vongsaroj (National Institute of Development Administration, 2018)
Among the growth of global exhibition industry, Asia is strongly positioned to remain one of the most attractive trade fair markets worldwide. Despite the positive direction of the country‟s large market size and revenue in its sub-region, Thailand is facing intensive competition both in existing, and high potential new entrants from emerging ASEAN countries. Therefore, the country needs to review its position in regards to competitiveness. The purpose of this study is to explore the value of the cocreation structure exhibition industry in Thailand, examine competitiveness attributes of the exhibition industry, and to develop a value co-creation model enhancing competitiveness of the exhibition industry in Thailand. This study utilized mixed research methods integrating quantitative and qualitative data collection and analysis. The quantitative approach employed a personal questionnaire survey in major international trade exhibitions in Thailand. An electronic survey tool was used to collect data due to restricted access of the trade exhibition. The qualitative approach utilized a semi-structural in-depth interview from key stakeholders of the exhibition industry in Thailand. The study proposes the value of co-creation model as a guideline for stakeholders to enhance the industry‟s competitiveness.

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