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    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.
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    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.
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    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.
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    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.  
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    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.
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    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.