GSTM: Dissertations
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- ItemA model for development of the Thai-Japanese creative muay Thai tourism marketing network(National Institute of Development Administration, 2018) Nattada Srimuk; Therdchai ChoibamroongThe 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.
- ItemValue co-creation model enhancing competitiveness of exhibition industry in Thailand(National Institute of Development Administration, 2018) Athitaya Pathan; Rugphong VongsarojAmong 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.
- ItemA development model of accounting system for community-based tourism in Thailand(National Institute of Development Administration, 2018) Varintorn Viriyachaikul; Therdchai ChoibamroongThis research uses mixed methods to investigate: 1) study the competencies of Thai community-based tourism (CBT) accountants; 2) study the efficiency of the current types of CBT accounting system in Thailand; 3) propose a development model of CBT accounting system in Thailand. The researcher employed purposive sampling. For the quantitative research, the sample group included 150 CBT accountants and 150 CBT executive committee members. The research instrument used was a questionnaire which was distributed via post to 167 communities based tourism which is on the list of registered communities of the Ministry of Tourism and Sports database.For the qualitative research, the sample group included 15 CBT accountants and 15 CBT executive committee members. The research instrument used was a semistructured interview. The results from qualitative research and quantitative research can establish a development model of accounting system for community-based tourism in Thailand. It contributes from the literature review of competency, the accounting system, and community-based tourism. Therefore, it is introducing a development model of accounting system for community-based tourism in Thailand which consists of nine processes: 1) the recruitment process of CBT accountants, 2) creating capacity identification, 3) survey and analysis of CBT contexts, 4) accounting training, 5) design of a CBT accounting system, 6) testing of the system, 7) application of the system, 8) follow-up of the use of the system, and 9) improvement of the system. These nine processes are considered to play a significant role in Thai communitybased tourism.
- ItemTourism marketing management strategies for Nakhon Si Thammarat as a secondary tourism city toward foreign quality tourists(National Institute of Development Administration, 2018) Angsikarn Sasithornwetchakul; Therdchai ChoibamroongNakhon Si Thammarat (NST) is one of the amazing destinations with a wide variety of tourist attractions. Effective tourism marketing management, thus, enables to enhance NST people of all ages. This research is subsequently aimed for 1) analyzing a tourism context of Nakhon Si Thammarat as a secondary tourism city; 2) evaluating tourism management of Nakhon Si Thammaratas a secondary tourism city; 3) studying behavior based on tourism marketing factors of Nakhon Si Thammarat as a secondary tourism city; 4) evaluating the effectiveness of tourism marketing factors of Nakhon Si Thammarat as a secondary tourism city; and, 5) creating tourism marketing management strategies of Nakhon Si Thammarat as a secondary tourism city toward foreign quality tourists. In order to obtain all relevant information, a combination of both quantitative and qualitative methods was employed in this research. For qualitative method, in addition to in-depth interview with 30 foreign quality tourists who travelled from primary tourism cities to Nakhon Si Thammarat, the study was done through a focus group whose members were selected by means of purposive sampling which included individuals from different provincial tourism sectors: 1) public and academic sectors; 2) private sector in Muang District and Khanom District; and 3) the community-based tourism sector. For quantitative method, samples were 400 foreign quality tourists whose income per year was between USD 20,000 and 60,000, and travelled outside their home country (to any countries) at least one time within the last five years. This research investigation was focused only on foreign quality tourists who travelled on their own as Free Independent Travellers (FIT). The research tools were the questionnaires whereas descriptive statistics were used to analyze data, i.e., percentage, mean, standard deviation and Importance-Performance Analysis (IPA). Based on the results from the questionnaire, focus groups with tourism stakeholders as well as the in-depth interview with foreign quality tourists, all strengths, weaknesses, opportunities and threats are gathered, respectively followed by the analysis and TOWS Matrix creation, conducting a matching and making it possible to establish 15 tourism marketing management strategies. The SO strategies comprise of market penetration strategy, buzz marketing/ electronic word of mouth marketing (e-WOM) among repeater tourists, more public relations and aggressive marketing strategy at airports of nearby primary tourism cities, promotion during green season of Andaman Coast, brand’s new image and entrepreneurial marketing strategy. Six WO strategies are 1) developing supply to be ready for foreign tourists who constantly visit the province 2) SO marketing strategy promotions to expatriates living or working in Thailand 3) Tourism marketing network connecting primary tourism cities and secondary tourism cities 4) the pilot project on developing and upgrading public transport in 4.0 era 5) establishing brand new image and campaign for the provincial people to be aware of tourism importance; and 6) creating local identity; developing tourism activities and setting fixed timetables, whereas two ST strategies include tourism campaign for short haul tourists; and, value for money and time for tourists to visit Nakhon Si Thammarat. The last one of WT Strategy is content marketing strategy.
- ItemGuidelines for developing employee engagement to enhance innovative organization in Thai hotel business(National Institute of Development Administration, 2017) Watcharapong Khunpluem; Chokechai SuveatwatanakulThis study was to create a pattern of website development that affects the trust in the decision for medical tourists in Thailand because nowadays the competition of medical tourism is increasingly higher in several countries, such as Singapore, Malaysia and India, where tourism is mainly promoted by website that is used as a source of information for the decision of visiting to medical tourism. Particularly, the interface factors on a website are important and affect the decision. Although currently there are many studies on developing a website promote medical tourism, the literature review found only few studies on website interface, especially there are no studies on this topic and on the process of developing a website and building the trust of decision in Thailand. Current study was therefore aimed at creating a pattern of website development that affects the trust in the decision for medical tourists in Thailand by focusing on the trust of the interface. The research questions included: 1) What are the Internet usage behaviors of foreign medical tourists in Thailand? 2) What are the factors that affect the trust of using a website for medical tourists in Thailand? 1) Are interface elements on medical tourism website consistent with empirical data? 2) What is the priority of interface factors that affect the trust of using a website for medical tourists in Thailand? 3) How should a pattern of website development that affects the trust in the decision for medical tourists in Thailand be? 1) What is the current pattern of medical tourism website? and 2) How should a pattern of website development that affects the trust in the decision for medical tourists in Thailand be? The research methodology used in this study was mixed methods that consist of quantitative and qualitative research. Quantitative research was conducted to investigate the Internet usage behaviors of foreign medical tourists in Thailand and the interface factors that affect the trust of using a website for medical tourists in Thailand, which were divided into three parts. First, the interface elements of medical tourism consistent with empirical data for 400 tourists were analyzed by convenience sampling and confirmatory factor analysis (CFA). Second, the priority of interface elements that affect the trust of using a website for medical tourists in Thailand was determined by twenty experts, purposive sampling and analytic hierarchy process (AHP). Finally, fifty-three current websites for medical tourists in Thailand were evaluated and analyzed by descriptive statistics. Qualitative research was conducted to examine a pattern of website development that affects the trust in the decision for medical tourists in Thailand. The results of this study indicated that there were five factors that affect the trust of using a website for medical tourists in Thailand, i.e. information reliability, usability, interface design, information content, and social media, and that the most important factor was information reliability, followed by social media, interface design, and usability, respectively. The process of developing a website that affects the trust in the decision for medical tourists in Thailand consisted of six steps, i.e. website requirements and analysis, trustworthiness analysis, specification of requirements, site structure and design, website construction, and implementation.
- ItemA model of website development in creating trustworthiness for medical tourism decision making in Thailand(National Institute of Development Administration, 2017) Paramet Damchoo; Suwaree NamwongThis study was to create a pattern of website development that affects the trust in the decision for medical tourists in Thailand because nowadays the competition of medical tourism is increasingly higher in several countries, such as Singapore, Malaysia and India, where tourism is mainly promoted by website that is used as a source of information for the decision of visiting to medical tourism. Particularly, the interface factors on a website are important and affect the decision. Although currently there are many studies on developing a website promote medical tourism, the literature review found only few studies on website interface, especially there are no studies on this topic and on the process of developing a website and building the trust of decision in Thailand. Current study was therefore aimed at creating a pattern of website development that affects the trust in the decision for medical tourists in Thailand by focusing on the trust of the interface. The research questions included: 1) What are the Internet usage behaviors of foreign medical tourists in Thailand? 2) What are the factors that affect the trust of using a website for medical tourists in Thailand? 1) Are interface elements on medical tourism website consistent with empirical data? 2) What is the priority of interface factors that affect the trust of using a website for medical tourists in Thailand? 3) How should a pattern of website development that affects the trust in the decision for medical tourists in Thailand be? 1) What is the current pattern of medical tourism website? and 2) How should a pattern of website development that affects the trust in the decision for medical tourists in Thailand be? The research methodology used in this study was mixed methods that consist of quantitative and qualitative research. Quantitative research was conducted to investigate the Internet usage behaviors of foreign medical tourists in Thailand and the interface factors that affect the trust of using a website for medical tourists in Thailand, which were divided into three parts. First, the interface elements of medical tourism consistent with empirical data for 400 tourists were analyzed by convenience sampling and confirmatory factor analysis (CFA). Second, the priority of interface elements that affect the trust of using a website for medical tourists in Thailand was determined by twenty experts, purposive sampling and analytic hierarchy process (AHP). Finally, fifty-three current websites for medical tourists in Thailand were evaluated and analyzed by descriptive statistics. Qualitative research was conducted to examine a pattern of website development that affects the trust in the decision for medical tourists in Thailand. The results of this study indicated that there were five factors that affect the trust of using a website for medical tourists in Thailand, i.e. information reliability, usability, interface design, information content, and social media, and that the most important factor was information reliability, followed by social media, interface design, and usability, respectively. The process of developing a website that affects the trust in the decision for medical tourists in Thailand consisted of six steps, i.e. website requirements and analysis, trustworthiness analysis, specification of requirements, site structure and design, website construction, and implementation.