Now showing items 1-20 of 38

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    A model of the development of community-based tourism management in designated areas for sustainable tourism 

    Kulvadee Lamaijee; Therdchai Choibamroong (National Institute of Development Administration, 2015)

    This research is both quantitative and qualitative. The objectives of the research are: 1) to study the community-based tourism environment in designated areas for sustainable tourism, 2) to assess the potential of communities in developing community-based tourism management in designated areas for sustainable tourism, 3) to study the process of the development of community-based tourism management in designated areas for sustainable tourism, and 4) to create a model of the development of community-based tourism management in designated ...
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    A structural equation model of business ethics organization culture employee engagement and job performance of flight attendant 

    Jitti Jitklongsub; Chokechai Suveatwatanakul (National Institute of Development Administration, 2019)

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

    Withep Watawuti; Rugphong Vongsaroj (National Institute of Development Administration, 2017)

    The main objective of this study aims to develop the role of Airline in supporting sustainable tourism development (STD). The specific objectives are: 1) to evaluate current performance of the airline in supporting STD 2) to analyze the factor of passenger’s awareness to STD, passenger’s willingness to supporting STD, passenger’s expectation to STD performance of airline and passenger’s perception to STD performance of airline 3) to compare the difference between passenger’s expectation to STD performance of airline and passenger’s perception to ...
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    An approach of promoting medical services to foreigner in Bangkok 

    Varot Panitchavit Pinpat; Rugphong Vongsaroj (National Institute of Development Administration, 2017)

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

    Kamonthat Nualanan; Rugphong Vongsaroj (National Institute of Development Administration, 2016)

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

    Wipada Thaothampitak; Therdchai Choibamroong (National Institute of Development Administration, 2018)

    This study was established on the tourism and marketing perspectives of the stakeholders regarding the branding process of the cultural world heritage sites in Thailand. The Historic City of Ayutthaya world heritage site was selected as the unit to be studied. Thus, the purposes of the study were to 1) study the potential of the Historic City of Ayutthaya site, 2) analyze the marketing of the Historic City of Ayutthaya site, 3) evaluate the potential of the stakeholders in branding of the Historic City of Ayutthaya site, and 4) propose a branding ...
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    The casual effects of human resource practices, supervisor support, and coworker support, influencing on organizational citizenship behaviour towards job performance of frontline employees in four-star hotels in Phuket, Thailand 

    Yanapa Boonparkob; Sangkae Punyasiri (National Institute of Development Administration, 2019)

    This study attempts to propose and examine a theoretical conceptual model that investigates the causal effects of hotel frontline employees’ perceptions of human resource (HR) practices, supervisor support, and coworker support, influencing on organizational citizenship behaviour (OCB) towards job performance in the context of four-star hotels in Phuket, Thailand. The mediating effects of OCB are also highlighted. HR practices in this study are in a form of high-performance work practices (HPWPs) consisting of selective staffing, rewards, training, ...
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    The causal effect of islamic attributes of destination upon tourist satisfaction and loyalty under mediating roles of perceived trip quality and perceived trip values : a case study of Krabi Province, Thailand 

    Wiraphong Panyathanakhun; Paithoon Monpanthong (National Institute of Development Administration, 2019)

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

    Wirut Nakkhasin; Sangkae Punyasiri (National Institute of Development Administration, 2018)

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

    Taksina Seanyen; Kassara Sukpatch (National Institute of Development Administration, 2015)

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

    Thida Laemlaksakul; Kassara Sukpatch (National Institute of Development Administration, 2016)

    The study on Developing perceptions and brand equity to enhance the potential of adventure tourism in Bencha Burapha Suvarnabhumi provinces has 3 main objectives: 1) To explore the personal factors influencing brand equity and perceptions of adventure tourism in Bencha Burapha Suvarnabhumi provinces. 2) To examine the relationship between personal factors and potential factors influencing the brand equity and perceptions of adventure tourism in Bencha Burapha Suvarnabhumi provinces. 3) To develop perceptions and brand equity to enhance potential ...
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    Developing service quality for spa establishments in the active beach tourism cluster, Thailand 

    Anan Chieochankitkan; Kassara Sukpatch (National Institute of Development Administration, 2013)

    The objectives of this study are: 1) to assess the level of perception in: service quality, perceived value, service encounter, and satisfaction of customers using spa treatments, 2) to study the dimensions of service quality, which is important in order to evaluate the spa establishments based on customers’ demographics, 3) to study customers’ desires toward spa treatments based on their demographics, 4) to study the causal relationship between service quality, perceived value and service encounter on customer satisfaction of customers ...
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    The development of 21st century learning skills to enhance the performance effectiveness of convention hotel staff in Thailand 

    Busarin Wongwiwattana; Chokechai Suveatwatanakul (National Institute of Development Administration, 2017)

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

    Peerapong Tanvittayanont; Kassara Sukpatch (National Institute of Development Administration, 2017)

    This research aimed 1) To study factors related to customer experience management, customer satisfaction and customer value in Thailand's outbound tour operators. 2) To develop a structural equation model of customer value for Thailand's outbound tour operators. to developing structural equation model of customer value for outbound tour operators in Thailand.  This study was a mixed methods research based on qualitative and quantitative research to obtain a set of factors, including internal latent variables, external latent variables, and observed ...
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    The effects of emotional labor and moderating roles of gender, age, and manager emotional intelligence on the job and organizational outcomes: a case study of frontline hotel employees in Phuket, Thailand 

    Siriporn Khetjenkarn; Charoenchai Agmapisarn (National Institute of Development Administration, 2018)

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

    Supaporn Prasongthan; Chokechai Suveatwatanakul (National Institute of Development Administration, 2014)

    The purpose of this study is to find the essential factors that influence the levelof employee engagement, and the outcomes of the employee engagement for the Thaihotel industry. This study also develops the causal relationships model among thepredicted antecedent variables and the consequences of employee engagement for theThai hotel industry. Lastly, the HR practices and organizational approaches aresuggested in order to maximize the level of employee engagement for the Thai hotelindustry. The explanatory sequential mixed methods design was ...
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    Food activity uniqueness for creative tourism development: a case study Chiang Mai, Thailand 

    Vongvipha Thosuwonchinda; Suwaree Namwong (National Institute of Development Administration, 2017)

    This study aimed to determine the components of Activity Uniqueness for Creative Tourism, consisting of three sub-components, namely Creative Activity, Create a Positive Distinctive Activity, and Five Sense Body and to find the relationship between the components and tourists’ perception of creative tourism activities. Activities of Thai cookery school course were focused on.  Presently, Thailand tourism emphasizes on promoting greater abstract images, such as Thailand: Land of Smile, Thainess, and Thai Hospitality. However, it still lacks ...
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    Guideline of the hot spring management to promote the quality of health tourism in Thailand 

    Varinnar Siripooththilak; Kanokkarn Kaewnuch (National Institute of Development Administration, 2018)

    This research used mixed methods to investigate: 1) To study the tourist’s behavior in the Hot Spring area; 2) To study the expectations of Thai tourists towards the Hot Spring Management; 3) To study the perceptions of Thai tourists towards the Hot Spring Management; 4) To create guidelines of Hot Spring Management to promote the quality of Health Tourism in Thailand. The researcher employed purposive sampling. For the quantitative research, the sample group includes 400 Thai tourists who visited 4 sources of Hot Springs, including Phra Ruang ...
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    Guidelines based on factors that encourage cultural festival tourism coordinators to accept and adopt marketing competencies 

    Punnatree Suntisupaporn; Kanokkarn Kaewnuch (National Institute of Development Administration, 2018)

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

    Yaowapha Neeyakorn; Kanokkarn Kaewnuch (National Institute of Development Administration, 2018)

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