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Journal of International and Thai Tourism
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  This is an Open Access Journal Open Access journal
ISSN (Online) 2286-9018
Published by NIDA  [3 journals]
  • Journal of International and Thai Tourism

    • Authors: waris mudponutua
      Abstract: วารสารวิชาการการท่องเที่ยวไทยนานาชาติ (Journal of International and Thai Tourism) เป็นวารสารวิชาการเผยแพร่บทความวิชาการและบทความที่ผ่านการพิจารณาจากผู้ทรงคุณวุฒิ มีวัตถุประสงค์เพื่อพัฒนาและส่งเสริมการทำวิจัยเชิงสหสาขาวิทยาการ (Multi-disciplinary) และเผยแพร่งานวิจัยเชิงประจักษ์ในอุตสาหกรรมการท่องเที่ยว เน้นการเผยแพร่องค์ความรู้ที่พัฒนาขึ้นจากงานวิจัยหรืองานวิชาการที่เกี่ยวข้องกับองค์ประกอบและมิติต่างๆ ในอุตสาหกรรมการท่องเที่ยวและบริการ อาทิเช่น การวางแผนและนโยบายการท่องเที่ยว การวางแผนและพัฒนาการท่องเที่ยว กลยุทธ์ธุรกิจการท่องเที่ยวและบริการ กลยุทธ์การตลาดสำหรับธุรกิจและอุตสาหกรรมการท่องเที่ยวและบริการ นวัตกรรมการพัฒนาผลิตภัณฑ์และการบริการการท่องเที่ยว การสื่อสารและแปลความหมายในอุตสาหกรรมการท่องเที่ยว โลจิสติกส์และการท่องเที่ยว ผลกระทบจากการท่องเที่ยว อุปสงค์การท่องเที่ยว ขีดความสามารถในการแข่งขันในอุตสาหกรรมการท่องเที่ยวและบริการ การพัฒนาการท่องเที่ยวที่ยั่งยืน การจัดการมรดกทางวัฒนธรรมเพื่อการท่องเที่ยวและจัดการการ&#...
      PubDate: 2019-07-10
      Issue No: Vol. 15, No. 1 (2019)
  • Local involvement in sustainable tourism management: A case study of
           Phuket Old Town

    • Authors: อารีย์ฏา ถิรสัตยาพิทักษ์, ศิรินทร์ สังข์ทอง
      Pages: 1 - 21
      Abstract: The paper analyzed the participation in sustainable tourism management of the locals in the area of Phuket Old Town. The study employed the cross-sectional approach and the quantitative study by using questionnaires to collect the data from the representatives of 250 households who live in the area of Phuket Old Town and Charter Bank Old Town. Krejcie and Morgan (1970) approach was used to determine a sample size in this study. The techniques of quota sampling and the convenience sampling were conducted to get the study samples. The study results revealed that in overall, the locals in the study area participated in sustainable tourism management at low level in most typologies of participation, except the moderate level of the participation in receiving an information.  
      PubDate: 2019-07-02
      Issue No: Vol. 15, No. 1 (2019)
  • Eco-Adventure Tourism: An Awareness of White Water Rafting Tour Operator
           Standard at Songpraek Village, Phang-nga Province

    • Authors: Chainun Chaiyasain, Areeta Tirasattayapitak
      Pages: 22 - 46
      Abstract: The paper analyzed the current situation of eco-adventure tourism and the awareness of rafting standard from the views of white water rafting tour operators in order to recommend the proper guidelines for the service standard improvement on the basis of sustainable tourism management. The study employed the cross-sectional approach and the census study by using semi-structure interview to collect the data from eight white water rafting tour operators. The study results revealed that the current situation of tourism management at the village is crowded and the growth rate is increasing every year with the total number of tourists in average at 420-2000 people per day during the high season. At present, eight companies have legally registered the tourism business license. The awareness of rafting standard among tour operators is low and most of them do not practice such regulations. Hence, the government sector should establish the measures to control and enforce the tour operators to implement the rafting standard in their operation and should efficiently monitor the operation in order to overcome the impacts and increase the benefits to the attraction tourists, environment and enterprises.
      PubDate: 2019-07-02
      Issue No: Vol. 15, No. 1 (2019)
  • Guidelines for Cultural Tourism Management with a Cooperation of Trang
           Tourism Partnership: A case study of Vegetarian Tradition in Kew Ong Yeah
           Shrine, Trang Province

      Pages: 47 - 66
      Abstract:         This research has three objectives: (1) To study the context of cultural tourism in traditional festival which is Vegetarian Tradition in Kew Ong Yeah Shrine, Trang Province (2) To study the state of cultural tourism management in traditional festival Vegetarian Tradition in Kew Ong Yeah Shrine, Trang Province (3) To study the guideline for management of cultural tourism in the traditional Vegetarian festival of Kew Ong Yeah Shrine, Trang Province by using merge research. quantitative and qualitative including field studies, Structured Interviews, In-depth interviews, and Area Frame Survey to obtain the most factual information. After obtaining all information was taken to the Content Analysis process to propose a management approach. Cultural Tourism Management by Participation of Tourism Parties and all samples were used in the research. Thai tourists, the community leaders, government agencies, the private sector and people who participate in the tradition of Vegetarian festival of Kew Ong Yeah Shrine, Trang Province.       The process of this study found people in the area generally pay much attention to the traditional Vegetarian festival. It is used to participate in various activities and rituals throughout the event. The tourism sector has managed to public relations and with good service also providing good facilities and advices to tourists. It has the capacity to support tourism. By gathering information from tourists and people from 400 tourists who attended traditional vegetarian festival, the potential for tourism attractiveness with value of traditional arts and crafts in the tradition of vegetables festival of Kew Ong Yeah Shrine in Trang Province has resulted in the management of tourism as the most cultural tourist. The potential of people in the area have to know and understand their roots in order to provide information to travelers. People in the community must love and cherish including the value of their traditions. This traditional can be managed sustainably. The potential of the shrine area still adheres to the traditions inherited. Therefore, there are 5 guidelines for the management of cultural tourism by the participation of tourism partners in the tradition of vegetables festival. 1) It is important to study the background of this tradition. 2) Implant and create awareness for the people in Trang. Love and cherish their local traditions. 3) Focus on tourism that provides knowledge to tourists and promote in social media. 4) Organize Conservation tourism and traditional culture with stability pathways. 5) Support the Vegetarian Festival Tradition in Kew Ong Yeah Shrine, Trang Province has been listed as a heritage of national cultural heritage.
      PubDate: 2019-07-02
      Issue No: Vol. 15, No. 1 (2019)
  • Thailand National Park of Ecotourism Community Involvement Mechanism: A
           Case study on Doi Inthanon National Park

    • Authors: jiraya meemana, Zhang Yujun
      Pages: 67 - 83
      Abstract: Ecotourism is one of the sector that is fastest growing globally, including Thailand. The government has developed its national parks and marine parks to be prime destination for ecotourism. Ecotourism became an important element in generating income for the country due to its potential in offering opportunity to the local people. Its not only sustain the conservation of the environment, but also improve the welfare and socioeconomic of local people. This paper highlights on the community involvement mechanism in ecotourism of Doi Inthanon National Park. Despite of in-depth interview, a questionnaire survey of about 302 household living within Doi Inthanon National Park were collected. The paper recommends that the community involvement in ecotourism in Doi Inthanon National Park is moderate. This paper recommends that the authorities to provide need-based training and establish a proper management to encourage local peoples optimize the benefit from ecotourism in Doi Inthanon National Park.  
      PubDate: 2019-07-02
      Issue No: Vol. 15, No. 1 (2019)
  • Comparison of Foreign Tourists’ Motivation Factors: Does cultural
           background matter'

    • Authors: Saranya Kantabutra, Wanlanai Saiprasert, Sainatee Chernbumroong, Kunsiree Kowsuvon
      Pages: 84 - 102
      Abstract: The study aims to examine motivation of foreign tourists using “push and pull” motivation factors between tourists from western and Asian countries. A sample of 400 was drawn from foreign tourists who visited Chiang Mai. When considering top-five push and pull factors, the result reveal that some motivation factors exist only in a particular group. For instance, the need to experience local people way of life is among the top-five most important push factors for Western tourists while the need to relax their mind and the need to promote good health, physically and mentally are found in only Asian tourist. In terms of pull factors, natural attraction is found in Western tourists while comfort is found in Asian tourists. Moreover, perceptions of foreign tourists towards some motivation factors are statistically different. For instance, when considering push factors, tourists from western countries place more importance on the need to learn different cultures and to experience local people way of life while Asian tourists are more interested in the need to relax their mind and the need to promote good physical and mental health. For pull factor, Asian tourists give more importance to comfort than their western counterparts. Discussion and management implication are also provided.
      PubDate: 2019-07-02
      Issue No: Vol. 15, No. 1 (2019)

  •        ปัจจัยหลักในการบริหารความสัมพันธ์กับลูกค้าบนสื่อสังคมออนไลน์

    • Authors: ชุติญาภัค วาฤทธิ์, บุษยา วงษ์ชวลิตกุล, วรภัทร ไพรีเกรง
      Pages: 103 - 130
      Abstract: This qualitative research was aimed to 1) study the patterns of using social media in customer relationship management of the hotel industry in Thailand. and 2) study the key factors in customer relationship management on social media of the hotel industry in Thailand. This study was consisted of two phases: literature review and in-depth interview. The samples consisted of 11 experts from 3 groups. There were 5 samples from hotel industries, 3 samples from information technology industries and 3 samples from educational institutions/social research Institutes. The data was analyzed by using content analysis and data triangulation analysis methods.  The research findings found that 1) the hotel industries in Thailand used social media in customer relationship management which could be divided into 4 dimensions as marketing and public relations dimension, sales dimension, feedback dimension, and service and support dimension. All the dimensions could cover the 3 processes of customer relationship management such as customer acquisition, customer retention and customer win-back. 2) the key factors in customer relationship management on social media of the hotel industry in Thailand were 5 factors as organizational resources factor (top management support, organizational culture, and organizational structure), social media analytical tools factor, information technology factor (information technology infrastructure and ability of employee in using information technology), customer orientation factor and customer knowledge management factor. The hotel industry in Thailand or other industries can apply the research results to consider and prepare the resources to implement the strategies precisely and accurately for social customer relationship management (Social CRM) in the organization.
      PubDate: 2019-07-02
      Issue No: Vol. 15, No. 1 (2019)
  • The Survey of Employment in Thailand’s Tourism Sector: Case Study of

    • Authors: ธีระ สินเดชารักษ์, ปาณิศา วิชุพงษ์, อรอุมา เตพละกุล
      Pages: 131 - 149
      Abstract: Indicator for sustainable tourism especially economic dimension isn’t only about total head count nor income. Since head counts and incomes are marketing focused Indicators which do not imply the significant of revenue spread to local businesses and communities that are the true owner of the tourist destination. Marketing success of tourism came with unequal distribution of income that mostly benefit hotel owners and tour operator companies. If the government sought to use tourism industry as a tool to tackle poverty and increase national economic growth as described in royal decree appointing “Designated Areas for Sustainable Tourism Administration” (DASTA) to create sustainable tourism within local communities, they need to pay attention to the benefits disperse to local businesses and/or communities, by investigating a transfer of tourism revenue to local communities, an increase in local employment, and the effectiveness of local employment promotion initiative. This research aims to illustrate the result of the study on the employment in tourism sector in the Designated Areas for Sustainable Tourism, including the number of workers employed in the sector, education and training, labour productivity and demand for skilled labour. This research will also give some recommendations for an improvement in tourism supply chains in Designated Areas for Sustainable Tourism. From our observation from 6 designed areas has been showed that, in 2017, Entrepreneur of Tourism Businesses in supported sustainable tourism with DASTA recruit more workers and increase growth rate of worker in local area than 2016 while entrepreneur of Tourism Businesses overview in designed areas recruit less workers than last year.
      PubDate: 2019-07-02
      Issue No: Vol. 15, No. 1 (2019)
  • Local Interpreters Development for Tourism Enhancement in Donsak District,
           Suratthani Province

    • Authors: ปารณีย์ ศรีสวัสดิ์, ณัฐกานต์ แน่พิมาย, เสาวภาคย์ สว่างจันทร์, พงศ์เทพ แก้วเสถียร
      Pages: 150 - 166
      Abstract: This study aimed to analyze the context of the tourism communities, to find local storytellings, to develop as local interpreters for tourism, and to set criteria of them in Donsak District, Suratthani Province. The participatory action research was conducted for this study; researchers interviewed stakeholders, community members jointly collected questionnaires from the tourists, searched their community storytellings, drafted curriculum and set criteria for developing local interpreters for tourism, and developed as local interpreters for tourism. The result showed that the ways of life of Pakdonsak, Kohrat and Kohnoppao were as fisheries, but Khaokloi was gardeners. All communities had their own beautiful natural and cultural resources, but they lacked readiness. The community storytellings were the power of the faith of Mon people, Cha-ngok mountain: the power of faith and mystical wonder of the South, roots of the Chinese ways, and the Great Majesty the King’s mother and faith in the shrines. Twenty five people were developed as the local interpreters for tourism with the curriculum which consisted of academic and professional knowledge, and practice in the fieldwork. These interpreters had basic desirable characteristics, including community lovers, intellectuals, creators, smiles, collaborators, handlers, responsibilities, and learners. The standard criteria of these interpreters consisted of knowledge 7 indicators and operational skills 6 indicators.
      PubDate: 2019-07-02
      Issue No: Vol. 15, No. 1 (2019)
  • The Success Factors for Applying Digital Platform of Hotel Businesses in

    • Authors: ศิวฤทธิ์ พงศกรรังศิลป์, พิมพ์ลภัส พงศกรรังศิลป์, ปิยะ ปานผู้มีทรัพย์
      Pages: 167 - 186
      Abstract: This study aims to study the needs for using digital platform of hotel businesses in Krabi, to explore the associated factors toward the needs for using digital platform of tourism stakeholders in Krabi, and to analyze the success factors for applying digital platform of hotel business in Krabi. The population of this study is hotel businesses in Krabi because they are the major sector which has applied e-Commerce in business operation. The focus group interviews, in-depth interviews, and questionnaires were employed to collect the data. The results show that samples are 3-star hotel, 38.65 rooms in average, with the occupancy rate 69.81 %. They have operated for 8.81 years or 8 years 9 months 21 days in average. The 79.28 % of hotel business have operated online, and more than a half of them do online for marketing and sales. The most of hotel businesses believe that applying digital platform is interesting and be able to provide benefits to business. For the hypotheses, developing information for online communication associates with the needs to connect with the digital platform, significantly. Additonally, businesses who have operated online, tend to contain positive attitude toward digital platform, and would like to conncet with digital platform. However, the system should be easy and convenience for using.
      PubDate: 2019-07-02
      Issue No: Vol. 15, No. 1 (2019)
School of Mathematical and Computer Sciences
Heriot-Watt University
Edinburgh, EH14 4AS, UK
Tel: +00 44 (0)131 4513762
Fax: +00 44 (0)131 4513327
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