Publisher: Bangkok University (Total: 2 journals)   [Sort by number of followers]

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BU Academic Review
Number of Followers: 0  

  This is an Open Access Journal Open Access journal
ISSN (Online) 2651-0952
Published by Bangkok University Homepage  [2 journals]
  • A Canonical Correlation Analysis between Work Motivation and Service
           Quality: A Study of Interns from a Private Educational Institution

    • Authors: Jaruwan Muangjaroen
      Pages: 1 - 13
      Abstract:   The research goals were to investigate the following: 1) the degree of intern motivation and student service quality in an educational institution, and 2) a canonical correlation analysis between intern motivation and student service quality in an educational institution. The study used quantitative technique with a sample size of 400 pupils. Questionnaires were used as a study tool and data were analyzed using percentage, standard deviation, and Pearson's Correlation, and Canonical Correlation Analysis were used to statistically examine the relationships between independent and dependent variables. The findings of this study revealed that the result of correlation value between intern motivation factor and service quality factor seems to perform a higher correlation.
      PubDate: 2021-12-21
      Issue No: Vol. 20, No. 2 (2021)
  • Factors Affecting the Willingness to Pay for Electric Vehicle Conversion

    • Authors: Suthathip Suanmali, Kritsakon Kiewsongsakool
      Pages: 14 - 28
      Abstract: An electric vehicle conversion (EVC) is a car modification that converts an existing non-electric vehicle to be a low-cost electric vehicle. However, EVC is still in the development phase, and a plan to commercialize EVC has not been developed. The objective of this research is to determine the willingness to pay to convert a regular gasoline vehicle to an EV and to investigate significant factors affecting the willingness to pay for EVC. A questionnaire survey was developed and distributed randomly to 406 people in Bangkok who have a driver license. The descriptive results show that approximately 69.00% of the respondents are willing to convert a regular gasoline vehicle to an EV. The average price that they are willing to pay for EVC is about 160,931 Baht. The multiple regression analysis was employed with the level of significance of 0.05. The results indicated that the significant factors that affect a customer's willingness to pay are monthly income, education, household size, maintenance cost, age of the owned car, driving distance per day, and environmental awareness. The results of this study are expected to serve as a guideline for policy makers in order to further support the future productions of EVC. Some recommendations were discussed.
      PubDate: 2021-12-21
      Issue No: Vol. 20, No. 2 (2021)
  • The Determinant Factors in the Adoption of Reverse Logistics Products in
           Thailand: The Application of the Theory of Planned Behavior

    • Authors: Chuthin Thanasarnaksorn
      Pages: 29 - 46
      Abstract: This study investigates the relationship between three main variables of the Theory of Planned Behavior, which are Attitude, Subjective Norms, and Perceived Behavioral Intention, and the willingness to pay more for the manufacturers of products in Thailand that employ a reverse logistics approach. In addition, satisfaction was added as the fourth factor as an extension to the conceptual framework. A total of 436 respondents consisting of faculty members and students completed online questionnaires that were distributed to universities all over Thailand, and multiple regression analysis revealed that attitude, subjective norms, and satisfaction with previous purchases significantly influenced the willingness to pay more for products that employ a reverse logistics approach, or green products, which eventually significantly influenced actual purchase behavior.
      PubDate: 2021-12-21
      Issue No: Vol. 20, No. 2 (2021)
  • The Causal Relationship in Brand Loyalty towards Service Quality and Brand
           Experience: A Case Study of an Artificial Turf Football Field in

    • Authors: Sawarin Arayawanchaiya, Sawat Wannarat
      Pages: 47 - 61
      Abstract: Health trend is widely popular in Thailand. Football has long been regarded as one of the most popular sports among Thai people. As football popularity has risen up, the artificial turf football field is a highly competitive business due to new comer competitors. Hence, the business owners need to come up with new strategies to respond to customer demands. This research is to study the causal relationship of brand loyalty towards service quality and brand experience of the artificial turf football field. The results from structural equation model revealed the consistency with the empirical data: that is, service quality positively influenced brand experience but not brand loyalty. And brand experience positively influenced brand loyalty. In conclusion, business owners should pay attention to brand experience and brand loyalty rather than service quality.
      PubDate: 2021-12-21
      Issue No: Vol. 20, No. 2 (2021)
  • Communicating Ideology: The Narrative of Elderly in Thai Media

    • Authors: Supamonta Supanan
      Pages: 62 - 78
      Abstract: The objectives of the study titled “Communicating Ideology: The Narrative of Elderly in Thai Media” were to examine the communicating of ideology by which the Thai media narrates the elderly; to examine the process by which the Thai media narrates the elderly; and, to examine the ideology on the elderly as held by the audience. This is a qualitative research, encompassing the subject of ideology, narrative, decoding, and encoding. The study has found a discrepancy in ideology between the non-fiction and the fiction narratives of the elderly. As for the former account, the plights of the elderly are often featured, while for the latter, fiction stories paint the positive, and idealistic portrait of the elderly. The media, teenagers, working age people, and the elderly maintain different ideologies where the narrative of elderly is concerned.
      PubDate: 2021-12-21
      Issue No: Vol. 20, No. 2 (2021)
  • The Potential Survey of Creative Ecosystem on a Framework of Value Chain
           Development: A Case Study of Nan Old Town Creative District

    • Authors: Rittirong Chutapruttikorn
      Pages: 79 - 89
      Abstract: Nan Old Town”  was recognized as a vital business district of its province for decades. However, the numbers of creative products were declined, when mode of production like craftsmanship was gradually replaced by an industrialized one. The concept of ‘creative district development’ is yet an attempt to revitalizing the economic role of this old commercial center. This research, therefore, explores the potential of creative ecosystems by assessing three assets: economy, place, and people. From interviews and focused-group discussions with networks of many sectors and mapping the district's assets, it was found that fashion and textile industries are the most outstanding creative enterprise. This district plays a key role in product distribution, but it lacks spaces to encourage creative thinking and production activities. Both are key elements that are able to add more value to those traditional products. Creative incubation areas and activities that support creative industries should be promoted in the Nan’s district development plan.
      PubDate: 2021-12-21
      Issue No: Vol. 20, No. 2 (2021)
  • Design and Development of the Hmong Tribal Top Prototype

    • Authors: Saowanee Ratnidhikunanon, Irada Soodsung, Suchitra Chananthawaree, Wipada Krajangpo, Jaruwan Diswat
      Pages: 90 - 105
      Abstract: This research aims to 1) study patterns and Hmong pattern prototype fabrication, 2) to design and develop Hmong tribal top, and 3) to explore satisfaction towards Hmong tribal top. A sample of 378 participants from Hmong communities residing in Mae Chaem District, Samoeng District and Ganlayani District of Chiang Mai involved in this study were accidentally selected. Satisfaction questionnaires towards Hmong tribal top were composed of aspects on styling, sewing, wearing, patterning and two Hmong tribal tops, each for male and female prototypes, were used as research instruments for collecting customer satisfaction data. The descriptive used for statistical analysis in this research were frequency, percentage, arithmetic mean and standard deviation.             The study found that Hmong tribal has been fabricating their outfits based on estimation without any pattern, and the highest rated criteria were comfortable to wear, easily flexible to move, and non-clingy to body. The majority of male respondents were more satisfied with the first design of Hmong male tribal top prototype (mean=4.31, SD=0.37) than the second one (mean=4.25, SD=0.35) at the 0.05 statistical significance level, indicating their high level of satisfaction with the prototype. Meanwhile, the majority of female respondents were more satisfied with the first design of Hmong female tribal top prototype (mean=4.35, SD=0.49) than the second one (mean=4.27, SD=0.42) at the 0.05 statistical significance level, indicating the high satisfaction level.
      PubDate: 2021-12-21
      Issue No: Vol. 20, No. 2 (2021)
  • Online Travel Agencies in China: The Impact of Online Reviews, Trust,
           Perceived Risk, Perceived Ease of Use, Perceived Usefulness and Perceived
           Enjoyment on Purchase Intention

    • Authors: Hanxin Zhang, Rosechongporn Komolsevin, Ratanasuda Punnahitanond, Pacharaporn Kesaprakorn
      Pages: 106 - 122
      Abstract: The purpose of this study is to better understand online consumer behavior by analyzing consumers’ motivations and intentions leading to the purchase of hotel rooms through online travel agency (OTA). In particular, this paper seeks to demonstrate the impact levels of the following independent variables: electronic word-of-mouth (eWOM) (in the form of online reviews, or ORs), perceived risk (PR), trust (TR), perceived ease of use (PEOU), perceived usefulness (PU), and perceived enjoyment (PE), on purchase intention (PI) or hotel room booking as the dependent variable. Quantitative research methods and Structural Equation Modeling were applied in order to construct a conceptual model into which survey data collected from 334 respondents in China were input. The results indicated that all of the independent variables could have significant impacts on online travel agency customers’ purchase intentions, and that consumers’ attitudes and perceptions were critical factors affecting the motivation, which in turn affected these tourists’ decision-making towards online hotel booking transactions.
      PubDate: 2021-12-21
      Issue No: Vol. 20, No. 2 (2021)
  • A Comparison of the Employment of People with and without Special Needs
           from Employers’ Perspectives: A Need Assessment and Guidelines for the
           Employment Promotion

    • Authors: Virut Kitnuntaviwat
      Pages: 123 - 141
      Abstract: The purposes of this study were 1) to analyze the need assessment in employing people with special needs, 2) to analyze the need assessment in employing people without special needs, 3) to compare the need assessment between employing people with and without special needs, and 4) to propose guidelines for the employment promotion of people with special needs. This study used mixed method research with explanatory sequential design. First, it used quantitative research as the sample of this study consisted of 435 entrepreneurs across Thailand that employed both people with and without special needs. The data were collected by using a questionnaire. The results obtained were analyzed using descriptive statistics and prioritization needs index technique (PNIModified). Then, qualitative research was conducted by using a semi-structure interview form to interview 10 entrepreneurs and 5 government executives. Data were analyzed using content analysis to propose guidelines for the employment promotion of people with special needs. The result of this study showed that the top priority of need assessment in developing employability skills of people with special needs was the entrepreneurship skill while that of people without special needs was financial skill. Nevertheless, the last priority of need assessment of both groups was the life and career skill. Guidelines for promoting the employment of people with special needs consists of 3 important agencies: school, entrepreneur and government agencies.
      PubDate: 2021-12-21
      Issue No: Vol. 20, No. 2 (2021)
  • Film Tourism: Causal Factors of Place Attachment

    • Authors: Walaiporn Rewtrakunphaiboon
      Pages: 142 - 157
      Abstract: Popularity of TV drama is regarded as a predictor of film tourism, a contemporary phenomenon, constantly attracting tourists to visit film locations.  A recent film tourism in Thailand and a research gap found in film tourism literature called for studies to investigate how a popular Buppesannivas (Love Destiny) TV drama created emotional attachment with a screened location.  This study aims to examine causal factors of place attachment.  The sample includes 415 Thai tourists who viewed Buppesannivas drama series and visited the main screened location in Ayutthaya. The results indicate that drama likeability, attitudes towards a screened location and tourism motivation positively affect place attachment.  Tourism motivation mediates the relationship between drama likeability and place attachment as well as the relationship between attitude and place attachment.  The study provides both theoretical contributions and practical implications for film tourism.
      PubDate: 2021-12-21
      Issue No: Vol. 20, No. 2 (2021)
  • Causal Factors Influencing Customers’ Decision of Visiting Thai
           Cuisine Restaurants

    • Authors: Sarunya Sanglimsuwan, Karnjana Songwathana
      Pages: 158 - 172
      Abstract: This article aimed to develop a causal relationship model of factors influencing customers’ decision of visiting Thai cuisine restaurants and to validate the consistency the causal relationship model of factors influencing customers’ decision of visiting Thai cuisine restaurants. This study collected data through questionnaires from 400 customers who used to visit Thai SELECT restaurants in Chonburi. Data were analysed by using Structural Equation Model (SEM) and the Sobel Test (Mediating Effect). The results found that the informative seeking behavior, the perceived food quality, and the perceived brand image had the positive direct effects on the consumers’ decision of visiting Thai cuisine restaurants. Besides, the informative seeking behavior also had the indirect effects via the perceived food quality and the perceived brand image. The variables in the model can explain the variance of the consumers’ decision of visiting Thai cuisine restaurants by 94.10 percent. The results of this research can lead to the development of guidelines for news content, communication channels, marketing strategies, operation, and management in order to reach the target consumers. 
      PubDate: 2021-12-21
      Issue No: Vol. 20, No. 2 (2021)
  • From High-Touch to High-Tech: Innovation for Hotel Industry after COVID
           -19 Pandemic Era

    • Authors: Chanin Phumbandit
      Pages: 173 - 184
      Abstract: The global situation of the corona virus (COVID-19) pandemic has had a profound impact on the society and economy of people's daily lives, especially for travel. Health risk is the main concern when most tourists have visited destinations or hospitality properties. Hotels are no longer the vacation spots people feel comfortable anymore, so they should be focusing on adopting advanced technological innovations to transform their traditional “high-touch and low-tech” service experiences into “low-touch and high-tech” service experiences. These innovations create a new service experience and can create satisfaction for the tourists. Most past studies found that hotel innovations during the pandemic are related to health protection, especially advanced cleaning innovation and technology innovation for reducing guest interaction with employees. The objective in this article is to review the positive impacts of adopting the aforesaid innovations to help further drive the economy in hotel industry.
      PubDate: 2021-12-21
      Issue No: Vol. 20, No. 2 (2021)
School of Mathematical and Computer Sciences
Heriot-Watt University
Edinburgh, EH14 4AS, UK
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