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Dusit Thani College Journal
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ISSN (Online) 1906-070X
Published by Dusit Thani College Homepage  [1 journal]
  • STUDYING OF A MASSAGE SERVICE MODEL FOR THE ELDERLY IN COMMUNITY HEALTH
           SERVICE CENTER 8 BOONRAWD RUNGROONG, BANA DISTRICT, BANGKOK

    • Authors: Jutarat Piriyabenjawat
      Pages: 1 - 17
      Abstract: This research aimed to study the behavior of health massage service in the health care of the elderly. In the community, health service centers 8 Boonrawd Rung, Bangna District, Bangkok, and to present a form of health massage service in the elderly health care for spa business, this research was utilized the mix method to collect the data, in terms of qualitative approach an informal interview with a focus interview. Using a semi-structured interview (Semi-structure Interview) by focusing on the study of 40 elderly in the community of Public Health Center 8 Boonrawd Roong, Bang Na, Bangkok. While the quantitative approach was employed the Descriptive Statistics, i.e. frequency and percentage used for analyzing the basic data of the sample. And information about health decision-making behavior and The Reference Statistics, such as Chi-square, were used to analyze the relationship between the baseline data of the sample and data on the behavior of health massage services in the health care of the elderly in the community, Public Health Center 8 Boonrod Rung Ruang, Bangna District, Bangkok. The research found that 37 of the respondents between 76-80 years old. They almost female and they all get married. They are housewife/househusband and having Monthly income less than 5,000 baht, their education level is lower than primary school. Almost of them might choose Full-body massage by reasons of the most relaxation we got. The people who were most important to choosing a massage parlor found that most of the respondents had friends, who were the number one most important to choosing a massage parlor. When choosing a massage service, most respondents were unable to specify a massage service period. Depending on convenience. People who went to a massage, found that the majority of people used a massage alone. The frequency of using the massage service was found that most of them used less than 1 massage / month and most were satisfied with the price of 100-200 baht massage per time, and most of them experienced pain and pain which is important to choose. Most massages and most of them agree that massage is the number one effect on relaxation/ comfort.
      PubDate: 2021-12-30
      Issue No: Vol. 15, No. 3 (2021)
       
  • FACTORS AFFECTING BEHAVIOR OF FEMALE SPORT TOURISTS PARTICIPATING IN THE
           MARATHON IN CHONBURI PROVINCE

    • Authors: Panicha Jirasanyansakul
      Pages: 18 - 33
      Abstract: The aim of this research study is two-fold: 1) investigating female sport tourists’ behavior, and 2) exploring the factors affecting behavior of female sport tourists participating in the marathon in Chonburi province. The quantitative method was employed, and data were collected via questionnaires which the value of reliability was .908.  The samples of this study were 400 female sport tourists attending the marathon events in Chonburi province. Descriptive statistics were used to describe tourists’ behavior.  Additionally, the data were analyzed by the use of Exploratory Factor Analysis (EFA) to extract the factors.  The results showed that female sport tourists experienced participating in the marathon 1-3 times with 3-5 people of their families, relatives, or acquaintances. They were staying 2-3 days and their expenses were approximately 3,001-5,000 baht.   Importantly, the results revealed that there were four primarily factors affecting female sport tourists’ behavior: 1) Infrastructure and facilities, 2) Competition and service standard, 3) Environmental management of the area, and 4) Marathon image. The factor loading values were 17.838, 17.719, 12.152, and 1.432 respectively. The four-factor structure accounted for 59.142% of the whole variance. This study has shed light on how to support sports events tourism development among female sport tourists.
      PubDate: 2021-12-30
      Issue No: Vol. 15, No. 3 (2021)
       
  • THE INFLUENCE OF DIGITAL MARKETING COMMUNICATION, EXPERIENTIAL
           RELATIONSHIP STRATEGY, AND MARKETING INFLUENCERS TOWARDS THE CUSTOMER’S
           SERVICE USAGE DECISION OF COFFEE SHOPS IN BANGKOK

    • Authors: Thanyanun Sukpol, Watit Intuluck
      Pages: 34 - 54
      Abstract: This research aims to study the factors influencing the decision to use the coffee shop service in Bangkok by demographic aspects, digital marketing communications, experiential marketing strategy and marketing influencers towards the decision to use a coffee shop in Bangkok. A total of 220 participants living in Bangkok were randomly selected from the population. This is a quantitative research which uses a developed questionnaire as a mean for a data collection. Then data were analyzed by using the statistical software program for the t-test difference analysis method, one-way ANOVA and multiple regression analysis were used to prove the proposed hypotheses. The results of the research were found that the samples with different ages, occupations, and hobbies had different decisions to use a coffee shop with statical significance at 0.05. In addition, the results of hypothesis testing were found that digital marketing, experiential marketing, and marketing influencer can be explained the decision of using the coffee shops in Bangkok at 64.0 percentage (R2=0.640)
      PubDate: 2021-12-30
      Issue No: Vol. 15, No. 3 (2021)
       
  • Guidelines for Logistics Management of Tourism Secondary Cities in Lower
           Central Region

    • Authors: Chairit Thongrawd
      Pages: 55 - 69
      Abstract: This research utilises a mixed methodology of quanitative and qualitative methods, with objectives of studying the behaviors satisfactory behaviors of secondary cities in Lower Central Region in lower central region. And to studying the potential of the tourism logistics system of tourism secondary cities in Lower Central Region in lower central region. The sample group included 400 tourists. Quantitative data collecting tool was a questionnaire while qualitative data collecting tool was an interviewing guidebook. Statistics used for quantitative analysis were Frequency, Percentage, Mean, Standard Deviation, t-test, and One-way ANOVA; while qualitative analysis used Content Analysis.  The research results found that, during last year, most tourists had traveled to lower central region namely Rajburi and Suphanburi. The reasons for tourists who traveled to tourism secondary cities were convenience of traveling, not far from Bangkok, and preference to see historical and religious sights. In the future, they would come to tourism secondary cities again and would invite others to visit tourism secondary cities also. The trips should be within one day. Tourists who visited Rajburi and Suphanburi were satisfied at the highest level ( 54.0% and 70.0% in that order). The potential of touring logistic system in Rajburi province, on overall, was at a high level. Considering the 6 factors, it was found that, 5 potential factors were at a high level. While convenience of services was rated at a medium level. On the other hand, the potential of the touring logistic system in Suphanburi province, on overall and individual aspects were all at a high level, i.e. touring attraction, financial flow, touring resorts access, information technology movement, convenience of services, and physical flow, respectively
      PubDate: 2021-12-30
      Issue No: Vol. 15, No. 3 (2021)
       
  • STUDY OF STEAKHOUSE CUSTOMER INSIGHT FOR CUSTOMER EXPERIENCES DESIGN BY
           DESIGN THINKING PROCESS

    • Authors: Tust Tansatien, Rangsan Kiatpanont
      Pages: 70 - 87
      Abstract: This qualitative research aimed to explore customer insight of steak lovers. By following the design thinking process, it was conducted an in-depth interview with twenty customers who love steak and always visit steakhouse restaurant. Researcher also present customers with several steakhouse designs to empathize with their opinion regarding those designs.           Results of the study revealed that the beginning of beef lovers started from their first impression of beef. Finding a steakhouse restaurant, they like to search information of steak houses by using online platforms including Facebook, Google, YouTube, Wongnai, Pantip as well as food delivery application such as Grab, Lineman and Food panda. They considered restaurants' content from social media, influencers' opinion, reasonable price and easily accessible location as important factors to choose a restaurant.           Moreover, by presenting several steakhouse designs (MVP), they tend to love the exterior design that makes them chill out as well as have a unique identity. The distinctive expression of cowboy-style western and cow’s signage also enhances the store's recognition for customers. Next, they favor the high-ceiling interior design to make them feel airy. The warm light with the proper level of interior illumination is also concerned. Well-designed counter bar and indoor plant decoration are also helpful for making restaurants more attractive. In addition, the restaurant menu is similarly crucial. For examples, food pictures inside the menu should be clearly illustrated, and inside information should be easy to understand and be informative enough for deciding. Lastly, the cooked meat itself must be soft and juicy with the right cooking level. The dish decoration should demonstrate the restaurant's attention to deliver the best meal to their customers.
      PubDate: 2021-12-30
      Issue No: Vol. 15, No. 3 (2021)
       
  • DESSERTS IN THE VERSE OF FOOD AND DESSERT BY KING RAMA II (BOAT POEM)
           AMONG THAI TEENAGERS IN BANGKOK

    • Authors: Siraphat Vongsinsirikul, Wilasinee Yonwikai
      Pages: 88 - 101
      Abstract: The objective of this thesis was to investigate (1) Differences between factors affecting Thai teenagers’ intention of consuming Thai desserts from a famous Thai poem “Verse of Food and Dessert” (2) Factors influencing the intention to consume Thai desserts from “Verse of Food and Dessert” poem among Thai teenagers. This study uses a quantitative approach with a total of 400 samples and purposive sampling method was used for participant selection. The targeted participants are Thai teenagers who is between 14 and 21 years old in Bangkok, Thailand. Descriptive statistic, T-test, f-test and Multiple regression were used to analyze the data. The result discovered that (1) Gender have an influence that affect the intention of consuming Thai dessert from the poem “Verse of Food and Dessert” with statistically significant difference at 0.05. While Age, Education level, Income and Influencers affect the intention of consuming Thai dessert from the poem “Verse of Food and Dessert” with statistically significant difference at p<0.001. However, the attitudes regarding Thai dessert consumption from the “Verse of Food and Dessert” poem were differed by Age, Education level, Income and Influencers with statistically significant difference at 0.05. The personal factor in Age, Education level, Income and different expenses along with marketing mix product, prices, channel of distribution and promotion had a statistically significant influence towards consumption intention of Thai desserts from the “Verse of Food and Dessert” poem at p<0.001. Attitude, marketing mix product, channel of distribution and promotion all had a statistically significant effect on the intention of Thai teenagers in Bangkok to consume Thai desserts from the poem “Verse of Food and Dessert” at p<0.001
      PubDate: 2021-12-30
      Issue No: Vol. 15, No. 3 (2021)
       
  • NOSTALGIA TOURISM FACTORS AFFECTING ON THAILAND REVISIT INTENTION OF THAI
           EXPATRIATES DURING COVID-19 PANDEMIC

    • Authors: Thareethip Taki
      Pages: 102 - 115
      Abstract: Thai expatriates were defined as ones from other countries visiting Thailand and spending foreign currency for tourism. Their potentials were as much as other foreign tourists but much more ally to Thailand. This research aimed to study the group of Thai expatriates, and applied with nostalgia tourism.  The objectives of this research were to study 1) the demographic of Thai expatriates and 2) the factors of nostalgia tourism affecting Thailand revisiting intention. The study was quantitative research with 400 questionnaires employed. Findings found that most respondents were married female, aged between 41-50 year-old, had bachelor degree, self-employed and earning between 150,000-300,000 baht per month. For the importance of all 3 nostalgia tourism factors influencing Thailand revisiting intention, the overall opinions were at highest level. Personal Identity, Socialization, and Authenticity were both highest level and National Identity was high. Hypothesis test results found that Thai expatriates’ nostalgia tourism factors were correlated with their Thailand revisiting intention with statistical significance at 0.05 level. The research results could be supported to tourism business and stakeholders in order to develop tourism regarding travel motivation and nostalgia tourism which could be supplied to the needs of Thai expatriates in the future.
      PubDate: 2021-12-30
      Issue No: Vol. 15, No. 3 (2021)
       
  • DRAGON FRUIT PEELS LEATHER MIXED PLUM POWDER PRODUCTS

    • Authors: Chanirat Phungbunhan, Karun Phungbunhan, Thanet Ruangdech
      Pages: 116 - 130
      Abstract: This research aims to study the amount of plum powder suitable for the quality of dragon fruit peels leather mixed plum powder products, to study the nutritional value of dragon fruit peels leather mixed plum powder products and study consumer acceptance. By studying the amount of plum powder with 4 different levels: 0 percent (control formula), 1, 2, and 3 percent by weight of all ingredient, and then studying consumer acceptance. Study physical and chemical properties including color values (L* a* and b*), toughness  Stickiness, Water Activity (Aw) and pH study nutritional values include moisture, ash, protein, fat, fiber, carbohydrates and calories. The results showed that the amount of plum powder used in the dragon fruit peels leather mixed plum powder products. Affects consumer acceptance, effects on physical and chemical properties and nutritional value of dragon fruit peels leather mixed plum powder products. When there is a larger amount of plum powder, the color values (L* and b*), toughness and stickiness are reduced, while the color values (a*) and pH are statistically significantly increased (p <0.05) and have a nutritional value of moisture, ash, protein, fat, fiber, carbohydrates and calories to 29.22, 11.76, 3.07, 0.14, 3.79 and 81.22 grams per 100 grams and calories 338.42 kcal. The moisture content, ash, protein, fat and fiber of dragon fruit peels leather mixed plum powder products increased statistically significantly. However the total amount of carbohydrates and calories decreased, according to the study, and consumers accepted the dragon fruit peels leather mixed plum powder products with the highest amount of plum powder at 3 percent. There is a moderate to very like acceptance score in all features.
      PubDate: 2021-12-30
      Issue No: Vol. 15, No. 3 (2021)
       
  • MARKETING MIX FACTORS (7PS) AFFECTING DECISION BY OFFICE WORKERS FOR
           CHOOSING HEALTH ESTABLISHMENT TO RELIEVE OFFICE SYNDROME

    • Authors: Rungrawee Saibut, Wilasinee Yonwikai
      Pages: 131 - 148
      Abstract: The purposes of this research were: 1) to study how demographic factors affect the decision to use a health establishment 2) to study how demographic factors affect opinions on marketing mix factors of health establishments, and 3) to study how the marketing mix factors affect the decision to use the service to relieve office syndrome. The sample group for this research comprises 450 people of working age (20-59 years) in the Bangkok area, randomly sampled from 37 licensed health establishments across the 6 administrative zones of Bangkok. The questionnaire was used as a tool for data collection. The data were analysed by descriptive statistics for frequency, percentage, mean and standard deviation. The hypotheses were tested by Independent t-test, One-way ANOVA and Multiple Regression Analysis. The results of the hypothesis testing revealed that: 1) the demographic factors affecting the decision were career and income level while sex, age, and level of education might have had an influence, but it was not statistically significant. 2) the demographic factors affecting opinions on marketing mix factors were age, level of education and career 3) the marketing mix factors affecting the decision of 62% of office workers were product, price, promotion, and process, whereas place, people and physical evidence were not significant factors in the decision.
      PubDate: 2021-12-30
      Issue No: Vol. 15, No. 3 (2021)
       
  • THE COMPARATIVE ADVERTISING EFFECTIVENESS BETWEEN FACEBOOK ADS AND GOOGLE
           ADS TOWARDS GENERATIVE SALES LEADS CREATION OF PRIVATE STAR WHOLESALE
           CLOTHING STORES AT PRATUNAM UNDER COVID-19 PANDEMIC

    • Authors: Krittin Teachamongkalapiwat, Patama Satawedin
      Pages: 149 - 165
      Abstract: This research objectives were to study the impacts on the wholesale clothing business at Pratunam under Covid-19 Pandemic and also to study the effectiveness between Facebook Ads and Google Ads towards generative sales leads creation of wholesalers at Pratunam area.        The data of Facebook Ads and Google Ads were collected from Facebook pages and websites of Private Star stores. The first phase collected sales data of entrepreneurs during COVID-19 between March-April 2020 and March-April 2021 through offline and online channels. The second phase collected data on Facebook Ads and Google Ads by comparing all four campaigns on each platform on the same budget from March 25, 2021 to April 30, 2021 for a total of 28 days.     The results of this experimental-based research showed that the most effective advertising platform that created the highest sales was Facebook ads which can generate sales 5 times more than Google Ads at the same budget and the same time. As for the impact of COVID-19, the offline channels had a significant impact on creating the product sale due to the lockdown in 2020. Meanwhile, Facebook was the most affected online channel because the outbreak in the third wave affected consumer spending’s. This research will benefit wholesale business operators in using digital marketing tools to adapt during Covid-19 pandemic.
      PubDate: 2021-12-30
      Issue No: Vol. 15, No. 3 (2021)
       
  • PRODUCT DEVELOPMENT OF TRADITIONAL SOUTHERN THAI SNACKS (KANOM KRUP)

    • Authors: Chalida Lueamsaisuk, Supannikar Sribuathong, Chollada Lueamsaisuk
      Pages: 166 - 182
      Abstract: This research aims to improve and develop the quality of traditional Southern Thai snacks (Kanom Krup) by means of quality and quantity research method. The context of these snacks and the problems of manufacturing were studied. The research findings were important factors to take into account in improving such as the development of manufacturing, the taste and the shelf-life of this product. Therefore, the developing and creating innovative products based on traditional wisdom were also studied. The traditional method by spreading under the Sun and frying in a pan was changed to new method by using a hot air oven at 60oC for 165 minutes and then deep-frying at 180oC for 3 minutes. After drying, the moisture content was 10.89±0.49 and the water activity value was 0.44±0.03. After frying, the final moisture content of this product was 0.16±0.01, the hardness was 379.33±133.62 and the fracturability was 35.00±7.00. The development focused on the taste of the snacks. In terms of sensory evaluation, it was found that the scoring of Tom Yum, Pad Thai, holy basil, garlic and pepper, and ginger flavor was mostly between 6-7. The shelf life of these traditional snacks is more than 14 days.  
      PubDate: 2021-12-30
      Issue No: Vol. 15, No. 3 (2021)
       
  • CONSUMER’S EXPECTATION TOWARDS SERVICE QUALITY FROM AGED SERVICE
           PROVIDER AND ATTITUDE IN KNOWLEDGE, PERCEPTION AND BEHAVIOR AFFECT
           CONSUMER’S DECISION IN BANGKOK, THAILAND

    • Authors: Kultidar Sorndatch, Pornprom Suthatorn
      Pages: 183 - 198
      Abstract: This research examines the following factors that affect the consumer’s decision toward the hospitality business that hired aged service providers in Bangkok, Thailand (1) consumer’s demographic profile (2) expectation of service quality (3) consumer’s attitude. The author administered a questionnaire survey to 400 participants from the selected group that had never experienced or receive the service from aged service providers in Bangkok, a descriptive statistic and multiple regression was used to analyze the data. The results discovered (1) demographic profile in gender, age, social status, degree, occupation, rate of income, types of services and influencer all had no influence in consumer’s decision to use the service from aged service providers in Bangkok with statistically significant difference at 0.05 (2) the consumer’s expectation that received a service from aged service provider in terms of physical, reliability, responsiveness, trust, emotional tangibility had an impact towards consumer’s decision in receiving services from an aged service provider in Bangkok (3) while the attitude and behavior have shown a positive results, however knowledge revealed to be negative with the consumer’s decision to receive services from aged service providers in Bangkok.
      PubDate: 2021-12-30
      Issue No: Vol. 15, No. 3 (2021)
       
  • TOURIST BEHAVIOR ON THE NEW NORMALITY IN MAHA SARAKHAM PROVINCE

    • Authors: Chaithawat Siribowonphitak, Anucha Lavong
      Pages: 199 - 211
      Abstract: The purpose of this research was 1) to study the current tourism situation of Maha Sarakham Province. And 2) to study tourists’ behavior on the new normality in Maha Sarakham Province. The research period was from March 2020 to January 2021 with a sample of 400 people involved in tourism in Maha Sarakham Province. Stratified Random Sampling was used. The data were analyzed by using descriptive statistics. Most tourists have a travel purpose. 73.9% of travel/visits, frequent travel per month, 67.4%, traveling alone 18.0%, number of traveling companions, 27.6% having the type of vehicle that you use to travel Private car, 64.7 percent, travel time less than 1 day, travel expenses 1,000 baht or less than 42.9 percent. What media do tourists know about the tourist attractions in this province' Internet/website / social networks such as Facebook, Line, etc. 40.4% for travel behavior on the new normal of tourism in Maha Sarakham Province, concluded that most tourists have opinions of tourists on Maha Sarakham Province Guide Tourists plan  to travel to natural sites in the future. The highest level ( x̄ = 4.98) followed by taking into account cleanliness. The highest level ( x̄ = 4.81) and the least comment level was the need to travel to the festival area. at a low level ( x̄ = 2.20)
      PubDate: 2021-12-30
      Issue No: Vol. 15, No. 3 (2021)
       
  • PHYSICAL EVIDENCE NEEDS OF THAI TOURISTS IN SELECTING RESORT SERVICE IN
           KRASAE SIN DISTRICT, SONGKHLA PROVINCE

    • Authors: Panisara Kongkaew, Natnaree Smith
      Pages: 212 - 227
      Abstract: The purpose of this research was 1) to study tourists' general information in selecting resort services in Krasae Sin District, Songkhla Province. 2) to study tourists' behavior in selecting resort services in Krasae Sin District, Songkhla Province and 3) to study the physical evidence needs of Thai tourists in selecting resort services in Krasae Sin District, Songkhla Province. The research instruments in this study were a survey questionnaire of 420 Thai tourists. The data was analyzed by frequency distribution, percentage, and standard deviation. The results of the research revealed that the majority of Thai tourists were single females aged between 21 and 30 years, with bachelor’s degrees and an average monthly income of less than or equal to 15,000 baht. The majority of Thai tourists' behavior in selecting was for tourism and leisure purposes, 95.2%. They found out about the resort's information from friend recommendations or reviews on social media (Facebook, Instagram, YouTube, etc.). 83.8% Tourists often book a room via mobile phone applications and the resort website, 43.8%. Most of them were travelling by private car, 77.9%, with their family, 46.0%. The Thai tourists mostly stayed at the resorts between February and May (summer), 52.6%. The average length of stay was 2 days, 52.1%. The average resort stay frequency was 2-3 times per year, 54.8%. Three-star resorts, 40.5% with standard room accommodations averaging 1,001-2,000 Baht per night, were the most popular choice. 52.4%. The most popular activity during the stay was sightseeing and tourist attractions around the resort areas, up 55.2%. The majority of Thai tourists need physical evidence in selected resort services in Krasae Sin District, Songkhla Province, where layout and ambience are dominant.
      PubDate: 2021-12-30
      Issue No: Vol. 15, No. 3 (2021)
       
  • ANALYSIS OF THE CUSTOMER PERCEIVED VALUE OF CAFÉ ON NIMMANHAEMIN ROAD
           IN CHIANGMAI PROVINCE

    • Authors: Wongjun Pairoj
      Pages: 228 - 244
      Abstract: The objective of this research was to analyze the customer perceived value of café on Nimmanhaemin road in Chiangmai province. This is a quantitative research which collected data from 400 customers of café on Nimmanhaemin road in Chiangmai province by using questionnaire. The data were analyzed by descriptive statistics and Confirmatory Factor Analysis (CFA). The result of this research revealed that there are 4 main factors: perceived price value, perceived emotional value, perceived functional value and perceived social value which were consistent empirical data: 2 = 1.81, df = 1, p = 0.18 , 2/ df = 1.81 GFI = 0.99, CFI = 0.99, AGFI = 0.97, NFI = 0.99, IFI = 0.99, RMSEA = 0.04, and RMR = 0.00, the weight of each factor was between 0.51-0.93
      PubDate: 2021-12-30
      Issue No: Vol. 15, No. 3 (2021)
       
  • A COMPARISON OF THE USE OF ENGLISH SKILLS IN PERFORMING TASKS OF HOTEL
           EMPLOYEES

    • Authors: Thanatchapohn Silaked
      Pages: 245 - 256
      Abstract: This study aims to 1) study the use of English in performing tasks of hotel employees, and 2) compare the use of English in performing tasks of hotel employees.  The sample group of this study was 250 hotel employees in Thailand. The research instrument used in this research was collecting data from the sample group by using a simple random sampling method. The data were analyzed by using descriptive statistics. The results of the study the use of English in performing tasks of hotel employees, showed that English qualification is necessary in workplace (x̄ =4.06) which the conversation skills are considered the most necessary qualification (x̄ =4.44), followed by the telephoning (x̄ =4.24), and the business letter (x̄ =4.18) respectively. When compared the opportunity to use English in performing tasks among English major and non-English major graduates, the findings revealed that there was no significant difference in using English to perform tasks that were not related to conversation skills. Whereas the opportunity in performing communicative tasks that involves listening and speaking skills of English major and non-English major graduates was different with the statistical significance at the level of 0.05.
      PubDate: 2021-12-30
      Issue No: Vol. 15, No. 3 (2021)
       
  • USERS’ SATISFACTION IN PILOT TESTING OF THE EDUCATION INNOVATION (ONLINE
           LEARNING MEDIA) FOR STUDENTS IN MASTER OF BUSINESS ADMINISTRATION, DUSIT
           THANI COLLEGE

    • Authors: Suphicha Booranavitayaporn
      Pages: 257 - 273
      Abstract: This research was aimed to study the pilot testers’ opinion and satisfaction in the online learning media for students in Master of Business Administration, Dusit Thani College following the education innovation concept in 5 aspects, consisting of 1) the efficiency, the effectiveness, the quality, and the appeal of the online learning media 2) the satisfaction on the online learning media 3) the factors that significantly influence the satisfaction in online learning media and 4)the problems faced during the pilot-testing and the suggestions which can be used to develop the future online learning media. This study was a mixed method research. For the quantitative research, online questionnaires were conducted from 46 pilot testers. Descriptive Statistics were used in the analysis. The hypotheses were tested using Independent T-Test, One-way ANOVA and Multiple Regression Analysis. For the qualitative research, in-depth interviews were conducted. The key informants were 5 academic experts and 10 MBA students.       Results of the study showed that the pilot testers agreed at the high level on the efficiency, the effectiveness, the quality, the appeal and the overall satisfaction on the online learning media. Different gender and age of the pilot testers showed no significant difference in the overall satisfaction on the online learning media at P-value 0.05. Efficiency and appeal of the online learning media significantly influenced the pilot testers’ overall satisfaction on the online learning media at P-value 0.05.      From in-depth interview, the pilot testers were satisfied with the comprehensiveness  and the length of the content. They were able to learn anywhere and review the content for many times. There was no report about any technical problems occurred. For the suggestions, the result showed that the online learning media should be more appealing.
      PubDate: 2021-12-30
      Issue No: Vol. 15, No. 3 (2021)
       
  • STUDY OF IMAGE DESIGN CONCEPT FOR MODERN THAI IMMUNIZATION CUISINE IN NEW
           NORMAL LIFESTYLE

    • Authors: Peeraphan Latthitham, Aran Wanichakorn, Naddawadee Boonyadacho
      Pages: 274 - 289
      Abstract: This research is concerned with study of image design concept for modern Thai immunization cuisine in New normal era has the following aims: (1) to study the properties of Thai herbs as an ingredient in Thai immunization cuisine; (2) to design images of modern Thai immunization cuisine to harmonize with the New Normal lifestyle by research papers and interviews with specialists, and to analyze and synthesize knowledge and develop new products and evaluated by specialists. The results were divided into two sections: Section One was the knowledge and the principles of Thai immunization cuisine, which was divided into three principles: cleanliness or maintaining hygiene and cleaning standards, freshness or using fresh and using quality ingredients; and herbs or using Thai herbs in the food and on the menu. Section Two was product development by applying the principles of Thai immunization cuisine concept.
      PubDate: 2021-12-30
      Issue No: Vol. 15, No. 3 (2021)
       
  • MARKETING COMMUNICATION FACTORS INFLUENCING BUYING DECISION OF HONDA CIVIC
           HATCHBACK MODEL

    • Authors: Porapon Chuenputhi , Surang Hensawang
      Pages: 290 - 302
      Abstract: This study is the study of the marketing communication factors affecting the purchase decision of the Honda Civic Hatchback. 1) To study the behavior of consumers in purchasing a Honda Civic Hatchback 2.To study the factors of marketing communication in the decision to buy a Honda Civic Hatchback 3. To study the factors of marketing communication in the decision to buy a Honda Civic Hatchback classified by personal factors Methods of this study It is a descriptive study. Using a survey method using 385 questionnaires to analyze the data using descriptive statistics. with frequency, percentage, mean, standard deviation and inferential statistics using t-test, F- test and LSD at a statistically significant level of 0.05. The results of the study on personal factors found that most of the sample were female, aged 36-45 years, single status, bachelor's degree. Occupation of a private company employee the average monthly income is less than 20,000 baht. Consumer behavior study found that what impressed me from using the Honda Civic Hatchback is its beautiful, modern shape. The reason for considering buying the Honda Civic Hatchback is the identity of the car that expresses who you are. The purpose of buying a Honda Civic hatchback is to use for work. The focus on the Honda Civic Hatchback service center component is that the service center is close to the accommodation and easily accessible the person influencing the decision to purchase a Honda Civic Hatchback is himself and will recommend others to use the Honda Civic Hatchback. The importance of marketing communication factors influencing the purchase decision of the Honda Civic Hatchback found that the importance of marketing communication factors as a whole in a very important level with an average value of 3.74 and when considering each aspect, it was found that the sample group gave the highest importance to marketing communication factors in Personal Selling, followed by Sales Promotion, Public Relations, Direct Marketing and Advertising, respectively.
      PubDate: 2021-12-30
      Issue No: Vol. 15, No. 3 (2021)
       
  • DEVELOPMENT OF TOURISM ACTIVITY AND MARKETING COMMUNICATION OF PERFORMING
           ARTS AND MARTIAL ARTS TO BE EXPERIENTIAL TOURISM

    • Authors: Methawee Chamnian, Korrakot Chamnian, Thatsanawadi Kaewsanit, Natthawut Suwantip, Mathee Kaewsanit
      Pages: 303 - 316
      Abstract: In each region and each locality of Thailand has arts and culture that is unique which depends on the context, spatial environment and history. People in each locality accumulate wisdom, including ideas, belief, wisdom, tradition, culture, objects, products, etc. The unique characteristic of each locality can be developed and communicated for tourists to experience. The authors present the performing arts and martial arts as case studies to develop as tourism activity and use marketing communication as experience tourism. To develop tourism activity should come from the identity of that community, either existing activity or newly created activity. For using marketing communication with tourists, the community should communicate the story of arts and culture that can create experience or benefit for tourists. They will receive from learning through tourism activities and including links to local attractions through using various marketing communication tools to support altogether; in particularly online marketing communication tool.
      PubDate: 2021-12-30
      Issue No: Vol. 15, No. 3 (2021)
       
 
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