Authors:Nichakorn Chaiwisit, Amaraporn Surakarn, Chaiyut Kleebbua Pages: 122 - 137 Abstract: The objective of this research are to study the causal relationship of Authentic Leadership on employee performance in logistics company with Positive Psychological Capital as a mediator. This study used a causal research methodology and Collecting data from online questionnaires. The sampling were 170 full-time employees of a logistics company and analyzing by use Structural Equation Modeling (SEM). The results showed that the causal effect model was in accord with the empirical data ð‘¥2= 38.20, df = 31, ð‘¥2/df = 1.23, P-Value = 0.18, RMSEA = 0.04, CFI = 1.00, TLI = 0.99, SRMR = 0.03 and all of the variables in the model explained 29 percent of performance variance. It was also found that Authentic Leadership had a significant total effect on employee performance (b=0.44, p<0.05). Authentic Leadership had a positive significant direct effect on employee performance (b=0.34, p< 0.05) and Authentic Leadership had a significant indirect effect on employee performance through Positive Psychological Capital (b=0.10, p<0.05). The indirect effects showed that Authentic Leadership had a positive and significant effect on the Positive Psychological Capital of the employees (b=0.33, p<0.05) and Positive Psychological Capital had a positive significant effect on employee performance (b=0.31, p<0.05). The results showed the importance of the Authentic Leadership of supervisors and the Positive Psychological Capital of the employees in terms of performance. The results of this research will help to improve Authentic Leadership and Positive psychological capital of logistics company employees and can enhance employee performance. PubDate: 2023-01-06 Issue No:Vol. 16, No. 3 (2023)
Authors:Yatipakorn Terapatponchai, Pongsak Songpranam, Chanida Bupata Pages: 1 - 16 Abstract: The objective of this research was to develop a clear salad dressing mixed with the Yanang leaves juice. Three standard formulas for clear salad dressing recipes were formulated and the sensory test was performed in order to select for the best acceptance. The Yanang leaves juice was added to the selected formula of clear salad dressing for the ratio of 15, 20, and 25%. Sensory tests were performed to determine product acceptance. The microbiological quality of the salad dressing mixed with Yanang leaves juice was assessed for the shelf-life indicator. The results showed that the standard formula of salad dressing code 937 (25%) was the most accepted. The average acceptance scores were 6. 60, 6.40, 6. 86, 6. 36, and 7.02 for color, aroma, taste, texture, and overall liking, respectively. The ratio of Yanang leaves juice to clear salad dressing with the highest acceptance score was 25% with the sensory score of 7.28, 7.26, 7.44, 7.04, and 7.76 for color, aroma, taste, texture, and overall liking, respectively. The microbiology test was found to be within the safety range of the standard. PubDate: 2022-12-31 Issue No:Vol. 16, No. 3 (2022)
Authors:Chaiyasit Punfujinda Pages: 17 - 34 Abstract: The research study aimed to develop standard Thai dessert recipes made from sago palm flour by applying sago palm flour from Phatthalung Province and developing ingredients for seven Thai dessert recipes. The seven desserts were derived from the consumer survey in developing Thai dessert recipes from sago palm flour. Thirty participants including instructors and students in Food and Nutrition major, were asked to complete a 5-point-rating scale questionnaire to evaluate the seven recipes based on the following seven criteria: serving size, characteristics of desserts, color, odor, taste, texture and overall satisfaction. The results revealed the 7 recipes of Thai desserts from sago palm flour had the highest level of overall satisfaction. Then, the standard recipes were carried out and publicized to customers who buy sago palm flour and individuals who might be interested in it. Lastly, the satisfaction levels of the users of the Thai dessert standard recipes from sago palm flour were evaluated. The results showed all eight aspects received the highest levels of overall satisfaction. In addition, the questionnaire respondents reported that they benefited from the recipes the most, accounting for 66%, PubDate: 2022-12-30 Issue No:Vol. 16, No. 3 (2022)
Authors:Onuma Natseeta, Jirasak Achariyayos, Tritsana Sorat Pages: 35 - 56 Abstract: This study aims to explore the local cultural capital that is available in terms of savory food ingredients and preparation, as well as propose a guideline for the conservation of food preparation methods. The study is qualitative research; the main informants were 20 people who have lived in Baan Khi Lek Yai, Nong Phan Tha subdistrict, So Phisai district, Bueng Kan province for at least 10 years. The data were collected by structured interviews. Then, the data were analyzed by using content analysis and percentages. The result reveals that the most eaten savory foods are Kaeng Pla (fish soup 100%), Kaeng No Mai (bamboo shoot soup 85%), Pla Ra Bong (spicy pickled fish 70%), Ping Pla or Pla Yang (grilled fish 65), and Pon Pla (pounded fish 50%). The cultural capital in terms of savory food preparation methods includes boiling, pounding, steaming, cooking in coals, mincing, grilling, stewing with less water, and scalding. As for the conservation guideline, farming, livestock farming, ingredients, and cooking methods should be transmitted to new generations, emphasizing the role of grandparents and parents. A cookbook and food preparation knowledge, as local wisdom, should be supported, as well as implement this local wisdom in primary and secondary school programs. PubDate: 2022-12-31 Issue No:Vol. 16, No. 3 (2022)
Authors:Chatmongkol Jantrathip, Chawalee Na Thalang, Suthinan Pomsuwan Pages: 57 - 74 Abstract: This research study has the objectives of 1) to study the characteristics of demographic data tourist behavior marketing mix and efficiency of online marketing in Phuket 2) to analyze the relationship between Demographic characteristics and behavior of tourists in the smart tourism city of Phuket 3) to analyze the difference between demographic characteristics and marketing mix (7P's) in tourist attractions in Phuket and 4) to analyze differences between Demographic Characteristics and Online Tourism Marketing (4C's) of Tourist Attractions in Phuket is a quantitative research Use the questionnaire as a tool Collected data from 400 tourists traveling in Phuket. Data were analyzed with statistical software packages. and test the hypothesis by chi-square statistics, T-test and F-test. The results showed that Most of the personal data of the tourists are female, aged between 18-24 years old, bachelor's degree, Occupation Student/student, single, earning no more than 15,000 baht and domiciled in the central region. The tourism behavior of tourists in Phuket. There is a nature of traveling with family to relax, receive news information through online channels, Facebook by interested in viewing reviews of places that focus on posting photos as for online activities, it will be searching for information such as tourist attractions, accommodation, restaurants, etc. On the marketing mix, tourists pay attention to the products, marketing channel and physical characteristics of tourist attractions and factors in online marketing, tourists give their opinions on how to respond to the needs of consumers and convenience in traveling. PubDate: 2022-12-31 Issue No:Vol. 16, No. 3 (2022)
Authors:Purimprat Songsri, Paithoon Monpanthong Pages: 75 - 88 Abstract: This research aimed to study factors affecting the participation needs in community-based tourism management of Ban Nam Rab community, Kantang district, Trang province. The sample consisted of 146 people in Ban Nam Rab community, Kantang district, Trang province. The research instrument was a 5-level rating scale questionnaire with the reliability of 0.98, the level of content validity was between 0.67-1.00. The statistic employed for data analysis was multiple regression analysis, statistical significance level targeted at 0.01. It was found that, factors affecting the participation needs in community-based tourism management positively influenced participation needs level in community-based tourism management of Ban Nam Rab community, Kantang district, Trang province at the statistical significance level of 0.01. Moreover, the Ban Nam Rab community had a high level of factors affecting the participation needs, resulting in a higher level of participation needs in community-based tourism management of Ban Nam Rab community, Kantang district, Trang province. PubDate: 2022-12-31 Issue No:Vol. 16, No. 3 (2022)
Authors:Kulthida Wongsitikul, Chaiyut Kleebbua Pages: 89 - 105 Abstract: The objective of this research was to develop causal relationship model of Salesperson Job performance of Real estate business with job crafting as the mediator. Sampling in this study were 186 Salesperson of a Real Estate Business. A research instrument used in this study was a questionnaire, it was analysed by a structural equation modelling with Mplus program (SEM). The result showed that the calculated indices provided good model fit (ð‘¥2 = 36.58, df = 38, ð‘¥2/ df = 0.96, P-Value = 0.53, RMSEA = 0.00, CFI = 1.00, TLI = 1.00 SRMR = 0.03) All variables in the model were accounted for in the calculation of indices and they could explain Job Performance of Salesperson at 47.8%. Job demands which include of work pressure and emotional demands have a total effect with statistically significant on Job performance (b = 0.28, p <.01) and have an indirect effect with statistically significant on Job performance as a mediation of Job crafting (b = 0.35, p <.01). Job resources which include of job autonomy and feedback have a total effect with statistically significant on Job performance (b = 0.24, p <.01) and have an indirect effect with statistically significant on Job performance as a mediation of Job crafting (b = 0.34, p <.01). The results showed that Job crafting is a fully mediator that can be explained a relationship between job demands and job resources which affecting job performance. The results of this study can be applied in plaining to improve salesperson performance which will benefit the administration. PubDate: 2022-12-31 Issue No:Vol. 16, No. 3 (2022)
Authors:Natnaree Smith, Nantida Dangkhaw Pages: 106 - 121 Abstract: The objectives of this qualitative research were to study the operating conditions of food sanitation in hotels and the factors affecting the food sanitation behavior of food handlers in hotels. Twelve key informants were interviewed, including executive chefs, food and beverage managers, and supervisors in the kitchen department of five of Bangkok's five-star international chain hotels. The results of the research revealed that most food sanitation environments were conducive to working. The operation complies with food sanitation standards in hotels set by the Ministry of Public Health. Most hotels attach importance to the availability of operating areas. There were quite complete facilities for working. There were measures to select food ingredients with good quality standards. They sent raw materials and food for bacterial analysis. Most hotels had their own operating procedures that employees had to strictly adhere to. Food sanitation operations were assessed monthly, both internally and externally. If hotels or educational institutions wish to develop the capacity of food handlers, workers should be encouraged to start with a positive food sanitation attitude. Food sanitation skills should be developed by training or studying food sanitation that is consistent with the line level regularly, and hotels should have a food safety policy. Organize operational facilities for food. PubDate: 2022-12-31 Issue No:Vol. 16, No. 3 (2022)
Authors:Thanathorn Santichat, Santidhorn Pooripakdee Pages: 138 - 152 Abstract: This research article aims to (1) study the factors of marketing mix 4Es influenced on the visiting surfskate events in Thailand, and (2) to present the guidelines of marketing mix for surfskate events in Thailand. This is the qualitative research article using in-depth interview method and collect data from interviewing the related stakeholders of the surfskate events, supporting organization, trainers and surfskate players for totally 12 people. The results found that 4Es marketing mix influenced on visiting surfskate events in Thailand which are experience, exchange, everywhere and evangelism. The appropriate guidelines for surfskate events in Thailand are memorable experience, value creation, using online channels and words of mouth creation. These findings hope to be used as the guidelines for related parties to design the patterns of surfskate events and sport events in Thailand to response the needs of target tourists which can stimulate the domestic tourism and economy to be grower up in the future. PubDate: 2022-12-31 Issue No:Vol. 16, No. 3 (2022)
Authors:Tongfu Siriwongse, Pavin Chinachoti, Laksamee Thungwha Pages: 153 - 166 Abstract: The purposes of this study were: 1) to study organizational commitment, organizational climate, job satisfaction and efficiency performance in auto parts industry staffs at HI-TECH Industrial Estate Ayutthaya Province 2) to study factors affecting the efficiency performance in auto parts industry staffs and 3) The suggestions for increasing the efficiency performance for auto parts industry staffs. The population in this study were in Auto Parts Industry Staffs who work at HI-TECH Industrial Estate Ayutthaya Province. The 370 samples were selected by using simple random sampling methodology. The research instrument was a questionnaire. The data was analyzed by frequency, percentage, mean, standard deviation and multiple regression analysis for analyzing the relationship. The results of the study found that: 1) The most of the respondents were female. They had a bachelor's degree, marital status, and work experience of more than 15 years. 2) The mean score of overall opinions on the Organizational Commitment, Job satisfaction and efficiency performance was rated at the high level and Organizational Climate was rated at the moderate level and 3) Organizational commitment, Organizational Climate and Job satisfaction affecting the Efficiency Performance in Auto Parts Industry Staffs at HI-TECH Industrial Estate Ayutthaya Province. The two predictors could be combined to predict of efficiency performance in Auto Parts Industry Staffs at HI-TECH Industrial Estate Ayutthaya Province by 61.30 percent which was significant at the .05 level of statistical significant. 4) Suggestions the organization should have activities to create more organizational climate. Performance is evaluated in response to the award. Executives should promote career advancement for employees. To have the opportunity to develop themselves, including training Organizations should create activities to foster good relations among colleagues and create goals for working together. PubDate: 2022-12-31 Issue No:Vol. 16, No. 3 (2022)
Authors:Chonthicha Rungsattra Pages: 183 - 198 Abstract: This research to study 1) to compare learners' learning achievement in flipped classroom teaching through Microsoft Teams. 2) To assess the satisfaction of learners toward the inverted classroom teaching via Microsoft Teams in the Tourism and Hospitality Management Seminar Course in the first semester of the academic year 2021. This research model is mixed methods research (quantitative and qualitative). The population group is 13 students in the Department of Tourism and Hospitality Management, Year 4, Faculty of Business Administration. North - Chiang Mai University. The tools used in the research were quizzes, observational, worksheets and assessment forms. The statistics used in the data analysis were percentage, mean, and Dependent Sample t-test. Findings were as follows: 1) the findings also reflect that the teaching-learning Process of flipped classroom resulted in better scores for all students. With an average score of 9.08 standard deviation was 0.75 and when comparing the scores before and after study, it was found that the students' test scores after school were significantly higher than before at the 0.05 level. (t = 31.22, sig. = 0.000) 2) the satisfaction assessment results found that the average level of satisfaction of students for the Seminars in tourism and Hospitality management Course are at a highest level. And the satisfaction level of the students who had a learning of flipped classroom was at the highest level as well. The outstanding findings from the observations are: Students learned about Seminar in Tourism and Hospitality Management by Online meeting 3 times during the course of the content period. The researcher has assigned the work to all students. Learn how to organize a seminar thinking of activities and advantages and disadvantages of organizing all 3 Conference and together analyzing ways to solve and prevent problems As a result, students can do learning activities in the reverse classroom and in class. By bringing the results of the analysis to discuss and planning to prepare for their own seminar to prevent and control the problem to a minimum including practicing teamwork. Including from in-depth individual interviews, it was found that students had a great understanding and satisfaction with learning management in reverse classroom activities through the Microsoft Teams in New Normal Life during the COVID-19 Epidemic. PubDate: 2022-12-31 Issue No:Vol. 16, No. 3 (2022)
Authors:Kosin Panyaem, Chawalee Na Thalang, Suthinan Suthinan Pomsuwan Pages: 199 - 211 Abstract: Thailand has entered an aging society since 2005 and is expected to become an aging society completely by 2035. Hence, there are always opportunities with every change. According to the data presented above, the elderly is now the primary segment that has purchasing power in all industries. Consequentially, in the restaurant business, it stands out as having the third-highest number of new businesses open continuously for several years, and the other side has high closures at the same time. It can be an indication that the food and beverage business is facing challenges and that the trend of customer groups and behaviours is about to change. Hence, restaurant management services must also be adapted and prepared for the near future. This research study has two objectives: 1. to study the relationship between demographic characteristics and dining out behaviour of Thai elderly people in Bangkok and 2. to study differences in demographic characteristics affecting the 7Ps service marketing mix. This research used quantitative methods. Data were collected from 400 Thai males and females older people living in Bangkok. Descriptive statistics were analyzed as follows: percentage and frequency for general data. For Eating behavior used mean, and standard deviation for satisfaction data on Thai food menus. Data analysis by test statistics, comparison of differences between two variables (Independent-Samples t-test) and analysis: One-way Anova, and Chi- Square Test. The study found that the majority of older people who ate out were in their early elderly with good health, had free time, had high purchasing power, and were ready to spend, which can be considered a niche market. They often use the service as a couple or with their family. They choose the service based on the physical evidence, such as a restaurant decoration or a type of service that attracts them with the words "This shop is worth visiting or trying”. And when they are satisfied, the price becomes a secondary issue in purchasing products or services. As a result, restaurant management should design products or services for the middle to upper market. Emphasis is placed on the design of a universally designed space that can be used by all ages. Pay attention to details about concept creation, and the design of the business should look classy. So, the target customer can see from the outside as being conducive to the use of the elderly and their followers. PubDate: 2022-12-31 Issue No:Vol. 16, No. 3 (2022)
Authors:Chayawat Kiatkamonmarn, Surakiat Tadawattanawit Pages: 212 - 224 Abstract: The Wat Sai Rama 3 community is implemented in the form of grouping to deliver relationships and joint activities within the community. Products are created to generate income for the community. A study of the operating conditions of the Wat Sai community in terms of business-related operations found that the strengths of the community include. 1) the use of products that are beautiful and represent the uniqueness of Thailand. 2) Product appearance can attract customers. 3) The location of the business is close to the community. 4) Products were recommended form customer to other., and 5) The product contains a mixture of Thai herbs and a unique fragrance. The weakness of the community includes 1) The product is not widely known. It is sold only in the community. 2) The packaging is also outdated and unattractive. 3) The production site is located in a community area, causing production restrictions., and 4) There is not much available funding for newly developed products. The opportunities of community include 1) Selling within the community area, which is easy to market to the target audience. 2) The main raw materials are easy to procure and have a low cost. 3) The product is a daily-used item, resulting in consistent sales. and the threats of the community includes 1) products that are easy to imitate. 2) There are many competitors. 3) The formula of the product is not very different. 4) Lack of knowledge about market expansion, packaging preparation, and the use of online media. Proper income distribution model of community enterprises of Wat Sai Rama 3 community can be divided into 2 types as follows: 1) Products that people in the community have completed and then sold through the channel of the club will share the income proportion to the people in the community who are involved in the form of a proportion.; and 2) Products under development due to the lack of sales, there are still unclear revenue distribution patterns. However, it will focus on spreading the income to everyone involved. PubDate: 2022-12-31 Issue No:Vol. 16, No. 3 (2022)
Authors:Weeraya Meesawatdikul, Ketwadee Buddhabhumbhitak Pages: 225 - 241 Abstract: This article analyzed the tourism image and service identity literatures presenting concepts related to service identity and image creation guidelines to promote tourism under Coronavirus Disease 2019 (COVID-19) pandemic circumstances. This crisis has resulted in the need to change the image of Thailand's tourism to make a difference. There is a possibility that Thailand will create a distinctive service identity and tourism image with 1. Safety and Hygiene 2. Environmental Sustainability and 3. Extraordinary Experiences. This article shows the analysis and examples to help stakeholders considering using those concepts by applying to the service and tourism industry in the same direction. It will make Thailand having service identity and image that can create trust among tourists and revitalize tourism in the future. PubDate: 2022-12-31 Issue No:Vol. 16, No. 3 (2022)
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