Journal of Liberal Arts and Management Science Kasetsart University

FACTORS AFFECTING TO THAI TOURIST DECISION MAKING OF THE MILLENNIAL AFTER THE RELAXATION OF PREVENTIVE MEASURES FOR COVID 19

Phangam Dana, Pattama Suriyakul Na Ayudhya, Jarita Hinthao — Sun, 30 Jun 2024 00:00:00 +0700

This research aims to study (1) Push factors pull factors and decision process (2) Push factors affecting to Thai tourist decision making (3) Pull factors affecting to Thai tourist decision making of the Millennial after the relaxation of preventive measures for COVID 19. The methodology is quantitative research, online questionnaires distributed to 385 sample millennials. Data were analyzed with descriptive statistics (percentage mean standard deviation), and multiple regression. The results showed that (1) The level of opinion on the push factor were at the high level (2) The level of opinion on the pull factor were at the high level (3) The level of opinion on the push decision process were at the high level (4) Push factors affecting Thai tourist decision making of the Millennial after the relaxation of preventive measures for COVID 19 with statistical significance at the 0.01 level include Social Need Novelty Needs Physiological Need and Culture Needs and (5) Pull factors affecting Thai tourist decision making of the Millennial after the relaxation of preventive measures for COVID 19 with statistical significance at the 0.01 level include Product Price and Place. As a result, the tourism department should prioritize of design and develop the tourism product, set the suitable price of tourism and create the variables of the channel of distribution (place) for motivate the traveling of the millennial.

SERVICE QUALITY, CORPORATE IMAGE, AND CUSTOMER SATISFACTION: EMPIRICAL EVIDENCE FROM POWER SUPPLY ENTERPRISE IN CHINA

Yifan Cheng , Peevara Parnitvitidkun, Chananya Wongsena Jongsiri — Sun, 30 Jun 2024 00:00:00 +0700

This study is designed to analyze the effects of service quality and corporate image on customer satisfaction within a power supply enterprise in China. The focus is on five components: service quality, tangibles, reliability, responsiveness, assurance, and empathy. The sample for this study was drawn from online questionnaires, with 380 customers of Guizhou's electric power companies in the Chinese province participating. The study employs multiple regression analysis and quantitative research methods to explore customer satisfaction, corporate image, and service quality. The first key finding underscores the positive effects of service quality on customer satisfaction. Tangibles, responsiveness, and empathy emerge as the significant factors influencing customer satisfaction, while assurance and reliability show no discernible impact. The second key finding highlights the positive influence of corporate image on customer satisfaction. In conclusion, this study underscores the pivotal role of corporate image and service quality in the electricity service sector. The researchers can suggest that company executives prioritize enhancing service quality to project a positive corporate image, boost customer satisfaction, and gain a competitive edge in the market.

THE CAUSAL RELATIONSHIP MODEL OF ENVIRONMENTAL, SOCIAL, AND GOVERNANCE (ESG) DISCLOSURE AND FIRM VALUE OF COMPANIES LISTED ON THE STOCK EXCHANGE OF THAILAND

Piyaphisak Jaeresukon — Sun, 30 Jun 2024 00:00:00 +0700

The recent trend focus on sustainable investment has emphasized the growing significance of ESG (Environment, Social, and Governance) disclosure. This has led to examining its impact on a firm’s value. This research aims to: 1) Empirically assess the harmoniousness of the structural relation model of the causal relationship model between ESG disclosure scores and firm value. 2) Analyze the direct, indirect, and total effects of factors within the model. Data from the financial statements of 29 publicly listed companies, as evaluated in The Sustainability Yearbook from 2017 to 2023, were used (total samples = 203). Descriptive and inferential statistical analyzes were conducted. The findings reveal that the causal relationship model between ESG disclosure scores and firm value exhibits a good empirical fit. Firm value and cost of capital demonstrate a statistically significant (p < 0.01) positive direct influence from ESG disclosure scores. Furthermore, ESG disclosure scores negatively indirectly affect firm value through the cost of capital, acting as a partial mediator. These findings imply a potential conflict between sustainable policies and wealth creation. The high cost of capital related to ESG disclosure may be due to a lack of a clear approach to engaging investors or limited transparency in information, which can lead to suboptimal profitability.

THE RELATIONSHIP BETWEEN THE FORM OF PROVIDING FLIGHT SAFETY INFORMATION AND PASSENGERS’ CONFIDENCE WITH FLIGHT ATTENDANCE SERVICE AT SUVARNABHUMI AIRPORT

Sun, 30 Jun 2024 00:00:00 +0700

The research objectives are to 1) survey personal information of passengers at Suvarnabhumi Airport, 2) explore patterns of airline safety information services, 3) assess confidence in receiving services, and 4) examine the relationships between the personal information, the patterns of providing in-flight safety information, and the confidence in service. Data were collected using a questionnaire from 401 passengers at Suvarnabhumi Airport. Data analysis included mean, percentage, standard deviation, t-test, f-test, and Pearson's correlation coefficient. The research results revealed that most respondents were female, aged 18-24 years, who traveled by plane 1-3 times per year and preferred low-cost airlines. The survey on the patterns of providing safety information showed high levels of agreement, with an overall mean of 4.23 and S.D. = 0.614. The highest score was for the demonstration of safety equipment by flight attendants, with an average of 4.34 and S.D. = 0.715. Confidence in receiving service was at the highest level, averaging 4.36 and S.D. = 0.531. The aspect with the highest mean value was the use of authority, averaging 4.46 and S.D. = 0.592. The relationship between the personal information, the patterns of providing in-flight safety information, and the confidence in receiving services showed a moderate positive correlation at 65.8 percent. In terms of suggestions, it was recommended to create modern demonstration videos, emphasize the demonstration of safety equipment by flight attendants, and promote honesty and integrity in duties to provide excellent services and gain passengers’ trust.

A STRATEGIC ROADMAP FOR BAN SRICHAROEN'S COTTON LEARNING AND HANDWOVEN CRAFTS CENTER, PHU LUANG DISTRICT, LOEI PROVINCE

Thairoj Phuangmanee, Marisa Phiromtan De Bels, Orathai Jitthaisong — Sun, 30 Jun 2024 00:00:00 +0700

This research aims to explore the context of the Ban Sri Charoen Sustainable Agricultural Savings Community Enterprise in Phu Luang District, Loei Province and to develop strategies for transforming the cotton and handwoven cotton product learning resources into the learning center of Ban Sri Charoen Sustainable Agriculture Savings Community Enterprise, Phu Luang District, Loei Province. The research adopted a mixed-method approach, collecting both quantitative and qualitative data from 25 key informants. Those included members of the community enterprise group, local scholars, academics, and local government representatives. Data were collected through semi-structured interviews, focus group discussions, and participatory meetings, allowing for an in-depth exploration of the participants' experiences, knowledge, and perspectives. The collected data were then analyzed using content analysis. The findings revealed that the Ban Sri Charoen Sustainable Agriculture Savings Community Enterprise Group has been utilizing the local wisdom in cotton weaving to drive the community's economy since 1992. Their strengths lied in the complete cycle of cotton production, from cultivating and weaving to product processing, based on local organic agriculture principles. However, the group needed further knowledge and expertise development to establish the community learning center. The strategy for the learning resource development was to create the integrated learning center providing these five main activities: (1) establishing cotton learning spaces and its products, (2) developing handwoven cotton fabrics, (3) cultivating local cotton, (4) natural dyeing, and (5) processing cotton fabric products.

KNOWLEDGE, PERCEPTION, AND AWARENESS OF EDUCATION QUALITY ASSURANCE OF PERSONNEL, FACULTY OF BUSINESS ADMINISTRATION AND SERVICE INDUSTRY

Parichat Bunma, Thichakorn Kasornbua — Sun, 30 Jun 2024 00:00:00 +0700

This research aimed to study the knowledge, perception, and awareness of the educational quality assurance system among personnel of the Faculty of Business Administration and Service Industry. The research population was divided into two groups: 23 academic staff and 17 support staff. A questionnaire was used as the research instrument. The statistics for data analysis included frequency, percentage, mean, standard deviation, t-test, and one-way ANOVA. The results indicated that most academic staff respondents were female, aged 46-55 years, held doctoral degrees, were assistant professors, had 5-10 years or more of work experience, and were university employees serving as lecturers. In terms of the academic support staff, most of whom were female, aged 46-55 years, held bachelor's degrees, were university employees, and had 5-10 years or more of work experience. The results also showed that most academic and support staff had a high level of the knowledge and perception regarding the educational quality assurance system. For the awareness of the educational quality assurance system, the findings showed that both academic and support staff attached the highest level of significance to the system. When comparing the awareness of the system significance among the two groups, it revealed that academic staff with different genders, education levels, and job types and support ones with different genders and job types had different levels of their awareness, statistically significant at the 0.05 level. Thus, participation in the educational quality assurance should be emphasized for employees in all positions or job types.

UNDERSTANDING HAPPINESS ECONOMICS IN THE WORKING LIFE OF UNIVERSITY ACADEMICIANS: AN APPLICATION OF MACHINE-BASED RESAMPLING APPROACH TO REDUCE DATA CONSTRAINTS

Ronnakron Kittipatcharadechatron, Nattapon Siwareepan, Padcharee Phasuk — Sun, 30 Jun 2024 00:00:00 +0700

This paper aims to investigate the happiness economics in the working lives of university academicians by applying machine-based resampling approaches to address data constraints. The findings could benefit organizations or universities by providing accurate oversight of academicians' well-being and serving as a guideline for researchers facing similar data constraints. The sample consists of 30 full-time university lecturers in Bangkok. To collect data, questionnaires were used through a simple sampling approach. The data concerning the happiness economics were analyzed using generalized linear models (GLMs). Additionally, bias analysis was applied to measure the models’ efficiency. The empirical results indicated that happiness was mainly driven by self-development and work progression, followed by the working environment, work burden, and evaluation dimensions. These factors had a statistically significant effect on overall working happiness, contributing more than 60 percent. Furthermore, the results obtained from the machine-based resampling could reduce the models’ biases when the resampling was between 100 and 1,000 rounds.

A STRUCTURAL EQUATION MODEL OF SUCCESS FACTORS FOR OUTSTANDING COMMUNITY ENTERPRISES IN THAILAND

Pensiri Phuworrakit, Yupaporn Chaisena, Sukanya Duanguppama — Wed, 03 Jul 2024 00:00:00 +0700

The purposes of this research were to 1) develop the causal factors affect on the success of outstanding community enterprises in Thailand, 2) analyze direct, indirect, and total effects of the factors affecting the success of outstanding community enterprises in Thailand. The research samples were 249 community enterprises that received the Outstanding Community Enterprise Award in Thailand. Data were collected through questionnaires and subsequently analyzed using structural equation modeling. The analysis revealed a good fit between the developed causal relationship model and the empirical data (x²=87.356, df =67, x²/df =1.321, CFI=0.990, IFI=0.990, GFI=0.923, RMSEA=0.035). Leadership and innovation capabilities factors explained 84% of the variance in success variables for outstanding community enterprises. Notably, innovative capabilities exerted the strongest combined influence on operational success, with a path coefficient of 0.59. This finding suggests that leadership and innovation capabilities are critical factors influencing the success of community enterprise operations. Particularly, leaders who exhibit entrepreneurial qualities, focus on change, and possess strategic flexibility in knowledge management will enhance the group's ability to adapt to changing environments. This continuous creation of new innovations is crucial for the operational success of outstanding community enterprises.

THE RELATIONSHIP BETWEEN ESSENTIAL SKILLS OF THE FUTURE OF WORK IN THE POST-COVID-19 ERA WITH THE PERFORMANCE OF SMEs ENTREPRENEURS IN THE NORTHEASTERN REGION

Sun, 30 Jun 2024 00:00:00 +0700

The objective of this research was to test the relationship between the skills required for future work in the post-COVID-19 era with the performance of small and medium sized businesses in the manufacturing sector in the Northeast. This research was quantitative research. The sample group used in this research was 258 entrepreneurs using Taro Yamane's formula. The research instrument used to collect data was a questionnaire. Data was analyzed using multiple regression analysis. The research results found that Essential skills for the future of work in the post-COVID-19 era include 1) adaptability and flexibility, 2) creativity and innovation, 3) emotional intelligence, and 4) lifelong learning there was a relationship and a positive impact on the performance of SMEs businesses. Therefore, as a guideline for entrepreneurs or individuals who will become entrepreneurs in doing business in the post-COVID-19 era take necessary skills into consideration and develop your own skills appropriately for survival and business success. Entrepreneurs' preparation in terms of necessary skills for the future of work in the post-COVID-19 era was important for conducting business in the present.