Connexion: Journal of Humanities and Social Sciences

Developing Service Quality in Airport Emergency Planning: A Case Study of Mae Fah Luang Chiang Rai International Airport, Thailand

2025-07-01T15:53:56+07:00

This qualitative study pursues two objectives: (1) to examine the service quality of the Airport Emergency Plan (AEP) at Mae Fah Luang Chiang Rai International Airport, and (2) to propose guidelines for enhancing that service quality within the same context. A purposive sample of 31 key informants includes airport personnel, external agencies, and emergency planners. The beneficiaries were interviewed using a semi-structured protocol based on the five SERVQUAL dimensions (Tangibles, Reliability, Responsiveness, Assurance, Empathy). Data were analyzed through inductive thematic analysis, and the credibility of the findings was verified via data triangulation across sources. The results show that Reliability is regarded as the most critical dimension, followed sequentially by Assurance, Responsiveness, and Empathy, whereas Tangibles receive the least emphasis. Four overarching themes for enhancing AEP service quality emerged: (1) Staff, (2) Equipment, (3) Process, and (4) Communication. Strengthening reliability and assurance while adhering to CAAT requirements is pivotal to boosting the effectiveness of airport emergency operations. The proposed guidelines can serve as a prototype for other regional airports in Thailand, thereby contributing to the sustainable enhancement of national aviation safety capability.

An Empirical Study of University Students’ Self-Protection Against Online Football Gambling in Urban Thailand

2025-08-19T11:22:55+07:00

Thailand, the numbers of young gamblers accessing online gambling, particularly adolescents, are rising every year, aligning with their characteristics as digital natives. Although various sectors in society have increased their efforts to campaign against online gambling, previous research remains limited in terms of specific focus on online football gambling in youth and adolescence. This study aims to investigate self-protection against online football gambling among Thai university students through a cross-sectional survey using a quantitative approach, in which data was collected through a questionnaire from 392 Thai university students and analyzed using a multinomial logit model. The research findings reveal that football gambling protection among Thai university students can be categorized into three patterns: No Protective Behavior (NPB), Situational Protective Behavior (SPB), and Consistent Protective Behavior (CPB). Furthermore, sociodemographic factors (including academic field of study, age, and monthly allowance) and football-watching habits (such as the football league and football streaming) are associated with football gambling protection among Thai university students. This reflects the different social experiences among Thai university students. The findings of this study are important because the government or other sectors in society can utilize these results to develop guidelines for preventing access to online football gambling among children and youth. The association between football gambling protection, sociodemographic factors, and football-watching habits reflects how football-viewing behavior is linked to the ability to protect oneself from gambling. In terms of policy implementation, interventions may begin with the at-risk group—those with No Protective Behavior (NPB)—by promoting online gambling literacy during football seasons when the sport gains high popularity.

Influence of Social Media Marketing, Perceived Value and Brand Trust on Willingness to Pay for Green Food Packaging

2025-08-28T11:28:52+07:00

This study aims to (1) examine the relationships among social media marketing, perceived environmental value, brand trust, and consumers’ willingness to pay (WTP) for green food packaging, and (2) investigate the mediating roles of perceived environmental value and brand trust between social media marketing and WTP for the packaging. Data were collected from 320 respondents who had prior experience in buying green food packaging. A non-probability sampling approach was employed for data collection. Quota sampling was then used to ensure proportional representation of regional populations in Thailand. Data were collected using an online questionnaire and analyzed through descriptive statistics and structural equation modeling (SEM). The findings show that the proposed WTP model demonstrates a good fit with the empirical data. Social media marketing does not exert a direct effect on WTP (p > 0.05), however, it significantly affects perceived environmental value and brand trust. Both perceived environmental value and brand trust positively influence WTP, with brand trust emerging as the most influential factor (Total Effect = 0.878). Furthermore, perceived environmental value acts as a partial mediator between social media marketing and WTP, whereas brand trust provides full mediation effect.