RMUTI Journal Humanities and Social Sciences

Knowledge, Attitude, and Lifestyle Behaviors in New Normal of State Autonomous University Student, Bangkok

2024-01-24T14:57:11+07:00

The objectives of this study were 1) to investigate the knowledge, attitude, and lifestyle behavior in new normal of students and 2) to explore the relationship among knowledge, attitude and lifestyle behavior in new normal of state autonomous university students, Bangkok. The sample of this research consisted of 400 undergraduate students at state autonomous universities in Bangkok. The instruments were knowledge test and questionnaires measuring attitudes and behavior. The data analysis was using descriptive statistics to determine frequency, percentage, mean, and standard deviation. The inferential statistics was analysis of the Pearson correlation coefficient. The results of this study indicated that the respondents’ knowledge was at good levels (= 8.04), attitude was at agree levels (= 3.91), and behavior was at an often practical levels (= 3.84). The results of analysis of the correlation among knowledge, attitude and lifestyle behavior in the new normal of students revealed that knowledge was positively related to lifestyle behavior in new normal at a very low level (r = 0.18) with a statistical significance level of 0.01. Attitude was positively related to lifestyle behavior in the new normal at a high level (r = 0.68) with a statistical significance level of 0.01.

The Development of Small Lodging Business Networking for Sustainability Crisis Management in Pranburi District, Prachuap Khiri Khan Province

2023-12-12T14:59:29+07:00

The objectives of this research were 1) To analyze the context and situation of entrepreneur small lodging business and 2) The development of small lodging business networking for sustainability crisis management. It was qualitative research with a phenomenology methodology, data were collected by in-depth interviews from the key informants with small lodging entrepreneurs in the area of Pranburi districts with 17 peoples. Then data were collected by focus group discussion methodology with representatives of small lodging business operators, government, lecturer in the Hospitality and Tourism Industry, tourist, and other service business operators totaling 25 people. The results of the study revealed that 1) The context and operating conditions of small lodging business operators are as follows: 1.1) Reducing the burden of operating expenses, The addition of monthly room service, Participating in the governments We Travel Together project, Increasing reservation channels and public relations via social media and 1.2) Restrictions related to the number of employees and the number of rooms is insufficient to support during the tourist season. Including the resurgence of the COVID-19 and 2.1) The development of a network of small lodging entrepreneurs must determine a horizontal network format. Determining objectives to build relationships and promote tourism potential establishing relationship-building activities between members are formal and informal, and determining network coordinators via social media contact. 2.2) Sustainable Crisis Management, consisting of 2.2.1) Before crisis; a plan to prepare for dealing with crises. 2.2.2) During crisis; a communication plan to reduce the impact caused by misunderstanding and panic among stakeholders and 2.2.3) After crisis; a plan for rehabilitation to build confidence in the organization's image.

The Relationship Between Work Passion and Job Performance of Employees in Manufacturing Industry Plants

2024-01-10T09:43:17+07:00

This research is a quantitative study using a survey method, with the objectives of 1) investigating the work passion of employees in manufacturing industry plants, 2) examining the efficiency of work among employees in manufacturing industry plants, and 3) investigating the relationship between employees' dedication and commitment to work and the performance effectiveness in the manufacturing industry 3) studying the relationship between gender, age, educational level, income, harmonious passion, and obsessive passion with the job performance of employees in the manufacturing industry. The researcher used a questionnaire to collect data from employees in manufacturing plants in the Bangkok metropolitan and suburban areas, with a total of 400 participants. The Stratified Random Sampling method was employed, dividing the sample by province. Subsequently, the distribution was based on the population proportions within each province, followed by purposive sampling, resulting in the retrieval of 400 questionnaires, representing a response rate of 100 percent. The research findings indicate that: 1) Overall, employees exhibit a high level of work passion, with both harmonious passion and obsessive passion being at the highest levels. 3) The job performance of employees is found to be at the highest level. 4) The statistical analysis reveals significant correlations between personal factors and work passion. In particular, harmonious passion and obsessive passion significantly impact the job performance of employees in manufacturing industry plants at a significance level of 0.05. However, personal factors do not have a significant impact on job performance. The industrial manufacturing factory can establish systems and mechanisms to promote dedication and work passion among employees. This can lead to increased productivity and effectiveness in the workplace, ultimately contributing to the factory's competitiveness and profitability.

Potential of Local Food and Guidelines for Tourism Promotion through Local Food of Muang District, Nakhon Si Thammarat Province

2024-01-15T10:45:43+07:00

This qualitative research aimed to study the potential of local food at Muang district, Nakhon Si Thammarat province and to present guidelines for tourism promotion through local food of Muang district, Nakhon Si Thammarat province. The data collecting was sought by the documents, textbooks, articles, e-documents related as well as focus group conducted
with those involved at entrepreneurs in restaurant business and experts in gastronomy tourism. The content analysis was employed to analyze the data. The finding showed that the potential of local food at Maung district, Nakhon Si Thammarat province were as follow: aspect was the accesses to the local, in Muang district, Nakhon Si Thammarat province. It is the location of important and famous for tourist attractions. As a result, there are many restaurant and entrepreneurs in restaurant business, aspect was the opportunities to attract tourists with the foods, to present the local food to attract tourists by using special events to promote tourism marketing and create brand awareness about local food, aspect was the locally eating behaviors, Now a day the culture of eating local food can still be found in cultural events and personal events, aspect was the local ingredients, local ingredients are used as main ingredients for cooking. Both raw materials from plants and raw materials from animals, aspect was the local identities, it is outstanding and unique in terms of taste. It is spicier than food in other regions of Thailand and guidelines for tourism promotion through local food of Muang district, Nakhon Si Thammarat province were as follow: guidelines for tourism promotion through local food about aspect was the accesses to the local, guidelines for tourism promotion through local food about aspect was the opportunities to attract tourists with the foods, guidelines for tourism promotion through local food about aspect was the locally eating behaviors, guidelines for tourism promotion through local food about aspect was the local ingredients and guidelines for tourism promotion through local food about aspect was the local identities.

Compare the Relation of Accounting Performance on the Stock Price of Listed Company in the Market for Alternative Investment Before and During the Covid-19 Crisis Situation

2024-02-15T10:33:37+07:00

The purpose of this research is to study and compare the relation of accounting performance on the price of securities of companies listed on the Stock Exchange of Thailand-MAI before and during the COVID-19 crisis. 113 companies were included between 2018 and 2021. A total of 1,808 samples were collected. Analyze data Descriptive statistics were used to describe the general characteristics of the data. Correlation coefficients were analyzed. between independent variables and multiple regression analysis to test hypotheses. By collecting Annual financial report information and annual information report form (Form 56-1), information from the Stock Exchange of Thailand. The research results found that all accounting performance affects the price of the company's securities Listed on the Stock Exchange of Thailand, MAI Group, both before and during the COVID-19 crisis expected Cash Flow from Operations and Return on Assets. This shows that in normal situations, investors more attention to liquidity factors, because investors may not believe that most businesses will be able to generate cash flow during abnormal situations. In addition, it was found that the average of all accounting performance variables had no different impact on stock prices.

Sustainable Marketing Activities Affecting Brand Image Among Eco-car Consumers in Bangkok

2024-04-09T09:12:15+07:00

The goals of this study are to investigate the influence of sustainable marketing activities on brand image and consumer trust. The concepts of sustainable marketing activity, brand image, consumer satisfaction, and consumer trust are applied in this research. A total of 650 participants were collected using a stratified sampling method, with data collection conducted through online questionnaires. Statistical analysis included descriptive statistics, mean, percentages, standard deviation and inferential statistics using Structural Equation Model (SEM). Results from the structural equation model revealed that three perceived sustainable marketing activities (economic, environmental, and cultural) have a significant positive influence on brand image at level 0.01 with coefficient 0.5640, 0.2642 and 0.2071, respectively. Brand image has a significant impact on consumer satisfaction at level 0.01 with coefficient 0.8684. Additionally, consumer satisfaction has a significant positive influence on consumer trust at level 0.01 with coefficient 0.9363. From the research results, it can be seen that sustainable marketing activities are important for building a brand image that leads to consumer trust. Therefore, marketers can apply these research findings as marketing models to create a positive brand image for consumers and to maintain their trust in the brand over time.

Experiential Marketing, Satisfaction, and Place Attachment Affecting Chinese Tourism’s Revisit Intention to Chiangmai Province

2024-04-09T09:11:11+07:00

The purposes of this study were to 1) study the opinion level of the experiential marketing, satisfaction, place attachment and Chinese tourism’s revisit intention to Chiangmai province and 2) to study the affecting the of the experiential marketing, satisfactions, and place attachment to Chinese tourism’s revisit intention to Chiangmai province. The sample comprised 385 Chinese tourism who have been to Chiangmai province. The research instrument was an online questionnaire. Data were analyzed by descriptive statistics using frequency, percentage, mean, standard deviation and interferential statistic using multiple regression analysis. The findings indicated that place attachment the experiential marketing, satisfaction, and Chinese tourism’s revisit intention to Chiangmai province were at a high level, with mean scores of 3.95, 3.95, 3.76 and 3.73, respectively. Place attachment, the experiential marketing, and satisfaction affect Chinese tourism’s revisit intention to Chiangmai province with statistical significance at the 0.05 level, with effect sizes of 0.491, 0.224 and 0.162, respectively. These predict the Chinese tourism’s revisit intention to Chiangmai province by 55.30 %. The departments involved in the tourism industry should implement experiential marketing strategies to cultivate satisfaction and foster a sense of place attachment to the area. This approach aims to encourage Chinese tourists to revisit Chiang Mai province.

Factors Determine the Sustainable Cultural Heritage of Wat Phra That Phanom Woramahawihan, Nakhon Phanom Province

2024-05-02T14:09:56+07:00

The objectives of this study are to study the opinions of tourists about cultural heritage sustainability and to study the factors that determine the sustainability of the cultural heritage of Wat Phra That Phanom Woramahawihan. The questionnaires were used as a tool to collect data from Thai tourists in the area of Wat Phra That Phanom Woramahawihan, amounting
to 400 samples by convenient random sampling. After that, the data were analyzed by finding the frequency, percentage, mean. The estimation was employed by the Structure Equation Modeling method to find first-order and second-order derivatives by exploration factor analysis and confirmatory component analysis. The study found that the importance of the factors determining the sustainability of cultural heritage that the respondents gave the highest priority was conservation and revitalization of local culture within the temple. As for the factors that determine the sustainability of Wat Phra That Phanom Woramahawihan, which are measured from 4 factors. The first factor is economic and social activities, the 2nd factor in tourism management, the 3rd factor in the culture of Wat Phra That Phanom Woramahawihan and the 4th factor is the surrounding environment. The study results also found that the model was consistent with the empirical data from Chi-square = 212.412, Degree of Freedom = 182, Chi-square /df = 1.167, p = 0.06, RMSEA = 0.02, CFI = 0.995, TLI = 0.993, SRMR = 0.026 The tourism management factor is the factor that most influences the sustainability of Wat Phra That Phanom Woramahawihan.

The Study of Backpacking Tourists’ Behavior for the Rail Transportation Routes in Thailand

2024-02-15T10:06:56+07:00

This research study aims to Study the behavior of backpacker tourists along the route of Thailand's rail transport development plan and study the impact of factors affecting the backpackers' satisfaction along the route of Thailand's rail transport development plan. The target population is backpackers who using the State Railway of Thailand, and were selected 400 backpackers were selected through the convenience random sampling method. The structured questionnaire was used to collect needed data. Descriptive Statistics, and inferential statistics with a structural equation model were used for data analysis at the significance level at 0.05. The results revealed that The results of the analysis of the developed structural equation model are consistent with the empirical data which were collected from the target samples were tested with the same covariance, which passed the standard statistical criteria of 2 = 68.733, df = 17, p-value = 0.001, GFI = 0.960, CFI = 0.987 and RMSEA = 0.087. It could be explained that tourists' perceptions of information had no direct affect on their satisfaction by using railway services, which the size of influence was 0.008 (p = 0.368). However, it found that there was an indirect influence through backpackers’ behavior at significance level 0.01 with a coefficient value that reflected the size of indirect influence at 0.58. Whereas, the backpackers’ behavior had a positive direct effect on the backpackers’satisfaction who using the railway service
at significance level 0.01 (p = 0.000) with an effect size coefficient of 0.99. Moreover, the backpackers’ information perception had a positive direct effect on the backpackers’ behavior at significance level 0.01 (p = 0.000) with an effect size coefficient of 0.99.