RMUTI Journal Humanities and Social Sciences

Factors Affecting High School Students’ Decision to Study an Undergraduate Degree or its Equivalent in EEC Area

2023-05-08T16:09:48+07:00

This quantitative research aimed to study the factors affecting the decision-making for high school students to study an undergraduate degree or its equivalent in Eastern Economic Corridor (EEC) area. Four aspects were investigated, including higher educational institution, curriculum, financial, and family factors. Questionnaires were used to collect data from 1,126 high school students or equivalent who study at a school in the EEC area. The results revealed that both general and specific aspects significantly affected high school students’ decision to study undergraduate degree in EEC area. The first-order factor was higher educational institution (= 4.33), followed by curriculum (= 4.24), financial (= 4.00), and family (= 3.82), respectively. The results also revealed that higher educational institution, curriculum, and family factors were positively related to the decision-making at the 0.01 significant level. Moreover, higher educational institution, curriculum, and family factors could be predictors for high school students’ decision-making to study undergraduate degree or equivalent in EEC area. These factors accounted for 45.8 % of total variance.

The Success of the Local Hotel Business: A Case Study of Nakhon Ratchasima Province

2023-07-05T10:01:15+07:00

This research aimed to study the origins and success of the local hotel business in Nakhon Ratchasima province. The study was qualitative research, and in-depth interviews were used to collect the data from two local hotel business sizes: a small local hotel business with 50 rooms and a large local hotel business with 50 or more rooms that have achieved business success. The data were analyzed through content analysis and analytic comparison. The findings revealed that a successful business consists of three elements. (1) The success of the local hotel business was the result of the vision and business opportunity of the owner. (2) The success of business operations is caused by setting strategies in accordance with the environment and context, as well as efficiency in resource management in terms of cost, budget, and income. (3) In addition, the business has also analyzed the impact that will occur to build confidence among stakeholders. This helped a business become successful and survive.

Working Behavior Affecting Organizational Culture of Production Employees in Ayutthaya Province Using the DISC Model

2023-07-25T11:05:11+07:00

DISC model is a tool that characterizes human behavior, which shows the differences in behavioral expressions. The objective of this study was to help employees understand and work together more efficiently and happily. The study sample was a selected group of employees in Ayutthaya Province whose behaviors were studied and ways to manage them proposed. The Research tool was behavior assessment questionnaires which were developed by DISC conceptual frameworks. The questionnaires used five level measurements that were approved by 3 experts in related field. The Cronbach's alpha was 0.84 with a sample of 400 production employees using proportional stratified random sampling. The statistics used included mean, standard deviation, and Explorer Factor Analysis (EFA). and Th research. results grouped the behavior of employees into 4 elements: 1) “Work-oriented” behavior, 2)“Discipline” behavior, 3) “Employee oriented” behavior, and 4) “skeptical” behavior. In addition, it was found that the dominance of the organizational culture were employee oriented, discipline, work-oriented, and skeptical variables as 434, .189, .143 and -.136, respectively. Employees should be encouraged to have employee oriented, discipline, work-oriented, and reduce skeptical behaviour. The prediction results were 39 percent (R Square = .392).

Relationship Between Soft Skills and Happiness at Work Among Graduates of Public Health Faculty at Private Universities in Samut Prakan Province

2023-07-19T10:20:17+07:00

The objective of the study was to examine the relationship between soft skills and happiness at work. The study population were students who graduated from private universities, with the sample size of 94 people who had graduated and had been working for 1 year or more. The research tool was a questionnaire, which included personal status, social skills, and job satisfaction; the content validity was between 0.67 and 1.00, and the content reliability was 0.938. The data was analyzed using statistical statistics, including the percentage, mean score, and standard deviation, and the relation was tested using inferential statistics by using multiple regression analysis. Soft skills results were overall at a high level. When each aspect was considered, it was found that the adaptive skills had the highest average and the emotional intelligence skills had the lowest. The overall level of happiness in the workplace was high. When each aspect was considered, it was seen that the interpersonal skills in work life had both the highest and the lowest averages. When the relationship was analyzed, it was found that social skills had a positive correlation with happiness at work. When each aspect was considered, it was found that decision-making and problem-solving skills interpersonal skills, emotional intelligence skills and social intelligence skills had a statistically significant effect on happiness at work at the 0.05 level.

Factors Affecting Consumers' Satisfaction in Electronic Wallets of Working Age in Dusit District, Bangkok

2022-10-11T11:05:48+07:00

This research aimed to 1) study the level of the marketing mix, perceived ease of use, perceived usefulness, and consumer satisfaction on electronic wallets, and 2) study factors affecting consumer satisfaction in electronic wallets of working age in the Dusit District, Bangkok. The sample consisted of 400 consumers who used electronic wallet services in the Dusit District, Bangkok, using purposive sampling and convenience sampling. Data were collected via questionnaires and analyzed using percentage, mean, standard deviation, and multiple regression analysis by Statistical Package for Social Science. The research findings indicated that the overall aspects of the marketing mix, including product, price, place, promotion, privacy, and personalization; perceived ease of use; perceived usefulness; and consumer satisfaction, were rated at a high level. The findings also revealed that marketing mix on the dimensions of promotion and personalization, perceived ease of use, and perceived usefulness affected the satisfaction of electronic wallet consumers in the Dusit District, Bangkok, at a significant level of 0.05

Integrated Marketing Communications Affecting the Buying Decisions of Community Enterprises: A Case Study of Crispy Herbal Chili Paste at Ban Mo Luang District, Mae Moh District, Lampang Province

2023-08-28T14:10:12+07:00

This is a quantitative research, which aimed to study integrated marketing communications effect on community enterprises' purchasing decisions: a case study of herbal crispy chilli paste products at Ban Mo Luang, Mae Mo District, Lampang Province. A sample of 400 people was selected by random sampling from the consumers. Questionnaires were used as a tool to collect data from the target sample. Data were analyzed by descriptive statistics using percentage, mean, and standard deviation and inferential statistics using multiple regression analysis. The study found that the majority of consumers were female aged between 31 - 40 years with an income of 10,000 - 20,000 baht, and most of them bought spicy chili paste. The decision to buy the herbal crispy chili paste because of the delicious taste and cleanliness rated at an average of 4.67, they liked and intend to buy products of the community enterprise rated at an average of 4.50 and the opportunity to return to buy products of the community enterprise group rated at an average of 4.49. Assessment on integrated marketing communications were at a high level with an average of 4.01, with the highest score being advertising and public relations with an average of 4.05, promotion with an average of 4.01 and direct marketing with an average of 3.94, respectively. Hypothesis testing revealed that integrated marketing communications significantly influenced purchase decisions in advertising and public relations, sales promotion, and direct marketing at the 0.05 level. The R² = .918 or 91.80 % indicated that the variation of integrated marketing communication significantly affected and related to the purchase decision of the herbal crispy chili paste.

Human Resource Management in the Hotel Business Post-COVID-19

2023-08-09T11:38:20+07:00

This research used a qualitative method based on focus groups and aimed to: 1) analyze the patterns of human resource management for hotel enterprises following the COVID-19 pandemic, particularly in managing existing jobs. This included employee perseverance, termination of employment, and changes in work style due to a decrease or cancellations of services in the last 3 years (2019 - 2022). 2) elicit comments from 13 persons involved in the hotel industry, such as government agencies, entrepreneurs, employees, and educational institutions. The data were analyzed to draw conclusions. The research results showed that proper human resource management following the COVID-19 pandemic included a management model that began with dealing with the crisis (Crisis Management) and led to a technique for restarting the hotel business (Restart Hotel) by providing a human resource management model (HR Model) that encouraged knowledge and expertise in coping with crises. Gaining new knowledge and abilities, adapting technology required for work, and encouraging staff to work cheerfully in the midst of change were all part of the job, which required calmness
and the ability to prepare for inevitable various crises.

Farm-Stay Tourism Development: From Concept to Practical Approach

2023-09-12T09:43:37+07:00

This academic articles aims to propose the concept of farm-stay tourism development to practical approch because this tourism form is a new type of business in Thailand that provides agri-tourism services. Therefore, it is necessary to have appropriate development methods according to the context of the area based on a sustainable tourism by use a farm stay tourism as a tool for develop the quality of life and well-being of people in rural areas of Thailand. Farm-stay tourism development include SWOT analysis of farm-stay tourism in Thailand context in the aspect of strengths, weaknesses, opportunities and threats. Guidelines for the farm-stay tourism development include developing the quality of tourist attractions, products and agricultural services, connecting the dot transportation, Thai class potential, farm stay for health, quality based marketing, natural resource restoration, tourism risk management and smart growth management.and to present the process of farm-stay tourism management from best practice are related with farm-stay tourism business.