RMUTL Journal of Business Administration and Liberal Arts

Development Guideline of Competitiveness of Chiangrai City Cooperative Limited

Naphat Thipsri, Wareewan Charoenroop, Panthipa Pansuwan, Nichaphan Pitiniyomrot — Sun, 30 Jun 2024 00:00:00 +0700

The purpose of this research was to investigate the development guidelines of competitiveness of Chiangrai City Cooperative Limited. The target groups of this study include the implementation committee, personnel, buyers, stakeholders involved in tourism in Chiang Rai Municipality, Thai and foreign tourists, and Chiang Rai Municipality enterprises. The research was conducted qualitatively. The data was gathered through in-depth interviews. Furthermore, the data was analyzed utilizing content analysis techniques.

The results of the study showed that the development guideline of competitiveness of Chiangrai City Cooperative Limited consists of the following: 1) The marketing management model has set marketing goals by creating branding and packaging under the supervision of Chiang Rai Municipality. It represents the uniqueness of the product and Chiang Rai Province by specifying the brand name as "Nakhon Chiang Hai". Part of the prototype packaging design adds value to the product by creating products that are from the idea of the local people and uniqueness of the province. 2) Using the apps for the design of the accounting system and internal control has resulted in a combination of using the application, specifically Microsoft Excel, and the point-of-sale program, Smart POS. The architecture includes five accounting systems: income, expenses, advance payments and petty cash, payroll, and fixed assets. 3) The image of tourism found that the level of image perception of tourism in Chiang Rai municipality had the highest image perception in terms of tourist attractions, tourism experience, souvenirs, ease of access to tourist destinations, cleanliness and safety in tourism, and the value of travel. And 4) the community product presentation team in Chiang Rai Municipality has developed a system for exhibiting items in the form of a website that is easily accessible over the Internet and user-friendly.

Personal Influence and Corporate Environment on Operational Quality in Government Fiscal Management Information System for Accounting Personnel at The Department of Agriculture Extension

natee konkham, Jirapong Channgam — Sun, 30 Jun 2024 00:00:00 +0700

This research aims to study the influence of personal characteristics and the organizational environment on the performance quality of accounting personnel using the New Government Financial Management Information System (New GFMIS Thai) in the public sector. The study collected data through surveys from a sample group of 209 accounting personnel working in units under the Department of Agricultural Extension. The data were analyzed using Descriptive Analysis for data summary and Inferential Analysis, including Correlation Coefficient and Multiple Regression Analysis for hypothesis testing.

The major findings are as follows: 1) Personal characteristics, including knowledge and abilities in accounting tasks within the New GFMIS Thai system, experience in accounting, and interpersonal relationships at the workplace, positively impact the quality of performance in the new electronic government financial management system. 2)The organizational environment, including budget, technology, and social and cultural aspects, has a positive effect on the quality of performance in the New GFMIS Thai system in terms of accuracy, transparency, and responsibility.

Factors Affecting the Survival of Micro Restaurant Business Entrepreneurs After the Outbreak of the COVID-19 Virus in the Muang District, Chiang Mai Province

ladda pinta, Jongkolbordin Saengadsapaviriya — Sun, 30 Jun 2024 00:00:00 +0700

The aim of this study is to investigate the survival of micro-enterprises in the hospitality industry after the outbreak of coronavirus disease (COVID-19) in Mueang district, Chiang Mai province. 370 sample locations were selected using the simple random sampling method. A questionnaire was used as a data collection tool. Data analysis and statistical evaluations were carried out using existing computer programs. Statistical methods used in the data analysis included percentages, means, standard deviations, tests for differences in means (T-test), one-way ANOVA and multiple linear regression analyses (multiple regression) using the Enter method.

The study found that individual factors such as gender, age, education level, and differing work experiences, as well as business factors including the type of food service, restaurant location, duration of business operation, number of employees, and average monthly income, significantly affect the survival of micro restaurant entrepreneurs at a significance level of 0.05. Regarding the survival factors of restaurant entrepreneurs, it was found that management factors, including human resource management, marketing variables, and the leadership of the restaurant owner, significantly impact the survival of the restaurant business at a 0.05 statistical significance level. The findings of this study indicate that during crises, restaurant entrepreneurs still have to bear various operational costs. Human resource management is crucial for entrepreneurs in crises. Entrepreneurs need to manage their time, employees, and welfare effectively while considering cost management to ensure the business's survival.

Knowledge Management Strategies for Enhancing the Development of Large-Scale Choke Anan Mango Growers in Srinakorn District, Sukhothai Province

Ratchadaporn Sanprasit, Siriporn Bunprakob, Sawanya Hanwongsa — Sun, 30 Jun 2024 00:00:00 +0700

This research investigated knowledge management strategies for enhancing the development of a large-scale Choke Anan mango grower group in Srinakorn District, Sukhothai Province. The study aimed to: 1) Study and organize a knowledge system on the management of Chok Anan mango plots of a large-scale Choke Anan mango grower group in Srinakorn District, Sukhothai Province, using the SECI model; and 2) facilitate knowledge transfer and exchange regarding plantation management among Choke Anan mango growers. Interviews and questionnaires were utilized to gather data. Results are presented in two sections. First, knowledge management using the SECI Model revealed that learning and sharing processes facilitated knowledge exchange on topics such as plantation management models and distribution channels among grower group members and specialists. Individual knowledge was externalized, categorized, and compiled into a manual for Choke Anan mango plantation management in Sukhothai Province. This manual covered six key areas: (1) environmental management in plantations, (2) seedling preparation, selection, planting, and monitoring, (3) disease and pest control following GAP standards for food crops, (4) harvesting, (5) innovations to improve production efficiency, and (6) product distribution channels. Second, the sharing of collected knowledge within the grower group fostered knowledge exchange between specialists and the large-scale Choke Anan mango grower group in Srinakorn and Srisatchanalai Districts. This exchange enabled growers to collaborate, share insights, and generate new knowledge. Knowledge internalization was achieved by imparting knowledge to growers participating in the exchange activities. An evaluation of participants' acquired knowledge demonstrated a high level of understanding ( = 4.42, S.D. =0.661). The findings of this research provide guidance for the effective development of large-scale mango plantations, cost reduction, increased production, and improved distribution channels for Choke Anan mango growers in the future.

Value-Added Processing of Organic Rice Products in Phan District, Chiang Rai Province

Naphat Thipsri, Pattraporn Somsamer, Dueanpen Manoreang — Sun, 30 Jun 2024 00:00:00 +0700

The objective of this research was to investigate the creation of added value through the processing of organic rice products in Phan District, Chiang Rai Province. Data were collected from 45 key informants, comprising 15 organic rice farmers and 30 organic rice consumers, representing the target groups for this study. Content analysis was employed to analyze the data. The research findings revealed that a group of a group of organic rice farmers cultivate and sell organic rice primarily to the local community and hospitals. These farmers demonstrate a keen interest in processing organic rice to create added value. This is achieved by transforming jasmine brown rice into ready-to-drink powdered rice mixes, incorporating powdered vegetables such as pumpkin and banana to enhance both nutritional value and flavor. These convenient mixes cater to consumers of all genders and ages. Furthermore, the researchers developed brand designs and packaging to enhance product recognition and stimulate consumer interest. This product aligns with the growing health-consciousness trend, particularly among health-enthusiasts and elderly. The results of this research can serve as a valuable guideline for adding value to organic rice products. This in turn, has the potential to create employment opportunities, generate income, and improve the overall quality of life for farmers, while simultaneously enhancing the competitiveness of organic rice in the market.

Marketing Mix Factors Affecting Consumers’ Consuming Decision of Ketogenic Food in Muang District Kamphaeng Phet Province

Panissra Charutwinyo, Nirut Thummasorn — Sun, 30 Jun 2024 00:00:00 +0700

The purposes of this research were 1) to study marketing mix factors and consumer decision to consume ketogenic food in Muang District Kamphaeng Phet Province and 2) to study the marketing mix factors affecting consumers decision in Muang District Kamphaeng Phet Province. The sample was 385 ketogenic food consumers who lived in the Muang District Kamphaeng Phet Province which were selected by purposive random sampling technique. The questionnaire was used as a tool for collecting data. Data were analyzed by using percentage, mean, standard deviation and multiple linear regression analysis. The results showed that most ketogenic food consumers were female, 31.18 years old in average, single and graduated with a bachelor's degree. Most of them were employees of private companies and earned 19,875.22 baht/month. The level of agreement towards overall marketing mix factors were moderate. When considering each dimension, it was found that product dimension was the highest. The consumer decision to consume ketogenic food was moderate. When considering in detail, it was found that they consume ketogenic food because it contained the most beneficial and nutritious nutrients. Finally, the results of the hypothesis testing revealed that marketing mix factors in terms of physical, price, promotion and product affecting the consumer decision to consume the ketogenic food were significant at the level of 0.05 with a predictive coefficient (R²) of 0.786

Factors Influencing Intent to Purchase Quiet Luxury Brand Products in Bangkok and Surrounding Areas.

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

This study endeavors to examine the impact to purchase Quiet Luxury brand products in Bangkok and surrounding areas using the survey method (Survey Research). The data for this study were collected through questionnaires, which underwent testing for reliability. This is a collection of data from 400 consumers who know about Quiet Luxury brand products. This research employed an online survey methodology to ensure a representative sample. Data analysis was conducted through Multiple Regression Analysis and Pearson's Correlation Coefficient to evaluate the hypotheses.

The findings reveal that the majority of participants were female (266 respondents,
accounting for 66.5%), predominantly aged between 19 and 23 years. The Sustainable Design Theory emerged as a significant predictor with a regression coefficient (β) of 0.820, affecting the perceived value. Perceived Quality also demonstrated a notable influence with a β of 0.135. Furthermore, humblebragging registered a β of 0.463, Product Identity a β of 0.192, and trend boasting a β of 0.086, all significantly impacting the intention to purchase Quiet Luxury brand products in Bangkok and its surrounding regions. Contrarily, narcissism, with a β of 0.074, did not exhibit a significant effect on purchase intention

The Motivation Factors and Hygiene Factors of Community to Manage the Phra That Phon Cultural Tourism Destination, Xayphouthong District, Savannakhet Province, Lao People's Democratic Republic

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

This quantitative study is aimed to 1) investigate the motivation factors and 2) the hygiene factors of the community in managing of the Phra That Phon cultural tourism destination, Xayphouthong district, Savannakhet province, Lao P.D.R and, a set of questionnaire forms were used for collecting data under populations of 147 people which are the local people in from Ban Phon That who are participated in managing of the Phra That Phon cultural tourism destination. Obtained data was analyzed by descriptive statistics to find means and standard deviations. The results of the research on people's motivation in cultural destination management consist of two factors: 1) motivation factor It was found that the overall level of motivation among the people was high level ( = 3.71), covering sub-issues. Most informants are motivated by operational success, responsibilities, nature of work performed, and career advancement. There is only a significant recognition that people are moderately motivated, and 2) hygiene factor. overall, the public has a high level of motivation ( = 3.98), covering the sub-issues of informants, most of whom are motivated by government policies. In terms of relations between people in the community and tourism destination managers, in terms of working environment, government management, and wages, salaries, and welfare, all people are motivated to a high extent.

Chiang Mai Agricultural Community Development for ASEAN Tourism: A case study of Doi Pu Muen agro-tourism community, Maesao subdistrict, Mae Ai district, Chiangmai Province

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

Research on guidelines for developing agrotourism at Doi Pu Muen, Mae Sao Subdistrict, Mae Ai District, Chiang Mai Province the objectives are to 1) study the potential of Doi Pu Muen agrotourism. 2) to find ways to develop the potential of Doi Pu Muen agrotourism. sample group Used in the research are: 1) a group of 10 homestay members; 2) a group of 10 people from the Doi Pu Muen agrotourism group; and 3) a group of 10 farmers who expressed their desire to join the project. Selecting a specific sample by purposive sampling technique and a unique sample, totaling 30 people. Research tools include a survey form, in-depth interview and participation in observation, the research team used content analysis methods. Present information using descriptive methods. The data obtained from the interviews used an inductive analysis method. By taking the data, compiling it, and classifying it systematically.

The results of the research found that the potential of the Doi Pu Muen agrotourism community in Mae Sao Subdistrict, Mae Ai District, Chiang Mai Province was at a very good level (74.42 %). When considering each aspect, it was found that the potential for attracting agrotourism attractions is at an excellent level (81.25 %), followed by the supporting potential of agrotourism destinations. It is at a very good level (80.77 %) in terms of the management potential of agrotourism destinations. It is at a very good level (72.22 %) in terms of the market management potential of agrotourism destinations. is at a good level (68.75 %), and the service potential of agrotourism destinations is at a moderate level (60.00 %). As for the guidelines for developing the potential of the Doi Pu Muen agrotourism group, marketing development should be a first priority. They must give importance to surveys, research or find more information on agrotourism marketing. Including creating a tourism network in the form of marketing activities with partners related to tourism in Chiang Mai Province. This will lead to publicizing activities or issues related to community agrotourism attractions. That are unique or have an attractive identity. Then organize activities to increase the potential of tourist attraction management, especially the management of human resources that will take care of tourists. both information services agricultural knowledge product and room service Including sending and receiving tourists to make tourists impressed and come back to travel again.

Local identity in the literature of Sodapoi, Nan Province

Thanakan Hanyut, Vajrindra Kaencandra — Sun, 30 Jun 2024 00:00:00 +0700

This article studied local identities presented in Sawdapoi, a folk literature of Nan province. The study analyzed 6 documents concerning the Sawdapoi of Nan province collected from both past and present Saw singers in Nan province. The results of the study suggested three distinctive types of identities, namely 1. local identities concerning Buddhism beliefs about the merit of giving, Buddhist gods, and the comparison between the eight necessities of a Buddhist monk and gratefulness towards fathers and mother; 2. a local identities with respect to local community lifestyles, which exhibited the culture of nurturing postpartum mothers, everyday objects used by Nan people, which were found in the ordain cerebration, and reflecting the local wisdoms of past lifestyles of the Nan people; 3. local identities concerning language of which the Nan dialect is used throughout the Sawdapoi. Thus, the three distinctive identities reflected the identities of the Nan people which have intertwined with language, traditions, society and lifestyles with Buddhism by means of the folk literature Sawdapoi of Nan Province

Amusement Quality, Tourist Satisfaction and Revisit Intention of Theme Park -- Guangzhou Chime-Long Paradise

Xinyi Liang, Weerapon Thongma, Winitra Leelapattana, Prayong Kusirisin — Sun, 30 Jun 2024 00:00:00 +0700

This paper combines interview, questionnaire survey and field investigation to obtain the data needed for the research. Finally, descriptive statistical analysis, paired sample T test, factor analysis, variance analysis, correlation analysis and regression analysis were carried out on the collected data using SPSS statistical analysis software to verify and modify the research model. The final conclusions are as follows:(1) the scale of theme park amusement quality includes theme atmosphere, amusement items and activities, service facilities, personnel performance, performance and other dimensions. (2) there is a significant difference between the expected quality of amusement before the visit and the actual perceived quality of amusement after the visit. The expected quality of amusement is significantly higher than the perceived quality of amusement. (3) the "perception-expectation" recreation quality has a positive effect on the satisfaction of tourists and their willingness to return. The actual post-tour "perceived" pleasure quality has a significant positive impact on the satisfaction of tourists and their willingness to return. The model constructed by substituting the "perception-expectation" pleasure quality with the actual post-tour perception has more explanatory power.Different demographic variables of tourists have significant differences in three aspects: recreation quality, tourist satisfaction and willingness to visit again

Online Businesses and the Development of a Conceptual Framework for Managing the Electronic Marketing Mix

Banlang Santad, Suparada Pimpan, Chanathip Vitano — Sun, 30 Jun 2024 00:00:00 +0700

Online marketing affects the growth rate of businesses and economic expansion. However, the problem of online commerce continues to grow as well. This academic article developed a conceptual framework for managing electronic marketing mix factors and intentions to use online business services from a research article in the academic journal in the field of marketing, management science, business administration and social sciences from 5 electronic research article databases: 1. Thai Journal Citation Index Center 2. ASEAN Citation Index 3. EBSCO Discovery Service 4. Scopus and 5. Google Scholar. The study found that the electronic marketing mix conceptual framework was the 4Ps+P2C2S3 model consisting
of products, promotions, places, prices, personalization, privacy customer service, community, site, safety, and sales promotion. When using the statistical method of path analysis according to the principles of structural equation modeling at a statistical significance level of 0.05, it was found that it affected the intention to use online business services, such as the online travel agency business, online commerce through the Shopee website, airline ticket commerce directly through airline websites, e-commerce shopping products, buying online cosmetic product commerce via online website, online learning business, online gambling business and online banking business. There were elements of the electronic marketing mix that had direct and indirect, positive and negative effects and some elements that did not affect the intention to use online businesses. The expected benefits from the study's results include:
1. The conceptual framework can be used as a solution to online commerce problems and enhance marketing performance to effectively deal with the online market's competitive environment 2. Able to use the conceptual framework as a guideline for developing research in analyzing relationships among variables, regression analysis, exploratory and confirmatory factor analysis and structural equation modeling for electronic marketing mix and intention to use online business services variables.