Phuket Rajabhat University Academic Journal

Assessment of Work-Related Stress in the Thai Aviation Industry

2024-03-04T12:27:33+07:00

The recent years have posed unprecedented challenges for the aviation industry. Initially, it encountered a significant decline in demand together with harsh global travel restrictions imposed by governments. In response, the industry had to undergo substantial organizational changes to ensure its survival. Subsequently, as the demand for air travel resurged, the industry grappled with staffing shortages, hindering its ability to meet the rapidly increased demand. These difficulties have unquestionably resulted in challenging conditions for both the organizations and the employees within the industry and reports have indicated that the well-being of the industry’s workforce has turned for the worse. This study aimed to assess the well-being of employees in the Thai aviation industry, focusing on work-related stress. Additionally, the potential impact of various demographic characteristics was explored. An online questionnaire was distributed to current employees in the Thai aviation industry, and a total of 413 valid responses were received. The findings found that the top five stress including “to do with being under pressure at work”, “being pressured to work fast”, “having high workloads”, “not being consulted regarding organizational changes”, and “their job gets to them more than it should” which further indicates that the employees are experiencing stress as a result of their job. However, the finding indicated that there are no significant differences among demographic profile.

Keyword: work-related stress; aviation; employees; covid-19

Influences of Media Exposure, Interpersonal Attraction, and Parasocial Interaction on Political Self-Efficacy and Voting Intentions in the 2023 Thai General Election

2024-05-08T17:05:58+07:00

This study investigates the impact of media exposure, interpersonal attraction, attributional confidence, and parasocial interaction on political self-efficacy and voting intention in the context of the May 14, 2023, Thai General Election, focusing on voters' interaction with prime ministerial candidates. Surveying 400 Thai citizens, the research finds that task attraction is a significant predictor of attributional confidence, while both task attraction and parasocial interaction are key determinants for political self-efficacy and voting intention. Notably, higher levels of task attraction, parasocial interaction, and physical attraction correspond to increased political self-efficacy and intention to vote for the associated candidate. The study contributes valuable insights to political communication research, offering practical implications for political campaigns and media organizations in building trust and confidence among voters. Additionally, it emphasizes the importance of media literacy for informed decision-making in elections.

I IMPACT OF AI CHATBOT-ENHANCED CUSTOMER SATISFACTION ON CUSTOMER LOYALTY: THE MEDIATING ROLE OF CUSTOMER TRUST

2024-06-17T09:13:07+07:00

This study examines the impact of AI chatbot-enhanced customer satisfaction on trust and loyalty, with a particular focus on the mediating role of customer trust. A multistage sampling technique was employed to select a diverse group of 436 participants from the target population of Chinese online retail customers with experience using AI chatbots. Analysis using Structural Equation Modeling in SPSS and AMOS revealed a significant positive relationship between customer satisfaction derived from AI chatbot interactions and both trust and loyalty. Moreover, customer trust was found to significantly mediate the relationship between satisfaction and loyalty. These findings underscore the critical role of AI chatbots in not only improving customer satisfaction but also in fostering trust and loyalty within the online retail sector. The study provides valuable insights into how digital customer service tools like AI chatbots can be strategically leveraged to enhance customer relationships and loyalty, offering important implications for online retailers looking to optimize their engagement strategies in the digital marketplace.

ความสุขของนักท่องเที่ยวในการท่องเที่ยวชุมชนชัยบุรี พัทลุง (หมู่บ้านกะลาเงินล้าน)

2024-06-06T17:28:55+07:00

The purposes of this research were to examine antecedents and consequences of tourist happiness in Chaiburi community tourism Phatthalung province. The subjects of the study were composed of 400 Thai tourists who visited Chaiburi community Phatthalung province by using accidental sampling. This study presents a tourist happiness model and explores the antecedents and consequences of tourist happiness include experience tourism, perceived value, tourist satisfaction and post-tourism behavioral intentions. Structural equation modeling results supported the tourist happiness model of experience tourism and perceived value as antecedents of tourist happiness, whereas the consequences of tourist happiness included tourist satisfaction and post-tourism behavioral intentions.

Readiness Assessment of Local Food Operations in Community-Based Tourism to Promote Gastronomic Tourism in Satun Province

2024-07-29T20:14:46+07:00

This research article purposes to evaluate the readiness of community-based tourism in operating the local food for promoting gastronomic tourism in Satun province. The evaluation was rated from two sources: 1) communities’ self-evaluation (n = 12), and 2) tourists (n = 402), in four aspects: 1) environment management in community resources, 2) food quality & safety, 3) service quality, and 4) activities quality. In addition, this research conducted by documentary reaserch, observations and in-depth interviews with above community representatives and eight key informants in related tourism sector. The results revealed that overall readiness level of local food operations in Satun’s CBT by self- evaluation (n = 12) was at the high level. The highest level was food quality & safety and followed by environment management in community resources. Result from tourists’ evaluation who have traveled in six CBTs’ areas found that overall readiness was at the high level. The highest level was food quality & safety, followed by activities quality. After that, the evaluation results from these six CBTs were selected to created gastronomic tourism route. The result found that two communities were passed. First; Ban Ton Panun – Bo Nam Ron; and second, Ban Bo Jed Luk. There were three gastronomic tourism routes developed from these two communities; gastronomic route in the mountain zone, sea zone, and linking between mountain and sea zone.

Challenges and Implications of the Crisis Faced by Grassroots SMEs and Entrepreneurs Processing Agricultural Products Derived from Durian in Narathiwat Province

2024-07-29T20:17:58+07:00

This study aims to examine challenges and implications of the crisis faced by grassroots SMEs and entrepreneurs in Narathiwat province who work on processing during as an agricultural product. To elucidate the issues and ramifications stemming from the prevailing crisis, the research team adopted a qualitative research approach, utilizing focus group discussions. The study targeted a sample of 10 groups comprising entrepreneurs engaged in processing durian products within Narathiwat province.

The findings show the multifaceted challenges and consequences of the crisis among these SMEs and entrepreneurs, classified into upstream, midstream, and downstream sectors. Upstream: Scarce raw materials pose significant constraints on production, leading to increased costs for entrepreneurs procuring durian meat, especially during periods of raw material scarcity. Moreover, inadequate cold storage facilities exacerbate issues related to the sourness of durian meat. Midstream: The absence of production planning among most entrepreneurs, coupled with labor shortages resulting from the COVID-19 pandemic, compounds operational difficulties. Cancellations of orders by customers and the perishable nature of the product further exacerbate challenges. Additionally, the high cost of production equipment, coupled with inadequate funding and lack of systematic accounting, hampers operational efficiency. Downstream: A notable proportion of these SMEs and entrepreneurs lack essential quality-standardized certifications, limiting their access only to existing markets. Furthermore, expanding into new markets remains a formidable challenge, thereby constraining overall market expansion efforts.

In summary, urgent challenges and implications confronted by SMEs and entrepreneurs, as delineated by durian farmers, researchers, and pertinent stakeholders, are categorized into five key areas. Primarily, the absence of necessary product certifications is a pressing concern (Mo = 26). Secondly, expansion into new market segments remains elusive for these SMEs and entrepreneurs (Mo = 25). Thirdly, the perishable nature of the product presents significant challenges (Mo = 20). Fourthly, inadequate cold storage facilities for durian meat, the primary raw material, pose operational obstacles (Mo = 14). Lastly, the absence of systematic accounting practices further compounds operational inefficiencies (Mo = 13).

มาตรการไร้กระดาษและเพิ่มประสิทธิภาพในกระบวนการจัดการเอกสารด้วย ระบบสารบรรณอิเล็กทรอนิกส์ กรณีศึกษา บริษัท JJJ

2024-07-26T12:08:46+07:00

This research aims to study the traditional document management process and the reduction of paper usage in the document management process and enhance operational efficiency with the electronic document management system in the case study of JJJ company. This study employs workflow diagrams, system analysis and design, and the development and testing of the system's effectiveness through in-depth interviews and satisfaction surveys of document management-related administrative personnel with 38 samples. The study reveals that traditionally, most document management processes were paper-based, leading to high costs thus reducing operational efficiency. The system development has proven economically viable according to a cost-benefit analysis. The company benefits economically compared to the expenses incurred in developing the new system totaling 192,065 baht, yielding a return on investment ratio of 1.874. Consequently, the net return for the company is 167,935 baht, indicating that the electronic archival system is a worthy investment. Additionally, improvements from user satisfaction surveys include a 49.70% increase in time efficiency for managing archival work, a 67.13% increase in convenience, a 54.77% response rate improvement, a 44.17% increase in data accuracy, and an overall satisfaction increase of 52.73%. The system development has led to a significant reduction in paper usage from 3,659 sheets per month to 58 sheets, a 98.84% decrease, saving a total of 4,681.3 baht.

ACTIVE LEARNING TO ENHANCE ESSENTIAL SKILLS IN THE 21ST CENTURY FOR SCHOOLS IN SURAT THANI

2023-07-04T13:29:43+07:00

The objectives of this study were: 1) to develop the active learning process to enhance essential skills in the 21st century; 2) to study the pre- and post-learning achievements of active learning to enhance essential skills in the 21st century; and 3) to study the satisfaction of students on active learning activities to enhance essential skills in the 21st century.
The participants consisted of 15 teachers and 42 students in Grade 4 selected by purposive sampling from two primary schools in Surat Thani. The research instruments comprised
1) a questionnaire on guidelines for creating active learning management plans to enhance essential skills in the 21st century, 2) an assessment form for active learning to enhance essential skills in the 21st century, and 3) a questionnaire on the satisfaction of students on management of active learning activities to enhance essential skills in the 21st century.
Data were analyzed using percentage, standard deviation, and t-test.

The findings were as follows. 1) The overall development of the active learning process to enhance essential skills in the 21st century was in a high level (𝑥̅= 4.30, S.D. = 0.50).
2) The pre- and post-learning achievements of active learning to enhance essential skills in the 21st century were different at a statistical significance level of .05 as the post-learning achievement was higher than the pre-learning achievement. 3) The overall satisfaction of teachers and students on management of active learning activities to enhance essential skills in the 21st century was in a high level (𝑥̅= 3.82, S.D.= 0.71)

Digital Integrated Marketing Communication of car sales business

2022-11-07T14:01:01+07:00

This research aims to 1) to study the operating conditions of the marketing communications of the car sales business, 2) to study elements of the integrated marketing communication model through the digital media of the car sales business, 3) to develop an integrated marketing communications model through the digital media of the car sales business by collecting information from the owner group. Administrator Operators of car sales business in Bangkok the research instruments are questionnaires, statistics used include percentages, averages, standard deviations, and element analysis.

The results showed that business owners, executives, Operators of car sales business in Bangkok It was found that most of the males aged 25 - 35 years old with a bachelor's degree were in employee positions. The company has a 5-10 year business period, which is the type of car sales, passenger car type, with an average operating turnover of 20-50 million baht. With 5-10 years of business experience and the location of the business in the heart of the city, overall and individually, it was found that the average priority was very high. When looking at the overall picture on a side-by-side basis, it was found that the integrated marketing communications and marketing strategy 5A had a very high level of priority average. A study of integrated marketing communication elements and patterns through the digital media of the car sales business found that it consists of two areas, 8 main elements: integrated marketing communication elements. There are 5 main elements. There are 3 main elements of marketing strategy 5A’s.

Chinese Character Memory strategy and Chinese Character Teaching Method by Using Joyce & Weil Memory Model

2023-09-27T09:06:59+07:00