Research and Development Journal, Loei Rajabhat University

Brand Equity and Electronic Word-of-Mouth Marketing Affecting Decision to Purchase Gaming Gear of the Viewers through Twitch, YouTube and Facebook Gaming

Parin Rakangthong — 2023-07-01

The objectives of this study were 1) Explore brand equity electronic word-of-mouth marketing and Decision to Purchase Gaming Gear of the viewers through Twitch, YouTube and Facebook gaming. 2) Explore brand equity affecting decision to purchase gaming gear of the viewers through Twitch, YouTube and Facebook gaming. 3) Explore electronic word-of-mouth marketing affecting decision to purchase gaming gear of the viewers through Twitch, YouTube and Facebook gaming A sample of 400 cases, selected using convenience sampling method. A closed ended questionnaire was used to collect data with the reliability test result of .94 and the content was

validated by the experts. The descriptive statistics used for data analysis were percentage, average, and standard deviation. The influential statistics used for testing the hypothesis at the significant level of .05 was the multiple regression analysis.

The result was found that the majority of respondents were male students aged between 21-5 with a Bachelor’s degree, average monthly income under 10,000 baht, 9-16 hours of gaming per week in average, 9-16 hours a week on Twitch, YouTube or Facebook gaming and used the LogitechG brand. 1) The result revealed that brand equity and electronic word-of-mouth marketing affecting decision to purchase gaming gear of the viewers through Twitch, YouTube, and Facebook gaming were at high level. The hypothesis testing results were found that 2) brand equity, brand awareness, brand associations, brand loyalty, other brand assets affected the decision to purchase gaming gear of the viewers through Twitch, Youtube and Facebook gaming. 3) electronic word-of-mouth marketing, internet word-of-mouth marketing, online video word-of-mouth marketing affected the decision to purchase gaming gear of the viewers through Twitch, Youtube and Facebook gaming.

The Applied of Geo-Informatics Technology for Contribute Community-based Tourism, Bueng Kan Province

Kraiwut Chuwilai — 2023-07-01

This study aimed to 1) to use geography tools and geoinformatics to support the community-based tourism in the study area and 2) to transfer knowledge and geoinformatics skills to contribute the community-based tourism to the community representatives. The study area comprised of 5 communities in Bueng Kan province, Thailand, and the main implementation was the participation of 3 sectors: the researchers, the related government sectors, the community representatives through an action plan and group discussions. The result was divided into 2 parts which were 1) creating communities’ spatial data sets by using the geoinformatics tools for the area survey and making community maps for decision support, and 2) transferring knowledge to the communities through the specifically selected community representatives based on the innovation disseminated theory through 3 knowledge transferring activities and assessed by the community-based tourism specialists and the related government sectors in the province. The final output of this study were a spatial data online database, the community maps for decision support for developing the community-based tourism and the community representatives who passed the training would have skills in using geographic tools and geoinformatics for the community-based tourism further development.

The Storytelling Development of MICE Communities for Promoting Integrated Marketing in the Hidden Gems PLUS City, Nakhon Pathom Province

Prapon Leksuma — 2023-07-01

This research aimed to develop the storytelling of the MICE community for integrated marketing communications in Nakhon Pathom Province, the Hidden Gems PLUS Cities. It was qualitative research. The data were collected by in-depth interview with 40 stakeholders and the focus group with 40 stakeholders. The content analysis was evaluated in this study. The study results found that four story-telling about Mice communities can be created in the communities of Nakhon Pathom, the 12 Cities Hidden Gems PLUS, as follows: 1) Huai Muang Community: Creating a culinary MICE storytelling by joining the Lao Krang ethnic group, Lao Krang culture, the lifestyle of shrimp farmers, and shrimp dishes which lead to food-cultural learning in the destination for MICE tourists; 2) Klong Mahasawas community: Creating the story of MICE through their way of life along the canal, the canal of faith, and the problems of the way of life along the canal, which lead to the CSR activities for the creative MICE tourists' group; 3) Koh Lad E Tan Community: Creating an agricultural MICE story with Thai-Chinese culture, the history of Koh Lad E Tan, the diversity of agricultural activities, and the suitable activities to build unity, experiences, and CSR activities for creative MICE tourists; and 4) Pathom Asoke Community: creating health-related MICE stories with local wisdom and religion, holistic health care, and physical and spiritual health, leading to a destination for the Dharma MICE tourists' group.

Factor of Management Affecting on Homestay Business’s Survival in Chiang-khan District, Loei Province

Thitimaporn Tongwan — 2023-07-01

This research aimed at 1) exploring personal factors, management factors and business survival factors; 2) studying the relationship between management factors – planning, organizing, leading, and controlling – and business survival factors; and 3) studying management factors affecting business survival. 152 samplings were selected from homestay owners in Chiangkhan District, Loei Province. A set of questionnaires was used to collect data which were analyzed by percentage, means, standard deviation, Pearson’s Correlation Coefficient and Multiple regression analysis.

The results found that the homestay owners focused on the controlling factors, following by organizing, leading, business survival, and planning respectively. All management factors and business survival were in a positive correlation. Furthermore, the highest management factors affecting business survival were leading, planning, and organizing respectively; while, controlling factors had no effect toward business survival.

Factors Influencing Customers’ Patronage of the Service of Korean Restaurants in Bangkok and Vicinity

Anan Chieochankitkan — 2023-07-01

The objective of this research was to study the factors influencing customers’ patronage of the service of Korean restaurants in Bangkok and vicinity. The sampling method was randomly collected until 385 samples. The data collection tool was an online survey questionnaire. The statistics employed for data analysis were percentage, mean, frequency distribution, standard deviation, multiple regression analysis from the results of the linear regression analysis in the form of a multiple regression analysis. The results showed that, at the statistical significance level of .05, attitude and perceived value factors influencing customers’ patronage of the service of Korean restaurants in Bangkok and vicinity were ranked first (B = 0.497), followed by the factors of physical evidence and presentation (B = 0.153) and service process factors (B = 0.145), respectively.

The Study of English Language Development to Promote Tourism in Phetchabun Province: A Case Study of Tourist Assistant Officers in Muang District, Phetchabun Province

Chutima Amtong — 2023-07-01

The objectives of this study was to survey the need of English usage of government administrative officers who work in Phetchabun government office, Muang District, Phetchabun Province. This research was designed as quantitative research. The research instrument was questionnaires for surveying needs and interests in communicative English lessons. The target groups were 36 government administrative officers who work in Phetchabun Provincial Office, Muang Phetchabun Municipality, and Office of Phetchabun Tourism and Sports. They were selected by Purposive sampling. The data obtained were analyzed by the percentage and mean. The results of this study revealed that the government administrative officers had problem when they use English to give the information for Tourism in Phetchabun province. The topic that needs to be focused on practicing their English skill was the 14 impressive tourism landmarks at the percentage of 4.67.

Concealed Interest in Personal Loan Contract of Financial Institution

Yupadee Phongsri — 2023-07-01

A personal loan contract of a financial institution is a loan contract widely used by service users because it is conveniently accessible and a guarantor is not required. However, when this type of loan contract defaults a many lawsuits are filed before the court. Therefore, this research studied the issue of interest and other additional types of money besides the interest in personal loan agreements of financial institutions, and studied related to the laws, including the Civil and Commercial Code, Excessive Interest Rate Prohibition Act, B.E. 2560 (2017), Interest rate of Financial Institution Act B.E. 2523 (1980) and Financial Institutions Business Act B.E. 2551 (2008).

As a result, according to personal loan contracts of financial institutions, there is the law called the Interest on Loan Interest act of financial institutions B.E. 2523 (1980) which authorizes the financial institutions, that the lenders are entitled to charge the interest on loans at rates above 15 percent per annum. Other types of charges are also available using different names, such as fees which are calculated in the combination with the interest, causing high debt burdens to the borrowers. The opportunity to the loan repayments are difficult. Thus the laws should be amended to solve the problem of double billing by using other name of the law, and the agency should be established to monitor the contracting of the personal loans of financial institutions.

Service Marketing Mix Factors Affecting Service Decisions Making, Hemodialysis Clinic Service, Lard Phrao District, Bangkok

Sukanya Intapatta — 2023-07-01

This research aimed to study 1) The Service Marketing Mix Factors of hemodialysis clinic services in LardPhrao District, Bangkok. 2) Choosing Service Decision Making of hemodialysis clinic services in LardPhrao District, Bangkok. 3) The Service Marketing Mix Factors that affecting to choose Service Decision Making of hemodialysis clinic services in LardPhrao District, Bangkok, by using a questionnaire as a tool to collect the data and check the correctness of the tools from Expert. The confidence level of Cronbach’s Alpha Analysis Test was 0.87.The sample size consisted of 482 service recipients who were received a service from hemodialysis clinic services in LardPhrao District, Bangkok. Data were analyzed by descriptive statistics consisting of frequency, percentage, mean, standard deviation. And inferential statistics such as multiple regression analysis.

The results showed that most of the service recipients were male. Age between 50 - 59 years. Most of their education level is lower than a bachelor's degree. They mostly have a private business that generate monthly income between 10,001 – 20,000 baht. 1) The Service Marketing Mix Factors of hemodialysis clinic services in LardPhrao District, Bangkok. Testing results showed Overall, it is at a high level. When considering each aspect, it was found that the aspect with the highest average was the price aspect at the highest level followed by the products and services aspect same as the process aspect at a high level. The aspect with the lowest average was the marketing promotion aspect at a low level. 2) Choosing Service Decision Making of hemodialysis clinic services in LardPhrao District, Bangkok were found that the decision to use the service is at a high level When considering each aspect, it was found that the aspect with the highest average was the perception of need, followed by the evaluation of alternatives and the behavior after using the service. The aspect with the lowest average was the search for information aspect. 3) The Service Marketing Mix Factors that affecting to choose Service Decision Making of hemodialysis clinic services in LardPhrao District, Bangkok were found that the service marketing mix factors of the products and services, location, people, and processing aspect had a statistically significant effect on Choosing Service Decision Making of hemodialysis clinic services in LardPhrao District, Bangkok at the .05 level.

Guidelines of Tourism Promotion for Russian Tourists in Koh Samui, Suratthani Province

Mantanan Khunrit — 2023-07-01

The purposes of the research were to 1) study the behaviors of Russian tourists in Koh Samui, Suratthani Province, 2) evaluate the marketing mix affecting the decision to travel to Koh Samui, Suratthani Province, 3) study tourism promotion from stakeholders in Koh Samui, Suratthani Province, and 4) propose guidelines of Tourism Promotion for Russian Tourists in Koh Samui, Suratthani Province.

The results showed that most Russian Tourist are male between 23 – 28 of age, being considered Gen Y of Millennials. Most are entrepreneurs or business owners with a monthly income of 50,000 – 59,999 rubles. Most have an educational level higher than a bachelor’s degree and are single. In terms of the behaviors, travel for leisure purposes, aiming to travel on their day-offs. Most stay in a hotel and have planned their trip by receiving travel information from friends or family. Most spend time traveling for 8 – 14 days. The significant landmark was Chaweng Beach, spend 1 – 3 months planning their trip which was their personal trip with family or relatives. Most spend 60,001 – 80,000 rubles. The activity of interest was nature sightseeing. After the trip concluded, the trip is shared and reviewed by word of mouth and will visit Koh Samui again. The results regarding marketing mix affecting the decision to travel showed that Russian tourists show high opinion toward marketing mix with the most opinion in term of Place.

The results regarding marketing mix affecting the decision to travel showed that Russian tourists show high opinion toward marketing mix with the most opinion in term of Place. The study result regarding tourism promotion from stakeholders in Koh Samui, Suratthani Province led to 1) plan and tourism promotion by advertising tourism products and Russian language training to service providers, 2) Tourism promoting activities are health-related tourism activities, nature tourism activities, and Thai and local gastronomy activities, 3) Images promoting tourism are images of natural scenery and food, and 4) Limitation or obstacles in promoting tourism are Russian language, road condition, and logistics in Koh Samui.

The results of propose of guidelines of tourism promotion for Russian tourists in Koh Samui, Suratthani Province showed that 1) guidelines for the development of logistics network in Koh Samui and access to Koh Samui, 2) guidelines for marketing and public relation for tourism, 3) guidelines for increasing Russian proficiency for tourism personnel.

Land and decision Location Selection

Nikorn Noiprom — 2023-07-01

This article aims to display only of the basic knowledge which the author has compiled with a focus on explaining the feature of the land and the decision to choose the location. The scope of the study is to understand the decision-making process of a business sector public sector and household sector in term of the pattern of land utilization factors affecting on the choice of location and the choice of economic units' location. The growth of cities and regions often lead to spatial inequality problems. This is a barrier to the overall development of the country. Therefore, to understand land selection provides an analytical framework for effective resource management. This results in sustainable and stable economic growth while narrowing the income gap between urban and rural areas fairly.