Research and Development Journal, Loei Rajabhat University

Correspondence Management by ECRS Technique: A Case Study of Provincial Public Health Offices in the Upper Northeastern Region

Suphannika Butyojunto — 2025-07-01

Correspondence Management is a crucial activity due to its repetitive nature. Enhancing correspondence management can significantly boost work efficiency. This study aimed to: 1) examine the correspondence management using the ECRS technique among personnel in provincial public health offices in upper northeastern Thailand; and 2) analyze the differences in correspondence management using the ECRS technique categorized by age, education level, and years of experience. Population of 400 personnel from provincial public health offices in the provinces of Loei, Nong Bua Lamphu, Udon Thani, Nong Khai, and Bueng Kan in upper northeastern Thailand was used. Data were collected through questionnaires and analyzed using frequency, percentage, two-way frequency distribution (Crosstab), mean, standard deviation, and analysis of variance (ANOVA). The results revealed that the highest levels of correspondence management using the ECRS technique were found in the areas of combining, simplifying, eliminating, and rearranging, respectively. Regarding the perceived differences among personnel concerning correspondence management using the ECRS technique, categorized by age, education level, and length of service, the overall findings indicated no significant differences in correspondence management using the ECRS technique. However, personnel with different ages and lengths of service showed differences only in the simplifying aspect of correspondence management. Conversely, different education levels did not result in differing levels of correspondence management using the ECRS technique.

Participation in the Operations of Community Enterprise Group Members in Tha Li District, Loei Province

Vilaiporn Yakampom — 2025-07-01

The research on the participation of members of community enterprise groups in Tha Li District, Loei Province is a quantitative research methodology. The objectives are: 1) To study the level of participation in the operations of community enterprise group members in Tha Li District, Loei Province; and 2) To compare the participation of members of community enterprise groups in Tha Li District, Loei Province, classified by product type, group leader type, member education level, and initial registered capital of the group. The Population in this study was 91 community enterprise members, which consisted of basic statistics such as frequency, percentage, mean, and standard deviation. The inferential statistics were tested by Kruskal-Wallis Test and Mann-Whitney U Test. The research results found that: 1) The participation in the operations of community enterprise group members was at a high level overall. When considering each aspect, it was found that the aspect with the highest average value was participation in benefits, followed by participation in evaluation, participation in planning, and participation in operations, respectively; 2) Members of community enterprise groups in Tha Li District, Loei Province, with different types of group leaders, members’ education levels, and initial registered capital, had different participation in operations at a statistical significance level of .05. Members of community enterprise groups with different product types had no different participation in operations at a statistical significance level of .05.

The Impact of Perceived Marketing Content, Perception of Technology Usage, and Social Influence on Online Purchase Decisions Through the Use of the TikTok Application in Udon Thani Municipality, Udon Thani Province

Annop T. Srivong — 2025-07-01

This research aims to: 1)To study the level of awareness of marketing content, technology usage perception, and social influence on online purchasing decisions through the use of the TikTok application in the municipal area of Udon Thani Province; 2 To study the impact of marketing content awareness, technology usage perception, and social influence on online purchasing decisions through the use of the TikTok application in the municipal area of Udon Thani Province. Data was collected using a questionnaire from 400 individuals with experience purchasing products through the TikTok application in the municipal area of Udon Thani Province, with the questionnaire serving as the data collection tool. The statistics used for data analysis include the mean, standard deviation, correlation coefficient analysis, and multiple regression analysis. The research findings revealed that: 1) Experienced online shoppers who use the TikTok application have a high level of marketing content perception, technology usage perception, and social influence; 2) The hypothesis testing results revealed that the impact of marketing content perception, technology usage perception, and social influence on the decision to purchase online goods through the TikTok application yielded a correlation coefficient (R) of 76.70%. These factors collectively explained 58.60% of the variance in online purchasing decisions made via the TikTok application, with a standard error of the estimate (SEE) of 50.30%. Upon examining the regression coefficients of the predictors, it was found that social influence had the strongest impact on the decision to purchase online goods through the TikTok application (BETA = 0.508), followed by technology usage perception (BETA = 0.192), and marketing content perception (BETA = 0.133).

Factors Affecting the Selection of Cafe Hopping Services (café hopping) Among Thai tourists in the Gen Y Groups in Khlong San District, Bangkok

Jureerat Nongwa — 2025-07-01

This quantitative research aims to: 1) to study factors affecting the selection of café hopping services among Thai tourists in the Gen Y group in Khlong San District, Bangkok; and 2) to compare factors affecting the selection of café hopping services among Thai tourists in the Gen Y group in Khlong San District, Bangkok. The sample consisted of 400 Thai Gen Y tourists, and the data was collected using a questionnaire. Descriptive statistics, including percentage, mean, and standard deviation, as well as F-test (One-way ANOVA), were used for data analysis. The results indicated that the majority of respondents were female, single, with a bachelor’s degree or equivalent, worked in the government or private sector, had a monthly income of 15,000–25,000 baht, and resided in Bangkok. Overall, the factors influencing the selection of café hopping services were rated at a high level. The most influential factor was personnel, followed by the physical environment and service processes. Hypothesis testing revealed that there were significant statistical differences in opinions about selection of café hopping services among Thai Gen Y tourists in Khlong San, Bangkok, based on their personal factors, with a significance level of .05.

The Development of Agro-Tourism Networking in Nongsuea District, Pathum Thani Province

Chanoknun Pintobtang — 2025-07-01

Due to the COVID-19 situation, agro-tourism has become a popular form of tourism as it allows people to avoid crowded areas and provide opportunities for environmental learning. In Pathum Thani Province, it is popular because of its convenient accessibility from Bangkok, especially in Nongsuea District, which has the highest agricultural land area. A preliminary study revealed that there are numerous agricultural sites with potential for agro-tourism development. The objective of this article is to study the potential of agricultural sites in Nongsuea District to be developed as agro-tourism destinations, analyze the behaviors of tourists, and establish a network of agricultural tourism routes. The research methodology includes: 1) conducting a survey of all 171 agricultural sites in the district; 2) screening based on the 5A’s tourism factors; 3) assessing the potential of agricultural sites using evaluation guidelines from the Tourism Development Office and interviews; 4) surveying tourist behaviors related to agro-tourism among a sample of 400 tourists to select suitable tourist destinations; and 5) establishing agro-tourism networking. The study findings indicate that, there are three agricultural sites with high potential for agro-tourism: Ton Nam Farm, Suksatit Farm, Mahalai Chao Na. Additionally, existing recommended tourist destinations by the Provincial Tourism Office include Kenny Dragon Fruit Farm, Fungkhajorn Organic Farm, Teppratahnporn Farm, and Suanrao Organic Farm. The survey on tourist behaviors revealed that the most popular activity of tourists is vegetable gardening (43%), followed by flower and decorative plant cultivation, and fruit tree planting. The most favored activity format is site visitation (48%), followed by consuming locally produced food and processing agricultural products. For establishing the tourism network, 4 program durations were identified: one-day trip and two-day trip.

Strategic Innovation Capability Influencing on Sustainability of the Hotel and Resort Businesses that have been Certified with Tourism Accommodation Standards in Thailand

Kantheera Namwong — 2025-07-01

The purpose of this study was to examine strategic innovation capability influencing on sustainability of the hotel and resort businesses that have been certified with tourism accommodation standards in Thailand to create business sustainability through the consequential factors, namely, new idea enhancement, market driving encouragement, proactive activity support, risk acceptance and dynamic adaptation in order to achieve business sustainability. OLS regression analysis is used to analyze the relationships among these variables by using data from 249 hotel and resort businesses that have been certified with tourism accommodation standards in Thailand. The result indicated that 5 dimensions of strategic innovation capability have a positive impact on the business sustainability of the hotel and resort businesses that have been certified with tourism accommodation standards in Thailand and that have the most significant positive impact is proactive activity support at level .01, followed by market driving encouragement, dynamic adaptation, new idea enhancement and risk acceptance.

Sustainable Tourism Development of Ban Dua Folkway, Nong Khai Province Under the Concept of 4.0 Tourism

Maythawin Polnyotee — 2025-07-01

The purposes of this research study were: 1) to study tourism management in the Ban Duea community-based tourism in Nong Khai Province; 2) to conduct a SWOT Analysis and examine the factors affecting the development of community-based tourism management potential; and 3) to promote sustainable community-based tourism by presenting guidelines for improving and developing potential according to the Tourism 4.0 guidelines. This research employs a mixed-method approach, utilizing purposive sampling for the qualitative sample group, which includes government agencies and entrepreneurs in the local community, and employing accidental sampling for the quantitative sample group, consisting of 230 individuals from the area. The results have shown that: 1) the community possesses effective community management. Personnel from both the community and government agencies are actively engaged in the area's development. There is a clear division of administrative responsibilities, with committees appointed for each section to ensure sustainable and systematic management; 2) The community's natural beauty and curated attractions make it an appealing destination, offering ample facilities, affordable accommodations, diverse activities, and high-quality products and services. However, weaknesses remain in managing the potential to enhance the skills of community personnel; 3) Guidelines for developing community tourism under the Tourism 4.0 guidelines. This includes guidelines for developing potential skills in digital technology 4.0, creating information on the internet to promote tourism. Upgrading personnel skills in management and participation in sustainable tourism and promoting and services under marketing 4.0