Research and Development Journal, Loei Rajabhat University

Image, Service Quality, and Value for Money Influencing Customer Decisions in 3-Star Hotels: Evidence from Kunming, China

Huang Fengying, Napawan Netpradit — Mon, 05 Jan 2026 00:00:00 +0700

This independent study objectives were: 1) Examine the level of importance that Chinese users on image, service quality, and value for money factors in influencing customer decisions to use 3-star hotels in Kunming, Yunnan Province, China; and 2) Examine of image, service quality and value for money that influence decision to use 3-star hotels in Kunming, Yunnan Province, China. The sample consisted of 385 Chinese users. Data was collected through an online questionnaire and analyzed using descriptive statistics such as percentage, mean, standard deviation as well as inferential statistics using Multiple Regression Analysis. The results of the research found that: 1) Chinese users considered image as the most important factor in using 3-star hotels in Kunming, Yunnan Province, China, while also placing a high level of importance on value for money and service quality; and 2) The image factor has the greatest impact on Chinese users decision to use using 3-star hotels in Kunming, Yunnan Province, China at 75.20 percent, with a statistical significance of .05, followed by the value for money and service quality factor affect Chinese users’ decision to use 3-star hotels in Kunming, Yunnan Province, China at 45.20 and 23.90 percent, respectively, with statistical significance at the .05 level.

A Model of Competitive Advantage Strategy Influencing the Success of White Liquor Production Business Entrepreneurs in Sichuan Province, People's Republic of China

Zhou Qunying, Thanakorn Sirisugandha, Surachai Kangwon — Mon, 05 Jan 2026 00:00:00 +0700

This purposes of this study were to: 1) study the importance level of competitive advantage strategies influencing the success of white liquor production business entrepreneurs in Sichuan Province, China; 2) study the influence of competitive advantage strategies on the success of white liquor production business operators, Sichuan Province, China; and 3) study a model of competitive advantage strategies that influence the success of white liquor production business entrepreneurs in Sichuan Province, China. This integrated research comprised quantitative and qualitative research approaches. In the quantitative research, collecting data with executive-level entrepreneurs in the white liquor production industry, Sichuan Province, China, totaling 380 places with a questionnaire online. In the qualitative research, data were collected from 6 senior executives, operational managers and academics from 2 companies through in-depth interviews. Data were analyzed by Descriptive Statistics, Structural Equation Modeling (SEM), and Content analysis. Findings are as follows: 1) Differentiation strategies It is a strategy that has a competitive advantage over the success of white liquor production business operators in Sichuan Province, China at the most important level; 2) Competitive advantage strategies have a direct influence on the success of white liquor manufacturing enterprises in Sichuan Province, China; 3) The model of competitive advantage strategy that influences the success of white liquor production business entrepreneurs in Sichuan Province, China is valid and well fitted to empirical data (Chi square/df = 1.076, GFI = 0.960, CFI = 0.997, RMSEA = 0.014, SRMR= 0.030). The findings contribute to strategic management practices in China’s liquor industry.

The Upland Rice Supply Chain through the Application of the Supply Chain Operations Reference (SCOR) Model: A Case Study of Kanchanadit District, Surat Thani Province

Ampawan Nuprain, Mathinee Srikarn, Siriprapa Jundum — Mon, 05 Jan 2026 00:00:00 +0700

This study aimed to: 1) examine the operational structure of the upland rice supply chain in Kanchanadit District, Surat Thani Province by applying the Supply Chain Operations Reference (SCOR) model; 2) assess the performance of the upland rice supply chain based on the SCOR framework; and 3) propose systematic guidelines for improving the upland rice supply chain. This research employed a qualitative approach. Data were collected through in-depth interviews and focus group discussions with 18 upland rice farmers and 4 production-support stakeholders, yielding a total of 22 informants. The data were analyzed using qualitative content analysis based on the SCOR model. The findings revealed that the upland rice supply chain faced significant constraints across all SCOR processes. Major issues included a lack of accurate production planning information, inconsistent quality of production inputs, non-standardized production practices, inefficient grading and delivery processes, and the absence of feedback mechanisms between buyers and producers. These challenges resulted in production losses and higher-than-necessary costs. Overall, the problems were strongly associated with incomplete information flows and insufficient coordination among supply chain stakeholders. Based on the performance assessment, the study proposed a three-phase improvement framework consisting of a foundational system development phase, an efficiency enhancement phase, and a sustainable development phase. The proposed guidelines emphasize the development of a centralized information system, the establishment of standardized production and delivery practices, farmer group integration, and the creation of stable market channels. This research provides a practical framework for enhancing the efficiency and sustainability of the upland rice supply chain at the community level and can be applied to other agricultural products in the future. Moreover, the study contributes new knowledge by demonstrating the application of the SCOR model in the context of upland rice cultivation intercropped with rubber plantations, which clearly reveals systemic bottlenecks and offers actionable development strategies at the community level.

Strengthening the Turmeric Production Capacity of the Herbal Group in Surin Province by the Learning Organization Model

Chonnatcha Kungwansupaphan, Tarinee Meecharoen, Ubonwan Suwannapusit — Mon, 05 Jan 2026 00:00:00 +0700

This research aims to: 1) analyze and develop a learning organization model to enhance the turmeric production capacities of herbal producer groups in Surin Province; and 2) evaluate the application of this learning organization model in strengthening the capacities of herbal producer groups. The research follows a qualitative, participatory action research design. The key informant consists of 41 turmeric producer group members from three communities in Surin Province: Ban Takian in Takian Subdistrict, Kab Choeng District; Ban Kantajaramuan in Kantajaramuan Subdistrict, Prasat District; and Ban Chok in Tabeu Subdistrict, Prasat District. The research findings proposed a learning organization model for strengthening turmeric production capacities among the target groups, which includes six components: learning objectives, knowledge, learners, instructors, learning activities, and learning spaces. The specified details within this model were applied to organize activities that strengthen the turmeric production capabilities of the target group. After participating in the development program , the target group showed an overall improvement in two main areas: 1) Knowledge, with all participants meeting the knowledge assessment criteria (100%), and 2) Competencies, with community innovator assessment results ranging from levels 2 to 4 across knowledge/technology, networking and collaboration, and learning process management. The evaluation of the learning organization model’s application revealed that external environmental factors, community context, and stakeholders are additional factors influencing its effectiveness.

Development Innovation and Enhancing of Traditional and Contemporary Recipes from Local Plant Madan to Community Tourism Products, Nakhon Nayok Province

Prasert Yothicara, Preeya Sompuet, Morakot Boonsirichai, Natthakan Rongthong — Mon, 05 Jan 2026 00:00:00 +0700

This study aimed to: 1) examine and analyze traditional and contemporary recipes using local madan fruit as a community tourism product in Nakhon Nayok Province; 2) develop and enhance these traditional and contemporary madan-based recipes into community tourism products; and 3) create development innovations and enhancing traditional and contemporary recipes from local plant madan to community tourism products, Nakhon Nayok province. It is an applied research model and uses research and development processes by conducting mixed research methods, including qualitative research by collecting data from interviews with 25 community enterprise operators, local leaders, village elders, community members, and government representatives, and quantitative research by distributing tourist satisfaction questionnaires to 100 people. Data were analyzed using descriptive statistics and content analysis. The

study found that: 1) madan has the potential to be developed into creative community tourism products. Traditional recipes, such as madan chili paste and madan juice, reflect local wisdom and community identity, while contemporary recipes, including pad Thai with madan sauce and madan cake, enhance flavor diversity and attract tourists; 2) The development of contemporary dishes, such as fried rice with sun-dried salted madan fish and madan donuts, received the highest tourist satisfaction, providing valuable tourism experiences and generating economic benefits for the community; 3) This recipe development innovation is a process innovation, encompassing exploration, development, creative design, marketing promotion, and community sharing. This approach strengthens local identity, stimulates community tourism, and supports sustainable community development.

Tourist Expectations of Tourism Management at Ban Na Wiang Yai, Dan Sai District, Loei Province

Vilaiporn Yakampom, Anchatee Kokanuch, Jaruporn Meesuptong — Mon, 05 Jan 2026 00:00:00 +0700

This study aimed to: 1) examine tourist expectations regarding tourism management in Ban Na Wiang Yai, Dan Sai District, Loei Province; and 2) analyze differences in these expectations based on demographic variables including gender, age, origin, education level, occupation, average monthly income, and travel companions. Employing a accidental sample of 369 tourists visiting Ban Na Wiang Yai, data were collected using a questionnaire. Descriptive statistics, including frequencies, percentages, means, and standard deviations, were calculated. Data analysis used inferential statistics by testing the mean with T-test and F-test (One-way ANOVA) and comparing the differences of each pair using LSD (Least Significant Difference) method. The findings indicated: 1) that tourist expectations were highest for attractions, followed by tourism activities and facilities, with accessibility receiving the lowest ratings; and 2) expectations towards tourism management in Ban Na Wiang Yai, Dan Sai District, Loei Province. The research results found that age, average monthly income, and people who traveled together had a statistically significant effect on expectations towards tourism management at the .05 level, while gender, place of residence, education level, and occupation had no effect on expectations towards tourism management.

Storytelling Creation to Communicate Identity of Chinese Ethnic Food to Promote the Community Economy and Tourism Links, Nakhon Si Thammarat Province and Trang Province

Methawee Chamnian, Tamisa Tippaya, Jureeporn Nuanmusik — Mon, 05 Jan 2026 00:00:00 +0700

This research aims: 1) to study the context, origin and identity of Chinese ethnic food along the link connecting Nakhon Si Thammarat and Trang provinces; and 2) to create a story of Chinese ethnic food identity to promote the community economy and tourism links, Nakhon Si Thammarat Province and Trang Province. This research is a qualitative research using interviews with key informants, namely 20 government/private sector agencies and community scholars, and 7 entrepreneurs of Chinese restaurants from 8 identity foods. It is divided into savory and sweet dishes in the areas of Mueang District, Trang Province, Huai Yot District, Trang Province, Na Bon District, Nakhon Si Thammarat Province, and Thung Song District, Nakhon Si Thammarat Province. In Thung Song District, Nakhon Si Thammarat Province, it is the only restaurant that has both savory and sweet dishes. Data collection tools included data recording forms, semi-structured interview forms, and observation recording forms. Data were collected from field visits. and analyze the data by decoding (coding analysis) from the specified questions which consider the consistency and summarizing the issues according to the objectives. The research results found that: 1) the context of the origin of Chinese food, many Chinese people came to Thailand to seek their fortune. It was found that the Chinese came to Trang Province during the reign of King Rama III and especially during the reign of King Rama V to work as laborers on the Trang railway line and then settled there. In addition, Chinese people also came to mine tin in Huai Yot District, Trang Province, and cultivate rubber plantations in Na Bon District, Nakhon Si Thammarat Province. Chinese people therefore settled along the railway's route as in Thung Song District, Nakhon Si Thammarat Province. There is a cultural fusion between ethnic Chinese and local Thai people, including the context of the origin of Chinese food. The Chinese have blended it with the food culture of Thailand in each region, which has affected the identity of Chinese food, both in terms of similarities and differences in menus and beliefs about food; for example, grilled pork is popular in Trang Province, and boiled or stewed pork legs are popular in Nakhon Si Thammarat Province. Alternatively, eating vermicelli noodles on cremation day in Trang Province, and not eating noodles on cremation day in Nakhon Si Thammarat Province, etc. However, there have been changes, adaptations and a blend of Chinese food from different ethnic groups and Thai food, but it also reflects ethnicity, beliefs, geography of origin, traditions and occupations of each ethnic Chinese people; 2) The creation of Chinese food stories under research resulted in the initial data set for each Chinese restaurant, which included the opening period, the signature menu, the methods, the presentation methods and the benefits of the food. The researchers synthesized content creation strategies by telling stories that focused on each restaurant's unique food, wisdom, and value from Chinese national cuisine, storytelling strategies with Chinese identity and storytelling strategies linked to spatial identity and tourism.