Suratthani Rajabhat Journal

Authors

Authors — 2023-12-06

Reviwers

Reviwers — 2023-12-06

Editorial

Editorial — 2023-12-06

The Causal Effect of the Decision-Making for Accommodations of Thai Tourists in the Upper Southern Region of Thailand During the COVID-19 Situation

Tepin Popthawee — 2023-12-06

The research objective was to investigate the causal effect of the decision-making in choosing accommodations for Thai tourists in the upper southern region of Thailand during the COVID-19 situation. It was the quantitative research. The research population was Thai tourists in the upper southern region of Thailand who stayed overnight at the hotel in the upper southern region of Thailand consisting of Chumphon, Ranong, Krabi, Phangnga, Phuket, Surat Thani, and Nakhon Si-Thammarat. The research sample was 400 respondents who were selected by purposive and snowball sampling techniques. Data were collected by online questionnaires with reliability regarding government policy, destination image, service marketing mix, and decision-making of .832, .934, .961, and .749, respectively. The data were analysed by applying the structural equation model (SEM). The research study found that the model fits data very well; Chi-square (X²) = 866.20, p-value = 0.00, X²/df = 1.626, RMSEA = .040, GFI = .913, CFI = 0.965. The causal effect of choosing accommodation consisted of government policy (0.11), destination image (0.58), and service marketing mix (0.40). These three factors positively impacted the decision-making to choose accommodations for tourists during COVID-19. Interestingly, destination image was the highest effect on choosing accommodation for Thai tourists during the pandemic. Furthermore, the measurement of the service marketing mix during the pandemic was only product, price, people, and promotion, contradicting the classic 7Ps. Therefore, the local and national governments should emphasize building a destination image related to the safety of the pandemic resulting in boosting tourist confidence to visit. Accommodation marketers should emphasize product, price, people, and promotion during the pandemic.

Effects of Marketing Communication Factors on the Perception of Phuket Airport’s Image in the Opinions of Foreign Passengers

Kanokwan Srikhwan — 2023-12-06

This article aimed to study the opinions level of foreign passengers towards marketing communications and the image of Phuket Airport, and examine to the impacts of integrated marketing communication on the perception of Phuket Airport image in the perspective of foreign passengers. This research applies a quantitative method. The sample consisted of 400 foreign passengers using services of Phuket Airport. Samples were selected by a convenient sampling method. The tool used was a questionnaire reviewed by 5 experts and 30 units of try-out with the reliability of 0.98. The data were analysed using descriptive statistics, including frequency, percentage, mean, standard, deviation and inferential statistics of multiple regression analysis.

The findings revealed that : 1) marketing communication and airport image were at the high level; and 2) integrated marketing communication in sales promotion, public relations, direct marketing, and IMC interactivity had an effect on perception of Phuket Airport’s image in the opinions of foreign passengers with the statistical significance level of 0.05. They mutually described the variance of perception of Phuket Airport’s image by 59% which had a positive effect on the perception toward the airport’s image in the opinions of foreign passengers. The airport should focus on integrated interactive market communications to create good image awareness in the eyes of international passengers. In the future, companies need interactive marketing communication techniques to attract and interact with consumers to involve consumers by raising awareness, improving image, or creating sales of products and services.

Development of Multimedia to Enhance Competitiveness and Promote Community Tourism in the Hill Zone of Surat Thani Province

Kanokwan Kaewkohsaba — 2023-12-06

The purposes of this research were to collect natural attractions and cultural aspects, develop multimedia for promoting and public natural and cultural tourism, and assess the satisfaction of tourists with multimedia used to promote nature tourism and cultural aspects of communities in the hill zone of Surat Thani Province. This research used a quantitative and qualitative research. The research tool used infographic-animations, videos, and questionnaire to ask opinions from the tourists who stayed in Surat Thani and other provinces. The research found that there were tourist attractions in the mountain zone of Surat Thani Province that cover an area of 3 districts, namely Khiriratnikhom District, Bantakhun District and Phanom District, and comprised 28 natural attractions and 9 cultural attractions. The tourist attractions information has been designed and developed into 2 multimedia formats which were infographic animations for promoting natural attractions which is about 6.43 minutes long, and a 10.16-minute video for promoting cultural attractions. The multimedia were taken to assess the satisfaction from 400 tourists and people who were interested in tourism. The satisfaction with infographic animations was very satisfying at the level of =4.35, and a standard deviation of 0.65(SD=0.65). Their satisfaction with the videos also showed the high level of satisfaction with the mean of 4.40 (=4.40), and a standard deviation of 0.65 (SD = 0.65). It was additionally found that the level of interest in tourism among tourists before and after viewing the infographics animations and videos was significantly different.

The Motivation of Thai Tourists for Health Tourism in Khao Chai Son Hot Spring, Phatthalung Province

Issarapong Poltanee — 2023-12-06

The objectives of this research were to study the motivation of Thai tourists for health tourism at Khao Chaison Hot Spring in Phatthalung Province and compare the demographic characteristics on the pushing and pulling motivations of health tourism at Khao Chaison Hot Spring. The sample group used in this research consisted of 381 Thai tourists visiting Khao Chaison Hot Spring. Questionnaires were used to collect data using an accidental sampling method. The questionnaire has a reliability value of between 0.807 and 0.854. The data was analyzeds by descriptive and inferential statistics.

The results showed that most of the respondents were female, aged 31–40 years, single status, with a bachelor's degree, working as civil officers and state enterprise employees, earning between 20,001 and 30,000 baht. Most of them used to visit the hot spring. They used a private car, travelling with their families, spending less than 500 baht, and considering to come back again. The results of the comparison of the level of motivation to travel to Khao Chaison Hot Spring according to personal factors with more than two population groups found that different gender, age, status, and income factors had different levels of motivation for visiting Khao Chaison Hot Spring at a statistically significant level of .05.

Factors Influencing the Decision-Making of Travelling Among Tourists to the Community-Based Tourism in the New Normal of Thum Phueng Village, Phanom District, Surat Thani

Paloch Pengkaew — 2023-12-06

his research aimed to study the demand for service marketing mix and external factors of the government sector of community-based tourism in the new normal tourism, and examine the influence factor on the decision-making among target tourists for traveling to community-based tourism in the new normal. The research samples were 385 Thai tourists. The research instrument utilized for data collection was a questionnaire with a reliability level of 0.7. The data used for analysis were frequency, percentage, mean, and standard deviation. The multiple regression analysis was used as the statistical test. The results revealed that the level of demand for the service marketing mix was at the highest level ( = 4.32, S.D. = 0.579). The level of demand for external factors of the government was at the highest level ( = 4.27, S.D. = 0.735). The results also revealed that the factor of service marketing mix including the product aspect, price aspect, marketing promotion aspect, physical aspect, and service process had a statistically significant effect on decision making (p<0.01). The external factors of informational access, budgets support, public holidays and infection control had a statistically significant influence on decision making for traveling (p<0.01).

Product Development Guidelines for Career Building and Upgrading to Community Product Standards: A Case Study of Salted Egg of Ethical Career Group: Ban Na San District, Surat Thani Province

Pongpipat Makchouy — 2023-12-06

The research on product development guidelines for career building and upgrading to community product standards of salted eggs of the Ethical Career Group, Moo. 7, Ban Nong Sin Chai, Thung Tao Mai Subdistrict, Ban Na San District, Surat Thani Province aimed to 1) study the standard recipes, brand, and packaging designs of salted egg products, 2) develop a prototype of products in distribution under the guidelines for upgrading community products to OTOP products, and 3) propose guidelines for upgrading community products towards OTOP products and receiving the Thai Industrial Standard Institute (TISI) in the future. There were five participants in the interview about the salted egg product standard recipes. There were 15 participants in developing the standard recipes and prototype products. A sample of 384 consumers were asked to answer the questionnaire about their satisfaction and various suitability of prototype products.

The results found that the development of standard recipes and a prototype product was under the name Nong Sin Chai, "salted eggs" that determined standard recipes. The one standard recipe could produce 60 salted eggs and was easy to prepare raw materials. It could control the quality and production quantity and reduce the waste of raw materials from the production process. Packaging, branding, and product labelling were designed and developed under the guidelines for upgrading community products and the needs of community groups: 1) choosing low-cost packaging, 2) identifying complete details about the product, and 3) making the attractive product that can be sold at a higher price than before.

Guidelines for upgrading community products could perform for requesting registration as a community enterprise, preparing for product registration requests with the Food and Drug Administration (FDA) and selecting the OTOP products' classification, or asking for the TISI certification under the rules and conditions in the future.

Promoting Marketing Factors for Community Products that Meets Consumer Behaviour in Chumphon Province

Chantawan Engchuan — 2023-12-06

This study was a mixed method, it composed of qualitative and quantitative methods. Data were collected by interviewing 30 community entrepreneurs in Chumphon Province. A survey of 400 consumers was selected specifically for consumers who had purchased online community products. Data were collected between February and April 2022. Quantitative data were analysed by mean, standard deviation, chi-square, t-test, F-test. The results of the research revealed that 70%, distribute community products using an offline channel. Community entrepreneurs sell products at fairs 30% and 30% of entrepreneurs distribute their products through Facebook, and Line.

The 55.3% of consumers bought community products once a month; 74.5% spent less than 500 baht in budget for community products; 46.0% bought community products during festivals; 58.3% bought community products for own use; 64.0% buy community products via Facebook; 74.3% pay on delivery for online community products. 400 consumers had an overall opinion of the 8Ps at a high level. Gender factors and the level of education were correlated with consumer behaviour in all aspects at the statistical significance of .05. All factors of the marketing mix were correlated with all aspects of consumer behaviour at a statistically significant level of 0.01. Community entrepreneurs can apply the 8Ps factors in distributing community products through social media and e-commerce. Payment-on-delivery channels should be added to reach more consumers.

Moderating Role of Perceived University Support on the Relationship between Entrepreneurial Characteristics and Entrepreneurial Intention among Undergraduate Students in Southern Thailand

Siriluck Thongpoon — 2023-12-06

The objectives of this research were to determine 1) the level of entrepreneurial intention among undergraduate students in Southern Thailand; 2) factors influencing entrepreneurial intention among undergraduate students in Southern Thailand; and 3) the moderating effects of perceived university support on the relationship between entrepreneurial characteristics (behavioral and psychological) and entrepreneurial intention. Five hundred surveys were provided to students selected to represent undergraduate students at southern universities. The author used descriptive statistics and hierarchical multiple regression. The findings indicated that pupils possessed a high level of entrepreneurial intent. The behavioral elements were slightly more prominent than the psychological components. Meanwhile, perceived university support was simply described as neutral. Additionally, entrepreneurial ambition was substantially influenced by subjected norm, perceived behavioral control, internal locus of control, innovativeness, and tolerance for achievement. Surprisingly, perceived university support had no effect on the correlations between independent and dependent variables that were moderated.

Factors Related to Risk Management of Sugarcane Farmers’ Households in Northeastern, Thailand

Piyada Naewprasert — 2023-12-06

The paper investigates factors influencing the risk management of sugarcane farmers’ households in Northeastern, Thailand. The study was conducted quantitatively within household-level analysis unit. The study was carried out with 384 households derived by selecting 5 areas in the provinces where the number of sugarcane farmers was the highest and where sugar mills were situated. The inventory of sugarcane households was made by the systematic sampling method. The data was collected through scheduled interviews, which were conducted from June until November 2021. The data was then analyzed by the descriptive and multiple regression analysis methods. The findings indicated that the average score of the overall risk management of the sugarcane farmers was 113. The result also found 9 factors that influenced risk management with statistical significance at the level of 0.05, there are the highest number of years of education of the household members (0-17 years), the total area of sugarcane plantation, The number of technology used in sugarcane production, Income per 1 rai of land, Knowledge in the sugarcane production system, Support from governmental organizations, Support from the mill, Support from the community/network, Impact from entering contract farming system

Willingness to Pay Travel Insurance Addendum for Coronavirus Disease 2019 Illness Coverage in the Greater Mekong Subregion

Komsit Kieanwatana — 2023-12-06

This research aimed to determine the willingness to pay (WTP) to purchase a travel insurance addendum for Coronavirus Disease 2019 illness coverage in the Greater Mekong Subregion and investigate factors that might influence the WTP for this study. The bidding games technique was employed to assess the value of WTP. Furthermore, multiple regression analysis was used to determine the value of WTP and the relationship between the WTP and factors that might affect it. Data were collected from 400 Thai tourists who experienced buying travel insurance for traveling in the Greater Mekong Subregion. The finding of the study indicated that the travel insurance addendum was 26.47 baht per trip. The multiple regression analysis reported statistically significant models for age (Beta = .222, T = 4.092, p = 0.004) at the level of 0.05. The multiple coefficients of the determinant (R²) were 3.2%.