Suratthani Rajabhat Journal

Reviwers

ผู้ทรงคุณวุฒิ — Thu, 06 Nov 2025 00:00:00 +0700

Editorial

Editorial — Thu, 06 Nov 2025 00:00:00 +0700

Linguistic and Cultural Evolution of the Thai Hotel Industry

Krittabhas Khwanyuen — Thu, 06 Nov 2025 00:00:00 +0700

This study explored the intersection of language, culture, and hospitality. By tracing the historical and linguistic evolution of the term “hotel” from its origins to its current Thai adaptation “โรงแรม” (roong-rɛɛm), the study examined the cultural significance within Thai hospitality. The study employed a multidisciplinary approach, combining historical analysis, linguistic study, and cultural exploration to reveal the unique characteristics of Thai hospitality, represented by the concept of “น้ำใจ” (náam jai), which symbolizes generosity and warmth. The findings provided valuable insights into the influence of cultural heritage on contemporary hospitality practices, emphasizing the potential for utilizing “Thainess” to create distinctive and memorable guest experiences and service offering in Thailand’s competitive hotel industry

Authors

แนะนำผู้เขียน — Thu, 06 Nov 2025 00:00:00 +0700

The Effect of Artificial Intelligence on the dimensions of SERVQUAL model and Customer Satisfaction in Luxury Hotels in Thailand

Manjiri Kunte, Nino fan der Made — Thu, 06 Nov 2025 00:00:00 +0700

This research aimed to analyse the role of Artificial Intelligence (AI) as a moderator, examining its influence on the relationship between the SERVQUAL model’s service quality dimensions, AI-related expectations effort expectancy, performance expectancy, social influence, and customer satisfaction within the context of luxury hotels in Thailand. This quantitative study collected data from 400 individuals who have stayed in luxury hotels since the post-pandemic period, utilizing a convenience sampling method via an online survey. The study employed the 17-item SERVQUAL scale, with Pearson correlation and multiple regression analysis used to test the hypotheses.

The findings indicate that Assurance, Reliability, and Empathy are the primary factors predicting customer satisfaction. AI was found to function as a moderator on the impact of 'Tangibles' on customer satisfaction. This result contradicts the initial hypothesis, which posited a negative moderating effect, implying that AI may not diminish the impact of Tangibles as originally anticipated. Luxury hotel managers can utilize these findings to plan and formulate strategies for AI implementation to enhance service quality and customer satisfaction. This study contributes to the literature by filling a knowledge gap regarding the role of AI in relation to the SERVQUAL model and customer satisfaction within the Thai luxury hotel context. The research would benefit from a larger sample size, an expanded scope to include budget hotels, and the adoption of qualitative or mixed methods approaches to gain deeper managerial insights.

The Process of Developing Children's Literature E-books in Collaboration with the Gamification Concept for Learning Management to Enhance Analytical Reading Skills of High School Students

Janjira Havicha — Thu, 06 Nov 2025 00:00:00 +0700

This research aimed to 1) investigate the needs and 2) develop an electronic youth literature book integrated with gamification-based learning management. The study employed a mixed-methods research design. The qualitative research component collected data through interviews with three upper secondary school Thai language teachers. The quantitative research component utilized questionnaires administered to 75 tenth-grade students at the Demonstration School of Phranakhon Si Ayutthaya Rajabhat University. Data were analyzed using descriptive statistics, including percentage, mean (x̄), and standard deviation (S.D.).

The research findings revealed that teachers should utilize modern learning media that attract attention through age-appropriate literature, combined with learning management that applies gamification concepts to stimulate motivation and engagement in learning. Regarding content preferences, the top three genres ranked by students were informative stories (60.53%), fantasy tales (52.64%), and short stories about friendship (52.64%), respectively. The preferred assessment format was exercises, accounting for 43.43%.

The expert evaluation of the electronic youth literature book yielded an overall mean score at the highest level (x̄ = 4.52). The aspects of content accessibility and content quality received the highest mean scores of 4.74 and 4.72, respectively. The analytical reading lesson plan incorporating gamification concepts with the electronic book was also evaluated at the highest level, with an overall mean score of 4.64. Specifically, the learning process management, media and time allocation, and learning activities and assignments received mean scores of 4.80, 4.80, and 4.73, respectively. These results reflect the efficiency and appropriateness of the developed innovation for enhancing Thai language instruction at the secondary level.

The Development of a Project-Based Learning Activity Package Integrated with Digital Media on the Topic of “Changing of Substances” to Enhance Advanced Scientific Process Skills and Learning Achievement of Prathomsuksa 5 Students at Ban Klong Nga School

Kantikan Kumhoykan, Wattana Rattanaprom, Kritsanee Songsawat — Thu, 06 Nov 2025 00:00:00 +0700

The objectives of this research were to: 1) develop a project-based learning activity package integrated with digital media that meets efficiency and effectiveness standards; 2) compare students’ advanced scientific process skills before and after learning with the developed activity package; 3) compare students’ learning achievement before and after learning with the developed activity package; and 4) examine student’s satisfaction with the learning activity package. This study employed a quasi-experimental design using a pre-test and post-test approach. The participants were 22 Prathomsuksa 5 (Grade 5) students at Ban Klong Nga School. The research instruments included: 1) four learning activities packages, 2) five lesson plans, 3) a 30-item advanced scientific process skills test, 4) a 30-item learning achievement test, and 5) a satisfaction questionnaire. Data were analysed using basic statistical methods, including mean , standard deviation and percentage (%).

The results revealed that: 1) the project-based learning activity package integrated with digital media demonstrated efficiency of 86.52/82.22 and an effectiveness index (E₁/E₂) of 0.70, both exceeding the established standard; 2) the mean scores of advanced scientific process skills before and after the intervention were 9.95 and 20.27, respectively; 3) the mean learning achievement scores before and after the intervention were 11.27 and 24.05, respectively; and 4) student’s overall satisfaction with learning with the developed activity packages was at a high level.

Causal Model Relationships Affecting Thai Tourists' Desire to Travel and Revisit Ko Kut in the Context of Perceived Risks from the COVID-19 Situation

Issarapong Poltanee, Umaporn Boonphetkaew — Thu, 06 Nov 2025 00:00:00 +0700

The objective of this research was to develop and examine the causal relationships model influencing Thai tourists’ intention to travel and revisit to Koh Kood under the perceived risks from the COVID-19 situation. This study employed a quantitative research design. Data were collected randomly from a sample of 401 Thai tourists who had traveled to Koh Kood, Trat Province, and were analysed using MIMIC model.

The results revealed that the causal model developed based on the hypothesis was consistent with the empirical data. The relative chi-squared value (CMIN/DF) was 1.94, the goodness-of-fit index (GFI) was 0.93, and the comparative fit index (CFI) was 0.96, the root mean square error of approximation (RMSEA) was 0.04, and the normed fit Index (NFI) was 0.92. The findings revealed that tourists’ willingness to travel and their intention to revisit after they were aware of the risks associated with traveling were statistically significant at the 0.05 level. Factors influencing perceived risk included pre-travel impression, travel intentions, and self-awareness of travel-related risks, with positive path coefficients (β) of 0.66, 0.25, and 0.21, respectively. Together, these three factors explained 97% of the variance in perceived travel risk (R² = 0.97). The findings of this study can serve as a practical guideline for entrepreneurs or stakeholders in the area to enhance service delivery, as well as to prepare through the formulation of policies and plans aimed at raising awareness of travel-related risk that tourists may encounter during their travels.

Guidelines for Enhance of Local Identity to Water-based Tourism in Andaman Cluster of Thailand

Paithoon Monpanthong, Suraporn Mulkunee — Thu, 06 Nov 2025 00:00:00 +0700

This qualitative study, titled “Enhancement of Local Identity for Water-based Tourism in the Andaman Cluster, Thailand” aimed to: 1) examine local identity that can be enhanced to support water-based tourism in the Andaman Cluster; 2) explore opportunities and challenges in promoting local identity for water-based tourism in the Andaman cluster; and 3) to propose guidelines for enhancing local identity to strengthen water-based tourism in Andaman Cluster. The research employed focus group discussions. Key informants included representatives from the public sectors, private sectors, and local communities in the Andaman Cluster – namely Phuket, Phang Nga, and Krabi Provinces – selected through purposive and snowball sampling techniques. Data were analysed using thematic analysis. The results revealed that the shared local identities of the Andaman Cluster are centred on local cuisine, the sea, traditional ways of life, and ethnic diversity. Regarding the opportunities and challenges in enhancing local identity for water-based tourism, the study proposed several guidelines for strengthening local identity, including establishing an ecosystem, developing human resource skills, and promoting government support.

Community Health Impact of Water Supply Management during the Drought: A Case Study in Mae Laoh Watershed, Mae Rim District, Chiang Mai Province

Samart Jaitae — Thu, 06 Nov 2025 00:00:00 +0700

The objectives of this research were to: 1) explore the problems related to water supply resources for domestic consumption; 2) analyse community health impacts resulting from water resource management during drought conditions; and 3) synthesize policy recommendations to reduce and prevent community health impacts from water resource management during drought condition through participatory processes. The research sample consisted of 180 residents, and 29 stakeholders. Research instrument included a questionnaire, informal interviews, and a workshop. Descriptive statistics and content analysis were used to analyse the data.

The results revealed that the main river and its tributaries contained low water levels, slow flow, and turbid. Shallow and artesian wells also showed decreased water levels. Regarding the village water supply system, residents expressed that the available water was not clean and insufficient for their needs. Water resource management during drought condition had both negative and positive impacts on community health. Negative impacts were associated with village water supply operations and household water usage needs, while positive impacts were related to participation in water resource management and conservation. Policy recommendations included increasing the number of water supply committees in each village, providing financial support, promoting equality in water use, and improving communication regarding water supply issues for domestic consumption during drought conditions. Moreover, community leaders and responsible organizations should establish cooperation with local educational institutions.

Factors Affecting the Survival of the Van Rental Business in Southern Thailand from a Balanced Scorecard Perspectives

Somkait Somkliang, Atcharawan Rattanaphan, Tanayu Phuvittayaton — Thu, 06 Nov 2025 00:00:00 +0700

This research aimed to identify the factors that enable the van service or rental business to achieve sustainable survival in the present and the future. The objectives of the study were to: 1) examine business environment factors affecting van rental businesses in southern Thailand; 2) investigate marketing mix factors of van rental businesses; 3) study the factors influencing the survival of van rental businesses; 4) compare van rental businesses survival based on business environment factors; and 5) analyse the marketing mix factors influencing the survival of van rental businesses. The sample consisted of 400 van enterprises, selected through stratified random sampling from a population of 12,650 legally registered van operators in the southern region. The research instrument was a questionnaire, and data were analysed using percentage, mean, standard deviation, and regression analysis.

The findings revealed that: 1) most respondents had an educational level below a bachelor's degree, came from families previously engaged in the van rental business, owned one to three vans, and had been operating in the van rental business for over 15 years; 2) the overall level of the marketing mix factors of the van rental business was at the highest level; 3) the overall level of the survival factors of the van rental business were at the highest level; 4) there were statistically significant differences in opinions at the .05 level among respondents with different levels of education, business experience, and business size; and 5) the marketing mix factors influencing the survival of van rental businesses had a statistically significant influence on the survival of van rental businesses at the 0.05 level and could predict the overall survival of van rental businesses by 83.90 percent.

Factors Influencing Purchase Intentions of Functional Foods Containing Turmeric among the Elderly in Mueang District, Surat Thani Province

Thu, 06 Nov 2025 00:00:00 +0700

The objective of this study was to investigate the factors influencing the intention to purchase functional foods containing turmeric among the elderly in Muang District, Surat Thani Province. The factors examined included attitudes towards purchasing functional foods, conformity to reference groups, perceived behavioural control, and health consciousness. The study employed a quantitative research design. The sample consisted of 200 individuals aged 60 years and above who intended to purchase functional foods containing turmeric. The sample was selected through convenience sampling. Data were collected using questionnaires and analysed using descriptive statistics (frequency, percentage, mean, and standard deviation) and inferential statistics (multiple linear regression analysis) to test the hypotheses.

The results showed that most respondents were female, aged between 60 and 69 years, married, and had an income between 10,001 and 15,000 baht. In addition, 19.50% reported having prior purchasing experience. The hypothesis testing revealed of factors affecting the intention to purchase functional foods containing turmeric among the elderly in Mueang District, Surat Thani Province revealed that the factor of conformity to reference groups (β = 0.31) and the factor of perceived behavioural control (β = 0.48) significantly influenced the purchase intention of functional foods containing turmeric among the elderly in Muang District, Surat Thani Province at the 0.05 level of statistical significance. However, the factors of attitudes towards purchasing functional foods and health consciousness did not affect the intention to purchase functional foods containing turmeric among the elderly in Muang District, Surat Thani Province.

The Development of Creative Product with the Participation of Civil Society in Muang Samutsakorn District, Samutsakorn

Sudthanom Tancharoen, Wittaya Wisutruangdat — Thu, 06 Nov 2025 00:00:00 +0700

The research titled the Development of Creative Products with the Participation of Civil Society In Ban Koh Subdistrict, Muang Samut Sakhon District, Samut Sakhon Province aimed to: 1) establish a civil society network through a participatory process in developing creative products in Ban Kho Subdistrict; and 2) develop creative products for community enterprises that can generate increased income from the existing resources based on the community’s potential. Both quantitative and qualitative method were employed. The quantitative data were collected from a sample group of 400 participants representing all villages, while qualitative data were obtained through interviews with 50 key informants through the snowball sampling method who participated in the research process. Descriptive statistics, including percentage, mean, standard deviation, correlation, and multiple regression, were used for quantitative analysis, while content analysis was conducted for qualitative data from interviews. This study resulted in the establishment of a civil society network through the signing of a memorandum of understanding (MOU) between the President of Bansomdejchaopraya Rajabhat University, the researcher, and the Sheriff of Muang Samut Sakhon, the Farmers Council, the Community Development Office, the District Agricultural Extension Office, the Subdistrict Administrative Organization, and two community enterprises in Ban Kho Subdistrict. These stakeholders collaboratively developed soutions to community production problems and proposed development approaches. The results of the creative product development generated increased income through civil society networks. The creative products derived from fish, namely tilapia pizza and herbal pla-yor (fish sausage) – demonstrated the successful achievement of the research objectives and goals.