JOURNAL OF SOUTHERN TECHNOLOGY

Digital Technology-Based Safety Management Model for Camping Businesses toward Sustainable Tourism

Pimnet Marksarp — 2026-08-08

Nature-based tourism and camping businesses have continuously grown in Thailand, accompanied by increasing safety challenges related to both natural hazards and management practices. This study aimed to develop a digital technology-based safety management model for camping businesses within the context of nature-based tourism in Thailand. A mixed-methods approach using an explanatory sequential design was employed. Quantitative data was collected from tourists through questionnaires with non-probability sampling, followed by qualitative data obtained from in-depth interviews with entrepreneurs and relevant public and private agencies with purposive sampling. Data collection was conducted during the year 2024 to 2025 from 469 tourists and 12 key informants representing business operators including key public/private agencies. The findings were synthesized to develop the Digital Technology-Based Camping Safety Management Model (DCSMM), which was subsequently evaluated in terms of appropriateness, feasibility, and effectiveness by key stakeholders. The results indicate that demographic factors and camping experience significantly influence tourists’ safety perceptions and acceptance of digital safety technologies. The proposed DCSMM received high evaluation scores across all assessment dimensions. The novelty of this study lies in proposing an integrated conceptual framework that systematically links digital technologies with camping safety management in nature-based tourism. This model contributes theoretically to safety management literature and practically supports the enhancement of safety standards and sustainable development of camping businesses in Thailand.

Guidelines for Intangible Cultural Heritage Tourism Development in Phipun District, Nakhon Si Thammarat Province

Sarawatsadee Nawakanworrakul — 2026-08-08

Phipun District, Nakhon Si Thammarat Province, has diverse intangible cultural heritage (ICH) resources but lacks a systematic framework for transforming cultural capital into unique and sustainable tourism activities. This research aims to explore and assess the potential of ICH tourism sites in Phipun District, Nakhon Si Thammarat Province, and to propose concrete guidelines for developing the ICH. The study employed a mixed method research approach, collecting quantitative data from a sample of 807 participants and qualitative data from 15 key informants. The findings reveal that Phipun District functions as a living heritage landscape, which integrates intangible cultural heritage such as traditional Thai medicine, local customs, beliefs, and folklore with prominent natural resources, particularly the headwaters of the Tapi River. Nevertheless, a SWOT analysis indicates that despite the area's strengths in cultural capital, community faith, and hospitality, there remain limitations regarding infrastructure accessibility, public relations, and the diversity of tourism activities. The TOWS Matrix analysis and focus group discussions led to the synthesis of tourism development guidelines that emphasize community participation as a core mechanism, driven by the government, private sector, community, and university (G–P–C–U Engagement Network). This research contributes contextual knowledge by defining Phipun District as a "living heritage landscape," where community engagement serves as the central engine for transforming intangible cultural heritage capital into unique tourism experiences, ultimately fostering the sustainable development of secondary cities in the long term.

Guidelines for Festival Design to Enhance Creative Tourism in Thailand

Jitsupa Manugman — 2026-08-08

The transformation of tourist behavior toward the pursuit of experiences has spurred the emergence of a new paradigm in creative tourism. However, academic knowledge regarding festival design that aligns with this concept remains limited. This research, therefore, aims to 1) study festival design in the context of creative tourism in Thailand, and 2) propose festival design guidelines to enhance creative tourism in Thailand. Employing a qualitative methodology with a phenomenological approach, data were collected through in-depth interviews with 17 key informants, supplemented by non-participant observation. The findings reveal that the structure of creative festival design comprises 3 interrelated dimensions: 1) personal design, 2) social design, and 3) physical design. Furthermore, the study synthesizes the 4Ps Festival Design Model for enhancing creative tourism, a strategic framework consisting of 4 processes: 1) Perception, 2) Partnership, 3) Production, and 4) Progression, with community participation as its core element. These findings suggest that festival design has been elevated to a strategic tool, holding significant implications for policy development by the public sector and for practical application by festival organizers to create sustainable value and experiences for both tourists and local communities.

Structural Equation Model of Development Strategies Affecting the Performance of Medium-sized Hotels in Phra Nakhon Si Ayutthaya

Ramnarong Nilgumhaeng — 2026-08-08

The intense competition within the tourism industry in Phra Nakhon Si Ayutthaya Province has significantly constrained the service delivery and competitive capabilities of medium-sized hotel businesses. Consequently, it is necessary to investigate structural service development strategies to enhance operational performance and achieve sustainable efficiency. This research aimed to: 1) examine service development strategies for medium-sized hotels in Phra Nakhon Si Ayutthaya, and 2) analyze and validate the structural components of the strategic service development model for medium-sized hotel businesses; and develop a Structural Equation Model (SEM) of service development strategies and their effects on the performance of medium-sized hotel businesses. A mixed-methods research design was employed, starting with a qualitative phase followed by a quantitative phase. The population comprised medium-sized hotels in Phra Nakhon Si Ayutthaya. A purposive sampling was conducted to obtain 150 hotels (three respondents per hotel), totaling 450 respondents. Data were analyzed using Confirmatory Factor Analysis (CFA) to test the relationships and influences between indicators and model components on business performance of the medium-sized hotels in Phra Nakhon Si Ayutthaya. Findings revealed that among service development strategies, "exceeding customer expectations" was ranked at a high level as the primary priority. Regarding the quality of relationships, "customer trust" received the highest level of agreement. The results of the Confirmatory Factor Analysis confirmed that the structural model is consistent with empirical data, affirming that service development strategies exert the highest total influence on business performance. The structural model demonstrated acceptable fit based on six key indices: χ²= 2205.045 df = 610 χ²/df = 3.615 CFI = 0.819 TLI = 0.803 RMSEA = 0.079; RMR = 0.032 Hoelter = 450. This research provides an empirically validated service strategy prototype, offering a proactive framework for entrepreneurs to enhance competitive advantage and drive tangible growth in terms of policy, revenue, and customer satisfaction.

Sensory Evaluation of Local Food Products in Hua Takhe Community, Lat Krabang District

Watit Intuluck — 2026-08-08

This study aimed to evaluate sensory quality to enhance competitiveness in gastronomy tourism. Specifically, it employed a quantitative design to assess the sensory quality of local food products in Hua Takhe Market Community, Lat Krabang District, Bangkok. The sample consisted of 169 Thai and foreign tourists, selected through purposive sampling. Data were collected using a five-point Likert scale questionnaire. Descriptive statistics, including mean and standard deviation, were employed to analyze the data. It was revealed that the overall sensory quality of the local food product "Railway Fried Rice" (Khao Phad Rot Fai) was rated at a high level ( = 4.01–4.56). Aroma received the highest scores, followed by flavor and texture. Conversely, appearance and presentation obtained relatively lower scores, though still at a high level, indicating opportunities for improvement in visual identity and food presentation. In short, food products in Hua Takhe Community demonstrate strengths in terms of flavor and aroma, representing valuable cultural assets for sustainable gastronomy tourism development, while future enhancements should focus on presentation and storytelling of local food products.

The Development of a Web Application for a Recycling Waste Bank with Life Insurance using Google Apps Scripts of Ban Saphan Phak Community, Mahasawat Subdistrict, Bang Kruai District, Nonthaburi Province

Phairoj Butchiwan — 2026-08-08

This study aims to enhance the efficiency of waste banks through the application of digital technology to develop community innovation, promote life insurance welfare, and support environmental conservation. Specifically, this study aims to: (1) examine the current conditions and user requirements for a web-based application of a recycling waste bank integrated with a life insurance scheme, (2) develop and enhance the efficiency of the web-based application; and (3) evaluate users' satisfaction with the application. The data sources consisted of literature on the Systems Development Life Cycle (SDLC) and waste bank systems. The sample comprised 20 waste bank management committee members and community members, 5 experts in information systems development, and 30 users, including committee members, system administrators, and members. They were selected through purposive sampling. The research instruments included interview questions, a system efficiency evaluation form, and a user satisfaction questionnaire. The application was developed using Google Apps Script, Google Sheets, Google Forms, HTML, and JavaScript. Data were analyzed using frequency, percentage, mean, and standard deviation. The results indicated that the web application consisted of four core functional modules: member management, deposit–withdrawal management, waste data management, and reporting. The overall system efficiency was rated at the highest level (= 4.56), reflecting strong alignment with user requirements, data security, functional reliability, and service capability, respectively. User satisfaction was also rated at the highest level overall (= 4.30), particularly in terms of usability, practical applicability of information, and system design, respectively. Finally, the developed web application effectively supports the operational management of community-based waste banks.

Factors Affecting the Learning Outcomes of Undergraduate Students in the Accountancy Program, Rangsit University

Kessara Supayont — 2026-08-08

Although educational institutions increasingly emphasize enhancing multi-dimensional learning outcomes, a significant gap remains in the systemic understanding of the underlying causal factors. Therefore, it is necessary to investigate the factors influencing students' learning outcomes to guide the development of more effective educational strategies and practices. This research aimed to study the effects of five causal factors—attitude towards learning, learning behavior, learning process, learning support, and self-directed learning—on the learning outcomes of undergraduate students in the Bachelor of Accountancy program at Rangsit University. This quantitative research was conducted with a sample of 230 accounting students selected through stratified random sampling. The research instrument was a 5-point rating scale questionnaire. The data were analyzed using descriptive statistics, Pearson's product-moment correlation coefficient, and multiple linear regression analysis. The results revealed that the majority of the sample were female (85.65%), first-year students (36.96%), and had a cumulative grade point average (GPA) between 3.51 and 4.00 (51.74%). The overall level of causal factors was at a high level. The top three factors with the highest means were attitude towards learning (= 4.28), self-directed learning (= 4.09), and learning process (= 4.08), respectively. The multiple regression analysis indicated that the independent variables could jointly explain the variance in learning outcomes concerning knowledge, skills, personal characteristics, and ethics at 53.2%, 52.5%, 51.1%, and 43.5%, respectively, at a statistical significance level of .05. A key finding demonstrated that attitude towards learning and self-directed learning were significant causal factors affecting all four dimensions of learning outcomes. These findings are beneficial for students' self-development and serve as a guideline for the Bachelor of Accountancy program to formulate policies and plan instructional management aligned with higher education standards. The focus should be on fostering positive attitudes, enhancing self-directed learning capabilities, and developing learning processes that elevate professional technical skills and accounting knowledge.

Analyzing Strategic Educational Management through Place-Based Innovation: An Integrative Conceptual Framework

Soraya Asae — 2026-08-08

Rapid transformations in social, technological, and spatial structures have intensified the challenges confronting educational institutions, particularly in developing management strategies that align with the capacities and limitations of their respective areas. A critical research gap lies in the absence of a comprehensive conceptual framework that explains how place-based innovation can be systematically integrated into educational management. This study aims to review and analyze literature related to school management through area-based innovation, and to examine a conceptual framework that serves as a guideline for developing effective and sustainable school management driven by area-based innovation. An in-depth documentary analysis was conducted using academic publications from 2020 to 2025 retrieved from Scopus, Web of Science, ERIC, and Google Scholar. The analysis focused on extracting key conceptual constructs, implementation strategies, enabling conditions, and administrative constraints. The findings indicate that place-based innovation substantially enhances the alignment between educational practices and local sociocultural and environmental dynamics. Four strategic approaches emerged: community-based learning, Geographic Information Systems (GIS) integration, flexible learning-space design, and innovation-oriented strategic leadership. Success factors include stakeholder collaboration, technological readiness, an innovation-supportive organizational culture, and sustained teacher competency development. Major constraints involve resource disparities, limited specialized expertise, and resistance to organizational change. The synthesis results of this study present an integrated conceptual framework for school management through place-based innovation. This contributes to the expansion of knowledge in context-specific educational administration and serves as a policy and practical reference for school administrators and policymakers in designing sustainable school development strategies aligned with local contexts. Furthermore, future research should emphasize long-term impact studies and cross-contextual comparisons to validate the effectiveness of place-based innovation across diverse educational systems.

Developing an Artificial Intelligence Application Model to Enhance the Service Quality of Elderly Care Businesses in Thailand

Prasong Uthai — 2026-08-08

Thailand has become a complete aged society, resulting in a growing demand for elderly care services. However, businesses face challenges in maintaining service quality, addressing personnel shortages, and utilizing insufficient technology. This research focuses on using artificial intelligence to address these problems. The study aims to 1) design a relationship model among factors of organizational readiness, personnel, technology, and the use of AI in the elderly care businesses in Thailand, and 2) evaluate factors influencing the adoption of AI in the elderly care business in Thailand. This is a mixed-methods research, selecting a sample of 360 personnel working in the elderly care businesses using stratified random sampling and 9 physicians using purposive sampling. The statistical methods used are structural equation modeling and content analysis. The research results show that the designed model has a consistent relationship between organizational readiness, personnel, and technology with the use of AI in the Thai elderly care business. Structural validity testing of confirmatory factor measures revealed that the theoretical measurement model was a good fit for the empirical data (Chi-square = 1.212, NFI = 0.963, CFI = 0.993, GFI = 0.961, TLI = 0.991, RMSEA = 0.024), meeting appropriate index standards for research use. Furthermore, an evaluation of factors influencing the adoption of artificial intelligence (AI) in Thai elderly care businesses indicated that the most crucial factor for successful AI implementation and improved service quality in these sectors is fostering a positive attitude and willingness towards AI among organizational personnel. This research has the potential to develop an AI model suitable for the Thai context, sustainably enhance the quality of elderly care services, and potentially develop into a service platform or action research in the future.

Key Components of Eco-Friendly Hotel Management in Phuket Province

Nongyao Prasomthong — 2026-08-08

The growth of the tourism and hotel industries has increased resource consumption and environmental impacts. Enhancing eco-friendly hotel management is therefore essential for driving sustainable tourism, particularly in Phuket, a world-class tourism destination. This study aims to identify the key components of eco-friendly hotel management in Phuket Province, Thailand. A quantitative research approach was employed, using a structured questionnaire developed based on the Green Hotel Standard and the Green Leaf Certification. The population consisted of 56 certified hotels in Phuket, from which 38 hotels participated in the study. The sample included 380 hotel employees representing various departments and managerial levels. The questionnaire utilized a 7-point Likert scale, and content validity was verified through the Index of Item-Objective Congruence (IOC). Data were analyzed using Exploratory Factor Analysis (EFA). The results revealed seven key components of eco-friendly hotel management: (1) campaign and environmental awareness promotion, (2) media, symbols, landscape, and green spaces, (3) spa and health massage, (4) energy management, (5) water management and wastewater treatment, (6) waste management based on the 3R principle, and (7) environmental management policy. These findings provide strategic guidelines for advancing environmental sustainability in the hotel sector, which contribute to the achievement of Sustainable Development Goals (SDGs), reduce ecological impact, and foster long-term sustainable tourism. The results also offer practical recommendations for hotel managers, policymakers, and tourism stakeholders aiming to enhance eco-friendly practices and environmental responsibility within the hospitality industry. Overall, this research emphasizes the importance of integrating sustainable practices into hotel operations to promote environmental conservation and sustainable tourism development in Phuket.

Artificial Intelligence in the Global Tourism Industry: Impacts and the Case of Thailand

Waret Ruttanavisanon — 2026-08-08

Artificial Intelligence (AI) is increasingly transforming the global tourism industry by revolutionizing how travel is planned, experienced, and managed. This paper provides a comprehensive review of AI applications in tourism worldwide, and includes a focused case study of Thailand’s tourism sector as an illustrative example of a developing destination. By synthesizing existing literature, scholarly articles, and industry reports, this study evaluates how AI technologies enhance operational efficiency, personalize visitor experiences, and support sustainable tourism initiatives. The review identifies key areas where AI has significant impacts, including AI-driven customer service (e.g., chatbots and virtual assistants), predictive analytics for resource management, robotics for operational efficiency, and data analytics for personalized travel experiences. Additionally, the research highlights Thailand's innovative adoption of AI, showcasing strategic projects like AI-based traffic management in Phuket to reduce congestion, smart surveillance for visitor safety, and smart hotels with robotic services. Despite these advancements, the integration of AI presents important ethical considerations, including concerns related to data privacy, algorithmic biases, cybersecurity threats, and workforce displacement. This dual focus on global trends and a developing destination case provides new insights into AI adoption in tourism. The paper emphasizes that while AI offers considerable advantages, the adoption process must be thoughtfully managed through balanced strategies, transparent policies, and inclusive practices. Recommendations for tourism stakeholders include establishing clear ethical guidelines, investing in workforce training, and fostering cross-sector collaboration. Ultimately, this study underscores AI's transformative potential in tourism, bridging global trends with local context.

The Impact of Art-Integrated Activities on Enhancing English Vocabulary: A Case Study of Low Proficiency Thai University EFL Learners

Aleeyas Naepeenae — 2026-08-08

Having a strong vocabulary plays a crucial role in helping language learners achieve proficiency in their target language. This study examined the effectiveness of art-integrated activities in improving vocabulary acquisition and explored learners’ attitudes toward this creative learning approach. A mixed-methods design was employed with 25 low-proficiency English language learners participating in an eight-week intervention. Students completed a vocabulary pre-test and post-test, along with a post-intervention attitude questionnaire featuring both Likert-scale and open-ended items. The quantitative analysis revealed that the participants’ post-test vocabulary scores increased significantly, with the mean score increasing from 29.68 on the pre-test to 34.24 on the post-test (p < .001). The questionnaire results indicated that the learners strongly agreed on the benefits, enjoyment, and motivation derived from the activities. Content analysis of the open-ended responses identified four key themes: increased engagement and enjoyment, improved vocabulary retention, enhanced confidence in language use, and greater self-awareness of progress despite initial challenges. The findings suggest that art-integrated instructional approaches serve as a valuable strategy for vocabulary learning among low-proficiency learners. This approach not only enhances academic outcomes but also fosters a creative learning environment and strengthens learners’ confidence. Therefore, it is recommended that teachers adopt multimodal learning methods to accommodate learner diversity and promote positive attitudes toward language learning.

Designing Digital Experiences for Gastronomy Tourism: A Development Framework for the Hua Takhe Community Platform

Phopdech Rattanataworn — 2026-08-08

In the rapidly evolving digital economy era, Information and Communication Technology (ICT) has transcended its role as a mere utility to become a fundamental driver reshaping tourist behavior and industry landscapes. This transformation is particularly evident among Generations Y and Z, demographic cohorts that prioritize seamless digital connectivity and rely heavily on mobile platforms for every stage of their travel journey, from inspiration to post-trip sharing. This academic paper addresses the critical digital disparity currently hindering the Hua Takhe Community, a distinguished cultural heritage site in Bangkok. Despite possessing high potential for gastronomy tourism through its unique culinary identity and historical canal-side atmosphere, the community suffers from limited digital visibility and low engagement levels. Existing communication channels are fragmented, lacking effective Information Architecture (IA) and User-Centered Design (UCD), which results in a profound Gulf of Evaluation. Consequently, the intrinsic cultural value of the destination is not effectively communicated to, or perceived by, potential high-value visitors. This article proposes a comprehensive conceptual framework for developing a digital platform specifically tailored for gastronomy tourism. By strictly integrating Donald Norman’s Design Psychology principles with the iterative Design Thinking process and the Input-Process-Output (IPO) model, this paper outlines a strategic pathway to transform the platform from a static informational tool into a dynamic experiential bridge. The framework emphasizes the creation of Digital Appetizing Appeal, intuitive interaction design, and immersive storytelling to enhance the User Experience (UX). The ultimate objective is to strengthen the local grassroots economy, ensure the preservation of intangible culinary culture, and establish a sustainable model for community-based tourism in the digital age.

Full Paper 19-2

ประวิตรี ดุกทอง — 2026-08-08