MUT Journal of Business Administration

Guidelines for Developing a Health Tourism Business Management Model in Communities to Promote the Sustainability of the Community-Based Tourism Network in Lampang Province

2025-06-27T09:13:11+07:00

The objectives of this research were 1) to study tourists’ the perception behavior, health tourism management, the potential of community-based health tourist attractions, tourists’ satisfaction, and the sustainability of health tourism in communities in Lampang Province, 2) to examine the influence of tourists' perception behavior, health tourism management, the potential of health tourist attractions in the communities, and tourists’satisfaction on the sustainability of health tourism in the communities in Lampang Province, and 3) to explore ways to develop a sustainable health tourism business management model in communities in Lampang Province. A mixed methods research approach was employed. For the quantitative method, questionnaires were distributed to 400 tourists across 13 districts, one community per district, in January 2024. Multi-sage sampling techniques were used, including purposive sampling, quota sampling, and accidental sampling. For the qualitative method, in-depth interviews were conducted with 30 individuals, including community leaders, entrepreneurs, and representatives from the Tourism and Sports Office of Lampang Province, in February 2024. A focus group discussion was also held to gather additional qualitative insights. The path analysis was used for hypothesis testing. The research revealed that 1) overall tourists’ perception behavior was at the highest level, while health tourism management, the potential of health tourist attractions, satisfaction with the health tourism business management model, and the sustainability of community-based health tourism were all at a high level, 2) tourists’ perception behavior and the potential of health tourist attractions in the communities had a direct positive influence on tourists' satisfaction with the health tourism business management model in the communities, and tourists' satisfaction on the health tourism business management model had a direct positive influence on the sustainability of health tourism in Lampang Province communities, with a statistical significance of 0.01 and 3) emphasis should be placed on researching and forecasting tourists’ behavior in community-based health tourism, presenting and developing tourism products and the potential of health tourist attractions, and health tourism management in the communities. These operations contribute to the sustainable advancement of health tourism in the communities.

Willingness to Pay for COVID-19 Insurance Premiums after the COVID-19 Pandemic

2025-06-27T09:29:41+07:00

This study on willingness to pay for COVID-19 insurance premiums after the COVID-19 Pandemic aims to examine the level of willingness to pay and factors influencing consumers' decisions. Data were collected through online questionnaires validated using the IOC and Cronbach's alpha coefficients. A purposive sampling method was used to target individuals aged 18 and over, resulting in a total sample of 449. This research employed the Contingent Valuation Method (CVM) to analyze the level of willingness to pay, and regression equations was used to identify the factors influencing consumers' willingness to pay for COVID-19 insurance premiums in the post-pandemic period.

The analysis revealed that the average level of willingness to pay COVID-19 insurance premiums was approximately 3,181.58 baht per year, while the median of the willingness to pay was approximately 1,923.32 baht per year. Among those willing to purchase COVID-19 insurance, the primary reason cited was to reduce the burden of medical expenses in case of infection. On the other hand, those unwilling to purchase COVID-19 insurance mainly stated that it was because COVID-19 had been declared an endemic disease. Regarding the factors influencing willingness to pay, income level, annual health insurance expenses, and the level of adherence to government health guidelines were positively associated with willingness to pay. In contrast, education level, efforts to seek knowledge about illness prevention and control, and age were negatively associated with willingness to pay.

The Effect of Knowledge-Oriented Leadership on Knowledge Management Capacity and Organizational Innovation: The Case of National Telecom Public Company Limited

2025-06-27T09:50:43+07:00

This research aimed to examine the impact of Knowledge-Oriented Leadership on the Knowledge Management Capacity and Organizational Innovation at National Telecom Public Company Limited. In addition, it investigated the mediating effect of Knowledge Management Capacity in the relationship between Knowledge-Oriented Leadership and Organizational Innovation of division managers of National Telecom Public Company Limited. The research employed a quantitative approach, using a questionnaire as a tool to collect data from the division managers at National Telecom Public Company Limited, covering 16 lines of work with a total of 250 samples. Due to limitations in collecting data from division managers in both central and regional offices, it was not possible to gather data from all division managers. Therefore, the stratified random sampling was used. The questionnaires were sent via email, and responses were obtained in proportion to the number of division managers in each line of work. Data analysis was conducted using the AMOS version 26 program. Statistical analyses included frequency, percentage, mean, standard deviation, and Structural Equation Modeling (SEM). The research findings indicated that Knowledge-Oriented Leadership had a significant positive influence on Knowledge Management Capacity and Organizational Innovation among division managers of National Telecom Public Company Limited. Additionally, Knowledge Management Capacity was found to have a partial mediating effect on the relationship between Knowledge-Oriented Leadership and Organizational Innovation. The results of this study can be applied to develop Knowledge-Oriented Leadership in organizations to enhance Knowledge Management Capacity and Organizational Innovation sustainably.

A Survey of General Aviation Airport Services in the United States as a Guideline for Implementation in Thailand

2025-06-27T10:01:43+07:00

This research aims to survey and analyze general aviation airport services in the United States and to estimate the appropriate number of general aviation airport services in Thailand. Purposive sampling was used to collect data from municipal general aviation airports in the United States with a single runway, covering all 51 states, totaling 696 airports. Data were analyzed using frequency, percentage, maximum and minimum values, and the K-nearest neighbor method was applied to estimate the number of services suitable for Thailand.The results showed that the number of states with the fewest general aviation airports, zero (no airports in that state), is six. These states are Delaware, the District of Columbia, Hawaii, Maryland, Rhode Island, and Vermont.The number of states with the most general aviation airports, 72, is one. This state is Texas. The number of general aviation airports with the shortest distance from the city, 0 meters (the airports are located in the city center), is 28. The number of general aviation airports with the greatest distance from the city center, 56,327 meters (approximately 56 kilometers), is one. Regarding the number of services provided, 180 airports provided 1 service. 221 airports provided 2 services. 13 airports provided 3 services. 193 airports provided 4 services. 36 airports provided 5 services, and 18 airports provided 6 services. Based on the analysis, general aviation airports in Thailand should ideally provide four types of services: aircraft parking, refueling, airframe maintenance, and powerplant maintenance.

Marketing Strategy Development of Artificial Silk Cocoon Products of Ban Khokkhid Artificial Silk Cocoon Community Enterprise, Talat Noi Subdistrict, Ban Mo District, Saraburi Province

2025-06-27T10:10:46+07:00

This research aims to examine the potential and develop marketing strategies of artificial silk cocoon products of the Ban Khokkhid Artificial Silk Cocoon Community Enterprise, located in Talat Noi Subdistrict, Ban Mo District, Saraburi Province. The study employed participatory action research (PAR) with a total of 16 key informants from three groups: 1) a local expert in the production of artificial silk cocoon products at the Ban Khokkhid Artificial Silk Cocoon Community Enterprise and community leaders; 2) an expert in community product design; and 3) a marketing expert in community-based products. Data were collected through focus group discussions based on the PDCA quality cycle framework and verified using data triangulation. The data were analyzed using content analysis.

The research findings revealed that: 1) the artificial silk cocoon products of the Ban Khokhid Artificial Silk Cocoon Community Enterprise possess strong potential and opportunities for business sustainability, leading to the decision to expand production; and 2) marketing strategies were developed to position the products as natural, diverse community items with innovative, attractive, and modern designs suitable for contemporary use. A new product line “dairy cow–patterned artificial silk cocoon dining set” was created. The dairy cow pattern reflects the local identity of Saraburi through the use of silk cocoons dyed black with ebony fruit.

Causal factors influencing the performance of hotel businesses in Nakhon Phanom Province

2025-06-27T10:17:41+07:00

This research aimed to study the effects of causal factors on the business performance of hotels in Nakhon Phanom province. A quantitative approach was employed, focusing on the relationships among customer orientation, service quality, customer loyalty, and business performance. The sample consisted of 398 customers who had previously used hotel services.The research instrument was a questionnaire, which was tested for reliability using Cronbach’s alpha coefficient, which yielded values between 0.72 and 0.80, indicating good internal consistency and reliability. Data were analyzed using descriptive statistics, Pearson’s correlation coefficient, and Structural Equation Modeling (SEM).The results revealed that customer orientation had a direct positive influence on customer loyalty, and customer loyalty had a direct positive influence on business performance. Furthermore, both customer orientation and service quality had indirect positive effects on business performance through customer loyalty. However, service quality did not have a statistically significant direct influence on customer loyalty.This may be because hotels in the area offer similar levels of service quality, making it a less significant differentiating factor for customer loyalty. The findings highlight the importance of customer orientation and the cultivation of customer loyalty as key drivers in enhancing hotel business performance.These insights can serve as a strategic guideline for marketing planning and service development, ultimately contributing to sustainable competitive advantage in the hotel industry.

Driving Business with an Economic Model for Sustainable Development A Case Study: Chiang Mai Rock Climbing Adventure Company Limited

2025-06-27T10:27:25+07:00

The objectives of this research are to examine the operations of Chiang Mai Rock Climbing Adventure Company Limited (CMRCA) and to validate a structural equation model of the economic model for sustainable development in relation to the company’s performance. A mixed-methods approach was employed. The qualitative research involved in-depth interviews with 16 purposively selected executives of CMRCA to explore the company’s operations in accordance with the economic model for sustainable development. The quantitative research was conducted to survey the actual operational conditions using questionnaires distributed to 396 stakeholders of CMRCA. Qualitative data were analyzed using grounded theory and inductive reasoning, while quantitative data were analyzed using confirmatory factor analysis and structural equation modeling.

The results revealed that the sample group perceived the operations of CMRCA at a high level, with financial aspects rated highly and non-financial aspects rated the highest. The structural equation model of the economic model for sustainable development and its impact on the company's performance was found to be consistent with the empirical data, comprising 25 variables and 5 confirmed factors. The green economy significantly influenced both financial and non-financial performance.The value of this research lies in demonstrating the relationship between the economic model for sustainable development and business performance in the sports industry, thereby fostering confidence among entrepreneurs to drive their businesses in alignment with the economic model for sustainable development.

The Influence of Chinese cultural elements on Digital Cultural and Creative Products towards the Consumption of the Millennial Generation in China: A Case of a Digital Game

2025-06-27T10:34:39+07:00

This study investigates the influence of Chinese cultural elements in digital games on the consumption behavior of the Millennial Generation in China, with a particular focus on digital cultural and creative products (CACP). The research aims to: (1) explore the motivations of Millennials to engage with digital games that incorporate Chinese cultural elements within Digital Cultural and Creative Products (CACP); (2) examine how these Chinese cultural elements influence the consumption and experiences of Millennials through their participation in digital games; (3) develop recommendations to enhance Millennial engagement with digital games featuring Chinese cultural elements on Digital Cultural and Creative Products (CACP).

The research employed a mixed-methods approach, combining both quantitative and qualitative methods. A total of 335 respondents were surveyed using questionnaires, followed by in-depth interviews with five core gamers to gain deeper insights into their attitudes toward the integration of Chinese cultural elements in digital games. The results of the quantitative analysis indicate that both utilitarian and hedonic motivations are significantly influenced by Chinese cultural elements, which, in turn, positively affect Millennials’ consumption of digital games. The structural equation model reveals that Chinese cultural elements exert both directly and indirectly influences on consumption behavior, with hedonic motivations accounting for a significant portion of this effect. Furthermore, the qualitative findings highlight that cultural elements enhance players’ immersion and emotional connection with the game, particularly when these elements are meaningfully integrated into gameplay and narrative. These insights are valuable for game developers and marketers aiming to optimize their products for the Millennial demographic by aligning game content with cultural identities and emotional engagement.

The Influence of Digital Ethics Perception on Brand Trust and Brand Loyalty: A Case Study of FinTech in Thailand

2025-06-27T10:44:41+07:00

This study aims to: (1) examine the level of digital ethics perception among fintech users in Thailand; (2) analyze the influence of digital ethics perception on brand trust and brand loyalty; (3)investigate the role of brand trust as a mediating variable; and (4)propose digital ethics management guidelines for financial institutions utilizing fintech.The research employed a quantitative methodology, collecting data through online questionnaires from 444 fintech users in Thailand who had used fintech services at least once within the past year.The sample size was determined according to Kline’s (2015) guideline, which proposes a ratio of 10 participants per estimated parameter or observed variable. The content validity index ranged from 0.67 to 1.00, and Cronbach's Alpha was 0.942. The data were analyzed using structural equation modeling.

The findings revealed that the sample comprised 49.5% female, 49.1% male, and 1.4% LGBTQ+ respondents. Digital ethics perception was at the highest level ( = 4.39, SD = 0.51). Among the measured variables, brand trust scored the highest ( = 4.40, SD = 0.55), followed by digital ethics perception ( = 4.38, SD = 0.54) and brand loyalty ( = 4.37, SD = 0.57). Digital ethics perception had a significant positive influence on brand trust (β = 1.112, p < 0.001) but no direct effect on brand loyalty (β = 0.061, p = 0.705). However, it had an indirect effect on brand trust (0.935), with a total effect of 0.997. Brand trust significantly influenced brand loyalty (β = 0.841, p < 0.001), explaining 87.2% of the variance in brand loyalty (R² = 0.872). The refined model showed that digital ethics perception influenced brand trust (β = 1.113, p < 0.001), and brand trust influenced brand loyalty (β = 0.894, p < 0.001), explaining 87.5% of the variance in brand loyalty (R² = 0.875).

Multi-Agent Interaction in the Digital Entrepreneurial Ecosystem and Digital Re-Entrepreneurial Intention in Jiangxi Province, China: The Roles of Opportunity Belief and Episodic Future Thinking

2025-06-27T10:55:53+07:00

Understanding how to prompt entrepreneurs' re-entry into digital entrepreneurship is the key to revitalizing the future economy.The interaction among multiple external agents is related to re-entrepreneurship. Therefore, this study investigated the relationship between multi-agent interaction within the digital entrepreneurial ecosystem and digital re-entrepreneurial intention in Jiangxi Province, China, and the moderating roles of opportunity belief and episodic future thinking. The data were collected from digital entrepreneurs in Jiangxi Province, China, in May 2024 using purposive sampling methods. A total of 327 valid questionnaires were obtained, yielding a validity rate of 93.42%.

The results show that multi-agent interaction within the digital entrepreneurial ecosystem, particularly interactions among digital entrepreneurs, government, partner companies, digital users, intermediaries, universities, and research institutes, is positively correlated with the digital re-entrepreneurial intention in Jiangxi Province, China. Opportunity belief does not have a moderating effect on this relationship, whereas episodic future thinking has a significantly positive moderating effect. This indicates that entrepreneurs in Jiangxi Province, China, require not only effective multi-agent interaction within the digital ecosystem but also the ability to envision the future in order to fully enhance their intention to continue entrepreneurship in the online environment.Therefore, it is suggested that within the digital entrepreneurship ecosystem, the focus should be on building policies to support digital re-entrepreneurs, as well as special training programs for them to build episodic future thinking, in order to effectively enhance the success rate of digital re-entrepreneurship in the digital ecosystem. Finally, the research findings can effectively promote digital re-entrepreneurship among entrepreneurs and provide valuable support to future local digital economy practices in Jiangxi Province, China, thereby making a certain theoretical and practical contribution.

A Comparative Analysis of the Brand Personalities of Mobile Network Operators in Thailand Using Generative AI: A Case Study of AIS and True

2025-06-27T12:53:15+07:00

This research aims to analyze and compare the brand personalities of mobile network service providers in Thailand, including Advanced Info Service Public Company Limited and True Corporation Public Company Limited, using Large Language Models, a type of generative AI, as evaluators, commonly known as LLM-as-a-Judge. The models used include ChatGPT, Copilot, and Gemini. The brand “Mama” is included as a control brand for contextual comparative analysis. This research employs content analysis techniques and triangulation under the framework of brand personality. The analysis results show that the three models reflect brand personalities differently in each system. For instance, AIS is evaluated as a brand that stands out in the brand personality dimensions of innovation, professionalism, and social responsibility, while True is perceived as a brand with the personality dimensions of reliability, friendliness and innovation. “Mama”, an instant noodle brand, conveys the brand personality dimensions of friendliness, modernity, and value for money. The findings support the potential of LLM-as-a-Judge in qualitative brand analysis and suggest using it in conjunction with human methods for accuracy and depth of results.

Causal Factors Influencing Customer Loyalty in the International Freight Forwarding Business: The Mediating Roles of Customer Satisfaction and Customer Engagement

2025-06-27T13:04:54+07:00

This study aims to investigate the causal factors influencing customer loyalty in the international freight forwarding business by examining the effects of logistics service quality and customer relationship management on customer loyalty, with customer satisfaction and customer engagement serving as mediating variables. An online questionnaire was employed as the primary instrument for data collection. The study population consisted of 400 international import-export entrepreneurs who utilize international freight forwarding services. Convenience sampling was employed by distributing the questionnaire via email to the target group. Data were analyzed using Covariance-Based Structural Equation Modeling (CB-SEM) to examine the causal relationships among variables and to assess model fit using various indices, such as CMIN/df, RMSEA, CFI, and TLI.

The research findings revealed that customer engagement had the strongest direct positive effect on customer loyalty, followed by customer satisfaction. Logistics service quality demonstrated direct effects on both customer satisfaction and customer engagement, while customer relationship management showed no direct effect on customer satisfaction but had a direct effect on customer engagement. Additionally, customer satisfaction and customer engagement played a partial mediating role between logistics service quality and customer relationship management with customer loyalty. These findings suggest that entrepreneurs should focus on developing logistics service quality across three dimensions: capability, process, and outcome quality, alongside developing customer relationship management systems that emphasize engagement creation, in order to establish sustainable competitive advantages through the enhancement of long-term customer loyalty.