Nimitmai Review Journal

Creation of Content for Infographic Videos on TikTok to Promote Products of Pak Tho Organic Community Enterprise

2025-08-18T20:10:47+07:00

Organic agricultural community enterprise groups in Thailand that produce chemical-free vegetables, fruits, and food products often struggle to publicise their products to consumers. Therefore, developing media to promote and publicise such products is crucial. The objectives of this study on the development of infographic video media are to 1) create content for infographic video media to publicize the products of Pak Tho Organic Community Enterprise and 2) evaluate satisfaction with the created infographic video. The research instrument used was a questionnaire to collect data from a sample group using the accidental sampling method and asking for their voluntary consent to answer the questionnaire. The sample group consisted of 30 participants. Data analysis was employed to calculate the mean and standard deviation of the statistics. The results are: 1) The perception of the information about the products of Pak Tho Organic Community Enterprise, which was disseminated through an infographic video, was at a high level, with an average score (𝑥̅ = 4.1, S.D. = 0.31). 2) The sample group showed high satisfaction with the infographic video, with a mean of 3.9 and a standard deviation of 0.3 (𝑥̅ = 3.9, S.D. = 0.3). The researchers concluded that the designed and created infographic video played a significant role in publicizing and promoting the Pak Tho Organic Community Enterprise products, making them well-known. The next study should consider additional factors that are expected to be related to video content creation on internet platforms in order to achieve even greater precision. Data should be gathered through in-depth interviews and a group-specific questionnaire. Separate sets of questions should be issued for TikTok users and non-TikTok users to obtain clear and accurate information consistent with reality.

Factors influencing Working Age’s Decision Making in Digital Asset Investments: a study of Fraction Ownership in Thai Property

2025-08-18T17:41:47+07:00

The research aims to study the factors influencing working-age individuals' decision-making in digital asset investments, focusing on fractional ownership in Thai property. This study is expected to provide valuable insights and serve as a guideline for future investments in Thailand's digital property sector. Data for this study were collected using an online questionnaire, which was distributed to 402 respondents, including 236 experienced investors and 166 inexperienced investors. The data were analyzed using descriptive statistics, and hypothesis testing was performed using inferential statistics. The findings revealed that experienced investors had a higher level of knowledge regarding property asset tokenization than inexperienced investors. Moreover, a positive relationship was observed between knowledge levels and increased awareness of property asset tokenization, particularly among inexperienced investors. Notably, the research also discovered that while experience in investment and awareness of property asset tokenization were important, they did not significantly influence the level of concern about property asset tokenization among respondents. Furthermore, the study examined the impact of the marketing mix factors (7Ps) on property asset tokenization. It was found that the price alignment with the property’s location and type directly affected the concerns regarding property asset tokenization. The analysis also showed that experienced investors placed more emphasis on factors such as the location, post-investment value, and potential capital gain when making investment decisions. This indicates that experienced investors are more likely to consider a broader range of factors compared to inexperienced investors, who may be more focused on the fundamental aspects such as awareness and basic knowledge of tokenization.

The Impact of Cultural Intelligence on Team Performance: An Analysis of the Mediating Effects of Intercultural Communicative Competence and Team Cohesion among Chinese Automotive Enterprises in Thailand

2025-10-09T19:48:35+07:00

This study investigates the influence of cultural intelligence (CQ) on team performance among Chinese automotive enterprises operating in Thailand. Drawing on a structural equation modeling (PLS-SEM) approach, the research explores the mediating roles of intercultural communicative competence (ICC) and team cohesion (TC). A survey was conducted among Chinese expatriate managers and Thai local employees in joint ventures and wholly foreign-owned enterprises. The findings reveal that CQ has a significant positive effect on team performance both directly and indirectly through enhanced communication and team cohesion. This study contributes to the international business and cross-cultural management literature by providing empirical evidence on how CQ functions as a strategic asset in multicultural team contexts, particularly in the automotive industry in Southeast Asia. Limitations of the Study. One limitation pertains to the sampling method. The study employed a convenience sampling method, with participants primarily being Chinese employees working in Chinese automotive enterprises in Thailand. This sampling approach may introduce bias, limiting the generalizability of the findings. Future research could employ more robust sampling techniques, such as random or stratified sampling, to enhance the representativeness of the sample and the reliability of the results.Another limitation is the cross-sectional nature of the study. With data collected at a single point in time, the ability to infer causality is restricted. Future research could adopt a longitudinal design, collecting data at multiple time points to more accurately assess the dynamic relationships between CQ, ICC, TC, and TP. Lastly, focusing on Chinese automotive enterprises in Thailand, this study\'s findings may not be readily applicable to other industries or regions. Future research could explore different industry and geographical contexts to validate the universality of the results.

Factors influencing on Businesses Performance of hotels in Bangkok

2025-10-07T10:53:15+07:00

This Research Article had objectives of this research were to 1) study the performance of hotel operation based on the significant level of leadership and innovation utilizing a Casual Model, and 2) study the factors that have an influence on business performance of hotels in Bangkok. The research employed quantitative methodology. The quantitative sample was obtained by using stratified sampling, consisted of 331 hotels that were members of the Thai Hotel Association in 2024. The room division managers or equivalent in each hotel were requested to complete a questionnaire type survey. The questionnaire with 7 rating scales was used as a research instrument to collect data from a sample of 131 respondents. Descriptive statistics such as percentage and mean were employed to study the perceived importance of variables, and Structural Equation Modeling by AMOS was employed to test the hypothesis. The research found that 1) Leadership, innovation and hotel business performance were rated at a “high” level. (2) The result of this Casual Model for business performance of hotels in Bangkok correlated with the empirical data at the “good” level. (χ2 = 16.124, df = 10, p = .096, RMSEA = .069, GFI = .970), and (3) Leadership had a direct influence on innovation and hotel business performance. Leadership was, however, found to indirectly influence hotel business performance via innovation. Suggestions may include additional causal factors such as employee job satisfaction and organizational climate to determine how leadership, employee job satisfaction, and organizational climate influence business performance.

Digital Currency Bitcoin and Rulings According to Islamic Provisions

2025-11-08T19:25:58+07:00

Currently, digital currencies have gained extremely high popularity, Bitcoin and others. For those who follow Islam, there is also a need to conduct transactions or invest in such digital currencies. This necessitates a study of whether such issues are prohibited according to Islamic provisions or not. Research Objectives: 1) To study the characteristics of Bitcoin and rulings according to Islamic provisions. This is a qualitative research approach, studying literature and related Islamic provisions, as well as using in-depth interview methods with relevant personnel. Research Results: The study found that regarding Bitcoin, most scholars still consider it to be prohibited, citing what they consider to be strong evidence, namely that it is unknown who the producer is, causing ambiguity, as well as the fact that the country's government is not the producer and does not control or oversee it. Conclusions and Benefits: However, ultimately, the ruling that Bitcoin is prohibited by scholars is a judgment that exists in the present. Therefore, if in the future digital currencies that are cryptocurrencies have characteristics that change and align with the aforementioned Islamic provision, evidence, it may make such digital currencies correct according to Islamic provisions.

Study and Knowledge Management in Boat Preservation to Develop Tourism in the Eastern Region of Thailand

2025-11-09T18:28:14+07:00

The objectives of this research are: 1. To study the knowledge management approaches and the development of knowledge management in the conservation of traditional boats to be applied in tourism development. 2. To design the exhibition section of the traditional boat museum by incorporating contemporary architectural designs to make it look like an art piece in the business tourism sector. This involves using knowledge management to revive the culture of traditional boat usage in commercial design forms such as trade centers, restaurants, and museums. The research overall found that the state of knowledge management in the conservation of traditional boats for tourism development in the eastern region of Thailand was previously limited. The transmission of knowledge about traditional boat building was confined to passing it on to descendants, relatives, and those closely associated with boat building. The transmission was done through verbal communication and hands-on practice, primarily to close family members such as children, spouses, and relatives. The method involved sharing ideas and gradually allowing them to engage with real work bit by bit, slowly absorbing the knowledge over time. Thus, there was a lack of comprehensive knowledge management in conservation.

Confirmatory Factor Analysis of the Service Marketing Mix (7Ps) and Its Impact on Income Generation for Elderly People and Communities in Ubon Ratchathani Province

2025-11-12T12:48:39+07:00

This study aims to employ Confirmatory Factor Analysis (CFA) to test the validity of the conceptual structure of the Services Marketing Mix (7Ps) that impacts income generation for elderly people and communities in Ubon Ratchathani province. The current situation demonstrates that elderly people represent a valuable resource for driving community-based tourism. However, the lack of clarity in implementing services marketing strategies remains an obstacle to sustainable income generation. The study encompasses data collection from a sample of 310 participants, comprising elderly people, community members, and tourists, through a questionnaire that has undergone validation for content validity (IOC) and reliability (Cronbach's Alpha > 0.80).The CFA results confirm that observed variables have statistically significant relationships with latent variables across all 7 components, with standardized factor loadings ranging from 0.52 to 2.19. The People component demonstrates the highest importance (R² = 0.78), followed by Process (R² = 0.75), Product (R² = 0.69), Price (R² = 0.68), Place (R² = 0.65), Promotion (R² = 0.52), and Physical Evidence (R² = 0.48). The findings confirm that the 7Ps Services Marketing Mix structure is comprehensive and consistent with empirical data.The results demonstrate that the People component reflects the significance of human resource development, particularly in service skill training, digital literacy, and enhancement of elderly people's capabilities. The Price component shows that creating Emotional Connection through Storytelling enables tourists to accept premium pricing, reflecting social marketing principles. The Place component requires an Omnichannel Strategy integrating local markets, online channels, and homestays. The study confirms that the 7Ps These findings can be applied to develop systematic policies and strategies for community-based tourism, enabling elderly people to transition from consumers to value creators and generate sustainable income for themselves and their communities.

Innovation Decision and Business Size in Relation to the Level of Agricultural Business Management among Agricultural Entrepreneurs in Pathum Thani Province

2025-11-24T18:39:10+07:00

This study aimed to (1) examine the level of agricultural business management among agricultural entrepreneurs in Pathum Thani Province, (2) investigate the level of innovation adoption and its relationship with business management performance, and (3) compare management levels according to business size. A quantitative research design was employed, and data were collected using a questionnaire as the research instrument from 400 agricultural entrepreneurs selected through stratified random sampling.The instrument was validated by three experts, yielding an Item–Objective Congruence (IOC) index of 0.91 . Reliability testing produced a Cronbach’s Alpha coefficient of 0.89. The findings revealed that the overall level of agricultural business management was high (Mean = 4.12, SD = 0.56), with the personnel dimension scoring the highest and the budgeting and financial resources dimension scoring the lowest. The overall level of innovation adoption was also high (Mean = 4.15, SD = 0.52). The t-test results indicated that entrepreneurs with high innovation adoption had significantly higher management scores than those with low innovation adoption (p < 0.05). ANOVA results showed that business size significantly affected management levels (p < 0.01), with large enterprises exhibiting the highest management performance. Recommendations for research results: Government agencies should have measures to promote the use of innovation, such as access to new technologies, knowledge exchange, and investment in technological tools to enhance production and management.