Journal of Thai Hospitality and Tourism

Developing a Creative Ecotourism Program in Muang Khong Community, Chiang Mai, Northern Thailand

2024-10-15T17:08:09+07:00

This research aimed to support the small, rural northern Thailand town of Muang Khong in Chiang Mai Province, in developing a creative ecotourism program. This mixed-methods study utilized participatory action research, in-depth interviews, questionnaires, and brainstorming sessions with local stakeholders such as government officials, entrepreneurs, and community members who jointly organized the tourism program under study. The study gathered information about local tourism attractions that pertain to the area's history, way of life, and culture in order to create tourism-related media and programs.

The results revealed that volunteer tourists who participated in this study expressed their highest satisfaction with the area’s tour programs in terms of activities, learning opportunities, and facilities. They also reported high satisfaction with cellular signal accessibility, tourism operators’ competence in providing information, and accommodation hosts’ hospitality. In addition, the results revealed that further identifying and strengthening Muang Khong’s natural and cultural assets could attract more tourists. This study contributes to research-based tourism development in the study area by emphasizing collaboration between multilevel governance and the community.

Cultural Tourism in the Digital Age: Motivations and Experiences Driving Thai Visitors to the Thai Film Archive

2025-04-24T13:14:10+07:00

This research aimed to investigate the behavior, motivations, and decision-making processes of Thai tourists visiting the Thai Film Archive (Public Organization). Data were collected from 200 Thai tourists via questionnaires, using an accidental sampling method and were analyzed through descriptive statistics and second-order confirmatory factor analysis. The findings revealed that most tourists were first-time visitors (74.5%), were primarily informed through social media (58.0%), and typically visited on weekends with friends using private cars. The Sri Krung Sound Film Studio was the most popular attraction. Key push factors included a desire to experience a nostalgic atmosphere ( = 4.69), while pull factors highlighted the cost-effectiveness of the visit ( = 5.14). The decision-making model demonstrated a strong fit with empirical data (χ² = 34.97, p = 0.95, GFI = 0.96, CFI = 0.98, RMSEA = 0.05). These results underscore the growing influence of digital media post-COVID-19 and the significance of cultural experiences in attracting visitors.

The Motivation of Thai Religious Tourists Affecting Destination Loyalty in Thailand

2025-03-15T11:09:31+07:00

This research aimed to explore the motivations of Thai religious tourists affecting destination loyalty in Thailand. This study employed a quantitative research method with a sample of 400 respondents aged 18 and above. Descriptive statistics were conducted using SPSS, with a significance level of 0.05. Results indicated that visitor motivation positively affects visitor perception ( = 0.723, p < 0.001), and visitor perception positively affects destination loyalty ( = 0.654, p < 0.001). The analysis of moderating and mediating variables showed that the relationship between visitor motivation and visitor perception is weakened when belief and religion act as moderating variables ( = -0.044, p = 0.176). On the other hand, the positive relationship between visitor perception and destination loyalty is strengthened when spiritual experience acts as a moderating variable ( = -0.105, p = 0.004). Additionally, visitor motivation also positively affects destination loyalty when visitor perception acts as a mediating variable, with an indirect effect size of 0.238, falling between 0.110 and 0.380 (p < 0.05). Although religious tourism in Thailand has grown and plays a significant role in stimulating the economy and fostering relationships between religions, there is limited research on the factors affecting the loyalty of religious tourists within the Thai context. Therefore, this study is important in filling this gap by clarifying the motivations and various factors that influence the behavior of religious tourists in the country. The research findings can serve as a guideline for developing activities or experiences that effectively strengthen the relationship between religious tourism destinations and tourists in the future.

Value-Adding the Herbal Products of Ban Muang Kham Herbal Therapy Enterprise, Chiang Rai Province, to Promote Wellness Tourism in the New Normal Era

2025-03-29T00:28:03+07:00

This research aimed to 1) study and collect knowledge on the herbal processing of Ban Muang Kham Herbal Therapy Enterprise, 2) study the demand and behavior for herbal products among tourists in the new normal context, and 3) improve herbal product prototypes of Ban Muang Kham Herbal Therapy Enterprise to meet the needs of tourists in the new normal context. Qualitative data were collected through interviews with 8 members of the Ban Muang Kham Herbal Therapy Enterprise using purposive sampling. Quantitative data were gathered using a questionnaire completed by 400 tourists traveling in Chiang Rai Province. The qualitative data were analyzed using content analysis, while the quantitative data were evaluated using descriptive statistics and chi-square analysis.

The study's findings revealed that: 1) Ban Muang Kham Herbal Therapy Enterprise utilizes a total of 24 types of herbs and produces 6 processed herbal products; 2) tourists expressed the highest demand for herbs that relieve aches and pains and relax muscles, followed by inhaled herbs to alleviate dizziness, herbs to expel gas, and herbs to combat body odor, in that order; and 3) to enhance the value of herbal products, the researchers developed a massage oil called Neng Yuat Grass by converting it from liquid to cream form and changing the packaging from a glass bottle with a squeeze top to a tube.

Adaptation of Foreign Employees to Organizational Culture in a Chain Hotel: A Case Study of Bangkok Marriott Hotel Sukhumvit

2025-05-11T13:32:15+07:00

This study aimed to 1) examine the limitations and obstacles faced by foreign employees and 2) examine their adjustment strategies for aligning with corporate culture in a chain hotel, using Bangkok Marriott Hotel Sukhumvit as a case study. This qualitative research employed a case study methodology with data collected through in-depth interviews with 12 foreign employees and participant observation. The study found that 1) the main limitations and obstacles faced by foreign employees included 1.1) language barriers and communication styles, 1.2) differences in thinking patterns and beliefs, and 1.3) food and beverage preferences; and 2) strategies used by foreign employees to adapt to the organizational culture included 2.1) adjusting communication methods and learning Thai language skills, 2.2) openness to new experiences, and 2.3) advance preparation before moving to Thailand. These findings offer valuable insights for enhancing human resource management practices in the hospitality sector, ensuring alignment with organizational culture while also supporting long-term sustainability amid changing demographic structures and labor mobility.

An Investigation of the Hotel Industry’s Green Innovation Adoption in Bangkok

2025-01-24T10:07:47+07:00

This research aimed to explore the influence of intrapreneurship, environmental collaboration, and sustainable human capital leadership on the adoption of green innovation within the hotel industry in Bangkok. An online survey was conducted from August 1 to September 15, 2021, utilizing snowball and convenient sampling techniques to gather responses from management-level employees at ten hotels. After the data were meticulously cleaned, 221 valid sets were identified for analysis using PLS-SEM and mediation effects analysis through bootstrapping techniques. The findings revealed that intrapreneurship and sustainable human capital leadership had a direct and significant impact on green innovation adoption, while environmental collaboration did not. Additionally, mediation analysis confirmed the mediating role of servant leadership and mindful leadership while rejecting the mediating role of environmental collaboration in the model. The study offers implications from theoretical, practical, and research perspectives.

The Effect of Eco-Friendly Practices on Consumer Selection Behaviours in the Hotel Industry in Bangkok, Thailand

2025-03-19T15:01:05+07:00

This research examines the effects of eco-friendly practices on hotel selection behavior in Bangkok by analyzing responses from 200 survey participants and conducting 15 in-depth interviews. Based on data collected from these 200 survey participants and 15 interviewees, the research explains how environmentally sustainable practices impact customers’ hotel choices and loyalty. The analysis demonstrates that environment-conscious initiatives account for 38.9% of the variance in customer selection (R² = 0.389), with energy-saving measures and waste-reduction methods identified as fundamental factors. Environmental awareness shows a moderate association with customer loyalty (R² = 0.230), while the perception of eco-friendly practices demonstrates a stronger predictive ability for understanding barriers (R² = 0.326). The results from ANOVA tests demonstrate that education level and age group affect consumer choices, but gender does not have a statistically meaningful impact. The study’s qualitative findings expands upon these results by showing that hotel consumers maintain their preferences for sustainable hotels despite concerns about greenwashing, unclear messaging, and higher price points. Customers believe that sincerity in sustainability certification, alongside an active approach to communicating sustainability practices, will make them more loyal and satisfied. The conceptual framework benefits from applying the Theory of Planned Behavior (TPB), as it shows how consumer intentions develop through attitudes, subjective norms, and perceived behavioral control. The research findings offer guidance for hotel managers and policymakers, who should launch authentic, environmentally friendly initiatives with well-defined communication and recognition systems to promote sustainable tourism in Bangkok.

Sustainable Tourism Destination Brand Identity

2024-09-05T09:53:40+07:00

The study aims to examine the elements of tourism destination brand identity under conditions of continuous growth. Tourist perceptions of attractions associated with a destination have become increasingly important for the tourism industry, the market, and the economy. A tourist destination is described as comprising tangible or intangible elements that rely heavily on the economic benefits of tourism, and it should have a unique identity to attract tourists. However, during the coronavirus (COVID-19) crisis, many businesses in the tourism industry faced business problems in both their internal and external environments. These challenges created a domino effect across related tourism businesses. The study is designed to address a research question that seeks to determine the types of brand identity for sustainable tourism destinations that support continuous development. Philosophically, the study adopts a subjective ontology, an interpretive epistemology, and a qualitative research methodology. Accordingly, data were analyzed using content analysis and thematic coding analysis based on two case studies of popular tourist sites in Thailand, covering the period of the COVID-19 pandemic. The outcomes of the study will provide guidelines for managing the brand identity of each tourist destination, which can improve the achievement of tourism goals.

Analysis of Tourism Economic Resilience and Its Influencing Factors in the Pearl River Delta, China

2025-07-16T10:56:55+07:00

The Pearl River Delta has become a key engine of China's economic growth. The region's rapid urbanization has driven the robust development of its tourism economy, yet it also faces numerous social challenges. The most prominent of these challenges is the gap between central and peripheral cities, particularly in terms of capabilities when responding to crises. This study combines the entropy method and the obstacle degree model to assess the resilience of the tourism economy in the Pearl River Delta, analyzing data from 2003 to 2022 across 18 indicators in three dimensions: resistance and recovery, adaptation and adjustment, and innovation and transformation. Findings reveal that the core cities exhibit relatively strong and improving tourism economic resilience, whereas peripheral cities remain significantly constrained—particularly in the dimension of innovation and transformation—highlighting the persistent disparities in resilience across the region. Key barriers identified include the number of travel agencies, education expenditure, fiscal expenditure, and the number of people employed in tourism. The study highlights that enhancing tourism economic resilience in the Pearl River Delta requires targeted structural interventions, including promoting regionally balanced development, fostering innovation in peripheral cities, strengthening the role of travel agencies, aligning educational investment with labor market needs, leveraging fiscal expenditure, and improving workforce quality.