Journal of Thai Hospitality and Tourism 2020-08-05T14:19:52+07:00 Sopittha Nopakhun Open Journal Systems <h3>Journal of Thai Hospitality and Tourism</h3> <p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;According to the journal quality assessment results announcement round 4 (2020 – 2024), the Journal of Thai Hospitality and Tourism in indexed in the journal database of the Thai-Journal Citation Index Centre (TCI) in <strong>Tier 2</strong>, in this regard, our journal will continue to develop the work for higher standards.</p> <h3>Publication Frequency: bi–annually (2 issues per year)</h3> <p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Issue 1: January – June</p> <p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Issue 2: July – December</p> <h3>ISSN No. 1905–6303</h3> <h3>Objectives</h3> <p>1. To be a center for exchanging knowledge on tourism and related disciplines</p> <p>2. To promote and support the researchers or interested people to produce academic and research article</p> <p>3. To publish the academic knowledge in tourism to relevant organizations</p> <p>4. To collect and publish academic works in tourism and related fields.</p> Editorial 2020-08-05T14:19:52+07:00 Chollada Mongkhonvanit <p>วารสารการบริการและการท่องเที่ยวไทย ได้ตีพิมพ์เผยแพร่บทความด้านการท่องเที่ยวและการบริการมาอย่างต่อเนื่อง รวมเวลา 15 ปีแล้ว ซึ่งเผยแพร่ทั้งบทความภาษาไทยและภาษาอังกฤษ โดยมีวัตถุประสงค์เพื่อส่งเสริมความเข้มแข็งทางวิชาการและเพื่อเผยแพร่ผลงานวิชาการสู่สังคมอันจะเป็นประโยชน์ต่อการนำไปใช้ต่อยอดองค์ความรู้ หรือประยุกต์ใช้ในอุตสาหกรรมการบริการและการท่องเที่ยวของประเทศ บทความในวารสารฉบับนี้ ประกอบด้วยบทความวิจัยถึง 9 บทความ ซึ่งเป็นบทความที่น่าสนใจและน่าติดตาม โดยเฉพาะบทความภาษาอังกฤษที่พูดถึงอุปสรรคในการบริหารจัดการแบบยั่งยืนในการจัดกิจกรรม (Event) ของโรงแรมระดับ 5 ดาวในกรุงเทพมหานคร รวมทั้งบทความการวิเคราะห์ศักยภาพแหล่งท่องเที่ยวของไทย ซึ่งสามารถติดตามได้ในฉบับนี้ท้ายนี้ กองบรรณาธิการหวังเป็นอย่างยิ่งว่า บทความในวารสารฉบับนี้จะเป็นประโยชน์ต่อผู้อ่าน ทั้งทางด้านวิชาการและวิชาชีพ ทั้งนี้ หากท่านผู้อ่านมีข้อเสนอแนะประการใดที่จะก่อให้เกิดประโยชน์ในการพัฒนาคุณภาพให้ดีขึ้น กองบรรณาธิการขอน้อมรับด้วยความขอบพระคุณยิ่ง</p> <p>&nbsp;</p> <p><strong> ผู้ช่วยศาสตราจารย์ ดร.ชลลดา มงคลวนิช</strong> <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; บรรณาธิการ</p> 2020-07-01T00:00:00+07:00 Copyright (c) The Tourism Image of Sa Kaeo Province as Frontier Tourism Destination 2020-07-09T12:47:38+07:00 Komsit Kieanwatana Krittika Sainaratchai <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; This research is a mixed methods research. It is designed to study the tourism image of Sa Kaeo province as frontier tourism. The sample consists of 400 Thai tourists travelled to Sa Kaeo province. Questionnaires and interviews are tools employed to collect data. The results from both techniques are statistically analyzed in order to find mean (<img title="\bar{x}" src="\bar{x}">), standard deviation (S.D.), content analysis, and the test value “t” (t-test) in order to compare the tourism image of Sa Kaeo province between male and female. One-way analysis of variance: ANOVA was used to compare the tourism image of Sa Kaeo province among Thai respondents by age interval. The research results are as follows:</p> <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp;1. The natural resources image was the best tourism image type in the eye of the visitors visiting Sa Kaeo province (<img title="\bar{x}" src="\bar{x}">= 3.70, S.D. = 0.796), followed by the cultural history and art image (<img title="\bar{x}" src="\bar{x}">= 3.71, S.D. = 0.714) respectively.</p> <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp;2. Comparison tourism image of Sa Kaeo province of Thai respondents by gender, there was no significant difference between males and females at 0.05 levels.</p> <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp;3. Comparison tourism image of Sa Kaeo province of Thai respondents by educational interval, there was a significant difference at .05 levels in the political and economic image and social environment image.</p> 2020-06-13T00:00:00+07:00 Copyright (c) 2020 Journal of Thai Hospitality and Tourism The Public Relations for Creative Tourism via Social Networking Sites 2020-07-09T12:47:39+07:00 Kantapon Kaewsanga Bussaba Suteetorn Apichaya Yoonaitharma <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The objectives of this research were (1) to analyze the content of public relations messages about creative tourism via Social Networking Sites; and (2) to study tourists’ utilization of and satisfaction with public relations messages about creative tourism publicized through Social Networking Sites.</p> <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; This was qualitative research undertaken using content analysis and in-depth interview methods. Data were obtained from 3 fanpages; those are DASTA Thailand, the Tourism Council of Thailand and CBT Thailand’s fanpage for community tourism. Additional data were obtained from interviews with 6 people who were the designers and developers of those 3 fanpages and with 30 tourists who had interacted with those fanpages more than once. Data were analyzed by descriptive analysis.&nbsp;</p> <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The results showed that (1) All 3 fanpages presented up-to-date content. The most popular ways of presenting content were through photographs, activities to promote tourist destinations, and giving information about creative tourism. (2) Most of the tourists interviewed had a good level of knowledge about creative tourism. They thought that public relations websites for creative tourism were beneficial for relieving stress. They were satisfied with the fanpages they visited because they were interesting, credible and had continuity of presentation.&nbsp;</p> 2020-06-13T00:00:00+07:00 Copyright (c) 2020 Journal of Thai Hospitality and Tourism Travel Behaviors and Needs of Senior Visitors for Tourism in Khao Yai National Park 2020-07-09T12:47:40+07:00 Kanjanawadee Puangchuen Sangsan Phumsathan <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;This study was designed to find out tourism behaviors and the needs of facilities and services for senior visitor. The result was used as the guideline for the senior tourism management in Khao Yai National Park. A set of 642 questionnaires was used to collect data from Thai tourists aged 60 years and over, who travelling to Khao Yai National Park by convenience sampling, from August 2016 - May 2017. Descriptive analysis and factor analysis were used for data analysis. The result presented that most of the senior visitors were female, 60 - 69 years old, and came from the central of Thailand. Besides, a majority of respondents have hypertension problems, however, it was not a barrier to travel. Most tourists travelled for one day trip with their families by their own car. Travel motivation was the purity of the environment. Popular activities for senior tourists were passive activities such as scenic viewing, leisure, and photographing. The needs for facilities and services were classified into seven groups. The result also showed that senior visitors’ needs for facilities and services were in relation to tourist accommodation with the highest significance, followed by travel activities, and special services for seniors. From the result, Khao Yai National Park should promote and develop family tourism activities, especially passive activities. Furthermore, for senior tourism development, the priority is to improve facilities and services related to tourist accommodation by using the concept of universal design, especially basic facilities, and safety.</p> 2020-06-13T00:00:00+07:00 Copyright (c) 2020 Journal of Thai Hospitality and Tourism The Way to Develop Bangkok to the City of Sustainable Shopping Tourism: A Case Study of Chinese Tourists 2020-07-09T12:47:40+07:00 Watcharawit Wiyaporn <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The objective of this research is to study Chinese tourist shopping behaviors finding the way to develop Bangkok to the city of sustainable shopping tourism: a case study of Chinese tourists. Data were collected by an in-depth interview with 20 key-informants from governances and private sectors. Data analysis was performed by content analysis.</p> <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The results showed that Chinese tourists are important to Thailand tourism industry in terms of the size of the population, tourism liking, diverse requirements, especially increasing purchasing power. As mention above, it will cause the long-term survival of related Thai entrepreneurs. However, the negative effect which may affect Thai tourism is the Zero-Dollar Tour and the impact on the difference in the environment and cultures of Thai and Chinese people.</p> <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Chinese tourists visiting Thailand prefer to buy souvenirs and consumer products. The most attractive products are food, cosmetics, herb, handmade products, Thai brand names, clothing, accessories, and various shows. The important way to increase the potential of doing business with Chinese tourists is to present the quality products, increase marketing promotion, be uprightness and develop communication skill for staffs, add facilities, have diversified products and services, especially to create a common understanding to Thai people and tourists’ service provider for decrease bias towards Chinese tourists, etc.</p> <p>&nbsp;</p> 2020-07-09T09:34:43+07:00 Copyright (c) 2020 Journal of Thai Hospitality and Tourism The Need and Willingness to Pay Entrance Fees to Museum: H.T.M.S. Lanta Museum and Learning Center to Commemorate the Auspiciousness of His Majesty the King’s 84th Birthday Anniversary Case Study 2020-07-09T12:47:41+07:00 Onanong Cheablam <p><strong>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </strong>H.T.M.S. Lanta Museum and Learning Center<strong>&nbsp;</strong>to Commemorate the Auspiciousness of His Majesty the King’s 84th Birthday Anniversary is a historically valuable project that will serve as a key attraction of southern Andaman provinces in the near future. Therefore, a study was conducted with the objective to learn about the demand of tourists, students, and tour operators in visiting the museum. In addition, the study expects to understand the extent of willingness to pay entrance fees and the determination of entrance fees that suit the nature and requirements of visitors. In conducting this study, the Contingent Valuation Method (CVM) was used to collect quantitative data using a structured questionnaire. The research used purposive sampling with a sample size of 4 particular groups. Each has 400 sample members, including 130 Thai tourists, 100 foreign tourists, 110 students, and 60 tour operators. The researchers randomly selected units and analyzed the data with descriptive statistics.&nbsp;&nbsp;</p> <p><strong>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </strong>The results showed that if the H.T.M.S. Lanta Museum and Learning Center<strong>&nbsp;</strong>to Commemorate the Auspiciousness of His Majesty the King’s 84th Birthday Anniversary is opened, majority of Thai tourists, tour operators, and students will definitely visit with the percentage of 75.40, 65.00 and 64.00, respectively, whereas 66.70% of foreign tourists expressed uncertainty in visiting. The activity that the majority, or 62.75%, of visitors aim to view and learn at the museum is the history of H.T.M.S. Lanta. On the willingness to pay entrance fees, the results showed that the majority of foreign tourists, students, and Thai tourists have the willingness to pay entrance fees. Average prices are as follows: 191.94 baht for foreign tourists; 47.42 baht for Thai tourists and the general public; 30.73 baht for students. All tour operators expect the museum to collect fees from Thai and foreign tourists, whereas 61.70% of tour operators expect the museum to collect fees from students, but 58.30% did not think the museum should collect fees from the elderly, i.e., senior visitors should be able to visit for free. Therefore, this means that the entrance fees of the museum should not exceed the aforementioned prices in regard to correspond to the requirements of visitors. A learning source with emphasis on history should be featured interestingly because the majority of visitors have shown their interest to view.</p> 2020-06-24T00:00:00+07:00 Copyright (c) 2020 Journal of Thai Hospitality and Tourism Analysis the Potential of Samchuk Market to Support Sustainable Tourism 2020-07-09T12:47:43+07:00 Pathompong Kookkaew Aekalak Sanguansang <p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; The purpose of this research was to study the general characteristics of Samchuk Market and study the economic potentiality. Include market factors important in order to accommodate tourists the local and foreign of Samchuk Market, Suphanburi province. The samples total of 350 people who live in the community in Samchuk Market Moo 2, Tambon Samchuk District, Suphanburi. The instrument used in the study was a questionnaire for quantitative data analysis on the average (Mean) and standard deviation (S.D.).</p> <p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; The result of the study the potential of Samchuk Market in order to accommodate tourists the local and foreign of 7 criteria indicators found that: The potential of Samchuk Market to accommodate tourists Thai and foreign in total was at a high level, the average 3.72. When analyzed the criterion indication was found that the most potent aspects is the physical aspects (Access to Attractions), the average 4.28. The second, economic, and social (Engaging) the average 4.15. The smallest potential is management (Security of Life and Property), the average 3.76.</p> 2020-06-13T00:00:00+07:00 Copyright (c) 2020 Journal of Thai Hospitality and Tourism Potential of Experience Tourism in Chon Buri, Rayong, Chanthaburi and Trat 2020-07-09T12:47:45+07:00 Narong Pleerux Parinya Nakpathom <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Experience tourism is a type of tourism that integrates the concept of “Creative Economic” to develop cultural resources with lifestyle. The characteristic of experience tourism is the participation between tourists and hosts with creative cultural activities to be the co-experience, impressive, and good memorial. The objectives of the research aim to survey and create the map to present the location and evaluate the potential of experience tourism destinations in Chon Buri, Rayong, Chanthaburi, and Trat. The result shows a total of 32 experience tourism destinations located in Chon Buri 5 destinations, Rayong 9 destinations, Chanthaburi 7 destinations, and Trat 11 destinations. They are classified into 3 groups of potential; 22 tourism destinations in high potential, 8 tourism destinations in moderate potential and 2 tourism destinations in low potential. The highest potential destinations are mostly found in Trat which has 9 destinations. For Chon Buri, Rayong, and Chantaburi; there are 4 destinations in each province. The highest score (54 scores) of experience tourism destinations are Ban Chamrung and Ban Namchiew Community, the low potential inexperience tourism destinations have 2 destinations which are Khao Khun-In Thai Herbal Agricultural Center (23 scores) and Chomview Horse Riding Club (21 scores). This result can be applied to plan the activities and develop experience tourism destinations.</p> 2020-06-24T00:00:00+07:00 Copyright (c) 2020 Journal of Thai Hospitality and Tourism The Development of Criteria and Regulations for Ecotourism Management Based on Biodiversity and Bioconservation of the Community Based Social Enterprise 2020-07-09T12:47:45+07:00 Jariya Koment Chalermchai Panyadee et al. <p>The objectives of this investigation were to analyze shared components of the ecotourism based on biodiversity and bio-resource conservation of the community enterprise for society and to develop the criteria and regulations for managing the ecotourism. The mixed research methods were used in this study, which included documentary research, multi-case studies, and small group discussions. The study findings revealed that there were six components of the criteria. They included biodiversity attractions that facilitated the utilization and learning of lifestyles and cultures; tourism activity operations stemming from group formation of community members in the form of a community enterprise for society; tourism management that provided eco-friendly services and activities with area change assessment and monitoring systems; learning and awareness on benefits and conservation of bio-resources; a participatory process in managing the community enterprise and exploitation as well as conservation of bio-resources; and benefit distribution to the community and sustainable bio-resource conservation.</p> 2020-07-03T14:09:02+07:00 Copyright (c) 2020 Journal of Thai Hospitality and Tourism Barriers in Sustainable Management Practices of Hotel’s Event Venue in Bangkok, Thailand 2020-07-09T12:47:46+07:00 Sarinya Sungkatavat Nadežda Sorokina <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The purpose of the research was to explore the barriers to the implementation of sustainable event management (SEM) practices faced by 5–star hotel venues in Bangkok. Five semi–structured interviews were conducted to collect data from four hotels located in the business district in Bangkok, Thailand. The results indicated that two different types of barriers between hotels that adopted sustainability as their core value and those that did not have much sustainable experience. The findings suggested that these barriers could be alleviated through education and stakeholder involvement.</p> 2020-07-09T12:19:19+07:00 Copyright (c) 2020 Journal of Thai Hospitality and Tourism