Journal of Thai Hospitality and Tourism https://so04.tci-thaijo.org/index.php/tourismtaat <p><strong>&nbsp; &nbsp; &nbsp; &nbsp;วารสารการบริการและการท่องเที่ยวไทย : Journal of Thai Hospitality and Tourism</strong></p> <p>&nbsp; &nbsp; &nbsp; &nbsp;ตามที่ ศูนย์ดัชนีการอ้างอิงวารสารไทย (ศูนย์ TCI) ได้ประกาศผลการประเมินคุณภาพวารสารวิชาการที่อยู่ในฐานข้อมูล TCI รอบที่ 4 (พ.ศ. 2563-2567) เมื่อวันที่ 10 มกราคม 2563 ซึ่งวารสารการบริการและการท่องเที่ยวไทย ได้รับผลการประเมินและจัดให้อยู่ในฐานข้อมูลวารสาร <span style="text-decoration: underline;">กลุ่มที่ 2</span> และจะพัฒนาผลงานเพื่อเข้ารับการประเมินเพื่อมาตรฐานที่สูงขึ้นต่อไป&nbsp;</p> <p>ทั้งนี้ วารสารการบริการและการท่องเที่ยวไทย มีกำหนดตีพิมพ์เผยแพร่ปีละ 2 ฉบับ (เดือนมกราคม – มิถุนายน และ เดือนกรกฎาคม – ธันวาคม)</p> <p><strong>ISSN</strong>&nbsp; &nbsp; 1905–6303</p> <p>&nbsp;</p> <p><strong>วัตถุประสงค์</strong></p> <p>1. เพื่อเป็นสื่อกลางในการแลกเปลี่ยนองค์ความรู้ด้านการท่องเที่ยวและสาขาวิชาที่เกี่ยวข้อง</p> <p>2. เพื่อส่งเสริม และสนับสนุนให้คณาจารย์ผลิตผลงานวิชาการและการค้นคว้าวิจัย</p> <p>3. เพื่อเผยแพร่ข้อมูลทางวิชาการด้านการท่องเที่ยวให้แก่องค์กรที่เกี่ยวข้อง</p> <p>4. เพื่อรวบรวมและเผยแพร่ผลงานวิชาการด้านการท่องเที่ยวและสาขาที่เกี่ยวข้อง</p> <p>&nbsp; &nbsp; &nbsp; &nbsp;ผลงานที่รับตีพิมพ์ อาจอยู่ในรูปแบบ บทความวิจัย บทความปริทัศน์ บทความที่คัดย่อจากวิทยานิพนธ์ และบทพินิจหนังสือ (Book review)</p> <p><img src="https://my.kapook.com/imageskapook/iconnew/sports.gif">&nbsp;&nbsp;การส่งบทความตีพิมพ์ สามารถดูรายละเอียดเงื่อนไขการรับบทความได้ที่&nbsp; &nbsp;<img src="https://www.bloggang.com/data/praewkwun/picture/1138515785.gif"> <a href="https://www.tci-thaijo.org/index.php/tourismtaat/about/submissions">SUBMISSION</a> <img src="https://www.bloggang.com/data/praewkwun/picture/1138515921.gif"></p> <p><img src="https://my.kapook.com/imageskapook/iconnew/sports.gif">&nbsp; คำแนะนำสำหรับผู้ส่งบทความใหม่&nbsp; <img src="https://www.bloggang.com/data/praewkwun/picture/1138515785.gif"> <a href="https://drive.google.com/open?id=1TMMIp2O18fqrCYQRHnpcDMccCfQsH6jL" target="_blank" rel="noopener">AUTHOR GUIDELINES</a> <img src="https://www.bloggang.com/data/praewkwun/picture/1138515921.gif"> (26/3/2563)</p> <p><img src="https://my.kapook.com/imageskapook/iconnew/sports.gif">&nbsp; จริยธรรมการตีพิมพ์บทความ&nbsp; &nbsp;<img src="https://www.bloggang.com/data/praewkwun/picture/1138515785.gif"> <a href="https://www.tci-thaijo.org/index.php/tourismtaat/navigationMenu/view/ethics">PUBLICATION ETHICS</a> <img src="https://www.bloggang.com/data/praewkwun/picture/1138515921.gif"></p> <p><strong>&nbsp;</strong><strong>___</strong><strong>___</strong><strong>___</strong><strong>___</strong><strong>___</strong><strong>___</strong><strong>___</strong><strong>___</strong><strong>___</strong><strong>___</strong><strong>___</strong><strong>___</strong><strong>___</strong><strong>___</strong><strong>___</strong><strong>___</strong><strong>___</strong><strong>___</strong><strong>___</strong><strong>___</strong><strong>___</strong><strong>___</strong><strong>___</strong><strong>___</strong><strong>___</strong><strong>__</strong></p> <p><img src="https://my.kapook.com/imageskapook/iconnew/sports.gif">&nbsp;&nbsp;การรับรองผลงานที่ส่งเข้ารับการพิจารณาตีพิมพ์วารสารวิชาการ (13/08/62)</p> <p>&nbsp; &nbsp; &nbsp; &nbsp;ตามเงื่อนไขการรับบทความในส่วนของ&nbsp;<a href="https://www.tci-thaijo.org/index.php/tourismtaat/about/submissions">SUBMISSIONS</a> ข้อ 3 และข้อ 8&nbsp;ที่ระบุว่าเจ้าของผลงานต้องส่งบทความ<br>พร้อมแนบหลักฐานที่ผ่านการตรวจสอบจากระบบอักขราวิสุทธิ์&nbsp;ประกอบกับผลงานต้องมีการตรวจสอบความถูกต้อง<br>ของภาษาอังกฤษทางไวยากรณ์จากเจ้าของภาษาแล้ว (ทั้งบทคัดย่อและเนื้อหา)</p> <p>ทั้งนี้ ขอให้เจ้าของบทความทุกท่าน แนบเอกสารให้ครบถ้วนเพื่อพิจารณาตีพิมพ์ ซึ่งประกอบด้วย<br><img src="https://www.bloggang.com/data/praewkwun/picture/1138515785.gif">&nbsp; <a href="https://www.tci-thaijo.org/index.php/tourismtaat/submission/wizard">บทความ</a> | หลักฐานจากระบบอักขราวิสุทธิ์ |&nbsp;<a href="https://drive.google.com/uc?export=download&amp;id=1RXk4yyfondp0DjAvJfAJ_hnAK46S87tx">แบบฟอร์มการส่งบทความ</a>&nbsp;&nbsp;<img src="https://www.bloggang.com/data/praewkwun/picture/1138515921.gif">&nbsp;</p> <p>(หมายเหตุ: การลงชื่อในส่วนของผู้ตรวจสอบภาษา และเจ้าของบทความ รบกวนขอเป็นลายมือชื่อ (Signature) เท่านั้น)</p> <p>ขอแสดงความนับถือ</p> Tourism Academic Association of Thailand (TAAT) en-US Journal of Thai Hospitality and Tourism 1905-6303 The Potential of Creative Tourist Destination in Satun Province https://so04.tci-thaijo.org/index.php/tourismtaat/article/view/79421 <p><strong>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </strong>The purpose of this study focused on investigating the potentialities of creative tourist destinations in Satun Province. For research methodology, a constructed assessment checklist based on the conceptualization of creative tourist destinations were all approved by one tourism expert, one historical or cultural tourism expert, and a tourism entrepreneur.&nbsp;</p> <p><strong>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; </strong>The results of this study revealed that the potentialities of community-based tourism were mostly observed in terms of their participatory community-based tourism activities, and followed by tourists’ idea-sharing, outdoor tourism activity practices and academic fulfillments, and tourists’ accommodation and homestay services. On the other hand, the low potentialities of natural tourist destinations were mostly observed, depending on maintained tourist destinations, which were likely to be historical, religious, and cultural tourist destinations. Also, both no maintenance services and no participatory tourist activities were mostly observed in terms of the low potentialities of archeological tourist destinations. In order to advance networking databases on creative tourist destinations in Satun Province, the feasibility of creative tourist destinations’ potentialities should be engaged with both moderate and higher-level potentialities of creative tourist destinations in Satun Province.</p> Howhan Thaveeseng Parnprae Chaoprayoon Chalermchai Panyadee Copyright (c) 2020 Journal of Thai Hospitality and Tourism https://creativecommons.org/licenses/by-nc-nd/4.0 2020-02-29 2020-02-29 15 1 3 16 Factors of Tourist Behavior on the Zero Moments of Truth (ZMOT) before their Decision Making of Homestay Researvation in the South of Thailand https://so04.tci-thaijo.org/index.php/tourismtaat/article/view/240161 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The purpose of this research was to analyze the factors of tourist behavior on the zero moments of truth (ZMOT) before their decision making of homestay reservation in the south of Thailand. The sampling of this research was a convenience selection of 343 homestay tourists. The research tool was a questionnaire of searching and selecting behavior before their decision making of homestay reservation with .9194 of reliability coefficients. The exploratory factor analysis was used for this research.&nbsp;</p> <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The results revealed that there are six factors of tourist behavior as follows factor 1 the supporting of homestay tourists decision making, included eleven behaviors; factor 2 searching for the master data, included seven behaviors; factor 3 searching for confirmation, included four behaviors; factor 4 selection for information quality, including three behaviors; factor 5 direct conversation, included two behaviors; and factor 6 hearing recommendations and word of mouth, included two factors. By means of those six factors can be described as the zero moments of truth before their decision making of homestay reservation 37.32%, 9.88%, 8.35%, 5.23%, 4.94%, and 4.29% respectively.</p> Kanjana Phuakkhong Nattayanee Prommuang Copyright (c) 2020 Journal of Thai Hospitality and Tourism https://creativecommons.org/licenses/by-nc-nd/4.0 2020-02-29 2020-02-29 15 1 17 29 The Stimulus and the Behavior Decision of Chinese travels to Thailand: A Case Study of Chinese in Zhejiang https://so04.tci-thaijo.org/index.php/tourismtaat/article/view/240176 <p>This article examines the impact of stimulus factors (macro and marketing factors) on the behavior decision of Chinese travels to Thailand (willingness to travel to Thailand in the next five years, budget allocation to a trip to Thailand, and length of stay). The study adapts the concept of the stimulus-response model of buyer behavior to develop the model of causal relationships between the stimulus factors and behavior decision travel to Thailand. A structural equation model (SEM) is used to analyze 383 primary data observations obtained from interviews Chinese people who live in Hangzhou city, Zhejiang province. The models include nineteen observed variables (seventeen continuous variables and two category variables), and nine latent variables. The causal relationships estimated by weighted least squares means and variance adjusted (WLSMV) between the stimulus factors and the behavior decision of Chinese travelers to Thailand showed that the stimulus factors have a strong influence on the willingness to visit Thailand, and they also influenced the allocated budget. However, they do not affect the expected length of stay.</p> Akarapong Untong et al. Copyright (c) 2020 Journal of Thai Hospitality and Tourism https://creativecommons.org/licenses/by-nc-nd/4.0 2020-03-01 2020-03-01 15 1 30 45 Causes of Insecurity of Tourism in Hat Yai, Songkhla https://so04.tci-thaijo.org/index.php/tourismtaat/article/view/83584 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; This study aimed to explore the causes of insecurity of tourism in Hat Yai, Songkhla. The research subjects were 300 tourists visiting Hatyai, Songkhla province from January to February 2013. They were sampled by the way of accidental sampling. A questionnaire was used as a research instrument for data collection.</p> <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The results show that there are five forms of causes of tourism insecurity. The first form is related to crime in which bomb found to be tourists’ major apprehension followed by arson, burglary, and robbery.<br>The second form is related to the accident in which being crashed vehicles are found to most of the time happen to tourists, followed by short circuits and slipping into a pipe. The third form is related to a natural disaster where tourists are mostly affected by flood followed by earthquakes and lightning. The fourth form is related to welfare and security in which the lax security maintenance is required to be resolved followed by the lack of security maintenance system and tourist emergency service. The final form of causes of<br>tourist insecurity is related to the participation of the community in which tourists find the lack of useful information to prevent insecurity followed by exploiting actions of business towards tourists and lack of security maintenance by communities and community representatives.</p> Nopadol Nimsuwan Arisra Boonrat Copyright (c) 2020 Journal of Thai Hospitality and Tourism https://creativecommons.org/licenses/by-nc-nd/4.0 2020-03-01 2020-03-01 15 1 46 57 The Study of Key Success Factors of Wellness Tourism Service Business Case of Spa Business https://so04.tci-thaijo.org/index.php/tourismtaat/article/view/90310 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; This research endeavor aims at studying key success factors of the wellness tourism service business, particularly spa business. The purpose of this quantitative research study is to study important success factors of wellness tourism specifically spa businesses and their relation to customer service and financial status.&nbsp; The research method used was the collection of data from 109 spa business owners, with the use of questionnaires. The principal component analysis of 37 components, the result showed success factors in the intra-business management factor, innovation-oriented factor, investment management factor, uniqueness creation factor, and marketing communication factor. After considering the Multiple Linear Regression Analysis, the result of the study of success factors and customer service revealed that intra-business management factor, innovation-oriented factor, and marketing communication factor had a high correlation with customer service, equivalent to 0.757 and the regression coefficient of success factors whose customer service result can be predicted was as follows:</p> <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Y =&nbsp;&nbsp;&nbsp; 0.981+ 0.378 (intra-business management factor) + 0.172 (innovation-oriented factor) + 0.193 (marketing communication factor)</p> <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The result of the study of success factors and financial status showed that there were positive correlations among all of the 5 success factors and the order by magnitude of Spearman’s Rank Correlation Coefficients was as follows: Intra-business management factor (0.444) Marketing communication factor (0.438) Investment management factor (0.340) Innovation-oriented factor (0.318) Uniqueness creation factor (0.278), respectively</p> <p>&nbsp;</p> Suthaporn Chantra Wuttigrai Ngamsirijit Copyright (c) 2020 Journal of Thai Hospitality and Tourism https://creativecommons.org/licenses/by-nc-nd/4.0 2020-03-01 2020-03-01 15 1 58 71 Thainess Tourism by Cultural Railway Route https://so04.tci-thaijo.org/index.php/tourismtaat/article/view/240182 <p>This article aims to review literature from a variety of scholars to present the concept of Thainess tourism by cultural railway route. Which discusses the meaning of Thainess tourism. History of Thainess tourism, Cultural Tourism Train. Tourism in a form of cultural tourism train which is gaining the attention of tourists. Because of the train journey to see the beautiful scenery on both sides. Historic sites, religious places, culture, handicrafts as well as many natural attractions. And to develop the quality and variety of goods and services in the area. To increase revenue from the expansion of the tourist market. The upper northern provinces area 1 has organized the Lampang, Lampoon and Chiangmai Cultural Tourism Activities under the Tourism Development Program Plan to promote the arts and culture tourism. Which corresponds to the government policy. It was joined with the State Railway of Thailand. Organized the signing ceremony of the cooperation to promote tourism activities on the Lampang, Lampoon and Chiangmai culture along the government's policy to promote tourism from both the outside and within the country. Because the upper northern provinces area 1 are a group of provinces with beautiful landscapes. Solid natural resources with a complete ecological system, good climate, the population have a very old way of life, traditions, cultures, and biodiversity. Which is suitable for tourism. Including the services of hotels, standard restaurants, Land and Air transportations link to facilitate tourists as well as convenient.</p> Manachanok Jullasikkee Copyright (c) 2020 Journal of Thai Hospitality and Tourism https://creativecommons.org/licenses/by-nc-nd/4.0 2020-03-03 2020-03-03 15 1 72 81 Excellent Tourism Center for Sustainable Tourism Management in Thailand https://so04.tci-thaijo.org/index.php/tourismtaat/article/view/240224 <p>Setting up of Excellent Tourism Center for Sustainable Tourism Management in Thailand is necessary as it provides a major source of revenue generation for Thailand. The study was carried out by group discussion from 30 travel professionals (both practical and theoretical). The study indicated that the Excellent Tourism Center should have a clear management structure, employ travel professionals and be equipped with a support mechanism for formulating a policy of tourism development. That is, it should have a friendly environment, encourage and develop the potential of eco-tourism supply, encourage, develop and manage the market demand for eco-tourism, create and develop the management mechanism for eco-tourism. This can be made by encouraging the researchers to restructure the work of international networks, departments, and organizations that are related to the development of eco-tourism. This will lead to setting up the network management of cultural tourism and world heritage which are used as tools for the following purposes as 1) learning to strengthen the departments, community, organizations and other partners that are related to eco-tourism groups; 2) development and strengthening of management mechanism for eco-tourism research by supporting the research in various fields as marine tourism, <span style="text-decoration: line-through;">&nbsp;</span>cultural tourism, and world heritage tourism; 3) formulating policy on tourism so as to satisfy the urgent demand of the area and creating a database.</p> Sayam Aroonsrimorakot Copyright (c) 2020 Journal of Thai Hospitality and Tourism https://creativecommons.org/licenses/by-nc-nd/4.0 2020-03-04 2020-03-04 15 1 82 97 The Strategy of Low-Cost Airline Business in Thailand https://so04.tci-thaijo.org/index.php/tourismtaat/article/view/240243 <p>The study aims to present the strategy of low-cost airline business in Thailand. The company's positioning system is designed to meet the needs of its target customers. The goal is to encounter the needs of the customers. The study focuses on the ability to be a competitive advantage beyond competitors in the mass market. Focusing on the customers will create the organization keeps on the right track with a competitive advantage in the further. Low-cost airline businesses increasing continually in Thailand. The sustainable capability of the low cost airline business, therefore the entrepreneurs should have the right direction that includes the strategies according to the environment and the current business conditions.&nbsp; Moreover, the business’s ability can create a competitive advantage that will lead to business achievement.</p> <p>The results of the study indicate that low-cost airline business in Thailand: Thai Smile Airways, Thai AirAsia and Thai Lion Air. Apply mix business strategies that are Cost-Leadership Strategy, Difference Strategies in Goods and Services, Differentiation Strategy and Focus Strategy assist the organizations to design products and services to meet their customers' needs.&nbsp; Especially, those strategies benefit the sustainable growth of the organization consistently and effectively.&nbsp;&nbsp;</p> Pattaraporn Jiramahapoka Copyright (c) 2020 Journal of Thai Hospitality and Tourism https://creativecommons.org/licenses/by-nc-nd/4.0 2020-03-05 2020-03-05 15 1 98 109