Journal of Thai Hospitality and Tourism

Guideline Potential Development of Agro Tourism in Wangnamkhiao District, Nakhon Ratchasima Province

Thanawat Patthamaritthikul — 2024-09-19

This study aims to 1) assess the potential of agro-tourism attractions and 2) propose guidelines for the potential development of agro-tourism in Wangnamkhiao District, Nakhon Ratchami Province, through mixed-methods research. It comprises both quantitative research and qualitative research. This study’s population included 15 members of the community, 2 government representatives, and 330 tourists. An in-depth interview form and questionnaire were utilized in this study and were evaluated using descriptive analysis, descriptive statistics, and content analysis.

The study found that 1) the overall potential of agro-tourism attractions is high, and 2) the guidelines for developing agro-tourism potential should focus on four issues, including agro-tourism attraction management potential, agro-tourism site support potential, agro-tourism site service potential, and agro-tourism site attractive potential.

Traveler's Perspective on Awareness and Perceived Usefulness from Social Enterprise Management in Community Tourism on the Travel Intention

Jutatip Deshyangul — 2024-09-19

In this research investigation, the researcher examines (1) the level of tourist perception of social enterprise development, awareness, benefits from tourism, confidence, and participation in tourism promotion affecting tourism intention; and (2) the influence of antecedents of tourist perception in the aspects of awareness and benefits from tourism through tourist perception in the aspects of confidence and participation in tourism promotion leading to tourism intention.

Findings showed that tourist perception in the aspect of awareness (AW) exhibited the total influence on tourism intention at the highest level of 0.886, higher than benefits from tourism. This means that tourists had knowledge, understanding, and awareness of the conservation of natural community resources with social enterprise management at a high level. The mediator, participation in tourism promotion, exhibited the total influence on tourism intention four times higher than the factor of confidence. The correlation coefficients of the factors of confidence, participation in tourism promotion, and tourism intention were 0.599, 0.471, and 0.844, respectively. This means that tourist attractions concerning the environment need to encourage participation in tourism promotion at a high level in order to raise the level of tourism intention for the environment.

Strategies for the Development of Routes and Resource-Based Innovative Tourist Attractions Existing in the Lower Northern Region 2 after the COVID–19 Situation

Thanida Jomyim — 2024-09-19

The purpose of this research is to study and create strategies and present route development strategies and an innovative tourist attraction based on existing resource bases in the lower northern region 2 after the situation of COVID–19, using mixed-method research, including quantitative research that collects data from entrepreneurs and government officials, 400 academics, and civil society, and qualitative research using in-depth interviews with entrepreneurs and government officials, totaling 15 people.

The research results in responding to the objectives were found that:

Objective 1: To study strategies for developing routes and innovative tourist attractions based on existing resources in the lower northern region of Thailand 2 after the COVID–19 situation. It was found that all aspects were high.

Objective 2: Strategies for the development of routes and innovative tourist attractions based on existing resources in the lower northern region 2 after the COVID–19 situation. The operation is heading in the direction of achievement. It is effective in developing communities and raising their outstanding potential. It has a real identity

Objective 3: To present strategies for developing routes and innovative tourist attractions based on existing resource bases in the lower northern region 2 after the COVID–19 situation. To achieve sustainable goals according to the needs of all stakeholders.

The Agricultural Site Readiness for Mice Travelers (Floral and Ornamental Plants Category), Udon Thani Province

Apipatchaya Nonthanee — 2024-09-19

This article is part of the thesis entitled "The Development of Agricultural Site Flowering and Ornamental Plants Category for MICE (Meetings, Incentives, Conferences, and Exhibitions) Travelers, Udon Thani Province." The purpose of this paper is to study the readiness of the agricultural site flowering and ornamental plants category for MICE travelers in Udon Thani Province and to propose development guidelines for the agricultural site flowering and ornamental plants category for MICE travelers in Udon Thani Province. The researcher investigated the concept in relevant ideas and literature and the criteria for readiness to conduct MICE operations in agricultural sites, types of florals, and ornamental plants for MICE travelers. A qualitative research model was combined with a quantitative research model in the research methodology. Questionnaires and in-depth interviews were utilized as research techniques.

Due to the strategy of Udon Thani province to grow and enhance the quality of floral and ornamental farming, the study's findings indicate that the site is prepared for development to accommodate MICE travelers. There is an effort to diversify agricultural operations to assist the MICE business. Regarding site readiness criteria, it was determined that activities before and after the meeting were adequately prepared. Hence, to increase the site's competitive potential, it must be enhanced in terms of the completed traveler program, event space, and conference rooms, as well as the personnel readiness.

The Potential and Readiness: Being a Destination for MICE Industry of Thailand

Nithikittikarn Hemsuwan — 2024-09-19

The MICE industry is one industry that is different from other industries. Generally, it is expanding rapidly by leaps and bounds. It is considered an industry that plays a vital role in Thailand's economy. This research study aimed to study the MICE industry's resource potential and readiness to be the destination of Thailand's MICE industry and as a guideline for development destinations of the MICE industry in Thailand. The sample consisted of 500 stakeholders in the MICE industry in Thailand. Most of the respondents were female, on average 36-50 years old, single, and had bachelor's degrees. They also had 6-10 years of experience in an events management company (EMC). It was found that the potential and readiness factors affecting Thailand’s MICE industry destination are accommodation and accommodation facilities. Next is the ease of access to the event area and the risk of cancellation and security. This paper is submitted in partial fulfillment of the dissertation. As part of the dissertation preparation, a research study, “Destination Branding Model Development to a Competitive Advantage for the MICE Industry in Thailand,”

Development of a Palm Sugar Product’s Bilingual Label and a Brochure for Advertising Palm (Look Tan) Products of the Community Enterprise Group at Ban Thahin, Sathing Phra District, Songkhla Province

Praepan Eiadkaew — 2024-09-19

The objectives of this research were 1) to develop a bilingual label of palm sugar product and a bilingual brochure for advertising palm (Look Tan) products of Tan Ta Nod Community Enterprise Group, Ban Tha Hin, Sathing Phra District, Songkhla Province; and 2) to inquire about the satisfaction of general consumers, community enterprise group, and community leaders at Ban Tha Hin, Sathing Phra District towards the developed label of the palm sugar product and the bilingual brochure. The research instruments were: 1) the palm sugar product label, 2) the bilingual brochure, and 3) a 5-point rating scale questionnaire. The questionnaire contained 3 sections: 1) general information, 2) 14 closed-ended question items, and 3) comments. The population in this study was a total of 150 people consisting of general consumers (120 people), Ban Tha Hin’s Community Enterprise Group members (20 people), and community leaders (10 people). The statistics used in the data analysis were descriptive statistics consisting of mean, percentage, and standard deviation.

The overall findings showed that the satisfaction toward the palm sugar product label and bilingual brochure of the customers, Ban Tha Hin Community Enterprise Group members, and community leaders was at the highest level (x̄ = 4.56, SD = 0.46). When considering each part (label and brochure), it was found that for item 1, the content on the label was concise, relevant, and easy to understand. It was at the highest level (x̄ = 4.73, SD = 0.21). As for the brochure, the results showed that in item 8, the content, both Thai and English, encouraged the customers to know about Tan Ta Nod Community Enterprise Group’s products more and was at the highest level (x̄ = 4.77, SD = 0.19).

The Analysis of Research Works in Regard to Train Tourism in Thailand to the Development of Thailand’s Sustainable Tourism

Thareethip Laowirojanakul — 2024-09-19

This documental study focuses on 1) exploring the preliminary information of research work in regard to train tourism during the past 15 years and 2) analyzing and synthesizing such research works to reflect the greater view regarding train tourism in Thailand from the TCI academic database and Google Scholar, as well as using content analysis and descriptive statistics to analyze and present the data.

According to the findings, there have been 56 studies related to tourism by train in Thailand in the last 15 years. Most of them are qualitative and documented studies that were published in Thai journals throughout 2020–2022. Those studies are about the history and culture in the western and the whole parts of Thailand. The studies of the tourism by train are grouped into 6 components: 1) history and culture, 2) infrastructure and service, 3) community and tourism destination, 4) tourist behavior and motivation, 5) language and communication, and 6) sustainability and environmental friendliness. The State Railway of Thailand, as a direct train tourism provider, state administrators, and local organizations may apply the knowledge from this study to enhance the development of tourism by train for the beneficial purposes of Thailand’s economy, society, and environment in tourism.

Analysis of the Factors Affecting the Long-term Survivability of Chiang Mai Restaurants Using Analytic Hierarchy Process (AHP)

Tila Laohaviraphap — 2024-09-19

During the COVID–19 pandemic, ensuring the sustainability of restaurants has become a pressing concern for owners around the world. To investigate the factors that allowed renowned restaurants in Chiang Mai, Thailand, to survive the crisis, we conducted interviews with 15 experienced restaurant owners who have been in business for more than ten years. Using the Analytical Hierarchy Process (AHP), we asked them to identify the essential factors for their businesses' survival. Our analysis allowed us to determine the significance and weight of each factor. Our findings indicate that restaurant quality was the most significant factor with a score of 45.16%, followed by the adaptation factor with an importance weight of 26.79%. The least significant factor was government involvement, with a weight of 3.03%. We recommend that restaurateurs prioritize preserving the quality of their food and the restaurant's original concept while keeping costs manageable for long-term success. Relying too heavily on government assistance may not be a reliable strategy. Additionally, restaurant owners should focus on maintaining food quality and service, adapting to changing circumstances, prioritizing financial stability, and ensuring hygiene and safety. By using this information, restaurant owners can better navigate crises and successfully run their businesses in the future. Overall, our study's results will be useful for entrepreneurs and stakeholders in the food and beverage industry as they provide insights into the survival factors that are critical to running a successful SME restaurant business in Chiang Mai.