The Participation Of Community And Stakeholders In Environmental Issue Management For Green Tourism In Thailand

The objective of this research is to study the environmental issues for green tourism development of Khao Yai Forest Complex by analyzing opportunities, threats, strengths, and weaknesses from the stakeholders’ perspectives. According to weighted average score of strengths, weaknesses, opportunities, and threats, Khao Yai National Park is in the quadrant of SO (strengths and opportunities), indicating that they have strengths and opportunities and should therefore use aggressive strategy. Thap Lan National Park is in the quadrant of ST (strengths and threats), indicating that they have strengths and threats and should therefore use competitive strategy. In contrast, Pang Sida National Park, Ta Phraya National Park, and Dongyai Wildlife Sanctuary are in the quadrant of WT (weaknesses and threats), indicating that they have weaknesses and threats and should therefore use defensive strategy

Career Competencies And Career Success Of Thai Employees In Tourism And Hospitality Sector

This research assesses the relationship between career competencies and career success of Thai employees in the tourism and hospitality sector. The authors distinguished and operationalized four career competencies, i.e. computer and language skills, work spirits and ethics, team working and leadership, and tourism and hospitality knowledge and skills, and two career successes, i.e. objective and subjective career successes. A quantitative study was performed using 800 employees in four industries, i.e. restaurant, hotel, travel and tour operation, and airline business. Pearson correlation and regression analyses were used to analyze data. The results indicate that career competencies have moderately positive relation with career success. Furthermore, three career competencies, i.e. computer and language skills, team work and leadership, and tourism and hospitality knowledge and skills have effect on career success. The results are discussed with respect to facilitate organization’s training programs, which enhance employees’ career success

Development Of Sustainable Tourism Industry Along Chaophraya River

The purpose of this research is to present marketing mix strategies plans in the development of sustainable tourism industry along Chaophraya River.  The samples are 200 thai tourists and 200 foreign tourists who travel along Chaophraya River in Bangkok, Nonthaburi and Ayutthaya in Thailand.  This results reveal that the operators should plan their marketing strategies, focusing on distribution channels, promotion and quality of service, so that the Thai and foreign tourists could perceive more than their expectation which would lead to satisfaction. For Thai tourists to revisit in the future operators must consider perception variable in terms of personnel; and push factors in terms of seeking for escape and relaxation, which together had 13.7% influence. For foreign tourists, operators must consider perception variable in term of personnel, push factors in terms of seeking for different lifestyle and entertainment and pull factor in term of environment quality, which together had 18.1% influence. Moreover the operators should increase the sustainable tourism such as preserving and public relation of natural environment and have local tourist guide

An Examination Of Tourists Loyalty Towards Medical Tourism In Pattaya, Thailand

The purpose of this study is to explore the antecedents of tourists’ attitudinal loyalty towards medical tourism in Pattaya (a major tourist destination in Thailand). Multiple regression analysis indicated that attitudinal loyalty towards medical tourism was mainly driven by satisfaction, trust, perceived value, destination familiarity, as well as destination image, respectively. When examining these antecedents between hospital tourists and clinic tourists, the results indicated that trust becomes the most important driver for hospital tourists whereas satisfaction becomes the most important driver for clinic tourists

The Relative Impact Of Competitiveness Factors And Destination Equity On Tourists Loyalty In Koh Chang, Thailand

The purpose of this study is to investigate the relative impact of competitiveness factors and destination equity on tourist’s loyalty toward Koh Chang (Chang Island) one of the famous tourist destination in Thailand). Multiple regression analysis indicated that attitudinal loyalty was mainly driven by destination equity (destination image and destination awareness). The competitiveness factors that significantly influence domestic tourists are (1) location of destination, (2) quality of service and (3) natural resources while the competitiveness factor that influence international tourists is natural resources

Environmental Sustainability In The Thai Hotel Industry

Nowadays, the growing concern of environmental sustainability does not only influence consumers’ demand but also how companies run their own business. Consumers are more conscious about the environment and demanding environmental friendly products and services. Consequently, the tourism industry currently faces increasing demands from consumers to achieve levels of environmental responsiveness. Thus, companies strive to implement environmentally friendly and socially responsible practices to gain competitive advantage, while still maintaining commercial success. Moreover, empirical evidence indicated that companies’ increased environmental support results in the development of customer trust and commitment as well as higher profitability. Thus, this study attempts to investigate the antecedents of loyalty in the hotel industry by examining the impacts of attitude toward the hotel’s environmental concern, subjective norms, perceived value and destination competitiveness on customers’ future intentions. Also, the comparative examination of these relationships between high and low environmental concern groups was included. Results revealed that perceived value is, followed by destination competiveness, the most powerful predictor of future intentions in both high and low environmental concern groups. In addition, attitude towards the hotel’s environmental concern significantly influenced future intentions solely in high environmental concern group. Contrary to our expectation, subjective norms exerted no significant effect on future intentions in both groups

Thai Silk Product Industry Development In The Northeastern Region Of Thailand

This research aims to study the relationship between independent variables (value, motivation, brand personality, attitude toward product and demographic factor) and dependent variables (purchasing behavior and trend to buy in the future) of Thai silk industry in Northeastern region, Thailand.  Quantitative analysis is allowed in this study. This research includes 400 customers who buy Thai silk in two provinces (Roi-Et and Khon-Khen) in the Northeastern region in Thailand. Multiple regression analysis was employed in this study. The result shows that motivation and value are strong influenced on purchasing behavior and trend to buy product in both provinces. However, brand personality and attitude toward product are partially supported our expectations. 

นวัตกรรมทางการตลาดของผู้ประกอบการธุรกิจถนนคนเดินเพื่อการยอมรับของนักท่องเที่ยวชาวต่างชาติและชาวไทย: กรณีศึกษาจังหวัดเชียงใหม่ และภูเก็ต (MARKETING INNOVATION OF WALKING STREET ENTREPRENEURS FOR GAINING ACCEPTANCE OF FOREIGN AND THAI TOURISTS...)

บทคัดย่อ งานวิจัยเรื่องนี้มีวัตถุประสงค์เพื่อศึกษา นวัตกรรมทางการตลาดของผู้ประกอบการธุรกิจถนนคนเดินเพื่อการยอมรับของนักท่องเที่ยวชาวต่างชาติและชาวไทยของจังหวัดเชียงใหม่ และภูเก็ตโดยใช้การการวิจัย เชิงปริมาณและการวิจัยเชิงคุณภาพ การวิจัยเชิงปริมาณใช้แบบสอบถามกับนักท่องเที่ยวที่มาท่องเที่ยวในถนนคนเดินเชียงใหม่และถนนคนเดินภูเก็ตรวม 690 คน ส่วนการวิจัยเชิงคุณภาพ ใช้การสัมภาษณ์แบบเจาะลึกและการสัมภาษณ์กลุ่มเฉพาะจากผู้ประกอบการและบุคลากรภาครัฐที่เกี่ยวข้องรวม 30 คน จากผลการวิจัย พบว่า นักท่องเที่ยวมีระดับความต้องการนวัตกรรมทางการตลาดอยู่ในระดับมาก มีความคิดเห็นต่อขีดความสามารถของผู้ประกอบการถนนคนเดินว่าอยู่ในระดับเหนือกว่าคู่แข่ง มีการยอมรับนวัตกรรมอยู่ในระดับยอมรับมาก มีความพึงพอใจโดยรวมอยู่ในระดับพึงพอใจถึงพอใจมาก มีแนวโน้มพฤติกรรมการท่องเที่ยวในอนาคตอยู่ในระดับสูงถึงสูงมาก และมีความตั้งใจจะแนะนำบอกต่ออยู่ในระดับตั้งใจมาก นอกจากนั้นปัจจัยนวัตกรรมทางการตลาดมีผลต่อ การยอมรับนวัตกรรม ความพึงพอใจโดยรวม แนวโน้มพฤติกรรมการท่องเที่ยวในอนาคต และความตั้งใจจะแนะนำบอกต่อที่หลากหลายและแตกต่าง ขึ้นอยู่กับสถานที่ตั้งของถนนคนเดิน และจุดประสงค์ของการท่องเที่ยวของกลุ่มตัวอย่าง อีกทั้งยังขึ้นอยู่กับเชื้อชาติของกลุ่มตัวอย่าง คำสำคัญ: ถนนคนเดิน นวัตกรรมการตลาด การท่องเที่ยว Abstract The purpose of this research is to study the marketing innovations of walking street entrepreneurs to gain acceptance of Foreign and Thai Tourists in Chiangmai and Phuket provinces, using both quantitative and qualitative analysis. Quantitative analyses were done using questionnaires from 690 tourists in Chiangmai and Phuket walking streets. For qualitative analysis, in-depth interview and focus group method were employed with a total 30 interviewees, consisting of walking street entrepreneurs and related government officers. It was found that tourists had high needs for marketing innovations, considered the competitiveness of the walking streets entrepreneurs to be above competitors, had high level of innovation adoption, high to very high level of satisfaction, high to very high tendency of repeated visits in the future and high tendency to recommend others to visit. In addition, marketing innovations has differential effects on innovation adoption, satisfaction, tendency of repeated visits in the future, and intention to recommend others to visit, depending on location of the walking streets, purpose of visits, and nationality of the tourists. Keywords: Walking street, Marketing innovation, Tourism