Nongnuch, Wannawanat, Wongladda Weerapaiboon, และ Thanakrit Sangchoey. 2026. “Experiential Marketing Strategies for Forest Bathing: In-depth Perspectives from Small and Medium-sized Accommodation Business Entrepreneurs”. Journal of Business, Innovation and Sustainability (JBIS) 21 (3). https://doi.org/10.71185/jbis.2026.286987.