Journal of Business, Innovation and Sustainability (JBIS)

An Analysis of Determinants Influencing Thailand’s Outward Foreign Direct Investment in BRICS Countries

2026-09-30T10:27:22+07:00

This study aims to analyze the factors influencing Thailand’s outward foreign direct investment (OFDI) in BRICS countries by examining both pull and push factors. A quantitative research approach was employed using Panel Regression for pull factors and a Vector Autoregressive (VAR) model for push factors, based on data from 2005 to 2022 obtained from secondary sources, including the World Bank, the Bank of Thailand, and the World Development Indicators (WDI). The findings indicate that among the pull factors, the Rule of Law Index (RL) and Gross Domestic Product (GDP) in host countries have positive and statistically significant influences on Thailand’s OFDI, suggesting that legal stability and market size are primary determinants for investment decisions. Trade openness (OPEN) showed a positive but not statistically significant effect. For the push factors, none of the domestic variables were statistically significant, but lagged OFDI values in the VAR model consistently demonstrated positive and significant impacts, highlighting strong path dependency in Thailand’s outward investment. These results suggest that Thai firms prioritize host-country institutional quality and economic conditions, while domestic economic and political factors play a lesser role in shaping OFDI flows in the short term.

Readiness and Skills in Adapting to Industry 5.0 of SMEs in Lower Central Region 1

2026-09-30T10:27:19+07:00

This research aimed to study the readiness and skills of SMEs in the Lower Central Region 1 in adapting to Industry 5.0. The sample consisted of 400 SME entrepreneurs or business executives in the region. The results revealed that most SMEs still have small business structures, with fixed assets not exceeding 50 million baht and fewer than 50 employees. The importance given to adapting to digital technology was moderate (average 3.19). The highest importance was placed on adapting to digital technology (average 3.46), while the lowest was on automation in production processes (average 3.06). Overall readiness to enter Industry 5.0 was at a moderate level (average 3.10), with the highest readiness in AI, IoT, and Cloud (average 3.31), but low readiness in investment for organizational transformation toward Industry 5.0 (average 2.92).

The skill gap was found to be 0.589. Hypothesis testing using the t-test showed statistically significant differences at the .001 level for all skills. Emotional intelligence (t = 8.738, p < .001) and digital literacy (t = 7.665, p < .001) had the largest gaps, indicating high demand from entrepreneurs compared with the actual skills of employees. Although data analysis skills had the smallest gap (t = 5.774, p < .001), the difference was still statistically significant, reflecting the need for continuous development of these and other skills.

SMEs in the Lower Central Region 1 viewed Industry 5.0 as influencing competition in terms of quality and sustainability. However, SMEs in this region still face limitations in capital, human resources, and access to technology. The study suggests that the government should provide financial and digital infrastructure support, as well as training programs in soft skills and digital skills for employees, in order to enhance competitiveness and foster sustainable Growth of SMEs in the industry 5.0 era.

Lean Management Implementation in Pineapple Fiber Processing Community Enterprises for Sustainable Development

2026-09-30T10:27:04+07:00

This study investigates lean management approaches within a community enterprise that processes pineapples, with the aim of reducing operational costs through structured business management assessments. The following research uses qualitative methodology, incorporating statistical methods in financial management and Lean management principles, along with in-depth interviews of three community enterprises regarding thenon-food products from pineapple waste. The research findings were as follows:

1. The lean management approaches include the design of a business logo by the community enterprise owners, symbolizing the organizational identity and strategic directions. The enterprise reduces environmental pollution and contributes to long-term economic development through the Prachuap Khiri Khan province's green economy development initiative by processing discarded pineapple peels and crowns into non-food goods. This method enhanced and optimized management procedures, diminished dependency on labor, and prioritized work delegation according to instructions from the community enterprise leader. As a result, work processes were accelerated, and operational efficiency then improved.

2. The business management assessment has shown a reduction in operating cost value through the productionprocess modifications. Especially, the enterprise transitioned from chemical-based methods to plant-based biological degradation for extracting those pineapple fibers, leading to reduced pollution and environmental impact. Following the implementation of the lead process management, a cost reduction of 7.67% was achieved. The failure to reach the 10% target was attributed to economic conditions, including the declining sales and persistently high operating costs, particularly in production. The researcher proposed several solutions to address these problems, including intensifying marketing efforts, designing modern products to appeal to more younger consumers, and emphasizing the product's nature-derived from natural materials to increase sales volume and enhance competitiveness.

Integrated Marketing Communication as a Driver of Promote Graduate Program

2026-09-30T10:27:02+07:00

This article aims to present a study on communication channels and strategies for promote graduate program based on the concept of marketing communication that effectively reaches the target audiences. This qualitative research employed in-depth interviews with 21 key stakeholders of the program, including administrators, alumni, current students, prospective students, staff, lecturers, and employers of graduates.

The findings revealed that traditional media channels were used for disseminating program information through interpersonal communication such as word-of-mouth from senior students, peers, staff, or lecturers, as well as through bulletin boards, meeting documents, billboards, activities, and mass media. Regarding new media, stakeholders accessed program information via digital platforms connected to the internet, such as the faculty or university website, Facebook page, Line application, and email. Each medium presented its own advantages and limitations.

From the perspective of marketing communication, the study highlights the importance of applying integrated marketing communication (IMC) tools which including advertising, public relations, word-of-mouth marketing, special events, and sales promotion. The research concludes with seven “marketing communication strategies” that can influence the decision-making of prospective students to enroll in the program. These communication approaches provide valuable insights from various stakeholders to support curriculum planning and future program development.

Hotel Brand Loyalty in Western Thailand: A Dual-Analytical Approach Using Structural Equation Modeling and Necessary Condition Analysis

2026-09-30T10:26:58+07:00

This study investigates the relationships among overall service quality, customer satisfaction, customer engagement behaviors, and hotel brand loyalty within the sustainable tourism context of Western Thailand's accommodation sector. It further explores the roles of online reviews, hotel management responses, and artificial intelligence technology in shaping customer perceptions. Data were collected from 459 Thai consumers with prior hotel booking experience through online platforms using a structured questionnaire. Structural equation modeling (SEM) was employed to examine sufficiency relationships among the latent constructs, while necessary condition analysis (NCA) was used to identify minimum threshold conditions for achieving high brand loyalty. The results reveal that the consumer decision-making process and guest online feedback significantly influence perceived service quality, which in turn drives customer satisfaction and engagement behaviors, ultimately leading to brand loyalty. NCA results further demonstrate that service quality and customer satisfaction function as necessary conditions for high loyalty levels, while artificial intelligence showed no statistically significant effect within this context. These findings contribute to the hospitality literature by integrating SEM and NCA to distinguish between sufficiency and necessity conditions, offering actionable insights for improving service quality and fostering long-term brand loyalty in Thai hotels.

Digital Economy and Employment Quality in China: The Mediating and Moderating Role of Educational Resource Allocation

2026-09-30T10:26:55+07:00

Using provincial panel data from 30 Chinese provinces over the period 2011–2022, this paper employs fixed-effects models to examine the impact of digital economy development on employment quality. The results reveal that digital economy development significantly improves employment quality, with this effect remaining robust after addressing potential endogeneity and using different model specifications. Additionally, the study shows that investment in educational resources partially mediates the relationship between the digital economy and employment quality. Notably, the structure of educational resources, as measured by the average size of higher education institutions, exhibits a significant negative moderating effect, challenging conventional expectations. The findings further highlight that the positive effects of the digital economy on employment quality are stronger in the eastern and central regions than in the western and northeastern regions. However, it should be noted that the positive impact is mainly concentrated in the “work environment” subdimension, with no significant effects observed on work income and labor protection. Based on these findings, the study suggests that improving employment quality in the digital economy requires not only continued digital development but also increased investment in education and better alignment of higher education resource allocation with regional development needs.

Marketing Mix Mediation: Lifestyle and Fashion Product Loyalty among Thai Gay Consumers

2026-09-30T10:26:49+07:00

Purpose – This study examines determinants of fashion product loyalty among Thai gay consumers within the pink economy, focusing on the relationships among lifestyle, buying behaviors, marketing mix evaluations, and loyalty.

Design/methodology/approach – Survey data from 229 Thai gay consumers were analyzed using structural equation modeling (SEM). The measurement model was assessed via confirmatory factor analysis (CFA), and structural paths were estimated using maximum likelihood.

Findings – The results support a full mediation mechanism, lifestyle and buying behaviors do not directly influence loyalty. Lifestyle positively influences buying behaviors (β = .806, p < .001), which in turn predicts marketing mix evaluations (β = .859, p < .001), leading to loyalty (β = .680, p < .001). The direct effects of lifestyle and buying behaviors on loyalty are not significant.

Practical implications – Symbolic “rainbow-washing” is insufficient; brands should strengthen tangible marketing mix execution (product, price, place, and promotion) in ways that align with the segment’s behavioral patterns.

Social implications – The study highlights the limitations of performative LGBTQ+ marketing and underscores the importance of substantive inclusion.

Originality/value – The study provides empirical evidence from an emerging Asian market and suggests that marketing mix evaluations fully mediate the relationship between lifestyle and loyalty in this context.

The Development Guidelines of Wellness Tourism for Affluent Tourists in the Eastern Economic Corridor (A Case Study of Chonburi Province)

2026-09-30T10:26:46+07:00

This study aimed to investigate the motivational factors for travel among affluent tourists that influence perceptions of wellness tourism potential and their decision to engage in it. Also, the study examined the readiness of wellness tourism development in Chonburi Province. A mixed-methods research design was employed. The quantitative research utilized a survey method to collect data from affluent Thai and international tourists who traveled to Chonburi Province for wellness tourism purposes. A purposive sampling was applied, yielding a total of 356 valid responses. The data were analyzed using multiple regression analysis. The qualitative research involved in depth interviews with 12 key stakeholders associated with tourism development and wellness service provision in Chonburi Province. The findings revealed that motivational factors, including both push and pull motivations, positively influenced the wellness tourism potential of Chonburi Province. Moreover, there are only three factors, which include natural tourism resources, cultural factors, and environmental and safety factors, that were found to significantly affect affluent tourists’ decisions in traveling for wellness. Previous studies on wellness tourism potential have primarily focused on evaluations from the supply-side perspective, while tourists’ personal experiences and motivations remain underexplored. This study addresses this gap by examining tourist motivations in relation to the perceived potential of wellness tourism destinations, providing practical insights for tourism stakeholders to develop effective strategies and sustainable management policies for attracting wellness tourists to Chonburi Province and surrounding areas.

The Relationship Between Sustainable Event Practices, Shared Value Creation, and Stakeholder Trust: A Quantitative Study of UK Event Venues

2026-09-30T10:26:42+07:00

This study examines the impact of sustainable event management (SusEM) on social, economic, and environmental value, while investigating the mediating role of stakeholder trust in the shared value creation (SVC) process within UK event venues. Although interest in SusEM has grown, empirical evidence integrating stakeholder trust and SVC remains limited. Data from 531 UK event venue professionals were analysed using SEM-AMOS. The findings show that SusEM significantly enhances multidimensional value creation, with stakeholder trust serving as a key mediator that strengthens the relationship between SusEM and SVC. The results also support SVC theory by demonstrating a sequential value creation process in which social value drives economic value, which subsequently improves environmental outcomes. By integrating SusEM, stakeholder trust, and SVC into a unified framework, this study advances sustainability research in the events industry and provides practical guidance for event venue managers seeking to leverage stakeholder trust to achieve sustainable, value-driven performance.

The Relationship Between Green Human Resource Management, Employee Green Behavior, Green Organizational Culture and Organizational Sustainability of SMEs in Bangkok and Surrounding Metropolitan Areas

2026-09-30T10:26:36+07:00

This research aimed to 1) study the level of opinions regarding Green Human Resource Management (Green HRM) and Organizational Sustainability (ESG), and 2) investigate the structural equation model of the relationships among Green Human Resource Management, Green Organizational Culture, and Employee Green Behavior with organizational environmental sustainability. A mixed-methods research design was employed, beginning with a quantitative survey. The sample consisted of 400 small and medium-sized enterprise (SME) entrepreneurs. Data were collected via a website and analyzed using descriptive statistics (percentage, mean, standard deviation) and Structural Equation Modeling (SEM) with AMOS software. For the qualitative research, in-depth semi structured interviews were conducted with 10 key informants. The analysis and conclusions were drawn by referencing real-world situations and utilizing data analysis components.

The model's goodness-of-fit, derived from the researcher's hypotheses and empirical data, was assessed against established acceptance criteria. All specified fit indices were found to be acceptable (passed), as follows the Chi-square P-value was 0.721, CMIN/df was 0.975, CFI was 1.000, GFI was 0.928, and RMSEA was 0.000. Furthermore, this model demonstrated a very good ability to explain the variance of the dependent variables. Specifically, the Organizational sustainability (ESG) variable had a high R-squared value of 0.92, followed by employee green behavior (EGB) with an R squared of 0.81, and green organizational culture (GOC) with an R-squared of 0.75.

Innovation, Perceived Value, and Customer Satisfaction as Antecedents of Behavioural Intention: Evidence from the Terrarium Market in Bangkok, Thailand

2026-09-30T10:26:33+07:00

Although increasing interest with respect to green products, little is known about how innovation affects perceived value, satisfaction, and behavioural intention within niche green product markets. This gap is particularly evident in the terrarium sector, where empirical evidence remains scarce, especially in the Thai context. To address this gap, this empirical study, which focused on the interrelation among innovation, perceived value, satisfaction, and behavioural intention determinants was carried out in Thailand’s terrarium market.

A quantitative approach using an online survey was conducted with 400 sample participants. The study implemented a probability sampling method applying systematic random sampling to select the participants. A path analysis with latent variables employed structural equation modelling (SEM) to analyze the data via AMOS version 24.

The findings indicate that perceived value is the most influential factor significantly affecting customers' behavioural intention. Among its dimensions, perceived emotional value and perceived functional value emerged as the strongest indicators. Innovation was identified as the second most influential factor, with marketing, service, and cultural innovation serving as its strongest indicators. Satisfaction ranked as the third most influential factor, with meaningfulness and affordability identified as its most important dimensions. All hypothesised relationships were statistically significant at the 0.05 level. The standardized total effects showed that perceived value had the strongest influence on customers' behavioural intention (β = .634), followed by innovation (β = .513) and satisfaction (β = .195). These findings provide empirical evidence and contextual insights into Thailand's terrarium market. From a practical perspective, businesses should adopt an integrated strategy that combines innovation, value creation, and customer satisfaction enhancement to strengthen market demand for terrarium products.

Experiential Marketing Strategies for Forest Bathing: In-depth Perspectives from Small and Medium-sized Accommodation Business Entrepreneurs

2026-09-30T10:26:28+07:00

Forest bathing is the mindful immersion in nature using all five senses to achieve deep relaxation and holistic well-being. As this practice gains momentum in Thailand’s wellness tourism, research remains focused on its definitions, values, and benefits, leaving a strategic marketing gap for the small and medium-sized accommodation industry. This qualitative study aims to analyze strategic drivers and marketing environmental factors influencing competitive advantage, alongside proposing innovative marketing mix strategies. Data were collected through semi-structured interviews with 16 founders and executives nationwide, analyzed via reflexive thematic analysis. Findings reveal the primary driver as a mission-driven model that redefines nature as a healer over mere scenery. Amidst social pressures, the Synergic Business Resilience Model (SBRM) was synthesized to emphasize community collaboration for stability. Innovation strategies include a Quality Service Innovation Model rebranding the 7Ps by prioritizing Kinship People and Crafted Process. Furthermore, the ECO-RELATE Model fosters spiritual connectivity between humans and ecosystems. These businesses have evolved into Transformative Identity Designers, establishing sustainable differentiation that surpasses competitors in the wellness industry.