Journal of Business Administration The Association of Private Higher Education Institutions of Thailand

Integrated Development of Wellness Tourism Based on Hot Spring Resources: A Case Study of Khlong Thom District, Krabi Province

2026-03-07T11:39:56+07:00

This research aimed to (1) examine the context and potential of hot spring resources for development into wellness tourism destination, and (2) synthesize an integrated development model for sustainability, using Khlong Thom District, Krabi Province as a case study. The study employed a qualitative methodology, collecting data through in-depth interviews with 23 key informants from four sectors: government, private sector, community leaders, and academics, along with field observations. Data were analyzed and validated using triangulation techniques.

The findings revealed that (1) the hot spring resources in Khlong Thom District have high potential in terms of physical quality, suitable temperature, and natural landscapes, making them well-suited for development into wellness tourism destination. The young tourists represent the primary target market, and the private sector plays a significant role in developing wellness related services such as spas, resorts, and rehabilitation programs. However, limitations were identified in infrastructure, service standards, integrated management, and insufficient public relations. (2) The synthesis of the findings led to the proposal of an integrated development model comprising three dimensions: the upgrading infrastructure and service standards; the designing experiential wellness activities that reflect local identity; and the strengthening of the capacity and leadership role of the community. These dimensions aim to elevate the area into a sustainable, province-level wellness tourism destination. The results of this study can serve as guidelines for government agencies in formulating policies and master plans for wellness tourism development. The proposed approach emphasizes integrated collaboration among the government, private sector, and local communities, empowering stakeholders to co-develop distinctive local wellness tourism products and services. It also highlights the importance of establishing measures for resource management, environmental conservation, and the maintenance of ecological balance to ensure long-term sustainability.

A Study of the Influence of the ESG Model and the Customer Centric Concept on the Attitudes of Thai Consumers toward the Decision to Purchase Electric Vehicles (EVs) in the Bangkok Metropolitan Area

2026-02-04T14:18:45+07:00

This research aimed to: 1. study the factors influencing electric vehicle (EV) purchase decisions in Bangkok Metropolitan Area; 2. analyze the direct and indirect relationships of the ESG model concept on Thai consumers’ attitudes and EV purchase decisions in Bangkok Metropolitan Area; 3. analyze the direct and indirect relationships of the Customer Centric concept on Thai consumers’ attitudes and EV purchase decisions in Bangkok Metropolitan Area; and 4. examine the mediating role of Thai consumers’ attitudes between (1) the ESG model concept and EV purchase decisions in Bangkok Metropolitan Area, and (2) the Customer Centric concept and EV purchase decisions in Bangkok Metropolitan Area. This study employed quantitative research methodology. Data were collected from 400 respondents who were interested in and decided to purchase EVs through vehicle reservations at the 46th Bangkok International Motor Show 2025. The research instrument was a questionnaire that was tested for validity and reliability, with a reliability coefficient of 0.878. Data were analyzed using descriptive and inferential statistics, including Structural Equation Modeling. The findings revealed that both the ESG model concept and the Customer Centric concept had a direct influence on EV purchase decisions and an indirect influence through Thai consumers’ attitudes at a statistical significance level of 0.05. In addition, Thai consumers’ attitudes had a direct influence on EV purchase decisions at a statistical significance level of 0.05. Consumers’ attitudes also functioned as a mediating variable linking the influence of external factors, namely the ESG model concept and the Customer Centric concept, to EV purchase decisions. The findings of this research can be used as a guideline for promoting ESG knowledge and sustainable consumption in order to raise awareness and encourage environmentally friendly consumer behavior in the long term.

Digital Travel Experience Influencing Passenger Loyalty in Full-Service Airlines

2026-02-14T16:00:21+07:00

This research aimed to: (1) examine the digital travel experiences of full-service airline passengers; (2) investigate passenger loyalty to full-service airlines; and (3) analyze the influence of digital travel experiences on passenger loyalty. The study employed quantitative research design using questionnaires. The population consisted of Thai passengers aged 20 years and older who had traveled with full-service airlines. The sample size was determined using Cochran’s formula with a 95% confidence level and a 5% margin of error, resulting in a total of 385 respondents selected through convenience sampling. Data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as inferential statistics through simple linear regression analysis.

The results indicated that: (1) respondents reported very good digital experiences before and during travel, and moderate experiences after travel; (2) passengers demonstrated very high levels of both attitudinal and behavioral loyalty toward full-service airlines; and (3) overall digital experiences across all stages of travel—before, during, and after—were at a moderate level. The study further revealed that pre-travel digital experiences significantly influenced passenger loyalty to full-service airlines at the 0.01 level of statistical significance. Notably, pre-travel digital experiences had the strongest impact on both behavioral and attitudinal loyalty. These findings suggest that airlines can enhance passenger satisfaction and strengthen loyalty by improving their digital technology systems and developing integrated platforms that include check-in, baggage tracking, flight delay notifications, gate information, and mileage accumulation within a single application.

The Influence of Organizational Support, Attitudes toward Technology Use, Perceived Usefulness, and Perceived Ease of Use on Employees’ Innovative Work Behavior at ABC Company

2026-03-31T20:12:18+07:00

perceived usefulness, and innovative behavior in the workplace; and (2) investigate the influence of organizational support, attitude toward technology use, perceived usefulness, and perceived ease of use on employees’ innovative behavior at ABC Company, a Thai medical device manufacturer with over 50 years of experience that is currently adapting to digital technology in its operations. The sample consisted of 88 employees from ABC Company. A questionnaire was used as the data collection instrument. The data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as inferential statistics, including Pearson’s correlation coefficient and multiple regression analysis.

The results indicated that: (1) Pearson’s correlation analysis revealed that all variables organizational

support, attitude toward technology use, perceived ease of use, and perceived usefulness were positively and significantly related to innovative behavior in the workplace at the 0.01 level. Among these, perceived ease of use showed the strongest relationship (r = 0.837); and (2) the multiple regression analysis demonstrated that the model explained 57.6% of the variance in innovative work behavior (R² = 0.576), which was statistically significant at the 0.05 level. The predictors, ranked in descending order of significance, were perceived usefulness (β = 0.63), attitude toward technology use (β = 0.337), and perceived ease of use (β = 0.196). These findings suggest that organizations should prioritize the development of user-friendly technologies that deliver tangible benefits, alongside supportive organizational policies, in order to foster innovative behavior among employees and enhance long-term organizational competitiveness.

The Influence of E-Service Quality, Satisfaction, and Electronic Word-of-Mouth on the Repeat Usage of Private Transportation Services in Upper Northern Region of Thailand

2026-04-21T16:16:33+07:00

The objectives of this research were: 1) to study the significance of electronic service quality, satisfaction, electronic word-of-mouth, and repurchase intention among users of private transportation services; and 2) to examine the influence of electronic service quality, satisfaction, and electronic word-of-mouth on repurchase intention among users of private transportation businesses in the upper northern region of Thailand. The population consisted of users of private transportation businesses in the upper northern region of Thailand across nine provinces: Chiang Rai, Nan, Phayao, Chiang Mai, Mae Hong Son, Phrae,
Lampang, Lamphun, and Uttaradit, who had used the services at least once within the previous six months. This study employed a quantitative research approach. The sample group comprised 400 respondents selected through purposive sampling. The research instrument used for data collection was a questionnaire. Data were analyzed using descriptive statistics, including frequency, percentage, and standard deviation, while inferential statistics were analyzed using Structural Equation Modeling (SEM). The findings revealed that all factors were rated at a high level of importance. The model demonstrated a good fit with the empirical data, with the following indices: X²/df = .919, GFI = .941, AGFI = .926, CFI = 1.000, NFI = .938, and RMSEA = .000.
Furthermore, quality of electronic service has had a positive influence on satisfaction. Electronic service quality also positively influenced electronic word-of-mouth. However, electronic service quality had a negative influence on repurchase intention. Satisfaction positively influenced repurchase intention. In addition, electronic word-of-mouth positively influenced repurchase intention with the significance level. This study can serve as a guideline for private transportation business operators to continuously improve the quality of electronic services in order to create positive experiences for customers and increase the likelihood of repeat service usage.

Technical Efficiency Measurement of Cassava Production of Thailand

2026-04-21T15:19:59+07:00

Currently, cassava producers face numerous economic and natural challenges that impact production. This research aims to examine the technical efficiency of cassava cultivation under existing technologies, as well as the factors contributing to technical inefficiency in cassava cultivation in Thailand. The study uses secondary data from cassava production during the 2022/23 growing season, with a sample of 400 farmers. Data analysis is conducted through descriptive statistics and Stochastic Frontier Analysis (SFA) using a Cobb-Douglas production function model. Factors affecting technical inefficiency (TI) are analyzed using Maximum Likelihood Estimation (MLE) to estimate coefficients. The study found that the factors influencing cassava production include land area and fertilizer quantity, at a significance level of 0.01. Thailand’s average technical efficiency score stands at 0.852, indicating a high level of technical efficiency. Four factors contributed to technical inefficiency: production experience, frequency of training, age of the farmer, and disease affecting production. To maximize production efficiency, relevant agencies should support farmer training on appropriate fertilizer use, sustainable land management, plant disease prevention and control, and efficient production practices to reduce yield losses. Improving the use of these resources will enable farmers to fully enhance production efficiency, reduce environmental impact, and increase food security, aligning with Sustainable Development Goals (SDGs) Goal 2 on eliminating hunger, and Goal 12 on sustainable production and consumption.

Work-life Balance and Its Impact on the Work Efficiency of Administrative Civil Servants in the Office of the Attorney General, Region 5

2026-05-11T16:25:02+07:00

This research aimed to (1) study the differences in personal factors affecting work performance, (2) study the levels of work–life balance and work performance, and (3) analyze the influence of work–life balance on the work performance of administrative officers under the Office of the Attorney General Region 5. This study employed a quantitative research approach. The population consisted of 484 individuals, and the sample size was determined using Yamane’s formula, resulting in 250 participants selected through purposive sampling. The research instrument was a questionnaire that had been tested for content validity, with the index of item-objective congruence (IOC) meeting acceptable criteria. Data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as inferential statistics, including independent sample t-test, one-way ANOVA, and multiple regression analysis. The findings revealed that differences in monthly income significantly affected work performance, whereas differences in gender, age, educational level, job position, and marital status did not significantly affect work performance. Furthermore, work–life balance in the dimensions of work, intellectual, family, and financial aspects had a statistically significant positive influence on work performance. In contrast, time-related work–life balance had a statistically significant negative influence on work performance. These findings reflect that the management of work–life balance in each dimension should take into account their differing influences in order to appropriately enhance the work performance of public sector personnel.

Developing a Resilient Supply Chain Risk Management Program: A Case Study of an Automotive Parts Manufacturer in Thailand

2026-03-12T14:25:31+07:00

This research aims to investigate potential risks within the supply chain of Flexigen Korat, a newly established manufacturing facility under the Flexigen Group. The plant operates under a Just-in-Time (JIT) system, making it particularly vulnerable to disruptions in the supply chain. The objectives of this study are to identify potential risks that may disrupt operations, assess their impacts, and propose risk mitigation strategies to enhance supply chain resilience. The study employs qualitative interviews and risk assessment techniques, drawing upon historical disruption records from other manufacturing facilities within the same region. The findings reveal a total of 24 potential risk factors, which were evaluated using ABC analysis and categorized into three priority levels: high-risk (A-RISK), medium-risk (B-RISK), and low-risk (C-RISK).
This analysis provides a comprehensive overview of the risk structure that may affect Flexigen Korat and serves as a foundation for developing risk mitigation strategies aligned with the likelihood and severity of each risk. These strategies are intended to strengthen the resilience of the supply chain and improve its ability to withstand and recover from disruptions. measures highlight that systematic risk identification and assessment, combined with the implementation of appropriate mitigation measures, can significantly enhance the overall effectiveness of risk management. Furthermore, it recommends future research on the outcomes of implementing risk management strategies in practice, as well as the continuous monitoring, review, and updating of risk assessments to ensure the long-term continuity of organizational operations.