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

The causal factors of academic personnel competencies influencing performance of Rajabhat Universities in the Central Region

Khanit Ruengkhajhon, Dr. Anan Thamchalai, Dr. Pissamai Jarujittipan — Mon, 29 Dec 2025 00:00:00 +0700

This research aimed to 1) study the causal factors of academic personnel competencies influencing
performance of Rajabhat Universities in the Central Region, and 2) examine the consistency of the structural
equation model of the causal factors of academic personnel competencies influencing performance of Rajabhat Universities in the Central Region. The population of the research was academic personnel of Rajabhat Universities in the Central Region. Data were collected from a sample of 400 people using the statistical probability selection method with stratified random sampling. The instrument used for data
collection was a questionnaire. Data analysis was performed by calculating percentages, means, and standard
deviations, and using the structural equation modeling technique. The results of the study found that
1) the level of opinions on motivating factors of academic personnel in general was at a high level (x̄ =4.50, S.D. = 0.44), 2) the level of opinions on supporting factors of academic personnel in general was at a high level (x̄ =4.33, S.D. = 0.62), 3) the level of opinions on competency of academic personnel in general was at a high level (x̄ = 4.54, S.D. = 0.42, and ) 4) The causal factors, motivating factors and supporting factors, had a direct and positive influence on personnel competency and had a positive indirect influence on the performance of the Central Region Rajabhat Universities. The model was consistent with the empirical data, with Chi-square/df = 1.106, GFI = 0.982, CFI = 0.999, RMSEA = 0.007. The results of the study can be used as a guideline for developing personnel competence of the Central Region Rajabhat Universities to be consistent with the university context for the performance to be efficient and effective in supporting the changes in social conditions.

Costs and Return of Investment on Hand-Crafted Candle Trays of Ban San Klang Community, Bo Haeo Subdistrict, Mueang District, Lampang Province

Jiranun Buppunhasamai, Dr. Anongwan Upradit — Mon, 29 Dec 2025 00:00:00 +0700

This research aimed to 1) study the costs and return on investment of hand-molded lanterns in Ban San Klang community, Bo Haeo sub-district, Mueang district, Lampang province, and 2) analyze the cost structure and return on investment of hand-molded lanterns in Ban San Klang community, Bo Haeo sub-district, Mueang district, Lampang province. This research was qualitative research. The sample consisted of 7 hand-molded lantern entrepreneurs in Ban San Klang community, Bo Haeo sub-district, Mueang district, Lampang province. The research instrument was a structured interview form and analyzed cost data, sales revenue, gross profit, and break-even points. The results showed that the cost of hand-molded lanterns per unit was 2.22 baht, consisting of 1.60 baht per unit, accounting for 72.07 percent, labor costs 0.34 baht per unit, accounting for 15.31 percent, and production costs 0.28 baht per unit, accounting for 12.61 percent. The annual income from hand-molded lanterns sales was equivalent to 52,500.00 baht. The cost of making hand-molded lanterns per year is 46,620.00 baht. The gross profit from sales is 5,880.00 baht, which is a gross profit to sales ratio of 11.20 percent. The break-even point of selling hand-molded lanterns is 4,714.28 units, which is 11,785.70 baht. The amount produced and sold is higher than the
calculated break-even point. This shows the ability to sell hand-molded lanterns and be cost-effective. The results of this research can be used as a part to promote the development of community products with sustainable costs and return on investment management.

The Influence of Intra-group Financing, Capital Structure and Debt Servicing Coverage on the Economic Value Added of Companies in the Real Estate Sector Listed on the Stock Exchange of Thailand

Pawarisa Chanokchaneekul, Dr. Pornwan Nunthaphad — Mon, 29 Dec 2025 00:00:00 +0700

This study aimed to analyze the relationship and influence of equity dependence on the group's capital structure, and debt repayment capability on the economic value added of real estate companies listed on the Stock Exchange of Thailand. Quarterly retrospective data were collected from 21 companies, from the first quarter of 2020 to the fourth quarter of 2024. The panel data was used, with a total of 420 records. Descriptive statistics were used for analysis, including minimum, maximum, mean, and standard deviation. The Panel Least Squares (PLS) technique was also used, using the EViews software package.
The results revealed that equity dependence on the group's capital in the form of loans from related
parties (LFRP), interest coverage ratio (ICR), and firm size (SIZE) were significantly correlated with EVA spread, indicating that companies that effectively utilize equity utilization from related parties tend to create higher value. Furthermore, companies with larger sizes and strong interest coverage have an advantage in value creation. Debt-to-equity ratio (DE) was significantly inversely related to EVA spread, indicating that high debt leverage reduces firm value. Furthermore, loans to related parties were not correlated with EVA spread. These findings can serve as guidelines for the real estate sector. Financing and managing financial structure are key factors affecting the company's ability to create sustainable added value, especially in the context of listed companies. Financial decisions not only reflect operating results but also impact on long-term enterprise value.

Components and Management Approaches for Sustainable Community-Level Food Tourism: From Local Wisdom to Culturally Competitive Strategies

Dr. Ronnaphop Nopsuwan — Mon, 29 Dec 2025 00:00:00 +0700

This research aimed to (1) examine the components of community-level food tourism that support
sustainability, (2) investigate management approaches for community-level food tourism grounded in local wisdom, and (3) propose strategic directions for enhancing cultural competitiveness in the study area. A qualitative research design was employed, involving 43 key informants across six provinces with high food-tourism potential: Phetchaburi, Phuket, Songkhla, Yala, Pattani, and Narathiwat. Data were collected through in-depth semi-structured interviews, document analysis, and field observations. Thematic analysis was conducted following Braun and Clarke’s (2006) framework, emphasizing the extraction of themes from the experiences and perspectives of community stakeholders. The findings reveal four major thematic components and management approaches that support the sustainability of community-level food tourism: (1) policy and economic challenges, (2) the preservation of local food identity and community pride, (3) local collaboration and network development, and (4) resource management and promotional strategies. Synthesizing these results indicates that sustainable food tourism at the community level rests on the integration of three key dimensions: local food identity and wisdom, community-based management and sustainability, and experiential and digital marketing communication. With the active engagement of multiple stakeholders, the study recommends using this integrated framework as a basis for designing
policies and practical guidelines that preserve food-related cultural heritage, strengthen community economic resilience, and elevate local cuisine as a culturally competitive asset in both national and international tourism contexts.

A Study of Effect of Good Citizenship Behavior on Organizational Commitment of Employees in Private Sector Organizations

Dr. Kanchaporn Sonmanee, Dr. Varaporn Klayprayong — Mon, 29 Dec 2025 00:00:00 +0700

The objective of this research was to study the level of commitment, factors affecting organizational
citizenship behavior, and the relationship between individual commitment to the organization and organizational
citizenship behavior among employees in private companies. The population used in this research was 140 employees. A questionnaire was used to collect data and analyze the data using descriptive statistics, Spearman's correlation coefficient, and multiple regression analysis. The results showed that the level of organizational commitment was highly correlated with organizational citizenship and individual behavior
toward organizational citizenship. Regarding the relationship between demographic characteristics,
organizational commitment variables, and individual behavior toward organizational citizenship, it was found that employee status, education level, and average income were significantly related to affective commitment. Employee status was significantly related to helping behavior at a low level, and length of employment was negatively related to cooperative behavior at a moderate level. Gender was also moderately related to performance development behavior. In the multiple regression analysis, the independent variables included product development department. Income between 25,000 - 35,000 baht can explain 7.2 percent of the variance in overall organizational commitment. The independent variables, namely, senior executive position, male, income less than 15,000-baht, warehouse/delivery department, can explain 18.8 percent of the variance in overall organizational commitment behavior. When the variable of organizational
commitment behavior is set as a transitive variable, it was found that only the variable of product
development department can explain 33.8 percent of the individual's commitment to the organization through the variable of organizational commitment behavior. The variable of organizational commitment
behavior can explain the highest variance at 24.8 percent. This research result can be applied to
organizations to increase the level of organizational commitment of private company employees to be stronger.

Technical Efficiency and Managerial Implications of Para Rubber Production in Upper Northern Thailand

Dr. Itthirit Wongchai — Mon, 29 Dec 2025 00:00:00 +0700

Rubber is a vital economic crop for Thailand, which is one of the world’s major producers and exporters of natural rubber. This has led to a continuous expansion of rubber production, particularly in the Upper Northern region, where rubber plantations are widespread. However, it has been found that the yield per rai in this region has significantly declined compared to other parts of the country. This study aims to examine the characteristics and measure the technical efficiency of rubber production, as well as to analyze the factors contributing to technical inefficiency in rubber cultivation in the Upper Northern region of Thailand. Data were collected from 400 rubber farmers across five districts—Chiang Kham, Phu Sang, Chiang Dao, Fang, and Chiang Khong—located in the provinces of Phayao, Chiang Mai, and Chiang Rai. The analysis employed the Stochastic Production Frontier approach to estimate technical efficiency, while the Tobit model was used to identify the factors affecting technical inefficiency in rubber production at the 90% and 95% confidence levels. The results revealed that the technical efficiency of rubber farming, as measured by Stochastic Frontier Analysis (SFA), was very high (0.901–1.000) among most farmers in Chiang Kham (Phayao), Chiang Dao (Chiang Mai), and Chiang Khong (Chiang Rai). In contrast, farmers in Phu Sang (Phayao) and Fang (Chiang Mai) demonstrated high levels of technical efficiency (0.701–0.900). Significant factors contributing to technical inefficiency included the number of training sessions attended, farming experience, employment of tapping labor, and the amount of rainfall in the cultivation area. The findings of this research can be used as a guideline to drive development and enhance technical efficiency, while also offering management recommendations for rubber production in the northern region of Thailand.

The Effect of Japanese Production Management and total Quality Management on Reducing Production cost: a Case Study of a brass Component Manufacturing Company for air Conditioners in Pathum Thani Province.

Dr. Boonyada Nasomboon, Saowalak Thongead — Mon, 29 Dec 2025 00:00:00 +0700

This research aimed to study: 1) the levels of Japanese manufacturing management, total quality management, and production cost reduction; 2) the aspects of Japanese manufacturing management that affect production cost reduction; and 3) the aspects of total quality management that affect production cost reduction. Data were collected through an online questionnaire administered to 110 production employees of an air conditioner brass parts manufacturing company in Pathum Thani Province. The data were analyzed using descriptive statistics, Pearson’s product–moment correlation coefficient, and multiple regression analysis. The results showed that: 1) the levels of Japanese manufacturing management, total quality management, and production cost reduction were all high, with mean scores of 3.50, 3.81, and 4.07, respectively; 2) aspects of Japanese manufacturing management—specifically operating standards and continuous improvement activities—jointly and significantly predicted production cost reduction at the 0.01 level, with a coefficient of determination of 42.90%; and 3) aspects of total quality management—specifically quality and process improvement and employee participation—jointly and significantly predicted production cost reduction at the 0.01 and 0.05 levels, with an overall coefficient of determination of 52.90%. The findings can be used as guidelines for implementing Japanese manufacturing management and total quality management throughout the organization to reduce production costs and promote systematic operations that support organizational stability.

Marketing Mix Factors Influencing Buying Decision Process for Thai Traditional Woven Fabric of Consumers in Nakhon Ratchasima Province

Mon, 29 Dec 2025 00:00:00 +0700

This quantitative research examined the influence of four marketing mix factors—product, price, distribution channel, and promotion—on the decision-making process for purchasing Thai local woven fabric products in Nakhon Ratchasima Province. The study involved a sample of 385 Thai consumers residing in the province who had previously purchased local woven fabrics. Data were collected using a questionnaire, and analyzed through frequency, percentage, mean, and standard deviation, as well as hypothesis testing and multiple regression analysis. The findings revealed that all four marketing mix components significantly affected consumers’ purchasing decisions at the 0.05 statistical significance level. Together, these factors explained 81% of the variance in purchasing decisions, while the remaining 19% was attributable to other variables not included in the model. The raw-score prediction equation was Z = 0.473(X2) + 0.360(X4)
+ 0.161(X1) + 0.070(X3) (X1 = Product, X2 = Price, X3 = Distribution Channel, X4 = Promotion). The results provide valuable implications for Thai local weaving groups and related entrepreneurs. The recommendations for business development including: (1) setting prices that align with product quality and market competition; (2) enhancing promotional efforts through both online and offline media, organizing promotional activities and developing knowledgeable sales representatives, designing products with attractive colors ; (3) intricating patterns, and unique designs inspired by local heritage; and expanding both online and offline sales channels; and (4) providing storefronts and direct-from-source purchasing options.

Metaverse and Customer Experiences in the Tourism Industry

Komgrit Wongnang*, Thosaphon Bunsiri, Ratkamon Pavorawat — Mon, 29 Dec 2025 00:00:00 +0700

This academic article explores the potential of metaverse technology to transform marketing in the 5.0 era. It focuses on creating immersive and highly engaging experiences for consumers by adapting traditional marketing strategies, enhancing customer experiences, and building engaged communities to
improve business competitiveness. The use of digital technology to deliver immersive customer experiences
includes virtual reality advertising, parallel marketing, selling products for digital identities, and creating virtual stores. Virtual Reality (VR) creates simulated environments that users can perceive and interact with through devices such as VR glasses and headsets, while Augmented Reality (AR) blends the virtual and
real worlds by displaying images, sounds, or digital data through devices such as smartphones or AR glasses.
These technologies enhance user experiences and information. Examples of AR applications include creating virtual images in games, navigating maps, and using AR in education and marketing to improve communication. Metaverse technology in the tourism industry enables virtual experiences through virtual tours, providing access to local landmarks and histories. Furthermore, the metaverse has both positive and negative impacts on consumer experiences. On the positive side, it has the potential to create immersive virtual tourism experiences that promote cultural preservation and generate new economic opportunities for local communities. However, it also poses risks, including addiction, which can impact mental health, cultural distortion from inaccurate representations, and inequality resulting from high equipment costs.

Circular Agriculture for Sustainability and Carbon Neutrality: Learning from China's Experience for Application in Thailand and ASEAN

Kiatanantha Lounkaew, Worakrit Nuypin, Jirapat Boonart — Mon, 29 Dec 2025 00:00:00 +0700

This article analyzes the development of circular and sustainable agriculture in China, providing a guideline for the sustainable agricultural development in Thailand and Southeast Asia. The analysis utilizes a holistic approach that integrates policy, technology, economics, and environmental dimensions. The results indicate that key success factors in China's circular agriculture development include (1) strong government support through clear policies and development plans; (2) investment in environmentally friendly agricultural innovation and technologies; and (3) appropriate economic incentives. A case study reveals that the adoption of circular agriculture resulted in a 6.47% reduction in chemical use and
greenhouse gas emissions in a pilot area, while farmers experienced economic benefits of a 20-30% reduction in production costs and increased value creation from agricultural products. However, significant challenges remain in scaling up sustainable practices, particularly among small-scale farmers and those in remote areas. Key recommendations for Thailand and Southeast Asia include (1) developing integrated policies that balance economic, social, and environmental dimensions; (2) investing in research and development of technologies appropriate to the local context; and (3) establishing market systems and economic incentives for sustainable agricultural products. Future research should focus on examining the long-term impacts and developing comprehensive sustainability indicators for the agricultural sector.