Journal of Business Administration and Social Sciences Ramkhamhaeng University

Editorial Note

2024-12-19

Confirmatory Factor Analysis of Sustainable Community-Based Tourism Management: A Case Study of Nawatwithi (Inno-life) Community-Based Tourism After the COVID-19 Pandemic

Poramet Boonnumsirikij — 2024-12-19

In this research investigation, the researcher examines confirmatory factor analysis of sustainable community-based tourism management: a case study of Nawatwithi (inno-life) community-based tourism after the COVID-19 pandemic. The research population and sample population in this quantitative research consisted of 406 tourism stakeholders. The research instrument was a questionnaire. Data were statistically analyzed using a computer program.

The confirmatory factor analysis showed that the model exhibited a good fit with the empirical data. The goodness of fit indices was as follows: χ² = 189.982; df = 162.00; p-value = 0.066; χ²/df = 1.173; GFI = 0.962; AGFI = 0.935; RMR = 0.021; RMSEA = 0.021; CFI = 0.997; and NFI = 0.982. The tourism component factors showed consistence with the empirical data with the goodness of fit indices as follows. Sustainable tourism management consisted of tourism components (0.93); community-based tourism components (0.96); sustainable tourism (0.89); and community participation in tourism management (0.54). The four components exhibited statistical significance. The sustainable community-based tourism management model exhibited consistency with the empirical data according to the criteria in all components. The government, the private sector, and communities should focus on the components with higher weight values and make improvements to the components with lower weight values.

Service Marketing Mix Factors Affecting the Decision to Use Car Registration Loan Services in the Bangkok Metropolitan Region

Kantaphat Waritchotdechakul — 2024-12-19

In this study, the researchers examine the effects of the service marketing mix on the decision to use car registration loan services in the Bangkok Metropolitan Region. The sample population consisted of 400 car registration loan service users in the Bangkok Metropolitan Region using the technique of convenience sampling. Data were collected using a questionnaire and analyzed using the descriptive statistics of frequency, percentage, mean, and standard deviation. The inferential statistics used was the method of multiple regression analysis.

Findings showed that the service marketing mix factors could be explanatory of the decision to use car registration loan services at 83.9 percent. The service marketing mix factor that could explain the decision to use the services at the highest level was the aspect of process (Beta = 0.632). Next in descending order were the aspects of product (Beta = 0.307); personnel (Beta = 0.166); distribution channels (Beta = 0.125); physical evidence (Beta = 0.101); and price (Beta = 0.075) at the statistically significant level of 0.05. The aspect of promotion could not be explanatory of the decision to use car registration loan services.

The Relationship Between Service Marketing Factors and the Usage Behavior of Electric Vehicle Users of Electric Vehicle Charging Stations in Bangkok Metropolis

Khotchasak Maharom — 2024-12-19

In this research investigation, the researchers examine the demographic factors, service marketing mix, and the usage behavior of the electric vehicle users of the electric vehicle charging stations; investigate the relationship between demography, service marketing mix and the usage behavior of the electric vehicle users of the electric vehicle charging stations in Bangkok Metropolis. Data were collected using a questionnaire. The sample population consisted of 400 PHEV and BEV electric vehicle users who used electric vehicle charging stations in Bangkok Metropolis using the method of multi-stage sampling. Data were analyzed using the descriptive statistics of frequency, percentage, mean, and standard deviation. The inferential statistics used consisted of the t test, one-way ANOVA, and chi-square.

Findings showed that the highest proportion of the users were male, aged 25 – 31 years, single, with a bachelor’s degree, working as company employees with an income of 10,000 – 24,000 baht per month. The electric vehicle users paid attention to the service marketing mix factors overall at a high level. The aspects of product, personnel, process, and physical characteristics were at the highest level. They exhibited usage behavior due to convenience. They reserved the service through an application. The service locations were in gas stations. The period of service use was at a peak on Monday to Friday from 9:00 to 22:00 hours. The chargers were of AC Type 1 and AC Type 2. The electric vehicle users made their own decision to use a service themselves. The average charging volume per time was 82.83 percent with an average cost of 202.72 baht per time. The hypothesis test showed the following. Different demographical characteristics affected the service marketing mix factors of the electric vehicle users. Demographical characteristics correlated with the charging station usage behavior. Service marketing mix factors correlated with the charging station usage behavior at the statistically significant level of .05.

Quality of Work-Life Factors Affecting the Work-Life Balance of Company Employees in Bangkok Metropolis

Theeraporn Jiratammakun — 2024-12-19

In this quantitative research, the researchers examine the quality of work-life factors affecting the work-life balance of the company employees in Bangkok Metropolis. Data were collected using a questionnaire. The sample population consisted of 400 company employees in Bangkok Metropolis using the method of convenience sampling. Data were analyzed using the descriptive statistics of frequency, percentage, mean, and standard deviation. The technique of multiple regression analysis was also employed.

Findings showed that the quality of work-life factors could be explanatory of the work-life balance of the employees under study at 88.7 percent. The quality of the work-life factor that could explain the work-life balance at the highest level was the aspect of the management of work and personal life at 0.288 (t = 14.724, p = 0.000). Next in descending order were the aspects of advancement and stability at 0.178 (t = 5.927, p = 0.000); adequate and fair compensation at 0.165 (t = 7.297, p = 0.000); opportunities for personal skill development at 0.101 (t = 3.512, p = 0.000); good relationships within the organization at 0.074 (t = 2.735, p = 0.007); and social relevance at 0.051 (t = 2.416, p = 0.016). The aspects of safe and hygienic working conditions and organizational justice could not explain the overall variance in the work-life balance of the company employees in Bangkok Metropolis.

The Development of Creative Tourism Potentiality in Phatthalung Province

Nareeporn Sricharit — 2024-12-19

In this research investigation, the researchers examine the development of creative tourism potentiality in Phatthalung province and propose guidelines for the development of creative tourism potentiality in Phatthalung province.

The method of qualitative research was employed. Data were collected using the technique of in-depth interview from five groups of twenty-two key informants: the public sector, the private sector, the community sector, academics, and groups of people with various occupations. Data were analyzed using the technique of content analysis.

Findings show that the creative tourism potentiality in Phatthalung province can be divided into the following four aspects. (1) Tourist attractions: There are Tale Noi, rafting at Pa Payom district, manohra, shadow play, palaces, and temples. (2) Tourist carrying capacity: Overall, the province has a high tourist carrying capacity. (3) Management: A group of business operators was formed as well as their networks at a district and provincial level. (4) The environmental management: The municipality has a policy for communities to focus on household waste separation for waste processing and value addition. Organic farming is also supported. Guidelines for the development are as follows: (1) fostering cooperation between various agencies; (2) providing local tour guides; (3) developing an application; (4) organizing creative tourism activities; and (5) developing and improving travel routes to access tourist attractions. This research investigation can be used for tourism planning and adapted for designing and developing creative tourism activities for all sectors concerned for future benefits.

Guidelines for the Development of Herbal Cities in Maha Sarakham Province to Attract the Market of Wellness TouristsGuidelines for the Development of Herbal Cities in Maha Sarakham Province to Attract the Market of Wellness Tourists

Nisachol Thokaew — 2024-12-19

In this qualitative research investigation, the researchers examine (1) the needs regarding the types of wellness tourism activities in herbal cities in Maha Sarakham province; propose guidelines for the development of herbal cities in Maha Sarakham province to be appropriate for the wellness tourists in the future. The research instruments consisted of an in-depth interview form and observations from participation in wellness tourism trial activities. The sample population consisted of fifteen volunteer tourists representing trial tourists in Maha Sarakham areas.

Findings show that the types of wellness promotion activities in the dimension of well being are in five aspects. (1) Physical activities should not be overly strenuous but should be such as consuming healthy foods, practicing light stretching, engaging in simple yoga poses, having herbal massages, using saunas, and compressing therapies. (2) Mental activities include merit-making, chanting, praying to sacred objects, being in nature, and learning cultures. (3) Emotional activities involve being close to nature and the community culture, and experiencing friendliness. (4) Social activities consist of engaging in community lifeways, conversing about herbal use, gaining knowledge and local wisdom, participating in group cooking or the communal dining of healthy meals, and collaborating in simple herbal product-making activities. (5) Spiritual activities include promoting spiritual wellbeing. The highest proportion of the tourists thought of meditation as a way to restore spirits for mindfulness, contemplation, and wisdom. Traveling enhances them to understand life and human nature.

The Emergence of ‘Open-Face Sandwich’ Generation: A New Market Segment

Theethavat Janevatchararak — 2024-12-19

“Sandwich Generation” refers to individuals who experience significant pressure from multiple generations. This demographic typically manages care responsibilities for ageing parents while supporting their children and often grapples with challenges related to work-life balance. Beyond the overarching definition, the sandwich generation can be further categorized into three types: Traditional Sandwiches, Club (or Tripple-Decker), and Open- Face Sandwiches. This article aims to explore the growth of the Open-Face Sandwich generation as a new market segment in business with the relevant data and statistical analysis.

The Open-Face Sandwich category explicitly encompasses those childless individuals who focus solely on caregiving for their parents, ideally maintaining a balance in their professional lives. With the dynamic society on present days, particularly with an uptick in the preference for singlehood, the prevalence of the Open-Face Sandwich generation is expected to rise. Data indicate that the proportion of single individuals in the U.S. is projected to exceed 50% of the total population, with the predominant segment being never-married singles. In Canada, the incidence of single-person households has surged by over 200% in the last four decades. Meanwhile, in China, marriage rates have plummeted by more than 50% over the nine years from 2013 to 2022.

This trend towards single living correlates with declining birth rates in numerous countries, particularly in those with significant populations. A strong inverse correlation (r = -0.967) has been identified between the increasing percentage of singles and decreasing birth rates in the U.S. These demographic shifts have created market opportunities in sectors like elderly care services, pet products, and real estate, particularly for smaller, affordably priced living spaces that cater to the needs of this evolving demographic landscape.