INTERNATIONAL ACADEMIC MULTIDISCIPLINARY RESEARCH CONFERENCE IN AMSTERDAM 2023

Introduction Book

Sun, 19 Feb 2023 00:00:00 +0700

AN ORGANIZATIONAL CULTURE THAT IMPACTS THE OPERATIONAL EFFECTIVENESS OF MULTINATIONAL CORPORATION EMPLOYEES

Cholpassorn Sitthiwarongchai, Wutipong Janmuangthai, Koranee Jiarathum — Sun, 19 Feb 2023 00:00:00 +0700

The research of an organizational culture that impacts the operational effectiveness of
multinational corporation employees. With a purpose (1) to study the corporate culture of
multinational corporations (2) to study the operational effectiveness of multinational corporate
employees. (3) To study the organizational culture that influences the operational effectiveness
of multinational corporate employees. The research sample consisted of 400 multinational
corporation employees who completed questionnaires to collect data using simple random
sampling. Data was analyzed and processed using statistical software packages. The statistics
used in data analysis were number, percentage, mean, and standard deviation. Pearson's simple
correlation coefficient, Tolerance, VIF, and stepwise multiple regression analysis were all set
to .05 level of statistical significance. According to the findings;
1. The majority of multinational corporate employees were male, over the age of 25,
had a bachelor's degree, were single, and had an average monthly income of more than 30,000
baht.
2. Overall corporate culture in terms of engagement, goal achievement, cognitive
participation, and organizational leadership were all at a high level.
3. Overall operational effectiveness, production capability, knowledge and
understanding of the work, and work quality were all at a high level.
4. Human resource management and employee engagement were found to have a
correlation of less than.80, making all 5 independent variables in this study. All factors,
including organizational culture, increasing organizational engagement, goal achievement,
participation, cognition, and organizational leadership, do not have a multifactorial
relationship. influencing migrant workers' operational effectiveness
5. The model of factors influencing migrant workers' operational effectiveness was just
as follows: =.389 + (.456 * Organizational Leadership), which can explain 98.8% of migrant
workers' operational effectiveness with a discrepancy. The forecasting standard was indeed
equal to (+).063.

WORK CHARACTERISTICS THAT INFLUENCE THE WORK BEHAVIOR OF AN ORGANIZATION'S EMPLOYEES

Sakul Jariyachamsit, Cholpassorn Sitthiwarongchai — Sun, 19 Feb 2023 00:00:00 +0700

The main objective of this study was to investigate work characteristics that influence
the work behavior of an organization's employees. The goal of this study was to look into the
work characteristics of an organization's employees. To investigate a work behavior of an
organization's employees. To investigate work characteristics as it affects the work behavior of
369 employees in an organization. The statistics used were number, percentage, mean, and
standard deviation. Pearson's simple correlation coefficient, tolerance, VIF, and stepwise
multiple regression The statistical significance was set at 0.05.
According to the findings of the study, there were 369 corporate employees, the
majority of whom were female, age less than or equal to 25 years old, single status, bachelor's
degree, and work experience of 2-5 years. 2) The work characteristics of an organization's
employee Overall, it was high level and if comparing at a high level in each item, first consider
the work feedback, followed by the work importance, the wide range of work skills, decisionmaking independence, and the work's coherence. 3) An analysis of the work behavior of an
organization's employees. It was at the highest level overall, and were at the highest level in all
items, first in terms of awareness, then learning, motivation, decision, and personality. 4) All
factors, including the work feedback, followed by the work importance, the wide range of work
skills, decision-making independence, and the work's coherence. The influence on
organizational employees' working behavior was found to have a correlation of less than 10.0,
making all variables in this study independent. The factors did not have a multifactorial
relationship. Every independent variable in the multiple regression analysis can be used
(multicollinearity). 5) The model analysis of the work behavior of an organization's employees
found that the work behavior of an organization's employees =.976 + (.275 * work importance)
+ (.192 * work feedback) + (.096 * wide range of work skills) + (.104 * Decision-making
independence) + (.125 * The work's coherence) which can explain 71.0 percent of an
organization's employee work behavior with a standard error in forecasting of .349.

MANAGEMENT OF PREVENTING THE SPREAD OF COVID-19 IN OPERATING THE THAI FOOTBALL LEAGUE SEASON 2021/22

Archavit Choengklinchan, Pornchai Trusjaithum — Sun, 19 Feb 2023 00:00:00 +0700

The purposes of Management of Preventing the Spread of COVID-19 in Operating the
Thai Football League Season 2021/22 was to 1) study the preventing the spread of COVID-19
in operating the Thai Football League and 2) study of social confidence in measures to prevent
the spread of COVID-19 of the Thai Football League Season. Taro Yamane’s formula was
applied to deliver the sample size. 400 samples were obtained by the convenience sampling
process. The statistics used for data analysis consisted of frequency, percentage, means,
standard deviation and regression analysis was applied for hypothesis testing.
The results revealed 3 dimensions detailed in 20 items that described the preventing the
spread of COVID-19 in operating the Thai Football League Season 2021/22. The first
dimension was players consisted of 3 items, secondly, free environment with consisted of 14
items, and thirdly customer consisted of 3 items. From 3 dimensions with 20 items, no item
had mean score below 4.0 (on the 5-point Likert scale), indicating that, overall, respondents
were confident in preventing the spread of COVID-19 in Thai Football League operations. The
average mean score across all 20 was 4.72. “Screening” item in Customer dimension item had
the highest mean score (M = 4.78; SD = 1.15), and the “Distancing” item in Free Environment
dimension had the lowest mean score (M = 4.13; SD = 1.57). For all dimensions, the highest
average mean score was also Players (M = 4.53; SD = 1.41) and followed by Customer (M =
4.23; SD = 1.29). The lowest average mean score was Free Environment (M = 4.18; SD =
1.31).

Keyword - Operating management, Management of Preventing, Thai Football League

WORK-LIFE BALANCE THAT AFFECTS THE OPERATIONAL HAPPINESS OF PRIVATE COMPANY EMPLOYEES

Sun, 19 Feb 2023 00:00:00 +0700

The purpose of this research is to study the condition of work-life balance and
happiness at work and to study the balance between life and work that affects the work
happiness of employees of a private company with a sample of 134 people, using a
questionnaire as a tool for study, statistics for the study include the mean, standard deviation,
the highest value, the lowest value, the Pearson simple correlation coefficient, Tolerance
value, VIF and stepwise multiple regression analysis by determining statistical significance at
the level of 0.01, the results showed that most of the company employees are male, mostly
aged 20-25 years, bachelor degree education have an average monthly income 15,000-20,000
baht and work experience in the period 1-5 years, the balance between life and work has a
high level of opinion the first is financial. Inferior to time and intellectually the last part is
work and family regarding the happiness at work of the employees in general and in each
aspect, the opinions were at a high level. The first priority in job success. Followed by
acceptance and the relationship relations lastly, in the love of work, the testing of the
correlation coefficient between the balance between life and work that affects the happiness
of work of employees is not more than 0.80, resulting in both independent variables in this
research. There is no multiple relationship between factors, for the balance of life and work
models that affect the happiness of employees of the company = .522 + (.238*Financial) +
(.239*Functional) + (.233*Intellectual) + (.169*Time).

Keywords-Work-life balance, Operational happiness

CORPORATE ENGAGEMENT AFFECTS THE RETENTION OF EMPLOYEES OF THE PAPER MANUFACTURING INDUSTRY

Panyada Chanthakit, Chumpon Rodjam, Teerayut Sukwat — Sun, 19 Feb 2023 00:00:00 +0700

The purpose of this research is to study the condition of the commitment to the
organization that affects the maintenance of the employees. And to study the commitment to
the organization that affects the maintenance of the paper manufacturing industry in Bangkok
and its vicinity from the study sample is 251 employees. The tools used to collect data are
questionnaires that pass the tool quality inspection. The statistics used for data analysis are
percentage, mean, standard deviation. Pearson's simple correlation coefficient. And stepwise
multiple regression analysis by setting statistical significance at the level of 0.01. Most of the
samples were female, aged 25-35 years, with a bachelor's degree. And working period 1-10
years for the commitment to the organization as a whole is at a high level. And if considered
harmful. The first step is the strong desire to maintain membership in the organization. Next is
the willingness to devote your best efforts for the benefit of the organization. And the
confidence and acceptance of the goals and values of the organization respectively for the
maintenance of the employees at a high level. If considering in each aspect. The first is the
working conditions. The second is acceptance. And responsibility respectively for the
relationship between the commitment to the organization that affects the existence of the paper
manufacturing industry employees in Bangkok and its vicinity found that ties with the
organization. There is a relationship with the confidence and acceptance of the goals and values
of the organization (X1) and the willingness to dedicate their best efforts for the benefit of the
organization (X2) or can be described as the relationship regression equation as follows: Per
organization = 2.982 + (.387 * X1) + (.513 * X2).

CORRELATION ANALYSIS OF THE MARKETING MIX FACTORS AFFECTING SHOPPING BEHAVIOR OF LOCAL FISHERY PRODUCTS

Supattra Pranee, Poramet Saeng-on, Nathakorn Kumpetch — Sun, 19 Feb 2023 00:00:00 +0700

This research aims to 1) examine the marketing mix factors affecting shopping behavior
of local fishery products, Ranong Province, and 2 ) explore the relationship among the
marketing mix factors affecting shopping behavior of local fishery products, Ranong Province.
The population and the sample group were the consumers purchasing Ranong local
fishery products. However, due to a large sample size and uncertain numbers of population, the
sample group was then calculated by W.G. Cochran formula with the confidence level of 95%
and discrepancy level of 5% from which the sample size was obtained at not less than 385
samplings. Consequently, the sample size for this research was determined to be 400
informants. The convenience sampling was applied for data collection through prepared
questionnaires distributed to all 400 consumer informants.
The research result showed that there were 4 pairs of the marketing mix factors,
affecting shopping behavior of Ranong local fishery products having low significant
relationship at level of.01 and .05 and correlation coefficient (r) between 0.122 to 0.391.
Considering the relationship of the marketing mix factor affecting shopping behavior of
Ranong local fishery products on aspect basis, it was found that the distribution aspect of the
marketing mix factor affecting shopping behavior of Ranong local fishery products showed the
highest (r) value (rx3y = 0.391), followed by marketing promotion aspect (rx4y = -0.384) and
pricing aspect (rx2y = -0.307), respectively whereas the lowest correlation coefficient was
product aspect (rx1y = 0.122).

DEVELOPMENT OF AGRO-TOURISM MANAGEMENT GUIDELINES SUSTAINABLE PARTICIPATION OF SAMUT SONGKHRAM PROVINCE, THAILAND

Sun, 19 Feb 2023 00:00:00 +0700

The purpose of this research was to study the context of agro-tourism management and
ways to develop sustainable agro-tourism management of Ban Bang Plub Community, Bang
Phrom Subdistrict, Bang Khonthi District, Samut Songkhram Province, Thailand. The results
of the community context survey revealed that each community is unique in that it focuses on
participation and promotion of learning activities for sustainable agri-tourism development
approaches. It starts with a group of leaders and members participating in development to
promote sustainability. There is a community forum. networking and workshop helps increase
community participation in achieving the development of community-based agro-tourism
management, developed by 1) training guides 2) Communities learning basics of agriculture
3) Promoting Tourism 4) Tourism Routes 5) Homestays. In addition, there was participation
in the preparation of the tourism action plan which led to the workshop on community-based
agro-tourism management. As for the assessment of tourism management guidelines to
examine the impact, a model for the development of Ban Bang Plub community agro-tourism
has been established. The results of the research revealed that the management of agro-tourism
was achieved in a concrete manner with sustainable community participation

MOTIVATION FACTORS AFFECTING FOR ESPORT PLAYERS IN THAILAND

Nuttavut Phonsri, Boonyada Pahasing, Nathayu Wantayakul, Pornchai Trusjaithum — Sun, 19 Feb 2023 00:00:00 +0700

Esports in Thailand were recognized as a professional sport in 2021, influencing the increase of a number of esports players. This study “Motivation Factors Affecting for Esport Players” aims to investigate esports behavior and motivations influencing decision-making to participate in esports. This is quantitative research. The sample consists of 400 esports players in Bangkok. The sample was collected using stratified sampling, simple random sampling, and a questionnaire. The data was analyzed using frequency, mean, percentage, standard deviation, Pearson correlation coefficient, and stepwise multiple regression analysis.
The results showed that most of the samples were male 70.5 %, average age 19.65 years, average of playing hour per day was 6.03 hours per day. Most popular game genres include: 1) Adventure Game, 2) FPS (Action First Person Shooter Game), and 3) Fighting Game. The level of total motivation influencing the decision to participate in esports was high (=3.45). Esports graphics (=3.92) were the most important factor of extrinsic motivation, followed by esports content (=3.86). The intrinsic motivation was the desire to win the competition (=3.81), and the intention to participate in esports was moderate (=3.04). The results of the analysis using multiple linear regression showed that all of the independent variables in the equation were predictive variables, accounting for 65.6% of the variation in the dependent variables, with the remaining 34.4% due to other causes.
The research findings can be used in marketing planning. Based on the information of esports players, it can be used as a guideline for planning game development. Organizations related to esports have established a policy to support players esports to professional sports in the future. Furthermore, this research suggests that organizations involved in esports should have a plan or policy in place to promote Thailand as a center for organizing both national and international competitions, as well as prepare a manual of the pros and cons of esports in order to create a positive attitude for those involved directly and indirectly.

ORGANIZATIONAL CULTURE AFFECTED WORK EFFICIENCY OF COMPANY EMPLOYEES

Sun, 19 Feb 2023 00:00:00 +0700

The purpose of this research is to study the organizational culture that affects the work efficiency of employees and to study work efficiency of employees and to study the organizational culture that affects the work efficiency of employees. The population used in the research was 240 employees of a state-owned enterprise using a questionnaire to collect data by random sampling of 160 sets, analysis set and processing by a statistical computer program. Statistics used in data analysis were percentage, mean, standard deviation, maximum, minimum, Pearson's simple correlation coefficient, tolerance, VIF and stepwise multiple regression analysis. The statistical significance was set at the 0.1 level.
The study found that 1.240 employees, mainly male, are over 36 years old, have bachelor's degrees and work between 6-10 years old. Annual average monthly income 20001-25000 Baht Marital status Culture, adaptation, cultural participation, the last part, unified culture 3. The overall work efficiency is high. First, work quality, workload, and finally, time. 4. All factors are cultural missions and unified culture. Participating in and adapting to the culture will affect the work efficiency of employees, and the relationship found will not exceed the. 80 (Stevens, 1996) This makes all independent variables in the study have no multicollinearity relationship. Therefore, all independent variables can be used to analyse multiple regression. 5. The organizational culture model that affects the employee's work efficiency is as follows: employee work efficiency = 5.616 + (.979* mission culture) + 2.168 + (.423* adaptive culture) + 2.317+ (.252 * cultural participation) was 99.7% and had a standard error in forecasting equal to ± .241

THE INFLUENCE OF PRODUCT NOVELTY COMBINED WITH LOCAL WISDOM ON CONSUMER ATTITUDES AND PURCHASE INTENTIONS: SINGBURI PROVINCE

Sun, 19 Feb 2023 00:00:00 +0700

This research was aimed to study 1) to develop and examine a causal relationship model between novelty, attitude and purchase intention of products mixed with local wisdom. 2) Investigate the relationship between novelty, attitude, and purchase intention of products infused with local wisdom, including direct and indirect effects as well as the overall influence. And 3) to create a tool for measuring product conformity, contaminated with local wisdom, that displays the relevant components and indicators. The researcher collects data from consumers of products mixed with local wisdom in Singburi Province using a survey and descriptive research method. The original sample of 400 people was reduced to 385 for the actual analysis. Personal factors such as gender, age, education level, status, and average monthly income have been divided.
The path analysis hypothesis testing results, both direct effect, indirect effect, and total effect, revealed that novelty variables had a direct influence on attitudes. It was found that the consumer's level of novelty had a direct positive influence on the consumer's attitude toward local wisdom products. The hypothesis was accepted at the statistical significance level of 0.05, with a p-value of 0.001 and a factor weight of 0.812. This explains why, the higher a product's level of novelty, the higher the level of consumer attitude. The level of novelty among consumers had a direct positive influence on their purchasing intentions for local wisdom-added products. According to the test results, the hypothesis that was rejected at the statistical significance level of 0.05 had a p-value of 0.946 and a factor weight of -0.008, which was inconsistent with the reviewed literature. And the level of positive attitude of consumers had a direct positive influence on the level of purchase intention of consumers toward products mixed with local wisdom. The hypothesis was rejected at the statistical significance level of 0.05 with a p-value of 0.001, indicating that the higher the level of consumer attitudes toward a product, the higher the demand for it. As a result, the community's marketing strategy should focus on increasing the level of liking and positive attitude toward cracker products in the community.

INNOVATIVE HUMAN RESOURCE MANAGEMENT AFFECTING ORGANIZATIONAL COMMITMENT OF EMPLOYEES IN BANGKOK

Sun, 19 Feb 2023 00:00:00 +0700

This research aims to study 1) the innovative human resource management, 2) the
organization commitment, and 3) the innovative human resource management affect
organization commitment of private company employees in Bangkok. The sample group of
this study were 400 private company employees. Data were collected by questionnaires. The
statistics used in data analysis were mean, standard deviation and stepwise regression
analysis.
The results of the research were as follows:
1) The overall innovative human resource management and in the aspect of performance
appraisal, training and development and compensation were at a high levels.
2) The overall organization commitment and in the aspect of continuance commitment
and normative commitment were at a high levels.
3) innovative human resource management affect organization commitment overall in 5
aspects of recruitment, selection, performance appraisal, training and development
and compensation that the results are statistically significant at the .05 effective in
predicting 79.80 percent

MANAGERIAL FACTORS AFFECTING HUMAN CAPITAL DEVELOPMENT: A CASE STUDY OF PUBLIC HOSPITAL IN BANGKOK

Sun, 19 Feb 2023 00:00:00 +0700

This research paper aims to (1) study the level of human capital development of the public hospital in Bangkok (2) study managerial factors affecting human capital development of the public hospital in Bangkok. This study was a quantitative research study that utilized a questionnaire as a research instrument. The sample consisted of 145 hospital officers. Data were analyzed by a statistical package and presented descriptive statistics in terms of frequency, percentage, mean, and standard deviation and regression analysis for inferential statistics.
The results showed that (1) career development and organizational development of human capital development of the public hospital in Bangkok have a high level (2). The model of managerial factors affecting human capital development of the public hospital in Bangkok is as follows: human capital development of the public hospital in Bangkok = 0.975 + (0.258 * support of management) + (0.222 * techniques and knowledge transfer methods) + (0.189 * willingness and commitment to work) + (0.085 * technological advancement) which can explain the human capital development of the public hospital in Bangkok at 45.9 percent and there is a standard error in forecasting equal to .118
The contribution of this research is to exploit the results from the study as a guideline policy for the improvement of human capital development of the public hospital in Bangkok.

FACTORS AFFECTING CUSTOMER RELATIONSHIP MANAGEMENT TO INCREASE THE EFFICIENCY OF COMMUNITY ENTERPRISES

Wareeya Khlungsaeng, Yenjit Kongpa, Ekgnarong Vorasiha, Jiraporn Boonying — Sun, 19 Feb 2023 00:00:00 +0700

This research aimed to study the factors that affect customer relationship management. The sample used in this study was 400 tourists. Tools used to collect data is a questionnaire. The statistics used were percentage, mean, and standard deviation. The research results showed that most of the respondents were female, 254 people, representing 63.5 percent. And 146 males, representing 36.5 percent, In terms of age, it was found that most were aged between 20-29 years, 140 people, representing 35.0 percent. Regarding their status, most of them were married, 255 people, representing 63.8 percent. In terms of education, it was found that most of them had a bachelor’s degree or equivalent 242 people, representing 60.5 percent. In terms of occupation, it was found that most of them were civil servants / government employees. 125 people, representing 31.3 percent with an average monthly income of more than 25,000 baht, 115 people accounted for 28.8 percent. By considering the factors according to the 4 components, Database. Factors according to the 4 components are 1.Database at a high level (????̅ =4.06) 2. Electronics at a high level(????̅ = 4.18) 3. Action at the highest level (????̅ = 4.26) 4. Retention at a high level (????̅ = 3.94)

PROMOTING SPORT TOURIST LOYALTY THROUGH SPORT EVENTS QUALITY: A CASE STUDY OF BANGKOK THAILAND

Teerapong Pongpeng — Sun, 19 Feb 2023 00:00:00 +0700

Sport tourist loyalty play an important role to support sport tourism business and a businesses related to sport tourism in Bangkok, Thailand as well as generating income and cash flow which drive the economic. In order to, promoting sport tourist loyalty, researcher focus on the affected of sport event quality . The research aimed to study the relationship sport tourist loyalty and sport event quality in Bangkok,Thailand. The mixed research method between quantitative and qualitative were used in this research. For the quantitative aspect, the sample group consists of 300 participators in sport tourists which was sampling Multi-Stage Sampling from the group of sport tourist in Bangkok Thailand. Data was collected by using questionnaires. The statistics used in the analysis were percentage, mean, standard deviation, Pearson correlation coefficient and structural equation modelling. In view of the qualitative aspect, an in-depth interview was applied among the target group of 17 sport tourism managements and expertise in Thailand. The findings revealed that the sport event quality and sport tourist loyalty were all at high level and the sport event quality influenced sport tourist loyalty in Bangkok,Thailand with statistical significance of 0.5. The research findings can be further applied as a guideline to define Sport tourism business model for sustainable sport tourist

WEBSITE DESIGN AND DEVELOPMENT FOR DESSERT SHOP: A CASE STUDY OF SWEET SHOP IN THAILAND

Sun, 19 Feb 2023 00:00:00 +0700

This is a research and development. The objectives of this research were to 1) study the needs of websites for those who are interested in Thai desserts and 2) design and develop suitable websites for increasing distribution channels of Thai desserts, a case study of a dessert shop, Sweet Shop, during the COVID-19 epidemic. The research results revealed the need for a website for those interested in Thai desserts. The website was designed and developed in terms of appropriate design, formatting, and content management. The developed website is a channel to sell products on the internet of dessert shops which helps generate another additional source of income for dessert shop business in digital economy era.

STUDY OF LEADERSHIP LEVELS, PLANNING, SUPPORT, OPERATIONS, PERFORMANCE EVALUATION, IMPROVING AND SUCESSFUL BUSINESS OPERATIONS OF THE AUTOMOTIVE COMPONENT INDUSTRY

Niyom Suwandej, Supattra Pranee — Sun, 19 Feb 2023 00:00:00 +0700

Study of leadership levels, planning, support, operations, performance evaluation. Improving and successful business operations of the automotive component industry. 600 people are the sample group using stratified sampling. The results showed that most of the sample were male, 412 people, representing 68.60 percent, 41-50 years old, 201 people, representing 33.50 percent, working experience less than 10 years, 189 people, representing 31.50 percent, with a bachelor's degree. 308 people, representing 51.40 percent. In businesses with employees 201-499 people, 231 people, representing 38.50%. Manufacturer business, 200 people, representing 33.30%. 100% foreign owned companies, 157 people, representing 26.20%. Joint-venture companies, 133 people, 22.20%. Supplier Tier, 131 people, 21.80%. The company that does not have a design unit, 382 people, 63.71%. No research or product development unit (R&D Unit), 423 people, representing 70.50 percent. Results of the study of leadership, planning, support, operation, performance evaluation, improvement, and success in business operations of the component automotive manufacturing industry was found that leadership (lead) is at a high level. The mean is 3.83. Planning (plan) is at a high level. The mean is 3.26. The support (supp) is at a high level. The mean is 3.99. The operation (oper) is at a high level. The average value is 3.84. Efficiency rating (peev) is at a high level with an average of 4.00. The improvement (impr) is at a high level. The mean is 3.87 and the success in business (suss) is moderate with an average of 3.33.

FACTORS AFFECTING THE DECISION ON FINANCIAL TRANSACTION SERVICE VIA ONLINE BANKING OF THE USERS IN BANGKOK

Narumon Chomchom — Sun, 19 Feb 2023 00:00:00 +0700

This research aimed to 1) study the factors affecting the decision on financial transaction service via online banking of the users in Bangkok, and 2) study the behavior of financial transaction service via online banking of the users in Bangkok. The population was the people who use the financial transaction service via online banking in Bangkok and the sample group was 400 people. The data was gathered by using the questionnaire and data was analyzed by using the software package.
The findings revealed that most of the users used the mobile application for its convenience, fastness, and security; during 8:30 – 12:00 hrs.; and 6 – 10 times per week. The opinion towards the factors affecting the decision on financial transaction service revealed that it was at the moderate level in overall, considering each topic; the intention of using the financial transaction service; perception and convenience of using the financial transaction service; trust of using the financial transaction service; security of using the financial transaction service; perception on benefits of using the financial transaction service; and brand loyalty, respectively. The hypothesis test results revealed that; 1) education level – the different education levels affected the different factors affecting the decision on financial transaction service via online banking of the users in Bangkok at a significance level of 0.05, and 2) behavior - the different behaviors affected the different factors affecting the decision on financial transaction service via online banking of the users in Bangkok at a significance level of 0.05.

THE COMPOSITION OF THE SPEAKER’S KNOWLEDGE AND ABILITIES, LEARNING NETWORKS AND SUSTAINABILITY IN ACCORDANCE WITH THE SUFFICIENCY ECONOMY PHILOSOPHY

Kanpetch Saranontawat, Supattra Pranee — Sun, 19 Feb 2023 00:00:00 +0700

This article aims to study the elements of knowledge, competence of speakers. It is a study of documents and reviews of literature on the cognitive component of the speaker's abilities, learning networks and sustainability in accordance with the Sufficiency Economy Philosophy. The results of the study have shown that the knowledge and abilities of the speakers have important elements: transfer, experiential, job creation, and learning networks. Social learning networks and professional learning networks and elements of sustainability in accordance with the Sufficiency Economy Philosophy from the Sufficiency Economy Learning Center in Thailand. It consists of moderation, rationality, good immunity, knowledge conditions, and moral conditions.

INNOVATIVE MANAGEMENT AFFECTING PREVENTION AND PROBLEM SOLVING IN DRUG ADDICTION OF SECONDARY SCHOOL STUDENTS

Sun, 19 Feb 2023 00:00:00 +0700

This article has the objective to study the components of innovative management that affect prevention and problems solving in drug among secondary school students. It is a document study and literature review on the elements of management innovation that affect prevention and solving drug problems among secondary school students. The results of the study showed that management innovations affecting the prevention of drug problems among secondary school students. There are important components: environmental parenting and life skills innovative management for solving drug problems among secondary school students. There are important components, including family cooperation, assistance from government agencies, positive environment and elements of successful prevention in solving the problem of drug addiction among secondary school students, consisting of students who are not at risk of being addicted to drugs and the students had no drug addiction problems.

GUIDELINES FOR SUSTAINABLE ECO-TOURISM MANAGEMENT AMONG ENTREPRENEURS ON PAYAM ISLAND, RANONG PROVINCE

Tawat Phumdara, Wallop piriyatthana, Jiraporn Boonying — Sun, 19 Feb 2023 00:00:00 +0700

The purpose of this research was to study the opinions of sustainable ecotourism entrepreneurs on Koh Phayam. And to study the opinions of entrepreneurs towards sustainable ecotourism management on Koh Phayam. The sample group was 109 entrepreneurs of hotels, restaurants and souvenir shops on Koh Phayam. The tools used to collect data. Is a questionnaire about sustainable ecotourism management methods of entrepreneurs on Koh Phayam. and statistics used for analysis Data were frequency, percentage, mean and standard deviation.
The study found that Overall, the sample group of entrepreneurs on Koh Phayam had opinions towards Tourism situation on Koh Phayam that It tends to be very sustainable eco-tourism with an average of 4.38. As for the sustainable eco-tourism management guidelines of the sample of entrepreneurs on Koh Phayam, Ranong Province, the overall study results found that the sample of entrepreneurs on Koh Phayam. There is an opinion on the sustainable ecotourism management approach that is most suitable for Koh Phayam with an average of 4.54.

THE POTENTIAL OF ECO-TOURISM MANAGEMENT OF BAN HAT SOM PAEN COMMUNITY, RANONG PROVINCE

Wallop Piriyawatthana, Sirinya Siriyanun, Patcharee Klommeung — Sun, 19 Feb 2023 00:00:00 +0700

The purpose of this study was to investigate the potential of Ban Hat Som Paen community in tourist attraction management using qualitative research methods, in-depth interviews, and observations. The conclusions obtained from interviews with key informants revealed that Ban Hat Som Paen integrated as a tourist attraction management group under the leadership of the new generation and later developed the committee structure into a CIV (village is considered a community) that recognizes the importance of tourism as a source of sustainable income for the community. This reflects the true participation of the community in thinking, doing, making decisions, sharing responsibility, and sharing the benefits. An important factor in management has been based on extending the way of life of the local people until it can be developed into a community with potential as a tourist attraction under the leadership of the new generation of young people.
The research findings from the observations found that the location of the ecotourism attraction was natural and suitable for the promotion and development of a sustainable tourist destination. This has facilities to provide services, including accommodation in homestays that support even if it is still not enough, The transportation by car or bus is convenient. Internet and telephone communications are convenient.

THE IMPACT OF SOCIAL MEDIA INFLUENCERS ON PURCHASE INTENTION TOWARDS E-RETAILING BUSINESS IN THAILAND

Jongdee Phugsarug — Sun, 19 Feb 2023 00:00:00 +0700

This research aims to 1) to study the patterns of social media factors influencing the purchasing intentions of online retail businesses in Thailand and 2) to analyze patterns of direct influence, indirect influence, and total influence of variables on the purchasing intentions of online retail businesses in Thailand.
The population and the sample group this research uses quantitative research. Data is collected from transport operators amounted to 300 samples. It was analyzed by the Structural Equation Model (SEM). The study found that social media factors and product attitudes influence the purchasing intentions of online retail businesses in Thailand.
The research result showed that as well as the intention to buy were also indirectly influenced by social media through product attitudes. As a result, there is also an increase in total influence. This enables organizations to adopt key variables in strategic mobility to promote shared value creation in the operational process. In particularly, social media efficiency was created in different perspectives such as customer perspectives, financial perspectives, and innovation perspectives. They were the mediums that lead to new things such as design and development in delivery to lead to knowledge expansion and sustainable innovation.

NATURAL LANGUAGE PROCESSING FOR QUESTION-ANSWERING SYSTEM

Chalermpol Tapsai, Wilailuk Rakbumrung — Sun, 19 Feb 2023 00:00:00 +0700

Information is essential to create understanding and knowledge among stakeholders for organization management. The Question-Answering system is an important service that provides accurate information for users and stakeholders that can drive the organization to achieve its objectives. This research study on Natural language processing to analyze question sentences and predict the appropriate answer for each question using the Deep learning technique. The experiment was conducted to compare the prediction results between the analysis with and without data pre-processing. The results show that the accuracy of predictions using pre-processed data is higher than raw data. In addition, some techniques, such as ontology and similarity, can be applied to infer the meaning of words and sentences, which improves the results and presents more precise predictions.

CREATIVE TOURISM ROUTE THROUGH FISH MATERIAL OF LOCAL FOOD PRODUCTS IN WESTERN OF THAILAND

Ekgnarong Vorasiha — Sun, 19 Feb 2023 00:00:00 +0700

The research on creative tourism route through fish material of local food products in western of Thailand aims to explore the potential of tourism attractions related to food learning in western and also survey tourism information for learning of Thai food in 8 western provinces consisting of Nakhon Pathom, Ratchaburi, Kanchanaburi, Suphan Buri, Phetchaburi, Prachuab Khiri Khan, Samut Songkhram and Samut Sakhon, to design the effective tourism route for food learning. The methodology applied for this research are qualitative and quantitative methods; studying secondary data of local food and interviewing with local gurus on food and lifestyle aspects and field survey of area and tourist attractions having uniqueness in terms of food culture, tradition and indigenous knowledge related to food, based on the concept of conservative agro-tourism, community-based tourism and sustainable tourism development.
The analysis results from secondary data and field survey represented the identity and uniqueness of each studied area that were later used as tourist attractions and the food culture identity in western could be separated into 2 parts; 1. Coastal provinces : Samut Sakhon, Samut Songkhram, Phetchaburi and Prachuap Khiri Khan mainly utilizing seafood materials, and 2. Non-coastal provinces; Ratchaburi, Karnchanaburi, Suphan Buri and Nakhon Pathom mainly utilizing food materials from rivers, mountains and agricultural areas. After determining the food identity and uniqueness together with the tourist attractions, both were connected with the existing tourist attractions in each area and then the area-based tourism routes for food learning was designed before conducting potential evaluation of the tourist attractions. The findings revealed that the attractive tourism route for food learning with commercial potential could be divided into 3 routes; “Salt Route”, “Jaggery Route” and “Fish Route”.
Subsequently, the travel itinerary was designed as an example for those 3 tourism routes for food learning in order to introduce to an individual tourist in a form of two days’ trip expected to be potentially commercial for applying as a new tourism model of western provinces. This model will suit for FIT tourists and tourists with interest in food learning in a form of “Travel, Taste and Learn”. However, all data gained above are required to be further improved in various aspects so as to be applicable and support for undertaking works of the Tourism Authority of Thailand or TAT in each area to further develop the tourism model for food learning.

FACTORS AFFECTING THE SUCCESS OF SPORTS MANAGEMENT IN THAILAND

Anuchit Kulwanich — Sun, 19 Feb 2023 00:00:00 +0700

The sports industry in Thailand is also one of the biggest industry in the country which has social and economic development. Along with this contribution, there are various obstacles are associated with this industry. To address this issues, the current study objective was to check conditions of obstacles and enforcement for the professional sport promotion of Thailand. For this objective content qualitative analysis was done and data was collected from several journals, web sites, reports and reports related to professional sports by using a convenient and purposive sampling technique. The results shown that professional’s sports industry is being gradually walked up to the industrialization along with the better growth trend as compared to other developing and developed countries, the sports industry in Thailand is still in beginning stage. The current research also described the previous obstacles which hinder the professional sports industry. And then according to these problems, the proposed enforcements to fast-track the promotion were also discussed related to professional sports industry. Thus, along with these findings this research added a body of literature from both of theoretical and empirical perspective. This research is a pioneer study which shows the obstacles and enforcement of the professional sports because the previous studies were based on specific sectors or quantitative research approach. Moreover, this study could also be a pioneer which has used the path analysis technique for analysis.

THE CONCEPTS OF CREATE IMAGE IN E-SPORT ITEMS

Sun, 19 Feb 2023 00:00:00 +0700

The purpose of this research are 1) to find the characteristics of the population who like e-sports games, 2) to find the concept of designing the image of equipment in e-sports games. 3) to find marketing communication strategies for purchasing equipment in e-sports games. The sample was chosen from the population who lives in Bangkok, Thailand.
Mixed research methods consist of two types of data sources: document type and person type. All 7 steps of data were gathered for presenting the research by the findings from the population survey. Design concepts are used in conjunction with marketing concepts for this research to have a combination of different sciences that can work together and applied to create benefits and can be applied in a concrete way by create image in E-sport items in the right direction.
The results of the research revealed that 1) The characteristics of the population who like E-sports games are creators as the highest proportion and followed by heroes then explorers in the last order. 2) Equipment image design in E-sports games using the principles of composition in graphic arts, the population prefer Harmony and followed by Unity then Balance at in the last order. 3) Marketing communication strategies for purchasing E-sports equipment, considering by the behaviours for selection of marketing promotion were advertising as the highest proportion and followed by Sales promotion, Activities public relations and direct marketing in the last order.

THE ROLE OF LOCAL POLITICIANS AND GOOD GOVERNANCE IN THAILAND

Nattachai Aeknarajindawut, Natnaporn Aeknarajindawat, Teerarat Amnartcharoen — Sun, 19 Feb 2023 00:00:00 +0700

This research aimed to study the attitudes toward the role of local politicians in Thailand and the lack of good governance and the promotion of local organization governance according to good governance. It is qualitative research. The tool used was a structured interview. The population interviewed were executives. Fifteen people involved with local government organizations found that attitudes, roles of local politicians, and lack of good governance were found. We should have to educate the public about the principles of good management. Encourage the locals to create a culture Tradition of good governance for local politicians and government organizations. Make people aware of good power as part of local life to eliminate corruption and discrimination.

THAI SOCIETY'S PERSPECTIVE ON THE INEQUALITY OF WOMEN'S RIGHTS

Natnaporn Aeknarajindawat, Nattachai Aeknarajindawut, Teerarat Amnartcharoen — Sun, 19 Feb 2023 00:00:00 +0700

The status of women is undervalued in society. They were also subjected to oppression and abuse. Not socially acceptable economy and politics. This research aims to study the causes of domestic abuse in women. To protect and develop women's rights equality according to human rights principles, including ways to prevent misuse and violence against women. It is qualitative research. By collecting data through in-depth interviews with those involved. Which is a specific selection according to the qualifications specified by the researcher. Fifteen people found that the causes of domestic violence occur in women. Most of them are caused by husbands who drink alcohol. Tend to use violence the problem of the inadequate cost of living. Guidelines for improving the equality of women's rights there should be legal protection and severe prosecution of offenders. Encourage women to be educated, have a stable career that can be self-reliant, Provide knowledge and understanding about human rights principles and gender equality for society and family members.

THE DIRECTION OF TOUR OPERATORS TOWARD PROMOTING ELDERLY TOURISM IN THAILAND

Teerarat Amnartcharoen, Nattachai Aeknarajindawut, Natnaporn Aeknarajindawat — Sun, 19 Feb 2023 00:00:00 +0700

This research study aimed to study tour operators' approaches to promoting tourism among the elderly in Thailand. It was qualitative research by conducting in-depth interviews specifically targeting the sample population of 15 tourism operators to demonstrate. For example, opinions on Thailand's tourism infrastructure, government attitudes, and incentive policies. It was found that tourism operators agree that overall infrastructure and government policies are successful in supporting elderly tourism within the country. In addition, entrepreneurs want the government to support the tourism industry just as the government supports other initiatives in every aspect, strategically and in terms of marketing, advertising, and public relations. Promotion serious and continuous use of social media and other media that reach elderly tourists.

THE IMPACT OF DIGITAL MARKETING, TOURISM, SPA, CREATIONS BASED ON LOCAL WISDOM AND RANONG CULTURE

Atidtaya Bousri, Watsamon Santaweesuk — Sun, 19 Feb 2023 00:00:00 +0700

This research is primarily quantitative research combined with semi-operational quality research by integrating online and offline tools. To carry out the marketing of innovative spa products. Souvenir Products Local food coupled with tourism and tourist routes to suit purchasing habits. Tourism and consumer demand are changing with the development of content suitable for social media according to consumer behavior (Customer Persona) personality traits. Lifestyle or lifestyle of the target audience and demand. The goal is to build awareness, manage customer relationships, build brands, and generate sales, including: (1) creating a digital linkage of product trading channels; There are 3 platforms: Facebook, LINE, Instagram, (2) Creating a path to connect video content from the main platforms, Namely YouTube and Facebook, (3) Advertising through Google ads.
The study found that the majority of Thai consumers are female, under 25 years of age, single status, undergrad degree, student/student occupation. Household income per month is less than 13,500 baht, Buddhist, most foreign consumers are males, under 25 years of age, single status, bachelor’s degree, professional professionals. Monthly household income is less than 13,500 baht or more. It’s like a backpacking tourist and coming from Europe. Thais have an average frequency of street food eating about 6 times a week. It was found that loyalty has the greatest overall impact (0.351), followed by badges that promote self-image (0.117), functional benefits (0.085), personality badges (0.063), customer retention (0.040), where loyalty has a direct impact. As for badges that promote one's own image. Functional benefits Personality badges, customer retention have an indirect impact on the willingness to pay a high price, through loyalty and factors that correlate with satisfaction. Loyalty and willingness to pay high prices of Thai tourists An assessment of the total overall impact (both directly and indirectly) of various factors affecting the willingness to pay a high price. It was found that loyalty had the greatest overall impact (0.683), followed by value for money (0.452), where loyalty had a direct impact. Value section It has an indirect impact on the willingness to pay a high price.