INTERNATIONAL ACADEMIC MULTIDISCIPLINARY RESEARCH CONFERENCE IN OXFORD 2023

Introduction Book

Chayanan Kerdpitak — Mon, 29 Jan 2024 15:17:35 +0700

RESEARCH OF BLUE AND WHITE PORCELAIN FOR THE RESTAURANT DESIGN

Fu Tian, Supawadee Juysukha — Fri, 21 Jul 2023 00:00:00 +0700

The purpose of this study is to skillfully apply blue and white porcelain art to restaurant space
design, combining traditional blue and white porcelain art with modern restaurant space design
to explore the feasibility and practical effects of using blue and white porcelain elements in
restaurant design. The research collects relevant knowledge and understanding of the application
methods of blue and white porcelain aesthetic elements, and verifies their practical effects
through case analysis. Additionally, the research aims to deepen the understanding of traditional
culture and incorporate scientific decoration techniques into modern restaurant space design,
integrating blue and white art elements with space design to achieve innovative design of blue
and white art in space design, thereby enhancing the level and connotation of modern space
design. The research results are summarized as follows:
1）In restaurant design, skillful use of blue and white porcelain elements can effectively
enhance the aesthetic value and cultural connotation of the restaurant, creating an elegant and
refined atmosphere that brings customers a delightful and desirable dining experience.
2）The blue and white porcelain elements can also increase customer satisfaction and loyalty,
attracting more

APPLICATION OF QUANZHOU'S ANCIENT ARCHITECTURAL ELEMENTS FOR TEA PACKAGING DESIGN

Wang naixin, Supawadee Juysukha — Fri, 21 Jul 2023 00:00:00 +0700

This study is to apply the ancient architectural elements of Quanzhou for tea packaging
design, combining the aesthetic elements of traditional ancient architecture with tea
packaging, and to study the implementability and visual effect of using architectural elements
for tea packaging design. While designing tea packaging, it is also possible to make tea
packaging a cultural carrier, combining the two to achieve innovative design of ancient
architectural elements and tea packaging to enhance the attractiveness and cultural
connotation of tea packaging design. The results of the study are summarised as follows:
1. The unique graphic elements of ancient architecture in Quanzhou are cleverly
incorporated into the packaging design of tea, giving it an architectural aesthetic and cultural
connotation in order to bring people the atmosphere of ancient architectural art and provide
unique visual enjoyment.
2. Using the ancient architectural elements of Quanzhou can attract consumers and gain
their high approval of the business, thus contributing to the growth of the tea market.

THE USE OF NANYANG HAN PORTRAIT STONE ELEMENTS IN THE PACKAGING OF WORMWOOD PRODUCTS

Yang Linna, Supawadee Juysukha — Fri, 21 Jul 2023 00:00:00 +0700

The purpose of this study is to explore the feasibility and practical effects of using
Nanyang Han portrait stone elements in the packaging of wormwood products. Through
knowledge collection and analysis of questionnaire results, the research aims to verify the
effective use of Nanyang Han portrait stone elements in the packaging of wormwood
products. To create a cultural card of Nanyang wormwood and to promote the development of
regional economy.
To sum up:
1. In the packaging design of wormwood, the use of Nanyang Han portrait stone elements
can effectively enhance the aesthetic value and cultural connotation of the packaging, so that
consumers can more intuitively feel the beauty and artistic flavor of Nanyang regional culture.
2. Enhance the influence, recognition and impact of the brand thus improving the brand
competitiveness and recognition of the product. Bring more revenue to the enterprise and
create a brand with local culture of Nanyang and local wormwood product image

STUDY ON THE DESIGN OF CHILDREN'S SHARK HOUSE IN MARINE ENVIRONMENTAL PROTECTION

LI chenxin, Supawadee Juysukha — Fri, 21 Jul 2023 00:00:00 +0700

The importance of marine environmental protection due to the worsening pollution of the
marine environment. As a result, children are becoming more aware of the need to protect
nature. The study focuses on the relationship between shark conservation and artistic design,
particularly in the context of creating a Children's Shark Aquarium. The objective is to explore
how the design of the aquarium can raise awareness of marine environmental protection, with
a specific emphasis on shark conservation. The study will examine existing cases and literature
to understand the challenges faced by sharks and how artistic design can effectively raise public
awareness. It also aims to utilize the Children's Shark Aquarium as a means of education and
popular science to promote marine environmental awareness, especially among children. The
study will be divided into three parts: introducing the ecological environment and conservation
significance of sharks, analyzing the characteristics and design principles of children's shark
pavilions, and proposing improvement plans based on current limitations. Finally, the study
will design and create artistic works for evaluation, assessing their effectiveness and
significance in shark conservation. The research has important practical value, as it can enhance
children's awareness and cognitive abilities regarding marine environmental protection,
contribute to shark conservation efforts, and promote sustainable development in marine
environmental protection.

RESEARCH ON THE DESIGN OF ART OFFICE BASED ON WANG SHU'S DESIGN CONCEPT

Wang ZiJian, Noppadon Sangwalpetch — Fri, 21 Jul 2023 00:00:00 +0700

The purpose of this study is to address the design of art office for young art practitioners.
Through the study and application of artist Wang Shu's design style, an art office design that
can be accepted by most young art practitioners is designed, so as to solve various problems
faced by young art practitioners at this stage, and give Young arts practitioners help and
support. more than 70 % of them hope to have their own art office. In terms of the design style
of the office, I agree with Wang Shu's design style, especially the emphasis on function and
practicality. Their ideal office is roughly as follows: the design sense of the large space
highlights the original materials, and it is composed of various materials such as concrete and
metal. The art office not only has an independent office unit, but also serves as a space for
creative activities , There is also a relatively open shared area for displaying some of your own
artwork. In terms of color matching, it is biased towards bright colors, and has a unique lighting
design to highlight the vitality and creativity of colors. In addition, in order to highlight the
artistic atmosphere of the office, it is also necessary to match some green plants, art decorations,
etc. More than 70 % of young art practitioners are willing to spend less than RMB 50,000 on
design and decoration. This study adopts the research method of questionnaire survey. Through
the questionnaire survey and analysis of specific groups of people, the following results are
obtained: Wang Shu's design style can be generally accepted, and his unique design style is
also very suitable for the current society. The needs of young and middle-aged art practitioners.

RESEARCH ON THE INCOMPLETE ART AESTHETICS OF WOODEN LACQUER PAINTING DURING THE NORTHERN WEI DYNASTY

Wu Shanghua, Noppadon Sangwalpetch — Fri, 21 Jul 2023 00:00:00 +0700

China has a very long history of lacquer art culture, from the use of lacquer thousands of
years ago to the present, a large number of lacquer art masterpieces have been preserved. The
wooden lacquer painting of Sima Jinlong tomb in the Northern Wei Dynasty is now in Datong
Museum, Shanxi Province, China. The content of the painting has a strong Confucian color,
and the aesthetic requirements for lacquer painting in ancient times were complete and bright,
with the primary focus on the functionality of education and the second highest aesthetic
value. This wooden lacquer painting has a history of over 1500 years, and there has been
research on the cultural history and aesthetics of this painting in China. However, there is
little discussion on the fragmentary beauty of this painting. The author conducts research and
analysis on the fragmentary phenomenon and texture beauty of wooden lacquer painting,
clarifies its artistic characteristics from literature, analyzes the aesthetic value and Eastern
ideological and cultural value of fragility, and thus leads to the aesthetic value of "fragmentary
beauty" in wooden lacquer painting.
Through a questionnaire survey of the general public, 88.68% of the respondents believe
that the incompleteness of lacquer painting has room for imagination, 71.7% choose to prefer
natural materials, 28.3% say they do not care about materials, and no one chooses artificial
materials. 86.79% of respondents believe that incomplete wooden lacquer paintings have a
temporal state and historical traces, 73.58% believe they have Eastern cultural connotations,
64.15% believe that each incomplete form is unique, and only 13.21% believe they do not
like the incomplete wooden lacquer paintings. The conclusion is that the fragmentary beauty
of wood lacquer painting can be accepted and recognized by modern people. Modern people
accept the fragmentary picture of lacquer painting. They believe that the fragmentary picture
of lacquer painting will bring the meaning of time and history, and has the connotation of
Eastern culture. They also believe that each fragmentary form of the fragmentary state of
lacquer painting is unique, and the fragility will enhance visual attention and expand the space
of association. The fragility does not affect the aesthetic value of wood lacquer painting.
With the diversification and complexity of public life and aesthetic taste, the fragmentary
beauty of lacquer painting will also become a unique aesthetic trend in contemporary lacquer
painting art.

INNOVATIVE DESIGN APPROACHES: EXPLORING THE POTENTIAL OF LATEX IN CREATIVE MATERIAL PRODUCTION

Noppachai Pujirakasem, Noppadon Sangwalpetch — Fri, 21 Jul 2023 00:00:00 +0700

This research delves into the potential of latex as a creative material for product design,
with a specific focus on Thailand, the world's leading producer of natural rubber. Despite its
unique properties such as flexibility, durability, and water resistance, the use of latex in
Thailand has traditionally been limited to industrial goods. This research aims to bridge this
gap by investigating the potential of latex in creative product design.
The research is structured into two phases: a comprehensive literature review and an
experimental investigation. The literature review examines the current state of knowledge
regarding latex, its properties, and its applications. The experimental investigation involves
the practical application of this knowledge in the design and creation of creative materials
using latex.
The research results underscore the versatility of latex as a creative material. The first
experiment demonstrated the ease of molding natural rubber and its ability to retain shape
quickly. The second experiment revealed some challenges when attempting to create a softer
material through foaming.
However, the third experiment, which explored the shaping of natural rubber in a highdimensional form, yielded the most promising results. It demonstrated that natural rubber,
after shaping, could retain its shape effectively and capture the details in the mold. This
experiment has significant implications for product design, as it suggests that natural rubber
can be used to create intricate, high-dimensional designs without the need for additional
structural mixtures.
In conclusion, this research underscores the significant potential of latex as a creative
material and the need for careful consideration of the material's properties and the
manufacturing process in the design of creative products. The findings, particularly those
from the third experiment, provide a valuable foundation for further exploration and
development in the field of creative product design using latex, especially in Thailand, the
world's leading producer of natural rubber

RESEARCH ON THE GUIDELINES IMPROVEMENT OF HOMESTAY DESIGN IN ZHONGYUAN CITY, YICHUN CITY AND JIANGXI PROVINCE IN CHINA

Kong Yun, Noppadon Sangwalpetch — Fri, 21 Jul 2023 00:00:00 +0700

This study focuses on the integration of traditional culture into rural housing in Zhongyuan
Township, combining the traditional culture of Zhongyuan Township with the charming
atmosphere of natural and ecological rural areas. The study investigates the feasibility and
criticality of using traditional culture in homestays through literature and case studies.
Numerous case studies were conducted, including a questionnaire survey of residents in Jiangxi
Province, to obtain research results. The case studies conclude that the use of traditional
homestays is a highly suitable method that can effectively pass down traditional culture and
attract more tourists. The questionnaire results indicate the residents' love and expectations for
traditional customs.
Two important conclusions were drawn:
1. The traditional culture of Zhongyuan Township, Jing'an County, Yichun City, Jiangxi
Province is suitable to be integrated into homestays.
2. the majority of people believe that integrating traditional culture into homestays can not
only enhance the accommodation environment but also allow tourists to understand the local
traditional characteristics.

ZHUANG BRONZE DRUM AESTHETICS IN THE VI DESIGN RESEARCH OF WATCH ENTERPRISES

Zhang Yue, Taechit Cheuypoung — Fri, 21 Jul 2023 00:00:00 +0700

This study aims to apply the elements of the Zhuang ethnic bronze drum to corporate image
design and explore its feasibility and practical effects. By collecting relevant knowledge and
conducting case analysis, the effective use of the aesthetic elements of the Zhuang ethnic
bronze drum has been verified. Deepening the understanding of traditional culture, combining
scientific decorative methods with the artistic elements of the Zhuang ethnic bronze drum, and
achieving innovative corporate image design to enhance its level and connotation. Sum up:
1. By incorporating elements of the Zhuang bronze drum, the aesthetic value and cultural
connotation of the company's visual image are effectively enhanced, thereby improving the
competitiveness of its products in the market.
2. Combining the aesthetic elements of the Zhuang ethnic bronze drum with the visual
identity design of the company has a wide audience and high expectations. Incorporating the
aesthetic elements of the Zhuang ethnic bronze drum into the logo design of the company can
achieve recognition.
3. The aesthetic patterns of the Zhuang ethnic bronze drum influence the important
elements that impact the viewers, including color, shape, pattern, and visual impact.

RESEARCH ON USER EXPERIENCE INTERFACE DESIGN OF LIJIANG TOURISM APP

Shi Linke, Pibool Waijittragum — Fri, 21 Jul 2023 00:00:00 +0700

This study aims to design a tourism app for Lijiang by incorporating regional culture and
maximizing user experience through data analysis. By addressing user needs and improving
interface design, it provides data-driven support for innovative app interface design. By
applying theoretical insights to intelligent terminals and incorporating the unique features of
tourism software, this study presents a comprehensive design scheme for the APP interface,
focusing on innovative use of tourism scenarios and providing valuable reference for future
development of related software.

A STUDY OF CHARACTER EXPRESSION IN THE CREATION OF WATERCOLOUR PAINTINGS

Zhou Qiqi, Pibool Waijittragum — Fri, 21 Jul 2023 00:00:00 +0700

The depiction of characters' expressions has always been one of the key concerns of
artists. The expressions of figures in contemporary watercolour paintings are sincere but
different in style, reflecting the inner state of mind of the characters in the paintings, as well
as the character of the people, presenting an extremely rich artistic expressiveness and
providing a visual feast for the viewers. At the same time, the expression of figure painting is
also one of the important means for artists to look at the whole society and convey the feelings
of characters in contemporary society. This paper will focus on the expression of
contemporary figure paintings, through examples of representative portraits and in-depth
research and analysis, focusing on the study of the expression of contemporary watercolour
figures, and attempting to decipher the skills of the painters and learn from their spirit of
continuous exploration and innovation.

DESIGN AND APPLICATION OF SIGN SYSTEM FOR YUANJIA VILLAGE SCENIC AREA IN XIANYANG CITY

Zhang xiao, Pibool Waijittragum — Fri, 21 Jul 2023 00:00:00 +0700

In recent years, the development of China's tourism industry has been steadily increasing,
and people's demand for tourism is also constantly increasing. Folk tourism has also become a
hot topic in tourism with the improvement of public consumption level and the continuous
development of social economy. At present, some scenic spots are experiencing
homogenization, and visual design represented by guidance systems cannot reflect the unique
cultural characteristics of scenic spots. As an important component of a scenic area, the
guidance system not only has basic guiding functions, but also plays an important role in
conveying visual information in establishing the image and cultural connotation of the scenic
area. The embodiment of cultural elements in the guidance system of tourist attractions is
becoming increasingly important.
This article determines the importance of guiding system design in tourist attractions
through research and analysis of the guiding system. Then, a comprehensive interpretation of
the concept, constituent elements, and basic design principles of the tourist scenic spot
guidance system will be conducted. Then, an on-site survey and questionnaire analysis will be
conducted on the current situation of the Yuanjia Village scenic spot guidance system, and the
objective problems and shortcomings will be summarized from the feedback of the results;
Then, interpret the cultural characteristics and extract symbolic elements of the Guanzhong
area where Yuanjia Village is located; Finally, on the basis of following the application
principles of Semiotics theory, we added the regional cultural characteristics of Guanzhong,
carried out System integration from a higher level of logo system design, guided it through
Systems science and sustainable development, and completed the guidance system design of
Yuanjia Village Scenic Area.

AN ANALYSIS OF THE EFFECTS OF VISUAL INDUCTION ON PAINTINGS

Mingzhe Han, Pibool Waijittragum — Fri, 21 Jul 2023 00:00:00 +0700

This article focuses on the core concept of visual induction and analyzes its theoretical basis
and effects in painting. It explores the application of visual induction in painting creation and
its impact on the artwork. This study draws on previous research and starts with the relationship
between visual perception and painting, as well as the relevant concepts of visual induction. It
systematically analyzes the theoretical concepts, types, principles, and functions of visual
induction, and discusses the causes, effects, and general patterns of visual induction from
various perspectives. It also analyzes the actual use of visual induction in artwork.
This research adopts a combined qualitative and quantitative research method to observe
and analyze artworks that employ visual induction. Data is collected through questionnaire
surveys and analyzed to gain a deeper understanding of how visual induction is implemented
in painting. The study analyzes the impact of visual induction on the psychological state of the
painter and the interaction between the audience and the artist. The research results indicate
that there is a mutual influence and connection between visual induction, artistic expression,
and the audience. It can capture the audience’s attention and interest, promote interaction
between the audience and the artwork, enhance the attractiveness, dissemination, and influence
of the artwork, and have a positive impact.

CULTURAL SPIRIT AND DESIGN ANALYSIS IN THE OLD ERA OF ROBOT DESIGN

Chenyou Wang, Pibool Waijittragum — Fri, 21 Jul 2023 00:00:00 +0700

Explain the background of robot animation in the old era and the necessity of the current
spiritual and cultural construction
This study aims to analyze the positive forces contained in the Japanese robot animation in
connection with the mechanical setting of the golden age of the last century, and use them for
the reference of the robot setting. Mechanical setting is the most intuitive commercial value of
all robot animation, and excellent mechanical setting is the primary consideration index to
attract the audience. It is also the most intuitive influencing factor of commercial realization.
The design method is as follows: Collect the audience and preference range of related products
through questionnaire survey, such as 1) investigate whether the audience likes super or real,
2) what models current enthusiasts contribute to, and 3) what are the common characteristics
of popular artistic images

EXPLORING THE RISE OF 3D DIGITAL VISUAL ART IN RAP ALBUM COVER DESIGN: A CULTURAL AND TECHNICAL ANALYSIS

Ma Zhongyuan, Taechit Cheuypoung — Fri, 21 Jul 2023 00:00:00 +0700

This paper studies the relationship between rap album cover design and 3D digital visual
art. The visual symbols produced by using 3D technology can convey realistic and imaginative
visual images, which is in line with the cultural characteristics of rap music. As a music form
full of personality and innovation, rap music is in line with the cultural and aesthetic trends of
young people. closely related. Applying 3D digital visual art to the album cover design not only
increases the visual impact and innovation, but also creates a stronger resonance and
connection with the target audience. Therefore, with the development of technology and culture,
we can expect a deeper interaction and innovation between rap album cover design and 3D
digital visual art.

RESEARCH ON THE STATUS QUO OF RESIDENTIAL SPACE DESIGN IN QINGCHENG MOUNTAIN BASED ON THE CONCEPT OF LOCALISM

Taechit Cheuypoung, Li Xiaoyong — Fri, 21 Jul 2023 00:00:00 +0700

This paper explores the space design of homestays in combination with the regional culture
and the principles of local design of Qingcheng Mountain, and provides a feasible case for the
local design of characteristic homestays for subsequent researchers. At the same time, it also
provides a useful reference for protecting and inheriting regional culture and historical
buildings, and improving the development of tourism and homestays industry.

EXPLORING THE FORMS AND RECONSTRUCTION OF THE ARMOR OF THE YUEJIA ARMY IN SONG CHINA A HISTORICAL AND TECHNICAL ANALYSIS

Li Chunli, Taechit Cheuypoung — Fri, 21 Jul 2023 00:00:00 +0700

Ancient Chinese armor is of great historical and cultural significance, reflecting the martial
arts tradition and craftsmanship of ancient civilizations. Among them, Song Dynasty Yuejia
Army Armor is one of the most representative armors in China. Song Dynasty Yuejia Army
armor represents the equipment of the army led by General Yue Fei in Song Dynasty, and has
important historical significance and value. By studying the craftsmanship, usage and
decoration of the armor, we can understand the equipment level and military culture of the
Song Dynasty army. Secondly, the decoration and design of the armor distinguishes it from
other armor types of the same dynasty, reflecting the unique identity and military strength of
the Yue Family Army. Studying the decorative patterns, floral motifs, and symbols of the armor
can provide an understanding of the styles and characteristics of Song decorative arts, and has
a certain reference value for the study of Song arts and crafts. This research project aims to
thoroughly study the form and reconstruction of the armor of the Yue Family Army in the Song
Dynasty through a comprehensive examination of the historical records, archaeological
discoveries, and artistic representations of the Yue Family Army. By comparing and analyzing
different types and styles of armor from the Song Dynasty, the project aims to understand the
evolution of the Yue Family Army's armor design, construction techniques and materials, and
to compile complete information about the Yue Family Army of the Song Dynasty.Research
Project Title:
Exploring the Forms and Reconstruction of the Armor of the Yuejia Army in Song China:
a Historical and Technical Analysis

AN INVESTIGATION REPORT ON THE CHANGES OF WOMEN’S CLOTHING IN CONTEMPORARY GUANGXI ZHUANG NATIONALITY

Tian Chen, Chanoknart Mayusoh, Akapong Inkuer, Pisit Puntien — Fri, 21 Jul 2023 00:00:00 +0700

The main focus of this research is to study the changes in women's clothing in a
contemporary globalized society. It aims to investigate the trends in design, production
techniques, materials used, and popular preferences in order to understand the trends and
transformations that occur in women's clothing in the mentioned society. The article also
emphasizes the analysis of the societal and cultural impacts of these clothing changes. It
examines the economic and industrial implications resulting from the transformations in
women's clothing, as well as the study of the emotions and overall experiences of individuals
who wear women's clothing in the mentioned society. The objectives of this research are to
gain insights and understanding into the trends and transformations in women's clothing within
a contemporary globalized society, analyze the social and cultural impacts, and examine the
economic and industrial implications of these clothing changes, as well as explore the emotions
and overall experiences of individuals who wear women's clothing in the mentioned society.

A STUDY ON THE LANGUAGE SYSTEM OF HAKKA ENCLOSED HOUSES IN SHENZHEN

Canhui Xia, Pisit Puntien, Akapong Inkuer, Chanoknart Mayusoh — Fri, 21 Jul 2023 00:00:00 +0700

Hakka enclosed houses are one of the five major dwellings in China and are a typical
manifestation of Hakka culture. Today, the traditional form of family living has disappeared,
and many of the enclosed houses are no longer inhabited. As a result, a large number of existing
relics are deteriorating. Therefore, it has become an urgent research topic for us to find effective
ways to protect and reuse this valuable regional cultural specimen, as well as to apply its
architectural language to modern design. However, during the process of concrete practice,
many designs lack depth and only focus on surface aesthetics. Therefore, this paper aims to
explore, from a modern perspective, the following: studying the typological characteristics of
Hakka enclosures, reviewing important literature and theories on architectural design language,
and constructing a scientific research system for Hakka enclosed houses' architectural
language. Qualitative and descriptive research, literature review, field investigation, and
observation were used to collect data. The research results were then analyzed, focusing on the
contents and main points.

EVALUATION AND ANALYSIS OF BAI NATIONALITY'S WOODCARVING INNOVATIVE FURNITURE DESIGN BASED ON CONSUMER INTENTIONS

Zhenping Xiao, Chanoknart Mayusoh, Akapong Inkuer, Pisit Puntien — Fri, 21 Jul 2023 00:00:00 +0700

This study takes consumer intentions as the research object, and explores the factors that
influence the form of Bai nationality woodcarving furniture. The research divides the consumer
groups into three types: young, middle-aged, and old according to age, and conducts
quantitative and qualitative research by distributing 200 questionnaires. The research results
show that the interviewees generally agree with the artistic charm of traditional culture and are
willing to pay for related products. The shape, color, material, texture, structure, and meaning
affect consumers' purchasing motivation. The research results can guide the Bai nationality's
woodcarving innovation furniture design.

THE SIGNIFICANCE OF FLYING APSARAS IN DUNHUANG FRESCOES OF THE SUI AND TANG DYNASTIES AND THEIR APPLICATION IN VISUAL COMMUNICATION DESIGN

Pan Lyu, Akapong Inkuer, Chanoknart Mayusoh, Pisit Puntien — Fri, 21 Jul 2023 00:00:00 +0700

This paper explores the significance of flying apsaras in Dunhuang frescoes from the Sui and Tang
Dynasties and their application in visual communication design using computer vision. Through the
analysis of modeling, costume, and color characteristics of the flying apsaras, this study aims to provide
theoretical and artistic research value for subsequent design. A range of research methods, including
literature induction, field investigation, and information research, is employed to collect and analyze
data on the flying apsaras in Dunhuang frescoes. The findings highlight the influence of Buddhism and
Dunhuang on traditional Chinese culture and emphasize the need to integrate traditional Chinese culture
into modern design, particularly in brand building and pattern design.

RESEARCH ON THE SPATIAL LAYOUT AND MECHANISM ANALYSIS OF TRADITIONAL VILLAGE LANDSCAPE IN XUZHOU AREA

Lian Wang, Chanoknart Mayusoh, Akapong Inkuer, Pisit Puntien — Fri, 21 Jul 2023 00:00:00 +0700

This paper takes 22 traditional villages in Xuzhou City, Jiangsu Province, which have been
selected into the list of traditional villages in Jiangsu Province as the research object, and uses
field research, literature review, data analysis and other methods to analyze the spatial
distribution and formation mechanism of traditional villages from the dimensions of location,
terrain, and administration. The results show that: 1) The traditional villages in Xuzhou City
are distributed in a "strip" shape in space as a whole, with the spatial layout characteristics of
"strip distribution, overall cohesion, and local dispersion". The basic pattern of "strip"
distribution of traditional villages in Xuzhou City is shaped by such factors as terrain
characteristics and regional development distribution; 2) According to classification,
the landscape mechanism of traditional villages in Xuzhou can be summarized into four forms:
fishbone type, surrounded type, net type, and free type. Based on these three forms, rural
settlements form the basic pattern of loose type, surrounded type, compact type, and intensive
traditional village spatial mechanism in Xuzhou area.

REVITALIZING AND TRANSMITTING THE TRADITIONAL COSTUME PATTERNS OF THE YAO ETHNIC GROUP IN GUANGXI

Yu Lu, Chanoknart Mayusoh, Akapong Inkuer, Pisit Puntien — Fri, 21 Jul 2023 00:00:00 +0700

This research focuses on the revitalization and transmission of traditional costume patterns
of the Yao ethnic group in Guangxi. The Yao ethnic group has a rich history and cultural
heritage. However, over the past few decades, their traditional costume patterns have been
gradually forgotten due to societal changes and the influence of other ethnic groups.
The objective of this study is to explore and revive the traditional costume patterns of the
Yao ethnic group. This will be achieved through historical research, documentation, and
interviews with knowledgeable individuals and skilled artisans regarding the intricate details
of the costumes. A comparative analysis of the current and historical costume patterns will be
conducted to understand their significance and evolution. Furthermore, guidelines will be
developed to revitalize and transmit these costume patterns for present and future use.
The outcomes of this research will contribute to the preservation and appreciation of the
Yao ethnic group's cultural heritage. It will foster a better understanding and acceptance of
their costume patterns in the broader society. Additionally, the findings can serve as inspiration
for future Creative product design and fashion industry related to costume design.

HUMAN RESOURCE MANAGEMENT ON EMPLOYEE SATISFACTION OF AIRLINES BUSINESS IN CHINA

Yanxian Guo, Panida Ninaroon — Fri, 21 Jul 2023 00:00:00 +0700

The research was to investigate actual human resource management factors affecting
employee satisfaction. The conceptual framework was developed from the literature review,
survey in the area, and other contemporaneous research in human resource management.
Accordingly, the researchers consider the importance of earning, skill, management,
Workplace relationships, and happiness at workplace.
In this, the researchers employed the quantitative research approaches. The instruments of
research were the steps of a questionnaire. Data were collected from 253 people who are
employees of the airline business. The data collected were analyzed using path modeling and
on the basis of observing the actual employee satisfaction of the organizations studied through
all operational links in human resource management.
Findings are as follows: Applications of earning, skill, management, Workplace
relationships, and happiness at the workplace were explanatory of the variance in employee
satisfaction at 54.4 percent (R2 = 0.544). Each factor involves significant aspects, with the total
being 26. All elements should be addressed if problems are to be solved over the long haul.

ROLE OF HUMAN RESOURCE MANAGEMENT AND EMPLOYEE SATISFACTION OF AIRLINE BUSINESS IN CHINA

Yanxian Guo, Panida Ninaroon — Fri, 21 Jul 2023 00:00:00 +0700

The research was to investigate the current issue of Human Resource Management and
Employee Satisfaction of the Airline business in China. The conceptual framework was
developed from the literature review, survey in the area, and other contemporaneous research
in human resource management. Accordingly, the researchers consider the importance of
earning, skill, management, Workplace relationships, and happiness at the workplace.
In this, the researchers employed the quantitative research approaches. The instruments of
research were the steps of a questionnaire. Data were collected from 253 people who are
employees of the airline business. The data collected were analyzed using descriptive statistics
as mean, standard deviation, and percentage on the basis of observing the actual employee
satisfaction of the organizations studied through all operational links in human resource
management. Findings are applications of earning, skill, management, Workplace
relationships, and happiness at the workplace, and employee satisfaction is high-level.

HUMAN RESOURCE MANAGEMENT ON OPERATIONAL EFFICIENCY OF SME BUSINESS IN HUNAN OF CHINA

Chen Huang, Panida Ninaroon — Fri, 21 Jul 2023 00:00:00 +0700

The research was to investigate actual human resource management factors affecting the
operational efficiency of SME businesses in Hunan China. The conceptual framework was
developed from the literature review, survey in the area, and other contemporaneous research
in tourism marketing. Accordingly, the researchers consider the importance of customerperceived value, social exchange, service quality, reliability, quick responsiveness, and
customer satisfaction.
In this, the researchers employed the quantitative research approaches. The instruments of
research were the steps of a questionnaire. Data were collected from 269 people who are
entrepreneurs of SME businesses in Hunan China. The data collected were analyzed using path
modeling and on the basis of observing the actual operational efficiency of the organizations
studied through all working links in the management of SME business.
Findings are as follows: Applications of salary, training, management policy, motivation,
and welfare were explanatory of the variance in operational efficiency at 44.1 percent
(R2 = 0.441). Each factor involves significant aspects with the total being 28. All aspects
should be addressed if problems are to be solved over the long haul.

ROLE OF HUMAN RESOURCE MANAGEMENT AND OPERATIONAL EFFICIENCY OF SME BUSINESS IN HUNAN CHINA

Chen Huang, Panida Ninaroon — Fri, 21 Jul 2023 00:00:00 +0700

The research was to investigate the current issue of Human Resource Management and
Operational Efficiency of SME business in Hunan China. The conceptual framework was
developed from the literature review, survey in the area, and other contemporaneous research
in human resource management. Accordingly, the researchers consider the importance of
salary, training, management policy, motivation, and welfare.
In this, the researchers employed the quantitative research approaches. The instruments of
research were the steps of a questionnaire. They have collected data from the entrepreneurs of
SME businesses in Hunan by distributing a total of 269 questionnaires to ask for information
from the sample group in order to complete all parts of the questionnaire. The data collected
were analyzed using descriptive statistics as mean, standard deviation, and percentage on the
basis of observing the actual employee satisfaction of the organizations studied through all
operational links in human resource management. Findings are applications of salary, training,
management policy, motivation, welfare, and operational efficiency is high-level.

INFLUENCING FACTORS OF CUSTOMER SATISFACTION OF THE TRAVEL AGENCY IN BEIJING

Huiguanjia Yan, Panida Ninaroon — Fri, 21 Jul 2023 00:00:00 +0700

The research was to investigate actual factors affecting customer satisfaction of travel
agencies in Beijing. The conceptual framework was developed from the literature review,
survey, and other contemporaneous research in tourism marketing. Accordingly, the
researchers consider the importance of customer-perceived value, social exchange, service
quality, reliability, quick responsiveness, and customer satisfaction.
In this, the researchers employed the quantitative research approaches. The instruments of
research were the steps of a questionnaire. Data were collected from 359 people who are
entrepreneurs of travel agencies. The data collected were analyzed using path modeling and on
the basis of observing the actual customer satisfaction of the organizations studied through all
operational links in the supply chain of tourism.
Findings are as follows: Applications of customer perceived value, social exchange, service
quality, reliability, and quick responsiveness were explanatory of the variance in tourist
satisfaction at 49.8 percent (R2 = 0.498). Each factor involves significant aspects, with the total
being 26. All elements should be addressed if problems are to be solved over the long haul.

ROLE OF SERVICE QUALITY, CUSTOMER-PERCEIVED VALUE AND CUSTOMER SATISFACTION OF THE TRAVEL AGENCY IN BEIJING

Huiguanjia Yan, Panida Ninaroon — Fri, 21 Jul 2023 00:00:00 +0700

The research investigated the role of service quality, customer-perceived value, and
customer satisfaction of the travel Agency in Beijing. The conceptual framework was
developed from the literature review, survey, and other contemporary research in human
resource management. Accordingly, the researchers consider the importance of customer
perception, social exchange, service quality, reliability, quick responsiveness, and customer
satisfaction. In this, the researchers employed the quantitative research approaches. The
instruments of research were the steps of a questionnaire. Data were collected from 359 people
who are employees of the travel agency in Beijing. The data collected were analyzed using
descriptive statistics as mean, standard deviation, and percentage on the basis of observing the
actual employee satisfaction of the organizations studied through all operational links in human
resource management. Findings are applications of customer perception, social exchange,
service quality, reliability, quick responsiveness, and customer satisfaction are high-level.

FACTORS INFLUENCING PURCHASE INTENTIONS FOR GOLD AND JEWELRY PRODUCTS OF CHINESE TOURISTS IN THAILAND

Donglin Li, Panyada Chantakit — Fri, 21 Jul 2023 00:00:00 +0700

The research was to investigate actual Influencing factors in purchase intentions for Gold
and jewelry products of Chinese Tourists in Thailand. The conceptual framework was
developed from the literature review, survey in the area, and other contemporary research on
purchase intention. Accordingly, the researchers consider the importance of quality products,
innovative products, and after-sales service. In this, the researchers employed the quantitative
research approaches. The instruments of research were the steps of a questionnaire. Data were
collected from 385 Chinese tourists who came to Thailand to buy Gold and jewelry in Bangkok
Thailand. The data collected were analyzed using path modeling and on the basis of observing
the actual purchase intention of the organizations studied through all operational links in the
marketing management.
Findings are as follows: Applications of quality products, innovation products, and sales
service were explanatory of the variance in purchase intention at 66.6 percent (R2 = 0.666).
Each factor involves significant aspects, with the total being 26. All elements should be
addressed if problems are to be solved over the long haul.

PRODUCT QUALITY, INNOVATION PRODUCTS AND AFTER-SALE SERVICE OF GOLD AND JEWELRY PRODUCTS OF CHINESE TOURISTS

Donglin Li, Panyada Chantakit — Fri, 21 Jul 2023 00:00:00 +0700

The research investigated the role of quality products, innovative products, after-sales
service, security, and purchase intention of the travel Agency in Beijing. The conceptual
framework was developed from the literature review, survey, and other contemporary research
in marketing management. Accordingly, the researchers consider the importance of quality
products, innovative products, after-sales service, security, and purchase intention. In this, the
researchers employed the quantitative research approaches. The instruments of research were
the steps of a questionnaire. Data were collected from 385 people who came to Thailand to buy
gold and jewelry design in Bangkok. The data collected were analyzed using descriptive
statistics as mean, standard deviation, and percentage based on observing the actual quality
products, innovative products, after-sales service, security, and purchase intention. Findings
are applications of quality products, innovative products, after-sales service, security, and
purchase intention are high-level.

FACTORS INFLUENCING PURCHASE INTENTIONS IN CONVENIENCE STORES OF CHINESE TOURISTS IN THAILAND

Enze Li, Panyada Chantakit — Fri, 21 Jul 2023 00:00:00 +0700

The research was to investigate actual factors influencing purchase intentions in
Convenience Stores of Chinese tourists in Thailand.
Tourists in Thailand. The conceptual framework was developed from the literature review
and survey in the area and other contemporary research in purchase intention. Accordingly, the
researchers consider the importance of Variety products, comfortability, creditable, facility,
location, and purchase intention.
In this, the researchers employed the quantitative research approaches. The instruments of
research were the steps of a questionnaire. Data were collected from 385 people who are
Chinese tourists in Thailand for buy something in a convenience store in Thailand. The data
collected were analyzed using path modeling and on the basis of observing the actual purchase
intention of the organizations studied through all operational links in the marketing
management.
Findings are as follows: Applications of a variety of products, comfortability, credibility,
facility and, location were explanatory of the variance in purchase intention at 44.2 percent (R2
= 0.442). Each factor involves significant aspects, with the total being 27. All aspects should
be addressed if problems are to be successfully solved over the long haul.

ROLE OF VARIETY PRODUCT, COMFORTABILITY, AND CREDITABLE IN CONVENIENCE STORES OF CHINESE TOURISTS IN THAILAND

Enze Li, Panyada Chantakit — Fri, 21 Jul 2023 00:00:00 +0700

The research was to investigate the role of variety products, comfortability, and credibility
in convenience stores of Chinese tourists in Thailand. The conceptual framework was
developed from the literature review, survey, and other contemporaneous research in human
resource management. Accordingly, the researchers consider the importance of variety
products, comfortability, credibility, facility, location, and purchase intention.
In this, the researchers employed the quantitative research approaches. The instruments of
research were the steps of a questionnaire. Data were collected from 385 people who buy
something in the convenience stores. The data collected were analyzed using descriptive
statistics as mean, standard deviation, and percentage on the basis of observing the actual
variety of products, comfortability, credibility, facility, location, and purchase intention studied
through all operational links in marketing management. Findings are applications of variety
products, comfortability, creditable, facility, location, and purchase intention is high-level.

The Influencing Factors of Tourist Satisfaction for Chinese Health Tourism in Thailand

Zhaowu Wu, Eakolarn Chotianusorn — Fri, 21 Jul 2023 00:00:00 +0700

The research was to investigate actual Influencing Factors of Tourist Satisfaction for Chinese Health Tourism in Thailand. The conceptual framework was developed from the literature review and survey in the area and other contemporaneous research in Human resource management. Accordingly, the researchers consider the importance of the factors of Human resource management, service quality, and innovation process.
In this the researchers employed the quantitative research approaches. The instruments of research were steps of a questionnaire. Data were collected from 385 people who are Chinese health tourism to come to health care in the hospital in, Bangkok Thailand. The data collected were analyzed using path modeling and on the basis of observing the actual tourism satisfaction of the organizations studied through all operational links in human resource management.
Findings are as follows: Applications of human resource management, service quality, and innovation process were explanatory of the variance in tourist satisfaction at 64.4 percent (R2 = 0.644). Each factor involves significant aspects with the total being 25. All aspects should be addressed if problems are to be successfully solved over the long haul.

The Role of Human Resource Management, Service Quality, Innovation Process and Tourist Satisfaction for Chinese Health Tourism in Thailand

Zhaowu Wu, Eakolarn Chotianusorn — Fri, 21 Jul 2023 00:00:00 +0700

The research investigated the role of human resource management, service quality, innovation process and tourist satisfaction for Chinese health tourism in Thailand. The conceptual framework was developed from the literature review, survey, and other contemporary research in human resource management. Accordingly, the researchers consider the importance of human resource management, service quality, innovation process and tourist satisfaction. In this, the researchers employed the quantitative research approaches. The instruments of research were the steps of a questionnaire. Data were collected from 385 people who are Chinese who come to Bangkok for health in the hospital of Thailand. The data collected were analyzed using descriptive statistics as mean, standard deviation, and percentage on the basis of observing the actual tourist satisfaction of the organizations studied through all operational links in human resource management. Findings are applications of service quality, innovation process and tourist satisfaction are high-level.

The Influencing Factors of Tourist Satisfaction for Chinese Spa Tourism in Thailand

Jun Lyu, Panyada Chantakit — Fri, 21 Jul 2023 00:00:00 +0700

The research was to investigate actual Influencing Factors of Tourist Satisfaction for Chinese Spa Tourism in Thailand. The conceptual framework was developed from the literature review and survey in the area and other contemporaneous research in marketing management. Accordingly, the researchers consider the importance of the factors of facility location, service quality, product quality, and quick responsiveness.
In this the researchers employed the quantitative research approaches. The instruments of research were steps of a questionnaire. Data were collected from 385 people who are Chinese spa tourists who come to use spas service in Bangkok, Thailand. The data collected were analyzed using path modeling and on the basis of observing the actual tourist satisfaction of the organizations studied through all operational links in the maketing management.
Findings are as follows: Applications of facility location, service quality, product quality, and quick responsiveness were explanatory of the variance in tourist satisfaction at 56.5 percent (R2 = 0.565). Each factor involves significant aspects with the total being 26. All aspects should be addressed if problems are to be successfully solved over the long haul.

Facility location, Service quality, Product quality and Quick Responsiveness for Chinese Spa Tourism in Thailand

Jun Lyu, Panyada Chantakit — Fri, 21 Jul 2023 00:00:00 +0700

The research investigated the facility location, service quality, product quality and quick responsiveness for Chinese Spa tourism in Thailand. The conceptual framework was developed from the literature review, survey, and other contemporary research in management. Accordingly, the researchers consider the importance of facility location, service quality, product quality and quick responsiveness. In this, the researchers employed the quantitative research approaches. The instruments of research were the steps of a questionnaire. Data were collected from 385 people who are Chinese spa tourists who come to use spas service in Bangkok. The data collected were analyzed using descriptive statistics as mean, standard deviation, and percentage on the basis of observing the actual tourist satisfaction of the organizations studied through all operational links in management. Findings are applications of facility location, service quality, product quality and quick responsiveness are high-level.

Chinese Tourists' Willingness to Use Chinese Restaurants in Thailand

Shuai Jin, Panyada Chantakit — Fri, 21 Jul 2023 00:00:00 +0700

The research was to investigate actual Influencing factors of Chinese Tourists' Willingness to Use Chinese Restaurants in Thailand. The conceptual framework was developed from the literature review and survey in the area and other contemporary research in marketing management. Accordingly, the researchers consider the importance of facility location, product quality, security, and English communication skills.
In this, the researchers employed the quantitative research approaches. The instruments of research were steps of a questionnaire. Data were collected from 385 people who are Chinese tourists to use Chinese restaurant in Bangkok, Thailand. The data collected were analyzed using the path modeling and on the basis of observing the actual tourist' willingness of the organizations studied through all operational links in the marketing management.
Findings are as follows: Applications of facility location, product quality, security, and English communication skills were explanatory of the variance in tourist' willingness at 56.5 percent (R2 = 0.565). Each factor involves significant aspects with the total being 20. All aspects should be addressed if problems are to be successfully solved over the long haul.

Role of Product Quality, Security and English Communication Skills to Use Chinese Restaurants in Thailand

Shuai Jin, Panyada Chantakit — Fri, 21 Jul 2023 00:00:00 +0700

The research investigated the role of facility location, product quality, security and English communication skills to use Chinese restaurants in Thailand. The conceptual framework was developed from the literature review, survey, and other contemporary research in management and marketing. Accordingly, the researchers consider the importance of facility location, product quality, security and English communication skills. In this, the researchers employed the quantitative research approaches. The instruments of research were the steps of a questionnaire. Data were collected from 385 people who are Chinese tourists who come to use Chinese restaurant in Bangkok. The data collected were analyzed using descriptive statistics as mean, standard deviation, and percentage on the basis of observing the actual tourist satisfaction of the organizations studied through all operational links in management. Findings are applications of facility location, product quality, security and English communication skills are high-level.

Influencing Factors of reputation on student satisfaction for Private university in Hunan

Zihao Zhao, Eakolarn Chotianusorn — Fri, 21 Jul 2023 00:00:00 +0700

The research was to investigate actual Influencing Factors of reputation on student satisfaction for Private University in Henan. The conceptual framework was developed from the literature review and survey in the area and other contemporaneous research in human resource management. Accordingly, the researchers consider the importance of the factors of educational source, teaching quality, teaching, personnel, facility location, and logistic service.
In this the researchers employed the quantitative research approaches. The instruments of research were steps of a questionnaire. Data were collected from 366 people who are student of private university in Hunan. The data collected were analyzed using the path modeling and on the basis of observing the actual student satisfaction of the organizations studied through all operational links in the reputation and management.
Findings are as follows: Applications of educational source, teaching quality, teaching, personnel, facility location, and logistic service were explanatory of the variance in student satisfaction at 56.2 percent (R2 = 0.562). Each factor involves significant aspects with the total being 27. All aspects should be addressed if problems are to be successfully solved over the long haul.

Educational resources, Teaching quality, logistics services and Personnel for Private University in Hunan

Zihao Zhao, Eakolarn Chotianusorn — Fri, 21 Jul 2023 00:00:00 +0700

The research investigated the educational resources, teaching quality, logistics services and personnel for private University in Hunan. The conceptual framework was developed from the literature review, survey, and other contemporary research in management and education. Accordingly, the researchers consider the importance of Educational resources, Teaching quality, logistics services and Personnel. In this, the researchers employed the quantitative research approaches. The instruments of research were the steps of a questionnaire. Data were collected from 366 people who are students of private university in Hunan. The data collected were analyzed using descriptive statistics as mean, standard deviation, and percentage on the basis of observing the actual tourist satisfaction of the organizations studied through all operational links in management. Findings are applications of educational resources, teaching quality, logistics services and personnel are high-level.

Influencing factors of brand cognition for Luxury goods in Hunan, China

Meihui Yang, Eakolarn Chotianusorn — Fri, 21 Jul 2023 00:00:00 +0700

The research was to investigate actual Influencing factors brand cognition of Luxury goods in Hunan, China. The conceptual framework was developed from the literature review and survey in the area and other contemporaneous research in human resource management. Accordingly, the researchers consider the importance of the factors of credibility, similarity of views, brand identity, brand value, brand cognition.
In this the researchers employed the quantitative research approaches. The instruments of research were steps of a questionnaire. Data were collected from 257 people who are customer of luxury goods shops. The data collected were analyzed using the path modeling and on the basis of observing the actual brand cognition of the organizations studied through all operational links in the the marketing.
Findings are as follows: Applications of credibility, similarity of views, brand identity, brand value were explanatory of the variance in brand cognition at 44.5 percent (R2 = 0.445). Each factor involves significant aspects with the total being 24. All aspects should be addressed if problems are to be successfully solved over the long haul

Quasi-social interaction, Brand identity, Similarity and Brand value for Luxury goods in Hunan, China

Meihui Yang, Eakolarn Chotianusorn — Fri, 21 Jul 2023 00:00:00 +0700

The research investigated the quasi-social interaction, brand identity, similarity and brand value for luxury goods in Hunan, China. The conceptual framework was developed from the literature review, survey, and other contemporary research in management and marketing. Accordingly, the researchers consider the importance of quasi-social interaction, brand identity, similarity and brand value for luxury goods in Hunan, China. In this, the researchers employed the quantitative research approaches. The instruments of research were the steps of a questionnaire. Data were collected from 257 people who are customer of luxury goods shops in Hunan. The data collected were analyzed using descriptive statistics as mean, standard deviation, and percentage on the basis of observing the actual brand cognition of the organizations studied through all operational links in management. Findings are applications of quasi-social interaction, brand identity, similarity and brand value are high-level.

Effect of Human Capital Investment on Work Performance for Small and Micro Enterprises in Hunan, China

Zhixing Yang, Eakolarn Chotianusorn — Fri, 21 Jul 2023 00:00:00 +0700

The research was to investigate actual effect of Human Capital Investment on Work Performance for Small and Micro Enterprises in China. The conceptual framework was developed from the literature review and survey in the area, and other contemporaneous research in tourism marketing. Accordingly, the researchers consider the importance of the factors of talent investment, training, health protection, salary and welfare, incentive investment, and work performance.
In this the researchers employed the quantitative research approaches. The instruments of research were steps of a questionnaire. Data were collected from 258 people who are entrepreneurs of small and micro business in Hunan of China. The data collected were analyzed using the path modeling and on the basis of observing the actual operational efficiency of the organizations studied through all operational links in the management of small and micro enterprises.
Findings are as follows: Applications of talent investment, training, health protection, salary and welfare, incentive investment, were explanatory of the variance in work performance at 35.1 percent (R2 = 0.351). Each factor involves significant aspects with the total being 28. All aspects should be addressed if problems are to be successfully solved over the long haul.

Talent investment, Training, Health Protection, Incentive investment for Small and Micro Enterprises in Hunan, China

Zhixing Yang, Eakolarn Chotianusorn — Fri, 21 Jul 2023 00:00:00 +0700

The research investigated the talent investment, training, health protection, incentive investment for small and micro enterprises in Hunan, China. The conceptual framework was developed from the literature review, survey, and other contemporary research in human capital and human resource management. Accordingly, the researchers consider the importance of talent investment, training, health protection, salary and welfare, incentive investment and work performance for small and micro business in Hunan of China. In this, the researchers employed the quantitative research approaches. The instruments of research were the steps of a questionnaire. Data were collected from 258 people who are entrepreneurs of small and micro business in Hunan of China. The data collected were analyzed using descriptive statistics as mean, standard deviation, and percentage on the basis of observing the actual work performance of the organizations studied through all operational links in management. Findings are applications of talent investment, training, health protection, salary and welfare, incentive investment and work performance are high-level.

Effect of Human Capital Investment on Customer Satisfaction of the Mobile business agent in Beijing, China

Huang Sisi, Panyada Chantakit — Fri, 21 Jul 2023 00:00:00 +0700

The research was to investigate actual factors effecting human capital investment on customer satisfaction of the mobile business agent in Beijing, China. The conceptual framework was developed from the literature review and survey in the area, and other contemporaneous research in human capital management. Accordingly, the researchers consider the importance of the factors of education investment, talent investment, health protection investment, income investment, incentive investment, and customer satisfaction. In this the researchers employed the quantitative research approaches. The instruments of research were the steps of a questionnaire. Data were collected from 303 people who are entrepreneurs of mobile agencies. The data collected were analyzed using the path modeling and on the basis of observing the actual customer satisfaction of the organizations studied through all operational links in the human resource management.
Findings are as follows: Applications of education investment, talent investment, health protection investment, income investment, incentive investment were explanatory of the variance in customer satisfaction at 33.7 percent (R2 = 0.337). Each factor involves significant aspects with the total being 27. All aspects should be addressed if problems are to be successfully solved over the long haul.

Education investment, Talent investment, Health protection and Income investment of the Mobile Business Agent in Beijing, China

Huang Sisi, Panyada Chantakit — Fri, 21 Jul 2023 00:00:00 +0700

The research investigated the education investment, talent investment, health protection and income investment of the mobile business agent in Beijing, China. The conceptual framework was developed from the literature review, survey, and other contemporary research in human capital and human resource management. Accordingly, the researchers consider the importance of education investment, talent investment, health protection, income investment and incentive investment for mobile business agent in Beijing, China. In this, the researchers employed the quantitative research approaches. The instruments of research were the steps of a questionnaire. Data were collected from 303 people who are entrepreneurs of the mobile business agent in Beijing, China. The data collected were analyzed using descriptive statistics as mean, standard deviation, and percentage on the basis of observing the actual incentive investment of the organizations studied through all operational links in management. Findings are applications of education investment, talent investment, health protection, income investment and incentive investment are high-level.

Competitiveness Guidelines of Gold Jewelry Business, Bangkok

Porntip Charernthamanont, Rachada Fongtanakit, Pornkul Suksod — Fri, 21 Jul 2023 00:00:00 +0700

The objective of this research is to study competitiveness Guidelines of Gold Jewelry Business, Bangkok found that the business operation uses gold bars to design gold images into various characteristics, especially jewelry for use in beautiful wear, such as necklaces, rings, bracelets and bracelets, etc. Each type of gold jewelry will have a pattern. The difficulty varies according to the design and craftsmanship of each goldsmith, and there is an added gratuity to gold jewelry trading. Gratuity is considered as an expense in respect of labor or wages for the production of gold, this will vary depending on the difficulty of forming from gold bars to gold jewelry. The stability of gold creates credibility, so there is a part of the people who accumulate gold in the form of gold jewelry, which is not very expensive. Also, can be worn as desired gold jewelry, The use of gold bars to design and shape gold into the various characteristics to be used as jewelry for wearing with beauty. Operational guidelines or operational processes obtained from the synthesis of empirical research results. Once gold jewelry business operators have implemented such guidelines or processes, it will create an opportunity to increase the competitiveness of gold jewelry business.

Restaurant Industry Success Guidelines in Bangkok

Phimchana Pisansaran, Srochinee Siriwattana, Nalinee Suradinkura — Fri, 21 Jul 2023 00:00:00 +0700

The objective of this research was to study Restaurant Industry Success Guidelines in Bangkok. It was found that the success of the restaurant business from the perspective of customers or consumers consisted of product quality, variety of food menus, politeness, The friendliness and cleanliness of the staff, reasonable price, shady atmosphere, Convenience and efficient service. In addition, consumers' expectations towards the service business and key indicators include: Quality of Service, Location, Promotions and venue atmosphere. The restaurant business is one of the businesses that negatively impact the environment when the restaurant business changes its practices to reduce the impact. And environmental protection sustainably, will result in lower business costs, reduce toxins that occur in the food production process and contribute to the success of the organization. Therefore, environmental protection is one of the factors contributing to the success of the restaurant industry: marketing strategies, food menu & staff. Entrepreneurs can operate restaurants to achieve the desired results or goals efficiently. Restaurant Industry Success Guidelines in Bangkok, the research results led to guidelines for developing or promoting the restaurant industry in business operations for tangible success. Public and private sector executives to promote, support and assist the restaurant industry in conducting business successfully and sustainably and entrepreneurs as a way to increase their potential. Self-operation in the most effective business.

Urban Housing Projects Management Following the Smart City Approach

Anirut Sucharit, Euamporn Sirirat, Vichit Suradinkura — Fri, 21 Jul 2023 00:00:00 +0700

The objective of this research is to study the management of housing projects, according to smart city guidelines. The researcher used the study method as qualitative research by collecting data from documents. Analyzing data with descriptive means, it was found that the concept of smart city is applied as a concept that improves people's quality of life. The development towards the success of smart cities has many factors involved, so it is necessary for stakeholders to pay attention to the factors that affect smart city as follows: technology, stakeholders, policies, governance, required funding, goals and vision. Smart city development includes: Public participation Citizen participation, leadership, infrastructure and stakeholders, and factors affecting smart city development India consists of five factors: people and communities, infrastructure, proper use of resources, transportation, and governance. Chourabi et al. (2012) study found that the key factors affecting smart city development are management and organization, technology, governance, policy context, people and communities, and infrastructure. As such, real estate developers need to stand out, reliability and differentiation of high-rise housing projects for competitive advantage, Able to meet the needs of the target group as much as possible. By applying smart city approaches such as technology management to facilitate residents, Proper and environmentally friendly energy management. These various forms of project management to create project highlights and define Positions in a highly competitive market. Smart city housing projects are livable. Application of information and communication technology to facilitate communication between residents of the project, it helps to create happiness and good quality of life for the residents of the project. The management of housing projects in accordance with smart city guidelines is the result of empirical data research that private sector executives involved in housing management, It can be used to make investment decisions and develop residential projects in urban areas to meet the needs of the people in the future.

Research on CBA Service Quality Based on Marketing Mix 7Ps Theory

Yu Weiwei, Chalermpol Tapsai — Fri, 21 Jul 2023 00:00:00 +0700

In order to explore the key influencing factors for improving the service quality of
CBA, this article systematically reviews the concept and development of service quality
through literature review and logical analysis methods, and constructs the key influencing
factors of CBA service quality based on the 7Ps theory, attempting to provide a theoretical basis
for guiding innovation in CBA service quality management. The results showed that the CBA
service framework system consists of 7 dimensions: service (product), price, place, promotion,
service personnel and customers, service process, and tangible display of the competition;
Service quality includes five dimensions: responsiveness, tangibility, empathy, reliability, and
security; Customer perceived value includes four dimensions: functional value, social value,
information value, and situational value; Customer demand include three dimensions: basic
demands, expected demands, and exciting demands. And within the framework of event
services, service marketing has a positive impact on service quality, which is mediated by
consumer demand and perceived value.

The roles of Marketing innovation, social media marketing, brand Equity, and business performance of Tourism Business in Thailand

Fri, 21 Jul 2023 00:00:00 +0700

The purpose of this research is to study the role of marketing innovation, social media marketing, brand value, and business performance of tourism businesses in Thailand. The related theories and literatures were reviewed. The empirical data from real areas was studied to use it as guidelines for creating a questionnaire as a research tool. The sample was 340 tourism companies registered as category-1 tourism with the Department of Tourism. Stratified random sampling was use. The descriptive statistics used consisted of mean and standard deviation. The results found that the means of marketing innovation, social media marketing, brand value, and business performance were at a high level.