วารสารบริหารธุรกิจศรีนครินทรวิโรฒ

DESIGNING INCLUSIVE DESTINATIONS: UNIVERSAL DESIGN APPLICATIONS IN THAI TOURISM MANAGEMENT

2025-11-11T18:29:42+07:00

This academic article aims to explain and synthesize approaches to designing inclusive tourism destinations through the application of Universal Design in order to enhance inclusive tourism within the Thai context, under the scenario in which tourism serves as a key driver of economic and social development. However, a significant knowledge gap remains, namely the lack of a systematic analytical approach to integrating Universal Design into tourism destination management, particularly in cultural and natural attractions that face structural and conservation constraints. The study employs an integrative literature review and comparative synthesis to highlight the importance of accessibility for all population groups, while also reflecting key challenges in Thailand, such as accessibility gaps, inconsistencies in design standards, and the lack of clear and verifiable accessibility information. The synthesis indicates that achieving inclusive tourism requires a whole-system approach encompassing physical infrastructure, service and digital design, standards governance and evaluation, capacity building of personnel, clear communication of accessibility information, and the participation of communities and stakeholders. Furthermore, the findings suggest that integrating Universal Design into tourism destination management in Thailand necessitates policy coordination among tourism, transport, and urban development agencies to enable the practical advancement of inclusive tourism. Policy recommendations include measurable accessibility standards, cross-sector collaboration, capacity development, and open data platforms, which remain insufficiently connected in existing Thai tourism scholarship. This approach provides direction for future tourism management in Thailand, defines the value of tourism destinations, and supports the development of destinations that are accessible to all groups.

THE INTEGRATION OF REGENERATIVE AND WELLNESS TOURISM: A CONCEPTUAL FRAMEWORK FOR SUSTAINABLE WELL-BEING

2026-03-21T15:29:15+07:00

This academic article aims to synthesize and integrate knowledge from two major paradigms, regenerative tourism and wellness tourism, in order to propose a new conceptual framework for explaining and designing tourism toward sustainable well-being. The study employed documentary and conceptual research using a systematic literature review guided by the PRISMA approach. Relevant publications were retrieved from Scopus, ScienceDirect, Web of Science, and Taylor & Francis Online, covering the period 1989–2025. Explicit inclusion and exclusion criteria were applied, and the screening process was conducted through titles, abstracts, and full texts, resulting in 32 relevant articles for conceptual synthesis. The findings indicate that a major conceptual gap in prior scholarship lies in the insufficient explanation of how inner well-being, community flourishing, and ecological regeneration can be understood as part of the same process. In response, the article proposes a new conceptual framework termed Regenerative Wellness Tourism, which is driven by three dynamic dimensions: (1) the personal dimension, focusing on restoration and inner growth through eudaimonic well-being; (2) the social dimension, emphasizing reciprocal relationships, shared value creation, and community strength; and (3) the environmental dimension, aiming to generate net positive impacts and ecological regeneration. This framework extends the explanatory power of existing tourism knowledge by moving beyond fragmented outcome-based perspectives toward a holistic understanding of tourism as a process that connects reciprocity, integrated well-being, and long-term sustainability. It also offers policy and managerial implications for designing tourism that genuinely creates shared value and authentic regeneration

FACTORS AFFECTING THE CAPITAL STRUCTURE OF THE TEACHER SAVING COOPERATIVE IN THAILAND

2025-05-26T11:54:19+07:00

This study aims to analyze the factors influencing the capital structure of 82 teacher savings cooperatives in Thailand, using annual data from the fiscal years 2019 to 2023. The Fixed Effect Model is employed to examine the relationship between the capital structure, measured by the Debt-to-Asset Ratio (DA), and asset-related independent variables, including Return on Assets (ROA), Liquidity, Fixed Assets, Asset Growth (Growth), and Cooperative Size (Size). The results indicate that ROA and Liquidity have a statistically significant negative relationship with the capital structure, whereas Asset Growth and Cooperative Size show a statistically significant positive relationship. Fixed Assets exhibit no relationship with the capital structure of teacher savings cooperatives in Thailand.

SYSTEMATIC LITERATURE REVIEW: K-MEAN CLUSTERING IN AIR TRANSPORT

2025-09-25T19:20:12+07:00

This research aims to study the application of K-mean clustering in air transport and find variable use in each K-mean clustering purpose. Total 495 articles from Thai and international database after articles are Systematic reviews and Meta-Analyses, there are 24 articles remaining. The results found that K-mean clustering was applied in air cargo, air taxi, air traffic management, airline, airport, and vertiport along with variable use in each K-mean clustering purpose as follow, for exploring accident/ risk such as personal, equipment, management, and environment. For business operation such as fuel, load factor, available seat mile, and number of passengers. For cargo transport such as total cargo throughput, freighter aircraft movement, and international cargo. For predictive aircraft delay such as actual departure time, actual arrival time, schedule departure time, and schedule arrival time. For flight operation such as velocity, heading, barometric altitude, daily arrival traffic, and daily departure traffic. For passenger movement such as passenger movement per month and passenger per year. In addition, we found interesting topic in air taxi and vertiport for future research.

ANALYSIS OF THE INFLUENCE OF SOCIAL MEDIA MARKETING ON THE PURCHASING DECISION OF PERSONAL CARE AND BEAUTY PRODUCTS AMONG CONSUMERS IN BANGKOK AND ITS VICINITY

2025-11-18T15:28:41+07:00

This research aims to compare the levels of purchase decision-making for personal care and beauty products among consumers in Bangkok and its vicinity, categorized by age group and product type. It also aims to examine the consistency of the structural equation model and identify factors influencing the purchase decision-making of personal care and beauty products among consumers in Bangkok and its vicinity. This research is quantitative, using questionnaires to collect data through quota sampling with 1,242 participants from consumers who have experience purchasing personal care and beauty products through social media channels. Data was analyzed using t-tests, one-way ANOVA, and structural equation modeling. The results showed that different age groups and product types have different levels of purchase decision-making. When classified by product type, product C had the highest average purchase decision-making, followed by product A and product B, respectively. For comparisons by age group, Generation Y had the highest level of purchase decision-making. Regarding factors influencing purchase decisions, the model was found to be consistent with empirical data at an acceptable level. For causal factor analysis, customer engagement was found to have the highest total influence on purchase decision-making. Social media marketing has no direct but significant indirect influence on purchasing decisions through brand awareness, customer satisfaction, and engagement. This research is expected to provide significant theoretical benefits in developing novel theories regarding the causal relationship between social media marketing and consumer behavior in the personal care and beauty industry.

CRITICAL SUCCESS FACTORS OF FIXED-BASE OPERATORS IN THAILAND

2025-11-18T15:45:52+07:00

This study aimed to examine and prioritize the critical success factors of fixed-base operators (FBOs) in Thailand, where seven operators currently operate in the market. A mixed-methods approach was employed, comprising interviews with 12 key informants, including seven senior executives or representatives from fixed-base operators and five representatives from the Civil Aviation Authority of Thailand, together with analysis using the Analytic Hierarchy Process (AHP). Data were collected between December 2024 and February 2025. The findings identified eight critical success factors and 12 performance indicators across four perspectives based on the Balanced Scorecard framework. The AHP results indicated that management and strategic management constituted the most important factor (weight = 0.201), followed by service quality (0.176) and safety (0.171). Together, these three factors accounted for 54.8% of the total weight, reflecting the core dimensions of success to which operators should attach particular importance. This study integrated the concepts of Critical Success Factors, Resource-Based View, Balanced Scorecard, and the Analytic Hierarchy Process in the context of the fixed-base operator industry in a developing country. The findings differed from previous studies conducted in developed countries by showing that, in an emerging oligopolistic market, management-related factors were more important than service quality. This finding reflects the need to strengthen internal organizational capabilities before competing on service excellence. The findings provide practical guidance for operators in allocating resources efficiently, for government agencies in formulating targeted industry promotion policies, and for academics in extending research in the context of developing countries.

FACTORS AFFECTING DIGITAL NOMADS' DECISION TO COME AND LIVE IN CHIANG MAI

2025-11-11T18:49:43+07:00

This study intended to examine the factors that affect the decision of digital nomads to reside in Chiang Mai, Thailand, including leisure facilities, community layout, infrastructure, living costs, social environment, and weekly special activities, as well as strategies for tourism development to accommodate this group. The sample consisted of 435 foreign digital nomads residing in Chiang Mai. A quantitative approach was employed using questionnaires, and data were analyzed through percentages, means scores, standard deviations, and multiple regression techniques.

The findings showed that, overall, the factors had a high impact on the decision to reside, with leisure facilities having the highest mean score. Multiple regression analysis revealed that community layout, infrastructure, living costs, and social environment significantly influenced the decision at a 0.01 level, while leisure facilities and weekly special activities had no significant effect. The model explained 73.2% of the variance in the dependent variable. Regarding tourism development strategies, all aspects were rated highly, with digital nomad visa policies receiving the highest approval, followed by cost-effectiveness and service quality. The promotion of hostels and co-working spaces received the lowest rating.

The findings provide guidance for government agencies and tourism operators in formulating strategies and policies to attract high-quality, long-term tourists, supporting sustainable local economic development in Chiang Mai.

FACTOR AFFECTING PERCEIVED QUALITY AND PURCHASE INTENTION OF CHINESE ELECTRIC VEHICLES ASSEMBLED IN THAILAND AMONG GENERATION Y

2026-05-21T13:36:44+07:00

This research aims to: 1) study the factor of brand credibility that influences perceived quality, 2) study the factor of brand prestige that influences perceived quality, 3) study the factor of perceived quality that influences purchase intention, and 4) study the factor of social influence that influences purchase intention. This is a quantitative research conducted using the survey research method. The study used a questionnaire as a tool to collect data from the sample group of Generation Y (aged 30–45) who are interested in and have purchase intention toward Chinese electric vehicles assembled in Thailand, totaling 405 respondents. Non-probability sampling with convenience sampling technique was employed. Descriptive statistics and inferential statistics were used for data analysis. The results revealed that: 1) brand credibility influences perceived quality, 2) brand prestige influences perceived quality, 3) perceived quality influences purchase intention toward Chinese electric vehicles assembled in Thailand, and 4) social influence influences purchase intention toward Chinese electric vehicles assembled in Thailand. These findings reflect that brand-related factors, perceived quality, and social context all play important roles in the consumer purchase decision process. Academically, this research contributes to expanding knowledge in consumer behavior and marketing regarding electric vehicles by emphasizing the roles of brand credibility and brand prestige on perceived quality.