Journal of Management Science Nakhon Pathom Rajabhat University

Effectiveness of Tourism Management of Phuket Province

2023-12-26T08:59:02+07:00

The objectives of this research were 1) to study the management and effectiveness of tourism management in Phuket province 2) to study the factors of tourism management that correlated with the tourism management effectiveness in Phuket province, and 3) to study guidelines for the development of tourism management in Phuket. The research model is qualitative research. 20 key informants were selected by purposive sampling. Use in-depth interviews. These key informants were: 4representatives from local organizations, 4 representatives from tourism agencies, 4 representatives from tour entrepreneur, 4 local people and 4 experts in tourism management and public administration academics. The study tool was structured interviews. The answer to the required information is degrading, non-participatory observation and in-depth interviews and analyze the collected data by descriptive description.
Research results (1) Management conditions and effectiveness of tourism management in Phuket province, it was found that the tourism management in Phuket Province can be managed effectively (2) the tourism management factors related to the tourism management effectiveness in Phuket province and all factors contributed to the tourism management in Phuket Province. (3) guidelines for the development of tourism management in Phuket Province. The tourism program in Phuket can be done by linking many tourist attractions together should be organized in a variety in accordance with the needs of tourists and the organization of creative tourism programs to attract or persuade tourists, especially those with specific interests. Access to tourist attractions in Phuket can be done by responsible agencies that must integrate between entrepreneurs, communities, and local government organizations. Facilitate to access the resources of tourist attraction there should be a system to connect tourism between localities, provinces, and provincial groups. Access to tourist attractions must be of a standard and at a price that tourists are able to pay. Phuket attraction development can be done by presenting a distinctive identity and culture, world-class tourist attractions including cultural diversity. Arranging activities to complement travel time by creating activities during the trip when the distance between each tourist attraction if very far apart. The development of the management of tourism facilities in Phuket. This can be done by planning and implementing the development of facilities, directional and participatory tourist area and give importance to the provision of complete and modern facilities.

Article history: Received 1 June 2023

Revised 25 June 2023

Accepted 26 June 2023

SIMILARITY INDEX = 4.64 %

Adaptation to Work from Home under Situation Covid-19 Crisis: A Case Study Personnel of Sena District Office Ayutthaya Province

2023-12-26T10:13:14+07:00

This research purpose for (1) To study the problems work from home under the COVID-19 crisis. (2) To study the environment in support work from home under the COVID-19 crisis. (3) Guidelines for adaptation to Work from Home under Situation Covid-19 Crisis: A Case Study Personnel of Sena District Office Ayutthaya Province. This research uses a qualitative research methodology. A Total of 10 Key Informants from personnel of Sena District Office Phra Nakhon Si Ayutthaya Province. The research instrument was In-depth Interviews with semi-structured Interviews. Triangulation data and data analysis with Content Analysis, Fishbone Diagram Analysis, and PESTEL Analysis methods.

The findings showed that (1) the problem of work from home under the Covid-19 crisis is that personnel of the Sena District Office has never worked from home before there was a crisis of COVID-19. There is no preparation and a lack of knowledge and understanding. (2) The environment in support of work from home under the COVID-19 crisis found that The state policy does not have measures for officers who work from home that are good enough to make the work out as inefficient as it should be. Many Outsource workers of government organizations so taking turns going into the office to work. And personnel who looking want the organization to have support for equipment and facilities to be up to trend so that organizations at all levels can develop for work as well. (3) Guidelines for adaptation to Work from Home under Situation Covid-19 Crisis The government should have a concrete Work from Home policy that is appropriate for the situation and the health system should focus on balancing the health of workers between work at home and their private lives.

Article history: Received 4 April 2023

Revised 11 August 2023

Accepted 14 August 2023

SIMILARITY INDEX = 1.58 %

The Influence of Sensory Marketing on Brand-name Coffee Consumption Behavior

2023-12-26T10:27:47+07:00

The objectives of this research were to identify sensory marketing factors that affect brand-name coffee consumption behavior and to examine the overall influence of motivation on brand-name coffee consumption behavior. Conceptual framework of applied research from sensory marketing. Motivation for consumption of brand-name coffee was collected by convenience sampling method among 804 people. Data were analyzed two variables and structural equation modeling.

The results were as follows; marketing factors through the five senses of brand-name coffee shops. Five senses affect the distinctiveness of the coffee shop, affecting consumption behavior sense of smell and sound affects the arousal and the taste sensation affects the happiness of the consumer. Including the five sensory factors also affect the motivation for consuming brand-name coffee.

Article history: Received 15 March 2023

Revised 14 August 2023

Accepted 18 August 2023

SIMILARITY INDEX = 0.44 %

Analysis the Correlation of SET100 Index

2023-12-26T10:40:41+07:00

The research “Analysis the Correlation of SET100 Index” aims to study the relationship of SET100 stocks in the financial business, resource and service groups with time, and to be able to forecast SET100 price trends in the financial business, resource and service groups. As well as finding a decision-making process for trading SET100 stocks in the financial, resource and service groups. This research project proposes an application of numerical analysis algorithm to analyze the correlation of such stocks and get a guideline for selecting stocks that are of interest to investment. As well as guidelines for making decisions on the trading of such shares Numerical analysis where data were analyzed numerically by using the value of SET100 data with reference from the Stock Exchange of Thailand.

The data used are: opening price, closing price, average price, daily close. Data is filtered by selecting the desired date data, then importing the Exponential Moving Average (EMA), Relative Strength Index (RSI), Stochastic, Moving Average (MA) formula and analyzing the data to show a clear picture of the stock's fluctuation. However, numerical analysis and the use of statistical analysis procedures can help visualize the correlation and trends of stocks in the financial, resource and service groups which are useful information to make more confident investment decisions. In addition, the data has been tested by using the Keras model to create a model to analyze and predict the trend of SET100 stock prices in each group with an accuracy of more than 95%. This indicates that this model can predict the trend of stock prices well and can be adapted to help make stock trading decisions in the future.

Article history: Received 25 April 2023

Revised 28 September 2023

Accepted 2 October 2023

SIMILARITY INDEX = 5.71 %

The Impact of Online Social Media Marketing on Technology Access Among the Elderly in Thailand

2023-12-26T17:18:46+07:00

This research has two main objectives: (1) to study the access to technology of the elderly in Thailand, categorized by individual characteristics, and (2) to examine the impact of online social media marketing on the technology access of the elderly in Thailand. We collected data from elderly individuals aged 60-75 years through quota sampling, gathering a sample size of 480 individuals. The statistics used in the data analysis include percentage, mean, standard deviation, t-test, one-way analysis of variance, and multiple regression analysis.

The research findings are:

1. The access to technology among the elderly in Thailand significantly differs statistically in terms of education level and average monthly income.

2. The factors in online social media marketing that affect the technology access of the elderly in Thailand include Promotion and Engagement (b= 0.33), Information and Assistance (b=0.19), Advice and Selling Products (b= 0.15), Customer Retention (b= 0.12), and Service and Support (b= 0.06), in that order. The equation has a predictive power of 72.60%, and can be written as follows:

Ytot = 0.66+0.33X1**+0.19X2**+0.15X3**+0.06X4**+0.12X5**

Article history: Received 25 April 2023

Revised 28 September 2023

Accepted 2 October 2023

SIMILARITY INDEX = 9.84 %

Behavior, Satisfaction, and Happiness in Joining the Open Chat Group's LINE Application Happy Money Happy Market by RMUTT

2023-12-26T11:19:58+07:00

This research article aims to study service usage behavior, satisfaction, and compare happiness before and after usage LINE application open chat group of happy money happy market group by RMUTT. It is a quantitative research. Population are clients of LINE application open chat group of happy money happy market by RMUTT. The sample group are clients of the LINE application open chat group of happy money happy market by RMUTT aged 18 years and over. Non-probability sampling by using a convenient sampling method, there were 400 people. The research tool was a questionnaire. Statistics were descriptive statistics consisting of frequency, percentage, mean, standard deviation and the statistics to test the hypothesis is the Paired Sample t-test.

The research results found that: clients use the open chat group at their convenient time, every day. The products that they purchase the most are everyday goods. The average cost per 1 purchase is 1,001-1,500 baht, the product was purchased for themselves and the person who has the most influence is friend. The satisfaction of usage the service is the highest level of satisfaction in terms of place or distribution channels followed by people or system administrator of the open chat group. The happiness before and after participation the application line open chat group found that there was a statistically significant difference at the level 0.01, the sample group was happier after participation.

Article history: Received 6 March 2023

Revised 8 October 2023

Accepted 10 October 2023

SIMILARITY INDEX = 6.48 %

Marketing Mix that affects The Decision to Buy One Tambon One Product of Consumers in The Kanchanaburi Municipality, Mueang District, Kanchanaburi

2023-12-26T18:31:36+07:00

This research aims. 1) study the personal factors that affect the decision to buy one Tambon Oneproduct of consumers. 2) Study the Marketing Mix that affect the decision to buy one Tambon Oneproduct of consumers in the Kanchanaburi municipality, Mueang District, Kanchanaburi Province. The sample used in this study was a group of 315 members using Convenient Sampling. The instrument used in the research was a questionnaire. The rating scale with 5 levels has content validity between 0.67-1.00 and the whole reliability of 0.96. The statistics used for data analysis are percentage, mean and standard deviation and correlation Pearson (Pearson's Product Moment correlation) test Multiple regression analysis with the enter method. The statistical significance level was set at 0.05.

The study found that

1) personal factors (gender, age, education and income) significantly predicted the decision to buy one Tambon Oneproduct of consumers in the Kanchanaburi municipality, Mueang District, Kanchanaburi Province. There were not differences.

2) Marketing mix predicted the decision to buy one Tambon One product of consumers in the Kanchanaburi municipality, Mueang District, Kanchanaburi Province That affect the decision of consumer significantly at 0.05. When split into sides, it was found that Consumers will pay attention to the decision to buy OTOP products in terms of price. distribution channels in terms of marketing promotion and The process aspect was significantly different at 0.05. As for the product aspect, the person aspect and the physical aspect Affecting the decision to buy one Tambon One Product in Kanchanaburi Municipality, Muang District, Kanchanaburi Province. No difference.

Article history: Received 20 July 2023

Revised 8 October 2023

Accepted 10 October 2023

SIMILARITY INDEX = 17.38 %

Development of a Distribution Channel for Coconut Products by Farmers in Nakhon Pathom Province

2023-12-27T09:52:09+07:00

The Development of a Distribution Channel for Coconut Products by Farmers in Nakhon Pathom Province aimed to study the distribution channel of selling coconut products of farmers in Nakhon Pathom province and to develop a channel for distribution of coconut products of farmers in Nakhon Pathom province. This research was qualitative research. Surveys and interviews, ten farmers in Nakhon Pathom province, were used as tools to collect data.

The results of the study found that almost all farmers had offline distribution channel such as selling at a market or their houses. After farmers developed a sales channel through online platform, Facebook pages, they received 1,000 - 5,000 page views per day, and the number of orders continued to increase. Therefore, it helped farmers in Nakhon Pathom province to increase sales of coconut products by an average of 59.6 per cent per day.

Article history: Received 24 March 2023

Revised 8 October 2023

Accepted 11 October 2023

SIMILARITY INDEX = 1.24 %

Evaluation of Credit Union Legal Entity Regulations In Increasing MSMEs Capital

2023-12-27T10:03:57+07:00

Indonesia is dominated by MSMEs at the micro business level which need assistance, especially in capital. The existence of Credit Unions really helps MSMEs, especially in providing capital. Until now, Credit Unions are still subject to Law Number 25 of 1992 concerning Cooperatives. This is because there are no specific regulations governing Credit Unions, so their existence is considered to fall within the criteria for savings and loan cooperatives.

The problem in this research is how to evaluate the regulatory position of Credit Union legal entities in increasing MSME capital. Several things that are taken into consideration in the evaluation include the name of the legal entity of the Credit Union in Indonesia, organizational structure, form of savings, activities, educational activities, and capital. This evaluation will formulate new regulations that specifically regulate the position of Credit Union legal entities, so that Credit Unions can be more effective in assisting capital for MSMEs. This research is also expected to find improvements in Credit Union legal entity regulations that are more appropriate for MSMEs in improving the Indonesian economy.

This research is descriptive analysis using an empirical normative juridical approach. Primary data through interviews with Credit Union managers, employees of the Cooperative and UMKM Service, savings and loan cooperative employees, banking employees and MSME players. Secondary data was obtained from library materials.

Article history: Received 28 July 2023

Revised 10 October 2023

Accepted 14 October 2023

SIMILARITY INDEX = 6.00%

Estimating Portfolio’s Value-at-Risk and Conditional Value-at-Risk: Evidence of Laos Securities Exchange

2023-12-28T10:31:28+07:00

This paper, researcher used daily closed price from Lao Securities Exchange during October 11, 2019 to May 27, 2021 (exclude public holidays), equal to 402 days and estimating of portfolio’s risk researcher by Value-at-Risk (VaR) and Conditional Value-at-Risk (CVaR) models in the aspects of Historical Simulation and Gaussian methods with the confidence interval of 95%, 97.5% and 99% respectively.

Result in historical simulation method expressed that VaR of Phousy Construction and Development Public Company (PCD) has highest value and Lao Cement Public Company (LCC) has lowest value. For CVaR function found that PCD remain the company that has highest value and Mahathuen Leasing Public Company (MHTL) has lowest value (95% confidence). For Gaussian Distribution method found that VaR of PCD remain the company that has highest risk and MHTL has lowest and in aspects of CVaR found that PCD and MHTL remains the companies that has highest and lowest value and researcher concluded that CVaR is better than VaR because CVaR gives us an average expected loss while VaR gives us a range of potential losses or it less accurate lower approximation of risk. For comparison of the portfolio of 11 traded stocks in LSX indicated that portfolio’s VaR and CVaR in Gaussian Distribution method is lower than Historical Simulation method and specified Gaussian Distribution analysis is a better risk indicator because it is closer to the actual value

Article history: Received 8 August 2023

Revised 10 October 2023

Accepted 14 October 2023

SIMILARITY INDEX = 9.00%

Guidelines for Community Development Worker Performing Duties in Changing Situations

2023-12-28T11:07:32+07:00

The objectives of this research were to: (1) study the changes in performance of community development worker that affect the opinions of the Community Development Department and (2) create community development worker guidelines to work in the changing situation. Sample group and Key informants are 98 community development worker in the 7 province of Phetchaburi community development learning center service area. Collect qualitative data by in-depth interviews and focus group with structured items. Analyze data by content analysis. Collect quantitative data by questionnaires. Analyze data by statistics such as percentage, mean, standard deviation and enter multiple regression analysis.

The results showed

1) The changes in performance of community development worker not affect to the opinions of the Community Development Department.

2) In this case, it is to adhere to the principle of working in accordance with the guidelines of “self-control, man administration and work management. (1)The principle of self-preservation in working include manage time in daily life to be balanced and always seek knowledge. (2) The principles of people domination include considerate to colleagues, teamwork and support the network and community on a regular basis. (3) The principles of occupation include patience working, aimed to achieve results through a simplify working and show the public the benefits that will be gained Including access to community leaders so that work can be smoothly driven. The recommendation from the research are study knowledge manage from community development worker best practice because community development worker operations are always add more roles, missions or change operational guidelines.

Article history: Received 27 October 2022

Revised 6 November 2023

Accepted 9 November 2023

SIMILARITY INDEX = 5.94 %

The Importance of Driving Thai Small and Medium Enterprises from an Exporter to Multinational Enterprise

2023-12-28T12:09:41+07:00

Thai small and medium-sized enterprises (SMEs) play a significant role in the country's economy, a large portion of employment and economic output. However, many Thai SMEs operate only within the domestic market or a sole exporter of contract manufacturing. This limits their potential for growth and competitiveness.

Pushing Thai SMEs from being purely exporters to becoming multinational enterprises (MNEs) can have a number of benefits for the businesses themselves, as well as for the Thai economy as a whole. MNEs have the potential to access larger markets, achieve economies of scale, and benefit from increased knowledge transfer and technological innovation.

In order to support the transition of Thai SMEs from exporters to MNEs, it will be important to address the various barriers and challenges that they face. This may include providing access to finance, improving the business environment, and building the necessary infrastructure and support systems.

The industries of Thai small and medium enterprises which should be support to multinational corporations should have the international competitive potential, the expanding market potential and the growth potential.

Article history: Received 4 October 2023

Revised 8 November 2023

Accepted 10 November 2023

SIMILARITY INDEX = 0.00 %

State of the Problem of Media Literacy Management for Young People to Prevent Social Violence in the Social Media

2023-12-28T14:11:30+07:00

The purpose of this research was to study the statement of the problem in media literacy management for young people to prevent social violence on social media. The quantitative methods The population used in this study is 20,913 students of the Nakhon Pathom Provincial Secondary Educational Service Area Office, 29 schools. The sample group consisted of 358 lower secondary school students in Nakhon Pathom province using a multi-stage random sampling method. The research tools used were questionnaires, statistics used in data analysis such as percentages, averages, and standard deviations.

The research results found that The problem of managing media literacy for youth to prevent social violence on social media. Overall, it is at a high level as follows: Problems of social violence on social media include: 1. Access to social media Saw news with violent content on commercial social media. 2. Social media analysis Able to use previous knowledge and experience to consider information. 3. Social media evaluation Able to distinguish which types of social media are of quality, usefulness and can be shared with others/friends. 4. Social media synthesis Able to determine which information from social media is reliable or not. 5. Social media creation You can create your own social media and 6. The problem of managing media literacy for youth Overall, it is at a high level as follows: There should be media literacy skills to prevent social violence problems on social media. Suggestions: There should be a learning plan for media literacy management problems for youth to prevent social violence problems. on social media

Article history: Received 12 July 2023

Revised 11 November 2023

Accepted 15 November 2023

SIMILARITY INDEX = 5.65 %

Service Marketing Mix Factors that Influence the Decision to Buy Uniqlo Apparel in Pathum Thani

2023-12-28T14:24:20+07:00

The purpose of this study is to investigate the components of the service marketing mix (7Ps) that influence consumers' purchase decisions for Uniqlo brand apparel in Pathum Thani Province. The sample group used for this study consists of 418 consumers in Pathum Thani province who purchased Uniqlo brand apparel. The data was collected using questionnaires and a non-probability purposive sampling method. Statistical methods used for data analysis include percentages, means, standard deviations and a Partial Least Square Structural Equation Model (PLS-SEM).

The research results show that the elements of service marketing mix, namely product, promotion, and process, significantly influence consumers' purchase decisions for Uniqlo brand apparel in Pathum Thani province, with statistical significance levels of .043, .000 and .009, respectively. These three variables together account for 55.5 percent of the predictive accuracy.

Article history: Received 26 May2023

Revised 1 December 2023

Accepted 4 December 2023

SIMILARITY INDEX = 4.32 %

Service Marketing Mix Influencing the Purchase Decision for a Community Agricultural Product, The Doi Kham Brand

2023-12-28T14:51:54+07:00

The objective of this research is to test the service marketing mix factors (7Ps) that influence the decision to purchase Doi Kham brand community agricultural products. The data for this study was collected using electronic questionnaires to collect a sample of people who had previously purchased Doi Kham brand community agricultural products, selected through online social networks, and obtained a complete sample of 344 people. Statistical analyzes used in the data analysis included frequency, percentage, mean, standard deviation, and hypothesis testing using a Partial Least Square Structural Equation Model (PLS-SEM).

The results of this study show that the service marketing mix (7Ps), including price, distribution channels, promotion, and physical evidence, significantly influence the purchase decisions of community agricultural products of Doi Kham brand and have statistically significant effects at the .001, .027, .000, and .000 levels, respectively. The research results will be useful for entrepreneurs to know the influence on consumers' purchase decisions for community agricultural products, and they will be able to use the research results as recommendations to improve and develop product and service management to achieve effective integration with customers.

Article history: Received 15 May2023

Revised 6 December 2023

Accepted 8 December 2023

SIMILARITY INDEX = 6.10%

Enhancement of revenue collection efficiency of Chaiyaphum Municipality

2023-12-28T16:52:10+07:00

The purposes of this study were as follows: 1) to study factors affecting the efficiency of revenue collection of Chaiyaphum Municipality and 2) to compare factors affecting the efficiency of revenue collection of Chaiyaphum Municipality as classified by demographic characteristics. A survey research method was employed using questionnaires as a research instrument. The samples used in this study comprised of 400 persons of people who live in Chaiyaphum municipality and are the ones who have to pay land and building tax and signboard tax. Data was analyzed using descriptive and inferential statistics techniques.

The research results showed that: 1) in an overall, factors affecting the efficiency of revenue collection of Chaiyaphum Municipality, were at a highest level. In details, the highest average of components of the efficiency of revenue collection of Chaiyaphum Municipality was awareness of duty of the tax payer, followed by structure, personnel, and place and equipment, respectively. 2) The results of the hypothesis testing reveal that in overall, respondents who were different age, education level, occupation and monthly income, had different levels of opinions about factors affecting the efficiency of revenue collection of Chaiyaphum municipality, statistical significant at the 0.05 level.

Article history: Received 5 September 2023

Revised 20 December 2023

Accepted 28 December 2023

SIMILARITY INDEX = 1.65 %

Marketing Mix Factors Affecting Consumer Online Shopping Decisions In Narathiwat Province After the COVID-19 Situation

2023-12-29T16:49:12+07:00

The objectives of this research are 1) to study and compare consumers' online purchasing decisions. in Narathiwat province After the COVID-19 situation classified by personal factors 2) To study marketing mix factors that affect consumers' online purchasing decisions. in Narathiwat province after the COVID-19 situation, quantitative research methods the sample group is consumers who purchase products online in Narathiwat Province. there were 400 people. Data were collected using questionnaires. Statistics used in the research include frequency, percentage, mean, standard deviation, t-test, F-test, and multiple regression analysis using a stepwise method.

The results of the research found that 1) Comparative analysis of consumers' online purchasing decisions. in Narathiwat province After the COVID-19 situation, it was found that consumers with different genders, ages, and educational levels and monthly income are different. Consumers decide to buy products online. in Narathiwat province After the COVID-19 situation Not different 2) Marketing mix factors have a positive effect on consumers' online purchasing decisions. in Narathiwat province After the COVID-19 situation Statistically significant at the .05 level, the marketing mix factor has a predictive power of 75.30 percent.

Article history: Received 5 July 2023

Revised 26 December 2023

Accepted 27 December 2023

SIMILARITY INDEX = 18.21 %