Adoption Competencies Factors in Festival Coordinators
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ธ.ค. 24, 2019
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บทคัดย่อ
The focus of this study is to find some of the best factors for festival coordinators and festival tourism providers to accept and adopt competencies that will be most useful in creating a successful festival tourism marketing program. The primary objective of this study was to study the influence factors that cause cultural festival tourism coordinators to adopt marketing competencies. Confirmatory factor analysis was used as the methodology. Data were collected from festival coordinators in Thailand. Primary data collect from 175 respondents by questionnaire survey and in-depth interview. The result revealed that tool experience, user expertise and task characteristic are the most important factors for cultural festival coordinators to accept marketing competencies idea while the factors that affect most in adoption depends on external factors including financial/ incentives and other supporting factors.
Article Details
บท
บทความวิจัย
บทความ ข้อความ ภาพประกอบ ตารางประกอบ ที่ตีพิมพ์ในวารสารเป็นความคิดเห็นและความรับผิดชอบของผู้เขียนแต่เพียงผู้เดียว ไม่เกี่ยวข้องกับมหาวิทยาลัยสุโขทัยธรรมาธิราชแต่อย่างใด
บทความที่เสนอพิจารณาในวารสาร e-JODIL ต้องเป็นบทความที่ไม่เคยส่งไปลงพิมพ์ เผยแพร่ หรืออยู่ระหว่างการพิจารณาของวารสารอื่น
กองบรรณาธิการขอสงวนสิทธิ์ในการพิจารณาและตัดสินการตีพิมพ์บทความในวารสาร
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Alshare, K., & Mousa, A. (2014). The moderating effect of espoused cultural dimensions on consumer’s intention to use mobile payment devices. In Proceedings of the 35th International Conference on Information Systems, 1-15.
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Amara, N., Traore, N., Landry, R. and Romain, R. (1999). Technical Efficiency and Farmers' Attitudes toward Technological Innovation: The case of the Potato Farmers in Quebec. Canadian Journal of Agricultural Economics, 47, 31-43.
Andreakos, I., Tzouvelekas, V., Mattas, K. and Papnagiotou, E. (1997). Estimation of technical efficiency in Greek livestock farms. Cahiers d'economie et sociologie Rurales, 42-43, 93-107.
Barber, C., and Zhao, L. (1998). Government Revenue Attributable to Tourism. Available at http://www.statcan.gc.ca/pub/13-604-m/13-604-m2003041-eng.pdf. Accessed July 1, 2010.
Barkauskienė K., Barkauskas V. (2012), Kauno regiono gyventojų turizmo produktų pasirinkimą lemiantys veiksniai. Economics and management, 17(3), 41-51.
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Borrero, J. D., Yousafzai, S. Y., Javed, U., & Page, K. L. (2014). Expressive participation in internet social movements: Testing the moderating effect of technology readiness and sex on student SNS use. Computers in Human Behavior, 30, 39-49.
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Bremner, A. J., Mareschal, D., Lloyd-Fox, S., & Spence, C. (2008b). Spatial localization of touch in the first year of life: Early influence of a visual spatial code and the development of remapping across changes in limb position. Journal of Experimental Psychology: General, 137, 149-162.
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Carter, L., & Schaupp, L. C. (2008). Efficacy and acceptance in e-file adoption. In Proceedings of the 14th Americas Conference on Information Systems, 1-11.
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Chung-Herrera, B., Enz, C., & Lankau, M. (2003). Grooming Future Hospitality Leaders: A competencies model. Cornell Hotel and Restaurant Administration Quarterly, 44(3), 17-25.
CIM. (2016). Professional Marketing Competencies. Retrieved from www.cim.co.uk/competencies.
Dasgupta, S., & Gupta, B. (2011). Impact of organizational culture on technology use in a developing country. In Proceedings of the 17th Americas Conference on Information Systems (pp. 1-10). Detroit, Michigan.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–339.
Dishaw, Mark & M Strong, Diane & Brent Bandy, D. (2002). Extending the task-technology fit model with self-efficacy constructs. Eighth Americas Conference on Information Systems.
Fehrenbacher, D.D., & Helfert, M. (2012). Contextual Factors Influencing Perceived Importance and Trade-offs of Information Quality. CAIS, 30, 8.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
Fletcher, S. (2000). Competence-based assessment techniques (2nd rev. ed. The Kogan Page practical trainer series). London: Kogan Page.
Guerrier, Y. and Lockwood, A. (1989) Core and Peripheral Employees in Hotel Operations. Personnel Review, 18(1), 9-15.
Hatcher, Larry (1994), A Step-by-Step Approach to Using the SAS System for Factor Analysis and Structural Equation Modeling, Cary, NC: The SAS Institute. Review pp. 325-339.
Hedija Yenus Yesita, Gizachew Assefa Tessema and Azeb Atenafu Gete (2016) Knowledge and Attitude of Married Men towards Vasectomy in Gondar Town, Northwest Ethiopia. BAOJ Hiv 2, 010.
Hsu, J.F., & Gregory, S.R. (1995). Developing future hotel managers in Taiwan: From an industry viewpoint. International Journal of Hospitality Management, 14(3/4), 261-269.
Jeffrey, David Andrew, "Testing the Technology Acceptance Model 3 (TAM 3) with the Inclusion of Change Fatigue and Overload, in the Context of Faculty from Seventh-day Adventist Universities: A Revised
Model" (2015). Dissertations. 1581. https://digitalcommons.andrews.edu/dissertations/1581.
Kim, K. and Frazier, G.L. (1997) On Distributor Commitment in Industrial Channels of Distribution: A Multicomponent Approach. Psychology and Marketing, 14, 847-877.
Ladkin, A. (2000). Vocational education and food and beverage experience: Issues for career development. International Journal of Contemporary Hospitality Management, 12(4), 226-223.
Lallmahomed, M. Z. I., Ab Rahim, N. Z., Ibrahim, R., & Rahman, A. A. (2013). Predicting different conceptualizations of system use: Acceptance in hedonic volitional context (Facebook). Computers in Human Behavior, 29(6), 2776-2787.
Lekkerkerker, L. (2011). Adoption and acceptance of XBRL by small and medium-sized accounting organizations in the Natherlands. Natherlands.
Liang, H. G., Xue, Y. J., Ke, W. L., & Wei, K. K. (2010). Understanding the influence of team climate on IT use. Journal of the Association for Information Systems, 11(8), 414-432.Liew, E. J. Y., Vaithilingam, S., & Nair, M. (2014). Facebook and socio-economic benefits in the developing world. Behavior & Information Technology, 33(4), 345-360.
Litvin, S. W. (2003). Tourism and understanding: The MBA study mission. Annals of Tourism Research, 30(1), 77-93.
Marsh, & Hocevar. (1985). Appication of Confirmatory factor analysis to the study of self-concept: First and higher order factor models and their invariance across groups. Psychological Bulletin, 97(3), 562-582.
Mariampolski, A., Spears, M. C., & Vaden, A. G. (1980). What the restaurant manager needs to know: The consensus. The Cornell Hotel and Restaurant Administration Quarterly, 21(3), 77-81.
Marumbwa, J. (2014). Exploring the Moderating Effects of Socio-Demographic Variables on Consumer Acceptance and Use of Mobile Money Transfer Services (MMTs) in Southern Zimbabwe. American Journal of Industrial and Business Management 4, 71-79Porama satawatin (2003). Concept of communication art: RRS Press. Bangkok.
Porama satawatin et al. (2003). Principles and theories of communication chapter 9-15. Nonthaburi: School of Communication Arts Sukhothai Thammathirat Open University.
Porntip Boonniphat. (1996). A Study of Ramkhamhaeng University Student and their Media Exposure, Knowledge, Attitude and Voting Behavior Regarding The November 17, 1996 General Election. Master of Arts Department of Public Relations Graduate School. Bangkok: Chulalongkorn University.
Regan, E. A and Wymer, S. (2011). Influential Factors in the Adoption and Use of E-Business and E-Commerce Information Technology EEIT by Small & Medium Businesses. J. Electron. Commer. Organ. 9, 1 (January 2011), 56-82.
Rogers, E. M and shoemaker, F. F. (1971). Communication of innovations: a cross culture approach. New York: Free Press.
Rogers, E.M. (1995). Diffusion of Innovations. New York: Free Press.
Rogers, E.M. (2003). Diffusion of innovations (5th ed.). New York: Free Press.
Sang Yong Kim and Young Jun Lim. (2010). Consumers’ Perceived Importance of and Satisfaction with Internet Shopping. Electronic Markets, 11(3), 148-154.
Schramm, Wilbur. (1973). Channel and Audience in Handbook of Communication. Chicago: Renelly College Publishing Company.
Surachai. (2009). FACTORS AFFECTING EMPLOYEES’ PERCEPTION OF SAFETY MANAGEMENT IN PLASTIC MANUFACTURING INDUSTRY IN NAKHON RATCHASIMA. (A Thesis Submitted in Partial Fulfillment of the Requirements for the Degree of Master of Management). Suranaree University of Technology.
Testa R. Mark and Sipe J. Lori. (2012). Service-leadership competencies for hospitality and tourism management. International Journal of Hospitality Management, 31(3).
Thawin tatapoch and Saran Sirisuk (2002). Human Behavior and Self Development. Bangkok: Tip Visut Press.
Thomas, A., Pfeifer, J., Moore, S., Meyer, D., Yap, L. & Armstrong, A. (2013). Evaluation of the removal of ATMs from gaming venues in Victoria, Australia, Department of Justice, State of Victoria. September 2013.
Van De Ven. (1991). Managing the Process of Organizational Innovations, in changing and Redesigning Organisations, Huber, G. (Ed), New York: Oxford University Press.
Venkatesh, Viswanath & G Morris, Michael & B Davis, Gordon & Davis, Fred. (2003). User Acceptance of Information Technology: Toward a Unified View. MIS Quarterly, 27. 425-478.
Venkatesh, V., & Davis, F. D. (2000). A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies. Management Science; 46 (2): 186-204.
Venkatesh, V., Thong, J. Y., & Xu, X. (2012). Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology. MIS quarterly, 36(1), 157-178
Venkatesh, Viswanath & Thong, James & Xu, Xin. (2012). Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology. MIS Quarterly, 36, 157-178.
Venkatesh, Viswanath & Bala, Hillol. (2008). Technology Acceptance Model 3 and a Research Agenda on Interventions. Decision Sciences - DECISION SCI, 39, 273-315
Alaiad, A., & Zhou, L. (2013). Patients’ behavioral intention toward using healthcare robots. In Proceedings of the19th Americas Conference on Information Systems, 1-11.
Ali, F; Hussain, K; Zhou, Y; Nair, P.R and Ragavan, N.A. (2016)."Does higher education service quality effect student satisfaction, image and loyalty?: A study of international students in Malaysian public universities". Quality Assurance in Education, 24(1), 70-94.
Alshare, K., & Mousa, A. (2014). The moderating effect of espoused cultural dimensions on consumer’s intention to use mobile payment devices. In Proceedings of the 35th International Conference on Information Systems, 1-15.
Alvarez, A. M. and Gonzalez E. (1999). Using Cross-Section Data to Adjust Technical Efficiency Indexes Estimated with Panel Data. American Journal of Agricultural Economics, 81, 894-901.
Amara, N., Traore, N., Landry, R. and Romain, R. (1999). Technical Efficiency and Farmers' Attitudes toward Technological Innovation: The case of the Potato Farmers in Quebec. Canadian Journal of Agricultural Economics, 47, 31-43.
Andreakos, I., Tzouvelekas, V., Mattas, K. and Papnagiotou, E. (1997). Estimation of technical efficiency in Greek livestock farms. Cahiers d'economie et sociologie Rurales, 42-43, 93-107.
Barber, C., and Zhao, L. (1998). Government Revenue Attributable to Tourism. Available at http://www.statcan.gc.ca/pub/13-604-m/13-604-m2003041-eng.pdf. Accessed July 1, 2010.
Barkauskienė K., Barkauskas V. (2012), Kauno regiono gyventojų turizmo produktų pasirinkimą lemiantys veiksniai. Economics and management, 17(3), 41-51.
Bandura, A. (1986). Social foundations of thought and action: A social cognitive theory. Englewood Cliffs, NJ: Prentice-Hall.
Borrero, J. D., Yousafzai, S. Y., Javed, U., & Page, K. L. (2014). Expressive participation in internet social movements: Testing the moderating effect of technology readiness and sex on student SNS use. Computers in Human Behavior, 30, 39-49.
Bourdon, I., & Sandrine, O. (2009). Towards an understanding of knowledge management systems: UTAUT revisited. In Proceedings of the 15th Americas Conference on Information Systems (pp. 1-13). San Francisco: CA.
Bremner, A. J., Mareschal, D., Lloyd-Fox, S., & Spence, C. (2008b). Spatial localization of touch in the first year of life: Early influence of a visual spatial code and the development of remapping across changes in limb position. Journal of Experimental Psychology: General, 137, 149-162.
Brown, S. A., Dennis, A. R., & Venkatesh, V. (2010). Predicting collaboration technology use: Integrating technology adoption and collaboration research. Journal of Management Information Systems, 27(2), 9-53.
Carter, L., & Schaupp, L. C. (2008). Efficacy and acceptance in e-file adoption. In Proceedings of the 14th Americas Conference on Information Systems, 1-11.
Casey, T., & Wilson-Evered, E. (2012). Predicting uptake of technology innovations in online family dispute resolution services: An application and extension of the UTAUT. Computers in Human Behavior, 28(6), 2034-2045.
Chung-Herrera, B., Enz, C., & Lankau, M. (2003). Grooming Future Hospitality Leaders: A competencies model. Cornell Hotel and Restaurant Administration Quarterly, 44(3), 17-25.
CIM. (2016). Professional Marketing Competencies. Retrieved from www.cim.co.uk/competencies.
Dasgupta, S., & Gupta, B. (2011). Impact of organizational culture on technology use in a developing country. In Proceedings of the 17th Americas Conference on Information Systems (pp. 1-10). Detroit, Michigan.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–339.
Dishaw, Mark & M Strong, Diane & Brent Bandy, D. (2002). Extending the task-technology fit model with self-efficacy constructs. Eighth Americas Conference on Information Systems.
Fehrenbacher, D.D., & Helfert, M. (2012). Contextual Factors Influencing Perceived Importance and Trade-offs of Information Quality. CAIS, 30, 8.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
Fletcher, S. (2000). Competence-based assessment techniques (2nd rev. ed. The Kogan Page practical trainer series). London: Kogan Page.
Guerrier, Y. and Lockwood, A. (1989) Core and Peripheral Employees in Hotel Operations. Personnel Review, 18(1), 9-15.
Hatcher, Larry (1994), A Step-by-Step Approach to Using the SAS System for Factor Analysis and Structural Equation Modeling, Cary, NC: The SAS Institute. Review pp. 325-339.
Hedija Yenus Yesita, Gizachew Assefa Tessema and Azeb Atenafu Gete (2016) Knowledge and Attitude of Married Men towards Vasectomy in Gondar Town, Northwest Ethiopia. BAOJ Hiv 2, 010.
Hsu, J.F., & Gregory, S.R. (1995). Developing future hotel managers in Taiwan: From an industry viewpoint. International Journal of Hospitality Management, 14(3/4), 261-269.
Jeffrey, David Andrew, "Testing the Technology Acceptance Model 3 (TAM 3) with the Inclusion of Change Fatigue and Overload, in the Context of Faculty from Seventh-day Adventist Universities: A Revised
Model" (2015). Dissertations. 1581. https://digitalcommons.andrews.edu/dissertations/1581.
Kim, K. and Frazier, G.L. (1997) On Distributor Commitment in Industrial Channels of Distribution: A Multicomponent Approach. Psychology and Marketing, 14, 847-877.
Ladkin, A. (2000). Vocational education and food and beverage experience: Issues for career development. International Journal of Contemporary Hospitality Management, 12(4), 226-223.
Lallmahomed, M. Z. I., Ab Rahim, N. Z., Ibrahim, R., & Rahman, A. A. (2013). Predicting different conceptualizations of system use: Acceptance in hedonic volitional context (Facebook). Computers in Human Behavior, 29(6), 2776-2787.
Lekkerkerker, L. (2011). Adoption and acceptance of XBRL by small and medium-sized accounting organizations in the Natherlands. Natherlands.
Liang, H. G., Xue, Y. J., Ke, W. L., & Wei, K. K. (2010). Understanding the influence of team climate on IT use. Journal of the Association for Information Systems, 11(8), 414-432.Liew, E. J. Y., Vaithilingam, S., & Nair, M. (2014). Facebook and socio-economic benefits in the developing world. Behavior & Information Technology, 33(4), 345-360.
Litvin, S. W. (2003). Tourism and understanding: The MBA study mission. Annals of Tourism Research, 30(1), 77-93.
Marsh, & Hocevar. (1985). Appication of Confirmatory factor analysis to the study of self-concept: First and higher order factor models and their invariance across groups. Psychological Bulletin, 97(3), 562-582.
Mariampolski, A., Spears, M. C., & Vaden, A. G. (1980). What the restaurant manager needs to know: The consensus. The Cornell Hotel and Restaurant Administration Quarterly, 21(3), 77-81.
Marumbwa, J. (2014). Exploring the Moderating Effects of Socio-Demographic Variables on Consumer Acceptance and Use of Mobile Money Transfer Services (MMTs) in Southern Zimbabwe. American Journal of Industrial and Business Management 4, 71-79Porama satawatin (2003). Concept of communication art: RRS Press. Bangkok.
Porama satawatin et al. (2003). Principles and theories of communication chapter 9-15. Nonthaburi: School of Communication Arts Sukhothai Thammathirat Open University.
Porntip Boonniphat. (1996). A Study of Ramkhamhaeng University Student and their Media Exposure, Knowledge, Attitude and Voting Behavior Regarding The November 17, 1996 General Election. Master of Arts Department of Public Relations Graduate School. Bangkok: Chulalongkorn University.
Regan, E. A and Wymer, S. (2011). Influential Factors in the Adoption and Use of E-Business and E-Commerce Information Technology EEIT by Small & Medium Businesses. J. Electron. Commer. Organ. 9, 1 (January 2011), 56-82.
Rogers, E. M and shoemaker, F. F. (1971). Communication of innovations: a cross culture approach. New York: Free Press.
Rogers, E.M. (1995). Diffusion of Innovations. New York: Free Press.
Rogers, E.M. (2003). Diffusion of innovations (5th ed.). New York: Free Press.
Sang Yong Kim and Young Jun Lim. (2010). Consumers’ Perceived Importance of and Satisfaction with Internet Shopping. Electronic Markets, 11(3), 148-154.
Schramm, Wilbur. (1973). Channel and Audience in Handbook of Communication. Chicago: Renelly College Publishing Company.
Surachai. (2009). FACTORS AFFECTING EMPLOYEES’ PERCEPTION OF SAFETY MANAGEMENT IN PLASTIC MANUFACTURING INDUSTRY IN NAKHON RATCHASIMA. (A Thesis Submitted in Partial Fulfillment of the Requirements for the Degree of Master of Management). Suranaree University of Technology.
Testa R. Mark and Sipe J. Lori. (2012). Service-leadership competencies for hospitality and tourism management. International Journal of Hospitality Management, 31(3).
Thawin tatapoch and Saran Sirisuk (2002). Human Behavior and Self Development. Bangkok: Tip Visut Press.
Thomas, A., Pfeifer, J., Moore, S., Meyer, D., Yap, L. & Armstrong, A. (2013). Evaluation of the removal of ATMs from gaming venues in Victoria, Australia, Department of Justice, State of Victoria. September 2013.
Van De Ven. (1991). Managing the Process of Organizational Innovations, in changing and Redesigning Organisations, Huber, G. (Ed), New York: Oxford University Press.
Venkatesh, Viswanath & G Morris, Michael & B Davis, Gordon & Davis, Fred. (2003). User Acceptance of Information Technology: Toward a Unified View. MIS Quarterly, 27. 425-478.
Venkatesh, V., & Davis, F. D. (2000). A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies. Management Science; 46 (2): 186-204.
Venkatesh, V., Thong, J. Y., & Xu, X. (2012). Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology. MIS quarterly, 36(1), 157-178
Venkatesh, Viswanath & Thong, James & Xu, Xin. (2012). Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology. MIS Quarterly, 36, 157-178.
Venkatesh, Viswanath & Bala, Hillol. (2008). Technology Acceptance Model 3 and a Research Agenda on Interventions. Decision Sciences - DECISION SCI, 39, 273-315