Journal of Thai Hospitality and Tourism <p><strong>วารสารการบริการและการท่องเที่ยวไทย (Journal of Thai Hospitality and Tourism)</strong> <br>เป็นวารสารวิชาการของสมาคมนักวิชาการการท่องเที่ยว (ประเทศไทย) <br>โดยกำหนดพิมพ์เผยแพร่ปีละ 2 ฉบับ (เดือนมกราคม - มิถุนายน และเดือนกรกฎาคม - ธันวาคม)</p> <p><br><strong>วัตถุประสงค์<br></strong>1. &nbsp; เพื่อเป็นสื่อกลางในการแลกเปลี่ยนองค์ความรู้ด้านการท่องเที่ยวและสาขาวิชาที่เกี่ยวข้อง<br>2. &nbsp; เพื่อส่งเสริม และสนับสนุนให้คณาจารย์ผลิตผลงานวิชาการ และการค้นคว้าวิจัย<br>3. &nbsp; เพื่อเผยแพร่ข้อมูลทางวิชาการด้านการท่องเที่ยวให้แก่องค์กรที่เกี่ยวข้อง<br>4. &nbsp; เพื่อรวบรวมและเผยแพร่ผลงานวิชาการด้านการท่องเที่ยวและสาขาที่เกี่ยวข้อง</p> <p>&nbsp;</p> <p><span style="text-decoration: underline;"><strong>ประกาศ</strong></span>&nbsp;<img src="/public/site/images/tourismtaat/icon_new!2.gif"></p> <p>(12.05.61) วารสารการบริการและการท่องเที่ยวไทย</p> <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;- ขออนุญาตปิดรับบทความใหม่ชั่วคราว และหากเปิดรับบทความใหม่ <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;ทางกองบรรณาธิการวารสาร จะแจ้งให้ทราบอีกครั้ง<br><br></p> <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; ขอบพระคุณค่ะ</p> <p>&nbsp;</p> Tourism Academic Association of Thailand (TAAT) en-US Journal of Thai Hospitality and Tourism 1905-6303 The Important Factors for Community Participation on Nakhon Phanom's Illuminated Boat Procession <p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; The objectives of this research were to study 1) the local people’s opinions on community participation in Nakhon Phanom’s illuminated boat procession, 2) the local people knowledge and understanding in Nakhon Phanom’s illuminated boat procession, 3) the level of local people participation in traditional cultural conservation on Nakhon Phanom’s illuminated boat procession. The purposive sampling was employed to select communities in 12 districts and 296 samples were chose by used sampling random technique from the sampled communities. Questionnaire survey was carried out to collect data. T-test was employed to test the hypothesis at 0.05 confidential levels. The results show that most local people agreed with Nakhon Phanom’s illuminated boat procession brought benefit to the communities. The monetary value was seen as the highest benefit to the communities, secondly, the knowledge and understanding of Nakhon Phanom’s illuminated boat procession, and finally the traditional cultural conservation. The samples from all communities received income from Nakhon Phanom’s illuminated boat procession as well as the levels of people participation in traditional cultural conservation were high. The results of the hypothesis testing revealed that the income, the knowledge and understanding of the traditional culture are the important factors that promote community participation involve in Nakhon Phanom’s illuminated boat procession.</p> Prompassorn Chunhabunyathip ##submission.copyrightStatement## 2018-05-11 2018-05-11 13 1 3 12 The Study of Working Behavior and Leadership Skills of Professional Tour Guides in Thailand <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The purpose of this research was to study the working behavior and leadership skills of professional guides in Thailand and to propose the model of leadership development of professional guides in Thailand. The major informants were professional guides with at least 10 years of working experience and 400 sampling questionnaires collected from professional guides based on Yamane's formulas. They asked the guides in the northern, central, southern and eastern regions. The statistics used percentage, mean and standard deviation. The development of the model developed and the training of 30 students used the knowledge test before and after the training and satisfaction measure. The statistic used Paired t-test.</p> <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;The results of the study on working behavior of professional guides by key informants showed that their work behavior was at the highest level in all aspects, especially priority is given to planning the trip before departure. The leadership development model testing by training, the appropriate training format should be taught in one theoretical and one in two by using the facilitator who has experience in the actual work and experience in transferring knowledge and skills, the achievement after training the students had higher average scores than before training, the differences statistically significant at the .05 level.</p> Charin Phakprapai Preeda Chaiya ##submission.copyrightStatement## 2018-05-12 2018-05-12 13 1 13 26 The Study of Foreign Tourists Behavior towards Taling-Chan Floating Market <p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; The purpose of this research is to study tourists’ behavior and the demographic of the population that may impact tourists’ behavior in regards to Taling-Chan Floating Market. The research utilized questionnaires to collect data from 400 foreign tourists. The data analysis methods used in this research are percentages and the testing of hypothesis of variation factors using Chi-square. The results revealed that most foreign tourists were males, aged between 21-30 years old who have graduated from university and are employees with a salary &lt;5000 US$ per month, travel in couples (boyfriend and girlfriend) using public transportation.&nbsp; The tourists did not use the services of a travel agency, never previously visited the floating market, traveled to experience the floating market lifestyle, got information from a website and stayed at the floating market for 1-2 hours. The most popular activities were sightseeing with tourists spending &lt;50 US$ on food. The foreign tourists suggested they would recommend the site to their friends and relatives. For hypothesis testing, the tourists with different demographic backgrounds had different tourism behaviors at the significant level of .05. The tourists recommended that the raft should be extended and more parking provided. It was also recommended that local people who lived near the site participated in the management of the floating market for the next generation and that this floating market should be conserved.</p> Nana Srithammasak Supaporn Akkapin et al. ##submission.copyrightStatement## 2018-05-12 2018-05-12 13 1 27 35 Exploring the Quality Standard of Ecotourism Destination in Pangsida National Park, Sa Kaew Province <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; This research is to explore quality standard of ecotourism destination in Pangsida National Park, Sa Kaew Province. The objectives of the research are:&nbsp;1) to assess the standard of ecotourism destination, 2) to examine four main quality elements of ecotourism destination; a) potential in being an ecotourism destination, b) management in land use, c) management in supplying knowledge and awareness to tourists, and d) the cooperation of local people. The sample are 5 groups of people from different occupation, 30 people for each group. The tool used for collecting data is a questionnaire on the quality standard of ecotourism destination from Department of Tourism. The statistical analysis used are mean and percentage.</p> <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The results of the study revealed that the quality standard of ecotourism destination in Pangsida National Park is in good level. The result of four main quality elements of ecotourism destination is in good level in every element.</p> <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The guidelines on ecotourism in Pangsida National Park are as follows 1) the ecotourism development should include the quality standards and carry the capacity of destination, 2) ecotourism activities need collaboration from all sectors of the community, 3) ecotourism requires sustainability in natural and cultural protection, and 4) the management of ecotourism in Pangsida National Park should be considered as the World Heritage Pangsida National Park.</p> <p>&nbsp;</p> Payoon Dasri Kanokkarn Kaewnuch ##submission.copyrightStatement## 2018-05-12 2018-05-12 13 1 36 49 Corporate Social Responsibility (CSR) Communication Element of MICE Industry in Thailand <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; CSR communication of Thailand's MICE businesses can be sustainably and successfully marketed when certain information related to CSR is provided to their target clients. This research aims to determine the CSR communication components of Thailand's MICE industry. The study employed a qualitative research discipline using a purposive sampling method to include a target group of 11 scholars in marketing and marketing communications, executives of organizations related to MICE, and operators involved in the MICE industry. An in-person, in-depth interview was used in data collection.&nbsp; Three major CSR communication components and nine sub-elements emerged from the analysis of qualitative data.&nbsp; The first major element is environmental impacts, which includes the three sub-elements of 1) impacts from the use of resources 2) food &amp; beverage and 3) waste management. The second key component is society and economy, which includes: 1) compliance to the law, 2) retention of ways of life and cultures, and 3) enhancement of social and economic growth. And the third key component includes the people related to the MICE industry, which are 1) the local community, 2) the staff, and 3) the manufacturers.&nbsp; To uphold the sustainability of MICE industry in Thailand all the stakeholders including Thailand Convention &amp; Exhibition Bureau, exhibition centers, hotels, tour companies and meeting and conference organizers should put forward these CSR communication components and nine sub-elements&nbsp; components to attract their target customers.</p> Pornchanok Pongtongmuang Sasiwimon Sukbut et al. ##submission.copyrightStatement## 2018-05-12 2018-05-12 13 1 50 63 Market Potential Analysis of E-Rental Business for Travel Equipments in Thailand <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Travel overseas is a beneficial activity to explore new experience and different cultures. There are necessary several expenses that travelers have to pay for their overseas trips such as accommodations, airfare, local transport and dining etc. Moreover, cost of travel equipments including oversized luggage, seasonal clothes and accessories are added cost. It is not value for money to spend for these equipments which are needed only a short period of time. Thus, it is an idea to start up a rental business of travel equipments via the Internet in Thailand to fulfill untapped needs of budget and infrequent travelers who have quality concerns. In this paper, the concept of sharing economy is critically discussed. Besides, 7Ps of the service mix is thoroughly reviewed in data analysis. The objective of this study is to explore market potential and possibility of this business. A quantitative method is carried out via online questionnaires to gather information about customer needs and business environment for strategic planning of the E-rental business. In addition, some entrepreneurs of rental businesses concerning travel equipments are interviewed to enhance the understanding of consumer behaviors. The findings indicate that there is a limited business potential. However, an enormous size of target market and other significant factors sufficiently make this business attractive to SME entrepreneurs or investors. The business offers a new option of equipment service for travelers. It provides a unique experience with a service standard. To be successful, the business requires a proper strategy to attract prospective customers and compete against competitors or substitute products in the online rental service.</p> Kornparn Khormun Supatcharajit Jitpraphai ##submission.copyrightStatement## 2018-05-12 2018-05-12 13 1 64 80 Environment Health Task and Tourism <p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Environmental Health task relates with human life quality as the management of environment that influences health of human in good quality and supports human live happily. Environmental Health task is separated as branch managing different features of environment as 17 branches of task such as food sanitation, building sanitation, solid waste management etc. Environmental Health task gets the role for tourism very much as the task facilitating environment for supporting tourism smoothly and makes tourist be healthy. Business and activities of tourism can be supported by environmental health task in all sides since travelling for tourism, tourism place, health management in tourism, accommodation during tourism etc. These activities and services need supporting of environmental health task for the most effectiveness. In Thailand, there is applying environmental health task to perform with tourism business in various forms of tourism business standard evaluation for example Assess the health tourism standard in natural hot springs sector, Food service standard for tourism, Diner crude standard food etc. The subject of standard in evaluation concerns the environmental health task extremely such as food sanitation, travelling environmental management, building sanitation etc. There are suggestion that it should be setting of environmental health task system supporting tourism task in local government organizations, it should precipitate environmental health sectors perform environmental health task more, it should disseminate data of importance of environmental health task for tourism to entrepreneurs and it should promote research for environmental health that impacts tourism to set measurement to prevent and restore appropriately.</p> Danai Bawornkiattikul ##submission.copyrightStatement## 2018-05-12 2018-05-12 13 1 81 92 Creating Tourism Field Trips for Juvenile <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Tourism field trips is one of the activities that the juvenile are intrigued in and mostly spend their time for since such an activity enables them to learn and travel simultaneously. Deemed as an integral part in youth development as mentioned in developmental psychology, it helps to broaden their horizon of knowledge and enhance their own experiences from traveling to many tourist attractions and becoming appreciated with natural resources, arts, traditions, cultures, and ways of life of the locals. Moreover, it helps to engage the juvenile in any other activity contributing to their development in various areas: physical, mental, emotional, psychosocial, and cognitive development. The combination of the development drives them to the people of high caliber, in terms of morality, ethics, and wisdom, in the future and is the foundation in driving the country to success.</p> Komsit Kieanwatana Krittika Sainaratchai ##submission.copyrightStatement## 2018-05-12 2018-05-12 13 1 93 102