Journal of Thai Hospitality and Tourism https://www.tci-thaijo.org/index.php/tourismtaat <p><strong>&nbsp; &nbsp; &nbsp; &nbsp;วารสารการบริการและการท่องเที่ยวไทย : Journal of Thai Hospitality and Tourism</strong></p> <p>&nbsp; &nbsp; &nbsp; &nbsp;อยู่ในฐานข้อมูล Thai-Journal Citation Index Centre (TCI) กลุ่มที่ 1 และ ASEAN Citation Index (ACI) จนถึงวันที่ 31 ธันวาคม 2562 ซึ่งเป็นวารสารวิชาการจัดทำโดยสมาคมนักวิชาการการท่องเที่ยว (ประเทศไทย) / Tourism Academic Association of Thailand</p> <p>มีกำหนดพิมพ์เผยแพร่ปีละ 2 ฉบับ (เดือนมกราคม – มิถุนายน และ เดือนกรกฎาคม – ธันวาคม)</p> <p><strong>ISSN</strong>&nbsp; &nbsp; 1905–6303</p> <p>&nbsp;</p> <p><strong>วัตถุประสงค์</strong></p> <p>1. เพื่อเป็นสื่อกลางในการแลกเปลี่ยนองค์ความรู้ด้านการท่องเที่ยวและสาขาวิชาที่เกี่ยวข้อง</p> <p>2. เพื่อส่งเสริม และสนับสนุนให้คณาจารย์ผลิตผลงานวิชาการและการค้นคว้าวิจัย</p> <p>3. เพื่อเผยแพร่ข้อมูลทางวิชาการด้านการท่องเที่ยวให้แก่องค์กรที่เกี่ยวข้อง</p> <p>4. เพื่อรวบรวมและเผยแพร่ผลงานวิชาการด้านการท่องเที่ยวและสาขาที่เกี่ยวข้อง</p> <p>&nbsp; &nbsp; &nbsp; &nbsp;ผลงานที่รับตีพิมพ์ อาจอยู่ในรูปแบบ บทความวิจัย บทความปริทัศน์ บทความที่คัดย่อจากวิทยานิพนธ์ <br>และบทพินิจหนังสือ (Book review)</p> <p><img src="https://my.kapook.com/imageskapook/iconnew/sports.gif">&nbsp;&nbsp;การส่งบทความตีพิมพ์ สามารถดูรายละเอียดเงื่อนไขการรับบทความได้ที่&nbsp; &nbsp;<img src="https://www.bloggang.com/data/praewkwun/picture/1138515785.gif"> <a href="https://www.tci-thaijo.org/index.php/tourismtaat/about/submissions">SUBMISSION</a> <img src="https://www.bloggang.com/data/praewkwun/picture/1138515921.gif"></p> <p><img src="https://my.kapook.com/imageskapook/iconnew/sports.gif">&nbsp; จริยธรรมการตีพิมพ์บทความ&nbsp; &nbsp;<img src="https://www.bloggang.com/data/praewkwun/picture/1138515785.gif"> <a href="https://www.tci-thaijo.org/index.php/tourismtaat/navigationMenu/view/ethnics">PUBLICATION ETHICS</a> <img src="https://www.bloggang.com/data/praewkwun/picture/1138515921.gif"></p> <p><strong>&nbsp;</strong><strong>___</strong><strong>___</strong><strong>___</strong><strong>___</strong><strong>___</strong><strong>___</strong><strong>___</strong><strong>___</strong><strong>___</strong><strong>___</strong><strong>___</strong><strong>___</strong><strong>___</strong><strong>___</strong><strong>___</strong><strong>___</strong><strong>___</strong><strong>___</strong><strong>___</strong><strong>___</strong><strong>___</strong><strong>___</strong><strong>___</strong><strong>___</strong><strong>___</strong><strong>__</strong></p> <p><img src="https://my.kapook.com/imageskapook/iconnew/sports.gif">&nbsp;&nbsp;การรับรองผลงานที่ส่งเข้ารับการพิจารณาตีพิมพ์วารสารวิชาการ (13/08/62)</p> <p>&nbsp; &nbsp; &nbsp; &nbsp;ตามเงื่อนไขการรับบทความในส่วนของ&nbsp;<a href="https://www.tci-thaijo.org/index.php/tourismtaat/about/submissions">SUBMISSIONS</a> ข้อ 3 และข้อ 8&nbsp;ที่ระบุว่าเจ้าของผลงานต้องส่งบทความ<br>พร้อมแนบหลักฐานที่ผ่านการตรวจสอบจากระบบอักขราวิสุทธิ์&nbsp;ประกอบกับผลงานต้องมีการตรวจสอบความถูกต้อง<br>ของภาษาอังกฤษทางไวยากรณ์จากเจ้าของภาษาแล้ว (ทั้งบทคัดย่อและเนื้อหา)</p> <p>ทั้งนี้ ขอให้เจ้าของบทความทุกท่าน แนบเอกสารให้ครบถ้วนเพื่อพิจารณาตีพิมพ์ ซึ่งประกอบด้วย<br><img src="https://www.bloggang.com/data/praewkwun/picture/1138515785.gif">&nbsp; <a href="https://www.tci-thaijo.org/index.php/tourismtaat/submission/wizard">บทความ</a> | หลักฐานจากระบบอักขราวิสุทธิ์ |&nbsp;<a href="https://drive.google.com/uc?export=download&amp;id=1RXk4yyfondp0DjAvJfAJ_hnAK46S87tx">แบบฟอร์มการส่งบทความ</a>&nbsp;&nbsp;<img src="https://www.bloggang.com/data/praewkwun/picture/1138515921.gif">&nbsp;</p> <p>(หมายเหตุ: การลงชื่อในส่วนของผู้ตรวจสอบภาษา และเจ้าของบทความ รบกวนขอเป็นลายมือชื่อ (Signature) เท่านั้น)</p> <p>ขอแสดงความนับถือ</p> en-US tourismtaat.info@gmail.com (Sopittha Nopakhun) tourismtaat.info@gmail.com (Journal of Thai Hospitality and Tourism) Tue, 13 Aug 2019 00:00:00 +0700 OJS 3.1.0.1 http://blogs.law.harvard.edu/tech/rss 60 บทบรรณาธิการ https://www.tci-thaijo.org/index.php/tourismtaat/article/view/206930 <p>บทบรรณาธิการ วารสารการบริการและการท่องเที่ยวไทย ปีที่ 14 ฉบับที่ 2 (กรกฎาคม - ธันวาคม 2562)</p> Chollada Mongkhonvanit ##submission.copyrightStatement## https://www.tci-thaijo.org/index.php/tourismtaat/article/view/206930 Thu, 01 Aug 2019 00:00:00 +0700 Sustainable Tourism Development of Nhanmoddang, Pa Phayom District, Phatthalung Province https://www.tci-thaijo.org/index.php/tourismtaat/article/view/206938 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The research on “Sustainable tourism development of Nhanmoddang, Phatthalung” was aimed to (1) study the current condition of Nhanmoddang, (2) study the potential for tourism development in Nhanmoddang area, (3) study the participation level of stakeholders in Nhanmoddang area and (4) suggest guidelines for sustainable tourism development of Nhanmoddang, Phatthalung. This study employed qualitative method. &nbsp;Informants for interviews were community leaders, local people, tourists, staff members of government sectors and private tourism-related entrepreneurs. &nbsp;Data were analyzed using content analysis approach. &nbsp;The results showed that to sustain tourism development at Nhanmoddang, the number of incoming tourists to the area should be limited. &nbsp;This would prevent the area from becoming too crowded and help reduce the number of car accidents.&nbsp; Number of guest rooms and parking space should be increased. &nbsp;More sustainable-tourism activities such as retro market, new-concept agro-tourism should be introduced to help promote rafting, the main product of Nhanmoddang. &nbsp;Despite the strong collaboration among all stakeholders in preserving the environment of Nhanmoddang, local government officers still lack knowledge about sustainable tourism development. &nbsp;Therefore, both government and private sectors are advised to educate local people about sustainable tourism concepts and coax the local community to participate in tourism management, so tourism can be beneficial to all parties.&nbsp; Local people should be aware that tourism is one of their assets and they should therefore help sustain it.</p> Chanjira Sukbanjong, Somyot Wattanakamolchai ##submission.copyrightStatement## https://www.tci-thaijo.org/index.php/tourismtaat/article/view/206938 Thu, 01 Aug 2019 00:00:00 +0700 The Component of Potential of Marine Tourist Attractions in Koh Tao Surat Thani Province https://www.tci-thaijo.org/index.php/tourismtaat/article/view/206955 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The research “The Component of Potential of Marine Tourist Attractions in Koh Tao Surat Thani Province” was studied about the opinion of tourists towards the potential of attractions in Koh Tao area, Surat Thani province. The population and samples of the research were Thai and foreign tourists. a questionnaire was used to collect the data. 380 samples were chosen by a purposive sampling method with non-probability. The data were analyzed using descriptive statistics to explain the character of the quantitative variable samples.</p> <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The results have shown that the attractions and accessibility were strongly significant to the tourists. The data have also shown that holy places were the most significant factor for the tourists. Tourists’ impression towards attractions was also strongly significant to the tourists when considering in details, adequate service providers, numbers of boats and pier provided for tourists.</p> <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Tourists thought it was worthy to participate in the tourism activities of the attractions. In environment condition and participation of the locals, tourists viewed it as a good thing to separate attractions and places of residence because the habitual residences were not disturbed by tourism activities. Thai government strongly supported tourist attractions, especially marketing and public relations supporting.</p> Issarapong Poltanee ##submission.copyrightStatement## https://www.tci-thaijo.org/index.php/tourismtaat/article/view/206955 Thu, 01 Aug 2019 00:00:00 +0700 Definition and Service Form of Wellness Tourism in the Upper Northern Region, Thailand https://www.tci-thaijo.org/index.php/tourismtaat/article/view/206961 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The research entitled “Definition and service form of wellness tourism in the Upper Northern Region, Thailand” consisted of 2 parts. The first part aimed to define and study the form of wellness tourism in 3 provinces of the Upper Northern region, which were Chiang Mai, Chiang Rai, and Mae Hong Sorn. Data was collected through focus group discussion with 10 persons involving in wellness tourism, such as professors, experts, and representatives from government and private organizations related to wellness tourism. In the second part, researchers studied the operation of 11 wellness tourism businesses in Chiang Mai, Chiang Rai, and Mae Hong Sorn to investigate business operation, types of business, and service readiness. Data was collected through in-depth interview with business owners or their representatives. The interviews were conducted with 6 businesses in Chiang Mai, 2 businesses in Chiang Rai, and 2 businesses in Mae Hong Sorn.</p> <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; From the focus group discussion, wellness was defined as the state of balancing physically, mentally, and spiritually, resulting in happiness. Also, wellness tourism was defined as the journey emphasis on activities that promote physical, mental, and spiritual balance. Service providers must include accommodation as well as wellness activities. The focus group also classified wellness tourism activities into 3 groups; active activity, semi-active activity, and passive activity. The first group included activities that participants conducting the activities by themselves. The last group included activities that other person performed activities for the participants. Activities in the second groups lied in-between.</p> <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; When investigating business operation in wellness tourism in Chiang Mai, Chiang Rai, and Mae Hong Sorn, the study revealed that each province offered different forms of wellness services. In terms of tourism accommodation, the study found that each location should focus on accessibility. In addition, the study found that businesses in those three provinces possess different service potential.</p> Saranya Kantabutra, Nittaya Jariangprasert, et al. ##submission.copyrightStatement## https://www.tci-thaijo.org/index.php/tourismtaat/article/view/206961 Thu, 01 Aug 2019 00:00:00 +0700 The Study of Characteristics of Foreign Tourists in Visiting Thailand https://www.tci-thaijo.org/index.php/tourismtaat/article/view/206966 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The purpose of this research was to study the characteristics of foreign tourists in visiting Thailand from January 2010 to July 2016 by using cluster analysis.&nbsp;The research results showed that foreign tourists were divided into 3 clusters, Cluster #1: Asia countries, Cluster #2: America and Europe countries and Russia and Cluster #3: Oceania and South Africa countries. Furthermore, the regions of Thailand, which the majority group (Asia countries) popularly visited were separated 3 groups, Group #1: North, West and Central regions including Bangkok, Group #2: East and South regions and Group #3: Northeast region.</p> Chanathip Soponpimol, Jatupat Mekparyup ##submission.copyrightStatement## https://www.tci-thaijo.org/index.php/tourismtaat/article/view/206966 Thu, 01 Aug 2019 00:00:00 +0700 The Service Operations Guidelines for Ultra Low-Cost Carrier in Thailand https://www.tci-thaijo.org/index.php/tourismtaat/article/view/206969 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The aims of this research are 1) to study the needs of an Ultra Low–Cost carrier in Thailand; 2) to propose service operations guidelines for Ultra Low–Cost carrier in Thailand. A qualitative research method was applied in this study. <em>The sample group by purposive sampling</em>&nbsp;was 400 Thai workers of different ages, who were not airlines employees and at present living in Thailand. The research instrument used in this research was a questionnaire to survey the needs of an Ultra Low–Cost carrier in Thailand. Percentage, means, and standard deviation were used to analyze data. Results showed that the majority of the group of sampling wanted to purchase the lowest airfares in the market. After comparing the airfares of different carriers, they wanted to find the Ultra Low–Cost carrier that has the best offer which makes them feel that it is worth the money they spent for the products and services especially if the airfares were obviously lower than what the other Low–Cost carriers offer. If the majority of sampling gets the lowest airfares, they will tend to purchase the add–on products and services as they needed, even though the price of the add–on products and services might be higher than other airlines and market prices. They admitted that they could accept the limitation of the services, facilities, and the service terms and conditions of the Ultra Low–Cost carrier even they were less flexible than other airlines. Proposed service operations guidelines are based according to the Marketing Mix’ 7Ps 1) Product and Service: As customers are price concerned and tend to purchase the add–on products and services even the price is higher than other airlines. Therefore, ultra low-cost airlines should offer the lowest airfares to customers. 2) Price: Customers compare the airfares and consider the offer of Ultra Low–Cost carrier which is obviously the lowest and makes them feel they make the right decision. 3) Place: Electronic distribution channels can be used as a major distribution channel as customers tend to arrange their trips and purchase the products and services through electronic devices by themselves. 4) Promotion: The Ultra Low–Cost carrier should advertise its products, services, promotions, and engage its customers through social media as customers tend to connect to social media more than the other types of media. 5) People: An Ultra Low–Cost carrier may hire fewer employees to provide the services. However, the self-service technologies should be utilized to provide the services to the customers, instead. 6) Physical Evidence: The Ultra Low–Cost carrier must be concerned about the highest aviation safety standards and maintain the standards according to the regulatory bodies. The Ultra Low–Cost carrier must ensure the on-time departure flight, present the airlines' image and position outstandingly different from a Low–Cost Carrier. 7) Process: The Ultra Low–Cost carrier may implement the technology in a core service process. However, the technology should be accessed from a computer, mobile device and service kiosks.</p> Attapol Moungsawad, Dusit Sirisombat ##submission.copyrightStatement## https://www.tci-thaijo.org/index.php/tourismtaat/article/view/206969 Thu, 01 Aug 2019 00:00:00 +0700 An Exploratory Factor Analysis of Employability Attributes of Airline Ground Passenger Service Professionals https://www.tci-thaijo.org/index.php/tourismtaat/article/view/206973 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The aim of this study was to study factors of employability attributes of airline ground passenger service professionals. Samples were comprised of 209 airline ground passenger service professionals. The research instruments were the desired employability attributes of airline ground passenger service professionals questionnaire theoretically developed by reviewing related documents and researches. An Exploratory Factor Analysis (EFA) was used to analyze the data. The results revealed that there were 7 factors of graduates’ employability attributes of airline ground passenger service professionals which were personality, customer service skill, performance, interpersonal skill, airline image, the self-knowing and adaptable skill, and knowledge skill respectively. Their variances were able to explain the graduates’ employability attributes of airline ground passenger service professionals which were personality at 14.257%, 11.530%, 10.949%, 8.034%, 7.984%, 6.626%, and 3.954% respectively. Moreover, the total variance explained of all 7 factors towards the graduates’ employability attributes of airline ground passenger service professionals was 65.062%.</p> Arthit Intakaew ##submission.copyrightStatement## https://www.tci-thaijo.org/index.php/tourismtaat/article/view/206973 Thu, 01 Aug 2019 00:00:00 +0700 Guidelines for Identity Development and Image Perception of Thai Brand in Health and Wellness Tourism https://www.tci-thaijo.org/index.php/tourismtaat/article/view/206976 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; This research objective is to develop Thai Brand Identity in the field of health and wellness tourism. This research is to study 1) Thai brand identity of the country 2) perception of the brand image of the foreign tourist and 3) guidelines for Thai brand identity development in health and wellness tourism. The research is conducted through mixed methods research, both in qualitative research was used in depth-interview with the government sector and private sector, 11 persons and quantitative research were performed by questionnaires with Chinese tourists 400 and UK tourists 400, total 800 persons. The result of the research found that 1) Chinese tourists pay attention to the physical value of “Functional Benefit”, such as the professionalism of personnel, the service and equipment standard 2) UK tourists pay attention to the mental value of “Emotional Benefit” intangible, such as the internal personality of the service provider willingness to understand others, being creative and innovative.</p> <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Conclusions, the research contributions to develop the Thai brand identity: It means both tangible assets and intangible assets. The core value of brand positioning of Thailand in health and wellness tourism consists of (1) Thai people: who are mentally and professionally in Service. (2) Culture: Thailand is a Thai Identity (Thainess) personality of the Thai people. (3) Investment: attracting to Thailand, which is supported by the government and the readiness of the private sector. (4) Governance: The government has many policies to support health wellness tourism. (5) Exports: Thailand has exports both human and health and wellness products; as the country of origin, and (6) Tourism: Thailand has rich with a variety of natural resources attractions, and varieties of health and wellness services.</p> Jiraporn Prommaha ##submission.copyrightStatement## https://www.tci-thaijo.org/index.php/tourismtaat/article/view/206976 Thu, 01 Aug 2019 00:00:00 +0700 Sport Marketing Mix Impact on Intention to Revisit Buriram https://www.tci-thaijo.org/index.php/tourismtaat/article/view/206980 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Sports tourism is a tourism product which a destination can propose to the market. This is the growing trend of the recent tourism industry. The role of sport tourism has seen many in Europe. Therefore, many countries in Asia are also following this tourism trend to stimulate sports tourism as the destination choice. In the case of Buriram, Thailand is an example of a successful strategy to promote the province's interest as a sports tourism destination. This research study and examine sports marketing mix (7Ps) as factor impact domestics’ tourist intention to revisit Buriram. The data collection used primary data that are taken by spreading questionnaire to 400 domestics’ tourist. The 378 respondents were collected at I-mobile Stadium and Buriram Racing International Circuit (BRIC). The result showed key elements of the sports marketing mix; product, price, place, physical evidence, process, people and promotion mix which impact on domestics’ tourist intention to revisit sports tourism in Buriram. There are only five supported hypotheses (price, place, physical evidence, process, and promotion mix) that can be used to predict domestic’s tourist intention to revisit. The contribution of the study will be given due emphasis by sport tourism stakeholders; tour operators, hotels, restaurants, airlines, and local national government organizations that involved with tourism, especially in Buriram to sustain their tourist continual visit and the development of their events and services.</p> Itsra Watjanasoontorn, Petcharut Viriyasuebphong, Parameth Voraseyanont ##submission.copyrightStatement## https://www.tci-thaijo.org/index.php/tourismtaat/article/view/206980 Thu, 01 Aug 2019 00:00:00 +0700 The Adaptation of Low-Cost Airline Business Model in Thailand: The Consequences of Competitive Pressures and Challenges https://www.tci-thaijo.org/index.php/tourismtaat/article/view/206982 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; This academic article aims to study the adaptation of business models and strategies by low-cost airline business in Thailand. By adopting hybrid strategies, low-cost airlines incorporate some service characteristics, product features and operations of full-service airlines into their attributes. This article also attempts to understand the factors influencing those changes which resulted from the challenges, obstacles, and concerns that the airline industry faces as a result of increasingly fierce competition, especially in terms of costs. It is widely known that price strategy is common among low-cost airlines due to its easy implementation and quick results. Nonetheless, many scholars have argued that such a strategy does not contribute to sustainable competitive advantage and profitability. Consequently, low-cost airlines, both in Thailand and worldwide, must adapt in order to survive in a rapidly changing market. The final section of this article offers appropriate strategies that low-cost airlines should consider to lessen the impacts of those challenges and avoid price competition, in order to achieve true business sustainability.</p> Ekkarat Suwannakul, Rugphong Vongsaroj ##submission.copyrightStatement## https://www.tci-thaijo.org/index.php/tourismtaat/article/view/206982 Thu, 01 Aug 2019 00:00:00 +0700