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Simulation game-based learning for cognitive apprenticeship development: a focus on processing speed
(2025-01-01)
Sounthornwiboon, Patcharabhorn
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Sriprasertpap, Khwanying
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Nilsook, Prachyanun
Processing speed is a critical component of cognitive apprenticeship, which is essential for developing cognitive skills for high-pressure environments. This study highlighted the limitations of traditional teaching methods in fostering rapid decision-making skills and proposed a simulation game-based learning (SGBL) model as an innovative instructional approach. It aimed to (1) develop a targeted SGBL model, (2) assess its effectiveness in enhancing cognitive apprenticeship and processing speed and (3) evaluate student satisfaction. The methodology was divided into three phases: a primary study to identify student needs, system design and development, and implementation. The SGBL model included theoretical and practical sessions, encompassing real-world scenario-based games for practicing life-saving skills. The study involved 73 undergraduate students, split into two experimental groups, and utilised a learning achievement test and a satisfaction questionnaire as research instruments. The findings revealed significant improvements in processing speed and learning outcomes (p <.01). Students expressed high levels of satisfaction, indicating the effectiveness and potential applicability of the model in other fields. Future implications include expanding SGBL with AR/VR and multiplayer functions to enhance engagement and applicability.
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Mobile application of local baba-peranakan food tourism for generation y: A case study of phuket province, thailand
(2024-08-01)
Surapiyawong, Paranee
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Kasemsarn, Kittichai
Local food in Phuket, which was awarded UNESCO’s City of Gastronomy in 2015, has received attention, especially the local cuisine representing the Baba–Peranakan people. However, studies and information about Thailand’s Baba cuisine are vague, limited, and in need of support because of the lack of storytelling, technology, and targeted tourist channels. Therefore, this research aimed to study Baba cuisine, to design guidelines, and to create and evaluate a mobile phone application (or app, in popular usage) prototype to promote food tourism in Phuket province for Generation Y. First, 20 mobile food apps were analyzed, reviewed, and interviewed by ten experts from the fields of local food tourism and app design. Next, the researchers designed a logo, icons, and site map; chose a color scheme and font; and took pictures for a Baba food mobile app prototype. In the evaluation stage, 100 online questionnaires were distributed and evaluated in terms of the following five factors: User experience, user interface, information content, usefulness, and building a good image. The average mean score for all factors was 4.55 (strongly agree). This research contributes to knowledge about how to promote local food and cultural tourism for Generation Y through mobile applications. It could be applied not just in Phuket but in all cities, leading to an improvement in local economies.
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Lessons from COVID-19: How the pandemic shaped tourists’ travel intentions and willingness to fly
(2024-01-01)
Khetjenkarn, Siriporn
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Suwannakul, Ekkarat
This study investigated, using structural equation modelling, the causal relationships between tourists’ perceived COVID-19 measures/situations, desire to travel, travel intention to destination, and willingness to fly. The moderating role of travel anxiety was also examined. Data were collected from 655 Thai tourists who had experienced air travel amid the COVID-19 pandemic in Thailand. The results showed the direct effects of perceived COVID-19 measures/situations on desire and travel intention but not on willingness to fly. Desire to travel mediated the relationships between perceived COVID-19 measures/situations and travel intention and between such perceptions and willingness to fly. Results also revealed the direct effect of travel intention on the willingness to fly. The moderating role of travel anxiety was identified in determining the relationship between perceived COVID-19 measures/situations and desire to travel. The study offers insights into restoring tourists’ confidence to travel during and after the pandemic and mitigating the negative impacts of an identical situation in the future.
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A Needs Analysis of English Communication Skills for Local Youth Guides for Promoting Tourism in Pathio District, Thailand
(2021-01-01)
Giri, Arjun
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Boonrattanakittibhumi, Chanathat
In Thailand, equipping local youth guides with English communication skills plays a crucial role in promoting tourist destinations. Tourism has been growing worldwide in the last decade, and the need for fluency in the English language among tourist guides to attract tourism is increasing sharply. The main aim of this study is to focus on the English communication needs and problems in speaking and listening skills for tourism promotion. The study is a descriptive survey on English communication needs and problems encountered by 250 local youth guides in promoting tourism. The survey was conducted at five local tourist destinations in Pathio district in Chumphon Province, southern Thailand. The data were evaluated using the statistical package SPSS (26.0), after the questionnaire was completed, and the statistics used for data analysis were frequency, percentage, mean, and standard deviation. The need for local youth guides to talk and provide knowledge about tourism destinations in English was gauged. The findings revealed that speaking and listening skills are the most critical communication skills at visitor meetings and the most valuable skills in interactions with tourists. This result was also consistent with youths’ and stakeholders’ assessments of English as a language for providing general information, providing services, and offering assistance, thereby fostering interest among the youth in learning English.
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Electronic map systems for tourist attractions
(2020-03-01)
Manitchalermchai, Thitiphat
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Chotsawasraksa, Rujapa
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Vittayakorn, Sirion
Traditional navigation systems such as paper maps or directional signs are impractical in many ways. For example, they are unable to identify the user's location or continuously navigate the user to their destination. As a result, many users are lost even though they have a map in their hand. To mitigate this problem, this work proposes a navigation system which includes 1) a web-based system that is used to maintain (e.g., insert new places, update place information or delete places) the attractions in the map and 2) an electronic map application for mobile devices which provides many functionalities. For example, 1) a navigation function which directs the users to their desired places correctly and rapidly, 2) a nearby place search function which provides information about nearby places to help users plan their next stops and 3) route recommendation which provides a route to a series of attractions. The evaluations demonstrate that the proposed system outperforms baselines in many aspects.
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A structural equation modeling on factors related to the brand loyalty of diners to certified thai restaurants in the United States
(2019-06-01)
Auapinyakul, Woravat
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Deebhijarn, Samart
The study examines a set of factors for their influence on the brand loyalty of diners to certified Thai Restaurants in the United States. Specifically, the study investigates the hypothesized direct or indirect influences of image, service quality, customer expectations, sensory perception, and customer satisfaction on brand loyalty. A total of 620 diners who had eaten at least once in certified Thai restaurants in the United States were interviewed using a self-accomplished questionnaire. Results confirm almost all of the hypothesized influences of the structural equation model variables on loyalty. Customer satisfaction is the factor having the strongest influence on loyalty, followed by customer expectations, service quality, image, and sensory perception in that order. Overall, the variances in loyalty, customer satisfaction, and sensory perception are well-explained by the variables included in the model, but there are nuances in which to appreciate these key findings. Data are useful for Thailand as it continues to deepen its offshore strategies to further cement the competitiveness of Thai Select and Thai Select Premium restaurants in the United States.
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Hot, tropical and thirsty: An analysis of bottled water consumer satisfaction in Thailand
(2019-01-01)
Thalang, Dumrong Pratheep Na
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Sornsaruht, Puris
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Pimdee, Paitoon
With nearly 40 million foreign tourists per year, Thailand consumes an average of 57.5 gallons of water per capita per year, which makes Thailand the second largest per-person consumer of bottled water in the world. As the global average is only 13.2 gallons per person per year, both tourists and residents have an insatiable thirst for bottled water. Therefore, the authors undertook a study to investigate the factors that influence bottled water consumer satisfaction (CS). Furthermore, an examination of the interrelationships between the variables corporate social responsibility (CSR), brand trust (BT), and brand image (BI) and their effect on CS were also analysed by use of LISREL 9.1 software. Results from the 489 consumer sample group obtained from across five major areas of Thailand, determined that all the model's variables had a positive effect on CS as there was a combined 78% variance of influence on CS. Ranked in importance, factors influencing CS were CSR (TE=0.89), BT (TE=0.68), and BI (TE=0.29), respectively. Furthermore, from the consumers' questionnaire concerning their preference for a bottled water brand (Singha, Crystal, Nestlé, Namthip, and Pepsi's Aquafina), 31.29% indicated a preference for Singha. Additionally, from the results of the analysis on CSR, the authors concluded that was a heightened awareness amongst consumers and travellers about the environment and plastic bottle waste. It was suggested by the authors that bottled water companies need to develop CSR campaigns that are focused on plastic waste reduction and cleanup activities. Additionally, they need to take their efforts 'to the people', and tell each consumer why and how they are contributing to not only Thailand's environmental well-being but the world as well.
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How service quality, guest trust and guest satisfaction affect a five-star hotel's reputation in Thailand
(2019-01-01)
Supanun, Kawee
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Sornsaruht, Puris
Thailand has climbed in the global tourism ranking to the 10th spot, and is now expected to greet up to 40 million foreign guests in 2019. Given this significance, the authors undertook a study to investigate the opinions of 542 five-star rated hotel guests across six provinces and metropolitan areas of Thailand. The LISREL 9.1 software program was used to analyse the guest's opinions on how a Thai five-star hotel's reputation (RP) was affected by service quality (SQ), guest trust (TR), and guest satisfaction (ST). Results from the study's six SEM hypotheses determined that the factors most important were SQ, TR, and ST, with total effect (TE) values of 0.89, 0.71, and 0.60, respectively. Finally, from the study's questionnaire, 15.87% of the guests viewed their relationship status as 'other', suggesting that five-star hotels need to pay close attention to non-traditional travellers and guests. Also, a significant percentage of Chinese and Indian travellers have been reported as booking a Thai four or five-star hotel, so hotel management must be culturally aware of these guest's needs and wants so as to drive sustainable operations.
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How website quality, e-service quality, e-satisfaction, and social value affect poshtel e-loyalty in Thailand
(2019-01-01)
Phromlert, Chatchai
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Deebhijarn, Samart
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Sornsaruht, Puris
Poshtels have become the high-end version of the backpacker's hostel, which is now combining the comfort and style of boutique hotels with the sensibilities and budge prices of a hostel. Current research has stated that the global market for hostels is $5.2 billion, with the smaller niche market of poshtels rapidly growing. As such, the authors set out to investigate which factors influence a Thai poshtel's e-loyalty (e- LOY). An analysis was conducted on the six hypotheses interrelationships between website quality (WQ), e-service quality (e-SQ), e-satisfaction (e-SAT), and social value (SV). Initial analysis was conducted by the use of confirmatory factor analysis [CFA], followed by a structural equation model [SEM] path analysis using LISREL 9.1 on the study's five latent variables. From the audited questionnaire sample of 405 poshtel guests, the factors affecting e-LOY were SV (TE = .081), e-SQ (TE = .59), WQ (TE=.28), and e- SAT (TE). Additionally, all the model's variables influenced poshtel guest e-LOY as the combined influence of the factors (R<sup>2</sup>) was 75%. Although the ten poshtel websites used in the study showed very creative designs and a multitude of promotional features, the poshtel guests rated this as a moderate concern but elevated the social value that the poshtel brings to its guests as very important, with numerous reports backing this conclusion. Therefore, poshtel proprietors need to take great care in maximizing their guest online social experience by providing accommodations that are 'picture perfect' and exciting to the guest and smartphone camera's eye. Moreover, although it might be expected that younger Millennials are in the majority of the guests (they were at 70.62%), it is also interesting to note that almost 30% were 31 years of age or older.
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Thai gem and jewellery industry business performance: Is continued growth dependent on Tourism?
(2019-01-01)
Varasriverachote, Teerapatch
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Sornsaruht, Puris
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Sirijarupat, Prasittisak
Thailand's gem and jewellery industry is world famous to both the vast assortment of international traders and the 40 million tourists which visit the Kingdom annually. Presently, the sector is third in export value, which in 2018 (including gold) reached nearly $12 billion and employed an estimated 800,000 artisans and craftsmen. Therefore, research was undertaken to determine which variables influenced a Thai gem and jewellery enterprise's business performance (BP). From the five-level questionnaire collected from a sample of 372 entrepreneurs and managers, an initial confirmatory factor analysis (CFA) was conducted on the study's four additional latent variables of firm strategy (FS), product innovation (PI), service innovation (SI), and competitive advantage (CA). LISREL 9.1 was then used to develop a structural equation model (SEM) path analysis. Results revealed that all the causal variables positively influenced BP as the combined variance of influence was 77% (R<sup>2</sup>). Further results showed that the variables having the greatest influence on BP were FS, PI, CA and SI, with total effect values of 0.88, 0.60, 0.16 and 0.02, respectively. There was also an extremely strong interrelationship between FS and PI as r = 1.00, the t-test value = 14.72, and p ≤ 0.01. Personal interviews with industry leaders also noted the importance of the necessity for free-trade agreements, the need for a new generation of trained craftsmen, and the need for continuing Thai government support. Finally, both domestic consumers and foreign tourists are seen as an essential market for future growth.

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