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The Impact of Environmental and Components of Tourism on Community Participation in Ecotourism: Evidence from The Community Leaders of Thailand
(2025-01-01)
Subongkod, Mallika
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Sinlapasawet, Watchara
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Lalaeng, Chanyaphak
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Hongsakul, Bharis
This research aims to 1) study the level of opinions consist of environmental factors, components of tourism factors and community participation in ecotourism. 2) Study environmental factors that have a relationship with community participation in ecotourism and 3) Study the factor components of Tourism that have a relationship with community participation in ecotourism. The sample size included 367 community leaders in Koh Tao, Surat Thani, Thailand. Statistics used for data analysis descriptive statistics include percentage, average, and standard deviation. Inferential statistics include correlation analysis. The research results found that the environmental factors had a high level of opinion. As for the factors of tourism components and community participation, the opinions were at a moderate level. As for the analysis of the relationship between environmental factors and tourism component factors, it was found that they have a positive relationship with community participation with statistical significance at the 0.05 level.
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Optimizing Human Resource Performance through Total Quality Management (TQM): The Intermediate Role of Innovation Performance
(2025-01-01)
Hongsakul, Bharis
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Sirisombat, Dusit
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Subongkod, Mallika
Total quality management TQM has turned into an indispensable strategy to enhance development in all parts of organizational development. The purpose of this paper is to explore the TQM impulsion for HR efficiency attained by exploiting innovation performance as a mediator. For this purpose, research was conducted using an analytical descriptive methodology in the whole population of employees within the Chumphon province Town Municipality (approximately 400 individuals). Data was collected through a structured questionnaire and analyzed using SPSS software to answer the research questions. The regression results of hypothesis testing stated that TQM has a significant influence on innovation performance. In addition, the research found that innovation performance plays a mediating role in the TQM and human resource efficiency relationship which means There is no direct effect of linking with technology from total quality management to being useful for people another hand It has led us to innovations. Therefore, it is recommended that the innovation performance in Town Municipality of Chumphon province should be enhanced and all municipalities across Chumphon province need to coordinate on an innovative basis.
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Factors Affecting Key Success of Community-Based Tourism Management in Chumphon Province, Thailand
(2025-01-01)
Jansuri, Athip
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Lalaeng, Chanyaphak
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Subongkod, Mallika
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Suwannarat, Nannaphat
The success of community-based tourism management arises from both internal and external motivations of individuals, as well as community participation in every stage from the initial process. Additionally, the community must be prepared in terms of natural resources, culture, human capital, and other resources. The integration of cooperation among government agencies, the private sector, and the community is also essential to support tourism management. This study aimed to: 1) investigate the level of opinions regarding motivation, community participation, and the success of community-based tourism management in Chumphon Province, 2) examine the motivational factors affecting the success of community-based tourism management in Chumphon Province, and 3) study the community participation factors affecting the success of community-based tourism management in Chumphon Province. The sample consisted of 400 individuals involved in community-based tourism management in Chumphon Province. A questionnaire was used as the data collection tool. The statistical methods used for data analysis included frequency, percentage, mean, standard deviation, and hypothesis testing through multiple regression analysis. The results of the study showed that: 1) the overall level of opinions regarding motivation, community participation, and the success of community-based tourism management had a high average level, 2) motivational factors significantly affected the success of community-based tourism management at a 0.05 significance level, and 3) community participation factors significantly affected the success of community-based tourism management at a 0.05 significance level.
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The Relationship Between Organizational Politics and Organizational Citizenship Behavior in The Management Perspective: Evidence in Thailand
(2024-01-01)
Subongkod, Mallika
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Sinlapasawet, Watchara
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Lalaeng, Chanyaphak
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Hongsakul, Bharis
This study explored the relationship between Organizational Politics (OP) and Organizational Citizenship Behavior (organizational citizenship behavior for organization (OCB-O) and organizational citizenship behavior for individuals (OCB-I). Survey data was gathered from 398 employees work in manufacturing company in Chonburi province. PLS-SEM was used to test the research hypotheses. Results revealed that OP has a negative relationship with OCB-O and OCB-I. Based on these findings, this study recommends that the manufacturing company in Chonburi province should eliminate or reduce OP practices as much as possible in their organizations. The limitations of this study and recommendations for future research are also provided.
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INDIVIDUAL COMPETENCY CAUSAL FACTORS AFFECTING PERFORMANCE OF ACADEMIC PERSONNEL IN HIGHER EDUCATION INSTITUTION
(2024-01-01)
Lalaeng, Chanyaphak
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Subongkod, Mallika
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Sinlapasawet, Watchara
The objective of this research was to test an individual competency causal model affecting performance of personnel in higher education institutions. The study was conducted among education institutions in the upper southern of Thailand. The instrument used in the study was questionnaire. Data analysis was conducted using descriptive statistics, Pearson's correlation coefficient, confirmatory factor analysis, and causal factor analysis. The findings from the study found that 1) the individual competency causal model had an effect on performance of personnel in higher education institutions. It was consistent with the empirical data, considered from χ<sup>2</sup> = 994.860, df = 249, p = 0.000, χ <sup>2/</sup> df = 3.99, CFI = 0.94, TLI = 0.93, RMSEA = 0.06, SRMR = 0.04. Individual competency causal factors had an effect on performance of personnel with statistical significance. All predictor variables in the model could describe variance of performance, core competency, and job competency by 70.0%, 83.0% and 88.0% respectively.
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STRUCTURAL EQUATION MODELING FOR THE BUSINESS PERFORMANCE OF PRIVATE HOSPITALS IN THAILAND: MANAGEMENT PERSPECTIVE
(2024-01-01)
Subongkod, Mallika
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Hongsakul, Bharis
This research aimed to study the causal factors affecting the business performance of private hospitals in Thailand from a management perspective. The sample consisted of 411 executives from private hospitals in Thailand, selected through purposive sampling. Data were collected via questionnaire, with SEM being used for analysis. The results indicated that the development of an enterprise resource system, including the competency and capability of entrepreneurs, positively influenced the focus on competitive differentiation. In turn, this focus had a positive effect on customer relationship management. Customer relationship manage-ment positively impacted brand loyalty, which subsequently enhanced business performance. In contrast, the competency and capability of entrepreneurs did not have an effect on business performance. The findings suggest that the growth and sustainability of business performance in private hospitals depends on various supportive factors. These range from policy formulation and the development of technological systems in services to strategies for building customer relationships, all contributing to competitive advantages, service loyalty, and success in achieving set goals.
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Antecedents of Brand Loyalty of the Airline Business in Thailand
(2023-07-01)
Hongsakul, Bharis
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Subongkod, Mallika
This research aimed to analyze the structure and relationship and to study the path of effects between customer behavior, customer relationship management, airline service quality, digital marketing, and brand loyalty. The study population comprised individuals aged 20 years and above who utilized airline services. The sample was selected using a simple random sampling method. A questionnaire was used for data collection. The sample consisted of 400 participants. Then analysis the measurement model and structural equation modeling before hypotheses testing by Partial Least Square Structural Equation Modeling (PLS-SEM) with SmartPLS 4. 0 software. The results found that the causal relationship structure was consistent with the empirical data. Customer behavior, customer relationship management, and airline service quality had a positive influence on digital marketing, and digital marketing had a positive influence on brand loyalty, but airline service quality did not have an influence on brand loyalty. The study results revealed that digital marketing was a mechanism driving customer behavior, customer relationship management, and airline service quality, leading to how to build brand loyalty in the airline business in Thailand.
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3D AQI Mapping Data Assessment of Low-Altitude Drone Real-Time Air Pollution Monitoring
(2022-08-01)
Duangsuwan, Sarun
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Prapruetdee, Phoowadon
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Subongkod, Mallika
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Klubsuwan, Katanyoo
Air pollution primarily originates from substances that are directly emitted from natural or anthropogenic processes, such as carbon monoxide (CO) gas emitted in vehicle exhaust or sulfur dioxide (SO<inf>2</inf>) released from factories. However, a major air pollution problem is particulate matter (PM), which is an adverse effect of wildfires and open burning. Application tools for air pollution monitoring in risk areas using real-time monitoring with drones have emerged. A new air quality index (AQI) for monitoring and display, such as three-dimensional (3D) mapping based on data assessment, is essential for timely environmental surveying. The objective of this paper is to present a 3D AQI mapping data assessment using a hybrid model based on a machine-learning method for drone real-time air pollution monitoring (Dr-TAPM). Dr-TAPM was designed by equipping drones with multi-environmental sensors for carbon monoxide (CO), ozone (O<inf>3</inf>), nitrogen dioxide (NO<inf>2</inf>), particulate matter (PM<inf>2.5,10</inf>), and sulfur dioxide (SO<inf>2</inf>), with data pre- and post-processing with the hybrid model. The hybrid model for data assessment was proposed using backpropagation neural network (BPNN) and convolutional neural network (CNN) algorithms. Experimentally, we considered a case study detecting smoke emissions from an open burning scenario. As a result, PM<inf>2.5,10</inf> and CO were detected as air pollutants from open burning. 3D AQI map locations were shown and the validation learning rates were apparent, as the accuracy of predicted AQI data assessment was 98%.
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A study on tourism mobile web application based on big data analysis platform for the South of Thailand
(2018-07-02)
Subongkod, Mallika
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Duangsuwan, Sarun
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Jamjareegulgarn, Punyawi
In this paper, we propose to a study on tourism dashboard on mobile web application by approaching based on big data analysis platform for tourism data in southern of Thailand. A case study of this paper is Chumphon province that is a gateway to southern of Thailand. To satisfy and convenient to support tourism information, our design dashboard information can useful for the tourist to plan their traveling as easily. The proposed system consists of data tourism, data storage, data processing, data visualization, and user interface (UI). Note that the proposed system is based on big data analysis platform. Therefore, this proposed system of tourism dashboard on mobile web application can very useful to promote the tourists of the south of Thailand as a growing fast.

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