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A Design Thinking Approach to the Development of Digitalized Hotel Valet Services
(2025-01-01)
Makky, Muhammad Al
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Raharjo, Tito Pandu
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Rahman, Sheina Fathur
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Yasirandi, Rahmat
Technological advancements in Indonesia have brought numerous benefits, including to hospitality industries like valet parking. However, traditional valet services still rely on manual processes, leading to inefficiencies such as long wait times, miscommunication, and security concerns. This study focuses on developing a digital valet system using the Design Thinking Approach to address these challenges. The proposed prototype demonstrates strong acceptance, addressing user expectations and improving overall service efficiency. During the testing phase, the System Usability Scale (SUS) was employed with 50 participants who had experience in valet services, resulting in a score of 77.7. This score places the prototype in the 'Good' grade and 'Acceptable' category, indicating that the proposed system successfully addresses the functionality and requirements of its intended users. By modernizing valet operations, this study highlights the potential for broader adoption of digital solutions in the hospitality sector, ultimately improving guest experiences and operational effectiveness.
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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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Lessons from COVID-19: How the pandemic shaped tourists’ travel intentions and willingness to fly
(2024-01-01)
Khetjenkarn, Siriporn
;
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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Antecedents to Thai health food restaurant guest loyalty: A SEM analysis
(2020-01-01)
Phadungjit, Sommanasak
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Sornsaruht, Puris
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Pimdee, Paitoon
Globally, major shifts are occurring in dietary patterns with numerous studies suggesting that eating healthy food is an ever-growing consumer trend. This study, therefore, investigates the interrelationships and effects of marketing communications (MAR), recognition of value (RV), guest trust (GT), and guest satisfaction (GS) on health food restaurant guest loyalty (GL) in Thailand. LISREL 9.1 was used to conduct both a CFA and SEM analysis of the nine hypotheses from a sample of 484 health food restaurants' guests. Results revealed that the factors affecting GL from highest to lowest, were MAR, GT, GS, and RV, with a total effect (TE) value of 0.92, 0.43, 0.22 and 0.17, respectively. Additionally, the amount of variance that GL shared with the others in the analysis was 84% (R<sup>2</sup>). Furthermore, the authors suggest that MAR is now playing an essential role in the eyes of today's digitally enabled consumer, and that restaurant entrepreneurs need to embrace and understand new social media platforms. Restaurant entrepreneurs must also be aware of quick technological change and the reinvention of the traditional dining experience, which is now forcing change on how the restaurant sector operates. Finally, guest loyalty is of critical importance as numerous studies have concluded that the desired outcome of the marketing process is guest loyalty.

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