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Sustainability as a place brand position: a resident-centric analysis of the ten towns in the vicinity of Bangkok
(2019-12-01)
Taecharungroj, Viriya
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Muthuta, Morakot
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Boonchaiyapruek, Pheereeya
A number of cities and towns have used sustainability as a brand position, but most appear to have focused on the environmental aspect of sustainability, while the adoption of other dimensions of sustainability, including social and economic, has been limited. The objective of this study is to create a branding tool that can help towns develop a brand position that is credible, drives growth, involves residents and fosters sustainability. This sustainable place branding analysis was adapted from the importance–performance analysis widely used in business and in the tourism industry. The data were collected from the residents of ten towns in the vicinity of Bangkok, Thailand. The tool provides mayors with a holistic analysis of sustainability, suggests dimensions to be considered in the brand position and guides strategic actions to sustainably develop places. From the findings, the authors suggest five types of sustainable towns that the mayors of the ten towns can adopt as a brand position: elegant, compassionate, lively, peaceful and green.
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Internal browning alleviation of Queen pineapple cv. ‘Sawi’ under cold storage using salicylic acid or abscisic acid peduncle infiltration
(2019-11-02)
Youryon, Pannipa
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Supapvanich, Suriyan
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Wongs-Aree, Chalermchai
Internal browning (IB) is a main problem of Queen pineapple during cold storage. The effects of exogenous salicylic acid (SA) or abscisic acid (ABA) on IB alleviation of the pineapple during cold storage were investigated. ‘Sawi’ pineapples were peduncle-infiltrated with 2 mM SA or 380 µM ABA for 3 d at 13°C followed storage at 13°C for 14 d. IB incidence and IB-related factors including lipid peroxidation, antioxidant capacity and antioxidant enzymes activities of the tissue adjacent to core were investigated after storage for 7 and 14 d followed by 2 d at room temperature (RT). Both SA and ABA treatments obviously alleviated IB development. ABA lowered TP content, MDA accumulation and the activities of LOX, PAL and PPO and induced POD activity. SA lowered PAL and PPO activity, delayed LOX activity and MDA increase, enhanced phenols, antioxidant activity and both antioxidant enzyme yields. Both ABA and SA peduncle infiltration alleviated IB incidence of Queen pineapple during cold storage. Although ABA could reduce the IB incidence better than SA, due to the efficiency of lower reactions of browning-related enzymes and lipid peroxidation, exogenous SA application might be a better choice for commercial use. Abbreviations: Total phenols (TP), Malondialdehyde (MDA), Lipoxygenase (LOX), Phenylalanine ammonia lyase (PAL), Polyphenol oxidase (PPO), Peroxidase (POD) and Internal browning (IB).
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Three-pronged sustainability assessment of ten towns in the vicinity of Bangkok, Thailand
(2019-11-01)
Taecharungroj, Viriya
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Boonchaiyapruek, Pheereeya
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Muthuta, Morakot
The purpose of the current research is to develop a method that assesses the levels of sustainability in towns in Thailand from various dimensions and multiple perspectives. The three-pronged assessment illustrates the integration of the three perspectives, namely, those of residents, the physical reality, and the local government; such an integration is important yet limited in the existing literature. This assessment also attempts to overcome some of the challenges of sustainability indicators, including comparability, dynamism, availability, comprehensibility, effectiveness, and sufficiency. The scope of this study consists of ten towns in the six provinces in the vicinity of Bangkok, which are at risk of sprawling development from Bangkok. To determine the levels of resident perceptions, the authors used a cluster random sampling method to collect data from 2157 respondents. Thirty-six indicators were used to assess the physical reality. Regarding the investments of the local government, 488 projects of the 10 towns were categorised based on the 11 dimensions of place sustainability. Towns can use this method to monitor the efficiency of investments over time and to plan more effective investments. A workshop was organised for towns to adjust project planning according to the Four-Action Framework.
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International Freight Transportation Problems under GMS-CBTA: Case Study of Thailand-Cambodia
(2019-10-25)
Uttamapurna, Pratan
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Prabnasak, Jaruwit
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Tiyarattanachai, Ronnachai
The governments of Thailand and Cambodia have enacted a policy under the GMS agreement to facilitate and increase trade and transport capacity. One of the key components is to improve land transport performance on the designated routes between Bangkok and Phnom Penh under the GMS-CBTA. However, the policy has not been considered effective as expected because licensed logistic companies still do not use that privilege. They also use the traditional method in which cargo is transhipped by local trucks at the borderline. In light of the problem, this study systematically investigated the root causes of the agreement ineffectiveness. Some recommendations for improving the performance of operation are given.
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The comparison of Klobuchar model with GPS TEC model at the low geomagnetic latitude station, Thailand
(2019-06-01)
Tongkasem, Napat
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Supnithi, Pornchai
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Phakphisut, Watid
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Hozumi, Kornyanat
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Tsugawa, Takuya
In the Global Positioning System (GPS), ionospheric delay time is a main cause of the positioning system errors. We can typically calculate the ionospheric delay using the dual-frequency receivers (L1: 1,575.42 MHz, L2: 1227.60 MHz). The Klobuchar model is a well-known model developed to estimate the ionospheric delay and currently used for single-frequency users. The coefficients of the model are daily broadcast in the GPS satellite navigation message for worldwide users. In this work, we compare the actual ionospheric delays with the Klobuchar model to observe the differences at 4 stations in Thailand: CMU (Chiang Mai), KMIT (Bangkok), CPN (Chumpon) and NNKI (Nongkai) on 10 February 2018 (no disturbance). Then, we compute the new Klobuchar coefficients from the comparisons. The proposed Klobuchar coefficients can correct the RMSE of the original model by 32.4, 36.5, 28.5 and 37.1 at KMIT, CPN, NNKI and CMU station, respectively. The RMSE of the new Klobuchar and observed TEC comparison are 24.0718, 28.5849, 21.6086 and 27.7273, respectively.
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The diffusion and adoption of electronic payment systems in Bangkok
(2019-04-01)
Chaiyasoonthorn, Wornchanok
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Suksangiam, Watanyoo
This article aims to study the diffusion and adoption of electronic payment systems in Bangkok, Thailand. This study is a cross-sectional survey of 394 respondents who lived in Bangkok. This research employs Pearson's correlation and structural equation modeling (SEM) to answer two research questions: 1) How do the socio-economic classes of people show differences in the use of e-payment systems? and 2) What are significant factors driving customers to use e-payment systems? The findings show that user behavior has a positive correlation with personal income. Higher-income people tend to use electronic payment systems more than lower-income people. There is no relationship between areas and use behavior. Moreover, the research shows that adoption readiness, income, and internet banking positively influence use behavior significantly, while electronic money shows a significant negative relationship with use behavior. Education and age indirectly influence use behavior via personal income. The authors also addressed both theoretical and practical implications.
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Early childhood education: A confirmatory factor analysis concerning thai administrators’ creative administration
(2019-01-01)
Pengruck, Luckana
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Boonphak, Kanchana
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Sisan, Boonchan
To succeed in the modern world, members of society must be adept at keeping pace with myriad, often unpredictable circumstances. As such, it is crucial that creative skills and thinking are cultivated at an early age. With these concerns in mind, we conducted a confirmatory factor analysis (CFA) regarding the creative administration by Thai administrators on early childhood education. Data were gathered through questionnaires given to 324 administrators and teachers working with students in early childhood education who were selected through a multi-stage random sampling technique. The data collection tool was a questionnaire with an Index of Item-Objective Congruence (IOC) of 0.60–1.00. Descriptive statistics were used including the mean (and standard deviation (S.D.). The findings from the CFA of the six significant factors for Thai administrators’ creative administration of early childhood education, ranked in most important to least important, were 1) creative measurement and evaluation (0.55), 2) creative resources and learning atmosphere development (0.50), 3) creative media and technology development (0.50), 4) creative research development (0.47), 5) creative learning process development (0.44), and 6) creative curriculum development at the early childhood level (0.34). All the factors corresponded with the empirical data and the results of this research can be applied by administrators of early childhood schools to improve the quality of education by recognizing the need to focus on creativity.
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Thai small business owner leasing customer trust: A SEM analysis
(2019-01-01)
Suvitsakdanon, Udom
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Sornsaruht, Puris
Systematic random sampling was used to obtain the study's 303 small business leasee sample. The CFA and SEM analysis used LISREL 9.10 from which it was concluded that all of the variables affecting a Thai small business leasing company's customer trust were positive. The causal variables influencing customer trust, from highest to lowest, were service quality (SQ), corporate social responsibility (CSR), customer satisfaction (SAT), and socioeconomic status (SES) with total influences of 0.80, 0.76, 0.64 and -0.14 respectively.
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An integrated model of customer loyalty in automobile insurance in Thailand
(2019-01-01)
Meeboonsalang, Wanngam
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Chaveesuk, Singha
Factors influencing customer loyalty toward automobile insurance companies in Thailand were examined, and a structural equation model of variables was analyzed. A questionnaire was employed to gather primary data. Survey participants included 549 customers of automobile insurance companies in Thailand derived from multi-stage sampling. Data were analyzed using confirmatory factor analysis (CFA) and structural equation modeling (SEM). Findings revealed that service quality, brand image, and customer commitment had a positive impact on customer loyalty, with perceived value and customer trust showing a negative impact. Service quality had a strong impact on customer satisfaction, which had no direct effect on customer loyalty. Perceived value could lead to customer satisfaction. No relationship was found between the brand image and customer satisfaction.
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An analysis of how government support, entrepreneurship, service innovation, and e-readiness affect a Thai SME hotel's competitive advantage
(2019-01-01)
Ounarat, Kanitta
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Sangmanee, Woranat
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Chaveesuk, Singha
Essential elements of economic development are small and medium enterprises (SMEs) which are considered the primary mechanism for enhancing income and employment of countries around the world. In Thailand, most hotels function within the spectrum as SMEs, which therefore are a crucial element in providing a memorable experience to Thailand's 40 million foreign visitors and domestic Thai tourists. Therefore, the authors undertook a study of the opinions of 280 SME hotel owners, managers, and advisors to investigate their opinions concerning their hotel's competitive advantage (CA). LISREL 9.1 was used to analyse the owners and managers opinions on how a Thai SME hotel's CA was affected by government support (GS), entrepreneurship (EN), service innovation (SI), and electronic e-readiness (e- RE). Results from the five-province sample revealed that all the causal variables positively influenced CA, as the combined variance of influence was 77% (R<sup>2</sup>). Also, from the study's eight SEM hypotheses results, the factors most relevant to a Thai hotel entrepreneur's CA when ranked in importance were SI, e-RE, EN, and GS. Finally, SI was determined to ne most essential to a hotel entrepreneur's CA, which included the manifest variables product innovation, process innovation, and marketing innovation.

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