Abstract: The research objective focuses on creating a prototype
media of the tactile texture of muscles for educational institutes to
help visually impaired students learn massage extra learning
materials further than the ordinary curriculum. This media is
designed as an extra learning material. The population in this study
was 30 blinded students between 4th - 6th grades who were able to
read Braille language. The research was conducted during the second
semester in 2012 at The Bangkok School for the Blind. The method
in choosing the population in the study was purposive sampling. The
methodology of the research includes collecting data related to
visually impaired people, the production of the tactile texture media,
human anatomy and Thai traditional massage from literature reviews
and field studies. This information was used for analyzing and
designing 14 tactile texture pictures presented to experts to evaluate
and test the media.
Abstract: This research paper aims to identify travel motivation by push and pull factors that affected decision making of international tourists in selecting Thailand as their destination choice. A total of 200 international tourists who traveled to Thailand during January and February, 2014 were used as the sample in this study. A questionnaire was employed as a tool in collecting the data, conducted in Bangkok. The list consisted of 30 attributes representing both psychological factors as “push- based factors” and destination factors as “pull-based factors”. Mean and standard deviation were used in order to find the top ten travel motives that were important determinants in the respondents’ decision making process to select Thailand as their destination choice. The finding revealed the top ten travel motivations influencing international tourists to select Thailand as their destination choice included [i] getting experience in foreign land; [ii] Thai food; [iii] learning new culture; [iv] relaxing in foreign land; [v] wanting to learn new things; [vi] being interested in Thai culture, and traditional markets; [vii] escaping from same daily life; [viii] enjoying activities; [ix] adventure; and [x] good weather. Classification of push- based and pull- based motives suggested that getting experience in foreign land was the most important push motive for international tourists to travel, while Thai food portrayed its highest significance as pull motive. Discussion and suggestions were also made for tourism industry of Thailand.
Abstract: The objectives of this research were to design and develop foot massage plate from coconut shell. The research investigated on the satisfaction of the users on the developed foot massage plate on 4 aspects; usage, practical in use, safety, and materials & production process. The sample group included 64 people joining the service at Wat Paitan Health Center, Bangkok. The samples were randomly tried on the massage plate and evaluated according to the 4 aspects. The data were analyzed to find mean, percentage, and standard deviation. The result showed that the overall satisfaction was at good level (mean = 3.80). When considering in details, it was found that the subjects reported their highest satisfaction on the practical usage (mean = 4.16), followed by safety (mean = 3.82); then, materials and production process (mean = 3.78). The least satisfaction aspect was on function and usage (mean = 3.45) or moderate level.
Abstract: This research was the experimental research. Its purpose was to find out how coconut shells can be adapted to be equipment for foot and calf reflexology. The sample group was 58 female street vendors in Thewet Market, Bangkok, selected by selection criteria and voluntary. The data collecting tool was the Visual Analogue Scale. The massaging tool made from coconut shells was the key equipment for this research. The research team assessed the level of exhaustion and heart rate among sample group before and after the massage, then analyzed the data by mean, standard deviation and paired sample t-test.
We found out from the research that
The level of exhaustion decreased 4.529 levels after the massage and the standard deviation was 1.6195. The heart rates went down 11.67 times/minute and the standard deviation was 6.742.
The level of exhaustion and heart rate after the massage decreased with the statistically significance at 0.01
Abstract: This research aims to explore the information needs, information usages, and problems of information usage of the older people club’s members in Dusit district, Bangkok. There are 12 clubs and 746 club’s members in this district. The research results use for older person service in this district. Data is gathered from 252 club’s members by using questionnaires. The quantitative approach uses in research by percentage, means and standard deviation. The results are as follows (1) The older people need Information for entertainment, occupation and academic in the field of short story, computer work, and religion and morality. (2) The participants use Information from various sources. (3) The Problem of information usage is their language skills because of the older people’s literacy problem.
Abstract: The main objective of this study was to investigate particulate matter concentration on main and secondary roadsides in urban area and study the concentration of some heavy metals including lead (Pb), zinc (Zn), copper (Cu) and cadmium (Cd) in particulate matter in the Bangkok area.
The averaged particle concentration for main roadsides is higher than secondary roadsides. The particulate matter less than 10 micron concentration contribute the majority of the Total Suspended Particulate matter for main roads and zinc concentrations were higher than copper and lead for both sites.
Abstract: The purpose of this research is to analyze the marketing strategies of Thai Halal products which related to the way of life for Thai Muslims. The expected benefit is the marketing strategy for brand building process for Halal products in Thailand. 4 elements of marketing strategies which necessary for the brand identity creation is the research framework: consists of Attributes, Benefits, Values and Personality. The research methodology was applied using qualitative and quantitative; 19 marketing experts with dynamic roles in Thai consumer products were interviewed. In addition, a field survey of 122 Thai Muslims selected from 175 Muslim communities in Bangkok was studied. Data analysis will be according to 5 categories of Thai Halal product: 1) Meat 2) Vegetable and Fruits 3) Instant foods and Garnishing ingredient 4) Beverages, Desserts and Snacks 5) Hygienic daily products; such as soap, shampoo and body lotion. The results will explain some suitable representation in the marketing strategies of Thai Halal products as are: 1) Benefit; the characteristics of the product with its benefit. Consumers will purchase this product with the reason of; it is beneficial nutrients product, there are no toxic or chemical residues. Fresh and clean materials 2) Attribute; the exterior images that attract to consumer. Consumers will purchase this product with the reason of; there is a standard proof mark, food and drug secure proof mark and Halal products mark. Packaging and its materials should be draw attention. Use an attractive graphic. Use outstanding images of product, material or ingredients. 3) Value; the value of products that affect to consumers perception; it is healthy products. Accumulate quality of life. It is a product of expertise, manufacturing of research result. Consumers are important. It’s sincere, honest and reliable to all. 4) Personality; reflection of consumers thought. The Personality feedback to them after they were consumes this product; they are health care persons. They are the rational person, moral person, justice person and thoughtful person like a progressive thinking.
Abstract: The study aims to determine which factors account for customer satisfaction and to investigate the relationship between entrepreneurial orientation and business success, in particular, context of the information understanding of hostel business in Pranakorn district, Bangkok and the significant element of entrepreneurship in tourism industry. This study covers 352 hostels customers and 61 hostel owners/managers nearby Khao San road. Data collection methods were used by survey questionnaire and a series of hypotheses were developed from services marketing literature. The findings suggest the customer satisfaction most influenced by image, service quality, room quality and price accordingly. Furthermore the findings revealed that significant relationships exist between entrepreneurial orientation and business success; while competitive aggressiveness was found unrelated. The ECSI model’s generic measuring customer satisfaction was found partially mediate the business success. A reconsideration of other variables applicable should be supported with the model of hostel business. The study provides context and overall view of hostel business while discussing from the entrepreneurial orientation to customer satisfaction, thereby reducing decision risk on hostel investment.
Abstract: Nowadays the promotion of the public transportation system in the Bangkok Metropolitan Area is increased such as the “Free Bus for Thai Citizen” Campaign and the prospect of the several MRT routes to increase the convenient and comfortable to the Bangkok Metropolitan area citizens. But citizens do not make full use of them it because the citizens are lack of the data and information and also the confident to the public transportation system of Thailand especially in the time and safety aspects. This research is the Public Transport Planning System by Dijkstra Algorithm: Case Study Bangkok Metropolitan Area by focusing on buses, BTS and MRT schedules/routes to give the most information to passengers. They can choose the way and the routes easily by using Dijkstra STAR Algorithm of Graph Theory which also shows the fare of the trip. This Application was evaluated by 30 normal users to find the mean and standard deviation of the developed system. Results of the evaluation showed that system is at a good level of satisfaction (4.20 and 0.40). From these results we can conclude that the system can be used properly and effectively according to the objective.
Abstract: This study employs sampling of 400 Thai people who live in Bangkok and have used air transportation to travel. A random convenience sampling technique is used to collect data. The results found that at 0.05 significance level the differences of means of Thai consumers’ expectations (before) and satisfaction (after) receiving services in the service marketing mix, the results of all aspects are different both in general and for each aspect of the service marketing mix. Average levels of expectations before receiving services are higher than satisfaction after receiving services in all aspects, as well. When analyzing further to the correlation between average means, the means of expectations before receiving services are higher than those of satisfaction after receiving services in general. As in all aspects of the service marketing mix, any aspect that has a big difference between expectations before receiving services and satisfaction after receiving services has low correlation.
Abstract: The objectives of this research paper were to study the expectation and satisfaction of tourists in five tourism service quality dimensions, namely, website quality, service ability, trust ability, customer empathy, and responsiveness to customer and also to study the influences of satisfaction affecting loyalty toward quality service of the online tourism enterprises located in Bangkok Thailand. This research utilized both quantitative and qualitative research methods. In terms of quantitative method, a questionnaire was used as a tool to collect data from 400 tourists who were using in online travel services. Statistics analysis included descriptive statistics, t-test and Multiple Regression Analysis. In terms of qualitative analysis, an in-depth interview and content analysis were used along with 10 individual management levels of e-commerce enterprises.
The results revealed that the respondents had higher expectations than their level of satisfaction in all five categories. However, the respondents were more satisfied with online travel services than without online service. The demographic factors such as gender and age had no influence on the level of satisfaction whereas the demographic factors of education, occupation, and income had influenced the level of satisfaction. The test results also indicated that the level of satisfaction from responsiveness to customer had the highest influence on the loyalty of tourists who used online travel. The level of satisfaction from customer empathy had the highest influence on the tourists to recommend others to use online travel services. Also, the level of satisfaction from service ability had the highest influence on tourists to take an actual trip.
Abstract: The purposes of this study are 1) to study the impact
of the 3-community-core model: House (H), Temple (T), and School
(S) with the co-operation of official departments on community
development to ASEAN economic community involvement and 2) to
study the procedures and extension of the model. The research which
is a qualitative research is based on the formal and informal
interviews. Local people in a community are observed. Group
interview is, also, operated by executors and cooperators in the
school in the community. In terms of social and cultural dimension,
the 3-community-core model consisting of house, temple and school
is the base of Thai cultures bringing about understanding, happiness
and unity to the community. The result of this research is that the
official departments in accompanied with this model developers
cooperatively work together in the community to support such factors
as budget, plan, activities. Moreover, the need of community, and the
continual result to sustain the community are satisfied by the model
implementation. In terms of the procedures of the model
implementation, executors and co-operators can work, coordinate,
think, and launch their public relation altogether. Concerning the
model development, this enables the community to achieve its goal to
prepare the community’s readiness for ASEAN Economic
Community involvement.
Abstract: This research aims to study value-creation process of
producing monk-s bowls, Thai traditional handicrafts, which is facing problems in adapting to the changing society. It also aims to identify
problems and obstacles to value creation. This research is based on a case study of monk-s bowl manufactures from Ban-Baat Village,
Bangkok. The conceptual framework is based on the model of value
chain to analyze the process.
The research methodology is qualitative. This research found that the value-creation process of monk-s bowls consists of eight
activities contributing to adding value to the products and increasing
profits to the producers in return. Five major problems and obstacles
are found.
The research suggests that these problems and obstacles limit the manufacturers- potential for creating more valued product and lead to business stagnation. These problems should be addressed and solved with collaboration among the government, the private sector and the
manufacturers.
Abstract: This paper was aimed to survey the level of awareness
of traditional grocery stores in Bangkok in these categories: location,
service quality, risk, shopping, worthwhile, shopping satisfaction, and
future shopping intention. The paper was also aimed to survey factors
influencing the decision to shop at traditional grocery stores in
Bangkok in the future. The findings revealed that consumers had a
high level of awareness of traditional grocery stores in Bangkok.
Consumers were aware that the price was higher and it was riskier to
buy goods and services at traditional grocery stores but they still had
a high level of preference to patronage traditional grocery stores. This
was due to the reasons that there was a high level of satisfaction from
the factors of the friendliness of the owner, the ability to negotiate the
price, the ability to buy on credit, free delivery, and the enjoyment to
meet with other customers in the same neighborhood.
Abstract: The purposes of this study are 1) to identify
learning styles of university students in Bangkok, and 2) to study
the frequency of the relevant instructional context of the identified
learning styles. Learning Styles employed in this study are those of
Honey and Mumford, which include 1) Reflectors, 2) Theorists, 3)
Pragmatists, and 4) Activists. The population comprises 1383
students and 5 lecturers. Research tools are 2 questionnaires – one
used for identifying students- learning styles, and the other used for
identifying the frequency of the relevant instructional context of
the identified learning styles.
The research findings reveal that 32.30 percent - are Activists,
while 28.10 percent are Theorists, 20.10 are Reflectors, and 19.50
are Pragmatists. In terms of the relevant instructional context of the
identified 4 learning styles, it is found that the frequency level of
the instructional context is totally in high level. Moreover, 2 lists of
the context being conducted most frequently are 'Lead'in activity
to review background knowledge,- and 'Information retrieval
report.' And these two activities serve the learning styles of
theorists and activists. It is, therefore, suggested that more
instructional context supporting the activists, the majority of the
population, learning best by doing, as well as emotional learning
situation should be added.
Abstract: The objective of this research was to study the career
success and the satisfaction of female executives working for schools
in Bangkok, Thailand. This paper drew upon the survey data
collected from 68 female executives. The survey conducted in on
Bangkok schools. The statistics utilized in this paper included
percentage, mean, standard deviation as well as t-test. The findings
revealed that the majority of samples had more than 30 years of
experience, held a master degree, and had an average income of less
than 40,000 baht. The majority of respondents worked not more than
50 hours per week. In addition, the mean score revealed career
development was ranked as their number one career satisfaction and
having a job related to education was ranked as their number one job
satisfaction. Also, the mean score of all categories of satisfaction was
4.61 with standard deviation of 1.677 which indicated that female
executive level of satisfaction was high. In terms of the subjectivity
career success, the hypothesis testing’s result disclosed that female
executives with different married status had a difference in their job
satisfaction which was significant at the 0.05 confidence level.
Abstract: The purposes of this research were 1) to study
consumer-based equity of luxury brands, 2) to study consumers-
purchase intention for luxury brands, 3) to study direct factors
affecting purchase intention towards luxury brands, and 4) to study
indirect factors affecting purchase intention towards luxury brands
through brand consciousness and brand equity to analyze information
by descriptive statistic and hierarchical stepwise regression analysis.
The findings revealed that the eight variables of the framework which
were: need for uniqueness, normative susceptibility, status
consumption, brand consciousness, brand awareness, perceived
quality, brand association, and brand loyalty affected the purchase
intention of the luxury brands (at the significance of 0.05). Brand
Loyalty had the strongest direct effect while status consumption had
the strongest indirect effect affecting the purchase intention towards
luxury brands. Brand consciousness and brand equity had the
mediators through the purchase intention of the luxury brands (at the
significance of 0.05).
Abstract: The purposes of this research were to study the citizen
participation in preventing illegal drugs in one of a poor and small
community of Bangkok, Thailand and to compare the level of
participation and concern of illegal drugs problem by using
demographic variables. This paper drew upon data collected from a
local citizens survey conducted in Bangkok, Thailand during summer
of 2012. A total of 200 respondents were elicited as data input for,
and one way ANOVA test. The findings revealed that the overall
citizen participation was in the level of medium. The mean score
showed that benefit from the program was ranked as the highest and
the decision to participate was ranked as second while the follow-up
of the program was ranked as the lowest.
In terms of the difference in demographic such as gender, age,
level of education, income, and year of residency, the hypothesis
testing’s result disclosed that there were no difference in their level
of participation. However, difference in occupation showed a
difference in their level of participation and concern which was
significant at the 0.05 confidence level.
Abstract: This study aimed to investigate the influence of selected antecedents, which were tourists’ satisfaction towards attractions in Bangkok, perceived value of the attractions, feelings of engagement with the attractions, acquaintance with the attractions, push factors, pull factors and motivation to seek novelty, on foreign tourist’s loyalty towards tourist attractions in Bangkok. By using multi stage sampling technique, 400 international tourists were sampled. After that, Semi Structural Equation Model was utilized in the analysis stage by LISREL. The Semi Structural Equation Model of the selected antecedents of tourist’s loyalty attractions had a correlation with the empirical data through the following statistical descriptions: Chi- square = 3.43, df = 4, P- value = 0.48893; RMSEA = 0.000; CFI = 1.00; CN = 1539.75; RMR = 0.0022; GFI = 1.00 and AGFI = 0.98. The findings indicated that all antecedents were able together to predict the loyalty of the foreign tourists who visited Bangkok at 73 percent.
Abstract: This study is a descriptive-normative research. It
attempted to investigate the restaurants’ firm performance in terms of
the customers and restaurant personnel’s degree of satisfaction. A
total of 12 restaurants in Bangkok, Thailand that offer Thai cuisine
were included in this study. It involved 24 stockholders/managers,
120 subordinates and 360 customers. General Managers and
restaurants’ stockholders, 10 staffs, and 30 costumers for each
restaurant were chosen for random sampling. This study found that
respondents are slightly satisfied with their work environment but are
generally satisfied with the accessibility to transportation, to malls,
convenience, safety, recreation, noise-free, and attraction; customers
find the Quality of Food in most Thai Cuisines like services, prices of
food, sales promotion, and capital and length of service satisfactory.
Therefore, both stockholder-related and personnel-related factors
which are influenced by restaurant, personnel, and customer-related
factors are partially accepted whereas; customer-related factors which
are influenced by restaurant, personnel and customer-related factors
are rejected.