Journal of Thai Hospitality and Tourism

The Assessment of Geosites for Geotourism Development in Kanchanaburi Province

Thunyapat Sattraburut — Wed, 31 Jan 2024 00:00:00 +0700

In this study, a systematic investigation has been conducted at four geosites in Kanchanaburi Province, Thailand: Dr. Bhol Klibbua’s Mine, Mon Village (Tha Sao Village), Chao Pho Khao Chon Kai Shrine, and Lan Lava (Bo Phoi basalt). The investigation included inventory, characterization, assessment, and evaluation to study the geotourism potential of the sites. Certain criteria used for evaluation have been developed by the Department of Mineral Resources. Qualitative assessment has been carried out on the educational potential and the development and management levels of potential.

The results show that the educational value of Chao Pho Khao Chon Kai Shrine and Lan Lava was high (83% and 77%, respectively), while it was moderate for Dr. Bhol Klibbua’s Mine and Mon Village (62% and 58%, respectively). All four geosites have the potential for development and management at a moderate level (ranging between 50 and 58%). To sustainably develop and encourage these geosites, there should be the dissemination of geological knowledge and an emphasis on the importance of geosites for the communities and relevant organizations to make them more aware of the need to conserve and cherish their lands. The improvement and management of all relevant organizations working as a team can sustain geotourism in the best interests of the sites.

Guidelines for the Development of Green Tourism Route in Wang Yai Village, Nhongkungtubmah Sub-district, Wangsammor District, Udon Thani Province

Rumpapak Luekveerawattana, Suchitra Rimdusit — Wed, 31 Jan 2024 00:00:00 +0700

The purpose of this qualitative research was to study tourism resources in 3 categories: Dhamma (Buddhism), Civilization, and Nature in Wang Yai Village, Nhongkungtubmah Sub-district, Wangsammor District, Udon Thani Province, in order to present guidelines for the development of a green tourism initiative. The research instruments used were structured interviews, observations, group discussions, and data triangulation. Data was collected from February to May 2022 at tourism attractions in Wang Yai Village. The results showed that the tourism resources of Wang Yai Village can be divided into 3 categories: dhamma (Buddhism), civilization, and nature. Dhamma consists of the temples around the village, which still need development to increase their potential for accommodating tourists. The Wang Yai Village civilization and nature have the potential to be developed into a green tourism route to attract tourists. Therefore, cooperation from the public and private sectors will be needed for development. Landscape improvement, diversity of tourism activities, and souvenir product development are needed to increase the effectiveness of tourism management in Wang Yai Village.

Expectations and Satisfaction of Tourist Safety in Bangkok

Watcharawit Wiyaporn, Pimporn Srirungruang — Wed, 31 Jan 2024 00:00:00 +0700

This study aims to collect data on the tourist safety behavior of tourists in Bangkok, as well as study expectations and satisfaction regarding safety before traveling in Bangkok as quantitative research. The data was collected with questionnaires from 410 tourists, and the data was analyzed by statistical methods such as frequency, percentage, mean, and standard deviation.

According to the study's findings, the majority of respondents, 209 individuals (51.0 percent), reported unsafe situations to the police, followed by officials at tourist attractions, 145 individuals (35.4 percent), and contacting family or friends, 56 individuals (13.7 percent). Receiving knowledge about insecurity via websites, online, or social media, 310 individuals (75.6 percent), followed by friends or acquaintances, 61 individuals (14.9 percent), and from television, radio, and newspapers, 39 individuals (9.5 percent), respectively.

Expectations about safety before traveling in Bangkok, the overall is at a high level (= 4.44). The most expected issue is a sufficient number of safety equipment and facilities, such as warning signs, CCTV cameras, and fire exits. Issues where safety equipment and facilities are available, such as fire extinguishers, alarm systems, and lighting. There is an equal value (= 4.46).

Overall satisfaction with safety after traveling in Bangkok is high (= 4.12). The most anticipated issue is the availability of tourist aid services, such as the number of police officers and security guards at major tourist attractions.

Personal Factors and Tourism Behavior Affecting Tourists' Domestic Travel Intentions after the Coronavirus Disease 2019 among Tourists in Bangkok

Surakiat Tadawattanawit — Wed, 31 Jan 2024 00:00:00 +0700

The research objectives were to study domestic travel intentions and factors affecting travel intentions after the coronavirus disease 2019 outbreak among tourists in Bangkok. The research sample consisted of 400 tourists in Bangkok. The research tool was a questionnaire. The data was analyzed using frequency, percentage, mean, and standard deviation statistics, as well as the t-test and F-test.

The results found that:

Domestic travel intentions after the outbreak of the coronavirus disease in 2019 found that the overall sample has a high level of domestic travel intentions (= 4.26). Considering each item, it was found that the tourists selected domestic tourist destinations as their next travel destination (= 4.36), followed by the intention to travel to the country soon (= 4.28), and those who planned to travel to the country after this (=4.22).
The gender identity of the tourists did not affect their domestic travel intentions. Meanwhile, the age range of tourists had a statistically significant effect on domestic travel intentions at .05 level. There are five differences between the pairs, which are (1-2) under 20 years old, different from 40–49 years old and 50–59 years old; (3-4) 20–29 years old, different from 40–49 years old and 50–59 years old; and (5) the age range of 30–39 years is different from 50–59 years.
Factors in tourism behavior in terms of travel style did not affect domestic travel intentions. Meanwhile, the tourism travel targets had a statistically significant effect on domestic travel intentions at .05 level. There are 4 different pairs: the business tourism aspect is different from meeting friends or relatives; tourism for meetings and exhibitions; educational trips; and leisure travel are different from traveling to meet friends or relatives.

The Development of Innovation Management to Enhance Customers’ Service Values for Hotel Businesses in Thailand

Yaowaporn Lertkultanon, Ketwadee Buddhabhumbhitak, Chalongsri Pimonsompong — Wed, 31 Jan 2024 00:00:00 +0700

The objectives of this research were 1) to study the types of service innovations in hotel businesses that respond to changing customer demand; and 2) to study the concepts and analyze the development and management processes of hotel business innovations. The research methodology was qualitative research with the population and a sampling group of the managerial employees of 240 three- to five-star hotels certified by the Thai Hotels Association (2019). The in-depth interviews with 25 managerial-level employees were conducted by convenience sampling. Interview forms were used as a research tool. The data analysis was based on content analysis.

The study's findings revealed that: (1) managerial-level employees stated that service innovation that hotels successfully implemented could be classified into five categories, which are as follows: 1) Technovation, service innovations related to technology; 2) Touchnovation, service innovation with care and customer-centricity; 3) Thainovation, service innovation that includes Thai characteristics; 4) Teamnovation, service innovation resulting from collaboration; and 5) Themenovation, service innovations related to storytelling communication. (2) The second finding was that two concepts could be used to integrate innovation development and management: 1) the concept of structure, teamwork, and innovation management using the fork model; and 2) the concept of synergy theory, resource management, and personnel development in the hotel business along with service synergies under the same direction of innovation management policy. This led to a new concept and theory derived from the process and research results, namely the "2S Model," the theory of innovation management to enhance customers’ service values for hotel businesses. It consists of structure, the visionary management of a new generation of innovative organizations, synergy, and the integration of services under the same direction of visionary innovation management policy.

Causal Relationship Model of Marketing Mix Affecting Travel of Chinese Tourists in Chiang Mai Province

Issarapong Poltanee, Umaporn Boonphetkaew — Wed, 31 Jan 2024 00:00:00 +0700

The aim of this research is to develop a causal relationship model and examine the coherence of the model with the empirical data on the marketing mix affecting the travel of Chinese tourists in Chiang Mai. The sample consisted of 240 Chinese tourists traveling to Chiang Mai using the purposive sampling method. Structural equation modeling was used to analyze the data.

The results of the research showed that: 1) the causal relationship model was harmonious with the empirical data; For the root index of the squared mean of the estimate, the relative chi-square (CMIN/DF) is 1.528, which is less than 2, the GFI is 0.911, which is greater than 0.90, and the CFI (comparative fit index) is 0.957, which is greater than 0.90. Assessment (RMSEA) was 0.052, which is less than 0.08. 2) The models were consistent with the empirical data on educational issues in the physical environment, price, distribution channel promotion, service provider, and service process, and the product had a statistically significant direct influence at the level of 0.001. The results of this research are very useful to academics in the field of expanding and building on the knowledge of the relationship of marketing ingredients in order to be able to develop tourism to accommodate Chinese tourists, especially with the emphasis on product development that promotes the process of marketing ingredients consistently as a model so that the results of the study can be formulated as a plan to accommodate tourists.

Celebrity Influences on Value Perception for Film Tourism Intentions

Chanajai Tonsaithong, Phitak Siriwong, Pairote Wilainuch — Wed, 31 Jan 2024 00:00:00 +0700

Movies are excellent sources of travel inspiration. Tourists who are inspired by movies and travel are potentially attracting other tourists to travel to several countries around the world, including Thailand. There have been demands for factors influencing people to travel, as inspired by movies. As such, the objective of this article is to study concepts and theories to analyze the relationship between the factor of "celebrities’ influences" and value perception in relation to intentions for travel inspired by movies. The study was conducted by replicating a hypothesis to test the relationship between the factors. In the context of tourists, mediator variables include images and attachments to travel destinations. The data was then used as empirical evidence for the research. The results of the study will be used to further develop concepts about factors affecting tourists who travel because they were inspired by movies in order to promote tourism in Thailand in the future.

Sketching a Hospitality and Tourism Recovery Plan for Thailand During and after Covid–19 – Discussion Paper

John Barnes — Wed, 31 Jan 2024 00:00:00 +0700

The Thai national economy was heavily dependent on hospitality and tourism after COVID–19. With the arrival of COVID and subsequent lockdowns locally and the cessation of international cross–border travel by aircraft, ship, rail, and road, the drop in the contribution of hospitality and tourism to the Thai economy had been significant. This discussion paper proposes a staged recovery plan for hospitality and tourism in Thailand and suggests how domestic hospitality and tourism can be undertaken to speed up the recovery process whilst encouraging Thais to appreciate and engage more readily with their unique culture. The current paper was written in 2021 and reviewed and revised in November 2022.