Journal of Management Science Nakhonratchasima University

Interdisciplinary study for Community-Based Tourism Development in Nakhon Ratchasima Province in accordance with the Sufficiency Economy Philosophy

Yuttakorn Ritthaisong, Ekkarat Ekkasart — Mon, 30 Jun 2025 00:00:00 +0700

This study aimed to investigate the motivation, potential, and management guidelines for community-based tourism (CBT) in Muen Wai Sub-district, Mueang Nakhon Ratchasima District, Nakhon Ratchasima Province. The sample group consisted of 400 tourists, 36 community leaders, and 25 related stakeholders. Both primary and secondary data were collected using questionnaires, assessment forms, interview forms, and document review. Data analysis was performed using descriptive statistics such as frequency, percentage, mean, and standard deviation, as well as content analysis.

The results revealed that tourists were highly motivated to engage in community-based tourism. The study area demonstrated a high level of potential for CBT management. Three key management approaches for CBT were identified: 1) a business management-oriented approach, 2) a fundamental principle-based approach for community tourism development, and 3) a success factor-based approach for CBT development. All three approaches were aligned with the Sufficiency Economy Philosophy

The Potential of Interpretation in the Geotourism Route in Khorat UNESCO Global Geopark : Sri Janasa Dvaravati Civilization Route, Sung Noen District, Nakhon Ratchasima Province

Mon, 30 Jun 2025 00:00:00 +0700

This study aimed to investigate the current conditions and assess the potential of non-personal interpretation along the Khorat UNESCO Global Geopark tourism route: the “Dvaravati Sri Janasa Route” in Sung Noen District, Nakhon Ratchasima Province. The research employed both qualitative and quantitative methods, with data collected through observation, focus group discussions, and interpretation potential assessment forms. The sample group consisted of 45 participants, including representatives from geopark communities, temples, schools, academics, and relevant agencies. Data were analyzed using content analysis, and the potential was evaluated using mean scores categorized into five levels.

The findings revealed that the existing non-personal interpretation media at many sites were in deteriorated condition, insufficient in quantity, and lacked visitor centers. Additionally,
the number of site guides was inadequate. The potential assessment indicated that the site with the highest potential for non-personal interpretation was the Sung Noen Sandstone Historical Quarry (Ban Som Kob Ngam), which was rated as “excellent.” This was followed by the Sung Noen Railway Station Memorial and the Sandstone Reclining Buddha Image, which were rated as “very good,” respectively. Recommendations for enhancing interpretation potential included developing user-friendly interpretation materials suitable for training junior guides in the future, installing additional directional signage at road junctions near the sites, establishing a system that allows tourists to contact community leaders for guided visits, and organizing training sessions led
by knowledgeable or well-known individuals to raise awareness among community members.

The Effect of Experiential Marketing on Revisit Intention of Agricultural Tourism in Nakhon Ratchasima Province, Thailand

Yodsawadee Thongklang, Nilubon Wirotthitiyawong — Mon, 30 Jun 2025 00:00:00 +0700

This study aimed to examine the influence of experiential marketing on revisit intention to agricultural tourism destinations in Nakhon Ratchasima Province. The sample consisted of 385 tourists who had previously visited agricultural tourism sites in the province. Data were collected using a structured questionnaire and analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation. Hypothesis testing was conducted through multiple regression analysis. The findings revealed that experiential marketing influenced revisit intention
to agricultural tourism destinations in Nakhon Ratchasima. When examined by individual components, it was found that relational experience (β = 0.226), behavioral experience (β = 0.199), emotional experience (β = 0.178), cognitive experience (β = 0.173), and sensory experience
(β = 0.151) had statistically significant positive effects on revisit intention at the 0.01 level, respectively

Guidelines for Promoting Local Food Identity for Creative Gastronomic Tourism: A Case Study of Danchak sub-district, Nonthai district, Nakhonratchasima Province

Katika Klinjandang, Arnut Jaisamran, Napat Samranrat — Mon, 30 Jun 2025 00:00:00 +0700

This study was a qualitative research that aimed to explore the identity of local food for the purpose of promoting creative gastronomic tourism and to propose guidelines for enhancing local food identity in support of creative gastronomic tourism. The study was conducted as a case study of Danchak Sub-district, Nonthai District, Nakhon Ratchasima Province. The research employed a semi-structured interview form to collect data from 20 key informants, comprising
5 representatives from relevant government agencies and 15 local residents of Danchak
Sub-district, Nonthai district, Nakhonratchasima province

The findings revealed that Nam Tab represented the local food identity of Danchak
Sub-district, Nonthai district, Nakhonratchasima province and reflected the lifestyle and food culture of the community. The identity of this local cuisine encompassed 4 main dimensions:
1) Symbolic Dimension ; 2) Structural Dimension ; 3) Social Dimension; and (4) Spatial Dimension. The proposed guidelines for promoting local food identity to support creative gastronomic tourism included : 1) establishing local food entrepreneur groups to enhance collaboration and production capacity; 2) developing packaging to increase product appeal and market competitiveness;
3) promoting local food products to raise awareness among target customer groups, and
4) organizing training programs to enhance the quality and standards of local food products.

Factors effecting buying decision of sun-dried freshwater fish in Nakhon Ratchasima Province

Kanda Seehanate, Sujitra Jumpasri, Kanok Boonsak, Jaruwan Panomjerasawat — Mon, 30 Jun 2025 00:00:00 +0700

This research aimed to: (1) examine the personal and marketing mix factors influencing the decision to purchase sun-dried freshwater fish in Nakhon Ratchasima Province, and (2) identify appropriate marketing mix strategies that meet the needs of consumers in this product category.
A quantitative research methodology was employed. Statistical tools used for data analysis included mean, standard deviation, and multiple regression analysis. The sample consisted of
200 residents of Nakhon Ratchasima Province who had previously purchased sun-dried freshwater fish, selected through accidental sampling. The research findings revealed the following: 1) personal factors such as gender, age, marital status, educational level, and occupation had no statistically significant influence on the purchasing decision. 2) among the marketing mix factors, promotion had a statistically significant positive influence on purchasing decisions at the 0.01 level, while distribution had a statistically significant positive influence at the 0.05 level. 3) appropriate marketing mix strategies should include expanding both offline and online distribution channels to enhance purchasing convenience, ensuring consistent product availability, organizing special promotional campaigns during festivals, strengthening public relations efforts, and increasing product advertising through various media platforms.

The Study of Cultural Heritage Tourism: Ban Prang Ban Nakhon, Prang Sub District, Khong District, Nakhon Ratchasima Province

Patlapa Buddalerd — Mon, 30 Jun 2025 00:00:00 +0700

This qualitative research aimed to: 1) explore the cultural heritage tourism sites, 2) study the values of cultural heritage tourism, and 3) identify the sustainable management approaches for cultural heritage tourism. The study was conducted in Ban Prang Nakhon, Khong District, Nakhon Ratchasima Province. The sample group consisted of 20 participants selected through purposive sampling. These included tourism experts from both public and private sectors, local leaders, and community members involved in tourism development. The primary research instrument was an open-ended interview form. The findings revealed that: 1) the community possessed significant potential to be developed as a the cultural heritage tourism destination. However, it lacked the systematic tourism management and appropriate funding support. The guidelines for developing the community as a cultural heritage tourism destination included improving the management system, increasing financial support, promoting tourism activities, enhancing tourism information and databases, upgrading basic infrastructure, and organizing activities that are attractive to tourists. Moreover, the sustainable cultural heritage tourism management in Ban Prang Nakhon should also involve the community participation in the conservation of the ancient castle and local culture.
2) the values of cultural heritage tourism identified in the area included the economic value, the historical value, the artistic value, the traditions and local cultural lifestyles. 3) the sustainable cultural heritage tourism management should focus on developing the area surrounding the ancient castle into a cultural tourism site, emphasizing the preservation and transmission of local culture, building community networks to safeguard the castle and cultural heritage, and encouraging active participation from both government agencies and private organizations in promoting tourism and preserving local culture.

The Influence of Earnings Quality and Operating Performance on Dividend Payout Ratios of Listed Companies in the Industrial Products Sector on the Stock Exchange of Thailand

kanyawee Wongsuea, Thanida Boonyasan, Onchira U-santhia — Mon, 30 Jun 2025 00:00:00 +0700

This study aimed to examine the influence of earnings quality and operating performance on the dividend payout ratios of companies listed in the Industrial Products sector on the Stock Exchange of Thailand. A quantitative research approach was employed, utilizing secondary data collected from financial statements, annual information forms (Form 56-1), annual reports
of listed companies, and the SETSMART database. The data covered a five-year period from 2020
to 2024.The sample consisted of 65 listed companies, resulting in a total of 325 firm-year observations. The data were analyzed using descriptive statistics—such as mean, maximum, minimum, and standard deviation—as well as inferential statistics to test the research hypotheses. Specifically, Pearson correlation analysis and multiple regression analysis were employed, with
a significance level of 0.05.

The results revealed that certain variables—namely operating accruals, firm age, firm size, and return on assets (ROA)—had a significant influence on dividend payout ratios. However, return on equity (ROE) and net profit margin (NPM) were found to have no significant effect on dividend payout ratios.