Journal of Management Science Nakhonratchasima University

Sportscape Factors Affecting the Revisit Intention for Badminton Courts in Surat Thani Province

Nattamani Rodesujit, Wanwichanee Tongintarad — Tue, 30 Jun 2026 00:00:00 +0700

This research aimed to investigate the sportscape factors affecting the revisit intention for badminton court services in Surat Thani. The sample consisted of 385 respondents. This study employed

a quantitative research design, using a structured questionnaire to collect data from badminton court users in Surat Thani Province. Statistical methods used for data analysis included mean, standard

deviation, and multiple linear regression analysis. The research findings revealed that the perceptions of badminton court users in Surat Thani regarding sportscape and revisit intention were at a high level. Furthermore, the sportscape factors that significantly affected the revisit intention of badminton court services in Surat Thani were stadium access (X₁), seating comfort (X₃), ambient conditions (X₄), and spatial layout (X₅). These findings can be utilized to develop strategies to enhance the competitive capabilities of business operators.

Development of Historical Tourism by Community Based Tourism Management Processes.

Tue, 30 Jun 2026 00:00:00 +0700

This study employs a mixed-methods research approach. Quantitative data were collected from 35 participants, While qualitative data was gathered from 12 Key informants. Data analysis was conducted using statistical software and content analysis. The findings revealed that the majority of respondents were female, under 30 years of age, had a monthly income of less than 15,000 Baht. Were students and actively participated in community activities. The Qualitative findings identified three primary development guidelines: Raising Awareness, There should be a concerted effort to instill a sense of preservation and conservation among local youth. This can be achieved by encouraging them to study historical information and culture significance in order to facilitate knowledge transfer to tourists and the general public. Product and Service development: Unique local products reflecting the identity of the tourist destination such as keychains, bookmarks, notebooks, and postcards, should be developed as valuable community resources. Service development should include, traditional Thai massage, herbal compress, foot massage, and herbal foot baths to align with the identity of "Prasat Mueang Kao" or Arokayasala during the reign of King Jayavarman VII. Historical Tourism development: Community stories and historical narratives should be creatively communicated to tourists through activities such as short plays, traditional dance performances, and events organized on significant occasion. Furthermore, the local identity of the historical tourist destination should be promoted through traditional weaving, local cuisine, traditional desserts, and locally crafted souvenirs. These initiatives aim to enhance historical tourism through community-based learning activities, offered in the form of one-day or two-day tour programs.

A Study of Costs and Returns: A Case Study of Khok Lam Village’s Grilled Catfish Chili Paste to Promote Community Economy

Benjamas Apsitpinyo, Wiwat Apsitpinyo, Apiwat Pechwong, Panupong Baipho — Tue, 30 Jun 2026 00:00:00 +0700

This research aimed to examine the production costs and returns of grilled catfish chili paste in the Ban Khok Lam community, as well as to analyze business challenges and development guidelines to promote the local economy. A mixed-methods approach was employed. Data were collected from six members of the producer group through in-depth interviews, participant observation, and financial document analysis. Quantitative data were analyzed using descriptive statistics, while qualitative data were examined through content analysis. The study found that the group had total production costs of 58,406 Baht per year, with manufacturing overhead being the largest component at 45.76%, followed by direct materials at 41.91% and direct labor at 12.33%. In terms of returns, the group generated an annual sales revenue of 99,000 Baht and a net profit of 36,634 Baht per year, representing a high net profit margin of 37%. Furthermore, the return on investment was as high as 183.17% per year, reflecting the high profitability of the business. However, the group still faces challenges in management, accounting, and marketing. Despite these challenges, the business demonstrates high potential for generating revenue and profit. Therefore, the group should focus on developing a cost control system and systematically managing income and expenses, coupled with enhancing financial literacy among members. Furthermore, improving packaging and utilizing online media to expand the customer base are crucial. These approaches will strengthen the business and support sustainable community economic development.

Guidelines for Cultural Landscape Management for Museum Tourism: A Case Study of Hua Lamphong Railway Station, Bangkok

Phatthira Pudwong, Jitthanan Metis, Rathirat Kheawmesuan — Tue, 30 Jun 2026 00:00:00 +0700

This research aimed to survey the cultural landscape of Hua Lamphong Railway Station and propose management guidelines for museum tourism within the station area. Data were collected through in-depth interviews and surveys with a total of 30 participants, including officers, employees, and tourists. The collected data were then analyzed using content analysis.
The findings revealed that Hua Lamphong Railway Station has three patterns of cultural landscape: intentionally designed landscapes, organically evolved landscapes continuing to the present,
and associative cultural landscapes. These patterns possess high potential for development as
a museum tourism destination. Furthermore, the proposed guidelines for managing Hua Lamphong cultural landscape for museum tourism encompass three key aspects. First, modern museum management should emphasize knowledge management, visitor experience, and systematic collection management. Second, spatial exhibition allocation should utilize the first floor to narrate history via miniature trains and multimedia to create immersive experiences, while the second-floor displays antiquities and artworks, linked by the historical staircase. Third, conservation
and adaptive reuse must prioritize preserving the original architectural identity while developing the surrounding area into a creative economy district aligned with contemporary societal contexts.

The Development of Trust from guānxi to xìnrèn in Business Relationships between Thai Entrepreneurs and Chinese Partners

Anupong Thuengnaitham, Nongnuch Thuengnaithamma — Tue, 30 Jun 2026 00:00:00 +0700

This research aims to : 1) analyze the transitional process and behavioral tipping points that shift business relationships from transactional guānxi to emotional xìnrèn within Thai-Chinese business context; 2) examine the roles of rénqíng and xìnyòng as driving factors and mediating mechanisms linking transactional guānxi to emotional xìnrèn; and 3) investigate the antecedents and outcomes of xìnrèn as a governance mechanism that extends beyond legal contracts, contributing to reduced transaction costs and sustainable competitive advantage. Employing qualitative research methodology, data were collected through semi-structured in-depth interviews with ten Thai entrepreneurs who had a minimum of five years of business experience with Chinese partners. The findings identified six interconnected themes: 1) the transition from transactional relationships to emotional bonds; 2) crisis as evidence of xìnyòng and catalyst for development of xìnrèn; 3) zìjǐrén status and the reduction of transaction costs; 4) miànzi as an emotional governance mechanism preserving long-term trust; 5) high-context communication as an indicator of xìnrèn; and 6) xìnrèn as a conflict mitigation and relationship preservation mechanism. This research extends Social Capital Theory by empirically distinguishing between structural capital (guānxi) and relational capital (xìnrèn), and proposes that deep trust emerges through critical events rather than through accumulation over time alone.

The Impact of the Policy Rate and Inflation on the Stock Exchange of Thailand Index during 2014-2023

Sapanna Thammasrisan — Tue, 30 Jun 2026 00:00:00 +0700

This study aimed to examine the effects of the policy interest rate and inflation rate on the Stock Exchange of Thailand (SET) Index using monthly secondary data from January 2014 to December 2023. The data were analyzed using a multiple linear regression model. The results show that the overall regression model is statistically significant and can explain 18.2 percent of the variation in the SET Index. When considering the individual effects of the variables, inflation was found to have a statistically significant positive effect on the SET Index at the 0.05 significance level, whereas the policy interest rate was not statistically significant at the 0.05 level. These findings indicate that movements in the SET Index during the study period were more closely associated with inflation than with changes in the policy interest rate. These findings provide useful input for monetary policy formulation, capital market analysis, and investment decision-making. However, this study is limited by its use of domestic data only and by the selection of only a few independent variables.

Development of an Online Product Management System for NP Mushroom Community Enterprise in Ban Suan Maprao Community Agriculture, Songkhla Province

arnon Buasri, Wallapa Pattana, Chidchanok Makchuea — Tue, 30 Jun 2026 00:00:00 +0700

This research employed a research and development approach. The objectives were to: 1) develop an online product management system for the NP Mushroom Community Enterprise, Ban Suan Maprao Community Agriculture, Songkhla Province, using the System Development Life Cycle (SDLC) framework; 2) evaluate users satisfaction with the developed system; and
3) synthesize managerial guidelines for system implementation, maintenance, and expansion to other community enterprise contexts. The sample consisted of 385 consumers who had purchased processed mushroom products in Songkhla Province, selected through multi-stage sampling. The research instruments were a system requirements questionnaire and a satisfaction evaluation form, which had an IOC value of 0.896 and a Cronbach’s alpha coefficient of 0.962. Data were analyzed using frequency, percentage, mean, and standard deviation. The findings revealed that: 1) the developed system systematically managed product information, product categories, members, and orders, while increasing online distribution channels for the community enterprise; 2) overall user satisfaction was at the highest level (x̄ = 4.85) and 3) the synthesized managerial guidelines encompassed data-driven management, digital marketing integration, customer data management, system governance, data backup, and expansion through mentoring mechanisms and community networks to support continuous and sustainable system utilization.

Development of an Online Learning Module on Geoparks and Fossil Conservation in the Khorat Geopark Area

Abhisith Doemsuntia, Metee Thongdee, Siwawich Chan-aran — Tue, 30 Jun 2026 00:00:00 +0700

This study aimed to 1) investigate learning needs and determine appropriate content related to geoparks, geotourism, and fossil conservation in the Khorat Geopark area, 2) design and develop an online learning module on geoparks, geotourism, and fossil conservation in the form of a web application, 3) compare learners’ academic achievement before and after using the developed online learning module, and 4) evaluate learners’ satisfaction with the content, presentation format, and usability of the online learning module. The sample consisted of 30 participants, including students, teachers, and members of the general public, selected through purposive sampling. The research instruments included questionnaires and achievement tests. Data were analyzed using mean and standard deviation.

The results revealed that 1) the target group had a high level of learning need regarding geoparks and fossil conservation, 2) the developed online learning module, created using PHP and MySQL database, functioned efficiently, 3) learners’ post-test mean score ( x̄= 17.37, S.D. = 1.19) was higher than the pre-test mean score (x̄ = 9.83, S.D. = 1.44), and 4) overall learner satisfaction with the module was at the highest level ( x̄= 4.50, S.D. = 0.53). In conclusion, the developed online learning module is an effective tool for disseminating knowledge and promoting georesource conservation in the Khorat Geopark.