Journal of Management Science Nakhonratchasima University

Knowledge Management of Cultural Event Components to Promote Community Tourism at Talad Noi in Bangkok

Sumalee Nunthasiriphon, Nuaon Khrouthongkhie, Thidarat Ngamsukasemsri — Mon, 29 Dec 2025 00:00:00 +0700

This study integrated both qualitative and quantitative research methodologies. It aimed

to investigate the cultural context of the Talad Noi community in Bangkok. It also analyzed
the potential of components of cultural event organization. The objective was to propose
a knowledge management framework for organizing cultural events that promote community-based tourism. The qualitative data were analyzed using content analysis. Quantitative data from a questionnaire completed by 400 Thai tourists were examined using percentages, means, and standard deviations. The findings revealed that: 1) four categories of cultural context: physical culture, intangible culture, traditional crafts and occupations, and culinary traditions. 2) Twelve types of cultural activities were identified, including Chinese snack-making, traditional cooking, ritual practices, embroidery, beadwork, blacksmithing, local museum tours, architectural appreciation, café tours, art experiences, storytelling through images, and check-in spots. 3) Most tourists were male, aged 18-27, held a bachelor’s degree, and were students. 4) The study also highlighted three key components of cultural activity organization: (1) tourism resources with high potential in terms of facilities and activities, followed by accommodation and attractions, and (2) support for activity organization, with atmosphere creation being the most desired, followed by media usage and venue layout planning. Based on these findings, a five-step knowledge management approach was proposed to promote the sustainable preservation of community culture: (1) data collection,
(2) activity design, (3) community engagement, (4) brand development, and (5) information communications.

Factors Influencing Satisfaction of Chinese Customers Patronizing Spa Services in Bangkok

Anan Chieochankitkan — Mon, 29 Dec 2025 00:00:00 +0700

This study aimed to examine the factors influencing the satisfaction of Chinese customers patronizing spa services in Bangkok. The sample consisted of 385 respondents selected through accidental sampling. This study employed a quantitative research design, using a structured questionnaire to collect data from Chinese customers who had already patronized spa services
in Bangkok. The statistical tools employed for data analysis included descriptive statistics—such as percentages, means, frequency distributions, and standard deviations—as well as multiple regression analysis. The findings revealed that, at the 0.01 level of statistical significance, among all factors examined, physical evidence emerged as the most critical factor influencing Chinese customers' satisfaction with spa services in Bangkok, with a regression coefficient (B) of 0.281
(Sig. = 0.000). Subsequently, marketing promotion and price awareness demonstrated a regression coefficient (B) of 0.246 (Sig. = 0.000).

Factors Affecting the Use of Generative AI: A Case Study of the National Science Museum, Thailand

Arongkot Petkham, Waiwit Chanwimalueng — Mon, 29 Dec 2025 00:00:00 +0700

This research aimed to 1) study the creative use behavior of artificial intelligence and
2) examine the factors, based on the UTAUT2 framework, that influenced the intention to use creative artificial intelligence within the National Science Museum Organization. A quantitative research methodology was employed, applying the revised UTAUT2 framework to a sample of 158 individuals. Multiple regression analysis was used to analyze the data. The results showed that ChatGPT was the most popular tool, with users averaging 2-3 days per week to enhance creativity and develop skills. However, a significant skills gap was identified, with only 5.7% of users possessing advanced Prompt Engineering expertise. Multiple regression analysis revealed
that only two factors significantly positively influenced the intention to use: habit (β = 0.325,
p < 0.001) and social influence (β = 0.148, p = 0.047). Habit was the most influential factor, suggesting that creative artificial intelligence has been integrated into daily work routines rather than merely experimented with. Furthermore, intention to use AI had a highly positive impact on actual use (β = 0.591, p < 0.001). Practical recommendations include promoting the establishment of routine organizational work habits and developing AI governance for sustainable use.

Web Application Design and Development for Online Curry Paste Business: A Case Study of Ban Sai Luang Community, Khuan Khanun District, Phatthalung Province.

Patcharee Tippracha, Sasikamon Makkhai , Chainan Panyawutso, Nawaphol Thepnarin — Mon, 29 Dec 2025 00:00:00 +0700

This research aimed to design, develop, and evaluate user satisfaction with an online curry paste business web application for the Ban Sai Luang community, Khuan Khanun District, Phatthalung Province. A purposive sampling method was employed, consisting of two participant groups: (1) 22 users of the web application and (2) two system administrators, including the business owner and the web application administrator. The system was developed using MySQL, Xampp, and programming languages such as PHP, HTML, and CSS, following the System Development Life Cycle (SDLC) and database design principles. The study found that the developed web application effectively meets the needs of both end users and system administrators. User satisfaction with the web application was rated highest, particularly for mobile device usability (𝑥̄ = 4.91), followed by product search convenience (𝑥̄ = 4.86). The interface's aesthetic design received the lowest mean score ( 𝑥̄= 4.64). For system administrators, the highest satisfaction concerned the convenience of verifying payment status ( 𝑥̄= 4.68), followed by the ease of adding, editing, and deleting products (𝑥̄ = 4.64). The lowest rating was related to the flexibility in managing promotions and discounts (𝑥̄ = 4.36). In conclusion, the developed web application for the online curry paste business effectively met user requirements, demonstrated practical suitability, and has potential as a prototype for developing similar applications to support other community-based enterprises in the future.

Student satisfaction with the service operations process of Maejo University-Chumphon

Narong Yotin — Mon, 29 Dec 2025 00:00:00 +0700

This research was a quantitative research aimed to 1) examine the level of student satisfaction with services provided by internal university units, and 2) compare satisfaction levels classified by gender, field of study, and year level. The sample consisted of 344 undergraduate students from years 2 to 4. The research instrument demonstrated content validity (Index of Item-Objective Congruence = 0.89) and high reliability (Cronbach’s alpha = 0.932). Data were analyzed using descriptive statistics (percentage, mean, and standard deviation) and inferential statistics
(t-test and One-way ANOVA).

The findings indicated that students had a high level of satisfaction with the overall and dimensional aspects of service operation processes, with the highest satisfaction reported for facilities and physical environments. Comparative analysis showed significant differences in satisfaction by gender, while no significant differences were found across fields of study or year levels. Based on the research results, recommendations include enhancing service standards to meet diverse student needs, strengthening staff competencies in communication and proactive service delivery, and improving physical environments to enhance service accessibility, thereby elevating the student experience and reinforcing the university’s institutional image.

Model of Archeological and Cultural Heritage Tourism Route Management for Driving Economic Community at Upper Mun River

Chitsanupong Tanapiboonpong, Jirapat Thopon, Ekkarat Ekkasart — Mon, 29 Dec 2025 00:00:00 +0700

This research aimed to 1) study the potential of tourism resources, 2) create tourism routes, and 3) develop a management model for archaeological and cultural heritage tourism routes.
The target area comprised 6 locations, and the target group comprised 5 groups. Data collection tools included evaluation forms, questionnaires, and interviews. Data analysis employed descriptive content analysis and quantitative analysis using statistics such as frequency, percentage, mean,
and standard deviation.

The results showed that the overall potential of archaeological and cultural tourism resources in the upper Mun River basin was high, with a mean score of 4.02. Tourism attractiveness had the most significant potential. Regarding the creation of archaeological and cultural tourism routes in the upper Mun River basin, two programs were proposed: a one-day tour program, or the "2 Stones" route, encompassing tourism in two sub-districts: Hin Dad and Hin Khon; and a two-day tour program, or the "2 Stones, 4 Castles" route, encompassing tourism in Hin Dad and Hin Khon sub-districts, connecting with tourist attractions within Nakhon Ratchasima province, as well as connecting Nakhon Ratchasima and Buriram provinces. The research also included a model for managing archaeological and cultural heritage tourism routes, as well as a community-based tourism management approach that adheres to safety guidelines in tourist areas, encompassing planning, implementation, monitoring, and continuous development.

Cost and Return Analysis of Durian Cultivation in Mueang Prachinburi District, Prachinburi Province

wasana sanma; Benjamas Apisitpinyo — Mon, 29 Dec 2025 00:00:00 +0700

This research aimed to 1) examine the production costs of durian cultivation, 2) analyze the returns from durian cultivation, and 3) evaluate the financial feasibility of durian cultivation. The sample consisted of 35 farmers in Mueang Prachinburi District, Prachinburi Province, who had cultivated Monthong durian for at least three years and maintained cost–revenue records. Purposive sampling was employed, and data were collected through structured questionnaires and in-depth interviews. The analysis utilized percentage statistics, direct and total cost calculations, and financial feasibility indicators, including Net Present Value (NPV), Internal Rate of Return (IRR), Payback Period (PP), Return on Investment (ROI), and Profitability Index (PI).

The findings revealed that 1) the total production cost from land preparation to harvest averaged 195,283.33 baht, 2) the return on investment (ROI) ranged from 23.13% to 152.06%, with smaller production areas exhibiting substantially higher returns, while larger areas faced greater management burdens and lower per-rai efficiency; and 3) all area groups demonstrated financial viability, with IRR, ARR, NPV, PI, and payback periods falling within acceptable ranges. Small- to medium-sized farms achieved the highest returns and the shortest payback periods. In contrast, larger farms remained financially viable but required more extended payback periods due to higher management burdens.

Factors affecting the development of skills in accounting professional necessary in the era of artificial intelligence (AI) in the Northeastern region

Kasidit Dangmuenwai, Linnapat Wuttikanaokkan — Mon, 29 Dec 2025 00:00:00 +0700

This research aimed to 1) analyze the level of factors related to the development of essential accounting skills in the AI era in Northeastern Thailand, 2) assess the level of development of essential accounting skills in the AI era in Northeastern Thailand, and 3) analyze the relationship between various factors and the development of essential accounting skills in the AI era in Northeastern Thailand. The research population consisted of 382 accountants working in Northeastern Thailand, selected by using a purposive sampling method. Data were collected using a 5-point Likert-scale questionnaire. Descriptive statistics, including t-test, F-test, and multiple regression analysis, were used.

The research results showed that the overall factors influencing the development of essential accounting skills in the AI era were high. The overall development of essential accounting skills in the AI era was also high. Furthermore, factors influencing the development of essential accounting skills in the AI era, specifically technology, changes in the labor market, sustainability and ethics, and changes in standards and laws, had a statistically significant impact at the .05 level.