Asian Administration and Management Review

DEVELOPING A STRATEGIC BUSINESS MODEL FOR LOGISTICS SERVICE PROVIDER AFTER THE COVID-19 OUTBREAK IN THAILAND

Winyu PROYKRATOK — 2024-11-18

The COVID-19 pandemic severely affected Thailand’s Logistics Service Providers (LSPs), requiring businesses to adapt rapidly to changing conditions. This study evaluates the pandemic's impact on Thai LSPs, examines factors influencing their adaptation, and proposes a post-pandemic business strategy model. A mixed-methods approach was employed, with qualitative data from 15 experts and quantitative data from 385 LSPs analyzed using SPSS and AMOS. Confirmatory Factor Analysis and Structural Equation Modeling were used to test hypotheses and investigate relationships among variables. The findings reveal the significant disruptions to supply and demand within the logistics sector caused by COVID-19, highlighting the necessity for operational changes among LSPs. The study underscores the importance of various factors in shaping adaptation strategies, providing empirical support for the proposed framework. The resulting business strategy model serves as a practical guide for LSPs to navigate challenges and opportunities post-pandemic. This research enhances the understanding of crisis management and organizational resilience, contributing to logistics industry discussions on supply chain adaptability and sustainability. The proposed strategies offer valuable insights for logistics professionals and policymakers to mitigate future disruptions and strengthen supply chain resilience.

PEOPLE'S PARTICIPATION IN DEVELOPING THE CAPITAL CITY OF LUANG PRABANG TOWARD A SMART CITY

Villiam PHOTHONG — 2024-11-18

The research aims to 1) investigate the people's knowledge and understanding of the development of Luang Prabang as a smart city and 2) investigate the external environmental factors that influence people's involvement in the transformation of Luang Prabang into a smart city. The study's sample group comprises 153 indigenous individuals from the Xiengthong, Wat That, Visoun, and Mano groups residing in the World Heritage Area. We utilized a questionnaire to gather data and statistics, including frequency, percentage, average value, and standard deviation. We then analyzed the survey data using multiple regression equations. The research findings revealed that the study examined the knowledge and understanding of Luang Prabang's development as a smart city among 293 residents of the World Heritage area. Overall, the level of knowledge about Luang Prabang's development as a smart city is high, accounting for 50.33%. This is followed by an intermediate level of knowledge-understanding at 28.10%, and a low level of knowledge-understanding at 21.57%. 2) The level of external environmental factors, with an average value of 3.95 and a standard deviation of 0.69, significantly influences participation in the development of Luang Prabang capital towards a smart city, with a mean value of 3.62 and a standard deviation of 0.88. Two external environmental factors, namely social and regulatory-legal factors, significantly influence people's participation in the development of Luang Prabang capital towards a Smart City, showing a positive correlation at a statistical significance level of 0.05. As for political factors, economic factors, technological factors, and natural environment factors, there is no effect on participation in the development of Luang Prabang capital to become a smart city at a statistical significance level of 0.05.

SUSTAINABLE FOOD TOURISM: IMPACTS, OPPORTUNITY, AND CHALLENGES IN THE MODERN ERA

Maneenate WORRACHANANUN — 2024-11-18

Food tourism has recently emerged as a significant trend in the global tourism industry, especially after the COVID-19 outbreak, as people are looking for some pleasurable experience such as authentic culinary experiences. This study aims to explore how food tourism can promote sustainability by examining its economic, socio-cultural, and environmental impacts. The researcher uses qualitative research methods, in-depth interviews were conducted with key stakeholders, including local producers, restaurant owners, tourism operators, and sustainability experts. The findings reveals that sustainable food tourism plays a significant role in local economies by promoting farm-to-table practices and local ingredients sourcing, and enhancing economic resilience. However, there are some challenges emerged in the food tourism scene, such as the high costs of sustainable preactice and the risk of over-commercialization were found. In socio-culturally aspect, food tourism helps preserve local culinary traditions, but concerns about the loss of authenticity due to the influence of global tourist preferences were raised. On the environmental aspect, sustainable practices in food tourism such as reducing food waste and promoting organic farming are mitigating negative impacts, though over-tourism and resource depletion remain significant challenges.

FACTORS AFFECTING ONLINE PURCHASE INTENTION VIA SOCIAL MEDIA: A COMPARATIVE STUDY OF YOUNG CONSUMERS IN THAILAND AND GERMANY

Daniel Schüler — 2024-11-18

Social media plays an important role in the future of online marketing and e-commerce. Social media advertisement has become a very efficient way of promoting goods online. Due to the increasing number of social media platforms and online users, the potential of e-commerce is constantly expanding. A particularly important target group for marketers is the so-called Generations Y and Z. It is one of the main goals for businesses to attract people from this demographic group and get them to purchase offered products or services. The lack of research on social media purchasing behavior comparing Southeast Asia and Europe is a central goal and a motivation for this research to create new knowledge. The following article’s objectives are to draw a comparison between Thai and German social media users from Generation Y and Z and determine factors that influence their purchase intention while shopping through online social media platforms. Data was collected through a structured, quantitative survey questionnaire. A sample of 400 persons was drawn using convenience sampling. SPSS 22 statistics and structural equation modeling through SPSS AMOS 22 were used to analyze the data. The results indicated that attitudes positively influence purchase intention, with a β-Value of 0.501 in Thailand or 0.64 in Germany. At the same time, the Subjective Norm did not fit in the 95% confidence interval in the t-test and was therefore considered to be not significant. This implies that in both countries, young consumers focus on factors like personal beliefs and lifestyle, which corporations operating in the country can use to enhance potential clients' purchase intention.

YOUNG LABOR SHORT AGES IN THE FOOD AND AGRICULTURE SECTOR CASE STUDY: LIVESTOCK IN LUANG PRABANG, LAO PDR.

Sangviane VILAIPHONE — 2024-11-18

The study aimed to investigate two key areas: 1) the scarcity of young workers in the agricultural sector in Luang Prabang and 2) the factors and impacts of this shortage in livestock on the province's food supply. The study is conducted in five districts of Luang Prabang: Luang Prabang City, Pak Ou District, Phon Xay District, Nam Bak District, and Phou Khoun District. The data is collected through a questionnaire and interviews. The following sample groups are utilized: the consumer group, the animal trader group, the butcher group, the slaughterhouse owner group, the pig farmers, the cattle farmers, the poultry farmers, and the goat herders. The quantitative data is analyzed using SPSS. The study on the shortage of young workers in the livestock sector in Luang Prabang, Lao PDR, revealed that the socio-economic situation in Laos is leading to a decrease in the number of young workers in this sector. This study, conducted from November 2023 to April 2024, investigates young labor shortages in Luang Prabang's agricultural sector. The high cost of living has forced domestic workers to relocate for new employment opportunities. Most of the primary workers, young people, migrate to work in big cities, special economic zones (the Golden Triangle), and minimum-wage jobs in Thailand, causing a lack of domestic workers. Most of the workers are unskilled workers, have low technical knowledge of animal husbandry, are raw workers, and many young workers are not interested in animal husbandry. In agriculture, labor is only 41.7%.

THE INFLUENCE OF NATIONAL CULTURAL DIMENSIONS ON THE BUSINESS OPERATIONS OF MUSLIM ENTREPRENEURS IN CHIANG MAI, THAILAND

Pichaphop PANPHAE — 2024-11-18

This research examines the national cultural dimensions that influence the business operations of Muslim entrepreneurs in Chiang Mai, Thailand. The study employs Confirmatory Factor Analysis and synthesizes the model using the Multiple Indicators Multiple Causes Model with the AMOS software. The unit of analysis consists of 321 Muslim entrepreneurs in Mueang Chiang Mai. It was found that Muslim entrepreneurs in Chiang Mai place the highest importance on organizational learning and growth. Internal processes rank second, followed by business performance and customer-related factors. The cultural dimension factors affecting business performance, ranked by total path coefficients, are masculinity and femininity, time orientation in work and life, individualism and collectivism, and power distance. The cultural dimension of Uncertainty avoidance had no significant effect on business operations. The qualitative research indicated that all cultural dimension factors impact business performance, which differs from the quantitative findings. The study’s recommendations include promoting gender equality in the workplace, developing time management training programs, creating mechanisms to support adaptability to uncertainty, and enhancing cultural understanding in business management. These will enhance the capabilities of Muslim businesses in Chiang Mai and foster a conducive environment for long-term development and sustainability.

ENVIRONMENTAL UNCERTAINTY AND BUSINESS MODEL OF SATO SADED-NUM BUSINESS IN YALA, THAILAND

Nattee KACHORNKITTIYA — 2024-11-18

This study aimed to analyze the environmental uncertainty and business models of the Sato Saded-Num (Parkia Speiosa Hassk) business in Yala, Thailand. The sample included farmers, collectors, and processors/entrepreneurs involved in a research project that conducts economic activities related to Sato in five districts of Yala. Qualitative data was collected through structured interviews based on a business model framework. Environmental uncertainty was analyzed quantitatively, while business goals, issues, and development needs were analyzed qualitatively using frequency and percentage analysis. The Sato business model was analyzed qualitatively through content analysis. Three groups were identified based on environmental uncertainty: high demand and supply uncertainty, low supply and high demand uncertainty, and low demand and supply uncertainty. Business goals across these groups centered on five Sato product types: fresh, frozen, chilled, dried, and seasoned Sato. Most entrepreneurs focused on long pods/fresh Sator and peeled, halved, and frozen Sato. The primary challenges identified were customer acquisition and aligning product value propositions with market demands. The analysis resulted in a business model centered around peeled, fresh, and chilled Sato (OEM), emphasizing the value of fresh, peeled Sato. A checklist can be used to identify uncertainties that can be leveraged to align the business model with its context better.

ENHANCING CUSTOMER-FOCUSED STRATEGY THROUGH FIRM MANAGEMENT CONTROL SYSTEM AND FIRM CAPABILITIES: A STUDY OF FINANCIAL SERVICES SECTOR

Kittisak Wongmahesak — 2024-11-30

Existing literature often examines the impact of an organization's strategic performance measurement system (SPMS) on its customer-focused strategy (CFS) in various situations. Nevertheless, in the unusual setting of the financial services sector (FSS) in underdeveloped countries, the ability of the system to have a positive effect on the firm’s strategy by affecting the uncommon internal and external capabilities (IEC) of the organization has indeed failed to carry out a comprehensive academic investigation. The aim of the current study is to fill this gap by using FSS within the context of Thailand. Findings show that SPMS helps improve the organization's robustness and market orientation by playing a positive role in their CFS from three different aspects - organizational learning (OL), customers, and competitors. Researchers suggest that effective CFS would be achieved by focusing the SPMS of the organization to have a positive impact on OL, which ultimately results in a high level of competitiveness for the company in the market. In the specific context of the FSS of an underdeveloped country, the unexplored relationship among the strategic performance measurement system, the CFS, and the firm’s IEC not only fills the research gap but will also stimulate new academic discussion. This research would contribute to advancing management accounting methods in developing countries' service institutions.

THE CAUSAL FACTORS OF LEISURE SPACES AND THEIR IMPACTS ON REVISIT: A CASE STUDY OF COMMUNITY MALL IN SONGKHLA, THAILAND

Laphassawat SUBPHONKULANAN — 2024-12-15

This study examines two key objectives: 1) the impact of the physical environment, encompassing location, facilities, and tenant composition, on the quality of leisure spaces in community malls, and 2) the influence of leisure spaces on customers’ intention to revisit community malls. Employing a non-probability convenience sampling method, data were collected via questionnaires distributed at the Hat Yai Village project in Songkhla, Thailand, with a total sample size of 800 respondents. Structural equation modeling was utilized to analyze the data. The reliability of the constructs, as measured by Cronbach's alpha, showed high internal consistency: physical environment (α = 0.911), leisure space (α = 0.950), and revisit intention (α = 0.912). The findings reveal that location, facilities, and tenant mix significantly influence leisure spaces, which, in turn, play a critical role in shaping customers’ intentions to revisit community malls. These results underscore the importance of strategic development of physical environments to enhance leisure spaces, thereby boosting the competitiveness of community malls. The study’s insights contribute to the advancement of community mall management and planning, with implications for sustainable urban development in Songkhla and beyond.