Burapha Journal of Business Management Burapha University

A Development of Augmented Reality (AR) Web Application enhancing Historical and Cultural Tourism

2025-04-09T14:36:19+07:00

This research aims to apply augmented reality (AR) web application technology to develop and promote historical and cultural tourism at Chan Palace and the Sa Song Hong community, which are significant cultural heritage sites in Phitsanulok Province. Although the community holds valuable historical narratives and cultural significance, the current methods of presenting information remain traditional and may not effectively engage modern digital-era tourists.
AR technology was utilized to create 3D models of Chan Palace and the Sa Song Hong community, along with supplementary content such as historical narratives, images of ancient artifacts, and multimedia to enhance interactivity between users and heritage sites. Tourists can access this information via AR-enabled devices, such as smartphones, allowing for in-depth exploration and learning of historical content.
The development and pilot testing of the AR web application prototype with 60 tourists interested in using AR technology in Phitsanulok revealed that the application significantly improved users’ knowledge, historical understanding, and engagement. Moreover, the technology has the potential to enhance the tourism capacity of local communities, support income generation, and contribute to the preservation of local culture. This approach serves as a model for developing historical and cultural tourism in similar regions and aligns with Thailand’s sustainable development goals related to cultural heritage conservation and the advancement of smart tourism both nationally and internationally

Potential development of health establishments according to SHA standards in Bang Rak area Bangkok

2025-01-08T09:09:37+07:00

This study aimed to (1) examine the current conditions of health establishments in Bang Rak District, Bangkok, (2) assess and compare the level of knowledge among business operators before and after training based on the Amazing Thailand Safety and Health Administration (SHA) standards, (3) develop the establishments to meet SHA certification standards, and (4) analyze the enabling and hindering factors affecting the implementation of SHA standards. This research employed a research and development (R&D) approach using mixed methods. A purposive sampling technique was applied to select 15 uncertified health establishments. Qualitative instruments included semi-structured interviews, observational checklists, SHA assessment forms, participatory observation forms, and follow-up reports. Quantitative tools comprised knowledge assessment forms and a training manual for capacity development of health establishments. Qualitative findings revealed key obstacles such as procedural complexity, limitations in personnel and budget, and lack of understanding about SHA standards. However, business operators expressed positive attitudes and intentions to participate in the certification process to enhance business credibility. Quantitative results indicated an increase in SHA knowledge scores from a pre-training average of 7.64 to a post-training average of 9.78. All 15 establishments successfully achieved SHA certification. The study demonstrates that capacity development aligned with SHA standards not only enhances service quality but also equips establishments to effectively respond to public health crises such as the COVID-19 pandemic.

Analysis of Facial Cosmetic Surgery Behavior and Motivation of Generation Z Consumers in Khon Kaen Province

2024-11-20T13:05:46+07:00

This research aims to examine and analyze the behavior and motivations of consumers seeking facial cosmetic surgery and to propose marketing planning for beauty businesses that align with the behaviors of Generation Z consumers in Muang District, Khon Kaen Province. The study involved distributing questionnaires to 400 consumers and conducting structured interviews with 12 consumers. The results showed that most facial cosmetic surgery consumers are female, aged between 21 and 23, with a monthly income of 15,001-20,000 Baht. Popular non-surgical cosmetic procedures include laser treatments for skin clarity, Botox, and Pico for acne scars, while popular surgical procedures include rhinoplasty, lip augmentation, and chin enhancement. The most significant motivations include the desire to boost self-confidence, the credibility and expertise of the doctors, reasonable prices in relation to quality and service, safety standard certifications, and consultations provided by doctors both before and after the procedures. Consumers typically seek information and consider the reputation and reliability of the hospital or beauty clinic, the surgeon's expertise, and the appropriateness of costs relative to the services and quality received through online media. They often compare results with their expectations before receiving the services. Those who have undergone facial cosmetic surgery express a desire for additional services in the future and are willing to recommend and share their experiences with others seeking advice.

The Mediating Role of Learning Organization in the Relationship between Human Capital and Organizational Performance: Evidence from Public Companies in Thailand

2025-03-26T14:08:47+07:00

The objectives of this study were as follows: 1. to examine the congruence of the developed model of human capital and learning organization in influencing organizational performance. 2. To investigate the causal relationship between human capital and learning organization and their influence on organizational performance. The population of this research comprises 269 top management representatives from Thai public companies. The data collection tool was a structured closed-ended questionnaire employing a five-point Likert scale. The questionnaire was divided into three parts: human capital, learning organization, and organizational performance. The statistical methods employed were mean, standard deviation, and structural equation modeling (SEM).
This study investigates the causal relationships between human capital, learning organization, and organizational performance among publicly listed companies in Thailand. The empirical analysis confirms that the proposed structural model fits the observed data well. Specifically, human capital significantly predicts learning organization, explaining 75% of the variance. In turn, the learning organization for 24% of the variance in organizational performance. Moreover, the learning organization was found to play a mediating role in the relationship between human capital and the performance of publicly listed companies in Thailand.

Comparative Analysis of the Touchpoint Model in the Purchase Decision Journey for Generation Y Consumers of Plants: Online vs. Offline Channels in Eastern Thailand

2025-02-14T16:07:31+07:00

The research aims to explore the pre-purchase touchpoints, the first process of customer journey for plant purchasing, both online and offline channels. It also describes the confirmatory factor analysis and proposes the touchpoint model. The sample of this mixed-method research is Y-generation in the Eastern part of Thailand, purchasing plants through both channels. The qualitative phase involved in-depth interviews of 20 consumers and examined content analysis. For the qualitative phase, the data collected from 400 consumers using questionnaires are analyzed through descriptive statistics and confirmatory factor analysis. The findings are integrated to develop the model.
The three purchase decision stages are awareness, information search, and alternative evaluation. For online consumers, we found five important touchpoints in the first stage: digital and social media marketing, offline sources and advertising, product quality and features, challenges, and services. In the second stage, only the information compared between online and offline platforms is mentioned. The last stage, we found four touchpoints: service and convenience, product quality and variety, trustworthiness and logistics. No alternative evaluation before purchasing is found. Similarly, for offline consumers, the touchpoints are almost the same as online consumers. The difference are the issue of challenge in the first stage. The issue of no alternative evaluation before purchasing is not mentioned. These insights contribute to a deeper understanding of consumer behaviors and provide strategic implications for businesses in the Plant market sector.

The Influence of Service Innovation, Product Quality, and Omni Channel Marketing on Loyalty through the Role of Brand Trust and Satisfaction

2024-12-26T14:07:03+07:00

This research aims to examine the influence of service innovation, product quality, and multichannel marketing on brand trust, satisfaction, and loyalty. The study specifically investigates how these factors interact through the mediating roles of brand trust and satisfaction. The sample group consists of 400 consumers in Thailand who have purchased and used Uniqlo products. A non-probability sampling technique, specifically purposive sampling, was employed to select participants. Data collection was conducted through structured questionnaires. The data were analyzed using descriptive statistics such as percentages and means, along with Structural Equation Modeling (SEM) to test the hypothesized relationships.
The research findings indicate that service innovation and product quality significantly influence customer satisfaction. Furthermore, product quality, multichannel marketing, and brand trust have a significant impact on brand loyalty. However, the study reveals that brand trust and satisfaction do not significantly mediate the relationship between service innovation, product quality, and multichannel marketing on Uniqlo’s brand loyalty in Thailand, at a statistical significance level of 0.01.
The results of this research provide valuable insights for developing effective marketing strategies and managing integrated marketing communications. Additionally, the findings emphasize the importance of enhancing service innovation to maximize efficiency, thereby strengthening the brand and providing a competitive advantage in the market.

Green Supply Chain Management and Managing the Green Enterprise Affecting Performances in Auto-Parts Manufacturers in Thailand

2025-01-02T15:04:08+07:00

The purpose of this quantitative study on Green Supply Chain Management and the management of green enterprises affecting performances in auto parts manufacturers in Thailand was to answer the guiding research question: Is there a significant relationship between Green Supply Chain Management practices and the performances of auto parts manufacturing companies in Thailand? The literature review revealed that the relationship between Green Supply Chain Management practices and the performances of auto parts manufacturing companies in Thailand had not been sufficiently explored despite the urgent industry need for these studies. As a methodological approach, SEM modeling was used to collect data from up to 400 respondents in the Thai car manufacturing industry from industrial estates in the provinces of Bangkok, Pathum Thani, Ayutthaya, Chonburi, and Rayong. The findings reveal that managing green enterprises significantly enhances performance and supports Green Supply Chain Management, which, in turn, positively impacts the performance of auto parts manufacturing companies in Thailand.

Macroeconomic Factors Influencing the Standard of Living in Lao PDR

2025-01-23T16:55:38+07:00

Laos People’s Democratic Republic (Lao PDR) has experienced a serious inflation problem which caused the price of goods and services to rise for several years up to the present. Moreover, the depreciation of the Kip currency compared to the US dollar and Thai baht, especially fuel price which is an imported commodity has increased. As a result, many people face hardships in daily life due to the rising cost of living. Therefore, this research aims to study the macroeconomic factors affecting the standard of living of Lao PDR. The dependent variable is GDP per capita which represents the standard of Living (STL). The data used was the secondary data of the annual time series from 1990 to 2023, a total of 33 years, and examined by a multiple regression model using the Ordinary Least Square method.
The findings indicate that the factors positively influencing STL in Lao PDR include the unemployment rate (UNEM), foreign direct investment (FDI), the industrial sector’s share of GDP (IND), and the exchange rate of kip to the U.S. dollar (EXUS). Moreover, a factor exerting a negative influence is the inflation rate (INF). However, other factors, such as GDP growth, and global oil prices did not significantly explain the STL. This research enhances the government sector in formulating policies to improve a better standard of living for the Laos people.