Burapha Journal of Business Management Burapha University

Analysis Of Branding in Higher Education Institutions: Approaches and Their Influence on Institutional Success

Akenarin Chocknakawaro — 2025-12-26

Branding in higher education institutions has become a critical strategy for enhancing competitiveness in the context of globalization, particularly in the digital era where social media plays a vital role in sustaining long-term relationships with students. This study aims to synthesize branding approaches and examine their impacts on institutional success through a bibliometric analysis using VOSviewer. A total of 499 articles published between 1998 and 2024 were retrieved from the Scopus database. The findings indicate that higher education branding consists of two primary dimensions: 1. Brand Capability, which emphasizes institutional identity and distinctiveness, and 2. Emotional Benefits of Brands, which foster trust, positive relationships, and student engagement.
Moreover, the analysis highlights a significant surge in research after 2018, reflecting the increasing complexity of higher education marketing and brand communication. This study underscores the strategic role of branding in driving sustainability and enhancing institutional distinctiveness at the global level. It also provides directions for future research, particularly in the context of Thailand, to further advance knowledge in this field.

A Strategic Training Framework for Enhancing Hotel Service Quality to Attract Chinese Tourists: A Qualitative Study

Paitoon Boonsri — 2025-12-26

Tourism is one of the main drivers of the Thai economy, with Chinese tourists being an important market for the hotel industry. However, changing tourist behaviors and increasing competition from neighboring countries require Thai hotels to adapt to better meet this market's demands. This qualitative development research aims to develop a training program as a strategic approach to attract Chinese tourists through hands-on training programs. Data was collected through in-depth interviews with 17 participants, including Chinese tourists and hotel staff who directly interact with customers. The collected data was qualitatively analyzed, and a structured training program was designed and validated using the connoisseurship approach. The results of the study indicate that an effective training program should consist of six key modules: (1) Excellent Service, (2) Chinese Language Training for Communication, (3) Outstanding Hospitality Skills, (4) Turning Problems into Positive Impressions, (5) Technologically Enhanced Service, and (6) Sales Strategies for Chinese Tourists. This training program can be implemented to improve service quality in line with Chinese tourists' expectations, which will ultimately increase customer satisfaction and strengthen the competitiveness of Thai hotels in the tourism industry.

Media Exposure and Marketing Mix Factors Influencing the Decision Making on Participating the Half Marathon of Runners in Bangsaen 21 Running Event, Thailand

Saralee Sonchan — 2025-12-26

This research investigates 1) the media exposure, service marketing mix, and decision-making of runners participating in the Bangsaen 21 Half Marathon in Thailand; 2) the influences of media exposure through the participation in the Bangsaen 21 Half Marathon of runners in Thailand; and 3) the influences of the service marketing mix on the decision-making of runners in the Bangsaen 21 Half Marathon in Thailand. This research is conducted using the quantitative method. The survey is used to gather the data from 400 samples. The non-probability sampling method is applied to choose the samples with the purposive sampling method. Data are analyzed by using descriptive statistics and regression analysis with a statistical significance level at 0.05.
The findings revealed that 1) the samples exposed to content through Facebook with the highest level, had satisfaction of the service marketing mix on Product with the highest level, and the post-event evaluation in decision-making of the Bangsaen 21 Half Marathon with the highest level; 2) the exposure of media had an effect on participation in the Bangsaen 21 Half Marathon; and 3) the 7P’s marketing mix had an effect on participation in the Bangsaen 21 Half Marathon by the regression analysis. Together, media exposure and the marketing mix can explain 69.6% of the variability in decision-making regarding participation in the Bangsaen 21 Half Marathon among runners in Thailand.

The Dynamics of the Relationship Between Exchange Rates and the Thai Stock Market: Empirical Evidence from the SET50 Index Using the ARDL Model

Chavalit Kitkanasiri — 2025-12-26

This research examines the impact of exchange rates on the SET50 index level of the Stock Exchange of Thailand, using monthly data covering a 10-year period from January 2013 to December 2022. The analysis employs the Autoregressive Distributed Lag (ARDL) model, which is well-suited for macroeconomic time-series data characterized by volatility and external influences, and allows for the assessment of both short-run dynamics and long-run relationships within a unified framework. The empirical findings indicate that exchange rates do not exhibit a long-run relationship with the SET50 index level. Likewise, the control variables—interest rates and the consumer price index (CPI)—show no significant long-run effects. However, in the short run, changes in the exchange rate significantly affect fluctuations in the SET50 index, suggesting that the stock market responds sensitively to short-term movements in currency values. Based on these results, it is recommended that policymakers prioritize the management of short-term exchange-rate volatility, as it has a direct impact on the capital market. Maintaining the stability of the Thai baht can help reduce financial-market uncertainty, strengthen investor confidence, and support stable economic growth. Moreover, the absence of a long-run relationship implies that the Thai stock market—particularly the firms that constitute the SET50—is more responsive to short-term news and investor expectations rather than long-term fundamental factors. Therefore, enhancing the clarity, transparency, and timeliness of economic data dissemination and monetary-policy communication would help mitigate short-term volatility arising from uncertainty in the financial market.

Structural Equation Model of Climate Change Awareness on Intention and Green Growth toward Social Enterprise Performance in Thailand

Pongnarin Pitjatturat — 2025-12-26

This research aimed to study structural equation model of climate change awareness on intention and green growth toward social enterprises performance in Thailand. The population used was social enterprises in Thailand. Research Instrument was a questionnaire, from a total population of 321 enterprise, 162 enterprise were returned as samples. Data analysis using partial least squares (PLS) path modeling. The findings revealed that climate change awareness positively influenced social enterprise intention, green growth, and social enterprise performance in Thailand. Furthermore, green growth positively influenced social enterprise performance. Moreover, climate change awareness indirectly influenced social enterprise performance through the mediating role of green growth. However, this article offers significant value through reflection of perspective from theoretical and practical contribution toward social enterprise executive, scholar, researcher, and entities involved in the social enterprise in Thailand. The research serves as a guide for formulating policy frameworks, strategic planning, and improving social enterprise performance in Thailand.

An Application of The Theory of Planned Behavior to Predict the Purchase Intention Plant-Based Milk

Paul Kalin — 2025-12-26

Fueled by the growing interest in its potential benefits, plant-based milk consumption has surged in the recent years. The purpose of this paper is to examine the influence among the factors: health consciousness, attitude and the purchase intention of plant-based milk.
Using the convenience sampling approach, this study collected data from 400 young adult consumers aging from 20-45 years old, living in Bangkok, who have experience in consuming plant-based milk. The data were then analyzed through descriptive and structural equation modeling analysis.
The findings show that individuals consume plant-based milk on a weekly basis and purchase plant-based milk in a retail store format such as supermarket or hypermarket. The results also indicate significant influence among the variables. Health consciousness significantly influences both attitude and purchase intention, while attitude also exerts a significant positive effect on purchase intention.
This study makes two key contributions. Theoretically, it enriches the understanding of consumer behavior in the context of plant-based milk by demonstrating the mediating role of attitude in the relationship between health consciousness and purchase intention. Practically, the study provides valuable insights for food marketers and product developers, suggesting that strategies emphasizing health benefits and shaping positive consumer attitudes can effectively drive purchase decisions.
However, the study’s focus on a single urban area and a limited set of psychological factors may limit generalizability. Future research is encouraged to examine other geographic regions and explore additional variables that may influence consumer intention toward plant-based milk.

Proposing the Strategies for Sustainable Development Tourism of Coastal Recreational Fishery:A Case Study of Qingshan Fishing Village, Qingdao, China

Wen Zhaoyun — 2025-12-26

This study aims to: (1) analyze the current state of recreational fishery tourism in Qingshan Fishing Village; (2) evaluate its internal and external influencing factors; and (3) propose sustainable development strategies. A qualitative research approach was employed, incorporating in-depth interviews with 12 stakeholders. To identify key drivers and barriers, the study utilized a combination of weighted SWOT analysis, TOWS Matrix, Quantitative Strategic Planning Matrix (QSPM), and PESTEL analysis as part of the situational analysis model. Findings reveal that, despite Qingshan’s abundant tourism resources, distinctive culture, and ecological assets, it faces limitations such as insufficient infrastructure, weak service systems, product uniformity, talent shortages, and transportation challenges. External opportunities include rising market demand, ecotourism growth, and cultural-tourism integration, while threats stem from intense competition, delayed digital transformation, and commercialization pressures. Based on these insights, the study recommends strategies such as diversifying recreational offerings, integrating ecological and fishery elements, advancing smart tourism, enriching cultural and immersive experiences, fostering local talent, upgrading infrastructure, and enhancing marketing and product differentiation to promote sustainable tourism development

The Impact of Consumers’ Perceptions and Reference Groups on Consumers’ Behavioral Intention Towards Electronic Products and The Electronic Waste Problem

Narissara Parkvithee — 2025-12-26

This study aims to investigate the development of a causal relationship model incorporating the three latent variables, which are consumers’ perceptions of e-goods and the e-waste problem, reference group influence, and consumers’ behavioral intention. The research employed a quantitative approach to gather data in Thailand for enterprises that are associated with personal computers and mobile phones market segment of electronic product industry. An online survey approach using a self-administered questionnaire as a research tool was implemented. Researchers conducted a path analysis with latent variables by employing the structural equation modeling (SEM) to analyze the data through AMOS version 24. The findings suggest that the development of a causal relationship model indicated quite good congruence with empirical data. In addition, consumers’ perceptions and reference group appear to be potential determinants and play a role in influencing consumers’ behavioral intention in the aspects of product utilization and word-of-mouth.