Burapha Journal of Business Management Burapha University https://so01.tci-thaijo.org/index.php/BJBM <p><strong>เปิดรับบทความวารสารการจัดการธุรกิจ มหาวิทยาลัยบูรพา</strong></p> <p>&nbsp; &nbsp; &nbsp; &nbsp; ตามที่ วารสารการจัดการธุรกิจ มหาวิทยาลัยบูรพา ได้ปิดรับบทความชั่วคราวผ่านทางระบบ Thai Journals Online (ThaiJO) เป็นระยะเวลา 6 เดือน ตั้งแต่วันที่ 15 กุมภาพันธ์ พ.ศ.2564 - 31 กรกฎาคม พ.ศ. 2564 เป็นต้นไป เนื่องจากมีจำนวนบทความเข้ามายังวารสารเป็นจำนวนมาก นั้น</p> <p>&nbsp; &nbsp; &nbsp; &nbsp; ในการนี้ ทางวารสารการจัดการธุรกิจ มหาวิทยาลัยบูรพา จึงขอเปิดรับบทความ ตั้งแต่วันที่ 3 สิงหาคม พ.ศ. 2564 เป็นต้นไป ทั้งนี้ ทางวารสารการจัดการธุรกิจ มหาวิทยาลัยบูรพา ได้เพิ่มเติมเอกสารประกอบการส่งขอยื่นพิจารณาบทความ และเพิ่มเติมหัวข้อในรูปแบบการตีพิมพ์ จึงขอให้ท่านตรวจสอบเอกสารและบทความของท่านก่อนส่ง ผ่านทางระบบ Thai Journals Online (ThaiJO)</p> <p>&nbsp;</p> <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;ประกาศ ณ วันที่ 30 กรกฎาคม พ.ศ.2564</p> <p>&nbsp;</p> <p>&nbsp; &nbsp; &nbsp; &nbsp; ด้วยคณะการจัดการและการท่องเที่ยว มหาวิทยาลัยบูรพา ได้จัดทำวารสารการจัดการธุรกิจ มหาวิทยาลัยบูรพา เพื่อเผยแพร่บทความวิชาการและบทความวิจัยทางด้านบริหารธุรกิจ เพื่อส่งเสริมให้มีการพัฒนาความรู้ทางวิชาการแก่สังคมและประเทศชาติ โดยมีวัตถุประสงค์ดังต่อไปนี้<br>&nbsp; &nbsp; &nbsp; &nbsp; 1. เพื่อเผยแพร่บทความวิชาการและบทความวิจัยที่มีคุณภาพทางด้านบริหารธุรกิจของบุคลากรทั้งภายในและภายนอกมหาวิทยาลัย<br>&nbsp; &nbsp; &nbsp; &nbsp; 2. เป็นสื่อกลางในการแลกเปลี่ยนความคิดเห็นทางวิชาการของคณาจารย์ นักวิจัย นักวิชาการ และนิสิต นักศึกษา<br>&nbsp; &nbsp; &nbsp; &nbsp; 3. ส่งเสริมและพัฒนาศักยภาพทางวิชาการของบุคลากร คณาจารย์ นักวิจัย นักวิชาการ และ นิสิตนักศึกษา</p> คณะการจัดการและการท่องเที่ยว มหาวิทยาลัยบูรพา en-US Burapha Journal of Business Management Burapha University 2286-8399 <p>บทความที่จะตีพิมพ์เพื่อเผยแพร่ในวารสารการจัดการธุรกิจ มหาวิทยาลัยบูรพา จะต้องเป็นบทความที่ไม่เคยได้รับการตีพิมพ์เผยแพร่หรืออยู่ระหว่างการพิจารณาเพื่อตีพิมพ์เผยแพร่ในวารสารอื่น ๆ ทั้งนี้ หากพบว่ามีการละเมิดลิขสิทธิ์ ด้วยข้อคิดเห็นที่ปรากฏและแสดงในเนื้อหาบทความต่าง ๆ ให้ถือว่าเป็นความเห็นและความรับผิดชอบโดยตรงของผู้เขียนบทความนั้น ๆ มิใช่ความเห็นและความรับผิดชอบใด ๆ ของคณะการจัดการและการท่องเที่ยว มหาวิทยาลัยบูรพา สำหรับในกรณีผู้ประสงค์จะนำข้อความในวารสารการจัดการธุรกิจ มหาวิทยาลัยบูรพา ไปเผยแพร่ต้องได้รับอนุญาตจากกองบรรณาธิการวารสารการจัดการธุรกิจ มหาวิทยาลัยบูรพา ตามกฎหมายว่าด้วยลิขสิทธิ์</p> Sustainable development of the MICE industry in the area according to the Trade Strategic Plan Lower Central Province Group 1 Under the supply chain management process based on Big Data https://so01.tci-thaijo.org/index.php/BJBM/article/view/249406 <p>The objectives of this research were to study 1) the current situation of the MICE industry in the area according to the trade strategy of the lower central provinces group 1 and 2) the development of supply chain management in the MICE industry based on human data. In the area according to the strategic plan of trade in the lower central provinces 1. The research study was an integrated method consisting of qualitative research. This is a field visit to conduct in-depth interviews. for quantitative research The questionnaire was used as a tool to collect data from a sample of entrepreneurs in the MICE industry. 200 people residing in the lower central region tested the hypothesis by analyzing the structural equation model. The results showed that The current situation of the MICE industry (MICE) in the area according to the strategic trade plan of the lower central provinces 1 is mostly operated by themselves. and followed by continuing in the form of acquisitions. It has a sole proprietorship style. and followed by a limited company. The hypothesis testing results revealed that Big Data had a statistically significant positive impact on sustainability development in Thailand's MICE industry (MICE) at .01 with a path coefficient of 0.758. The research was consistent with the hypothesis. and supply chain management processes have a positive impact on sustainable development in The MICE industry (MICE) of Thailand had a statistical significance of .01 with a path coefficient of 0.808. </p> Chanattee Poompruk Phat Pisitkasem Krisada Chienwattanasook Copyright (c) 2022 Burapha Journal of Business Management Burapha University http://creativecommons.org/licenses/by-nc-nd/4.0 2022-06-28 2022-06-28 11 1 1 19 Study on the Application of Tourism Research Findings in the Tourism Industry Through the Tourism Network in the Andaman Tourism Cluster https://so01.tci-thaijo.org/index.php/BJBM/article/view/251833 <p>The objective of this research is to study the model of tourism network partnerships that can be utilized for tourism research findings. This study conducted by qualitative research methodology; data collected through group interviews. The samples were selected from 88 agencies from stakeholders in the Andaman tourism development area. The collected data were analyzed by Thematic analysis method. The research results were found that there were 6 problems and obstacles in the application of research results: 1) knowledge of access to research resources, 2) understanding of research, 3) reliability of information, 4) research features, 5) research modernization, and 6) dissemination of research results. The application of tourism research findings categorized by three groups of stakeholders including: (1) private sector or tourism entrepreneurs can take advantage of 5 areas: tourism personnel, tourism products and services, tourism marketing, tourism business, and tourism law; (2) government sector and state enterprises can take advantage of 4 areas: academic and research work, tourism policy and strategy, transportation, the development of tourism potential in various fields; (3) community groups to use 5 aspects: tourist attractions, tourism products and services, tourism personnel, tourism marketing, and other areas such as writing proposals for requesting a budget for tourism development. The target groups that utilized research findings including 4 target groups (PPCA): private sector, public and state enterprise (public), community, and academic sector (academic).</p> Watsida Boonyarnmethaporn Copyright (c) 2022 Burapha Journal of Business Management Burapha University http://creativecommons.org/licenses/by-nc-nd/4.0 2022-06-28 2022-06-28 11 1 20 42 Causal Relationship of Personality, Human Resource Management, and Workplace Adaptive Ability Affecting Intention to Stay of Employees of Electrical Equipment Manufacturer and Distributor in Bangkok. https://so01.tci-thaijo.org/index.php/BJBM/article/view/249688 <p>With the changing trend in today's fast-paced business world, including fierce competition and the advent of new technologies, employees in an organization have to face the problem of adapting to work in order to keep their jobs. The objectives of the study were: 1) to examine the congruence of the developed model of Personality, Human Resource Management, and Workplace Adaptive Ability influencing on the intention to stay of employees of electrical equipment manufacturer and distributor in Bangkok. 2) to investigate the causal relationship between the Personality, Human Resource Management, and Workplace Adaptive Ability influencing the intention to stay of employees of electrical equipment manufacturer and distributor in Bangkok. The samples participating in this study consisted of 202 employees of a private company. The multi-stage random sampling method and simple random sampling from each department were employed to select the samples. The statistics used were percentage, mean, standard deviation and confirmatory structural model analysis.</p> <p>The findings of the study are as follows: 1) The developed causal relationship model was consistent with the empirical data with χ <sup>2</sup>/df = 1.228, P-value = 0.67. The standardized co-efficiency of the antecedent factors ranged from 0.135 to 0.879. Workplace Adaptive Ability had the highest coefficient value. Meanwhile, Workplace Adaptive Ability (81.8 percent) predicted intention to stay in the organization, and Personality factors and Human Resource Management together predicted Workplace Adaptive Ability was at 72.2 percent. 2) The effect on the Workplace Adaptive Ability was determined by four variables. These include Personality in Agreeableness, followed by Conscientiousness, Extraversion and Human Resource Management, respectively. Similarly, the analysis showed that Workplace Adaptive Ability also influences intention to stay in the job.</p> Pongpan Srimuang ๋ีJureewan Janpla Copyright (c) 2022 Burapha Journal of Business Management Burapha University http://creativecommons.org/licenses/by-nc-nd/4.0 2022-06-28 2022-06-28 11 1 43 66 Factors affecting on consumer brand engagement and brand loyalty in virtual brand communities on social media of consumers using pickup trucks in Bangkok and its vicinity https://so01.tci-thaijo.org/index.php/BJBM/article/view/249476 <p>The goals of this study are to 1) compare consumer brand engagement in virtual brand communities on social media by income group and time spent in virtual brand communities; and 2) investigate factors influencing consumer brand engagement and brand loyalty in the virtual brand community on social media. The theory of social identity, the concept of consumer brand commitment, and brand loyalty are applied in this study. 480 questionnaires are collected.</p> <p><strong> </strong>The results show that 1) groups with incomes greater than or equal 50,000 baht had a greater influence on brand engagement than those with incomes less than 50,000 baht, and those who spent more time in the virtual brand community were more influential than those who did not. 2) Brand community identity and reward had a significant influence on the consumer's brand engagement. 3) Consumer brand engagement had a significant influence on the quality of the relationship. 4) Consumer brand engagement and relationship quality have a significant positive impact on brand loyalty, and 5) Brand loyalty has a significant positive impact on repurchase intention and word of mouth intention.</p> Decha Phalalert Tatree Jantarakolica Korbkul Jantarakolica Pard Teekasap Supawat Sukhaparamate Kessara Kanchanapoom Copyright (c) 2022 Burapha Journal of Business Management Burapha University http://creativecommons.org/licenses/by-nc-nd/4.0 2022-06-28 2022-06-28 11 1 67 87 The Marketing Mix Factors of Vitamin Water Affecting the Drinking Behavior Among Teenagers in Hatyai Municipality, Songkhla Province https://so01.tci-thaijo.org/index.php/BJBM/article/view/254246 <p>This study examines the marketing mix factors of vitamin water and drinking behavior among teenagers in Hatyai Municipality, Songkhla Province, and investigates the causal relationship between the marketing mix factors influencing the behavior of the frequency of drinking vitamins water. The sample of this research included four hundred consumers who have ever bought vitamin water three months ago aged between 17 and 27 years in Hatyai Municipality. A questionnaire was used for data collection. The statistics for data analysis included percentage, mean, standard deviation, skewness and kurtosis. The hypothesis testing was multiple regression analysis. The analysis results supported the behavior of drinking vitamin water as follows: (1) there are four factors of the marketing mix; products, prices, place, and promotion. (2) there are two factors; price and promotion had a significant and positive effect on the frequency of drinking vitamins water among teenagers in Hatyai Municipality, Songkhla Province. Managerial implications concerning the frequency of drinking vitamins water are drawn based on the research findings, and suggestions for future researchers are presented. </p> laphassawat subphonkulanan Copyright (c) 2022 Burapha Journal of Business Management Burapha University http://creativecommons.org/licenses/by-nc-nd/4.0 2022-06-28 2022-06-28 11 1 88 108 Exploring the Service Quality Factors of Spa Business in Pattaya, Thailand https://so01.tci-thaijo.org/index.php/BJBM/article/view/249647 <p>Spa and wellness sector earns a significant income comparing to other tourism-related businesses. A spa business is considered a popular activity in Pattaya city, one of the most popular destinations in Thailand and ASEAN, for both domestic and international travelers. This study aimed to discover the important service quality factors shaping the spa-goers’ satisfactions, while senior spa-goers and non-senior spa-goers were explored and compared. The adopted SERVQUAL concept includes with five dimensions, namely, tangibility, reliability, responsiveness, assurance, and empathy. The current study employs a mixed methodology. The qualitative study was conducted by using the netnography approach with opinion mining technique to analyze the online review, develop the word cloud, and identify the key themes of spa service quality in stage 1. The findings from stage 1 are utilized as the recommendation for the questionnaire development in stage 2. In stage 2, the quantitative analysis was employed to examine the experienced Pattaya spa-goers’ satisfaction toward thier spa experiences by using Confirmatory Factor Analysis (CFA) and ANOVA analysis to compare the findings between senior spa-goers and non-senior spa-goers. The findings reveal that there are some significant differences between two groups, which contributes to both theoretical and practical implications. The limitations are the particular setting of focus destination and samples, while future research should overcome those issues. </p> <p><strong> </strong></p> chitlada pinthong Arinya Pongwat Copyright (c) 2022 Burapha Journal of Business Management Burapha University http://creativecommons.org/licenses/by-nc-nd/4.0 2022-06-28 2022-06-28 11 1 109 131 Investigating factors influencing the intention of social media adoption by a perspective of SMEs during COVID-19 pandemic https://so01.tci-thaijo.org/index.php/BJBM/article/view/252875 <p>Using 412 respondents based on a questionnaire collected data from Small and Medium Enterprises (SMEs) located at lower Northern of Thailand with the aimed at to figure out the catalyst of Social Media (SM) adoption by SMEs owner-managers—could hopefully predict SM adoption intention. With the great advance of SM technologies coupled with the support of digital technologies can lead to the opportunity for SM to thrive by nascent entrepreneurs. As such, it could transform the business model where family-owned businesses; particularly, the second or third owner generation leverages the empowerment of SM tools by integrating such new technologies with its own legacy system. The goal of this study was to identify and explore the elements that influence SMEs' decisions to use SM as a marketing platform in rural areas. The Unified Theory of Acceptance and Use of Technology (UTAUT-2) with the extension of three new factors, including personal innovativeness, perceived fear, and competitive pressure, was proposed along with the original constructs in the UTAUT-2 model. The empirical findings reveal that competitive pressure, performance expectations, perceived fear, pricing value, and personal innovativeness all have a significant impact on the intention to use and adopt SM, according to the research findings. Hedonic motivation, however, has not revealed a significant impact of such an intention. This research provides theoretical and practical guidance on how SME owners, managers, and policy makers may adopt and implement a strategic plan on SM adoption during the COVID-19 pandemic.</p> Kritcha ํYawised Darlin Apasrawirote Copyright (c) 2022 Burapha Journal of Business Management Burapha University http://creativecommons.org/licenses/by-nc-nd/4.0 2022-06-28 2022-06-28 11 1 132 154 The Development of a Training Process Model For Four-Star Hotels in Pattaya City https://so01.tci-thaijo.org/index.php/BJBM/article/view/253268 <p>The purposes of this study are to explain the steps in developing a training process and to develop a training process model for four-star hotels in Pattaya City. Constructivism was chosen as the research paradigm. Qualitative research with a constructivist grounded theory was the most suitable for the research strategy of this study. Data was collected by semi-structured interviews, audiovisuals, and document reviews. Semi-structured interviews with 25 participants, including 4 GMs/hotel managers and 21 heads of department of four-star hotels in Pattaya City by video call interview using the Google Hangout Meet Program and data analysis was conducted following the steps of constructing grounded theory. The research findings discovered 10 steps in developing a training process that was applied by four-star hotels in Pattaya City as follows: Step 1: Training needs analysis; Step 2: Design and develop the training program; Step 3: Submit to the HR department; Step 4: Adjust and revise; Step 5: Final approval from the GMs/hotel managers; Step 6: Prioritize; Step 7: Announce the annual training program; Step 8: Implement; Step 9: Support and monitor; and Step 10: Training evaluation. A training process model for four-star hotels in Pattaya City was presented as a guideline for the hotel industry for them to achieve competitive advantage. The researcher also recommends the implications for practices and theoretical implications for the hotel employees, hotel management, GMs/hotel managers, and four-star hotels.</p> <p><strong> </strong></p> Paratchanun Charoenarpornwattana Copyright (c) 2022 Burapha Journal of Business Management Burapha University http://creativecommons.org/licenses/by-nc-nd/4.0 2022-06-28 2022-06-28 11 1 155 177