Published: 2025-12-26

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Research Articles

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

Paitoon Boonsri, Paratchanun Charoenarpornwattana, Sadayu Teeravanittrakul

1-19

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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, Wirat Sonchan

20-37

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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

38-63

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

Pongnarin Pitjatturat, Napan Sinthusiri, Phimnipha Rattanajun, Titimont Tanakitiaueaungkur, Piyamaporn Thiamjit, Ratakrid Thanapittachai

64-86

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

Paul Kalin, Adisorn Deepremjid

87-102

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

Wen Zhaoyun, Chuensumon Bunnag

103-123

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

Narissara Parkvithee, Puripat Charnkit

124-146

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Academic Articles

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

Akenarin Chocknakawaro, Theeranuch Pusaksrikit, Napawan Kananurak

147-170

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