Hatyai Academic Journal

Digital Transformation and Organizational Adaptation in the Marketing Dimension

Porramin Photipatphiboon — 2026-06-30

Digital transformation has become a primary driver reshaping competitive structures and the formulation of marketing strategies in contemporary organizations. This article aims to examine the underlying concepts, impacts, and strategic adaptation approaches from a marketing perspective.

The analysis indicates that digital transformation is not merely the application of technology to marketing activities; rather, it represents a structural shift that influences consumer behavior, data management practices, and the creation of personalized customer experiences. To respond effectively to these changes, organizations must develop dynamic capabilities to overcome the condition of digital deadlock, particularly among small and medium-sized enterprises (SMEs). This article proposes a framework for organizational adaptation across five key dimensions: 1) marketing strategies, 2) organizational structure, 3) human resources, 4) organizational culture, and 5) technology. Successful adaptation depends on the organization’s level of digital readiness and the integration of digital innovation with human-centered values. Furthermore, this article contributes to the literature by integrating the concept of dynamic capabilities with digital marketing mechanisms to explain the process-based relationship between organizational transformation and marketing outcomes in a systematic manner. To explain this relationship, it extends existing frameworks that have typically examined digital transformation separately from the marketing domain. Moreover, the article proposes an integrated five-dimensional framework. This can serve as a foundation for future empirical research, particularly in assessing digital readiness and examining the adaptive strategies of SMEs in developing countries, where resource constraints differ from those of large organizations. As such, the study advances both theoretical understanding and practical application, offering strategic insights for achieving sustainable competitive advantage.

Thai Food Image and Tourist Behavioural Intentions: Exploring International Tourists’ Perceptions in Bangkok

Arunee Lertkornkitja — 2026-06-30

This study explored how international tourists perceive Thai cuisine and how these perceptions influence behavioural intentions. A qualitative phenomenological design was adopted to capture tourists’ lived experiences, and semi-structured interviews were conducted with 40 international visitors in Bangkok. The data focused on perceptions of cultural significance, sensory appeal, quality, and value, as well as the role of Thai cuisine in determining behavioural intentions. Thematic analysis identified patterns and meanings in participants’ narratives, supplemented by observational field notes to enhance contextual interpretation.

The results reveal that Thai cuisine is widely perceived as a cultural symbol integral to Thailand’s destination image. Tourists valued culinary diversity, freshness, aromatic herbs, affordability, accessibility, and perceived value. Street food was praised as authentic, while hygiene concerns were occasionally raised but did not diminish overall satisfaction. Positive perceptions translated into strong behavioural intentions, such as return visits, continued consumption, and word-of-mouth recommendations, moderated by cultural background. By integrating destination image theory with the Theory of Planned Behaviour, this study illustrates how culinary perceptions are dynamically constructed through lived experiences and translated into behavioural intentions through TPB mechanisms. Practical implications guide destination marketers and policymakers in developing segment-specific strategies to strengthen Thailand’s global competitiveness in culinary tourism.

Reduction of Inventory Shortage through Setting a Safety Stock Policy by ABC-VED Classification: A Case Study of MMM Donut Dry Food Warehouse

Kunakorn Wiwattanakornwong — 2026-06-30

The objectives of this study were to 1) examine the existing inventory management process, and 2) reduce stockout problems by formulating a safety stock policy through the application of ABC-VED classification in a case study of the MMM donut dry food warehouse. The sample consisted of 289 active stock-keeping units. Data were analyzed using descriptive statistics, including frequency, mean, standard deviation, and percentage, as well as inferential statistics, namely the paired-samples t-test.

The results revealed that previous safety stock levels, based on fixed proportions, did not reflect actual reserve requirements. A new safety stock policy was established, prioritizing AV items with the highest service level, while subsequent groups were progressively reduced. Following the implementation of the policy, the number of stockout items decreased by 62.66%, equivalent to a value of 5,005,745 THB. Statistical testing confirmed that the number of stockout items before and after the implementation of the safety stock policy using the ABC-VED classification method differed significantly at the 0.05 level. These findings are particularly valuable for businesses managing warehouses of dry food and perishable products, where efficient inventory control is essential to meet market demand.

Structural Equation Model of Factors Influencing the Behavior of Parents and Community Members in Bringing Children to Receive Vaccination in Pattani Province

Kritsadee Phuangrod — 2026-06-30

This study aimed to test factors involving the structural equation model affecting the behavior of parents and community members in taking children aged 0–12 to get vaccinated. The sample consisted of 1,914 parents and community members in Pattani Province. The data were collected using questionnaires, the reliability of the Cronbach alpha coefficient is 0.79–1.00. Structural equation modeling (SEM) was performed using the LISREL software.

The results showed that the structural equation model had a good fit with the data (χ² = 946.33, df = 87, p < 0.00, χ²/df = 10.88, CFI = 0.99, NNFI = 0.99, RMSEA = 0.07, SRMR = 0.03). Health communication had a direct effect on health literacy, attitudes toward vaccinations, and reference groups, with path coefficients of 0.96, 0.90, and 0.89, respectively. Attitudes toward receiving vaccinations, reference groups, and support factors had a direct effect on intention to vaccinate children aged 0–12 years, with significant path coefficients of 0.40, 0.12, and 0.42, respectively. The intention to vaccinate children had a direct effect on vaccination behavior in those children, with significant path coefficients of 1.00, whereas health literacy had no direct effect on the intention to vaccinate those children. The government sector can use the research results to collaborate with the public to promote vaccination behavior of children. Therefore, if the government provides appropriate health communication, fosters correct attitudes toward vaccination, and effectively reaches reference groups, it can encourage people to bring their children to receive vaccinations, which will enhance the effectiveness of vaccination programs in the southern border provinces of Thailand.

Evaluating the Outcomes of the Excellence Development Project for Thai Music at Wat Peng Pradittharam School, Surat Thani Primary Educational Service Area Office 3

Chawanwit Ketrat — 2026-06-30

The purpose of this research was to evaluate the outcomes of the Excellence Development Project for Thai Music at Wat Peng Pradittharam School, employing a causal relationship matrix framework across two levels: Long-term Outcomes and Direct Outcomes. This evaluative study focused on a target population selected through purposive sampling, consisting of 24 students, 24 parents, and 7 service recipients. The research instruments consisted of data recording forms, skills assessment forms, and questionnaires. Data were analyzed using percentage, mean, standard deviation, and content analysis.

The research findings were as follows: 1) Long-term Outcomes: The project enabled students to leverage their musical skills to generate an average supplemental income of 225 THB per person. Furthermore, 66.66% of Grade 6 students successfully pursued further education through the Thai classical music excellence programs. For the school, it established a distinguished image as a conservator of Thai cultural heritage at the highest level, fostering a collaborative network of 13 agencies, organizing 14 community service activities, and securing 18 awards. Concerning parents and service recipients, they expressed the highest level of agreement concerning the project’s outcomes and operational quality. 2) Direct Outcomes: Regarding the students, it was found that all participants demonstrated proficiency in performing at least one Thai musical instrument and actively engaged in providing musical services to the community. Additionally, 45.83% of the students participated in formal competitions, reporting the highest level of agreement concerning their skill acquisition and positive attitudes. Regarding the community, the school provided Thai musical services a total of 14 times during the 2024 academic year. These findings serve as empirical evidence for enhancing project management and systematically promoting collaboration between the school and the community.

Pillars of Islam for Solid Waste Management: Liap Khlong 13 Community, Nong Chok District

Pornphen Kladvaiyanate — 2026-06-30

This research aimed to study the application of the Pillars of Islam for solid waste management in the Liap Khlong 13 Community, Nong Chok District. It was conducted by using a mixed methods approach. For the qualitative component, a sample of 12 participants was selected through purposive sampling, comprising community leaders, religious leaders, and members of the community committee. Data were collected via in-depth interviews. Regarding the quantitative component, a sample of 60 participants was recruited using snowball sampling, including community leaders, religious leaders, committee members, and household residents. Data collection was conducted through questionnaires. Data analysis utilized descriptive statistics such as percentages, complemented by content analysis.

The study revealed that community household members adopted religious doctrines as a fundamental guide for their way of life. Driven by faith-based motivation and devotion to Allah (SWT), behavioral aspects of cleanliness, regarding cleanliness as a core life principle, were at 91.65% of the sample. This was followed by the avoidance of disposing of solid waste and sewage on public roads or community thoroughfares at 90.00%. Concerning the sufficiency dimension, the practice of water conservation based on the prophetic tradition emerged as the prominent behavior, with a prevalence rate of 96.65%. Furthermore, 86.65% of participants emphasized instilling environmental consciousness in youth, focusing on the mindful use of resources as prescribed by Islamic doctrines. The findings suggest that government agencies and religious organizations can apply religious approaches to instill Islamic environmental ethics among community members, thereby promoting the values of sustainable waste management.

Work Motivation Affecting the Work Efficiency of Generation Y Fashion Sales Staff in Bangkok Department Stores

Ruedeechanok Rungruangmaitree — 2026-06-30

This research aimed to study the level of work motivation and work efficiency of Generation Y fashion sales staff in a Bangkok department store, and examine the influence of work motivation on work efficiency. The sample consisted of 400 Generation Y (born between 1981–1997) fashion sales staff, selected using a convenience sampling method.

The research instrument was a questionnaire that demonstrated a high reliability (Cronbach’s Alpha = 0.92). Data analysis employed descriptive statistics (frequency, percentage, mean, and standard deviation) and inferential statistics, including multiple regression, to examine hypotheses and multiple correlation problems. The research results revealed that overall motivation was at a high level. The factors ranked from highest to lowest were responsibility, achievement, advancement, job description, and recognition. Overall work efficiency was at a high level, with workload being the highest, followed by work quality, cost-effectiveness, and time management. Multiple regression analysis indicated that the model was statistically significant (F = 24.67, p < .01), explaining 24.00% of the variance in work efficiency (Adj. R² = 0.24). All five motivational factors significantly influenced work efficiency at the .01 level, including Achievement (β = 0.25), Recognition (β = 0.20), Work Itself (β = 0.27), Responsibility (β = 0.12), and Advancement (β = 0.19). Practically, the findings suggest that retail managers should focus on enhancing achievement, recognition, clear job roles, and responsibility to improve the efficiency of Generation Y fashion sales staff.