Business Review Journal <p>Disseminating academic knowledge to the general public and encouraging full-time trainers and experts in various fields to present their academic achievements:</p> <p>This review article is located within the station.</p> <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 1) General Business, Management, and Accounting</p> <p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; 2) Business and International Management</p> <p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; 3) Management of Technology and Innovation</p> <p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; 4) Marketing</p> <p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; 5) Organizational Behavior and Human Resource Management</p> <p>&nbsp;</p> <p>&nbsp;</p> มหาวิทยาลัยหัวเฉียวเฉลิมพระเกียรติ en-US Business Review Journal 1905-713X <p>บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของวารสารธุรกิจปริทัศน์</p> <p><span class="fontstyle0">ข้อความที่ปรากฏในบทความแต่ละเรื่องในวารสารวิชาการเล่มนี้เป็นความคิดเห็นส่วนตัวของผู้เขียนแต่ละท่านไม่เกี่ยวข้องกับมหาวิทยาลัยหัวเฉียวเฉลิมพระเกียรติ และคณาจารย์ท่านอื่น ๆ ในมหาวิทยาลัยฯ แต่อย่างใด ความรับผิดชอบองค์ประกอบทั้งหมดของบทความแต่ละเรื่องเป็นของผู้เขียนแต่ละท่าน หากมีความผิดพลาดใดๆ ผู้เขียนแต่ละท่านจะรับผิดชอบบทความของตนเองแต่ผู้เดียว</span></p> The Conceptual Modelfor Accommodation Standards According to Thailand Tourism Context Towards Preparation Guidelines for Hostel Accommodation Standards <p>Accommodation in Thailand has played a role in supporting the tourism of both Thai and foreign tourists. Accommodation business is therefore growing rapidly. In addition, the government has support. This causing is increasing number of tourists every year, so the accommodation business has occurred a lot and accommodations that come up will have both standard accommodations and non-standard accommodations. Accommodation in Thailand that has a standard is a hotel, resort, serviced apartments, guest houses, and Long-stay travel. As for accommodations that do not yet have standards and are currently playing a role in tourism is the hostel. The purpose of this academic article is to gather information about tourism accommodations in terms of vacation resorts, Accommodation for long-term tourism tours, The classification of hostel accommodation, the type of hostel according to the accommodation standards for tourism in the context of Thailand and to suggest guidelines for establishing hostel accommodation standards in order to raise the level of international hostel accommodation to be support liberalize service and including being a leader in Southeast Asia in the provision of tourism accommodation. The results of the study showed that Hostel accommodation standards will link the entire hostel industry growth.</p> Supichet Tong-on Prasopchai Phasunon Copyright (c) 2022 Business Review Journal 2022-06-27 2022-06-27 14 1 533 546 Digital Business Design and Digital Transformation <p>Digital business is concerned with business operation through online with varieties of business models. There are not only trading as e-Commerce but digital businesses have also to design value creation, digital operational systems, platform business and agile organisations. Digital businesses would find out products or services that can fulfill customer needs or pain points, and matched with customer behaviour. There are some major tools for digital business design including design thinking with experience map, data science and enterprise architecture.</p> Lanthom Jonjoubsong Nathaporn Thammabunwarit Copyright (c) 2022 Business Review Journal 2022-06-27 2022-06-27 14 1 547 562 China’s Logistics Development to Southern Region : China-Laos Train <p>This article aimed to provide an overview of China’s logistics development to southern region by collecting and analyzing related information such as the establishment of China logistics and distribution centers in Kunming as a bridgehead and cooperated with Lao People’s Democratic Republic develop a speed train from Bo Ten China’s border to Vientiane. This resulted impact on economic development in regional countries and Thailand. Entrepreneurs must be prepared to support trade expansion in the near future.</p> Chutira Rabob Patchara Phochanikorn Pornvisa Tharakhum Apinya Kraisamrong Copyright (c) 2022 Business Review Journal 2022-06-27 2022-06-27 14 1 563 576 Classification of Generation Y Consumers through their Behaviors and Factors Affecting Decision Making in Purchasing Community Products, Fabric, and Apparel <p>The purposes of this paper were to 1) study Generation Y consumers’ behavior in purchasing community products, fabric, and apparel and 2) classify those consumers on the basis of their demographics, behavior, and marketing mix factors through their decisions. The study was conducted using a structured questionnaire with 354 consumers in the metropolitan area of Bangkok. The samples were selected using a multi-stage sampling technique. The findings from Two-step Cluster Analysis can classify Generation Y consumers in Bangkok into three segments namely 1) quality of service concern, 2) quality of products and services concern, and 3) value concern. Even though, these three clusters were indifferent in nature; however, they had given priority to similar factors, which were personnel, process and productivity, and quality factors. As such, marketing strategies for those three clusters should focus on training salespeople to have good knowledge of fabric and apparel.Those salespeople could give a piece of advice and make clear up any doubts about products to their customers properly. Moreover, producers should focus on developing products of good quality by having details that meet the needs of consumers.</p> Walailak Atthirawong Copyright (c) 2022 Business Review Journal 2022-06-27 2022-06-27 14 1 11 28 The Social Network Analysis of Market Potential: Lesson from Exploratory Study of Thai–China Market at Udon Thani <p>This paper aimed to study market potential in Thai–China Market at Udon Thani province by employing the Social Network Analysis Model: SNA for analyzing key factors. The survey data out of 51 observations illustrated that; entrepreneur was mostly female with age of 39 years old, bachelor’s degree of education, operation period of 6 years with mixed business operation (Wholesale &amp; Retail).</p> <p>Moreover, Moreover, the social network analysis model showed that the important internal factors including product cost, product sources, infrastructure, human capital, and market competition (Oligopoly) were outstanding effects respectively. In the other hand, the result from the social network analysis model also showed that the important external factors including exchange rate, interest rate, tariff, trade regulation, and bank service were outstanding effect respectively.</p> Ronnakron Kitipacharadechatron Padcharee Phasuk Copyright (c) 2022 Business Review Journal 2022-06-27 2022-06-27 14 1 29 42 Situation, Quantity, Generation Rate, and Composition of Solid Waste in Urban and Rural Communities : A Case Study of SamutSongkhram Province <p>The research aimed of this study was to study waste situation, amount of waste, generation rate and waste composition and to compare amount of waste, generation rate and waste compositionin urban and rural area, Samut Songkhram Province. Waste situation were collected from secondary data. Amount of waste was collected with weighting, generation rate calculated from the amount of waste per day per population. Waste composition was analyzed by quatering. Compare amount of waste, generation rate and waste composition in urban and rural area with independent sample t-test.</p> <p>The result found thaturban waste situation in 2013-2018 was fluctuation trend, avg. 30,951 kg./day. While rural was increase trend, avg. 8,117 kg. / day. Amount of waste in urban and rural was 33,018.33 and 10,337.99 kg./day respectively, which is significantly different .05. Generation rate was 1.18 per/cap./day in urban and 0.37 kg. per/cap./day in rural, respectively. which is significantly different .05. Waste composition of urban and rural area, most of them is organic waste, 61.3% and 51.6% respectively, which is significantly different .05. None of hazardous waste was found in both areas. Recyclable waste of urban and ruralarea was significantly different .05. General waste does not differ.</p> Utid Duangphasuk Viroj Jadesadalug Sawanya Thammaapipon Copyright (c) 2022 Business Review Journal 2022-06-27 2022-06-27 14 1 43 60 Recyclable Waste Management of Salengs and Antique Shop in Samut Songkhram Province <p>The research aim was to study recyclable waste management and problems and obstacles of recyclable waste management. Data was collected by in depth interview Salengs and owner Antique shop. Data was checked with triangulation methods, categorized, analyzed and presented by describing.</p> <p>The result showed that Motorcycle Salengs, side-by-side and front trailers, were used to picked up garbage at a regular customer’s house. The amount of recyclable waste 200-500 kg /day. Most of them were plastic bottles. Antique shop is a medium family business. Recyclable waste process was (1) Separation process, paper, plastic, glass, metal and electronic equipment 2) Collection process, into a plastic bag, sack bag or black plastic bag. 3) Transformation process, Salengs no transformation while Antique shop transform waste with compactor 4) Transportation process, Salengs send to sold within one day and sold later. Antique shop send to Waste recycling plant everyday 5) Disposal process, non-recyclable waste was dumped into the municipality's trash. Recyclable waste management problems were, low quality recyclable waste, recyclable waste import policy.</p> Sawanya Thammaapipon Pennapa Junpipob Ornalin Thongjumroon Copyright (c) 2022 Business Review Journal 2022-06-27 2022-06-27 14 1 61 74 Electronic Payment System and Thailand economy <p>The purpose of this study is to investigate the changes in Thailand payment system according to the National e-payment master plan and to examine the effects of e-payment instruments on cash use using quarterly data from 2010 to 2018. The results found that some types of e-payment instruments (e.g., online payment (internet/ mobile banking) and debit cards) can lead to a decline in money circulation. The estimated coefficient of cash-online payment is -0.220, suggesting that a 1% increase in online payment transactions is associated with a 0.22% decrease in the demand for cash transactions. In addition, the estimated coefficient of cash-debit card is -0.057, indicating that a 1% increase in debit cards transactions is associated with a 0.057% decrease in the demand for cash transaction. Moreover, Gross Domestic Product (GDP) and interest rates play a significant role in determining the demand for cash transactions. However, withdrawal money via ATM can increase cash demand significantly as its estimated coefficient is 1.011.</p> Jintana Muanglen Copyright (c) 2022 Business Review Journal 2022-06-27 2022-06-27 14 1 75 86 Impact of Leader-Member Exchange, Communication, Organization Commitment and Job Satisfaction on Employee Performance and Turnover Intention: A Case-Study of True Corporation Public Company Limited <p>The objective of this research is to study the relationships among communication, leader-member exchanges, job satisfaction, organizational commitment, employee performance, and turnover intention. Data was collected from the sample population, who are working with True Corporation Public Company Limited, by using the paper-based questionnaires. Total of 737 questionnaires were sent out and 679 questionnaires were completed and sent back to the researcher, which equals to 95% response rate. The Structural Equation Modelling technique was used in analyzing the collected data. The result indicated that communication, leader-member exchange, job satisfaction, and organizational commitment have total effect on employee performance and turnover intention, with the statistical significance level equals to 0.01. Therefore, the organization should consider setting the communication guidelines and practices which are clear and appropriate with the communication content and objectives. In addition, supervisors and management should continuously build good relationship with employees by meeting with employees or joining activities with them. So that the organization can attract and retain high-performance employees with organization in the long run.</p> Ekasit Kansuwiro Boon-Anan Phinaitrup Copyright (c) 2022 Business Review Journal 2022-06-27 2022-06-27 14 1 87 105 Influence of Servicescape on Customer Loyalty of Coffee Shop: Testing the Role of Customer Satisfaction as Mediation <p>The purpose of this research was to determine the influence of servicescape on customer loyalty of coffee shops. Data was collected using the survey method from 385 customer of coffee shops in Nakhon Ratchasima province and questionnaire was tool of data collection. In this study, multiple regression analysis is employed to analyze the relationships between servicescape and customer loyalty.</p> <p>The result of hypothesis testing found that each dimension of servicescape (place identity, place physical and place attitude) has a significant and positive effect on customer satisfaction. Whereas, customer satisfaction explicitly leads to customer loyalty of coffee shops in Nakhon Ratchasima.Besides, this research findings show that the customer satisfaction plays the role of a mediator in the effects of servicescape on customer loyalty. The study suggests that executives of coffee shops can implement and should understand servicescape in order to fulfill customer needs.</p> Chatchai Inthasang Piyamaporn Thiamjite Sunisa Thongchan Copyright (c) 2022 Business Review Journal 2022-06-27 2022-06-27 14 1 106 125 The Component of Long-Term Relationships Between Buyers and Suppliers of Information Technology Systems Business in Thailand <p>The objective of this research is to clarify the concept of long-term relationship in the IT service business and to validate and confirm he component of Long-Term Relationships Between buyers and suppliers of information technology systems business in Thailand which integrated from information systems success model and impregnable exchange relationship model by using the qualitative research from 12 key informants. The research tool consists of semi-structured questions and an online system for interviews and data analysis with content analysis. The results show that the definition of long-term buyer – seller relationship of information technology systems must be arisen from integrity, trust and commitment to responsibility, preparation and dedication in organizational development, flexibility and timely problem solving. Then the integrative model is consistent to explain the long-term buyer – seller relationships information technology systems in Thailand.</p> Prasopchai Pasunon Kedwadee Sombultawee Copyright (c) 2022 Business Review Journal 2022-06-27 2022-06-27 14 1 126 144 The Analysis of MICE Components, Marketing Mix, and Measure the Success of Thai MICE Industry <p>The research objectives are to (1) study the meaning of MICE marketing, the MICE marketing components (2) define the MICE marketing mix, and measure the success of the Thai MICE industry. This research is a qualitative research which involved 21 MICE stakeholders include the government, private sector, and education sectors, comprising 11 in-depth interviews and 10 focused groups. Analysis of the data using information obtained from in-depth interviews and focused group discussions. To prepare and analyze the information through content analysis. The research results were found that the meaning of MICE marketing is an activity that creates trading, business expansion by using the MICE industry as a marketing platform. Generate revenue and income for the MICE organizer as well as the profit for the area of organizing MICE activities. The components of the MICE market are 6 components. The MICE marketing mix can be defined in 13 topics and the success measurement for Thai MICE industry also defines to 6 topics which are Infrastructure &amp; Accessibility, MICE Management Standard, Country Ranking, Number of MICE Activities, Economic Impact, and Customer Perceived Value.</p> Suratsa Thongmee Kaedsiri Jaroenwisan Copyright (c) 2022 Business Review Journal 2022-06-27 2022-06-27 14 1 145 161 Community Enterprise Development Approach: A Case Study of Baan Beegrimm Mushroom Farming Group, Sa Kaeo Province <p>The objectives of this study were to study the condition of Baan Beegrimm’s mushroom farming community enterprise, the problems and obstructions in its operation, and the solution for the community enterprise development for Baan Beegrimm’s mushroom farming group, Khlong Thap Chan sub-district, Aranyaprathet district, Sa Kaeo province, using the qualitative research method. The results revealed that the major problems of Beegrimm’s mushroom farming group were the inconsistency of productivity and product processing and the lack of manufacturing labor and market distribution channel. The researcher therefore proposed the development approach from the analysis of findings, by develop mushroom product and added value as the safety agriculture product, development of distribution channel and marketing campaign with more variety, as well as developing network and partners within the group of manufacturers and marketing network.</p> Jitsupa Kitipadung Copyright (c) 2022 Business Review Journal 2022-06-27 2022-06-27 14 1 162 181 The Influence of Financial Ratio to Stock Price Change of the securities of Listed Companies in The Stock Exchange of Thailand SET100 <p>The purpose of this study is to explore the impact of financial ratio on stock price change of 69 companies from SET 100, listed in the Stock Exchange Thailand. Six types of financial ratios were implemented in the analysis: current, total asset turnover, debt to equity, return on assets, return on equity, and net profit margin. The annual financial statements from 2015 to 2019 were collected and analyzed by using multiple regression analysis.</p> <p>The result showed that there was a significantly positive influence (p&lt;0.05) between the stock price change and the profit ratio group which consisted of the return on total assets, the return on equity, and the net profit margin ratios. However, the current ratio, the total assets turnover, or the debt to equity ratios revealed no statistically influence to the stock price change.</p> Ausawatap Akartwipart Copyright (c) 2022 Business Review Journal 2022-06-27 2022-06-27 14 1 182 201 The Expectation of Employers on The Skills of Accountants in Bangkok Metropolitan Region <p>Research on employer expectations for the skills of accountants in Bangkok Metropolitan Region. This research has objectives to study 1. Expectations of employers of accounting professional skills of accountants in Thailand, according to the 3rd International Accounting Profession Standard, professional skills are the criteria for determining employers' expectations of accountants. 2. Expectations of employers of accounting professional skills of accountants in Thailand classified by personal factors. 3. Expectations of employers of accounting professional skills of accountants in Thailand by business segment factors. This study was studied by employers or related persons in the company's establishments in Bangkok and the metropolitan area, totaling 487 people as a sample used in the aforementioned research. The data were collected by questionnaires and analyzed for statistical data. The results of the study found that expectations of employers of accounting professional skills classified by personal and business factors of the company were different, with the skill expectations of accountants differing at a significant level of statistical at 0.05.</p> Attawan Juntasutho Tipparat Laohavichien Copyright (c) 2022 Business Review Journal 2022-06-27 2022-06-27 14 1 202 217 Restaurant Business Development Guidelines for Sustainable Tourism: Case Study of Niphat Uthit 1 Road, Hat Yai District, Songkhla Province <p>This research aims to 1) study the restaurant business development approach to promote sustainable tourism of Niphat Uthit 1 Road, Hat Yai District, Songkhla Province. 2) To compare the personal factors of restaurant operators and tourists with guidelines for restaurant business development for sustainable tourism promotion of Niphat Uthit 1 Road, Hat Yai District, Songkhla Province. The research instrument was a sample questionnaire of 514 people. The statistics used for data analysis were mean, percentage, standard deviation, analysis of variance and t-test. The results of the research revealed that the respondents had opinions about marketing strategies to promote tourism in Hat Yai Street Food at a high level overall. When considered individually, it was found that the respondents had opinions about marketing strategies to promote tourism of Hat Yai Street Food at a high level in all aspects. The respondents had the most opinions on marketing strategies for operating the restaurant business to promote tourism in terms of navigation systems and restaurant maps, followed by environmental aspects, advertising, public relations and the development of street food applications.</p> Aroonrak Tunpanit Natassawan Thongtang Patcharin Bunnoon Ammonrut Konggachod Copyright (c) 2022 Business Review Journal 2022-06-27 2022-06-27 14 1 218 233 Knowledge Transfer and Its Impacts on Software Development in a Multinational Enterprise <p>This research study aims to investigate the factors that influence the effectiveness of knowledge transfer in the software development of a multinational enterprise. The comparison studies all factors of personnel at the headquarters in the United Kingdom and subsidiaries in Thailand and proposes ways to effectively transfer appropriate knowledge between staff in each country. The research methodology consisted of a literature review, observations, and interviews. Data collection was conducted using a set of questionnaires and analyzed using exploratory factor analysis and structural equation modeling (SEM). Research findings revealed five groups of factors that affected knowledge transfer related to software development in a multinational enterprise: internal organizational management, organizational culture, working contexts, knowledge transfer process, and people’s capabilities. These findings can be applied to working plans between software development teams of transnational corporations with different working styles in terms of systems, thinking methods, attitudes, cultures, language, or even working schedules. These differences can influence collaborative work. A good plan enhances effective learning and knowledge transfer, leading to the success of the project operation.</p> Anyanitha Distanont Copyright (c) 2022 Business Review Journal 2022-06-27 2022-06-27 14 1 234 253 The Influence of Workplace Spirituality, Work Values, and Organizational Commitment on Organizational Citizenship Behaviors of Operational Employees in a Steel Pipes Manufacturing Company <p>The aims of this research were to study the effect of workplace spirituality, work values, and organizational commitment on organizational citizenship behaviors of operational employees in a steel pipes manufacturing company. The research method of this study was a mixed method combining quantitative and qualitative method. For the quantitative research method, data was collected from 185 staff. This research tools were workplace spirituality questionnaire, work values questionnaire, organizational commitment questionnaire, and organizational citizenship behaviors questionnaire. The descriptive and analytical statistics were percentage, mean, standard deviation and multiple regression analysis with stepwise method. For the qualitative research method, in-depth interviews with 6 staff were used to explain the quantitative findings. The results indicated that work values of intellectual stimulation, work values of variety, work values of aesthetic, workplace spirituality of strong sense of purpose, and affective commitment could jointly predict 51.8 % of organizational citizenship behaviors of operational employees in a steel pipes manufacturing company (R<sup>2</sup><sub>adj</sub> = .518) with statistically significant level at .001 (p = .000).</p> Mattana Meesiri Sayamon Akakulanan Saitib Lautongmeesakun Copyright (c) 2022 Business Review Journal 2022-06-27 2022-06-27 14 1 254 272 Resilient Strategy of the Successful Business in the Community for Gen Y Entrepreneurs towards the New Normal in Chiang Mai Province <p> </p> <p>This research focuses on the resilient business strategy in the community of gen Y entrepreneurs in Chiang Mai province. The qualitative method was sought for 23 key informants and used a template analysis approach and an inductive approach for data collection. The results of the presentation of the resilient strategy in a holistic dimension include a proactive family concept, the design way on an intelligent logistic system to deliver to customers on time hygienically, the self-care for both physical and mental health, continuous Learning and development, and the adaptation of thinking to support public applications for expenditure from the population. The final turnaround strategy in action was to prepare the production of quality products to be new, set a value price for the customers' needs and good service, build an honest network of contemporary culture preservation online for creating a positive customer experience, hear the customers’ voice, group customers for thorough care, and be a good consultant. The additional results found a careful turnaround, word-of-mouth resurgence in gen Z viral marketing, and exceeding services expectations in a new normal.</p> Wilai Phungphol Copyright (c) 2022 Business Review Journal 2022-06-27 2022-06-27 14 1 273 290 Context and Linkage Strategies for Developing Innovation Management in the Thai Textile and Garment Industry <p>The main purposes of the research were 1) to study the strategic connection with the development of innovation in the Thai textile and garment industry and 2) to study the ability to create innovative management of Thai textile and garment enterprises. The sample of this research were 371 companies , using questionnaires as tool for data collection. Data were analyzed by quantitative methods. The descriptive statistics using frequency, percentage, mean and standard deviation. The analysis of variable element indicators was observed in the measurement model, using the Structural Equation Modeling (SEM. Preliminary data analysis It was found that most of them were medium-sized establishments 67.39 percent, Registered limited partnership 51.76 percent, Duration of business operations between 11-15 years 49.60 percent and Business that is sold in foreign countries 77.63 percent.</p> <p>The study showed that Strategic linkages of 1 variable from 5 variables . Is the Strategy 4. Develop marketing potential for textile and garment industry entrepreneurs With a positive overall influence of 0.0022 . The development of workplace management innovation is linked to 4 variables . Consists of 1) Product innovation 2) Process Innovation 3) Marketing Innovation and 4) Organization Innovation. With a positive overall influence equal to 0.01- 0.18.</p> Anupong Infahsaeng Copyright (c) 2022 Business Review Journal 2022-06-27 2022-06-27 14 1 291 310 The Expanding Market Opportunities of the Pickled Fish Product Ban-Thanon khong Community, Chai Badan District, Lopburi Province into the Digital Market. <p>The objective of this research are to study: 1) operational conditions of the production of pickled fish products of ban-thanonkhong community,&nbsp;2) the developing management process (Balanced Scorecard: BSC) 4 perspectives pickled fish products of ban-thanonkhong community, 3) the expanding market opportunities of the pickled fish product ban-thanonkhong community into the digital market, it is participatory action research (PAR), in conjunction with quantitative and qualitative research methods. The results that process improvement and packaging of the pickled fish product that can extend the preservation period from 2-5 days to 4-17 days. Digital marketing, manufacturer or entrepreneur pickled fish producer, ban-thanonkhong community, can use digital media to benefit in increasing distribution channels and sales to 100–120 kilogram per day or an increasing 60 percent. However producers or entrepreneurs has established a competitive strategy by equilibrium management techniques (Balanced Scorecard) 4 sides including; financial perspective, customer perspective, internal process perspective, learning and growth perspective, consequently, consumers are aware of good digital marketing channels and pickled fish product, ban-thanonkhong community, able to compete effectively both regionally and nationally sustainable.</p> Kusuma Palaprom Kritchakhris Nawattanaprasert Copyright (c) 2022 Business Review Journal 2022-06-27 2022-06-27 14 1 311 329 Marketing Motivation Influencing Higher Education Students' Traveling to Participate in Electronic Sports Events <p>This research aimed to study the online gaming behavior and the motivation of marketing mix including factors that influence higher education students' decision to travel to participate in Electronic Sports Events. The data were collected from a sample of 200 people using accidental sampling method to analyze the data with descriptive statistics and inferential statistics to explain the prediction of variables used in the study by means of multiple regression analysis.</p> <p>The results of the research according to the research related to online gaming behaviors, it was found that most of the students had been playing online games for 5 years or more. The average time spent on playing online games was 4 - 6 times per week with the time spent on playing online games between 20.01 - 24.00 and most of them played online games at home or at a dormitory, and played online alone for entertainment and stress relief. It was found that the independent variables that had the power to predict the attracting factors influencing the decision to travel to participate in Electronic Sports Events the most were overall satisfaction, experiences gained from participating in Electronic Sports Events, and the intention of introducing the events, respectively. </p> Issarapong Poltanee Umaporn Boonphetkaew Copyright (c) 2022 Business Review Journal 2022-06-27 2022-06-27 14 1 330 345 A Structural Equation Model of Factors Influencing Community-Based Tourism Success in Thailand <p>This research aims to develop and analyze the causal relationship of factors affecting the success of tourism communities in Thailand. The tool used in this research was a questionnaire to collect data provided by tourism community administrators or the tourism community committee under the responsibility of the Department of Community Development. There are 665 tourism communities which were divided into (A) outstanding and (B) rising-star communities. The analysis employed structural equation model, and an in-depth interview was conducted with 12 key informants. The results showed that the relationship model between transformational leadership, strategic management, marketing strategies, community involvement, the potential of the tourism community and governmental support had a direct positive influence on the success of the tourism communities in Thailand. In other words, the hypothetical model was consistent with the empirical data at the test statistics of 1.037, CFI=1.00, GFI=0.98, AGFI=0.96, RMSEA=0.008 and SRMR=0.011. From the in-depth interview, the key informants suggested additional factors, namely occupational health and safety factors which might result in the success of the tourism communities in Thailand.</p> Thotsapon Preechasin Noppadol Punpanich Copyright (c) 2022 Business Review Journal 2022-06-27 2022-06-27 14 1 346 364 Factors Impacting on Satisfaction and Word-of-Mouth of DanceSport Club in Chengdu <p>This study investigates the impact of perceived value, brand trust, brand identification, image, and perceived usefulness on satisfaction, and satisfaction on word-of-mouth of DanceSport clubs in Chengdu. Quantitative analysis and multi-stage samplings are applied to analyze data collection of 500 samples. Probability and non-probability sample methods were used to reach target respondents of parents of the selected DanceSport clubs’ registered members aged 4 to 14 years old. Confirmatory factor analysis (CFA) and structural equation model (SEM) were used for model fitting, reliability and validity analysis. The results indicate that word-of-mouth is driven by satisfaction, and the satisfaction is impacted perceived value, image, brand identification, and brand trust, respectively. Perceived usefulness has no significant impact on satisfaction, as well as brand identification that does not have a direct impact on word-of-mouth. Therefore, club’s owners and marketing practitioners are suggested to prioritize their marketing and operation management strategies in building and enhancing customer satisfaction through creation of value, reputation, and engagement.</p> Yan Wang Somsit DuangeKanong Copyright (c) 2022 Business Review Journal 2022-06-27 2022-06-27 14 1 365 384 Creative Business Network Management of The Service of The Co-Operated Pharmacy in Thailand <p>A study to develop a conceptual framework for creative business network management of The Service of The Co-Operated Pharmacy in Thailand. This research gathers documents from books, articles, journals and content research by literature review with documentary research and various research works to develop variable factors of creative business network management of The Service of The Co-Operated Pharmacy. This is an important relationship between the organization and efforts that has been made to share resources as a key mechanism of operation approach.</p> <p>The results revealed that creative business network management is in the effective management of inter-organizational business. It also creates a relationship of the organizational level. Moreover, it is the cornerstone of dynamic capability and marketing innovation capability in the effective of The Service of The Co-Operated Pharmacy performance. This research summarizes and concludes a conceptual framework to creative business network management of The Service of The Co-Operated Pharmacy and a guideline for empirical research studies in the future.</p> Anan Watcharadamrongkun Jantana Sansook Viroj Jadesadalug Copyright (c) 2022 Business Review Journal 2022-06-27 2022-06-27 14 1 385 400 Enhancing Development of Local Food based on Cultural Uniqueness in Upper North-Eastern Cluster 1 <p>This research aimed at identifying a prototype of local food based on cultural identity and developing a new prototype in Upper Northeastern Cluster 1 which consists of Udon Thani Province, Nong Khai Province, Bueng Kan Province, Nong Bua Lamphu Province, and Loei Province. This research adopted qualitative research method: focus groups, participatory observation, semi-structured selection interviews to collect the data and analyzed by content analysis technique. The population and sample of each province consists of 3 members of the jury, 1 representative from the governor, 2 media representatives, 30 representatives from the community with experience in local cooking to welcome tourists, and 12 representatives from stakeholders by purposive sampling. The findings revealed that there were 15 prototypes of local food based on cultural identity in Upper Northeastern Cluster (from 3 prototypes per province, which consists of 2 meat diet and 1 sweet dish in each of the 5 provinces). The results revealed that the food items that were developed in the local food model were able to deliver value in creating food to suit the lifestyles of today's consumers.</p> Jaruporn Meesuptong Copyright (c) 2022 Business Review Journal 2022-06-27 2022-06-27 14 1 401 419 Different Perspectives of Transformational Leadership <p>This research aims (1) to study the perception of leaders ‘transformational leadership (2) to study the perception of transformational leadership of followers towards their leaders and (3) to compare the perception of transformational leadership between the leaders and the followers. Mixed methods which included of quantitative and qualitative research was employed. The data was collected from two sources, leaders, and followers, 28 people who worked in the same team. All of them worked as a human resource business partner. Data analysis consists of Mean, Standard Deviation (S.D.) and Thematic analysis.</p> <p> The results revealed that the leaders perceived a higher score on their transformational leadership than the followers. The different between leaders and followers scores emerged because the leaders did not pay attention in listening to their followers attentively. Most leaders had a strong self - esteem and insist on their own ideas. Consequently, the leaders perceived themselves from their own aspect rather than from the followers’ point of view. Furthermore, the leaders and the followers had a dissonance viewpoint of the importance of work. These all were the causes of different perspectives on transformational leadership. As a result, it might affect relationships and work efficiency in an organization.</p> Monthon Sorakraikitikul Panyatip Wongwuttiratkul Copyright (c) 2022 Business Review Journal 2022-06-27 2022-06-27 14 1 420 434 Behavior and Satisfaction of Indian Tourists towards Thai Tourism Image <p>Purpose of this study is to examine behaviors of tourists. Outcome of the study relates to the satisfaction of the Indian tourists towards a marketing mix for Thai tourism industry and provides guideline for further development of Thai tourism marketing plan for Indian tourists based on the perception of Indian tourists on Thai tourism. Closed-end questionnaire is used to collect data from related agencies involved in tourism. 400 sample size is taken for the study by using Taro Yamane's formula at 95% confidence level with 5% degree of error.</p> <p>The result showed that most of Indian tourists traveling in Thailand prefer to travel with friends/acquaintance during vacation for several consecutive days. Attractive tourist images of Thailand followed by other images such as quality and variety of tourist activities, rich Thai culture and convenience of accessing tourist places, respectively. Safety in traveling has been perceived as weak. It is regarded as an obstacle Indian tourist. Demographic characteristics of Indian tourist are significantly different, motivation of Indian tourists towards Thai tourism was statistically significant at the 0.05 confidence level.</p> Usanee Watcharaphaisankul Peeraya Setthapat Copyright (c) 2022 Business Review Journal 2022-06-27 2022-06-27 14 1 435 447 Organizational Creativity Management Affecting the Innovative Model in the Real Estate Business <p>The purposes of this research were to study the 1) organizational creativity management, 2) success of innovation in estate business. This study using quantitative method to gather through questionnaires by 400 samples of the worker in the real estate business. Data were analyzed by descriptive and inferential statistics.</p> <p>The results showed that most of the respondents were males, aged 25 – 35 years, bachelor’s degree and an average monthly income of 20,000 – 30,000 Bath, worked in the building department for 4 – 6 years and paid attention to the importance of the innovation management in terms of the individual creativity and innovation in the highest level. Furthermore, the relationship among factors, including the personnel’s creativity, tasks that promote creativity, and the executives’ support in creativity related to the success in the innovation operation of the organization. In order to create the innovation that suited the Thai context well, the study suggested that ones should truly understand the present situations and trends in the real estate business to be able to propose an appropriate plan for the innovation operation for the organization. In addition, the organization should implement the policy that would promote creativity in all levels of personnel through various activities.</p> Chalermporn Yenyuak Copyright (c) 2022 Business Review Journal 2022-06-27 2022-06-27 14 1 448 459 Factors Influencing the New SMEs Decision to Purchase the Product Via Chinese Platform for Shopping : A Case Study of TAOBAO <p>The purpose of this research was to study the attitudes of new entrepreneurs influencing purchasing decisions and online marketing mix (6P) with reference to Taobao platform. The population is based on new entrepreneurs engage in trading business by purchasing products on Taobao platform, using the Stratified Random Sampling method. The sample was collected using a questionnaire from a sample of 400 new entrepreneurs. The analyzed statistics were as follows: descriptive statistics and multiple regression statistics. There is no difference in purchasing decisions on Taobao platform. The monthly income has different purchasing decisions on Taobao platform. The online marketing mix (6P) influences the decision to purchase products on Taobao platform for 3 aspects: Marketing Promotion, Maintain Privacy and Pricing. With regard the attitude factor that influences the decision to purchase on Taobao platform, new entrepreneurs think that in Taobao platform there is a wide variety of products and imported goods will be able to meet the market demand. In the test of attitude factors and online marketing mix (6P) influencing purchasing decisions on Taobao platform, the level of significance was 0.05.</p> Morakhot Kamphangphet Teerat Ratrawetakorn Bussaba Thaoraktrakul Anchali Sombun Copyright (c) 2022 Business Review Journal 2022-06-27 2022-06-27 14 1 460 476 Influencing Factors on the Success of New Product Development in Supply Chain of Home Appliances Industry <p>This research study is to study the success factors influencing the development of new products in the electrical appliance industry supply chain and to propose guidelines for the development of new products in the electrical appliance supply chain. Quantitative research was conducted by collecting questionnaires from a sample of 325 persons. Data analysis uses statistical programs to analyze statistics related to percentage, mean, standard deviation and the evaluation of success factors that influence product development. The findings showed that in a four-component factor analysis, 19 variables were grouped by combining the correlated variables into a single group and the variables were rotated using the Varimax method. In conclusion, the four factors are the development of innovation, technological commerce, product improvement and development of research and development personnel influence the success of new product development of the enterprise. With the Varimax method, a new product development approach in the electrical appliance supply chain is a key achievement, cross team received, support from senior management and there is an organizational structure that can help support the linking of key success factors to product development components of efficiency, speed and cost.</p> Sittichok Sinrat Nantawan Boonraksa Rapee Udomsub Copyright (c) 2022 Business Review Journal 2022-06-27 2022-06-27 14 1 477 493 The Development of The Distribution Channels for Samutprakarn Pla Salid (Snakeskin Guarami) Products Toward Thai Consumers Market <p>The purposes of research project are to study Samutprakarn pla salid (Snakeskin guarami) product’s target customers and purchasing behavior to design marketing mix strategies for distribution channel of the marketplace alongside Sukhumvit road, exhibitions and online marketing. The exploratory research is performed at marketplace alongside Sukhumvit road through in-depth interview from 16 samples of each of seller and customers. After that the descriptive research by quota random sampling 400 consumers are surveyed from 5 groups in 4 exhibitions. The method of frequency, mean, percentage and chi-square are used for data analysis. The result of the study finds that the selling point is the renown of Samutprakarn Pla Salid and low pricing perception. The main customers consist of women aged 30-40 and 25-30 years old, the income per month is 10,000- 40,000 Baht. The reasons to buy are because of family suggestion as souvenirs and favorite food. The flagship product is middle size single-sunny-pla salid product sold between 150-250 baht per kilogram. The requirements are salty, non-oily, clean, fresh and sellers’ brand printed on zip-lock plastic bag. The interested promotions are discounts by 5-20 baht per kilogram. Online platform is Facebook, Line and website with Kerry and Grab food delivery.</p> Sumet Lurdjariyaporn Pattita Lurdjariyaporn Sakchai Aroonratsameruang Suchart Watakanont Utterpol Thumpaiboon Copyright (c) 2022 Business Review Journal 2022-06-27 2022-06-27 14 1 494 513 The Potential of Enhancing Snakeskin Gourami Fish Production by Knowledge Transfer through Bang Bo Gourami Fish Conservation and Processing Agriculture, Samut Prakan Province <p>The objectives of this research were 1) to increase revenue, ROI 5-10% for Bang Bo Agricultural Cooperative Community Enterprise in Samut Prakan Province 2) to strengthen that enable community enterprises. This study employed statistics to explain the purposive of sampling. The analysis of the cost-revenue, productivity ROI and SROI were analysed in data synthesis through group and in-depth interviews. The results of the study were discussed as follows: Issue 1 generating income for community enterprises. The results of the study found that 1) to promote the request for pond standards; 12 farmers who raised SL and 1 GAP 2) to promote increasing in the productivity of fry with artificial breeding technology. The costs' reduction results from the total cost of buying fish by 50,000 baht and 3) financial planning with farm notes which 6 farmers participated in taking notes. Issue 2: to strengthen the community enterprises can survive found that a new group was formed the Charan Salidhom enterprises. There are a total of 14 members and to expand 3 new members. Inconclusion the results of the research, it was found that the ROI of 2 farmers received ROI increase of 212% and 100%, and the SROI of 0.82.</p> Wichuta Youyong Kantigamaht Rattanaparinyanukool Rattanaparinyanukool Banjertsak Sanhapuckdee Marisa Intharakoed Copyright (c) 2022 Business Review Journal 2022-06-27 2022-06-27 14 1 514 532 พลิกวิกฤตโควิทสู่โอกาสทองเศรษฐกิจไทย : รุกปลุกยุทธศาสตร์สานสัมพันธ์นวัตกรรมขั้นสูงยุดใหม่ไทย-จีน ต่อยอด BRI นำไทยสู๋ศูนย์กลางโลจิสติกสือัจฉริยะโลก ก่อนปี 2030 ชนะ คณารัตนดิลก พิษณุ เหรียญมหาสาร Copyright (c) 2022 Business Review Journal 2022-06-27 2022-06-27 14 1 1 10 การบัญขีเฉพาะกิจการ Specialized Entities's Accounting จรรยา ยอดนิล Copyright (c) 2022 Business Review Journal 2022-06-27 2022-06-27 14 1 577 577