Economics and Business Administration Journal Thaksin University

Editorial

Anuwat Songsom — 2026-01-28

Community-based Tourism at Tamot District, Phatthalung Province: Exploratory Factor Analysis

Orachan Sirichote — 2026-01-28

This research aims to investigate the dimensionality of community-based tourism at Tamot district, Phutthalung province. The research sample consisted of 400 Thai tourists aged 20years and over, who have visited community tourism sites in Tamot district, Phatthalung province. The sampling method was convenience sampling. The research instrument was 5-point Likert scale questionnaires. The preliminary scale consisted of 19 items (a= .944). Data was analyzed via exploratory factor analysis, using SPSS. The results indicate that community-based tourism had three dimensions including (1) tourists experience, (2) environment and services and (3) community products with 15 indicators. Executives, marketers and government agencies related to tourism can use the research results to promote and create tourism products that are in line with community tourism in Tamot district, Phatthalung province, taking into account all three dimensions to strengthen and make community tourism in Tamot district, Phatthalung province stronger and more outstanding.

Environmental, Social and Governance Disclosure, ESG Reputation and Firm Performance: Sensitive Industries

Nantiya Promtong — 2026-01-28

The objectives of the study were to 1) study the influence of environmental, social and corporate governance [ESG] disclosure, and ESG reputation on the firm’s performance, and 2) test the role of ESG reputation as a mediator. The sample group consisted of 262 listed firms in the Stock Exchange of Thailand in sensitive industries. Secondary data was collected from the SETSMART database. Data was analyzed using descriptive statistics which were mean, standard deviation, percentage, and hypotheses were tested using path analysis. Results of indices to determine whether the path model has acceptable fit showed that the RMSEA value was 0.00, SRMR value was 0.00, TLI value was 1.00, and CFI value was 1.00. Thus, these indices all demonstrate that the tested path analysis model has an acceptable fit. The results found that 1) ESG disclosure had no direct or indirect influence on the firm’s performance, 2) ESG disclosure had a direct influence on ESG reputation, and 3) ESG reputation had no roles as a mediator variable. Therefore, top management in the sensitive industries should pay attention to ESG practices and presentations because it can improve ESG reputation. Moreover, the findings will be useful for policymakers in formulating relevant policies.

Furniture Product Design and Development Based on Consumer Demands: A Case Study of Products Made from Palmyra Palm Leaf Stalk in the Singha Nakhon Peninsula, Songkhla Province

Panyos Worachetwarawat — 2026-01-28

Promoting knowledge in developing furniture products to align with market demands, while utilizing agricultural waste, serves as a sustainable approach for local businesses. This research aims to (1) study market demand trends for furniture made from sugar palm wood, (2) develop and create product prototypes, and (3) transfer technology to the community. A survey of 400 participants revealed that most consumers are females aged 21–40, engaged in business occupations, and make purchasing decisions based on product attributes with an average score of 4.00. Consumers showed the highest interest in living room and lounge sets, accounting for 60% of preferences. Product development prioritized functionality and quality, including testing upholstery fabrics enhanced with nanotechnology for dyeing, water repellency, and fire resistance. Satisfaction assessment from 400 participants indicated high approval in terms of utility, aesthetics, price, value, distribution channels, and marketing promotion. Marketing strategies should focus on showcasing physical products and online sales. Finally, the research successfully transferred knowledge and technology to community enterprises for commercial production.

Causal Factors Affecting Consumer Purchase Decisions for Cannabis-Infused Food and Beverages in Mueang District, Songkhla Province

Lalita Suratago — 2026-01-28

This research aimed to investigate the factors influencing consumers’ purchasing decisions of food and beverages containing cannabis in Mueang District, Songkhla Province, an area with high economic and social growth, where the number of restaurants and beverage shops using cannabis as an ingredient has been increasing. The sample consisted of 250 consumers residing in Mueang District who had experience purchasing and consuming cannabis-infused food or beverages, selected using a purposive sampling method. The research instrument was a questionnaire that had been tested for validity and reliability. Subsequently, the data were analyzed using statistical methods and causal relationship analysis through Partial Least Squares Structural Equation Modeling (PLS-SEM) to investigate the cause-and-effect relationships among the variables. The findings revealed that health consciousness, product factors, perceived financial risk, and perceived social risk significantly influenced consumers’ purchasing decisions regarding cannabis-infused food and beverages. The results of this study provide valuable insights for marketing strategy formulation and product development, allowing cannabis-infused food and beverage businesses to effectively address consumer needs. In addition, the findings enhance competitive advantage and promote sustainable income generation for businesses as well as the local economy.

Factors Affecting Online Shopping Decisions Among Middle Adolescents in Hua Hin District, Prachuap Khiri Khan Province

Likita Chalermpolyothin — 2026-01-28

This research aimed to investigate: 1) the online purchasing behavior of middle adolescents in Hua Hin District, Prachuap Khiri Khan Province, and 2) the causal factors influencing their online purchasing decisions. This study employed a quantitative research design with a sample of 400 middle adolescents from Hua Hin District. The research instrument used was a questionnaire, and the data were analyzed using percentage analysis and hypothesis testing. Model fit was evaluated using two indices: the Chi-square statistic and the Root Mean Square Error of Approximation (RMSEA) Structural Equation Modeling (SEM) was also applied for data analysis.

The results indicated that the factors influencing online purchasing decisions among middle adolescents showed that satisfaction had the strongest effect, with a standardized influence coefficient of 0.73, which was statistically significant at the .001 level. This was followed by perception (0.69), brand (0.68), and preference (0.64), all of which were statistically significant at the .001 level. The hypothesis testing of the structural model revealed that the component factors influencing online purchasing decisions among middle adolescents were consistent with the empirical data and demonstrated a good level of model fit, in accordance with the proposed hypotheses.

Factors Influencing the Behavioral Usage of AI Chatbots among Generation Y and Z in the Central Region of Thailand

Kittisak Songthong — 2026-01-28

This research aims to examine the factors influencing the usage behavior of AI chatbots among Generation Y and Z users. The study employs a quantitative research approach, utilizing a questionnaire to collect data from a sample of 400 respondents. The sample comprises individuals born between 1981 and 2012 who have used AI chatbots at least once in the past month. Data analysis was conducted using percentage, mean, standard deviation, one-way analysis of variance (ANOVA), and multiple regression analysis. The findings indicate that demographic factors (gender, age, education level, occupation, average monthly income, and work experience), technology acceptance and usage factors, and innovation diffusion factors P-valuenificantly influence the AI chatbot usage behavior of Generation Y and Z users at a statistically P-valuenificant level. The findings of this study are beneficial to entrepreneurs and organizations, as they can be utilized to develop products that align with user needs, formulate business and marketing strategies, enhance operational efficiency, and implement AI chatbot technology effectively within the business sector in accordance with market demands.

Tax Collection Efficiency of the Excise Office Case Study of the Excise Office Region 6

Khwanta Phopanpa — 2026-01-28

This research aims to study the principles of good excise tax, the efficiency of tax collection, and the principles of good excise tax that effect the tax collection efficiency of agencies under the Office of Excise Department Region 6. The sample consists of 198 personnel from the Office of Excise Department Region 6, selected through stratified random sampling. Data was collected using a questionnaire and analyzed using descriptive statistics, including percentages, means, and standard deviations, as well as inferential statistics, specifically multiple regression analysis.

The findings indicate that the level of good excise tax principles (the aspect of fairness) is high, while the effectiveness of tax collection (the assessment of operational potential) is also high level too. Ease of tax collection, behavioral impacts, flexibility, and alignment with government policy are significantly impact to the effectiveness of tax collection, but fairness and effectiveness do not show significantly statistical. The suggestion are excise officers should be facilitate, act flexibly and alignment with government policy with taxpayers, additionally fairness and effectiveness should be improved to enhance efficiency and maximize the benefits of tax collection, along with the use of technology to operational processes for convenience.

Influence of Supply Chain Management on Customer Loyalty in the Hotel Business for Sustainable Business

Ketkuda Kotikul — 2026-01-28

This study aims to 1. validate the underlying constructs of supply chain management influencing customer loyalty within the hotel industry in the context of business sustainability, and 2. analyze the causal influence of supply chain management on customer loyalty within the hotel industry in the context of business sustainability. The research sample comprised 252 hotel executives and supervisors from member hotels of the Thai Hotels Association, selected via multistage sampling. Data were collected through a structured questionnaire and analyzed using Structural Equation Modeling (SEM).

The model demonstrated an acceptable fit to the empirical data, as indicated by fit indices x² = 223.27, df=172, p-value = 0.005, x²/df=1.29, RMSEA=0.076, SRMR=0.092, CFI=0.91, GFI=0.91 AGFI=0.90, NNFI=0.94 and NFI=0.90. The latent variables collectively accounted for 54% of the variance in customer loyalty. The results further identified supply chain management, corporate social responsibility, and customer satisfaction influence on loyalty. Based on these findings, hotel operators are advised to prioritize initiatives that enhance customer satisfaction, particularly in relation to room quality and service excellence. Concurrently, improving risk management practices within the supply chain and expanding corporate social responsibility efforts—especially through community engagement—are essential strategies. These approaches contribute significantly to fostering customer loyalty and promoting the sustainable development of hotel businesses.

Factors Influencing Customer Repurchase Intentions for Sun-Dried Fish Products via Facebook Fan Pages in Nan Province

Jittra Punroob — 2026-01-28

The purpose of this research was to examine the factors that influence customer repurchase intentions for sun-dried fish products on Facebook fan pages in Nan province using the theory of planned behavior (TPB) framework. The study incorporated five predictive variables, including product quality, online store environment, promotion, customer service, and customer satisfaction. Data was collected from 400 respondents with online shopping experience via Facebook in Nan province. The analysis involved descriptive statistics and multiple regression analysis to test the research hypotheses. The results indicated that repurchase intentions were positively and significantly impacted by product quality (β = 0.781), online store environment (β = 0.154), promotion (β = 0.118), and customer satisfaction (β = 0.067), all with p < 0.01. However, customer service (β = -0.092) was found to have a negative but statistically significant influence on repurchase intentions (p < 0.01). The study highlights the importance of product quality, online store environment, promotion, and customer satisfaction, as these factors were found to positively influence repurchase intentions. Conversely, repurchase intentions were negatively impacted by deficiencies in customer service quality. Therefore, improvements in product quality and customer service, enhancements in promotional strategies, and efforts to foster customer satisfaction are recommended to increase the likelihood of repeat purchases through Facebook fan pages in the long term.

The Impact of the Working Environment on Employee Job Satisfaction at Liuzhou City Vocational College, Guangxi, China

Liujun Li — 2026-01-28

The purpose of this study was 1) to assess the perceived importance of the working environment among employees, 2) to evaluate their level of job satisfaction, and 3) to examine the influence of the working environment on job satisfaction among employees at Liuzhou City Vocational College in Guangxi, China. The sample consisted of 300 employees, including full-time and contract teachers who have worked for more than one year at Liuzhou City Vocational College in Guangxi Province in 2023, selected using a quota sampling method. Data was collected through an online questionnaire administered via WeChat and the Specify platform. The study provided actionable insights that are directly applicable to improving employee satisfaction and operational efficiency within the college. Both descriptive and inferential statistical analyses were conducted, with multiple regression analysis used to interpret the results.

The results indicated that all factors were rated as highly important, with the priority being organization policy, followed by relationships with co-workers, and job safety and security ranked as the least important. Overall, the job satisfaction of employees was also found to be at a high level. Additionally, the multiple regression analysis revealed that all elements of the working environment positively influenced employee job satisfaction at the 0.05 significance level. The most influential element was the relationships and management style of supervisors. Organizations can utilize these findings as guidelines for developing or improving the working environment to enhance employee satisfaction and efficiency.

The Relationship Between Precision Marketing Characteristics and Precision Marketing Strategies Affect Consumer Purchase Intention: An Exploratory Study on Taobao Users

Zheyun Zheng — 2026-01-28

This study investigated the relationship between precision marketing characteristics, precision marketing strategies, and consumer purchase intentions, focusing on Taobao users. The research employed a mixed-method approach, using 20 in-depth interview samples for qualitative analysis and 304 samples for quantitative research. The interview results revealed key precision marketing strategies such as dynamic pricing, personalized product recommendations, and targeted promotions, which significantly influenced consumer purchase behaviors. Furthermore, the quantitative analysis explored how factors such as immediacy, targeted ness, and interactivity impacted purchasing behavior. The findings showed significant positive correlations between precision marketing strategies, precision marketing characteristics, and consumer purchase intentions, with demographic factors like age, gender, education, occupation, and income playing a critical role. This study contributes academically by providing empirical evidence to enrich the understanding of precision marketing's impact, and offers actionable recommendations for companies to design personalized marketing campaigns that enhance consumer engagement, loyalty, and sales in a competitive digital landscape.

Revitalizing Domestic Tourism Amid the Pandemic: An Assessment of Tourism Economic Resilience in Japan and Thailand’s Stimulus Campaigns

Prakrit Rakwong — 2026-01-28

The COVID-19 pandemic caused an unprecedented shock to the global tourism industry, including those in Japan and Thailand. In response, both the Japanese and Thai governments decided to launch large-scale domestic tourism stimulus campaigns – Go To Travel and We Travel Together, respectively – as mechanisms to support resilience. This article employs a documentary analysis of tourism agency data, government reports, academic articles, and news media. Adopting Norris et al.’s conceptual framework of resilience, the paper assesses tourism economic resilience provided by these campaigns based on three criteria: robustness, redundancy, and rapidity. In terms of robustness, both campaigns demonstrated strong financing and substantial returns for the overall tourism industry. Regarding redundancy, the campaigns were complementary and could be substituted by other similar programs such as Go To Eat and Let’s Go Halves. Lastly, the fact that both governments launched the campaigns only six months after confirming their first COVID-19 cases underscores their rapidity. Despite certain challenges, these campaigns contributed to the tourism sector’s resilience, as highlighted by their robustness, redundancy, and rapidity, and ultimately helped revitalize the tourism industry in both countries during the crisis.