Economics and Business Administration Journal Thaksin University

Editorial

Anuwat Songsom — 2024-10-30

The Accounting Preparation of Community Enterprises in Phatthalung Province

Witaya Khaokhajorn — 2024-10-30

This research is a quantitative and qualitative research. The objectives are: 1) to study the accounting model used by community enterprises in Phatthalung Province, 2) to study the problems and obstacles in the accounting preparation faced by community enterprises in Phatthalung Province, 3) to study and compare the problems and obstacles in the accounting preparation of community enterprises in Phatthalung Province by the size of community enterprise members, registered capital, and potential assessment results, and 4) to study the relationship between problems and obstacles in the accounting preparation of community enterprises in Phatthalung Province and the size of community enterprise members, registered capital, and potential assessment results. Data were collected by using a questionnaire from 246 community enterprise accountants, along with interviews conducted with 18 executives and accountants of community enterprises in Phatthalung Province. The statistics used were percentage, arithmetic mean, standard deviation, t-test, F-test and correlation analysis.

The results of the research were as follows. 1) Most community enterprises recorded receipts and payments manually in the cash receipt and payment books, using supporting documents for daily transaction recording. 2) The state of problems and obstacles in the accounting preparation of community enterprises in Phatthalung Province were found to be at the highest level, for particularly concerning operational tools, utilization of accounting information, internal control, and information technology. 3) The comparison of problems and obstacles in the preparation of community enterprise accounting by membership size, registered capital, and the level of potential assessment result showed some differences depending on membership size, registered capital, and the level of potential assessment result. Furthermore, there was a significant difference at 0.05 level between the problems and obstacles in enterprise accounting preparation and the knowledge and competency of the accountant, and documentation and accounting methods. 4) The relationship analysis of problems and obstacles in the preparation of community enterprise accounting revealed three main relationships. First, the knowledge and competency of the accountants was correlated with the community enterprise members. Second, the knowledge and competency of the accountant, and documentation and accounting methods was related to the registered capital. Third, the knowledge and competency of the accountant, documentation and accounting methods, cooperation and support, and information technology were correlated with the level of potential assessment results.

Assessing the Social Return on Investment of the Hemp Innovation Development Project on the Cultural Capital of the Hmong Ethnicity in the Phop Phra District of Tak Province

Kajornatthapol Pongwiritthon — 2024-10-30

The aim of this study is to evaluate the social return on investment (SROI) of the hemp innovation development project in Phop Phra District, Tak Province, with a particular focus on the cultural capital of the Hmong community. The project involves a diverse group of stakeholders, including village scholars, hemp entrepreneurs, community innovators from various generations, representatives from the Khirirat Subdistrict Administrative Organization, the Provincial Community Development Office of Tak, and the Phop Phra Community Development Office. The sample size was determined through a sample selection technique, beginning with a quota of 31 participants selected via convenience and purposive sampling methods. These participants voluntarily provided information and actively engaged in the project. Outcome mapping was employed to analyze inputs, activities, outputs, and summarized outcomes, with consideration of factors such as deadweight, attribution, and drop-off to evaluate surplus outcome data. To calculate the project's SROI, a financial proxy of the actual results was used. The total investment value (inputs) amounted to 5,183,082.86 Thai baht, while the total investment output was 4,824,804.06 Thai baht. The resulting SROI was calculated at 3.22 Thai baht, indicating that for every Thai baht invested, the project generates a social benefit worth 3.22 Thai baht. It can be concluded that the project has generated significant social value and is a worthwhile investment given the allocated budget for its operation.

Forecasting Tourism Trends in Eastern Economic Corridor (EEC) with Google Trends

Pornpun Ruankong — 2024-10-30

This study aims to investigate the potential of Google Trends variables in predicting short-term tourism trends and to assess the impact of the Coronavirus Disease 2019 (COVID-19) situation on the tourism industry in the Eastern Economic Corridor (EEC), which is a key source of household income. The data used in this research includes the number of tourists (monthly frequency) and Google Trends data related to tourism (weekly frequency), covering the period from January 2015 to June 2021. The study employs an Autoregressive model and the ADL-MIDAS model, followed by an out-of-sample forecast. The results indicate that Google Trends variables enhance the ability to explain changes in visitor counts with a positive correlation. Moreover, the forecast accuracy is improved by including Google Trends variables in the Autoregressive model. The ADL-MIDAS model, on the other hand, is more effective for forecasting under unique circumstances, such as during economic recessions or disease outbreaks. In addition, the study of the consequences of Coronavirus Disease 2019 is shown to reduce travel-related searches, visitor numbers, and tourism revenue. Policymakers can utilize Google Trends data to better anticipate and respond to such disruptions.

Development and Increase Marketing Value for Bamboo Woven Products of Community Enterprise in Phan District, Chiang Rai Province

Nathamon Supbunto — 2024-10-30

The objectives of this research were to: 1) study opinions of marketing mix factors on consumer purchasing decisions for bamboo woven products, 2) explore the relationship between consumers’ perceptions of these factors and their buying behavior when selecting different types of bamboo woven products, and 3) develop a plaited bamboo strip pressing machine to enhance production efficiency by reducing lead time and increasing output during material preparation. The data were collected from two sample groups: 1) a qualitative sample of at least 23 representatives of community enterprise members from Ban Mae Aor Nai Bamboo Weaving Group, and 2) a quantitative sample of 400 Thai consumers who had ever bought or used handicraft wicker products. Qualitative data were analyzed using content analysis, while quantitative data were summarized using descriptive statistics (frequency, percentage, mean, and standard deviation) and the chi-square test for inferential statistics. The findings revealed that the overall importance of the marketing mix factors, as perceived by respondents, was at the highest level ( =4.32, S.D.=0.121). When considering each aspect, the importance of marketing promotion factor was at the highest level ( =4.40, S.D.=0.023). Additionally, a statistically significant correlation (p < 0.01) was found between consumers’ perceptions of marketing mix factors and their buying behavior when selecting bamboo woven product types. Moreover, the development of the plaited bamboo strip pressing machine resulted in a 50% reduction in pressing lead time and increased output for material preparation. This improvement can serve as a guideline for community enterprises to enhance product quality, standardization, and marketing strategies to better meet customer needs.

An Analysis of Financial and Social Returns from Safe Agricultural Products Production, Chiang Rai Municipality, Chiang Rai Province

Waewdao Promsen — 2024-10-30

This research paper investigated the financial and social returns of producing safe agricultural products in Chiang Rai Municipality, Chiang Rai Province. The research population consisted of stakeholders involved in the production of safe agricultural products. The sample groups were selected through both specific targeted and chin sampling methods, with a total of 36 stakeholders including 23 farmers, 3 municipal officials, and 10 consumers in Chiang Rai Municipality. Data was collected through in-depth interviews in an informal conversation format, as well as participatory observation and group meetings. The instruments were assessed through content validity, and the accuracy of qualitative data was examined through triangulation techniques.

The findings of this research revealed several significant outcomes. Firstly, in terms of financial returns, the average return on investment per acre per year for farmers engaging in the production of safe agricultural products was found to have a remarkably swift payback period of 7 months. Additionally, the minimum breakeven point per acre per year was calculated to be 339.74 kilograms. Furthermore, the research highlighted a maximum rate of return on investment per acre per year of 10.09%. Moreover, the research investigated the social returns derived from the production of safe agricultural products. Notably, the findings indicated that for every 1 baht invested in the production process, there was a social return of 1.32 baht

Enhancing Professional Skills and Using Technology on Digital Platforms to Raise Income Levels of Low-Income Earners Under the New Normal Way of Life in Kanchanaburi Province

Malinee Kumkrua — 2024-10-30

The objectives of this research were to: 1) study the potential and needs for professional skills development and technology skills on digital platforms, 2) study forms of enhancing professional skills and technology usage on digital platforms, 3) enhance professional and technological skills on digital platforms to raise income levels, and 4) assess the quality of life after enhancing professional skills and technology usage on digital platforms for elevating the income of low-income earners under the new normal in Kanchanaburi Province. Data was collected using questionnaires and focus group interviews and analyzed through descriptive statistics and content analysis. The research findings revealed that: 1) the potential to develop professional skills and digital technology skills among low-income earners in Kanchanaburi Province was at a moderate level. The primary needs for knowledge development included knowledge and career planning while the need for professional skill development included professional skills and using digital tools to run online marketing; 2) the recommended forms for enhancing professional skills and skills using technology on digital platforms include organizing training sessions, conducting workshops, and creating manuals or instructional videos. Dissemination should be in an online format, with trainees grouped based on their proficiency: those with no or minimal digital platform skills and those with existing digital skills; 3) training should focus on enhancing professional skills, investment knowledge, career planning, and using digital tools for online marketing; and 4) the overall quality of life after professional skills enhancement and digital platform training was found to be at a high level.

Marketing Mix Factors and Socio-Psychological Factors Affecting to Hotel Selection of Millennials Travelers in Pathum Thani Province

Pornnapa Thanapotivirat — 2024-10-30

This research aimed to investigate 1) the marketing factors and 2) the social and psychological factors that affect the decision-making process in selecting hotel services among millennials. The population and sample group comprised permanent and temporary residents of Pathum Thani Province, who resided in 7 districts. The processes employed were quota sampling selection and convenience sampling method to select 385 participants. The statistical analysis included percentage, mean, and standard deviation, along with the use of “multiple regression analysis”. The findings reveal that 1) marketing factors such as product, price, location, marketing contributions, manpower, process, and demographics significantly affect the decision-making process for hotel services among millennials in Pathum Thani Province. The correlation (R Square) is 75.3%, while the adjusted R Square is 62.7%, with a significance level of 0.00. Additionally, 2) social and psychological factors, including activities, interests, and opinions, also significantly impact the decision-making process for hotel services among the participants. The correlation (R Square) for this is 86.8%, and the adjusted R Square is 75.3%, with a significance level of 0.00.

Factors Affecting Household Debt in Thailand

Atipan Vansuriya — 2024-10-30

Household debt is an important issue because it poses a risk to the Thai economy as a whole and also affects the quality of life of households in Thailand. This study aims to examine the household debt situation and the factors affecting household debt in Thailand. The data used came from the 2019 Household Socio-Economic Survey, which included 45,586 households, and was analyzed using Binary Logistic Regression. The study found that most Thai households had the main objective of borrowing for household consumption, and 7.52 percent of them were at risk of defaulting on debt payments. When the factors affecting Thai household debt were analyzed, the results showed that the key factors influencing household debt tendencies included sex, residential area, age, marital status, number of household members under 15 years old, disabilities, median household income, savings, real estate ownership, and employment status. To address these problems, there should be a focus on improving financial literacy, encouraging emergency savings to build financial resilience, providing financial assistance policies for households with dependents, promoting long-term savings, and accelerating the reduction of debt ratios related to household consumption.

Personal Factors and Perception of the COVID-19 Epidemic Influence Emerging Disease Insurance Demand

Janyaporn Kaewyod — 2024-10-30

The objectives of this study were to examine personal factors and investigate the influence of perceptions about the COVID-19 epidemic on the demand for emerging disease insurance. Quantitative data were collected using a convenience sampling method from a sample group of 450 Thai participants aged 18–60 through a questionnaire survey. Descriptive statistics, such as percentage values, arithmetic mean, and standard deviation, were used to summarize the data, while regression analysis was employed to test the hypotheses.

The findings revealed that the perception of the COVID-19 epidemic was high across all dimensions, especially in terms of information awareness, perceived risk, and the severity of COVID-19, which had the highest mean scores. The demand for emerging disease insurance was also found to be high. Furthermore, personal factors (gender, age, and education level) and COVID-19 perception factors (perception of information, perceived risk and severity, perception of COVID-19 insurance, perception of distribution channels, and perception of the insurance company’s image) were identified as statistically significant predictors of the demand for emerging disease insurance.

Potential and Competitiveness of Tour Guides in Songkhla Province

Korkaew Jankingthong — 2024-10-30

Tour guides play an important role in tourism, the main industry that generates the highest income for Thailand. In addition, potential and competitiveness are critical factors for survival in the present. The objectives of this research were: 1) to assess the potential and competitiveness levels of tour guides in Songkhla Province, and 2) to compare these factors among tour guides in the province, classified by personal characteristics. The sample consisted of 400 tour guides, including general, dedicated, and community guides in Songkhla Province. The study employed quota sampling to achieve uniformity in sample allocation across 16 districts, ensuring the selection of precisely 25 samples from each district. A questionnaire was used as the tool for data collection. The data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation. Inferential statistics were also employed to test the hypotheses through One-Way ANOVA. The results revealed that, overall, tour guides had potential and competitiveness at a high level. When considering each aspect, it was found that the tour guides had professional ethical potential, and competitiveness in cost management at the highest level. Comparisons based on personal characteristics revealed that tour guides of different ages, average incomes, and experience levels had varying degrees of work skill potential. Additionally, tour guides with different education levels demonstrated differences in knowledge potential. Regarding competitiveness, significant differences were found in cost management among tour guides of varying ages, education levels, and average monthly incomes. Furthermore, tour guides with differing experience levels showed distinct competitiveness in creating unique experiences. The benefit of this research is that educational institutions producing graduates to be tour guides will be able to see a clearer picture of how information can be applied in instructional design. In addition, people involved with tour guides will find ways to keep the guides in the profession for the long term.

Measurement Service Productivity: The Case Study of the Wedding Photography Businesses in Khon Kaen Province

Mana Kijpruek — 2024-10-30

There is an attempt of measuring service productivity in order to analyze performance of the service business. Since wedding photography businesses are struggling due to a variety of issues, service productivity has decreased. The purpose of this research is to measure and analyze the service productivity of 15 wedding photography businesses located in Khon Kaen province. In-depth semi-structured interviews were conducted to gather input and output variables over a one-month period from the 15 wedding photography businesses. The collected data were analyzed using Data Envelopment Analysis (DEA) with an input-oriented approach. The productivity measurement of the wedding photography businesses consists of 3 input variables and 2 output variables. The findings indicated that 6 wedding photography businesses were efficient under the CRS model, and 7 were efficient under the VRS model. The guideline from efficient wedding photography businesses is recommended to improve service productivity in the wedding photography business in terms of operations management by using the best practice units as a benchmark for inefficient DMUs. The results of this research are expected to benefit wedding photography businesses operating in similar contexts and contribute to the broader service sector for further study.