Executive Journal

Relationship between Efficiency and Profitability of Hotel Businesses Listed in the Stock Exchange of Thailand

Amnat Manajitprasert, Thnayakorn Chansarn — Fri, 19 Dec 2025 00:00:00 +0700

This study aims to investigate the relationship between efficiency and profitability of 10 hotel businesses listed in the Stock of Exchange of Thailand during 2001–2024. Efficiency of hotel business is measured by 3 financial ratios, including fixed assets turnover ratio, inventory turnover ratio and sales and administrative expense to total revenue ratio, while profitability is measured by 2 financial ratios, including net profit margin and return on assets. The findings reveal that sales and administrative expense to total revenue ratio has the negative effect on both net profit margin and return on assets. That is, one percent increase in sales and administrative expense to total revenue ratio will cause net profit margin and return on assets to decrease by 1.0566 และ 0.1040 percent, respectively. In addition, this study finds that it has the adverse impact on net profit margin but no impact on return on assets as one time increase in fixed assets turnover ratio will lead to 15.7514 decrease in net profit margin. Nevertheless, the findings reveal that inventory turnover ratio does not have any relationship with either net profit margin or return on assets.

Sustainable Leadership Factors of Private Secondary School Administrators and Their Influence on Personnel Job Satisfaction in Nakhon Pathom Province

Chutinate Buaphuan, Hathaikarn Kulwachirawan — Fri, 19 Dec 2025 00:00:00 +0700

This research aimed to study the sustainable leadership factors of private secondary school administrators and their influence on personnel job satisfaction. The sample consisted of 305 teachers and personnel of private secondary schools in Nakhon Pathom Province, randomly selected based on the proportion of schools in each district. The research instrument was a questionnaire. Data were analyzed using descriptive statistics and multiple linear regression analysis. The findings revealed that: 1) The level of sustainable leadership factors of private secondary school administrators, with overall opinions at a high level, 2) study the level of the job satisfaction of personnel is at the highest level, and 3) the sustainable leadership factors of private secondary school administrators affecting the job satisfaction of personnel, ranked from the factors with the highest to lowest influence, namely, promotion of diversity; depth of knowledge; morality, ethics, and fairness; and the distribution of leadership, respectively, With the 4 sustainable leadership factors affecting the job satisfaction of personnel at 72.70 percent, while the factors of continuation of success and working together did not have a statistically significant effect.

Memorable Thai Food Experiences as Determinants of Tourist Satisfaction and Behavioural Intentions

Siripan Deesilatham — Fri, 19 Dec 2025 00:00:00 +0700

Memorable food experiences are increasingly recognised as a critical dimension of tourism, shaping visitor satisfaction and future behavioural intentions. Drawing on the experiential travel framework, this study examines how memorable Thai food experiences (MTFEs) influence tourist satisfaction and behavioural intentions, thereby advancing understanding of food tourism and contributing to the broader experiential travel literature. Using a structured questionnaire and validated measurement scales, data were collected from 334 international tourists in Bangkok. Partial least squares structural equation modelling (PLS-SEM) was applied to assess the direct and indirect effects of four MTFE dimensions: culinary delight, culinary memory of youth, delightful culinary nostalgia, and culinary novelty. The results indicate that culinary delight significantly enhances both satisfaction and behavioural intention, while delightful culinary nostalgia influences satisfaction but not behavioural intention directly. Culinary memory of youth has a positive effect on behavioural intention but no significant impact on satisfaction, and culinary novelty demonstrates no significant effect. Satisfaction emerges as a strong predictor of behavioural intention and partially mediates the relationship between culinary delight and behavioural intention. These findings highlight the centrality of emotionally engaging culinary experiences and provide practical implications for destination marketers seeking to foster loyalty through culturally rich food tourism strategies.

Behavioral Reasoning Theory: A Contemporary Review and Theoretical Implications for Understanding Human Behavior

Suchart Tripopsakul — Fri, 19 Dec 2025 00:00:00 +0700

Psychologists and behavioral scientists have long endeavored to explain and understand the causes of human behavior which has remained a central challenge in the field. Such efforts have led to the development of various theoretical models that highlight the roles of attitudes, social norms, internal motivations, and perceived behavioral control. Classic models such as the Theory of Reasoned Action (TRA) and the Theory of Planned Behavior (TPB) have been instrumental in establishing the foundations for understanding human decision-making processes. However, these models exhibit limitations in that they do not explicitly account for the role of “reasons” that individuals use to justify or defend their behaviors. To address this gap, the Behavioral Reasoning Theory (BRT) was developed, enhancing the explanatory and predictive capacity of behavioral models.

This article pursues two primary objectives. First, it synthesizes the core concepts and developmental trajectory of BRT to highlight its strengths in explaining decision-making mechanisms and human behavior. Second, it critically analyzes the shortcomings and gaps in current research through three perspectives: (1) theory building, which requires the incorporation of new variables such as emotions, fear, and anticipated regret into the model; (2) methodological advancement, which should emphasize longitudinal designs and the application of advanced analytical techniques to capture the complexity of behavior; and (3) cross-cultural research, which remains limited, particularly in developing countries and collectivist societies in Asia, where reasoning mechanisms may differ from Western contexts. Moreover, the article outlines future research directions to expand the potential of BRT, including the standardization of measurement tools for reasons for and reasons against, the integration of macro-level factors such as culture, organizations, and public policy into the model, and the linkage of BRT with other theories such as the Technology Acceptance Model (TAM) and Innovation Resistance Theory (IRT) to explain behaviors in the rapidly evolving digital and innovation-driven world.

Potential Strategies for the Fashion Industry to Achieve Sustainable Development Goals (SDGs) by 2030

Thanotai Mongkolsin — Fri, 19 Dec 2025 00:00:00 +0700

The fashion industry has significant negative impacts on society and the environment. This article presents potential strategic approaches for the fashion industry to achieve the Sustainable Development Goals (SDGs) by 2030, referencing Jeffrey D. Sachs' theory of Six Transformations. It analyzes 12 relevant SDGs, namely SDGs 1 No Poverty, SDGs 3 Good Health and Well-being, SDGs 5 Gender Equality, SDGs 6 Clean Water and Sanitation, SDGs 7 Affordable and Clean Energy, and SDGs 8 Decent Work and Economic Growth, all of which are directly connected to human health and quality of life. In addition, the fashion industry must invest in environmentally friendly innovations and responsible production systems in line with SDGs 9 Industry, Innovation and Infrastructure, as well as promote responsible consumption, which corresponds to SDGs 12 Responsible Consumption and Production. These efforts also support the restoration of the climate crisis, aligning with SDGs 13 Climate Action, reducing greenwashing and enhancing transparency, in accordance with SDGs 14 Life Below Water and SDGs 15 Life on Land, and fostering partnerships for sustainable development under SDGs 17 Partnerships for the Goals. In summary, the analysis has resulted in 12 feasible strategic approaches for the fashion industry, which can be applied to achieve the SDGs effectively within the next five years.

The Necessity of Listening Skills for Public Administration in the Era of Collaborative Governance

Wirayut Phonphotthanamat — Fri, 19 Dec 2025 00:00:00 +0700

This article analyzes the importance of listening as an essential competency for public administrators in the era of collaborative governance. In a rapidly changing and complex context, public administration can no longer rely on command-and-control and one-way vertical communication; it requires collaborative leadership grounded in trust and two-way dialogue. Effective listening therefore becomes central to building cooperation across stakeholder networks. The article conceptualizes listening in three dimensions: a cognitive dimension that emphasizes questioning, paraphrasing, and summarizing; an emotional dimension that highlights calm presence, openness, and empathy; and a behavioral dimension expressed through nonverbal cues and constructive responses. It further delineates listening types such as active, empathic, and critical listening to show how practices vary by context. In addition, the article synthesizes thirteen attributes of good listeners - for example setting clear listening goals, avoiding interruptions, identifying core issues, and suspending judgment - which function as enabling factors for participation and shared understanding in policy processes. Overall, the analysis suggests that listening is not merely a technical skill but also a mindset and a proactive communicative process that must be cultivated continuously to make public administration under collaborative governance effective and sustainable.

Media Production Using Virtual Production Technology in Thailand

Nitjung Pantapot — Fri, 19 Dec 2025 00:00:00 +0700

Virtual production technology is rapidly transforming Thailand's media landscape. This article aims to explore its meaning, history, operational principles, advantages, disadvantages, current status, challenges, and opportunities within the country. Our findings indicate that this technology enables the creation of highly efficient virtual scenes and environments, significantly cutting production costs and time, while notably enhancing both visual and audio quality. Its applications extend beyond film and television to advertising, digital media, and gaming. However, adopting this technology still presents challenges related to workforce skills and investment. This article offers significant insights by providing practical guidance to inform decision-making and prepare students, motion graphic designers, and visual effects artists navigating future changes and forging opportunities in the media industry.