Dusit Thani College Journal

Developing and Evaluating the Nutritional Properties of Local Food in a Set Menu for Tourists at Tai Lue Community, Chiang Rai Province

2024-01-17T10:49:40+07:00

The aims of this research were 1) to study local food wisdom, 2) to develop local food standards in set menus for tourists, and 3) to evaluate the nutritional values of the local food products served to tourists. Data was collected through secondary and primary approaches. Primary sources of data collection used were focus groups, participant observation of the food production activity, and assessment of the nutritional values of local food menus, using the INMUCAL-Nutrients program. The focus group sample comprised a diverse of 10 participants knowledgeable about local food, including local food experts, local community leaders, provincial culture officers, academic food experts, community development officers, and tourist representatives. Participants were recruited through snowball sampling. The findings indicate that local food production and consumption is based on wisdom from the Tai Lue ethnic group. Ingredients for menu items are sourced from within the local community and the Khong River area. Local food wisdom was passed on from older family members by women, especially during local festivities. The current set menu is iconic and displays the local way of life, geography, tradition, culture, cooking process, wisdom of eating local healthy ingredients, and unique eating customs. The set menu for tourists is based on typical food used by locals in daily life, but more meat is added for guests. The set menus contain five sets of savory food served with sticky rice. The villagers don’t eat sweets after meals. The nutritional values of a set menu for four guests provide energy of about 3267.06 kilocalories, and comprising protein (179.95 grams), fat (149.73 grams), carbohydrates (300.03 grams), calcium (538.44 grams), vitamin A (1129.2 RAE) and vitamin C (254.24 RAE). This research will contribute to improving the Tai Lue set menu for tourists, increasing community revenue, and the recording of standard recipes of local food for the community. Moreover, findings set a high standard for the local set menu by showing the nutritional properties of the food menu.

Effects of Blended Pomelo Pulp and Pomelo Albedo on Acceptance of Thai Seafood Sauce

2024-01-31T14:27:16+07:00

The objective of this research was to study Thai seafood sauce from blended pomelo pulp and pomelo albedo. Blended pomelo pulp's moisture, protein, fat, ash, total carbohydrate, and dietary fiber contents were 89.80, 0.53, 0.00, 0.60, 9.04 and 1.75%, respectively. The total energy per 100 grams was 38.28 kcal. Moisture, protein, fat, ash, total carbohydrate and dietary fiber contents of partially dried pomelo albedo were 57.23, 0.86, 0.00, 1.54, 40.37 and 21.39%, respectively. Thai seafood sauce was studied by varying blended pomelo pulp at the level of 0, 25, 50 and 75% (by total weight) and pomelo albedo at the level of 0, 10, 15 and 20% (by total weight). The results showed that the acceptance of Thai seafood sauce with 50% blended pomelo pulp and 15% pomelo albedo (by total weight) were not significantly different from the basic formula. The chemical compositions found that moisture contents decreased p≤0.05), while dietary fiber and total carbohydrate contents increased (p≤0.05) with increasing blended pomelo pulp and albedo and the microbial quality did not exceed those specified by community product standards.

Utilization of Sangyod Rice Flour Instead of Wheat Flour in Ready-to-eat Frozen Tortillas Wrap

2024-01-30T18:56:22+07:00

The objective of this study was to 1) study the basic formula of tortilla wraps 2) study the appropriate amount of Sangyod rice flour in frozen tortilla wraps; and 3) study the quality of frozen tortilla wraps. Evaluate by measuring color, AW, and sensory qualities in appearance, color, smell, and taste using the 9-Point Hedonic Scale method with 40 panelists. The results showed that all three basic tortillas had no difference in color and aroma preference scores (p > 0.05), but overall preference scores. Tasting testers gave Formula 1 the most points (p≤.05), with average scores of 8.13, 8.08, 8.00, 8.03, 7.65, and 8.13, respectively. With formulations 2 and 3, it does not contain vegetable oils, making the texture of the tortilla wraps hard and harsh. The texture is brittle and easily broken. Results of a study on the use of Sangyod rice flour as a substitute for wheat flour. The panelists gave preference for tortillas that used Sangyod rice instead of wheat flour at different levels of statistical significance (p≤.05). The panelists rated the formula as the most suitable for 50% wheat flour, which consisted of 180 grams of wheat flour, 180 grams of conch flour, 5 grams of salt, 5 grams of baking powder, 60 grams of vegetable oil, and 220 grams of clean water. A 48-hour study on the quality of basic tortillas and Sangyod rice flour to replace 50% wheat flour stored at -18 degrees Celsius found that the microbial quality detected in tortillas using Sangyod rice flour did not exceed the requirements in comparison with the Instant Roti Community Product Standard (MHA 504/2004). The results of the nutritional analysis showed that the tortilla wrap using Sangyod rice flour instead of 50% wheat flour in 100 grams of weight had 399.32 kcal, 7.46 grams of protein, 16.32 grams of fat, 55.65 grams of carbohydrates, 2.6 grams of ash, and 17.97 grams of moisture.

Development of Prototype Cannabis Oil Bakery Product for Transferring Knowledge to Communities

2024-03-05T20:26:58+07:00

This study aimed to 1) develop a cannabis oil prototype bakery product; 2) examine consumer acceptance and transfer the knowledge to the model community enterprise; and 3) examine the nutritional value of the prototype cannabis oil extract-based bakery product. The development process for the bakery product was initiated by selecting four pastries: bread, pie, Danish/croissant, and cookie, with the cookie being the highest-scored product. Cookies with cannabis oil were found to have sensing scores (appearance, texture, taste, smell, and overall) that were high in all aspects. The prototype formula number 1 had the highest average score in all aspects, but the testers gave similar scores to all three formulas without statistical significance (p>0.05). Regarding the appearance, texture, taste, smell, and overall scores, the cannabis oil cookies of all three formulas had different popularity scores with significant statistical significance (p≤0.05). Regarding nutritional value, the cookies with the formula number 1 (2.5 grams of cannabis oil for 100 grams of cookies) had a total energy of 500 kcal, 25 grams of sugar, 25 grams of fat, and 380 mg of sodium. The consumer acceptance study showed that regarding the marketing mix, the overall mean and standard deviation analysis showed the highest score (x̅ =4.68). When each aspect was analyzed, it was found that the three most important marketing mix factors were products or services (x̅ =4.92), packaging (x̅ =4.80), and place (x̅ =4.57), respectively. The price got a high score (x̅ =4.44). Regarding knowledge transfer, the attendees understood the cookie production process out of cannabis oil for developing the community enterprise. The nutritional study revealed that the 100 grams of cookies with cannabis oil had a total energy of 500 kcal, 25 grams of sugar, 25 grams of fat, and 380 mg of sodium.

Influences of Product, Location, and Physical Evidence in Overnight Thai Tourists’ Decision Making on Accommodations in Klaeng District, Rayong Province

2024-04-03T14:03:20+07:00

The objective of this research is to study the influence of products, the location and physical evidence in overnight Thai tourists’ decision-making on accommodation, for a case study of Klaeng District, Rayong Province. The sample size was determined by G*Power 3.1.9.2 program, using convenience sampling method with infinite population. The specific population group was 150 Thai tourists, who had stayed overnight in Klaeng District, and used the services of a hotel or resort at least once. The research instrument was a closed-ended questionnaire. The statistics used for the data analysis involved percentage, mean, standard deviation, and multiple regression analysis. The results showed that the location and physical evidence could explain the factors affecting the overnight Thai tourists’ decision-making on the accommodation. However, the influence of the products could not explain the factor affecting the overnight Thai tourists’ decision-making on the accommodation. The results of this research suggest that entrepreneurs should prioritize distinctive accommodation decoration compared to their competitors and emphasize the location's convenience and safety in promotional endeavors.

The Economic Impact of the Asian-Pacific Veteran Table Tennis Championship 2023 on Sport Tourism in Thailand

2024-04-02T15:26:51+07:00

The research purpose was to study the economic impact of the Asian-Pacific Veteran Table Tennis Championship 2023, in Bangkok, Thailand. The study used a quantitative descriptive study with a survey design. A total of 400 participant surveys were generated (287 local participants and 113 non-local participants). The results show that Asian-Pacific Veteran Table Tennis Championship 2023 generate an economic impact up to 110,040,642.62 baht, which has a direct impact on economic sustainability and generates a huge turnover of money at the community and national levels. Apart from that, Asian-Pacific Veteran Table Tennis Championship 2023 also created new job opportunities, increasing household income. Asian-Pacific Veteran Table Tennis Championship 2023 has a positive economic impact on the people of Bangkok. The government should support event organizers of sport tourism activities with large participant numbers by allocating budgets and providing various conveniences. This assistance would make it easier for local organizers to arrange sports events and increase the variety of sport types available. It can also contribute to sustainable income generation for the country.

Confirmatory Factor Analysis of Sports Training Facilities Efficiency of 700th Anniversary Chiang Mai Stadium

2024-04-02T15:22:40+07:00

This quantitative research was aimed to analyses the confirmatory factors of Sports Training Facilities Efficiency of 700th Anniversary Chiang Mai Stadium. The sample was service providers and users in total of 672. The proposed factor was nine factors based on the sixth pillar of Sport Policy Factors Leading to International Sporting Success (SPLISS). Research instrument was online questionnaire which has acceptable validity and reliability from average of item content validity index (I-CVI) and Cronbach alpha at 0.93 and 0.88 respectively. Confirmatory factor analysis techniques were employed in statistical analysis.

The results were found that the nine factors of Sports Training Facilities Efficiency of 700th Anniversary Chiang Mai Stadium have congruence with empirical data (Comparative Fit Index was 0.989). Top three standardized factor loading of the nine factors were Need data, High-quality facilities network, Travelling data. Administrators of 700th Anniversary Chiang Mai Stadium could consider on priority of the Need data for establishing the managerial strategy to attain sustainably efficiency.

Factors Influencing Destination Loyalty for Ratchaburi province, Thailand: Proposed Strategic Operations for Cultural Tourism Development

2024-04-30T19:05:04+07:00

Ratchaburi, a central province of Thailand, is a standout in terms of diverse ethnicity, cultures, and other tourism potential, but they are inadequately receiving higher awareness, and/or adequate attention and understanding of its cultural and ethnic diversity from local communities, and domestic tourists in a realm of cultural tourism. Hence, the researcher aimed to understand the factors and gradually propose tourism strategic implementations to leverage its cultural tourism potential. There are two objectives for this quantitative study, which are 1) to study factors influencing destination image and memorable tourism experiences on destination loyalty towards Ratchaburi province in cultural tourism, and 2) to examine the current situation of factors influencing destination loyalty from the perspective of Ratchaburi’s cultural tourism development. The target population was Thai people who have experience traveling to the cultural-related tourism destinations in Ratchaburi by using the multi-stage sampling method. The researcher used 325 structured questionnaires for data collection, and later deployed the Simple Linear Regression (SLR) and Multiple Linear Regression (MLR) to statistically analyze the data. The findings revealed that the factors that significantly influenced Ratchaburi's destination loyalty in terms of cultural tourism were authentic experience, meaningfulness, local culture, destination image, memorable tourism experience, and involvement. Unfortunately, knowledge was the least significant factor for cultural tourism in the province. The researcher concluded by proposing a set of recommendations for the strategic implementation of cultural tourism development. The recommended implications are 1) open access to cultural knowledge, 2) creative tourism initiatives, and 3) innovative and smart adaptation. These implications were critically vital to leverage engagement and understanding of local cultures and ethnicity living in different parts of the province to sustainably develop cultural tourism.

Perceived Value Towards Products with Healthier Choice Nutritional Label Among People in Bangkok and its Vicinity

2024-03-13T02:04:31+07:00

This research aimed to 1) study the behavior of people to purchase products with healthier choice nutritional label among people in Bangkok and its vicinity 2) study perceived value towards products with healthier choice nutritional labels among people in Bangkok and its vicinity 3) compare individual factors to perceived value towards products with healthier choice nutritional labels among people in Bangkok and its vicinity. The research was conducted based on an exploratory research design. A questionnaire was used to collect data from the sample of 600 people selected by multi-stage sampling. Statistics used in the research were frequency distribution, percentage, mean, standard deviation, t-test, and One-way ANOVA with LSD test (Least Significant Difference).

The findings revealed that most of the participants were women, aged 31-45 years, graduated with a bachelor’s degree, working as company employees/employees of the private sector, with
a monthly income of 10,001-30,000 baht, 2) the most common behavior to purchase products with healthier choice nutritional label among these people was purchasing behavior. The reason for the purchase was it contains nutritional value. The place where they purchased was a convenience store. They spent 101-200 baht on each time of purchase. They were influenced by recommendations given by salespersons/dealers, 3) their perceived value towards products with healthier choice nutritional labels among people was overall at a high level. The aspect with the highest mean was emotions, followed by quality, and 4) with regard to the hypothesis testing, individual factors of people in Bangkok and its vicinity, i.e. age, education level, career, and monthly income that are different had different effects on their perceived value towards products with healthier choice nutritional labels among people in Bangkok and its vicinity.

The Marketing Mix Factors that Influence the Decision-Making in Selecting Traditional Thai Restaurant Services by the Residents in the Bangkok Metropolitan Area

2024-03-15T23:57:20+07:00

The objective of the research is to study the marketing mix factors that influence the decision to use Traditional Thai restaurants among individuals in Bangkok. Conducted through quantitative research with a sample group of 400 residents in Bangkok, this study employed random sampling. Data collection utilized questionnaires as the tool, and data analysis was carried out using multiple regression analysis. The results of the study found that factors in the marketing mix were able to jointly explain the decision-making process regarding the selection of Traditional Thai restaurant among Bangkok residents at 48.4 percent (Adjust R²=.484). Furthermore, after controlling for other independent variables, there are 5 factors in the marketing mix that have significantly influenced service selection: the product side has an influence value at the level of .229 (ß=.229) service process has an influence value at the level of .160 (ß=.160) the price side has an influence value at the level of .128 (ß=.128), marketing promotion has an influence value at the level of .111 (ß=.111), and Physical characteristics have an influence value at the level of .075 (ß=.075) with statistical significance at 0.05.

Factors Affecting Intention Consume of Vegan Food Among Working-Age Adults in Bangkok

2024-01-31T22:15:48+07:00

การวิจัยในครั้งนี้มีวัตถุประสงค์เพื่อศึกษาระดับความคิดเห็นในด้านเจตคติต่อพฤติกรรม ด้านการคล้อยตามกลุ่มอ้างอิง ด้านการรับรู้ความสามารถในการควบคุมพฤติกรรม และด้านความตั้งใจบริโภคอาหาร วีแกนของวัยทำงานในกรุงเทพมหานคร และเพื่อศึกษาปัจจัยที่มีผลต่อความตั้งใจบริโภคอาหารวีแกนของวัยทำงานในกรุงเทพมหานคร โดยใช้การวิจัยเชิงปริมาณซึ่งเป็นการเก็บรวบรวมข้อมูลจากกลุ่มวัยทำงานอยู่ในกรุงเทพมหานคร จำนวน 400 คน

ผลการศึกษาพบว่า เห็นด้วยมากต่อปัจจัยด้านเจตคติต่อพฤติกรรม การคล้อยตามกลุ่มอ้างอิง การรับรู้ความสามารถในการควบคุมพฤติกรรม และความตั้งใจบริโภคอาหารวีแกน และพบว่า ปัจจัยด้านเจตคติต่อพฤติกรรม การคล้อยตามกลุ่มอ้างอิง และการรับรู้ความสามารถในการควบคุมพฤติกรรม ส่งผลต่อความตั้งใจบริโภคอาหารวีแกนของวัยทำงานในกรุงเทพมหานครอย่างมีนัยสำคัญทางสถิติที่ระดับ 0.05 และปัจจัยที่มีผลต่อความตั้งใจบริโภคอาหารวีแกนของวัยทำงานในกรุงเทพมหานครมากที่สุด คือ ปัจจัยเจตคติต่อพฤติกรรม รองลงมาคือ ปัจจัยด้านการรับรู้ความสามารถในการควบคุมพฤติกรรม และปัจจัยด้านการคล้อยตามกลุ่มอ้างอิง อย่างมีนัยสำคัญทางสถิติที่ระดับ 0.05

Thai People’s Behavioral Trends in Auspicious Food Purchase: the Moderating Role of Astrological Superstitions

2024-01-17T09:15:24+07:00

The objectives of this research are 1) to study behavioral trends in auspicious food purchase of different demographic factors, 2) to study the planned behavior theory factors that affect behavioral trends in auspicious food purchase, 3) to study marketing mix (7Ps) factors that affect behavioral trends in auspicious food purchase, 4) to study astrological superstition that affect the relationship between the theory of planned behavior factors and behavioral trends in auspicious food purchase, and 5) to study astrological superstition that affects the relationship between marketing mix (7Ps) factors and behavioral trends in auspicious food purchase. Using the quota sampling technique, the samples were selected by considering the proportion of the population in Thailand. The online data collection method involved creating a questionnaire in Google Form and sending the link to various groups in 6 regions for a total of 400 respondents. The statistics used in this study included descriptive statistics, F-test (ANOVA), multiple regression, and moderation analysis.

Results of The study were 1) Thai population who are government officers have different behavior trends in auspicious food purchase level, 2) attitude towards behavior, and perceived ability to control behavior factors positively affect the behavior trends in auspicious food purchase level, 3) product, place, and physical evidence factors positively affect the behavior trends in auspicious food purchase level,
4) astrological superstition factor, as the moderator, affects the relationship of theory of planned behavior factors and the behavior trends in auspicious food purchase level, and 5) astrological superstition factor, as the moderator, has no effect on the relationship of marketing mix factors and the behavior trends in auspicious food purchase.

The Development Guidelines of Spiritual Tourism Components Impacting Behaviors and Satisfaction Among Thai Tourists in Chacheongsao Province

2024-01-10T17:39:55+07:00

The purpose of the research to study ways to develop the potential of spiritual tourist attractions that affects behavior and perception of tourist attraction elements in Chachoengsao Province The objectives are 1) to study the potential of spiritual tourist attractions in Chachoengsao Province 2) to study the behavior of Thai tourists towards spiritual tourist attractions in Chachoengsao Province 3) to study Thai tourists' perceptions of tourist attraction elements of spiritual tourist attractions in Chachoengsao Province 4) To study guidelines for developing spiritual tourist attractions in Chachoengsao Province. Use a mixed research method by quantitative research method, 400 sets of questionnaires to study the perception of the image of the elements of spiritual tourist attractions from tourists who visited the tourist attractions. The results were analyzed with statistics of mean, percentage, variance, T-test, F-test (One Way ANOVA) and Chi-square statistics. Qualitative research method uses in-depth interviews to collect data from key informants. Data were analyzed using content analysis. The results of the study found that overall potential of spiritual tourism destinations in Chachoengsao Province is at a good level. Elements of value and attractiveness and tourism activities within tourist attractions are at an excellent level. Access to tourist attractions is at a good level. The service aspect of the tourist attractions and facilities is at a moderate level and the accommodation aspect is at a low level. Tourism behavior has the objective of traveling to spiritual tourist attractions to pay homage and ask for blessings according to beliefs. Most arrived by private vehicle with their families. None of the travelers required special physical assistance and had not previously traveled to the spiritual destination. Most of the activities that tourists come to spiritual tourist attractions include paying homage to Buddha and general sacred things within the area. Normally there will be spending around 101-300 baht within the area. Knowing about tourist attractions through the recommendations of relatives and friends and have a desire to return to spiritual tourist attractions again after this time. Overall perception of the image of elements of spiritual tourist attractions in Chachoengsao Province is high. When considering each component, it was found that respondents perceived the image of attractiveness and activities the most. Ancillary Services, amenities, and accessibility are high level. As for the topic of accommodation has a moderate level of awareness. Relationship between demographic factors and travel behavior It was found that only travelling methods was not related to demographic factors.

Behavior of Using Hotel Services In The New Normal And Tourists' Satisfaction With The SHA PLUS System in 4-Star Hotels in Patong Subdistrict, Kathu District, Phuket Province

2024-05-31T14:27:58+07:00

The research aims to study the behavior of four-star hoteliers, 2) the satisfaction of tourists with a four-star hotel SHAPLUS system, and 3) to study the factors of new normal hotel usage that affect their satisfaction with SHAPLUS system. In a four-star hotel in Pa Tong Subdistrict, Kathu District, Phuket Province, using a questionnaire to collect data from 400 tourists visiting Phuket and staying at a hotel in Mueang District. And use multiple regression analysis.

The study found that 1.) Tourists tend to use the new normal way of hotel services, such as staying for 2-3 nights a year, visiting hotels once a year. The selected location is close to tourist attractions, reservation with hotel website and safety factors. Most of them will return to their usual hotel service, with a high average of 3.89, with the first being to reduce socializing, keep distance, protect themselves by wearing masks, not hand handles and using alcohol gel every time they touch objects outside the house. 2.) Tourists are satisfied with the SHAPLUS system at a 4-star hotel in Pa Tong Subdistrict, Kathu District, Phuket Province. The average number of visitors is 4.64 The most satisfactory was the recognition of SHAPLUS as a health safety certification, followed by communication and public relations, such as providing advice on how to prevent and reduce the risk of viral coronavirus COVID-19. The SHAPLUS standard, as a certification of health safety, is followed by communication and public relations, such as providing knowledge and guidance on correct practices to prevent and reduce the risk of viral coronavirus 3.) Special interest groups with different gender, different nationalities, different monthly income, different occupations and education levels are recognized for the quality of hotel services in Mueang District Phuket. The concrete aspects of service are reliability or reliability. In terms of ensuring and understanding the needs of service providers, there is no difference. and 4.) The new normal hotel behavior, tighter financial planning, online booking information and zero-touch payment have affected tourists' satisfaction with the 4-star hotel SHAPLUS system at a record .05 level.

The Cafe Business in Thailand: New Challenges, Opportunities and Strategy Business for New Startup

2024-02-14T11:20:17+07:00

The coffee shop business is one of the businesses that has received the attention of entrepreneurs and has increased in expansion due to the increasing popularity of consumers in consuming coffee. This article aims to demonstrate the overall situation of the coffee shop business. To study the challenge Opportunities and business strategies that will make the coffee shop business operate according to the set goals. It was found that the coffee shop business is a business that challenges in finance, business, product, and product maintenance. Consumer behavior and needs Employee side of the store Opportunities for the coffee shop business include the growth of the coffee market, especially in the specialty coffee sector. Behavior of consumers who are starting to turn to using services in stores and use more coffee shops in community areas and the working style has begun to change to the Work Everywhere model. Popular approaches or strategies to create success and sustainability of coffee shop business operators include organizing CSR activities, marketing communications in various channels, including social media There is a promotion for a coffee shop with a beautiful corner that is suitable for taking cool photos. Posting pictures of your signature coffee menu to help encourage word of mouth. Developing the menu into a specific recipe or signature product of the restaurant. Searching for special menus. Drinking menus create new trends or menus that are currently in trend. Releasing products only during festivals or seasonal products. Creating stories that add value to the store. Organizing promotional activities and provide good service. And there is a suggestion for future research to study strategies for creating success in coffee shop businesses, comparing strategies of outstanding Thai and foreign coffee shop businesses in Thailand. and study to create operating guidelines or a manual for operating a coffee shop business (How to) as good practices in managing the business to meet the set goals.