Dusit Thani College Journal

Gen Z Tourism and Hospitality Internship: Challenges and Recommendations for Stakeholders

Walaiporn Rewtrakunphaiboon — 2026-04-29

Internships represent a vital form of experiential learning in tourism and hospitality curriculum and play a significant role in supporting labor shortage issues that the tourism and hospitality industry is facing. In recent years, demand for Gen Z interns is growing rapidly Gen Z possess unique characteristics, expectations and values that challenge the industry. Due to our limited understanding on their work attitudes, this article aims to analyze the key challenges of managing tourism and hospitality internships for Gen Z and to propose management approaches that align with the characteristics of this emerging workforce. The paper reviews literature relating to experiential learning theory as well as Gen Z internship in the tourism and hospitality sector and finds that challenges of managing Generation Z internships are multi-dimensional. Key issues include a gap between interns' expectations and workplace realities, the desire for autonomy at work, and the importance of technology in learning processes.This paper provides suggestions for stakeholders to collaborate in internship practices, foster Gen Z positive internship experience, and ensure mutual benefits for all stakeholders involved. It also outlines future research directions for Gen Z internship in the tourism and hospitality context.

The Role of the Big Cleaning Day Activity in Developing the Institutional Identity (Dusit Characters) of Students in the Culinary Management and Culinary Arts Program at Dusit Thani College

Nakrob Narksuwan — 2026-04-29

This academic article aims to examine and analyze the role of the Big Cleaning Day activity in fostering the institutional identity (Dusit Characters) among students in the Culinary Management and Culinary Arts program. The study employs a qualitative research methodology, collecting data from institutional documents, related academic literature, and in-depth interviews with 15 first-year students who participated in the activity. Data was analyzed using content analysis under the frameworks of experiential learning and the Dusit Characters, which comprise Discipline, Understanding, Socialize, Intellectual, and Tolerance.

The findings reveal that the Big Cleaning Day activity serves as a practical learning space that concretely contributes to the development of students’ Dusit Characters in several dimensions. Specifically, it enhances Discipline through adherence to standards and responsibility for assigned tasks; promotes Understanding through collaboration and acceptance of individual differences; strengthens Socialize through communication and teamwork; fosters Intellectual development through analytical thinking, planning, and problem-solving in real situations; and cultivates Tolerance through perseverance, determination, and sustained effort toward shared goals.

Human Resource Management

Sumana Chantharat — 2026-04-29

Human Resource Management textbook by Assistant Professor Thanarit Thanaiudompat, Ph.D.,
from the Thailand National Sports University, Chon Buri Campus, is an academic work that systematically integrates human capital management theories with sport management and industrial business case studies to present approaches for managing people as resources that create the highest value-added for organizations. The content comprehensively covers Strategic Human Resource Management (SHRM) processes, ranging from human resource planning linked to the organizational vision to modern recruitment and selection techniques, as well as personnel development through lifelong learning concepts and blended learning models. Furthermore, it emphasizes performance management as a continuous cycle and fair compensation management based on Equity Theory to drive organizations toward their goals through systematic HR theories; this work is academically rigorous, complete, and modern, offering clear conceptual presentations that are highly beneficial for higher education instruction. Furthermore, the textbook analyzes and presents modern knowledge and methodologies that contribute significantly to academic advancement and offer substantial benefits to the academic community. It incorporates original initiatives, professional experiences, and the author’s own research findings, which demonstrate a depth of knowledge that is particularly beneficial for higher education instruction. Because of this synthesis, the work serves as a high-quality resource that is positioned to be widely referenced and cited throughout the academic sphere.

Regarding the dimension of innovation, this textbook presents the role of Artificial Intelligence (AI) in enhancing personnel efficiency alongside an awareness of data ethics (PDPA) and the management of multi-generational diversity across five generations with varying values and communication styles. Additionally,
it provides an in-depth analysis of outsourcing strategies and the Work from Anywhere (WFA) model, which leads to Lean Management and employee-centric flexible benefit systems. The most prominent feature of this resource is its ability to balance the "Science" of law and data analytics with the "Art" of human relations and ethics to truly drive organizations toward Sustainable Development Goals (SDGs) in the NEO-Economy.

Electronic word-of-mouth communication, motivation, and potential tourist attractions influencing adventure tourism decisions in Guangxi Province for Generation Z tourists in China

Deng QianFeng — 2026-04-28

The purpose of this study were 1) To study the level of importance of electronic word-of-mouth communication, motivation, tourism resource potential, and adventure travel decision-making among Generation Z tourists in Guangxi Province, China. 2) the factors affecting adventure travel decision-making among Generation Z tourists in Guangxi Province, China. The population is Generation Z tourists in Guangxi Province, China. This is a survey research. The research instrument used was a questionnaire. The statistics used to analyze the data included descriptive statistics such as frequency, percentage, mean, standard deviation, and inferential statistics such as multiple regression analysis.

The study found that 1) electronic word-of-mouth communication, motivation, potential, and adventure tourism decision-making among Generation Z tourists in Guangxi Province, China are important and at a high level, and 2) factors of electronic word-of-mouth communication, motivation, and tourism potential significantly affect adventure tourism decision-making among Generation Z tourists in Guangxi Province, China at a statistical significent level (p < .05), and can predict 64.10% of the variance in the decision travel.

Strategic Positioning of Sports Tourism Destinations: A Multi-dimensional Image Analysis in the Eastern Economic Corridor (EEC) Context—A Case Study of Chon Buri Province

Panicha Jirasanyansakul — 2026-04-28

This study aimed to 1) examine and analyze the current image of sports tourism in Chon Buri Province in terms of tourists’ perceptions, satisfaction, and loyalty, and 2) identify the determinants of sports tourism image in Chon Buri Province, with an emphasis on developing a structural understanding that supports strategic positioning within the Eastern Economic Corridor (EEC) context. A quantitative research design was employed. Data were collected using a questionnaire administered to 400 sports tourists and/or spectators attending sports-related activities in Chon Buri Province. The data were analyzed using descriptive statistics, correlation analysis, and exploratory factor analysis (EFA) with maximum likelihood extraction and Direct Oblimin rotation.

The findings indicated that the overall sports tourism image was at a favorable level ( = 3.96, SD = 0.72). Tourist satisfaction with the sports tourism experience was very high ( = 4.02, SD = 0.68), while destination loyalty was at a good level ( = 3.88, SD = 0.75). The EFA results identified five key determinants of sports tourism image, with factor loadings ranging from 0.743 to 0.847: (1) physical environment quality, (2) interaction quality, (3) diversity of sports activities, (4) infrastructure and accessibility, and (5) cultural image and local identity. These five factors explained 72.53% of the total variance. The measurement instrument demonstrated high reliability (Cronbach’s alpha = 0.94), and sampling adequacy was excellent (KMO = 0.889). In addition, the five determinants were moderately to strongly and positively correlated (r = 0.445–0.643, p < 0.01). The results suggest that sports tourism development under the EEC framework should integrate modern infrastructure readiness with the preservation of coastal and marine environmental standards to foster a sustainable destination image and enhance international competitiveness.

Development of Thong Muan with Palmyra Palm Pulp Powder

Kanokwan Teasiri — 2026-04-28

งานวิจัยนี้มีวัตถุประสงค์ 1) เพื่อศึกษาสูตรพื้นฐานของผลิตภัณฑ์ขนมทองม้วน 2) เพื่อพัฒนาผลิตภัณฑ์ขนมทองม้วนผงเนื้อตาลโตนด และ 3) เพื่อศึกษาการยอมรับของผู้บริโภค (Consumer test) ต่อผลิตภัณฑ์ขนมทองม้วนผงเนื้อตาลโตนด

ผลการวิจัยพบว่า สูตรพื้นฐาน สูตร 1 ได้รับการยอมรับมากที่สุดในด้านลักษณะปรากฏ สี กลิ่น รสชาติ เนื้อสัมผัสและความชอบโดยรวมอยู่ในระดับความชอบมาก (ค่าชอบโดยรวม 8.58) ผลการพัฒนาผลิตภัณฑ์ขนมทองม้วนผงเนื้อตาลโตนด พบว่า ผู้ทดสอบชิมให้การยอมรับสูตรที่มีการเสริม ร้อยละ 6 ของน้ำหนักส่วนผสมแป้งทั้งหมด โดยมีความชอบอยู่ในระดับมากในด้านสี รสชาติ เนื้อสัมผัส และความชอบโดยรวม (p≤0.05) ผลการวิเคราะห์องค์ประกอบทางเคมีของผลิตภัณฑ์สูตรที่ 3 (ร้อยละ 6) พบเบต้าแคโรทีน 224.17 ไมโครกรัม ใยอาหาร 1.89 กรัม คาร์โบไฮเดรต 72.68 กรัม ไขมัน 17.33 กรัม โปรตีน 5.90 กรัม ความชื้น 2.80 กรัม และเถ้า 1.29 กรัม คุณสมบัติทางกายภาพมีค่า a_w0.28 เนื้อสัมผัส (ความกรอบ) 872.90 ความสว่าง (L*) 65.11 ค่าสีแดง (a*) 14.09 และค่าสีเหลือง (b*) 35.49 และผลการศึกษาการยอมรับของผู้บริโภคจำนวน 120 คน ที่มีต่อผลิตภัณฑ์ขนมทองม้วนผงเนื้อตาลโตนดผู้บริโภคมีความพึงพอใจต่อผลิตภัณฑ์ขนมทองม้วนผงเนื้อตาลโตนดอยู่ในระดับมากที่สุด ส่วนใหญ่มองว่าผลิตภัณฑ์มีความแปลกใหม่ให้การยอมรับผลิตภัณฑ์ ร้อยละ 100 หากมีวางจำหน่ายผู้บริโภคตัดสินใจซื้อราคา 50 – 100 บาท และให้วางจำหน่ายในร้านขนมไทย

Development of Formulation and Quality Evaluation of a Functional Local Food Product for the Elderly in Khlong Prap Subdistrict, Ban Na San District, Surat Thani Province

Arissara Chumee — 2026-04-28

This research aimed to: 1) survey local food information and select appropriate menus for older adults; 2) develop and refine local food recipes to suit the nutritional needs of older adults; and 3) evaluate the appropriateness and acceptability of the developed recipes. A mixed-methods research design was employed, conducted in Khlong Prap Subdistrict, Ban Na San District, Surat Thani Province. The sample consisted of 30 community members recognized as local food knowledge holders. Research instruments included semi-structured interviews, focus group discussions, workshop activities, and a questionnaire assessing recipe appropriateness and acceptability. Data were analysed using descriptive statistics, comprising mean, standard deviation, and percentage.

The findings revealed that the local food menus selected and developed into standardized recipes were Lon Tai Pla(fermented fish viscera dip), Khao Yam Bai Mai (herbal rice salad with leaves), and Sala Loi Kaew (salak fruit in syrup). These dishes were found to offer nutritional profiles suitable for older adults, providing appropriate energy levels, low fat content, and beneficial dietary fiber. Regarding the general characteristics of respondents, the majority were female (86.67%), aged between 51–59 years (33.33%), married (79.92%), holding educational qualifications below a bachelor's degree (66.67%), and engaged in agricultural occupations (53.33%).

The evaluation of recipe appropriateness and acceptability indicated that the standardized local food recipe documentation, sensory attributes including taste, texture, and aroma, as well as food appearance and presentation, were all rated at the highest level of appropriateness.

Development and Quality Evaluation of Water Chestnut Flour Sheets for Culinary Plate Decoration

Apisada Dummee — 2026-04-29

This research study aims to 1) investigate the production of taro starch sheets for food decoration, 2) examine the physicochemical quality and nutritional value of the starch sheets for food decoration, and 3) study the shelf life of taro starch sheets under different storage conditions by assessing changes in moisture content. The sample group consisted of 50 sensory evaluators. The research tool used was a 9-Point Hedonic Scale for evaluating sensory quality in terms of appearance, color, aroma, taste, texture (crispiness), and overall preference. Analyze the data using mean statistics, standard deviation, and one-way ANOVA. Compare the differences using Duncan’s New Multiple Range Test (DMRT) at a 95 percent confidence level.

The research findings revealed that 1) the use of water chestnut powder in five different levels, namely 0 percent, 25 percent, 50 percent, 75 percent, and 100 percent, showed that the evaluators accepted the starch sheets made from 100 percent water chestnut powder with the highest scores in various preference aspects, which was statistically significant at the level of (p≤0.05). 2) The physicochemical quality showed that under room temperature conditions (30±2 °C), the texture remained stable for 15-30 minutes. The L* value decreased, and the a* value increased, while the b* value showed no difference. Increasing the amount of water chestnut powder reduced moisture and hardness. The nutritional value of water chestnut flour per 100 grams provided 523.64 kilocalories, 54.86 grams of carbohydrates, 30.64 grams of fat, 7.11 grams of protein, 4.40 grams of fiber, 2.82 grams of ash, and 4.57 grams of moisture. 3) Storing at a refrigerated temperature (4±2 °C) is the most effective condition for controlling moisture levels and slowing down the physical quality changes of the taro starch sheets compared to storing at room temperature (30±2 °C).

The Impact of Consumer Perceived Value on Word-of-Mouth: The Mediating Role of Perceived Privacy Risk in Omnichannel Retailing

Ping Wang — 2026-04-29

This study aims to: 1) examine how perceived privacy risk influences perceived value (utilitarian,hedonistic and social ) and word-of-mouth behavior; 2) analyze the mediating role of perceived privacy risk between perceived value and word-of-mouth. Grounded in privacy calculus theory and psychological reactance theory, we conducted an empirical study using a questionnaire survey of 466 omnichannel apparel consumers. The proposed theoretical framework was tested by analyzing the data through structural equation modeling (SEM) with AMOS.

The findings indicate that: 1) perceived privacy risk significantly reduces consumers’ evaluations of utilitarian and hedonic value, while its impact on social value is not statistically significant; 2) perceived privacy risk significantly inhibits word-of-mouth behavior; and 3) privacy risk mediates the relationship between perceived value (utilitarian and hedonic) and word-of-mouth. The findings uncover the psychological balancing mechanism between consumers’ pursuit of immediate value and concerns over privacy risk, enriching theoretical understanding of privacy behavior and word-of-mouth communication under the omnichannel retailing context. This study provides valuable implications for apparel retailers in optimizing data governance, enhancing consumer trust, and promoting positive word-of-mouth.

Product Marketing Mix Factors Influencing the Purchasing Decisions for Healthy Bakery Products among Early Middle-Aged Consumers in Chonburi Province

Suneerat Jedsadathummasathit — 2026-04-29

This research aimed to 1) compare the purchasing decisions regarding healthy bakery products based on demographic factors and consumer purchasing behaviors, and 2) to analyze the influence of product-related marketing mix factors (Physical Attributes, Functional Attributes, Emotional Attributes, and Social Attributes) on the purchasing decisions of early middle-aged consumers in Chonburi Province. This quantitative study utilized a questionnaire to collect data from 210 respondents through convenience sampling. Descriptive statistics were used to describe the data, and hypotheses were tested using t-tests, one-way analysis of variance, and multiple regression analysis.

The results revealed that most consumers were female, aged 30-34 years, single, holding a bachelor’s degree, working in private companies, and earning an average monthly income of 20,000-35,000 baht, and Gender significantly affected purchasing decisions regarding healthy bakery products at the .05 level. In terms of purchasing behavior, most consumers purchased healthy bakery products from cafés, restaurants, and bakery shops, with bread being the most frequently purchased item, mainly for self-consumption at a frequency of 1-3 times per week and an average spending of 101-300 baht per purchase, while social media was the primary source of influence and price–quality balance was the key consideration factor, and Product type, Spending per purchase, and Sources of purchase information significantly affected purchasing decisions at the .01 level, and In terms of product-related marketing mix factors, consumers rated all four factors at a high level. Functional attributes had the highest mean score ( = 4.35, S.D. = .666), followed by physical ( = 4.25, S.D. = .725), emotional
( = 4.19, S.D. = .693), and social attributes ( = 3.83, S.D. = .909). The hypothesis testing indicated that functional ( = .349) and social attributes ( = .273) significantly affected purchasing decisions at the .01 level, while emotional attributes ( = .232) significantly affected purchasing decisions at the .05 level. All four factors jointly explained 51.9% of the variance in purchasing decisions (Adj. R² = .519).

The The Effect of blended learning with Metaverse technology and Scaffolding technique to enhance learning competency of undergraduate students in Culinary Arts course

Sirorat Kachendecha — 2026-04-29

This research investigated the effect of blended learning with metaverse technology and scaffolding technique. The study aimed to (1) identify the features of metaverse classroom that promote student learning competency and (2) Evaluate the effect of blended learning with Metaverse technology and Scaffolding technique on the learning competency of undergraduate students. The sampling group comprised of 60 volunteer third-year undergraduate students from the Culinary Arts program at Dusit Thani College. Their learning competence was assessed across three domains: cognitive, psychomotor, and affective. The research was conducted in two-phases. Phase 1 developing the blended learning support media, by using 1) semi-structured interviews with experts on technology selection, 2) Thai dessert art lesson plans integrated with the support media, and 3) the instructional media incorporated with metaverse technology and scaffolding techniques. Phase 2 evaluated the effectiveness of the developed media by using a quasi-experimental on a participant group, using 1) the blended learning support media (metaverse technology with scaffolding techniques), and 2) a learning competence assessment form. The cognitive performance before and after was compared by using a Dependent t-test. Psychomotor and affective performance was analyzed using a One‑sample t‑test against a criterion score of ≥80%.

The findings revealed that the characteristics of effective learning support media integrating metaverse technology and scaffolding techniques, included: 1) lesson content, 2) learning and teaching management, 3) media and activities, and 4) educational technology with a scaffolding framework.
The results showed a statistically significant increase in students' post-learning cognitive domain scores (p<0.05). Students passed the psychomotor domain test with an average of 89.36% (Mean = 4.47, S.D. = 2.51) and the affective domain test with an average of 84.94% (Mean = 4.25, S.D. = 4.14), both exceeding the 80% passing criterion for total practical scores. This study concludes that learning support media should be characterized by: 1) Micro-learning unit, 2) learner-participatory activities, and 3) activities fostering interaction between learners and instructors.