Dusit Thani College Journal

Technology and Sustainable Development: Enhancing Green Skills for Hospitality Service Industry Personnel

Sumeth Junsuthonpoj — 2026-08-31

The service industry is a highly resource and energy intensive industry that creates significant ecological challenges and contributes to a green skills gap among operational-level workers. This academic article aims to examine the role of information technology in bridging the green skills gap through the integration of Green Information Systems (GIS) and Green Human Resource Management (GHRM[DI3.1]) in the digital era as guided by the Ability–Motivation–Opportunity (AMO) framework. The article synthesizes relevant literature and empirical evidence from case studies of food waste management and energy management systems through the AMO framework. The analysis indicates that supervisors are frontline opportunity enablers by strengthening employees’ quantitative environmental reasoning and advancing employees’ intrinsic motivation. The findings reveal quantifiable environmental improvements including a 23–51% reduction in food waste at the preparation stage and a 7.6% reduction in electricity consumption from the main power supply. The article proposes a three-level systemic approach to the development of green competencies in the digital era. At the national level, it recommends aligning Bio-Circular-Green Economy (BCG) strategies with electronic workforce platforms. At the educational level, it proposes a reform of vocational curricula through the inclusion of practice-based and simulation-based learning in digital technologies and sustainability modules. Additionally, it proposes a digital-age GHRM framework at the organizational level to connect employee performance with green performance indicators and digital environmental reward systems. Collectively, these measures can support the long-term transformation of employees’ green behaviors.

Approaches to Strategic Recreational Activities and Conflict Management Skills in Relation to High-Performance Organizations in Bangkok’s Exhibition Design Service Industry

kittikun wongdontree — 2026-08-31

This academic article aims to study approaches to Strategic Recreational Activities and Conflict Management Skills in relation to High-performance Organizations in Bangkok’s exhibition design service industry. It is based on a review and synthesis of relevant literature to study and analyze the conceptual relationships among Strategic Recreational Activities, Conflict Management Skills, and High-Performance Organizations. Strategic Recreational Activities apply the SECI process as
a knowledge-management framework for structuring learning through four processes: (1) Socialization, (2) Externalization, (3) Combination, and (4) Internalization. Conflict Management Skills also consist of four factors: (1) Arbitration Competency, (2) Collective Bargaining Competency, (3) Dialogue Competency, and (4) Smoothing Competency. Strategic Recreational Activities and Conflict Management Skills are conceptually related to High-Performance Organizations, which comprise five dimensions: (1) Management Quality, (2) Openness and Action Orientation, (3) Long-Term Orientation, (4) Continuous Improvement and Renewal, and (5) Employee Quality. The article aims to clarify the role of Strategic Recreational Activities as an approach that connects well-being, shared learning, knowledge exchange, and the application of knowledge in actual work, which are conceptually related to selected capabilities associated with High-Performance Organizations. It also provides guidance for developing Conflict Management Skills at both the individual and team levels to support communication, negotiation, coordination, the management of professional differences, and the maintenance of collaboration among interdisciplinary teams in the exhibition design service industry. Both concepts can therefore be applied as approaches to developing individual, team, and organizational capabilities associated with the characteristics of High-Performance Organizations.

Time- The Intangible Heritage of the Elderly: A Case Study of the Film "How to Make Millions Before Grandma Dies"

Nisa Buranapawang — 2026-08-31

This article presents a case study of the film "How to Make Millions Before Grandma Dies"
(Lahn Mah) to analyze the elderly character "Meng Ju." By applying the concepts of film narration, Disengagement Theory, and Socioemotional Selectivity Theory, the study explores the lives of the elderly as reflected in cinema. The findings suggest that the true heritage expected from the elderly may not always be material assets.

The character Meng Ju creates value for herself and her family through three main aspects. First, she serves as the "Heart of the Home," uniting her grandchildren through emotional bonds and transmitting Chinese proverbs and lessons that refine the character of the next generation. Second, she practices self-care within her capacity to avoid being a burden, thereby maintaining the dignity inherent to the elderly. Third, she demonstrates a mindful acceptance of death and the act of letting go. Her silence and decision to pass on significant assets are not a surrender to fate but an exercise of agency in defining her final stages of life with grace. This study illustrates that the most valuable gifts the elderly provide to their families are "time" and "life lessons" that endure even after they have passed away.

Development of Cassava-Supplemented Roasted Chili Paste Using Cyanide-Reduced Cassava to Enhance the Value of Local Raw Materials

Premraphi Ooaymaweerahirum — 2026-08-29

The objectives of this research were : (1) compare heat treatment methods for reducing cyanide content in cassava prior to its use in roasted chili paste production; (2) develop roasted chili paste supplemented with different levels of cassava; and (3) investigate consumer acceptance of the developed product. The study employed an experimental research design using a Randomized Complete Block Design (RCBD). Data were analyzed using analysis of variance (ANOVA), and mean differences were determined by Duncan’s New Multiple Range Test (DMRT) at a significance level of 0.05. Sensory evaluation was conducted with 40 panelists, while consumer acceptance was assessed using questionnaires administered to 100 consumers. Chemical composition and microbiological quality were analyzed according to standard analytical methods.

The results revealed that steaming was the most effective heat treatment for reducing cyanide content, resulting in the lowest residual cyanide level of 18.9 mg/kg, and was therefore selected for product development. Sensory evaluation indicated that roasted chili paste supplemented with 40% cassava received the highest scores for color and taste and was selected as the prototype formulation. The chemical analysis showed significant differences (P ≤ 0.05) in moisture, protein, ash, crude fiber, carbohydrate contents, and water activity (a_w), whereas fat content did not differ significantly (P > 0.05) among the formulations. The microbiological quality of all formulations complied with the Thai Community Product Standard for roasted chili paste. Consumer acceptance testing showed that 98% of the sampled consumers accepted the product, while 81% expressed purchase intention.

Development of Integrated Value-Added Products from Low-Grade Namwa Bananas

Setthapong Appamaye — 2026-08-30

This study aimed to investigate the production process of cold-extracted syrup from low-grade Namwa bananas, and to develop chewy banana products from the residues remaining after syrup fermentation using solar drying technology. Three fermentation methods were compared: longitudinally sliced bananas, round-cut banana slices, and whole bananas, with a fermentation period of four weeks at 4–5°C. The syrup was evaluated for color (L*, a*, b*), viscosity, pH, and total soluble solids (°Brix). Sensory evaluation of color, aroma, taste, texture, and overall acceptability was conducted using a
5-point hedonic scale with 30 panelists. The experiment was arranged in a Randomized Complete Block Design (RCBD), and data were analyzed using ANOVA and Duncan’s New Multiple Range Test (DMRT) at a 95% confidence level.

1) Different fermentation methods had no significant effects on viscosity, pH, and total soluble solids (°Brix) (p > 0.05). Syrup produced from round-cut banana slices coated with granulated sugar exhibited the highest L* value, while a* and b* values were not significantly different. Sensory evaluation showed significant differences in taste and texture, with round-cut banana slices receiving the highest scores, whereas color, aroma, and overall acceptability were not significantly different
(p > 0.05). Therefore, this method was selected for further development of cold-extracted syrup.
2) Banana residues remaining after syrup fermentation were processed into chewy bananas using a Parabola Dome Solar Dryer. Drying treatments had no significant effects on L*, a*, and b* values (p > 0.05). Bananas dried for 4 h exhibited the highest adhesiveness and received the highest preference scores for color, texture, and overall acceptability (p ≤ 0.05), while aroma and taste were not significantly different (p > 0.05). These results demonstrate the potential of low-grade Namwa bananas for producing value-added cold-extracted syrup and chewy banana products.

Readiness of Farmers’ for Coffee Production Innovation Adoption in Ban Thap Boek, Lom Kao District, Phetchabun Province

Jirasutha Watchirasirikul — 2026-08-30

This study aimed to 1) examine the socio-economic characteristics of coffee farmers, 2) assess their knowledge of coffee production, 3) investigate their exposure to information and communication regarding coffee production, and (4) evaluate their readiness to adopt coffee production innovations among farmers in Ban Thap Boek Community, Phetchabun Province, Thailand. A mixed-methods research design integrating quantitative and qualitative approaches was employed. The quantitative component included all 136 coffee farmers in Ban Thap Boek Community, while the qualitative component involved 12 key informants. Data were collected using a structured interview questionnaire for the quantitative survey and semi-structured in-depth interviews for the qualitative investigation.

The quantitative findings revealed that the majority of respondents were female (58.82%), with an average age of 49.12 years. Most farmers had no formal education. The average household size was 4.47 members, with an average of 1.64 years of coffee farming experience and an average cultivated area of 1.88 rai. Most respondents cultivated coffee on their own land, employed an average of 1.68 laborers, participated in one farmer group, and relied primarily on a single source of loan financing. Overall, farmers demonstrated a low level of knowledge regarding coffee production. Their readiness to adopt coffee production innovations was generally low, particularly in nursery and planting practices, weed, pest, and disease management, and post-harvest management. However, a moderate level of readiness was observed in certain aspects, including site and climatic suitability, crop maintenance, and harvesting practices. The qualitative findings indicated that Ban Thap Boek possesses considerable potential for producing high-quality coffee. Nevertheless, farmers continue to face significant constraints in knowledge, technology, and innovation throughout the production process, particularly in crop management, pest and disease control, and post-harvest handling. Therefore, efforts should focus on strengthening farmers' capacity through effective knowledge transfer,the provision of appropriate technologies, and the establishment of collaborative networks to enhance their readiness to adopt agricultural innovations and sustainably improve coffee quality.

The Development of Event Management Research in Thailand (2021 - 2025): A Documentary and Content Analysis

Anaphat Ruenroeng — 2026-08-30

This study aims to examine the development of event management research in Thailand from 2021 to 2025 by applying the conceptual framework of Event Studies and the event typology proposed by Getz (2012). The study employed documentary research and content analysis, supported by semi-structured interviews with six experts from the event and MICE industry to validate, support, and further interpret the findings derived from the documentary analysis. A total of 367 academic articles were collected from Thai Citation Index (TCI) journals via Google Scholar and categorised according to research themes and event typologies.

The findings reveal a clear evolution of event management research over the five years period.
In 2021 and 2022, research was predominantly focused on cultural and traditional events, reflecting the impact of the COVID-19 pandemic, with limited attention given to business and MICE sectors. This pattern changed in 2023, with a marked increase in business and MICE related research, alongside a broader diversification of event types. The trend continued in 2024, with growing interest in sport events, community based events and technology enhanced events. By 2025, the research focus had further advanced toward innovation and experience oriented events, emphasizing technology integration, sustainability, and participant experience.

Furthermore, the results demonstrate a growing emphasis on sustainability, participant experience, and community engagement. At the same time, emerging themes related to digital transformation, artificial intelligence, and technology-enhanced event management began to gain attention, although these areas remain underexplored. Insights from expert interviews further confirm a shift toward personalized, data-driven, and sustainability-oriented event strategies within the industry.

This study contributes to the literature by providing a comprehensive and systematic overview of event management research trends in Thailand. It also offers practical implications for researchers, industry practitioners, and policymakers in adapting to the evolving and increasingly technology-driven event landscape.

Synthesizing AI-Embedded Soft Skills Set for Vocational Students in Tourism and Hotel Education Using Job Analysis

Nattachai Apiraksaroj — 2026-08-30

This study aimed to analyze work tasks and synthesize an AI-embedded soft skills set for vocational students in tourism and hotel education by applying job analysis based on the Knowledge, Skills, Abilities, and Other Characteristics (KSAOs) framework required for work performance. The data sources consisted of 29 relevant documents, entrepreneurs or workplace representatives from three hotels, and 10 higher vocational certificate students in tourism and hotel education, selected through purposive sampling. The research instruments included a document review form and semi-structured interview guidelines. Data were analyzed using content analysis under the concepts of job analysis, the KSAOs framework, and soft skills identified in relevant documents and research.

The findings revealed that the AI-embedded soft skills set for vocational students in tourism and hotel education consisted of six core skills, 24 behavioral indicators, and four levels of skill performance: basic, functional, proficient, and expert. The six core skills were: 1) critical thinking, 2) adaptability, 3) problem solving for decision-making, 4) communication and interaction, 5) creative collaboration, and
6) ethical professionalism. AI-related strands were integrated into the description of each skill to indicate the quality levels of the AI-embedded soft skills set. The findings highlight that soft skills in AI-era service work are not merely human skills in a general sense, but the capacity to apply human skills in conjunction with AI critically, appropriately, and responsibly in service contexts while maintaining ethics, service-mindedness, and human values. The findings can serve as a basis for developing measurement instruments, designing learning activities, and establishing guidelines to enhance AI-embedded soft skills for vocational students in tourism and hotel education in alignment with real service work situations.

Shrimp Farming Behavior on Efficient Shrimp Production Practices among Farmers in Sib Et Sok Subdistrict, Ban Pho District, Chachoengsao Province

Aunchitta Amornchaiworakul — 2026-08-30

This research aimed to: 1) study knowledge regarding efficient shrimp farming processes; 2) study shrimp farming practices; 3) examine the relationship between knowledge and shrimp farming practices; and (4) examine the relationships among personal factors, knowledge, and practices of shrimp farming agripreneurs, as well as synthesize a guideline for developing their potential through the Marketing Mix (4P) concept. Data were collected from 136 shrimp farming agripreneurs in Sib Et Sok Subdistrict, Ban Pho District, Chachoengsao Province, using a validated questionnaire. Data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, and the Chi-square test.

The results revealed that most shrimp farming agripreneurs had a high level of knowledge regarding shrimp farming processes following the Department of Fisheries’ guidelines, covering six production processes: pond preparation, post-larvae selection, feeding management, water quality management, disease prevention, and harvesting. However, their overall shrimp farming practices were at a low level , particularly in pond preparation, post-larvae selection, water quality management, and harvesting. The results also indicated that knowledge was not significantly associated with shrimp farming practices. This suggests that knowledge alone is insufficient for practical implementation,
as farmers’ practices are also influenced by limitations related to production costs, financial resources, labor, available resources, and farm business management.

Based on the research findings, the researcher synthesized the KPB–4P Model (Knowledge–Practice–Barrier–4P Model) as a guideline for developing shrimp farming agripreneurs. The model integrates knowledge enhancement, barrier reduction, practice improvement, and the Marketing Mix (4P) concept to improve production efficiency, increase product value, and strengthen the sustainable competitiveness of shrimp farming agripreneurs.

Decision-Making of Thai Tourists Choosing Wellness-Focused Accommodations: A Case Study of Sole Mio Boutique Hotel & Wellness

Jittima Klaokliang — 2026-08-31

This research aims to study the concept of wellness tourism, factors influencing the decision on choosing wellness accommodations, and analyze the decision-making process within the context of the Sole Mio Boutique Hotel & Wellness as a case study. This is a qualitative study using document analysis combined with case analysis. Data was analyzed by using content analysis and synthesized within the framework of wellness tourism, service quality, and marketing mix factors.

The study found that the decision to choose wellness accommodations is a process where users prioritize "well-being value" over mere lodging or basic amenities. Users tend to choose accommodations that can meet their needs for relaxation, health restoration, and preventative care simultaneously, which aligns with the concept of wellness tourism, which focuses on the balance of body, mind, and spirit.

The study found that service quality factors play a significant role in the decision to choose wellness accommodations, particularly attentive service, clear communication, and a health-promoting atmosphere. A calm and private environment conducive to wellness activities enhances positive experiences, and guests perceive value in their stay. The study applied marketing mix factors to develop services that better meet guest expectations.

The study found that marketing mix factors, particularly product and service aspects, service processes, and personnel, clearly influence the decision to choose wellness accommodations. Designing services that meet target groups, offering diverse health activities, and appropriately presenting the value of the service enhance motivation for choosing these services.

In the context of Sole Mio Boutique Hotel & Wellness, the study found that service design, a calm and private atmosphere, and wellness-related activities played a significant role in creating wellness experiences and motivating guests to choose the accommodation.

Lifestyles and Marketing Factors Influencing Hotel Selection among Thai Tourists in Chonburi Province

Kittikorn Ruangkam — 2026-08-31

The objectives of this study were 1) to examine the lifestyles influencing Thai tourists' selection of hotels in Chonburi Province, and 2) to investigate the marketing factors affecting their hotel choices in the same region. The researcher conducted a comprehensive literature review to design
a questionnaire as the primary research instrument. Data were collected from a sample of
400 respondents using convenience sampling. Statistical analyses included frequency, percentage, mean, and standard deviation, and hypotheses were tested using Multiple Regression Analysis (MRA).

The hypothesis testing reveals that lifestyles significantly influence Thai tourists' hotel selection in Chonburi Province, with a significance level (p-value) of 0.00. The multiple regression analysis indicates a multiple correlation coefficient (R) of 0.663 and an adjusted coefficient of determination (Adjusted R-square) of 0.435.Regarding marketing factors, the findings show that place (distribution channel), marketing promotion, and physical evidence have a statistically significant influence on hotel selection at the 0.05 level, while product, price, people, and process do not demonstrate a statistically significant impact. Stepwise multiple regression analysis reveals a multiple correlation coefficient (R) of 0.735 and an Adjusted R-square of 0.532, indicating that the model can account for 53.20% of the variance in the dependent variable.

Motivational Factors Influencing Attendance at the Opening and Closing Ceremonies of the 33rd SEA Games in Thailand: Applying the 4Es Framework

Pirawan Ngokchaiyaphum — 2026-08-31

Thailand, as the host of the 33rd Southeast Asian Games, represents a major international sporting event that plays a significant role in enhancing the country’s image and promoting tourism development. In this context, the opening and closing ceremonies extend beyond traditional formalities and function as experience-oriented platforms designed to engage audiences and convey cultural identity. This study aims to examine the influence of experiential dimensions based on the Experience Economy framework, namely entertainment, esthetics, escapism, and education, on audience motivation to attend the opening and closing ceremonies. A quantitative research design was employed, and data were collected from 400 respondents using a five-point Likert scale questionnaire. The data were analysed using multiple linear regression to examine the influence of experiential dimensions on audience motivation. The findings indicate that all four experiential dimensions significantly influence audience motivation, although their levels of impact differ. Entertainment emerged as the strongest factor (β = 0.36, p < .001), followed by esthetics (β = 0.31, p < .001), escapism (β = 0.24, p < .01), and education (β = 0.12, p < .05). The regression model demonstrated strong explanatory power (R² = 0.62). These findings suggest that audiences are primarily motivated by enjoyable, visually engaging, and immersive experiences. This study contributes to the field of event management by providing empirical evidence on the role of experiential dimensions in shaping audience motivation within mega-sport event ceremonies in Southeast Asia. The findings also provide practical implications for event organisers, emphasising the importance of integrating entertainment programs, immersive audience engagement, and culturally meaningful performances to enhance audience attraction and strengthen Thailand’s international event image.

Factors Influencing the Behavioral Intention of Sports Tourists to Attend MotoGP Events

Montipa Vilasthip — 2026-08-31

The objectives of this research were to 1) examine the levels of marketing mix factors (7Ps), motivation, , and behavioral intention among Thai sports tourists; 2) investigate the mediating effect of on the relationships between marketing mix factors, motivation, and behavioral intention; and 3) propose a structural equation model of factors influencing the behavioral intention of Thai sports tourists. A mixed-methods research design was employed. For the quantitative phase, data were collected via questionnaires from 320 Thai sports tourists who had experienced attending the MotoGP event in Buriram Province, and analyzed using descriptive statistics and Structural Equation Modeling (SEM). For the qualitative phase, in-depth interviews were conducted with 15 key informants, and the data were analyzed using content analysis.

The results revealed that: 1) Respondents perceived all variables at a high level, with mean scores ranging between 4.18 and 4.35. 2) The marketing mix factors (β = 0.480, t = 12.79) and motivation (β = 0.453, t = 11.56) exerted significant direct positive effects on , which subsequently had a significant direct positive effect on behavioral intention (β = 0.580, t = 9.65, p < 0.001). Conversely, the direct effects of both independent variables on behavioral intention were non-significant. Thus, functioned as a full mediator, serving as the sole pathway that transformed the 7Ps and motivation into behavioral intention, collectively accounting for 56.5% and 44.4% of the variance (R² = 0.565 and 0.444, respectively). 3) The proposed structural equation model demonstrated a good fit with the empirical data. The qualitative findings substantiated and expanded upon the quantitative results, indicating that experiential quality, excitement, and event engagement were the primary drivers of , whereas pricing remained a critical barrier for novice spectators. These findings extend the theoretical knowledge of sports tourism within the motorsport context and offer practical strategic guidelines for event organizers and government agencies to elevate Buriram Province as a sustainable, world-class sports destination.

Risk Management of the Electrical System Inspection Business in Thailand

Achara Kusonsrang — 2026-08-31

The objectives of this research were to: 1) study the level of opinions on risk management in the electrical system inspection business in Thailand and 2) compare risk management categorized by organizational position and work experience. Data were collected from 152 corporate entities engaged in electrical system inspection using simple random sampling and a questionnaire. Statistics used included the mean, standard deviation, one-way analysis of variance, and post hoc comparisons.

The research findings revealed that the overall level of opinion on risk management was at
a high level. Regarding comparative analysis, organizational position showed statistically significant differences at the .01 level in strategic risk and environmental, social, and governance risk, and at the .05 level in financial and budget risk. Work experience resulted in statistically significant differences at the .01 level across all aspects. Electrical inspection entrepreneurs should encourage project managers to participate in proactive strategic planning and establish a risk mentoring system for personnel.

Synthesis of a Framework for Applying Artificial Intelligence and Anti-Cheat Systems to Maintain Competitive Integrity in Professional Esports

Jakkanit Kananurak — 2026-08-31

The esports industry generates high economic value and has established a global audience base, making match credibility a critical determinant of its sustainability. However, competitive misconduct—such as auto-aim software, unauthorized environmental perception, hardware tampering, bot usage, and anti-cheat evasion techniques—severely threatens competitive integrity. This study aims to examine the role of artificial intelligence and anti-cheat systems in safeguarding competitive fairness in professional esports, while analyzing technological, ethical, privacy, and governance challenges. Utilizing a synthetic qualitative research methodology, this paper analyzes academic literature, industry reports, tournament standards, in-depth case studies, and semi-structured interviews with 15 domain experts.

The findings indicate that artificial intelligence demonstrates potential and plays a supporting role in detecting behavioral anomalies, analyzing real-time match data, reducing investigation latency, and incorporating field expert insights to assist tournament organizers' decision-making processes. Nevertheless, system effectiveness relies heavily on data quality, algorithmic explainability, false-positive mitigation, and balancing security measures with player privacy rights. Furthermore, this study proposes a framework comprising 5 core components for maintaining competitive integrity: (1) AI-driven behavioral detection, (2) multi-layered anti-cheat architecture, (3) ethical governance, (4) transparent data management, and (5) verifiable appeal mechanisms. The findings highlight that maintaining integrity in esports requires a multi-stakeholder integration of AI capabilities, regulatory frameworks, organizer accountability, and community trust.