Dusit Thani College Journal

Analysis of the Impact and Challenges of Technology Application in Sports Development

Jakkrapan Chupthaisong — 2024-08-31

The purpose of this article is to study the role of technology in sports development, analyze innovations used in the sports industry, and identify challenges associated with implementing technology in sports. The article aims to provide valuable information to sports administrators, fitness enthusiasts, and researchers on the sustainable and efficient use of technology in sports development. The application of technology in the sports industry plays a significant role in enhancing and improving training, competition, sports officiating, sports communication, and human resource management. Modern technologies have been introduced to advance various aspects of sports, including motion sensors, GPS systems, and wearable technologies that enhance training efficiency and monitor athlete performance. Examples of these technologies include AR systems, step counter applications, virtual reality (VR), and the Nintendo Switch. The use of technology in data management and decision-making also contributes to more accurate and efficient data analysis, such as with Hawk-Eye technology and video analysis. Moreover, the application of cloud computing and artificial intelligence (AI) in storing and analyzing competition data enables more effective strategy prediction and improvement. However, the adoption of technology in the sports industry still faces several challenges, such as data privacy and security concerns, high costs, accessibility, and the acceptance of new technologies by users.

Addressing these issues requires clear policy development and staff training to adapt and use technology effectively. This article emphasizes exploring the role of technology in sports development and offers suggestions for future technology implementation in the sports industry to ensure sustainable and efficient use of technology in sports.

Development Product of Mee-Krop (Crispy Rice Noodle) from The Yellow Marian Plum Sauce with Wampee Fruit

Suttiphun Dangjai — 2024-08-28

The objective of this study was to develop the Mee-Krop (Crispy Rice Noodle) recipe, Yellow Marian Plum Sauce with Wampee Fruit recipe that was selected by the experts, and evaluate the physical, chemical, and microbiological product properties and sensory evaluation. The results showed that Mee-Krop no. 01 has the highest acceptance score (7.11±0.57). The yellow Marian plum sauce in this study was prepared using 100 g, 150 g, 200 g, 250 g, and 300 g supplemented with wampee fruit 30 g and 50 g. The highest consumer acceptance score is 8.54±0.63 from recipe no. 13, which used a yellow Marian plum sauce ratio of 300 g with wampee fruit 30 g. The colorimetry of Mee-Krop yellow Marian plum sauce with wampee fruit the colorimetry of Mee-Krop yellow Marian plum sauce with wampee fruit is L* (brightness) 52.60, a* (redness) 5.42, and b* (yellowness) 10.96. The hardness and fracturabillity of this product are 0.63 and 1.19 N, respectively. The proximate analysis of Mee-Krop (Crispy Rice Noodle) from The Yellow Marian Plum Sauce with Wampee Fruit has fat 14.17 g, protein 2.94 g, carbohydrate 68.67 g, fiber 3.13 g, sugars 43.01 g, sodium 936.83 mg, vitamin A 23.655 µg, ß-carotene 141.93 µg, vitamin B1 0.030 mg, vitamin B2 0.025 mg, calcium 20.38 mg, iron 1.07 mg, ash 2.75 g, moisture 11.20 g and energy 415.05 kcal per 100 g. The water activity (aw) is 0.52. Mee-Krop (Crispy Rice Noodle) from The Yellow Marian Plum Sauce with Wampee Fruit stored in a Polyethylene Terephthalate (PET) clear square box has a shelf life of 20 days. There have been no physical or microbiological changes to the products following the criteria for Thai Community Product Standards for cookies (TCPS.135/2546).

The Relationship between Reference Groups and Marketing Stimuli with the Motivation to Purchase Food Delivery among Urban Consumers in Bangkok Metropolitan Region

Jatuphol Charoonroj Na Ayudhya — 2024-08-28

This study aims to: 1) explore the correlation between reference groups and marketing stimuli with urban consumers' motivations for purchasing food delivery, and 2) find insights into the motivations behind food delivery purchases. Mixed research methodologies were used. The quantitative phase involved surveying 440 consumers in the Bangkok Metropolitan region, utilizing a stratified sampling technique. Data were analyzed using descriptive statistics (frequency, percentage, mean, and standard deviation) and Pearson correlation coefficients. Additionally, qualitative research was conducted to gain deeper insights into the motivations for purchasing food delivery. This involved in-depth interviews with ten consumers, and the data were analyzed through content analysis.

The research results revealed a significant positive relationship between reference groups, marketing stimuli, and the motivation to purchase food delivery, with statistical significance at the 0.01 level. Marketers can capitalize on this relationship, particularly regarding friends and family, to cultivate trust and generate interest in products and services. Additionally, marketing stimuli such as a diverse product range, standardized packaging, compelling product images, sufficient rider quantity, and competitive or lower shipping rates can further stimulate consumer purchases. Additionally, Highlighting the advantages of online distribution channels, which offer convenience and speed, addresses traffic-related issues. Incorporating marketing communications, such as promotions, price reductions, and leveraging reviews or advertising on online social networks. The research also indicates that consumers are highly mindful of business practices associated with good governance, emphasizing the importance of honesty and responsibility in fostering a positive brand image that engenders credibility and long-term customer support.

Strategies for Enhancing Sports Tourism Management Potential in Koh Samui, Suratthani Province

Sunsanee Wongsawat — 2024-08-28

Sports tourism is immensely significant to the overall economy of the country. Koh Samui, located in Surat Thani Province, is a destination with the potential to attract international tourists and is a popular spot ranked among the world's top tourist destinations. This study aims to explore the development strategies for sports tourism potential in the area of Koh Samui, Surat Thani Province. It was a qualitative research study that identifies 26 key informants involved in sports tourism in Koh Samui. The key informants were selected through purposive sampling and included 7 representatives from local government agencies, 12 representatives from private sector organizations, clubs, and associations related to tourism and sports in the area, and 2 academics from the area. These informants are specifically those with relevant roles, involvement, and experience in managing sports tourism in Koh Samui for no less than 5 years. Data was collected through in-depth interviews using interview questions reviewed by 3 experts in tourism and sports. The variables used in the study were 9 components and supporting factors for managing sports tourism, comprising: 1) sports tourism resources, 2) tourism infrastructure and facilities, 3) sports infrastructure and facilities, 4) safety of sports tourism destinations, 5) sports tourism personnel, 6) local community participation in sports tourism, 7) sports tourism activities, 8) marketing, promotion, and publicity of sports tourism, and 9) sports tourism businesses. Data collection occurred between November 2023 and December 2024.

The study results on strategies for enhancing sports tourism management in Koh Samui include: 1) preserving the natural environment from degradation, 2) additional investment in tourism infrastructure and facilities, 3) investment in sports facilities and infrastructure, 4) developing road systems, organizing public transportation, and controlling traffic efficiently, 5) developing personnel with specialized knowledge in sports, 6) linking the local community with sports tourism, 7) establishing a Koh Samui sports association to support sports tourism, 8) setting up a sports promotion agency in Koh Samui, and 9) promoting the formation of business networks related to sports.

Behavior and Marketing Mix Factors Affecting the Consumer’s Decision Making to Choose a “Chef’s Table” Restaurant in Bangkok

surakit khemkaew — 2024-08-30

The research aims to explore the complex interplay of personal factors, behaviors, and marketing mix elements shaping the decision-making process of customers engaging in chef’s table experiences within the Bangkok area. This research is mixed-methods research, quantitative research, the sample comprises 400 individuals with chef’s table experience in Bangkok, who contributed by completing questionnaires as the primary data collection tool. Statistical analyses, including frequency, percentage, mean, standard deviation, and hypothesis testing using t-tests, ANOVA, and multiple regression analysis at a significance level of 0.05, were conducted for quantitative data analysis, qualitative insights were gleaned from interviews with 8 key informants, who are restaurant entrepreneurs or managers of chef’s table-style establishments in Bangkok.

The study's findings 1) demographic factor in term of gender, age, occupation and monthly income significantly influence customers' dining choices at chef's table restaurants, 2) behavior in term of, expenditure per visit, preferred visit days, the influencers guiding decision-making and the accessed sources of information significantly influence customers' dining choices at chef's table restaurants,
3) marketing mix were in term product, place, place, promotion, people, process and physical evidence related to the decision to choose a chef’s table restaurant in Bangkok, the coefficient of determination was 0.461 and the prediction equation was Y = 0.570 + 0.113X₁ + 0.143X₂+ 0.080X₃+ 0.203X₄ + 0.120X₅ + 0.082X₆ + 0.105X₇ , 4) These insights have led to the development of a new framework for chef's table restaurant growth known as the "DOA Model," which focuses on three key areas: Diversity, Online presence, and Atmosphere.

Marketing Mix Perception of Value and Social Media that Affect Chinese Tourists' Decision to Purchase Souvenirs in Mueang District, Chiang Mai Province

Wu Mengqi — 2024-08-30

This study aimed to study the importance of marketing mix, perceived value, social media, and souvenir purchasing decisions of Chinese tourists in Mueang District, Chiang Mai Province, and to study the factors of marketing mix, perceived value, and social media that affect the decision to purchase souvenirs of Chinese tourists in Mueang District, Chiang Mai Province. The sample group used in the study was 385 Chinese tourists who had traveled in Mueang District, Chiang Mai Province. The research was a survey research. The instrument used in the study was a questionnaire. The statistics used for data analysis included descriptive statistics, such as frequency, percentage, mean, and standard deviation, and inferential statistics, such as multiple regression.

The results of the study found that marketing mix, perceived value, social media, and souvenir purchasing decisions of Chinese tourists in Mueang District, Chiang Mai Province were at a high level of importance, with mean values of 4.18, 4.18, 4.16, and 4.34, respectively. The multiple regression analysis found that marketing mix, perceived value, and social media factors significantly affected the decision to purchase souvenirs of Chinese tourists in Mueang District, Chiang Mai Province at a statistical level of 0.05. They could predict the decision to purchase souvenirs of Chinese tourists in Mueang District. Chiang Mai Province received 86.40 percent.

Marketing Mix Factors Motivating Thai Tourists to Travel to Consume Street Food at The Ichiba Station Market, Khan Na Yao District, Bangkok

Sutee Aramsujjakul — 2024-08-30

This research aimed to 1) study the level of opinion of marketing mix that motivate Thai tourists to travel to consume street food at the Ichiba Station market, Khan Na Yao District, Bangkok and 2) compare between the level of opinions of marketing mix that motivate Thai tourists to travel to consume street food at the Ichiba Station market, Khan Na Yao District, Bangkok, divided by demographic characteristics. This research is based on quantitative research which collecting data through questionaires. The sample of this research consisted of 112 Thai tourists who traveling to consume street food at the Ichiba Station market, Khan Na Yao District, Bangkok under convenience sampling. Data were analyzed the descriptive statistics, including percentage, mean, and standard deviation, as well as inferential statistics, including One-Way ANOVA : F-test.

The results revealed that opinions on the marketing mix factors that motivate them to consume street food at the market, it was found that Thai tourists had the high level of opinions in price and place, moderate level of opinion in product and promotion. The demographic factors resulted in a difference in opinion level on the marketing mix factors in terms of place and promotion topics that motivate Thai tourists to consume street food at the market was average monthly income at the statistical significance level of 0.05.

Guidelines for Work-Integrated Learning in Tourism and Hospitality in Koh Samui District, Surat Thani Province

Sunsanee Wongsawat — 2024-08-30

The research article aims to study the model of work-Integrated Learning management in tourism and hospitality fields in Koh Samui and student achievement from the management, investigate support factors implementing in work-integrated learning management and then developed an work-integrated learning management guidelines in tourism and hospitality in Koh Samui district using 9 focus group discussions, including participants in the work-integrated learning management in the actual establishment from 45 key informants, were selected according to the criteria set by the researchers. In conjunction with in-depth interviews from students, professors, and establishment representatives, together with relevant studies, documents, and research on data collection and analysis.

The study found that the educational institution implements three models of work-integrated learning: alternating between classroom learning and work in a department for 4 months, classroom learning followed by 3 months of work, and alternating between classroom learning and work across 3 departments for 6 months. The outcomes showed that students developed in terms of cognitive, psychomotor, and affective domains. The study identified seven supporting factors for implementing work-integrated learning in tourism and hospitality, including: students, educational institutions, teaching management, tourism and hospitality enterprises, supervisors or mentors in the workplace, students' families, and the context of Koh Samui. The guidelines for developing work-integrated learning in tourism and hospitality on Koh Samui were categorized into 7 areas: students, educational institutions, teaching management, tourism and hospitality enterprises, supervisors or mentors, students' families, and the context of Koh Samui.

Guidelines for Increasing the Effectiveness of Teaching and Learning Management Through Blended Learning Systems: A Case Study of Dusit Thani College

Piyanuj Siriplab — 2024-08-31

The objectives of this research are as follows: 1) Analyze the problems and obstacles in using blended learning systems, 2) Study the needs of both students and instructors, and find solutions to address the issues in using blended learning systems, and 3) Propose strategies to enhance the effectiveness of teaching and learning through the use of blended learning systems. The research was conducted using a mixed-methods approach. For the quantitative research component, a stratified random sampling method will be used. The sample consisted of 342 students from years 1 to 4 at Dusit Thani College, Bangkok and 92 instructors at Dusit Thani College. The sample size for the qualitative research component included target groups and key informants, primarily students and instructors at Dusit Thani College, who have used the blended learning system for at least one academic semester. Participants were obtained by using random sample selection, according to the objective, while the sample size uses data sufficiency.

The study found that: 1) Significant problems and obstacles in using blended learning systems for both learners and instructors include network system speed, which affects simultaneous internet access, causing delays, as well as the unpreparedness of tools and equipment used in teaching and learning. 2) Learners and instructors alike have initial requirements such as the system should be fast in accessing information, support various file types, and have easily understandable lesson content. Instructors should create an interesting classroom atmosphere, provide support for blended learning, and 3) Ways to enhance the effectiveness of teaching and learning through the use of blended learning systems include using a single stable, fast, and easy-to-use system that supports various devices for all subjects. Instructors should be proficient in using the system, continuously develop themselves in media creation to keep up with changing technology, have a team of expert staff to provide guidance and solve problems in system usage and media creation. Learners and instructors agree that blended learning affects the effectiveness of teaching and learning significantly. It was found that learners who studied using blended learning had significantly higher learning outcomes after studying than before studying indicate that blended learning helps improve learning outcomes.

Guidelines for the Integrated Cooperation between The Royal Sea Farm Project and Dusit Thani College

Panaporn Somjit — 2024-08-31

The objectives of this research were 1) to study problems in the integrated cooperation between The Royal Sea Farm Project and Dusit Thani College 2) to study guidelines in the integration of cooperation between both organizations. This was qualitative research. By in-depth interviewing, the key informants were the staff of both organizations which were the stakeholders who are both policy makers and policy implementers, including people in the community who participated in the training.

The results of the study showed that the problems of staff, product, cooperation and budget, as well as the guidelines of scarcity, product development, collaboration, expertise, efficiency, achievement are significantly in connection with the concept of integrated collaboration based on 7S McKinsey concepts. Accordingly, this brings forth a new perspective, called McKinsey and PINS: Strategic, Structure, Style, System, Staff, Skills, Shared Values (7S) and Participation, Interest, Network, Support (PINS). The suggestions are to encourage collaboration across organizations as a means of increasing economic value to farm products, and to promote farm products through government organizations to earn more income and supports to province, together with local pride. Stakeholders should enhance knowledge in branding management system and enrich cooperation among villagers to maintain local wisdom and identity in utilizing community resources, which will result in sustainable economic, social, and cultural creativity.

Guidelines for Developing Sports Excellency Management for Higher Education Institutions in Southern Thailand

Suthipat Kaewmanee — 2024-08-31

The objectives of this research are to analyze the environment of sports management for excellence in higher education institutions in Southern Thailand and to propose development guidelines for sports management for excellence in these institutions. The tools used for data collection are semi-structured interviews and focus group discussions, with the sample selected through purposive sampling. The analysis of the environment for sports management for excellence in Southern Thailand's higher education institutions involved representatives related to sports management in these institutions. The sample size was 42, including representatives from the University Sports Board of Thailand (USBT), the Sports Authority of Thailand (SAT), administrators, lecturers, staff, coaches, assistant coaches, and athletes from the higher education institutions in Southern Thailand. For determining the development guidelines for sports management for excellence, the sample included 10 experts with knowledge and experience in managing sports for excellence in these institutions. This group consisted of lecturers, experts, and staff, and the data were analyzed using content analysis.

The research findings reveal that the overall sports management for excellence in Southern Thailand's higher education institutions has several strengths, including the athletes' abilities, skills, and commitment to training, effective athlete recruitment, good cooperation between various organizations, the presence of qualified and credible sports scientists, convenient locations, dedicated and experienced coaches, and well-equipped sports facilities. However, there are several weaknesses, such as a lack of professional advancement support, personnel development, motivation, welfare, compensation, athlete selection, funding, integration of research work, expert coaches, academic monitoring of athletes, systematic record-keeping of competition results, adequate emergency management plans, support for participation in various competitions, and connection with specialized experts like psychologists, physiotherapists, and nutritionists. Additionally, there is limited feedback reception. Furthermore, the development of sports for excellence faces significant obstacles, including the climate of Southern Thailand affecting facilities and training, continuity issues due to economic and political problems, cultural diversity affecting training schedules, and budget disbursement regulations that do not align with actual development needs. Nonetheless, there are important opportunities for support, such as government emphasis on sports support, proximity of Southern Thailand's institutions to neighboring countries like Malaysia for international skill development collaboration, and local organizations supporting competitions. The proposed guidelines for developing sports management for excellence in Southern Thailand's higher education institutions can be summarized into five key areas: 1) boosting morale, 2) improving selection processes, preparation, training, and competition experience, 3) enhancing the capabilities and competencies of sports coaches, 4) increasing the efficiency of facility, equipment, and convenience management, and 5) supporting and securing funding for sports development for excellence.

The Development of Royal Thai Cuisine Standard Recipes According to Dusit Thani College Standards: A Case Study of The Savory Dishes in A Tribute to Savory and Sweet Fares

Siripong Rugmai — 2024-08-31

The main objective of this research was to develop the royal Thai cuisine standard recipes of savory cuisine based on the names appearing in A Tribute to Savory and Sweet Fares, composed by H. M. King Pra Bhuddha Lertla Napalai (King Rama II). Qualitative research methods were used to review literature for information related to various cuisines in A Tribute to Savory and Sweet Fares covering savory dishes. Then, standard recipes according to the standards of Dusit Thani College were developed through cooking experiments until standard recipes were obtained. The research results were presented in the form of standard recipes in 5 areas: ingredient standard, process standard, product standard, serving standard and consuming standard. The results were able to develop and present standard recipes for royal cuisine in A Tribute to Savory and Sweet Fares according to Dusit Thani College standards covering savory dishes. There were 15 recipes, namely Chicken Massaman Curry, Yum Yai (Salad), Tab Lek, Moo Naem, Koi Koong, Thepo Fish Curry, Khanom Jeen Nam Ya, Gaeng Aom, Khao Hoong, Kaeng Kua Moo Pa with Rakam, Phla Nua, La Tiang, Rhum, Rung Nok (Bird's Nest Soup), and Sang Wa. The presentation of research results included standards for ingredient proportions (recipes), cooking methods, Serving and decorating dishes, pictures of cooked food Including important notes about each food item.

Motivation Factors Influencing the Teamwork of Kitchen Division Employees in a 4-5 Star Hotels in Bangkok

Phetcharat Roykaew — 2024-08-31

This research aims to study the motivation for teamwork among kitchen staff in 4-5 star hotels in Bangkok and to examine the motivational factors that affect teamwork among kitchen staff in these hotels. It is a quantitative research study that uses a questionnaire as the data collection tool. The sample group consists of kitchen staff, with data collected from 25 five-star hotels in Bangkok (200 participants) and 50 four-star hotels in Bangkok (200 participants). The study employed descriptive statistics, including mean and standard deviation, and hypothesis testing using multiple linear regression analysis.

The research findings indicate that the highest mean scores for teamwork motivation were found in the areas of job achievement and the nature of the work performed. The highest mean scores for teamwork factors were in responsibility, followed by role clarity, and morale-building within the team. Additionally, motivational factors such as job achievement, recognition, the nature of the work performed, responsibility, compensation and benefits, organizational policies, and effective communication within the organization significantly impacted teamwork among kitchen staff in 4-5 star hotels in Bangkok. The significance values (Sig) were 0.001, 0.002, 0.005, 0.046, 0.023, 0.000, and 0.000, respectively, all of which are less than 0.05. However, career advancement did not significantly affect teamwork among kitchen staff in 4-5 star hotels in Bangkok.

Business Adjustment of Agricultural Equipment Stores in Bangkok Under the Trend of Environmental Conservation

Saranya Thunmueangdon — 2024-08-31

The purposes of this study were: 1) To study the business problems and impacts caused by environmental conservation trends of agricultural equipment stores in Bangkok. 2) To study the business adaptation of agricultural equipment stores in Bangkok under the trend of environmental conservation, using qualitative research methodology, the main informant is the owner of an agricultural equipment store in Bangkok number of 15 places used semi-structured interviews as data collection tools. The data were analyzed by analyzing content and then presenting research results in essay format.

The results of the study were as follows: 1) Business problems and impacts caused by conservation trends environment of agricultural equipment shops in Bangkok. It was found that retail trading is a quick and easy way to do business, and the initial investment is not very high. Agricultural equipment shops in Bangkok, Most of them are characterized by retail business operations because they do not require very high investment and are easy to start a business. It can be sold and make a good profit. The start started with the opening of a small store and continued to expand respectively, such as adding more products, expanding space, and going all the way to expanding branches to create markets and create good and stable sales. 2) Business adaptation of agricultural equipment stores in Bangkok under the trend of environmental conservation.

It was found that the store's revenue and sales showed that due to economic conditions, sales were not as expected. Therefore, various strategies must be applied in the operation, analysis of data from interviews by agricultural equipment shops in Bangkok Most of the current sales trends are considered to be in the threshold of not growing much, although sales are quite declined, it may be due to sales being fashionable and customers have changed their buying behavior. From in-store purchases, more and more online purchases are available. If there is an improvement in product sales, such as online sales or store rearrangement, it may help increase sales in the future.