Dusit Thani College Journal

Effect of Wolffia (Wolffia globosa) Supplementation on Protein, Dietary Fiber, and Antioxidant Content in Thai Desserts

Tue, 26 Aug 2025 00:00:00 +0700

This research aims to study 1) the effect of wolffia (Wolffia globosa) supplementation in Thai desserts, 2) consumer acceptance and 3) protein, dietary fiber and antioxidant content in Thai desserts supplemented with wolffia. Statistical analysis of this study demonstrated the mean, percentage, and standard deviation (SD). The effect of wolffia supplementation in Thai desserts was studied by supplementing wolffia powder at 2, 4 and 6% of flour weight. The experiment was designed using a Randomized Complete Block Design (RCBD). Analysis of variance (ANOVA) was used to compare the means using Duncan’s new multiple range test at a 95% confidence level. The results showed that the appropriate wolffia content for Khanom Kleeb Lamduan (Thai shortbread cookies) was 6%. Khanom Piak Pun (Pandanus pudding in coconut cream) and Khanom Niao (Rice cake with coconut syrup and rice cracker) were 4%. The consumer acceptance results of Thai desserts supplemented with wolffia, including Khanom Kleeb Lamduan 78% of consumers were like moderately level (3.73±0.44), Khanom Piak Pun 85% of consumers were like very much level (4.64±0.48), Khanom Niao 65% of consumers were like moderately level (3.46±0.50). The protein, dietary fiber and antioxidant content of Thai desserts with wolffia supplement compared with the control, the protein content of Khanom Kleeb Lamduan, Khanom Piak Pun and Khanom Niao increased 0.76, 0.10 and 0.36 g, respectively. Dietary fiber increased 0.66, 0.03 and 0.66 g. Total phenolic compounds increased 0.23, 30.93 and 0.11 µg GAE/g and Radical scavenging activity increased 69.00, 75.82 and 38.40 µg GAE/g, respectively. The colorimetry of 3 Thai desserts supplemented with wolffia was L* 41.50, 32.36 and 45.00, a* -0.80, -8.70 and 15.26, b* 36.50, 20.93 and 15.26, respectively.

Development of Butter Cookies Supplemented with Seablite (Suaeda maritima) Powder

Wed, 27 Aug 2025 00:00:00 +0700

This research aimed to 1) study the basic formula of butter cookies, 2) study the appropriate amount of cha-kram powder in butter cookies, and 3) study the consumer acceptance of butter cookies with cha-kram powder added. The experiment was designed in a randomized complete block design (RCBD) the data from the basic formula were averaged () analyzed for variance (Analysis of Variance, ANOVA) and compared for the statistical differences (Least Significant Difference, LSD) the results of the research found that the tasters rated the sensory quality of Formula 1 by 50 tasters in terms of appearance and color at the level of like very much smell taste texture and overall liking at the level of like much, with the mean scores of 8.32, 8.24, 8.08, 8.12, 8.08, and 8.12, respectively, at the level of like the most and there is a statistically significant difference (p≤0.05) the study of the appropriate amount of cha-kram leaf powder in butter cookie products at 4 levels: 0 10 15 and 20 percent of the total wheat flour weight by 50 panelists found that the panelists accepted the butter cookie product with cha-kram leaf powder added at 15 percent of the total wheat flour in terms of appearance, color smell taste texture, and overall liking at the level of very much the analysis of physical and chemical properties of the basic butter cookie product and the butter cookie product with cha-kram leaf powder added is done by comparing the addition of cha-kram leaf powder in the butter cookie product. Protein 4.97 grams Carbohydrates 57.05 grams Fat 31.26 grams Moisture: 4.82 Ash 1.90 grams Beta-carotene 973.23 micrograms Dietary fiber 2.46 grams Calcium 710.513 micrograms acceptance of Butter Cookie Product with Cha-kram Leaf Powder Addition Using a sample group of 150 people, it was found that consumers accepted the product of fresh butter cookies with added powdered cha-kram leaves at 80.67 percent the product is beneficial to health. It is in a plastic jar containing 7 pieces, weighing 70 grams and priced at 50 baht, and is distributed in bakeries.

Development of Vegetarian Thai Cuisine Standard Recipes to Promote the Dissemination of Thai Cuisine Standards for Non-Meat Consumers

Thu, 28 Aug 2025 00:00:00 +0700

This research aimed to develop a standard recipe for vegetarian Thai cuisine and present a guideline for disseminating the standard recipe of vegetarian Thai cuisine for vegetarians. Literature review of recipes and cooking method were performed in order to select the menu for standard recipe for vegetarian Thai cuisine. Then, experimented with cooking until they obtaining an appropriate standard recipe for vegetarian Thai cuisine. In addition, the nutritive value per serving of each item was calculated. The research results were able to develop a total of 35 standard recipes for vegetarian Thai cuisine, consisting of 5 snacks, 20 savory dishes, and 10 sweet dishes, such as vegetarian deep-fried chicken wrapped in pandanus leaves, vegetarian beef massaman curry, vegetarian red curry with roast duck, vegetarian chicken green curry, grain pudding with young coconut, poached pumpkin in coconut milk, mango with sticky rice, and vegetarian coconut flavored sticky rice with dried fish and sugar.
The research results on the guidelines for disseminating the standard recipe for vegetarian Thai cuisine can be developed into a book of standard recipes for vegetarian Thai cuisine. This cook book should contain information about Thai cuisine and vegetarian cuisine, origins, concepts, and conduct of research; information about vegetarian Thai cuisine cooking process, ingredients, and seasonings; and a list of vegetarian Thai cuisine items, including pictures, ingredients (recipes), methods of preparation, nutritive values per serving and observed special remards on cooking.

The Survey of Consumer Behavior and Demand for Product Concept Development of Instant Beverage Powder Containing Rice as an Ingredient

Thu, 28 Aug 2025 00:00:00 +0700

งานวิจัยนี้มีวัตถุประสงค์เพื่อศึกษาพฤติกรรม ความต้องการ ลักษณะที่สำคัญของผลิตภัณฑ์ของเครื่องดื่มผงกึ่งสำเร็จรูปจากข้าวที่ผู้บริโภคต้องการ และวิเคราะห์ปัจจัย (Factor analysis) ที่มีอิทธิพลต่อลักษณะที่สำคัญของผลิตภัณฑ์เครื่องดื่มจากข้าวที่ผู้บริโภคต้องการ โดยใช้แบบสอบถามเป็นเครื่องมือในการเก็บรวบรวมข้อมูลจากผู้ตอบแบบสอบถามทั้งสิ้น 150 คน

ผลการศึกษาพบว่า จากการสำรวจข้อมูลเกี่ยวกับความต้องการของผูบริโภคในการพัฒนาผลิตภัณฑ์เครื่องดื่มจากข้าวสามารถสร้างเป็นแนวความคิดในการพัฒนาผลิตภัณฑ์ดังนี้ ผลิตภัณฑ์ควรอยู่รูปแบบผงกลิ่นรสโกโก้ ต้องการให้เสริมส่วนผสมของโปรตีนถั่วเหลืองและผงมอลต์ บรรจุในซองสำหรับ 1 ที่ ขนาดประมาณ 15–20 กรัมต่อซอง ควรมีราคาจำหน่ายอยู่ระหว่าง 21–30 บาท จากการวิเคราะห์ปัจจัย (Factor analysis) ที่เป็นลักษณะสำคัญที่ผู้บริโภคต้องการทั้งหมด 17 ปัจจัย สามารถจัดกลุ่มปัจจัยได้เป็น 4 กลุ่มปัจจัย 1) ปัจจัยด้านลักษณะปรากฎและปลอดภัยต่อสุขภาพ
2) ปัจจัยด้านกลิ่นรส รสชาติและเนื้อสัมผัส 3) ปัจจัยด้านการใช้วัตถุดิบทางเลือกทดแทน ปัจจัยด้านคุณสมบัติ และ 4) การละลายและคุณค่าทางโภชนาการ สำหรับปัจจัยที่ 4 ปัจจัยด้านคุณสมบัติการละลายและคุณค่าทางโภชนาการมีคะแนนความสำคัญมากและอยู่ในลำดับที่สูงเมื่อเทียบกับตัวแปรอื่น ๆ ที่เหลืออยู่ โดยผู้ผลิตควรใช้ข้อมูลเหล่านี้เป็นแนวทางในการพัฒนาผลิตภัณฑ์เครื่องดื่มจากข้าวที่ตรงกับความต้องการของผู้บริโภคต่อไป

The Interaction Effects of Green Hotel Practice and Incentives on Hotel Revisit Intentions

Fri, 29 Aug 2025 00:00:00 +0700

This research investigates the interaction effects of sustainable practice and incentive strategies on consumers' hotel revisiting intentions using the Stimulus-Organism-Response (S-O-R) framework as a theoretical lens. Employing a robust between-subjects scenario-based experimental design, with a total sample size of N = 502, this research utilises a 2 x 3 factorial structure to analyse the impact of selectable versus unselectable green hotel practices (e.g., consumers can choose to reuse towels or/and bed linins versus consumers are require to reuse both towels and bed linins) in conjunction with various incentive programs (cashback vs. point rewards vs. no reward), then two-way ANOVA and simple effect analysis are employed to analyse the data.

Results reveal statistically significant interaction effects, specifically with (F (2, 496) = 3.46, p. < .05), indicating that participants exhibited markedly stronger intentions to revisit hotels when exposed to selectable sustainable practices paired with cashback incentives. Interestingly, unselectable sustainable practices also yielded positive effects on revisit intentions when combined with both types of incentives, cashback and point rewards, suggesting that economic rewards can adequately compensate for potential dissatisfaction stemming from limited consumer choices (effect size = 0.014, CI = 95%). These findings fill critical gaps in the existing literature by illustrating the necessity of integrating sustainability and incentive strategies within hospitality marketing frameworks. The implications point toward practical recommendations for hotel managers focused on enhancing consumer loyalty through effectively designed green hotel practice and incentive programs. This study underscores the importance of creating strategic marketing approaches that foster long-term relationships with consumers in an increasingly competitive hospitality market.

The Analysis of Tourism Factors Influencing Decision-Making in Choosing Chao Phraya River Cruises

Thitiwat Sungkaew , Komsit Kieanwatana — Fri, 29 Aug 2025 00:00:00 +0700

The purpose of this research was to find the tourism factors influencing the decision to use Chao Phraya River cruise services. The sample group consists of 390 Thai and international tourists with prior experience using these cruise services, selected from three piers: ICONSIAM, Asiatique, and River City. A questionnaire was used as the data collection tool, and the gathered data were categorized into new factor groups before being analyzed using Multiple Regression Analysis in Enter Form

The results were as follows: The factor of Accessibility and cruise experience (Beta = 0.597), Service expectation fulfillment (Beta = 0.596), Service standards to enhance the cruise experience
(Beta = 0.392), Onboard tourist services during the cruise (Beta = 0.176)

Confirmatory Factor Analysis of Environmentally Friendly Homestay Management in Thailand

Saranyaa Niemchai — Fri, 29 Aug 2025 00:00:00 +0700

This research aims to analyze confirmatory factors and propose development guidelines for environmentally friendly accommodation management within the homestay sector in Thailand. Employing a mixed-methods research approach, the quantitative component utilized a structured questionnaire to collect data from 480 individuals who had previously used environmentally friendly model homestays. The data were analyzed using Confirmatory Factor Analysis (CFA). In the qualitative phase, findings from the quantitative analysis were used to inform the framework for focus group discussions. Key informants included representatives from government agencies, the private sector, business operators, academics, and customers who had experience with eco-friendly homestays, totaling 23 participants. Content analysis was employed to interpret the qualitative data.

The results of the study revealed the following: The components for developing eco-friendly accommodation management in the homestay sector in Thailand consist of eight key dimensions: 1) Waste Management 2) Energy Management 3) Water Management 4) Eco-friendly Team and Policy Management 5) Activity and Nature Tourism 6) List of Purchasing and Procurement Management) 7) Transportation 8) Home and Nearby Area. The goodness-of-fit test of the model with empirical data indicated that all components were well-aligned, as validated by the focus group discussions. For development guidelines, the researcher proposed the "WE WEALTH STANDARD" as a model representing environmental abundance and prosperity, serving as a framework for the development of eco-friendly homestays. This model provides a strategic guideline for homestay operators to adopt and implement within the homestay accommodation sector in Thailand, aiming to achieve sustainable eco-friendly homestay practices.

Enhancing Market Positioning of Event Venues: An Analysis of Factors and Strategies for Sustainable Competitive Advantage

Fri, 29 Aug 2025 00:00:00 +0700

This research aims to 1) investigate the internal and external factors influencing the positioning strategy of event venues; 2) analyze effective positioning approaches that enhance differentiation and competitive advantage; and 3) propose strategic guidelines for the sustainable development of event venue positioning. A mixed-methods research design was employed. The quantitative data were collected through a questionnaire, which was validated for content accuracy and reliability, from a sample of 400 event organizers and venue users in Bangkok and its metropolitan areas. Qualitative data were gathered through in-depth interviews with 10 experts using semi-structured interview questions. Quantitative data were analyzed using descriptive statistics (mean and standard deviation) and inferential statistics, while qualitative data were analyzed using content analysis, focusing on strategic trends and in-depth insights provided by key informants. The findings revealed that key internal factors influencing venue positioning included venue image, availability of facilities, and service quality. External factors included behavioral shifts among digital-age event organizers and market trends emphasizing meaningful customer experiences. The study also found that competitive capability could be enhanced through positioning strategies that emphasize user experience, flexibility, and modern technologies—factors that contribute to customer attraction and long-term loyalty.Strategic recommendations include 1) developing a strong brand identity, leveraging user data for personalized strategies, and promoting environmental sustainability; 2) strengthening partnerships within the event ecosystem; and 3) integrating contemporary marketing concepts such as experiential marketing and service quality management. These strategies are vital to maintaining a strong and sustainable market position. The results provide valuable implications for venue operators' strategic planning and serve as a policy guideline for the MICE industry and the broader creative economy at the national level.

The Moderating Influence of Adaptive Performance on the Relationship Between Work Motivation, Perceived Organizational Justice, and Service Efficiency of Food Delivery Riders in Thailand

Fri, 29 Aug 2025 00:00:00 +0700

This study aims to 1) examine the work behaviors of food delivery riders using applications in Thailand and 2) investigate the moderating influence of adaptive performance on the relationship between work motivation, perceived organizational justice, and service efficiency among food delivery riders in Thailand. This research employed a quantitative approach, using a questionnaire as the data collection tool from 384 food delivery riders using applications in Thailand. The sample was selected using stratified random sampling, with the sample size in each stratum proportionally allocated based on representative provinces from each region. Within each stratum, purposive and convenience sampling methods were applied to select the participants. The data were analyzed using descriptive statistics, including percentages, means, and standard deviations, as well as hypothesis testing using Pearson’s correlation coefficient and multiple regression analysis.

The findings revealed that 1) the majority of food delivery riders worked with the Grab food delivery service. The most frequently delivered food type was Thai food, with an average of 3-4 menu items per delivery. The peak delivery time was between 12:01 PM and 3:00 PM, with an average of 5-10 deliveries per day. The average income per delivery was 20-25 THB, and most riders received daily payment. The average monthly income from food delivery ranged from 10,000 to 20,000 THB. 2) Both work motivation and perceived organizational justice had a significant positive relationship with service efficiency at the 0.01 level. Furthermore, adaptive performance was found to moderate the relationship between work motivation and service efficiency in a positive direction, while it moderated the relationship between perceived organizational justice and service efficiency in a negative direction, with statistical significance at the 0.01 level.

Service Marketing Mix, Electronic Word-of-Mouth Communication, and Image of Dim Sum Restaurants Affecting Tourists’ Decision to Use Dim Sum Restaurants in Hat Yai District, Songkhla Province

Naphat Eiampaiboonphan, Naphawan Netpradit — Sat, 30 Aug 2025 00:00:00 +0700

This objectives of this research were 1) to study the level of importance of service marketing mix, electronic word-of-mouth communication, brand image, and service usage decision, and 2) to investigate the service marketing mix, electronic word-of-mouth communication, and image influence the decision to use dim sum restaurant services among Thai tourists in Hat Yai District, Songkhla Province. This is a quantitative study. The research instrument used was a questionnaire. The sample group consisted of Thai tourists who used dim sum restaurant services in Hat Yai District. Data were analyzed using descriptive statistics, including mean and standard deviation, and inferential statistics, using multiple regression analysis using the Enter Selection method.

The results showed that all factors were rated as highly importance. The order of importance for these factors is as following 1) consumer decision, 2) Restaurant image, 3) electronic word-of-mouth communication, and 4) service marketing mix. From the multiple regression analysis, it was found that the image had the highest influence on the decision to use the service, with a regression coefficient of 0.554. The service marketing mix also influenced the decision to use the service, with a regression coefficient of 0.501. Lastly, electronic word-of-mouth communication influenced the service usage decision, with a regression coefficient of 0.246.

Managing Pet-Friendly Tourism Experience through The Service-Dominant Logic Perspective: Case Study of Service Design in Thai Hotels

Somphob Chatawanich, Maneewan Chatawanich , Krissana Srithongna — Sat, 30 Aug 2025 00:00:00 +0700

The growing trend of pet ownership reflected broader social dynamics and evolving human behaviors that elevated pets to the status of family members. This shift contributed to the emergence of a new tourism segment known as “pet-friendly tourism.” This article aimed to analyze how pet-friendly tourism experiences were co-created through the lens of Service-Dominant Logic (S-D Logic), which emphasized collaborative value creation between service providers and consumers. A conceptual framework and case study methodology were used to examine service design strategies adopted by three leading pet-friendly hotels in Thailand: The Standard Hua Hin, The Peri Hotel, and Kimpton Maa-Lai Bangkok. The study found that pet parents expected empathy-driven service, inclusive spaces, and emotional bonding. Technology played a significant role in shaping personalized experiences and enabling value
co-creation. The study contributed to the understanding of niche tourism management and proposed ethical and strategic implications for businesses seeking innovation through emotional engagement and
co-experience.

Perception, Brand Image, and Expectations Toward Pawnshop Brands Across Thai Generations: A Case Study of Easy Money

Watit Intuluck, Chakrit Srisakun — Sat, 30 Aug 2025 00:00:00 +0700

The shifting consumer landscape, marked by the emergence of Generations Y and Z as major purchasing power, has brought significant challenges to traditional businesses, including the pawnshop industry in Thailand. This sector is facing intensified competition from digital lending services as well as barriers posed by social stigma. This article aims to analyze and compare the perceptions, brand image, and expectations of consumers across different generations (Generations X, Y, and Z) toward the pawnshop business, using “Easy Money” as a case study to synthesize strategic brand communication guidelines suitable for the current business context.

This academic article synthesizes the literature and finds significant generational differences in perception and expectation. For Generation X, trustworthiness, asset security, and professionalism of service are the most important evaluation criteria. Generation Y values the overall experience and a modern brand image that can reduce feelings of shame and is highly influenced by online social media reviews. Meanwhile, Generation Z, as digital natives, expects a seamless digital-first experience along with maximum transparency and brand authenticity.

The article proposes an integrated brand communication strategy framework tailored to each target group, consisting of: 1) The perception , 2) The brand image, and 3) The expectations toward pawnshop brands across Thai generations.

Finally, the article recommends future directions for qualitative research to test rebranding concepts, and quantitative research to assess effectiveness and build consumer decision-making models.

Tourist Gaze and Staged Authenticity in the Context of Creative Conservation: A Case Study of YEN.CNX Café, Chiang Mai

Maneewan Chatawanich, Somphob Chatawanich, Boonphet Puengyoi — Sat, 30 Aug 2025 00:00:00 +0700

This article examined the case of YEN.CNX, a café located in a former tobacco leaf sorting factory in Chiang Mai, Thailand. The study aimed to analyze the spatial design of the café through the conceptual frameworks of the Tourist Gaze and Staged Authenticity, to explore the ethical implications of revealing labor processes within a cultural service setting, and to propose design strategies for creative business spaces that align with cultural heritage conservation and respect for labor dignity. Using case study methodology, secondary data collection, and visual analysis, the study investigated how the site balanced historical storytelling with aesthetic experience. The findings indicated that while YEN.CNX presented a curated narrative of local labor heritage, the visual exposure of labor processes as part of a touristic aesthetic raised ethical concerns regarding labor dignity and asymmetrical power in storytelling. The article argued that creative tourism spaces should adopt ethical communication strategies and foster community participation in shaping narratives to ensure meaningful preservation, both materially and socio-culturally.