Tourism In Thailand Research Articles

Relationships between Service Quality, Service Marketing Mix, and Behavioral Intention: Consumers’ Perspectives on Short-term Accommodation Service for Tourism in Thailand

This study aims to examine the degree of perceived service quality, service marketing mix, and behavior intention of tourists in Thailand. It also studies the relationship between service quality and service marketing mix on behavioral intention of tourists using Thailand’s short-term accommodation service. Research methods used in this study is questionnaire, with 5-point Likert scales. The targeted samples are 1,540 tourists who have used short-term accommodation service in Thailand. 1,127 questionnaires were completed and returned, making up 73.18% of all questionnaires distributed. Collected data were analyzed using both descriptive and inferential statistics. The former includes means and standard variations which were used to determine the degree of each variables. The latter includes Pearson correlation analysis for the analysis of relationships between variables. The study shows that the overall service quality and behavioral intention were rated as high, with overall marketing mix rated at the highest level. As for correlations, service quality is found to be moderately and positively correlated with behavioral intention. A similar moderate and positive correlation is found between service marketing and behavioral intention. All variables are statistically significant at the .01 level.

Destination development by sport event tourism (SET): a case study of Thailand

Thailand is a canvas of opportunity upon which to design the quintessential pleasure dome of tourism through sports events if the socio-economic and political obstacles can be circumnavigated. Thailand’s economy is expected to reach average GDP growth of 3.2% between 2019 and 2023. However, few studies have examined how Thai sport and sport event tourism (SET) are efficiently or effectively promoted. In particular, it is encouraged to establish a model for a destination’s economic leverage, empirically underscored by industry thinktanks that propose how to utilize events to engender short and long-term benefits for a host destination. Such an approach can help countries such as Thailand to improve their destination development in the long-term. The current study reviewed the existing policy and systems of sport event tourism in Thailand and provided the better way to promote Thai sports and tourism. The results of this study show that the economic impact is significant for a destination by sport event tourism in Thailand. Some critical factors (e.g. government and local community involvement) should be discussed in future study.

Craft Beer Tourism in Thailand

The craft beer movement and craft beer tourism are a new global phenomenon that has reached various parts of the world. However, the literature on craft beer tourism mostly focuses on traditional origins of craft beer in Western countries—the US, Australia, and European countries. This research note illustrates how a study of the Thai craft beer movement and craft beer tourism could contribute to the existing body of knowledge. The consumption of non-Western people in non-Western places has been underrepresented in the literature of food and beverage tourism. The craft beer movement has spread to Thailand via urban middle-class Thais who brought the passion for and knowledge of home brewing from the West to Thailand. Brewing lessons, brewery visits, and craft beer events/ festivals have functioned as community building activities for Thai craft beer enthusiasts as well as the main craft beer distribution channel. Craft beer consumption continues to grow despite the Thai alcoholic production law that prohibits home brewing. For future studies, different craft beer tourism activities in Thailand should be analyzed for 1) the adoption of the experience economy framework, 2) the formation of the consumption community, 3) the roles of various stakeholders who differentially contribute to and benefit from craft beer tourism activities, and 4) the role of foreign tourists in the development of craft beer tourism in Thailand.

Health Risk Assessment of Residents in a Tourist City: A Case Study of Nakhon Si Thammarat Province

Nakhon Si Thammarat is one of the most popular tourist destinations among the secondary tourism cities according to economic promotions. The rapid growth of the tourism industry is evidenced by increasing road traffic, especially at weekends, contributing to high nitrogen dioxide (NO2) concentration. The concentration of NO2 was measured in the main tourist destinations of Nakhon Si Thammarat Province. Likewise, health risks from NO2 exposure were also evaluated for the local residents. Air mass movement was applied to indicate risk areas of non-cancer health effects from exposure to NO2. Air samples were collected over 24 hours using a passive sampling technique at 3 areas in the tourist destination on weekdays and weekends during the wet season in 2018 and 2019. Results showed that NO2 concentrations at weekends were 2 - 3 times higher than on weekdays due to increased vehicular traffic. Anthropogenic activities had a greater influence than meteorological conditions on pollutant concentration. The NO2 concentration was within the ambient air quality standard, but toxicological risk quotients for the residents were above the recommended limits for human health. Findings indicated that local residents risked non-cancer health effects from long-term exposure to NO2. Therefore, sensitive residents should avoid outdoor activities on weekends. Moreover, the tourism authority should consider controlling visitor numbers, providing a parking area, and providing public transportation systems to reduce traffic-related pollutants for sustainable tourism in Thailand.

DIGITAL PUBLIC RELATIONS DEVELOPMENT FOR AGRICULTURAL TOURISM: CASE OF CHALOEM PHRAKIAT DISTRICT OF NAN PROVINCE

The tourism sector has considerably increased in Nan province in last few years, and has made major contribution to the Nan province due it natural beauty and beautiful landscape. Agricultural tourism has emerged as new tourism attraction in this region. Thai government has initiated many agricultural tourism projects for increasing revenue of Thai people in rural and agricultural areas and give tourists insight and experience of rural life. This paper is designed to examine the agricultural tourism development in Chaloem Phra kiat District. This paper tests the relationship between digital public relation, sense of community and agricultural tourism development in case of Chaloem Phrakiat District. The data was collected from 351 respondents which was analyzed on structural equation modeling on SPSS to check hypothetical relationship among proposed research frame. The findings advocated that personal relationship, community relationship, professional relationship and agricultural tourism development are significantly correlated. Sense of community also intervenes the connection between these variables. The paper advances literature on Digital public relations and agricultural tourism in Thailand. This paper will benefit public relation experts and government of community building in Chaloem Phra kiat District.

An Analysis of the Communication of Provincial Identities in Mascots to Promote Tourism in Thailand

This research analyzed the communication of provincial identities in mascots to promote tourism in Thailand through the conceptual frameworks of semiotic theory and identity concept. It is a qualitative research using an analysis of mascot components, an analysis of provincial identities that appear in the mascots, and in-depth interviews. The tools used consisted of a symbolic component analysis table with provincial identities and in-depth interviews.The sample group consisted of 23 mascots and 5 policymakers and mascot designers.Results of the study revealed that senders use mascots that are cute, friendly, and straightforward. Most of the senders use the encoding of sign in the icon level that looks like or resembles real objects to make them interesting and easy to understand. In addition, there is the encoding of sign in the index level that is reduced from real objects into patterns of costumes and accessories that make the mascots stand out. In terms of provincial identities, it was found that the meanings of the various symbols are transmitted in the dimensions of bringing up the distinctive identities of the province in seven aspects: 1) traditions and beliefs, 2) archaeological sites and antiques, 3) food and products, 4) famous tourist attractions, 5) costumes, 6) art and culture, and 7) other identities.

COVID-19 effects on Tourism and Business in Thailand

COVID-19 is a Pandemic disease spreads from Wuhan, China, to all over the world since late December 2019. At present, there is no drugs and vaccine available for this disease. It is the most recently discovered infectious coronavirus disease. Before the outbreak in Wuhan, China, in December 2019, this new virus and disease were unknown. The coronavirus pandemic affects various businesses in Thailand, especially Tourism and its related businesses. Because of this uncertainty, this disease affects harmful and severe economic declines in the country. This study aims to explore the effect of COVID-19 on Thai Tourism and businesses in Thailand. Qualitative Research was used in this article. This paper uses mostly secondary data from various trusted sources to enrich the quality of the information. The findings conclude that Thailand Tourism is estimated to affect 1.9 Trillion Baht as the revenue in 2020. Also, businesses in Thailand drop to USD 5 to 6 Billion from different business sectors. Thailand Tourism and its related businesses lost their sources severely, but the industry will get back soon once the situation is better and back to normal life. Aggregate demand needs to be boosted so that the supply chain is stimulated to restart economies.

Managing Islamic attributes through the satisfaction of Muslim tourists in a non-Muslim country

Purpose Attributes of a destination do not only have a positive impact on a person’s selection of the travel destination but also influence the level of tourist satisfaction. In spite of this, the destination attributes related to Muslim tourism are yet to be explored. Moreover, each attribute impacts the satisfaction of tourists in different ways. This study aims to investigate the importance and performance of Islamic attributes in selection of travel destinations by Muslim tourists and to examine the overall tourist satisfaction (SAT) based on the Islamic attributes. Design/methodology/approach Thailand has been considered as the base for this study. A quantitative research method and convenience sampling technique was used for data collection. Factor analysis was used to determine the importance and performance of Islamic attributes on the choice of travel destinations. Composite delineated factors were applied as indicators in the regression analysis to evaluate the SAT. Findings The findings reveal five important Islamic attributes: Halal-friendly environment, Halal hotel (IMP2), Halal food (IMP3), Halal food preparation and washroom facilities. However, Muslim tourists were only satisfied with the performance of three Islamic attributes: hotel entertainment and facilities, Halal food and preparation and Halal-oriented recreation and quality services (PER3). This study also reveals that PER3 as well as IMP2 and IMP3 are significant factors for evaluating the tourists’ overall satisfaction. Originality/value The Halal tourism market has been growing rapidly. However, research on the satisfaction of Muslim tourists based on the importance and performance of Islamic attributes in non-Muslim countries is limited. Thus, the researcher draws upon the views of Muslim tourists to propose recommendations on the important Islamic attributes and those whose performances are effective. The findings suggest that the SAT is influenced by particular attributes. Additionally, this study fills the research gap on Halal tourism in Thailand and provides useful information regarding the satisfaction of tourists based on Islamic attributes for non-Muslim countries, to help them formulate effective strategies for developing Islamic tourism in their travel destinations.

The Development of Tourism Entrepreneurship for Community Based Tourism in Thailand

The research aims to emphasize the entrepreneurship in community tourism development and to identify guideline of enhancing tourism entrepreneurship for community based tourism of Thailand. The research design was quantitative research. The samples consisted of 175 people living in the community, entrepreneurs in the community, government officials, folk philosopher, and community leaders who have tourism operations. Data were collected using a questionnaire. The major findings showed that an approach in the development of tourism entrepreneurship adhering to Community Based Tourism should focus on the development of 5 groups, namely 1) Community-based tourism management 2) Economic society and quality of life management 3) Conservation and promotion of community cultural heritage 4) A sustainable system management of natural resources and the environment and 5) Community based tourism services. This result shows the importance of entrepreneurial tourism for Community Based Tourism. It is essential reading for both tourism and entrepreneurship

A novel look at Thailand's tourism from a tourism composite index

The number of international tourists has reached more than half of Thailand's population, and tourism receipts accounted for nearly one-fifth of its GDP, which shows that the tourism industry is gr...

A novel look at Thailand's tourism from a tourism composite index

A novel look at Thailand's tourism from a tourism composite index

International Tourism as a Threat to Public Health in Thailand

From its unique history, Thailand has embraced its independence and benefited from its cultural and natural beauty. Transitioning from an agricultural to industrial economy due to the emergence of a strong tourism industry, Thailand has experienced a period of intensive urbanization that has re-shaped Thai lifestyle. Materializing as regional and social disparities, these consequences of industrialization have seemingly divided Thai society, separating those who benefit from the tourism sector while marginalizing those who do not. Additionally, this transition has threatened public health statuses within Thailand, and considering the current tourism trends seen over the past 20 years there is a great need for action and sustainable measures to ensure human health is not adversely affected even more. In this paper, I analyze the history of international tourism in Thailand and argue how this industry has negatively impacted current health statuses (specifically focusing on environmental health, non-communicable diseases, dietary transitions, and medical tourism). Through a review of current literature, this paper highlights the variability of health statuses and the interconnectedness of socioeconomic factors in influencing health and well-being among populations. Policies and programs are not discussed in this paper.

Forecasting Chinese Tourism Demand for Thailand: Using Markov Switching Autoregressive Model

This study purposed to forecast the Chinese tourism demand for Thailand. The time series data of Chinese tourists arriving in Thailand were estimated by using MS-AR Model, the consumer price index of Thailand, and the Thai exchange rate (THB/RMP) based on a monthly basis ranged between 2014 and 2019 collected from Ministry of Tourism and Sports, Bank of Thailand, and Ministry of Commerce, respectively. The results showed that the consumer price index of Thailand and the Thai exchange rate had a significant effect on Chinese tourism demand for Thailand. The most crucial point of this study demonstrated that the CPI could stimulate the tourism industry during the low season, so that the government can utilize or put some policies in effect for stimulating the tourism industry by controlling the CPI. In addition, this study provides the most appropriate tools to forecast the demand of Chinese tourism in Thailand and the potential options for adaption in the tourism sector.

A Qualitative Case Study of Japanese Long-Stay to a Knot of New Wave Issues of Multiracial Thai-Japanese in Thailand

Japanese long-stay in Thailand has been increased according to economic agreements; meanwhile, there is no data in the official report to second-generation as Thai-Japanese multiracial groups in Thailand. These two groups could be related number of increases because of family relationship reasons. According to developed countries, dismissing this relationship impact could because of racism, nationality, and tourism development issues. This research aimed (1) to study the impact of Japanese long-stay in Thailand (2) to study the current situation from Japanese long-stay tourist and Thai-Japanese multiracial in Thailand (3) to explore the elements of development dimensions from Japanese long-stay tourist and Thai-Japanese multiracial. In-depth interview and Data triangulation were used to analyze the data of similarity and generation perspectives into the data-saturated interpretation. Bangkok (1st province choosing by Japanese) in addition to Japan Embassy Thailand 2018 from 4 Thai-Japanese interviewees, four people of multiracial person family (Japanese long stay or migrant: Japanese first generation) and four specialists with personal safety data in promise. The result showed the current situation of Japanese long-stay tourist and multicultural Thai-Japanese issues. Government image, Economic policy, Good educational system, and having a government long stay center which could develop to Thailand tourism. Multiracial issues could be prepared in legal multiracial nationality status, and support and encourage the education system to social units could decrease conflict situations. Lastly, an ability to hold two nationalities and passports, Family and relationship, and working environment and living freedom were the main decision making of multiracial Thai-Japanese to live in Thailand.

The materiality of air pollution: Urban political ecologies of tourism in Thailand

Between February and April of each year, air pollution blankets much of northern Thailand and severely impacts the livelihoods of tourism practitioners and farmers in the region. Environmental narratives among lowland, urban residents attribute haze to biomass burning among highland farmers. Highland farmers, however, contend that environmental governance regimes have lengthened and exacerbated what is now regarded as the annually recurring haze crisis. Drawing on ethnographic fieldwork among urban tourism practitioners, rural farmers, and natural scientists, I demonstrate how, as a physical and symbolic entity, air pollution circulates between urban and rural spaces in ways that reshape tourism and urban-rural social relations. In doing so, I bring emerging work at the intersection of urban political ecology and new materialism to bear on tourism to reveal the more-than-human sociality of air pollution in northern Thailand.

Platform-mediated tourism micro-entrepreneurship: implications for community-based tourism in Thailand

本论文旨在分析科技平台对本地社区的作用, 包括降低风险和创造机会, 从而连系了微创业、共享经济、和社区型旅游之间的科研内容。研究设计/方法/途径研究样本包括六个在线平台（两个本地、四个国际）服务于泰国微创业主们。本论文采用系统分析法来比较个中平台之间的细小差别和有利于社区型旅游产业的特点。分析方法为主题分析法。研究结果研究发现了三种不同商业模式, 基于旅游产品、会员制、对目的地社区的贡献等三方面。旅游产品包括定制化旅游路线和私人旅游导游、当地美食体验、工坊、以及其他的当地/社区型活动。最主要的是, 泰国网络平台与泰国政府紧密合作, 以促进旅游微创业。研究原创性/价值本论文解析了在线平台的商业模式和其对社区型旅游产业的作用, 讨论了平台对可持续发展目标的贡献, 因此, 本论文对于旅游微创业、共享经济、和社区型旅游产业的文献做出贡献。

Tourism and Long-Run Economic Growth in Thailand: From 1960 to 2018

Tourism and Long-Run Economic Growth in Thailand: From 1960 to 2018

Non-commercial Surrogacy in Thailand: Ethical, Legal, and Social Implications in Local and Global Contexts.

In this paper, the ethical, legal, and social implications of Thailand's surrogacy regulations from both domestic and global perspectives are explored. Surrogacy tourism in Thailand has expanded since India strengthened its visa regulations in 2012. In 2015, in the wake of a major scandal surrounding the abandonment of a surrogate child by its foreign intended parents, a law prohibiting the practice of surrogacy for commercial purposes was enacted. Consequently, a complete ban on surrogacy tourism was imposed. However, some Thai physicians and surrogate mothers cross into neighboring countries to provide foreign clients with the commercial surrogacy services that are forbidden in Thailand. Under this legislation, the needs of Thai couples who are unable to conceive are accommodated by legally accessible, non-commercial surrogacy services; however, there is currently no provision in place aimed at protecting the rights and interests of surrogate mothers and children. It is widely believed that the abolition of surrogacy tourism, an industry that give rise to several major scandals, and legal access to surrogacy by Thai couples were the Thai government's primary goal in implementing this legislation.

Thailand's New Approach of Domestic Tourism for The Sustainability of Military Bases: A Critique of Restricted Areas Turned Into Leisure Destinations

Military forces in Thailand have had an important role in national defense, social development, and environmental protection for many years. Military-based tourism is a new form of domestic tourism in Thailand. Within this trend, the article aims to explore the occurrence of "military tourism" in Thailand and propose a military-based tourism development model, adapted from Ritchie and Crouch's model to a case study at Sattahip Naval Base. Specific attention is given to factors determining destination competitiveness and sustainability of the base including the transformation of restricted areas turned into leisure destinations. Triangulation methods are derived through a focus group discussion with 25 naval personnel involved in domestic tourism, document analyses, direct observations, and an in-depth interview with a senior naval officer. The findings show that militarybased tourism at Sattahip is more competitive in destination capability featuring natural, cultural, and created resources, but less competitive in tourism management capability concerning accessibility, transportation for tourism, and staffing shortage in tourism services. The article also discusses critical issues related to military-based tourism development, including leadership, nationalism, domestic tourist typology, and degree of sustainability. A military-based tourism development model is also proposed for future studies, and recommendations are also provided to address the challenges in domestic tourism at military bases.

Responsible Tourism Consumption in Thailand: eWOM’s Role

This paper examines the effects of electronic word-of-mouth (eWOM) on responsible tourism consumption behavior, based on the theory of planned behavior (TPB) and empirical investigation. A three-pronged approach (a cross validation technique involving a literature review, expert interviews, and an exploratory field study) was employed to obtain reliable and valid results. Structural equation modeling (SEM) was utilized to confirm the conceptual framework and hypotheses. Findings revealed a positive relationship between perceived behavioral control (PBC) and intention. Intention’s mediating role in responsible tourism consumption was also supported. eWOM’s positive, indirect effect on responsible tourism consumption emerged apart from the literature. The outcomes provide useful information for governments, the private sector, and civil society in planning and implementing sustainable consumption activities to achieve overall development for sustainable tourism. By proposing a conceptual framework based on TPB and utilizing the three-pronged approach, eWOM’s effects emerged as a valid extension of TPB. This study is among the first to be conducted in developing country and in the context of tourism in Thailand, where the primary focus is Sustainable Development Goal (SDG) #12: responsible consumption and production.