Research article

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Scale Development of Sustainable Tourism Development from The Perspective of Total Quality Management Xiangdong Kong and Sirinya Wiroonrath Pages 1 - 24   DOI 10.58837/CHULA.CBSJ.46.2.1  Download PDF  Article preview Cite Abstract Sustainable tourism development (STD) is an essential component of the circular economy and has garnered significant attention from governmental agencies and the academic community worldwide. However, existing research has mostly focused on the protective development of tourism resources, lacking breakthroughs in management methods, especially measurement indicators. This study adopts an innovative approach, integrating bibliometric analysis, interview, and questionnaire survey to construct a multidimensional item pool for the influence of total quality management (TQM) on STD, utilizing various methods including exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) to perform the validity verification of the TQM-STD scale. With the support of bibliometric analysis and expert knowledge, we construct a TQM-STD scale system consisting of five dimensions: full participation (FP), whole process management (WPM), comprehensive management (CM), overall perception (OP), and tourism benefits (TB), comprising 30 items. This system serves as an accurate and effective measurement tool. This research provides theoretical exploration for the effective identification of STD influencing factors and offers crucial insights for improving the management strategy of STD at the tourist attraction scale. This study represents an attempt to apply project management principles to the management of tourist attractions. The developed scale provides a practical measurement tool for sustainable development in tourist attractions, enriching concepts and methods in tourist attraction management and expanding the application of TQM.
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Navigating Spin-Off Decisions: The Role of Key Factors Support in Thai Universities Chanisa Maneerattanarungrot, Mullika Sungsanit, Apisara Wichean, Bongse Varavuddhi Muenyuddhi, Wiwat Nuansing, Lars Andersson and Ekburus Boonsoy Pages 25 - 43   DOI 10.58837/CHULA.CBSJ.46.2.2  Download PDF  Article preview Cite Abstract The study investigates academic spin-off ventures in Thai universities, with a particular focus on the perception of university intellectual property support, funding support, attitudes towards intellectual property knowledge, and the perceived influence of funding resources on spin-off decisions. A positive correlation exists between favorable intellectual property knowledge and spin-off engagement, suggesting the need for educational programs to enhance awareness. Perceived funding resources significantly impact spin-off decisions, emphasizing the importance of accessible financial support. Collaboration between universities and stakeholders is vital to providing diverse funding opportunities, including government grants and venture capital. While institutional support lacks statistical significance, personal beliefs heavily influence spin-off decisions. These insights are crucial for fostering a thriving spin-off ecosystem in Thai universities, with implications for economic and societal development. Recommendations include investing in faculty and researcher education on intellectual property and ensuring diverse funding sources are available to effectively support academic spin-off ventures.
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An Exploratory Study of the Effect of Entrepreneurial Marketing Orientation on Performance in the Context of Community Enterprises in Thailand Subchat Untachai, Phana Dullayaphut, Jiraporn Junla and Chanapha Bast Pages 44 - 61   DOI 10.58837/CHULA.CBSJ.46.2.3  Download PDF  Article preview Cite Abstract This study investigates the impact of entrepreneurial marketing orientation on the performance of community enterprises in Thailand. The purpose of this study is to examine the effect of entrepreneurial marketing orientation on the performance of community enterprises and determine the entrepreneurial marketing orientation among community enterprises in Thailand as a case study. To assess the performance of these community enterprises, including investigating the relationship between entrepreneurial marketing orientation and the performance of community enterprises and identifying the dimensions of entrepreneurial marketing orientation (EMO) that have the most significant impact on performance, data were collected from the micro-community enterprises (MCE) members with an initial list of 1,270 small and micro community enterprise (SMCEs) and were empirically compared to hypothetical data. Integration of market orientation (MO) in Narver and Slater’s model encourages practitioners to embed entrepreneurial orientation (EO) and MO development plans. Structural equation modeling is done in the entrepreneurial marketing (EM) model. The findings indicated that the overall EMO has direct causal influences on consumers, including competition, coordination, risk-taking, autonomy, innovation, and proactive components. Competing models offer alternative confirmatory factor analysis explanations.
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Crises Readiness and Response Strategies in Times of Disruptions in The Hotel Industry: A Strategic Resilience Framework Jordan M. Cabaguing, Albim Y. Cabatingan and Alexander Franco A. Delantar Pages 62 - 82   DOI 10.58837/CHULA.CBSJ.46.2.4  Download PDF  Article preview Cite Abstract Several unforeseen events have been happening recently that profoundly affected individuals and organizations, underscoring the critical importance of cultivating resilience within the hotel industry. As the industry is experiencing disruptions over time, it becomes imperative for hoteliers to adopt proactive measures that not only mitigate risks but also ensure a swift and effective response when a crisis strikes. Employing the convergent parallel mixed methods approach, the research identified the determinant factors influencing crisis readiness and reaction in the hotel industry during disruptions. Quantitative data were gathered from 141 hotel employees, while qualitative insights were derived from in-depth interviews with ten hotel managers. The key findings revealed that transformational leadership was crucial for crisis readiness, detailed crisis management plans, and improved communication networks from the top management to employees and other stakeholders. It was also observed that active marketing strategies and cost-cutting in financial management are better response strategies to disruptions. Government support was highly valued by hotels and exhibited a strong positive correlation with operations, marketing, human resource management, and financial management. Regression and path analysis demonstrated that marketing and government support are significantly associated with hotel crisis readiness. The framework developed from the study serves as a blueprint for future resilience as it guides policymakers to refine their existing support programs and formulate new initiatives tailored to the needs of the industry. The hotels may develop strategic plans that prioritize crisis readiness and response.
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From Excess to Efficiency: Managing Food Waste at Buffet Restaurant in Thailand Sukri Hayeebueraheng and Nuttavikhom Phanthuwongpakdee Pages 83 - 102   DOI 10.58837/CHULA.CBSJ.46.2.5  Download PDF  Article preview Cite Abstract The food waste situation in Thailand is exacerbating as food industries are major contributors to food waste, especially buffet restaurants, in which the goal of food waste reduction might harm the customer expectation about the services, and this study aims to examine the surplus food management to reduce food waste in a freestanding buffet restaurant chain, using the qualitative approach based on the Food and Agriculture Organization of the United Nations (FAO) Food Waste Management Model, especially prevention and optimization. The qualitative approach in this study was in-depth interviews with the managers and employees involved in food waste management. The study found that currently, the studied buffet restaurant chain has attempted to reduce food waste through various activities such as “Full of No Food Waste”, which gives rewards to customers who do not leave leftover scraps to incentivize them. In addition, major obstacles to food management were found to be a lack of knowledge on behalf of the employees and overestimation on behalf of the consumers. The guideline for surplus food management to reduce food waste in the buffet restaurant chain was found to be an increase in training and lecturing frequency for the employees to reduce and prevent waste with more tempo as well as building consciousness among the consumers to understand the problem and impact of food waste in the environment, and optimization such as designing dishes that optimally use the ingredients with focus on cost effective and diverse use of food. In the future, there might be technologies to collect food waste information in restaurants to analyze the root cause and seek waste management guidelines with better effectiveness.