Browsing by Author "Pimmada Wichasin"

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    Co-creating a sustainable regional brand from multiple sub-brands: The andaman tourism cluster of Thailand
    (MDPI AG, 2021) Siwarit Pongsakornrungsilp; Pimlapas Pongsakornrungsilp; Theeranuch Pusaksrikit; Pimmada Wichasin; Vikas Kumar; P. Pongsakornrungsilp; Department of Tourism and Hospitality Industry, School of Management, Walailak University, Nakhon Si Thammarat, 80160, Thailand; email: kpimlapa@wu.ac.th
    The purpose of this study was to explore how a regional brand can be co-created among different cities by employing the concept of place branding and brand culture. The Andaman Tourism Cluster of Thailand (ATC) generates the most tourism revenue in Thailand. Developing a regional brand identity can strengthen the competitive advantage of the ATC. Data were collected using multi-method research through questionnaires, projective techniques, and focus group inter-views. Quantitative data were analyzed using descriptive and inferential statistics, while qualitative data were analyzed using thematic analysis. This study also shows that multi-method research contributes to brand management by facilitating collaboration, participation, and brand congruence among stakeholders. Quantitative and qualitative data were synthesized in order to develop the brand identity of the ATC. Focus group interviews were also employed to co-create the regional brand identity as ÔIrresistible AndamanÕ, of which sustainable tourism management is a fundamen-tal aspect. This study demonstrates how multiple sub-brands with different stakeholders can be integrated into a single regional brand. Moreover, stakeholders should focus on internal branding by communicating with all stakeholders to co-create brand congruence. © 2021 by the authors. Licensee MDPI, Basel, Switzerland.
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    The Study of Homestay Management: Key Factors Affecting Homestay Service Expectations in Phra Nakhon Si Ayutthaya Province
    (Research and Development Institute Suan Dusit University, 2022) Jirat Chuanchom; Yutthapong Leelakitpaisarn; Pornpen Traiphong; Sarid Sriyothin; Pimmada Wichasin; Nongluck Popichit; Tananyaphat Srinathiyawasin; Chayapon Chomchaiya; J. Chuanchom; Faculty of Management Science, Suan Dusit University, Bangkok, 10300, Thailand; email: chiruchchiruch@hotmail.com
    The objective of this research was to study homestay management in correlation with service expectations for homestays and to study the potential of homestay management and the affects to service expectations for homestays. The researcher conducted a random survey of tourist who visited homestays in Phra Nakhon Si Ayutthaya Province. The quantitative approach using semi-structured questionnaires to collect data from the sample group that consisted of 400 Thai tourists agedbetween 20-60 years. The statistical tools used in the data analysis included percentage, mean and standard deviation and Cronbach's Alpha was used to assess the reliability of the questionnaire at .996. Multiple regression analysis was also used to test the correlation among the variables. The findings showed relationships with the potential of homestay management were correlated with the expectation of service of homestays in accommodating tourists at a high level of .671, and the potential of homestays management of entrepreneurs that affect their service expectations for homestay with a 0.05 level of significance level. As a result, the prediction was presented in the Equation: _ = .095 + (.345Fin) + (.072Pro) + (.269Cus) + (.811Learn) means the value of Finance, Customer and Learning & Growth when it increases by 1 unit Y (service expectations for homestay), it increases to .095 + (.345) + (.072) + (.269) + (.811) = 1.592. © 2022, Research and Development Institute Suan Dusit University. All rights reserved.
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    The Study of Homestay Management: Key Factors Affecting Homestay Service Expectations in Phra Nakhon Si Ayutthaya Province
    (Graphicsite, 2023-05-08) Jirat Chuanchom; Yutthapong Leelakitpaisarn; Pornpen Traiphong; Sarid Sriyothin; Pimmada Wichasin; Nongluck Popichit; Tananyaphat Srinathiyawasin; Chayapon Chomchaiya
    The objective of this research was to study homestay management in correlation with service expectations for homestays and to study the potential of homestay management and the affects to service expectations for homestays. The researcher conducted a random survey of tourist who visited homestays in Phra Nakhon Si Ayutthaya Province. The quantitative approach using semi-structured questionnaires to collect data from the sample group that consisted of 400 Thai tourists agedbetween 20-60 years. The statistical tools used in the data analysis included percentage, mean and standard deviation and Cronbach's Alpha was used to assess the reliability of the questionnaire at .996. Multiple regression analysis was also used to test the correlation among the variables. The findings showed relationships with the potential of homestay management were correlated with the expectation of service of homestays in accommodating tourists at a high level of .671, and the potential of homestays management of entrepreneurs that affect their service expectations for homestay with a 0.05 level of significance level. As a result, the prediction was presented in the Equation: ŷ = .095 + (.345Fin) + (.072Pro) + (.269Cus) + (.811Learn) means the value of Finance, Customer and Learning & Growth when it increases by 1 unit Y (service expectations for homestay), it increases to .095 + (.345) + (.072) + (.269) + (.811) = 1.592.