cometadata/datacite-titles-descriptions-related-identifiers huggingface dataset:
DOI: 10.14457/tu.the.2018.407
title: Impact of Instagram on female Thai millennials’ travel destination selection and motivation

description: The tourism industry is one of Thailand’s pre-eminent economic sectors in which innovation and technology have also had significant roles in the country’s tourism growth. Additionally, the rising trend of social media in Thailand, many organizations have integrated social media into their marketing strategies. In conjunction with other forms of social networking.However, Instagram has maintained a fast growth rate in recent years and gained popularity, especially among female Millennials. Moreover, Instagram has become a platform in which most people share their stories in everyday life and travel experiences.Hence, the purposes of this study were to understand Thai female Millennials’ Instagram usage behavior for travel decision-making, to study how Instagram has an impact on female Millennials’ travel motivation, and to determine female Millennial travelers’ segmentation on Instagram. The findings from this study would be beneficial for travel businesses, travel organizations and destinations to utilize effectively in attracting this potential group of travelers. In collecting data, the exploratory research was used in this research included secondary research from credible sources and in-depth interviews of six respondents. While, online questionnaires of 180 respondents were used in descriptive research. Due to the time limitation, a non-probability convenience sample was used for all in-depth interviews and online surveys. Target respondents were 18-38 year-old Thai female Millennials, living in Bangkok Metropolitan Region, and using Instagram while traveling during the past six months. The Statistical Package for the Social Sciences (SPSS) program was used to interpret and analyze the data from the survey.According to the research results, the respondents were segmented into two groups based on lifestyle: 1) High-end Adventurer and 2) Nature and Culture Lover. Both groups are potential travelers. The first group has significantly more opportunity in their decision-making of traveling to destinations after seeing the content from Instagram, while the second group has the highest number of respondents and highest travel frequency per year. Moreover, the contents provided on different Instagram features significantly have an influence on travel decision-making. The research also found that the respondents expressively made a travel decision after seeing pictures or videos from Location Search and IGTV. In addition, Instagram can provide respondents with a travel motivation from different aspects; for example, Instagram makes the travelers want to find more new experiences, as well as makes travelers want to escape from a mundane perceived environment.
DOI: 10.14457/tu.the.2018.408
title: How online food photos on Instagram influence Thai customers’ attitude and perception towards offline Thai restaurants

description: The restaurant in Thailand is highly competitive due to low barrier to entry and huge opportunity from increase trend of eating out. In the digitalization era, social media play important role in the customer’s journey so most of businesses in Thailand including restaurant industry are using these channels to market their products and services. Instagram is the social media application made for sharing photos and videos from a smartphone. Consequently, A lot of businesses including restaurant industry in Thailand use this application for marketing and revenue purposes. Therefore, the purpose of this individual study is to investigate compositional elements of good Thai food photos to help the restaurant owners choose the proper photos that match the position of their restaurant and can attract the customers to visit their restaurants. Both qualitative and quantitative methods were used in this research. The research was conducted by using Exploratory Research and Causal Research Design as field experiment. The questionnaire was conducted using a (2x2x2) experimental format, a total of eight treatments. 30 respondents were collected for each treatment totaling to 240 respondents. The data analysis for questionnaire were done with the Statistical Package for the Social Sciences (SPSS) to analyze means, frequency, regression and correlations between variables etc. The Results showed no relationship between customers’ demographic and price perception. But age and education level impact intention to visit the restaurants. In terms of customer behavior, only eat out frequency impacts both price perception and intention to visit the restaurant. In terms of compositional elements of food photo, the most important factor is type of container. It impacts “customers’ belief in quality of food”, “customers’ belief in healthiness of food” and “customers’ belief in good service”. Fancy container is better than plain for all beliefs and price perception. The second important factor is size of container. It affects “customers’ belief in healthiness of food”. Small container is better than big container for this belief and price perception. The least important factor is props in the photo. Although it does not impact customers’ beliefs, photo with food ingredients has more positive effects and is perceived slightly higher price that without food ingredients.
DOI: 10.14457/tu.the.2018.409
title: Thai therapeutic massage promoting health: the study of customer perceived value

description: This research aims to identify customer segmentation of the Thai Therapeutic massage services based on Demographic, and Behavior, to determine perception and attitude toward Thai Therapeutic Massage promoting health benefits and to identify the factors that customers are considering in the adoption of Thai Therapeutic Massage for health benefits. Application of the results of the study will lead to the development of more effective marketing strategies to meet the expectation of the target customers.The research utilized both exploratory and descriptive methods. The exploratory research consists of secondary research and in-depth interview from 2 service providers, and 8 current users. The information gained from exploratory research was used to develop a questionnaire in descriptive research phase. The descriptive research was completed with 183 respondents through personal contacts and snowball sampling technique through the Thai Therapeutic Massage Practitioners. The data were classified in to three groups: Light users, Moderate user and Heavy user. Each group has sufficient respondent to generalize the findings relating to customers’ expectations, perceptions, attitudes and considering factors in the adoption of Thai Therapeutic Massage. The results showed the different type of current users are associated with different perception, attitudes and influences towards the consumption of Thai therapeutic massage.
DOI: 10.14457/tu.the.2018.411
title: A study of consumers’ perception and key factors in decision-making toward electric cars in Bangkok Metropolitan Region

description: The automotive industry has had an important role in Thailand’s economy for many years. In 2017, this industry contributed nearly 12% of the country’s GDP with up to two million vehicles being produced (OICA, 2017), As a consequence, this has made the country be ranked as the number one largest automotive producer in Southeast Asia, fifth in Asia, and 12th in the world. In fact, the global automotive industry has been moving toward zero carbon transport by reducing pollutant emissions in the world. Therefore, the electric car revolution has become an attractive investment market in recent years. However, building a domestic market for electric cars is still a challenge and will likely take years to penetrate the Thai market due to a variety of obstacles. This study is a contemporary topic in applied marketing that focuses on the subject area of the technological issue of electric cars in Thailand.The purpose of this study aimed to understand the need for electric cars in the Thai consumers’ mind focusing on the potential customers based on individual characteristics, and the key driven factors that impact on purchasing electric cars. The study was conducted using exploratory research and descriptive research. The exploratory research consisted of secondary research and in-depth interviews of four respondents. The descriptive research was conducted using an online questionnaire with 160 respondents. All the target respondents were Thai people aged 25-49 years who lived in the Bangkok Metropolitan Region. The data acquired from the questionnaire results were analyzed using the Statistical Package for the Social Sciences (SPSS) in order to provide the result findings for each research objective. As a result of the study, the respondents were grouped into three segments based on attitude and lifestyle: 1) High-end Tech Savvy Consumers, 2) Eco-conscious Consumers, and 3) Independent Quality-oriented Consumers. Furthermore, the key important factors that significantly had an impact on the purchasing decision were the Reliability of the technology, Design, Lower tax on EVs, and Charging stations coverage in major cities. Therefore, the findings would be beneficial for businesses or related parties that are involved in the electric vehicle (EV) industry from the government, public or private charging infrastructure, and auto manufacturers. This would be in preparation for attracting early adopters of the brand new technology of EVs in Thailand.
DOI: 10.14457/tu.the.2018.413
title: A study to understand the factors that influence Thai first-jobbers to start saving for retirement

description: According to Thai law after a person reach the age of 63, that person is considered as retired person. Retirement age is the age that a person is expected to withdraw from a job and major source of income is not earn by working. There are many sources of income after retirement, which depend on the planning of the person. Therefore, in order to live comfortably and worry free after reach retirement age the financial planning after retirement is very important and better to plan ahead. This study has 3 major objectives in order to find appropriate methods to encourage Thai first-jobbers to start saving for retirement. Such objectives are 1) study product related to money saving for retirement and their marketing communication towards consumers, 2) explore Thai first-jobbers behavior and attitude towards saving for retirement and 3) suggest appropriate marketing strategies to attract Thai first-jobbers to start saving money for retirement.There are 2 in-depth interview session. First the preliminary in-depth interview will select professional in financial area and target audience with total number of 8 interviewees. After preliminary in-dept interview complete, final in-depth interview will be conducted to find the insight and perspective of Thais first-jobbers toward saving for retirement. The total number of final in-depth interview will be 25 people.According to the theory of planned behavior, a person behavior will shape up from 3 major key variables which are 1) personal factor or attitude, 2) social factor or subjective norm and 3) control factor or perceived behavioral control. The Finding show that Thai first-jobber has negative attitude toward saving for retirement. Moreover, the social factor around them are no support them as well.This research presents the insight of Thai first-jobbers towards saving for retirement and demonstrate recommendations to help turning the attitude of Thai first-jobbers towards saving for retirement.
DOI: 10.14457/tu.the.2018.414
title: The influence of online media on Thai consumers decision making process towards domestic hotels

description: The Tourism Authority of Thailand is encouraging Thai people to travel more within Thailand by creating many campaigns to promote domestic tourism, for example, Thai tiew Thai, Tiew Thai Tay, Amazing Thailand Go Local etc. These campaigns help increase the number of hotel bookings from Thai people. However, hotels have to use media effectively in order to reach and capture increasing demand from Thai consumers and gain share of voice over competitors. In addition, since Thailand is now the country with the highest time spent on internet per day in the world combined with the number of internet population at 43.87 million, this makes online advertising an inevitable thing for every advertiser in Thailand including the travel industry. The purpose of this study is to help the hotel owners in Thailand understand more about the Thai consumers decision making process towards domestic hotels. This research will identify the consumer motivation in planning a trip until they decide to book the right choice of hotels. The research will analyze and identify media and touchpoints that have influence on consumers at each stages of the consumer decision making process, from information search stage, evaluation of alternatives stage, purchase decision stage and post-purchase decision stage. This study was conducted using qualitative research followed by quantitative research. Exploratory research was initially conducted by secondary research from various credible sources following with in-depth interviews which was conducted to explore respondents’ point of views, experiences, motivations, feelings and perspectives. In addition, the survey (quantitative research) was conducted in order to gain more detailed and predictable data. The data from quantitative research will then be processed through Microsoft Excel and SPSS in order to be organized and analyzed with statistical methods to find meaningful insights for the study.The results from the study highlight the influence of online travel agencies websites, search engine and popular online travel influencers in Thailand. The study also segments customers by psychographic factors using statistical methods including factor analysis and cluster analysis. The result provides three group of travelers which are Rich & Curious Travelers, Hip Budgeted Travelers and Pleasure-seeking Travelers. The differences between these three customer segments are also shown in many aspects from influential media to influential factors in evaluating hotels. The study also provides implications and recommendations for those hotel owners operated in Thailand in using the insight from this study to improve their business especially media and communication planning.
DOI: 10.14457/tu.the.2018.415
title: A study of the attitudes and behavior of Thailand’s aging population toward QR code payment

description: Nowadays, QR code payments are growing exponentially in use, as they are a convenient way to purchase goods and services without tangible money. In addition, numerous sellers and brands, both major and minor, are now offering QR code payment as an option in their stores. However, Thai senior citizens, who are going to make up a large percentage of the population in Thailand in the coming years, have had a hard time adapting to this new technology. Therefore, this research aims to study the attitude of Thai senior citizens towards QR code payments, the key driving factors and barriers of Thai senior citizens when using QR code payments, and the behavior of Thai senior citizens towards QR code payments. In order to fulfill this research purpose and objective, secondary and primary data were used. Secondary data were collected through several related websites, articles, journals, news, and books. For primary data, conducting in-depth interviews served as the main method for collecting information. Sampling methods were judgement and snowball.Collected results have revealed that users and non-users have various attitudes and behaviors towards QR code payments. All of the users sampled had a clear positive attitude towards them and also perceived the usefulness of them. They always use a QR code payment for purchasing goods and services with a low price range. They think that it can replace cash but not credit cards because they use them for different objectives. However, QR code payments are currently not the top of mind payment method for them. In contrast, non-users have either a positive or negative attitude. Moreover, some non-users do not perceive QR code payments as useful tools. Apart from that, technological anxiety and perceived risk should be considered as barriers for using QR code payments. Last but not least, in order to capture the interest of a greater number of Thai senior citizens, service providers must communicate clearly the tangible benefits of using QR code payments. The trustworthiness and reliability of QR code payments must also be built as quickly as possible in order to obtain a more positive attitude and increased faith towards them. Moreover, education on how to use QR code payments should be provided for decreasing their perceived risk. In the early stage of adoption, Thai senior citizens who are young at heart and also have a low level of technological anxiety could be the first target segment for any potential marketing campaign.
DOI: 10.14457/tu.the.2018.416
title: The study of upper-income tourists' behavior towards international travel

description: This project is a contemporary topic in applied marketing focusing on international business in Thailand. It aims to understand Thai upper-income individuals’ behavior when they seek out international travel and what factors influence them in the decision-making process.Based on changes in travel trends, Thai tourists have changed from traveling within Thailand to traveling abroad. This trend is growing year by year; the number of tourists traveling abroad increased from 5.4 million in 2011 to 8.2 million in 2016, and this number is forecast to increase to 10 million in 2018. This increase represents an opportunity for the travel industry to capture rather than focusing only on inbound tourism.Thai tourists are choosing international travel as income per capita increases, consumer habits change, travel becomes more affordable, visa requirements are relaxed, and technology continues to advance. However, the free independent traveler (FIT) is an emerging trend that challenges traditional travel agents. Disruptive technology is the key to the emergence of FITs. Thai tourists prefer to manage their trips online by themselves, and the demand for package tours has decreased. This study focused on 3 major objectives as follows:1. to determine the characteristics of upper-income tourists; 2. to identify the influence factors on decision-making between independent tourists and package tour tourists when choosing international travel; and3. to identify the communication channels that impact upper-income tourists when they are choosing international travel.The results showed that upper-income tourists are international frequent flyers and self-confident in decision-making when they travel abroad. This study considers two types of consumers: package tour tourists and independent tourists. The most important factor that both groups consider in choosing a package tour is an interesting travel attraction. They bought a package tour because of convenience, saving time on travel planning, and safety, respectively. They often traveled with their families when they bought a package tour. The difference between these two groups was the source of information and channel to buy a package tour. The package tour tourist mostly got updated information and promotion from Google, while independent tourists got information from Facebook. The major channel for package tour tourists to buy a package was Facebook, while LINE@ was a major channel for independent tourists. The results also showed that package tour tourists intend to buy a package tour in the future, but some independent tourists also intend to buy them.This study helps marketing managers understand more about the needs and behavior of upper-income tourists to manage the marketing strategies to match consumers' need, promote the brand and provide promotion in the effective channels.
DOI: 10.14457/tu.the.2018.417
title: Elderly homelessness at Islamabad in Pakistan an anthropological study

description: “Homeless Elderly in Islamabad Pakistan” aimed to investigate the causes of homelessness. Additionally, the study tried to explore the problems facing by elderly people after starting to live on the streets. The study investigates living pattern, social, physical, phycological and environmental problems they are facing. Purposive and snowball sampling were used as sampling technique. Twenty-four homeless elderly were part of this study. The interviews were taken till the data was saturated. Causes of homelessness were financial mismanagement, poverty, understanding issue, domestic violence, cultural issues, combine family system, no savings, lake of political interest and physical and emotional abuse. Living problems on streets includes financial insecurity, Social and health problem, security issues, harassment issue, stealing and robbing matters, Food insecurity, as well as sexual abuse. Majority of homeless elderly had the financial difficulties. Some of them had understanding and social problems. Few of them had still contact with their family’s rest of them do not have any contact with their family. Majority of homeless elderly were Muslims and few of them non-Muslim. The data was analyzed with the help of grounded theory to come up with some ground realities about elderly homelessness in locale and its causes and effects.
DOI: 10.14457/tu.the.2018.418
title: ผลของโปรแกรมการดูแลระยะท้ายของชีวิตที่สงบต่อการรับรู้การตายสงบในผู้ป่วยมะเร็งระยะท้ายที่ได้รับยาเคมีบำบัด

description: การวิจัยนี้เป็นการวิจัยกึ่งทดลองแบบสองกลุ่มวัดซ้ำ 2 ครั้ง คือ หลังการทดลองทันที และหลังการทดลอง 1 เดือน มีวัตถุประสงค์เพื่อศึกษาผลของโปรแกรมการดูแลระยะท้ายของชีวิตที่สงบต่อการรับรู้การตายสงบ กลุ่มตัวอย่างเป็น ผู้ป่วยมะเร็งระยะท้ายที่ได้รับยาเคมีบำบัดในหอผู้ป่วยอายุรกรรมมะเร็งก้อนทูม โรงพยาบาลจุฬาลงกรณ์ สภากาชาดไทย ระหว่างเดือน กรกฎาคม พ.ศ. 2561 ถึง เดือน มกราคม พ.ศ. 2562 จำนวน 60 ราย แบ่งเป็นกลุ่มควบคุม 30 ราย และกลุ่มทดลอง 30 ราย คัดเลือกกลุ่มตัวอย่างแบบเฉพาะเจาะจงตามเกณฑ์ที่กำหนด กลุ่มควบคุมได้รับการดูแลตามปกติ กลุ่มทดลองจะได้รับโปรแกรมการดูแลระยะท้ายของชีวิตที่สงบ ซึ่งสร้างขึ้นตามทฤษฎีระยะท้ายของชีวิตที่สงบร่วมกับหลักฐานเชิงประจักษ์ในการดูแล โปรแกรมมีระยะเวลา 4 สัปดาห์ กิจกรรมที่สำคัญประกอบด้วย การสร้างสัมพันธภาพ การประเมินและการจัดการอาการ การพูดคุยสื่อสารเพื่อลดความวิตกกังวล การดูแลตอบสนองตามความเชื่อและความศรัทธา การจัดการสิ่งที่ค้างคาในใจ และสนับสนุนให้เลือกสถานที่สำหรับช่วงสุดท้ายของชีวิตและให้ญาติเข้ามามีส่วนร่วมในทุกกิจกรรมเครื่องมือที่ใช้ในการคัดกรองได้แก่ แบบประเมิน Palliative Performance Scale (PPS) เครื่องมือที่ใช้ในการทดลองประกอบด้วย 1) โปรแกรมการดูแลระยะท้ายของชีวิตที่สงบ และ 2) คู่มือการดูแลแบบประคับประคองในผู้ป่วยมะเร็งที่ได้รับยาเคมีบำบัด ส่วนเครื่องมือที่ใช้ในการเก็บรวบรวมข้อมูล ประกอบด้วย 1) แบบสอบถามข้อมูลทั่วไป 2) แบบประเมินเพื่อติดตามอาการต่าง ๆ ในระยะท้าย (Edmonton Symptom Assessment System: ESAS) และ 3) แบบประเมินการรับรู้การตายสงบ วิเคราะห์ข้อมูลโดยใช้สถิติเชิงพรรณนา สถิติไคสแควร์ และสถิติวิเคราะห์ความแปรปรวนแบบวัดซ้ำ ผลการวิเคราะห์ข้อมูลพบว่า กลุ่มทดลองมีคะแนนเฉลี่ยการรับรู้การตายสงบภายหลังการทดลอง และหลังการทดลอง 1 เดือน สูงกว่าก่อนการทดลอง อย่างมีนัยสำคัญทางสถิติ (p .05) ผลการเปรียบเทียบระหว่างกลุ่มพบว่า กลุ่มทดลองมีคะแนนเฉลี่ยการรับรู้การตายสงบภายหลังการทดลอง และในระยะติดตามผล 1 เดือน สูงกว่ากลุ่มควบคุมอย่างมีนัยสำคัญทางสถิติ (p
DOI: 10.6073/pasta/9a407867e453a0ebbecb35aee25f1633
title: PIE LTER, marsh surface marker horizon measurements at each Surface Elevation Table (SET) site, Rowley, MA.

description: Marker horizon depth measurements at each Surface Elevation Table (SET) site. Marker horizons are commonly used in conjunction with the SET. Marker horizons measure vertical accretion which predominantly incorporates surface processes.