Browsing by Subject "Bangkok"
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ItemA comparative study of Grade 5 students' word stress competence under multisensory and listen and repeat teaching approaches in English as a foreign language class at a public school in Bangkok, ThailandThis study aimed to determine the level of word stress competence of Grade 5 English as a foreign language students taught through multisensory. To listen and repeat teaching approaches and determine whether there was a significant difference in the gain in word stress competence from the pre-test to the post-test among students taught in English as a foreign language class at a public school in Bangkok, Thailand. The research was a quasi-experimental study conducted on two groups. The experimental group (Class 5/2) used the multisensory teaching approach. The other group was the control group (Class 5/1), using the listen and repeat teaching approach in the 2019 academic year. The research instrument utilized was the pre-post test of word stress competence developed by the researcher. The scores were analyzed using standard deviations and an independent samples t-test (two-tailed). The study’s findings revealed a significant difference in the gain in word stress competence from the pre-test to the post-test between students in the experimental and control groups. Students taught through the multisensory approach achieved higher than those taught through listening and repeat.
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ItemBehavioral intention of Bangkokians to adopt mobile payment services by type of usersTechnology and Trend of mobile payment or cashless wallet have continuously grown and the potential to replace the traditional payment method is large. The purpose of this study is to understand the factors that impact customer behavioral intention to start using mobile payment service in the case of Thai people in Bangkok. Also, investigate the difference between 2 types of user as personal used user and business owner user toward the behavioral intention to adopt mobile payment services. A conceptual model in this study was developed based on element of innovation diffusion theory and technology acceptance. The questionnaire was provided and collected by 400 respondents by convenience, quota and the snow-ball sampling method. The methods used to analyze are linear regression and independent sample t-test. The findings show which factors have impact on customer behavioral intention to adopt mobile payment service.
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ItemA comparative study of Grades 7 and 8 students’ attitudes toward grammar-translation method and communicative language teaching in learning English as a foreign language at a private Catholic school In BangkokThis study aimed to investigate and determine whether there was a significant difference between Grades 7 and 8 students’ attitudes toward grammar-translation method (GTM) and communicative language teaching (CLT) in learning English as a foreign language at a private Catholic school in Bangkok. The study utilized a quantitative comparative research design. The Attitudes Toward Grammar-Translation Method and Communicative Language Teaching Questionnaire was adapted and used to collect the data from Grades 7 and 8 students in January, 2020. There were 152 Grade 7 and 173 Grade 8 students who responded to the questionnaire. The collected data was analyzed first through descriptive statistics (means and standard deviations) and then through inferential statistics (dependent and independent samples t-test). The findings of the current study revealed that overall, Grades 7 and 8 students had slightly positive attitudes toward GTM and positive attitudes toward CLT in learning EFL. The findings also indicated that there was a significant difference between Grades 7 and 8 students’ attitudes toward GTM and CLT. Furthermore, the findings showed that there was a significant difference between Grades 7 and 8 students’ attitudes toward GTM while there was no significant difference between their attitudes toward CLT in learning EFL. Recommendations for students’ support, teaching strategies, and future research are provided.
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ItemA comparative study of student academic achievement and satisfaction in grade 4 science under traditional instruction and cooperative learning instruction methods at Sarssas Witaed Bangbon School, ThailandThe National Education Act of B.E. 2542 (1999) as well as the Basic Education Core Curriculum of 2008 emphasize the importance of both the acquisition of the English language in present Thai society, as well as the development of 21st century skills for all Thai children. Furthermore, the Thai Ministry of Education supports and encourages cooperative learning as a way to create appealing, motivating, and meaningful learning. Unfortunately, this vision is often not shared by schools in Thailand, which prefer a more traditional instructional method. This comparative study aimed at measuring academic achievement as well as student satisfaction under two instructional methods - traditional instruction and cooperative learning instruction. The research was conducted in science grade four at Sarasas Witaed Bangbon School, Bangkok, Thailand. Science as a school subject is ideal for the implementation of cooperative learning. Indeed, science literacy develops critical thinking, analysis, and cooperative skills. A total of 122 students took part in this study over a period of six weeks during the second semester of the school year 2015. The research included six objectives. Objectives one and two were to determine student academic achievement under traditional instruction and cooperative learning instruction methods. Objectives three and four were to determine student satisfaction under traditional instruction and cooperative learning instruction methods. Finally, objectives five and six were to compare the results between the instructional methods in order to determine if an instructional method was more efficient and/or appealing. The findings of this study suggested that academic achievement of the cooperative learning group did not improve significantly. Student satisfaction was higher for the cooperative learning group than the traditional instruction group. Recommendations for school administrators and future researchers are provided.
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ItemA comparative-correlational study of years 4 to 6 and years 7 to 9 non-Thai students' motivation and orientation of motivation toward learning Thai at an international school in Bangkok, ThailandThe purpose of this study was to determine if there was a significant difference between Years 4 to 6 and Years 7 to 9 non-Thai students’ level of motivation toward learning Thai, and to determine if there was a significant association between Years 4 to 6 and Years 7 to 9 non-Thai students’ orientation of motivation toward learning Thai at an international school in Bangkok, Thailand. An adapted version of Gardner’s Attitude/Motivation Test Battery (AMTB) was used to collect data from 29 non-Thai students in Years 4 to 6 and 44 non-Thai students in Years 7 to 9 during the second semester of academic Years 2017 – 2018. Descriptive statistics – means, standard deviations, as well as a t-Test, and Pearson’s chisquared test were used to analyze the data. The findings indicated that both Years 4 to 6 and Years 7 to 9 non-Thai students at the target school had slightly low levels of motivation toward learning Thai and both Years 4 to 6 and Years 7 to 9 non-Thai students’ orientation of motivation was instrumental. Motivation for learning Thai between Years 4 to 6 and Years 7 to 9 non-Thai students was not significantly different, while Years 4 to 6 and Years 7 to 9 non-Thai students’ orientation of motivation was found to be significantly associated. Recommendations for school administrators, teachers, and future researchers are provided.
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ItemDestination Competitiveness Amazing Bangkok versus Lion City Singapore(Enlightening Tourism. A Pathmaking Journal, Vol 7, No 2 (2017), pp.154-178, 2017-12-01) Batra, AdarshAchieving a bigger share of international tourist arrivals has led to growing intense competition between destinations. A comparison of tourism competitiveness between two popular tourist destinations, Bangkok and Singapore could be of interest to tourism planners, practitioners and researchers. This study aims to investigate and compare the competitiveness of Bangkok and Singapore as tourist destinations by examining tourism standing, contemporary tourism marketing strategies and their available features and benefits for arriving tourists. The research methodology is a qualitative interpretative approach, employing structured interviews and participant observation. Content analysis and constant comparison are applied to analyze the data. The emerging findings look at issues and perspectives related to how national tourism organizations and marketers can effectively apply tourism marketing strategies to enhance destination competitiveness.
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ItemDetection of Orcinol-O-methyl transferase enzyme encoding gene in East Asian rose Rosa multiflora( 2014) Viyada Kunathigan3,5-dimethoxytoluene (DMT) is a key component of “tea scent” in Chinese rose (Rosa chinesis) and a hybrid of Chinese rose (Rosa X hybrida). DMT biosynthesis is catalysed by enzymes Orcinol O-methyltransferase (OOMT) 1 and 2 (Rosa chinesis and Rosa X hybrida) and OOMT like (Rosa chinesis Xing-xing-hei). The East Asian rose Rosa multiflora may also contain OOMT gene. The presence of OOMT gene in this rose could be a potential useful resource for Asian fragrance industry. This project aimed to detect the OOMT encoding gene in this rose variety. Rosa multiflora var. carnea and Rosa multiflora platyphylla were chosen as plant materials as they are abundant in South East Asian area. DNA extraction and primer design were achieved to amplify OOMT gene. The designed primers were expected to amplify all OOMT1, OOMT2, and OOMT like genes. With DNA templates and a pair of primers, PCR was conducted and showed the presence of OOMT gene in Rosa multiflora var. carnea (product size around 1200bp) but not in Rosa multiflora platyphylla. The 1200bp product size was close to the expected size of OOMT like gene’s PCR product (1211bp). A restriction enzyme digestion analysis was done and the results supported that the OOMT gene in Rosa multiflora var. carnea was OOMT like gene.
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ItemFactors affecting consideration to switching from condominium to townhome for high class market in Bangkok area during COVID-19 pandemic(Bangkok : Assumption University Press, 2021) Bavornvit Bangthamai ; Pongthon Duangoubpama ; Nuttawan Rukkachantarakul ; Rawin Vongurai ; Piya HirunwatHousing estates such as detached houses, townhouses and townhomes. have become more and more marketable lately, and the popularity of condominiums has declined from COVID-19 pandemic. The keys to success of both townhomes and condominiums in this situation are attracting new consumers and retaining the existing ones. The main purpose of this study is to inspect three categories of antecedents for condominiums consumers’ switching intention: push (i.e. satiation), pull (i.e. perceived value) and mooring (i.e. subjective environmental characteristics) factors using push–pull–mooring (PPM) model. Design/Methodology/Approach: High class townhomes has been selected as the research context. An online survey was proceeded to inspect the proposed research model and hypotheses. The data were collected from 478 respondents living and/or working in Bangkok, who have monthly family income at 150,000 Thai Baht and above by using convenience sampling and snowball sampling method. This study applied the Structural Equation Model (SEM) and Confirmatory Factor Analysis (CFA) to certify the goodness-of-fit of the model and hypothesis testing. Findings: The outcomes revealed that among the push factors satiation with amenity has the highest significant impact on subjective environmental characteristics, followed by satiation with decoration. While among pull factors hedonic value has the highest significant impact on subjective environmental characteristics, followed by perceived privacy and security. As well as subjective environmental characteristics has significantly impact on switching intention. Originality/Value: To contribute a comprehensive understanding of consumers’ switching intention, the researcher used PPM model to construct the research framework. This study enhances the understanding of consumer’s switching intention by locating the push and pull factors based on the differences elements between condominiums and townhomes in correspondence to subjective environmental characteristics.
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ItemFactors Influencing the Intention to Use Mobile Banking Services in Bangkok( 2015-08) Panjaporn Chansaenroj ; Rapeepat TechakittirojNowadays, Mobile Banking can help the customer to manage their account anytime and anywhere on their devices or mobile phone, the customer can simply log into the mobile banking service in each bank.This research aims to identify the factors which affect the consumer to use the mobile banking services which bank can use this information to improve their system and services efficiently. The finding shows that the perceived usefulness, perceived ease of use, the perceived cost and perceived risk were affected with the intention to use mobile banking.
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ItemAn investigation of the factors influencing consumers of different generation's behavioral intention towards franchised Japanese restaurants in Bangkok, ThailandThis research attempts to investigate the factors that impact consumer’s behavioral intention towards franchised Japanese restaurants in Bangkok as the number of franchised Japanese restaurants in Bangkok is decreasing which is different from the overall number of franchised Japanese restaurants in Thailand, and to examine the differences among three generational groups (Generation X, Generation Y and Generation Z). A conceptual model was developed based on previous studies that include quality of physical environment, service quality, food quality, customer perceived value and customer satisfaction to explain consumer’s behavioral intention. The questionnaire was distributed to 402 respondents by convenience, quota and judgment sampling methods. The statistical techniques used in this study are Multiple Linear Regression (MLR) and One-Way ANOVA. The findings reveal factors impacting behavioral intention towards franchised Japanese restaurants in Bangkok, and the differences among three generational groups. The outcomes of this study indicate that different generations have different perspectives towards franchised Japanese restaurants in Bangkok, and variables in the conceptual framework are linked. Hence, the franchised Japanese restaurants in Bangkok should focus on the variables mentioned in this study, integrate this study to consider their target customers by identifying them according to their generations, or serve different generations differently.
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ItemManagerial response to hotel guests' review in BangkokThe service industry is hard to measure due to its characteristics which are perishability, intangibility, inseparability and variability so the service industry like the tourism industry highly relies on the guests’ WOM. This research is aiming to help hotel managers in Bangkok investigate what makes a good response. Since the research is limited to the hotel industry in Bangkok. It is a remarkable way to conduct interviews with managers and tourists to gather data with a qualitative approach. The researcher conducted in-depth interviews with three managers and three tourists to collect data. Dueto Covid-19 pandemic regulation,numbers of interviewees are limited; also, some interviews were conducted online by Zoom and Microsoft team. The researcher analyzed data by the classic content analysis technique. The key findings of the research are: first, the speedy managerial response has a positive impact on guests’ opinion; next, response numbers have a positive effect on guests’ WOM; then the manager should concentrate on both positive and negative responses; finally, relevant managerial response affects guest’ points of view. Based on researcher’s findings, managers should be empathy when response to guests’ reviews. Putting them in the guests’ shoes will make it easier to understand what problem guests have faced.