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ItemAn exploration of the transition of a startup enterprise in the shared accommodation business(Assumption University Press, 2017)The study is a qualitative research using interview data to determine the characteristics of the startup enterprise in the shared accommodation business. The data was analyzed using inter-coding analysis for qualitative study. The startup reveals characteristics typical of the organizations the creativity phase of Greiner’s organization growth were systems needs to be organized and leadership and management need to set up the strategic direction for the company including better operational management systems. The management and employees aspire to survive this initial phase amidst steep market competition in the sharing accommodation. They need internal process development and set out with a shared future direction. The recommendations in this study is a response to its current situation transitioning to its desired future phase of development.
ItemAn importance performance-performance analysis of African students' perception on enrolling at Thai Universities(Assumption University Press, 2017)This study focuses on African students’ perception on enrolling at Thai Universities using the Importance-Performance Analysis (IPA), so the objectives are set to describe the African students’ perception of their university experience upon studying in Thailand and identifying the extent to which these perceptions can lead to what Thai universities services for them. The reason behind the need to study on perception on enrolling at Thai Universities is that these universities are no exception when it comes to marketing on international studies as such there has been an influx of students from all over the world who study at Thai universities, so in order to understand what makes international students leave their home countries to study in Thailand, that alone signifies the importance of Thai universities to international education, thereby bringing more reasons to understand the perceptions of enrolling students to these universities. The researcher distributed the questionnaire to five universities within the greater Bangkok metropolitan, including Salaya sub-district in Nakhon Pathom province and Pathum Thani province. The universities engaged in this study are Assumption university, Mahidol university, Rangsit university, Ramkhamhaeng university and Kasem Bundit university. Out of the 400 enrolling African students respondents from these five universities 207 respondents were male, representing 51.8%, while 193 respondents were females, representing 48.3%. Thus the majority of enrolling African students in Thai universities within Bangkok metropolitan and surrounding provinces are male. The IPA in this study is based on five elements which include: academic aspects, access, administrative support, programs issues, reputation and 30 attributes of the students’ perception of the five elements and 6 attributes on demographics. There in total five hypotheses tested using paired sample t-test and the results indicate that four out of five hypotheses have the significant difference at the level of p>0.05 except academic aspects.
ItemThe influence of personality on tourist behaviors: the study of motivations, satisfaction, and loyalty(Assumption University Press, 2017)This study aims to reveal the influence of tourist personality on key interrelated factors in the visitation process including tourist motivation, destination satisfaction, and destination loyalty, and to investigate the relationships among these factors. The sample population includes first-time American tourists who visited the three locations in Thailand. The study findings indicate that (1) Psychographic personality and Allocentric personality positively influence tourist motivation; (2) only the motivation of Psychographics and the motivation of Allocentrics influenced destination satisfaction; (3) only the destination satisfaction of Mid-Centrics and the destination satisfaction of Allocentrics influenced destination loyalty; and (4) Psychocentric personality negatively influenced and Allocentric personality positively influenced destination satisfaction. The results of this study help to bridge academic gaps in tourism as well as help to provide more insight for the DMOs that work to promote these three destinations to develop superior destination marketing plans.