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ItemA structural equation model of factors influencing Thai digital music piracy: a conceptual perspective(Assumption University Press, 2016)This study presents a conceptual framework, using structural equation modeling, of the variables that influence Thai digital music piracy. From both the 1997 and 2008 economic turmoil to the technological leaps from cassettes, to CDs, to the Internet and the related peer-to-peer (P2P) file sharing technologies, the Thai music industry has and continues to witness tumultuous times. More recently, broadband and Internet enabled smart phones have exacerbated the issues swirling around digital music piracy and the loss of revenue to both the music label houses and their artists. This study is therefore focused on the variables that contribute to factors influencing piracy. Music labels and artists need to understand the motives that cause users willingness to embrace illegal downloading and develop methods and markets to counter this act which is making business unsustainable.
ItemBridging the gap between tourism education, tourism industry and graduate employability: intricacies and emerging issues in Thailand(Assumption University Press, 2016)The university education system in ASEAN will be affected by the new market conditions. The path to success for Thai educational institutions is to engage the market with a frontal assault by anticipating market demands and preparing themselves to meet that demand. Hospitality and Tourism in an interdisciplinary field requiring different employability competency that has yet to gain attention by tourism and hospitality educators in the academia. If the travel and tourism industry in Thailand hopes to sustain itself, it will need personnel who are both willing and enthusiastic workforce. This requires educational institution to create curricula to equip tourism and hospitality graduates with necessary skills and to impart knowledge. Students aspiring to take up tourism as their careers must be well aware of the 'professional' commitments of the industry. The future of the tourism and hospitality industry will really demand creative ideas from the next generation. Employability questions are beginning to stress what new ideas the candidates can bring. This paper provides insight into certain overlooked perspectives, missing linkages and policy gaps between institutions imparting tourism education and the tourism industry leading to employable graduates.
ItemAn investigation of Chinese new HSK test takers' learning motivation in Thailand(Assumption University Press, 2016)This research aimed: (1) to identify the Chinese new HSK test takers' demographic factors including their gender, years of learning Chinese , studying school, family background and test levels; (2) to determine the levels of their learning motivation including the extrinsic motivation, intrinsic motivation, and self-efficacy for learning; (3) to compare the test takers' learning motivation according to their demographic factors; (4) to determine the effects of these demographic factors across extrinsic motivation, intrinsic motivation, and self-efficacy for learning. The sample included all Chinese new HSK test takes for levels 1-6 at Bangkok University Test Site in the year 2015. A total of 311 Thai students from the different schools of Thailand were selected using the convenience sampling technique. The research found that: (1) the majority of new HSK test takers were female students, from the public schools, with Thai-Chinese family background, learning Chinese for about 1-6 years, and having taken the Chinese new HSK tests for the beginner and intermediate levels (Levels 1-4); (2) the level of new HSK test takers' motivation for learning Chinese was moderate, their extrinsic motivation high, their intrinsic motivation and their self-efficacy for learning moderate; (3) the female students have higher learning motivation than the male students; students who learned for 1-6 years had higher learning motivation than those who learned for 7 years up; students from Thai-Chinese families had higher learning motivation than those from pure Thai families; students at the beginner level had higher learning motivation than those at the intermediate and advanced levels; (4) the effects of gender, years of learning Chinese, school type and family background and test level existed across the combination of three scales of motivation. Students' gender, years of learning, family background, and test level had effects on their extrinsic motivation; gender, school type, family background and test level had effects on their intrinsic motivation; gender, school type, family background and test level had effects on their intrinsic motivation; and gender, years of learning, school type, family background and test level had effects on their self-efficacy for learning at .05 level of significance.