Journal of Business Administration and Languages (JBAL)

Development of a Recreation Program Using Game Based Learning to Enhance Cognitive Abilities in the Elderly

2025-03-18T11:51:58+07:00

This research aims to study the current situation with respect to dementia in elderly people in Nakhon Nayok province and to develop a recreational program based on games to improve cognitive abilities in the elderly. Research also aims to evaluate the effectiveness of participation in this program in cognitive abilities. This study is classified as research and development. The sample group in Phase 1 consisted of 379 elderly individuals 60 years and older from Nakhon Nayok Province. In Phase 2, the sample consisted of 30 elderly people from Phra Achan Subdistrict, Nakhon Nayok Province, selected by a purposive sampling. Phase 3 involved 30 elderly individuals with mild cognitive impairment from the Nong Saeng Subdistrict, Nakhon Nayok Province, also selected by purposive sampling. The research instruments included a game-based recreational program designed to improve cognitive abilities in the elderly, along with three assessment tools for evaluating outcomes within the program. The quality of these instruments was evaluated by seven experts. Data analysis was performed using the percentage, mean, standard deviation and dependent samples t-test. The research findings were as follows: 1) The current situation on dementia in elderly people in Nakhon Nayok Province showed that 37.73% had cognitive impairment; 2) The game-based recreational program to improve cognitive abilities in the elderly people consisted of 8 weekly sessions, each lasting 3 hours. Each session included various activities using recreational games aimed at improving different cognitive functions, along with three assessment tools; and 3) The experimental results showed that after participating in the program, the target group scored significantly higher on brain function tests and demonstrated better knowledge and understanding of dementia prevention compared to before the program, with statistically significant differences at the .05 level. Overall, participants expressed high satisfaction with the program (x̄ = 4.93, SD = 0.06).

Factors Influencing Thai Tourists’ Travel Decisions to Japan: A Study on Marketing Strategies and Service Quality

2024-11-06T11:37:41+07:00

This study examines the factors influencing Thai tourists’ decisions to visit Japan, focusing on the distinct roles of “Marketing Quality” and “Service Quality” within the research framework. Using survey data from 400 respondents and regression analysis, the findings highlight the significant impact of digital marketing on travel intentions (β = 0.42, Adjusted R² = 0.55). Marketing Quality is conceptualized as a strategic pre-travel factor, encompassing digital engagement and cultural campaigns, while Service Quality emphasizes operational aspects such as responsiveness and cleanliness. The revised framework also incorporates “Unique Attractions” including cultural heritage and modern innovations, as critical pull factors shaping tourist satisfaction and travel intention. These insights underscore the importance of tailored marketing strategies, superior service standards, and the promotion of unique attractions to enhance satisfaction and strengthen Japan’s appeal to Thai travelers in a competitive global tourism market.

Marketing Strategies for Competition in the Thai Halal Restaurant Business

2025-01-17T23:41:08+07:00

This study explores the impact of marketing strategies and value creation on consumer attitudes and purchasing intentions toward halal food, with a specific focus on both Muslim and customers of other religions in Thailand and to assess the invariance of the causal relationship model regarding the factors influencing marketing strategies for competition in the Thai halal restaurant industry. In addition, this paper analyzes the influence of religious affiliation on attitudes and intentions. By exploring the interplay of religion, marketing approaches, and perceived value, the research provide actionable insights for halal restaurants to effectively broaden their market appeal and enhance competitiveness within a diverse and dynamic food industry. The research utilizes a structured questionnaire distributed to 400 halal food consumers in Thailand, with respondents from both Muslim and customers of other religions. The findings reveal that while Muslims exhibit a more favorable attitude toward halal food, the other religious backgrounds also show positive attitudes, with only slight differences in their perceptions. Furthermore, the results indicate that marketing strategies and value creation efforts, such as innovation and halal food R&D, play a significant role in shaping consumer attitudes and purchasing intentions, regardless of religious affiliation. This research demonstrates that halal restaurants can effectively attract customers of other religions by employing targeted marketing strategies, thus broadening their market reach. The study provides valuable insights for halal food businesses aiming to diversify their consumer base and enhance their competitiveness in the global food industry.

Measuring Supply Chain Efficiency in Elderly Care Businesses: A Second-Order Confirmatory Factor Analysis

2025-03-19T10:21:14+07:00

This research aims to analyze the goodness of fit of the measurement model's efficiency in the supply chain of elderly care businesses, using empirical data. This research is quantitative. The sample group used in the study was 400 elderly care business entrepreneurs selected by stratified random sampling. The research instrument was a questionnaire with a 5-point rating scale. The data were analyzed using second-order confirmatory factor analysis. The research results found that the efficiency of the supply chain of elderly care businesses consisted of 4 components: supply linkage flexibility, logistics cost, product/service quality, and delivery time. The measurement model was consistent with the empirical data: CMIN/df = 1.932, CFI = 0.983, GFI = 0.937, AGFI = 0.906, RMR =0.019, and RMSEA = 0.048. The research results of the measurement model of the efficiency of the supply chain of the elderly care business can use each factor to plan the organization's risk management to create resilience in providing services to the staff on time to meet the needs of the elderly and manage costs for the procurement of medicines and medical supplies sufficient for the elderly in both regular and unexpected events or crises.

Move Analysis of English Research Article Abstracts in the Scopus-indexed Journal

2025-01-21T14:52:05+07:00

An abstract is widely on-going attention as a typical request from several publishers. Then, having a well-written abstract would be advantageous in several ways, including saving the work of journal editors and researchers. However, research that has investigated the lexical bindles in each move based on English research article (RA) abstracts in different contexts, particularly providing the insight into the moves occurred in the Scopus-indexed journals, is lacking. This study, therefore, investigated i) the frequency of move occurrence in English research article abstracts and ii) the lexical bundles in each move. The corpus consisted of 48 RA abstracts in the Language Learning Journal indexed by Scopus (Quartile 1) which were published online. The findings revealed that all the five moves are conventional. Regarding the lexical bundles in each move, the same phrases which were used by different abstracts were analyzed further. Then the data obtained was used as a source to contribute pedagogical implications and enhance academic and career advancement.

Personal Social Capital on Social Well-being and Social Satisfaction Among Gen New: The Mediating Role of Social Media Self-Efficacy

2025-03-17T17:00:09+07:00

The objective of the study was to examine the relationship between personal social capital and social media self-efficacy on well-being and social satisfaction. The sample group in the study was a group of Gen New (12 to 39 years old) social media users in Thailand. It is quantitative research with a cross-sectional study using a data collection tool, a questionnaire, through 549 social media users answering questions via Google Forms. Data analysis uses statistics such as frequency, percentage, mean, and standard deviation. The relationship of variables is tested using Correlation analysis, the consistency of variables is tested with Confirmatory Factor Analysis (CFA), and the hypothesis is tested using Structural Equation Modeling (SEM). The study found that personal social capital is related to social media self-efficacy, social well-being and social satisfaction. Analysis of social media self-efficacy data as a transmission variable showed that personal social capital is connected to both social well-being and social satisfaction through self-efficacy on social media. These findings indicate that those with greater personal social capital and social media self-efficacy have higher levels of social well-being and social satisfaction.

The Antecedent Factors Affecting Medical Tourists’ Intention to Visit Thailand for Medical Tourism: A Focus on Myanmar Patients

2025-04-03T10:22:11+07:00

This study investigates factors affecting the behavioral intention for Myanmar patients on the choice of medical tourism destination. The objectives include examining the impact of perceived health risks, service quality, costs, social network influence, information availability, and travelling issues on the behavioral intention. A quantitative research approach was employed, where 386 Myanmar medical tourists were surveyed using convenience sampling. The data was analyzed using SPSS, and applying Bartlett’s Sphericity tests for checking reliability, validity, and correlation. The results indicate that social network influence, ease of travel, cost-effectiveness, and service quality are all positively affect medical tourism intentions, whereas health risks act as a deterrent. The findings provide valuable insights for healthcare providers and policymakers, emphasizing the need for transparent affordable pricing while maintain the service quality, and improved access to information to attract medical tourist from low-income countries. To strengthen Thailand’s medical tourism industry, the government and healthcare providers should offer incentives such as discounts or exclusive healthcare packages for these medical tourists. Additionally, building partnerships between hospitals, travel agencies, and digital platforms can improve the travel experiences. Knowledge-sharing sections among hospitals and medical practitioners can further improve the service quality, providing continuous improvement in patient care. These strategies can help position Thailand as a preferred medical tourism destination while supporting long-term growth of the industry. The study extends the application of behavioral intention theories in medical tourism and provides valuable data on Myanmar patients’ behavioral intention to decide medical tourism. Future research should further explore the role of digital healthcare innovations and should include a wide range of demographic scope to improve medical tourism strategies.

The Influence of Brand Image and Consumer Reviews on Trust and Confidence, Leading to Repurchase Intention Cosmeceuticals Products

2025-01-17T22:58:15+07:00

This research is a quantitative study aimed at examining the influence of brand image, consumer reviews, and trust on repeat purchase decisions for cosmeceutical products. An online questionnaire was used as a research tool to collect data from a sample group of 405 consumers who had previously purchased cosmeceutical products. The statistical methods used for data analysis included frequency, percentage, mean, standard deviation, skewness, and kurtosis, along with structural equation modeling (SEM) to analyze causal relationships. The findings revealed that 1) Brand image has a significant influence on trust, which leads to repeat purchase decisions. 2) Consumer reviews have a significant influence on trust, which also leads to repeat purchase decisions. 3) Trust plays a crucial role in influencing consumers' decisions to repurchase cosmeceutical products. To enhance brand image, businesses should focus on clear and targeted communication, utilizing branding strategies aligned with consumer values, such as corporate social responsibility (CSR) initiatives and sustainable marketing. Additionally, leveraging online consumer reviews as a credibility-building tool is essential. Brands should also professionally manage negative feedback and complaints, demonstrating attentiveness to consumer concerns.

Furthermore, transparency across all processes, from product information disclosure to after-sales services, is key to strengthening consumer trust and confidence. These strategies can increase the likelihood of repeat purchases and foster long-term relationships with customers.

The Study of Marketing Mix, Brand Image and e-WOM Affect Satisfaction, A Case Study of Cruelty-free Thai Cosmetics Brand in Bangkok

2025-03-17T15:16:24+07:00

The objective of this quantitative research was to study the impact of the Marketing Mix (product, price, place and promotion), brand image, and electronic word of mouth on satisfaction with Cruelty-free Thai cosmetics brands in Bangkok. The research utilized questionnaires as its primary data collection tool, gathering responses from individuals who had purchased Cruelty-free Thai cosmetics (406 respondents in Bangkok).

The results of the descriptive analysis indicated that a majority of the respondents were females aged between 25 to 29 years old. Their average monthly income fell within the range of 15,001 to 25,000 baht. The majority of participants had purchased makeup products, purchasing less than twice times a month. Moreover, their spending per purchase was less than or equal to 1,000 baht. The research findings demonstrated that the Marketing Mix (product, price, place and promotion), brand image, and electronic word of mouth had a significant influence on satisfaction significantly. According to the research findings, entrepreneurs should prioritize brand image, as it has the greatest influence on customer satisfaction.