Journal of Business Administration and Languages (JBAL)

Segment-Based Analysis of Thai Tourists’ Revisit Intentions to Japan: A Theory-Integrated Approach

2025-08-29T11:55:09+07:00

This study examines the psychological and cognitive drivers of Thai tourists’ revisit intentions to Japan using a segment-based approach. Integrating Satisfaction Theory, Expectancy–Value Theory, and Cognitive Dissonance Theory, we analyze survey data from 400 prior visitors with logistic regression, importance–performance analysis, and cluster segmentation. Prior satisfaction is the strongest predictor of revisit intention (odds ratio, OR = 3.5). Among perceived benefits, value for money and affordability perform well, whereas convenience—though highly valued—shows a performance gap, consistent with a dissonance-attenuation mechanism. Cluster analysis identifies three distinct profiles—Experience Seekers, Budget Travelers, and Convenience-Oriented tourists—with heterogeneous drivers of intention. The study advances tourism theory by unifying affective, cognitive, and post-evaluative constructs within a single empirical model and by demonstrating segment-level heterogeneity in these effects. Managerially, the results indicate that closing convenience frictions (e.g., seamless IC/QR payments, Thai-language wayfinding, integrated luggage transfer) should be prioritized for Convenience-Oriented travelers; value-bundled passes and transparent pricing are most effective for Budget Travelers; and curated seasonal and cultural offerings are salient for Experience Seekers. Overall, satisfaction remains the dominant lever, while targeted remedies for convenience gaps can prevent attenuation of otherwise positive revisit intentions.

Time Management Affecting Academic Achievement through Student Activities and Learning Outcomes at an International University in Thailand

2025-10-17T14:13:07+07:00

Although time management is widely recognized as a key factor in students’ success, few studies have examined its direct and indirect effects on academic achievement in international university settings. This study examined the direct and indirect influences of time management on students’ academic achievement through student activities and learning outcomes. Data were collected from 315 international university students in Thailand using a convenience sampling method. The statistics used for data analysis, according to the research objectives, included Frequency, Percentage, Correlation Analysis, Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM). The results showed that time management significantly affected student activities (β = 0.66, p < 0.001) and learning outcomes (β = 0.37, p < 0.001), but had no direct effect on academic achievement (β = 0.06, p > 0.05). Instead, time management exerted significant indirect effects on achievement through student activities (β = 0.58, p < 0.001) and learning outcomes (β = 0.70, p < 0.001). These findings fill a gap in understanding the mechanisms linking time management to student performance and suggest that universities should strengthen students’ time management skills and engagement in learning-related activities to indirectly enhance academic success.

The Influence of Talent Management on Work Engagement and Organizational Commitment “A Case Study of Japanese Organizations in Thailand”

2025-10-06T08:11:28+07:00

This study on talent management in Japanese organizations in Thailand aims to investigate the influences of talent management on work engagement and organizational commitment. A mixed-methods research design was employed, comprising an exploratory sequential approach by beginning with in-depth interviews with seven executives from three Japanese organizations, followed by a survey of 51 employees identified as Talent. Data were analyzed using descriptive statistics and PLS-SEM. The qualitative findings revealed that Japanese organizations manage talent through an integrated four-component system: holistic recruitment, training based on the 70:20:10 model, motivation through job crafting, and potential-focused compensation management. Work engagement emerged from perceived job significance, leadership roles, a “Reaching Out” culture, and a results-oriented orientation. The survey results indicated that talent management (x̄ = 3.70), work engagement (x̄ = 3.91), and organizational commitment (x̄ = 3.66) were at high levels. Structural equation modeling confirmed significant positive relationships with talent management directly influencing work engagement, the path coefficient is 0.673, and R2 is 45.30 percent; the organizational commitment path coefficient is 0.397, and R2 is 60.60 percent, as well as exerting indirect effects, with the path coefficient being 0.453 with a statistically significant p < 0.01. The study concludes that successful talent management lies in creating equilibrium between standardized systems and organizational culture, emphasizing job value creation over monetary competition.

Delving into the Morphosyntactic Choice of ELF Authors: A Case Study of Relative Clauses in Academic Writing

2025-09-15T08:10:01+07:00

The objective of this research study was to analyze the use of relative clauses with regard to types and characteristics in the academic writing, i.e. research manuscripts, of ELF writers. The data was collected from international academic conference proceedings with papers published over a three-year period. Based on the types proposed by McCarthythe results revealed, the ELF writers’ preference for defining clauses over non-defining relative clauses, with a significant usage frequency of the relativizer that. The characteristics of relative clauses used by ELF writers were analyzed according to the modified, ELF-based taxonomy. The analysis found the author’ preference for the presence of a relativizer, use of the relativizer that, relativized subjects as pronouns, center-embedded relative clause position, and active voice construction. This study surveyed the morphosyntax system of a sample of ELF writers through their academic writing and illustrates the flexibility and fluidity of ELF speakers’ language use.

Structural Patterns and Grammatical Complexity of Tourism Slogans

2025-12-05T12:39:47+07:00

Tourism slogans play an important role in promoting tourism businesses, yet research on their syntactic features remains scarce. To fill this gap, this study investigated the syntax of 465 hospitality and travel slogans from the website “database of advertising slogans”, adopting Huddleston and Pullum's framework of structural patterns and Biber et al.’s framework of grammatical complexity. The results revealed that the structural patterns of most slogans were single-unit. Noun phrases, especially with attributive adjectives, were the most frequent phrase type, whereas clauses were mainly declarative or imperative. Most clauses were canonical in form, although some used packaging constructions to create emphasis. Regarding grammatical complexity, the slogans showed a tendency towards a compressed and implicit style, with dependent phrases being more frequent than dependent clauses. Adjective phrases as noun premodifiers were the most prevalent among the former, while non-finite complement clauses were the most common among the latter. These findings indicate that tourism slogans favor brevity, positivity, and memorability, strategically employing simple but implicit grammatical resources to persuade and engage audiences. Extending grammatical complexity theory beyond academic discourse, this study provides empirically grounded insight into how grammatical structures are selectively employed in professional promotional discourse, reflecting authentic usage patterns in applied contexts and informing the design of ESP teaching materials, particularly those focusing on tourism-slogan syntax.

Factors Influencing Art Toy Purchases from POP MART Vending Machines: A UTAUT Perspective

2025-11-25T17:18:57+07:00

This research examines factors that influence the adoption of vending machines for the purchase of art toys by Thai consumers, using The Unified Theory of Acceptance and Use of Technology (UTAUT) framework. As automated retail is becoming more popular in Thailand, an understanding of consumer acceptance will be needed for successful implementation. In the present research, a survey was conducted among a sample of 480 Bangkok consumers who have had experience using vending machines, using convenience sampling conducted on-site at POP MART vending machine locations between June and July, 2025. The sample included participants aged 15 or older who had purchased an item from the vending machine, in the last six months prior to the survey. All UTAUT factors significantly influenced purchase intention: performance expectancy (β = 0.202, p < 0.001), facilitating conditions (β = 0.199, p < 0.001), effort expectancy (β = 0.167, p = 0.049), and social influence (β = 0.100, p < 0.001). Purchase intention strongly affected purchase behavior (β = 0.467, p < 0.001), Mediation analysis revealed that purchase intention fully mediated the relationships between performance expectancy, effort expectancy, and facilitating conditions and purchase behavior, while social influence showed no mediation effect. The findings demonstrate that all UTAUT factors significantly influence consumers' purchase intention, with performance expectancy and facilitating conditions being particularly influential. These factors subsequently impact actual purchase behavior through purchase intention, indicating that vending machines can be successfully adopted in emerging markets.

Development of Cost Reduction Models for Tourism Activities through Activity-Based Management: A Case Study of Hua Takhe Community, Lat Krabang District, Bangkok

2026-02-10T09:53:32+07:00

This research aimed to: 1) study the activity costs of tourism in Hua Takhe Community, Lat Krabang District, Bangkok; 2) evaluate tourists' willingness to pay for tourism activities in Hua Takhe Community, Lat Krabang District, Bangkok; 3) analyze approaches for reducing tourism activity costs in Hua Takhe Community, Lat Krabang District, Bangkok; and 4) identify opportunities for continuous improvement in tourism activities performance in Hua Takhe Community, Lat Krabang District, Bangkok. This mixed-methods research combined quantitative and qualitative approaches, involving 24 key informants and 385 sample participants. Research instruments included interview forms and questionnaires. Descriptive statistics were used to calculate frequency, percentage, mean, and standard deviation values, while Chi-square tests were employed to examine relationships between demographic characteristics and willingness to pay evaluations.

The research findings revealed that Hua Takhe Community employs “Social Pricing” approaches more than “Cost-based Pricing,” resulting in 44.40 percent of activities operating at a loss, entirely unprofitable, and particularly Thai dessert activities. Tourists' willingness to pay assessments showed gaps between purchasing power and actual costs. Cost reduction approaches include: restructuring prices through target market segmentation, reducing structural costs through the use of local alternative materials, and developing standardized management systems. Opportunities exist for improving financial management systems, cost structures, upgrading quality standards and service delivery, creating network cooperation, and implementing systematic monitoring and evaluation processes.

Factors Influencing the Intention to Purchase Electric Vehicles by Demographic Segments: A Multi-Group Structural Equation Modeling Approach

2026-02-10T10:04:59+07:00

This study aims to examine factors influencing electric vehicle (EV) purchase intention and to compare differences across demographic groups. Data were collected from 458 private EV users through a questionnaire and analyzed using structural equation modeling (SEM). The overall model showed acceptable approximation error (χ²/df = 2.282, RMSEA = 0.053), while incremental fit indices were below the commonly used 0.90 guideline (CFI = 0.859, TLI = 0.824). Perceived behavioral control had the strongest positive effect on purchase intention (β = 0.842, p < 0.001), followed by attitude (β = 0.186, p = 0.006) and perceived benefit (β = 0.093, p = 0.012). Subjective norm had a significant positive effect (β = 0.065, p = 0.023), whereas perceived risk had a significant negative effect (β = -0.108, p = 0.016). In the multi-group analyses, χ²/df and RMSEA remained acceptable (χ²/df = 1.710–1.877, RMSEA = 0.040–0.044), whereas CFI/TLI ranged from 0.787–0.821 and 0.734–0.776, respectively. The results reveal statistically significant differences in electric vehicle purchase intention across demographic groups, gender, age groups, and income levels. The suggest enhancing consumers’ readiness and practical ease of use, along with targeted marketing communications tailored to specific segments.