Journal of ASEAN PLUS Studies

The Key Factors for Local Development towards Sustainable Smart City and Quality of Life Enhancement

2023-09-22T11:55:05+07:00

The purpose of this research was 1) to examine the factors that influences local development for a sustainable quality of life in a sustainable smart city, 2) to investigate the effects of these factors and 3) to provide guidelines for enhancing local development. The research employed a combination of quantitative and qualitative approaches. Data was gathered from a sample group comprising local government officials who were involved in smart city development. The sampling methods utilized probability sampling with the total of 395 participants. The study involved in-depth interviews with key informants totaling 10 individuals. Data analysis was conducted using mean, standard deviation, Pearson's correlation coefficient, multiple regression analysis, and content analysis. The findings of the research were 1) Overall, the level of local development aimed at achieving a sustainable quality of life in a sustainable smart city was high. Smart government management was ranked as the most influential factor. 2) The local leadership had the most significant impact on the development of the region for a highly. Moreover, it demonstrated a positive correlation in the same direction, ranging from 0.727 to 0.851. The foundational structural factors of a smart city exhibited the highest level of interrelation, and 3) Guidelines for the development of a smart city should focus on establishing an environmental system to foster the development of digital infrastructure and the implementation of smart city solutions in all areas. Collaboration between the public and private sectors in utilizing technology and innovation to enhance the quality of life.

The Effects of the Occurrence of Aviation Accidents on Air Passengers

2023-11-23T09:29:31+07:00

This paper examines the impact of aviation accidents and incidents on the number of passengers carried by air transport. A fixed-effect panel regression model is used to analyze a dataset of 169 countries from 1970 to 2020. The study finds that aviation incidents positively and significantly affect passenger numbers. However, aviation accidents hurt the number of air passengers. In addition, fatalities in commercial and all flights hurt passenger numbers. These findings have important implications for policymakers and aviation industry professionals seeking to understand and mitigate the impact of aviation accidents and incidents on passengers, such as prompt and transparent communication, enhanced safety standards as well as offer compensation and support.

Testing an Extended Theory of Planned Behavior for Cambodian Customers’ Purchase Intention of Thailand’s Facial Skin Care Products

2023-11-08T16:31:32+07:00

This study aims to understand how consumers view Thai cosmetic companies by investigating the purchase intention behaviors of Cambodian customers toward Thailand’s facial skin care products using an Extended Theory of Planned Behavior (ETPB), which is important for marketers and practitioners alike in a time of globalization and greater cross-cultural connections. This study expands on the well-known Theory of Planned Behavior (TPB) by adopting an ETPB framework that includes new elements such as perceived value of quality, perceived cultural values and beliefs, and perceived value of pricing. By using Google surveys, 200 people were polled quantitatively. The acquired data were reviewed utilizing the advanced license application “Smart-PLS 4.0” to provide support for each construct model. PLS-SEM was also utilized to assess the hypothesized variables’ validity and reliability. The study found that the purchase intention of Thailand’s facial skin care products by Cambodian consumers was significantly influenced by attitude,
subjective norms, perceived behavioral control, perceived value of quality, perceived cultural values and beliefs, perceived value of price, and E-Word of Mouth. The study’s findings provide useful information for anyone working in Thailand’s facial skin care industry, both personally and professionally

Enhancing University Education Business: Motivations of Chinese Students Studying in Thailand

2023-08-23T14:25:03+07:00

This qualitative study investigates the motivations driving Chinese students to pursue higher education in Thailand, focusing on both undergraduates and doctoral students during the academic years 2021 and 2022. This research comprises 15 Chinese doctoral students enrolled at a public university in Bangkok and 43 Chinese undergraduates in bachelor’s programs at a private university.
Data collection occurred in two phases: the frst during the second semester of 2021, targeting undergraduates, and the second in the frst semester of 2022, focusing on doctoral students. Content Analysis was employed as the chosen methodology for data analysis, with the overarching aim of enhancing educational services for Chinese students in Thailand.

Chinese students are drawn to Thai universities for various compelling reasons. These institutions uphold rigorous educational standards and oﬀer ﬂexible teaching methods that accommodate in-person, onsite, and online learning preferences. Language barriers are adeptly addressed through Chinese translators, facilitating the seamless translation of academic content, while instructors
profciently switch between Thai and Chinese during lectures. An integrated approach encourages Chinese students to develop Thai language skills alongside their chosen felds of study, with some even engaging in teaching Chinese to Thai high school students, thus creating potential career opportunities in education. Doctoral programs oﬀer more intensive and complex instruction, including
in-depth examples and case studies. Graduate students express profound satisfaction with the quality of education and deeply value the unexpected insights gained during their studies. In summary, Chinese students are increasingly drawn to Thai universities due to their unwavering commitment to high educational standards, adaptable teaching methods, comprehensive language support, and the unique opportunities for language acquisition and teaching experience they oﬀer. This enriching academic environment not only benefts Chinese students but also contributes positively to Thailand’s educational landscape and internationalization eﬀorts.

Motivations and Segmentation of Young Wellness Tourists in Chengdu: A Case Study in the Post-COVID-19 Era

2023-11-08T16:27:05+07:00

This study explores the push and pull motivations and preferences of young wellness tourists in Chengdu, focusing on their travel motivations, satisfaction levels, and future intentions. The research collected data through a questionnaire survey, with a sample size of 445 respondents. Quantitative research methods, including factor analysis, cluster analysis, and t-test were employed to analyze the data. The fndings reveal that the motivations of young wellness tourists can be categorized into four key factors: “Social, Cultural,
and Environmental Wellness”, “Personal Well-being and Fitness”, “Service and Facility-Related Wellness”, and “Escape”. Cluster analysis identifed two distinct clusters within the sample. Signifcant diﬀerences were observed between the two clusters in terms of overall satisfaction and future intentions. The results of this study provide valuable insights into the motivations and preferences of young wellness tourists in Chengdu.

Factors Affecting Intention to Use Hormonal Contraception of Female Undergraduate Students at XYZ University in Chiang Mai

2023-12-12T08:41:40+07:00

This research aims to study the inﬂuence of attitude and self-regarding preference, subjective norm, and perceived behavior control on the intention to use hormonal contraception among female undergraduate students in Chiang Mai province, Thailand. The sample population consists of 213 respondents, and the data was analyzed using regression analysis. The results of the study
show that 74.1% of female undergraduate students at XYZ University in Chiang Mai currently use contraception pills. The intention to use is measured with a fve-level Likert scale in fve aspects with the following results: belief in the benefts of using (M = 4.03, S.D. = 0.841), continuing to use (M = 4.01, S.D. = 0.924), plan to use (M = 4.98, S.D. = 0.939), intend to use (M = 3.94, S.D. = 0.904), and expect to use (M = 3.89, S.D. = 0.970). For the factors determining the intention to use, the results are consistent with previous studies and confrm the hypotheses that attitude and self-regarding preference, subjective norm, and perceived behavior control have positive and signifcant relationships with the intention to use hormonal contraception. The demographic variables, which include relationship status, the feld of study, income, and current usage, have no signifcant relationship to the intention to use hormonal contraception.