Vol. 4 No. 2 (2023): July-December

Foreword

Content-wise, scholars on this issue are interested in 1) Smart city development in Thailand; 2) Effects of the occurrence of aviation accidents; 3) Motivation and purchase/usage intention issues for customers in Cambodia (Thai facial skin care products), China (high education and wellness tourism in Thailand), and Thailand (hormonal contraception). The data analysis methods vary from qualitative content analysis to quantitative OLS regression, fxed-effect panel regression, factor analysis, cluster analysis, and PLS-SEM.

Natnicha Chotpittayanon of the College of Politics and Government, Suan Sunandha Rajabhat University, fnds the importance of smart government management and local leadership in a sustainable smart city, from a survey of 395 local government ofcials and 10 in-depth interviews. The author calls for digital infrastructure with smart city solutions.

Xiangyu Liang, Benjapon Prommawin, and Pithoon Thanabordeekij of Chiang Mai University examine the impact of aviation accidents and incidents on the number of passengers. A fxedeffect panel regression model is used to analyze a dataset of 169 countries from 1970 to 2020. Prompt and transparent communication, enhanced safety standards, compensation, and support are suggested to mitigate the negative impacts.

Heang Seavmey and Sunida Piriyapada of Panyapiwat Institute of Management tested the Extended Theory of Planned Behavior (ETPB) with 200 Cambodian customers for their purchase intention of Thailand’s facial skin care products. With “Smart-PLS 4.0”, they fnd a signifcant influence of attitude, subjective norms, perceived behavioral control, the perceived value of quality, perceived cultural values and beliefs, the perceived value of price, and E-word of mouth.

Nattanun Siricharoen of Huachiew Chalermprakiet applies Content Analysis to interviews with 15 doctoral students and 43 undergraduates from China. The author fnds Chinese students are drawn to Thai universities because of their educational standards, flexible teaching methods, facilitation to break down language barriers, and potential career opportunities.

Nareeya Weerakit and Gao Jing of Prince of Songkla University explore the push and pull motivations and preferences of young wellness tourists in Chengdu, China. The cluster analysis segments a sample of 445 respondents into two groups, and the factor analysis indicates four motivational factors as “social, cultural, and environmental wellness”, “personal well-being and ftness”, “service and facility-related wellness”, and “escape”.

Kunsalyn Srinamon, Natwara Mahawongsanan, Supanika Leurcharusmee, and Pithoon Thanabordeekij of Chiang Mai University study factors affecting the intention to use hormonal contraception of femaleundergraduate students. ApplyingOLSregression on data from a sample of 213 respondents,
they fnd a positive and signifcant influence of “attitude and self-regarding preference”, “subjective
norm”, and “perceived behavior control”.

Prof. Dr. Tang Zhimin
Editor-in-Chief