Journal of Management Sciences, Songkhla Rajabhat University

Editorial

2026-06-29T13:49:20+07:00

Guidelines for Promoting Tourists’ Use of Social Media to Support Travel in Songkhla Province

2025-10-14T00:39:12+07:00

This study aimed (1) to examine how social media exposure influences tourists’ decisions to use social media, and (2) to investigate tourist behaviors that affect the use of social media for tourism activities. The sample consisted of 400 tourists traveling in Songkhla Province, selected through convenience sampling. A questionnaire was employed as the research instrument, and the data were analyzed using descriptive statistics, inferential statistics, and multiple regression analysis to assess the influence and relationships among the variables.

The results indicated that the regression model was statistically significant (F = 122.428, p < 0.05), with the two independent variables explaining 38.1% of the variance in tourists’ decisions to use social media for tourism (R² = 0.381). Tourist social media usage behavior exerted the strongest positive influence (β = 0.384, p < 0.05), followed by social media exposure, which also demonstrated a positive influence (β = 0.275, p < 0.05). Based on the findings, five strategic guidelines were proposed to promote the use of social media in supporting tourism in Songkhla Province: (1) developing emotionally engaging and inspirational content, (2) encouraging user-generated content (UGC) and online reviews, (3) implementing influencer-based marketing, (4) enhancing accessibility to tourism information on popular platforms, and (5) supporting local tourism entrepreneurs in adopting systematic social media practices.

Management Model for Promoting Tourism at Samila Beach, Songkhla Province

2025-11-17T11:43:58+07:00

The objectives of this research are as follows: (1) to study the travel behavior of tourists visiting Samila Beach, Songkhla Province; (2) to examine the travel factors that influence travel motivation at Samila Beach, Songkhla Province; and (3) to propose a tourism management model that promotes travel at Samila Beach, Songkhla Province. The research employed a quantitative approach, collecting data through questionnaires from tourists visiting Samila Beach. The quantitative research method used questionnaires as the research instrument, targeting a sample of 400 tourists at Samila Beach, Songkhla Province, selected through convenience sampling via Google Form based on the Taro Yamane formula. The study examined travel factors influencing travel motivation at Samila Beach, Songkhla Province. The collected data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, while multiple regression analysis was used as inferential statistics. Relevant stakeholders include government agencies in Songkhla Province, local administrative organizations, communities, and tourism operators in the area.

The research findings indicated that most tourists traveled on day trips and preferred to travel with family or friends. The main motivating factors for travel included pull factors, such as the beauty of the beach and recreational tourism activities, and push factors, such as the desire to relax and seek new experiences. Qualitative analysis revealed that current tourism management lacks systematic integration in terms of infrastructure, environmental management, and activity creation to attract tourists. The hypothesis was established that travel factors of tourists are related and have different effects on travel motivation.

Motivation Influencing the Entrepreneurial Intention of Students in Mueang District, Songkhla Province

2025-10-14T00:57:19+07:00

This study aimed to: (1) examine the levels of entrepreneurial motivation and intention among undergraduate students in Mueang Songkhla District; (2) investigate motivations influencing entrepreneurial intentions; and (3) propose strategies for enhancing motivation to strengthen students’ entrepreneurial intent. The sample consisted of 406 undergraduate students selected through multistage sampling (stratification, cluster, and convenience). The research instrument was a questionnaire with a reliability coefficient of 0.948. Data were analyzed using descriptive statistics and multiple regression.

Results showed that both entrepreneurial motivation and intention were at high levels. For motivation, the need for achievement had the highest mean score, followed by the need for power and need for affiliation. Entrepreneurial intention was also high, with subjective norms showing the highest mean. Multiple regression analysis indicated that need for achievement (nAch) and need for power (nPow) significantly and positively influenced entrepreneurial intention (p < .001), whereas the need for affiliation (nAff) showed no significant effect (p = .146). The model explained 53.8% of the variance (Adjusted R² = .538), suggesting that internal motivations related to success and leadership play a more substantial role than social relationship factors. Proposed motivational promotion approaches include practical workshops on business planning, creating social networks for young entrepreneurs, developing entrepreneurial leadership programs, and establishing a business mentorship system.

The new knowledge integrates McClelland’s and Ajzen’s theories to explain new-generation entrepreneurial behavior in Southern Thailand. It confirms that internal motivations (achievement and power) play a significantly stronger role than the need for affiliation, confirming McClelland’s theory in this specific context.

The Influence of Logistics Management on Supply Chain Performance of Delivery Logistics Service Providers in SuphanBuri Province

2026-05-24T21:09:47+07:00

This study aimed to 1) examine logistics management and supply chain performance, and 2) investigate the influence of logistics management on the supply chain performance of delivery logistics service providers in Mueang District, Suphan Buri Province. A questionnaire was used as the research instrument, and data were collected from a sample of 385 respondents using simple random sampling. The data were analyzed using statistical software. The statistical techniques employed included percentage, mean, standard deviation, and multiple regression analysis. The results revealed that logistics management and supply chain performance of delivery logistics service providers were at a high level. Logistics management was found to have a statistically significant influence on supply chain performance, accounting for 82.4 percent of the variance. The findings indicate that responsiveness, capability, reliability, and the appropriate use of logistics technology are key factors in enhancing the supply chain performance of delivery logistics service providers. However, continuous development in cost control, increased flexibility, and the adoption of advanced technologies are essential strategies to strengthening competitiveness and ensuring the long-term sustainability of the delivery logistics businesses in the future.