Journal of Management Sciences, Songkhla Rajabhat University

Factors Affecting the Selection of Accommodation Services in Mueang District, Songkhla Province

Chutikran Nutsamai — 2024-12-31

The purpose of this research was to study the behavior of tourists who influence the decision to choose accommodation in Songkhla Province and to study the combination of marketing that affects the decision to choose accommodation services in Songkhla Province by using a questionnaire as a tool to collect data from Thai tourists who come to use accommodation services. The results of the study are as follows: The results of the study are as follows: Thai tourists who come to use the accommodation service. In Mueang District, Songkhla Province, the level of expectation for choosing accommodation services in Mueang District, Songkhla Province is very high at an average of 3.80 and the S.D. value is 3.80 with a statistically significant implication at the level of 0.10. Thai tourists who come to use the accommodation service. In Mueang District, Songkhla Province, with different genders and incomes. There is a level of expectation of Thai tourists who come to use the accommodation service in Mueang District, Songkhla Province. However, considering the different ages, statuses, education levels, and occupations, there are expectations of Thai tourists who come to use the accommodation services in Mueang District, Songkhla Province

Behavior and Satisfaction of Tourists Visiting Songkhal Old Town

Kanyarat Khanan — 2024-12-31

This research aims to study the behavior and satisfaction of tourists visiting the old town area of Songkhla Province. A questionnaire was used as a tool to collect data from a group of 115 tourists who visited the old town area of Songkhla, utilizing a random sampling technique. The statistics used for data analysis include percentages, means, and standard deviations. The data collection period was from January to March 2024, theories were used to analyze the research results. The theories employed include demographic theory, tourist satisfaction theory, and tourist behavior theory.

The research findings reveal that 1) the behavior of tourists visiting the old town area of Songkhla province shows that most tourists learn about attractions through the internet. First-time visitors primarily aim to take photographs and tend to travel by private car. This trip is often made with friends, with a budget of less than 5,000 baht, and travel typically occurs from Monday to Friday. 2) The satisfaction of tourists in the old town area of Songkhla province is influenced by five key factors related to tourism in the area, which overall are rated at a very high level. These factors include attractions, accessibility to tourist sites, service quality, tourism activities, and facilities.

Impact of Digital Accounting on Cost Reduction of Small and Medium Enterprises (SMEs) in Muang, Songkhla

Patumporn Hiransalee — 2024-12-31

The purpose of this research was to study the impact of digital accounting on cost reduction of Small and Medium Enterprises (SMEs) in Muang, Songkhla. The research model was quantitative research. The sample group was 454 small and medium enterprises in Muang District, Songkhla. The instrument used for data collection was a questionnaire. Statistics used for data analysis were percentage, mean, standard deviation. Correlation Analysis and Simple Regression Analysis were used for hypothesis testing. The research results show that digital accounting has a positive effect on cost reduction. with statistical significance at the 0.05 level. Therefore, organizations should focus on adopting digital accounting to reduce operating costs. It also increases the efficiency of working further.