University of the Thai Chamber of Commerce Journal Humanities and Social Sciences

Considering The Patentability of Computer Software in Thailand: A Comparative Study with the United States, European Union, Japan and South Korea for AI Technology Development

Panida Pornpattta — Sun, 30 Mar 2025 00:00:00 +0700

The patentability of software or computer programs is an ongoing issue within legal and technical communities worldwide, especially with the rise of artificial intelligence (AI) and machine learning (ML) technologies. AI, which has rapidly become a leading area in global patent filings, impacts various fields, including speech recognition and natural language processing. The shift from physical to digital distribution has reshaped software use, making software patents an evolving area of law, with eligibility becoming more consistent across jurisdictions. This paper examines software patentability in Thailand by analyzing its legal framework and comparing it with practices in the United States, European Union, Japan and South Korea. In Thailand, computer programs are protected as literary works under the Copyright Act B.E. 2537 (1994), where they are defined as “instructions, sets of instructions, or other components used in conjunction with a computer to produce results.” In contrast, the Patents Act B.E. 2522 (1979) lacks a clear definition, referring only to “information systems for computer operation” in Section 9(3), leading to inconsistent interpretations and applications. The study addresses key questions, including how Thai laws might clarify the conditions under which software-related inventions are patentable, how the differences in legal definitions impact patent applications, and whether Thailand could benefit from adopting other countries’ practices. This paper suggests that Thailand should adopt clearer legal definitions distinguishing software-related inventions from literary works, as seen in other jurisdictions, and consider requiring technical contributions or inventive processes to promote innovation and better protect emerging technologies such as AI and ML.

The Effects of Transportation Infrastructure, International Trade, and Foreign Direct Investment on Economic Growth in the Lao People’s Democratic Republic

Sun, 30 Mar 2025 00:00:00 +0700

This paper examines the effects of transportation infrastructure, international trade, and foreign direct investment on the economic growth of the Lao People’s Democratic Republic. This study is quantitative research using secondary data at the provincial level (10 provinces) by considering the available panel data from 2013-2022. Panel regression analysis was utilized to find the impact of independent variables on economic growth. The results highlight significant relationships between various independent variables and economic growth. Transportation infrastructure has a positive impact on economic growth, indicating that improvements in transportation infrastructure are associated with higher economic output. Foreign direct investment also shows a strong positive effect on economic growth, suggesting that increased foreign investment contributes significantly to economic growth. Conversely, international trade negatively affects economic growth, implying that a higher level of international trade can hinder economic expansion. Therefore, the Lao government should limit unnecessary goods imports and expand more road network density to connect region to region and urban to rural areas.

Development of a Competitive Advantage Strategy Model for Small and Medium Enterprises in the Food Industry Sector of the Lower Central Region 2

Thanatmet Wacharapibulwong — Sun, 30 Mar 2025 00:00:00 +0700

This research aimed to: 1) identify the components of competitive advantage strategies, 2) develop a competitive advantage strategy model, and 3) evaluate the model for Small and Medium Enterprises (SMEs) in the food industry sector of the Lower Central Region 2. The sample consisted of 400 entrepreneurs, selected through multi-stage and simple random sampling. Statistical tools used in the research included percentages, means, standard deviations, and exploratory factor analysis.The findings revealed that: 1) there were 13 key components of competitive advantage strategies, including: Strategic Cost Management, Food Innovation and Differentiation Strategy, Pricing and Market Leadership Strategy, Integrated Distribution Channel Management, Holistic Marketing Promotion Strategy, Quick and Effective Customer Response Strategy, Niche Market Focus Strategy, Integrated Quality Management Strategy, Production Efficiency Strategies, Cost-Effective Food Innovation Strategies, Technology-Driven Efficiency and Branding Strategy, Strategic Human Resource Development, and Cutting-edge Food Innovation Strategies for Sustainability; 2) The competitive advantage strategy model was named "MIRO"; and 3) The overall evaluation of the model indicated it was highly appropriate and effective.

Seng Ho Bookstore: 100 Years of Family Business Continuity – A Grounded Theory Study

Apichaya Pipawakorn , Phitak Siriwong — Sun, 30 Mar 2025 00:00:00 +0700

Seng Ho Bookstore serves as a notable example of a family business that has thrived for over a century. This research aims to explore the factors contributing to its sustainability, using grounded theory methodology to gain a deep understanding of the succession processes in a family-run bookstore. The study has two primary objectives: first, to examine the succession strategies employed in this family business, and second, to develop a grounded theory of the succession process. To achieve these objectives, data were collected from two main groups of key informants: organizational representatives, business executives, successors, and other individuals involved in the operations of Seng Ho Bookstore. Data collection methods included in-depth interviews, observations, note-taking, and document analysis. The research findings reveal a seven-stage succession process, which begins with the pre-entry phase and culminates in the complete transfer of management to the next generation.These stages include introduction and familiarization, internship, active participation, management, and the transition of administrative responsibilities at both preliminary and final stages

Prospect Perception, Attitudes, and Participation Affecting the Decision to Visit the New Zoo in Pathum Thani

Yaopawa Pathomsirikul, Amornrat Sriwanut, Teeranoot Konkaew, Purim Liansiri — Sun, 30 Mar 2025 00:00:00 +0700

This research aimed to: (1) investigate prospective customers' perceptions, attitudes, and participation regarding the opening of the new zoo, and (2) analyze how these factors influence the decision to visit the zoo. The study employed quantitative research design, with a sample of 400 participants. A stratified and systematic sampling method was used to collect data, which were then analyzed using descriptive statistics and binary logistic regression to test the hypotheses. The findings reveal the following insights: (1) The majority of prospective customers are female, aged between 41 and 50, employed in civil service or state enterprises, hold bachelor's degrees, and have an average monthly income ranging from 10,001 to 30,000 Baht. Among the sample, 74.19% have a positive perception of the new zoo project. The respondents exhibit a balanced attitude, with strong support for the zoo's potential as a resource for wildlife conservation education. Furthermore, 87.98% of the respondents expressed an intention to visit the zoo upon its opening. (2) Public relations efforts significantly influence the decision to visit the zoo. Additionally, attitudes toward the zoo's educational value and behavioral intentions significantly impact the decision-making process. Participation, including expressing opinions and receiving benefits, also plays a key role in influencing the decision to visit, with statistical significance. These findings offer valuable insights for strategic planning and management models aimed at enhancing decision-making processes for prospective zoo visitors.

Factors in Market Orientation that Affect the Competitive Advantage of SME Businesses in the Central Northeastern Region

Chupong Pundang — Sun, 30 Mar 2025 00:00:00 +0700

The objective of this research was to develop and validate the causal operations of SME businesses in the Central Northeastern region and to study the factors influencing the competitive advantage that affect the operations of these businesses. The sample consisted of 400 respondents, selected using a multi-stage sampling technique. The instrument used for data collection was a questionnaire, and structural equation modeling was employed to analyze the causal relationships and identify the paths of influence among the variables, which included five components: (1) Customer Relationship Management, (2) Entrepreneurship, (3) Service Quality, (4) Market Orientation, and (5) Competitive Advantage. The results of the research showed that the causal relationship model was consistent with empirical data, as indicated by the following fit indices: Chi-square = 94.426, df = 115, p = 0.936, CMIN/DF = 0.997, GFI = 0.975, AGFI = 0.981, CFI = 1.000, RMSEA = 0.024, and SRMR = 0.012. The final predictive coefficient was 0.79. Hypothesis testing revealed that customer relationship management, entrepreneurial capability, service quality, and market orientation all had positive influences on the competitive advantage of SME businesses. Among these, entrepreneurship had the most direct influence, while service quality had the most indirect influence on creating competitive advantage through market orientation. These findings can serve as the basis for planning and developing key elements that affect the competitive advantage of SMEs.

The Analysis of the Determinants of Fertility in Thailand

Sasipen Bhuvapanich — Sun, 30 Mar 2025 00:00:00 +0700

Thailand’s total fertility rate has continuously declined over the past decades due to population policies aimed at reducing the population growth rate, along with social and economic developments that have shifted attitudes and individual behaviors toward childbearing. Below-replacement fertility levels and an increase in the median age of the population have led to changes in the country’s population size and structure. This study aims to investigate the relationship between socioeconomic factor-namely female unemployment, male unemployment, and urbanization-and the fertility rate in Thailand. The study uses the Autoregressive Distributed Lag model on time series data covering the period from 1991 to 2022. The results show that female unemployment, male unemployment, and urbanization are factors that affect the fertility rate. Female unemployment has a positive effect on motherhood transitions because unemployment lowers the opportunity cost of childbearing, potentially increasing desired fertility. Among men, the unemployment–fertility relationship is mainly negative due to income effects. Urbanization is linked to a long-term fertility decline.

Production Structure and Labor Productivity in the Thai Agricultural Sector: An Input-Output Analysis

Mana Luksamee-Arunothai — Sun, 30 Mar 2025 00:00:00 +0700

This study uses data from Thailand’s input-output tables for the years 1995, 1998, 2000, 2005, 2010, and 2015, with the 2015 table representing the most recent version published by the Office of the National Economic and Social Development Council. The objective of this research is to investigate and analyze the production structure, as well as to compute labor productivity indicators across the crop cultivation, livestock, forestry, and fishery sectors. The results show that the production structure in the crop cultivation and forestry sectors exhibits a high proportion of value-added production. Specifically, in 2015, the ratio of intermediate inputs to value-added stood at 30.73%:69.27% for crop cultivation and 19.84%:80.16% for forestry. In contrast, the livestock sector displays a significantly higher proportion of intermediate input utilization (59.38%:40.62%), while the fishery sector shows a more balanced proportion of intermediate inputs to value-added (44.41%:55.59%). Furthermore, the inverse ratio of labor compensation to gross domestic output, used as a labor productivity indicator, indicates that labor productivity in Thailand's agricultural sector declined between 1995 and 2015, with an average annual decrease of 7.07%. This downward trend can be primarily attributed to the aging agricultural workforce, restrictions on expanding production on private land, limitations in employment that hinder productivity growth, and challenges such as the limited capacity for research and development and the slow adoption of technologies aimed at improving production standards and adding value to agricultural products.

Development of Infographic Media to Promote Tourism in the Three Southern Border Provinces

Satita Kaewlek, Chineephen Malisuwan — Sun, 30 Mar 2025 00:00:00 +0700

This research aims to: (1) collect knowledge for promoting tourism, (2) develop infographic media for tourism promotion, and (3) evaluate tourist satisfaction with the infographic media in the three southern border provinces: Pattani, Yala, and Narathiwat. The study employs a mixed-methods approach divided into two phases: (1) Qualitative Research, which involves gathering information from key informants and developing it into an infographic format, and (2) Quantitative Research, which focuses on evaluating the quality and effectiveness of the infographics in promoting tourism in the three southern border provinces. The sample group consisted of 400 tourists, and the research instruments included a semi-structured interview, a quality and appropriateness evaluation form, and a satisfaction evaluation form. The results show that the tourism knowledge gathered for the three provinces included information on local food, community products, and tourist attractions. The developed infographics featured concise content, pastel colors, informal typography, prominent symbols, and bold, large letters to highlight key points. The evaluation by five experts indicated high quality and appropriateness, with a mean score of 4.85 and a standard deviation of 4.22. Tourist satisfaction with the infographics also reached a high level, with a mean score of 4.60 and a standard deviation of 0.63.

Guidelines for Developing Secondary Cities into Tourist Attractions Worth Visiting for Senior Tourists with Spending Potential

Yongyut Kaewudom, monrat jaiuea — Sun, 30 Mar 2025 00:00:00 +0700

This research aims to study the tourist behavior of senior tourists in secondary cities, assess the potential of these cities as attractive destinations, evaluate word-of-mouth and the likelihood of repeat visits, and propose guidelines for developing secondary cities into attractive destinations for senior tourists with high spending potential. This study employs a mixed-methods approach. Quantitative data was collected from 400 high-spending Thai senior tourists through multi-stage sampling. Initially, a quota of 100 respondents was selected from each of four provinces across four regions, followed by purposive sampling. Data was gathered through a questionnaire and analyzed using descriptive statistics and stepwise multiple regression. For the qualitative part, data was collected from 12 stakeholders involved in promoting and developing secondary city tourism, using purposive sampling, small group discussions, and content analysis. The findings reveal that high-spending senior tourists typically travel twice a year during extended holidays, averaging three days per trip, primarily for leisure. They gather information mainly from social media, with children or relatives serving as the primary decision-makers. These tourists travel with family, plan their trips independently, use personal vehicles, prefer destinations outside their region, favor natural attractions, stay in hotels, and spend between 10,001 and 15,000 Baht per trip, with food and beverages being the main expenses. The potential evaluation of secondary cities indicates a high level of appeal, and these senior tourists demonstrate strong word-of-mouth promotion and a high intention to revisit. The factors that influence the word-of-mouth and revisit intentions of senior tourists include attractions, accommodations, activities, and amenities. The proposed development guidelines for transforming secondary cities into attractive tourist destinations for senior tourists are: 1) developing attractions, 2) upgrading accommodation standards, 3) designing tailored tourism activities, and 4) improving tourism amenities.