Akawut Jansom

Despite negative consequences from the COVID-19 pandemic, there are certain positive effects from this crisis including the restoration of natural resources. Using the institutional theory framework, this paper aims to explore how sustainable tourism management can be applied to manage recovered natural resources after the COVID-19 crisis. Qualitative research in the form of in-depth interviews, focus group interviews, and observations was conducted to demonstrate how Krabi tourism stakeholders could collaborate among themselves in order to sustain recovered natural resources after the COVID-19 pandemic. Informants of the study are Krabi tourism stakeholders; i.e., tourism business owners and managers, members of tourism associations, government officers, CBT members, that are recruited by purposive sampling method. This research has shed light on how tourism stakeholders can co-create tourism policies to respond to sustainability issues using the institutional process. In order to ...

Many apparel retailing brands use e-service marketing tools such as a chatbot (a system that is available 24 hours a day, 7 days a week) to increase their competitive advantage in today’s world of digitalization. During the COVID-19 pandemic, chatbots gained more power to serve as a communication tool that provides information and maintains customer experience. Therefore, this study is conducted to investigate the influence of chatbot e-service agents’ marketing efforts (involving interaction, entertainment, trendiness, and problem-solving) on Thai customers’ perceived communication credibility and satisfaction in apparel retailing, as research in this area is limited. In order to test the hypotheses, the paper employed structural equation modeling using Amos. In addition, an online survey of 400 Thai consumers who had previously used chatbots in the apparel retailing industry was conducted. The results showed that chatbot e-service marketing efforts, including interaction, trendine...

Many apparel retailing brands use e-service marketing tools such as a chatbot (a system that is available 24 hours a day, 7 days a week) to increase their competitive advantage in today’s world of digitalization. During the COVID-19 pandemic, chatbots gained more power to serve as a communication tool that provides information and maintains customer experience. Therefore, this study is conducted to investigate the influence of chatbot e-service agents’ marketing efforts (involving interaction, entertainment, trendiness, and problem-solving) on Thai customers’ perceived communication credibility and satisfaction in apparel retailing, as research in this area is limited. In order to test the hypotheses, the paper employed structural equation modeling using Amos. In addition, an online survey of 400 Thai consumers who had previously used chatbots in the apparel retailing industry was conducted. The results showed that chatbot e-service marketing efforts, including interaction, trendiness, and problem-solving, affected customer satisfaction without entertainment elements. Beyond this, a chatbot, viewing interaction and entertainment, was found to have an insignificant effect on communication credibility. Thus, the coefficient value proved that information regarding communication credibility is more dominant in customer satisfaction. Therefore, the chatbot e-service marketing effort is essential in motivating communication credibility in customer satisfaction. These findings delivered managerial implications for understanding consumers in the field of digitalization.

Social media influencers play a significant role in marketing by introducing products to their followers. We investigate how Instagram influencers impact consumer parasocial interaction (PSI) in the relationship between value perception and purchase intention. Whereas customers influence the attractiveness (social and physical) PSI of social media influencers, studies of the effects of luxury purchasing PSI in Thailand are limited. We examine the relationship between PSI and followers of luxury fashion’s value (social, personal, and conspicuous) on social media. We use structural equation modeling to evaluate hypotheses by conducting an online survey with 400 Thai millennial respondents who had experience following influencers on Instagram. The findings indicate that Thai millennials accept Instagram influencers’ PSIs in terms of value perception and motivation to purchase luxury fashion. The attractiveness of influencers initiates the formation of PSI; followers receive value perce...

Social media influencers play a significant role in marketing by introducing products to their followers. We investigate how Instagram influencers impact consumer parasocial interaction (PSI) in the relationship between value perception and purchase intention. Whereas customers influence the attractiveness (social and physical) PSI of social media influencers, studies of the effects of luxury purchasing PSI in Thailand are limited. We examine the relationship between PSI and followers of luxury fashion’s value (social, personal, and conspicuous) on social media. We use structural equation modeling to evaluate hypotheses by conducting an online survey with 400 Thai millennial respondents who had experience following influencers on Instagram. The findings indicate that Thai millennials accept Instagram influencers’ PSIs in terms of value perception and motivation to purchase luxury fashion. The attractiveness of influencers initiates the formation of PSI; followers receive value perception and react to purchasing intention from influencers. The concepts were investigated to prove that influencers’ power can encourage followers to mitigate negative consequences by delivering value perceptions on PSI. These findings provided managerial implications for comprehending consumers in the field of digitalization

Nowadays, the Thai company is focusing on digital marketing. The online information sources provided on various platforms, such as online review sites persuaded people to trust Electronic world of mouth (eWOM) engagement. This study looks at factors of information that create customer trust of eWOM, giving and seeking engagements on Pantip website of Thai consumers in the hospitality industry, that includes two factors: information quality and perceived credibility. This research was carried out using a quantitative method, distributing an online questionnaire with 301 Thai respondents. The data collected used multiple linear regressions to find the relationship of the hypothesis. The findings will show that perceived credibility had the highest influence on customer trust, eWOM seeking and giving engagement, while information quality had a positive effect on customer trust and eWOM seeking, excluding eWOM giving, had no significant influence on information quality on the Pantip website. This research adds value to previous studies of eWOM engagements in marketing fields, it can explore how Thai consumers perceive information and assign credibility.