Download I-SEEC 2018'S E-Proceeding

ISBN (e-book): 978-974-9721-86-5

The 9th International Science, Social Science, Engineering and Energy Conference

30th Anniversary of Kasem Bundit University, Thailand

Venue : Ambassador Hotel Bangkok, Bangkok, Thailand May 2nd - 4th, 2018

Managing Editors : Senee Suwandee, Ph.D. , KBU Suphanchai Punthawanunt, KBU Nitibodee Sukjaroen, Ph.D., KBU

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A Publication of the  Research Center, Kasem Bundit University, Bangkok  Faculty of Science and Technology, Kasem Bundit University, Bangkok

Message from President of Kasem Bundit University

It is indeed a great pleasure and utmost privilege of Kasem Bundit University to welcome all distinguished participants of the International Conference for the 9th Anniversary of International Science, Social Science, Engineering and Energy on “Research & Innovation for Promoting Development of the Nation”. Moreover, the Conference is also deemed as a very honor and meaningful event since Kasem Bundit University is concurrently celebrating the 30th anniversary this year. Kasem Bundit University has always emphasized the significance of the role of institutions of higher education of producing bodies of knowledge and their implications as well as practicality for the betterment of society. All potentials possessed by their faculty members and their unceasingly devotions have not only been expected but also been their great determination. It could very well be mentioned that international conferences are definitely valuable venues for researchers to disseminate their findings to their colleagues and the society as a whole. The conferences are conducive for valuable academic interactions and instantaneous feedbacks all which are fully welcomed and provide impetus for enormous dimensions of further enquiries and researches. Kasem Bundit University, therefore, is looking forward to the above perspectives of the International Conference. At this auspicious occasion Kasem Bundit University would like express to our heartfelt appreciation to Gunma University, Ton Duc Thang University, King Mongkut’s Institute of Technology Ladkrabang, Ramkhamhaeng University, Rajamangala University of Technology Isan, Rajabhat Universities of Nakhon Pathom, Udon Thani, Suan Sunandha, Pibulsongkram, and Phranakhon, and the Center of Excellence in Glass Technology and Materials Science of Nakhon Pathom Rajabhat University all of which have played very significant roles contributing relentless efforts in collaborating and organizing the Conference. In particular, Kasem Bundit University must convey our thanks and gratitude to Webster University in co-hosting this Conference. Kasem Bundit University and all members of the conference committee are also very thankful to all distinguished speakers and looking forward to their memorable and successful contributions. Kasem Bundit University anticipates the most fruitful and inspiring deliberation of the Conference and looking forward for another privilege and opportunity of welcoming all distinguished participants in jointly sharing knowledge and visions for the betterment of our society.

Dr. Vallop Suwandee President of Kasem Bundit University II-SEEC 2018’s e-Proceediing Science and Engineering Social Science

The 9th IInternatiionall Sciience,, Sociiall Sciience,, Engiineeriing and Energy Conference

OBJECTIVES 1. To offer a venue for academic instructors, students and/or researchers to share their works in a national and an international levels. 2. To encourage and promote university lectures to realize the importance of research and research sharing. 3. To support and build networking of universities regarding academic and research works, both nationally and internationally. 4. To publish academic and research works. Editorial Staffs Consultants: Vallop Suwandee, Ph.D. Executive Editors: Assoc.Prof. Nathabhol Khanthachai, Ph.D. Assoc.Prof. Chairit Sattayaprasert, Ph.D. Assoc.Prof. Suniti Suparp, Ph.D. Managing Editors: Senee Suwandee, Ph.D. Suphanchai Punthawanunt Nitibodee Sukjaroen, Ph.D. Production Coordinators: Research Center, Kasem Bundit University Faculty of Science and Technology, Kasem Bundit University Computing and Technology Center, Kasem Bundit University Public Relations Department, Kasem Bundit University Technology Education Development Center, Kasem Bundit University Kasem Bundit Journal (KBJ), Kasem Bundit University Kasem Bundit Engineering Journal (KBEJ), Kasem Bundit University Published By: Research Center, Kasem Bundit University 1761 Pattanakarn Road, Suanluang, Bangkok 10250, Thailand

All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior consent of the Kasem Bundit University.

Committees

Chairman of I-SEEC 2018 : Senee Suwandee, Ph.D., Kasem Bundit University,Thailand

Avisor: Suphanchai Punthawanunt, Kasem Bundit University,Thailand

International Steering Committee: Prof. Preecha Yupapin, Ph.D., Ton DucThang University (Vietnam) Prof. Yusaku Fujii, Ph.D., Gunma University (Japan) Vallop Suwandee, Ph.D., Kasem Bundit University (Thailand) Senee Suwandee, Ph.D., Kasem Bundit University (Thailand) Prof. Dr. Jalil Ali, (Malaysia) Viboon Pensuk, Ph.D., Udon Thani Rajabhat University (Thailand) Asst. Prof. Ravee Phromloungsri,Ph.D., Udon Thani Rajabhat University (Thailand) Assoc. Prof. Jakrapong Kaewkhao, Ph.D., Nakhon Pathom Rajabhat University (Thailand) Assoc. Prof. Somsak Mitatha, Ph.D., King Mongkut's University of Technology Ladkrabang(Thailand) Nithiroth Pornsuwancharoen, Ph.D., Rajamangala University of Technology Isan(Thailand) Sappasit Thongmee, Ph.D., Ramkhamhaeng University (Thailand) Asst. Prof. Sawatsakorn Chaiyasoonthorn, Ph.D., Ramkhamhaeng University (Thailand) Asst. Prof. Suebtarkul Suchat, Ph.D., Phranakhon Rajabhat University (Thailand) Asst. Prof. Narongsak Jukrkron, Ph.D., Phranakhon Rajabhat University (Thailand) Asst. Prof. Narong Sangwaranatee, Ph.D., Suan Sunandha Rajabhat University (Thailand) Asst. Prof. Nisakorn Sangwaranatee, Ph.D., Suan Sunandha Rajabhat University (Thailand) Asst. Prof. Pitak Yoomee, Ph.D., Pibulsongkram Rajabhat University (Thailand) Suphanchai Punthawanunt, Kasem Bundit University (Thailand)

- D - Organization Committee: Vallop Suwandee, Ph.D., Kasem Bundit University Suwat Suwandee, Ph.D., Kasem Bundit University Senee Suwandee, Ph.D., Kasem Bundit University Atit Suwandee, Ph.D., Kasem Bundit University Asst. Prof. Chiratus Ratanamaneichat, Ph.D., Kasem Bundit University Assoc. Prof. Nathabhol Khanthachai, Ph.D., Kasem Bundit University Assoc. Prof. Suniti Suparp, Ph.D. , Kasem Bundit University Asst. Prof. Ing-orn Tanphan, Kasem Bundit University Asst. Prof. Ratthapong Boonyanuwat, Ph.D., Kasem Bundit University Asst. Prof. Sa-nga Songmuang, Kasem Bundit University Asst. Prof. Asanee Tongsilp, Kasem Bundit University Chaisak Chitchareon, Kasem Bundit University Sukritta Suwannakrit, Ph.D., Kasem Bundit University Suphanchai Punthawanunt, Kasem Bundit University Nitibodee Sukjaroen, Ph.D., Kasem Bundit University Aungkananart Suthaphakorn, Kasem Bundit University Chaweewan Sripunon, Kasem Bundit University Issara Somsong, Kasem Bundit University Jinya Dheerasak, Kasem Bundit University Metha Ekapiwong, Kasem Bundit University Min-dhita Akrachotdhanin, Kasem Bundit University Narueporn Arayatanont, Kasem Bundit University Pavana Mentara, Kasem Bundit University Piyawan Boonpen, Kasem Bundit University Pongpan Punlertwongsakul, Kasem Bundit University Saharat Ongsuwan, Kasem Bundit University Suphannee Lee-am, Kasem Bundit University Tippanad Chareerak, Kasem Bundit University Wandee Semsomboon, Kasem Bundit University

- E - LIST OF REVIEWERS Track I : Science and Engineering Anand Dersingh, Ph.D. Assumption University Assoc. Prof. Pisit Phokharatkul, Ph.D. Kasem Bundit University Assoc. Prof. Thanu Chouychai, Ph.D. Kasem Bundit University Atitep Srikongsri, Ph.D. Kasem Bundit University Bhattarabhorn Wattanacheep Kasem Bundit University Narit Youngnarisara Kasem Bundit University Prapas Phongsanam, Ph.D. Kasem Bundit University Sakchai Rakkarn, Ph.D. Kasem Bundit University Samroeng Netpu, Ph.D. Kasem Bundit University Asst. Prof. Saroch Boonsiripant, Ph.D. Kasetsart University Asst. Prof. Suchat Leungprasert Kasetsart University Chatpun Kamyat, Ph.D. Kasetsart University Wichian Siriprom, Ph.D. Kasetsart University Asst. Prof. Poramate Banterng Khon Kaen University Nuntawoot Jongrungklang, Ph.D. Khon Kaen University Assoc. Prof. Fusak Cheevasuvit, Ph.D. King Mongkut's Institute of Technology Ladkrabang Assoc. Prof. Kobchai Dejhan, Ph.D. King Mongkut's Institute of Technology Ladkrabang Assoc. Prof. Orachat Chitsobhuk, Ph.D. King Mongkut's Institute of Technology Ladkrabang Assoc. Prof. Somsak Mitatha, Ph.D. King Mongkut's Institute of Technology Ladkrabang Chanin Srisuwannapa, Ph.D. King Mongkut's Institute of Technology Ladkrabang Asst. Prof. Sompote Youwai, Ph.D. King Mongkut's University of Technology Thonburi Assoc. Prof. Kamolwan Lueprasert, Ph.D. King Monkut's University of Technology North Bangkok Assoc. Prof. Smith Songpiriyakij, Ph.D. King Monkut's University of Technology North Bangkok Assoc. Prof. Yuthachai Bunterngchit, Ph.D. King Monkut's University of Technology North Bangkok Asst. Prof. Naratip Sangsay King Monkut's University of Technology North Bangkok Assoc.Prof. Theeranuch Jaroenkit, Ph.D. Maejo University Siradol Sirithorn, Ph.D. Mahidol University Assoc.Prof. Smit Insiripong, Ph.D. Muban Chombueng Rajabhat University Asst.Prof. Adisak Jaturapiree, Ph.D. Nakhon Pathom Rajabhat University Asst.Prof. Ekrachan Chaichana, Ph.D. Nakhon Pathom Rajabhat University

- F - Chanyud Kritsunankul, Ph.D. Naresuan University Charnwit Udomsakdigool, Ph.D. National Science Technology and Innovation Policy Office Tantikorn Pichpibul, Ph.D. Panyapiwat Institute of Management Asst. Prof. Prayoon Surin, Ph.D. Pathumwan Institute of Technology Prin Boonkanit, Ph.D. Rajamangala University of Technology Phra Nakhon Thanapong Sareein ,Ph.D. Rajamangala University of Technology Phra Nakhon Orasa Rattaasinboonchai, Ph.D. Ramkhamhaeng University Asst. Prof. Adirak Kanchanaharuthai, Ph.D. Rangsit University Somkid Phumkokrux, Ph.D. Silpakorn university Asst. Prof. Somsak Menakhon Suan Sunandha Rajabhat University Mati Hirprathum, Ph.D. Thailand's National Electronics and Computer Technology Center Asst. Prof. Jutharat Kulsantiwong Udon Thani Rajabhat University Asst. Prof. Piaw Phatai, Ph.D. Udon Thani Rajabhat University Asst. Prof. Songkot Utara, Ph.D. Udon Thani Rajabhat University Bualan Khumpaitool, Ph.D. Udon Thani Rajabhat University Kanda Saosoong, Ph.D. Udon Thani Rajabhat University Metinee Wasoontharawat, Ph.D. Udon Thani Rajabhat University Paisal Nanudorn, Ph.D. Udon Thani Rajabhat University Rungtiwa Junwattanawong, Ph.D. Udon Thani Rajabhat University Sakuntala Siri-Udom, Ph.D. Udon Thani Rajabhat University

- G - LIST OF REVIEWERS Track II : Social Science Prof. Somphot. Eamsuphasit, Ph.D. Chulalongkorn University Prof. Theera Sridhammarak, Ph.D. Dhurakij Pundit University Prof. Pongpan Kirdpitak, Ph.D. Kasem Bundit University Prof. Sriya Niyomthum Kasem Bundit University Prof. Janja Suwanatat, Ph.D. Srinakharinwirot University Prof. Salee Supaporn, Ph.D. Srinakharinwirot University Prof. Pramuan Tapchaisri, Ph.D. Thammasat University Assoc. Prof. Phoom Chokmok, Ph.D. Dhurakij Pundit University Assoc. Prof. Prasarn Malakul Na Ayudhaya, Ph.D. Kasem Bundit University Assoc. Prof. Ranchuan Kamwachirapitak, Ph.D. Kasem Bundit University Assoc. Prof. Sataporn D. Na-Chumphae Kasem Bundit University Assoc. Prof. Nathabhol Khanthachai, Ph.D. Kasem Bundit University. Assoc. Prof. Tongfu Siriwongse, Ph.D. Kasetsart University Assoc. Prof. Natepanna Yavirach, Ph.D. Rajamangala University of Technology Thanyaburi Assoc. Prof. Kanchana Tanmavad Ramkhamhaeng University Assoc. Prof. Nopporn Yamsang, Ph.D. Ramkhamhaeng University Assoc. Prof. Jumpol Nimpanich, Ph.D. Rangsit University Assoc. Prof. Sutham Lertpongprasert, Ph.D. Siam Technology College Assoc. Prof. Chutamat Tapchaisri Srinakharinwirot University Assoc. Prof. Venus Pattamapaspong Srinakharinwirot University Assoc. Prof. Sakon Poongamdee, Ph.D. Sripatum University Assoc. Prof. Laddawan Na Ranong, Ph.D. Sukhothai Thammathirat University Assoc. Prof. Preecha Vihokto, Ph.D. Sukhothai Thammathirat University Assoc. Prof. Orathai Srisantisook Thammasat University Asst. Prof. Juthamas Tangsantikul, Ph.D. Chulalongkorn University Asst. Prof. Bhawat Chaichannawatik Kasem Bundit University Asst. Prof. Chiratus Ratanamaneichat, Ph.D. Kasem Bundit University Asst. Prof. Ing-on Tanpan Kasem Bundit University Asst. Prof. Nuchamon James Kasem Bundit University

- H - Asst. Prof. Sa-nga Songmuang Kasem Bundit University Asst. Prof. Songporn Hansanti, Ph.D. Kasetsart University Asst. Prof. Adis Idris Raksamanee, Ph.D. Rajamangala University of Technology Suvarnabhumi Asst. Prof. Monthira Jarupeng, Ph.D. Srinakharinwirot University Asst. Prof. Pathomthat Chiradeja, Ph.D. Srinakharinwirot University Asst. Prof. Piyada Sombatwattana, Ph.D. Srinakharinwirot University Asst. Prof. Skol Voracharoensri, Ph.D. Srinakharinwirot University Asst. Prof. Supaporn Silalertdetkul, Ph.D. Srinakharinwirot University Asst. Prof. Usaporn Sucaromana, Ph.D. Srinakharinwirot University Asst. Prof. Chairit Thongrawd, Ph.D. Suan Sunandha Rajabhat University Asst. Prof. Supaporn Sridee, Ph.D. Sukhothai Thammathirat University Asst. Prof. Pisit Jitsookpong Thai-Nichi Institute of Technology (TNI) Asst. Prof. Suthasinee Piyapasuntra, Ph.D. Thammasat University Asst. Prof. Boonlert Jitmaneeroj, Ph.D. University of the Thai Chamber of Commerce Charuvan Kasemsap, Ph.D. Kasem Bundit University Nitibodee Sukjaroen, Ph.D. Kasem Bundit University Panida Chuenchom, Ph.D. Kasem Bundit University Sakchai Rakkarn, Ph.D. Kasem Bundit University Sucheep Phiriyasamith, Ph.D. Kasem Bundit University Senee Suwandee, Ph.D. Kasem Bundit University. Krisada Chienwattanasook, Ph.D. Rajamangala University of Technology Thanyaburi Poramet Boonnumsirikij, Ph.D. Ramkhamhaeng University Ratchapan Cheyjit, Ph.D. Srinakharinwirot University Gesiree Panthura, Ph.D. Suan Sunandha Rajabhat University Pavin Chinachoti, Ph.D. Sukhothai Thammathirat University Rungarun Khasasin, Ph.D. Thai-Nichi Institute of Technology (TNI) Suthikorn Kingkaew, Ph.D. Thammasat University Wasupol Tresopakol, Ph.D. Independent Academician

- I - Contents

page Message from President of Kasem Bundit University ...... B Committees ...... D List of Reviewers ...... F

 

Agricultural Science, Engineering and Related Areas Technical Challenges of Quality Function Deployment for a Sustainable Agricultural Machinery Development: A Literature Review Watchanachai Joompha and Nalin Pianthong ...... 1 - 13

The Optimized Grey Verhulst Model for Cultivated Area and Economic Crops of Thailand Chalermchai Puripat, Sittiporn Yodnil, Kriengsak Junseng and Kitisak Kangla ...... 14 - 31

Computer Science and Engineering A Systematic Review of Gamification in Healthcare Context Sakchai Muangsrinoon and Poonpong Boonpharm ...... 32 - 52 Classification of Red Tilapia Fish Via Support Vector Machine Urachart Kokaew, Kasama Wannaphom and Ratthapol Skolchaiprhaison ...... 53 - 61

Electronics and Telecommunication Engineering An Application of High-Pass Filter for Water Level Measurement with Semi-Cylindrical Capacitive Sensor (SCCS) Thhosapol Manasri, Somchat Sonasang and Danupat Duangmalai ...... 62 - 70

Other Relevant Areas Contractors’ Work Abandonment in the Ministry of Agriculture and Cooperatives (MOAC) Construction Projects Boonruk Vanborsel and Kumpon Subsomboon ...... 71 - 77

- J - page

 

Arts and Humanities Banana with Sticky Rice Package Design: The Inheritance of Local Intellect for Encouraging a Strong Community Economy Sataporn D.Na-Chumphee, Thiyada Thavewat, Vanida Saengdech, Pronpan Kruaaroonrat and Wipoo Sakoat ...... 78 - 89

Graphic Identity Design of Klong Suan 100 Years Market Community Sujujira Thanomporn and Pheeraphon Changjaikla ...... 90 - 103

Structure Meaning Names of OTOP Amonwadee Laokhetkit and Wasana Kanchanakhuha ...... 104 - 113

The Community Product Development in Sangkaracha Temple for Sustainability Sataporn D.Na-Chumphee and Chalermchai Puripat...... 114 - 119

The Method Creating Words for Thai Lipstick Color Names Sarawadee Manoosawet, Supawan Kaewpongpok, Prachok Chaisuwan and Pakapen Charoonseang ...... 120 - 126

The Study of Concept Design and Western Styles in Interior Architecture of the Royal Monasteries during the Reign of King Rama V Tanaporn Dasananda ...... 127 - 140

The Translating Methods of the Chinese Movie Names into Thai Supawan Kaewpongpok and Qin MeiLing ...... 141 - 146

Written Reflections and Learning Development: Perceptions of Pre-Service EFL Teacchers Rosukhon Swatevacharkul ...... 147 - 166

- K -

page

Aviation Industry Impacts of Online Media Marketing Communication Strategies and Perception of Thai Passengers towards Thai Air Asia Airlines Varapattra Nualsom, Nisakorn Suwansingha and Bhassakorn Chanpayom ...... 167 - 179

Passenger Satisfaction towards Service Marketing Mixes of Thai Low Cost Airlines: A Case of Bangkok to the Southern Province Routes Krit Witthawassamrankul, Kanokwan Janjeen, Arthittiya Sangjian, Orawan Kositsuriyapan and Panadda Srijam ...... 180 - 189

Thai Passenger Travelling Behavior towards Transportation Mode from Bangkok-Chiang Mai: A Case Study of Thai Low Cost Airlines and Bus Transportation Thitiporn Milindra Christensen, Supachada Tulwatana and Vilas Duangkumnerd ...... 190 - 201

TRIZ Approach to Innovate the Collaborative Decision Making in Aviation Industry Management Thongchai Jeeradist and Prompun Sangkaew ...... 211 - 221

Business, Management and Accounting A Comparative Study of Marketing Techniques in China and Western Countries Somarati Das ...... 222 - 227

An Analysis of the Key Factors that Influence the High Rise Building Market in Thailand - Policy, Economics and Innovation Wilawan Onwongprem and Christopher C. Seeley ...... 228 - 240

Budgetary Decision-making Process in Thai Higher Education Payear Sangiumvibool, Supasith Chonglerttham and Leonida Ricafort ...... 241 - 257 - L - page

Consumer Purchasing Behavior on Thai Products in Banteuy Meanehey, Kingdom Of Cambodia Ithikorn Khamdej, Ratana Kun, Veeraphat Kritthanathip, Senee Suwandee, Worawee Patharavongvisut, Anuchama Thoubkaew, Laksamee Thungwha, Pichai Nopchinda, Jarin Thongrattanaraksa and Chalermpol Waitayangkoon ...... 258 - 266

Corporate Social Responsibility and Its Influence on Thai Consumers Kirill Orlov, Leslie Klieb and DeQawn Mobley ...... 267 - 277

Corporate Turnaround in Asia and the West: A Review and Future Research Agenda James V. Jain and Timothy G. Andrews ...... 278 - 287

Evaluation of Impact and Production Management of SMEs Business in Marketing Transportation of Fresh Milk Products Industrial TFRs Standard for Thailand Transport 4.0 Chamni Jaipradidtham and Viwan Mookdapragorn ...... 288 - 302

Exploring Investment Cost and Return In Elderly Care Business Venture In Thailand Ithikorn Khamdej, Sutthiwan Kanlaya, Jithvaree Khamdej, Piyachat Puangniyom, Nuchanart Komolnila and Piraporn Konkhum ...... 303 - 308

Identifying the Effects of Behavior of Mobile Banking Applications on Customers: Comparative Study Between Baby Boomers, Generation X and Generation Y Veerawat Phumpayom, Ithikorn Khamdej, Songkran Kaencherdchoo, Senee Suwandee, Vorravee Pattaravongvisut and Anuchama Toobkaew ...... 309 - 324

Impact of Brand Equity, Perceived Value and Relationship Quality on Customer Loyalty to Mobile Operating System in Bangkok Metropolitan Prapassorn Visesprapa ...... 325 - 338

Information Technology in Human Resource Management for Small and Medium-sized Enterprises Laksamee Thungwha, Pranee Kongthanasamut, Krod Songmuang and Chanapai Tanaram ...... 339 - 346

- M - page

Promoting Agricultural based SMEs for Clustering, Branding and Good Practices for Sustainable Community: An "Udon Thani" Case Study Veeraphat Kritthanathip, Senee Suwandee, Ithikorn Khamdej, Ingorn Tanphan, Suttiwan Kanlaya, Nungruthai Timyaingam, Pongthon Roongcharoen, Prathom Sutthiroj, Apichart Thavewat, Thanaporn Suesuan, Leng Parnvichain, Pongpan Punlertwongsakul, Ratana Kun, Pornchanok Rawengs, Thanawut Wongdechathon, Wanitra Taphowtong, Manaskarn Insang, Punyarat Wanthong, Laksamee Thungwha, Krod Songmuang, Suchada Arunrat, Chanphen Tonsakun-aree, Veerawat Phumpayom, Apichaya Sakdanoraset , Chalermpol Waitayangkoon and Suriyan Cha-um ...... 347 - 352 Satisfaction of the Foreign Students studying Abroad at Universities in Bangkok, Thailand Khin Ohnmar Kyaw, Leslie Klieb and Elsabie de Beer ...... 353 - 364 Sports Insights: “In – House Titan” Strategy for Ultimate SEA Games S.M.E. Hosts Suwat Vongsinsirikul ...... 365 - 379 The Influence of Online Reviews on Trust in Social Networking Sites Penjuree Kanthawongs ...... 380 - 390 The Integral Antecedents of Spillover Effect of Electronic Word of Mouth on Sub-brand in Service Sector Sasithorn Suwandee ...... 391 - 400 The Positive Impact of eWOM (Electronic Word-Of-Mouth) Source and Delivery Arrangements on Attitude towards Online Shopping Penjira Kanthawongs ...... 401 - 410 The Relationship between Dividends and Profitability on The Stock Exchange of Thailand: A Case Study of The Information & Communication Technology Portfolio Nicknipar Boonchouy and Supannika Sanpakaew ...... 411 - 419 Tourism: Exploitation or Opportunity? Scott Hipsher ...... 420 - 432 Win-Win strategic policy planning for CLMV cross border trading in wholesale consumer product sector: A case study of Cambodia Veeraphat Kritthanathip, Senee Suwandee, Ithikorn Khamdej , Nungruthai Timyaingam, Pongthon Roongcharoen, Nithipat Sutthitham, Prathom Sutthiroj, Suttiwan Kanlaya, Chana Themsirisak, Thanaporn Suesuan, Leng Parnvichain, Pongpan Punlertwongsakul, Ratana Kun, Sakon Taoklam, Pairin Pupradup, Natthatida Roengthanapiboon, Sirinapha Rajatabhothi, Nijira Klangsombat, - N - Waiyawut Hankunaku, Junrachart Tancharoen, Piraporn Konkhum, Boonaue Boonrith, Chana Themsirisak, Chalermpol Waitayangkoon and Suriyan Cha-um ...... 433 – 438 page

Decision Science An Approval Premium Recommender System using Item-Based Collaborative Filtering Urachart Kokaew,Tangdanai Yubolphring and Thitima Prajannaul ...... 439 - 446

Economics and Finance Adaptive Moving Polynomial Least Squares Method for Forecasting the Monthly Gold Price Waewta Luangboon and Watcharin Klongdee ...... 447 - 457

Analysis of Relationship between Government Size and Economic Growth of Thailand Wongrawee Kritsirithip, Pathairat Pastpipatkul and Chaiwat Nimanussornkul ...... 458 - 465 Assessing the Educational Tourism Potential: the Case of ASEAN Anastasia Maga and Peter Nicolau ...... 466 - 482

Decrypting the Cryptocurrency Bubble Pincha Rutchatawuttipong ...... 483 - 491

Nurse Stress Experience and Stress Coping of Nursing students in The Clinical Learning Labor Room Patchara Somchoe...... 492 - 504

Psychology A Relationship between Organizational Climate and Happiness of the Staff of the Nongpho Ratchaburi Dairy Cooperatives Dowloy Kanjanamaneesathian and Chutima Koetthong ...... 505 – 512

Social Science Academic Administration for Excellence of the Faculty of Science and Technology, Chiang Mai Rajabhat University Kaltima Phichai ...... 513 - 519

- O - page

Current State of Knowledge on Southeast Asian Architecture and the Preparation of Thai Architects to the ASEAN Economic Community Thanathorn Kittikant ...... 520 - 534

Development of Communication Process to Create Strength for Elderly People Club of Health Empowerment in Bangkok Suthep Dachacheep, Kanyarat Worachat and Borilux Boonyarattapan ...... 535 - 542

Development Strategies Of Destination Based On The Local Community As Poverty Decreation Efforts In Karangasem Bali Ni Ketut Arismayanti and I Made Sendra ...... 543 - 548

Evaluation of Information from Social Media Channels by the Students of Mahasarakham University, Thailand: An Analytical Study Choon Teimtinakrit ...... 549 - 561

Reassessment of the Reparation of Environmental Damages Erofili Pontikaki ...... 562 - 569

Students’ Self-Assessments and an External Mode of Assessment in Their Two English Language Communicative Skills (Listening and Reading) Sirima Prathan and Boonhom Sinakhot ...... 570 - 573

The Application of the Computer-related Crime Act (No.2) B.E. 2560 (2017) to Protect Children in the Digital Age from Being a Victim of Cyber-Grooming Kanathip Thongraweewong ...... 574 - 583

The Identity Study of Religious Architecture to Promote Route of Cultural Tourism: A Case Study of Bangkhen District, Bangkok Attayanan Jitrojanaruk, Pattra Surbsiri, Monton Janjamsai and Buncha Buranasing ...... 584 - 596

Transportation Management Project for "GREEN PNRU" Pattra Suebsiri, Attayanan Jitrojanaruk, Monton Janjamsai and Buncha Buranasing ...... 597 – 607

- P -

page

Sport Science Acute Effects of A Complete Warm-up Program in Heat Acclimatization on Anaerobic Performance and Fatigue in Football Players Pornchai Leenoi, Jaturabhuj Busara and Chadaphan Suwannate ...... 608 - 621

Real-time Wireless Physiological and Tactical Performance Tracking Technology in Futsal Vantana Subprasert, Nutthaporn Awilai, Chaiyasith Pavilas, Boonsakdi Lorpipatana and Chalerm Chaiwatcharaporn ...... 622 - 631

The Effects of Heat on Energy Expenditure in Experienced and Non-Experienced Hot Yoga Practitioners Nutthaporn Awilai, Chadaphan Suwannate, Pongsak Cherngkhunthod and Kittikun Sangnin ...... 632 - 642

The Effects of Resistance Build Muscle Mass and Reduce Body Fat by Aerobics in Female Students Parinya Nachaisit ...... 643 - 652

The Model of Business Operation for Sustainability of Indoor Futsal Fields in Nonthaburi Province Kittikun Sangnin, Phaijitra Sriwiset and Pastcharasak Jantacharee ...... 653 - 662

Other Relevant Areas Multivariable Calculus in Gold Trade Poramate (Tom) Pranayanuntana ...... 663 - 672 National Survey on Architectural Practice in Thailand Thanathorn Kittikant ...... 673 - 687

- Q -

Track I: Science and Engineering

 Agricultural Science, Engineering and Related Areas  Computer Science and Engineering  Electronics and Telecommunication Engineering  Other Relevant Areas

Available online at www.iseec2018.kbu.ac.th Proceeding Science and Engineering Area: Agricultural Science, Engineering and Related Areas, www.iseec2018.kbu.ac.th May 2018, Page 001-013 The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

Technical Challenges of Quality Function Deployment for a Sustainable Agricultural Machinery Development: A Literature Review Watchanachai Joompha1 and Nalin Pianthong2 1Ph.D Student in Industrial Engineering, E-Mail: [email protected], 2Lecturer in Industrial Engineering, E-Mail: [email protected], Faculty of Engineering, Ubon Ratchathani University, Ubon Ratchathani, 34190, Thailand

ABSTRACT This research presents a literature review of technical challenges at demonstrating an application of Quality Function Deployment (QFD) for a sustainable agricultural machinery development. A research and design for QFD conceptual modeling was established for development. The main adaptation was in the first matrix, which provides the key issues and contextualization in the supply chain. This process of involving customer requirements called Quality Function Deployment (QFD) in the decision-making process can be facilitated by adopting a widely-used method in manufacturing. Therefore, the QFD conceptual modeling asserts that it offers many facets with an end goal of ensuring satisfaction. In this research, the customer’s voice, innovations, and responses were satisfying customer requirements. The QFD can be documented and analyzed by means of achieving the customer requirements studies and applications to enhance QFD’s future development.

Keywords: agricultural machinery, engineering design, quality function deployment (QFD), sustainable development

1. Introduction The number of farmer employees participating in the workplace becomes notable for technical challenges in supply chains due to an increase in globalization and innovation. The global supply chain is associated with an increased competitive advantage between suppliers and manufacturers. Presently, the agricultural machinery used in Thailand is locally

2 Watchanachai Joompha and Nalin Pianthong / Proceeding – Science and Engineering (2018), Page 001-013 produced, such as tractors, power tillers, disc ploughs, disk harrows, water pumps, sprayers, threshing machines, reapers, combine harvesters, cleaning equipment, dryers, rice milling machines, and processing equipment, etc. To address this issue, local machines produced from small manufacturers are not standardized in quality, efficiency, and durability. Some agricultural machines are imported from overseas by companies for Thai agricultural productions [1]. This statement affected that agricultural machinery have faced challenges, such as customer requirements, design requirements, and different expectations; for example, adapting to these challenges that affect the numerous engineering designs in order to translate the quality requirements from customers to develop products and services. This process of involving customer requirements called Quality Function Deployment (QFD) in the decision-making process can be facilitated by adopting a widely-used method in manufacturing [2], [3]. It has been demonstrated that agricultural machinery involves major tools in the farm business for a various number of decision-making processes, including high power machines and advanced technologies. The application of QFD improves an effective method to translate customer requirements and engineering design into technical requirements. It is worth mentioning the translation of customer needs into engineering characteristics. The development of agricultural machinery is observed because conventional agricultural machinery is based on the higher cost for spare parts, and the servicing process contributes to an even higher increase of these costs. Considering the increased sustainable development for agricultural machinery in Thailand, the QFD method identifies this demand because it focuses on the customer requirements and transforms them into the engineering design and attributes of the suitable product. This research presents a literature review of technical challenges at demonstrating an application of Quality Function Deployment (QFD) for a sustainable agricultural machinery development. Modification of the first matrix is found in the literature review.

2. Literature reviews regarding QFD The QFD method applies to this research because it captures the voice of customers (VoC) and transforms it into the quality characteristics and attributes of the product. The QFD is a customer-oriented approach to product innovation, and it was first established in

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Japan in 1966 by Yoji Akao [2]. QFD is conceptualized as “an effective method for developing a design quality which aims at the customer requirements and then translates the customer’s demands into design targets and major quality assurance points to be used throughout the production phase” [4]. QFD is the most complete and comprehensive method for translating what customers need from the product, to what the company can offer to best fit the needs of customers through the integration of many processes and aligning them to the customer requirements [4]. The main concept of QFD is customer requirements. Customer requirements are what the customers want from the product. In the QFD process of agricultural machinery, customer requirements are translated into measurable goals (product planning), and the competitive environment (part deployment) of the customers is faced in all decision making. Therefore, by implementing QFD, the fact that all company employees are geared towards listening to customers is strengthened. In this research, the literature review relates to QFD implementation methods, based on a cascade of matrix-shaped charts [4]. The generic approach is well-known as the ‘Akao matrix of matrices’ [2], in which each matrix details a specific aspect of the development process. The focused approach, known as ‘the Four-Phase model’, is the most common QFD implementation technique, in which the agricultural machinery product can be proposed as several components assembled together into a product. The Four-Phase model consists of four steps: Step 1) House of Quality (Product Planning), Step 2) Design Deployment (Part Deployment), Step 3) Manufacturing Planning (Process Planning), and Step 4) Production Planning (Production Operations Planning). The four key categories of each HOQ are WHAT (customer needs or requirements), HOW (company measures, technical measures, or engineering characteristics), relationship (between WHAT and HOW), and HOW MUCH (target value). In this research, the first part, the customer requirements (WHATs) for a sustainable agricultural machinery development are considered as shown in Figure 1.

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Figure 1. House of quality model [4]

In the first step, the customer requirements (WHATs) are employed in this research. The second step is a planning matrix for the ranking of each customer requirement. The third step, engineering characteristics (HOWs) corresponding to the customer requirements are identified. The technical requirements are a correlation matrix, an assessment of which HOWs are interrelated, and how strong the relationships are. The fourth step, a relationship matrix between WHATs and HOWs to identify the degree of the relationship between each WHAT and HOW is established. A summary of the technical matrix can be represented by the level of each characteristic performance in decision making.

3. Research Methodology The research differs from previous research. Instead of conducting the review on the concept of QFD among academic journals, proceedings, books, and other related reviews and reports, both Thai and international, this research covers all publications from 2012 to 2017, collecting publications and using databases to find journals. The approach used to collect the related publications is searched databases and journals by identifying specific keywords. The quality of a literature review study is driven by the data sources that are searched. To identify and collect the publications in QFD for sustainable machinery, the researchers collected the appropriate databases, such as Science Direct, Springer Link, Google Scholar, and Thailand Citation Index (TCI). Included in the specific keywords used in QFD for a sustainable agricultural machinery development were “agricultural machinery,”

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“customer requirements,” “quality function deployment,” “supply chain,” and “technical requirements.” The literature reviews observed in Table 1 reveal that the use of QFD for a sustainable agricultural machinery development involves the interventions with administering questionnaires as to customer requirements and satisfactions, the opinion of experts, and effects analysis. Consideration of the benefits of QFD for a sustainable agricultural machinery development was applied from [5]. The research method has been applied in the development of agricultural machinery. Table 1 proposes a selection of publications, methods and tools, products, and main results. It also obtains examination of the qualities required by customers’ views as shown in Table 1.

Table 1. Use of QFD for a sustainable agricultural machinery development References Objective Methods and Product Main results tools Jariyaphon To design and - Empirical approach A household brown The QFD matrix Aunwong et al. [6] develop a - Voice of customer rice milling machine method was household brown survey, QFD analysis considered effective rice milling machine in the measurement with vertical friction of a machine. and compression husking system Jariyaphon To design a brown - Empirical approach Brown rice milling Both the QFD and Aunwong et al. [7] rice milling machine - Marketing survey, machine HOQ method can based on local voice of customer be developed more knowledge in order survey, QFD products and to improve its analysis, HOQ reduce costs in a modernization, analysis certain experiment. user-friendliness and durability. Withaya Insorn et al. To apply the - Empirical approach The water spinning The customer [8] Quality Function voice of customer bicycle needs has been Deployment in survey, QFD analysis developing a new designing of the product as a water spinning prototype. The

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References Objective Methods and Product Main results tools bicycle for strength, endurance agriculture and to and safety were development the technical product in order to requirements. meet customer needs Sirichai Yodwangjai To propose design - Conceptual Study Proposing of design Design [4] method and - Matrix method to method and parameters product systematically product comprise 3 phases; development by analyze the development Conceptual Design, comparison among transformation Product Design and Engineering Design customer need to Process Design. of Pahl & Beitz, design parameters. Quality Function Deployment (QFD) and Axiomatic Design (AD) Sukangkana Lee et To design and - Empirical approach The prototype The use of QFD as a al. [10] develop the - Voice of customer infrared machine for tools for improving prototype infrared survey, QFD with 4- disinfestations an engineering machine for phase model characteristics disinfestations for prioritization by QFD organic Thai Hom method Mali rice A. Ashok Kumar et To compile the - Conceptual and Proposing of the The major needs al. [11] farmer’s analytical approach farmer’s and problems of requirements and - Voice of customer requirements farmers for designers survey, QFD analysis compile and designing and possibilities by using designers development of a simple technique possibilities machinery at the of Quality function production level of deployment (QFD) agro industry. Alessandro Sopegno To develop an - Innovations ‘‘AMACA” The machinery cost et al. [12] easy-to-use mobile - Simulation (Agricultural in different field

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References Objective Methods and Product Main results tools application, called Machine App Cost operations and ‘‘AMACA” Analysis) making it available (Agricultural via a web mobile Machine App Cost application Analysis) for using a cross- determining the platform approach. machinery cost in different field operations and making it available via a web mobile application using a cross- platform approach C. G. Sørensen et. To present - Innovations A plant nursing Demonstrates the Al. [13] technical guidelines - (QFD) robot feasibility of for the design of a functionalities applying a plant nursing robot involving the systematic design identification technique and of relationships procedures for between identified translating the user requirements ‘consumer’s voice’ and the derived into the design and design technical parameters specifications of a robotic tool carrier to be used in bioproduction. D. Premkumar and To introduce the -Conceptual The Quality This study mainly M. Balamurugan [14] Quality Function analysis and survey Function results on the Deployment to - Document Deployment to quality function small scale sectors small scale sectors deployment in Indian Pump in Indian Pump method to be used Industries and Industries in industrial design

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References Objective Methods and Product Main results tools improves the applications. Quality that it involves lots of statistics and immense implementation costs Eric Lutters et al. [5] To present an - Literature review The designer’s Representative overview of and document portfolio of problems of approaches in analysis tools/techniques is tool/technique structuring and using - Work instruction characterized. usage are depicted tools/ techniques, and contextualized based on the by illustrating their effectuation of industrial creativity and application decision-making in the design environment Ulisses Benedetti To present a -Simulation and The methodologies The use of the Baumhardt et al. methodology and virtual tools, survey were ergonomics, proposed [15] tools for the -questionnaire the project of methodology was insertion of such agricultural contributed to the aspects in the machinery and identification and project as well as modular systems. detailing of safety evaluation of these characteristics and applications in a ergonomic in case study, referring project of the to the cabin project cabins. of a self-propelled sprayer Samir Telang and To help planners -survey The technique are Helps transform Chandan Vichoray focus on - questionnaire analyzed into yields customer needs [16 ] characteristics of a charts and matrices (the voice of the new or existing customer [VOC])

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References Objective Methods and Product Main results tools product or service into engineering from the viewpoints characteristics (and of market segments, appropriate company, or methods like Kano technology- Model) for a the development needs development of Tractor Brake system characteristic while simultaneously setting development targets for Advancement in Brakes and Service

4. Discussion and Conclusions In this research, the researchers employed a literature review of sustainable agricultural machinery development, which obtained the research existing of the area. Through this research method, the researchers searched 60 publications, and they were ranked with systematic sampling. Then, the researchers selected 12 crucial publications underlying a sustainable agricultural machinery development. The appropriate journals were seven international journal articles conducted during 2014-2017 and five national journal articles conducted during 2010-2017 of the area. A review in Table 1 found that some common themes are the following: 1. The ‘consumer’s voice’ was a systematic design technique and procedures for translating into the design and technical requirements. These are referred to technical documentation in making decisions. It is difficult for farmer employees to apply these methods for deciding on buying, applying, and understanding the efficiency of agricultural machinery [6-7], [13], [16].

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2. The ‘innovations’ have a main point and important role on supply chain processes. Thus, to translate the voice of the customers was the product design and manufacturing [5]. The supply chain and stakeholders should anticipate the occurrence to prepare their customer requirements (WHATs) for any expected and unexpected changes in the context of a sustainable agricultural machinery development [4], [10], [13]. The use of the proposed methodology contributed to the identification and detailing of safety characteristics [16]. 3. The ‘responses’ have been designed and included technical requirements that are able to disrupt the supply chain, with immediate and effective responses based on the available customer’s voice. It was also implemented in order to link the customer-driven QFD with the design and engineering characteristics for enhancing a sustainable agricultural machinery development. For instance, it is necessary to transform customer needs (the voice of the customer [VOC]) into engineering characteristics (and appropriate methods like Kano Model) for the development of Tractor Brake system characteristics while simultaneously setting development targets for Advancement in Brakes and Service [15], [16]. In conclusion, the researchers employed a literature review of the existing knowledge of QFD for sustainable agricultural machinery development. This research conducted 14 impact publications that support Thai sustainable agricultural machinery development, including journal articles and conference proceedings. The result publications of this research found that the QFD conceptual modeling asserts itself. This offers many facets with an end goal of ensuring satisfaction. The researchers proposed the process of satisfying customer requirements, and QFD can be documented and analyzed as a means of achieving the customer requirements studies and applications to enhance QFD’s future development.

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References

[1] Viboon Thepent. (2015). Agricultural Mechanization in Thailand. In Proceedings of the 16th TSAE National Conference and the 8th TSAE International Conference. [Online Available]: http://www.tsae.asia/2015conf/proceeding/agricultural_mechanization_in_thailand. pdf Retrieved on February 24, 2018. [2] Xavier Brusset and Christoph Teller. (2017). Supply chain capabilities, risks, and resilience. International Journal of Production Economics. Vol. 184: 59-68. [3] Lai-Kow Chan and Ming-Lu Wu. (2002). Quality function deployment: A literature review. European Journal of Operational Research. Vol. 143. 463-467. [4] Sirichai Yodwangjai. (2015). Product Design and Development Process. Ubon Ratchathani Engineering Journal. Vol. 8. No. 1. : 131-141. [5] Eric Lutters, Fred J.A.M. van Houten, Alain Bernard, Emmanuel Mermoz, and Corne´ S.L. Schutte. (2014). Tools and techniques for product design. CIRP Annals - Manufacturing Technology. Vol. 63. : 607-630. [6] Jariya Aunwong, Choonam Chaona, and Weerasak Seubsri. (2016). Quality Function Deployment Approach to Development of Household Vertical Rice Milling Machine. In Proceedings of the 10th National Conference on Ubon Ratchathani University Research. Ubon Ratchathani, Thailand. : 73-86. [7] Jariya Aunwong, Suthat Kannamkham, and Tawanshai Phohom. (2013). Local Knowledge in Community-Based Approaches to Brown Rice Milling Machine Design. In Proceedings of National Conference on Industrial Engineering Network. October 16-18, 2013. Pattaya, Chonburi. Thailand. [8] Wittaya Insorn, Chanchai Wanjongkham, and Nunthiya Maneechod. (2016). The Application of Quality Function Deployment in the Design of the Water Spinning Bicycle for Agriculture. In Proceedings of the 10th National Conference on Ubon Ratchathani University Research. Ubon Ratchathani, Thailand.

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[9] Sukangkana Lee, Pariwat Nasavad, Withaya Insorn, and Adun janyalertadun. (2012). An Application of Quality Function Deployment in the Design of the Infrared Radiation Machine. Agricultural Science Journal. Vol. 43. No. 3 (Supplementary). : 51-54. [10] A. Ashok Kumar, V. K. Tewari, J. Maiti, and Brajesh Nare. (2015). Design and selection of agricultural machinery using a quality function deployment technique. Agricultural Engineering International: CIGR Journal. Vol. 17. no. 4. : 91-99. [11] Alessandro Sopegno, Angela Calvo, Remigio Berruto, Patrizia Busato, and Dionysis Bocthis. (2016). A web mobile application for agricultural machinery cost analysis. Computers and Electronics in Agricultural. Vol. 130. : 158-168. [12] C. G. Sørensen, R. N. Jørgensen, J. Maagaard, K. K. Bertelsen, L. Dalgaard, M. Nørremark. (2010). Conceptual and user-centric design guidelines for a plant nursing robot. Biosystems Engineering. Vol. 105. : 119-129. [13] D. Premkumar and M. Balamurugan. (2014). Implementation of Quality Function Deployment in Pump Industry. International Journal of Innovative Research in Science, Engineering and Technology. Vol. 3. no. 3. : 1258-1262. [14] Ulisses Benedetti Baumhardt, Airton dos Santos Alonço, Hugo Gabriel Teles Tenório, Cristiano Corrêa Ferreira, and Paulo Roberto Bedin. (2017). Methodology for conception of cabins of agricultural machines: informational phase applied to a self-propelled sprayer. Journal of the Brazilian Society of Mechanical Sciences and Engineering. Vol. 39. 1683-1694. [15] Samir Telang and Chandan Vichoray. (2014). Development in Agricultural Tractor Brakes through QFD Application-A Conceptual Analysis. IOSR Journal of Mechanical and Civil Engineering. Vol. 12. : 55-59.

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Author’s Profile Mr. Watchanachai Joompha is a Ph.D. student in the Department of Industrial Engineering, Faculty of Engineering, Ubon Ratchathani University, 85 Sathonlamark Road, Warin Chamrap, Ubon Ratchathani, Thailand, 34190, Tel.: 045-353052, Fax: 045-288394, Email: [email protected]. He holds an M.S. Ind. Ed. (Mechanical Engineering) and a B.Eng. (Industrial Engineering). Currently, he is an academic lecturer at the Department of Industrial Engineering, Faculty of Engineering, Rajamangala University of Technology Tawan-ok, Chanthaburi Campus. His research interests are in Engineering management, Manufacturing system, and Operation research.

Assistant Professor Dr. Nalin Pianthong, Lecturer, Department of Industrial Engineering, Faculty of Engineering, Ubon Ratchathani University, 85 Sathonlamark Road, Warin Chamrap, Ubon Ratchathani, Thailand, 34190, Tel.: 045-353052, Fax: 045-288394, Email: [email protected]. She holds a Ph.D. (Manufacturing Engineering, M.Eng. (Industrial Management), and B.Eng. (Industrial Engineering). Her research interest is in Industrial Engineering.

Available online at www.iseec2018.kbu.ac.th Proceeding Science and Engineering Area: Agricultural Science, Engineering and Related Areas, www.iseec2018.kbu.ac.th May 2018, Page 014-031 The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

The Optimized Grey Verhulst Model for Cultivated Area and Economic Crops of Thailand Chalermchai Puripat1, Sittiporn Yodnil2, Kriengsak Junseng3 and Kitisak Kangla4 1,2 Department of Planning and Learning Center, , E-Mail: [email protected], [email protected] 3,4 Department of Mechanical Engineering, Faculty of Engineering, E-Mail: [email protected], [email protected] Kasem Bundit University, 1761 Pattanakarn Rd., Suanluang, Bangkok 10250,

ABSTRACT The advantages and disadvantages of Cultivated Areas and Grey Verhulst Model for time series seeding seasons are analyzed respectively. This article proposes a new time series forecasting model for the time series growth in S-type or growth. From the data fitting's viewpoint, the new model named Grey Verhulst Water Use in Economic Crops is established based on Grey Verhulst Model and farmers in each region. The Verhulst Model is mapped to Thailand's economic crops; the corresponding relationships between Grey Verhulst Model parameters and Water use of farmer’s weights are established. Then, the farmer’s use of water is measured by means of distributed cultivated areas, when the farmer network converge, and the optimized weights can be extracted, while the Optimized Grey Verhulst Model Economic Crops Model can be obtained. The results show that the new model is effective with the advantages of higher precision, fewer samples required, and simpler calculation of cultivated areas, which make full use of the similarities and complementarities between Grey System Model and Economic Crops Model to settle the disadvantages of applying Grey Model and cultivated area separately. It is concluded that Grey Verhulst use of water together with farmers’ Model is a feasible and effective modeling method for the time series increasing in the curve with S-type.

Keywords: The Optimized Grey Verhulst Model, Cultivated Areas, Thailand's economic crops

15 Chalermchai Puripat et al. / Proceeding – Science and Engineering (2018), Page 0014-031 1. Introduction The water used by the agricultural sector of Thailand relies only on rainwater, most of which is lost by evaporation. The rest is water that can be obtained by collecting water and pumping in cultivation.[2] However, drought can occur any year. Agricultural production in that year would be damaged, resulting in the poor development of agricultural economy for Thailand. The important issue is the proper allocation of water. The study found that there are about 60 million rais of land available for irrigation development, of which 29 million rais have been developed. One rai of irrigation requires 1,000 cubic meters of water. Therefore, it is necessary to build water reservoirs to increase the amount of water about 30,000 million cubic meters or equivalent to the construction of large dams. For this reason, accurate prediction of rain water each year is crucial. Since 1982 (Deng, 1982), the Grey Systems theory has attracted a large number of researchers and has been utilized in a variety of fields such as cultivated Areas, agricultural land and water use. Grey Systems theory focuses mainly on such systems with known and unknown partial information. Hence, the origin of the phrase “Grey” in “Grey Systems”. With rapid development of science and technology, more and more systems have the same characteristic as Grey Systems [3]. Explanation that makes forecasting clear to these uncertain systems have become a good stepping stone for further development in associated fields.

2. Cultivated Area and Economic Crops of Thailand[1] 2.1 General Agricultural Areas Affected The Climate change directly affects agriculture. How much water can be stored and developed as a surface water source as well as before studying the water volume depends on evidence of rain water in the past. It is important to know the cycle of water that will cause the natural water circulation. At present, there are several government agencies that oversee water resources in terms of quantity required to meet the needs of both consumption and agriculture adequately. The geographical regions in Thailand are divided into 4 regions: 1) Northern Region consists of 17 provinces, namely Chiang Rai, Phayao, Lampang, Lamphun, Chiang Mai, Mae Hong Son, Tak, Kamphaeng Phet, Sukhothai, Phrae, Nan, Uttaradit, Phitsanulok, Phichit, Nakhon Sawan, Uthai Thani and Phetchabun. 16 Chalermchai Puripat et al. / Proceeding – Science and Engineering (2018), Page 0014-031 2) Northeastern Region consists of 20 provinces, namely Loei, Nong Bua Lam Phu, Udon Thani, Bueng Kan, Nong Khai, Sakon Nakhon, Nakhon Phanom, Mukdahan, Yasothon, Amnat Charoen, Ubon Ratchathani, Si Sa Ket, Surin, Buri Ram, Maha Sarakham, Roi Et, Kalasin, Khon Kaen, Chaiyaphum and Nakhon Ratchasima. 3) Central Region consists of 26 provinces, namely Saraburi, Lop Buri, Sing Buri, Chai Nat, Suphan Buri, Ang Thong, Ayutthaya, Nonthaburi, Bangkok, Pathum Thani, Nakhon Nayok, Prachin Buri, Chachoengsao, Sa Kaeo, Chanthaburi, Trat, Rayong, Chon Buri, Samut Prakan, Samut Sakhon, Nakhon Pathom, Kanchanaburi, Ratchaburi, Samut Songkhram, Phetchaburi and Prachuap Khiri Khan. 4) Southern Region consists of 14 provinces, namely Chumphon, Ranong, Surat thani, Phangnga, Phuket, Krabi, Trang, Nakhon Si Thammarat, Phatthalung, Songkhla, Satun, Pattani, Yala and Narathiwat. (XV Agricultural Statistics of Thailand) 2.2 Area, Production, Yield per Rai, Farm Gate Price and Farm Gate Value[1] The agricultural production in Thailand has been declining in the last decade because farmers sell cheap rice and invest in cultivation, but the cultivation price is higher. The statistics is presented in Table 1 below. Table 1 Rice (Major and second rice): Area, production, yield per rai, farm gate price and farm gate value, 2007-2016 Year Planted Harvested Production Yield per Farm gate Farm gate area area (1,000 tons) rai (kg) price value (1,000 rais) (1,000 rais) (Baht per ton) (Million baht) 2007 67,616 63,532 29,990 472 11,271 338,017 2008 70,187 66,681 32,477 487 96,89 314,670 2009 69,824 66,772 32,023 480 9,973 319,365 2010 72,720 69,772 32,398 465 10,810 350,222 2011 80,767 75,747 36,004 475 11,841 426,323 2012 83,405 74,729 38,102 510 11,358 432,763 2013 77,135 73,027 36,762 503 10,085 370,745 2014 69,251 66,656 31,617 474 9,278 293,343 2015 63,201 60,175 27,421 456 9,403 257,840 2016 68,159 66,376 31,944 481 8,615 275,198 Source: (XV Agricultural Statistics of Thailand) 17 Chalermchai Puripat et al. / Proceeding – Science and Engineering (2018), Page 0014-031 3. Methodology 3.1 Grey model [6] Grey theory was brought forward and developed by Prof. Julong Deng(1982) in the twentieth century. Its research targets are those objects with incomplete information, uncertain concepts, and mechanisms with uncertain relationship. Its tasks are: (1) Invent a new method of establishing a grey model to overcome the weakness of probability and to find the rule among the confused, limited and discrete data; (2) Use the method to carry out respective analysis, forecast, decision and programming. Grey forecast can be processed with small quantity of data in a short time. From the sequence X(1) obtained from applying the first-order accumulative generation operator on sequence X(0), we can derive the sequence of generated mean value of consecutive neighbours recommended in the paper and the corresponding sizes and details in each part of the paper are shown in the Derived Matrix B from Yn.

x(1)(0) (0) (0) (0) x(2)  0.5(x(1)x(2))1   (0) (0)  .  0.5(x (2) x (3)) 1  YBn  . ......    .0.5(x(n1)x(n))1(0) (0)    (0) x(n) Compute to use grey system parameter and continuing all the notations from , then

a TT1 aˆ   B B B Y ...... (1) b  n

The solution, also known as time response function, of the whitenization equation:

(1) (1)bb at x(k1)x(1)ˆ   e  (2) aa Adjust the equation as follows.

 (1) (0)bb ak x (k 1) x (1)  e  ,k  1,2,...,m  1 (3) aa 3.2 The Grey Verhulst Model[6] 18 Chalermchai Puripat et al. / Proceeding – Science and Engineering (2018), Page 0014-031 The group X(0), which is sequenced by the initial data, X(1) is sorted by the accumulation generation method from X(0), then Z(1) follows the neighbours mean generation Of X(1) Given the equation,

(0) (1) (1)  x (k) az (k) b z (k) (4) (1) dx  ax(1) b x (1) ..... (5) dt The equation of the original equation has to be understood in GM (1,1). The fifth equation of the power generation in the equation is as follows.

1 x(t)e(1) (1a)at (1a)be  (1a)at dtc 1a (6)  We consider example to demonstrate the advantage of the optimized grey power model. The forecasting performance is evaluated according to the relative error defined by Mean average Percent Error Method.

1n x(0) (k) x (0) (k) MAPE 100(%),k 2,...,n (7) nx(k) (0) k1

3.3 The Innovation S-Curve One of the most famous concepts in Innovation is the Innovation S-Curve, the technology life cycle. This framework, which operates alongside the Bass Model, is used to determine performance in regards to time and effort [4]. It assists in determining the level of maturity of the industry / product.(http://www.galsinsights.com/the-innovation-s- curve/Posted on July 25, 2015)

The S-Curve of Innovation is a robust framework that can be used to analyze various industries at their differnt stages and to explain their successes and failures. The model has 19 Chalermchai Puripat et al. / Proceeding – Science and Engineering (2018), Page 0014-031 a lot of empirical evidence and assisted researchers in understanding what occured in the semiconductors industry.

Algorithm Grey Verhulst Model of Economic crop plant

Grey Model System

Cultivated area Water in dams

Irrigation office

Crop area using grown under The water using grown under regulated deficit irrigation regulated deficit irrigation

The Planting area of an Comparison The full amount of an agricultural or crop product. agricultural or crop product.

Prediction Prediction

Planting area Agricultural or crop

4 Numerical The retention of water during the rain causes less of a drain into which farmers will be planting crops that require less water. The factors to keep in mind is to grow to fit the amount of water to make the soil moist enough for cultivation. The results of the 2007 - 2016 rainfall average annual rainfall modelling are shown using Grey model of irrigation model to prepare for irrigation. The rainfall is dropped from the calculation of the predicted rainfall annually from 2005 - 2016 when the amount of water accumulation is likely to be reduced by the amount of 1,498.7907 mm, and later it will rain again, but it does not adversely affect the normal planting.

20 Chalermchai Puripat et al. / Proceeding – Science and Engineering (2018), Page 0014-031 Table 2 Rice (Major and second rice): Area, 2007-2016(GM(1,1)) Raw data Prediction data Different data MAPE 67,616 73,025.87 5,409.87465 0.080009 70,187 73,019.55 2,832.55342 0.040357 69,824 73,020.45 3,196.44591 0.045779 72,720 73,013.33 293.325617 0.004034 80,767 72,993.54 7,773.45927 0.096245 83405 72987.05 10417.9452 0.124908 77135 73002.47 4132.5294 0.053575 69251 73021.85 3770.85473 0.054452 63201 73036.73 9835.72966 0.155626 68159 73024.54 4865.53959 0.071385 70187 73019.55 2832.55342 0.040357

Discussion Planting area (73,014,538.97 rais) decreased from last year in all regions of Thailand. The farmers extend the planted area from the farm investment, add it or plant it in an empty area, however, the price of rice is high.

Figure 1 Symbol of the raw data and Prediction data

21 Chalermchai Puripat et al. / Proceeding – Science and Engineering (2018), Page 0014-031 Computing MAPE of Grey Verhulst Model The Grey Verhulst model was first introduced by a German biologist Pierre Franois Verhulst. The main purpose of Grey Velhulst model is to limit the whole development for a real system and it is effective in describing some increasing processes, such as an S-curve which has a saturation region. The amount of water is allocated to farmers for planting. Table 2. Table 2 Rice (Major and second rice): Area, 2007-2016(Grey Verhulst Model) Raw data Prediction data Different data MAPE 67,616 72,608.49 4,992.49425 0.073836 70,187 72,608.78 2,421.78067 0.034505 69,824 72,591.84 2,767.83741 0.03964 72,720 72,603.91 116.085547 0.001596 80,767 72,609.63 8,157.36867 0.100999 83,405 72,574.15 10,830.8508 0.129859 77,135 72,541.42 4,593.58089 0.059552 69,251 72,546.92 3,295.91964 0.047594 63,201 72,569.52 9,368.52096 0.148234 68,159 72,629.16 4,470.16427 0.065584 67,616 72,608.49 4,992.49425 0.073836

Figure.2 Comparison MAPE between GM(1,1) and Grey verhulst 22 Chalermchai Puripat et al. / Proceeding – Science and Engineering (2018), Page 0014-031 The prediction values of different models in this paper are shown in Table 3. We can see that all these models could give reasonable results. And from Fig 2, we can find that the optimize GM (1, 1) model have the good performance on predicting MAPE Grey verhulst agricultural sector of Thailand from 2007 to 2016.

Conclusion In order to increase the prediction accuracy, the original GM(1,1) model for prediction is proposed. There are two optimized aspects compared with Grey Verhulst Model. Firstly, cosine transform is used to improve the smoothness of original sequence. Secondly, the background value is optimized by index method. Thus, the restructured background value is more reasonable. Thirdly, the Optimized Grey Verhulst Model is used to search the parameters of GM (1, 1) in order to get better solution. At last, predicting results of inbound plant demand of Thailand from 2007 to 2016 show that the proposed optimized Grey Verhulst Model is preferable to other alternatives.

References [1] Lin Y, Chiu C, Lin Y, Lee P. (2013). Rainfall prediction using Innovative Grey model with dynamic index. Journal of Marine Science and Technology, Vol. 21, No. 1, pp. 63- 75. DOI:10.6119/JMST-011-1116-1. [2] Royal Irrigation Department of Thailand [3] Liu S, Lin Y. 2010. Grey systems theory and applications. Verlag Berlin Heidelberg: Springer. [4]Wang B, Liang XJ, Zhang H, Wang L, Wei Y. (2012). Vulnerability of hydropower generation to climate change in China: Results based on Grey forecasting model. Center for Energy and Environmental Policy Research, Beijing Institute of Technology, No. 5. [5] Yang G, Guo P, Huo L, Ren C. (2015). Optimization of the irrigation water resources for Shijin irrigation district in north China. Agricultural Water Management, 158 (2015): 82–98. [6] Liu Si-Feng, Yi Lin (2010), Grey Systems Theory and Applications .Springer :complexity (in Chinese). 23 Chalermchai Puripat et al. / Proceeding – Science and Engineering (2018), Page 0014-031 Mr. Chalermchai Puripat. ([email protected]) Educational Background: Certificate of primary school education, Debsirin School. Certificate of secondary education Debsirin School Bachelor of Science (B.Sc.) majoring in mathematics, Ramkhamhaeng University Master of Science (M.Sc.) Computer Science Institute of Technology, Ladkrabang. Currently doing Ph.D. in Mathematics at Institute of Technology, Pranakorn Work Experience: Teacher tutor mathematics, calculus, Ramkamhaeng University Year 1 & 2 Lecturer, tutor of mathematics teaching mathematics in high school and cram school. Write an article about "mathematics, I need to know" the publisher MAC Bangkok At present, Lecturer, Dept. of Planning and Development, Kasem Bundit University. Main Responsibility: teaching mathematics in civilization (MA.108). Teaching PD.324 SEMINAR IN PRODUCT DESIGN. Instruction and Research Works: 1. Water level monitoring system wireless to prevent floods. 2. Model of grey system for resource on dengue fever Experience in teaching and training. Mathematics teaching of calculus 1-2 engineering, Faculty of science. Teaching statistics, applied (MA 205), Faculty of engineering, Faculty of science. Teaching statistics in Elementary Statistics (MA 102), Faculty of science, Faculty of Arts Teaching statistics of Elementary Mathematics (MA 105) law school. The mathematics of derivatives (MA 202 Differential Equation), Faculty of Engineering

24 Chalermchai Puripat et al. / Proceeding – Science and Engineering (2018), Page 0014-031 Appendix S-curve mean and example S-shaped curves are numerous and different not only by essence, but mostly by names. They possessed many names2 through the history since in 1833 Belgian mathematician Pierre-Francois Verhulst proposed logistic equation as model of population growth. Basically all S-shaped curves can be subdivided symmetrically and non- symmetrically. In present topic we are going to apply most generic name which reflects the very essence: logistic curve of natural growth. Model of natural growth of autonomous systems in competition might be described by logistic equation and symmetric (simple) logistic S-curve where 'natural growth' is the tendency of parameters to increase it’s value during time (i.e. evolution). While something grow, something else is going to decline in accordance with First law of thermodynamics3. Therefore, any growing process is tightly linked with competition for resources. Many different types of competitions are recognized [6, 7]; but this question is out of our scope. In the scope of logistic equation the 'natural growth' is defined as the ability of a 'species' to multiply inside finite 'niche capacity' through a given time period. In other words, for technological systems, 'species' are growing variable (variable the value of which grows during time). For instance, efficiency of engine, population, size, weight, number of words, … i.e. value we are interested about. In engineering practice, a function of system and critical-to-quality features and their values are identified explicitly. 'Niche capacity' for engineering systems can be interpreted as available resources of space, time, substances, consumers and other material and non-material (e.g. knowledge, cultural needs) elements required for operation. Internal mechanism of natural growth under competition for resources can be presented various ways. For instance in system dynamic one of the patterns of system's behavior (system archetype) called 'limits to growth' is described with help of causal loop diagram the next way: 25 Chalermchai Puripat et al. / Proceeding – Science and Engineering (2018), Page 0014-031

Figure 1. Causal loop diagram for limits of growth Source: Braun, W. The System Archetypes. The Systems Modeling Workbook. 2002.

Figure 2. Arbitrary diagram for limits of growth Source: Braun, W. The System Archetypes. The Systems Modeling Workbook. 2002. For socio-technical systems the three-parameter S-shaped logistic growth model is applied to describe a continuous "trajectories" of system's growth or decline through time.  N(t)  1e t (1) Where, N(t) – number of 'species' or growing variable to study; e - the base of the natural system of logarithms, having a numerical value of approximately 2.71828.. The three parameters that specify the curve, are  , α, and β:  – is the asymptotic limit of growth5 (it might depend on available space, market niche, or carrying capacity); for case N(t) <<  , logistic model closely resembles exponential growth; α – growth rate parameter specifies "width" or "steepness" of S-curve; it is frequently replaced with a variable that qualifies time required for "trajectory" to grow from 10% to 26 Chalermchai Puripat et al. / Proceeding – Science and Engineering (2018), Page 0014-031 90% of limit  (carrying capacity), a period named characteristic duration, or Δt; β – parameter specifies the time (tm) when the curve reaches 0.5  or the midpoint of the growth trajectory N(tm)=  /2; point of inflection tm implies symmetry of simple logistic function; Usually the parameters α and β are calculated by fitting the data. Equation (1) is a solution of differential equation (2) applied as model for exponential

dN(t) N(t) N(t) 1   growth with limiting feedback: dt    (2)

N(t) 1 Where limiting term  is close to 1 if N(t) <<  and approach 0 as N(t)  In order to present each parameter explicitly, we apply fit to data for annual TRIZ publications in English from 1996 to 2006. Data collected on the basis of publications at conferences within the time span 1999-2006 (ETRIA6 TFC 2001-2006, and TRIZCON7) and publications on the website triz-journal.com 1997-2006. The same articles from different sources were taken into account just once. Prepared data to fit logistic curve are presented in Table 1. Table 1. Cumulative number of TRIZ publications in English (1996-2006) Year TRIZ Journal TRIZCON ETRIA TFC total, year cumulative 1996 5 5 5 1997 32 32 37 1998 70 70 107 1999 68 26 94 201 2000 65 32 97 298 2001 75 36 30 141 439 2002 86 41 51 178 617 2003 99 26 31 156 773 2004 87 27 49 163 936 2005 90 37 58 185 1121 2006 103 34 58 195 1316 Logistic curve is fitted to data using Loglet Lab version 1.1.4 software. Source: Annual Altshuller Institute for TRIZ Studies International Conference, USA 27 Chalermchai Puripat et al. / Proceeding – Science and Engineering (2018), Page 0014-031 [http://www.aitriz.org ]. The TRIZ Journal Article Archive [ http://www.triz-journal.com ]. http://phe.rockefeller.edu/LogletLab/

Figure 3. TRIZ publications in English How this fit is useful to forecast evolution of TRIZ publications can be checked later. The past data gives us opportunity to recognize a trend and to extrapolate it to the future. We are going to apply this example to illustrate the three parameters of simple logistic curve only. In the bottom of Figure 3 the raw residuals are presented. Residuals show how accurately the curve fits the data. Residual presents the difference between an observed value and the fitted value for the same value of time. A correct fit has residuals randomly above and below the x-axis. A cluster of consecutive points locating all above or all below the x-axis may indicate an inaccurate fit. Logistic S-curve represents cumulative growth of variable to study, when bell-shaped curve is a symbol of growth rate. If we count number of TRIZ publications year after year, the data will be close to the bell-shape distribution (so- called 'normal distribution'10). Data will represent a rate of growth. If the data will be represented as cumulative number of TRIZ publications, the data can be approximated using 28 Chalermchai Puripat et al. / Proceeding – Science and Engineering (2018), Page 0014-031 simple logistic S-curve. While the rate of grows follows a bell-shaped curve, the cumulative growth traces out an S-curve. If we have bell-shaped curve, the S-curve can be derived and vice versa (see Figure 4.)

Figure 4. Rate of growth and cumulative number of TRIZ publications

Source: Known as Gaussian distribution. Johann Carl Friedrich Gauss became associated with these distributions after he analysed astronomical data using them.

Algorithm for GM(1,1) Procedure GM(1,1) Input x(0) ; % is the raw data x(0)= x(0)(1),x(0)(2), x(0)(3),…, x(0)(n). Testing data % Testing data to show the initial data consistent with the prediction model. For i= 1 to n do Calculating x(1) base on the method of accumulated generating operation. End do For i= 1 to n-1 do Calculating background value z(1)

 T Using the least square method to calculate coefficients aab  ,  For i= 1 to n+j do Calculating the find values and the predicted values x(0) 29 Chalermchai Puripat et al. / Proceeding – Science and Engineering (2018), Page 0014-031 End do Error analysis with MAPE and RMSPE.

(0) (0) Output x ;;x MAPE and RMSPE. End

Algorithm for Grey Verhulst Model(GVM) Procedure GVM Input x(0) ; % is the raw data x(0)= x(0)(1),x(0)(2), x(0)(3),…, x(0)(m). For i = 1 to m do Calculating x(1) base on the method of accumulated generating operation. End do For I = 1 to m-1 do Calculating background values z(1) . End do

 T Using the least square method to calculate coefficients aab  ,  For I = 1 to m + j do Calculating the fitted values and the predicted values x(0) End do Error analysis with MAPE and RMSPE. Output x(0) ; x(0) MAPE and RMSPE. End

30 Chalermchai Puripat et al. / Proceeding – Science and Engineering (2018), Page 0014-031

Source: Agricultural Statistics of Thailand

Source: 2015 -2017 data from the Office of the Cane and Sugar Board Remark: Price in 2017 is the average price of Jan and Feb 31 Chalermchai Puripat et al. / Proceeding – Science and Engineering (2018), Page 0014-031

Available online at www.iseec2018.kbu.ac.th Proceeding Science and Engineering Area: Computer Science and Engineering, May 2018, Page 032-052 www.iseec2018.kbu.ac.th The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

A Systematic Review of Gamification in Healthcare Context Sakchai Muangsrinoon1 and Poonpong Boonpharm2 1Ph.D. Student, School of Informatics, Walailak University, Nakhon Si Thammarat, [email protected] 2Assoc. Prof., School of Informatics, Walailak University, Nakhon Si Thammarat, [email protected]

ABSTRACT Gamification is an emerging paradigm which aims to use game elements and techniques to solve the problem in non-game context. Gamification offers the motivation approach to motivate the player to handle the challenge tasks with game mechanics, game dynamics, and components. Nowadays, an open research problem is discovering the set of game elements that consistently result in a more probability of success for a given task or application. The primary objectives of this study are to review the literature of gamification in healthcare context and identify the most common game elements and propose a term of game elements that can be applied in the healthcare context. The reviewed literature was first coded author-centrally. After each paper was scrutinized for the analysis, the perspective was pivoted, and further analyses were conducted concept-centrally. In this study, the reviewed literature on gamification in Healthcare domain was scrutinized. The game elements were analyzed in the review. The results report that the fifteen differences game elements were reported in the literature. The game elements were subsequently grouped based on their types, into game dynamics, game mechanics, and components. The identification of the game elements was formed based on how the authors referred to the elements in their paper, without further analysis on similarities or differences between the elements featured in different studies. Although this identification of elements was imprecise, and significant differences between the elements in the same group could be found, according to the number of the reviewed papers, a more detailed analysis of the implemented elements would have been challenging and considerably more time- consuming. The analysis of the elements also explains that in addition to game dynamics, game mechanics, and components are also a common form of gamifying. The favorable game elements identified have the potential to be embedded into gamification platforms in healthcare context to engage and motivate the players to change their health behavior in the better direction.

Keywords: Gamification, Game Elements, Review, Healthcare

33 Sakchai Muangsrinoon and Poonpong Boonpharm / Proceeding – Science and Engineering (2018), Page 032-052

1. Introduction Gamification is an emerging paradigm which aims to use game elements and techniques to solve the problem in non-game context. Gamification offers the motivation approach to motivate the player to handle the challenge tasks with game mechanics, game dynamics, and components. Gamification can be applied in almost every area of knowledge. The most common areas of using gamification are followed: (a) education, not only with applications or serious games but the form can also gamify teaching to increase academic performance. (b) entertainment, gamification is used to improve user experience and ensure loyalty. (c) health, there are many examples of gamified applications of telemedicine, and self-learning about diseases and to support the treatment and diagnosis. (d) Business environments, trying to improve the productivity and satisfaction of workers. Furthermore, (e) marketing, where gamification can enhance the visualization of the product and becomes it nearer to the final consumer. There is some gap in the definition and classification of game elements in the gamified system in the healthcare context. The primary objectives of this study were to review the literature of gamification in healthcare context and identify the most common game elements and propose a term of game elements that could be applied in the healthcare context. This paper is organized as follows: Section 2 is dedicated to exploring the related works related to gamification. Section 3 describes the performed systematic review of gamification for Healthcare. Section 4 presents the results of a Systematic Review of Gamification Research in Healthcare Context. Finally, Section 5 concludes the paper.

2. Related Works 2.1. Gamification The most commonly define “Gamification” as the following statements: Deterding, S. et al. [25] defined gamification as the use of game design elements in non-game contexts. Bunchball.com [23] defined gamification as the use of game mechanics to non-game activities to influence people‘s behavior. Gabe Zichermann et al. [24] defined gamification as the process of using game thinking and game mechanics to engage audiences and solve 34 Sakchai Muangsrinoon and Poonpong Boonpharm / Proceeding – Science and Engineering (2018), Page 032-052 problems. If we want to simplify the definition of gamification, then we might think of it as the application of the essential elements that make games fun and engaging to things that typically are not considered a game. Game elements are typical engaging elements found in real games. The instance of game elements such as achievements, avatars, badges, boss fights, collections (resources), combat, Content unlocking, gifting, leaderboards, levels (Progression), points, quests, rewards, social graph, teams, and virtual goods. Furthermore, Game design techniques: Games are more than merely including game elements, and Thinking like a game designer. Addition, Non-game contexts are anything other than the actual game such as business, school, social impact, personal improvement.

3. Method 3.1. Research Questions This research question was elaborated to meet the purpose of the study. RQ: Which game elements are being implemented in the research of healthcare context? Thus, the authors conducted a systematic review to answer the formulated RQ. The flow to perform the systematic the review was the following: First, to determine the electronic database(s) were exploring state of the art related to the objectives of this study. Second, to identify the target keywords and define the searching string. Third, to determine inclusion/exclusion criteria, i.e., the mandatory eligibility factors to include documents into the current study. Forth, to screen those documents that previously accomplished the eligibility factors using the title and abstract. Fifth, based on the content of the papers, to select those documents that provide information about game elements; Lastly Sixth, to determine the metrics, to characterize them and deliver the results of this systematic review.

3.2. Data Collection 3.2.1. Database searched The electronic databases searched in this review included those identified as relevant to gamification, health, and healthcare and well-being: ACM (Association for Computing Machinery), IEEE (Institute of Electrical and Electronics Engineers), and Science Direct. 35 Sakchai Muangsrinoon and Poonpong Boonpharm / Proceeding – Science and Engineering (2018), Page 032-052

3.2.2. Search terms The search terms that the authors used included a term for gamification, gamified, health, and healthcare: (“gamif*” AND “health*”). 3.2.3. Inclusion/exclusion criteria Inclusion criteria: Term fulfill one of the search strings; Journals, Conferences; Publications during 2013-2018; and Papers were written in English. Exclusion criteria: Papers that did not relate to gamification and healthcare; Papers which were available only abstract; Workshop’s paper; Gamification which was implemented in non-health context; Duplicated study. 3.2.4. Selection procedure Extract data from the title, abstract, and keywords. Extract data from introduction, methods, and conclusions.

3.3. Data Analysis 3.3.1. Coding of Papers Coding of game elements: game dynamics, game mechanics, and components. Coding of methods: (a) Study design – a randomized control trial (RCT), a quasi- experimental design, a survey, a correlational design or a qualitative design. (b) Sampling – a sampling of participants. (c) Sample – detail of sample included the mean age, age range, number, and gender of participants. (d) Between-group comparisons. (e) Data collection. (f) Data analysis – statistical methods used and the rationale for the methods of data analysis are described. Moreover, (g) Results and conclusions.

Figure 1 Flow diagram of the systematic review process. 36 Sakchai Muangsrinoon and Poonpong Boonpharm / Proceeding – Science and Engineering (2018), Page 032-052

4. Results 4.1. Papers identified by search terms. gamif* = gamification, gamified, and gamifying. health* = health, healthcare. (“gamif*” AND “health*”) = (gamification OR gamified OR gamifying) AND (health OR healthcare) 4.2. Papers selected using the author's inclusion/exclusion criteria. Table 1 Summary of the extract data from the papers (Appendix for more detail). Year Authors Problem Points Proposal Type of Studies Performance Design Evaluation 2013 Giannakis, K., To The authors An experimental Augmented feedback Chorianopoulos experimentally employed a four- study to log from mobile self- , K., and examine week long various attributes, tracking devices can Jaccheri, L. whether experiment with such as time, promote working out, (2013). User exercising with five users who were distance, speed but there is also a Requirements real-time asked to perform (mean and trade-off between for Gamifying augmented multiple workouts highest), calories, increased anxiety and Sports Software feedback to the with two levels of elevation, and disorientation. Thus, [4] user can gamification. show of athlete’s They suggest that promote and route on Google sports tracking encourage Maps and post- software should be casual athletes exercise modest about how to improve their Questionnaires. much and what type performance. of visual information it provides to the user. 2013 Vella, K., To investigate The authors An online survey Results indicated that Johnson, D., how the present a with Four age, social play, and Hides, L. gameplay hierarchical hundred and relatedness during (2013). multiple regression twenty-nine gameplay and flow Positively to determine if, participants on were positively playful: When controlling for age gameplay associated with player video games and gender, current wellbeing. lead to player gameplay choices Implications for our wellbeing [19] (amount of play, understanding of game genre, mode player well-being, as 37 Sakchai Muangsrinoon and Poonpong Boonpharm / Proceeding – Science and Engineering (2018), Page 032-052

Year Authors Problem Points Proposal Type of Studies Performance Design Evaluation of play) and play well as directions for experience (flow, future research, are psychological need discussed. satisfaction) predicted current wellbeing. 2014 Chen, F., King, To study the The authors Experimental They concluded with A.C., and potential impact present a 2x2 study and semi- a discussion on the Hekkler, E.B. of focusing on experimental study structured potential impact of (2014). “healthifying” (N = 44), using a interviews focusing on both “Healthifying” exergames— favorite exergame, game and exercise. Exergames: highlighting an where they vary Improving exergames’ dual the framing of Health purpose as both intention and Outcomes a game and feedback to through exercise—as explore their Intentional opposed to unique and Priming. [1] gamifying health interactive impacts behaviors. on perceived exertion, objectively measured energy expenditure, affect, and duration of usage in a single session. 2014 Chen, Y., and To investigate The authors Experimental Results showed that Pu, P. (2014). the aspect of developed a study users significantly HealthyTogethe social mobile game, enhanced physical r: Exploring interaction and HealthyTogether, to activities using Social how users play understand how HealthyTogether Incentives for games together users interact in compared with when Mobile Fitness in a group different group they exercised alone Applications. [2] remains an gamification by up to 15%. Among open subject. settings: the group settings, 38 Sakchai Muangsrinoon and Poonpong Boonpharm / Proceeding – Science and Engineering (2018), Page 032-052

Year Authors Problem Points Proposal Type of Studies Performance Design Evaluation competition, cooperation (21% cooperation, or increase) and hybrid hybrid. (18% increase) outperformed competition (8% increase). 2014 Nacke, L.E. To track social The authors Correlational The results supported Klauser, M., and behavior change developed social study that game mechanics Prescod, P. in social player metrics in a aiming at social (2014). Social network games. quantitative study interactions could player analytics of player behavior motivate players to in a Facebook in a social health solve more missions, health game. game called to fulfill more healthy [12] Healthseeker. goals and to play the game longer. Table 1 shows the summary of the extract data from the selected papers: the published year, authors and title, the problem points, proposal, type of studies design, and performance evaluation. Although, the gamified system is not the real game. There was some paper included the real game in their studies [1],[2],[19].

4.3. Game elements used in papers. Table 2 Game elements: Dynamics used in papers. [21] Dynamics Definition Papers Constraints Constraints are the limitations or trade-offs that are required in the design process. Emotions Emotions are a driving part of gamification. Narrative Narrative refers to the storyline that threads its way through a game. [21] Progression Progression describes the growth and development that occurs as a player [8] navigates a game. As the player engages with the game, their understanding, skills, and abilities progress. Relationships Relationships explain the social interactions that occur when games are played. [12], These interactions often generate feelings of camaraderie, altruism, and status. [15] Table 2 indicates that Dynamics were used in the papers: two for relationships, and one for narrative and progress. 39 Sakchai Muangsrinoon and Poonpong Boonpharm / Proceeding – Science and Engineering (2018), Page 032-052

Table 3 Game elements: Mechanics used in papers. [21] Mechanics Definition Papers Challenges Challenges are the tasks presented that prompt the user to generate a [12], [22], [8], solution. [1] Chance Chance defines the element(s) of randomness in a game. A random [12] event may stimulate a user's curiosity or keep a player engaged as they anticipated the next occurrence of the random event. Competition Competition is a typical, intuitive mechanic associated with games. One [2], [22] player or group wins while another, or even others, lose. Cooperation Cooperation associated closely with the competition. The players who [2], [12] work together to achieve their common goal often win the game. Feedback Feedback refers to providing information as to how a player is doing. [4], [2], [12], [22], [5], [8], [1] Resource a unique feature of games. Acquisition Rewards Rewards are those benefits a user gets for completing some action or [12] reaching some achievement. Transactions Transactions are trades between users, either directly or through an [12] intermediary. Turns Turns are a familiar mechanic of games. The sequential participation of [12] alternating players keeps a game moving forward. Win states Win states represent an essential element of games that describes the [6] objectives that make one player the winner. Table 3 indicates that Mechanics were used in the papers: seven for feedback, four for challenges, two for competition and cooperation, and one for the rest of mechanics. However, Resource acquisition was not used.

40 Sakchai Muangsrinoon and Poonpong Boonpharm / Proceeding – Science and Engineering (2018), Page 032-052

Table 4 Game elements: Components used in papers. [21] Components Definition Papers Achievements defined objectives Avatars visual representations of a player's character [5], [1] Badges visual representations of achievements [2], [6], [1] Boss Fights especially hard challenges at the culmination of a level Collections sets of items or badges to accumulate Combat a defined battle, typically short-lived Content aspects available only when players reach objectives Unblocking Gifting opportunities to share resources with others Leaderboards visual displays of player progression and achievement [12], [15], [22], [1] Levels defined steps in the player progression [12], [15], [22], [1] Points numerical representations of game progression [4] ,[2], [15], [22], [6], [8], [1] Quests predefined challenges with objectives and rewards [12] Social Graph representation of players' social network within the game [12] Teams The players who work together to achieve their common goal often win the game. Virtual Goods game assets with a perceived or real-money value [6] Table 4 shows that Components were used in the papers: seven for points, four for levels and leaderboards, three for badges, two for avatars, and one for quests, social graph, and virtual goods, while the rest components were not used. 41 Sakchai Muangsrinoon and Poonpong Boonpharm / Proceeding – Science and Engineering (2018), Page 032-052

Conclusion In this paper, the authors had evidenced the broad interpretation of game elements, including a different terminology to define the way in which gamification was developed. Using Werbach, K., and Hunter, D. [21] as the reference, the authors proposed the use of game elements as aseptic but concrete terminology or technique when the authors needed to remark the proved effectiveness of game elements. A systematic review had been conducted that proved the wide variety of game elements, being retrieved a total of twenty terms of game elements from twenty-one selected papers that were screened from a total of eighty-two documents. Only a few terms were used: points, feedback, levels, leaderboards, challenges, badges, avatars, competition, and cooperation. However, only some could be considered actual elements of mechanics and that had not a similar abstraction level.

References [1] Chen, F., King, A.C., and Hekkler, E.B. (2014). “Healthifying” Exergames: Improving Health Outcomes through Intentional Priming. In Proceedings of the SIGCHI Conference on Human Factors in Computing Systems(CHI'14). ACM, New York, NY, USA, 1855-1864. DOI: https://doi.org/10.1145/2556288.2557246 [2] Chen, Y., and Pu, P. (2014). HealthyTogether: Exploring Social Incentives for Mobile Fitness Applications. In Proceedings of the Second International Symposium of Chinese CHI (Chinese CHI '14). ACM, New York, NY, USA, 25-34. DOI=10.1145/2592235.2592240 http://doi.acm.org/10.1145/2592235.2592240 [3] Geelan, B. et al. (2016). Augmented Exergaming: Increasing Exercise Duration in Novices. In Proceedings of the 28th Australian Conference on Computer-Human Interaction (OzCHI '16). ACM, New York, NY, USA, 542-551. DOI: https://doi.org/10.1145/3010915.3010940 [4] Giannakis, K., Chorianopoulos, K., and Jaccheri, L. (2013). User Requirements for Gamifying Sports Software. In Proceedings of the 3rd International Workshop on Games and Software Engineering: Engineering Computer Games to Enable Positive, Progressive Change (GAS '13). IEEE Press, Piscataway, NJ, USA, 22-26. 42 Sakchai Muangsrinoon and Poonpong Boonpharm / Proceeding – Science and Engineering (2018), Page 032-052

[5] Goh, D.C.R., Tan, A.C.H., and Lee, J.S.A. (2017). Gamification of Heel Raise Plantarflexion Physiotherapy. In Proceedings of the 2nd International Workshop on Multimedia for Personal Health and Health Care (MMHealth '17). ACM, New York, NY, USA, 35-43. DOI: https://doi.org/10.1145/3132635.3132638 [6] Herpich, M., Rist, T., and André, E. (2017). Co-Designing a Recommender System for the Elderly. In Proceedings of the 10th International Conference on PErvasive Technologies Related to Assistive Environments(PETRA'17). ACM, New York, NY, USA, 52-55. DOI: https://doi.org/10.1145/3056540.3064948 [7] Herpich, M., Rist, T., and André, E. (2017). Towards a Gamified Recommender System for the Elderly. In Proceedings of the 2017 International Conference on Digital Health (DH '17). ACM, New York, NY, USA, 211-215. DOI: https://doi.org/10.1145/3079452.3079500 [8] Kappen, D.L., Mirza-Babaei, P., and Nacke, L.E. (2017). Gamification through the Application of Motivational Affordances for Physical Activity Technology. In Proceedings of the Annual Symposium on Computer-Human Interaction in Play (CHI PLAY '17). ACM, New York, NY, USA, 5-18. DOI: https://doi.org/10.1145/3116595.3116604 [9] Kosoris, N. et al. (2016). Virtually Transforming DETECT: Moving a 2-D gamified health assessment to Virtual Reality. In Proceedings of the 20th ACM SIGGRAPH Symposium on Interactive 3D Graphics and Games (I3D '16). ACM, New York, NY, USA, 207-208. DOI: https://doi.org/10.1145/2856400.2876009 [10] Litovuo, L., Makkonen, H., Aarikka-Stenroos, L., Luhtala, L., and Makinen, S. (2017). Ecosystem Approach to Medical Game Development: The Relevant Actors, Value Propositions, and Innovation Barriers. In Proceedings of the 21st International Academic Mindtrek Conference (AcademicMindtrek '17). ACM, New York, NY, USA, 35-44. DOI: https://doi.org/10.1145/3131085.3131104 [11] Mollee, J.S., Middelweerd, A., Kurvers, R.L., and Klein M.C.A. (2017), What technological features are used in smartphone apps that promote physical activity? A review and content analysis. Personal Ubiquitous Comput. 21, 4 (August 2017), 633-643. DOI: https://doi.org/10.1007/s00779-017-1023-3 43 Sakchai Muangsrinoon and Poonpong Boonpharm / Proceeding – Science and Engineering (2018), Page 032-052

[12] Nacke, L.E. Klauser, M., and Prescod, P. (2014). Social player analytics in a Facebook health game. In Proceedings of HCI Korea (HCIK '15). Hanbit Media, Inc., South Korea, 180-187. [13] Orji, R., Nacke, L.E., Marco, C.D. (2017). Towards Personality-driven Persuasive Health Games and Gamified Systems. In Proceedings of the 2017 CHI Conference on Human Factors in Computing Systems (CHI '17). ACM, New York, NY, USA, 1015- 1027. DOI: https://doi.org/10.1145/3025453.3025577 [14] Pablo, T., Carina, G., Jaime, B., and Silvia, V. (2016). Enhancing phonological awareness in Children with Dyslexia. In Proceedings of the 4th Workshop on ICTs for improving Patients Rehabilitation Research Techniques (REHAB '16), Habib M. Fardoun, Ví ctor Ruiz Penichet, Daniyal M. Alghazzawi, and Pedro Gamito (Eds.). ACM, New York, NY, USA, 121-124. DOI: https://doi.org/10.1145/3051488.3051518 [15] Saksono, H. (2015). Spaceship Launch: Designing a Collaborative Exergame for Families. In Proceedings of the 18th ACM Conference on Computer Supported Cooperative Work; Social Computing (CSCW '15). ACM, New York, NY, USA, 1776-1787. DOI: https://doi.org/10.1145/2675133.2675159 [16] Shameli, A., Althoff, T., Saberi, A., and Leskovec, J. (2017). How Gamification Affects Physical Activity: Large-scale Analysis of Walking Challenges in a Mobile Application. In Proceedings of the 26th International Conference on World Wide Web Companion (WWW '17 Companion). International World Wide Web Conferences Steering Committee, Republic, and Canton of Geneva, Switzerland, 455-463. DOI: https://doi.org/10.1145/3041021.3054172 [17] Tondello, G., Orji, R., and Nacke, L.E. (2017). Recommender Systems for Personalized Gamification [18] Tong, X. et al. (2017). Chasing Lovely Monsters in the Wild, Exploring Players’ Motivation and Play Patterns of Pokémon Go: Go, Gone or Go Away? In Companion of the 2017 ACM Conference on Computer Supported Cooperative Work and Social Computing (CSCW '17 Companion). ACM, New York, NY, USA, 327-330. DOI: https://doi.org/10.1145/3022198.3026331 44 Sakchai Muangsrinoon and Poonpong Boonpharm / Proceeding – Science and Engineering (2018), Page 032-052

[19] Vella, K., Johnson, D., and Hides, L. (2013). Positively playful: When video games lead to player wellbeing. In Proceedings of the First International Conference on Gameful Design, Research, and Applications (Gamification '13). ACM, New York, NY, USA, 99- 102. DOI=http://dx.doi.org/10.1145/2583008.2583024 [20] Vourvopoulos, A., Faria, A.L., Ponnam, K., and Badia, S.B. (2014) RehabCity: design and validation of a cognitive assessment and rehabilitation tool through gamified simulations of activities of daily living. In Proceedings of the 11th Conference on Advances in Computer Entertainment Technology (ACE '14). ACM, New York, NY, USA, Article 26, eight pages. DOI: https://doi.org/10.1145/2663806.2663852 [21] Werbach, K. and Hunter, D. (2012). For the Win: How game thinking can revolutionize your business. Wharton Digital Press. Philadelphia. [22] Zhao, Z., EtemadAnthony, S.A., and Arya, A. (2016). Motivational Impacts and Sustainability Analysis of a Wearable-based Gamified Exercise and Fitness System. In Proceedings of the 2016 Annual Symposium on Computer-Human Interaction in Play Companion Extended Abstracts (CHI PLAY Companion '16). ACM, New York, NY, USA, 359-365. DOI: https://doi.org/10.1145/2968120.2987726 [23] Bunchball.com. (2010), Gamification 101: An Introduction to the Use of Game Dynamics to Influence Behavior.http://www.bunchball.com/gamification/gamification101.pdf [24] Zichermann, G., and Cunningham, C. (2011). Gamification by Design: Implementing Game Mechanics in Web and Mobile Apps. O'Reilly Media, 2011. [25] Deterding, S., Dixon, D., Khaled, R., and Nacke, L. (2011), From Game Design Elements to Gamefulness:Defining “Gamification”. In MindTrek’11, September 28-30, 2011, Tampere, Finland. ACM, 2011

45 Sakchai Muangsrinoon and Poonpong Boonpharm / Proceeding – Science and Engineering (2018), Page 032-052

Author’s Profile

1) Mr. Sakchai MUANGSRINOON is a Ph.D. student program in Management of Information Technology. His e-mail and postal address are as follows: [email protected] School of Informatics, Walailak University, Nakorn Si Thammarat, 80160 Thailand.

2) Dr. Poonpong BOONBRAHM is an Associate Professor and Dean of School of Informatics, Walailak University, Thailand. He has co-authored many publications related to applications of information technology in education, engineering, and medicine. His current research of interests included Human-Computer Interactions (HCI), Real-Time Collaborative Augmented Reality and Applications of Augmented Reality and Virtual Reality technology in areas such as Virtual Fitting Room and Medical Training. His e-mail and postal address are as follows: [email protected] School of Informatics, Walailak University, Nakorn Si Thammarat, 80160 Thailand.

Appendix Table 1 Summary of the extract data from the papers.

Year Authors Problem Points Proposal Type of Studies Design Performance Evaluation 2013 Giannakis, K., To experimentally The authors employed An experimental Augmented feedback Chorianopoulos, examine whether a four-week long study to log various from mobile self-tracking K., and Jaccheri, exercising with experiment with five attributes, such as devices can promote L. (2013). User real-time users who were asked time, distance, speed working out, but there is Requirements for augmented to perform multiple (mean and highest), also a trade-off between Gamifying Sports feedback to the workouts with two calories, elevation, increased anxiety and Software [4] user can promote levels of gamification. and show of disorientation. Thus, They and encourage athlete’s route on suggest that sports casual athletes to Google Maps and tracking software should improve their post-exercise be modest about how performance. Questionnaires. much and what type of visual information it provides to the user. 2013 Vella, K., To investigate how The authors present a An online survey with Results indicated that age, Johnson, D., and the gameplay hierarchical multiple Four hundred and social play, relatedness Hides, L. (2013). regression to twenty-nine during gameplay and flow Positively playful: determine if, participants on were positively associated When video controlling for age and gameplay with player wellbeing. games lead to gender, current Implications for our player wellbeing gameplay choices understanding of player 46 Sakchai Muangsrinoon and Poonpong Boonpharm / Proceeding – Science and Engineering (2018), Page 032-052

Year Authors Problem Points Proposal Type of Studies Design Performance Evaluation [19] (amount of play, game well-being, as well as genre, mode of play) directions for future and play experience research, are discussed. (flow, psychological need satisfaction)predicted current wellbeing. 2014 Chen, F., King, To study the The authors present a Experimental study They concluded with a A.C., and Hekkler, potential impact of 2x2 experimental study and semi-structured discussion on the E.B. (2014). focusing on (N = 44), using a interviews potential impact of “Healthifying” “healthifying” favorite exergame, focusing on both game Exergames: exergames— where they vary the and exercise. Improving Health highlighting an framing of intention Outcomes exergames’ dual and feedback to through purpose as both a explore their unique Intentional game and and interactive impacts Priming. [1] exercise—as on perceived exertion, opposed to objectively measured gamifying health energy expenditure, behaviors. affect, and duration of usage in a single session. 2014 Chen, Y., and Pu, To investigate the The authors developed Experimental study Results showed that users P. (2014). aspect of social a mobile game, significantly enhanced HealthyTogether: interaction and HealthyTogether, to physical activities using Exploring Social how users play understand how users HealthyTogether Incentives for games together in interact in different compared with when Mobile Fitness a group remains an group gamification they exercised alone by Applications. [2] open subject. settings: competition, up to 15%. Among the cooperation, or hybrid. group settings, cooperation (21% increase) and hybrid (18% increase) outperformed competition (8% increase). 2014 Nacke, L.E. To track social The authors developed Correlational study The results supported Klauser, M., and behavior change in social player metrics in that game mechanics Prescod, P. social network a quantitative study of aiming at social (2014). Social games. player behavior in a interactions could player analytics social health game motivate players to solve in a Facebook called Healthseeker. more missions, to fulfill health game. [12] more healthy goals and to play the game longer. 2014 Vourvopoulos, The current The authors present Correlational study These findings suggested A., Faria, A.L., limitations of the design, that RehabCity was a valid 47 Sakchai Muangsrinoon and Poonpong Boonpharm / Proceeding – Science and Engineering (2018), Page 032-052

Year Authors Problem Points Proposal Type of Studies Design Performance Evaluation Ponnam, K., and traditional implementation, and tool for the quantitative Badia, S.B. (2014) rehabilitation validation of RehabCity, assessment of patients RehabCity: design methods push an online game with cognitive deficits and validation of towards the design designed for the derived from a brain a cognitive of personalized rehabilitation of lesion. assessment and tools that can be cognitive deficits rehabilitation used intensively by through a gamified tool through patients and approach to activities gamified therapists in clinical of daily living (ADLs) simulations of or at home activities of daily environments. living. [20] 2015 Saksono, H. How can The authors designed Interview the focus The findings highlighted (2015). Spaceship exergames be Spaceship Launch, an group the impact of SL on Launch: designed to avoid exergame for parents physical activity Designing a potential negative and kids in lower- intentions, and how Collaborative consequences of income neighborhoods, parental preferences for Exergame for competition? where obesity is most the in-game competition Families [15] prevalent. They were aligned with the describe our iterative psychological needs of design process: the relatedness and formative study to competence. They identify design concluded with design opportunities, our recommendations for resulting system, and future family-focused our field evaluation of exergames. the tool. 2016 Geelan, B. et al. The problem of The author's reports on Experimental study Preliminary results (2016). lack of motivation an initiative designed to and Survey, 24 indicated that augmenting Augmented for and increase both the participants (9 male traditional exercise Exergaming: engagement in duration of exercise and 15 female), aged equipment with gamified Increasing exercise is well activity and the between 18 and 67 elements could increase Exercise Duration known, and so intensity of exercise (mean 31.5), and a the time spent exercising in Novices [3] identifying activity, through a mean Body Mass when compared to non- techniques to gamified exercise Index of 27.1 (SD gamified exercise improve solution. 3.93). equipment. engagement in exercise activities is worthy of investigation. 2016 Kosoris, N. et al. To develop The authors proposed Some aspects of user (2016). Virtually gamification of the the 2D Heads-Up response to immersion Transforming health assessment. Display based gamified required significant DETECT: Moving health assessment; the changes to gameplay 48 Sakchai Muangsrinoon and Poonpong Boonpharm / Proceeding – Science and Engineering (2018), Page 032-052

Year Authors Problem Points Proposal Type of Studies Design Performance Evaluation a 2-D gamified entire project was mechanics. Iterative, health translated to 3D Virtual collaborative assessment to Reality under significant development was critical Virtual Reality [9] constraints. to increasing gamification while maintaining a useful assessment tool. 2016 Pablo, T., Carina, To improve The authors used a a quasi-experimental The research showed G., Jaime, B., and phonological quasi-experimental scientific method significant differences, Silvia, V. (2016). awareness in scientific method with with Pre-test Post- with a 95% confidence Enhancing children with a sample of 12 test. level, in the experimental phonological dyslexia by using a children, aged between population after applying awareness in computer game 6 to 12 years, divided the gaming strategies. Children with designed into two groups: These results exceed Dyslexia [14] specifically for this experimental (six) and those of previous studies study and applying control (six). They with digital gaming it as an apply the T.E.D.E. test resources and pave the educational with the pre-test and way for the second stage resource in a post-test methodology of research with a broader formal-inclusive for the whole sample. population1. educational The experimental environment. sessions lasted about 20 minutes per day, three times per week, for five weeks, for a total of 15 sessions. 2016 Zhao, Z., To investigate the The authors reported Experimental study The initial results seem to EtemadAnthony, motivational the early results of a and pre and post- support the notion of S.A., and Arya, A. effects of using long-term (70-day) study questionnaires using the gradual addition (2016). sensor-based study of using of features or changes as Motivational games to promote wearable activity means of sustaining the Impacts and daily exercise, as trackers and participants’ interest and Sustainability well as how gamification to usage. Analysis of a different methods promote exercise and Wearable-based of releasing the being more active. Gamified Exercise application and its and Fitness updated features System [22] may affect user’s enthusiasm and the game’s life- cycle. 2017 Goh, D.C.R., Tan, To expand on the The authors proposed Experimental study In preliminary studies, the A.C.H., and Lee, development of a a game where players and interviews game had been evaluated J.S.A. (2017). custom control an avatar to to have some positive Gamification of measurement jump onto platforms effects on older adults, 49 Sakchai Muangsrinoon and Poonpong Boonpharm / Proceeding – Science and Engineering (2018), Page 032-052

Year Authors Problem Points Proposal Type of Studies Design Performance Evaluation Heel Raise device for heel by executing heel such as increased Plantarflexion raise physiotherapy raises. motivation and the Physiotherapy [5] that uses the tendency to perform concept of more repetitions of the gamification to exercise. promote and motivate users to participate in heel raise exercises 2017 Herpich, M., Rist, To promote a The authors investigate Experimental study They draw conclusions T., and André, E. healthy lifestyle in how far rewarding that would guide their (2017). Co- and to increase the schemes as known work towards a gamified Designing a well-being of older from computer games version of CARE. Recommender adults, they have could be deployed to System for the extended a digital increase user Elderly. [6] picture frame – the appreciation of the CARE system - that CARE system. interleaves a picture display mode with a recommended mode. 2017 Herpich, M., Rist, To promote a The authors investigate Predefined questions They drew conclusions T., and André, E. healthy lifestyle the use of gamification for semi-structured that would guide their (2017). Towards and to increase the as a means to increase interviews work towards a gamified a Gamified well-being of older user appreciation of version of CARE. Recommender adults. the CARE system. To System for the this end, we arranged Elderly [7] two co-design workshops with peer- groups of senior citizens. 2017 Kappen, D.L., There are no The authors conducted an online survey with The results suggested Mirza-Babaei, P., previous an online survey of 150 150 participants using health-related pressures and Nacke, L.E. comparisons of participants using the the Exercise are significant motivations (2017). either the Exercise Motivations Motivations for PA in different age Gamification motivation to Inventory-2 scale (EMI- Inventory-2 scale groups. Additionally, a through the participate in 2) together with long- (EMI-2) content analysis of Application of physical activity form questions to preferences allowed us to Motivational (PA) or explore motivational distinguish between Affordances for motivational affordances and PA gamified motivational Physical Activity affordances that technology preferences affordances and feedback Technology [8] facilitate PA in in four age groups. elements. These results different age provide age-group-specific 50 Sakchai Muangsrinoon and Poonpong Boonpharm / Proceeding – Science and Engineering (2018), Page 032-052

Year Authors Problem Points Proposal Type of Studies Design Performance Evaluation groups. gamification design guidelines for incorporating motivational elements in PA technology

2017 Litovuo, L., To explore the The authors presented thematic interviews The result gave a Makkonen, H., medical game 12 actor groups, their with 24 interviewees comprehensive view of Aarikka-Stenroos, ecosystem and value propositions, and the actual medical game L., Luhtala, L., reveals the the barriers between ecosystem that was and Makinen, S. reciprocal value the actors. needed to utilize the full (2017). propositions of the potential of gamification Ecosystem relevant actors of and serious games in the Approach to medical game healthcare sector. Medical Game ecosystems, as Development: well as barriers The Relevant that may be Actors, Value complicating or Propositions, and hindering Innovation realization of the Barriers [10] value propositions. 2017 Mollee, J.S., To investigate the The authors presented Correlational study The results indicated that Middelweerd, A., current landscape a framework to rate apps could be improved Kurvers, R.L., and of smartphone the extent to which substantially regarding Klein M.C.A. apps that promote such apps incorporate their utilization of the (2017), What physical activity for technological features. possibilities that current technological healthy adults. Additionally, They mobile technology offers. features are used indicated that the in smartphone physical activity apps that promotion reviewed promote physical apps implemented an activity? A review average of eight and content techniques and analysis [11] functions. 2017 Orji, R., Nacke, To prove that the The authors conducted Correlational study The results revealed that L.E., Marco, C.D. simple game-based a large-scale study of people’s personality traits (2017). Towards efficient system 660 participants to played a significant role in Personality- could increase investigate how the perceived driven Persuasive people efficacy. different personalities persuasiveness of Health Games respond to various different strategies. and Gamified persuasive strategies Conscientious people Systems [13] that were used in tend to be motivated by active health games goal setting, simulation, and gamified systems. self-monitoring, and 51 Sakchai Muangsrinoon and Poonpong Boonpharm / Proceeding – Science and Engineering (2018), Page 032-052

Year Authors Problem Points Proposal Type of Studies Design Performance Evaluation feedback; people who were more open to experience were more likely to be demotivated by rewards, competition, comparison, and cooperation. 2017 Shameli, A., To study how The authors analyze Correlational study There were significant Althoff, T., Saberi, competitions affect nearly 2,500 physical increases in activity for A., and Leskovec, physical activity. activity competitions both men and women J. (2017). How over a period of one across all ages, and weight Gamification year capturing more status, and even for users Affects Physical than 800,000 person that were previously Activity: Large- days of activity tracking. relatively inactive. We also scale Analysis of found that the Walking composition of Challenges in a participants dramatically Mobile affected the dynamics of Application [16] the game. In particular, if highly unequal participants got matched to each other, then competition suffered, and the overall effect on the physical activity dropped significantly. Furthermore, competitions with an equal mix of both men and women were more effective in increasing the level of activities. 2017 Tondello, G., Orji, Lacking a general The authors presented This framework R., and Nacke, framework for a novel general contributed to L.E. (2017). building framework for understanding and Recommender personalized personalized gameful building efficient Systems for gameful applications using persuasive and gameful Personalized applications. recommender systems applications by describing Gamification [17] (i.e., software tools and the different building technologies to blocks of a recommender recommend system (users, items, and suggestions to users transactions) in a that they might enjoy). personalized gamification context. 2017 Tong, X. et al. Does Pokémon Go The authors presented The Online Survey The results revealed both 52 Sakchai Muangsrinoon and Poonpong Boonpharm / Proceeding – Science and Engineering (2018), Page 032-052

Year Authors Problem Points Proposal Type of Studies Design Performance Evaluation (2017). Chasing trigger more active a critical analysis of negative and positive Lovely Monsters levels of Pokémon Go players’ outcomes of the in the Wild, sustainable experience from an gamification approach Exploring Physical Activity online survey filled in Pokémon Go adopted. Players’ (PA) or behavior by 32 participants. The Motivation and changes for health goal of this survey is to Play Patterns of benefits? get a glimpse of Pokémon Go: Go, Pokémon Go players’ Gone or Go motivation, their play Away? [18] patterns and experience, and an understanding of their self-reported behavior changes and concerns.

Available online at www.iseec2018.kbu.ac.th Proceeding Science and Engineering Area: Computer Science and Engineering, May 2018, Page 053-061 www.iseec2018.kbu.ac.th The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

Classification of Red Tilapia Fish Via Support Vector Machine Urachart Kokaew1, Kasama Wannaphom2 and Ratthapol Skolchaiprhaison3 1,2,3 Ubiquitous Computing Laboratory, Department of Computer Science, Faculty of Science, Khon Kaen University, [email protected], [email protected], [email protected]

ABSTRACT Nowadays most industrials in Thailand still need labor to classify fish from the quality, size, and shape. In order to reduce the number of labor. The purpose of this research was to analyze the size and shape of Red Tilapia Fish using digital image processing with the support vector machine technique. The research process began with image processing using threshold technique to determine the position of fish to calculate size and length of mature fish in the range of standard in 25-30 cm. Then, extracted image via the techniques of Color Co-occurrence Method and Gray Level Co-occurrence Matrices before separation characteristics of fish with process support vector machine to distinguish the quality of fish from the 100 datasets in order to determine the characteristic body distortion and precision to test approximately 80%.

Keywords: Artificial Neural Network, Image Processing, Red Tilapia, Oreochromis niloticus, Support Vector Machine

1. Introduction Nowadays, Thailand has villagers with careers supplement to generate income in career fisheries such as fish farming to be sold to the villagers themselves and sold to an industry. In industrial first process is grade separation by using workers. They are screening quality that does not meet the standard by size, weight and shape. But in sorting the fish which requires the separation quality greatly to increase the value of the object to be exported with both accuracy and meet the standard together with the cost and time-saving.

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From the cause of the problems that affect the quality of the crop is reduced. When the specified size is not accurate or farmers cannot measure accurately. The result in a productivity gain should not be required by the market or export. The author intended to study the separation of the Red Tiapia fish by using the techniques of performance comparison of artificial neural networks (ANNs) with image processing. To analyze the deformation or the size of the fish properly to help farmers identify the characteristics or dimensions, it would be able to tell which style and size of the fish. Including the convenience fast, effective analysis and processing or better than that of humans.

2. Methodology Support Vector Machine (SVM) SVM is one of the ways in supervised learning. Used for classification and regression analysis. When the training data is available and each data is classified in one of two categories. SVM will create a model that can predict for which data will fall into which group. The concept of SVM caused the value of the data group placed into Feature Space. For the original foundation of SVM is used with linear data. But the data used in the system and teaching system, learn the most often is nonlinear, which can solve these problems by using Kernel Function. Multidimensional Data Classification uses selection with the most appropriate called feature selection. The structure in a selected from the training data for the system to learn in this system is called the vector. So the purpose of the SVM model has divided the group of vectors in this case with one group of target variables on one side of the field and the case of different groups in the different field. The vector plane side in the multi-dimensional all called SVM. In classification, Support Vector Machine (SVM) in the process of training data sets available earlier. To find out the results of analysis, SVM has introduced the Kernel function to convert the data to a higher dimension. Convert data into linear data is demonstrated by the equation below.

is weight b is a deviation k is kernel function 55 Urachart Kokaew et al. / Proceeding – Science and Engineering (2018), Page 053-061

But in the case of a linear, k is a point if c 0 then x would be placed in the first group, otherwise, it will be held in the second group.

3. Results 3.1 System requirements hardware and software - System requirements software

System requirements System requirements System requirements (min) (max) Program MATLAB MATLAB 8.6 (R2015b) MATLAB 9.0 (R2016a)

- Systems requirements hardware System requirements System requirements (min) System requirements (max) Processing unit Intel Core i5-3210M (2 GHz) Intel Core i5-3210M (2.50 GHz) memory 4 GB DDR3 8 GB Display screen WXGA (1366x768) LED WXGA (1366x768) LED

3.2 Data Processing SVM We had extracted a total of 100 fish photo stored in the data set and these data sets were used to predict data using the SVM algorithm by test data 1% and train data 99%. For the results of this experiment, the result of prediction is shown in table 1 and table 2 Table 1 Description of Prediction of SVM algorithm Red Tilapia Fish (Not perfect)

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Table 2 Description of Prediction of SVM algorithm Red Tilapia Fish (perfect)

3.2 System Procedure

Figure 1 The System Procedure

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3.2 Image Processing

(a) (b)

(d) (c)

Figure 2 The Image Processing Before Training

From figure 2 an image was from the function of the system in each stage. When imported the system must then be made to adjust the contrast and image (c), (d). Before the split, image data (Segment) would need to find out the value of the contrast, correlation, energy and homogeneity using Grey level Co-occurrence Method. 58 Urachart Kokaew et al. / Proceeding – Science and Engineering (2018), Page 053-061

3.3 Training Process

Image Acquisition

Image Pre-processing

Image Segmentation

Feature Extraction

Classification

Diagnosis

Figure 3 Data Entry into the Learning Database (Train)

5. Conclusion The system analyzed of Red Tiapia using the technique performance comparison of neural networks and Image conversion the system was developed based on the techniques of digital image processing. And technical support vector machine (SVM) which Technical Machine Learning (Machine Learning) to identify the size, shape, and color of the test showed that the accuracy of the analysis of fish that system efficiency comparable analysis of the ease and speed of processing. This work applied MATLAB to develop the system. The system process of size sorting shapes of Red Tiapia pictures in digital image format. For future work, this system can be improved for deploy in industrial and may develop into another framework such as a mobile application.

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Acknowledgements The authors would like to acknowledge the financial support of Department of Computer Science, Faculty of Science, Khon Kaen University.

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[3] Nawapak Eua-anant (2545). Program development for spatial data display image [online] Search August 26, 2017, from: gear.kku.ac.th/~nawapak/Presentation/Biomed2002.ppt.

[4] Department of Computer Engineering Faculty of Engineering Rajamangala University of Technology Thanyaburi (2016). MATLAB Language [online] Searched July 4, 2017, from: http://teacher.en.rmutt.ac.th/ktw/04-720-101/intro_matlab.html

[5] Rungtiwa Taewyod and Priyakorn Jimkhuntod (2556). The program evaluation of fracture rate of grain using by Image Processing [online] Searched August 15, 2017 form: https://app.enit.kku.ac.th/mis/administrator/doc

[6] Vichuda Najaidee (2556). Image Digital [online] Seached August 15, 2017, from: http://wichuda111.blogspot.com/2013/11/image-digital.html

[7] Wittaya Pornpatcharapong (2554). Neural Network [online] Searched July 7, 2017, from: https://www.gotoknow.org/

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[8] Akhtar A, Khanum A, Khan SA, Shaukat (2013). A. Automated Plant Disease Analysis (APDA): Performance Comparison of Machine Learning Techniques. In: 2013 11th International Conference on Frontiers of Information Technology (FIT). 2013. p. 60–5.

[9] Arnon Puitrakul (2016). What is Machine Learning [online] Searched August 30, 2017, from: https://www.arnondora.in.th/what-is-machine-learning/

[10] David Ellis and Sarah Kidd (2017). Mycology [online] Searched July 6, 2017, from: http://www.mycology.adelaide.edu.au

[11] Edwards Peter (2013). Aquaculture of tilapia [online] Searched July 1, 2017, from: http://www.thaikasetsart.com

[12] Gregory Shakhnarovich, Trevor Darrell and Piotr Indyk. (2016). Nearest-Neighbor Methods in Learning and Vision: Theory and Practice [online] Searched July 7, 2017, from: https://en.wikipedia.org/w/index.php?title=Knearest_neighbors_algorithm&oldid20140313090 042.pdf

[13] Khirade SD and Patil AB (2015). Plant Disease Detection Using Image Processing In: 2015 International Conference on Computing Communication Control and Automation (ICCUBEA). 2015. p. 768–71.

[14] Mitchell Tom (2556). Decision tree learning , McGraw-Hill p. 52-80. [online] Searched July 6, 2017, from: https://th.wikipedia.org/w/index.php

[15] Pinterest (2017). agriculture [online] Searched July 12, 2017, from: https://www.pinterest.com/mbedrane

61 Urachart Kokaew et al. / Proceeding – Science and Engineering (2018), Page 053-061

Urachart Kokaew is Assistance Professor in Department of Computer Science, the Faculty of Science, Khon Kaen University (KKU) in Khon Kaen, Thailand. Her research interests include identity development game developing and Human Computer Interaction. She has a BSc in Computer Science (Hons), and MSc in Computer Science from school of advanced technology at Asian Institute of Technology (AIT), and PhD in eLearning Methodology at Assumption University in Bangkok, Thailand.

Kasama Wannaphom is a student in Computer Science from Department of Computer Science, the Faculty of Science, Khon Kaen University (KKU) in Khon Kaen, Thailand. She is interested in developing a web design and programming skills in MySQL, C. She is a teaching assistant at the department of computer science Human computer interaction class.

Ratthapol Skolchaiprhaison is a student in Computer Science from Department of Computer Science, the Faculty of Science, Khon Kaen University (KKU) in Khon Kaen, Thailand. He is interested in developing web application. He has experience in web development by Node.js, Vue.js and PHP. Currently, He is working One Geo Survey Co., Ltd. In Khon Kaen, Thailand.

Available online at www.iseec2018.kbu.ac.th Proceeding Science and Engineering Area: Electronics and Telecommunication Engineering, www.iseec2018.kbu.ac.th May 2018, Page 062-070 The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

An Application of High-Pass Filter for Water Level Measurement with Semi-Cylindrical Capacitive Sensor (SCCS) Thosapol Manasri1*, Somchat Sonasang2 and Danupat Duangmalai3 1Department of Electronic Technology, Faculty of Industrial Technology, Nakhon Phanom University, Nakhon Phanom, Thailand

ABSTRACT This paper proposed the water level measurement based on the Semi-Cylindrical Capacitive Sensor (SCCS) in conjunction with a high-pass filter circuit. There was measurement of the output voltage caused by the changed capacitance with variation of the water level and the measurement of the voltage variation by using the electrical instruments. The SCCS was made from the PVC pipe, and the electrode was a semi- cylindrical plate made of two aluminum tapes stacked. Experimental results depict the satisfactory performance of the SCCS for the water level measurement in the range of the optimal frequency of about 20 kHz. The voltage output width per water level ratio is 20.30 mV/cm and R2 is 0.994. In addition, the SCCS performed well with ease of use and very low cost of implementation.

Keywords: water level measurement, semi-cylindrical, capacitive sensor, high-pass filter

1. Introduction Measuring the liquid level has played a huge role in industry and in agriculture; for example, to measure in the beverage industry, the amount of industrial oil, water level in the reservoir, water level, and even to alert about the flood [1]. These liquid level measurements were based on the basic principle of properties in each type of materials; for instance, electrical conductivity, pressure, temperature, corrosion, etc. [2]. The technique that makes the difference in the level measurements of liquids with a myriad of ways is available in the commercial products [3]. Currently, each method has different limits of 63 Thosapol Manasri et al. / Proceeding – Science and Engineering (2018), Page 062-070 measurements as well. One way to measure liquid level is based on the capacitance; it can reduce the problem of price-setting techniques, linear response, and difficulties of use. One way to apply liquid level measurement is the measurement of electric capacity. Due to technical problems, it can be reduced to create price restrictions. Its response is linear and simple to use, with the basic principle of using two-pole electrodes that are dipped into the liquid. To measure fluid level by measuring the quantity of accepted conditions, electric permittivity of the liquid is contained in a property of liquids, such as concentrated emulsions and additives. Each type of liquids would have accepted conditions of electric permittivity of different values [4]. Circuits are designed for the measurements of many different types of capacitance. Depending on the kinds or types of liquids, including capacitance conversion circuit to a frequency, the electric capacity conversion circuit is an electrical current. With regard to measuring the time constant, circuit synchronous demodulating modules, and modulating frequency [5,6] from these techniques, the study found that the value of the capacitance changes in low fluid level and continues to change the output of liquid level at the least. Therefore, the concept of this research was to use liquid level measurement technique with the SCCS applied to high-pass filter circuit to measure capacitance changes due to a change of the level of the liquids and record electrical measuring instruments. The SCCS consists of a hollow PVC semi-cylinder made of a aluminium foil cover.

2. Theory 2.1 Capacitance Measurement of liquid level measurement techniques relies on capacitance. Sensors need to be exposed to much liquid. Regarding the structure of capacitive sensor, the perception can be divided into three main structures: the inter-digital capacitors double cylindrical capacitor and parallel plate capacitor as shown in Figure 1 by the different structures that are available for difference by design [6,7,8]. The SCCS has a hollow cylindrical conductive electrode with a radius equal to r and length is L. Connecting a circuit, according to Figure 2, induced electric field between two electrodes [8,9]. The basic difference between the parallel plate capacitor and semi-cylindrical capacitor is that the gap distance at any point of these two plates is varied along the curved surfaces.

64 Thosapol Manasri et al. / Proceeding – Science and Engineering (2018), Page 062-070

Figure 1. The structure of (a) Interdigital capacitor (b) Double cylindrical capacitor and (c) Parallel plate capacitor

Figure 2. The structure of SCCS

To estimate this capacitance. Potential difference between two plates is V. So, the electric field between the plates is

Q E  A 0 (1)

Whereas  0 is the permittivity of free space of magnitude 8.854 (pF/m), and A is the unit area of metal plate. And the capacitance is

Q C  V (2)

It can be shown that the relation between the electrical capacity within a cylinder with liquid level change in the semi-cylindrical pipe, can be assigned a value of h; the following equation is [9]:

65 Thosapol Manasri et al. / Proceeding – Science and Engineering (2018), Page 062-070 C  (L  h)C  hC T A L (3)

Whereas CT is capacitance in all semi-cylindrical pipe, CA is capacitance with electric permittivity on air, and CL is capacitance with electric permittivity on liquid.

2.2 High-pass filter circuit In circuit design, the frequency response of high-pass filter circuit can be observed as in

Figure 3, whereas the Vac is an AC signal generator, R is the resistance of the circuit, and C is the capacitance of the electrode [4].

Figure 3. High-pass Filter Circuit The high-pass filter circuit can be explained as the equation of the transfer function (H) and the cut-off frequency (fc) following equations (4) - (6).

V R H( f )  0  V 1 ac R  j2fc (4)

The transfer function is

R | H | 1 R2  (2fc)2 (5)

As the cut off frequency is

1 f  c 2RC (6) The value of C has changed depending on the electric permittivity to shift the cut-off frequency. The slope during changes the transition zone. From Figure 4, (a) shows the frequency response of the transfer function in equation (5). It is obvious that it varies the 66 Thosapol Manasri et al. / Proceeding – Science and Engineering (2018), Page 062-070 electric permittivity 20 to 40, respectively. Varying the electric permittivity is the cause of capacitance change as equation (2). And Figure 4 (b) shows different voltage simulated relationship frequency of 0-300 MHz, respectably.

(a) (b) Figure 4 (a) Frequency response of high-pass filter circuit vary electric permittivity and (b) output voltage of high-pass filter

(a) (b) Figure 5. The diagram of (a) the SCCS and (b) experimental setup.

3. Design and Experimental The SCCS design used the aluminium plate as a conductor of two plates, dovetail round the PVC pipe cylinder, as shown in Figure 5(a), and then made a cover with insulating varnish to prevent contact with water. Then, the electrode two wire electrical sends signals to the circuit. The SCCS was 100 cm long and 4.5 cm in diameter with the distance between the electrodes structures of 0.5 cm as shown in Figure 5 (a). The experimental setup consists 67 Thosapol Manasri et al. / Proceeding – Science and Engineering (2018), Page 062-070 of water tank, signal generators Hantek HDG1042A, digital oscilloscopes Hantek DSO5202B, high-pass filter circuit, LRC meter GW-instek models LCR – 821, and the SCCS as shown in Figure 5 (b). For measurement, the input sinusoidal signal by using signal generator has voltage of 10 vpp, and constants resistor is 820 ohm, measured the signal output voltage, and saved by using digital oscilloscope.

4. Results and Discussion 4.1 The relationship of the capacitance to the water level Experimental testing of capacitance with water levels by measuring the capacitance, with LCR meter changes water levels from 0 to 100 cm by making changes to each up to down depth 10 cm. Measurement of the relationship of the SCCS (pF) versus level water by LRC meter is shown in Figure 6. The results of the capacitance between relationship of capacitance and water level of linearity of capacitance, and the coefficient (R2) of linearity equal to 0.99.

Figure 6. The relationship of capacitance versus water level measured by LRC meter.

4.2 The relationship between the output voltage and the water level In Figure 7, the relationship between the output voltage and the water level varies the signal to be 10 kHz, 20 kHz, 30 kHz and 40 kHz. The output voltage (Vo) corresponds when increased the water level to affect the capacitance. The relationship between the output voltage and the water level were linearity of coefficient R2 and the voltage output width per water level ratio (VO/WLevel) at 10 kHz, 20 kHz, 30 kHz and 40 kHz, as shown in Table 1, respectively. In this paper, proposed SCSS for measurement of the water level that causes 68 Thosapol Manasri et al. / Proceeding – Science and Engineering (2018), Page 062-070 2 2 the VO/WLevel and R with at various 20kHz charge VO/WLevel and R was 20.30 mV/Cm, and 0.994 has most linearity at various frequencies. It is suited to the high-pass filter circuit and the SCCS with high-pass filter use to indicate the relationship of water level and frequency.

3500

3000

2500

2000

1500

Output Voltage, Vo(mV) 1000

500

0 0 102030405060708090100 Water level(Cm)

Figure 7. The relationship of the output voltage versus the water level

2 Table 1. Effect of frequency on VO/WLevel and R 2 Frequency (kHz) VO/ WLevel (mV/Cm) R 10,20,30,40 11.54, 20.30, 25.17, 28.91 0.998, 0.994, 0.984, 0.962

5. Conclusions This paper shows that an output voltage value matching with the water levels translate diversion, at frequency 20kHz with a voltage output width per water level ratio at 20.30 mV/Cm and R2 0.994 values exists, which is the frequency that is appropriate to the high- pass filter circuit. In addition, the SCCS performed well with the ease of use and at a very low cost of implementation.

Acknowledgement The authors would like to thank the Electronic and Electronic Technology, Faculty of Industrial Technology, Nakhon Phanom University, for providing the facilities to carry out this work. 69 Thosapol Manasri et al. / Proceeding – Science and Engineering (2018), Page 062-070

References [1] Katathikarnkul, S., T. Tapoanoi, P. Phukpattaranont and N. Jindapetch. (2014). A self- calibration water level measurement using an interdigitalcapacitive sensor. Sensors and Actuators. A 209 (2014): 175–182. [2] Woodard, S.E., B.D. Taylor. (2007). A wireless fluid-level Measurement technique. Sensors and Actuators. 137: 268- 278. [3] Nikolov, G. and B. Nikolova. (2008). Virtual techniques for liquid level monitoring using differential pressure sensors. RECENT. Vol. 9. No. 2(23). [4] Angkawisittpan, N. and T. Manasri. (2012). Determination of Sugar Content in Sugar Solutions using Interdigital Capacitor Sensor. MEASUREMENT SCIENCE REVIEW. 12(1): 8-13. [5] Baxter, L.K. (1997).Capacitive Sensors. Design and Applications, IEEE Press, New York. [6] Manasri, T., N. Angkawisittpan and S. Harnsoongnoen. (2558). A Study of Determination of Dry Rubber Content in Fresh Latex using High-pass Filter Circuit. Journal of Science and Technology Mahasarakham University (Special Edition): 368-375. [7] Boonkirdram, S. (2017). Development of water quality monitoring wireless communication system using Zigbee. Kasem Bundit Engineering Journal. 7(1): 92- 104. [8] Terzic, E., J. Terzic, R. Nagarajah and M. Alamgir. (2012). A Neural Network Approach to Fluid Quantity Measurement in Dynamic Environments. Springer-Verlag London, London. p:11-34 [9] Katathikarnkul, S. and K. Chetpattananondh. (2554). Water Level Measurement using Semicylindrical Capacitance measurement Technique. KKU Engineering Journal. 38(2): 179-186.

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Thosapol Manasri received the B. Eng., M. Eng degree in electrical engineering from Khon Kaen University. He is currently a lecturer at the Department of Electronics Technology, Faculty of Industrial Technology, Nakhon Phanom University, Thailand. His research sensors, nondestructive test and applied electronics.

Somchat Sonasang received the B. Eng degree in Electronic and Telecommunication from RMUTI, Thailand, and the M.Eng degree in Electrical Engineering form KKU, Thailand, Lecturer with Department of Electronic Technology, Nakhon Phanom University. His current research interests include microwave circuits and nondestructive test.

Danupat Duangmalai received the B. Ed. degree in Electronic and Communication Engineering from Pathumwan Institute Technology, M. Ed. Degree in an Electrical from KMUTB, and Ph.D. degree in Electrical Engineering from UBU. He is currently an Associate Professor of electrical with the Department of Electronic Technology, Nakhon Phanom University, Thailand. His current research interest is electronic circuits design.

Available online at www.iseec2018.kbu.ac.th Proceeding Science and Engineering Area: Other relevant areas, May 2018, Page 071-077 www.iseec2018.kbu.ac.th The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

Contractors’ Work Abandonment in The Ministry Of Agriculture And Cooperatives (MOAC) Construction Projects Boonruk Vanborsel1 and Kumpon Subsomboon2 1,2Department of Civil Engineeing, Faculty of Engineering, Naresuan University, 99 Moo 9 Tambon Tha Pho, Muang, Phitsanulok 65000, Thailand.University

ABSTRACT The purpose of this study is to analyze the contents and details of contractors who abandon the MOAC construction projects. The population was the contractors in the debarment list of the Comptroller General's Department between 2012–2016. A contractors' work abandonment record form was used as the research instrument. The results were analyzed by descriptive statistics by percentage and inferential statistics by simple linear regression analysis. The findings showed that the MOAC had 48 abandoned projects. The study demonstrated in details of contractors' work abandonment in MAOC construction projects found that the department of MOAC that most contractors' work abandonment was RID (35.42%). The most business model and registered capital of contractors' work abandonment was the juristic person who had capital not exceed 1 million baht (43.75%). The type of work that most contractors' work abandonment was building and civil works equally (50%). The project value that most contractors' work abandonment was the project which had worth not exceed 1 million baht (58.34%). The project location that most contractors' work abandonment was the projects located in the central region, Thailand (33.34%). The tendency of the work abandonment in MOAC construction projects found that the project which had worth exceed 1 million but not exceed 2 million baht tend to increase clearly. Similarly, the work abandonment in the southern region, Thailand tend to increase clearly.

Keywords: Debarment List, Abandoned Project, Contractor, Capital

72 Boonruk Vanborsel and Kumpon Subsomboon / Proceeding – Science and Engineering (2018), Page 071-077

1. Introduction Over the past decades, heavy rains and severe floods occurred in Thailand caused business disruption and people distress [1]. It affected people's livelihood and occupation, country’s property. The construction industry was one of the business sectors that directly affected by floods rally. A healthy economy usually experiences an increase in construction activities, while in a depressed economy, the incidence of project abandonment tends to be more proliferated [2]. Thai Contractors Association under H.M. the King’s Patronage [3] announced that floods in a various provinces obstacle to the work of the contractor, and damage to work being carried out, for example, 1. Could not carry out construction work in flooded areas, 2. Flooding on source of materials, production and transportation routes, so it could not produce materials and transport to the construction site, 3. Damage to construction work had already done from the flood and so on. Culminate in, construction delayed, penalty settled, provided, the contractor cannot solve the problem and/or reserve the rights in supporting from governments. This might result in abandonment of constructions project of Construction of Ministry of Agriculture and Cooperatives (MOAC), for example, Royal Irrigation Department (RID), Department of Agriculture (DOA), Land Development Department (LDD), which have authority and function of agriculture, and water resource supply, and development of irrigation system [4]. As the Ministry related to agriculture and irrigation that directly affected by the flood, It was interesting to study the problem of abandonment of construction projects of the Ministry of Agriculture and Cooperatives in case of climate and terrain constraints in order to bring the results of those debarments to be an in-depth research guide for further research.

2. Objectives The purpose of this study was to analyze the contents and details of contractors who abandoned the Ministry of Agriculture and Cooperatives construction projects.

3. Materials and Methods This research was documentary research. The details were as follows. 1. The population was the contractors who abandoned the Ministry of Agriculture and Cooperatives construction projects that derived from searching for the Comptroller General's circular letter (debarment list) between 2012 - 2016. 2. A contractors' work abandonment record form was used as the research instrument. 73 Boonruk Vanborsel and Kumpon Subsomboon / Proceeding – Science and Engineering (2018), Page 071-077

3. The details of a contractors' work abandonment in debarment list included “number of circular letter, the date of circulation, contractor name list, registered capital of contractor, type of work, project value, and the location of the project” were recorded into a contractors' work abandonment record form. 4. The results were analyzed by descriptive statistics by percentage and inferential statics by simple linear regression analysis.

4. Results Contents and details analysis of the contractors who abandoned the Ministry of Agriculture and Cooperatives construction projects according to the debarment list of the Comptroller General's circular Department between 2012–2016 were as follow. Table 1 shows the Ministry of Agriculture and Cooperatives had 48 abandoned projects and the department of MOAC that most contractors' work abandonment was Royal Irrigation Department 17 projects (35.42%), followed by the Department of Agriculture, and the Land Development Department 10 projects (20.83%).

Table 1 Number of Projects Abandoned According to Department of MOAC Year of Study Department 2012 2013 2014 2015 2016 total % Royal Irrigation Department 3 7 2 4 1 17 35.42 (RID) Department of Agriculture 1 3 2 2 2 10 20.83 (DOA) Land Development Department 0 0 1 8 1 10 20.83 (LDD) other 1 3 2 1 4 11 22.92 total 5 13 7 15 8 48 100

Table 2 shows the most business model and registered capital of contractors’ work abandonment was the juristic person who had capital not exceed 1 million baht 21 projects (43.75%), followed by the juristic person who had capital exceed 1 million but not exceed 2 million baht 11 projects (22.92%). 74 Boonruk Vanborsel and Kumpon Subsomboon / Proceeding – Science and Engineering (2018), Page 071-077

Table 2 Business Model and Capital of the Abandoning Contractor Business Model Year of Study & Registered Capital (B) 2012 2013 2014 2015 2016 total percentage Person 0 12104 8.33 Juristic Person ≤ 1 MB 1 63742143.75 > 1 MB ≤ 2 MB 2 40411122.92 > 2 MB ≤ 5 MB 0 2 2 2 2 8 16.67 > 5 MB 2 00114 8.33 total 5 137 15 8 48 100

Table 3 shows the type of work that most contractors’ work abandon was the building and civil works equally 24 projects (50%).

Table 3 Type of Work of Projects Abandoned Year of Study Type of Work 2012 2013 2014 2015 2016 total percentage Building 4 7 4 6 3 24 50 Civil 1 6 3 9 5 24 50 total 5 13 7 15 8 48 100

Table 4 shows the project value that most contractors’ work abandonment was the project which had worth not exceed 1 million baht 28 projects (58.34%), follow by the project which had worth exceed 1 million but not exceed 2 million baht 10 projects (20.83%).

Table 4 Project Value of Projects Abandoned Project Value Year of Study (B) 2012 2013 2014 2015 2016 total percentage ≤ 1 MB 2 9 5 9 3 28 58.34 > 1 MB ≤ 2 MB 1 1 2 3 3 10 20.83 > 2 MB ≤ 5 MB 0 2 0 2 2 6 12.50 > 5 MB 2 1 0 1 0 4 8.33 total 5 137 15 8 48 100 Table 5 shows the project location that most contractors’ work abandonment was the project located in the central region, Thailand 16 projects (33.34%). 75 Boonruk Vanborsel and Kumpon Subsomboon / Proceeding – Science and Engineering (2018), Page 071-077

Table 5 Project Location of the Project Abandoned by the Contractor Year of Study Project Location 2012 2013 2014 2015 2016 total percentage Northern 1 0 1 2 0 4 8.33 Northeastern 2 5 1 4 3 15 31.25 Central 1 8 4 3 0 16 33.34 Southern 1 0 1 6 5 13 27.08 total 5 13 7 15 8 48 100

Figure 1 illustrates the tendency of the work abandonment in Ministry of Agriculture and Cooperatives construction projects found that the project which had worth exceed 1 million but not exceed 2 million baht tend to increase clearly. Similarly, the work abandonment in the southern region, Thailand tended to increase clearly.

Figure 1 The Tendency of Abandonment of Construction Project of MOAC

76 Boonruk Vanborsel and Kumpon Subsomboon / Proceeding – Science and Engineering (2018), Page 071-077

5. Conclusions and Discussions The findings of the analysis of contents and details of the contractors who abandon the Ministry of Agriculture and Cooperatives construction projects according to the debarment list of the Comptroller General's Department between 2012–2016 showed that the Ministry of Agriculture and Cooperatives had 48 abandoned projects. The study demonstrated in detail of contractors' work abandonment in MAOC construction projects found that the department of MOAC that most contractors' work abandonment was Royal Irrigation Department (35.42%). The most business model of contractors' work abandonment was the juristic person who had capital not exceed 1 million baht (43.75%). The type of work that most contractors' work abandonment was building and civil works equally (50%). The project value that most contractors' work abandonment was the project which had worth not exceed 1 million baht (58.34%). The project location that most contractors' work abandonment was the projects located in the central region, Thailand (33.34%). The tendency of the work abandonment in MOAC construction projects found that the project which had worth exceed 1 million but not exceed 2 million baht tend to increase clearly. Similarly, the work abandonment in the southern region, Thailand tended to increase clearly. Cause of contractors' work abandonment in Royal Irrigation department and other MOAC’s department because Royal Irrigation department was the agency that made a list of the pre- qualified bidder but in contracting for constructions of the project which had worth not exceed 10 million baht, Royal Irrigation Department did not specify contractor prequalification. Likewise, other MOAC’s department did not define any contractor prequalification. [5] In the same way, the construction project of Ministry of Agriculture and Cooperatives mostly involve in agriculture, water resource supply and development of irrigation systems, and constructing adjacent and/or in the river canal, pus, and swamp etc. therefore, The contractors who would carry out the MOAC construction projects should have potential, readiness, and strong experience in the construction of irrigation and associated constructions and should have the ability to solve the problems when faced with event or restrictions on geography and/or climate. But in fact, the business model of the contractors who abandoned the MOAC construction projects were mostly a small entity, insufficient capacity, and availability of financial status, personnel, equipment, workmanship or related environments or construction constraints. When serious phenomena occurred and could not mitigate or resolved the problem, then the contractors decided to abandon the construction projects in the end, correspond with, Office of Auditor General of Thailand [6] stated that the key findings affected the overall performance of the project was lack of machine, lack of skilled personnel, Inefficient project management and so on. 77 Boonruk Vanborsel and Kumpon Subsomboon / Proceeding – Science and Engineering (2018), Page 071-077

Suggestion, the secondary data in this research was empirical data that the researcher had verified the validity of the statistical data and this information is useful. For the accuracy of the information before applying or will study in the future, the researcher should conduct the survey by interviewing the employer and/or the contractors who abandon the construction projects. Due to the causes or constraints that affect the abandonment of construction projects such as finance, personnel, materials, tools, machinery, other legal regulations, and so on [7,8] in order to take into account the hypothesis from the previous research and find the real reason to abandonment the construction work, which the information will be useful to find the way to prevent and solve the problem of debarment will occur in the future.

References [1] UNICEF Thailand. The Great Flood 2011. https://www.unicef.org/thailand/tha/tsunami_ response_21051.html. download 7 September 2017. [2] Borvorn Israngkura Na Ayudhya. (2014). “Evaluation of the causes of abandoned construction projects in Thailand”. Ladkrabang Engineering Journal. 31 (4): 55-60. [3] Thai Contractors Association Under H.M. The King’s Patronage. Trouble From the Flood. http://www.tca.or.th/%E0%B8%9B%E0%B8%A3%E0%B8%B0%E0%B8%81% E0%B%B2%E0%B8%A8%E0%B8%AA%E0%B8%A1%E0%B8%B2%E0%B8%84%E0%B8%A1%E0 %B8%AD%E0%B8%B8%E0%B8%95%E0%B8%AA%E0%B8%B2%E0%B8%AB%E0%B8%81%E0% B8%A3%E0%B8%A3%E0%B8%A1%E0%B8%81/. download 12 October 2017. [4] Ministry of Agriculture and Cooperatives. Structure/Authority. https://www.moac.go.th /about-str_org. download 23 November 2017. [5] Royal Irrigation Department. Circular Letter of Procurement and Supply Division. http://supply.rid.go.th/index.php?option=com_content&view=article&id=2378:21122554-15- 2554-&catid=115:2011-05-03-09-54-21&Itemid=111. download 27 September 2016. [6] Office of Auditor General of Thailand. Report on the Inspection of pipeline irrigation project Royal Irrigation Department. http://www.oag.go.th/sites/default/files/files/ inspection-results/ResultIndex025.pdf. download 1 May 2017. [7] Santi Chinanuwatwong. (2006). Construction Engineering and Management. 2nd ed. Bangkok: Kasetsart University Press. [8] Wisoot Jiradamkerng. (2005). Construction Management. Bangkok: Wankawee.

Track II: Social Science

 Arts and Humanities  Aviation Industry  Business, Management and Accounting  Decision Science  Economics and Finance  Nurse  Psychology  Social Science  Sport Science  Other Relevant Areas

Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Arts and Humanities, May 2018, Page 079-089 www.iseec2018.kbu.ac.th The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

Banana with Sticky Rice Package Design: The Inheritance of Local Intellect for Encouraging a Strong Community Economy Sataporn D.Na-Chumphee1, Thiyada Thavewat2, Vanida Saengdech3, Pronpan Kruaaroonrat4 and Wipoo Sakoat5 1Assoc.Prof., Dean Faculty of Architecture, Program Director of Product Design, [email protected] 2,4,5Instructor, Head of Department of Product Design, [email protected], [email protected], [email protected] 3Instructor, Deputy Dean Faculty of Architecture, [email protected]. Kasem Bundit University, 1761 Patanakarn Road, Suan Luang, Bangkok 10250

ABSTRACT This academic article claims about the designing of some banana and sticky rice packages to inherit of the uniqueness for local intellect in the community located behind Wat Pak Bor as well as promoting the community economy to have strength. Then, it aids the community members to have the extra incomes from making some banana and sticky rice, and these members are the example ones for the new generations to conserve the local intellect. Thus, it can develop further for some Inherit packages in Wat Pak Bor Community as the popular products as well as making the reputation for the community. In this case, it has applied the designing strategy and developed the packages by realizing on the values of the local intellect, the uniqueness of products and the life styles of people in this community. According to the result, the creating of product brand and the package as this following: 1). The packages should have the suitable sizes and convenient to carry 2). The packages should have the interesting patterns with the uniqueness to represent of the local intellect 3). The brand products and the messages on the advertisement from the package can persuade the customers to come for purchasing again.

Keywords: Package Design, Local Intellect, Community Economy

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1. Introduction

Thailand has been prosperous for a long times with arts and traditions that the ancestors have made with form and beauty. Then, Thai culture has various forms with the differences in each local area. Besides, the traditions, the spoken language, the written language, the dress, food, life style and belief. Then, it is the important factor with roles affecting to life style and living culture of Thai people, especially for religion and belief. Besides, Buddhism is the religion that most of Thai people have faith with and have relationship with our Thai lifestyle since the past times. Thus, going to the temples, making merits by offering food to monk, especially on the Buddist Lent Day, the End of Buddist Lent Day and End of Buddist Lent is such a great activities. Finally, they have become to be the tradition for making practice until now. In the past, Thai people are popularly to make the dessert in the important occasions. In addition, there are some kinds of dessert to make which depends on the human resource and times. Similarly, there are several kinds of Thai desserts using in sacred ceremony, traditions and religious ceremony. On the same way, the steps and the methods to do are delicate, especially to make the good taste. Then, it has represented to the good value of Thai people as well as making the desserts or Inherit to offer to the monk on the important festivals. With this case, it has used Taiyatan to offer for the monks in religious ceremony ; moreover, this is the popular dessert to be made throughout Thailand. Significantly, it has the good uniqueness consists of sticky rice , banana , sugar and the way to bring the banana leaves as the natural materials in local area to apply , wrap and stream to be ripe. However, in some local areas it may use other kinds of materials to wrap replacing with the banana leaves also. Then, “Inherit” is still the dessert using in welcome guest ceremony for the guests to come for making merits or give the desserts as the food to eat during coming back home. “Inherit” isn’t only the local dessert to apply for making the merit to offer the monk but it is also being the valuable one with culture as the intellect of the ancestors. In this case, it has the trick for the people in community for having the good interaction, good participation and unity. “Inherit” is the dessert using in tradition. Moreover, it is always found in Lent festival. On the same way, in Buddist Lent some local area has the ceremony of the End of Buddist Lent day. Significantly, this dessert to use in making merit can be called Khao Tom Luak Yon or Inherit.

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Figure 1 (left) Inherit of “Maelamom”in Watpakbor Figure 2 (right) Khaotomlukyone, Origin : http://www.thai-traveller.com

Making “Banana Leaf” in the past was popularly to do in the villages and the communities by sharing to use in offer to the monks. However, nowadays making the Inherit is in less way, and mostly do in families or buy in the markets. In this case, there are many steps to do with complexity. Thus, people have turned back to apply other kinds of dessert instead. Then, making the Inherit in this day has several objectives differently from the past to eat in the village or in festivals and traditions. Thus, now it has become to sell for the required people in religious day only. On 10 September, 2015 Department of Cultural Promotion has announced to register the intangible cultural heritage of A.D. 2015 in seven fields totally seventy-sixth lists. Besides, for one of all Inherit is the Intangible Cultural Heritage for the nation. However, it is risky to be loss in the knowledge field with the practice of natural and universe. According to the registration of Intangible Cultural Heritage for the nation, it is risky to be lost. Thus, it should promote to make the Inherit without losing in Thai culture. Thus, it has the necessity to inherit the intellect for the ancestors. Then, lifting the level of the Inherit to be the local products including with creating the package to be interesting can be one guideline to solve the problem and conserve the intellects of culture in the future. According to above reason with the strategic plan of Kasem Bundit University, it has the framework to combine the mobilization and resource of the university to gain the good direction and goal. Then, it can develop our future to response of the context changing for Proactive Practitioner. Similarly, the academic service for social can promote them to bring the knowledge for applying of community development and society in occasions. Then, it includes with being the

82 Sataporn D.Na-Chumphee et al. / Proceeding – Social Science (2018), Page 079-089 academic participation networks to determine the objectives that is to make the academy service as the alternative to our society. Similarly, it has focused on the development and the creative knowledge publicity to work in dynamics society and ASEAN Economic Community: AEC. Therefore, it includes with the capability to create the outstanding academic work and lifts up the development with the requirements of department. As the result, it can develop our society to have the stability. Consequently, for academic designing product of architecture faculty in Kasem Bundit University it has realized about the importance in designing and developing the community products. Then, it can create the strength to community, inherit the intellect heritage to the ancestors and promote to develop the society with long term. Therefore, according to the surveying of surrounding community around the university it was found that the community area around Wat Pak Bor has the community products to develop further as the number one products. What’s more, it should promote them to be the well-known ones by using the designing strategy and develop the packages. Then, it must consider about the uniqueness of community, such as Wat Borworn and community lifestyle as the creative guideline and designing. In this case, it includes with the package development of Malamom’s Inherit. As the result, she is the only one manufacturer of Inherit in Wat Pak Bor Community. The community promoting with strength and long term development should gain the participation from community people and retailers. Then, they think creatively and develop the community products under the name of “designing and developing project of Inherit package following with the uniqueness of Wat Pak Bor Community to support the community strength” What’s more, it complies with the announcement that Department of Cultural Promotion has registered the Intangible Cultural Heritage in order not to be risky for losing. In this case, students of designing product department have surveyed on Wat Pak Bor community in Soi Ounnut 35, Sukhumvit 77, Suanluang District, Suanluang Sub-district, Bangkok. Then, it has the goal to develop the products and the package of the Banana with sticky rice of Maelamom. Thus, it can promote for the community economics to have strength with the development and self-management in long term. Therefore, they might have their better quality life which aids people in the community to gain the actual happiness and being number one products of Wat Pak Bor community as well as being

83 Sataporn D.Na-Chumphee et al. / Proceeding – Social Science (2018), Page 079-089 the model product of community, conserve the intangible cultural heritage and further the knowledge to develop other kinds of products to the community.

2. Research objectives  To develop the knowledge to community in academic service for society by bringing the designing knowledge to apply with the package development according to life style and uniqueness of community  To support the good image to products and the Banana with Sticky Rice package as the popular products of Wat Pak bor community and make the famous name in the increasing way  To support the good image for faculty, subject and university to community and society

3. Population and sampling group 3.1 Scope of Area Banana with sticky rice shop which is called “Maelamom”is located at Soi Ounnut 35, Sukhumvit 77, Suanluang District, Suanluang Sub-district, Bangkok. 3.2 Scope in Design According to the surveying by making questions, studying information and joining to plan by creating the designing work and developing Maelamom’s Banana with sticky rice package. It has been with the uniqueness of Wat pak Bor community in the designing scope as this following:  Logo Design  The Banana with Sticky Rice Package Design

4. Conclusions for Inherit package design 4.1. Study in history of the community located behind Wat Pak Bor Wat Pak Bor has assumed that this temple was built approximately in A.D. 1809 totally 199 years. In addition, there were Chao Phraya Bodindacha Singhasanee or the Smuhnaik and the major general in the late period of King III to the early period of King IV , who gave and built the land since their soldier and they had moved to win the army of Nakorn Wiangchan. After that, they sent the prisoner of war

84 Sataporn D.Na-Chumphee et al. / Proceeding – Social Science (2018), Page 079-089 from Wiangchan to stay at Suanluang District. Later, they built the temple for the people to make a merit with the tradition. Moreover, this temple has the old name as Wat Huakhoung because it is located at the curve of Phrakhanong. After that, it has altered the name to Wat Phai Lom to be suited with the real condition in that age. In addition, people near this place are popularly to plant the bamboos, and they have the occupation as weaving. Soon, this temple has been altered the name again as Wat Pak Bor for being suitable with the area condition. Moreover, inside the temple and the community it has the large pond at the center. Then, the temple area is located at the edge of canal until is called as Wat Pak Bor. After that, behind Wat Pak Bor it has the small community so that it is called Wat Pak Bor community. As the result, it is located at Suanluang district as the crowded community, so it can announce to be the community with the rule of Bangkok in A.D. 2002 with the populations totally 1,327 people from 281 households and 9 community committees. According to the studying and the surveying to interview from the members in community, it was found that Wat Pak Bor community has the lifestyle with Wat Pak Bor. Besides, they have the faith in buddism, so they always offer food to monk with the religious festival. In addition, the old occupation is weaving because in this area there is a lot of bamboos. However, now these bamboos will be applied for building the house with less jobs of weaving increasingly. 4.2 Designing of Product Brand *To survey for interviewing about problems and the requirements of the manufacturer for the Banana with Sticky Rice, it was found that in Wat Pak Bor Community there is only Lamom Phakphu who is a grandmother of this family to make the Banana with Sticky Rice for selling. In addition, this family has sold the Banana with Sticky Rice since the ancestors until now. Thus, the taste of this food is delicious with applying the good quality of raw materials. Therefore, it is well-known to people around there, and significantly it just won the prize of the intellects for the old people in domestics science for food field. Finally, it is on the list of 1 in 10 good taste food in Bangkok also. *According to the analysing of the requirements and the knowledge combination to develop the products in community it was found that the quality of the Banana with sticky rice is the good quality one with good taste. However, it should support and develop this food to have the good image and be the number one of Wat Pak Bor community. Then, it should design the brand product and the package to conduct with the uniqueness of community. Thus, it should create the good image and the credit to the Banana with sticky rice of Lamom or the warm and

85 Sataporn D.Na-Chumphee et al. / Proceeding – Social Science (2018), Page 079-089 kind grandmother which is the owner of this recipe. Finally, it should design the product brand of Maelamom of Wat Pak Bor to quarantee of quality and deliciousness.

Figure 3 Product Brand of Maelamom’s Banana with Sticky Rice in Wat Pak Bor

4.3 The development of package for the Banana with Sticky Rice with uniqueness of Wat Pak Bor Community The Banana with Sticky Rice is the good example to create the good value to products from telling stories and exist cultures in each local through designing work. Besides, at present life style of them have changed, and the new generation have applied the modern job without conserving this career. On the other hand, it is the local intellect to be maintained and conserved. In addition, the important point is that the conserver still lacks of skills to tell stories for create increasing value to their products. Therefore, it should give the importance and bring back the cultural stories in the community including of promoting to inherit the knowledge and increasing value skill by applying the stories in the products and brands. According to the analysis of stories, lifestyles and requirements including of the possibility to design and develop the package , it shows that the Banana with Sticky Rice can tell the life style stories of community through package designing. As the result, it is as the uniqueness of Wat Pak Bor community to be analysed as this following:

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Table 1 Analysis of Uniqueness for Wat Pak Bor Community Uniqueness of Story/Life Style Action/Activity Community

Life Style with Closing Go to the temple for to the temple offer food to monk

Working on bamboo In the earlier, there are weaving, such as round a lot of bamboos. bamboo basket and basket.

According to the table for analysing, it can analyse from the uniqueness image of Wat Pak Bor community in clear way from two works : 1. The Banana with Sticky Rice to be popularly to offer to monks in the religious ceremony and 2. Weaving or the old career of community The uniqueness of Wat Pak Bor Community to be analysed can be applied as the element in designing work and develop the Banana with Sticky Rice package. Then, it can be as the uniqueness of Wat Pak Bor community by using weaving pattern as the guideline to design the package.

Figure 4 Package of Maelamom’s Banana with Sticky Rice in Wat Pak Bor

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According to the image to bring the weaving pattern for using in designing, it is as the uniqueness of community to be analysed and bring the designing work to the members in community. Then, the designer has considered and gave the suggestion that the costs in manufacturing process in the package may be too high which can’t place for the paper box weight in the good way. Thus, if the paper box has much thickness to place for the Banana with Sticky Rice with the required weight, the manufacturing costs will be higher with levels.  Designing Work Assessment According to the suggestion of the members in community and the designer in this subject, it should adjust for the designing guideline to represent of the uniqueness for the community more obviously as this following: 1).The using of basketwork made by natural materials and the uniqueness of community to manufacture the package 2). The creation of new pattern package to make the remarkableness to the product

Figure 5 (left) Package Pattern of Bamboo Weave Basket in the New Form Figure 6 (right) Sign to show the product details and components

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Figure 7 Package of Maelamom’s Banana with Sticky Rice in Wat Pak Bor as the Uniqueness of Community  Summary of Designing Work The designing of the Banana with Sticky Rice Package : the conservation of uniqueness in local intellect to promote the economics to have strength. Besides, it can conclude the details to create the brand product and the package for promoting the Banana with Sticky Rice to be the economic products of community. Thus, it should realize on these issues: 1). Proper size on package to be convenient to carry 2). Interesting pattern of package with uniqueness to show of the local intellect 3). Brand product and advertising message on the package to invite the customers for buying again In this case, the package is regarding as the important part to make the motivation to the products by creating the brand product. Moreover, the designing of suitable package can urge the customers to believe and trust for coming back again to buy the products. In this case, it can make advertisement to the package to be proper and beautiful.

Acknowledgement Now, this project is successful with the supporting from Kasem Bundit University. The team of researcher has thanked for Mr. Phatcharee Chankraithong or the committee of Wat Pak Bor community and Mrs. Lamom Phakphu and the manufacturer of the Banana with Sticky Rice in Wat Pak Bor in this participation.

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References [1] Aront Vanitchakorn. (2016). Local Product Design. 1st Edition, Chulalongkorn University Printing House.

th [2] S. Pley noy. (2018). Kanom Mea Aey 9 Edition, Bangkok Publishers.

[3] Supit Seangkong. (2017). “Package of Kao Tom Luk Yon…The Similarties and Difference in Culture and Lifestyle”.Burapha Arts Journal. Vol.20(1) : 35-49.

[4] Sumaree Tongrungrod (2012). Packing Design. 1st Edition, Boss Printing Co., Ltd.

[5] Prachachat Business [Online]. 17 January 2018 Available : https://www.prachachat.net/ news_detail.php?newsid=1410263787.

[6] Ramkhamhaeng University Library [Online]. 11 January 2018 Available : https://www.lib.ru.ac.th /journal/kanom.html.

[7] Wat Pak Bor [Online]. 23 January 2018 Available ://http://www.watpakbo.com/ index.php/temple.

Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Arts and Humanities Area: Arts and Humanities, www.iseec2018.kbu.ac.th May 2018, Page 090-103 The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

Graphic Identity Design of Klong Suan 100 Years Market Community Sujira Thanomporn1 and Pheeraphon Changjaikla2 1,2Lecturer, Department of Visual Communication Design, Faculty of Architecture, Kasem Bundit University, 1761 Patanakarn Road, Suan Luang, Bangkok 10250, E-mail: [email protected], [email protected]

ABSTRACT This research aims to study the identity of Klong Suan 100 Years Market Community. The analyzed data was from documents and field information. The result showed that the identity of Klong Suan 100 Years Market Community is coming from the communication as the uniqueness of culture and the life style of this community, with design works by using character design. As the result, it was found that the designing work has reflected to the identity of Klong Suan 100 Years Market Community as the excellent standard level as well as showing the good standard for the overall of designing works to support the identity of this community.

Keywords: Graphic, Identity, Symbol.

1. Introduction A symbol, used to symbolize and signify a thing, can be in forms of a picture(s), a letter(s), an utterance(s) as well as a gesture(s). Through use of a symbol, a message sender and a message receiver can sometimes have a mutual understanding, although being from different languages. A character (such as a person, an animal, or a thing) is one type of a symbol. It is presented in a form of a cartoon(s). A character always applied in businesses can provide a marketing effect. It can also beneficial to a business(s), a product(s), as well as a service(s). A character can be used to enhance a good image of a product. A good example of a good use of a character(s) is Line. This has resulted in brands or companies realize importance of a use of a character(s) and extensively use it as a tool for public relation. Moreover, a character(s), itself, can become a product or a souvenir.

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Owing to an ecotourism boom in Thailand, there have been a lot of historic markets created. A lot of communities especially communities with historic buildings have been trying to turn themselves as tourist attractions. Like other historic markets, Klong Suan Market, located on banks of Pravetbureerom canal, has been a market since the reign of King Chulalongkorn of Thailand. Traditional and original ways of life can be seen in this market. More than 100 historic wood buildings in the market are placed by the banks of the canal. They have lasted for more than 100 years and their structures have not even been changed. With a division from the canal, the market is in 2 provinces: Tumbon Klong Suan, Amphoe Bangbo, Samutprakarn Province and Tumbon Teparaj, Amphoe Baan Po, Chacheongsao Province, Thailand. The market is known as ‘Talad Klong Suan Roi Pee or A Hundred Year Klong Suan Market’. The locality tries hard to let people know the market as an ecotourism attraction. [1] Recently, there have been an increased number of foreign tourists visiting the market. Showing an identity of the locality is a must and significant. A graphic work can be also used to represent an identity of a locality. It can help signify its locality way of life. The locality can be remembered through a use of a graphic. A character(s) is a part of a graphic. It can signify an identity of a locality well. Accordingly, the researchers realize a significance of a graphic design to enhance the identity of Klong Suan 100 Years market through a use of an electronic sticker.

Figure 1 A map of Klong Suan 100 Year Market

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2. Research Objectives 1. To study and analyze the local identity of Klong Suan 100 Years market

2 To design a character signifying the identity of Klong Suan 100 Years market

3. Research Conceptual framework This research emphasizes studying graphic designing factors, creativity, as well as the identity of Klong Suan 100 Years Market all of which influence on design of a character reflecting the identity of the market, locality, and local way of life. A theoretical framework to be used is shown in Pic2

Figure 2 Research Conceptual framework

A graphic design is a creative process which is used for communication. It is a perfect combination of ideas, arts, technologies as well as information and communicated to medias. A graphic design mainly comprises 2 things - a picture and letters. A graphic designer applies either skills, theories, principles, or process to enhance its communicative effectiveness. A graphic can be in either 2 dimensioned or 3 dimensioned graphics. Hence, the researchers gathered and analyzed data and then designed a graphic to systemically communicate ideas and express our creativity. [2]

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4. Research Methodology Our methodology is as followed 1. Information gathering: this process can be divided into 4 main parts. They were; 1.1. Part 1: Graphic Design 1.2. Part 2: Study significant information about Klong Suan 100 Klong Suan 100 Years Market (such as its physical information, history, way of life, local economic, arts, as well as its culture and tradition) 1.3. Part 3: The identity of Klong Suan 100 Years Market 1.4. Part 4: A design of a character 2. In-depth Interview: discussing with key Informants. The key informants were purposively randomed from Samutprakarn as well as Chacheongsao provinces. All of them were asked about the identity of the market. The received information from the informants was ten applied as a primary source for a graphic design. The results of the analysis can be categorized into 7 aspects: ways of life, nationality, holy things, architectures, paintings, crafts, and foods. 3. A graphic design: this process can also be divided into 4 main steps. They were 3.1. Informational gathering and analysis 3.2. Sketch design 3.3. Production: a sketch design was used to create a character with 16 electronic stickers representing the local identity of Klong Suan 100 Years Market. Adobe Illustrator and Adobe Photoshop were both utilized during this process. 3.4. Saving data: the design was then saved in digital format. 4. Quality Evaluation: the character with its 16 electronic stickers was evaluated by 5 local and graphic design specialists. 5. Data Analysis and improvement: the designs were then improved according to specialists’ recommendations. 6. Satisfaction Evaluation: this process was done by asking 30 visitors all of whom were randomly selected. 7. Conclusion and Discussion: the researchers summarized and discussed the findings by applying statistical data: rating scale.

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5. Results In this research study, the analyses can be divided into 3 main parts. They are…

5.1 Part 1: A data analysis (before designing)

1. A data analysis of the local identity of Klong Suan 100 Years Market community was applied for designing a graphic. In this analysis, 7 aspects of the community were revealed. They included

1.1. Ways of life: lives by the canal and historic market community 1.2. Nationalities: Buddhist, Muslim, and Chinese 1.3. Holy Things: Klong Suan God 1.4. Architectures: Klong Suan Buddhist Temple (Wat Klongsuan), Peng Ang Tua Chinese Shrine, Al-watoneeyah Muslim Musjid and 2 storey wood commercial houses. 1.5. Painting: a historic painting in Peng Ang Tua Chinese Shrine 1.6. Crafts: basketries and tin toys 1.7. Local foods: traditional Thai coffee (Uncle Lee), Chinese sausages (Uncle Ngin), Tung Thong Thai snack, Bu Lan Dan Mek, and Fresh Thong Muan. From the interviews and analysis, the most mentioned identity of Klong Suan 100 Years Market was lives by the canal, a historic market community, Thai coffee (Uncle Lee), Chinese sausages (Uncle Ngin), Tung Thong Thai snack, Bu Lan Dan Mek, and Fresh Thong Muan.

2. Character used for communication between humans is creatively designed and always inspired from things around. A character consists mainly of 2 parts: a signified and a signifier. A message receiver can understand meaning of a character when connecting a signified with a signifier. Understanding a character must take culture and environments into consideration as well. [3] According to character design specialists, the researchers found that a memorable character should be cute and contain few simple lines and few colors. The appropriate proportion of a character should be 1:2 (1 head and 1 body). A character’s action should be friendly to create a memorable effect. A character was not necessary to be

95 Sujira Thanomporn and Pheeraphon Changjaikla / Proceeding – Social Science (2018), Page 090-103 a human, it can be an animal, a plant, or a thing depended on an identity of a place. In terms of a character’s style, it should be a 2 dimensioned character with simple lines since a good character should effectively represents a brand.

5.2 Part 2: The Design

From the analysis (before designing), the researchers specified and designed a graphic to enhance the identity of Klong Suan 100 Years Market.

1. Idea Concept The researchers gathered data, theories, and concepts for a graphic design to enhance the identity of Klong Suan 100 Years Market. We created a character in form of an electronic sticker.

1.1. Color

A color can be used to represent an organization. It is well applied to be remembered. Hence, to set the identity, a designer should use an identity color with some other colors. One identity color with few other colors will provide flexibility for the design but maintain a graphic’s identity. [4]

As a result, from the analysis, identity colors of Klong Suan 100 Years Market were lives by the canal, a historic market community, Thai coffee (Uncle Lee), Chinese sausages (Uncle Ngin), Tung Thong Thai snack, Bu Lan Dan Mek, and Fresh Thong Muan. All of those became an underlying reason that the researchers applied four main colors each of which can create emotional effects. [5] The 4 colors used for the design consisted of;

1.1.1. Bu Lan Dan Mek green : #00a79d (c79 m11 y45 k0) 1.1.2. Lives by the Canal brown : #f0cba2 (c4 m21 y38 k0) 1.1.3. Tung Thong Thai snack yellow : #fac600 (c3 m21 y100 k0) 1.1.4 Traditional Thai coffee dark brown : #594a42 (c55 m60 y65 k40)

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Figure 3 A Color Analysis from the Identity of Klong Suan 100 Year Market

1.2 A character

The design of a character was inspired by the identity of Klong Suan 100 Years market. To be appropriate and be able to clearly represent the local identity, the character was a combination of the local identity i.e. lives by the canal, a historic market community, traditional Thai coffee, Chinese sausage, Tung Thong Thai snack, Bu Lan Dan Mek Thai sweet, and Fresh Thong Muan. In our opinion, all of them, in form of electronic stickers, could reflect the image of the locality, is easy to understand and is well-known. The researchers set a color tone which was from an analysis of the identity of the market. However, the researchers found that there were two ways to design the character.

1.2.1. Using a human cartoon: a shopkeeper, a merchant, a boat rower, a villager, or a tourist 1.2.2. Using the identity of the market:

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1.2.2.1. Food: Fresh Thong Muan, Bu Lan Dan Mek thai sweet, Tung Thong Thai sanck, or Traditional Thai coffee. 1.2.2.2. Things: souvenirs, clothes, or tin toys

Figure 4 The design of a character by using a human cartoon to represent lives by the canal at the historic market and visitors

Details: Friendliness, Smiles, Welcoming gestures, Local costumes, Hat, Local life styles

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Figure 5 The design of a character by using food or things cartoon

Details: Friendliness, Smiles, Food shapes, Cuteness

Figure 6 The design of the Character to Create Electronic Stickers of Klong Suan 100 Years market

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5.3 Part 3: A design quality evaluation

1. From the evaluations of the 5 specialists, all agreed that a character (in form of electronic stickers) was appropriate, interesting, attractive, unique, easy to remember, can clearly communicate its meaning, can well represent the identity of the locality, and can be used to publicize the community.

2. the evaluations from the 5 specialists is showed in the table 1

Table 1 Average scores and Their Standard Deviations of the Evaluations of the Design of the Character from the Specialists

Aspects Mean SD. 1. Ability to reflect the local identity 4.85 0.30 2. The design of the graphic 4.53 0.12 3. Creativity 4.90 0.30 4. Beauty 4.44 0.19 5. Applicability 4.90 0.30 6. Communicability 4.68 0.28 7. Ability to enhance the local identity 4.44 0.25 Average Mean 4.67 0.19

As shown in Table 1, the researchers found that the average scores are 4.67 (excellent). Both creativity and applicability aspects are 4.90 (excellent). Ability to reflect the local identity, communicability aspects, and the design of the graphic aspects are 4.85, 4.68 and 4.53 (very good) respectively. Beauty and ability to enhance the local identity aspects are 4.44 (good).

3. The evaluations from 30 visitors is showed in Table 2

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Table 2 Average scores and Their Standard Deviations of the Satisfaction Evaluations of the Design of the Character from the 30 Visitors

Aspects Mean SD. Satisfaction Levels 1. Reflection of the local identity 4.62 0.30 Very Strong 2. The design of the graphic 4.33 0.12 Strong 3. Creativity 4.58 0.46 Very Strong 4. Beauty 4.24 0.12 Strong 5. Applicability 4.55 0.30 Very Strong 6. Communicability 4.68 0.30 Very Strong 7. Ability to enhance the local identity 4.20 0.51 Strong Average Mean 4.45 0.39 Strong

As shown in Table 2, the researchers found that the average satisfaction level is at 4.45 (strong). Communicability aspect with 4.68 (the highest) implies that the visitors feel very satisfied. Ability to enhance the local community, creativity, and applicability aspects are 4.62, 4.58, and 4.55 respectively. The design of the graphic, beauty, and ability to enhance the local identity aspects are 4.33, 4.24, and 4.20 respectively.

6. Discussion From the analysis, the researchers designed a character to be used as electronic stickers. Both researchers applied color use and designing principles to create the character. The researchers found that an appropriate ratio for the character is 1:2. The character should express friendliness and have an identity which can represent a brand. The color and other details of the character should be easy to remember. This is in line with Cultural Capital Theory of Pierre Bourdieu stating that capital does not only mean money but it can be in forms of social, wisdom, and cultural capitals. His idea supports semiotic theory viewing that all things around are relationships between a signifier and a signified. This can link with identity theory which is an idea about individuality. [6] The design of the character applied the identity of Klong

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Suan 100 Years market such as lives by the canal, a historic market community, local foods and visitors. Since the community is an ecotourism attraction. The design of the character should be able to apply as other products.

From the specialist evaluations, it can be concluded that since the character can help create a good image, it should be able to communicate some stories. This is in accordance with Ong-ad Nuseewor [7] saying that a graphic design is significant for presenting an identity, creating good images, trusts, and improving economics. [8]

7. Recommendations From problems occurring during our study, the researchers found that we should apply a human cartoon as the character to make visitors realize the identity of Klong Suan 100 Years Market. This can also sustainably help develop the place to be a sustainable ecotourism attraction. The researchers would like to provide some recommendations. They are … 1. Before designing a character, the designer should well study history, cultures, and arts of a place. This will help designers to design a character effectively. 2. The researchers think that the designing processes applied in this study can be applied with other communities. Since each locality has its own identity, designers should realize identity of each locality 3. A graphic design should be used through a lot of medias to make target audiences be able to remember it. The graphic design could be used to produce souvenirs as well. 4. Further studies for other localities should be conducted. Since these will make other localities realize about significances of their local identity.

Acknowledgement Without all supports from Kasem Bundit University, this research could not be achieved. We would like to thank Kasem Bundit University and all people involved.

102 Sujira Thanomporn and Pheeraphon Changjaikla / Proceeding – Social Science (2018), Page 090-103

References

[1] Patcharin Jungprawate. (2017). “Community Needs in Developing Potential for Conservation Tourism Management : A Case Study of Klong Suan 100 Years Old Market, Bang Bo District, Samut Prakan Province”. Journal of Thai Hospitality and Tourism. Vol.12. (Issue 1.) : Pages 36. [2] Kanin Morakotjinda. (2015). Research and Development of A Character for Public Relations : Case Study Development for Development of Thai Traditional and Alternative Medicine. Master of Fine Arts (Design Innovation). Faculty of Fine Arts, Srinakharinwirot University. [3] Thongchue Khiatthong. (2005). Symbol Design: LOGO Trad Mark Symbol. Bangkok: Siprapa Publishing. [4] Phakdee Tuansiri. (2013). A Reflection of Muslim Culture in Thailand through Graphic Design. Master of Fine Arts (Visual Communication Design). Faculty of Decorative Arts, Silpakorn University. [5] Eiseman. (2000). Pantone guide to communicating with color. USA: Grafix Press, Ltd. [6] Piboon Waijittragum. (2009). The Application of Samut Songkhram Identity for Tourism Signage. Research Report, Faculty of Industrial Technology, Suan Sunandha Rajabhat University. [7] Ong-ad Nuseewor. (2012). Environmental graphic design for Maha Sarakham province. Master of Fine Arts (Visual Communication Design). Faculty of Decorative Arts, Silpakorn University. [8] Thammathorn Srisureepaisan. (2012). Graphic identity design of Samutsakhon province. Master of Fine Arts (Visual Communication Design). Faculty of Decorative Arts, Silpakorn University.

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Author’s Profile

Mrs.Sujira Thanomporn Lecturer, Department of Visual Communication Design, Faculty of Architecture, Kasem Bundit University, 1761 Patanakarn Road, Suan Luang, Bangkok 10250 Tel. 08 1659 7629 E-mail: [email protected]

Mr.Pheeraphon Changjaikla Lecturer, Department of Visual Communication Design, Faculty of Architecture, Kasem Bundit University, 1761 Patanakarn Road, Suan Luang, Bangkok 10250 Tel. 08 2794 3034 E-mail: [email protected]

Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Arts and Humanities Area: Arts and Humanities, www.iseec2018.kbu.ac.th May 2018, Page 104-113 The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

Structure Meaning Names of OTOP Amonwadee Laokhetkit1 and Wasana Kanchanakhuha2 1Graduate student from Master of Art Programme in Thai Language to Modern Communication, Kasem Bundit University, [email protected] 2Lecturer Faculty of Liberal Arts, Kasem Bundit University, 60 Romklao Road, Minburi, Bangkok 10510, [email protected]

ABSTRACT The purpose of this study was to analyze structure the meaning names of the products in the category of Herbs, Non-Food and Medicine OTOP. The product names were collected from http://otoptoday.com, the website of Community Development Department, from December 2016 to January 2017, totalling 195 names.

The results found that the words describing a product were both single words and compound words. Single words structure was found in 2 types: 1) product name started with a specific name and 2) product name started with the transliteration. The expanded word structure was found in 5 types: 1) the product name contained the specific name, 2) the product name indicated raw materials, 3) the product name contained product types, 4) the product name contained the transliteration, and 5) the product name contained its characteristics

Keywords: Structure Meaning, Naming, OTOP Product

Introduction Having discussed in community products in Thailand, the name of OTOP is created from "One Tampon One Product", which is the main policy of the government to increase the occupation and income of the community. "One Tampon One Product" project, thus, is a project that promotes nationwide local wisdom to earn generating income from local

105 Amonwadee Laokhetkit and Wasana Kanchanakhuha / Proceeding – Social Science (2018) , Page 104-113 resources in each sub-district community. The criteria for selection of OTOP Product Champion - OPC are standard used the quality and standard for export products.

Products need to have a product name. To use in business because people recognize the information from seeing and hearing good product names, it has the effect of making a business successful.

OTOP products of some communities focus on product nomenclature. There are many OTOP products in the community, but there are no product names. In general, many OTOP products have product labels that may have a simple pattern. The product name appears as the name that displays the product type to inform the consumer what the product is. At the same time, consumers often look at the name first to determine what the product is. From the observations of the study, it was found that the OTOP product displaying the products was a combination of words to describe the characteristics of the products. Such as "Grilled Fish Chili", which is the name that represents the type of product is "chili" + the main raw material is "fish" + method or process is "grilled” Trade names may or may not be available. While industrial goods are produced from large factories and sold nationwide. Short and easy to name products or trademarks such as AIS, Colgate toothpaste etc. From such observations, the researchers found that the name on the product label was important and interesting to study the naming process of OTOP products. To get knowledge about OTOP products, this knowledge can be used to develop OTOP products.

For this reason, the study aims to analyze the structure of OTOP products. In order to know what the OTOP product name is, what does it mean? This is part of the identity and wisdom of the community. This allows you to study a wide range of products. The product name reflects the lifestyle. Thai Traditional Knowledge and herbs, which are the main source of the product. It can be used as a guideline for the development of OTOP products that promote local identity. It is in line with domestic market standards and export markets to strengthen the country's economic stability.

Objectives To study the meaning structure of OTOP products.

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Scope of study 1. Content Scope By combining the names of OTOP products, non-Food and medicinal herbs, 195 labels are only available in Thai. 2. Time Frame Names of the products had been collected from December 2016 up to January 2016. 3. Scope of location Study the data collected from the database. http://otoptoday.com is a website developed by the Department of Community Development. Ministry of Interior to disseminate OTOP products of provinces across Thailand.

Research Methods

1. Literary review A literature review related to OTOP product design. One Tampon One Product Theory and conceptualization of data analysis. Study the research related to grammatical structure. Definition and naming as a guideline for analysis. 2. Methods of data collection The researcher collected data according to the defined scope. Data from OTOP products written in Thai. 3. Organizing Information the list of products on the OTOP product label was selected by name only. 195 The label was grouped according to the type of product used. The criteria of the Department of Export Promotion. The Ministry of Commerce is the product classification guide. Extract the data and then bring each type to the number. Percentage. 4. Data Analysis The researcher uses the data classified by type to analyze the meaning structure of the product name using the concept of syntactic structure as a guideline for analysis.

Research Results Study on the meaning structure of OTOP products, Non-food herbs and herbs. The structure of the OTOP product in two structures is as follows: 1. Single structure 2. Expanded structure the details are as follows

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1. Single structure On Single structure the structure of the meaning of the name on the OTOP product label is found in two categories Single structure. Type of product name that begins with a unique name.

1.1 Single structure. Type of product name that begins with a unique name. On Single structure, unique name is the most common structure. The name, person name, place name, herbal name flowers and animal names are given as a specific name or trade name. For example, Flowers name Panan (Foaming product) Animal name Kunchorn (Balsam product) etc. 1.2. Single structure. Type of product name beginning with the transliteration.

On Single structure, Type of product name beginning with the transliteration. Single structure. Type of product name that begins with the transliteration. Find transliteration words from Chinese and English. For example,

The transliteration of Chinese “Cheng Cheng” (herbal water balm) Cheng Cheng is a transliteration of Chinese “Cheng Cheng Oil”. The transliteration of English “Biotic Ozone” (Liquid Herbal Products) Biodegradation is a word derived from the English word “Bio Zone”. 2. Expanded structure The structure of the name is derived from the name of the extension. Starting with a specific name. Starting with the product type. The beginning with the transliteration. Starting with raw materials. And that starts with the nature of the product. It has an expanded structure with other elements in the structure of 5 types. 2.1 Expanded structure with 2 components The extended structure study with two components was found to be in the product name beginning with the specific name. Product Name Starting with Product Type Product names beginning with transliteration the name of the product that begins with the following materials:

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Product name begins with a unique name. The expanded structure has two components, namely the name of the product, the definition of the word, the product's unique name, and the word for the raw material. Such as Specific Name + Material Siriporn Herbs Jitima Herbs Product Name Starting with Product Type The expanded structure consists of two parts, namely the product name, which begins with the meaning of the word, the type of the product, and the words that describe the ingredients in the product, such as Product type + material Balm Mangosteen Hair conditioner Bergamot Product names beginning with transliteration The expanded structure with two components, namely, product name, meaning structure beginning with transliteration, meaning product type, followed by raw materials, such as Transliteration + materials Shampoo Butterfly Pea Product Name starting with the raw material. The extended structure with two components, such as the product name, begins with the meaning of the raw material name and indicates the purpose of the sequential use. Such as Materials + purpose of use Herbal mask 2.2 Expansion structure with 3 components The extended structure study with three components found in the product name begins with a unique name. Product Name Starting with Product Type Product names beginning with transliteration Product Name starting with the raw material. Product names beginning with the product characteristics are as follows. Name of product the extended structure with three components, for example, the name of the product, the structure of the meaning, the name of the structure, and the structure of the second. And the end, followed by raw materials. Such as

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Specific Name + Area Style + Material Krabkamon home herbal Product Name Starting with Product Type The expanded structure has three components, i.e. the meaning structure begins with the word that tells the product type. Followed by a meaningful word that represents the nature of the product type. And the final structure is the raw material. Such as Product Type + Description + Material Balm Green saledpungpon Shower Cream powder charcoal Product names beginning with transliteration the expanded structure with three components, such as product names with meaningful constructions beginning with the word transliteration, refers to the type of product. The second structure followed by the purpose of use. And the last part is the raw material. Such as Transliteration + Purpose of use + Material Cream Skin care Mangosteen peel Product Name starting with the raw material. The extended structure with three components, i.e. meaningful structure, begins with meaningful words representing the main materials. This is the raw material used as the main ingredient in the product. And followed by the words depicting secondary raw materials. The ingredients in the product are less than the main ingredients. And the end structure is the purpose of use. Such as Main Ingredients + Secondary Ingredients + Purpose of Use Salt Turmeric Scrub Product names beginning with the product description. The extended structure with three components, such as the product name, has a semantic structure that begins with meaningful words, expresses the characteristics of the product, and follows the usage structure. And the end structure is the raw material name. Such as Product description + purpose of use + materials Powder Face mask dinsorpong

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2.3 Expanded structure with 4 components Based on the study of expanded structure with four components, the product name begins with the product type. Product names beginning with transliteration Product Name starting with the raw material. Product names beginning with the product characteristics are as follows. Product names that begin with the product type find that the extension structure has four components, such as meaningful constructs beginning with the words that describe the product type. Followed by meaningful words represents the main raw materials used. The third structure contains words that represent the manufacturing process. And the last part is the secondary raw material. Such as Product Key + Material + Process + Secondary Material Soap Mangosteen mix Honey

The product name that begins with the transliteration of the product is that the expanded structure with four components, such as the product name, has a meaningful structure beginning with a transliteration that signifies the type of product. Second structure, product description and followed by words with the word "brand" The final structure is a unique name. Such as Transliteration + Product Characteristics + Brand + Names Balm Yellow tra dokkoon

Product names beginning with raw materials reveal an extension structure that has four components, such as meaningful structures, beginning with meaningful words, representing the main ingredients, and followed by words that represent the nature of the product. And secondary raw materials the footer structure is a representation of how to use it. Or purpose of use. Such as Main Material + Product Characteristics + Secondary Material + Purpose of Use Salt powder charcoal rice husk Scrub Product names that begin with product characteristics reveal an extension structure that has four components, such as a product name, a semantic structure that begins with a semantic description of the product, and follows the goal of adoption. And followed by the word brand and the last part, followed by the trade name. Such as

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Product description + Purpose of use + Brand + Names Oil Spa tra bamboo. 2.4 Expanded Structure with 5 components Based on the five-component expansion study, only product names beginning with the product category were found. Product Name Starting with Product Type An expanded structure with five components, such as the meaning tree, begins with a description of the product type. Followed by a meaningful word that represents the nature of the product type. The third structure shows how. Or purpose of use the fourth structure has the word brand. And the last structure is a unique name. Such as Product Type + Product Characteristics + Purpose of Use + Brand + Names Drug grain Diuretic tra makcala

2.5 Expanded Structure with 6 components Based on the study of the expanded structure with six components, only the product name begins with the product type. Product Name Starting with Product Type An expanded structure with six components is defined as a meaningful structure that begins with words that describe the product type. Followed by a meaningful word that represents the nature of the product type. The third structure is the raw material. The fourth is the purpose of use. The fifth structure contains the word brand. And the last structure is a unique name. Such as Product Type + Product Description + Material + Purpose of Use + Brand + Name Drug powder herb Cough tra chuenjit

Conclusion Study on meaning structure of OTOP products. Non-food and drug herbs the results of the study are important according to the hypothesis. The meaning structure of the OTOP product name appears as follows.

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Structural definition of OTOP product names with a single structure. It is derived from words that display specific names and transliterations. The meaning structure of OTOP product names with 5 extension structures. Nominated Name Raw words Product type, transliteration, product description Raw words Statement of Purpose of Use Name, model name, etc. In addition, The study also found interesting characteristics of OTOP product design or branding in English or in international languages of 25.47%. OTOP products in Thailand Due to the changing business environment in the world are increasingly demanded by foreign countries, which have a higher export value due to their export potential. Because of the popularity of foreigners in the Thai local wisdom goods. Named OTOP products that are beautiful and meaningful in the direction of good. It has a unique language and identity that reflects faith. The values and wisdom of the people of Thailand by the name.

Suggestion Study on the meaning structure of OTOP products. Understand the concept and naming guidelines. Including the value of Thai society. It is useful to study the naming of other issues. For example, the naming of OTOP products in the province. Or other regions of Thailand. Study the meaning structure to compare the similarity or differentiation of product names in other categories from One Tambon One Product (OTOP) products. Study names to link to latent Thai wisdom in language. Study the literary characteristics of product names. and so on.

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References

Kamchai Thonglor. 2007. Thai Language, Bangkok. Romsan. Charinya thammachoto.2014. Study of brand name and message in the label Of community goods in the Songkhla province. Faculty of Humanities and Social Sciences. Thaksin University. Naddapon ladchewa. 2010. Thai name recognition: A study of product names In economic news. Master of Arts Council Chulalongkorn University. Nawawan Pantumata.2016. Klangklam. Bangkok: Amarin Printing & Publishing Co., Ltd. Voravat Sriyapai 2013. Thai Language Linguistics. Nonthaburi: sampachanya. Viyada jongbanjob. 1991. The study of language used in naming trade Business. Master Thesis Faculty of Liberal Arts Thammasat University.

Royal Academy 2011. Electronic dictionary The Royal Institute Udom Warotsikkadit.2012.Thai grammar in linguistics. Bangkok: Ramkhamhaeng University.

Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Arts and Humanities Area: Arts and Humanities, www.iseec2018.kbu.ac.th May 2018, Page 114-119 The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

The Community Product Development in Sangkaracha Temple for Sustainability Sataporn D.Na-Chumphee1 and Chalermchai Puripat2 1,2 Faculty of Architecture and Department of Planning, Kasem Bundit University 1761 Pattanakarn Rd., Suanluang Bangkok 10250, [email protected], [email protected]

ABSTRACT This research aimed to study and develop community products for sustainability of Sangkaracha Temple occupational group to be able to compete and realize their potential. The samples are lamp producers. From the results, it was found that the quality of the developed products was at a good level and the products were developed using local materials and can be knocked down and expanded to be able to export. These products are very easy to produce for commercial purposes. The Structure of these products are durable, beautiful and unique. Importantly, the occupation group will get more income and the sustainability will remain with this group. The main method to develop a community is a process that engages the public with government officials.

Keywords: Research and Development of Community Products, Sustainable, Sangkaracha Temple Occupational Group, Lamp

Background and Importance of the Issue Sufficiency Economy was invented by the late King Rama 9. It is the translation of ability to do it yourself without having to compete with anyone else. It leads to exchanges of know-how in the community and expands to be able to be exported and thus Sufficiency Economy is a self-initiated, cooperative process. This is the potential of the population to strengthen the family. The "spirit" is "value added" rather than “quality” alone. Sustainable development is based on correct thinking and understanding in order to adapt to the changes that will occur and will involve the participation of people in the community. Other related factors consist mainly of listening to the ideas of people in the community. The 115 Sataporn D.Na-Chumphee and Chalermchai Puripat / Proceeding – Social Science (2018) , Page 114-119 needs of each party should be developed appropriately. The community is a social group living together in the same territory. Examples are family, neighborhood, village, or other groups connected with each other. They communicate and learn together with the same norms and culture, cooperation and mutual dependence to achieve common objectives and goals. This Community development is a process that will involve the participation of people and government officials to improve their economic, social and cultural well-being and integrate them into national identity. Developing a sustainable competitive advantage requires a culture of change based on thinking and understanding and being accurately and reasonably responsive to the needs of the market. Educational institutions are able to come to support such developments. The university is a source of knowledge and experience of researchers, academics and experts in a variety of disciplines. It can be integrated in order to achieve the linkage system for production development. Transfer of technology, design, finance, marketing and protection of new product design by patenting in inventions created in the community by the Department of Intellectual Property, resulting in the importance and value of continuous succession to the production of community products, which is complementary to the sustainability of local community enterprises. The occupation of the community in Lad Krabang is explored. There are a number of groups that collaborate to make a living for themselves. An example is the Community of Sangkaracha temple. They established a professional group and produced products according to their own aptitude and the potential of the people in the community. But they lack of certain development in various fields. This inspired the researchers, who are interested in studying and developing collective products for sustainability in the community.

Figure 1: The community of Sangkaracha Temple

116 Sataporn D.Na-Chumphee and Chalermchai Puripat / Proceeding – Social Science (2018) , Page 114-119

Research Objectives 1. Study and develop new community products for sustainability of the community of Sangkaracha Temple. 2. The design of community products for the sustainability of the community of Sangkaracha Temple community to compete and develop their potential.

Figure 2: The Community new products for sustainability

Research Objectives 1. Study and develop sustainable community products for Community of Wat Sangkaracha. 2. Community Product Design for Sustainability of Wat Sangkaracha and people in the community to compete and develop their potential. Research hypothesis The Community Products for Sustainability Wat Sangkaracha career group have been developed[1,2]. There is a model that is a community of Wat Sangkaracha product, Ladkrabang, Bangkok. Procedure of research 1. Study documents and research related to community product design. 2. Create tools used in research. 117 Sataporn D.Na-Chumphee and Chalermchai Puripat / Proceeding – Social Science (2018) , Page 114-119

2.1 Interviews in the community of Wat Sangkaracha 2.2 A questionnaire about the opinions of manufacturers and distributors on product development. 3. The original product design with added new products and leather bags.

Drawing of Community Products. Model 1 The structure is made of bamboo, consisting of a blend of rope and fish style.

Figure 3: Model Fish style

Model 2 Characteristics of Thai handicrafts: Bamboo, wood, lathe, weave bamboo and energy saving lamps.

Figure 4: Semicircular of Water mark Model Design

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Model 3 The concept is derived from lifestyle and water, and the structure of the product is semi-circular as well as the flow of water.

Figure 5: Bamboo of Water mark Model

Figure 6: Product development and new development.

The Draft products were available to specialists and evaluated by experts. They must have the knowledge, expertise and experience associated with the product. The new Model development are Modified drafts as suggested.

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Summary The results of analysis of the model of community products by experts and the unique structure of the community revealed that they can be used with modern styles, as shown by collected data from interviews with manufacturers and suppliers of community products. Selection of materials used in production as well as in the structure of the material was taken from the local [5]. Beautiful models can be applied today. Local materials used are meaningful, removable and easy for commercial production. It is concluded that to blend art into a souvenir is to add value to the material and sustainability to the community.

Reference 1. Information Center Public Relations Office, Region 3, Chiang Mai (2007). Sufficiency Economy. http://www.prdnorth.in.th/The_King/justeconomic.php. 2. Sonthaya Ponlasi (2002), Theory and Principles of Community Development, Bangkok. : Odeon Store. 3. Pithaya Wongsakul(1997), The End of the State to the Community. Bangkok: Amarin Printing and Publishing 4. Viboon Leesuwan(1996), Bangkok Arts and Crafts: TORO GRAMMY CO., LTD. 5. Sataporn Deeboonmee Na chumphae and Pichai Sodpiban(2006). Study on the use of local materials for Bangkok: Faculty of Industrial Education, Faculty of Education, Chulalongkorn University.

Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Arts and Humanities Area: Arts and Humanities, www.iseec2018.kbu.ac.th May 2018, Page 120-126 The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

The Method Creating Words for Thai Lipstick Color Names Sarawadee Manoosawet1, Supawan Kaewpongpok2, Prachok Chaisuwan3 and Pakapen Charoonseang4 1,3,4Lecturer from Thai Language for Foreigner, Kasem Bundit University, [email protected], [email protected], [email protected] 2Asso. Dean for Faculty of Liberal Arts, Kasem Bundit University, 60 Romklao Road, Minburi, Bangkok 10520, Thailand, E-mail: [email protected] ABSTRACT This article presents the method creating words for Thai lipstick color names. The purpose was to study of structure and meaning in the name of Thai Lipstick Colors. The scope was especially lipstick brands that an owner is Thai company, which head office and publicize as official websites online. The researcher collected especially Thai lipstick colors names constructed with Thai and English words from 4 best seller brands, totaling 100 colors names. The result found that the way of word for Thai Lipstick Color names had 2 methods: 1) Compound and, 2) Complex. Thai lipstick color names had word formation by Compound Words by representing 96%. And Thai lipstick color names had word formation by Complex Words by representing 4%.

Keywords: Method Creating Words, Thai Lipstick Color Names

Background Language is a symbol and an important tool that people use to communicate in everyday life. Communicate and share information, attitudes, and emotions. Human language is the medium to live together in society. Language also reflects lifestyle, beliefs, traditions and culture. Language is a tool for conveying human ideas. And that reflects the culture in each society. At present, Thai society has changed in terms of economic, investment with international relations and the advancement of the media and technology more complex. 121 Sarawadee Manoosawet et al. / Proceeding – Social Science (2018), page 120–126

As a result, Thai language is used in many foreign languages for have enough words to communicate in everyday life. This change is a natural feature of the language that is constantly changing. As Jiravat Petcharat and Amporn Thongbai (2556: 87) say, "Language is a part of culture. Culture with language is born of human intelligence. The nature of the language must always be changed" Nowadays Thai people tend to used more foreign words in Thai communicative events, especially English. It is mixed with Thai, observed by from the introduction of English as a product name, service or product in various ways, such as, English names in Roman letters. English names with Thai characters, the name of Thai in English, etc. The name in this way shows the influence of English on the use of Thai. Naming is a symbol that can distinguish people from animals. The meaning of the word "name" of the Royal Institute Dictionary 2011 (Royal Academy, 2556: 384) defines it as "the term used to refer to animals, places and things generally or in particular. Specifically, the name is also part of the distribution of cosmetic products. At present, the name of the product is very modern in itself, such as borrowing words in English. Nowadays, it has gained popularity in the international market. The name is derived from the English words mixed with Thai words. While some Thai brands own a business. Thai words are used in naming. Thai language began to play a role in naming. Cosmetics are a kind of beauty product that can reflect the modernity of the language through the naming. It is also classified as a type of product named color. The colors of the cosmetics are very prominent, especially, the survey of cosmetics stores in the mall, and lipsticks are one of the top three products. Lipstick can reflect the modern. It is an ideal product to learn about color naming. There are a variety of lipsticks and shades. The Colors of Lipstick can make to look bright, attract attention from the other people. It is also indicative of women. Lipstick is a waste product because there are a lot of lipstick production and different shades. Observed by advertising in various media, including television magazines as well as advertising through social media online. Social media online, it is a channel that the supplier can reach buyers quickly, such as use as a channel to communicate and educate about a product or service, including 122 Sarawadee Manoosawet et al. / Proceeding – Social Science (2018), page 120–126 product ads. Used as a way to ask for feedback. At the same time, buyers are able to use social media channels to reach their merchandise as quickly as they like to shop and inquiries. Preliminary observation about of lipstick found that the name of the lipstick will be used to create a lipstick for Attract buyers, especially English words used as a lipstick with Thai words in the same colors lipstick, for example, Daeng Rose, Daeng Apple, Orange Khem, etc. In addition to naming the lipstick will be for commercial purposes. The distribution is also a part that can reflect the idea, reflects marketing values; reflect the value of the product by using the Thai name. As well as creating new words have come up more clearly. Therefore, the researcher is interested in studying the Method creating words for Thai Lipstick Color Names in one issue: 1) to the creation of the term for Thai lipstick.

Objective The objective of this study is to study the method creating words for Thai lipstick color names.

The Scope of study 1) To study especially lipstick brands that an owner is Thai people 2) To study especially head office (exclude affiliates) 3) To study especially lipstick that publicize on official website (exclude other online society) 4) To study especially lipstick color names that is composed of Thai words and English words

The Advantages of this study To know word formation in Thai lipstick color names

Study Method of This Research In this study, “The Method creating words for Thai Lipstick Color Names" is a step in the process of studying in five steps as detailed below; 123 Sarawadee Manoosawet et al. / Proceeding – Social Science (2018), page 120–126

• Literary review 1) Study concepts and theories related to naming word and word formation; analyze knowledge, ideas and conceptual frameworks, useful in data analysis. 2) Study the research related to color terms, naming and the researches on naming lipstick names. • Gathering information The researcher collected the data as follows:

1) Scope of Content 1.1. Data collection and sampling starting from the collection of Thai lipstick brands owned by Thai company, based on information displayed through the website. 1.2 Survey from website Thai Lipstick brands has the website. For more information on the list of 13 Thai lipstick colors, please refer to the following; Cosluxe, Mistine, Karmart, Ustar, Paponk, Meilinda, Cute Press, Beauty Buffet, Beautycottage, Giffarine, 42U, Reme and KMA 1.3 Select the color of lipstick only Thai lip color in Thai and English. The Researcher not studies the texture of the lipstick because it is not a color name. If Thai lipstick colors names are same, the researcher just count one name. 2) Scope of Time The colors of Thai lipstick can be learned from the website. The duration of the data collection is from January 1 to January 1, 2017. There are 100 contacts. • Population and sample The population is the color of Thai lipstick that appears on the website. The samples were Thai-English and Thai-language lipstick. • Resources used in the study Research and collect information related to the color of Thai lipstick Thai people own the business from 13 official sites (collected in January of 2560), the main site used to search information must be published Thai website.

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• How to organize information 1) The study of the color of Thai lipstick collected to organize the data. In this study will be selected from the lipstick color, the color of Thai lipstick in Thai and English. 2) Analyze components Theories from relevant documents and research both in Thai and English. Analytical studies for the purposes set forth in the study. 3) In the study of word formation the researcher use theory of the type of words of Nawawan Pantumetha (2015) to see what kind of words because her theory has a duty of communication in the classification of words. Including the frequency of how to name the color lipstick Thailand. And display the percentage in order to know how the Thais look like.

Results The study found that the list of colors of Thai lipsticks that meet the criteria set by the researcher is only four brands: Cosluxe, Mistine, Ustar and Giffarine, a total of 100 colors names. This study analyzes and explains how to create a Thai lipstick designation. Find the name of the lipstick Thai way to create two words is the word compound and word stacking. The following details; 1) Compound 96 percent. 2) Complex 4 percent.

1) Compound Word The color of the Thai lipstick has a compound word total 96 words, which word formation of Thai and English words 91 percent and English and Thai 5 percent.

For Compound Word Thai and English words, there are 5 shades: pink, red, orange, purple and brown. The study found that, Thai lipstick colors have word formation, It can be divided into seven types, which are 100 percent.

1. A type of Compound Word [main word + modifier word] + modifier word found that 36 color names, 39.56 %. 2. A type of Compound Word [main word + modifier word] found that 34 color names, 37.36% 125 Sarawadee Manoosawet et al. / Proceeding – Social Science (2018), page 120–126

3. A type of Compound Word main word + [modifier word + modifier word] found that 13 color names, 14.28 %. 4. A type of Compound Word [main word + modifier word + modifier word] + modifier word found that 3 color names, 3.29 %. 5. A type of Compound Word [main word + modifier word] + [modifier word + modifier word] found that 3 color names, 3.29 %. 6. A type of Compound Word main word + [modifier word + main word] found that 1 color name, 1.09 %. 7. A type of Compound Word main word + [modifier word + modifier word + modifier word] found that 1 color name, 1.09 %.

For Compound Word English and Thai words, there are three shades: pink, orange, and nude. Thai lipstick colors have word formation, It can be divided into three types, 100 percent.

1. A type of Compound Word main word + [modifier word + modifier word + modifier word] found that 2 color names, 40 %. 2. A type of Compound Word [modifier word + modifier word + [main word + modifier word] found that 2 color names, 40 %. 3. A type of Compound Word [modifier word + main word] found that 1 color names, 20 %. 2) Complex Word The color of the Thai lipstick has a complex word total 4 words, which word formation of Thai and English words 4 %. For Complex Word Thai and English words, there are 2 shades: pink and red. The study found that, Thai lipstick colors have word formation, It can be divided into three types, which are 100 %. 1. A type of Complex Word main word + [main word + modifier word] found that 2 color names, 50 %. 2. A type of Complex Word main word + [main word + modifier word+ modifier word] found that 1 color name, 25 %. 3. A type of Complex Word [main word + modifier word] + main word found that 1 color name, 25 %. 126 Sarawadee Manoosawet et al. / Proceeding – Social Science (2018), page 120–126

Conclusions Lipstick is one of the most beautiful products in everyday life. It is a type of product that is color names to make it interesting and attracting by buyers, especially women. Naming is a part that can reflect the image. The idea of people in society. So there must be have word formation. The study of result found that Thai lipstick color names had word formation had 2 methods: 1) Compound and 2) Complex. For Thai lipstick color names had word formation by compound Words, which divided into 2 groups. Firstly, Thai words compound with English words, the most popular group of word formation is [main word + modifier word] + modifier word by representing 39.56 percent. Secondly, English words compound with Thai words, the most popular group of word formation is main word +[modifier word + modifier word] by representing 40 percent. Whereas, Thai lipstick color names had word formation by Complex Words, which divided into 1 group. Thai words complex with English words, the most popular group of word formation is main word +[main word + modifier word] by representing 50 percent. Thai lipstick color names of word are the most by compound Word. The owner of the business will be invented and also loan a foreign language used to name of Thai lipstick for get more meaningful meaning and wants to expand into overseas markets and attract tourists to know the Thai brands.

References Cosluxe. [Online]. (2560). Cosluxe. Nonthaburi : http://www.cosluxe.com/ Jiravat Petcharat and Amporn Thongbai. (2013). Foreign languages in Thai. Bangkok : Odeon Store. Karmart. [Online]. (2560). Karmart. Bangkok : http://www.karmarts.co.th/ Mistine. [Online]. (2560). Mistine. Bangkok : http://www.mistine.co.th/ Nawawan Pantumetha. (2015). Thai Grammar. (7th ed.). Bangkok: Chulalokorn University. Royal Academy. (2556). Royal Academy Dictionary 2014. Bangkok: Sirivatana Interprint Public. Ustar. [Online]. (2017). Ustar. Bangkok : https://ustar.co.th. Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Arts and Humanities Area: Arts and Humanities, www.iseec2018.kbu.ac.th May 2018, Page 127-140 The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

The Study of Concept Design and Western Styles in Interior Architecture of the Royal Monasteries during the Reign of King Rama V Tanaporn Dasananda Instructor, Interior Design Department, Faculty of Architecture, Kasem Bundit University

ABSTRACT The main purpose of this research was to study the concept design and the influence of European Style in interior decoration of the Royal Monastery during the Reign of King Rama V case studies research in the royal monastery in Bangkok. The study was relevant elements of interior decoration. As a result, the concept design interior decoration was included two factors. One: Thai traditional ideas on the Buddhist cosmology was known as the Traiphum cosmography. The Traiphum, literally meaning the belief of three worlds that shows the relationship between human and the universe, was adapted into anthropology and philosophical realism. Two: The King Rama V reformed Siam to be modernization in order to maintain national independence. The King Rama V acknowledged and integrated Western knowledge with Thai traditional ideas. This idea was applied in interior design, for example, a political symbolism known as Royal coat of arms of Siam, Seal of the Royal Thai Government and some of mural representation of territorial of Siam. Those were elements of decoration in interior design style in Neo-Classic, Neo-Gothic, Neo- Renaissance and Neo-Baroque while architectural character was Thai tradition style. In addition, aesthetics was integrated into both the Thai traditional and several European styles.

Keywords: Royal Chapel, Reign of King Rama V, Concepts and Styles of the European

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1. Introduction The development of the interior design process study was required to study of origins and evolution in history. The changing points in architecture style and interior design were obviously in the reign of King Rama V during the Rattanakosin period as they were influenced by foreign cultures especially European cultures. These were subsequently applied to lifestyle, cultural, social value and also reflected in artwork, interior design and architecture at that time. Long time ago the historical evidence was found the existence of the relationship between Siam and other nations especially with Westerners. During King Narai era in Ayutthaya period, the architecture in European styles was appeared at Lopburi province. Moreover, technique of construction in architecture was also influenced from Westerners. In early Rattanakosin era, Siam had relation with many ethnicities. The old city was used as a centre community of various ethnicities such as Kutichen is Chinese society. Some of monastery architecture such as Kuan an keang Shrine, Bang Luang Mosque, Santa Cruz, the Roman Catholic church, was built in 1770 by Portuguese legacy. Siam social was noticeably compounded with other cultures of nationality. At that time, European had many powers on Indochina and enlarged contracts with Siam during the reign of Rama IV. That era, Western technicality was visibly found on Siam traditional paintings and some of Westerners’ mural portraits in Monastery. Until Rama V era, the adjustment of administrative policy was consonant with the situation of western power spread in Indochina. The King developed infrastructures as an index of civilization such as public development, transportation by constructing the first railway, improvement of health care and educational development. The King Rama V era was characterized the modernization of Siam. It was reflected on painting, sculpture, architecture and interior design. The evidence was obvious not only new building construction for public function but also Royal monasteries renovation and construction on new conception. For forty-two years of Rama V period, The King built and renovated both Royal and local monasteries for more than 40 places. The Royal monasteries are visibly influenced of European Style. Thus, this research aimed to study the concepts and style of the European in interior decoration of the Royal Monasteries in order to examine the evolution and development in interior design during Rattanakosin era.

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2. Scope of the Study The scope of this research was focused on only the royal monasteries that were constructed or renovated like as renew only in Bangkok. Therefore, four case studies presented in this article consisted of 1. Wat Ratchabophit Sathit Maha Simaram Ratcha Wora Wihan. The temple was built during the reign of King Chulalongkorn. The construction supervisor was His Royal Highness Prince Parditvorakarn and Duke Thammatikornnatibudi. The interior designer was Prince of King Rama 3, His Royal Highness Prince Chomsai. 2. Wat Thepsirindr Ratcha Wora Wihan. The temple was built during the reign of King Chulalongkorn. The construction supervisor was His Royal Highness Prince Kunjaronponpoonsavat. 3. Wat Benchamabophit Dusitvanaram Ratcha Wora Wihan. The temple was built during the reign of King Chulalongkorn. The architect and interior designer was His Royal Highness Prince Narisara Nuwattiwong (Prince Chitcharoen). 4. Wat Rachathiwat Ratcha Wora Wihan. The temple was built during the reign of King Chulalongkorn. The architect and interior designer was His Royal Highness Prince Narisara Nuwattiwong (Prince Chitcharoen). The construction supervisor was Carlo Allegri, an Italian engineer.

3. Review of Related Literature The literature review provided an overview of the research as contributed to the conceptual framework of this study: 3.1 The history of western architecture that appeared in the Ayutthaya period such as King Narai’s Palace, Notre dame de Lorete Church, L’Immaculée conception Church until the early Rattanakosin era as Assumption Cathedral, Santa Cruise Church, Saranrom Palace, Phra Nakhon Khiri Historical Park which were influenced from the western style in architecture and interior design. 3.2 Thai ideology is cosmology known as Traiphum that was related to humanity and the universe. Moreover, The King was referred as an intermediary between environment and supernatural power as god. (Santi Leksukum, 2005) During King Rama IV era, Thai ideology was changed to realism ideology that was influenced by European philosophy. These effects 130 Tanaporn Dasânanda / Proceeding – Social Science (2018), page 127–140 created work of art. The murals that had European human and some western story were firstly appeared in Rattanakosin era. Moreover, Western technic on painting was also appeared as well such as light and shadow liken to in three dimensions of realism. These styles were different from Thai tradition mural. These effects reflected on painting, sculpture, architecture and interior decoration in the royal monasteries. (Chartree Pakritnontakarn, 2004) 3.3 In the reign of King Rama V, the western power on Indochina had been the key factor to adjust the authority governance on state which brought about to appearance of state symbols as European nation. The theory of modern state formation was the elements of political structure and process including territory of state, governors of state, state populations and independency (Roskin, Cord, Medeiros, Jones, 1997:28-30). As Siam was threatened by Western expansionism through the political and acts, The King managed to save Siam from colonization. These were the changing point of Siam to be a modernizing nation. 3.4 A study of Architecture and interior design style in the countries which the king Rama V had visited. The king visited to Singapore and Java in 1870 and British India during 1870-1872 because they were British colonies which colonial architecture was appeared. The King went to European countries twice in his majesty era. The First route that The King went to consisted of 13 countries such as Italy, France, Russian, Sweden and England. At that time, the international style known as Art Nouveau was appeared in Europe but Neo-Classic style was the one in trend which was the style before the appearance of Art Nouveau. There were the revival of architecture and style in interior design as Neo-Gothic, Neo-Baroque and Neo-Renaissance style. 3.5 A study used primary data of each case study such as history of construction and concept of architect.

4. Research Methodology This research was qualitative research. The data were collected by interview, observation and photo record. 4.1 Individual interviews to whom responsible for the structure of royal monasteries. 4.2 Observation and photo record of architecture style of royal monasteries. 131 Tanaporn Dasânanda / Proceeding – Social Science (2018), page 127–140

4.3 Observation and photo record of murals and sculpture that are interior design element of royal monasteries. 4.4 Focus groups by professor of art history and professor of architecture history for data discussion of case studies.

5. Results A study of the concept and style in Interior Decoration of the royal monasteries were visibly found: 5.1 The appearance of mural style from idealism to realism. Not only content but also styles on painting.

Figure 1 Mural at Ratchasitaram Temple Rama I, Tanaporn (Photo by the Researcher)

Figure 2 Mural at Baromnivas Temple Rama III-IV, Tanaporn (Photo by the Researcher) 5.2 The appearance of symbol about political and territory of Siam by interior decoration in the royal monasteries such as Royal coat of arms of Siam created by King Rama V. The symbol were designed in western style combined with Thai tradition pattern: 132 Tanaporn Dasânanda / Proceeding – Social Science (2018), page 127–140

Great seal of the realm, Great royal seals, Royal decorations and Royal medals of Thailand such as The Most Illustrious Order of the Royal House of Chakri dynasty. The Ancient and Auspicious Order of the Nine Gems, The Most Exalted Order of the White Elephant including a mural in royal monasteries was the most important of pagoda at northern, southern, east and west of Siam that represent territory of Siam. These are element of interior decoration in Royal monasteries.

Figure 3 Royal coat of arms of Siam symbol at Wat Ratchabophit Sathit Maha Simaram Ratcha Wora Wihan, Tanaporn (Photo by the Researcher)

Figure 4 Royal coat of arms of Siam symbol at Wat Thepsirindr Ratcha Wora Wihan, Tanaporn (Photo by the Researcher)

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Figure 5 Royal decorations and Royal medals of Siam such as The Most Illustrious Order of the Royal House of Chakri dynasty and The Ancient and Auspicious Order of the Nine Gems at Wat Thepsirindr Ratcha Wora Wihan, Tanaporn (Photo by the Researcher)

Figure 6 Mural in royal monastery represented the most important of pagoda of Siam at Wat Benchamabophit Dusitvanaram Ratcha Wora Wihan, Tanaporn (Photo by the Researcher)

Figure 7 Royal symbol of Chakri dynasty at Wat Rachathiwat Ratcha Wora Wihan, Tanaporn (Photo by the Researcher) 134 Tanaporn Dasânanda / Proceeding – Social Science (2018), page 127–140

5.3 The appearance of European style in interior decoration of the royal monasteries.

Table 1. This is an analysis of interior design elements for each case study.

Wat Wat Wat Wat Ratchabophit Thepsirindr Benchamabopt Rachathiwat Topic Sathit Maha Ratcha Wora Dusitvanaram Ratcha Wora Simaram Ratcha Wihan Ratcha Wora Wihan Wora Wihan Wihan 1. Architecture Thai traditional Thai traditional Thai traditional Khmer Style Architecture Architecture Architecture Architecture combined with aesthetic Baroque style

2. Functional in Thai traditional Thai traditional Thai traditional Thai traditional interior space monastery monastery monastery monastery 3. Mass of Only one Only one Greek cross plan. Only one interior space rectangle hall rectangle hall rectangle hall without column with column with column inner space. inner space. inner space. 4. Decorate Attic ceiling Attic ceiling Attic ceiling Attic ceiling ceiling design as Neo design as Neo design as Thai design as Neo classic style. classic style. traditional style. renaissance style. 5. Content of Painting gold Painting pattern Main painting is Painting content mural color of flower. of Thai flower. pagoda in is 10 last several location previous lives of of Siam and sub the Buddha painting is deity practiced 10 pattern. persevere. 135 Tanaporn Dasânanda / Proceeding – Social Science (2018), page 127–140

Wat Wat Wat Wat Ratchabophit Thepsirindr Benchamabopt Rachathiwat Topic Sathit Maha Ratcha Wora Dusitvanaram Ratcha Wora Simaram Ratcha Wihan Ratcha Wora Wihan Wora Wihan Wihan 6. Style of Monochromatic Thai flower Main painting The painting painting color is used to painting pattern presents represents create the has merged with elevation of realistic in atmosphere in the layout of architecture in European style the background European styles European style. and It is related and the painting painting. Sub painting in to the structure is related to the Thai traditional of architecture. structure of pattern has architecture. merged with the layout of European style. 7. Sculpture is Varieties of Stucco of Royal Don’t appear. Arch of Buddha ornament in plant, stucco decorations and is stucco great interior design Coat of Arm of Royal medals of royal seal Siam together Thailand have symbol which with an acronym merged with represent The of King has layout of King Rama 1 - merged with the ornament in King Rama 5. layout of European style. These are ornament in presented in European style. European style like Baroque decoration. 8. Pattern of Marble layout in Marble layout in Marble layout in Marble layout in floor European style European style. European style. European style.

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Wat Wat Wat Wat Ratchabophit Thepsirindr Benchamabopt Rachathiwat Topic Sathit Maha Ratcha Wora Dusitvanaram Ratcha Wora Simaram Ratcha Wihan Ratcha Wora Wihan Wora Wihan Wihan 9. Ornament of Marble inlay on Pilaster in Pointed arch Mural is wall the bottom part interior stained glass of presented of the wall is in decoration and window is in Thai European style European layout ceramic tile traditional such as realistic style. pattern which pattern. Marble and marble inlay The painting on inlay on bottom inlay on bottom on bottom of upper part is of wall are in the of wall is in wall layout in related to the European style European layout European style. structure of style. architecture. Marble inlay under mural is presented in the picture frame. 10. European style Neo Gothic style Neo Classic Neo Gothic, Neo Neo Renaissance appear in interior Baroque and and Neo decoration Italy Baroque Baroque

Figure 8. The appearance of European style in Wat Ratchabophit Sathit Maha Simaram Ratcha Wora Wihan. Tanaporn (Photo by the Researcher)

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Figure 9. The appearance of European style in Wat Rachathiwat Ratcha Wora Wihan. Tanaporn (Photo by the Researcher)

Figure 10. The appearance of European style in Wat Benchamabophit Dusitvanaram Ratcha Wora Wihan. Tanaporn (Photo by the Researcher)

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Figure 11. The appearance of European style in Wat Thepsirindr Ratcha Wora Wihan. Tanaporn (Photo by the Researcher)

6. Discussion/Conclusion Main factors that affect concept and style in Interior Decoration of the Royal Monasteries during the Reign of King Rama V. consisted of 6.1 Thai traditional living idea that based on Buddhism beliefs was related to the philosophy of cosmology known as “Traiphurm” which was related to human and the universe. Particularly, the human and movement of the sun, moon and the seasonal change. During the reign of King Rama V, a train of thought transformed to the philosophical realism which was influenced from the European ideology. These effects were reflected on painting, sculpture, architecture and interior decoration in royal monasteries. 6.2 The effect of western power on Indochina led to the modernization of Siam by The King Rama V. To achieve the modernization theory, Siam established a centralized administration, educational system, transportation, communication and modern architecture which were infrastructures that used as an index of civilization. The King Rama V went to Asia colonial country once and to European twice such as Italy, France and Germany. The relationship between Siam and the Western had many routes. At that time, there were many European employees in the Siamese administration including artists and architects so 139 Tanaporn Dasânanda / Proceeding – Social Science (2018), page 127–140 that we can study art and architecture in European style. Moreover, The King supported Thai people to study in European countries. Thus, this led to the combination between Thai tradition style and European style in architecture. 6.3 The King Rama V. had maintained the independence of Siam and expressed state sovereignty of the Siam by using political symbolism in interior decoration in Royal Monasteries. The King chose political symbolism known as Royal coat of arms of Siam, Seal of the Royal Thai Government which represented the authority governance and the independence of Siam. In addition, pagoda mural also represented the Siam territorial. The European style in interior decoration of the royal monasteries during the reign of King Rama V were appeared not only one style but also numerous European styles such as Neo-Classic, Neo-Gothic and Neo-Baroque style while architectural character is Thai traditional Style. Moreover, those were the element of interior decoration which was an aesthetic combination of Thai traditional style and European style.

7. Acknowledgement Researcher would like to thank Kasem Bundit University for fondly support throughout this research especially the research office for all recommendations and all of Professors who gave guidelines and discussion for this study.

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8. References

Thai Reference [1] Chartree Pakritnontakarn, (2547). Politics and Socialist appear in Siam Architecture. Bangkok: Matichon Press. [2] Santi Leksukum, (2548). Painting of the reign of King Rama III The idea of changing the expression is changed accordingly. 1st edition. Bangkok: Ancient City Publishing. [3] Somchai Junsiriarrak, (2553). Western Architecture in Siam, Reign of King Rama IV 1937. 1st edition. Bangkok: Amarin Printing & Publishing.

English Reference [1] Aldrich, Robert. (2015). France and the King of Siam, An Asian King’s Visits to the Republican Capital. French: French History. Academic Journal Vol.6, 225-239 [2] Fasoli, Vilma and Francesca B.Filippi. (2014). The penetration of Italian professionals in the context of the Siamese modernization. Rome: ABE Journal (Online), 5. Architecture beyond Europe [3] Roskin, G Michael., Cord, L Robert., Medeiros, A James. Jones, S Walter. (1997). Political Science: An Introduction. United States of America: Pearson Education Limited.

Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Arts and Humanities Area: Arts and Humanities, www.iseec2018.kbu.ac.th May 2018, Page 141-146 The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

The Translating Methods of the Chinese Movie Names into Thai Supawan Kaewpongpok1 and Qin MeiLing2 1Asso. Dean for Faculty of Liberal Arts, Kasem Bundit University, 60 Romklao Road, Minburi, Bangkok 10510, E-mail: [email protected] 2Graduate student from Master of Art Programme in Thai Language to Modern Communication, Kasem Bundit University, [email protected] ABSTRACT The purpose of this research was to study translating methods of the Chinese movie names into Thai. The researchers collected 59 Chinese movies from www.movie.mthai.com and www.Movie.thaiware that translated into 59 Thai names, started since 2010 to 2016. The study revealed methods of translating Chinese movie names into Thai consisted of 3 methods. These methods were transliteration, translating and renaming. A result is divided into 2 groups as 1) using only one method found 55 names (93.22%) and 2) using two methods found 4 names (6.77%). Renaming method was used the most, whereas translation method was the least.

Keywords: Translating Methods, Chinese Movie Names, Thai

1. Introduction Language is a tool for human communication. Human beings use language to convey their thought knowledge and feelings. They needs to know others. The language can also be a tool to convey culture as the importance of language that "Language is a tool for recording and transmitting culture. Because the language is symbolic in order to express the thoughts and feelings of human beings, it is the product of culture or the life style of human society. Thus, the language will give rise to the feelings, opinions and values of the society more or less”. In addition, the language will convey the culture from generation to generation. Language can also convey culture from one society to another by translating [1].

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Language translation is the way to make people in different cultural societies. "Refers to the transfer of a language from one language to another language, ranging from ancient This is due to the spread of religion and civilization. It began with the translation of Hebrew into Greek and Latin in the case of Christianity. Translated into other languages " [2] and "To translate from one language to another, the translator must know the characteristics of the language, otherwise the communication may be inaccurate." [3] Translation is one way that people in different societies understand each other. The translation is used in various circles such as translation of books. Translation to Tourism Translation for entertainment purposes. The translation is the transfer of knowledge, thought, or culture of one society to another.

When bringing foreign movies to Thailand, Thai viewers must have a translation method for Thai viewers to understand. Language translation is an important part of conveying and presenting the story. In addition to the translation in the story of the movie, the name of the foreign movie is part of the movie. So it has to be translated the movie name because the title of one thing that can attract the recipient to watch the movie. The translator must choose how to translate the movie title.

Chinese movie is one of the foreign movies released in Thailand. Especially during 2010 – 2016, it is a time when Korean movies and Korean dramas are popular. Chinese movies are still available in Thailand, as shown in www.movie.mthai and www.movie thaiware, showing that Chinese movies are viewed by Thai viewers. Even before 2010, Chinese films were released in Thailand, but not much after 2010, many Chinese movies have been released. Therefore, the study of how to translate the title of Chinese movies into Thai that what kind of translation. This is useful in language as a means of translation. The language of Chinese cinema in modern Thai society can be seen. The translation can also be used to name other medias.

2. Objective To study Chinese movie names translation into Thai in 2010-2016 B.C.

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3. Scope of Study This research is a study of Chinese movie names translated into Thai from 2010 to 2016 and only collected from www.movie.mthai.com and www.thaiware movie. Both of these websites have included movies from Major Cineplex and SF Cinema.

4. Definition of study The Chinese movie names into Thai mean Chinese movie names with Chinese names and translated into Thai names when screened in Thailand since 2010-2016.

5. Result of study According to the analysis of the method of translating the Chinese’s cinema names into Thai in the year 2010-2016, the total of 59 names found that there is way to translate into 3 methods: Transliteration Translation and Renaming. That can be divided into 2 groups: 1. The 1st group has are method to translate Chinese’s cinema names. 2. The 2nd group has two methods to translate Chinese’s cinema names. As follows: 1. The 1st group has one method to translate Chinese’s cinema names which have 55 names or 93.22% : 1.1 Transliteration refers to the names of the Chinese’s cinema, using the Thai words transliterated Chinese words. These have 7 names or 12.73% and divided to 2 characters are 1.1.1 All transliterated and Reinforce, 3 names. 1.1.2 Partial transliterated and Reinforce, 4 names. 1.2 Translation to the names of the Chinese’s cinema, Interpreting the Meaning of Chinese to Thai name. These have 6 names or 10.91% and divided to 2 characters are 1.2.1 Partial translation and Reinforce, 4 names. 1.2.2 All translation and Reinforce, 2 names. 1.3 Renaming mean the new naming of the cinema in Thai. These have 42 names or 76.36% and divided to 2 characters are 1.3.1 The new name is used with the original meaning, 12 names 1.3.2 The new name without the original meaning. 30 names

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2. The 2nd group has two a method, to translate Chinese’s cinema names have 7 names or 12.73%. These are the combination between transliteration and translation. The characteristics are among transliteration, partial translation and reinforcement.

Table 1: The number of Chinese movie names translated and grouped by method of translation Grouped by Method Characteristics Count of Percent method the (%) number (Name) The 1st group Transliteration All transliterated and has are method Reinforce (3 names) to translate Partial transliterated and 7 11.86 Chinese Reinforce (4 names) movie names. Translation Partial translation and Reinforce (4 names) 6 10.17 All translation and Reinforce (2 names) Renaming The new name is used with the original meaning 42 71.19 (12 names) The new name without the original meaning (30 names) The 2nd group Transliteration transliteration, partial has two and Translation translations and 4 6.78 method to reinforcement translate Chinese movie names. Total 59 100

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6. Conclusions According to the analysis the Chinese’s cinema names translating methods into Thai since 2010-2016, the total of 59 names found that there have 3 methods to translate: Transliteration Translation and Renaming. In 3 methods to translate the research can order the method from the most popular to the least as follows: 1) Renaming Found 42 names in 59 names. 2) Transliteration found 7 names in 59 names. 3) Translation found 6 names in 59 names.

Transliteration in The Chinese movie names indicates that the transliteration is the name of the protagonist in the story or the name of places; for example 唐奘 (Chawncang) 杨贵妃(Yangkutfei) . It is called that the name of the protagonist are a importance city and a famous person, respectively.

Translation in The Chinese movie names indicates that it is a translation of the original meaning or meaning that is linked, as example Copper sparrow is the place name that the important events about Cao Chao in the Three Kingdoms. In contrast, It is called Cao Chao that’s better than using the word “Copper sparrow” when it screened in Thailand. Renaming is the most used method. The new name is used with the original meaning it is often used with a fighting movie or action movie. It is emphasized by verbs of fighting type for really visualize. The study found that the translating methods of the Chinese movie names into Thai are transliteration, translation and Renaming. There is also a part that is found in every translation were reinforcement. Reinforcement in the Chinese movie names translated into Thai noticed that when renaming of the new Thai is reflection of the art of Thai Language ,Thai culture and the background of the Thai costumers who choose movie by the movie name.

146 Amonwadee Laokhetkit and Wasana Kanchanakhuha / Proceeding – Social Science (2018), page 141–146

References [1] Manoosawet, C. (1995). Basic Thai. Bangkok: The Association of Private Education Institutions of Thailand. [2] Srinarawat, D. (2015). Language and Linguistic. Bangkok: Thammasat University. [3] Kaopsiripat, W. (2005). Linguistic translation. Mahasarakham: Mahasarakham University.

Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Arts and Humanities Area: Arts and Humanities, www.iseec2018.kbu.ac.th May 2018, Page 147-166 The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

Written Reflections and Learning Development: Perceptions of Pre-Service EFL Teachers Rosukhon Swatevacharkul Assistant Professor (English Language Teaching), Assumption University, Email: [email protected] 592/3 Soi Ramkamhaeng 24, Ramkamhaeng Road, Hua Mak, Bangkok 10240

ABSTRACT The objectives of this study were to explore perceptions of pre-service EFL teachers of written reflections, how written reflections develop learning, and the process of writing reflections. This study took the form of a qualitative research design, using written self- reflections, open-ended questionnaires, and a semi-structured interview. The participants were 14 South East Asian graduate students in the English Language Teaching program at an international university located in Bangkok, Thailand. The data were analyzed using a thematic content analysis, and the inter-rater data reliability was ensured. The findings revealed the perceived values of written reflections in empowering learners for their own learning development in terms of cognitive (improvement of English writing ability and better understanding of contents), metacognitive (metacognitive learning strategy development and awareness of self-improvement), and affective/social (increase of self- confidence and promotion of social process of learning) development. The reflection process findings revealed note taking in class, lesson revision and collaborative learning out of class. Pedagogical implications are discussed, and future research is recommended.

Keywords: Written Reflections, English Language Teaching, Perceptions of Pre-Service EFL Teachers.

1. Introduction In this 21st century era, the learner-centered teaching has been emphasized with the ultimate goal to develop learner autonomy which leads to life-long learning. There are 148 Rosukhon Swatevacharkul / Proceeding – Social Science (2018), page 147–166 tasks and activities to fulfill this educational goal. One of them is reflective practices on the part of students. Students should be encouraged to reflect on content and teaching/learning processes [1]. Reflective pedagogy which develops educational professionalism requires professionals to evaluate their actions, attempt to understand their own motives, rationales, and practices, and then try to improve on their work [2]. Reflection has been a popular concept and practice in general education and language education [2]. Reflective thinking or the ability to reflect on practice of learners is the learner development goal of many courses especially professional degrees. Reflective thinking is important and should be promoted as learners in knowledge-based societies need to be able to make reflective judgments [3] and cope with sophisticated problems [4]. Students can develop their own and new understandings through reflection. Creating ownership of their learning is crucial for the process of learning development which takes into consideration learner differences and learning styles of individual learners [5].

2. Review of Related Literature What is Reflection? According to Boud et al. (1985: 3), reflection is “a generic term for those intellectual and affective activities in which individuals engage to explore their experiences in order to lead to new understandings and appreciation” [5]. The term “introspection” is used to refer to self- reflection which means self-observation, self-examination, and report of thoughts, ideas, desires, and feelings. It is a mental process done consciously [6]. Synthesized definition of reflection is offered by Kember et al. (2001: 174) [3].  The subject matter of reflection is an ill-defined problem – the type of issues and cases dealt with in professional practice.  In professional practice the process of reflection may be triggered by an unusual case or deliberate attempts to revisit past experiences.  Reflection can occur through stimuli other than problems or disturbances to the normal routine. The stimuli may be encouraged or arranged. 149 Rosukhon Swatevacharkul / Proceeding – Social Science (2018), page 147–166

 Reflection operates through a careful re-examination and evaluation of experience, beliefs and knowledge.  Reflection most commonly involves looking back or reviewing past actions, though competent professionals can develop the ability to reflect while carrying out their practice. Reflection is not an easy task as it requires writing about one’s own practice with knowledge on the principles underpinning such actions. Consequently, greater awareness of one’s own practice is raised, leading to informed decision making [7] and a change of perspectives [3]. Levels of Reflection Reflection is performed at a different level. Research carried out with student-teachers by Bain et al. (2002) suggested that teachers’ feedback to students’ reflections focusing on the level of reflection achieved would be more effective to improve writing reflections than feedback emphasizing teaching issues [8]. For this reason, it is worthwhile to explore levels of reflection. There are four levels of self-reflection, according to Kember et al. (2008) who developed a questionnaire to measure the level of reflective thinking [3]. The four levels are habitual action, understanding, reflection, and critical reflection. Habitual action or non-reflection is that which occurs with little conscious thought. This level is similar to surface learning. The example is when a student provides an answer even though he or she does not understand the concept or theory underpinning it. Understanding level is consistent with a deep learning approach and it occurs when a student makes an attempt to understand a concept or a topic. That is when a student tries to understand the underlying meaning. This category does not imply that students reflect if students do not relate the concept to personal experiences or real-life applications, which creates no personal meaning and no assimilation into the knowledge structure of the students. Reflection occurs when students take and consider a concept with regard to their personal experiences, and they apply the theory. Personal meaning is created as they relate 150 Rosukhon Swatevacharkul / Proceeding – Social Science (2018), page 147–166 the concept to other knowledge and experience. In short, students attempt to apply the theory based on their understanding of the concept. Critical reflection is the highest level of reflection and implies an undergoing perspective transformation. “To undergo a change in perspective requires us to recognize and change these presumptions. To undergo critical reflection, it is necessary to conduct a critical review of presuppositions from conscious and unconscious prior learning and their consequences” (p. 374). However, it is hard for a conceptual change to occur since it is deeply embedded. Critical reflection is likely to occur from students who are still learning the contents or profession and are developing ingrained conceptions. Reflection as a Learning Tool According to Carroll (1994), regular reflective writing is a powerful language learning activity as it assists students not only to understand themselves but also to learn from their experiences [7]. It is considered a useful learning activity for adult learners for their professional development. Regular reflections give rise to an increasing awareness of what they are doing, which in turn, creates informed decision making. Carroll (1994) argued that, in general, when writing about what being learned, people learn and understand better. More importantly, they learn and understand more when they care about what they write. Hence, reflection in the form of journal has a potential for increasing students’ interest and involvement with course material, encouraging and empowering students to assume greater learning responsibility, and providing opportunities for students to give feedback to the teacher [9]. Written reflection therefore leads to deep learning. As Case and Gunstone (2001) pointed out, students who employ a deep learning approach are likely to achieve more sophisticated learning outcome compared to those applying a surface learning approach which seems to lack an attempt to understand what is being learned [10]. In terms of language learning, journals, one form of reflection, help students become autonomous by understanding their own learning styles and advancements. For teachers, they can know what their students are thinking about learning activities, and this enables curriculum negotiation. Put simply, teachers can improve their teaching and the selection of learning activities. Journals are therefore helpful for both teachers and students [7]. Reflection and Learning Achievement 151 Rosukhon Swatevacharkul / Proceeding – Social Science (2018), page 147–166

Evidently, reflection leads to learning achievement. Among them, a large-scale study conducted in Singapore for a period of one academic year by Lew and Schmidt (2011a) with 3460 first year polytechnic students showed that reflection journals contributed to an encouragement of self-reflection and learning [11]. The three categories reflected by the students included critical review of their past learning experience, cognitive learning strategies, and summaries of the lesson learned. Compared over the year time, the findings also suggested the increased number of reflective activities as the year progressed which revealed their reflective skills improvements. Another study by Lew and Schmidt (2011b) with 690 first year students in the field of applied science at the same institute in Singapore showed that self-reflections on the learning process and contents could lead to academic performance achievement although to just a certain degree as the correlational analysis showed a weak relationship [12]. In another study by Harris (2005), a longitudinal study over four years with 110 nursing students disclosed that reflective journals promoted self-directed learning. It was found that although writing reflections is time-consuming, self-insight and self-development as well as life-long learning can be effectively promoted [10]. Argued by Black et al. (2012), pre-service preparation programs should include reflection as a means to assist future educators for effective practice which will be important for their professional roles [13]. According to Silberman (1996), learning journals, or a reflective log or diary kept by students over time, are widely used for reflection [13]. This study therefore employed learning journals as a learning tool to provide the opportunities for pre-service English as a foreign language or EFL teachers to reflect on their learning which was strongly believed to help develop their reflective skills. For the research purposes, their perceptions towards written reflections and insights on the process of writing should be examined. The findings would inform how they perceived their written reflections and what benefits they gained to help their learning. Teachers could make use of the findings to make the most of reflections as a learning and teaching tool for benefits of expanding students’ learning if they perceived the value of reflections.

3. Objectives To explore perceptions of pre-service EFL teachers of written reflections; how written reflections develop learning; and the process of writing reflections 152 Rosukhon Swatevacharkul / Proceeding – Social Science (2018), page 147–166

4. Research Methodology 4.1 Subject and Context of the Study The subject consisted of 14 students in the English Language Teaching (ELT) program of the first semester of the academic year 2107, aged between 24 and 40 years, at an international private university in Bangkok, Thailand. Among them, there were 9 Thai students, 3 Chinese students, and 2 Myanmar students. Only two students from Myanmar and China have had teaching experiences at a school. The majority does not have any teaching experiences and recently graduated with a bachelor’s degree. The participants enrolled in Language Teaching Methodology which is a required course offered on Sunday from 13.00-16.00 during August to November 2017 for 15 weeks. The 3- credit course aims to provide theories and principles of language teaching as a second and foreign language as well as teaching practices in a classroom. English is a medium of instruction. Besides taking this course, the students also took the other three core courses during this first semester, that is, Research Methodology in Language Study, Foundation to Language Study, and Second Language Acquisition. 4.2 Research Design and Procedures This study was a qualitative research design. Data were gathered through these procedures. First, students wrote a page long journal to reflect on their learning each week outside the class and submitted in class the following Sunday. The reason for the one-page reflection is to train students to organize their thoughts and present their ideas clearly and concisely. Students received their written reflection back with the teacher/researcher’s feedback, response to their thoughts or questions if any, and comments the following Sunday. The teacher also shared her knowledge and experience regarding particular issues in response to the reflections. Students were required to keep all of the 12 reflections in a folder for a final submission at the end of the course. Twenty per cent were allocated for written reflections. During week 15, the open-ended questionnaires were distributed to each student in class to complete in English. After that, five students (3 female and 2 male students of mixed nationalities) were purposively selected for a semi-structured interview in English to probe information obtained from the questionnaire and explore the process of writing reflections. 153 Rosukhon Swatevacharkul / Proceeding – Social Science (2018), page 147–166

4.3 Instruments The three research instruments were 12 weekly reflections from journal writing, open- ended questionnaire, and a semi-structured interview. 1) Weekly reflection There was no guiding question for reflection as the study aimed to explore how individual students who did not have experience of writing self-reflection would reflect on their learning which could somewhat reveal several reflective information, a pattern of reflections and a level of their reflection. The written reflection was treated as a dialogue between the teacher and a student. 2) Open-ended questionnaire The first open-ended questions aimed to study their perceived value of learning reflections (the first research objective) and the rest were to answer the second research objective on how written reflections helped improve learning. 1. Are reflections beneficial to you? If so, how are they beneficial? If not, why aren’t they beneficial? 2. What improvements have you made since your first self-reflection? 3. What have you learned from writing weekly self-reflection? Please explain. 4. What do you like most/least about writing the learning reflections? 3) A semi-structured interview The guiding questions on the process of writing reflections (for research objective 3) were: 1. How do you usually write your reflections? What are the processes? 2. As you are studying in the class, do you think about the topic(s)/issue(s) to reflect later? How? 3. How do you choose what to reflect when you write your reflections?

5. Data Analysis Qualitative data were analyzed using a thematic content analysis with an attempt to derive key words for data categorization. Next, a quantification process was performed by 154 Rosukhon Swatevacharkul / Proceeding – Social Science (2018), page 147–166 counting the same or similar information, and percentages were then computed to obtain frequencies of each information category. Pearson correlation showed the inter-coder reliability of 0.97.

6. Results For the first research objective: perceptions of the participants on written reflection, the findings showed that all students answered Yes (100%) which means reflections were perceived beneficial. For the second research objective: how written reflections develop learning, the findings of the data analysis were presented in Tables 1 to 3 which showed that self-reflections helped learning development in several aspects, which are: 1. cognitive development which included improvement of English writing ability and better understanding of contents learned which encouraged critical thinking, 2. metacognitive development which includes metacognitive learning strategy development and awareness of self-improvement, and 3. affective/social development which includes an increase of self-confidence and promotion of social process of learning. Table 1: Benefits of Written Reflections Benefits of written reflections Frequen Percent Learning development cy age Domain 1. Review of ELT contents and teaching 16 45.70 Cognitive methods 2. Improvement of writing skills 13 37.14 Cognitive 3. Critical thinking 3 8.58 Cognitive 4. Awareness for self-improvement 3 8.58 Metacognitive

Students viewed that reflections are firstly beneficial in terms of lesson review for clear or better understanding of content knowledge before writing, and secondly writing reflections helped improve their writing skills.

155 Rosukhon Swatevacharkul / Proceeding – Social Science (2018), page 147–166

“Yes, they are (beneficial). … It has helped on how to summarize what I have learned in each week, how to write the personal reflection based on personal experience relevant to what have been studied on each week.” (Thai student # 3)

“The obvious improvement in my writing is better in terms of using vocabulary and writing a paragraph. Also, during the class I learned to do my own summary of each lesson which improved my summarizing skill.” (Thai student # 6)

“Sure, they are very beneficial. They can help me know what my weaknesses are to improve my study. Moreover, they let me know my interest to search more and gain the benefit from them.” (Thai student # 9)

Table 2: What Students Learned from Written Reflections What students learned from Frequency Percentage Learning development written reflections Domain 1. Practice of writing skills 10 52.63 Cognitive 2. Review of contents 5 26.32 Cognitive 3. Critical thinking 2 10.53 Cognitive 4. Expression of feeling 1 5.26 Affective 5. Time management 1 5.26 Metacognitive

Practice of writing skills was reported the highest, followed by review of contents being learned in class and development of critical thinking skills.

“I have learned a lot from writing self-reflection such as I don’t know how to make paragraph at first but by teacher’s correcting to me, I can understand it and do it in the right way.” (Myanmar student # 12)

“I learned how to organize when I wrote self-reflection. Sometimes, I didn’t be aware of the organization of writing because I didn’t like writing; even though I know the writing is also important for me to learn English as a second language.” (Thai student# 8)

“Every time I wrote a self-reflection, I will review what we have learnt in the class. I also took some notes that I had my own opinion. Then I discuss in my self-reflection.” (Chinese student# 1) 156 Rosukhon Swatevacharkul / Proceeding – Social Science (2018), page 147–166

Table 3: What Students Like Most and Least Like most Frequency Percentage Learning Like least Frequency Percentage development Domain 1. Encouraging 6 33.33 Cognitive None 9 64.29 thinking about contents and experiences 2. Helping 6 33.33 Cognitive Difficulties 4 28.57 improve in thinking writing and learning 3. Expressing 6 33.33 Affective/ Not much 1 7.14 thoughts, ideas, Social time for feelings, writing opinions and communicating with the teacher

According to Table 3, there are three things students liked most, which were equally (33.33%) mentioned while most of them (64.29%) mentioned that there was nothing they did not like regarding reflections. “I like it. That reflections make me think a lot, think about what I have learnt, what I have experienced. It pushes me to think, think in a critical way.” (Chinese student # 1)

“In my opinion, I think I can analyze myself by writing the reflections. Then I can know what should be improved and changed.” (Chinese student # 13)

“The most I like about the reflection is teacher’s comments. It showed that the teacher really read my weekly reflections. The teacher also used the double ticks indicating that she agreed with me, or there are some recommendations to me. The teacher’s response is like motivation for me to study more for accumulated knowledge.” (Thai student # 8)

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“I enjoy writing the most because I will have a chance to write and practice writing skill simultaneously. What I dislike from writing the self-reflection is I have to think so critically as if I were writing thesis.” (Thai student # 3)

The last excerpt clearly proved that reflections can empower students for critical thinking.

For the third research objective, the process of writing reflections categories emerged as follows. In order to plan and think for their reflections which signified a use of metacognitive strategies, students would take notes of what they learned in class which could be the interesting topics or issues that they would like to subsequently study deeper. Reviewing the lessons outside class, students exploited the Internet to seek related information for better understanding of the contents. Students also got help outside of the class by discussing with their classmates topics which were not clear to them. These showed collaborative learning. Then, to plan for a writing structure, they used the essay format consisting of an introduction, a body, and a conclusion part. Students normally summarized the contents discussed in the class and moved to personalize or contextualize the contents to their own experiences and expressed their opinions in relation to the selected topics of discussion in the reflections. Some interview excerpts were shown.

“I will firstly think of what I learned today and then if there are some key-word terms which I would like to know or understand, I’ll always google to find the definitions; and sometimes I adopt it in my reflections too.” (Thai student # 11)

“I will (think about the topics/issues to reflect). Usually, I have some confusing parts. I will remind myself to think about them and review. In general, I will remind myself to review and discuss with my friends if I don’t understand something.” (Chinese student # 14)

“Yes, I always think about the lessons of learning strategies and styles to see how my classmates are when they study. This helps me understand their behaviors of learning very much regardless of whether I will like it or not, enabling me to make friends with them easily and to simply adjust myself to the environment changed.” (Thai student # 3)

It is clear from the excerpts that writing self-reflections promotes self-directed learning and reduces teacher dependence since the students seek additional or related information 158 Rosukhon Swatevacharkul / Proceeding – Social Science (2018), page 147–166 from the Internet as well as cooperative or collaborative learning. All of these showed that written reflections helped them develop in terms of cognitive, metacognitive, affective, and social learning.

Discussion Discussion is based on the learning aspects or themes emerged from the findings.

1. Cognitive Development 1.1 Improvement of English Writing Ability The cognitive development in terms of writing ability which is the essential language skill of graduate students was clear from the findings. The students have never taken the study skill course including academic writing. This may be the major reason why they put emphasis on the perceived writing skill development from writing reflections, bearing in mind the importance of writing skills for graduate education. The present findings therefore suggest a relationship between written reflections and writing skill improvement, which is in line with the works of Carroll (1994) [7]. Written reflections which require regular practice of academic writing based on the authentic learning materials creates meaningful writing tasks which are believed to cause a sense of learning and a sense of self-improvement in terms of writing skills, leading to intrinsic learning motivation. Triangulated with the findings obtained from the students, the teacher’ s observation from reading their reflections throughout the whole semester of 15 weeks revealed writing skills improvement in terms of grammar usage, organization, delivery, use of vocabulary and terminology learned from the class reading and discussion, and summarizing skills. The improvement of writing ability, as empirical evidence (Myanmar student # 12) showed, was supported by the teacher who not only corrected the linguistic mistakes, such as major grammatical aspects and sentence structures, but also suggested how to write a good essay and paragraph. This calls for help and support of a teacher who will use written reflections as tools to promote reflective thinking and learning to check students’ written reflections on a regular basis and provide constructive and informative feedback, comment, 159 Rosukhon Swatevacharkul / Proceeding – Social Science (2018), page 147–166 and/or suggestions. Additionally, the relationship between cognitive development and writing process is seen from a link of what is being learned to their own learning experiences as a student and their teaching or teaching practice in class as a teacher of English. A connection between the knowledge and learning experiences promotes a personalization of the lessons learned which will be beneficial for their future career as an English teacher. The implication calls for providing graduate students whose writing especially academic writing skills need improvement with an academic writing course before they embark on the ELT courses as the findings revealed that some students struggled writing self-reflections due to their writing skills. Meanwhile, other students whose writing skills are sufficiently good for written reflections did not mention any benefits of written reflections on their writing skill improvement. Rather, they focused on teaching methods and contents that they can apply in the future. They are likely to be able to focus more on reflective thinking instead of paying too much attention on the actual writing itself. Therefore, to fully facilitate experience of reflective thinking in action and employ reflections as tools to promote reflective practice which in turn helps improve teaching and profession development [5], a related pre-session course deemed to be necessary for graduate study should be offered prior to the start of the program. 1.2 Better Understanding of Contents The findings suggested that the research participants reviewed the contents learned and summarized them which is similar to the findings of Lew and Schmidt (2011a) [11], and this appeared to be the pattern of writing reflections each week. Written reflections require a systematic review of the contents for better understanding before writing which is supported by Carroll (1994) who stated that people learned and understand better from writing about what they learned [9]. Understanding is the second category of the revised taxonomies of the cognitive domain [14]. Understanding refers to construction of meaning from different materials or activities. Summarizing and explaining are the examples of this cognitive taxonomy. Content review is essential for learning. As argued by Procee (2006), “Students have to learn existing concepts and theories in their specialty (understanding)” (p. 45) [15]. Content review and connection to personal experiences create better understanding and deep learning resulting in knowledge retention. As one student said there would be no 160 Rosukhon Swatevacharkul / Proceeding – Social Science (2018), page 147–166 need to read textbooks again as major points were summarized in the reflections. This seems to suggest a deep learning approach [16] applied by the students, which in turn influence the quality of learning outcomes [17] [16] [18] [19] [20] [10] and learner autonomy [21]. In conclusion, the cognitive development patterns are seen that written reflections help improve writing ability which is essentially supported by a review of contents for better understanding. Students need to think, organize their thoughts, and make their ideas concise for one-page written reflections, which simultaneously help develop critical thinking ability as revealed by the findings.

2. Metacognitive Development 2.1 Metacognitive Learning Strategy Development The findings displayed that written reflections support metacognitive strategy development. Planning, monitoring, problem-solving, and evaluation of learning were evident from the findings. Metacognitive strategies are indeed related to the management of learning. Written reflections train students to employ planning strategies. It was found from the process of writing reflections that students thought about and noted down the topic or issue that interested them during class time for reflection later. Outside of class, they searched for additional relevant and useful knowledge. This clearly showed their planning for reflections. Planning is a cardinal and first step towards becoming an autonomous learner. Thinking about how to perform the language task during the planning process is a characteristic of good learners [22] who are self-directed and self-reliant. Monitoring strategies are employed to take note of topics or issues for reflections. When writing reflections students made an attempt to contextualize or personalize what they learn with their experiences. When they have problems related to understanding parts of the contents, they solved problems by using resources, namely the Internet and more competent classmates for discussion and clarification of the unclear issues. Students definitely used evaluating strategies when they wrote reflections by summarizing the contents to write about the gist or main ideas of the lessons learned. The findings imply 161 Rosukhon Swatevacharkul / Proceeding – Social Science (2018), page 147–166 that written reflections indeed help foster learner autonomy of the students. 2.2 Awareness of Self-Improvement The benefit of written reflections also gives rise to self-improvement awareness. Realizing their weaknesses from reflective thinking, students learn to analyze themselves and their learning. They also know what to improve or even change their thought and adjust their learning behaviors. Students are aware that they need to improve on particular areas. Learning to solve the problems is to put power on the students themselves, and this self- empowerment creates a sense of self-improvement which leads to self-motivation to learn. For the present study, students are aware of the necessity to know and master current teaching skills and techniques for the future teaching profession and to become a good teacher. This metacognitive development pattern appears to result in the creation of motivation for professionalism. The students see themselves as good teachers who are well- equipped with content knowledge and teaching methodology in the future.

3. Affective and Social Development Besides cognitive dimension, the affective dimension is a crucial part of learning as affective development has a positive influence on student behavior and learning. Affective domain deals with emotion and outward expression. Emotion is the focal concept of affective domain, and it involves feeling, cognition, and behavior [23]. The findings suggested that written reflections help affective and social development. 3.1 Increase of Self-Confidence The findings showed that students were able to express their thoughts, ideas, feelings, and opinions through their written reflections, which is similar to the research findings of Khalid (2015) showing that first-year computer education students reflected on feelings about the course and activities, what needed to be improved and perspective change [24]. Unlike the situations in a classroom, many students did not express their ideas or opinions, which is possibly due to shyness or English communication competency. Writing self- reflections as a means to promote independent thinking, therefore, is a private channel for them to express their thoughts, opinions, and even personal feelings. This self-expression may reflect better understanding of their learning and increase self-value and self- 162 Rosukhon Swatevacharkul / Proceeding – Social Science (2018), page 147–166 confidence which is supported by the research finding of Park (2003) [9], as one Chinese student mentioned that she has more courage to speak in class which is an indirect result of reflective thinking development from writing reflections. The findings seem to suggest that there is a positive effect of written reflections on self-confidence to speak in class or express one’s opinions publicly. 3.2 Promotion of Social Process of Learning It was found that written reflections are beneficial for social development in terms of promoting learning as a social process [5]; and learning beyond the classroom can be promoted through written reflections. According to Vygotsky (1978), social development theory involves social interaction, more knowledgeable person and the zone of proximal development [25]. The findings also disclosed collaborative learning out of class. Students talked with their classmates for better understanding of what they learn or seek clarification on what they do not clearly or fully understand. Although written reflections are individual tasks, they can enhance learning interactions and collaboration among peers, which promotes social development. Such development is viewed as beneficial for better or successful learning. Not only student interactions are promoted, written reflections also encourage student- teacher interactions. Reading, giving feedback or responding to the students’ thoughts, the teacher is conversing and interacting with the individual student. As the evidence showed, students were satisfied to know that their reflections were read and responded by the teacher. They then perceived the value of written reflections. All of these appear to help increase or sustain their self-motivation to put more effort into their written reflections, while it is possible for the teacher to know better about the individual students and their learning. Consequently, rapport can be built and mutual trust can be well established. The implication calls on the responsibility of teachers to respond regularly to students’ reflections by giving feedback and formative assessment to form student’s continuous growing learning competencies [26]. As the evidence showed, students perceived the value of teacher’s feedback since it shows that their effort in writing reflections is worthwhile and recognized by the teacher. Reflection is therefore a meaningful two-way communication between a student and a teacher. For reflective processes, discussion with another professional, in this case with a teacher, can yield new understandings, and then the 163 Rosukhon Swatevacharkul / Proceeding – Social Science (2018), page 147–166 reflection will help internalization of knowledge and ideas for understandings [5]. Providing positive feedback reflects the important role of a teacher in motivating the students towards good learning behaviors and learning progress [27].

Conclusion The findings revealed that all participants perceived the value of written reflections on their learning and doing them on a regular basis was perceived beneficial, firstly for cognitive learning development. They improve English writing skills and promote deep learning from serious review of contents for better understanding prior to writing, which leads to critical thinking ability development. Metacognitive development is the next learning development domain. Metacognitive learning strategies are used to plan, monitor, solve learning problems, and evaluate learning. These learning management strategies help foster learner autonomy. Affective and social learning development occurs from learning collaboration and interaction beyond the classroom among the students themselves and with the teacher. This facilitates a social process of learning through written reflections and emphasizes the important role of a teacher during the reflection process. All in all, reflections are ways of thinking, doing, expressing and knowing oneself.

Recommendations There is a need for more systematic and empirical studies to confirm effective types of support of written reflections. A study on roles of teacher’s feedback in response to students’ reflections is also needed to facilitate development of students’ reflective thinking. Investigation of a level of reflections is suggested to perceive reflective thinking ability of the students so that appropriate training on how to write more effective reflections can be subsequently organized. A replication of this present study with a larger sample size is also recommended in order to yield more reliable findings. Pedagogically, teachers of ELT should employ reflections as part of the learning and evaluation process as the present findings suggest the pedagogical values perceived by the students and their professional development. Support for written reflections should be provided. Teaching explicitly how to think critically is strongly recommended. Discussion of levels of reflections should be beneficial to raise students’ awareness of achieving a critical level of reflections. 164 Rosukhon Swatevacharkul / Proceeding – Social Science (2018), page 147–166

References [1] Benson, P. (2012). Learner-centered teaching. In A. Burns and J. C. Richards (Eds). The Cambridge guide to pedagogy and practice in second language teaching. Cambridge: Cambridge University Press. [2] Baily, K. M. (2012). Reflective pedagogy. In A. Burns and J. C. Richards (Eds). The Cambridge guide to pedagogy and practice in second language teaching. Cambridge: Cambridge University Press. [3] Kember, D., McKay, J., Sinclair, K., and Wong, F. K. Y. (2008). “A four-category scheme for coding and assessing the level of reflection in written work”. Assessment & Evaluation in Higher Education. Vol. 33, No. 4: 369-379. [4] Kember, D., Leung, D. Y. P., Jones, A., Loke, A. Y., McKay, J., Sinclair, K., … Yeung, E. (2000). “Development of a questionnaire to measure the level of reflective thinking”. Assessment & Evaluation in Higher Education. Vol. 25, No. 4: 381-395. [5] Mann, S. and Walsh, S. (2017). Reflective practice in English language teaching: Research-based principles and practices. Oxon: Routledge. [6] Glaser-Zikuda, M. (2012). “Self-reflecting methods of learning research”. In Seel, N. H. (Ed). Encyclopedia of the Sciences of Learning. Boston, MA: Springer. [7] Carroll, M. (1994). “Journal writing as a learning and research tool in the adult classroom”. TESOL Journal. Vol. 4, No. 1: 19-22. [8] Bain, J. D., Mills, C., Ballantyne, R., and Packer, J. (2002). “Developing reflection on practice through journal writing: Impacts of variations in the focus and level of feedback”. Teachers and Teaching: Theory and Practice. Vol. 8, No. 2:171-196. [9] Park, C. (2003). “Engaging students in the learning process: The learning journal”. Journal of Geography in Higher Education. Vol. 27, No. 2: 183-199. [10] Harris, M. (2005). Is journaling empowering? Students’ perceptions of their reflective writing experience. Health Sa Gesondheid. Vol. 10, No. 2: 47-60. [11] Lew, D. N. M. and Schmidt, H. G. (2011a). “Writing to learn: Can reflection journals be used to promote self-reflection and learning?” Higher Education Research & Development. Vol. 30, No. 4: 519-532. 165 Rosukhon Swatevacharkul / Proceeding – Social Science (2018), page 147–166

[12] Lew, D. N. M. and Schmidt, H. G. (2011b). “Self-reflection and academic performance: Is there a relationship?” Advances in Health Sciences Education. Vol. 16, No. 4: 529- 545. [13] Black, R. S., Sileo, T. W., and Prater, M. A. (2012). “Learning journals, self-reflection, and university students’ changing perceptions”. Action in Teacher Education. Vol. 21, No. 4: 71-89. [14] Anderson, L.W. and Krathwohl, D.R. (Eds.) (2001). A taxonomy for learning, teaching, and assessing: A revision of Bloom’s taxonomy of educational objectives. New York: Addison Wesley Longman. [15] Kori, K., Pedaster, M., Leijen, A., and Maeots, M. (2014). “Supporting reflection in technology-enhanced learning”. Educational Research Review. Vol. 11: 45-55. [16] Entwistle, N. J. and Ramsden, P. (1983). Understanding student learning. London: Croom Helm. [17] Saljo, R. (1982). Learning and understanding: A study of differences in constructing meaning from a text. Göteborg, Sweden: ACTA Universitatis. [18] Marton, F. (1988). “What does it take to learn?” In N. J. Entwistle (Ed). How students learn. Lancaster University: Institute for Research and Development in Post- Compulsory Education. [19] Trigwell, K. and Prosser, M. (1991). “Improving the quality of student learning: The influence of learning Context and Student Approaches to Learning on Learning Context”. Higher Education. Vol. 22: 251-266. [20] Prosser, M. (1994). “A phenomenographic study of students’ intuitive and conceptual understanding of certain electrical phenomena”. Instructional Science. Vol. 22: 189-205. [21] Swatevacharkul, R. (2010). “An investigation on learning approaches and learner autonomy for English learning of Thai tertiary students”. The New English Teacher. Vol. 4.2: 30-45.

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[22] Chamot, A. U., Barnhardt, S., El-Dinary, P. B., & Robbins, J. (1999). The learning strategies handbook. White Plains, NY: Addison Wesley Longman. [23] Brett,A., Smith, M., Price, E., and Huitt, W. (2003). “Overview of the affective domain”. Educational Psychology Interactive. Valdosta, GA: Valdosta State University. Retrieved 5 February 2018, from http:\\ www.edpsycinteractive.org/brilstar/chapters/affectdev.pdf. [24] Khalid, F., Ahmad, M. Karim, A. A., Daud, Y., and Din, R. (2015). “Reflective thinking: an analysis of students’ reflections in their learning about Computers in Education”. Creative Education. Vol. 6, No. 20. Retrieved 6 February 2018, from http://creativecommons.org/licenses/by/4.0/ [25] Vygotsky, L. S. (1978). Mind in society. Cambridge, Mass.: Harvard University Press. [26] Brown, H.D. and Abeywickrama, P. (2010). Language assessment: Principles and classroom practices. Second edition. New York: Pearson Longman. [27] Williams, M. and Burden, R. L. (1997). Psychology for language teachers: A social constructivist approach. Cambridge: Cambridge University Press.

Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Aviation Industry, May 2018, page 167-179 www.iseec2018.kbu.ac.th The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

Impacts of Online Media Marketing Communication Strategies and Perception of Thai Passengers towards Thai Air Asia Airlines Varapattra Nualsom1, Nisakorn Suwansingha2 and Bhassakorn Chanpayom3 1, 2, 3 Instructor, Airline Business at Aviation Personnel Development Institute, Kasem Bundit University, 60 Romklao Road, Min Buri Subdistrict, Min Buri District, Bangkok, 10510, [email protected], [email protected], [email protected]

ABSTRACT This research aimed to study impacts of online media marketing communication strategies and perception of Thai Passengers towards Thai Air Asia Airlines. Since the passenger perception determines the communication among the high competition of airline industry, online marketing can be like a success key role to accomplish the targeted customers. Overall, the online media marketing communication impacts the customers in term of communication, decision purchasing and perception. Therefore, the researchers applied the questionnaires segmented the questions into 3 parts as aforementioned and focused on the eight service marketing mixes (8 P’s). Convenience sampling was applied to 400 sampled Thai passengers who experienced in purchasing the online product of Thai Air Asia Airlines through the online media. The questionnaire was proven its content validity by the 3 related experts and its reliability, which was 0.98. Moreover, the researcher interviewed to obtain information regarding online marketing communication strategies and perception towards Thai Air Asia. The results from the collected questionnaires showed that online media marketing communication strategies affected purchasing decision and perception. Based on the service marketing mixes, promotion was rated at high level (Mean = 4.10 and S.D. = 0.82). Regarding the interview, the researchers found that online media marketing communication strategies not only increase customers’ perception but also create good customers’ attitudes, which lead to transferring the information of the airline to others.

Keywords: Online Media Marketing Communication, Perception, Thai Air Asia

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1. Introduction Air travel is one industry which has been continuously expanding and developing so far. Thailand is considered one country which plays significant roles in developing commercial air travel in South Eastern region since at present Thailand can be regarded as one of the good, full-service, and comfortable air travel countries of the world; Thailand has more than 90 million travellers per year. Also, there has been economic growth and government support on part of policy that leads to regional links, thus creating more and more travellers among ASEAN countries and expanding the tourism market in ASEAN countries as well. Thai Air Asia is the low-cost airline which grows and expands rapidly and is the business leader of low-cost airline of Thailand, which envisions to be the economic airline in the region to provide service through quality, reliable service with maximum safety. Also, the mission is to provide service with cost efficiency in order to transform air travel and to open chances for travellers with the concept of “Whoever…can fly”. Besides, it focuses on increasing the number of flights in the point-to-point routes and domestic and international flying route that takes no more than 4 hours of traveling from its Hub1. The company has 3 distribution channels including internet, direct sale through the office of the company, and customer service centre through telephone. Booking can be done through www.airsia.com. Using internet to book seats in 2013 was equal to 78 percent of all booking. Thai Air Asia expects that such trend would continue in the future. There have been also varieties of ancillary services provided for passengers, which are considered to be one way of generating income besides normal transportation. Thai Air Asia has a strategy that is to be the leader of market share for all air flights, especially domestic market. Besides generating income from air tickets, it also focuses on increasing income through interesting public relations to create goods and service for regular use by consumers, by focusing on public relations in online form as the main one. Since the number of Facebook users of people all over the world is 517 million persons, Thailand ranks 21st in terms of the number of Facebook users, equal to 5.14 million persons. These figures show that using marketing strategy through social network with Thai people should generate much sales for entrepreneurs. Since at present, 169 Varapattra Nualsom et al. / Proceeding – Social Science (2018), page 167-179 behaviour of selection and buying decision of consumers have changed, therefore, the communication factors influence the consumers’ decision more. So, searching for information through the internet, exchanging opinions on web board are used as the main factor in buying goods. Moreover, Air Asia has developed the system to support the customers’ requirements. Using online media and campaign is the strong point fully used by Air Asia. So far, the booking has been through online, only 10-15 percent has been through distributional agent; it can be said the online channel is one significant channel of Air Asia. The other important strategies used by Air Asia is creating Fan Page in online media in order to present advantage on discount and promotional deal in order to attract customers; this is consistent with marketing plan of the Company where the promotional deal is offered weekly. Therefore, the researchers are interested in the study into the impact and perception of Thai passengers who use Thai Air Asia services in terms of communication strategies of online market applied by Thai Air Asia that affect the service use of passengers; 8p marketing mixes strategy was used as a testing tool to help the analysis in order to increase customer bases and to respond to the customers’ requirements comprehensively in order for practical benefits and for the development, improvement and enhancement of competitiveness in terms of online media with counterpart low-cost airlines for maximum efficiency and for further work.

2. Objectives 2.1 To study into the perception and impact on communication strategy through online media of Thai passengers who use services of the Air Asia Airline 2.2 To study into the strategy in marketing mixes that affect perception of Thai passengers who use services of the Air Asia Airline

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Research framework

Independent variables Dependent variables

Gender Communication strategy Age through online media Occupation affects consumer’s Income choices

Marketing mixes of 8 P

Figure 1: Research framework Online media

3. Operation methods 3 .1 Study into the perception and impact that affect the decision to use service of Air Asia Airline of Thai passengers through online media in the Aviation Personnel Development Institute, Kasem Bundit University, is the study into the characteristics and behavior in choosing the service by passengers. Samples used in this study were 400 students from the Aviation Personnel Development Institute, divided into 138 males and 262 females. Samples used in the study were Thai passengers who use service of Thai Air Asia Airline; the sampling was done by the method of Taro Yamane (1973). Samples were respondents by oneself for 400 persons. To prevent mistakes from happening in collecting data and collecting samples, the researcher studied by using purposive sampling from samples of customers who used service and examined the quality of tools by finding reliability of the questionnaires; the reliability of the questionnaires was found to be 0.98, which was in the criteria that can be used to collect data.

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There are 2 parts of tools used in the questionnaires: Part 1: General data of respondents including gender, age, income, and educational level Part 2: Questionnaires on communication strategy and perception through marketing mix on online media of Thai Air Asia Airline Then the data were analysized by using SPSS Statistics 17.0, finding frequency, percentage, standard deviation, probability calculated from the test, and T-test 3.2 The study was to study into the strategy of 4P marketing mix to increase the number of passengers of Thai Air Asia Airline, to find the causes and to apply the study result on choosing to use service through online media, in order to analyze and to find the cause of problems that causes the least perception and least impact, by online media communication.

4. Results of the study

4.1 Results of study into the behaviour and marketing mix that affect perception on strategy of online media communication of Thai passengers who have once used the service 4.1.1. General data of respondents It was found from the study results classified under gender that female respondents were 265 persons equal to 65.5 percent, and male respondents were 138 persons equal to 34.5 percent; most respondents were 20-30 years old for 262 persons equal to 65.5 percent, secondly there were 78 respondents whose age was not more than 20 years old equal to 19.5 percent, the respondents who were 30-40 years old were 52 persons equal to 13.0 percent, and the least number of respondents were more than 50 years for 7 persons equal to 1.8 percent; when classified by educational level, it was fond that most respondents graduated with Bachelor Degree for 264 persons equal to 66.0 percent, secondly the respondents finished educational level lower than Bachelor Degree for 83 persons equal to 20.8 percent, and the least number of respondents were those who graduated with Master’s Degree for 52 persons equal to 13.0 percent; when classified by monthly salary, most respondents had income of lower or equal to 15,000 baht for 156 172 Varapattra Nualsom et al. / Proceeding – Social Science (2018), page 167-179 persons equal to 39.0 percent, secondly the respondents had income of 20,001-30,000 baht for 61 persons equal to 15.3 percent, and the least number of respondents had income of more than 30,001 baht for 27 persons equal to 6.8 percent; when classified by purpose of travel, most respondents traveled for touring for 166 persons equal to 41.5 percent, secondly for educational purpose for 117 persons equal to 29.3 percent, for visiting relatives for 75 persons equal to 18.8 percent, and the least was for business contact for 42 persons equal to 10.5 percent; and when classified by channels in following news from airline, most respondents used Facebook for 287 persons equal to 71.8 percent, secondly it was YouTube for 55 persons equal to 13.8 percent, Instagram for 29 persons equal to 7.3 percent, Twitter for 18 persons equal to 2.8 percent, and the least was from other airline channels for 11 persons equal to 2.8 percent. 4.1.2 On communication strategy and perception of marketing mix on online media The respondents have perception through social media of low-cost airline in overall in much level, with means of 4.10. When considering in each aspect, it was found that the consumers had perception at much level concerned with using social media for following news and suggesting on new services of airline with maximum airline was 4.23, secondly it was using social media for following latest promotion from airline, using online media to request for information/ to complain the service of airline, starting the perception of social online of airline, using online media to follow the news and public relations of new air routes; the period of time in using social media was that the contact could be made every time when receiving problem; the period of time in using online media towards decision to buy products from airline; the characteristics of words of mouth of social media, frequency of using online media to choose to buy products of airline with means of 4.19, 4.13, 4.12, 4.10, 4.07, 4.0, 3.96, respectively. The respondents have perception on product of low-cost airline in overall at much level, with means of 4.03 levels. When considering individually, it was found that the consumers had perception at much level, on ability to access to online media of the airline was easy (Facebook, Line, Instagram) with maximum means of 4.15, secondly the consumers had perception at much level including the speed in providing service through online media, reliability of airline towards buying decision through online media of products through online media with qualification which is consistent with the passengers’ requirements; the airline had sufficient number of flights and had varieties of services in buying decision through online media; the satisfaction in buying tickets and 173 Varapattra Nualsom et al. / Proceeding – Social Science (2018), page 167-179 products through online media had means of 4.08, 4.03, 4.01, 3.99, and 3.97, respectively. The respondents had perception on price of low-cost airline in overall at much level with the means of 3.99. When considering individually, it was found that the consumers had perception at much level concerned with the price of ticket that was appropriate with the traveling with maximum means of 4.05, secondly the consumers had perception at much level on order and payment through online media, the price was worth the quality received, the identification of price of product such as fare was clear, the price perceived by online media compared with that of other service providers had means of 3.99, 3.98, and 3.97 respectively. The respondents had perception on marketing promotion of low-cost airline in overall at much level, that is the means was equal to 4.00. When considering individually, it was found that the consumers had perception at much level concerned with promotional deal such as reduction of ticket price, and regularity in advertisement through online media with maximum means of 4.03, secondly it was by Search Engine, the sale promotion was appropriate for the during of traveling time with means of 3.99, and 3.98 respectively. Respondents had perception concerned with distributional channel (place) of low-cost airline in overall at much level, that is the means of 4.03. When considering individually, it was found that consumers had perception at much level of safety in the payment of fare and supplementary service through online media of airline, that is, the means of 4.10, secondly it was that the airline was convenient and fast in buying ticket and the supplementary service through online channel, the airline had varieties of distributional channels, forms of online media of service provider, speed of service provision, with the means of 4.09, 4.03, 4.01, and 3.94, respectively. It was found from the result of the study and analysis of samples for 400 sets from the study that marketing mix factors affected the perception and impact on social media; the importance are in the following orders: the significance of aspects that was much level included products factor, marketing promotion factor, and distributional channel factor. According to the study result, it can be seen that:

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Table 1: Means, standard deviation, and level of significance of marketing mix media that affect perception and impact on social media

Communication and perception through social media MEAN S.D. Interpretati (x)̄ on Question 1 Using online media to follow news and recommendations on 4.23 .852 Much new service of the airlines Question 2 Using online media to follow news and public relations on 4.10 .786 Much new air routes Question 3 Using online media to follow latest promotion from airline 4.19 .789 Much Question 4 Using online media to request for information/ complain on 4.13 .800 Much service provision of airline Question 5 Starting perception on online media of airline 4.12 .794 Much Question 6 Frequency of using online media to choose to buy products 3.96 .881 Much of airline Question 7 Period of time in using online media 4.10 .826 Much Question 8 Period of time in using online media towards decision making 4.06 .874 Much to buy products of airlines Question 9 Characteristics of words of mouth of online media 4.06 .826 Much Question10 Can contact every time when being informed of the problem 4.07 .826 Much Total 4.10 .820 Much Factors on products Question11 Satisfaction in buying ticket and products from online media 3.97 .757 Much Question12 Airline has sufficient number of flights and varieties for making 3.99 .782 Much decisions through online media Question13 Products through online media has qualifications that are 4.01 .759 Much consistent with the passengers’ requirements Question14 Speed in providing service through online media 4.08 .781 Much Question15 Can access to online media of the airlines easily) Facebook, 4.15 .796 Much Line, Instagram) Question16 Reliability of airline towards decision making through online 4.03 .814 Much media

Total 4.03 .781 Much 175 Varapattra Nualsom et al. / Proceeding – Social Science (2018), page 167-179

Communication and perception through social media MEAN S.D. Interpretati (x)̄ on Factors on price Question17 Price of ticket is appropriate with the period of time spent in 4.05 .774 Much traveling Question18 The price is worth the quality 3.98 .766 Much Question19 The price that is perceived on online media compared with 3.97 .796 Much that of other service providers Question20 The identification of price of product such as fare, is clear 3.97 .780 Much Question21 Order and payment is through online media 3.99 .796 Much

Total 3.99 .782 Much Factors on marketing promotion Question22 Sale promotion service is appropriate with period of time 3.98 .843 Much spent in traveling Question23 Promotion deal such as reduction of ticket fare 4.03 .814 Much Question24 Regularity in the advertisement through online media 4.03 .877 Much Question25 Searching from Search Engine 3.99 .849 Much Total 4.00 .845 Much Factors on distributional channels Question26 Form of online media of service providers 4.01 .784 Much Question27 Speed of service provision 3.94 .810 Much Question28 Airline has varieties of distributional channels on online media 4.03 .816 Much Question29 Airline is convenient and speedy when buying ticket and 4.09 .757 Much supplementary service through online media Question30 Safety of payment of fare and supplementary service through 4.10 .804 Much online system of the airline Total 4.03 .794 Much

According to Table 1, the respondents have perception through social media of low- cost airline in overall in much level, with means of 4.10. When considering in each aspect, it was found that the consumers had perception at much level concerned with using social media for following news and suggesting on new services of airline with maximum airline 176 Varapattra Nualsom et al. / Proceeding – Social Science (2018), page 167-179 was 4.23, secondly it was using social media for following latest promotion from airline, using online media to request for information/ to complain the service of airline, starting the perception of social online of airline, using online media to follow the news and public relations of new air routes; the period of time in using social media was that the contact could be made every time when receiving problem; the period of time in using online media towards decision to buy products from airline; the characteristics of words of mouth of social media, frequency of using online media to choose to buy products of airline with means of 4.19, 4.13, 4.12, 4.10, 4.07, 4.0, 3.96, respectively. The respondents have perception on product of low-cost airline in overall at much level, with means of 4.03 level. When considering individually, it was found that the consumers had perception at much level, on ability to access to online media of the airline was easy (Facebook, Line, Instagram) with maximum means of 4.15, secondly the consumers had perception at much level including the speed in providing service through online media, reliability of airline towards buying decision through online media of products through online media with qualification which is consistent with the passengers’ requirements; the airline had sufficient number of flights and had varieties of services in buying decision through online media; the satisfaction in buying tickets and products through online media had means of 4.08, 4.03, 4.01, 3.99, and 3.97, respectively. The respondents had perception on price of low-cost airline in overall at much level with the means of 3.99. When considering individually, it was found that the consumers had perception at much level concerned with the price of ticket that was appropriate with the traveling with maximum means of 4.05, secondly the consumers had perception at much level on order and payment through online media, the price was worth the quality received, the identification of price of product such as fare was clear, the price perceived by online media compared with that of other service providers had means of 3.99, 3.98, and 3.97 respectively. The respondents had perception on marketing promotion of low-cost airline in overall at much level, that is the means was equal to 4.00. When considering individually, it was found that the consumers had perception at much level concerned with promotional deal such as reduction of ticket price, and regularity in advertisement through online media with maximum means of 4.03, secondly it was by Search Engine, the sale promotion was appropriate for the during of traveling time with means of 3.99, and 3.98 respectively. Respondents had perception concerned with distributional channel (place) of low-cost airline in overall at much level, that is the means 177 Varapattra Nualsom et al. / Proceeding – Social Science (2018), page 167-179 of 4.03. When considering individually, it was found that consumers had perception at much level of safety in the payment of fare and supplementary service through online media of airline, that is, the means of 4.10, secondly it was that the airline was convenient and fast in buying ticket and the supplementary service through online channel, the airline had varieties of distributional channels, forms of online media of service provider, speed of service provision, with the means of 4.09, 4.03, 4.01, and 3.94, respectively.

Table 2: Conclusion on result, means, standard deviation, and level of significance of marketing mix factors that affect perception and impact of online media

Perception on marketing mix on X S.D. Meaning online media Communication and perception through 4.10 .820 Much online media Products 4.03 .781 Much On price 3.99 .782 Much On marketing promotion 4.00 .845 Much On distributional channel 4.03 .794 Much

According to the Table, it was found from the analysis of result that the respondents give the scores on communication and perception through online media at most with means of 4.10, secondly it was on products and distributional channels with means of 4.03, on marketing promotion with means of 4.00, and the least means was on price with means of 3.99.

5. Conclusion and suggestions It was found from the study into the impacts on strategy on communication through online media of Thai passengers who use service of Thai Air Asia Airline that the strategy on communication through online media was used by using marketing mix as tools in that it was appropriate in determining strategy and competition in current market. On part of impacts and perception through marketing mix through online media, especially on providing data on the promotional products through distributional channel on online media 178 Varapattra Nualsom et al. / Proceeding – Social Science (2018), page 167-179 both on Facebook and Instagram was the most convenient method being at much level of 4.03 level. For the overall view on price and marketing promotion in overall, it was at much level. This information can be applied to be the guideline for Thai Air Asia Airline to be able to compete in the same level of businesses efficiently and to create the perception on products and service through online media more and more. The Team of researchers have suggestions as follows:

5.1 Suggestions from the research results 1. The airline should increase distributional channel to be of more varieties, where the passengers could have more channels to choose service from and with the rapid development in service through better distributional channel to respond to the passengers’ need in highly competitive condition at present. 2. The airline should develop its website to be modern, advanced, and to contain clear data and information in terms of price, products, and promotional deal, in order for communication of maximum efficiency for the passengers to consume and use the products and service properly, to prevent mistakes of communication from happening and to respond the passengers’ needs appropriately. 3. The airline should have public relations on its image continuously to create good perception for passengers.

5.2 Suggestions for further study for researchers There should be the comparisons of marketing strategies in various aspects concerned with communication for passengers to perceive through online media with the competitors of other airlines in the same level, in order to be information for the development of competitive potential in the business of the same type.

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References

[1] www.manager.co.th/iBizChannel/ViewNews “สายการบิน” แข่งเดือด งัด “กลยุทธ์ออนไลน์” สู้ [2] Chai Lee Goi.) 2009(.“ A Review of Marketing Mix: 4Ps or More?”. International Journal of Marketing Studies. Vol. no.1)Issue no.1( [3] Brain Graham 2007). “Carriers within Carriers: A Strategic Response to Low-cost Airline Competition”. Journal Transport Reviews Vol. no.26 (Issue no.1) [4] www.airasia.com

Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Aviation Industry, May 2018, page 180-189 www.iseec2018.kbu.ac.th The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

Passenger Satisfaction towards Service Marketing Mixes of Thai Low Cost Airlines: A Case of Bangkok to the Southern Province Routes Krit Witthawassamrankul1, Kanokwan Janjeen2, Arthittiya Sangjian3, Orawan Kositsuriyapan4 and Panadda Srijam5 1Instructor, 558/346, Ratchadapisek Road, Samsen Nok Subdistrict, Huai Kwang District, Bangkok, 10310, Email: [email protected] 2,3,4,5Instructors, Kasem Bundit University, 60 Romklao Road, Min Buri Subdistrict, Min Buri District, Bangkok, 10510, Email: [email protected], [email protected], [email protected], [email protected]

ABSTRACT This research aimed to study passenger satisfaction towards service quality of Thai low cost airlines (such as Nok Air, Thai Air Asia and Thai Lion Air) for 7 southern province routes: Nakhon Si Thammarat, Surat Thani, Songkla, Trang, Krabi, Phuket, and Chumphon and to compare the satisfaction of passengers towards service quality of each Thai low cost airline. The research method included the questionnaire instrument and interview. The questionnaires were distributed in the central part of Bangkok to 400 respondents from 7 southern provinces as 65 persons from Nakhon Si Thammarat, 65 persons from Surat Thani, 65 persons from Songkla, 35 persons from Trang, 65 persons from Krabi, 65 persons from Phuket, and 40 persons from Chumphon. This research applied convenience sampling. The questionnaire instrument was proven its reliability at 0.81 from tryout after adjusting the questions’ content validity from 3 experts. The results of the study found that the three highest satisfaction marks were promotion (Mean = 4.21), place (Mean = 4.19), price (Mean = 4.03), and product (Mean = 3.82), respectively. The interview results showed that demographic profile as 214 males (counted as 53.5%) and 186 females (counted as 46.5%). The passengers were satisfied with pricing, which was equal to the bus transportation. However, the remaining service marketing mixes, such as process and people were not satisfied. The passengers found low responsiveness and recommended that the low cost airlines should improve stability and responsiveness of online application, check-in counter and call center. Hypothesis testing found that there was no different between genders and among ages and income ranges towards satisfactions of service marketing mixes for the routes.

Keywords: Low Cost Airline, Southern Province Routes, Service Marketing Mixes

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Introduction Nowadays, hotel and tourism is one of the major revenue which Thai government expects to stimulate Thai economy, particularly when Thailand increases low cost airlines, services to numbers of provinces in Thailand. On April 24, 2015, Ministry of Tourism and Sports, Thailand, launched the developed plan for boosting tourism revenue in Southern provinces of Thailand. The reason was not only numbers of foreign tourists, but also Thai tourists, visiting Thai Southern provinces, such as Phuket, Krabi, etc. Major foreign tourists were from Scandinavian countries, European countries, Russia and China. The tourists were high income spenders [1]. Since the demand of tourism increases, the low cost airline services also follow. Numbers of low cost airlines, such as Thai Air Asia, Nok Air, Lion Air, etc., open new routes to Southern provinces of Thailand, such as Phuket, Krabi, and Nakhon Si Thammarat. These airlines compete with pricing and promotion. Even though, the low cost airlines’ competition is focusing at pricing and promotion, they should not neglect the passenger satisfaction. The airlines should study passenger satisfaction and try to increase passenger satisfaction when pricing and promotion of each airline are assumed equal. The past study showed that some passengers also considered service delivery, fast process and immediate communication when they used low cost airlines [2]. Therefore, the researchers aimed to study the passengers’ service satisfaction: a case of Bangkok to Southern province routes. They used service marketing mixes as product, price, place, production and service marketing mixes.

Research Objectives 1. To study passenger service satisfaction towards service marketing mixes of Thai low cost airlines: a case of Bangkok to the Southern province routes. 2. To analyze the factors of using and not using the low cost airline.

Scope of the Research 1. Passengers who use the low cost airlines from Bangkok to the Southern province routes of Thailand. 2. The research area was Central part of Bangkok

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Significance of the Study 1. To develop the effective marketing plan to attract more tourists to southern provinces. 2. To improve the low cost airline service for the route of Bangkok to the southern provinces.

Research Hypothesis H1: There is a difference between male and female passengers towards satisfaction H2: At least a range of passengers’ age is different from another. H3: At least a range of passengers’ income is different from another. Theories of Satisfaction and Service Marketing Mixes Satisfaction theory and service marketing mixes were used to explain and develop the conceptual frameworks. Kotler and Armstrong (2014) elaborated that service satisfaction is from the perception of service quality, which comes from expected service and actual service. Humans are satisfied with the service because they perceived, not the actual service delivered by the service provider and the service perception is compared with the expected and actual service [3]. Therefore, the expectation is important (Figure 1).

Figure 1: Service Satisfaction Model (Source: Malik, 2012)

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Numbers of theories explained service satisfaction measurement, such as service quality dimension and marketing mixes. However, the researchers picked the service market mixes theory since this research aim to measure passengers’ satisfaction towards low cost airlines. Product, price, place and promotion and service marketing mixes were relevant (Figure 2). The additional service marketing mixes were people, process and physical evidences. [4]

Figure 2: Service Marketing Mixes (www.professionalacademy.com, 2018)

Related Research Peepkathoke (2015) researched the study and satisfaction of passengers in Thailand towards providing domestic low-cost airline: a case study of airline Nok Air. The research showed that after conveniently distributing the questionnaires, the demographic profiles were females more than males, ages about 20-30 years old, with bachelor degree and were middle income earners (10,000-20,000 Baht per month) from government and state enterprise occupations. The high service marketing mix factors were personnel, price, place, promotion and product, respectively [5] Lertkojchasie (2015) did the independent study titled ‘Factors Affecting Consumer Choice of Thai Airways Domestic Flights’. The research aimed to develop the strategic plan and improve service effectiveness to increase passengers’ demand. The questionnaire results found that there were 43% male and 57% females, ages around 20-30 years old, and

184 Krit Witthawassamrankul et al. / Proceeding – Social Science (2018), page 180–189 graduated bachelor degrees. Majority of the respondents were government and state enterprise officers, whose salary were around 15,000-30,000 Baht per month. The study found that six factors affecting using domestic flight were price, product, atmosphere, cleanliness of the cabins, social activities, customer services, service channels, and promotional campaigns; and food quality and travel insurance [6].

Conceptual Framework The conceptual framework shows independent variables (demographic profile and service marketing mixes) affecting dependent variable as passengers’ satisfaction towards low cost airlines to southern province routes, Thailand.

Figure 3 Conceptual Framework (Source: Researcher)

Research Methodology Population and Sampling The population in this research was Thai low cost airline passengers who experienced in travelling to the Southern provinces of Thailand. Since the population was large and unknown, the researchers applied Cochran’s Formula [7]. The calculation of samples at a confidence level of 5% was at least 385 samples. In this study, the researchers decided to

185 Krit Witthawassamrankul et al. / Proceeding – Social Science (2018), page 180–189 pick 400 samples since they planned to distribute the questionnaires to 7 groups of people from different provinces as: Nakhon Si Thammarat, Surat Thani, Songkla, Trang, Krabi, Phuket, and Chumphon. The convenience sampling was applied in the beginning. Then, the researchers decided to segment and applies the quota sampling.

Questionnaire as a Research Instrument The research instrument was questionnaire. The researchers distributed 400 sets of questionnaires to 7 groups of people from different provinces. The questionnaire consists of 2 parts as: Part 1: Demographic Profile Part 2: Service Marketing Mix Satisfaction The questionnaire used Likert’s Scale, which ranges from 5-1 (Highest-Lowest), the score range and meaning are as below: 4.21-5.00 Highest 3.41-4.20 High 2.61-3.40 Moderate 1.81-2.60 Low 1.00-1.80 Lowest

Quality of the questionnaire included content Validity and reliability. Three experts evaluated the questionnaires and corrected wording for content validity with IOC. Then, 40 sets of questionnaires were tryout with the passengers who use the low cost airline in non- Southern province routes. The reliability was 0.81.

Interview as a Research Method The researchers interviewed the 16 persons who use Thai low cost airlines to 7 southern province routes and had different genders equally. The questions were: 1. Why do you use the low cost airlines to southern route? 2. What should Thai low cost airlines improve?

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Data Collection and Analysis The questionnaire and interview results were collected immediately after doing. It was done on January 3-7, 2018. The statistical data analysis were percentage, mean, S.D. for the questionnaire. T-test and Chi-square were processed for hypothesis testing and content analysis for interviewing. Result of the Study The results of the questionnaires Part I: Demographic profiles Genders: 214 males (53.5%) and 186 females (46.5%) Incomes: Less than 10,000 (259 persons or 64.8%), mostly Age: 18-25 years old (293 person or 73.3%), mostly Occupation: 296 students (74%) and 48 business owners (12%) Domiciles: 65 persons (16.3%) in each province, except Chumpon (40 persons or 10%) and Trang (35 persons or 8.8%)

Part II: Service Marketing Mixes Service Marketing Mixes Mean S.D. Product 3.82 0.689 Price 4.03 0.704 Place 4.19 0.604 Promotion 4.21 0.664 Other Service Marketing Mixes 4.08 0.711

Based on the service marketing mixes, passengers were satisfied most with promotion (Mean =4.21), place (Mean = 4.19), price (Mean =4.03), product (Mean = 3.82). Other service marketing was at a high level (Mean = 4.08). From the highest questionnaire scores, passengers were satisfied with promotion in the seasons (Mean = 4.48), convenient payment such as 7-11, website, etc. (Mean = 4.28), the price was reasonable when comparing with the service (Mean = 4.23) and the airlines provided enough information via online communications, such as Facebook and corporate websites (Mean = 4.20). However, service marketing mixes was only 4.08.

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Regarding hypothesis testing, it showed that there was no different between male and female passengers towards satisfaction and there was no different of passengers’ age range from another and passengers’ income range from another.

The results of the interview 1. Why do you use the low cost airlines to southern route? The passengers informed that they preferred the low cost airlines because of price and promotion. The price was almost equal to the bus and there were frequent fights to the capital cities. It was easy to buy the tickets and pay at 7-11. 2. What should Thai low cost airlines improve? The passengers informed that the check-in process took long time and ground service officers were not responsive. The call centers were not available at all time. The ground officers provided slow services, particularly check-in process. Low responsiveness for contacting by telephoning. The airlines should increase more service to the disabled and senior. The ground officers should know more information and answered immediately. The services provided (by the same airline) in each airport were different, based on time and provinces. The services should be improved: Efficient and Fast Baggage Handling, Ability to Cope with Emergency. onclusion and Discussion From the study, the airlines should improve the service marketing mixes, particularly people and process. Ground service officers should provide more information and be ready to provide services at all time. The check-in process should not take long time. Nonetheless, price, promotion and place are high. However, the service marketing mixes’ satisfaction of Thai low cost airlines for Asian passengers could be different. Witthawassamrankul (2017) studied that Asian passengers were satisfied with Thai low cost airlines. They perceived the service quality met the standard, while price, promotion and place were very high. The passengers did not perceive the service marketing mixes were important due to the short flight and convenient airport, rather than airline safety [8][9].

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Recommendation The future research should focus on the people and process, which are the areas that need improving. The issues for further research in people should be skills and readiness of ground service. Ground service officers should learn how to solve the difficulties when having unexpected events. The issues for further research in process should be check-in process, which take a very long time.

Acknowledgement I would like to thank the contribution of the students from AL451 Basic Research Methodology in Airline Business, who helped collecting information and analyzed the information.

References

[1] Lucknanit, S. (2015). Financial and Economic Situation of the Southern Part of Thailand for Quarter 1 Year 2015. Bank of Thailand. Retrieved from https://www.bot.or.th/Thai/MonetaryPolicy/Southern/EconomicReport/Doclib_news 51/PPTPressReleaseQ12559.pdf, on February 14, 2018.

[2] Kumsak, P. (2012). Passenger’s satisfaction toward service quality on low cost airline on domestic flight. The proceedings of the 2nd Benjamitra Network National Conference. North Bangkok University, P.1-11.

[3] Malik, S. (2012). Customer Satisfaction, Perceived Service Quality and Mediating Role of Perceived Value. International Journal of Marketing Studies. Vol.4. No.1. p.68-76.

[4] Kotler and Armstrong (2014). Principles of Marketing. USA: Pearson.

[5] Peepkhatoke, W. (2015). The study and satisfaction of passengers in Thailand towards providing domestic low-cost airline: a case study of airline Nok Air. Master of Business Administration. Faculty of Business Administration. Kasetsart University

189 Krit Witthawassamrankul et al. / Proceeding – Social Science (2018), page 180–189

[6] Lertkojchasie, M. (2015). Factors Affecting Consumer Choice of Thai Airways Domestic Flights. Master of Business Administration. Faculty of Business Administration. Thammasat University.

[7] Sample Size in Statistics (How to find it): Excel, Cochran’s Formula, General Tips. http://www.statisticshowto.com/probability-and-statistics/find-sample-size/, retrieved on February, 28, 2018.

[8] Witthawassamrankul, K. (2017). Perception of Asian passengers’ satisfaction towards quality assurance of low cost airlines in Thai aviation business. Canadian International Journal of Social Science and Education, 11, May, 224-239.

[9] Witthawassamrankul, K. and Tipjanta, N. (2017). The Quality of service affecting the satisfaction of domestic passengers A Case Study: Thai Departure Passengers at Don Mueng International Airport. Proceedings of the ninth Nakhon Pathom Rajabhat University National Conference, Nakhon Pathom Rajabhat University, Nakhon Pathom, Thailand, September, 28-29, 923-931.

Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Aviation Industry, May 2018, page 190-201 www.iseec2018.kbu.ac.th The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

Thai Passenger Travelling Behavior towards Transportation Mode from Bangkok-Chiang Mai: A Case Study of Thai Low Cost Airlines and Bus Transportation Thitiporn Milindra Christensen1, Supachada Tulwatana2 and Vilas Duangkumnerd3 1,2,3Kasem Bundit University, [email protected], [email protected], [email protected]

ABSTRACT The purpose of this research was to compare travelling behaviors of the Thai passengers for Bangkok-Chiang Mai route between bus and low cost Airlines. The researchers surveyed 2 groups of sampled passengers, totally 400 passengers. Quota sampling was applied with equal numbers of passengers. The questionnaires were distributed to 100 male and female passengers of low cost airlines at Don Muang Airport and to 100 male and female passengers of bus at Mor Chid Bus Terminal, respectively. The independent variables of the study were genders, age, occupation, income, education level, travelling objectives, and travelling time. The dependent variables were the satisfaction toward services. The descriptive statistics used in the study were mean, standard deviation and percentage. The results showed that Thai Passengers were satisfied travelling by the low cost airline more than the bus. The satisfaction of low cost airlines was at the highest level (Mean = 4.22) and the satisfaction of bus was at a high level (Mean = 4.10) for the aspects personnel, service and speed. However, some travelers prefer using buses. They considered the location of transportation, time providing and connecting spot are important factors for travelling.

Keywords: Bus Transportation, Low Cost Airline, Bangkok-Chiang Mai Route

Introduction Currently, tourism business brings in a lot of income to the government and private sectors thus leading to economic growth and value increase for the community. In order for tourists or travelers to reach destination as required, the transportation system must be 191 Thitiporn Milindra CHRISTENSEN et al. / Proceeding – Social Science (2018), page 190–201 efficient, comfortable, and speedy. It can be said that the tourism and forms of travel are closely associated. Traveling relies on vehicles and decision making to use service to travel by the passengers depends on many aspects and factors such as period of time or price. The objective of the research was to study the personal behaviors that affect means of transportation on Bangkok-Chiang Mai route. In this research, the researcher revealed the selection of means of travelling between bus and low-cost airlines of Thai passengers on Bangkok-Chiang route, which is the route where passengers often take at present. The Bangkok-Chiang Mai route is the route where there are many bus service providers such as Nakhon Chai Air, Sombat Tour, and Siam First who provide modern, comfortable, and affordable service; however, it takes a long time to travel by bus. And at present, the selection of means of transportation takes factors into consideration and the behavioral trend of tourists at present is that they want to spend short time on traveling; therefore, the speed of vehicle is important. The travel by airplane answers this need of passengers and tourists. Low-cost airlines that open the service on Bangkok-Chiang route include Thai Air Asia, Nok Air, Thai Lion Air. Although traveling by air cost more, it is another option of passengers because it is faster.

Price and traveling time of bus service providers on Bangkok-Chiang Mai route BUS PRICE HOURS 1. Nachon Chai Air 541 baht 9 hours 2. Som Bat Tour 750 baht 9.50 hours 3. Siam First 569 baht 9.50 hours * Reference: http://www.rottourthai.com

Price and traveling time of airlines on Bangkok-Chiang Mai route

Airline Price Hours 1. Thai Air Asia 1,087 baht 1.15 hours 2. Nok Air 1.196 baht 1.15 hours 3. Thai Lion Air 1,160 baht 1 hours *The price is up-to-date, the price fluctuates depending on the period of time and date; retrieved from website Travelloka 192 Thitiporn Milindra CHRISTENSEN et al. / Proceeding – Social Science (2018), page 190–201

Chiang-Mai Route by bus means the route that can be taken by 2 routes. The first is route Bangkok – Ayuddhaya - Nakhon Sawan – Pitsanulok – Lampang – Lampoon - Chaing Mai, with total distance of 695 kilometers.

And the second route is Bangkok-Ayuddhaya-Naknhon Sawan-Kampaeng Phet-Tak- Lampang-Chiang Mai, with total distance of 696 kilometers.

Low-cost airline means the airline with business administration focusing on the reduction of cost of service of the airline such as food on board or selling ticket via internet to reduce expenses.

Passenger bus means traveling by large air-conditioned bus that picks up passengers from the station to the destination. Currently, there is the improvement of air-conditioned bus to be modern and to contain comfortable seats and with service of food and beverage for passengers.

Objectives of the research 1. To learn the services that respond properly to the requirements of passengers group 2. To study the different behaviors of servicing users of buses and low-cost airlines 3. To study the service that meets the needs of Thai passengers.

Research scope Date 15 December, 2017 to 15 January, 2018

Researching areas include Mor Chid Bus Terminal and Don Muang Airport

Research hypothesis 1. Different personal factors of passengers lead to different behavioral trends in using service of low-cost airlines and buses. 2. Different behaviors and purposes of traveling of passengers lead to different behaviors of using service of low-cost airlines and buses. 193 Thitiporn Milindra CHRISTENSEN et al. / Proceeding – Social Science (2018), page 190–201

Research framework

Theories concerned Consumer behaviors are concerned with concept of classical marketing based on social science such as economics, sociology, and anthropology, which is the study of market behavior in overall. The influence of the study was from Demand Theory – understanding consumer behaviors from market survey and data from population census. Later, there was more need for goods and more competition of new launch of goods, so the marketing concepts were changed to be managerial marketing, to study individual consumer’s behavior. Later, the marketing concept was changed to be behavioral marketing, which involved the psychology in studying consumer’s behavior. It was found that buying behavior did not come from logically driven force but from psychologically driven force, especially on the social media online. This requires the intensive study into consumer’s behavior in order to do marketing efficiently.

Theory of Consumer decision making was based on the expectation of decision outcomes which was a cognitive process (Michael Richarme, 2005). The consumer decision making process is interaction between the stimulus for the purchase, the characteristics or need of the consumer and their corresponding response. The stimuli can either be intra or inter personal from the consumer. 194 Thitiporn Milindra CHRISTENSEN et al. / Proceeding – Social Science (2018), page 190–201

Population and samples

Thai passengers from Mor Chid Bus Terminal and passengers from Don Muang Airport

Samples were passengers who travelled on Bangkok-Chiang Mai route at Mor Chid Bus Terminal and passengers on Bangkok-Chiang Mai route by low-cost airlines at Don Muang Airport, during 15 December 2017 to 15 January, 2018.

Random sampling was done from sample size 385 sets plus 15 research totally 400 sets by using formula of Taro Yamane (Taro Yamane, 1973 : 727-728)

e is the errors of selection of samples

N is number of population

n is size of samples

Sampling Male Female Passengers on bus 100 100 Passengers using low-cost airline 100 100 Total of 400 persons 200 200

Tools used in the study In this research, the data were collected by using questionnaires into the satisfaction, that were divided into 2 sets and 2 parts, each set contain 2 sections, for bus passengers and low-cost airline passengers at Mor Chid Bus Terminal and Don Muang Airport.

Section 1: Data on general status of respondents, personal data; questionnaires are multiple choices for 8 items for bus passengers and low-cost airline passengers 195 Thitiporn Milindra CHRISTENSEN et al. / Proceeding – Social Science (2018), page 190–201

Section 2: Questions on level of satisfaction, behavioral tendency of Thai passengers who travel by bus-by low-cost airline, containing 18 items, using rating scale in form of Likert’s Scale which provides choices in 5 levels, maximum score is 5 and least score is 1, respectively.

Data collection by questionnaires

Data collection from samples was done by random sampling from 400 samples, divided into 100 males and 100 females from Mor Chid Bus Terminal, and 100 males and 100 females from Don Muang Airport, totalling 400 peoples. The general characteristics of questionnaires are shown in Table 1.

Data analysis was done by analysis into the questionnaires, divided into:

Part 1: Analysis and presentation in form of Frequency Table

Part 2: Analysis of data of respondents from means (x) and standard deviation (S.D.)

Part 3: Analysis of messages and conclusion of messages, analysis of data by analysing the interview form, analysing messages and concluding on part of interviews

196 Thitiporn Milindra CHRISTENSEN et al. / Proceeding – Social Science (2018), page 190–201

Study results and data analysis

Table 1

Bus passengers low-cost airline passengers

Personal factors Percentage Percentage Gender Male 50 50 Female 50 50 Age group 18-22 years 29.0 37.0 23-30 years 45.5 40.0 31-39 years 19.0 16.5 40 years and over 6.6 6.5 Occupation Civil service 21.5 17.5 State enterprise employees 13.0 13.0 Personal business/ trading 22.5 18.0 Students 35.0 44.5 General hiring for work 8.0 7.0 Others 0.00 0.00 Monthly income No income 17.5 24.0 Lower than 10,000 baht 11.5 13.0 10.001-15,000 baht 20.5 13.5 15,001-20,000 baht 26.0 27.5 20,001 baht and over 24.5 22.0 Educational level Lower than bachelor degree 21.0 19.5 Bachelor degree or equivalent 56.0 58.0 Higher than bachelor degree 23.0 22.5 197 Thitiporn Milindra CHRISTENSEN et al. / Proceeding – Social Science (2018), page 190–201

On behavior Percentage Percentage Traveling purpose Tour 37.5 42.0 Work 33.5 33.0 Study 9.0 10.0 Visit relatives 19.0 13.5 Others 1.0 1.5 Period of traveling time 07.00 am. – 1.00 pm. 37.0 39.5 1.00 pm. – 6.00 pm. 30.0 34.0 6.00 pm. – 10.00 pm. 19.0 11.0 10.00 pm. – 7.00 am. 14.0 15.5 Traveling frequency Less than 2 times a year 39.0 42.0 2-3 times a year 33.5 30.5 4-5 times a year 16.0 16.5 5 times a year 11.5 10.0

Analysis result of Table 1: from questionnaires concerned with personal factors and frequency of travel: it is found that:

 Passengers who travel by bus and low-cost airlines mostly are 23-30 years old consisting of bus passengers for 45.5 percent and low-cost airline passengers for 40.0 percent Divided by occupation: bus passengers who travel by bus are students for 35.0 percent and who travel by low-cost airline for 44.5 percent

 Average income of 15,001 – 20,000 baht of bus passengers equal to 26.0 percent and low-cost passengers equal to 27.5 percent  Educational level of bachelor degree or equivalent of bus passengers equal to 56.0 percent, and low-cost airline passengers for 58.0 percent 198 Thitiporn Milindra CHRISTENSEN et al. / Proceeding – Social Science (2018), page 190–201

 Objectives of the travel: tour of bus passengers for 37.5 percent, and low-cost airline passengers for 42.0 percent  Period of travelling time during 7.00 am. – 1.00 pm. of bus passengers equal to 37.0 percent and low-cost airline passengers equal to 39.5 percent  Frequency of travelling: less than 2 times a year of bus passengers for 39.0 percent and low-cost airline passengers of 42.0 percent

Table 2 Satisfaction, behavioral tendency towards using service Bus Low cost Airline Satisfaction MEAN Meaning Satisfaction MEAN Meaning towards service towards service Bus service 4.03 High Ground service and 4.23 Highest provider on-board provider Safety of service 4.0 High Safety of service 4.22 Highest provision provision Comfort during 3.93 High Comfort during 4.19 High using service using service Reliability of 4.42 Highest Reliability of 4.30 Highest service provision service provision Fare 4.19 High Fare 4.27 Highest Time of traveling 4.20 High Time of traveling 4.10 High Total average 4.10 High Total average 4.22 Highest

Result of analysis of Table 2: From questions concerned with satisfaction, behavioral tendency towards service use, it can be concluded by using MEAN and S.D. that the satisfaction, behavioral tendency of low-cost airline passengers have satisfaction with total average of 4.22 level (Maximum level), that is more than bus passengers; bus passengers have average level of 4.10 (Much) 199 Thitiporn Milindra CHRISTENSEN et al. / Proceeding – Social Science (2018), page 190–201

Presentation of the results from interview: by interviewing those concerned on behavioral tendency of Thai passengers who choose to travel by bus or by low-cost airline on Bangkok- Chiang Mai route

During 15 December, 2017 to 15 January, 2018 at Don Muang Airport and Mor Chid Bus Terminal, interviewing 16 concerned persons divided into:

Male and female in Northern region for 2 persons per region

Male and female in Northeastern region for 2 persons per region

Male and female in Central region for 2 persons per region

Male and female in Southern region for 2 persons per region

By using same questions that are:

1. When you travel to Chiang Mai, which would you choose—by bus or by low-cost airline, and why? 2. When you travel, which way do you think is more worth your money – by bus or by low-cost airline and how? Analysis results from data obtained from interview: It is found that both males and females in 4 regions like to travel by low-cost airlines more than by bus because it is more comfortable, more convenient, more economic, and sometimes low-cost airline expense is less expensive than by bus because of the promotional deal and there are a lot of special privileges for regular customers.

The decision making factor is passengers’ comfort while using transportation. The perception of cleanliness, friendliness, comfort, punctuality and safety are main concerned. (Iphan F. Radam ,2015)

Factors affecting vehicle choice for passengers are the characteristics of travelers, transportation system, traveling purpose and quality. (Ortuzar & Willumsen,1999) 200 Thitiporn Milindra CHRISTENSEN et al. / Proceeding – Social Science (2018), page 190–201

Suggestions and expected benefits

This research would be beneficial for organizations and agencies who can apply the information to determine the policy for the development of management, to plan on strategy of the organization, to develop marketing and service, and to promote the low-cost airlines to compete freely and to provide service in the same direction.

The researcher had suggestions and had given these suggestions to the bus service providers in order for them to learn the advantages and disadvantages of competition with low-cost airlines that have been coming to catch market shares, and these suggestions and information can be applied for the improvement, development and marketing strategy determination, marketing shares determination, segmentation of bus, positioning of products, and targeting so that it would bring in profit for the company in the further.

Acknowledgement

This work was supported by Aviation Personnel Development Institute (APDI), KASEM BUNDIT UNIVERSITY, Thailand. The authors would like to thank our research advisor Ph.D. Krit WITTHAWASSAMRAKUL for his invaluable help and constant encouragement throughout this research. We would not have achieved this far and this research would not have been completed without all the support that we have always received from him.

Finally, we most gratefully acknowledge our family and my friends for all their support throughout the period of this research.

ThitipornMilindra CHRISTENSEN

Supachada TULWATANA

Dr. Vilas DUANGKUMNERD 201 Thitiporn Milindra CHRISTENSEN et al. / Proceeding – Social Science (2018), page 190–201

References

[1] Academic Journal, Thai Tourism (Aekkarat Suwankul) [2] www.travelloka.com [3] http://www.nappark.com/blog/Budget%20airlines [4] http://www.xn--72cb4bef4ec2ad7c5be74ava.com/ [5] Development of mode choice models between private vehicles and university bus in Prince Songklar University (Supakorn Suthiphan)

Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Aviation Industry, May 2018, page 202-210 www.iseec2018.kbu.ac.th The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

The Influence of Marketing Innovation Strategies and Marketing Environments towards Marketing Performance for Airline Business in Thailand for ASEAN Economic Community (AEC) Wethaka Washrakunathorn1, Narongdech Pasputhijiam2, Supachoke Suthichoti3 and Prachon Thanasumitr4 1,3,4 Instructor of Airline Business at Aviation Personnel Development Institute, [email protected], [email protected], [email protected] 2Assistant Director of Airline Business at Aviation Personnel Development Institute, [email protected] Airline Business at Aviation Personnel Development Institute, Kasem Bundit University, 60 Romklao Road, Minburi, Bangkok 10510

ABSTRACT The objectives of this study were; (1) to examine implementation levels of marketing innovation strategy and marketing environments influencing on marketing performance of airline business in Thailand (2) to examine marketing performance levels from implementing with marketing innovation strategies and marketing environment (3) to examine the influence of marketing innovation strategies towards marketing performance (4) to examine the influence of marketing environment towards marketing performance. This was a qualitative research. The samples were 4 officers 2 from sales department and 2 from marketing department of 9 Thai scheduled airlines holding certified AOC Since late 2017 using purposive sampling. The results of these analyses showed that (1) implementation level of marketing environment was higher than marketing innovation strategies; (2) competitive environment was the highest influential in profitability in marketing performance; (3) marketing innovation strategies were not directly influential in marketing performance; and (4) external marketing environment was directly influential in marketing performance. This research will bring advantages to airline business in Thailand in order to create marketing strategies and policies for ASEAN Free Trade Area (AFTA) agreement in ASEAN Economic Community (AEC).

Keywords: Marketing Innovation Strategy, Marketing Environment, Marketing Performance

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1. Introduction

Aviation is a service business that is very important to tourism development, which affects the economy of the country. It is evident from the National Economic and Social Development Plan No. 10 that the service sector will be transformed into a major source of income for the country and that the competitiveness of the service sector will be improved. Expansion of the service market to cover the region. With the development of Thainess to connect with more countries to support the entry into ASEAN (The Office of National Economic and Social Development Board (NESDB) 2010–2011 cited in Kittinant Phitsuwan, 2017) and the income from tourism received by foreign tourists visiting Thailand in 2015 deducted by the expenditure of Thai tourists to travel abroad. As a result, Thailand's tourism service surplus in the third quarter surged to 284,225 million baht, while the surplus in the second and the first quarter was 244,684 and 309,726 million baht, respectively. Compared to the total service balance of the country, according to the Bank of Thailand's report for fiscal year 2015, there were 59,318, 30,531.09 and 127,703 million baht, respectively. The tourism service balance was higher than the overall service balance of 4.79, 8.01 and 2.43 times in Q3, Q2 and Q1 respectively. Reflecting that throughout the three quarters the tourism service balance is very important to the country's balance of payments surplus. The foreign tourists all over the world come to Thailand. Nowadays, it is important to use air transportation services. However, after the Thai airline business failed to pass the Universal Safety Oversight Audit Program (USOAP). Impact on the operation of the Thai airline business to be disrupted and slow down. At the same time, other foreign airlines have experienced rapid business expansion especially low-cost airlines in Southeast Asia. The competition in the aviation business increased. As a result of existing competitors in the market and the new entry competitors directly affect the marketing performance of the airline business in Thailand inevitably. The main research questions of this study are how the three dimensions of marketing environment which are technological environment, competitive environment and market environment competes through marketing performance in order to increase the marketing performance of Thai registered airlines and operate in Thailand.

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2. Literature Review and Hypothesis The research model of this study is illustrated in Figure 1, showing the relationships among marketing innovation strategy (Product innovation, process innovation and Business innovation), marketing environment (technological environment, competitive environment and market environment) and marketing performance (market share, profitability, sales growth, customer number, customer satisfaction and customer loyalty).

Marketing Innovation Strategy Marketing Performance 1. Product innovation 1. Market share 2. Process innovation 2. Profitability 3. Business innovation 3. Sales growth 4. Customer number

Marketing Environment 5. Customer satisfaction 1. Technological environment 6. Customer loyalty 2. Competitive environment 3. Market environment

Figure 1: Conceptual Framework

2.1 Marketing Innovation Strategy Marketing innovation strategy is defined that significant changes in innovation/knowledge is a stem from the revelation of something new. Incremental innovations, on the other hand, are major advances to an established technology/knowledge (Garcia&Calantone, 2002). The logic of marketing innovation emphasizes sales growth by shifting consumer demand from elastic to more inelastic market segments through the delivery of better value (actual or perceived) to the consumers (Bennett&Cooper,1979,1981; Hurley&Hult,1998), Thus, such as marketing innovation strategy is learning orientation that refers to learning something new and has changed over time, both within and outside the organization by systematic pattern, such as knowledge sharing between departments and the application of modern technology, under providing the supporting with the implementation of airlines business. It led to established knowledge newness. While, Moreira and Silva, 2012 defined marketing innovation is as an advancement is as a capacity of airlines to inventive for creating new product and administrations picking up to the business sector, for example, 205 Wethaka Washrakunathorn et al. / Proceeding – Social Science (2018), page 202-210 upgrade bundling, new media for product advancement, new strategies for deals channels, and new routines for valuing pricing goods or services, which are important for many organizations leading to marketing sustainability. And Naidoo, 2010 revealed that marketing innovation is defined as the upgrades in product design, estimating, situation, advancement, and the chance of survival. With an essential target of advancement being the improvement of new or adjusted products/processes aimed at improving organizational performance and with superior performance inherently dependent on understanding and satisfying customer needs better than one's competitors, market orientation and innovation are intrinsically linked constructs (Augusto & Coelho, 2009; Hauser, Tellis, & Griffin, 2006). There are three dimensions of marketing innovation strategy in airline business: Product innovation are products that have been commercially manufactured have been improved or are new to the market such as fleets of aircraft (A380, A350, A320-Neo, B787), In-flight services menu. Process innovation is a change in the way or production of goods or services in a different way from the original such as Self Automate Check in system, Reservation & Ticketing by social network. Business innovation are new ideas that can be sold or making new ideas commercially valuable in order that the business will be successful and sustainable such as Thai Air Asia’s Self Automate Check in system, New Gen Airways’ the Spilt Scimitar Winglets (SSW). Hypothesis 1: Marketing innovation strategies influence marketing performance. 2.2 Marketing Environment The Marketing Environment includes the internal factors (employees, customers, shareholders, retailers & distributors, etc.) and the external factors (political, legal, social, technological, economic) that surround the current airline business and influence its marketing operations. Some of these factors are controllable while some are uncontrollable and require business operations to change accordingly. Airlines must be well aware of its marketing environment in which it is operating to overcome the negative impact the environment factors are imposing on airlines’ marketing activities. This research was put emphasis on how does the changing marketing environment (technology, competition, market) impact on the airline's marketing performance? 206 Wethaka Washrakunathorn et al. / Proceeding – Social Science (2018), page 202-210

Technological environment: the Smartphone has better technology and cheaper. As a result, those who book seats have the option of booking through the application of the airline itself, including the application of agents.

Competitive environment: The rise of airlines and new routes. As a result, passengers are more likely to seek information on airline travel and are not attached to a single airline.

Market environment: The Chinese have become an important market for the airline business. Many airlines have had to change their strategy to accommodate and serve more Chinese passengers, such as flights to China, Chinese native speaker for cabin crews and ground services.

Hypothesis 2: Market environment influences marketing performance.

2.3 Marketing Performance Arthurs and Busenitz (2006) and Gao (2010) proposed that marketing performance is a firm’s emphasis on success which comprises the marketing capability in response to the market demands and the adaptation capabilities in environmental change. Similarly, Barczak et al. (2008) explained that marketing performance is the degree of the new product that meets customer expectations with regard to sales, a market share greater than its competitors, profitability, and the ability of the firm to respond to market and create customer satisfaction. Likewise, Murray and Chao (2005) used new product development speed, development cost efficiency, and product quality in order to reflect the marketing performance. Moreover, marketing performance is reflected on profitability, sales growth, and market share. The marketing performance measure should capture firm performance at both current and future levels. More explicitly, a broad and well-balanced performance conceptualization, including financial and non-financial measure, will help marketers to fully understand the performance consequences of their strategies (Varadarajan and Jayachandran, 1999). Financial performance literally refers to financial measures, such as profit margin, return on investment, and revenue growth, whereas marketing performance implies measures such as the volume of new customers, sales volume, and market share 207 Wethaka Washrakunathorn et al. / Proceeding – Social Science (2018), page 202-210

(Jaakkola et al., 2010; Kaynak and Kara, 2004). Every firm should, in principle, seek profitable growth over maximum sales alone. The study of new product success finds that a strong positive link exists between market share and return on investment (ROI) measures (Baker and Sinkula, 1999; Morgan et al., 2003). Hooley et al. (2005) argued that superior marketing performance likely results in superior financial performance. Moreover, Morgan (2012) argued that marketing performance is the capability of firm to increase sales volume and firm activities which are the ultimate organizational goals in terms of financial performance. Marketing performance can be measured in terms of accounting indicators such as cash flows and profitability. In addition, O’Sullivan and Abela (2007) suggested that marketing performance is measured by returning on assets (ROA), and returning on Investment (ROI). However, the marketing performance can be measured by sales volume, sales growth, and market share, whereas financial performance can be measured by profitability, a percentage of sales, return on investment (ROI), profit margin, and profit growth (Hultman et al., 2011). Thus, marketing performance is the perceptions regarding any outcomes that indicate firms’ success including customer satisfaction, customer acceptance, sales growth, market share, and overall performance (Barczak et al., 2008; Hultman et al., 2011; Jampaphang and Ussahawanitchakit, 2013).

3. Research Methodology 3.1 Sample Selection and Data Collection Procedure This research used qualitative research techniques. The population used in this study was the airline business in Thailand receiving the Air Operator Certificate in the airline business with the Civil Aviation Authority of Thailand in the year 2017. There are 9 airlines, including Bangkok Airways, Thai Air Asia, Thai Airways, NokAir, NokScoot, Thai Air Asia X, Thai Smile, Thai Lion Air and New Gen Airways. Samples were selected by non-probability sampling using a purposive sampling technique that selected only two marketing officers and two sales staff in the Thai registered airlines. The total number of key informants were 36. The structured interview was used as a tool to collect information from the sales staffs and marketing staffs of the airline along with the documents showing the performance of the airlines. 208 Wethaka Washrakunathorn et al. / Proceeding – Social Science (2018), page 202-210

3.2 Interview Development In this study, an interview was developed and divided into three parts. Part 1 includes questions the marketing innovation strategies that airlines currently use on product innovation, process innovation and business innovation. Part 2 contains questions on the current marketing environment of the airlines including technological environment, competitive environment and market environment. The last part provides questions about the marketing performance of the airlines in comparison with two last consecutive years and expectations of marketing performance after receiving the Air Operator Certificate. The questions used in the interviews were validated by marketing experts to ensure that those questions provided the answers to this research.

4. Result and Discussion Marketing environment has a direct influence on marketing performance. The results of this research are consistent with the research of Kumar et al., 1998; Appiah and Ranchhod, 1998, and for marketing innovation strategies have no direct positive influence on business performance, contrary to Gurhan et al. al (2011) describes how innovation will directly affect marketing performance. That is not because the development of market performance is required to be consistent with the market-oriented concept, which is consistent with Han et al. 1998); Vikash (2010, 1313) and Bulent & Seigyoung (2006, 65 ); Drucker (1984) cited in Seigyoung & Bulen (2006: 63); Deshpade et al., 1993; Slater & Narver, 1995. Cited in Agarwal et al (2005) and Drucker (1954), cited in Seigyoung & Bulen (2006: 63), particularly in the service business (Agarwal et al., 2005, 71). As state of Peter Efedrich, who is a management guru and recognized in the world. "…the two most critical aspects of business are marketing and innovation." (Drucker, 1954, 37, cited in Seigyoung & Bulen, 2006, p. 70). The changing marketing environment in technology, competition and markets has affected the airline's marketing performance in terms of profitability. The Smartphone has better technology and cheaper. As a result, resellers are more likely to choose to use their booking through the airline application, as well as through the use of agents such as Traveloka, which are up to 75-90% affecting the airline's marketing operations in terms of profits and new customers. In 2017, Thai Airways International Public Company Limited and its subsidiaries Revenue increased 6.3% from the previous year. Bangkok Airways Plc.'s total 209 Wethaka Washrakunathorn et al. / Proceeding – Social Science (2018), page 202-210 revenue increased 6.5% and net profit was 846.4 million baht. The passenger growth rate in 2560 was 5%. Thai AirAsia Plc. (AAV), a major shareholder of Thai Air Asia Co., Ltd. (AAV), reported a net profit of Baht 9,711.2 million for the fourth quarter of 2017 or a net profit of Baht 475.6 million. Growing more than 100% over the same period last year. The number of passengers was 5.34 million passengers, an increase of 22 percent, which was higher than the 13 percent increase in the number of passengers from the same period last year. In summary, throughout the year 2017, AAV had a satisfactory performance. Total revenue was Baht 35,931.6 million, representing a net profit of Baht 1,477.5 million. The number of passengers was 19.82 million passengers a year, and the proportion of passengers was 87 percent, three times higher than the same period last year. While the company Nok Air had a total of 8 million passengers and a revenue increase of 11% from last year due to the launch of new routes to China. There were 19 routes and the capacity of the airline was increased by two new Boeing 737-800 aircraft into the fleet. For the first half of 2017, New Gen Airways posted a combined revenue of 3,320 million baht, a 58% increase from the same period last year. The company planned to add four more aircraft a year, increasing the number of passengers by 74%, and annualized revenue was projected to increase by 78% from last year. The competitive environment of the airline industry and the Chinese market also affected Thai Lion Air's operating performance. In 2017, the number of passengers increased from the previous year to 80. - 85% of the expansion to China and the expansion of the fleet to cater to the passenger market. Although many airlines are adopting marketing innovation strategies. It also affects the marketing of the airline, not so much when compared with the marketing environment that influences the airline's marketing performance at a higher and clearer level.

5. Guidelines for future research Suggestions for Future Research Comparative studies on the marketing strategies that each airline uses to enhance its competitiveness should be implemented, especially among low-cost airlines’ group. Use quantitative research techniques to gain credibility and reflect different perspectives on the fast pace of global change.

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References [1] Agarwal, S., Erramilli, M.K. and Dev, C.S. 2003. Market orientation and performance in service firms: role of innovation”, The Journal of Services Marketing. (17)1, 68-82. [2] Seigyoung A. & Bulent, M. 2006. Creating a Firm-Level Dynamic Capability through Capitalizing on Market Orientation and Innovativeness. Journal of the Academy of Marketing Science, 34(1), 63-73 [3] Vikash, N. 2010. Firm survival through a crisis: The influence of market orientation, marketing innovation and business strategy. Industrial Marketing Management,39, 1311– 132. Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Aviation Industry, May 2018, page 211-221 www.iseec2018.kbu.ac.th The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

TRIZ Approach to Innovate the Collaborative Decision Making in Aviation Industry Management Thongchai Jeeradist1 and Prompun Sangkaew2 1Lecturer, Aviation Industry Management Program, Aviation Personnel Development Institute, Romklao campus, Kasem Bundit University, 60 Romklao Road, Minburi, Bangkok 10510, E-mail: [email protected], [email protected] 2Lecturer, Aviation Industry Management Program, Aviation Personnel Development Instritute, Kasem Bundit University, 60 Romklao Road, Minburi, Bangkok 10510, E-mail: [email protected]

ABSTRACT To enhance and improve the impacts of service quality in aviation industry which effected customer perceptions, this paper focused and presented the case study to identify the factors that influenced service quality in aviation industry, and customer perceptions of aviation industry image. A literature review was on service quality measurement (SQM) and aviation industry analyses case study. The quality management framework (SERVQUAL) with five service quality dimensions including reliability, assurance, tangibility, empathy and responsiveness was used to assess customer requirements. Selected criteria from aviation industry services and TRIZ method approach with SERVQUAL measured customer satisfaction. Aviation industry service quality criteria were studied and TRIZ techniques were employed and integrate with the Collaborative Decision Making (CDM) model to innovate the improvement of service quality criteria.

Keywords: TRIZ Innovative, Aviation Industry, Collaborative Decision Making (CDM), Service Quality Measurement (SQM), SERVQUAL

1. Introduction Genrich Altshuller developed TRIZ by analysing more than three million patents and discovering that the patterns predicted breakthrough solutions to problems. TRIZ is now increasingly used in Six Sigma processes, project management, risk management and innovation initiatives. It solves problems by analysing their repeatability, predictability and 212 Thongchai Jeeradist and Prompun Sangkaew / Proceeding – Social Science (2018), page 211-221 reliability by relying on the study of the patterns of problems and solutions [1]. A TRIZ perspective in service industries demonstrates that the TRIZ’s 40 Inventive Principles in service operations differ from physical product development [2]. For example, unique service industry characteristics include customer participation, simultaneity, heterogeneity, intangibility and perishability which can help resolve aviation industry service problems. An empirical study on developing an innovative design was conducted with tourists on Singapore’s Sentosa Island and a university canteen [3]. TRIZ principles have been applied to resolve contradictions between aviation industry service criteria and safety to improve customer expectations and perceptions and thereby improve aviation industry service ability. This paper studied the interpretation of TRIZ’s Inventive Principles applied to service development in aviation industry operations. A proposed TRIZ for aviation services based on the in-depth case study is also presented.

According to Altshuller [4], TRIZ is positioned to be a powerful tool which is full of universal principles of invention which can be used as the basis for creative innovation. Service designers may potentially lack of ideas in generating new and fresh, yet innovative proposed improvement concepts. They are bounded to the previous experiences, or the limitation of service design tools. Thus, TRIZ (teoriya resheniya izobretatelskikh zadach, known as TIPS – Theory of Inventive Problem Solving), as the theory of the resolution of invention-related tasks, is proposed to overcome those limitations.

In order to solve the potential contradictions occurred due to two conflicting requirements to the same element in a system, the superiority of TRIZ methodology is one tool to solve these contradictions [5]. These potential contradictions must be identified and resolved. Thus, what will be proposed as improvement strategies can be deemed as a good compromise among any controllable and uncontrollable factors surrounding the identified problems.

2. Integrated TRIZ and SERVQUAL Applications in Aviation Industry 2.1 TRIZ Is a Problem Solving Method Theory of Inventive Problem Solving or acronym as TRIZ is a problem solving method based on logic and data. This method was developed by Genrich Altshuller with more than 213 Thongchai Jeeradist and Prompun Sangkaew / Proceeding – Social Science (2018), page 211-221 three million patents have been analyzed to discover the patterns that predict breakthrough solutions to problems, it’s spreading into corporate use across several parallel paths and increased in Six Sigma processes, project management and risk management systems and in organizational innovation initiatives which accelerates the ability in solving the problems by method of repeatability, predictability, reliability and relies on the study of patterns of problems and solutions [6].

2.2 Aviation Industry Service Quality Management Using the SERVQUAL SERVQUAL is a framework to measure service quality using the gap theory model. This has five service quality dimensions included reliability, assurance, tangibility, empathy and responsiveness, with 22 attributes that define service quality as the degree of discrepancy between customer expectation and customer perception of the service performance they received [7-9]. Previous airline service studies used the SERVQUAL method to evaluate service quality [10]

Service quality in the aviation industry is complex and differs from other industries. Aviation industry service quality includes service accuracy, safety procedures, punctuality of flight. The aviation industry service items are defined by IATA (International Air Transportation Association) and include all phases of flight such as preflight during on ground, in flight and at post-flight service [11].

2.3 Collaborative Decision Making (CDM) in Aviation Industry Collaborative Decision Making (CDM) is primarily concerned with the effective operational processes of airlines, airports and air traffic control management. The purpose of CDM in the aviation industry is to improve airport operational standards and that has an impact on the airline Turnaround Process (TAP) during the preparation of the preflight phase. It also impacts on the aircraft takeoff phase and the approach for landing phase.

The aim of CDM is to improve air traffic flow and capacity management through taking effective steps to reduce aircraft taxi times and turnaround times which directly translate into economic benefits and improved environmental friendly conditions. 214 Thongchai Jeeradist and Prompun Sangkaew / Proceeding – Social Science (2018), page 211-221

However, due to the diverse composition of the many actors on the stage, the assessment of overall turnaround performance relies on a CDM system that includes, inter alia, ground staff, airlines, the airport management and also air navigation service providers.

Since CDM is an important practical in aviation industry to be applied in airline, airport and air traffic service management. CDM key factor to enhance all participations such as airport slot coordinator will envision how many additional slots can be approved, airline operator will purpose how many flights can be applied with the schedule base on passenger demand and air traffic control unit can be developed the suitable technique to accommodate airport and runway capacity together with airspace surrounding with the air navigation services and runway capacity. At the same time, the aviation ground handling equipment unit will utilize their resources adequately and service however many additional aircrafts they can with few resources.

The principle of CDM is to put in place agreed cross-collaborative processes including communication protocols, training, procedures, tools, regular meetings and information sharing, which moves ATM operations from stovepipe decision-making into a collaborative management process that improves overall system performance and benefits the individual stakeholders [12].

CDM in Aviation is purposed to improve aviation operational efficiency such as reducing airport delays, improving the predictability of events during the progress of a flight and optimizing the utilization of resources [13]. According to R. Ghosh etal, one of factors is the aircraft which is the key connecting element between the aviation industry stakeholders such as airlines, airports, air navigation service providers (ANSPs) and manufacturers [14].

3. Purpose The purpose of this paper is to discuss and propose a conceptual framework of Service Quality Measurement (SQM) integrated with TRIZ innovative process and Collaborative Decision Making (CDM) to enhance and improve the impacts of service quality in aviation industry which effect customer perceptions of aviation industry.

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4. Methodology The qualitative method and questionnaire were based on SERVQUAL’s five dimensions and CDM, which sampling included airline operations, airport operations and ground handling, air Traffic Controller and air navigation service Provider (ANSP) with the staff concerned.

The method of focus groups and personal interviews were conducted, as well as direct or participatory observations of airline passengers and aviation industry employees. The questionnaire was developed following the steps shown in Figure 1 [15].

Develop the questionnaire Analyse

Test Customer interview Calculate

Figure 1. The questionnaire development process as adapted from Walden et al., 1993

The questionnaire was developed according to the process in Figure 1. Testing and revision of the collaborative decision making model was done by formulating questions on the service attributes for which feedback from airline passengers and aviation personnel. The questionnaire was constructed through criteria’s of passenger and aviation personnel requirement questions.

To study service quality on the irregularity situation, the case study related to the problem of Air Traffic Congestion which affected aviation service quality. The problem was identified for solution. The collaborative decision making model integrated with TRIZ was considered in the case study if contradictions occurred when safety was the first priority for the aviation industry, but service quality did not reach customers’ expectations.

Case study: Airline services may be disrupted due to air traffic congestion when sequencing take-off. Air traffic capacity en route also entails the necessity to hold aircraft on the ground awaiting take-off clearance from the Air Traffic Control Unit. When there are delays in flight schedules, passenger services are disrupted and connecting flights may be missed. Therefore, passenger satisfaction will be reduced and the airline reputation tarnished. Figure 216 Thongchai Jeeradist and Prompun Sangkaew / Proceeding – Social Science (2018), page 211-221

2 shows the problem solving process for airline service quality challenges caused by air traffic congestion.

TRIZ NO.1, NO.5, NO.24, NO.37

Air Traffic Congestion CDM Aviation Industry Management Improved

Air Traffic Control Service Delays in flight schedules

Figure 2. Using TRIZ in the Collaborative Decision Making (CDM) and service quality integration process for air traffic congestion

Identify and evaluate the problem: Flight delays caused by air traffic congestion both on the ground and en route can affect airline service quality. Congestion at the airport and in the airspace as it affected airline scheduling was studied. According to SERVQUAL and CDM model survey, Table 1 shows that technology combined with policy, and organising the concerned units by TRIZ solutions marginally increased functional capacities and improved airline scheduling.

Table 1. Customer requirement survey after air traffic using SERVQUAL and the Collaborative Decision Making (CDM) model

SERVQUAL CDM in Aviation Industry CDM RATER Service Criteria CODE dimensions 1. Responsiveness Participant interest in solving flight delay RCDM1 problems Employees are willing to help in unexpected RCDM2 situations Courtesy of participant RCDM3

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SERVQUAL CDM in Aviation Industry CDM RATER Service Criteria CODE dimensions 2. Assurance Flight safety operations ACDM1 Participant performed confident actions with ACDM2 customer tangibles Participant provided necessary information ACDM3 Staff have the knowledge to answer ACDM4 questions Staff willingness to help ACDM5 Staff promptly handle flight delays ACDM6 3. Tangibility Modernised equipment and tools TCDM1 Airport facilities TCDM2 Appearance of employees TCDM3 Quality of service TCDM4 4. Empathy Employees provide individual attention to ECDM1 the participant Alternative equipment and tools are ECDM2 available Cooperates are convenience ECDM3 Situation handling includes modern ECDM4 equipment and facilities Employees understand the participant’s ECDM5 specific needs Employees provide speedy handling ECDM6 5. Reliability Flights are on-time ReCDM1 Participant performed accurate service during ReCDM2 the case Participant insistence on travel service ReCDM3 Table developed from airline service quality measurement based on SERVQUAL and Kano’s model [15]

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Problem solving using TRIZ method integrated with CDM criteria, the Air Traffic Flow Management (ATFM) programme was developed by the Global Navigation Satellite System (GNSS) to transform technology and improve problem resolution [17]. As shown in Table 2, the following TRIZ principles were used: #1: Segmenting service categories to improve service delivery efficiency, #5: Collaborating with the Air Traffic Service Unit to enhance service, #24: Improving Air Traffic Control by appointing a manager to communicate between the Air Traffic Control division and the work related to the aircraft and # 37: Increasing control sectors for Air Traffic Service during the high season to improve air traffic flow.

Table 2. TRIZ applied to improve airline service quality problems caused by Air Traffic Service TRIZ Principle Aviation Industry Service Quality Improvement #1 Segmentation Improve service delivery efficiency by segmenting into service categories #5 Consolidation Collaborate with the Air Traffic Service Unit to enhance services by transforming existing technology into new technologies or methods #24 Mediator Improve Air Traffic Control by appointing a manager to communicate between the Air Traffic Control division and the work related to the aircraft #37 Thermal expansion Increase control sectors for the Air Traffic Service Unit during the high season to improve air traffic flow and prevent flight delays

5. Conclusions, limitation and future researches The aviation industry serviceability are conducted by FAA, ICAO and IATA regulations and policies. There are many factors that affect the aviation service such as aircraft characteristics and maintenance conditions, crew operations, air traffic control, weather conditions and airline management business strategies [18]. According to the case study, aviation service quality and safety contradictions may impact on the performance of industry. Using inventive TRIZ principles and CDM model to solve these conflicts provides a 219 Thongchai Jeeradist and Prompun Sangkaew / Proceeding – Social Science (2018), page 211-221 unique way of systematic thinking, by improving aviation industry service quality management integration to innovate aviation industry improvement [19].

This research was conducted to identify service quality problems by interviewing passengers and employees, facilitating focus groups and observing airline operational procedures. The SERVQUAL dimensions integrated CDM model were used as guidelines to survey and measure the quality of aviation service. Problem solving was performed by applying TRIZ principle to aviation services. The evaluation resulted in a framework that integrated TRIZ and CDM model to improve with the innovative aviation industry services.

This research was based on the empirical case study of safety and service quality contradictions. Case study demonstrated an aviation industry service quality problem due to Air Traffic Congestion disruptions. Air traffic congestion, both on the ground at the airport and in the control zone or control area causes flight delays for scheduled departures and arrivals. Problem solving using TRIZ principles #1, #5, #24 and #37 was applied by integrated with CDM model linking technological policies and organisational solutions to increase air traffic volume capacity.

A limitation of the study was that only a case study was conducted. To overcome this limitation, further researches can utilize the proposed innovation model to solve other conflicts from other aviation service systems such as A-CDM (Airport Collaborative Decision Making), or Airline service, as well as to further validate the feasibility of the model from this study.

Acknowledgement The authors would like to acknowledge the Flight Operations Officers of Thai Airways International (TG) and the Air Traffic Flow Management team from the Aeronautical Radio of Thailand (AEROTHAI) for their supports in resolving the questions raised for the case study.

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References [1] Gilbert, D., Wong, R.K.C., 2002. Passenger Expectations and Airlines Services: a Hong Kong Based Study. Elsevier. [2] Zhang, J., Chai, K-H. and Tan, K-C. (2009). 40 Inventive Principles with Applications in Service Operations Management. [3] Chai, K.-H., Zhang, J., Tan, K.-C., 2005. A TRIZ-base method for new service design. J. Serv. Res. 8 (1 August), 48e66. [4] Arshad, S.S., 2009. Super stream approach to TRIZ planning, aviation safety. TRIZ J. (November) [5] Chai, K.-H., Zhang, J., Tan, K.-C., 2005. A TRIZ-base method for new service design. J. Serv. Res. 8 (1 August), 48-66. [6] ICAO, 2004. Outlook for Air Transport to the Year 2015. Circular 304 AT/127. [7] Gronross, Christian, 1982. An applied service marketing theory. Eur. J. Mark. 16 (7), 30-41. [8] Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64, 12-40

[9] Wongrukmit, Thawesaengskulthai, 2014. Hospital service quality preferences among culture diversity. Total Quality Manag. Bus. Excell. 25 (7e8), 1e15. [10] Park, J-W., Robertson, R. and Wu, C-L. (2005). Investigating the Effects of Airline Service Quality on Airline Image and Passengers’ Future Behavioral Intentions: Findings from Australian international air passengers. The Journal of Tourism Studies Vol. 16 No. [11] Feng, Cheng-Min, Jeng, Kung-Yeun, 2005. Analyzing airline service improvement strategy through importance and performance analysis. J. East. Asia Soc. Transp. Stud. 6, 782e797.

[12]. CANSO (2016). Civil Air Navigation Services Organisation [13] Capgemini (2010), Collaborative Decision Making in Aviation. Capgemini’s CDM Implementation. Center of Excellence Aviation [14]. Lewis, Barbara R., 1993. Service quality measurement. Mark. Intell. Plan. 11 (4), 4-12 221 Thongchai Jeeradist and Prompun Sangkaew / Proceeding – Social Science (2018), page 211-221

[15] Wen, C.-H., Chen, W.-Y., 2010. Airlines' competitive positioning using multiple correspondence cluster analysis. In: 12th WCTR, July 11-15. [16] T. Jeeradist, N. Thawesaengskulthai, T. Sangsuwan, (2016) Using TRIZ to enhance passengers’ perceptions of an airline’s image through service quality and safety. Journal of Air Transport Management. 53 (2016) 131-139, Elsevier. [17] Liou, J.J.H., Yen, L., Tzeng, G.-H., 2008. Building an effective safety management system for airlines. J. Air Transp. Manag. 14 (2008), 20e26.

Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Business, Management and Accounting, May 2018, Page 222-227 www.iseec2018.kbu.ac.th The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

A Comparative Study of Marketing Techniques in China and Western Countries Somarati Das Regent’s International College, Bangkok

ABSTRACT The paper is focused on the comparison of the different types of Marketing Techniques used in China (East Asia) and Western Countries with direct evidence from the USA and China. In today’s world, two countries China and USA are the top two economic powerhouses, and they represent two different kinds of markets: developed Western markets and developed Eastern markets. These two markets are different from each other and hence have different marketing techniques. We conduct a comparative analysis of the techniques used in the two objects of study using qualitative assessment and determined the main reasons for their popularity. We found that the fundamental causes for marketing techniques differentiation are cultural implications, differences in consumer behaviour and consumers’ expectations. We then analyse how the aforementioned differences affect the efficiency of marketing campaigns.

Keywords: Marketing, Marketing Techniques, Consumer Behaviour, Cultural Differences, Consumer Expectations

1. Introduction The goal of this paper is to explore the issue of cultural differences in marketing techniques applied by large corporations for the same product. Thus, the objectives of this research are to define marketing techniques, identify what areas of marketing mix cultural differences will affect, and provide a proof of such differences exemplified by the evidence from large multinational corporations, such as McDonalds and KFC (Kentucky Fried Chicken), working in the same industry and providing the same product. In terms of methodology, we will focus on comparative analysis and case studies.

223 Somarati Das / Proceeding – Social Science (2018), Page 222–227

2. Literature Review Marketing technique is used by different companies to collaborate with their consumers. It is basically focused on encouraging target population to buy those specific products and services. The marketing techniques might be totally innovative or they can be previously tried or tested techniques. A marketing strategy is made of several interrelated elements. The first and most important is marketing techniques [1] (Brown, A., Sommers, & E., 1982). Marketing mix comprises of 4P’s of marketing (product, price, place, and promotion) [2] (McCarthy, E. J. 1960) and the 7P’s of service marketing (product, price, place, promotion, people, process and physical evidence) [3] (Booms and Bitner 1981). [5] Gillespie et al. (2004) explains that elements of culture consist of religion, language, value, and cultural norms. The impact of these elements on international marketing is: • Language: [6] Swift (1981) says that language is the key to achieving market “closeness”, and it is for this reason that it is important. • Values and attitudes: [7] Schechter (1984) defines a value as all factors, both qualitative and quantitative, subjective and objective, that make up the complete shopping experience. These agents aid ascertain what people contemplate as right or suitable, what is vital and what is desirable. • Religion: [8] Alexander Wendt (1999) says that religion has become so central that it should replace existing paradigms and become the main prism for thinking about international politics. • Cultural Norms: [9] Hofstede (1980) helps to identify the cultural variability by his five cultural dimensions which are listed as follows: Power Distance, Individualism/collectivism, Uncertainty avoidance, Masculinity and Long term orientation.

3. Findings The main method used in this paper is case study. We have chosen two cases to illustrate the cultural implications of the choice of marketing techniques. 224 Somarati Das / Proceeding – Social Science (2018), Page 222–227

KFC opened its ﬁrst outlet in Beijing. And McDonald’s opened its ﬁrst outlet in Shenzhen in October 1990. The marketing techniques that helped KFC and McDonald’s attract Chinese customers can be summarized below: Table 1. – Comparative study of marketing techniques used by McDonalds and KFC in China. Marketing Techniques KFC McDonald’s An adapted advertising KFC focuses on quality and McDonald’s resort to patriotic campaign conviviality. spirit. A menu dedicated to KFC offers to its Chinese McDonald’s tried to adapt its China customers rice with mushrooms, menu to the Chinese soy milk, egg pies. customers taste and offers a Spicy Chicken Burger, red bean pie and maize. Lowered prices KFC remains a little more Price represents an advantage expensive. for McDonald’s, since KFC is little more expensive. Market share [10] The market share of KFC is The market share of 31.3% McDonald’s is 15.9% Financials in China Its operating profit as of 2016 Its operating profit as of 2016 was US$645 million. This was US$493.2 million. This information has been collected information has been collected from YumChina 2016 Annual form McDonald's Corporation Report. [10] 2016 Annual Report. [11]

On the other hand, comparing the success of the object companies in the Asian and Western countries, we can see a completely different situation: The market shares of McDonald‘s and KFC in the USA, and some European countries are quite opposite from what we see in China, these data’s have been taken from the website in the reference below with the corresponding numbers: -The market share of fast food restaurants in USA is 17% for McDonald’s and 10.8% for Yum! Brands which operates the brand KFC worldwide. [12] 225 Somarati Das / Proceeding – Social Science (2018), Page 222–227

-The market share for McDonald’s and KFC in UK is 57% and 42%, respectively. [13] -And, in France the market share for McDonalds is 56% and for Yum! Brands it is 7%. [14] Now we will compare whether McDonald’s is flexible in marketing their products or KFC is more flexible and why the market shares differ in different countries. Let’s compare how they use the cultural implications of the 4Ps (from flexibility to rigidity): Product: McDonald’s: Products are mainly specialized in beef, which is not preferred by Chinese customers. In USA, products like ‘Big Mac’ is highly appreciated by the customers. KFC: Introduced new Chinese-style recipes for the customers. In USA, KFC is unable to beat the taste of McDonald’s ‘Big Mac’ hence, customers prefer McDonald’s. Price: McDonald’s: Price of products is cheap to attract both high and low income customers. In USA, the price of McDonalds is higher than in China. KFC: Even though the prices are higher, it does not affect the loyalty of the customers. In USA, the price of KFC products are relatively cheap. Place: McDonald’s: McDonalds has set up stores in eastern part of China, which is near the large scale business establishment. In USA, McDonald’s stores are evenly spread to make them more accessible. KFC: KFC has set up stores in the middle and south-west of China where often people of some minority nationalities live together. Similarly, KFC establishes outlet in USA at the places which are easily accessible to consumers. Promotion: McDonald’s: McDonald’s resorts to a patriotic spirit and show the symbols of China in the commercials. In USA, McDonald’s promotes its products through advertising and attracting children by their ‘Happy Meal’. KFC: KFC highlights the family values in the commercials. In USA, KFC also advertises its products when it comes to promoting.

5. Conclusion Based upon the case study, the cultural differences and different marketing techniques, like adapting to localized food and advertising the symbols of China to attract more customers used by both KFC and McDonald’s are highlighted to justify that 226 Somarati Das / Proceeding – Social Science (2018), Page 222–227

these techniques could be widely applied by firms to adapt to the culture of a new country. Hence making it easier for companies to do business anywhere in the world. There are still few more research to be done on this issue regarding the cultural differences in other industries apart from the fast-food industry but because of the time constraint and limitation of pages, only one industry is illustrated in this paper. Examining different types of companies operating in the same industry but in different countries with cultural barriers can help to have a better view of the implications of culture on international business and global marketing.

References [1] Brown, A., J., Sommers, & E., D. 1982. Developing a Strategic Marketing Orientation in a Large Industrial Firm. Industrial Marketing Management, 11(3): 167. [2] McCarthy, E. J. (1975). Basic Marketing: A Managerial Approach. Richard D. Irwin, Inc. [3] Booms, B. & Bitner, M. J. (1981). Marketing Strategies and Organizational Structures for Service Firms. Marketing of Services, James H. Donnelly and William R. George, eds. Chicago: American Marketing Association, 47-51. [4] Gillespie, K. Jeanett, J.P. Hennessey, H.D (2004). Global Marketing: An interactive approach. New York: Charles Hartford. p. 49. [5] Jonathan S. Swift, (1991) "Foreign Language Ability and International Marketing", European Journal of Marketing, Vol. 25 Issue: 12, pp.36-49 [6] Schechter, Len (1984), "A Normative Conception of Value," Progressive Grocer, Executive Report, 12-14. [7] Alexander Wendt, 1999. Social Theory of International Politics (Cambridge: Cambridge University Press, Daniel Philpott, 2001. Revolutions in Sovereignty: How Ideas Shaped Modern International Relations (Princeton: Princeton University Press) [8] Hofstede, G. (1980), Culture’s Consequences: International Differences in Work-related Values, Sage, Thousand Oaks, CA. [9] Market share of fast food chains in China, (online), Available at:https://www.statista.com/statistics/429950/market-share-of-leading-fast-food- brands-china/ 227 Somarati Das / Proceeding – Social Science (2018), Page 222–227

[10] YumChina 2016 Annual Report, (online), Available at:http://www.yum.com/annualreport/pdf/2016-Yum-AR.pdf [11] McDonald's Corporation 2016 Annual Report, (online), Available at:http://corporate.mcdonalds.com/content/dam/gwscorp/investor-relations- content/annual-reports/2016%20Annual%20Report.pdf [12] Market share of fast food restaurants in USA, [online], Available at:https://www.statista.com/statistics/196611/market-share-of-fast-food-restaurant- corporations-in-the-us/ [13] Market share of fast food restaurants in UK, [online], Available at:https://www.statista.com/statistics/527217/leading-fast-food-restaurants-in-the- united-kingdom-uk/ - [14] Market share of fast food restaurants in France, [online], Available at:https://www.euromonitor.com/fast-food-in-france/report

Author’s Profile Somarati Das is an Undergraduate student at Regent’s International College, Bangkok. She is currently studying BSc in Business and Management under the EMFSS programme.

Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Business, Management and Accounting, May 2018, Page 228-240 www.iseec2018.kbu.ac.th The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

An Analysis of the Key Factors that Influence the High Rise Building Market in Thailand - Policy, Economics and Innovation Wilawan Onwongprem1 and Christopher C. Seeley2 1Faculty of Marketing, Siam University, Bangkok 10160, Thailand, [email protected] 2Faculty of Economics, Monash University, Clayton Victoria, 3800 Australia, [email protected]

ABSTRACT This research focused on how the macro environment (economics, government policy, culture and technology) and environmental activities (space utilization, environmental quality management, energy savings, and environmental policy) related to the innovation of the high-rise building business with reference to the perspective of customers in the Bangkok metropolitan area. The survey was conducted on a sample size of 800. The results indicated that customers consider the three variables at a moderate level. The hypothesis testing suggested that i) Macro Environment: Economics has no influence on environmental activities - while government policy, culture and technology have positive influence on environmental activities relating to high-rise buildings (significant level of 0.05). ii) Macro Environment: Economics and culture have positive relationship to the innovation of high-rise building business at a moderate level. Government policy and technology have positive relationships to the innovation of high-rise building business at a low level (significant level = 0.01). iii) Environmental activities: Space utilization has a positive relationship to the innovation of high-rise building business at a moderate level. Environmental quality, energy saving, and environmental policy have positive relationships to the innovation of high-rise building business at a low level (significant level = 0.01).

Keywords: Macro Environment, Environmental Activities, Business Innovation, High-Rise Buildings

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Introduction Rapid changes in environmental conditions are a challenge to businesses to survive and grow in the long term (Capron & Mitchell, 2009). This paper describes the Macro- Environment which consists of demographics, economics, politics and law, culture, technology, and natural resources (School of Management, Bangkok University, 2017). The real estate businesses at present encounter a continuous change in the Macro-Environment. Recent opinions surveyed among small-sized entrepreneurs revealed that the political situation, economics, and law have been dramatically changed under the current National Council for Peace and Order (NCPO), the drafting of a new constitution, and a slow-down in economic growth. These changes result in rejection of loan application at high rate. Over 100 real-estate companies closed since 2016. Financial institutions are also strict on loan approvals. Thus, a number of customers have postponed purchases (Thansettakij, 2560). The Macro-Environment condition plays an important role in customer's decision making. Moreover, tough competition in the market makes it more difficult for small-sized businesses compared to larger businesses (Bangkok Business News, 2560). In certain projects, customer's loan applications were rejected at above a rate of 50%. Some had to re-sell their units (Connecting Opportunity, 2560). Some had to rent out their units first, and then convince customers to purchase later. In some cases, projects embarked upon sales campaigns to maintain capital flows (Bangkok Business News, 2560). Nonetheless, businesses need to consider the main factors which relate to a customer's decision making. Most customers consider the physical environmental factors including economics and government policy, which are in line with loan policies as well. High-rise building projects for urban customers, most of which are at a working age, must understand the lifestyle and culture as well as innovative technology in order to attract this target group. Estopolis (2017) claimed that real-estate businesses at present need efficient tools to survive and grow. Business strategy should be made to suit the demand of the target group. Small-sized businesses need to set their strategy to customers beyond the groups that are aimed by large business. In addition, the current government development policy "Thailand 4.0" focuses on entrepreneurship with innovation and creativity. Real-estate businesses have begun to use innovative technologies in their projects, i.e. advanced construction technology which assists in energy savings, environmental quality management, 230 Wilawan Onwongprem1 and Christopher C. Seeley2 / Proceeding – Social Science (2018), Page 228–240 and space utilization. However, product innovations that most high-rise building projects select are based upon functional design (Niti Rattanaprichavej, 2554), marketing and sales promotion (Home Buyer Guide, 2559) and urban lifestyle and culture (CBRE Thailand, 2560). The areas where the research is focused (Patumwan, Bang Rak, Sathorn, Huay Kwang, Klong Toey, and Wattana) represent a mixed and well-balanced sample of residential areas in Bangkok. These areas combine a mixture of areas which consist of ‘high-end’ residential developments in one of Bangkok’s busiest commercial business districts (Sathorn), while Patumwan and Bangrak are situated in older residential areas of Bangkok which are both now seeing a large growth rate of high-rise residential developments. The areas of Huay Kwang, Klong Toey and Wattana represent a different cluster of markets which comparatively are seeing much higher density residential high rise developments. Hence, by including samples from all of these areas, they are able to provide a much better representation of the Bangkok market perspective. As mentioned above, the Macro-Environment is important to customer's decision making and also the sales of high-rise building projects. A number of high-rise building businesses use innovation in their projects to suit customer's requirements and to provide convenient living, energy savings, and good environmental quality. The insight into the Macro-Environment, environmental activities, and innovation of high-rise buildings together will enhance high-rise building business performance. In this research, the author focused on the market segment of small-sized high-rise building business in Bangkok metropolis. The survey research was conducted upon the customers of the specific focus group. The findings of this research will be used in business strategy development and analysis of the market opportunity of the small-sized high-rise building businesses.

Research Objectives 1. To study customer opinion of the Macro-Environment which influences the Environmental Activities of the high-rise building business in Bangkok Metropolis 2. To study customer opinion of the Macro-Environment which influences Business Innovation in the high-rise building business in Bangkok Metropolis 3. To study customer opinion in Environmental Activities which relate to Business Innovation of the high-rise building business in Bangkok Metropolis

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Research Hypotheses 1. The Macro-Environment influences Environmental Activities of the high-rise building business in Bangkok Metropolis 2. There is a relationship between the Macro-Environment and Business Innovation of the high-rise building business in Bangkok Metropolis 3. There is a relationship between Environmental Activities and Business Innovation of the high-rise building business in Bangkok Metropolis

Research Framework Research framework is developed according to the hypotheses as shown below.

H2 Macro Environment Business Innovation of high-rise building H1 business in Bangkok Metropolis Environmental Activities (Product & Process) H3

Scope of Research This research was conducted upon a sample size of 800 customers in the high-rise building business in Bangkok Metropolis. The independent variables consist of Macro-Environment, Environmental Activities, and Business Innovation of the high-rise building business in Bangkok Metropolis. The data collection and analysis was performed during 2017-2018.

Literature Review Recent research has confirmed similar findings to this research. Existing literature found that the both the Macro-Environment as well as innovation have an influence upon environmental activities in the high-rise building business. The author reviewed related research on each of the individual factors and found literature confirming these assumptions. There is multiple research undertaken confirming these correlations between 232 Wilawan Onwongprem1 and Christopher C. Seeley2 / Proceeding – Social Science (2018), Page 228–240 the variables under consideration for this research as summarized as follows: 1) Macro environment (CBRE Thailand, 2560), Rayong Research Center (2557), Department of Labour, Yasothon Province (2559), Puey Ungphakorn Institute For Economic Research (PIER) 2559), Department of Market Reserach, Faculty of Business Management Bangkok University (2558), economic conditions, politics and government policy and technology 2) Environmental activities following research undertaken by Prasong Owlarn (2559); Athip Peechanon (2559); Estopolis (2560); SCG (2558) and Suthep Thirachaiyuth (2559) Promotion of Enviromental quality, energy efficiency, space utilization, policy formulation and measures to conserve the environment (Robbins & Coulter, 2003) 3) Innovation of high-rise building businesses are categorized into space utilization, services, technology, construction and facilities. Niti Rattanaprichavej (2554); SCG (2558); Schermerhorn, Hunt & Osborn (2003); Urabe, Child & Kagono (1988) Damanpour (1990); Goffin & Mitchell (2005); Weiss (2003); Vermeulen (2005); Chunsheng & Dapeng (2007); Thorpe, Ryan & Charles (2008) ; Subrahmanya (2009); Bender, et al. (2000); Savitz & Kaluzny (2000); Cefis & Masili (2005); Ghassan, Beliz & Carl (2010)

Methodology The quantitative technique was used in this research. Population and Sample space The population of this research covered customers of high-rise buildings in Bangkok metropolis. The author estimated the number of units in the buildings that were represented by customers which responded to the questionnaires and found there to be an estimated 6,000 units in total. The sample space was calculated according to Taro Yamane's model at significant level of 0.05. The calculation result was 702, and thus, the author selected the sample number at 800.

Sampling Method The author performed two steps of sampling as follows. Step 1: Stratified random sampling in 2 areas which are i) Patumwan, Bang Rak and Sathorn (342 samples) ii) Huay Kwang, Klong Toey and Wattana (458 samples). Step 2: Purposive Sampling

233 Wilawan Onwongprem1 and Christopher C. Seeley2 / Proceeding – Social Science (2018), Page 228–240

Data collection Data collection was performed by using questionnaires.

Validation The author checked the content validity of the questionnaires prior to data collection by Index of Item objective congruence (IOC). The validation result was in the range of 0.80 - 1.00. The pre-test of 40 copies of questionnaires were conducted. The Cronbach's Alpha Coefficient was found at above 0.80 and discrimination value of more than 0.20 Therefore, the questionnaire was approved for its validity and reliability at a high level.

Data Analysis Data analysis was conducted by i) Descriptive Statistics (general information of customers, (Macro -Environment, Environmental Activities and Innovation of the high-rise building business) and ii) Inferential Deviation: Multiple Regression Analysis, Coefficient of determination (significant level of 0.05) was used for the first research objective and using the technique of selection of the independent variable using regression analysis and output analysis using Forecasting Model, while Pearson Correlation was used for the second—and third research objectives.

Results

1. The survey respondents were customers of the high-rise building business in Bangkok metropolis. The Female respondents accounted for 52.75% of all respondents. The respondents at age 35-40 years old accounted for 27.13% of all respondents. The group of respondents who graduated with a bachelors’ degree or certificate or diploma accounted for 51.67% of all respondents. 2. The respondents considered that all four dimensions of the Macro Environment have influence on their decision to purchase at a moderate level. The respondents prioritized technology at the first place. Project location and economic conditions were the second priority, and the government policy was found to be of least importance. When considering each dimension separately, it was found that economical conditions favored the growth of real-estate businesses. The government policy also promoted real-estate financing 234 Wilawan Onwongprem1 and Christopher C. Seeley2 / Proceeding – Social Science (2018), Page 228–240 to both entrepreneurs and customers. In terms of lifestyle, the projects which were close to restaurants, entertainment, and shopping complexes highly attract customers. The facility- management technology through a mobile/online application, i.e. switch on/off the AC, also encouraged the purchase decision. 3. The respondents considered that all four dimensions of Environmental activities have influence on their decision to purchase at a moderate level. Environmental quality management came in as first priority to respondents. The projects which raise occupants' awareness in environmental quality management, i.e. waste separation at source, effectively encouraged the purchase decision. The respondents agreed to participate in energy saving activities in project location, and to comply to project regulations in common space/resource utilization, i.e. swimming pool. Lastly, the respondents were willing to comply to the noise-pollution control practice, i.e. no activities which are loud and disturbing to their neighbors. 4. The respondents considered that innovation of high-rise building businesses has influence on their decision to purchase at a moderate level. The most important item was space utilization, i.e. the sliding-door design which increases the internal area and the occupant can use the space for more functions. The additional services, i.e. interior design and consulting, attracted customers. Technology, i.e. visual graphic technology on interior design and space utilization patterns prior to implementation, allowed customers to clearly see the results and to adjust design to achieve higher customer satisfaction. The common area facilities were also considered important, i.e. EV charging at parking spaces.

Hypothesis Testing Hypothesis 1: The economic condition has no influence upon the environmental activities of high-rise building businesses in Bangkok metropolis, while government policy, lifestyle, and technology have influence upon the environmental activities of high-rise building businesses in Bangkok metropolis at a significant level of 0.05. Hypothesis 2: The economic condition and lifestyle have influence upon the innovation of high-rise building businesses at a moderate level, while government policy and technology have influence upon the innovation of high-rise building businesses at a low level (significant level = 0.01). 235 Wilawan Onwongprem1 and Christopher C. Seeley2 / Proceeding – Social Science (2018), Page 228–240

Hypothesis 3: Space utilization has an influence upon the innovation of the high-rise building businesses at a moderate level, while environmental quality management, energy savings, and environmental policy have influence upon the innovation of high-rise building businesses at low level (significant level = 0.01).

Discussion 1. The result of hypothesis 1 testing suggested that marketing activities should be aligned with the government policy and technology regarding environmental activities. Businesses should conduct market research in terms of negative effects of technology to customers, which possibly lead to business failure. Technology development should be developed according to laws and regulations, which relate to environmental activities. Sahaviriya Steel Industry PLC. (2018) stated that the lifestyle and culture is the basis of customers' behavior. Thus, businesses should develop activities to interlink with them for sustainable growth, i.e. CSR activities on remediation on environmental pollution and resource management for communities. A number of businesses have strong commitment to resource and environmental management for the well-being of communities. Santi Tham (2016) found that sound real estate project developments must arrange CSR activities in both energy savings and resource conservation and must be prompt to adapt to the dynamic conditions. These matters are important components of a green building assessment. Hence, high-rise building projects in Bangkok metropolis should have information on the Macro Environment at present, especially the government policy, life style, and technology prior to determination of environmental activities, and then make a flexible action plan for the team in order to develop the project to a green building standard. 2. The result of hypothesis 2 testing can be described by the same concept as mentioned in Research Center of Rayong (2014) that the macroeconomic condition of Thailand affected the capital flow of businesses and thus affected the purchasing power of customers. Businesses should join forces and establish a business association to empower business negotiation. Puey Ungphakorn Institute For Economic Research (PIER) (2016) claimed that economic development and growth has shifted from a resource-driven mode to an innovation-driven mode. The use of innovation does not only expand the market, but also adds value to products and services. Niti Rattanaprichavej (2011) emphasized the use of 236 Wilawan Onwongprem1 and Christopher C. Seeley2 / Proceeding – Social Science (2018), Page 228–240 innovation in high-rise building projects, i.e. condominiums, to suit Thai lifestyle and culture. Therefore, innovation in design for limited living space is necessary. Each business selects different innovation based upon its expertise and experience, and type of customers. Innovation in process focused on communication technology to access the target customers, especially online channels and social media, i.e. online complaint platforms, special promotions with partners (credit cards, golf courses etc.). On the other hand, innovation in products focused on space-utilization design, new activities and the installation of advanced technology for living convenience. Space functioning based upon customer lifestyle is used for single occupants. It can be accustomed to fit individual's requirements. In addition, product innovation development should be in an open-technology mode as real-estate businesses need to cooperate with a large set of partners, i.e. architects, sub-contractors etc., to achieve their goal. 3. The result of hypothesis 3 testing can be described by the same concept as mentioned in SCG (2015) and Suthep Thirachaiyuth (2016) that modern building design should refer to green building standards, i.e. LEED Standard, which emphasizes the use of energy-saving and environmental-friendly technology. Most green buildings have higher construction costs than traditional-styled buildings, but the operation and maintenance costs are lower. Thus, the life cycle costing of green buildings is lower than the traditional- styled buildings. Water efficiency increases by using water-saving faucets and toilets, water recycling for grey water and rainwater harvesting for plantation. Energy efficiency increases by the use of a high-efficiency cooling system, using refrigerants with low GWP and ODP, using Low-E glass to exploit natural lighting and to act as insulation, installing a rooftop solar energy system at the parking area. Indoor air quality is enhanced by placing dust-trap carpets and air filters which can screen dust and fungi.

Conclusion 1. Customer opinion indicated that environmental activities of high-rise building projects in Bangkok metropolis should be suitable to Macro Environment conditions. Businesses need to study the trend of government policy, lifestyle and culture and technology to determine their related environmental activities. The project team must be 237 Wilawan Onwongprem1 and Christopher C. Seeley2 / Proceeding – Social Science (2018), Page 228–240 able to create environmental activities, which are flexible to the changing macro environment conditions in order to further develop the project to a green building standard. 2. The innovation of high-rise building business should be selected in relation to the Macro Environment conditions. Product innovation can be included in the project since the design and construction phase. The design should refer to customer lifestyle, by which sharing of space among family has become an important matter. Thus, space utilization for customer's diverse activities is crucial. The process of innovation is the use of digital communication technology to effectively connect with customers, i.e. online marketing, offering special promotions together with business partners and online customer services. In addition, businesses can enhance their services to customers through Social Media channels, i.e. Facebook, Line. 3. The innovation of high-rise building business should be selected in relation to the environmental activities as follows. 3.1 Energy and resource saving technology as well as pollution control technology should be included in building design. The building construction cost is higher than traditional building design, but the life-cycle costing will be worth the investment as the operation and maintenance costs are lower. 3.2 Reduce the negative impacts of building operation for the well-being of occupants and neighboring communities according to LEED standard. (1) Increase water efficiency by the use of water-saving faucets and toilets (2) Water recycling for grey water (3) Rainwater harvesting for green spaces (4) Using high-efficiency cooling system and refrigerants with low GWP & ODP (5) Installing Low-E glass for natural lighting and insulation (6) Installing rooftop solar energy systems at parking building/spaces (7) Placing dust-trap carpets for better indoor air quality (8) Installing air filters which can screen fine dust and micro organisms 4. High-rise building businesses in Bangkok metropolis should study the future trend of environmental quality policy and environmental impact assessments. They may include an environmental consulting firm into the project development from the early stages, which saves the cost of project review at later stages and makes it convenient for project monitoring. 238 Wilawan Onwongprem1 and Christopher C. Seeley2 / Proceeding – Social Science (2018), Page 228–240

Recommendation The author would like to suggest the study of real-estate project developments in accordance with the LEED standard in the next research.

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Budgetary Decision-making Process in Thai Higher Education Payear Sangiumvibool1, Supasith Chonglerttham2, Leonida Ricafort3 1Faculty, Webster University, School of Business and Technology, Thailand, E-Mail [email protected] 2Faculty, Asian Institute of Technology, School of Management, Thailand, E-Mail [email protected] 3Faculty, Webster University, School of Business and Technology, Thailand, E-Mail [email protected]

ABSTRACT The budgetary decision-making process, utilizing Performance-Based Budgeting (PBB), is investigated in the context of Thai universities. In-depth interviews were conducted with eight experts from eight universities. The methodology of grounded theory was applied. A combination of an extensive examination of literature reviews and theme analysis from the interview results was conducted. Results were presented and recommendations were proposed. Our findings indicated a need to change the distribution of focus among the stages in the PBB process from what was currently being done. This paper contributed to existing literature by illuminating current practices, raising awareness of the importance of a good practice in accounting stages, and showed need for improvement.

Keywords: Budgeting Process, Decision-making Process, Higher Education, Performance- Based Budgeting

1. Introduction Budgeting is a necessary process that every organization (whether profit or non-profit, public or private) utilizes in order to provide services or to sell goods to customers. It is a means to measure the effectiveness of the budget plan by monitoring actual results as compared to budget allocation. Thus, it indicates where corrective actions need to be taken if the actual allocations need to deviate from the planned allocations. Such data is important for entities to achieve their organizational objectives and is especially important with regard to efficiency in utilization of scare resources. In the accounting practice, a budget is created not only for planning and cost control, but also for evaluating and rewarding 242 Payear Sangiumvibool et al. / Proceeding – Social Science (2018), Page 241–257 employees. Managers use the budgeting process as a management strategic tool to enhance competitiveness, with access to limited resources, in the global market. Managers have a responsibility to maintain a competitive advantage over competitors by displaying effective and efficient budgeting. Budget has been used for many purposes in higher education, such as in planning and coordinating university’s activities, allocating funds, motivating employees, and expressing conformity with public standards (Covaleski, Evans III, Luft, & Shields, 2003). University administrators have been using budget target numbers as part of their negotiating tactics for future funds at both the organizational and sub-unit levels. The budgetary decision-making process is an important management strategy tool for acquiring adequate funding. The preparation process in budgeting reports is a crucial part of the overall budget process since it allows for university administrators to assure adequate funding. In addition, the budget preparation process is a performance measurement and acts as a responsibility center for accounting practices and compensation within the organization. Resource allocation in budgeting has a great effect on the progress of higher education systems in every country, including Thailand. There is a need for more empirical research on budgeting practices in higher education systems in developing countries. With limited resources in a developing country, an effective budgeting process and allocation of resources are crucial in higher education systems in order to maintain competitiveness in a global environment. The degree of accuracy in resource allocation is also a reflection of management effectiveness. In Thailand, the high degree of political instability has resulted in, or at least contributed to, a national lacking of a sustainable higher education budgeting strategy. PBB has to be adaptable and adjustable to situational changes, such as economic and political changes, as well as policy changes. Consequently, the budgeting process is a very intricate and complex strategic process. The challenges during budget planning are not only appropriately budgeting based on performance outcomes, but also to sufficiently consider unforeseen circumstances which may arise. Developing countries are at a disadvantage due to limited academic resources when compared to developed countries (Altbach, Reisberg, & Rumbley, 2009 and World Bank, 2000). In the past, incremental budgeting (also known as line-item budgeting) was used in resource allocation. In the early 1990’s, PBB was introduced and widely implemented in many systems around the world (Goldstein, 2005 and Zierdt, 2009). The Thai government 243 Payear Sangiumvibool et al. / Proceeding – Social Science (2018), Page 241–257 implemented budget reform by changing the method from incremental budgeting to PBB nation-wide in 2007. However, there have been limited studies of the new budgeting process in higher education systems in developing countries in South-east Asia, including Thailand. There are many aspects of PBB that need investigating. For example, Lu (2007) states that each phase of the budget participation may embrace a different mechanism of PBB during the budgeting cycle. There are many factors involved in how administrators derive budget target numbers. The allocation process has to match the proposal budget statements in both revenues and expenses. In the current competitive environment, a strategic budgetary decision-making process with a limited resource allocation is an important and essential tool in designing a sustainable system. The purposes of this study are to investigate these issues and understand budgeting processes and procedures of how administrators derive their budget target numbers as well as to analyze the framework of decision-making in the budgeting process. Our findings indicate that, while the university mission, vision, and the changing political situation is affecting the administrators’ decision making, there is less focus on the accuracy of the budget request. Open-ended interviews were conducted with administrators at significant levels who are heavily involved in all of the budgeting processes in higher education. The results of a combination of the literature review and grounded theory data analysis are presented, along with proposed recommendations. This article structure is divided into four sections. The first section contains a literature review in relation to legacy and current budgeting systems, resource dependence theory and decision-making process. The second section includes research methodology and data analysis. In the third section, results and findings are presented. Finally, the last section contains the conclusion and discussion.

2. Literature Review According to Williams et al (2018) a budget is a comprehensive financial plan setting forth the expected route to achieve the financial and operational goals of an organization. Budgeting is an essential step in effective financial planning. Even the smallest businesses will benefit from preparing a formal written plan for their future operations. The use of budget is a key element of financial planning and it assists managers in controlling costs. Recently, the legacy system of incremental budgeting method was changed to PBB. 244 Payear Sangiumvibool et al. / Proceeding – Social Science (2018), Page 241–257

2.1 Incremental Budgeting as a Legacy System Using budgeting tools is the most effective means to assist in strategic planning and resource allocation for higher education institutions in achieving institutional goals. Therefore, budgeting is used to account for resource allocation of funds in both spending and receiving (Zierdt, 2009). Until recently, the most commonly used budgeting tool was incremental budgeting (line-item budgeting) (Zierdt, 2009). Incremental budgeting is the traditional practice of preparing a budget based on the previous years’ budget; this in contrast to a program-based budget which focuses on cost and effect (Goldstein, 2005 and Linn, 2007). Incremental budgeting is easier to prepare and implement, and requires less effort than program-based budgeting (Lasher & Green, 2001). Up until late 1970, incrementalism was scrutinized as an appropriate method in higher education budget practice (Lepori, Usher, & Montauti, 2013). Following the existing previous literature review, there are two reasons why incremental budgeting was used extensively. First, it is easy to calculate with a formula based on the previous year’s budget. Second, it is effective in reducing management slack of resource allocation regardless of performance (outcome of the projects) (Huang & Chen, 2009). Two drawbacks of incrementalism are the possibility of an over stated budget and an inappropriate resource allocation (Holzer & Giannatasio, 1998). PBB has become increasingly utilized in minimizing budget slack (Lepori et al., 2013). Consequently, incremental budgeting has been largely replaced by PBB. Given this, Huang and Chen (2009) propose that superiors should educate university administrators and communicate the importance of the budgetary process in outcome consideration of each budget amount. During the budgetary decision-making process, the performance outcomes have to be in line with other guidelines, e.g. university mission, objectives and government policy, and also must take into account the local and national economic situations.

2.2 Performance-Based Budgeting (PBB) as a Current System PBB emphasizes activity which is measured in terms of performance and accomplishment levels (Goldstein, 2005 and Zierdt, 2009). The primary goal of PBB is to emphasize central control of spending and to guard against administrative abuses (Strauss & 245 Payear Sangiumvibool et al. / Proceeding – Social Science (2018), Page 241–257

Corbin, 1990). In addition, PBB is an analytical tool to ensure universities’ accountability of their strategic planning process and to control expenditures, which is not possible using the legacy line-item approach (Strauss & Corbin, 1990). Expenditures must sufficiently respond to the needs of stakeholders -- students, faculties, staffs and the general public (Zierdt, 2009). The PBB report must show compliance with higher educational institution policy (Blöndal, & Kim, 2006) as well as university mission and objectives. PBB is utilized in planning, preparing and approving at multiple levels of management within an organization (Blöndal, & Kim, 2006 and Strauss & Corbin, 1990). PBB is also a way to create a financial incentive for universities to plan for their future sustainability. In the budgeting preparation process, the proposed budget numbers are based on the university’s programs and projects (Huang & Chen, 2009). Zierdt (2009) states that PBB can be effective in achieving institutional goals and ensuring accountability for resource utilization. University administrators can employ different budgeting tactics between the government and the university to obtain extra budget requests (Holzer & Giannatasio, 1998). However, the criteria of the performance-based system of funding and budgeting must be clearly identified. For example, the number of students attending and/or graduating must be specified, and the amount of research grant money needed must be justified. For budget requests, the number of publications by university professors is a key indicator of performance and can affect budget request approval (Carducci, Kisker, Chang, & Schirmer, 2007). During the budgetary decision-making process, university administrators have to consider the magnitude of performance outcomes -- according to the resource dependence perspective -- because this is important to the university’s survival and sustainability.

2.3 Resource Dependence Theory Eisenhardt (1989) explains that resource dependence theory focuses on the environment and survival of the organization. In addition, the relationship among key administrators - whether positive or negative - is a result of the levels of resource dependence, as well as social norms (Crowther & Carter, 2004). The sufficiency of resource control and management is also important to a university’s survival and sustainability. Considering the economic condition of the surrounding environment of the university is another important factor (and will be discussed in detail in this paper). The budgetary decision-making process in PBB is an initial stage in giving a clear sense of strategic 246 Payear Sangiumvibool et al. / Proceeding – Social Science (2018), Page 241–257 management direction throughout the entire budgeting process (Kihn, 2011). According to resource dependence theory, universities’ survival and growth depend on the performance outcome of program expenditures. The programs relate to education, research and technology supports; however, the successfulness in implementing these programs depends on a university’s response to the new requirement of performance measurement (Shin, 2009). If the financial incentive links to educational and research performance is attractive enough, the university might implement the new accountability requirement (Fowles, 2013). However, internal factors that affect the political environment during the implementation of the new PBB may fail because of a threat of power-shift away from faculty and towards managers (Toma, 2007). Every stage of the budgetary decision-making process is important to the projected outcome of the target budget numbers to be approved by the board of directors. These stages include preparation, accounting practice and proposal, which will be presented below by examining the existing literature.

2.4 The Theory of Budgetary Decision-Making Process Budgeting, in the existing literature, is not only one of the most extensively researched topics in managerial accounting, but also one of the most investigated (Blöndal, & Kim, 2006, Carducci et al., 2007 and Lachmann, Knauer, & Trapp, 2013). Based on the existing literature review, the budgetary decision-making process can be divided into three stages: preparation, accounting practice and proposal. 2.4.1 Budget Preparation Stage The preparation stage is the transformation of the information into decision (Strauss & Corbin, 1990). The budgetary decision-making process requests knowledge not only of the university mission and objectives but also of government policy and economic conditions. During the preparation of the budgetary decision-making process, the university administrator has to consider both internal and external influence factors (Ho, Dey, & Higson, 2006). Internal influence factors are departmental needs and university needs. External influence factors include both local and national economic and political conditions. The budgetary decision-making process in the PBB is an initial stage in giving a clear sense of strategic management direction to middle level managers (Okello-Obura, & Kigongon-Bukenya, 2008, Toma, 2007 and Zierdt, 2009). In addition, a university has to consider all the outcomes of performance in generating both revenues and expenses (Haris, 2012 and Williamson & Snow, 247 Payear Sangiumvibool et al. / Proceeding – Social Science (2018), Page 241–257

2014). In the preparation stage, administrators have to consider both historical data as well as any current relevant data. Every decision has to be practical and feasible to performance in order to accomplish the success outcomes. 2.4.2 Accounting Practice Stage University administrators need to utilize historical data during the budgetary decision- making process. The success of a budget practice thus depends on three things. First, an accounting for past action and the preparation of a plan for future action by executive officers (Fairlie, Lowrie, & Cleveland, 1916). Second, critical review and discussion of the accounts and plans of the executives by those who meet as a representative body. Third, a procedure which will give publicity to what has been done and what is proposed. This budgeting process will provide for open criticism, both of acts and proposals of the executives (Khefacha & Belkacem, 2014). The budget numbers also provide for determining whether a majority of representatives, and in last analysis a majority of the people, are in favor of giving further support to those who are in office (Ferlie, Musselin, & Andresani, 2008, Jongbloed, Enders, & Salerno, 2008 and Phusavat, Ketsarapong, Ooi, & Shyu, 2012). 2.4.3 Budget Proposal Stage The budgetary decision-making process is a very important matter in any organization because it affects how the budget is approved by the executive board of the organization (Blöndal, & Kim, 2006). In general, there are two steps in the budget proposal process: identification and defense (Blöndal, & Kim, 2006 and Pungprawat, 2009). First, universities have to identify the objective of the program, using either program-based or activity-based costing, which they will be able to service in the next fiscal year. Second, universities have to defend their forecast of expected outcome in relation to spending amounts of the program as well as their estimate of the income of budget amounts requested. In consistence with PBB theory, the focus of these processes are on the accomplishment of objectives, with the important elements being the performance of both output and input of activities and programs. Ideally, university administrators have to be able to rationalize and defend their budgets in all categories presented in PBB, including both revenues and expenditures. While doing these two steps, the university administrators have to consider all the factors effecting the decision-making process. As a result of these factors, expenditure control focuses not only on budget participation, project-based budgets 248 Payear Sangiumvibool et al. / Proceeding – Social Science (2018), Page 241–257 and university activities, but also on analytic criteria of economy and politic (Ismail, 2010, Liefner, 2003, Phusavat et al., 2012, and Sainte, Steven, & Müller, 2009).

3. Methodology and Data Analysis This study utilized a grounded theory approach. The certain aspects of budgeting processes are best studied through grounded theory and consequence of a phenomenon (Cresswell, 2007 and Strauss & Corbin, 1990). This methodology is appropriate to this study for several reasons: (a) there has been little research conducted on this topic in Southeast Asia, especially in Thailand; (b) this study examines a process and people’s response to it; (c) this study focuses on a process from start to finish; and, (d) because of the context-based nature of the budgeting process in Thai higher education. Grounded theory is applied to the study of a phenomenon to uncover the actual process going on among the practitioners and to identify their actions, reactions to, and engagement in the process (Cresswell, 2007 and Strauss & Corbin, 1990). In addition, grounded theory allows for a more detailed analysis of the data and the ability to use an inductive approach. To provide an ad hoc model of how various universities manage their budget process, this research study was done by conducting in-depth interviews. Since the budgetary process in higher education is not only considered as the same nature of institutes but also determined at the national level, expert opinion seemed to be homogeneous. The researcher purposively recruited eight experts to provide the overall model of the Thai higher education setting. Experts were selected based on their managerial levels and degree of involvement in the administration, their official titles, as well as number of years of experience in the budgeting process. This was important to ensure content richness by gathering a variety of opinions and viewpoints that also reflected the actual process. Various universities, both inside Bangkok and upcountry (outside Bangkok) were chosen to demonstrate the diversity of narratives. Three private universities (two in Bangkok and one in Northeastern Thailand) and five public universities (one in Bangkok and four in Northeastern Thailand) were chosen. The eight experts’ interviews were conducted face-to-face in the interviewees’ workplaces, and also by phone. To achieve the research aims of this study, instrumental questions were carefully chosen and worded and presented to the informants as follows: 249 Payear Sangiumvibool et al. / Proceeding – Social Science (2018), Page 241–257

• Central question 1. Could you please explain to me your university budgeting process and procedure? • Procedural sub-questions 2. When does the annual budgeting process start and end, in which months exactly? 3. Who is or who are involved in the process? 4. Could you tell me about your university guidelines? We analyzed the data by using grounded theory approach (Cresswell, 2007 and Strauss & Corbin, 1990). Following grounded theory methodology, we then returned to the site for more interviews after an initial review of the data. The interview protocol was conducted with minimal direct questions, was open-ended enough to allow for flexibility in responses, and was loosely structured. Interviews were conducted until the information achieved reached the saturation point. The narratives were approached in three phases: firstly with open coding, secondly with axial coding, and lastly with selective process. The researcher carefully coded each keyword according to literature themes as the study examined the budgeting process in higher education (see Table 1). The transcripts and data tables were reviewed multiple times to ensure that themes or ideas had not been missed. Each interview was translated from Thai to English. Then, the interview scripts were summarized and confirmed with the respective interviewees to validate their contents. In addition, the interview results were also triangulated with other publication sources including experts in higher education. The researcher utilized text analyzer software in combination with excel data analysis software. The text analyzer calculated lexical density as well as found the most frequent phrases and frequencies of words, characters and sentences. From open coding, literature themes were initiated to antecedence and precedence in multi-level.

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Table 1 Examples of keywords used in each stage of Thai university budgetary decision-making process Budget Examples of words process Preparation Annual, assurance, consider, demand, dean, department, stage development, expenditure, expense, guideline, manage, identify, meeting, mission, policy, project, situation, vision, strategy Accounting Activity, adjust, allocate, calculate, direction, effective, practice estimate, formula, evaluation, increase, input, important, stage installment, marketing, need, operation, process, quality, reduce, reflection Proposal Approve, change, committee, crisis, cultures, cut, defense, stage finalize, fund, future, government, local, plan, politic, presentable, president, province, report, request, traditional

4. Results From narratives of informants, the open coding was done and axial coding was integrated from all codes (Strauss & Corbin, 1990). The frequency of the key words from the interviews were identified for each process as follows: Table 2 The hierarchical process and frequency of keywords used in Thai university budgetary decision-making process Budget process Frequency Preparation stage 82 Accounting practice stage 65 Proposal stage 87 The results of frequency (see Table 2) yield the decision-making process with analytic hierarchy process. According to the university administrators, the most important process with highest frequency score is the proposal stage and the least important process with lowest frequency score is the practice stage. 251 Payear Sangiumvibool et al. / Proceeding – Social Science (2018), Page 241–257

According to the proposed three-stage framework from the literature review, the following findings summarize important perspectives of informants during each stage. 4.1 Finding Result: Budget Preparation Stage University administrators have to prepare their budget by following the institution’s mission and objectives: “We have to follow the university policy and direction. If we do not, they can cut our budget. Our budget has to be the reflection of the university’s mission.” “We start evaluating our budget expenditures a couple of months prior to the fiscal budget end which is around June.” Lower level (non-accounting) leadership can diverge from executive level (operational management) of budget allocation. The degree of power distribution among leadership, therefore, is significant to the budget preparation process: “It is important as a dean to be able to use strategy to allocate where the money will go first and how much is suitable.” Executive style has an influence on the budgetary process as well as the budget allocation: “Each department will send me of [sic] what they need then I will review it before sending to university [sic].” “Every project that we have, it has to have [sic] responsible person. So, we will have multiple internal meeting [sic] among our department heads before concluding [sic] our budget and submit [sic].” 4.2 Finding Result: Accounting Practice Stage The budget amounts have to come from the combination of the accounting budget practice as well as the university committed in vision and mission statements which are related to university accreditation and performance target reports. An agreed upon standard must be adopted for institutional quality assurance: “.. as well as university quality assurance. This is very important because every budget items [sic] have [sic] to be answered to this university quality assurance report. Hence, it is good for us in the sense that university cannot cut our budget if it is in supporting of the quality 252 Payear Sangiumvibool et al. / Proceeding – Social Science (2018), Page 241–257 assurance policy. One quality index can be reflected [sic] multiple projects. One project can have many indexes, too. I have to be able to answer on every project that [sic] on the budget report of what quality index is we refer to.” “Anyway, education quality assurance that we have to follow will take care of this.” 4.3 Finding Result: Proposal Stage Government policy change affects budget amounts prominently. Similar to other researches, we found that government policy directly affects institutional policy. Whenever there is a change in political party dynamics, the government, and as a result the ministry of education, also undergoes changes. The budget practice process changes more frequently in developing countries because of political instability. Moreover, compared to other developing countries, one prominent difference in the Thai context is how administrators plan ahead for budget uncertainty: “We are normally not budgeted 100 percent. We will leave out about 10 percent in case we don’t get it. Even when we get it, we try not to spend them [sic] all. We will try to spend just 80 percent [sic] of what we receive to keep the unused budget as a reserved fund which is about 5-10 percent. Things happen, for example, the student scholarship does not come thru as expected or government fund delay or cancel [sic].” Universities have to show leadership and have a good relationship with the local community in which the university is located. The relationship between the university and community also affects the positioning of leadership within the university: “We have to consider local community too. It likes [sic] marketing or public relation. We have to be presentable to our Province. I consider it is a strategic management.”

5. Conclusion and Discussion This study research utilized grounded theory in exploring the budgeting process in Thai higher education. We identified and analyzed a framework divided into three stages of the budgetary decision-making process: preparation, accounting practice and proposal stages. We discovered that the most frequently mentioned stage among the informants was the proposal stage, while the second most frequently mentioned stage was the preparation stage. However, during the budgetary decision-making process, the degree of success during 253 Payear Sangiumvibool et al. / Proceeding – Social Science (2018), Page 241–257 the proposal stage can be greatly determined by the accuracy of the preparation stage. Consequentially, the effectiveness of accounting practice during the preparation stages is crucial for the success of the proposal stage, and even for the success of the overall decision-making process. The theory of resource dependence emphasizes the university’s sustainability and survival in an uncertain environment. Therefore, the planning stage has to consider the program’s outcomes to justify input of the budget expenditures. The budgetary decision-making process is a complex process because there are many factors that have to be considered in order to accomplish the objectives of PBB. On a practical level, accurate accounting records can lead to effective planning in the budgeting process. Accurate accounting records also have a positive influence on decisions concerning proposed budget amounts, as well as in how budgets are ultimately utilized. Thus, this research study should raise awareness of the importance of a good accounting record practice beginning with the budget preparation. Yet, as we have shown, there is more emphasis being placed on the proposal stage, which may be a source of the less than optimal sustainable strategy of university budgeting that was indicated in the introduction. In addition, we find that the degree of uncertainty regarding both government and economical situations has a significant impact on how the informants make their decisions during the budgetary decision-making process. According to these findings, we propose that further research needs to be done on the budgetary decision-making process in universities in Thailand so that these issues can be better addressed.

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Consumer Purchasing Behavior on Thai Products in Banteuy Meanehey, Kingdom Of Cambodia Ithikorn Khamdej1, Ratana Kun2, Veeraphat Kritthanathip3, Senee Suwandee4, Worawee Patharavongvisut5, Anuchama Thoubkaew6, Laksamee Thungwha7, Pichai Nopchinda8, Jarin Thongrattanaraksa9 and Chalermpol Waitayangkoon10 1,3,5,6,7Faculty of Business Administration, Kasem Bundit University 2 Maenchey University, Kingdom of Cambodia 4 Vice President for Planning and Development, Kasem Bundit University 8,9 Doctorate Degree Program, Public Policy and Management, Kasem Bundit University 10Master of Publication Administration Programme, Kasem Bundit University, Thailand

ABSTRACT The ASEAN Economic Community among Cambodians residing at Banteay Meanchey, Kingdom of Cambodia near Poipet Border Crossing Thailand, which makes trading between countries more convenience. Trade liberalization has allowed countries and opened up markets for Thai products. This research aimed to 1) study personal factors affecting behavior in purchasing Thai products as well as 2) study marketing mix factors influenced such behavior and 3) explore trade opportunity and channel of distribution for Thai SMEs at Banteay Meanchey, Kingdom of Cambodia. Data were collected through 400 sets of constructed questionnaire and subjected to data analysis which interpreted with Descriptive and Inferential Statistics. The findings suggested that there were more female than male samples whose ages from 22-35 years. Majority of samples were married, completed lower secondary educational level, corporate employee with average monthly earning more than 1,000,000 Riels, or roughly 7,890 baht. Samples chose to buy life necessities for daily consumption on continuous basis. Most samples bought familiar products from regular stores that were used while working in Thailand apart from own preference and trust in quality of Thai products until deciding to repurchase such products. Because of Banteay Meanehey is located near Poipet Border Crossing Thailand, trading between both countries can be conveniently done.

Keywords: Consumer Purchasing Behavior, Thai Products, Banteay Meanchey Province

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1. Introduction Cambodia is one of Thailand neighboring countries with shares boundaries by having the north adjacent to four provinces of Thailand, namely, Ubon Ratchathani, Sisaket, Surin, and Buriram. The eastern region is connected to Sa Kaew, Chantaburi and Trat, and the south is next to Gulf of Thailand. The border trade in north eastern region between Thailand and Cambodia is at Ubon Ratchathani, Sisaket and Buriram, whereas the relief point in the eastern region is at Trat, Chantaburi, and Sa Kaew, having the main trading point at Rong Kluea Market located at Ban Klongluk permanent border crossing, Arrun Phi Pornprathet District, Sa Kaew Province with the highest trade value next to Banteay Meanchey. Cambodia adjacent to Thailand in the western region at Poipet, Banteay Meanchey, having Sisophon Province as the capitol located at the northeastern region of Cambodia and next to Sa Kaew Province of Thailand at Poipet Border Crossing. Poipet is the place where many tourists from Thailand and Cambodia frequently visiting apart from having most foreigners coming to renew the passports. Banteay Meanchey economy is at peak since many Thai and Cambodian visitors prefer to spend money shopping at the border market. Moreover, this is the passing point easily access to other Cambodia provinces, including the possibility of setting up Economic Zone along Thailand-Cambodia border to promote border trading between both countries which considered as increasing an opportunity and encouraging the prospect entrepreneurs to invest in business between Thailand and Cambodia. Thailand border next to Cambodia is 803 kilometers long (adjacent to Laos 541 kilometers, Vietnam 1,228 kilometers, having the coastal area 443 kilometers) with six permanent checkpoints that can facilitate importing-exporting, making the border trade with high value over 70 % by average of total trading between two countries combined. This trend is likely to increase continuously with the population roughly 760,000 with 60% of working age. Total 80% of population make their livelihoods from agriculture and other 20% are the state officials, government employees and company workers. The total city laborer estimated 100,000 crossing the border to work in Thailand. Banteay Meanchey has occupied area roughly 6,679 square meters by dividing into agricultural area of 3,800 square kilometers in which over 2,400 square meters reserved for cultivating rice and the remained land for growing cassava, corn and soy beans. At present, Banteay Meanchey has 3 Special Economic Zone, namely O’Neang SEZ, Sisophon SEZ and SANCO SEZ in addition to the future plan to set up two more zones, having TOYOTA company expressed its interest in building a factory 260 Ithikorn Khamdej et al. / Proceeding – Social Science (2018), Page 258–266 to manufacture the automobile parts in Bantaey Meanchey. Normally, Cambodian admire products and services from Thailand with full confidence in the standard production, including the product preferences even though products from Thailand sold with higher price than other import products from Japan, South Korea, Singapore, Malaysia, Australia and major trade competitors such as Vietnam and China. Thai products, whether being foods, beverages, medicine and herbs or health and beauty products are all in demand and preferred transporting through Sa Kaew to Poipet Crossing. From there, Thai products can be transported from and to Phanom Penh within 3 days and more economical. The aforementioned reason has captured the author interest to further explore Cambodian consumers’ behavior at Banteay Meanchaey due to its location next to Thai border with major business contribution to Thai economy. The study focused on the demand and personal favor towards certain item, making the business able to serve consumer demand appropriately by reaching true needs of Cambodian consumers and in turn benefiting the entrepreneurs in both countries.

Objectives of the Study 1. To explore Cambodian consumers’ behavior on buying consumption goods from Thailand at Banteay Meanchaey. 2. To observe how the marketing mix affected consumers’ behavior. 3. To study trade possibility and trade channel at Banteay Meanchaey border market.

Literature Review Kotler (1997) had analyzed consumers’ behavior that focused on their needs, purchasing and consuming products so that the outcomes can be set up appropriate marketing strategies to satisfy consumers’ demand. Earlier studies had attempted to clarify the meaning of consumers with few scholars mentioned that consumers comprised of a group of individual with different needs, but displayed similar needs of products and services (Bruwer & Li, 2007; Kotler, & Keller, 2009; Ogbeide, 2014). In other context, consumers are not only referred to individual, but also represented agencies or organizations. In the same token, household is another type of consumer, individual, agency, household or association that conducted trading, including those intended to buy, rent or 261 Ithikorn Khamdej et al. / Proceeding – Social Science (2018), Page 258–266 borrow money to buy, rent or provide services (Lancaster & Massingham, 2011). From consumers’ definition on consumption, consumers must then face the steps in purchasing decision (1) Realized own need (2) selecting products and making comparison (3) negotiating process (4) perceiving risk and (5) buying products and services (Kotler, 2011). In the decision-making process, the consumers are constantly exposed to the surrounding information, not only advertising, salesperson, but also the acquaintances. Previous studies suggest that these information derived from own decision-making and outside information which comprised of Motivation and involvement, Knowledge, Attitude, Perceived risk, Risk reduction strategy, and Social demographics (Ogbeide, 2015). As for the marketing mix concept for servicing, most academics mentioned that other businesses management involved organizing marketing mix to propose sale, leading to actual products buying and selling or exchanging services between consumers. Four marketing mix--4Ps are product by manufacturing products according to consumers’ demand, price for lucrative business and place for product distribution so that consumers can easily and quickly buying products with promotion to enhance consumers’ demand. The findings from E-Saan Center for Business and Economic Research (ECBER), Khon Kaen University suggest that a group of Cambodian samples who bought household consumer goods such as detergent, soap, shampoo, toothpaste and tissues, over half usually bought products from the regular market store, while they preferred buying products such as lotion, moisturizer, and deodorant at the supermarket once or twice monthly. As for other electronic equipment, they would buy from regular department stores. Other products such as automobile and motorcycle, they would buy from specific place selling only automobile or motorcycle and only once in a while. Factor effecting decisions to buy fashion goods among Cambodians are necessities 38%, product quality 21%, own taste or preference 11%, product popularity among friends 9%, display status 9%, promotion 7% , price 4% and others 1%.

2. Methodology Quantitative research method via survey was used for this research. Survey questionnaires of cambodian language were distributed to sample groups. The variables used in this paper personal values, social, recognition, intention to buy products, and 262 Ithikorn Khamdej et al. / Proceeding – Social Science (2018), Page 258–266 demographics. Both primary and secondary type of data collection were used for this research. Population and sample The population is Cambodian Consumer at Bantiey Mianchey Provinces. The sample was a group of customers who buy Thai Products at Bantiey Mianchey Provinces area. The researcher did not know the true number of the population. Therefore, the researcher used the method of calculating the sample size using the W.G. Cochran formula. The researcher defined the proportion of the population by 50%. The sample size was not less than 385. The sample size was 400 samples. Sampling method The number and exact list of the population can not be determined. Researchers have chosen to use non-probability sampling. The researcher used a quota sampling technique from the Cambodian Consumer at Bantiey Mianchey Provinces. The total number of questionnaires was 400 samples, which was higher than the minimum sample size calculated from W.G. Cochran formula. We collected information from questionaire during December 2017 to January 2018.

3. Data Collection The tool used to collect data is Questionnaire for Cambodian Consumer at Bantiey Mianchey Provinces. It has been developed to cover the objectives of the research. The details are as follows: Part 1: Demographics and Behavioral Sciences. It is closed ended form. Part 2: Attitude Scale for Consumer Behavior. Part 3: Facts about Influencing factor to decision on buying Thai Consumer Products.

4. Result and Discussion Customers Demographic Profile (Age-wise sample participant) All age’s people ranging from less than 18 years to 48 years or over were purchased commodities from retail shop where maximum no. of respondents (51.8%) are 22 to 35 years. 263 Ithikorn Khamdej et al. / Proceeding – Social Science (2018), Page 258–266

Customers Demographic Profile (Gender, Education and Income per months) 50.8% of the total respondents are male and rest of female. Again high school person visibility is 67.3% and 83.3% of total respondents have income more than 1,000,000 riel per month. Occupation are 43.3% of own business Frequency to buy Thai Commercial products monthly ( 69.8%) Factors affecting consumers to shop Thai Consumer goods The very first reason of sample customers to purchase Thai Consumer products is quality products, lower , convenience to buy and sale promotion respectively. The Influencing factor to decision buying of Thai Products. Table 1 Average Mean and Standard Deviation of influence factor to decision buying of Thai Products. in Banteay Meanchey Province.The Kingdom of Cambodia. Influence factor to decision buying of Thai Average Standard Level Products Mean deviation Product Quality. 4.80 .597 high Product Variety 4.79 .607 high Product Features 4.73 .751 high Product Design 4.70 .591 high Product Package 4.68 .571 high Note: This research uses 5-point scale, with score 1 = lowest score and 5 = highest score Table 2. Average Mean and Standard Deviation of Reason to buy of Thai Products. in Banteay Meanchey Province.The Kingdom of Cambodia. Reason to buy of Thai Products Average Standard Level Mean deviation Thai Souvenir 3.31 1.647 medium Thai Electrical 3.15 1.566 medium Thai Clothing 2.21 1.08 low Thai Consumer Goods 2.21 1.08 low Thai Cosmetics 2.92 1.586 low Note: This research uses 5-point scale, with score 1 = lowest score and 5 = highest score 264 Ithikorn Khamdej et al. / Proceeding – Social Science (2018), Page 258–266

Table 3. shows the correlation coefficients that Influence factor to decision buying Thai Products. Coefficientsa Key Factors Unstandardized Standardized t Sig. Coefficients Coefficients (< =0.05) B Std. Error Beta (Constant) 1.579 .561 2.817 .005 Buying of Product variety .715 .127 .586 5.617 .000 Buying of product quality .477 .135 .385 3.541 .000 1 Buying low price .374 .119 .363 3.144 .002 Near home -.277 .088 -.313 -3.153 .002 TV advertising -.295 .096 -.326 -3.075 .002 Billboard advertising. .058 .101 -.076 .574 .566

Dependent Variable: Confidence in Influence factor to decision buying Thai Products (at significant level = 0.05). From Table 1, the correlation coefficient of the significant factors affecting the Influence of decision buying Thai Products found that The Influence of decision buying product was correlated with the reliability of product variety. Sig value = 0.000  significant at 0.05. The Influence of decision buying product was correlated with the reliability of product quality. Sig value = 0.000  significant value at 0.05. The Influence of decision buying product was correlated with the reliability of low price. Sig. = 0.002  significant value at 0.05. The Influence of decision buying product was correlated with the reliability of near home. Sig. = 0.002  significant value at 0.05. The Influence of decision buying product was correlated with the reliability of buying of TV advertising. Sig. = 0.002  significant value at 0.05. 265 Ithikorn Khamdej et al. / Proceeding – Social Science (2018), Page 258–266

The concerns about the possibility of data malfunction. Relationship with The Influence of decision buying product. Sig. = .005  significant at 0.05.

6. Conclusion Cambodian consumers also have a penchant for trendy products, particularly in Clothing, Food as well as Consumer Electronics and Appliances. Most goods transfer between Thailand and Cambodia over land via trucks to Banteay Maenchey Provice, Cambodia via Poi Pet Checkpoint, Sa Kraew Province. Cambodian consumers are newly excited about shopping. The economy is growing and there are more products available for sale. Cambodians are interested in Thai Product brands. Most samples bought familiar Thai products from regular store that had been used while working in Thailand apart from own preference and trust in quality of Thai products until deciding to repurchase such product. Because of Banteay Meanchey is located near Poipet Border Crossing Thailand, trading between both countries can be conveniently done.

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Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Business, Management and Accounting, May 2018, Page 267-277 www.iseec2018.kbu.ac.th The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

Corporate Social Responsibility and Its Influence on Thai Consumers Kirill Orlov1, Leslie Klieb2 and DeQawn Mobley3 1Graduate of the MBA program, Webster University Thailand, Bangkok 10120, Thailand, [email protected] 2,3Lecturer, Webster University Thailand, Bangkok 10120, Thailand, [email protected], [email protected]

ABSTRACT The objective of this work is to research in one particular case if corporate social responsibility activities influence the feelings that consumers have for a brand (affective loyalty) and if these activities influence their purchasing behavior (behavioral loyalty). The Cola- Cola brand was used in vignettes to present respondents in a structured quantitative survey with two different Corporate Activities by this company, one flattering and one unflattering. 108 Thai subjects were asked via this experimental research design to read about Coca-Cola’s corporate activities, and to answer related questions in a structured survey. The data was analyzed quantitatively using descriptive statistics, correlations, and regression analysis. Factors that influenced affective loyalty were the use of its products, perception of Image and Ethical behavior of the company, and concerns about Resource waste. Behavioral Loyalty is also discussed.

Keywords: Corporate Social Responsibility, Survey, Coca-Cola

1. Introduction Many businesses are no longer focusing only on profitability, but also on sustainability. This has influenced businesses to get involved in Corporate Social Responsibility (CSR) activities, in which a company is engaged for the purposes of social good [1]. It is not very clear how particular Corporate Social Responsibility activities affect customer attitudes towards the company and its products and customer behaviour in Thailand. Therefore, it is important to study the ways in which different corporate social responsibility initiatives will affect the customer loyalty. The Coca-Cola Company is a multinational company 268 Kirill Orlov et al. / Proceeding – Social Science (2018), Page 267-277 that has been heavily involved in CSR activities in countries in which it operates. This work intends to find out in a particular case, using publicity about Coca-Cola’s CSR activities, how those activities may affect Thai customer attitudes towards the company and its products and customer behaviour. The key objectives are to discuss different CSR strategies that are easily detectable by Thai customers, and to investigate and to analyse the reactions of Thai customers to different types of CSR strategies.

2. Literature Review and model The Stakeholder Theory of Organizations indicates that organizations are made of complex ecosystems of internal stakeholders as well as external stakeholders, like customers, the community, regulators, and suppliers [2]. The needs of shareholders cannot be met without also addressing, to some degree, those of other stakeholders. This theory provides an explanation and justification that companies engage in (sometimes costly) CSR activities. The Research Question in this work is: “Are CSR activities influencing loyalty to a company, and specifically do Coca-Cola’s CSR activities influence loyalty?” Loyalty has at least two aspects, behavioural and affective. Affective loyalty is how consumers feel about the brand. It is operationalized by asking consumers if they would recommend the brand to others. Behavioural loyalty is consumers repurchasing products from or associated with the brand. The Oliver theory [3] of brand loyalty posits that affective loyalty (good feelings towards the product or brand) is an essential prerequisite for repeat purchases. The Oliver theory can be extended to state that determinants of (any type of) loyalty are the following:  satisfaction with the products of the brand,  brand image,  vulnerabilities [4] Vulnerabilities are issues like better prices, better service, or better quality and similar attractors elsewhere from brands or vendors with similar products. In Thailand, for instance, Est Cola represents a vulnerability for the A-brand Coca-Cola. However, CSR activities are not 269 Kirill Orlov et al. / Proceeding – Social Science (2018), Page 267-277 influencing vulnerabilities. Satisfaction with the product is also not directly influenced by CSR activities (although, as a second order effect, sometimes reproachable corporate activities can influence it). Therefore it is also not considered in this work. The purpose of CSR activities is to create a better image for the brand. The following model follows directly from this discussion, see Fig. 1:

Figure 1. Model for Affective and Behavioural Loyalty

From the Oliver theory it follows that CSR activities influence the company’s image, and that this influences loyalty. Other well-known antecedents of loyalty like consumer satisfaction and vulnerabilities (e.g., better prices elsewhere), are not influenced by CSR activities and therefore not considered. In this work, the null hypotheses are that CSR activities do not influence loyalty, ratings of ethical behaviour, and brand image.

3. Research Design The research was carried out using vignettes. Vignettes are short stories that usually, but not in this work, describe a hypothetical situation. Their goal is to make it possible to explore values and norms of the readers. Vignettes are designed to elicit sharp responses from the respondent about an issue by illustrating it with an example. The theory derives from the observations that “Image” is determined by many categorical variables [5]. “In a factorial survey …. people are presented with vignettes that describe hypothetical social situations … [they] are asked for their judgments about those situations…. The factorial survey combines the validity of randomized experiments with the reliability of survey research and lets you measure subtle differences in opinion.” In factorial surveys (like this one), there are so many categories (e.g., health and environmental waste issues and many more), so that not all relevant ones can be covered. Vignettes are a way to probe among many categories, and are especially suitable to probe normative issues [6]. Here, two vignettes, one positive and one negative, summarizing reliable publicity about Coca-Cola 270 Kirill Orlov et al. / Proceeding – Social Science (2018), Page 267-277 corporate behaviours, were presented in the survey. In order to avoid any form of bias, care was taken that the vignettes presented actual events. Usually, a survey serves to elicit already existing attitudes, affects and perceptions of respondents. Here the vignettes influence, modify, and sometimes create the affects. In that sense the research design is similar to an experimental research design.

4. Survey design The survey consisted of a general demographic section, a question about which six social issues the respondents cared most about, and a judgment how well Coca-Cola did in those six areas. The six areas were Social Services, Health Issues, Environment & Pollution, Gender Equality & Human Rights, Education, and Resource Waste. The areas Environment & Pollution, Resource Waste and Health Issues were chosen because they are directly relevant because of the production processes needed to make the products that Coca-Cola sells. The other three areas, Social Services, Gender Equality & Human Rights, and Education, are very popular CSR activities with companies when they engage in CSR activities that are community oriented (like Coca-Cola’s are). Also, they are not related to the chosen vignettes, and therefore serve as control areas. Further they were popular areas in an informal oral qualitative poll among Thai consumers. Questions were asked about the intention to buy Coca-Cola products (behavioural loyalty) and if one would recommend Coca-Cola products (affective loyalty). For logistic reasons it is nearly impossible to monitor actual purchases of Coca-Cola. This is a problem in much social research, and it is customary to replace behaviour with intention, for instance in the well-known Ajzen Theory of Planned Behaviour. Affective loyalty is usually operationalized with a question asking if one would recommend the product or brand to (close) others. People will only do that when they have sufficiently warm feelings for the product. A rating of Coca-Cola’s ethical standards was also asked. After that, first a negative (confirmed, not hypothetical) vignette about pollution caused by a Coca-Cola factory in India was presented. Respondents were asked if they were aware of the described behaviour and about their opinion about ethical standards and image. Then a positive vignette, based on Coca-Cola’s own information and confirmed by other sources, was presented about how Coca-Cola reduced sugar content in their product 271 Kirill Orlov et al. / Proceeding – Social Science (2018), Page 267-277 mix, actively works on saving water, and implements sustainable practices for growing sugar beet. The same questions were asked as after the first vignette. Finally, respondents answered questions about behavioural and affective loyalty. The survey was electronic. The complete survey is available in Ref. [7]

5. Analysis and Results 5.1 Demographics The sample was a convenience sample. Most respondents (79.4%, N=108) were female, and only 20.6% male. Of the respondents, 43% were between 21 and 25 year old, and 25.2% between 26 and 30 year old (N=108). The survey was in English. The results are therefore expected to hold for female young city inhabitants with enough education. Most respondents had ratings about all issues that were neutral (this was the modal option), but there were slightly more unfavourable than favourable ratings.

5.2 Factor analysis. A factor analysis is a technique to reduce the dimensionality of a set of variables and to explore if the data can be explained in a reasonable way by less number of underlying variables. One reason to do a factor analysis is because a regression analysis is not possible when variables are highly correlated. Also it provides more insight. First, a factor analysis was attempted (PCA, Varimax rotation, analysis tool SPSS) on the six questions about “How well is Coca-Cola handling…”, which were measured on a five- point scale. Only one factor was found with the following loadings. Table 1 Loadings of rotated components for “How well is Coca-Cola handling….”

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The KMO Measure of Sampling Adeqacy was 0.893, Bartlett’s test p<0.0005, and 71.39% of the variance was explained. The factor analysis showed that the scores of perceptions about how well Coca-Cola is doing in the areas of concern can be averaged into a new variable, named “HowWellSocialResponsible” . The factor analysis shows that people tended to answer each question in a similar way, either positive or negative. In another exploratory factor analysis, a factor for awareness of the issues raised in both vignettes emerged (25.31% overall explained), and another factor was found about perceptions of image and of ethical behaviour (48.21% overall explained). The combined KMO for the six questions was 0.602 and Bartlett p<0.0005. V1 refers to the questions after Vignette 1 (negative) and V2 refers to the questions after Vignette 2 (positive). The rotated components are given in Table 2 Table 2 Rotated Components for Awareness, Ethical Standards and Image Component 12 V1 Were you aware of these issues with Coca-Cola company? -.114 .887 V1 How good, in your opinion, are Coca-Cola company's ethical .826 -.041 standards in general? V1 How do you rate the image of Coca-Cola company? .866 -.010 V2 Were you aware of these activities and achievements of Coca- .366 .799 Cola company? V2 How good, in your opinion, are Coca-Cola company's ethical .790 .233 standards in general? V2 How do you rate the image of Coca-Cola company? .832 .193 Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.a a. Rotation converged in 3 iterations. This led to the introduction of two variables, AwarenessV1andV2 and the other one Image_Ethics_V1_V2. This shows that answers after reading the positive vignette and the negative one were correlated, Similarly, Image and Rating of Ethical standards were linked and correlated enough to warrant the use of one averaged variable.

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5.3 Multiple Regression Analysis The main results of this paper follow from a multiple regression analysis for the dependent variables of affective and behavioural loyalty after reading both vignettes. Backward removal of non-significant independent variables was used. The procedure starts with many independent variables and removes one after another if they are not contributing enough to R2. In that way it is possible to determine which of the independent variables contribute in a statistically significant way to variations in the dependent.

Table 3. Regression coefficients for Affective Loyalty

Unstandardized Standardized 95.0% Confidence Coefficients Coefficients Interval for B Std. Lower Upper B Error Beta t Sig. Bound Bound (Constant) .172 .388 .444 .658 -.600 .945 Image_Ethics_V1_V2 .492 .121 .366 4.053 .000 .250 .733 Causes that you care about (Resource -.734 .287 -.223 -2.557 .012 -1.305 -.163 Waste) How often do you buy .378 .093 .366 4.069 .000 .193 .562 Coca-Cola products?

For affective loyalty, the feelings for the Coca-Cola brand, it was found that R2=0.416 and ANOVA p< 0.0005. This means that the regression equation exists and 41.6% of the variation in affective loyalty is explained by the variation in the variables in the independents. The dependent question was “Would you recommend Coca-Cola products to people who are important to you?” This question was asked after respondents had read both vignettes. It represents the affect of respondents after reading the two vignettes about Coca-Cola. Also here, a large number of variables did not contribute in a statistically significant way. The only variables that were significant were: the combined variable about Image and Ethics, if respondents expressed Caring about Resource Waste, and one of the baseline questions asked before the vignettes were shown: How often does one buy Coca-Cola. For behavioural loyalty after both vignettes, R2=0.528, ANOVA p<0.0005, and the following independent variables played a role: 274 Kirill Orlov et al. / Proceeding – Social Science (2018), Page 267-277

Table 4. Regression coefficients for behavioural loyalty Unstandardized Standardized 95.0% Confidence Coefficients Coefficients Interval for B Std. Lower Upper B Error Beta t Sig. Bound Bound (Constant) - -.993 .465 .036 -1.919 -.068 2.136 HowWellSocialResponsible .358 .127 .267 2.821 .006 .105 .611 Image_Ethics_V1_V2 .303 .134 .209 2.262 .027 .036 .570 Age? (<20=1, 21-25=2, 26-30=3, 31-35=4, 36- .191 .080 .195 2.405 .019 .033 .350 40=5, 41-45=6, 46-50=7, >50=8) How often do you buy .513 .092 .462 5.583 .000 .330 .696 Coca-Cola products?

The dependent variable was the score to the question: How likely are you going to buy Coca-Cola in the future? asked after reading both vignettes. It is dependent on age and previous buying behaviour but also by the assessment of ethical behaviour and its influence on the image of the company and how well one thinks Coca-Cola is Socially Responsible, a question asked before the vignettes were read. CSR type variables definitely influence behavioural loyalty (repeat purchases) and are even more important (higher Beta) for recommending to others.

5.4 T-tests A number of T-tests (a T-test compares the average between two groups) were carried out to see if rating of image and of ethical standards changed from reading the vignettes. This is a legitimate question because “before reading any vignette” and “after reading two vignettes” are so linearly correlated that they could be reduced to one factor. Therefore, one should wonder what the influence is of the two separate vignettes. The following table summarizes the results of the T-test. “1st” refers to the answers before the reading any vignettes. “V1” to reading after the first (negative) vignette, “V2” to reading after the second (positive) vignette. Sig=0 means p<0.0005, highly significant. 275 Kirill Orlov et al. / Proceeding – Social Science (2018), Page 267-277

Reading the first, negative vignette does not change the rating of the ethical standards (Pair 1), the difference is not significant. The rating of ethical standards was actually slightly negative to start with. However, the brand image changed considerably for the worse (Pair 3). (Numbers are on a scale of 1 to 5). Reading the second, positive, vignette changes the ideas about the company’s ethical standards considerably for the better (Pair 2), but does nothing for the image (Pair 4). (The difference is not significant here either). The signs come from the coding. One sees that reading positive news influences the image only, reading negative news influences the assessment of ethical standards only.

Table 1 T-tests for differences in image and ethical standards after reading vignettes

6. Conclusions This work considered the question if CSR activities can have an influence on affective and behavioural loyalty to the brand, which are directly related to corporate success. In a case study using the Coca-Cola Company, perceptions from Thai consumers about brand image and ethical behaviour of companies influence their willingness to recommend a brand and likelihood to repurchase. A regression analysis showed that 276 Kirill Orlov et al. / Proceeding – Social Science (2018), Page 267-277 consumer ratings of corporate ethical and social behaviour influences image and loyalty to the company. It was also found that good publicity only influences the image and not the rating of ethics of the company. Bad publicity influences the rating of corporate ethics and not the image. This presents a challenge for corporations. Of course a one-time exposure will not lead to lasting changes, its effects will get extinguished over time. Therefore, continuous attention to CSR activities and publicity about the corporation are essential, if the results of this work apply more general. A more extensive write-up of this work can be found in reference [7].

References [1] Garriga, E., & Melé, D. (2004). Corporate social responsibility theories: Mapping the territory. Journal of Business Ethics, Vol. 53 pg 51–71.

[2] Foster, D., & Jonker, J. (2005). Stakeholder relationships: the dialogue of engagement. Corporate Governance: The international journal of business in society

[3] R. L. Oliver (199), Whence Consumer Loyalty, Journal of Marketing, Vol 63, pp. 33-44

[4] R. McMullan & Gilmore, A, (2008), Customer loyalty: an empirical study, European Journal of Marketing 42 pp.1084-1094

[5] Bernard, H. R. (2011). Research methods in anthropology: Qualitative and quantitative approaches. Rowman Altamira.

[6] Finch, J. (1987). The vignette technique in survey research. Sociology, 105-114.

[7] Orlov, K. (2016). CSR Corporate Social Responsibility and its Influence on Thai Customers. Retrieved from https://drive.google.com/file/d/0BzxLn3vefR8EdDl3eUREZEdXU0k/view?usp=sharing_ eil&ts=5aa87f97

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Author brief profiles Kirill Orlov, an MBA graduate of Webster University Thailand, is a data analyst at Kaidee, the largest online marketplace for second-hand items in Thailand. His interests include data analytics and machine learning algorithms. Dr. Leslie Klieb earned a doctorate in theoretical physics, has been a DBA supervisor at GEM, Grenoble, France, and is now a lecturer with Webster University Thailand. His research interests include Quantitative Market Research and Applications of Social Psychology. DeQawn Mobley is a lecturer at Webster University Thailand. His research interests include Organizational Behaviour, Corporate Social Responsibility, Educational Culture and Social innovation. Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Business, Management and Accounting, May 2018, Page 278-287 www.iseec2018.kbu.ac.th The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

Corporate Turnaround in Asia and the West: A Review and Future Research Agenda Dr.James V. Jain1 and Dr.Timothy G. Andrews2 1,2Webster University Thailand, [email protected], [email protected]

ABSTRACT This paper reviews the major streams of literature relevant to turnaround. The first section focuses on the generic, Western-style corporate turnaround literature, especially the response strategies employed to address such challenges. The second part summarizes the relevant threads from the limited body of knowledge focusing on corporate turnarounds in Asia. Thirdly, we collate and explicate the key points of overlap and dissimilarity between West and Eastern contexts, concentrating on issues of leadership, pace and recovery. We then conclude by highlighting areas for future empirical research.

Keywords: -

Definitions of Corporate Turnaround Corporate Turnaround connotes a recovery, sometimes incredible, from an actual, recognizable decline in business operations. Yasai-Ardekani & Arogyaswamy (1990) argues that turnaround situations are characterized by scarcity of resources, skeptical stakeholders and a sense of urgency. Turnaround theory as defined by Schendel et al. (1976) has two stages: a decline in firm- performance stage, followed by a recovery stage. Baker & Mone (1994) indicate that declines in turnaround research “should represent a threat to the survival of the firm. Who develops as a turnaround candidate ? There’s no accepted definition on this. According to Drucker (1993), in a Wall Street Journal article, a turnaround candidate is a “company beset by malaise and steady deterioration.” There are several turnaround strategies that are used by a firm trying to come out of a decline. These general Western turnaround strategies are discussed briefly below. 279 Dr.James V. Jain and Dr.Timothy G. Andrews / Proceeding – Social Science (2018), Page 278-287

Cost efficiency Cost efficiency or cost cutting is one of the most popular and initial strategy used by corporations in search for turnaround. Cost cutting includes a variety of actions and is known by a number of different names such as “belt-tightening” or “fire-fighting.” This includes a variety of activities both short term and long term. This can be a short term measure until a long-term strategy for turnaround is developed or to improve the cash flow quickly (Bibeault, 1982; Hambrick & Schecter, 1983, Sundrsanam & Lai, 2001). Cost efficiency is one of the first measures in any recovery strategy and it can be quickly implemented. This will have an almost immediate effect and requires little or no capital or resource outlay.

Asset retrenchment Asset retrenchment is achieved through a net reduction of a firm’s short term and long term assets. This includes reduction in cash and cash equivalent, accounts receivable, inventory and plant and equipment (Robbins & Pearce, 1992). Divestment or Asset retrenchment is a common action taken by firms experiencing poor performance that is assumed to improve performance. Divestment is operationalized as a percentage reduction in total assets in the turnaround year (J.L.Morrow, Jr.& Sirmon, D.G., 2007). One study concluded that “the primary guideline for decision making in such a situation appears to be survival and the need to stem the bleeding” (Gopinath, 1991, p.99). Focusing on core Successful turnarounds have been associated with a focus on product lines for which the firm is best known, customer segments that are particularly loyal or less price sensitive, and areas where the firm has distinct competitive advantage strength (Hambrick & Schecter, 1983: Sudarsanam & Lai, 2001). This suggestion is supported by another study to focus the business on manageable competitive arena (Stop ford &Baden-Fuller, 1990). Arogyaswamy et. al. (1995) report that there are “temporary economic downturns” and “severe economic downturns” that could lead to corporate turnaround and business units are to focus on core competencies and achieve economies of scale. Other possible actions are asset restructuring and divesting lines, products or businesses not aligned with the core focus of the firm, 280 Dr.James V. Jain and Dr.Timothy G. Andrews / Proceeding – Social Science (2018), Page 278-287 making acquisitions and joint ventures which will help in achieving the core focus are some the measures recommended (Sudarsanam & Lai, 2001). Building for the future Literature reveals that a building for the future strategy forms a natural and logical step after the three earlier strategies. This phase is entered when the immediate crisis has passed and the financial position of the firm has been stabilized (Robbins & Pearce, 1992). Filatotchev & Toms (2006) came to the same conclusion. Build for future is aligned with a recovery phase of the turnaround process. Recovery firms adopt more forward looking, expansionary and external market focused strategies. They know the importance of building for the future (Sudarsanam & Lai, 2001). Sheppard & Chowdhury (2005) urge to acquire resources to aid the firm in the long run and exploit valuable, rare and hard to imitate activities and to alter itself to align with customer needs. It is argued that a turnaround is successfully completed only when the firm concerned has been left with the capacity for self-renewal, so as to be flexible in responding to changing circumstances in the future (Ghoshal & Barlett, 1996).

CEO change CEO change is significantly linked to firms in distress and it is reported that in turnaround situations 75 percent of replacement CEOs were appointed from outside of the firm (Kesner & Dalton, 1994). Gopinath (1991) also found that the incumbent management might not want to admit the firm was in difficulty, instead it would rely on “well-rehearsed responses and indulge in self-deception” explaining that this might continue until the firm is in severe decline. Long serving senior managers may also be too ensconced in decline causing extant strategies to accept the need for a change (Barker & Patterson, 1996). Conversely with new set of external senior managers a firm may be better equipped to deal with the psychological, sociological and general issues present (Kesner & Dalton, 1994). The current empirical evidence suggests that the appointment of an external CEO does indeed lead to greater change in the TMT, although there is no consistent relationship between TMT change and subsequent business performance (Kesner & Dalton, 1994).

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Culture Change In concert with leadership change, the role of culture change in facilitating the rejuvenation and re-adaptation of the struggling firm is highlighted in the literature. It may be important to cause a change in culture to challenge past beliefs and taken for granted assumptions, which may be no longer be relevant to the current environment the firm is facing. Only then can historic operating routines can be abandoned and new employee behavior is adopted. Stopford & Baden-Fuller ’s (1990) study of rejuvenation in the declining UK manufacturers showed that when the CEO and TMT challenged past beliefs, it acted as a signal to employees that this behavior was not acceptable and led to the generation of innovative solutions that would not have been otherwise possible.

Turnaround in Asia There are not many turnaround researches conducted in East Asia especially in the emerging markets. However, some significant works was done by Bruton et al. (2001), Bruton et al. (2003), O’Neill, Rondinelli & Wattanakul (2004), Fisher et al. (2004), Gupta & Wang (2004) and Sim (2009). Study by Bruton et al. (2001) identified some differences between Western and Asian turnaround. According to them there are differences in areas such as problem recognition, the use of retrenchment as strategy, replacement of Chief Executive Officer (CEO) and the speed of turnaround. In their research in Hong Kong and Thailand, they have identified that recognition of the problem takes longer than in the West. The ability of retrenchment is also limited as there could be many more lenders and creditors involved than immediately recognized and therefor, debt and equity structure must be re-examined before retrenchment efforts are put in place. There are limitations on replacements of CEO or top management as they could be from owners’ family members or friends. Finally speed of turnaround is slower compared to the West. Their extended study in 2003, which was an empirical study on 90 Chinese firms in Hong Kong, Singapore and Taiwan, Bruton et al (2003) concluded that “the utility of the predominantly U.S. based model of firm turnaround has limits in Asia’ (p.579). This is what we have found out in our studies in Thailand. An important characteristics of Chinese 282 Dr.James V. Jain and Dr.Timothy G. Andrews / Proceeding – Social Science (2018), Page 278-287 businesses is their extensive reliance on personal relations or ‘guanxi’ (Kao, 1993, and Luo, 2002). However, in a study by Fisher et al. (2004) among Australian and Singaporean firms, they conclude that except for ownership change, there are no significant difference between Australian and Singaporean companies in the likelihood of or speed of or change of the chief executive officer. According to their finding enhancing transparency of a country’ s political, economic and business environment might be important for East Asian countries. Their finding is not consistent with arguments of Bruton et al. (2003) that stabilizing country’s legal environment and business transparency could improve the ability to encourage turnaround. Sim (2009) identified delay in problem recognition compared to Western firms due to difference in ownership structure and also identified initial response as operational in nature among Malaysian firms. This research also identified causes of decline as external, exacerbated by debt based-acquisitions. Encouraged by booming economies, firms often pursued a policy of often unrelated, debt driven diversification (Haley, 2000), relying heavily on short-term debt financing to fund their long term growth (Bruton et al. 2001). The extent of this unrelated diversification can be exhaustive. For example in 1996, the five largest South Korean companies (Daewoo, Hyundai, Lucky Goldstar, Samsung and Sunkyong) controlled over two-hundred and fifty subsidiaries in over fifty, mostly unrelated lines of business (Serapio and Shenkar, 1999). However, research by Bruton et al. (2001) find out that among Chinese firms in South East Asia, often CEO’s do not change due to its Confucius values, importance of face and importance of "guanxi" (connections). Thus, the East Asian cultural context is different from that of the Western cultural context. Sim (2009) found that recovery response of Malaysian firms was a long drawn out process involving several years. According to his research, time lag between decline, problem recognition and turnaround took considerable time. This is further confirmed by Sim (2009) in a study of business turnaround in Malaysia, five out of seven companies studied, reverting back into its core businesses as a strategic 283 Dr.James V. Jain and Dr.Timothy G. Andrews / Proceeding – Social Science (2018), Page 278-287 recovery strategy. Getting back into the core business included disposal of non-core assets, through restructuring and reorganization, and strategic focus on its core business. A study of Malaysian firms (Sim, 2009) stated that many organizations were quite unwilling to change the CEOs for two reasons. First, they were owner managers and they would not quit. Secondly, even in some firms where the CEOs were not owners, they had substantial relationships with their suppliers and customers and a sudden change will upset such relationships. This intern was inconsistent with studies done by ( Goll &Sambharya, 2001) that top management with longer tenure preferred maintaining the status quo and were less likely to change the strategic direction of the company. This was inconsistent with the findings of another study (Gupta & Wang, 2004) that entrepreneurial leadership facilitated superior adaptive and transformative capabilities of a firm to major external and internal events of crisis. Since many researchers (Bruton, et al, 2003, Ahlstrom & Bruton, 2004, Gupta & Wang, 2004, O’Neill, et al, 2004, Sim (2009) have concluded that there are some differences between primarily Western based Turnaround models and South East Asian turnaround models and there is insufficient number of research. There are some other studies on turnaround in Asia especially South East Asia. In terms of the turnaround strategy being investigated in this part of the world, according to Tan et al. (1998) the Chinese emphasis on status and ‘face’ encourages a reluctance to admit failure and would slow the response to a declining situation or problem. This fear of failure could result in strategies that are more risk averse. Another characteristic of Chinese business is the extensive reliance on personal relations or ‘guanxi’ (Kao 1993; Luo 2002). Ahlstrom & Bruton (2004) argued that the relationships among Chinese businessmen, built up over a long period of time, not only facilitate business, but also involve mutual obligations. Such mutual obligations and the desire to maintain and not to jeopardize good relationships often constrained turnaround actions that involve curtailing of supply, retrenchment and strategies of change. However, retrenchment was not used with the same ease as in the West. This desire to maintain good relationships is also found in our research in Thailand. This situation was complicated further by the cultural environment in the Asian context. In the East Asian countries, the removal of the CEO (who is often the chair of the board of 284 Dr.James V. Jain and Dr.Timothy G. Andrews / Proceeding – Social Science (2018), Page 278-287 directors as well) is often nearly impossible. (Bruton et al. 2001, 2003). The removal of the CEO may have a negative impact on the business and political connections which are generally very valuable (Peng & Luo 2000). In addition, changing of the CEO may be difficult as many of the businesses are family owned or linked, and often run by the owner-manager (Ahlstrom et al. 2004, Chen 2001). Even if these firms are publicly listed in stock exchanges, the CEO (or family interests) often still retains a controlling interest. Maheshwari & Ahlstrom (2004) in their Indian case study highlighted the importance of leadership, the management of multiple stakeholders and legitimacy building as key issues in the turnaround process. Ahlstrom & Bruton (2004) suggested that future research should examine the role and impact of government and regulatory institutional differences on the turnaround process. Hence the institutional as well as the cultural context in turnaround are potential and promising areas for research in Asian firms, including those in Malaysia. Most of the studies in East Asia cited above referred to Chinese-based businesses. The situation would probably be different for non-Chinese firms. Within a particular country like Malaysia, differences between Malay and Chinese behavior exist and these ethnic differences might affect turnaround strategies and processes.

Conclusion How firms respond to turnaround pressures in the future is part of the larger question of whether convergence or divergence will be the model that will guide change in the developing market economies. As there are different views on causes that led to the Asian crisis: market, institutional, and managerial failure. To date, each of these rationales has had proponents. But each will lead to substantially different actions that are needed in turnaround situation. Therefore, determining which may have the greatest relevance and which firm actions lead to the greatest success is a critical topic of future investigation. As there are signs that crisis are becoming endemic, establishing the links between the causes of crises and appropriate turnaround responses will clearly establish the basis for improved turnaround responses in future. 285 Dr.James V. Jain and Dr.Timothy G. Andrews / Proceeding – Social Science (2018), Page 278-287

One step further in this continuing debate, however, is the additional question on ‘turnaround’ performance’ or ‘turnaround achievement’. One implication of my findings is that Asian venture capital culture may speed up as well as slow down the process. Moreover, now that we can see this possibility, this causal link might be exploited to make it quicker still in the future. So, in this context, a major convergence to ‘Western’ organizational structure, norms and bureaucracy, though highly likely (at least, to an extent) may not be beneficial as a ‘bloc’ concern in the improvement of turnaround pace. In fact it may be quite the reverse. In conclusion, it may be worthwhile to explore whether westernization of business process in Asia would lead to more rapid, effective, turnaround procedures.

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Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Business, Management and Accounting, May 2018, Page 288-302 www.iseec2018.kbu.ac.th The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

Evaluation of Impact and Production Management of SMEs Business in Marketing Transportation of Fresh Milk Product Industrial with TFRs Standard for Thailand Transport 4.0 Chamni Jaipradidtham1 and Viwan Mookdapragorn2 1Department of Electrical Engineering, Faculty of Engineering, Kasem Bundit University, E-Mail: j_chamni @hotmail.com 2Department of Management, Faculty of Business Administration, Kasem Bundit University

ABSTRACT This research paper presents the evaluation of impact of UHT fresh milk products quality management in Small and Medium Enterprise (SMEs) businesses in market transportation of the Thai Financial Reporting Statement (TFRs) standard for Thailand transport 4.0 by focusing on educating, understanding and learning attitude for TFRs standards with a strategy in case study of fresh milk product industry in Thailand. The main objective is to reduce production cost with quality management that affects the attitude of fresh milk consumers, based on the notion that business enterprises cannot be separated from the effective management and controlling of transportation costs. The researcher conducted a survey to collect the data of a sample group of SMEs business accountants with 486 population samples. The statistical methods used in this research were percentage (%), mean ( ) and standard deviation (SD) value. The results of the data analysis indicated that attitude towards TFRS for SMEs with personal factor of accounting for SMEs businesses is = 3.72 and S.D.is 0.64. The aspect that the sample groups had the least level of agreement was reducing reliability of the data with mean = 3.42 and S.D. = 0.76

Keywords: Fresh Milk, Transport, Marketing, Quality Management, SMEs Business

1. Introduction In the past several decades, Thailand has developed economically through economic models, namely 1.0, 2.0, and 3.0 before transforming into the 4.0 Model. In the past, the 1.0 economy was the focus of Thai economic development on agriculture. The 2.0 economy 289 Chamni Jaipradidtham and Viwan Mookdapragorn / Proceeding – Social Science (2018), Page 288-302 focused on the development of light small industry and economic model 3.0 focused on the development of highly investment industries. The current section describes the 4.0 economy, focusing on innovation with new form. The Thai government announced the economic SMEs business model of Thailand 4.0 in 2016. The production quality management of fresh milk for SMEs business is a critical aspect of enterprise optimization, with which inventories were considered in production cost. Transportation business is an economic sector that is very important to the economy. It is a business that is supported and associated with many activities in the SMEs business. This will affect productivity of milk production and efficiency in the supply chain with marketing competitiveness to coordinate supply chain to mitigate the risk associated with uncertainty. Transportation management includes manufacturers, production planning, retailers, product service, ordering, warehouse management, packaging and customer service. Therefore, the researchers consider the importance of the study of product management strategies that will affect the attitudes of consumers to drink milk. There is competition in this market of the industry in milk production by using Thai Financial Reporting Statement (TFRs) standards for Thailand transport 4.0 for both large operators and the small operators in the market due to the increasing number of consumers; there are also many different and varied needs. To know the product strategy that will affect the consumer attitudes, they can respond to the different needs of milk consumers with a target for consumption, to consider the relationship between production management and consumer attitudes.

2. Research Objectives 2.1 To study the process of production management and transportation cost structure of fresh milk products with TFRs standards for Thailand transport 4.0 2.2 To study the cost of transport in the market and to reduce the costs of fresh milk production through quality management in warehouses. 2.3 To study the factors with the evaluation of impact and fresh milk products quality management system for marketing transport. 2.4 To develop the production management that affects the attitudes of fresh milk consumers in SMEs business.

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3. Scope of Research 3.1 This research focuses on marketing production management of fresh milk products for SMEs business to warehouse quality management. 3.2 This research aims to study attitudes and behaviors of consumer groups in drinking milk. 3.3 This research studies transportation costs and to guide the development of the production management system of fresh milk in the SMEs business. 3.4 This research was conducted by collecting data from 5 January 2017 to 28 February 2018.

4. Expected Benefits of Research 4.1 To be used as a guideline for the management of the transportation system from farmers to consumers. 4.2 Can be developed to improve the management of the production of ready-to-drink milk for those interested in this research. 4.3 To be used as a policy recommendation for effective operation of the warehouse quality management for production in drinking milk and to guide the development of production management. 4.4 To be used as an ingredient in the decision making process of marketing business related to fresh milk consumers with product management in the future.

5. Research Principles 5.1 The Production Quality Management Production management is important to the production process. It is divided into two parts: raw material management and labor management; quality control is a test to obtain the quality products that the customers expect. Internal quality control of production starts with production control. The control of raw material management and labor management must be controlled to ensure that the products quality is set, whether there is proper control over the management of the inputs, and whether the products quality will be assured. The internal quality control must take into account factory operations, manufacturing processes and machinery as well. Products quality control is important for marketing business to benefit the organization, such as: 1. reduce production costs, 2. 291 Chamni Jaipradidtham and Viwan Mookdapragorn / Proceeding – Social Science (2018), Page 288-302 increase market shares to create trust for consumers, 3. increase the reputation of the organization for quality service, and 4. ensure the reliability of product quality [1]. Feigenbaum (1991) discusses the work in planning and importance of production quality control management. And most interestingly, he was the initial user of the concept of all total quality control in the literatures of quality, in which total quality management (TQM) is the total composite product and service characteristics of marketing business, manufacturing and maintenance through which the product and service in use will meet the expectations with the customers demand. The significant elements of these quality development concepts consists of commitment to total management, production quality, measurement of warehouse quality, and improvement of production process, training and development and reduction of the various symptoms and causes of problematic incidents. Thus, warehouse quality management (WQM) always gives emphasis on the customer satisfaction to ensure total quality management culture by using continuous improvement ideas concept [2]. Therefore, production quality management in milk production is most effective. The need and satisfaction of customers is important.

Figure 1 Process system of the fresh milk production control for self-logistics in industry, Bangkok, in Thailand

Figure 2 Thai-Denmark milk product industry in Thailand 292 Chamni Jaipradidtham and Viwan Mookdapragorn / Proceeding – Social Science (2018), Page 288-302

Production and Operations Management (POM) is the management system of the production to study designation of practices, control of processing, import or resource processes to operate effectively in the form of goods or services and in accordance with the objectives of the organization. Therefore, production quality management is a type of business management as financial management and accounting. Quality management is the management to achieve the quality policy. To obtain desirable quality control of production, the objectives must be defined, organization policy clear, and strategic planning done[3]. The evaluation of impact and the costs control of milk products investment. The analysis of economic costs to benefit of enterprise with the use of marketing transportation strategic alliances can let many SMEs business enterprises achieve intensive operation mode and reduce logistics cost analysis.

Figure 3 Nongpho milk and Meiji milk product industry in Thailand

5.2 Thailand Model 4.0 with the Change of Economic Innovation The current section describes the 4.0 economy, focusing on innovation with new form. The government has announced the economic SMEs business model of Thailand 4.0 in the year 2016. The government's policy is to create innovation for the sustainability of the Thai economy [4]. The problem of the economic model with Thailand transport 4.0 is the inability to innovate for the business competition of entrepreneurs. This is due to the lack of continuous costs support and inadequate government funding to meet the needs of entrepreneurs. In addition to economic model issues, changes in innovation and technology will result in the government adjusting. The transition to the four major components is as follows.

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1. Traditional farming to smart farming 2. Traditional SMEs to smart enterprises and high potential startups 3. Traditional services to high value services 4. Low-skilled workers to knowledge workers, understanding, expertise and high learning skills.

5.3 Thai Financial Reporting Standard for SMEs Business Criteria should be used to classify non-public accountable entities (NPAEs) that should be implemented using the TFRs standard for SMEs business, including the concept of financial reporting standards for businesses. Do not take TFRs for SMEs business. Later, it was found that from the point of view of the financial statement and some users of the financial statements, the TFRs standards for NPAEs are not suitable for large NPAEs or those that have a groups nature. There are complex accounting entries. And there are a lot of people besides the owners. In line with the entry into the ASEAN Economic Community (AEC), the federation of accounting professions implement using the TFRs standards for SMEs business. This research explored the opinions of accountants on the application of the TFRs standards for SMEs business, which would be a problem, obstacle, or usefulness in applying the standard. If the TFRs standards are consistent with the AEC, the result is more competitive SMEs business. Users of financial statements will also benefit from the increased financial data available to meet the information needs of users.

Table 1: The difference factor between TFRS for SMEs and TFRS for NPAEs TFRS for SMEs TFRS for NPAEs 1. To prepare a comprehensive income statement 1. To make a profit and loss statement 2. Make a statement of cash flows finance 2. No statement of cash flows 3. To disclose information about persons or 3. No disclosure of information about business persons or business 4. There are requirements regarding hedging 4. There are no requirements for accounting hedging accounting 5. The Company is required to make financial 5. The Company prepares its financial statements using other currencies statements in Thai Baht only 294 Chamni Jaipradidtham and Viwan Mookdapragorn / Proceeding – Social Science (2018), Page 288-302

6. Research Hypothesis 6.1 The fresh milk consumers with different personal status when classified by sex, age, education level, occupation and income/month: there was no difference in attitude of dairy consumers of the 7 Eleven and Family Mart in Bangkok. 6.2 Milk products management is the quality of the brand, packaging size and taste. There was no relationship with the attitude of dairy consumers in Bangkok. 6.3 H0: Population factors will have the knowledge and understanding of the accountants on the financial statements in different financial reporting standards (TFRs for SMEs). 6.4 H1: The characteristic factors in the milk industry are different, there will be the knowledge and understanding of the accountants in the total cost and financial statements according to different TFRs for SMEs.

7. Operating Research Methodology This research is a research methodology to study the process of production management and transportation cost structure of fresh milk products with TFRs standards for Thailand transport 4.0, to study the factors with the evaluation of impact and fresh milk products quality management for marketing transportation and to develop the production management that affects the attitudes of fresh milk consumers in SMEs business. This research is a survey research from 7 Eleven and Family Mart Supermarket in Bangkok area in Khet Suan Luang, Bangkapi, Phra Khanong, Prawet, in Thailand. The population consists of fresh milk consumers and accountant of the factory milk production industry. The tool for data gathering was a questionnaire to survey the sample group of 486 samples. This research was conducted from 5 January 2017 to 28 February 2018.

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Independent Variables: X Dependent Variables: Y

Personal Status 1. Sex 2. Age 3. Education 4. Occupation 5. Income/month Attitude of consumer groups in drinking milk in Bangkok Product Management 1. Benefits 2. Quality 3. Brand 4. Packaging 5. Size 6. Taste

Figure 4 Conceptual framework for research that affects consumer attitudes

The questionnaire was used to analysis quantitative data. It is a conceptual study of the attitudes of fresh milk consumers with decision-making in fresh milk consumption. The researcher has set the appropriate conceptual framework that can be used in relevant research that affects consumer attitudes by defining the independent variables X and dependent variables Y, using the process of making a decision to buy milk drinks as shown in Figure 4. Accountants of SMEs have to study and understand this new standard so that they can prepare financial report accurately. The level of knowledge, understanding, and attitude that accountants have toward this new standard of TFRS for SMEs with the conceptual framework of consumer for research are shown in Figure 5.

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Figure 5 Conceptual framework for research that affects attitude, knowledge and understanding with TFRs for SMEs

7.1 Population and Sample Group The population used in the research is consumers interested in buying fresh milk drink of the 7 Eleven and Family Mart Supermarket in Bangkok area, Thailand. Accidental sampling was used by sending questionnaires to survey consumer’s attitudes in purchasing fresh milk drink after the consumers have made. After randomly collecting 25 data sets per day within 20 days, there were 486 samples group. The duration of the research was from 5 January 2017 to 28 February 2018.

7.2 Research Tools The questions based on the research objectives were divided into four parts as follows: Part 1: The questionnaires on the personal factors of the respondents were sex, age, status of education, occupation and average income per month with giving the respondent a check mark in the empty range of options given in the questionnaire. The question style is a multiple-choice one. Part 2: The questionnaire about consumers' decision-making behavior on fresh milk drinks included product selection, brand selection, supplier selection, (manufacturer), purchase quantity, purchase period, and payment. The closed-ended response questions (Likert rating scale). Level of data measurement of interval scale with the answer to product buying choice attitude is divided into 5 levels. Part 3: Information on the opinions of the respondents on the criteria for grouping publicly-owned enterprises to take TFRs for SMEs. 297 Chamni Jaipradidtham and Viwan Mookdapragorn / Proceeding – Social Science (2018), Page 288-302

Part 4: Summarize key differences of TFRs for SMEs and TFRs for NPAEs, and describe the criteria for segmentation. Average Importance level Level 1: average range is 4.21 - 5.00 -> Highest level Level 2: average range is 3.41 - 4.20 -> Very level Level 3: average range is 2.61 - 3.40 -> Medium level Level 4: average range is 1.81 - 2.60 -> Low level Level 5: average range is 1.00 - 1.80 -> Minimal level

8. Discussion of Research Results 8.1 Analyze the individual characteristics of the respondents: including sex, age, status, education, occupation and average income per monthly. Descriptive statistic was used to collect statistic data. It consists of frequency distribution and percentage, etc. Data analysis was done by statistics computer program. 8.2 Analyze consumer behavior study data, using descriptive statistical methods and collected data for statistical analysis. These include mean and standard deviation, etc. Data analysis was done by statistics computer program. The results of general data analysis using descriptive statistics on respondents from the results as in Figure 6 and in Table 2 showed that the sample groups of the 7 Eleven Supermarket of the consumers to fresh milk drinks is male; there are 290 samples or 62.54 %. But the Family Mart Supermarket of the consumers to fresh milk drinks is female; there are more than male to 139 samples or 57.82 %, because females make decision to buy fresh milk for their bodies. From the results in Figure 7, it is shown that consumer sample groups can buy milk drinks with the highest amount from the age from lower than 20 are 94 samples or 58.27 % of the 7 Eleven Supermarket, next show that the consumers age from 20-39 years are 250 sample groups or 45.35 %, who can buy fresh milk drinks.

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70 62.54 57.82 60

50 42.18 37.46 40 Male 30 Female

Percentage 20

0 7 Eleven Family Mart Sex

Figure 6 The results of percentage comparing with consumers sex to fresh milk drinks of the Supermarket in Bangkok area, Thailand

Table 2: The results of the number and percentage of consumers buying fresh milk drinks at the Supermarket with sex 7 Eleven Family Mart Consumers Supermarket Supermarket number percentage number percentage 1. Sex 1.1 Male 290 62.54 200 42.18 1.2 Female 196 37.46 286 57.82 Total 486 100 486 100 When comparing with the milk consumers of the Family Mart Supermarket, the milk consumers age from 20-39 years are 260 sample groups or 54.65 % whose attitude towards marketing mix were rated at high level, because they want to maintain a healthy body and are interested in drinking milk. 299 Chamni Jaipradidtham and Viwan Mookdapragorn / Proceeding – Social Science (2018), Page 288-302

70 58.27 54.65 60 52.16 47.84 45.35 50 41.73 40 7 Eleven Family Mart 30

Percentage 20 10 0 low er 20 20-39 years over 40 years years Age

Figure 7 The results of percentage comparing with consumers age to fresh milk drinks of the Supermarket in Bangkok area, Thailand

Table 3: The results of the number and percentage of consumers buying fresh milk drinks at the Supermarket with education level 7 Eleven Family Mart Consumers Supermarket Supermarket number percentage number percentage 2. Education Level 2.1 Lower than bachelor's degree 101 10.42 103 8.75 2.2 Bachelor's Degree 260 52.5 235 56.25 2.3 Higher than bachelor's degree 125 37.08 148 35 Total 486 100 486 100

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Table 4: The results of the factor is personal for understanding of TFRS for SMEs of Thai accounting for SMEs businesses

Understanding The factor is personal x S.D. 1. Gender Male 0.64 0.16 Female 0.86 0.18 2. Age lower 30 year 0.79 0.14 30-40 year 0.80 0.03 41-50 year 0.75 0.12 51 year go up 0.68 0.15 3. Education level lower the bachelor's 0.62 0.05 degree bachelor's degree 0.69 0.17 tall more the 0.75 0.19 bachelor's degree 4. Work position account inventor 0.74 0.06 accountants 0.73 0.14 5. Accounting work lower 1 year 0.69 0.12 experience 1-5 year 0.74 0.14 6-10 year 0.80 0.18 10 year go up 0.75 0.15 6. Number of training never be in training 0.82 0.15 attend per year be in training 0.81 0.14 1-2 time be in training 0.87 0.07 3-4 time be in training 0.83 0.04 5 time go up

The results of the data analysis in Table 4 shows that on the opinions of the respondents on the TFRs for SMEs were used in the operation. The results of the analysis of opinions are differences with regard to the functions, understanding and knowledge of the 301 Chamni Jaipradidtham and Viwan Mookdapragorn / Proceeding – Social Science (2018), Page 288-302 accountants in the preparation of TFRs for SMEs business consolidated financial statements, and classified by SMEs business characteristics. This research is to investigate the opinions of accountants on the implementation of TFRs for SMEs, regardless of their benefits and possible problem and the criteria for division of SMEs business using TFRs for SMEs and TFRs for NPAEs standards applicable to non-listed companies. Data analysis indicated that attitude toward implementation of TFRS for SMEs was at a high level in general (mean = 3.54, S.D. = 0.68). When separately analysed, it was found that the sample group had high level of attitude in every aspect with the details. The respondents will find that the experience of working 1-5 years will have a moderate level of knowledge, with an average of mean ( x ) of 0.74 and standard deviation (SD) of 0.14 will have a level of knowledge. The mean of 0.74 is equal to 0.05 level of significance.

The results of the data analysis indicated that attitude on TFRS for SMEs follow personal factor of accounting for SMEs businesses. The aspect that had the highest level of positive attitude was reducing complexities in preparing financial reports by not applying the full accounting standards (mean is 3.72 and S.D.is 0.64). The aspect that the sample group had the least level of agreement was reducing reliability of the data (mean is 3.42 and S.D. is 0.76).

Table 5: The result of the revenue, production transportation cost and profit with quality management that affects the attitude of consumers

Data entry Average Pasteurize UHT milk (USD per Percent milk Percent (USD per Percent unit) (USD per box) bag) 1. Revenue from milk 18.96 - 25.68 - 9.82 - 2. Total logistics costs 13.18 100 20.03 100 4.67 100 - Management costs 2.32 16.53 3.82 18.56 0.32 7.54 - Warehouse costs 0.75 5.54 - - 1.08 22.56 - Transportation costs 8.25 63.56 12.15 62.34 3.15 67.48 - Cost of Loss 0.07 0.54 0.21 0.49 0.032 0.72 - Packaging costs 1.79 13.82 3.85 18.56 0.09 1.58 Profit per unit 5.78 - 5.65 - 5.15 - Source: Survey Note: 1 bag of pasteurized milk contains 200 cc and 1 UHT milk contains 200 cc.

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9. Conclusions The results of fresh milk products quality management in SMEs businesses in market transportation of the TFRs standard for Thailand transport 4.0 was studied by focusing on education, understanding and learning attitude that for TFRs standards with a strategy in case study of fresh milk production industry in Thailand. Production cost was reduced with quality management that affects the attitudes of fresh milk consumers. The accountant who disagrees with the guidelines of any grouping approach of the federation of accounting professions advises that TFRs for SMEs should be the business choice. In each case, TFRs for SMEs is used. The results of general data analysis using descriptive statistics found that the management process of milk drink is related to 4 groups: dairy farmers, cooperative central for raw milk, the factory of processing milk and milk agent. Therefore, it is concluded that the strategy of milk product management in Bangkok will include benefit, quality, brand, packaging, size and taste at a high level ( x = 3.69). The overall attitude of fresh milk consumers in Bangkok, Thailand was very high ( x = 3.75). Based on hypothesis testing results, it is assumed that assumptions are accepted to guide the development of production management.

References [1] X.G. Yang and Andersen (2016).“The advantages and measures of constructing transportation strategic for chain marketing enterprises”, American Journal of Industrial & Business Management, vol. 6, pp. 41-56.

[2] Y. Gu, S. C. Gao. (2016). “Analysis on the logistics cost control of self-logistics in the SMEs business enterprise”, American Journal of Industrial and SMEs Business Management, vol. 6, pp. 1113-1121.

[3] Chaudhuri, A., and Holbrook, M. (2014). “The chain of effects from brand trust and brand affect management performance”, Journal of Marketing Business Management. vol. 65, April : pp. 81-93.

[4] Chiou, J. S. and Droge. (2016). “Service quality management, investment cost, and expertise: Direct and indirect effects in a satisfaction-loyalty framework.” Journal of the Academy of Marketing Science, vol. 4, pp. 613-627. Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Business, Management and Accounting, May 2018, Page 303-308 www.iseec2018.kbu.ac.th The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

Exploring Investment Cost and Return in Elderly Care Business Venture in Thailand Ithikorn Khamdej1, Sutthiwan Kanlaya2, Jithvaree Khamdej3, Piyachat Puangniyom4, Nuchanart Komolnila5 and Piraporn Konkhum6 1Prof.Ph.D Programme on Public Policy and Management, Kasem Bundit University, [email protected] 2 Lecturer, Faculty of Business Administration (Accounting), Kasem Bundit University, [email protected] 3Assist. Prof., Mahidol University, [email protected] 4 Chairperson of Hotel Management (International Program), Kasem Bundit University, [email protected] 5 Faculty Member of Hotel Management (International Program), Kasem Budit University, [email protected] 6 Faculty of Business Administration, Kasem Bundit University, [email protected]

ABSTRACT Given present demographic trends, Thailand Elderly care business has been continued to grow along with increasing longevity, shifts in morbidity, changing social, demographic and economic patterns in the family. This paper explored the investment cost and return from venturing into Elderly care business, to determine whether it is worth investing from the economic point of view. Data were extracted from structured interviews among 50 entrepreneurs of Elderly Care Business Centers in Bangkok. We analyzed reported findings of the magnitude and statistical significance of the cost–return association through Payback Period (PB), Net Present Value (NP), Internal Rate of Returns (IRR), and Return on Asset (ROA), Return on Equity (ROE), Benefit Cost Ratio (B/C), Operating Profit Margin (OPM) and Net Profit Margin (NPM). The results of this study suggested the initial investment costs of 5,000,000 baht, whereas the first year sale cost amounted to 6,508,331.88 baht, and sale volume of 7,860,000 Baht. The Payback Period (PB) was 3 years and 4 months, with the findings of positive Net Present Value (NPV). Moreover, the Internal Rate of Returns (IRR), Return on Asset (ROA), Return on Equity (ROE), Benefit Cost Ratio, Operating Profit Margin (OPM), and Net Profit Margin (NPM) were 15%, 7.57%, 13.49%, 1.0778, 25.76%, and 16.39%, respectively. Although, each of these methods had its advantages and drawbacks, and the exact value of the project can only be known after its completion, this study have shown the favorable return, investment possibility and values worth investing.

Keywords: Cost, Investment Return, Business Venture, Elderly Care Center

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Problem Statement Thailand is currently experiencing the surge of older population with 9.4 million people or 14.5% of total populations 64.5 million are over 60 years old, which means that Thailand is in Ageing Society. To put things in perspective, this is a society in which the number of elderly over 60 years old per population of all age group living in the same area maintains equal or above 10 percent and 7 percent for population over 65 years old in similar condition. As of 2016, 11% of the Thai population (about 7.5 million people) are 65 years or older, compared to 5% in 1995. By 2040, it is projected that 17 million Thais will be 65 years or older – more than a quarter of the population. Thailand will then be a society with number of elderly over 60 years old per population of all age group living in the same area maintain equal or above 20 percent and similar situation with population over 65 years old. In other words, there is one elderly in every five people. As the number of elderly to the population keeps on increasing rapidly and continuously, the ever changing socio- economic is also influenced the demand on products and services for elderly. At the same time, this demographic shift will position Thailand as a provider of services to the growing elderly population across the region. Although the care of elderly in Thailand is mainly within the family, with an increasing elderly population as contrast to decreasing in number of work age, making children spend more time working and less time caring for the elderly. Moreover, trend is rising for more Thais elderly living alone due to less desire of having children. Nonetheless, changes that comes with modernization is leading to an increase in nursing homes and benefited from Ageing Society. The rapid increase in the proportion of the older population implies a sharp increase in the size of the elderly population ( Table 1) Table 1 Projected trends in selected demographic measures of the population aged 50+ years in Thailand.1980-2050 Year Age 50+ 60+ 65+ 70-79 1990 15.0 7.4 4.7 2.1 2000 18.0 9.4 6.1 2.7 2010 21.4 10.8 7.4 3.5 2020 28.8 15.2 10.1 4.4 2025 32.6 18.1 12.3 5.5 2050 41.4 29.6 23.0 10.8 305 Ithikorn Khamdej et al. / Proceeding – Social Science (2018), Page 303-308

The author is then interested in conducting the feasibility of investing in elderly care business prior to making commitment, starting with identifying the targeted group, positioning services, locating business location, forecasting investment and operation cost for refurbishing and procuring equipment, cost for providing service, public utility, and personnel cost, including monthly income. All these acquired information will be the basis for investment decision and the direction for successful business operation. More studies should focus on investment cost and return on elderly care business in Thailand.

Objectives 1. To study relevant data on investment budget for long-term elderly care business. 2. To analyze the cost and return from investing in long-term elderly care business.

Research Scope and Methodology The research scope is specified as follows: Step 1: Study budget details investment, income and operating cost on elderly care business. 1. Identify key informants comprised of 50 entrepreneurs of elderly care facilities selected through Purposive Sampling among 150 training participants in the elderly care business project not exceeding 5 million baht in Bangkok area , Business Development Department, Ministry of Commerce. 2. Research instruments consisted of questionnaires related to financial plan and interview on elderly care facilities as well as finding reliability in Data Triangulation, Investigator Triangulation, and Theory Triangulation. 3. Data were collected through the In-depth Interview among the business entrepreneurs of elderly care facilities to study absorbed cost and other operating expenses, including the business return. 4. Synthesis and analysis data were conducted with Patmatching by constructing summary from acquired data for making comparison with previous Theory and research and presented descriptive statement and tables. 306 Ithikorn Khamdej et al. / Proceeding – Social Science (2018), Page 303-308

Step 2: Prepare assumption on incomes, expenses, financial statements for Benefit- Cost Analysis by conducting the feasible study from research summary in step 1, coupling with the concepts and theories from literature review involving in the following areas: 1. Estimation of absorbed and investment cost. 2. Estimation of project return from analysis and calculation of Mean as data on expenses and incomes for preparation of the Financial Statements, and Cash Flow report. The acquired data were subjected Benefit-Cost analysis as the criteria to make investment decision. These factors are Payback Period. Benefit-Cost Ratio, Net Present Value and Internal Rate of Return. The author quoted the Minimum Retail Rate of many top Commercial Banks that has been applied with SME entrepreneurs and regular lenders of 7.5%.

Results:

Part 1: The findings from studying investment structure reveal that Majority of elderly care facilities engaged fundamental medical and nursing knowledge. Number of elderly care facilities located mainly in Bangkok area or big cities, starting from single homes, commercial buildings and the constructed building from Bank loan by the business owners themselves. Additionally, Bank loan was used for refurbishing and extending facilities, purchasing equipment and 5-10 beds for initial operation with the plan to acquire more beds when the customers demand increase. The amount of initial investment varied depending on type of facilities and living areas, roughly 2-5 million baht, enabled to support 25-40 beds to support elderly. Total 50% of investment amount can be used for refurbishing facilities and system management such as electrical Installation, air-conditioning, and landscape architecture, whereas the other 30% can be spent on the medical and in-house equipment such as electrical and regular patient beds, wheelchair, Personal care equipment and other medical equipment. The remainder reserves for personnel expenses at various levels such as Doctors, Nurses, Physical Therapists, Occupational Therapists, Nurse aid, Accountant, Housekeeper, Security guard and Operating Money 4-6 months. - Assumption on revenue from Short Stay and Long Stay 6,204,800 Baht /year - Assumption on expenses consisted of salary and medical materials 5,278,000 Baht /year 307 Ithikorn Khamdej et al. / Proceeding – Social Science (2018), Page 303-308

Project Evaluation Measures. NPV 1,065,089 baht IRR 13% Benefit Cost Ratio (B/C) 2.3104 Return on Assets (ROA) 10.26% Return on Equity: (ROE) 12.62% Net Profit Margin (NPM) 9.31%

Research Discussion The findings from conducting the feasible study related to investment on elderly care facilities in Thailand among the entrepreneurs of elderly care facilities in which data derived from the in-depth interview. The acquired data were the basis to formulate assumption for absorbed cost, selling cost, estimated income from project in which to be used in the Ratio Analysis and the Internal Rate of return. It was found that the Net Present Value (NPV) at the year 20 equaled to 1,065,089 baht and the Internal Rate of Return (IRR) at year 20 equaled to 13%, with the Payback Period (PB) 7 years and the initial profitability ratio at year 20 equaled to 14.94% . Considering all available facts, this project meets the investment criteria due to positive NPV and higher IRR than other investment. Moreover, the required investment amount is not too high in contrast to the market demand because it is clearly seen that Thai social structure gradually transforming from Ageing Society to Aged Society. Currently, number of elderly in Thailand over 65 years old has reached 10% of total population or higher than 7 million people, and by the year 2040, Thai elderly will increase to 17 million people, much more than 1 out of 4 of the entire population in the country. Such trend would support the quick expansion of elderly care business, judging from increasing number of long-term elderly care facilities which in turn reflecting the number of disabled elderly and elderly in need of care services. Therefore, elderly care business is one of businesses worth investment. 308 Ithikorn Khamdej et al. / Proceeding – Social Science (2018), Page 303-308

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Akanit Chaichalermsak, Thirawat Chuntuk (2016). A Study of Cost and Return on the Elderly Care Center Business in Thailand. Veridian E-Journal, Silpakorn University Karen Berman, Joe Knight. (2008). Financial Intelligence for Entrepreneurs: What YouReallyNeed to Know About the Numbers. Business Literacy Institute, Inc. Zahirul Hoque. (2005). Handbook of cost and management accounting. Spiramus Press, Ltd. Denzin N. (2006). Sociological Methods: A Sourcebook. Aldine Transaction. (5th edition). Elderly Care Services (2018). Retrieved from https://www.chaladsue.com/article/79 Thailand Economic Monitor - June 2016: Aging Society and Economy (2018). Retrieved from http://www.worldbank.org/en/country/thailand/publication/thailand- economic-monitor-june-2016-aging-society-and-economy Older Population and Health System: A profile of Thailand.(2018). Retrieved from http://www.who.int/ageing/projects/intra/phase_one/alc_intra1_cp_thailand.pdf

Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Business, Management and Accounting, May 2018, Page 309-324 www.iseec2018.kbu.ac.th The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

Identifying the Effects of Behavior of Mobile Banking Applications on Customers: Comparative Study between Baby Boomers, Generation X and Generation Y Veerawat Phumpayom1, Ithikorn Khamdej2, Songkran Kaencherdchoo3, Senee Suwandee4, Vorravee Pattaravongvisut5 and Anuchama Toobkaew6 1,2,3,6 Faculty of Business Administration, Kasem Bundit University 4 Vice President for Planning and Development, KASEM BUNDIT UNIVERSITY 5 International Program, Faculty of Business Administration, Kasem Bundit University,

ABSTRACT As the world has gone globalized with new technologies, we are witnessing the technological revolution in almost every sector and banking sector is no exception. Today, technology plays a vital role in banking industry by providing the secure environment for customer transactions. This comparative study aimed to identify influential factors on Mobile Banking users by observing attitudes and concerns of Baby Boomers, Generation X and Y in Bangkok Parameter as well as exploring demographic factors, and factors affecting users’ confidence using Mobile Banking to handle daily financial transactions. The computerized program was used to further analyze the data collected from 400 research participants. In this research, Descriptive Statistics Mean and Percentage as well as Correlation Analysis were employed. The findings from questionnaire samples comprised of 134 baby boomers, 133 generation X and 133 generation Y. The results revealed that majority of samples were females, graduated from upper-secondary level and lower than bachelor degree, mostly earned less than 15,000 baht monthly income, married and preferred services at Kasikorn Bank. As for attitude towards the use of Mobile Banking, the comparative findings were as follows: 1) A comparison of attitudes towards confidence in using mobile banking services among the largest groups in each area found that Generation Y was the most confident group to use for convenience and speed, and able to use 24 hours a day. Transfers between accounts: Generation Y. Payment on goods, utilities: Generation Y. Payments for the cost of food / hotel costs: Generation Y, and using many functionalities on mobile: Generation Y. 2) A comparison of the most concerned factor in using mobile banking replacing the cash. The

310 Veerawat Phumpayom et. al. / Proceeding – Social Science (2018), Page 309–324 strongest level of confidence (not worrying) was Generation Y. If bank may not be responsible for any damage that may occur: Generation Y. The criminals to use: Generation Y. The system and the service were not precise: Generation Y. The security of Login to system: Generation Y. 3) A comparison of the confidence in using financial services through the Bank's Mobile Banking showed that the Generation Y ranked the highest followed by Generation X and Generation B respectively. 4) The study showed that individual factors of generation Y, X and B had relationship towards confidence in the use of mobile banking services. There were two main factors that affected the attitude: Convenience and Speed, 24 hours availability and can be paid for Food / hotel expenses. There were 4 concerns about the use of the service: 1) security in using their online accounts, 2) the bank's liability when damage occurred, 3) the data muggers and 4) the security of login.

Keywords: Mobile Banking, Generation B, Generation X and Generation Y

1. Introduction Gen-Y or Millennial, who were born between 1980 and 1997, grew up in the midst of change and had different values from their grandparents and their parents. However, they took the advancement of technology and the Internet into the living. Children in this age are well educated and have a habit of expression. There is a high self-confidence, do not like being forced. They like to consume and update news through a variety of channels, independent thinking, dare to ask question and things which they are interested. They are very international. Look at the popular culture of foreign artists. Gen-X or may be referred to as "Yuppie", which stands for Young Urban Professionals. A group of this generation was born during the year 1965-1979, or because they were born in the era when the world was rich. So live comfortably. Growing up with the development of video games, computers, hip hop music style and may watch the black and white TV. Nowadays people in the Gen-X are working people. They are 39 years olds, and the behavior of this group is very distinctive. They focus on work-life balance, have ideas and work in all know-how. They do everything alone as their own and have a wide open minded creativity Gen-B or Baby Boomers refer to a group of people born between 1946-1964, the era of the end of World War II, the country had been heavily damaged. The remaining people in

311 Veerawat Phumpayom et. al. / Proceeding – Social Science (2018), Page 309–324 each country must accelerate the restoration of the country back to strength. People in boomers are people who are 54 years old and older and they start to be old age. This group is a living person to work, respect rules, and have a high tolerance, dedicated to work and organization, hard workers. They try to think and do as yourself, as a boss, and be taught by the family to be economical, to spend it carefully, and be cautious. Mobile Banking and Internet Banking are financial transactions through the Internet on your smartphone or PC computer. All financial transactions made through Mobile Banking are accurate and the same as transactions through ATMs and counters nationwide. Account balance inquiry. View transaction history. Watch the past services offered by the Bank such as: Money Transfer / Purchase Products and services. We can send SMS to transfer money to recipients and save the record free of charge (mobile ATM). Other transactions can be the extra functions which facilitate users from the different banks. When technology is involved in the development of various areas. The bank is not limited to traditional services. The bank has changed its functions according to technology. And the services of the bank in the future with the innovation on the mobile are more active.

2. Research Objectives 2.1 To compare attitudes and concerns regarding the use of mobile banking services among Generation Y, X and B in Bangkok. 2.2 To study the individual factors of generations and the relationship affecting the confidence in the use of mobile banking services.

3. Purposes of the Study 3.1 To identify attitudes and concerns regarding the use of mobile banking services among Generation Y, X and B in Bangkok. 3.2 To identify the individual factors of generations and the relationship affecting the confidence in the use of mobile banking services among Generation Y, X and B in Bangkok. 3.3 To establish information to improve financial services via Mobile Banking of commercial banks in Thailand that have different relationship of confidence among different group of generations.

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4. Research Methodology This type of research, Quantitative research 4.1 Population and sample The population is the customers of banks. The sample was a group of customers who used banking services in Bangkok area. The researcher did not know the true number of the population. Therefore, the researcher used the method of calculating the sample size using the W.G. Cochran formula. The researcher defined the proportion of the population by 50%. The sample size was not less than 385. The sample size was 400 samples. 4.2 Sampling Method The number and exact list of the population can not be determined. Researchers have chosen to use non-probability sampling. The researcher used a quota sampling technique from the customers of Generation Y, X and B groups, divided into three groups. The sample size was 133 samples. The total number of questionnaires was 400 samples, which was higher than the minimum sample size calculated from W.G. Cochran formula. The information was collected from questionnaire from the Bank of Thailand during December 2017 to January 2018.

5. Data Collection The tool used to collect data was Questionnaire for the mobile banking customer. It has been developed to cover the objectives of the research. The details are as follows: Part 1: Demographics and Behavioral Sciences. It is a closed-ended form. Part 2: Attitude Scale for Mobile Banking: Attitude Scale Part 3: Facts about using Mobile Banking instead of cash. Question style is Attitude Scale. Part 4: Information about the confidence in using financial services via the Bank's Mobile Banking. The question is Attitude Scale.

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6. Data Analysis Data were analyzed using statistical program application. The statistics used to analyze data from the questionnaire were frequency, percentage, mean, standard deviation, minimum, maximum, and correlation, using statistics regression analysis.

Thinking framework in our research

Independent Variables

Demographic factors Dependent Variables Generation Y, X and B Group Confidence in using financial services

Attitude factor through Mobile Banking

Concerns factor

7. Result and Discussion

Part 1 Demographic factors

Table 1 Number and Percentage of Demographics using Mobile Banking Services of Generation Y, X, and B. Subjects in Bangkok Metropolitan Area

Demographic information Number Percent 1. Gender Male 152 38.0 Female 248 62.0 Total 400 100 2. Status single 153 38.3 Married 192 48.00 Widow / Divorced 55 13.8 Total 400 100

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Demographic information Number Percent 3. Age 20-25 years 120 30.0 Gen Y 26-31 years 8 2.0 32-37 years 6 1.5 38-43 years 61 15.3 Gen X 44-49 years 54 13.5 50-52 years 18 4.5 53-58 years 56 14.0 Gen B 59-63 years 55 13.8 64-71 years 22 5.5 Total 400 100 4. Education Undergrad Degree 206 51.5 Bachelor degree 167 41.8 Postgraduate 27 6.8 Total 400 100 5. Occupation Business Owners 49 12.3 Pensioner 22 5.5 Private employee 75 18.8 Housekeeper 33 8.3 freelance 70 17.5 Do not work 151 37.8 Total 400 100 6. Average income per month Less than 15,000 Baht 181 45.3 000,15 – 000,25 Baht 131 32.8 000,25 – 000,35 Baht 45 .311 000,35 – 000,45 Baht 20 5.0 More than 45,000 Baht 21 5.3 Missing 2 0.5 Total 400 100 Using Services Behavior information Number Percentage

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7. Using the Bank's Mobile Banking service Never use Mobile Banking 150 37.5 Kasikornthai Bank 157 39.3 SCB 54 13.5 Bangkok Bank 12 3.0 Krungsri Bank 2 0.5 Krung Thai 17 4.3 Other banks 8 2.0 Total 400 100 8. Number of times using Mobile Banking per month never use Mobile Banking 150 37.5 Less than 3 times 26 6.5 3-5 times 90 22.5 more than 5 times 134 33.5 Total 400 100

Table 1: Demographic and Behavioral Interpretation of Mobile Banking. Subjects are Generation Y, X and B in Bangkok Metropolitan area using distribution number and percentage number of 400 persons classified by variables as follows 1. Gender: users of Mobile Banking of Generation Y, X and B group in Bangkok. Most of them were female. 248 persons in sample were 62.0 percent and 152 were male. Percentage of male was 38.0. 2. The marital status of the mobile banking services users of the Generation Y, X and B group in Bangkok. Most of them had a married couple (number 192), accounted for 48.0 percent, followed by a single status number of 153 persons, representing percentage of 38.30. Divorced/Widowed were 55 people accounted for percentage of 13.8, respectively. 3. Age group of people using the Mobile Banking services of the Generation Y, X and B group in Bangkok metropolitan area were mostly aged 20-25 years, 120 persons with the percentage of 30.00. Then followed by 38-43 years old, there were 61 persons with percentage of 15.3. Next was the age of 53-58 years with 56 persons, percentage of 14.0. Age of 59-63 years, consisted of 55 people, with percentage of 13.8. 44-49 years with number of 54 people with percentage of 13.5. Age 64-71, with 22 persons, with percentage of 5.5. Age

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50-52, with 18 persons, accounted for 4.5 percent. Age 26-31 with 8 persons, percentage of 2.0 and the last group was 32-37 years old, with 6 people, with percentage of 1.5. 4. Education. The sample of Mobile Banking of Generation Y, X and B in Bangkok. 206 students had undergraduate degree, representing the percentage of 51.5, followed by 167 persons who had the Bachelor's degree with the percentage 41.8 and 27 graduates with percentage 6.8 respectively. 5. Career. The sample of Mobile Banking of Generation Y, X and B in Bangkok. Most of them were not professionals, 151 people with the percentage of 37.8. Secondly, 75 private employees accounted for Percentage of 18.8. Next, 70 independent occupations accounted for 17.5 percent. Next, 49 business owners accounted for Percentage of 12.3. Next, the number of housekeepers was 33, representing percentage of 8.3. And finally 22 pensioners with the percentage of 5.5, respectively. 6. Income of mobile banking services users of Generation Y, X and B people in Bangkok. Most of them earned less than 15,000 baht. The number of 181 people accounted for the percentage of 45.3. Secondly, 131 people with an income of 15,000-25,000 baht which accounted for the percentage of 32.8. Next, 45 people with an income of 25,000 - 35,000 baht, which accounted for the percentage of 11.3. Next the number of 21 people with an income of more than 45,000 baht accounted for 5.3 percent aND finally, the number of 20 people with an income of 35,000-45,000 Baht accounted for 5.0 percent. 7. The sample banks using the mobile banking services of the Generation Y, X and B group in Bangkok. Most of them used the KBank service with the number of 157 people, which was the Percentage of 39.3. Subsequently, Siam Commercial Bank with the number of 54 people represented the percentage of 13.5. Next, Krung Thai Bank with the number of 17 people representing percentage of 4.3. Next, the Bangkok Bank with the number of 12 people accounted for 12 percent. Next, the other 8 banks accounted for 8 percent. The Krungsri Bank with the number of 2 people, accounting for the percentage of 0.5, respectively. 8. Number of times using Mobile Banking per month for Generation Y, X and B in Bangkok. The number of 134 Mobile Banking users used more than 5 times which accounted for 33.5 percent. Secondly, the number of people was 90 with the percentage of 22.5. And

317 Veerawat Phumpayom et. al. / Proceeding – Social Science (2018), Page 309–324 the last group with 26 people used less than 3 times, accounted for 6.5 percent, respectively.

Part 2: Comparison of Attitude towards Mobile Banking Interpretation of Mobile Banking usage data on each aspect of Mobile Banking usage by using the criteria for analysis and interpretation of data as follows: The average of 4.21 - 5.00 means the confidence in the highest level of service quality. An average of 3.41 - 4.20 indicates a high level of confidence in service quality. An average of 2.61 - 3.40 means that the confidence in the level of service quality is moderate. Average of 1.81 - 2.60 means less confidence in service quality. The mean of 1.00 - 1.80 means the confidence in the lowest level of service quality. Table 2 Average and Standard Deviation Attitudes of Mobile Banking Users of Generation Y, X and B in Bangkok Attitude to Generation Y Generation X Generation B Mobile Banking Average Standard Level Average Standard Level Average Standard Level Mean Deviation Mean Deviation Mean Deviation 1. Convenience 4.32 1.174 The Most 2.70 2.164 Moderate 1.12 1.891 Lowest and speed are available 24 hours. 2. Transfer 4.07 1.264 High 2.62 2.080 Moderate 1.11 1.865 Lowest between accounts 3. Payment of 3.87 1.314 High 2.52 1.991 Low 1.05 1.733 Lowest goods and utility 4. Payment (Food / .3 25 1.329 Moderate 2.38 1.995 Low 0.92 1.615 Lowest hotel) 5. Multi-functions .3 63 1.193 High 2.47 2.025 Low 1.10 1.862 Lowest to use.

Note: This research uses 5-point scale, with scores of 1 = lowest score and 5 = highest score.

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Table 2 Analysis and interpretation of data on attitude comparison in mobile banking behavior of Generation Y, X and B population in Bangkok The confidence in the level of service quality of the bank. 1. In terms of convenience and speed for 24 hours, Generation Y was believed to be the most mobile banking operator with average score of 4.32, followed by Generation X with average mean of 2.70 2. For the transfer of money between accounts, Generation Y had the highest confidence in using Mobile Banking, with average mean of 4.07, followed by Generation X with average mean of 2.62. 3. Payment for goods. Utilities. It was found that Generation Y had the highest confidence in using Mobile Banking. Average mean was 3.87, followed by Generation X with average mean of 2.52. 4. Payments. The cost of food / hotel expenses were found to be the highest in Mobile Banking Group, with average mean of 3.25, followed by Generation X with average mean of 2.38 5. In terms of functionality, Generation Y had the highest confidence in Mobile Banking, with 3.63 average mean, followed by Generation X with average mean of 2.47.

Part 3 Comparison of Concerns Factor for using Mobile Banking, to replace Cash Interpretation of Mobile Banking data on each aspect of mobile banking concerns was based on the criteria used to analyze and interpret the data are as follows: Average Mean 4.21 - 5.00 means the confidence in the highest level of service quality. Average Mean 3.41 - 4.20 indicates a high level of confidence in service quality. Average Mean 2.61 - 3.40 means the confidence in the moderate level of service quality. Average Mean 1.81 - 2.60 means less confidence in service quality. Average Mean 1.00 - 1.80 means less confidence in the quality of service.

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Table 3 Average Mean and Standard Deviation. The most concerned factors in using Mobile Banking of Generation Y, X and B in Bangkok. Factors which users Generation Y Generation X Generation B concern about using Average Standard Level Average Standard Level Average Standard Level Mobile Banking Mean Deviation Mean Deviation Mean Deviation 1. Security in your .3 81 1.147 Most 2.31 1.872 Low 1.09 1.823 Lowest account 2. Bank may not be 3.34 1.337 Moderate 2.35 1.935 Low 1.07 1.793 Lowest responsible for any damages 3. Scammers use your 2.64 1.437 Moderate 2.33 1.957 Low 1.18 1.946 Lowest account 4. The system and 2.60 1.361 Low 2.19 1.859 Low 1.13 1.901 Lowest service is not accurate. 5. safety of Login in 3.80 1.279 High 2.38 1.980 Low 1.18 1.957 Lowest the system

Note: This research used 5-point scale, with score 1 = lowest score and 5 = highest score.

Table 3 Analysis and interpretation of the comparison of the most concerned factors in using Mobile Banking in cash generation of Generation Y, X and B people in Bangkok.

The confidence in the level of service quality of the bank. 1. On account security, Generation Y had confidence in mobile banking, with average mean of 3.81, followed by Generation X with average mean of 2.31. 2. Generation Y had the most confidence in mobile banking, with average mean of 3.34, followed by Generation X with average mean of 2.35. 3. For example, Generation Y had confidence in mobile banking, with average mean of 2.64, followed by Generation X with average mean of 2.33. 4. Generation Y had the most confidence in mobile banking, with average mean of 2.60, followed by Generation X with average mean of 2.19.

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5. Security As for Login Generation, Generation Y had the most confidence in mobile banking, with average mean of 3.80, followed by Generation X with Average Mean of 2.38.

Part 4 Comparison of Confidence in using the Bank's Mobile Banking service

Table 4 Average Mean and Standard Deviation of Confidence in Using Mobile Banking Services of Generation Y, X and B in Bangkok Metropolitan Area.

Confidence in using Generation Y Generation X Generation B Mobile Banking Average Standard Level Average Standard Level Average Standard Level Mean deviation Mean deviation Mean deviation

Confidence in the use of 4.13 1.116 high 2.53 2.010 low 1.05 1.804 lowest financial services via mobile banking of the most frequently used banks.

Note: This research uses 5-point scale, with score 1 = lowest score and 5 = highest score

Table 4 Analysis and interpretation of the comparison of financial data using Mobile Banking by Generation Y, X and B in Bangkok towards the confidence in the level of service quality of the bank. The most frequent use of banking services by mobile banking was found by Generation Y, with the mean of 4.13, followed by Generation X with 2.53. Part 5 Individual Factors Affecting the Relationships of the Confidence Using Mobile Banking.

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Table 5 shows relationships of individual factors among generations affecting the confidence in using mobile banking services. Chi-Square Tests Value df Asymp. Sig. (2-sided) Pearson Chi-Square 167.040a 10 0.000 Likelihood Ratio 189.046 10 0.000 Linear-by-Linear Association 143.955 1 0.000 N of Valid Cases 400 a. 6 cells (33.3%) have expected count less than 5. The minimum expected count is .67. From Table 5, shows the value of relation of individual factors affecting the confidence of using mobile banking services among Generations. It is found that: The individual factors of Generation Y, X and B related to the confidence of using financial services via mobile banking, which Assumption Sig. = 0.000  significant at 0.05.

8. Conclusion The participants in this study comprised 134 generation Y. and 133 generation X. The research found the majority of generation Y participants were female more than male. The marital status of the participants was married and the second most were single. Most of the participants were during the age of 20-25 and followed by 38-43. The education level of participants was primarily below bachelor’s degree while bachelor’s degree graduates were found as secondary. The most popular careers were private employee and freelancer respectively. The monthly income of the participants were chiefly below 15,000 baht, however the participants that earned during the range of 15,000-25,000 were commonly found. Kasikornthai Bank was the most chosen mobile banking service provider, followed by Siam Commercial Bank. The amount of use per month was frequently more than 5 times, and 3-5 times a month respectively. Comparisons in the use of mobile banking services 1) a comparison of attitude towards the confidence in utilizing mobile banking among generations, the results showed that Generation Y had the most confidence to use the service due to its portability,

322 Veerawat Phumpayom et. al. / Proceeding – Social Science (2018), Page 309–324 availability and speed. Generation Y had the highest confidence to use the service to transfer money between accounts. In terms of payment for goods and utilities, Generation Y was found to have the highest confidence. Generation Y had the most confidence to use the service for expenses (food/hotel). The use of mobile banking in terms of variety of functionality, Generation Y was found to have the highest confidence. 2) A comparison of concerned factors in the use of mobile banking service in place of cash found generation Y had the highest confidence (least concerned) in account security, risk of none possible loss/damage assurance, data mugging, system malfunctioning and login security. 3) A comparison of confidence in the use of mobile banking via service providers found that generation Y had the highest confidence, and generation X and B respectively. 4) The study showed that individual factors of generation Y, X and B had relationship towards confidence in the use of mobile banking services.

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Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Business, Management and Accounting, May 2018, Page 325-338 www.iseec2018.kbu.ac.th The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

Impact of Brand Equity, Perceived Value and Relationship Quality on Customer Loyalty to Mobile Operating System in Bangkok Metropolitan Prapassorn Visesprapa Lecturer (Marketing), Ramkhamhaeng University, 2086 Ramkhamhaeng Road, Bang kapi, Bangkok 10240, E-Mail: [email protected]

ABSTRACT The objectives of this research are to explore the effects of perceived value, relationship quality and Brand equity which are critical for building customer loyalty on mobile Operating System (OS). The researcher employed quantitative research method and data was collected from 473 smartphone users and utilized the structural equation modelling with WarpPLS 5.0 software program. The results showed an insignificant direct effect of perceived value on customer loyalty. Furthermore, the results revealed the significant impact of relationship quality and brand equity on customer loyalty.

Keywords: Perceived Value, Relationship Quality, Brand Equity, Customer Loyalty, Mobile Operating System

1. Introduction The revolution of technological circumstances motivates business to be adaptive in order to receive new opportunity and challenge. The growth of smartphone market in many recent years encourages the market to provide services through mobile phone according to "Mobile First strategies" which designate to show extreme potentiality of smartphone [37]. In Thailand, there are approximately 90.7 million phone numbers used by users and over 17 million numbers amongst that amount of numbers are smartphone users [39]. All those users access the applications through the mobile phone for 80% meanwhile only 20% access through the browser. Apart from to support the growth of applications on the mobile phone, this also provides no interference on other types of technologies, for instance, 326 Prapassorn Visesprapa / Proceeding – Social Science (2018), Page 325-338 website, Facebook, Instagram or line application, which can be counted as a good opportunity to compound application with other previous technologies. Some achievements are derived from the mobile operating system which is convenient and uncomplicated to use. IDC [21] reveal Android and iOS dominated the market with 99.7% in 2017Q1. It basically has two choices: Android, or iOS. This is the way it's been for the better part of the decade. As for Thailand, the research in Feb 2018 showed the similarity of the ratio of market share. Android constitutes the highest share of the market followed by iOS [38]. Focusing on the number of users and potentiality in the competition, we cannot deny that iOS and Android operating systems are deserved to be observed. However, consumer not only considers the mobile OS itself, but also takes many other diverse elements, such as the brand image, brand quality, and brand awareness including customer’s loyalty towards the brand which takes an important role on customer’s future purchasing decision. As the results, commitment, trust, and satisfaction affect customer’s decision on reuse and repurchase of the device has been proved through many previous studies [1, 3, 10]. The objectives of this research are to interpret traditional customer loyalty in the context of mobile OS, to study the influence of perceived value, quality of relationship, value of brand towards the customer’s brand loyalty and to be fundamental function of strategy improvement and to plan the management in order to be suitable with current market circumstances.

2. Literature Review 2.1 Mobile OS Perceived value (PERVALUE): Zeithaml [43] defined perceived value as the consumers' overall assessment of the utility of a product based on a perception of what is received and what is given. According to Parasuraman and Grewal [32] explained when a customer received benefit from the seller, he/she sacrificed some value represent in monetary or non-monetary forms. In this study refers to three factors described below. 2.1.1 Perceived ease of use (ESYOFUSE) is defined as the degree to which a person believes that using a particular technology would be free of effort [13]. Both mobile operating systems, iOS and Android, will be developed User Interface (UI) for easy operation 327 Prapassorn Visesprapa / Proceeding – Social Science (2018), Page 325-338 with user [20]. Prior study of technology has found the significant impact of perceived ease of use lead to user acceptance [25-26] and loyalty [40]. 2.1.2 Perceived usefulness (USEFUL) is defined as the degree which person believes that using a particular technology will enhance his performance [13]. The previous study pointed out perceived value is contributed from user experience including perceived ease of using the technology [25-26]. Afterward, that attitude leads to user satisfaction and affecting to users’ acceptance [25-26] and customer loyalty [13]. 2.1.3 Perceived enjoyment (ENJOY) is defined as the extent to which the activity of using any technology is perceived to be enjoyable in its own right, apart from any performance consequences that may be anticipated [14]. On the other hand, when users enjoy using the particular technology, they will have a positive attitude and more frequently than other users, who don't enjoy that technology [10, 15].

Hypothesis 1: The perceived value of a mobile OS will have a positive relationship with the customer loyalty. Hypothesis 2: The perceived value of a mobile OS will have a positive relationship with the relationship quality.

2.2 Relationship quality (RELAQUAL): is very important for conditions where customers face intangibility or lack of familiarity [9]. Yang, Wu, & Wang [42] confirmation of a high relationship quality between customer and brand indicated by commitment, trust and satisfaction will be discussed in the coming sections. 2.2.1 Commitment (COMMIT): As pointed out by Shankar, Smith, & Rangaswamy [36], Loyalty is a commitment of customer dedicated to a seller, who has the effective response for his/her needs/wants. Commitment is considered as an important ingredient in successful relationships and playing an important role in the buyer-and-seller relationship literature [30]. 2.2.2 Satisfaction (SATISFAC) has a relationship with customer loyalty in many contexts [2, 42], and effects to behavior or intention to repurchase or reuse service from a provider. Satisfaction is generally defined as “the summary psychological state resulting when the emotion surrounding disconfirmed expectations is coupled with the consumer’s prior feelings about the consumer experience” [4, 12]. 328 Prapassorn Visesprapa / Proceeding – Social Science (2018), Page 325-338

2.2.3 Trust comes from experience and feeling of the customer, who needs to be assured that their interaction is confidential in that customer is able to trust that his/her lovely brand can respond to his/her needs in uncertain situations [8]. Previous research of relationship quality [7, 29] had discussed the inconsistent result of brand trust that depended on situation and context of the study.

Hypothesis 3: The relationship quality will have a positive relationship with the customer loyalty.

2.3 Brand equity (BEQUITY) is referred to smartphone producing brands, and is generally defined as “a set of brand assets and liabilities linked to a brand, its name and symbol that add to or subtract from the value provided by product or service to a firm and/or to a firm consumer” [1]. A review of the literature reveals the dimensions of brand equity is discussed as follows. 2.3.1 Brand awareness (BAWARE) refers to whether consumers can recall or recognize a brand, or simply whether or not consumers know about brand [1, 24]. Brand that consumers know is more likely to be a positive effect for a new product of this brand [6]. 2.3.2 Brand quality (BQUALITY) is defined as the consumer’s personal judgment about the overall quality of a product or service from brand [1, 24]. Hence, brand quality affects to brand positioning, pricing decisions or launch a new product under the same brand [1], including effect to brand loyalty and repeat purchase by the customer [11]. 2.3.3 Brand image (BIMAGE) is defined as perception about a brand as reflected by the brand associations held in consumer memory [24]. Brand image is associated between brand and memory of customer, including information from friend, family and commercial sources. They are evaluated into the favourability and keep it into the memory for particular brand that is not shared with other brands [24]. 2.3.4 Brand loyalty, (BLOYALTY) is a deeply held commitment to rebuy or re- patronize a preferred product/service consistently in the future, thereby causing repetitive same-brand or same brand-set purchasing [31, 23]. Hypothesis 4: The brand equity of smartphone producers will have a positive relationship with the relationship quality. Hypothesis 5: The brand equity of smartphone producers will have a positive relationship with the customer loyalty. 329 Prapassorn Visesprapa / Proceeding – Social Science (2018), Page 325-338

2.4 Customer loyalty (LOYALTY) constitutes the choice of selecting any operating systems to deserve their satisfaction which probably concentrates on the brand of that operating system. Constructing customer's brand loyalty helps maintain profit of organization [33] Loyalty customer are going to protect, recommend and pass on the information to other customers, including the consistent intention to support or purchase the brand that they are loyal to [22] comprise of 2.4.1 Word of mouth (WOM) is a behavior that reflects customer's loyalty [22] that this group of customer is going to spread the good information to others and protect the brand from any bad reputation [17, 35]. That will be conducted in the form of recommendation, suggestion or protection through the internet or social media [19]. 2.4.2 Willingness to pay (WILLING) means the trend that customer will consistently support the brand [35]. Therefore, in this research, the willingness to pay means the trend of consistent supporting the application or any services that offered through any operating system. 2.4.3 Price sensitivity (PRICESEN) means the customer's unconditional purchasing or no desire to change service provider [34] in the other words, the customer with brand loyalty will unconditionally purchase or support any applications or content from that operating system (such as font, image, graphic, animation or song) with a little higher price than other systems. In this paper, perceived value, relationship quality, and brand equity are considered as direct effect support for customer loyalty. Perceived value and brand equity are indirectly constructed for customer loyalty through relationship quality. Based on these hypotheses regarding the relationship between the constructs developed in the previous section, we propose the research model as illustrated in Figure 1

3. Method Previously validated measures were used in this research. Measurement of perceived value such as perceived ease of use, perceived usefulness, and perceived enjoyment adapted from [10, 13]. Relationship quality was measured by three factors adapted from [42]. Four factors for brand equity were adapted from [1, 24]. Customer loyalty had three factors adapted from [35]. 330 Prapassorn Visesprapa / Proceeding – Social Science (2018), Page 325-338

Mobile OS perceived value

H1 H2

Relationship Customer quality H3 loyalty

H4 H5

Brand equity

Figure 1. Research Model

In this research, we use the non-probability sampling technique to generate our target sample, because we cannot acquire the list of all people, called sampling frame, who have a smartphone in Bangkok area. When the probability of chosen is unknown, non-probability is more suitable than probability sampling. Consequently, Quota sampling is employed by using 210 respondents from iOS users and 263 respondents from android users. Table 1 Show demographic characteristics of the sample.

Table 1. Demographic characteristics of the sample Variables Sample Composition Gender Female 67.9% Male 32.1% Highest Education Level Bachelor Degree 80.5% Master Degree or above 19.5% Occupation Student 10.4% Government officer 16.5% Private company officer 63.0% Self-employed 08.2% Other 01.9% Age Mean= 29.82; Std.dev = 5.38; Range 22-53 331 Prapassorn Visesprapa / Proceeding – Social Science (2018), Page 325-338

4. Results PLS (WarpPLS 5.0), a component-based SEM technique was used for data analysis. All constructs in the research model were modelled as reflective because their measurements were manifestations of constructs

Table 2. Reliability, convergent and discriminant validity coefficients Inter-construct correlation and Constructs CR AVE PERVALUE RELAQUAL BEQUITY LOYALTY PERVALUE 0.869 0.689 0.830 RELAQUAL 0.907 0.765 0.684 0.875 BEQUITY 0.934 0.781 0.553 0.577 0.884 LOYALTY 0.824 0.610 0.415 0.608 0.415 0.781 VIF 2.022 2.624 1.631 1.603

As we can see in Table 2, the composite reliability (CR) for all constructs is greater than 0.70 and therefore suggest sufficient reliabilities [16]. The averages of variance explained (AVEs) are all greater than 0.50 and indicated adequate convergent validities. The square roots of AVEs (diagonal elements in Table 2) are larger than correlations among constructs (off-diagonal element in Table 2), which indicate sufficient discriminant validities of the constructs. Full collinearity variance inflation factors (VIFs) are all lower than 3.3 the existence of no multicollinearity in the model and no common method bias [18, 27]. Appendix A also shows cross-loadings, which is higher than 0.7, it’s indicating that all factors were measured on their own constructs. The overall construction of this research model is tested and well fit because the result of each criterion meets the range of acceptance as recommended [28] in the table below. (Table 3)

332 Prapassorn Visesprapa / Proceeding – Social Science (2018), Page 325-338

Table 3 Summary of Model Fit Model Fit Index Criteria Model Model Fit Index Criteria Model average path ≤ .05 0.329, Sympson’s ≥ 0.7 1.000 coefficient, APC P < 0.001 paradox ratio, SPR average R-square, ≤ .05 0.501, R-squared ≥ 0.9 1.000 ARS P < 0.001 contribution ratio, RSCR average adjusted ≤ .05 0.498, statistical ≥ 0.7 1.000 R-squared, AARS P < 0.001 suppression ratio, SSR average block ≤ 3.3 1.714 nonlinear bivariate ≥ 0.7 1.000 variance inflation causality direction factor, AVIF ratio, NLBCDR average full ≤ 3.3 1.970 collinearity VIF, AFVIF

As illustrated in figure 2 shows the results of the structural model. Most of our hypotheses has been confirmed except one (H1). For the consequence of Mobile OS perceived value, we found a significant relationship between mobile OS perceived value and relationship quality (H2 is confirmed). However, mobile OS does not have a significant impact on customer loyalty (H2 is not confirmed).

Mobile OS perceived 0.07 (ns)

0.52***

Customer Relationship quality 0.52*** loyalty

2 R2 =0.53 R =0.47 0.30*** 0.24*** Brand equity

Figure 2. Structural Model 333 Prapassorn Visesprapa / Proceeding – Social Science (2018), Page 325-338

As for the antecedents of customer loyalty, significant relationships between relationship quality and brand equity and customer loyalty were observed (H3 and H5 confirmed). Brand equity affects relationship quality significantly (H4 is confirmed). In general, the model explains a significant part of variances in customer loyalty on the mobile platform (R2 = 0.47), indicating the robustness of the research model. Mobile OS perceived value and brand equity jointly explain 53% variance in relationship quality.

5. Discussions: This paper links explicitly factors of mobile OS user experience measured by mobile OS perceived value (i.e. perceived ease of use, perceived usefulness, and perceived enjoyment), brand value factors indicated by brand equity (i.e. brand awareness, brand quality, brand image, and brand loyalty). These factors are affecting through long-term relationship factors measured by relationship quality (i.e. satisfaction, commitment, and trust), and customer loyalty factors indicated by willingness to pay, word of mouth, and price sensitivity. Using sample of smartphone users in Bangkok metropolis, our study confirms the research model. Almost hypotheses are confirmed and the model explains a significant part of variances in the relationship quality and customer loyalty on mobile OS. An interesting finding is that mobile OS perceived value does not influence customer loyalty directly. Instead, its impact on customer loyalty is fully mediated by relationship quality. Smartphone users do not focus only on values of mobile OS but they also integrate perception about relationship quality together with a perceived value of mobile OS, achieving a good relationship with a customer is a critical factor determining customer loyalty. Therefore, while mobile OS and mobile application developers are giving priority to the functionality and user-friendly of the OS, and non-functionalities perspective like an enjoyment factor, they should also take into the consideration how to fulfil customer's satisfaction, build trust, and long-term commitment to the mobile OS. Moreover, Brand equity is also significant direct impact on customer loyalty, and effect to the customer loyalty through relationship quality. Brand equity plays the important role in a prediction of customer loyalty on mobile OS. The result suggests that all mobile OS users regard on brand awareness, brand image, and brand quality of smartphone producers 334 Prapassorn Visesprapa / Proceeding – Social Science (2018), Page 325-338 such as Apple, Samsung, and Sony. Also, such perceptions may be attributable to their loyalty toward the brands. The finding of this research also has practical implications. First, relationship quality is very significant in influencing customer loyalty. Practitioners should work to satisfy customer, build trust, and promote customer commitment. Second, brand equity is confirmed to be an important factor in promoting customer loyalty. Smartphone producers should focus on an increase in brand awareness and brand image, improving brand quality and enhance the brand loyalty from customers. Third, high perception of mobile OS value is an effective way to maintain high relationship quality with customers. Practitioners should be a focus on functionalities including usefulness, free of effort, and enjoyable when customers use the OS.

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Appendix A: Loadings and Cross-Loadings PVALUE BEQUITY RELAQUAL LOYALTY perceived ease of use 0.809 0.394 0.439 0.243 perceived usefulness 0.905 0.490 0.628 0.393 perceived enjoyment 0.771 0.495 0.635 0.396 brand awareness 0.402 0.863 0.412 0.274 brand quality 0.522 0.921 0.513 0.337 brand image 0.539 0.919 0.535 0.357 brand loyalty 0.488 0.829 0.583 0.511 commitment 0.558 0.511 0.868 0.571 satisfaction 0.664 0.535 0.898 0.548 trust 0.570 0.468 0.858 0.476 price sensitivity 0.307 0.394 0.444 0.801 willingness to pay 0.196 0.205 0.356 0.795 word of mouth 0.478 0.376 0.635 0.745

Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Business, Management and Accounting, May 2018, Page 339-346 www.iseec2018.kbu.ac.th The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

Information Technology in Human Resource Management for Small and Medium-sized Enterprises Laksamee Thungwha1, Pranee Kongthanasamut2, Krod Songmuang3 and Chanapai tanaram4 1,2,3 Lecturer in Management, Faculty of Business Administration, Kasem Bundit University, e-mail: [email protected], [email protected], [email protected] 4Disciplinary Research Center of Science, Faculty of Science and Technology, Kasem Bundit University, e-mail: [email protected]

ABSTRACT The objective of this research is to study the of Information technology (IT) in Human Resource Management (HRM) for Small and Medium-sized Enterprises (SME) and to suggest the implementation Information technology in Human Resource for SME. Technology is primed for disrupting talent management and productivity, but improves the efficiency of the initial analysis that humans can do. The future of any human resource team is being connected to technological development and challenging, and it offers rooms for innovators inside and outside the industry to adapt new developments to create and redesign the workplace and employee experience. In this research, we endeavor to find the followings: IT in HRM for SME component of Human Resource Information Systems (HRIS), Electronic Human Resource Management (e-HRM) and Cloud Computing.

Keywords: Information Technology, Human Resource Management, Small and Medium Enterprise

1. Introduction

Human Resource Management is a process of making the efficient and effective use of human resources so that the set goals are achieved. Human Resource Management is “concerned with the people dimension in management. Since every organization is made up of people, acquiring their services, developing their skills, motivating them to high levels of performance and ensuring that they continue to maintain their commitment to the organization are essential for achieving organizational objectives. (Decenzo David A. & 340 Laksamee Thungwha et al. / Proceeding – Social Science (2018), Page 339-346

Stephen Robbins,1994) Essentially, the Human Resource Management (HRM) is a management function that deals with recruiting, selecting, training and developing human resource in an organization. Human resource management functions play a major role in enhancing organizational performance. (Rebecca Mitchell, Shatha Obeidat, and Mark Bray (2013). Technology and HRM have a broad range of influences upon each other, because Technology has changed the business world many times over. In the Information Age, the appearance of computers and the Internet has increased that impact significantly. The impacts of IT is that it enables the creation of an IT- based workplace. Before the Internet, HR recruiters had to rely on print publications, such as newspapers, to post jobs and get prospects for open positions but in the present technology has made recruiting more efficient. Training Information technology makes it possible for human resources professionals to train new staff. Training in virtual classrooms makes it possible for the HR professionals to train a large number of employees quickly and to assess their progress through computerized testing programs. The substantial benefits of communication and information technologies use HR applications. Managing the human resource functions has not ignored such advice and, as a result, a widespread use of human resource information systems (HRIS) has taken place. Human resource management function also emerged as a dominant organizational function, which has a significant effect on organizational functions and performance [Zheng, 2009]. The problem of Human resource Management in SME is concern about system not clear a matter of employee recruitment and selection, training, salary management or compensation. The development of employees this problem occurs with the enterprise, mostly small is no policy or that will be invested to develop employees. Information and Communication Technology) has become a significant deficiency, which is impossible to do business. Especially with SME relies on communication technology as a mechanism to create a growing business. Human Resource Information System (HRIS) is one of the major modern HR tools and implementation affects HR personnel job satisfaction and turnover intention. HRIS implementations influence the occupational identity of HR personnel. (Christian Maier Sven Laumer and Andreas Eckhardt, 2013). Technology has helped modify many HR processes, including human resource planning, recruitment, selection, performance management, workflow, and compensation. 341 Laksamee Thungwha et al. / Proceeding – Social Science (2018), Page 339-346

SME (Small-Medium Enterprise) sector has been playing a significant role in strengthening country’s economic progress. Managing talent in SMEs is another big challenge facing HR. Such as recruitment: recruiting the ‘right’ talent has emerged as one of the top challenges that HR has to face in their daily operations. Training and Development: for SMEs, relying on external vendors, is not always feasible mainly owing to budget constraints. Performance Appraisals: Performance appraisals are often not very structured or documented in SMEs mainly because of other structures like competency framework. Retention: In SMEs, retaining employees at the junior level is a challenge. HR needs to mainly focus on keeping employees engaged. Unclear role definitions, lack of career path or any perceived unfairness in the system can trigger thoughts of attrition among these employees. Purposes of the study The purpose of this study was to 1. To study what are the information Technology and the process of creating sustainable development. 2. To suggest implementation Information Technology in Human Resource for SME

2. Review of Literature Enterprise systems consist of numerous integrated applications including manufacturing, logistics, distribution, accounting, marketing, finance, human resources, and others. In this paper, we propose to use e-HRM and HRIS technologies based on cloud computing to share computing resources and support advanced features such as on demand payments in human resource management (HRM). Electronic Human Resource Management (e-HRM) is a reality today in many organizations, profit and non-profit, and is expected to create value for them. Understanding e-HRM as a concept that uses information technology for both networking and supporting different actors in their shared performing of HR tasks (Strohmeier,2007) allows us to classify ERM as one appropriate way of implementing e-HRM. In organization, managing human resources electronically become visible. It is obvious that HRM should react to such changes and align its strategies and activities , and search for adequate ways to recruit, 342 Laksamee Thungwha et al. / Proceeding – Social Science (2018), Page 339-346 develop, compensate, etc. such “digital employees” and moreover to integrate them with previous generations of employees. Value creation is a central concept in the management and organization literature (Lepak et al., 2007), but relatively new technology-driven phenomena such as e-HRM raise questions regarding value creation (Currie & Parikh, 2006) most importantly whether e-HRM creates value and how value created by e-HRM can be measured. Discuss a variety of aspects of HRM in this new digital age and therefore enhance the field by strengthening our knowledge on the factors affecting the use and outcomes of e-HRM and e- recruitment as well as considering the nature of the digital native workforce. A Standard HRIS has the following applications and utilities • People administration. • Payroll. • Compensation and benefit. • Leave and absence. • Performance evaluation. • Recruitment. • Personal self-service. • Training & development HRIS is essential for any good organization to ensure effective people management and to get a competitive edge in the corporate world HRM concern the basis HR activities in the administrative area. One could think of personnel data administration and salary administration (payroll) Second area, relational HRM, concern business process such as recruitment and the selection, training, performance management, appraisal, and rewards. Transformational HRM concern HRM activities with a strategic character.

343 Laksamee Thungwha et al. / Proceeding – Social Science (2018), Page 339-346

Function of Human Resource From Figure 1

Human Resource Acquisition Retention Separation - consult before retire - Evaluation - Exit Interview - Planning - Emplacement - separation - Recruitment - Training - Employee Relation - Selection - Discipline Job Analysis - Orientation - Compensation and benefit - Advice and ministration - safety and health

Feedback

The Environmental Law Equality in employment, wages and working hours, benefits and compensation, labor law, Law of health and safe

Figure 1: Process and Activity of Human Resource Management Apply from: Rakich, Longest, and Darr, (1996): Mondy ,(2015)

3. Conclusions

Summarizing theories on information technology component of Human Resource information system (HRIS), and electronic Human resource (e-HRM) base on cloud computing, the following conclusion is made. 1. e-HRM is, in essence, the devolution of HR functions to management and employees. 2. Cloud computing-based systems allow SMEs storing, accessing, and utilizing abundant data over clouds to improve the efficiencies of enterprise systems, reduce operational costs, and eventually achieve sustainability of manufacturing systems, Services system 344 Laksamee Thungwha et al. / Proceeding – Social Science (2018), Page 339-346

This paper is an attempt to understand of how small and medium-sized enterprises to manage their employees .technological capability in the preparation of the information systems, human resource management is not difficult and it cannot keep up but the ability to present information to the system as a top priority. It refers to the value of existing information that is worth much. Information may reduce costs of the SME. Sometimes these things are worth more than the monetary calculation, we can bring in various fields were analyzed together. So you can see that the information to be considered the ultimate decision of the Human Resource Management. Due to a recent analysis, synthesis, and screening of links based on data obtained from all levels of the organization in line with business objectives to senior management.

From the literature review, it was found that the SME can be used IT for selecting information helpful. Whether it is in planning, recruitment, development, maintenance, management, labor relations, and decisions, strategies, and at the same time, information can be used by all, anytime with internet access.

Cloud computing

Information technology in Human Resource for SME

Electronic Human Human Resource Resource Management Information System (e-HRM) (HRIS)

Figure 2: Model of Information technology in Human Resource for SME

345 Laksamee Thungwha et al. / Proceeding – Social Science (2018), Page 339-346

Information technology in Human resource for SME is concerned with Human resource information system that helps to access information quickly and timely .The data of information system assists in the planning and target in operation, because of the information is collected and managed systematically. e-HRM is, in essence, the devolution of HR functions to management and employees.e-HRM helps cost effective human resource agility , reduce cost , flexibility, safety and easy to use.

References

Aguinis, H. and Lawal, S.O. (2013). eLancing: a review and research agenda for bridging the science- practice gap. Human Resource Management Review, 23(1), 6-17. Bi ZM, Liu Y, Baumgartner B, Culver E, Sorokin N, Peters A, Cox B, Hunnicutt J, Yurek J, O’Shaughnessey S.(2015).Reusing industrial robots to achieve sustainability in small and medium-sized enterprises (SMEs). Int J Ind Robot 42(3), 264–273. Bondarouk, T.V. and Ruël, H.J.M. (2009). Electronic human resource management: challenges in the digital era. International Journal of Human Resource Management, 20(3), 505-514. Christian Maier Sven Laumer and Andreas Eckhardt.(2014).The transformation of people, processes, and IT

in e-recruiting Insights from an eight-year case study of a German media corporation. Employee Relations, 36(4), 415-431. Wendy L. Currie & Mihir A. Parikh.(2006). Value creation in web services: An integrative model. Journal of Strategic Information Systems ,15,153-174. Decenzo David A. & Stephen Robbins P.,(1994) Human Resources Management, John Wiley & Soans Inc.New York. Huub Ruël, Harry van der Kaap.(2012). E-HRM Usage and Value Creation. Does a Facilitating Context Matter. German Journal of Research in Human Resource Management, 26(3), 260-281. Kimia Ghaffari, Mohammad Soltani Delgosha and Neda Abdolvand Alzahra University, Tehran, Iran.(2014).TOWARDS CLOUD COMPUTING: A SWOT ANALYSIS ON ITS ADOPTION IN SMES. International Journal of Information Technology Convergence and Services (IJITCS)4(2),April 2014, 13-20. Parry, E. and Tyson, S. (2011), “Desired goals and actual outcomes of e-HRM”, Human Resource Management Journal, 21(3), 335-354. 346 Laksamee Thungwha et al. / Proceeding – Social Science (2018), Page 339-346

Rita Bissola & Barbara Imperatori.(2013). Facing e-HRM: the consequences on employee attitude towards

the organisation and the HR department in Italian SMEs: European Journal of International Management .7(4).

Rebecca Mitchell , Shatha Obeidat ,and Mark Bray (2013). Role of Human Resource Management Functions On Organizational Performance with reference to Kenya Power & Lighting Company – Nairobi West Region. International Journal of Academic Research in Business and Social Sciences April 2015, 5(4), 432-448. Rebecca Mitchell , Shatha Obeidat , Mark Bray.(2013).The Effect of Strategic Human Resource Management on Organizational Performance: The Mediating Role of High Performance Human Resource Practices. R. Wayne Dean Mondy.(2014). Human Resource Management, 13th Edition : Pearson. Stefan Strohmeier.(2013). Employee relationship management - Realizing competitive advantage

through information technology. Human Resource Management Review 23, 93–104. Strohmeier.(2007).HRM in the digital age – digital changes and challenges of the HR profession.Employee Relations, 36(4) Suchon Tiptipakorn Jirawan Kongklay and Chalermchai Kittisakwin3.(2018). Valaya Alongkorn Rajabhat University under the Royal Patronage. Vol.11,251- 260 Xiu Li Wang & Li Wang & Zhuming Bi & Yang Yang Li & Yingcheng Xu (2016). Cloud computing in human resource management (HRM) system for small and medium enterprises (SMEs).The international Journal of advance manufacturing Technology April 2016 , 84, 385 - 496. Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Business, Management and Accounting, May 2018, Page 347-352 www.iseec2018.kbu.ac.th The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

Promoting Agricultural based SMEs for Clustering, Branding and Good Practices for Sustainable Community: An "Udon Thani" Case Study Veeraphat Kritthanathip1,3, Senee Suwandee2, Ithikorn Khamdej1,3, Ingorn Tanphan4, Suttiwan Kanlaya1,5, Nungruthai Timyaingam1,6, Pongthon Roongcharoen1, Prathom Sutthiroj7, Apichart Thavewat7, Thanaporn Suesuan1, Leng Parnvichain1, Pongpan Punlertwongsakul8, Ratana Kun9,10, Pornchanok Rawengs11, Thanawut Wongdechathon1, Wanitra Taphowtong12, Manaskarn Insang12, Punyarat Wanthong12, Laksamee Thungwha5, Krod Songmuang5, Suchada Arunrat5, Chanphen Tonsakun-aree5, Veerawat Phumpayom5, Apichaya Sakdanoraset5, Chalermpol Waitayangkoon13 and Suriyan Cha-um1,11 1Innovation and Freetrade Business Institute (IFBI), Kasem Bundit University, Suan Luang, Bangkok 10250 Thailand, 2Vice President for Planning and Development, Kasem Bundit University, Thailand 3Prof. Ph.D Program on Public Policy and Management Graduate School, Kasem Bundit University, Thailand 4Graduate School, Kasem Bundit University, 5Faculty of Business Administration, Kasem Bundit University, Thailand 6Faculty of Engineering, 7Faculty of Architecture, 8Public Relations Department, Kasem Bundit University, Thailand 9Doctorate Degree Program, Public Policy and Management, Kasem Bundit University, Thailand, 10MeanChey University, Cambodia 11Department of Trade Negotiation, Ministry of Commerce, Thailand, 12Faculty of Communication Arts, Kasem Bundit University, Thailand 13Master of Publication Administration Programme, Kasem Bundit University, Thailand

ABSTRACT Organic farming has been identified as effective products not only for the consumer but also for the producers, which are move-forward with environmental sustainability policy. Based on this issue, governor of Udon Thani province kick-off this event as the major policy on “A major hub of organic products in North East region of Thailand”. The objective of this study was to select the model SMEs, regulate the best practices in business in term of novel product development, BMC validation, branding, packaging and launching novel products to nation markets. The agricultural sector i.e. rice producer, animal farming system, fisheries and mushroom grower were conjoined as well as the SMEs (in term of OTOP) were initially processed in the small scale as community provider, expanded products to other provinces. In addition, the organic premium products with meet requirements of Food and Drug Administration (FDA grant number in case of food products) were launch into modern trade supermarket as the real business sector with real competitiveness. In conclusion, the government policy, strategic planning, implementation and perception of social community may play a critical role as major key success of business atmospheres.

Keywords: Best Practices, Business Planning, Environmental Friendly Policy, Organic Products

 This paper is base on a project under the supervision and financial support of the Ministry of Commerce, Thailand. This project is an integrated project between the trade liberalization network and with many academic staff. 348 Veeraphat Kritthanathip et al. / Proceeding – Social Science (2018), Page 347-352

1. Introduction In 2013, total number of SMEs, 2.76 million enterprises in Thailand has been reported, leading to gain the net income for 4,450 billion THB or 37.4% GDP [1]. Therefore, the number of SMEs and GDP sharing is still sustained in statistical repots [2,3,4,5,6]. The key successes of SMEs compose of 1) SME characteristics, 2) entrepreneur characteristics, 3) overall management, 4) customers and markets, 5) products and services, 6) business strategic policy and cooperation, 7) resources and finance, and 8) external environments [7]. On the other hand, there have a large barrier in agricultural SMEs to be enhanced the knowledge management, infrastructure, marketing and innovation [8,9,10]. Organic farming has been well established not only for the consumer but also for the producer, which are identified as supply chain to be set as environmental sustainability policy. Based on this task, a governor of Udon Thani province kick-off the major policy on “A major hub of organic products in North East region of Thailand”. The objective of this research is to selected the model SMEs, regulate the best practices in business in term of novel product development, BMC validation, branding, packaging and launching novel products to real markets.

2. Methodology 2.1 Evaluation scoring assay Target SMEs in several provinces i.e. Udon Thani, Nakron Rachaseema, Chiang Rai, and Kampangpech were surveyed and score ranked in 4 strength strategies as 1) SMEs membership and registered practices, 2) Product readiness, 3) Market channel and distribution systems and 4) Best practices in overall management strategies. The highest score SMEs was selected to promote in the issues of product development, brand and logo creation, packaging, e-commerce learning and opened new markets in both traditional and modern-trade channels.

2.2 Business Model Canvas (BMC) implementation Business model canvas (BMC) was chosen as a novel tool to improve the overall targets and management strategies. The weakness in SMEs cluster verified and made the best solution in each member. In addition, the prototype of novel product, brand and logo 349 Veeraphat Kritthanathip et al. / Proceeding – Social Science (2018), Page 347-352 creation, package labeling, standardization and opened new markets in both traditional and modern-trade channels were implemented. 3. Results and Discussion The highest score of organic farming SMEs in Udon Thani was demonstrated (3.76 score or 94%) subsequently rice food products in Kampangpech was a second with 3.66 score (Table 1). Organic farming SMEs with certified IFOM in DOA Thailand was guaranteed the final products of the membership in Udon Thani. In addition, there was lacking on the value- added novel products with the solid marketing strategies [9]. Brain-storming, product positioning, market partner survey, site visiting and business planning in each leader group were done. Then, the workshops together with SMEs providing the basic knowledge on business competitiveness [10] were done in term of creative novel product, branding/logo, package labeling, nutritional composition assay (Fig. 1), and BMC validation and implementation (Fig. 2) as well as product comments and recommendation by stakeholders in the supply chain (Fig. 3) prior to launch the products into the markets.

Table 1 Score in each SMEs at Udon Thani, Nakron Rachaseema, Chiang Rai, and Kampangpech provinces. Data represents base on 9 expert committee scoring.

Provinces Registered Product Market Best practice Mean score SMEs readiness channels managements Chiang Rai 3.25 2.88 2.59 2.68 2.85 Kampangpech 3.44 3.81 3.90 3.48 3.66 Nakron Rachaseema 2.44 2.69 3.05 2.79 2.74 Udon Thani 3.84 3.94 3.86 3.38 3.76

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Fig. 1 Prototype of novel product, brand/logo and package labeling of organic SMEs products of Udon Thani model of good practices.

Key Partner: KP Key Activity: KA Value Position: Customer Customer VP Relationship: CR Segment: CS - Governments - Material stock - Bank financial - Processing and - membership and - Distributors sale make to order - local traders - Organic - hotel and Key Resource :KR products Channel: CH restaurants - Premium grade - government - Organic farming - traditional trade sectors membership - modern trades - hospitals

Cost Stream :CS Return of Revenue Stream: RS) - organic seeds investment - organic product cost - marketing budget - income - net income - labour cost

Fig. 2 Business Model Canvas (BMC) of organic SMEs at Udon Thani province. 351 Veeraphat Kritthanathip et al. / Proceeding – Social Science (2018), Page 347-352

Fig. 3 Product comments and suggestion by stakeholders in the supply chain.

4. Conclusion Process of SMEs development can using triangle strategic policies which are SMEs, academic sectors and government strategies. There have been well established as pyramiding project. In addition, the selection criteria for best practices of SMEs using the ranked score was a good channel, leading to find the model SMEs to be lift-up the competitiveness. Subsequently, the basic knowledge of novel product development, branding and packaging as well as gaining the requirements from stakeholders were implemented based on BMC tools prior to launch the product in the real market.

Acknowledgements The authors would like to sincerely thank to the Department of Trade Negotiation (DTN), Ministry of Commerce for funding source and Eddie Lun for grammatical checking.

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References [1] Punyasavatsut, C. (2008) SMEs in the Thai manufacturing industry: Linking with MNES. In Lim, H. (ed.), SME in Asia and Globalization, ERIA Research Project Report 2007-5, pp. 287-321. [2] Tambunan, T. (2008) Development of SME in ASEAN with reference to Indonesia and Thailand. Chulalongkorn Journal of Economics, 20, 53-83. [3] Wiboonchutikula, P. (2002) Small and medium enterprises in Thailand: Recent trends. Small Business Economy, 18, 213-226. [4] Charoenrat, T., & Harvie, C. (2013) Technical efficiency of Thai manufacturing SMEs: A stochastic frontier analysis. Australasian Accounting, Business and Finance Journal, 7, 99-121. [5] Charoenrat, T., & Harvie, C. (2014) The efficiency of SMEs in Thai manufacturing: A stochastic frontier analysis. Economic Modelling, 43, 372-393. [6] Charoenrat, T., Harvie, C., & Amornkitvikai, Y. (2013) Thai manufacturing small and medium sized enterprise technical efficiency: Evidence from firm-level industrial census data. Journal of Asian Economics, 27, 42-56. [7] Chittithaworn, C., Islam, A., Keawchana, T., Yusuf, D.H.M. (2011) Factors affecting business success of Small & Medium Enterprises (SMEs) in Thailand. Asian Social Science, 7, 180-190. [8] Kubíčková, L., Votoupalová, M., & Toulová, M. (2014) Key motives for internationalization process of small and medium-sized enterprises. Procedia Economics and Finance, 12, 319-328. [9] Tsekouropoulos, G., Andreopoulou, Z., Koliouska, C., Koutroumanidis, T., Batzios, C., & Samathrakis, V. (2013) Internet functions in marketing: multicriteria ranking of agricultural SMEs websites in Greece. Journal of Agricultural Informatics, 4, 22-36. [10] Klerkx, L. & Leeuwis, C. (2008) Matching demand and supply in the agricultural knowledge infrastructure: Experiences with innovation intermediaries. Food Policy, 33, 260-276. Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Business, Management and Accounting, May 2018, Page 353-364 www.iseec2018.kbu.ac.th The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

Satisfaction of the Foreign Students studying Abroad at Universities in Bangkok, Thailand Khin Ohnmar Kyaw1, Leslie Klieb2 and Elsabie de Beer3 1Graduate of the MBA program, Webster University Thailand, [email protected] 2Lecturer, Webster University Thailand, [email protected] 1 Empire Tower, 4th Floor (EM Space Zone), South Sathorn Rd., Yannawa, Sathorn, Bangkok 10120 3Lecturer, Webster University Thailand, Cha-Am campus, 143 Moo 5, Tambon Sampray, Cha-Am, Phetchburi 76120, Thailand, [email protected]

ABSTRACT This study examined the quantitative aspects of the satisfaction of foreign students studying aboard at universities in Bangkok. 102 university students in Bangkok were surveyed. Satisfaction with service quality, professors, and teaching, staff, campus life, facilities and activities, classmates, financial services, communication and expectations about the future was studied. The influence of satisfaction on affective loyalty (the willingness to recommend the university), was explored. Only a limited number of partial aspects influenced affective loyalty, mostly handling of financial aspects, the facilities, and the communication in the student environment, and not aspects like satisfaction about instruction or staff. The procedure to average all aspects into one (formative, index-type) variable was also discussed.

Keywords: Student Satisfaction, Study Abroad in Thailand, Survey, Quantitative Analysis

1. Introduction 1.1 Foreign students in Thailand In an increasingly globalized world, foreign students benefit both for themselves and for their host countries. Thailand is an attractive country for many students from South-East Asia to study abroad. Evidence collected in [1] points to the following factors that contribute to the choice for Thailand to do a study abroad: The presence of other students from the same country; relative proximity to the home country, important in (often occurring) homesickness; an affordable level of prices for tuition and living; the desire of parents to 354 Khin Ohnmar Kyaw et al. / Proceeding – Social Science (2018), Page 353–364 stay in close contact with the student; the presence of universities with a good reputation; the relative ease of obtaining visa and permits. The Thai Ministry of Education has a target of increasing foreign student numbers to 100,000 by 2022 [2] and to become a world-class regional education center in South-East Asia. In order to reach these goals, it is imperative that every university hosting foreign students performs at optimum level. Student satisfaction plays an important role in serving students effectively and in attracting prospective students. 1.2 Objective, Benefits, Scope and Limitations The goal of the study is to identify which factors affect foreign student satisfaction in Thailand, what is the relationship between satisfaction in certain areas and overall satisfaction, and the connection with affective loyalty, the feelings for the university. Positive feelings lead to recommendations to friends, family members, and others. The willingness to recommend is a standard operationalization of affective loyalty. Such recommendations are more believable than advertisements. The benefits of understanding satisfaction factors can support managerial interventions that can lead to increased numbers of students and contribute to becoming a world-class education center as desired by the Thai Ministry of Education. The scope of the study was limited to students studying in Bangkok and the sample consisted mainly of graduate students at 5 Universities. The limitation of the study is that for logistic reasons a relatively low (N=102) convenience sample was used, which might underrepresent students from some parts of the world. However, all reported relationships in this study are significant at the p=0.05 level or better, confirming a large effect size. The relationships studied here are general and can be expected to be independent of cultural or regional factors.

2. Literature Review 2.1 Satisfaction, Reputation and Affective loyalty Student satisfaction refers to the student’s perception or attitude towards the learning activities [3] and all other campus activities and experiences. For students abroad, it also includes activities and experiences that are not controlled by the university. In general, satisfaction about products or services or most anything else is influenced by the subjective 355 Khin Ohnmar Kyaw et al. / Proceeding – Social Science (2018), Page 353–364 evaluation of the quality of the product or service and the previous expectation about the quality according to Oliver’s of Expectancy-Disconfirmation Theory [4]. In a mathematical formulation, perceived subjective Quality and Expectation are antecedents of the dependent variable Satisfaction. The best estimate of their comparative importance follows from the estimates for their coefficients in a regression equation for satisfaction. The university’s product needs to meet the expectations of the customers. This is the significance of this type of research for the marketing department of universities. This work also uses a second theory from Oliver [4,5] about loyalty. For the type of research done here, Universities deliver services, which include education, entertainment, financial services, and so on, and have an image. The general theory posits that a person becomes loyal in a cognitive fashion at first, then reaches affective loyalty followed by conative loyalty, and finally becomes loyal in action. Cognitive loyalty is based on the perception of qualities formed by information or past experiences with the product. Affective loyalty is when a kind of attachment or attitude to the brand (the university’s brand) appears, which is based on pleasant experiences. Conative loyalty is a commitment or planning to repurchase. Action (behavioural) loyalty is a deep commitment to engage in repurchase when the need or opportunity arises. Action and conative loyalty are not relevant for this research. Therefore, only affective loyalty is studied. Affective loyalty is usually measured by the answers to survey questions about the willingness to give (spontaneous) recommendations to close friends or family. Such recommendations are very valuable to the university. Besides satisfaction, the image or reputation of the brand influences affective loyalty. The reputation of a firm may be interpreted as the overall perception of the brand, what it stands for, what it is associated with and what customers are supposed to receive when buying the products or using the services of the company [6-8]. As argued before, there is no difference in this aspect between universities and other providers of services. Reputation management, an aspect of the brand image of a university, is also looked upon as very important for attracting and retaining students [9].

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2.2 Conceptual Framework and Hypotheses Based on the literature review in section 2.1, this paper proposes the following model for the subjective total, overall rating of performance, the total, overall expectations, and total, overall satisfaction.

Figure 1 Conceptual Model

Seven different aspects of performance, expectation, and satisfaction were used as antecedents of the overall satisfaction of foreign students: 1. Service Quality; 2. University Professor and Staff; 3. University Activity and Facility; 4. Campus Life; 5. Communication with Classmates and Thai people; 6. Financial Service; and 7. Future Life Expectation. The aspects were chosen after informal qualitative interviews with some students. There are two ways to look at each “bubble”. First, total performance (expectation, satisfaction) is an independent construct. It can be operationalized by a suitable survey question like “Overall, how do you rate the …”. This is the way the model in figure 1 is depicted. The other way is to consider the aspects of each construct. One can zoom in into the performance, expectation, and satisfaction “bubble” as in figure 2 (very similar to how system analysts analyse a system)

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Figure 2. Seven aspects of three constructs.

3. Survey Design and Research Methodology The questionnaire had 8 sections. Demographic data was collected in the first section whilst the other sections inquired about satisfaction, quality, expectations, image, and loyalty. For each of the seven satisfaction aspects, a subset of questions was developed. Satisfaction was measured using a 5 point Likert scale anchored by "very satisfied (1) to "very dissatisfied (5)". Primary data was collected by way of hard copy and online questionnaires distributed to foreign students in Bangkok. A convenience sample was used. Students of the following 5 universities participated: Webster University, Assumption University, Siam University, Mahidol University and Asia Institute of Technology. Facebook and email were used to send out online questionnaires created on the Qualtrics website.

4. Data Analysis and Results Note: a much more extensive write-up [1] is available from the second author, L.K.

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4.1 Demographics 102 usable surveys were received. The SPSS program was used to analyse data. The sample consisted of 58.8% males and 41.2% females. Participants came from South East Asia (45.1%), other countries in Asia (27.5%), USA or Canada (12.7%), Europe (4.9%) and Africa (9.8%). 4.2 Factor Analysis Factor analysis was used in order to derive new combined variables where it was plausible that the questionnaire items relate to the same construct. This led to new combined variables named after the construct: 1. (Satisfaction about) Service Quality (the average of three survey questions about satisfaction with content of courses, teaching resources and image) 2. (Agreement with good) Reputation (the average of five survey questions about getting positive comments from family, friends, colleagues, and university has a good reputation) 3. Satisfaction with Professor (the average of eight survey questions about satisfaction with professors in the areas of communication, class interaction, help, knowledge, enthusiasm, approachability, friendliness, and grades) 4. Expectation of Professor (the average of seven survey questions in the areas of communication, class interaction, help, knowledge, enthusiasm, approachability, and friendliness – expectations about grades don’t make sense) 5. Staff (the average of three survey questions with ratings of staff in the areas of helpfulness, friendliness and solving problems) 6. Campus Life (the average of three survey questions rating location, quiet/beautiful, and clean/enough space) 7. Satisfaction with Facilities (the average of five survey questions about number of classrooms, Internet, library, student resources, food) 8. (Satisfaction with) Activities (the average of two survey questions about sports and events) 9. Classmates (the average of three survey questions rating friendliness, helpfulness, and well-behaved in class) 10. (Satisfaction with) Financial (the average of three survey questions tuition, general fees and activity fees) 359 Khin Ohnmar Kyaw et al. / Proceeding – Social Science (2018), Page 353–364

11. Communication (the average of three survey questions rating fair treatment by Thai people, by people from own country, and by people from other countries). 12. Future Life Expectations (the average of four survey questions about future good job, support from university, good experience for later, and usefulness).

4.3 Correlations The Pearson Correlation Coefficient was used to test a number of relationships. Only a few of the more interesting ones are reported here. There is a significant positive correlation, r=0.764, p<0.0005, N=99, between the rating of service quality and the satisfaction with service quality, confirming one part of the expectation-disconfirmation model for one of the seven aspects of quality considered here. There is a significant strong positive correlation, r=0.666, p<0.0005, N=96, between the Expectation of Professor and Satisfaction with Professor. This is a second successful test of the expectation-disconfirmation model used here, for a different partial aspect. There is a significant strong positive correlation of r=0.580, p<0.0005, N=92, between Reputation of University and Future Life Expectation (the ideas the students have about their future after graduation). The association says that students who rate the Reputation of their university higher, are also more optimistic about finding a job and other aspects of life after graduation. See also [6]. There is a significant moderate positive correlation r=0.357, p<0.0005, N=99 between Service Quality and Financial Service. Both are satisfaction measures. It is understandable and plausible that satisfaction about the university’s services translates in accepting its fees. However, this is not generalizable outside a university setting. There is a significant strong positive correlation r=0.567, p<0.0005, N=99, between Service Quality and Future Life Expectation. Satisfaction with the school carries over into a more positive expectation of its future benefits. Overall, correlations confirmed the presented interconnectedness of the model.

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4.4 Regression Analysis: Satisfaction with professor

Unstandardized Standardized 95.0% Confidence Interval Coefficients Coefficients for B B Std. Error BetaSig. Lower Bound Upper Bound (Constant) -2.641 .610 .000 -3.855 -1.428 Q6 - Are you studying for .372 .188 .126 .051 -.002 .746 Q12_9 - How satisfied are you with the grades that you received .426 .118 .265 .001 .192 .660 from your professor... Q12_1 - How satisfied are you with the communication with .440 .131 .255 .001 .179 .701 professors? Q12_2 - How satisfied are you with the interaction with your .380 .126 .231 .003 .130 .631 professors in the clas... Q12_3 - How satisfied are you with the help from your .326 .124 .191 .010 .080 .572 professors? Q12_10 - How satisfied are you with the enthusiasm of your .297 .119 .183 .015 .060 .533 professors? Dependent Variable: Q13 - Overall, how satisfied are you with the professors from your university?

Table 1 Regression analysis for Satisfaction with Professor Backward analysis was done with as dependent a question about overall satisfaction with the professor. Independents were the variables mentioned in the factor analysis for satisfaction with professor and a number of other demographic variables. Interestingly, a number of independent variables dropped out, among them friendliness, approachability and helpfulness. R2 was 0.682, adjusted R2 0.659, ANOVA p<0.0005. Note that the dependent variable is NOT the combined variable from the factor analysis that was mentioned in 4.2, but a separate survey item. The questions for the partial aspects are a reasonable predictor of an overall variable with a separate survey question, but not all aspects contribute.

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4.5 Regression Analysis: Satisfaction Service Quality

Unstandardized Standardized 95.0% Confidence Interval Coefficients Coefficients for B B Std. Error BetaSig. Lower Bound Upper Bound (Constant) -.587 .533 .273 -1.646 .471 Q8_1 - How satisfied are you with the study content of your .582 .157 .292 .000 .270 .894 courses? Q8_2 - How satisfied are you with the teaching resources of your .381 .112 .265 .001 .159 .603 univers ity (com p... Q8_3 - How satisfied are you with the image of your university? .575 .126 .385 .000 .325 .825

Dependent Variable: Q9 - Overall, how satisfied are you with the service quality of your university?

Table 2. Regression Satisfaction Service Quality

Here, the three variables that were in equal strength in the factor analysis are also significant independent variables in the regression analysis with comparable Beta. R2 was 0.578, adjusted R2 0.565, ANOVA p<0.0005. All variables contribute.

4.6 Regression analysis: Reputation of the university

Unstandardized Standardized 95.0% Confidence Interval Coefficients Coefficients for B B Std. Error BetaSig. Lower Bound Upper Bound (Constant) .431 .458 .349 -.479 1.342 Q10_1 - I get positive comments about my university from my .430 .144 .281 .004 .143 .716 family members. Q10_3 - I get positive comments about my university from my .344 .144 .233 .019 .057 .630 colleagues. ( if you do... Q10_5 - My university has a good .538 .146 .350 .000 .248 .828 image. Dependent Variable: Q11 - Overall, how satisfied are you with the reputation of your university?

Table 3. Regression Analysis: Reputation of the university

Not significantly contributing to the R2 of 0.538, adjusted R2 of 0.522, ANOVA p<0.0005, were comments from friends and from the public, which were part of the factor analysis.

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4.7 Regression Analysis: Affective Loyalty

Unstandardized Standardized 95.0% Confidence Interval Coefficients Coefficients for B B Std. Error BetaSig. Lower Bound Upper Bound (Constant) 5.531 .421 .000 4.696 6.366 Q20 - Overall, how satisfied are you with the facility of your -.203 .061 -.310 .001 -.324 -.083 univers ity? Q26 - Overall, how satisfied are you with the financial services of -.173 .063 -.241 .007 -.298 -.048 your universi... Q29 - Overall, how satisfied are you with the communication with -.268 .085 -.278 .002 -.437 -.099 people? Dependent Variable: Q27 - Will you recommend your friends to study in your university?

Table 4 Regression Analysis Affective Loyalty

Of practical importance are the significant antecedents of Affective Loyalty as measured by Q27 (Table 4). Here R2 was 0.406, adjusted R2 0.388, and ANOVA was p<0.0005. Forty respondents answered ‘probably yes’ or ‘yes’ (N=102). However, of the seven Satisfaction aspects, only satisfaction with facilities, with financial services, and communication (which includes communication with Thai people and is therefore mostly outside the control of a university) were significant. This indicates the importance of non- academic aspects of the feelings of students towards the university.

4.8 Theoretical implications from the Regression Analysis All the variables in a questionnaire about a construct do not always contribute equally in a regression analysis to a dependent overall variable that supposedly operationalizes the same construct, even if a factor analysis says they can be combined. There is no clear pattern which variables are essential or unimportant in their contribution to the R2 of the separate overall survey variable. It is common to average independent factors into an overall scale as a formative (index) variable, see e.g. the famous Spector Job Satisfaction Scale [10]. This work shows that in [10] it is possible that the average of all questions is not a good mirror of total job satisfaction. Therefore, in using the Spector JSS one should ask additionally for overall job satisfaction in addition to the use of the average score.

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5. Conclusions The paper searched for factors that affect foreign student satisfaction. It was found that affective loyalty, the feelings that students have for their place of study, is mainly determined by non-academic factors. Further the relationship between overall satisfaction and partial factors was explored. The work in this paper was done by an academic department. For competitive reasons marketing departments did not share with the authors insights for marketing strategy. The recommendation from this work is to focus on the non- academic factors that were shown to be important for student feelings about the university. We plan to pursue this further in the future.

References [1] Hsu Myat Tin. (2016). The Intention to study abroad for Myanmar students. MBA thesis, Webster University.

[2] Anonymous. (2008). OHEC Bureau of International Cooperation Strategy Ministry of Education, Thailand, Thai high education; policy and issue. OHEC. [3] Tough. (1982). “Some Major Reasons for Learning.” (ERIC Document Reproduction Service No. ED033251). [4]Oliver, R.L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. Boston: McGraw-Hill [5] Oliver, R.L. (1999). “Whence Customer Loyalty?” Journal of Marketing, Vol. 63: 33-44. [6] M acMillan, K., Money, K., Downing, S. (2005). “Reputation in Relationships: Measuring Experiences, Emotions and Behaviors” Corporate Reputation Review Vol.8(3) : 214 - 232. [7]Schuler,M. (2004). “Management of the organizational image: A method for organizational image configuration.” Corporate Reputation Review Vol.7(1) : 37 - 53. [8] Weiss, A. & Anderson, E. (1999). “Reputation management as a motivation for sales structure decisions” Journal of Marketing, Vol.63(3): 74-89 [9] Standiﬁrd, S. (2005). “Reputation among peer academic institutions: An investigation of the US News and World” Corporate Reputation Review, Vol.8 (3): 233 - 244. 364 Khin Ohnmar Kyaw et al. / Proceeding – Social Science (2018), Page 353–364

[10] Spector, P.E. (1985) “Measurement of Human Service Staff Satisfaction: Development of the Job Satisfaction Survey.” American Journal of Community Psychology, Vol.13(6): 693-714.

Authors’ Brief Profiles: Khin Ohnmar Kyaw is an MBA graduate from Webster University Thailand. She resides in Myanmar, where she is responsible for running her family-based company. Dr. Leslie Klieb earned a doctorate in theoretical physics, has been a DBA supervisor at GEM, Grenoble, and is currently a lecturer with Webster University Thailand. His research interests include quantitative market research and applications of social psychology. Elsabie de Beer is a lecturer at Webster University Thailand, Cha-Am campus. Her research interests include quantitative methods and student perceptions of university experiences.

Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Business, Management and Accounting, May 2018, Page 365-379 www.iseec2018.kbu.ac.th The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

Sports Insights: “In – House Titan” Strategy for Ultimate SEA Games S.M.E. Hosts Suwat Vongsinsirikul, Ph.D. Director, Master of Business Administration (International Program), Kasem Bundit University, [email protected]

ABSTRACT This research deals with sports management covering SEA Games members: Brunei Darussalam, Cambodia, Indonesia, Laos, Malaysia, Myanmar, Philippines, Singapore, Thailand, Vietnam, and Timor-Leste (T.L.not yet full ASEAN member). It reveals their performance in three levels of coverages from 2000 – 2015: 1. SEA Games (21st – 28th eds.), 2. Asian Games (14th – 17th eds.), 3. Summer Olympic Games (27th – 30th eds.). All eight SEA Games were organized by eight different Host Nations. The objective is to find out how the Host Nations flair being as SEA Games Hosts in comparison with the “Before” and “After” the “Host” games. It also includes their gold- medal ranking in other two Games - - Asian Games and Summer Olympic Games. The results are quite interesting. All “Host” (SEA) Games are better than the “Before” or “After” the ‘Host’ games. It is more astounding that the “Host” games are better than the sum of ‘Before’ and ‘After’ the ‘Host’ games of each individual Host Nation. The DTOC (Domestic Tiger Overseas Cat) Hosts apply the ‘In-House Titan’ Strategies to achieving the maximization of gold medals hunting. Some of the widely used weapons are: 1. Drops the sports to the Hosts most disadvantages, 2. Adds certain obscure (traditional) sports at short notice, 3. Arranges the events/programs in Host’s favor, 4. Balloons the Host high expectant (disciplines/events) chances to increase gold medals, 5. Peculiar officiating in Host’s favor, etc.. The eventual findings have nominated two Hosts : Laos and Myanmar which fall into the DTOC Stratagem while Thailand is the best overall in the three versions of SEA, Asian and Summer Olympic Games.

Keywords: “In-House Titan” Strategy, DTOC, SEA Games S.M.E. Hosts..

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1. Introduction The oldest multi – discipline sports game ever recorded was the Summer Olympic Games in Athens, Greece in 1896. Winter Olympics was added later. Summer + Winter games are held alternatively every two years but the Winter Games are more specific in site selection due to technical requirements of weather condition. The Olympics are considered as the global most recognized & prestigious games especially the Summer version. It attracts over 200 countries and more than 10,000 athletes into participation. It requires a great amount of financial investment in preparation. The Host nation could be in financial jeopardy without proper planning like Greece from the 28th edition in 2004. The crisis took place afterwards. In contrast, it can also generate revenues to the Host nation in the span of “Before – During – After” the Games. Most Host nations benefit vastly from hosting the Games. A smaller version of the Olympics for Asian continent is the Asian Games. It usually has over 4o – nation participants. The Games are held in every four years staging between Summer Olympic Games with two years apart but the same year as the Winter Olympics. The Asian Games are good examples to see SEA Games members performances in the sense of proving the DTOC as the venues are mostly out side of SEA Games territory. SEA Games are the regional game mainly for ASEAN members and are held biennially by Host nations in alphabetical rotation. The original game was held in 1959 in Bangkok and called SEAP Games (Southeast Asian Peninsular Games). Later on from the 9th edition, the name of SEAP Games was changed to SEA Games as to include Brunei, Indonesia and the Philippines. The new comer – Timor Leste later on joined the SEA Games in the 22nd edition despite of not having a full status as ASEAN member yet. The last two SEA Games, 25th ed. in 2015 and 27th ed. in 2013, are the exquisite stimulant leading towards the study. The 27th Myanmar Games in 2013 really opened everyone’s eyes. The Host has truly awaken and roaring up all sports stadiums. In the game, a collection of 85 gold medals 63 silvers and 84 bronzes for a total of 232 medals are surely a fantastic and historical record if compares with the “Before” and “After” host games. The 28th Singapore Games in 2015 was also interesting but not quite arousing as the Myanmar Games. However, Singapore Games has no “After” games yet at the time of composing this research paper as it would have to wait until the 29th edition in Malaysia in 367 Suwat Vongsinsirikul, Ph.D. / Proceeding – Social Science (2018), Page 365–379

August 2017. This proves the amazing “In – House Titan” strategy and the so-called DTOC. The research limits itself from the year 2000 – 2015 for a span of 16 years covering a total of 16 games in which the details and results are shown in the tables (8 – 11)

2. Objectives The objectives of this research study are inevitably to finding out WHAT are the reasons behind the very successful gold medals hunt and HOW they apply the so-called “In-House Titan” strategy for the games with the related DTOC with a similar connotation of “Everything looks so bright with the home-court pride, but Nothing seems to be right once stepping out site”. Furthermore, it even proves that it is the real strength of the nations when they have to compete outside the SEA Games venues which are not in their own sites. For comparison, SEA Games is more like primary school or the early grades. For a step higher, it is Asian Games which is similar to high school so to speak. Once going through high school and wish to upgrade oneself, then enrolling in colleges or universities is like competing in the Olympic Games which are more challenging. The DTOC not only apply to SEA Games, Asian Games, Summer & Winter Olympic Games, but also can be used to other kind of games and sports. It is applicable even to people at large in social life. In order to maximizing the gold medal hauls, there are certain options being applied by the designated hosts such as : 1) Dropping the sports which are to Hosts disadvantages 2) Adding certain obscure sports at short notice hence limiting opponents chance in fair competitions 3) Deliberately arranging the events/programs in host’s favor to enhancing the reaping of gold medals. These example cases are : A) 21st ed. 2001 Malaysia introduced Petauque, Lawn bowls and Netball. B) 22nd ed., 2003, Vietnam added Finswimming, Shuttlecock – Kicking, and increased Wushu events to 33 golds from 16 in 2001. C) 23rd ed., 2005. Philippines included Arnis, a demonstration sport in 2003, with 6 sets of medals and the host won 3 golds. 368 Suwat Vongsinsirikul, Ph.D. / Proceeding – Social Science (2018), Page 365–379

D) 24th ed, 2007, Thailand added some new categories of Sapak Takraw and used new kind of ball that had been used by their athletes for a year but new to others. Futsal was also added. Thailand won nearly all sets of medals. E) 26th ed. 2011, Indonesia dropped the team events in Table Tennis and shrunk the Shooting events to just 14 golds. F) In the 2013 Southeast Asian Games, Myanmar introduced local sports Chinlone, The host went on to win 6 out of 8 gold medals in the event. G) Floorball was demonstrated by Singapore in the 2013 SEA Games and was officially added in the 2015. Also, It drops the Weightlifting and Woman Football from the 28th edition. H) In the 29th edition in 2017 in Malaysia as host, the Football event is restricted under 22 players (as of Feb. 24, 2016).

3. Criticisms against the Host Nations 1) There are no official limits in the number of sports/disciplines/events contested each game. 2) The scope of the games will be decided by the organizing host but pending on the approval of SEA Games Federation. 3) Despite of some featured core sports, the host has the right to drop and or to introduce other sports. 4) Dropping the sports which are to their disadvantages but instead introducing some obscure sports at short notice limiting the opponents chances in Gold medals hunt.

4. Host and Non – Host Performance There are eight Host nations in the span of 16 years from 2000 – 2015. Figure #1 shows the Host gold medals hunt starting from the 21st edition in Malaysia up to the 28th ed. in Singapore. In each edition, the Host collected more gold medals as well as total medals than when competing as participant. However, not all of the Hosts are the Games 369 Suwat Vongsinsirikul, Ph.D. / Proceeding – Social Science (2018), Page 365–379 eventual champions – these are Laos in the 25th ed., Myanmar in the 27th. and Singapore in the 28th. All these three games, Thailand were crowned as the tournament champions. In Figure 2, it shows the performance of these eight Host nations when they compete as participants. For Average Medals, the column on the left is 7 games as Guest only to compare with 8 games Guest + Host. With additional Host game, the increase in number of golds and other medals have jumped significantly. This is due to the exceptional performance as Host.

Figure 1 SEA Games Hosts Southeast Asian Games (SEA) 2001‐ 2015 (Host) 200

183 182 180

158 160 151 143 140

123 120 111 113 103 102 98 97 Medals

100 94 91 of

86 84 85 84 84

No. 80 73 63 60 52 40 33              25 20   0 Malaysia Vietnam Philippines Thailand Laos Indonesia Myanmar Singapore SEA Games 2001/21st 2003/22nd 2005/23rd 2007/24th 2009/25th 2011/26th 2013/27th 2015/28th members

Figure 1 SEA Games Hosts  Gold  Silver Bronze

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Figure 2 7+8 Games Average

Southeast Asian Games (SEA) Average Medals of 7+8 Games ( 21st ‐ 28th, 2001 ‐ 2015 ) 200 180 160 Average Medals 140 7 games 8 games Guest Only Guest + Host Average Medals 120 7 games 8 games Average Medals 107.5 Guest Only Guest + Host Average Medals 7 games 8 games Average Medals 96.7 96.9 Guest + Host Medals 96 Guest Only 100 93.7 7 games 8 games 92.4 of

7 games 8 games 88 86.7 Guest Only Guest + Host Guest Only Guest + Host Average Medals 81.6

No. 79.4 78.6 80 Average Medals 76.9 72 73.7 7 games 8 games 69.1 71.4 70.5 70.7 70.2 7 games 8 games 67.1 Guest Only Guest + Host 66.4 60.9 Guest Only Guest + Host 57 60 55.6 53.7 55.4 Average Medals 53.4 53.1 47 48.5 48.7 7 games 8 games 43.4 45.7 41.2 Guest Only Guest + Host 35.1 39.5 40 36.1 31.9 34.7

28.5 27.4

25.1         23.9   

            

20 15.1   

7.4 8.19.6

4.6 

   0  Indonesia Laos Malaysia Myanmar Philippines Singapore Thailand Vietnam

Figure 2 7+8 Games Average  Gold  Silver Bronze

Table 1 7 games Average vs Host games 21st – 28th SEA Games Gold Medals Increase Ed. year Host 7 games Host % X Times Average games 21 st 2001 Malaysia 53.7 111 206 2.06 22 nd 2003 Vietnam 70.7 158 223 2.23 23 rd 2005 Philippines 36.1 113 313 3.13 24 th 2007 Thailand 96.7 183 189 1.89 25 th 2009 Laos 4.6 33 717 7.17 26 th 2011 Indonesia 55.6 182 327 3.27 27 th 2013 Myanmar 15.1 85 562 5.62 28 th 2015 Singapore 35.1 84 239 2.39

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From table 1&2, the changes in number of gold medals from the 7 – game average to the number of golds gathered when they are as Host nations. Be noted that the higher the increase both Percentage (%) and X Times the better the performance as Host. This would lead to the DTOC (Domestic Tiger Overseas Cat) or In – House Titan. In contrast, the lower the increase, the more genuine or supremacy of the athletes are. Laos and Myanmar are in DTOC group while Thailand is the lowest which means they are more consistency in sport competition. Another way to check if any Host nations are in DTOC group. From table #2, this table shows the gold medals of each Host nation in the games of Before “B”, After “A” and Host “H”. The higher the % (percentage) the better the national athletes they are. Singapore has not completed in this table due to the After games is in 2017 in the 29th ed. in Malaysia. Figure #3 demonstrated the sum of “B” + “A” against “H” All Host games gold medals are more than “B” + “A”. Table 3 shows not only the eight Host nations but also includes other three members. It lists the number of medals from all eight editions, the total of medals as well as the ranking in number of gold medals and total. Table 4, it is a step higher which is Asian Games. This includes four editions from 2002 – 2014 and the top 25 nations plus the SEA Games members who participated and received medals. Table 5, this Table shows once again the SEA Games members performance in Asian Games. The ranking of only SEA Games members is similar to table 3. Table 6, the highest in global sports game is the Olympic Games. This table shows the top 30 nations in the Games. Some of SEA Games members are shown according to their performance. There are only five SEA Games nations in the table. Table 7, Only a few SEA Games members received medals from these four editions of Olympic Games. Table 8 – 11, these are the performance of all SEA Games members in all eight SEA Games, four Asian Games and also four Olympics (Summer Version). In conclusion, the “In – House Titan” Strategies work for all Host nations in SEA Games, part of Asian Games and Olympic Games. For SEA Games members, once staged the games as Hosts, they performed extremely good. But when they competed outside of their home land, the outcomes were well below. Ones who collected gold medals 5 times or more of their 7 game averages would fall into the trap of DTOC and so are the “In – House Titan.”

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Table 2 Before (B) + After (A) vs Host (H) games

21st - 28th SEA Games (2001 - 2015) Before (B) + After (A) games vs Host (H) game

(B + A in % of H)

B  A Nation B + A Total H = % H

Indonesia 43 + 65 108 182 0.593 = 59.3

Laos 5 + 9 14 33 0.424 = 42.4 Malaysia 57 + 43 100 111 0.901 = 90.1 Myanmar 16 + 12 28 85 0.329 = 32.9 Philippines 49 +41 90 113 0.796 = 79.6 Singapore 34 + N/A * 34 + N/A * 84 N/A = N/A Thailand 87 +86 173 183 0.945 = 94.5 Vietnam 33 +71 104 158 0.658 = 65.8

* Only B available, A in 2017

Figure 3 Before (B) + After (A) vs Host (H) games

21st-28th SEA Games (2001-2015) B+A vs H Performance 200 H H 182 B+A 183 180 173 H 158 160

140 H H 120 B+A 113 B+A 108 111 B+A 104 100 B+A Medals

100 H 90 H of 85 84

No. 80

60 H B 40 33 B+A 34 28 B+A 20 14

0 Host Indonesia Laos Malaysia Myanmar Philippines Singapore Thailand Vietnam B = One game Before "Host" game Only B available, A in 2017 A = One game After "Hsot" game B+A H H = Host game Figure 3 Before (B) + After (A) vs Host (H) games 373 Suwat Vongsinsirikul, Ph.D. / Proceeding – Social Science (2018), Page 365–379

Table #3 SEA Games Gold – All medals

SEA Games (21st - 28th/2001-2015) (Gold-All medals, games total, 8-games total, Rank) Editions 28th 27th 26th 25th 24th 23rd 22nd 21st Total Total Years Medals Nations 2015 2013 2011 2009 2007 2005 2003 2001 Medals Rank H G 95Tc 108 Tc 109 86 Tc 183Tc 87 89 103 860 G 1 S 83 93 100 83 123 78 93 86 739 Thailand B 69 81 120 97 103 118 98 89 775 (THA) To 247 282 329 266 409 283 280 278 2374 To 1 G 84H 34 42 33 43 42 30 22 330 G 6 S 73 29 45 30 43 32 33 31 316 Singapore B 102 45 73 35 41 55 50 42 443 (SIN) To 259 108 160 98 127 129 113 95 1089 To 6 H G 73 75 96 83 64 71 158Tc 33 653 G 2 S 53 84 92 75 58 68 97 35 562 Vietnam B 60 86 100 57 82 89 91 64 629 (VIE) To 186 245 288 215 204 228 346 132 1844 To 3 H H G 62 43 59 40 68 61 43 111Tc 487Tc G 4 S 58 38 50 40 52 49 42 98 427 Malaysia B 66 78 81 59 96 65 59 86 590 (MAS) To 186 159 190 139 216 175 144 295 1504 To 4 H G 47 65 182Tc 43 56 50 56 72 571 G 3 S 61 85 151 53 64 79 68 74 635 Indonesia B 74 110 143 74 82 89 98 80 750 (INA) To 182 260 476 170 202 218 222 226 1956 To 2 H G 29 29 36 38 41 113Tc 49 31 366 G 5 S 36 34 56 35 91 84 55 65 456 Philippines B 66 38 77 51 96 94 75 67 564 (PHI) To 131 101 169 124 228 291 179 163 1386 To 5 G 12 85H 16 12 14 17 16 19 191 G 7 S 26 63 27 22 26 34 43 14 255 Myanmar B 31 84 37 37 48 48 50 53 388 (MYA) To 69 232 80 71 88 99 109 86 834 To 7 G 1843201120G 9 S 5111110535151 Cambodia B 9282427119115124 (CAM) To 15 47 39 40 18 12 17 7 195 To 9 G 013933531165GH 8 S 4171225745377 Laos B 25 49 36 52 32 12 15 7 228 (LAO) To 29 79 57 110 44 19 21 11 370 To 8 G 010111105G 10 S 1 141121516 Brunei B 6678428647 (BRU) To 7 8 11 10 6 5 10 11 68 To 10 G 0210000 0 * 3G 11 S 1310000 0 * 5 Timor-Leste B 1563030 0 * 18 (TLS) To 21083030026 To 11 Remark : G = Gold Medal S = Silver Medal B = Bronze Medal * Did not join To = Total H = Host Nation Tc = Tournament Champion 374 Suwat Vongsinsirikul, Ph.D. / Proceeding – Social Science (2018), Page 365–379

Table #4 Asian Games 4 Editions Asian Games (14th - 17th - 2002 -2014) Asian top 25 Nations & SEA Games Members Rank/No. of Gold Medals 4 Editions Golds Nations 2014 2010 2006 2002 Total Rank China (CHN) 1/151 1/199(H) 1/165 1/150 665 1 South Korea (KOR) 2/79(H) 2/76 2/58 2/96(H) 309 2 Japan (JPN) 3/47 3/48 3/50 3/44 189 3 Kazakhstan (KAZ) 4/28 5/18 4/23 4/20 89 4 Iran (IRI) 5/214/206/1110/8605 Thailand (THA) * 6/12 9/11 5/13 6/14 50 6 North Korea (PRK) 7/11 12/6 16/6 9/9 32 10 + India 8/11 6/14 8/10 7/11 46 7 Chinese Taipei 9/10 7/13 10/9 8/10 42 9 Qatar 10/10 18/4 9/9(H) 17/4 27 12 Uzbekistan 11/98/117/115/1546+ 8 Bahrain 12/9 14/5 14/7 19/3 24 14 HongKong 13/6 11/8 15/6 16/4 24 13 Malay sia * 14/5 10/9 11/8 12/6 28 11 Singapore * 15/5 16/4 12/8 13/5 22 16 Mongolia 16/5 21/2 21/2 26/1 10 20 Indonesia * 17/4 15/4 22/2 14/4 14 18 Kuwait 18/3 17/4 17/6 20/2 15 17 Sandi Arabia 19/3 13/5 13/8 11/7 23 15 Myanmar * 20/2 22/2 27/0 23/1 5 22 Vietnam * 21/1 24/1 19/3 15/4 9 21 Philippines * 22/1 19/3 18/4 18/3 11 19 Pakistan 23/1 20/3 31/0 22/1 5 23 Tajikistan 23/1 28/1 24/2 28/0 4 24 Iraq 25/1 32/0 29/0 - - - United Arab Em 25/1 30/0 20/3 30/0 4 25 Sri Lanka 27/1 - 32/0 21/2 - - Cambodia * 28/1 - - - - - Macau 29/0 26/1 30/0 29/0 1 - Kyrgyzstan 30/0 25/1 28/0 23/1 2 - Jordan 31/0 23/2 25/1 34/0 3 - Turkmenistasa 32/0 - 33/0 25/1 - - Bangladesh 33/0 27/1 36/0 31/0 1 - Laos * 33/0 34/0 33/0 34/0 0 - Brunei * - - - 36/0 - -

H = Host Nations * SEA Games Members + India Rank 29/Gold 46, Uzbekistan Rank 31/Gold 46 (see P.263) 375 Suwat Vongsinsirikul, Ph.D. / Proceeding – Social Science (2018), Page 365–379

Table #5 SEA Games Member / Asian Games

14th – 17th Asian Games (2002 – 2014) SEA Games Member Nations Performance

Editions Years 17th / 201416th / 2010 15th / 2006 14th / 2002 Total AVR. Rank Nations G 12 11 13 14 50 12.5 1 S 7 9 15 19 50 B 28 32 26 10 96 Thailand TO 47 52 54 43 196 49 1 TR 6956 26 6.5 1 G 5485 225.53 S 677222 B 14 6 12 10 42 Singapore TO 25 17 27 17 86 21.5 5 (SIN) TR 15 16 12 13 56 14 3 G 1134 92.256 S 10 17 13 7 47 B 25 15 7 7 54 Vietnam TO 36 33 23 18 110 27.5 3 (VIE) TR 21 24 19 15 79 19.75 6 G 5986 2872 S 14 18 17 8 57 B 14 14 17 16 61 Malaysia TO 33 41 42 30 146 36.5 2 (MAS) TR 14 10 11 12 47 11.75 2 G 4424 143.54 S 594725 B 11 13 14 12 50 Indonesia TO 20 26 20 23 89 22.25 4 (INA) TR 17 15 22 14 68 17 4 G 1343 112.755 S 346720 B 11 9 9 16 45 Philippines TO 15 16 19 26 76 19 6 (PHI) TR 22 19 18 18 77 19.25 5 G 2201 51.257 S 154515 B 137617 Myanmar TO 41011237 9.25 7 (MYA) TR 20 22 27 23 92 23 7 G 1000 1 S 00000 B 00000 Cambodia TO 10001N/AN/A (CAM) TR 2700027 N/A G 0000 008 S 10102 B 22026 Laos TO 3212828 (LAO) TR 32 34 33 34 133 33.25 8 G 0000 0 S 00000 B 00011 Brunei TO 00011N/AN/A (BRU) TR 0003636 N/A Remark : G = Gold Medal TO = Total S = Silver TR = Tournament Ranking B = Bronze AVR = Average 376 Suwat Vongsinsirikul, Ph.D. / Proceeding – Social Science (2018), Page 365–379

Table #6 Summer Olympics 4 Editions

Summer Olympic Games (27th - 30th - 2000 -2012) World top 30 Nations & SEA Games Members Rank/No. of Gold Medals 4 Editions Golds Nations 2012 2008 2004 2000 Total Rank United States (USA) 1/46 2/36 1/36 1/37 155 1 (H) China (CHN) 2/38 1/51 2/32 3/28 149 2 United Kingdom (UK) 3/29(H) 4/19 10/9 10/11 68 4 Russia (RUS) 4/24 3/23 3/28 2/32 107 3 South Korea (KOR) 5/13 7/13 9/9 12/8 43 7 Germany (GER) 6/11 5/16 6/13 5/13 53 6 France (FRA) 7/1110/77/116/13428 Italy (ITA) 8/8 9/8 8/10 7/13 39 9 Hungary (HUN) 9/8 21/3 12/8 13/8 27 * 12 Australia (AUS) 10/7 6/14 4/17 4/16(H) 54 5 Japan (JPN) 11/7 8/9 5/16 15/5 37 10 Kazakhstan (KAZ) 12/7 29/2 40/1 22/3 13 18 Netherlands (NED) 13/6 12/7 18/4 8/12 29 11 Ukraine (UKR) 14/6 11/7 13/8 21/3 24 15 New Zealand (NZL) 15/6 25/3 24/3 46/1 13 19 Cuba (CUB) 16/5 28/2 11/9 9/11 27 * 13 Iran (IRI) 17/4 51/1 29/2 27/3 10 25 Jamaica (JAM) 18/4 14/6 35/2 54/0 12 20 Czech Republic (CZE) 19/4 24/3 42/1 28/2 10 24 North Korea (PRK) 20/4 34/2 57/0 60/0 6 - Spain (ESP) 21/3 15/5 20/3 25/3 14 16 Brazil (BRA) 22/3 23/3 16/5 53/0 11 23 South Africa (RSA) 23/3 70/0 43/1 55/0 4 - Ethiopia (ETH) 24/3 18/4 28/2 20/4 13 17 Croatia (CRO) 25/3 56/0 44/1 49/1 5 - Belarus (BLR) 26/2 16/4 26/2 23/3 11 21 Romania (ROU) 27/2 17/4 14/8 11/11 25 14 Kenya (KEN) 28/2 13/6 41/1 29/2 11 22 Denmark (DEN) 29/2 30/2 34/2 30/2 8 - Azerbaijan (AZE) 30/2 39/1 50/1 34/2 6 - Greece (GRE) 75/0 + 58/0 15/6(H) 17/4 10 - Thailand (THA) 57/0 + 31/2 25/3 47/1 6 Indonesia (INA) 63/0 + 42/1 48/1 38/1 3 SEA Malay sia (MAS) 63/0 + 70/0 - - - Games Singapore (SIN) 75/0 + 70/0 - - - Members Vietnam (VIE) - 70/0 - 64/0 -

H = Host Nations * Hungary Rank 55/Gold 27, Cuba Rank 64/Gold 27 (see P.272) + = 0 gold but difference in silvers and bronzes 377 Suwat Vongsinsirikul, Ph.D. / Proceeding – Social Science (2018), Page 365–379

Table #7 SEA Games Members / Olympic Games

27th - 30th Olympic Games (2000 - 2012) SEA Games Member Nations Performance Editions Years 30th / 2012 29th / 2008 28th / 2004 27th / 2000 Total AVR. Rank Nations G 0231 61.51 S 22105 B 10427 Thailand TO 348318 4.5 1 TR 57 31 25 47 160 40 1 G 0000 00- S 01001 B 20002 Singapore TO 210031.53 (SIN) TR 75 70 0 0 145 72.5 5 G 0000 00- S 01012 B 00000 Vietnam TO 0101215 (VIE) TR 070064134 67 4 G 0000 00- S 11002 B 10001 Malaysia TO 210031.53 (MAS) TR 63 70 0 0 133 66.5 3 G 0111 30.752 S 11136 B 13228 Indonesia TO 254617 4.25 2 (INA) TR 63 42 48 38 191 47.75 2 G 0000 00 S 00000 B 00000 Philippines TO 00000N/AN/A (PHI) TR 00000N/A G 0000 00 S 00000 B 00000 Myanmar TO 00000N/AN/A (MYA) TR 00000N/A G 0000 0 S 00000 B 00000 Cambodia TO 00000N/AN/A (CAM) TR 00000N/A G 0000 00 S 00000 B 00000 Laos TO 00000N/AN/A (LAO) TR 00000N/A G 0000 0 S 00000 B 00000 Brunei TO 00000N/AN/A (BRU) TR 00000N/A Remark : G = Gold Medal TO = Total S = Silver TR = Tournament Ranking B = Bronze AVR = Average 378 Suwat Vongsinsirikul, Ph.D. / Proceeding – Social Science (2018), Page 365–379

Table #8 SEA – Asian – Olympic Games SEA – ASIAN – OLYMPIC Games SEA Games Nations Performance (2012 - 2015 )

Version 28th SEA GAMES 17th ASAIN GAMES 27th SEA GAMES 30th OLYMPICS Host City Singapore Incheon, S. Korea Myanmar London, U.K. Date 5-16 Jun 2015 19 Sep - 4 Oct 2014 11-22 Dec 2013 27 Jul - 12 Aug 2012 Sports 36 Sports 36 Sports 37 Sports 26 Sports Medals GSBTotalRGSBTotalRGSBTotalRGSBTotalR Country Thailand 95 83 69 247 1 12 7284761089381 282 1 0 2 1 357 (THA) Singapore 84 73 102 259 2 5 6 14 25 15 34 29 45 108 6002275 (SIN) Vietnam 73 53 60 186 3 1 10 25 36 21 75 84 86 245 3 0 0 0 00 (VIE) Malaysia 62 58 66 186 4 5 14 14 33 14 43 38 78 159 5011263 (MAS) Indonesia 47 61 74 182 5 4 5 11201765851102604011263 (INA) Philippines 29 36 66 131 6 1 3 11 15 22 29 34 38 101 700000 (PHI) Myanmar 12 26 31 69 7 2 11420856384 232 2 0 0 0 00 (MYA) Cambodia 1591581001278112847900000 (CAM) Laos 0425299012332131749 79 8 0 0 0 00 (LAO) Brunei 0 1 6 71000 0 00116811 0 0 000 (BRU) Timor-Leste 0 1 1 2110 0000235101000 0 00 (TLS) TOTAL4034015091313314710618446345861015310459

Remark : G = Gold Medal S = Silver Medal B = Bronze Medal R = Tournament Ranking Table #9 SEA – Asian – Olympic Games SEA – ASIAN – OLYMPIC Games SEA Games Nations Performance (2008 - 2011 )

Version 26 th SEA GAMES 16th ASAIN GAMES 25th SEA GAMES 29th OLYMPICS Host City Indonesia Guangzhou, China Vientiane, Laos Beijing, China Date 11-22 Nov 2011 12-27 Nov 2010 9-18 Dec 2009 8-24 Aug 2008 Sports 44 Sports 42 Sports 25 Sports 28 Sports Medals G S BTotalR G S BTotalR G S BTotalR G S BTotalR Country Thailand 109 100 120 329 2 11 932529868397 266 1 2 2 0 431 (THA) Singapore 42 45 73 160 5 4 7 6 17 16 33 30 35 98 6010170 (SIN) Vietnam 96 92 100 288 3 1 17 15 33 24 83 75 57 215 2 0 1 0 170 (VIE) Malaysia 59 50 81 190 4 9 18 14 41 10 40 40 59 139 4010170 (MAS) Indonesia 182 151 143 476 1 4 9 132615435374 170 3 1 1 3 542 (INA) Philippines 36 56 77 169 6 3 4 9 16 19 38 35 51 124 500000 (PHI) Myanmar 16 27 37 80 7 2 5 3 10 22 12 22 37 71800000 (MYA) Cambodia 4 1124399 0 0 0 0 0 3 10 27 40 900000 (CAM) Laos 91236 57 8 0 02234332552 110 7 0 0 0 00 (LAO) Table #10 SEA – Asian – Olympic Games Brunei 0 4 7111100 0 001181010 0 0 0 00 (BRU) Timor-Leste 1168100000000331100000 (TLS) TOTAL 554 549 704 1807 34 69 94 197 372 374 500 1246 3 6 3 12

Remark : G = Gold Medal S = Silver Medal B = Bronze Medal R = Tournament Ranking 379 Suwat Vongsinsirikul, Ph.D. / Proceeding – Social Science (2018), Page 365–379

SEA – ASIAN – OLYMPIC Games SEA Games Nations Performance (2004 - 2007 ) Version 24th SEA GAMES 15th ASAIN GAMES 23rd SEA GAMES 28th OLYMPICS Host City Nakhon Ratchasima,Thailand Doha, Qatar Philippines Greece Date 6-15 Dec 2007 1-15 Dec 2006 27 Nov - 5 Dec 2005 13-29 Aus 2004 Sports 43 Sports 39 Sports 40 Sports 28 Sports Medals G S BTotalR G S BTotalR G S BTotalR G S BTotalR Country Thailand 183 123 103 409 1 13 15 26 5458778118 2832314825 (THA) Singapore 43 43 41 127 5 8 7 12 27 12 42 32 55 129 600000 (SIN) Vietnam 64 58 82 204 3 3 13 7 23 19 71 68 89 228300000 (VIE) Malaysia 68 52 96 216 2 8 17 17 42 11 61 49 65 175 40000 0 (MAS) Indonesia 56 64 82 202 4 2 41420 22 50 79 89 21851124 48 (INA) Philippines 41 91 96 228 6 4 6 9 19 18 113 84 94 291 1 00000 (PHI) Myanmar 14 26 48 88 7 0 4711 27 17 34 48 99700000 (MYA) Cambodia 25111890000003912 100000 0 (CAM) Laos 5732 44 8 0 101333412 1980000 0 (LAO) Brunei 114610000001225 9000 00 (BRU) Timor-Leste 00001100000003 31100 0 00 (TLS) TOTAL 477 470 595 1542 38 67 92 197 445 433 584 1462 4 2 6 12

Remark : G = Gold Medal S = Silver Medal B = Bronze Medal R = Tournament Ranking

Table #11 SEA – Asian – Olympic Games

SEA – ASIAN – OLYMPIC Games SEA Games Nations Performance (2000 - 2003 ) Version 22nd SEA GAMES 14th ASAIN GAMES 21st SEA GAMES 27th OLYMPICS Host City Vietnam Busan, S. Korea Malaysia Sydney, Australia Date 5-13 Dec 2003 29 Sep - 14 Oct 2002 8-17 Sep 2001 15 Sep - 1 Oct 2000 Sports 42 Sports 38 Sports 36 Sports 28 Sports Medals GSBTotalRGSBTotalRGSBTotalRGSBTotalR Country Thailand 89 93 98 280 2 14 19 10 43 6 103 86 89 2782102347 (THA) Singapore 30 33 50 113 6 5 2 10 17 13 22 31 42 95 600000 (SIN) Vietnam 15897913461 4 7718 15 33 35 64 1324010164 (VIE) Malaysia 43 42 59 144 5 6 8 16 30 12 111 98 86 295 10000 0 (MAS) Indonesia 56 68 98 222 3 4 71223 14 72 74 80 22631326 38 (INA) Philippines 49 55 75 179 4 3 7 16 26 18 31 65 67 163 5 00000 (PHI) Myanmar 16 43 50 109 7 1 5612 23 19 14 53 86700000 (MYA) Cambodia 1511179000001157 90000 0 (CAM) Laos 1515 21 8 0 0223413 7 1180000 0 (LAO) Brunei 118101000113605 611 10 0 0 0 00 (BRU) Timor-Leste 0000000000000 0000 0 00 (TLS) TOTAL 444 442 555 1441 37 55 80 172 393 412 499 1304 2 4 4 10

Remark : G = Gold Medal S = Silver Medal B = Bronze Medal R = Tournament Ranking * Did not join Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Business, Management and Accounting, May 2018, Page 380-390 www.iseec2018.kbu.ac.th The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

The Influence of Online Reviews on Trust in Social Networking Sites Penjuree Kanthawongs Bachelor of Business Administration (BBA), Kasem Bundit University, E-mail: [email protected]

ABSTRACT The use of social networking sites for commercial purposes plays more significant roles on the presence of the electronic commerce phenomenon for Generation Z’s consumers. This large generation group is growing up to become powerful online consumers in 2020. Then, this study aims to investigate positive influence of practical benefits, volume of online reviews, usefulness of online reviews, and negative online reviews towards trust in social networking sites (SNS) regarding online purchase on clothes of Generation Z’s consumers. The total numbers of usable 321 questionnaires was distributed to university students of two private universities in Bangkok and Pathumthani provinces. The data sets utilized descriptive statistics and multiple regression analysis. The results indicated that only volume of online reviews (β=.447) and practical benefits (β=.277) had positive impact towards trust in social networking sites (SNS), explaining 64.4% at significant level of .01. Therefore, online clothing stores should emphasize on volume of online reviews and practical benefits to build trust in social networking sites (SNS) for Generation Z’s consumers.

Keywords: Social Networking Sites, Online Shopping, Online Reviews, E-commerce

1. Introduction In recent years, the rise of social networking sites (SNS) for commercial purposes has rapidly increased. In Thailand, YouTube was the top SNS used of 97.1%, followed by Facebook (96.6%), LINE (95.8%), Instagram (56%), Twitter (27.6%), and Whatsapp (12.1%) from 25,101 respondents of the survey by Electronic Transactions Development Agency (Public Organization) in 2017 [1]. 381 Penjuree Kanthawongs / Proceeding – Social Science (2018), Page 380-390

The SNSs consequently have played a major role for e-commerce [2]. Marketers of today’s business have shifted marketing strategies from product-oriented to understanding customers’ social lives and taking advantages of these social platforms. Browne [3] mentioned that shopping experience has changed and online shopping has increased intensely. In the new digital era, age is also an important element in terms of different patterns of consuming behavior [4]. Consumer-generated media (CGM) platforms primarily lead to word-of-mouth (WOM) communications of the internet, passing on other people’s advice, online shopping experience, feelings, opinions about a product, and providing potential buyers with significant information [5]. SNSs has become a vital part of Generation Z’s consumers. This is due to changing behavior of consumers towards more technological dependence [6]. According to Marketing Artfully [7], there are fundamentally 6 generations alive today: THE GREATEST GENERATION, born between 1901-1926, age 91+ (in 2017) 1.09% of population - 3,541,436 people. THE SILENT GENERATION, born between 1927 and 1945, age 72-90 (in 2017), 9.21% of population - 29,923,514 people, THE BABY BOOMERS, born between 1946 and 1964, age 53-71 (in 2017), 23.40% of population - 76,027,170 people, GEN X , born between 1965 and 1980, age 37-52 (in 2017), 20.79% of population - 67,222,996 people, GEN Y OR THE MILLENNIALS, born between 1981 and 2000, age 17-36 (in 2017), 27.48% of population - 89,283,189 people. GEN Z, born between 2001 and 2017 , age 1-16 (in 2017), 18.01% of population. This study will focus on Generation Z which accounts for 18.1 % of population or 58,514,928 people. The biggest challenge for marketers and electronic commerce businesses would be Generation Z’s consumers. Members of the generation Z tend to focus more on innovation and digital context [8]. Generation Z’s consumers are heavy users of technology and they treat it as a tool to facilitate their lifestyles, for instance, shopping online, socializing with friends, posting pictures, video clip, communicating with other people. Even though digital has become the marketing strategy for business today, word of mouth still plays an essential role for marketing. Additionally, network being connected with digital channels, online reviews became today’s word of mouth marketing strategy. Online reviews either positive or negative are more eye catching than company’s own advertising. 382 Penjuree Kanthawongs / Proceeding – Social Science (2018), Page 380-390

Among many industries, apparel is considered the fastest-growing sector in e-commerce [9]. Many famous brands have used SNSs as their communication tools to connect with target customers. Revenue in the apparel market amounts to 8,154 million USD in 2018, expecting to increase annually approximately 1.2% (2018-2021) [10]. The online apparel industry in Thailand is drawing massive interest from global players and became the fastest- growing markets [11]. Therefore, this study aims to investigate the positive influence of practical benefits, volume of online reviews, usefulness of online reviews, and negative online reviews towards trust in social networking sites (SNS) regarding online purchase on clothes of Generation Z’s consumers.

2. Literature Review The presence of the electronic commerce phenomenon for Generation Z’s consumers became a challenge for marketers in today’s business. The activities regarding social networking sites (SNS) influenced the decision making of consumers especially those in Generation Z. Among many industries, apparel is considered the fastest-growing sector in e- commerce [9]. Many famous brands have used SNSs as their communication tools to connect with target customers.

2.1 Practical Benefits The previous studies [12] showed that due to perceived practical, social and entertainment benefits resulting from SNSs (i.e. Facebook), the consumers tend to involve more in SNSs communities. Practical benefits are consequences of sharing useful information from the customers including feedback and questions while the consumers interact within the context of a brand’s SNS profile [13].

2.2 Volume of Online Reviews In online context, the volume of reviews is the number of comments from the consumers about their opinions regarding a specific product or service [14]. It is considered as interactive messages. Some research studies suggested that more volumes of comments, either positive or negative, in online communities could create and increase product awareness and attract potential customers [14] while some researches contended that a high volume of online reviews may encourage a lowered risk of perception [15]. 383 Penjuree Kanthawongs / Proceeding – Social Science (2018), Page 380-390

2.3 Usefulness of Online Reviews Some researchers defined usefulness of online reviews as “the degree to which the consumers believed that online reviews would facilitate their purchase decision-making process” [16]. Some studies found that the quality of a review, as restrained by the number of benefit votes, positively impacts consumer decision-making [17]. One of the main reasons for people to search for product or service information online is to use that valuable information, comments and opinions in their buying decision.

2.4 Negative Online Reviews Several researchers noticed that negative online reviews can affect consumers’ attitudes towards products or services which they are interested [18]. Even though the negative online reviews would increase awareness of products or services but they do not guarantee the buying decision.

2.5 Trust in Social Networking Sites Some researchers defined trust in SNSs as a confidence or expectation about the other (trusted) parties, or a willingness to depend on another party [19] while others defined trust in a Web site as the willingness of a consumer to trust a Web site [20]. The trust is considered as an important element of successful relationship marketing [21]. The successful relationship marketing strategies can encourage purchase intentions and develop customer loyalty and firm performance through stronger relational promises [22].

Therefore, the purpose of this study is to investigate the positive influence of practical benefits, volume of online reviews, usefulness of online reviews, and negative online reviews towards trust in social networking sites (SNS) regarding online purchase on clothes of Generation Z’s consumers. This research was hypothesized that practical benefits, volume of online reviews, usefulness of online reviews, and negative online reviews had positive influence towards trust in social networking sites (SNS) regarding online purchase on clothes of Generation Z’s consumers.

384 Penjuree Kanthawongs / Proceeding – Social Science (2018), Page 380-390

3. Methodology The questionnaire was used for this study. The four independent variables which were practical benefits, volume online review, usefulness of online reviews and negative online reviews and one dependent variable which was trusted in social networking site (SNS) were measured on a five-point Likert scale ranging from 1 “strongly disagree” to 5 “strongly agree”. The target population was about 600 undergraduate students enrolled in general education and Business Administration courses in 2015-2016 in two private universities in Bangkok and Pathumthani provinces. A non-probability purposive sample was implemented, since the respondents were chosen based on their ages between 18-21 years old. A research instrument or survey questionnaire assessing the construction of the recent studies was developed from academic published scales of previous research as stated in the literature review. The sample size of this research was calculated from 40 pilot questionnaires using G*power version 3.1.9.2, created by [23] and approved by several researchers [24] with the Power (1– β) of 0.95, Alpha (α) of 0.05, Number of Test Predictor of 4, Effect Size of 0.0619 (Calculated by Partial R2 of 0.0583). Then, the results showed that the minimum number of the total sample size should be 305 [23]. Then, 330 self- administered questionnaires were distributed to all students by two lecturers. The total of 321 usable surveys was returned giving an overall response rate of 97%. Thus, 321 sets of questionnaire were utilized. Cronbach’s alpha coefficient values were 0.909 for usefulness pf online reviews, 0.875 for volume of online reviews, 0.777 for negative online reviews, 0.797 for practical benefit, and 0.865 for trust in social networking sites. All Cronbach alpha coefficient values were above 0.65 [25], which were required to verify reliability. As a result, all of the scales were acceptable. Then, the analysis using descriptive statistics consisted of frequencies, percentages, means, standard deviations was implemented. The hypothesis testing was tested using Multiple Regression Analysis to analyze the influence of independent variables (Usefulness of Online Reviews, Volume of Online Reviews, Negative Online Reviews, and Practical Benefits) towards dependent variable (Trust in Social Networking Sites). The results of Multiple Regression Analysis are shown in Table 1 below.

385 Penjuree Kanthawongs / Proceeding – Social Science (2018), Page 380-390

Table 1 All Results and Multiple Regression Analysis Dependent Variable: Trust in Social Networking Sites, Mean = 3.692, S.D. = 0.660 Cronbach’s Alpha (C.A.) = .865, R = 0.644, R2 = 0.415, Constant = 1.186 Independent Mean S.D. C.A. β t Sig. VIF Variables Usefulness of 3.723 .816 .909 .077 1.294 .197 1.933 Online Reviews Volume of 3.705 .744 .875 .447** 6.939 .000 2.238 Online Reviews Negative Online 3.787 .693 .777 -.058 -1.078 .282 1.551 Reviews Practical Benefits 3.944 .713 .797 .277** 5.349 .000 1.445 **statistical significant level of .01

4. Research Results The results showed that most of the respondents were females (55.8%), at the age of 20 years old (48.6%) in the sophomore year of university level (65.7%), with cumulated grade point average of 3-3.99 (47.4%) (4 as the highest), and in School of Mass Communication. Most of them had monthly spending of approximately 0-10,000 baht per month. From Table 1, the multiple regression analysis by entering method was implemented to identify the positive influence of practical benefits, the volume of online reviews, the usefulness of online reviews, and the negative online reviews towards trust in the social networking sites (SNS) regarding the online purchase on clothes of Generation Z’s consumers at significant level of .01. The results showed that only the volume of online reviews with the highest standardized beta coefficient of 0.447 and the practical benefits with the highest standardized beta coefficient of 0.277 had positive influences towards trust in the social networking sites (SNS) regarding the online purchase on clothes of Generation Z’s consumers. Thus, the hypothesis was partially supported that only the volume of online reviews (β=.447) and the practical 386 Penjuree Kanthawongs / Proceeding – Social Science (2018), Page 380-390

benefits (β=.277) had positive influence on trust in social networking sites in terms of the online purchase on clothes of Gen Z’s consumers at significant level of .01. While the usefulness of online reviews and negative online reviews had no positive impact towards trust in trust in the social networking sites. There was no multicollinearity problem since no VIF values were not equal to or higher than four [26].

5. Conclusion and Recommendation This study is to investigate the behavioral model of positive influences of practical benefits, the volume of online reviews, the usefulness of online reviews, and the negative online reviews towards trust in the social networking sites (SNS) regarding the online purchase on clothes of Generation Z’s consumers. The findings illustrated the positive impacts of volume of online reviews and the practical benefits on trust in the SNSs regarding the online purchase on clothes of Generation Z’s consumers. The results of these findings confirmed that more volumes of comments, either positive or negative, in online communities could create and increase the product awareness and attract the potential customers [14]. The online reviews were the valuable network of tremendous information, which could indicate the consumers’ attitudes. Additionally, some research studies contended that the high volume of online reviews may encourage the lowered risk of perception [15]. The results of these studies also illustrated that the practical benefits were consequences of sharing useful information from the customers including feedback and questions, while the consumers interacted within the context of a brand’s SNS profiles [13]. Also, the previous studies [12] showed that the perceived practical benefits resulting from SNSs (i.e. Facebook), the consumers tended to involve more in the SNSs communities. Regarding practical benefits of SNSs towards trust in SNSs, the research findings agreed with the past studies of some researchers which highlighted the significant impact of the consumers’ practical benefits of SNSs on their trust in SNSs [27]. The findings are also consistent with Chawanuan Kananukul that Thai consumers who expected to receive the practical and social benefits from using SNSs were likely to trust the sites. Their study’s findings additionally suggested that the SNSs users who trust in SNSs were likely to display trust in the brand, consequently led to their purchase decision [28]. 387 Penjuree Kanthawongs / Proceeding – Social Science (2018), Page 380-390

Finally, this research encourages the companies to strengthen the consumer trust in SNSs regarding the online purchase on clothes of Generation Z’s consumers by augmenting volume of the online reviews and practical benefits since the consumers as information seekers search for information, comments, and opinions, online reviews to identify, compare, and select their choices of products. In order to increase the volume of online reviews and practical benefits, apparel companies or online clothing, the retailers should provide the consumers with better information about their brand, offering immediate information on products/services through text, photos or video; consequently, consumers should feel more confident and develop their trust towards online clothing retailers’ sites [29]. Furthermore, the clothing companies should use SNSs to learn and understand the consumer insight, to communicate and participate with the consumers, and to create a sense of community with the consumers. Moreover, the companies should carefully monitor the information/conversations/comments about the products/brands being presented on their SNSs brand community since the volume and quality of information and reviews available on the SNSs can affect the consumer trust in those SNSs. However, the future research could explore to widen the range of products and compare the impact of online reviews across different business sectors while the sample could also be collected from other generations like Generation Y.

References

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Author’s profile Penjuree Kanthawongs currently holds a position as a Vice Director for Administrative Affairs, International Program at Kasem Bundit University. She has published many research works both nationally and internationally. Her main interests of research fields are Marketing, International Business, E commerce, E learning, ICT, and education.

Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Business, Management and Accounting, May 2018, Page 391-400 www.iseec2018.kbu.ac.th The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

The Integral Antecedents of Spillover Effect of Electronic Word of Mouth on Sub-brand in Service Sector Sasithorn Suwandee School of Business Administration, Kasem Bundit University, Thailand, E-Mail: [email protected]

ABSTRACT This paper analysed the spillover effect of negative electronic word of mouth (eWOM) messages and consumer characteristics on sub-brand evaluation in service business. The research extended previous research on controllable communication such as advertising, to the uncontrollable communication of eWOM. This research argued that negative eWOM has a negative influence on sub-brand because consumer evaluate the message of eWOM before evaluating the brand. The current research aimed to explore the role of consumer self-construal and consumer brand commitment in processing negative eWOM of parent brand on high perceived fit sub-brand and low perceived fit sub-brand. 276 undergraduate students participated in the experiment. This study found that the negative eWOM of high perceived fit sub-brand have stronger impact on sub-brand evaluation than low perceived fit sub-brand. However, consumer characteristics which includes self-construal and customer commitment moderate the impact level.

Keywords: Self-construal, Customer Commitment, Electronic Word of Mouth, Brand Extensions, Spillover Effect

1. Introduction The intense competition force companies to continually invent and offer new products/services to existing or the new market, the costs of which are between 50 million dollars and 100 million dollars on average [1]. One of the strategies that well-established brands employed is brand extension strategy, which induced the company to expand its market and reduced the risk in introducing new products [1]. To illustrate, the virgin group 392 Sasithorn Suwandee / Proceeding – Social Science (2018), Page 391-400 initiated its first business as a record shop in 1971 then extended its brand to related services such as Virgin Records label and Virgin Music Publishing. Afterward, the company extended its business to more diverse categories including mobile telephony, travel, financial services, leisure, holidays and health & wellness. Therefore, introducing new services may be prone to be more appealing in reducing risk and enhancing accomplishment compared to introducing new product because it cannot be evaluated on visual inspection [2].

Consumer behaviours are also dominated in determining the success of the brand extension. For instance: 1.) consumers possess positive attitudes toward the parent brand in memory; 2.) positive associations of parent brand expedite positive attitudes toward brand extension, and 3.) negative associations of parent brand are not transferred to brand extension [1]. Thus, consumer brand commitment and consumer self-construal have an influence on their information evaluation, particularly when the growing number of internet accessibility globally inducing immense source of information and communication platform. These enhanced Online or Electronic word of mouth (eWOM) to play important role in consumer market. Negative eWOM can create intense impact on consumer based-brand equity and induce brand equity dilution [3].

The objectives of this research were threefold. First, to explore the role of perceived fit of line extension and category extension on spillover effect. Second, to examine the influence of consumer characteristic (i.e. self-construal, consumer brand commitment) on forward spillover effect on line extension and category extension sub-brand. Third, to extend the application of elaborative likelihood model in forward spillover effect.

2. Literature Reviews 2.1 Brand Extensions

The firm may employ established brand names to diminish the risk when introducing a product to the new market [1]. The current research focused on brand extension as endorsed brand with the name of parent brand is included in line extension (i.e. the same 393 Sasithorn Suwandee / Proceeding – Social Science (2018), Page 391-400 business) and in category extension (i.e. different business). Brand extension would raise higher awareness of the extension because the brand node is already embedded in the memory. Hence, creating the connection between brand node and the extension is required. Furthermore, consumer may create inference of the attributes, benefits, and perceived quality of the core brand and build the expectation toward the extension [4].

Aaker and Keller [1] suggested four main dimensions that could impact attitude toward brand extension which are Brand attribute association, Perceive quality of the brand, Perceived difficulty, and the fit. However, Aaker [5] suggested cautions of implementing brand extension strategy. For instance, adopting brand extension strategy may not always add value to the extension, negative associations of parent brand may impact on introducing the extension, name confusion may emerge for diverse product categories, poor fit with the parent brand, and poor-quality perception.

2.2 Consumer Characteristics and eWOM

Hennig‐Thurau, Gwinner [6] defined eWOM as ‘Any positive or negative statement made by potential, actual, or former customers about a product or company, which is made available to a multitude of people and institutions via the Internet’. This paper expected that consumer self-construal and consumer brand commitment impact on eWOM information processing.

2.2.1 Consumer self-construal

Self-construal is the extent to which an individual view her or himself as independent from and related to others. They can be classified into independent and interdependent. Markus and Kitayama [7] propose that people who have an independent self-construal are likely to have a view of self that associated with the separateness, internal attributes, and uniqueness of the individual. In contrast, people who have an interdependent self-construal is expected to be a more relationship-driven interdependent self-view, which stresses connectedness, social context, and relationships. 394 Sasithorn Suwandee / Proceeding – Social Science (2018), Page 391-400

Consumers with interdependent self-construal might view consuming category extension services (i.e. low perceived fit) as taking a risk. Mandel [8] found that interdependent people are more risk-taking, however, Hamilton and Biehal [9] found that independent people were more risk taking. Therefore, this research proposed

Hypothesis 1: The spillover effect on low perceived fit sub-brand is stronger on consumers with interdependent self-construal than independent self- construal.

2.2.1 Consumer brand Commitment

This study employed the elaborative likelihood model [10] to conceptualize the consumer information evaluation. The elaborative likelihood model included two distinct routes of persuasion, the central route (i.e., a thoughtful consideration of presented information) and the peripheral route (i.e., a simple cue in a persuasion context, including an attractive source) [10]. The model suggested that consumers with high involvement employed the central route in evaluating information. Thus, high-commitment consumers inclined to engage in counterarguments with negative information [11]. They are prone to forgive the service providers for transgression when perceived harm is low [12]. Therefore, this research proposed

Hypothesis 2: The spillover effect on stronger on low brand commitment consumers than high brand commitment consumers.

Hypothesis 3: Interdependent self-construal has stronger effect than consumer brand commitment on spillover effect evaluation.

3. Methodology 3.1 Research Design and Data Collection

This research tested hypotheses by using 2 x 2 x 2 a within-subject design with two level of perceived brand fit (low and high) among those with two interdependent self- 395 Sasithorn Suwandee / Proceeding – Social Science (2018), Page 391-400 construal level (low and high) and two level of consumer brand commitment (low and high). Convenient sampling was applied in recruiting participants. Undergraduate students of a university in Thailand were asked to attend the experiment at the end of their regular classes during the year 2018. They were asked to read the negative eWOM of the parent brand (i.e. department store) and then evaluate the forward spillover effect on parent brand, high fit sub-brand (i.e. department store) and low fit sub-brand (i.e. Hotel).

3.2 Measurements

This research developed measurement items with 7-point Likert scales (1 = strongly disagree, 7=strongly agree). Perceived brand fit was measured in three items, adapted from Aaker and Keller [1]. The items include the extent of substitution, complement, and transfer from parent brand to sub-brand. Interdependent Self-Construal was measured in 12 items, developed from Singelis [13] [14]. Consumer brand commitment was measured in three items adapted from Roberts [15]. Purchase Intention was measure in three items from Baker [16].

3.4 Manipulation Check, Validity and Reliability Test

Respondents were asked to evaluate perceived brand fit between parent brand (i.e. department store) and two sub-brands (i.e. department store and hotel). High perceived fit brand (i.e. department store) ( =3.5, S.D.=1.249) significantly different from low perceived fit brand (i.e. hotel) ( =3.287, S.D. = 1.288). 137 respondents have high consumer brand commitment toward parent brand ( =4.72, S.D.=0.848) are significantly different from 139 respondents have low commitments toward parent brand ( =2.73, S.D.=0.775). 144 respondents have high interdependent self-construal ( =5.422, S.D.=0.591) are significantly different from 131 respondents have low interdependent self-construal ( =3.646, S.D.=0.737). This research found that all domain variables have convergent validity and reliability as shown in table 1. 396 Sasithorn Suwandee / Proceeding – Social Science (2018), Page 391-400

Table 1 Validity and Reliability test Loadings Cronbach’s Alpha CR AVE No. of Items

Perceived Fit >.83 0.840 0.904 0.759 3

Interdependent >.79 0.963 0.968 0.714 12

Commitment >.89 0.923 0.951 0.866 3

Purchase intention >.85 0.878 0.925 0.805 3

4. Findings

310 undergraduate students from a university in Thailand attended the experiment at the end of their regular classes. 34 respondents were excluded from the analysis due to the incomplete information and manipulation doubts. Thus, 276 respondents remained in the analysis. Of those, 71.5 % (198) were female and 28.2 % (78) were male. 77.7 % of respondents were in the age of 22 to 23. 35.4% of respondents had experience in social media for four to six years and 31.8% of them had experience in social media for more than seven years.

To test the role of interdependent self-construal in spillover effect in hypothesis 1, two-way repeated measure ANOVA with two levels of interdependent self-construal was run on respondent purchase intention of three brands (i.e. parent brand, high fit brand, low fit brand) before and after negative eWOM treatment. Contrasting the average purchase intention before the eWOM treatment ( and after the eWOM treatment ( were employed to explore the effect. The result revealed that respondents with high interdependent self-construal ( = 0.485*, p=.000) have greater impact on parent brand than respondents with low interdependent self-construal ( = 0.412*, p=.000). Also, spillover effect was stronger on high interdependent self-construal ( = 0.182*, p=.044), 397 Sasithorn Suwandee / Proceeding – Social Science (2018), Page 391-400

( = 0.218*, p=.018) than low interdependent self-construal ( = 0.162, p=0.087), ( = 0.101, p=0.295) for high fit sub-brand and low fit sub-brand respectively. Thus, hypothesis 1 was supported.

To test the role of consumer brand commitment in spillover effect in hypothesis 2, two-way repeated measure ANOVA with two levels of consumer brand commitment was run on respondent purchase intention of three brands before and after negative eWOM treatment. The result revealed that respondents with high brand commitment ( = 0.484*, p=.000) has greater impact on parent brand than respondents with low brand commitment ( = 0.409*, p=.000). However, spillover effect was stronger on low brand commitment ( = 0.174, p=.061), ( = 0.171, p=.068) than high brand commitment ( = 0.153, p=0.101), ( = 0.136, p=0.151) for high fit sub-brand and low fit sub-brand respectively. Thus, hypothesis 2 was supported.

To test the role of consumer characteristic in spillover effect in hypothesis 3, two- way repeated measure ANOVA with two levels of interdependent self-construal and two levels of consumer brand commitment were run on respondent purchase intention of three brands before and after negative eWOM treatment. For consumers with high interdependent self-construal, the spillover effect was stronger on low brand commitment consumers ( = 0.942*, p=.000), ( = 0.554*, p=.002) than high brand commitment consumers ( = 0.424*, p=.003), ( = 0.379*, p=.007). Nonetheless, for consumers with low interdependent self-construal, the spillover effect on high brand fit was stronger on consumers with low brand commitment ( = 0.461*, p=.002) than high brand commitment ( = 0.367, p=.053), vice versa for spillover effect on low brand fit.

The spillover effect was also greater on low brand commitment consumers with high interdependent self-construal ( = 0.942*, p=.000), ( = 0.554*, p=.002) than high brand commitment consumers with low interdependent self-construal ( = 0.367, p=.053), ( = 0.352, p=.060). Thus, interdependent self-construal has stronger effect than consumer brand commitment. Therefore, hypothesis 3 was supported. 398 Sasithorn Suwandee / Proceeding – Social Science (2018), Page 391-400

4. Discussion and Conclusions This study suggested that negative eWOM of parent brand produced greater negative impact on high fit sub-brand than low fit sub-brand. Also, this paper found that the effect of negative eWOM of parent brand on parent brand was stronger on high brand commitment consumers than low brand commitment consumers. High brand commitment consumers tended to feel betrayal. However, the spillover effect on sub-brand was stronger on low brand commitment consumers than high brand commitment consumers. The brand extension may reduce the feel of betrayal of high consumer brand commitment on the sub- brand. Mattila [17] confirmed that high affective commitment customers have a higher tendency to prolong loyalty than those with a lower level of affective commitment even though they feel betrayed by a service provider that produces a service failure.

The current research also affirmed that the spillover effect on sub-brand was stronger on consumers with interdependent self-construal than independent self-construal. Consumers with interdependent self-construal were prone to be affected by eWOM in online community. They were risk-averse [9] in making decision. Nonetheless, the spillover effect on independent self-construal consumer with regard to high (low) fit brand is stronger on low (high) brand commitment consumers than high (low) brand commitment consumers. This showed that intensity of perceived fit elicited the negative impact negative eWOM on independent self-construal consumers with low brand commitment who tend to believe in negative eWOM [11]. Furthermore, consumer characteristic in processing information such as self-construal produced stronger impact on consumers than consumer brand commitment.

This research amplified the role of consumer self-construal and consumer brand commitment on spillover effect of line extension and category extension in service sector. Though the advantages of brand extension are intense, monitoring spillover effect on sub- brand and minimizing crisis impact is essential for brand to respond to consumers according to their characteristics.

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References [1] Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. The Journal of Marketing, 27-41 [2]. Van Riel, A. C., Lemmink, J., & Ouwersloot, H. (2001). Consumer evaluations of service brand extensions. Journal of Service Research, 3(3), 220-231. [3] Bambauer-Sachse, S., & Mangold, S. (2011). Brand equity dilution through negative online word-of-mouth communication. Journal of Retailing and Consumer Services, 18(1), 38- 45. [4] Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. The Journal of Marketing, 1-22. [5] Aaker, D. A. (1990). Brand extensions: The good, the bad, and the ugly. Sloan Management Review, 31(4), 47-56. [6] Hennig‐Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word‐of‐mouth via consumer‐opinion platforms: what motivates consumers to articulate themselves on the internet? Journal of interactive marketing, 18(1), 38-52. [7] Markus, H. R., & Kitayama, S. (1991). Culture and the self: Implications for cognition, emotion, and motivation. Psychological review, 98(2), 224. [8] Mandel, N. (2003). Shifting selves and decision making: The effects of self-construal priming on consumer risk-taking. Journal of Consumer Research, 30(1), 30-40. [9] Hamilton, R. W., & Biehal, G. J. (2005). Achieving your goals or protecting their future? The effects of self-view on goals and choices. Journal of Consumer Research, 32(2), 277-283. [10] Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion: Springer. [11] Ahluwalia, R., Burnkrant, R. E., & Unnava, H. R. (2000). Consumer response to negative publicity: The moderating role of commitment. Journal of marketing research, 37(2), 203-214. [12] Ingram, R., Skinner, S. J., & Taylor, V. A. (2005). Consumers’ evaluation of unethical marketing behaviors: The role of customer commitment. Journal of Business Ethics, 62(3), 237-252. [13] Singelis, T. M. (1994). The measurement of independent and interdependent self- construals. Personality and Social Psychology Bulletin, 20(5), 580-591. 400 Sasithorn Suwandee / Proceeding – Social Science (2018), Page 391-400

[14] Levine, T. R., Bresnahan, M. J., Park, H. S., Lapinski, M. K., Wittenbaum, G. M., Shearman, S. M., .Ohashi, R. (2003). Self-construal scales lack validity. Human Communication Research, 29(2), 210-252. [15] Roberts, K., Varki, S., & Brodie, R. (2003). Measuring the quality of relationships in consumer services: an empirical study. European Journal of Marketing, 37(1/2), 169-196. [16] Baker, M. J., & Churchill Jr, G. A. (1977). The impact of physically attractive models on advertising evaluations. Journal of Marketing research, 538-555. [17] Mattila, A. S. (2004). The impact of service failures on customer loyalty: The moderating role of affective commitment. International journal of service industry management, 15(2), 134-149.

Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Business, Management and Accounting, May 2018, Page 401-410 www.iseec2018.kbu.ac.th The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

The Positive Impact of eWOM (Electronic Word-Of-Mouth) Source and Delivery Arrangements on Attitude towards Online Shopping Penjira Kanthawongs Faculty Member, School of Business Administration, Bangkok University, Phahonyothin Rd., Pathum Thani 12120, Thailand E-mail: [email protected]

ABSTRACT Online retailers have been expected to use smart technologies, media, and management to increase consumer shopping experiences and to stay competitive. The most challenge for current online retailing seems to be generation Z since members of this generation seem to behave different from prior generations. This study shed light on how eWOM (electronic word-of-mouth) source, web appearance, susceptibility to information influence, and delivery arrangements positively impacted attitudes towards online shopping of university students who were generation Z. The total numbers of 271 usable survey questionnaires were received from two private universities in Bangkok and Pathumthani provinces. The data was analyzed using Multiple Regression Analysis. The researcher discovered that only eWOM source (β=0.276) and delivery arrangements (β=0.232) had positive impact on attitude towards online shopping at the 1% significance level with the adjusted R-squared of 27.2%. Therefore, online retailers should emphasize on eWOM source and delivery arrangements to create attitude towards online shopping for generation Z’s consumers.

Keywords: Generation Z, eWOM, Thailand, Online Shopping

1. Introduction The rising of online retailers has dramatically changed the retail industry over the last decades. For example, in UK, the Centre for Retail Research predicted that 62,000 shops could fold in the next 5 years as online shopping surged to account for 22 percent of retailers by 2018 [1]. Increasingly, in USA, between 2007 to 2017, the number of retail jobs 402 Penjira Kanthawongs / Proceeding – Social Science (2018), Page 401–410 shrank by 140,000 while that in e-commerce and warehousing rose by about 400,000 [1]. Moreover, research from Worldpay revealed that Virtual Reality (VR) and Augmented Reality (AR) technology are slowly gaining ground across Asia Pacific. Chinese consumers are leading the region and the world with 95 percent of survey respondents that used VR or AR technology in the past three months [2]. More and more merchants are looking at how VR/AR technology might create new Omni-channel experiences, enhance mobile shopping, and drive the new generation of consumer-led retail innovations [2]. Business Insider revealed that by 2020, mobile payments would account for USD503 billion in sales [3]. Retailers that do not apply mobile payment solutions will fall behind and lose sales. Global ad revenue from 2014 to 2019 showed that digital advertising will become the largest ad market by 2019 [4]. Native ads, sponsored content, and broad sponsorships that link brands with a particular media voice like VICE’s Creators Project are the ways for future media [4]. The smart media companies would integrate native in ways that are ethical and not intrusive to the users’ experience. “New media needs to learn to be lean (keeping costs down) and mean (aggressive with content) to make business work” [4]. Video, infographics, or data visualizations are the ways to cut through the clutter of too much information in order to give higher viral potential for views [4]. Small business owners need better management of their business, from a single solution introducing valuable efficiency to their operations, from payroll to inventory management to online and e-commerce tools. Retailers looking to sell their products on Instagram can turn to solutions like Like2Buy, Tapshop, or Soldsie, which make a retailer’s Instagram account shoppable [3]. Then, online retailers have been expected to use smart technologies, media, and management to increase consumer shopping experiences and to stay competitive. The most challenge for current online retailing seems to be generation Z since members of this generation seem to behave differently from prior generations. Several researchers confirmed that age is an important factor in the new digital culture [5, 6]. Generation Z’s consumers seem to be the biggest future challenge for future retailers since they have huge spending power and make up a quarter of the UK population and will constitute 40 percent of all US consumers in 2020 [6]. In Thailand, researchers found that people of Gen Z, born in 1995 or later [6] were the most difficult group to build brand engagement. They were account for 18.3 percent or around 12.5 million of the population. 403 Penjira Kanthawongs / Proceeding – Social Science (2018), Page 401–410

They were on-demand consumers who wanted to skip ads very quickly. They rarely pay attention to celebrities, but give significant roles for new technologies in advertisement [7].

2. Literature Review Prior research showed that consumers may use multiple sources like Electronic Word- Of-Mouth or eWOM source to acquire information about brands and products [8]. On one hand, some researchers found that consumers were more likely to rely on eWOM sources because they believed that customer-to-customer information was more reliable and less susceptible to commercial motives [9]. On the other hand, several researchers argued that exchanging information with unknown people through customer-to-customer sources was not perceived as trustworthy or even valuable to consumers when making a purchase decision [10]. Recent research revealed that if consumers had positive attitude towards certain products or brands and these products or brands were successfully satisfied consumers’ needs, consumers may recommend those products or brands to other consumers through online eWOM source [8]. Information about product brands from an eWOM source was likely to influence the formation of consumer’s brand attitude. Consumer’s brand attitude showed positive impact towards and purchase intention for the brand [8]. Furthermore, susceptibility to Informational Influence “refers to the process in which individual’s attitudes, beliefs, and behaviors are influenced by other people” [8]. Individuals with high susceptibility to information influence interpreted themselves as dependent and informational, while individuals with low susceptibility to informational influence saw themselves as independent and unique [8]. Previous research also revealed that consumer characteristic like susceptibility to informational influence contributed importantly to the formation of attitude towards online shopping [8]. Additionally, web appearance enabled the transition from information to knowledge for the users [11]. However, the design of the human-web interface for the transition was a challenging task [11]. Previous literature identified that a good web appearance meant the website offered a global and complete information about all the products sold. Each product was well described in the website. Information was visually easy to understand. Lastly, diversity of color and patron information was offered [12]. Former literature also revealed that web appearance had indirect effect towards attitude to online shopping [12]. 404 Penjira Kanthawongs / Proceeding – Social Science (2018), Page 401–410

Since consumers have to wait after ordering online, more online retailers choose to make a uniform promised delivery arrangement as a powerful weapon to achieve competitive advantages. Many online retailers use the third party logistics (TPL) to complete orders under capital constraints. However, the uncertainties by adding the third parties would complicate actual fulfillment processes and increase the risk of delivery inaccuracy for online retailers [13]. Küster et al. suggested a uniform promised delivery arrangement involved clear and detailed delivery services. Additionally, the web was responsible towards changes in the delivery time and faulty products [12]. If delivery arrangements were well- served, customers were likely to have positive attitude towards online shopping. Furthermore, attitude towards online shopping was based on Theory of Reasoned Action (TRA) stating that behavioral use of a product was derived from intention to use that product which was derived from the attitude towards that product [14]. Researchers in India found that collectivism was significantly related to attitude of green purchase intention [15]. Additionally, Thai researchers also suggested that social factor and individual factor be significant predictors of attitude in using Learning Management System (LMS) [16]. In terms of online retailers of SME e-retailing industry in Spain, past literature indicated that web appearance showed indirect effect with attitude towards online shopping [12]. Moreover, eWOM source influenced attitude towards online shopping of consumers with high and low susceptibility to information influence [8]. The group of generation Z were young adults who were born in 1995 or later and were highly educated, technologically savvy, innovative, and creative [6]. Their different behaviors from prior generations were a challenge to online shopping retailers [6]. This generation of consumers is less loyal to retailers and they expect retailers to deliver the products to them. They have no brand loyalty and care more about the experience [7]. Regarding this background, the author would like to get more insights into consumers’ expectations of future interactions in the smart technologies, media, and management settings. Therefore, the aim of this study is to explore how eWOM (electronic word-of-mouth) source, web appearance, susceptibility to information influence, and delivery arrangements positively impacted attitudes towards online shopping of university students who were generation Z. Then, it was hypothesized that ewom source, susceptibility to information influence, web appearance, and delivery arrangement positively affected attitude towards online shopping.

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3. Methodology The methodology of this research was based on a quantitative approach. This research used a survey method and collected data from a questionnaire. The target population was undergraduate students enrolled in general education courses in 2015-2016 in two private universities in Bangkok and Pathumthani provinces of Thailand of about 720 students. A non-probability purposive sample was implemented since the respondents were chosen based on their age (18-21 years old). A research instrument or a survey questionnaire assessing the construction of the recent studies was developed from academic published scales of previous research as stated in the literature review. The sample size of this research was calculated from 40 pilot questionnaires using G*power version 3.1.9.2, created by [17] and approved by several researchers [18] with the Power (1– β) of 0.88, Alpha (α) of 0.11, Number of Test Predictor of 4, Effect Size of 0.048 (Calculated by Partial R2 of 0.046). Then, the result showed that the minimum number of the total sample size was 241 [17]. A total of 300 self-administrated questionnaires were distributed to all students by two lecturers and 271 usable surveys were returned giving an overall response rate of 90%. Thus, 271 sets of questionnaire were utilized. The Cronbach's Alpha values of all variables were between 0.719-0.855, which were exceeding 0.65 [19]. As a result, all of the scales were acceptable. Then, the analysis using descriptive statistic consisted of frequencies, percentages, means, standard deviations was implemented. The hypothesis testing was tested using Multiple Regression Analysis to analyze the influence of independent variables (eWOM Source – eWOM, Susceptibility to Information Influence – SII, Web Appearance – WA, and Delivery Arrangement – DA) towards dependent variable (Attitude towards Online Shopping – AOS). Results of Multiple Regression Analysis is shown in Table 1 below.

4. Results and Discussion Table 1: All results and multiple regression analysis

Dependent Variable: Attitude towards Online Shopping, Mean = 3.629, S.D.=.689

Cronbach’s Alpha (C.A.) =.855, R = 0.522, R2 = 0.272, Constant = .843

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Independent Variables Mean S.D. C.A. β t Sig. VIF eWOM 3.571 .629 .729 .276** 4.593 .000 1.315 SII 3.620 .678.719 .075 1.305 .193 1.189 WA 3.913 .611.774 .138 2.415 .016 1.189 DA 3.429 .658.797 .232** 4.034 .000 1.209 **statistical significant level of .01 The sample of this study was females (57.9%) more than males (42.1%); the majority of the respondents was 20 years old (49.4%); had “high” grade point average (52.8%) of 3-3.99 (4 as the highest). Most of them (61.6%) were sophomore year. They mostly studied in School of Business Administration (50.2%), had around 0-10,000 baht (42.1%) and 10,001- 20,000 baht (42.1%) for monthly expenses. Most of them spent more than 5 hours (52%) surfing on the Internet. They were mostly interested to purchase fashion, health, beauty, and food products through online payments. Most of them preferred packages delivered by courier services. Most of them preferred to buy from online shopping malls like Lazada, Zalora, or Tarad.com along with social media like Facebook, Instagram, or Line Application. The researcher found that only eWOM source (β=.276) and delivery arrangements (β=.232) had positive impact on attitude towards online shopping, explaining 27.2% at significant level of .01. Therefore, eWOM source was a more significant predictor of attitude towards online shopping for generation Z’s consumers than delivery arrangements, while susceptibility to information influence and web appearance were not significant predictors. The results of Table 1 passed the test of heteroscedasticity for Susceptibility to Information Influence (SII) and Web Appearance (WA). Future research should be explored for all independent variables. However, all independent variables of eWOM Source (eWOM), Susceptibility to Information Influence (SII), Web Appearance (WA), and Delivery Arrangements (DA) passed multicollinearity testing since variance inflation factor (VIF) values are below four [20]. Then, there was no multicollinearity problem. Therefore, hypothesis was partially supported by only eWOM source, and delivery arrangements had positive impact on attitude towards online shopping.

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5. Conclusions The retail businesses have been forced to implement smart technologies like Virtual Reality (VR) and Augmented Reality (AR) technology inevitably to reach the largest population like in China. Mobile shopping has driven the younger generations of consumers for retail innovations. Moreover, digital advertising will become growing ad markets by 2019 [4]. Video, infographics, or data visualizations are the paths to shorten the processes in reaching wider audience to view. The management especially for small businesses needed to streamline their operations to stay efficiently and effectively during the innovative retailing era. Thus, retailers should look for smart technologies, media, and managements in order to increase consumer experience and to gain competitive advantages. Generation Z is the most interesting group of consumers since they have a huge spending power and they are becoming a large population around the world. However, they are the most difficult group to build brand engagement or loyalty. They are demanded consumers who skip ads very quickly and prefer new technologies in advertisement. Although the author hypothesized that eWOM source, susceptibility to information influence, web appearance, and delivery arrangement positively affecting attitude towards online shopping, only eWOM source and delivery arrangements had positive impact on attitude towards online shopping. Furthermore, eWOM source was a significant predictor of attitude towards online shopping for Generation Z’s consumers to delivery arrangements. These findings were similar to researches by Chen et al. [8] that eWOM was a source of information about brands and products. Also, the results were similar to the work of Kim & Gupta [9], Priporas et al. [6], and Fayossy [7] that Gen Z’ consumers may more rely on eWOM sources because they believed that consumer-to-consumer information was more reliable and less susceptible to commercial motives. Additionally, Gen Z’s consumers Priporas et al. [6], and Fayossy [7] saw delivery arrangements as the second most important factor for their attitude towards online shopping since most of them still preferred packages delivered by courier services. Then, a uniform promised delivery arrangements were a powerful weapon to achieve competitive advantages [12]. If delivery arrangements were well-designed, Gen Z’s consumers were likely to have positive attitude towards online shopping [14]. The results of this study also revealed that Gen Z’s consumers were interested to purchase fashion, health, beauty, and food products through online payment and they tended to have high monthly expenses up to 20,000 baht per month. Therefore, 408 Penjira Kanthawongs / Proceeding – Social Science (2018), Page 401–410 online retailers should pay attention to this group of consumers and should emphasize on eWOM source and delivery arrangements to create their positive attitude towards online shopping. Future research includes longitudinal research to keep track of Gen Z’ consumers’ behaviour, extended model into purchase intention, purchase decision, and customer loyalty of Gen Z.

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The Relationship between Dividends and Profitability on the Stock Exchange of Thailand: A Case Study of The Information & Communication Technology Portfolio Nicknipar Boonchouy1 and Supannika Sanpakaew2 1,2Faculty of Accontancy, Bangkokthonburi University, E-mail: [email protected]

ABSTRACT This research object was to study the relationship between dividends and profitability on The Stock Exchange of Thailand: A Case study of The Information & Communication Technology Portfolio. Sample of research was the information in financial statement of Portfolio on The Stock Exchange of Thailand: A Case study The Information & Communication Technology Portfolio. Since the period of accounts for the year ended 31 December 2014 until 2016, the total period of 3 years, exempt entities during rehabilitation or repair work during the bankruptcy and the fund includes a total of 26 companies with a total sample of 78. The study data were analyzed by statistical software packages for Social Science Research in the process. This comparison was to examine the relationship between the independent and dependent variables and to test the dividend correlates with the rate of return on assets return on equity for shareholders and the net profit. The level of statistical significance defined α = 0.05 statistical reference parameter distributions T-test to test the difference between the average of the two population groups that are independent from each other. The research found that the dividend payment on The Stock Exchange of Thailand. A Case study of The Information & Communication Technology Portfolio was correlated with the rate of return on assets, return on equity for shareholders and the net profit. Relations in line with the dividend statistically significant and dividends should rise in line with real profits. So the bottom line is the key factor in determining dividend policy among other factors.

Keywords: Dividend

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Background problem and significance of study The exploring of free trade at present leads to the economy, production potential and also the power to negotiate in the national arena. The establishment of the ASEAN Economic Community (AEC) in 2015 is a major milestone in the regional economic integration agenda in ASEAN, members include Thai, Myanmar, Laos, Vietnam, Malaysia, Singapore, Indonesia, Philippines, Cambodia and, Brunei. The goals of the ASEAN Economic Community consist of single market and production base, competitive economic region, equitable economic development and fully integrated region in the global economy. Free trade leads Small, medium and large businesses have come up with a way to generate revenue such as profit and dividends. These foreign investors are interested and believed that are the keys of the success of business which is in the form of cash and can be measured, and the particular entity's financial statements. Details of the business, whether it is an asset. Liabilities, capital (equity). Income and expenses of the parties in each period the account executives, investors, or people involved in the financial data analyst for planning in the short term, long term and so there is a turnover in a better direction. Therefore, investors, executives, or people involved; therefore there must be knowledge to analyze financial statements to be useful to business. The quest for investment results and rewards. Research, therefore, foresees the importance of business in the form of dividends. Researchers therefore studied whether the dividend payment is related to profitability factors that have an impact on the technology and communication companies group on the Stock Exchange of Thailand : Case study of the Information & Communication Technology Portfolio. This research is the study of financial statements including statement of financial position, the cash flow statement, statement of comprehensive income and notes to the financial statements retroactive from 2014 to 2016 of listed companies, only companies listed on the Stock Exchange of Thailand in The Information & Communication Technology Portfolio only. To guide the analysis of the dividend from the financial statements. Investors can use the results of this research as a guideline for analyzing their returns instead of investing and receiving returns as expected.

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Research objectives 1. To study the relationship between dividends and profitability on The Stock Exchange of Thailand : Case study The Information & Communication Technology Portfolio. 2. To be a guideline for analyzing the dividend of Portfolio on The Stock Exchange of Thailand : Case study The Information & Communication Technology Portfolio.

Scope of the study The study of the relationship between dividends and profitability on The Stock Exchange of Thailand : Case study The Information & Communication Technology Portfolio, dividend as follows: 1. The population used in the study include information in the financial statements of companies listed on the stock exchange of Thailand in The Information & Communication Technology Portfolio from the period accounts for the year ended 31 December 2014 until 2016, the total period of 3 years. 2. The samples include information in the financial statements of companies listed on the stock exchange in The Information & Communication Technology Portfolio from the period accounts for the year ended 31 December 2014 to 2016, The total period of 3 years. Exempt entities during rehabilitation or repair work during the bankruptcy, and the Fund. Includes a total of 26 companies with a total sample of 78.

Instrumentation Variables in hypothesis testing 1. Independent Variable : include dividend. The dividend is from an announcement in the notes to the financial statements for the year of study. 2. Dependent Variables : include return on total assets (ROA), return on equity (ROE), and net profit margin

Data collection Researchers used data from the secondary, the information is derived from the Stock Exchange of Thailand. These data information is from the annual financial statements, statement of comprehensive income, statement of financial position and notes to the 414 Nicknipar Boonchouy and Supannika Sanpakaew / Proceeding – Social Science (2018), Page 411–419 financial statements, during a period of 3 years from the accounts period for the year ended 31 December 2014 until 2016.

Data analysis This research is to focus on the relationship between dividend and profit in the technology and communications companies group on the Stock Exchange of Thailand. Thus, to be able to summarize study results on such matters, researcher must analyze the statistical data by statistical package for social science research in processing. As a comparison, to test the relationship between the independent and dependent variable. To test the dividend is related to the Return On total Assets (ROA), Return On Equity (ROE), and net profit margin (Net Profit Margin). By determining the statistical significance level defined α = 0.05, Parametric Inference, T-test distribution and, to test the difference between the average of the population independent samples test.

The result of study Research is on the relationship between dividends and profitability on The Stock Exchange of Thailand : Case study of The Information & Communication Technology Portfolio. The study found that dividends were paid total of 62 samples (79.49 percent). The amount of such a rate of return on assets (ROA) was very high level (10% or more) of the 25 samples (40.32 percent). High level (6.99% -9.99%) of the 25 samples (40.32%), moderate level (3.00% -5.99%) of 7 samples (11.29%). Low level (0.01% -2.99%), of 4 samples (6.45%) and none (0.00 or less than 0.00) of 1 sample (1.61%). Consideration to return on equity (ROE) was very high level (31% above), of 11 samples (17.74%). high level (16.00%-30.99%), of 17 samples (27.42%), moderate level (6.00%-15.99%), of 26 samples (41.94%), Low level (0.01%-5.99%), of 7 samples (6.45%), and none (0.00 or less than 0.00) of 1 sample (1.61%). Consideration to Net Profit Margin was very high level (31% above), of 4 samples (6.45%). High level (16.00%-30.99%), of 6 samples (9.68%), moderate level (6.00%-15.99%), of 22 samples (35.48%), Low level (0.01%-5.99%), of 29 samples (46.77%), and none (0.00 or less than 0.00) of 1 sample (1.61%). 415 Nicknipar Boonchouy and Supannika Sanpakaew / Proceeding – Social Science (2018), Page 411–419

The study found that some samples did not pay dividends are 16 samples (20.51), The number of such samples rate of return on assets (ROA) was very high (10% or more) of 0 samples (0.00%). high level (6.99%-9.99%), of 2 samples (12.50%), moderate level (3.00%-5.99%), of 3 samples (18.75), Low level (0.01%-2.99%), of 3 samples (18.75%), and none (0.00 or less than 0.00) of 8 sample (50.00%). Consideration to the return on equity (ROE) was very high level (31% above), of 0 samples (0%). High level (16.00%-30.99%), of 0 samples (0.00%), moderate level (6.00%- 15.99%), of 3 samples (18.75%), Low level (0.01%-5.99%), of 3 samples (18.75%), and none (0.00 or less than 0.00) of 10 sample (62.50%). Consideration to the Net Profit Margin was very high level (31% above), of 0 samples (0%). High level (16.00%-30.99%), of 0 samples (0%), moderate level (6.00%- 15.99%), of 3 samples (18.75%), Low level (0.01%-5.99%), of 3 samples (18.75%), and none (0.00 or less than 0.00) of 10 sample (62.50%).

The table of data analysis of the relationship between dividend and profit in the technology and communications companies group on the Stock Exchange of Thailand. Sig (2- Mean F Sig t df tailed) Difference ROA Equal variances assumed 1.624 .206 -7.802 76 .000 -2.175 Equal variances not -7.104 21.000 .000 -2.175 ROE assumed .758 .387 -7.275 76 .000 -1.921 Equal variances assumed -8.076 27.134 .000 -1.921 Net Equal variances not .051 .822 -4.658 76 .000 -1.163 Profit assumed -4.973 25.544 .000 -1.163 Margin Equal variances assumed Equal variances not assumed From the table above is an analysis of the information in the financial statements of listed companies listed on the stock exchange of Thailand in The Information & Communication Technology Portfolio from the level of statistical significance defined α = 0.05 by the use of Sig (2-tailed) only. The consideration to the return on total assets (ROA), 416 Nicknipar Boonchouy and Supannika Sanpakaew / Proceeding – Social Science (2018), Page 411–419 there were statistically significant differences by F equal to 1.624 in Sig’s column and there were statistically significant differences equal to 0.206, thus, we use the value of under list of Sig (2-tailed) which is equal to 0.000. Consideration to The return on equity (ROE) found that, there were statistically significant differences by F equal to 0.758 in Sig’s column and there were statistically significant differences equal to 0.387, thus, we use the value of under list of Sig (2-tailed) which is equal to 0.000. Consideration to Net Profit Margin found that, there were statistically significant differences by F equal to 0.051 in Sig’s column and there were statistically significant differences equal to 0.822, thus, we use the value of under list of Sig (2-tailed) which is equal to 0.000, This means that there are statistically significant at the 0.05 level. It can be concluded that the dividend payment was correlated with the return on total assets (ROA), return on equity (ROE) and net profit margin (NPL) is statistically significant at the 0.05 level.

Hypothesis testing The hypothesis testing of this research is to analyze the statistical distribution of T-test vertices to the difference between the average of the two population groups that are independent from each other. Integrated data analysis of the relationship between the dividend and profit in the technology and communications companies group on the Stock Exchange of Thailand. To test the relationship between the independent variables and dependent variables are based on the assumptions appear as follows: 1. The dividend is correlated with the return on assets (ROA). 2. The dividend is correlated with the return on equity (ROE). 3. The dividend is correlated with the net profit margin. Test results from the table. Can be summarized as follows. The dividend is correlated with the return on assets (ROA) was statistically significant at the 0.05 level. The dividend is correlated with the return on equity (ROE) was statistically significant at the 0.05 level. The dividend is correlated with the net profit margin was statistically significant at the 0.05 level. 417 Nicknipar Boonchouy and Supannika Sanpakaew / Proceeding – Social Science (2018), Page 411–419

Research discussion Research on the relationship between dividends and profitability on The Stock Exchange of Thailand : Case study of the Information & Communication Technology Portfolio. The objective of this research is to study the relationship between dividends and profitability on The Stock Exchange of Thailand. Case study of the Information & Communication Technology Portfolio. The study has determined assumptions of the study 1st Hypothesis 2nd Hypothesis and 3rd Hypothesis and conclusion of the hypothesis test are as follows. 1st Hypothesis: the dividend of Portfolio on The Stock Exchange of Thailand. Case study The Information & Communication Technology Portfolio is correlated with the return on assets (ROA). The result of study found the dividend of Portfolio on The Stock Exchange of Thailand. Case study The Information & Communication Technology Portfolio is correlated with the return on assets (ROA) and is statistically significant by having the same direction in relation to dividend payments, which is consistent with this hypothesis. 2nd Hypothesis: the dividend of Portfolio on The Stock Exchange of Thailand. Case study The Information & Communication Technology Portfolio is correlated with the return on equity (ROE). The result of study found the dividend of Portfolio on The Stock Exchange of Thailand. Case study The Information & Communication Technology Portfolio is correlated with the return on equity (ROE) and is statistically significant by having the same direction in relation to dividend payments, which is consistent with this hypothesis. 3rd Hypothesis: the dividend of Portfolio on The Stock Exchange of Thailand. Case study The Information & Communication Technology Portfolio is correlated with the net profit margin. The result of study found the dividend of Portfolio on The Stock Exchange of Thailand. Case study of the Information & Communication Technology Portfolio is correlated with the net profit margin and is statistically significant by having the same direction in relation to dividend payments, which is consistent with this hypothesis. Correspondence with Onthicha Intapaj (2016), studied on The determining factors on the dividend payment of listed companies in Market for Alternative Investment (MAI) are as follows: The average dividend yield of listed companies on the Market for Alternative Investment (MAI) was 4.53% and The average dividend payout ratio was 76.37%. In addition, multiple regression analysis, found that the rate of return on equity, working capital ratio, 418 Nicknipar Boonchouy and Supannika Sanpakaew / Proceeding – Social Science (2018), Page 411–419 debt to asset ratios and cash flow from operations. The relationship is in the same direction with the rate of dividend yield statistically significant. The correlation in the opposite direction was statistically significant. For the dividend payment rate, it found that the size of business war a single factor that has a significant on the rate of dividend distribution of listed company in Market for Alternative Investment (MAI), It has a positive relationship with the dividend payment rate. Thasit Sawarojanakijtecho (2015) studied the factors influencing the dividend payment of 30 listed companies in the Stock Exchange of Thailand during 2005 – 2014, used the two measures are dividend payment rate and dividend rate of return Based on Fixed Effects Analysis and Random Effects Regression Analysis. The study found that the factors influencing to the dividend payment include profitability, size of the business, quantity of liabilities Ratio, and cash flow from operations. The profitability ratio has a positive influence on the dividend payment rate. Debt ratio and the operating cash flow ratio has a negative impact on the dividend payment rate for the rate of dividend yield. However, the research found that the factors that influence the rate of dividend yield of companies, include: Ratio of profitability, and the size of the business. However, ratio of profitability and the size of the business has a negative impact on the dividend yield. Nujaree taweepaiboon (2009) studied the relationship between dividend payment and profit on the Market for Alternative Investment (MAI), the concept of dividend distribution, the executives are confident that the company will have a better performance in the future. Thus, executives use dividend as a signaling tool. Let the investor know. And to reduce the inequality of information. Although dividends will be a higher cost than other costs, such as profit margins. Companies that are weak can imitate them. But dividends are a difficult way to copy due to the high cost. If executives believe that the company may have insufficient cash flow to invest in the future, so they will not pay dividends. Therefore, the dividend is an important tool that the executive would send a signal to investors’ confidence about the earnings of profit in the future.

Suggestions From This research, there are suggestions that may be useful as follows: 1. Investors who are interested can use this information to make a decision to invest in the Stock Exchange of Thailand in The Information & Communication Technology Portfolio 419 Nicknipar Boonchouy and Supannika Sanpakaew / Proceeding – Social Science (2018), Page 411–419

2. The relevant authorities can bring this information to guide the development plan, in order to develop and making progression.

Suggestions for further research. This research is a specialized study on The Information & Communication Technology group in The Stock Exchange of Thailand; therefore, the further research may study the others business group, such as Financial institutions or other industries.

Bibliography Thai Language Manita Parijchut. (2016). Dividend. Search from https : //sites.google.com. Dividend Policy. (2016). Search from financial-mba.blogspot.com/2010/11/ dividend- policy.htm Dividend. (2016). Search from https://th.wikipedia.org/wiki. The Stock Exchange of Thailand. (2016). History and Role, Financial Statements Year 2014- 2015 Search from https://www.set.or.th. Onthicha Intapaj (2016). The determining Factors on the dividend payment of listed companies in Market for Alternative Investment (MAI). Independent Research, Bangkok University Yoawarak Sukwiboon. (2015). Financial Ratio Analysis. (6th edition) Bangkok: TPN Press. Thasit Sawarojanakijtecho (2015). Factors influencing on the dividend payment of listed companies in The Stock Exchange of Thailand: A case study of SET High Dividend Of Thailand. Independent Study, Bangkok University. Charuamkhawn Kruboonyong. (2011). Report of Financial analysis. Bangkok: SE-ED Ltd. Nujaree taweepaiboon. (2009). The relationship between dividend payment and profit on the Market for Alternative Investment (MAI). Master's thesis on Accounting, Management and Tourism Burapa university. Master of Accountancy Accounting, Management and Tourism Burapa university. Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Business, Management and Accounting, May 2018, Page 420-432 www.iseec2018.kbu.ac.th The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

Tourism: Exploitation or Opportunity? Scott Hipsher1 1Lesturer, Webster University, [email protected]

ABSTRACT There is significant disagreement about the impact international trade and tourism on poverty reduction and the lives of the workers in developing economies. On one hand, there is the argument that workers are being exploited by multinational enterprises and the international trading system. While on the other hand, the argument is made international trade and tourism providing additional livelihood opportunities in which local people can voluntarily accept or reject. The article explored the debate through the perspective of workers in the tourism industry in Thailand. A matched-pairs analysis was conducted to compare the attitudes of workers in foreign owned companies compared to workers in Thai- owned firms. The findings showed workers generally believed tourism increased their ability to find quality employment and there was no significant difference found in the attitudes of workers in foreign or locally owned firms.

Keywords: Tourism, Foreign Direct Investment, Multinational Enterprises, Exploitation, Poverty Reduction

1. Introduction The argument over whether “capitalism,” international trade, the private sector, tourism and the activities of multinational enterprises (MNEs) produce more harm than good while exploiting workers in developing economies, as opposed to providing additional opportunities which generally have positive outcomes has endured. There continues to be significant opposition to increasing trade openness, foreign direct investment, tourism and activities of multinational companies due to a belief trade exploits workers in developing 421 Scott Hipsher / Proceeding – Social Science (2018), Page 420–432 economies [1-3]; despite the overwhelming evidence showing economic benefits of integration into global value chains [4-6]. Scholars who assume capitalism, international trade, the private sector, tourism and MNEs are agents of exploitation in developing economies generally make an assumption there is a one-way power relationship in which workers have little choice but to accept conditions set by employers and assume the profit motive is inherently exploitative in nature [7-9]. Many of these scholar would seem to perceive our current era as a time in human history where inequality, poverty, environmental degradation, and conflict driven by the domination of market-based economies, MNEs, and “globalization” dominate our lives [10-12]. On the other hand, individuals who argue capitalism, international trade, the private sector and MNEs are agents of growth, opportunity and poverty reduction in developing economies generally use comparison of working conditions in MNEs and firms supplying global value chains in developing economies to other opportunities available to the workers, focus on the voluntary nature of market transactions and assume individuals in developing economies have the ability to make decisions that best fit their individual needs when new and additional opportunities become available [13-15]. Many comparative studies show working conditions and salaries in foreign owned MNEs in developing economies are often more attractive than working conditions and salaries on locally owned firms [16-18]. Advocates of capitalism, international trade, the private sector and investment and activities by MNEs tend to see the world as being on an improving trajectory and focus on the amazing advancements in life-expectancy, poverty reduction and global cooperation which has accompanied the rise of market-based economies and globalization. “It is easy to forget we have just witnessed half a century of the greatest mass escape from poverty in human history. The proportion of the world’s population living in extreme poverty in 2008 (those earning less than a $1a day) was a ﬁfth of what it was in 1960” [19]. There is an abundance of examples and empirical evidence indicating nations which actively engage in market liberalization and join global value chains tend to reduce poverty and improve the living standards of their citizens to a greater extent than countries which follow a more isolationist path [20-22]. It has often been pointed out the success East Asia economies have had in reducing poverty, extending life expectancies and improving living 422 Scott Hipsher / Proceeding – Social Science (2018), Page 420–432 conditions after integrating deeply into global trading networks and welcoming FDI from multinational companies is in sharp contrast to the less success seen in these areas by many economies in Africa, South America and South Asia which have generally used more protectionist policies which has limited the role multinational enterprises and global trade have played in their economies [23-25].

2. Tourism The debate over exploitation or opportunity has also been carried out in analysing the impact of the tourism industry in developing countries. Those on the side of exploitation have claimed tourism creates mostly low paid jobs [26-28]. On the other side, when economic data or the opinions of the workers and local communities hosting tourism activities are more closely examined, a case has often been made tourism provides opportunities for growth in economies, especially economies which are not attractive locations for investment in manufacturing, and provide a large number of opportunities for individuals without high level of education or specialized skills [29-31]. 2.1. Tourism industry in Thailand Tourism is an important part of the Thai economy. The World Travel and Tourism Council in 2017 [32] reported that travel and tourism made an 9.2% direct contribution to the nation’s GDP while the overall contribution through both direct and indirect channels is around 20.6 %; creating 2,313,500 jobs in 2016. About 80% of travel and tourism’s contribution to the Thai economy came from international visitors while the remaining 20% come from domestic tourism.

3. Tourism Study 3.1 Hypotheses To test whether MNEs in the tourism industry exploit or provide opportunities as perceived by the workers, a pair of hypotheses have been formed. Hypothesis 1a. Workers in foreign owned firms feel tourism has a more negative effective on their ability to find quality employment than workers in Thai-owned firms. Hypothesis 1b. Workers in foreign owned firms feel tourism has a more positive effective on their ability to find quality employment than workers in Thai-owned firms. 423 Scott Hipsher / Proceeding – Social Science (2018), Page 420–432

3.2 Data Gathering Interviews were held with 75 workers in the tourism industry from Thai-owned firms and another 75 workers from foreign-owned companies. The focus was on recording the opinions of lower-skilled workers as opposed to mangers or professional level employees. The original intention was to do all of the interviews in the Northern Thailand provinces of Chiang Mai and Chiang Rai, but due to unforeseen circumstances only 50 interviews of workers of both local and foreign companies were conducted in these Northern provinces and 25 interviews from each category were held in Bangkok. The interviews were carried out and translated by local research assistants as it was hoped the participants would be more open with interviewers closer in age and culture, although the researcher did sit in on a few interviews to ensure proper procedures were followed. Each of the two research assistants carried out an equal number of interviews with workers from both foreign and domestically owned companies to reduce any possible interviewer bias.

Figure 1. Demographic Data on Participants

Foreign owned Thai-owned Age Under 30 30 and over Under 30 30 and over 54 21 47 28 Gender Male Female Male Female 37 38 41 34

3.3. Research Methodology and Methods The tourism industry in Thailand is extremely diverse and without any centralized database it was determined to be nearly impossible to use any form of random sampling. Therefore the decision was made to use a matched pair analysis, as matched pairs analysis is considered an acceptable technique in the social sciences when random sampling is not feasible [33-35]. The intention of using a matched pair analysis is to replicate, as closely as possible, the principles and practices associated with randomized experiments when examining observational data [36]. 424 Scott Hipsher / Proceeding – Social Science (2018), Page 420–432

The participants were asked to answer a question using a Likert scale where the categories were: very positive, positive, neutral, negative and very negative. The debate over whether to use parametric or non-parametric tests with Likert data has been around for a long time [37-39]. It was decided to follow the advice of scholars who found the use of parametric tests was acceptable and the choice of method rarely changes results [40-42]. Although the results were validated using non-parametric tests.

3.4. Matched-pairs-Hypothesis 1a and 1b Before selecting pairs to be matched, the demographic characteristics of age as divided into the categories of over and under 30, and gender were examined using a two-tailed t- test for independent pairs at a .05 confidence level and no significance differences were found. The results were verified using a Mann-Whitney U non-parametric test. Figure 2. What do you think the effect of tourism has on your ability to get a good job?

Men Women a. very positive 25 a. very positive 23 b. positive 52 b. positive 49 c. neither positive nor negative 0 c. neither positive nor 0 negative d. negative 1 d. negative 0 e. very negative 0 e. very negative 0 Under 30 Over 30 a. very positive 25 a. very positive 23 b. positive 52 b. positive 49 c. neither positive nor negative 0 c. neither positive nor 0 negative d. negative 1 d. negative 0 e. very negative 0 e. very negative 0

Therefore in selecting matched pairs, both age group and gender were used when possible, but the primary criteria used was job category. The participants were divided into 425 Scott Hipsher / Proceeding – Social Science (2018), Page 420–432

11 different job categories. Thus it was determined there were 63 matched pairs. Within each job category, the pairs were matched as closely as possible through the use of reported job titles, descriptions of duties supplied by the participants and subjective evaluation of level of responsibility.

Figure 3: Results Gender and Age

Independent samples t-test t-value P-value Significance Age -0.30 0.77 Not Significant Gender -0.62 0.54 Not Significant Mann-Whitney U Test Z-score P-value Significance Age -0.079 0.94 Not Significant Gender 0.8299 0.41 Not Significant

Figure 4. Job categories of participants.

Foreign Owned Thai owned Security 6 Security 6 Front Desk 24 Front Desk 18 Bellboy 2 Bellboy 2 Housekeeping 4 Housekeeping 8 Back Office 8 Back Office 4 Food and Beverage (service) 18 Food and Beverage (service) 19 Food and Beverage (preparation) 5 Food and Beverage (preparation) 5 Maintenance 6 Maintenance 9 Masseuse 2 Masseuse 0 Driver 0 Driver 3 Guide 0 Guide 1

426 Scott Hipsher / Proceeding – Social Science (2018), Page 420–432

3.5. Results The hypothesis was tested on the 63 pairs using a t-test for two dependent mean, with a score of 5 assigned to very satisfied; down to a 1 for very negative. Two-tailed analyses with a 0.05 significance level were used for all tests. The results were supported by using the non-parametric Wilcoxon Signed-Rank Test. The mean for foreign owned firms was 4.37 which was slightly higher than the mean for the Thai owned firms of 4.24.

Figure 5. Hypothesis 1a and 1b matched pairs test t/z-Score P value Significance t-test -1.53 0.13 Not significant Wilcoxon Signed-Rank Test -1.35 0.18 Not significant

4. Discussion The results show, in general workers, had a very positive attitude towards the impact of the tourism industry on their ability to find quality employment; which is consistent with findings obtained in Vietnam [43]. Additionally, there was not found a significant difference in attitudes between workers in foreign-owned and Thai owned companies. Neither Hypothesis 1a nor Hypothesis 1b were supported. These results suggest workers in foreign owned enterprises do not generally feel exploited, but instead feel tourism provides valuable opportunities. We also see workers in Thai owned companies feeling tourism and engaging in this form of international trade provided them with additional livelihood opportunities. Assuming workers have free will and opportunities, it might not be surprising to see workers who have voluntarily chosen to work in the tourism industry feel they made a good choice of occupation. There was no evidence found supporting the idea workers felt they were exploited by foreign companies and by being engaged in the tourism industry.

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5. Limitations and Future Research It is recognized there are problems with relying on self-reported measures, and while there was an attempt to get the opinions of workers in a variety of different types of jobs and industries, there is no guarantee the responses are representative of the general population of workers in the tourism industry in Thailand. These results are part of a larger study concerned with exploring job satisfaction and perceptions of the tourism industry in Thailand, and it is hoped there will be more quantitative future studies which explore the levels of job satisfaction of different samples of workers in the industries as well as qualitative studies which explore the perceptions and lived experiences of workers in the industry in more depth.

6. Conclusion The results suggest the workers in the sample did not consider working in a global industry nor working for a foreign owned firms resulted in exploitation. Instead, as predicted by most economic analysis and other empirical studies of the opinions of workers, the workers felt tourism and engaging in an internationally focused industry provided valuable opportunities.

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Win-Win Strategic Policy Planning for CLMV Cross Border Trading in Wholesale Consumer Product Sector: A Case Study of Cambodia Veeraphat Kritthanathip1,3, Senee Suwandee2, Ithikorn Khamdej1,3 , Nungruthai Timyaingam1,4, Pongthon Roongcharoen1, Nithipat Sutthitham1, Prathom Sutthiroj5, Suttiwan Kanlaya1,10, , Chana Themsirisak1 Thanaporn Suesuan1, Leng Parnvichain1, Pongpan Punlertwongsakul7, Ratana Kun8,9, , Sakon Taoklam6, Pairin Pupradup6, Natthatida Roengthanapiboon6, Sirinapha Rajatabhothi6, Nijira Klangsombat6, Waiyawut Hankunaku8, Junrachart Tancharoen1, Piraporn Konkhum1, Chana Themsirisak1, Boonaue Boonrith3 , Chalermpol Waitayangkoon11 and Suriyan Cha-um1 1Innovation and Freetrade Business Institute (IFBI), Kasem Bundit University, Suan Luang, Bangkok 10250 Thailand 2Vice President for Planning and Development, Kasem Bundit University, Thailand 3Prof. Ph.D Program on Public Policy and Management Graduate School, Kasem Bundit University, Thailand 4Faculty of Engineering, Kasem Bundit University, 5Faculty of Architecture, Kasem Bundit University, Thailand 6Faculty of Liberal Arts, Kasem Bundit University, 7Public Relations Department, Kasem Bundit University, Thailand 8Doctorate Degree Program, Public Policy and Management, Kasem Bundit University, Thailand, 9MeanChey University, Cambodia 10Faculty of Business Administration, Kasem Bundit University, 11Master of Publication Administration Programme, Kasem Bundit University, Thailand

ABSTRACT Cross-border trade between Thailand and neighbor countries is favorable impact to enhanced economic corridors across countries. Major income gains from international trading. This research aimed to survey routes of Thai and Cambodia cross border and compare the management strategies in each region. In case of Cambodia, daily consumer products from Thailand identified as “high quality grade”, leading separately to “Thai Supermarket Products” with the best quality, high standard and well guarantee. Major logistic ways of consumer products from Thailand were identified as 1) by ships from Trad to Koh Kong gateway and 2) by trucks from Sa Kaeo to Banteay Meanchey gateway. In Cambodia, the strategic policy of wholesale consumer product shops was categorized as “blue ocean”, which was win-win strategic policy to be controlled logistic cost, shelf-life of products, inventory management and product benchmarking, relating to the knowledge sharing and transferring from Thai expert consultation as well as cooperation with Thai’s wholesalers.

Keywords: CLMV, Cross-border Trade, High Quality Grade, Wholesale Consumer Products

 This paper is base on the project under the supervision and financial support of the Ministry of Commerce, Thailand. This project is a large project with many academic staff. 434 Veeraphat Kritthanathip et al. / Proceeding – Social Science (2018), Page 433-438

1. Introduction In 2017, values of cross border trade between Thailand and Cambodia are 125.36 billion THB and gained the trade surplus for 78.3 billion THB. In addition, the export values of consumer products from Thailand shared 13% [1]. Cross-border trade between Thailand and neighbor countries are favorable impact to enhanced economic corridors across countries. Major income gained from international trading has been reported. In case of Cambodia, daily consumer products from Thailand identified as “high quality grade” to be opened as “Thai Supermarket Products” with best quality, high standard and guarantee. In addition, the border trading is an alternative way to transport the products from nation supplier to neighbor countries as logistic management [2]. Promotion on cooperative activity between both sides is an alternative choice to be improved the economic conditions and to be lift-up the trading values with sustainability. In the knowledge and knowhow sharing between Thai and Cambodia supply chain of wholesale consumer products using the business matching and TQM analysis has been validated [3,4,5]. Based on this objective, the data have been collected and analyzed in wholesale consumer products in both southern and central regions of Cambodia as sampling population with preliminary data for the further implemented strategies.

2. Methodology 2.1 Survey and data collection Two tails of survey were set to collect the data following the previous publication Self- assessment evaluation form (SAE). Six (southern region) and five (central region) provinces in Cambodia were chosen as population.

2.2 Self-assessment evaluation (SAE) form In a previous publication, SAE has been well validated in wholesale consumer products population in Thailand as selective procedure for training, workshops, human development, creative thinking, innovation, and consulting processes [6]. The SAE composing of nine major criteria i.e. 1) Leadership and clustering, 2) Strategic policy, 3) Customer relationship and national marketing, 4) Information system and analysis, 5) Human resources, 6) Business 435 Veeraphat Kritthanathip et al. / Proceeding – Social Science (2018), Page 433-438 management and supply chain, 7) Logistic and inventory management, 8) Safety, risk assessment and environment and 9) Business results had been well established.

2.3 SAE data collection There are a large population of wholesale consumer product shop in Southern and Central regions of Cambodia. Six wholesale consumer product shops in Koh Kong and Sihanukville (Southern region) and five wholesale consumer product shops in Siem Reap, Sisophon and Battambang (Central region), Cambodia were selected as sample, depending on the strong relationship with Thai government to lift-up the business competitiveness via training courses and workshops. Ranking score which has major and minor criteria was evaluated and compared between south and central region.

2.4 Statistical analysis Analysis of variance (ANOVA) were analyzed using SPSS software (version 11.5 for Windows, Microsoft USA). Mean comparison using t-test was validated by SPSS software (version 11.5 for Windows, Microsoft USA).

3. Results and Discussion Cross-border trades between Thailand and Cambodia via two routs i.e. Trad and Sa Kaeo have been practiced (87% of total export value to Cambodia). Survey and data collection in present study were mentioned in two routs: 1) Trad and 2) Sa Kaeo (Fig. 1). Ranking score in each major and minor criteria of southern- and central-groups of wholesale consumer products was almost similar in each criterion (Table 1), leading to identify as Blue Ocean atmospheres in this sector, which aimed to promote the cost sharing in term of logistics, inventory and pricing strategies [7]. In addition, the wholesale shopping centre in both southern and central regions were demonstrated (Fig. 2). Therefore, the overall performance improvements were implemented based on bilateral functions between Thailand and Cambodia to be lift-up the cross-border trade values in the future.

436 Veeraphat Kritthanathip et al. / Proceeding – Social Science (2018), Page 433-438

Table 1 Self-assessment evaluation (SAE) score levels in each major criterion of Cambodia’s wholesaler in both ‘Southern region’ and ‘Central region’ groups. Standard errors of means in each key performance index represent by SE.

Major criteria Score t-test Southern Central region region 1. Leadership, clustering and strategic policy 1.1 Leadership and clustering 2.500.15 2.500.10 ns 1.2 Friendly environments and social responsibility 2.750.10 2.750.05 ns 2. Strategic policy 2.1 Strategic policy development 2.500.01 2.500.05 ns 2.2 Strategic policy implementation 2.500.04 2.500.05 ns 3. Customer relationship and marketing 3.1 Customer service and two way communication 2.750.10 2.750.05 ns 3.2 Customer relationship and satisfaction 2.750.05 2.750.10 ns 4. Information, knowledge management and implementation 4.1 Data collection, evaluation and analysis 2.500.04 2.500.05 ns 4.2 Information, knowledge management and implementation 2.500.03 2.500.05 ns 5. Human resources 5.1 Good organization, professional skill, learning organizational 2.500.10 2.500.05 ns and knowledge management organization 5.2 Happiness, motivation, awarding system, creative thinking, 2.500.03 2.500.03 ns innovation and talent organization culture 6. Business management and supply chain 6.1 Design and development of novel process and services 3.000.10 3.000.15 ns 6.2 Measurement, standardization and data mining and analysis 3.000.05 3.000.07 ns 6.3 Implement innovative process and services 2.750.05 2.750.08 ns 7. Logistic and inventory management 7.1 Data collection, simulation and analysis, unique logistic process 3.000.04 3.000.10 ns and inventory management relating to the customers 8. Safety, risk assessment and environment 8.1 Infrastructure construction and management 2.000.04 2.000.05 ns 8.2 Concerning on safety, risk assessment and environment 2.000.02 2.000.05 ns 9. Business results 9.1 Customer satisfaction results 2.500.03 2.500.05 ns 9.2 Cash flow and marketing results 2.500.03 2.500.05 ns 9.3 Human resource and management results 2.500.03 2.500.05 ns 9.4 Competitiveness results ns 2.500.03 2.500.05 ns not significant difference. 437 Veeraphat Kritthanathip et al. / Proceeding – Social Science (2018), Page 433-438

Fig. 1 Two major routes of border trade between Thailand and Cambodia

(a)

(b)

Fig. 2 Overall performances of wholesale consumer products shop in Sihanukville Southern region (a) and Siem Reap Central region (b) 438 Veeraphat Kritthanathip et al. / Proceeding – Social Science (2018), Page 433-438

4. Conclusions In wholesale consumer product sector of Cambodia, almost major issues in southern and central regions were similar, leading to promote on not significant difference in business results. Therefore, the overall performance improvements were implemented to high standard on best practices following SAE based on bilateral functions between Thailand and Cambodia to be lift-up the cross-border trade values in the as soon as possible future.

Acknowledgements The authors would like to sincerely thank to the Department of Business Development (DBD), Ministry of Commerce for funding source and Eddie Lun for grammatical checking.

References [1] Than, M. (2002) Economic co-operation in the Great Mekong Subregion. Asian-Pacific Economic Literature, 11, 40-57. [2] Akdere, M. (2009) The role of knowledge management in quality management practices: Achieving performance excellence in organizations. Advance in Developing Human Resources, 11, 349-361. [3] Arumugam, V., Chang, H.W., Ooi, K.B., & The, P.L. (2009) Self-assessment of TQM practices: A case analysis. Total Quality Management Journal, 21, 46-58. [4] Ooi, K.B. (2014) TQM: A facilitator to enhance knowledge management? A structural analysis. Expert System with Applications, 41, 5167-5179. [5] Teece, D.J. (2010) Business models, business strategy and innovation. Long Range Planning, 43, 172-194. [6] Krittanathip, V., Rakkarn, S., Cha-um, S., & Jindawattana, A. (2013) Implementation of self- assessment evaluation for total quality management: A case study of wholesale sectors. Procedia-Social and Behavioral Sciences, 88, 81-88. [7] Kim, W.C., Mauborgne, R. (2004) Blue Ocean Strategy. Harvard Business Review, pp. 70- 79. HARVARD BUSINESS SCHOOL PUBLISHING CORPORATION. Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Decision Science, May 2018, page 439-446 www.iseec2018.kbu.ac.th The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

An Approval Premium Recommender System using Item-Based Collaborative Filtering Urachart Kokaew1 ,Tangdanai Yubolphring2 and Thitima Prajannaul3 1Assistance Professor,Ubiquitous Computing Laboratory, Department of Computer Science, Faculty of Science, Khon Kaen University, [email protected] 2,3Ubiquitous Computing Laboratory, Department of Computer Science, Faculty of Science, Khon Kaen University, [email protected], [email protected] com

ABSTRACT The system for approval reward program was developed to solve the problem of giving the premium to customers after sale. The objective is to solve the problem in the case of unknown whether which premium could satisfy customers. This development system supports for decision in approval and inventory premium management according to minimize time and systematically business process. Due to this system has to provide making decision, data collection, and checking for approval, therefore many tools were applied in development: Html, Css, php, JavaScript, JQuery, MySQL databases and bootstrap. This developed system of approve premium applied Item-Based Collaborative Filtering Recommendation algorithms in the prediction of customer group preference level toward the products. The system was applied for car dealer at Honda, Maliwan branch, Khon Kaen province to inquire the user satisfaction with the system developed.

Keywords: Approval System, Decision Support System, Item-Based Collaborative Filtering, Item Filtering

1.introduction In present day, a lot of merchandising business have a high competition rate. That makes an entrepreneur of these company must find more ways to increase their sell rate. To attract more customers and promote the product, which is an important component that will use further in marketing strategy. Entrepreneur had to apply the variety of promoting

440 Urachart Kokaew et al. / Proceeding – Social Science (2018), page 439-446 tools and method to fulfill customers demand and objective. The target and most effective promotion tools is giving the premium which can use in a lot of situation, have a long term benefit. It is all a method to promoting product. After found a way to attract more customers, entrepreneur always met a problem. Such as, how to make customers feel most satisfied or how complicated in a communication between sales person and premium approver for customer gifts. We see these problems, so we provide web application technology to help in communicating. An application can work on operation system Windows and Android. Moreover, researchers applied customer utility preference theory to help sales person to decide.[1]

2. Materials and Methods From an increasing in growth of recommend system on website, the most acceptable theory by user is Item-based Collaborative Filtering (CF). The most popular method which use to consider a recommended from system. A lots of companies applied CF to their system. Such as, Movie Lens, Jester, Amazon and Netflix. Private recommend system got a positive aspect in commercial and research term. Because this method can efficiency solve a problem and conflict. There are suggestion to create a matrix to simulate item list and predict review points. This method can use a model to calculate future, able to recommend product faster. The method is aim to predict related product that has resemble rating which would be a product that buyers like User based CF is method finding other user that have the same preference and conjecture list of targeted product from opinion of other users. Even this method made a very success, in the same time it comes with a lot of conflict, a problem of ability to expand. Because this method works slower when search a data that closet in bigger data of users. Problem of decreasing in data from less user who ranking list of lots of product in system, it is hard to decide how relate of these products are due to less of user in system. These conflict effect the quality of suggestion. But if we use CF - based item these problem can be resolved.[2]

441 Urachart Kokaew et al. / Proceeding – Social Science (2018), page 439-446

User2 item rating u1 m1 2 u1 m3 3 u2 m1 5 u2 m2 2 u3 m1 3 u3 m2 3 u3 m3 1 u4 m2 2 u4 m3 2

Step 1: Write down user review points on term of matrix. Table above is rewrite to. m1 m2 m3 u1 1 ? 2 u2 5 3 ? u3 3 3 1 u4 ? 1 3

User 1 or u1 rank product 3 or m3 for 3 points, but there is no points for m2 and m3 by user u2. Step 2: Creating a list for conformity of matrix, a thought to find how relate of other product. Calculate how close of list M1 and M2. For example, all users would rank these two products, in his case both M1 and M2 will be rank by user U2 and U3. The system created two vector, V1 for product M1 and V2 for product M2 in area of user (U2, U3) and find cosine of angle between these vectors. Zero degree or vector that overlap with Cosine of 1 means all are related (or to user in all of ranked list) and ninety degree or cosine of 0 or no conformity. So both item-vectors would be write as. v1 = 5 u2 + 3 u3 v2 = 3 u2 + 3 u3

442 Urachart Kokaew et al. / Proceeding – Social Science (2018), page 439-446

Cosine similarity between Vector V1 and V2 would be Cos (v1, v2) = (5*3 + 3*3)/sqrt [(25 + 9)*(9+9)] = 0.76

Basic formula is [3]

There is a perfect similar matrix list in this step as follows

m1 m2 m3 m1 1 0.76 0.7 m2 0.76 1 0.8 m3 0.78 0.86 1

Step 3: For each of user, researchers predicted rating point if that user did not rank it. The system would calculate a point for user u1 in case of product m2 (target list). In this calculation, the system gave a weight point for just calculation the similarly between target list and other list of product, that users rank a factors which give a weight point. It is a ranking from users and rank by add scale totals. Weight and summation of standard score are similar to make a calculation still calculate in the scope. So, a prediction of m2 and u1 will be calculated by use standard score that similar between (m1, m2 and m2, m3) weighted by a ranking that has relation with m1 and m3.

Rating = (2 * 0.76 + 3 * 0.86) / (0.76+0.86) = 2.53 Basic formula is [4]

443 Urachart Kokaew et al. / Proceeding – Social Science (2018), page 439-446

3. Results and Discussion This system apply Item-based Collaborative Filtering theory for decision making and rate that makes our system more trustable and more effective. From analysis result from An Approval Premium Recommender System using Item-Based with using Item-based Collaborative Filtering (CF) to help the entrepreneur making decision and rate a Premium that suitable for customers. A lot of customers comment about system in positive way, easy to use not complicate. Suitable for conduct this system to use in organization or company that has to approve Premium. When compared approval from various system such as Formstack.com, Prosoft Comtech and OJ.Budjet. These three systems has some similar feature with this system, which is a member’s system. Interaction with user, designed that simple and safe for using and fast approval petition. And, notification of request to approver. However, this development An Approval Premium Recommender System is difference from those various system that mention before, by applying Item-based Collaborative Filtering and rating of product from customers. As in Figure 1 is showing user selection for fulfilment point the satisfaction points of premium gifts. In order to use these data to calculate in principle of Item-based Collaborative Filtering (CF) as in Figure 2.

Figure 1: User Satisfaction Points of premium gifts Screen

444 Urachart Kokaew et al. / Proceeding – Social Science (2018), page 439-446

Figure 2: Report of Satisfaction Level from all Customers

Figure 3: Popular Premium Page

In this figure 3 is showing popular premium which score calculate using formula of Item- based Collaborative Filtering theory.

445 Urachart Kokaew et al. / Proceeding – Social Science (2018), page 439-446

4.Conclusion Premium approval system be developed in order to decrease complexity from communicating between sales and premium approver, also it can shows various data by sending from within system. In addition, within system was designed a set of premium that consistent to different type of customers demand. It also tell how much of premium that stock have left, it will lower the cost of repeating a data sending request.

Acknowledgements The authors would like to thank department of Computer Science, faculty of Science, Khon Kaen University for financial support.

References [1] Urachart K.,Theerayut T.,Poonphon S.,Monlica W.,Paweena W.,Sangkaphat K.,(2017) A Volatility Product Stock Management System Using Android near field Communication and Back Office Web: A Case Study of Gold Stock. Proceeding of the National and International Conference on Business Management and Innovation 2017 (NICBMI 2017) 23th -24th September 2017 College of Graduate Study in Management, Khon Kaen, Thailand: 66-73. [2] J. Chomicki. Userrank for item-based collaborative filtering recommendation [online] Searched August 14, 2017, from: http://www.sciencedirect.com/science/article/pii/S0020019011000378 [3] Nitin P. Hybrid User-Item Based Collaborative Filtering [online] Searched August 14, 2015, from: http://www.sciencedirect.com/science/article/pii/S1877050915023492 [4] Worked out example. Item based Collaborative filtering for Recommender Engine [online] Searched August 20, 2017, from: https://ashokharnal.wordpress.com/2014/12/18/worked-out-example-item-based- collaborative-filtering-for-recommenmder-engine/

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[5] Pro Soft Comtech Company. Goods receipt system [online] Searched August 22, 2017, from: http://www.prosoftwinspeed.com/ArticleInfo.aspx?ArticleID=1588 [6] formstack.com [online] Searched August 24, 2017, from: https://www.formstack.com/blog/2014/create-approval-system-formstack/ [7] OJ.Budget [online] Searched August 24, 2017, from: http://demo.dwkit.com/?B=2017#WS/BudgetItem/GetContent?B=2017&BV=1 [8] PATEPATH'S BLOG. Workflow system [online] Searched August 20, 2017, from: https://patepath.wordpress.com/2009/09/27/A-workflow/ [9] Wikipedia. Collaborative [online] Searched August 24, 2017, from: https://en.wikipedia.org/wiki/Collaborative_filtering [10] KEDGE Business School. Approval for composite system [online] Searched August 24, 2017, from: http://www.sciencedirect.com/science/article/pii/S0034361716304921 [11] Department of Accounting .The Quarterly Review of Economics and Finance [online] Searched August 24, 2017, from: http://www.sciencedirect.com/science/article/pii/S1062976917302107

Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Economics and Finance, May 2018, page 447-457 www.iseec2018.kbu.ac.th The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

Adaptive Moving Polynomial Least Squares Method for Forecasting the Monthly Gold Price Waewta Luangboon1 and Watcharin Klongdee2 1, 2Department of Mathematics, Faculty of Science, Khon Kaen University, Thailand, 40002, E-Mail: [email protected], [email protected]

ABSTRACT The authors proposed an adaptive moving polynomial least square method (AMPLS) for forecasting the gold price. The authors used the monthly gold price data from August 2005 to January 2018 and separated them into two parts. The first part, August 2005 to April 2014, was considered for training; and the rest was used for testing the performance of our method. The authors found that the AMPLS of 7 months and 30 months were optimal lengths that caused the minimum of square error and maximum of correct direction, respectively. In addition, this proposed method is better than the moving average method by using the same criteria.

Keywords: Adaptive Moving Polynomial Least Square, Moving Average, Monthly Gold Price

1. Introduction Gold is not only a well-known precious metal for most of people around the world, but its value has also attracted more attention in investment. It has been traded for a long time in the global market such as gold future, gold options, gold forward contracts, and so on [5]. Since its value has a limited range; therefore, gold can decrease the effect of inflation, monitor the rising price and assist in implementing monetary policy [2]. As gold becomes an important material for risk hedging and investment avenue, the future gold price is the main view of all investor; therefore, obtaining the accurate forecast of gold price is crucial for investment. However, the prediction of the future gold price is a very challenging task because its attributes are changed greatly and strategies are determined by business people according to the trend of market. So far, many studies have been conducted in prediction of the future gold price. Unfortunately, the current prediction algorithms still cannot offer

448 Waewta Luangboon and Watcharin Klongdee / Proceeding – Social Science (2018), page 447-457 better solutions. A number of prediction algorithms require past prices and perhaps other past statistics to predict or analyze the trend of the gold price to decide whether to invest in the gold market. In this case, various techniques and models for forecasting have been proposed with various results in several researches. Zhu and Zhou [6] and Harris and Yilmaz [4] presented interesting applications that were based on moving average (MA) technical trading rules. Robert et al. [3] proposed analysis of the optimal length of moving average to forecast future basis. Ismail et al. [7] used multiple linear regression (MLR) for forecasting gold prices, which was a study on the relationship between a single response variable and one or more predictor variables. A model of the relationship was hypothesized and estimates of the parameter values were used for developing an estimated regression equation [1,7]. In this paper, The authors used data of monthly gold price in London from August 2005 to January 2018. Then an adaptive moving polynomial least square method (AMPLS) to fit original data from August 2005 to April 2014 and predict from May 2014 to January 2018 was used to find optimal lengths that caused the minimum of square error and maximum of correct direction.

2. Research methodology 2.1 Multiple regression model

Let be a response (dependent) variable with observations, the multiple regression model of a response variable of independent variables

X12 ,X ,...,X p, each one with m observations that Xj1j2jmj {x ,x ,...,x } , which is expressed by

yi0 c x ijji c  , for i  1,2,...,m, (1) j1 i 1,2,...,m. where c01 ,c ,...,c pare the parameters and i is the random error component, .

In addition, the equation (1) is rewritten as follows

(2)

449 Waewta Luangboon and Watcharin Klongdee / Proceeding – Social Science (2018), page 447-457 where

The authors estimated the parameters in the regression model (1) by using the least squares error (LSE), i.e., The results showed the estimators , which affected the minimum of sum square of error as the form of

m 2T T iEE m m  (Y m  X mp C)(Y m m  X mp C). m (3)  i1 It is obtained that

ˆ T1T C(XX)XY.mmpmpmpm (4)

2.2 Adaptive moving polynomial least squares method (AMPLS)

Let y12 ,y ,...,y mbe the response variable corresponding to the dependent variable The authors found that the polynomial least squares model was a specified case of multiple regression model as mentioned in section 2.1 such model had only one independent variable X1 given by

p j yi0 c x iji c  , i 1,2,...,m, (5) j1

450 Waewta Luangboon and Watcharin Klongdee / Proceeding – Social Science (2018), page 447-457 where p was a positive integer. Next, The authors introduced the polynomial least square model of order p and from previous data as the following form

(6)

In matrix notation, equation (6) is rewritten as follows

(7) where

ˆ T We have the least square estimator Cm012,k  [ c c c ... cp ] given

Next, we shall forecast the response variable yp,k)ˆ ( m1 corresponding to dependent variable that

12 p y...ˆ m11p(p,k) cˆ 0 cˆˆ 1 x m1  c 2 x m  c ˆ x m1 . (8)

451 Waewta Luangboon and Watcharin Klongdee / Proceeding – Social Science (2018), page 447-457

This process is called adaptive moving polynomial least squares method (AMPLS) of previous data of order p and , denoted AMPLS(p , ).

2.3 Experimental design

The authors used the monthly gold price from London gold market for analysis. Figure 1 illustrates the historical data of monthly gold price of London gold market which had been collected monthly from August 2005 to January 2018. The Y-axis represents gold price in ($/Oz ) unit and the X-axis represents the number of months counting from August 2005.

Figure 1: Gold price from August 2005 to January 2018

The authors separated the monthly gold price data from August 2005 to January 2018 into two parts. The first part, August 2005 to April 2014, was considered for training and the second part, May 2014 to January 2018, was considered for testing the accuracy of method. {y ,y ,...,y } The authors started the reference time at August 2005, 1 2 105 and are the sets of training and testing, respectively, the equation (8) becomes

12 p yˆ t012p(p,k) cˆˆ c t c ˆ t ... c ˆ t . (9)

452 Waewta Luangboon and Watcharin Klongdee / Proceeding – Social Science (2018), page 447-457

The authors compared the accuracy of the prediction methods based on the testing data by using mean absolute error (MAE) and absolute relative error (ARE) in which the formulas are provided as follows

2.5 Direction precision

The authors compared the prediction for maximum of correct direction methods based on the testing data by using direction precision (DP) in which the formulas are provided as follows

3. Main Results

In an experiment, The authors have analysed the forecasting values of the testing data by AMPLS( , ) where the values of and are and , respectively, and . The authors used two criteria consisting of MAE( , ) and ARE( , ) to find the optimal lengths that caused the minimum of square error of each which are summarized in Table 1.

453 Waewta Luangboon and Watcharin Klongdee / Proceeding – Social Science (2018), page 447-457

Table 1 Optimal lengths that cause the minimum of square error

Method MAE(p,k) ARE(p,k) Method MAE(p,k) ARE(p,k) AMPLS(1,7) 40.5036 0.0331 AMPLS(11,95) 92.5666 0.0750 AMPLS(2,11) 48.3756 0.0394 AMPLS(12,102) 98.0681 0.0793 AMPLS(3,12) 51.6267 0.0424 AMPLS(13,105) 117.8530 0.0950 AMPLS(4,15) 59.2017 0.0485 AMPLS(14,94) 166.4760 0.1366 AMPLS(5,20) 64.9994 0.0532 AMPLS(15,102) 183.3732 0.1515 AMPLS(6,27) 73.2814 0.0595 AMPLS(16,98) 213.7121 0.1748 AMPLS(7,97) 79.6813 0.0655 AMPLS(17,105) 225.3745 0.1845 AMPLS(8,105) 78.1356 0.0637 AMPLS(18,105) 302.5437 0.2487 AMPLS(9,85) 81.2955 0.0663 AMPLS(19,105) 375.5855 0.3074 AMPLS(10,90) 87.0265 0.0708 AMPLS(20,69) 447.7730 0.3686

The authors observe that if is increasing, MAE( , ) and ARE( , ) are as well. The authors chose to analyse the forecasting values of the testing data by AMPLS. Next, the authors compared the accuracy of the prediction between AMPLS and moving average (MA) methods using two criteria, consisting of MAE( , ) and ARE( , ) , , , as illustrated in Figure 2 and Figure 3, respectively.

Figure 2: Comparisons of AMPLS(p,k) and MA(k) methods using MAE(p,k) with (a) k = 3,4,…,105 and (b) k = 3,4,…,20

454 Waewta Luangboon and Watcharin Klongdee / Proceeding – Social Science (2018), page 447-457

Figure 3: Comparisons of AMPLS(p,k) and MA(k) methods using ARE(p,k) with (a) k = 3,4,…,105 and (b) k = 3,4,…,20

The fitting results of optimal lengths caused the minimum of square error for AMPLS(p,k), p=1,2,3 at k=7,11,12, respectively, and MA at k=3. Therefore, the fitting results of AMPLS and MA methods, k=3,7,11,12 are summarized in Table 2.

Table 2 Experimental results of forecasting using MAE and ARE

Criteria/ MAE(p,k) ARE(p,k) Method k=3 k=7 k=11 k=12 k=3 k=7 k=11 k=12 MA(k) 40.7390 50.8766 57.2844 58.3821 0.0334 0.0417 0.0469 0.0478 AMPLS(1,k) 40.6185 40.5036 50.4269 51.4768 0.0334 0.0331 0.0411 0.0420 AMPLS(2,k) - 54.7567 48.3756 51.6177 - 0.0445 0.0394 0.0419 AMPLS(3,k) - 82.3843 57.4767 51.6267 - 0.0673 0.0467 0.0424 As it is observed in Table 2, the fitting accuracy of MA of 3 months is optimal lengths that cause the minimum of square error, whereas in fitting accuracy of 3 months, AMPLS, p=1, is better than MA. For the fitting accuracy of 7 months, AMPLS, p=1, is better than MA and AMPLS, p=2,3. For the fitting accuracy of 11 months, AMPLS, p=2, is better than MA and AMPLS, p=1,3. The fitting accuracy of AMPLS, p=3, of 12 months is optimal lengths that cause the minimum of square error, whereas in fitting accuracy of 12 months, AMPLS, p=1 is

455 Waewta Luangboon and Watcharin Klongdee / Proceeding – Social Science (2018), page 447-457 better than MA and AMPLS, p=1,3. Next, the authors have analyzed the direction precision of AMPLS and MA methods which is illustrated in Figure 4.

Figure 4: Comparisons of k results with DP

The fitting results of maximum of correct direction for AMPLS(p,k) are p=1 at k=30, p=2 at k=68, 69 and p=3 at k=71; and for MA at k=96, 97. For the fitting results of AMPLS and

MA methods at k=30,68,69,71,96,97, the percentages of DP are summarized in Table 3.

Table 3 Experimental results of the percentages of DP

Method Percentage of DP k=30 k=68 k=69 k=71 k=96 k=97 MA(k) 46.6667% 46.6667% 46.6667% 46.6667% 64.4444% 64.4444% AMPLS(1,k) 68.8889% 40.0000% 40.0000% 42.2222% 44.4444% 44.4444% AMPLS(2,k) 46.6667% 64.4444% 64.4444% 57.7778% 48.8889% 44.4444% AMPLS(3,k) 53.3333% 64.4444% 64.4444% 66.6667% 57.7778% 57.7778%

456 Waewta Luangboon and Watcharin Klongdee / Proceeding – Social Science (2018), page 447-457

As it is observed in Table 3, the direction precision of 30 months, AMPLS, p=1 is better than MA and AMPLS, p=2,3. For the direction precision of 68 and 69 months, AMPLS, p=2,3, are better than MA and AMPLS, p=1. For the direction precision of 71 months, AMPLS, p=3, is better than MA and AMPLS, p=1,2. For the direction precision of 96 and 97 months, MA is better than AMPLS, p=1,2,3. In addition, Table 2-3 indicate that the fitting accuracy of AMPLS, p=1, of 7 months is optimal lengths that cause the minimum of square error and AMPLS, p=1, of 30 months is the maximum of correct direction criteria.

4. Conclusions

This paper presented a method to forecast the gold price, called adaptive moving polynomial least square method (AMPLS). The polynomial least squares model can be viewed as a particular case of multiple linear regression model. The authors practiced moving polynomial least square of order p and k previous data to predict the future gold price, and estimates of the parameter values are adapted parameter following the moving polynomial least square of order p and k previous data. The authors have analysed the optimal k previous data of AMPLS and MA to predict the future gold price. The experimental results showed that the AMPLS method was flexible for forecasting the gold price. The AMPLS of 7 months and 30 months are optimal lengths that caused the minimum of square error and maximum of correct direction, respectively. The result revealed that the authors’ method is better than the moving average method using the same criteria with limited data of monthly gold price in London from August 2005 to January 2018.

Acknowledgements

This work was supported in part by development and promotion of science and technology talents project (DPST).

457 Waewta Luangboon and Watcharin Klongdee / Proceeding – Social Science (2018), page 447-457

References

[1] Eva Ostertagová. (2012). Modelling using polynomial regression. Proedia Engineering. Vol.48. 500-506. [2] G.S. Atsalakis, K.P. Valavani. (2009). Surveying stock market forecasting techniques-Part II: Soft computing methods. Expert Systems with Applications. Vol.36. 5932–5941. [3] R.B. Hatchett, B.W. Brorsen, and K.B. Anderson. (2010). Optimal length of moving average to forecast futures basis. Journal of Agricultural and Resource Economics. Vol.35. Issue 1. 18–33. [4] R. Harris, F. Yilmaz. (2009). A momentum trading strategy based on the low frequency component of the exchange rate. Journal of Banking & Finance. Vol.33. Issue 9. 1575– 1585. [5] W. Bo, S. Wang, and K.K. Lai. (2007). A hybrid ARCH-M and BP neural network model for GSCI futures price forecasting. In International conference on computational science. Vol.4489. 917–924. [6] Y. Zhu, G. Zhou. (2009). Technical analysis: an asset allocation perspective on the use of moving averages. Journal of Financial Economics. Vol.92. Issue 3. 519–544. [7] Z. Ismail, A. Yahya and A. Shabri. (2009). Forecasting Gold Prices Using Multiple Linear Regression Method. American Journal of Applied Sciences. Vol.6 Issue 8. 1509-1514.

Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Economics and Finance, May 2018, page 458-465 www.iseec2018.kbu.ac.th The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

Analysis of Relationship between Government Size and Economic Growth of Thailand Wongrawee Kritsirithip1, Pathairat Pastpipatkul2 and Chaiwat Nimanussornkul3 1Faculty of Economics, Chiang Mai University, 239, Huay Kaew Road, Muang District, Chiang Mai 50200, [email protected] 2Corresponding Author, Faculty of Economics, Chiang Mai University, 239, Huay Kaew Road, Muang District, Chiang Mai 50200, [email protected] 3Faculty of Economics, Chiang Mai University, 239, Huay Kaew Road, Muang District, Chiang Mai 50200, [email protected]

ABSTRACT This paper illustrate how the government size effect on economic growth when it measured by government expenditure and taxation. Taxes are defined into Distortionary and Non-distortionary taxes in this study. It is expected that it may useful to determining process and operations to achieve economic goals for economic development and lead to growth of Thailand effectively. Quarterly data in the form of secondary time series data through the 14 years duration from 2001 to 2014 estimates by Vector Autoregressive method. The optimal forecasting models are VAR(1). The VAR(1) finds that Gross Domestic Product at time has positive relationship with Gross Domestic Product, but has negative relationship with Non- distortionary taxes and Distortionary Taxes at time t-1 as hypothesize.

Keywords: Government Size, Government Expenditure, Distortionary Taxes, Non-distortionary taxes, Economic Growth, Thailand

1.Introduction Economic growth is one of the most fascinating topics in macroeconomics. Since the outbreak of Asian financial crisis in 1997, there have been a series of financial and economic crises around the globe which have massive effect of people jobs and standard of living. These crises usually call for the increasing role of government in pushing forward the economy while the private sector is in trouble. In 1999 Thailand had a positive GDP growth rate for the first time since the crisis. However, mistrusted the IMF and maintained that 459 Wongrawee Kritsirithip et al. / Proceeding – Social Science (2018), page 458–465 government-spending cuts harmed the recovery. (Laplamwanit, Narisa, 1999) That mean government expenditure is relate to economic growth of Thailand. Among the factors that determine the growth of an economy, this paper will illustrate how the government size effect on economic growth when it measured by government expenditure and taxation. Taxes will be defined into Distortionary and Non- distortionary taxes in this study. It is expected that it may useful to determining process and operations to achieve economic goals for economic development and lead to growth of Thailand effectively. Quarterly data in the form of secondary time series data through 14 years duration from 2001 to 2014 then estimated by Vector Autoregressive method and Bayesian Vector Autoregressive method. Empirical studies of the impact of government expenditure on economic growth include, among others, Feder (1983), Ram (1986), Antonio and Mihov (1999), Guseh (1997), Gali (1993), Barro (1990, 1991), and Annett (2001), Most of these studies used cross-section data to link measures of government spending with economic growth rates. The Keynesian view causality from government expenditure to growth, Wagner’s Law from growth to spending, and a bi-directional causality between the two variables. The proper way to deal with this, as suggested by Ghali (1999), is to use Granger causality testing. His results indicated that government size did matter in determining the economic growth for all OECD countries in a positive way, thereby supporting the Keynesian View. (Yuk, 2005) From Sims (1980) and Litterman (1979) this study uses the VAR models that could be used to analyze multivariate time-series data analysis. The advantage of the VAR model is that it can show the interrelation between the internally sensitive variables of the model. However, the VAR model is constrained when several parameters in the model result in a multicollinearity problem, whereby the groups of independent variables in the equation have a reciprocal relationship, which can lead to a mismatch. It also loses the degree of freedom of information (Sims, 1980). Fiscal policy is directly affect to willingness of household consumption, so it must study that how do the government size effect to economic growth of Thailand so, government sector may know more information to make policies or adjust their expenditure to be appropriate and lead to develop of an economic of Thailand. The private sector may know more information to make their decision to invest in country and provide useful information 460 Wongrawee Kritsirithip et al. / Proceeding – Social Science (2018), page 458–465 for the student or people who interesting to research about the relationship between government size and economic growth in Thailand.

2. Scope of the Study Quarterly data in the form of secondary time series data through the 14 years duration from 2001 to 2014 then estimated by Vector Autoregressive method to Analyse relationship between government size and economic growth of Thailand. Data of Gross domestic product, Government expenditure, Distortionary Tax, Non-Distortionary Tax, Private investment, Import, Export, and Money Supply in the form of quarterly time series data, obtained from Bank of Thailand (BOT), The Revenue Department (RD), Ministry of Finance (MOF), Office of the National Economic and Social Development Board (NESDB).

3. Conceptual Framework / Model

Government Size Others Macroeconomic Variable - Government Spending (G) - Private Investment (I) - Distortionary Tax (TD) - Import (IM) - Non-Distortionary Tax (TN) - Export (X) - Money Supply (MS)

Economic growth

(GDP)

Figure 1 Conceptual Framework

4. Research Methodology / Data Analyzing Method 4.1 Empirical Model This thesis, the empirical model uses linear equation model from the general equilibrium model and national income model. It will start with Product market as follow,

Equilibrium Equation in Product market,

461 Wongrawee Kritsirithip et al. / Proceeding – Social Science (2018), page 458–465

(1)

= Gross Domestic Product = Import = Private consumption = Taxation = Private investment = Interest rate = Government expenditure a, b, t, e = Constants or Parameters = Export = Exogenous variable

Equilibrium Equation in Money market,

(2)

= Money Demand = Constants or Parameters = Money Supply = Exogenous variable

The general equilibrium of the economy occurs when the equilibrium in the product market equals the equilibrium in the Money market. So, the equation (1) equal to the equation (2).

(3)

Substitute in (3) into Equilibrium Equation in Product market (2) it will get National Income Equilibrium,

(4) 462 Wongrawee Kritsirithip et al. / Proceeding – Social Science (2018), page 458–465

If transform (3) into linear equation it will be,

(5) Taxes will be defined into Distortionary and Non-distortionary taxes in this study so,

(6) Where, is Gross Domestic Product in quarter t (unit: million baht), is Private investment in quarter t (unit: million baht), is Distortionary taxes in quarter t (unit: million baht), is Non-distortionary taxes in quarter t (unit: million baht), is Government expenditure in quarter t (unit: million baht), is Export in quarter t (unit: million baht), is Import in quarter t (unit: million baht), is Money supply in quarter t (unit: million baht), is Constants or Parameters, and is Time (Quarterly).

4.2 Data Analyzing Method The effect form changes of collecting taxation of government to gross domestic product. (Taxes will be defined into Distortionary and Non-distortionary taxes in this study)

when,

The effect form changes of expenditure of government to gross domestic product.

when,

5. Result of testing relationship between variables by Vector Autoregression (VAR) First, select the appropriate Lag Length for VAR model then when the VAR model at the appropriate Lag Length. The model will use for describing relationships and analyse statistics. Finally, the analysis of the Impulse Response Function.

5.1 Selecting the appropriate Lag Length for VAR model

Cause of the data that used in this VAR model is time series data. It is important to choose the appropriate Lag length, because the Lag Length number will affect the number of the vector of the relationship (Co-integration) (Richards, 1995). For the appropriate Lag length test, this study is based on two statistical methods: 1) Akaike Information Criterion (AIC) and 2) Schwarz Information Criterion (BIC). 463 Wongrawee Kritsirithip et al. / Proceeding – Social Science (2018), page 458–465

Form table 1 when decide AIC and BIC found that VAR(1) model is the most appropriate model cause of the minimum AIC equal to -21.28073 at Lag Length 1 and the minimum BIC equal to -18.65295 at Lag Length 1.

Table 1 Selecting the appropriate Lag Length for VAR model

Model Lag logL AIC BIC VAR(0) 0 355.0213 -12.61896 -12.32698 VAR(1) 1 657.2200 -21.28073* -18.65295* Source: From Calculation

Note: * indicates lag order selected by the criterion

5.2 Appropriate VAR model The result from analysis by VAR(1) model that have appropriate Lag Length. The relationship between Government size variables and other macroeconomics variables with economic growth can described by Coefficient. When consider the relationship of GDP at time t with Gross domestic product, Government expenditure, Distortionary Tax, Non- Distortionary Tax, Private investment, Import, Export, and Money Supply at time t-1 in equation form as following;

(1.29024) (0.15642) (0.08061) (0.07493)

(0.06927) (0.01001) (0.07735) (0.15158) (7) (0.09932)

Note: *, **, *** Significant at the 1%, 5%, and 10%, respectively. From equation (7) at VAR(1) found that Gross domestic product (GDP) at t have positive relationship with GDP at t-1 in statistically significant degree with 1% confident level and size of relationship equal to 1.056985, but have negative relationship with I at t-1 in statistically significant degree with 5% confident level and size of relationship equal to 0.003040.

464 Wongrawee Kritsirithip et al. / Proceeding – Social Science (2018), page 458–465

5.3 The analysis of Impulse Response Function of Vector Autoregression model (VAR.lag1) From figure 2, Gross domestic product adjusts to mean cause from change of Distortionary taxes since quartile 90 and change of Non-distortionary taxes and Investment since quartile 100 and others more than since quartile 100.

Response to Cholesky One S.D. (d.f . adjusted) Innov ations ± 2 S.E.

Response of LNGDP to LNGDP Response of LNG to LNGDP Response of LNTD to LNGDP

.08 .04 .03 .06 .03 .02 .02 .04

.01 .01 .02

.00 .00 .00 -.01 -.01

10 20 30 40 50 60 70 80 90 100 10 20 30 40 50 60 70 80 90 100 10 20 30 40 50 60 70 80 90 100

Response of LNTN to LNGDP Response of LNI to LNGDP Response of LNIM to LNGDP

.08 .05 .10 .06 .04 .05 .03 .04 .00 .02

.02 .01 -.05 .00 .00 -.10 -.01

10 20 30 40 50 60 70 80 90 100 10 20 30 40 50 60 70 80 90 100 10 20 30 40 50 60 70 80 90 100

Response of LNX to LNGDP Response of LNMS to LNGDP

.06 .03

.04 .02

.01 .02

.00 .00 -.01 10 20 30 40 50 60 70 80 90 100 10 20 30 40 50 60 70 80 90 100 Figure 2 Impulse Response Function of Gross domestic product of Vector Autoregression model (VAR.lag1) Source: From calculation

6. Conclusion The result of Unit Root test by ADF test of each variables then consider from Trend and Intercept model and found that all of variable are stationary significantly. The optimal forecasting models are VAR(1). The VAR(1) found that Gross Domestic Product at time t have positive relationship with Gross Domestic Product, but have negative relationship with Non- distortionary taxes and Distortionary Taxes at time t-1 as hypothesize different from Ugwunta, O. D., & Ugwuanyi, U. B. (2015) that using a sub-Saharan Africa data set and found that in tax policy variables, distortionary and non-distortionary taxes raise the economic growth rate. According to studies, it has been found that the change in government spending has resulted in relatively quite a bit changes in gross domestic product. This may be due to the fact that the government spending will take a long time to accumulate capital. There should be a continuous increase in public sector spending on investment and increase every 465 Wongrawee Kritsirithip et al. / Proceeding – Social Science (2018), page 458–465 year to create future capital gains for the future. Especially if it is a net investment in infrastructure, it will have a long-term effect on gross domestic product and should take into consideration the guidelines in line with the national economic development plan as well.

Reference [1] Guseh, J. S. (1997). Government size and economic growth in developing countries: a political-economy framework. Journal of macroeconomics, 19(1), 175-192. [2] Gali, J. (1994). Government size and macroeconomic stability. European Economic Review, 38(1), 117-132. [3] Ram, R. (1986). Government size and economic growth: A new framework and some evidence from cross-section and time-series data. The American Economic Review, 76(1), 191-203. [4] Tanzi, V. (2011). Government versus markets: The changing economic role of the state. Cambridge University Press. [5] Ugwunta, O. D., & Ugwuanyi, U. B. (2015). Effect of distortionary and non-distortionary taxes on economic growth: Evidence from Sub-Saharan African countries. Journal of Accounting and Taxation, 7(6), 106. [6] Weil, D. N. (2013). Economic Growth,3rd edition. How government affects growth, 357-368. [7] Wagner, R. E., & Weber, W. E. (1977). Wagner's law, fiscal institutions, and the growth of government. National Tax Journal, 59-68. [8] Yuk, W. (2005). Government Size and Economic Growth: Time-Series Evidence for the United Kingdom, 1830-1993. Department of Economics, University of Victoria, Econometrics Working Paper EWP0501. Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Economics and Finance, May 2018, page 466-482 www.iseec2018.kbu.ac.th The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

Assessing the Educational Tourism Potential: the Case of ASEAN Anastasia Maga1 and Peter Nicolau2 1,2Stamford International University, Bangkok, E-mail: [email protected], [email protected]

ABSTRACT The paper conceptualizes the notion of educational tourism as a relatively new object of academic interest in the interdisciplinary domain of tourism and education. Educational tourism is defined in a temporal and content framework. As the main objective, the paper pursues an attempt to assess the educational tourism potential (ETP) of a territory on the evidence from ASEAN countries. The research suggests a model for ETP evaluation based on a number of its elements including educational, financial and climatic factors. The assessment model is a linear combination of estimates of ETP elements with weights assigned accordingly. It is concluded that the three most definitive factors in building a strong ETP and subsequently yielding a financial benefit from it are the overall tourism trigger, English language proficiency and foreign direct investment (FDI) in education. Thus, proper management of these ETP elements may significantly increase the country’s attractiveness for academic visitors, as it is the case with Malaysia, Singapore and Thailand, the leaders of the rating.

Keywords: Educational Tourism, Tourism, Education, Educational Tourism Potential, Educational Tourism Infrastructure, Assessment Model

1. Introduction Most ASEAN countries have traditionally been exposed to increased international tourist interest, having the competitive advantages of warm climate and sea access. The growth of tourism industry has contributed a lot to economic and social dimensions in countries such as Thailand, Indonesia, Malaysia, Vietnam, Cambodia, Singapore, Myanmar and Laos. More engagement into global economy brings more added value into the sector of such a competitive advantage. Education plays an important role not only in tourism 467 Anastasia Maga and Peter Nicolau / Proceeding – Social Science (2018), page 466-482 growth in terms of providing necessary human resource potential but it also happens to lead to a whole new avenue in added value creation - educational tourism, defined as ‘purposeful learning and travel’ 17. With growing numbers of incoming tourists, the absolute numbers of incoming students also grow, bringing more investment into local educational systems, especially in the form of taxes if private educational institutions are concerned. The case of ASEAN countries seems to prove this point with growing rates of inbound students’ arrivals and growing ratio of private sector enrolments. It can be assumed that ASEAN countries do possess certain degree of educational tourism potential which if developed properly will bring in more added value. The main research objective for this paper is to define the elements of educational tourism potential, assess the degree of their importance and estimate the value of the educational tourism potential for the object region (ASEAN). Though some of the theoretical issues are still unchartered territories in the study of educational tourism and its impact on the economic growth, so this paper will try to reach the objective by answering the following research questions: defining what educational tourism is, and its boundaries within education and tourism. Another question for this paper is to define the educational tourism potential, what measure can be used to assess it. And finally this paper will try to evaluate the status quo of educational tourism in ASEAN countries.

2. LITERATURE REVIEW The very concept of educational tourism is not new to the extent research in both tourism and education. It is believed that the first mentioning of the phenomenon as an object of scholarly interest was under the term of ‘educational travel’ 14; 3; or edu- tourism 11, which was defined as ‘program in which participants travel to a location as a group with the primary purpose of engaging in a learning experience directly related to the location’ 3, or ‘purposeful learning and travel’ 17. Most literary impact has been made by the work of Ritchie (2003) 17and Smith and Jenner (1997), who defined the parameters of educational tourism and even acknowledged that as all tourism broadened the mind, all of it could be considered educational 22. 468 Anastasia Maga and Peter Nicolau / Proceeding – Social Science (2018), page 466-482

In terms of the object itself, Kaul (1985) 15, Ritchie (2003) 17, Haukeland et al. (2013) 10 and others pointed out that the first forerunner to educational tourism as a phenomenon was the “Grand Tour” undertaken by British aristocracy in 17-19 centuries with the main purpose of civilising the participants through series of lasting tours around the countries of Europe 17. Another example was the usual way of legal training acquisition for early American colonists, who travelled to the British Inns of Court to be trained for legal work, back in the colonies and the newly formed American state. Since that time, and especially with more global involvement in most countries in the world, the phenomenon gained certain growth and nowadays we can see constantly growing numbers of student mobility over the years, namely it increased by a factor of nine between 1963 and 2006 26. Other publications, for instance Canadian Tourism Commission (2001) 5 and Rappolo (1996) 19 also pointed out significant increase in learning-oriented tourism experiences. Later studies tried to quantify the parameter and measure the economic impact of educational tourism 24 where the academics faced the problem of the lack of statistical data, or rather lack of widely used statistical indicators in order to measure the size and impact of educational tourism on an economy. Thus the issue of measurement prevails and this paper will try to suggest viable indicators to measure the size and impact of educational tourism on an economy. Another problem is the definition. The currently used definitions and classifications of educational tourism vary widely from ‘general interest while traveling’ to ‘purposeful learning’. Thus the clear picture as to what to include in educational tourism and what not is lacking, as well as the quantifiable parameters. Ritchie (2003) 17 suggested a theoretical framework of educational tourism which tried to classify the phenomenon by different parameters, including purpose, time, formality, intentions etc., where, again, the parameters were hardly quantifiable. However, the object has two dimensions. Both of them have to be explored and neither one of them shows consistency in research and statistical publications. Thus there is also a lack of understanding as to what to consider tourism and what not. The extant research in tourism marks the lower time limit of a travel to be considered tourism, a minimum of 24-hour stay is required 5 or an overnight stay by another definition 27. However the maximum duration of stay to be considered a tourist is not clear, as long as 469 Anastasia Maga and Peter Nicolau / Proceeding – Social Science (2018), page 466-482 different immigration requirements operate in different countries. For example EU has a clause of maximum 90 days 9, and research papers disagree on the issue. For the purpose of this research, the WTO requires 12 consecutive months as a maximum 29. In terms of the other parameter the extant research abound in suggestions as what to consider education, from Smith’s classic 23 ‘the organized, systematic effort to foster learning, to establish the conditions, and to provide the activities through which learning can occur’ to UNESCO’s ‘all learning activity undertaken throughout life, with the aim of improving knowledge, skills and/or qualifications for personal, social and/or professional reasons’ (1984) 25 pertaining more to life-long learning (LLL). However the paper agrees with Ritchie (2003) 17 who associated education and learning for the purpose of defining educational tourism. Thus educational tourism deals with all learning activities undertaken outside of home geographical environment within a duration limit between 24 hours and 12 consecutive months 16. In previous research there was a differentiation between educational tourism , mobility and efforts to categorize educational tourism activities, which included excursions, summer camps, courses (under 12 months) and the like, as well as one year MBA programmes and gap year tours. The said activities usually are paid thus the activity is commercial and creates added value. Therefore, educational mobility is beneficial for local economies, it entails certain private investment, apart from short MBAs which do not involve excessive public funding. Short MBAs are not numerous in the world, only some countries have such programmes, thus their weight is highly insignificant. Territories benefitting from educational tourism can have significant tax revenues from those activities altogether with new jobs creation and increased overall business activities. The question of the actual impact of educational tourism on the area is the one to be further explored. Ritchie and Priddle (2000) 18 gave a case of educational tourism in Canberra (Australia) and evaluated its total economic impact as 25 mln AUS$ in a year. Another good example is Malta and its highly popular living learning English (LLE) courses 7. 470 Anastasia Maga and Peter Nicolau / Proceeding – Social Science (2018), page 466-482

It is suggested that ASEAN countries, and especially Thailand, have sufficient qualities to become an attractive educational tourism destination. Most of the market for such a tourism comes from an immediate geographical vicinity (Russia, China, Asian countries, Middle East) and there are main tourist attractions growing in popularity. In assessing the educational tourism potential it should be pointed out the necessity of certain conditions for which the area would not be able to provide the services, those are considered the essential elements of educational tourism infrastructure.

3. Methodology and Results The main available statistical indicators of education and international mobility (including tourism) were analysed for ASEAN countries, which included 16 categories used by UNESCO (UIS, 2017), 22 indicators used by the International Labour Organization (ILO, 2017), multiple indicators used by the World Bank (The World Bank, 2017) and ASEANStats, and selected the appropriate variables to use in a weighted scoring model. The proposed scoring model is a product of a multiple linear regression analysis using the method of multiple linear least squares fittings for the relation between several variables. The model finds the linear function that best fits a given set of data points. The choice of the model is due to the fact that even though the result can have an insignificant deviation from optimality, but usually it is very good estimate of the value in question. The multiple linear regression has the function of: Y = + + + …+ (1)

Such function is a widely popular assessment tool in finance and economics 2. In the model of Educational Tourism Potential evaluation the ratios on main indicators over the time period of 2011-2015 were used. It was assumed that the intercept was the indicator of international student mobility, namely the incoming international students. But as long as the model needs a ratio level variable there is a calculation of the countries’ shares of total inbound internationally mobile students 25, the total metric for ASEAN. The value of 471 Anastasia Maga and Peter Nicolau / Proceeding – Social Science (2018), page 466-482

intercept is critically important for the model. However not all object-countries have data available, which is the main limitation of the model. Table 1. – Total inbound internationally mobile students ratios for ASEAN

Time 2011 20122013 2014 2015 Mean Brunei Darussalam 0.002723 0.002497 0.003736 0.007016 0.008271 0.004849 Cambodia - ---- 0 Indonesia - 0.051043 - - - 0.051043 Lao PDR 0.005753 0.004148 0.003384 0.010583 0.004925 0.005758 Malaysia 0.465657 0.396511 0.431995 0.693679 0.941872 0.585943 Myanmar 0.000476 0.000705 - - - 0.000591 Philippines ------Singapore 0.350679 0.373624 0.522373 - - 0.415559 Thailand 0.14751 0.143279 0.191248 0.239217 - 0.180314 Viet Nam 0.027204 0.028192 0.038512 0.049504 0.044933 0.037669

The first step was to determine the independent variables. Variables were chosen through qualitative analysis. The selected variables characterized the education system in general and the attractiveness of the territory. The independent variables included the indicators of HEIs availability, funding of educational system, independent tourism attractiveness, overall English proficiency, human resource potential and availability of international programs. Availability of HEIs in the model was also a measurement of educational system flexibility, due to the use of ratio of enrolment into private HEIs. Private HEIs are more flexible in the choice of programs, often employ Western (Bologna) standards of education and thus are more attractive for visitors, especially for short term engagements. Additionally, the private institutions are more financially independent and beneficial for the territory in terms of taxes and rental payments for the premises. The ratio of enrolment into PEIs in ASEAN countries had been varying from 7 % in Brunei in 2011 to 67% in Indonesia in 2015 25.

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Table 2. Enrolment into PEIs in the ASEAN countries in 2011 – 2015 Country 2011 2012 2013 2014 2015 Brunei Darussalam1/ 7.25928 10.90451 6.59316 9.47574 13.30756 Cambodia 59.9681 62.92994 62.92994 62.92994 65.89178 Indonesia 61.68405 66.24383 67.1465 66.94486 67.59804 Lao PDR 25.83724 27.75227 29.19208 30.55688 28.36755 Thailand 18.2682 16.34391 16.40899 15.81985 17.13485 Viet Nam 15.01852 14.90861 13.98435 13.80802 12.96337 The Philippines - - 19.36102 - - Malaysia 36.98842 37.40052 37.96557 30.65254 30.52409 Myanmar - - - 1.2679 - Singapore - - - - - ASEAN 32.146 33.783 31.698 32.884 33.684

Next variable that was explored as a possible control is the Government expenditure on education (% of GDP), UNESCO and the World Bank consider this metric to be indicative of state support of education.

Table 3. - Government expenditure on education (% of GDP) Country 2011 2012 2013 2014 2015 Brunei Darussalam 2 3.7 3.2 3.8 Cambodia 2.6 1.6 2 Indonesia 2.8 3.2 3.4 3.4 3.3 Lao People's Democratic Republic 2.8 2.8 4.2 Malaysia 5 5.8 5.9 6.1 Myanmar - Philippines 3.4 3.4 Singapore 3.1 3.1 3.1 2.9 Thailand 3.5 4.8 4.5 4.1 Viet Nam 6.3 6.3 ASEAN 3.5125 4.12 3.8 3.65 3.766667

Quality of the human resources is a variable described better by the ratio of workers with advanced education in the workforce (ISCED-5,6,7 levels) (ALF) 9. This ratio has been predominantly high in the ASEAN countries as reported by the World Bank data 28.

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Table 4. – Share of workers with advanced education (% of the workforce) 12 Country Name 2011 2012 2013 2014 2015 Brunei Darussalam 82.8000031 82.8000031 82.8000031 Indonesia 78.8000031 82 80.1999969 80.1999969 79.5999985 Cambodia 85.1999969 85.1999969 85.1999969 85.1999969 85.1999969 Lao PDR - Myanmar 69.3000031 69.3000031 69.3000031 69.3000031 69.3000031 Malaysia 61.7999992 61.7999992 63.5 64.8000031 65.4000015 Philippines 57.2999992 57.0999985 57.0999985 56.9000015 57 Singapore - Thailand 86.5999985 86.0999985 85 84 83.6999969 Vietnam 85.3000031 85.3000031 85.3000031 85.4000015 84.4000015 ASEAN 74.9000004 75.2571427 75.0857141 75.1142862 74.9428569

An alternative source of education funding and the metric of internationalization of the education system are the foreign direct investment in education. Such a metric is also indicative of the approximate size of foreign sector in the local education system.

Table 5 - Flows of Inward Direct Investment to ASEAN (sector – education, US$ Million) 1 Source Country 2012 2013 2014 2015 2016 Brunei Darussalam 0.00 0.19 0.13 0.10 0.40 Cambodia 0.00 0.00 0.00 0.00 0.02 Indonesia 0.00 0.09 0.08 0.01 0.03 Lao PDR 0.00 0.00 0.00 0.00 0.02 Malaysia 0.00 0.32 0.58 1.34 1.17 Myanmar 0.00 0.00 0.00 0.00 0.00 Philippines 0.00 0.00 0.02 0.00 0.07 Singapore 0.30 12.85 7.43 1.80 12.46 Thailand 0.00 0.91 0.40 1.96 2.14 Viet Nam 0.00 0.00 0.12 0.00 0.00 ASEAN 0.300 14.360 8.760 5.210 16.310

For research purposes the metric as the ratio of FDI in education out of total FDI for ASEAN countries was used. The next variable is the overall tourism attractiveness trigger, a factor that draws tourists regardless of their plans to the area. It may be a climatic feature, a geographical 474 Anastasia Maga and Peter Nicolau / Proceeding – Social Science (2018), page 466-482 feature or a historical one, etc. The trigger was measured through the share of the country in the total tourist arrivals in the region (ASEAN). For ASEAN in total it was compared with the share in the world’s total arrivals. Table 6. – Share of ASEAN countries in total tourist arrivals (ASEAN) 1;28 Country 2011 2012 2013 2014 2015 Brunei Darussalam 0.311 0.246 0.238 0.207 0.208 Cambodia 3.707 4.227 4.460 4.633 4.564 Indonesia 9.839 9.487 9.325 9.707 9.947 Lao PDR 2.436 2.702 2.860 3.255 3.386 Malaysia 31.787 29.522 27.242 28.227 24.584 Myanmar 1.050 1.249 2.165 3.170 4.474 The Philippines 5.038 5.039 4.959 4.972 5.124 Singapore 13.364 13.088 12.606 12.206 11.518 Thailand 24.733 26.363 28.123 25.524 28.601 Viet Nam 7.735 8.076 8.022 8.101 7.593 ASEAN/World 7.800 8.047 8.546 8.399 8.691

English proficiency is measurable through the English Proficiency Index (EF EPI) 8, in which ASEAN countries take the following places: Table 7. ASEAN countries English Proficiency Index data Country EPI 2017 Rank (of 80 countries ) Rank (of 20 in Asia) Singapore 66.03 5 1 Malaysia 61.07 13 2 Philippines 60.59 15 3 Vietnam 53.43 34 7 Indonesia 52.15 39 10 Thailand 49.78 53 15 Cambodia 40.86 77 19 Lao PDR 37.56 80 20

In the course of data collection, some important variables had to be abandoned due to the lack of data. The share of English taught programs had no reference in secondary data. Thus the only possible way to assess this variable was the field study, which was a limitation at the current stage of research, but will be conducted in the future. Next step of analysis was selection of the variables through correlation analysis. And regress all variables to the dependent variable, the correlation matrix showed the Pearson 475 Anastasia Maga and Peter Nicolau / Proceeding – Social Science (2018), page 466-482 coefficient for every independent variable to dependent. Values of P more than positive 0.3 were accepted. Data from year 2012 was employed as it was the most complete information available. Table 8. – Correlation matrix for ETP indicators, ASEAN (2012) PEIs Edu/GDP Tourism Adv LF FDI/Edu Eng Y PEIs 1 Edu/GDP -0.07565 1 Tourism -0.07082 0.605627 1 ALF 0.186967 0.456398 0.269824 1 FDI/Edu 0.250541 -0.11229 0.063189 0.149244 1 EPI 0.304997 0.609508 0.665218 0.481625 0.602655 1 Y 0.03349 0.372553 0.746295 0.118437 0.600714 0.848413 1

The correlation matrix showed that the most influential factors were Tourism (R = 0.74), English Proficiency (R = 0.85), FDI in Education (R = 0.6), and government expenditure on education (R = 0.37), the rest of the variables did not seem to be correlated with the variable of International student arrivals. Noted that for the dataset p-values and t-stat values held within the appropriate range (Appendix A). The next step of the analysis ran a multiple linear regression (MLR) of the selected variables to find the linear function that best fitted the given set of data points. The function resulting from the MLR analysis is as follows:

y = -1.45 + 0.87 + 5045.7 + 0.56 - 21.57596903 (2) , where is government expenditure on education is the share of country’s students in total arrivals in the region is the FDI in education is the English language proficiency Therefore the function allowed weights to be assigned to the variables and created the scoring model based on intercept estimation (Y) as follows:

ETP = -1.45 + 0.87 + 5045.7 + 0.56 (3) 476 Anastasia Maga and Peter Nicolau / Proceeding – Social Science (2018), page 466-482

Using the proposed model (the function yet was tested only in ASEAN region) it could assess the educational tourism potential, measured through the dependent variable of incoming international students for ASEAN countries. Table 9. Educational tourism (ETP) potential in ASEAN countries (2012) Rank Country ETP 1 Malaysia 68.43834 2 Singapore 67.99546 3 Thailand 57.33761 4 Viet Nam 46.08192 5 Philippines 43.2452 6 Indonesia 42.38769 7 Cambodia 28.873 8 Lao People's Democratic Republic 27.44434 9 Brunei Darussalam 27.25402 10 Myanmar 20.68663

The model was tested using the same regression for the time series data set with the same variables but for the whole ASEAN region. As the result the model held for all variables with the only exception of governmental spending on education, which showed negative correlation with the intercept and higher significance of tourism.

Table 10. Correlation matric for ASEAN in total

PEIs Edu/GDP Tourism ALF FDI/Edu English Y PEIs 1 Edu/GDP 0.71757 1 Tourism 0.11807 0.021746 1 Adv LF 0.31279 0.778629 -0.02032 1 FDI/Edu 0.843487 0.503965 0.302784 -0.09793 1 Eng 0.397796 0.034507 0.911642 -0.11735 0.519654 1 Y 0.065691 -0.29344 0.905269 -0.41247 0.344903 0.921559 1

Thus, the three most important elements of the ETP appeared to be the overall tourism trigger, which was the measure of tourist attractiveness of the territory, usually 477 Anastasia Maga and Peter Nicolau / Proceeding – Social Science (2018), page 466-482

predetermined by some climatic, other natural or historical features; the English language proficiency, which was the measure of the overall education and integration; and FDI in Education, which was the indicator of the country’s openness to international education programs. Proper management of these areas will increase the flow of international students into the territory and thus multiply the financial benefits they bring, alongside the traditional tourists.

4. Discussion The results of the ETP assessment showed that the three leaders were Malaysia, Singapore and Thailand. These countries managed to use the capacity of their educational systems and the overall tourist attractiveness and created favourable conditions for international students. The high significance of the tourist attractiveness factor left countries with poor tourism infrastructure development far behind the leading six. Regardless of other factors the tourism trigger is, and will be, the most influential in creating the educational tourism potential, this is a definitive factor for choosing an ASEAN country as a destination for an academic visit. The high value of the EPI in the ETP evaluation proved that the overall English proficiency was not only a matter of literacy, and integration, but also characterized the degree of internationalization of the education system, which partially reflected the number of English taught programmes. The third definitive factor which was considered by territories wishing to build a strong ETP and yielding financial benefits from it, was the FDI in education, though a low value for most ASEAN countries, however there was a high weight in the final assessment model.

5. Conclusion The paper is an attempt to assess the value of educational tourism potential of a territory as proved by the evidence from ASEAN, a vast region which is highly popular among recreational tourists and a new potential area of interest for international students. The significance of building a strong ETP cannot be overestimated, financial returns for the 478 Anastasia Maga and Peter Nicolau / Proceeding – Social Science (2018), page 466-482 territory may come not only in the form of taxes, but also benefit from FDI and economic effects on human resource potential. Another way to look at the issue may be the approach of evolutionary economic geography 4 and see it as a potentially promising chance of breaking the path which is a dependent process in some territories and diversifying the economy. This research has many limitations at the current stage, the main obstacle is the lack of relevant data due to poor reporting in some low income ASEAN countries. Thus some controls have to be omitted. The further research opportunities include further testing and applying the model on global data. A field study in ASEAN countries is needed to measure the lacking variables. A survey of sample of the international students in different areas of the region should be conducted to determine their motivations to study in ASEAN. Another potentially promising area is the assessment of financial returns of educational tourism.

6. References 1. ASEANstats Database (2017) https://data.aseanstats.org 2. Asteriou, D. and Hall, S.G. (2011). Applied econometrics. New York, NY: Palgrave Macmillan 3. Bodger, D., 1998. Leisure, learning, and travel. Journal of Physical Education. Recreation & Dance, 69 (4), 28-31. 4. Boschma, R., & Martin, R. (2010). The aims and scope of evolutionary economic geography. The Handbook of Evolutionary Economic Geography, 3–39. https://doi.org/10.4337/9781847204912.00007 5. Canadian Tourism Commission (CTC) (2001) Learning Travel: ‘Canadian Ed- Ventures’ Learning Vacations in Canada: An Overview. Ontario: Canadian Tourism Commission. 6. Clarke, John Innes (1965). Population geography ([1st ed.]). Pergamon Press, Oxford ; New York 479 Anastasia Maga and Peter Nicolau / Proceeding – Social Science (2018), page 466-482

7. Dimech, Nicole Kim (2013) Educational tourism in Malta: an analysis of English Foreign Language (EFL) students: motivation, learning preferences and experience, URL: https://www.um.edu.mt/library/oar//handle/123456789/7315 8. EF English Proficiency Index. URL: https://www.ef.co. 9. European Commission/EACEA/Eurydice, 2016. Structural Indicators on Graduate Employability in Europe – 2016. Eurydice Report. Luxembourg: Publications Office of the European Union. 10. Haukeland, J. V., Vistad, O. I., & Daugstad, K. (2013). Educational tourism and Interpretation (working paper). 11. Holdnak, A. and Holland, S. (1996) Edu-tourism: Vacationing to learn. Parks and Recreation 3 (9), 72–77. 12. International Labour Organization (2018) www.ilo.org 13. ISCED: Glossary:International standard classification of education (ISCED), URL: http://ec.europa.eu/eurostat/statistics-explained/index.php/Glossary: International_standard_classification_of_education_(ISCED) 14. Kalinowski, K. M. & Weiler, B.(1992). Educational Travel, New York, Wiley 15. Kaul, R. N. (1985). Dynamics of tourism: a trilogy. New Delhi: Sterling Publishers Private Limited 16. Nicolau P., Maga A. (2018) Interpretation of Educational Tourism and the Potential of ASEAN Countries. Proceedings of the ASEAN Tourism Research Association (ATRA) Conference 2018, p. 11-22. http://docs.wixstatic.com/ugd/0ab6d6_caac6994cdb0414888ca30d6866150d1.pdf 17. Ritchie, B. W. (2003). Managing Educational Tourism. Clevedon, UK: Channel View Publications. 18. Ritchie, B. W. and Priddle, M. (2000) International and domestic university students and tourism: The case of the Australian Capital Territory. Paper presented at the Australian Tourism and Hospitality Research Conference, Mt Buller, Australia, 2–5 February. 19. Roppolo, C. (1996) International education: What does this mean for universities and tourism? In M. Robinson, N. Evans and P. Callaghan (eds) Tourism and Cultural Change (pp. 191–201). 480 Anastasia Maga and Peter Nicolau / Proceeding – Social Science (2018), page 466-482

20. Sharma, A (2015) Educational Tourism : Strategy for Sustainable Tourism Development with reference of Hadauti and Shekhawati Regions of. (2015), 5(4), 1–17. 21. Smith, A. (2013). The role of educational tourism in raising academic standards. African Journal of Hospitality, Tourism and Leisure, 2(3), 1–7. 22. Smith, C. and Jenner, P. (1997a) Market segments: Educational tourism. Travel and Tourism Analyst 3, 60–75. 23. Smith, R (1982) Learning How to Learn. Chicago: Folett. 24. Stroomberge A. (2009) Measuring the economic impact of “export education”_ insights from New Zealand – GlobalHigherEd., February 7, 2009. https://globalhighered.wordpress.com 25. UNESCO Institute of Statistics (2017), http://uis.unesco.org 26. Varghese, N.V. & , UNESCO-IIEP. (2008). Globalization of Higher Education and Cross-Border Student Mobility. http://lst-iiep.iiep-unesco.org/cgi- bin/wwwi32.exe/[in=epidoc1.in]/?t2000=025909/(100) 27. Weaver, D. and Oppermann, M. (2000) Tourism Management. Brisbane: John Wiley. 28. World Bank (2018), the World Bank Data (Statistical database), http://www.worldbank.org 29. WTO Terminology Database. URL: https://www.wto.org/english/thewto_e/glossary_e/glossary_e.htm

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7. Appendices

Appendix A Regression Summary

Regression Statistics Multiple R 0.981320803 R Square 0.962990518 Adjusted R Square 0.370466814 Standard Error 7.704378096 Observations 8

ANOVA Significance df SS MS F F Regression 6 3088.973485 514.8289 8.673368 0.254235774 Residual 2 118.7148837 59.35744 Total 8 3207.688369

Standard Upper Coefficients Error t Stat P-value Lower 95% Upper 95% Lower 95.0% 95.0% Intercept 0 # - # - # - # - # - # - # - PEIs -0.12361301 0.185795702 -0.66532 0.574305 -0.923027395 0.67580138 -0.923027395 0.675801377 Edu/GDP -0.8676539 2.358459306 -0.36789 0.748241 -11.01528527 9.27997747 -11.01528527 9.279977471 Tourism 0.761225704 0.388255554 1.960631 0.188968 -0.909303115 2.43175452 -0.909303115 2.431754523 Adv LF -0.39282776 0.253788591 -1.54785 0.261741 -1.48479193 0.69913642 -1.48479193 0.699136419 FDI/Edu 5102.785295 4147.485796 1.230332 0.343645 -12742.40579 22947.9764 -12742.40579 22947.97638 Eng 0.769805974 0.545808188 1.410397 0.293849 -1.578617116 3.11822906 -1.578617116 3.118229065

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8. Authors’ profiles: Dr. Anastasia A. Maga, Russia Dr Maga completed her doctoral work at the Transbaikal State University, Russia in 2007. An accomplished researcher, Dr Maga has published dozens of international journals. Her depth of knowledge has also expanded to publish a number of academic textbooks and monographs. Specializing in finance and economics Dr Maga has also consulted in the private and public sector as an expert and international project manager. Dr Maga currently is a lecturer in the BBA program at Stamford International University, Bangkok and frequently has appointments as a visiting Professor at the Transbaikal State University, Russia.

Mr. Peter E. Nicolau, Australia Mr. Nicolau is employed as an undergraduate lecturer at the department of Accounting and Finance at Stamford International University, a member of the Laureate International Universities. He has more than 7 years of teaching experience in higher education in Thailand and Vietnam. He has two master degrees: one in International Business from the University of New England (Australia), the other in Diplomacy and Trade for Monash University (Australia). Mr. Nicolau also has vast industrial experience in international business management in USA, Great Britain, Australia, Chile and Brazil. Peter Nicolau is a passionate and dedicated educator focusing on innovation, as well as research; his areas of research interest include tourism and international finance. Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Economics and Finance, May 2018, page 483-491 www.iseec2018.kbu.ac.th The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

Decrypting the Cryptocurrency Bubble Pincha Rutchatawuttipong1 1Student, Regent’s International College, E-mail: [email protected]

ABSTRACT Cryptocurrencies (CCs) had gained a great deal of media coverage and mass audience attention since 2017 until the beginning of this year. Bitcoin, the largest of its kind, in terms of market capitalization, was traded at a record high of nearly $20,000 per coin. Such a price bubble was alarming and susceptible to implosion. Many researchers had attempted to predict the timing and magnitude of its burst, which was proven to be a difficult task without an understanding of the different types of bubbles and their historical resemblances. The aim of this paper was, therefore, to be a stepping stone for further research by clarifying different conditions that led to different bubble models and assigning the CC bubble into an appropriate one. In the results, we observed that the CC bubble did not belong to any specific existing model.

Keywords: Cryptocurrencies, Bitcoin, Cryptocurrency Bubble, Cryptocurrency Price

1. Introduction Global financial markets in the last four decades have witnessed non-fundamental fluctuations of asset price in various formats–for example, in commodities (2000s commodities boom), real estate (the U.S. housing bubble, the 1997 Asian financial crisis), and stocks (Dot com bubbles). Studying historical examples of bubbles give us an idea which corresponds to Kindleberger’s (1978) prediction that these overvalued assets will eventually implode. Especially, in an ever more interconnected financial ecosystem, such implosion often means crises with unprecedented severity and international contagion (Kindleberger and Aliber, 2005). Capital mobility was the root of modern crises’ dramatic collapse. Take the 1997 Asian financial crisis as the first example. Japan’s direct investment caused economic boom and

484 Pincha Rutchatawuttipong / Proceeding – Social Science (2018), page 483-491 massive capital inflows to several Asian countries like Thailand, Indonesia, and China. Speculative investors occupied the real estate market. Once they realised the bubble would burst, the flow reversed sharply causing these economies’ currencies to depreciate. Another example is the 2008 U.S. housing bubble. It caused a massive meltdown across Europe and America, due to the linked banking system. Currently of interest are the cryptocurrencies, which are digital assets originally designed to work as an alternative medium of exchange, enabled by the blockchain technology which serves as the public ledger shared between network participants (Hileman and Rauchs, 2017). Cryptocurrencies are volatile in value. Bitcoin, the first of its kind, was launched in 2009. Its price was first recorded in 2010 and never exceeded $1 in linear value; however, in December 2018, it hit a record high at $19,498.63 (“Bitcoin price chart with historic events,” n.d.). Such price hike as this is unheard of; it is fair to suspect that these are bubbles whose characteristics need to be studied. There are also other urgency signals: 1. More factors to stimulate irrational decision making: the world is increasingly interconnected, thanks to the internet and social media; psychological bias can easily influence irrational investment decision (which makes a worse case for bubbles than rational ones). 2. Limited access to technical information: In a fast-paced and innovative environment, there is a growing number of hi-tech financial assets that incorporate new technology. These asset types are more difficult to derive the true value of. Iwamura et al. (2014) notes that currently Bitcoin’s share of the global financial system is minute; no financial authority needs to worry about Bitcoin’s impact on the financial markets in the near future. But, as Bernanke remarked, it could have a profound impact in the long run. Though bearing some speculative traits, CCs carry with them an interesting prospect of modern commodities. Thus, the goal of this paper is to attempt to provide an insight into the essence and properties of the currently inflating CC bubbles with the main objectives of defining a bubble as a financial phenomenon, providing a historical overview of CC emergence, and using the appropriate model for bubble classification, categorize the current bubble and try to explain its behavior, and based on the employed model try to predict its course.

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2. Main context 2.1 Methods and theoretical framework A common definition of bubbles refers to a circumstance where asset price dramatically increases and thus exceeds its fundamental value. Xiong (2013) summarises some common characteristics of asset bubbles that are useful for our analysis: They tend to coincide with technological or financial innovations; they involve frenzied trading between investors, and often active trading of new investors; they are vulnerable to increases in asset supplies; they may burst suddenly without any warning sign. Given the unified framework to detect bubbles, this paper’s context of interest is the U.S. because of two reasons. First, it is the center of global trade in a sense that it is the largest economy, and the U.S. dollar is the most commonly used currency. Secondly, it is the hub of most technological and financial innovations. Though Bitcoin, the largest cryptocurrency, is not a product of American innovators, the U.S. dollar is the second most traded for Bitcoin in volume after Japan (“Most traded National Currencies for Bitcoin” retrieved 16 Mar 2018). To extend our analysis, we rely on comprehensive categorisation of bubbles by Brunnermeier (2016), who assigned them into the four models which identify conditions under which the bubbles can exist. The first two analyze bubbles assuming investors have rational expectations, but either they have access to the same information or are asymmetrically informed. The third model focuses on the interaction between rational and behavioural investors. And the final model indicates that traders’ beliefs are heterogeneous. All participants possess psychological biases, thus disagree about the fundamental value of the asset.

1. Rational bubbles under symmetric information: The underlying assumption is that all agents have rational expectations and share identical information. This reflects efficient market hypothesis where Blanchard (1982) notes that the intrinsic value of an asset is the discounted value of its future dividend stream. In this setting, an investor is fully aware of the long-term changes and will hold a bubble asset as long as it grows in expectations. Blanchard and Watson (1982) also note that bubbles are more likely to exist in market conditions without defined fundamentals, such as the gold market as opposed to blue-chip stocks or perpetuities. For instance, if two agents were to determine the value of gold, the

486 Pincha Rutchatawuttipong / Proceeding – Social Science (2018), page 483-491 first agent wants it for industrial use while the other prefers it for precautionary use. The pair will assess the value of gold differently. The second one is more likely to base his choice on the basis of past actual returns, rather than on market fundamentals. He may be willing to buy gold at a high price because it has yielded substantial capital gains in the past. As a result, rational bubbles may occur. Both valuations are considered rational and both have access to symmetric information. A nice example of these rational bubbles is Fiat money. The intrinsic value of fiat money is zero, but it still has a positive price.

2. Rational bubbles under asymmetric information: The underlying assumption is that all agents have rational expectations but they are asymmetrically informed. This model has to do with the principle-agent problem. Brunnermeier (2001) suggests that prices in this case will serve as an index of scarcity and informative signals since they aggregate and allow traders to learn about others’ information. Rational bubbles under asymmetric information exist when an investor holds an overpriced asset thinking he can resell it in the future to a greater fool. An example from Allen and Gorton (1993) suggests that bad fund managers churn their uninformed investors’ portfolio with bubble assets. Fund managers who invest on behalf of their clients can benefit from buying overpriced bubble assets, claiming that they have superior trading information.

3. Bubbles due to limited arbitrage: This model arises under an assumption that there is an interaction between rational and irrational market participants, but they face limited arbitrage or as Brunnermeier and Nagel (2001) describe as the reluctance to trade against mispricing. Proponents of the Efficient Market Hypothesis argue that bubbles cannot persist in this setting because well-informed investors will undo the volatile price impact by the irrational traders. However, they fail to do so due to some limitations, such as short-sale constraints (selling securities with the intention to repurchase them at a lower price), noise trader risk and myopia, liquidation risk and synchronization risk. For example, Abreu and Brunnermeier (2003), Blanchard and Mark (1983) explain that rational arbitrageurs though know that the market will eventually collapse still would like to ride the bubbles for higher returns and exit just before the crash. Each arbitrageur comes up with different solutions to this optimal

487 Pincha Rutchatawuttipong / Proceeding – Social Science (2018), page 483-491 timing problem, and the lack of synchronization permits the bubble to exist and grow. Brunnermeier (2001) provides an example using a case study of hedge funds and the technology bubbles. The hedge fund managers did not exert a correcting force on stock prices during the technology bubble. Instead, they were heavily invested in technology stocks because of higher returns. 4. Heterogeneous beliefs bubbles: In this case, the underlying assumption is that crowd psychology has no impact because investors have heterogeneous beliefs and face short-sale constraints. Miller (1977) argued that short-sales constraints can cause stocks to be overpriced and bubbles to exist when investors have heterogeneous beliefs about stock fundamentals. In the presence of the constraints, stock prices reflect the views of the more optimistic participants. Also, in contrast to an asymmetric information setting, investors do not try to infer other traders’ information from prices. Scheinkman and Xiong (2003) note that heterogeneous belief bubbles are accompanied by large trading volume and high price volatility.

2.2 Results The structure of this section is such that we will begin by restating the properties of bubbles in all the models while providing evidence for and against each assumption. Table 1 – Characteristics of CC bubbles Model Characteristics Cryptocurrency bubbles Rational bubbles under symmetric  Rational expectations  Decisions driven by sentiment information  Identical information  Violate weak form efficiency Rational bubbles under asymmetric  Rational expectations  Decisions driven by sentiment information  Asymmetric information  Violate weak form efficiency Bubbles due to limited arbitrage  Rational and irrational traders  Rational response to new information vs collective optimism  Short-sale constraints  Short-sale is allowed Heterogeneous beliefs bubbles  Irrational traders no crowd  Evidence of herding psychology  Short-sale constraints  Short-sale is allowed Rational bubbles under symmetric information Even when all agents know the fundamental value of an asset and decide on the price at which they purchase them based on such information, rational bubbles under symmetric

488 Pincha Rutchatawuttipong / Proceeding – Social Science (2018), page 483-491 information can occur because the asset is valued differently for different holding purposes. Agents who hold, for example, fiat money for speculative motives, rationally and knowingly pay a higher price. CC is originally created to be an alternative form of money. However, identifying the fundamental value of such asset triggers a heated discussion. Some skeptics like Yermack (2015) claims that the CC has no intrinsic value, while others like Hayes (2017) says their value is, in essence, ‘virtual’. Garcia et al. (as cited in Hayes) suggests that the cost of production from mining should actually be considered as the ‘lower bound’ value for the currency, similar to Jenssen (as cited in Hayes) who suggests that the computer-labour should be taken as value. Jenssen goes on to argue that the limited supply nature of the CC can make the premium priced asset worth purchasing. Sticking to the rational assumption is difficult when trying to identify the condition under which the CC bubbles exist. These irrational traders are consistently overly optimistic and take larger positions than they would if they were rational. Under symmetric information, it is necessary that the knowledge of such fundamental value is accessible by all agents. However, in the CC market, there is no evidence to advocate such claim. There is evidence, however, to support that agents are actually irrational. Bianchetti et al. (as cited in Hayes) notes that the CC prices are driven mainly by investor sentiment. Individuals are influenced by psychological biases. Polasik et al. (as cited in Hayes) also adds that CC price formation is the result primarily of its popularity fueled by the increasing media attention and word-of-mouth. Moreover, CC doesn’t correspond to weak form efficiency which confirms that there is information asymmetry that also allows this CC bubble to occur. Latif et al. (2017) study the performance of cryptocurrency under an efficient market hypothesis to ensure that no speculators or investors are able to take advantage. The analysis shows that the market efficiency hypothesis in bitcoin and litecoin market is inconsistent with weak form of efficiency where prices reflect past information and profit cannot be made by technical analysis. This means that traders clearly have asymmetric information probably due to the limited knowledge of advanced technology. Rational bubbles under asymmetric information Rational bubbles under asymmetric information occur because of the greater fool theory. We have summarised in the previous sub-heading that the CC bubbles neither exist

489 Pincha Rutchatawuttipong / Proceeding – Social Science (2018), page 483-491 under rational expectation nor symmetric information. We also went on to argue that, there in fact lies some elements of information asymmetry since the bubbles violate the weak form efficiency hypothesis. Bubbles due to limited arbitrage The underlying assumption that there is (though limited) an interaction between rational and irrational traders make a more realistic case for the CC bubbles. Krafft et al. conduct a design experiment that is useful for our analysis, to distinguish rational traders from irrational ones. They detect trends in price hike as a rational response to new information such as the authority endorsement announcement, or the ‘big player’ making a significant investment decision involving a large volume change in the market. While another trend comes from the ‘collective optimism’, where price rises as a result of peer influencing among small traders. The rational ones did not try to exert correcting force to eliminate the bubbles. Instead, each rational trader tries to forecast when other rational traders will go against the bubble. That is why in this model, bubbles can persist as long as limits to arbitrage prevent rational investors from eradicating the price impact of behavioral traders. However, in the CC market, taking short sales constraints as the limited arbitrage, there is an evidence that the CCs are overvalued despite short-sale prevalence. The introduction of short sales was necessitated by the large premium. January 2017’s futures were trading at $18,100, while the spot price of bitcoin was $17,631, according to CBOE’s index price. Heterogeneous beliefs bubbles This type of bubble will persist because all traders have different beliefs and the price will reflect the most optimistic traders. Since the model assumes all behavioural agents do not try to infer each other’s information, crowd psychology and herding cannot exist. However, in the case of CCs, crowd psychology plays an important role and all agents react heavily to new information. To provide an evidence, we look at the Bitcoin price chart and try to detect a significant shift in its price. When CBOE Bitcoin futures are launched on Dec. 11, bitcoin price surged 26 percent (“bitcoin price chart with historic events”, n.d.). A reverse reaction can also be witnessed. For instance, Partz (2018) covers bitcoin’s price as it rallied to $20,000 in Dec. 2017 from a modest $1,000 at the beginning of the year, before sinking down to $6,048 on Feb. 6 2018. Some experts believe that the cryptocurrency downturn is mostly likely due to

490 Pincha Rutchatawuttipong / Proceeding – Social Science (2018), page 483-491 a $400m sell-off by the attorney and bankruptcy trustee of Mt. Gox. Rooney (2018) also provides evidence that bitcoin fell 12 percent in late January after Facebook announced it would ban ads on "binary options, initial coin offerings and cryptocurrency." As mentioned in the previous sub headings, the fundamental value of the CC can be difficult to agree upon. Individuals are driven by sentiment and will infer other’s information.

3. Conclusions Based on our results, we can deduce that the cryptocurrency bubbles arise under the condition where there is an interaction between rational and behavioural traders, and such bubbles still exist in the absence of limited arbitrary factors, partly because participants are asymmetrically informed. On the one hand, the rational traders will watch each other to determine their action. On the other hand, irrational traders without proper knowledge (arguably of technology) will also watch each other and continue to be fooled. As such, we came to a conclusion that there needs to be a new model to incorporate both elements, irrational bubbles due to asymmetric information. There has been a crisis that bears some resemblance to the CC bubbles. That is, the early 2000s internet bubbles where technology-related companies’ stock on Nasdaq surged to record high levels. There was asymmetric information between the management level of those tech-companies and their hopeful shareholders. Shiller (as cited in Xiong, 2013) explains the underlying factor for such price hike as “irrational euphoria” or the expectation of the future, intensified by the media. The nature of the new model should be clarified by quantitative analysis and more detailed characterization based on collective statistical analysis of different cryptocurrencies other than Bitcoin. There are sub categories like Altcoin which are as much interesting to study. Prospects for future research should be how the model differs between major currencies and the rest.

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References [1] Abreu, Dilip and Markus K. Brunnermeier (2003), Bubbles and crashes, Econometrica 71, 173-204. [2] “Bitcoin price chart with historic events”, n.d. https://99bitcoins.com/price-chart- history/ [3] Blanchard, Olivier and Mark Watson (1983), Bubbles, rational expectations and financial markets, National Bureau of Economic Research, NBER Working Papers 945. [4] Brunnermeier, M. K. (2001): Asset Pricing under Asymmetric Information: Bubbles, Crashes, Technical Analysis and Herding. Oxford University Press, Oxford. [5] Brunnermeier M.K. (2016) bubbles. In: Jones G. (eds) Banking Crises. Palgrave Macmillan, London [6] Hayes, A. S. (2017). Cryptocurrency value formation: An empirical study leading to a cost of production model for valuing bitcoin. Telematics and Informatics, 34(7), 1308–1321. https://doi.org/10.1016/j.tele.2016.05.005 [7] Hileman, G., & Rauchs, M. (2017). 2017 Global Cryptocurrency Benchmarking Study. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.2965436 [8] Iwamura, M., Kitamura, Y., and Matsumoto T. (2014) Is Bitcoin the Only Cryptocurrency in the Town? Economics of Cryptocurrency and Friedrich A. Hayek [9] Kindleberger, Charles (1978), Manias, Panics, and Crashes: A History of Financial Crises, John Wiley & Sons, New York. [10] Latif, S.R., M.A. Mohd, M.N. Amin, and A.I. Mohamad (2017), Testing the weak form of efficient market in cryptocurrency, Journal of Engineering and Applied Sciences, 12(9): 2285-2288. [11] “Most traded National Currencies for Bitcoin” retrieved 18 Mar 2018 https://www.coinhills.com/market/currency/ [12] Partz, H. (2018) Goldman Sachs: Bitcoin 'Has Potential' To Drop Below February Low Of $5,922 https://cointelegraph.com/news/goldman-sachs-bitcoin-has-potential-to- drop-below-february-low-of-5922 [13] Rooney, K. (2018) Bitcoin briefly falls below $8,000 after Google says it will ban cryptocurrency ad https://www.cnbc.com/2018/03/14/bitcoin-falls-below-9000-after- google-bans-cryptocurrency-ads.html [14] Xiong, W. (2013) Bubbles, Crises, and Heterogeneous Beliefs [15] Yermack, D. (2015). Is Bitcoin a Real Currency? An Economic Appraisal. In Handbook of Digital Currency: Bitcoin, Innovation, Financial Instruments, and Big Data (pp. 31– 43). https://doi.org/10.1016/B978-0-12-802117-0.00002-3

Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Nurse, May 2018, page 492-504 www.iseec2018.kbu.ac.th The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

Stress Experience and Stress Coping of Nursing Students in The Clinical Learning Labor Room Patchara Somchoe Faculty of Nursing, Kasem Bundit University, Bangkok, Thailand

ABSTRACT This article focused on stress experience and stress coping of nursing students in the clinical learning labor room. The informants were 14 nursing students who experienced the practice in the labor room and 5 nursing preceptors. Data collection was gathered by interviewing nursing students and preceptors. The content analysis was employed to analyze qualitative data. The results indicated that nursing students felt a combination of excitement, anxiety, fear and stress. The stress affected the nursing students in many ways, for example, a lack of confidence, a fear of doing and thinking about what they should do, or even fainting or falling asleep. Some coping strategies included reading more books, searching for information from the library or online media and sharing experiences with friends, talking to their families, or relaxing by walking or swimming and listening to music. It was recommended that nursing students should be prepared by practicing building relationships between nursing preceptors and themselves, receiving and giving advice among themselves, creating new opportunities and love in the profession.

Keywords: Nursing Students, Stress Experiences, Stress Coping

1. Introduction Nursing students who study in the nursing science curriculum must practice in the clinical learning labor room for nursing care and delivery. They were exposed to uncontrollable environments, unexpected events such as the mother’s physical changes. Students have specific fears: fear of failure, fear from the evaluation of nursing preceptors, fear of danger that the mother or baby will experience undue harm, fear of interaction with 493 Patchara Somchoe / Proceeding – Social Science (2018), page 492-504 the patient and relatives. (Mahat, 1996, pp. 163-169). A normal delivery , it is a skill that requires especially specialized skills. Nursing students evaluate themselves as lacking in knowledge and expertise, lacking of practice with the guidelines and having heavy workloads. If students assess the situations that affect the well-beings, these stress them. Stress negatively impacts students’ physical and mental health (Reeve et al., 2013 cited in Turner K., McCarthy VL, 2017, pp. 21) and hinders academic performance and completion rates. (Goff., 2011, Jeffreys, 2007 cited in Turner K., McCarthy VL, 2017, pp. 21) The study “Physiological and emotional responses to stress in nursing students: an integrative review of scientific literature.” (Benavente, S. B.T., & Costa, A. L. S., 2011, pp. 571-572) concludes that, in terms of results, it was observed that the theme should be further studied and developed for teaching and learning nursing because verified stress is a frequent occurrence and has major consequences for students. Obviously, it is important to consider the fact that students from different educational institutions experience different levels of stress during the teaching-learning process and depend on the reality they live in which will influence the intensity of stress during different stages of the students’ life. The results of a qualitative study from key informants will be valuable data for developing guidelines to help the nursing students.

1.1 Objectives of the study 1) To study stress experiences of nursing students in the clinical learning labor room. 2) To study the stress coping strategies used by nursing students. 3) To create a learning process on stress and coping strategies of nursing students in the clinical learning labor room. 1.2 Scope of Research Key informants were selected by purposive sampling. There are two groups: nursing students and nursing preceptors. Selected students were the 3rd year nursing students in a private university who had experienced for the first time in the clinical learning labor room and selected nursing preceptors in the clinical learning labor room at a hospital. The study took place during August–November 2017. The researcher, an instructor, listened to and reflected on the problems. The information obtained from interviews nursing students and nursing preceptors was used for this study.

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1.3 Definition of vocabulary used in research. Stress refers to the effect of interactions between nursing students and situations in the clinical learning labor room. Nursing students assess situations that affect their well-being in ways that threaten their feelings and behaviours. Stress coping refers to the cognitive and behavioural efforts made to master, tolerate, or reduce external and internal demands and conflicts among nursing students in the clinical learning labor room. Nursing students manage the stress that had occurred and its effect on them by methods of coping include problem-focused coping or emotion-focused coping.

1.4 The benefits of research 1) Instructors, nursing preceptors and related personnel will understand the stress experienced by nursing students in clinical learning labor rooms. 2) Nursing students have coping strategies for practicing in clinical learning labor rooms from senior nursing students with direct experience. 3) Instructors, nursing preceptors and related personnel can be used to create a learning process on stress and coping strategies of nursing students in clinical learning labor rooms.

2. Theoretical Framework The Lazarus and Folkman’s (1984) transactional model of stress (TMS) to conceptualize stress is based on the assumption that “psychological stress is a particular relationship between the person and the environment that is appraised by the person as taxing or exceeding his or her resources and endangering his or her well-being” (pp.19). The primary focus of the TMS is on the transactions that occur between the person and the environment where cognitive appraisal and coping are deemed as two critical processes that mediate this person-environment relationship and affect his social, psychological, and physical well-being. (Lazarus & Folkman, 1984) Lazarus and Folkman’s stress theory focuses on the appraisal, response, and adaptation to stress; thus, it is more applicable to the clinical faculty in understanding the experience of stress by nursing students and on how to help them cope with this stress during their clinical practices.

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3. Methodology The key informants comprising 14 students were the 3rd year nursing students from the Faculty of Nursing at a private university and 5 related nursing preceptors, practicing in the clinical learning labor room at a hospital in the academic year 2017. The instruments used in this study were in-depth interview outlines. There were issues in the interview. 1. In the clinical learning labor room, we asked nursing students the following. What stressors do they have? What is the stress? How does stress affect them? 2. Next, we asked them on how the nursing students manage the stress that had occurred and its effect on them. 3. In the case of students experiencing stress in the clinical learning labor room, we asked nursing preceptors on ways to help students learn about stress and solve it. Data collection: The researcher asked for an appointment to interview nursing students and nursing preceptors by appointing a date, time and place to interview each of them within 1 week after completion of the labor room practice. The interview process is as follows: 1) Before the interview: Prepare interview forms and materials for recording. 2) During the interview: The interviewee was informed about the purpose of the interview; the interviewer started the in-depth interviews based on a topic guideline to enable a detailed exploration of the nursing students’ and nursing preceptors’ views and experiences, requested for permission to record information during the interviews with notes and audio- recorder; lastly, the interviewer thanked the interviewees at the close of the interviews. Data analysis: 1) Content Analysis 2) Describe the information by depiction on the overall analysis of nursing students’ and nursing preceptors’ responses.

4. Results The findings were presented according to the analytical typologies. Part 1: Experiences of stress in nursing practice of nursing students. 1) Stress experiences of nursing students in the clinical learning labor room. 496 Patchara Somchoe / Proceeding – Social Science (2018), page 492-504

The key informants were 14 female nursing students. They felt a combination of excitement, anxiety, fear and stress: - Excitement. Students felt excited on the first day when they saw the delivery and more excited when practicing their first case of delivery: "When I saw the first delivery in my life, I was so excited that I almost fainted…" (9thstudent) "For the first time in life, I was very excited. From the beginning of the walk into the first ward ... that day, I had the opportunity to see a delivery in the first time, and I was afraid and excited." (12thstudent) - Anxiety. Students felt anxious every time they practiced in the clinical learning labor room. Anxiety was caused by fear of nursing preceptors, fear when they could not answer or do what was expected to : "... two days later, a friend in the group was the first to come in contact with the nursing preceptors ... she was fearful and anxious. I wasn’t happy with that…. I did not dare to approach her." (6thstudent) "Very concerned about the anxiety , I didn’t know what to do. At that time, I was very worried. My personality, I'm more of a reflective person." (13thstudent) - Fear. Students felt scared when they could not meet nursing preceptors’ expectations and could not answer the questions. Fear of doing what was expected and fear when seeing the first delivery: ".... I can’t guess what events are going to happen each day. I feel scared." (2ndstudent) ".. I feared to make mistakes . I feared I couldn’t answer the questions and I was scared when the instructor or nursing preceptors scolded me." (7thstudent) "That day was my first chance to see a delivery, I had both fear and excitement..." (12thstudent) - Stress. Students felt stressed from the first week of practice. They experienced stress every day of practice. When a nurse preceptor came to coach and asked many questions that they could not answer, they had these to share: 497 Patchara Somchoe / Proceeding – Social Science (2018), page 492-504

"We experienced the stress every day." (3rdstudent) "Stress worked fast and the job was so multifaceted..." (8thstudent) "The first week was very stressful. I did not prepare anything. I did not know much th about it ... I was screaming at the nurse preceptor." (11 student) "... What I had to deal with in the group was very stressful. We were asked everything. Everyone was so stressed that we almost cried." (12thstudent) 2) The effects of stress experiences on nursing students in the clinical learning labor room. The stress affected the nursing students in many ways: for example, a lack of confidence, a fear of doing and thinking, or even fainting or sleeping problem: - Lack of confidence. Students lacked confidence. Sometimes they did not dare to do anything with the nursing preceptors and did not dare to decide on anything: "... The nursing preceptor scolded me. That day, I lacked confidence." (1ststudent) rd "... Sometimes I didn’t dare to do anything with the nurse preceptor." (3 student) "When I had to take care of the mother during delivery, I wondered why I was so excited about it?"(12thstudent) - Momentarily forgetting. When the nursing preceptors asked questions during nursing care for delivery and childbirth, the nursing students could not remember for a moment what to respond and received a scolding: "I read it (a book) but I could not remember it. The nurse preceptor scolded me because I remembered nothing."(11thstudent) - Crying, falling asleep, having headaches and trembling hands, even fainting. Students were so stressed that they almost cried, even almost felt asleep, had some headaches: "From my friend’s experience, I was afraid, worried that I would be beaten and could not sleep."(8thstudent) "Providing care in the first delivery, I was very excited, even fainting…" (9thstudent) " I was stressed and had a headache..." (10thstudent) 498 Patchara Somchoe / Proceeding – Social Science (2018), page 492-504

"Until that day everyone was very stressed and were almost crying." (12thstudent) Part 2: Coping strategies used of nursing students in the clinical learning labor room. 1) Nursing Students’ coping strategies. Nursing Students’ coping strategies included reading more books, searching for information from the library or online media, sharing experiences with friends, talking to their families, or relaxing by walking or swimming and listening to music: - Reading more books. Most nursing students used the methods of reading more learning materials such as searching for information from the library or online media: "... It made me think that I’ll have to try to read more books from the library and the internet ... Let's learn more." (8thstudent) "That day, we spent the whole night reading a book for the next day. Review knowledge very well to avoid any mistakes that might occur." (12thstudent) - Memorize the summary. Nursing students used the method of memorization, summarizing their understanding of nursing theory and practice in a small notebook to read: "Memorized and wrote down a note..."(7thstudent)

"... I tried to read and summarize my understanding, such as nursing intervention during labour..."(13thstudent) - Sharing experiences. Nursing students shared experiences with friends. " We shared what we knew ... Everybody tried to help and support one another that made us happy and felt warm among ourselves." (8thstudent) - Mind control. Nursing students used the method of mindfulness to solve problems, calm down themselves and smile: "When I started to be confused I thought slowly and tried to answer." (12thstudent) "Sometimes when I was scolded, I tried not to think about it. Instead, I thought about something else."(14thstudent) - Talking to their families. Nursing students talked to their family members and peers to relieve stress: "... I had a talk to relieve stress with friends in the group." (8thstudent) 499 Patchara Somchoe / Proceeding – Social Science (2018), page 492-504

" I told my mother something and she listened to me." (11thstudent) - Relaxing. Nursing students relaxed by listening to music, singing, walking, swimming, or did other forms of exercising: "My stress management was exercising, singing to relieve stress, and swimming. These were very good ways to relax…" (13thstudent)

- Gratitude for the chance. Nursing students were given the opportunity, so they felt they should develop themselves: "We tried to do what our superior wanted… she gave us the opportunity to find the answers." (7thstudent) - More enthusiastic. Nursing students were enthusiastic about their assignments: "… We tried to answer the questions in order to show that we were eager to learn. … We didn’t want the nursing preceptors to have a bad attitude about us." (13thstudent) "I didn’t have enough knowledge so I tried to be enthusiastic." (14thstudent)

2) The effects of coping and stress management. - More confidence and self-improvement: "I was encouraged by the trainers and the nursing preceptors. I tried to read more books to practice my skills in the case." (8thstudent) "That day, we spent the rest of the night on reading ... After that day, we were more confident and less excited. That day I was very happy.... and the practice went well." (12thstudent) - More knowledge. Nursing students have more knowledge to answer the questions correctly: "... I just went back to read the books for the next day to have more knowledge." (1ststudent) "... I walked around 3 times and then went back to read the books, remembered and made enough notes…" (10thstudent) 500 Patchara Somchoe / Proceeding – Social Science (2018), page 492-504

- Happiness. Nursing students’ happiness was when they received encouragement from nursing preceptors and instructor, and nursing preceptors didn’t blame them for anything: "That day, I was very happy not to be scolded….and the practice went well." (12thstudent) "I was encouraged by my instructor and nursing preceptors. I would try my best.” (8thstudent) "I would like to say thank you to my dear instructor, who have given me knowledge and experience. I have to remember this knowledge in order to use it in the real life." (10thstudent)

Part 3: Create a learning process on stress and coping strategies of nursing students in the clinical learning labor room. The informants , 5 female nursing preceptors, recommended learning process about stress and coping below of nursing students during the period of practice in the labor room: 1) Understanding the nature of the group. Understanding the characteristics and the basic knowledge of the group was important. A joint plan was prepared by instructors and nursing preceptors: "Nursing preceptors have to understand the nature of the group and the knowledge base of the group. The expectation will be different, for example, for the group experiencing rd the first day of labour and again on the final day." (3 nursing preceptor) "Inquiry into requirements. Expectations from practice at the labor room and th students have to do as expected." (4 nursing preceptor) 2) Preparation before the practice. The students should be prepared for the necessary knowledge and the relevant videos should be watched before practice. The orientation on the place and rules should be prepared prior to the practice in labor rooms: " We should concern about how much training is needed. The students should st watch videos to prepare for a newborn delivery.” (1 nursing preceptor) 501 Patchara Somchoe / Proceeding – Social Science (2018), page 492-504

3) Building relationships and love in the profession. It’s necessary to build relationships between nursing preceptors and nursing students before practice. Nursing preceptors should be friendly and inspire students to love the profession:

"The nursing preceptors must be friendly and make themselves approachable to rd nursing students." (3 nursing preceptor) "Building relationships between the nursing preceptors and the nursing students before practice. The activities may be organized together to build love for the practice and the organization. If you love your superior, your superior will love you. The practice will be th less stressful." (5 nursing preceptor) 4) Giving advice. Nursing preceptors give the students some advice on principles and rationalily for nursing caring, encourage analytical thinking and link the actual situation with the theory. The first day may focus on knowledge. During the day, the questions will be used to revise the learned content: "In practice, childbirth labor is a stressful job. So, to make the students feel that it is easy, we must make sure that they have a knowledge base that is focused on what content they need to know. On the first day of training, you may need to focus on the knowledge; do more activities in the latter days of coaching, so, the students will be asked rd the questions. They need to review, understand and remember the contents." (3 nursing preceptor) "If a plan is prepared jointly with the instructor, it can reduce stress for the nursing students on their first day to learn the case together. The instructor demonstrates on the st first case."(1 nursing preceptor) "Nursing preceptors closely supervises the students, teaches techniques that are not th in the textbook, and explain the reasons why the nursing activity is being done." (4 nursing preceptor) 5) Creating new opportunities. Nursing students should be encouraged to express their opinions to do things themselves as there is no limit on learning and they should have a relaxing time: "If nursing students have any questions, please let them find answers from the nd books and from the Internet.” (2 nursing preceptor) 502 Patchara Somchoe / Proceeding – Social Science (2018), page 492-504

"... Give opportunity for them to comment or do it themselves in a way that is rd flexible enough." (3 nursing preceptor) 6) The senior help the junior. Use a senior to help a junior, and friends help friends: nd "... Help one another." (2 nursing preceptor) "... For more complicated matters, we help one another to find a source, refer to the rd books, or the internet." (3 nursing preceptor)

5. Discussion The results indicated that nursing students felt a combination of excitement, anxiety, fear and stress. The stress affected the nursing students in many ways: a lack of confidence, a fear of doing and thinking about what they should do, or even fainting or falling asleep. The study on the source of stress in nursing students, Quantitative Review of Quantitative Studies. Pulido-Martos, M., Augusto-Landa, J.M. and Lopez-Zafra, E., (2012, pp. 15-25) found that most sources of stress relate to academic personnel. Other stress sources involve fear in unknown situations, possible errors with patients, or technical equipment. Stress is a feeling that has negative effects, resulting in loss of confidence, inability to think momentarily, headaches, trembling hands resembling insomnia, as well as renal incontinence (Reeve et al., 2013 cited in Turner K., McCarthy VL, 2017, pp. 21-29). Stress affects the physical and psychological health of students contributing to performance barriers and success rates (Goff, 2011, Jeffreys, 2007 cited in Turner K., McCarthy V.L., 2017, pp. 21-29). Coping strategies included reading more books, searching for information from the library or on online media, and sharing experiences with friends, talking to their families, or relaxing by walking or swimming and listening to music, and get support. Of course in the delivery room, it was found that the coping strategies of the informants were to relieve their feelings with their friends, consult with their instructors and nursing preceptors, practise on the training models and read more on the subject matter in order to prepare before the practice. Nursing students also reported that they received social support from friends, nurse practitioners and families, especially emotional support. In addition, students are encouraged to continue their practice (Jumthong, S., et al., 2009, pp. 39-56). 503 Patchara Somchoe / Proceeding – Social Science (2018), page 492-504

It is recommended that the nursing students should be prepared before practice by building relationships between nursing preceptors and nursing students, receiving and giving advice, creating new opportunities during the process of learning and love in the profession. These are reported from the study, Analysis of Research on Physiological and Emotional Responses to Stress in Nursing Students: a case study of the review of the scientific. (Benavente, SBT, & Costa, ALS, 2011, pp. 571-576.) The results was shown that emotional expression stimulate perceptions of the brain and physiological responses vary with the perception of students having differentiated attitudes; in this study it is possible to conclude that the expression of emotions, feelings and perceptions of empathy reduce stress. They are used as the main sources to reduce stress. The studies have shown that stress and coping strategies are correlated with psychological symptoms. Positive coping strategies and having social support are associated with reduced mental symptoms. Other studies report that social support and self-esteem have a negative correlation with depression. This is consistent with the major findings of Abbasi's study (Abasimi, E., Atindanbila, S., Mahamah, MM, Gai, X., 2015, pp. 89-97) which found that stress was severe among nursing students due to the negative effects of stress. Therefore stress management is important and steps need to be taken. The orientation to university life and stress coping is needed. This will help to prepare the mind of the students to fight stress in the future. Moreover, the university psychologist should be consulted for some adjustments and tips of stress management.

Suggestion Prior to the clinical practice in the labor rooms , the meeting between Instructors, nursing preceptors, and related nursing students should be conducted to inform the details of the clinical practice requirement and establish a rapport. In addition, the students’ stress should be assessed periodically to monitor the stress level and it should be started before the clinical practice in the labor rooms. To prevent the negative impact of stress that will affect students’ physical and mental health, Instructors, nursing preceptors, related nursing students and a university psychologist should discuss how to decrease students’ stress in order to improve students’ learning process during the period of practice in the clinical learning labor rooms.

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References Abasimi, E., Atindanbila, S., Mahamah, M. M., & Gai, X. (2015). The Experience of Stress among Nursing students in Nursing Training Colleges in Tamale, Ghana. International Journal of Psychology and Behavioral Sciences. 5(2), 89-97. Benavente, S. B.T., & Costa, A. L. S. (2011). Physiological and emotional responses to stress in nursing students: an integrative review of scientific literature. Acta Paulista de Enfermagem. 24(4), 571-576. Jumthong, S., Yaelao, D., Vanindananda, N., & Bhukong, S. (2009). Stress Experience and Stress Coping Behavior of Nursing students from Clinical Learning at Labor room. Journal of Behavioral Science. 15(1), 39-56. Lazarus, R. S., & Folkman, S. (1984). Stress, appraisal, and coping. New York: Springer. Mahat, G. (1996). Stress and coping: First-year Nepalese nursing students in clinical Setting. Journal of Nursing Education. 35(4), 163-169.

Pulido-Martos, M., Augusto-Landa, J.M. & Lopez-Zafra, E. (2012). Sources of stress in nursing students: a systematic review of quantitative studies. International Nursing Review. 59(1), 15-25. Turner, K., McCarthy V.L. (2017). Stress and anxiety among nursing student: A review of intervention strategies in literature between 2009 and 2015. Nurse Education in Practice. 22(1), 21-29. Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Psychology, May 2018, page 505-512 www.iseec2018.kbu.ac.th The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

A Relationship Between Organizational Climate and Happiness of the Staff of the Nongpho Ratchaburi Dairy Cooperatives Dowloy Kanjanamaneesathian1 and Chutima Koetthong2 1Assistant Professor,Faculty of Management Science, Silpakorn University, [email protected] 2Logistic officer, Nongpho Ratchaburi Dairy Cooperative

ABSTRACT This research investigated the relationship between organizational climate and the happiness of the 200 employees of the Nongpho Ratchaburi Dairy Cooperatives. Questionnaire was used to collect the data. The data was analyzed by frequency, percentage, mean, standard deviation and Pearson's product moment correlation. The results showed that most of the samples were married female with the age between 31-40 years. They received Bachelor’s degree with the working experience; between 5-10 years and their salary between 10,001-15,000 baht/month. They were highly aware of the overall organizational climate in which corporate communication was highest, followed by technology in enterprise and the involvement in making a decision. They had a positive attitude in the overall condition of the work. They showed high enthusiasm followed by job satisfaction and happiness at work. The overall working environment was significantly related to the happiness of the employees at 0.01 level (r = 0.92). The working atmosphere was significantly related to happiness, job satisfaction and enthusiasm in working, at 0.01 level (r = 0.91, r = 0.89, r = 0.88), respectively.

Keywords: Organizational Climate, Happiness

1. Introduction Nongpho Ratchaburi Dairy Cooperatives (under the Royal patronage) operates its business following the guidance given by the late King Rama the Ninth. The cooperatives core business includes the production and the marketing of dairy products such as

506 Dowloy Kanjanamaneesathian and Chutima Koetthong / Proceeding – Social Science (2018), page 505–512 pasteurized and UHT milks, ice cream and yogurt, all of which have been marketed nationwide. The cooperatives also engage in other businesses such as gas station, animal feed factory and credit. The production capacity of the cooperatives is able to handle the volume of milk produced by the farmers in Nongpho area and the adjacent areas, aiding and abetting the member of the cooperatives in producing the milk with a guaranteed market. The members of the cooperatives also receive reasonable returning benefits from their membership, making the cooperatives to be a beneficial and useful platform for the dairy farmers [1]. Environments in the working places are known to affect the capacity of personnel to perform in the work places. Both physical facilities (such as office, and other amenities) and organizational climates (such as hierarchy of the work place, rules and regulations as well as behavior of the colleagues) have been reported to affect the performance of the personnel in the work places [2]. Organizational climates such as organizational design, communication, leadership, teamwork, decision making, culture, job satisfaction and motivation were reported to affect the emotional and psychological conditions of the personnel in the work places [3, 4]. It was reported that happiness in the work was affected not only by hierarchy of the work place, rules and regulations, but also by morale and will-power to work of the subordinates in the work places [5]. Happiness in the work places is state of a gratifying mind when the personnel have worked in the conditions and positions in which the personnel performs their tasks affectionately and satisfactorily, contributing to the positive improvement of creativity based on rationale and virtue [6]. This research paper investigated the relationship between the organizational climates and happiness in the work of the personnel of the Nongpho Ratchaburi Dairy Cooperatives. The aims of this work were to (1) make the personnel happy in the work place, (2) create good working relationship with colleagues, (3) increase working motivation and (4) reduce job leave and rate of job resignation of the personnel.

2. Methodology The hypothesis of this research was that the organizational climate was related to the happiness of the personnel of the Nongpho Ratchaburi Dairy Cooperatives.

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The population of this research was 400 personnel of the cooperatives and 200 personnel are sampling for study by using the convenience sampling method. Questionnaire, used as a tool to collect the data, consisted of four parts of the following: Part 1 was the personal data such as age, gender, marital status, level of education, duration in the work and salary. Part 2 was the personnel opinion about the organizational climates [7] relating the following six aspects: 1. Internal communication 2. Participation 3. Care of staff 4. Power & Influential 5. Application of technology 6. Motivation Part 3 was the opinion of the personnel about their happiness in work [8] relating the following three aspects: 1. Pleasantness in the work 2. Satisfaction in the work 3. Enthusiasm in the work Part 4 was the general opinions and the comments of the personnel. The modified questionnaires were subjected to the test with 20 personnel of the cooperatives who did not involve in this research and were not included in the sampling. The data from this preliminary trial test were analyzed for determining reliability of the modified questionnaires using Cronbach’s Apha Coefficient. With the value of Cronbach’s Apha Coefficient of 0.96, the modified questionnaires were used to gather the data from the personnel. Data collected were calculated and presented as percentage, mean, standard deviation (SD) and Pearson’s Product Moment Correlation.

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3. Results 3.1 Analysis of personal data Based on the data collected from the Part 1, it was found that the majority of the personnel were female (66.0%), with the age between 31-40 years (52.0%). Nearly half of the samples remained unmarried (47.5%). More than half of the samples received Bachelor’s degree (56.0%). They had working experience between 5-10 years and received the salary between 10,001-15,000 Baht/month (39.5%).

3.2 Analysis of the personnel thought about the organizational climates Based on the data collected from the Part 2, it was found that the overall organizational climate was high (=3.86). The Internal communication received the highest score (=3.83), followed by application of technology (=3.77) and participant of staff received the lowest score (=3.64).

3.3 Analysis of happiness in work Based on the data collected from the Part 3, it was found that the overall happiness in work was high (=3.86). Enthusiasm in work received the highest score (=3.97), followed by satisfaction in work (=3.81) and pleasantness in work received the lowest score (=3.80).

3.4 Correlation of organization climate and happiness in work The correlation of organizational climate and happiness in work was highly positive at .01 (r=0.92) (Table 1). Regarding happiness in work, pleasantness, satisfaction and enthusiasm in work positively correlated with organizational climate at .01 (with the r value for each aspect at 0.92, 0.89 and 0.88 respectively). With respect to the organizational climate in work, internal communication, participation, care of staff, power and influential application of technology and motivation were positively correlated with happiness in work with statistical significance at .01 (with the r value for each aspect at 0.65, 0.69, 0.66, 0.65, 0.66 and 0.77 respectively).

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Table 1 Correlation of organizational climate and happiness in work

Happiness Pleasantness Satisfaction Enthusiasm Total

Aspect r p r p r p r p Internal 0.60 0.00 0.57 0.00 0.58 0.00 0.65 0.00 communication Participation 0.67 0.00 0.57 0.00 0.59 0.00 0.69 0.00 Care of staff 0.66 0.00 0.53 0.00 0.57 0.00 0.66 0.00 Power & 0.63 0.00 0.55 0.00 0.56 0.00 0.65 0.00 Influence Technology 0.61 0.00 0.64 0.00 0.52 0.00 0.66 0.00 Motivation 0.751 0.00 0.63 0.00 0.69 0.00 0.77 0.00 Total 0.92 0.00 0.89 0.00 0.88 0.00 0.92 0.00 **statistical significant difference at .01

4. Discussion The analysis of personal data indicated that the majority of the personnel were female (66.0%), with around half of the samples had the age between 31-40 years (52.0%). This finding emphasised the significance of an educated adult female personnel whose contribution in the work place has been recognized [9]. The fact that female gender constituted 66% of the samples indicated that there is no barrier for educated female to get employment in Thailand. Introspectively, this fact also indicated that female gender has received Bachelor’s degree, making the female graduates having a chance to get a job. The high proportion of female to male in education and workforce may continue in the near future, necessitating the need to conduct research on how to capitalize the capacity of female gender in the work places [10]. The high score was the overall organizational climate, in conjunction with the highest score in the internal communication followed by the application of technology. This indicated that the management team of the cooperatives realized the importance of communication, contributing to the effective flow of information and making the personnel to perceive positively to the organization. Mallah [11] found that organizational climate

510 Dowloy Kanjanamaneesathian and Chutima Koetthong / Proceeding – Social Science (2018), page 505–512 significantly impacted effective internal communication within international organizations. The effective internal communication was directly influenced by how consistent executive, senior and middle managers were with their actions and words. The highest score in the internal communication may infer that the management team at Nongpho Ratchaburi Dairy Cooperatives has performed its role in consistent with the policy of the cooperatives. The overall happiness in work revealed high score with the highest score in enthusiasm. This indicated that the personnel preferred to work for the cooperatives. This may be because of the fact that the personnel appreciated the philosophy of the cooperatives which emphasises the will of sharing and collaborating among the members. Furthermore, the Nongpho Ratchaburi Dairy Cooperatives were historically initiated under the guidance given by the late King Rama the Ninth, the great monarch whom the Thai people have tremendously respected. Working at the cooperatives, the personnel show the willingness in making contribution for the advancement of the organization. There was the positive correlation between organizational climate and happiness in work at .01 (r=0.92) (Table 1). Pleasantness, satisfaction and enthusiasm in work were positively correlated with organizational climate at .01 level (with the r value for each aspect at 0.92, 0.89 and 0.88 respectively). This finding may be an evidence to consolidate that the management team has administered their tasks in operating the cooperatives effectively. As professional managers, they realize that positive organizational climate improves performance in the workplaces. A positive work climate stimulates staff motivation because it provides conditions under which people can pursue their own goals while striving toward organizational objectives [12]. The relationship between work climate and performance has been demonstrated in fields as diverse as health, education, and business [13].

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5. References [1] Nongpho Ratchaburi Dairy Cooperatives (under the Royal patronage). (2016). History. Online at : http://nongphomisitkkw.blogspot.com/p/blog- page_14.html.

[2] Noordin, F., Omar, S., Sehan S. & Idrus, S. (2010). Organizational climate and its influence on organizational commitment. International Business & Economics Research Journal, 9 (2), February,pp. 1-9.

[3] Varona F. (2002). Conceptualization and management of communication satisfaction and organizational commitment in three Guatemalan organizations. American Communication Journal. Volume 5(3).

[4] Meena, S. & Agarwal, M. (2014). The relationship among organizational climate, job satisfaction and happiness of the employees of educational institutions. American International Journal of Research in Humanities, Arts and Social Sciences, 6(2), March-May, pp. 149-152.

[5] Luthans, F. (2005). Organisational Behavior(10thed.). McGraw-Hill Irwin:Boston, MA.

[6] Gray, R. (2007). A climate of success: Creating the right organizational climate for high performance.Elsevier : Amsterdam.

[7] Chunsirisub, T. (2013). The relationship between perception of organizational climate and quality of work life of employees in Knittpoint Co.,LTD. Independent study, Master of Atrs Program in Public and Private Management. Graduate School, Silpakorn University. (in Thai)

[8] Sawaengphol, N. (2011). Factor affecting happiness in personnel working at Faculty of Business Administration, Rajamangala University of Technology Thanyaburi (RMUTT). Independent study, Master Degree of Business Administration. Graduate School, Rajamangala University of Technology Thanyaburi (RMUTT).(in Thai)

[9] Verick, S., (2014). Female labour force participation in developing countries : Improving employment outcomes for women takes more than raising labour market participation-good jobs are important too. IZA World of Labour, pp 87-97.

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[10] Cazes, S. & Verick, S., (2013). The Labour Markets of Emerging Economies: Has Growth Translated into More and Better Jobs? Geneva and Basingstoke, ILO and Palgrave Macmillan : UK.

[11] Mallah, T. (2016). “Creating an organizational climate for communication”- Internal communication and leadership in a Project-based international organization : The case of UNOPS, Master thesis in International Management, School of Communication, Media and Theatre. University of Tempere.

[12] Bennis, W. & Schein E H., eds. (1966). Leadership and Motivation. MIT Press: Cambridge MA.

[13] Galer, J.B., Vriesendorp, S & Ellis, A. (2005). Managers Who Lead : A Handbook for Improving Health Services. Management Sciences for Health: Cambridge, MA, USA.

Acknowledgements The authors would like to thank the Faculty of Management Sciences, Silpakorn University, Phetchaburi IT campus, Cha-Am, Phetchaburi, Thailand for supporting the first author to present this work at the 9thInternational Science, Social Science, Engineering and Energy Conference May 2nd- 4th, 2018, Ambassador Hotel Bangkok, Thailand.

Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Social Sciences, May 2018, page 513-519 www.iseec2018.kbu.ac.th The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

Academic Administration for Excellence of the Faculty of Science and Technology, Chiang Mai Rajabhat University Kaltima Phichai Vice President, Chiang Mai Rajabhat University, 202 Chang Puak Road., Tambon Chang Puak ,Maung, Chiangmai 50300, E-Mail: [email protected]

ABSTRACT Academic administration is related to all kinds of activities in educational institutions, especially about the main tasks of higher education institutions, which must be implemented in four aspects, namely, learning management, research, academic service to society, and arts and culture conservation. For the learning management, the direction of the curriculum must be based on the needs of the graduate users and focus on practicality. A variety of assessments should be used to exam students. Classroom research is an issue to encourage faculty members to improve their instruction. Share and learn with others is the way to gain the best practice. Moreover, inviting outsiders to support and participate in teaching and learning should be considered. Faculty members must have professional ethics. For the research aspect, faculty members should be encouraged to have more national and international research. Appropriate job assignments are needed to provide for all of them. The supporting of research agendas includes English proficiency, grants, mentors, motivation to do research, research theme in accordance with national policy, and enable database system. Integration of research with community service and instruction need to be arranged. For academic service to society, the goal, target, and responsible person must be allocated, then, processing and conclusions of the project should be published to all staffs in the department. The last, art and culture conservation should incorporate morality and ethics into students’ learning. Finally, activities to create a good consciousness for students should be raised and promoted continuously.

Keywords: Academic Administration, Learning Management, Research, Academic Service, Art and Culture Conservation

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1. Introduction

The Faculty of Science and Technology is a history with the establishment of Chiang Mai Rajabhat University since the inception of the teaching school in the year of 1924 to the current Rajabhat University. The faculty offers both undergraduate and master degree programs, offering 15 undergraduate programs, including Product Design, Ceramic Technology, Construction Technology, Architecture, Home Economics, Environmental Science, Public Health, Programming and Web Security, Information Technology, Computer Science, Mathematics, Applied Statistics, Chemistry, Biology, and Physics. The three postgraduate programs are Biotechnology, Public Health, and Science Teaching. In addition, seven programs are co-produced by the Faculty of Education including, Mathematics, Physics, General Science, Chemistry, Computer Education, and Industry and Technology Education.

The Faculty of Science and Technology has implemented the four main tasks of higher education institutions, namely, learning management, research, academic service to society and arts and culture conservation [1] and has proceeded the quality assurance of education according to university policy and the Higher Education Office framework. [2] During the academic year of 2015 (1 August 2016-31 July 2016), the Faculty of Science and Technology held a self-assessment report (SAR) to support internal quality assessment. The result from the quality assurance was found to be improved level on the part of arts and culture conservation and learning management. The field of academic service to society and the research are good quality level. This may be due to the reasons as follows: the students that have been awarded the worldwide published thesis were in small numbers. Lack of information about research citation system. The evidence of service to society has no data shown. Lack of the possible activities to create a good sense of art and culture for students was suggested by the examiner.

However, the Faculty of Science and Technology has strengths with experienced and qualified in various fields. Students were satisfied with the quality teaching. There are ongoing research plans that relate to continuous monitoring and development of curricula. Research funds are from outside agencies. There is continuous plan to provide academic services to the society. The faculty members are gradually invited to become professional

515 Kaltima Phichai / Proceeding – Social Science (2018), page 513-519 academic committees of government and private agencies. Their experiences will be able to apply for students in the development of learning management in each department. There are activities and projects that promote the conservation and development of cultural identity. The strength of the faculty can lead the Faculty of Science and Technology into a faculty of excellence. Moreover, if there is an analytical study through institutional research on the operating environment and organizational processes, providing information for planning, supporting the determining policies and decision system, that would be beneficial. Finally, continuous improvement and development will make the faculty reach the excellence in the end. [3]

Therefore, this article is designed to guide the academic management of The Faculty of Science and Technology to develop the education to excellence.

2. The development of management approach to academic excellence 2.1 Learning management

The approach that will make the curriculum more effectively is to determine the course direction based on the needs of the graduate users and in accordance with the social context. This is the course that the faculty members of the department focus on and consist in the current situation, and also look to the future that will occur. Therefore, the curriculum will be designed to accommodate future trends and will be the leader of the course.

The proceeding to make the development of teaching for excellence is to find the identity. The evaluation method of a variety of assessments must be used. Motivate the leadership through as an invited speaker. Encourage more classroom research to develop teaching and learning, support faculty members to share and learn with other organizations to gain best practices and make it become an organizational culture. [4] Everyone in the faculty should be open-minded to hear the opinions of others and co-share experience in order to develop their teaching and learning to reach excellence academically.

The method of promoting the faculty members to be more academic leaders is to activate the members to be in-depth knowledge and expertise. The listed items would be also included as follows, have a good relationship with others, spend time for students, and

516 Kaltima Phichai / Proceeding – Social Science (2018), page 513-519 use a variety of teaching techniques. The person who has a professional ethics and qualified as a faculty member is selected. As well as, creating a culture within the organization a kind of humour is important. The morale system is a good example. The instructor is encouraged to improve and develop the learner individually by talking with and investigating from the portfolio of the students.

2.2 Research The process to do research on both national and international level is to provide the subjects that may involve, such as the proper workload, the English proficiency courses, the research facilities, equipment, and chemicals. It is important to encourage the researchers to attend the international conferences and study tours by allowing the sufficient financial support. The policy of participating in the conference and raising awareness of the benefits of publishing, resulting in the number of quality research topics and research articles is increased. The senior faculty members are advisors and mentors to conduct research for the new researcher. External research grants need to be advised to all researchers. Individual personal development plans for research should be set up for periodically evaluating. The performance of the research in terms of quantity and quality needs to be controlled. The co-researcher who works that involved in the project should be motivated. The dean must apply the research results to plan the research policy of the faculty in order to be able to guide the operation.

The method to increase the citation numbers per the total of research articles, [5] the faculty has to suggest the department with a theme of the research project that is consistent with the national research policy. New generation faculty members need to be encouraged to read international research and use database system provided by the faculty. The dissemination of research results must be published via world-wide journals.

The way to make the research more useful, faculty should provide a stage to bring their knowledge from research to worldwide performance. Research plans are set up as a guideline for the researchers and students of the faculty. Policy to bring research results from academic services to the community should be raised. Support for teaching and learning based on research is a great idea. Graduate education is a tool for sharing research between students and faculty. For evaluating, need to consider the efficiency and

517 Kaltima Phichai / Proceeding – Social Science (2018), page 513-519 effectiveness of the assessment, especially for a productivity of research. Experiences sharing and new knowledge that occurs in research processes should be included in the research plan. Moreover, the research would be conducted in accordance with the policy of the faculty and the university.

To gain high quality of researches, funds to promote more research in the department must be allocated. Moreover, research funds of outside agencies should be increased by applying the research proposals which are related to the needs of national policy to all involved agencies. The faculty should provide a sufficiently database system and data utilization. [6] Both internal and external research funding sources must be published to all members. Management of research plans must be considered to suit the current situation. [7]

2.3 Academic service to society The step to make more academic programs available to the community, the faculty should schedule an academic seminar to exchange ideas and methods of academic services of various departments according to the expertise of the department. The involved projects of academic services would be as follows, training programs for plant tissue culture, community product quality analysis project, the program for mathematics teachers and science teaching methods. The project must clearly assigned the target and responsible person for each academic service project. [8]

To carry out continuous project evaluations, the faculty must assign the person who is in charge of the project to summarize the results of the academic service project and disseminate it to the faculty members at all times. The seminar for discussions of all members needs to be organized. In addition, the database of project information and project evaluation reports should be developed in order to be useful for academic knowledge and skills development, as well as skills in transferring knowledge to community service. Knowledge management or KM must be included in academic services to the community. The best practice would be beneficial to use in the service community.

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2.4 Art and culture conservation The way to conduct the teaching of morality and ethics to students in the department, an activity that fits the moral of the classroom must be created. The teaching in the classroom should be a discussion and role play rather than lecture style. The pattern of teaching should be based on the teacher culture. It should not be defined as the command, or regulation of the faculty.

The important events of the faculty must make the faculty and students participating are satisfied and can raise awareness about Thai arts and culture. [9] The Faculty of Science and Technology has a policy to develop students. There are activities to create a sense of art and culture for students and include the insertion of moral and ethic in teaching. Some activities have integrated arts and culture with academic services, such as the Khom-Loy lantern of Yee Peng Festival project with the integration of mathematics and space utilization. This project is to create the consciousness of arts and culture, including the knowledge that the students will apply to daily life or their work in the future.

3. Conclusions

The academic administration for excellence needs to cover the main four tasks of the faculty, including learning management, research, academic service to society, and arts and culture conservation. Well-organized specifications would raise the faculty to reach academic excellence.

References

[1] Office of the Higher Education Commission, Ministry of Education. (2009). “9 National University World-Class Capabilities”. Bangkok: Office of the Higher Education Commission. [2] Faculty of Science and Technology. (2016). “Self Assessment Report 2015.” Chiang Mai: Chiang Mai Rajabhat University.

[3] Suphak Pibool (2015). “Concepts related to institutional research”. Retrieved on April 1, 2015, from www.gotoknow.org

519 Kaltima Phichai / Proceeding – Social Science (2018), page 513-519

[4] Veerawan Sukin. (2008). "The Effects of Psychological Characteristics and Working Situations on Effective Teaching Behavior of Engineering Lecturers". Journal of Behavioral Sciences, 14 (1): 1-20. [5] Office of the Higher Education Commission, Ministry of Education. (2009). “Development Project Documentation National University under the Strong Thai Action Plan 2012”. Bangkok: Office of the Higher Education Commission.

[6] Pongpatcharin Putwattana. (2009). " Innovations for Developing the Faculty Research Culture at Prince of Songkla University, Pattani Campus." Prince of Songkla University Journal of Social Sciences and Humanities, 15 (2): 338-354. [7] Pakin Chaichuay “Factors Influencing Utilization of the Research Results by the Personnel and the Students of the Academic Affairs Institutes’ Networks of the Public Health and Medical Technology”. Journal of Education, Faculty of Education, Srinakharinwirot University. 16 (1): 136-146. [8] Faculty of Science and Technology. (2014). “Integrating academic services with teaching and research”. Chiang Mai: Chiang Mai Rajabhat University. [9] Jirawat Phirasanta and Viroon Thongjaron. (2004). “Development of a Model for University’s Mission to Develop Local Arts : A Case Study of Naresuan University”. Naresuan University Journal. 12 (1): 25-36.

Authors’ brief profiles Kaltima Phichai received the Ph.D. degree in Applied Biology and Biotechnology, the School of Life Science, Royal Melbourne Institute of Technology (RMIT), Australia. She was the ex-dean of Faculty of Science and Technology. She is now working as a vice president for academic affairs of Chiang Mai Rajabhat University. Kaltima is also a teaching staff of the Department of Biology, Faculty of Science and Technology and an administrator of two postgraduate programs of Chiang Mai Rajabhat University. Those are Biotechnology Program, and Teaching of Sciences.

Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Social Sciences, May 2018, page 520-534 www.iseec2018.kbu.ac.th The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

Current State of Knowledge on Southeast Asian Architecture and the Preparation of Thai Architects to the ASEAN Economic Community Thanathorn Kittikant Assistant Professor and Course Director, Master of Interior Architecture, Bangkok University, 559/427 The Parkland Grand Taksin, Taksin-Petkasem road, Bukkhalo, Thonburi, Bangkok 10600, E-mail: [email protected]

ABSTRACT Due to the recent engagement of Thailand in the ASEAN Economic Community (AEC), which legitimates all ASEAN architects to work in all member countries, Thai architects should be concerned about their upcoming competitions and should know more about their competitors. The questions then arise as to what we already knew and what we still don’t know about our region’s architecture up until now. The answers of these questions will guide us on which knowledge that our architectural schools and Architect Council should prepare for our architects in the near future. This in-depth literature-reviewed research bring us to light that we still lack knowledge about architecture in Singapore, Indonesia, Vietnam, or the Philippines, due to the language barrier and the distance. For closer neighbors: Myanmar, Laos, and Cambodia, even though we have some academic works about their architecture, most of them are in archaeological and historical approaches, which we could not apply easily and directly to our modern practices like sustainable and technological approaches.

Keywords: Thai Architect, Architecture, Southeast Asian, ASEAN, AEC

1. Introduction In 2015, Thailand signed the ASEAN Framework Agreement on Services (AFAS) to enhance cooperation in services amongst ASEAN member countries in order to eliminate substantially restrictions to trade in services and to improve the efficiency and competitiveness. Among the list of 143 services included in this agreement, architectural 521 Thanathorn Kittikant / Proceeding – Social Science (2018), page 520-534 services are more at risk than others due to the lack of knowledge about neighboring countries among Thai architects. This problem prevented them from working abroad effectively and also put them in unfavorable situations because the other ASEAN member countries seem to know more about Thai architecture. To avoid further unfavorable situations, Thai Architect Council and schools of architecture should be more concerned with how to educate young architects about their neighboring countries’ architecture, where academic works should take a major role. The question now arises: Did these academic works cover all knowledge they should know about Southeast Asian architecture? And if not, which areas of study Thai scholars should focus on and produce more academic works to prepare our young architects to survive in ASEAN Economic Community? Both questions, which are our main research problems, led to the study of Thailand’s current state of knowledge on Southeast Asian architecture by exploring and analyzing all academic works published by Thai scholars up until 2016. These academic works consist of research papers, textbooks, and theses (masters and doctorate degrees) that could be found in the Thai Library Integrated System (ThaiLIS) and online academic databases from Silpakorn University, Chulalongkorn University, and Chieng Mai University, which have a wide range of collections of academic works on Southeast Asian architecture.

2. Statistics on Thai Academic Works in Southeast Asian Architecture Topics The pilot study of all 320 academic works in the mentioned databases showed that language is the major problem on researching about Southeast Asian architecture in Thailand. We found that only 30% (96 titles) are in the Thai language, but 70% or most of these titles (224 titles) are in foreign languages which were English, French, and ASEAN languages (Vietnamese, Indonesian, Malay, etc.). The percentile of these published languages is charted as follows: (see figure 1) 522 Thanathorn Kittikant / Proceeding – Social Science (2018), page 520-534

10% 10% English Thai 50% French 30% ASEAN languages

Figure 1. Percent of academic works’ language in Thai databases

Figure 1 shows us that 20% of these titles are in French and ASEAN languages with which Thai people are not familiar. Fifty percent is in English which still is difficulty for some Thais. The translation of these academic works should be of concern from now on. For all 96 titles written in Thai, 40 titles (42%) are theses; 15 titles (16%) are research papers, and 41 titles (42%) are textbooks. Most of those works (70%) were written by scholars from Silpakorn University, from both faculty of Archaeology and faculty of Architecture. To explore and analyze the historical background and the overall development of these works, we sorted all these titles in chronological order which covered 54 years between 1963-2016. By the frequency of publishing, we also divided these academic works into three periods: the first “Beginning” period, which has only four titles in 23 years, the second “Stable” period, which has 20 titles in 17 years, and the third “Peak” period, which has 75 titles in 14 years. The results are charted as follows: (see figure 2, 3, and 4)

3. Historical Background of the Study on Southeast Asian Architecture in Thailand 3.1 First Period (1963-1985) 523 Thanathorn Kittikant / Proceeding – Social Science (2018), page 520-534

Number of academic works

1963 1964 1965 1966 1967 1968 1969 Thesis1970 1971 1972 Research1973 1974 1975 1976 Textbook1977 1978 1979 1980 1981 1982 1983 1984 1985

Figure 2. The number of academic works between 1963-1985 (first period)

“Silapa Lanka Java lae Khom (Art of Sri Lanka, Java, and Khmer)” [1] is the first academic work written by Professor Subhadradis Diskul, who graduated from École du Louvre and founded the Art History Department at the Faculty of Archaeology, Silpakorn University. Before he published his first textbook in 1963, he had translated many academic works written by his mentors, the French archaeologists from L'Ecole française d'Extrême- Orient (EFEO), especially George Cœdès, who dedicated his works on studying Southeast Asian archaeology. The art historical methods of EFEO scholars might have affected Professor Diskul’s works in terms of using art and architectural elements for dating ancient monuments into various periods. We can see this clearly in his early works. All his three titles in the first period were about a brief history in neighboring countries (Java and Khmer) which were summarized prior to EFEO’s works and used by the same method to categorize art and architecture. Another important title in the first period is “Buddha Silapa Lao (Laos Buddhist Art),” [2] written by Professor Sa-Nguan Roodboon from his dedicated fieldworks in Laos over ten years. Influenced by Professor Subhadradis’ works, Professor Sa-Nguan also used the same art historical method to categorize Laos art and architecture. His work became the major reference of Laos art and architecture up until now due to Laos’ political instability in 1980s-1990s that put the lack of interest among Thai scholars to conduct research in Laos.

524 Thanathorn Kittikant / Proceeding – Social Science (2018), page 520-534

3.2 Second Period (1986-2002) Number of academic works 3

0 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 Thesis Research Textbook

Figure 3. The number of academic works between 1986-2002 (second period)

The first thesis on Southeast Asian architecture, “The influence of the early 19th century of Burmese art found on ancient monuments in Lampang Province,” [3] was published by Silpakorn University in 1986 under Professor Subhadradis’ guidance. His encouragement as the first art history mentor and his major roles in returning the Phra Narai lintel from the Chicago Museum to Prasat Phanom Rung in 1988 inspired many young archaeologists to publish more theses in this second period (1986-2002). All of them are comparative studies between Thai and neighboring countries, especially Cambodia, which were put in the spotlight from the mentioned Phra Narai Lintel incident in 1988 and also the Prasat Preah Vihear conflicts between Thai and Cambodia that erupted again after the expulsion of Cambodian refugees in 1979. The notable scholar who published five titles on Khmer art and architecture in this period was Professor Suriyavudh Sukhasvasti, who also graduated from France and became a professor at the Faculty of Archaeology, Silpakorn University, like Professor Subhadradis. So, his renowned work, “Prasat Hin lae Tablang [Khmer temple and their lintels],” [4] also used the same art historical method as his 525 Thanathorn Kittikant / Proceeding – Social Science (2018), page 520-534 colleague but put more concern about aesthetics and the new archaeological evidence from Thailand’s Department of Fine Arts. In 1996, the new approach of the study on Southeast Asian architecture appeared in the book, “Sathapattayakam Tai (Tai Architecture),” [5] written by Professor Ornsiri Panin, who was an expert in vernacular architecture and settlements. Her renowned research, “Panya Sangsan nai Ruanpuenthin Usakhane (Local Wisdoms in Southeast Asian Vernacular houses),” [6] is the first academic work that used a comparison study to give us overall ideas about vernacular architecture in Thailand, Laos, Indonesia, and the Philippines. Most of her works used “Vernadoc” or the Vernacular Documentation method to record local wisdoms. Her research documents and sketches inspired a lot of her students, colleagues, and young researchers at the Faculty of Architecture, Silpakorn University, to explore uncharted villages and publish more works in this new approach up until now.

3.3 Third Period (2003-2016) Number of academic works

Figure 4. The number of academic works between 2003-2016 (third period)

526 Thanathorn Kittikant / Proceeding – Social Science (2018), page 520-534

A number of academic works appeared in this last period due to the upcoming establishment of the ASEAN Economic Community (AEC) in 2015. After the death of Professor Subhadradis in 2003, his former students who also became professors at the Faculty of Archaeology, Silpakorn University, started to publish more academic works by using the same art historical method as their mentors but gave us more updated remarks and archaeological data. Still, all of their works focused on categorizing and dating ancient art and monuments which we can see that clearly in their 2014-2015 works like “Silapa Khamen (Khmer Art),” [7] “Silapa Bhama (Burmese Art),” [8] and “Silapa Java (Javanese Art).” [9] Apart from those works, we also found this same method in all 11 thesis titles between 2003-2016 advised by these archaeology professors. Apart from the mainstream archaeological approach and vernacular approach that flourished at Silpakorn University in the past 50 years, some thesis titles from Chieng Mai University and Chulalongkorn University gave us a new idea of how to apply modern technology into modern architectural research, such as “An Anastylosis for the Restoration of Sdok Kok Thom Temple,” [10] “Thermal Comfort and Traditional Adaptability of Location: A Case Study of Vernacular House in Luangprabang and Sawannakhet Province,” [11] and “Lighting design for Royal Palace Museum in Luangprabang Lao P.D.R. [12] Despite the fact that most of these theses were written by neighboring countries’ students, these theses are the best example of how to create practical academic works that we could really apply to our modern architectural practice.

4. Thailand’s Current State of Knowledge on Southeast Asian Architecture 4.1 Research Approach

From the historical background analysis, we can categorize all 96 academic works into three groups by their approaches and methods of study. The first group is “Archaeological Research” that used archaeological or art historical methods for analyzing and dating ancient monuments or historical buildings. The second group is “Vernacular Research” that focused on documentation of the local wisdom from vernacular architecture and settlements. The third group is “Technological Research” that focused on modern technology and applied it 527 Thanathorn Kittikant / Proceeding – Social Science (2018), page 520-534 with modern architecture. The percentile of these three groups is charted as follow: (see figure 5, 6, and 7)

Figure 5. Percent of 3 research approaches on Southeast Asian architecture

Number of academic works

Figure 6. The number of academic works categorized by research approach (1963-1995)

528 Thanathorn Kittikant / Proceeding – Social Science (2018), page 520-534

Number of academic works

Figure 7. The number of academic works categorized by research approach (1996- 2016)

The highest number of archaeological research (66 titles) shows that Southeast Asian architecture is the research topic that is in archaeologists’ and art historians’ interest. Only 30 titles were created by architect or architectural scholars. From the architect’s point of view, the archaeological researches, which were mostly created by students or scholars from School of Archaeology and focused on dating ancient monuments, are not directly relevant to modern day’s architectural practice. These researches defined architecture as art and were not so concerned about function and planning of the building which is the priority of architectural design. But somehow, architects can learn the styles and characteristics of our neighbor’s monuments from this type of research and apply that into modern design with solid background knowledge. The vernacular researches, which were created by students or scholars from the Faculty of Architecture, Silpakorn University, are more practical to an architectural career. 529 Thanathorn Kittikant / Proceeding – Social Science (2018), page 520-534

The local wisdom recorded in these researches can be directly applied to modern tropical designs. Anyway, several titles still focused only on recording shape, form, color, and materials, like a documentary, and were not concerned about how to apply this useful knowledge to modern day’s practice. That is the problem vernacular researchers should keep in mind regarding how to elaborate their works to be more useful to an architectural career. The technological researches, from which we found only five titles in the past 54 years, are the approach that should be supported from now on because architectural practice nowadays depends on modern technology, and we have a better chance to work with modern buildings than ancient monuments and vernacular houses. Thai Architecture Council and all schools of architecture should encourage their architects and scholars to create this type of research which is in fact an easy task because they can choose any modern knowledge in their works, especially environmental design, sustainable design, site planning, urban planning, and building technology, which are the modern topics that are still of global interest.

4.2 Area of Study

Even though the ASEAN Economic Community consists of 10 countries: Thailand, Laos, Myanmar, Malaysia, Cambodia, Vietnam, Indonesia, Singapore, the Philippines, and Brunei, the areas of study on Southeast Asian architecture in Thailand did not cover all these countries. Among all these 96 titles, 71 titles focused only on one country. Twelve titles are a comparative study between Thai and neighboring countries. Other 13 titles are the overview or the brief study on various countries in this region. To give a clear picture, 96 academic works were categorized into various areas of study as shown in Figure 8. (Note that each research title could cover more than one area of study.) 530 Thanathorn Kittikant / Proceeding – Social Science (2018), page 520-534

Number of academic works

Figure 7. The number of academic works divided by Area of Study

The most favourite area of study is Cambodia. Apart from many academic works already written by foreign scholars, the protracted conflicts between Thailand and Cambodia from Prasat Preah Vihear issue also drew many attentions to Thai scholars as well as the Phra Narai lintel incidents in 1988. Thanks to those incidents, Thailand has many scholars who are experts in Khmer art and architecture, such as Professor Suriyavudh Sukhasvasti [4] and Professor Rungroj Dhamrungrueng [7]. Anyway, most of these titles did not directly focus on Khmer architecture located in Cambodia, but they preferred to use a comparative method for explaining and dating Khmer architecture found in Thailand. The topics of study are not various; all titles are about ancient Khmer monuments. Only two vernacular researches and two technological researches were engaged in this area of study. The next favourite area of study is Laos. Most academic works are vernacular research written by Professor Ornsiri [13] and her fellow colleagues [14]. Since vernacular research depends on communication skills. Thai scholars took this advantage and chose to engage research in Laos that use nearly-the-same spoken language as Thai. Anyway, the areas of study were still limited to two capital cities: Vientiane and Luang Prabang due to the number of historical buildings and the limitation of transportation in Laos’ suburbs. 531 Thanathorn Kittikant / Proceeding – Social Science (2018), page 520-534

The political instability and many restrictions on fieldworks reduced the number of academic works on Myanmar into the third. These limitations prevented our scholars from researching too far from capital cities like Yangon, Mandalay, and Bagan, which we already have plenty of knowledge from foreign academic works. Some titles were engaged at Mon States, close to the Western border of Thailand, such as “The architecture of Mon Buddhist monasteries in lower Burma” [15] and “Chedi nai Silapa Bhama-Mon.” [16] Other titles, especially vernacular researches, were engaged at Shan State, where many vernacular houses and settlements are well-preserved and have many cultural relationships with Northern Thailand. Most Thai titles on Vietnamese and Indonesian architecture, like “Silapa Cham” 17] and “Silpa Java,” [9] were focused on Cham and Java temples, thanks to many academic works written by Professor Subhadradis and some foreign scholars. Anyway, the real hardship of researching in Vietnam and Indonesia is language issues. Even though Vietnamese and Indonesian scholars had already published many academic works on Southeast Asian architecture, they were all written in their local languages. These titles need to be translated into Thai to give our scholars some basic ideas about Vietnamese and Indonesian architectures. The titles on Malaysia and Singapore are surprisingly few since both countries are not too far from Thailand and use English as their official language. Only four titles focused on Malaysia, and “Silapa ASEAN: Indonesia, Malaysia, the Philippines, Singapore, and Brunei” [18] is the only title on Singapore as well as Philippines and Brunei. Anyway, this title’s content was very brief and focused on their history of art which was not enough to give basic ideas of style and concept about their architecture. In fact, these maritime countries still have many interesting architectures awaiting for Thai scholars to explore, such as colonial buildings, shophouses, or vernacular houses.

5. Concluding Remarks Thailand’s Architect Council and schools of architecture should be concerned about current state of knowledge on Southeast Asian architecture due to the lack of academic works on our neighbouring countries, especially Malaysia, Singapore, Indonesia, the 532 Thanathorn Kittikant / Proceeding – Social Science (2018), page 520-534

Philippines, and Brunei, whose architecture can be the formidable competitors in the near future. Since the current numbers of Thai academic works are very few compared to the translated work on Thai architecture that have been published all over ASEAN countries, we still need more translated works, more intensive study, and more dedicated fieldworks on remote or uncharted areas of study. Since most of these academic works were written by archaeologists and art historians, the urban analysis, site planning analysis, functional analysis, or conceptual analysis, which are the crucial topics in architectural study, were neglected. Thailand’s Architectural Council and schools of architecture have to encourage more Thai architects and scholars to engage more researches and give us more practical ideas about how to apply that knowledge to modern architectural practice. Environmental study, sustainable design, tropical design, conceptual study, and building technology are among those globally-interested topics which modern scholars should apply in their upcoming research.

References [1] Subhadradis Diskul. (1963). Silapa Lanka Java lae Khom. 1st Edition. Bangkok: Silpakorn University.

[2] Sa-Nguan Rodboon. (1983). Buddha Silapa Lao. 1st Edition. Bangkok: Thonburi College of Education.

[3] Sa-Ngob Shimpli. (1986). The influence of the early 19th century of Burmese art found on ancient monuments in Lampang Province. Master of Archaeology. Faculty of Archaeology. Silpakorn University.

[4] Suriyavudh Sukhasvasti. (1999). Prasat Hin lae Tablang. 1st Edition. Bangkok: Department of Fine Arts.

[5] Ornsiri Panin. (1996). Sathapattayakam Tai. 1st Edition. Bangkok: Department of Fine Arts.

[6] Ornsiri Panin. (2001). Panya Sangsan nai Ruanpuenthin Usakhane. 1st Edition. Bangkok: Faculty of Architecture, Silpakorn University. 533 Thanathorn Kittikant / Proceeding – Social Science (2018), page 520-534

[7] Rungroj Dhamrungruang. (2015). Silapa Khamen. 1st Edition. Bangkok: Matichon.

[8] Sakchai Saisingha. (2015). Silapa Bhama. 1st Edition. Bangkok: Matichon.

[9] Chedha Tingsanchali. (2016). Silapa Java. 1st Edition. Bangkok: Matichon.

[10] Vasu Poshyanadana. (2009). An Anastylosis for the Restoration of Sdok Kok Thom Temple. Doctor of Philosophy. Faculty of Architecture. Chulalongkorn University.

[11] Sassada Inthavong. (2012). Thermal Comfort and Traditional Adaptability of Location: A Case Study of Vernacular House in Luangprabang and Sawannakhet Province. Master of Architecture. Faculty of Architecture. Chulalongkorn University.

[12] Khamvong Vannaserm. (2012). Lighting design for Royal Palace Museum in Luangprabang Lao P.D.R. Master of Architecture. Faculty of Architecture. Chulalongkorn University.

[13] Ornsiri Panin. (2011). Baan lae Ruan Phuan Chieng Khwang. 1st Edition. Bangkok: Faculty of Architecture, Silpakorn University.

[14] Songyot Weerataweemat and others. (2005). Sathapattayakam Singwaedlom nai Ruan Puenthin Tai-Laos nai phak Esan khong Prathet Thai lae nai Laos PDR. 1st Edition. Bangkok: Faculty of Architecture, Silpakorn University.

[15] Chotima Chaturawong. (2011). The Architecture of Mon Buddhist Monasteries in Lower Burma. 1st Edition. Bangkok: E.T. Publishing.

[16] Chedha Tingsanchali. (2012). Chedi nai Silapa Bhama-Mon. 1st Edition. Bangkok: Muang Boran.

[17] Achirat Chaiyapotpanit. (2014). Silapa Cham. 1st Edition. Bangkok: Matichon.

[18] Piyasaeng Chantarawongpaisarn. (2016). Silapa ASEAN: Indonesia, Malaysia, Philippines, Singapore, and Brunei. 1st Edition. Bangkok: Matichon.

534 Thanathorn Kittikant / Proceeding – Social Science (2018), page 520-534

Author’s Profile

Thanathorn Kittikant (PhD) Assistant Professor and Director of Masters Degree Programs School of Architecture, Bangkok University E-mail: [email protected]

Disciplines: Thai and Southeast Asian Architecture History and Theory of Architecture Education: Faculty of Archaeology, Silpakorn University Doctor of Philosophy – PhD, Thai Art History (2008-2013) Master of Art – MA, Art History (2004-2006) Faculty of Architecture, Chulalongkorn University Bachelor of Architecture – BArch, Architecture (1998-2003)

Publications: Thanathorn Kittikant. (2014). Mahadhatu. 1st edition. Bangkok: Matichon. Thanathorn Kittikant. (2012). “Udumbaragiri and its relationships with Sukhothai Architecture.” Damrongvichakarn. Vol.11 no.2 (July-December 2012): 170-194. Thanathorn Kittikant and others. (2012). Silapakam nok Krung Kao [The Art outside Ayutthaya]. 1st edition. Bangkok: Chulalongkorn University. Thanathorn Kittikant and others. (2012). Ngan Chang Sukhothai [The Art of Sukhothai]. 1st edition. Bangkok: Chulalongkorn University. Thanathorn Kittikant and others. (2012). Alangkarn Lanna [The Art of Lanna]. 1st edition. Bangkok: Chulalongkorn University. Thanathorn Kittikant and others. (2011). Buddha Silpa Thin Tai [The Art of Southern Thailand]. 1st edition. Bangkok: Chulalongkorn University. Thanathorn Kittikant and others. (2010). Buddha Silpa Thin Tai [The Art in Ayutthaya]. 1st edition. Bangkok: Chulalongkorn University.

Achievement: CDAST (Council of Deans of Architecture Schools in Thailand)’s Best Young Researcher on Thai Architecture 2015-2016 Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Social Sciences, May 2018, page 535-542 www.iseec2018.kbu.ac.th The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

Development of Communication Process to Create Strength for Elderly People Club of Health Empowerment in Bangkok Suthep Dachacheep1, Kanyarat Worachat2 and Borilux Boonyarattapan3 1,2,3 Faculty of Communication Arts, Kasem Bundit University, 60 Romklao Road, Minburi, Bangkok10510, E-Mail: [email protected], [email protected], [email protected]

ABSTRACT Thailand is facing the problem of an aging society. The key concern is the elders staying healthy enough to maintain a good life. Exercising and promoting physical activity has been identified as a key public health strategy to improve health in the old age. Today there have been elderly groups setting up for the purpose of exercising together in public parks. However, few groups have remained for a long time. This study investigated the development and process of communication, and factors that created and maintained the strength of the elders’ exercising clubs. The data were gathered by interviewing fifteen elders from two selected exercising clubs. According to the finding, the important factors held the group together were the leader, who serves as both the coach and center of communication within the clubs and the club members, who maintained their decent relationship as acquaintances.

Keywords: Elders, Elderly Health, Elderly Exercise, Health Communication, Elderly Club

1. Introduction

Thailand is facing the stage of an aging society. Bloomberg Visual Data reported in Bloomberg Best and Worst (2012) that Thailand is currently ranked the third most rapidly aging population in the world. By 2035, the nation’s aging population is expected to increase more than 20 million, accounting for 30 percent of the population (Population Studies Center Research Report, 2015). This means that out of every four Thais, one will be a senior citizen. Generally, in a Thai family there have been 3 generations found living under the same roof, allowing them to take care of the others. However, the modern way of life 536 Suthep Dachacheep et al. / Proceeding – Social Science (2018), page 535-542 and aging society is changing the Thai family unit. There is an increase in the elderly living alone or with a spouse, but without children. Health is a key concern for older people for longer survival during the old age. Healthy seniors can learn and use their skills to make a living. Regular physical activities help them to keep their healthy mental abilities that suffer with age. Therefore, exercising and promoting physical activities were identified as a key public health strategy to improve health in older age. Today there have been elderly groups setting up for the purpose of exercising together in public parks such as ‘Tai Chi’, ‘Qi Gong’ or other slow dance exercise. However, few groups have remained active until present while others had come to an end shortly. To keep their members together in any types of group, communication plays a crucial role in driving the group activities, either intra-personal communication, interpersonal communication or group communication. It is interesting to study how the participation of elderly in health empowerment group reflexes its communication process. The research therefore has two questions to answer: 1) How the elders, who come to exercise in a public park, communicate to develop and to strengthen the health empowerment clubs? 2) What are the important factors influencing the development and the strength of the elders’ health empowerment clubs?

2. Relevant theories and related studies The purpose of this part is to present relevant theories and related studies in order to scope the study.

2.1 Definitions of elderly people and the strength of the group The Britannica encyclopedia states that most developed Western countries set the age of 60 to 65 for retirement. Meanwhile, The Thai Act on Older Person 2003 said that ‘Older persons’ means persons who have attained the age of at least sixty years and are of Thai nationality. Therefore, this research will use the Thai Act on Older Person 2003 to define ‘elderly people’. 537 Suthep Dachacheep et al. / Proceeding – Social Science (2018), page 535-542

The strength of the group is another key to this research. We employed the concept of strong community explained by Prawet Wasi (2541) who said that it is the stage that members of the community have the ability to manage things continuously. The strength of community emerged from people who share the same objectives and work together to face and deal with any crisis [1].

2.2 Relevant theories Communication has been accepted as an instrument and means to transform individual, organization or society [2]. This study focuses on the important factors of communication in the elderly group, including senders, messages, audiences and communication contexts to understand the phenomenon and strategic communication in each factor and its development. Berlo’s Communication Model is used to frame the research together with the group communication concept. Berlo’s SMCR Model of Communication contains 4 factors consisted of senders, messages, channels and receivers which are related and impact among others. In this research, ‘senders’ can be elders who invite others to join an exercise club or a group exercise leader; ‘messages’ are the substance being sent by the senders. Therefore, it can be in the form voice, text, audio, video, etc. being sent from the elders and the group exercise leader. Meanwhile ‘channels’ are the medium used to send the messages such as sender’s voice, exercise video on YouTube. And ‘Receivers’ refer to audiences, Individual or groups of people who receive the sender’s message [3]. Group communication is another concept of the research as it has been the basic factor of relationship. Group communication [4] can be defined as the exchange of information with others who share the same culture, language or place, etc. The concept engaged as a reference is to explain how the elderly group employs a communication process to create the group strength.

2.3 Related research Patcharapimansakun (1999) studied the characteristics of communication network among Chevajit group and communication factors that impact on the development of 538 Suthep Dachacheep et al. / Proceeding – Social Science (2018), page 535-542

Chevajit group. The findings showed that the characteristic of Chevajit’s communication network was horizontal communication while the founder, Dr. Sathit Inthrarakhamhang, acted as the group center. There were five communication factors influencing the development of the group’s network. Those factors were senders, the group’s concept, communication channels, receivers, and social factors. [5] Patcharapimansakun’s research was used to frame the questions to find out the influencing factors in creating and developing the strength of elderly health empowerment club.

3. Method The research “Development of Communication Process to Create Strength for Elderly People Club of Health Empowerment in Bangkok” is the qualitative research. The objectives are to investigate the communication process that has been developed and strengthened the elderly people club of health empowerment, as well as to analyze factors that affect the development and strength of the physical exercise club. Therefore, two long-standing exercise clubs from two public parks in Bangkok are selected to conduct the research. The two clubs are ‘Qi Gong Suan Seri Thai Club’ and ‘Tuk Mor Club at Suan Luang Rama 9 Park’. In-depth interviews are conducted as data collecting instruments together with participant observations. The researchers will interview fourteen elders from the two selected clubs including two groups’ exercise leaders. Topics of interview questions included personal information, health question, the history of the group, communication in group and communication factors in group. The duration of participant observations and in-depth interview process took place from January to June 2017.

4. Results After 6 months of participant observation and in-depth interview process were completed, the outcomes presented as follows:

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4.1 General information about exercising groups Qi Gong Suan Seri Thai Club was established more than 10 years ago by the 3 co- founders. And one of them is the exercising leader at the moment. There are 40-50 members belong to the club who come to join exercising lessons almost every day. The exercising classes were from 6.00 to 7.00 in the morning and from 5.00 to 6.00 in the afternoon everyday. Tuk Mor Club at Suan Luang Rama 9 Park was established more than 30 years. The current club leader was the student of the founder who passed away 10 years ago. The estimated club members were around 100 persons, and the exercising time started from 5.30 a.m. to 8.00 a.m. everyday.

4.2 Interview Results 1. In-depth interviews were conducted with 7 elders (4 female (age 62, 69, 71, 86), 3 males (age 67, 71, 87)) from Qi Gong Suan Seri Thai Club and 7 elderly (4 females (age 65, 69, 73, 80), 3 males (age 62, 64, 79)) from Tuk Mor Club at Suan Luang Rama 9 Park. The range of attendants at the exercise clubs varied from 6 to 20 years. The interviewees mostly came to join the exercising activity everday. However, a few of them came only on weekends. 2. Most of Qi Gong Suan Seri Thai club members lived near by the exercise area, meanwhile members of the Tuk Mor Club at Suan Luang Rama 9 park came from different areas in Bangkok. According to some members they believed that transportations are not the obstacle. 3. When asking about health, all of them agreed that exercising provided benefits to their health. 5 of interviewees came to the club because of the health problem and they found that their health got better after joining the clubs. 4. When asking why they joined the group, 5 of the interviewees stated that health as a reason, 4 of them followed family and friends, and other reasons including location, coming across by accident, and the types of exercises (Qi Gong and Tuk Mor). 5. The interviewees’ opinions on the strengths of exercise clubs, categorized through communication components: 540 Suthep Dachacheep et al. / Proceeding – Social Science (2018), page 535-542

Senders: Most of the members agreed that exercise leaders were the most important persons of the club as “they devoted themselves for everyday running the club activities”. The significant point was that the group leaders and exercise leader of each group was the same person, either the founder or a veteran of the group. Messages: The clubs’ messages could be either the Qi gong or the Tuk mor slow dance movements, and the dialogues between group leader and members or between member and member. The Topics of the dialogues included health, interesting news and family topics. According to the Qi gong club leader, political issues were not allowed to talk in the group as they may stir conflict among the members. To prevent exploitation, selling products was also not allowed in the club. Channels: The main channel that is used in the exercise clubs is the Tuk mor exercise song and the movement activities of the two exercise clubs. E-mail and YouTube are employed among Qi Gong Suan Seri Thai members. However, it is mostly a one way communication from the exercise leader to inform news. Telephone is also used occasionally. Receivers: There were people from various age groups joining the clubs. But elderly members were the majority. Through participant observation the researchers found that during the activity, some of members had formed small groups (2-3 people) meanwhile others stayed individually, splitting up after the exercise. 5) Communication among members: When asking about informal communication after exercising time, both leaders said that they had rarely met with other members. “Once in a year we might spend 1 day travelling together,” said the Tuk Mor club. Meanwhile, the Qi Gong club said: “We might meet at the first exercise leader’s house who found the Qi Gong group once a year”. There were small groups involved from 2-5 persons within the club. They performed small group communication according to preferences. With this type of small groups they created their own group activities outside the club such as having lunch together, go shopping after the exercise club over or having a conversation on how to stay healthy.

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5. Conclusions and Discussions The research findings can be concluded and discussed by answering the 2 research questions as follows: 1) How do the elders, who come to exercise in a public park, communicates to develop and to strengthen the health empowerment club? Analysed by using Berlo’s communication Model: Senders: Exercise leaders who were the most important persons of the clubs. Messages: Qi gong or the Tuk mor slow dance movements were the key messages of the clubs. Channels: Tuk mor exercise song and the movement activities of the two clubs were the main communication channels. E-mail, telephone and Youtube were also used among The members. Receivers: Although there were people from various group come to join exercise, elderly members were the majority of the club.

2) What are the important factors influencing the development and the strength of the elders’ health empowerment clubs? The study indicates that there were two important factors to develop and strengthen the clubs. Firstly, the group exercise leaders were agreed to be the most important factor to strengthen the groups. The first finding is consistent with a previous study (Patcharapimansakun, 1999) in which the group leader acted as the group center. However, there was a different result in the second important factor which the present research found the group, as a whole, was not very tightly knit, with a noticeable lack of informal interaction besides from the occasional annual trip.

This study was conducted at two small selected areas in Bangkok. There may be some limitation in random sampling which the research results may apply only for small groups of elders. The researchers recommend further research to study the factors strengthening exercising clubs in a broader area or a greater numbers of samplings. However the benefit of this present research may be used as an instruction to create and develop the exercising groups for elders in Thailand. 542 Suthep Dachacheep et al. / Proceeding – Social Science (2018), page 535-542

References [1] Prawase Wasi. (2541). Prachakhom Tambon: Strategy for Sufficiency economy, moral and health. Edition no 2. Bangkok: Matichon. [2] Kitima Surasonthi. (2541). Knowledge of Communication. Bangkok: Thammasart University Printing. [3] Berlo, David (1960). The Process of Communication. New York, New York: Rinehart & Winston. [4] Venditti, Phil and McLean, Scott. (2012). Exploring Group Communication. Edition no 1. E-book: World Knowledge. Retrieved from https://2012books.lardbucket.org/books/an-introduction-to-group-communication/index.html [5] Jarunee Patcharapimansakun. (2542). The Communication Network of Ghevajit Group. Master of Art (Development Communication). Faculty of Communication Arts. Chulalongkorn University.

Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Social Sciences, May 2018, page 543-548 www.iseec2018.kbu.ac.th The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

Development Strategies of Destination Based on the Local Community as Poverty Decreation Efforts in Karangasem Bali Ni Ketut Arismayanti1 and I Made Sendra2 1,2Faculty of Tourism, Udayana University, Bali, Indonesia, E-mail: [email protected], [email protected]

ABSTRACT Bali as a tourist destination in the development of tourism has many problems such as the existence of tourism development gap; high rates of poverty in some districts in Bali; low public involvement in tourism management and development. Tourism as a leading sector in Bali is expected to improve the welfare of the community and reduces poverty with the concept of community empowerment in the field of tourism. One of the regencies with high poverty level is Karangasem regency. Karangasem has a very varied tourism potential, such as natural, cultural, and man-made potentials. The potentials of tourism in Karangasem regency can be used to overcome the poverty rate of the community, so they needs a model of development of community-based tourist destinations that can be used as a reference for tourism development in Karangasem regency. This research is the application of concept and theory with the explorative method, qualitative and SWOT analysis. This development strategy model is the basic foundation of tourism destination planning. Thus, the future of tourism development is well managed and able to provide the greatest benefit for the welfare of the community.

Keywords: Development, Tourism, Destination, Community, and Karangasem Regency

1. Introduction Bali is very famous in the world with a level of tourist visit increase every year. Tourism development in Bali is culturally based and breathes Hinduism. The implementation of cultural activities in Bali by the community is a form of devotion and gratitude to the presence of God Almighty and embodied in the form of art offerings that can be a magnet for tourists to visit. Bali consists of eight regencies (Karangasem, Buleleng, 544 Ni Ketut Arismayanti and I Made Sendra / Proceeding – Social Science (2018), page 543-548

Klungkung, Gianyar, Badung, Bangli, Jembrana, and Tabanan) and one city (Denpasar). In Bali, each regency/city had much variety of tourism potential. But in fact, in the development of tourism, there is a gap between development southern Bali and the north Bali. During this tourism development is only concentrated in southern Bali. This has implications for the unevenness of tourism benefits perceived by the community. Karangasem regency is one of the regencies located on the east with an area of 83,954 hectares or 839.54 km2 with an area of 14.90% of the island of Bali. This district consists of 8 districts (Rendang, Selat, Sidemen, Manggis, Bebandem, Karangasem, Abang and Kubu). The high number of poor people in Karangasem regency requires a solution to overcome them. The abundant tourism potential in this regency has not been much explored. Some of the tourism potential in development in Karangasem regency, include: nature tourism (Tulamben, Padang Bai, Putung and Amed); cultural tourism (Megeret Pandan, Megibung Tradition); religious tourism (Besakih, Lempuyang, and Silayukti temple); and historical attractions (Taman Ujung, Tirta Gangga, Puri Agung Karangasem).

2. Special Purpose 1) To identify tourism potential, such as physical and non-physical, as well as existing external factors in Karangasem regency. 2) To analyze the internal environmental conditions seen from the strengths and weaknesses; and external environmental conditions seen from the opportunities and threats. 3) To formulate the development strategies based on the Local Community as Poverty Decreation Efforts in Karangasem regency.

3. Research Methods Research activities undertaken are: (1) Identify tourism potential (physical and non- physical); and local community participation in Karangsem regency, and identification of external factors; (2) Analysis of internal environmental conditions (viewed from strengths and weaknesses) and external environment (seen from opportunities and threats); (3) Creating a formulation development strategies based on the Local Community as Poverty Reduction Efforts in Karangasem regency.

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4. Results and Discussion 4.1 Conditions of Tourism of Karangasem Regency The tourism condition of Karangasem regency is different from the tourism in South Bali area which is so famous for its hustle and bustle. Karangasem tourism presents more of the aroma of serenity. Karangasem is also known as a heritage city, which brings the concept of cultural tourism combined with religious and marine tourism. This is evident from the attractiveness of Karangasem tourism that became a favorite. Sukasada Ujung Park that offers treats of ancestral cultural values becomes the main choice of tourists. Followed by Tirta Gangga which is cultural tourism, then Besakih as religious tourism, Tenganan as cultural tourism, and Tulamben as a marine tourism. Based on the number of tickets sold, it appears that the number of tourists visiting tourist attractions in Karangasem in 2015 has decreased slightly by about 5%. Significant decrease occurred in the category of domestic tourists, which amounted to 16%. While for the category of foreign tourists actually increased by 1%. Although the number of visitors to the tourist attraction decreased, tourists who stay at the hotel actually increased. No half-hearted, the number of guests staying at the hotel increased almost 40%. Significant increase occurred in the category of foreign tourists, which reached 42%, while domestic tourists increased only 13%. Economically, of course, the added value provided by tourists who stay is certainly larger than those who only visited the tourist attraction. Thus, the total added value that decreases due to the decrease in the number of visitor attractions can be covered by the added value that soared significantly as a result of the increasing number of tourists staying. Therefore, in general, the tourism sector in 2015 Karangasem increased value-added. Not quite there, the average length of stay in star hotels and non-stars also showed an increase. This is an early indication that the tourists feel satisfied by the services provided by the accommodation service providers and the various tourist attractions served by Karangasem. However, the increase in room occupancy rate occurs only in non-star hotels, while the star hotel actually decreased. The slightly improving global economic condition does not seem to be able to restore the economy to its original state, so that more affordable accommodation facilities tend to be an option for foreign tourists. 4.2 Analysis of Internal and External Environment of Karangasem Regency 546 Ni Ketut Arismayanti and I Made Sendra / Proceeding – Social Science (2018), page 543-548

Internal environment analysis in the form of strengths in Karangasem is namely: Karangasem regency has its great potential in the field of agriculture in a broad sense, has its varied tourism potential (natural, cultural, man-made) with uniqueness of each village, has the great potential in the maritime field, its government commitment in the development of cultural tourism, there are many great khayangan temples located in Karangasem Regency (such as Lempuyang temple, Silayukti temple, Besakih temple, Pasar Agung temple), its adequate amenities, and the existence of Padang Bai Seaport as entrance to Karangasem regency. The internal environment analysis of weaknesses in Karangasem regency is namely: the tourist attraction as well as the designated tourist village has not been seriously worked and managed professionally, there is still a lack of human resource competencies in tourism, coastal utilization in Karangasem Regency has not been optimal in improving the welfare of the community (whether as fisherman, marine tourism service provider, and other utilization), the absence of studies between tourists visiting with the amount of amenities required and environmental carrying capacity, prone to natural disasters such as landslides and eruptions of Mount Agung, and the construction of accommodation facilities may affect the environment related to the wastes and hazardous and toxic materials produced. The analysis of the external environment in the form of opportunities in Karangasem regency is namely: Indonesia and Bali regain awards related to tourism; the development of cultural tourism in Bali is based on Hinduism as a foundation, increased business in tourism, advances in information technology and transportation, and global trends in sustainable tourism development. The analysis of the external environment in the form of threats in Karangasem regency is namely: International Airport which is located far from Karangasem regency, unbalancing development of Northern Bali and Southern Bali, limited availability of tourism facilities and infrastructure available in Northern Bali, ASEAN Economic Community (AEC) Era, the complexity of waste management problems, and regional autonomy at regencies and city level in Bali.

4.3 Development Strategies of Destination Based on the Local Community as Poverty Decreation Efforts in Karangasem 547 Ni Ketut Arismayanti and I Made Sendra / Proceeding – Social Science (2018), page 543-548

Based on the SWOT analysis matrix, the following strategies are generated: SO strategy, in the form of: Strategy of creation and zoning of tourism products based on agricultural culture, and Strategy of creation and zoning of marine based tourism products. WO Strategy: Competitive and professional human resource development strategies in the field of tourism, and Strategy for development of eco-friendly tourist destinations and products. ST Strategy: Destination marketing strategy and tourist attraction, and Strategy of standardization of management of tourism industry. WT Strategy: Strategy strengthening of destination branding through innovation and creativity of local culture, and Community empowerment strategy in waste treatment.

5. Conclusion Based on analysis of internal and external factors, Karangasem has various strengths and opportunities but also has various weaknesses and threats. However, the strategy created in order to overcome the weaknesses and threats that exist and aims to create Karangasem is able to develop the potential of tourism to improve the welfare of the community.

References [1] Anonim. Undang - Undang RI nomor 10 tahun 2009 tentang Kepariwisataan. [2] Ardika, I Wayan. 2003. Pariwisata Budaya Berkelanjutan: Refleksi dan Harapan di Tengah Perkembangan Global. Denpasar: Universitas Udayana. [3] Biro Pusat Statistik (BPS). 2004. Produk Domestik Regional Bruto Propinsi Bali Tahun 1999- 2003. Biro Pusat Statistik Propinsi Bali. [4] Budpar. 2010. www.budpar.go.id. Perkembangan Desa Wisata di Indonesia. [5] Cooper, Chris and Stephen Jackson. 1997. Destination Life Cycle: The Isle of Man Case Study. Dalam the Earthscan Reader in Sustainable Tourism. United Kingdom: Earthscan Publications Limited. [6] Sumber Daya Manusia Cooper, Chris, Jhon Flecher, David Gilbert and Stephen Wainhill. 1993. Tourism Principle and Practice. London: Pitman Publishing. [7] Edward Inskeep. 1999. Tourism Planning and Integrated and Sustainable Development Approach. New York: Van Nostrand Reinhold. [8] Inskeep, Edward. 1991. Tourism Plannning “An Integrated and Sustainable Development Approach”. New York: Van Nostrand Reinhold 548 Ni Ketut Arismayanti and I Made Sendra / Proceeding – Social Science (2018), page 543-548

[9] Kodyat, H. 1997. “Hakekat dan Perkembangan Wisata Alternatif”. Dalam Prosiding Pelatihan dan Lokakarya Perencanaan Pariwisata Berkelanjutan, ed. [10] [1]Myra P. Gunawan. Bandung: Penerbit ITB. [11] Korten, David. 1987. Community Management. New Delhi: Kumarian Press. [12] Kusmayadi dan Sugiarto. 2002. Metodelogi Penelitian di Bidang Kepariwisataan. Jakarta: PT. Gramedia Pustaka Utama. [13] Marpaung, Happy. 2000. Pengetahuan Kepariwisataan. Bandung: Alfabeta. [14] Mathieson, A dan Wall, G. 1982. Tourism: Economic, Physical and Social Impact. Pitman Publishing, Oxport. [5] McIntyre, George. 1993. Sustainable Tourism Development: Guide for Local Planners. Spain: World Tourism Organization. [16] Middleton, Victor T.C. 1998. Sustainable Tourism: A Marketing Perspective. Oxford: Butterworth Heinemann. [17] Natori, Nasahiko (Ed). 2001. A Guide Book for Tourism Based Community Development. Publisher APTE. [18] Nelson, J.G, R. Butler, and G. Wall. 1993. “Tourism and Sustainable Development: Monitoring, Planning, and Managing”. University of Waterloo: Heritage Resources Culture. [19] Pitana, I Gde. 1999. Pelangi Pariwisata Bali. Denpasar: Bali Post. [20] Rangkuti, Freddy. 2004. Analisis SWOT Teknik Membedah Kasus Bisnis. Jakarta: PT. Gramedia Pustaka Utama. [21] Ringbeck, Jurgen., Amira El-Adawi, and Amit Gautam. 2010. Green Tourism: a Road Map for Transformation. Booz & Company. [22] Soekadijo, R.G. 1997. Anatomi Pariwisata (Memahami Pariwisata Sebagai Systemic Linkage). Jakarta: Gramedia Pustaka Utama. [23] Suwantoro, Gamal. 2001. Dasar – Dasar Pariwisata. Yogyakarta: Andi. [24] Swarbrooke, John. 1998. Sustainable Tourism Management. New York: CABI Publishing. [25] Umar, Husein. 2002. Strategic Management in Action. Jakarta: PT. Gramedia Pustaka Utama. [26] UNDP. 2008. Creative Economy Report 2008. [27] UNDP and WTO. 1981. Tourism Development Plan for Nusa Tenggara, Indonesia. Madrid: World Tourism Organization. [28] www.propoortourism.org.uk Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Social Sciences, May 2018, page 549-561 www.iseec2018.kbu.ac.th The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

Evaluation of Information from Social Media Channels by the Students of Mahasarakham University, Thailand: An Analytical Study Choon Teimtinakrit Department of Information Science, Faculty of Informatics, Mahasarakham University, Maha sarakham 44150, E-mail: [email protected]

ABSTRACT The development of Information Communication Technology (ICT) has made the world as the digital village, with the support of Internet and Web 2.0 tools and technologies. Social media as part of web 2.0 technologies has made the life simpler for human beings. This study aimed to see how the students of Information Science during the academic year 2016 at Mahasarakham University, Thailand perceived the social media and how they derived Education, Cultural and Behavioural Benefits by the effective use of social media tools. The data was collected by structured questionnaire and the interview questions which were developed based on the social media information evaluation framework. There were 26 responses obtained for the study and the data was analysed by applying the various parameters for the evaluation of social media channels of information by the respondents. For the analytical study, there were five categories of information; Authority, Coverage, Objectivity/Relevance, Accuracy, and Currency. There were some interesting factors, phenomenon and aspects of concerns observed in the study on the use of social media tools; especially, Facebook, WhatsApp and Google+ to assess the students use for deriving Education, Cultural and Behavioural Benefits for their lives. Authority, Coverage, and Currency were the most used categories for analytical study of information from social media. The results of the study can be used as a framework for assessing the quality of information on social media and it can be applied to the delivery of information to the users effectively. The results showed that all students evaluate the information from Authority. Most of them use Coverage (92.31 %). Secondly, the dimension was Currency (88.46 %), and Accuracy (76.92 %). The last dimension was Objectivity/Relevance (50 %).

Keywords: Information Analytic, Social Media, Evaluation, Students Survey, Mahasarakham University, Thailand

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Introduction

At present, social media play the most important role in daily life to connect and exchange data purpose including education. The National Statistical Office (2014) mentioned that Thai people, aged between 15 and 24 years use internet for accessing information (64.70%)[1].

The result surveyed by Electronic Transactions Development Agency (Public Organization) [2] showed the number of internets and social media users have been increasing continuously. [3] According to the Institute of Child and Adolescent Mental Health statistic, teen’s social media use is risky.[4] People assess the internet, particularly, information from the social media is unsuitable. It is different from other media because the distribution is not limited, the publisher gets freedom to create the content and publishes anytime anywhere even modification of the content.

The problem needs to be solved is by focusing on the user (information receiver). Analytics of internet information category based on information literacy need to be used to build user awareness and understanding the nature of social media. At the present, there are the categories for analysing the information on websites or internet but there is no analytics of information from social media category [4] The researcher needs to study the analytics of information from social media.

Objectives

The objectives of the study are as follows: 1. To survey the use of social media channels by the student community from the Department of Information Science, Mahasarakham University, Thailand. 2. To analyse the users knowledge or awareness about the evaluation criteria for the web sources in this context social media sites. 3. To ascertain which of the criteria for the evaluation of social media sites are mostly used and popular among the respondents.

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Review of the literature

Information analytics is the one of information literacy process. American Library Association (2018) presented the characteristics of programs of information literacy that illustrate best practices such as awareness, limitation, accessibility, assessment, connectivity, efficiency, understand economic, social and legal context, ethical and legal, storage and life-long learning awareness [5] .

Generally, information analytics categories have been shown as 1) Authority/ Creditability: consider the reliable and reputed person 2) Accuracy: consider by the fact content neutrality 3) Objectivity: the content is being used suitably 4) Intended audience: the level of information 5) Date of publication: up-to-date and 6) Ease of use: the information needs to be recorded in proper type to meet the users need [6].

Information analytical study from the Internet is very different from other sources because of the lack of quality control and accuracy. Information which is available on Internet is not always authentic and anybody can create and distribute them. Internet user have to assess the information by following established parameters or evaluation criteria developed by the various authorities. . Information analytic for evaluating the Internet information or web resources are as follows: [7]

1. Author: author’s information (name, occupation, experience, position, education, etc.) should be mentioned on the website or at least author’s email should be mentioned. 2. Purpose: the purpose of website creation indicates the objectives of the website including the website’s target. 3. Objectivity: objectives show the website’s creator has no bias or non-relationship with other organizations. 4. Accuracy: information which is available on the website is correct with no typographical errors 5. Reliability and credibility: why should we believe the available information on the web? Is it correct? Or it is a part of research result. We need to be able to check the author’s reputation. 552 Choon Teimtinakrit / Proceeding – Social Science (2018), page 549–561

6. Currency: the information which is available on the web must be up-to-date or the update time has to be mentioned. 7. Link: related links should be beneficial for users and not a death-link.

The study by Westerman, Spence. and Van Der Heide , (2013) [8] examines how pieces of information available on social media impact perceptions of source credibility. Specifically, participants in the study were asked to view 1 of 3 mock Twitter.com pages that varied the recency with which tweets were posted and then to report on their perceived source credibility of the page owner. Data indicate that recency of tweets impacts source credibility; however, this relationship is mediated by cognitive elaboration. These data suggest many implications for theory and application, both in computer‐mediated communication and crisis communication. These implications are discussed, along with the limitations of the current study and directions for future research.

Li and Suh (2015) [9] examines the factors that influence individuals’ perceived information credibility on social media platforms. Drawing on the persuasion theory—the Elaboration Likelihood Model (ELM), we identify that five factors from two dimensions of credibility (medium and message credibility) are key ingredients in the online information assessment, and develop a research model that predicts individuals’ perceived information credibility on social media platforms. The results show that interactivity, medium dependency from the medium credibility dimension and argument strength from the message credibility dimension are main determinants of the information credibility.

Concept of Social Media

Social media, which is now used by different type of community in the world for sharing, uploading, communicating and informing the resources of different types using different types of social media. They are definitely different from other media, particularly Internet because it is a medium for people to create and share their own ideas through the Internet. They provide instant news faster than traditional news outlets or sources and can be a great wealth of information, but there is also an ever increasing need to verify and determine accuracy of this information. They have managed to bring billions of people together from all over the world that get in touch online and communicate virtually with each other even 553 Choon Teimtinakrit / Proceeding – Social Science (2018), page 549–561 if they have never met. Facebook and Twitter are social media and micro-blogging networks with a very big appeal to the public. There currently exists a rich and diverse ecology of social media sites, which vary in terms of their scope and functionality. Some sites are for the general masses, like Friendster, Hi5, and–—of course–—Facebook, which opened only 4 years after Sixdegrees closed its doors. Other sites, like LinkedIn, are more focused professional networks. Media sharing sites, such as MySpace, YouTube, and Flickr, concentrate on shared videos and photos. Social media is a two-way form of communication that allows users to interact with the information being transmitted. Through the use of social media, people can exchange photos and videos, share news stories, post their thoughts on blogs, and participate in online discussions. Social media and social networking plays an important part of people’s lives around the globe.They are increasingly being used as an information source, including information related to risks and crises. Information on social media platforms suffers from a relative lack of professional gatekeepers to monitor content. How to evaluate the information credibility on social media platform has become an important issue for today's information consumers.

Evaluation of Social Media Information

Web resources are self-publishing medium and not all sources are equally valuable/reliable. Sometimes, may not be authentic/accurate, may not be current, may not be filtered/mediated. No standard in the publication of information on the internet. Hence need to be evaluated. The term “Evaluation’ refers to assessing or judging the utility value in terms of quality and quantity. The researcher has chosen to evaluate information received through Social media based on the criteria developed by Virginia Polytechnic Institute and State University which suggested 5 categories as follows: [7]

1. Author (Authority): Determining the knowledge and expertise of the author of information is an important aspect of evaluating the reliability of information. Anyone can make an assertion or a statement about something; event, or idea, but only someone who knows or understands what that thing, event, or idea is can make a reasonably reliable statement or assertion about it. 2. Coverage: Determining exactly what the information covers and to what extent it fully covers the topic is another aspect of evaluating information. It is important to determine the extent of coverage. Information sources with broad, shallow coverage mean that one need 554 Choon Teimtinakrit / Proceeding – Social Science (2018), page 549–561 to find other sources of information to obtain adequate details about one’s topic. Information sources with a very narrow focus or a distinct bias mean that one need to find additional sources to obtain the information on other aspects of one’s topic. The extent and depth of coverage can tell one a lot about the usefulness of the information one has found. 3. Objectivity/relevance: Establishing the objectivity, or relative objectivity, of information, is the third aspect of evaluating information. While it is unlikely that anything humans do is ever absolutely objective, it is important to establish that the information one intend to use is reasonably objective, or if it is not, to establish exactly what the point of view or bias is. There are times when information expressing a particular point of view or bias is useful, but one must use it consciously. 4. Accuracy: Establishing the accuracy, or relative accuracy, of information, is, an important part of evaluating the reliability of information. It is easier to establish the accuracy of facts than it is opinions, interpretations, or ideas. The more an idea, opinion, or other pieces of information varies from the accepted point of view on a particular topic the harder it is to establish its accuracy. It may be completely accurate, but corroborating it is both more necessary and more difficult. 5. Currency: Determining when an item of information was published or produced is an aspect of evaluating information. The date of the information was published or produced tells one how current it is or how contemporaneous it is with the topic one is researching. There are two facets to the issue of currency; is the information the most recent version or is the information the original research, description, or account.

Method

For the purpose of the present study, interview method was used. The total population was 260 Information Science students from the Department of Information Science, Faculty of Informatics, Mahasarakham University in the academic year 2016. The data was collected by using convenient sampling i.e 10% of the total population. The data were collected during 1st January to 1st February 2016. Accordingly, 10% of the study population represents 26 Information Science students and were interviewed based on the structured interview schedule. The data were presented in tables with frequency analysis and percentage.

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Data Analysis and Discussion Table 1 Evaluation criteria followed by the respondents S.No Evaluation criteria Number of Percentage Respondents (N=26) 1 Authority 26 100 2 Coverage 24 92.31 3 Objectivity/ Relevance 13 50 4 Accuracy 20 76.92 5 Currency 23 88.46

Table 1 reveals the number and percentage of respondents used criteria to evaluate information from social media. All the respondents use Authority criteria, followed by 24 (92.31%) use Coverage, 23 (88.46%) use Currency and Accuracy by 20 (76.93%) respondents. It is to be stated that half of the respondents use Objectivity/Relevance criteria. By and large, the respondents are in the process of evaluating the information received through social media channels. In other words, they are aware of the evaluation criteria and the information received from Social media channels which are needed to be evaluated. Table 2 Parameters used under Authority criteria S. No Parameters under Authority Ctriteria Number of Percentage Respondents (N=26) 1 Information is referenced from other 15 57.70 sources or used in other works. 2 Author's qualifications 7 26.92 3 The author has the expertise (expertise) 7 26.92 4 Has continuity in publishing. 5 19.23 5 Information on the same or related 4 15.38 content is disseminated. 6 Got information to contact the author. 3 11.54

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Table 2 shows the number and percentage of respondents using the parameters under Authority Criteria to evaluate information from social media. More than half of the respondents (57.7%) stated that Information was referenced from other sources or cited in other works. Many sources are consulted such as data available on Facebook/Line/IG/YouTube or other websites for the confirmation of correctness of the information. Moreover, students assessed information from a number of Likes, Views, Followers including comments. For example, if the numbers of Likes or Followers are very high or abnormality that means something goes wrong or suspicious. More than one-fourth (26.92%) of the respondents assessed by author’s qualification such as a well-known person, someone who held a high position, reputed organization or with high educational qualification. Similar percent of students assessed by author’s expertise such as the previous works, comments, VDO including a number of Likes and Views. Nearly one-fifth (19.23%) of students assessed by the continuity of posts and regularity of new information and updated information. 15.38% of students assessed by related content and only 11.54% of students assessed by author’s profile that helps people connect with the author directly.

Table 3 Parameters used under Coverage criteria S.No Coverage Number of Percentage respondents (N=26) 1 Information is relevant to the subject. 11 42.31 2 The information is detailed enough. 5 19.23 3 The information does not appear in other 4 15.38 sources. 4 Information is useful to oneself. 3 11.54 5 References can be made for readability. 3 11.54

Table 3 shows the number and percentage of respondents using the parameters under Coverage Criteria to evaluate information from social media .11 students (42.31%) assessed by the relevancy of the information and the relatedness of the content. 19.23% of Students assessed by judging the elaborateness or completeness of the information. 15.38% of students assessed by the content that is never found or does not appear in other sources. 557 Choon Teimtinakrit / Proceeding – Social Science (2018), page 549–561

11.54% each of the students assessed by the benefit of their own and beware of fake information and the readability of the references. Table 4 Parameters used under Relevance criteria S.No. Relevance Number of Percentage Respondents (N=26) 1 Information is not created to direct or divert 3 26.92 readers' attitudes. 2 Is a free advertising or sponsored website. 7 15.38 3 Information is created without prejudice. 4 11.54

Table 4 shows the number and percentage of respondents using the parameters under Relevance Criteria to evaluate information from social media. The majority is an information that does not guide to change users' attitude, and they are non-advertising and lastly, are based information. More than one fourth of the respondents (26.92%) view that, the information is not guided to change users' attitude, and they assessed the information received by comparing with other information which are available from other sources. About 16.38% of the students have stated that website should be an advertising or sponsor that will convey some products. However, only 11.54% based their evaluation on non- biased information, and they assessed by reading the comments from others.

Table 5 Parameters used under Accuracy criteria S.No. Accuracy Number of Percentage Respondents (N=26) 1 The information is accurate. 10 38.46 2 Information validator 5 19.23 3 Readers can specify the latest updates. 4 15.38 4 Words without misspellings or other obvious 13.85 errors.

Table 5 shows the number and percentage of respondents using the parameters under Accuracy Criteria to evaluate information from social media. Ten respondents (38.46%) used 558 Choon Teimtinakrit / Proceeding – Social Science (2018), page 549–561 the parameter for accuracy that information is from without errors and they assessed by using their own knowledge. 19.23% felt that, in case, if they are not sure, they will compare with other sources. 15.38% of the respondents look at the latest updates and from the comments by the other users. In case of VDO, it should be the official channel. Only one respondent (3.85%) assess based on own experience and it should be free from mis-spellings or other obvious errors.

Table 6 Parameters used under Currency criteria

S.No. Currency Number of Percentage Respondents (N=26) 1 Date of publication 22 84.61 2 Date of Last Updated / Release Date 7 26.92

Table 6 shows the number and percentage of respondents using the parameters under Currency Criteria to evaluate information from social media. A majority of the respondents (84.61%) assessed by using the date and the time of publication and distribution and from date and time that appeared on the web. On the other hand, more than one-fourth (26.92%) of respondents considered the date and time of updating and operation which appear or alert on the web.

Conclusion All students use Authority category for assessing the information from social media related to in-depth media literacy concept by the Office of The National Broadcasting and Telecommunications Commission (NBTC) and Telecommunications Consumer Protection Bureau (TCP) [10] mentioned the receiver therefore decided to get the information by focusing on the author or publisher.

In case of reliability analytics, the respondents understood the nature of information on social media which was related to personal information. Most of the information is personal ideas and emotions without investigation. Distribution of personal information through Facebook by check-in or Link [11] regarding social media, Marketing survey found that the 559 Choon Teimtinakrit / Proceeding – Social Science (2018), page 549–561 most popular social media is Facebook, Line, Twitter and YouTube [12]. Statistic of social media user in Thailand shows that the Instagram’s users both male and female share their photo on Facebook, YouTube, and Twitter [13].

It is interesting to note the importance of information analytics on social media by evaluating from comments, number of followers, number of Likes that indicate the reliability of information. [14]. Milton S. Eisenhower Library (2017) [15] mentioned that the number of comments could not imply the reliability of information on social media. Janet [16] mentioned student attitude that author should not put advertising or distribute fake information.

Information analytics by objectivity/relevance category, the researcher found only 50% of the students used this category. Moreover, Office of The National Broadcasting and Telecommunications Commission (NBTC) and Telecommunications Consumer Protection Bureau (TCP) [17] mentioned that there is a hidden issue from someone who pays for creation and distribution of information and it is a case of biased information. Social (digital) agency in Singapore [18] mentioned that 64% of Thai people have mobile phones and browsing the Internet and receive information through mobile phones. 30% over the year 2002 conformed by the Google’s in-depth data [19] that 70% of the Thai people have internet accessing behaviour by using mobile phones.

Focusing on the undergraduate students, the study provided a snapshot of current trends in using social media as information sources. The findings shed light on which social media platforms are frequently used as information sources and how the information provided through social media is evaluated and used. The current study examined how recency of updates on a social media channels impacted source credibility and cognitive elaboration after exposure to the information. As social media becomes a more heavily used information source, even for things as critical as risks and crises, the gatekeeping function of that information also falls more into the hands of the users, rather than the site creators. As such, it is important to continue learning more about this process of evaluation, and learning about how and why credibility judgments are made about social media information. In the 21st century, social media sites have become a largest online platform to share piece information within a minute. As social media resources have features and characteristics 560 Choon Teimtinakrit / Proceeding – Social Science (2018), page 549–561 different from those of traditional information sources, a thorough evaluation of the information gained from social media requires new approaches and strategies.

Acknowledgement This research cannot be conducted without the financial assistance for the year 2016 from Information Management Research Unit, Department of Information Science, Faculty of Informatics, Mahasarakham University, Thailand. The author is grateful to the authorities concerned.

References [1] Office of the Permanent Secretary, Ministry of Information and Communication Technology (2015). Report on Government Policy Performance. Bangkok: Permanent Secretary for Information and Communication Technology. [2] Electronic Transactions Development Agency (Public Organization). (2016). Thailand Internet user Profile 2015 . Retrieved 15 may 2016 from https://www.m- society.go.th/article_attach/17972/20096.pdf. [3] “4 Do not 3 should social media, " (2016). Matichon online. Retrieved 15 February 2016 from http://www.familymediawatch.org/index.php?lay=show&ac=article&Id= 539842634&Ntype=2... [4] Kyung-Sun Kim, Sei-Ching Joanna Sin, and Eun Young Yoo-Lee . (2013). “Undergraduates’ Use of Social Media as Information Sources” College & Research Libraries.. Retrieved 1 February 2016 from . http://crl.acrl.org/content/early/2013/02/06/ crl13-455.abstract. [5] Literacy that Illustrate Best Practices: A Guideline. (2012). Retrieved 11 February 2016 from http://www.ala.org/acrl/standards/ characteristics. 28 May 2018. [6] Georgetown University Library. (2017). Evaluating Internet Resources. Retrieved 15 February 2017 from https://www.library.georgetown.edu/tutorials/research-guides/ evaluating-internet-content . [7] Virginia Polytechnic Institute and State University (2016) Evaluating internet information. Retrieved 15 February 2017 from https://library.leeds.ac.uk/tutorials/evaluating/.

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[8] Westerman, David ; Spence. Patric R and Van Der Heide , Brandon (2013). Social Media as Information Source: Recency of Updates and Credibility of Information. Journal of Computer -mediated Communication, 19(2): 171-183 [9] Li, Ruohan and Suh, Ayoung (2015). Factors Influencing Information credibility on Social Media Platforms: Evidence from Facebook Pages. Procedia Computer Science, 72: 314- 328 [10,17] The National Broadcasting and Telecommunications Commission (NBTC) and Telecommunications Consumer Protection Bureau (TCP) (2013). The main idea of media literacy. Retrieved 20 February 2017 from http://bcp.nbtc.go.th/knowledge/ detail/319. [11, 13, 14] It24hrs. (2016) "Summary of Social Media Users in Thailand from Thailand Zocial Awards 2016," Retrieved 19 May 2016 from https://www.it24hrs.com/2016/stat-social-media-thai-populations/. [12, 18] TANA. (2016) "The latest statistics on Internet and Social Media: Thailand, no country in the world," Retrieved 28 January 2016 from http://www.9tana.com/node/thailand- social-stat-2016/. [14] Thumbsupteam. (2014). Behavior and Links of Social Network Thailand by Zocial Inc.. Retrieved 15 February 2016 from http://thumbsup.in.th/2014/05/social-network- behavior-thailand-zocial-inc/. [15] Milton S. Eisenhower Library. “Evaluating Social Media,” Last Updated: Apr 17, 2017 Retrieved 19 January 2016 from http://guides.library.jhu.edu/evaluatinginformation. [16] M. Morahan-Martin, Janet. (2004). How Internet Users Find, Evaluate, and Use Online Health Information: A Cross-Cultural Review. Retrieved 19 May 2016 from https://doi.org/10.1089/cpb.2004.7.497. [19] Ditgital Madness. (2016). Google Trends Marketing. March 11, 2015. http://www.badigital.in.th/google-trends/

Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Social Sciences, May 2018, page 562-569 www.iseec2018.kbu.ac.th The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

Reassessment of the Reparation of Environmental Damages Erofili Pontikaki Webster Thailand, 1 Empire Tower, 4th Floor (EM Space Zone) South Sathorn Rd., Sathon Yan Nawa, Bangkok, 10120, Thailand, [email protected]

ABSTRACT The objective of this article is to demonstrate that, in order to achieve legal uniformity regarding the liability of environmental hazards, a major step will be the consecration of the notion of environmental prejudice in international law. Main tool for achieving this objective is the analysis of cases that have treated the environmental prejudice under this light. As a result the necessity to introduce preventive and reparative measures in international law in order to prevent maritime pollution becomes obvious. The article suggests that it is necessary to introduce a new obligation of security towards the actors of maritime oil transportation and an explicit consecration of the pure environmental damage as a reparative measure.

Keywords: Environmental Damage, Environmental Crime, Energy Law Oil Spill

1. Introduction Plato and Aristotle used to observe the environment in order to create laws. Modern man, after destroying the environment, needs to create laws in order to protect it [1]. In case of environmental hazards, national maritime laws do not provide uniform legal solutions in terms of liability and reparation. On one hand there is maritime law that limits liability for any damage created by the cargo to the ship owner. Quite often the environmental damage represents costs beyond the possibilities of reimbursement of the shipping company. On the other hand there is environmental law that under the polluter pays principle gives a wider definition to the polluter and in this way may reach the liability of the oil and gas company, the cargo owner. These two fields of law are in obvious contradiction when they should cooperate and reinforce each other.

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The origin of maritime law liability finds its justification in Lex Rhodia that dates back to antiquity. The values and risks in stake present in the modern world have progressed greatly. As a result there is great need for legal uniformity on the approach of environmental hazards and their liability due to oil transportation by sea. The topic of this academic research will be to understand how the actors of maritime oil transportation and the oil and gas industry can be incited to be more responsible in order to accord damages for all types of liability in a more effective way.

2. Objective In order to achieve legal uniformity regarding the liability of environmental hazards a major step will be the consecration of the notion of environmental prejudice in international law (3.1). A series of legal decisions presented by the French courts from 2008 to 2012 concerning the Erika case as well as European law and national laws will be used as inspiration for this purpose.

3.1 The consecration of the pure environmental prejudice and the compensation of damages under this concept.

3.1.1 The example of the Erika cases. The facts were the following: Erika, a tanker with Maltese flag was chartered by a subsidiary company of the oil group Total. The tanker was broken into two pieces at the Breton coasts. Its cargo of 30.000 tons fuel was then widespread at sea, polluting nearly 400 km of the French littoral, along the areas of Brittany, Pays de la Loire and Poitou-Charentes. According to a study carried out by a private cabinet of expertise solicited by the local government agencies, the damage was predicted to reach 6 billion French francs (either nearly 1 billion Euros) [2]. This tragedy has caused a great number of procedures of all kinds, and has highlighted important legal stakes of a rare complexity. Finally a certain consensus has emerged among the victims who have decided to present their claims in front of the Tribunal Correctionnel of Paris by way of constitution of civil party. After long procedures the decision was pronounced by the Tribunal Correctionnel of Paris on the 16th of January

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2008 [3]. According to the court’s decision the owner of Erika, its manager, the company of classification and the head office of the oil company who has exercised the vetting (voluntary inspection of the tanker) were considered responsible for the maritime offence of pollution in terms of penal law. The legal founding is the French law of the 5th July 1983, presented in the article L 218-22 of the Environmental Code, that sanctions the offence of pollution. (This article has now been modified by a law of August 1st 2008 [4] who has introduced a new title VI in the Environmental Code). The decision is of great interest because it consecrates the notion of pure environmental prejudice. This is a quite revolutionary approach regarding oil spill cases. The notion is not new, but still it is the first decision that compensates damages under the implicit acceptance of this concept. Furthermore the liability of an oil company has been engaged for maritime pollution even if under the existing international law this is not obvious. The role of international law under this perspective is fundamental since maritime pollution trespasses national boundaries. International law is necessary in order to achieve uniformity in this domain and is not completely developed in this particular question. The environmental prejudice is not easy to define. Even the terms that have been used to describe this situation vary. So the problematic is summarised in the fact that the sanction of such a prejudice is not clearly defined. The notion has already been defined in an economical and an environmental approach by the doctrine [5].

3.1.2 The economical approach of the environmental prejudice. Professor Michel Despax has introduced this concept under the terms of ecological prejudice and has analysed it from an economical point of view. According to him the object of the ecological prejudice is the nature itself. Since the nature is res nulius, which means that it does not belong to anybody, there is no prove of personal and direct prejudice. The lack of these two fundamental elements does not permit to form a claim in front of courts of justice [6]. The American judge Mac Garr in the Amoco- Cadiz case [7] did not have the same opinion and did not accept to accord damages for ecological prejudice

565 Erofili Pontikaki / Proceeding – Social Science (2018), page 562-569 on the arguments that the notion is not conceptualised in American law and that there is lack of direct causality in between the offence and the prejudice.

In French law however the economical dimension of the environmental prejudice has been sanctioned by the Tribunal Correctionnel of Paris on the 16th of January 2008 [8]. The Judges have understood that a personal and direct link was very hard to prove. They have considered then for balancing this situation, that since the accused fact played a part necessary to the realisation of the damage, this one must be compensated, the direct link is created by this very situation (Tribunal de Grande Instance of Nanterre, 22 October 1975) [9]. The Tribunal Correctionnel of Paris accepted the economical dimension of the environmental prejudice by according damages to some local authorities for the prejudice of reputation and brand image. The Cour de Cassation has confirmed with a decision of the criminal chamber on September 25 2012 [10].

3.1.3 The pure environmental prejudice. Under the environmental approach of the notion the nature is personified. It is the direct victim in case of pollution. We can talk then for pure environmental prejudice which is “an injury of the environment itself without immediate repercussion and connections on the human activities” [11]. Nature becomes res communis and as a result everybody can claim reparation for the ecological prejudice. There is no need to prove the personal or direct character of the prejudice. It is the American professor Christopher Stone that has given a theoretic basis to this concept after 1972. The pure environmental prejudice has been very hard to be accepted. The originality of the Erika decision is situated in this domain. The judges did not mention the term environmental prejudice but accepted it implicitly by saying that “the vocation and the activity of the local government agencies and associations (concerned by environmental issues), in conformity with their legal existence and their social object, are sufficient in order to justify the existence of a direct and personal damage”. In other words there is no need for specified associations and governmental authorities to prove a direct and personal damage as long as it concerns pollution of the environment. We should mention on this point that damages were accorded to associations not only for their

566 Erofili Pontikaki / Proceeding – Social Science (2018), page 562-569 expenses in order to clean up the sea shore, but also for expenses in order to rehabilitate the sea bird population.

3.2. Inadequacy of civil liability as determined by international law to serve the notion of environmental prejudice. National penal law has been more protective to the environment in this specific case since the international conventions in case of pure environmental prejudice are inadequate. (International Convention on Liability and compensation for damage in connection with the carriage of Hazardous and Noxious Substances by sea –CLC 1992 and the International Oil Pollution compensations Funds-IOPC Funds.) In fact the pure environmental prejudice, as mentioned before, is not recognised by the CLC or the IPOC Funds. Furthermore according to the article III of the CLC only the owner of the boat is liable for the offence of pollution. This situation has as a result to discourage oil companies of owning their means of maritime transportation. Of course the owner is liable even in the absence of fault and has an obligation to insure the boat. This is supposed to satisfy easier the claims of victims for damages. Unfortunately the result is exactly the opposite. The owner disregards security problems, knowing that in case of problem the insurance and the OIPC Funds will take care of the payment of damages. The CLC has instituted a limitation as far as it concerns the amount of damages that the owner of the boat is liable to pay. This situation has a logical founding in means of maritime law. The maritime environment is dangerous and the owner should be protected in order to exercise his activity with the possibility of profit. In means of environmental law, however, this argument is void. Here the risk is transposed; it is the maritime environment that is in danger from the cargo of the owner [12]. That shows clearly that this limitation is restrictive and deprives victims from damages.

3.3. The necessity to introduce preventive and reparative measures in international law in order to prevent maritime pollution.

3.3.1 The necessity to introduce a new obligation of security towards the actors of maritime oil transportation.

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The two main ideas are the necessity of the introduction of a new obligation of security and the full acceptance and consecration of the pure environmental prejudice [13]. The obligation should operate towards all actors concerned by the maritime oil transportation in order to accord damages under the polluter pays principle in international law. Such an obligation would discourage small companies owning a small number of boats to get implicated in oil maritime transportation. This obligation is very heavy to follow by small companies with unimportant capitals. As a result more qualified companies-or even better-the oil companies themselves will assure the transportation of oil. Under these considerations the unpleasant situation created by the specific terms of the CLC 1992 will be balanced. Furthermore for exercising this obligation of security the concerned actor will spread the cost of the operation to the public and the consumers. So we can clearly see that the cost of the environmental protection takes a social aspect. Of course the detractors of the polluter pays principle will point that it is the poor that pay this kind of cost. The value of the polluter pays principle is not the object of this article. We can still argue that the main polluter is the consumer so it is rational that the consumer supports this cost.

3.3.2 The necessity of an explicit consecration of the pure environmental damage as a reparative measure.

As far as it concerns the notion of pure environmental prejudice its values have been presented here above. International law should highlight this notion and sanction it in this very value. The benefits will be great for the marine environment worldwide. Law should find its primary function, serve the community and not vice-versa.

4. Conclusions

It is normal for oil companies to always search how to maximise their profits. However this maximum profit should not be made in the detriment of the environment which surrounds us and of which we are a part. Even the oil companies exist through the existence of the environment. Oil spills demonstrate the flows of law in terms of maritime pollution. In order to prevent similar situations international law is an essential tool.

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The consecration of the pure environmental prejudice should not be a unique case limited in the frontiers of individual states. Furthermore this consecration should not stay silent and implicit but it should be promoted in an effective way. The notion should be used by institutions worldwide as to promote environmental justice. Finally the introduction of an obligation of security in international law is necessary. This obligation will have a preventive purpose as far as it concerns maritime law. If these two requirements are fulfilled, international law will have two powerful instruments against maritime pollution, a preventive and a reparative.

References

[1] Sousse, M. (2008). « De la responsabilité environnementale », Environnement n° 11, Novembre 2008, étude 12. [2] Rapport Mazard et Guérard (janvier 2001), commanded by the Association interrégionale Ouest Littoral Solidaire regroupant les différentes régions atlantiques victimes de cette catastrophe. [3] TGI Paris, 11e ch., 4e sect., 16 janv. 2008, n° 9934895010, p. 236. [4] Loi n° 2008-757, 1er août 2008 : Journal Officiel 2 Aout 2008. [5] Barham, T. (2008). « De quelques embarras du concept de dommage écologique », Revue de droit des transports n°6, Juin 2008, étude 7. [6] Despax, M. (1968). « La pollution des eaux et ses problèmes juridiques », Litec 1968, pg. 22 and following. [7] United States Court of Appeals, Seventh Circuit. In the Matter of oil spill by the Amoco Cadiz off the coast of France on March 16, 1978. Nos. 90-2832 to 90-2841, 90-2857 and 90-2946 to 90-2954. Argued June 12, 1991. Decided Jan. 24, 1992. [8] TGI Paris, 11e ch., 4e sect., 16 janv. 2008, n° 9934895010, p. 236. [9] TGI Nanterre, 22 oct. 1975 : Gaz. Pal. 1976, I, p. 392.

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[10] Arrêt n° 3439 du 25 septembre 2012 (10-82.938) - Cour de cassation - Chambre criminelle [11] Larroumet, C. (1994) “La responsabilité civile en matière d'environnement”: Dalloz. 1994, chron. p. 101. [12] Le Couviour, K. (2008). « Après l'Erika : réformer d'urgence le régime international de responsabilité et d'indemnisation des dommages de pollution par hydrocarbures », La Semaine Juridique Edition Générale n° 12, 19 Mars 2008, I 126. [13] Marcel, S. (2008)« De la responsabilité environnementale », Environnement n° 11, Novembre 2008, étude 12.

Ms. Erofili Pontikaki has an LLM in Oil and Gas Law from the University of Aberdeen where her main research theme was the Evaluative study of the Internal European Gas market. In addition she holds a Master 1 in Business Law from the University Panthéon-Assas Paris II. She is the Coordinator of BA Management International Business at Webster University, Thailand.

Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Social Sciences, May 2018, page 570-573 www.iseec2018.kbu.ac.th The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

Students’ Self-Assessments and an External Mode of Assessment in Their Two English Language Communicative Skills (Listening and Reading) Sirima Prathan1 and Boonhom Sinakhot2 1,2Instructor, Kasem Bundit University, 60 Romklao Road Minburi Bangkok 10510, E-mail: [email protected], [email protected]

ABSTRACT This study examines the relationship between self-assessment (internal perception) and the actual performance that is measured by an external means, the TOEIC of a two small samples of students majoring in Aviation Business at a private university. The hypothesis is that self-assessment accurately reflects actual performance. Methods used are questionnaires on the four English communicative skills (Listening, Reading, Speaking, and Writing) and information search skill that answer in a 1-5 Likert Scale unit of measurement. Results indicate that students over-estimated their perceived English language communicative skills when compare to evaluations given by their paper-and-pencil TOEIC for Listening and Reading Skills.

Keywords: Listening and Reading Skills, TOEIC, Aviation Business Students, Self-assessment, Internal Perception, Actual Performance, Test Score Attainment

Introduction Many instructors seem to use the self-assessment method on their students in their teaching practices. This research’s authors had frequently started their classes asking students what they already know about the subject matters that they were going to teach that day. Frequently students gave the feedback that they knew the grammar aspect or technical writing model “relatively well” or what would be considered a “3” on a 1-5 Likert Scale when the researchers asked them at the beginning of the class. The researchers specifically wish to find out how accurate the student’s self-assessed proficiency is in relation to objective evaluative method such as the standardized achievement test, in particular the TOEIC. The subjects were university sophomores and juniors majoring in

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Aviation Business at a private university where the researches taught “English Communication for Aviation Business” (ES 202, ES 302, and ES 401). The researchers chose the TOEIC as the external mode of language proficiency assessment since it all students in this major are required to obtain at least 500 on the combined Reading and Listening score in order to graduate. The students, therefore, have to take the TOEIC at the end of each semester, making their test scores readily accessible to all instructors in the department. While the researchers also have made class evaluation on each of their students on speaking, writing, listening, and information search skills as part of their respective classes, the combined TOEIC scores of these students on their Listening and Reading Skills provide the most objective way to test the hypothesis that students accurately report their English language proficiency skills in self-assessments making it as accurate as taking the TOEIC, a standardized English test used in the aviation industry to gauge job applicants’ English language skills. In an unpublished, cross-sectional research, done recently by seniors in their Research Methods course, whose instructor had shared with the researchers, , nearly all 400 students distributed with freshmen through to seniors, the results show that these students as sampled are aware that they must get a moderate TOEIC score (combined Listening and Reading score of 500) in order to graduate and that success in passing the TOEIC level set by the department will contribute favorably to their future career upon graduation. The general overall assessments of three English language instructors in the Aviation Business department (the researchers and one other colleague who taught sophomores) showed that most of those students do not perform as well as their overestimated self- perception of their English language communicative skills. (These are from in-depth interviews conducted with the instructors, which these researcher will use for further research in a future paper). Thus, the student respondents usually overestimated their English language communicative skills when compared to those given by their instructors. This is in line with a previous research done by three Taiwanese academics on 308 freshmen students at a junior college (Yang, Chuang, and Chiou, 2009). They found that students who gave inflated self-estimate on their academic performance, labelled as having "positive illusion," have a high probability of lower achievement over the long term. Meanwhile this research will specifically compare students’ self-assessments on their English listening skill and English reading skill to their actual TOEIC Listening and Reading scores.

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Discussion A twenty-four item questionnaire was given to 97 students on February 12, 2018 attending ES 202 (English Communication for Aviation Business) and ES 302 taught by the researchers and were usually attended by sophomores and juniors in the Aviation Business major, respectively. The respondents totaled ninety-seven. (It would have been double the amount of respondents had one of the researchers not accidently lost about half the data while adjusting the online questionnaire to be administered to two other classrooms two days later). The questionnaire addresses twenty-four “can do statements” in which the respondents were asked to rate or self-assess their ability in five areas: listening (5 statements), reading (5 items), speaking (4 items), writing (7 items), and information search skill (3 statements). The tables below summarize the respondents’ scores from their self- assessment and the TOEIC (Listening and Reading). Junior Sample Self-Assessed English Skills Mean SD LISTENING 3.094 3.258 READING 3.048 3.496 SPEAKING 3.0775 2.526 WRITING 2.88 4.872 INFORMATION SEARCH 3.216 2.583

TOEIC SCORES Mean SD LISTENING 168.04 50.061 READING 110.65 37.515 (n = 46) Sophomore Sample Self-Assessed English Skills Mean SD LISTENING 3.232 6.34 READING 3.22 6.45 SPEAKING 3.15 5.20 WRITING 3.03 9.09 INFORMATION SEARCH 3.25 3.96

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TOEIC SCORES Mean SD LISTENING 173.33 43.551 READING 105.59 31.963

(n = 51) As can be seen, the self-assessed scores for each of the five skill groups, except for writing, asked in the questionnaire hover around 3, meaning that junior respondents claimed all their skill sets were “average,” “doable at the sufficient level,” or “acceptable level.” They admitted that their writing ability is a bit less than acceptable. Their TOEIC Listening and Reading combined scores average out to an A2 CEFR level (commonly referred to as the “high beginner’s). On the other hand, the sophomore respondents were bolder, assessing their skills as 3 or average across the five skills areas asked in the questionnaire. Like the junior group, the sophomore respondents’ average combined TOEIC scores for Listening and Reading put them also at an A2 CEFR level.

Conclusions The results discussed demonstrates that the commonly held belief that a self- assessment is as accurate as one done with a standardized test does not hold up. This research has the implication for foreign language instructors to take heed of the inaccuracy of self-assessment as a tool to evaluate students’ level of communicative skill proficiency as self-assessment are likely to be overinflated compared to more objective assessment instruments such as standardized test and instructor’s feedback of those students’ course performance.

References [1] Mu-Li Yang et al. (2009). Long-Term Costs of Inflated Self-Estimate on Academic Performance Among Adolescent Students: A Cast of Second-Language Achievements. Psychological Reports. Vol. 105, pages 727-737.

Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Social Sciences, May 2018, page 574-583 www.iseec2018.kbu.ac.th The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

The Application of the Computer-related Crime Act (No.2) B.E. 2560 (2017) to Protect Children in the Digital Age from Being a Victim of Cyber-grooming Kanathip Thongraweewong1 Associate Professor of law, Director of Digital law Institute , Kasam Bundit University, E-mail: [email protected]

ABSTRACT This paper examines cyber-grooming from a legal perspective by analyzing its process resulting in the division of behavior into three main stages: 1) assessing risk and selecting a victim, 2) building a relationship to gain trust, and 3) committing sexual activities. Consequently, the paper analyzes the application of Thai’s computer crime laws to behaviors in each stage. In addition, the comparative analysis between Thai’s and related foreign laws, including the U.K., the U.S., and South Africa, is conducted in each stage. The results of analysis indicate that although the newly amended Computer-related Crime Act (No.2) B.E. 2560 (2017) provides the specific section of sexual content in section 14 (4), this section has limitations in applying to cover the activities of cyber-grooming, e.g., the “publicly accessible” elements, which make this law inapplicable to sexual communication to a child through a private online chat. In contrast, several countries have enacted a specific offence relating to cyber-grooming, which can be applied to both physical and computer-related channels of communication. Consequently, the author suggests the amendment of this section to efficiently protect a child from being a victim of cyber- grooming.

Keywords: Cyber-grooming, Online-grooming Law, Cyber Law, Child Protection Online

1. Introduction Cyber-grooming is described as activities involving the communication with a child to create an emotional connection to gain his or her trust for the purposes of sexual abuse. This activity expands comprehensively through the use of social media and chat applications in the digital age. It is a fact that there is no universally accepted definition of cyber-

575 Kanathip Thongraweewong / Proceeding – Social Science (2018), page 574-583 grooming and laws relating to this crime; they vary depending on domestic law which is different in scope and element. As for Thai law, there is no specific law on cyber-grooming. The relevant law which can be applied is the Computer-related Crime Act. (The analysis of other laws in Thailand, such as the criminal code, is beyond the scope of this paper.) However, this law is not enacted exclusively for this behavior leading to the problems of application in terms of scope and element. However, several countries have enacted specific offence to cover this behavior. Thus, this paper will start with examining the general meaning of cyber-grooming. Then, related foreign laws will be discussed. Next, the paper will classify cyber-grooming into stages or steps in order to analyze the application of laws to each stage with comparative analysis to the related foreign laws.

2. General meaning and characteristics of “cyber grooming” There is still no universally accepted term of “cyber or online-grooming.” However, the term “cyber-enticement, solicitation, and online grooming” are commonly used collectively or interchangeably to describe “communications made by adults through the use of ICT’s for the purpose of sexually abusing or exploiting minors” [1]. Sexual solicitation may also refer to a “request to engage in sexual activities or sexual talk or give personal sexual information that is unwanted, whether wanted or not, made by an adult” [2]. Grooming can be considered as conduct that takes place as part of cyber-enticement or prior to solicitation. It refers to a series of actions that facilitate cyber-enticement or solicitation deliberately undertaken with the aim of befriending and establishment of an emotional connection with and gaining the trust of a child in order to lower the child’s inhibitions in preparation for sexual activity with the child [3]. INHOPE Association defines online-grooming as “actions deliberately undertaken with the aim of befriending and establishing an emotional connection with a child in order to lower the child's inhibitions in preparation for sexual activity with the child” [4]. Then, cyber-grooming can be generally described as a series of actions through the use of computer-related communication with the intention of sexually abusing a victim who is a minor.

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3. Legal approach to criminalize cyber-grooming From a legal perspective, there is still no universally accepted term of “cyber- or online-grooming.” The element of laws is different depending on the approach of each country. This part will examine relevant foreign laws in order to make a comparative analysis to Thai laws. U.S. Laws: In the U.S., there is no federal law regulating or criminalizing “cyber- grooming.” However, several states have enacted laws to criminalize this behavior. Although the names of offence and element of such laws vary depending on the laws of each state, they cover behavior which can be generally described as “electronic solicitation or use of a computer for the purpose of luring children for sexually exploitive purposes.” Examples of state laws are as follows: Kentucky law provides offence referred to as “Unlawful use of electronic means originating or received within the Commonwealth to induce a minor to engage in sexual or other prohibited activities.” The main element is “… knowingly use a communications system, including computers, computer networks, …or any other electronic means, for the purpose of procuring or promoting the use of a minor, ... for any activity…” (Kentucky Revised Statute, Section 510.155) (activities in violation of state’s law, such as engaging in sexual activities, producing child pornography, etc.). Ohio provides offence referred to as “Importuning.” The main element of this law is “... No person shall solicit a person who is less than thirteen years of age to engage in sexual activity with the offender, whether or not the offender knows the age of such person …” (Ohio Revised Code, Section 2907.07). Washington provides offence referred to as “Communication with a minor for immoral purposes.” The main element is “... a person who communicates with a minor for immoral purposes, or a person who communicates with someone whom the person believes to be a minor for immoral purposes is guilty of a gross misdemeanor ...” (Revised Code, Section 9.68A.090). Texas law provides offence referred to as “Online Solicitation of a minor.” The main element is “A person commits an offence if the person, over the Internet, by electronic mail or text message or other electronic message service or system, or through a commercial online service, knowingly solicits a minor to meet another person, including the actor, with

577 Kanathip Thongraweewong / Proceeding – Social Science (2018), page 574-583 the intent that the minor will engage in sexual contact, sexual intercourse, or deviate sexual intercourse with the actor or another person” (Texas Penal Code, Section 33.021). Although the name and element of state laws come in a variety of forms, there are three common elements [5] consisting of: 1) to use a computer or similar device, 2) to contact a person whom he knows or believers to be a minor, 3) to solicit, encourage, entice, or lure him or her, 4) for the purpose of engaging in sexual activity in violation of a state laws. Consequently, “cyber-grooming” in the U.S. law can be studied by considering the common elements as mentioned. The EU laws: According to the EU law, cyber-grooming is referred to as “solicitation of children for sexual purposes” (Article 6 of Directive 2011/92/EU). This behavior means “solicitation of children for sexual purposes” and refers to the intentional proposal, through information and communication technologies, by an adult, to meet a child who has not reached the age of majority under domestic law, for the purpose of committing sexual abuse of producing child pornography where this proposal has been followed by material acts leading to such a meeting. The U.K. law provides the specific offence of “sexual communication with a child,” stating that “A person aged 18 or over (“A”) commits an offence if (a) for the purpose of obtaining sexual gratification, “A” intentionally communicates with another person (“B”), (b) the communication is sexual or is intended to encourage “B” to make (whether to “A” or to another) a communication that is sexual, and (c) “B” is under 16 and “A” does not reasonably believe that “B” is 16 or over. (Sexual Offences Act 2003, Section 15 A (1)). In addition, this law provides a separate offence for meeting a child following sexual grooming. The element is “A person aged 18 or over (“A”) commits an offence if -- (a) “A” has met or communicated with another person (“B”) on one or more occasions and subsequently-- (i) “A” intentionally meets “B”, (ii) “A” travels with the intention of meeting “B” in any part of the world or arranges to meet “B” in any part of the world, or (iii) “B” travels with the intention of meeting “A” in any part of the world, (b) “A” intends to do anything to or in respect of “B”, during or after the meeting mentioned in paragraph (a) (i) to (iii) and in any part of the world, which if done will involve the commission by “A” of a relevant offence, (c) “B” is under 16, and (d) “A” does not reasonably believe that “B” is 16 or over (Sexual Offences Act 2003, Section 15).

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South Africa has also enacted laws to explicitly cover “online-grooming” by criminalizing a person who (Article 18, Sexual Offences and Related Matters Amendment Act of 2007) - … commits any act with or in the presence of “B” with the intention to encourage or persuade “B”... to (i) perform a sexual act with “A” or a third person (‘‘C’’) (ii) perform an act of self-masturbation in the presence of “A” or “C” or while “A” or “C” is watching (iii) be in the presence of or watch “A” or “C” while “A” or “C” performs a sexual act or an act of self-masturbation (iv) be exposed to child pornography or pornography… - … arranges or facilitates a meeting or communication with “B” by any means from, to, or in any part of the world, with the intention that A will commit a sexual act with “B” - … having met or communicated with “B” by any means from … with the intention of committing a sexual act with. Contrary to foreign law which enacted specific laws on cyber-grooming, there is recently no specific offence of cyber-grooming in Thailand. The relevant law which can be applied is the Computer-related Crime Act (No.2) B.E. 2560 (2017) of Thailand which provides content-related offence including “pornographic content” with a broader scope covering both adult and child pornography (Section 14 (4)). Although there is no specific offence of cyber-grooming in this Act, Section 14 (4) could be a relevant offence leading to the main question whether such Section could be applied in the case of cyber-grooming, which will be discussed in the next topic.

4. A comparative analysis of applying the Computer-related Crime Act and foreign laws to “cyber-grooming” Due to the fact that “grooming” has different meaning and scope without universally- accepted definition, several researchers studied this behavior as a process by classifying into sub-behavior or series of stages [6]. However, it is difficult to make a model for describing the process of this behavior [7], especially for online-grooming due to the high level of variance in the process [8]. In addition, the classifying of this behavior into process could have limitations due to the difficulties in defining the beginning and the end of each stage [9]. In a legal perspective, the classification of grooming into relevant stages is necessary for analyzing the application of relevant law to each stage, especially in the case of Thailand, where there is no specific law on grooming. Hence, this part of the paper will classify “cyber-

579 Kanathip Thongraweewong / Proceeding – Social Science (2018), page 574-583 grooming” into stages and conduct an analysis of applying the Computer Crime Act to each stage. Stage 1: The risk assessment and selection of a victim. In this stage, the perpetrator uses several factors to select a victim; for example, physical characteristics, the appearance or attractiveness [10], family situation such as living without adult supervision or family with problems such as marital discord or violence, psychological characteristics, e.g., low confidence which implies vulnerabilities [11]. In addition, the perpetrator will assess the risk for being arrested [12]. According to the Computer Crime Act, risk assessment by analyzing relevant factors is not an offence. With regard to the selection of a victim, the information searching process is not illegal provided that there is no “illegal access” of computer data. For example, searching the profile of a victim via social media, which is accessible to public or other public available data. This stage could violate the Act when the perpetrator gains access to data that need specific authorization. Comparing to foreign laws, specific offence on grooming does not have element to cover this stage. Stage 2: Relationship building or befriending. This can be regarded as the central role in the grooming process because the perpetrator will gain trust and confidence from the victim [13] which can be accomplished by several ways in order to “befriend,” e.g., as giving gifts or sharing secrets [14]. Some scholars have referred to this stage as the “exclusivity stage” [12]. However, these steps can be subdivided into “gaining access” to the child involving communication between perpetrator to victim in order to separate them from other adults or environment, e.g., offering a ride, invitation to a party, or offering drugs or alcohol [9]. However, this is not limited to physical separation but also include isolating a victim emotionally from those around them [15]. Based on the Computer Crime Act, the communication to build relationship can be divided into two types. Firstly, communication via telephone or a physical channel shall not be deemed as computer crime. Secondly, communication through computer channels could be regarded as “input data” according to Section 14. However, illegal computer data in Section 14 shall be limited to “false or fake computer data.” Thus, general conversation to befriend the other may not be illegal. Despite the fact that such content is fake or false, Section 14 (1) requires that the data could potentially harm the public. Thus, building a

580 Kanathip Thongraweewong / Proceeding – Social Science (2018), page 574-583 personal relationship between perpetrator and victim could not be deemed as causing harm to the general public. Comparing to foreign laws, specific laws on grooming can be applied to the communication stage. However, mere relationship-related content could not be sufficient due to the element of offence in some countries that requires that content shall relate to “sexual communication,” such as the law of the U.K. Under the U.S. law, the content should involve inviting to sexual activities. Similarly, South Africa law requires that grooming content should include the invitation to meet or pornography. Although Australian law is broader including “indecency content,” which is not limited to sexual content, mere relationship building could not be deemed as “indecency.” Furthermore, intention to have sexual activity with the victim is a critical element in foreign laws. Stage 3: Sexual stage [12] which is evident in the escalation of physical contact in order to prepare the child for the sexual contact later. The perpetrator may start with accidental touch or other methods, such inviting the victim to play games, swim in the nude, or show pornography [14]. Some scholars have referred to this stage as “desensitizing the child to touch” [16]. According to the Computer Crime Act, this stage can be divided into two types. Firstly, the physical act of sexual exploitation such as rape or sexual assault which is irrelevant to the Computer Crime Act. Secondly, sexual activities relating to computer-related communication will be under the scope of this Act. In principle, section 14 (4) covers the input of “pornographic computer data;” hence, communicating data which is pornographic will be covered by this section. However, the main limitation of this section is that the pornography must be “publicly available,” e.g., posting a video on YouTube which can be accessed by the general public but does not include posting images or video via chat applications between two persons. Thus, this Section cannot be applied to cyber-grooming, which is commonly related to the targeted victim by personal communication, e.g., the perpetrator induces a child to send his or her nude image via chat applications or private communication which is not publicly accessible. In addition, the Computer-related Crime Act does not cover “cyber extortion” where the perpetrator coerces someone to do something online provided that the content of coercion does not relate to “false, fake, or distortive content.” Thus, this law cannot be applied to the case of cyber-grooming where the perpetrator coerces a child to engage in or

581 Kanathip Thongraweewong / Proceeding – Social Science (2018), page 574-583 demonstrate sexually related activities online, e.g., coercing a child to perform sexual activities, masturbation, or to submit them to a nude image, etc. Comparing with foreign laws, the offence of online grooming covers the activities in this stage due to the fact that the main element of laws includes “sexual content” in the communication. This is evident in the U.S law which prohibits content inviting a child to participate in sexual activities, the U.K. law which criminalizes “sexual communication,” as well as South Africa law which prohibits content inviting a child to meet with sexual purpose or content involving pornography.

5. Conclusions Due to the fact that the definition and scope of cyber-grooming vary according to the laws of each country, this paper classifies this behavior into three stages and conducts legal analysis by comparing with foreign laws for each stage. The result of comparative analysis indicates problems relating to the application of the Computer-related Crime Act (No.2) B.E. 2560 (2017) to cover the whole process of cyber-grooming which comprises a series of different stages. In certain stages, Thai laws share similarities with foreign laws that cannot be applied, i.e., victim selection and risk assessment. However, in certain stages, Thai laws cannot be applied sufficiently while foreign laws can be applied. Consequently, the author suggests the amendment of this section to efficiently protect a child from being a victim of cyber-grooming by using foreign laws as a model to enact new specific offences without limitation as discussed above.

Acknowledgement The author would like to thank Kasem Bundit University for the sponsorship of this paper in this conference.

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References [1] United Nations Office on Drugs and Crime (UNODC). (2015). Study on the effects of new information technologies on the abuse and exploitation of children. New York: United Nations. [2] Ethel Quayle, Lars Lööf, Kadri Soo, and Mare Ainsaar. (2011). “Methodological issues”. In: Online behavior related to child sexual abuse. Mare Ainsaar and Lars Lööf. Literature Report. [3] Alisdair A. Gillespie. (2002). “Child Protection on the Internet Challenges for Criminal Law”. Child and Family Law Quarterly. Vol. 14(4): 411-425. [4] INHOPE Association. (2018). Online Grooming. Retrieved: March 25, 2018; URL: http://www.inhope.org/gns/internet-concerns/overview-of-the-problem/online - grooming.aspx. [5] Julie S. Stanger. (2005). “Salvaging States' Rights to Protect Children from Internet Predation: State Power to Regulate Internet Activity Under the Dormant Commerce Clause”. Birmingham Young University Law Review. Vol. 2005(1): 190-226. [6] Benoit Leclerc, Jean Proulx, and Eric Beauregard. (2009). “Examining the Modus Operandi of Sexual Offenders Against Children and Its Practical Implications”. Aggression and Violent Behavior. Vol. 14(1): 5-12. [7] Andy Williams. (2015). “Child Sexual Victimisation: Ethnographic Stories of Stranger and Acquaintance Grooming”. Journal of Sexual Aggression. Vol. 21(1): 28–42. [8] Helen C. Whittle, Catherine E. Hamilton-Giachritsis, and Anthony R. Beech. (2015). “A Comparison of Victim and Offender Perspectives of Grooming and Sexual Abuse”. Deviant Behavior. Vol. 36(7): 539–564. [9] Jamie-Lee Mooney and Suzanne Ost. (2013). “Group Localised Grooming: What Is It and What Challenges Does It Pose for Society and Law?”. Child and Family Law Quarterly. Vol. 25(4): 1–20. [10] Michele Elliott, Kevin Browne, and Jennifer Kilcoyne. (1995). “Child Sexual Abuse Prevention: What Offenders Tell Us”. Child Abuse and Neglect. Vol. 19(5): 579–594. [11] Loreen N. Olson, Joy L. Daggs, Barbara L. Ellevold, and Teddy K.K. Rogers. (2007). “Entrapping the Innocent: Toward a Theory of Child Sexual Predators’ Luring Communication”. Communication Theory. Vol. 17(3): 231–251. [12] Jonathan Clough. (2015). Principles of Cybercrime. Cambridge University Press.

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[13] Carla Van Dam. (2001). Identifying Child Molesters: Preventing Child Sexual Abuse by Recognizing the Patterns of Offenders. Binghamton, NY: The Haworth Press. [14] Anne-Marie McAlinden. (2006). “Setting ‘em up’: Personal, Familial and Institutional Grooming in the Sexual Abuse of Children”. Social & Legal Studies. Vol. 15(3): 339–362. [15] Kenneth V. Lanning. (2010). Child Molesters: A Behavioral Analysis for Professional Investigating the Sexual Exploitation of Children. Fifth edition. National Center for Missing and Exploited Children. [16] Georgia M. Winters and Elizabeth L. Jeglic. (2016). “Stages of Sexual Grooming: Recognizing Potentially Predatory Behaviors of Child Molesters”. Deviant Behavior. Vol. 38(6): 724-733.

Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Social Sciences, May 2018, page 584-596 www.iseec2018.kbu.ac.th The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

The Identity Study of Religious Architecture to Promote Route of Cultural Tourism: A Case Study of Bangkhen District, Bangkok Attayanan Jitrojanaruk1, Pattra Surbsiri2, Monton Janjamsai3, Buncha Buranasing4 1,2,3,4Faculty of Industrial Technology, Phranakhon Rajabhat University, E-mail: [email protected], [email protected], [email protected], [email protected]

ABSTRACT The objectives of the current study were: 1) to gather the information relating to the religious place architectures as the local database 2) to examine the identities of religious place architectures as the guidelines for cultural tourist route planning, and; 3) to propose the local cultural tourism framework as the management model for other destinations. The research found that Bangkhen District has the potential elements to attract tourists. The elements included the identity of the religious architecture, convenience of transportation, several activities and so on. Therefore, this study proposed a route of cultural tourism which can create a guideline for stakeholders to develop as a route of cultural tourism in the future.

Keywords: Identity, Religious Architecture, Cultural Tourism

1. Introduction The changes and advancements in information technology have enabled more convenient and faster communication. The physical development of the city is evident from the transformation in the construction of buildings both in the residential and public buildings. The purpose of the modern construction is based on the space utilization. Higher buildings have been built to accommodate the increasing population density. The developments are aimed toward modernity and focused on the industrial development. The transformation of the city has occurred in many countries worldwide, including Thailand. According to the research of Worldbank, Bangkok urban area grew from 1,900 square kilometers to 2,100 between 2000 and 2010, making it the fifth-largest urban area in East

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Asia in 2010, larger than megacities such as Jakarta, Manila, and Seoul [1]. The district has undergone advancement toward modernity through the development of public services , especially the transportation which resulted in the material prosperity along the established path of transportation. This is especially true for the existence of skytrain rails which allowed the development of many real estate areas such as condominiums, housing estates, department stores, etc. These real estate developments directly and indirectly affect the residents in the areas. The current situation in Thai society is changing both the way of life and ideas in the substantial different courses. These were due to the economic, political, social and technological factors which are constantly derived from many different cultures and societies. Through "The Identity Study of Religious Architecture to Promote Route of Cultural Tourism: Case Study of Bangkhen District, Bangkok", changes in the condition of the area within Bangkhen District due to the urban planning policy which stipulated the residential area commercial area and the government offices have been discovered. It is the fourth largest district in Bangkok [2].

Figure 1 Bangkhen District area (Black Color) Source: http://bangkoklibrary.com/content/73-map-bang-khen-district-bangkok-thailand [3]

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Moreover, there are plans to develop the construction of the BTS skyline including the Pink Line (from Minburi, Bangkok to Nothaburi Civic Center) and BMA Grey Line (from Vatcharapol to RAMA IX Bridge) etc. as well as cycling routes which are the characteristics of ecotourism and thus created the perfect combination between the diversities of the community and the original community. In the area of Bangkhen District, there are significant Buddhist religious places as the venue for local activities which include both royal monastery and private monastery. These temples are centers of faith in the area. Therefore, this study is necessary in order to acquire knowledge in such areas or places with significant historical and cultural attributes that can tell stories in social development. The narration of social and human development through history as a result of cultures, knowledge and the valuation of society is also required. Architecture is a part of a valuable culture that can reflect both aesthetics and utilization. It can perfectly reflect the state of life and lifestyles of the people in each generation [4] and promote sustainable development which focuses on the potential enhancement for the people in society to acquire knowledge, skills, perspectives and preferences in order to encourage learners to seek for and live in accordance with principles of sustainable development through cultures which serve as a link between the society and community which will lead to better quality of life [5].

2. Objectives 1. To gather the information relating to the religious place architectures as the local database; 2. To examine the identities of religious place architectures as the guidelines for cultural tourist route planning, and; 3. To propose the local cultural tourism framework as the management model for other destinations.

3. Scope of the study 1. Geographical scope The study has been conducted in four temples located in Bangkhen District (the researchers use an area-based research in accordance with the philosophy of Phranakorn Rajabhat University which served for local development) including Wat Phra Si Mahathat

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Woramahawihan temple, Wat Bang Bua temple, Wat Tri Rattanaram temple and Wat Siriphong Dhamma Nimit temple. 2. Quantitative scope There was the examination for temples’ main building including other significant building in four temples including Wat Phra Si Mahathat Woramahawihan temple, Wat Bang Bua temple, Wat Tri Rattanaram temple, and Wat Siriphong Dhamma Nimit temple by surveying the areas as well as in-depth interviews with the relevant individuals.

4. Methodology This study has applied the methods of survey, quantitative and qualitative study through the following steps: 1. Examining the related documents, analyze the primary data, history and general information of the temple in the area of Bangkhen district and study the characteristics of buildings in religious places by using the methods of survey and documentary research; 2. Seeking the guidelines for cultural tourism planning through quantitative study including the in-depth interviews with associated agencies such as abbots or temple’s committee of four temples, officer of Bangkhen district office also using a focus group discussion with experts to acquire opinions; 3. Analysis of possibilities, benefits, challenges, and suggestions as the basis for cultural tourism in the area; 4. Summarization of findings from the study of architectural identities of religious places to promote cultural tourism routes, Case Study: Bangkhen District, Bangkok.

5. Findings Culture is associated with the relationship between culture and values in the judgement of various matters. Culture is changeable and varied depending on each generation and society. Value is thus a relation and the production and tradition of the society which are constantly transforming without any certainty [6]. Culture is, therefore, the indication of nation's prosperity and accomplishments. Architecture is a part of a culture as the physical exhibition which is tangible and learnable. It can also express and indicate both

588 Attayanan Jitrojanaruk et al. / Proceeding – Social Science (2018), page 584–596 the individual and the nation which will produce a relationship to the perception of people in society and enable the everlasting value of the certain place. From this aspect, architectural work has, therefore, an impact on the identity of the area, as Seri Phongpit has defined "identity" as the recognition of ourselves and how we are different from others as well as what are our identities and specific characteristics, and who we are from others' perspectives. ([7]. Geographically, the identity of the area is essential in identifying the place because the identity of the place originates from recognition or recall of such places with distinct uniqueness, which distinguish one place from others and allow the people to recognize the identity of the area observed or recalled. Particularly, the physical condition of the area which provides its identity such as buildings, architectures, and trees which have been existing in the certain area for a long time without any alterations[8]. Therefore, the perception of people as a result of areas' uniqueness has given rise to the subset of tourism called "Cultural Tourism".

PHYSICAL IDENTITY OF PERCEPTION

ACTIVITY PLACE

ARCHITECTURE

CULTURAL TOURISM

Figure 2 Relationship of identity and place

Cultural Tourism refers to tourism concerned with traveller’s engagement with architecture and norms related to cultures such as castles, palaces, temples, antiquities, customs, traditions, lifestyles, etc. which represent the prosperity that has undergone

589 Attayanan Jitrojanaruk et al. / Proceeding – Social Science (2018), page 584–596 development to suit the living environment of individuals in each period. Visitors will get to know the history, beliefs, views, and ideas, including the preferences of people in the previous times which have been inherited by the people of the current generation and so forth [9]. Following the in-depth interviews with abbot and/or the temple’s committee from the four temples, the outstanding Buddhist religious places which are the temples’ identity have been selected as follows; 5.1) Wat Phra Sri Mahathat Woramahawihan temple: The Pagoda

Figure 3 The Pagoda of Wat Phra Sri Mahathat Woramahawihan temple The Pagoda of Wat Phra Sri Mahathat Woramahawihan temple is a pagoda that contains Buddha's relics. The pagoda has been designed by Priest Phrom Phichit in 1941. It is an architecture built with reinforced concrete as part of Wat Phra Si Mahathat Bangkhen’s construction. The temple has been built after Thailand’s democratic revolution. Therefore, the architect “Priest Phrom Phichit” who designed this pagoda created a new characteristic of pagoda into the style of modern architecture. The pagoda has the following prominent features; 1. Simplicity through geometry-based design; 2. Massive and voluminous, the building represents a solid shape. Occasionally, there is the mass display of space against an opaque frame of structure; 3. Functional and rational, the building has definite functional purpose;

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4. Structural and materialistic expression; the structures and building materials are of genuine aesthetic. There are no disguises both in structure and texture. The reinforced concrete has explicitly exhibited itself and discoverable by the surface decoration. The design still maintain key elements of Thai traditional architecture as these elements are the main content of the architecture [10].

5.2) Wat Bang Bua temple: The Chapel

Figure 4 The chapel of Wat Bang Bua temple

The chapel of Wat Bang Bua temple was built on the ground with boundary marker of a temple indicated by heart-shaped stones. It is the style that is commonly seen. The chapel is in a solid style with the solid wall built around the building and spacing for doors and windows in each column range. The chapel is in the balcony-based style with rectangular shape and hut roof. The back and front of the balcony are in descended second projecting portico style to further envelope the balcony to the extent that allows portico atrium at the lower level of the balcony. The chapel was painted in pink as a tribute to His Majesty King Bhumibol Adulyadej (Mahitalathibet Ramathibodi Chakkrinaruebodin Sayamminthrathirat Borommanatbophit).

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5.3) Wat Tri Rattanaram temple: The Sermon Hall

Figure 5 The sermon hall of Wat Tri Rattanaram temple

The sermon hall of Wat Tri Rattanaram temple is made of wood. The entire building is (originally consisted of wooden structures and components. The size of the hall is equal to eight-column chambers. The roof was built in bird's wing shape with extensive cover. The sermon hall of Wat Tri Rattanaram temple is in the atrium style, which does not have walls on all four sides but with the guardrail instead. It is about 80 centimetres tall and based on simplicity and affordability. Although the building has extensive roof cover, in order to provide protection against sunlight and rain, the window partition panels have been built around the building to prevent the interior building from sunlight and rain unlike the sermon halls of other temples which utilize the "exposed cover" ( which called Phar Tub Peai) as the building protection. 5.4) Wat Siriphong Dhamma Nimit temple: The Chapel The chapel of Wat Siriphong Dhamma Nimit temple was built on the ground with boundary marker of a temple indicated by heart-shaped stones. It has a style that is commonly seen in Thailand. The chapel is in a solid style with the solid wall built around the building and spacing for doors and windows in each column range. The chapel is rectangular-shaped. Inside the chapel, there is the establishment of principal columns to support the principal gable. The roof is made up of descending apses. The Palai pillars have been built around the chapel to support the surrounding eaves. The walls of the building are situated at the next columns to provide the sense of surrounding balcony.

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Figure 6 The chapel of Wat Siriphong Dhamma Nimit temple

The chapel of Wat Siriphong Dhamma Nimit temple is built in the style of second projecting portico. The building is rectangular-shaped in which the front and back extraction have been pulled out into a rectangular hall called the second projecting portico. The roof is covered in accordance with the shape of the higher elevated principal structure. The descended second projecting portico will have the lower roof level [11]. The chapel of Wat Siriphong Dhamma Nimit temple is, however, used only for the significant religious activities. While in usual times, the ground level of the chapel is the venue for religious ceremonies and activities. For this purpose, the chapel was raised about 3 meters above the ground, providing the ideal elevation in which people could easily enter the venue and handle various activities.

6. Conclusions All of the four religious places have their own identities which can easily be recalled and attract travellers to visit. Also, accessible transportation make it more convenient for people to come and see the religious architectures. Therefore, the findings indicated that the four religious places have a strong potential as cultural attractions of the Bangkhen District with competent fundamental elements for the development into qualified cultural attractions in accordance with the guidelines of the cultural attractions quality assessment which consisted of three dimensions: 1) the potential of tourist attraction, 2) the potential in handle tourism activities, and 3) the tourist management. The researchers have proposed

593 Attayanan Jitrojanaruk et al. / Proceeding – Social Science (2018), page 584–596 cultural tourist routes by integrating the traditional attractions with the four religious places to established interconnected routes which raise the awareness for Bangkhen district and its local cultural attractions which include 1) the Local Museum of Bangkhen; 2) the Thai House of Phranakhon Rajabhat University; 3) Wat Phra Si Mahathat Woramahawihan temple; 4) Wat Siripong Thammaimit temple; 5) Sathira Dhammasathan Dhamma Centre; 6) Thanommitr Market; 7) Wat Tri Rattanaram temple; 8) Wat Bang Bua temple; and 9) the flower garden project. The maps of these places are shown below;

Figure 7 The Map proposed the cultural tourist routes by integrating the traditional attractions with the four religious places Furthermore, not only the four religious places can integrate to support the cultural tourism route of Bangkhen district but also, as the UNESCO mentioned that culture is also a platform for social and economic development, they can develop urban communities, promote cultural and creative industries, and enhance of sustainability for local communities [12].

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7. Recommendations 7.1) Policy-related recommendations for Public Sector Management; 7.1.1) Cooperation between related organizations This study is the investigation of identities in religious places architectures as the guidelines for cultural tourist route planning in Bangkhen District. The key issue is the cooperation among the relevant sectors, whether public or private. The principal agency in charge is the Bangkhen District Office, whose role is the leading agency that should consider the establishment of effective collaboration to perform the essential tasks in developing their communities toward sustainability as well as environmental improvement. This could be made possible through the cooperation among the owners of the four religious places as the development model for the upcoming cultural tourist attractions.

To play a role in terms of

leading policy within the Communities within district and coordinating to district including Bangkhen District Office others agencies educational and private sectors (77 communities) also Cultural Council of Bangkhen district to Helping other agencies coordinated with people to use their area and in terms of stakeholder Communities within Temples distribute information to visiters

District

Figure 8 Cooperation between related organizations 7.1.2) The Budgetary concern The budget is another important issue to consider since Bangkhen District Office has not constantly allocated the budget for tourism. The issue is associated with the local Cultural Council. Therefore, the issue should be taken into account in order to establish the ongoing cultural tourism so that the project can be sustainable to benefit the local people in the future.

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7.2) Suggestions for further research. In order to accomplish the tangible outcomes for the cultural tourist route planning in Bangkhen District, the upcoming studies should be conducted in comparison of indicators used in the guidelines of the cultural attractions quality assessment to ensure the ideal results in which the District Office could integrate them for further efficient environmental development in the area.

Acknowledgement The researchers would like to thank Phranakorn Rajabhat University who supported the funding for this research. Also, Bangkhen District Officers and other organizations who sharing an information which are very useful for this study.

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References [1] Worldbank (2018) urbanization-in-thailand-is-dominated-by-the-bangkok-urban-area http://www.worldbank.org/en/news/feature/2015/01/26/urbanization-in-thailand-is- dominated-by-the- Retrieved May 10, 2017 from bangkok-urban-area [2] Information of Bangkhen District Retrieved May 10, 2017 from https://th.wikipedia.org/wiki/Bangkhen [3] Bangkhen District area Retrieved May 10, 2017 from http://bangkoklibrary.com/content/73-map-bang-khen-district-bangkok-thailand [4] Krairoek Pinkaew. (2013) Cultural Tourism. Retrieved September 15, 2017 from http://tourism-dan.1blogspot.com/ [5] UNESCO” (2017). Education for sustainable development. Retrieved August 4, 2017 from http://www.unescobkk.org/th/education/esd/about-esd/ [6] Preecha Changkwen. (editor) (2004). Humanities researches: Conclusion from humanities researches. Bangkok: Chula Press. [7] Seri Phongpit. (2014) One Hundred words you have to know. Bangkok: Phalungpunya Press. [8] Jititsak Thammapornpilad. (2015). Urban Design Basic. Bangkok: Chula Press. [9] Department of Tourism. (2014). Evaluation Guide for Quality Cultural Tourism. Bangkok: The War Veterans Organization of Thailand under Royal Patronage of His Majesty the King Press. [10] Somchart Joungsiriarruk. (2001). The Modernism style in Thai Architecture by Priest Phrom Phichit. NAJUA: Architecture, Design and Built Environment. Faculty of Architecture, Silpakorn University. Vol.17 [11] Somkid Jiratasanasakul. (2011). Temple, Chapel, Pagoda and Religious Architecture in Thailand. Bangkok: Museum Press. [12] UNESCO (2018). Cultural Heritage and Sustainable Tourism: Drivers of Poverty Eradication and Shared Prosperity Retrieved May 10, 2017 from https://en.unesco.org/news/cultural-heritage-and-sustainable-tourism-drivers-poverty- eradication-and-shared-prosperity

Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Social Sciences, May 2018, page 597-607 www.iseec2018.kbu.ac.th The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

Transportation Management Project for "GREEN PNRU" Pattra Suebsiri1, Attayanan Jitrojanaruk2, Monton Janjamsai3, Buncha Buranasing4 1,2,3,4Architecture Programme, Faculty of Industrial Technology, Phranakhon Rajabhat University, E-mail: [email protected], [email protected], [email protected], [email protected]

ABSTRACT Phranakhon Rajabhat University (PNRU) has the awareness to the environmental problem caused by transportation and it is concerned to fulfil the criteria to become a green university, in accordance to the requirements set by University of UI Green Metric World University Ranking. The aforementioned ranking platform established a benchmark recognized globally as indicative metrics on university commitment to six criteria: 1) setting and infrastructure; 2) energy management and climate change; 3) waste management; 4) water resources management; 5) environmental friendly transportation; and 6) environment and sustainable development education. Transportation Management Project is based on the criteria of “Environmental friendly transportation” which is the 5th criterion for green campus. In addition, the research has proposed to improve the existing transportation system to make it even more effective, as well as offering the design of environment transportation to meet their full potential usefulness. It encourages people such as university staffs, students, lecturers, and visitors to cooperate in creating a healthy environment that has lasting benefits.

Keywords: Transportation Management, Environmental Friendly Transportation, Green PNRU

1. Introduction Excessive energy consumption has contributed to environmental deterioration which has negative impacts to the environment. Hence, it has become an important issue in both Thai society and the world society. We are in sustainable development era, which is now popular and widely used in the civil society. The World Commission on Environment 598 Pattra Suebsiri et al./ Proceeding – Social Science (2018), page 597-607

Development Conference has announced that sustainable development has been recognized by all sectors for sustainable solutions. It is a development that meets the needs of modern humans and does not harm the future development of human beings in the future [6]. The principle of the sustainability concept has emphasized the importance of 3 dimensions – social dimension, economic dimension, and environmental dimension. The first dimension is the social dimension which focuses on improving the quality of life and the quality of education. It is aimed to help people achieve secured and healthy life. The second, the economic dimension, is a dimension that attaches importance to a stable economy. It is aimed to achieve quality and sustainable economic growth which has the ability to compete in world economics. It is also aimed to be a balanced economic development – a development that is not only concerned with the financial gains, but also with environmental concerns. For example, the economic growth that comes from the production process is the cost of products derived from the use of clean technology; hence, reducing waste and keeping the environment clean. The third dimension is the environmental dimension, which features the use of natural resources responsibly based on biodiversity that can minimize damage to the resources and may even preserve them in the same or near their original states. Sustainable development focuses on creating a balance of three dimensions explained in the preceding paragraph. However, facilitating change in attitudes to resource use is challenging and costly. Nevertheless, educational institutions are one organization that can integrate these three dimensions of sustainable development under the green university concept. Based on the Green University concept study, a well-managed university participates in the utilization of green space or land to use. Additionally, a green university should commit to environmental preservation and conservation, and reliant on energy- saving resources. Renewable energy not only improves the quality of life, but also more efficient in terms of safety for both life and property, and can also enhance the economic condition of the surrounding community [1]. Hence, the setting up of a green university environment is one of the key strategies because it is a factor that can bring sustainable development following the standard criteria. The internationally accepted criteria for qualifying as a green university is established by Green University of UI [5]. It set a benchmark recognized globally as indicative metrics for green university. The six criteria are1) setting and infrastructure; 2) energy management and 599 Pattra Suebsiri et al./ Proceeding – Social Science (2018), page 597-607 climate change; 3) waste management; 4) water resources management; 5) environmental friendly transportation; and 6) environment and sustainable development education. Currently, Thailand has five universities that have been ranked by UI Green Metric World University in 2010-2014, namely Chulalongkorn University (CU), Kasetsart University (KU: Bangkhen Campus), Thammasat University (TU: Rangsit Campus), King Mongkut's University of Technology Thonburi (KMITT), and Mahidol University (MU) [3,4]. Especially Mahidol University was ranked as Thailand’s first green university in 2012. It ranked 36th in the world, 11th in Asia and the 1st in Thailand to date (2012-2014). As Bangkok continues to develop, pollution has also worsened. Several parts of the city have been noted for its transportation-caused pollution including Chang-Wattana Road and Phaholyothin Road, nearby where Phranakhon Rajabhat University (PNRU) is located. Additionally, PNRU has also faced problems relating to traffic congestions as constructions of mass transportation infrastructures such as the sky-train pink-line (Chang-Wattana Road) and green-line (Phaholyothin Road) are on their peak. Hence, PNRU commits itself to become a green university to help mitigate transportation-related pollution inside the university premises and the surrounding areas. Transportation Management Project for “Green PNRU” is a research project aimed at bringing theory into practice by creating the "Green PNRU".

2. Research Objectives 2.1 To study the cooperation patterns To study the cooperation patterns of related sectors and the role of the participating community. Community sector pertained to PNRU. Institute of Education sectors was accountable for the Green University in Thailand which were ranked by UI Green Metric World University in 2010-2014. External sectors (e.g., professional associations involved such as The Engineering Institute of Thailand or EIT and Thai Green Building Institute or TGBI) was responsible for managing the environment for Green PNRU.

2.2 To study Transportation Management To study the transportation management process model using the International Green University standard. 600 Pattra Suebsiri et al./ Proceeding – Social Science (2018), page 597-607

2.3 To propose the practical guidelines on transportation management To study the practice guidelines in order to set up a Green PNRU environment from the process of the environmental friendly transportation and suggestions for appropriate model.

3. Methodology This research has applied the methods of survey, quantitative and qualitative study undertaking 8 steps. The process steps can be summarized and showed to the objectives listed in Table 1.

Table 1 Research Methodology consistent with research objectives Research process 8 Research operations Research objectives steps 1. Collaboration Introduction the research Transportation Management To study the cooperation patterns of Network among Project to become “Green University” in Exhibition on related sectors and the role of the community of PNRU, 24-26 February 2016 at The 2016 National Planning participating community (PNRU) and Institute of Education Conference Special Economic Zone: Planning and Design Institute of Education (Green University in sectors, and external at PNRU Thailand). sectors External organizations (professional associations involved) in managing the environment for green university. The Focus group collaboration has direction idea to become Green University from CU & KU

2. Survey Site & The research team explored and survey site in the PNRU To study the transportation management Collective Data area. The existing data onto transportation that will be process model using the International used in conjunction with the design. Green University standard. Green

601 Pattra Suebsiri et al./ Proceeding – Social Science (2018), page 597-607

Research process 8 Research operations Research objectives steps University Rankings (UI - Green Metric World University)

Phranakhon Rajabhat University (PNRU)

Mahidol University (MU) Collective data onto the case study of green university such as Mahidol University, Kasetsart University, King Mongkut's Institute of Technology Thonburi Chulalongkorn University and Thammasat University. 3. Data Analysis The researcher was the data analyst. Consisting of Information from 1,095 questionnaires. The results Kasetsart University (KU)

founded 97% transportation management in PNRU should be prepared and separate parking area (car, motorcycle, bicycle), 98% requested for walkway or pedestrian in PNRU.

Questionnaires from various aspect and in-depth King Mongkut's Institute of Technology interviews in research methods Thonburi (KMITT)

Chulalongkorn University (CU)

4. Synthesis and The research team has prepared a draft selection of Alternative Design, preliminary study areas to present the trilateral. Synthesis and Community sector area owner (PNRU) Institute Green Thammasat University (TU) Alternative University standardized education and outside Environmental Design. organizations took part in the parody. Design critique by the research team.

602 Pattra Suebsiri et al./ Proceeding – Social Science (2018), page 597-607

Research process 8 Research operations Research objectives steps

The Engineering Institute of Thailand (EIT)

Thai Green Building Institute (TGBI) 5. Present alternative Commenting on comments from relevant people. The To Study the environmental management design to the public tripartite is divided into three sectors: the community process model using national and hearing and critic sector, the area owner (PNRU). Sustainable University international green university standards. Network of Thailand and external professional To Study the cooperation model of organizations (EIT). related sectors and the role of the participatory community. Public hearing and criticism for preliminary design of the research including with Staffs, Lecturers, Students of PNRU and collaborations of representatives from MU, KU, KMITT, CU, and EIT

6. Develop a green The vice rector of PNRU participate the research with To study the practice guidelines. Setting design aspect of sustainable development as Social dimension, up a Green University Environment from Economic dimension and Environmental dimension. the process to the 3-Dimensional Equity (Design development to of Sustainability, taking into account the Green PNRU) benefits, obstacles, and suggestions for

603 Pattra Suebsiri et al./ Proceeding – Social Science (2018), page 597-607

Research process 8 Research operations Research objectives steps adopting the model.

7. Evaluation and Presenting the trilateral stakeholders is the community Conclusion sector, area owners. (PNRU). And external organizations The advantages of each group will be adjusted according

to the recommendations of the relevant representatives. 8. Summary and Evaluating the results of the whole process in action. Recommendations Environment project for stakeholders. That reflects the benefits, problems, obstacles, as well as suggestions for

further development.

4. Transportation Management

The paper present transportation management which is one of the 6 adopted criteria for being a green university as established by the green university of UI [5]. It is one benchmark Recognized globally as a criterion with indicative metrics for university commitment to environmentally friendly management. Overall, there are six criteria: 1) setting and infrastructure; 2) energy management and climate change; 3) waste management; 4) water resources management; 5) environmental friendly transportation; and 6) environment and sustainable development education. 4.1 Environmental friendly transportation

Phranakhon Rajabhat University (PNRU) has a total land area of 162 rai (259,200 m2), and the total number of the population is 17,776, comprising students, faculty members and staffs [2]. The survey found that the university has 1,231 parking units (14,925 m2) accounting for 5.75% of the total area. The number of vehicles coming into PNRU per day is 679 cars, 500 motorcycles, and 52 bicycles, totaling 1,231 units per day. The problems assessed are: 1) lack of enough motorcycle parking area; 2) use of the bicycles outside the designated 604 Pattra Suebsiri et al./ Proceeding – Social Science (2018), page 597-607 lanes; and 3) parking area is not enough based on increasing number of vehicles. Figure 1 exhibits the problem of limited parking area.

Figure 1 Problem of limited existing parking area

4.2 Transportation Management

The transportation management has proposed plan for pedestrian and bicycle commuters (see Figure 2). The main aim is to make it more conducive for walking and cycling by providing a pedestrian thoroughfare alongside cars without crossing the street. Along the pedestrian walkways and bicycle lanes, trees will be planted to provide shades and reduce the sunlight that hits the road surface, which reduces heat. Most of the sidewalks are 6.00 meters wide, but some are narrow depending on the location. Some sections are covered walkways and are 2.00 meters wide. The plan is designed to encourage students, faculty members, staffs, and even visitors to walk or bike, instead of driving. Biking is safe from cars, and the biking trails connect the buildings within the university. Also, the plan includes a bicycle parking area in front of the buildings to encourage greater use (see Figure 3). 605 Pattra Suebsiri et al./ Proceeding – Social Science (2018), page 597-607

Figure 2. Section of cover way-side and walk-bike lane

Figure 3. Scenario design of transportation management to become environmental friendly transportation “Green PNRU”

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5. Discussion and Conclusion

The operation of the transportation plan and budget allocation from the university are of significant concerns. It is important that the plan be supported through budget allocation. In order to achieve transportation management for Green PNRU, the cooperation among sectors and agencies as well as public users are needed. It has been found that transportation management of passage through Green PNRU is a necessity due to two main reasons: 1) there has been an increased use of personal vehicles such as cars and motorcycles by students, faculty members, and university staffs; and 2) there has been an increase in the use of personal vehicles such as cars, motorcycles of members of the general public who have access to campus roads for shortcut during rush hours. This adds to the carbon footprint of the campus. Therefore, the transportation management system proposes walkways and bicycle lanes. The policy “walkable-bicycle” promotes walking and using bikes for the benefit of everyone. PNRU should add the policy of transportation management into short-term management and long-term management. For the short-term management, PNRU should be concerned and be clear about the main budget of the university in adapting pedestrian walkways and bike lanes proposed in the plan. For the long-term management, PNRU should be concerned in educating all stakeholders of PNRU to adapt a green university as proposed.

Acknowledgement

First of all, let us express our gratitude to the National Research Council of Thailand that had given us research funding to conduct research at Phranakhon Rajabhat University (PNRU). The last but not least, we want to thank our research team and all of our academic colleagues for excellent collaboration and to PNRU which supports various activities of the research team, as well as external experts who provided comments, suggestions that are beneficial to this research to accomplish its purpose.

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References

[1] Buranasomphob, Trungjai, et al. (2003). Green and Clean Campus. Research Report. Silpakorn University. (in Thai)

[2] Bureau of Higher Education Standards and Quality, Phranakhon Rajabhat Universuty. (2017). Student Information-Graduate Education Report Academic Year 2017. Retrieved April 13, 2017 from http://pkweb.pnru.ac.th/qa/edu58.html

[3] Chulalongkorn University. (2017). Sustainability at Chulalongkorn University. Retrieved May 25, 2017 from http://www.green.chula.ac.th/index.html

[4] Mahidol University. (2017). Good Environment, Good Future: Division of Quality Development. Retrieved December 6, 2017 from http://www.qd.mahidol.ac.th/qd_green/ manualbook

[5] UI Green Metric. (2017) UI Green Metric World University Ranking. Retrieved May 25, 2017 from http://www.greenmetric.ui.ac.id

[6] WCED. (1987). The World Commission on Environment Development Conference. Retrieved September 15, 2017 from http://www.exteriores.gob.es/Portal/es/PoliticaExteriorCooperacion/.pdf

Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Sport Science, May 2018, page 608-621 www.iseec2018.kbu.ac.th The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

Acute Effects of A Complete Warm-up Program in Heat Acclimatization on Anaerobic Performance and Fatigue in Football Players Pornchai Leenoi1, Jaturabhuj Busara2 and Chadaphan Suwannate3 1,2,3Faculty of Sports Science, Kasem Bundit University, 60 Romklao Road, Minburi, Bangkok 10510 E-Mail: [email protected], [email protected], [email protected]

ABSTRACT The aim of this study was to investigate acute effects of a complete warm-up program in hot weather on anaerobic performance and fatigue index. Twenty-one male football players performed a warm-up session which consists of stretching and a warm-up program in two different conditions. The repeat sprint ability (RSA) was evaluation after a warm-up session with normal temperature (The 11+) or hot temperature (The 11+ HOT) condition a week apart. The statistic data showed that the percentage decrement score (%Decre) in The 11+ + HOT condition was lower than The 11+. The result was concluded that The 11+ HOT could improve %Decre performance in football players after a complete warm-up program or dynamic stretching under hot temperature.

Keywords: The 11+, Repeat Sprint Ability, Fatigue

1. Introduction In intermittent team sports, such as football (soccer), futsal, and rugby, players require highly physical fitness abilities. Football is well known as a popular team sport, often played in outdoor stadiums. There are combinations of anaerobic and aerobic abilities, such as sprinting, acceleration, jumping, and continuous running for extended periods. Heat production while playing football is produced from internal and external factor. An internal factor produces heat through chemical changes involved in muscular activity that is related to the exercise intensity; meanwhile, heat from the hot climate, humidity, and wind velocity (speed) are the external factors. Environment and exercise, especially heat stress, has been widely studied to examine the effects on football performance, with the rationale that 609 Pornchai Leenoi et al. / Proceeding – Social Science (2018), page 608–621 football is played in many different environments around the world and heat stress or/and environmental stress affect athletes’ performance. Previous studies reported that some competitive matches were played in challenging conditions where the temperature may exceed 30 degrees Celsius with a high relative humidity [36]. The environmental stress affects core and muscle temperatures that were high when compared with normal environment. In line with Nybo et al. [17] who investigated repeated sprint performances (3 x 30-m) with the 43 degrees Celsius (°C) temperature on fatigue parameters in football players. The results showed that sprint performances immediately after the matches and 48 h of post-match were impaired about 2% [17]. On the other hand, hot climate may cause an advantage for improved performances. Guy et al. [18] showed positive data of hot temperature affecting single-sprint performances. The analytical data from the 12 consecutive years with the top six of best running time in 100 m and 200 m competitive event showed that competition in the hot temperature (> 25 °C) had 2% better performance than the cool temperate conditions (< 25 °C). They argued that the hot temperature affects cross-bridge cycle rate as a result of muscle contractile adaptation, and a reinforcement with the fast rate of phosphocreatine (PCr) utilization from a main fiber expresses predominantly myosin heavy chain IIA. These were the mechanisms of muscle physiologic responses with hot temperature as a result of higher pedaling frequencies [19, 20].

A warm-up session is a recommended component before a workout. It affects central and peripheral physiologic responses, such as heart rate and skin temperature elevating. A warm-up session consists of different movements to simulate our human system that involves workout to be ready. An eleven-plus complete warm-up program (11+) is one of the warm-up variations that included jogging, jumping, stretching, strengthening, balancing, speed blend with change direction for improve awareness, and neuromuscular control that made the readiness condition for training or competitive matches [16]. During warm-up and stretching, it stimulates musculo-tendinous unit (MTU) stiffness which influences the transmit force that is generated from internal to the skeletal system [1, 2]. Additionally, dynamic stretching may enhance short-term performances on dynamic concentric external resistance [3], power [4], agility [4], vertical jump [5], electromyographic activity during a maximal voluntary isometric contraction (MVIC) [6], balance, [10] and sprint time [7, 12]. Mostly, dynamic stretching researches focused on dynamic concentric external resistance, power, agility, vertical jump, and sprint time which showed a positive effect. Yamaguchi et al. [3] 610 Pornchai Leenoi et al. / Proceeding – Social Science (2018), page 608–621 showed that dynamic stretching could increase the power output of 5, 30 and 60% of MVIC torque with leg extension greater than the non-stretching group. McMillian et al. [4] studied the effects of dynamic stretching on power (underhand medicine ball throw for distance and 5-step jump) and agility (T-shuttle run). The results showed that dynamic stretching could be significantly difference for control group, the better scores on underhand medicine ball throw for distance, 5-step jump, and T-shuttle run. Turki et al. [7] studied active dynamic stretching with different volumes on 10- and 20-m sprint test in male athletes. The results showed that dynamic stretching affected the reducing of sprint time on 20-m. They recommended that active dynamic stretching should not be performed to exceed three sets because it could induce acute fatigue and impair sprint time performance [7].

Increasing muscles core body temperature is essential to enhance performance because it affects the speed of nerve impulses, the sensitivity of nerve receptors, and the speed of a contraction allowing rapid and forceful muscle contractions [11]. There were studies of muscles core body temperature, and it was found that it was especially important with intermittent sport performance and our body responses according to Fletcher and Jones [8]. They investigated the different warm-up stretch protocols to 20-m sprint test. The results showed that dynamic stretch could reduce the duration on 20-m sprint test about 0.03-0.06 seconds, but static stretching showed the opposite extreme. They suggested that rehearsal of specific movement patterns that enhance the coordination of subsequent movement by pre-activated. It affects the switch from eccentric to concentric contraction rapidly as a result of producing power and decreasing sprint time [8].

The effects of warm-up and dynamic stretching were reported continuously, such as they can increase muscle core body temperature and the rehearsal of movement in a more specific pattern and affect anaerobic performance in training or match competition. However, fatigue during repeating anaerobic activity, anaerobic performance, and a complete warm-up program for dynamic stretching that could increase core muscle temperature [11] may positively affect the repeat sprint performance in Thailand with hot-humid climate that is in accord with Girard et al. 25], who suggested that the increase in core and/or muscle temperature may improve sprint or decrease fatigue performance via increased anaerobic metabolism. In addition, an increase in nerve conduction rates has been infrequently 611 Pornchai Leenoi et al. / Proceeding – Social Science (2018), page 608–621 investigated. On the other hand, repeated sprint performance and static stretching program were studied.

2. Materials and Methods 2.1 Experimental Approach to the Problem A randomized repeated measured experimental was designed to test the hypothesis that acute effects of a complete warm-up program with normal temperature (The 11+) or hot temperature (The 11+ HOT) condition affects repeat sprint ability (RSA) and percentage decrement score (%Decre) differently.

2.2 Subjects Twenty-one male football players of the Sports Science and Technology, Bangkok Thonburi University, Bangkok, Thailand, age 19.2 ± 0.7 years, resting heart rate 65.3 ± 3.6 beats.min-1, height 174.1 ± 5.5 cm, weight 64.8 ± 6.7 kg, body mass index 21.3 ± 1.7 kg.m-1, football experience 8.9 ± 2.6 years, VO2max 45.1 ± 4.1 ml/min/kg, regular training five times per week, no injury throughout three months priory to this study, participated in the study. A physical activity readiness questionnaire (PAR-Q) was used as a general health checkup tool.

2.3 Testing Procedures Subjects were divided into two groups (Group-A and Group-B) of 10 and 11 persons, respectively, by drawing lots. Group-A and Group-B performed two different stretching protocols on two nonconsecutive days (a week apart). Two different stretching protocols included The 11+ warm-up program with hot temperature protocol (35-38 degrees Celsius, The 11+ HOT) and The 11+ warm-up program with normal temperature protocol (25 degrees Celsius, The 11+). Stretching protocols for each group were randomized five minutes before the first testing. The 11+ HOT was performed in the main stadium that was outdoor in hot environment with, 35-38 degrees Celsius and The 11+ was performed at room temperature with 25 degrees Celsius. In 11+ HOT conditions, if the outdoor temperature was not in the range of 35-38 degrees Celsius, the experiment was set the next date. Repeat sprint ability test (RSA) was performed after warm-up at a laboratory room. There were three testing days (Day 1-3) for this experiment. Day 1st was used for subjects to be familiarized with the testing procedures, such as performing a minimum of trial and maximum oxygen consumption 612 Pornchai Leenoi et al. / Proceeding – Social Science (2018), page 608–621

nd th (VO2Max). Day 2 and Day 3 were set to test the effect of warm-up protocols. For example, on Day 2nd, Group-A was tested with The 11+ HOT, and Group-B was tested with The 11+, and then Day 3 was alternate. Before RSA, subjects were jogging with four minutes and resting with two minutes followed by The 11+ HOT or The 11+. Collected data were stretching protocols format (The 11+ HOT and The 11+) from Group-A and Group-B. For example, RSA result of The 11+ HOT was collected from Group-A and Group-B.

2.4 Warm-up protocols The 11+ warm up program consisted of 3 parts. Part one was jogging combined with active stretching and controlled after contacts with a partner. The running course included six to ten pairs of cones (depending on the number of players) about 30-40 meters. Part two consisted of six different exercises that included strength, balance, and jumping, each with three levels of increasing difficulty. For this study, level 1 to stretch was used. Final part was speed running combined with football specific movements with sudden changes in directions [16].

2.5 Repeat sprint ability test The purpose of RSA was to assess reduction in the maximal speed or fatigue. The RSA consisted of seven 30-m sprints (7 x 30m) separated by a 25-second active recovery period behind starting line and a wait for the next sprint. A hand-held stopwatch measured the time for the 25-second recovery. The sprint times were recorded by a hand-held stopwatch. Subjects stood 0.5m behind the start line before they started each sprint, starting from a standing position. Subjects were given strong verbal encouragement throughout all trials to ensure maximal effort. RSA was analyzed by four methods: a) the fastest sprint time (FST) among the sprints, b) average sprint time (AST) among sprints, c) total sprint time (TST), and d) percentage decrement score (%Decre) or fatigue which was calculated by TST that was divided from FST multiply with number of sprints. Then, the result was taken by obliterate 1 and multiply 100 [21].

Statistical analysis Before using parametric tests, the condition of normal variation was verified using the Shapiro–Wilk W-test. Acute effects of a complete warm-up program in heat acclimatization 613 Pornchai Leenoi et al. / Proceeding – Social Science (2018), page 608–621 on RSA performance in football players were determined by using pair t-test. All data were expressed as means ± SD. Significance was accepted at p< 0.05.

3. Results Results from RSA test were shown in Table 3.1. The data showed that there were no significant differences between the two conditions in FST, AST, and TST. However, the %Decre with The 11+ HOT was lower when compared with the 11+ condition. Additionally, Figure 3.1 showed the magnitude of %Decre in the bar graph display.

Table 3.1 Repeat sprint ability test (RSA). The data were mean ± SD. Repeat sprint ability test The 11+ The 11+ HOT Fastest sprint time, FST (s.) 4.26 ± 0.18 4.27 ± 0.22 Average sprint time, AST (s.) 4.60 ± 0.20 4.54 ± 0.22 Total sprint time, TST (s.) 32.21 ± 1.39 31.82 ± 1.54 Percentage decrement score 8.08 ± 3.25 6.51 ± 2.76* (%Decre) *p < 0.05 significant between The 11+ HOT vs The 11+

Figure 3.1 The %Decre, p < 0.05 was significant between The 11+ HOT vs. The 11+. The data were mean ± SD.

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4. Discussions This study investigated the acute effects of a complete warm-up program, applied to dynamic stretching, in a heat environment conditions on repeat sprint ability test (RSA) in football players. This investigation showed that a complete warm-up program in heat environment could significantly improve the %Decre of RSA performance at room temperature test (about 25.13 ± 0.12 °C, 34% humidity). Furthermore, results of a complete warm-up program in heat environment demonstrated that dynamic stretching could have a tendency to improve the FST, AST and TST of RSA performance.

According to previous research, the study found insignificant effect of a complete warm- up program in heat environmental on the FST of RSA performance. Bishop and Maxwell [23] and Backx et al. [24] reported similarly to our results and concluded that short sprint performance was not unduly affected by an active warm-up in heat environmental conditions. In contrast, some previous studies showed significant increases in peak power or short sprint following warm-up program [28]. So, previous investigations manipulated peak power or short sprint performance tests of 10s. to 20s. This is unlikely to explain the contradictory results as peak power or short sprint performance should occur in the 5s as this study. The most important thing in sprinting is from previous studies that investigated the effects of active warm-up or dynamic stretching on single sprint performance, rather than multiple sprint performance [23]. Possibly, a subconscious pacing strategy by participants during RSA determines the overall pacing strategy use during exercise by matching the rate of energy expenditure and the current energy reserves with the predicted energy cost of the exercise [34] to possibly affect multiple sprints interfering with the expected ergogenic effects of dynamic stretching on the FST of RSA performance. According to this study, it showed that the FST of RSA performance in The 11+ (25.13 ± 0.12 °C) and The 11+ HOT (38.88 ± 0.76 °C) were not different; therefore, subjects who were in The 11+ HOT might manage energy to be average peak power to seven sprints test, and dynamic stretching in heat environment did not fully affect to the FST of RSA performance in this study. Furthermore, Girard et al. [33] suggested that the FST of RSA performance or single sprint was failed reports because of the myriad of confounding external and internal factors, which was a lone or combination to influence the FST of RSA performance or single sprint. 615 Pornchai Leenoi et al. / Proceeding – Social Science (2018), page 608–621

An interesting observation in this study is the AST and TST of RSA performance that showed an improvement following a complete warm-up program in heat environment (not significant) in The 11+ HOT when compared with The 11+, agreeable with the results of previous that have significant increases in mean sprint performance [28, 30]. Falk et al. [28] investigated that heat (35 °C) could develop mean power in sprint performance. They explained that temperature elevations could improve the faster rate of phosphocreatine (PCr) utilization and greater anaerobic adenosine (ATP) turnover to affect a contractile adaptations of the muscles [19, 20] which would improve the AST and TST of RSA performance. Gray et al. [20] found that PCr and ATP content decreased significantly in all fiber types, with a greater decrease during the elevated condition (37.3 °C) in type IIA fibers than in the normal trial, which contributed to the higher maximal power output (20). Sargeant [26] reported that for every 1 °C increase in muscle temperature was a concomitant 4% increase in power output. According to this investigation, environment temperature while this study (38.88 ± 0.76 °C) might cause to elevate body temperature and improve average running speed trivially in The 11+ HOT. The potential of heat acclamation might affect a little improvement of the FST, AST and TST of RSA performance in The 11+ HOT because subjects were football players of the Faculty of Sports Science and Technology who trained four to six times/week at noon and late noon (35-39 °C). Therefore, subjects may get acclimated to the heat before this study. Castle et al. [27] investigated the 10-day acclimation period to reduce resting rectal temperature about 0.4 °C, increasing 2% in peak power output during sprint protocol in the heat. They concluded that heat acclimate could increase peak and mean power output [27].

The %Decre of RSA performance is a considerable performance in football which can identify a fatigue during match or race which reduces the maximal power output or speed developed rapidly after the first sprint and presented a significant enhancement (6.51 ± 2.76% vs 8.08 ± 3.25%) after a complete warm-up program in a heat environment conditions (The 11+ HOT, 38.88 ± 0.76 °C) when comparing with a complete warm-up program in room temperature (The 11+). A complete warm-up program may affect Post-activation potentiation (PAP) which is the important role of dynamic stretching. PAP is defined as an increase of the efficient muscles to product sub-maximal force after voluntary contraction that is produced by regulatory light chain (RLC) phosphorylation and increases the number of force-producing crossbridge under conditions of suboptimal Ca2 activation. It may 616 Pornchai Leenoi et al. / Proceeding – Social Science (2018), page 608–621 potentially increase the rate constant of crossbridge attachment. Needham et al. (12) reported dynamic stretching and dynamic stretching followed by eight front squats plus 20% body mass (DSR) to positively affect 20-m sprint test immediately, and three and six minutes after stretching protocol. They suggested that one of the possible mechanisms behind the enhanced sprint performance after dynamic stretching is PAP (12). An improvement in the %Decre of RSA performance was observed by Falk et al. [28], Lacerda et al. [35], and Girard et al. [25]. These investigators studied the effects of heat exposure on anaerobic or RSA performance to show that subjects who were tested in heat could increase 6-8% of power output higher in 35 °C compared with 22 °C and peak power output decreased 19.7 and 16.5% from sprint one to sprint 10 in 24 °C compared with 35 °C, respectively [25, 28, 35]. Girard et al. [25] suggested that the increase in core and/or muscle temperature has been proposed to improve sprint or RSA performance via decreased resistance muscle and joint, increased anaerobic metabolism, as well as an increase in nerve conduction rates. Nevertheless, a core temperature is not collected in this investigation. Although Fritzsche et al. [14] suggested that dynamic stretching can increase core temperature and heart rates during cardiovascular drift were strongly correlated. Generally, much research reported that the %Decre of repeat sprint (RS) performance (5x15s sprints with 15s of rest) in heat condition (40 °C) was impaired when core (~ 39.5 °C), and muscle (~ 40.2 °C) temperatures was simultaneously elevated as a result of 40 mins of intermittent cycling in heat [22]. Nybo et al. [17] studied competitive intermittent exercise in the heat effect to recovery and aggravating markers of muscle fiber damage during 48 h of recovery from a match played (90 mins.) in 43 °C and control match (90 mins.) in 21 °C. They found that RS performance was impaired by ~2% immediately after the matches because muscle glycogen levels were still depressed [17]. Girard et al. [33] suggested that high core temperature seemed to be a primary factor limiting RS performance in the heat by negatively influence the central nervous system function, which also negates the beneficial effect of a higher muscle temperature. However, this study showed that the %Decre of RSA performance in The 11+ HOT is better than The 11+ because of The 11+ HOT is warm-up in heat environment about 20-30 minutes to may cause core temperature elevations lower than 38.5 °C and enable the improvement of the %Decre of RSA performance in The 11+ HOT that across from Nybo et al. [17] and Girard et al. [9], who had a 90-109 minutes of active activity to induce declines in the %Decre of RSA performance. 617 Pornchai Leenoi et al. / Proceeding – Social Science (2018), page 608–621

Heat acclimation may be positive affected The %Decre of RSA performance of The 11+ HOT of the football players of the Faculty of Sports Science and Technology to practice at noon and late noon (35-39 °C) about four to six times/week, 10 weeks, more than The 11+. According to Sawka et al. [32], it was suggested that heat acclimation requires a minimum daily heat exposure of two hours combined with aerobic exercise, completing after 10 to 14 days of exposure. Moreover, chronic heat exposure increases high-intensity and endurance performance in the heat in team-sport populations [31, 32]. Heat acclimation may improve aerobic performance [32], a faster rate of PCr utilization [19], reducing H+ accumulation affecting to decrease The %Decre of RSA performance in The 11+ HOT than The 11+. In contrast, Ball et al. [19] studied power output in normal and heat environment. They found that a faster rate of fatigue when exercise was performed in the heat compared to the normal environment [19].

5. Conclusions The data obtained supported the hypothesis that a complete warm-up program under hot temperature in football players can improve anaerobic performance which is different from under room temperature.

A complete warm-up program under hot temperature can improve anaerobic performance distinctly in football players by elevating muscle temperature, and reducing the viscous resistance of muscle may be linked to the rehearsal of specific movement patterns.

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Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Sport Science, May 2018, page 622-631 www.iseec2018.kbu.ac.th The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

Real-time Wireless Physiological and Tactical Performance Tracking Technology in Futsal Vantana Subprasert1, Nutthaporn Awilai2, Chaiyasith Pavilas3, Boonsakdi Lorpipatana4 and Chalerm Chaiwatcharaporn5 1Deputy Dean for Administrative Affairs, Faculty of Sports Science, Kasem Bundit University, E-Mail: [email protected] 2Deputy Dean for Academic Affairs, Faculty of Sports Science, Kasem Bundit University, E-Mail: [email protected] 3Lecturer, Faculty of Sports Science, Kasem Bundit University, E-Mail: [email protected] 4Lecturer, Faculty of Sports Science, Kasem Bundit University, E-Mail: [email protected] 5Assistant Professor, Dean, Faculty of Sports Science, Kasem Bundit University, E-Mail: [email protected]

ABSTRACT The aim was to develop a real-time wireless tracking system both hardware and software for physiological performance heart rate monitoring and tactical movement tracing simultaneously for each player during a Futsal match. A Polar H7 heart rate monitor (H7) internal Bluetooth chip firmware was additionally programmed to transmit position information of wearer to nearby beacons and personal notebook computer. Four beacons placed at each corner of a futsal court were also programmed and calibrated to track locations of H7 worn by all players. Microsoft Visual Studio 2015 was used to develop “FUTSAL TRACKER” software to receive heart rate and location information wirelessly from H7’s worn by players and display simultaneously heart rate, position and movement of each player on the court. “KBU Futsal Tracker” system was successfully developed and tested with Kasem Bundit University Futsal team during their training and competition and won the 3rd prize in Sports Science Innovative Contest 2015 organized by Department of Physical Education, Ministry of Tourism and Sports and copyrighted in 2016.

Keywords: Physiological Performance, Heart Rate Monitoring, Location As A Service, Movement Trace, Tactical Performance

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1. Introduction

Futsal is a fast and demanding game requiring advanced Notational Analysis of Sport [1] with technological advanced tracking system covering all physiological, technical and tactical performance analyses towards excellence. From player performance perspective, elite players have superior shooting and passing skill and have greater sprinting and intermittent- running ability [2], yet affected by home-away situation as home advantage influence in Futsal and negative relationship with stronger teams [3], while reduction in running performance and neuromuscular fatigue do not affect the speed and accuracy of finishing kicks of the elite [4]. From coaching perspective, there are many technical and tactical coaching elements that both novices and experienced Futsal players should develop both individual and team aspects in attacking and defending [5], as game location and team quality are important in determining technical and tactical performances in matches [6] in an adaptive process [7] as observed by Team Sport Assessment Procedure (TSAP) [8], and that players are exposed to high intensity anaerobic activities during the game because of characteristic features of Futsal [9]. Therefore overall performance analysis requires physiological, technical and tactical characteristics of individual player and team aspects to be dynamically observed and tracked simultaneously in an accurate manner to achieve excellence in Futsal. From sports technology points of view, the most effective and the least intrusive method of real-time monitoring physiological conditions of players during competition is wireless heart rate monitoring, while technical and tactical performance of players is observed, tracked and analyzed via video analysis. However heart rate monitoring alone lacks tactical movement information while video monitoring alone lacks real-time physiological information. So this project aimed to join the missing link to develop a system that can satisfy sports scientists, coaches and Futsal players in providing real-time feedback of both heart rate and movement traces and patterns simultaneously. Polar H7 heart rate monitors are known to be commercially available for tracking heart rates of team sports, especially indoor team sports like Futsal. Polar heart rate monitoring algorithms have long been proprietary until the advent of Bluetooth Low Energy technology that internal chip of H7 heart rate monitor with Heart Rate Profile and Heart Rate Service [10] can be programmable with additional profiles and services. Nordic Semiconductor ASA 624 Vantana Subprasert et al. / Proceeding – Social Science (2018), page 622-631

[11] provides beacon, dongle and development kit that can be used to program additional “Location as a Service” firmware to Polar H7 internal chip and beacons to communicate with a notebook or PC via dongle to achieve the objective of this project. Windows application software development can then be made on Microsoft Visual Studio 2015 [12,13] and Syncfusion Essential Studio platform [14].

2. Materials and Methods 2.1 The development team A group of six Sports Science students of Kasem Bundit University have teamed up with Engineering students to develop both hardware, firmware and software of real-time wireless physiological and tactical performance tracking system - KBU FUTSAL TRACKER - to participate in Sports Science Innovative Contest 2015 organized by Department of Physical Education, Ministry of Tourism and Sports on 12th February 2015. While Kasem Bundit University professional Futsal players and coaches have fully engaged in thorough testing and experimenting the usability and assessing validity, reliability, repeatability and accuracy of the system. 2.2 Parts and tools 2.2.1 Polar H7 wireless heart rate monitors with Bluetooth Heart Rate Profile [10]. 2.2.2 Nordic Semiconductor nRF51822 beacons, nRF51 dongle and nRF52 development kit [11]. 2.2.3 Microsoft Visual Studio 2015, Professional Edition [12, 13]. 2.2.4 Syncfusion Essential Studio, Enterprise Edition - Community license [14]. 2.3 Development and test procedures 2.3.1 System design specification The system must be able to track physiological performance in terms of heart rates for individual Futsal player and simultaneously for all players in a team while trace their tactical positions on Futsal court. Heart rates can be measured from players wearing Polar H7 heart rate monitors. Instantaneous position of each player can be traced simultaneously with respect to fixed calibrated position beacons installed at corners of Futsal court. A wireless transceiver will collect heart rate and position data from all players and beacons into PC for 625 Vantana Subprasert et al. / Proceeding – Social Science (2018), page 622-631 processing, displaying in real-time graphically and recording into databases for live and post- performance analysis.

Figure 1. Polar H7 Heart Rate Monitor, internal PCB and machine state diagrams.

Figure 2. Nordic Semiconductor beacon, dongle and development kit.

2.3.2 Hardware acquisition Polar H7 heart rate monitors as shown in Figure 1 was selected because of its internal processors was Bluetooth Low Energy processor with heart rate monitoring function and possibility of adding “Location as a Service” functionality for tracing location of player wearing it. Nordic Semiconductor nRF51822 beacons were selected to be used as wireless fixed references on Futsal court for calculating moving player positions in real-time by triangulation methodology. A Nordic Semiconductor nRF51 dongle in Figure 2 was selected as transceiver to capture heart rate and position data from Polar H7 heart rate monitors and nRF51822 beacons into a notebook or PC via dongle inserted into an available USB slot. And a Nordic Semiconductor nRF52 development kit in Figure 2 was used to program additional firmware into Polar H7 and beacons.

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2.3.3 Firmware programming Nordic Semiconductor nRF52 Development Kit was used to program additional firmware to Polar H7 Bluetooth Low Energy processors and nRF51822 chip in beacons by Over-The-Air (OTA) Device Firmware Upgrade (DFU) to include “Location as a Service” functionality. 2.3.4 Windows application development Microsoft Visual Studio 2015 and Syncfusion Essential Studio were used to develop a Windows application software - “FUTSAL TRACKER”. A relational database of tournament, date, venue, athlete, name, surname, picture, personal data, heart rate data and position at a specific time, has been set up. Splash screens and various windows to setup tournament details, team details, athlete details, beacon details, heart rate monitor data, heart rate data, position data, graphical display of individual player’s heart rate profile and data, real-time graphical display of player positions in a Futsal court, heart rate data with color-coded heart rate zone, movement dynamic pattern formation and traces as shown in Figure 3.

Figure 3. Heart rate profile, tactical movement tracking and pattern formation with instantaneous heart rate in FUTSAL TRACKER software.

Algorithms were developed to capture heart rate data from paired Polar H7 heart rate monitors worn by players simultaneously via Nordic Semiconductor nRF51 dongle inserted into an available USB slot in a PC or notebook computer to display on screen and record into database of individual player in real-time. Other important algorithms were capturing of relative Bluetooth wireless signal strength data from all heart rate monitors and beacons simultaneously via dongle and calculating their dynamic moving positions by triangulation to display positions of all players on the court in real-time with their corresponding matching color-coded heart-rate zone heart rate data. 627 Vantana Subprasert et al. / Proceeding – Social Science (2018), page 622-631

2.3.5 System test Professional Futsal players and coaches of Kasem Bundit University have fully engaged in thorough testing and experimenting the usability and evaluating the validity, repeatability and accuracy of the performance of the system. 3. Results and Discussions The system has been successfully developed, tested and submitted to participate and won the 3rd prize in Sports Science Innovative Contest 2015 organized by Department of Physical Education, Ministry of Tourism and Sports on 12th February 2015 and eventually copyrighted in 2016. 3.1 Usability test Usability and functionality of the system were tested from registration of tournament data, team data, athlete data with personal data and picture capture into database, heart rate signal capture from all players with matched pairs of Polar H7 heart rate monitors, relative signal strength data from all beacons and Polar H7’s, dynamic display of heart rate data and profile to dynamic display of moving positions, formation patterns and traces with matched pairs heart rate data. Players and coaches have evidenced the capability of the system in identifying in real-time how each individual player got tired and substituted cyclically in time to maximize freshness and top performance of the whole team for the whole match. Coaches could realize match demand in real-time against opposition upon each player in terms of energy expenditure reflected in heart rate zone to cycle player substitution to match game demand effectively and make use of all the best of all players. Coaches could spot relative weakness and strength in terms of aerobic, speed and anaerobic endurance of each player vis-à-vis competition to adjust proper strategy to win and proper training improvement requirement for future matches, while players could evidence their real performance during competition with hard fact details to the second both physical and tactical aspects without any personal bias. Dynamic display of moving positions, formation patterns and traces with matched pairs heart rate data of all players on the court enabled the coaches to visualize tactical movement against opposition on effectiveness or flaws of the team compared to “what 628 Vantana Subprasert et al. / Proceeding – Social Science (2018), page 622-631 have planned and trained” and adjust game plan in real-time to win. Matched pairs heart rate data of individual player helped coaches identify easily if a player in a specific tactical move can accomplish as planned or commit error due to physical fitness or technical/tactical skills. If a player failed at high heart rate, he was likely too tired and should be substituted for rest and recovery before re-entering the match. But if he failed despite low heart rate and easy tactical move, he would need technical and/or tactical training for improving that particular skill, and may be replaced by other player good at that skill to reduce overall team weakness.

Figure 4. Usability, validity, reliability, repeatability and accuracy test of KBU FUTSAL TRACKER system by Futsal players and coaches of Kasem Bundit University

3.2 Validity, reliability, repeatability and accuracy test Validity of heart rate measuring of the system was tested by comparing with original Polar heart rate monitors and found to be valid, reliable, repeatable and accurate to ± 1 beat per minute. Validity of distance measurement of the system was tested by comparing to measurement calibrated by video recording and found to be valid, reliable, repeatable and accurate to ± 158 millimetres in horizontal planar directions.

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3.3 Sport Science Innovation Contest 2015 The driving force for coming up with this project was the participation of Sport Science Innovative Contest 2015 organized by Department of Physical Education, Ministry of Tourism and Sports and this project has ended up winning the 3rd prize in the contest on 12th February 2015.

Figure 5. KBU FUTSAL TRACKER teamhaswonthe3rdprizeinSportScience Innovation Contest 2015 on 12th February 2015

3.4 Copyright Registration at the Department of Intellectual Property Later in 2016, FUTSAL TRACKER software was registered for copyright protection at The Department of Intellectual Property, Ministry of Commerce. More research and development would be needed before future patent application especially in the area of more advanced inventive steps and commercialization potential in larger scale. 4. Conclusions Tracking both internal physiological performance of players using heart rate simultaneously and wirelessly with external real-time tactical movement performance of game proceeding using wireless Bluetooth Low Energy network enabled by this research and development project will quantum leap excellence in Futsal training, coaching and competition while enhancing advancement in sports technology development capability and integration with copyright registration and potential patent application in the future.

630 Vantana Subprasert et al. / Proceeding – Social Science (2018), page 622-631

Acknowledgement This project has been granted and supported by The Research Office of Kasem Bundit University in 2015. And “FUTSAL TRACKER” software has been registered for copyright under “Kasem Bundit University” to The Department of Intellectual Property, Ministry of Commerce in Thailand with the assistance of The Intellectual Property Office of Kasem Bundit University in 2016.

References

[1] Hughes, M., & Franks, I. M. (2004). Notational Analysis of Sport: Systems for Better Coaching and Performance in Sport (2nd ed.). London and New York: Routledge.

[2] Naser, N., & Ali, A. (2016). A descriptive-comparative study of performance characteristics in futsal players of different levels. Journal of Sports Sciences, 34(18), 1707-1715. doi:10.1080/02640414.2015.1134806

[3] Campos, F. A. D., Pellegrinotti, I. L., Pasquarelli, B. N., Rabelo, F. N., SantaCruz, R. A. R., & Gomez, M. A. (2015). Effects of game-location and quality of opposition in futsal league. International Journal of Performance Analysis in Sport, 15(2), 598-607.

[4] Milioni, F., Vieira, L. H. P., Barbieri, R. A., Zagatto, A. M., Nordsborg, N. B., Barbieri, F. A., . . . Papoti, M. (2016). Futsal Match-Related Fatigue Affects Running Performance and Neuromuscular Parameters but Not Finishing Kick Speed or Accuracy. Frontiers in Physiology, 7(518).

[5] Berdejo-del-Fresno, D., Steel, J., & Jennings, D. (2015). Futsal: Technical & Tactical Concepts (A. D. Andalucía Ed.). Spain: Asociación Didáctica Andalucía.

[6] Lago-Penas, C., & Lago-Ballesteros, J. (2011). Game location and team quality effects on performance profiles in professional soccer. Journal of Sports Science and Medicine, 10(3), 465-471. 631 Vantana Subprasert et al. / Proceeding – Social Science (2018), page 622-631

[7] Correa, U. C., Alegre, F. A. M., Freudenheim, A. M., dos Santos, S., & Tani, G. (2012). The game of futsal as an adaptive process (vol. 16, pg. 185, 2012). Nonlinear Dynamics Psychology and Life Sciences, 16(3), 385-385.

[8] Otero-Saborido, F. M., & Silva, J. (2015). Reliability of the Observation of Futsal Using Team Sport Assessment Procedure. Revista Iberoamericana De Psicologia Del Ejercicio Y El Deporte, 10(2), 259-266.

[9] Arslanoğu, E., Alvurdu, S., Çakıroğlu, T., & Şenel, Ö. (2014). Heart Rate and Lactate Changes in Elite Futsal Players during a Game. International Journal of Sports Science & Coaching, 4(6A), 71-74. doi:10.5923/s.sports.201401.10

[10] Bluetooth SIG Inc. (2011). Bluetooth Profile Specification: Heart Rate Profile. WA: Bluetooth SIC Inc.

[11] Nordic Semiconductor. (2016). Bluetooth Low Energy, SOC, Beacon and MBED Product. Norway: Nordic Semiconductor ASA.

[12] Powers, L., & Snell, M. (2016). Microsoft® Visual Studio® 2015 Unleashed. Indiana: Pearson Education, Inc.

[13] Sole, A. D. (2015). Visual Studio 2015 Succinctly. NC: Syncfusion Inc.

[14] Syncfusion. (2016). Syncfusion Essential Studio User Guide. NC: Syncfusion Inc.

Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Sport Science, May 2018, page 632-642 www.iseec2018.kbu.ac.th The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

The Effects of Heat on Energy Expenditure in Experienced and Non-Experienced Hot Yoga Practitioners Nutthaporn Awilai1, Chadaphan Suwannate2, Pongsak Cherngkhunthod3 and Kittikun Sangnin4 1,2,3,4Faculty of Sports Science, Kasem Bundit University, 60 Romklao Road, Minburi, Bangkok 10510 E-Mail: [email protected], [email protected], [email protected], [email protected]

ABSTRACT The objective of this study was to investigate the effects of heat on energy expenditure in experienced and non-experienced Hot Yoga practitioners. Forty female participants were recruited and divided into two groups: hot yoga (HY, n=20) and yoga (Y, n=20) groups. Each participant attended a 60-minute Hot Yoga session in a temperature- controlled room. The heart rate (HR), rate of oxygen consumption (VO2), rate of carbon dioxide production (VCO2), respiratory exchange ratio (RER), rated perceived exertion (RPE), thermal sensation, and discomfort scales were measured every ten minutes. Repeated two- way ANOVA was used for statistical analysis. The VO2 and VCO2 between groups were significantly different during exercise and at the end of exercise (p < 0.05). Within groups, the comparison was significantly different (p < 0.001). Furthermore, the RER’s at the end of exercise in the HY group, were also significantly lower (p < 0.05) than those in the Y group. In summary, heat stress affected non-experienced practitioners much more than experienced ones. Therefore, heat acclimatization was a mandatory pre-exercise measure for sedentary people attending Hot Yoga classes.

Keywords: Hot Yoga, Energy Expenditure

1. Introduction Hot Yoga is very popular not only in America and Europe but also in Thailand. Training Yoga in a warm room helps the stretching process while it challenges the focus of the mind. This enhances the transformational experience of yoga. Heat also helps detoxification

633 Nutthaporn Awilai et al. / Proceeding – Social Science (2018), page 632–642 because of increasing blood flow and releasing toxins out of the body. The body’s response to heat helps attain strength, detoxification, and healing to create a feeling of well-being [1]. A Hot Yoga room is typically heated up to about 37-40 ºC with humidity of 50-60%, which exceeds skin temperature, and is possibly above core temperature in an exercising person.

Nainate (2005) found that oxygen consumption (VO2), respiratory rate, heart rate (HR), skin temperature (Tsk), and body temperature increased significantly during exercise in the heat (T = 44.19 ± 0.13 °C and RH = 58.62 ± 0.47). Rectal temperature (Tre), rated perceived exertion (RPE), thermal sensation, and thermal discomfort did not change at rest, but they increased gradually during exercise in the heat [2]. Danucalov, et al. (2008) suggested that in comparison with the rest state and meditation, the specific Pranayama technique (Visamavrtti Pranayama) reduces and increases metabolic rate, respectively [3]. Chaya, et al. (2006) found that the metabolic rate of Yoga practitioners was lower than that of non-Yoga group [4]. Chaya & Nagendra (2010) also found that the Yoga group showed significantly lower metabolic rates when compared to the non-Yoga group. The acute effects of Yoga practice over a period of time will have long term effects on metabolism, leading to metabolic efficiency. In general, the values of energy expenditure and intensity of exercise indicate that exercise stimulus in Yoga may not be that high to improve physical performance [5]. Therefore, Hatha Yoga practice may be more energy efficient to accrue meaningful physiological benefits for the general public as well as people who are not able to undergo high intensity exercises, as in ailing individuals [6]. In addition, a combination of Yoga postures (Shavasana and cyclic meditation) with supine rest reduces oxygen consumption (VO2) more than resting supine (Shavasana) alone [7]. Mody (2010) found that regular practice of Surya Namaskar may maintain or improve cardiorespiratory fitness and promote weight management [8]. This is contrary to Clay, et al. (2005), who found that cardiovascular and HR responses during a 30-minute Hatha Yoga routine were lower than those from moderate walking at 3.5 km per hour [9]. This agrees with Hagins, et al. (2007), who also found that the average metabolic cost of Yoga across the entire session represented a low level of physical activity similar to walking on a treadmill at 3.2 km per hour [10]. According to Barnett (2004), Hot Yoga practitioners have better body’s response to heat. However, effects of heat stress on energy expenditure of experienced and non- experienced Hot Yoga practitioners have not been fully studied. Therefore, the present

634 Nutthaporn Awilai et al. / Proceeding – Social Science (2018), page 632–642 study is aimed to investigate the effect of heat stress on energy expenditure in experienced and non-experienced Hot Yoga practitioners [1].

2. Materials and Methods 2.1 Participants All of the subjects were informed verbally of the experimental protocol and possible risks involved, and agreed to the consent form before starting the experiment. The consent form was approved by the Ethical Committee of Mahidol University. Forty female participants, 28 to 45 years of age, were recruited to eliminate gender dependency and divided into two groups, Hot Yoga group (HY) of 20 participants, practicing Hot Yoga regularly for one hour per day, two to three days/week, for at least one to two years, and Yoga group (Y) of 20 participants, practicing normal Yoga regularly for one hour per day, two to three days/week, for at least one to two years. They have VO2peak range from 36.7-38.5 ml.kg.min for male and 29.9-32.3 ml.kg.min for female, Bruce’s protocol test (ACSM, 2013).

2.2 Instrumentations 2.2.1 Portable metabolic test system (Oxycon). 2.2.2 Thermal sensation scale with 1 to 13, Gagge, et al. (1976) [11] 2.2.3 Thermal discomfort scale was quantified into 4 scales (1 to 4) 2.2.4 Rated perceived exertion (RPE), Borg (1962) [12]

2.2.5 Metabolic energy expenditure (M) from minute-average oxygen consumption (VO2) in litres per minute and RER using equation [13] 2.2.6 The Physical activity readiness questionnaire (PAR-Q)

2.3 Experimental procedure Participants were selected in consideration of their Hot Yoga or normal Yoga experiences with all “YES” in the Physical Activity Readiness Questionnaire (PAR-Q). The researchers explained the participants for answering the thermal discomfort scale, the

635 Nutthaporn Awilai et al. / Proceeding – Social Science (2018), page 632–642 thermal sensation scale, the rated perceived exertion (RPE), and the preparations before the experiment, namely no physical activity one day before testing, no caffeine at least five hours and no alcohol beverages one day before testing, six to eight hours of sleep before testing, and 24 hours before the experiment. Subjects were requested to consume their usual meals. Each participant performed two tests on consecutive weeks. On the first experiment day, VO2peak and O2 consumption of participants were measured using a Bruce’s protocol with a gas analyser for classifying those participants with the same physical fitness level. The Bruce’s protocol is a maximal exercise test where the participants exercise to complete exhaustion as the treadmill speeds, and the incline is increased every three minutes. Total time to completed exercise was used to estimate Vo2peak. Upon arrival on the second day, participants were allowed to drink 500 ml water to control hydration status. They wore yoga suit, oxycon, and resting vital signs (heart rate and blood pressure) were measured. After that, participants entered the control room (T = 36.93 ± 0.2 °C, humidity = 54.8 ± 2.9) and performed a 60-minutes yoga with the general yoga poses. Participants exercised by following the DVD instructions, then started with meditation and pranayamas (slow and deep breathing in-out) for ten minutes, stretching and warming up, focusing on slow movements of shoulders/arms, trunks and legs for 20 min. After that, they exercised by asana poses. The asana focused on the back bent pose, muscular strength and endurance, balance, and flexibility. Each yoga session ended with ten minutes of cooling down and relaxation. Energy expenditure and heart rate were recorded using gas analyser (Oxycon). RPE, thermal sensation and discomfort were measured every ten minutes during Yoga exercise sessions. Heart rate was measured at the end of exercise.

2.4 Statistical Analysis Repeated two-way ANOVA was used to analyze the main effects between groups (Hot Yoga and Yoga) and within groups. The difference was considered statistically significant when p < 0.05.

636 Nutthaporn Awilai et al. / Proceeding – Social Science (2018), page 632–642

3. Results 3.1 The general characteristics of participants Table 1 Demographic characteristics of participants (mean ± SD) Variables Yoga (Y) Hot yoga (HY) Age (yrs.) 34.2 ± 5.9 34.6 ± 6.2 Weight (kg) 52.8 ± 1.8 50.2 ± 1.1 Height (cm) 158.4 ± 5.9 156.2 ± 4.3 -1 -1 VO2 peak (ml/min /kg ) 30.17 ± 1.8 32.09 ± 2.9

3.2 Energy expenditure

3.2.1 Oxygen consumption (VO2)

Oxygen consumption (VO2) of the Y group at rest, the end of exercise, and the recovery were 0.22 ± 0.01, 0.80 ± 0.04 and 0.23 ± 0.01 L/min, respectively, while those in the HY group were 0.219 ± 0.01, 0.678 ± 0.03 and 0.226 ± 0.01 L/min, respectively. The result revealed that the VO2 between groups were significantly different (p < 0.05) during exercise and at the end of exercise. Within group, the comparison was significantly different (p < 0.001). Furthermore, during exercise, the oxygen consumption was higher in the Y group than that in the HY group. Oxygen consumption (VO2) was illustrated in figure 1.

3.2.2 Carbon dioxide production (VCO2)

The carbon dioxide production by both groups was illustrated in figure 2. The VCO2 of the Y group at rest, the end of exercise, and recovery were 0.19 ± 0.01, 0.80 ± 0.04, and 0.22 ± 0.01 L/min, while those of the HY group were 0.20 ± 0.01, 0.59 ± 0.03 and 0.21 ± 0.00

L/min, respectively. It was clear that the Y group released CO2 more than the HY group did. The results illustrated that carbon dioxide production comparison between groups were significantly different (p < 0.05) during exercise and at the end of exercise. Within group comparison, there was a significant difference (p < 0.001) within each group.

637 Nutthaporn Awilai et al. / Proceeding – Social Science (2018), page 632–642

0.90 * * *

0.75 )

-1 Yoga (Y) 0.60 Hot yoga (HY)

2 (L-min 0.45 VO 0.30

0.15 times/min 0 10 20 30 40 50 60 70 80 exercise re st re cove ry

Figure 1 The oxygen consumption (VO2) (L/min) between Y and HY groups

Values are mean ± SEM. * p < 0.05 significant difference between two groups

0.90 *** * * * 0.80 )

-1 0.70 Yoga (Y) 0.60 Hot yoga (HY)

(L-min 0.50 2 0.40

VCO 0.30 0.20 times (min) 0 10 20 30 40 50 60 70 80 exercise rest recovery

Figure 2 The Carbon dioxide production (VCO2) (L/min) between groups

Values are mean ± SEM. * p < 0.05, *** p < 0.001 significant difference between groups

3.2.3 Respiratory exchange ratio (RER) In figure 3, RER in the Y group at rest, at the end of exercise, and recovery were 0.88 ± 0.04, 0.98 ± 0.02, and 0.94 ± 0.03, while those in the HY group were 0.93 ± 0.02, 0.87 ± 0.02, and 0.95 ± 0.03, respectively. RER comparison between groups were significantly different (p < 0.05) at the end of exercise. Within group comparison, there was a significant difference (p < 0.001) in Y and HY group.

638 Nutthaporn Awilai et al. / Proceeding – Social Science (2018), page 632–642

* *

1.0 *

0.9 Yoga (Y)

RER Hot yoga (HY) 0.8

0.7 times/min 0 10 20 30 40 50 60 70 exercise re st

Figure 3 The Respiratory Exchange Ratio (RER) between Y and HY groups

Values are mean ± SEM. * p< 0.05 significant difference between groups

) 2 * 195 * 180 * 165 150 135 Yoga (Y) 120 Hot yoga (HY) 105 90 75 60 45 times/min 0 10 20 30 40 50 60 70 80 Metabolic energy expenditure (W.m expenditure energy Metabolic exercise re st recovery

Figure 4 The Metabolic energy expenditure (W.m2) between Y and HY groups

Values are mean ± SEM. * p< 0.05 significant difference between groups

Figure 4 showed the metabolic energy expenditure (M) of the two groups. The Y group expended the energy more than the HY group. The M (W.m2) in the Y group at rest, the end of the exercise, and the recovery were 49.85±2.4, 185.84±8.9, and 54.25±2.9, respectively, while that in the HY group were 51.27±2.6, 156.72±7.1, and 52.99 ± 2.9, respectively. The results in this study showed that the comparison of the metabolic energy expenditure

639 Nutthaporn Awilai et al. / Proceeding – Social Science (2018), page 632–642 between the group were significantly different (p < 0.05) during the exercise and at the end of the exercise. Within the group, the comparison was significantly different (p < 0.001).

3.3 Subjective evaluation 3.3.1 Thermal sensation scale The mean value of thermal sensation scale of HY group was lower than that of Y group. The thermal sensation scale in Y and HY groups at rest (in a controlled room) were 6.18 ± 0.15 and 5.21 ± 0.14, respectively. The thermal sensation from the beginning of the exercise to the end of the exercise of Y group were from 8.45 ± 0.17 to 11.29 ± 0.19, respectively, while those in HY group were from 7.79 ± 0.15 to 9.47 ± 0.16, respectively.

3.3.2 Thermal discomfort scale The thermal discomfort from the beginning of the exercise to the end of the exercise in Y group were 1.00 ± 0.00 to 2.28 ± 0.15, respectively, while those in HY group were from 1.00 ± 0.00 to 1.28 ± 0.09, respectively. The mean value showed that the thermal discomfort in the HY group was lower than that in the Y Group.

3.3.3 Rated perceived exertion (RPE) The RPE in Y group were 9.80 ± 0.33 to 13.70 ± 0.43 while those in HY group were 8.95 ± 0.22 to 11.65 ± 0.31, respectively. The mean value of RPE of HY group was lower than that of Y group.

4. Discussions 4.1 Energy expenditure Prolonged exercise causes a significant increase in body temperature (both core and muscle temperatures), which is thought to have a beneficial effect by increasing the rate of metabolic reaction. The longer exercise duration under heat stress condition favoured the oxidation of carbohydrate (CHO) and caused the increase of the rate of muscle glycogenolysis, less total CHO oxidation, and high level of muscle glycogen at the point of fatigue when compared with the same exercise without the heat stress [14]. In addition, exercise in the heat could affect the circulatory system, sweat rate, and oxygen uptake

640 Nutthaporn Awilai et al. / Proceeding – Social Science (2018), page 632–642 leading to more energy requirement, sweat, and respiration. It was found that oxygen consumption and carbon dioxide production in both groups increased throughout exercise, yet the Y group consumed more oxygen and released more CO2 than the HY group did. And that repeated exercise in the heat decreased oxygen uptake and carbon dioxide release. According to Lorenzo et al. (2010), physiological adaptations from heat acclimatization reduced oxygen uptake at a given power output, lowered V02 after acclimatization, and increased RER significantly from rest period. Energy expenditure in HY group was lower than that in Y group, while non-experienced individual showed tendency to utilize more carbohydrate which is the easiest available [2] than experienced one [15]. And that oxygen uptake and aerobic metabolic rate during submaximal exercise could be reduced by heat acclimatization [16].

4.2 Subjective evaluation The RPE, thermal discomfort, and thermal sensation were higher in Y group indicated that non-experienced individuals perceived themselves working harder. Regular Yoga practice can cause a dramatic change in oxygen consumption and metabolism leading to resting metabolic rate [17]. Exercise in the heat was often accompanied with a greater ‘mental effort’ than that in the cool with higher RPE [18]. Therefore, external heat and internal metabolism affect the feeling of tiredness especially in non-experienced group, and these subjective discomfort [8, 19] and RPE [16, 20] would decrease after acclimatization.

5. Conclusions

During exercise, oxygen consumption (VO2), carbon dioxide production (VCO2), and respiratory exchange ratio (RER) in Y group increased significantly compared to those in HY. Furthermore, the metabolic energy expenditure in both groups increased from rest to the end of exercise about 49.85-185.84 and 51.27-156.72 W.m2 in Y and HY groups, respectively. These indicated that non-experienced individual had tendency to utilize more CHO than experienced one. Thermoregulatory variables in both groups were significantly different. The change of time in exercise affected thermoregulatory as rectum and mean skin temperature responses in non-experienced group (Y) were faster than those of experienced group (HY). Subjective variables like RPE, thermal sensation, and discomfort scale in non-experienced

641 Nutthaporn Awilai et al. / Proceeding – Social Science (2018), page 632–642 group (Y) increased much faster than those in experienced group (HY). Therefore, heat acclimatization is a mandatory pre-exercise measure for sedentary people attending Hot Yoga classes.

References [1] Barnett, M. (2004). Hot yoga energising, rejuvenating, healing. London: A & C Black Publishers Vol. Ltd. [2] Nainate, A. (2005). Ventilatory and thermoreguratory responses during continuous exercise in the heat. Master Degree. Faculty of Sports Science. Mahodol University. Nakornpathom. [3] Danucalov, M. A. D., Simoes, R. S., Kozasa, E. H., & Leite, J. R. (2008). Cardiorespiratory and metabolic changes during yoga sessions: The effects of respiratory exercises and meditation practices. Applied Phychophysiology and Biofeedback. Vol.33.: 77-81. [4] Chaya, M., Kurpad, A., Nagendra, H., & Nagarathna, R. (2006). The effect of long term combined yoga practice on the basal metabolic rate of healthy adults. BMC Complementary and Alternative Medicine. Vol.6.: 1-6. [5] Chaya, M. S., & Nagendra, H. R. (2010). Long-term effect of yogic practices on diurnal metabolic rates of healthy subjects. International Journal of Yoga. Vol.1.: 27-32. [6] Ray, U. S., Pathak, A., & Tomer, O. S. (2010). Hatha yoga practices: Energy expenditure, respiratory changes and intensity of exercise. Defence Institute of Physiology Allied Sciences Defence. Research and Development Organization, India.

[7] Sarang, P. S., & Telles, S. (2006). Oxygen consumption and respiration during and after two yoga relaxation techniques. Applied Psychophysiology and Biofeedback. Vol.31. Issue 2.: 143-153. [8] Mody, B. S. (2010). Acute effects of surya namaskar on the cardiovascular & metabolic system. Journal of Bodywork & Movement Therapies, 1-5.

[9] Clay, C. C., Lloyd, L. K., Walker, J. L., Sharp, K. R., & Pankey, R. B. (2005). The metabolic cost of hatha yoga. Journal of Strength and Conditioning Research. Vol.19. Issue 3.: 604- 610.

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[10] Hagins, M., Moore, W., & Rundle, A. (2007). Does practicing Hatha Yoga satisfy recommendations for intensity of physical activity which improves and maintains health and cardiovascular fitness. Master Degree. Long Island University Columbia University. USA. [11] Marcel Schweicel. (2017). Challenging the assumptions for thermal sensation scales. Building Research & Information. Vol.45. Issue 5.: 572-589. [12] ACSM. (2013). Guidelines for Exercise Testing and Prescription. (Ninth Edition). Philadelphia, United States: Lippincott Williams & Wilkins. [13] Nishi Y. (1981). Measurement of thermal balance in man. Thermal Physiology and comfort: 29-39. [14] Mundel, T. (2008). Exercise heat stress and metabolism. Medicine and Sport Science, Vol.53.: 121-129. [15] Lorenzo S., Halliwill JR., Sawka MN., Minson CT. (2010). Heat acclimation improves exercise performance. J Appl Physiol. Vol.109. Issue 4: 1140-7. [16] Armstrong, C. G. & W. L. Kenney. (1993). Effects of age and acclimation on responses to passive heat exposure. Journal of Applied Physiology, Vol.75.: 2162 – 2167 [17] Tyagi and Cohen. (2013). Oxygen Consumption Changes With Yoga Practices: A Systematic Review. Journal of Evidence-Based Complementary & Alternative Medicine. Vol.18 Issue 4.: 290-308. [18] Nybo, L. & N. Secher. (2004). Cerebral perturbations provoked by prolonged exercise. Progress in Neurobiology. Vol.72: 223–261. [19] Andrews, C., M. Mango & R. Venuto. (1978). Cystic fibrosis in adults. Annals of Internal Medicine. Vol.88.: 128–129. [20] Wenger CB. (1988). Human heat acclimatization. In: Pandolf KB, Sawka MN, Gonzalez RR (eds) Human performance physiology and environmental medicine at terrestrial extremes. Benchmark Press, Indianapolis: 153-197.

Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Sport Science, May 2018, page 643-652 www.iseec2018.kbu.ac.th The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

The Effects of Resistance Build Muscle Mass and Reduce Body Fat by Aerobics in Female Students Parinya Nachaisit1 1Department of Liberal Arts, Faculty of Industry and Technology, Rajamangala University of Technology Isan Sakonnakhon Campus, 199 M. Pongkhon Sakon Nakorn, 47160, Thailand, E-Mail: [email protected]

ABSTRACT Most college students have late night sleep habits and cannot eat breakfast right away, but they can eat lunch and dinner in large quantities. It causes overweight or obesity. The effect is that the body is not strong and that there is a lot of fat in the body. The students participating in the program before exercise are be measured, including the waist circumference, circumference around the arm and leg, a measure of the overall fat in the body, and a measure of the total muscle mass in the body. Students must exercise five days per week for three weeks using aerobics for 30 minutes. When at the end of program, the students return to do their waist measurement scale, measuring their arms and legs, the body fat, including the muscle mass again. The result is that the female students have a lower body weight. The circumference of the arms and of the waist decreases 1.5% and 0.7%, and the circumference of the leg decreases by 0.6%. The muscle mass increases by 0.4% and the body fat decreases by 0.5%. This program shows that the occurrence of good results has a positive effect on students' weight loss and optimal physical health.

Keywords: Exercise, Muscle Building, Reduce Body Fat

1. Introduction The health problems of students are their staying in a dormant state such as sitting in the classroom, sleeping, reading. Computer query and focus on the smartphone for too long. The lack of exercise is a major problem for students in Rajamangala University of Technology Isan Sakon Nakhon. In the exercise of the student is a lack of understanding of 644 Parinya Nachaisit / Proceeding – Social Science (2018), page 653-652 the correct exercise and weight loss suitable for individual physical condition. The design or exercise program [1] has a direct impact on reducing the health problems of university students. As a result, students are overweight and obesity. [2] There is a growing health problem with university students. Due to student Eat and sleep is not time. Less workouts are mostly with computers and mobile. Obesity is an important risk factor for chronic non- communicable diseases, including hypertension. [3] Diabetes [4,5] Ischemic heart disease [6] Stroke [7] is a debilitating health problem. Quality of life and burden on long-term care costs. From the research found throughout the past 20 years, will focus on exercise. One such emphasis is on muscle building [8] and the formation of muscle endurance. Or fat burning. The results will only develop part of the body. Aerobic exercise cardio. [9] Aerobic exercise is to build strong and durable muscles. Research on the problem of obesity in female students. By knowing how to exercise properly. Focus on aerobic cardio exercise [10], which will result in both muscle building and fat burning, which will be fun and interacting with other students and the problem for reduce body fat by exercising aerobic cardio only 30 minutes per day, 5 days per a week. This research is part 1 and the part II is the theory of exercise and in the Part III is the experimental method, which collects data from 40 female student volunteers, and the last one is a summary of the research results.

2. Theory and background The principles of exercise 2.1 Basal Metabolic Rate (BMR) The formula calculates the metabolic rate of the body in everyday life. • For men: BMR = 66 + (13.7 x body weight) + (5 x height in cm) - (6.8 x age) • For women: BMR = 665 + (9.6 x body weight) + (1.8 x height in cm) - (4.7 x age) Notice that the weight. Height and age affect metabolism. When the BMR (Basal Metabolic Rate), then we can know that, we have to burn energy without doing anything. However, if we have a fitness activity, we will burn energy as follows. Normal energy metabolism = BMR x variable 645 Parinya Nachaisit / Proceeding – Social Science (2018), page 653-652

2.2 BODY MASS INDEX : BMI The only type of body fat that is not perfect is one way to estimate the amount of excess fat that the body can store by the Omron HBF-214 and use the height and weight to calculate. A simple and reliable way to assess the risk of obesity. Although there is no formal certification and measurement of the body mass index is calculated as your weight in pounds divided by your height in inches and squared by 703: Formula: Weight (pounds) / height (inches)2 x 703 Example: People with a height of 5 feet 4 inches and a weight of 140 pounds: 140 / (64x64) x 703 = 24BMI Or for the metric system. Measure the weight in kilograms divided by the height in meters squared. Formula: Weight (kg) / Height (m)2 Example: People with height of 1.7 meters and weight of 68 kg: 68 / (1.7 x 1.7) = 23.5 BMI ,the BODY MASS INDEX (BMI) is the same for both men and women. What is the BODY MASS INDEX (BMI) ? BODY MASS INDEX (BMI) is used as a screening tool to identify people who may be overweight or obese: BODY MASS INDEX (BMI) below 18.5 = low weight BODY MASS INDEX (BMI) 18.5 to 24.9 = normal weight BODY MASS INDEX (BMI) 25.0 to 29.9 = overweight BODY MASS INDEX (BMI) 30.0 and above = obesity BODY MASS INDEX (BMI) 40 and higher = Obesity (Morbidly obese) 2.3 Muscle mass Muscle mass is the total weight of the muscles in the body. This muscle mass is not weight. Some people weigh a lot, but less muscular Then to the fat. The research found more when an age everyone ages, the muscular mass decreases, the muscle mass decreases. Muscle force motion is very important because of the loss of muscles of the elderly and older people may make us move less. The research also found that the muscle is less than it should be. The body will focus on building muscle before wound repair. The result is that if the muscle mass is reduced by more than 20%, the body will begin to repair the wound But to build muscle instead. Time 646 Parinya Nachaisit / Proceeding – Social Science (2018), page 653-652 for injury was slow. Then, when the muscle mass is reduced by more than 30%, it begins to sit and standup cannot as a pressure ulcer. Chronic wounds not disappear the food that does not help repair the body. 2.4 Fat mass Fat percentage in the body is the mass of fat in the body divided by the total mass. The weight of everything in the body, such as muscles, bones, water, and body fat percentage, is a good indicator of the risk of various diseases, such as how much body fat is in the body, especially if it is dense in the abdomen. You are much more likely to develop cardiovascular disease, diabetes, osteoarthritis, and certain types of cancer. There are many ways to measure body fat percentage. From traditional methods such as using a Vernier- calliper or a fat burner. The Omron HBF-214 can be used to calculate body fat.

3. Methods and equipment in the research 3.1 Research Methodology 1. Select only 40 female volunteer groups. 2. History Inquiries Ask a doctor Take photos before the program on all four sides as follows: front, back, left and right. 3. Weigh and measure blood pressure. Before joining the program 4. Measure the height of abdominal obesity measurement. Measure muscle mass and fat mass measurement by Omron HBF-214 5. Calculate BMI and BMR by Omron HBF-214. 6. Everyone must attend a fitness program. By exercising at least 30 minutes per a day, 5 days per a week. And warm up 5 minutes before workout and cool down 5 minutes after workout. 7. Total in the program are 30 days 8. Must be measured and weighed daily after exercise. 9. After the program must weigh. Must measure muscle mass, fat mass, abdominal fat, calculate BMI and measure BMR. 10. Summary and presentation of results. 3.2 Research equipment 1. The Omron HBF-214 Body Scan Scale 1 unit 647 Parinya Nachaisit / Proceeding – Social Science (2018), page 653-652

2. The stopwatch 1 unit 3. The video of 3 exercises in the program 3 unit

Figure 1: The exercises for student of experimental group. Figure 1 shows an aerobic cardio exercise by emphasis on fat breakdown in the body and focus increase muscle mass. The program dances at 30 minutes per a day and 5 days per a week from all 40 volunteers, which the program must be 5 minutes of warm up and 5 minutes of cool down after workout. The video demonstration and dance leader by the researcher.

Figure 2: The percentage of muscle in the body of experienced. 648 Parinya Nachaisit / Proceeding – Social Science (2018), page 653-652

Figure 2 shows the difference in muscle mass in the body before exercise and post- exercise aerobic cardio. The blue line shows the total muscle mass before exercise. The graph is 22-30%. The red line shows the increase in muscle mass after exercise. 0.3% is in the range of 23. -32%, because it takes at least 8 weeks to produce muscle mass and must increase protein content by at least 0.5 -1.0 times per 1 kg body weight. The increase of 75- 100 g per kg of body weight in 50 cases, women may be more than 2 times per 1 kg of body weight, which makes it impossible to increase muscle quickly.

Figure 3: The Fat percentage in the body of experienced.

Figure 3 shows the difference in body fat percentage. The blue line graph shows the body fat mass before aerobic cardio workout is in the range of 22-36%. The red line graph shows that the total fat mass in the body decreases by 0.5. % In the range of 21-34% due to body fat. The 30-minute aerobic exercise uses an average of 700 kcal per 0.3 to 0.5 kilograms

649 Parinya Nachaisit / Proceeding – Social Science (2018), page 653-652

Figure 4: The body mass index: BMI of experimental group. Figure 4 shows the difference in BMI between exercise and post exercise. The blue line shows the BMI in the range 18-23 before exercise. Red lines show that BMI decreases by 0.5- 0.7% in the range of 16-22, which is beneficial for exercise volunteers. If the BMI decreases within the range of body mass index ( BMI) 18.5 to 24.9 is normal weight level.

Figure 5: The percentage of abdominal fat of experimental group. 650 Parinya Nachaisit / Proceeding – Social Science (2018), page 653-652

Figure 5 shows the difference in abdominal fat of volunteers in exercise by blue line graphs showed abdominal fat of volunteers before exercise in the range of 12-18%. Red line chart showed a decrease in abdominal fat is 0.3 %, which in the range of 11-18% very low because it is the slowest point in fat in the body because of the nature of the body will accumulate fat before the belly fat and fat abdomen will be the back.

Figure 6: The Basal Metabolic Rate (BMR) of experimental group. Figure 6 shows the differences in the volunteer's metabolic rate. The blue line shows the pre-exercise metabolic rate for one month, ranging from 1,090 to 1,250 kcal. Redness shows a 0.4% increase in metabolism while staying in the range of 1,100 to 1,350 kcal, which is good for fat breakdown. As the body metabolizes, which can concluded that exercise could be increase energy metabolism in the body. Should exercise regularly.

Figure 7: The percentage of muscle in the body of experienced. 651 Parinya Nachaisit / Proceeding – Social Science (2018), page 653-652

Figure 7 shows a 0.4% change in muscle mass in the body, indicating that the muscles increase. The overall fat metabolism also burns up the body fat by 0.5% over a 1-month exercise period.

4. Conclusions The results of the study were as follows: The data collected from the experimental group in aerobic exercise for 30 minutes, 5 days, in one week for 1 month. Physical exercise increased 0.3 % after exercise, body fat percentage decreased by 0.5 %, abdominal fat percentage, the trend was down 0.3 percentage points, and the body mass index (BMI) was improved by 0.25 %, the basal metabolic rate (BMR) by 0.4 percent. In the figure 6 show the muscle mass in the experimental group increased by 0.4 % and the mean body fat decreased by 0.5%. The student have a positive effect on students who exercised regularly. To prevent and solve problems in obesity in students. It causes high blood pressure, diabetes, blood vessels in the brain and reduce stress.

Acknowledgement Thanks to the Faculty of Industry and Technology. Rajamangala University of Technology Isan Sakon Nakhon Campus provided support for research facilities and equipment.

References [1] Daniel Hackett ,ID and Amanda D. Hagstrom, Effect of Overnight Fasted Exercise on Weight Loss and Body Composition: A Systematic Review and Meta-Analysis, J. Funct. Morphol. Kinesiol. 2017, Vol. 2, pp.43-50; doi:10.3390/jfmk2040043. [2] Wendy Blunt, Dawn P. Gill, Shannon L. Sibbald, Brendan Riggin , Roseanne W. Pulford, Ryan Scott, Karen Danylchuk , Cindy M. Gray , Sally Wyke , Christopher Bunn and Robert J. Petrella, Optimization of the Hockey Fans in Training (Hockey FIT) weight loss and healthy lifestyle program for male hockey fans, BMC Public Health (2017), Vol.17:pp.916-924, DOI 10.1186/s12889-017-4926-z. 652 Parinya Nachaisit / Proceeding – Social Science (2018), page 653-652

[3] Hui Zhou , Kai Wang , Xiaojun Zhou , Shiying Ruan , Shaohui Gan , Siyuan Cheng and Yuanan Lu , Prevalence and Gender-Specific Influencing Factors of Hypertension among Chinese Adults: A Cross-Sectional Survey Study in Nanchang, China, Int. J. Environ. Res. Public Health 2018, Vol.15, 382; doi:10.3390/ijerph15020382. [4] Mayer-Davis EJ, Lawrence JM, Dabelea D, et al. Incidence trends of type 1 and type 2 diabetes among youths, 2002–2012. N Eng. J Med. 2017; Vol. 376, pp.1419–1429. [5] Murphy D, McCulloch CE, Lin F, et al. Trends in prevalence of chronic kidney disease in the United States. Ann Intern Med. 2016;Vol.165, pp.473–481. [6] J. Benjamin et. al., Heart Disease and Stroke Statistics—2018 Update: A Report From the American Heart Association,2018,doi.org/10.1161/CIR.0000000000000558 [7] Philipp Koch Robert Schulz Friedhelm C. Humme, Structural connectivity analyses in motor recovery research after stroke, Annals of Clinical and TranslationalNeurology2016; Vol. 3(3): 233–244 ,doi: 10.1002/acn3.278 [8] Brad Jon Schoenfeld , Alan A. Aragon , Colin Wilborn , Stacie L. Urbina , Sara E. Hayward and James Krieger, Pre- versus post-exercise protein intake has similar effects on muscular adaptations, PeerJ 5:e2825; DOI 10.7717/peerj.2825 [9] K. Wallman et al. KAREN WALLMAN, LAUREN A. PLANT, and BRONWYN RAKIMOV, The Effects of Two Modes of Exercise on Aerobic Fitness and Fat Mass in an Overweight Population, Research in Sports Medicine, Vol.17:156–170, 2009, DOI: 10.1080/15438620903120215 [10] Luana Farinazzo Ferreira, Gabriel Dias Rodrigues, Pedro Paulo da Silva Soares, Quantity of Aerobic Exercise Training for the Improvement of Heart Rate Variability in Older Adults, International Journal of Cardiovascular Sciences. 2017; Vol.30(2):157-162, DOI: 10.5935/2359-4802.20170003

Mr. Parinya Nachaisit, Organization name: Rajamangala University of Technology Isan Sakon-Nakhon Campus, I have interested research area Nano Photonic Research Group (NPRG) and measurement. Tel. +664-277-2391, Fax. +664-277-2392, Mobile Phone +668-0194-8023 Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Sport Science, May 2018, page 653-662 www.iseec2018.kbu.ac.th The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

The Model of Business Operation for Sustainability of Indoor Futsal Fields in Nonthaburi Province 1 2 3 4 Kittikun Sangnin , Phaijitra Sriwiset , Pastcharasak Jantacharee and Peerasak Vilairatana 1,2,3,4 Faculty of Sports Science, Kasem Bundit University, E-mail: [email protected], [email protected], [email protected], [email protected]

ABSTRACT The objective of this research was to study the concepts and business operation guidelines for sustainability of indoor futsal fields in Nonthaburi Province. This research was a qualitative research, engaging the snowball sampling technique, an in-depth interview with experts who were knowledgeable and experienced in the business operation of indoor futsal fields, a real place observation, and an investigation of secondary data. The methodology of triangulation was used to verify the validity and credibility of results. Conclusions and discussions were presented in descriptive form. The study found that there was a model for sports business operation. It consisted of seven approaches as follows: 1) clear vision and long-term goals; 2) integration of all key activities; 3) operational management; 4) collaboration, involvement, and trust in organization; 5) engagement of fans and sponsors through implementing technology; 6) brand engagement through sports event; and 7) continuous promotion of innovation and creativity through activity-based public relations, sports marketing, and service providers. The findings suggested the need for implementing these approaches which could improve business performance.

Keywords: Sports Business, Indoor Futsal Fields, Sustainable Business Operations

1. Introduction Exercise is especially popular with the new generation. Playing sports, particularly playing football, is considered a popular exercise activity. In the past, people had to play 654 Kittikun Sangnin et al. / Proceeding – Social Science (2018), page 653-662 football outdoors, in hot weather, and during rainy periods. It was not convenient or comfortable to play. Large outdoor courts are rare, especially in Bangkok. At present, the business of sports services is very popular, especially the indoor football field service. For this reason, there are a lot of people interested in operating a football field for rent as an alternative to football players. More than 170 businesses operate in the Greater Bangkok area with more than 400 stadiums and service 4,800 players per hour [1]. The indoor grass turf field rental business is a service business. Nowadays, service business competition is very vying. The service is only available for rent. It will not be enough, and business owner must provide full services, offering other value-added services. This is in order to support the services of the field, such as the internet cafés, restaurants that serve drinks. This also includes equipment for practice, such as poles, single cones that must be ready to support various activities related to all sports. Events should also feature important exhibitions, such as the launch of sports products, exhibitions, or contests.

The government has a policy to promote health and encourage people to exercise more, and the number of entrepreneurs who run the futsal field rental business is increasing, each of which is different in terms of the physical characteristics of the field, response to customer needs, service trust, and access to the mind of the consumers related to the business [2]. Indoor futsal fields have been built. The standard field size is 15-25 meters long, 25-42 meters wide, which is suitable for five to seven players, and the field is bright enough. Using spotlights at night makes it convenient to have a sunken roof. The location of the stadium is on the road where traffic is not jammed. Clean and adequate bathrooms, beverage shops, good environment, and the security of the property and customers are available. This encourages people to turn to exercise more. Customers can play sports at any time. Therefore, what futsal business has to focus on is creating a competitive advantage for business and making a profit in a sustainable way.

For the above reasons, the researchers have recognized the importance of the model of business operation for sustainability of the indoor futsal field rental business in Nonthaburi Province. This research was a qualitative research. It studied the sustainability of business operation of the indoor futsal fields in Nonthaburi Province. The results from this research process can be used as a business operation guideline to achieve success for sports entrepreneurs who run the indoor futsal field business for rent or for new entrepreneurs, to 655 Kittikun Sangnin et al. / Proceeding – Social Science (2018), page 653-662 sustain business operation and development, and to create a competitive advantage. This research used qualitative research methodology by conducting in-depth interview and focused on the understanding, interpretation, and analysis of data to generate conclusions and the pursuit of truth from the interviews and observation; this was in order to search for relationships with issues related to the environment of a case study. Content analysis was also used [3].

2. Objectives of this research

1. Study the concepts and guidelines of business operation for the sustainability of the indoor futsal field rental business. 2. Study the problems and obstacles that hinder business sustainability. 3. Study the factors that promote business operation success.

3. Research Methodology

The research scope on the sustainability of the sports business for the indoor futsal fields was as follows:

Content: The study focused on sustainable business operation of the indoor futsal fields. In-depth interview form was used by experts who were experienced or directly involved. Observation within the real area, studying of electronic research papers, and the relevant academic articles were also utilized.

Key informants: There were 13 persons who were involved in the management and business activities of the indoor futsal fields. This included 11 business owners and two managers.

Research tools used to collect data

This study was a qualitative research with interview form, with questions that were semi-structured. Key informants could answer the research questions, starting from the general questions. The interview began to focus on the issues of interest in the study in 656 Kittikun Sangnin et al. / Proceeding – Social Science (2018), page 653-662 order to gain more insights, which were the primary sources of information. In-depth interviews included questions as follow: the concept of sustainable business development, effective business operation, management approach to business sustainability, modern management tools or techniques, problems and obstacles of business operation, people who are important to success, and the factors that contribute to sustainability in business operation. These issues were used for in-depth interviews with those who were primarily involved in the management of the indoor futsal field rental business. The interview form was available and was used to determine the suitability of the relationship. The researchers created the questionnaire.

Data validation

The data were checked by using triangulation. It helped to determine whether the collected data was accurate and reliable. The first form of data checking was used in interviews with three groups of informants. The information provided in each group was linked to analyze whether they were consistent or whether there were conflicts within and between groups or each group. If the data obtained from the interviews were inconsistent with the data obtained from one interviewee, the researchers would be able to share information with other data providers to obtain accurate and reliable information. In the second form, the researchers used the secondary data resource in the fields of business operation, management for sustainability, and sports business of the indoor futsal fields including academic papers from various organizations, journal articles, electronic media and observation of the real study area. The data were then brought to be analyzed to gather information and knowledge that had been scrutinized. Afterwards, the researchers analyzed and compared the primary data obtained from the interview data.

Data analysis

This qualitative research obtained data from in-depth interviews with data providers to verify the completeness of the data. Content analysis was based on the concept and the purpose of the research. The data were collected from the collection of documents related to the interviewed data of the informants. The last step was the results of this research presented in a descriptive form. 657 Kittikun Sangnin et al. / Proceeding – Social Science (2018), page 653-662

4. Conclusions and Discussion

Based on the interviews with key informants, those involved in the operational management process, the results of in-depth interviews were analyzed, summarized, and discussed as follows:

The result of In-depth Interview

For the data collecting process, all interviewees, who were embedded in this research process, were kept anonymous, and the following abbreviations were used in order to make references regarding the conducted interviews: A1-A13 (the number describing the interviewees).

The entrepreneurs of the indoor futsal field rental business in Nonthaburi Province focus on stimulating awareness and understanding in a visionary or long-term perspective, by creating management processes and decision making in the business operation process to be more systematic. Entrepreneurs need to think more systematically; they think about the consequences that will follow in the long run. It is not only for a short-term profit. “They are committed to the development and improvement of their services, which are developed to enhance the quality or enhance our service……,” stated A1, A8, and A12. The best way to sustainability is to focus on stimulating foresight, thinking systematically, considering future results, and taking into account the interests of all stakeholders in a conscientious manner. This will result in efficient management of resources for the service, which will add value to the service and lower operating costs. These elements will create a sustainable operation of the indoor futsal field rental business. “....The business entrepreneurs of the indoor futsal fields in Nonthaburi Province promote social sharing.....” This was also identified by respondents A2 and A6. Therefore, the importance of creating a social and working environment of sharing knowledge and values to all stakeholders can help the sports business. It can truly be sustainable.

The entrepreneurs of the indoor futsal field in Nonthaburi Province modernize the service, work process and the business model to truly meet the needs of consumers. A3, A4, and A7 stressed, “....we are committed to self-improvement, maximize their potential, and understand new innovations....” This includes cumulative innovation or small incremental 658 Kittikun Sangnin et al. / Proceeding – Social Science (2018), page 653-662 workflow improvements. The innovative approach above is to build a good immunity and to lead and maintain a competitive edge; this was identified by respondents A5 and A13, “….by sharing knowledge and understanding of risk management, focusing on creating diverse products and services, creating a wide variety of markets….” However, being competitive requires a variety of activities based on real knowledge and understanding. Therefore, focusing on continuously developing new innovations at all levels, “we learn to survive in high market competition and sharing of risk management, knowledge....,” claimed A9, A10, and A11. This is to strengthen and reduce the risk when the situation is cruel to the business; it truly provides immunity to all sectors. This has resulted in the business operation of sports of entrepreneurs to be more sustainable. The examination and analysis of the data obtained from in-depth interviews found that the business operation practices for sustainability of the sports business for indoor futsal field rental in Nonthaburi Province are as follows:

1. Clear vision and long-term goals. Considering the long-term consequences of social, environmental, and economic survival, the indoor futsal field business focuses on stimulating awareness and understanding in a visionary or long-term perspective by creating a more structured management and business decision-making process to build long-term success. Therefore, all activities of the business operation are not at high risk because entrepreneurs care for every decision that leads to sustainability in the business operation. This is consistent with [4], who claims that the administration focus on short-term profits or benefits is not right; it can lead businesses to disaster; it will not be sustainable for businesses.

2. Integration of all key activities. The study reveals that there are comprehensive and well-coordinated operational processes due to the efforts of those involved. [5] states that linking is the foundation of a network that will be the place to be, to trust each other, to have mental closeness, and to have social interaction between members of the network. Trust between partners and good relationships can be developed through social interaction. [4] claims that organizations or companies can assist in defining and disseminating information. Therefore, the operation of the indoor futsal field business requires effective integration of all key activities. 659 Kittikun Sangnin et al. / Proceeding – Social Science (2018), page 653-662

3. Effective operation management. According to the study, it is found that the innovation of effective operation management (to monitor and to evaluate projects or activities of the organization) makes the expectations of the community and stakeholders of all sectors possible. There is a need for effective mechanisms to promote the local economic factors. This is a good condition for a business activity to achieve its success. That is, the need to reach or achieve both social and environmental goals, every step of the entrepreneurs or business activities needs to aim at solving problems and sharing values for the society [6]. By controlling resources to improve the efficiency of a business operation, the company emphasizes sustainability. Therefore, service innovation is needed in the management process with effective operation management. It is an innovation in the process that focuses on tracking and evaluating business activities that will help business operation or entrepreneurs to achieve their goals.

4. Collaboration, involvement, and trust in organization. Participation of all sectors, trust building, and encouragement of effective collaboration result in good relationships between the relevant operators. [7] states that building relationships with the surrounding community is very important. Developing or conducting various successful businesses want to get a lot of participation and cooperation from many stakeholders. Consequently, continually raising awareness and encouraging cooperation from all sectors will create more success. [5] adds that promoting the activities of networks (associations) so that they are open, receptive, and share important information in all areas of society or the surrounding community is essential, thus creating a good working atmosphere that promotes the respect of each other; it contributes to the sustainable success of the indoor futsal field rental business. Moreover, [5] describes how to solve problems in order to support and participate in public service activities, such as organizing activities to promote good deeds or reducing suffering for the sake of living well. Creating engagement from all sectors and creating mutual support by supporting activities in the community and surrounding society is therefore an important way to promote sustainability in the business operation of the indoor futsal field business.

5. Engagement of fans and sponsors through implementing technology. Engaging fans and brands brings fans closer to the action; this lead to deeper partnerships that will produce engaging and connected messages to customers [8]. Implementing technology 660 Kittikun Sangnin et al. / Proceeding – Social Science (2018), page 653-662 drives fan and brand engagement, such as creating the campaign that is based on deep insight about the fans via social media. Business operations also benefit from increasing participation and engagement with implementing social media or mobile broadcasting technology. The experience of the customers plays a vital role for sports business operation; casual customers are able to watch and share their performances via the internet. Therefore, it is important to make a connection with customers through implementing technology.

6) Brand engagement through sports event. The research results show that brand engagement can use sports to drive their customers’ awareness of their products and services; however, the sports event should entertain customers. Then, creating sports events are new ways to brand engagement because fan and brand engagement is at the heart of business operation; sports entrepreneurs are always looking at new ways to create participation and involvement from customers or all stakeholders. Sports competition offers opportunities for businesses to benefit from initiatives that encourage fans to engage with sports [9]. Sports events help customers consume and share their high-quality brand and service. Thus, brand engagement through sports event could be a vital factor to sustainable business operation for the indoor futsal field.

7) Continuous promotion of innovation and creativity through activity-based public relations, sports marketing, and service providers. According to this study, it finds that promoting the activities to achieve ongoing development and improvement is necessary for the sustainable business operation. [6] claims that, despite some control and supervision that may interfere with the success, increasing the potential for flexibility in the organization is very necessary in order to enhance the potential of business operation; it is necessary to promote innovation and creativity through activities or they should be coordinated to solve the technical issues caused by their consumption of the product [10]. Therefore, the enhancement of business operation through continuously promoting innovative and creative activity-based public relations, sports marketing, and good quality of service providers have contributed to the success of sports entrepreneurs. 661 Kittikun Sangnin et al. / Proceeding – Social Science (2018), page 653-662

Figure 1. Essential Factors for Sustainability in Business Operation of Indoor Futsal Field Rental Business

Suggestions from the research results

1. The indoor futsal field should focus on operation management and the process or standardized approach to increase efficiency; it can also help improve the quality of service. In addition, technology can be applied to improve the performance. They should prioritize and pay attention to the participatory processes of many sectors; this is in order to make the management and development of the indoor futsal field rental business grow and develop sustainability. 2. It is important to focus on developing and creating public relations and marketing activities that are beneficial to society and the community. This could add value to the sports entrepreneur’s ongoing services.

Suggestions for the next research 1. The next research should study the potential of other sustainable management practices, and the success of the model of business operation should be applied to recognize the effectiveness of the management approach. 662 Kittikun Sangnin et al. / Proceeding – Social Science (2018), page 653-662

2. It should be further studied in terms of the potential of factors that contribute to the success of the sustainability of business operation, such as what are some of the influences that can affect the business's goals.

References

[1] Kunjanart Chancharoen, Rakit Yod-Nil, Sunthorn Viriyasiri-Paisan, (2011). The Service Business Model for Indoor Field Rental (online). Retrieved February 8, 2018 from http:// www. cmmu.mahidol.ac.th/cmmushowcase /index.php/showcase/3-strategy- and-business-model-/10-2011-04-21-07-17-02. [2] Theerakitti Navaratana Na Ayudhaya, (2006). Service Marketing: Concept and Strategies, Edition 2nd. Bangkok: Active Print Publishing. [3] Denzin, N. K. & Lincoln, Y.S. (2011). Handbook of Qualitative Research (4 edn.). Thousand Oaks, CA: Sage. [4] Avery, G.C. (2005). Leadership for sustainable futures: Achieving success in a competitive world. Cheltenham, UK, Edward Elgar Publishing. [5] Elkington, J. (1997). Cannibals with Forks: The Triple Bottom Line of Twenty-First Century Business. Capstone, Oxford. [6] Dart, R. (2004). The legitimacy of social enterprise, non-profit. Management & Leadership. 14(4): 411-24. [7] Talbot, C., Tregilgas, P. & Harrison, K (2002). Social Enterprise in Australia: An Introductory Handbook. Retrieved February 3, 2018 from http://www.tasregionalarts.org.au/assets/Social_Enterpse_Part1_2.pdf [8] Bowden,J. (2009). The process of customer engagement: A conceptual framework. Journal of Marketing Theory and Practice 17(1):63–74. [9] Christodoulides, G. (2009). Branding in the post-internet era. Marketing Theory 9(1):141–144. [10] Fichtner, W., Tietze-Stöckinger, I., Frank, M. & Rentz, O. (2005). Barriers of inter- organisational environmental management: two case studies on industrial symbiosis. Progress in Industrial Ecology – an International Journal 2 (1), 73–88. Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Other relevant areas (Track II), May 2018, page 663-672 www.iseec2018.kbu.ac.th The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

Multivariable Calculus in Gold Trade Poramate (Tom) Pranayanuntana1 1Adjunct Lecturer, School of Business and Technology, Webster University Thailand, [email protected]

ABSTRACT In this paper, the researcher assumes that the gold-spot price is a time-independent smooth function of only two independent variables namely Philadelphia Gold And Silver Index (XAU) and US Dollar Index (DXY). Some local - (XAU, DXY) regressions are then obtained and multivariable calculus concepts are used to study the spot price and (XAU, DXY) relation. The raw data of gold spot price, XAU, and DXY are used to form linear-, quadratic- and cubic- regressions. Subsequently, Multivariable Calculus concepts, especially those related to optimization, are to be performed with these approximated surfaces.

Keywords: Linear Regression/Approximation, Tangent Plane, Quadratic Regression / Approximation, Cubic Regression/ Approximation, Multivariable Calculus, Multivariate Calculus, Vector Calculus, Directional Derivative, Cross Section, Contour Lines, Contour Diagram, Gradient, Direction of Maximum Rate of Increasing, Lagrange Multipliers and Constrained Optimization, Gold Spot, Philadelphia Gold and Silver Index, XAU, US Dollar Index, DXY

1. Introduction

Gold spot price is the current price in the gold market; in this paper, the researcher uses USD as its unit. According to Wikipedia, “The Philadelphia Gold and Silver Index, denoted by XAU, is an index of some thirty precious metal mining companies that is traded on the Philadelphia Stock Exchange, the U.S. Dollar Index (USDX, DXY) is an index (or measure) of the value of the United States dollar relative to a basket of foreign currencies, often referred to as a basket of U.S. trade partners’ currencies.” the researcher assumes that the gold spot price is a time-independent smooth function of these two

664 Poramate (Tom) Pranayanuntana / Proceeding – Social Science (2018), page 663-672 independent variables. Of course, this is not the case in real gold trade, but we are trying to study the relation between the gold price and these two input variables when other variables are fixed. In the real gold market there are many factors such as the news on world economy, terrorist attacks, disasters, and wars; each of these have a major influence on gold price. So in order for us to get a good model that limits the effect of these factors, the researcher should take the data when the effect of these news have faded away.

2. How to Obtain a Model from the Collected Data - A Linear Least Squares Problem and Its Solution

As an example, the researcher will use the following collected data of XAU, DXY, and gold spot price (XAU=USD) to obtain our linear-, quadratic-, and cubic-regressions/ approximations as follows.

Number XAU DXY gold spot price (XAU/USD) 1 89.91 101.42 1236.00 2 66.34 97.12 1255.00 3 48.52 97.19 1099.51 4 69.25 95.39 1181.70 5 64.83 86.88 1165.00 6 79.68 85.99 1204.90 7 84.20 91.74 1239.60 8 85.09 80.42 1264.20 9 101.95 80.14 1337.70 10 80.80 80.27 1230.70 11 86.37 80.90 1231.40 12 88.08 81.12 1247.60

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The full coverage of linear least squares can be found in [1].

3. How to Analyze the Model Obtained from the Collected Data – Lagrange Multipliers Technique for Constrained Optimization

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Knowing that the estimate market of the spot price during this time of year would swing between the lowest price of 1242.91 usd/toz on Dec 11, 2017 which was lower than the estimated lowest one-year trend price of 1255.12 usd/toz to the estimated highest one- year trend price during Feb 14-16, 2018 (Chinese New Year) of 1366.68 usd/toz, and to be on a safer side we pick the highest possible price of 1363.32 usd/toz.

By plotting the estimated trajectory of (xau,dxy) together with the contour diagram of the quadratic regression surface of the price as a function of xau and dxy, we can estimate closing price that yields maximum profit by the Lagrange Multipliers technique in constrained optimization. In the above example we can see that the best price to close the long or buying order of the spot gold is between around 1350 usd/toz and 1363.32 usd/toz; those points in each plot correspond to the tangent point between the estimated trajectory of (xau,dxy) and the contour line or level curve of the spot price in the contour diagram. As more data were collected each day, the clearer estimated point of maximum profit appeared.

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4. Conclusions

In practice, for the above data and calculation result we can set the closing long order in steps ranging between 1350 ust/toz and 1363.32 usd/toz and set the least risky long orders to be closed at 1366.68 usd/toz.

Several other technical terms of Multivariate Calculus or Vector Calculus such as the gradient and the directional derivative can be applied by estimating the rate of change of the spot price in the displaced direction from one (xau,dxy) to the next or even along the estimated trajectory from the price contour diagram. Gradient vector field of the price can be plotted and gradient vector at each point in the xau-dxy-plane can be estimated and used to find the directional derivative or the rate of change of the price at particular point in a certain direction. The direction of the maximum of rate of change of the gold price or the direction of the gradient vector at each point of interest can be estimated and plotted on the graph. Partial derivative of the gold price with respect to dxy happens when the value of xau is fixed while dxy is moving due to the time of the day when the xau market is closed, thus our regression is a function of only one variable, dxy, and this can be represented by the cross-section of the regression price function with xau held constant. The practical interpretation of these multivariable calculus terms should help an investor learn the characteristics of the market at each moment and help him or her forecast the price and/or profit and decide when to enter or when to leave the market. The general knowledge of multivariable calculus can be found in [2].

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Acknowledgement

The author wishes to express his gratitude to his two children, Brooklyn and Brave, for being the hope for the rest of his life. A thank also goes to K. Sumetha Vunaphan, who introduced the author to the gold trade mechanism and inspired him to find the relationship between the spot price and (xau, dxy).

References

[1] Heath, Michael T. (2009). Scientific Computing: an Introductory Survey. Ed 2. New York: McGraw Hill.

[2] Hughes-Hallett, Deborah, et al. (2017). Calculus: Single and Multivariable. Ed 7. New York: John Wiley & Sons, Inc.

Available online at www.iseec2018.kbu.ac.th Proceeding Social Science Area: Other relevant areas (Track II), May 2018, page 673-687 www.iseec2018.kbu.ac.th The 9th IInternatiionall Sciience,, Sociial Sciience,, Engiineeriing and Energy Conference''s e-Proceediing

National Survey on Architectural Practice in Thailand Thanathorn Kittikant Assistant Professor and Course Director, Master of Interior Architecture, Bangkok University, 559/427 The Parkland Grand Taksin, Taksin-Petkasem road, Bukkhalo, Thonburi, Bangkok 10600, E-mail: [email protected]

ABSTRACT This article focused on current professional practice situation among Thai architects. The objective of this research was to find threats or risk factors that caused the loss of human resources in architect’s career path in the past 7 years (2010-2016). Statistics from Architect Council of Thailand and all architectural schools were weaved together with hundreds questionnaires to find the numbers of architects who disappeared in all process in architectural practice; after graduation, Associate license examination, and Professional license examination. This statistics analysis showed that the loss of human assets highly increased every years in all processes, especially after the architects received their Chartered license due to 3 main reasons; the hardship of Associate license examination in Building Technology subject, the unessential privilege of Associate license, and the abortion from architect’s career due to the low incomes and overtime works that consumed their private lives.

Keywords: Architect, Architectural Practice, Professional Practice, National Survey

1. Introduction The large number of students annually admitted to Thailand’s architectural schools shows that architecture career is still one of the most favorite career among Thai people. In 2016 [1], there were more than 30 architectural schools in Thailand which were quite enough to produce young architects for our thriving construction industries. Surprisingly, the records from Thai architecture council show that more than half of Thai architects “vanished” from the career path; many graduate students did not attend the annual examination for Associate(Bhakhee) architect’s license which is the first license for young 674 Thanathorn Kittikant / Proceeding – Social Science (2018), page 673-687 architect, more Associate architects have not applied for Professional(Saman) architect’s license which approve architects to work in larger scales and scopes [2]. This unexplained shortage of architects could present treats to the architectural practice and also architectural education since many architectural schools in Thailand shared the same goal in producing young architects for construction industry. The five-year of education and apprenticing became waste, not only their own chances in architectural careers but also teaching resources and manpower that were used for architectural education. These worrisome losses brought the disappearance of Thai architect from their career path into questions; Why did the graduate students not attend in the associate license examination?, Why did the professional architects not apply for higher-degree licenses?, Where are they?, and What are they doing now? So, this national survey was funded from the Association of Siamese Architects (ASA) to solve those questions and to collect useful statistics from both Architect Council of Thailand and architectural schools. These statistics will be used for strategic planning among the Association of Siamese Architects, Architect Council of Thailand, and Council of Deans of Architecture Schools in Thailand (CDAST) to prevent those worrisome problems in the future and to enhance more potential in Thailand’s architectural education.

2. Conceptual Framework This research divided architectural career path into 2 phases; phase 1 - after graduation from architectural school, and Phase II – after getting the Professional license achievement. The achievement of Professional license can prove that those architects have already involved and not disappeared from their career part. So, the “vanishing” architects, in this case, were divided into 3 groups; (1) the “unregistered” architects or the graduated students who have not attended in the Associate architect’s license examination, (2) the “failed” architect or the graduate students who failed their first license examination. And (3) the “faded” architect who did not apply for Professional license. Since the architectural license in Thailand affected only to the main architectural practices, another related branch like interior architecture, landscape architecture, and urban 675 Thanathorn Kittikant / Proceeding – Social Science (2018), page 673-687 planning were excluded from this survey. The framework can be charted as follow. (see figure 1)

Figure 1 Conceptual framework on National Survey on Architectural Practice in Thailand

At first, this research focused on statistical analysis from the last 10 years (2006-2016). Overall processes were divided into 2 parts; (1) collecting quantitative data and statistics from architectural schools and Architect Council of Thailand to find out the number of each group of the vanishing ones, (2) collecting qualitative data from the vanishing architects by questionnaire to support the statistical analysis. Since the duration of research was limited into 90 days, the online questionnaire was more suitable in this situation.

3. Research Tools and Methods About collecting quantitative data, we can find the number of vanishing architects from the number of existing ones. For example, the number of first group, the unregistered architects, can be calculated by subtracting the number of Associate license applicants from the number of all graduate students. The number of failed architects can be calculated by subtracting the number of new Associate architect, who passed the examination, from the 676 Thanathorn Kittikant / Proceeding – Social Science (2018), page 673-687 number of all applicants. The last group, the faded architects, can be calculated by subtracting the number of new all Professional architects from the number of all Associate architects. This method can be visually explained by the following chart. (see figure 2) Questionnaires were applied into this research to support the statistical analysis. Since Our sample groups, the vanishing architects, cut off their connection with both Architect Council of Thailand and their architectural school, online questionnaire in familiar platform like Google Form which everyone can share in many applications like Facebook or LINE seems to be the best solution to reach them in limited time.

By Yamane’s formula [3], the sample size (n) can be calculated by population number (N) or the total number of graduate students between 2010-2016 which is 7,535. The sample 2 size were 380, which was given by formula n = N / 1+Ne2 (n= 7,535/ 1 + [7,535 x (0.05) ] = 379.97) Even the sample size calculated by Yamane’s formula is 381, the real sample size we could collect from online questionnaire, which was in active for 3 months (October- December 2016), is 584. These 584 samples gave us many useful information and led us to the statistical analysis which was divided into 3 parts by each category of vanishing architects: the unregistered ones, the failed ones, and the faded ones. For the number of existing architects, the annual number of graduate students from architectural school can be collected from Office of the Higher Education Commission’s database [1]. The rest number; the annual number of Associate license applicants, the annual number of new Associate architects who passed the exam, and the annual number of Professional architects can be all collected from Architect Council of Thailand’s database [3]. Since Architect Council of Thailand started their records on their Associate license applicants in 2010 and Professional license applicants in 2012, the scope of research was later reduced from 10 years to 7 years (2010-2016).

677 Thanathorn Kittikant / Proceeding – Social Science (2018), page 673-687

Figure 2 Method for collecting number of all 3 sample groups

4. Statistics on existing architects in architectural career path between 2010-2016 The numbers of existing architects in architectural career path between 2010-2016 which were collected from Office of the Higher Education Commission and Architect Council of Thailand are charted as follow. (see figure 3, 4, 5)

Figure 3 The number of existing architects in architectural career path between 2010- 2013. 678 Thanathorn Kittikant / Proceeding – Social Science (2018), page 673-687

Figure 4 The number of existing architects in architectural career path between 2014- 2016.

Table 1 Total numbers and percentage of existing architect between 2010-2016. Applicants for New New Associate Year Graduate students Associate Professional architects license architects 2010 888 876 611 0 2011 895 956 761 0 2012 915 823 814 32 2013 935 1,060 904 63 2014 2,155 1,129 1141 84 2015 1,184 1,114 1182 79 2016 975 1,257 869 114 Total (7 years) 7,535 7,215 6,282 372 Percentage 100% 91% 79% 4.6%

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The numbers from table 1 showed us that between 2010-2016 91% of graduate students (7,215 from 7,535) attended for Associate license examination but only 79% (6,282 from 7,535) had passed the exam and became Associate architects. Surprisingly, only 4.6% (372 from 7,535) got their Professional license afterwards which was a very worrisome number for Thailand’s architectural education and practice.

5. Statistics on vanishing architects in architectural career path between 2010-2016 From the mentioned method explained in Figure 2, we used the numbers of existing architects to calculate the numbers of vanishing architects as shown in Table 2. Note that we did not use the annual numbers to calculate due to the facts that the architectural students had no need to suddenly apply for the exam after they graduated, the “failed” architects could apply for the license examination every year, and the applicants for Professional license must have at least 2 year experiences as Associate architect. For these technical reasons we use the total numbers instead to analyze the overall numbers in the past 7 years. The results are as a shown in Table 2.

Table 2 Total numbers and percentage of vanishing architects between 2010-2016.

Group 1: Group 2: Group 3: Graduate Year the unregistered the failed the faded students architects architects architects Total (7 years) 7,535 732 933 5,910 Percentage 100% 9.2% 11.7% 74.3% The numbers from table 2 showed that between 2010-2016 only 9.2% of graduate students (732 from 7,535) did not apply for Associate license examination and only 11.7% (933 from 7,535) failed the exam. Most of vanishing architects from the career path were the Associate architecture who did not apply for professional license which were 74.3% (5,910 from 7,535). From this data, we adapted the numbers of 3 groups of vanishing architects into percentage. The results are as a shown in Figure 5.

680 Thanathorn Kittikant / Proceeding – Social Science (2018), page 673-687

n=7,575

Figure 5 Percentage of vanishing architects from the career path between 2010-2016

6. Statistical analysis on the vanishing architects from their career path. 6.1 Group 1: the unregistered architects

From figure 5, the unregistered architects, which are the graduated students who did not attend the Associate architect’s license examination, were the smallest groups among other vanishing architects. So, we can assume that most of graduate students were eager to achieve at least the Associate license for their professional practice. The questionnaire responses also acknowledged us why they did not attend the examination. 70% of responses (group 1/1) said that they didn’t want to be an architecture anymore. 30% of responses (group 1/2) said that they were not ready for the examination. When we combine these responses with the overall percentage of vanishing architects (Figure 5), the results can be charted as follow. (see Figure 6) The questionnaire asked further why sample group 1/1 quitted from architectural career. 48% said that they were already interested in another career. 26% said that they wanted to do other related career like designer, construction supplier, or architectural professor which don’t need any architectural licenses. Another 26% said that they did not have enough skills for architectural career and just realized about this after graduation. These last responses can be counted as human resource loss but are not so worrisome due to the percentage of these responses (1.8% from all graduate students) are very small compared to other careers.

n=7,575 681 Thanathorn Kittikant / Proceeding – Social Science (2018), page 673-687

n=7,575 Group 1/1 Quit from architectural career 5910, 78% 70% Group 1/2 Not ready for 732, 10% the exam Group 2 the Failed 933, 12% 30% architect

Figure 6 Percentage of the unregistered architects between 2010-2016

The questionnaire also asked sample group 1/2 why they were not ready for the examination. 9% said that the exam was too difficult and they needed more time for preparation. 18% informed that their architectural course was not accredited by the Architect Council of Thailand. 27% said that they just wanted to do other things like traveling or further studying before attending the exam. 46% found that the examination process was complicated since all applicants in Thailand have to attend the exam in Bangkok. For the last mentioned responses, this problem will be solved soon since the Architect Council of Thailand planned to use online examination system in the near future.

6.2 Group 2: the failed architects 12% of all graduate students failed their Associate license examination which reflected the hardship in Associate licensed examination. Since the examination were divided into 4 subjects; (1) planning and design, (2) building technology, (3) professional practice, and (4) communication skills, we should find out which one was the major cause by using the Architect Council of Thailand’s records. The results were shown in Table 3. Anyway, If we combine these data with the overall percentage of vanishing architects (Figure 5), the results can be summarized as Figure 7. Most of graduate students failed in Building Technology subject which the number of these failed applicants were obviously higher than another subject in every year. Building Technology is the subject about building system, building construction, and materials which 682 Thanathorn Kittikant / Proceeding – Social Science (2018), page 673-687 was taught almost every year of all architectural schools. But the results as shown in the chart were still worrisome enough for architectural school to concern how to teach this subject more effectively.

Table 3 Total numbers and percentage of the failed architects in each subject. Subject Year Planning & Building Professional Communication Design Technology Practice Skills 2010 450 610 351 0 2011 649 753 339 136 2012 485 838 339 206 2013 491 996 547 309 2014 603 849 638 243 2015 535 691 598 151 Total (6 years) 3,213 4,737 2,812 1,045 Percentage 27% 40% 24% 9%

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n=7,575

Figure 7 Percentage of the failed architects between 2010-2016

6.3 Group 3: the faded architects

The faded architects or the Associate architects who did not apply for Professional license are the largest group of the vanishing architects. The questionnaire responses informed us why they were not interested in Professional license. After we combine these responses with the overall percentage of faded architects (78%), we found that 38% of this sample group (group 3/1) thought that the Professional license was unnecessary for their career which reflected the unessential privilege of Associate license nowadays, 22% (group 3/2) were the underqualified architects for Professional license. The rest 18% (group 3/3) were the Associate architects who already retired from architectural career. These results can be charted as follow. (see Figure 8)

About sample group 3/1, the questionnaire asked further why they thought that the Professional license was unnecessary. 40% said that their scope of works, which were construction management or non-design-related jobs, did not need the Professional license. 38% said that the Associate license was enough for their scope of works. 14% informed that 684 Thanathorn Kittikant / Proceeding – Social Science (2018), page 673-687 their architectural firm already had someone who was responsible for license guarantee. The last 8% planned to retire from their career in the near future. The major reasons why they wanted to retire are low incomes and there is no progress on their jobs which were the serious treats to architectural careers.

n=7,575

Figure 8 Percentage of the faded architects between 2010-2016

The questionnaire also asked sample group 3/2 what made them underqualified for Professional license application. 42% informed that their architectural portfolios were not enough for the Architect Council of Thailand’s criteria. 32% were still looking for their documentations and evidence papers. Another 26% found hardship from asking for the letter of guarantee from project owner. Many responses from this sample group agreed that the application process was too complicated with load of documentations and evidences in need. They also commented that the Architect Council of Thailand required too many design portfolios since many architects did not involve in design process anymore.

When we asked sample group 3/3 or the Associate architects who planned to retire in the near future what are they going to do next. 74% still wanted to work in architecture- related careers such as architectural professor, designer, investor, contractor, or supplier. Only 26% were looking for another career. These results can be charted as follow. (see Figure 9) 685 Thanathorn Kittikant / Proceeding – Social Science (2018), page 673-687

Figure 9 Percentage of careers preferred by retired Associate architect

7. Discussion and Conclusions One of the major causes of the current shortage of Professional architects came from the attitude of Thai architects towards the Professional license. Most of them thought that the license itself was unnecessary since the first-level Associate license already covered all small-scale works and most architectural firms already had senior architect who was responsible for license guarantee in larger scale works. So, the Architect Council of Thailand should intervene the seniority system in architectural firm and encourage individual architects to see the Professional license as their higher achievement in their career. In this case, the reward strategy should be considered by both the Architect Council and architectural firms’ HR since low incomes and no career progress are another major causes why the Associate architects retired from their career. Another worrisome issue we found in this survey is graduate students’ lack of knowledge on building technology. Since building technology is about making the design more practical in any modern situations, lack of these knowledges could handicap the potential of young architect to compete with others, especially ASEAN architects who already legitimated to work in Thailand since Thailand had signed the ASEAN Framework Agreement on Services (AFAS) in 2015. Architectural schools need to take this issue more seriously by figuring out how to teach building technology more effectively. The Architect Council of Thailand can also help by managing the training courses for all licensed architects. 686 Thanathorn Kittikant / Proceeding – Social Science (2018), page 673-687

7. Acknowledgement This research was partially supported by Virat Rattakorn, board of director, Architect Council of Thailand. We thank our colleagues from School of Architecture, Bangkok University who provided insight and expertise that greatly assisted the research. We also thank Dr. Mayuree Suacamram for assistance with statistics method that greatly improved the overall research.

References [1] Office of the Higher Education Commission. (2012). Khlang Khormoon Udomsuksa (Higher Education’s Database). Retrieved from http://www.data3.mua.go.th/dataS [2] Architect Council of Thailand. (2013). Kan Khor Luen Radap (Level Promotion). Retrieved from http://www.act.or.th/th/up_level/ [3] Architect Council of Thailand. (2013). Kotmai Vichacheep (Law for Architectural Practice). Retrieved from http://www.act.or.th/th/legal [3] Taro Yamano. (1967). Statistics, An Introductory Analysis. 2nd Edition. New York : Harper and Row.

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Author’s Profile

Thanathorn Kittikant (PhD) Assistant Professor and Director of Master Degree Programs School of Architecture, Bangkok University E-mail: [email protected] Disciplines: Thai and Southeast Asian Architecture History and Theory of Architecture Education: Faculty of Archaeology, Silpakorn University Doctor of Philosophy – PhD, Thai Art History (2008-2013) Master of Art – MA, Art History (2004-2006) Faculty of Architecture, Chulalongkorn University Bachelor of Architecture – BArch, Architecture (1998-2003) Publications: Thanathorn Kittikant. (2014). Mahadhatu. 1st edition. Bangkok : Matichon. Thanathorn Kittikant. (2012). “Udumbaragiri and its relationships with Sukhothai Architecture”. Damrongvichakarn. Vol.11 no.2 (July-December 2012) : 170-194. Thanathorn Kittikant and others. (2012). Silapakam nok Krung Kao [The Art outside Ayutthaya]. 1st edition. Bangkok : Chulalongkorn University. Thanathorn Kittikant and others. (2012). Ngan Chang Sukhothai [The Art of Sukhothai]. 1st edition. Bangkok : Chulalongkorn University. Thanathorn Kittikant and others. (2012). Alangkarn Lanna [The Art of Lanna]. 1st edition. Bangkok : Chulalongkorn University. Thanathorn Kittikant and others. (2011). Buddha Silpa Thin Tai [The Art of Southern Thailand]. 1st edition. Bangkok : Chulalongkorn University. Thanathorn Kittikant and others. (2010). Buddha Silpa Thin Tai [The Art in Ayutthaya]. 1st edition. Bangkok : Chulalongkorn University. Achievement: CDAST (Council of Deans of Architecture Schools in Thailand)’s Best young researcher on Thai Architecture 2015-2016.