© Published by Kasetsart University, Bangkok, Thailand ISBN (e-Book) 978-616-278-573-3 Sustainable tourism: Shaping a Better Future Bangkok, Thailand July 20th and 21st, 2020 PROCEEDINGS WP5 – NETWORK FOR NATIONAL AND CROSS- COUNTRY EXCHANGE i TOURIST 2nd Cross-border Conference - Proceedings TOURIST: Competence Centres for the Development of Sustainable Tourism and Innovative Financial Management Strategies to increase the positive impact of local tourism in Thailand and Vietnam TOURIST Consortium: FH JOANNEUM Gesellschaft mbH (Austria), Universidad de Alicante (Spain), Haaga-Helia University of Applied Sciences (Finland), Hue University (Vietnam), University of Social Sciences and Humanities Hanoi (Vietnam), University of Social Sciences and Humanities Ho Chi Minh City (Vietnam), Kasetsart University (Thailand), Burapha University (Thailand), Payap University (Thailand), Prince of Songkla University (Thailand), The Thailand Community Based Tourism Institute (Thailand). The TOUTRIST Project is co-funded by the Erasmus+ Programme of the European Union, with Grant Agreement for an Action with multiple beneficiaries under project reference No. 585785-EPP-1-2017-1-AT-EPPKA2-CBHE-JP. The Erasmus+ Programme is implemented by Educational, Audio-visual and Culture Executive (EACE) Agency. The European Commission support for the production of this publication does not constitute any endorsement of the contents which reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein. ii TOURIST 2nd Cross-border Conference - Proceedings Legal notice The present document was developed and edited by the partner institutions of the Erasmus+ Project ‘Competence Centres for the Development of Sustainable Tourism and Innovative Financial Management Strategies to increase the positive impact of local tourism in Thailand and Vietnam, under the coordination of the University of Alicante (Spain), WP5 leader, and FH JOANNEUM Gesellschaft mbH, project coordinator. The results, views and opinions expressed in this publication are those of the authors, and the European Commission cannot be held responsible for any use which may be made of the information contained therein. All contents generated by the TOURIST project are protected by intellectual property laws, in particular copyright. Edited by the TOURIST Consortium © TOURIST consortium 2020 All rights reserved Reproduction is authorised provided the source is acknowledged Please cite this publication as: TOURIST project. 2020. Proceedings of the TOURIST 2nd Cross-Border Conference “Sustainable tourism development: Lessons learned for South East Asian countries”. Erasmus+ Programme of the European Union. iii TOURIST 2nd Cross-border Conference - Proceedings TABLE OF CONTENTS TABLE OF CONTENTS ................................................................................................................................... iv ACKNOWLEDGEMENT ................................................................................................................................ vii EXECUTIVE SUMMARY ................................................................................................................................ vii DAY ONE: Monday, 20th July 2020.............................................................................................................. ix DAY TWO: Tuesday, 21st July 2020 .............................................................................................................. x Arachchi R.S.S.W./PERCEPTIONS AND ATTITUDES OF FEMALE TOURISM GRADUATES TOWARDS RETENTION IN THE TOURISM INDUSTRY: WITH SPECIAL REFERENCE TO SRI LANKA .................................. 1 Aung Mar Mar, Jirapa Pradera Diez/SUSTAINABLE LOCAL FAMILY-OWNED TRAVEL AGENCIES IN MANDALAY ................................................................................................................................................. 11 Becker Hilary/THE CUBAN TOURISM INDUSTRY AND OPPORTUNITIES FOR CUBA’S RESPONSE DURING THE COVID-19 GLOBAL PANDEMIC SHUDOWN TO EMERGE IN A MORE COMPETITIVE POSITION ........... 23 Bejrapa Puwanandh, Surang Hensawang/THE RELATIONSHIP BETWEEN CORPORATE GOVERNANCE AND RETURN: AN EMPIRICAL EVIDENCE OF TOURISM & LEISURE AND TRANSPORTATION & LOGISTICS SECTORS IN THE STOCK EXCHANGE OF THAILAND .................................................................................... 27 Chen Bihan, Nirundon Tapachai/RESPONSIBLE TOURISM BEHAVIOR OF CHINESE TOURISTS IN THAILAND .... 41 Chuatrakul Wutthipong, Jaranya Daengnoi, Duangporn Onwan, Chawan Maleehom/COMPETENCY IMPROVEMENT FOR COMMUNITY MEMBERS FOR COMMUNITY BASED TOURISM MANAGEMENT IN HIGHLAND: A CASE STUDY OF KANLAYANIWATTANA DISTRICT, CHIANG MAI PROVINCE AND MAE FAH LUANG DISTRICT, CHIANG RAI PROVINCE. ................................................................................................. 55 Do Hai Yen, Nguyen Thi Ngoc Anh/CURRENT SITUATION AND DEVELOPMENT SOLUTIONS OF VIETNAMESE TOURISM COMPANIES PERIOD OF COVID-19 ....................................................................... 58 Friedl Harald A./PANDEMICS – THREAT OR EVEN INDISPENSABLE FOR SUSTAINABLE TOURISM? A SYSTEMIC APPROACH TO RE-CONCEPTUALIZE THE MEANING OF THE “CORONA VIRUS” FOR THE RESILIENCE OF THE GLOBAL TOURISM SYSTEM. ........................................................................................ 70 Friedl Harald A./THE ART OF CREATING SUSTAINABLE NETWORKS: A TARGET GROUP-ORIENTED APPROACH .................................................................................................................................................. 88 Gnanapala Athula, D. H. Nipuni Dinusha Jayalath/SOCIO-ECONOMIC IMPACT OF WILDLIFE TOURISM ON LOCAL COMMUNITY WITH SPECIAL REFERNCE TO YALA NATIONAL PARK, SRI LANKA ............................. 92 Karunarathne, A.C.I.D., Gamage, P.G.M.S.K., Amarawansha, T.G.A.H.C./HOW FAR HOTELIERS HAVE SUSTAINABLE ORIENTATION AND LEVEL OF DECISIVE ON SUSTAINABLE INNOVATION INITIATIVES; EVIDENCE FROM HOTELS IN KANDY DISTRICT, SRI LANKA ....................................................................... 100 Krasae-in Aracha , Prawut Yaemyolngam/THE CONTEMPORARY ARCHITECTURAL TOURISM OF BANGKOK .................................................................................................................................................................. 115 iv TOURIST 2nd Cross-border Conference - Proceedings Kunjuraman Velan/LIVELIHOODS DIVERSIFICATION THROUGH COMMUNITY-BASED ECOTOURISM IN SABAH, MALAYSIAN BORNEO ................................................................................................................... 127 Law Colin C.H, Chatchawan Wongwattanakit, Kamontorn Prompitak/EXAMINING THE ECONOMIC DETERMINANTS OF AIR TRANSPORT IN THE SOCIALIST REPUBLIC OF VIETNAM ..................................... 130 Le Thi Thu Ha, Nguyen Dinh Phuc, Le Buu Thach, Phan Văn Trung/MANGROVE FIELD STUDY – AN EDUCATIONAL TOURISM MODEL IN CAN GIO MANGROVE BIOSPHERE RESERVE, VIETNAM .................. 137 Musa Fazilah, Rosmalina Abdul Rashid, Nur Azleen Mohd Hazan/LOCAL COMMUNITIES' WILLINGNESS TO PAY FOR TAGAL CONSERVATION AT KIULU RIVER IN SABAH, BORNEO .............................................. 148 Ngo Thanh Loan/RISK ASSESSMENT FOR SUSTAINABLE ECOTOURISM DEVELOPMENT IN THE MANGROVE BIOSPHERE RESERVE OF CAN GIO, HO CHI MINH CITY, VIETNAM ........................................................... 154 Nguyen Huu Duy Vien/ASSESSMENT OF POTENTIAL CAPACITY OF TOURISM RESOURCES FOR SUSTAINABLE TOURISM DEVELOPMENT IN THE PLAIN AND COASTAL AREAS OF QUANG BINH PROVINCE, VIETNAM .................................................................................................................................................. 164 Nguyen Thi Minh Nghia, Nguyen Thi Thuy Van, Tran Huu Tuan/INVESTIGATING FACTORS AFFECTING LEARNER’S NEEDS OF E-LEARNING PROGRAMS IN TOURISM: CASE IN THE CENTRAL COASTAL REGION OF VIETNAM .................................................................................................................................................. 173 Nguyen Thi Ngoc Anh, Do Hai Yen/COMMUNITY-BASED TOURISM DEVELOPMENT: A POVERTY ALLEVIATION DIRECTION FOR ETHNIC MINORITIES IN VIET NAM (CASE STUDY: THE CAO LAN PEOPLE IN BAC GIANG PROVINCE) ............................................................................................................................. 188 Nguyen Thi Thanh Nga/CORPORATE SOCIAL RESPONSIBILITY: A CASE STUDY OF ACCOR HOTELS GROUP .................................................................................................................................................................. 203 Nguyen Xuan Hai, Tran Duc Thanh/SAM SON MARINE TOURISM ADAPTATION TO CLIMATE CHANGE . 213 Parasakul Lertporn/CATEGORIZATION OF UNCIVILIZED TOURIST BEHAVIOR PERCEIVED BY THE THAI HOSTS AND THE CHINESE TOURISTS VISITING THAILAND ........................................................................ 225 Phuc Duong-Truong/WHAT IS THE SOLUTION FOR SUSTAINABLE DEVELOPMENT OF FLOATING MARKET TOURISM IN THE VIETNAMESE MEKONG DELTA? .................................................................................... 251 Promchanya Aphirom/ECOTOURISM AS AN ALTERNATIVE SUSTAINABLE TOURISM IN NEPAL: CASE STUDY OF ANNAPURNA CONSERVATION AREA (ACA) USE OF RENEWABLE ENERGY ON TOURISM SECTOR. ...................................................................................................................................................