Conference Proceedings Organized by Dusit Thani College 29 November – 2 December 2017 Bangkok, Thailand Published by Dusit Thani College 1 Soi Kaenthong (Next to Seacon Square), Nongbon, Pravet, Bangkok Thailand 10250 Copyright © 2017 Dusit Thani College and the respective authors. All rights reserved. Partners/Sponsors 1 Committees Event Chair Professor Sarote Phornprapha, Ph.D. President Dusit Thani College Director of Dusit Education Thailand Operations Event Co-Chair Professor Dimitrios Buhalis Head of Department of Tourism and Hospitality & Director of eToursismlab Faculty of Management Bournemouth University Event Organizing Committee Kanjana Hannon Dusit Thani College Chirawut Kanogart Dusit Thani College Pichaya Noranitiphadungkarn Dusit Thani College Yupin Patarapongsant, Ph.D. SASIN, Graduate Institute of Business Administration of Chulalongkorn University Pattarawan Prasarnpanich, Ph.D. SASIN, Graduate Institute of Business Administration of Chulalongkorn University Kreangchai Rungfamai, Ph.D. Dusit Thani College Puttithorn Jirayus, Ph.D. Dusit Thani College Sasiphatr Pitirote Dusit Thani College 2 Research Paper Committee Dr. Pattarawan Prasarnphanich Sasin Graduate Institute of Business Administration Chulalongkorn University, Thailand Assistant Professor Dr. Worakamol Wisetsri King Mongkut’s University of Technology North Bangkok, Thailand Assistant Professor Dr. Chulaporn Kobjaiklang Rattana Bundit University, Thailand Dr. Tawan Vigripat Rattana Bundit University, Thailand Dr. Tanompong Panich Rajamangala University of Technology Thanyaburi, Thailand Dr. Apitep Saekow Stamford International University, Thailand Dr. Savanid Vatanasakdakul Macquarie university, Australia Dr. Suwichit Chaidaroon University of Technology Sydney, Australia Dr. Mototaka Sakashita Keio Business School, Japan Professor Dimitrios Buhalis Bournemouth University, UK Dr. Betty J. Chung KAIST College of Business, South Korea Dr. Puttithorn Jirayus Dusit Thani College, Thailand 3 International Scientific Committees Professor Kaye Chon Dean and Walter Kwok Foundation Professor in International Hospitality Management, School of Hotel and Tourism Management, The Hong Kong Polytechnic University Professor Cihan Cobanoglu Endowed Chair Professor of the College of Hospitality and Tourism Leadership (CHTL) & Director of the M3 Center for Hospitality Technology and Innovation, The University of South Florida Sarasota-Manatee (USFSM) Editor of the Journal of Hospitality and Tourism Technology (JHTT) Professor Nigel Hemmington Dean – Faculty of Culture and Society Pro Vice-Chancellor International Professor of Tourism Auckland University of Technology (AUT) Professor Fevzi Okumus Professor in the Hospitality Services Department, Rosen College of Hospitality Management, University of Central Florida Editor-in-Chief of the International Journal of Contemporary Hospitality Management (IJCHM) 4 International Advisory Board Professor Dimitrios Buhalis Bournemouth University Professor Carlos Costa University of Aveiro – Portugal Mr. Paolo Cuccia Gambero Rosso Holding Spa Mr. Ragnar Fridriksson World Association of Chef Societies (WACS) Dr. Agnès Giboreau Institute Paul Bocuse, France Dr. Mario Hardy The Pacific Asia Travel Association (PATA) Perry Hobson Taylor’s University Cathy Hsu The Hong Kong Polytechnic University Andrew Jones Sanctuary Resorts Alex Mavro The Corporate Responsibility & Ethics Association for Thai Enterprise Wiendu Nuryanti Universitas Gadjah Mada (UGM), Yogyakarta Yateendra Sinh Lausanne Hospitality Consulting SA Yoshiki Tsuji Tsuji Culinary Institute 5 Table of Contents Page A Review of Biological Activity of Thai Turmeric and and Pandan Leaves and its Implications to Human Health Kristine L. Mangundayao ....................................................................................................................................... 9 Awareness and Implementation of Green Practices in the Meetings-, Incentives-, Conventions- and Exhibitions- (MICE) Industry: The Case of Phuket, Thailand Florence Anjali Garin and Dr. Tatiyaporn Jarumaneerat .............................................................................. 16 Chedi Hoi Temple, the Religious Tourism Destination of Pathum Thani Province Noppadol Dharawanij ............................................................................................................................................ 28 Community Participation in Homestay Business Management in Loei Province, Thailand Wisissak Udommala ............................................................................................................................................... 38 Creative Tourism in Thailand: A case Study of Experiential Tourism at Baan Nam Chiew Communityin Trat Province Maneerat Aroonrungsap ........................................................................................................................................ 49 Culinary Experience in Tourism Destination as Negotiation between Tradition and Modernity: Insights from The Traditional Themed Touristic Market Thanya Lunchaprasith ........................................................................................................................................... 56 Do Tourists Expect Travel Organizations to Be Socially Responsible? - A Grounded Theory Approach Montakan Chubchuwong ...................................................................................................................................... 68 EMBOK’s Conceptual Design model for Special Events in Gracious Hospitality in Thai context and In-depth Literature Reviews Jenasama Srihirun and Sasiphatr Pitirote ......................................................................................................... 82 Factors Affecting Exposure to Travel Information of Second Tier and Third Tier Chinese Tourists Travelling to Thailand Susaraporn Tangtenglam, Dr. Keerati Trakansiriwanich, Dr. Winitra Leelapattana and Assistant Professor Dr. Suwaphat Sregongsang ....................................................................................... 92 Gracious Hospitality in Thailand in the View of Foreigners Dr. Chudkayapud Charoenpong .......................................................................................................................... 100 6 Table of Contents (Cont.) Page Guidelines to Promoting Gastronomy Tourism Through Thai Cooking Schools in Bangkok Natnaree Smith, Nontawan Prasertsri and Kingkanok Saowapawong ...................................................... 108 Homestay Tourism toward The Philosophy of Sufficiency Economy Jantiwan Samati and Jutima Boonmee ............................................................................................................ 118 Investigation of Gastronomy Tourism in Case of Thailand's Street Food Chakrit Srisakun, Watit Intuluck, Chudkayapud Charoenpong and Akhilesh Trivedi ............................. 126 Key Factors in Delighting Female Professional: Case study of Bar in Bangkok Taron Apithanasitthikul ......................................................................................................................................... 137 Marketing Mix Factors Effecting Consumers Decision to dine at Italian Restaurant in Bangkok Jaruphant Jirayus .................................................................................................................................................... 147 Optimizing the Applications of New Technologies in Restaurant Shaping the Future of Travel Chamaiporn Sridakam ........................................................................................................................................... 153 Perceived Credibility of Celebrity is the Key to Boost Consumers’ Purchase Intention on Social Networks Panjapat Chanthawut and Dr. Matsorn Kitbamrung ...................................................................................... 159 Perceived Risk on Consumers’ Behaviour Chamaiporn Dejlertprayoon, Dr. Sarote Phornprapha and Dr. Pornprom Suthatorn ............................. 164 Relationship Among Visitors’ Demographic Characteristic, Spa Service Quality and Spa purchasing decision in Ayutthaya province Kawinpob Saiphet and Sorapol Khattiyasuwan ............................................................................................. 175 Seasonality in Tourism in Thailand Varaporn Kukiettikulchai ....................................................................................................................................... 188 Service Marketing Mix Affecting to Gastronomic Tourism Motivation in Ayutthaya, Thailand Nutrada Maimala .................................................................................................................................................... 195 Service Quality in Thailand 4.0 Kananurack, P., Sroysing, K. and Hoare, A., G. ................................................................................................. 205 7 Table of Contents (Cont.) Page Social Media and Mobile Service on Travel Experiential Values in Aging Tourists: A Conceptual Review and Perspective Apichart Tilokskulchai and Somruthai Soontayatron .................................................................................... 212 Sustainable of Community-Based Tourism: A case study in Baan Pong Huai Lan, Chiangmai Province Pattamapirat Buntanaseth ................................................................................................................................... 221 The Concept of Green