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Papers by Niramol Promnil
Social Science Research Network, 2024
Cogent business & management, Jun 22, 2024
Previous literature on HRM and knowledge sharing behaviour highlight the role of HRM in influenci... more Previous literature on HRM and knowledge sharing behaviour highlight the role of HRM in influencing interpersonal or psychological knowledge sharing factors, and potentially establishing social capital elements for knowledge sharing. However, the majority of previous studies have been undertaken in knowledgeintensive companies and, therefore, the understanding of how HRM fosters knowledge sharing in labour-intensive companies, particularly boutique hotels,
The issue of tourist market segmentation is not new in tourism industry, but it is not receiving ... more The issue of tourist market segmentation is not new in tourism industry, but it is not receiving attention in homestay sector. This paper aims to identify market segments of community-based homestay in Thailand. A mixed method research with interviews and online questionnaires was employed. Thematic analysis method was used to analyses qualitative data collected from 23 Thai informants. A cross-tabulation method and a cluster analysis with K-means design were employed to analysis data from 432 samples. This paper contributes 4 new market segments to the literature on market segmentation in community-based homestay in Thailand, namely ‘a loyal homestay tourist’, ‘a potential homestay tourist’, ‘a churning homestay tourist’, and ‘an unprompted – homestay tourist’. Also, it emerges 4 subsegments of loyal and potential homestay tourist based on motivation, including ‘real and simply local life lovers/seekers’, ‘beautiful natural scenery lovers/ seeker, ‘a local life lover family’ and ‘a...
Journal of Namibian Studies : History Politics Culture
Tourism industry is one of the most important sectors in Thailand. However, it is the most sensit... more Tourism industry is one of the most important sectors in Thailand. However, it is the most sensitive industry to any crisis, whether natural disaster, terrorism, political instability, economic, or disease. The spread of COVID-19 has had a profound impact on the tourism industry worldwide, Thailand is no exception. This research attempts to study the impact and provide the survival strategies for inbound tour operators in Thailand. This qualitative research uses in-depth interviews with semi-structured questions as a research tool. The researcher interviewed six tour operators in major cities across Thailand namely, Bangkok, Chiang Mai, and Phuket. It was found that tour operators in Thailand suffered notably bad effects from the COVID-19 pandemic. Most of the businesses had to down-size their organisations, require staff to leave without pay or even lay-off staff since there are no international tourist arrivals due to the closured borders during country-wide lockdowns. It also fou...
Sustainability
The COVID-19 crisis has created serious and complex challenges for the hospitality industry. A bo... more The COVID-19 crisis has created serious and complex challenges for the hospitality industry. A body of literature has identified crisis management practices in the hotel industry at different phases of the crisis. However, the existing literature mainly includes research on large and leading hotels, and knowledge of crisis management practices for small and medium-sized (SME) hotels, particularly at the recovery stage of the crisis, is limited. This paper explores the post-COVID recovery strategies of 386 SME hotels in the upper northern part of Thailand. Structural equation modeling (SEM) was used to test the proposed hypothesis. The results indicate that customer relations (CR)-related and service provision (SV)-related strategies significantly affect SME hotel recovery. Meanwhile, cost-saving (CS) and revenue management (RM) strategies do not have a direct effect but are associated with CR and SV in facilitating SME hotel recovery. This paper provides useful information to assist...
Turkish Journal of Computer and Mathematics Education (TURCOMAT), Jun 4, 2021
Gastronomy Tourism Is A Widespread Tourism Trend In Thailand. This Leads The Increasing Number Of... more Gastronomy Tourism Is A Widespread Tourism Trend In Thailand. This Leads The Increasing Number Of Local Restaurants And Menus. This Phenomenon Is Dominated By The Privately Owned- Business And Located In Towns. It Is Neglected Gastronomy Tourism Operated By Local Community, Where The Tourist Can Gain Authentic And Real Local Experiences. Therefore, This Paper Employed A Development Research
And Applies A Participatory Action Research (PAR) To Initially Develop A Community- Based Gastronomy Tourism Site (CBGT) In A Second-Tier City In Northern Thailand. This Paper Reveals That Community-Based Tourism (CBT) Site In Northern Thailand Has A High Potential To Become A CBGT Site, In Terms Of Community Collaborations, The Variety Of Local Foods, And The Government Supports. Additionally, This
Paper Found That Thai Domestic Tourists Are More Likely To Have Their Expectations On Affective Experiences Than Cognitive Experience When Visiting A CBGT Site. Therefore, The Development Of CBGT In Northern Thailand Applied Affective Experience Components: Happiness, Relaxation, And Nostalgic Feeling, As A Core Experience Offered. However, The Development Is Considered An Incremental Innovation Due To
The Lack Of Service Quality And Operational Skills Of The Locals. This Paper Provides Recommendations For Further CBGT Development And Study.
Allied Business Academies, 2021
This research aims to assess the impacts of tourism on the economy, environment, social, and cult... more This research aims to assess the impacts of tourism on the economy, environment, social, and cultural aspects of Dokkhamtai District, Phayao Province, Thailand. Data were collected from 400 samples of people living in the Dokkhamtai District area using an Assessment Form on the impacts of tourism on the economy, environment, society, and culture. Data were analyzed using descriptive statistics: frequency, percentage, and Standard Deviation (S.D.). The results revealed that, across all aspects, the economy, environment, social, and cultural impacts of tourism were at a high level (=3.92); the highest appeared in the impact of tourism on social and culture aspects (=4.00), economic aspects (=3.98), and environmental aspects (=3.79), respectively. The impact of tourism on the economy, society, and culture in Dokkhamtai District, Phayao Province were affected by higher cost of living. Price controls should be considered within the organizational establishment to regulate the systematic tourism infrastructure. For society and culture, this impact affected people's relationships in negative ways due to competition in the commercial field. The community should preserve local culture and traditional practices. Moreover, the decreasing safety of tourists should also be a concern. Tourism in this community created detrimental effects on the environment. Suggestions to avoid unnecessary impacts consist of conducting meetings with the community, creating prevention plans for tourists' safety, studying carrying capacity, and regulating appropriate rules in delivering community's activities. These guidelines will bring the learning process to the community and create awareness to employ natural resources effectively.
Previous literature on HRM and knowledge sharing behaviour highlight the role of HRM in influenci... more Previous literature on HRM and knowledge sharing behaviour highlight the role of HRM in influencing interpersonal or psychological knowledge sharing factors, and potentially establishing social capital elements for knowledge sharing. However, the majority of previous studies have been undertaken in knowledgeintensive companies and, therefore, the understanding of how HRM fosters knowledge sharing in labour-intensive companies, particularly boutique hotels,
Social Science Research Network, 2024
Cogent business & management, Jun 22, 2024
Previous literature on HRM and knowledge sharing behaviour highlight the role of HRM in influenci... more Previous literature on HRM and knowledge sharing behaviour highlight the role of HRM in influencing interpersonal or psychological knowledge sharing factors, and potentially establishing social capital elements for knowledge sharing. However, the majority of previous studies have been undertaken in knowledgeintensive companies and, therefore, the understanding of how HRM fosters knowledge sharing in labour-intensive companies, particularly boutique hotels,
The issue of tourist market segmentation is not new in tourism industry, but it is not receiving ... more The issue of tourist market segmentation is not new in tourism industry, but it is not receiving attention in homestay sector. This paper aims to identify market segments of community-based homestay in Thailand. A mixed method research with interviews and online questionnaires was employed. Thematic analysis method was used to analyses qualitative data collected from 23 Thai informants. A cross-tabulation method and a cluster analysis with K-means design were employed to analysis data from 432 samples. This paper contributes 4 new market segments to the literature on market segmentation in community-based homestay in Thailand, namely ‘a loyal homestay tourist’, ‘a potential homestay tourist’, ‘a churning homestay tourist’, and ‘an unprompted – homestay tourist’. Also, it emerges 4 subsegments of loyal and potential homestay tourist based on motivation, including ‘real and simply local life lovers/seekers’, ‘beautiful natural scenery lovers/ seeker, ‘a local life lover family’ and ‘a...
Journal of Namibian Studies : History Politics Culture
Tourism industry is one of the most important sectors in Thailand. However, it is the most sensit... more Tourism industry is one of the most important sectors in Thailand. However, it is the most sensitive industry to any crisis, whether natural disaster, terrorism, political instability, economic, or disease. The spread of COVID-19 has had a profound impact on the tourism industry worldwide, Thailand is no exception. This research attempts to study the impact and provide the survival strategies for inbound tour operators in Thailand. This qualitative research uses in-depth interviews with semi-structured questions as a research tool. The researcher interviewed six tour operators in major cities across Thailand namely, Bangkok, Chiang Mai, and Phuket. It was found that tour operators in Thailand suffered notably bad effects from the COVID-19 pandemic. Most of the businesses had to down-size their organisations, require staff to leave without pay or even lay-off staff since there are no international tourist arrivals due to the closured borders during country-wide lockdowns. It also fou...
Sustainability
The COVID-19 crisis has created serious and complex challenges for the hospitality industry. A bo... more The COVID-19 crisis has created serious and complex challenges for the hospitality industry. A body of literature has identified crisis management practices in the hotel industry at different phases of the crisis. However, the existing literature mainly includes research on large and leading hotels, and knowledge of crisis management practices for small and medium-sized (SME) hotels, particularly at the recovery stage of the crisis, is limited. This paper explores the post-COVID recovery strategies of 386 SME hotels in the upper northern part of Thailand. Structural equation modeling (SEM) was used to test the proposed hypothesis. The results indicate that customer relations (CR)-related and service provision (SV)-related strategies significantly affect SME hotel recovery. Meanwhile, cost-saving (CS) and revenue management (RM) strategies do not have a direct effect but are associated with CR and SV in facilitating SME hotel recovery. This paper provides useful information to assist...
Turkish Journal of Computer and Mathematics Education (TURCOMAT), Jun 4, 2021
Gastronomy Tourism Is A Widespread Tourism Trend In Thailand. This Leads The Increasing Number Of... more Gastronomy Tourism Is A Widespread Tourism Trend In Thailand. This Leads The Increasing Number Of Local Restaurants And Menus. This Phenomenon Is Dominated By The Privately Owned- Business And Located In Towns. It Is Neglected Gastronomy Tourism Operated By Local Community, Where The Tourist Can Gain Authentic And Real Local Experiences. Therefore, This Paper Employed A Development Research
And Applies A Participatory Action Research (PAR) To Initially Develop A Community- Based Gastronomy Tourism Site (CBGT) In A Second-Tier City In Northern Thailand. This Paper Reveals That Community-Based Tourism (CBT) Site In Northern Thailand Has A High Potential To Become A CBGT Site, In Terms Of Community Collaborations, The Variety Of Local Foods, And The Government Supports. Additionally, This
Paper Found That Thai Domestic Tourists Are More Likely To Have Their Expectations On Affective Experiences Than Cognitive Experience When Visiting A CBGT Site. Therefore, The Development Of CBGT In Northern Thailand Applied Affective Experience Components: Happiness, Relaxation, And Nostalgic Feeling, As A Core Experience Offered. However, The Development Is Considered An Incremental Innovation Due To
The Lack Of Service Quality And Operational Skills Of The Locals. This Paper Provides Recommendations For Further CBGT Development And Study.
Allied Business Academies, 2021
This research aims to assess the impacts of tourism on the economy, environment, social, and cult... more This research aims to assess the impacts of tourism on the economy, environment, social, and cultural aspects of Dokkhamtai District, Phayao Province, Thailand. Data were collected from 400 samples of people living in the Dokkhamtai District area using an Assessment Form on the impacts of tourism on the economy, environment, society, and culture. Data were analyzed using descriptive statistics: frequency, percentage, and Standard Deviation (S.D.). The results revealed that, across all aspects, the economy, environment, social, and cultural impacts of tourism were at a high level (=3.92); the highest appeared in the impact of tourism on social and culture aspects (=4.00), economic aspects (=3.98), and environmental aspects (=3.79), respectively. The impact of tourism on the economy, society, and culture in Dokkhamtai District, Phayao Province were affected by higher cost of living. Price controls should be considered within the organizational establishment to regulate the systematic tourism infrastructure. For society and culture, this impact affected people's relationships in negative ways due to competition in the commercial field. The community should preserve local culture and traditional practices. Moreover, the decreasing safety of tourists should also be a concern. Tourism in this community created detrimental effects on the environment. Suggestions to avoid unnecessary impacts consist of conducting meetings with the community, creating prevention plans for tourists' safety, studying carrying capacity, and regulating appropriate rules in delivering community's activities. These guidelines will bring the learning process to the community and create awareness to employ natural resources effectively.
Previous literature on HRM and knowledge sharing behaviour highlight the role of HRM in influenci... more Previous literature on HRM and knowledge sharing behaviour highlight the role of HRM in influencing interpersonal or psychological knowledge sharing factors, and potentially establishing social capital elements for knowledge sharing. However, the majority of previous studies have been undertaken in knowledgeintensive companies and, therefore, the understanding of how HRM fosters knowledge sharing in labour-intensive companies, particularly boutique hotels,