Guidelines for Development of Accommodations Business for Foreign
Tourists to Support the Thai Tourism Industry in the Digital Age
PRAHUSCHAI RAMART*, NILAWAN SAWANGRAT, THANIN SILPCHARU
Faculty of Business Administration,
King Mongkut’s University of Technology North Bangkok, Rayong Campus,
19 Moo 11 Nongrarok, Bankai, Rayong 21120,
THAILAND
*Corresponding Author
Abstract: - This research aimed to study the development of a structural equation model for the accommodation
business for foreign tourists, to support the Thai tourism industry in the digital age. Both qualitative and
quantitative research methods were used. Quantitative data was collected using questionnaires from 500
entrepreneurs or executives responsible for accommodation businesses in Thailand. Descriptive statistics, reference
statistics, and multiple statistics were used for data analysis. The results showed that the guidelines for the
development of accommodation businesses for foreign tourists, in order of priority, are: 1) marketing
communication (X
= 4.31), 2) service quality (X
= 4.30), 3) innovation and technology (X
= 4.28), and 4) business
network (X
= 4.24). The hypothesis testing results indicated that resort and hotel businesses pay attention to the
development of accommodation businesses for foreign tourists and that the difference was statistically significant
at 0.05. The analysis of the developed structural equation model passed the evaluation criteria and was consistent
with the empirical data. The probability of chi-squared was 0.144, the relative chi-squared was 1.118, the
corresponding index was 0.965, and the root mean squared error was 0.015.
Key-Words: - Guidelines for developing accommodation business, Foreign tourists, Hotels, Resorts, Structural
Equation Model
Received: April 23, 2023. Revised: July 21, 2023. Accepted: July 27, 2023. Published: August 4, 2023.
1 Introduction
The tourism industry is an important economic force
that has driven Thailand for many generations. The
government of Thailand has given great importance
to this industry by setting up an action plan to
promote tourism in 2021. The goal is for Thailand to
earn income from foreign tourists which is 1 in 5 of
the world's total. The plan aims to increase capacity
to ensure safety and security while maintaining a
balance between the economy, society, and
environment through responsible tourism. The goal is
for Thailand to become a top-quality tourist
destination that grows in equilibrium based on Thai
identity. This will promote socio-economic
development and distribute income sustainably
across all sectors, [1].
The tourism industry consists of various
businesses that are generated by tourism. The
Tourism Business and Guide Act defines these
businesses to include accommodation, transportation,
souvenir, food and beverage, travel, and other types
of tourism businesses, according to information from
the Ministry of Tourism and Sports. It has been
found that the accommodation business generated the
most income from the tourism industry between 2017
and 2021, and this trend continues to grow. The
number of income from foreign tourists who traveled
to Thailand during the year 2017-2021 is presented in
Table 1.
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Table 1. Numbers of income from foreign tourists
who traveled to Thailand during the year 2017-2021,
(unit = million bath/person), [2].
Lists
2017
2018
2020
2021
Number of foreign
tourists
35.59
38.27
4.82
0.62
1. Purchasing goods
and souvenirs
451,069
455,597
29,397
2,467
Lists
2017
2018
2020
2021
2. Entertainment
170,416
170,727
10,924
916
3. Travel Service
70,827
72,215
4,718
395
4. Accommodation
527,092
534,488
34,454
2,891
5. Food and Beverage
376,131
396,595
25,598
2,148
6. Vehicle for
traveling
179,450
183,806
11,807
990
7. Medical treatment
27,229
32,222
2,213
185
8. Miscellaneous
28,887
30,482
1,863
156
In 2020, the COVID-19 pandemic caused a
decrease in tourism around the world, including in
Thailand. This led to a reduction in the number of
foreign tourists to 4,822,513 people, and in 2021,
there were only 625,362 people, resulting in less
income from the tourism industry as well. The TTB
Economic Analysis Center assessed the impact of
2021 on the income structure of foreign tourists and
Thai people and found that the most affected
businesses were accommodations, which decreased
by 880 billion baht. The Bank of Thailand reported
on the impact and resilience of accommodation
business entrepreneurs in a survey, [3]. The survey
was analyzed from the outside-in theory of [4], which
examines the effects of COVID-19 on tourism,
readiness skills, and business strategies.
Therefore, the researcher was interested in
studying the guidelines for the development of
accommodation businesses for foreign tourists to
support the Thai tourism industry in the digital age.
The aim was to prepare for adjusting to the changes
in the management of accommodation businesses and
responding to the needs of foreign tourists in the era
of digital transformation and changing consumer
behavior. This includes preparing for the current
situation and future needs, to create confidence with
foreign tourists by providing high-quality services
and meeting their expectations.
1.1 Research Objectives
1) To study the components of accommodation
business development guidelines for foreign
tourists to support the Thai tourism industry in
the digital age.
2) To develop a structural equation model for the
development of the accommodation business for
foreign tourists to support the Thai tourism
industry in the digital age.
2 Literature Review
2.1 Concepts and Theories Related to Service
Quality
According to [5], the nature of services has been
divided into many perspectives, and can be
characterized by four key aspects: 1) Intangibility,
meaning that services are abstract, impersonal,
formless, and cannot be touched, making every
experience gained from the service important; 2)
Inseparability, which refers to the fact that the
production and consumption of service cannot be
separated from the provider, as the customer
physically participates in the consumption of the
service; 3) Variability/Heterogeneity, which suggests
that services have a variety of characteristics that
differ between service providers and customers; and
4) Perishability, which means that services cannot be
stored, saved, returned, or resold once they have been
used, and can only be delivered to one customer at a
time. However, services can be stored in the form of
inventory like general merchandise, causing the hotel
to lose the opportunity to sell services if there are no
visitors to use them. According to, [6], managing
service quality in organizations should consider the
expectations of consumers, measure the level of
expectations from the target customer group, and
strive to maintain service quality that exceeds the
level of consumer expectations.
According to, [7], they introduced elements to
enhance the SERVQUAL (Service Quality) tools by
identifying 10 service quality assessment factors and
consolidating them into 5 dimensions to gain a better
understanding of the true meaning of service quality
in the service industry. The fundamental factors that
customers used to judge the quality of service have
been developed and are presented in Table 2.
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Table 2. The fundamental factors that customers used
to judge the quality of service have been developed,
[8].
Criteria
Definitions
1. Tangibles
Tangibles of the physical
appearance of facilities,
including equipment, staff,
and various communication
tools.
2. Reliability
It is a process of providing
services with honesty, and
correctness, completely from
the first step.
Criteria
Definitions
3. Responsiveness
Expression of willingness
and readiness to provide
immediate service to the
customers.
4. Assurance
What makes customers feel
confident in the service
provider is that they have
knowledge and
understanding about service
and have the ability to
provide services.
5. Empathy
Have the willingness to help
customers with fast service.
2.2 Concepts and Theories Related to
Marketing Communication
According to, [9], the marketing mix from the
customer's point of view consists of the following
factors: 1) Customer Value, which refers to the
benefits received in comparison to the money spent.
2) Cost to the Customer, which is the value of goods
or services expected in the product. 3) Convenience,
which involves facilitating easy access to information
and products. 4) Communication, which includes
providing appropriate channels for businesses to
share news, opinions, or complaints. 5) Caring,
which requires service providers to show great care
to customers at all times. 6) Comfort, which relates to
creating a comfortable and peaceful service
environment for customers. 7) Completeness, which
ensures that the customer's expectations are fully met
and that there are no defects.
According to, [10], when products meet the
needs of target customers and are sold at an
acceptable price, consumers are willing to pay
because they consider it worthwhile. Purchasing
behavior is facilitated by trying to motivate
customers to be inclined to the product and behave
accordingly. The marketing mix includes the product,
price, place, promotion, people, physical evidence
and presentation, and process, all of which are
designed and responded to from the customer's point
of view, such as customer solutions, convenience,
communication, and cost.
2.3 Concepts and Theories Related to Business
Networking
According to, [11], a network is regarded as a means
of communication as well as a tool for exchanging
information through various mediums, such as
television, radio, and electronic mail. However,
different players who have joined forces within the
network may be at the same or different levels. Forms
of cooperative networks can be divided into five
categories as follows: 1) A centralized network
without any data exchange with a central organization.
2) A centralized network with data exchange with a
central organization. 3) A centralized network with a
network between each other. 4) A theoretically perfect
network. 5) A decentralized network.
Models of collaborative management consider
two interacting dimensions: the level of collaborative
activity and the collaborative strategy. The
relationship and connection between these
dimensions lead to various forms of cooperative
management, including the Jurisdiction-Based
Management Model, Abstinence Model, Top-Down
Model, and Reactive Model, [12]. Challenges and
problems are inevitable in cooperative networks,
such as unclear or inconsistent objectives, member
inequality, the presence of different types of
members, domination, centralization and clinging to
hardened systems, failed communication and
information, funding intervention, incomplete
information, lack of competency, etc., [13].
2.4 Concepts and Theories Related to
Innovation and Technology
Innovation is the creation of something new
(invention), making something that already exists into
something new but cannot be replaced in all cases,
[14]. The beginning of innovation is initiated by the
ability to use knowledge, creativity, skills,
specialization, and experience to turn ideas into
tangible products, new processes, or services through
inventing new things where science and technology
play an important role. On the other hand, innovation
is the result of bringing inventions to commercial
applications to increase the value of the market or
organization, [15]. Scholars view innovation as not
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only about products and processes but also innovations
in other areas. Another group of countries for
economic and development cooperation, [16], is
classified into four main categories: 1) Product or
Service Innovation, 2) Process Innovation, 3)
Marketing Innovation, and 4) Organizational
Innovation. This understanding and new knowledge of
innovation is related to behavior and can be used as a
guideline for innovation management in the
organization to improve work efficiency and promote
competitiveness. It involves applying the knowledge
gained from research to selecting people to work,
training employees to create innovative behavior,
creating an atmosphere in working, organizing work
groups, and setting up a working environment suitable
for the emergence of innovations, value delivery
innovation, and e-commerce. The key person in the
implementation and involvement are delivery service
providers who will greatly increase customer demand
and shipping volume in response to e-retailers and
shipping carriers, [17]. According to [18], business
organizations that want to rely on advanced
technology must have an integration of knowledge to
create innovative sustainability. Organizations must
consist of an innovation capability factor and a
marketing capability factor.
The characteristics of technology, [19], can be
classified into process, product, or process and
product. Innovation is always coupled with technology
to bring change for the better. This may be at the stage
of proposing ideas or in the stage of experimentation
that is not yet familiar to society. As for technology, it
focuses on bringing things, including methods to apply
to work or solve problems more effectively.
3 Research Methodology
3.1 Composition Synthesis
According to all concepts and theories, the guidelines
for developing accommodation business for foreign
tourists to support the Thai tourism industry in the
digital age can be summarized into 4 components,
which are: Service Quality, Marketing
Communication, Business Networking, and
Innovation and Technology as shown in Figure 1.
Fig. 1: Conceptual framework
3.2 Population and Sample
The population used in this study was determined to
be entrepreneurs or executives who are responsible
for the hotels and resorts business. Random samples
were taken from representatives of 6 regions of
Thailand such as the North, the Northeastern, the
West, the Central, the East, and the South,
comprising 5,183 samples that are engaged in the
accommodation business according to the Thailand
Industrial Standard Classification, TISC2009, [20].
The sample size was determined using the
criteria for research on elemental analysis or
structural equation modeling, where a sample size of
500 was determined to be at a very good level. [21],
used a multi-stage sampling approach, [22].
consisting of cluster sampling and systematic
sampling. Data were collected by using the sample
group from each type of industry calculated
according to the proportion of the number of two
groups of accommodation businesses, the hotel
business group, and the resort business group.
3.3 Research Tools
Rating scale questionnaires were used as a research
tool, in which responders specify their level of
agreement to a statement, typically in five points,
according to Likert Scale Analysis, [23]. The
researcher brought the drafted questionnaire, which
was created together with the assessment form, to
five experts who have knowledge and experience in
the study area to find the quality of the tools by
examining the Index of Item-Objective Congruence
(IOC). The results of checking the IOC showed a
value between 0.60-1.00, where the appropriate value
is 0.50 or more, [24]. Then, the researcher used the
questionnaire to try out with 30 people who were in a
group of populations that was similar to the
population that the researcher would like to study and
analyzed discrimination in a part of the questions that
looked like a checklist form and questions that
looked like an estimation scale by analyzing the
standard deviation and correlation coefficient,
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respectively, to find the reliability of the
questionnaire. The discrimination was between 0.49-
1.35, and the reliability of the whole questionnaire
was 0.98, which was considered to be a very good
level of confidence, [25]. Then, the tool was used to
collect data by asking for the courtesy of answering
questionnaires from the sample group.
3.4 Data Analysis
Data were analyzed using both descriptive statistics
and inferential statistics with the SPSS program. The
statistics were obtained using the SPSS package
program. Multistatistical analysis and development
of a structural equation model were performed using
the AMOS package. Four criteria were used to
evaluate the data-model fit: 1) Chi-squared
probability greater than 0.05, 2) Relative chi-square
less than 2.00, 3) Goodness of fit index more
than 0.90, and 4) Root mean square error of
approximation less than 0.08. The root mean square
error of estimation was less than 0.08, [26].
4 Results
The level of importance of the components of the
development of the accommodation business for
foreign tourists to support the Thai tourism industry
in the digital age revealed that
1) Results of the analysis of service quality
components it was found that overall, the average
was at a high level (X
= 4.30), considering item by
item, the result showed that creating flexible service
standards to suit current and future situations such as
SHA standard, the average is at a high level (X
=
4.37).
2) Results of the analysis of marketing
communication components revealed that overall, the
average was at a high level (X
= 4.31), considering
item by item, the result showed that directly
communicating information to target customers
Offline, the average is at a high level (X
= 4.37).
3) Results of the analysis of the business
network, this proposed overall, the average was at a
high level (X
= 4.24) and when considering item by
item, it was found the cooperation with The Thailand
Convention & Exhibition Bureau for MICE Business
(X
= 4.34).
4) Results of the analysis of innovation and
technology, it was found that the average was at a
high level (X
= 4.28) and when considering item by
item, it was found that research by submitting
questionnaires online and collecting information on
customer needs, the average is at a high level (X
=
4.36). 5) The researcher has improved the model by
considering the Modification Indices obtained from
the packaged program with theoretical academic
principles to exclude some of the unsuitable
observational variables one by one and then proceed
to reprocess the model. Do this until the model has
all 4 statistical values that pass the criterion. After the
model has been improved, it is found that
The objective of this study is to examine the
components of accommodation business
development guidelines for foreign tourists to
support the Thai tourism industry in the digital age.
The four components considered are service quality,
marketing communication, networking of business,
and innovation and technology. All four components
were derived from a review of relevant literature and
the empirical data showed consistency with a p-value
of 0.144, CMIN/DF of 1.118, GFI of 0.965, and
RMSEA of 0.015. Therefore, it can be concluded that
the structural equation model is consistent with both
literature and empirical data and has passed the
specified criteria as shown in Figure 2 and Table 3.
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Table 3. Observational variables
Abbreviation
Description
Service Quality
SQ15
Delivering special services beyond expectations
to the customers.
SQ18
Variables for providing information to employees
about business-related applications.
SQ21
Variants have effective security systems both
inside and outside the rooms.
SQ22
Area adjustment / Equipment of the room
according to the customer's needs from the
survey.
SQ24
Creating flexible service standards to suit current
and future situations such as SHA standards.
Marketing Communication
MC11
Promote and communicate the marketing
activities of the accommodation business to build
relationships with customers.
MC12
The property communicates in the form of VR
(Virtual Reality), a 360-degree simulation of
virtual images.
MC17
Enhancing the brand by creating value for the
brand (Brand Equity).
MC18
Communicating the way of life of people in the
community that reflects the distinctive identity of
the area.
MC20
Submitting information to Trip Advisor for
activity reviews. / Accommodation services.
Business Networking
BN7
Creating a good business relationship with
suppliers who deliver goods for future
agreements.
BN9
Creating good relationships with financial
institutions.
BN11
Creating good relationships with venture
capitalists and business partners.
BN13
Creating relationships with accommodation
business auditors.
BN24
Participating with the domestic accommodation
business network.
Innovation and Technology
IT5
Organizing service innovation concept contests of
personnel who are different from customers.
IT12
Employing innovation and technology
development experts to develop the system of
accommodation.
IT16
Defining the level of secrecy to access sensitive
information within the organization.
IT19
Implementing an ERP system to manage the
resources of the organization.
IT22
Wristbands for guests to use for access and
payment scans.
Fig. 2: Structural equation modeling
Figure 2 shows the analysis of the overall influence
of latent variables in the structural equation model,
the business development guidelines for foreign
tourists to support the Thai tourism industry in the
digital age in Standardized Estate mode after model
improvements. The model consists of four latent
variables, one exogenous latent variable (Business
networking), and three endogenous latent variables
(Service quality, marketing communication, and
innovation and technology). The highest overall
influence is on the business network components
Direct and overall influence on innovation and
technology with a weight value (Standardized Region
Weight) equal to 0.61.
5 Discussion and Conclusion
The results of the research using descriptive statistics
and a structural equation model can be concluded:
5.1 Business Networking Component
1) Business networking directly influences the
component of service quality, which was statistically
significant at the 0.001 level. The influence line
weight was 0.32, indicating that good services
promote and increase value for consumers. It brings
clarity and creative thinking to promote good service
to customers as well as profitability. This is in line
with the research of [27], who studied the importance
of increasing managerial capacities to enable profit-
seeking. This is relevant to the current research, as it
emphasizes the need to increase the capacity of
management to pursue profit. The creation of a
network is essential for businesses to expand
gradually, and it is an important tool to increase the
potential of a good network between hotel
businesses. [28], concluded that the survival of hotel
businesses requires consideration of competitive
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violence, including competition between similar
entities, and developing methods or strategies to meet
the needs and satisfaction of customers. This process
includes creating a commercial alliance to connect
and combine networks with similar business types.
This corresponds to the findings of [29], who state
that entrepreneurs should pay attention to all
dimensions. Hotel business operators should build
network strategy potential to achieve good
management performance, as suggested by [30], who
emphasizes the importance of business relations in
recognizing awareness for alliance relationships and
support for commercial networks and information
sharing to survive the impact of viability and
overcome competition in the expanding business
environment.
2) Business networking elements directly influence
the elements of marketing communication, with a
statistically significant influence line weight of 0.33.
This corresponds [31], which modeled brand value
through consumers for multinational hotel brands
expanding globally amidst booming international
travel. Their study developed a consumer brand
equity model for such brands, testing it on a sample
of middle-class Chinese consumers at three
multinational US hotels, both in their home country
and abroad. Results showed different patterns of
correlation between brand awareness responses and
consumers in the country and host country. However,
this study only examined the role of Chinese
consumers' motivation to travel to the United States
of America in a consumer-based brand value model.
3) Business network components (Business
Networking) Direct influence on innovation and
technology components (Innovation and Technology)
Statistical significance at the level of 0.001 with the
influence line weight of 0.61. From research on
value-added business, 3-star hotels in Thailand 4.0,
this complies with the research of [32], which said
that entrepreneurs must formulate strategies for
success, so it is important. In this regard, the
implementation of the indigo waters strategy comes
to integrate and apply to develop effective services,
consisting of 1) creating value-added 2) increasing
the offer 3) The ability to reduce costs by eliminating
things that cannot add value and 4) reducing costs
from cost reductions. However, what must be
emphasized together with strategy determination is
factors that affect the successful stepping into the 3-
star hotel industry in the 4.0 era including defining
organizational strategies and clear goals, creating
knowledge for the organization along with improving
the working culture within the organization, must
adapt to become an expert in data analytics (Data
Analytics) in all areas of work within the
organization, adjust the organization to become a
Digital Enterprise with a stable and clear vision and
plan to prepare to reach the business ecosystem
allows products or services to work with other
corporate systems to become effective solutions that
can meet customer needs. These are guidelines for
creating added value for industrial businesses. [33],
Entrepreneurs have focused on setting a common
vision throughout the organization and having
flexible management for employees.
5.2 Innovation and Technology Component
The Innovation and Technology component directly
influences the Marketing Communication component
at a statistically significant level of 0.001 with an
influence line weight of 0.29. The research article on
Hotel business in Bangkok with the use of
information technology for marketing and promotion
is consistent with the research of [34], who stated
that hotel business organizations should develop
modern information technology systems to meet the
needs of customers and provide them with
convenience while speeding up the sales process of
the hotel business in the future. In addition, the
service system must have a data error prevention
system to provide accurate customer service, which
will build credibility for customers who use the
service, especially in terms of payment services
through the bank, where good and accurate data
security systems are essential. Hotel operators should
provide sufficient payment channels to offer an
alternative method of payment that is convenient for
each tourist through the use of modern technology
and data security. [35], found that information is
current data that can process transactions with
accuracy, up-to-date situations, and credibility.
5.3 Marketing Communication Component
The marketing communication elements directly
influence the service quality component at the
statistical significance level of 0.001 with the weight
of the influence line being 0.36. The guidelines for
the development of service models in the hotel
business for retired foreign tourists are related to the
research, [36]. They proposed that for the service
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model approach in the hotel and tourism business for
retired foreign tourists, entrepreneurs must
understand the nature of the need for services from
this group of customers who need psychological
services rather than physical ones. Therefore, the
form of service must reflect attentiveness by building
trust and adopting Thai culture consisting of Thai
etiquette, and traditions that are classified as the
nature of service. This results in satisfaction with
services and the likelihood of tourists returning,
creating sustainability in the hotel and tourism
business. [37], found that foreign tourists prefer
social cultures unique to the local area, rare ways of
life and traditions, and a variety of food. According
to [38], the acceptable guideline is to expand the
business step by step with clear objectives and
indicators for applying digital technology to
marketing. Additionally, it is essential to share or
pass down new technology to the members
thoroughly and ethically while providing services to
customers with honesty.
5.4 Importance of the Components
The importance of the components of the
development of the accommodation business for
foreign tourists to support the Thai tourism industry.
Overall, when classified by type of business, they are
different. Statistically significant at the 0.05 level.
Resort-type businesses pay more attention to the
development of accommodations for foreign tourists
to support the Thai tourism industry than the hotel
business type. In terms of quality, and business
services, the resort category focuses on creating new
skills necessary to work for personnel in accordance
with their needs (Reskill) and Encouraging attitude
(Attitude) to personnel to have a love for service.
Have a love for the organization and colleagues,
think positively, and have a volunteer spirit. Promote
knowledge of negotiations (Negotiation), promote
ethics in service work, giving customers feedback to
suggest opinions in many channels. Listening to
opinions, there are activities to encourage all
employees to be courteous in providing service
politely and have a service mind to promote visual,
vocal, and verbal that creates an atmosphere and
provides positive and consistent services to
customers. Increasing the speed and accuracy in
Check-in/Check-out and having the policy develop
into high-quality accommodation in accordance with
the research of [39], about service quality, tangibles,
reliability, responding to service recipients
(Responsiveness), giving confidence to service
recipients (Assurance), and understanding customers
(Empathy) resulting in returning to use the service
again. This is also consistent with [40], The results
showed that quality internal services resulted in them
providing quality services to external clients. Quality
internal service will result in providing quality
service to external customers.
6 Suggestions
1) Hotel and accommodation businesses include hotels
owned by Thai investors and international hotel chains
from abroad. International hotel chains have expertise in
marketing strategies to expand their business and
investment expansion by focusing on meeting customer
needs, as well as the ability to transform business
management to meet the needs of foreign tourists in the
age of emerging business models, platforms, and
innovations (Digital Disruption). Business development
or organizational management approaches are gradual. It
is an interesting issue to study the success factors of
medium and small-sized accommodations for
accommodating foreign tourists.
2) Currently, changes in tourist behavior directly affect
the target groups of foreign tourists who prefer to travel
independently, especially foreign individual tourists who
prioritize high privacy. This type of tourism allows
tourists to manage their travel plans every step of the
way, providing them with an opportunity to fully
immerse themselves in the culture and get to know the
local people. All hotels and resorts must prepare to cope
with this new type of tourism and adapt their marketing
communications to the digital age through a modern
platform to reach the target group that is rapidly growing
and creates a strategy for sustainable growth in the
accommodation business.
3) In the situation of the outbreak of the novel
coronavirus (COVID-19), accommodation businesses
should focus on strategic transformation by
enhancing the level of sanitation measures, and
service standards, and providing safety services for
both ourselves and our customers. They should
analyze customer behavior during the epidemic
situation to understand customer needs and plan and
offer products and services that meet the changing
needs of customers. They should also explore
marketing media that can leverage technology and
social media to respond to the behavior of modern
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DOI: 10.37394/23207.2023.20.154
Prahuschai Ramart,
Nilawan Sawangrat, Thanin Silpcharu
E-ISSN: 2224-2899
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consumers who want to use technology and other
innovations linked to the internet. Differentiating
products and services and presenting the
distinctiveness of the business to the service
recipients can help achieve maximum satisfaction.
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Contribution of Individual Authors to the
Creation of a Scientific Article (Ghostwriting
Policy)
- Prahuschai Ramart carried out the
conceptualization, methodology, project
admistration, resources, visualization, writing, and
editing.
- Nilawan Sawangrat has implemented the
methodology, investigation, and review.
- Thanin Silpcharu has implemented the
methodology, supervision, and review.
All authors discussed the results and contributed to
the manuscript.
Sources of Funding for Research Presented in a
Scientific Article or Scientific Article Itself
No funding was received for conducting this study.
Conflict of Interest
The authors have no conflict of interest to declare
that is relevant to the content of this article.
Creative Commons Attribution License 4.0
(Attribution 4.0 International, CC BY 4.0)
This article is published under the terms of the
Creative Commons Attribution License 4.0
https://creativecommons.org/licenses/by/4.0/deed.en_
US
WSEAS TRANSACTIONS on BUSINESS and ECONOMICS
DOI: 10.37394/23207.2023.20.154
Prahuschai Ramart,
Nilawan Sawangrat, Thanin Silpcharu
E-ISSN: 2224-2899
1754
Volume 20, 2023