The purposes of this study were 1) Study the participation of the community in tourism development. 2)To know the problems and obstacles in community participation in tourism development. 3)Guidelines for the development of community participation in tourism management Cultural Tourism Community of Old Town by the Phetchaburi River. The instruments used of the study was in-depth interviews with key informants 12 people. The research findings were as follows: Cultural Tourism Community of Old Town by the Phetchaburi River participate in decision making operation benefit and participate in the evaluation of tourism management. Problems and obstacles to community participation: downtime in sync disagreement participation. Guidelines for the development of community participation in tourism management: community participation give precedence to the people in the community emphasis on working according to plan know how to solve problems for development.

The study on credit card usage behavior of support staffs at Rajamangala University of Technology Phra Nakhon were aimed to investigate1) personal factors of support staffs at Rajamangala University of Technology Phra Nakhon 2) credit card usage behavior of support staffs at Rajamangala University of Technology Phra Nakhon and 3)The relationship between personal factors and credit card usage behavior of support staffs at Rajamangala University of Technology Phra Nakhon. The instrument used to collect data was a questionnaire; and the sample group in the study was 260support staffs working at Rajamangala University of Technology Phra Nakhon. To analyze data descriptive statistics including frequency percentages and cross-tabulation distributions were applied. The hypotheses were that personal factors were related with credit card usage behavior of support staffs at Rajamangala University of Technology Phra Nakhon. The results revealed that the support staffs at Rajamangala University of Technology Phra Nakhon were between 30 to 39 years old. They held bachelors degrees and worked as the university employees. They were single who earned total income per month of 20001 - 30000 baht. There were 2 - 3 members in the family and had been working for over 5 years. Most of support staffs at Rajamangala University of Technology Phra Nakhon had 1- 2 credit cards with the duration of 2-3 years. The credit card limit was 20000 - 39999 baht. The type of the credit card was Visa card and the amount of monthly credit card spending was 2001 - 5000 baht. Regular cards used were issued by Krung Thai Bank (KTC). The value of goods or services for each spending was 1001 - 3000 baht at the most. Types of products or services that credit cards were used regularly were daily life products. The reason for using a credit card was its convenience for paying for goods or services (cash carried reduction). The channels to receive news that attracted applicants for credit cards were from bank employees and the opportunity to use credit cards to receive reward points to redeem discounts and prizes. Channels of spending via credit cards were through automatic credit approval machines with the frequency of spending of 1 - 3 times per month to pay for goods and services and installment payment for products and services on a periodic basis. The hypothesis test results disclosed that personal factors of the support staffs of Rajamangala University of Technology Phra Nakhon had a relationship with credit card usage behavior the bank cards regularly used the value of goods or services for each use and the opportunity to use credit cards.

The research objectives were to: 1) study the model and level of disclosing the human resource accounting of professional football clubs in Thailand; 2) study the operating performance of professional football clubs in Thailand; and 3) present the disclosure model of human resource accounting for the competitive advantage of professional football clubs in Thailand. This study was the qualitative research comprising 5 stages: Stage 1 – Review of theories documents and research studies relating to the disclosure of human resource accounting and the competitive advantage of professional football clubs in Thailand and other countries; Stage 2 – Study on accounting practice and disclosure of Thai Premier League professional football clubs; Stage 3 – Semi-structured in-depth interview of football club executives accounting specialists investors and fan clubs; Stage 4 – Study on the level of disclosing the human resource accounting of football players in Thai Premier League professional football clubs via financial statements website and Facebook; and Stage 5 – Examination of operational feasibility for the disclosure model of human resource accounting for the competitive advantage of professional football clubs in Thailand with a structured interview. The results showed as follows: 1. At present Thai Premier League professional football clubs have complied with the financial reporting standards for non-publicly accountable entities (NPAE) but each club disclosed the information about its football players differently because the specific accounting practice for football players has not yet been established. There were 3 accounting practice models relating to football players which were consistent with the generally accepted accounting principles; namely Model 1 – Intangible assets; Model 2 – Receivables; and Model 3 – Expenses. The model applied by each club would depend on the characteristics of transactions incurred with the football players in that club. 2. The result of comparing the relationship between a group of football clubs with disclosure of human resource accounting above average and a group of football clubs with disclosure of human resource accounting below average indicated that the group of football clubs with disclosure of human resource accounting above average had tendency and direction relating to the operating performance reflecting better form of financial ratio than the group of football clubs with disclosure of human resource accounting below average. 3. The disclosure of human resource accounting relating to football players enabled the stakeholders to have information to be utilized in 3 facets; namely human resource management decision-making and evaluation. The disclosure of human resource accounting relating to football players affected the operating performance of football clubs and led to the competitive advantage. 4. The disclosure model of human resource accounting for the competitive advantage of professional football clubs in Thailand which should be disclosed totaled 40 items comprising 7 aspects; namely 1) human resource policy (football players); 2) basic information about human resources; 3) financial information; 4) priority to human resources in the organization; 5) health and occupational safety; 6) human resource development; and 7) relationship between human resources and culture should be disclosed via financial statements websites and Facebook either financial or non-financial information relating to the decision-making of the stakeholders.

The research on “an integrated marketing strategy for the image development of ecotourism by the community: the case study of Ban Pam Bok Thung Yao Pai district Mae Hong Son” has the objectives as follows: 1) To study the current situation problem and find the strategy of integrated marketing model to create an ecotourism image by the community. 2) To analyze the potential of the identity of being an ecotourism attraction by the community. And 3) To develop the guideline of an integrated marketing strategy of Ban Pam Bok Thung Yao Pai district Mae Hong Son. Part 1 data collecting in quantitative research process and determine the sample with the formula for calculating sample size when the population is unknown at 95% confidence level. The results of the study indicated that most of the tourists are female age between 21-30 years old undergraduate or studying at undergraduate level work as an employee of the private company the average monthly income is 15001-25000 Thai Baht and their residence are in the central region of Thailand. The results of attitude analysis showed that the perception and motivation of the tourists towards the community tourism products found out as follows: 1) The overall attitude of tourists towards the community tourism products is at the medium level (x̄ = 3.36). 2) The attitude of tourists towards the tourist attraction of the community is at high level (x̄ = 3.85). 3) The attitude of tourists towards social culture local community history and lifestyle of the community are at high level (x̄ = 3.78). 4) The interest of tourists towards the community tourism activities is at high level (x̄ = 3.68). 5) Tourists value the outstanding unique identity of community tourism at high level (x̄ = 3.66). 6) Tourist value good feeling towards community tourism at high level (x̄ = 4.23). 7) The perception that tourists receive from marketing communication of community tourism is at medium level (x̄ = 3.48). 8) The number one community attraction that tourists impress is Boon Ko Ku So Bridge (the longest bamboo bridge in Pai) which is a 67% impression. The analysis of tourist behavior towards the community tourism products showed that most of tourists chose not to stay overnight (58.50%) total tourism expenditure was between 10001 – 15000 Thai Baht (36%) they travel with family (40.25%) travel period during October to December (31.50%) self-trip planning (77.75%) the logical motivation to visit is the beautiful nature (50.00%) the emotional motivation to visit is aesthetic in resting (45.00%). The research result by using both logical and emotional motivation factors which is divided into getting to know tourist attraction outstanding and good sense in marketing sharing of community tourism showed that the group of tourists consisted of group 1 of 201 tourists with high average in all aspects (x̄=3.77 S.D.=3.56) group 2 of 39 tourists with low average in all aspects (x̄=3.39 S.D.=3.18) and group 3 of 160 tourists with the average level close to group 1 (x̄=3.53 S.D.=3.36). The analysis of information about the decision of tourists to choose the community tourism showed the average of 3.68 which classified by the variables as follows: 1) In terms of current factor of the form of tourism that meet the needs of tourists showed that the factor is the variety of tourism products (31.50%). 2) In terms of the source of information that tourists use to find the information to make their decisions in tourist attraction showed that they found from blogger or travel review pages (38.75%). 3) In terms of factoring that tourist use to evaluate the choice of tourist attraction showed that they chose because of the natural resources are outstandingly beautiful (28.50%). The analysis of the marketing mix factors related to the decision-making of tourists to choose their tourism showed that tourists focus on the most important factor in tourism products (x̄ = 4.66) marketing promotion and integrated marketing communication (x̄ = 4.58) and at high level in distribution channel factor and at quite high level in price factor (x̄ = 4.22 and x̄ = 3.65) respectively. Part 2 research and data collection in qualitative research with population and sample size of 15 people in the analysis. Research tools were interviewing guideline and focus group discussion then the information was organized by interpreting the data describe the information review the information and check the accuracy comprehensiveness and quality of the data. The content analysis was done by using PEST and SWOT analysis as well as Michael E. Porter’s Five Forces Model. Assessing the situation by the Internal Factors Evaluation Matrix (IEF) & the External Factors Evaluation Matrix (EFE) then formulate the guidelines and strategies to enhance the competitiveness from Strategy-Formulation Analytical Framework and get the IFE Matrix value as 3.00 and EFE Matrix value as 3.400. Strategic position is in Quadrant 2 Grow and Build which is the strategies to accelerate the growth to use in applying and integrating the appropriate strategies by using the TOWS Matrix analysis as the approach SO strategy by utilizing internal strengths to benefit the probability of external opportunities which are as follows: 1) Market Penetration and Product Development 2) Market Development and Market Penetration and 3) Product Development and so on.

The purposes of this research were 1) to study the personal factors of Mahachai Market customers 2) to study coconut sugar buying behavior of Mahachai Market customers 3) to study the factors of marketing mix associated with coconut sugar buying behavior of Mahachai Market customers 4) to study the relationship between personal factors and coconut sugar buying behavior of Mahachai Market customers 5) to study the relationship between marketing mix and coconut sugar buying behavior of Mahachai Market customers The population was 200 coconut sugar buyers in Mahachai Market. The research instrument and to collect data was questionnaire. The statistics used to analyze the data were frequency percentage mean standard deviation and Pearson chi-square. The data were analyzed by SPSS. The research found that 1) the most Mahachai Market customers were female age range in 35 - 45 years monthly income was in a range of 25001 – 35000 Baths and lived in the central region. 2) coconut sugar buying behavior of Mahachai Market customers found that reason to buy was for family consumption the an average quantity bought was 1-5 kgs cost of buying was 101 - 300 Bahts the frequency of buying is one time per month coconut sugar was bought in small cups and one who influenced decision was oneself. 3) marketing mix associated with coconut sugar buying behavior of Mahachai Market customers found consumers has high level satisfaction and when considered each aspect the highest level satisfaction was price and product high level satisfaction was place and the moderate level satisfaction was promotion. 4) relationship between personal factors and coconut sugar buying Behavior of Mahachai Market customers were positive in gender age income and place of living at statistically significance of .05 level and 5) relationship between marketing mix and coconut sugar buying Behavior of Mahachai Market customers were positive in place and promotion at statistically significance of .05 level.