The topic of this research is the study of the changes of tourism maket in Thailand that has an effect on the tourists behavior. The problem concerns the decision making of tourists the information accessibility and the attitude of tourists the expectation and the satisfaction concerning Medical tourism. This qualitative research explained the tourists attitude and the creation of competitive advantage from customers perspectives as tourist in the medical tourism business. In the depth-interview of tourists the decision making process the expectation and satisfaction of customers in medical tourism were explained and measured based on the understanding of customer and the pre/post experience of the medical tourism service. The objectives of this research were to create the service repurchasing Internet information sharing and the media accessibility for tourists and perspective who would like to travel in Thailand and other related topics concerning medical tourism in Thailand. In conclusion the group of author argues that the information accessibility in this medical tourism to local and global tourists are limited and the business owners and others should play important role to effectively present the idea and concept of the medical tourism to the prospects and the existing customers in order to generate more income and gain more distribution channels. Finally the group of author identify the creation of the competitive advantage of medical tourism by reacting to the customers requests and requirements and also the information providing and accessibility throughout the media channels. Moreover creating the brand image and cooperating with government for the medical tourism theme under the government support in thecurrent national development plan would make substantially different from the existing situation for all of the players in this market.

The objectives of this study were 1) to analyze the capability contributing to the competitive advantage 2) to synthesize the key performance indicator from the internal factors 3) to examine the level of competitive capability and 4) to develop the strategy to enhance the capability of competitive advantage in the faculty of Mass Communication Technology Rajamangala University of Technology Phra Nakhon. The samples used in the study included 71 interviewed stakeholders in the university and 400 survey participants. The findings pointed out as follows: (1) the strategy t enhance the competitive advantage were defined in five aspects: curriculum educational management personnel learning environment and image and alumni association (2) the level of competitive advantage was rated high in the following order: personnel educational management curriculum and image and alumni association. The learning environment was also in high level.

This research aimed to study the marketing of handicrafts from sugar palm fiber and the strategies to enhance compatible marketing and study sugar palm fiber products market and analyze the competition to increase the potential in the handicraft market competition. The methodology used was qualitative research using identified sampling by interviewing the group leaders and the members of local community enterprises who produce handicrafts from sugar palm fiber in four areas in Amphur Sathing-Pha Songkhla Province. The result revealed that there were two kinds of products from sugar palm fiber: weaved and wickerwork and using the products as decorating items to create various style of handicrafts. The marketing of the products composed of selling in festivals made to order and consignment. The main compatible advantages were costing strategies differentiating and Niche or Focus strategy. The palm fiber entrepreneur has high opportunity to succeed due to the increasing potential competition ability. Further more promotion and OTOP products development can make value added to entrepreneurs for sustainability in competition.