The objectives of this quantitative research were 1) to study consumer behavior to select Bangkok restaurants receiving Bib Gourmand awarded by Michelin 2) to compare decision-making to select Bangkok restaurants receiving Bib Gourmand awarded by Michelin classified by demographic characteristics and 3) to study the relationship between service marketing mix factors and the decision-making process affecting the decision to select Bangkok restaurants receiving Bib Gourmand awarded by Michelin. The sample of this study consisted of 400 Thai consumers with at least once experience to use the service of Bangkok restaurants receiving Bib Gourmand awarded by Michelin. A questionnaire was used as a research instrument to collect data. Data collected were analyzed by statistics including frequency percentage mean standard deviation t-test and F-test one-way analysis of variance and the Pearson’s correlation coefficient. The results of this research indicated that most of the respondents were female between 20-30 years worked as a private company employee graduated with a Bachelors degree or equivalent earned an average monthly income of 15000-25000 baht and had a single status. In terms of consumer behavior most of the respondents have known Bib Gourmand by Michelin award. The most popular restaurant was Krua Apsorn (Sam Sen). The average duration of waiting for each service was 11-30 minutes. An influential person for purchase decision was oneself. They used the service for dinner during Saturday – Sunday. The frequency of using the service was about once per month and the average cost per person was 101-400 baht per time. Service marketing mix factors affecting the decision to select Bangkok restaurants receiving Bib ourmand awarded by Michelin for both overall and individual aspects were at a high level. Decision-making process affecting the decision to select Bangkok restaurants receiving Bib Gourmand awarded by Michelin for both overall and individual aspects were at a high level. In terms of comparing demographic characteristics the respondents with different age occupation monthly income and marital status had different decision to select Bangkok restaurants receiving Bib Gourmand awarded by Michelin with a statistical significance level of 0.05. In addition service marketing mix factors were moderately positively related with the decision-making process affecting the decision to select Bangkok restaurants receiving Bib Gourmand awarded by Michelin. When individual aspects were considered six factors including product place promotion people process and physical evidence were moderately related with the decision-making process. However price was related with the decision-making process at a low level.

The Objectives of the study were to study the tourists social media exposure and their knowledge and attitudes towards cultural tourism in Bangkok Metropolitan. This research was quantitative methodology. The sample consisted of 400 tourists in Bangkok Metropolitan and used non-probability sampling by accidental random sampling. Data were collected through a questionnaire as the research instrument. The results of this study showed as follows: In terms of basic information the sample mostly travels with a family. The source of information were relatives friends acquaintances who have traveled to that location. In terms of exposure to social network the sample mostly exposed to social media via Facebook short messages via twitter online video via YouTube photo sharing via Instagram website via Wikipedia and Webboard via Pantip. The sample exposed to social media average of 1 hour during 1.00-6.59 pm. on a smartphone. The majority of the sample used social media at home searching for cultural tourism information at a high level. The highest mean is finding transportation. The sample receives cultural tourism information at a high level. The highest mean is exposure to information about arts crafts sculpture traditions and festivals. The most trustworthy social media is Youtube. The social media influence had a high level because fulfilling objectives such as tourist attraction accommodations restaurants travel etc. In terms of knowledge the sample had a high level of knowledge of cultural tourism. The area with the highest level of knowledge was increasing the diversity of cultural tourism such as heritage tourism art tourism urban culture tourism rural culture tourism creative tourism and Thai local wisdom. In terms of attitudes overall the sample gave the highest priority is security.

This research approach to study the development of interior wall for reduce energy consumption by air conditioning in the building. In order to be a prototype in the development of an industrial system for the export of green architecture in order to generate income for the community or entrepreneurs to bring money into the country to upgrade the industrial economy to be sustainable It is an architectural material that is compatible with the weather in Thailand. It can be used as a guideline for people interested in applying it to their own home building or disseminating through various media to reduce energy costs for a comfortable living. The objective is to study the factors that affect the development of wall paneling in order to reduce the energy burden of the air conditioner in the building in order to further the commercial production. The researcher collected data for the past 6 months not including other thermal energy. Used to calculate the energy consumption index for 2 building groups it was found that the electricity consumption of green buildings were 531100 kilowatt hours. And an average of 5.31 kilowatt hours per square meter While the non-green building has an average of 653360 kilowatt hours. And an average of 6.53 kilowatt hours per square meter As for the results of the data analysis the damage level is mostly at level 1 which is the wall surface and no obvious damage. Especially the 4th and 5th height is 1.55 meters and 1.85 meters from the floor level in the building. Damage level 3 is found at the height level 3 at a height of 1.00 meters from the floor level in the building. Assessment of damage caused to the interior wall of the building that occurred in 3 levels. The results of the data analysis showed that most damage levels were at level 1 namely the wall surface without obvious damage. Especially the 4th and 5th height is 1.55 meters and 1.85 meters from the floor level in the building. Damage level 3 is found at the height level 3 at a height of 1.00 meters and from the results of collecting moisture content in the exterior wall materials And analyzed to find the average for each of the 5 levels of height which are 0.55 meters 0.75 meters 0.95 meters 1.55 meters and 1.85 meters found that the buildings have different moisture content in each wall level (p <0.05). In conclusion this green building index equation can be applied to other buildings to reduce energy consumption and meet the standards of the green building. From the equation the electricity consumption can be predicted using the electricity usage index and systematically designed energy management in buildings. The area with the most damage will find the humidity in the range of 47% -98% the highest damage level 3 at an elevation of 0.80 meters from the floor level in the building

This research aims to study the good governance and the accountants’ performance standards affecting the quality of financial statement reports of the accounting firms in Bangkok the metropolitan areas and the central region. The research samples are executives or bookkeepers of the quality accounting offices in Bangkok the metropolitan areas and the central region. The data from 44 companies is collected. Descriptive statistics and multiple regression analysis are used. The study results found that the multiple regression analysis between the good governance and performance on the quality of financial statement reports in terms of comparability (quality4) was statistically significant at a level of 0.01. The significant variables were the use of professional knowledge (standard1) and carefulness (standard2) with statistical significance at 0.05

This quantitative research aimed 1) to study operation performance of Thai Gem Businesses. 2) To study factors affecting firm performance of Thai Gem Businesses. The research was collected data by using questionnaire with 452 participants from production group of Thai Gem Businesses. The samples were collected conveniently and analyzed by frequency percentage mean standard deviation Pearson’s correlation coefficient and analysis confirmatory with Structural Equation Modeling: SEM. It was one of all statistic techniques to test for causal relationship of variables. The results found that database information management systems have positively affect strategic management and firm performance of Thai Gem Businesses with significant level 0.05. Database information management systems also have positive affect on strategic management of Thai Gem Businesses with significant level α < 0.05. Besides this research results found that database information management systems has positively direct and indirect affecting firm performance by pass strategic management with direct affect on firm performance equal to 0.346 and indirect affect by pass strategic management equal to 0.575. And total affect was equal to 0.921 with significant level. It showed that overall affect of database information management system on firm performance was more than strategic management affect to Firm Performance (0.603) with significant level 0.05. The analysis of correlation coefficient model showed that measurement between latent variables have positive correlation with significant level α < 0.05. The analysis of Structural Equation Model revealed that it wassuitable harmonize with empirical data ( χ2 / df = 1.489 CFI = 0.997 AGFI = 0.957 RMSEA = 0.08 RMR = 0.004) and consistent with the define hypothesis. The research results described the environmental of firm performance approach to strategic management by TOWS Matrix and recommendation on strategic management to solve problems on firm performance of Thai Gem Businesses in order to develop continuous firm performance for competitive advantage.