This research aims to 1) study current conditions trends in change management transformational leadership and service innovation in the future for hotel business survival in Southern Andaman provinces and 2) present survival model of hotel business in Southern Andaman provinces. The research methodology used in the study was Qualitative research by using the Delphi technique with 19 experts and added with quantitative research which the sample was 400 Thai consumers. The research results revealed that the current conditions of the hotel business in Southern Andaman provinces in the past most of the consumers were foreigners but from the effects of the epidemic causing change in consumer behavior. At present and in the future there will be more Thai consumers. Therefore business owners need to plan to support on Thai tourists by focus on natural attractions and increase in safety measures from the epidemic. Transformational leadership would focus on inspiration motivation. Service innovation in the future would focus on marketing innovation and reduce exposure. Survival model of hotel business in Southern Andaman provinces consist of 1) competitiveness 2) adaptability and 3) efficiency. Survival model of hotel business in Southern Andaman provinces checked by index of congruence (IOC) by 5 experts and found that index of congruence was greater than 0.50.

This research aims to study causal factors affecting the performance of the Thai fruit wholesaling. The objectives were to 1) study the level of focus on entrepreneurial orientation value creation service innovation and business performance of Thai fruit wholesalers in Talaad Thai Pathum Thani Province 2) to create and test the structural equation model of the entrepreneurial orientation value creation service innovation and business performance of Thai fruit wholesalers in Talaad Thai Pathum Thani Province 3) to study the direct effect and indirect effect of entrepreneurial orientation value creation and service innovation influencing the business performance of Thai fruit wholesalers in Talaad Thai Pathum Thani Province. The sample group used in this research consisted of 600 Thai fruit wholesalers in Talaad Thai Khlong Nueng Subdistrict Khlong Luang District Pathum Thani Province. The instrument used for the data collection was a questionnaire using accidental sampling. Descriptive statistics such as frequency percentage mean standard deviation and inferential statistics such as correlation coefficient (r) and structural equation model (SEM) were used to evaluate the data. The research results revealed that the elements of the entrepreneurial orientation factors value creation service innovation and business performance were on average at the highest level. When testing the relationship between every element in the entrepreneurial orientation factor value creation service innovation and the business performance were found to have a statistically significant relationship. In the analysis of the structural equation model (SEM) it was found that service innovation was directly influenced by entrepreneurial orientation with a statistical significance of 0.01 with a coefficient of 0.877 and 77 percent of causal variables were predicted. The business performance was directly influenced by an entrepreneurial orientation value creation and service innovation with 0.92 -0.49 and 0.49 respectively indirectly influenced by entrepreneurial orientation with -0.064. The highest total effect on entrepreneurial orientation was 0.880. The entrepreneurial orientation and service innovation had a significant impact on business performance at 0.01 and had predictive coefficients of 78% and 85% respectively.

The main objective of this study was to develop crisis management board game for corporations. This study collected data from 103 participants who worked for corporations in Thailand to be utilized as a confirmation for the importance of crisis management board game development. Also this study synthesized and analyzed related concepts of board game design and crisis management to develop the prototype of crisis management board game. Results indicated that the first prototype of crisis management board game contains five distinguished situations in which players are required to choose the appropriate crisis response in orderly. Findings indicated that the appropriate players for this board game were limited to 4 players and required a person to be facilitator of this game. The playing time about one hour. Players are required to play crisis manager role to make decision what actions should be done first and last in order. The accurate order of crisis response provides proper score for the players in each round. The winner of this game is the player who has received the highest score at the end of the game.

This research is a mixed-method research which is comprised of a quantitative research and a qualitative research. The Objectives of this research are all in the hotel business and are (1) to study the human resource management (2) to study the human resource management environment (3) to be a guideline for human resource management. This research project had a sample group of 100 personnel working in the hotel business in Bangkok along with interviews with 10 human resources department chiefs. The results of the research project: 1. Most of the respondents were female with a Bachelors degree single status Food & Beverage position and employment duration of working 1 - 5 years. Human resource management of hotel business in Bangkok was overall at a high level in areas of performance appraisal recruiting and selection training and development respectively. Guidelines for human resource management of hotel business in Bangkok was overall at a high level in areas of performance appraisal recruiting and selection compensation and welfare respectively. The personal data of the respondents having different levels of education affected the guidelines of human resource management of the hotel business in Bangkok. There were statistically significant differences at the 0.05 level in 2 aspects that are training/development and performance appraisal. 2. With regards to the human resource management environment of the hotel business the strength was that there was support for employees to promote career advancement. There were good human resource management strategies as well as profitable welfare strategies. The weaknesses were ineffective communication lack of good English language skills and third language skills as well as a high staff turnover rates. During the 2019 corona virus epidemic every hotel had to adjust its strategies for increasing revenues to be able to take care of personnel in its organization. The obstacle was that during the 2019 corona virus epidemic the country was shut down to control the spread of infection transmitted from tourists. As a result the hotels revenue had declined. Then there was a need to reduce the wage rate and to reduce employment for the hotel to survive.

The purposes of this research were 1 ) to study the consumer demographic characteristics of creative identity cafes. 2) To study the level of factors affecting the marketing concept of creative identity cafe business service. And 3) to analyze the components of the marketing concept of the creative identity cafe business service. The sample group used in the research was a group of 4 1 0 consumers who used to use the services of creative identity cafes. This is a quantitative and qualitative research collecting data by using questionnaires and semi- structured in- depth interviews. The statistics used in data analysis were frequency percentage mean standard deviation factor analysis and content analysis. The results showed that: 1 ) the demographic characteristics of consumers of creative identity cafes found that most of the consumers who used the service were female aged between 2 0 - 2 9 years old with bachelors degree as a student with an average monthly income of about 10000 baht per month living in a family with about 3-4 people and living in a detached house. 2) Factors affecting the service marketing concept of the creative identity cafe business it was found that all 70 variables had an overall average between 3.84-4.42 indicating that consumers were focusing on this aspect at a high level. The highest variable affecting the service marketing concept of the creative identity café business was variable 67 which was the creative identity café business that was cleaned regularly followed by variable 40 found that the employees were enthusiastic to serve. The least important variable among consumers was the 8th variable which was the food and beverages variable that indicated nutritional value and 3) the components of the marketing concept of the service business of the creative identity cafe business consist of 5 components as follows: 1) Sanitary 2) Spot ( the point that is easily accessible) 3) Perceived Value 4) Aesthetic 5) Marketing. And from the results obtained from the quantitative analysis and the results of the semistructured in- depth interviews in the qualitative research the researcher has developed a marketing concept in the service of the creative identity cafe business. Its called SSPAM Model. To provide customers with services from products that are meticulously crafted and beautiful with safety and hygiene standards that are worth more than the price paid including services with convenience speed and easy access.