https://archive.cm.mahidol.ac.th/handle/123456789/2 2026-03-28T14:22:32Z 2026-03-28T14:22:32Z Krittawit Krittayaruangroj https://archive.cm.mahidol.ac.th/handle/123456789/5974 2025-11-01T20:01:31Z 2025-01-01T00:00:00Z

Title: Sustainable development of community enterprises (CEs) in the context of community-based tourism (CBT): Exploring practices, success factors, and stakeholder mechanisms. Authors: Krittawit Krittayaruangroj Abstract: This dissertation investigates the sustainability of Community-Based Tourism (CBT) enterprises in Thailand through an in-depth qualitative analysis of three cases: Ban Chiang (cultural tourism), Ban Laem Sak (ecotourism), and Wang Nam Khiao (agrotourism), each situated at the consolidation stage of Butler’s Tourism Area Life Cycle (TALC). The study addresses four core research questions related to (1) critical success factors for CBT sustainability, (2) the role of stakeholder collaboration in advancing Sustainable Development Goals (SDGs), (3) sustainable business models in CBT, and (4) the role of government support. Grounded in stakeholder theory, social exchange theory, and the Community Capitals Framework (CCF), the research draws on 66 in-depth interviews, participant and non-participant observation, and document analysis. Thematic analysis reveals that CBT sustainability is driven by strong local leadership, collective ownership, equitable benefit-sharing, and inclusive stakeholder engagement. The study extends stakeholder theory by incorporating cultural proximity and social capital into the stakeholder salience framework and refines social exchange theory by foregrounding non-economic exchanges such as cultural preservation and identity reinforcement. This dissertation contributes a strategic model for CBT development, demonstrating how multilateral stakeholder collaboration can enhance community capitals and resilience. It underscores the essential role of government agencies in policy, capacity-building, and tourism promotion. The findings offer theoretical and practical implications for sustainable tourism scholarship, particularly in the areas of leadership, empowerment, and inclusive governance. Description: 310 leaves

2025-01-01T00:00:00Z Zongwen Xia https://archive.cm.mahidol.ac.th/handle/123456789/5972 2025-11-01T20:01:28Z 2025-01-01T00:00:00Z

Title: AI-chatbot application as an E-service agent to develop a customer-brand relationship Authors: Zongwen Xia Abstract: This dissertation explores AI chatbots as e-service agents in developing customer-brand relationships. Chapter II presents a bibliometric analysis of 571 papers (2005–2022), identifying key research trends and academic clusters in computer science, marketing service, and digital health. Chapter III develops a conceptual framework using the Technology Acceptance Model (TAM) and A-B-C model of attitudes, examining how interaction, perceived enjoyment, customization, and problem-solving influence customer perceptions, satisfaction, and trust. Chapter IV empirically validates chatbot effectiveness through a mixed-methods approach, confirming that perceived ease of use and usefulness drive positive attitudes and brand loyalty. AI chatbots enhance customer engagement while reducing human intervention. This study extends TAM with chatbot-specific attributes, providing theoretical and practical insights for businesses. It highlights AI transparency and ethical considerations as key to trust-building and emphasizes AI’s role in sustainable digital transformation and long-term brand engagement. Description: 134 leaves

2025-01-01T00:00:00Z Poom Thongsricharoen https://archive.cm.mahidol.ac.th/handle/123456789/5885 2025-07-19T20:01:38Z 2025-01-01T00:00:00Z

Title: A study to develop a model for financial feasibility and valuation of a firm and its intellectual property: a case of innovation-driven enterprise (ide) of agricultural industry in thailand. Authors: Poom Thongsricharoen Abstract: This study develops a valuation model for Intellectual Property (IP) and business valuation tailored to Innovation-Driven Enterprises (IDE) within Thailand’s agricultural sector. Utilizing action research through a single-case study, the research aligns with Susman and Evered’s five-step methodology (1978) and valuation criteria from Lagrost et al. (2010), adapted specifically to Thai agribusiness. Participants comprised executives, finance and accounting specialists, and investors from Thai agricultural biotechnology IDEs. Four valuation approaches were assessed: Cost, Market, Income, and Option Pricing. The Cost Approach yielded the lowest IP values but provided valuable non-financial insights. The Market Approach was effective for early-stage ventures, while the Income Approach, contingent on detailed validation of variables, suited mature enterprises. The Option Pricing Approach offered the highest valuations but faced challenges in risk assessment, restricting its suitability to niche industries such as pharmaceuticals. For business valuation, the study recommended the Market Approach initially, shifting to the Income Approach upon reaching stable growth. The resulting model strengthens IDEs' negotiations with venture capital investors, enhancing their potential for successful expansion. Description: 90 leaves

2025-01-01T00:00:00Z Treesuvit Arriyavat https://archive.cm.mahidol.ac.th/handle/123456789/5832 2025-06-17T20:01:28Z 2024-01-01T00:00:00Z

Title: Executive education: challenges and effectiveness in the Thai context Authors: Treesuvit Arriyavat Abstract: This study examines executive education (EE) programs in Thailand, highlighting their role in developing business executives’ skills within a growing market. It focuses on program design, personal and organizational growth, and trends in EE, addressing key challenges like learning experiences and their impact on development. Using the Resource-Based View (RBV) model, it categorizes program resources into physical, human, and organizational capital, emphasizing alignment with value, rarity, imitability, and organizational criteria. The COVID-19 pandemic's impact underscores the need for adaptive responses and a collaborative culture. Through case studies, the research identifies challenges, such as balancing theory with practice, and highlights effective strategies like expert involvement and networking opportunities. The study underscores the transformative power of EE in expanding professional networks, enhancing expertise, and fostering leadership. It provides insights into creating high-quality programs that meet executives' diverse needs, urging future research to explore these programs' long-term impact and broader applicability. Description: 251 leaves

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