Journal of Management and Local Development

Exploring the Potential of Artificial Intelligence for Sustainable Business Development in the Hospitality Industry: A Post-Pandemic Analysis of Chiang Mai, Thailand

2025-04-09T09:05:28+07:00

The hospitality industry has been significantly impacted by the COVID-19 pandemic, leading to changes in guest behaviour and hotel operations. Adopting artificial intelligence (AI) technologies has become increasingly popular to improve efficiency, sustainability, and the overall guest experience. This review article focuses on implementing AI in the post-pandemic context of Chiang Mai, Thailand, to develop a sustainable business model that reduces energy consumption and improves resource management. The research analyses the opportunities and challenges of AI adoption in the hospitality industry, drawing from successful examples of AI implementation in the hotel industry. The study also explores the potential for sustainable business development in Chiang Mai using AI, highlighting the importance of considering local values and engaging with the community to promote responsible tourism practices. Although there may be initial investment costs and challenges associated with changing consumer behaviour, adopting a sustainable business model incorporating AI can lead to long-term benefits for both the environment and the hospitality industry. Using AI for energy management, waste reduction, and personalised guest experiences can improve efficiency, reduce costs, and enhance the overall guest experience. By embracing AI technologies and sustainable practices, the hospitality industry can adapt to the post-pandemic context and contribute to a more sustainable future.

Digital Marketing Development through Social Commerce to Enhance Potential Sustainable Community Products for Sapphaya Tourism Community Enterprise

2025-03-29T18:36:48+07:00

This research aimed to study the guidelines for improving and developing the usage of social commerce for community enterprises and to study the guidelines for adjusting online marketing strategies in social commerce for community enterprises. This research was qualitative and used in-depth interviews with 10 interviewees. The instrument used was a semi-structured interview form, which was tested for content validity. The research results are as follows: 1) General information of the interviewees: They were members of the Sapphaya Tourism Community Enterprise in Chai Nat Province, consisting of executives 6 people and members 4 people, totaling 10 people, with 9 of them being female. They had an average working experience of 7 years. 2) Social commerce usage patterns: They used a variety of social media. The qualitative research results were divided into 5 parts as follows: Part 1: Traditional marketing patterns: Group Line was the most popular for traditional marketing. Part 2: The need to develop new marketing: TikTok was the most popular. Part 3: Multimedia that wanted to present content marketing: visual media. Part 4: Popular products that wanted to present cultural capital: batik clothing. Part 5: Problem-solving methods and online marketing development. And sustainable online marketing strategies are: creating a customer network with a membership system 3) improving and developing the form of using social commerce including Facebook, Instagram, YouTube, and TikTok 4) adjusting online marketing strategies for community enterprises by setting guidelines for developing strategies for each option using TOWS Matrix analysis into 2 strategies as follows: Strategy 1: Image strategy and Strategy 2: Communication strategy to build customer relationships.

The Impact of Digital Transformation and Supply Chain Management Adaptation of Small Retail Businesses (Traditional Grocery Stores) in Chiang Rai Province

2025-04-10T12:29:25+07:00

This research aims to study “The Impact of digital transformation and Supply Chain management adaptation among small retail businesses (traditional grocery stores) in Chiang Rai province”. The objectives of this research are to 1) examine the impact of digital transformation, 2) study the supply chain management adaptation, and 3) study the effects of digital transformation and Supply Chain management adaptation among small retail businesses (traditional grocery stores) in Chiang Rai province. Data was collected using questionnaires both online and through direct interactions with 400 respondents. The statistical methods used for data analysis include frequency, percentage, mean, standard deviation, and multiple regression analysis. The findings are as follows:

The research found that the most effected to 1) The small retail businesses entrepreneurs in Chiang Rai province was the financial sector next, costumers sector and learning and development respectively, 2) The small retail businesses entrepreneurs in Chiang Rai province was at high level of adaptation in overall. The most adaptive sector was selecting distributors or dealers, inventory management and product distribution respectively and 3) The digital transformation has a statistically significant effect at 0.05 level on the supply chain management adaptation of the small retail businesses entrepreneurs in Chiang Rai province. The research showed that the adaptation of supply chain management of entrepreneurs affected to “Learning and Development” section (β=.27) and “Financial” section (β=.19) at statistically significant 0.05 level.

Consumer Purchasing Behavior and Marketing Mix Factors Influencing OTOP Product Acquisition in Kamphaeng Phet Province

2025-03-21T11:30:33+07:00

The objectives of this research were 1) to study the purchasing behavior of OTOP product buyers in Kamphaeng Phet Province. 2) to study the marketing mix factors that affect the purchasing of OTOP products in Kamphaeng Phet Province.

A survey using questionnaires was conducted with a sample of 324 people who had previously purchased OTOP products in Kamphaeng Phet Province, selected through stratified random sampling. Data were analyzed using percentage, mean, and standard deviation. The research findings revealed: 1) The most frequently purchased OTOP product was food, followed by textiles and clothing. The most important purpose for purchasing OTOP products was for personal consumption, followed by family use. The most common purchasing decision was made immediately upon seeing a suitable price, followed by when seeing a desired product. 2)The overall marketing mix factors influencing the purchase of OTOP products in Kamphaeng Phet Province were at a high level. The factors, in order of importance to purchasing decisions, were product, price, distribution channels, and marketing promotion.