Hosted byMahidol University International College (Thailand) and Lucerne University of Applied Sciences and Arts (Switzerland)

12 - 14 January 2015 enue Salaya avilion Hotel Salaya Ca pus hailand

Date Time Program Venue

Monday,

12January2015

15:30 - 16:00 Registration Hotel Lobby (6th floor)

16:00 - 16:30 Opening Ceremony Conference Room 1

16:30 - 17:00 Tourism Authority of Thailand Special Talk Conference Room 1

17:00 - 18:00 Keynote Speeches Conference Room 1

18:00 - 19:30 Welcome Banquet Conference Room 4

Tuesday,

13January2015

09:00 - 10:00 Panel Discussion“Development Opportunities for Hospitality Education”

Conference Room 4

10:00 - 10:30 Coffee/tea Break

10:30 - 12:30 Parallel Sessions Conference Room 1-4

11:30 - 13:30 Lunch Herb Garden Restaurant (2nd floor)

13:30 - 15:00 Parallel Sessions Conference Room 1-4

15:00 - 15:15 Coffee/tea Break

15:15 - 17:00 Parallel Sessions Conference Room 1-4

17:00 - 17:30 Closing Remarks Conference Room 4

Wednesday,

14January2015

09:00 - 10:00 Special Talk“Why Referees Reject Manuscripts”

Conference Room 1

10:00 - 10:30 Coffee/tea Break

10:30 - 12:00 Special Workshop“Why Referees Reject Manuscripts”

Conference Room 4

10:30 - 17:00 Optional tour (Sampran Riverside)

Conference Program

Hosted byMahidol University International College (Thailand) and Lucerne University of Applied Sciences and Arts (Switzerland)

12 - 14 January 2015 enue Salaya avilion Hotel Salaya Ca pus hailand

No Time Paper Title Presenter(s)1 10:30-10:50 The impact of tourists’ cultural differences on the likelihood of

promoting Thailand as a travel destinationViriya Taecharungroj Praowpan Tansitpong

2 10:50-11:10 An investigation of the relationship of different factors towards customer loyalty in spa business: A case of five spa centers in Bangkok, Thailand

Nasrin JannesarShirzad Mansouri

3 11:10-11:30 The differences of price perception between Thais and non-Thais in hotel pricing

Supamas Yongchaitrakool

4 11:30-11:50 Attendees’ motivations of marketing-events: A study on Thailand International Motor Expo

Puncharut Kositsmith Keawta Muangasame

5 11:50-12:10 Thailand’s position in U.S. travelers’ mind: The use of Importance-Performance Analysis (IPA) on destination attributes

Sarinya Sungkatavat Junehee Kwon

6 12:10-12:30 The study of influential factors on low cost airline selection of Thai tourists in Thailand

Puntaree Sripiyasothorn Keawta Muangasame

11:30-13:30 Lunch break

7 13:30-13:50 Shopping behaviors of international tourists towards luxury fashion brand

Pornthip Chaithanapat Chanin Yoopetch

8 13:50-14:10 Young tourists’ motivation towards ethnic tourism Chanin Yoopetch Kantatouj Amaranonta

9 14:10-14:30 Innovation decision making process and diffusion of innovation toward tourist destination by Using Electronic Destination (eDestinations) Information of Thai Tourists

Puangchompoo Jones Kitti Lertkamonrak

10 14:30-14:50 An examination of the linkage between brand identity and brand image in the online context: An empirical study of hotel website

Duangthida Nunthapirat

11 14:50-15:10 Marketing sense of place in Jimbaran, Bali, Indonesia Luh Micke Anggraini

15:10-15:30 Coffee break

12 15:30-15:50 Marketing factors related spa cuisine service in resort and hotel spa

Rangson Chirakranon

13 15:50-16:10 From “Tom Yam Kung Crisis” to “Bangkok Shutdown” Thailand tourism demand structure (1997-2014) and marketing implication

Apiradee Wongkitrungrueng Nakarin Amarase

14 16:10-16:30 Marketing colonial nostalgia: Hotels in India Ranjan Bandyopadhyay Pisut Yuwanond

15 16:30-16:50 Tourists’ behavior and environmental responsibility in marine and beach tourism: The case of Koh Samui, Surattanee

Siwarit Pongsakornrungsilp Pimlapas Pongsakornrungsilp

Conference Room 1

Hosted byMahidol University International College (Thailand) and Lucerne University of Applied Sciences and Arts (Switzerland)

12 - 14 January 2015 enue Salaya avilion Hotel Salaya Ca pus hailand

No Time Paper Title Presenter(s)16 10:30-10:50 Influencing factors of green hotel operations: A case study of Koh

SamuiClaudia Vera SahlmenKaewta Muangasame

17 10:50-11:10 Social semiotic approach in sustainable tourism: Stakeholder adaptations and meanings

Nadezda Sorokina

18 11:10-11:30 The commodification of rurality and tourism: A creative model for sustaining Japonica Rice Production in Northern Thailand

Amnaj Khaokhrueamuang

19 11:30-11:50 Online reviews of sustainably managed hotels: How do customers respond to their efforts?

Karolina BrazytėDorothea SchaffnerFabian Weber

20 11:50-12:10 Analysis of aptitudes, aspirations, capacities, and resources for community-based agritourism establishment

Rungnapha KHAMUNG

21 12:10-12:30 Green training (employee-training program for sustainable tourism): The case of a resort in Northern Palawan, The Philippines

Marck Bryan A. David

11:30-13:30 Lunch break

22 13:30-13:50 Hospitality in tourism - a conceptual framework Jürg StettlerOlivia AmstadBarbara Taufer

23 13:50-14:10 Legal uncertainty surrounding procreative tourism in Thailand Alessandro Stasi

24 14:10-14:30 Issues, challenges and prospects of halal restaurants in metro Manila, Philippines

Ryan T. Liba

25 14:30-14:50 Nostalgia tourism in Thailand- A case study of nostalgia destinations in the central region of Thailand

Monticha Jamjun

26 14:50-15:10 Learning center as an emerging tourist attraction in Thailand: The case of Thailand Creative & Design Center (TCDC)

Suwadee Talawanich

15:10-15:30 Coffee break

27 15:30-15:50 Public art and creative destination in Ratchaburi, Thailand Sompong Amnuay-ngerntra

28 15:50-16:10 Threats to cultural heritage sites, The case of IRAN Delaram DastanSara Ilchi

29 16:10-16:30 UNESCO World Heritage list and mixed method: The case of Ayutthaya Historical Park

Kitti WetsuwanRoberto B. Gozzoli

30 16:30-16:50 Sustainable tourism and ethnic neighborhoods: The case of a Brazilian neighborhood in Japan

Naho Maruyama

Conference Room 2

Hosted byMahidol University International College (Thailand) and Lucerne University of Applied Sciences and Arts (Switzerland)

12 - 14 January 2015 enue Salaya avilion Hotel Salaya Ca pus hailand

Conference Room 3No Time Paper Title Presenter(s)31 10:30-10:50 Events management practitioners’ expectations of quality of work

lifeChan Suk Ha, Grace

32 10:50-11:10 Training effectiveness: A case study of cabin crew at Thai airways international

Ekabut TangshewinsatienChanin Yoopetch

33 11:10-11:30 An exploratory study of generation Y workforce in hotel and resort business in Thailand

Sirinat LaohasathitVeerades Panvisavas

34 11:30-11:50 Understanding the hotel employees’ body language roles in guest satisfaction

Mohammad Shahidul Islam

35 11:50-12:10 A review of B.B.A. International Hospitality Management curriculum: A case study of Mahidol University International College, Thailand

Veena Thavornloha

36 12:10-12:30 Fostering sustainability-driven innovation through leadership and HR practices

Sylvie A. Scherrer Oda Ellingsgaard

11:30-13:30 Lunch break

37 13:30-13:50 Corporate social responsibility in the hospitality industry – risk or opportunity for a mid-sized hotel?

Andreas GollSebastian OchsAndreas Zins

38 13:50-14:10 Corporate social responsibility policy and application: A case study of a global hotel chain in Hong Kong

Benny ChanChammy Lau

39 14:10-14:30 “Service Quality in Educational Tourism with SERVQUAL Adaptation in Thailand: A Case Study of Mahidol University International College”

Worada Apirat

40 14:30-14:50 Service quality of the restaurant business: Insights from consumer reviews of fine-dining restaurants in Bangkok

Pornchanun SuphayakOrnlatcha Sivarak

41 14:50-15:10 The development of ecotourism marketing of Thapapao village, Lamphun province, Thailand as tourism destination

Nichapa Wongsomboon

15:10-15:30 Coffee break

42 15:30-15:50 Devising a multi-sided digital business model in tourism: Some questions to ask

Marco Menna

43 15:50-16:10 Innovative entrepreneurship in tourism business: An international comparison of key drivers

Isabel Pereira Rodrigues

44 16:10-16:30 Raising capital, cost of capital and risk from the perspectives of hospitality business owners

Chanin Yoopetch

45 16:30-16:50 Disorganizing organizational spaces: Moving a resort from representation as an organizational actor to “baboon” territories

Jesper Döpping

Hosted byMahidol University International College (Thailand) and Lucerne University of Applied Sciences and Arts (Switzerland)

12 - 14 January 2015 enue Salaya avilion Hotel Salaya Ca pus hailand

No Time Paper Title Presenter(s)46 10:30-10:50 The reasonable person standard in business law: Establishing a comparative

perspective between Thailand and the United States Alessandro Stasi

47 10:50-11:10 Assessing innovative culture in the organization: A case study of a steel manufacturing firm in Thailand

Primsewan KomekaratMalinvisa Sakdiyakorn

48 11:10-11:30 The exploration of organizational culture in family business: A case study of rice mill businesses in central provinces of Thailand

Ranai ThamaratMalinvisa Sakdiyakorn

49 11:30-11:50 Cost effectiveness of outsourcing: Case studies in the publishing business Vinaet Piyatat

50 11:50-12:10 What drive mobile payment adoption in Thailand? Chanchai Phonthanuki-tithaworn

51 12:10-12:30 The guidelines for development in supply chain management for entrepreneurs of small and micro community enterprise in Lopburi province

Chirawan Somwang

11:30-13:30 Lunch break

52 13:30-13:50 The roles of competencies, cultural interlligence, and instuition in SMEs internationalization

Claus SchreierNuntana UdomkitFrank E.P. Dievernich

53 13:50-14:10 Thai consumer willingness to pay for green-label products Tattaya Kosoontararat Yingyot Chiaravutthi

54 14:10-14:30 Brand valuation of serviced apartments in Bangkok Pakpoom Vipassapan Yingyot Chiaravutthi

55 14:30-14:50 Identification of critical factors for e-service development: A case of Directorate of Investment and Company Administration (DICA) in Myanmar

THAN DAR SOE SOE

56 14:50-15:10 The impact of perceived risks on online shopping attitudes of Bangkok people

Thanyaporn ChinthammitDissatat Prasertsakul

15:10-15:30 Coffee break

57 15:30-15:50 Measuring diversity of the workforce - A quantitative approach Gabrielle Wanzenried Sita Mazumder Yvonne Seiler

58 15:50-16:10 Whose game is it? A triangular relationship in service quality perspective from tourists, service provider, and regulator: a case study of Thailand’s express boat service

Praowpan TansitpongChorthip Toworaka-jonkun

59 16:10-16:30 Politics of the state: a critical analysis of the impact of government policy on local tourism development in Britain

Steve Burns

60 16:30-16:50 The impact of waiting time management on customer satisfaction in hospitality industry

Joaquín Fernández Arroyo

Conference Room 4