Journal of Tourism and Hospitality Science

Bolaven Plateau : Experiences, Values, and Development Pathways of Cross-Border Recreation Areas for Thai Tourists

Tachapon Tongterm — 2025-12-30

In an era when people seek closer connections with nature and meaningful experiences, the Bolaven Plateau in Champasak Province, Lao People's Democratic Republic, has been recognized as a cross-border natural area with recreational potential and a distinct resemblance to the Thai cultural context. This article aims to 1) analyze the components and dynamics of Thai tourists’ nature-based recreational experiences on the Bolaven Plateau; 2) synthesize and evaluate the recreational values that emerge in psychological, social, cultural, environmental, and cultural identity dimensions through participation in recreational activities; and 3) propose community-based approaches to designing and developing sustainable recreational spaces, grounded in user-centered design and integrative understandings of site potential, ecosystems, and international cooperation. Drawing upon academic literature, field data, and conceptual interpretations in contemporary recreation, the findings indicate that Thai tourists highly value pristine nature, a pleasant cool climate, and local cultural traditions that resonate with Thai roots. These qualities foster positive experiences in terms of psychological restoration, flow states, social connections, cultural learning, and the cultivation of environmental awareness. The study further highlights the pivotal role of local communities as hosts and co-designers of activities through community-based tourism, cultural transmission, and participatory environmental management. Sustainable recreational design, therefore, requires the integration of ecosystem-based management with community participation, together with mechanisms for cross-border and ASEAN-level collaboration. Such an approach positions the Bolaven Plateau as a model for recreation management that balances conservation, development, and the sustainable enhancement of quality of life.

Enhancing Tourism Areas through Knowledge Management and Aesthetic Concepts: A Case Study of Ban Nong Bua Community-based Tourism Management by Phu Luang District, Loei Province

Thairoj Phoungmanee — 2025-12-30

This article aimed to study the knowledge management of community-based tourism in Ban Nong Bua, Phu Luang District, Loei Province, using the concept of knowledge management and aesthetics. The data were collected from document analysis, focus group discussions, and meetings. It was found that there were 2 primary types of tourism areas in Ban Nong Bua: 1) historical sites from prehistoric archaeological remains and 100-year-old traditional houses, and 2) cultural sites reflecting local ways of life, such as Wat Nong Sawang, the Tuy Cotton Weaving Group, Banana Land, and the Shrine of Phaya Chang and Nang Phom Hom. The knowledge Management process based on aesthetics was divided into 3 stages: first, searching and collecting knowledge from individuals, documents, and online media to analyze, synthesize, and interpret; second, storing knowledge in forms of documentation and online sharing; and third, applying knowledge in tourism management, strategies, route design, and activity development. The tourism areas were enhanced in three dimensions: community, tourism, and economics.

Service Marketing Mix Strategies Influencing the Decision to Use Hotel Accommodation Services in Pak Chong District, Nakhon Ratchasima Province

Tuntita Chaitusthanawaes — 2025-12-30

This research aimed to: 1) study the level of opinion on the service marketing mix strategies, 2) study the level of use hotel accommodation services in Pak Chong District, Nakhon Ratchasima Province; and 3) study the influence of service marketing mix strategies on the decision to use hotel accommodation services in Pak Chong District, Nakhon Ratchasima Province. The sample consisted of 400 sampling. A questionnaire was employed as a research instrument, and the data were analyzed using descriptive statistics, namely frequency, percentage, mean, and standard deviation, as well as inferential statistics, multiple regression analysis.

The findings revealed that: the analysis of the influence of service marketing mix strategies on the decision to use hotel accommodation services in Pak Chong District revealed that Product, Price, Promotion, People, and Physical Evidence had a positive influence on the decision to use hotel accommodation services at the 0.05 level of statistical significance. The service marketing mix (7Ps) could predict 19.10% of the variance in the decision to use hotel accommodation services.

Logistics Management Affecting Tourism Competitiveness Sung Noen District, Nakhon Ratchasima Province

Pakaporn Phongthong — 2025-12-30

This research aimed to 1) study logistics management and tourism competitiveness, 2) study logistics management that influences tourism competitiveness in Sung Noen District, Nakhon Ratchasima Province, using questionnaires to collect data from 348 samples, using systematic sampling and simple random sampling. Statistics were percentage, mean, standard deviation, and multiple regression analysis. The results of the research found that opinions on logistics management and tourism competitiveness were at a high level. Logistics management explained 76.7 percent of the variance in tourism competitiveness, with key factors including information management, physical management, demand management, and personnel management. The results of the study suggested that infrastructure for transportation, parking, and traffic management should be developed to facilitate tourists, and community participation should be promoted in exchanging information to forecast trends and plan activities that meet tourists’ needs. Local guides should be developed to convey information accurately, as well as disseminate practices in tourist attractions to create good experiences, create impressions, and create unique products for the community to promote the local economy to enhance competitiveness and grow sustainably.