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Browsing CA: Research Reports by Subject "Strategic Public Relations"
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- PublicationCommunication and Management of Anxiety and Crisis Between Thai Public Health Professionals and Patients in Amphoe Wiang Sa, Changwat Nan(University of the Thai Chamber of Commerce, 2011)
; ;School of Communication ArtsUniversity of the Thai Chamber of Commerce. School of Communication ArtsThis research applies the methodology of Conversation Analysis (CA) to study how nurses, patients and families members talk about anxiety and crisis. In studying interaction, it goes beyond limited methods for collecting participants’ opinions and reveals processes of negotiation of meaning in naturally occurring data. This research is the result of six months’ field work in Changwat Nan, during which 40 counselling sessions were video recorded: 9 in Wiangsa hospital, 4 in district public health centers and 27 in patients’ homes. Direct observation and in-depth interview were used for supplementary data collection. The principal results are 1) Communication on cancer was not only restricted to health talk. Different topics were brought into discussion; namely symptoms such as pain, family economy, children’s education, sexuality and the issue of dread. Topics discussed were co-constructed by participants.2) The structure of talking about death falls into 4 stages; opening, elaboration and awareness of dying, focus on patient’s own death and exit from the death context. The use of clue, the conversion of a general question into a specific question, references to third parties, list-construction, repairs, gestures, issues of family, property and funeral assistance fund were applied in health and dying consultations.3) The meaning of death was socially constructed by interlocutors. They regarded death as a way of eliminating suffering pain, the matter to be explained by religion, a way to avoid life suffering, the failure of science, and they sought to reduce its control over life and perception. Indirect address, the use of gaze and gesture, blame and reformulation of the topic rendered death taboo.4) Patients have their own techniques to grapple with suffering pain. They applied meditation, religion and breathing control. Patients with different level of pains used different linguistic utterances. Pains shaped the type of linguistic use, and vice-versa the language could indicate how much they felt pain.14 254 - PublicationThailand’s Tourism Destination’s Traveling Behavior, Information Exposure, Brand Image Perception, and Brand(University of the Thai Chamber of Commerce, 2011)
; University of the Thai Chamber of Commerce. School of Communication ArtsThe objective of this research is to study tourist traveling behavior, information exposure, brand image perception and brand equity acceptance of tourism destinations in Thailand. The survey method employed questionnaires of 377 Thai tourists and 382 foreign tourists. The results are summarized as follows:1. Thai tourists are mostly 21-30 year old single females, are educated to bachelor degree level, earn 10,001-20,000 baht/month, work in an office, live in Bangkok. Foreign tourists are mostly 21-30 year old single males, are educated to bachelor degree level, earn more than 2,500 US dollars/month, work freelance, and live in Malaysia.2. Chiangmai is most favored destination for both Thai and foreign tourists because of its good climate, unique culture, and friendly people. Thai tourists travel to Thailand’s tourism destinations for trips lasting 3-4 days, once per year, spend 2,501-7,500 baht per trip, use their own vehicle, travel with family, stay in a 1-3 star hotel, and travel during March-June. Foreign tourists travel for trip lasting 3-4 days, once per year, spend more than 10,000 baht per trip, use taxis, travel with family or friends, stay in a guesthouse, and travel during November-February.3. Thai tourists reported exposure to travel information at an “average” level through travel guides, internet, television, magazine, friends/acquaintance, newspapers, and tourism events/exhibitions. Foreign tourists reported exposure to travel information at an “average” level through travel guides, internet, and television.4. The brand image of Thailand’s tourism destinations which Thai tourists perceive at a “good” level are shopping venues variety, colorful nightlife, tourist attraction variety, tourist attraction beauty, economy growth, accommodation quality, entertainment venues variety, and food taste and food variety. The brand image factors at a “good” level perceived by foreign tourists are: colorful nightlife, economy growth, accommodation quality, entertainment venues variety, food taste and food variety, and integration of foreign residents. However, the only brand image factor perceived by both Thai and foreign tourists at a “bad” level is the problem of beggars.5. The brand equity of Thailand’s tourism destinations which Thai tourists report “agree” are remembering the name of this city, recommending this city, traveling to this city again, and having good fun. Foreign tourists report “agree” with the statements remembering the name of this city, tending to mention this city, traveling to this city again, recommending this city to friends, and choosing to travel to this city again even though others are more interesting.6. The places which Thai tourists desire to travel at a “high” level are food shops/food centers/food venues, and walking street/weekend markets. The places which foreign tourists desire to travel at a “high” level are food shops/food centers/food venues, local markets/floating markets, and entertainment venues/karaoke/pubs.7. Thai tourists have a significantly different traveling behavior, information exposure, brand image perception, and brand equity acceptance of Thailand’s tourism destination from foreign tourists.8. Thai and foreign tourists who have different demographic status i.e. gender, age, education, income, and marital status have significantly different information exposure, brand image perception, and brand equity acceptance of Thailand’s tourism destination.9. A varimax rotation produced the five final factor analysis. These factors have been labeled as (1) city’s quality and convenience (2) city’s social status and culture (3) city’s atmosphere and social management (4) city’s value for money and livable feeling (5) city’s problem management.10. Factors affecting Thai tourists’ desire to travel to Thailand’s tourism destinations are brand image perception and factors affecting foreign tourists’ desire to travel to Thailand’s tourism destinations are brand equity acceptance.82 316 - PublicationThe Perception of “Brand Sense Dimension” and Brand Loyalty towards “Doi Kham” Products of the Royal Project Foundation(University of the Thai Chamber of Commerce, 2007)
; University of the Thai Chamber of Commerce. School of Communication ArtsThe objective of this research is to study “Doi Kham” product consumers’ purchasing behavior, perception of brand sense dimension, and brand loyalty, and to study the relationship between the perception of brand sense dimension and the brand loyalty of “Doi Kham” products. The survey method employed questionnaires of 768 “Doi Kham” consumers in Bangkok and Chiangmai. Data were analyzed by t-test and One-way ANOVA and relationship testing by Pearson’s Product Moment Correlation Coefficient. The result is as follows:1. Most consumers are single female, who are teachers or students, aged between 20-29 years old, have bachelor degree, earn 10,000-19,999 baht per month, and live in Bangkok.2. Most consumers purchase winter vegetables and preserved products at Doi Kham shops, 2-3 times per month. They have purchased for more than six years, to use or consume them at home.3. Consumer’s perception of “Doi Kham” taste is the greatest whereas that of “Doi Kham” sight is the least. Most “Doi Kham” consumers perceive the name “Doi Kham” to be a high quality brand primarily associated with the Thai King. Secondarily with good taste, and thirdly with benefit to health.4. Most “Doi Kham” consumers are very loyal to the “Doi Kham” brand. When asked whether they will buy other products instead of “Doi Kham” when “Doi Kham” is not available, they expressed only moderate brand loyalty.5. Consumers who have different gender, age, income, occupation, marital status and place of residence have significantly different perception of brand sense dimension of “Doi Kham” products. They have different perceptions of sight, taste, sound, and touch but not smell of “Doi Kham” products. On the other hand, perception of brand sense dimension is not significantly different between consumers with different levels of education.6. Consumers who have different age, income, marital status, and place of residence have significantly different brand loyalty of “Doi Kham” products. However, consumers who differ in gender or level of education don’t significantly have different brand loyalty of “Doi Kham” products.7. The perception of brand sense dimension is significantly correlated with the brand loyalty of "Doi Kham" products at level 0.01.23 288