The impact of CSR satisfaction on destination loyalty: a study of MICE travelers in Thailand

The objectives of this research are firstly, to study the characteristics of CSR activities conducted for international business groups. Secondly, to analyze the factors that impact business travelers’ satisfaction with CSR activities, and thirdly, to analyze the influence of satisfaction with CSR activities on destination attachment and destination loyalty. A questionnaire survey was conducted with 127 business participants from three corporate meetings and one convention group. The results reveal the characteristics of CSR activities of corporate meetings and conventions in Thailand. Business travelers’ satisfaction with CSR activities is influenced by their personal altruistic attitudes and the efficacy of local service providers. Satisfaction with CSR activities has a direct impact on destination attachment and an indirect impact on destination loyalty. CSR activities could be used as tools to influence the revisit intention of corporate meeting and convention participants. A CSR activity during a business trip is a novel concept that can be utilized by destination management companies as well as national tourism organizations to develop satisfying tourism products.     

The “People” Aspect of Destination Attachment in International Tourism

The majority of research on place attachment has been conducted within a domestic context where local culture is fairly familiar to the visitor. International tourism research has begun to address destination attachment, but has not yet fully explored the concept where the people and the culture are substantially different. This research used in-depth qualitative interviews with international visitors to Thailand to examine the role of local people in destination attachment. Results show that one of the main attributes of international visitors’ attachment is the Thai people. A follow-on survey confirmed that “people attachment” is an integral part of the measurement of destination attachment.     

Embedding research and academic service in teaching: a case study of a hotel sales management course

Lecturers in Thai universities have to meet several key performance indicators (KPIs), posing a heavy burden and demanding much time and effort. A new teaching model is explained and proposed where several KPIs can be met through progressive teaching. Embedding academic service and research projects in a course involves the participation of students, employing progressive teaching methods, and helping lecturers to meet various KPIs more effectively. This article describes how the above method is applied in a Hotel Sales Management course at Faculty of Tourism and Hospitality, Dhurakij Pundit University, Thailand. The benefits and difficulties faced during the project are described.