SPU-IR : Sripatum University Institutional Repository ::กำลังเรียกดู School of Business Administration โดย วันที่ออก

รายการ

Factors Affecting the Stock Return: In Case of Study Technology Industry Sector

(Ramkhamhaeng International Journal of Science and Technology (2025), 2025-04-07) Pattama Komenjumrus; Supawadee Hamanee

The objective of this study is to examine the relationship between factors influencing stock returns in the technology industry, classified by market capitalization into three groups: small-cap, mid-cap, and large-cap securities. The study covers the period from January 2021 to December 2024. The findings indicate that the market return is positively correlated by 100% with the returns of securities in the technology industry across all three categories: small-cap, mid-cap, and large-cap securities. In addition, it was found that the return of the Dow Jones index and exchange rates have a greater impact on the stock returns of large-cap technology securities than on those of small-cap and mid-cap securities.

รายการ

Factors Affecting the Stock Return: In Case of Study Technology Industry Sector

(Ramkhamhaeng International Journal of Science and Technology (2025) 8(1): 37-45, 2025-04-07) Pattama Komenjumrus; Supawadee Hamanee

The objective of this study is to examine the relationship between factors influencing stock returns in the technology industry, classified by market capitalization into three groups: small-cap, mid-cap, and large-cap securities. The study covers the period from January 2021 to December 2024. The findings indicate that the market return is positively correlated by 100% with the returns of securities in the technology industry across all three categories: small-cap, mid-cap, and large-cap securities. In addition, it was found that the return of the Dow Jones index and exchange rates have a greater impact on the stock returns of large-cap technology securities than on those of small-cap and mid-cap securities.

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Innovative Strategies in the Marketing Mix to Enhance Health and Wellness Tourism Satisfaction: A Case Study of Thailand’s Digital Competitive Edge

(Ramkhamhaeng International Journal of Science and Technology (2025), 2025-04-11) Anupong Avirutha; Pattama Komenjumrus

This study examines the correlation between the marketing mix (7Ps) and consumer satisfaction within the health and wellness tourism sector, with an emphasis on Thailand as a worldwide frontrunner. Furthmore, this study also explores innovative strategies such as digital health integration, AI-driven personalization, and sustainable wellness solutions to enhance Thailand’s competitive advantage in the health tourism industry. Data from 400 respondents indicate that People, Place, and Product are the most influential aspects, although Process and Physical Evidence also considerably affect satisfaction. Despite Price's limited impact, effective Promotion via digital media amplifies engagement. The regression model accounts for 67% of the variance in satisfaction (R² = 0.67, p < 0.001). The results underscore the necessity for superior service quality, cultural integration, and digital innovation to enhance Thailand's competitive advantage and foster sustainable growth in health tourism. Subsequent study ought to investigate the impact of demographic factors and technology innovations on customer choices

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Innovative Service Design for Sustainability in the Tourism and Hospitality Industry: A Case Study of Small and Medium Hotels in Thailand

(Ramkhamhaeng International Journal of Science and Technology, 2025-04-12) Anupong Avirutha; Supawadee Hamanee

In the tourism and hospitality industry, innovative service design for sustainability plays a crucial role in balancing economic growth with environmental and social responsibility. This study investigates how policies, digital technology, and sustainability-driven service design impact small and medium-sized hotels in Thailand. Through quantitative research utilizing Structural Equation Modeling (SEM), the study examines the relationship between regulatory frameworks, digital readiness, and the adoption of sustainable service practices. The findings highlight the positive impact of policies, incentives, and compliance mechanisms on sustainability adoption. Furthermore, digital technologies—such as smart resource management systems, data-driven decision-making, and digital collaboration—significantly enhance sustainability efforts. The research confirms that well-implemented sustainable service design not only mitigates environmental impact but also enhances economic resilience and social well-being, fostering a more competitive tourism sector. The study underscores the need for continuous policy innovation, digital adaptation, and stakeholder collaboration to achieve long-term sustainability in Thailand’s tourism and hospitality industry.