Mahidol University International College

About: Mahidol University International College is a based out in . It is known for research contribution in the topics: Tourism & Corporate governance. The organization has 240 authors who have published 485 publications receiving 6095 citations.

Increasing purchase intention and word-of-mouth through hotel brand awareness

Abstract: Purpose – Mobile applications (apps) have been widely used in many industries as a method for companies to communicate with customers. The hotel industry is one of the top sectors that utilizes mobile apps. The majority of luxury hotels are updating themselves being a part of this new wave. The aim of this study was to investigate the impact of hotel brand awareness from hotel-branded mobile application towards WOM and purchase intention by the travelers based on the theory of consumption values. Design – A survey was administrated to 453 foreign travelers in Bangkok who used hotel-branded mobile apps in order to evaluate the accuracy and effectiveness of the conceptual model. Methodology – Structural equation modeling (SEM) was used for model estimation. Findings – The results revealed that hotel brand awareness acted as a mediator in the relationship between the attributes of mobile applications and travellers' consumer behaviour such as purchase intention and word of mouth. In order to raise brand awareness in mobile apps, it is essential to create value through the mobile apps, have proficient virtual interactivity, and reasonable rewards. Originality of the research – Only limited amount of the previous research is available attempting to identify insights into how the value proposition attributes of mobile apps could be better designed to deliver enhanced brand awareness.

Transfer of learning and its ascendancy in higher education: a cultural critique

Abstract: Transfer of learning has long been posited as a goal of education. Recent ideological developments have raised transfer's prominence in higher education: increasingly, universities measure their success by the transferability of graduates' skills and knowledge to the workplace. A cultural matrix of social psychology provides an alternative discourse, holding that many psychological characteristics and values that underpin transfer are based on assumptions that may not apply universally and that, accordingly, transfer may not be the central goal that it is frequently assumed to be. This discussion presents a critique on an adherence to transfer that ignores values that may be equally important to students' personal and social development. In so doing, it advocates the application of the cultural matrix to the theory of transfer of learning. It concludes that, paradoxically, recognition of divergent cultural values from around the globe, including the East, may guide universities back to the western cultura...

Relationships within Lentinus subg. Lentinus (Polyporales, Agaricomycetes), with emphasis on sects. Lentinus and Tigrini

Abstract: Representatives of Lentinus subg. Lentinus sensu Pegler (sects. Lentinus and Tigrini) were evaluated using ribosomal ITS-1-5.8 S-ITS2 sequence data, sexual intercompatibility studies and morphological analysis. Members of sects. Dicholamellatae, Rigidi and Lentodiellum sensu Pegler were also included in the study, but in much smaller numbers. All included sections were shown to be monophyletic with respect to the taxa sampled. While no biogeographical pattern was observed in sect. Lentinus, L. tigrinus (sect. Tigrini) produced a strong phylogeographic signal. Taxa of the related Polyporus “group Polyporellus” sensu Nunez and Ryvarden representing two clades were included in this study. Synonymy of Lentinus lindquistii under L. tigrinus is suggested based on sexual intercompatibility studies and molecular data.

Exploring multi-quality attributes of airports and the asymmetric effects on air traveller satisfaction: The case of Thai International Airports

Abstract: Within the context of Thai international airports, the purpose of this study is twofold. First, to examine the asymmetric effect of airport quality attributes in the airport terminal on passenger satisfaction from the perspective of Thai travellers. Second, to prioritise the attributes into categories on the basis of impact–range performance analysis (IRPA) and impact asymmetry analysis (IAA). An online survey (n = 879) was conducted via convenience and snowball sampling. The findings indicate that an airport has multiple attributes that yield dynamic effects on air traveller satisfaction. In addition, IRPA and IAA enable researchers and industry practitioners to classify these attributes into five categories, namely frustrator, dissatisfier, hybrid, satisfier and delighter. The findings also suggest that seven out of 10 attributional domains, derived from the selected Thai international airports, reflect both asymmetric and symmetric characteristics, whilst only three domains, namely flight information screens, passenger facilities and immigration, show only asymmetric effects. The theoretical and practical implications of this study are discussed.