Eliciting small island tourists' ecological protection, water conservation, and waste reduction behaviours

P Fakfare, N Manosuthi, JS Lee… - Journal of Destination …, 2024‏ - Elsevier
Small island destinations possess fragile ecosystems that are susceptible to the effects of
tourism. Ensuring sustainability in these destinations is undoubtedly of utmost importance …

A systematic literature review and future research agenda to study consumer acceptance of novel foods and beverages

S Mosikyan, R Dolan, AM Corsi, S Bastian - Appetite, 2024‏ - Elsevier
In response to the rising global demand for healthier and more sustainable food resources,
novel and unconventional food and beverages are being developed and incorporated into …

Investigating the formation of ethical animal-related tourism behaviors: A self-interest and pro-social theoretic approach

P Fakfare, N Manosuthi, JS Lee… - Journal of Hospitality …, 2025‏ - journals.sagepub.com
Grounded in the theory of reasoned action, this research aims to integrate self-interest and
pro-social motive variables to identify the effective conditions that influence tourists' ethical …

Map** the Theory of Consumption Values: A Systematic Review Using the TCCM Approach

C Sharma, S Kushwah - Journal of Consumer Behaviour, 2024‏ - Wiley Online Library
The theory of consumption values (TCV) explains consumer behavior by examining the
underlying values that drive consumption choices. TCV is prominent across various …

Marine tourism and environmental preservation: determinants of tourists' ecofriendly behavior and promotion through word-of-mouth

P Fakfare, N Manosuthi, JS Lee, H Han… - Asia Pacific Journal of …, 2024‏ - Taylor & Francis
This study aims to explore the factors that impact tourists' engagement in environmentally
friendly behaviors (BI) and their promotion of a destination through word-of-mouth (WOM) …

Customer word-of-mouth for generative AI: Innovation and adoption in hospitality and tourism

P Fakfare, N Manosuthi, JS Lee, H Han, M ** - International Journal of …, 2025‏ - Elsevier
Generative artificial intelligence (AI), such as ChatGPT, is increasingly utilized to facilitate
decision-making processes in various aspects of our lives, including travel activities. Despite …

Triggers for Reducing Waste and Disposable Packaging: Insights from Food Truck Consumers in Thailand

P Sathatip - ABAC Journal, 2024‏ - assumptionjournal.au.edu
This study was intricately crafted to explore the decision-making processes of customers at
sustainable food truck venues. The study aimed to examine customers' pro-responsible …

Comparative analysis of factor-based and composite-based structural equation models: Factors affecting word-of-mouth of Tourists in Khung Bang Kachao

V Rasmidatta - ABAC Journal, 2023‏ - assumptionjournal.au.edu
Abstract Structural Equation Models (SEMs) are commonly categorized into two main types:
factor-based SEM and composite-based SEM. Each type is suitable for analyzing different …

Captivating spectators: exploring the influence of marketing mix elements on sports event engagement

K Napontun, K Lertwachara… - ABAC …, 2023‏ - assumptionjournal.au.edu
This research study explores the influence of Marketing Mix components on spectator
interest and engagement in sports events, with a focus on the traditional rugby football …

Factors influencing customer co-creation and happiness in fitness center businesses

C Khanngoen, K Lertwachara… - ABAC …, 2023‏ - assumptionjournal.au.edu
Current understanding of the effect of co-creation in the context of a fitness center is limited.
This study aims to examine the factors influencing customer happiness in the fitness center …