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Article
Publication date: 28 January 2025

Watchara Chiengkul, Putthasak Kumjorn, Thanawat Tantipanichkul and Kittanathat Suphan

This study aims to explore how engagement with AI mediates the relationship between AI adoption in tourism and the resulting smart experiences, which ultimately foster both smart…

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Abstract

Purpose

This study aims to explore how engagement with AI mediates the relationship between AI adoption in tourism and the resulting smart experiences, which ultimately foster both smart tourism love and perceived happiness among tourists.

Design/methodology/approach

Data were collected from 622 domestic Thai tourists aged 19 and above who visited Khon Kaen Province within the past three months and used AI-powered tools for tourism. The hypothesised model was tested using structural equation modelling (SEM) through a two-step approach.

Findings

The study reveals that the successful integration of AI in tourism largely depends on the depth of tourists’ engagement with these technologies. Greater engagement fosters enriched smart experiences and stronger emotional bonds.

Research limitations/implications

This study utilises the stimulus-organism-response (S-O-R) model to examine the impact of AI adoption on tourist behaviour, making substantial theoretical contributions to the expanding body of literature on AI in tourism.

Practical implications

Tourism operators and policymakers should prioritise fostering meaningful engagement with AI technologies to enhance tourist experiences and strengthen emotional connections to destinations, aligning with Thailand’s digital transformation initiatives.

Originality/value

This study emphasises the crucial role of engagement with AI – rather than mere adoption – in shaping smart tourism experiences and emotional outcomes, thereby contributing to the literature on AI in tourism.

Details

Asia-Pacific Journal of Business Administration, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1757-4323

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Article
Publication date: 16 May 2023

Watchara Chiengkul, Thanawat Tantipanichkul, Wanita Boonchom, Wasana Phuangpornpitak and Kittanathat Suphan

This study aims to examine the relationship between the institutional environment, entrepreneurial passion and entrepreneurial self-efficacy, which affect small- and medium-sized…

880

Abstract

Purpose

This study aims to examine the relationship between the institutional environment, entrepreneurial passion and entrepreneurial self-efficacy, which affect small- and medium-sized entrepreneurs’ social entrepreneurial intentions.

Design/methodology/approach

A self-administered survey was used to collect data from 600 owner-managers of tourism and hospitality businesses on the Khon Kaen-Nong Khai railway route. Structural equation modeling was used to test the hypotheses using a two-step modeling approach.

Findings

Normative and cognitive environments positively influence entrepreneurial passion. However, regulatory environment was not significantly related to entrepreneurial passion. Entrepreneurial passion relies on entrepreneurial self-efficacy, a major mechanism that creates social entrepreneurial intention. Interestingly, entrepreneurial self-efficacy fully mediated the relationship between entrepreneurial passion and intention.

Originality/value

This study provides an original contribution to social entrepreneurship in terms of the role of self-efficacy in mediating the relationship between entrepreneurial passion and intention. The findings enhance theoretical viewpoints and aid in the practical implementation of the roles of small- and medium-sized entrepreneurs in social enterprises, supporting the entrepreneurial sector.

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Article
Publication date: 19 January 2023

Watchara Chiengkul, Patcharaporn Mahasuweerachai and Chompoonut Suttikun

Charity sports events have emerged as a major, beneficial social phenomenon to be encouraged. In this study, the authors aim to examine the relationships among personal norms…

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Abstract

Purpose

Charity sports events have emerged as a major, beneficial social phenomenon to be encouraged. In this study, the authors aim to examine the relationships among personal norms, social norms, self-identity, response efficacy and the “warm glow” feeling, which, in turn, influences willingness to return and enjoyment of participation in charity sports events in Thailand.

Design/methodology/approach

An online self-administered survey was conducted to collect data from 600 participants, and structural equation modelling (SEM) was done under the two-step modelling approach to test the hypotheses.

Findings

The findings indicate that self-identity and response efficacy positively influence participants' warm glow. By contrast, the relationships of personal and social norms with warm glow are not significant. Moreover, warm glow positively influences participants' willingness to return to attend the event and their enjoyment.

Practical implications

This study's findings have academic implications and can benefit marketers and event organizers by giving them insights into participants' behaviour and allowing them to better create services to improve participant experiences and boost repeat attendance better.

Originality/value

By applying the concept of warm glow in the context of charity sports events, this study deepens the understanding of the causal pathways from the antecedents to participants' willingness to return and enjoyment through the warm glow.

Details

International Journal of Event and Festival Management, vol. 14 no. 1
Type: Research Article
ISSN: 1758-2954

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