Facebook 101 40 66 53 19 23 67 151 260 (38.8%) (15.4%) (25.4%) (20.4%) (7.3%) (8.8%) (25.8%) (58.1%) 234 Music 227 App 78 51 65 40 34 44 88 68 208 (33.3%) (21.8%) (27.8%) (17.1%) (14.5%) (18.8%) (37.6%) (29.1) 194 Radio 165 46 51 81 49 27 25 92 83 148 Live (20.2%) (22.5%) (35.7%) (21.6%) (11.9%) (11.0%) (40.5%) (36.6%) Music 142 15 27 58 108 13 31 94 70 TV (7.2%) (13.0) (27.9%) (51.9%) (6.3%) (14.9%) (45.2%) (33.6%) 68 Program 24 35 72 63 16 25 61 92 CD (12.4%) (18.0%) (37.1%) (32.5%) (8.2%) (12.9%) (31.4%) (47.4%) Online 21 20 62 62 8 24 58 75 Radio (12.7%) (12.1%) (37.6%) (37.6%) (4.8%) (14.5%) (35.2%) (45.5%) iTunes / Apple 17 28 57 46 15 15 56 68 Music (11.5%) (18.9%) (38.5) (31.1%) (10.1%) (10.1) (37.8%) (41.9) Vinyl Records 38 14 49 41 11 22 49 60 (26.8%) (9.8%) (34.5%) (28.9%) (7.7%) (15.5%) (34.5%) (42.3%) 3 5 27 33 1 7 24 36 (4.4%) (7.4%) (39.7%) (48.5%) (1.4%) (10.3%) (35.3%) (53.0%) (Table 8) YouTube is the most popular music access with 56.9% of the respondent accessing every day and 31.3% of the respondent listen to music via YouTube over 4 hours a day. By comparing data with the United States, similar data showed that most of the people use streaming service as a primary source; while Thailand use YouTube as the main access, the United States prefer Spotify and Pandora respectively (Gayda, 2016). Table 9: Chi Square Test on demographic factors and listener behavior in music accessing context Demographic Factors Listener behavior in music accessing context x2 p-value Sex 10.478 0.915 Age 65.599 0.002* Education 15.101 0.999 Income 34.653 0.868 Table 10: Chi Square Test on logistics activities and listener behavior in music accessing context Logistics Activities Listener behavior in music accessing context 148
Information flow Your activity while listening to music x2 p-value (Advertising) Your preferred place of music access 15.936 1.000 Factors of musical preference 40.414 0.988 23.799 1.000 Goods & Services flow Frequency of music access per week 410.760 0.000* (Distribution Channel) Duration of music access per day 277.772 0.000* Discovering new song via channels 121.611 0.000* 73.930 0.163 Copies or streaming service that you buy 17.507 0.918 18.608 1.000 Financial Flow Your payment method Your expense on music per month (Table 9&10) By using Chi-Square Test, the results showed that age, frequency, duration, and opportunity to discover new song are significant to listener behavior in music accessing context. While activity, place, factors of musical preference, and payment doesn’t affect listener behavior. 3.2 Depth-Interview Designed questions and topics for the interviewee are based on mentioned statistical data, the results are as following. Logistics Activities of Music Industry in Modern Days 6 out of 6 of the interviewees stated in a similar way that in modern days, music producers and artists don’t need help from records labels, distributing music by themselves without sharing profits gives them more benefits and freedom. To be more specific, making music these days are a lot cheaper and easy to distribute without the need of middle man. As in statistical data, most of the respondent are more concern in quality of music and genre rather than which record label produce the music. Moreover, the information does correlate with research from 1998 mentioned about music industry within 10 years, as showed in the following text: “In 1998, Alan McGee, a fully signed-up member of Cool Britannia if ever there was one, being both the chairman of the Creation record label and a member of the government's Creative Industries Taskforce, made similarly pessimistic predictions about the long-term future of the music industry. He argued that in Britain at least ``it will be dead within 10 years as bands `cut out the middleman' and download their music directly on the internet''; it is, he argues, ``an industry in absolute crisis'' (Boshoff, 1998 as cited in Leyshon, 2001, p. 53) Current Status of Music Industry 4 out of 6 of the interviewees stated that a few decades ago, most of the records company act as one stop service, producing artists and music all by themselves, having their own radio stations, 149
and distribute their music and news all by their own which differ from these days. After the industrial crisis; disrupted from technology, now the company tend to outsource their non-core tasks to lower the cost of employment and stop producing new artist to lower the risk of investment. Radio stations are also struggling to survive, with freedom in hand, listeners are able to choose what they want to hear, less advertising through streaming service and able to create their own playlist. Adapting to Future Changes After the interviewees have seen statistical data, 6 out of 6 agreed and 4 out of 6 talk about ways of adaptation; by planning new models, focusing on young listeners as the main group. Music streaming will be the main method of distribution with main source of revenue coming from live performance. Moreover, records companies should change their role; from producer to distributor or marketer and collaborate with the other records labels making music and performance featuring artists from difference company. By being specialist as a distributor, if the artist see that their profit is worth sharing for further profit then they will come back to the labels. 3 out of 6 of the interviewees stated that in order to survive on a role of music retailer, music shop should focus on listeners who seek for better experience in music. This group of listeners tend to buy vinyl records and are willing to pay for high quality music; having products such as speakers, records player, and cleaner kit will meet their demand. Future Trends of Records Distribution As mentioned earlier, music streaming will be the main method of distribution which gives great opportunity to service provider investing in new market area, especially in third to second world country which still have small number of competitors. Independent artists are able to distribute their own music including online sales, not only physical copy but including merchandise. However, most of the artist doesn’t know business or marketing; if they are lucky then they might hit a single, here is where the record company comes in. As a new role, a marketer, artist will be able to distribute their music strategically without getting lost of direction and will be able to optimize their values of performance. Furthermore, this might be a good opportunity for the artist but on the other hand, artist has to compete with the other artists, not only domestically but globally, finding unique style and improving skills of performance are needed in order to survive in global challenges. By using social media as a method of communication, artists will be able to develop customer loyalty and talk with their fans through their website or fan page. Technology and innovation will always cause rapid change in music industry, giving more freedom of choice for producer and artist; with more platform and channels to distribute their music, they have to focus on their listeners to be able to meet their demand. Even though there is huge a decrease in sales of physical copy, retailer will still be able to sell high quality music for specific group of customers such as collectors and quality music listeners. 150
3.3 Acknowledgments I would like to express my deep gratitude to Dr. Songwut Deechongkit and Asst.Prof.Dr. Phat Pisittkasem for their patient guidance, enthusiastic encouragement and useful critiques of this research work. Their willingness to give their time so generously has been very much appreciated. 4. References eshopworld. (2018). Insights into the growth of Thailand eCommerce with payment methods, target audiences, marketing, social media, economy and logistics all profiled [Web log message]. Retrieved from https://www.eshopworld.com/thailand-ecommerce-insights Fernquest, J. (2017, February 20). Bangkok traffic jams among world's worst [Web log message]. Retrieved from www.bangkokpost.com/learning/advanced/1201724/bangkok-traffic-jams-among-worlds-w orst Gayda, B. (2016). To Stream or not to Stream? A Look at the Modern Music Industry (Master’s thesis, Indiana University). Retrieved from www.docplayer.net/42893231-To-stream-or-not-to-stream-a-look-at-the- modern-music-industry.html Kaszycka, I. (2017). Research of Consumer Behaviour in Music Industry: Generations X and Y Retrieved from http://dlibra.umcs.lublin.pl/Content/28106/czas9547_51_2_2017_13.pdf Khalili-Tari, D. (2017, December 15). How independent artists have changed the music industry [Web log message]. Retrieved from www.independent.co.uk/arts-entertainment/music/features/independent-artists- music-industry-stormzy-aj-tracey-stefflon-don-hardy-caprio-major-label-streaming-a811093 6.html Leyshon, A. (2001). Time - space (and digital) compression: Software formats, musical networks, and the reorganization of the music industry). In Environment and Planning A (Vol. 33) (pp. 49-77). Oxford, United Kingdom: Oxford University Press. Yamane, T. (1973) Statistics: An Introductory Analysis. 3rd Edition, Harper and Row, New York. 151
ISSSM-0269 Quality Development Guidelines for OTOP Product of Community Enterprise in Muang District, Samutsongkhram Province Sudthanom Tancharoen Faculty of Management Science, Bansomdejchaopraya Rajabhat University, Thailand E-mail: [email protected] Abstract All community enterprises must be able to adapt potential and develop their own organization for both of short and long term target. Local entrepreneur must understand that OTOP product is not only tangible, tourism product using culture wisdom and available resources are able to develop products or services for tourism promotion and sustainable business. So this research aimed to support community enterprise’s product by analyzing the factors of product that tourists require for the development as they prefer. Data gathering was conducted by interviewing combining tourists’ opinion about the components of product qualification. Most tourists are female and male, aged 20-50, undergraduate, and they were entrepreneurs. The result was found that most Thai tourists require more services, better packaging, and label. Especially they recommend identity more than product, besides the local wisdom product or traditional product combining Thai culture, they required the development of the identity design of Thai style packages and products’ labels. For the whole view of package and label, Thai tourists focus on quality, properties, and design. The comparison between quality and image, most Thai tourists gave priority to quality more than image such as benefits, taste, cleanliness, safety, and convenience more than the design of cultural or Thai style, and environment preservation. As same as interviewing, community enterprise’s leader and members need development of the identity packaging design and brand mostly. Keywords: Product Development, OTOP, Community Enterprise Background All business organizations must be able to adapt to changing circumstances and quickly and accurately respond to the life and work of today's people in both the short and long term. Global Competition, rapid growth and continuous development of the economy in each country force businesses to develop the strength and ability to adapt in order to survive in the future. Organization management needs to adjust the organizational structure accordingly by sharing resources to reduce the extravagance and still be able to perform efficiently without neglect the quality. There are many levels of entrepreneurship in the country; large, medium, and small enterprises, including the producers in the community. Some operators can produce export grade products. However, there are also many small entrepreneurs and producers in the community 152
who need to develop to raise the level of their products. The Ministry of Industry has assigned the Office of Industrial Product Standards to set up a community product standard project to support the community to bring local wisdom and resources into quality production. At present, both businesses and consumers are increasingly aware of the importance of product quality and service. The entrepreneur must understand that the product is not only tangible. Market offerings that can satisfy customers (Armstrong and Kotler, 2009: p.616) Contains both tangible and intangible, such as package, color, price, quality, brand, service and reputation of the seller. Products may be goods, service, place, person or idea, tangible or intangible. The product must have value for customers in order to be sold. The product strategies must focus on product differentiation or competitive differentiation, composition and properties of the product (Siriwan Sereerat et al., 2003, p. 203). At present, there are many researches indicate that community enterprises that produce OTOP products in many areas of Thailand still need some solutions and support. Kanida Kraisanti and Russamont Kamsri (2016) study on the potential development of Suchavadee Community Enterprise, Sadao District, Songkhla Province. The finding is that government agencies should promote marketing, product design and packaging, and supply more channels to distribute products. Agency should also support low-interest loans for the purchase of modern machinery and equipment; encourage training to increase knowledge in production; conservation of local wisdom and local herbs to convey to the next generation; promoting outside training and field trip; and organize cooperation activity among community enterprises that produce the same products across the country. Piyapan Changwattanachai and Somsakao Petcharanont (2012) study on the development of OTOP in the southern region. The finding is that most entrepreneurs have medium potential. Factors influencing the level of potential of the entrepreneur include number of members, consistency of sales, relationship with raw materials suppliers, establishment of customer database, support to the community, and community involvement. As a result the government or related agencies should support, promote and address the related industry issues. Research on the participatory development of souvenir model of Klong Khon District, Muang District, Samut Songkhram Province shows that government or local agencies should explore needs and support self-reliance, using culture wisdom and available resources, and develop products or services for tourism promotion such as souvenir (Sudthanom Tancharoen, 2017) because OTOP souvenir products and packaging characteristics are not different among each producer; lack of variety, significant information, material and packing method that is unique, beautiful, and suitable for transport (Rochana Chandrasa, 2016). The significance of product development to be in line with consumer values, modernity, competition, and the needs of OTOP manufacturers, based on several research findings, inspire us to recognize the importance of promoting community enterprise and community product development for the local economic and social development. Support for entrepreneurs, 153
housewives or community OTOP products enterprises encourages all stakeholders involved to play a role in empowering the community along with building a career and revenue for people in the community. Research Objectives 1. To study the development of OTOP products of community enterprises in Bangkantaek Sub-district, Muang District, Samutsongkhram Province. 2. To study the difference of OTOP products that affect OTOP product development of community enterprises in Bangkantaek Sub-district, Muang District, Samutsongkhram Province. Research Framework This research was studied following the factors of Products Differentiation as goods differentiation, service, packaging, and labeling effecting the product development, both of quality and image. Literature Review One Tambon One Product for Practicing Concepts Napaluck Bovornwattanachai (2007) Focus on the development of products that can be sold to the market. The successful of suitable product innovation does not mean that it will be successful without the distribution to the market. The development steps are; Step 1: Stage of development that will lead to training and experience. Step 2: Product development starts with the study of what traditional local products are. Then determine whether the products are on demand by market surveying. Find the appropriate production technology by following the more advance local or foreign product technology. Step 3: Distribution. Several agencies may advertise, market survey, and sell. It is evident that the concept of one Tambon one Product is to generate income by self-reliance on products in each village or district. Products should be inventive and creative on the basis of local wisdom and culture as well as the management of human resources and marketing. In order to maximize the efficiency of OTOP project, it requires knowledge of community enterprise operations and product development prior to learning the market. Community Enterprise Concepts The important concept of community enterprise is that each community is the owner and operator of the capital, material and resources, using community wisdom together with universal wisdom. The program and the enterprise plans correspond to the objectives of the community enterprise with participatory processes and learning processes. The goal is self-reliance of the family and community (Board of Investment, 2017). This means community enterprise is a small enterprise that the output of the business is based on the assets and resources of the community, 154
such as, knowledge, traditional wisdom, skill, culture, nature or others. The operation of community enterprises requires intellectual capital and social capital, combining with the modern management style by the people in the community. It is the business of people in the community. The goal is to be self-reliant and interdependence of the community. Concepts and Theories about Product Product refers to what is offered for sale, met the needs of consumers. The product may be tangible or intangible (Kotler, 2000). Or product refers to what is offered by the business for the market interest, buy and use. It can meet the needs of customers and bring satisfaction. Product can be tangible or intangible, such as color, packaging, price, quality, brand, service, and reputation of the seller. It may be a product, service, place, person or idea. The product must have utility and value in the eyes of customers (Siriwan Serirat et al., 2003). Manufacturers must pay attention to every part that constitutes product, especially the design should be different from the same product of other manufacturers. Combine with the popularity of target customers. This has implications for pricing distribution and appropriate promotion and market tarket. Concepts and Theories about Product Development Product development is the development, improvement or change of products to meet the needs of consumers, especially in the current popularity such as health and beauty or modern technology. Fuller, G. (1994) explains the concept of product development which has many broad objectives. The goal is new products that generate profit and survive. In general, there are 7 kinds of new product; 1. Product line expansion, using the existing production line. 2. Repositioned existing product, a product adjustment in terms of use. It does not change the main features. Sometimes, it changes according to the consumer's proposal. 3. New form of existing product. 4. Reformulation of existing product. 5. New packaging of existing product. 6. Innovative product. 7. Creative product. Methods Research Population and Sample Research population is tourists that visit and merit at 7 temples and ancient sites in Bangkantaek Sub-district, Muang District, Samutsongkhram Province, and president and member of community enterprise, Daorueng Farmer Community. Research samples are 200 tourists that visit and merit at 7 temples, including Wat Thamsatitwararam, Wat Nangpim, Wat 155
Bangkantaek, Wat Bangnangjeenklang, Wat Phongpang, Wat Maenam (Bangnangjeennok), and the key informants are the president and members of community enterprise, Daorueng Farmer Community. Data Collection Tool The questionnaire consisted of four questions: personal characteristics, comments on OTOP products, opinions on OTOP product development as a whole, and suggestions on OTOP product development on quality and image. Interviews topics for key informants include qualitative information from community enterprises. 1. Competitive advantage of products. 2. The difference in services that can attract customers. 3. Differences in personnel. 4. Difference of products that are Thai or local culture. 5. Difference of environmentally friendly products. 6. Highlights of product development 7. Perspectives and trends in product development that can create competitive advantage. Variables 1. Independent variables are the general characteristics of the respondents: gender, age, education, occupation, average income per month. Another part contains differentiated products, services, personnel, packaging design and labeling. 2. Dependent Variables are product development guidelines, consist of quality and image. Results The results from the analysis of data collected from the questionnaire are as follow. The number of female and male travelers is not different. From the 200 tourists, the majority are between 20-40 years old and 41-60 years old. The levels of education are mostly the bachelor degree. Occupations are entrepreneurs and company employees. Earnings per month equal to Baht 10,001-30,000. Most tourists buy coconut sugar, secondly, buy other products. The analysis of information on the factors that should develop OTOP product, according to the opinion of tourists, found that most tourists had the opinion that, in general, community enterprises should develop products, services, packaging and labels at a high level. Product development and product packaging design, the majority of tourists want to develop Thai identity. Tourists focus and attract the products that link with local wisdom or local culture. Commentary by items is not very different, including labeling. Tourists are of the opinion that all 156
components of packaging and labeling should be developed. The labels should show details of quality, and have beautiful and eye-catching design. In part of the development of OTOP products, in general, tourists advise to develop OTOP products in terms of quality, especially their benefits, taste, cleanliness, safety, convenience rather than product image focusing on conservation of local wisdom, Thai culture, environmental conservation. For OTOP manufacturers, community enterprise’s leader and members need development of packaging and increase the variety of products with identity packaging design and brand mostly. This is in line with the needs of tourists, especially the goods that are Thai or local culture. Suggestions of most tourists, they require OTOP to be developed creatively, exotic, unique, modern, diverse packaging and extend shelf life, as well as communicating the image by advertising the product to be known, link with the use of local wisdom to produce or convey the local culture. If the community enterprise is encouraged to develop the quality and style of the product, it will be attractive for tourists to buy and expand the market, which encourages the new generation to inherit and preserve traditional wisdom. Discussions From the opinions of tourists related to the development of products between products, services and individuals, we found that tourists pay attention mainly to the development of the product, benefit and quality. This is consistent with the results of the research from Netchanok Kongton (2008) about the image of Dan Kuan pottery products, Chokchai district, Nakhon Ratchasima province in recognition of Thai and foreign tourists. The research samples focus on the product image at high level, and require products to be developed their shape, basic benefits and quality. In case of the development of OTOP products, the research results showed that the development of products link to the culture and local wisdom is a highlight of the OTOP products. Based on interviews of president and member of community enterprise, Daorueng Farmer Community, the research finds that participation process and the leadership of the community enterprise president effect on success and development in all aspects. This is consistent with the research from Kanida Kraisanti and Russamont Kamsri (2016) on the potential development of Suchavadee Community Enterprise, Sadao District, Songkhla Province. The finding is the herbal treatment from natural extracts group has potential in leadership and systematic group management. Group leader can encourage members to participate in targeting, direction, operations, production and local resource. The finding suggests that government agencies should promote marketing, product design and packaging, and supply more channels to distribute products. Agency should also support low-interest loans for the purchase of modern machinery and equipment; encourage training to increase knowledge in production; conservation of local 157
wisdom and local herbs to convey to the next generation; promoting outside training and field trip; and organize cooperation activity among community enterprises that produce the same products across the country. The result is same as Piyapan Changwattanachai and Somsakao Petcharanont (2012) study on the development of OTOP in the southern region and Rosada Vesdaphan and Sumalee Santapronwut (2012) study on the development of OTOP in central region. Both find that leadership is important and influences the development of OTOP in Thailand in planning, managing relationships with vendors, inputs database development, networking, and government support. The development of products of Daorueng Farmer Community over the past several years still remains the same ingredients and components. It has developed only new products that originate from the creativity of the herbal wisdom, such as salt soap, and natural dye. Comply with Fuller's new product categories (1994) which describe the concept of product development in view of product line expansion, using the existing production line. For example, coconut sugar is packed in a variety of plastic jars, make small cubes and syrup, but the process come from the traditional wisdom of the ancestors. This makes utilization varies. Product development may be new form of existing product, new packaging of existing product, and innovative product such as salt soap, Shampoo made from soapberry herbs. This may be categorized as creative product. So you can see that products from local wisdom can be developed into new and attractive products, the expansion of the market for new generations. Packaging and labeling have evolved over time but not much different from other places. Rochana Chandrasa (2016)’s research on the participatory development of souvenir model of Klong Khon District, Samut Songkhram Province finds that the packaging are not different among each producer and lack of variety. Consumers pay close attention to significant information, target acceptance, material and packing method, suitable for use transport. in-product recognition, beautiful and unique, and highlights of the package as same as research result of Piyaluck Benjadol (2006), packaging design is the physical shape of the packaging, which is attractive selling point. It also invites consumers to take a look at the details on the packaging. The sensation of contact with the packaging occurs both in shape and proportion to the product itself and its usability. Innovative packaging design can create a manufacturing industry and sometimes create a lifestyle for consumers. Overall, in order to make OTOP product development stable and sustainable, the basic principles of the OTOP project must be considered. Product development starts with the study of what traditional local products are. Then determine whether the products are on demand by market surveying. Find the appropriate production technology by following the more advance local or foreign product technology. Followed by advertisement, market survey, and sell (Napaluck Bovornwattanachai, 2007). 158
Information from the interview, community enterprise’s leader and members recognize the value of local wisdom, and do not focus on the most profitable like a typical business. Be self-reliant by using raw materials in the area. Think creatively by developing a variety of products. Strengths from the participatory process of community enterprises, Daorueng Farmer Community is that members recognize and understand their duties and responsibilities from production to sell. Specifically, the concept of group president and corresponding members is to produce as much as possible raw materials, neither greed nor modest. Everyone is concerned about the health and ability of the family. This is in line with the concept of strong community and community enterprise By Seri Pongpis (2005) which mentions the difference between community enterprises and typical business. Community enterprise philosophy is the Philosophy of Sufficiency Economy. Self-reliance is the main goal of community enterprise, which is to build the foundation for the economics of the community. Security collateral is secure severe damage, if there is a mistake. Community enterprises are not produced for community use only. If left unused, it is sold to the market. So community enterprises and typical business are different in concept and practice. The target of typical enterprises is profit while target of community enterprises is happiness. Typical enterprises compete but community enterprises collaborate. Typical enterprises use financial capital and resources but community enterprises use “community capital”. Suggestions from Research Results 1. OTOP community enterprises should develop quality and the community enterprise needs a variety of goods. OTOP producers need to seek new knowledge, innovative products in line with the current trend such as health and beauty. Develop more attractive packaging and worthy of use in the view of the consumer. Or focus on the development of traditional local products to offer more modern and diverse styles to give consumers more choice. Make marketing communication to make products known and popular, using online media such as LINE, Facebook, or Instagram. The important part is information updating. For the image, tourists want producers to communicate the image of culture and local wisdom. Therefore, the development of OTOP products should focus on the communication of local wisdom and culture with the product itself. For example, the development of raw materials / fruits and vegetables or herbs found in the area, which needs to be presented through the sale, advertise and images promote in more creative way. 2. Group leaders and members of the community enterprise must pay attention to the nature of the operation of the community enterprise. Operate under the Enterprise Promotion Act seriously. In particular, the use of raw materials and know-how in the brainstorming, co-operative and joint development processes to drive creativity and seek support from relevant agencies, including the development of knowledge, create local wisdom in line with the current Thai lifestyle. In addition, community leaders and members of the community should focus on 159
understanding the principles of the OTOP project and commit to continuous improvement, using the local wisdom to produce goods and image, and communicate to international. Brainstorm, especially from the new generation. Intend to be modern entrepreneurs to inherit the culture and wisdom. Make marketing Plan, focus on production and service. Cultivate tolerance for the difficult things in life and the spirit of creativity. 3. Government agencies. Department of Community Development at provincial and district levels are the main units. District and local administrative organizations should support product development and production and provide selling channel. Funding channel should support low-interest loans for the purchase of modern machinery and equipment. And they should support for knowledge management and cultural information or local wisdom and linked to an external network. Policy Recommendations 1. Government Sector, including provincial level, district and local government organizations, should support the development of knowledge and production capacity, product design, invite experts to consult, and marketing communicate to expand the distribution channel and enhance the image of OTOP products. 2. Department of Community Development and the Community Enterprise Division, Department of Agricultural Extension should accelerate creative product development before promoting the expansion of marketing channels, including product design, brand name, variety of goods and packaging, then, seek more distribution channels. They should also support funding for procurement of modern production equipment and machinery, and encourage training to increase knowledge in production, conservation of local wisdom and herbs, to convey to the next generation. Suggestions for Further Research 1. Researchers or higher education students and graduate students should study the role and positive impact of community-based enterprise promotion activities of relevant government agencies. And present the impact on the development of the work of community enterprises to sustainability to future generations. 2. Development of this research. Expand the area to cover all districts and all provinces. Study how the problems and obstacles to the success of sustainable community enterprise development are. In order to lead the way for development, the relevant government agencies should set up the plan and ensure the sincerity of the support of the government. References Armstrong, G. & Kotler, P. (2009). Marketing, an introduction (9 th ed.). New Jersey: Pearson Prentice Hall. 160
Fuller, G.W. (1994). New Product Development: from concept to marketplace.” Florida: CRC Press. Kanida Kraisanti and Russamont Kamsri. (2016). The direction of Suchaowadee community enterprise’s potential development, Prik Subdistrict, Sadao District, Songkhla Province. In 7th National and International Conference, June, 23, 2016, Had Yai University. Kotler, P. (2000). Marketing management: Analyzing consumer marketing and Buyer behavior (The Millennium). New Jersey: Prentice Hall. Napaluck Bovornwattanachai. (2007). The internal and external factors to Discriminating Success of OTOP Food Processors in Bangkok and Its Environs. (Master thesis, Srinakharinwirot University) Retrieved from http://newtdc.thailis.or.th/docview.aspx?tdcid=293145 Netchanok Kongton. (2008). Product image development of Dan Kwian clay in Chok Chai District of Nakhon Ratchasima Province. Nakhon Ratchasima: Nakhon Ratchasima Rajabhat University. Piyaluck Benjadol. (2006). Package and graphic design on package. Pathumthanee: Bangkok University. Piyapan Changwattanachai and Somsakao Petcharanont. (2012). OTOP development guideline in the south. Bangkok: Kasetsart Research and Development Institute. Rochana Chandrasa. (2016). The study of product development in Klongklone Subdistrict, Muang District, Samutsongkhram province. Rosada Vesdaphan and Sumalee Santapronwut. (2012). OTOP development guideline in the Middle. Bangkok: Kasetsart Research and Development Institute. Seri Pongpis (2005). Network: Tactics for strong community. Bangkok: Community Enterprise Promotion Institution. Siriwan Sereerat et al. (2003). Modern Marketing Management. Bangkok: Teera Film. Sudthanom Tancharoen, (2017). Report of graduate development project according to the university’s identity: OTOP entrepreneur in Bangkantaek Subdistrict, Muang District, Samutsongkhram province. 161
ISSSM-0291 Study on the Governance Model of Agent Construction Unit Opportunism in Agent Construction Project Jialin Gui, Wen Xia, Dai Dashuang Dalian University of Technology E-mail: [email protected] Abstract As an innovative project management model, the construction agent system project effectively improves the management performance of government investment projects to a certain extent. However, in the concrete implementation process, there are some problems of opportunistic behaviors such as low performance of construction agent system project management and damage to social and public interests.Facing the opportunistic behavior problems generated in the construction agent system project, and based on the principal-agent relationship between the government clients and the agent unit, this paper is guided by the principal-agent and constructs construct the income model of the agent unit whether the opportunistic behaviors exist. The income model concludes the best investment savings ratio for the agent unit. The research results show that a reasonable motivation mechanism is conducive to the establishment of mutual trust and reciprocal relationship between the government clients and the agent unit, which is conducive to improve the overall efficiency of the construction agent system project and take the advantages of the construction agent system project. The research conclusions of this paper can provide reference for the government to reasonably and effectively manage the opportunistic behavior of the agent units. And they also provides the theoretical basis for enhancing the effect of the construction agent system project in practice. Keywords: construction agent system project; agent unit;opportunistic behavior;governance model 1. Introduction The reform of the government investment system and the implementation of agent construction projects in various provinces and cities are deepening. Since the official implementation in 2004, the construction agent system project, as the important management mode of government investment public project, has played an important role to improve the government's investment efficiency, curb the \"three supers\" problem and prevent and cure the corruption. The construction agent system project is an innovative project management system, which produced in the reform of China's government investment system and construction management system. The construction agent system project is still in the stage of continuous exploration and improvement, due to insufficient accumulation of practical experience, complicated and changeable market 162
environment, laws and regulations lagging behind practice, and insufficient theoretical research. In the implementation process, there are many problems such as the low performance of construction agent project management and damaged social and public interests. It has damaged the management performance of government investment projects and the interests of the government and the public, and destroyed the healthy development of the agent construction market. How to effectively deal with the opportunistic behavior of the agent unit and improve the management performance of the construction agent system has become a problem worth studying. Through literature reading and analyzing, in the improvement of the performance of agent construction projects, the existing research mainly studies from the two perspective of project management at the operational control level and project governance at the institutional level. In recent years, project governance has become a research hotspot in academia. By analyzing the characteristics of public projects, Yan Ling explored the governance of public projects from the two aspects of governance structure and governance mechanism based on project governance theory. And she constructed two mechanisms, an internal governance mechanism with the optimization of principal-agent relationship as a core and an external governance mechanism with the improvement of market competition mechanism as a core. From the perspective of governance links and governance activities of agent construction projects, Gu Qiang divided the governance intensity of construction agent projects into strong, medium and weak governance structures based on the measurement model of governance intensity of agent construction projects. Other scholars' research mainly focuses on the motivation and restriction mechanism of the agent construction projects, the choice of agent construction mode and governance structure, the choice of agent unit, risk sharing mechanism, etc. Less scholars studies and analyzes the opportunistic behavior of the agent unit in the construction agent system project from the perspective of project governance. Based on Zhang Hao's recognition of the opportunistic behavior of the agent unit, this paper divides the opportunistic behavior into three categories: false winning bid, slacking and collusion. Using the principal-agent theory, this paper studies the governance mechanism of the opportunistic behavior of the agent construction unit from the perspective of motivation. The essence of the construction agent system project is the principal-agent relationship between the government clients and the agent construction unit. Through the construction and solution of the principal-agent model of the construction agent system project, this paper compared and analyzed the motivation mechanism between two situations that whether there is opportunistic behavior. And it discusses the model results to propose relevant management suggestions. In order to provide a certain reference for the government to reasonably and effectively govern the opportunistic behavior of the agent construction unit and enhance the effect of the construction agent system project in practice. 163
2. Literature Review and Guidance Theory 2.1. Research on Opportunistic Behavior From different perspectives, domestic and foreign scholars have explored opportunistic behaviors in social and economic activities. Handley et al. analyzed the opportunistic behaviors in procurement activities and found that different governance methods are needed in different cultural environment. Yen et al. analyzed the manifestations of opportunistic behaviors in channel relations. The findings mainly include breach of contract, distortion and concealment of information, refusal to self-adjust according to environmental changes and evasion or incomplete fulfillment of due obligations. Handley and Angst analyzed how to govern opportunistic behavior in procurement under individual and team culture. Research showed that contract governance is more effective in the governance of opportunistic behavior under the uncertainty and individual cultural environment, while relationship governance is more effective in the cultural environment of the team. Valero comparatively analyzed the PPP project and traditional infrastructure project construction model, and studied the government opportunistic behavior in the PPP project. Zhu zu et al. analyzed the incentive mechanism of opportunistic behavior of professional managers, and proposed that improving the motivation to professional managers can eliminate their opportunistic behavior fundamentally. Chen Xuemei et al. used the model of ”centipede game” to calculate parameters and analyze the opportunistic behavior of members of international joint ventures. The study found that the probability of international joint venture members choosing opportunistic behavior is inversely proportional to the turbulence of the external environment. And expected returns, the length of time and input costs play a decisive role in the opportunistic behavior. Based on the evolutionary rejection theory, Liu Dehai studied the opportunistic behavior of government departments in public group events. The results show that when the emotions and behaviors of social disadvantaged groups have not been intensified, the opportunistic government will adopt a tough and high-pressure strategy. When there is a violent protest, the government will make concessions, which delays time to deal with the situation. Chen Tianxiang et al. analyzed the three major subjects’ contractual propensity and interaction characteristics, based on the “double entrusted agency” framework of the civil affairs bureau, the street office and the social work agency in the government procurement service. Based on the principal-agent framework, Chen Danmei studied the optimal contract design scheme of the principal in project investment by establishing a real option model under symmetric information and asymmetric information situation. Wu Kai et al. used the intensity of supervision as moderator variable to study the motivation mechanism of agents under the principal-agent framework. He analyzed the impact of changes in the supervision intensity of the principal on the level of agents’ effort and output sharing, and used the results of the supervision for rewards and punishments. The incentives for designing similarities and differences are 164
compared. 2.2. Relevant Studies on Project Governance As for the concept of project governance, scholars at home and abroad have given different definitions. Muller believes that project governance is to protect the interests of project stakeholders. Within the framework of corporate governance, management activities including cultural value system, policies, procedures and responsibilities are included.Lynn defines project governance as a series of formal principles, structures and processes set up to achieve the objectives of project management, including the appointment of the administrator, the definition of authority and responsibility, the setting of decision rules, the way of relationship handling, project planning and control.Renz believes that project governance is a systematic process of strategic guidance, comprehensive control and overall management of projects in a complex and changeable internal and external environment.Bekker believes that in order to achieve strategic and management goals, project governance is a decision-making framework composed of various management systems, contracts, regulations, relationships and organizational structures .Turner summarizes project governance as a combination of governance relationships, goal structures, and performance methodologies.Domestic scholars mainly analyze project management problems according to the theory of corporate governance.Ding ronggui believes that project governance is a process to achieve project goals and establish and maintain the restrictive relationship between project stakeholders.Yan ling defines project governance as an institutional arrangement to coordinate the rights, responsibilities and interests of project stakeholders through the two governance mechanisms of internal governance and external governance . For the research of construction agent project management, the existing research results mainly focus on the analysis of governance structure and governance mechanism. Yin yilin and yan ling's team divided project governance into internal governance and external governance. Internal governance is a governance structure optimization problem formed by core stakeholders in project ownership allocation, while external governance refers to the establishment of external market competition mechanism by other stakeholders of the project.Professor Sha kaixun divides the governance of construction projects into horizontal governance dominated by incentive and coordination mechanisms and vertical governance dominated by competition and cooperation .Professor with double team through the analysis of the law text and typical case, through the project management subject and management activities of the agent identification, divide the governance structure of the government investment project agent for strong governance structure and governance structure and weak governance structure , and using neural network to agent project how to select the appropriate governance structure is studied.Professor wan yunna mainly analyzed government investment projects from the perspective of regulation, including policies and regulations, collusion and deterrence, and regulatory evaluation. 165
2.3. Research Model of Principal-Agent Theory As an important content of contract theory in institutional economics, principal-agent theory is the basic analytical tool of modern corporate governance theory. The principal-agent theory was first proposed by Economists Bolley and Means. They found that the unification of ownership and rights of operation was not conducive to the growth of enterprise operating performance and long-term development. The research model of the principal-agent theory takes the expected utility of the principal as the objective function, and the incentive compatibility constraint and participation constraint as the constraint conditions. Through the design of the optimal contract, the effort of the construction agent unit is encouraged to reach the expectation level of the principal. Based on the models of Baron and Holmstrom, the principal-agent model can be expressed as follows: max ∫ ������(π( ������, ������) − ������(������(������, ������)))������(������)������������ （1.1） s.t. (IR) ∫ ������(������(������( ������, ������)))������(������)������������ − ������(������) ≥ ū (IC)∫ ������(������(������( ������, ������)))������(������)������������ − ������(������) ≥ ∫ ������(������(������( ������′, ������)))������(������)������������ − ������(������′), ∀������′������������ Among them: V：is the utility function of the principal; U：is the utility function of the agent; ������：represents the state of nature; R：represents agency expenses; X：is the agent's agency output; ∫ ������(π( ������, ������) − ������(������(������, ������)))������(������)������������ is the expected utility of the principal; ∫ ������(������(������( ������, ������)))������(������)������������ − ������(������) ≥ ū is the participation constraint of the agent; ∫ ������(������(������( ������, ������)))������(������)������������ − ������(������) ≥ ∫ ������(������(������( ������′, ������)))������(������)������������ − ������(������′), ∀������′������������ is the agent's incentive compatibility constraint. To sum up, through literature analysis, it is found that project governance has become an important part of current construction agent system research.Although many scholars have studied the model selection, unit selection and performance improvement of construction agent system from the perspective of project governance, few scholars have studied the opportunistic behavior of construction agent unit from the perspective of governance.Therefore, guided by the principal-agent theory, this paper studies the governance approach of project governance incentive mechanism with the opportunistic behavior in the construction agent unit as the 166
research object. 3. Construction of the Opportunistic Behavior Governance model of the Construction Agent Unit The increase of the benefit of agent construction system depends on the saving of construction cost and the shortening of project duration. The increase in project income is inseparable from the high level of efforts of the construction agent unit. Therefore, the construction agent unit will generate higher efforts cost. Only when the contemporary construction unit obtain the higher benefit than the cost paid by itself, can the unit produce a strong incentive effect.According to the above analysis, we can find that after the construction unit of the winning project construction management process, because of information asymmetry, the self-interest motive of construction units,etc.Government departments could not have time to directly observe the behavior of the construction unit, construction unit may take a series of opportunistic behavior for their own profit maximization goal.Therefore, when formulating the contract for construction agent , the competent government departments should design a scientific incentive mechanism to prevent the opportunistic behaviors of the construction agent unit, so that the efforts of the construction agent unit are in line with the interests of the competent government departments. 3.1. Premise Hypothesis Hypothesis 1: the effort level of the agent unit is ������(e>0)，and ������ is a continuous variable. The output coefficient of ������������[������������, ������������]is ������ (������ >0), and the monetary income generated is������������ (p>0) The effort cost coefficient of the agent unit is ������ and the effort cost is������(������) = 1 ������������2 2 Hypothesis 2: the income obtained by the agent in collusion with the engineering construction party, material and equipment suppliers is S. Hypothesis 3: the level of opportunistic behavior of the construction agent unit is U ( d , S )where d represents the level of slack of the construction agent unit, which is obtained by the difference between the level of effort of the construction agent unit under the action of opportunism and the level of effort under the action of opportunity. Because the government principal will supervise the construction agent unit, the opportunistic behavior cost coefficient of the construction agent unit is set as γ, and the collusion cost of the construction agent unit is set as ������(������) = 1 ������������2. 2 Hypothesis 4: the output of the agent unit is affected by exogenous uncertainties. Suppose δ is an exogenous random variable with an mean of 0 and A variance of 2,and ������~������(0, ������2) 167
Hypothesis 5: the utility function of the agent unit has the feature of invariant absolute risk aversion, and ������ is the absolute risk aversion amount of Arrow-Pratt of the agent unit. Hypothesis 6: the opportunistic cost of the agent unit is ������ Hypothesis 7: there is no collusion between the government principal and the construction agent unit. The output R of the construction agent project is proportional to the effort level of the construction agent unit, and the existence of opportunistic behavior can reduce the output. According to the above hypothesis, R can be expressed as: ������ = ������������ + ������ − ������ （2.1） 3.2. Model Construction According to the relevant regulations of the construction agent system in various regions, the remuneration of the construction agent unit consists of two parts:one is fixed income B based on the project budget estimate, and the other is share of the investment savings obtained according to the proportion k(0≤ ������ ≤ 1), so the remuneration of the construction agent unit can be expressed as: ������(������) = ������ + ������������ （2.2） The revenue of government principal are: （2.3） ������������ = ������ − ������(������) = −������ + (1 − ������)������ = −������ + (1 − ������)(������������ + ������ − ������) Based on the risk-neutral hypothesis, the expected revenue of government principal is: ������������ = ������(������������) = −������ + (1 − ������)(������������ − ������) （2.4） The actual income of the construction agent can be paid by the construction agent contract plus its collusive income minus the cost of effort and opportunistic behavior, as follows: ������������ = ������(������) + ������ − ������(������) − ������(������) = ������ + ������(������������ + ������ − ������) + ������ − 1 ������������2 − 1 ������������2（2.5） 2 2 Based on the risk aversion hypothesis, the deterministic equivalent income of the construction agent unit is: ������������ = ������(������������) − 1 ������������2������2 = ������ + ������(������������ − ������) + ������ − 1 ������������2 − 1 ������������2 − 1 ������������2������2 （2.6） 2 2 2 2 The participation constraint of the construction agent unit is: （2.7） ������������ ≥ ������ The incentive compatibility conditions of the construction agent unit are: （2.8） ������������(������) ≥ ������������(������′), ∀������′������[������������, ������������] 168
In conclusion, the principal-agent model of the government principal and the construction agent unit can be obtained as follows: max������������= max [-B+(1−K)(pe−������)] ������������ ≥ ������ （2.9） ������. ������. {������������(������) ≥ ������������(������′), ∀������′ ∈ [������������, ������������] 3. Model Solution and Analysis 3.1. Model Analysis in The Absence of Opportunistic Behavior In the absence of opportunistic behavior of the construction agent unit, S (d,U)=S(0,0) , when there is no collusion behavior, that is, the slack level of the construction agent unit d=0, and the collusive income is U=0.At this point, any effort level e of the construction agent unit can be reached when the participation condition is satisfied, and the incentive compatibility condition is not effective.Therefore, the government principal obtains the maximum expected utility by setting the parameters (B, k) in the principal-agent contract, i.e., solving the following optimization problems: max������������= max[-B+(1-k)pe] ������. ������. ������ + ������������������ − 1 ������������2 ≥ ������ （2.10） 2 Under the optimal conditions, the government principal does not need to pay extra remuneration to the construction agent unit, and the participation constraint equation is established, i.e. : ������ + ������������ − 1 ������������2 = ������ （2.11） （2.12） 2 （2.13） Can be obtained: −������ = ������������������ − 1 ������������2 − ������ 2 Plug in the target function and get: ������������������������������ = max[������������ − 1 ������������2 − ������] 2 Take the derivatives of e and k respectively, and get the first-order conditions: ������′ = 0, ������′ = ������ ������ Substitute into equation (2.12) to get: ������′ = 1 ������2 + ������ 2������ In other words, the optimal contract under the circumstance of the absence of the opportunistic 169
behavior in the construction agent unit is: （2.14） （2.15） ������(������) = ������′ + ������′������ = 1 ������2 + ������ （2.16） 2������ At this point, the marginal cost of the efforts of the construction agent unit is: ������′(������) = ������ The marginal expected utility of the efforts of the construction agent unit is: [ER(e)]’=p According to equations (2.15) and (2.16), When the marginal cost of effort of the construction agent unit is the same as the marginal expected utility, the optimal contract is pareto optimal contract.Under this contract, the construction agent unit does not have project risk liability (k=0).Its risk cost is 0,and the remuneration obtained by the construction agent unit is equal to the sum of opportunity cost and effort cost of the construction agent unit. 3.2. Model Analysis in the Context of Opportunistic Behavior According to the analysis in the third chapter of this paper, due to information asymmetry and other reasons, the construction agent unit will adopt opportunistic behavior U(d, S) (d������ ≠ 0) in order to maximize their own interests. At this point, the construction agent unit takes the maximization of its own benefits as the target, and takes the partial derivative of equation (2.6): ������������������ = ������������ − ������������ = 0, it is：，������# = ������ ������ ������������ ������ ������������������ = −������ + 1 − ������������ = 0 ,it is ：������# = 1−������ ������������ ������ According to the definition of slack, we can get ������ = ������′ − ������# = (1 − ������) ������������, because0 < ������ < 1, therefore, d > 0, ������ > 0.The opportunistic level of the construction agent unit can be expressed as U((1 − ������) ������ , 1−������).It can be seen that the slack level of the construction agent unit is inversely ������ ������ proportional to the proportion k of investment savings, and the proportion k of collusion level is inversely proportional to the proportion k of investment savings and collusion cost coefficient. Therefore, the government principal needs to design the parameters (B, k) of the principal-agent contract to reduce the opportunistic behavior of the construction agent unit and maximize its expected utility, that is, to solve the following optimization problems: max������������= max[−������ + (1 − ������)(������������ − ������)] ������������ ≥ ������ （2.17） ������. ������. {������# = ������ ������ , ������# = 1−������ ������ ������ 170
In the optimal condition, the equation of the constraint condition is established. When two constraint conditions are substituted into the objective function of the government principal, there are: max ������������ = ������2 ������2 − 1 (1 − ������)2 − 1 ������������2������2 （2.18） ������ 2������ 2 ������������������ = ������2 + 1 + ������������2) ������ − ������2 − 1 = 0 ������������ ( ������ ������ ������ ������ It gives :������# = ������+������������2 ������+������������2+������������������������2 Under the circumstanceof opportunistic behavior of the construction agent unit, the government principal needs to pay a certain percentage of the investment savings of the construction agent unit, and the proportion ������# is negatively correlated with ρ、σ2、γ、q and positively correlated with p. In this circumstance, the marginal cost of the efforts of the construction agent unit is: ������′(������) = ������������# （2.19） The marginal expected utility of the agent unit is: [������������(������)]′ = ������ （2.20） Because of 0 < ������# < 1 , the marginal expected utility of the effort of the agent unit is greater than its marginal cost, not reached the optimal effort level. 3.3. Result Discussion 3.3.1. Share of Investment Savings. In the circumstance of the analysis of opportunistic behavior, the government principal pays the remuneration to the construction agent unit in accordance with the fixed price contract, and as long as the sum of the opportunity cost and effort cost are paid to the construction agent unit. However, in the case of opportunistic behavior ������# = ������+������������������+2+���������������������2���������������2, government principal should adopt the variable price contract, and investment saving share ratio should be determined according to the risk avoidance degree of the construction agent unit, the uncertainty degree of external environment, the government supervision and punishment intensity, the effort cost and output coefficient of the construction agent unit. 3.3.2. The Level of Slack. 171
In the absence of opportunism,the effort level of the construction agent unit ������∗ = ������ has reached ������ the maximum, and there is no slack. The marginal cost of the effort of the construction agent unit is the same as the marginal expected utility. In this case, the contract is pareto optimal contract. When there is an opportunistic behavior in construction agent units, the effort level is ������# = ������ ������, ������ at this time the slack level d can be expressed as: ������ = ������∗ − ������# = ������ − ������ ������ = (1 − ������) ������ ������ ������ ������ It can be found that there is a negative correlation between the level of slack and the proportion of investment savings when there is opportunistic behavior in construction agent units. 3.3.3 The Level of Collusion In the absence of opportunistic behavior, he collusion income of the construction agent unit is 0, while there is opportunistic behaviors,its collusion income is ������# = 1−������, and the collusion level is ������ 1−������������. Obviously, under the circumstance of opportunistic behavior, the collusion level of the construction agent unit is negatively correlated with the proportion of investment savings, and negatively correlated with the collusion cost coefficient. 4. Related Suggestions Based on the model construction and result discussion, the following governance measures can be taken to restrain and motivate the opportunistic behavior of the construction agent unit: Recommendation 1: calculate scientific and reasonable project objectives and measurement indicators. The project needs to achieve multiple goals and targets. The government pursues the goals of using function, quality and environmental impact. The use unit pays more attention to the construction cost and profit benefit index in the project construction. The using function,quality, environmental impact are interrelated with the cost-benefit indicators of project. The use of functions, quality, environmental requirements are too high, and the insufficient investment given by the government is an important factor for slack and collusion. Therefore, the important responsibility of the government is to calculate the reasonable target value of the project before signing the contract with the construction agent unit, so as to lay a foundation for the scientific signing of the contract and avoid the slackness and collusion of the construction agent unit. Recommendation 2: give the agent units a reasonable rate of return, control and allocate the 172
investment balance. It is the ultimate appeal for the construction agent unit to participate in the construction agent system project to obtain a certain amount of revenue, The improvement of technical level and management ability of agent construction units can save construction funds for agent construction projects, better deal with project risks and provide higher quality agent construction services.At the same time,Improving the investment effect and investment efficiency of government investment is conducive to the overall improvement of the agent construction industry and the long-term stable development of the agent construction market. On the contrary, there is a lack of funds due to unreasonable benefits. At the same time, it fails to meet the project standards in terms of management level and technical ability, and fails to motivate the agent company to work actively, which will lead to a series of problems in the project in terms of capital management, schedule and safety quality. Based on this, the government should give the construction agent unit reasonable income, and encourage the construction agent unit to realize reasonable investment balance, and make reasonable allocation to the investment balance, so as to avoid the construction agent unit from collusion or other opportunistic behavior in pursuit of the construction cost balance. Recommendation 3: the government should enhance the awareness of risk sharing and establish a reasonable risk sharing scheme. Risk sharing is the most fundamental way to distribute benefits. Taking certain risks is the condition to get expected reward. The investment savings of the construction agent project are the revenue after the project stakeholders share the risks, not the fixed ones.Therefore, reasonable risk sharing helps to define the economic relations in construction agent projects and improve the work enthusiasm of stakeholders. It is an effective way to encourage construction agent units to control risks actively, actively respond to risks and reduce opportunistic behaviors. In the case of information asymmetry, due to the opportunistic behavior tendency of the construction agent unit, the construction agent unit must share risks. In the process of risk sharing design of construction agent system, the following problems should be paid attention to: ①Risk sharing is an important part of the system design of construction agent projects.It should strictly obey the principal of the consolidated of responsibility、authority and profit. ②Government principal should start from the comprehensive benefit of the construction agent project and avoid transferring the risk that should be borne by themselves to the construction agent units. ③In the construction agent system project, the allocation of risk should follow the principle of being able to take risks, so as to motivate the construction agent unit effectively. ④Risk sharing should take into account the interests of government and construction agents in the context of long-term cooperation. Therefore, it restrains the occurrence of opportunistic behavior and generates an effective incentive for the construction agent unit. 173
References Sean M.Handley and Corey M.Angst,2014.The impact of culture on the relationship between governance and opportunism in outsourcing relationships.Strategic Management Journal,J.146,35-40. Yen D A,Barnes B R,Wang C L,2015.The measurement of Guanxi Introducing the GRX scale,J.39,58-64. Van Eessa Valero ,2015.Government Opportunism iii public private partnerships,J.Journal of public economic theory.17(1):111- Müller R,2010.Project Governance,J.Strategic Direction,27(2):116-124. Lynn Crawford, Christophe Bredillet,Rodney J.Turner,2009.Project governance-integrating corporate,program and project governance,M.London:Routledge. Renz,Patrick S,2007.Project Governance:Implementing Corporate Governance and Business Ethics in Nonprofit Organizations,M.Publication: Heidelberg Springer Science & Business Media. Bekker M C, Steyn H,2008.The impact of project governance principles on project performance ,C.South Africa:PICMET Proceedings. Turner J R,2006.Towards a theory of project management: the nature of the project governance and project management,J.International Journal of Project Management,24(2): 93-95. BAaron D P,Holmstr B,1980.The Investment Banking Contraet for New Issues Under Asymetrie Information:Delegation and the Incentive Problem,J.The Journal of Finance,35(5):1115-1138. Jin X and Zhang G ,2011. “Modelling Optimal Risk Allocation in PPP projects using Artificial Neural Networks”. International Journal of Project Management 29(5): 591-603. Kajewski S, Cheung E and Chan A P C ,2010. “The Researcher's Perspective On Procuring Public Works Projects”. Structural Survey 28(4): 300-313. Kumaraswamy M M and Dissanayaka S M ,1998. “Linking Procurement Systems To Project Priorities”. Building Research and Information 26(4): 223-238. Love P, O'Donnell A, Miller G, Furneaux C and Davis P ,2009.Built Environment Procurement Practice: Impediments to Innovation and Opportunities for Changes, Curtin University of Technology. Masterman J W E and Gameson R N ,1994. Client characteristics and needs in relation to their selection of building procurement systems. Translated by Department of Surveying, University of Hong Kong: CIB W-92: 79-88. ISSSM-0297 Hot Springs Development for Health Tourism: PornRang Hot Spring, Bang Rin, Ranong District, Ranong Province, Thailand 174
Pannilai Nitirochana Faculty of Social Science, Graduate School, Public Administration (Public Policy Program), Suan Sunandha Rajabhat University, Bangkok, Thailand E-mail: [email protected] Abstract This research study “Hot Springs Development for Health Tourism: PornRang Hot Spring, Bang Rin, Ranong District, Ranong Province Thailand”. Objective of this research was Comparative analysis for 2 mains variables were Strategic Planning Process for Health Tourism, Province Strategy, Tourism Development Policy of Thailand and Performance of Strategic Planning for Health Tourism, Province Strategy, Tourism Development Policy of Thailand in multidimensional factors such as, Strategic Planning Process for Health Tourism, Province Strategy, Tourism Development Policy of Thailand, which have 4 sub-variables were Strategic Environment Analysis, Organizational orientation, Organization Targeting and Strategic Planning. Performance of Strategic Planning Process for Health Tourism, Province Strategy, Tourism Development Policy of Thailand, which have 4 sub-variables were develop tourism and tourist attractions infrastructure, empowering entrepreneurs and developing Tourism human resources, Development of Tourism Management System and Promotion of tourism. This research focus was on PornRang Hot Spring, Bang Rin, Ranong District, Ranong Province, Thailand. Data was Collected by questionnaire in 3 groups were government officials on tourism 20 persons, tourism entrepreneurs 20 persons and tourists (Thai and Foreigners) 323 persons, total 363 persons). Data were analyzed by descriptive analysis, mean, standard deviation: S.D., frequency and percentage and inferential statistics, t-test, F-test (One Way ANOVA) for comparative analysis study and pearson’s product moment correlation coefficient to test the correlation of the variables studied. Finding found that, Ranong Province Tourism have a positive relationship with Ranong ProvinceTourism in PornRuang Hot Spring Strategy and Health Tourism Public Policy in moderate level because tourism in Ranong is a form of health tourism, therefore, the relationship between the strategy and the policy In such about Develop Tourism and Tourist Attractions Infrastructure, Empowering Entrepreneurs and Developing Tourism Human Resources, Development of Tourism Management System and Promotion of Tourism are comprehensive and clear. As a result, there are a positive relationship. Keywords: Hot Spring, Development, Health Tourism, Hot Spring Development, Health Tourism Development 1. Background 175
Tourism is an important industry in the Thai economy, it can mention that Tourism is the number one business and service of the country. Including investment, Approximately 2 million people work in related industries, accounting for 6% -7% of the total workforce. (Ministry of Tourism and Sports, 2011). Nowadays, tourists are become to focus on other kind of tourism such as creative tourism, historical tourism, Eco-tourism, Cultural and Tradition Tourism, Ethnic tourism especially health tourism. Thailand has set a policy of creating readiness for raising the level of health services to become a hub for regional health services or medical hub. Ranong is a beautiful natural land as a peaceful society, have abundant famous mineral water resources. The location is suitable for transportation to foreign countries and a peaceful society. In particular, there are many sources of hot mineral water distributed. And the key is water, natural hot mineral water with world-class quality. From survey, they found that There are 7 springs in Ranong distribution in the east and south of the province. The government has set up an important strategy for the development of Ranong for a healthy tourism city and a beautiful city. But still there are a lot of problems that needs to be solved., such as Transport accessibility, lack of planning and systematic management, not enough to public promotion not enough to promote hot springs, cause many sources to be unknown to tourists in Thailand and Abroad. For this reason, researcher was interested in education “Hot Springs Development for Tourism: PornRang Hot Spring, Bang Rin, Ranong District, Ranong Province, Thailand” to upgrade to a standard hot springs source and get the standard of Ranong province and government, which can promote Ranong Province to a health tourism city, can develop and upgrade the standard of health tourism industry to the top tourism cities of ASEAN. 2. Literature Reviews 1) Concepts and Theories about Tourism National Tourism Policy Act BE 2551, section 3 mention that management and development of tourism mean that development and improvement of tourist attractions, tourism management, to maintenance of quality of Tourism, tourism activities, tourism service development, tourism human resources development, creation and dissemination of tourism knowledge, creating Tourism Products, travel or any other related to the tourist Security, for promoting sustainable tourism. McIntosh & Goeldner (1986, page 132-135) mention that travel is the sum of various phenomena and the relationship between tourists and service businesses which is involves activities or satisfaction with tourists or visitors. Gee & Choy (1989, page 98-101) mention that travel is a journey that makes tourists happy. McIntosh, Goeldner, & Ritchi (1995, page 9-10) mention that \"Tourist\" means a person who volunteer travels to the other local area. The World 176
Tourism Organization (WTO) has divided tourists into two types, 1) overnight visitors were temporary visitors by taking countries that visit at least 24 hours and travel The purpose is to spend free time for going to leisure, entertainment, health, religion, education and sports and for business activities, visit relatives to perform various tasks and seminars. 2) The tourists are not overnight or, generally, use the word \"traveler\", the visitors are temporary less than 24 hours. 2) Concepts and Theories about Health Tourism Devon M. Herrick (2007). mention that the number of uninsured and self-pay patients traveling abroad for health care has grown rapidly in 2005-2007. This trend is likely to continue as medical care becomes more expensive or difficult to obtain in countries such as the United States where third-party payment is the norm. Health tourism may be divided according to the purposes and objectives of the program and tourism activities to meet the needs of tourists are two types, (Tourism Authority of Thailand. (2552), 1) Health Promotion Tourism, traveling to visit beautiful natural and cultural places. history and environment for learn to live and relax by take some time to accurately and technically correct promote health in or out of the accommodation, and 2) Health Healing Tourism, natural and cultural travel to learn how to live in community and relax or a place for treatment, for health care activities, Laws, E. (1996) mention that Health Tourism is a journey from home to various destination to take care of one's health and one type of relaxation. Young Kim et al (2009) conclusion that Health tourism is a way to travel from one place to another, the goal of health care and tourism together. 3) Concepts and Theories about Public Policy and Strategies Ira Sharkansky (1970, page 1) mention that public policy means activities the government or government agencies. James Anderson (1975, page 5) mention that public policy means the government's approach or action with respect to purpose in anyone story. Thomas R. Dye (1984, page 1) mention that Public policies mean things which the government chooses to act or not to act if the government chooses to do things will cover all government activities. 4) Related Research about Tourism Nitirochana, Pannilai. (2017). Creative Tourism for Sustainable Community Development in Wang Nam Khiao, Nakhon Ratchasima Province, Thailand. 6th International Symposium on the Fusion of Science and Technologies (ISFT2017) Jeju, S. KOREA 17th ~ 21st July, 2017. Faculty of Social Science, Graduate School, Public Administration (Public Policy Program), Suan Sunandha Rajabhat University, Bangkok, Thailand. 5) Related Research about Health Tourism Prayad Takhonram (2544). Guidelines for tourism administration and management by local communities: a case study of Donwai Water Front Market, Nakhon Pathom Province, Thailand 177
6) Related Research about Hot Spring Chatchanok Mahatthanaworakanok. (2557)., Health Tourism Promotion Strategy in Phraruang Hot Spring of Tumbol Landokmai Muang District Kumphaengphet Province, Thailand., Jirawan Kungnoi (2552): Tourism Development Guidelines For Hindad Hot SPA, Kanchanaburi Province, Thailand. 3. Conceptual Framework This research focus to study Public Policy and Strategy about Health Tourism in local (South of Thailand: Ranong Province). The key factors mentioned in the policies and strategies to develop health tourism were used in this study to get results from the policy and strategy implementation. The conceptual framework is below: Independent Variables Dependent Variables Strategic Planning Process for Health performance of Strategic Planning for Health Tourism, Province Strategy, Tourism Tourism, Province Strategy, Tourism Development Development Policy of Thailand Policy of Thailand 1. Strategic Environment Analysis 1. develop tourism and tourist attractions 2. Organizational orientation infrastructure 3. Organization Targeting 4. Strategic Planning 2. empowering entrepreneurs and developing Tourism human resources 3. Development of Tourism Management System 4. Promotion of tourism Fig. 1: A Conceptual Framework of Hot Springs Development for HealthTourism: PornRang Hot Spring, Bang Rin, Ranong District, Ranong Province, Thailand. * Comparative Statistics ** Correlation Statistics 4. Methods This research was quantitative research, conducted in 3 groups of populations by the method of cluster random sampling and used the formula of W.G. Cochran. (Cochran, W.G. (1953). The sample size were as follows 1) Public Sector officials 20 persons 2) Tourism Entrepreneurs 20 persons and 3) Tourists (Thai and foreigners) 323 persons, total 363 persons. Table 1: Description of the samples Number Samplings 20 Public Sector officials 178
Tourism Entrepreneurs 20 Tourists (Thai and foreigners) 323 Number Samplings 363 Total The variables used in the research were 2 main variables: Independent variables was Strategic Planning for Health Tourism, Province Strategy, Tourism Development Policy of Thailand in 4 Sub-variables were Strategic Environment Analysis, Organizational orientation, Organization Targeting and Strategic Planning. Dependent variables was performance of Strategic Planning for Health Tourism, Province Strategy, Tourism Development Policy of Thailand in 4 sides were develop tourism and tourist attractions infrastructure, empowering entrepreneurs and developing Tourism human resources, Development of Tourism Management System and Promotion of tourism. Table 2: Description of the variables Dependent Variable Independent Variable performance of Strategic Planning Process Strategic Planning Process for Health for Health Tourism, Province Strategy, Tourism, Province Strategy, Tourism Tourism Development Policy of Thailand Development Policy of Thailand Sub-variables Sub-variables develop tourism and tourist attractions infrastructure Strategic Environment Analysis empowering entrepreneurs and developing Tourism human resources Organizational orientation Development of Tourism Management System Organization Targeting Promotion of tourism Strategic Planning The research instrument was a questionnaire which was the researcher developed from the study of related documents and research. Style of questions were check list and rating scale, using 5 rating scale based on Likert concept. (Likert, Rensis. (1967). Data analysis were used descriptive statistics (Mean, Standard Deviation: S.D., Frequency and Percentage to use in describing variables studied. Used t-test, F-test (One Way ANOVA) (Agresti, Alan. (1997). to test the difference between mean of the variables studied and used Pearson’s Product Moment Correlation Coefficient to test the correlation of the variables studied. 5. Results 5.1 Results 179
Findings was found that, independent variables, the strategic planning process for Health Tourism, Province Strategy, Tourism Development Policy of Thailand, in overall was high level (mean 3.79), in the first sub-variable, Strategic Planning was high level (mean 3.82), in the second sub-variable, Strategic Environment Analysis was high level (mean 3.79), in the third sub-variable, Organization Targeting was high level (mean 3.78), in the last sub-variable, Organizational orientation was high level (mean 3.77) Dependent variables, performance of Strategic Planning for Health Tourism, Province Strategy, Tourism Development Policy of Thailand, in overall was high level (mean 3.99), in the first sub-variable, Promotion of Tourism was high level (mean 4.17), in the second sub-variable, Development of Tourism Management System was high level (mean 4.06), in the third sub-variable, Develop Tourism and Tourist Attractions Infrastructure was high level (mean 3.93), in the last sub-variable, Empowering Entrepreneurs and Developing Tourism Human Resources was high level (mean 3.88) Table 3: Rating level and Mean (X) for Independent and Dependent Variables Independent variables Level & dependent variables Level & Mean Mean High/3.99 the strategic planning process High/3.79 performance of Strategic Planning High/4.17 High/4.06 for Health Tourism, Province for Health Tourism, Province High/3.93 High/3.88 Strategy, Tourism Development Strategy, Tourism Development Policy of Thailand Policy of Thailand 1)Strategic Planning High/3.82 1)Promotion of Tourism 2)Strategic Environment High/3.79 2)Development of Tourism Analysis Management System 3)Organization Targeting High/3.78 3) Develop Tourism and Tourist Attractions Infrastructure 4)Organizational orientation High/3.77 4) Empowering Entrepreneurs and Developing Tourism Human Resources Finding of analysis of the correlation between Strategic Planning Process for Health Tourism, Province Strategy, Tourism Development Policy of Thailand and Performance of Strategic Planning for Health Tourism, Province Strategy, Tourism Development Policy of Thailand found that in overall related in moderate level (statistically significant at the 0.01). In the sub-variables part, correlation between Strategic Planning Process and Develop Tourism and Tourist Attractions Infrastructure found that related in moderate level (statistically significant at the 0.01), correlation between Strategic Planning Process and Empowering Entrepreneurs and Developing Tourism Human Resources found that related in moderate level (statistically significant at the 0.01), correlation between Strategic Planning Process and Development of 180
Tourism Management System found that related in moderate level (statistically significant at the 0.01), correlation between Strategic Planning Process and Promotion of tourism found that related in low level (statistically significant at the 0.01). Table 4: correlation Analysis for Independent and Dependent Variables Independent Variables Dependent Variables Correlation Strategic Planning Process for Performance of Strategic Planning for moderate Health Tourism, Province Strategy, Health Tourism, Province Strategy, level (sig. Tourism Development Policy of Tourism Development Policy of 0.01) Thailand Thailand Independent Variables Dependent Variables Correlation Strategic Planning Process.. Develop Tourism and Tourist moderate Attractions Infrastructure level (sig. 0.01) Strategic Planning Process.. Empowering Entrepreneurs and moderate Developing Tourism Human level (sig. Resources 0.01) Strategic Planning Process.. Development of Tourism Management moderate System level (sig. 0.01) Strategic Planning Process.. Promotion of tourism low level (sig. 0.01) 5.2 Discussions This research consistent with a research of Chatchanok Mahatthanaworakanok. (2557)., Health Tourism Promotion Strategy in Phraruang Hot Spring of Tumbol Landokmai Muang District Kumphaengphet Province, Thailand about tourists expectation in health and enjoy tourism. This research consistent with a research of Nitirochana, Pannilai. (2017). Creative Tourism for Sustainable Community Development in Wang Nam Khiao, Nakhon Ratchasima Province, Thailand. about Health Tourism Development use of natural resources in habitat area, which is natural hot springs are the main point. Creative Tourism Development focus of the original tourism to more contemporary, which emphasis on the maintain of tourist attractions and the local way of life. So the purposes of the two types of tourism development are similar. This research against with a research of Prayad Takhonram (2544). Guidelines for tourism administration and management by local communities: a case study of Donwai Water Front Market, Nakhon Pathom Province, Thailand about management problems such as the division of responsibilities is not clear and people participation in community ect. And against with Jirawan Kungnoi (2552): Tourism Development Guidelines For Hindad Hot SPA, Kanchanaburi Province, 181
Thailand about develop tourism and tourist attractions infrastructure. 5.3 Conclusion Analytical results of level of opinion on the Strategic Planning Process for Health Tourism, Province Strategy, Tourism Development Policy of Thailand and results of Performance of Strategic Planning for Health Tourism, Province Strategy, Tourism Development Policy of Thailand, found that, there were a positive relationship. Which made PornRang Hot Springs Development effected to Ranong Province Health Tourism Development and finally, it will effect to Health Tourism Development in over all of Thailand, which that may have can be the number one in ASEAN in the near future. 5.4 Suggestions Tourism Strategy of hot springs in Ranong Province should focus more on 4 parts, Develop Tourism and Tourist Attractions Infrastructure, Empowering Entrepreneurs and Developing Tourism Human Resources, Development of Tourism Management System and Promotion of Tourism to increase the volume of tourists and have more money to circulate within the province. Suggestions for further research, should study other factors such as developmental approach, tourist behavior, leadership of community leader, etc. There should be in-depth research such as in-depth interview, observation etc., to obtain accurate and clear information more than a questionnaire. 5.5 Acknowledgments and Legal Responsibility This research was supported by Public Administration (Public Policy Program), Graduate School, Suan Sunandha Rachabhat University and the authors would like to appreciate my family and my research assistance (my student in mater of public administration; public policy, Mr. Niravit Meangdit and my friends especially Dr. Sudthanom Tancharoen for Encourage and help me to write this articles. And the last appreciated me is International Symposium on Social Sciences and Management for give me a chance to creates an international academic project. 6. References Agresti, Alan. (1997). Statistical methods for the social sciences. 3rded. Upper Saddle River, N.J.: Prentice Hall. Anderson, J. E. (1975). Public policy-making. New York: Holt, Winston & Rinehart. Chatchanok Mahatthanaworakanok. (2557).Health Tourism Promotion Strategy in Phraruang Hot Spring of Tumbol Landokmai Muang District Kumphaengphet Province, Thailand. Master of Business Administration Thesis, Graduate School, Khonkaen University Thailand. Cochran, W.G. (1953). Sampling Techiques. New York: John Wiley & Sons. Inc. 182
Jirawan Kungnoi (2552): Tourism Development Guidelines For Hindad Hot SPA, Kanchanaburi Province, Thailand. Master of Art, Public and Private Management Sector Thesis, Graduate School, Silpakorn University, Thailand. Devon M. Herrick (2007). Medical Tourism: Global Competition in Health Care. National Center for Policy Analysis 12770 Coit Rd., Suite 800 Dallas, Texas 75251 Dye, T. R. (1984). Understanding public policy. 5th ed. New Jersey: Prentice-Hill. Gee, C, Makens, J. and Choy, D. (1989). The travel industry. 2nd ed. Van Nostrand Reinhold: New York. Laws, E. (1996). Health Tourism: A business opportunity approach. in S.Cliff and S.J. Pp.(Eds). Health and the International Tourism, pp.199-214, Routledge: London and New York. Likert, Rensis. (1967). “The Method of Constructing and Attitude Scale”. In Reading in Fishbeic, M (Ed.), Attitude Theory and Measurement (pp. 90-95). New York: Wiley & Son. McIntosh, R. W. and Goeldner, Charles R. (1986). Tourism principle, practices philosophies. 5th ed. New York: John Wiley and Sons. McIntosh, R. W., Goeldner, Charles R. and Ritchie, J.R. Brent. (1995). Tourism principle, practices philosophies. USA. National Tourism Policy Act BE 2551, section 3. Tourism Management and Development. Thailand. National Tourism Authority of Thailand. (2552). Health Tourism, from 20 December2559, http://thai.tourismthailand.org/ attractions & activities / activities / tourist attractions. Nitirochana, Pannilai. (2017). Creative Tourism for Sustainable Community Development in Wang Nam Khiao, Nakhon Ratchasima Province, Thailand. 6th International Symposium on the Fusion of Science and Technologies (ISFT2017) Jeju, S. KOREA 17th ~ 21st July, 2017. Faculty of Social Science, Graduate School, Public Administration (Public Policy Program), Suan Sunandha Rajabhat University, Bangkok, Thailand. Prayad Takhonram (2544). Guidelines for tourism administration and management by local communities: a case study of Donwai Water Front Market, Nakhon Pathom Province, Thailand. Master. Architecture (Urban Planning) Graduate School, Chulalongkorn University. Bangkok. (Thailand). Sharkansky, Ira. (1970). The political Scientist and policy Analysis. Chicago: markan publishing company. World Tourism Organization. 1994. National And Regional Tourism Planning: Methodologies and Case Study. London. Young Kim et al.. (2009). A Framework for Health Tourism: A case study of Jeju Province in the Republic of Korea(South Korea), International CHRIE Conference-Refereed Track, July 31st 2009. 183
ISSSM-0385 The Effect of Job Demand and Resource on Job Engagement Min-Shi Liu Soochow University E-mail: [email protected] With the growing ubiquity of mobile information and communication technology (MICT) in recent years, the spread of smartphones has made interaction with real-time communications software a growing trend, and such real-time communications software as Line and Facebook have become major new tools for business communications. When companies acquire new technologies, this will impact the connection between employees and their work. Apart from helping employees boost their working efficiency and productivity, MICTs may also have a negative influence on efficiency and productivity. The job demands-resources model (JD-R Model) can facilitate understanding of how job demands and resources affect work stress and job engagement. According to the JD-R model, job demands and job resources also led to the development of dual model pathways, namely a pathway in which job demands induce strain and a pathway in which work resources shape motivation. There has nevertheless been little past research on technological stress induced by job demands and job engagement encouraged by technological work resources, and the mutual interaction of these effects, in the context of MICT-based financial service industries, although they may influence companies' team performance. As a consequence, comparing the effectiveness of the JD-R model in an empirical MICT-based financial service industries context with the model's theoretical effectiveness is extremely important. Keywords: Mobile Information and Communication Technology, The Job Demands-Resources Model, Organizational-Level Job Resources, Individual-Level Job Resources, Job Engagement. 184
Education (3) / Psychology (2) Wednesday, January 23, 2019 14:45-16:15 Cattleya Session Chair: Prof. Nilda Balsicas ISSSM-0376 Exploring the Function of Research Education in Developing the Critical Thinking Skills of Hospitality Management College Students Agnes Azul︱St. Dominic College of Asia Eleanor Aguilando︱St. Dominic College of Asia Nilda Balsicas︱St. Dominic College of Asia ISSSM-0381 Mobile-Assisted English Self Study Cara Blythe Phillips︱Toyo University ISSSM-0392 Positive Attitude in Teaching and Learning Homeira (Meira) Fatthi︱Nagoya University of Foreign Studies ISSSM-0367 Effects of Mobile-Based Speaking Tasks on EFL Learners Hea-Suk Kim︱Seoul Women's University Yoonjung Cha︱Hanshin University Na-Young Kim︱Sehan University ISSSM-0398 Trial Results of Handbook Skills for Sexual- Abused Prevention of Primary School Students Huynh Van Son︱Ho Chi Minh city University of Education Giang Thien Vu︱Ho Chi Minh city University of Education Mai My Hanh︱Ho Chi Minh city University of Education Nguyen Thanh Huan︱Ho Chi Minh city University of Education Nguyen Le Bao Hoang︱Ho Chi Minh city University of Education 185
ISSSM-0376 Exploring the Function of Research Education in Developing the Critical Thinking Skills of Hospitality Management College Students Agnes Azul, EleanorAguilando, Nilda W. Balsicas Department of Hospitality Management, St. Dominic College of Asia, Bacoor, Philippines E-mail: [email protected], [email protected], [email protected] Abstract Critical thinking skills are one of the key skills that are essential in the workplace. But there seemed a dearth of these skills among students, and even, graduates. The main purpose of this research is to explore the use of quantitative research education in developing the critical thinking skills of 81 hospitality management students. The study tried to find out which among the research topics were able to develop students’ critical thinking as perceived by the freshman hospitality students. It also tested the correlation between the students’ perceived quantitative research skills and their aptitude profile. To further validate the attainment of learning outcome, content analysis of the selected student essays was examined using the Holistic Critical Thinking Scoring Rubric by Facione and Facione (1994). The results of the study indicated varied ratings to perceived research skills. Research activities that involved \"writing-and-thinking\" activities obtained a low mean average. Result also showed that there is a significant correlation between the perceived research skills in quantitative research and aptitude in Communication. The aptitude ratings in General Science, Numeracy, and in Essay do not significantly correlate with the perceived research skills. Content analysis of selected essays showed a fairly average rating of 2.5, with 4.0 as the highest score. In the analysis, majority of the students seldom justify or explain reasons. Despite inclusion of research education in curriculum and instruction to develop critical thinking skills of the students, results showed that there are still a number of challenges. It is recommended to clarify the strategies or framework on how critical thinking can be effectively taught or developed through research education. This could also imply a need for a faculty development on critical thinking for those teachers teaching research subject. Keywords: critical thinking, research education, faculty development 186
Introduction Critical thinking skills are one of the key skills that are essential in the workplace. But there seemed a dearth of these skills among students, and even, graduates. Business educators and employers are in dire need to produce graduates who can critically think and decide. Thus, it is must that Critical thinking skills in the workplace should be seriously considered (Reynolds, Lesley-janeEales, Brenda Judge, Patrick Jones and ElanineMcCReery, 2013 p.1) But what is critical thinking? Different experts have described the meaning of critical thinking skills in various perspectives. Brink-Budgen (2010) describes critical thinking as an activity for seeking possible “meaning and significance of claims” while Linda Elder (as cited by Greenstein, Laura, p.65) defined critical thinking as ‘that mode of thinking about any subject, content, or problem in which the thinker improves the quality of his or her thinking by skillfully taking charge of the structures inherent in thinking and imposing intellectual standards upon them.” What could be a better way to develop the critical thinking of college students? While there are a number of studies on what could be the best way to teach critical thinking skills to pre-and -college students, debates as to their effectiveness remain a concern (David R Cole, Jacqueline Ullman, Susanne Gannon, and Paul Rooney, 2015) Why assess student critical thinking skills? Aside from an important attribute in the 21st century, these are important skills in the workplace particularly on effective decision making. Knowledge of the course is inadequate if real concerns pose a challenge in the workplace. To be effective in the workplace (and in their personal lives), students must be able to solve problems to make effective decisions; they must be able to think critically (Lisa Gueldenzoph Snyder Mark J. Snyder, 2008). But how do we assess skills as complex as critical thinking skills? In her book “Assessing 21st Century Skills”, Greenstein wrote that assessing critical thinking is challenging than assessing single correct answer because one should consider “judgmental elements” (p.63) and this necessitates the use of critical thinking rubrics and other possible sources of evidence that improves the \"quality of thinking\"(Elder as cited by Greenstein, 2012). The Philippines started to address the challenge of a strong foundation for the 21st Century skills by requiring Quantitative Research method a compulsory subject for all pre-college students. One of the intended learning outcomes is to develop the critical thinking skills of the students. Its contents and activities are relatively similar nationwide. The terminal requirement of the subject is a group research paper. This approach to embedding the subject in the curriculum and instruction could be similar to the “infusion approach”. According to Swartz (1992 as cited by (Aizikovitsh, Einav, and MiriAmita, 2010), the infusion approach aims at teaching and instilling critical thinking skills through teaching the set learning material. As a required subject with more than 100 contact hours for the whole academic year, the quantitative research subject is premised to develop the critical thinking of hospitality students. In this study, critical thinking skills of 187
freshman hospitality students are assessed on these aspects: a) perceptions of the level of acquired research skills in Quantitative Research Method b) aptitude profile of the freshman hospitality students. This study operationally equate the perceived research skills to acquisition of critical thinking skills. This is so based on the definition of Glaser. According to Edward Glaser, as cited by Greenstein, critical thinking skills involve “knowledge of the methods of logical inquiry and reasoning and a predisposition to consider and resolve in a thoughtful way the problems and subjects within one’s experience”. Said description is also demonstrated and implemented when students are “researching”. Aptitude profile covers the data of the students’ aptitude in Communication skills, Numeracy, General Science, and in Essay. These data are correlated with the level of perceived research skills acquired in Quantitative Research Method, and c) content analysis to the explanations to essays using the case-typed of questions in two professional subjects. As what Burden-Birken (2010) said “explanation” is an important aspect in developing critical thinking particularly in the process of determining the “significance of claims”. As part of the students’ curricula in which new information should be gained and produced, the study also assumed that the pre-college quantitative research education has a function to developing the critical thinking skills of the hospitality management students. This corroborates what Hamers and Overtoom, 1997 as cited by Fernate, Andra, Svetlana Surikova, Daiga, Kalnina, and Cristina Sanchez Romero (2009) wrote that teaching thinking to students provide them to examine the difference between the old from the new experience and to gain new knowledge which they can use in new situations. The study recognizes that the critical thinking skills as intended learning outcomes of the subject do not come in isolation, but for purposes of the study, which is to develop the critical thinking skills as the outcome in quantitative research method is the only one considered. The study is very important as it might bridge the gap between classroom activities and what skills are really needed in workplace (Barrie, 2007) . It could also establish the extent of effectiveness on the use of quantitative research education in curriculum and instruction as a function to developing student critical thinking skills. In the process, there could be “some deficiencies that can be identified” (Walmann, Harvey and Donald Hoover, 2012) and to what extent the implementation of critical thinking strategies can be truly measured as to its outcomes. Research Questions: 1) What is the level of research skills as perceived by freshman hospitality students when grouped according to contents? 2) What are the research activities that premised to improve the students’ critical thinking skills as perceived by hospitality management students? 188
3) Is there a significant correlation between the Freshman Hospitality students’ perceived critical thinking skills and aptitude profile? 4) Using the Critical thinking rubric, what is the level of critical thinking skills of freshman hospitality management students? Methodology The research study used a quantitative and qualitative method. Eighty-one freshman hospitality students were the participants of the study. Data from the survey questionnaire was analyzed using means and standard deviations. Aptitude data were correlated with the research skills data. Pearson, r. is used using SPSS. The perceived research skills and the aptitude data are premised to indicate the level of critical thinking skills of students. To validate, selected student essays in Risk Management in Food Safety and Sanitation and Organizational Management were randomly collected and scored using Facione and Facione (1994) Holistic Critical Thinking Rubric. The rubric scoring is from 1(lowest) to 4 (highest). Its descriptors are as follows: Consistently does all or almost all of the following: Accurately interprets evidence, statements, graphics, questions, etc. Identifies the salient arguments (reasons and claims) pro and con; Thoughtfully analyzes and evaluates major alternative points of view; Draws warranted, judicious, non-fallacious conclusions.; Justifies key results and procedures, explains assumptions and reasons; Fair-mindedly follows where evidence and reasons lead. The researchers rated the students’ essays to selected cases in their preliminary examination. Table 1. Aptitude Data of Freshman Hospitality Students A number of students who got in : Communication Interpretation skills Science Math Essay 3 36 Above Average 0 0 40 45 Average 38 0 ( Fair for Essay) 68 30 Below Average 13 51 Instruments A researcher-made questionnaire was developed by the researchers. The content of the questionnaire is based on the statements of the intended learning outcomes on every chapter of a Quantitative research subject. The professors validated the questionnaire and reliability was tested by the senior students in education who have completed Quantitative research. It contains six categories, namely: a) Identifying inquiry and state research problem, b) Nature of Quantitative research, c) Understanding data and ways to systematically collect data, d) Reporting and sharing findings, e) Learning from others and reviewing literature, and f) Finding 189
answers through data collection. The questionnaire contains 41 statements. The reliability index of the instrument is. 0.90. Results and Discussion 1) What is the level of research skills as perceived by freshman hospitality students when grouped according to contents? Table 2. Ranking of the freshman hospitality students perceived research skills according to content in Means and Standard Deviations Content/topic Means SD Rank Nature of Quantitative research 3.308642 0.8676 1 Reporting and sharing findings 3.261317 0.939 2 Finding answers through data collection 3.218107 0.973 3 Identifying inquiry and state research problem 3.179894 0.945857 4 Learning from others and reviewing the literature 3.144033 1.065444 5 Understanding data ways to systematically collect data 3.104938 0.9845 6 Table 2 shows the level of research skills as perceived by freshman hospitality students when grouped according to contents. Based on the data, topics under nature of quantitative research and its nature of inquiry obtained the highest means (M- 3.308642; Sd-0.8676). This means that most of the students’ research skills and perhaps their critical thinking skills as well, are developed when provided with activities such as describing the meaning of variables and their uses. Reporting and sharing findings obtained the second higher means (M-3.261317; SD-0.939). It means that students’ research skills are more developed when provided with activities in writing references, drawing conclusions, recommendation, writing, and presenting the reports to the audience. Other topics and activities that are perceived by the students to improve their research skills and, perhaps develop their thinking skills include: Finding answers through data collection (M-3.218107; SD-0.973). Activities included collecting data using appropriate instruments, presenting and interpreting data, and use of statistical techniques. Identifying inquiry and state research problem (M- 3.179894; SD- 0.945857). Activities included that of designing research relevant in daily activities; writing research titles; stating research problems, citing the benefits of the research. Learning from others and reviewing literature (M- 3.144033; SD-1.065444). Activities included that of writing appropriate related literature; synthesizing information from relevant literature; explain the conceptual framework. Understanding data ways to systematically collect data (M-3.104938; SD- 0.9845) Activities under this topic are premised to contribute the least in developing the research skills as perceived by the students. 190
2) What are the research activities that are premised to improve the students' critical thinking skills as perceived by hospitality management students? Table 3. Research Activities Premised to Develop Students’ Critical Thinking in Means and Standard Deviations (from highest to lowest means) Means SD 1. Identifying and explaining the meaning of variables and its 3.530864 .843 uses. 2. Listing references. 3.432099 .907 3. Writing research report. 3.296296 .980 4. Writing research’s hypotheses. 3.283952 .939 5. Collecting data using appropriate instruments. 3.283951 .964 6. Illustrating the importance of Quantitative Research. 3.271605 .908 7. Identifying and describing the weaknesses of Quantitative 3.269259 .891 Research 8. Describing the characteristics of a Quantitative Research. 3.259259 .802 9. Using statistical techniques to analyze data. 3.246914 .955 10. Writing the Scope and Delimitation of study. 3.234568 .965 11. Identifying and describing the strengths of a Quantitative 3.222222 .894 Research. 12. Writing the background of a research. 3.209877 .904 13. Citing the benefits and beneficiaries of the study. 3.207531 .995 14. Designing the research that is useful in daily life. 3.197531 .927 15. Observing ethical standards in writing Related Literature. 3.197531 .923 16. Planning the data collection procedure. 3.185185 .923 17. Synthesizing information from relevant works of literature. 3.17284 .946 18. Creating a very good research output. 3.170494 .967 19. Describing the Sampling Procedure and the Sample. 3.160494 .980 20. Formulating important recommendations. 3.160494 .886 21. Defining terms that are used in a study. 3.148148 .963 22. Citing Related Literature using standard style (APA, MLA or 3.135802 .974 Chicago Manual of Style) 23. Writing a Conceptual Framework. 3.133457 .941 24. Explaining the Conceptual Framework. 3.123457 .954 26. Presenting and interpreting data. 3.123456 .899 27. Stating a research question 3.111111 .921 28. Drawing conclusions from research findings. 3.111111 .922 29. Writing a research title. 3.08642 .924 191
30. Writing a clear, appropriate Research Methodology. 3.084074 .946 31. Writing very good Review of Related Literature. 3.074074 .981 32. Constructing an instrument and establishing its validity and 3.074074 .969 reliability. 33. Planning Data Analysis using statistics and hypothesis 3.061728 .992 testing in a research. 34. Writing coherent Review of Literature. 3.037037 .968 Data on Table 3 showed the activities the students believed they have acquired their research skills and premised to develop their critical thinking. These are as follows: Identifying and explaining the meaning of variables and its uses (Means-3.530864, SD-843), Listing references (Means-3.432099, SD-.907), Writing research report (Means- 3.296296, SD.-.980), Writing research's hypotheses. (Means-3.2839521, SD-.939), Collecting data using appropriate instruments. Means-3.283951, SD-.964) While those are the top research activities that are perceived to develop students research skills and premised to develop their critical thinking skills, these are the top five lowest activities that were rated low as seen in the obtained means. These included Writing a Research Methodology. (Means- 3.084074, SD. 946), Writing Review of Related Literature (Means-3.074074, SD .981), Constructing an instrument and establishing its validity and reliability (Means- 3.074074, SD. 969), Planning Data Analysis using statistics and hypothesis testing in a research(Means. 3.061728, SD.992), and Writing coherent Review of Literature (Means-3.037037, SD. 968) While each activity contributes to the whole process, upon scrutiny, we can deduce that there are certain research activities perceived by students as areas in which they have acquired research skills more than others. Perhaps, those activities which obtained lower means are the areas in which student find difficult to work with. Further examination, most of the activities with lower means are those research activities that require “thinking”. This could imply that students find difficulty in areas which writing or good writing is highly important. This is also supported from the data obtained from the Aptitude profile in which majority of the Freshman Hospitality Students obtained a \"Fair “results in Essay writing. The result corroborates what Walmann, et.al. (2012) noted that there could be “some deficiencies that can be identified” in studying critical thinking strategies. In short, certain research activities may have facilitated the development of the critical thinking skills of the students. 3) Is there a significant correlation between the Freshman Hospitality students' perceived research skills and aptitude profile? 192
Table 4. Correlation between the perceptions of the students to the perceived level of research skills and to the ratings obtained in their admission examination Communi General Numeracy Essay cation Science skills Pearson .526** -.072 .055 -.057 Correlation Research Statements Sig. (2-tailed) .000 .652 .731 .722 N 81 81 81 81 **. Correlation is significant at the 0.01 level (2-tailed). Data on Table 4 showed the correlation between freshman hospitality students' perceived research skills and aptitude profile. It showed that there is a significant correlation between the perceived level of acquired competencies and communication rating (r- .526; sig (2-tailed). This indicates that the rating in communication skills is associated with research skills perceptions. The ratings in Gen. Science, Numeracy and in Essay do not significantly correlate with the perceived research skills. These varied results indicate that there could be individual differences in acquiring the skills due to individual differences in ability or preparedness in developing such skills (McLaughlin, Anne Collins and Alicia Ebbitt McGill, 2017) and perhaps different ability in understanding and developing the skills in quantitative research methods too. 4) Using the Critical thinking rubric, what is the level of critical thinking skills of freshman hospitality management students? To further validate the attainment of learning outcome, content analysis of the selected student essays was examined using the Holistic Critical Thinking Scoring Rubric by Facione and Facione (1994). Results from the content analysis of selected essays showed a fairly average rating of 2.5, for both professional subjects with 4.0 as the highest score. In the analysis, the majority of the students explain reasons of the case or essay and offer a solution to the problem, but few students were able to accurately interpret questions, identify pros and cons, and students seldom justify the reasons for the choosing the conclusion. Below is a sample answer to a case study from a professional subject activity. Excerpts: Ms. Y is an employee of a food called up that she has terrible colds and cough; she will be absent for the day. The manager said she cannot be absent due to low manpower, they have a 100-pax children’s party. Do you think the manager is right? If you were the manager, what would you have done? Student’s A Answer: No, he should have not let Josie work because she can contaminate the food; also children have low antibodies, they might acquire the sickness of Josie… 193
Student‘s B: I think yes because it’s reasonable I would do is to fix Josie. I will give her mask to cover her mouth and face. I will give her medicine or gloves because I am also a crew and the manager did it to me. But if she is really not all right, as a manager I will the work… Another samples of students explanation to the case. One can deduce the lack of presenting the pro’s and con’s of the case. If I were the manager I would be the one to work in place of Mike. Because if she is sick she can pass the sickness to the children. And a good leader makes wise decisions. I would be the one working in place of Mike or I can find somebody to replace Mike just for that Show original message If I were the manager I will be the one to cook the spaghetti rather than letting Josie cook because she can put virus on the food that she was cooking. I would rather do the job than to have a chance to cross contaminate the food to the kids. Here is another explanation with an alternative solution to the problem.. I think the manager is not right to order Josie to report for work despite of her condition because if a person is sick he/she cannot work more so in preparing food or having contact to foods. She/he might transfer the microorganism to the food and if that happens the one who will be eat the food might get sick too. M If I were the manager I can allow her to absent or I can assign her to work inside the office, because if she will only do the paper works she cannot harm other people regarding her illness. And also as a manager I will help in preparing the food. Using the Holistic Critical thinking Scoring Rubric, the majority of the students answers to case studies are varied but one can glean that there is much to be done in research strategies to attain the learning outcome. A good critical thinker should be judicious and able to analyze, interpret among other skills (Facione and Facione, 1994). Conclusion and Recommendations In this study, research education activities contributed invariably to developing the critical skills of students as perceived by the students. But there are several challenges that may have impede its effectiveness. These include: Perceived level of research skills of the freshman hospitality students are varied. While one of the intended learning outcomes of quantitative research education is to develop the critical 194
thinking skills of students, the findings of the study indicated that there are still a number of things to be done to attain the development of critical thinking skills. These include administering pre-and-post critical thinking skills test to all pre-college students to gauge the critical thinking skills of students before the teaching the subject. This is also one of the limitations of the study. Moreover, the level of research skills acquisition should not be viewed only on the quantitative research terminal group outputs but should consider the outputs in other professional endeavor. Findings from the content analysis of case studies in two professional subjects showed a fairly average rating of the scores in the rubric. Perhaps, curriculum developer and teachers teaching the subject could review the balance between content and practice, find out whether critical thinking skills development are general or depend on content and on the activities specific to that content (Aizikovitsh, Einav, and MiriAmita, 2010). Moreover, a faculty development on how to teach research education with a focus on developing students’ critical thinking should be done. Lacking of these activities could be the barriers that impede critical thinking instruction (Snyder and Snyder, 2008). In addition, students apparently find difficulty dealing with writing or thinking activities in research, an important engagement of critical thinking skills Students ranking in research activities indicated lower to low means in almost all \"writing\" or \"thinking\" activities. This could imply that students find difficulty in areas which writing or good writing is highly important. This is also validated from the data obtained from the Aptitude Profile in which majority of the Freshman Hospitality Students obtained a “Fair” results in Essay writing. The result could be what Walmann and Hoover, (2012) observed as “some deficiencies” in the research content and activities. This implies that there are only certain aspect in research activities that may have developed the critical thinking of students. A review of the research strategies and activities is imperative. Research educators at pre-college and college level can enhance the critical thinking skills by a) using more engagement in writing-and-thinking activities, 2) emphasizing understanding of concepts, interpretation, evaluation, and inference of data of concepts while avoiding the memorization of concepts. When students are engaged in that kind of activities, teachers are honing them to become a good critical thinker regulation (Facione and Facione, 1994), in addition to becoming a very good researcher. References Aisikovistsh, Einav and MiriAmita (2010) Evaluating an infusion approach to the teaching of critical thinking skills through mathematics Procedia Social and Behavioral Sciences 2 (2010) 3818–3822. www.sciencedirect.com. Retrieved on May 20, 2018 195
Barrie, Simon C. Barrie (2007) A conceptual framework for the teaching and learning of generic graduate attributes, Studies in Higher Education, 32:4, 439-458, DOI: 10.1080/03075070701476100. Retrieved in July 28, 2018. Brink-Budgen, Roy van den (2010). Critical thinking for Students. Published by How to Books Ltd. Spring Hill House, Oxford. UK Cole, David R, Ullman, Jacqueline, Gannon, Susanne, and Paul Rooney (2015) Critical thinking Facione, Peter A. Facione, Noreen C. Facione, and the California Academic Press. 217 La Cruz Ave., Millbrae, CA 94030. 1994. http://www.insightassessment.com/pdf_files/rubric.pdf. Retrieved on August 18, 2018. Fernate, Andra, Svetlana Surikova, DaigaKalnina, and Cristina Sanchez Romero (2009) Research-Based Academic Studies: Promotion of the Quality of Learning Outcomes in Higher Education? Paper presented at the European Conference on Educational Research, University of Vienna, 28 -30 September 2009. Retrieved on October 1, 2018. Greenstein, Laura (2012). Assessing 21st Century Skills. A guide to evaluating mastery and authentic learning. Published by CORWIN. A SAGE Company. Singapore. McLaughlin, Anne Collins and Alicia Ebbitt McGill (2017) Explicitly Teaching Critical Thinking Skills in a History Course. Science & Education. March 2017, Volume 26, Issue 1–2, pp 93–105. Retrieved on July 2, 2018. Reynolds, Lesley-Jane Eales, Brenda Judge, Patrick Jones and Elanine McCreery, 2013.Critical Thinking Skills for Education Students 2nd ed. SAGE Publications. Singapore p.1 Snyder Lisa Gueldenzoph and Mark J. Snyder (2008) Teaching Critical Thinking and Problem Solving Skills. The Delta Pi Epsilon Journal Volume L, No. 2, Spring/Summer, 2008. Wallmann, Harvey and Hoover, Donald L (2012). Research and Critical Thinking: An Important Link for Exercise Science Students Transitioning to Physical Therapy Int J Exerc Sci. 2012; 5(2): 93–96. PMID: 27182378 Published online 2012 Apr 15. Retrieved on July 2, 2018. 196
ISSSM-0381 Mobile-Assisted English Self Study Cara Blythe Phillips Department of Business Administration, Toyo University, Japan E-mail: [email protected] 1. Background Mobile-assisted language learning (MALL) can help supplement or extend language learning beyond the classroom when class time is limited, such as is the case with English courses for non-English-majors at many Japanese universities. When real conversations in English are not possible, apps and websites can provide worthwhile alternatives for English language practice (Beck, 2014). This study looks specifically at students’ self-study options, motivations and preferences in utilizing Smartphone apps and websites for English learning. 2. Methods Surveys were administered to gauge which English learning apps and mobile-friendly websites were used by business administration majors at a Japanese university. The apps and websites were then examined according to the most frequently used (including online dictionaries) and with regard to the students’ English levels, motivations and other explanations written on the surveys by the respondents themselves. The surveys deal with the research questions below: 1. What are the students’ experiences to date using technology for English study? 2. How frequently are the students already using apps and websites for English study? 3. For those that are using them, specifically which apps and websites have they used and why do they use/like them? 4. How motivated (intent) are these students to use English learning apps and websites that the teacher recommended? 5. How motivated are these students to use English learning apps and websites beyond what the teacher recommended? Several teacher-recommended apps/websites were also explained and recommended to the students after the administration of the first survey: Quizlet, Speaking Pal, iKnow!, English Central, and Busuu. These apps and websites were recommended to participants in this study based on the researcher’s positive experience using them with students in the past, in addition to other educators having written about their benefits. For the purpose of this study, the participants’ English levels are referred to as borderline A1/A2 197
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