Rajapark International Journal

The Influence of Social Media Word-of-Mouth on Tourists’ Intention to Visit Yunnan for Coffee Tourism: The Mediating Role of Attitude

Yi Ouyang — 2025-04-28

This research aimed to study 1) the effects of word-of-mouth on tourists’ behavioral intentions to choose Yunnan as a coffee tourism destination and 2) the mediating role of attitude. The sample was 480 Chinese tourists aged 23-45 from ten major domestic cities (Beijing, Shanghai, Chengdu, Chongqing, Shenzhen, Guangzhou, Hangzhou, Xi’ a Wuhan, and Nanjing) who showed interest in Yunnan coffee tourism. They were selected by a random sampling method through fan communities on social media platforms such as Xiaohongshu and Douyin. The instrument for collecting data was a structured questionnaire consisting of three validated constructs: word-of-mouth, attitude toward Yunnan coffee tourism, and intention to participate in coffee tourism. All items were rated on a five-point Likert scale. The research results were found as follows: 1) on the issue of word-of-mouth, word-of-mouth had a statistically significant positive effect on both tourists’ attitudes and behavioral intentions; 2) on the issue of attitude, attitude toward coffee tourism significantly influenced intention and partially mediated the relationship between word-of-mouth and intention. Findings highlight the importance of social influence and emotional engagement in promoting emerging tourism niches.

Research on the Resilience of Agricultural Product Supply Chains Driven by ESG: Game Theory Models and Coordination Mechanism Design

Guanhui Zheng — 2025-04-28

This research aimed to study 1) the impact pathways of ESG (Environmental, Social, and Governance) practices on agricultural supply chain resilience, 2) the strategic interactions among stakeholders under ESG policies, and 3) the design of coordination mechanisms for enhancing supply chain resilience. The sample was Chinese agricultural supply chain data from 2012 to 2022, collected through government statistical databases, Wind ESG rating systems, and provincial agricultural reports. Data analysis employed descriptive statistics and content analysis. The research revealed that ESG practices significantly enhance supply chain resilience by reducing information asymmetry, alleviating financing constraints, and promoting technological innovation. Government policy guidance and market incentives play crucial roles in this process. The study contributes to the literature by integrating ESG principles with agricultural supply chain resilience, developing a multi-agent dynamic game model, and proposing actionable policy frameworks for sustainable supply chain governance.

Political History of the Democracy Problem in Thailand from 1932 to the Present

Arun Chainit — 2025-04-27

This paper aims to explore the politics and Thai democratic movement. Although Thailand became a democratic country more than 84 years ago (1932), the problems of participation, political conflicts, and political unconsciousness are still clearly seen today. The attempts to bring the top-down into bottom-up democracy became a new approach in the Thai Constitution (2007) and the new Thai Constitution (2016). The Political Development Council and Local Organization Council acts have been established to support people's active involvement. People's participation has also been launched throughout the country. Both the best practices and the drawbacks of people's politics in the political movement toward democracy will be examined in the paper.

Quality Assurance in Education of Thailand

Onanong Tangorn — 2025-04-27

and effectiveness as practiced and researched in education organizations. Some well-trodden ground will be revisited to place contemporary QA in its historical context. There is nothing new about government and other authorities' inspectorial interest in teaching effectiveness. Despite this, terms such as 'quality,' 'quality assurance', and 'management' are still hotly contested, particularly in Higher Education, since the increased focus on 'accountability' over the last three decades. Much overt and covert antagonism is shown towards those responsible for quality –amply demonstrated by letters and occasional articles published in the educational press. However, each institution can also establish a quality assurance system relevant to its context and institution develops its own system. Implementation, audit, and review are based on policymakers within the institution.