Journal of Communication and Management NIDA (e-Journal)

Cross-platform rating: Expectations and lessons learned of Thai Digital TV

Ramida Leelapata — Tue, 30 Apr 2024 00:00:00 +0700

Television has reached yet another tipping point in its industry evolution. Driven by the dynamic evolution of internet technology, the transformation provoked by the technological convergence between television broadcast and internet broadband allows for a boundary between traditional, linear television offerings and internet-based online video. One important consideration in this will be the role that traditional broadcasters will play when confronted with new competitors from outside the television industry. When television services changed their business models, TV providers needed a tool for collecting and analyzing data to determine the size and composition of television audiences across platforms. In Thailand, the Association of Digital Television Broadcasting (ADTEB), in collaboration with Nielsen (Thailand), launched the new cross-platform rating system to help establish a better understanding of media consumption trends by combining both online and offline media under one standard rating system with funded support from the telecommunications and broadcasting regulator. The aims of this article were to introduce improvements to the rating survey, methodologies, problems, and lessons that the stakeholders have learned, which the author has collected from work experiences related to the transition process and from being involved in the use of cross-platform rating at an early stage. Incorporating evidence, it was found that the new TV audience ratings purely take the advertisement share and economic interests into account. Under the globalization, this has not yet led to an improvement in content quality and does not directly affect Thai content competition in global markets.

Café Hopping Tourism: The Impact of Memorable Experiences on Recommendations and Return Intentions

Jutarat Junjinda, Jutamas Wongkantarakorn , Thanomsak Suwannoi — Tue, 30 Apr 2024 00:00:00 +0700

The objective of this research was to examine Social Return and Travel Motivation and Memorable Tourism Experience that influence the intention to recommend and revisit coffee shops in Café Hopping Tourism. The study was conducted within an applied research framework based on the theoretical concepts of Memorable Tourism Experience, Travel Motivation, and Social Return.

This research employed a quantitative approach, collecting data from 407 individuals. Quota sampling was used to select participants who had visited coffee shops in the café-hopping format. The sample was segmented based on consumers' age and reasons for visiting coffee shops, enabling the collection of responses to a questionnaire and subsequent data analysis using a structural equation model.

The research findings indicate that social feedback significantly enhances leisure and novelty factors. Social reactions, relationship status, and self-development exhibited statistical significance concerning relaxation and new experiences. Moreover, social reactions, relationship status, and self-development positively influenced the components of memorable tourism experience with statistical significance. Notably, memorable tourism experience had a positive impact on the intention to recommend and revisit, both of which were statistically significant. The significance of this research lies in its ability to validate and confirm the concepts proposed, providing coffee shop business owners with valuable insights to formulate marketing strategies, enhance their businesses, and increase sales by leveraging this information.