Somnuk Aujirapongpan
Biographic Data
| ID | 4441267 |
|---|---|
| NAME | Somnuk Aujirapongpan |
| GIVEN NAMES | Somnuk |
| FAMILY NAME | Aujirapongpan |
| SIGNATURE | AUJIRAPONGPAN S |
| AFFILIATIONS | Silpakorn University |
| ORCID | 0000-0001-6275-9053 |
| VERIFIED | Yes |
| TOTAL WORKS | 10 |
| TOTAL CITATIONS | 3 |
| AUTHOR COUNT | 10 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 2024 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 1 |
Negative publicity, risk perception, and visitor readiness
The psychological components guiding tourists’ perceptions towards potentially threatening destinations are central to travel sustainability. In the literature, negative destination publicity is regarded as one of the most powerful risk cues that reduces travel willingness. However, the interaction between negative publicity and psychological factors such as perceived risk, perceived danger, and sensation seeking in shaping readiness to visit a g…
Pedagogically Mediated AI Use in Higher Education for Business-Oriented EFL Writing Performance and Student Experience
Aim. Despite growing interest in AI-assisted writing, empirical research rarely examines how pedagogically mediated AI use shapes both learning outcomes and student experience in business-oriented EFL writing within higher education. Thus, this studyinvestigates the design and implementation of an AI-mediated writing pedagogy in higher education, focusing on its impact on students’ academic performance and learning experience. Five artificial int…
Cognitive and emotional dynamics of artificial intelligence-assisted English learning
Artificial intelligence (AI) tools have become increasingly integrated into university-level English learning, yet their pedagogical role within input-based instruction and English-medium education remains insufficiently understood. This mixed-methods study examines how first-year students in a Thai higher education institution use AI applications to support English learning, how they emotionally experience AI-assisted learning, and how the frequ…
Transforming historical literacy into sustainable cultural tourism behavior
This study aims to elucidate the mechanisms linking Historical Literacy (HIL), Social Thinking Skill (STS), and Critical Thinking Skill (CRT) to Sustainable Cultural Tourism Behavior (SCB) among Thai Generation Z students in tourism and hospitality programs. The research adopts the Theory of Planned Behavior (TPB) as an explanatory framework, together with cognitive development concepts to systemically explain the transition “from knowing to acti…
Eco-friendly souvenirs as a catalyst for sustainable tourism
Most studies on green consumption and sustainable tourism deal mainly with the initial purchase intention of tourists. There is however a lack of studies on continuance intention especially in the context of tourism that involves sporadic and symbolic consumption behaviors. Moreover, the integrated impact of emotional, motivational and attitudinal variables on repeat purchase behaviors in the context of sustainable tourism still need further inve…
Fostering future-ready professionals
This study examines the relationship between soft skills, hospitality internship practices, and hospitality employability skills among Generation Z hospitality students in Thailand. The findings underscore the significant role of soft skills such as communication, teamwork, and problem-solving in enhancing employability within the hospitality industry. Additionally, internships serve as a critical bridge between theoretical knowledge and practica…
Developing social entrepreneurial capability in Thai community enterprises
The aim of this article is to examine the relationships and influences of intellectual capital, creating shared value, and organizational agility on social entrepreneurial capacity and sustainable organizational performance. It also aims to provide guidelines for enhancing social entrepreneurial capabilities and fostering sustainability from these perspectives. A survey was conducted using a questionnaire with 400 community enterprises registered…
Bridging theory and practice
As Thailand's tourism and hospitality sector evolves, Generation Z students represent a critical workforce segment whose success depends heavily on strong social skills such as communication, teamwork, and conflict resolution. Yet, limited research has examined how educational practices cultivate these competencies within the Thai context. To address this gap, this study investigates the relationships among curricular activities participation, em…
Shaping sustainable tourism behavior among elderly tourists
Unlocking accounting student success
This quantitative study addressed a notable research gap by investigating the interplay between student activity participation, social skills, and emotional maturity among accounting students in Thailand, with a specific focus on internships. Before this research, scholarly inquiries into these interconnected factors were scarce. Drawing upon a comprehensive literature review, six hypotheses were formulated and tested using a Likert scale survey …
Unlocking accounting student success
This quantitative study addressed a notable research gap by investigating the interplay between student activity participation, social skills, and emotional maturity among accounting students in Thailand, with a specific focus on internships. Before this research, scholarly inquiries into these interconnected factors were scarce. Drawing upon a comprehensive literature review, six hypotheses were formulated and tested using a Likert scale survey …
Fostering future-ready professionals
This study examines the relationship between soft skills, hospitality internship practices, and hospitality employability skills among Generation Z hospitality students in Thailand. The findings underscore the significant role of soft skills such as communication, teamwork, and problem-solving in enhancing employability within the hospitality industry. Additionally, internships serve as a critical bridge between theoretical knowledge and practica…
Developing social entrepreneurial capability in Thai community enterprises
The aim of this article is to examine the relationships and influences of intellectual capital, creating shared value, and organizational agility on social entrepreneurial capacity and sustainable organizational performance. It also aims to provide guidelines for enhancing social entrepreneurial capabilities and fostering sustainability from these perspectives. A survey was conducted using a questionnaire with 400 community enterprises registered…
Bridging theory and practice
As Thailand's tourism and hospitality sector evolves, Generation Z students represent a critical workforce segment whose success depends heavily on strong social skills such as communication, teamwork, and conflict resolution. Yet, limited research has examined how educational practices cultivate these competencies within the Thai context. To address this gap, this study investigates the relationships among curricular activities participation, em…
Shaping sustainable tourism behavior among elderly tourists
Negative publicity, risk perception, and visitor readiness
The psychological components guiding tourists’ perceptions towards potentially threatening destinations are central to travel sustainability. In the literature, negative destination publicity is regarded as one of the most powerful risk cues that reduces travel willingness. However, the interaction between negative publicity and psychological factors such as perceived risk, perceived danger, and sensation seeking in shaping readiness to visit a g…
Pedagogically Mediated AI Use in Higher Education for Business-Oriented EFL Writing Performance and Student Experience
Aim. Despite growing interest in AI-assisted writing, empirical research rarely examines how pedagogically mediated AI use shapes both learning outcomes and student experience in business-oriented EFL writing within higher education. Thus, this studyinvestigates the design and implementation of an AI-mediated writing pedagogy in higher education, focusing on its impact on students’ academic performance and learning experience. Five artificial int…
Cognitive and emotional dynamics of artificial intelligence-assisted English learning
Artificial intelligence (AI) tools have become increasingly integrated into university-level English learning, yet their pedagogical role within input-based instruction and English-medium education remains insufficiently understood. This mixed-methods study examines how first-year students in a Thai higher education institution use AI applications to support English learning, how they emotionally experience AI-assisted learning, and how the frequ…
Transforming historical literacy into sustainable cultural tourism behavior
This study aims to elucidate the mechanisms linking Historical Literacy (HIL), Social Thinking Skill (STS), and Critical Thinking Skill (CRT) to Sustainable Cultural Tourism Behavior (SCB) among Thai Generation Z students in tourism and hospitality programs. The research adopts the Theory of Planned Behavior (TPB) as an explanatory framework, together with cognitive development concepts to systemically explain the transition “from knowing to acti…
Eco-friendly souvenirs as a catalyst for sustainable tourism
Most studies on green consumption and sustainable tourism deal mainly with the initial purchase intention of tourists. There is however a lack of studies on continuance intention especially in the context of tourism that involves sporadic and symbolic consumption behaviors. Moreover, the integrated impact of emotional, motivational and attitudinal variables on repeat purchase behaviors in the context of sustainable tourism still need further inve…
Diverse Aspects of Tourism Research (4 works) · Tourism (4 works) · Business (3 works) · Higher Education and Employability (3 works) · Hospitality and Tourism Education (3 works) · Human Resource and Talent Management (3 works) · Psychology (3 works) · Sustainability (3 works) · Curriculum (2 works) · Emotional intelligence (2 works)