ABAC Journal

Mapping Research Trends in Tourism, Marketing, and Business Management: A Bibliometric Analysis and Field Review with ABAC Journal’s Position

Sutthisan Chumwichan, Absorn Meesing — Fri, 05 Sep 2025 00:00:00 +0000

This study aims to analyze research trends and thematic developments in the field of tourism, marketing, and business management, from 2021 to 2024, and to evaluate the ABAC Journal’s thematic alignment and research positioning within these fields using global trends as a benchmark. A bibliometric analysis of 365,942 Scopus-indexed publications was conducted using keyword co-occurrence mapping and Louvain clustering, with cosine similarity applied to refine thematic classification. A total of 297 articles were selected for qualitative interpretation to deepen content understanding. The results reveal four widely shared research directions across the three fields, including (1) Sustainability, (2) Psychology and Behavior, (3) AI, Digital Strategy, and Customer Experience, and (4) COVID-19 and Risk Management. In addition, each field features a unique thematic area: Leisure, Well-being, and Social Dynamics in tourism; Brand Equity, Consumer Trust, and Digital Engagement in marketing; and Governance, Public Policy, and Institutional Development in business management. The ABAC Journal, while highlighting a practical focus especially within Southeast Asia, contributes across all thematic areas in tourism, marketing, and business management. It demonstrates strong proportions and citation performance in Psychology and Behavior, particularly in marketing and tourism. Although topics related to AI, Digital Strategy, and Customer Experience, as well as Sustainability in marketing, receive high citation impact, they remain underrepresented by volume. By comparison, engagement with Sustainability, especially in tourism, appears disproportionately high relative to its citation impact. The overall findings of this study suggest that the ABAC Journal, along with other journals of similar scope, should strengthen engagement with emerging areas such as digital innovation, AI applications, and customer experience, while continuing to prioritize sustainability-related themes as an enduring focus in contemporary research.

Improving Credit Decision Through Machine Learning and Alternative Data: Evidence from NBFIS

Jinnajate Achalapong, Manit Satitsamitpong — Wed, 17 Sep 2025 00:00:00 +0000

Non-banking financial institutions (NBFIs) often struggle to make accurate credit decisions, especially for customers with insufficient traditional credit histories. Conventional models, such as logistic regression, primarily depend on credit bureau data and fail to capture the full credit potential of underserved populations—thereby hindering business expansion and financial inclusion. This study investigates how NBFIs can enhance credit decision-making by applying advanced machine learning techniques—namely XGBoost and neural networks—alongside alternative data sources, including mobile phone usage patterns, utility bill payments, and social media activity. Utilizing a real-world dataset of over 300,000 individuals, the findings demonstrate that machine learning models significantly outperform traditional approaches, particularly when alternative data is incorporated. These improvements lead to more precise risk classification, enabling institutions to reduce default rates, expand lending to previously overlooked borrowers, and improve portfolio profitability. In addition, the study addresses critical ethical and privacy considerations surrounding alternative data use. The results provide actionable insights for NBFIs aiming to adopt data-driven credit strategies that balance predictive power with responsible data governance—ultimately enhancing credit operations and promoting inclusive growth.

Corporate Governance, Capital Investments, Profitability and Firm Value: A Case Study of Thailand During the Covid-19 Pandemic

Mon, 15 Sep 2025 00:00:00 +0000

This study investigates the moderating effect of corporate governance on the negative impact of the COVID-19 pandemic on profitability and firm valuation in Thailand. Similar to previous studies, it is documented that COVID-19 negatively affects both firm profitability and firm value. The results, based on ordinary least squares (OLS) regression analysis, show that capital investments were able to mitigate the adverse effects of the COVID-19 pandemic on firm profitability. In contrast, capital investments worsen the negative impact of COVID-19 on firm value, as measured by Tobin’s q. For companies with good quality of corporate governance practices, however, capital investments show a positive relationship with firm value during the pandemic. These results highlight the benefits of good corporate governance during an economic crisis in an emerging market.

Drivers of Digitalization and Its Impact on Organizational Resilience in Thailand’s Top Department Stores

Rawin Vongurai — Wed, 17 Sep 2025 00:00:00 +0000

This study investigates the key drivers of digitalization and the impacts of digitalization on organizational resilience among Thailand’s top department stores. Targeting mid- to senior-level managers, IT professionals, and operational executives, the study involved collection of data from a sample of 400 respondents using purposive and quota sampling techniques. A pilot test with 40 participants was utilized to ensure the reliability of the questionnaire through Item-Objective Congruence (IOC) and Cronbach’s Alpha analysis. Data were analyzed using Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM). The findings reveal that innovation (β = 0.189, p < .001), human capital (β = 0.519, p < .001), and infrastructure and technology (β = 0.334, p < .001), significantly drive digitalization, while business model adaptation did not show a significant effect (β = 0.057, p = .313). Furthermore, digitalization was shown to have a strong influence on organizational resilience (β = 0.863, p < .001). These results highlight the critical role of investment in human capital, fostering innovation and enhancing technological infrastructure, to accelerate digital transformation and build resilience in a rapidly changing retail environment. The study offers practical insights for department store leaders seeking to strengthen their digital capabilities and adapt effectively to market disruptions.