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Personal profile


Department of Marketing, School of Business

University of the Thai Chamber of Commerce, Thailand.

Educational background

2010-2016  PhD in Management, Royal Holloway University of London, UK.

2012-2013  Associate Fellow of the Higher Education Academy, UK. 

1996-1998  Master Degree in Business Administration (Marketing), University of the Thai Chamber of Commerce, Thailand.

1989-1992  Bachelor Degree in Science (Mathematics), Burapha University, Thailand.

Research interests

I am interested in understanding various aspects of consumer [tourist] behaviour including motivation, self-image congruence and lifestyle congruence. My PhD thesis developed and tested a model explaining incremental enhancement on tourists’ quality of life in the context of wellness tourism.

I am the recipient of a Highly Commended Award for a co-authored paper entitled “Wellness Tourism: Determinants of Incremental Enhancement of Tourists’ Quality of Life”, presented at the3rd World Research Summit for Tourism and Hospitality (Orlando, USA) – a leading conference in the field of tourism marketing.

I am interested in both quantitative and qualitative research methods. I have expertise in univariate and multivariate statistics, including, correlation, regression, ANOVA, mediation, moderation, bootstrapping, factor analysis, structural equation modelling (SEM), path analysis using partial least squares (PLS), cluster and discriminant analysis. I have advanced knowledge is using SPSS, AMOS, SmartPLS, LISREL and Nvivo softwares


During my time at Royal Holloway, I was involved in the teaching of Quantitative Research Methods (MBA, MSc International Management and MA Marketing), Research Methods (MSc International Supply Chain Management), Marketing Strategy in Context (BSc Management) and Marketing Research (BSc Management). I also teach Business Statistics for the distance learning undergraduate students.


Work Experiences

  • January 2016 – August 2016 

Visiting Lecturer, Center for Professional Studies,
Royal Holloway University of London, UK.

  • May 2012 – August 2016

Online Tutor, Distance Learning BSc Business Administration, 
Royal Holloway University of London,UK.

  • September 2011 – August 2016

Visiting Tutor, School of Management, 
Royal Holloway University of London, UK.

  • July 2006 – May 2008

Associate Dean for Student Affairs, School of Business,
University of the Thai Chamber of Commerce, Thailand.

  •  July 2002 – Present

Lecturer in Marketing, School of Business,
University of the Thai Chamber of Commerce, Thailand.


  • Wellness Tourism
  • Quality of Life
  • Tourism Marketing