Journal of Social Science and Cultural

THE SITUATION, PROBLEMS, AND NEEDS IN DEVELOPING FINANCIAL LITERACY THROUGH COMMUNITY-BASED APPROACHES AMONG MUSLIM YOUTH AT THE LEARNING PROMOTION CENTERIN SAI BURI DISTRICT, PATTANI PROVINCE

2025-12-29T20:10:00+07:00

This research aimed to qualitative research article. It aims to study the situation, problems, and needs in developing financial literacy by the community for Muslim youth in the Sai Buri District Learning Promotion Center, Pattani Province. The population used in the research is administrators, teachers, academics, parents, communities/community leaders, religious leaders, alumni, and students in the Sai Buri District Learning Promotion Center, totaling 34 people, by semi-structured interview method. The quality of the research instrument was evaluated by three experts, and the Index of Item-Objective Congruence (IOC) was 0.80 The findings reveal three major themes. Situation: Muslim youth demonstrate limited financial knowledge, especially regarding Islamic financial concepts. Many youths lack awareness of financial planning, are influenced by consumerist values from media and peers, and exhibit behaviors such as impulsive spending, insufficient saving discipline, and vulnerability to online loan schemes. Problems: Challenges include the absence of integrated curricula that combine financial knowledge with Islamic teachings, inadequate family and community role models, and risky financial attitudes and behaviors such as unplanned borrowing and prioritizing consumption over savings. Structural limitations at learning centers, such as insufficient resources and lack of trained personnel in Islamic finance, further hinder financial literacy development. Needs: Youth express the need for financial knowledge aligned with Islamic principles and local lifestyles, development of positive financial attitudes grounded in religious virtues such as honesty, moderation, and sufficiency, and learning activities that involve hands-on community-based activities connected to religious practices and cultural traditions. These needs reflect a desire for practical learning experiences that can strengthen sustainable financial behavior.

THAI TOURIST SATISFACTION TOWARD MARKETING MIX OF KHIRIWONG COMMUNITY, NAKHON SI THAMMARAT PROVINCE

2026-01-30T21:38:01+07:00

This research aims to study Thai tourist satisfaction toward service marketing mix of Khiriwong Community located in Lansaka district, Nakhon Si Thammarat Province and to compare differences in tourist satisfaction based on personal factors. Quantitative research was employed. The sample consisted of 400 Thai tourists who had previously visited Khiriwong Community. Convenience sampling was employed, and data were collected using a questionnaire. Descriptive statistics, including frequency, percentage, mean, and standard deviation, were employed for data analysis, along with inferential statistics such as the t-test, one-way ANOVA. Overall, consumers’ tourist satisfaction toward service marketing mix across seven dimensions were rated high (mean = 3.68, S.D. = 0.63). Specifically, the highest-rated dimension was product (mean = 3.77, S.D. = 0.71). Hypothesis testing revealed statistically significant differences in tourist satisfaction toward service marketing mix at the 0.05 level (p ≤ .05) among tourists of different gender, ages, education levels, occupations, and income levels. The results of this study may guide business people for customer segmentation with different personal factor criteria and formulate their service marketing strategies to reach the right target for higher tourist satisfaction. This will result in repeated visit and customer loyalty.

A STUDY OF THE COMPONENTS OF ENTREPRENEURIAL LEADERSHIP OF PRIVATE VOCATIONAL EDUCATION ADMINISTRATORS IN NORTHEASTERN THAILAND

2026-01-30T21:34:33+07:00

This research aimed to study the components of entrepreneurial leadership of private vocational education administrators in Northeastern Thailand. A mixed methods research approach was employed and conducted in three phases. Phase 1 involved a review of concepts, theories, documents, and related research from 12 sources in order to synthesize a conceptual framework for determining the entrepreneurial leadership components of private vocational education administrators in Northeastern Thailand. Phase 2 consisted of interviews with five experts, including scholars in educational administration and private vocational education administrators, as well as a case study of one outstanding private vocational institution. The informants in this phase included administrators, deputy administrators, and teachers, totaling seven participants, to confirm the appropriateness, comprehensiveness, and congruence of the synthesized components. Phase 3 focused on evaluating the appropriateness of the entrepreneurial leadership components of private vocational education administrators in Northeastern Thailand by five experts in educational administration and private vocational education administration. The research instruments included a document synthesis form, an interview guide, and a five-point rating scale questionnaire. Data were analyzed using basic descriptive statistics, including mean, percentage, and standard deviation. The results of document synthesis revealed that the entrepreneurial leadership of private vocational education administrators in Northeastern Thailand comprised five core components: 1) Vision, 2) Risk-taking, 3) Innovation, 4) proactiveness, and 5) Creativity. The findings from expert interviews and the case study of an outstanding private vocational institution indicated a very high level of agreement regarding these components. Overall, the appropriateness of the entrepreneurial leadership components was rated at the highest level ( = 4.68, S.D. = 0.44).

DIGITAL MARKETING STRATEGY ACCEPTANCE AND ORGANIC FERTILIZER PURCHASE BEHAVIOR AMONG ORGANIC FARMERS IN CENTRAL THAILAND

2026-02-03T13:47:47+07:00

This research article aimed: 1) To analyze the factors influencing digital marketing strategy acceptance among organic farmers in Central Thailand; 2) To examine the serial mediation mechanism from digital marketing strategy acceptance to actual organic fertilizer purchasing behavior through attitude and purchase intention; and 3) To investigate the moderating roles of contextual factors on the relationship between purchase intention and actual purchasing behavior. A mixed-methods research design was employed. The quantitative sample consisted of 400 organic farmers, selected through multi-stage stratified random sampling across eight provinces in Central Thailand. Qualitative data were collected from 12 key informants through purposive sampling. Data were analyzed using Structural Equation Modeling (SEM), serial mediation analysis via the bootstrap method, moderation analysis, and thematic analysis. The findings revealed that: 1) The factors influencing acceptance, in descending order, were digital literacy (β = 0.29), organic fertilizer product knowledge (β = 0.23), technology accessibility (β = 0.20), social influence (β = 0.18), and trust (β = 0.14), while perceived risk exhibited a negative influence (β = −0.11); 2) The serial mediation mechanism demonstrated a significant indirect effect of 0.08 (95% CI [0.048, 0.116]), confirming the pathway from acceptance through attitude and purchase intention to actual purchasing behavior; and 3) Community influence (β = 0.19) exhibited a stronger moderating effect than government support (β = 0.16), reflecting the collectivist culture of Thai society. The theoretical contribution is the F-A-R-M Model (Foundation-Appraisal & Acceptance-Readiness-Moderated Behavior), an integrative framework explaining the process from digital marketing strategy acceptance to organic fertilizer purchasing behavior. The findings offer practical implications for developing digital marketing strategies for agribusiness enterprises and formulating policies to promote organic agriculture.

THE DEVELOPMENT OF A HOLISTIC ELDERLY CARE MODEL THROUGH COLLABORATION BETWEEN THE PUBLIC AND PRIVATE SECTORS

2026-01-25T10:22:26+07:00

This study aimed to 1) Examine key policies related to elderly care 2) Explore problems, barriers, and limitations affecting the development of a holistic elderly care model in Lampang Province 3) Investigate a health development approach based on Pender’s Model for the local context and 4) Develop a holistic elderly care model through collaboration between the public and private sectors. A qualitative research approach was employed. The findings revealed that key policies related to elderly care include the United Nations frameworks, Thailand’s 20-Year National Strategy, the 13th National Economic and Social Development Plan and government policies. However, Lampang Province continues to face significant challenges, including limited resources, budget constraints, shortages of specialized personnel, inadequate age-friendly infrastructure, insufficient understanding and support from families and communities, as well as barriers to accessing health services and social welfare. Based on the application of Pender’s Model, the researchers developed the “MIND-FIRST Model,” consisting of nine components: Mental Wellness Priority, Individual Empowerment, Nurturing Meaningful Activities, Dignity Preservation, Financial Security Support, Income and Resource Management, Risk Protection Mechanisms, Sustainable Support Systems, and Thriving Environment. Mental well-being was identified as the core dimension, supported by integrated collaboration among the public sector, private sector, community, and family. The developed model was found to be responsive to the local context of Lampang Province and has the potential to be applied in other rural areas of Thailand to sustainably enhance the quality of life of older adults.

ACTIVITY MODELS TO DEVELOP QUALITY OF LIFE AN ELDERLY AT HAT KRAD CHUAN CHUEN SCHOOL, HAT KRAD SUBDISTRICT, MUEANG DISTRICT, UTTARADIT PROVINCE

2026-02-03T16:06:02+07:00

This mixed-methods study aimed to 1) Examine the activities for improving the quality of life of elderly people in senior citizen schools, and 2) Study the quality of life of elderly people in senior citizen schools in Hat Kruat Subdistrict, Mueang District, Uttaradit Province. A purposive sampling method was used to select 12 individuals involved in the operation of the senior citizen school and 155 elderly people attending the school. In-depth interviews and the short version of the World Health Organization's Quality of Life Questionnaire (Thai version) were used. Content validity and reliability of the interview questionnaire were checked (reliability coefficient 0.83). Qualitative data were analyzed using an inductive method. Quantitative data was collected using descriptive statistics, and the reliability of the instrument was determined using Cronbach's alpha coefficient, yielding a value of 0.89. The study found that the Hat Kruat Chuan Chuen Senior Citizen School organized its teaching and learning in collaboration with the network of Hat Kruat Subdistrict and Mueang Uttaradit District, following the Senior Citizen School curriculum of the Department of Elderly Affairs in 4 areas: 1) Social Studies, 2) Health, 3) Economics, and 4) Environment, Life Skills, Vocational Skills, and Academics, covering physical, mental, social, and spiritual aspects. Activities were held every Wednesday of the 1st and 3rd week of the month for 5 months, and the results showed an improvement in the quality of life. Overall, all four aspects were at a good level, ranked in descending order of mean scores: mental (M = 4.89, S.D. = 0.32), physical (M = 4.8, S.D. = 0.34), social relationships (M = 4.77, S.D. = 0.44), and personal environment (M = 4.75, S.D. = 0.46). Based on these findings, those involved in elderly healthcare can apply the quality of life improvement activity model to elderly groups in all areas to promote and develop a sustainable quality of life for the elderly.

DEVELOPING THE CAPACITY OF PUBLIC SECTOR PERSONNEL IN THAILAND’S SOUTHERN BORDER PROVINCES IN THE MODERN ERA: CONCEPTS AND MODELS FOR MULTICULTURAL SOCIAL GOVERNANCE

2026-01-09T15:49:51+07:00

This research aims to: 1) Examine the needs, constraints, and essential competencies of public sector personnel working in Thailand’s southern border provinces within a multicultural social context; and 2) Explore appropriate approaches for developing cultural skills, strengthening state-community relations, and promoting public participation in ways that are consistent with the local context of the southern border area. This region is characterized by religious, cultural, and linguistic diversity, as well as distinctive historical and social conditions that significantly influence the practices and performance of public sector personnel. This study employed a qualitative research methodology. Data were collected through in-depth interviews, focus group discussions, and a needs assessment involving 30 key stakeholders, including government officials, local leaders, and religious leaders from Pattani, Yala, and Narathiwat provinces. The data provided in-depth insights into work experiences, challenges, constraints, and expectations regarding the capacity development of public sector personnel operating in multicultural settings. The findings propose the 3C Model (Competence-Connection-Co-Creation) as a framework for enhancing the capacity of public sector personnel. The model consists of three key components: 1) Cultural competence, which emphasizes the development of knowledge, understanding, and respect for cultural diversity; 2) Connection, focusing on building relationships and trust between the state and local communities through culturally sensitive communication; and 3) Co-creation, which promotes collaborative engagement between public institutions and communities in designing policies and activities that are appropriate to the local context. The study highlights that capacity development for public sector personnel should shift from a purely technical training approach toward experiential learning and community-based learning, in order to enhance cultural awareness and support more effective and sustainable public service practices in the culturally diverse southern border provinces of Thailand.

THE REPUTATION OF MONKS FOR THEIR CONTRIBUTIONS AND IMPACT IN THE MONASTIC CIRCLE

2026-02-05T22:17:09+07:00

This study aims to explain and analyze the fame of monks and its contributions and impacts on the monastic community and Thai society. The research employs a qualitative methodology, beginning with a preliminary exploratory survey to facilitate the selection of five key informants. These informants consisted of monks and relevant individuals who have direct roles or experience related to the phenomenon of monastic fame. Data were collected from primary and secondary documentary sources, along with in-depth interviews as the principal data collection method. The data were analyzed using content analysis within a descriptive-analytical framework in order to systematically reflect the overall picture of the phenomenon. The findings indicate that monks’ fame functions as a double-edged sword, producing both constructive contributions and potential negative impacts on temples and Buddhism. In terms of contributions, 1) Prominent monks can expand the dissemination of Dhamma through modern media, reaching a wider audience, especially younger generations; 2) They inspire the public to develop faith and commitment to virtuous actions; 3) They enhance the contemporary and socially relevant image of Buddhism; and 4) They encourage public participation in temple activities, merit-making, and religious engagement, thereby reinforcing the role of the monastic institution as a key social institution and preserving cultural heritage. However, the study also found that fame can lead to negative consequences if monks behave inappropriately or act against the Vinaya and monastic code. These include 1) Undermining the roles, responsibilities, and credibility of monks, and 2) Diminishing public faith in the monastic institution and Buddhism as a whole. This reflects the importance of the public image and ethical conduct of prominent monks in influencing society comprehensively.

LEGAL MEASURES FOR REGULATING THE SALE OF GOODS IN PUBLIC PLACES AND PUBLIC WAYS IN MUEANG SONGKHLA

2026-02-05T22:22:43+07:00

This research aims to: 1) Examine the theories, concepts, and legal frameworks governing the regulation of vending in public spaces under the authority of Songkhla City Municipality; 2) Analyze the practical problems and obstacles in law enforcement; 3) Conduct a comparative study of legal measures with those of the Republic of Singapore; and 4) Propose systematic policy recommendations for improving municipal ordinances and local enforcement mechanisms. The study adopts a qualitative research methodology, employing doctrinal legal analysis alongside contextual spatial analysis. Relevant national statutes and municipal ordinances were examined, and in-depth interviews were conducted with thirteen purposively selected key informants, including one mayor, two municipal public health officers, two municipal enforcement officers, two provincial public health officials, two vendors, two traffic police officers, and two affected residents. Singapore was selected as a comparative case study due to its unified and highly effective legal regulatory framework. The findings reveal that in the spatially constrained context of Songkhla’s historic urban area-particularly along Rajyindee Road 1, where more than 100 vendors operate-law enforcement faces significant challenges. These include the absence of an integrated coordination mechanism among state agencies and civil stakeholders, an insufficient number of officials responsible for maintaining sanitation standards, and limitations in sanction enforcement. Consequently, the regulation of public space and sanitation standards has been implemented inconsistently. In contrast, Singapore employs a structured hygiene grading system and a demerit point mechanism to ensure regulatory compliance. The study therefore proposes the development of an integrated municipal regulatory framework, incorporating inter-agency committees, administrative sanctions, a demerit point system, and incentive-based compliance measures. These reforms aim to enhance enforcement effectiveness while ensuring that regulatory measures remain responsive to the specific socio-economic context of Songkhla City Municipality.

TEAMWORK AND ORGANIZATIONAL CULTURE AFFECTING EMPLOYEE WORK MOTIVATION IN PRIVATE COMPANIES IN NAKHON SI THAMMARAT PROVINCE

2026-01-07T12:12:40+07:00

This research article aimed 1) To examine the influence of teamwork on the work motivation of employees in private companies in Nakhon Si Thammarat Province, and 2) To investigate the influence of organizational culture on the work motivation of employees in private companies in Nakhon Si Thammarat Province. The research employed a quantitative research approach. Data were collected using an online questionnaire administered to a sample of 385 employees from private companies in Nakhon Si Thammarat Province, selected through convenience sampling. The statistical techniques used for data analysis included frequency, percentage, mean, standard deviation, and multiple regression analysis. 1) The results revealed that teamwork factors had a statistically significant effect on employees’ work motivation at the 0.05 level. Specifically, three dimensions of teamwork-team leadership, team members, and team management-were found to significantly influence employees’ work motivation. 2) In addition, organizational culture factors were found to significantly affect employees’ work motivation at the 0.05 level. Among the dimensions of organizational culture, achievement-oriented culture and bureaucratic culture were identified as significant predictors of employees’ work motivation. The correlation coefficient among the independent variables (R) was 0.79. The model was able to explain the variance in employees’ work motivation in private companies (R² = 0.78), and the results were statistically significant at the 0.05 level. The findings of this study highlight the importance of internal organizational management, particularly the promotion of effective teamwork alongside the development of organizational culture. These factors contribute to enhancing employees’ work motivation and can be applied as guidelines for formulating corporate policies and strategies.

THE DEVELOPMENT OF SOCIAL WELL-BEING OF THE ELDERLY BY THE ACTIVE AGEING LEADERSHIP NETWORK PROCESS IN THE AREA OF MUANG CHUM SUB-DISTRICT, THA MUANG DISTRICT, KANCHANABURI PROVINCE

2026-02-02T22:05:07+07:00

The objectives of this mixed-methods research were: 1) To examine the situation of social well-being among elderly and the roles of active aging network leaders; 2) To develop guidelines for enhancing the social well-being of elderly; and 3) To investigate the outcomes of social well-being development among elderly. The research was conducted in three phases. Phase 1 focused on studying the social well-being situation of elderly and the roles of active aging network leaders. Phase 2 involved the development of guidelines for enhancing social well-being among elderly. Phase 3 examined the outcomes of implementing the developed guidelines. The study population consisted of 1,038 elderly residing in the study area. The samples included: 300 elderly selected by simple random sampling in Phase 1; 22 key informants selected by purposive sampling in Phase 2; and 150 elderly selected by purposive sampling in Phase 3 The research instruments comprised 1) An in-depth interview guide and 2) A social well-being assessment questionnaire for elderly. Data were analyzed using descriptive statistics, including percentage, mean, and standard deviation, as well as content analysis for qualitative data. The results revealed that: 1) The overall level of social well-being among elderly and the roles of active aging network leaders were at a moderate level ( = 2.80, S.D. = 0.83); 2) The guidelines for enhancing social well-being consisted of: 2.1) Strengthening the roles of active aging network leaders, 2.2) Developing social well-being promotion activities aligned with the context of elderly, and 2.3) Fostering collaborative networks among leaders, families, and communities; and 3) Elderly demonstrated a significant improvement in social well-being after the intervention, at a high level ( = 3.51, S.D. = 0.38), particularly in family and social interactions, participation in beneficial activities, and self-worth perception. The findings can be utilized as practical guidelines for promoting social well-being among elderly at the community level through collaboration with relevant network partners.

STRATEGIC MANAGEMENT OF BRAND COMMUNICATION OF COMMUNITY ENTERPRISES THROUGH FACEBOOK LIVE STREAMING

2026-01-21T21:02:36+07:00

This article aimed to 1) Analyze the brand communication management strategies of community enterprises through Facebook Live broadcasts; 2) Investigate consumer behavior in Facebook Live engagement for purchasing community enterprise brand products and 3) Develop a strategic model for brand communication management of community enterprises via Facebook Live. A mixed-methods approach was employed. Qualitative data were collected from interviews with 11 entrepreneurs and experts, analyzed using content analysis to synthesize components of the CB-FBL model. Quantitative data were obtained from 400 consumers in the eastern region, analyzed with descriptive statistics such as percentages, means, and standard deviations, and inferential statistics including t-tests, ANOVA, and multiple regression to explore relationships among credibility, interactive engagement, and promotional factors influencing purchase decisions. Structural Equation Modeling (SEM) was further applied to validate the model’s fit with empirical data. The findings reveal that brand communication through Facebook Live plays a crucial role in building awareness and trust in community brand products. Key factors affecting purchase decisions include the credibility of the broadcaster, interactive participation, and promotional offers during live sessions. Consumer viewing behavior was significantly associated with online media usage frequency and value-driven motivation (p < .01) These results led to the development of the CB-FBL Model (Community Branding through Facebook Live), a strategic framework emphasizing consumer relationship-building, credible content, participatory experiences, and real-time purchase stimulation. The model can be applied to enhance digital marketing strategies of community enterprises and serve as a prototype for other local businesses seeking to leverage social media to strengthen economic sustainability.

BEHAVIOR AND INTENTION OF TOURISTS IN COMMUNITY TOURISM FOLLOWING THE MOTTO OF SONGKHLA PROVINCE

2026-02-04T22:54:14+07:00

This research aimed to 1) Study the level of tourist intention behavior, tourist happiness, value received, and experience from community tourism following the motto of Songkhla Province, and 2) Study the factors that influence tourist happiness, worth received, and tourism experience in relation to tourist intention behavior in community tourism following the motto of Songkhla Province. The sample group consisted of 400 Thai tourists aged 15 years and older who visited communities following the motto of Songkhla Province. Data was collected using questionnaires. Data analysis was performed using statistical software, including descriptive statistics, mean, standard deviation, Pearson correlation coefficient, and stepwise multiple regression analysis. The research findings showed that 1) The overall behavior, intended behavior, tourist happiness, value received, and tourism experience of tourists' intention to participate in community tourism following the Songkhla province motto was at a high level ( = 3.74, S.D. = 0.68). When considered individually, tourists' intention behavior was high level in all aspects, including recommending and spreading the word ( = 3.83) and repeating their visit ( = 3.65). 2) The relationship between all predictor variables and the criterion variable was statistically significant at the .01 level, with values ranging from .578 to .749. and 3) Data analysis using multiple regression analysis revealed that the three factors influencing tourists' intention behavior in community tourism, following the motto of Songkhla province, were tourist happiness, value received, and tourism experience. The multiple regression coefficient (R) was .841, and the predictive power was 70.8%.

THE 21ST-CENTURY ADMINISTRATIVE SKILLS OF SCHOOL ADMINISTRATORS UNDER SECONDARY EDUCATIONAL SERVICE AREA OFFICE SONGKLA SATUN

2026-01-21T20:59:27+07:00

The purposes of this research were to: 1) Study the 21st-century administrative skills of school administrators and 2) Compare these management skills under Secondary Educational Service Area Office Songkla Satun based on educational qualification, work experience, and school size. The research scope comprises five key dimensions. This study is a quantitative research study. This research population consisted of 2,868 civil servant teachers under the Songkhla Satun Secondary Educational Service Area Office in the 2025 academic year from 53 school, with a sample of 338 civil servant teachers. The sample size was determined using the Krejcie and Morgan table. Stratified sampling based on school size was employed, followed by simple random sampling using the lottery method. The research instrument was a 50-item questionnaire with a 5-point Likert scale. The statistical analyses employed included percentages, mean, standard deviation, t-test, and F-test Data were analyzed using one-way analysis of variance (One-way ANOVA). The results of the study revealed that 1) The overall 21st-century administrative skills of school administrators under Secondary Educational Service Area Office Songkla Satun were at a high level ( = 3.89, S.D. = 0.15). Communication skills had the highest mean score ( = 3.98, S.D. = 0.35), followed by teamwork skills ( = 3.91, S.D. = 0.40), digital technology skills ( = 3.89, S.D. = 0.31), and analytical and creative thinking skills ( = 3.88, S.D. = 0.33). Interpersonal skills had the lowest mean score ( = 3.87, S.D. = 0.33). and 2) Comparisons of these skills across gender, age, educational qualification, work experience, and school size showed no significant differences.

OUTCOME-BASED LEARNING FRAMEWORK FOR REAL-WORLD COMPETENCY IN THE SOFTWARE INDUSTRY

2026-02-05T22:20:22+07:00

This research aims to: 1) Study the essential competencies for software tester positions; 2) Develop an Outcome-Based Learning (OBL) and performance assessment framework; and 3) Propose guidelines for applying the framework in higher education curriculum development. By integrating the principles of Outcome-Based Education (OBE), Competency-Based Education (CBE), and Work-Integrated Learning (WIL), the research process involved job-based competency and gap analyses in collaboration with software industry partners. The research instruments were validated by experts for content validity and demonstrated high reliability (Cronbach’s Alpha = 0.97). The sample consisted of 50 computer science students practicing as software testers. Data collection employed authentic assessment using quality criteria (rubrics) with parallel evaluations conducted by both students and workplace supervisors. The findings identified six essential competency domains: Technical competency, Analytical thinking, Professional and real-world practice, Digital and tool usage, Soft skills and ethics, and integrated outcomes. The effectiveness of the framework was evidenced by a post-practice competency average of 85% and an immediate employment rate of 80% among participants. This framework serves as a systematic mechanism that effectively aligns learning design with real-world performance, bridging competency gaps and elevating graduate quality. Recommendations suggest that higher education institutions should utilize these six competency domains as a foundation for developing competency-based curricula and professional courses in collaboration with industry partners to ensure graduates possess professional workplace readiness and can adapt to future technological changes.

STUDY OF THE THONG YOH SNACK STANDARD RECIPES FROM LOCAL WISDOM OF KAREN PEOPLE IN THONG PHA PHUM DISTRICT, KANCHANABURI PROVINCE

2026-02-02T22:07:06+07:00

This research aimed to: 1) Examine the traditional process of making Thong Yoh dessert based on the local wisdom of the Karen community in Thong Pha Phum District, Kanchanaburi Province; and 2) Develop a standardized recipe for Thong Yoh derived from Karen local knowledge in Kanchanaburi Province. A qualitative research methodology was employed. Data were collected from nine Karen local sages residing in three subdistricts and nine villages. Research instruments included semi-structured in-depth interviews and recipe recording forms. Data were analyzed using content analysis and a ranking system to assess the degree of traditional authenticity of each recipe. 1) The findings revealed that Thong Yoh is a traditional dessert that reflects cultural heritage and ethnic identity. The knowledge has been transmitted from generation to generation through informal learning within families and communities. The main ingredients consist of steamed upland glutinous rice, sesame seeds, and salt. A crucial step in the production process is pounding the hot glutinous rice in a large wooden mortar (foot-operated mortar), which creates a smooth, soft, and elastic texture with a distinctive aroma characteristic of the community. and 2) Regarding the development of a standardized recipe, nine traditional recipes were collected and evaluated. Two recipes, PL5 and PL9, received the highest authenticity scores. Recipe PL9 was selected as the prototype standard formula, consisting of 550 grams of steamed upland glutinous rice, 170 grams of sesame seeds, and 8 grams of salt. Through knowledge synthesis with local sages, the standardized recipe was developed to preserve its original identity while improving measurement accuracy and tool usage to ensure consistent quality. The results indicate that developing a standardized recipe alongside community knowledge management contributes to the preservation and enhancement of local wisdom, supports commercial production, promotes community pride, and fosters sustainable learning in nutrition and cultural tourism.

THE CONSTRUCTION OF PSYCHOLOGICAL SELF-CARE IDENTITY AMONG FIRST-YEAR NURSING STUDENTS

2026-02-02T22:03:08+07:00

This study aimed to explore the meaning-making and patterns of identity construction related to psychological self-care among first-year nursing students. An interpretive and explanatory qualitative approach was employed, grounded in Symbolic Interactionism and role-taking theory. Participants were selected through purposive sampling and included 14 first-year nursing students who obtained high scores on the Psychological Self-care Competency Scale. Data were collected through semi-structured, in-depth interviews. The interview protocol was validated by three experts in psychology and nursing with expertise in qualitative research. Data were analyzed using thematic analysis. The findings revealed six major themes in the definition of psychological self-care identity: self-reliance and life management, regulation of negative emotions, relationship-oriented mindful communication, problem-solving without accumulation, striving for academic goal achievement, and distancing to reduce conflict. In addition, five patterns of identity construction in psychological self-care were identified: learners who engage with psychological self-care media, clients who seek counseling from mental health professionals, family members who are open to listening and providing emotional support, peers who receive support from friends, and religious adherents who rely on faith as psychological support. Therefore, educational institutions should develop programs to strengthen psychological self-care identity beginning in the first year, establish psychological health support systems that connect with students’ social and cultural networks, and promote support networks from family, social, and spiritual domains.

VALUE CHAIN MANAGEMENT AND INNOVATION MANAGEMENT AS DYNAMIC CAPABILITIES FOR COMPETITIVE ADVANTAGE IN THE ORCHID INDUSTRY

2026-02-14T17:31:03+07:00

This study aims to examine the effects of value chain management and innovation management on the competitive advantage of the Thai orchid industry, and to analyze the mediating role of innovation management in linking value chain management to competitive advantage. A quantitative explanatory research design was employed. Data were collected using a structured questionnaire developed from a comprehensive literature review and grounded in the dynamic capability’s framework, utilizing a five-point Likert scale. The instrument was validated for content validity by five experts and tested for reliability, including a pilot study with 30 respondents prior to full-scale data collection. The final sample comprised 400 respondents selected through purposive sampling from key stakeholders with significant decision-making roles in value chain and innovation management within the orchid industry in Nakhon Pathom Province, each having at least three years of industry experience. Data were analyzed using PLS-SEM. The results indicate that value chain management and innovation management have significant positive effects on competitive advantage, and the model explains 32.60 percent of the variance in competitive advantage (R² = 0.326). Furthermore, innovation management serves as an inconsistent mediator between value chain management and competitive advantage. These findings extend the dynamic capabilities framework beyond the traditional synergy assumption toward a structural tension perspective in the context of perishable agricultural products, thereby contributing greater theoretical refinement and offering deeper insights to the strategic management and supply chain literature.

COMMUNICATING POLICIES TO SUPPORT AN AGING SOCIETY OF THE PROVINCIAL HEALTH ASSEMBLY INTO THE IMPLEMENTATION OF LOCAL ADMINISTRATIVE ORGANIZATIONS

2026-02-03T16:10:54+07:00

This research aimed to investigate 1) Communication methods, 2) Communication strategies, and 3) To develop a model and strategic communication plan for the Provincial Health Assembly (PHA) regarding aging society policies for implementation by Local Administrative Organizations (LAOs). The study utilized a qualitative approach through structured in-depth interviews. Eighteen key informants, consisting of PHA members and LAO executives or officials from four provinces, were selected via purposive sampling. Data were analyzed using content analysis based on the conceptual framework. The results indicated that: 1) The communication model and strategic plan comprised objectives to raise awareness and foster implementation, targeting three audience levels with content linked to local strategies. Channels included both informal and formal two-way and one-way communication, utilizing digital and online platforms. The PHA working group acted as the core mechanism, supported by external and local funding, tools, and innovations. Success was measured through quantitative and qualitative indicators, systemic changes, and quality of life impacts. 2) Communication methods focused on four-dimensional preparation content delivered through interpersonal, group, digital, and official media channels. and 3) Communication strategies prioritized simplified and credible messaging, with a strong emphasis on personal media and mentoring teams. Persuasion tactics involved raising crisis awareness linked to Local Performance Assessment (LPA) indicators. Additionally, the approach fostered partnership-based participation, networking through intermediaries, and peer-to-peer communication. Ultimately, this study enhances the clarity of PHA communication and helps bridge the policy implementation gap for LAOs.

MASCULINITY IN THE LITERATURE OF THE SONGKHLA LAKE BASIN (1948 - 1963 A.D.)

2026-02-10T21:40:12+07:00

This research article aims to examine the construction of masculinity in literary works from the Songkhla Lake Basin during the period 1948 - 1963. The analysis focuses on three principal dimensions: 1) State ideology promoting nationalist masculinity; 2) Local ideologies and values shaping male roles; and 3) The authors’ perspectives reflected through male characters. This study employs a qualitative interpretive documentary approach, examining ten Southern Thai “small booklet” novels published in Songkhla, Phatthalung, and Nakhon Si Thammarat between 1948 and 1963. The analytical framework draws upon the concepts of hegemonic masculinity and discourse theory to explain the power relations embedded in the texts. The findings indicate that representations of masculinity can be classified into three major types. First, masculinity aligned with state ideology, including soldiers, civil servants, and community developers, portraying men as key agents of nation-building. Second, locally constructed masculinity emphasizing bravery, toughness, honor, monogamous loyalty, and sacrifice for family and community. Third, masculinity shaped by the authors’ viewpoints, often presenting idealized male figures characterized by dignified appearance, leadership, and moral integrity. The study demonstrates that masculinity in the literature of the Songkhla Lake Basin is not merely a reflection of social reality but a discursive construction emerging from negotiation among state ideology, local cultural values, and the authors’ roles as meaning producers. Literature thus functions as a discursive space that reproduces and legitimizes hegemonic masculinity within the context of post-World War II Southern Thailand. Academically, this research expands local literary studies toward systematic analyses of gender and power, contributing to a deeper understanding of Thai male identity within its specific regional and historical context.

DIGITAL APPROACHES TO THE PROTECTION AND TRANSMISSION OF JIZHONG SHENG WIND MUSIC

2026-02-06T22:20:56+07:00

This research primarily aims to propose a systems framework for the protection and transmission of the wind instrument “Jizhongsheng” in a digital context. It begins by analyzing the cultural value and structural problems of current transmission. Jizhongsheng is a national intangible cultural heritage of China, playing a crucial role in local community rituals and identity. However, field surveys reveal that most inheritors are elderly, with a low proportion of younger inheritors, reflecting the risk of a long-term discontinuation of the tradition. The research employs a qualitative methodology combining interpretive content analysis and in-depth case studies, collecting data from academic literature, field observations, and interviews with inheritors to synthesize transmission mechanisms within contemporary social contexts. The results show that digital technology plays a significant role in three main dimensions: 1) high-standard digital data storage to preserve sound quality and ritual context; 2) expanding participatory communication structures; and 3) developing blended learning models to enhance learner continuity. However, the application of digital technology must be coupled with the participation of traditional inheritors; otherwise, there is a risk of diminishing the cultural meaning and ritual context of Jizhongsheng. Therefore, this research proposes a systems framework that integrates community, inheritors, and digital technology, which is valuable both theoretically for the study of intangible cultural heritage and practically for the sustainable formulation of policies and management of cultural heritage in the digital age.

DEVELOPMENT OF A LIFE SKILLS TRAINING PACKAGE ON THE FOUR PRINCIPLES OF SANGAHAVATTHU 4 FOR VOCATIONAL STUDENTS OF ASIA LOPBURI TECHNOLOGICAL COLLEGE

2026-02-07T22:56:52+07:00

This research aims to: 1) Study the problems and needs in developing life skills in interpersonal relationships for vocational students at Asia Technology College, Lopburi; 2) Develop a life skills training package in interpersonal relationships based on the Four Principles of Social Harmony for vocational students at Asia Technology College, Lopburi; and 3) Test and improve the life skills training package in interpersonal relationships based on the Four Principles of Social Harmony for vocational students at Asia Technology College, Lopburi. The population consisted of 103 students and 27 informants from interviews, focus group discussions, and policy meetings. A variety of tools were used, including questionnaires, interview forms, and assessments. Statistics used included frequencies, percentages, means, standard deviations, t-tests, and content analysis. This research was a research and development (R&D) project conducted in three phases: identifying problems and needs, developing a skills training package, and pilot testing and refining the tools. The population consisted of 103 students and 27 informants gathered through interviews, focus group discussions, and policy meetings. The research tools included questionnaires, interviews, and evaluation forms. Statistical analyses included frequency, percentage, mean, standard deviation, t-test, and content analysis. The findings indicated a high level of need for students to develop interpersonal skills. Therefore, the researchers developed five life skills training packages based on the Four Principles of Social Harmony (Sanghahavatthu 4). These packages were evaluated by experts as highly suitable and effective in promoting students' interpersonal skills. The results of the One Group Pretest-Posttest Design showed that post-test skill scores were significantly higher than pre-test scores at the .05 statistical significance level, clearly reflecting the effectiveness of the training package. Furthermore, students expressed a high level of positive opinion of the training package ( = 3.90, S.D. = 0.79), and policy discussions indicated a very high level of feasibility, usefulness, appropriateness, and relevance to the college context ( = 4.85, S.D. = 0.16).

POLITICAL CONSEQUENCES OF CONSTITUTIONAL ADJUDICATION IN THAILAND, 1997 - 2025

2026-02-01T20:57:34+07:00

This research article analyzes the political impacts of Thailand’s Constitutional Court from 1997 to 2025, focusing on the phenomenon of “judicialization of politics,” through which judicial power especially that of the Constitutional Court has expanded beyond narrow legal dispute resolution to influence and steer political outcomes. The study draws on theoretical frameworks concerning court-politics relations, judicial review, the rule of law, and institutionalism to explain both the Court’s role and the institutional consequences of key rulings in major political cases. Methodologically, the research adopts a qualitative approach using documentary and content analysis, interpretation, and structural analysis. The materials examined include Constitutional Court decisions issued between 1997 and 2025, relevant constitutions and laws, and related academic literature. The findings indicate that the Court’s political interventions through its rulings have produced three major effects: 1) Legitimizing coups and the exercise of power by coup-installed regimes, making such authority legally effective and difficult to scrutinize; 2) Transforming the Constitutional Court into both a “political actor” and an “outcome determinant” in electoral and party competition, thereby affecting government stability and the dynamics of the party system; and 3) Enabling the Court to exert authority over constitutional amendment processes as well as political and legal policy through expansive interpretation and appeals to constitutional values or the “spirit” of the regime. In conditions of intense political conflict, the Court’s increasing political role generates institutional uncertainty and shifts political contestation from the executive and legislative arenas toward the judiciary. Consequently, the article proposes structural reforms to clarify the boundaries of judicial power, improve the appointment process for Constitutional Court judges, enhance transparency, and strengthen a people-centered conception of the rule of law.

STUDYING THE POTENTIAL FOR ENHANCING LOCAL DEVELOPMENT BASED ON THE BCG ECONOMY CASE STUDY: “POWDERED BEVERAGE MADE FROM LONGAN EXTRACT AND ADDED DIETARY FIBER IN THE LONGAN LARGE-SCALE FARMING GROUP” WIANG NONG LONG DISTRICT, LAMPHUN PROVINCE

2026-02-06T22:26:22+07:00

This research is a participatory action research with the objectives of 1) Studying the market situation of longan, 2) Analyzing business strategies for producing powdered beverages made from longan extract fortified with dietary fiber, and 3) Developing powdered beverage products from longan extract fortified with dietary fiber for the longan large-scale farming group in Nong Yuang Subdistrict, Wiang Nong Long District, Lamphun Province. A purposive sample of 20 individuals involved in large-scale agricultural projects was selected. The research tools included focus group discussions, training and brainstorming, and interviews. Transcription, data coding, and data storage were used to manage the research data. This study found that 1) Thailand's longan market still generates significant export revenue for the country. Although large-scale farming groups have the potential to produce 19,000 tons of longan annually, there are 1,900 tons of grade C longan that the market does not want. Therefore, there is a need to process longan to increase its value. 2) An analysis of the new business strategy using SWOT and the Five-force model revealed that production is feasible due to the product's health benefits, its popularity among consumers, limited competition, sufficient supply, reduced production costs, support from North Chiang Mai University in terms of knowledge, technology, and innovation, the ability to solve community problems, and the members’ readiness for product development and 3) The development of longan yield by large-scale longan farming groups involved training and practical experience with standardized equipment, resulting in a powdered beverage made from longan extract fortified with dietary fiber. This successful application of the BCG (Bio-Circular-Green) economic model, particularly the use of technology to add value to the product and reduce agricultural waste, contributed to the success of this project.

A STUDY OF THE CURRENT AND DESIRED CONDITIONS TO FORMULATE ACADEMIC ADMINISTRATION STRATEGIES IN SMALL-SIZED QUALITY SUB-DISTRICT SCHOOLS UNDER THE PRIMARY EDUCATIONAL SERVICE AREA OFFICE

2026-02-06T22:22:54+07:00

This study aimed to: 1) Examine the current and desirable conditions of academic administration in small subdistrict quality schools; 2) Analyze the academic administration environment; and 3) Conduct a multiple case study of successful schools under the Primary Educational Service Area Office. A mixed-methods research design was employed, integrating both quantitative and qualitative approaches. The sample consisted of 360 administrators and teachers responsible for academic affairs, selected through stratified random sampling. The research instrument was a five-point rating scale questionnaire with an Index of Item-Objective Congruence (IOC) ranging from 0.60 to 1.00 and a reliability coefficient of 0.95. Data were analyzed using mean, standard deviation, and the Modified Priority Needs Index (PNI Modified), together with SWOT analysis and content analysis. The findings revealed that: 1) The overall current state of academic administration was at a high level ( = 3.74), while the desirable state was at the highest level ( = 4.68). The PNI Modified value was 0.25, indicating the need for development in all aspects. The highest priority need was related to the Thai social context (PNI = 0.32), followed by technology (PNI = 0.28) and measures or policies (PNI = 0.25), reflecting a gap between the current conditions and the desired goals, particularly in adapting to social and technological contexts. 2) The SWOT analysis identified strengths such as learning management aligned with the local context, strong academic leadership, and continuous implementation of Professional Learning Communities (PLC). Weaknesses included the unsystematic use of information systems and ineffective monitoring and evaluation. Opportunities stemmed from government policies and the digital society, while threats involved limitations in budget, personnel, and rapid technological changes. and 3) The multiple case study found that successful schools shared common characteristics, including strategic management, community-linked curriculum development, active learning management, continuous internal supervision, and collaborative networking, despite limitations in resources and teachers’ workload affecting the continuity of development.

A STUDY OF THE COMPETENCY COMPONENTS OF EARLY CHILDHOOD TEACHERS IN ORGANIZING LEARNING EXPERIENCES BASED ON THE HOLISTIC CHILD DEVELOPMENT CONCEPT UNDER THE OFFICE OF THE PRIVATE EDUCATION COMMISSION

2026-02-06T22:18:17+07:00

This study aimed to examine the components of early childhood teachers’ competencies in organizing learning experiences based on the holistic child development approach in private schools under the Office of the Private Education Commission. Although teacher competency has been widely discussed at the international level, few studies have validated a competency model using Confirmatory Factor Analysis (CFA) in the context of Thai private schools. The sample consisted of 360 early childhood teachers selected through stratified random sampling. The research instrument was a questionnaire. Data were analyzed using descriptive statistics and CFA with R and Jamovi software. The Early Childhood Teacher Competency Model (COMP) comprised six key components: Holistic child development (HD), Planning and organizing integrated learning experiences (IL), Designing diverse activities and using appropriate materials (AM), Creating a learning environment that promotes comprehensive development (SE), Authentic holistic developmental assessment (HA), and Building collaboration with families and communities (FC). The findings revealed that the components of early childhood teachers’ competencies in organizing learning experiences based on the holistic child development approach under the Office of the Private Education Commission consisted of: 1) Holistic child development, 2) Planning and organizing integrated learning experiences, 3) Designing diverse activities and using appropriate materials, 4) Creating a learning environment that promotes comprehensive development, 5) Authentic holistic developmental assessment, and 6) Building collaboration with families and communities. The CFA model demonstrated a good fit with the empirical data (χ²/df = 1.91, CFI = 0.986, TLI = 0.985, RMSEA = 0.05, SRMR = 0.04). All factor loadings were statistically significant and within acceptable criteria (0.70 - 0.97).

BEST PRACTICE FOR THE ADMINISTRATION EXCELLENCE OF WORLD CLASS STANDARD SECONDARY SCHOOLS UNDER THE OFFICE OF THE BASIC EDUCATION COMMISSION

2026-02-04T23:02:01+07:00

The research aimed to 1) Study the current state, desired state, and needs of school administration towards excellence in international standard secondary schools; 2) Develop best practices in school administration towards excellence in international standard secondary schools; and 3) Examine the best practices in school administration towards excellence in international standard secondary schools. The sample consisted of 60 secondary school administrators under the Office of the Basic Education Commission, Nakhon Si Thammarat Province, selected using probability sampling. 11 experts were consulted in a seminar, and 9 participants were involved in focus group discussions. The research instruments included questionnaires, interviews, and evaluation forms. The questionnaire had a reliability coefficient of 0.912. Statistical analysis included frequency, percentage, mean, standard deviation, and needs assessment. The results showed that 1) The current state of school administration towards excellence in international standard secondary schools was at a moderate level overall, while the desired state was at the highest level overall, with an overall needs assessment index of 0.62. 2) Best practices In managing educational institutions towards excellence in international standard secondary schools, the 7 steps are: 1) Importance of the work/innovation, 2) Objectives and goals of the operation, 3) Operational steps, 4) Results/benefits received, 5) Success factors, 6) Lessons learned, and 7) Dissemination/recognition/awards received. and 3) The verification results confirm that the best practices are accurate, appropriate, feasible, and beneficial to the highest degree.

THE INFLUENCE OF SERVICE MARKETING MIX TOWARDS THAI PASSENGERS’ PURCHASING MEAL ON LOW-COST CARRIERS

2026-02-10T20:50:20+07:00

This quantitative research article aimed to 1) Examine the levels of the service marketing mix and in-flight meal purchasing behavior among Thai passengers using low-cost carriers; 2) Compare in-flight meal purchasing behavior across different demographic backgrounds of Thai passengers; and 3) Investigate the influence of the service marketing mix on in-flight meal purchasing decisions among Thai passengers. A convenience sampling technique was employed to collect data from Thai passengers with prior experience of traveling on low-cost carriers. A total of 629 valid questionnaires were obtained for analysis. Descriptive statistics, including frequency distribution, percentage, mean, and standard deviation, were used to describe the data, while inferential statistics comprised one-way analysis of variance (ANOVA) and multiple linear regression analysis. The findings revealed that
1) Thai passengers perceived the overall service marketing mix of in-flight meal services on low-cost carriers at a relatively high level, and their in-flight meal purchasing behavior was also at a relatively high level; 2) Thai passengers with different ages, average monthly incomes, and experiences with different low-cost carriers demonstrated significantly different in-flight meal purchasing behaviors at the 0.05 level; and 3) The service marketing mix exerted a statistically significant influence on in-flight meal purchasing decisions among Thai passengers at the 0.01 level (R = 0.87, R² = 0.75). Specifically, place, people, physical evidence, and productivity were identified as key determinants influencing passengers’ decisions to purchase in-flight meal. The results provide valuable strategic implications for low-cost carriers in developing and improving in-flight meal services that align with the behavioral patterns and expectations of Thai passengers who are working-ages or have high monthly incomes. Such strategic service design can contribute to increasing ancillary revenue while enhancing passengers’ overall air travel experience in a sustainable manner.

THAI LAW ON THE MITIGATION OF RISKS FROM FINE PARTICULATE MATTER PM 2.5

2026-01-23T11:00:46+07:00

Fine particulate matter with an aerodynamic diameter of not more than 2.5 micrometers (PM 2.5) is a form of air pollution that poses severe risks to human health and is internationally recognized as a major risk factor for premature mortality. Thailand has experienced persistent PM2.5 pollution since 2019, resulting in significant adverse impacts on quality of life, public health, and socio-economic development. Although several laws exist to regulate air pollution, the problem has persisted and shows an increasing tendency, reflecting structural limitations within the Thai legal system. This study aims to examine Thai laws relevant to the reduction of risks arising from PM2.5 pollution by analyzing applicable legal principles, statutory provisions, the evolution of relevant laws, the current legal framework, as well as practical problems and obstacles in law enforcement. The findings reveal that the relevant Thai legal principles include the duty of the State, the precautionary principle, the polluter pays principle, integrated environmental management, public participation, and the right to health. However, these principles are dispersed across multiple statutes, lack systematic integration, and fail to generate coherent and enforceable legal obligations. Structural analysis further indicates that the Thai legal system is characterized by a “state duty centered legal structure” rather than a rights-based framework. As a result, the management of PM2.5 pollution largely depends on administrative discretion, thereby limiting the roles of the public and the judiciary in holding the State accountable. When compared with international standards particularly the health-based air quality management approach advocated by the World Health Organization this study argues that Thailand should enact a comprehensive clean air law or reform existing legislation in order to enhance the effective and sustainable protection of public health and the environment.

DIGITAL COMMUNICATION THROUGH SOCIAL MEDIA FOR MANAGING EDUCATIONAL NETWORKS AND ENHANCING PUBLIC PARTICIPATION IN LOCAL EDUCATION MANAGEMENT

2026-02-06T22:28:14+07:00

This academic article aims to examine the role of digital communication through social media in network governance and in enhancing public participation in local educational management. The analysis draws upon findings from a study entitled Guidelines for Promoting Community Participation in Educational Management of Schools under Phetchaburi Municipality, Phetchaburi Province, integrated with theories of digital communication, interactive communication, strategic communication, and the concept of public participation in local educational governance to explain both the potential and the limitations of using social media within the context of local educational administration. The findings indicate that existing processes and forms of participation are still predominantly conducted through traditional channels, such as parent meetings, school-based activities, and community events. These activities mainly rely on face-to-face communication, which remains limited in terms of coverage, accessibility, and continuity. Consequently, local authorities should place greater emphasis on digital communication as a key mechanism for network management and for strengthening public participation in local educational governance. Digital communication enables faster, more transparent, and continuous information exchange, fosters a sense of shared ownership, and creates public spaces where citizens can express opinions, monitor and evaluate performance, and collaboratively design and develop local education initiatives. Moreover, digital communication facilitates a shift in the role of citizens from passive information recipients to active participants who engage more meaningfully in educational governance and co-create public value. Nevertheless, digital communication also presents challenges, including the digital divide, issues of information quality, data management, and the need for carefully designed communication strategies that are sensitive to the specific contexts of each locality.