Journal of Social Science and Cultural

MANAGEMENT OF SERVICE COOPERATIVES FOR SUSTAINABLE DEVELOPMENT OF PEOPLE’S QUALITY OF LIFE

2026-02-25T23:42:27+07:00

This article aims to examine the roles, potential, problems, obstacles, and approaches to promoting the management of service cooperatives in enhancing the sustainable quality of life of the people. The study is based on an analysis of relevant concepts, including the cooperative concept and international cooperative principles, New Public Management, good governance, and sustainable development, in order to explain the importance of effective management in strengthening cooperatives and communities. The findings reveal that service cooperatives are an important mechanism of the grassroots economy capable of improving the quality of life of their members in multiple dimensions. Socially, they promote cooperation and welfare provision. Economically, they support savings, facilitate access to funding sources, and enhance competitiveness. Politically, they serve as a mechanism linking government policies to implementation at the local level. Technologically, they should be further developed to improve operational efficiency. However, service cooperatives still face significant challenges, including limitations in governance and the capacity of cooperative boards, a lack of professionalism among management personnel, insufficient member participation, and organizational image problems resulting from cases of corruption. In addition, legal constraints, competition from the private sector, and inadequate government support further hinder their development. These factors affect the stability and long-term sustainability of cooperatives. Therefore, key approaches include strengthening management systems in accordance with good governance principles, enhancing the capacity of personnel and organizational leaders, promoting knowledge development and active participation among members, building cooperative networks, and ensuring continuous policy support. Such measures will enable service cooperatives to operate efficiently and transparently, ultimately contributing to the sustainable improvement of people’s quality of life in the long term.

CONCEPTS AND CREATIVE PROCESSES OF THE NORA PERFORMANCE: NORA WORLD HERITAGE UNDER THE CHAKRI DYNASTY’S GLORY

2026-02-28T17:05:29+07:00

The creative Nora performance Nora Moradok Lok Chakri Si Phaendin aims to honor and commemorate the gracious benevolence of three Thai monarchs: Chulalongkorn, Bhumibol Adulyadej, and Maha Vajiralongkorn. At the same time, the work seeks to preserve, transmit, and develop Nora, a traditional performing art of southern Thailand. The thematic focus reflects significant transitions in Thai history and national development through symbolic communication embedded in Nora performance, which has been recognized by UNESCO as an Intangible Cultural Heritage of Humanity. The creative process was rooted in the traditional Nora repertoire of the Khun Upatham Naragon (Phum Theva) lineage. The work employed the concept of symbolic dance as a conceptual framework to convey meanings related to historical values, loyalty, and reverence through newly composed choreography, music, and vocal performance. The results of the creative process demonstrate a Nora performance that harmoniously integrates tradition with innovation. The performance introduces newly developed symbolic dance movements, including the Descriptive Gesture, which uses expressive movements accompanying the traditional Raetare recitation to convey narrative meanings, and the Governance Gesture, which symbolically represents royal duties in national development. These choreographic elements constitute distinctive features of the performance. The creative work highlights the potential of Nora as an artistic language capable of communicating contemporary social and cultural narratives. Furthermore, it generates new knowledge regarding the integration of traditional Nora performance with symbolic communication, which can be further developed in education, creative performance practice, and the dissemination of Thai cultural heritage at both national and international levels.

A PROCESS FOR PROMOTING A HAPPY SOCIETY THROUGH RESTORATIVE JUSTICE VIA COMMUNITY-BASED MEDIATION

2026-03-04T11:17:54+07:00

This academic article aims to present and discuss the concept of community conflict management using mediation within the framework of restorative justice. This approach emphasizes the participation of conflicting parties, constructive communication, and the restoration of relationships between individuals and groups within the community. The article reviews and synthesizes relevant academic literature, both domestic and international, on conflict, mediation, and restorative justice to explain the principles, key concepts, and operational processes of dispute management in diverse social contexts. The discussion highlights how mediation within the framework of restorative justice differs from traditional justice processes, which focus on adjudication and law enforcement. Instead, it emphasizes building mutual understanding, acknowledging damages incurred, and seeking collaborative solutions among stakeholders. Furthermore, the article examines the limitations and challenges of applying this concept in community contexts, particularly in terms of power imbalances, social and cultural differences, and the availability of mechanisms and facilitators at the local level. It also highlights the importance of fostering understanding and acceptance of restorative justice at the community level to ensure effective and equitable mediation. In conclusion, mediation within the framework of restorative justice can be a significant alternative for reducing conflict tensions, restoring relationships, strengthening community capacity, and promoting peaceful and sustainable coexistence in the long term.

A MODEL OF KNOWLEDGE MANAGEMENT PROCESSES FOR LEVEL-4 COMMUNITY INNOVATORS WITH ADVANCED PRACTICAL INNOVATION EXPERTISE: LESSONS FROM THE SONGKHLA STINGLESS BEE COMMUNITY ENTERPRISE NETWORK

2026-02-13T18:19:58+07:00

This academic article aims to propose a knowledge management process model for Level 4 community innovators who demonstrate high capability in applying innovation in practice. The model is synthesized from lessons learned from the stingless bee community enterprise network in Songkhla Province, which reflects the transformation of local wisdom into community innovation and sustainable self-reliance. The article employs conceptual synthesis based on network reports, related documents, and operational lessons from the community groups to explain the mechanisms of knowledge management, the roles of community innovators, and the conditions that enable systematic community learning. The synthesis identifies five key lessons: 1) Practical knowledge emerges from real practice; 2) Knowledge management requires shared interpretation and systematic knowledge organization; 3) Powerful learning occurs through hands-on practice; 4) Knowledge gains value when it is applied and developed into group standards; and 5) Sustainable scaling-up requires networks, intermediary mechanisms, and learning leaders capable of connecting people and knowledge. Based on these lessons, the author develops a cyclical knowledge management process model consisting of five stages: extracting lessons from practice, collectively interpreting and organizing knowledge, transferring knowledge through practice, applying and continuously improving knowledge, and scaling up through networks and standards. In addition, Level 4 community innovators serve as learning facilitators, knowledge brokers, and network coordinators. The model indicates that community success results from linking knowledge, people, mechanisms, and networks into a shared learning system. It can further support the upgrading of community enterprises into learning and innovation communities in a concrete manner, while also offering an important guideline for designing knowledge-based community development mechanisms and scaling up innovation in other local contexts.

SOUTHERN THAI CULTURAL CHARACTERISTICS AND THE MANAGEMENT OF FEAR OF FAILURE AMONG YOUNG ENTREPRENEURS IN SOUTHERN THAILAND

2026-02-28T10:59:43+07:00

This study aims to 1) Examine the characteristics of Southern Thai identity that influence the perception and management of fear of failure among young entrepreneurs in Southern Thailand 2) Analyze the role of local Southern Thai culture in supporting young entrepreneurs in coping with fear of failure and 3) Synthesize the cultural patterns and mechanisms employed by young entrepreneurs in Southern Thailand to manage fear of failure in the context of business operations. This research adopts a qualitative research approach. The key informants consisted of 20 university students in Southern Thailand who are enrolled in entrepreneurship programs and have already initiated their own businesses. The participants were selected using a combination of convenience sampling and judgmental sampling. Data were collected through semi-structured in-depth interviews conducted on an individual basis. The collected data were analyzed using thematic analysis to identify patterns, meanings, and lived experiences of the participants. The findings reveal that Southern Thai cultural characteristics play a significant role in reducing and managing fear of failure among young entrepreneurs. These can be synthesized into three main themes
1) Trust in teamwork and shared responsibility 2) The adoption of a positive “Happy-Go-Lucky” mindset and 3) The acceptance of uncertainty through a “Que Sera Sera” perspective. These cultural mechanisms contribute to enhancing resilience and adaptability among young entrepreneurs. Furthermore, the findings indicate that local Southern Thai culture functions as an important cultural resource in supporting the management of entrepreneurial fear of failure. The results also suggest that such cultural insights can be applied to the design of entrepreneurship support systems that are aligned with the local cultural context.

CAPABILITY ENHANCEMENT TO ARTIFICIAL INTELLIGENCE ADOPTION FOR THAI COMMERCIAL BANKS

2026-03-08T22:27:48+07:00

The adoption of artificial intelligence (AI) has driven structural changes in the banking sector, affecting operational processes, organizational structures, and human resources. Despite its growing importance, prior research in the financial domain has not sufficiently examined AI capability from a structural perspective, particularly through second-order confirmatory factor analysis. This study adopts a quantitative survey approach to 1) identify the second-order factors underlying AI capability enhancement in Thai commercial banks, 2) assess the relative importance of these factors, and 3) examine differences across organizational characteristics. The population comprises 5,006 branch managers of Thai commercial banks, with each manager representing one branch. A sample of 500 respondents was selected, which is considered adequate for factor analysis at a very good level. Multi-stage sampling was employed. Data were collected through a structured questionnaire, with reliability confirmed by a Cronbach’s alpha coefficient of 0.90. The data were analyzed using descriptive, inferential, and multivariate statistical techniques. The findings indicate that the proposed model demonstrates a good fit with the empirical data (CMIN-ρ = 0.054, CMIN/DF = 1.163, GFI = 0.958, RMSEA = 0.018). Four key aspects of AI capability enhancement were identified, namely workforce agility, organizational resilience, business ecology, and technology readiness, respectively. Overall, the level of importance was high ( = 4.44). In addition, large commercial banks (D-SIBs) exhibit significantly higher levels of AI capability than smaller banks (Non-D-SIBs) at the 0.05 significance level, whereas no significant differences were observed in terms of operational duration and branch staffing levels. The study suggests that Thai commercial banks should strengthen workforce agility, build more flexible organizational structures, and better integrate technology into their operations to enhance the effective use of AI and maintain long-term competitiveness.

DEVELOPMENT OF A CHATBOT PROTOTYPE FOR ASSESSING NURSING STUDENTS’ HISTORY-TAKING COMPETENCY IN OBJECTIVE STRUCTURED CLINICAL EXAMINATIONS

2026-02-14T16:52:42+07:00

This study employed a research and development design with the objectives of: 1) Developing a chatbot prototype for assessing nursing students’ history-taking competency in the Objective Structured Clinical Examination (OSCE), and 2) Examining the quality of the chatbot prototype used for this assessment. The study was conducted in two phases. Phase 1 involved the development of the chatbot prototype on the LINE application platform. Phase 2 focused on evaluating the quality of the chatbot prototype through a pilot implementation in an OSCE with 30 second-year nursing students. The research instruments consisted of the chatbot prototype, a chatbot quality evaluation form, and a history-taking competency assessment tool for nursing students. All instruments were validated for content validity by experts, and their reliability was examined using Cronbach’s alpha coefficients, which were 0.91 and 0.75, respectively. Data were analyzed using frequency, percentage, mean, and standard deviation. The results revealed that: 1) The chatbot prototype for assessing nursing students’ history-taking competency in OSCEs was developed with a structured framework and content comprising three intents: start conversation, history taking, and end conversation, covering a total of 18 domains; 2) The overall quality of the chatbot prototype was rated at a good level (M = 4.42, S.D. = 0.67); and 3) The majority of nursing students (86.67%) achieved competency assessment scores ranging from 31.85 to 41.64 (M = 36.48, S.D. = 1.58)

STRATEGIES FOR ACADEMIC ADMINISTRATION BASED ON THE CONCEPT OF DIGITAL CITIZENSHIP IN UNIVERSITY IN GUANGXI PROVINCE, CHINA

2026-02-16T21:47:48+07:00

This research aims to 1) Examine the current state and ideal conditions of academic administration under the concept of digital citizenship; 2) Construct strategies for academic administration based on the concept of digital citizenship; 3) Evaluate strategies for academic administration based on the concept of digital citizenship in universities in Guangxi province, China. The research subjects comprised 104 administrators and 19,066 faculty members in 10 universities. A proportional sampling method was employed to select 83 administrators and 392 faculty members as the sample. Research tools included interviews, questionnaires, evaluation forms, and focus group discussion records. Utilizing a Multi-Phase Mixed Methods approach, comprising a qualitative phase in the first stage, a quantitative phase in the second stage, and concluding with a further qualitative phase. Statistical analysis methods encompassed PNImodified, mean values, standard deviations, and content analysis. The IOC test results for the questionnaire survey ranged between 0.50 and 1.00, Cronbach's alpha reliability coefficient is 0.99. Findings indicate: 1) In the current situation, the highest average score was for teaching management (M = 3.65), followed by research management (M = 3.51) and activity management (M = 3.50). In the desired situation, the highest average score was for teaching management (M = 4.34), followed by activity management (M = 4.33) and research management (M = 4.30). 2) Academic administration strategies comprise three principal approaches: teaching management, research management, and activity management. and 3) Overall, the strategy evaluation results indicate that all aspects are at the highest level.

แรงจูงใจและส่วนประสมทางการตลาดที่มีอิทธิพลต่อการตัดสินใจของ นักท่องเที่ยวต่างชาติในการเดินทางมาชมมวยไทย

2026-03-06T17:26:10+07:00

This research article, “Motivation and Marketing Mix Factors Influencing International Tourists’ Decision to Experience Muay Thai” aims to study the demographic factors and tourism behavior of foreign tourists; the motivations of foreign tourists to travel to watch Muay Thai; the influence of the marketing mix (4P) on the desire to watch Muay Thai; and the business models and marketing strategies that affect foreign tourists' decisions to travel to watch Muay Thai. This research uses a quantitative research method, collecting data from 400 foreign tourists attending Muay Thai matches at Lumpinee Boxing Stadium using a content-validated questionnaire. Data was analyzed using descriptive statistics including frequency, percentage, mean, and standard deviation. The results showed that the majority of respondents were male (73.3%), aged between 20-30 years (59.3%), single (65.8%), and held a bachelor's degree (58.8%). Regarding motivations for traveling to watch Muay Thai. The overall motivation level was found to be high (mean = 4.10), with pull motivation having a mean of 4.12 and push motivation having a mean of 4.08. The factors with the highest mean scores were the application of Muay Thai skills for self-defense (mean = 4.25) and the reputation of the boxer (mean = 4.30). Regarding marketing mix factors, they showed a significant influence on tourists’ motivation (overall mean = 4.03), with the product aspect having the highest mean (mean = 4.13), followed by distribution channels (mean = 4.12), price (mean = 3.97), and promotion (mean = 3.89).

A POLICY PROTOTYPE OF COMPETENCY-BASED TRAINING FOR HIGH-SKILLED WORKFORCE DEVELOPMENT IN NATIONAL TARGET INDUSTRIES

2026-02-15T23:19:22+07:00

This research presents the development of a short-term training curriculum designed to accelerate the production of high-quality human capital to support the country’s new target industries, namely Electric Vehicles (EV), Semiconductor Technology, and Artificial Intelligence (AI). The objectives of the study were threefold: 1) Examine and analyze competency requirements and workforce skill gaps in the country’s target industries, including the EV, semiconductor, and AI sectors; 2) Develop and implement a competency-based training curriculum to produce
high-quality human capital through co-creation process between higher education institutions and industrial partners under the Research and Development (R&D) framework, integrating blended learning with real workplace practice; and 3) Evaluate the effectiveness of the developed competency-based training curriculum and synthesize a policy prototype for sustainable workforce development that can be scaled up to support New S-Curve industries. This study employed a Research and Development (R&D) methodology consisting of three phases: 1) Needs analysis, 2) Curriculum design and development, and 3) Implementation and evaluation. The training curriculum had a total duration of 145 hours and was piloted with 150 participants. The results revealed that the average competency score significantly increased from 61.82 to 84.37 (p < .05, Cohen’s d = 0.88), indicating a high level of curriculum effectiveness. Participants developed innovation projects addressing real industrial production problems, such as an automated EV battery quality inspection system and an AI-based predictive maintenance dashboard, both of which were applied in industrial settings. Employers reported a high level of satisfaction with the competencies of program graduates. The synthesized policy prototype consists of four components: 1) A modular curriculum structure, 2) A university-industry collaboration mechanism, and 3) A competency assessment system, 4 A credit transfer mechanism to support workforce development in advanced technology industries across multiple national strategic sectors for sustainable, inclusive, and innovation-driven national economic growth and development.

AN ANALYSIS OF EXTERNAL RESEARCH FUNDING AT PRINCE OF SONGKLA UNIVERSITY, PATTANI CAMPUS, FISCAL YEARS 2020 - 2025

2026-02-15T23:24:19+07:00

External research funding constitutes a strategic resource that shapes the direction and research development capacity of higher education institutions. According to Resource Dependence Theory (RDT), organizations that rely heavily on external funding are inevitably influenced by the structure of funding sources and the policy priorities of funding agencies. This study aims to 1) analyze the number and total value of externally funded research projects, 2) compare the distribution of funding across faculties and organizational units, and 3) examine the allocation of research budgets in relation to the university’s 12 Focus Areas at Prince of Songkla University, Pattani Campus, during fiscal years 2020 - 2025. A descriptive research design was employed using secondary data from the PSU Research Project Management (PRPM) system, covering 233 projects. Data were analyzed using descriptive statistics, including frequency, percentage, annual trend analysis, and proportional comparison across the 12 Focus Areas. The findings indicate that the campus received a total of 410,832,048 THB in external research funding, with domestic government funding accounting for 88.81% of the total, reflecting a high level of external resource dependence. The number of projects and funding amounts fluctuated across fiscal years. In terms of distribution across the 12 Focus Areas, Language Education and Peace and Conflict represented the largest shares, reflecting the regional identity and social mission of the southern border campus. The synthesized findings suggest that research capacity should not be assessed solely by the number of projects or total funding value, but must incorporate structural dependence, funding trends, and strategic alignment. This study provides a system-level analytical framework enabling higher education institutions to recognize structural risks associated with heavy reliance on government funding, resource concentration, and the linkage between funding portfolios and institutional strategy, with significant policy implications for funding diversification and the long-term sustainability of research funding systems.

SUFFICIENCY MIND IN THE CONTEXT OF DRUG-OFFENSE INMATES: MEANINGS, CONDITIONS, AND DEVELOPMENT GUIDELINES

2026-02-13T17:00:52+07:00

This research article aims to explore the meaning, conditioning factors, and developmental approaches for the “Sufficiency Mind” among a group of drug-related inmates. This study employed a qualitative research design, with data collected through purposive in-depth interviews with 16 key informants. The participants included 9 current drug-related inmates, 2 formerly incarcerated individuals who have remained recidivism-free for at least three years, 3 prison officials specializing in inmate development, and 2 academic experts in psychology and Sufficiency Economy Philosophy with experience working with inmates. Research instruments consisted of semi-structured interviews and a three-dimensional Sufficiency Mind scale. Data were analyzed using inductive thematic analysis. The findings reveal that the meaning of “Sufficiency Mind” in this research context comprises three dimensions: a mental attribute characterized by moderation and mindfulness; psychological immunity fostering adaptability and resilience; and a practice and simple way of life that avoids harming oneself and others. The conditioning factors influencing the development of a Sufficiency Mind consist of three categories: internal personal factors, family and relationship factors, and environmental and social context factors. The six developmental approaches are: fostering internal transformation, developing life skills and positive attributes, promoting literacy and wisdom, building motivation and hope, creating supportive environments and systems, and enhancing life management ability. These findings can be used as a framework for developing psychological rehabilitation programs for drug-related inmates that are consistent with Thai society.

INNOVATION IN EDUCATION INSTITUTION MANAGEMENT TO RAISE THE LEVEL OF PRIVATE VOCATIONAL EDUCATION

2026-02-24T18:54:50+07:00

This qualitative research aims to study government policies that affect the operation of private vocational education, analyze problems and obstacles, and propose innovative applications to improve educational management. It also aims to present an innovative school management model aligned with government guidelines, serving as a key mechanism to enhance competitiveness and maximize the quality of private vocational education. Data was collected through in-depth interviews with 35 key informants: administrators and teachers in private vocational education institutions and administrators in government agencies involved in private vocational education policy, covering all five regions of Thailand. The research findings indicate that the government aims to improve the quality of vocational education to create competent professionals ready to drive sustainable economic growth. Private vocational schools have management practices aligned with government policies, such as curriculum development that meets industry needs and fostering collaboration with networks. However, in practice, several limitations remain, including a lack of appropriate tools and innovation development, and a database system that is not yet integrated with the government. The researcher proposed a model of management innovation for institutions to elevate private vocational education as follows: 1) Developing innovative flexible curricula and proactive teaching tools through collaborative models to enhance academic achievement;
2) Strengthening innovative leadership competencies and a supporting ecosystem to drive new approaches to school administration; 3) Creating strategic collaborative network mechanisms to promote the bilingual system and sustainable student participation; and 4) Developing an integrated monitoring and evaluation system and comprehensive digital school management. This model helps improve management efficiency in line with government policy to promote skilled labor to reach 60 percent.

DESIGN OF GEOMETRY ACTIVITY SETS TO ENHANCE LEARNING SKILLS FOR STUDENTS AT WAT THAIYAWAS-NILDAM PITTAYANUSORN SCHOOL

2026-02-15T23:28:03+07:00

This research article aimed to 1) Examine instructors’ teaching and learning activity formats and student behaviors; 2) Design geometry activity sets to enhance learning skills for students at Wat Thaiyawas-Nildam Pittayanusorn School; and 3) Evaluate satisfaction with the geometry activity sets designed to enhance learning skills for students at Wat Thaiyawas-Nildam Pittayanusorn School. The study employed a research and development (R&D) methodology using qualitative research, with five key informants. The quantitative sample consisted of 30 participants, including instructors and graphic and product designers, selected through purposive sampling.The research instruments included geometry activity sets and a satisfaction assessment questionnaire regarding the geometry activity sets, with an Index of Item-Objective Congruence (IOC) of 0.75. Statistical analyses employed were frequency, percentage, mean, and standard deviation.The findings revealed that 1) Instructors lacked age-appropriate instructional media in several subjects, resulting in insufficient learning stimulation for students, leading to boredom or lack of enjoyment in learning and subsequently hindering the development of learning skills, cognitive abilities, and physical development; 2) The geometry activity sets were designed based on design thinking principles, emphasizing user-centered design and applying learning principles aligned with the Basic Education Core Curriculum in the mathematics learning area. The activity sets consisted of presentation media, word cards, wooden sticks, and modeling clay; and 3) The overall satisfaction level of the sample group toward the geometry activity sets designed to enhance learning skills for students at Wat Thaiyawas-Nildam Pittayanusorn School was high, with a mean score of 4.33 and a standard deviation of 0.48.

SERVICE SYSTEM DEVELOPMENT OF SMART LOCAL ADMINISTRATIVE ORGANIZATIONS

2026-03-04T10:41:11+07:00

This research primarily aimed to develop an online public service system using LINE LIFF and Serverless Architecture, specifically for the Phrom Lok Subdistrict Municipality (Smart Phromlok: e-Service), to enhance public services by making them more convenient, rapid, and transparent. Secondary objectives included evaluating the system's technical efficiency and assessing user technology acceptance through the Technology Acceptance Model (TAM). The study employed a Research and Development (R&D) methodology integrated with Agile software development to create a web application on the LINE LIFF platform. The system utilizes Serverless Architecture powered by Firebase, featuring identity authentication and Cloud Firestore for NoSQL database management to support real-time request status updates. Data collection was conducted between 2025 and 2026 using purposive sampling with three groups: 1) 5 experts in software engineering and community development; 2) 10 municipal officers; and 3) 400 citizens within the municipality who use the LINE application. The results revealed that the system achieved a very high level of technical efficiency ( = 4.75, S.D. = 0.42), particularly in performance and reliability. User technology acceptance among citizens was also at a very high level ( = 4.65, S.D. = 0.50), specifically regarding Perceived Ease of Use (PEOU = 4.72), which was positively influenced by the familiarity of the LINE platform. Although this study is limited to the Phrom Lok Subdistrict Municipality, the system serves as a cost-effective innovative model for small local governments. It significantly reduces the burden of server infrastructure investment and can be sustainably expanded to other dimensions of smart city management.

A STUDY OF DISCOURSE ON THE TEACHING AND LEARNING OF BUSINESS STUDIES UNDER THAILAND’S NATIONAL EDUCATION PLANS

2026-02-25T23:45:32+07:00

This study aims to 1) Examine the construction of discourse surrounding Business Studies within Thailand’s National Education Plans from the past to the present, and 2) Analyze how this discourse reflects the interplay of power, knowledge, and truth in the teaching and learning processes under these plans. The data consist of documentary sources related to Business Studies drawn from nine National Education Plans implemented from 1932 to the present. This involves a comprehensive consideration of the social, political, and economic contexts of each historical period. The findings indicate that the status of Business Studies within the National Education Plans has consistently been shaped by state power, exercised through regulation, control, and policy directives across different historical periods. Shifts in political and social contexts have continually influenced the objectives and orientations of the subject. Schools have functioned not only as sites of academic knowledge transmission, but also as institutional spaces through which state power operates to regulate and discipline learners. Business Studies has been positioned by the state as a mechanism for labor production to support national development. The findings revealed that: 1) The status of Business Studies under Thailand’s National Education Plans can be categorized into three developmental phases: the initial phase, the flourishing phase, and the declining phase. This status has been shaped by state policies in relation to the social, economic, and political contexts of each period, resulting in Business Studies being positioned as a mechanism for producing manpower to support national economic development. and 2) The discourse of Business Studies reflects the relationships among power, knowledge, and truth within the Thai education system. State power operates as a governing mechanism through policies, curriculum structures, and assessment systems that determine the direction and status of knowledge in education. Consequently, business knowledge has been positioned as practical knowledge aimed at supporting workforce production rather than as an academic discipline. This positioning also influences the value and priority assigned to Business Studies within the Thai education system. These findings lead to policy recommendations that call for greater clarity regarding the state’s position on the role and status of Business Studies within the national curriculum, as well as the development of standardized approaches to instruction and assessment processes that are sustainably aligned with contemporary societal contexts.

A BLENDED LEARNING COURSE TO DEVELOP ENGLISH PRONUNCIATION FOR ICAO LANGUAGE PROFICIENCY TEST

2026-03-04T10:39:16+07:00

English communication plays a crucial role in aviation safety, particularly in interactions between pilots and air traffic controllers, where English serves as the international lingua franca. The International Civil Aviation Organization (ICAO) has established English language proficiency requirements for aviation personnel, in which accurate pronunciation is a key component. However, Thai learners often encounter difficulties in English pronunciation due to differences between the Thai and English sound systems. These difficulties may affect speech intelligibility and potentially impact communication safety in aviation contexts. The purpose of this study was to develop a Blended Learning course aimed at improving English pronunciation in an aviation context. The learning model integrated classroom instruction with self-directed online learning activities. The sample group consisted of 20 students from the Air Traffic Control (ATC) program. Research instruments included pre-test and post-test assessments based on ICAO pronunciation evaluation criteria and a learning behavior observation form. Quantitative data were analyzed using a paired-samples t-test, while qualitative data were analyzed through content analysis. The results indicated that students’ English pronunciation scores after the intervention were significantly higher than their pre-test scores at the .05 level of significance. The mean post-test score showed a clear improvement compared to the pre-test score. In addition, students demonstrated more active learning behaviors, such as practicing pronunciation and actively participating in communication-based activities. The findings suggest that the blended learning approach can effectively enhance pronunciation accuracy and speech intelligibility in aviation communication contexts. The developed course may also be applied to support English language development for aviation students and professionals.

MODEL OF AN INFORMATION SYSTEM MANAGEMENT FOR EFFECTIVENESS IN SCHOOLS UNDER NAKHON SI THAMMARAT PRIMARY EDUCATIONAL SERVICE AREA OFFICE 1

2026-02-15T23:22:03+07:00

The research aimed to 1) Study the current state, desired state, and necessary needs of information-based management for enhancing school effectiveness; 2) Develop a model of information-based management for enhancing school effectiveness; and 3) Examine the model of information-based management for enhancing school effectiveness. This research study uses a research and development approach and a mixed-methods, multi-stage research methodology. 1) Five school administrators as key informants; 2) A sample group of 322 school administrators and teachers responsible for information technology; 3) Nine experts in an expert-based seminar; and 4) Nine participants in a focus group discussion. The research tools included: 1) Structured interviews; 2) Questionnaires; and 3) Evaluation forms. Statistical analyses included content analysis, percentages, means, standard deviations, and needs assessment. The research findings showed that 1) The current state, desired state, and necessary needs of information-based management for enhancing school effectiveness were at a moderate level ( = 2.96, S.D. = 0.50); the desired state The findings are at the highest level in three aspects ( = 4.69, S.D. = 0.51): 2) The development of an information-based management model to enhance the effectiveness of educational institutions, including objectives, principles, methods of operation, evaluation, and conditions; and 3) The verification of the information-based management model to enhance the effectiveness of educational institutions, which is accurate, appropriate, feasible, and useful. ( = 4.67, S.D. = 0.53)

HISTORY AND RELIGIOUS ARTS OF KHAO THAMORAT IN SI THEP HISTORICAL PARK PHETCHABUN

2026-02-28T10:55:06+07:00

Research report on the history and religious art of Khao Thamorat, Sri Thep Historical Park, Phetchabun, aims to 1) Study the history and background of Khao Thamorat, 2) Study the Buddhist art of Khao Thamorat, and 3) Analyze the Buddhist art of Khao Thamorat. This is a qualitative research conducted thru literature review and interviews with 37 key informants. The research found that: Khao Thamorat is a long history predating the establishment of the city of Si Thep. It is characterized by a solitary mountain, visible from afar, made it a landmark for travelers. It was designated as a sacred area according to the belief in the cosmic realm, which influenced the orientation of religious sites built in the area. Khao Thamorat began to play a significant role in the city of Sri Thep after the 12th Buddhist century. Buddhist art within the Thamorat cave is in the form of sculptures carved into the cave walls. It includes standing Buddha statues on lotus flowers in both two-handed and one-handed teaching poses, seated Buddha statues, Bodhisattvas, carved Dharma wheels, and stupas, All of these are the Dvaravati style. The religious art was influenced by the art of the Dvaravati period in the central and northeastern regions, as well as Khmer art. The body parts of the Buddha and Bodhisattva were carved to like women, with oval faces, proportionate eyes, noses, and lips that did not appear fierce. The robes were thin and unwrinkled, covering both standing and sitting figures. The Bodhisattva stood slightly tilted, with hair styled in layers and adorned with a crown, a style popular in Khmer art. The blend of Theravada, Mahayana, and Hindu art created an identity, resulting in the art of Sri Thep.

VALIDATION OF DIGITAL QUOTIENT SCALE AND CAUSAL RELATIONSHIP MODEL OF ADAPTIVE BEHAVIOR IN DIGITAL LIFE AMONG SECONDARY SCHOOL STUDENTS

2026-02-10T21:42:55+07:00

This study aimed to: 1) Evaluate the psychometric properties and variable measurement models, and 2) Develop a causal relationship model of Digital Life Adaptation Behaviors and examine the influence of Digital Intelligence on these behaviors. The sample consisted of 400 Grade 10 students under the Phetchabun Secondary Educational Service Area Office, selected using a two-stage random sampling method. Data were collected using a 6-point rating scale questionnaire to measure digital quotient and adaptive behavior in digital life. The pilot version of the assessment instrument had a content validity, assessed by five experts using the Index of Item-Objective Congruence (IOC), that ranged from 0.67 to 1.00, and item-total correlation coefficients ranged from 0.40 to 0.86. The statistical techniques used for data analysis included Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM). The results revealed that 1) The CFA confirmed that the measurement models of the variables were consistent with the empirical data. The digital quotient scale consisted of 29 items, with a Cronbach’s alpha coefficient of 0.97 and factor loadings ranging from 0.31 to 0.85. The adaptive behavior in digital life scale consisted of 19 items, with a Cronbach’s alpha coefficient of 0.93 and factor loadings ranging from 0.59 to 0.78, and 2) Digital quotient factors had an effect size of 0.77 and accounted for 67.00% of the total variance. The findings of this study indicate that digital intelligence (DQ) serves as a fundamental cornerstone for enhancing students’ digital life adaptability. Consequently, educational institutions and relevant authorities should integrate this assessment framework into their evaluative processes and digital co-curricular programs. Such implementation aims to bolster students’ potential, enabling them to navigate the digital landscape constructively and safely in the long term.

THE CURRENT STATUS AND STRATEGIC DIRECTIONS OF ACADEMIC ADMINISTRATION IN PRIVATE PRIMARY SCHOOLS IN PHRA NAKHON SI AYUTTHAYA PROVINCE, THAILAND

2026-02-28T10:48:42+07:00

This research article aimed to: 1) Examine the current state of academic administration toward excellence in private primary schools in Phra Nakhon Si Ayutthaya Province, and 2) Investigate guidelines for academic administration toward excellence in private primary schools in Phra Nakhon Si Ayutthaya Province. The study employed a mixed-methods research design integrating quantitative and qualitative approaches. The research sample consisted of two groups. The first group included 310 participants comprising license holders, school administrators, vice administrators for academic affairs, or heads of academic departments from private primary schools in Phra Nakhon Si Ayutthaya Province. The sample size was determined using the Krejcie and Morgan table, and stratified random sampling was applied based on school size. The second group consisted of nine key informants, including school administrators, school managers, and university lecturers. The research instruments included a questionnaire and a semi-structured interview form consisting of eight questions concerning guidelines for academic administration toward excellence. Quantitative data were analyzed using mean and standard deviation, while qualitative data were analyzed through content analysis. The findings revealed that: 1) The current state of academic administration toward excellence in private primary schools in Phra Nakhon Si Ayutthaya Province was overall at a high level; and 2) The guidelines for academic administration toward excellence indicated that schools should plan and design curricula aligned with national education standards and learners’ needs, systematically develop learning management processes, encourage teachers to design and develop instructional media using technology and innovation, implement supervision and creative assessment of learning outcomes with an emphasis on collaboration rather than inspection, establish monitoring and feedback systems to support continuous instructional improvement, and promote teachers and educational personnel to conduct research in order to enhance the quality of educational management.

DEVELOPING A MODEL FOR ENHANCING CHARACTER STRENGTHS IN SCHOLARSHIP AWARDED PRE-SERVICE TEACHERS IN RURAL IMPOVERISHED AREAS THROUGH PARTICIPATORY ACTION RESEARCH

2026-02-28T10:52:41+07:00

Pre-service teachers from rural impoverished areas often encounter challenges in developing their potential and building self-confidence, which significantly affects their learning efficiency and readiness to become professional educators. This research aimed to 1) Enhance the character strengths of scholarship-awarded pre-service teachers from rural impoverished areas and 2) Synthesize a model for enhancing their character strengths through participatory action research. The study was divided into two phases. The initial phase focused on preparation to ensure the participants comprehended their roles and participation. The subsequent phase involved the action research process. The participants comprised 24 final-year pre-service teachers enrolled in the Kru Rak Thin project at the Faculty of Education of a university in the Northeastern region. The research instruments included the Appreciation-Influence-Control technique, participant observation, and after-action review journals. Qualitative data were analyzed utilizing content analysis. The findings revealed that the participants continuously and systematically applied their character strengths across four cycles of the research process. They demonstrated significant development from fundamental strengths awareness to effective application in real-world situations. Furthermore, the synthesized character strengths enhancement model termed the NCSCS Model consists of five steps. These steps are 1) Nurturing positivity for personal growth, 2) Collaborative strength exploration, 3) Synergistic goal selection, 4) Collective planning and individual implementation, and 5) Shared reflection and reinforcement. The research outcomes yield significant implications for fostering self-confidence and assertiveness among pre-service teachers within the Thai cultural context.

THE INFLUENCE OF INSTRUCTIONAL LEADERSHIP ON TEACHERS’ CLASSROOM ACTION RESEARCH UNDER NAKHON PHANOM PRIMARY EDUCATIONAL SERVICE AREA OFFICE 1

2026-03-05T15:56:13+07:00

This research aims to 1) Study the level of academic leadership and classroom research, 2) Compare variables classified by status and size of educational institutions, and 3) Examine the influence and verify the consistency of the structural equation model of academic leadership affecting classroom research. The sample consists of administrators and teachers under the Nakhon Phanom Provincial Education Office, District 1. Nakhon Phanom District 1, with a sample size of 260 people obtained through stratified random sampling. The tool used was an online questionnaire with a reliability coefficient (α = .94). Data were analyzed using descriptive statistics and path analysis. The research findings revealed that 1) The overall academic leadership (M = 3.89) and classroom research (M = 3.68) levels were high; 2) Administrators had significantly higher perceptions than teachers (t = 4.52), and large-sized institutions had significantly higher average research levels than small and medium-sized institutions (F = 6.14), reflecting structural inequalities; and 3) The path model was consistent with empirical data (χ² = 2.45, df = 2, p = .293, CFI = 1.00, RMSEA = .029), collectively predicting 50.2% (R² = .502) of classroom research. The management of curriculum and instruction had the highest direct influence (β = .282), followed by teacher capacity development (β = .278) and vision setting (β = .125). These findings indicate that the success of classroom research depends on the concrete integration of research into the curriculum management system and the creation of a professional learning community culture, rather than solely relying on the vision setting of school administrators.

EXPLORATORY FACTOR ANALYSIS OF EXECUTIVES’ STRATEGIC LEADERSHIP FACTORS TO SUGGEST GUIDELINES FOR DEVELOPING THE COMPETENCIES OF FEDERAL POLICE INVESTIGATORS

2026-02-16T21:43:25+07:00

This study aimed to 1) Examine the levels of strategic leadership of administrators and the competencies of officers in the Central Investigation Bureau; 2) Analyze the exploratory factor structure of factors related to administrators’ strategic leadership; 3) Investigate the relationship between administrators’ strategic leadership and the development of officers’ competencies;
4) Analyze dimensions of strategic leadership that influence competency development; and 5) Propose guidelines for enhancing the competencies of officers in the Central Investigation Bureau. A mixed methods research design was employed. In Phase 1, a quantitative approach was used. The sample consisted of 130 officers from the Central Investigation Bureau. The research instrument was a five-point Likert-scale questionnaire. Data were analyzed using descriptive statistics, exploratory factor analysis (EFA), and multiple regression analysis. In Phase 2, a qualitative approach was conducted through in-depth interviews with 10 key informants, including administrators and officers from the Central Investigation Bureau. Qualitative data were analyzed using content analysis and thematic analysis. The results revealed that: the overall levels of administrators’ strategic leadership and officers’ competencies were high; the exploratory factor analysis confirmed the suitability of the data for factor analysis, with the Kaiser-Meyer-Olkin (KMO) measure at a good level and Bartlett’s Test of Sphericity showing statistical significance; administrators’ strategic leadership demonstrated a very high positive correlation with officers’ competencies at a statistically significant level (r = .933); the results of the multiple regression analysis indicated that strategic leadership in terms of change management, strategic vision, human resource development, and strategic communication significantly predicted the competencies of officers in the Central Investigation Bureau, explaining 98.4 percent of the variance in competency development.

DEVELOPMENT OF LIPSTICK PRODUCTS FROM CAESALPINIA SAPPAN LINN AND COCOA USING LOCAL RESOURCES AND INNOVATION UNDER THE TALENT MOBILITY CONCEPT: A CASE STUDY OF BRIGHT-UP COMMUNITY ENTERPRISE, KAMPHAENG PHET

2026-02-16T21:39:24+07:00

This study aimed to determine suitable conditions for extracting bioactive compounds from Caesalpinia sappan Linn., to develop natural extract-based lipstick products, and to examine community enterprise reflections on the development process, employing a mixed-methods research design. Participants were 40 product users and 7 members of the Bright-Up community enterprise.
The instruments included a chemical laboratory kit, a UV–visible spectrophotometer, questionnaires, and interviews, and were analyzed using both quantitative and qualitative approaches. The findings showed that Caesalpinia sappan Linn. is a rich source of phenolic and flavonoid compounds, which function as natural colorants and antioxidants. Water extraction at a 100:0 ratio for 10 min yielded the highest total phenolic content, 3,510 mg GAE/100 g dry weight, whereas extraction for 20 min produced the highest flavonoid content, 1,429 mg CE/100 g dry weight. The resulting lipstick exhibited a natural pink shade and acceptable lip-care properties. Consumer evaluations indicated a high level of satisfaction with both lip balm and lip gloss product types ( = 3.97), with color and texture as the most preferred attributes. Interview reflections showed that Bright-Up members gained knowledge of scientific extraction, quality control, and marketing. Talent Mobility implementation enabled innovation-based product development grounded in local resources and wisdom, supporting value chain and circular economy practices. This study recommends improving the stability of natural colorants and developing durable, eco-friendly packaging. It also underscores the importance of community-based raw material sourcing to enhance cost efficiency and the sustained operation of the Talent Mobility mechanism through collaboration among universities, communities, and government agencies. Future study should incorporate social return on investment (SROI) assessment to determine the long-term developmental value and sustainability of community enterprise initiatives.

INTERNAL SUPERVISION MODEL FOR TEACHER TEACHING DEVELOPMENT IN THE TRANSITIONAL ERA UNDER THE OFFICE OF THE SECONDARY EDUCATION SERVICE AREA OFFICE NAKHON SI THAMMARAT

2026-03-06T17:23:25+07:00

This research aims to 1) Study the current, desired, and necessary conditions of internal school supervision for teacher instructional development in a transitional era; 2) Develop a model of internal school supervision for teacher instructional development in a transitional era; and
3) Verify the model of internal school supervision for teacher instructional development in a transitional era. The research employed a research and development approach using a mixed-methods, multi-stage research design. The population consisted of 142 school administrators and related teachers from 71 schools. The sample comprised 120 school administrators and related teachers selected using purposive sampling based on the Krejcie-Morgan model, expert-based seminars (9 participants), and focus group discussions (9 participants). The research instruments included questionnaires, interviews, and evaluation forms. Content validity was assessed using a consensus coefficient of 0.80-1.00, and the questionnaire had a reliability coefficient of 0.945. Statistical analysis included percentages, means, and standard deviations. And the needs index, research results showed that: 1) The current situation, overall, is at a moderate level with a mean of 2.89 ( = 2.89, SD = 0.53) (5 levels). The desired situation, overall, is at the highest level with a mean of 4.53 ( = 4.53, SD = 0.52), and the overall needs index (PNI) was 0.55. 2) The model for internal supervision in educational institutions to develop teaching and learning for teachers in the transitional era consists of the principles of the model, the objectives of the model, components, methods of implementation, and conditions for success. 3) The verification results of the model showed that it is accurate, appropriate, feasible, and beneficial at the highest level.

HUMAN RESOURCE DEVELOPMENT MANAGEMENT UNDER DIGITAL TECHNOLOGY SYSTEM TRANSFORMATION OF ANZEN DENKI CO., LTD.

2026-02-11T10:53:09+07:00

This research aims to: 1) Study the current situation of Anzen Denki Co., Ltd regarding the operational management of digital technology development in human resources; 2) Establish guidelines for human resource development concerning skills required to utilize and manage technology digital systems in human resources of Anzen Denki Co., Ltd; 3) Develop and implement
a human resource management system for Anzen Denki Co., Ltd; and 4) Evaluate the satisfaction and the operational efficiency of human resource management system of Anzen Denki Co., Ltd. The sample were 36 participants, selected through purposive sampling. The research instrument used was in-depth interview. The study was a qualitative research integrated with the 7-step System Development Life Cycle (SDLC). The process included Step 1: defining problems; Step 2: studying the feasibility; Step 3: analyzing system, on-site surveying, in-depth interviewing with stakeholders, including organizing seminars and workshops; Step 4: designing a system for human resources; Step 5: developing the human resource management system; Step 6: testing and maintaining the system; Step 7: evaluating system usage through in-depth interviews. The results of this study were as follows: 1) The current situation of Anzen Denki Co., Ltd., encounters several operational issues in various areas including production, document management, controlling, work standards, which require systematic and sequential resolution; 2) Anzen Denki Co., Ltd., intends to develop and upgrade a modern human resource management system that aligns with the digital age; 3) The results from the seminar led to the development of a human resource management system in the form of Enterprise Resource Planning (ERP) for Anzen Denki Co., Ltd., in accordance with the requirements of executives and employees; and 4) The follow-up evaluation indicated that the advantage is efficient systematic integration; while, the disadvantage is of initial data entry. A recommendation suggests the need for adding further operational features.

THE TEACHER DEVELOPMENT MODEL IN PROBLEM-BASED LEARNING MANAGEMENT IS THE BASIS FOR THE DEVELOPMENT OF STUDENTS IN THE 21ST CENTURY, BANKHOKHWAN SCHOOL, NAKHON SI THAMMARAT PRIMARY EDUCATIONAL SERVICE AREA OFFICE 2

2026-02-14T16:54:38+07:00

The research aimed to 1) Study the problems and needs of teachers in managing problem-based learning, 2) Create a model for teacher development in problem-based learning to develop 21st-century learners, and 3) Evaluate the effectiveness of using the teacher development model in problem-based learning to develop 21st-century learners. The research was conducted in three phases: Phase 1 involved 10 experts as informants, using structured interviews with content analysis; Phase 2 involved 9 experts as informants; and Phase 3 involved 22 teachers from Ban Koh Khwan School. The research instruments included: 1) Questionnaires, 2) Interviews, 3) Evaluation forms, 4) Record sheets, and 5) Tests. Data was analyzed using content analysis and statistical statistics. The research findings revealed that 1) The findings regarding the problems and needs for teacher development revealed that the teachers’ problems included a lack of understanding of the problem-based learning process and a lack of skills in motivating and stimulating learners. Their needs included a desire for practical knowledge and understanding, and a need for skills in designing problem situations. 2) The teacher development model consists of five components: 2.1) Principles, 2.2) Objectives, 2.3) Teacher development process, 2.4) Teacher development guidelines, and 2.5) Conditions for success. and 3) The evaluation of the teacher development model showed that the average score before development was 10.91, the average score after development was 18.36, and the relationship development score was 81.98, indicating a very high level of improvement. Teachers who participated in the training demonstrated a 113.07% improvement in their knowledge and understanding of problem-based learning after the training.

DEVELOPING PRACTICE-BASED CITIZENSHIP THROUGH VOLUNTEER ACTIVITIES: LESSONS LEARNED FROM AN ACADEMIC SERVICE PROJECT IN BAN DU SUBDISTRICT, MUEANG DISTRICT, CHIANG RAI PROVINCE

2026-03-09T15:26:49+07:00

This research article aims to examine: 1) The process of promoting knowledge, unity, and understanding of citizens’ rights and responsibilities toward themselves and others; 2) The outcomes of volunteer activities in strengthening community resilience; and 3) To synthesize policy recommendations for the development of volunteer activities and models for promoting love, unity, and citizenship at the local level under a democratic society with the King as Head of State. Building on the conceptual framework of community development through volunteer activities under the JITARSA Model, this qualitative study collected data from document and project report reviews, field observations, and reflective accounts of the implementation outcomes provided by stakeholders in the study area. The target group consisted of 500 volunteer citizens in Ban Du Subdistrict. Key informants were selected through purposive sampling from among local volunteers. Data were analyzed using descriptive content analysis, including thematic categorization, interpretive meaning-making, and consistency checks across data sources. The findings revealed that activities implemented under the JITARSA Model promoted participatory learning and learning through practical experience. Citizens demonstrated increased awareness of their rights and duties, stronger cooperation and unity within the community, and the development of volunteer networks. In addition, the model encouraged knowledge exchange and strengthened the community. It also generated a process of social learning that fostered public consciousness and reinforced the role of citizens as active participants in sustainable community development. The JITARSA Model can therefore be applied as a policy tool for developing volunteer activities that enhance community strength at the local level and can be extended to other communities with similar contexts.

BELIEFS AND VALUES REFLECTED IN THE NAMES OF JOK WEAVING PATTERNS OF LAO KHRANG - LAO WIANG IN UTHAI THANI PROVINCE

2026-03-10T14:01:16+07:00

This research article entitled “Beliefs and Values Reflected in the Names of Lao Khrang-Lao Wiang Jok Textile Patterns in Uthai Thani Province” aims to classify semantic groups and analyze the beliefs and values of ethnic groups through the names of jok textile patterns. This study is qualitative research employing documentary analysis, with sources selected based on specified criteria. The data were drawn from key sources, including documents on the wisdom of Lao Khrang jok textiles and a thesis entitled A Study of Lao Wiang Jok Skirts for the Development of the Ban Phathang Traditional Textile Center. The study covers a total of 46 textile pattern names as representative data. The researcher analyzed the data using the concept of ethnosemantics together with semantic classification based on the approach of Nida, through processes of lexical segmentation, meaning identification, and comparison with universal semantic categories in order to access the cognitive system from an emic perspective. Data were also validated through documentary triangulation and expert verification. The findings indicate that the names of jok textile patterns can be classified into five semantic groups. The most frequently occurring group is natural entities (34.94%), followed by objects and constructions (30.12%), descriptive terms (15.66%), animals and animal products (13.25%), and supernatural entities (6.02%), respectively. In terms of beliefs and values, the findings reflect the worldview in four main aspects: 1) valuing nature, 2) the relationship between ways of life and surrounding elements, 3) valuing clarity, and 4) belief in the supernatural, particularly the symbol of the “Naga.” This research demonstrates that the names of textile patterns function as a linguistic mechanism reflecting the cognitive system and indigenous wisdom that sustain the cultural identity of the community.

ENHANCING CREATIVITY THROUGH PERSONALIZED LEARNING PATHWAYS: A NEW PARADIGM FOR HIGHER EDUCATION

2026-03-05T15:54:31+07:00

Since learners in each classroom possess diverse interests and skills, there is a lack of motivation toward uniform, generalized-content instruction. Therefore, this research aims to develop a New normal learning management model utilizing personalized learning processes to foster creative thinking skills, and to pilot its systematic application across various subjects related to design or film media production. This study was conducted using experimental research and grounded theory methodologies. The sample consisted of 3 courses, 132 students, and 3 experts. The research instruments included an instructional innovation tool, an expert interview protocol, and a satisfaction questionnaire. Data collection was conducted through the recording of teaching outcomes, in-depth interviews, and post-instructional satisfaction surveys. The statistics used for data analysis were the mean () and standard deviation (S.D.). The key findings from testing the instructional activities in the Creative Conceptual Design course revealed that the personalized learning model operated through four main activities: topic selection, continuous project development, prototype production for exhibition, and self-assessment. These activities supported learner development goals regarding motivation generation, collaborative and challenging learning, in-depth research, associative thinking, specialized skill enhancement, and the production of creative works. It was found that all four activities effectively enhanced creativity in practice. Subsequently, applying the pilot test results to the courses Production Technology of News and Documentary Program and Multimedia Technology revealed that learners' satisfaction regarding content ownership and skill-integrated learning was at the highest level ( = 4.55) and a high level ( = 4.48), respectively. This indicates that a flexible learning process tailored to individual interests helps elevate the quality of student work to professional standards and effectively addresses the demands of future skills.