Journal of Social Science and Cultural

THE ROOTS OF LUKCHUP: A REFLECTION ON THE ORIGIN OF LUKCHUP IN THAILAND

2026-05-19T19:06:50+07:00

This academic article aims to examine: 1) The origins of Luk Chup, 2) Historical evidence related to Luk Chup, 3) A compilation of ingredients used in making Luk Chup, and 4) The development of the appearance of Luk Chup. The study employs a descriptive literature review methodology based on research reports, research articles, academic articles, and related books. The literature review revealed that: 1) there are two major perspectives regarding the origin of Luk Chup. The first suggests that Luk Chup was influenced by “marzipan,” a Portuguese confection introduced during the Ayutthaya period through trade and missionary activities in the reign of King Narai the Great. The second perspective proposes that Luk Chup originated during the Rattanakosin period due to the absence of clear historical evidence from earlier periods. 2) Significant historical evidence related to Luk Chup includes a handwritten letter from Mom Chao Ying Charatchom Kasemsan to Prince Wachirayan Warorot, which states that melon seed-shaped Luk Chup was one of the favorite royal dishes of King Mongkut (Rama IV). This evidence indicates that Luk Chup had already appeared during the reign of King Rama IV. 3) The study compiled seven significant Thai recipes for Luk Chup, each containing different ingredients and components according to the context of each recipe. and 4) The appearance of Luk Chup has evolved and adapted in accordance with changing periods and consumer preferences, enabling the dessert to maintain its continued presence within Thai society. Nevertheless, the creation process of Luk Chup continues to reflect the theory of “art as imitation” through the replication of natural forms into the artistic expression of Thai culinary art.

THE FUTURE DIRECTIONS OF THAI SOCIAL STUDIES TEACHER EDUCATION: CHALLENGES IN CURRICULUM MANAGEMENT AND PROFESSIONAL COMPETENCY DEVELOPMENT

2026-06-15T18:16:15+07:00

Thailand is currently confronting a structural demographic crisis caused by a continuous decline in the birth rate, which has significantly affected student enrollment within the education system. This demographic transition has resulted in the consolidation and closure of educational institutions due to declining student populations, thereby creating an imbalance between educational supply and demand. This article aims to examine future directions for Thai social studies teacher education by analyzing challenges associated with curriculum management and professional competency development throughout the upstream, midstream, and downstream phases of teacher education. The findings reveal that social studies teacher education is currently facing multifaceted challenges. These challenges originate from declining birth rates and economic factors that contribute to student attrition from the formal education system. Consequently, higher education institutions encounter increasing competition for institutional sustainability, creating a dilemma between maintaining enrollment numbers and ensuring student quality. In response to insufficient qualified applicants, some institutions have adjusted admission requirements to sustain program operations, which may affect the overall quality of admitted students. Furthermore, these challenges have placed additional demands on faculty members, requiring greater commitment to developing student teachers’ professional competencies. The emergence of artificial intelligence (AI) has further transformed teacher education processes, requiring faculty members not only to enhance students’ disciplinary knowledge but also to develop their abilities in technology-integrated learning management, ethical application of innovation, and professional identity formation. Ultimately, effective teacher education must ensure that graduates possess the competencies necessary for professional practice and adaptation to increasingly competitive teacher recruitment environments.

THE DEVELOPMENT OF ADAPTIVE LEADERSHIP MODEL OF SCHOOL ADMINISTRATORS TO REINFORCE DIGITAL COMPETENCY OF TEACHERS UNDER THE SECONDARY EDUCATIONAL SERVICE AREA OFFICE SURATTHANI CHUMPHON

2026-05-14T11:12:52+07:00

The objectives of this research were to: 1) Study the current state, desirable state, and priority needs of school administrators' adaptive leadership to reinforce teachers’ digital competency; 2) Develop an adaptive leadership model of school administrators to reinforce teachers’ digital competency; and 3) Validate the adaptive leadership model of school administrators to reinforce teachers’ digital competency. Utilizing a research and development (R&D) design, this study employed a mixed-methods research methodology. The qualitative phase involved documentary analysis, in-depth interviews with school directors, a connoisseurship seminar, and focus group discussions. For the quantitative phase, the sample consisted of 346 teachers obtained through multi-stage random sampling. The research instruments included a documentary analysis form, a questionnaire, an in-depth interview guide, a connoisseurship seminar evaluation form, and a focus group discussion guide. Data were analyzed using percentage, mean, standard deviation, and Priority Needs Index, supplemented by content analysis. The research findings revealed that: 1) The current state was evaluated at a high level, the desirable state was at the highest level, and the priority needs index was 0.34. 2) The developed adaptive leadership model of school administrators to reinforce teachers' digital competency comprised 3 components: 2.1) title, principles, and objectives of the model; 2.2) operational components and operational processes of the model; and 2.3) success conditions. Based on the connoisseurship seminar, the model’s accuracy and appropriateness were rated at the highest level. and 3) The validation of the model through focus group discussions indicated that its feasibility and utility were also at the highest level.

PERSONNEL DEVELOPMENT POLICY FOR PRIVATE ISLAMIC SCHOOLS IN SAI BURI DISTRICT, PATTANI PROVINCE

2026-05-19T19:04:48+07:00

Private Islamic schools play a vital role in the educational development of Muslim youth in Thailand’s southern border provinces, providing integrated instruction in both religious and general education. However, school personnel have not received adequate professional development support. This study aimed to examine the current state of personnel development policy and to identify policy development guidelines for private Islamic schools in Sai Buri District, Pattani Province. A qualitative research design was employed, utilizing in-depth interviews with 9 key informants, comprising 3 school administrators, 4 general subject teachers, and 2 Islamic studies teachers. Data were analyzed using thematic analysis. The findings revealed that personnel development policy encompasses four core dimensions. 1) Regarding career security, current policy focuses on morale building and teacher appointment under the Office of the Private Education Commission, while policy development guidelines should prioritize salary increases, workload reduction, and a systematic annual merit-based promotion system. 2) Regarding teaching quality, current policy prioritizes teacher training and instructional supervision, while policy development guidelines should emphasize job-specific training, language skill enhancement, and greater integration of technology in instruction. 3) Regarding welfare and compensation, current salary levels were found to be insufficient for daily living, policy development guidelines indicating a need to increase wages, improve healthcare benefits, and expand leave entitlements. and 4) Regarding organizational commitment, current policy promotes interpersonal relationships through school activities and open feedback channels, while policy development guidelines should sustain relationship-building activities and expand mechanisms for staff participation. This study recommends that relevant agencies develop comprehensive personnel management policies addressing compensation, career advancement, and instructional quality in order to foster sustained staff motivation and long-term organizational commitment.

DEVELOPMENT OF ONLINE LESSONS IN THE METAVERSE FORMAT COMBINED WITH ACTIVE LEARNING IN THE ONLINE COMMERCE COURSE FOR VOCATIONAL CERTIFICATE STUDENTS IN MARKETING

2026-05-18T17:01:46+07:00

Research article aims to: 1) Examine the effectiveness of an online lesson in a Metaverse format combined with the Active Learning approach for the Online Commerce course among vocational certificate students in Marketing; 2) Compare students’ learning achievement before and after studying with the Metaverse-based online lesson combined with the Active Learning approach in the Online Commerce course; and 3) Investigate the satisfaction of vocational certificate students in Marketing toward the Metaverse-based online lesson combined with the Active Learning approach. The research population consisted of vocational certificate students in the Marketing program during the second semester of the 2025 academic year, from a vocational education network in Songkhla Province. The population included five colleges, with 259 students in total. The sample group consisted of 40 vocational certificate students in the Marketing program at Luang Prathan Ratnikon Industrial and Community Education College during the second semester of the 2025 academic year. The sample was selected using simple random sampling, with schools as the sampling units. The research instruments included online lessons, an achievement test, and a satisfaction questionnaire. The research findings revealed that: 1) The efficiency analysis result was 87.63/84.97; 2) The sample group’s post-learning achievement scores were significantly higher than their pre-learning scores at the .01 level; and 3) Overall, students’ satisfaction with the online lesson was at a high level ( = 4.44, S.D. = 0.48), indicating that the instructional approach can be effectively applied in teaching and learning.

SINGORA TO SINGHANAKHON: A HISTORICAL LEARNING ROUTE

2026-05-15T22:54:50+07:00

This article aims to: 1) Explore and compile historical learning resources within the Singhanakhon Town Municipality, and 2) Develop historical learning routes within the municipality. Utilizing a qualitative research methodology, purposive sampling was employed to select 31 key informants, including municipal officials, community leaders, and local experts. Data were collected via unstructured in-depth interview, and analyzed using content analysis to synthesize an overall overview. The findings reveal that the historical learning routes can be mapped chronologically, spanning from the Srivijaya period to the old Songkhla towns of Hua Khao Daeng and Laem Son. The compiled data are categorized into three primary typologies: 1) Fortifications, 2) Prominent historical figures, and 3) Religious sites. These findings have been integrated into an online learning module, “HU MOOC,” hosted on Hat Yai University’s Lifelong Learning platform. Furthermore, two distinct learning routes were designed: 1) Route 1 (From Srivijaya to the Old Songkhla Town of Hua Khao Daeng) and 2) Route 2 (The Old Songkhla Town of Laem Son-Four Temples). These routes offer versatile frameworks that can be further leveraged to design various forms of community-based participatory tourism. The results underscore that developing historical learning routes can effectively catalyze sustainable community-based tourism. Relevant public and private sectors should collaborate on spatial development initiatives to promote the area’s distinctive historical dimensions. This can be achieved through online media channels or activities designed to raise awareness of the historical value of these sites among local youth and the general public. Additionally, the municipality should enhance the learning routes and infrastructure to accommodate incoming tourists, particularly those from Malaysia.

THE DEVELOPMENT OF A SLEEP QUALITY PROMOTION MODEL BY EXERCISE AMONG WORKING-AGE PEOPLE WITH INSOMNIA IN BANGKOK METROPOLIS

2026-05-21T18:37:26+07:00

This research and development (R&D) aimed to develop a sleep quality promotion model through exercise, applying the Protection Motivation Theory for working-age people with insomnia in Bangkok. A mixed-methods research and development design was employed, conducted in three phases. Phase 1 studied the situation and factors: the quantitative component studied a sample of 406 participants using questionnaires, while the qualitative component utilized focus groups with 8 fitness trainers as key informants using focus group observation records. Phase 2 developed the model by piloting the draft model with two small groups totaling 8 participants, using feedback records, and refining it to obtain a model combined with theory-based motivational activities validated by experts. Phase 3 tested the effectiveness using a quasi-experimental design with an experimental group and a comparison group, 35 participants each, over 12 weeks. Instruments were questionnaires and records assessing perceived health threat, insomnia coping skills, exercise behaviors, and sleep quality pre- and post-test. Data were analyzed using descriptive statistics,
t-test, and ANCOVA with baseline perceptions as a covariate. The results showed that after the experiment, the experimental group had significantly higher perceived health threat, insomnia coping skills, and exercise behaviors than before the experiment and the comparison group. The sleep quality score decreased from 7.83 to 3.54, reflecting a distinct improvement in sleep quality. ANCOVA confirmed that the model was significantly effective in promoting sleep quality. This model should be adapted for diverse populations to promote sustainable sleep wellness.

DEVELOPMENT OF MATHEMATICS LEARNING ACHIEVEMENT IN SOLVING MIXED ADDITION, SUBTRACTION, MULTIPLICATION, AND DIVISION WORD PROBLEMS THROUGH LEARNING MANAGEMENT USING THE KWDL TECHNIQUE COMBINED WITH BOARD GAMES FOR FOURTH-YEAR PRIMARY SCHOOL STUDENTS

2026-05-12T13:42:29+07:00

This research aims to: 1) Compare the mathematics learning achievement in solving mixed addition, subtraction, multiplication, and division word problems through learning management using the KWDL technique combined with board games after learning with a 60% criterion among fourth-year primary school students, 2) Compare the mathematics learning achievement in solving mixed addition, subtraction, multiplication, and division word problems through learning management using the KWDL technique combined with board games before and after learning among fourth-year primary school students, and 3) Examine students’ satisfaction with learning management using the KWDL technique combined with board games in the mathematics subject on solving mixed addition, subtraction, multiplication, and division word problems among fourth-year primary school students. The population consisted of Prathomsuksa 4 students in the second semester of the 2025 academic year from the Khuan Don network schools, totaling 87 students across 12 schools.The sample comprised 38 Prathomsuksa 4 students from Banpanjor School, selected Using cluster sampling, schools were used as the sampling units, the selection was done by lot drawing without replacement, with the school as the sampling unit. The research instruments included a learning management plan , a test to measure learning achievement and questionnaire to assess satisfaction. Statistics used in the average research, percentage, standard deviation And test the hypothesis with a single sample group value And testing the relative sample values The research findings revealed that: 1) The mathematics learning achievement using the KWDL technique combined with board games after learning higher the 60% criterion, with statistical significance at the .05 level; (t = 4.32, p <.05) 2) The mathematics learning achievement in after learning using the KWDL technique, with statistical significance at the .05 level; (t = 6.23, p < .05) and 3) The satisfaction with learning using the KWDL technique combined with board games Overall, it is at the highest level.

THE PROTOTYPE OF ECOTOURISM WITH DIGITAL MEDIA, CONVENTIONAL ARTIFICIAL INTELLIGENCE (CAI) AND VIRTUAL REALITY (VR) TECHNOLOGY, A CASE STUDY OF THANYABURI ZOO, THAILAND

2026-05-18T17:05:39+07:00

This research has five objectives 1) To develop an ecotourism prototype using Conversational Artificial Intelligence (CAI) and Virtual Reality (VR) technologies for Thanyaburi Zoo; 2) To evaluate the suitability of the model; 3) To study technology acceptance; 4) To analyze motivation and satisfaction; and 5) To present a prototype of ecotourism activities utilizing CAI and VR digital media. The study employed a Mixed Methods approach combined with Design and Development Research (DDR). Qualitative Research: Data was collected through in-depth interviews and focus groups. Purposive sampling was used to select 7 experts, and multi-stage sampling was applied to select 23 qualified professionals. The data were analyzed using content analysis. Quantitative Research: Questionnaires were administered to a sample group of 400 individuals selected via simple random sampling. The sample size was determined using Taro Yamane’s formula at a 95% confidence level and a 5% margin of error. Data were analyzed using descriptive statistics and multiple regression analysis. The research findings revealed the following 1) The prototype comprises five knowledge domains: Policy (Smart Green Zoo, Bio-Park, WAZA), Technology (360° VR, CAI), Design (Design Thinking), Knowledge Management (KM), and Tourism Psychology integrated with the ‘Tan Thai’ identity. 2) The suitability of the 4Ds model was at the highest level, with an overall mean of 4.65. D3: Develop phase received the highest mean score of 4.74. 3) Technology acceptance was at a high level. The perceived usefulness factor (X6, r = .71) explained 71.9% of the variance in acceptance. 4) Motivation was at a high level, with an overall mean of 3.48; area-based ecotourism recorded the highest mean score of 4.39. Satisfaction was at the highest level, with an overall mean of 4.27. and 5) The research successfully developed the HEEM (Hybrid Ecotourism Experience Model) This is an ecotourism model integrated with VR and CAI technologies, wherein conservation ideology and perceived usefulness are the primary drivers of behavior, rather than mere entertainment.

A SECONDARY DATA ANALYSIS OF GENDER DIFFERENCES IN SOCIAL MEDIA MARKETING, LUXURY BRAND EQUITY, BRAND LOYALTY, AND REPURCHASE INTENTION AMONG THAI ONLINE LUXURY CONSUMERS

2026-05-15T22:57:09+07:00

Gender is a theoretically significant moderating factor in consumer behavior; however, empirical evidence remains limited in luxury brand research within Thailand’s digital marketing context. This study employed a quantitative research design using secondary data analysis. The objectives were to 1) Compare social media marketing (SMM) levels between genders, 2) Compare brand loyalty and repurchase intention between genders, 3) Examine the relationships between SMM and both brand loyalty and repurchase intention by gender, and 4) Analyze regression paths from SMM to repurchase intention for male and female groups. A convenience sample of 430 participants was drawn from online luxury consumers in Bangkok, comprising 315 females (73.3%) and 115 males (26.7%). The research instrument was a 20 item questionnaire measuring four constructs: SMM (6 items), Brand Equity of Luxury (6 items), Brand Loyalty (5 items), and Repurchase Intention (3 items). Data were analyzed using independent-samples t-tests, gender-stratified Pearson correlations, Fisher’s Z tests, and ordinary least squares regression with Python. The findings revealed that 1) Female consumers scored significantly higher than males on SMM; 2) Female consumers scored significantly higher on both brand loyalty and repurchase intention; 3) The SMM-brand loyalty correlation differed significantly between females (r = .499) and males (r = .655), with the eWOM dimension showing the largest gender gap; and 4) The direct path to repurchase intention was statistically significant among females (B = 0.242) but not among males (B = 0.178). Brand equity did not differ significantly between genders but continued to drive brand loyalty in both groups.

THE DEVELOPMENT OF AN EDUCATIONAL BOARD GAME INNOVATION TO MITIGATE LEARNING LOSS IN READING AND WRITING SKILLS AMONG PRIMARY SCHOOL STUDENTS UNDER SURIN PROVINCIAL EDUCATION OFFICE

2026-05-21T18:32:45+07:00

This research aimed to 1) Develop and evaluate the quality and effectiveness of an educational board game, Ban Dai Phee, against the 80/80 (E1/E2) efficiency criterion, 2) Compare students’ reading and writing performance before and after implementation, and 3) Examine their satisfaction with the innovation. This study employed a Research and Development (R&D) approach based on the ADDIE framework. The target group consisted of 10 Grade 3 elementary school students experiencing learning loss in literacy skills (reading and writing) under the jurisdiction of the Surin Primary Educational Service Area Office. The research instruments included lesson plans, a teacher’s manual, and a 20-item reading and writing test. These instruments were validated for content validity by three experts (IOC = 1.00) and the instructional media received a high-quality evaluation ( = 4.40, S.D. = 0.58). The study employed a one-group pre-test-post-test experimental design. Data were analyzed using mean, standard deviation, and dependent samples t-test. The findings revealed that the “Ghost Ladder” board game achieved effectiveness according to the established criteria (E1/E2 = 82.50/85.00). Post-test scores ( = 16.40, S.D. = 1.50) were significantly higher than pre-test scores at the .05 significance level ( = 12.50, S.D. = 2.10; t(9) = 8.94, p < .05), with an average gain of +3.90 points (approximately 19.5%). When analyzed by skill area, reading skills improved by an average of +1.9/10, while writing skills improved by an average of +2.0/10. All students (100%) demonstrated higher post-test scores. Student satisfaction was at the highest level ( = 4.75, S.D. = 0.40). Observational findings indicated that the time required to explain the game rules decreased by 30 - 40% from the second to third sessions, and active participation exceeded 85%. The study concluded that the “Ghost Ladder” board game is a high-quality educational innovation capable of supporting literacy recovery in reading and writing at the elementary education level.

CURRENT STATE OF LIFE AND CAREER SKILLS AMONG ELEMENTARY STUDENTS IN SMALL-SIZED SCHOOLS OF BANG SAI DISTRICT, PHRA NAKHON SI AYUTTHAYA PROVINCE

2026-05-20T17:24:35+07:00

This research aimed to 1) Examine the current state and 2) Compare life and career skill levels among primary school students in small-sized schools in Bang Sai District, Phra Nakhon Si Ayutthaya Province, by school and grade level. A survey research design was employed. The sample consisted of 276 primary school students determined by Yamane's formula and selected through multi-stage random sampling, covering 14 small schools across all six grade levels. The research instrument was a life and career skills questionnaire encompassing five components, with an overall Item-Objective Congruence (IOC) index of .84 and a Cronbach's alpha coefficient of .92. Data were analyzed using descriptive statistics, including arithmetic mean and standard deviation, and a one-way analysis of variance (ANOVA). The research findings were as follows: 1) Students' overall life and career skills were at a satisfactory level (M = 2.54, S.D. = 0.38). At the component level, flexibility and adaptability scored highest (M = 2.78) and was rated at a satisfactory level, while initiative and self-direction scored lowest (M = 2.34) and was rated at a fair level. 2) The comparative analysis via one-way ANOVA indicated no significant differences in life and career skills, both overall and by individual components, in terms of either school (F = 0.74-1.02, p > .05) or grade level (F = 1.28-1.55, p > .05). These results reflect the context of small-sized schools, characterized by multi-grade teaching and multi-age interaction within a similar educational ecosystem, contributes to homogenous student outcomes in life and career skills. These findings have practical implications for developing a standardized life and career skills supplementary curriculum that integrates local wisdom and can be implemented consistently across schools throughout the district.

ENHANCING THE CIVIL AVIATION AUTHORITY OF THAILAND COMPLAINT MANAGEMENT EFFICIENCY IN COMPLIANCE WITH THE QUALITY MANAGEMENT SYSTEM ISO 10002:2018

2026-05-12T13:47:42+07:00

The objectives of this research article were to: 1) Examine the current state of the complaint management process of the Civil Aviation Authority of Thailand (CAAT) in accordance with the Quality Management System standard ISO 10002:2018; and 2) Propose guidelines for enhancing the efficiency of CAAT's complaint management process in accordance with the Quality Management System standard ISO 10002:2018. This study employed a qualitative research methodology, collecting data through semi-structured in-depth interviews with five purposively selected key informants, comprising executives and officers involved in the complaint management process. Data were analyzed through content analysis together with a review of relevant secondary documents. The findings revealed that: 1) CAAT's current complaint management process was consistent with ISO 10002:2018, covering nine key elements: communication, receipt of complaints, tracking of complaints, acknowledgement of complaints, initial assessment of complaints, investigation of complaints, response to complaints, communicating the decision, and closing complaints. Its strengths included the availability of multiple complaint channels, a modern online system, and prompt acknowledgement of complaints. However, several limitations were identified, including insufficient detail in the display of complaint progress, unclear severity classification criteria, incomplete investigations, inadequate interdepartmental coordination, and a gap between complainants’ expectations and CAAT's scope of authority. and 2) The proposed approaches for improvement should focus on developing clear standard operating procedures and service timelines, enhancing information technology systems for complaint intake and status tracking, promoting clear and transparent communication, establishing more systematic assessment and investigation criteria, and utilizing complaint data to continuously improve work processes and strengthen regulatory oversight quality.

DEVELOPMENT OF AN EXERCISE MODEL USING MUSICAL CHAIRS AFFECTING THE PHYSICAL FITNESS OF ELDERLY PEOPLE AT BAN NONG SAI, MUEANG DISTRICT, UDON THANI PROVINCE

2026-05-21T18:34:24+07:00

This research aimed to evaluate the effectiveness of a developed exercise program using musical chairs on the physical fitness of elderly people at Ban Nong Sai, Mueang District, Udon Thani Province. The study population consisted of 60 elderly club members, selected using purposive sampling, aged 30 years and older. The participants were divided into two groups using a matching group method: an experimental group of 15 people who followed a training program created by the researchers, and a control group of 15 people who performed general exercise on their own for 8 weeks, 3 days a week, 40 minutes per day. Data was collected before and after weeks 4, 6, and 8 of the experiment. The research findings showed that the two groups had an average age of 67 years, an average resting pulse of 81.62, blood pressure of 131/71.03, weight of 54 kg, height of 155 cm, body mass index of 22.81, muscle strength of 20.27, and an average flexibility of 12.52 cm. Physical fitness improvements between the experimental and control groups showed that the experimental group's leg muscle strength mean 18.27, standard deviation 3.24 was significantly better than the control group’s mean 14.72, standard deviation 4.24 after 6 and 8 weeks of training, at a statistical significance level of .05. The cardiovascular endurance of the experimental group had a mean of 152 standard deviation 34.95, which was better than the control group's mean of 116 standard deviation 22.58 after 6 and 8 weeks of training. Similarly, the balance of the experimental group had a mean of 1.05 standard deviation .48, which was better than the control group’s mean of .30 standard deviation .18 after 6 and 8 weeks of training. All these results were statistically significant at the .05 level.

MARKETING COMMUNICATION STRATEGIES INFLUENCING CONSUMER ENGAGEMENT IN MODERN RETAIL BUSINESSES IN NAKHON SI THAMMARAT PROVINCE

2026-05-22T17:35:02+07:00

This research, entitled “Marketing Communication Strategies Influencing Consumer Engagement in Modern Retail Businesses in Nakhon Si Thammarat Province,” aimed to: 1) Examine marketing communication strategies that influence consumer engagement; 2) Investigate differences in personal factors affecting consumer engagement; 3) Analyze the influence of perceived marketing communication strategies on consumer engagement; and 4) Assess the consistency of the proposed relationship model with empirical data. A mixed-methods approach was employed. The qualitative phase involved in-depth interviews using a semi-structured interview guide with nine key informants. The quantitative phase utilized a questionnaire administered to 350 consumers. Data were analyzed using descriptive statistics, analysis of variance (ANOVA), multiple regression analysis, and structural equation modeling (SEM). The findings revealed that the marketing communication strategies of modern retail businesses consist of advertising, public relations, sales promotion, personal selling, and direct marketing, all of which contribute to consumer engagement. Regarding personal factors, gender was found to have a statistically significant effect on consumer engagement, whereas age, educational level, occupation, and income showed no significant differences. Furthermore, consumers’ perceptions of all five marketing communication strategies positively influenced consumer engagement, with sales promotion and personal selling exerting the strongest effects. These variables jointly explained 65.4% of the variance in consumer engagement. In addition, the structural equation model demonstrated a good fit with the empirical data. The results indicate that integrated marketing communication serves as a crucial mechanism for fostering consumer engagement and can be effectively applied to enhance the competitive strategies of modern retail businesses.

DEVELOPMENT OF A COMPUTER TECHNOLOGY LEARNING ECOSYSTEM FOR INDUSTRIAL ARTS USING THE FOUR NOBLE TRUTH’S STRUCTURE

2026-05-12T13:44:17+07:00

Research article aims to: 1) Develop a computer technology learning ecosystem for industrial arts using the Four Noble Truths structure; 2) Evaluate its quality and efficiency; and 3) Investigate the causal relationships and impacts of the system on problem-solving skills and artificial intelligence-driven innovation. A research and development design, integrated with an experimental approach, was employed. The purposive sample consisted of 17 undergraduate students and 5 experts. The research instruments included the learning ecosystem platform, learning behavior logs, an industrial arts design problem-solving skill test, and a technology acceptance questionnaire. Data were analyzed using descriptive statistics, Multivariate Analysis of Variance (MANOVA), learning behavior correlation analysis, and Structural Equation Modeling (SEM). The findings revealed that: 1) The developed learning ecosystem could systematically organize data architecture according to the Four Noble Truths structure; 2) The processing quality and efficiency of the system were at the highest level; and
3) The students' design skills, precision in writing artificial intelligence control commands, and engineering standard accuracy were significantly higher post-learning compared to pre-learning. Furthermore, the behavioral log data indicated that the frequency of command refinement during the Magga (the Path) stage exhibited a positive correlation with design achievement. Additionally, the data architecture based on the Four Noble Truths directly and positively impacted technology acceptance and the perceived success in logically controlling artificial intelligence. A newly discovered body of knowledge is the paradigm shift that conceptualizes artificial intelligence as a computational cognitive interlocutor, seamlessly integrating Buddhist logical practices into technological architecture. In conclusion, the application of religious logic to govern artificial intelligence facilitates the systematic restructuring of learners' cognitive processes, allowing them to transcend traditional design limitations. The pivotal lesson learned is that advanced innovation must fundamentally be supported by a rational cognitive structure.

THE STUDY OF CURRENT CONDITIONS, DESIRABLE CONDITIONS, AND ESSENTIAL NEEDS IN FORMULATING MANAGEMENT STRATEGIES TOWARD HIGH-PERFORMANCE ORGANIZATIONS OF PROVINCIAL EDUCATION OFFICES IN NORTHEASTERN

2026-05-18T17:03:14+07:00

This research aimed to: 1) Study the current state, desired state, and priority needs of the management of Provincial Education Offices in Northeastern Thailand toward becoming high-performance organizations, and 2) Analyze the strengths and weaknesses of the management of Provincial Education Offices in Northeastern Thailand toward becoming high-performance organizations. The study employed a mixed-methods approach. The sample consisted of 132 participants, including school administrators or acting administrators of secondary schools under the Office of the Basic Education Commission in the Upper Northeastern Region. The research was conducted in two steps: Step 1: Reviewed relevant textbooks, documents, and research. The instrument was a questionnaire covering six aspects with 31 items, with a reliability coefficient of 0.93. Data were analyzed using mean, standard deviation, and the Modified Priority Needs Index (PNImodified) to assess and prioritize needs.Step 2: Conducted SWOT analysis to examine strengths, weaknesses, opportunities, and threats. A matrix table was created based on internal environment assessment (strengths and weaknesses) and external environment assessment (opportunities and threats). Findings revealed that: 1) The current state of management of Provincial Education Offices in Northeastern Thailand toward becoming high-performance organizations was at a moderate level overall, while the desired state was at the highest level. The area with the greatest priority need (PNImodified) was emphasis on service recipients and stakeholders. and 2) The TOWS Matrix analysis showed: Service recipients and stakeholders: 5 weaknesses and threats Focus on personnel: 3 strengths and opportunities Process management: 4 strengths and opportunities Strategic planning: 5 strengths and opportunities Organizational leadership: 4 strengths and opportunities Knowledge management: 5

THE DEVELOPMENT OF AN INSTRUCTIONAL MODEL BASED ON DSNM MODEL INTEGRATED WITH DESIGN THINKING TO ENHANCE ACTIVE LEARNING MANAGEMENT COMPETENCIES OF INDUSTRIAL ARTS STUDENTS UNDER THE BACHELOR OF EDUCATION PROGRAM AT NAKHON SI THAMMARAT RAJABHAT UNIVERSITY

2026-05-21T18:38:58+07:00

This quasi-experimental research aimed to: 1) Develop an instructional model based on the DSNM model integrated with design thinking for Industrial Arts students; 2) Compare active learning management competencies; 3) Examine teacher spirituality and professional ethics; and 4) Study satisfaction towards the learning process. The sample consisted of 17 second-year Industrial Arts students studying in the second semester of the 2025 academic year, selected through purposive sampling based on the criteria of being pre-service teachers enrolled in a practical course. The research instruments included lesson plans (with an IOC range of 0.67 - 1.00), a competency assessment form, a teacher spirituality scale (with a reliability coefficient of 0.84), and a satisfaction questionnaire. Data collection was conducted by the researcher over a single semester, totaling 60 hours of instructional activities. Data were analyzed using mean, standard deviation, and non-parametric statistics due to the sample size being under 30. The research results revealed that: 1) The developed instructional model comprised four stages-Dukkha, Samudaya, Nirodha, and Magga-and was appropriate at the highest level. 2) The post-learning active learning management competencies were significantly higher than the pre-learning competencies at the .05 level. 3) Overall teacher spirituality was at the highest level ( = 4.76, S.D. = 0.34), with the highest mean score found in the aspect of responsibility and lesson preparation ( = 4.85, S.D. = 0.25). 4) The students had the highest level of overall satisfaction with the learning process ( = 4.82, S.D. = 0.28). The study suggests that this instructional model should be expanded by integrating it with local wisdom to build a distinct identity for pre-service vocational teachers, and contemporary digital technologies, such as Generative AI, should be leveraged to enhance brainstorming and instructional media design during the Nirodha and Magga stages to effectively engage modern learners.

A MODEL OF INNOVATION MANAGEMENT IN CORPORATE COMMUNICATION OF PETROLEUM AND REFINERY COMPANIES

2026-05-17T22:03:48+07:00

This research article aims to: 1) Study the current situation and problems of corporate communication innovation management across strategic, process, technological, and personnel dimensions; 2) Develop a corporate communication innovation management model capable of overcoming structural limitations and information flow barriers; and 3) Evaluate the developed model regarding its feasibility and utility for practical implementation within the industrial sector. Utilizing a mixed-methods research design, the study was executed in three distinct phases. The first phase investigated the current situations and challenges through quantitative research, employing online questionnaires distributed to a sample of 400 employees. The research instrument was validated by the Index of Item-objective Congruence (IOC) and demonstrated a Cronbach’s alpha reliability coefficient of 0.92. Data analysis was conducted using descriptive statistics and inferential statistics, specifically multiple regression analysis. The second phase focused on model development through qualitative research, utilizing semi-structured interview guides and focus group discussions. Data validity was verified through triangulation, with in-depth interviews conducted alongside five executives and experts, and analyzed using content analysis. The final phase evaluated the framework utilizing structural model evaluation forms, analyzed through inferential statistics and Structural Equation Modeling (SEM) to verify its goodness-of-fit against empirical data. The findings revealed that:
1) In the current situation, the strategic dimension received the highest level of support; however, organizations faced critical challenges concerning complex processes and fragmented technologies, while the personnel dimension exhibited moderate-to-high digital literacy but lacked adequate strategic awareness. 2) The newly developed management framework comprises three integrated dimensions: Strategy and Policy, Process and Structure, and Innovation and Information Technology. and 3) The framework demonstrated the highest levels of appropriateness, feasibility, and utility for industrial application, achieving statistical significance at the .01 level.

THE DEVELOPMENT OF CHARISMATIC LEADERSHIP INDICATORS BASED ON BUDDHIST APPROACHES FOR SECONDARY SCHOOL ADMINISTRATORS UNDER THE OFFICE OF THE BASIC EDUCATION COMMISSION

2026-05-20T17:26:09+07:00

The objectives of this research were: 1) To develop indicators of charismatic leadership based on Buddhist approaches for secondary school administrators under the Office of the Basic Education Commission, and 2) To validate the goodness-of-fit of the structural relationship model of these indicators with empirical data. The research was conducted in 2 phases. The research methodology was divided into two phases. Phase 1 involved the development of indicators through documentary synthesis and in-depth interviews with nine experts using semi-structured interview forms. Phase 2 focused on validating the structural model. The sample size was determined based on the absolute criteria proposed by Comrey and Lee, which suggested that a sample of 500 participants is considered very good for confirmatory factor analysis (CFA).
In addition, the researcher increased the sample size by 25 percent (125 participants) to ensure adequacy, resulting in a total of 625 respondents comprising school administrators and teachers selected through multi-stage random sampling. The research instrument was a questionnaire, and the data were analyzed using confirmatory factor analysis (CFA). The findings revealed the importance of integrating Buddhist principles into educational administration in order to foster trust and confidence in modern school leadership. Buddhist-based charismatic leadership consisted of five components with fifteen indicators (three indicators for each component), namely: 1) Visionary , 2) Effective Communication, 3) Situational Risk-taking, 4) Collaboration Building, and 5) Ethical Role Modeling. Furthermore, the results of the confirmatory factor analysis indicated that the structural model was consistent with the empirical data. The goodness-of-fit indices met the acceptable criteria at a significant level, with p-value = 0.097, χ²/df = 1.24, RMSEA = 0.02, NNFI = 1.00, CFI = 1.00, GFI = 0.98, and AGFI = 0.97.

AN ACTIVE LEARNING MANAGEMENT MODEL FOR ENHANCING INSTRUCTIONAL MANAGEMENT SKILLS OF PRE-SERVICE TEACHERS IN THE RAJABHAT UNIVERSITY NETWORK

2026-05-24T23:47:55+07:00

This research article aimed to: 1) Investigate the components and indicators of active learning management for enhancing learning management skills among pre-service teachers in the Rajabhat University Network; 2) Assess the current conditions, desirable conditions, and priority needs of active learning management for enhancing learning management skills among pre-service teachers in the Rajabhat University Network; and 3) Develop an active learning management model for enhancing learning management skills among pre-service teachers in the Rajabhat University Network. This study employed a Research and Development (R&D) approach. The sample consisted of 297 pre-service teachers from Surindra Rajabhat University selected through stratified random sampling, along with 17 experts. The research instruments included a component evaluation form, a five-point rating scale questionnaire, and a semi-structured interview form. The findings revealed that: 1) The active learning management framework consisted of five components with a total of 36 indicators, namely learning management activities, instructional media, learning support resources, academic and teaching activities, and participation. All components were consistent with empirical data and were considered appropriate for improving learning management practices; 2) The overall current condition of active learning management was at the highest level ( = 4.46, S.D. = 0.67), with participation receiving the highest mean score, while the overall desirable condition was also at the highest level ( = 4.65, S.D. = 0.55). The learning management activities component demonstrated the highest priority need and should be developed urgently; and 3) The developed active learning management model comprised five key components. The evaluation results indicated that the model was highly appropriate and feasible for implementation.

DEVELOPMENT OF AN ACTIVE LEARNING INSTRUCTIONAL MODEL WITH BOARD GAME INTEGRATION TO PROMOTE MORAL DEVELOPMENT THROUGH CIVIC EDUCATION AMONG GENERATION ALPHA YOUTH IN HAT YAI DISTRICT, SONGKHLA PROVINCE

2026-05-17T22:08:28+07:00

This research aimed to 1) Investigate the moral and social problems among Generation Alpha youth, 2) Develop an instructional model to promote moral development through civic education using Active Learning integrated with a board game, and 3) Examine students’ satisfaction with the developed learning model. The study employed a Research and Development (R&D) methodology that corresponds to the learning characteristics of students in the 21^st century. The target group consisted of 180 Grade 9 students from six schools in Hat Yai District, Songkhla Province, selected through purposive sampling. The research instruments included focus group discussion forms, the Path of Rights board game, Active Learning lesson plans, interview forms, and a satisfaction questionnaire. Data were analyzed using a mixed-methods approach through mean (), standard deviation (S.D.), and content analysis. The findings revealed that 1) Generation Alpha youth faced fundamental moral problems, including a lack of discipline, responsibility, respect for rules, and social coexistence skills. These issues reflect the characteristics of digital-age youth, who tend to exhibit high individualism, low tolerance, and a greater emphasis on rights rather than responsibilities. In addition, traditional lecture-based instruction was found to be inconsistent with the learning characteristics of contemporary learners. 2) The developed instructional model integrated Active Learning with the Path of Rights board game, a strategic simulation game designed to promote decision-making based on human rights principles. The model emphasized student-centered learning and promoted critical thinking, collaboration, communication skills, and moral reasoning. And 3) Students’ overall satisfaction with the developed instructional model was at a high level ( = 4.27 S.D. = 0.86) Furthermore, students were able to apply their knowledge of rights, duties, and responsibilities appropriately in their daily lives.

A STUDY OF THE CURRENT SITUATION, DESIRED STATE, AND MANAGEMENT APPROACHES OF LEARNING NETWORKS THAT PROMOTE STUDENT QUALITY IN PHRAPARIYATTIDHAMMA SCHOOL GENERAL EDUCATION DEPARTMENT

2026-05-20T17:20:38+07:00

This article aimed to: 1) Examine the current and desirable conditions of learning network management that promotes student quality in Buddhist Scripture Schools under the General Education Division, and 2) Investigate guidelines for learning network management that enhances student quality in Buddhist Scripture Schools under the General Education Division. A mixed-methods research design was employed. The sample consisted of 444 administrators and teachers responsible for academic affairs, selected through stratified random sampling. The research instruments included a questionnaire with a reliability coefficient of 0.97 and semi-structured interviews conducted with six experts/monastic and lay specialists. Data were analyzed using descriptive statistics, including mean, percentage, and content analysis. The findings revealed that: 1) The overall current condition of learning network management was at a high level ( = 3.56, S.D. = 0.71), with leadership and management mechanisms showing the highest mean score, while communication, technology, and information systems received the lowest mean score. The desirable condition was found to be at the highest level ( = 4.71, S.D. = 0.51). and 2) Among the desirable conditions, learning and innovation received the highest mean score, followed by leadership and management mechanisms, and shared goals and vision. Key management guidelines included developing a Shared Vision, creating a Safe Space to foster trust and knowledge exchange, promoting Distributed Leadership through authority delegation based on expertise, designing a Horizontal Structure to enhance organizational flexibility, establishing a Centralized Digital Hub to support information utilization, and advancing learning through the Professional Learning Community (PLC) process. The findings indicate that integrated and interconnected learning network management can serve as a key mechanism for enhancing the quality of learners in Buddhist Scripture Schools under the General Education Division.

THE INNOVATION MODEL OF HUMb AN RESOURCE MANAGEMENT IN THE DIGITAL ERA OF THE SECONDARY EDUCATIONAL SERVICE AREA OFFICE, NONTHABURI

2026-05-22T17:37:00+07:00

This research aimed to 1) Study the state of human resource management in the digital era of the Secondary Educational Service Area Office, Nonthaburi 2) Develop an innovative human resource management model for the digital era of the Secondary Educational Service Area Office, Nonthaburi and 3) Evaluate the suitability and feasibility of the developed model. This study employed a mixed-methods research design conducted in three consecutive phases: examining the current state of human resource management in the digital era, developing the innovation model, and evaluating the suitability and feasibility of the model. The research sample consisted of three hundred and twenty-two educational personnel from secondary schools under the Secondary Educational Service Area Office, Nonthaburi, together with relevant qualified experts. The research instruments used in this study included rating-scale questionnaires, interviews, and focus group discussions. Data were systematically analyzed using mean, standard deviation, and qualitative content analysis. The research findings revealed that 1) The state of human resource management in the digital era comprised five distinct dimensions: human resource planning, recruitment, personnel development, communication and collaboration through digital systems, and performance evaluation, with the overall practice rated at the highest level 2) The developed innovation model of human resource management consisted of five core components: principles, objectives, operational procedures, evaluation methods, and success conditions. The operational procedures specifically included five steps: creative design, personnel selection, system modernization, digital collaboration, and performance reflection and 3) The developed model was evaluated as having the highest level of suitability and feasibility. This innovation systematically enhances overall operational efficiency, transparency, and administrative flexibility. It effectively responds to the development needs of modern education, reduces redundant work processes, continuously promotes digital skills among educational personnel, and builds a strong culture of lifelong learning and productive collaboration within the organization.

SUPPLY CHAIN MANAGEMENT STRATEGY FOR INNOVATIVE PRODUCTS FOR SUSTAINABILITY IN THE NON-ALCOHOLIC BEVERAGE INDUSTRY

2026-05-12T13:45:49+07:00

This study aimed to examine the key factors and supply chain management strategies for innovative products toward sustainability in the non-alcoholic beverage industry. A qualitative research approach was employed. Data were collected through in-depth interviews with 30 key informants, including suppliers, manufacturers, experts, distributors, and consumers in the non-alcoholic beverage industry. The research instrument consisted of semi-structured interview questions, while data were analyzed using content analysis and thematic analysis. The findings revealed four major factors contributing to sustainable supply chain management success. First, product innovation focused on developing products that respond to consumer trends related to health and environmental concerns. Second, sustainable packaging development emphasized environmentally friendly packaging, which enhances corporate image and increases consumer acceptance. Third, supply chain collaboration highlighted the importance of joint planning, information sharing, and strategic partnerships among supply chain members. Fourth, the adoption of digital technologies in supply chain operations improved efficiency, transparency, and the speed of business decision-making processes. Furthermore, the study indicated that the systematic integration of innovation in product development, supply chain collaboration, and digital technologies serves as a crucial mechanism for driving sustainable supply chain management and strengthening organizations’ long-term competitiveness in terms of economic, social, and environmental dimensions. The findings also support the development of the non-alcoholic beverage industry in alignment with global sustainable development guidelines. In addition, the results can be utilized as strategic guidelines for organizations seeking to enhance supply chain management efficiency and create sustainable business value in the future.

SUEBUE MUSIC: BELIEFS AND CULTURAL TOURISM OF THE LISU ETHNIC GROUP IN PHET DAM VILLAGE, KHAO KHO DISTRICT, PHETCHABUN PROVINCE

2026-05-20T17:22:50+07:00

The Suebue music instrument is found among the Lisu ethnic group. This qualitative research employed fieldwork and interviews as primary methods of data collection. The study aimed to analyze the relationship between Suebue music a unique instrument found exclusively among the Lisu ethnic group and their beliefs, alongside the role of this music in rituals and cultural activities. The data obtained were subsequently utilized to construct a questionnaire gauging tourist satisfaction, thereby proposing guidelines for cultural tourism development using Suebue music as a central medium. The findings reveal that Suebue music is closely linked to the belief in expelling inauspicious elements from households during the transition from the old year to the New Year. During this festival, Suebue music is performed to accompany the Kwa-Kheya dance, commencing at the spiritual leader’s house and continuing through all 260 households in the Ban Phet Dam Lisu community. Nine Suebue pieces were identified during the New Year celebration, featuring a distinctive performance technique of finger-tapping on the strings present in most tracks. This musical practice represents a conservative cultural activity, functioning as a ritual tool that serves society. These unique characteristics demonstrate high potential for cultural tourism development. Focus group meetings were organized to collaboratively establish tourism development guidelines, leading to a tourist satisfaction survey. The evaluation showed that overall satisfaction was excellent across all aspects. The tradition and culture dimension received the highest mean score of 4.54. Notably, 83.92 percent of tourists expressed a strong desire to participate in the Lisu New Year tradition. These findings reflect that Ban Phet Dam possesses robust cultural capital sufficient to attract tourists and promote sustainable repeat visits in the future.

DEVELOPMENT OF EFFECTIVE INTERNAL QUALITY ASSURANCE MANAGEMENT STRATEGIES FOR SECONDARY SCHOOLS UNDER THE OFFICE OF THE BASIC EDUCATION COMMISSION IN THE UPPER NORTHEASTERN REGION

2026-05-21T18:30:59+07:00

This research aimed to study the development of effective internal quality assurance management strategies for secondary schools under the Office of the Basic Education Commission in the Upper Northeastern Region. The study was conducted in three stages: Stage 1: Examined the current state of effective internal quality assurance management. The sample consisted of 169 participants. Data were collected using a questionnaire developed through content analysis and synthesis, with a reliability coefficient of 0.84. Statistical analysis was performed using mean ( ), standard deviation (S.D.), and priority needs assessment. Stage 2: Developed internal quality assurance management strategies through focus group discussions with 9 experts. Data were analyzed using the TOWS Matrix to identify strengths, weaknesses, opportunities, and threats, along with descriptive analysis. Stage 3: Formulated strategies and evaluated them in terms of usefulness, appropriateness, feasibility, and accuracy for practical implementation. Findings revealed that: 1) The current state of effective internal quality assurance management was at a moderate level overall. The desired state was at the highest level, and the overall needs were also at the highest level. 2) By aspect, the highest mean was found in mobilizing resources and building networks. The most urgent need was setting student outcome goals. Six effective internal quality assurance management strategies were developed: Strategy 1: Define vision, plans, and policies. Strategy 2: Set student outcome goals. Strategy 3: Develop teachers as academic leaders. Strategy 4: Establish a systematic supervision process. Strategy 5: Mobilize resources and build networks. Strategy 6: Emphasize the use of modern technology in management. and 3) The evaluation of the strategies showed that their usefulness, appropriateness, feasibility, and accuracy were rated at the highest level in all aspects.

DEVELOPMENT OF A PROGRAM TO ENHANCE COMPETENCIES IN LEARNING MANAGEMENT DESIGN OF PRESERVICE MATHEMATICS TEACHERS TO PROMOTE STUDENTS’ MATHEMATICAL LITERACY

2026-05-26T11:14:34+07:00

This paper aimed to develop a program to enhance the instructional design competency of preservice mathematics teachers in promoting students' mathematical literacy, and to examine the effects of this program. Using a Research and Development (R&D) approach, the study was conducted with a purposively selected sample of 75 preservice mathematics teachers enrolled in the Bachelor of Education Program in Mathematics from Chandrakasem Rajabhat University, all of whom had completed at least one academic semester. The research instruments consisted of the competency enhancement program documents and a competency assessment were validated by experts and found suitable in all aspects (IOC: 0.67 - 1.00, Difficulty: 0.48 - 0.73, Discrimination: 0.36 - 0.71, and Reliability: 0.84). Data were analyzed using descriptive statistics (percentage, mean, standard deviation) and a one-sample t-test. The findings revealed that 1) The preservice mathematics teachers exhibited the highest priority needs in developing mathematics learning activities that promote mathematical literacy (PNI_modified = 0.751), and the developed program consists of clear objectives, content, learning activities, instructional materials, implementation through the E-PISA process, and evaluation components; and 2) After participating in the program, the preservice mathematics teachers' instructional design competency was significantly higher than the 60% criterion at the .05 level of statistical significance ( = 70.70, s = 10.50, t = 8.83). Furthermore, their satisfaction with the program was at a high level ( = 4.32 s = 0.57). The developed program can be integrated into mathematics teacher education curricula or related courses to prepare preservice teachers to design learning management that promote students' mathematical literacy.

DEVELOPMENT OF A COACHING PROGRAM TO ENHANCE EARLY CHILDHOOD TEACHERS’ SKILLS IN DESIGNING ACTIVE LEARNING ACTIVITIES

2026-05-19T19:10:05+07:00

This research article aimed to: 1) Investigate the components and indicators, current conditions, desirable conditions, and priority needs for developing a coaching program to enhance early childhood teachers’ skills in designing active learning activities; 2) Develop and validate the coaching program; 3) Implement the program; and 4) Evaluate the outcomes of program implementation within the context of child development centers. This study employed a four-phase research and development (R&D) approach using mixed methods research. The sample and key informants consisted of: 1) 368 administrators and early childhood teachers; 2) 9 experts; and 3) 15 early childhood teachers participating in the program implementation. Participants were selected through purposive sampling based on their professional experience and involvement in early childhood education. Research instruments included questionnaires, interview forms, program evaluation forms, active learning activity design skills assessment forms, program implementation evaluation forms, and satisfaction questionnaires. Data were analyzed using mean, standard deviation, and paired-samples t-test statistics. The findings revealed that the program comprised five components: 1) Learning management activities, 2) Learning materials, 3) Learning support resources, 4) Academic support, and 5) Participation in supervision, monitoring, and evaluation, encompassing a total of 19 indicators. The program demonstrated high levels of appropriateness, feasibility, congruence, and usefulness. Early childhood teachers’ skills in designing active learning activities after participating in the program were significantly higher than before participation at the .05 level of statistical significance. Overall, the evaluation of program implementation was at the highest level, with the quality of children aged 2-4 years receiving the highest mean score, while overall satisfaction with the program was at a high level.

PERFORMANCE ASSESSMENT MODEL AND STRATEGIES OF GREEN COLD CHAIN MANAGEMENT FOR SUSTAINABLE COMPETITIVE ADVANTAGE IN THE PROCESSED FRUIT INDUSTRY

2026-05-19T19:08:38+07:00

The processed fruit industry faces challenges in cold chain management, including temperature control, food loss, rising energy costs, and international sustainability measures. This research aims to 1) Study and analyze the factors affecting cold chain efficiency 2) Develop a cold chain performance assessment model and 3) Propose green cold chain management strategies to enhance sustainable competitiveness. Utilizing a qualitative research approach, data were collected through in-depth interviews with 16 key informants, including top executives, industry experts, and logistics service providers, and subsequently validated through focus group discussions involving 8 participants. The data were analyzed using thematic analysis and grounded theory by integrating the Supply Chain Operations Reference (SCOR) model and the Industrial Logistics Performance Index (ILPI). The findings reveal that 1) Five critical factors impact cold chain efficiency: operational processes and quality control, infrastructure and technology, data management and organizational structure, cost and human resources, and external business environments 2) The developed performance assessment model consists of four dimensions: reliability and quality, cost and operational efficiency, agility and responsiveness, and environmental sustainability and 3) Green cold chain management strategies were developed under the 4M (Man, Machine, Material, and Method) framework, focusing on cultivating a low-carbon corporate culture, transitioning to automated systems coupled with IoT technology, and applying circular economy principles. These proposed strategies serve as a crucial mechanism for enterprises to achieve carbon neutrality and build a sustainable competitive advantage in the international market.

COMPONENTS OF ACADEMIC ADMINISTRATION COMPETENCY OF SCHOOL ADMINISTRATORS UNDER THE SECONDARY EDUCATIONAL SERVICE AREA OFFICE

2026-05-25T21:27:27+07:00

This research aimed to investigate the components of academic administration competencies of school administrators under the Secondary Educational Service Area Offices. A mixed-methods research design, incorporating both quantitative and qualitative approaches, was employed. The population consisted of 2,347 school administrators, including principals and vice principals, categorized by school size as follows: 1,154 administrators from small schools, 653 from medium-sized schools, 281 from large schools, and 259 from extra-large schools. The sample comprised 342 school principals under the Secondary Educational Service Area Offices, selected through stratified random sampling at a 95% confidence level with a margin of error not exceeding 5%. Regions and school sizes were used as strata, and simple random sampling was conducted using a lottery method. The research instrument was a rating-scale questionnaire on academic administration competencies. Data were collected through an online system. The data were analyzed using descriptive statistics, including mean and standard deviation, as well as Confirmatory Factor Analysis (CFA). The findings revealed that the academic administration competencies of school administrators consisted of seven components: school curriculum, learning management administration, supervision of learning management, promotion of a learning atmosphere, promotion of research for improving learning management quality, information technology, and personnel development and advancement. Overall, the competencies were rated at the highest level ( = 4.57, S.D. = 0.60). The highest mean scores were found in learning management administration, school curriculum, and information technology. The results of the Confirmatory Factor Analysis indicated that the proposed model was highly consistent with the empirical data at the .01 level of statistical significance. The model-fit indices were as follows: χ²/df = 1.055, RMSEA = 0.013, CFI = 0.995, TLI = 0.994, and SRMR = 0.050, demonstrating an excellent level of model fit.