Journal of Social Science and Cultural

SYNTHESIZING THEORY AND CONCEPTS TO DEVELOP PERFORMANCE INDICATORS IN FOOD AND BEVERAGE MANAGEMENT COURSES

2025-12-04T16:44:56+07:00

This article aims to examine the development of guidelines for creating learning indicators for the course Food and Beverage Operations and Service. The study synthesizes concepts and theories of modern learning management, including Active Learning, Experiential Learning, and Place-Based/Community-Based Learning, as well as Bloom’s Taxonomy of cognitive learning behaviors. These frameworks are applied to design indicators that comprehensively reflect learners’ competencies in terms of knowledge, skills, and attitudes, aligning with the nature of the course that integrates theoretical knowledge with practical skills in both simulated and real professional contexts. The developed indicators consist of four dimensions, 1) Knowledge indicators, emphasizing comprehension, analysis, and application of knowledge related to food and beverage service, organized according to the progressive levels of Bloom’s Taxonomy. 2) Practical skill indicators, reflecting learners’ abilities in food preparation, service operations, problem-solving, and teamwork, in accordance with the principles of Experiential Learning, which promotes learning through hands-on practice. 3) Attitude and ethics indicators, focusing on developing professional attitudes, responsibility, discipline, service-mindedness, and appreciation of local wisdom, with the learning process integrating the Thai-Yuan culinary context of Rang Bua Subdistrict. and 4) Overall performance indicators, used to assess learners’ abilities to integrate knowledge and skills to create food and beverage service work that meets professional standards. The assessment methods include observation, simulation-based assessments, portfolios, reflective practice, and tests. The synthesis highlights that developing indicators based on this integrated framework enhances the quality of learning management to meet the needs of the modern service industry, supports the development of learners’ competencies in all three domains, and fosters a sense of community and cultural appreciation, ultimately contributing to learners’ readiness for professional practice with quality.

MECHANISMS FOR PROMOTING AND DEVELOPING INTANGIBLE CULTURAL HERITAGE: AN ANALYSIS OF KNOWLEDGE, ROLES, AND NETWORKS OF LIKAY PA BY THAWORN SUNTHORNSIN TROUPE, TRANG PROVINCE

2025-12-05T22:39:00+07:00

This research article aims to examine knowledge, role and network analysis to promote and develop intangible cultural heritage through Likay Pa performances by the Thaworn Sunthonsilp troupe in Trang Province. This qualitative research includes the following key informants: knowledgeable individuals in Likay Pa performing arts; participants in the performances; youth; representatives from educational institutions, the Provincial Cultural Office, local administrative organizations, community leaders, the president of the District Cultural Council, and business organizations, totaling 16 individuals. Data were collected through participatory observation, in-depth interviews, focus group discussions, content analysis, and a comprehensive summary presented through descriptive analysis. The research showed that the knowledge of the Likay Pa performance on the history has been transmitted for at least 70 - 80 years. The performance components included actors, lyrics, musical instruments, costumes, Likay Pa theaters, beliefs, and performance sequences. An analysis of the Likay Pa performance highlighted roles in shaping a shared community identity, education and training, entertainment, belief transmission, coordinating relationships among different groups of people, creating shared memories, and social criticism. The network analysis for the promotion and development of intangible cultural heritage involved government agencies, including educational institutions, community leaders, local administrative organizations, and the Trang Provincial Cultural Office, as well as private-sector agencies, such as the Sikao District Cultural Council and community businesses. Research findings indicate that mechanisms to promote and develop Likay Pa's cultural heritage must integrate traditional knowledge with adaptive roles in line with modern times, and that a network of stakeholders must collaborate to ensure the sustainability of Likay Pa performances.

PUSH VERSUS PULL FACTORS OF THAILAND’S OFDI IN BRICS: A QUALITATIVE ANALYSIS

2025-12-02T12:34:03+07:00

This study aims to: 1) Examine the key factors influencing the outward foreign direct investment (OFDI) decisions of Thai companies in BRICS countries, 2) Investigate the economic benefits resulting from Thailand’s OFDI, and 3) Explore relevant policy mechanisms that support Thai investment abroad. A qualitative research design was employed, involving four key informants purposively selected from executives of Thai firms operating in India and South Africa and senior officials from government agencies responsible for international investment promotion. In-depth semi-structured interviews were conducted until data saturation was reached, and the data were analyzed using thematic analysis supported by content analysis with NVivo software. 1) The findings reveal that push factors influencing Thai investment include a saturated domestic market, Political uncertainty, and the need for technological upgrading and new business opportunities. Meanwhile, pull factors from BRICS countries include investment incentives, ownership 2) Liberalization, and access to large and growing consumer markets. the economic benefits occur at both firm and national levels. At the firm level, companies gain increased revenues, business expansion, and access to new technologies. At the national level, benefits emerge through GDP enhancement, human capital development, and strengthened global competitiveness. and 3) Policy recommendations emphasize establishing an outbound investment support center, legal and informational assistance, and strategic utilization of trade agreements. The contribution of this study is the development of a conceptual model explaining the dynamic interaction between push factors, pull factors, enabling mechanisms, and economic outcomes driving Thailand’s OFDI in BRICS markets.

THE DEVELOPMENT OF EXECUTIVE FUNCTION DEVELOPMENT PROGRAM FOR DEVELOPING LEADERSHIP CHARACTERS OF CADETS

2025-12-02T12:30:01+07:00

This research aimed 1) To identify approaches for developing leadership attributes among cadets based on executive function skills, including the specific components of the executive functions associated with leadership development, and 2) To develop and design a program for enhancing executive function skills to foster leadership attributes among cadets. A mixed-methods research design was employed. Phase 1 utilized a qualitative research approach through content analysis of focus group discussions with 10 participants, comprising commander-cadets and cadet trainers. The results indicated that essential approaches to fostering leadership characters involve role modeling and continuous practice. Additionally, six executive function components related to leadership development were identified: emotional control, inhibitory control, cognitive flexibility, planning and organizing, self-monitoring, and goal-directed persistence. The results from Phase 1 were subsequently used to design a program aligned with the development process of the targeted skills and the scope of variables under investigation, and its content validity was evaluated by five experts. Phase 2 employed a quantitative research approach to assess the appropriateness of implementing the program. The sample consisted of 20 undergraduate cadets who participated in the program. The research instrument was a satisfaction questionnaire with a reliability coefficient of 0.87. Data were analyzed using descriptive statistics. The results indicated a very high level of satisfaction, particularly regarding knowledge enhancement (M = 4.75, SD = 0.44), skill and ability development (M = 4.65, SD = 0.49), application of learning (M = 4.65, SD = 0.49), and achievement of program objectives in enhancing executive function skills (M = 4.60, SD = 0.50), demonstrating a clearly positive response to the program.

DEVELOPING SYSTEMS AND MECHANISMS FOR THE MANAGEMENT OF RESEARCH WORK IN BUDDHISM TO ENHANCE WISDOM AND ETHICS BASED ON INTEGRATED BUDDHIST PRINCIPLES

2025-12-01T14:55:22+07:00

The main objectives of this research article are: 1) Synthesize research on Buddhism; 2) Develop a management system for Buddhist research; and 3) Develop mechanisms for Buddhist research management to foster wisdom and ethics. The study uses a mixed-methods approach documentary, qualitative, and quantitative research conducted in three phases: synthesizing
30 research papers; designing and testing the BRL system with 100 users and expert validation; and conducting interviews and focus groups. Data analysis involved documentary analysis, quantitative statistics, and qualitative content analysis. The research findings are as follows: 1) The synthesis of the 30 research papers reflects the application of Dhamma principles-specifically, the Threefold Training (Tisikkha), the Four Paths of Accomplishment (Iddhipada), and the Four Bases of Social Solidarity (Sangahavatthu)-integrated with modern disciplines in education, management, and community development. This integration has resulted in a body of knowledge that supports the development of wisdom and ethics at the individual, community, and institutional levels. 2) The BRL system consists of six modules: a research database, curriculum and learning media development, research quality assessment, network building, model areas, and policy synthesis. Evaluation results indicated that the system was appropriate, functional, and effective in organizing Buddhist-related research, reducing duplication, and enhancing accessibility to research outputs. Additionally, the BRL system supports users by streamlining information retrieval, promoting collaboration among researchers, and ensuring effective dissemination of research findings. These benefits enhance the management, accessibility, and impact of Buddhist research. and 3) The 20 developed research management mechanisms encompass setting research directions, researcher development, establishing a central database, utilizing digital technology, and building academic networks. These mechanisms render research management systematic and practically applicable at the societal level. Furthermore, they reflect the connection between Dhamma principles and modern tools to efficiently and continuously support the advancement of research on Buddhism.

PROMOTING THE POTENTIAL OF CREATIVE TOURISM IN CHANTHABURI PROVINCE

2025-12-01T15:09:41+07:00

This research aimed to 1) Study the policy of promoting creative tourism in Chanthaburi Province within the Chanthaburi Provincial Development Plan for 2023 - 2027, and 2) Study the potential for creative tourism in Chanthaburi Province. A qualitative research methodology was used by analyzing the content of tourism promotion policies in the Chanthaburi Provincial Development Plan as a unit of analysis, and conducting in-depth interviews with executives from government agencies, the private sector, academics, local administrative organizations responsible for promoting creative tourism, and creative tourism operators across all 10 districts, totaling 31 people. The findings revealed that: 1) Policies of promoting creative tourism served as a key mechanism for driving the development of creative tourism at the local level, emphasizing natural tourism resources, arts, culture, and ways of life, which were the strengths and prominent features of Chanthaburi Province. This aimed to enhance the quality of both primary and secondary tourist destinations, focusing on value, identity, sustainability, and suitability for tourists of all ages, to develop Chanthaburi Province into a high-value creative tourism city, and 2) Chanthaburi Province had potential in two aspects of creative tourism; 2.1) Potential in tourism-supporting areas. The creative tourism sites in each community in Chanthaburi Province were extensive, capable of accommodating large numbers of tourists, and equipped with comprehensive public utilities. There are numerous and diverse accommodations with high-security systems, enabling tourists to spend more time exploring the area. and 2.2) Attraction Potential: Chanthaburi Province has a large number of resources for creative tourism, including natural resources, historical sites, antiques, art and culture, traditions, and lifestyle-related activities that cater to the diverse needs of creative tourism for travellers.

THE RESEARCH ON THE IMPACT OF PROACTIVE PERSONALITY ON ENTREPRENEURIAL INTENTION OF COLLEGE STUDENTS: AN EMPIRICAL STUDY BASED ON THE THEORY OF PLANNED BEHAVIOR

2025-12-08T23:06:16+07:00

Entrepreneurial activity is a crucial driving force of modern economic and social development, playing an important role in creating employment opportunities and fostering human capital in the context of an increasingly competitive labor market. Based on the Theory of Planned Behavior (TPB), this study investigates the influence mechanism of proactive personality on entrepreneurial intention. Empirical data were collected from 1,029 undergraduate students from five universities in Hebei Province, People’s Republic of China. Structural Equation Modeling (SEM) was employed to systematically test the proposed hypotheses. The results indicate that proactive personality has a statistically significant positive effect (p < 0.05) on entrepreneurial self-efficacy, entrepreneurial attitude, subjective norms, and perceived behavioral control. All four psychological variables exert significant positive effects on students’ entrepreneurial intention and function as partial mediators between proactive personality and entrepreneurial intention. Among them, perceived behavioral control demonstrates the strongest indirect effect, accounting for 13.03% of the total effect. In addition, entrepreneurial family background plays a statistically significant positive moderating role. The findings confirm the applicability of the Theory of Planned Behavior in the context of Chinese university students and extend this framework by integrating proactive personality as an important individual trait in the formation of entrepreneurial intention. Furthermore, the results provide practical implications for higher education institutions and policymakers in promoting the development of future entrepreneurs in a more systematic and explicit manner.

TRENDS IN ENGLISH LEARNING MANAGEMENT AMONG SECONDARY EDUCATIONAL INSTITUTIONS UNDER THE JURISDICTION OF THE SECONDARY EDUCATIONAL SERVICE AREA OFFICE, BANGKOK

2025-12-01T15:03:03+07:00

This research aims to 1) Study trends in English language learning management at the secondary level of educational institutions under the Bangkok Secondary Educational Service Area Office, and 2) Assess trends in English language learning management at the secondary level of educational institutions under the Bangkok Secondary Educational Service Area Office. This research utilized a mixed-method approach and was divided into two phases: Phase 1 studied trends in English language learning management at the secondary level of educational institutions. The informants included experts in English language learning management, educational supervisors, educational administrators, deputy administrators for academic affairs, and heads of foreign language learning groups, totaling 17 persons, who were purposively selected. The interviews were used as the data analysis tool. Phase 2 assessed trends in English language learning management at the secondary level of educational institutions. The informants included administrators and heads of foreign language learning groups at the secondary level of educational institutions under the Bangkok Secondary Educational Service Area Office, totaling 32 persons, who were purposively selected. The data were analyzed using a questionnaire. The statistics used included means and standard deviations. The results revealed that 1) Trends in English language learning management at the secondary level of educational institutions were divided into five dimensions, totaling 132 indicators, and all indicators showed potential for improvement. and there is consistency in every indicator (Md. ≥ 3.5, Mo.-Md. ≤ 1, I.R. ≤ 1.5) with consensus and 2) The assessment of the tendency of English language learning management in secondary schools has accuracy, appropriateness, feasibility and usefulness with statistical significance at the .01 level for every indicator and is independent or consistent (p-value >.05) for every indicator.

DEVELOPMENT OF A MODEL TO PROMOTE THE PARTICIPATION OF VILLAGE HEALTH VOLUNTEERS (VHVS) IN THE PREVENTION AND CONTROL OF HYPERTENSION IN PHICHIT PROVINCE

2025-12-06T23:01:25+07:00

This research is a participatory action study with the objectives of 1) Creating and developing a model for promoting the participation of village health volunteers in the prevention and control of hypertension; 2) Studying the participation of village health volunteers (VHVs) in the prevention and control of hypertension; 3) Studying the factors affecting the participation of village health volunteers (VHVs) in the prevention and control of hypertension; and 4) evaluating the effectiveness of the created and developed model for promoting the participation of village health volunteers (VHVs) in the prevention and control of hypertension. The sample group consisted of 420 VHVs in Phichit Province, 20 VHVs in the experimental sub-districts, and 20 network partners. Data was analyzed using Stepwise Multiple Regression, Paired-Samples T-Test, and content analysis. The results showed that VHVs had a moderate level of participation in the prevention and control of hypertension. Factors that influenced and could predict the level of VHV participation included motivation and health literacy. The created and developed model included 1) Establishing a joint agreement between public health agencies and VHV associations. 2) Develop the capacity of Village Health Volunteers (VHVs), 3) Create motivation, 4) Improve communication and public relations, 5) Coordinate cooperation with partner networks, 6) Promote activities or forums for exchanging knowledge, and 7) Identify exemplary VHVs. The average score after implementing the model was higher than before implementing it. Recommendations: The participation of VHVs should be promoted more actively by declaring it a key policy, creating collaborative networks, and adapting the created and developed model to areas with similar contexts.

SCALE VALIDATION FOR DISASTER EDUCATION RESEARCH IN UNIVERSITIES OF THE BEIBU GULF REGION

2025-12-02T11:59:11+07:00

This quantitative study aims to integrate the concepts of social identity, regional identity, risk perception, and self-efficacy to construct an analytical framework for disaster education among university students in the Beibu Gulf area and to develop high-quality measurement instruments. The Beibu Gulf is a coastal region highly exposed to typhoons and flooding, making disaster education in higher education institutions essential for enhancing social resilience. Stratified sampling was employed, and the sample size was determined according to statistical analysis principles. Data were collected through an online questionnaire from 811 students at four public universities in the Beibu Gulf area, with a valid response rate of 95.4%. The research instruments consisted of four scales: regional identity, risk perception, self-efficacy, and disaster education. Content validity was examined by experts. Data analysis included item analysis, reliability analysis, exploratory factor analysis (EFA), and confirmatory factor analysis (CFA). The results indicated that all four scales demonstrated good internal consistency, with Cronbach’s alpha coefficients ranging from 0.790 to 0.918. EFA results revealed clear factor structures consistent with the conceptual framework, with KMO values exceeding 0.90 and cumulative explained variance ranging from 56.4% to 58.0%. CFA results showed that the model fit indices were within acceptable standards. This study provides validated measurement instruments for examining the psychosocial mechanisms of disaster education and offers empirical support for the development and evaluation of disaster education in the local context of the Beibu Gulf area and in similar regions.

DEMOGRAPHIC AND TRAVEL BEHAVIOR FACTORS INFLUENCING THE CULTURAL TOURISM DECISION-MAKING OF THAI TOURISTS IN UBON RATCHATHANI

2025-12-03T12:06:15+07:00

This study aimed: 1) Examine the cultural tourism behaviors of Thai tourists in Ubon Ratchathani Province; 2) Evaluate tourists’ opinions about factors that affect their decision-making in cultural tourism; and 3) Compare how demographic characteristics and travel behaviors influence cultural tourism decision-making among Thai tourists. The research used a quantitative approach. Data were collected via a questionnaire administered to 400 Thai tourists selected through convenience sampling. Data analysis involved descriptive and inferential statistics, with a 95 percent confidence level and a maximum margin of error of 5 percent. The findings showed that: 1) Most cultural tourists were female and aged between 26 and 43 years (Generation Y). They traveled to learn about local culture and lifestyles, typically with family members using private vehicles. They mainly got travel information from social media; 2) Tourists rated their opinions on factors influencing cultural tourism decision-making as high, especially regarding religious attractions, local traditions, and community lifestyles; and 3) Gender, marital status, occupation, income, travel purpose, travel management style, and travel spending significantly affected cultural tourism decision-making at the 0.05 level. The results highlight the unique cultural tourism identity of Ubon Ratchathani Province. It features religious heritage, traditional practices, and strong family-oriented travel habits. These findings can serve as helpful information for developing and managing cultural tourism destinations in the province, reflecting the travel patterns, preferences, and decision-making behaviors of Thai tourists in the context of cultural tourism in Ubon Ratchathani Province.

DEVELOPING AN INNOVATIVE ORGANIZATION MODEL TO ENHANCE LEARNERS’ INNOVATION COMPETENCIES IN SCHOOLS UNDER THE NAKHON SI THAMMARAT PRIMARY EDUCATIONAL SERVICE AREA OFFICE 2

2025-12-06T23:04:08+07:00

The purposes of this research were to: 1) Study the current conditions, desirable conditions, priority needs, and guidelines for becoming an innovative organization; 2) Develop an innovative organization model; and 3) Evaluate the implementation of the developed model. The research was conducted in three phases. Phase 1 examined the current and desirable conditions, priority needs, and guidelines for becoming an innovative organization. The population consisted of administrators and teachers, with a sample of 330 participants, and seven experts. The research instruments were questionnaires and interviews. Phase 2 focused on developing the model through an expert-based seminar with nine experts and focus group discussions with 12 administrators and teachers. Feasibility and usefulness evaluation forms were used. Phase 3 evaluated the implementation of the model using interviews, an assessment of students’ innovator characteristics, and a satisfaction questionnaire. The informants included 570 students in grades 4 - 6 and 38 school administrators and heads of academic affairs. Data were analyzed using mean, standard deviation, and content analysis. The findings revealed that: 1) the overall current condition was at a high level ( = 4.24, S.D. = 0.58), while the desirable condition was at the highest level ( = 4.56, S.D. = 0.48); 2) the innovative organization model consisted of six components: principles, objectives, inputs, operational processes, outputs, and conditions for success; and 3) students’ innovator characteristics were at a moderate level before implementation and improved to an excellent level after implementation. Overall satisfaction with the model and its implementation manual was at the highest level.

UPGRADING WASTE-FREE COMMUNITIES ACCORDING TO BUDDHIST METHODS FOR SUSTAINABLE URBAN DEVELOPMENT BY USING COMMUNITY-BASED COMMUNITIES IN KHON KAEN MUNICIPALITY

2025-12-01T15:00:54+07:00

This research article aimed to: 1) Study zero-waste communities in sustainable livable city development using a community-based approach in Khon Kaen Municipality, 2) Develop the upgrading of zero-waste communities according to Buddhist methods for sustainable livable city development using a community-based approach in Khon Kaen Municipality, and 3) Disseminate the upgrading of zero-waste communities according to Buddhist methods for sustainable livable city development using a community-based approach in Khon Kaen Municipality. This mixed-methods research collected quantitative data from 398 citizens using a 5-point Likert scale questionnaire with content validity between 0.80 - 1.00 and reliability of 0.875, and qualitative data from in-depth interviews with 30 stakeholders, including local leaders, community leaders, and citizens in Khon Kaen Municipality area. Data were analyzed using descriptive statistics including frequency, percentage, mean, and standard deviation, and One Group Pretest-Posttest Design using dependent samples t-test and descriptive content analysis. The research findings revealed that 1) Citizens demonstrated high readiness for zero-waste community development, with 89.2% having knowledge of waste management, 91.5% agreeing with the zero-waste community concept, and 95.0% willing to participate. 2) The Buddhist method-based community upgrading model comprised the application of the Six Saraniya Dhamma (Principles of Cordiality), and Seven Aparihaniyadhamma (Conditions of Welfare), integrated with the 3Rs principles and modern technology. and 3) The model implementation results showed that mean opinion scores significantly increased from 3.85 to 4.63 (p < .05). The recommendations are to strengthen comprehensive waste management systems, integrate technology, develop community leaders, and expand collaborative networks.

DEVELOPMENT OF A SYSTEMIC MANAGEMENT MODEL INTEGRATED WITH THE PARTICIPATORY MANAGEMENT APPROACH TO ENHANCE TEACHERS’ ACTIVE LEARNING MANAGEMENT COMPETENCY AND INNOVATOR SKILLS AT BAN HAN SCHOOL UNDER THE SATUN PRIMARY EDUCATIONAL SERVICE AREA OFFICE

2025-12-03T11:59:29+07:00

This research article aimed to: 1) Examine the current and desired conditions, 2) Develop the model, 3) Implement the model, and 4) Evaluate the systemic management model integrated with participatory management to enhance teachers’ active learning competencies and innovator skills at Ban Han School. The research employed a research and development design using both quantitative and qualitative data. The sample consisted of six teachers, seven members of the School Board of Basic Education, fifty-nine students from Grades 1 - 6, and thirteen experts, all selected through purposive sampling. The research instruments included questionnaires, interviews, evaluation forms, and record forms, all of which were validated for content accuracy by experts. Data were analyzed using percentage, mean, standard deviation, content analysis, and t-test compared with the 80-percent criterion. The findings revealed that: 1) The current condition was at a high level, while the desired condition was at the highest level. The urgent development areas were teachers’ innovator skills, active learning management, and participatory management. 2) The developed model consisted of seven components: principles, objectives, inputs, processes, outputs, measurement and evaluation, and conditions for success. Experts evaluated the model as having the highest levels of feasibility, appropriateness, and usefulness. 3) The implementation results indicated that teachers’ active learning competencies and innovator skills were significantly higher than the criterion at the .05 level. and 4) The usefulness of the model was rated at the highest level, with the highest scores in benefits for students, and the overall satisfaction with the model was also at the highest level.

POLICY FOR THE DEVELOPMENT OF THE CENTRAL CITY OF THE MIDDLE NORTHEASTERN REGION

2025-12-11T18:08:06+07:00

This research aims to 1) Study the development policy of the central city of the central northeastern region; 2) Study the factors affecting the development of the central city of the central northeastern region; and 3) Propose a development plan for the central city of the central northeastern region. The study focuses on Khon Kaen Province, the center of the Central Northeastern region. This qualitative research collected data through in-depth interviews with 24 key informants, document analysis, and relevant policies. The findings reveal that: 1) The central city development policy emphasizes creating livable and modern cities under the Smart City concept, emphasizing economic, social, and environmental development; 2) Key factors influencing the development of central cities include infrastructure, economics, society, and politics, particularly Khon Kaen Province's role as a center for education, transportation, and investment, such as the Green Industrial Estate project; and 3) The researcher's proposed development plan comprises three main aspects: 1) Strengthening personnel, tools, and necessary resources; 2) Integrating various sectors, including the public, private, and public sectors, to drive development; and 3) Flexible planning to accommodate future contextual changes. To achieve sustainable and competitive urban development at the regional and national levels, the researcher has also proposed the “PIYANUCH Model” as a mechanism to drive urban development, emphasizing 1) Participation of all sectors, 2) The use of innovation, 3) Value-added economic development, 4) Flexibility, 5) Physical connectivity, 6) Economic, social and environmental balance, 7) promotion of creative industries, and 8) Linking the operations of the public, private, and public sectors.

STRENGTHENING THE CAPACITY OF THAI RICE NOODLE PRODUCERS THROUGH DIGITAL TECHNOLOGY A CASE STUDY OF A COMMUNITY ENTERPRISE PROCESSING COCONUT PRODUCTS IN PAK POON MUNICIPALITY, NAKHON SI THAMMARAT PROVINCE

2025-12-09T00:08:47+07:00

This research aims to: 1) analyze the strengths of coconut producer groups in Pak Phun Municipality, Nakhon Si Thammarat Province, and 2) apply digital technology to develop online marketing. The research employs a mixed-methods approach, combining qualitative and quantitative methods. The sample group consists of 45 members from two community enterprises processing coconut products: the Yai Sri Sticky Rice Group and the Ka Sao Group, selected using purposive sampling. Research instruments include questionnaires, semi-structured interviews, focus group discussions, and SWOT analysis. Data were analyzed using SPSS to determine frequency, percentage, mean, standard deviation, and t-test. The results show that the overall strength of the coconut producer groups, as analyzed from the sample group, is high ( = 3.64, S.D. = 0.50), reflecting their expertise in producing consistently high-quality rice noodle sauce. A statistically significant difference (P > 0.05) was found between the two groups, indicating similar levels of strength and the potential for collaborative development using similar approaches. The application of digital technology in online marketing development was found to be at a moderate level overall ( = 3.50, S.D. = 0.50). Members had a positive attitude towards using digital technology ( = 4.17) but lacked skills in online content creation. SWOT analysis revealed that both groups have high potential for development due to the growing online market trend, their ability and interest in local products, and government support, but they need to accelerate development to cope with competitors increasingly using digital technology.

DEVELOPING INTEGRATED LOCAL CURRICULA THROUGH COMMUNITY PARTICIPATION AT THE ELEMENTARY SCHOOL LEVEL MUEANG NAKHON NAYOK DISTRICT, NAKHON NAYOK PROVINCE ABOUT HOI HOM

2025-12-04T16:50:12+07:00

This research aimed to 1) Study basic information for developing an integrated local curriculum on Hoi Hom for primary school students in Mueang Nakhon Nayok District, Nakhon Nayok Province, 2) Develop a local curriculum through community participation in primary schools, 3) Implement the integrated local curriculum on Hoi Hom; 4) Evaluate and revise the developed curriculum; and 5) Assess teachers’ competencies in curriculum development and the design of active learning management. The research was conducted in four stages: studying problems and needs for local curriculum development, designing and developing the curriculum, implementing the curriculum, and evaluating the curriculum. A quantitative research approach was employed using questionnaires as the research instrument. The target group consisted of 27 students in Grades 4 - 6 at Huakhaokaew School during the second semester of the 2024 academic year, selected through purposive sampling. The findings revealed that the developed local curriculum on Hoi Hom comprised the following components: principles, vision, objectives, key learner competencies, desirable characteristics, curriculum structure, course description, learning objectives, standards-based learning units, learning standards and indicators, guidelines for learning activities, instructional media and learning resources, as well as measurement and evaluation. The curriculum consisted of eight learning units. The students who participated in the activities achieved a post-learning achievement mean score of 82 percent, which was higher than the established criterion of 80 percent. Their practical skills were at the highest level ( = 4.54). Attitudes toward discipline and learning commitment were at the highest level ( = 4.73), and attitudes toward recognizing the value and importance of local learning were also at the highest level ( = 4.66). In addition, the teachers demonstrated a good level of competency in local curriculum development and active learning management

STRATEGIES FOR GOOD CORPORATE HEALTH MANAGEMENT UNIVERSITY IN GUANGXI PROVINCE, PEOPLE'S REPUBLIC OF CHINA

2025-12-10T23:06:42+07:00

The purpose of this research were to 1) Study the good organizational health management practices of university administrators in Guangxi Province, People's Republic of China, and 2) Study the strategies for good organizational health management. The research population consisted of universities in Guangxi Province, People's Republic of China. This research employed a mixed-methods approach. The sample comprised 234 administrators and faculty members from universities in Guangxi Province, People's Republic of China, selected using purposive sampling. The research instrument was a 5-level Likert scale questionnaire with a content validity index of 1.00 and a reliability coefficient of .92. Statistical analysis included percentages, means, and standard deviations.
The results showed that, overall, the good organizational health management practices of universities in Guangxi Province, People's Republic of China, were at a high level. When considering individual aspects, organizational strength had the highest mean score, followed by morale.
The influence of administrators had the lowest mean score. Strategies for good organizational health management included visionary leadership, a positive work culture, transparent communication, promotion of participation, and staff skill development using integrated information technology systems. In the long term, university administrators in Guangxi Province encouraged personnel to employ diverse problem-solving methods and supported human resources based on competence. Each individual's aptitudes are considered, encouraging and developing personnel to produce academic work. Management possesses the right attitude, intention, and motivation to motivate personnel to perform assigned tasks in order to achieve organizational goals and lead to the sustainable improvement and development of management quality.

DEVELOPMENT OF LEARNING MANAGEMENT MODEL USING PHENOMENON BASED LEARNING WITH ARTIFICIAL INTELLIGENCE (AI) TO ENHANCE COMMUNICATION SKILLS FOR PRE-SERVICE TEACHER IN THE DIGITAL ERA

2025-12-05T22:41:24+07:00

This research aims to: 1) Develop a learning management model using phenomenon-based learning integrated with artificial intelligence to promote communication skills for pre-service teachers in the digital era, 2) Examine the effects of using the learning management model, and 3) Evaluate and refine a learning management model. The participants were 40 first-year pre-service teachers selected through volunteer sampling. The research instruments included: 1) An appropriateness assessment form, 2) A communication skills evaluation form, and 3) A satisfaction questionnaire. Quantitative data were analyzed using mean, standard deviation, and percentage, paired sample t-test and content analysis. Research findings revealed that the learning management model consisted of 4 components and 5 instructional units: 1) Principles, 2) Objectives, 3) Learning activity procedures, consisting of 3.1) Concept study, 3.2) Phenomenon observation, 3.3) Language arts integration with AI, 3.4) Dialogic communication, and 3.5) Communication evaluation, and
4) Assessment and evaluation. The developed model was found to be highly appropriate (M = 4.53, S.D. = 0.16). After using the model, pre-service teachers had communication skills scores higher than 70 percent and their post-learning communication skills scores (M = 8.32, S.D. = 0.72) were significantly higher than their pre-learning scores (M = 6.25, S.D. = 0.74) at the .05 level. The satisfaction towards the learning management model was at the highest level (M = 4.39, SD = 0.53) which effectively the use of artificial intelligence technology and the designed situational activities, both of which played a crucial role in promoting and practicing communication skills improvements students increased confidence in language use and greater communicative expression.

THE EFFECTS OF PROBLEM-BASED LEARNING ON SCIENTIFIC PROBLEM-SOLVING THINKING AND SCIENTIFIC MIND OF GRADE 5 STUDENTS

2025-12-03T12:03:53+07:00

The purposes of this research were 1) To compare the scientific problem-solving thinking for grade 5 students after Problem Based Learning against a criterion of 70%. and 2) To study the scientific mind for grade 5 students after Problem Based Learning. The sample group consisted of 21 Primary 5 students from one classroom at Watthunglor School, which is under the Nakhon Si Thammarat Primary Educational Service Area Office 3, during the first semester of the 2025 academic year. Schools were used as the unit of sampling for selection. The research instruments consisted of 1) Problem Based Learning lesson plans on the topic of Substances in Daily Life for grade 5 students. 2) A scientific problem-solving thinking test on the topic of Substances in Daily Life for grade 5 students. and 3) A scientific mind scale for grade 5 students. The study was conducted over 16 instructional periods. After the implementation of the lessons, students completed the scientific mind questionnaire and the scientific problem-solving thinking test. The statistics for data analysis comprised percentage, mean, standard deviation, and the one-sample t-test. The results revealed that 1) The students’ scientific problem-solving thinking after Problem-based Learning was significantly higher than the 70 percent criterion at the .05 level (78.97%). and 2) The students’ scientific mind after Problem-based Learning was at a high level ( = 3.37, S.D. = 0.23).

GUIDELINES FOR MODERN ORGANIZATION MANAGEMENT OF VOCATIONAL COLLEGES, GUANGXI

2025-12-08T23:13:49+07:00

This study aimed to 1) Examine the level of modern organizational management in vocational colleges in Guangxi Province and 2) Identify guidelines for modern organizational management in vocational colleges in Guangxi Province. The research employed a mixed-methods approach, surveying 248 middle-level managers from 10 vocational colleges in Guangxi Province. Stratified random sampling and simple random sampling were used to select the sample. The research instrument was a questionnaire with a content validity index of 1.00 and a reliability coefficient of .87. Data was analyzed using percentages, means, and standard deviations. The results showed that the level of modern organizational management in vocational colleges in Guangxi Province was moderate ( = 3.04, = 1.16) across six areas. The areas with the highest to lowest means were: college-industry partnership (highest mean), followed by social services, educational resource allocation, teachers' digital capabilities, student development (lowest mean), and curriculum system (lowest mean). The researchers propose six development approaches comprising 34 measures:
1) Improving the allocation of educational resources 2) Developing a science-based curriculum system 3) Enhancing the digital capabilities of faculty 4) Developing collaboration between colleges and industry 5) Improving student development, and 6) Improving social services. The assessment of the appropriateness and feasibility of these approaches showed a high level of effectiveness, reflecting the management of educational resources through participation and the enhancement of organizational quality to keep pace with the changing global society towards sustainability.

APPLICATION OF GEOGRAPHIC INFORMATION SYSTEM TO PROMOTE ECOTOURISM AND CULTURAL TOURISM IN LANSAKA DISTRICT, NAKHON SI THAMMARAT PROVINCE

2025-12-01T14:52:42+07:00

This study aimed to: 1) Survey and compile information on ecotourism and cultural tourism sites in Lan Saka District, Nakhon Si Thammarat Province, 2) Develop a geographic information system (GIS) to promote ecotourism and cultural tourism, 3) Design and propose ecotourism and cultural tourism routes, and 4) Evaluate user satisfaction with the system. A mixed methods approach was employed, combining qualitative and quantitative methods. The population consisted of Thai tourists visiting Lan Saka District, with a sample size of 385 participants. Data collection included: 1) Conducting field surveys and recording GPS coordinates of tourism sites in Lan Saka District, Nakhon Si Thammarat Province, along with taking photographic documentation, 2) Reviewing related documents, research, and websites, 3) A spatial database was developed using ArcGIS Pro and Google Maps for data visualization, information presented and disseminated through the Google Sites platform, and 4) The collection of user satisfaction data, which were analyzed using descriptive statistics, including mean and standard deviation. The results revealed that Lan Saka District contains 11 ecotourism sites and 9 cultural tourism sites. The developed GIS enabled tourists to easily access tourism information and provided interactive maps and infographics that supported effective travel planning. Based on the spatial analysis and the characteristics of tourism sites, three tourism routes were designed and proposed: 1) An ecotourism route, 2) A Cultural tourism route, and 3) An integrated eco-cultural route. Overall user satisfaction was high level (Mean = 3.84, S.D. = 1.01). In conclusion, the developed GIS effectively collects, stores, and presents information, meets the needs of tourists, and supporting sustainable tourism development.

EDUCATIONAL INSTITUTION ADMINISTRATION MODEL USING DIGITAL TECHNOLOGY OF THE EDUCATIONAL INSTITUTION UNDER SAMUTPRAKAN SECONDARY EDUCATIONAL SERVICE AREA

2025-12-04T16:54:32+07:00

The objectives of this research were to study the desired conditions for school administration using digital technology, model development, and suitability assessment of schools under the Office of the Secondary Education Service Area, Samut Prakan. The sample consisted of 335 school administrators using a random sampling method by comparing ratios according to the size of the educational institution. The research instruments used a questionnaires, with a consistency index of 1.00 and a reliability of .94. Data were analyzed using percentages, means, standard deviations, and content analysis. The results revealed: 1) The desired conditions for school administration using digital technology in schools under the Office of the Secondary Education Service Area, based on the overall research results, were at a high level. When considering the results by area, human resources had the highest mean score, followed by administration, digital leadership, digital skills, and support. Technology had the lowest mean score. 2) School administration models using digital technology in schools under the Office of the Secondary Education Service Area. Samut Prakan covers 6 aspects 1) Digital skills 2) Technology 3) Management 4) Human resources 5) Support and 6) Digital leadership. and 3) The results of the assessment of the appropriateness and feasibility of the educational administration model using digital technology of schools under the Office of the Secondary Education Service Area, Samut Prakan, found that Part 1, Introduction, is most appropriate overall, Part 2, Model, is most appropriate overall, Part 3, Implementation Steps, is most appropriate overall, and Part 4, Success Conditions, is most appropriate overall which has a focus on educational administration using digital technology systems.

MOBILITY BEHAVIOR AND DAILY TRANSPORTATION NEEDS OF COMMUNITIES ALONG THE WONGWIAN YAI-MAHACHAI RAILWAY

2025-12-12T23:26:46+07:00

This research article aims to explore the travel behaviors, commuting patterns, and transportation needs of residents living along the Wongwian Yai-Mahachai railway corridor, with a focus on developing diverse alternatives for everyday mobility-particularly walking and cycling. The objective is to align local transportation options with the community’s lifestyle and broader goals for sustainable urban development. Data collection was carried out through field surveys using structured questionnaires, complemented by interviews with target groups in the Northern Thonburi area. The research gathered insights into travel behavior, perceptions of the built environment, and key factors influencing the choice of walking or cycling as a primary travel mode. It also analyzed obstacles commonly encountered, including unsafe pathways, poor surface conditions, and a lack of connection to public transit systems. Findings show that many residents already integrate walking and cycling into their daily lives, especially for short trips. However, the absence of sufficient infrastructure limits the potential of these modes. Enhancing facilities-such as widening and improving sidewalks and bike lanes, adding lighting and signage to improve safety, and providing green spaces and resting points-can significantly encourage active travel. The study also highlights the importance of collaboration between communities, local authorities, and government agencies to ensure that development efforts genuinely address local needs. As a result, the proposed development strategy emphasizes the integration of physical infrastructure with continuous promotion of walking and cycling habits. Such a multi-layered approach can support the creation of a sustainable transport system, help reduce pollution, and enhance the quality of life for residents in the area.

STRATEGIES FOR ENHANCING PROFESSIONAL SKILLS OF STUDENT AFFAIRS MANAGEMENT TEAM IN UNIVERSITIES IN GUANGXI

2025-12-02T12:00:28+07:00

The purpose of this research were to 1) Examine the current situation of student affairs management teams in Guangxi universities and 2) Investigate strategies for improving the level of student affairs management teams in Guangxi universities. This research employed a mixed-methods approach. The population consisted of 291 teachers from 10 public universities in Guangxi.
The research instrument was a questionnaire with a content validity index of 1.00 and a reliability coefficient of .92. Data analysis was performed using percentages, means, and standard deviations. The results showed that the current situation of student affairs management teams in Guangxi colleges and universities was at a high level ( = 3.89, = 0.68) across 6 areas and 38 measures. Strategies for improving the management team level included establishing a comprehensive knowledge structure, creating an effective management system, establishing extensive training channels, providing a skills training system, creating a good work incentive mechanism, and establishing an effective evaluation mechanism. The creation of a comprehensive knowledge structure comprises 5 measures; the establishment of an effective management system comprises 8 measures; the creation of extensive training channels comprises 6 measures; the provision of a skills training system comprises 5 measures; the creation of a good work incentive mechanism comprises 7 measures; and the creation of an effective evaluation mechanism comprises 6 measures. For the enforcement and feasibility of strategies to improve the student affairs management team level at Guangxi University, information technology is integrated and collaborative networks are established to develop plans and strategies for organizational success.

THE INFLUENCE OF SERVICE SATISFACTION ON USER LOYALTY AT SUBDISTRICT HEALTH PROMOTING HOSPITALS: A CASE STUDY OF THE SURAT THANI PROVINCIAL ADMINISTRATIVE ORGANIZATION

2025-12-03T12:02:17+07:00

This study aimed to examine the influence of service satisfaction on customer loyalty among users of Subdistrict Health Promoting Hospitals (SHPHs) under the supervision of the Surat Thani Provincial Administrative Organization, which plays a crucial role in delivering primary health care services at the community level, particularly within the context of health sector decentralization to local governments. The sample consisted of 374 SHPH service users in Surat Thani selected through convenience sampling. The research instrument was a structured questionnaire covering levels of service satisfaction and customer loyalty, with a reliability coefficient of 0.79. Data were analyzed using percentage, mean, standard deviation, and multiple regression analysis. The findings indicated that most respondents were female, aged 15 - 24 years, had an education level below a bachelor’s degree or equivalent, were students, and used SHPH services on average 1 - 2 times per month. Overall service satisfaction was at a high level across all dimensions, and the overall level of customer loyalty was also high. The regression results showed that satisfaction in four dimensions-service procedures, service channels, service personnel, and facilities-could explain 59.9% of the variance in customer loyalty. Among these factors, facilities exerted the strongest influence, followed by service procedures, service channels, and service personnel, respectively. In conclusion, service satisfaction had a statistically significant positive effect on customer loyalty, with facilities emerging as the most critical determinant of a positive service experience. The results highlight the importance of strengthening physical infrastructure and the service environment, streamlining service processes, expanding modern and accessible service channels, and enhancing personnel capacity and competencies. These improvements are essential for increasing service effectiveness, building public trust, and ensuring that SHPHs can respond appropriately to the diverse health needs of people across all age groups. The findings provide empirical evidence for policy formulation and strategic planning under decentralization.

MODEL FOR IMPROVING THE INFORMATION LEADERSHIP OF MIDDLE-LEVEL ADMINISTRATORS OF PUBLIC UNIVERSITIES IN ZHEJIANG

2025-12-02T12:27:27+07:00

The purpose of this research were to 1) Examine the current state of information leadership among middle-level managers in public universities in Zhejiang Province, and 2) Develop a model for improving information leadership among middle-level managers in public universities in Zhejiang Province. The research population consisted of 205 middle-level managers from universities in Zhejiang Province. The research instrument was a questionnaire with a content validity index of 1.00 and a reliability coefficient of .98. Statistical analysis included percentages, means, and standard deviations. The results showed that 1) The current state of information leadership among middle-level managers in five areas was at a high level ( = 3.76, = 1.22). When considering the means from highest to lowest, information vision had the highest mean, followed by information literacy. The aspect with the lowest average score was information-based evaluation. The findings are as follows: 2) A model for improving information leadership of middle-level managers in 5 areas, comprising a total of 32 measures: 6 measures for developing information intelligence, 7 measures for promoting information vision, 7 measures for strengthening information construction and management, 6 measures for strengthening information-based evaluation, and 6 measures for developing the organizational climate; and 3) The appropriateness of the model for improving information leadership of managers, which should emphasize developing up-to-date information technology skills, promoting the use of data for decision-making, creating a culture of information exchange, and personnel training to enhance management efficiency and build competitiveness in the digital age for sustainable future development.