Journal of Social Science and Cultural

A STUDENT AFFAIRS ADMINISTRATION MODEL FOR ENHANCING 21ST-CENTURY LIFE SKILLS OF STUDENTS IN PRIVATE SCHOOLS IN SURAT THANI PROVINCE

Keerati Kullawanichaiyanan — 2026-04-25

The purposes of this research were to: 1) Investigate the current conditions, desirable conditions, and priority needs of student affairs administration for enhancing 21st-century life skills in private schools in Surat Thani Province; 2) Develop a student affairs administration model to enhance 21st-century life skills; and 3) Examine the accuracy, appropriateness, feasibility, and utility of the developed model. This study employed a mixed methods research design. The qualitative phase collected data through document analysis, in-depth interviews, focus group discussions, and expert seminars in order to obtain comprehensive data and reflect the educational context thoroughly. The quantitative phase involved a sample of 313 administrators and teachers from private schools in Surat Thani Province, selected through multi-stage random sampling. The research instruments included interview forms, questionnaires, and model evaluation forms, which were validated prior to implementation. Data were analyzed using mean, standard deviation, and the Priority Needs Index (PNI), along with content analysis. The findings revealed that: 1) The overall current and desirable conditions of student affairs administration were at a high level, with an overall PNI of 0.28. The highest priority need was school health promotion, followed by democratic activities and student discipline. The life skill with the highest priority need was social leadership; 2) The developed model, named the VLIPD Model, aims to systematically enhance students’ 21st-century life skills; and
3) The evaluation results by experts indicated that the model demonstrated high levels of accuracy, appropriateness, feasibility, and utility according to the established criteria.

SAFETY CULTURE AND THE EFFECTIVENESS OF SAFETY MANAGEMENT SYSTEMS IN LOW-COST AIRLINES IN THAILAND

Pongsakan Kaewmanaprasert — 2026-04-25

This research on the safety culture and the effectiveness of the Safety Management System (SMS) of low-cost airlines in Thailand aimed to investigate the impact of safety culture on the effectiveness of the SMS, and to analyze the factors influencing the effectiveness of the SMS. This was a quantitative research study. The sample consisted of 252 aircraft mechanics from three low-cost airlines at Don Mueang Airport, namely Nok Air, Thai AirAsia, and Thai Lion Air. Data was collected using a 5-point rating scale questionnaire, which yielded a reliability coefficient of 0.94. The data were analyzed using descriptive statistics, the Pearson correlation coefficient, and multiple linear regression analysis. The results revealed that the overall safety culture was at a high level of agreement, and the effectiveness of the Safety Management System was at a high level. All five factors namely, informed culture, learning culture, reporting culture, just culture, and flexible culture correlated with the effectiveness of the Safety Management System at a statistical significance level of 0.05, accounting for 62.30% of the variance in effectiveness. Upon examining the individual influences, it was found that the flexible culture exerted the strongest influence, followed by the just culture, the reporting culture, and the informed culture, whereas the learning culture exhibited a negative influence. The findings suggest that promoting operational flexibility, fair administration, supporting non-punitive reporting, and providing comprehensive communication of safety information are crucial factors in enhancing the effectiveness of the Safety Management System in low-cost airlines. These factors can serve as guidelines for developing a safety culture within the Thai aviation industry.

INTEGRATED MARKETING COMMUNICATION, CONTENT FORMATS, AND DIGITAL CHANNELS INFLUENCE INTENTION AND FUTURE BEHAVIOR, AND TRAVEL DECISIONS AT THE WANG SUAN BAN KAEO HISTORICAL SITE IN CHANTHABURI PROVINCE

Sandusit Brorewongtrakhul — 2026-04-25

This study employs a mixed-methods research design with three objectives: 1) To develop a structural model of integrated marketing communication (IMC), content formats, and digital channels influencing travel intention, future behavioral intention, and tourism decision-making;
2) To analyze the direct and indirect effects of these variables; and 3) To propose strategic IMC guidelines for promoting sustainable heritage tourism at Wang Suan Ban Kaew, Chanthaburi Province. Quantitative research was used to develop and test the structural model, while qualitative research served to interpret and extend the quantitative findings. Quantitative data were collected from Thai tourists and analyzed using confirmatory factor analysis and path analysis, whereas qualitative data were obtained through in-depth interviews with key informants. The findings reveal that integrated marketing communication exerts the highest total influence on tourism decision-making, followed by digital channels, while content format plays a significant role in shaping travel intention and future behavioral intention, functioning as a mediating variable prior to decision-making. These results reflect that integrated communication helps bridge cultural values with tourist experiences, and that content format effectively generates awareness and deeper motivation-yet proves insufficient to drive decision-making directly in the absence of coordinated channel and communication tool integration. Furthermore, community participation and governance strengthen credibility, transparency, and stakeholder engagement. The knowledge generated from this study can be applied to develop a strategic IMC framework for enhancing the marketing communication of heritage tourism destinations, ultimately fostering long-term differentiation and sustainability.

MARKETING MIX FACTORS FOR HOUSEHOLD VENTILATION FANS OF B.O. INTELLIGENCE CO., LTD.

Bandid Chennil — 2026-04-25

The purposes of this research article are to 1) study the problem of ventilation fans in the company's households. B.O. Intelligence Co., Ltd. 2) study the needs of household ventilation fans and 3) study the marketing mix for ventilation fans. It is a combined method research. The research tools used were questionnaires and interviews. The sample group in the quantitative research is household customers. and customers in the commercial and office building group, 286 people, who provided important information in the qualitative research from specific selection, 17 people. Data analysis used mean statistics. standard deviation and analyze content The results of the research found that 1) The problem of ventilation fans in households with fan installation is complicated. Requires expert technicians with knowledge and skills. Installation takes a long time. Some types of fans use high amounts of electricity. causing increased cost burden Therefore, there is a need to develop technology or guidelines that are easy to install. Save energy and more suitable for the area 2) Ventilation fan problems include large size, heavy weight, loud noise, and design characteristics. Consumes electricity. Difficult to install. Requires expert technicians to install. Overall it is at the highest level ( = 4.58, S.D. = 0.645) 3) The demand for ventilation fans includes compact size. Energy saving, low noise, good air suction volume. Consumes little electricity, beautiful colors and good design. Overall it is at the highest level ( = 4.66, S.D. = 0.528) 4) The marketing mix for ventilation fans consists of products, prices, distribution channels. Marketing promotion, personnel, physical characteristics, and processes are overall at the highest level ( = 4.79, S.D. = 0.469)