Journal of Social Science and Cultural https://so06.tci-thaijo.org/index.php/JSC <p><strong>วารสารสังคมศาสตร์และวัฒนธรรม </strong>เป็นวารสารวิชาการ มีวัตถุประสงค์เพื่อส่งเสริมการศึกษาค้นคว้า และเพื่อเผยแพร่บทความวิจัยและบทความวิชาการแก่นักวิจัย นักวิชาการ คณาจารย์ นิสิตนักศึกษา และคณะครู โดยเน้นสาขาวิชาในด้านพระพุทธศาสนา วัฒนธรรม สังคมศาสตร์ ศิลปศาสตร์ มนุษยศาสตร์ พัฒนาสังคม พัฒนาชุมชน รัฐศาสตร์ รัฐประศาสนศาสตร์ บริหารการศึกษา การศึกษาการสอนเชิงประยุกต์ เศรษฐศาสตร์ เศรษฐมิติและการเงิน บริหารธุรกิจ รวมถึงสหวิทยาการอื่น ๆ อาทิ วิทยาศาสตร์สุขภาพ หรือ การพยาบาล</p> <p>บทความที่ตีพิมพ์เผยแพร่ในวารสารได้ผ่านการพิจารณาจากผู้ทรงคุณวุฒิ อย่างน้อย 2 ท่าน เปิดรับเฉพาะบทความภาษาไทยเท่านั้น โดยรับพิจารณาตีพิมพ์ต้นฉบับของบุคคลทั้งภายในและภายนอกโรงเรียน ผลงานที่ส่งมาจะต้องไม่เคยตีพิมพ์หรืออยู่ระหว่างการพิจารณาจากผู้ทรงคุณวุฒิเพื่อตีพิมพ์ในวารสารอื่น ผู้เขียนบทความจะต้องปฏิบัติตามหลักเกณฑ์การเสนอบทความวิชาการหรือบทความวิจัยเพื่อตีพิมพ์ในวารสาร อย่างเคร่งครัด รวมทั้งระบบการอ้างอิงต้องเป็นไปตามหลักเกณฑ์ของวารสาร</p> <p>ทัศนะและข้อคิดเห็นที่ปรากฏในบทความวารสาร ถือเป็นความรับผิดชอบของผู้เขียนบทความนั้น มิใช่ความคิดของคณะผู้จัดทำ และไม่ถือเป็นทัศนะและความรับผิดชอบของกองบรรณาธิการ ทั้งนี้กองบรรณาธิการไม่สงวนลิขสิทธิ์ในการคัดลอก แต่ให้อ้างอิงแสดงที่มา</p> <p><strong>วารสารมีกำหนดออกเผยแพร่ ปีละ 12 ฉบับ (รายเดือน)</strong></p> <table width="100%"> <tbody> <tr> <td width="32%"> <p>ฉบับที่ 1 เดือนมกราคม</p> </td> <td width="35%"> <p>ฉบับที่ 2 เดือนกุมภาพันธ์</p> </td> <td width="31%"> <p>ฉบับที่ 3 เดือนมีนาคม</p> </td> </tr> <tr> <td width="32%"> <p>ฉบับที่ 4 เดือนเมษายน</p> </td> <td width="35%"> <p>ฉบับที่ 5 เดือนพฤษภาคม</p> </td> <td width="31%"> <p>ฉบับที่ 6 เดือนมิถุนายน</p> </td> </tr> <tr> <td width="32%"> <p>ฉบับที่ 7 เดือนกรกฎาคม</p> </td> <td width="35%"> <p>ฉบับที่ 8 เดือนสิงหาคม</p> </td> <td width="31%"> <p>ฉบับที่ 9 เดือนกันยายน</p> </td> </tr> <tr> <td width="32%"> <p>ฉบับที่ 10 เดือนตุลาคม</p> </td> <td width="35%"> <p>ฉบับที่ 11 เดือนพฤศจิกายน</p> </td> <td width="31%"> <p>ฉบับที่ 12 เดือนธันวาคม</p> </td> </tr> </tbody> </table> โรงเรียนพระปริยัติธรรมสามัญวัดสระเรียง en-US Journal of Social Science and Cultural 2730-1362 A STUDENT AFFAIRS ADMINISTRATION MODEL FOR ENHANCING 21ST-CENTURY LIFE SKILLS OF STUDENTS IN PRIVATE SCHOOLS IN SURAT THANI PROVINCE https://so06.tci-thaijo.org/index.php/JSC/article/view/292820 <p>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 <br />3) The evaluation results by experts indicated that the model demonstrated high levels of accuracy, appropriateness, feasibility, and utility according to the established criteria.</p> Keerati Kullawanichaiyanan Nopparat Chairueang Chusak Ekpetch Copyright (c) 2026 Journal of Social Science and Cultural 2026-04-25 2026-04-25 10 4 1 12 SAFETY CULTURE AND THE EFFECTIVENESS OF SAFETY MANAGEMENT SYSTEMS IN LOW-COST AIRLINES IN THAILAND https://so06.tci-thaijo.org/index.php/JSC/article/view/292699 <p>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.</p> Pongsakan Kaewmanaprasert Kongsak Chomchum Apirada Jitjing Copyright (c) 2026 Journal of Social Science and Cultural 2026-04-25 2026-04-25 10 4 13 24 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 https://so06.tci-thaijo.org/index.php/JSC/article/view/292777 <p>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; <br />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.</p> Sandusit Brorewongtrakhul Jaray Phengjan Naris Uraipan Copyright (c) 2026 Journal of Social Science and Cultural 2026-04-25 2026-04-25 10 4 25 44 MARKETING MIX FACTORS FOR HOUSEHOLD VENTILATION FANS OF B.O. INTELLIGENCE CO., LTD. https://so06.tci-thaijo.org/index.php/JSC/article/view/291985 <p>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 (<img id="output" src="https://latex.codecogs.com/svg.image?\bar{x}" alt="equation" /> = 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 (<img id="output" src="https://latex.codecogs.com/svg.image?\bar{x}" alt="equation" /> = 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 (<img id="output" src="https://latex.codecogs.com/svg.image?\bar{x}" alt="equation" /> = 4.79, S.D. = 0.469)</p> Bandid Chennil Trakul Chitwattanakorn Wongwit Muenthep Copyright (c) 2026 Journal of Social Science and Cultural 2026-04-25 2026-04-25 10 4 45 60 STRATEGIES FOR MANAGEMENT OF COLLABORATIVE NETWORKS FOR EDUCATIONAL SUPERVISION OF LAMPHUN PRIMARY EDUCATIONAL SERVICE AREA OFFICE 2 https://so06.tci-thaijo.org/index.php/JSC/article/view/292949 <p>This research aimed to 1) Synthesize and verify the components of collaborative network management for educational supervision, 2) Examine the current and desirable conditions of collaborative network management for educational supervision, 3) Develop and validate strategies along with an implementation manual, and 4) Evaluate the strategies and implementation manual for collaborative network management of educational supervision of Lamphun Primary Educational Service Area Office 2. A Multi-Phase Mixed Method research design was employed across four phases. The population consisted of 933 teachers and educational personnel. A sample of 286 participants was determined using the Krejcie and Morgan table at 95% confidence level, and qualified experts including university professors, educational administrators, educational supervisors, and teachers were selected through purposive sampling for each phase. Research instruments included document synthesis forms, questionnaires, focus group record forms, workshop record forms, and feasibility and utility evaluation forms. Statistical analyses included frequency, percentage, mean, standard deviation, modified priority needs index (PNI Modified), and content analysis. The findings revealed that 1) There were 4 components of collaborative network management, namely: network leader characteristics, operational scope and roles, network operations, and network empowerment; and 4 components of the educational supervision process, namely: supervision planning, supervision implementation, supervision evaluation, and supervision improvement 2) The current condition was at a high level (<img id="output" src="https://latex.codecogs.com/svg.image?\bar{x}" alt="equation" /> = 4.04) while the desirable condition was at the highest level (<img id="output" src="https://latex.codecogs.com/svg.image?\bar{x}" alt="equation" /> = 4.59) <br />3) The strategies entitled AGILE DINA LPN2-SUPER VISION comprised 4 strategic issues, 10 objectives, 13 major strategies, 19 sub-strategies, 15 measures, 22 indicators, 4 action plans, and 17 projects, together with an implementation manual consisting of 6 sections and 4) The strategies had feasibility (<img id="output" src="https://latex.codecogs.com/svg.image?\bar{x}" alt="equation" /> = 4.60) and utility (<img id="output" src="https://latex.codecogs.com/svg.image?\bar{x}" alt="equation" /> = 4.88), while the implementation manual had feasibility (<img id="output" src="https://latex.codecogs.com/svg.image?\bar{x}" alt="equation" /> = 4.89) and utility (<img id="output" src="https://latex.codecogs.com/svg.image?\bar{x}" alt="equation" /> = 4.94) at the highest level in all aspects.</p> Kasiya Pranthanin Choocheep Phutthaprasert Sirimas Kosanpipat Phubet Poungkeaw Copyright (c) 2026 Journal of Social Science and Cultural 2026-04-27 2026-04-27 10 4 61 76 CREATING ARTS OF ANG THONG: A CITY OF ART, CULTURE, WAY OF LIFE, AND MELODIES https://so06.tci-thaijo.org/index.php/JSC/article/view/293314 <p>This research article serves two primary objectives 1) To investigate the cultural heritage, lifestyles, and musical traditions of Ang Thong Province; and 2) To creatively compose a contemporary music suite entitled Rangsan Sin Thin Ang Thong (Creative Art of Ang Thong). This study employs a creative research methodology, gathering data through in-depth interviews with seven experts across two main groups: traditional folk music specialists with profound knowledge of local roots, and contemporary composers and music producers. This dual-track approach aims to identifya cultural and musical intersection between ancient traditions and modern creative practices. The research findings reveal that: 1) Ang Thong Province possesses a distinguished identity as a hub of Central Thai folk culture. This is reflected through a simple yet aesthetically rich agricultural way of life. The local musical culture is deeply intertwined with communal activities and traditional play, characterized by improvisational singing (Patiphan Waiphrip) accompanied by rhythmic handclapping. Essential percussive instruments, including the Ching (Small Cymbals), Krap (Wooden Clappers), and Thon (Hand Drum), serve as the rhythmic heart of these performances, creating a unique and enduring artistic signature. 2) The Rangsan Sin Thin Ang Thong Suite was developed by synthesizing the acquired data through a meticulous compositional process. The work integrates traditional poetic structures and folk melodic motifs with Western musical theory and Thai tuning systems. These compositions articulate emotions that reflect the historical significance of Ang Thong. The musical arrangement is designed for a contemporary ensemble, blending Thai traditional instruments with Western and electronic instruments to create innovative “sonic dimensions.” This fusion achieves a sophisticated balance between modern musicality and the authentic spirit of the past. Ultimately, this project contributes to the preservation and sustainable development of local arts, fostering a lasting sense of cultural pride among the people of Ang Thong.</p> Chetthaphong Rotrudee Sarisa Prateepchuang Bamrung Phattayakul Copyright (c) 2026 Journal of Social Science and Cultural 2026-04-27 2026-04-27 10 4 77 90 POWER RELATIONS OF THE ELDERLY IN THE LOCAL DEVELOPMENT DIRECTION PROCESS RELATED TO QUALITY OF LIFE: A CASE STUDY OF MAI BANG BUA THONG MUNICIPALITY, NONTHABURI PROVINCE https://so06.tci-thaijo.org/index.php/JSC/article/view/293259 <p>This research article has two objectives: 1) To examine the power structure and positionality of the elderly in the local development direction process related to quality of life, and 2) To analyze social capital and the mechanisms determining the elderly’s access to spaces of power, in the area of Mai Bang Bua Thong Municipality, Nonthaburi Province. A qualitative research methodology was employed, collecting data through in-depth interviews with 20 key informants and focus group discussions, supplemented by documentary analysis. Data were analyzed using content analysis and interpretive analysis. The findings revealed that: 1) The power to determine local development directions was concentrated among local administrators and municipal officials. The elderly's positionality within the power structure was predominantly that of policy “recipients” rather than policy “co-determinants,” despite genuinely benefiting from such policies. This positionality was shaped by overlapping mechanisms at three levels: institutional mechanisms with inadequate channels, cultural mechanisms that positioned the elderly as care recipients, and individual-level constraints regarding health and access to information-not due to intentional exclusion, but rather gaps arising from a system not yet designed to accommodate the elderly inclusively. and 2) Social capital served as a determining variable for access to spaces of power. Elderly individuals with strong networks, such as former community leaders or residents of established communities, occupied more favorable positions than those lacking such capital. Furthermore, the power structure, mechanisms, and social values operated as a reinforcing cycle that reproduced the elderly’s recipient status without any party’s deliberate intention. Key recommendations include developing diverse channels for listening, such as village-level sub-forums, home visits to homebound elderly, volunteer home-visit systems, and promoting a shift in local government organizations’ mindset from “welfare for the elderly” to “development in which the elderly play an active role.”</p> Shanasuek Wisetchai Wanida Siriwornsakul Wachirawit Wichasawat Panlayamon Sinnang Pitak Pueakmee Copyright (c) 2026 Journal of Social Science and Cultural 2026-04-29 2026-04-29 10 4 91 105 STRUCTURAL EQUATION MODELING ANALYSIS OF INTEGRATED DIGITAL MARKETING COMMUNICATIONS INFLUENCING CUSTOMER SATISFACTION AND REVISIT INTENTION OF MICHELIN-STARRED RESTAURANTS IN THAILAND https://so06.tci-thaijo.org/index.php/JSC/article/view/293135 <p>The objectives of this research were to 1) Develop and validate the consistency of a Structural Equation Model regarding Integrated Digital Marketing Communications and its influence on customer satisfaction and revisit intention among Michelin-starred restaurant customers in Thailand with the empirical data. and 2) The influence ofpk; gdbo Integrated Digital Marketing Communications and its influence on customer satisfaction and revisit intention among Michelin-starred restaurant customers in Thailand. The sample consisted of 440 customers who had visited Michelin-starred restaurants more than once. The research instrument was a 5-point Likert scale questionnaire with an Index of Item-Objective Congruence (IOC) ranging from 0.60 to 1.00 and a reliability coefficient between 0.85 and 0.89. Data were analyzed using Mean, Standard Deviation and Structural Equation Modeling (SEM). The research findings revealed that: 1) The structural equation model of integrated digital marketing communications and customer satisfaction influencing the revisit intention of Michelin-starred restaurant customers in Thailand was consistent with the empirical data were as follows; c<sup>2 </sup>= 53.77, df = 47, p = 0.78, c<sup>2</sup>/ df = 1.14, RMSEA = 0.02, RMR = 0.01, CFI = 0.99, GFI = 0.97, AGFI = 0.96 and 2) Integrated digital marketing communications had significant direct and total effects on the revisit intention of Michelin-starred restaurant customers. Furthermore, integrated digital marketing communications exerted a significant indirect effect on revisit intention through the mediation of customer satisfaction.</p> Savica Limpasuvanna Apinya Supich Copyright (c) 2026 Journal of Social Science and Cultural 2026-04-27 2026-04-27 10 4 106 116 STRATEGIES FOR DEVELOPING CREATIVE LEADERSHIP OF ADMINISTRATORS IN PRIMARY SCHOOL UNDER THEOFFICE OF THE BASIC EDUCATION COMMISSIONIN THE NORTHEAST https://so06.tci-thaijo.org/index.php/JSC/article/view/292838 <p>This research article aimed to: 1) Study the components of creative leadership of primary school administrators, 2) Develop strategies for enhancing creative leadership, 3) Examine the appropriateness, feasibility, and usefulness of the strategies, and 4) Develop a manual for implementing the strategies. The study employed a mixed-methods research design conducted in four phases. Phase 1 investigated the components of creative leadership through document synthesis and interviews with 5 experts selected by purposive sampling, and the appropriateness of the components was evaluated by another group of 5 experts. Phase 2 focused on developing strategies through a focus group discussion with 7 experts selected by purposive sampling. Phase 3 examined the appropriateness, feasibility, and usefulness of the strategies by collecting data from 387 school administrators using multi-stage sampling. Phase 4 involved developing a manual for strategy implementation evaluated by 5 experts. The research instruments included a document synthesis form, interview forms, and a 5-point rating scale questionnaire, and the data were analyzed using content analysis and basic statistical methods. The results revealed that: 1) The components <br />of creative leadership consisted of five elements: 1.1) Vision, 1.2) Imagination, 1.3) Flexibility, <br />1.4) Creativity, and 1.5) Teamwork, all of which were rated at the highest level of appropriateness; 2) The strategies for enhancing creative leadership included a visions, 6 missions, 6 goals, 7 strategies, and 19 indicators; 3) The strategies were evaluated at the highest level in terms of appropriateness, feasibility, and usefulness; and 4) The strategy implementation manual was also rated at the highest level of appropriateness overall.</p> Kanuengnit Bupasiri Waro Phengsawat Wanpen Nantasi Copyright (c) 2026 Journal of Social Science and Cultural 2026-04-27 2026-04-27 10 4 117 130 DEVELOPMENT OF A DIGITAL PLATFORM TO PROMOTE THE DISTRIBUTION OF BATIK PRODUCTS IN SONGKHLA PROVINCE: A CASE STUDY OF ME-D NA THAP TIE-DYE AND PAINTED BATIK https://so06.tci-thaijo.org/index.php/JSC/article/view/293330 <p>The research aimed to 1) Design and develop a digital platform to promote the distribution of batik products in Songkhla Province, focusing on a case study of ME-D Na Thap Tie-Dye and Painted Batik, and 2) Evaluate and compare user satisfaction with the platform. A mixed-methods research design was used. Quantitative data were collected from 400 customers using a satisfaction questionnaire through convenience sampling and analyzed using frequency, percentage, mean, standard deviation, t-test, and one-way ANOVA. Qualitative data were obtained through in-depth interviews and focus group discussions with 15 purposively selected batik entrepreneurs and community enterprise representatives in Songkhla Province and analyzed using content analysis. The results indicated that the platform was effectively developed through collaboration among the Songkhla Provincial Community Development Office, entrepreneurs, and community enterprises. The website, www.stylebatik. lnwshop.com, consists of front-end and back-end systems. It features well-organized product categories, ease of use, fast performance, accurate order tracking, convenient communication channels, prompt responses, a customer review system, and social media sharing functions. Overall user satisfaction was at a high level (mean = 4.46). Comparative analysis revealed that differences in age, educational level, and occupation significantly affected user satisfaction at the .05 level. However, no significant difference was found based on gender, as the platform is easy to use, with clear procedures and accessible via common devices, enabling equal usability across genders.</p> Kanida Kraisanti Thanan Tangrujikul Supparuag Thongprayoon Aroonsak Puttanagulanun Suwatchanee Petcharat Phafan Rattana Porntip Seamhan Kulaya Sriyom Copyright (c) 2026 Journal of Social Science and Cultural 2026-04-27 2026-04-27 10 4 131 148 NORA KNOWLEDGE AS A FOUNDATION FOR INSTRUCTIONAL APPROACHES IN ART EDUCATION FOR PRESERVICE TEACHERS IN SOUTHERN THAILAND https://so06.tci-thaijo.org/index.php/JSC/article/view/292645 <p>Although Nora has been recognized as an important form of cultural heritage, the systematic application of Nora knowledge to art education in higher education remains limited, particularly in developing learning models for art education student teachers. This study aimed to synthesize the body of Nora knowledge applicable to art education learning management and to develop an innovative learning management model for art education student teachers in Southern Thailand. A qualitative research methodology was employed. Data were collected from three groups of key informants one National Artist in Nora performing arts, eight Nora local wisdom masters, and ten lecturers from art education programs in five higher education institutions in Southern Thailand. Data collection methods included in-depth interviews, focus group discussions, observation of Nora performances, and the synthesis of documents and related research. Data were analyzed using content analysis. The findings revealed that the essential knowledge of Nora applicable to learning management consists of five domains: 1) dance movements 2) costumes and decorative patterns 3) music and rhythm 4) beliefs and rituals and 5) performance components. When integrated with contemporary educational concepts including Constructionism, Experiential Learning, the CRP Model, Art Integrated Learning, Design Thinking, the MACRO Model, and Creative Pedagogy, these knowledge domains led to the development of the SILP NORA learning management model. The model comprises eight stages: Study and Survey, Integrating Knowledge, Learning by Design, Prototyping and Progression, Nurturing Artistic Innovation, Observation and Open-Mindedness, Reflective Thinking, and Artistic Innovation Assessment. The model enhances art education by integrating cultural dimensions, creativity, and innovation through the incorporation of Southern local wisdom with contemporary learning approaches. It also promotes learners’ awareness of the interrelationship among art, history, and culture in accordance with Standard A 1.2 of the Basic Education Core Curriculum B.E. 2551</p> Kittisak Thamaphiban Chakapong Phatlakfa Nuttida Pujeeb Copyright (c) 2026 Journal of Social Science and Cultural 2026-04-27 2026-04-27 10 4 149 162 DEVELOPMENT OF LEARNING MANAGEMENT MODEL USING THE OPEN APPROACH INTEGRATED WITH MATHEMATICS GAMES TO ENHANCE PROBLEM-SOLVING AND MATHEMATICAL CREATIVITY FOR MATHAYOMSUKSA 5 STUDENTS https://so06.tci-thaijo.org/index.php/JSC/article/view/293211 <p>The purposes of this research were to: 1) Investigate the foundational information required for developing a learning management model that integrates the Open Approach with mathematical games to enhance mathematical problem solving and mathematical creativity; 2) Develop the model to meet the 80/80 efficiency criterion; and 3) Investigate the effects of the model in terms of students’ mathematical problem-solving, mathematical creativity, and learning satisfaction. The sample consisted of 35 Mathayomsuksa 5 students at Ban Phai School, Khon Kaen Province, selected through custer random sampling. The research instruments included lesson plans, a mathematical problem-solving test, a mathematical creativity test, and a satisfaction questionnaire. Data were analyzed using percentage, mean, standard deviation, and one-sample t-test. The findings showed that: 1) The foundational study indicated that both teachers and students considered the integration of mathematical games with the Open Approach appropriate for enhancing learning motivation and fostering creativity. The instructional activities consisted of four phases: Phase 1-Presenting a problem situation through a mathematical game; Phase 2-Individual gameplay; Phase 3-Discussion and comparison of ideas emerging from gameplay; and Phase 4-Conceptual connection and consolidation; 2) The developed learning management model achieved an efficiency of 82.02/81.90, exceeding the established criterion; and 3) After the implementation of the model, students’ mathematical problem-solving and mathematical creativity were both significantly higher than the 80 percent criterion at the .05 level, while their overall satisfaction was at the highest level.</p> Kittipakorn Omthuan Copyright (c) 2026 Journal of Social Science and Cultural 2026-04-27 2026-04-27 10 4 163 178 PUBLIC AWARENESS, ACCESS TO RIGHTS, AND CHALLENGES IN THE ENFORCEMENT OF THE PREVENTION AND SUPPRESSION OF TORTURE AND ENFORCED DISAPPEARANCE ACT B.E. 2565 (2022) IN THE SOUTHERN BORDER PROVINCES OF THAILAND https://so06.tci-thaijo.org/index.php/JSC/article/view/293162 <p>This study purposes to: 1) Examine the background, problems, and obstacles in the implementation of the Prevention and Suppression of Torture and Enforced Disappearance Act B.E. 2565 (2022) in the Southern Border Provinces of Thailand; 2) Analyze the level of public awareness and access to rights under the Act; and 3) Recommend the guidelines for amendment the law enforcement and enhancing public awareness of rights in the area. This research applies a mixed-methods approach, including: 1) Documentary research; 2) In-depth interviews, comprising 4 interviews from the part of law enforcement administrators, 12 of law enforcement officers, and 8 members of the general public; 3) Focus group discussions with 32 law enforcement officers and 32 members of the public; and 4) A questionnaire survey of 200 people in the target areas. The study was conducted in Narathiwat, Pattani, Yala, and four districts of Songkhla Province (Chana, Na Thawi, Thepha, and Saba Yoi). From the survey, we indicated that public legal awareness remains limited, particularly in terms of in-depth understanding of rights guaranteed under the Act. For instance, during detention, audio-visual recording procedures, and complaint mechanisms. Meanwhile, law enforcement officials face challenges related to the ambiguity of legal provisions, resource constraints, and concerns over legal liability, which hinder the effective implementation of the law. Consequently, the study proposes the development of context-sensitive communication strategies on legal rights that are aligned with the linguistic and cultural characteristics of the area, the strengthening of law enforcement officials’ capacity in both legal knowledge and human rights principles, and the promotion of participation from civil society and independent organizations. These measures are expected to enhance both public awareness and effective access to legal rights in practice.</p> Chaleerath Maheasakkagul Krisda Apinawatawornkul Virat Natipvad Theerayuth Kaewsing Thansuda Norkaew Khanitha Bumpenboon Copyright (c) 2026 Journal of Social Science and Cultural 2026-04-27 2026-04-27 10 4 179 195 A STUDY ON TRANSLATION STRATEGIES OF YUNNAN DAI CULTURAL TERMS FROM CHINESE TO THAI FROM THE PERSPECTIVE OF CROSS-CULTURAL COMMUNICATION BETWEEN CHINA AND THAILAND: A CASE STUDY OF THE THAI TRANSLATION OF “HISTORY OF THE DAI PEOPLE” https://so06.tci-thaijo.org/index.php/JSC/article/view/293057 <p>This study aims to investigate translation strategies for cultural terms of the Dai ethnic group in Yunnan from Chinese into Thai, using the book “Dai Ethnic History” (傣族史) and its Thai translation “History of the Tai Ethnic Group” as case studies. A mixed-methods approach was employed: qualitatively, content analysis was conducted to classify cultural terms and identify translation strategies; quantitatively, frequency and percentage analyses were used to examine trends in strategy use across a dataset of 1,252 cultural terms categorized into 5 types. 1) The findings reveal that most terms belong to social culture (842 items, 67.3%), followed by linguistic culture (189 items, 15.1%), material culture (133 items, 10.6%), ecological culture (76 items, 6.1%), and religious culture (12 items, 1%). and 2) A total of 9 translation strategies were identified, with transliteration/ loanword being the most frequently used (48.9%), followed by accepted translation (13.6%), combined translation (10.7%), and descriptive translation (10.5%). The results indicate that transliteration plays a crucial role in preserving the original cultural identity of the Dai people, while the flexible integration of multiple strategies under the principle of functional equivalence enhances the effectiveness of cross-cultural communication. The use of cultural substitution requires careful consideration of functional equivalence and should be supplemented with explanations to avoid loss of cultural identity. Furthermore, literal translation, as well as the use of general or neutral terms, should be limited to prevent the reduction of deep cultural meanings, thereby respecting cultural diversity and promoting sustainable and effective cross-cultural communication.</p> Dong Huang Siriwan Likhidcharoentham Kanokporn Numtong Copyright (c) 2026 Journal of Social Science and Cultural 2026-04-29 2026-04-29 10 4 196 211 LEARNING AGILITY AND ITS RELATIONSHIP WITH ACADEMIC ACHIEVEMENT AMONG UNIVERSITY STUDENTS: A COMPARATIVE STUDY ACROSS TWO FACULTIES https://so06.tci-thaijo.org/index.php/JSC/article/view/293280 <p>This study investigates learning agility among students from two faculties: the Faculty of Science and Industrial Technology and the Faculty of Innovation in Agriculture, Fisheries, and Food. The objectives were to 1) Identify the level of students’ learning agility, 2) Examine the relationship between learning agility and cumulative grade point average (GPA), and 3) Compare differences in learning agility between students from the two faculties. A survey research design was employed, with data collected from 477 students at Prince of Songkla University, Surat Thani Campus. The research instrument was a learning agility scale developed based on the concept proposed by Hallenbeck and validated for content validity by experts. Data analysis included descriptive statistics, Pearson correlation, and multivariate analysis of variance (MANOVA). The findings revealed that students demonstrated a high overall level of learning agility (M = 5.75). However, its relationship with GPA was low and not statistically significant. Specifically, a slight negative correlation was found among students in the Faculty of Science and Industrial Technology (r = -.07, p &gt; .05), whereas a slight positive correlation was observed among students in the Faculty of Innovation in Agriculture, Fisheries, and Food (r = .12, p &gt; .05). The comparison between the two faculties showed a statistically significant multivariate difference (Pillai’s Trace = .042, F (4,472) = 5.12, p &lt; .01), with students from the Faculty of Innovation in Agriculture, Fisheries, and Food scoring higher across all dimensions. These findings suggest that learning agility may not be directly associated with academic achievement as measured by GPA, but rather functions as a context-dependent competency. Therefore, higher education assessment practices should incorporate authentic and competency-based evaluation approaches to better capture students’ holistic capabilities.</p> Bunyis Saelo Jutharat Intapun Patima Permpoonpattana Rapeewan Sowanpreecha Copyright (c) 2026 Journal of Social Science and Cultural 2026-04-29 2026-04-29 10 4 223 237 A SCHOOL ADMINISTRATION MODEL BASED ON E-PLC CONCEPT INTEGRATED WITH PDCA CYCLE TO ENHANCE DIGITAL-AGE LEARNING MANAGEMENT COMPETENCIES FOR TEACHERS AT ANUBAN PHUKET SCHOOL https://so06.tci-thaijo.org/index.php/JSC/article/view/293056 <p>This research aimed to: 1) Investigate background information, 2) Develop and validate the quality of a model, 3) Implement the model experimentally, and 4) Evaluate and refine the model. A research and development methodology comprising four phases was employed. Phase 1 involved document analysis, questionnaire administration to 103 school administrators and teachers and 13 Basic Education Institution Committee members, and in-depth interviews with 9 experts. Phase 2 focused on model construction and quality validation by a panel of 7 specialists. Phase 3 entailed trial implementation overseen by a 25-member monitoring and evaluation committee and 96 teachers, with target participants being Grade 1 - 6 students during the 2024 - 2025 academic years. and Phase 4 involved model evaluation by 100 administrators and teachers, 284 student representatives from Grades 3 - 6, and 180 parent representatives. Research instruments included a document synthesis form, questionnaires, interview forms, and eight evaluation forms. Data were analyzed using means, standard deviations, content analysis, and the Modified Priority Needs Index (PNI<sub>Modified</sub>). The findings revealed that: 1) The highest priority need was teachers' learning management competency in the digital age (PNI<sub>Modified </sub>= 0.54); 2) The developed model comprised six components consist of principles, objectives, input factors, processes, outputs, and feedback, and was validated at the highest quality level; 3) The experimental implementation demonstrated that the effectiveness of the e-PLC integrated with the PDCA cycle was rated at the highest level, teachers' digital-age learning management competencies were enhanced to the highest level, and students achieved high academic achievement with proficiency in reading, analytical thinking, and writing, along with five core competencies and desirable characteristics rated at excellent and good levels; and 4) The overall model evaluation by administrators and teachers was at the highest level, while students, Basic Education Institution Committee members, and parent representatives rated the operational outcomes of the model at a high level overall.</p> Wilas Prinyaniyom Copyright (c) 2026 Journal of Social Science and Cultural 2026-04-29 2026-04-29 10 4 238 253 BELIEF AND THE FOOD OFFERING CEREMONY A CASE STUDY OF COMMUNITIES AROUND KWAN PHAYAO, PHAYAO PROVINCE https://so06.tci-thaijo.org/index.php/JSC/article/view/293345 <p>This qualitative folklore research investigates the beliefs and the food offering ceremony (Tan Khan Khao) within the communities surrounding Kwan Phayao in Phayao Province. Fieldwork was conducted across 7 sub-districts, employing participant observation and semi-structured interviews with 21 key informants. The primary objectives were to analyze the constituent elements, underlying beliefs, and social functions of the Tan Khan Khao ritual. The findings reveal that the ritual comprises five essential elements: 1) temporal and spatial settings, 2) participants, 3) ritual paraphernalia and offerings, 4) procedural sequences, and 5) Benediction (Pun Pon). Furthermore, the beliefs underpinning the ritual are categorized into five distinct groups: 1) the afterlife and ethical conduct, 2) deities, <br />3) auspicious timing, 4) fortune and misfortune, and 5) general auspiciousness. Regarding its functions, the ritual performs vital roles at both familial and communal levels. At the familial level, it fosters filial gratitude, provides psychological security and confidence, preserves ancestral history, and facilitates the intergenerational transmission of traditional practices. At the communal level, it generates economic value, promotes altruism, encourages environmental awareness, and strengthens cultural identity. These findings demonstrate that the Tan Khan Khao ritual serves as a significant mechanism for maintaining social cohesion and cultural continuity in the region. Furthermore, the constituent elements of the ritual function as a structural framework that ensures the efficacy and completion of the Tan Khan Khao ceremony, aligning with the practitioners’ beliefs and their fundamental intent to secure happiness and psychological assurance in their daily lives. The resulting individual well-being contributes to overall communal harmony, thereby allowing the ritual to persist and dynamically adapt to societal transformations. Beyond its cultural significance, the research findings provide practical guidelines for adapting the ritual to diverse contexts, integrating folklore into educational curricula, and utilizing cultural data as creative capital within the film industry.</p> Khongamon Hemmaratrak Copyright (c) 2026 Journal of Social Science and Cultural 2026-04-29 2026-04-29 10 4 254 268 APPROPRIATE AGRICULTURAL TECHNOLOGY FOR ENHANCING COMMUNITY WELL-BEING AND QUALITY OF LIFE: A CASE STUDY OF VEGGIE TABLE TECH IN BANG KHAO SUBDISTRICT, NONG CHIK DISTRICT, PATTANI PROVINCE https://so06.tci-thaijo.org/index.php/JSC/article/view/293306 <p>This research aimed to 1) Study the effects of the use of Veggie Table Tech innovation on the well-being and quality of life of farmers, 2) Analyze the factors that affect the outcomes of the use of such innovation, and 3) Synthesize knowledge from the research to develop a model for driving community well-being through appropriate innovation. This research used a qualitative research methodology (Qualitative Research) by designing it as a case study (Case Study) and using documentary analysis (Documentary Analysis) together with empirical data from farmers participating in the Veggie Table Tech project in Bang Khao Subdistrict, Nong Chik District, Pattani Province. The research results found that the use of such innovation had positive effects on farmers in three dimensions, namely well-being, economic, and social dimensions. It was found that it could reduce workload, increase productivity, and enhance income stability. At the same time, important factors affecting the outcomes of the use of the innovation included the design of technology that is consistent with the context of users and participatory processes that lead to collective learning in the community. In addition, the synthesis of the data led to the development of the “Appropriate Innovation for Community Well-being Model (AICW Model),” which explains the mechanism linking technology, social capital, and quality of life outcomes in a systematic way.</p> Aree Tamkrong Pummaree Attharatthasathearn Wasana Kongkhant Dean Hayeemasae Copyright (c) 2026 Journal of Social Science and Cultural 2026-04-27 2026-04-27 10 4 269 281 KNOWLEDGE TRANSFER FOR PROCESSED SEAFOOD PRODUCTS IN THE BAN CHONG FUEN MODEL COMMUNITY: ADVANCING SUSTAINABLE DEVELOPMENT OF COASTAL FISHING COMMUNITIES IN PAK PHAYUN DISTRICT, PHATTHALUNG PROVINCE, THAILAND https://so06.tci-thaijo.org/index.php/JSC/article/view/293059 <p>This study aimed to: 1) Examine the knowledge transfer process in seafood processing, packaging development, and marketing of products from the Ban Chong Fuen model community; and 2) Enhance the capacity of coastal fishing communities to apply such knowledge for livelihood development and sustainable economic growth. A mixed methods approach was employed, with qualitative research as the primary method and quantitative research used to support the evaluation of learning outcomes among the target group. The population consisted of 54 members of the Ban Chong Fuen model community. The sample comprised 100 participants selected through purposive sampling from three communities in Falami Subdistrict: Ban Bang Muang Housewives Group (30 participants), Ban Bang Khuan Community Enterprise Group (40 participants), and Ban Laem Kai Phu Housewives Group (30 participants). The knowledge transfer tools included a handbook entitled “How to Process Products that Appeal to Consumers” and five instructional videos demonstrating the production of dried shrimp, sweet shrimp, three-flavored crystal shrimp, sun-dried Pla Butree, and shrimp oil rice topping powder. Qualitative data were collected through observation and focus group discussions, while quantitative data were gathered using knowledge and satisfaction assessment forms. Data were analyzed through thematic synthesis supported by quantitative results.The findings revealed that: 1) The knowledge transfer process was community-based and consisted of three phases: mutual understanding, practical implementation, and knowledge dissemination; 2) Packaging development involved three stages: knowledge provision on laws and standards, design, and application; and 3) Digital marketing development comprised four stages: basic understanding, product storytelling, media production, and dissemination. After the implementation, 80% of participants demonstrated improved knowledge and skills. They were able to develop products, packaging, and digital media, resulting in added product value, increased income, and enhanced economic capacity of the community.</p> Nitiya Sripoon Jarernnate Saengdoungkhae Sinee Kittichonvorakul Choosak Nopthawon Benchawan Pengnu Copyright (c) 2026 Journal of Social Science and Cultural 2026-04-27 2026-04-27 10 4 282 296 INNOVATION IN THE ESTABLISHMENT OF THE SANGHA COURT AND THE METHOD OF CONSIDERING CASES OF VIOLATIONS OF THE BUDDHIST https://so06.tci-thaijo.org/index.php/JSC/article/view/292807 <p>This article aimed to conduct a comparative study of Thai law and foreign laws concerning ecclesiastical courts and procedures relating to monastic cases in order to foster Buddhist innovation in Thailand. The study employed a mixed-methods approach by examining data from documents, in-depth interviews with 10 experts, and focus group discussions with 20 participants, all of whom were purposively selected. The data were analyzed using content analysis, descriptive analysis, and comparative analysis under the conceptual frameworks of the rule of law, equality, and procedural justice. The research findings revealed that the current system for handling monastic cases in Thailand remained under the ecclesiastical disciplinary mechanisms prescribed by the Sangha Act B.E. 2505 (1962) and the internal administration of the monastic order, which functioned more as an administrative system than as a specialized judicial system. As a result, it presented limitations in terms of objectivity, transparency, and clearly codified procedural standards, particularly in the context of contemporary society that emphasized the rule of law, human rights principles, and mechanisms of checks and balances. In comparison, several countries in which religion was a principal institution of society had developed religious courts or adjudicative bodies with clear structures, established procedural steps, appellate processes, and systematic coordination with state courts in cases involving criminal offenses. This reflected a tendency toward integrating religious principles with state law under the framework of justice and public accountability. The key findings indicated that Thailand should consider developing a system for adjudicating monastic disciplinary cases as a specialized court or quasi-judicial body with clearly defined standards in order to enhance credibility and create a balance between the preservation of monastic discipline and modern legal principles, which would serve as a foundation for institutional Buddhist innovation appropriate to the Thai context.</p> Phrakru Nitithambundit (Suriya Kongkawai) Phrakhru Palad Sarot Thammasaro (Saeou) Thanee Vorapatr Punyada Chongla-iad Wichet Sinprasitkul Copyright (c) 2026 Journal of Social Science and Cultural 2026-04-29 2026-04-29 10 4 297 309 GUIDELINES FOR DEVELOPING VOCATIONAL TEACHER COMPETENCIES BASED ON MODERN VOCATIONAL EDUCATION REFORM IN YUNNAN PROVINCE, PEOPLE'S REPUBLIC OF CHINA https://so06.tci-thaijo.org/index.php/JSC/article/view/293210 <p>This research aimed to: 1) Analyze the current and desired competency levels of vocational teachers; 2) Develop guidelines for enhancing their competencies; and 3) Evaluate those guidelines within the context of contemporary vocational education reform in Yunnan Province, the People's Republic of China. A three-phase mixed-methods research design was employed. Phase 1 involved in-depth interviews with nine experts to explore foundational concepts and a competency framework. Phase 2 collected questionnaire data from 333 vocational teachers using stratified random sampling; the questionnaire had a reliability coefficient of 0.985. Needs assessments were analyzed using the modified Priority Needs Index (PNI_modified). Phase 3 consisted of a focus group discussion with nine experts, including school administrators and industry representatives, to verify and evaluate the proposed guidelines. The findings revealed that: 1) Teachers’ current competency level was moderate, while their desired competency level was very high, reflecting a critical gap. The top three priority competency needs were: digital teaching and e-commerce (PNI_modified = 0.580); practical application and integration of industry knowledge (PNI_modified = 0.570); and industry-education integration (PNI_modified = 0.570), respectively. 2) The developed guidelines comprised 3 main strategies, 13 sub-strategies, and 13 implementation measures, covering digital skills development, industry collaboration, and teaching quality improvement. 3) Expert evaluations rated the guidelines as highest level in appropriateness (M = 4.77), feasibility (M = 4.66), utility (M = 4.79), and validity (M = 4.75). These findings demonstrate that the guidelines align with the current vocational education reform context and can be effectively implemented to enhance teacher competency in Yunnan Province, while also providing useful implications for vocational teacher development policy planning in other regions.</p> Rui Tian Supannee Samanyat Chaiwichit Chianchana Copyright (c) 2026 Journal of Social Science and Cultural 2026-04-29 2026-04-29 10 4 310 320 A STUDY ON THE DEVELOPMENT OF SECURITY MEASURES FOR PUBLIC AIRPORTS BY UNREST IN 3 SOUTHERN BORDER PROVINCES https://so06.tci-thaijo.org/index.php/JSC/article/view/293189 <p>This research, entitled “A Study on the Development of Security Measures for Public Airports by Unrest in 3 Southern Border Provinces,” aims to examine the current state of security at public airports in the 3 Southern border provinces and to identify guidelines for improving the efficiency of security measures at airports affected by unrest. The airports included in this study are Hat Yai International Airport, Narathiwat Airport, and Betong International Airport, which differ in operational characteristics. Hat Yai International Airport operates both domestic and international commercial flights. Narathiwat Airport has commercial flights with lower frequency, while Betong International Airport currently has no commercial flights in operation. This research employs a qualitative methodology. Data were collected through in-depth interviews with 9 Key informants selected by purposive sampling. The participants included heads of security units, security officers, and relevant security agencies responsible for airport security, each with at least 1 Year of experience. The findings indicate that public airports in the 3 Southern border provinces face risks from ongoing unrest, unauthorized access by external individuals, budget constraints, and limitations in security technology. Key issues related to the development of airport security include strengthening proactive security measures both inside and outside restricted areas, and implementing security technologies such as CCTV systems and access control systems. In addition, policies should be established to provide multilingual communication materials, continuously develop personnel capabilities, and allocate dedicated security budgets. These measures would help enhance airport security appropriately and in alignment with the local operational context.</p> Pimtawan Khunjamroen Napapa Pataragamonepong Kongsak Chomchum Copyright (c) 2026 Journal of Social Science and Cultural 2026-04-27 2026-04-27 10 4 321 331 ELEVATING AND INCREASING THE VALUE OF GMELINA ARBOREA FLOWER TEA THROUGH CREATIVE PACKAGING DESIGN OF THE TAI LUE LOCAL FOOD COMMUNITY ENTERPRISE GROUP, BAN HAT BAI, RIM KHONG SUBDISTRICT, CHIANG RAI PROVINCE https://so06.tci-thaijo.org/index.php/JSC/article/view/293205 <p>The research objective was to upgrade and add the value of Gmelina arborea flower tea products through creative packaging design for the Tai Lue Local Food Community Enterprise Group. This study adopted a Participatory Action Research (PAR) methodology and combined qualitative and quantitative data from 94 accidentally sampled consumers, 3 experts and 12 purposefully selected community leaders and members. Data collection involved in-depth interviews, questionnaires, focus groups, and workshop-based activities, which were subsequently analyzed through content analysis and descriptive and inferential statistics, specifically means, standard deviations, and t-tests. The research results showed that the community had key cultural identities for the design, including the Gmelina arborea flower, Tai Lue weaving patterns, the Mekong River, the “Tai Lue Noi” mascot, “Hai Hom Hak” branding, pavilions, and the century-old tree stump. The “Hai Hom Hak” logo was designed to relate to the linguistic identity, landscape, local wisdom, and artistic elements. There are two forms of packaging: the sachet and a gift box with a lid lined with Tai Lue hand-woven fabric. The designs used a systematic integration of cultural capital, food labelling standards, and storytelling and were rated as most appropriate by both experts and the community. Furthermore, a statistically significant increase in overall consumer satisfaction was observed for all dimensions, and trial sales showed high market acceptance for premium souvenirs. Finally, the transfer of tea packaging production technology allowed the community to scale up these manufacturing skills to other local products in a sustainable way.</p> Thongchai Lahuna Aphitsara Kritawanich Kanokwan Plasila Copyright (c) 2026 Journal of Social Science and Cultural 2026-04-30 2026-04-30 10 4 332 351 LEGAL MEASURES REGARDING DEALING WITH THE PROBLEM OF SYSEM FOR OUT-OF-SCHOOL YOUTH IN THAILAND https://so06.tci-thaijo.org/index.php/JSC/article/view/293327 <p>This study aims to: 1) Examine and analyze the legal frameworks and public policies related to compulsory and basic education in Thailand; and 2) Propose recommendations to promote equitable access to education for all children and youth and to prevent school dropout. A qualitative research approach was employed, comprising documentary research and field research. Documentary analysis was conducted to synthesize relevant legal texts, policy documents, and academic literature. Field research involved in-depth interviews and focus group discussions with 40 key stakeholders in Songkhla Province, including administrators, government officials, civil society representatives, academics, and other actors involved in educational management. The findings from the documentary research were used to develop interview questions, which sought participants’ perspectives on the factors contributing to school dropout, as well as legal constraints affecting access to education. Data were analyzed using content analysis. The findings reveal that more than one million children are currently out of the education system, including nearly 400,000 who have dropped out of compulsory education. This situation reflects limitations in the enforcement of the Compulsory Education Act B.E. 2545 (2002), particularly Section 6 in conjunction with Section 13, which imposes a legal obligation on parents or guardians to ensure that children complete nine years of compulsory education, with a fine not exceeding 1,000 baht for non-compliance. Despite the existence of policy initiatives such as the “One School, Three Models” approach, educational institutions continue to face operational constraints. In addition, the lack of integration among multiple data systems undermines effective educational planning and intervention. This study proposes strengthening the enforcement of the Compulsory Education Act B.E. 2545 (2002), alongside policy integration and the development of a unified central data system, in order to ensure that all children can effectively access and remain within the education system.</p> Jesada Thongkaow Pornthai Sirisatidkit Jiranan Choocheep Copyright (c) 2026 Journal of Social Science and Cultural 2026-04-30 2026-04-30 10 4 352 366 STRUCTURAL MODEL OF DIGITAL INNOVATION CAPABILITY INFLUENCING BUSINESS SUSTAINABILITY OF SMES IN THE UPPER CENTRAL REGION OF THAILAND https://so06.tci-thaijo.org/index.php/JSC/article/view/293362 <p>The transformation of digital technologies has significantly reshaped the nature of business competition, particularly for small and medium-sized enterprises (SMEs), which are required to adapt to the digital economy. However, the mere adoption of digital technologies may not be sufficient if organizations lack strategic capabilities and innovation capacity. This study aims to achieve four objectives: 1) to examine the effects of digital entrepreneurial orientation and dynamic capabilities on digital innovation capability; 2) to investigate the influence of digital innovation capability on digital business model innovation and digital customer engagement; 3) to explore the impact of digital business model innovation and digital customer engagement on business success; and 4) to develop a structural model of these relationships in the context of the Upper Central region of Thailand, which consists of both agro-industrial and regional industrial sectors with diverse economic structures and digital readiness. This study adopts a conceptual research approach by synthesizing relevant literature, theories, and prior studies to develop a structural model and research propositions for future empirical testing. The findings indicate that digital entrepreneurial orientation and dynamic capabilities serve as upstream drivers that significantly contribute to the development of digital innovation capability. This capability functions as a key mechanism in driving digital business model innovation and digital customer engagement, ultimately leading to business success. The proposed model systematically explains the relationships among variables, demonstrates theoretical consistency, and provides a robust foundation for future empirical validation.</p> Theerasak Supprasert Phongsakorn Amsa-ard Pornthep Kaewchur Copyright (c) 2026 Journal of Social Science and Cultural 2026-04-30 2026-04-30 10 4 367 380 THE DEVELOPMENT OF COMPETENCY AND VOCATIONAL QUALIFICATION OF SCRIPTWRITER https://so06.tci-thaijo.org/index.php/JSC/article/view/293265 <p>The development of occupational standards and professional qualifications for scriptwriters aimed to 1) Examine the current practices of occupational standards and professional qualification development for scriptwriters in benchmark countries, and 2) Develop occupational standards for Thailand. This study employed a qualitative research approach and was conducted in two phases. Phase 1 involved documentary research and case studies from the Republic of Korea, Singapore, and India to analyze qualification frameworks, competency structures, certification processes, and professional competency assessment mechanisms. Phase 2 focused on the development of occupational standards through a participatory process involving 12 experts, practitioners, media producers, and professional association representatives. Workshops and public hearings were conducted to establish occupational standards and qualification levels aligned with Thailand’s National Professional Qualification Framework. Data were analyzed using content analysis. The findings revealed that the benchmark countries have well-defined occupational standards encompassing competency units, performance criteria, and assessment systems closely linked with industry requirements. For Thailand, the developed occupational standards for scriptwriters identified core competencies, including concept creation, story analysis and development, and professional ethics, alongside specialized competencies based on media types. Distinctions between qualification levels were also evident: Level 4 emphasizes task performance within prescribed structures, while Level 5 focuses on story design and innovative creative development. In addition, the developed standards can be linked to the education sector by proposing instructional approaches emphasizing experiential learning, practice-based learning, and workplace-oriented training to prepare learners for effective entry into the industry. The findings also indicate that occupational standards can support professional recognition, career progression pathways, and competency-based workforce development within the creative economy and nationwide implementation. In conclusion, the development of occupational standards for scriptwriters in Thailand can be systematically implemented, aligns with international trends, and has the potential to enhance workforce quality, strengthen professional competencies, and support sustainable development in the entertainment industry.</p> Settha Veerathamanon Praphaporn Saengsuwan Copyright (c) 2026 Journal of Social Science and Cultural 2026-04-30 2026-04-30 10 4 381 393 THE DEVELOPMENT OF A LOCAL WISDOM CURRICULUM BASED ON THE TALE OF PAJIT-ORAPHIM IN THAI LANGUAGE LEARNING GROUP FOR SECONDARY SCHOOLS PHIMAI DISTRICT NAKHON RATCHASIMA PROVINCE https://so06.tci-thaijo.org/index.php/JSC/article/view/292833 <p>This research aims to 1) study the local wisdom learning curriculum on Pajit-Orapim, 2) develop a local wisdom learning curriculum on Pajit-Orapim, and 3) evaluate the effectiveness of the local wisdom learning curriculum on Pajit-Orapim for the Thai language subject area. The research sample consisted of 256 first-year secondary school students in Phimai District, Nakhon Ratchasima Province. The research was conducted using a research and development model in three stages: Stage 1 studying the basic context of the school Stage 2 developing the learning curriculum; and Stage 3 pilot testing and evaluating the curriculum with 5 lesson plans. The research results showed that the study of the basic information on the local wisdom learning curriculum on Pajit-Orapim for the Thai language subject area for first-year secondary school students in Phimai District, Nakhon Ratchasima Province, included the curriculum principles, curriculum goals, course description, curriculum structure, learning content, learning activities, learning media and resources, and measurement and evaluation. The results of the developed local wisdom learning curriculum on Pajit-Orapim showed that the curriculum and its accompanying manual were highly appropriate and consistent in all components. The evaluation of the curriculum's effectiveness revealed that it exceeded the set criteria (E<sub>1</sub>=98.69/E<sub>2</sub>=90.00). Student knowledge increased by 66.66%, with a statistically significant difference (p &lt; .05) in post-learning achievement compared to pre-learning scores. Overall, students' opinions on the learning process were positive. Most students believed that the local literature of Phimai District, specifically the story of Pajit-Orapim, should be preserved because it is valuable and could be lost.</p> Phramaha Charun Sarakool Phra Anan Phaka Phra Rachata Martsorn Phrakrumongkolwisutthibandit Phra Chanameth Kammungkun Soraya Thaiatthawithi Copyright (c) 2026 Journal of Social Science and Cultural 2026-04-30 2026-04-30 10 4 394 405 A MODEL OF DEVELOPMENT IN MORALITY AND LEARNING BEHAVIOR OF CHILDREN AND YOUTH THROUGH A BUDDHIST-BASED CREATIVE MEDIA PROCESS https://so06.tci-thaijo.org/index.php/JSC/article/view/293420 <p>The research titled A Model of Development in Morality and Learning Behavior of Children and Youth through a Buddhist-Based Creative Media Process aims to study successful prototype organizations and develop a modern model tailored for youth in the digital age. Employing a mixed-methods research approach, data was collected through both quantitative and qualitative measures from a sample group of students and experts to derive practical guidelines for educational institutions and communities. A key innovative finding is the shift in “learning paradigms,” moving from traditional lecture-based moral instruction to experience-based learning via modern media familiar to youth, such as short videos, social reflection dramas, and applications. The core mechanism begins with establishing “Faith (Saddha)” to capture interest and open young minds, before progressing to “Practical Principles” through hands-on group activities. This transforms youth from passive recipients into “media creators,” allowing them to systematically practice thinking, planning, and collaborative skills. This process integrates six moral virtues-discipline, responsibility, honesty, self-sacrifice, patience, and a passion for learning-with Buddhist principles. Empirical results confirm that this model significantly enhances “Hiri-Ottappa” (moral shame and dread of sin), personal responsibility, and public mindedness among youth. The primary success factor ensuring the sustainability of this innovation is the application of the “Borworn” concept (Home, Temple, and School) as the driving foundation. Collaboration between these three core institutions creates an environment conducive to behavioral refinement, providing youth with a robust “intellectual immunization.” This enables them to effectively screen information and lead lives grounded in Buddhist Dhamma amidst the complexities of the modern world in a proper and valuable manner.</p> Phramaha Udorn Uttaro (Makdee) Phrakhrubaidika Monthon khamago (Chutosri) Sombat Nuanra-ong Arnon Legdee Copyright (c) 2026 Journal of Social Science and Cultural 2026-04-30 2026-04-30 10 4 406 416 SOCIAL MEDIA EXPOSURE BEHAVIOR AND USER-GENERATED CONTENT INFLUENCING CHINESE STUDENTS’ FREE INDEPENDENT TRAVEL DECISIONS IN THAILAND https://so06.tci-thaijo.org/index.php/JSC/article/view/293147 <p>This study aims to examine Chinese students’ exposure to social media and user-generated content (UGC), as well as to investigate the influence of social media and content-related factors on their independent travel decision-making in Thailand. A mixed-methods approach was employed. Quantitative data were collected using an online questionnaire from a sample of 400 Chinese students using convenience sampling. Qualitative data were obtained through in-depth interviews with 10 Chinese students via WeChat, selected through snowball sampling, all of whom had prior independent travel experience in Thailand. Quantitative data were analyzed using descriptive statistics, including percentage, mean, and standard deviation, and hypothesis testing was conducted using t-tests and one-way ANOVA. Qualitative data were analyzed using content analysis. The findings reveal that Chinese students exhibit a high level of exposure to social media related to tourism in Thailand. The most popular platforms include Xiaohongshu (RED), WeChat, Douyin, and Weibo. The most engaging types of content include travel reviews, travel experiences, local food recommendations, itinerary planning, and cost-related information. In addition, respondents place significant importance on content credibility and completeness of information. Hypothesis testing results indicate that social media exposure and user-generated content significantly influence independent travel decision-making in Thailand at the .05 level of significance.Qualitative findings further suggest that social media serves as a primary information source for travel planning, helping to reduce uncertainty and influencing decision-making, particularly in terms of travel convenience, safety, and cultural experiences. These findings highlight the significant role of social media in shaping tourist behavior in the digital era.</p> Apiwan Sirinantana Copyright (c) 2026 Journal of Social Science and Cultural 2026-04-30 2026-04-30 10 4 417 426 DESIGN OF CLASSROOM PRODUCTS TO PROMOTE LEARNING FOR STUDENTS AT WAT THAIYAWAS SCHOOL https://so06.tci-thaijo.org/index.php/JSC/article/view/293425 <p>This research article aimed to: 1) Examine instructors’ teaching and learning activity formats, student behaviors, and anthropometric characteristics and to analyze design guidelines for classroom products that promote learning; 2) Design classroom products that enhance learning; and 3) Evaluate satisfaction with classroom products designed to promote learning. The research sample consisted of 30 participants from the study area, including instructors, designers, and students, selected through purposive sampling with an emphasis on functional relevance and the ability to provide in-depth information. The research instruments included a product evaluation form and a satisfaction assessment questionnaire regarding classroom products that promote learning. The statistical methods used for data analysis were mean and standard deviation. The findings revealed that 1) instructors primarily employed lecture-based teaching methods, with some use of instructional materials in the form of handouts. Students in the classroom varied widely in age. The existing products had been in continuous use for an extended period, showing damage in several parts and having dimensions inappropriate for the anthropometric characteristics of students aged 5 - 9 years, who exhibit clear differences in growth and body proportions. Using the same product design for students across different age groups affected usage behavior and safety; 2) the target group expressed strong interest in classroom products that promote learning and are suitable for students’ physical use, learning activities, and system-level classroom integration, with particular emphasis on safety and appropriateness for students aged 5-9 years; and 3) the overall satisfaction level of the sample group toward the newly designed classroom products was rated at a good level, with a mean score of 3.73 and a standard deviation of 0.71.</p> Bovan Krourat Paweena Chaiwanarom Copyright (c) 2026 Journal of Social Science and Cultural 2026-04-30 2026-04-30 10 4 427 440 LOGOTHERAPY PROCESS: SELF-CONTROL ENHANCEMENT IN YOUTH GROUPS WHO USE DRUGS https://so06.tci-thaijo.org/index.php/JSC/article/view/293054 <p>Youth with strong self-control and effective problem-solving abilities are less likely to engage in substance abuse and are more capable of living meaningful and productive lives. This academic article aims to propose conceptual dimensions and key components of a logotherapy-based counseling process designed to enhance self-control among youth offenders who engage in substance use. The approach is grounded in counseling psychology and emphasizes the counselor’s professional skills and deep understanding of adolescents’ experiences in facilitating the exploration of personal goals and life meaning. The counseling process encourages youth to shift from impulsive behavior driven by immediate desires toward reflective awareness and responsible self-regulation. Central elements of the logotherapy approach include the recognition of freedom and responsibility, the search for meaning beyond temporary pleasure derived from substance use, and the development of self-awareness and self-regulation skills. Through this process, youth learn to strengthen their ability to resist negative stimuli, cultivate mindfulness and inhibitory control, and develop greater confidence in managing their own behavior. These meaning-centered counseling processes contribute to strengthening self-control among youth with substance use problems, enabling them to develop meaningful life values and break the cycle of addictive behavior more effectively.</p> Bunrome Suwanphahu Copyright (c) 2026 Journal of Social Science and Cultural 2026-04-27 2026-04-27 10 4 212 222