Vol. 6 No. 1 (2025): January-June

Foreword

The contributors in this edition delve into issues of national development, consumer behavior, human resources, and education management in Thailand, Indonesia, and China.

Fikri Gali Fernando Holqi of the University of Muhammadiyah Malang, Indonesia, brings our attention to the equitable development of the country, and argues for decentralization in national development planning based on Regulatory Impact Assessment (RIA) method for public policy analysis.

Chenicha Praphruetmon et al. of PIM and Bangkok University explore User-Generated Content (UGC) in social media for Generation Z with SEM (Structural Equation Model) including perception on UGC, brand attitude, and purchase intention. Chenyi Pan and Akaraphun Ratasuk of PIM study the revisit intention of snorkeling tourists for destinations in Hainan Province, China, using PLS-SEM combined with the Sobel test for mediation.

Pithoon Thanabordeekij of Chiang Mai University applies an extension of the Theory of Planned Behavior (TPB) to capture the Influence of “Korean Wave” on consumption of an iconic Korean spirit by Thai consumers.

Xiaobo Xu of Dhurakij Pundit University diagnoses work stress and burnout among Human resources personnel in private higher education Institutions in Yunnan Province, China.

A group of researchers from Krirk University, Assumption College Rayong, and PIM propose academic administration guidelines for global citizenship and cultural Understanding within the ASEAN community, using the modified Priority Needs Index (PNI) for quantitative analysis and content analysis for qualitative data.

Prof. Dr. Tang Zhimin
Editor-in-Chief