Academic Journal of Humanities and Social Sciences Burapha University

Interpreting the Philosophy of Purana Kassapa by Employing Hermeneutics of Friedrich Schleiermacher

Phramaha Warantorn Srikhuy — 2024-12-25

This academic article aims to interpret the Philosophy of Pūraṇa Kassapa by employing the hermeneutics of Friedrich Schleiermacher. The article is divided into four parts. Part 1 discusses the interpretation of Pūraṇa Kassapa’s philosophy as Akiriyavāda and immoralism by different schools of philosophy. It points out that such an interpretation is based on one’s framework. In other words, Pūraṇa Kassapa’s philosophy is not being interpreted to understand its purpose. Part 2 discusses the meaning, background, and importance of hermeneutics. Part 3 discusses Friedrich Schleiermacher’s hermeneutics, specifically the grammatical and psychological interpretations. Finally, Part 4 interprets Pūraṇa Kassapa’s philosophy using Friedrich Schleiermacher’s hermeneutics and proposes that Pūraṇa Kassapa’s philosophy is materialistic. Furthermore, it argues that interpreting his philosophy as denying merit and sin is incorrect, as the concept of merit and sin is incompatible with materialism.

Behavior and Motivations of Thai Tourists towards Buddhist Tourism in Bangkok

Jessadaporn Yanuphrom — 2024-12-25

This study aims to understand Thai tourists’ behaviors and motivations regarding Buddhist tourism in Bangkok and compare their motivation levels based on personal factors and Buddhist tourism behaviors. This study involved a sample of four hundred Thai tourists who had traveled to Buddhist tourist locations. Data was collected through questionnaires. Descriptive and inferential statistics were employed, utilizing independent sample t-tests, one-way ANOVAs, and analysis of pairwise differences using the Scheffé method.

The study found that Thai tourists are highly motivated toward Buddhist tourism in Bangkok. Additionally, demographic factors influence the overall motivation in physical and cultural/belief aspects differently, with statistical significance. The behavior of Buddhist tourism influences motivation levels in various aspects, including physical, cultural/belief, emotional, and psychological dimensions, with significant statistical implications. This study’s findings will be valuable for designing tourism promotion activities and developing tourist attractions that are convenient, engaging, and aligned with tourists’ needs.

The Learning Process of Making Curriculum of Accounting Standard for Community in Don Muang District of Bangkok

Dawprasug Thongglin — 2024-12-25

This study aims to investigate the learning process of making curriculum of accounting standard for community in Don Muang District, Bangkok. Community-Based Research (CBR) was the research methodology employed. The main focus was on the participatory actions by the community residents, academic researchers from educational institution and the technical officer from Department of Business Development. 15 people from 9 communities who were the primary target population comprised of the community researchers, members of the community, its leaders, and its committees.

According to the findings, the learning process of making curriculum of accounting standard for community in Don Muang District, Bangkok, should emphasize the process of sharing ideas, analyzing, learning, and understanding, as well as creating learning assessments and evaluations that take into account community recognition. However, the learning process should emphasize the value of using language that members of the community can understand, giving them the chance to review the lessons and gain practical experience with case-based learning, structuring the testing process with members of other communities to practice applying knowledge, setting up a summary meeting, and revising, adjusting, and correcting the body of knowledge and content. The end product was a community accounting program that was relevant and compliant with accounting standards.

Resilience, Perception of the Teaching and Learning Management of the Next Normal and Quality of Life of Undergraduate Students after the Situation of COVID-19

Bongkoch Naksiang — 2024-12-25

This research aimed to study resilience and perceptions of teaching and learning management of the next normal in the post-COVID-19 era and its impact on students’ quality of life. Four hundred students from Burapha University were chosen using the stratified random sampling method to participate in the study. They completed a rating scale questionnaire, which served as the research instrument. The study’s main findings were as follows: first, students’ academic level had an impact on their resilience, the next normal teaching and learning management, and their quality of life. Specifically, first-year students scored higher than second-year and fourth-year students. The student’s field of study did not have a different effect on their resilience, the next normal teaching and learning management, and quality of life. Secondly, the study found significant correlations among students’ resilience, the next normal teaching and learning management, and quality of life. Thirdly, it was discovered that resilience and the next normal teaching and learning management can predict students’ quality of life. The study results suggest that, in the post-COVID-19 era, students’ resilience and the use of technology in teaching and learning should be emphasized to promote a better quality of student life. Furthermore, students should have more opportunities to design and participate in the classroom. Learning progress evaluation and teaching methods can be developed to assess students’ competencies.

Adaptation and Competitive Advantage for Online Fashion Business Platforms to Next Normal Lifestyle

Sittiphat Lerdsrichainon — 2024-12-25

This research aims to investigate the adaptation and competitive advantage of online fashion business platforms to the Next Normal lifestyle. The target audience comprises managers, marketers, and administrators overseeing clothing stores on E-Marketplaces and social media platforms. Eight interviews were conducted with individuals from April to June 2023.

The research findings indicate that society is transitioning into a globalized society. Consumers can easily and quickly communicate, and the use of digital technology promotes an increase in online transactions. This serves as a way to become familiar with technology.

In the study of online business operations using the 4C’s marketing mix, the research has shown that consumer demand trends toward diverse decision-making in online clothing purchases. There are also concerns about the risks of purchasing clothes online. In terms of cost techniques, prices that are not significantly higher than the cost are set. Separating shipping costs from the price is essential to calculating costs and profits. Techniques for consumer convenience, such as optimizing the transportation system for efficiency and speed and enhancing communication methods to promote repeat purchases, resulting in a positive attitude and impression toward the brand. A positive attitude stems from trust in the consistent quality and standards of the products.

The Eastern Railway Line and the Expansion of the Rice Economy in Prachinburi Province during the Reigns of King Rama V and VI

Ruengwit Limpanart — 2024-12-25

This article uses historical methods to study 1) the development of the East Railway construction during the reigns of King Rama V and VI and 2) the railway’s impact on the expansion of the rice economy. The research involves collecting primary document evidence and organizing the results into a descriptive and analytical format. The findings indicate that the Eastern Railway was established in response to transportation challenges. Its development began in the Bang Pakong River basin to enhance travel and transportation, which in turn significantly influenced the growth of the rice economy. This includes expanding cultivated areas and growing rice milling businesses. The study highlights how local economic phenomena, driven by local dynamics, significantly impact economic changes at both the local and national levels.

Critical Discourse Analysis of Tourism Authority of Thailand’s Online Reports during the COVID-19 Pandemic in 2021

Akrakan Sonthichuay — 2024-12-25

This research article examined the textual dimensions to reveal linguistic strategies, discourse practices, and sociocultural factors in the Tourism Authority of Thailand’s online COVID-19 tourism reports from 2021. Employing Fairclough’s (1995) critical discourse analysis and Hymes’s (1974) ethnography of communication, this study analyzed 94 texts titled “situation updates” from January to December 2021. Findings emphasized three key linguistic strategies-lexical choices, sentence types, and presupposition-that reveal how language influences ideologies regarding the nation-state and citizenship. Discourse practices consist of eight elements: situation, participants, ends, act sequence, key, instrumentality, norms of interaction and interpretation, and genres. The sociocultural practice dimensions revealed power and knowledge dynamics, which aimed at controlling citizens and transforming them into desirable members of society. In contrast, the concept of consumerism encouraged consumption and signified a return to normalcy within the tourism industry.

An Overview of China’s National Image in Thai Documentaries

Yan’e Yin — 2024-12-25

This research, “An Overview of China’s National Image in Thai Documentaries”, aims to analyze the image of China presented through Thai documentaries. It is a qualitative research method that involves analyzing the texts of documentaries using the concepts of image narration theory and viewer comments. In this study, 74 documentaries produced by Thai filmmakers and 6,581 viewer comments on YouTube were selected for analysis. Data collection includes observing and transcribing the documentary texts, as well as reviewing viewer feedback.

The research findings are presented in a descriptive and analytical manner. The study reveals that the image of China in Thai documentaries can be divided into four main points: 1) China is a Homeland for Thai-Chinese Ancestry. 2) China is a country with many ethnicities. 3) China is a modern country. 4) China is a country with many different cultures. The research shows that Thai documentaries tend to present China in a predominantly positive manner. In today’s society, a country’s “soft power” and “reputational capital” are crucial aspects of its national image. This research provides a comprehensive understanding of the portrayal of China in Thai documentaries, aiming to better understand China’s presence in Thailand and gain a deeper insight into China within the contemporary social and cultural context.

Keywords: China, Image, Thai Documentaries