University of the Thai Chamber of Commerce Journal Humanities and Social Sciences <p>วารสารวิชาการ มหาวิทยาลัยหอการค้าไทย มนุษยศาสตร์และสังคมศาสตร์ เป็นวารสารรายสามเดือน เผยแพร่ปีละ 4 ฉบับ ได้แก่ ฉบับที่ 1 เดือนมกราคม – มีนาคม ฉบับที่ 2 เดือนเมษายน – มิถุนายน ฉบับที่ 3 เดือนกรกฎาคม – กันยายน และฉบับที่ 4 เดือนตุลาคม – ธันวาคม ของทุกปี โดยตีพิมพ์เผยแพร่บทความวิจัย (Research Paper) บทความวิชาการ (Academic Paper) ที่นำเสนอเนื้อหาเป็นภาษาไทย หรือภาษาอังกฤษ ที่มีคุณภาพของอาจารย์ นักวิชาการ นักวิจัย และผู้ทรงคุณวุฒิในสาขาวิชามนุษยศาสตร์และสังคมศาสตร์ ได้แก่ สาขาวิชาบริหารธุรกิจ บัญชี เศรษฐศาสตร์ มนุษยศาสตร์ นิเทศศาสตร์ นิติศาสตร์ การท่องเที่ยวและอุตสาหกรรมบริการ การศึกษาปฐมวัย</p> มหาวิทยาลัยหอการค้าไทย en-US University of the Thai Chamber of Commerce Journal Humanities and Social Sciences 2673-0057 <p><span style="text-decoration: underline;"><strong>ลิขสิทธิ์ของบทความ</strong></span></p> <p>ผลงานที่ได้รับการตีพิมพ์ถือเป็นลิขสิทธิ์ของมหาวิทยาลัยหอการค้าไทย ห้ามมิให้นำเนื้อหา ทัศนะ หรือข้อคิดเห็นใด ๆ ของผลงานไปทำซ้ำ ดัดแปลง หรือเผยแพร่ ไม่ว่าทั้งหมดหรือบางส่วนโดยไม่ได้รับอนุญาตเป็นลายลักษณ์อักษรจากมหาวิทยาลัยหอการค้าไทยก่อน</p> <p>&nbsp;</p> The Lifestyle and Travel Behaviors of High-Spending Thai Senior Tourists <p>The purpose of this study was to examine the lifestyles and travel behaviors of high-spending Thai senior tourists and to analyze the relationship between their lifestyles and travel behaviors. The sample group consisted of 1,000 high-spending Thai senior tourists from four regions, including the Bangkok Metropolitan Area, using multistage sampling. A questionnaire was used as an instrument for data collection. The statistics employed for data analysis were descriptive statistics and Chi-Square test. The result revealed that respondents’ lifestyle was overall at a high level. As for each aspect, Activities was at a moderate level, while both Interest and Opinions were at a high level. In terms of tourism behavior, it was found that the majority of respondents traveled three times per year, during a long weekend, an average of three days per trip, with the objective of relaxation, recognizing information from personal media, deciding to travel on their own, traveling with their couples, arranging their trip, traveling by personal car, visiting nearby provinces or other regions away from their home, visiting natural tourist attractions, staying at the hotel, spending 5,001-10,000 baht per trip, mostly for accommodation expenses, and preferred traveling to the south. The relationship between lifestyles and the travel behaviors of the high-spending Thai senior tourists found that lifestyle had a relationship with their behaviors on the travel frequency, travel period, travel duration, travel objectives (relaxing, studying, and visiting cousins, grandchildren, and friends), main travel-decision maker, travel companion, the most visited attractions, place of interest, accommodation, travel expenses, highest travel expense, favorite regions to visit with statistical significance at the level of 0.05.</p> Rochaporn Chansawang ยงยุทธ แก้วอุดม Ranee Esichaikul Copyright (c) 2022 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences 2022-06-30 2022-06-30 42 2 Integrated Marketing Communication towards Perception and Decision Making of Generation Y Tourists <p>The objectives of this research were to survey the influence of offline and online marketing<br />communication affects perception and leads to decision making of generation Y tourists in Nakhon<br />Ratchasima province. Data were collected using the survey method from 392 of generation Y<br />tourists in Nakhon Ratchasima province. The questionnaire survey was used as research<br />instrument. The validity and reliability were checked, which were content validity by expert, the<br />result of discriminant validity tested by factor analysis showed value between 0.702-0.882, and<br />0.825-0.901 were result of Cronbach’s Alpha Coefficient test of reliability. The results revealed<br />that the opinion level of offline marketing communication and online marketing communication<br />showed all aspects at a high level. In addition, the result of hypotheses testing found that each<br />dimension of integrated marketing communication (offline and online marketing communication)<br />had a significant and positive effect on perception. However, perception explicitly led to decision<br />making of generation Y tourists.</p> Piyamaporn Thiamjite Chatchai Inthasan Copyright (c) 2022 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences 2022-06-30 2022-06-30 42 2 A Comparative Study of Publicizing Utterances for Inviting to Prevent COVID-19 between P.R. China and Thailand <p>This article aims to compare the content and linguistic strategies that appear in the publicizing<br />utterances for inviting to prevent COVID-19 between Chinese and Thai. Researchers collected<br />Chinese language data in public areas in Sichuan Province P.R. China, while Thai language data<br />was collected from the website of the Ministry of Public Health of Thailand, a total of 86 data were<br />analyzed by the Content Analysis and Pragmatics. The results showed that Chinese data and<br />Thai data share some same features and have some unique features on Content and Linguistic<br />Strategies, which could reflect some differences in social culture between China and Thailand.<br />For example, do use serving chopsticks for Chinese people, while do not to take a meal face to face<br />for Thai people, and family members matter a lot for Chinese people, while Thai people are<br />interested in “merit”. There are 3 linguistic strategies including speech acts, metaphors, and<br />modality. Both Chinese and Thai use orders, invitations; reasoning was found only in Chinese, while<br />requests, advice, and warnings were found only in Thai. The metaphor COVID-19 IS ENEMY and<br />PREVENTING FROM COVID-19 IS WARM TEMPERATURE appears in both Chinese and Thai.<br />However Chinese still use metaphor NOT PROTECTING FROM COVID-19 IS TRAVELING TO A BAD<br />DESTINATION. Chinese use only one kind of modality: must, while Thai has a wider choice of<br />modalities: must, should, may.</p> Xin Xie Deeana Kasa Copyright (c) 2022 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences 2022-06-30 2022-06-30 42 2 A Study and Development of Her Majesty’s Fund for Drug Control Learning Center in Bangkok Metropolis <p>This research article aimed to study Her Majesty’s Fund for Drug Control Learning Centers<br />in Bangkok in terms of learning resources/bases, management processes, factors of learning<br />success, and ways to develop the Centers, as well as guidelines for their operation. The qualitative<br />research was conducted from 1st October 2020 to 28th February 2021. The total of 221 participants<br />from focus group interviews with staff of the Centers and residents in 25 communities and<br />knowledge sharing with staff of the Centers, social developers, and Bangkok Area Narcotics<br />Control Office’s staff was used as the data. The results found 12 learning resources/bases.<br />The management used the proactive operation, management planning, continuous operation<br />monitoring, integration of Her Majesty’s Fund activities with community activities, taking care of<br />the community member well-beings, and working with networks. Learning success came from<br />leaders who have vision, body of knowledge, and experience; participation of the committee and<br />community members; strong social networks; and youth leaders who will continue their work.<br />The Learning Center wanted to develop further were physical and environmental development;<br />body of knowledge that helps prevent drug problems and improve quality of life; expansion of<br />the network; and development of the new youth leaders. The suggestions of various guidelines were<br />discussed.</p> Usa Sutthisakorn Sirirat Janyarat Benjaporn Deekhuntod Deekhuntod Copyright (c) 2022 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences 2022-06-30 2022-06-30 42 2 Competencies and Development Guidelines of Out-of-school Teachers <p>The purposes of this research are: 1) to study roles, responsibilities and development<br />needs of out-of-school teachers. 2) to propose and verify key competencies and the development<br />guidelines of out-of-school teachers. This research is supported by Equitable Education Fund,<br />2020. There were 1,370 out-of-school teacher participants. Data collection was conducted<br />through observation, interview, questionnaires and focus group. The results showed that outof-<br />school teachers were responsible for five major duties, including 1) searching and identifying<br />the targets 2) sheltering children 3) being a case manager 4) being a collaborator and 5) being<br />a learning facilitator and coach. To successfully perform their duties, six key competencies<br />were 1) student-centered learning consultant and coach 2) media, technology, and learning<br />management 3) law and regulations for cross-cultural equity 4) communication and relationship<br />building 5) case management and 6) morality and professional ethics. The proposed guidelines<br />for out-of-school teachers’ development included evaluation and development planning with<br />three main approaches; training, learning by doing and learning from their own and other<br />experiences. Furthermore, capacity building of out-of-school teachers should be received more<br />support by various organizations to reduce the education inequity of out-of-school students.</p> Kotchaworn Chuymanee Wirathep Pathumcharoenwattana Worarat Pathumcharoenwattan Suwithida Charungkaittiku Ravee Chudasring Copyright (c) 2022 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences 2022-06-30 2022-06-30 42 2 The Values of Toponyms of Village Names in Nan Province <p>This research article aims to record and study history as well as uncovers the value and meaning of village toponyms in Nan Province. It is based on documents and field data. 905 village toponyms have been analyzed according to the qualitative research method along with the study of folklore framework. The results reveal that the village geography in Nan province reflects history and values, which illustrates seven different characteristics: 1) geographical characteristics including a wide range of terrain, especially watersheds, forests, and highlands 2) vegetation reflecting the abundance of natural resources 3) local history as a reflection of the past<br />that shows traces of Nan’s history 4) mythology and folklore consisting of local legends related to religious beliefs and historical figures, all signifying the beliefs and worldviews of the people in the area 5) the livelihood of the people of Nan regarding occupation, tools, appliances, water management of the community, traditions, and rituals, as well as transportation 6) both beliefs and values related to the sacred and supernaturalism, as well as beliefs and values concerning auspiciousness, and finally 7) administrative characteristics, including the separation of villages and the establishment of new villages. The village’s toponym is especially valuable to locals in realizing their local history which is linked to the definition of the identity of people in the Nan community. This will also lead to the creation of strong communities in different dimensions.</p> Olan Rattanapakdee Copyright (c) 2022 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences 2022-06-30 2022-06-30 42 2 Cost and Net Profit Analysis of Organic Charolais Beef Cattle Breed Production in Chiang Mai Province <p>The leading objectives of this inquiry were to study cost, net profit, a financial ratio analysis,and break-even point of an organic Charolais beef cattle farm located in Chiang Mai, Thailand by using In-depth interview. In 2019, The results of organic cattle by grazing system demonstrate:an average per head of cattle purchasing cost was 30,250 Baht, labor cost was 17,307.69 Baht,production expense was 13,653.85 Baht, Charolais beef cattle cost was 51,923.08 Baht, selling income was 51,923.08 Baht, gross profit was 15,076.92 Baht, Operating expenses were 4.926.92, resulting in a final net profit of 10,150 Baht. The financial ratios analysis exhibited: 1) production<br />efficiency ratios 2) profitability ratios and 3) efficiency ratios. The break-even point (sales Baht) was 669,116.17 Baht. The benefits of this research were production planning, profit planning, in addition to control production costs and expenses to maximize profits in organic Charolais beef cattle business.</p> Sirikul Tulasombat Copyright (c) 2022 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences 2022-06-30 2022-06-30 42 2 Financial Development and Effect of Monetary Policy on Bank Risk: A Case Study in Emerging Market Countries <p>This research aims to study the effect of monetary policy on commercial bank risk by<br />using the data from 26 Emerging Market Countries between 2000 and 2019. The study also<br />examines the influence of financial development, including the development of banking and<br />capital market in terms of size, activities, and efficiency, on the effect of monetary policy on<br />commercial bank risk. The Generalized Method of Moments estimation result shows that monetary<br />policy significantly affects commercial bank risk. This effect is relatively low, especially when<br />a bank has higher capital and liquidity. Financial development, including the development in<br />terms of size, activities, and efficiency, is lower than the effect of monetary policy on bank risk.</p> Attasuda Lerskullawat Copyright (c) 2022 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences 2022-06-30 2022-06-30 42 2 Marketing Development for Enhancing Hand-Woven Fabric Products of Community Enterprise, Nan Province <p>The purpose of this research was to develop marketing factors for enhancing hand-wovenfabric products of community enterprises in Nan province. The sample groups used in this research consisted of 2 groups. The first group was 400 customers. The second group is 100 members of community enterprises. These mixed methods combined quantitative and qualitative research.The result from SWOT analysis was found that the hand-woven fabric products of community enterprises have a strength for beautiful designs that are unique according to the local wisdom.The weakness is that the product can be easily imitated. The opportunity is the high tourism<br />potential in Nan province, a special area for tourism. The threat is that the price of raw materials is constantly rising, causing high production costs. The analysis’s result of CFA indicated that the four factors including satisfaction, perceived value, trust, and integrated marketing communication could be interpreting 90.674% of variance. Moreover, the consistency of the model in each component was tested. The analysis’s result of CFA proves that the development model was validated the empirical data due to the comprised indicators. For product development guidelines, community enterprises should do the following: 1) product design and packaging should be developed in modern style and outstanding 2) product price should be set to penetrate the market to stimulate<br />sales and 3) distribution channels should have multiple channels for customers to easily reach and focus on selling as souvenirs for tourists as well as continual advertising and public relations.</p> Jittra Punroob Ekachai Duangjai Natthawoot Punroob Copyright (c) 2022 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences 2022-06-30 2022-06-30 42 2 Creating Competitive Advantage of Small Private Tutorial Business in Lampang Province <p>The purposes of this research were to study the current tutorial business environment and demographic characteristics of learners in Lampang; analyze Porter’s generic competitive strategies used by small tutorial school business and preferred by learners; provide competitive advantage guidance to small tutorial school business in Lampang. A mixed method research approach was selected and conducted. First, a qualitative study involving semi-structured interviews was conducted with five entrepreneurs selected through purposive sampling. Second, a survey instrument for quantitative research using a structured questionnaire was distributed to 400 respondents. Data were analyzed by descriptive statistics (percentage, mean, and standard deviation) and One-way ANOVA, t-tests were used for testing hypothesis. The significant findings revealed that most of the entrepreneurs did not use any particular strategy but rather a mix of different strategies. It was found that differentiation strategy is the most preferred strategy which was confirmed by respondents with the highest mean rating of 4.22; results revealed that learners prioritized the providers who listen to their feedback. Cost Leadership Strategy with mean rating of 4.17 was the second most preferred. Focus Strategy with mean rating of 4.11<br />was the least preferred strategy; results revealed that learners weighted Cost Focus on fair prices along with high-quality courses and services. Based on the hypothesis testing it was found that learners with different demographic characteristics with the exception of gender yielded a significant difference on all generic competitive preferences. It was found to be consistent with the current strategies used by tutorial businesses at a statistically significant level below 0.01.</p> Yadarat Inthakhan Pusanisa Thechatakerng Preeda Srinaruewan Sirikul Tulasombat Copyright (c) 2022 University of the Thai Chamber of Commerce Journal Humanities and Social Sciences 2022-06-30 2022-06-30 42 2