University of the Thai Chamber of Commerce Journal Humanities and Social Sciences

The impact of sustainability ratings on dividend payouts and firm performance of listed companies in the Stock Exchange of Thailand

Prapaporn Kitdamrongtam — 2026-06-29

This research examines the impact of sustainability ratings on dividend payments and operational performance of companies listed on the Stock Exchange of Thailand. The sample consists of 584 listed companies over the period 2023–2024, yielding 1,168 firm-year observations. The data are analyzed using descriptive statistics and multiple regression analysis based on the Random Effect Model (REM). The results indicate that sustainability ratings have a statistically significant positive effect on dividend payments. Among the control variables, the debt-to-equity ratio, representing firms’ financial leverage, positively influences dividend payments. In examining the impact of sustainability ratings on operational performance, the findings indicate that the company’s sustainability rating has a statistically significant positive effect on return on equity (ROE), which reflects the firm’s operational efficiency. Among the control variables, the book value per share is found to have a positive influence on the operational performance of the company.

On-Paper Parity, In-Practice Gaps: Assessing Labour Rights Realization among Men, Women, and LGBTQ+ Workers in Thailand, 2015–2025

Taisith Kruasom — 2026-06-30

This study examines whether Thailand’s equality-related legal reforms have been translated into meaningful labour-rights realization for men, women, and LGBTQ+ workers during 2015–2025. Using an explanatory sequential mixed-methods design, the study integrates province–industry labour-force analysis, firm-level disclosure evidence, and qualitative interviews with 15 key informants. The findings are interpreted through a five-dimensional Rights Realization Index (RRI). The results reveal positive but uneven progress in workplace equality. Improvements are more evident in administratively mediated outcomes, particularly benefit access following the equal-marriage reform effective on 23 January 2025, than in deeper labour-market outcomes such as wages. Over the study period, the RRI increased from 0.47 to 0.63, indicating moderate but incomplete convergence between formal legal recognition and realized workplace equality. Integrated evidence identifies four recurrent mechanisms shaping practical implementation: administrative friction, symbolic compliance, inclusive policy design, and uneven enforcement capacity. The Thai case shows that legal reform is a necessary starting point, but its practical impact depends on institutional capacity to translate formal rights into routine workplace practice.

Strategies for Naming Episodes of the Hone- Krasae Program (2025)

Butsakon Kaeo-am — 2026-06-30

This article examines the strategies used in naming episodes of the program “Hon Krasae” from January to August 2025, analyzing 172-episode titles published on the YouTube channel. The research employs content analysis to categorize the episode titles based on the strategies utilized, such as significant character names and content identification. The findings reveal that these strategies play a crucial role in attracting viewers' attention and reflect the adaptability of content creators in the digital age, effectively fostering interaction and audience engagement. Therefore, this research is significant in expanding the understanding of the dynamics of online news naming and the strategies employed to capture attention in dramatic news media.

Development of Basic Korean Vocabulary List for Tourism and Hospitality Industry

Wimonmart Moenhor — 2026-06-30

This research aims to establish a fundamental Korean vocabulary list for the tourism and hospitality industry, specifically targeting Thai tourism service personnel. The study is situated within the framework of Korean for Occupational Purposes (KOP). The methodology employed corpus linguistics to analyze and select high-frequency vocabulary, which was then integrated with qualitative evaluations from a panel of seven experts. The findings yielded a final list of 1,150 essential words categorized into three key dimensions: 1) Proficiency levels, where intermediate-level vocabulary constituted the largest proportion at 51%; 2) Parts of speech, focusing on general nouns (NNG), verbs (VV), and adverbs (MAG); and 3) Six primary tourism business sectors, such as transportation, accommodation, food and beverage, and tour agencies. This comprehensive vocabulary list serves as a crucial foundation for developing specialized curricula and instructional materials aimed at effectively enhancing the communicative competence of personnel within the Thai tourism industry.

How Chinese Teachers in Thai Public Vocational Colleges Perceive Cultural Teaching and Navigate Practical Dilemmas : A Qualitative Study

Ruiming Li — 2026-06-30

Cultural teaching is widely recognised as central to communicative development in international Chinese language education, yet it remains difficult to sustain in Thailand’s vocational colleges, where time, assessment visibility, and employability relevance shape what teachers can realistically do. This study interviewed 24 Chinese language teachers in Thai public vocational colleges using semi-structured in-depth interviews and a constructivist grounded theory approach. The findings show that cultural teaching functions as a vocationally situated and institutionally embedded practice, while teachers’ dilemmas converge into three structural gaps: legitimacy, resource, and governance. In response, the study proposes an Integrated Support Framework and a staged pathway of legitimation, consolidation, and deepening to support more sustainable cultural teaching in vocational education.

An Assessment of Teachers’ Needs for Developing Skills in Using Artificial Intelligence AI and Digital Tools for Teaching and Learning in Schools under the Pathumbenja School Network, Secondary Educational Service Area Office Pathum Thani

Sumatee Keawmanee — 2026-06-30

This study aimed to examine the current and desirable conditions and to assess teachers’ needs for developing skills in using (Artificial Intelligence: AI) and digital tools for instructional management in schools under the Pathum Bencha Consortium, Secondary Educational Service Area Office Pathum Thani. The sample consisted of 250 teachers. The research instrument was a five-point rating scale questionnaire with 30 items, with content validity ranging from 0.67 to 1.00 and a reliability coefficient of 0.851. Data were analyzed using mean, standard deviation, and the modified Priority Needs Index (PNI modified). The study covered six aspects: knowledge of AI, use of AI tools, instructional design, assessment, professional development, and AI ethics. The findings revealed that desirable conditions were higher than current conditions in all aspects, with knowledge of AI identified as the highest priority need.

Thailand’s Capacity to Host Global Music Mega Events: A Comparative Policy Analysis of Taylor Swift’s The Eras Tour in the Republic of Singapore

Orachun Thatsanithong — 2026-06-30

This study examines Thailand’s capacity to host international music mega events through a comparative policy analysis with Singapore, using Taylor Swift’s The Eras Tour as a case study. A qualitative approach was employed, including in-depth interviews and focus group discussions with 25 key stakeholders. The findings indicate that Thailand’s main limitation lies not in market demand, but in fragmented governance, which leads to discontinuities in operational processes and reduces the overall participant experience. In contrast, Singapore’s integrated governance enables more efficient and coordinated event management. The study proposes practical policy recommendations to enhance Thailand’s capability in managing music mega events and to strengthen its competitiveness as a global tourism destination.

A Discourse Analysis of Ethical Communication and Power Dynamic in Artificial Intelligence: A Case Study of Customer Service AI Chatbots

Punyarat Wanthong — 2026-06-30

This article examines ethical discourse and power dynamics in AI chatbot interactions through Critical Discourse Analysis based on Fairclough’s framework. Drawing upon 14 simulated conversations from two corporate case studies, the analysis identifies three key discourses: 1) hidden transparency through human-like personas, 2) programmed emotional responses, and 3) communication structures that limit user agency. The study concludes that AI communication architectures primarily serve corporate interests. This research contributes to communication ethics by shifting the focus from technical usability to structural power dynamics within the Thai context.

The Marketing Communication Landscape in the Platform Era: A Synthesis Toward the Concept of Trust Architecture

Anchalee Pichedpan — 2026-06-30

This academic article examines the transformation of the marketing communication landscape in the context of artificial intelligence, big data, the platform economy, and growing pressures from data governance and ethics. It aims to analyze the contemporary marketing communication landscape in global and Thai contexts, synthesize relevant literature and policy reports, and develop a conceptual framework for research, teaching, and professional practice. The article adopts a conceptual review by integrating scholarship in marketing, communication, digital media, and platform studies with policy and industry sources. The synthesis shows that marketing communication has shifted from a mass-media model to a platform-based ecosystem driven by data, algorithms, and real-time interaction. The article therefore proposes the concept of the “trust architecture of marketing communication in the platform era” to explain trust as a governing principle for the design, implementation, and evaluation of contemporary communication.

Developing Delay of Gratification in Thai Preschool Children: A Contemporary Review Toward Evidence-Based Practice

Jesada Boonmahome — 2026-06-30

This article aims to review scholarly evidence and propose developmental approaches for delay of gratification in Thai preschool children aged 3-6 years, challenging the belief that this capacity emerges only upon entering primary school. The study employs dual methodology: systematic literature analysis in developmental psychology and early childhood education, combined with in-depth interviews with three Thai experts possessing direct teaching and research experience. Findings indicate that Thai preschool children can demonstrate delay of gratification behaviors, particularly from age 5 onward, developing earlier than documented 36 years ago. This reflects enhanced cognitive stimulation, increased parental knowledge, and improved teacher training. Effective approaches include structured play-based learning, concrete delayed-outcome activities, and helping children understand the relationship between waiting and superior benefits. A significant barrier is parents' reluctance to allow children to wait due to protective concerns. Success requires teacher-parent collaboration, preschool-to-primary continuity, and daily routine integration