https://so03.tci-thaijo.org/index.php/Humanties-up/issue/feed Journal of Humanities and Social Sciences University of Phayao 2022-08-15T14:38:32+07:00 รศ.ดร.ผณินทรา ธีรานนท์ tphanintra@hotmail.com Open Journal Systems <p>“ปัญญาเพื่อความเข้มแข็งของชุมชน” (Wisdom for Community Empowerment) คือปณิธานของมหาวิทยาลัยพะเยาที่วารสารมนุษยศาสตร์และสังคมศาสตร์ มหาวิทยาลัยพะเยา ยึดมั่นในเจตนารมณ์ของมหาวิทยาลัยพะเยาและถือเป็นหลักปฏิบัติด้วยการคัดสรรบทความที่มีคุณภาพมาเผยแพร่&nbsp; เพื่อให้ผู้อ่านได้รับความรู้และแนวคิดที่ตั้งอยู่บนหลักการทางวิชาการ อันจะนำไปสู่การสร้างสรรค์สังคมให้เป็นสังคมที่มั่นคงและพร้อมที่จะเผชิญกับสถานการณ์ทุกรูปแบบ เพื่อเป็นการแลกเปลี่ยนและเผยแพร่ความรู้ทางวิชาการทั้งทางทฤษฎีและปฏิบัติ และการเสนอผลงานวิจัยที่เนื้อหาครอบคลุมสาขาวิชาด้านมนุษยศาสตร์และสังคมศาสตร์ โดยมีกำหนดการเผยแพร่ ปีละ 2 ฉบับ และตีพิมพ์ทุก ๆ 6 เดือน/ปี (ฉบับที่ 1 มกราคม – มิถุนายน และ ฉบับที่ 2 กรกฎาคม – ธันวาคม)</p> https://so03.tci-thaijo.org/index.php/Humanties-up/article/view/255533 Isaiah Berlin’s the Concept of Positive Liberty 2021-11-18T15:40:11+07:00 Saksit Karlers saksitkarlers@gmail.com <p>This paper aims to explain Isaiah Berlin’s the concept of positive liberty. That is, this study applied documentary research and political philosophy method conducted through a textual analysis and interpretation, the result shows that, positive liberty is the possibility of acting or the reality of acting in such a way as to take control of one's life and realize one's fundamental purposes, so positive liberty about having the resources and power to take action for live a certain way or achieve some sort of self-realization, which are intended to facilitate and promote the freedom of the individual via measures taken by society and the state.</p> 2022-08-15T00:00:00+07:00 Copyright (c) 2022 Phayao University https://so03.tci-thaijo.org/index.php/Humanties-up/article/view/231004 The Image of Buddhist Monks in Ancient Lanna Documents 2021-10-08T15:49:20+07:00 Sunthorn khamyod sunthorn080@gmail.com Siriporn Maneechukate sunthorn_030@mju.ac.th Chayutpat Kammoon sunthorn_030@mju.ac.th Apalai Suksamran sunthorn_030@mju.ac.th <p>This article aims to study the image of Lanna monks from various ancient documents in order to understand the phenomena related to Lanna monks that are based on social structure and the expectations of society on the role of Lanna monks. The results showed that the good image of the monks in the written documents was very rare. <br />While the image of the monks in documents related to the state refers to monks as ordinary people as a part of state and under the authority of the state. For the oral literature will present images of monks who are ordinary people in society, able to make fun of parodies. In addition, it also reflects the Lanna society structure that has the power negotiation in which monks are in the position of food harasser. Therefore, the image of the monks presented is a negative image to release the stress of society. However, the government and the Lanna civil society sectors did not expect the monks in terms of liberation, if only expecting to act in accordance with the principles of morality.</p> 2022-08-15T00:00:00+07:00 Copyright (c) 2022 Phayao University https://so03.tci-thaijo.org/index.php/Humanties-up/article/view/255590 Development of teacher potential in instructional management through active learning with the integrated supervision process in Basic Education 2021-12-10T12:45:55+07:00 yukoltorn sangson yukoltorn17@gmail.com <p>The purposes of this research were : 1) To study the conditions, problems and needs of active learning management. 2) To develop integrated supervision processes for use in developing teachers' potential in organizing active learning. 3) To study the results of teacher potential development in active learning management with a blended supervision process. and 4) To study the satisfaction of teachers' potential development in active learning management through a blended supervision process. The target groups of this research were school 18 people; director and teachers’ Chumchon Wat Phothong “Pakasitwittaya” School. The research method was the principles of action research in 4 steps: Planning Action Observation and Reflection. The statistics used to analyze the data were percentage, <br />mean, and standard deviation.</p> <p>The results showed that 1) The condition of learning management of active learning level was found to be at a low level. Problems in learning management of active learning were found to be at a high level. And the need to develop learning management active learning was found to be at a high level. There are four steps in the supervision process: Step 1) planning supervision, 2) knowledge before supervision, 3) supervision operations, and 4) evaluation of supervision. The quality was at the highest level. 3) Results of teacher potential development in active learning management with a blended supervision process, The teachers’ knowledge and understanding in active learning management after the workshop was higher than before 50.59 higher average percentage. The teachers' satisfaction with the workshop was high level. Teachers practiced Active Learning management after supervision higher than before supervision. The results of the teacher's active learning management, found that the students' learning achievement in the academic year 2020 increased from the academic year 2019 with an average of 8.65%. and <br />4) The school director and teachers’ satisfaction after use the integrated supervision process mixed at the highest level.</p> 2022-08-15T00:00:00+07:00 Copyright (c) 2022 Phayao University https://so03.tci-thaijo.org/index.php/Humanties-up/article/view/253879 Reflection of Marginality in The S.E.A. Write Awards Short Stories A.D. 2008-2017 2021-12-07T11:30:54+07:00 Kittisak Kaewta kittisak06092536@gmail.com Vajrindra Kaencandra vajrindra@hotmail.com <p>The article entitled “Reflection of Marginality in the S.E.A. Write Awards Short Stories A.D. 2008-2017” aimed to analyze the reflection of marginality in the S.E.A. Write Awards short stories A.D. 2008-2017. The data was 4 titles 45 short stories by using Critical Discourse Analysis : CDA by Norman Fairclough. The results revealed that there were <br />7 reflections of marginality in the S.E.A. Write Awards short stories A.D. 2008 -2017. These were found 1) Social status and behavior 2) Economy and career 3) Health and public health 4) Geography 5) Social and culture 6) Education and 7) Political.</p> 2022-08-15T00:00:00+07:00 Copyright (c) 2022 Phayao University https://so03.tci-thaijo.org/index.php/Humanties-up/article/view/241728 Traditional and new male from the male characters in “Bai In Na, a hidden village on the river bank” translated by HRH Princess Maha Chakri Sirindhorn 2021-08-03T11:13:18+07:00 Pichai Kaewbut shiyupsu16@gmail.com Noppawan Noppawan shi_yu16@hotmail.com Chawalin Pengbun shi_yu16@hotmail.com <p>The purposes of this research are to study traditional and new male from the male characters in “Bai In Na, a hidden village on the river bank and compare masculinity of male characters in literature. The results show that there are both of traditional male and new male, full and blended masculinity. The characteristics of male characters are more subordinate to the traditional male from the traditional Chinese society than the new male. It reflects physical strength, aggression, violence and not emotionally sensitive or self-revealing. The new male expresses the concept of economic achievement, intelligence, interpersonal skills and emotionally sensitive and self-expressive with woman. Masculinity is determined by the social change. Today masculinity is more distinct and diverse than before. Although traditional male still has power and influence clearly nowadays, new male has also been accepted and presented simultaneously.</p> 2022-08-15T00:00:00+07:00 Copyright (c) 2022 Phayao University https://so03.tci-thaijo.org/index.php/Humanties-up/article/view/256354 Discourse of Love from Coach Jibb Facebook Page 2022-02-02T10:01:22+07:00 Warangkana Supanchanaburee Lamjiak129@gmail.com Alisa Khumkhiam Lamjiak129@gmail.com <p>This research aims to study the strategies of Love Discourse from Coach Jibb Facebook Page, emphasizing text analysis using Fairclough is critical discourse analysis conceptual framework, which is the study of the relationship between language dimension and social dimension. The research data was gathered 213 message from January 2019 – December 2020.</p> <p>The results of the study consist of 1) Text five language usage, namely two types of references: citing reasons and citing overall people. Fundamental usage with two features: facts and comments. Five categories of modality usage including prohibited words, denial usage, using instructions, coercion lexical usage and belief lexical usage. Using rhetorical questions and characteristics of metaphor usage. All of these language usage strategies reflect how the author has the ability to suggest a variety of perspectives, resulting in having numerous admirers and followers. 2) Discursive Practices. And 3) Socio-cultural Practices.</p> 2022-08-15T00:00:00+07:00 Copyright (c) 2022 Phayao University https://so03.tci-thaijo.org/index.php/Humanties-up/article/view/255269 Food security in Ban Bong Ti Lang, Bong Ti Sub-district, Sai Yok District, Kanchanaburi Province 2021-11-18T15:46:53+07:00 Nobparat Chaichana chimmanee2531@gmail.com <p>This research is a spatial study. The objective of this study was to study food security in terms of food sufficiency in Ban Bong Ti Lang community, Bong Ti Sub-district, Sai Yok District, Kanchanaburi Province in the current context. Use a qualitative research methodology. applied research methods in anthropology field data collection A semi-structured, in-depth interview was used. The key informant groups were 10 Karen ethnic groups, 2 religious leaders, 2 community leaders, 4 community philosophers, total 18 people. The secondary informants were 4 youth representatives, 5 community farmers representatives, government officials. and 3 NGOs, a total of 12. Researchers analyzed content from the field. interview information and observation data and analyze the reliability of the results of each analysis step.</p> <p>The results showed that Ban Bong Ti Lang has a variety of local resources where more than 80% of the community members are Karen ethnic groups who have lived in the community for more than 100 years. The way of life of the members of the community is like an agricultural society, seeking out forest products, simple lifestyles. satisfied with what is available adhere to the rules of kinship relations The way of life <br />is still an agricultural society, seeking plants and vegetables from natural sources for consumption and using herbs to treat diseases. Relying on the local resource base by bringing in the wisdom passed down from the past to the present.</p> 2022-08-15T00:00:00+07:00 Copyright (c) 2022 Phayao University https://so03.tci-thaijo.org/index.php/Humanties-up/article/view/260377 Problem-Based learning and Team-Based Learning for 3rd year Medical Students in Faculty of Medicine, Naresuan University 2022-05-31T13:54:41+07:00 Unyaporn Rungrattanachai unyapornc@nu.ac.th Khotcharrat Khotcharrat rossukonsr@nu.ac.th Inthiporn Kositanurit inthipornk@nu.ac.th Krongkarn Chootip krongkarnc@nu.ac.th Varinthorn Boonying Varinthornb@nu.ac.th <p>This research aimed 1) to study the generality and requirement of active learning system for the 3<sup>rd</sup> year medical students especially in Problem-based learning and Team-based learning at Faculty of Medicine Naresuan University and 2) to propose development plan and idea for Problem-based learning and Team-based learning improvement. This qualitative research was conducted with focus group discussion by selective sampling of 19 medical students in the 3<sup>rd</sup> academic year. Then, the consistency of content was analyzed, and summary deductive reasoning were performed. The conceptual framework of active learning system was composed of 3 aspects of Input, Process and Output. Inputs were evaluated in learning objectives, learner’s character, instructor, and learning content. The process was measured in the instruction performing and skill development. The student’s satisfaction was the output measurement. The result of this research indicates that most of the students satisfied to the Problem-based learning and Team-based learning because of improvement in student’s learning potential and skill. To improve the Problem-based learning and Team-based learning classroom in preclinical years at Faculty of Medicine Naresuan University, the faculty should consider the student assertiveness, staff development, course syllabus, and curriculum.</p> 2022-08-15T00:00:00+07:00 Copyright (c) 2022 Phayao University https://so03.tci-thaijo.org/index.php/Humanties-up/article/view/247099 The Strategies of Using Languade in Pibulsak Lakonpon ’ s Poetry 2021-08-03T14:06:46+07:00 Chayanon Nuangvanna annal.vip.annal2018@gmail.com Paphitchaya Phromkantha pichaphol03@gmail.com Phatthanant Phapor nutchima-pon@outlook.co.th Pun Chomphuphra thaieducpru@gmail.com <p>The research “The Intuition with Stylistic Constructing in Pibulsak Lakonpon’s Poetry” with the objective to study the construction of the styles of words constructing, word usage and figure of speech from Pibulsak Lakonpon Intuition by studying from the poetry of Pibulsak Lakonpon, during the period 1978 to 2016, totaling 38 years, totaling 9 books</p> <p> The results found that the word construction, 2,868 compound words were the most created, 300 reduplication and 253 new created words in order. The words usage, 2192 foreign language words were the most used, 889 technical terms, 142 dialect and provincial words, 117 colloquial words, 67 noble words, 50 expressions, 35 slangs, 33 bad words, 24 caricatural speech words and 11 abbreviations in order. <br />Figure of speech, personification was the most used 605 times, metaphor 367 times, hyperbole 251 times, simile 246 times, symbol 164 times, oxymoron 107 times, rhetorical question 77 times, paradox 75 times, synecdoche 67 times, synesthesia 57 times, onomatopoeia 50 times, meiosis 35 times, metonymy 33 times, analogy 33 times and allusion 30 time in order. Figure of speech, personification was the most used 605 times, metaphor 367 times, hyperbole 251 times, simile 246 times, symbol 164 times, oxymoron 107 times, rhetorical question 77 times, paradox 75 times, synecdoche 67 times, synesthesia 57 times, onomatopoeia 50 times, meiosis 35 times, metonymy 33 times, analogy 33 times and allusion 30 time in order. </p> 2022-08-15T00:00:00+07:00 Copyright (c) 2022 Phayao University https://so03.tci-thaijo.org/index.php/Humanties-up/article/view/255487 Expression Freedom, Social Space and Self of Cosplayer 2021-11-19T12:10:05+07:00 Araya Bamrungsin arayab61@nu.ac.th Boonyanuch Mian-iam arayab61@nu.ac.th Phitsanu Aphisamacharnyothin arayab61@nu.ac.th <p>This research aims to 1) study self-construction of cosplayer, 2) study the social space of cosplayer, 3) study expression freedom of cosplayer, 4) study challenges, barriers, and responses of the cosplayer. The key informants were 9 cosplayers. The research instrument was a semi-structured interview. The results showed that cosplayers in Muang District, Phitsanulok Province had two types of self-construction included individual Self that was as same as most people in society, and the cosplay self. That had been construation through the costumes. Therefore, the expression freedom of a cosplayer in Muang District, Phitsanulok Province had limited. As a result, the cosplayers has to find new areas to express themselves which included both real space and online space. Besides, cosplayer's freedom of expression was greater than in the past, but, it still viewed by outsiders as strange and had depression within the cosplay society. The cosplayers costume still facing with various barriers and challenges. Most of challenges come from family members and often from friends or close people. Therefore, the cosplayer group had to deal with these barriers and challenges.</p> 2022-08-15T00:00:00+07:00 Copyright (c) 2022 Phayao University https://so03.tci-thaijo.org/index.php/Humanties-up/article/view/255660 Creative Research In Creating Matchanu Solo Dance 2021-10-08T15:48:41+07:00 Narapol Detpolkrang totokabungi@hotmail.com <p>The purposes of this research were 1) to study and analyze the principal dance of the monkey's role in Khon, as well as the fish dance, 2) to create the choreography of Chui Chai Macchanu dance. This research is a qualitative research conducted by studying related document and collecting field data by observation and interviews. The tool used for the data collection was interview forms, both structured and unstructured. The informants were Thai traditional artists in Office of Performing Arts, the Fine Arts Department. The purposive sampling method was used to limit the sample group to practitioners in the field. The analysis was done by applying movement analysis approach and aesthetics approach. Then the performance was presented.</p> <p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; The research revealed that, the dance choreography, Chui Chai Macchanu, applied the principal dance postures of the monkey's role in Khon. The description is as follows: 1) Three principal dance postures were used in the first half, which were Liam Ad standing posture, Krathueab Klab stomping posture, and Yong looking posture; 2) One principal dance posture was used in the second half, which was the threatening posture; 3) Two specific dance postures were used, which were waist scratching posture and chin scratching posture; 4) Three Kraw Nok (army marching) dance postures were used, which were the 4th, the 5th, and the 7th Kraw Nok dance posture; 5) The fish dance postures of Suvannamaccha. The researcher has created new dance postures from songs, written works, and lyric of Chui Chai Macchanu dance. Each dance posture was designed to be continuous and harmonious with the melody, using a total of 52 dance postures and 12-minute show time. The original costumes were retained according to the tradition of the Fine Arts Department. The monkey's costume consisted of ankle bracelets, a traditional balloon capris, a brocade skirt, waist dangling accessories, a rear waist dangling brocade, a shirt (embroidered with monkey's fur motive), a waist brocade cloth, a front waist dangling brocade, a belt, a collar accessory, a necklace, breast chains with diamond-shaped decorative plates, arm bracelets, ankle rings, beaded bracelets, golden armbands, fish tail, and a lotus-shaped weapon. The dance choreography, Chui Chai Macchanu, can be performed in every occasion.</p> 2022-08-08T00:00:00+07:00 Copyright (c) 2021 Phayao University https://so03.tci-thaijo.org/index.php/Humanties-up/article/view/241882 Implementing Triangulation Teaching Techniques to Enhance English Speaking Skills for Thai Undergraduate Students 2021-10-08T15:50:44+07:00 Khomkrit Tachom ktachom@gmail.com <p>This article reports the findings of implementing triangulation teaching techniques, consisting of collaborative learning, task-based language teaching, and learning motivation for Thai undergraduate students. The study aimed to investigate the effectiveness of Triangulation Teaching Techniques for improving English speaking skills for Thai undergraduate students enrolling in English for Business Communication and also a survey of students’ satisfaction towards Triangulation Teaching Techniques. A sample group for data collection was a class of 42 fourth-year undergraduate students enrolled during English for Business Communication, which has a different language proficiency. The instruments were pretest and posttest, speaking role-play tasks, students’ satisfaction questionnaire, students’ reflective journal, and student case study. Quantitative data were statistically analyzed by mean scores, standard deviation, and t-test. Meanwhile, content analysis was applied for qualitative one. The results indicated that the implementation of triangulation teaching techniques facilitated the enhancement of English speaking skills through speaking role-play tasks, which were meaningful and enhanced students' communicative competence and interaction. It can be concluded that triangulation teaching techniques are a good approach used in the promotion of English speaking skills.</p> 2022-06-08T00:00:00+07:00 Copyright (c) 2021 Phayao University https://so03.tci-thaijo.org/index.php/Humanties-up/article/view/252230 The Career Pathway and Factors Influencing Business Operation of Independent Music Teachers 2021-10-08T15:56:17+07:00 Treetip Boonyam treetip.b@gmail.com Taninrat Worrapolwirat jungkop18@gmail.com Pawat Ouppathumchua treetip.b@gmail.com <p>The study of the career pathway and factors influencing the business operation of independent music teachers aims to study career pathway and business operation factors of independent music teachers, and also factors that affect the decision of parents and students to receive independent music teacher’s service. The semi-structured interview was a research tool for collecting data from key informants, namely 4 independent music teachers, 8 parents, and 8 students who decided to receive the services of independent music teachers. Data were analyzed by content analysis. The research result found that the pathway and factors that affect career choosing consisted of internal factors including the need to be a music teacher, the passion and happiness of teaching, seeing the students' development, and the teacher's knowledge reviewed, and an external factor is income. Factors affecting the decision of parents and students to use independent music teachers’ services can be summarized as V (Value), R (Reputation), F (Flexibility), R (Result Oriented), E (Easiness), and E (Extra service). This result could directly benefit independent music teachers or those who wish to be and apply it for their future business operations.</p> 2022-08-08T00:00:00+07:00 Copyright (c) 2021 Phayao University https://so03.tci-thaijo.org/index.php/Humanties-up/article/view/241198 Economic Return from Related Tourism Business Surrounded Hot Springs Attraction in The Upper Northern Provincial Cluster, Thailand 2021-10-16T13:40:12+07:00 Ngamnid Saennampol ngamnid_sae@g.cmru.ac.th Warach Madhyamapurush warach.ma@up.ac.th Prakobsiri Pakdeepinit ngamnid_sae@g.cmru.ac.th Phatpitta Sreesoompong ngamnid_sae@g.cmru.ac.th <p>The objective of this paper was to study factors effecting the economic return of related tourism businesses surrounded hot springs attraction in the upper northern provincial cluster. Data was collected through in-depth interviews with 32 owners which opened the business at least 1 year, relevant managers or seniors’ staff with the requirement of at least 5 years business experiences. The researcher used the purposive sampling method to get the accurate information from the experiences key informants about related tourism businesses (any of spa, food and beverage, accommodation, community-based tourism and other business) close to Hot spring not more than 10 kilometers, had GPS and accepted to reveal the financial information of their own business. The interviews were recorded and the financial analysis of the net present value (NPV), the Internal Rate of Return (IRR), the benefit-cost ratio (B / C) and the payback period (PB) were scored and interpreted through content analysis. The best economic return business was the small cooperative spa, very small-sized private food and beverage and very small-sized private community-based tourism around Sankampang Hot spring; The cooperative group’s other business around Pong Duet Hot Spring; medium-sized accommodation around private Rungarun resort. In conclusion, most of the related tourism businesses causing the best economic return were either very small private businesses with <br />1- 5 employees around the co-managed Hot Spring or small cooperative businesses around governmental Hot Spring or medium-sized business around private Hot Spring.</p> 2022-08-08T00:00:00+07:00 Copyright (c) 2021 Phayao University https://so03.tci-thaijo.org/index.php/Humanties-up/article/view/255425 The Physical Distribution Strategy of Palm Sugar Products in Phetchaburi Province 2021-11-17T17:27:43+07:00 Taninrat Rattanapongpinyo taninrata@gmail.com <p>This research was a quantitative and qualitative form and purposed to study the physical distribution strategy of Palm Sugar Products in Phetchaburi Province. Data collecting were questionnaires from 350 samples of local Palm Sugar products entrepreneurs in selective areas by convenient sampling method together with interviewing 25 informant persons, including; local government officers, related people and representative of the community enterprise groups. Data was analysed and shown in the forms of mean, standard deviation, and percentage. And research hypothesis assumption was tested by ANOVA and Multiple regression analysis. Moreover, for qualitative research, the researcher used content analysis method from key informants’ data. </p> <p>Research finding showed that 1. The product distribution form that appropriate and consistent with the physical distribution strategy of Palm Sugar products was Selective Distribution. 2. In each form of product distribution, it had low cost of transportation owing to almost were direct sales and dispensed in short time. 3. The entrepreneur could not develop and apply the same product distribution way to another closed-up agricultural product. And 4. Cost of product distribution was not a vital problem for Palm Sugar products but a supply shortage was more serious one. By risk management in the Physical Distribution Strategy, <br />it supported to work improvement and made more efficacy in resource allocations. </p> 2022-08-08T00:00:00+07:00 Copyright (c) 2021 Phayao University https://so03.tci-thaijo.org/index.php/Humanties-up/article/view/252678 Influences of Social Media on Spoken and Written English 2021-11-03T16:24:56+07:00 Wongphitcha Tan 6131006232@lamduan.mfu.ac.th Assoc. Prof. Dr.Sorabud Rungrojsuwan sorabud.run@mfu.ac.th <p>The goal of this article is to present the influences of social media on spoken and written English. This article began with the definition of the key term of this article, which is ‘social media’. Although social media is widely used, its definition is not clearly known to most people. Most people would only know of the applications found on social media. The definitions of social media vary; however, there are only slight differences among these definitions. In addition to the definition, this article will also bring forth the characteristics seen in the language usage of social media. This explores mainly the morphological and phonological characteristics of the use of English language on social media platforms. In terms of morphology, written forms are seen as deviating from the conventional grammatical rules. The increase in the usage of slangs and abbreviations play a huge role in this deviation. Phonologically, cases of removing a consonant or vowel are seen among social media users. On top of this, the positive and negative effects of social media on spoken and written English will be discussed together with a few other significant issues.</p> 2022-08-15T00:00:00+07:00 Copyright (c) 2022 Phayao University https://so03.tci-thaijo.org/index.php/Humanties-up/article/view/254210 Thainess and the role of cultural capital and social capital in Thai tourism 2021-11-09T13:46:58+07:00 Patcharaporn Kachin patcharaporn.k@pkru.ac.th <p>This article aims to present “Thainess” presented by the Tourism Authority of Thailand to promote tourism as a cultural capital through products and services with social capital to support. It is an academic article that aims to study both primary and secondary information with studying the origin and meaning of Thainess, analysis of tourism promotion policies and analyze the relationship between cultural capital and social capital to create “Thainess” has become a product to promote Thai tourism.</p> <p>The results showed that The Tourism Authority of Thailand has tried to bring some elements of the cultural capital that exist in society to create. "Thainess" through the process of upholding the original value with the charm and uniqueness of Things are interpreted and designed in accordance with the behavior and needs of consumers until becoming a new value that is ready for tourists to choose to consume through historical aspects, beliefs lifestyle or science until they became "Representing Thainess" that is valuable and should be experienced for yourself The social capital serves to promote cultural capital to stand out and is known more widely. But if social capital does not interact as one. The achievements of tourism activities such as happiness or money may not be as desired. Therefore, if Thailand still relies on tourism income based on the meaning of Thainess Those involved need to pay attention. both the utilization of cultural capital appropriately and promote the network relationship of social capital to support each other until they can develop into a sustainable tourism based on the idea that the feeling that arises after traveling is not only pleasure <br />or relaxation. But also has a meaning and has a valuable effect that is related to the feelings of Thai people.</p> 2022-08-08T00:00:00+07:00 Copyright (c) 2022 Phayao University