การพัฒนาหลักสูตรต้นแบบด้วยปัญญาประดิษฐ์เพื่อยกระดับสมรรถนะนวัตกรรมบริการของนิสิตระดับอุดมศึกษา

Kanokwan KANNIKAR; Danupon SANGNAK

doi:10.14456/tisr.2026.13

Authors

Kanokwan KANNIKAR Kasetsart University Kamphaeng Saen Campus, Thailand
Danupon SANGNAK Kasetsart University Kamphaeng Saen Campus, Thailand

DOI:

https://doi.org/10.14456/tisr.2026.13

Keywords:

Prototype Curriculum, Service Innovation Competencies, Artificial Intelligence Literacy, Mixed-Methods Research, Future-Ready Graduates

Abstract

This study employed an explanatory sequential mixed-methods design to develop a prototype curriculum aimed at enhancing service innovation competencies through Artificial Intelligence for undergraduate students at Kasetsart University in Thailand. During the quantitative phase, data were rigorously collected from 384 students using a highly reliable validated questionnaire. Confirmatory Factor Analysis demonstrated a robust model fit, and Structural Equation Modeling revealed that AI literacy exerted the strongest positive influence on service innovation competencies. Subsequently, the qualitative phase involved in-depth interviews with fifteen key stakeholders, which were evaluated through thematic content analysis. By triangulating these comprehensive findings, a prototype curriculum was successfully structured into four core modules: fundamental AI applications, creative service design, digital data analytics, and experiential project-based learning. Ultimately, this research provides an empirically validated educational model effectively integrating technological proficiency with human-centric innovation. This innovative curriculum strategically prepares future-ready graduates to meet highly dynamic labor market demands and substantially supports Thailand's growing and sustainable service industry.

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