Journal of Management Science Nakhon Pathom Rajabhat University

Policy network and Thai-Laos border trade

Worrawoot Jumlongnark — Thu, 09 Jan 2025 00:00:00 +0700

This review article aimed to study the border trade policy network between Thailand and Laos using qualitative research and a narrative literature review, with the policy network concept serving as the analytical framework. The study found that key players in the border trade policy network include major traders, small traders, customs officers, other government officials, and buyers. Those with a minor role are laborers transporting goods along the Mekong River, freight boat operators, and community leaders. Additionally, leaders of local administrative organizations play a minor role. The study recommends that the Thai government take a more active role in promoting Thai-Laos border trade, particularly by developing infrastructure. It also suggests improving the work systems of customs officers and other officials to facilitate trade between the two countries.

Article history: Received 18 October 2023

Revised 14 September 2024

Accepted 17 September 2024

SIMILARITY INDEX = 0.63 %

Developing financial skills and digital financial literacy to drive investment in the Stock Exchange of Thailand

Supaporn Phengpis, Natdanai Aleenajitpong — Tue, 31 Dec 2024 00:00:00 +0700

The development of financial technology and financial literacy is a substantial study for personal life and cooperation. This facilitates financial transactions to be more convenient. By a change of financial transactions, it is necessary to enhance potentiality of financial skills and literacy. So that they can be applied through financial services to serve every target segment. The improvement of competencies in financial management, financial skills and digital financial literacy should be systematically and well connected. The development of financial services and understanding of digital financial products could be integrated with technology to deal with any changes. Research on developing financial skills in digital era and a use of financial technology could enhance a superior investment performance through digital financial platforms and applications. Online financial services on data analysis for investment decisions and the guidelines of the development of financial skills implemented through seminar, training, a use of digital financial tools help escalate investors’ knowledge and skills. The development of online platforms and training facilitates investor’s accessibility to data. Creating learning media helps support efficient learning. Financial consulting services and the use of technology and digital financial applications could achieve more convenient and secure investments. Correct and up-to-date information of capital market is connected to a networking of learning and sharing experiences among investors. These are important factors for investors to make an efficient investment decision. The development of financial skills and digital financial literacy in propelling investment could create trust and an opportunity to successfully invest in the stock exchange of Thailand.

Article history: Received 28 March 2024

Revised 14 September 2024

Accepted 18 September 2024

SIMILARITY INDEX = 3.84 %

The quality of service influences Rajabhat Kanchanaburi University students' decision to utilize food delivery applications

Kanmanee Ungprasopsook, Thansuda Chuthong, Runchida Daoruang — Tue, 31 Dec 2024 00:00:00 +0700

This research aims to study and influence service quality factors that affect the decision to utilize food delivery applications of Rajabhat Kanchanaburi University students. This is quantitative research that collects data by using a questionnaire. A sample of 352 students from Kanchanaburi Rajabhat University out of a total population of 3,852 students. The data were analyzed using descriptive statistics and multiple regression analysis to test the hypothesis with a statistical program.

The test hypothesis found that the quality of service can explain 63.80% of the variance in the Rajabhat Kanchanaburi University students' decision to utilize food delivery applications, which is statistically significant, but only responsiveness and tangibility factors influence the decision to utilize food delivery applications. The coefficients of the variables are as follows: Reliability -0.025, Responsiveness 0.425, Empathy 0.059, Assurance 0.064, and Tangibles 0.341. The multiple regression equation can be written as follows:

y ̂=0.543+ 0.425X₂+0.341X₅

Article history: Received 12 February 2024

Revised 25 September 2024

Accepted 28 September 2024

SIMILARITY INDEX = 1.22 %

Cause and Effect Relationship to Antecedent of Police Administration of Metropolitan Police Patrol

Pitsarn Phanwattana — Tue, 31 Dec 2024 00:00:00 +0700

The purposes of this research were to study 1) generality of man, money, material, management and police administration. 2) The influence of man, money, material and management influences with police administration. This study was conducted by applying Quantitative method, questionnaire used to collect data from 310 of metropolitan police patrol. The data was analyzed using descriptive statistics and path analysis. The results indicated to answer research objective that 1) Most of metropolitan police patrol believed that money had the most important aspect of police administration. 2) Money had the most direct influence with police administration and man had the most indirect and total influence or cause and effect relationship with police administration.

Article history: Received 25 February 2024
Revised 29 September 2024
Accepted 2 October 2024
SIMILARITY INDEX = 3.36 %

Exploring AI Applications in Esports Management: Opportunities for Thailand

Assanee Piancharoenwong, Sompon Sukcharoenpong — Tue, 31 Dec 2024 00:00:00 +0700

The esports industry has experienced exponential growth, evolving into a global phenomenon with substantial economic and cultural significance. In Thailand, the esports ecosystem has expanded rapidly, driven by government support, strategic investments, and partnerships with major corporations. These factors have positioned the country as a prominent player in Southeast Asia's esports landscape, demonstrating its capacity for innovation and competitive development.
Artificial intelligence (AI) is revolutionizing esports management by optimizing player performance, streamlining tournament operations, and enhancing audience engagement. In Thailand, AI adoption is gradually transforming how organizations analyze gameplay, develop strategies, and provide immersive experiences for fans. Nevertheless, the industry faces significant challenges, including data privacy concerns, digital infrastructure disparities, and skill gaps, which must be addressed to ensure the ethical and equitable integration of AI technologies.
This article examines the applications, challenges, and opportunities of AI in esports management, emphasizing Thailand's unique context. It highlights the importance of leveraging government initiatives, expanding educational programs, and developing esports innovation hubs to foster sustainable growth. While global leadership in AI-driven esports remains an ambitious goal, these efforts can significantly strengthen Thailand’s position in the regional and global esports ecosystem.

Article history: Received 25 June 2024
Revised 25 November 2024
Accepted 27 November 2024
SIMILARITY INDEX = 0.00

The Development of Cultural, Traditional, and Historical Tourism Destinations, as Well as Natural Tourist Attractions Case study: Sung Noen District, Nakhon Ratchasima Province

Paphatsorn Woraphatthirakul — Tue, 31 Dec 2024 00:00:00 +0700

Research on the development of cultural, traditional, and historical tourism destinations, as well as natural tourist attractions Case study: Sung Noen District, Nakhon Ratchasima Province, has the following objectives: 1) to study the current situation in Sung Noen District, Nakhon Ratchasima Province, regarding cultural, traditional, and historical tourism destinations, as well as natural tourist attractions that are to be developed and promoted; 2) to examine local development efforts aimed at establishing cultural, traditional, and historical tourism destinations, along with natural tourist attractions in Sung Noen District, Nakhon Ratchasima Province; and 3) to identify the problems, obstacles, and potential solutions. The research used qualitative methods, with data collected through in-depth interviews with 15 government agencies, 5 private sector organizations, and focus groups consisting of 12 community leaders.
The research found that:
1. The current situation in Sung Noen District, Nakhon Ratchasima Province, includes rich and interesting cultural, traditional, historical, and natural resources. In terms of ancient history, local culture, and traditions, these are well preserved. The natural resources, including waterfalls and extensive forests, remain intact, in part due to the presence of forest temples in the area, which contribute to the preservation of these resources.
2. The local community continues to preserve and promote these cultural and natural resources. In terms of development, efforts have been made to identify key tourist attractions in tangible forms while also fostering pride and a sense of shared ownership among residents. Initiatives to instill love and pride in local wisdom and cultural heritage are ongoing. Additionally, the community provides essential tourism services, including food, accommodation, safety measures, and access to tourism activities. There are also opportunities for community participation in tourism management, along with support for promoting knowledge to help residents understand the significance of local tourist attractions.
3. As for the development problem, it was found that most activities are carried out by the elderly, who work together within the community. However, there is a lack of involvement from younger members of the community. Additionally, an obstacle is that local agencies play a limited role in the care and development of certain sites, as some ancient landmarks, such as Wat Thammachakra Sema Ram, are already under the care of the Fine Arts Department. This results in limited community participation and cooperation in development efforts. Development guidelines A forum should be organized to present the drive towards creating a network of cooperation among various communities, groups of people, citizens, academics, and local philosophers. Local politicians and others to work together to solve problems in the area along with driving Developing the local area to be a cultural, traditional, historical and natural tourist destination in Sung Noen District, Nakhon Ratchasima Province. continue to be sustainable.

Article history: Received 10 August 2024
Revised 8 October 2024
Accepted 11 October 2024
SIMILARITY INDEX = 13.91

Strategic Human Capital Management for Efficiency of Organization in the Esports Industry

Tue, 31 Dec 2024 00:00:00 +0700

This study investigates to 1) the influence of strategic human capital management on organizational efficiency in the esports industry and 2) the impact of work commitment and organizational efficiency on the overall performance within this context. The sample group consisted of 273 entrepreneurs and senior executives, selected through purposive sampling. Structural equation modeling (SEM) was used for statistical analysis.
The findings underscore the critical role of strategic human capital management in fostering sustainable competitive advantages within the esports industry. Organizations that prioritized personnel development demonstrated significantly enhanced performance metrics. Comprehensive personnel development significantly enhances employee performance and morale, emphasizing the importance of supportive work environments in driving organizational productivity. Strategic human capital management emerged as a key driver of organizational efficiency and sustainable outcomes in the esports industry, reinforcing the notion that effective human capital management and strategies contribute significantly to an organization's long-term success.

Article history: Received 20 August 2024
Revised 13 October 2024
Accepted 15 October 2024
SIMILARITY INDEX = 0.00 %

Customer Journey Model of herbal inhaler of Generation Y

Warinthip Kumlangphaet, Bamroung Tangsanga, Panatpong Aiemsa-ard — Tue, 31 Dec 2024 00:00:00 +0700

This research aims to study and create a model of the consumer journey in purchasing herbal inhalers for Generation Y consumers. It is a quantitative research by using a questionnaire. Statistics used in the research include Spearman Correlation.

The research results found that the main path in the consumer journey model for purchasing herbal inhalers for Generation Y consumers has five steps: Awareness step; Consideration step, Purchase step , Retention step and Advocacy step.The step that Generation Y consumers focus about most is the step of Retention. Awareness step , Purchase step and Advocacy step that Generation Y consumers focus about importance on The step that Generation Y consumers give moderate importance to is the consideration step.

Article history: Received 24 August 2024

Revised 15 October 2024

Accepted 18 October 2024

SIMILARITY INDEX = 6.58 %

Factors affecting the buying decision of agricultural products

Priyakorn Banchuen, Jetchan Atthaisong — Tue, 31 Dec 2024 00:00:00 +0700

The objectives of this research were 1) To analyze the relationship of demographic factors and customers’ buying decision of agricultural products 2) To analyze the affects of services marketing mix on buying decision of agricultural products. The populations was the 1,334 customers. The samples used in this study was a group of 307 customers of Khao Khitchakut Agricultural Cooperative Limited. Selected by purposive sampling selection. Statistics used for data analysis were frequency, percentage, mean, standard deviation, Pearson Chi-Square, and multiple regression analysis.
The result showed that
1) The demographic factors (age and status) were correlated with consumer behavior (in terms of annual purchase expenditure) with statistical significance at the 0.05 level.
2) Services marketing mix (price, place, promotion, people, and processes) had a positive affecting on customers’ buying decision with statistical significance at the 0.05 level. While product and physical evidence showed no interaction between them.

Article history: Received 15 April 2024
Revised 30 October 2024
Accepted 1 November 2024
SIMILARITY INDEX = 3.84%

Service Quality and Brand Image Impacting Consumer Behavior and the Decision-Making Process in Buying Gold in the Bangkok Metropolitan Region

Surasaek Phonghanyudh, Varintorn Kungvantip — Tue, 31 Dec 2024 00:00:00 +0700

This research investigates the effects of service quality and brand image on consumer behavior and decision-making processes related to gold purchases in the Bangkok Metropolitan Region. The study sets out to: 1) analyze the decision-making processes of gold purchasers in the region based on individual demographic factors; and 2) assess how service quality and brand image influence these consumer behaviors and decisions.
The population for this study comprises individuals who have purchased gold in the Bangkok Metropolitan Region. The precise number of consumers involved is unknown. Data were collected through convenience sampling from customers at regional gold retailers, enhanced by online surveys, totaling 400 respondents. The primary instrument was a questionnaire validated for content and reliability. Statistical analysis utilized methods including frequency, percentage, mean, standard deviation, t-tests, chi-square tests, one-way analysis of variance, and multiple regression analysis employing the ENTER method.
Findings indicate significant variations in the decision-making processes among consumers, influenced by factors such as gender and marital status. Service quality and brand image emerged as substantial determinants of consumer behavior and decision-making. Specifically, service quality impacts were quantified with coefficients for reliability (b=0.33), assurance (b=0.28), tangibility (b=0.21), empathy (b=0.13), and responsiveness (b=0.12). In terms of brand image, the significant elements ranked by impact include brand attributes (b=0.32), attitudes toward the brand (b=0.28), and perceived product benefits (b=0.10).
The predictive power of the developed model stands at 72.00%. Multicollinearity tests, yielding Tolerance values close to 1 and VIF values not exceeding 10, confirm the robustness of the analysis. The resulting regression equation is as follows:
Y_tot = 0.77+0.21X₁**+0.33X₂**+0.12X₃*+0.13X₄*+0.28X₅**+0.32X₆**+0.10X₇*+0.28X₈**

Article history: Received 25 April 2024
Revised 12 October 2024
Accepted 15 October 2024
SIMILARITY INDEX = 10.86%

Personnel management in the digital era 5.0 to increase work capability in the organization

Thanakrit Thonthong, Tosaporn Mahanud — Tue, 31 Dec 2024 00:00:00 +0700

Academic articles The author intends to write this story in order to present personnel management in an era of change with technological systems helping to manage personnel in organizations. Personnel management is a series of processes. From setting personnel management policies, planning manpower, recruiting and selecting, maintaining personnel, developing personnel Always up-to-date, controlling, evaluating performance. by personnel management in the digital age Stepping into the digital platform era, using the word partner instead of employee Organizations that have changed in the determination of digital work performance by humans into the world of modern human resource management technology. The trend of change caused by digital technology in the 5.0 era, which is the era of the intelligent society where the cyber world and the world of Reality seamlessly integrates information, networks, and scientific logic with social science. Because the system works using traditional skills That may not be desired anymore. Application of technology in personnel management Multicultural working skills, empathy for each other Creating work experiences that are in line with your lifestyle and flexible working according to the individual for the benefit of work efficiency and long-term benefits to the organization

Article history: Received 14 February 2024
Revised 1 November 2024
Accepted 4 November 2024
SIMILARITY INDEX = 14.05 %

Culture and Organizational Effectiveness That Organizational Citizenship Behavior of Public Universities Staff in Bangkok

Varinthorn Tarasansombut, Chawewan Puranitee — Tue, 31 Dec 2024 00:00:00 +0700

This research aims to: 1. Compare the characteristics of organizational citizenship behavior among employees of public universities in Bangkok, categorized by personal factors; and 2. Study the organizational culture and effectiveness that influence organizational citizenship behavior among employees of public universities in Bangkok. The researcher collected data from 16,577 employees of public universities in Bangkok, determined a sample size of 400 people, and used quota sampling methods. The statistics used for data analysis included frequency, percentage, mean, standard deviation, t-test analysis, one-way ANOVA, and multiple regression analysis. The research findings revealed that:
1. Organizational citizenship behavior among employees of public universities in Bangkok varies when classified by age, marital status, income, education level, and position.
2. The organizational culture that affects organizational citizenship behavior among employees of public universities in Bangkok includes adaptability culture, mission-focused culture, and structure and rule-oriented culture. The equation has a predictive power of 51.20%, and the equation can be formulated as follows:
Y_tot= 2.88+0.30 X₁**+0.10X₂*+0.09X₃+0.11X₄**
3. The organizational effectiveness that influences organizational citizenship behavior among employees of public universities in Bangkok includes the quality of work and overall performance. The equation has a predictive power of 48.60%, and the equation can be formulated as follows:
Y_tot = 3.11+0.05X₅+0.10X₆*+0.07X₇+0.03X₈+0.03X₉+0.07X₁₀+0.06X₁₁+0.17X₁₂**

Article history: Received 4 October 2024
Revised 18 November 2024
Accepted 20 November 2024
SIMILARITY INDEX = 13.70 %

Expectations of the People of Phuket Province Regarding Economic Stimulus PoliciesGovernment Digital Wallet Project

Jaruwat Tingga — Tue, 31 Dec 2024 00:00:00 +0700

This research aimed to 1) study the expectations of the people of Phuket Regarding Economic Stimulus Policies Government Digital Wallet Project 2) Compare of the people of Phuket Regarding Economic Stimulus Policies Government Digital Wallet Project, classified by personal factors. The research design was quantitative. The population in the study consisted of 423,599 people living in Phuket Province, with a sample of 400 people. The sample size was determined by opening Taro Yamane's ready-made table and random sampling was used. The research instrument was a questionnaire. The statistics used for data analysis included frequency, percentage, mean, standard deviation, F value, and t-value.
The research results found that
1) The expectations of the people of Phuket Province towards the government's economic stimulus policy of the Digital Wallet project were at a moderate level overall. When considering each aspect, it was found that the people’s highest expectations were for relief from the cost of living, at a high level, while their lowest expectations were for the transparency of the project, at a moderate level.
2) In comparing the expectations of the people of Phuket Province towards the government's economic stimulus policy of the Digital Wallet project, classified by personal factors, it was found that people of different genders, ages, education levels, occupations, and average monthly incomes had no significant differences in their expectations of the government's economic stimulus policy of the Digital Wallet project.

Article history: Received 22 July 2024
Revised 5 November 2024
Accepted 8 November 2024
SIMILARITY INDEX = 14.05 %

Motivation that affects the performance of production staff A bakery company in Samutsakhon province

Natthawut Silarak, Saowapha Muangkaen — Tue, 31 Dec 2024 00:00:00 +0700

The objectives of this study were 1) to study the motivation of the production staff of a bakery company in Samut Sakhon Province, 2) to study the performance of the production staff of a bakery company in Samut Sakhon Province, and 3) to study the motivation that affects the performance of the production staff of a bakery company in Samut Sakhon Province. The population were a total of 250 production employees. Tools used as questionnaires The statistics used in the data analysis were frequency, percentage, mean, standard deviation, and multiple regression analysis.
The results of the study showed that: 1) Motivation for the performance of production employees of a bakery company in Samut Sakhon Province. The aspect with the highest average is the motivational factor is responsibility and the supporting factor is the relationship with superiors. 2) Performance of production staff of a bakery company in Samut Sakhon Province The highest average is duration, and 3) the motivational factor that affects the performance of the production staff of a bakery company in Samut Sakhon Province is the success of the individual's work. Nature of the work performed Working conditions and job security This affects the operational efficiency of the production staff of a bakery company in Samut Sakhon Province. statistically significant at the level of 0.05.

Article history: Received 20 May 2024
Revised 2 November 2024
Accepted 6 November 2024
SIMILARITY INDEX = 15.27 %

The Social Construction of Meaning, Sources of Meaning, and Destination Brand Awareness in Thai Budget Tourism: Research for Developing a Constructivist Grounded Theory

Ratchamongkhon Thonglor, Phitak Siriwong, Rachanon Taweephol — Tue, 31 Dec 2024 00:00:00 +0700

This qualitative inquiry, grounded in the Constructivist Grounded Theory Methodology, seeks to fulfill three primary research objectives: (1) To rigorously explore and elucidate the meaning and genesis of the concept of economical travelers within the socio-cultural framework of Thai society; (2) To critically examine the travel patterns, processes, and brand equity awareness among economical travelers in the Thai context; and (3) To construct a substantive grounded theory that explicates the conceptualization and value creation process of Economical Tourist Destination Equity (ETDE) as perceived by economical travelers within the context of Thai tourism destinations. Data collection will be conducted through in-depth, semi-structured interviews with Thai nationals who possess substantial experience in domestic travel. Employing a purposive sampling strategy, this study will ensure the selection of a diverse and representative cohort of 40 key informants, each contributing distinct insights into the phenomenon under investigation.

Data were collected through in-depth interviews with 40 purposively selected Thai travelers who had experience with budget travel within Thailand. The findings reveal multifaceted dimensions of Thai budget travelers' behavior, highlighting five key aspects of budget travel meaning: (1) efficient budget management, (2) pursuit of transformative experiences, (3) immersion in cultural and historical values, (4) creation and dissemination of digital travel content, and (5) integration of travel with creative work.

The study identifies a three-stage travel process: proactive planning and preparation, engagement in travel experiences, and critical reflection. Throughout these stages, travelers prioritize four value dimensions: functional, social, self-transformative, and emotional. Furthermore, the research uncovers five components of Economical Tourist Destination Equity (ETDE): credibility, attractiveness, value, awareness, and loyalty. Digital technologies and social media play a crucial role in linking these components throughout the travel process.

This research contributes to the development of a grounded theory on meaning-making and value perception processes of budget travelers in the Thai context. The findings have significant implications for both academic discourse and practical applications in the tourism industry, particularly in developing marketing strategies and destination management approaches that align with the needs of budget travelers.

Article history: Received 6 September 2024

Revised 6 November 2024

Accepted 8 November 2024

SIMILARITY INDEX = 0.52 %

Work Motivation Affecting Job Embeddedness of Accountants in Small and Medium Enterprises in Bangkok Area

Wisuta Yana, Teerapong Pinjisakikool — Tue, 31 Dec 2024 00:00:00 +0700

The research aims to: 1) compare job embeddedness differences among accountants working in small and medium-sized enterprises (SMEs) in Bangkok classified by personal factors, and 2) to study work motivation factors affecting job embeddedness of accountants in SMEs in Bangkok. The sample group consisted of accountants working in SMEs in Bangkok, selected through convenience sampling, totaling 398individuals, completing questionnaires. Statistics used included percentage, mean, standard deviation, t-test, one-way ANOVA, and multiple regression analysis.

The results of the research revealed that

1) Comparison of job embeddedness among accountants in Bangkok's SMEs showed significant differences at 0.05 level when classified by personal factors including age, education level, marital status, and monthly income.

2) Two aspects of work motivation - benefits and compensation, and job security - had significant effects at 0.05 level on job embeddedness among accountants working in Bangkok's SMEs.

Article history: Received 14 June 2024

Revised 16 November 2024

Accepted 18 November 2024

SIMILARITY INDEX = 11.19 %

The Second-Order Confirmatory Analysis of Modern Marketing Mix for Small and Medium-Sized Enterprises

Supamas Sanitprachakorn — Tue, 31 Dec 2024 00:00:00 +0700

This research aims to analyze the modern marketing mix for small and medium-sized enterprises (SMEs) using second-order confirmatory factor analysis. Data were collected from a sample group of 850 customers, medium and small-sized enterprises, across Thailand through online questionnaires.

The findings revealed the following:

1. First-Order Confirmatory Factors of the modern marketing mix for SMEs consist of: creating positive experiences (Experience), providing value for customers to justify spending (Exchange), ensuring easy accessibility through online platforms (Everywhere), and building loyal customers (Evangelism), in that order.

2. Second-Order Confirmatory Factors, based on the highest factor loadings of each component, are: Creating positive experiences: Consistent communication through social media (LY15 = 0.61). Providing value for customers to justify spending: Developing customer profiles by segmenting customers into smaller groups for a more precise understanding of their needs (LY22 = 0.63). Ensuring easy accessibility through online platforms: Effectively using social media by selecting appropriate channels, creating engaging content, and interacting with customers (LY32 = 0.55). Building loyal customers: Establishing business partnerships through collaborations with influencers and e-commerce platforms (LY45 = 0.52), respectively.

Article history: Received 5 July 2024

Revised 1 October 2024

Accepted 4 October 2024

SIMILARITY INDEX = 10.11%

Success Management of Driving Schools under the Supervision of the Department of Land Transport of the Upper Northeastern Provinces

Mutjarin Thatsadonkunlaphat, Satit Niyomyah — Tue, 31 Dec 2024 00:00:00 +0700

The research aimed to: 1) Study the management of driving schools under the supervision of the Department of Land Transport in the upper northeastern provinces group, 2) Find a guideline for the management of driving schools under the supervision of the Department of Land Transport in the upper northeastern provinces group to achieve success. This was a qualitative research study that used an interview form as a tool for data collection, gathering in-depth data from 22 key informants.

The research results found that 1) The management of driving schools under the supervision of the Department of Land Transport in the upper northeastern provinces group had a plan that was consistent with the problems and missions of the school, with personnel participating in the planning. The organization had a clear division of work, based on the expertise of the personnel. The implementation of the work allowed for effective collaboration among personnel, enabling them to work well together and follow orders. Work control involved analyzing causes and developing approaches or methods to solve any problems that arose. 2) Guideline for the management of driving schools under the supervision of the Department of Land Transport in the upper northeastern provinces group to achieve success suggested that the organizational structure should be improved and developed to enhance management efficiency. There should be regular brainstorming among personnel, as well as periodic monitoring and evaluation of the plan, to use the results for improving the work process and planning.

Article history: Received 20 September 2024

Revised 18 November 2024

Accepted 21 November 2024

SIMILARITY INDEX = 15.50 %

Study of cultural tourism potential of temples in Nong Tak Ya Subdistrict, Tha Muang District, Kanchanaburi Province

Tue, 31 Dec 2024 00:00:00 +0700

This research article studies the cultural tourism potential of temples in Nong Tak Ya Subdistrict, Tha Muang District, Kanchanaburi Province. The objective is to 1) study the tourism potential of temples according to the criteria for considering the potential of tourist attractions and 2) study tourists' opinions on the cultural tourism potential of temples in Nong Tak Ya Subdistrict, Tha Muang District, Kanchanaburi Province, according to the components of cultural tourism. This research used a mixed-methods approach: The qualitative methods, interviews were conducted with local stakeholders, 3 peoples per temple including: the abbot or monk, community leaders, and people around the temple. The structured interviews were conducted and data were analyzed using content analysis, and the quantitative method uses a questionnaire, with a reliability of .873, data were collected from 384 tourists visiting temples in Nong Tak Ya Subdistrict, Tha Muang District, Kanchanaburi Province, by accidental sampling. Data were analyzed by frequency, percentage, mean and standard deviation.
The results were as follows:
1. Analysis of tourism potential of temples in Nong Tak Ya Subdistrict, Tha Muang District, Kanchanaburi Province according to the criteria for considering the potential of 5 tourist attractions or 5As from 13 temples, it was found that only 4 temples have the potential according to the criteria. Including Wat Nong Song Hong Phasukaram, a temple that is ready to accommodate tourists and has tourism potential in terms of attractions, tourist activities, accessibility, various facilities, and accommodation. Bhavanabaram Meditation Center has potential to be developed into a tourist attraction. There is architecture of beliefs that is a tourist attraction. There are various facilities such as buildings, restrooms, and tourist activities such as visiting, taking pictures, and admiring the beauty of the architecture. Wat Nong Tak Ya Aphaiyasad, a temple that is ready in every aspect, whether it is tourist activities for tourists, convenience in traveling, facilities, and souvenirs such as steamed dumplings that can be made into regular products of the tourist attraction, and Wat Nong Takrong has a tourist attraction, which is a white church that tourists passing by must get off to take pictures. There are facilities such as bathrooms and sufficient parking spaces, but there are no other activities to support tourists besides the activities of buddhist adornment.
2. Tourist opinions on the cultural tourism potential of temples in Nong Tak Ya Subdistrict, Tha Muang District, Kanchanaburi Province from the components of cultural tourism was found at a high level overall, when considering each aspect was found that tourism, tourism business, and community participation had the highest opinions, as for tourist awareness, environmental awareness, and marketing, opinions were at a high level.

Article history: Received 26 September 2024
Revised 16 December 2024
Accepted 17 December 2024
SIMILARITY INDEX = 14.09 %

Improving the Efficiency and Effectiveness of the Media Literacy instructional media: Case study Faculty of Management Science Nakhon Pathom Rajabhat

Marisa Sujittavanich, Wallapa Wichayawong — Tue, 31 Dec 2024 00:00:00 +0700

The objectives of this research are: 1. Study the efficiency level of media literacy teaching media 2. Study recommendations for the development of media literacy teaching kits. The population of the research was 104 students in the field of Communication Arts and International Business, second semester of the academic year 2023. This research was a quantitative research. The tools used were tests. The statistics used for data analysis were percentage, mean, and standard deviation. Data from open-ended questions were analyzed using content analysis.
The research results found that 1) The efficiency level of media literacy teaching media was at a high level overall. When considering each aspect, all aspects were equally at a high level of efficiency, such as media value/quality assessment (X=4.20), media access skills (X=4.16), media impact understanding (X=4.16), media utilization (X=4.16), media analysis (X=4.04), and media content interpretation (X=3.79). 2) Recommendations for the development of media literacy teaching kits were as follows: 1.Images should be used. and use a clearer voice 2. The media should be presented in more detail 3. Good media should be introduced 4. Media should be categorized 5. Media should be presented for a longer period of time and 6. There should be more channels for teaching different languages.

Article history: Received 25 May 2024
Revised 17 December 2024
Accepted 19 December 2024
SIMILARITY INDEX = 12.65 %

Guidelines cooperative education practices for successfully in cooperative education practice of 4th year students in the Digital Communication program, Faculty of Information and Communication Maejo University

Watanapong Maifaey, Somkiat Chaipiboon — Tue, 31 Dec 2024 00:00:00 +0700

This research aimed to 1) study the level of opinions on the implementation of cooperative education and the success of cooperative education practice, 2) study for the success of the implementation of cooperative education. Data were collected using a questionnaire with 118 samples and qualitative research using a focus group discussion with 16 representatives.
The results of this study found that the general information of the sample group indicated that 72 people were male (61.00%) and 46 people were female (39.00%). The average age was 22 years old. The average cumulative score was 2.93. The researcher summarized the results of the research according to the research objectives as follows: (1) the practice of cooperative education at a high level with an average of 4.02 and the success in practicing cooperative education with a high level with an average of 3.77 (2) guidelines for practicing cooperative education that affect success in perform cooperative education as follows: 1) Preparation for cooperative education namely there should be a survey of the need to increase skills and knowledge, organizing preparation training activities for cooperative education practice, and advisors should publicize and advise about cooperative practice agencies that are suitable for students. Including inviting alumni to share their experience in cooperative education. 2) Process during cooperative education practice. Students must have intention and a good attitude toward cooperative education practice. Cooperative education advisor has the duty to supervise, monitoring, and support the students to solve their problem during cooperative education practice until their practice is completed. 3) The process after completion of cooperative education practice, students report back to their educational institutions and submit reports together with the evaluation forms. Including presenting the results of cooperative education practices for evaluating and completion of their academic results in cooperative education subjects according to the cooperative education plan.

Article history: Received 25 July 2024
Revised 17 December 2024
Accepted 19 December 2024
SIMILARITY INDEX = 13.34 %..........