Journal of Liberal Art of Rajamangala University of Technology Suvarnabhumi

HEALTHY LOVE IN THE DIGITAL ERA: INTERPERSONAL COMMUNICATION, RELATIONAL ADAPTATION, AND EMOTIONAL WELL-BEING

2025-06-10T13:16:13+07:00

This article explored the characteristics of healthy love in the digital era, where technology profoundly shapes the initiation, maintenance, and dissolution of interpersonal relationships. Drawing upon frameworks from positive psychology, interpersonal communication theories, and the concept of relational adaptation,
the study sought to answer how love can remain stable amid today’s rapidly evolving communication landscape. Employing content analysis and conceptual synthesis of relevant academic literature, the study examined contemporary phenomena that influence romantic relationships, including ghosting, the use of digital symbols instead of verbal expression, expectations for real-time responses, digital jealousy, asymmetric intimacy, and open relationships. The findings highlight four key strategies for fostering and sustaining stable relationships in the digital era: (1) mindful communication,
(2) adaptive intimacy that preserves individual identity, (3) the cultivation of emotional safe spaces, and (4) the establishment of clearly defined relational agreements. These strategies illustrate that although technology transforms the modes and pace of interaction, enduring love continues to depend on mutual understanding, honesty, empathy, and intentional emotional care. Furthermore, the study underscores that digital connectivity, while enhancing access and immediacy, also introduces new emotional challenges that require greater awareness, self-regulation, and relational mindfulness to overcome. The insights derived from this study contribute to both theoretical and practical understandings of relational well-being in the digital era. They can be applied in relationship counseling, psychosocial guidance, and
the development of relational skills within families, communities, and digital environments that increasingly define human connection. Ultimately, the study emphasizes that sustaining love in a digital society requires not only emotional intelligence but also conscious communication and shared commitment—elements that enable relationships to flourish, evolve, and remain resilient despite the volatility and immediacy of modern technology.

THE DEVELOPMENT OF AN INNOVATIVE SET OF APPLIED FOLK SONGS BASED ON FOOD WISDOM FROM SUGAR PALM, SANKHABURI DISTRICT, CHAINAT PROVINCE FOR INTEGRATED LEARNING MANAGEMENT IN FUNDAMENTAL EDUCATION CLASSROOMS

2025-09-04T16:23:15+07:00

This research aimed to: (1) study the local identity of palm (tan) wisdom in Sankhaburi District and propose approaches for developing creative song innovations,
(2) develop an applied folk song innovation using palm-based food wisdom, (3) design integrated learning management incorporating the innovation, and (4) evaluate the outcomes of implementing the innovation in classroom learning. The study employed a Research and Development (R&D) methodology. The participants were 25 fundamental education teachers who voluntarily participated in the study from Sankhaburi District, Chainat Province. Research instruments included interviews, expert evaluation forms, learning management assessment forms, and reflective journals. Data were analyzed using percentage, mean, standard deviation, and content analysis.

The results revealed that: (1) the palm (tan) wisdom of Huai Krot Subdistrict represents a distinctive cultural identity of the Sankhaburi community and should be further developed and integrated into education to preserve and transmit local wisdom sustainably, (2) the developed innovation, an applied folk song titled “Plai Jowak Tan Sankhaburi” composed in the traditional Choi rhythm, was rated by experts at the highest level for creativity, cultural integration, and educational value, (3) the instructional design integrating this innovation demonstrated high quality in terms of content structure, learning activities, and teacher competency, and (4) classroom implementation achieved highly effective results. Teachers were able to extend and adapt the innovation to strengthen local learning, while students showed creativity in project-based activities using palm wisdom, enhancing their vocational and life skills. Overall, the study emphasizes that integrating local wisdom through innovative folk song-based learning promotes cultural preservation, creativity, and sustainable education that connects schools, teachers, and communities.

FACTORS AFFECTING THE INTENTION TO CONTINUE USING THE GRAB APPLICATION AMONG GENERATION Z: THE MEDIATING ROLES OF TRUST AND CUSTOMER SATISFACTION

2025-08-25T16:29:40+07:00

This study aimed to 1) investigate the factors affecting the intention to continue using the Grab application among generation Z and 2) to examine the mediating roles of trust and customer satisfaction in the relationships between the marketing mix and the intention to continue using the application. The quantitative research was employed and data were collected from 350 students at Rajamangala University of Technology Srivijaya, Songkhla campus. The convenience sampling method was used and the instrument for collecting data was questionnaires. The survey questionnaires were distributed to the students by online. Structural Equation Modeling (SEM) was applied to analyze the proposed mediation model, consisting of two phases: the measurement model, assessed by Confirmatory Factor Analysis (CFA), followed by evaluation of
the structural model. The research results were found as follows; 1) Marketing mix had
a positive direct influence on trust to use the application. 2) Marketing mix had
a positive direct influence on customer satisfaction to use the application. 3)Customer satisfaction had a positive direct influence on the intention to continue using the application. 4) The results showed that marketing mix had an indirect influence on the intention to continue using the application through the mediating roles of customer satisfaction. However, trust did not influence the intention to continue using the Grab application. Overall, the results highlight the significance of the marketing mix which has the potential to impact on customer satisfaction and intention to continue using the Grab application.

THE EFFECTS OF AN INSTRUCTIONAL MODEL USING CONSTRUCTIVIST THEORY AND A TASK-BASED LEARNING APPROACH TO ENHANCE THE CHINESE TEACHING COMPETENCY OF NORMAL UNIVERSITY STUDENTS IN CHINA

2025-10-17T15:08:03+07:00

The purposes of this study were: 1) to compare students’ Chinese teaching competency after the experiment between the experimental group and the control group; 2) to compare students’ Chinese teaching competency before and after
the experiment within the experimental and control groups; and 3) to study
the students’ satisfaction after implementing the instructional model using constructivist theory and task-based learning approach in the experimental group.
The sample consisted of 80 undergraduate students majoring in Elementary Education at Sichuan Minzu College of Higher Education, China. Two intact classes were selected using cluster random sampling. One class (n = 40) was assigned as the experimental group, which received instruction through the instructional model, while the other class (n = 40) served as the control group and was taught using traditional methods.
The experiment lasted 48 instructional periods (3 periods per week, 40 minutes each). The research instruments included six lesson plans based on the instructional model, six traditional lesson plans, a validated Chinese teaching competency assessment, and a student satisfaction questionnaire. The findings were as follows:

1) The average post-test score of the experimental group was 85.109, significantly higher than the control group’s score of 79.134, with a t-value of 3.516 and a p-value < .001. The effect size 0.860 indicated a large practical impact of
the CTBL instructional model on students’ teaching competency.

2) The experimental group showed an average improvement from the pre-test score of 48.277 to the post-test score of 85.109, which is statistically significant, with
a t-value of 16.885 and a p-value < .001. The effect sizes ranged from 0.76 to 1.40, with the most noticeable improvements in teaching design ability (d = 1.40) and teaching implementation ability (d = 0.92).

THE RELATIONSHIP BETWEEN LANGUAGE AND CULTURE IN ISAN INDIE COUNTRY SONGS

2025-11-12T21:13:37+07:00

This article aimed to study the linguistic strategies and the relationship between language and culture in Isan indie country songs. This study utilized a qualitative research approach to collect 432 songs between 2018 and 2022 from the YouTube website. The results of the study showed that linguistic strategies at the word level are outstanding in Isan dialectal vocabulary, which conveys the cultural values, ways of life, and perspectives of Isan people. Literary linguistic strategies are notable through the use of phaya (Isan proverbs) that imply morals and connect listeners to cultural content.

The relationship between language and culture reveals that the culture of humanity is outstanding in weddings and Bai Sri Su Kwan traditions. The Heet 12 traditions include the Bun Khao Jee, Bun Bang Fai, Bun Khao Sak, and Thot Kathin ceremonies, demonstrating faith in Buddhism, including the teachings of the Five Precepts, the cycle of rebirth, and beliefs in ghosts, Kwan, Naga, and sacred entities that are connected to the supernatural. In the arts domain, literary folktales include Phadaeng Nang Ai and Kong Khao Noi Kha Mae, while the performing arts include phin, khaen, applied rot hae music car, and molam. Visual arts elements include stupas, field huts, and traditional Isan houses, while craftsmanship includes
the weaving of sin skirts, weaving of fishing nets and daang, and earthenware such as jars and mortars. Culinary art includes the commonly referenced food of sticky rice, natural food, and fermented fish, while clothing includes modern clothing in daily life and sin skirts in festivals and ceremonial contexts, as well as the occupational domain, including agricultural work and industrial labor. The Isan dialect in the songs shows that, although they were written by a composer to respond to modernity and the characteristics of online society, ...

MOTIVATIONAL FACTORS AFFECTING THE COMMITMENT OF TEAM LEDERS ZHULIAN (THAILAND) CO., LTD.

2025-08-31T13:02:31+07:00

This research study on the motivating factors affecting the team leader's commitment of Zulian (Thailand) Co., Ltd. has objectives to 1. study the motivating factors affecting the team leader's commitment of Zulian (Thailand) Co., Ltd., 2. study the supporting factors affecting the team leader's commitment of Zulian (Thailand)
Co., Ltd. and 3. study the suggestions for creating effective motivation for 369 employees working at Zulian (Thailand) Co., Ltd., The research instrument was
a questionnaire and used percentage, mean, standard deviation, and multiple regression correlation coefficient were used for statistical analysis. The obtained data were analyzed using SPSS for Windows.

The research results showed that

The results of the analysis of the importance of motivational factors affecting team leader's commitment at Sulian (Thailand) Co., Ltd revealed that the average motivational factors were at a high level and the supporting factors were at a high level.
The results of the analysis of the importance of team leader's commitment to the organization at Sulian (Thailand) Co., Ltd revealed that the average values of all aspects were at the highest level.
The results of the hypothesis testing accepted the motivational factors of affecting team leader's commitment, including achievement in (β=0.497), nature of worked (β=.225), and career advancement (β=.241). The results of the hypothesis testing showed that quality of supervision (β=-0.078), relationship with coworkers for positive correlation coefficient (β= -0.475), and salary (β = -0.271)
Motivational factors affecting team leader commitment, Sulian (Thailand)
Co.,Ltd. Motivational factors in terms of work success revealed that there is
a relationship with team leader commitment. The analysis of motivational factors affecting team leader commitment has a fairly high relationship. Motivational factors affecting team leader commitment, Sulian (Thailand) Co., Ltd., have very high relationship.

WELL- BEING OF THE PEOPLE IN THE THAILAND 4.0 CASE STUDY: YAN YAO SUB - DISTRICT, SAM CHUK DISTRICT, SUPANBURI PROVINCE

2025-07-04T16:56:32+07:00

This study aimed to examine 1) The level of well-being of people in Thailand 4.0, case study of Yan Yao Subdistrict, Sam Chuk District, Suphan Buri Province and
2) The factors affecting the well-being of people in Thailand 4.0, with a case study of Yan Yao Subdistrict, Sam Chuk District, Suphan Buri Province. This research employed a quantitative approach. The sample consisted of 400 residents aged 18 years and above who lived in Yan Yao Subdistrict, Sam Chuk District, Suphan Buri Province. The research instrument was a questionnaire, and data were analyzed using mean, standard deviation (S.D.), and multiple regression analysis (MRA).

The research findings revealed that: 1. The overall well-being of people in Yan Yao Subdistrict, Sam Chuk District, Suphan Buri Province was at a high level. ( = 3.86, S.D. = 0.511). and 2. The factors influencing the well-being of people in Thailand 4.0, Case study: Yan Yao Subdistrict, Sam Chuk District, Suphan Buri Province were found to comprise two significant dimensions: 1) Demographic characteristics, including education level and debt status, which had a statistically significant influence on the level of well-being at the 0.05 significance level; and 2) Happiness-related factors, including the level of suffering and the level of life satisfaction, which also had a statistically significant influence on the level of well-being at the 0.05 significance level. The results of this research can be utilized as a guideline or policy framework for implementing measures to enhance well-being in ways that are appropriate to and aligned with the needs of people in the local community.

INSTRUCTIONAL DESIGN USING JOHN DEWEY’S THEORY AND SITUATIONAL LEARNING THEORY TO ENHANCE THE LEARNING INTEREST AND ACHIEVEMENT OF ART STUDENTS

2025-10-28T18:29:53+07:00

The purposes of this research were: 1) to study the current state and problems in learning interest and achievement of art students; 2) to draft the instructional model using John Dewey’s theory and situational learning theory to enhance learning interest and achievement of art students. This research employed a comprehensive mixed-method approach. The research instruments included a semi-structured interview, questionnaire, achievement test, and evaluation form for the appropriateness of
the instructional model. All instruments were validated by five qualified experts with the IOC score ranging between 0.60–1.00. The research results showed as follows: 1. The art students showed a moderate to high level of interest in their learning, especially when the lessons included real-life activities. However, their ability to stay engaged and apply what they learned over time was limited. The test results showed that they had a good grasp of basic knowledge but struggled with more abstract materials, which suggests that more interactive and context-related methods would be beneficial. and 2. The instructional model was validated by five experts and received a perfect IOC score of 1.00. It also had a high level of appropriateness, with a mean of 4.87 and a standard deviation of 0.3. It comprises of six components: introduction, theoretical foundation, guiding principles, objectives, instructional procedures, and expected outcomes. The instructional procedures include seven steps: introducing objectives and tasks, creating real-life situations, formulating problem, solving problems, concluding, validating conclusion, and evaluating. This instructional model boosts student engagement and success by offering hands-on, meaningful, and personalized learning opportunities.

REHABILITATION FOR DONG LAKORN OLD TOWN CULTURAL HERITAGE TO HISTORICAL TOURISM DEVELOPMENT

2025-09-04T16:27:40+07:00

This research aimed to explore the restoration of the cultural heritage of
the ancient city of Dong Lakhon to support the development of historical tourism.
The objectives were twofold: (1) to examine the history, background, cultural resources, and key tourism assets of the ancient city of Dong Lakhon; and (2) to identify strategies for restoring the cultural heritage to promote historical tourism in Mueang Nakhon Nayok District, Nakhon Nayok Province. The research utilized a mixed-methods approach. Quantitative data were collected from 400 participants via questionnaires and analyzed using descriptive statistical methods. In parallel, qualitative data were gathered through interviews with key informants, including representatives from the Tourism Authority of Thailand in Nakhon Nayok and 20 community leaders from Dong Lakhon Subdistrict. The qualitative data were interpreted using inductive reasoning, logical analysis, and descriptive narrative techniques. The findings are summarized as follows: 1. The overall condition of the cultural heritage restoration in the ancient city of Dong Lakhon is at a high level. This includes the condition of archaeological sites, the provision of public amenities, transportation infrastructure, the organization of historical tourism activities, and the active participation and collaboration of the local community. 2. The city has important historical and cultural value, encompassing notable archaeological resources and major tourism attractions that reflect its historical legacy. and 3. Restoration strategies for promoting historical tourism include identifying challenges and limitations, implementing cultural heritage preservation plans, supporting the transmission and learning of heritage knowledge, ensuring participation from both public and private sectors, and integrating educational activities within the local community.

TOURIST ATTRACTION’S POTENTIALS INFLUENCING TO REVISITING INTENTION OF TOURISTS TRAVELING IN SONGKHLA PROVINCE: THE MEDIATING ROLE OF TOURIST SATISFACTION

2025-08-31T13:13:18+07:00

This article aimed to 1) study the influence of the tourist attraction’s potential on the revisiting intention of tourists traveling and 2) examine the mediating roles of tourist satisfaction in the relationship between the tourist attraction’s potential and the revisiting intention of tourists traveling. This study employed quantitative research, in which data were collected from 300 tourists in Songkhla province. The sampling method employed was convenience sampling. The instrument for collecting data was survey questionnaires distributed to the tourists in Songkhla province by online questionnaire. Structural Equation Modeling (SEM) was employed for the analysis of the proposed mediation model, which consisted of two phases: the measurement model, assessed via Confirmatory Factor Analysis (CFA), followed by the structural model. The research results were found as follows: 1) The tourist attraction’s potential, which comprises aspects of tourism attractions, accessibility, facilities, and safety, had a positive direct influence on the revisiting intention of tourists traveling; 2) The tourist attraction’s potential had a positive direct influence on tourist satisfaction; 3) The tourist satisfaction had a positive direct influence on revisiting the intention of tourists and 4) The tourist attraction’s potential had an indirect influence on revisiting the intention of tourists traveling via the mediating roles of tourist satisfaction. The findings of this research emphasize the importance of destination potential in terms of tourist attractions, accessibility, facilities, and safety in affecting tourist satisfaction. This satisfaction, in turn, has a positive effect on the revisiting intention of tourists traveling in Songkhla province.

THE INFLENCES OF INFLUENCERS ON YOUTUBE AND INFLENCER-BRAND FIT AFFECTING CUSTOMER’ S THE DECISION TO PURCHASE PRODUCTS

2025-10-17T15:51:26+07:00

This article aimed to study 1) the levels of purchase decision importance,
2) the influence of social media influencers on product purchasing decisions, particularly through the influence of YouTuber advertisements, and 3) the factors of brand–influencer compatibility that affect consumers' purchase decisions influenced by YouTubers’ advertising. This study employed quantitative research, grounded in theoretical concepts of influencer–brand congruence and consumer purchase decision-making. The data were collected from 385 people who had experience in watching video clips on the YouTube website. The instrument for collecting data was questionnaires. The questionnaires were dispensed online to 385 YouTube users; multiple regression showed that credibility (β=0.279), expertise (β=0.525), and influencer–brand fit (R²=0.647) significantly predicted purchase decisions.
The research results were found as follows: 1) The level of importance in purchasing decisions is high, particularly regarding online advertising and satisfaction; 2) Influencer-related factors, such as credibility and expertise, were positively correlated with purchase decisions, and
the coefficient of determination explained 63.9% of the variance; and 3) The compatibility between the influencer and the influencer–brand fit, with the coefficient of determination explained 64.7%, in terms of content consistency, personality, lifestyle, and product knowledge, was found to significantly influence consumer behavior and explain a substantial portion of the variance in purchasing decisions. These results highlight the crucial role of social media influencers as modern marketing communication agents capable of building trust, enhancing credibility, and effectively stimulating purchase decisions. The study provides valuable insights for brands in shaping targeted digital marketing strategies through appropriate influencer selection.

DEVELOPMENT OF SAFE AGRICULTURAL TOURISM THROUGH COMMUNITY-BASED AGROTOURISM IN NAKHON NAYOK PROVINCE

2025-10-23T15:15:04+07:00

This article aimed to 1) study the context of community-based agrotourism in model communities and the overall agrotourism context of Nakhon Nayok Province
2) study the factors influencing safe agricultural tourism through community-based agrotourism in Ban Na District, Nakhon Nayok Province and 3) create a model for safe agricultural tourism through community-based agrotourism in Ban Na District, Nakhon Nayok Province. This research employed a mixed-methods approach, integrating both qualitative and quantitative methodologies. The qualitative research involved 21 key informants using in-depth interviews, with data analyzed through content analysis.
For the quantitative part, the sample consisted of 100 tourists who visited Nakhon Nayok Province. Data were collected using a structured questionnaire and analyzed using frequency, percentage, mean, and standard deviation. The research results were found as follows;

1) The context of agrotourism in model communities and in Nakhon Nayok Province involves the utilization of local resources and identity, with active community participation. Development is integrated among agriculture, culture, and tourism, with the community serving as the main manager. Local resources and indigenous knowledge form the foundation, complemented by the use of technology and networks.

2). The factors influencing safe agricultural tourism through community-based agrotourism in Ban Na District, Nakhon Nayok Province include the abundance of natural resources, local culture and traditions, community lifestyle, political and administrative structures, economy, social dynamics, networking, and community participation processes.

3) The model for safe agrotourism through community-based agrotourism comprises six key components: participatory and experiential involvement, community-centered management, health and safety, integration of local culture and lifestyle, sustainable management, marketing and networking.

THE IMPACT OF FINANCIAL LEVERAGE ON DIVIDEND PAYOUTS: EMPIRICAL EVIDENCE FROM AN EMERGING MARKET IN THAILAND

2025-11-19T19:31:34+07:00

This research aimed to examine the impact of financial leverage on the dividend payouts of companies listed on the Stock Exchange of Thailand, representing an emerging market context. The study adopted a quantitative research design, focusing on
a sample of 489 firms listed between 2018 and 2022. The debt-to-asset ratio (DAR) and debt-to-equity ratio (DER) were utilized as indicators of each firm’s financial leverage. To analyze the effect of financial leverage on dividend payouts, multiple regression analysis based on panel data was conducted using a fixed-effects model.

The empirical findings indicated that the debt-to-asset ratio, which served as
a proxy for the firm’s financial leverage, had a statistically significant negative effect on dividend payments at the 0.10 significance level. This suggested that firms with higher levels of debt relative to their total assets had a tendency to allocate a greater proportion of their cash flow toward servicing debt and meeting repayment commitments rather than distributing dividends to shareholders. Conversely, the debt-to-equity ratio showed no statistically significant effect on dividend payouts, implying that this structural measure of capital composition may not fully capture the firm’s actual financial burden or liquidity pressure. Regarding the control variables, both profitability and firm growth exhibited statistically significant negative effects on dividend payments at the 0.01 and 0.05 significance levels, respectively. This finding suggested that firms with strong profitability and higher growth potential were more likely to retain earnings to finance future investment and expansion rather than distribute them as dividends. The insights gained from this study can serve as a useful reference for corporate executives and investors in making relevant decisions.

INTEGRATED MARKETING COMMUNICATION STRATEGIES STIMULATING LOYALTY OF PRAWa SILK CUSTOMERS IN KALASIN PROVINCE

2025-11-07T14:44:30+07:00

This study aimed to investigate the challenges faced by Phrae Wa silk entrepreneurs, analyze their marketing communication strategies, and examine the relationship between integrated marketing communication (IMC) strategies and consumer loyalty, with the purpose of proposing effective IMC approaches to enhance the competitiveness and sustainability of Phrae Wa silk businesses. A mixed-methods approach was applied, combining qualitative data collected from 15 entrepreneurs and quantitative data collected from 385 consumers. Data analysis included descriptive statistics and inferential statistics, such as analysis of variance, correlation analysis, and multiple regression analysis.
The findings revealed that 1)The main challenges faced by the business included consumer purchases being concentrated only during festivals or important ceremonies, limited engagement from younger consumer groups, ineffective use of online media and social media platforms, outdated product design, limited access to capital and managerial resources, and insufficient business management skills; 2) Regarding IMC strategies, personal selling was identified as the most influential factor affecting consumer loyalty, followed by online marketing and social media, advertising, sales promotion, direct and database marketing, special marketing events, and public relations; 3)Advertising, sales promotion, special event marketing, online marketing, and database marketing were found to have statistically significant positive correlations with consumer loyalty at the 0.01 level and 4) Based on these results, the study recommends developing a distinctive product identity, effectively utilizing online and social media platforms, organizing promotional activities, strengthening customer relationship management, and creating supporting sales media. Implementing these strategies is expected to enhance the capabilities of entrepreneurs, strengthen local economic development, and contribute to the sustainable growth and long-term success of Phrae Wa silk businesses in Kalasin Province.

THE MEDIATING EFFECT OF ORGANIZATIONAL AGILITY ON THE RELATIONSHIP BETWEEN ELECTRONIC HUMAN RESOURCE MANAGEMENT AND ORGANIZATIONAL PERFORMANCE OF E-COMMERCE BUSINESS IN BANGKOK

2025-12-18T08:55:06+07:00

The objectives of this research were to 1) investigate electronic human resource management affecting organizational performance, 2) examine organizational agility affecting organizational performance, 3) analyze electronic human resource management affecting organizational agility, and 4) assess the effect of organizational agility on
the relationship between electronic human resource management and organizational performance of e-commerce businesses in Bangkok. The research was quantitative.
A questionnaire was used to collect data from 280 executives of e-commerce businesses in Bangkok. Data analysis employed descriptive statistics, including mean and standard deviation, as well as inferential statistics, such as Pearson correlation and multiple regression. The research results indicated as follows;

1) The mean of electronic human resource management was at a high level.
The mean organizational agility was at a high level. The mean organizational performance was at a high level.

2) Electronic human resource management had a positive effect on organizational performance with statistical significance at the 0.01 level. Organizational agility had a positive effect on organizational performance with statistical significance at the 0.01 level. Electronic human resource management had a positive effect on organizational agility with statistical significance at the 0.01 level.

3) Organizational agility partially mediated the relationship between electronic human resource management and organizational performance of e-commerce businesses in Bangkok.

The findings of this study can support decision-making regarding investment in electronic human resource management systems to increase organizational agility and enhance organizational performance. Additionally, this study contributes academic value by confirming the mediating role of organizational agility.

LOCAL WISDOM IN THE PRODUCTION OF KHANOM JA MONGKUT IN SAMUT SONGKHRAM PROVINCE

2025-11-19T19:26:35+07:00

This qualitative research employed a phenomenological methodology with
the objectives of studying the local wisdom and indigenous knowledge associated with the production of Khanom Ja Mongkut in Samut Songkhram Province and examining the transmission processes of local wisdom. The key informants were ten local artisans with at least five years of experience in producing Khanom Ja Mongkut. The research instruments consisted of unstructured in-depth interview questions, participant observation. Data reliability was validated using triangulation techniques. The research findings revealed two main areas. First, the local knowledge related to Khanom Ja Mongkut production in Samut Songkhram can be categorized into three components: (1) ingredients preparation, (2) preparation of tools and equipment, and (3) the production process. Second, the transmission of this knowledge consists of four aspects: (1) knowledge acquisition, (2) knowledge storage, (3) knowledge application, and (4) knowledge transfer. The transfer of knowledge is conducted through three primary methods: (1) oral transmission, (2) demonstration, and (3) hands-on practice. This study suggests organizing activities to raise awareness and enhance the understanding of Khanom Ja Mongkut production among younger generations. It also recommends systematic documentation and the conversion of tacit knowledge into explicit forms to ensure sustainable knowledge management. Moreover, the research proposes that such knowledge should be disseminated through both direct transmission by experienced individuals and broader communication to the public. These approaches aim to preserve and promote the cultural heritage embedded in traditional Thai dessert-making, ensuring that it is passed the on effectively to future generation and continues to hold relevance in contemporary society.

THE EFFECT OF PLAY THERAPY ACTIVITIES ON AGGRESSIVE BEHAVIOR AND ACADEMIC ACHIEVEMENT OF PRIMARY SCHOOL STUDENTS PHRANAKHON SI AYUTTHAYA PROVINCE

2025-12-04T10:13:08+07:00

This research is a quasi-experimental research with objectives to 1) study the effects of play therapy activities on aggressive behavior in primary school students, and 2) study
the academic achievement after using play therapy activities compared to the academic achievement criteria in primary school. The sample consisted of 29 primary school students who were purposively selected. The research instruments were the Strengths and Difficulties Questionnaire (SDQ) from the Department of Mental Health, Ministry of Public Health, and the play therapy activity program. The activities were held once a week for 60 minutes for 12 weeks. Data were analyzed using frequency, percentage, average, and standard deviation the results of the comparison of aggressive behavior before and after participating in
the activities were analyzed using t-test Dependent.

The results of the study revealed that after participating in the activities, students’ aggressive behaviors decreased significantly at the 0.01. The average score of overall aggressive behavior before participating in the activities was ( =17.7, SD=1.33), which was considered problematic. The average score of overall aggressive behavior after participating in the activities was ( =7.4, SD=1.11), which was considered normal.
The results of the study of the frequency of aggressive behavior found that after completing the activity, students had the highest frequency of aggressive behavior, which was hyperactivity/attention deficit behavior at 33.33 percent, followed by emotional behavior at 32.16 percent, behavior related to relationships at 21.64 percent, and the least frequent aggressive behavior was misbehavior at 12.87 percent. The academic achievement of students after participating in the activity, when compared to the primary education score criteria for the 2024 academic year, was found to be at a good level, accounting for 75.20 percent.

THE STUDY OF THE LEVEL OF THE PROFESSIONAL EXPERTISE ACCUMULATION OF SUPPORT PERSONNEL IN THE RAJAMANGALA UNIVERSITY OF TECHNOLOGY GROUP

2025-12-16T21:10:08+07:00

This study aimed to examine the level of professional expertise accumulation among support personnel in the Rajamangala University of Technology group by using a mixed methods research design. The study was conducted sequentially, beginning with qualitative data collection through in-depth interviews with nine executives
from all nine Rajamangala Universities of Technology. The qualitative findings were subsequently used to develop a questionnaire, and the data were collected from 377 support personnel. Qualitative data were analyzed using content analysis, while quantitative data were analyzed using the mean, standard deviation, and the Modified Priority Needs Index (PNI_Modified).

The qualitative findings revealed that administrators perceived limitations among support personnel in terms of linking knowledge to real work situations, making decisions in complex situations, and adapting to change. In contrast, the quantitative results indicated that support personnel rated their own overall level of professional expertise accumulation at a high level for both current conditions and expected conditions. Considering the overall PNI_Modified of 0.03, the highest priority need was found in linking knowledge to real work situations, followed by decision-making in complex situations and adaptation to change, respectively. These findings suggested that although support personnel have a high perception of their own competence, there are still qualitative gaps in some competency components that need to be strengthened, especially practical competencies related to working in complex contexts. Accordingly, this study proposed development approaches for support personnel that emphasize learning through real work situations and systemic support from the organization to enhance the professional expertise accumulation of support personnel.

FACTORS INFLUENCING THE SUCCESS OF LOCAL STREET FOOD BUSINESSES IN THAILAND’S LOWER CENTRAL REGION

2025-12-04T10:05:39+07:00

Street food is closely associated with culture and society and plays an important role in supporting economic activities. This study aimed to 1) examine operational factors of local street food businesses in the Lower Central Region, 2) investigate business success, and 3) analyze the influence of operational factors on business success. The sample consisted of 400 local street food operators in the Lower Central Region 2. Data were collected using a questionnaire and analyzed using descriptive statistics (mean and standard deviation) and inferential statistics through multiple regression analysis with the enter method. The results indicated that overall business operations in terms of health, economic, social, cultural, and innovation dimensions were at a high level (mean = 4.08), with the social dimension showing the highest mean score (4.41). Business success in terms of sales and profit, recommendation, and customer satisfaction was also at a high level (mean = 4.08), with customer satisfaction ranking highest (mean = 4.26). Service quality, online marketing communication, food cleanliness and safety, food uniqueness, and the expression of Thai identity had a statistically significant positive influence on business success, while some operational factors showed negative or varied relationships depending on the success dimension. Overall, the operational factors examined were able to explain approximately 21–30% of the variance in business success. The findings provide empirical evidence for developing guidelines to enhance operators’ capabilities, establishing hygienic street food prototype areas, and supporting further studies on street food businesses under changing economic and social contexts.

PRODUCT DEVELOPMENT BASED ON COMMUNITY RESOURCES THROUGH A PARTICIPATORY PROCESS FOR SUSTAINABLE COMMUNITY MANAGEMENT OF BAN TAKO LANG, SUANPHUENG DISTRICT, RATCHABURI PROVINCE

2025-12-04T10:26:15+07:00

This study aimed to 1) examine baseline information on community products in Ban Tako Lang, Suan Phueng District, Ratchaburi Province, Thailand, 2) develop community product prototypes based on local resources through a participatory process, and 3) assess satisfaction with the product prototypes as well as propose management guidelines to promote sustainable community management. A participatory action research (PAR) design was employed to accomplish the objectives. Data were collected through in-depth interviews, focus-group discussions, and questionnaires. Qualitative data were analyzed using content analysis, while quantitative data were analyzed using descriptive statistics such as frequency, percentage, mean, and standard deviation.

The findings indicated that:

1) Ban Tako Lang had strong potential in natural resources, culture and local wisdom, and grouping particularly in the form of community organization that could support local product prototypes.

2) Prototype development implemented via hands-on workshops on processing bamboo shoots as the main raw material enabled participants to learn about a variety of new bamboo-shoot products and co-design packaging that met standards and ensured consumer safety. Through practice-based learning, participants developed deeper understanding across production techniques, identity building, and basic marketing, which inspired business expansion and fostered collaborative participation and networking with experts.

(3) Tourist satisfaction with the prototypes was very high overall (𝑥̄ = 4.51,
S.D. = 0.57), particularly in packaging and marketing promotion aspects (𝑥̄ = 4.62, S.D. = 0.53). Guidelines for community product management should emphasize entrepreneurial capacity building, the elevation of production standards, brand development, and market expansion through contemporary strategies. The research findings indicate that a participatory process can generate value addition and sustainably enhance the competitiveness of community products. This is achieved by reflecting community identity through packaging and marketing communications designed to foster brand recognition.

FACTORS INFLUENCING JOB RETENTION OF PROFESSIONAL – LEVEL SAFETY OFFICERS IN PHRA NAKHON SI AYUTTHAYA PROVINCE

2026-01-04T13:27:05+07:00

This study aimed (1) to examine the levels of organizational commitment, perceived organizational support, work–life balance, and job retention, and (2) to analyze the influence of organizational commitment, perceived organizational support, and work–life balance on job retention among professional-level safety officers in Phra Nakhon Si Ayutthaya Province. The sample consisted of 280 professional-level safety officers selected through simple random sampling. Data were collected using a seven-point Likert-scale questionnaire and analyzed using descriptive statistics and multiple regression analysis.

The results indicated that the overall levels of organizational commitment, perceived organizational support, work–life balance, and job retention were high.
The multiple regression analysis revealed that work–life balance in terms of satisfaction (β = 0.32) and time (β = 0.21), perceived organizational support in terms of fairness (β = 0.22), and organizational commitment in terms of continuance commitment (β = 0.20) significantly influenced job retention at the 0.001 level. In addition, normative commitment had a significant effect on job retention at the 0.01 level (β = 0.18).

The findings of this study provide empirical evidence that organizational fairness, work–life balance, and career-related stability are critical mechanisms for enhancing job retention among professional-level safety officers. These insights can be applied to the development of effective human resource management strategies and policies aimed at strengthening workforce stability in safety-related professions.

GUIDELINES FOR DEVELOPING CREATIVE EXPERIENCESCAPES OF LOCAL CAFÉS TO PROMOTE CUSTOMER LOYALTY: CASE STUDIES IN THAILAND’S LOWER NORTHERN PROVINCIAL CLUSTER 1

2025-12-23T18:32:28+07:00

This article aimed to 1) examine the factors of creative experiencescape that influence customer loyalty, 2) analyze the components of the experiencescape affecting loyalty, and 3) propose guidelines for developing the creative experiencescape of local cafés to enhance customer loyalty. A mixed-methods research design was employed.
In Phase 1, a qualitative approach was conducted through in-depth interviews with owners of 20 local cafés in the Lower Northern Provincial Cluster 1, and analyzed using content analysis. In Phase 2 involved a quantitative survey of 395 local café customers selected through multi-stage sampling; data were analyzed using descriptive statistics and multiple regression analysis.

The results revealed that 1) café entrepreneurs emphasized six key experiencescape dimensions: café atmosphere, product innovation, social connection, knowledge transfer, social media, and value co-creation. 2) Quantitative findings showed that café atmosphere, knowledge transfer, and social media had a significant positive influence on customer loyalty, while product innovation had a negative influence, due to product changes that may undermine customers’ sense of familiarity and emotional attachment in the context of local cafés. Social connection and value co-creation showed no significant effect. 3) Six strategic guidelines were proposed: 1) enhancing café atmosphere with unique identity, 2) delivering knowledge through storytelling, 3) using social media to strengthen customer relationships, 4) creating flexible and customized product innovations, 5) promoting social interaction activities, and 6) encouraging customer participation. These guidelines can be practically applied to develop marketing strategies and experience management to create differentiation, foster customer loyalty, and achieve sustainable growth for local café businesses in the long term.

FACTORS AFFECTING FOOD WASTE FROM ONLINE FOOD DELIVERY SERVICE WITHIN PHRA NAKORN SI AYUTTHAYA PROVINCE

2026-01-12T17:22:13+07:00

This research aimed to (1) examine the level of consumers’ attitudes, online food delivery usage behavior, and factors contributing to food waste generated from online food delivery services, and (2) analyze the direct and indirect effects of consumers’ attitudes and behaviors on food waste generation associated with online food delivery services. A quantitative research design was employed. Data were collected from 400 users of online food delivery services in Phra Nakhon Si Ayutthaya Province using a questionnaire, with stratified random sampling. Descriptive statistics, including frequency, percentage, mean, and standard deviation, were used for data analysis, and causal relationships were examined using Structural Equation Modeling (SEM).

The results indicated that 1) consumers exhibited attitudes at the highest level of agreement, while their online food delivery usage behavior was at a frequent level, primarily driven by convenience and speed. Factors contributing to food waste generated from online food delivery services were found to be at a high level. Although consumers were aware of the environmental impacts of food waste, their decision-making was still largely influenced by price considerations. The SEM results demonstrated that the proposed model showed a good fit with the empirical data (χ²/df = 1.26, RMSEA = 0.025, GFI = 0.99, AGFI = 0.98); and 2) consumers’ attitudes had a strong direct effect on online food delivery usage behavior (effect = 0.93). In addition, consumers’ behavior had a direct effect on food waste generation from online food delivery services (effect = 0.38). Consumers’ attitudes exerted both direct and indirect effects on food waste generation, with a total effect of 0.70.

TRANMISSION AND PRESERVATION OF KHANOM BODIN AS INTANGIBLE CULTURAL HERITAGE OF THE SUAN PHLU MOSQUE COMMUNITY

2026-02-09T08:29:00+07:00

This qualitative study employed a phenomenological approach to investigate the communal context of the Suan Phlu Mosque and analyzed the transmission and preservation of Khanom Bodin (a traditional Thai-Muslim dessert) as intangible cultural heritage. Data were elicited from selected ten purposive key informants—comprising community leaders, local experts, and artisanal practitioners—through semi-structured in-depth interviews, followed by thematic analysis and data triangulation. The findings revealed that the Suan Phlu Mosque community, historically defined by its betel nut plantations, maintained a distinct socio - cultural identity through its traditional Muslim gastronomy, particularly Khanom Bodin, which was intrinsically linked to Ramadan and matrimonial ceremonies. Regarding its continuity, while the culinary wisdom was traditionally inherited within families, the practice had contracted to a few households that adapted ingredients and techniques to contemporary demands. Despite its economic significance as a seasonal enterprise during religious festivals, the remaining of Khanom Bodin faced challenges from shifting consumption patterns among
the younger generation. Consequently, the study emphasized the profoundly
socio-religious value of this heritage followed by underscored the necessity of fostering public awareness and systematic knowledgeable transferability to ensure its long-term cultural sustainability.

FACTORS INFLUENCING UNDERGRADUATE ENROLLMENT DECISIONS AMONG FIRST-YEAR STUDENTS AT THE UNIVERSITY OF PHAYAO

2025-12-13T19:07:46+07:00

This study aimed to 1) examine the factors influencing the decision to enroll in undergraduate programs among first-year students at the University of Phayao, and
2) explore their needs for institutional support. A quantitative research design was employed. The participants included 2,346 first-year undergraduate students enrolled in the first semester of the 2025 academic year. Data were collected using a questionnaire assessing factors affecting enrollment decisions in the digital era among new students at the University of Phayao. Descriptive statistics, including frequency, percentage, mean, and standard deviation, were utilized to analyze the factors influencing enrollment decisions, while content analysis was applied to examine students’ support needs.

The results revealed that institutional factors had the greatest influence on students’ decisions to enroll at the University of Phayao in the 2025 academic year. Regarding the channels through which students became familiar with the university, personal contacts-including guidance teachers, friends or seniors, and family members-played the most significant role. Moreover, first-year students desired support in
the areas of welfare and facilities provided by the university. The findings can serve as strategic guidelines for enhancing institutional public relations and educational marketing, as well as for strengthening the university’s institutional factors to better meet the needs of learners in the digital era.