Journal of Liberal Art of Rajamangala University of Technology Suvarnabhumi

THE INFLUENCE OF MARKETING FACTORS ON THE BRAND LOYALTY OF THAI TOURISTS FOR ACCOMMODATION SERVICE SELECTION ON KOH LARN, CHONBURI

2024-03-28T19:15:00+07:00

The aim of this research paper was to achieve the following objectives: 1) to study the relationship between the marketing mix and brand loyalty among Thai tourists for accommodation service selection on the island of Koh Larn, Chonburi, and 2) to examine the impact of the marketing mix factors on the brand loyalty of Thai people for accommodation service selection on Koh Larn, Chonburi. This research adopted a quantitative methodology and utilized a questionnaire as the data collection tool. The sample consisted of 112 Thai tourists who had stayed at least one night on Koh Larn. Data analysis employed descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as inferential statistics such as multiple correlation analysis and simple linear regression analysis.

According to the research findings, the majority of the respondents were female Thai tourists born between 1980 and 1997 (Generation Y), single, employed in the private sector with a bachelor’s degree, and had a monthly income ranging between 20,000 and 30,000 baht. Most tourists visited Koh Larn for relaxation purposes and stayed for an average of 2 nights and visited 1 to 2 times per year. Marketing mix factors had a high-level correlation with overall brand loyalty (x = 3.87). When each aspect was considered, it was at a high level in all four aspects as follows: product (x = 3.83), price (x = 3.87), place (x = 3.92) and promotion (x = 3.85). For the marketing mix factors that influenced overall brand loyalty, there were three aspects: product, price, and promotion. Price had the highest positive influence (beta = 0.300), followed by marketing promotion (beta = 0.267) and product (beta = 0.219).

GUIDELINES FOR REDUCING STIGMA AND DISCRIMINATION RELATED TO PEOPLE LIVING WITH HIV/AIDS SPECIAL ARV CLINIC, NA KAE HOSPITAL NAKHON PHANOM PROVINCE

2024-01-20T16:29:24+07:00

The objectives of this research are to: 1) study the problem of stigma and discrimination related to people with HIV/AIDS, and 2) propose guidelines for reducing stigma and discrimination related to people infected with HIV/AIDS, ARV Special Clinic, Na Kae Hospital, Nakhon Phanom Province. This is mixed methods research between quantitative and qualitative research. The findings showed that 1) In terms of condition of the stigma problem and discrimination, regarding the environment of health service facilities, 44.72% were less concerned. Regarding the policy of health service facilities, 61.26% agreed. Opinions about people living with HIV/AIDS, regarding the spread of infection in reproductive health services, 55.89% disagreed. Issues related to key populations at high risk of HIV infection, 32.80% see it regularly. Regarding experiences of human rights violations, 40.47% seen. Regarding disclosure of status and confidentiality of people infected with HIV, 51.12% seen infrequently. Regarding reproductive health, 55.80% saw it regularly. 2) In terms of guidelines for reducing stigma and discrimination related to people with HIV/AIDS, ARV Special Clinic, Na Kae Hospital, Nakhon Phanom Province, it is suggested that the environment should be improved to be friendly, appropriate, and ready to provide services. Increase understanding and disseminate accurate information about the disease. On the service recipient side, it is proposed that all patients be treated equally and psychiatric services should be provided. In conclusion, not behaving in a way that makes infected people feel violated or rejected by society will help reduce the problem of inappropriate stigma and discrimination.

THE HAPPINESS AND QUALITY OF LIFE OF THE SCHOLARSHIP DOCTORS IN NAKHON PHANOM PROVINCE

2024-01-20T16:00:41+07:00

In this research, a cross-sectional survey with the objective to study the level of happiness and quality of life of scholarship doctors in Nakhon Phanom Province was conducted. The population included scholarship doctors studying in Nakhon Phanom Province in 2023 with a total of 50 people. The instruments used in the research were a self-report happiness survey and the World Health Organization quality of life assessment. Data were analyzed using statistics, frequency, percentage, mean, and standard deviation.

Based on the results of the study, it was found that: 1. The overall happiness of the scholarship doctors was at a happy level (71.15%), while the aspect of good health was at the extremely happy level (83.30%), good relaxation was at a happy level (72.10%), kindness was at a happy level (70.20%), the good spirituality aspect was at a happy level (83.20%), the good family aspect was at a happy level (70.10%), the good society was at the happy level (74.00%), good knowledge was at a happy level (66.15%), good health and money were at a happy level (65.10%), and good work was at the level of happiness (56.20%); and 2. Regarding the quality of life of the scholarship doctors, the overall happiness level was moderate to good (79.75%), and consideration of each area was as follows: The physical aspect was at a good level (85.71%), the mental aspect was at a moderate level (66.66%), the social relationship aspect was at a good level (86.66%), and the environmental aspect was at a good level (80.00%). Thus, based on this discovery of new knowledge, the happiness and quality of life of scholarship doctors should be improved to a happier and better level.

ASSESSMENT OF KNOWLEDGE LEVEL AND SELF CARE BEHAVIORS AMONG DIABETES PATIENTS IN SAM PHONG, SI SONGKHRAM NAKHON PHANOM PROVINCE

2024-02-04T18:21:17+07:00

The purpose of this study was to assess the level of diabetes knowledge and self-care behaviors of diabetic patients in Sam Phong Subdistrict Si Songkhram District Nakhon Phanom Province. This was the survey research. The participants were 100 people with diabetes. A specific sampling technique was used. The research tools used were questionnaires, checked for content validity by 3 experts. The Item Objective Congruence (IOC) was between 0.66 - 1.00. Statistics used in data analysis included frequency distribution, percentage, mean, and standard deviation.

The results of the research found that knowledge about diabetes among diabetic patients as following details; most respondents knew at a moderate level, 60 percent, followed by a low level, 38 percent, and at least, a high level, 2 percent. The level of self-care behavior of diabetic patients was at a moderate level, 77 percent. The lowest is a low level of 20 percent and the least is a high level of 3 percent. The importance of self-care behaviors for people with diabetes showed most respondents had self-care behaviors in all aspects at a high level ( = 3.73), arranged from highest to lowest. Exercise ( = 3.90), stress management ( = 3.85), drug use ( = 3.80), diet control ( = 3.61), and behavior to prevent complications ( = 3.59) The research results revealed the level of self-care behaviors of diabetic patients. It can be used to evaluate work efficiency and continue to improve services.

FACTORS AFFECTING INFECTION PREVENTION BEHAVIORS OF COVID-19 FOR MEDICAL PROFESSIONAL AT NAKAE, NAKHON PHANOM PROVINCE

2024-01-13T12:12:09+07:00

The objectives of this research were to: 1) study opinions on perceptions about the disease. and disease prevention behavior of COVID-19 of medical personnel in Na Kae District, Nakhon Phanom Province, and 2) study factors affecting the prevention behavior of COVID-19 among medical personnel in Na Kae District, Nakhon Phanom Province. This was cross-sectional analytical research. The sample was selected by stratification method and simple random sampling of 258 people. The tool was the created questionnaire. There was a reliability value for the whole document of 0.91. Data were analyzed by using mean, percentage, standard deviation. Also, there was testing the hypothesis of multiple regression analysis.

The results of the research found that opinions on perceptions of COVID-19 were overall at a high level ( = 3.95, S.D. = 0.523). When considering each aspect, it was found that the perception of severity at the highest and the average was at a high level. The second level was the perception of risk opportunities. Perceived benefits the last step was the perception of obstacles. The average was at a high level. Opinions about preventive behaviors against COVID-19 were found to be at a high level overall ( = 3.94, S.D. = 0.67). Factors affecting preventive behaviors against COVID-19 of medical personnel in Na Kae District Nakhon Phanom Province found that perception factors regarding coronavirus disease perception of risk opportunities was relationship to preventive behaviors against COVID-19 of medical personnel in Na Kae District, Nakhon Phanom Province with a statistical significance of 0.05, in line with the set assumptions.

OUTCOME STUDY OF CHINESE LANGUAGE TEACHING AND LEARNING IN PUBLIC SCHOOLS IN BANGKOK

2024-02-27T15:23:14+07:00

This study thoroughly examined the challenges and opportunities associated with Chinese language instruction in public schools in the Bangkok Metropolitan Area. This study aimed to: 1) examine the issues related to Chinese language teaching in public schools in the Bangkok Metropolitan Area, 2) analyze the problems of teaching Chinese in these schools, and 3) provide guidelines for teaching Chinese more effectively to both administrators and learners in the Bangkok Metropolitan Area. This qualitative research utilized in-depth interviews for data collection. The findings revealed that students lacked exposure to Chinese culture and had misunderstandings about it. There was a mismatch in learning strategies between teachers and students. Teachers lacked proper training and teaching methods, and students had limited opportunities to use Chinese in the classroom, leading to ineffective learning outcomes. The analysis grounded in various theories, touched upon aspects like motivation for learning, integration with the Chinese Proficiency Test (HSK), and the suitability of the curriculum. Students struggled to access and deeply understand Chinese culture, affecting their enthusiasm and efficiency in learning the language. Additionally, a discrepancy was found between teachers and students regarding teaching methods and learning strategies, complicating the learning process further. The study recommended several strategies to enhance the teaching and learning of Chinese. These included refining teaching methods, better integrating the educational content with HSK examinations to provide clear, attainable goals for students, facilitating greater access to Chinese culture and society to enrich the learners' experiences, and employing advanced language perception techniques to boost students' understandings and using of Chinese. Implementing these recommendations could lead to more effective Chinese language education, thereby preparing students for greater academic and professional success in a global context.

FACTORS AFFECTING SELF – DIRECTED LEARNING OF PRIMARY SCHOOL TEACHERS IN THE DIGITAL AGE

2024-04-01T16:54:54+07:00

This research aimed to study: 1) the level of factors related to self-directed learning of primary school teachers in the digital age, 2) the level of self-directed learning of primary school teachers in the digital age, and 3) the factors affecting self-directed learning of primary school teachers in the digital age. The sample groups of this research consisted of 353 administrators and teachers of primary school under the jurisdiction of the Pathum Thani Primary Educational Service Area Office, chosen with stratified random sampling. The research instrument used for collecting data was a five-point Likert scale questionnaire with the reliability of .97. The data were analyzed using the statistical analysis of mean, standard deviation, and multiple regression analysis by enter method.

The research results revealed that: 1) the overall mean of the factors related to self-directed learning of primary school teachers in the digital age was at a high level; 2) The overall mean of self-directed learning of primary school teachers in the digital age was at a high level and 3) The factors affecting self-directed learning of primary school teachers in the digital age were self-efficacy, achievement motivation, self-discipline, atmosphere and educational environment, attitude, and self-esteem and acceptance. The factors could predict the level of self-directed learning of primary school teachers in the digital age at 51.90% with a statistical significance level of .05. The equation for predicting factors affecting the self-directed learning of primary teachers in the digital age is = 0.519 + 0.190X₁ + 0.009X₂ + 0.046X₃ + 0.166X₄ + 0.326X₅ + 0.139X₆.