Journal of Liberal Art of Rajamangala University of Technology Suvarnabhumi

SATISFACTION WITH THE SERVICE OF THE THAI RIVERSIDE RESTAURANT AT CHAKRABONGSE PALACE TOWARDS THE LOYALTY OF FOREIGN TOURISTS

2024-09-05T08:43:14+07:00

This research aimed 1) to study the behavior of foreign tourists visiting the Thai riverside restaurant at Chakrabongse Palace, 2) to study the level of satisfaction among foreign tourists who visit the Thai waterfront restaurants at Chakrabongse Palace, and 3) to study the level of satisfaction with the service by the Thai riverside restaurant at Chakrabongse Palace and its impact on the loyalty of foreign tourists. This research used a quantitative research design. The tools used to collect data included questionnaires. The statistics used for data analysis included frequency, percentage, mean, standard deviation, and multiple regression analysis. The research results found that:

1) Service behavior of most foreign tourists visiting for the first time with their loved ones made their own decisions and had about 3 - 5 people per table. They usually visited during public holidays from 6:00 p.m. - 8:00 p.m., and the meal duration was approximately 3 - 4 hours. The purpose was usually entertainment/relaxation. They expressed a desire for the waterfront atmosphere and liked to eat royal food. Sources of information included online media such as Facebook and Line.

2) The satisfaction of foreign tourists towards using the services of the riverside Thai restaurant at Chakrabongse Palace was at the highest level overall. When considering each aspect, it was found that Thai service had the highest average value, followed by perceived value of products and services, Thai food products, service process, and the physical characteristics of the riverside Thai restaurants, respectively.

3) Satisfaction: Perceived value of products and services influenced loyalty in returning to use the services of the riverside Thai restaurant at Chakrabongse Palace with statistical significance at the 0.05 level.

A COMPARATIVE STUDY OF PEOPLE’S EXERCISE BEHAVIOR IN SONGKHLA PROVINCE

2024-10-26T15:48:50+07:00

This research was to study and compare the exercise behavior of people in Songkhla province. The research objectives were to 1) study the exercise behavior of the people in Songkhla Province and 2) compare the exercise behavior of the people in Songkhla Province. This research was quantitative research. The tools used to collect data were questionnaires. The statistics used to collect data were to analyze the exercise behavior of people in Songkhla Province by distributing frequency, percentage, mean, and standard deviation. The differences in exercise behavior of people in Songkhla Province were compared by variables using T-test, F-test, and one-way ANOVA. The sample group in the study was people in Songkhla Province. Simple random sampling technique which the researcher set the error level to be 0.05 was used, resulting in a sample of 400 people.

The results of the research showed that the exercise behavior of people, which was the highest, is choosing the type of exercise that was appropriate for the health status of the age ( = 4.05, S.D. = .941), followed by wearing clothes such as shirts, pants, and shoes that were suitable for exercise ( = 3.97, S.D. = .952), the least is regular exercise ( = 3.28, S.D. = 1.038). The factor that affects the exercise behavior of people in Songkhla Province the most is the exercise knowledge factor. Personal factors that affect exercise behavior include gender, age, education level, and body mass index. Income and occupation do not affect exercise behavior. There are 5 predictive variables that can predict exercise behavior of people in Songkhla Province: exercise knowledge factor, perceived benefits of exercise factor, location and facilities factor, perceived health status factor, and support from people around. All 5 variables can explain the exercise behavior of people, accounting for 90.5%.

DEVELOPMENT OF FACTORS AND INDICATORS OF LEARNING MANAGEMENT DESIGN ABILITY FOR ELEMENTARY EDUCATION STUDENT TEACHERS

2024-10-28T13:51:57+07:00

This article aimed to study: 1) the development of elements and indicators of design capability in learning management for students majoring in Elementary Education, and 2) to assess the appropriateness of the components and indicators of the ability to design learning management for students majoring in Elementary Education. This research was a qualitative study. The target group for the research consisted of 7 participants, obtained through specific selection, including educators with Doctor of Philosophy degrees in Curriculum and Instruction (5 people) with work experience of not less than 5 years, and teachers teaching at the Elementary level and instructing students in the field of Elementary Education (2 people), who graduated with qualifications and have teaching experience of not less than 5 years. The research instruments were: 1) a semi-structured interview, and 2) an assessment of the appropriateness and consistency of the learning design abilities of students majoring in Elementary Education. Data were analyzed by content analysis.

The results of the research revealed that: 1. The components and indicators for the ability to design learning management for students majoring in Elementary Education consisted of 5 elements and 23 indicators as follows: (1) components for determining content had 3 indicators, (2) Components for determining learning objectives had 3 indicators, (3) Components for selecting and specifying learning activities included 7 indicators, (4) Components for selecting teaching media contained 5 indicators, and (5) Components for determining measurement and evaluation guidelines comprised 5 indicators. (2) The components and indicators for learning management design ability of students majoring in Elementary Education are assessed as highly appropriate, and the elements and indicators are consistent with each other.

THE DEVELOPMENT OF PERFORMANCE EFFICIENCY OF AUGMENTED REALITY TECHNOLOGY FOR TOURIST ATTRACTIONS IN THE WELLNESS TOURISM ROUTE, RANONG PROVINCE

2024-10-13T13:52:24+07:00

This article aimed to 1) develop augmented reality technology for tourist attractions in the wellness tourism route, Ranong Province, to enhance the tourists’ awareness through the use of augmented reality technology, 2) evaluate the level of acceptance of augmented reality technology in the wellness tourism route, Ranong Province, and 3) distribute information and augmented reality technology to the tourist attraction owners. The study employed 1) the augmented reality technology of tourist attractions in Ranong wellness tourism, 2) the augmented reality technology quality survey, 3) the augmented reality technology satisfaction survey, and 4) the knowledge achievement test. Using Taro Yamane's formula, a sample of 400 tourists was selected from the population of tourists who visited Ranong.

1) The three media outlets evaluated the quality of augmented reality technology. The average rating for specialists was at 4.53, marking the highest level and surpassing the established criteria. 2) The overall satisfaction of a sample of four hundred tourists who experienced augmented reality technology was exceptionally high, with an average rating of 4.50. 3) The achievement results of tourist attraction owners before and after training were at 13.33, surpassing the pre-training results and meeting the statistically significant 0.1 threshold. This indicated that augmented reality technology had the potential to motivate and influence the acceptance of wellness tourism among Ranong tourists.

DIGITAL LEADERSHIP AND ESG MANAGEMENT AFFECTING ORGANIZATIONAL PERFORMANCE OF FOOD INDUSTRY IN SAMUT SAKHON

2024-12-02T21:12:50+07:00

The objectives of this research were 1) to investigate the correlation among digital leadership, ESG management and organizational performance of food industry in Samut Sakhon, 2) to investigate the effects of digital leadership and ESG management on organizational performance of food industry in Samut Sakhon. The research was quantitative. The questionnaire was used as the tool for data collection from 181 executives from the food industry in Samut Sakhon. Data analysis employed descriptive statistics, including the mean and standard deviation, as well as inferential statistics such as Pearson correlation analysis and multiple regression analysis. The research results were found as follows;

1) The mean of digital leadership was at a high level (x̅ = 3.81). The mean of ESG management in the environmental aspect was at a high level (x̅ = 3.83). The mean of ESG management in the social aspect was at a high level (x̅ = 3.81). The mean of ESG management in the governance aspect was at a high level (x̅ = 3.91). The mean of organizational performance was at a high level (x̅ = 3.97).

2) Digital leadership had a significant positive correlation with organizational performance of food industry in Samut Sakhon at 0.01 level. ESG management had a significant positive correlation with organizational performance at 0.01 level as well. The correlation coefficient for digital leadership, ESG management in the social, governance and environmental aspects were 0.580, 0.565, 0.542 and 0.500 respectively.

3) Digital leadership had a positive effect on organizational performance (beta = 0.317) and ESG management in the social aspect had a positive effect on organizational performance of food industry in Samut Sakhon (beta = 0.261).

FACTORS AFFECTING PERFORMANCE OF FINANCIAL AND ACCOUNTING PRACTITIONERS ACCORDING TO THE GOVERNMENT ACCOUNTING ACCOUNT STANDARDS IN LOCAL ADMINISTRATIVE ORGANIZATIONS IN THE UPPER NORTHERN REGIONS

2024-11-02T19:12:15+07:00

This research aims to: 1) examine the relationship between the understanding of government accounting standards and the job performance of finance and accounting practitioners in local government organizations in upper northern Thailand, and 2) investigate the influence of organizational incentives on the job performance of finance and accounting practitioners adhering to government accounting standards in these organizations. This quantitative research employed a questionnaire as the data collection instrument. The sample consists of financial and accounting personnel working according to public sector accounting standards in local administrative organizations in the northern upper region. A purposive sampling method was employed to select 248 participants. Data analysis involved frequency, percentage, and multiple regression analysis to test the hypotheses.

The findings revealed that the participants had a high level of understanding of their work (84.82%), a very high level of organizational incentives, and a high level of performance in finance and accounting tasks. Correlation analysis indicated a positive relationship between both accounting standards knowledge (in terms of accounting and financial reporting) and job performance. Additionally, there was a negative correlation between working conditions and rewards/benefits incentives and job performance. Therefore, organizations should prioritize enhancing employees' understanding of their work and implementing effective incentive programs to improve overall organizational performance.

PROCESS AND APPROACHES FOR INTEGRATING MATHEMATICAL LITERACY WITH AYUTTHAYA WORLD HERITAGE LEARNING FOR ELEMENTARY STUDENTS: PERSPECTIVES FROM EXPERTS

2024-12-02T21:02:51+07:00

This research aimed (1) to study the process of integrating mathematical literacy with Ayutthaya World Heritage learning for elementary school students, and (2) to examine approaches for integrating mathematical literacy with Ayutthaya World Heritage learning. This qualitative study used in-depth interviews with 10 key informants, including 5 experts in educational management and mathematical literacy, and 5 experts in Ayutthaya history and World Heritage. The research instrument was a semi-structured interview, and data were analyzed using content analysis.

The findings showed that (1) the process of integrating mathematical literacy with Ayutthaya World Heritage learning for elementary school students operates at three levels. First, the educational district level plays a role as an intermediary, adapting policies to the local context. Second, the school level plays a role in designing integrated learning units. Finally, the classroom level designs learning activities that integrate mathematics with Ayutthaya World Heritage. The findings also showed that (2) the approaches to integrating mathematical literacy with Ayutthaya World Heritage learning for elementary students can be implemented across four key dimensions, comprising 1) content integration, which combines mathematical literacy with Ayutthaya World Heritage, focusing on mathematical process skills as the core, 2) contextual integration, which uses the environment and context of Ayutthaya World Heritage as the foundation for organizing learning to develop mathematical literacy, helping students see connections between mathematics and the real world, 3) methodological integration, which uses proactive teaching techniques that combine mathematics and historical learning, promoting analytical thinking and problem-solving skills, and 4) practical integration, which involves activities and projects that enable students to engage in hands-on learning by integrating mathematical literacy with Ayutthaya World Heritage.

LANGUAGE STRATEGIES AND IDEOLOGY IN THE VISIONS OF DEMONSTRATION SCHOOL IN MINISTRY OF HIGHER EDUCATION, SCIENCE, RESEARCH AND INNOVATION

2024-12-05T11:44:32+07:00

Critical discourse analysis is an approach to studying the relationships between language texts, discourse, and ideology. This article investigates the linguistic strategies used to convey ideologies presented in the vision statements of demonstration schools under the Ministry of Higher Education, Science, Research, and Innovation Thailand. The research adopted a qualitative approach, employing the framework of critical discourse analysis to provide an in-depth understanding. Data were collected from the vision statements of 106 demonstration schools, published on their official websites, spanning the period from 2022 to 2024 and analyzed through interpretative summary analysis.

The findings revealed that the linguistic strategies employed in the vision statements of demonstration schools can be categorized into two primary strategies: vocabulary and references. In terms of discourse practice, it was found that school administrators play a crucial role in driving the production and dissemination of the vision statements, which were subsequently passed on to teachers, staff, students, and parents through public communication channels. These linguistic strategies convey five key ideologies: the ideology of being a leading school, the ideology of being an innovative school that fosters innovators, the ideology of being a school focused on research and the development of learning management, the ideology of developing desirable traits in students, and the ideology of being a learning institution that contributes to teacher professional development. In terms of socio-cultural practices, it was found that educational reform, societal expectations for being good citizens and global citizens, the application of the King’s philosophy, the status as a demonstration school under Rajabhat University, and the framework for 21^st century learning have influenced the production of vision texts. Analyzing the vision statements of demonstration schools revealed the hidden ideologies underlying language use.

DEVELOPING COMPETENCY LEARNING IN THE 21st CENTURY THROUGH MINDFULNESS-BASED LEARNING OF STUDENTS IN NAKHON PATHOM PROVINCE

2024-12-05T11:50:40+07:00

The objectives of this research were: 1) to study the need for developing learning competencies in the 21^st century, 2) to study the components of learning competencies in the 21^st century by using mindfulness-based learning, 3) to develop learning management processes to enhance learning competencies in the 21^st century by using mindfulness-based learning, and 4) to evaluate and propose learning management processes to enhance learning competencies in the 21^st century by using mindfulness-based learning of students in Nakhon Pathom. The sample group consisted of 503 students in Nakhon Pathom and six experts, a mixed methods research approach was used, and the tools in this research comprised a questionnaire, a plan evaluation form, an interview form, and a learning management competency evaluation form. Statistics used included percentages, mean, and standard deviation. Based on the research, the following results were found. 1) Most of the sample group want to have their learning competencies developed in the 21^st century, sorted by average as follows: 1. Students want to develop goals or future visions in their own lives that reflect what they eventually want to be (PNI=3.39), and 2. Students want to develop self-esteem when pursuing their goals and being successful (PNI=3.36). 2) The four components of the learning competencies of students in Nakhon Pathom Province, which represent an internal change starting with oneself as a self-management competency, consist of self-esteem, having goals in life, managing emotions and stress, and managing problems and crises. 3) The learning management process using mindfulness-based learning implementing the threefold training for the learning management process was divided into three phases as follows: cultivating mindfulness and concentration before class, cultivating mindfulness and concentration during class, and cultivating mindfulness and concentration after studying. and 4) The results of the evaluation and proposal of a learning management process...

ENGLISH TO THAI TRANSLATION STRATEGIES FOR CULTURE-SPECIFIC TERMS AND TRANSLATION IDEOLOGY FROM NETFLIX’S ‘THE WITCHER’ SERIES

2024-12-23T20:39:56+07:00

Translation of culture-specific terms (CSTs) always presents unique challenges for translators striving to balance authenticity and accessibility, particularly in fantasy genres rich with unique cultural and mythical elements. This study aimed to investigate the translation strategies and ideological approaches used to convey culture-specific terms (CSTs) from English to Thai in the Netflix series ‘The Witcher’. Through a mixed-methods approach, data were gathered and systematically categorized across 24 episodes from 3 seasons to highlight the distribution and application of specific translation strategies. The data were collected using a data collection sheet adapted from previous studies. The findings were presented in tables illustrating occurrence, frequency, percentage, and descriptive explanations of the terms were provided. The findings revealed that 220 instances of CSTs were identified in four categories, namely Ecological Terms, Social Culture, Organizations, Customs, Activities, Procedures, and Concepts, and Material Culture. Moreover, six translation strategies were identified. In the data, transference, a foreignization strategy, was the most frequently employed to preserve the authentic cultural and mythical elements of the series. In contrast, domestication strategies, including literal translation, paraphrasing, and cultural equivalents, were applied to enhance accessibility for Thai audiences. In addition, the study found that a combination of foreignization and domestication strategies was used to balance cultural element words in fantasy genres that rely on audience immersion. This study added nuances to the field of translation studies by demonstrating how translators adapt CSTs to maintain narrative integrity and contemporary audiences are increasingly receptive to foreign cultural elements.

FACTORS INFLUENCING THE PURCHASE INTENTION OF THE BUBBLE MILK TEA CUSTOMERS IN BANGKOK, THAILAND

2024-12-13T23:54:31+07:00

Bubble milk tea is a popular drink originally from Taiwan. This beloved beverage has become widely popular in Thailand. Nowadays, bubble milk tea shops can be found almost everywhere, whether in big cities or even small towns in rural areas. However, there are various types of bubble milk tea, some of which are very affordable, while others are as expensive as premium coffee brands. This research employed structural equation modeling (SEM) to analyze the relationships among key factors contributing to the success of the bubble milk tea business, namely price awareness, customer attitude, customer experience, purchasing intention, and buying behavior. A sample group in this study was 546 bubble milk tea customers in Bangkok who agreed to answer the questionnaire. A purposive sampling method was applied to select and screen respondents. The results showed that price awareness and customer experience significantly influenced both purchasing intention and buying behavior. Customer attitude also affected purchasing intention and buying behavior in the lower level. Finally, this study suggests that business owners enhance their price awareness strategies and offer richer experiences to customers, while also fostering a positive customer attitude toward the brand, as this can create greater opportunities for long-term success.

TOURIST BEHAVIOR TOWARD LESS VISITED AREA IN THE EASTERN REGION AFTER THE COVID-19 PANDEMIC

2025-01-01T15:16:48+07:00

This article aims to study 1) Tourist behaviors toward Less Visited Area in the Eastern Region after the COVID-19 pandemic; 2) Examine the marketing components of tourism in Less Visited Area in the Eastern Region and 3) Analyze the demographic characteristics that influence tourist behaviors toward Less Visited Area in the Eastern Region after the COVID-19 pandemic. The sample group for this research consists of 328 Thai tourists who traveled to Chanthaburi, Trat, and Prachinburi provinces. Data were collected through questionnaires and analyzed using both descriptive and inferential statistics. The research findings revealed as following: 1) Most tourists traveled by private car for leisure trips with their families during weekends. The average expenditure per trip was 8,872.41 baht, an average accommodation cost of 1,472.71 baht per night. The average planning time for trips was 13.71 days; 2) Key tourism components of tourism in Less Visited Area in the Eastern Region include: a variety of accommodation options, reasonable food and beverage costs, convenience in contacting and booking accommodations, readily available information and reviews about attractions across various platforms, friendly and hospitable locals, and high standards of accommodation services, all these factors were rated highly by tourists and 3) Differences in demographic factors such as gender, age, monthly income, highest education level, occupation, and region significantly influenced tourist behavior toward Less Visited Area in the Eastern Region after the COVID-19 pandemic. These findings provide the guideline for developing effective marketing strategies, enhancing tourist attractions by leveraging the province's potential and designing tourism activities that align with changing tourist behaviors.

THE POTENTIAL OF COMMUNITIES FOR DEVELOPING CREATIVE TOURISM IN UTHAI THANI PROVINCE

2025-01-09T13:53:28+07:00

The objectives of this research were to 1) explore the cultural capital and local wisdom of communities in Uthai Thani Province, 2) assess the potential of communities in developing creative tourism destinations in Uthai Thani Province, and 3) propose guidelines for the development of creative tourism in Uthai Thani Province. The researcher used a mixed-methods approach through community potential assessments and semi-structured interviews. The key informants were stakeholders involved in tourism, government agencies, and the private sector. Data analysis was achieved from concepts, theories, documents, academic articles, and research related to tourism.

The research results found that the potential of tourist attractions for the development of creative tourism involved three main tourist attractions. Tourist attractions can be classified into two groups according to their potential level, comprising tourist attractions with very high potential (one location), namely Ban Tha Pho, Nong Kha Yang District, and tourist attractions with high potential (two locations), namely Ban Sa Nam, Ban Rai District, and Ban Rong Nam Khaeng, Mueang District.

This study presents creative tourism activities and basic models for creative tourism development by considering the strengths of tourist attractions and the potential of tourist attractions to be developed into creative tourism destinations in the future, including tourism networks in the Uthai Thani Province area. Further, three activities exist that can create different creative travel experiences: 1) learning the Sakae Krang way through the geographic indications of Ban Rong Nam Khaeng, Mueang District; 2) learning about folk songs, local arts, and culture in Ban Tha Pho, Nong Kha Yang District, and 3) learning the way of life among the Lao Khrang ethnic group through food and handicrafts in Ban Sa Nam, Ban Rai District.

THE DEVELOPMENT OF CRISIS LEADERSHIP INDICATORS FOR SECONDARY SCHOOL ADMINISTRATORS UNDER THE OFFICE OF THE BASIC EDUCATION COMMISSION

2025-01-18T14:17:09+07:00

This article aimed to (1) study of crisis leadership indicators for secondary school administrators under the Office of the Basic Education Commission, (2) examine the consistency of crisis leadership indicators of secondary school administrators under the Office of the Basic Education Commission with empirical data, and (3) present of an evaluation method for crisis leadership of secondary school administrators under the Office of the Basic Education Commission based on the developed indicators. The sample consisted of 400 school administrators under the Office of the Basic Education Commission, selected through purposive sampling. The instruments for collecting data were interviews, questionnaires, and suitability evaluation forms. Data were analyzed using descriptive statistics, including percentage, mean, standard deviation, and confirmatory factor analysis. The research results were as follows: 1) crisis leadership indicators for secondary school administrators under the Office of the Basic Education Commission comprised 7 components and 15 indicators as follows: (1) problem identification, consisting of 2 indicators, (2) communication, consisting of 2 indicators, (3) adaptation, consisting of 2 indicators, (4) crisis reversal, consisting of 2 indicators, (5) consultation, consisting of 3 indicators, (6) empowerment, consisting of 2 indicators, and (7) innovation development, consisting of 2 indicators. 2) The confirmatory factor analysis indicated that the crisis leadership indicator model of secondary school administrators under the Office of the Basic Education Commission was consistent with empirical data. 3) The proposed guidelines for evaluating indicators of leadership in crisis situations for secondary school administrators under the Office of the Basic Education Commission, based on the developed indicators, were found to be highly appropriate.

THE DEVELOPMENT OF CRITICAL THINKING CORE COMPETENCY FOR PRE-SERVICE TEACHERS BY USING INTEGRATION ACTIVITY PACKAGES WITH INTERDISCIPLINARY APPROACH IN MOOCS OPEN SYSTEM

2025-01-01T15:28:01+07:00

Nowadays, digital technology plays an important role in education. Open online learning systems (MOOCs) have become an important option to support the development of learners' learning and critical thinking skills. This article aimed to
1) design and create an integrated activity set through an interdisciplinary approach in an open online system (MOOCs) to enhance the critical thinking competence of student teachers, 2) evaluate the effectiveness of this interdisciplinary online activity set, and 3) examine the effects of using the MOOCs-integrated activity set on the critical thinking competence of student teachers. The sample group consisted of student teachers from Phranakhon Rajabhat University in the first semester of the 2022 academic year, selected through multi-stage sampling. The experimental group, consisting of 30 students, engaged with the interdisciplinary activity set via MOOCs, while the control group of 30 students used a different set of activities that did not use the interdisciplinary activity set via MOOCs. Data analysis employed mean, standard deviation, and dependent and independent t-tests.

The findings showed that: 1) The interdisciplinary activity set in MOOCs format exceeded the established effectiveness criteria (76.12/77.31, higher than the 75/75 benchmark), with an effectiveness index of 0.6077 or 60.77%, surpassing the target threshold of 50%. 2) The experimental group demonstrated significantly higher critical thinking competence after the intervention at the 0.05 level, while the control group showed no statistically significant difference before and after the intervention at the same significance level. 3) Comparing the post-test results between the experimental and control groups, the experimental group exhibited significantly higher critical thinking competence than the control group at the 0.05 significance level. These findings suggested that the interdisciplinary approach, combined with MOOCs, effectively supports the development of critical thinking skills.