Journal of Liberal Art of Rajamangala University of Technology Suvarnabhumi

THE INTERACTION EFFECTS OF PRICE AND CANCELLATION POLICIES ON ONLINE HOTEL BOOKING INTENTIONS: A BETWEEN-SUBJECTS FACTORIAL EXPERIMENT IN THAILAND

2025-07-08T17:36:13+07:00

This research investigates 1) the interaction effects of pricing strategies and cancellation policies on consumers' online hotel booking intentions and 2) how these factors interact to influence booking intentions. Employing a rigorous experimental design with a two-way ANOVA, the study analyses how individual and combined factors influence consumer behaviour in the online hospitality market. The sample consisted of 510 participants, selected through purposive sampling. Data was collected through a questionnaire using a 2x3 factorial, between-subjects, and analysed using descriptive statistics and Two-way ANOVA. The research results were found as follows:

A significant interaction exists between price and cancellation policies, indicating that flexible cancellation options can boost booking intentions, even at higher prices. The presence of a favourable cancellation policy, such as a full refund for cancellations made at least seven days in advance, significantly increases the likelihood of consumers booking more expensive hotel rooms.

Cancellation policies play a vital role in shaping consumer perceptions of value and reducing perceived risks associated with online hotel bookings, providing hoteliers with a valuable tool to influence booking behaviour.

The findings contribute to the existing literature by offering valuable insights into the decision-making framework of travellers, suggesting that hospitality operators should carefully integrate pricing and cancellation policies to align with consumer preferences. Moreover, this research highlights the importance of understanding the interplay between various factors influencing consumer behaviour, offering strategic implications for marketing and operational practices in the hospitality sector. Future studies are recommended to explore additional variables, such as service quality and brand reputation, to further unravel the complexities of consumer booking intentions in the evolving digital landscape of hotel reservations.

A STUDY OF GUIDELINES FOR INTERPRETATION OF COMMUNITY IDENTITY IN SAMCHUK DISTRICT, SUPHANBURI PROVINCE

2025-06-05T15:44:47+07:00

This article aimed to study the guidelines for interpretation of the community identity in Samchuk District, Suphanburi Province. This research employed a qualitative method. The key informants were residents of Samchuk District, Suphanburi Province. Data were collected through informal interviews, analyzed using content analysis, and described using a descriptive narrative approach.

The research findings revealed that the guidelines for interpreting community identity can be divided into two main aspects: 1) Community identity information: Most existing community identities are rooted in the community’s fundamental culture, particularly its history, including ancient temples that have long been part of the community. As for newly created community identities, many communities have established household-based homestays to support community-based tourism. These new identities have emerged as a means to generate income and provide supplementary earnings. The problems and obstacles found include a lack of interest, shortage of successors, and insufficient budget. 2) Interpretation community identity information: The methods of interpretation can be categorized into two types: human-based services and non-human-based services. All communities utilize both methods in parallel to enhance understanding among both community members and outsiders. There is also a need for adequate media and community-based activities. The problems and obstacles found include a lack of communicators, lack of continuous development, and lack of community participation.

LEADERSHIP COMPONENTS OF LOCAL GOVERNMENT EXECUTIVES IN SONGKHLA PROVINCE

2025-05-30T22:57:10+07:00

This research on the leadership components of the local administrative organization executives in Songkhla Province had the following objectives: 1) to study the leadership components of the local administrative organization executives in Songkhla Province, and 2) to analyze the survey components of the leadership of the local administrative organization executives in Songkhla Province. A mixed-methods research approach was employed using a focus group discussion with 14 leadership experts for the qualitative research and data collection from 204 local administrative organization executives in Songkhla Province for the quantitative research. The research instrument was a questionnaire with a reliability of 0.91. The statistics used for the data analysis included content analysis, frequency, percentage, mean, standard deviation, and survey component analysis. The research results revealed the following findings.

The leadership components of the local administrative organization executives in Songkhla Province consist of five components. The KMO statistical test value was .917, indicating that a total of five leadership components of government executives was sufficient and appropriate to use for the factor analysis statistics due to the KMO value being greater than 0.5.
Based on the results of the factor analysis of the survey of the leadership of local government executives in Songkhla Province, it was found that the five components are good management, vision and efficiency, social responsibility, leadership that emphasizes humanity, and success.

Regarding the number of components and variance of the leadership component variables of the local government executives, when considering the variance of the variables (eigenvalues) equal to 1, it was found that there were five components and that components 1 to 5 could explain the total cumulative variance equal to 60.427%.

ENVIRONMENTAL PERCEPTION AND BEHAVIORAL ATTITUDES ON SOCIAL NORMS AMONG LOCAL FOOD PRODUCT CONSUMERS

2025-06-15T11:20:00+07:00

This article aims to 1) test the goodness-of-fit of a structural equation model that examines the relationships among environmental perception, behavioral attitudes, and social norms of local food consumers; 2) investigate the influence of environmental perception on social norms, and 3) examine the influence of behavioral attitudes on social norms of local food consumers. This research is a quantitative study, employing a questionnaire as a data collection tool from a sample of 228 local food consumers in Kalasin Province, selected through convenience sampling which is a non-probability sampling method. The data was analyzed using descriptive statistics, including frequency and percentage, to describe the general characteristics of the sample. In addition, for testing the research model, inferential statistics were applied, including confirmatory factor analysis to examine the fit of the measurement model and structural equation modeling to assess the causal relationships among variables. The results revealed that the structural equation model showed a good fit with the empirical data, with the fit indices falling within acceptable ranges. Environmental perception and behavioral attitudes had positive and statistically significant influences on social norms. Therefore, this leads to a trend toward more responsible and environmentally conscious consumption of local food products at the community level. In summary, promoting environmental perception and behavioral attitudes toward local food products plays an important role in shaping social norms that support consumption behavior, and consequently, which in turn leads to the development of local products and contributes to the sustainability of local communities in Thailand

COURSE DEVELOPMENT USING ACTIVE LEARNING AND SELF-ORGANIZED LEARNING APPROACHES TO ENHANCE HEALTH TEACHING COMPETENCY OF PRE-SERVICE TEACHERS MAJORING IN EARLY CHILDHOOD EDUCATION IN CHINA

2025-06-14T17:22:21+07:00

The purposes of this research were: 1) to investigate the current situation and needs regarding the health teaching competency of pre-service teachers, and 2) to develop a health education for preschool course using active learning and self-organized learning approaches. The data collection comprised 513 early childhood education practitioners from Sichuan Province, including five experts who participated in the survey, and five experts who assessed the appropriateness of the course. Data were collected through questionnaires, semi-structured interviews, and course evaluation form. The data were analyzed using the mean and standard deviation.

The findings revealed that: 1) there were significant gaps in educational goal-setting, processing of evaluation results, and health information dissemination, and 2) the course consisted of introduction, principles, objectives, course development and implementation steps, teaching plan, assessment, and new course evaluation. The experts’ evaluations showed a high level of appropriateness for the course ( = 4.40, SD = 0.17). The developed course aligned with competency standards and addressed classroom needs, contributing to early childhood teacher education reform in China.

DEVELOPMENT OF AN INSTRUCTIONAL DESIGN MODEL USING BLENDED LEARNING AND COLLABORATIVE LEARNING TO IMPROVE MANDARIN PROFICIENCY IN PRC STUDENTS

2025-06-15T11:27:12+07:00

The purposes of this research were: 1) to create an instructional design model using blended learning and collaborative learning strategies to improve the Mandarin Chinese proficiency of undergraduate students majoring in Primary Education, and 2) to assess the appropriateness of the developed instructional model. This research used a Research and Development (R&D) approach and was conducted in two phases. In Phase 1, data were collected through semi-structured interviews with five Mandarin Chinese experts and five Mandarin Chinese teachers, selected via purposive sampling. Additionally, a questionnaire was distributed to 248 undergraduate students majoring in Primary Education, who had previously studied Mandarin Chinese, to explore their learning problems and needs. Furthermore, 20 students were interviewed using open-ended questions and categorized into three groups based on academic performance: high, medium, and low. The data obtained from both experts and students were analyzed and used to design the preliminary instructional model. In Phase 2, experts who had earned their doctoral degrees and had three years of teaching experience evaluated the model’s content validity using a five-point rating scale to assess appropriateness. All of the instruments used were checked for their relevance according to the IOC.

The results were as follows: 1) In the first phase, the biggest obstacles during the instructional process were the differences of language proficiency among students and the lack of instructional tools like speech laboratories. However, students showed a strong interest in education that includes technology. The model included ten components, and three instructional stages: pre-class, in-class, and after-class. 2) In the second phase, the analysis showed that all IOC values were higher than 1.0, and the overall appropriateness score was high, with an average of 4.05. This means that the instructional model development has a strong potential to effectively enhance the Mandarin Chinese proficiency of undergraduate students.

FACTORS AFFECTING THE SUCCESS OF HUMAN RESOURCE DEVELOPMENT IN THE DIGITAL AGE OF LOCAL GOVERNMENT ORGANIZATIONS: A CASE STUDY OF PETCHABUN PROVINCE

2025-05-06T09:51:45+07:00

This research aimed to 1) study the level of success in human resource development in the digital age of local administrative organizations in Phetchabun Province, 2) investigate the factors affecting the success of human resource development in the digital age of local administrative organizations in Phetchabun Province, and
3) study the recommendations for human resource development in the digital age of local administrative organizations in Phetchabun Province. This research employed
a mixed-methods quantitative approach with data collected from a sample of 340 participants and used structural equation modeling analysis with a ready-made statistical program as well as qualitative research with a field study conducted by in-depth interviews with 16 key informants to confirm the model after the quantitative data analysis.

The research results indicate that the success level of human resource development in the digital age of local administrative organizations in Phetchabun Province is focused on the management of people, giving importance to personnel, emphasizing self-worth, and selecting people who are appropriate based on each individual’s abilities. The factors affecting the success of human resource development in the digital age of local administrative organizations in Phetchabun Province include the importance of government officials acting as good examples and maintaining the image of the government and ethical standards being applied in the work of officials by emphasizing the virtue of government officials. The recommendations for human resource development in the digital age of local administrative organizations in Phetchabun Province are to set guidelines and give importance to budget planning and implementation of plans to enhance capabilities, give importance to personnel development, supervise, monitor and evaluate performance results every quarter, solve problems systematically, and build technological skills.

A MODEL FOR DEVELOPING THE POTENTIAL OF MONKS AS MISSIONARIES IN MODERN SOCIETY IN SATTAHIP DISTRICT, CHONBURI

2025-05-30T23:01:58+07:00

This article aimed to 1) study the potential of monks as missionaries in modern society in Sattahip District, Chonburi Province, 2) to develop the potential of monks as missionaries in modern society in Sattahip District, Chonburi Province, and 3) to present a model for developing the potential of monks as missionaries in modern society in Sattahip District, Chonburi Province, using participatory action research methodology. Data were collected through in-depth interviews, training, and lessons learned from 18 monks/persons. Content analysis was conducted with contextualization using the technique of triangulation. The research results indicated the following: 1) The potential of monks as missionaries in modern society is to promote faith and morality that competes with the digital age that uses online platforms, thereby causing the dissemination of the Dharma in the digital age to be challenging due to distorted information. In contrast, Dharma principles will facilitate the mindful use of technology and the presentation of correct information. 2) Monks as missionaries in Sattahip have developed skills in the use of Facebook, YouTube, and TikTok to disseminate the Dharma by linking Dharma principles with society to reach the new generations and creating easy-to-understand and interesting communication that addresses social issues, promotes unity, and develops the locality through moral activities and applying the concept of loving-kindness to create sustainability. 3) The model for developing the potential of monks as missionaries in Sattahip used an Upskill model to build on the past in order to learn and practice skills in using technology and online media, a Reskill model to adjust to the present and enhance people’s skills in applying the Dharma to their daily lives, and a New Skill model to create new value in the future by using AI and data analysis to create interactive content and multimedia.

ENTREPRENEURS FOR ACCOMMODATION STANDARDS TO ENABLE SUSTAINABLE LONG-STAY TOURISM IN NAKHON NAYOK PROVINCE

2025-05-30T22:20:52+07:00

This article aimed to (1) study the readiness of accommodation operators in Nakhon Nayok Province to meet the service standards for long-stay tourism, and (2) develop preparation guidelines to promote the sustainability of tourism. The research used a qualitative approach. Data were collected through in-depth interviews with 22 operators and stakeholders. To conduct the in-depth interviews, key informants were selected purposively. The research instruments used were semi-structured interviews and content analysis. The results of the research found that operators still lacked sufficient knowledge and understanding of long-term accommodation standards, especially in terms of hygiene, safety, and sustainability. Consequently, the research presented 12 areas of preparation, covering areas including (1) building hygiene and equipment in the building, (2) cleaning equipment to prevent the spread of germs, (3) protection for staff, (4) accommodation environment, (5) reception area, (6) guest rooms, (7) restaurant and cooking area, (8) other additional services, (9) personnel, (10) safety, (11) resource management, environment, and community relations, and (12) operator responsibility, pricing, and identification of various services to build confidence among tourists and sustainably improve service standards.

THE CONFIRMATORY FACTOR ANALYSIS FOR DEVELOPING THE CHAN HUN MODEL “NEW APPROACH, QUALITY APPROACH”

2024-11-22T10:54:59+07:00

The study aims to 1) develop the " New Approach, Quality Approach " model to improve educational management at Chan Hun Bampen School, 2) evaluate the alignment of the " New Approach, Quality Approach " model with empirical data, and
3) present the model as a framework for enhancing the quality of educational management at Chan Hun Bampen School. The sample consists of 300 students from Chan Hun Bampen School, selected through systematic sampling for the 2022 academic year. The research instrument was a questionnaire that demonstrated a reliability coefficient of .893 and item validity ranging from .60 to 1.00. Data were analyzed using mean, standard deviation (S.D.), exploratory factor analysis (EFA), and confirmatory factor analysis (CFA).

The Chan Hun Model, “New Approach, Quality Approach,” for enhancing the education management quality at Chan Hun Bamphen School, has been developed in accordance with empirical evidence. The statistical analysis yields the following results: Chi-Square = 436.704, CMIN/DF = 1.009, DF = 443, P value = .441,

GFI =.920, CFI =.999, TLI =.999, RMSEA = .005, RMR = 0.17, HOELTER = 331, all of which satisfy the established criteria.

The "New Approach, Quality Approach" model for enhancing the quality of educational management at Chan Hun Bampen School consists of four key components: 1) Efficiency of Learning (LE), encompassing 9 variables; 2) Quality of Learning (LQ) 4 variables; 3 Opportunities for Learning (LP), consisting of 5 variables; and 4) Safety Education (LS), including 4 variables for improvement of educational management quality at Chan Hun Bampen School.

THE DEVELOPMENT OF THAI COMMUNICATION SKILLS AMONG INTERNATIONAL STUDENTS AT RAJAMANGALA UNIVERSITY OF TECHNOLOGY

2025-05-30T22:28:09+07:00

This study aimed to (1) identify effective methods for enhancing the Thai language communication skills of international students at Rajamangala University of Technology (RMUT), (2) develop extracurricular activities to support these skills, and (3) evaluate the effectiveness of the developed activities. A mixed-methods approach was employed with a sample of 42 participants, including instructors and international students. Research instruments included interviews and opinion questionnaires related to the supplementary activities, with a high overall reliability coefficient (α = 0.969). Data were analyzed using frequency, percentage, mean, and standard deviation.

The findings revealed the following. First, effective teaching strategies emphasized the development of speaking and listening skills, the use of quality instructional materials, the application of educational psychology principles, contextually appropriate lesson planning, professional teaching commitment, and purposeful integration of technology. Second, five extracurricular activities were developed: Listening with Ears Wide Open (listening), Joyful Chatter (speaking), Focused Vision (reading), Expressive Writing (writing), and Integrated Skill Harmony (skill integration). Third, focus group feedback confirmed the appropriateness of all activities, and post-activity assessments indicated a significant improvement in students’ Thai communication skills, with a statistical significance level of .05. Furthermore, student satisfaction with the activities exceeded the benchmark score of 3.51, also with statistical significance at the .05 level.

THE APPLICATION OF THE KING’S SCIENCE AND LOCAL WISDOM FOR DEVELOPING LEARNING INNOVATIONS OF PRIMARY SCHOOL STUDENTS THROUGH PARTICIPATION AND MENTORSHIP

2025-08-02T10:44:45+07:00

The objectives of this research were to: 1) study and synthesize approaches to collaboratively developing learning innovations through participation and academic mentoring, 2) jointly develop learning innovations, 3) examine the results of collaborative implementation of learning innovations, and 4) evaluate and extract lessons learned from the collaborative implementation of such innovations. The target schools included 17 primary schools, involving school administrators and teachers from Grades 1–6 who participated in the collaborative development process. The research findings revealed that: 1) the approach to collaborative development of learning innovations was based on the analysis and application of research results, integrating the King’s Philosophy to enhance the quality of education. The schools expressed a need for development in reading and writing due to the challenges posed by the COVID-19 pandemic. 2) The outcomes of the co-development of learning innovations were categorized as follows: 2.1) The innovation in educational administration, both in terms of development and implementation, was at a moderate level of quality,
2.2) innovations for enhancing teaching and learning in reading and writing were of high quality, 2.3) information technology systems were of good quality, and 2.4 assessment and evaluation innovations were also of good quality. 3) The outcomes of collaborative implementation of learning innovations were as follows: 3.1) school administrators utilized administrative innovations at a moderate level on average, 3.2) teachers applied instructional innovations for reading and writing at a high level on average, 3.3) users of the information technology system expressed a high level of satisfaction on average, and 3.4) schools had assessment innovations that included a test bank for students at all grade levels. 4) The evaluation and lesson-learning process indicated that the innovation implementation system and mechanisms were appropriate for school development. ...

ENHANCING THE POWER OF VOLUNTEER NETWORKS TO IMPROVE THE QUALITY OF LIFE IN THE BUDDHIST WAY FOR THE ELDERLY IN KRATHUM BAEN DISTRICT, SAMUT SAKHON PROVINCE

2025-07-25T14:15:52+07:00

This study utilized a participatory action research approach to explore concepts for improving the quality of life in the Buddhist way for the elderly and empowering volunteer networks to improve their quality of life. The research was carried out in Krathum Baen District, Samut Sakhon Province. Data were collected through interviews and workshops with 20 key informants. Content analysis was conducted using triangulation techniques. The findings revealed three points. First, improving the quality of life for the elderly in the Buddhist way could be achieved by developing a manual on improving quality of life in terms of health promotion, aging deceleration, and extension of life, to include using the Buddhist way for volunteers to reflect the relationship between training and quality of life changes through learning activities involving the participation of volunteer networks. This resulted in inspiration and the creation of knowledge covering multiple dimensions, including health, religious activities, technology, and communication with the elderly. Second, empowering volunteer networks to improve the quality of life for the elderly in the Buddhist way could be achieved by volunteer leaders participating in training activities, transforming the roles of trainees from recipients of knowledge to practitioners. Last, the model for empowering volunteer networks to improve the quality of life for the elderly in the Buddhist way was designed to care for and develop the quality of life for the elderly. The results included better overall health for the elderly, increased communication and more time together in families and communities, increased adaptability and confidence in using technology, and a stronger volunteer network, serving as a long-term support base for the elderly. Additionally, the creation of occupational groups should provide additional income, resulting in cooperation in systematic care for the elderly.

CUSTOMER SATISFACTION AND CUSTOMER LOYALTY TOWARD LOW-COST AIRLINES IN THAILAND THROUGH SERVICE QUALITY AND AIRLINE IMAGE

2025-06-14T17:16:46+07:00

This research studied customer loyalty and customer satisfaction through three variables, namely service quality, airline pricing, and airline image. The study aimed to 1) examine the influence of service quality on customer satisfaction leading to customer loyalty, 2) examine the influence of airline pricing on customer satisfaction leading to customer loyalty, and 3) examine the influence of airline image on customer satisfaction leading to customer loyalty toward low-cost airlines in Thailand. The sample group of this research consisted of 466 customers who had an experience of using low-cost airline services in Thailand at least once by responding the questionnaire. The route taken by these passengers included: international flights departing from Thailand, international flights arriving in Thailand, and domestic flights within the country. The results indicated that service quality and airline images had a significant positive effect on customer satisfaction and customer loyalty. Customers will be satisfied and become loyal customers when they receive good service, and the airline has a good image in the customer’s mind. However, airline pricing was found to have no significant effect on customer satisfaction or loyalty. This might be because low-cost airline customers understand that the low-cost airline ticket is cheaper than a normal full-service airline and therefore do not expect luxury service. Nevertheless, reasonable and efficient service must be performed and served the customer; otherwise, this could cause problems and may lead to customer dissatisfaction.