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

Nipaporn Sangsawang — 2025-11-27

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

Jakkawee Suetrong — 2025-11-27

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

Ekarach Maliwan — 2025-11-27

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

Sukanya Dumanguppama — 2025-11-27

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

Yanpeng Niu — 2025-11-27

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

Biyuan Ma — 2025-11-27

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

Dennarong Thamma — 2025-11-27

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

Phrakru Paladwinai Theerapanyo — 2025-11-27

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

Varinnar Siripooththilak — 2025-11-27

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”

Aroonroj Baankrong — 2025-11-27

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

Yutthapoom Suwannavej — 2025-11-27

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

Karanphon Wiwanthamongkon — 2025-11-27

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

Phrakhru Palad Somsak Thanawongso — 2025-11-27

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

Napath Deemark — 2025-11-27

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.

PERCEPTION OF DEVELOPING DIGITAL MARKETING STRATEGIES FOR COMMUNITY-BASED TOURISM IN KOH KRET, NONTHABURI PROVINCE

๋Jong Saesong — 2025-12-08

This research aimed to 1) study the perception of tourism potential for digital marketing development of Koh Kret community 2) study the perception of factors affecting digital marketing of Koh Kret community and 3) study the perception of propose a guideline for the development of digital marketing for tourism in Koh Kret community by using mixed research. The sample for Quantitative research consisted of 400 tourists chosen by simple sampling. The research instrument was a satisfaction assessment form. The statistics used were percentage, mean, and standard deviation. Qualitative research had the key informants as 10 local experts, 10 community leaders, 20 farmers and occupational groups, 10 citizens, and 5 government agencies. The tools used were indepth interviews, focus group discussions, and large group meetings. The quantitative research results found that: Perceived tourism potential Accessibility = 4.219, Attractiveness = 4.068, Activities = 3.748, Perceived online marketing mix factors, Products = 3.58, Price = 4.14 and Personal service = 3.28. The qualitative research results found that Koh Kret has the potential to access, has attractions, accommodations, facilities, and activities as strengths, has tangible products that meet the needs of buyers on social media, maintains privacy and good value for money, has communication on social media such as TikTok, Facebook pages to creates relationships between products and buyers, creates loyalty to products that saves long-term costs in purchasing products as well as be trustworthy and also has a website that is ranked quickly on search engines to increases brand awareness and sales on attraction marketing that is good value for money and sustainability and become known to tourists.

DEVELOPMENT OF EDUCATIONAL INSTITUTION ADMINISTRATION MODELS BANNONGTAPHON MITTRAPAB NO.5TH MUNICIPAL SCHOOL, TOWARDS BECOMING A HAPPY ORGANIZATION

Thitimaporn Choksumritpon — 2025-12-08

This article aimed to 1) study of the current conditions and problems, 2) develop a school administration model and 3) evaluate the appropriateness and feasibility of the school administration model for Bannongtaphon Mittrapab No.5^th municipal school, towards becoming a happy organization. This study was a research and development (R & D) study which the target groups were 30 school administrators and teachers, 10 school committee members and community representatives, 5 experts, and 200 students. The tools used consisted of interview forms, questionnaires, and an assessment form for evaluating appropriateness and feasibility. The statistics used included content analysis, mean, percentage, and standard deviation. The research results were found as follows; 1) The school had an environment that supported learning, but it lacked media, innovation, and creative spaces. There was also a lack of a clear monitoring system, and community participation was not widespread. The main issues were insufficient staff and a limited budget. Therefore, it was necessary to develop personnel, build collaborative networks, and promote a concrete culture of happiness within the organization, 2) The school administration model of Bannongtaphon Mittrapab No.5^th municipal school towards becoming a happy organization consisted of five components: (1) principles of the model (2) objectives of the model (3) system and mechanisms of the model: (3.1) supportive environment (3.2) meaningful learning
(3.3) inspiration & innovation (3.4) love and care and (3.5) engagement (4) model evaluation, and (5) success conditions for implementing the model; 3) The assessment of the appropriateness of the learning model revealed that, in overall, it was at a high level ( = 4.06, = .187) and the feasibility was also at a high level ( = 4.20, = .168).

ROLES OF SCHOOL ADMINISTRATORS AND INNOVATOR CHARACTERISTICS OF TEACHERS UNDER THE NAKHON NAYOK PRIMARY EDUCATIONAL SERVICE AREA OFFICE

Benjamas Tiabkaew — 2025-12-08

The purposes of this research were to study: 1) the level of school
administrators’ roles, 2) the level of teachers’ innovator characteristics, and 3) the relationship between roles of school administrators and innovator characteristics of teacher under the Nakhon Nayok Primary Educational Service Area office. The sample group of this research consisted of 316 teachers under the Nakhon Nayok Primary Educational Service Area Office who were selected through stratified random sampling method by district and simple random sampling based on the population proportion in each district. The research instrument for data collection was a 5-level rating scale questionnaire with the reliability coefficient of 0.977. The statistical used for data analysis included mean, standard deviation and Pearson’s Correlation Coefficient.

The research results revealed that: 1) the overall level of school administrators’ roles was at a high level ( = 4.28, SD. = 0.62). Promoting was rated at the highest average ( 4.37, SD = 0.57) whereas decision making and problem solving was rated at the lowest average ( 4.19, SD. = 0.79). 2) The overall level of teachers’ innovator characteristics was at a high level ( 4.34, SD. = 0.45). The networking was rated at the highest average ( = 4.43, SD. = 0.50) whereas questioning was rated at the lowest average ( = 4.29, SD. = 0.53). 3) There was a high positive correlation (r = 0.649) between school administrators’ roles and teachers’ innovator characteristics under the Nakhon Nayok Primary Educational Service Area office with statistical significance at the .01 level.

DEVELOPING AN ECO-FRIENDLY CREATIVE TOURISM STRATEGY: A CASE STUDY OF THE THREE-RELIGION, THREE-RIVER COMMUNITY, PHRA NAKHON SI AYUTTHAYA

Nonthalee Boonthad Karoonyasiri — 2025-12-08

This study investigated the tourism context of a community in Phra Nakhon Si Ayutthaya, uniquely characterized by its heritage of three coexisting religions along three waterways. The primary objectives were to examine the tourism environment in the area, analyze its current conditions, and formulate an environmentally friendly strategy for creative tourism development. A qualitative research methodology was employed for this investigation. The study was conducted in the Khlong Takhian and Samphao Lom sub-districts, with participants selected through purposive sampling. Data collection involved a combination of in-depth interviews, observation, and document analysis. To ensure the reliability of the findings, a triangulation method was used for quality control. The collected data were analyzed using content analysis, guided by the 7Gs Green Tourism framework, which includes principles such as “Green Community” and “Green Responsibility”. A SWOT analysis was then performed to assess the potential of the community, followed by a TOWS Matrix analysis to synthesize the findings into actionable strategies.

The results indicate that the community possesses substantial cultural and social capital that aligns well with the principles of Green Tourism. The SWOT analysis highlighted significant strengths, particularly in its strong sense of community and social responsibility. However, a critical weakness was identified in management, stemming from a lack of knowledge in modern tourism practices and the absence of a unified organizational structure. Consequently, seven development strategies were proposed. These strategies focus on leveraging the cultural strengths of the community to create market opportunities. Simultaneously, they aim to address the management knowledge gap through external support and build resilience to preserve the traditional lifestyle of the community.

PERCEPTION OF PHRA APHAI MANEE THROUGH PRINT MEDIA IN THAI SOCIETY

Sasinat Khumsubdee — 2025-12-08

This article aims to explore the perception of Phra Aphai Manee through print media in Thai society. The study compiled and analyzed the data from 47 printed works that feature narratives of Phra Aphai Manee, including poem story of Phra Aphai Manee written by Sunthorn Phu, Thai language textbooks, picture story books, comic adaptation books, and novels. The research employed textual analysis to examine the formats, presentation techniques, and important content of the Phra Aphai Manee story in each type of print media. The complete edition of the poem story of Phra Aphai Manee by written by Sunthorn Phu, published by Silpabannakarn Publishing, was used as the primary reference text. The findings revealed that public perception of Phra Aphai Manee through print media can be categorized into three main forms: 1) perception of Phra Aphai Manee through the plot structure, 2) perception of Phra Aphai Manee through key characters, and 3) perception of Phra Aphai Manee through significant events in the narrative. These three forms of perception highlight the core elements of the story that are widely recognized by Thai audiences. Furthermore, they reflect the objective of how the story is received through print media in Thai society, which can be grouped into three purposes: 1) perception aimed at preserving the original storyline, 2) perception tailored to the specific interests of target audiences, and 3) perception intended to preserve key elements of the tale. Overall, the study underscores the significance of Phra Aphai Manee as a major work of Thai literature that continues to be adapted, reproduced, and presented through modern media. Its sustained presence across various forms of media reflects the story’s cultural relevance and its dynamic role in Thai society across different generations.

SOCIAL RETURN ON INVESTMENT (SROI) UNDER THE RESEARCH PROJECT ON INCREASING THE CAPACITY OF COMMUNITY BUSINESSES AND OPPORTUNITIES SOCIETY UNDER APPROPRIATE TECHNOLOGY FOR LOCAL FISHERY GROUPS PATTANI PROVINCE

Paweekorn Suraban — 2025-12-08

This study aims to assess the Social Return on Investment (SROI) of a research project on empowering community businesses and social opportunities under appropriate technology, focusing on analyzing the economic, social, and environmental impacts on target groups in three districts of Pattani Province: Yaring, Panare, and Nong Chik districts. The population used in this study was purposive sampling. The project participants were local fishermen, fish raft owners, and members of local seafood processing groups, totaling 258 people. The data collection tools included focus group discussions and structured interviews, along with economic research methods to calculate the social return on investment (SROI). The study found that the research project had a positive impact on multiple dimensions. For Economic aspect, it was found that household income increased, sales increased, and production costs decreased. For social aspect, it was found that participants experienced improved physical and mental health, increased knowledge, fostered greater cooperation, love, and unity within the group, and reduced healthcare costs for work-related illnesses. For environmental aspect, it was found that participants reduced energy consumption and waste management costs from waste cloth scraps, and were better able to manage this waste problem. The project's return on investment (SROI) analysis found an SROI of 1.19, meaning that for every 1 baht invested, 1.19 baht of social value was generated. This demonstrated that the project is cost-effective and can benefit communities and society in the long term.

EXAMINING THE INFLUENCE OF BRAND REPUTATION AND CORPORATE BRAND REPUTATION ON THE PURCHASE DECISION OF A HOUSE

์์Nichanan Kongsri — 2025-12-08

This study investigated the factors that affect home purchase decision-making by examining the positive influence of brand reputation and corporate brand reputation on home purchase decisions as well as the relationship between brand reputation and corporate brand reputation. In this research, data analysis was conducted using structural equation modeling consisting of a measurement model that specified the linear relationship between the latent and observed variables. This step was part of the confirmatory factor analysis of the structural model and the confirmatory factor analysis that specified the causal relationship between the latent variables. The data were collected from questionnaires received from 520 home purchase decision-makers. The majority of the respondents were female (70.8%). The study found that brand reputation, which comprises three components: brand awareness, brand reputation, and corporate brand reputation and credibility, consists of six dimensions, which are emotional appeal, products and services, financial performance, vision and leadership, workplace environment, and social responsibility. The results of the study also indicated that brand reputation influenced purchase decision (β = 0.80, p < 0.001), corporate brand reputation influenced purchase decision (β = 0.09, p < 0.001), and brand reputation influenced corporate brand reputation (β = 0.14, p < 0.001) All of which play an important role in consumers’ home purchase decisions and are essential factors for consumers’ evaluation of alternatives during the purchase decision stage. Therefore, it was confirmed that a good corporate reputation could be generated by brand reputation. Although previous studies have examined home purchase factors, the connection between brand reputation and corporate reputation in the Thai real estate context remained unexplored. This study therefore contributes to the understanding of the impacts on consumers’ purchase decisions and provides valuable insights for organizations that wish to build and maintain their reputation in the housing business.

THE EFFECTS OF AN INSTRUCTIONAL MODEL USING CONSTRUCTIVISM AND FLIPPED CLASSROOM APPROACH TO ENHANCE DIGITAL INTELLIGENCE QUOTIENT OF SIXTH-GRADE STUDENTS

Jansuda Leepongkul — 2025-12-08

This research aimed to: 1) compare students’ digital intelligence quotient before and after learning with the instructional model using constructivism and flipped classroom approach, and 2) study students’ satisfaction with learning management through the instructional model using constructivism and flipped classroom approach. This research used one-group pretest-posttest design. The sample was 35 sixth-grade students in the second semester of the academic year 2024, selected through the cluster sampling method. The instruments used to collect the data were a digital intelligence measurement scale, and a satisfaction questionnaire. The statistics used to analyze the data were mean, standard deviation, and a dependent t-test. The research results were found as follows:

1) Students’ digital intelligence quotient after instruction was significantly higher than before instruction (p < 0.05), with a mean score of 58.14 (S.D. = 2.94) before instruction and 92.88 (S.D. = 2.58) after instruction. It was also found that students showed increasing interest and engagement in learning, as well as confidence in applying their digital knowledge and skills.

2) The students expressed a high level of satisfaction with the learning management, with a mean score of 4.42 (S.D. = 0.90). They reflected that the learning activities had interests, stimulated active participation, and supported independent inquiry for further knowledge.

ECOTOURISM DEVELOPMENT GUIDELINES IN OUDOMXAY PROVINCE, LAO PEOPLE'S DEMOCRATIC REPUBLIC

Phennapha Vongsamoraphoum — 2025-12-08

The objectives of this research are (1) to survey the readiness and feasibility of ecotourism destinations in Oudomxay Province to accommodate tourists, (2) to analyze the environment for ecotourism, (3) to study the impacts of ecotourism on local communities and the environment, and (4) to suggest guidelines for the development of ecotourism in Oudomxay Province, Lao People's Democratic Republic.

The research engaged 26 key informants, comprising 15 government officials, 7 private sector stakeholders, and 4 tourists. Data were collected through a triangulation of methods: destination observation, in-depth semi-structured interviews with key stakeholders, and collaborative participatory workshops, and analyzed through content analysis.

The findings reveal a significant paradox: (1) While Oudomxay’s destinations possess high potential underpinned by rich natural resources and foundational infrastructure, this is severely constrained by limited accessibility, underdeveloped promotion, and nascent conservation measures struggling to keep pace with tourism growth,2) Tourism has the potential for sustainable growth if it receives continuous support through resource management and community participation to maintain a balance between tourism and nature conservation, 3) Ecotourism has political support. In term of economic, it generates income but the cost of living is high. In term of social, local identities are maintained, yet overcrowding and safety are emerging issues. While technological digital platforms aid promotion, misinformation poses a considerable risk to the province's reputation and (4) Ecotourism in Oudomxay Province faces problems of depleted resources and unsystematic management. The study concludes that tourism development should receive cooperation from all relevant sectors.

THE LINKING TOURIST ROUTES IN NAKHONLUANG DISTRICT, PHRA NAKHON SI AYUTTHAYA PROVINCE

Thanakrit Pongsangiam — 2025-12-08

This article aimed to 1) to analyze the tourism potential of attractions in Nakhon Luang district and 2) to establish connections among the cultural tourism routes within the district.

The sample groups in this study consisted of 1) eight local government officials,
2) one official from the Phra Nakhon Si Ayutthaya Provincial Office of Tourism and Sports,
3) one official from the Tourism and Sports Division of the Phra Nakhon Si Ayutthaya Provincial Administrative Organization, and 4) eight community leaders. The tool used for qualitative data collection was an interview questionnaire. Moreover, quantitative data were collected from 384 Thai tourists using a questionnaire that included personal demographic information and an assessment of the tourism potential of the area's attractions.

The research revealed that Nakhon Luang district has significant religious and cultural tourism resources, including Prasat Nakhon Luang (Nakhon Luang Castle), various temples, and Aranyik knife-making village. These attractions can be categorized into three distinct tourism routes. Furthermore, the factors influencing visits to these attractions include 1) the potential and attractiveness or the sites, 2) tourists’ behavior and interest in tourism, and 3) the area management by relevant agencies, which help to promote and support tourism activities.
The most critical issue affecting tourism routes in Nakhon Luang district is the traffic congestion. Large freight trucks operate throughout the day, posing a safety risk for tourists. Additionally, the area lacks public transportation services and there are insufficient directional signs to guide tourists to other interconnected attractions.

INNOVATIVE LEARNING MANAGEMENT FOR DRIVING ORGANIZATIONAL VALUES BASED ON ANDRAGOGY: A CASE STUDY OF SUPPORT STAFF AT KAMPHAENG SAEN CAMPUS, KASETSART UNIVERSITY

Ruangsin Pluempan — 2025-12-08

This research aimed to study an innovative learning management approach for driving organizational values based on andragogy theory in the context of support staff at Kasetsart University, Kamphaeng Saen Campus. The focus was on enabling adults in the organization to learn in ways that connect organizational values with actual work practices. A qualitative research methodology was employed using a four-cycle action research design consisting of planning, action, observation, and reflection.
The participants were selected through purposive sampling and comprised 12 university administrators, 250 support staff, and 7 organizational values promotion facilitators. Data were collected through observation, in-depth interviews, focus group discussions, and reflective journals, and were analyzed using content analysis and data triangulation.

The findings revealed that this learning management innovation helped enhance the capacity of support staff in four key areas: (1) the increase of awareness and appreciation of organizational values that are clearly linked to their own roles and responsibilities; (2) an improved ability to use organizational values as a framework for analyzing problems and co-designing solutions in both simulated and real work situations; (3) the formation of a culture of shared learning and continuous knowledge exchange grounded in intrinsic motivation; and (4) the development of concrete ways of applying organizational values in routine work through reflective practice and learners’
self-direction in line with andragogical principles. In conclusion, andragogy-based learning management innovation can transform organizational values from an abstract policy framework into observable work behaviours among support staff and can strengthen
an organizational culture driven by adult learning in higher education institutions.