Journal of Liberal Art of Rajamangala University of Technology Suvarnabhumi

A STUDY OF MARKETING COMMUNICATION INFLUENCES ON PURCHASING DECISIONS OF PRODUCTS OF THE BAN KHAM MEK COMMUNITY WEAVING GROUP, KALASIN PROVINCE

Nisakorn Suppalert — 2026-06-01

This research aimed to examine the marketing communications influencing consumers’ purchase decisions toward the products of the Korklai Khit Weaving Community Enterprise in Ban Kham Mek, Phai Subdistrict, Mueang Kalasin District, Kalasin Province, and to propose appropriate strategic development guidelines. A quantitative research method was employed. The sample consisted of 400 consumers who had previously purchased or were interested in purchasing products from the community enterprise. Data were collected using questionnaires and analyzed using descriptive statistics and inferential statistics, including One-way ANOVA and multiple regression analysis. The results revealed that most consumers were female, aged 31–40,
married, held a bachelor’s degree, were self-employed, and had a monthly income of 10,001–20,000 baht. Overall, marketing communication was rated at a high level.
The highest mean score was for public relations, followed by direct marketing, advertising, marketing events, and sales promotion. Hypothesis testing indicated that demographic factors, specifically gender, significantly influenced purchase decisions at the 0.05 level. Marketing communication components that significantly influenced purchase decisions at the 0.01 level included advertising, direct marketing, and marketing events, with an R² value of 0.088. This relatively low explanatory power may be attributed to additional factors affecting purchase decisions that were not included in this study, as well as varying consumer exposure to marketing media. The strategic development guidelines suggest focusing on communication channels that effectively reach working-age women, strengthening brand identity through storytelling, integrating online media with on-ground communication, and designing creative sales promotion activities to enhance awareness and increase long-term repurchase opportunities.

THE IMPACT OF THE SERVICE QUALITY ON CUSTOMER SATISFACTION, CUSTOMER TRUST AND CUSTOMER LOYALTY FOR CAR CARE BUSINESS IN BANGKOK

Nitirat Maleewat — 2026-06-01

Service quality is the heart of doing business in an era where customers have many choices. The quality of service not only helps to create short-term satisfaction but also helps to build long-term relationships with customers, increase loyalty, and help the organization grow sustainably. For this reason, successful organizations often do not neglect to develop the quality of service in all dimensions. Overall, the car care or car wash business in Bangkok is growing continuously and will continue to be popular among Bangkokians who want to keep their cars clean and in good condition at all times.
This research aims to 1) analyze the influence of service quality for the car care business in Bangkok, the influence of customer satisfaction for the car care business in Bangkok, and the influence of customer trust for the car care business in Bangkok, by using structural equation modeling (SEM); 2) to find the relationship between each variable and 3) to present the conceptual framework according to the topic. The population in the total of 488 people who responded and participated in this survey research is
the car care customers in Bangkok by using a convenience sampling method and answered their opinions in the questionnaire. Results of all factors are theoretically supported, which could emphasize that service quality is a very considerable variable to increase the level of customer trust and customer satisfaction, which later on if both factors are successful, it will have a positive impact on building customer loyalty for the organization, and these loyal customers are the key to the success of the organization in the future.

PRODUCT DEVELOPMENT OF MOCKTAIL DRINKS FROM COCONUT JUICE AND BUTTERFLY PEA FLOWER JUICE

Aswin Techajareonvikul — 2026-06-01

This study aimed to 1) develop health-oriented mixed beverages using coconut juice and butterfly pea flower juice and to select the most appropriate formulations through expert evaluation and 2) assess tourists’ satisfaction with the selected beverage formulations based on the sensory attributes: color, aroma, and taste. A quantitative research method was used a survey. The study included a sample of 200 tourists visiting the Amphawa subdistrict, selected using a convenience sampling method. Initially, six beverage formulations were created, with coconut juice and butterfly pea flower juice serving as the primary components. Then, five beverage-mixology experts evaluated and selected the two most suitable formulations. These selected formulations were subsequently tested with the tourists. Data were collected through a five-point Likert scale questionnaire and were analyzed using descriptive statistics, specifically means, standard deviation, and satisfaction levels.

The results indicated that Formulation 1 received the highest overall satisfaction rating. Concerning the sensory attributes assessed, color and taste demonstrated
the highest average scores, with aroma following closely. These results imply that health-oriented mixed beverages, created from coconut juice and butterfly pea flower juice, possess significant potential for further development as wellness beverages, especially within the wellness tourism industry. Moreover, the findings provide initial evidence supporting the value-added utilization of local resources, thus establishing a practical foundation for future product development is sustainable tourism initiatives.

DEVELOPMENT OF AN INSTRUCTIONAL MODEL USING SOCIAL COGNITIVE AND SITUATED LEARNING THEORIES TO ENHANCE CIVIC RESPONSIBILITY AND LEARNING ACHIEVEMENT OF UNDERGRADUATES IN CHINA

Weina Hong — 2026-06-01

The objectives of this study were (1) to develop an instructional model using social cognitive and situated learning theories to enhance Chinese undergraduates’ civic responsibility and learning achievement, and (2) to validate the model’s quality regarding its feasibility for use in a real class. This study adopted a two-phase mixed research model combining qualitative and quantitative methods as follows: (1) Model development phase: Firstly, the researchers reviewed relevant literature and conducted semi-structured interviews with five experts and ten undergraduates to clarify the theoretical basis and research focus. Secondly, the researchers designed an instructional model using social cognitive and situated learning theories based on the findings from the first step. Thirdly, the researchers invited five experts to validate the model using the Index of Item-Objective Congruence (IOC) and a five-point Likert scale, and the model was revised based on experts’ recommendations and (2) Pilot implementation phase: In this phase, the researchers developed experimental tools and conducted a pilot teaching study with sixty non-sample students. The study results were as follows:

(1) The semi-structured interviews affirmed the necessity of developing a new instructional model and the effectiveness of applying social cognitive and situated learning theories in the model development. The developed instructional model using social cognitive and situated learning theories had seven core elements, including instructional theories, principles, objectives, contents, processes, environment and evaluation. Combining the opinions of five experts, the instructional model achieved an IOC score of 1.00 and an overall mean score of 4.72, indicating high content validity and appropriateness. (2) The pilot teaching results initially validated the model’s feasibility for use in a real class, and the participants expressed high levels of agreement with the model, citing improvements in their mastery of course knowledge and civic responsibility.

THE INFLUENCE OF FINANCIAL RATIOS ON THE STOCK PRICES OF REAL ESTATE DEVELOPMENT COMPANIES LISTED ON THE STOCK EXCHANGE OF THAILAND

Pitak Thobjan — 2026-06-01

This article aimed to study the influence of financial ratios on the stock prices of real estate development companies listed on the Stock Exchange of Thailand. This quantitative research utilized financial statements and financial ratios from the first to fourth quarters of 2015 to 2024, yielding a total of 200 samples. The researchers used secondary data, organizing the selected sample data into formats and time series. The data source was the real estate development sector stock price index from the Stock Exchange of Thailand. The statistical analysis used multiple regression models and regression equations.

The results revealed significant relationships between certain financial ratios and stock prices, varying by company: 1) The Current Ratio explained 69% of the change in the stock price of Central Pattana Public Company Limited at a 99% confidence level, 2) The Total Asset Turnover Ratio explained 66% of the change in the stock price of Land and Houses Public Company Limited at a 99% confidence level, 3) The Total Asset Turnover Ratio explained 15% of the change in the stock price of Frasers Property (Thailand) Public Company Limited at a 95% confidence level, 4) The Current Ratio and Total Asset Turnover Ratio explained 64% of the change in the stock price of Supalai Public Company Limited at a 99% confidence level, and 5) The Current Ratio explained 90% of the change in the stock price of AP (Thailand) Public Company Limited at a 95% confidence level.

THE INFLUENCE OF MARKETING MIX AND SERVICE QUALITY ON FOREIGN TOURISTS’ INTENTION TO STAY IN MEDIUM-SIZED HOTELS IN PHUKET

Warisa Rajkitchorb — 2026-06-01

This study aims to: (1) examine opinions on the marketing mix and service quality influencing foreign tourists’ intention to stay in medium-sized hotels in Phuket, (2) identify marketing mix components affecting this intention, and (3) explore service quality aspects with similar effects. A mixed-methods design was employed using questionnaires and interviews. Quantitative data were collected from 400 foreign tourists (n = 400) who had stayed in medium-sized hotels in Phuket, while qualitative insights were obtained through in-depth interviews with seven informants (n = 7) from the hotel sector. Quantitative data were analyzed using descriptive statistics (frequency, percentage, mean, and standard deviation) and multiple regression analysis, whereas qualitative data were examined through content analysis and presented narratively. The findings revealed high levels of agreement across all dimensions. Both the marketing mix and service quality significantly influenced tourists’ behavioral intention to stay. The regression results indicated that marketing mix variables explained 34.6% of the variance (R² = .346) in tourists’ intention to stay, while service quality demonstrated stronger explanatory power, accounting for 71.2% of the variance (R² = .712). Among the marketing mix factors, place, price, and product showed the strongest influence on tourists’ behavioral intention, highlighting the importance of accessibility, perceived value, and room quality. In terms of service quality, empathy, reliability, and responsiveness have been identified the most influential dimensions affecting tourists’ accommodation decisions. Overall, the findings suggest that medium-sized hotels should strengthen both marketing strategies and service quality practices, particularly by enhancing service responsiveness, maintaining competitive pricing, and improving accessibility through digital platforms and online travel agencies. These strategies may help medium-sized hotels increase competitiveness and attract international tourists in Phuket’s tourism market.

THE INFLUENCE OF FINANCIAL CAPABILITY AND LIQUIDITY MANAGEMENT COMPETENCY ON THE PERFORMANCE OF SMALL AND MEDIUM ENTERPRISES IN SUPHANBURI PROVINCE FROM THE ENTREPRENEURS’ PERSPECTIVE

Pathompong Kookkaew — 2026-06-01

This research aimed to examine the influence of financial capability and liquidity management competency on the performance of small and medium enterprises (SMEs) in Suphanburi Province from the entrepreneurs’ perspective. A quantitative research approach was employed. The sample consisted of 220 SME entrepreneurs in Suphanburi Province, determined using the G*Power program and selected through stratified random sampling. The research instrument was a questionnaire. Data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as inferential statistics using multiple regression analysis with the Enter method.

The results revealed that 1) financial capability, including financial literacy, financial confidence, and financial decision-making, had a positive and statistically significant influence on SME performance, explaining 61.40% of the variance (R² = 0.614) with an adjusted R² of 0.607. 2) Liquidity management competency, including cash management, accounts receivable management, and inventory management, had a positive influence on SME performance, whereas accounts payable management showed a negative influence. The model explained 57.60% of the variance (R² = 0.576) with an adjusted R² of 0.568. These findings provide empirical evidence that can be utilized by policymakers, educational institutions, and entrepreneurs to enhance financial capability and liquidity management practices in SMEs, thereby strengthening business competitiveness and long-term sustainability.

THE COMPETENCY DEVELOPMENT FOR MICE CITY OF PRACHUAP KHIRI KHAN

Tanichar Chaichatchawalprateep — 2026-06-01

This research aimed to investigate the guidelines for developing the potential of Prachuap Khiri Khan Province as a MICE city. A mixed-methods research design was employed, consisting of three components: (1) Quantitative research using a survey method with a questionnaire administered to a purposive sample of 400 tourists in Prachuap Khiri Khan province, with data analyzed through frequency, percentage, mean, and standard deviation, (2) Qualitative research using in-depth interviews with ten key informants, including government officials and private entrepreneurs, analyzed via content analysis, and (3) Documentary research to evaluate competitive potential using C-PEST, SWOT, and TOWS Matrix tools.

The findings indicated that: (1) Tourists’ satisfaction regarding of MICE potential-encompassing venue management, environment, safety, brand image, and government support was at a high level. (2) The evolution into a MICE city necessitated to integrate the spatial administration and resource management, alongside robust public-sector collaboration with local communities to promote cultural activities. (3) Proactive strategies must leverage the province’s unique "Royal Heritage" identity, its strategic location, and the readiness of local entrepreneurs amidst the growing tourism sector.

Consequently, Prachuap Khiri Khan province needs to implement six key strategies: (1) developing a comprehensive database, (2) establishing operational mechanisms, (3) diversifying MICE activities, (4) enhancing MICE-related products and services, (5) promoting the province as a premier travel destination, and (6) creating a distinctive brand identity to solidify its position as a leading MICE destination.

WAYS TO DEVELOP CERTAIN OPTIONS OF SUBSTITUTING FOR TOBACCO PLANTATION FOR TOBACCO FARMERS BY COMMUNITY PARTICIPATION

Nirumon Rattanarat — 2026-06-01

This research article aims to examine (1) the process of community participation in reflecting problems related to local tobacco cultivation and (2) approaches for determining alternative measures to substitute tobacco farming for tobacco farmers.
A qualitative research methodology was employed. Data were collected through semi-structured in-depth interviews with key informants selected by using purposive sampling, including tobacco farmers, government officials, representatives from civil society, and community leaders. In addition, a participatory training workshop was organized to collaboratively develop alternative measures for substituting tobacco cultivation.

The research results were found as follows; (1) community members reflected several problems related to tobacco cultivation, including rising production costs, declining government quotas for tobacco production, the lack of formal farmer associations, and health problems among farmers resulting from exposure to agricultural chemicals. (2) The proposed alternative measures include promoting integrated organic farming and community enterprises based on the New Theory Agriculture and the Sufficiency Economy Philosophy. The study also encourages collaboration between farmers and private companies in the production and distribution of hemp and cannabis for medical purposes, following the decriminalization policy and the legalization of hemp and cannabis. In addition, community enterprises are encouraged to engage in processing and marketing products derived from hemp and cannabis, which are economically valuable crops with the potential to substitute tobacco cultivation. These approaches highlight the importance of community participation and legal policy reform in supporting sustainable agricultural transition and improving the livelihoods of tobacco farmers.

SOUND SOURCES AND TONAL PHONETIC FEATURES OF ONOMATOPOEIA IN BASIC THAI LANGUAGE TEXTBOOKS

Jomkwan Sudhinont — 2026-06-01

This article aimed to study the sound sources and the phonetic features of tones in onomatopoeic words in reading the passages in the basic Thai Language textbook series, Phasa Phuea Chiwit: Phasa Pha Thi, for Grades 1–3. This study employed a descriptive research design. The sample of onomatopoeic words was selected through purposive sampling. The instrument used for data collection was a structured indirect observation form. The data were analyzed using descriptive statistics, specifically percentages.

The results showed that two sound sources of onomatopoeic words were identified: 1) the behavior of living things, which had the highest frequency of occurrence, and 2) the condition of objects, which had the lowest frequency of occurrence. Both sound sources were classified as direct onomatopoeia and as biological sound sources. They were onomatopoeic words related to living things or derived from living things.

The tonal features of onomatopoeic words had two characteristics: 1) level tonal phonemes, which had the highest frequency of occurrence and 2) contour tonal phonemes, which had the lowest frequency of occurrence. The absence of mid-level tonal phonemes, or the mid tone, in monosyllabic onomatopoeic words and the absence of a mixture of level tonal phonemes and contour tonal phonemes in onomatopoeic words with more than one syllable were due to phonetic reasons. That is, the consistent maintenance of tonal patterns conveys that the same thing occurs repeatedly.

STRATEGIC MANAGEMENT MODEL FOR ENHANCING STUDENT QUALITY UNDER THE OFFICE OF SUPHANBURI PRIMARY EDUCATIONAL SERVICE AREA 3

Amnat Luanoi — 2026-06-01

This article aims to 1) investigate the variables, components, conditions, and approaches of strategic management for developing student quality, 2) develop a strategic management model for developing student quality, and 3) examine the results of implementing the strategic management model for developing student quality.
This research employed a mixed methods research design, utilizing the concept of strategic management as the research framework. The study was conducted in four phases in schools under the Office of Primary Educational Service Area Suphanburi Zone 3. The sample consisted of 1,436 participants, including school administrators, teachers, and experts. Research instruments included questionnaires, interview forms, evaluation forms, and data recording forms. Statistical analyses employed descriptive statistics, inferential statistics, and qualitative content analysis.

The research findings revealed that: 1) The components of strategic management for developing student quality comprised seven dimensions: planning for student quality development, academic work development, supervision, monitoring and evaluation, leadership in management, utilization of educational technology, creation of participatory networks, and arrangement of learning-conducive environments. 2) The developed management model consisted of four main components: principles, objectives,
the "TACTICS Model" process, and measurement and evaluation. 3) The implementation of the model led to continuous improvement in student quality across various aspects, including academic achievement, desirable characteristics, reading, analytical thinking and writing abilities, and national test results, with satisfaction toward the model implementation at the highest level.

FACTORS INFLUENCING ENTREPRENEURIAL INTENTIONS OF STUDENTS IN UNLIMITED-ADMISSION UNIVERSITY

Bongkoch Thongeiam — 2026-06-01

This research aimed to examine the factors influencing entrepreneurial intentions among students at an unlimited-admission university and to propose guidelines for promoting university-level education that fosters the development of entrepreneurial skills. Quantitative research was used to collect data from a sample of 594 undergraduate students enrolled at an unlimited-admission university. Only two universities were in Thailand: Ramkhamhaeng University and Sukhothai Thammathirat Open University. General data were analyzed using frequency, percentage, mean, and standard deviation. Factors influencing entrepreneurial intentions were analyzed using Structural Equation Modeling (SEM). The results showed that factors significantly influencing entrepreneurial intentions among students at an unlimited-admission university included attitude towards entrepreneurship, basic entrepreneurial knowledge, perceived business competence, social norms, and entrepreneurial motivation. However, perceived risk showed no statistically significant relationship. Factors that significantly shape students' entrepreneurial decisions, particularly those related to universities, include perceived business competence and basic entrepreneurial knowledge. Therefore, educational institutions play a crucial role in supporting and encouraging students to become entrepreneurs or start their own businesses.

THE INFLUENCE OF MOTIVATION AND TOURIST ATTRACTION POTENTIAL ON THAI TOURISTS’ REVISITING INTENTION TO JAPAN

Krairerk Klaysikaew — 2026-06-01

This article aimed to investigate 1) the influence of travel motivation on Thai

tourists’ satisfaction with traveling to Japan, 2) the influence of tourism destination potential on Thai tourists’ satisfaction with traveling to Japan; and 3) the influence of tourist satisfaction on Thai tourists’ intention to revisit Japan. This study adopted a quantitative research design. The sample comprised 400 Thai tourists who had traveled to Japan at least twice. Data were collected using a structured questionnaire. Descriptive statistics, including percentage, mean, and standard deviation, were used to describe the characteristics of the respondents and the study variables. Inferential statistics, namely Pearson’s correlation coefficient analysis and multiple regression analysis, were applied to investigate the relationships among the variables and to test the proposed hypotheses.

The research results were as follows: 1) Travel motivation factors that significantly influenced Thai tourists’ satisfaction with traveling to Japan were novelty-seeking motivation (ß=0.686) and cultural and learning motivation (ß=0.280). 2) Destination potential factors that significantly influenced Thai tourists’ satisfaction with traveling to Japan included destination management potential (ß=0.684), facility potential (ß=0.217), destination sustainability potential (ß=0.111), destination attraction potential (ß=−0.129), and destination accessibility potential (ß = 0.099). 3) Tourist satisfaction was found to be a significant predictor of Thai tourists’ intention to revisit Japan (ß=0.871).

Overall, the findings highlight the importance of motivational and destination-related factors in shaping tourist satisfaction and revisit intention. The study contributes empirical evidence to the tourism literature and provides practical guidance for destination management and policymakers in developing effective strategies to enhance tourist satisfaction and encourage revisit intention.

THE INFLUENCE OF WORKPLACE HAPPINESS ON ORGANIZATIONAL COMMITMENT OF GENERATION Y EMPLOYEES IN A LARGE DEPARTMENT STORE IN PHRA NAKHON SI AYUTTHAYA PROVINCE

Ruangrob Khamronsin — 2026-06-01

This study aimed to (1) examine the levels of workplace happiness and organizational commitment and (2) investigate the influence of workplace happiness factors on organizational commitment among Generation Y employees in a large department store in Phra Nakhon Si Ayutthaya Province. A quantitative research design was employed. Data were collected from the entire population of 167 employees using a seven-point Likert scale questionnaire. The instrument demonstrated acceptable content validity (IOC = 0.67–1.00) and high reliability, with Cronbach’s alpha coefficients ranging from 0.929 to 0.941. Data were analyzed using descriptive statistics and multiple regression analysis. The results indicated that overall workplace happiness was at a high level, while organizational commitment was at the highest level. The regression model was statistically significant (F = 54.93, p < .001) and explained 69.5% of the variance in organizational commitment (Adjusted R² = 0.695). Significant positive predictors included job responsibility (β = 0.43), work environment (β = 0.33), career advancement and job security (β = 0.20), and coworker relationships (β = 0.17). In contrast, job achievement had a significant negative effect (β = −0.19), while job characteristics and recognition were not statistically significant. These findings suggest that workplace happiness does not uniformly enhance organizational commitment in a retail context. In particular, job achievement may become a source of performance pressure due to quantitatively driven targets. Therefore, organizations should redesign performance management systems by balancing outcome-based and developmental performance indicators to reduce accumulated pressure and enhance long-term employee commitment.

COMPONENTS AND INDICATORS OF SOCIAL INTELLIGENCE AMONG SECONDARY SCHOOL STUDENTS

Ponpeera Wongpornpratheep — 2026-06-01

This article aimed to 1) examine the components and indicators of social intelligence among secondary school students and 2) evaluate the appropriateness of the components and the indicators of social intelligence for secondary school students. The study employed an exploratory research design using both qualitative and quantitative methods. The participants were selected through purposive sampling and divided into two groups. The first group consisted of 8 experts who took part in in-depth interviews, from which qualitative data were collected. The second group consisted of 5 experts who evaluated the appropriateness of the components and indicators of social intelligence among secondary school students, and quantitative data were collected. The research instruments included a semi-structured interview form and an evaluation form for assessing the appropriateness of the components and indicators of social intelligence among secondary school students. Data were analyzed using content analysis and descriptive statistics, including mean and standard deviation.

The findings revealed that social intelligence among secondary school students comprises two components, six sub-components, and seven indicators. Social awareness, the first component, consisted of self-awareness (2 indicators), recognizing and understanding others’ emotions and feelings (1 indicator), and awareness of universal ethical values (1 indicator). Social interaction, the second component, consisted of self-regulation (1 indicator), the ability to engage with and show consideration for others (1 indicator), and leadership (1 indicator). Furthermore, the overall appropriateness of the components and indicators was rated at the highest level (M = 4.94, SD = 0.12). All components exceeded the established criterion of 3.50, indicating that they were highly appropriate.

FACTORS AFFECTING ENTREPRENEURIAL INTENTIONS IN THE DIGITAL ERA OF UNDERGRADUATE STUDENTS AT THE RAJAMANGALA UNIVERSITY OF TECHNOLOGY SRIVIJAYA

์ืNawinda Tangjit — 2026-06-01

This article aimed 1) to study the factors affecting the intention to be an entrepreneur in the digital era and 2) to study the characteristics of being an entrepreneur in the digital era of undergraduate students at the Rajamangala University of Technology Srivijaya, Songkhla Campus. This research employed a quantitative approach, utilizing a questionnaire as a data collection tool with a sample of 659 students. The statistics used for data analysis included numbers, percentages, means, standard deviations, multiple linear regression, and analysis of variance. The test for differences between paired means was conducted at the 0.05 significance level. The objective research results revealed that:

The undergraduate students at Rajamangala University of Technology Srivijaya, Songkhla Campus, demonstrated a high level of motivation toward digital entrepreneurship. Motivational factors significantly predicted entrepreneurial intention at a 0.05 level of significance, with regression coefficients of 0.136, 0.356, and 0.387. The model accounted for 66.30 percent accuracy of the variance in digital age entrepreneurial intention.
The students studying in different faculties have different characteristics of being entrepreneurs in the digital age, as statistically significant at the 0.05 level. Pairwise comparisons showed that entrepreneurial characteristics did not differ significantly between the Faculty of Business Administration and Industrial Education, as well as between the Faculty of Architecture and Engineering.

The knowledge gained from this research can be applied to curriculum and teaching methods to prepare students with the skills and potential to become successful entrepreneurs in the future.

CREATING VALUE AND ADDING VALUE OF COMMUNITY-BASED TOURISM TO BECOMING A WELLNESS TOURISM COMMUNITY WITH OUTSTANDING RESOURCES IN KHOK KHAM SUBDISTRICT, MUANG DISTRICT, SAMUT SAKHON PROVINCE

Payao Saythongsuk — 2026-06-01

This research aimed to: (1) examine the distinctive characteristics and analyze
the potential of tourism resources, classify tourism attractions based on their unique resources, and (2) propose guidelines for value creation and value enhancement of community-based tourism toward becoming a wellness tourism community, utilizing
the distinctive resources of Khok Kham Subdistrict, Mueang District, Samut Sakhon Province. This study employed a mixed methods approach, collecting data from 69 key informants and 500 Thai and international tourists. The research instruments included structured interviews, evaluation forms, and participatory workshops. The findings revealed that
the tourism resources of Khok Kham Subdistrict are particularly distinguished by natural resources and nature-based ways of life, reflecting valuable local culture. The potential analysis indicated that the overall tourism attractions were at a high level, including
Wat Khok Kham, Wat Sopharam (Wat Ban Khom), and Naklua School. The classification of tourism attractions was divided into four categories: natural attractions, way-of-life attractions, religious and cultural attractions, and augmented attractions. Furthermore,
the guidelines for value creation and value enhancement emphasize the integration of all four types of attractions into a continuous wellness experience route, ranging from physical restoration and learning local ways of life to mental and spiritual development.
This integration is facilitated through health-oriented activities, products, and services, aiming to create holistic value and enhance tourism value toward sustainable community development.

THE INFLUENCE OF HEALTH PERCEPTION AND PERCEIVED VALUE ON PURCHASE INTENTION FOR A HEALTHY TAMARIND DRINK: THE MEDIATING ROLE OF CONSUMER ATTITUDE

Chaisak Klaidaeng — 2026-06-01

This study aimed (1) to explain the mechanism underlying the purchase intentions of Thai consumers’ toward a healthy sweet tamarind drink by proposing
a causal model linking health perception (HP), perceived value (PV), consumer attitude (ATT), and purchase intention (PI), (2) to examine the direct effects of HP and PV on ATT and PI, and (3) to test the mediating role of ATT in the relationships between HP/PV and PI in the context of a sweet tamarind–based health beverage. Data were collected from 268 Thai consumers with experience in the consumption of healthy beverages using an online questionnaire with a 7-point Likert scale and convenience sampling. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS with bootstrapping.

The results showed that HP has positive effects on PV and ATT, and that PV positively affects ATT and significantly predicts PI. In contrast, ATT does not significantly predict PI, so the mediating effects of ATT on the relationships between (1) HP and PI and (2) PV and PI are not supported because the 95% confidence intervals of the indirect effects include zero. Overall, the findings indicate that perceived value is the key mechanism translating health-related perceptions into purchase intention. Consumers rely more on evaluations of product quality, value for money, and credibility than on attitude alone when forming purchase intentions toward a healthy sweet tamarind drink. These findings enrich the understanding of consumer behavior toward healthy beverages made from sweet tamarind and provide practical guidance for business operators. Strategies that build perceived value through clear quality cues, value-for-money positioning, and credible health information are recommended to enhance consumers’ purchase intentions in the Thai health-beverage market.

A CAUSAL MODEL OF MANAGERIAL FACTORS ON COMMUNITY BUSINESS PERFORMANCE: THE MEDIATING ROLE OF COMPETITIVENESS

Radamanee Panlopchanoknat — 2026-06-01

This research aimed to 1) examine the direct influence of managerial factors on competitiveness and community business performance, 2) examine the direct influence of competitiveness on community business performance, and 3) analyze the indirect influence of managerial factors on community business performance through competitiveness.
This study employed a quantitative research design using a questionnaire as the data collection instrument. The sample consisted of 517 occupational group members in Muen Wai Sub-district, Nakhon Ratchasima Province, selected through simple random sampling. Structural Equation Modeling (SEM) was used for data analysis.

The findings revealed that 1) managerial factors had a significant positive direct influence on competitiveness (β = 0.808) and on community business performance
(β = 0.275), 2) competitiveness had a significant positive direct influence on community business performance (β = 0.562), and 3) managerial factors had a significant indirect influence on community business performance through competitiveness (β = 0.454), with the indirect effect exceeding the direct effect. These results demonstrate that competitiveness serves as a critical mechanism linking managerial factors to community business success. The findings can be applied to the design of policies and strategies for community business development by integrating managerial factors, particularly managerial practices, with competitiveness to leverage community business performance.

AN ANALYSIS OF THE ROYAL SPEECHES GIVEN AT THE GRADUATION CEREMONY OF RAJAMANGALA UNIVERSITY OF TECHNOLOGY

Chadaporn Jeenchaona — 2026-06-01

The purpose of this research paper is to study: 1) The content of the royal speeches delivered during the graduation ceremonies of Rajamangala University of Technology and 2) To analyze the royal speeches. This research is qualitative study research that selectively gathered data from the “Compilation of Royal Speeches and Addresses of His Majesty the King during 1981-1990” published by the Civil Service Pension Fund (2007). The selection criteria encompassed 9 royal speeches delivered during the graduation ceremonies of the College of Technology and Vocational Education during 1981-1987, and 3 royal speeches delivered during the graduation ceremonies of Rajamangala University of Technology in 1990, totaling 12 royal speeches. The research findings revealed that:

1) The core content of the 12 royal speeches encompasses four key areas: (1) the cultivation of hands-on graduates, (2) work principles, (3) the importance of graduates, and (4) the importance of the nation.

2) The analysis of the royal speeches is as follows: (1) His Majesty King Bhumibol Adulyadej the Great, the Supreme Sovereign, possessed exceptional wisdom, ability, brilliance and took great care in his royal activity. The royal speeches delivered to graduates of each institution naturally vary in their core content. The King must thoroughly study and possess a deep understanding of each institution and (2) The royal speeches are considered a comprehensive source of knowledge across various fields and a valuable resource for learning about morality and ethics, which can be put into practical use. For example, “No matter how much knowledge and ability you have, if you don't put it to use, it's useless.”