Journal of Liberal Art of Rajamangala University of Technology Suvarnabhumi

THE PERSONALITY DEVELOPMENT OF LOCAL ENTREPRENEURS IN BAN LAMPHEE COMMUNITY, PHANG NGA PROVINCE

Tammanoon Kongsawat — 2025-07-08

This research studied on the personality development of local entrepreneurs in Ban Lamphee community, Phang Nga province in order to enhance the efficiency and effectiveness of understanding local entrepreneurs in this area. The objectives were to analyze local entrepreneurship and the unique personality traits of entrepreneurs in the Ban Lamphee community, as well as to propose guidelines for personality development tailored to their specific needs. The study employed qualitative research methods, utilizing in-depth interviews as the primary data collection tool. Data were gathered from four groups of key informants, involving a total of 12 participants. A triangular examination focusing on multiple perspectives and content analysis was conducted to ensure the reliability and depth of the findings.

The results revealed that physical appearance and personality were significant factors influencing the first impression of local entrepreneurs. These include attention to self-care, dressing, and cleanliness, all of which contribute to creating a positive image. Beyond physical attributes, the importance of language use, etiquette, manners, posture, composure, and effective communication were identified as critical components of personality that can impact interactions with visitor guidelines for personality development emphasize aligning self-improvement efforts with strategies to create a positive and lasting impression on visitors. These strategies include workshops and training sessions that focus on grooming, communication skills, and cultural sensitivity. This alignment not only enhances visitor satisfaction but also fosters repeat visits and positive word-of-mouth promotion. Ultimately, these efforts generate income for the community, strengthening its overall economic resilience. By focusing on personality development, the Ban Lamphee community can create a sustainable model for local entrepreneurial success.

THE NEEDS ASSESSMENT FOR ENGLISH WRITING COMPETENCY OF STUDENTS IN DEPARTMENT OF EDUCATION AT PHRANAKHON SI AYUTTHAYA RAJABHAT UNIVERSITY

Narumon Tantichat — 2025-07-08

The purpose of this research was to assess the needs for the development of English writing skills of students in the Faculty of Education, Phranakhon Si Ayutthaya Rajabhat University. This study employed a survey research methodology. The data collection instruments consisted of a needs assessment form for developing English writing skills and topics for group discussion. The statistics used for data analysis included finding the priority needs index by finding the PNI modified through Microsoft Excel for calculation and analyzing the content of the data from the group discussion. The research results found that the top 3 issues that students needed to develop their writing skills the most from the questionnaire on needs and focus group discussions were: choosing correct and appropriate vocabulary, using correct and appropriate grammar, and spelling words correctly. In addition, the 3 groups of students suggested ways to solve these problems to effectively develop their writing skills differently as follows: the group of students with low language ability wanted to learn both vocabulary and basic structures through teacher-assigned tasks. The group of students with moderate language ability expressed the view that learning vocabulary and structures through context from reading texts related to the topic to be written could help solve their problems in choosing appropriate words and structures. In addition, having leading questions in writing could help improve writing and sequencing. The group of students with high language ability stated that writing skills would be developed effectively if they received study of various writing styles and feedback from the teacher.

FACTORS INFLUENCING JOB HAPPINESS AMONG MIGRANT WORKERS IN PHRA NAKHON SI AYUTTHAYA PROVINCE

Vasuma Lada — 2025-07-08

This study aimed to examine: (1) the levels of opinions regarding organizational climate, organizational commitment, quality of work life, and happiness at work among migrant workers in Phra Nakhon Si Ayutthaya Province; and (2) the influence of organizational climate, organizational commitment, and quality of work life on happiness at work among migrant workers in the same area. The sample group consisted of 270 Myanmar migrant workers. Data were collected using a questionnaire and analyzed through descriptive statistics and multiple regression analysis.

The research findings revealed that the overall of opinion on organizational climate factors were at a relatively high level, while organizational commitment factors and quality of work life factors were at a high level. The hypothesis testing found that organizational climate factors, specifically in the area of responsibility, affected work happiness with statistical significance at the 0.01 level. Organizational commitment factors, including high confidence in accepting organizational goals and values, and employees' willingness to demonstrate their abilities to the organization, affected work happiness with statistical significance at the 0.01 level. Quality of work life factors, including adequate and fair compensation, appropriate and safe environment, opportunities for capability development, and work-life balance, affected work happiness with statistical significance at the 0.05 and 0.01 levels. These research findings provide valuable insights that can be applied as guidelines for human resource management strategic planning to promote work happiness among foreign workers. By implementing these strategies, organizations can enhance employee satisfaction, increase productivity, and strengthen their competitive advantage in today's challenging business environment, ultimately contributing to sustainable organizational success and development.

FACTORS INFLUENCING THE WORK PERFORMANCE OF EMPLOYEES AT TEIJIN (THAILAND) IN THE TEXTILE INDUSTRIES SECTOR

Apiwut Thetsakal — 2025-07-08

The aims of this study included achievement of two primary objectives: (1) to examine the levels of employee perceptions regarding work motivation, innovative work behavior, and job performance at Teijin (Thailand) Co., Ltd., which operates in the textile industries sector; and (2) to investigate the effects of work motivation and innovative work behavior on employee job performance. A quantitative research method was employed in this study with data collected from a total of 231 employees using a structured questionnaire specifically designed to measure the relevant variables. The collected data were analyzed through the use of descriptive statistics and multiple regression analysis.

According to the results, the employees reported a high level of work motivation, with the highest mean score observed in the area of job responsibility. Likewise, the overall level of innovative work behavior was also rated as high, with idea implementation being the most prominent component. Job performance among employees was also found to be high overall, with the highest score reported in the area of the speed of work. The hypothesis testing revealed that specific work motivation factors, namely achievement, the nature of the work, and opportunities for advancement, had a statistically significant influence on employee job performance at the .01 level. Furthermore, innovative work behavior factors such as idea generation, idea support, and idea implementation also showed statistically significant impacts on performance at both the .05 and .01 levels.

These findings underscore the importance of promoting both employee motivation and innovative behavior within the organization and also provide essential insights into the design and implementation of strategies to improve job performance that can be applied in human resource management. Ultimately, these results can be utilized as a practical guideline to support sustainable organizational growth and enhance competitiveness within the textile industries sector.

FISCAL AUTONOMY IN THE REVENUE COLLECTION OF LOCAL ADMINISTRATIVE ORGANIZATIONS: A CASE STUDY OF CITY MUNICIPALITIES

Airawee Wiraphanphong — 2025-07-08

The aims of this research were: (1) to measure the fiscal autonomy in the revenue of city municipalities during the fiscal years 2018–2022, (2) to explore the trends in fiscal autonomy in revenue among city municipalities over the same period, and (3) to propose policy recommendations to enhance local fiscal autonomy in revenue. The study employed a quantitative research approach, utilizing indices such as the Revenue Independence Index (RII), the Revenue Dependency Index^Government (RDIG), and the Revenue Dependency Index^Subsidy (RDIS).

The results of the study were as follows. (1) The fiscal autonomy of the municipalities in terms of revenue during the fiscal years 2018–2022 was at a very low level, with the RII index at an average of 15.60%, reflecting that the municipalities still had no fiscal autonomy in terms of revenue, while the RDIG index was at a medium level, with an average of 43.67%, and the RDIS index was also at a medium level, with an average of 40.75%, reflecting that the municipalities needed to continue to rely on fiscal revenue collected and allocated by the government as well as subsidies. (2) The fiscal autonomy of municipalities tended to decrease in the fiscal years 2020–2021 due to the COVID-19 pandemic, amendments to laws, and Cabinet resolutions affecting local revenue collection. In fiscal year 2022, the trend of independence increased but was not as high as that in the fiscal years 2018–2019. (3) To enhance fiscal autonomy in terms of revenue, the government should improve tax regulations, reduce local control and decentralize fiscal power, while municipalities should develop new revenue streams, innovations and revenue collection channels.

FACTORS AFFECTING GRADUATION OF GRADUATION SUCCESS GRADUATE OF RAJAMANGALA UNIVERSITY OF TECHNOLOGY SUVARNABHUMI

Rattanaporn Chanthra — 2025-07-08

This research aimed to achieve three primary objectives: (1) to examine the various factors that influence the graduation success of graduate students in the field of Technical Education within the Faculty of Industrial Education at Rajamangala University of Technology Suvarnabhumi; (2) to compare these influencing factors across different demographic groups, identifying any significant variations; and (3) to explore the interrelationships among the factors affecting graduation success. The target group for this study comprised alumni, current students, and final-year graduate students enrolled in the Technical Education program at the Faculty of Industrial Education, Rajamangala University of Technology Suvarnabhumi. To analyze the collected data, a range of statistical methods was employed, including frequency distribution, percentage analysis, mean (µ), standard deviation (σ), t-test, and Pearson’s product-moment correlation coefficient. These statistical techniques were utilized to determine the key factors that impact graduation success. In total, data from 168 individuals were gathered, providing valuable insights into the subject matter.

The research findings indicated that: (1) The personal characteristics of students were found to have a moderate influence on graduation success, followed closely by family status. Among the various individual factors examined, the ability to effectively apply appropriate research processes and methodologies emerged as the most significant determinant of graduation success; (2) Comparing the factors influencing graduation, male students perceived that personal characteristic had a higher impact on graduation success compared to female students, with statistical significance at the .05 level, and (3) The analysis of relationships among factors influencing graduation success revealed that personal characteristics of students, attributes of thesis/dissertation advisors, family status, peer relationships, and available facilities were significantly related to graduation success at the .05 level.

THE INFLUENCE OF MOTIVATION AND PERCEPTIONS ON CULTURAL TOURISM ON TOURIST LOYALTY IN TOURIST ATTRACTIONS IN SAMUT SONGKHRAM

Romklao Sintam — 2025-07-08

The objectives of this research were: (1) to investigate the level of motivation, perceptions on cultural tourism and tourist loyalty in tourist attractions in Samut Songkhram, and (2) investigate the influence of motivation and perceptions on cultural tourism on tourist loyalty in tourist attractions in Samut Songkhram. The research was quantitative. The questionnaire was used as the tool for data collection. The sample consisted of 400 tourists in Samut Songkhram Province. Data analysis employed descriptive statistics, including mean, standard deviation. Inferential statistics included Pearson correlation analysis and multiple regression analysis with Enter method. The research results were revealed as follows: (1) The mean of motivation was at a high level (= 4.12). The aspect with the highest average was Physical (= 4.29). The mean of perceptions on cultural tourism was at a high level ( = 4.15). The aspect with the highest average was tourist attraction (= 4.20). The mean of tourist loyalty was at a high level (= 4.20). The aspect with the highest average was intention to revisit (= 4.22). (2) Motivation had a significant positive correlation with tourist loyalty at a level of 0.01. The correlation coefficient of motivation was 0.271. Perceptions on cultural tourism had a significant positive correlation with tourist loyalty at a level of 0.01. The correlation coefficient of perceptions on cultural tourism was 0.502. (3) Motivation significantly affected tourist loyalty (beta=0.317) and perceptions on cultural tourism significantly affected tourist loyalty in tourist attractions in Samut Songkhram (beta=0.261) at a level of .01.

FROM CULTURAL GENES TO SMART LIGHTING DESIGN: MODERN TRANSLATION OF COMMERCIAL LANTERNS FROM THE SONG DYNASTY

Lu Guangpu — 2025-07-08

Integrating historical cultural elements into contemporary smart lighting design presents a challenge, as it requires balancing innovation with heritage preservation. This study focused on Song Dynasty commercial luminaires and aims to: (1) investigate the formal characteristics of these luminaires through design archaeology, revealing their balance of standardization and personalization; (2) develop a model for translating traditional cultural elements into modern lighting design; and (3) propose a methodology for integrating smart lighting and neo-consumption trends, recontextualizing cultural elements in contemporary design.

Through analysis of 42 Song paintings, 17 textual records, and 23 archaeological artifacts, this study revealed the integration of form and function in the commercial lighting systems of the Song Dynasty through archaeological design analysis, highlighting the intersection of historical and modern design. The findings showed that Song Dynasty lighting fixtures were not only practical tools but also cultural symbols, encompassing transformations in materials, structures, functions, and meanings. Using the tri-axial translation model (form-function-culture), the study translated design elements from traditional Song Dynasty lighting into contemporary lighting design, exploring how traditional culture can be applied in modern design. Additionally, the research introduced a four-stage evolutionary methodology that integrates cultural gene extraction, design encoding, contemporary mapping, and user decoding, achieving an organic fusion of traditional heritage with smart lighting technologies, promoting the inheritance and innovation of Song Dynasty cultural heritage in modern design.

The findings highlighted that successful cultural translation involves both modernizing forms and reawakening cultural memory. This work provided a scalable methodology for designers to balance heritage preservation with innovation, offering tools for creating lighting systems that connect emotionally while meeting contemporary needs. By recontextualizing Song design principles, the study promoted sustainable, human-centric smart lighting, demonstrating that ancient wisdom can guide future design practices.

DEVELOPMENT OF READING COMPREHENSION AND IMAGINATIVE WRITING ABILITIES THROUGH A LEARNING ACTIVITY SET FOR READING AND WRITING IN THAI COMBINED WITH THE SQ6R TECHNIQUE USING MIXED-GRADE CLASSROOM MANAGEMENT FOR GRADE 3 AND GRADE 4 STUDENTS

Warawut Malaput — 2025-07-08

This research aimed: (1) to systematically develop the reading comprehension ability of third and fourth-grade students, with at least 80% of students achieving a score of 80% or higher, and (2) to effectively develop the ability to write imaginative stories for third and fourth-grade students, by using the SQ6R learning management model combined with a Thai reading and writing activity set, with at least 80% of students achieving a score of 80% or higher. The target group consisted of a total of 7 students from the 3rd and 4th grades, selected using a purposive sampling method. The research tools used were divided into three categories: 1) essential tools for organizing the learning process, including lesson plans; 2) tools for reflecting on the results of the teaching process, including (1) post-lesson reflection logs, (2) observation of students’ learning behavior, (3) reading comprehension tests, and (4) imaginative writing tests; and 3) tools for data analysis, including reading comprehension tests and imaginative writing tests (essay-type). The data was analyzed quantitatively using basic statistical values such as mean, standard deviation, and percentage, and qualitatively using content analysis. The findings of the research indicated that: (1) overall, the reading comprehension ability of third and fourth-grade students showed 100% of students meeting the set standard of 80% or higher, which was above the established criterion, and (2) similarly, the ability to write imaginative stories of third and fourth-grade students also showed 100% of students meeting the set standard of 80% or higher, which was above the established criterion.

THE DEVELOPMENT OF READING AND WRITING SKILLS IN SPELLING IRREGULAR WORDS AND CREATIVE THINKING SKILLS OF SECOND GRADE STUDENTS USING BRAIN-BASED LEARNING COMBINED WITH ARTS AND CRAFTS ACTIVITIES

Natthanon Raksawong — 2025-07-08

This research aimed to 1) develop the skills of reading and spelling words that do not conform to the standard of the second-grade students by 80.00 percent of the students passed the criteria of 80.00 percent or more. 2) develop the skills of writing and spelling words that do not conform to the standard of the second-grade students by 80.00 percent of the students passed the criteria of 80.00 percent or more.
3) develop the skills of creative thinking of the second-grade students by 80.00 percent of the students passed the criteria of 80.00 percent or more. The target group is grade 2 students in the 2024 academic year at Ban Kut Mek School, Udon Thani Province, by purposive selection. This research used the principles of action research. The tools used to collect data include learning management plans, learning management results recording forms, student behavior observation forms, reading skills test that does not correspond to the standard, and writing skills test that does not correspond to the standard. and the assessment of creative thinking skills by using statistics for data analysis including mean, standard deviation and percentage. Qualitative data were analyzed by content analysis.

The research results found that 1) the reading and spelling skills of the second-grade primary school students did not meet the standards at 100.00 percent, passing the criteria of 88.00 percent and above. 2) the writing and spelling skills of the second-grade primary school students did not meet the standards at 100.00 percent, passing the criteria of 85.00 percent and above. 3) the creative thinking skills of the second-grade primary school students did not meet the standards at 100.00 percent, passing the criteria of 83.75 percent and above.

THE FDI-INCOME-ENERGY-ENVIRONMENT NEXUS AND FISCAL POLICY UNDER CARBON NEUTRALITY REGULATION: EVIDENCE FROM SIX EAST ASIAN ECONOMIES

Sarunchana Sinmee — 2025-07-08

This research investigated the complex relationship between carbon dioxide emissions and economic determinants in East Asian economies, with particular emphasis on the impact of foreign direct investment (FDI), energy consumption patterns, gross domestic product per capita, and governmental fiscal policy instruments on CO₂ emissions during the period between 2001 and 2023. The study employed a quantitative methodological framework utilizing longitudinal panel data collected from six distinct economic jurisdictions: Japan, South Korea, Singapore, China, Indonesia, and Thailand. Secondary data were systematically extracted from the World Bank database, with analytical procedures incorporating Panel Unit Root Tests and Feasible Generalized Least Squares (FGLS) to address heteroskedasticity and autocorrelation concerns inherent in cross-sectional time-series data.

The empirical findings demonstrated that energy consumption emerged as the predominant driver of carbon dioxide emissions, exhibiting a robust positive coefficient of 0.656 (p<0.01) across the examined economies. Evidence supporting the Environmental Kuznets Curve hypothesis, which postulates an inverted U-shaped relationship between economic development and environmental degradation, was observed exclusively in Japan, with statistically significant GDP and GDP² coefficients of 137.0 and -6.316 (p<0.05), respectively. Concerning fiscal policy instruments, taxation mechanisms demonstrated efficacy in mitigating CO₂ emissions only in China and Indonesia, with respective coefficients of -0.036 and -0.207 (p<0.1). Interestingly, foreign direct investment did not exhibit statistically significant effects on emission levels across the sampled economies.

These nuanced findings underscore policymakers' need to design and implement differentiated environmental strategies that acknowledge and accommodate the heterogeneous stages of economic development across East Asian economies. The results suggest that a one-size-fits-all approach to environmental policy formulation would be suboptimal given the diverse relationships between economic factors and carbon emissions observed across different jurisdictions within the region.

GENDER INEQUALITY IN THE BOOK “YAIMAO WON SON YING”

Athikanyapak Saephu — 2025-07-08

This research aimed to examine gender inequality in the book “Yaimao Won Son Ying” in three aspects: (1) Patriarchy, (2) Gender bias, and (3) Resistance to patriarchal power. The researcher examined gender inequality in the book. The scope of the research was the book "Yaimao Won Son Ying" by Seree Wongmontha. The researcher employed documentary research using the book "Yaimao Won Son Ying" as the primary source. The study gathered key teachings on gender inequality, reviewed related research, analyzed data through content analysis, and presented the results in the form of descriptive analysis, followed by a summary and discussion of the research findings.

The results showed that the book addressed gender inequality in three aspects which were (1) Patriarchy which included women could not be leaders. Women could not act on their own desires like men and women were tools to satisfy men's desires. (2) Gender bias which included women were not accepted into the workforce. Women were not given opportunities to showcase their abilities and women were undervalued, and (3) Resistance to patriarchal power which included self-reliance, self-appreciation, and the decision to break up with their partners.

The benefit of this research reflected that the content in the book "Yaimao Won Son Ying" by Seree Wongmontha taught women to step out of traditional norms that were imposed by society and the value that was placed on women. Moreover, the book also taught women not to succumb to patriarchal power through the teachings that guided women to recognize resistance against patriarchal power which enabled them to live happily in society.

FOOD GUIDELINES FOR HIGH SCHOOL VOLLEYBALL PLAYERS IN THE DEMONSTRATION SCHOOL UNDER THE MINISTRY OF HIGHER EDUCATION, SCIENCE, RESEARCH AND INNOVATION

Sirachach Meesanga — 2025-07-08

Adequate and nutritionally appropriate dietary intake plays a pivotal role in maintaining optimal physiological readiness in athletes, which is essential for sustaining the intensity of training and competitive performance. This study employed a mixed-methods research design, integrating both quantitative and qualitative approaches. The quantitative component involved a structured questionnaire, while the qualitative dimension encompassed in-depth interviews and focus group discussions. The objectives of this study were: (1) to investigate the dietary behaviors of high school volleyball athletes, and (2) to develop and propose evidence-based dietary guidelines tailored to the specific needs of this athletic population. The study population comprised 250 high school volleyball athletes enrolled in demonstration schools under the jurisdiction of the Office of the Permanent Secretary, Ministry of Higher Education, Science, Research, and Innovation. Purposive sampling was used to select 14 student-athletes and 9 subject-matter experts who participated in qualitative data collection. Research instruments included a validated dietary behavior questionnaire, a 24-hour dietary recall form, and an evaluative tool assessing the relevance and feasibility of the proposed dietary guidelines. Data were analyzed using descriptive statistics, including means and standard deviations, as well as thematic content analysis for qualitative data. Findings indicated that: (1) athletes' overall dietary behavior was at a moderate level; (2) the average daily caloric intake based on the 24-hour recall was 1,461 kilocalories, substantially lower than the recommended daily intake of 2,400 kilocalories; and (3) the proposed dietary guidelines consisted of three strategic components: nutrition education recommendations, a structured dietary guideline manual, and engagement in supportive nutritional promotion activities. The proposed framework was assessed to be highly appropriate and feasible. The study recommends the implementation of targeted nutritional education interventions and the integration of student satisfaction assessments to inform the ongoing development of school-based meal programs for student-athletes.

CONFIRMATORY FACTOR ANALYSIS OF THAI TOURIST’S DEMAND FOR ADVENTURE TOURISM IN NAKHON NAYOK PROVINCE

Natthineeporn Pingkaew — 2025-07-08

This article aimed to analyze and validate the structural model of second-order confirmatory factor analysis (CFA) concerning Thai tourists' preferences for adventure tourism in Nakhon Nayok Province. A sample of 400 Thai tourists was selected through accidental sampling, with data collected via a structured questionnaire. The statistical tools employed for data analysis included descriptive statistics and second-order CFA.

The research findings indicate that the analysis of the components of Thai tourists' needs regarding adventure tourism in Nakhon Nayok Province revealed 19 variables across 4 components: accessibility, tourism activities, tourist attractions, and facilities. The aspects of tourism activities, tourist attractions, and facilities align with the conceptual framework and empirical data. The four components have weights ranging from 0.70 to 0.92, ranked from highest to lowest as follows: 1) Accessibility, 2) Tourism activities, 3) Tourist attractions, and 4) Facilities. The model's components meet the statistical criteria and are significantly coherent (c² _2nd order= 61.046, df = 1.152, p-value = 0.209, CFI = 0.999, GFI = 0.984, AGFI = 0.943, RMSEA = 0.020). Therefore, this model can be applied to plan the development of adventure tourism in Nakhon Nayok Province.

TYPES AND SEMANTIC CATEGORIES OF TAI PHUAN CLASSIFIERS: A STUDY IN COGNITIVE SEMANTICS

Usana Aree — 2025-07-08

This research examined the types and semantic categories of classifiers in Tai Phuan language from a cognitive semantic perspective. This research was a qualitative study using a descriptive method. The research tools included a wordlist and a set of guiding questions used for collecting field data. The study identified a total of 275 classifiers in Tai Phuan language and analyzed them across three dimensions: classifier types, semantic categories, and prototype characteristics.

Types of Tai Phuan classifiers can be divided into two main categories:
(1) Classifiers for nouns, which were further categorized into five subtypes: kind-based meaning, perceptual meaning, collective meaning, measurement units, and action-based meaning, and (2) Classifiers for verbs, which were divided into two subtypes: classifiers used with bounded actions and classifiers used with unbounded actions.

Semantic categories of Tai Phuan classifiers were organized according to their fundamental meanings that appeared in everyday contexts before extending to various contextual applications. Eight semantic categories were identified: object, shape/form, human, location, plant, abstract concepts, animal, and vehicle. This categorization reflected how basic semantic properties in daily life served as the foundation for broader contextual meaning extensions.

The prototype of Tai Phuan classifiers based on the concept that prototypical classifiers must possess genuine classifier properties, namely frequent occurrence and compatibility with a diverse range of modified words. The findings revealed that the most prototypical classifier for nouns was /ɂan²/ while the most prototypical classifier for verbs was /thɨ:⁴/. Both classifiers demonstrated remarkable versatility, functioning as classifiers for lexical items across numerous categories and a wide variety of words.

BEST PRACTICE FOR DRIVING THAI UNIVERSITIES TOWARDS THE SUSTAINABLE DEVELOPMENT GOALS

Dowroong Watcharinrat — 2025-07-08

This study aimed to identify best practices for driving Thai universities toward sustainable development, with a focus on research and innovation-oriented universities. These institutions play a crucial role in implementing Sustainable Development Goals (SDGs) through research and innovation. The study targeted university presidents or their designated representatives from eight Thai universities ranked among the top 400 in the 2023 Impact Rankings. A qualitative research approach was employed, utilizing in-depth interviews and data analysis through Typological Analysis, Domain Analysis, and Analytic Induction to synthesize key insights with theoretical frameworks and prior research. The findings revealed that research-oriented universities should adopt the following strategies: (1) Raising awareness and integrating SDGs across all organizational levels, (2) Establishing clear goals and policies, (3) Creating dedicated units for SDG implementation, (4) Allocating necessary resources, (5) Developing a systematic database for planning and improvement, (6) Enhancing interdepartmental communication, (7) Strengthening partnerships with stakeholders, and (8) Linking SDGs with research and innovation to create tangible societal impacts. The study introduced a new knowledge perspective: the successful implementation of SDGs in research universities requires integrating their core mission of research and innovation with sustainable development objectives through a research-for-impact mechanism. Furthermore, fostering strategic collaborations with the private sector, civil society, and relevant organizations is crucial to enhancing operational efficiency and expanding the real-world impact of SDGs.

RESEARCH AND DEVELOPMENT OF THE SUKHOTHAI CREATIVE CITY CURRICULUM FRAMEWORK FOR HANDICRAFTS AND FOLK ARTS IN ALIGNMENT WITH THE MISSION OF MEMBERS OF THE CREATIVE CITY NETWORK ORGANIZATION FOR EDUCATION UNITED NATIONS SCIENCE AND CULTURE (UNESCO)

Karanphon Wiwanthamongkon — 2025-07-08

This research aims to: (1) Analyze the framework development approach for the Sukhothai Creative City curriculum, (2) Develop and evaluate the quality of the curriculum framework, (3) Examine the implementation of the curriculum framework in school curriculum development, and (4) Define the effectiveness of the curriculum framework implementation and propose strategies for its broader application. This study employed a research and development (R&D) methodology, with the target group consisting of educational institutions in Sukhothai Province in the year 2021. A total of 51 institutions participated voluntarily through volunteer sampling. The research instruments included a questionnaire, an interview form, the Sukhothai Creative City curriculum framework document, a training manual for curriculum framework implementation, a curriculum quality assessment form, and a curriculum implementation monitoring form. The statistical methods used in the study included percentage, mean, standard deviation, and content analysis. The research results were found as follows: 1) The Sukhothai Creative City Curriculum Framework for Handicrafts and Folk Arts consists of 9 categories and has a manual for implementation. There is also training for educational institutions, focusing on practical work, together with supervision and monitoring of educational institutions. 2)The development of the Sukhothai Creative City curriculum framework document for school implementation was evaluated by experts, yielding an average appropriateness score of 0.84. 3) The implementation of the curriculum framework resulted in a training manual consisting of 4 chapters, totaling 18 hours. It was used and tested after training with an overall average score at a high level. A total of 57 courses were obtained with an overall quality at a high level. and 4)The effectiveness of the curriculum framework implementation in schools was rated at a high level. Recommendations were made to enhance the system and mechanisms for broader and more effective implementation.

THE INFLUENCE OF INNOVATION ADOPTION AND MARKETING MIX ON THE PURCHASE DECISION OF ELECTRIC VEHICLES AMONG CONSUMERS IN THE EASTERN SEABOARD INDUSTRIAL AREA, RAYONG PROVINCE

Nopadon Rotthong — 2025-07-08

This research aimed to study: (1) The decision-making of consumers in the Eastern Seaboard Industrial Estate, Rayong Province to purchase electric vehicles, (2) The factors of product innovation acceptance and marketing mix that influenced the demand and decision-making process of consumers to purchase electric vehicles in the Eastern Seaboard Industrial Estate, Rayong Province, and (3) The policies to support and promote the use of electric vehicles that influenced the demand and decision-making process of consumers to purchase electric vehicles in the Eastern Seaboard Industrial Estate, Rayong Province. This research was quantitative research. The sample group was 400 consumers in the Eastern Seaboard Industrial Estate.
The research instrument was a questionnaire. The statistics used frequency, percentage, mean, standard deviation, Pearson's correlation, and logistic regression analysis.

The research results found that (1) The decision to purchase electric vehicles of consumers in the Eastern Seaboard Industrial Estate, Rayong Province, found that most respondents decided to purchase electric vehicles, 263 people, or 65.7%. 2) The variables entered into the equation for forecasting the demand for electric vehicles of consumers in the Eastern Seaboard Industrial Estate, Rayong Province, with a significance level of .05 were occupation, product, and location respectively. It was found that the variables entered the equation for forecasting the demand for electric vehicles of consumers in the Eastern Seaboard Industrial Estate, with a significance level of .01 were comparative benefits and government policies respectively. These independent variables could jointly explain the variance in the demand for electric vehicles of consumers in the Eastern Seaboard Industrial Estate, Rayong Province, by 34.50%.

BUILDING BRAND EVANGELISM THROUGH BRAND EXPERIENCE AND BRAND INNOVATION AMONG MILLENNIAL CONSUMERS IN THE SMARTPHONE BUSINESS

Cholthida Saewanee — 2025-08-27

This study aims to: (1) examine the effect of brand experience on brand innovation and brand evangelism, (2) investigate the impact of brand innovation on brand evangelism, (3) explore the mediating role of brand innovation in the relationship between brand experience and brand evangelism, and (4) summarize the relationship between brand experience and brand innovation in fostering brand evangelism among millennial consumers in the smartphone industry. The research employed a structured online questionnaire as the primary data collection instrument. The sample consisted of 446 millennial consumers who had used or experienced using a smartphone within the six-month period from May to October 2024. A non-probability sampling method, specifically snowball sampling, was used to recruit participants. Data were analyzed using descriptive statistics, including percentage, mean, and standard deviation, through statistical software. The quality of the measurement model was assessed using confirmatory factor analysis (CFA), and the hypotheses were tested via structural equation modeling (SEM). In addition, the indirect effects and mediation analysis were conducted using the bootstrapping technique. The results revealed that: (1) brand experience has a positive influence on both brand innovation and brand evangelism; (2) brand innovation positively affects brand evangelism; (3) brand innovation partially mediates the relationship between brand experience and brand evangelism; and (4) brand evangelism can be cultivated either directly through brand experience and brand innovation, or it can begin with brand experience and subsequently be developed through brand innovation. This study contributes to the academic literature on brand management by offering a consumer-based perspective and provides practical implications for enhancing competitive advantage through strategic brand experience and innovation.

EXPERIENTIAL LEARNING ACTIVITIES TO ENHANCE KNOWLEDGE AND FOSTER PARTICIPATION IN PRESERVING THONG DESSERT WISDOM IN PHRA NAKHON SI AYUTTHAYA PROVINCE

Wichetchay Kamonsujja — 2025-08-27

This research aimed to: (1) develop a model of experiential learning activities to enhance knowledge and promote participation in preserving the cultural heritage of Thong desserts in Phra Nakhon Si Ayutthaya Province, (2) compare students' understanding of Thong dessert heritage before and after participating in the activities, and (3) analyze how these activities influence students' participation in preserving the heritage of Thong desserts. This qualitative study adopted Kolb’s experiential learning theory as its conceptual framework. The sample consisted of 15 first-year students from the Thai for Innovative Communication and Career program, Faculty of Liberal Arts, Rajamangala University of Technology Suvarnabhumi.
Research tools included pre- and post-tests, a satisfaction questionnaire and in-depth interviews. Data were analyzed using mean, standard deviation and a paired t-test.

The findings revealed that: (1) the developed learning activities effectively enhanced students’ knowledge of Thong desserts across various dimensions, (2) students’ post-test scores were significantly higher than their pre-test scores at the .05 level, indicating improved understanding, and (3) students developed more positive attitudes and a stronger sense of participation in preserving Thai dessert heritage. Questionnaire responses and interviews confirmed that most students recognized the cultural value of Thong desserts and expressed
a willingness to share their knowledge with others.

THE RESULTS OF USING GAMES ON MOBILE APPLICATION TO ENHANCE CRITICAL THINKING OF SECONDARY STUDENTS UNDER THE SECONDARY EDUCATIONAL SERVICE AREA OFFICE PHRANAKHON SI AYUTTHAYA

Jiraporn Meesanga — 2025-08-27

This article primarily aims to study the results of using game on mobile applications to enhance critical thinking for secondary school students whereas the secondary objectives are to 1) compare students' critical thinking before and after using the game on a mobile application, 2) compare the critical thinking of students with different genders and academic achievement levels after using the game on a mobile application, and 3) study students' satisfaction with the game on a mobile application. This research was quantitative research. The sample consisted of 131 secondary school students under the secondary educational service area office Phranakhon Si Ayutthaya, selected through multi-stage sampling. The instruments for collecting data in research were a critical thinking test and a student satisfaction assessment. The statistics used in data analysis included mean, standard deviation, t-test, and F-test. The research results were found as follows;

1) After using the game on the mobile application to enhance critical thinking, secondary school students exhibited significantly higher critical thinking than before, with statistical significance at the .05 level.

2) The results of the comparison of the difference in the average critical thinking scores of secondary school students with different genders and academic achievement levels. It was found that the critical thinking of male and female students was not different, and students with different levels of academic achievement had different critical thinking. Statistically significant at the level of .05

3) Students' satisfaction with the game on the mobile application to enhance critical thinking in all aspects was at a high level.

THE IDEAL OF TEACHING: A TWENTY-YEAR REVIEW AND OUTLOOK ON “HIGHER EDUCATION DANCE” INSTRUCTION

Xu Chenglong — 2025-08-27

In 1997, the prestigious Shaanxi Normal University and renowned Fujian Normal University pioneered the establishment of the innovative “Dance Education” major in higher normal universities in China. Since then, beginning in 1999, various prominent normal universities and diverse comprehensive universities across the country have successively introduced dance disciplines. The term “Higher Education Dance” refers specifically to specialized dance programs offered at higher normal universities and, more broadly, to comprehensive dance disciplines established in reputable universities. The twenty years since the graduation of the first cohort of dance undergraduates in the 21st century have witnessed the remarkable development of higher dance education. This paper aimed to provide a thorough review and discussion of the past two decades of dance education in higher normal universities, focusing on aspects such as training objectives, curriculum design, and teaching evaluation. In addition, this study also assessed the significant impacts and development of Higher Education Dance programs in China over the past two decades by analyzing graduates’ valuable academic experiences, career trajectories, and perceptions of the discipline. The research results were as follows: 1) Higher Education Dance programs effectively prepare graduates for teaching careers, though a small percentage transition to non-dance fields, highlighting a need for broader interdisciplinary training. 2) The curriculum structure aligns with national policies, integrating general education, dance training, and pedagogy, yet gaps remain in practical training and regional dance integration. 3) While urban universities offer better faculty and resources, less-developed regions face faculty shortages, infrastructure limitations, and student skill disparities, requiring policy support and curriculum improvements.

GUIDELINE FOR DEVELOPING THE POTENTIAL OF OPERATIONS STAFF TO USE POINT OF SALE TECHNOLOGY IN SMALL AND MEDIUM-SIZED RESTAURANT BUSINESSES (SMES) IN BANGKOK

Rakchanok Srichomngam — 2025-08-27

This qualitative research aimed (1) to explore the readiness and feasibility of small and medium-sized restaurant businesses (SMEs) in Bangkok regarding technology adoption and operational practices in real-world settings, (2) to examine the current business environment in the restaurant industry, (3) to analyze the potential of operational staff in restaurant businesses, and (4) to establish guidelines for developing the potential of operational staff in terms of using Point of Sale (POS) technology. Data were collected through non-participant observation, in-depth interviews, and focus group discussions with 21 key informants, including representatives from government agencies, the private sector (entrepreneurs), and staff from Southern Thai restaurants in Bangkok. Data were analyzed using content analysis and presented in descriptive format.

The findings revealed several issues. First, most restaurants were ready in terms of service quality and technology implementation for management. Second, the restaurant business environment faces intense competition, economic slowdown, and declining consumer purchasing power, while operational costs are increasing. Third, entrepreneurs should prioritize developing operational staff capabilities in terms of using POS technology and selecting appropriate technology to enhance accuracy and service efficiency. Finally, the guidelines for developing the potential of operational staff should reflect each business's strengths and objectives, along with four operational factors, comprising human resources (emphasizing training and organizational culture building), management (establishing systematic work processes), technology (selecting appropriate technology), and finance (managing budgets efficiently) to enhance competitiveness and sustainable growth.

INSTRUCTIONAL DESIGN USING EXPERIENTIAL LEARNING THEORY TO ENHANCE ART TEACHING COMPETENCY OF UNDERGRADUATE STUDENTS IN EARLY CHILDHOOD EDUCATION PROGRAM IN CHINA

Hongyi Chen — 2025-08-27

The purposes of this research were (1) to study the current situation of Art teaching competency of students majoring in Early Childhood Education at Lishui University, and (2) to develop an instructional model using experiential learning theory to enhance Art teaching competency of undergraduate students in Early Childhood Education Program. There were two phases to this investigation. A qualitative research method was used in Phase 1 to analyze various data sources. Additionally, it included semi-structured interviews with three participant groups: five Early Childhood Art teachers with at least five years of experience in their field; ten undergraduate students who had finished the course "Art"; and five experts with at least five years of curriculum and instruction experience were chosen through purposive sampling. Based on the findings from Phase 1, the researcher developed an instructional model and submitted it to five experts in early childhood education and art instruction to evaluate its content validity. A 5-point rating scale was used to assess the alignment of the model with the specified objectives. The results of the study were as follows:

1) Phase 1 found that current competencies did not adequately meet the practical requirements for fostering students' artistic development in early childhood education. Therefore, improving the current model required the development of more effective educational models. The development of this model should be directed by related concepts and components that support a logical learning experience.

2) Seven essential elements comprised the instructional model developed in Phase 2: 1) principles, 2) goals, 3) instruction, 4) content, 5) strategy, 6) learning environment, and 7) evaluation. Five experts' evaluations revealed that the model's IOC value was 1.00 and its overall value was 4.45. This demonstrated how well the model worked to enhance the effectiveness of ART lessons in early childhood education.

FACTORS INFLUENCING THE DIGITAL TRANSFORMATION OF AGENCIES UNDER THE EXCISE DEPARTMENT REGION 1, EXCISE DEPARTMENT

Thanadet Neramit — 2025-08-27

This research article aimed to examine the influence of 1) internal organizational factors and 2) external organizational factors on the digital transformation of agencies under the Excise Department Region 1. A quantitative research methodology was employed whereas the sample consisted of 230 personnel working within agencies. The sample size was determined by using the G*Power program to ensure statistical reliability. A multistage sampling technique was employed, consisting of stratified random sampling within sub-agencies and simple random sampling. Data were collected using a structured questionnaire developed from relevant literature and validated by experts. Descriptive statistics, including frequency, percentage, mean, and standard deviation, were used to summarize the data, while inferential statistics, specifically multiple regression analysis using the Enter method, were employed to test the research hypotheses.

The results revealed that 1) internal organizational factors, including leadership, personnel and organizational structure had a significant influence on digital transformation. These factors explained 76.40% of the variance (R² = 0.764) and had a predictive power of 75.40% (Adjusted R² = 0.754) and 2) external organizational factors, including political, social, economic, and technological aspects, also significantly influenced digital transformation, accounting for 78.10% of the variance (R² = 0.781) and 77.70% of predictive accuracy (Adjusted R² = 0.777). These findings can be used as empirical data for determining government digital policies and developing strategic plans that respond to internal and external environmental factors of the organization.