Journal of Liberal Art of Rajamangala University of Technology Suvarnabhumi

CREATING AND TRANSFERRING TECHNOLOGY TO MASSIVE OPEN ONLINE COURSE (MOOC) PLATFORM OF RAJAMANGALA UNIVERSITY OF TECHNOLOGY SUVARNABHUMI

Arnut Ruttanatirakul, Jesada Is-haak, Suchada Boonsri , Thongchai Arunchai — Fri, 22 Mar 2024 00:00:00 +0700

This research studied an online teaching and learning platform with open standards that promotes lifelong learning for future skills. An online teaching platform with open standards of Rajamangala University of Technology Suvarnabhumi (RUS MOOC) was created for enhancing teaching quality. The Massive Open Online Courses (MOOCs) are a digital age learning innovation that modern higher education institutions pay attention to and implement in teaching, learning, and academic services. The research objectives are to: 1) develop and examine appropriateness of the MOOC platform of Rajamangala University of Technology Suvarnabhumi (RUS MOOC) and 2) study the outcomes of the RUS MOOC technology transfer. The target group of the research includes three experts in ICT for education and 104 staff of Rajamangala University of Technology Suvarnabhumi in four campuses: 1) Phra Nakhon Si Ayutthaya Hantra, 2) Phra Nakhon Si Ayutthaya Wasukri, 3) Nonthaburi, and 4) Suphan Buri.

The research results revealed that: 1. The development of the RUS MOOC platform consists of five subsystems; namely, 1) Member Management System, 2) Course Management System, 3) Assessment Management System, 4) Linked Social Media, and 5) Feedback and Report. 2. The appropriateness assessment of the RUS MOOC platform by three experts in ICT for Education found that the developed platform is highly appropriate, with a mean score of 4.56 and a standard deviation (S.D.) of 0.51. and 3. The participants who underwent practical training for the aforementioned platform technology transfer were generally very satisfied, with a mean score of 4.17 and a standard deviation (SD) of 0.76.

APPLICATION OF THE ANALYTIC HIERACHY PROCESS (AHP) IN SELECTING SUPPLIERS, MANUFACTURERS OF ALUMINUM SHEETS (COILS) FOR MAKING METAL SHEET ROOFS: A CASE STUDY OF XYZ COMPANY

Karsira Trirungruang, Sirion Son-ong, Tanawat Wisedsin, Ananya Banyongpisut — Fri, 22 Mar 2024 00:00:00 +0700

The purpose of this article is to study the selection suppliers, manufacturers of aluminum sheets (coil) for making metal sheet roofs: a case study of XYZ company with the application of the Analytic Hierarchy Process (AHP) and the use of Expert Choice software program to calculate the factors to select suppliers of aluminum sheet manufacturers (coil). This research is qualitative research which includes exploratory research with in-depth interview using semi-structured interview form. Key informants include business owners, company managers, and specialists in procurement and sales. Content validity is used to measure precision and cover according to the content, by collecting data to compare and determine the weight of each factor by assessing the consistency of decisions in the order of alternative factors. The sensitivity to changes of key factors is analyzed by using the Expert Choice package. The results of the decision making of aluminum sheet suppliers (aluminum sheets coils) is synthesized according to the guidelines of the Analytic Hierarchy Process (AHP).

The findings suggested that the manufacturing company's nonconformity ratio compared to all 6 factors is 0.080. When each factor is taken to find the nonconformity ratio of the 3 supplier companies, it was found that the quality factor of the nonconformance ratio value is 0.000. The price factor is nonconformance ratio values 0.001. The delivery factor is nonconformance ratio values 0.000. The service factor is nonconformance ratio value 0.050. The trust factor is the nonconformance ratio value 0.020. The product insurance factor is nonconformance ratio value 0.050. When calculating the importance of weight, Company C has a critical weight of 0.425 or 42.55%, Company B has a critical weight of 0.291 or 29.18%, and Company A has a critical weight of 0.283 or 28.30% respectively.

AN ECONOMIC FEASIBILITY FOR THE PRODUCTION OF POLYURETHANE-COATED POLYESTER GLOVES TO REPLACE IMPORTS OF GLOVE MANUFACTURING COMPANIES IN PHRA NAKHON SRI AYUTTHAYA PROVINCE

Wasna Kanpai, Kanokporn Pakeeechai — Fri, 22 Mar 2024 00:00:00 +0700

The purpose of this article is to analyze the economic benefits of producing polyurethane-coated polyester gloves (with comparative project with importing polyester gloves coated with polyurethane in Thailand (Without Project). Throughout the project life of 10 years (2022 - 2031), by taking into the account opportunity costs and inflation. Data were collected from 1 executive, 1 marketing manager, and 1 production manager using a snowball sampling format with in-depth interviews. The structured interview Questionnaire has been tested for confidence and accuracy and has been certified for ethics in human researching.

The results showed that the production of polyester gloves coated with polyurethane (With Project) had better economic value compared with the case of importing polyester gloves coated with polyurethane in Thailand (Without Project). That is, the net present value (ENPV) was equal to 260,473,228 baht, the rate of return on cost (EBCR) was equal to 1.48 times, and the internal rate of return (EIRR) is equal to 1.82 times, higher than the case (Without Project) . It was found that ENPV was equal to 157,827,606 baht, EBCR was equal to 0.23 times and EIRR equal to 138 times, respectively. In both cases, the sensitivity of the cost price and selling price were as follows as 14 percent and 5 percent, while the payback periods were11 months, 6 days, and 25 months, 4 days, respectively.

Therefore, the production of polyurethane-coated polyester gloves to replace imports is an appropriate choice of production decision to add value to gloves for industrial use that is economically worthwhile.

ACCEPTANCE OF DIGITAL TECHNOLOGY FOR CREATIVE COMMUNITY TOURISM BASED ON SUSTAINABLE AGRICULTURE

Fri, 22 Mar 2024 00:00:00 +0700

The purposes of the research were: 1) to assess digital technology transfer for tourism by creative communities based on sustainable agriculture, and 2) to promote the acceptance of digital technology for creative community tourism based on sustainable agriculture from stakeholders. This research targeted a specific group. In terms of technology transfer, there were 44 people, while the number of technology evaluators to promote acceptance comprised 65 people. The experimental population and data collection included a group of community representatives living in the community, government officials involved in the development of digital technology, and entrepreneurs involved in community tourism. Statistics used as an evaluation tool included mean and standard deviation. The research results found that 1) digital technology transfer for tourism by creative communities based on sustainable agriculture was at the highest level, with satisfaction arranged from the highest to lowest according to 3 evaluation areas, including the characteristics of the broadcaster in terms of applying knowledge and the transmission process. Further, 2) the results of the evaluation for digital technology acceptance to promote tourism with digital technology by creative communities based on sustainable agriculture involved 5 stages as follows: Knowledge stage, which had overall analysis results at the highest level, Persuasion stage, which had overall analysis results at the highest level, Decision stage, which had overall analysis results at the highest level, Trial stage, which had analysis results at the highest level, and Confirmation stage, which had overall analysis results at the highest level. Thus, all analysis results were found to be at the highest level.

MASCULINITY CONNOTATIONS REFLECTED IN PRIMARY-LEVEL THAI LANGUAGE TEXTBOOKS

Sirirat Khunpet, Wanna Numun — Fri, 22 Mar 2024 00:00:00 +0700

This research article aimed to explore the connotations of masculinity reflected in primary-level Thai language textbooks for Grades 1-6 through the characteristics of masculinity in male characters in the textbooks’ main lessons. The research scope was a series of Thai language textbooks, “Language for Life: Phasa Phathi”, for Grades 1-6 composed by the Office of the Basic Education Commission, Ministry of Education, Thailand. Approaches to literary analysis were conducted to collect the data from 88 lessons in the textbooks and examine related research studies. After that, the data were analyzed, and the results of the research were reported using descriptive analysis, followed by a summary and discussion of the results.

According to the results, the Thai language textbooks series for Grades 1-6 displayed masculine characteristics through male characters in three age periods: 1. masculinity during childhood and youth, which included 1.1) being a leader among friends, 1.2) being considerate, 1.3) accepting mistakes, and 1.4) expressing forgiveness; 2. masculinity during adulthood, which consisted of 2.1) community leadership, 2.2) commitment to a career, and 2.3) loyalty to the monarchy; 3. masculinity during old age, which included 3.1) recognition of the monarchy as a refuge for the Thai people, 3.2) social contribution, and 3.3) education provision for children and grandchildren.

In terms of the body of knowledge, the connotations of masculinity reflected in the primary-level Thai language textbooks instilled values and appropriate male behavior in students, which was in line with the social norms that the government had created and promoted through Thai language for Grades 1-6.

COMPETENCY OF SERVICE STAFF AFFECTING HOTEL SERVICE QUALITY IN MUANG DISTRICT NAKHON RATCHASIMA PROVINCE

Chitsanupong Thanapiboonpong , Ramnarong Nilgumheang — Fri, 22 Mar 2024 00:00:00 +0700

The objectives of this research article were 1) to study the personal characteristics of service employees related to the service quality of hotels in Mueang district, Nakhon Ratchasima province; 2) to study the performance of service employees about the service quality of hotels in Mueang district, Nakhon Ratchasima province and 3) to study the competencies of service employees that affected the service quality of hotels in Mueang district, Nakhon Ratchasima province. This research was quantitative research and purposive sampling technique was used with 400 hotel service employees and selected areas in Mueang district, Nakhon Ratchasima province. Statistics used in data analysis include Frequency, Percentage, Sample Mean, Standard Deviation, Pearson's Correlation Coefficient and Multiple Regression Statistics Analysis. The results of a study found that the competency of hotel service employees in Mueang district, Nakhon Ratchasima province, had the highest personal service performance and had the level of service quality of the hotel service employees in the reliability aspect at highest level in average. The results of the study of the relationship between service employee competency and quality found that service employee competency had a very high one-way relationship with service quality with statistically significant at the 0.01 level. The results of the study of service employee competencies that affected service quality found that the personal competencies of service employees had the most positive influence on service quality with statistically significant at the 0.01 level.

A REFLECTION OF THE CONCEPT OF SUFFICIENCY ECONOMY IN PASA PATEE THAI LANGUAGE TEXTBOOKS

Mayawee Ochapong, Wanna Numun — Fri, 22 Mar 2024 00:00:00 +0700

The objective of this research article was to examine the Thai language textbooks used in Grades 1-6 regarding reflection on the concept of Sufficiency Economy that appears through characters in the textbooks’ main stories. A series of six Thai language textbooks, “Language for Life: Pasa Patee,” for Grades 1-6, was selected for this research. The scope of content was related to their main stories in 88 lessons. Documentary research was employed to collect data from the 88 lessons and examine related research studies. The data was analyzed, and the results of the research were presented, using descriptive analysis, followed by a summary and a discussion of the results.

According to the results, the stories in the textbooks reflect the concept of Sufficiency Economy in all aspects. That is, the series reflects three components: (1) moderation, which reflects the concept of living life in moderation, without extravagance, and being self-reliant; (2) reasonableness, which reflects the concept of carefulness and the use of intelligence to consider the consequences of one’s actions; and (3) self-immunity, which reflects the concept of preparation for impacts that will occur from life changes. Besides the three components, the textbooks also reflect two conditions: (1) knowledge, which reflects the concept of (1.1) living life carefully, and (1.2) living life wisely, (1.3) living life guardedly; and (2) ethics and virtues, which reflect the concept of (2.1) living life with honesty and integrity, (2.2) living life with perseverance and patience, and (2.3) living life based on mindfulness and wisdom in living life.

In terms of the body of knowledge, the reflection of the Sufficiency Economy concept in the textbooks reveals the inculcation of ethics into the youth so that they behave according to the principles of the Sufficiency Economy and live peacefully in the current situation.

FACTORS AFFECTING THE DESIRE OF THE PUBLIC SECTOR TO BECOME A PUBLIC-PRIVATE-PEOPLES NETWORK MANANAGEMENT IN REDUCING NEGATIVE IMPACTS ON SATELLITE HERITAGE SITES IN THE SURROUNDING PHAR NAKHON SI AYUTTHAYA WORD HERITAGE CITY PHAR NAKHON SI AYUTTHAYA PROVINCE

Chatdanai Jaisangiam , Therdchai Choibamroong — Fri, 22 Mar 2024 00:00:00 +0700

This research aimed to study the needs and test factors that affect the needs of the public sector to become a public-private-peoples network management in reducing negative impacts on satellite heritage sites in the surrounding world heritage city of the historical city of Phra Nakhon Si Ayutthaya. The sample was 400 people living in the 12 communities surrounding satellite heritage sites. They were selected by accidental sampling. The instrument for collecting data was questionnaires. Analysis of data was done by descriptive statistics and inferential statistics.

The research results were found as follows; 1) Most of the respondents were female accounting for 53.3 percent, aged 18-35 years accounting for 60.3 percent, working as a trader accounting for 49.0 percent, the period of residence was 11-20 years accounting for 40.3 percent. The communities have overall desire for participation of the public sector in becoming a public-private-peoples network management in order to have a negative impact on the surrounding satellite heritage sites at a high level with a total mean of 4.19 And 2) People with different ages and length of stay have different effects on the desire for participation of the public sector in becoming satellite heritage sites has a negative impact on the surrounding satellite heritage sites which is significantly different at the 0.05 level. Government should continually create awareness of the value of being a World Heritage area and provide opportunities for the community to participate in tourism activities, which will lead to raising the level of participation as a sustainable tourism

THE PARTICIPANTING BEHAVIORS OF RECREATION ACTIVITIES UNDER THE CIRCUMSTANCES OF COVID-19 OF THE AGING SOCIETY IN NAKHON NAYOK PROVINCE

Sumonratree Nimnatipun — Wed, 24 Apr 2024 00:00:00 +0700

This research article aimed to comparisons of participating behaviors of recreation activities under the circumstances of COVID-19 of the aging society in Nakhon Nayok Province classified by gender, status, family status, education level, congenital disease, and exercise. The sample included 380 elderly people in Nakhon Nayok Province, namely Mueang district, Pak Phli district, Ban Na district, and Ongkharak district, by comparing Krejcie and Morgan's size tables. The research used the selection method by dividing the sample proportions. The instrument for collecting the data was a questionnaire on the participating behavior of recreation activities and the types of recreational activities under the circumstances COVID-19 of the aging society in Nakhon Nayok Province. Data analysis was conducted using One-way ANOVA statistics.

The research results were as follows: 1) Gender affected the behavior of participating in recreational activities with statistical significance at a level of .05. 2) Status affected the behavior of participating in recreational activities with statistical significance at a level of .05. 3) Family status affected the behavior of participating in recreational activities with statistical significance at a level of .05. 4) Education level affected the behavior of participating in recreational activities with statistical significance at a level of .05. 5) Congenital disease affected the behavior of participating in recreational activities with statistical significance at a level of .05. And 6) Exercise affected the behavior of participating in recreational activities with statistical significance at a level of .05.

CULINARY WISDOM OF THE KUDI CHIN COMMUNITY

Sasithon Srithongphong, Chutamas Peeraphatchara — Wed, 24 Apr 2024 00:00:00 +0700

This research is a qualitative study. The objectives are to examine the information on the culinary wisdom classified according to the lineages of the Kudi Chin community and to study the food consumption culture of the Kudi Chin. The informants included six people of Portuguese Vietnamese and Thai descent, totaling 18 people. The data collection tools were unstructured in-depth interviews and non-participant observation. Data analysis was conducted using essence analysis.

The results indicated that the culinary wisdom of the Kudi Chin community consists of information on food wisdom from three lineages with 53 recipes, including 20 recipes from Portuguese cultural heritage, eight recipes from Vietnamese cultural heritage, and 25 recipes from Thai cultural heritage. The food consumption culture of the Kudi Chin community is divided into three areas: 1) Culinary culture - In the past, most people cooked food for themselves to eat every meal because it was a specific food of the lineage; however, nowadays, it is popular to purchase meals due to the busy pace of daily life. 2) Eating culture - It is popular to have tea or coffee with bread for breakfast and eat a single dish for lunch. In the afternoon, snacks and tea and coffee are consumed. Dinner is usually arranged as a set of dishes on a table. 3) Culture involving use of equipment and utensils - In the past, cooking utensils were commonly made of brass and wood, and utensils were commonly brass, cut glass, glazed tiles, and zinc coated. Nowadays, they are used in accordance with the current fashion and are conveniently bought. Based on this research, recommendations include organizing activities to promote knowledge about traditional local culinary wisdom and creating awareness to allow new generations see the importance of local food wisdom.

A MODEL FOR CURRICULUM DEVELOPMENT OF MUSIC TECHNOLOGY AND SOUND DESIGN IN UNDERGRADUATE INSTITUTIONS OF HIGHER EDUCATION

Woraphop Prasantri, Praphansak Phum-in, Sureerat Chinpong — Wed, 24 Apr 2024 00:00:00 +0700

The objectives of this research were 1) to determine the competencies of students in the curriculum in the music technology and sound design program, 2) to develop a model for curriculum development in the music technology and sound design program with professional competency as the base, 3) to develop a prototype curriculum for the field of music technology and sound design. The research study format used a mixed methods research process, which had the 5-step research method. The tools used in the research included questionnaires and interviewed which collected data from a sample of 200 people.

The research results found that 1) there were 9 competencies of students in the music technology and sound design curriculum that were consistent with the needs of stakeholders. 2) The model for developing the music technology and sound design curriculum had professional competency as a base, consisting of 3 processes: competency and goals, process and performance, and learning and assessment, with a total of 17 steps, with the professional competency base as the goal in developing the curriculum, which had the concept of participation of graduate users as an important focus. 3) Prototype curriculum in music technology and sound design was a model curriculum to develop music technology curricula in higher education institutions with guidelines for setting career goals consistent with student competencies obtained from research and lead to courses that reflected learning outcomes. From the students' competencies, they could lead to the goals of 2 career groups: 1) producer, artist, music production and 2) sound operator, sound engineer, technician in sound system work, and practitioners in sound recording, sound mixing.

THE DEVELOPMENT OF AN ACADEMIC COOPERATION NETWORK MODEL BETWEEN RAJAMANGALA UNIVERSITY OF TECHNOLOGY AND NETWORK SCHOOLS TOWARDS HIGHER EDUCATION

Kitti Juikumjorn, Siriporn Angsopa — Wed, 24 Apr 2024 00:00:00 +0700

The current national educational development plan emphasizes enhancing human capacity development and designates higher education institutions to mentor local schools. Rajamangala University of Technology Thanyaburi executes this policy by initiating an academic collaboration project with the Provincial Education Office in Pathum Thani province. The researchers observed that this project enables students to adequately prepare for further education or entering the workforce. Consequently, they undertook research on the development of an academic cooperation network model between Rajamangala University of Technology and network schools towards higher education. The objectives of this research are to 1) Develop an academic cooperation network model between Rajamangala University of Technology and network schools towards higher education; 2) Evaluate the handbook of an academic cooperation network model between Rajamangala University of Technology and network schools towards higher education. The research methodology is a mixed-methods approach consisting of three steps namely 1) Analyzing the results of studying the state of learning management in the academic collaboration project; 2) Developing a model of academic collaboration networks and 3) Evaluating the guidelines for the model of academic collaboration networks. The purposive sample groups included 15 stakeholders and 5 experts. Research tools used in the research are opinion questionnaires and focus group discussion. Statistics for data analysis were mean, standard deviation, and content analysis. The results of the research found that the results from stakeholders regarding the first objective had opinions on the academic cooperation network model in overall at high level ( = 4.19) and the results from experts regarding the second objective had opinion on the suitability of the handbook for the academic cooperation network in overall at high level ( = 4.37). In conclusion, the developed academic cooperation network model and the handbook has high quality and can be used as a guideline for further development and expansion.

COMMUNITY-BASED CULTURAL GASTRONOMY TOURISM ROUTE IN KUDI CHIN COMMUNITY

Patsasi Sripipatporngul, Chutamas Peeraphatchara — Thu, 25 Apr 2024 00:00:00 +0700

Local food and culture are linked to the tourism economy. Meanwhile, the community still faces problems with marketing and public relations. This research was qualitative research by means of phenomenology. The purposes of this research were to 1) study the cultural tourism route and food of the Kudi Chin community, and 2) study information about restaurants on the Kudi Chin community tour route. The informants were 21 government personnel, entrepreneurs, and local people. Tools used in the research was an Unstructured In - depth Interview. Data were collected through in-depth interviews and non-participant observation. Data were analyzed by using thematic analysis.

The results of the research found that 1) In the Kudi Chin community, there were five important places: Wat Kalayanamit Woramahaviharn, Baan Kudi Chin Museum, Santa Cruz Church, Jantanaphap Thai House, and Kian An Keng Shrine. There were tourist routes consisting of walking and cycling routes. 2) On the tour route, there were nine restaurants serving general food and local food, including Bann Sakuthong Restaurant, Window Coffee Shop, Waw-wup Kitchen Restaurant, Thanusingha, Halo NomSod Restaurant, Caf KuDeejeen Restaurant, Kanom Farang Lan Pa Pao, Pa Amporn's Bakery, Kanom Farang Kutti-Chin, Pa Lek's Bakery: Kanom Farang, and local food 20 items could be found. By this research, there are suggestions for relevant agencies to create road signs and signs showing directions and restaurant information in the community entrance area, improving routes to facilitate tourists especially tourists who are elderly.

EXTERNAL READING BOOK ABOUT SPIRITS OF THE YELLOW LEAVES FOR THAI YOUNG – ADULT, THE STORY OF “MLABRI”

Theevaraphat Waithayapisarn, Wanna Numun — Thu, 25 Apr 2024 00:00:00 +0700

The objective of this research article is to study a outside reading book about Spirits of the Yellow Leaves or Phi Tong Lueng entitled “Mlabri” that conveys the meaning of the yellow Phi Tong for youth to learn. The research method is collecting of information, studying related research and analysis of data. The results of the study are reported in the form of description, summary, and discussion of the findings. The results of the study found that outside reading book about Phi Tong Lueang entitled “Mlabri” had instilled in young learners’ respect for the humanity of nomadic tribes and known the value of forests. The textbook for outside reading conveyed the meaning of Phi Tong Lueang as follows: 1. Phi Tong Lueang was person who respected and feared nature; 2. Phi Tong Lueang was a nomadic forest person; 3. Phi Tong Lueang was the preserver of nature and the forest and 4. Phi Tong Lueang was a tribe that was about to disappear. Linguistic methods that expressed Phi Tong Lueang were as follows: 1) How to refer to (Referencing) 2) How to expand (Modification) 3) Method of metaphor (Metaphor) and 4) Method of story telling (Narrative). That is, a benefit from studying outside reading book about Phi Tong Lueang reflects that the outside reading book tries to insert the mindset of state power as a medium to instill in children and youth an awareness of the ethnic differences of people in Thai society, honor human dignity equally, even if they are nomadic forest people, they have equal rights in society. It also creates awareness among children and youth about forest conservation in Thailand, which is the source of natural perfection and ecology.

FACTORS AFFECTING BEHAVIOR IN DECREASING BLOOD GLUCOSE LEVEL AMONG UNCONTROLLED TYPE 2 DIABETIC PATIENTS IN SAM PHONG, SI SONGKHRAM, NAKHON PHANOM PROVINCE

Phijittra Wannawong — Thu, 25 Apr 2024 00:00:00 +0700

The purposes of this study were to 1) study the level of behavior to reduce blood sugar levels in patients with type 2 diabetes who cannot control their blood sugar levels and 2) study the relationship between factors related to behavior to reduce blood sugar levels in patients with diabetes Type 2, where blood sugar levels could not be controlled in the Sam Phong sub-district of Si Songkhram district, Nakhon Phanom province. The tool used in the research was a questionnaire whereas data analysis and statistics were percentage, mean, standard deviation, and Multiple Regression.

The results of the research found that perception of factors related to behavior reduces blood sugar levels was at a high level in overall. Behaviors for reducing blood sugar levels among patients was found that the level of awareness of behavior for reducing blood sugar levels among diabetic patients was at a high level in overall. The analysis of the relationship between factors related to behavior in reducing blood sugar levels and behavior to reduce blood sugar levels in diabetic patients was found that factors related to behavior in reducing blood sugar levels in terms of aspect of influence on interpersonal relationships, aspects of perceived benefits of disease prevention and treatment, aspects of situational influences, aspect of perceived barriers to practice , aspect of claims and other preferences that arise and aspect of perception of the risk of disease and perception of violence were related to the behavior of reducing blood sugar levels in diabetic patients statistically significant at 0.05.

GUIDELINES FOR ENHANCING DIGITAL LEADERSHIP OF VOCATIONAL TEACHERS UNDER THE OFFICE OF THE PRIVATE EDUCATION COMMISSION IN BANGKOK PROVINCE

Chaliya Chaiyasit, Tongluck Boontham — Thu, 25 Apr 2024 00:00:00 +0700

The purposes of this research were to 1) identify the current and desired state of digital leadership of vocational teachers under the office of the Private Education Commission in Bangkok Province and 2) suggest guidelines for enhancing digital leadership of vocational teachers under the office of the Private Education Commission in Bangkok Province. The sample of the research consisted of 316 administrators and vocational teachers under the office of the Private Education Commission in Bangkok Province. The research instrument used for collecting data was a questionnaire with a dual-response format with the reliability of .95. The data were analyzed by mean, standard deviation, and Modified Priority Need Index (PNI_Modified) and content analysis.

The research results revealed that 1) the current state of the digital leadership of vocational teachers under the office of the Private Education Commission in Bangkok Province was at the high level, the desired state of digital leadership of vocational teachers under the office of the Private Education Commission in Bangkok Province was at the highest level. 2) Guidelines for enhancing digital leadership of vocational teachers under the office of the Private Education Commission in Bangkok Province included: 1) enhancing teacher enthusiasm for learning new digital technologies, 2) enhancing the curriculum development to support the needs of the workplace and new digital technology, 3) enhancing teacher involvement in planning of the organizational development, 4) the schools enhance the new digital technology and the laboratory, and 5) the schools create the information system networking in order to exchange the data to be used in the workplaces.

FACTORS EFFECTING ON INCREASING DEMAND FROM THE GOAT PRODUCT IN PHRA NAKHON SI AYUTTHAYA

Thu, 25 Apr 2024 00:00:00 +0700

Goat meat is a good source of protein because it is low in fat and high in iron compared to other types of meat. But there is only a specific group of people consuming goat products. This article therefore has the objective to analyze factors according to customer group characteristics and market factors that affect the opportunity to increase the demand from goat products. It is quantitative research. Data were collected from interviews using a structured questionnaire that was tested for reliability, confidence and exemption from considerations for Ethics in Human Research. From a group of 400 goat products consumers by selecting a judgment sampling and by mean of snowball sampling. Then analyze the data to find relationships by using Ordered Logit Models, estimate the quantity of consumption from goat products and analyzes the marginal effects of factor variables according to customer group characteristics. And marketing factors that affect the opportunity to increase the demand from goat products. The results of the research found that consumer income factor: 20,001 - 40,000 baht per month and marketing factors include production factors, price and marketing promotion that affect in the same direction with a statistical significance of 0.01. And physical presentation affect in the same direction with a statistical significance of 0.05. The factors that affect the opportunities to increase the demand from goat products were found to be in the age range of Generation X consumers (99.97%) and Baby Boomer generation (99.77%). The monthly income is less than 10000 Thai baht (99.73%), which increases the frequency of consumption from once a month to once every 1-3 days with a statistical significance of 0.01.

EXPLORING CULTURAL TRANSMISSION IN CHINESE PAPER-CUTTING PRODUCTS: A STUDY AND ANALYSIS UTILIZING BIG DATA FROM SOCIAL MEDIA PLATFORMS

Yutian Sun, Khunanan Sukpasjaroen — Thu, 25 Apr 2024 00:00:00 +0700

This study aimed to: 1) identify and analyze the main focal points of public opinions regarding paper-cutting products on social media platforms, 2) determine and profile the users actively engaging in discussions about paper-cutting products, and 3) explore and understand the overall attitudes of the public on social media platforms towards paper-cutting products. The research utilized big data analysis techniques with Weibo as the primary data source, comprising 7,042 posts and 104,042 comments spanning a decade (2013-2022).

The study findings revealed: 1) Paper-cutting products were recognized for their profound cultural value as traditional intangible heritage, fostering emotional connections and preferences among the public. The uniqueness, cultural sustainability, creativity, and innovation associated with paper-cutting contribute significantly to its popularity. 2) User activity trended on Weibo demonstrate a significant increase in posting numbers, particularly from official accounts promoting traditional culture, highlighting government support for preserving intangible cultural heritage. and 3) The sentiment analysis of Weibo posts indicated that the majority of people hold a positive attitude towards paper-cutting products, despite some negative sentiments. This also shed light on the current challenges and difficulties faced by Chinese paper-cutting products.

The study validated the applicability of combining the Charm Quality Theory with the Theory of Planned Behavior in the cultural product domain. Ultimately, this provided actionable insights for managers, emphasizing the role of social media in cultural product promotion and understanding public preferences. This contributed to the preservation and promotion of traditional cultural art forms, aligning with UNESCO's cultural promotion advocacy and the United Nations' development goals.

THE EFFECT OF MARKETING MIX (7Ps) THROUGH CUSTOMER SATISFACTION AND BRAND TRUST IN ORDER TO INCREASE THE LEVEL OF CUSTOMER LOYALTY: A CASE STUDY OF HOTEL CUSTOMER IN THAILAND

Tatiya Ongsiriporn , Nitirat Maleewat — Thu, 25 Apr 2024 00:00:00 +0700

The hotel industry is one of the very fast-growing businesses in Thailand. It is a part of the hospitality industry together with other businesses such as tourism and restaurants. The hotel industry generates a tremendous income for Thailand. According to the information from the Tourism Authority of Thailand (TAT), the demand for traveling is still increasing, and the hotel industry could be growing and developing. As the demand increases, more customers will visit the hotel and they require a good standard hotel with great service. Nowadays, the competition of hotel is very fierce then every hotel need to prepare their properties and produce a great service for their customer. This research aimed to investigate the loyalty of customers to the hotel that they stay in via the other 3 variables namely marketing mix 7P, customer satisfaction, and brand trust. The sampling technique in this study applied purposive sampling. The data collection was from filling out the questionnaire, which was distributed to the customers at the hotels in the 4 famous tourist cities in Thailand which are Bangkok, Chiang Mai, Pattaya, and Huahin. The SEM (Structural Equation Modeling) with the help of the AMOS program was used to analyze the data and path analysis. The result showed that marketing mix 7Ps, customer satisfaction, and brand trust were the significant factors that could help to develop customer loyalty to the hotel.

INNOVATION IN MANAGEMENT AND TECHNOLOGY FOR DEVELOPING SEA POWER IN THAILAND

Thu, 25 Apr 2024 00:00:00 +0700

This article aims to. study administrative innovation and military technology. That affects the effectiveness and operational capacity of the army. To study the current direction of management and technology innovation. To guide the development of Thailand's sovereignty. There are the following findings 1) Military innovation and technology 2) Geopolitical factors Geographical problems can use the technology of digging canals to connect the sea or ship-lifting bridges (land bridges) to solve geographic problems that are not consistent with the development of the Thai state's ocean power. But still need to develop Engineering and materials science to support the use of modern technology in correcting existing geopolitical shortcomings 3) Factors in Security policy direction. Technology should be used to help build political mechanisms and create a strong political system. It consists of using artificial intelligence technology to help monitor government work in order to build a strong political system. Including the use of modern innovations to help develop the characteristics of the population 4) Factors in naval power and maritime commerce. Must accelerate the creation of technology and innovation from within the country. There is a systematic ship testing tank. To study the forces acting on the ship's hull and the resistance of the fluid. The knowledge gained from the tests will greatly help the development of related science and technology. It is an important variable that causes the development of technology related to Thailand's ocean power in the future.