Journal of Administration and Social Science Review

Digital Leadership Affecting Internal Supervision of Schools under Chiang Rai Primary Educational Service Area Office 3

Warangkana Promsri — 2026-09-19

The objectives of this research were to study: 1) the level of digital leadership among school administrators, 2) the level of internal supervision within schools, and 3) the digital leadership factors affecting internal school supervision under the Chiang Rai Primary Educational Service Area Office 3. This study employed a quantitative research methodology with a sample size of 332 participants. Questionnaires were used as the tool for data collection. The statistics utilized for data analysis included percentage, mean, standard deviation, Pearson’s correlation coefficient, and Stepwise multiple regression analysis.

The research findings revealed that: 1) The overall and individual aspects of digital leadership among school administrators were at a high level. Ranking from highest to lowest were knowledge acquisition, participatory promotion and support, digital culture, digital literacy, digital communication, and digital vision. 2) The overall and individual aspects of internal school supervision were also at a high level. Ranking from highest to lowest were studying problems and needs, conducting supervision, evaluation, and planning supervision. 3) The digital leadership factors affecting internal school supervision included knowledge acquisition, digital literacy, digital culture, and participatory promotion and support. The predictive equations in both raw score and standardized score forms were as follows: = 1.035 + 0.413 (x₅) + 0.170(x₃) + 0.101 (x₄) + 0.071 (x₆) and _y= 0.492 (x₅) + 0.201 (x₃) + 0.120 (x₄) + 0.097(x₆)

Factors Affecting the Administrative Efficiency of Sub-district Municipalities in Khon Buri District, Nakhon Ratchasima Province: From the Perspective of the Administrators

Lukkana Thurabut — 2026-09-19

This research aimed to: 1. to study the identify factors affecting administrative efficiency and 2. to study examine the level of administrative efficiency of sub-district municipalities in Khon Buri District, Nakhon Ratchasima Province, from the perspective of administrators. A quantitative research was employed. The research sample consisted of 395 residents of sub-district municipalities in Khon Buri District, Nakhon Ratchasima Province. Data were collected using questionnaires. Statistical analyses included frequency, percentage, mean, standard deviation.

The results showed that:

From the administrators' perspective, the overall importance of the factors affecting the efficiency of municipal administration in Khon Buri District, Nakhon Ratchasima Province, was rated at a high level (M = 3.84). Analysis of the individual aspects revealed that the availability of materials and equipment had the highest mean score (M = 4.06), followed by personnel (M = 3.84), budget (M = 3.82), environment (M = 3.79), and administration and management (M = 3.74).
The level of efficiency of municipal administration in Khon Buri District, Nakhon Ratchasima Province, from the perspective of the administrators, was at a high level overall (=3.96). Analysis of the individual aspects revealed that the personnel administration aspect had the highest mean score (M = 3.96), followed by the financial and treasury administration aspect (M = 3.93), the general municipal administration aspect (M = 3.90), and the program management aspect (M = 3.89).

A Study of Organizational Climate Affecting Teacher Teamwork at the Buddhist Temple Charity Schools in the Northern Region

Kannika Kadpoon — 2026-09-19

This research article aimed to: 1) study the level of organizational climate at schools; 2) study the level of teacher teamwork; and 3) examine the organizational climate affecting the teamwork at the charity schools of Buddhist temples in the Northern region. This study employed a survey research design. The sample consisted of 234 participants. The research instrument was an online questionnaire. The statistics used for data analysis included frequency, percentage, mean, standard deviation, and regression analysis.

The research findings revealed that:

1) The overall organizational climate at the charity schools of Buddhist temples in the northern region was at a high level ( = 4.22, S.D.= 0.43). The morale and encouragement dimension had the highest mean score ( = 4.23, S.D. = 0.45), whereas the organizational structure dimension had the lowest mean score ( = 4.19, S.D. = 0.44).

2) The overall teacher teamwork at the schools was at a high level ( = 4.23, S.D. = 0.47). The coordination dimension had the highest mean score ( = 4.25, S.D. = 0.49), whereas the cooperation dimension had the lowest mean score ( = 4.20, S.D. = 0.50).

3) The organizational climate factors affecting the teamwork at the .01 level of statistical significance were warmth and support, organizational structure, morale and encouragement, job responsibility, and performance standards. The warmth and support dimension had a beta coefficient of .233 (β = .233). All predictor variables jointly predicted the teacher teamwork at 88.7 percent (R² = .887). The regression equation can be written as follows:

Ŷ = .255 + .219(X₄) + .208(X₂) + .194(X₁) + .179(X₅) + .142(X₃)

A Study of Strategic Leadership of School Administrators Affects the of Education Quality at Private Schools in the Chiang Rai Primary Educational Service Area 3

Anuchian Wongsa — 2026-09-19

This research article aimed to: 1) examine the level of strategic leadership of school administrators at private schools under the Chiang Rai Primary Educational Service Area Office 3; 2) investigate the level of their educational quality; and 3) examine their strategic leadership. This study employed a survey research design. The sample consisted of 201 school administrators and teachers from the private schools under the Chiang Rai Primary Educational Service Area Office 3. The research instrument was an online questionnaire. The data were analyzed using frequency, percentage, mean, standard deviation, and multiple regression analysis.

The findings revealed that:

1) The overall strategic leadership of the school administrators was at a high level ( = 4.19, S.D. = 0.48), with organizational direction setting showing the highest mean ( = 4.24, S.D. = 0.49), while strategy formulation had the lowest mean ( = 4.15, S.D. = 0.47)

2) The overall educational quality of the private schools was at a high level ( = 4.23, S.D. = 0.57), with learner quality showing the highest mean ( = 4.26, S.D. = 0.58), followed by school management quality ( = 4.22, S.D. = 0.57) and learning management quality ( = 4.22, S.D. = 0.56)

3) The strategic leadership of the school administrators was a significant predictor of educational quality at the private schools under Chiang Rai Primary Educational Service Area Office 3 at the .01 level of statistical significance. The multiple correlation coefficient was .868, and the strategic leadership variables jointly explained 75.40% of the variance in educational quality (R² = .754).

Leadership Communication Competencies Influencing Sustainability Culture in Thailand’s Chain Restaurant Businesses

Kittika Sapwetamornkul — 2026-09-19

This study aimed (1) to examine the leadership communication competencies present in Thailand’s chain restaurant businesses and (2)to analyze the roles and communication-related factors of leaders influencing the formation of sustainability culture within these businesses. A qualitative research design was employed. In-depth interviews were conducted with nine executives from large chain restaurant businesses in Thailand that operated multiple branches nationwide and formally declared sustainability policies. The participants were selected through purposive sampling. Data were analyzed using thematic content analysis.

The findings revealed that leader’s communication competencies for fostering a culture of sustainability comprised four key dimensions: (1) message design competency, emphasizing clarity, conciseness, and the translation of policies into actionable practices; (2) relational communication competency, encompassing active learning, trust building, and positive reinforcement: (3) communication technology utilization competency, facilitating accessibility and continuity of communication across multiple business branches; and (4) shared meaning creation and persuasive communication competency, enabling employees to recognize the value of sustainability and translate this understanding into sustainable practices. Key factors that facilitated or hindered effective communication included top management support, internal communication structures, employee workload and technological readiness.

The findings suggest that strengthening leaders’ communication competencies across all four dimensions can facilitate the effective implementation of sustainability initiatives in Thai chain restaurant business and foster an organizational culture that balances economic, social, and environmental responsibilities.

Guidelines for Organizing the Early Childhood Learning Ecosystem in Child Development Centers under Local Administrative Organizations in Uttaradit Province

Natthakarn Meeboon — 2026-09-19

This research aims to 1) study the problems and needs in organizing the learning ecosystem for early childhood children and 2) find guidelines for organizing the learning ecosystem for early childhood children in child development centers under the administration of local administrative organizations in Uttaradit Province. This is a mixed-methods research with two stages. Stage 1: Studying the problems and needs in organizing the learning ecosystem for early childhood children, data was collected from heads of child development centers and childcare teachers, totaling 187 people, using a questionnaire. Stage 2: Finding guidelines for organizing the learning ecosystem for early childhood children, data was collected from 9 key informants: university professors, directors of education divisions, education specialists, heads of child development centers, and childcare teachers, using interviews. Statistical analysis included frequency, percentage, mean, standard deviation, prioritization index of needs, and content analysis.

The research results showed that 1) the overall level of problems related to the organization of the learning ecosystem for children in early childhood was moderate. The aspect with the highest mean was curriculum and learning activities, followed by environment and technology, and network collaboration. The overall needs in organizing the learning ecosystem for children in early childhood were at a high level. The aspect with the highest mean was environment and technology, followed by curriculum and learning activities, and network collaboration. 2) The guidelines for organizing the learning ecosystem for children in early childhood included network collaboration, collaborative work, monitoring and evaluation, the development of local curricula, the design of flexible curricula, safety measures, the design of learning spaces, and the installation of CCTV systems in all activity areas.

Management Model for the Student Care and Support System in Opportunity Expansion Schools under Uttaradit Primary Educational Service Area Office 1

Nirut Pinnor — 2026-09-19

This research article aimed to 1) investigate the current and desirable conditions of the student support system management in opportunity expansion schools under the Uttaradit Primary Educational Service Area Office 1, and 2) develop a management model for the student support system at these schools. A mixed-methods research design was employed The quantitative sample comprised 140 participants, including 35 school administrators and 105 teachers, while nine key informants were selected for the qualitative component. Data were collected using questionnaires and semi-structured interviews. Quantitative data were analyzed using percentage, mean, standard deviation, and the Modified Priority Needs Index (PNI Modified), whereas qualitative data were analyzed using content analysis.

The findings revealed that: (1) the overall current state of student support system management was at a high level, while the desirable state was at the highest level; and (2) the developed management model consisted of three major components: principles, objectives, and operational guidelines. The operational guidelines encompassed five key dimensions: individual student identification, student screening, student promotion and development, prevention and problem-solving, and student referral. The model emphasizes collaborative management among stakeholders, evidence-based decision-making supported by information systems and empirical data, and the active participation of educational networks in its implementation. The model is expected to enhance the effectiveness of the student support system, promote students' holistic development in academic achievement, desirable characteristics, life skills, and safety, and ultimately contribute to sustainable improvement in student quality.

Service Marketing Mix and Technology Acceptance Associated with Customers' Decision to Register as The 1 Member among Customers of Central Retail Corporation Shopping Centers in Mueang Nakhon Sawan District

Kitiphichet Thoopbucha — 2026-09-19

This research aimed to 1) examine the levels of the service marketing mix 7Ps and the adoption of technology, and 2) analyze the relationships and influence of the service marketing mix and technology acceptance on the decision to subscribe to The 1 membership among customers using services at Central Group shopping centers in Mueang Nakhon Sawan District. This study employed a quantitative research design. The sample consisted of 400 respondents. The research instrument was a online questionnaire used for data collection. Data were analyzed using descriptive statistics, Pearson's correlation coefficient, and multiple regression analysis.

The results revealed that: (1) among the service marketing mix dimensions, price and promotion received the highest ratings, whereas perceived usefulness and perceived ease of use were rated at a high level; and (2) the two variables exhibited a statistically significant positive correlation. Multiple regression analysis revealed that the model accounted for 6.8% of the variance in membership subscription decisions (R² = .068). Perceived ease of use demonstrated the strongest positive influence on membership subscription decisions, followed by the product/service dimension, whereas physical evidence exerted a significant negative influence, after controlling for the other variables in the model. These findings suggest that user-friendly application design and clear communication of membership benefits should be prioritized by area-based retail businesses. However, as the study was limited to customers of shopping centers in Mueang Nakhon Sawan District, the findings should be generalized to other populations and geographical contexts with caution.

Development of a Student Affairs Administration Manual for Small Schools under the Nakhon Sawan Primary Educational Service Area Office 2

Manisa Sasongserm — 2026-09-19

This research had purposes to: 1) study the conditions and problems of student affairs administration in small schools under the Nakhon Sawan Primary Educational Service Area Office 2; and 2) develop a student affairs administration manual for small schools under the Nakhon Sawan Primary Educational Service Area Office 2. This was a mixed-methods study conducted in two phases. Phase 1 investigated the conditions and problems of student affairs administration in small schools. Data were collected from 137 school administrators and teachers responsible for student affairs using a questionnaire. Phase 2 involved the development of the student affairs administration manual for small schools. A draft manual was prepared and evaluated for appropriateness by nine experts, including the school administrators, teachers responsible for student affairs, educational service area psychologists, and academics. The instrument used was a manual consistency evaluation form. Data were analyzed using basic statistics, including percentage, mean, and standard deviation.

The research findings revealed that: 1) overall, the conditions and problems of student affairs administration in small schools were at a high level. With consideration of the aspects, the findings indicated that one aspect achieved the highest rating level, whereas the remaining five aspects were assessed at a high level. Student affairs administration received the highest mean score, followed by student affairs planning, implementation of the student support system, promotion of student discipline, morality, and ethics, evaluation of student affairs operations, and promotion of democracy in schools, which received the lowest mean score. 2) The developed manual comprised three main sections: Introduction, Student Affairs Administration, and Appendices, covering a systematic management framework. Evaluated by nine experts, the manual possessed high congruence and appropriateness, serving as a practical guideline for planning, implementing, monitoring, and evaluating student affairs administration aligned with the specific context of small schools.

The Influence of Tourist Guide Competencies on Positive Tourism Experiences and Sustainable Community-Based Tourism: Perspectives of Tourists in Southern Thailand

Hathairat Wattanapruek — 2026-09-19

This research article aimed to: 1) examine the influence of tourist guide competencies on positive tourism experiences; 2) examine the influence of tourist guide competencies on sustainable community-based tourism; and 3) examine the influence of positive tourism experiences on sustainable community-based tourism. This quantitative research study involved 400 participants. Data were collected from the Thai tourists visiting community-based tourism destinations in the provinces of Songkhla, Phatthalung, Nakhon Si Thammarat, Krabi, and Phuket using a questionnaire as the research instrument. The data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as inferential statistics, including Pearson’s correlation coefficient and multiple regression analysis.

The findings revealed that: 1) all four dimensions of tourist guide competencies exerted a statistically significant positive influence on positive tourism experiences, comprising ethics and professional conduct (β = 0.288), personal attributes (β = 0.224), skills (β = 0.221), and knowledge (β = 0.121); 2) all four dimensions of tourist guide competencies and positive tourism experiences exerted a statistically significant positive influence on sustainable community-based tourism, comprising knowledge (β = 0.160), skills (β = 0.151), ethics and professional conduct (β = 0.123), and personal attributes (β = 0.111); and 3) positive tourism experiences exerted the strongest positive influence on sustainable community-based tourism (β = 0.403). The findings indicate that developing tourist guide competencies alongside the creation of positive tourism experiences can enhance service quality, promote tourist participation, and support the sustainable development of community-based tourism across economic, social, and environmental dimensions.

Administrator Traits Affecting Community Participation at the Schools under the Chiang Rai Primary Educational Service Area Office 3

Wanvisa Tawee — 2026-09-19

This study aimed to: (1) examine the level of school administrators’ characteristics, (2) investigate the level of community participation in schools, and (3) determine the school administrators’ characteristics that influence community participation in schools under the Chiang Rai Primary Educational Service Area Office 3. The sample consisted of 332 participants. Data were collected using a questionnaire and analyzed using percentage, mean, standard deviation, Pearson’s correlation coefficient, and stepwise multiple regression analysis.

The findings revealed that: (1) the overall level of school administrators’ characteristics was high, with leadership receiving the highest mean score, followed by personality, management, human relations, and morality and ethics; (2) the overall level of community participation in schools was also high, with participation in planning and implementation receiving the highest mean score, followed by monitoring and evaluation, implementation, and participation in identifying problems and needs; and (3) school administrators’ management, human relations, and personality significantly predicted community participation in schools. The prediction model was statistically significant and was expressed by the following regression equations: = 0.804 + 0.329(X₁) + 0.299(X₄) + 0.167(X₂) and standardized scores: _y= 0.351( X₁) + 0.292( X₂) + 0.136( X₃)

A Study of Good Governance Management Skills of School Administrators in the 21st Century under Chiang Rai Primary Educational Service Area Office 3

Patcharin Munkhun — 2026-09-19

This study aimed to: (1) examine the level of good governance-based management skills among school administrators in the 21st century and (2) compare these skills according to respondents' gender, age, position, work experience, school size, administrators’ gender, and administrators’ administrative experience under the Chiang Rai Primary Educational Service Area Office 3. The sample comprised 350 school administrators and teachers selected through stratified random sampling. Data were collected using a five-point Likert-scale questionnaire with a reliability coefficient of 0.988 and analyzed using frequency, percentage, mean, standard deviation, independent-samples t-test, and one-way analysis of variance (ANOVA).

The findings revealed that the overall level of good governance-based management skills among school administrators in the 21st century was high (x̄ = 4.49, S.D. = 0.26). Among the dimensions, teamwork and collaboration skills received the highest mean score (x̄ = 4.52, S.D. = 0.25), whereas communication and stakeholder participation skills received the lowest mean score (x̄ = 4.46, S.D. = 0.27). Comparative analyses indicated no statistically significant differences in the overall perceptions of good governance-based management skills across respondents' gender, age, position, work experience, school size, administrators’ gender, or administrators’ administrative experience. However, significant differences were identified in certain individual dimensions according to respondents' gender, age, position, work experience, and administrators’ gender. In contrast, respondents from schools of different sizes and those whose administrators had different levels of administrative experience did not differ significantly in either the overall perceptions or any individual dimensions.

Patient Satisfaction at Lad Bua Khao Subdistrict Health Promoting Hospital, Ban Pong District, Ratchaburi Province

Natthapon Rittimaha — 2026-09-19

This research article aimed to: 1) study the satisfaction of service recipients at Lat Bua Khao Subdistrict Health Promoting Hospital, Ban Pong District, Ratchaburi Province; and 2) compare their satisfaction, classified according to personal factors. This study employed a quantitative research methodology. The sample consisted of 367 service recipients at Lat Bua Khao Subdistrict Health Promoting Hospital, Ban Pong District, Ratchaburi Province. The research instrument was a questionnaire, and data were collected through questionnaire distribution. The data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as inferential statistics. The t-test was used to analyze differences based on gender and educational level, while the F-test was used to analyze differences based on age, monthly income, and occupation.

The findings revealed that: (1) the service recipients at Lat Bua Khao Subdistrict Health Promoting Hospital, Ban Pong District, Ratchaburi Province, had an overall level of satisfaction with the services provided at the highest level; and (2) differences in personal factors, namely gender and age, did not result in significant differences in satisfaction with the services. However, satisfaction with the services varied significantly by educational levels and occupation, but not by monthly income. These findings can serve as evidence for Lat Bua Khao Subdistrict Health Promoting Hospital, Ban Pong District, Ratchaburi Province, to develop guidelines for improving service quality and enhancing service recipients’ satisfaction throughout the service delivery process.

An Analysis of School Administrators’ Competency Components in Academic Administration in the Digital Era: A Case Study of Opportunity Expansion Schools under the Primary Educational Service Area Office 2

Thapanee Netjun — 2026-09-19

This research aimed to analyze the competency components and examine the perceived competency levels of school administrators in academic administration in the digital era among opportunity expansion schools under the Sukhothai Primary Educational Service Area Office 2. This study employed a quantitative research design. The population consisted of administrators, teachers, and educational personnel from all 35 schools, totaling 529 individuals. The sample comprised 222 teachers and educational personnel in expanded opportunity schools, obtained through simple random sampling. The research instrument was a 5-level rating scale questionnaire with a reliability coefficient of .98. The statistics used for data analysis were mean, standard deviation, and exploratory factor analysis.

The results revealed that the competency components of school administrators in academic affairs administration in the digital age of expanded opportunity schools under the Sukhothai Primary Educational Service Area Office 2 consisted of 8 components: Component 1, Digital Leadership and Information Management; Component 2, Systematic and Outcome-Based Administration; Component 3, Strategic Change and Innovation Management; Component 4, Personnel Potential Development; Component 5, Building Collaboration and Academic Communication in the Digital Age; Component 6, Strategic Administration Competency and Participation for Academic Development; Component 7, Achievement-Oriented Leadership and Driving Academic Change; and Component 8, Visionary Strategy for Academic Development in the Digital Age. These 8 components could explain the total variance at 62.78 percent. The level of opinions toward the competency components of administrators in academic affairs administration in the digital age of expanded opportunity schools was found to be at a high level in every aspect, with Component 8 having the highest mean and Component 7 having the lowest mean.

The Relationship Between 21st Century administrative Skills of School Administrators and the Job Performance of Teachers in "Mae Fah Luang" Hill Tribe Community Learning Centers in the Northern Region

Wetchayan Wonglordkeaw — 2026-09-19

This research aimed to: 1) study the level of 21^stcentury administrative skills of school administrators under the "Mae Fah Luang" Hill Tribe Community Learning Centers in the northern region; 2) examine the performance of teachers at the "Mae Fah Luang" Hill Tribe Community Learning Centers in the northern region; and 3) analyze the relationship between the administrators' 21^stcentury administrative skills and the performance of teachers at the "Mae Fah Luang" Hill Tribe Community Learning Centers in the northern region. This study employed a quantitative correlational research design. The sample consisted of 144 school administrators and community learning center teachers. The research instrument was a questionnaire. Data were analyzed using frequency, mean, standard deviation, and Pearson's correlation coefficient.

The findings were as follows:

The 21^st century administrative skills of school administrators at the "Mae Fah Luang" Hill Tribe Community Learning Centers were at a high level.
The performance of teachers at the "Mae Fah Luang" Hill Tribe Community Learning Centers was at a high level.
Overall, there was a moderate positive correlation between the administrators' 21^st-century administrative skills and the performance of teachers at the "Mae Fah Luang" Hill Tribe Community Learning Centers. This indicates that school administrators' 21^st-century administrative skills were positively associated with teachers’ job performance the effective performance of teachers in these learning centers.

A Study of the Innovative Components of Teachers

Jarinee Omprom — 2026-09-19

This research aimed to study the components of teacher innovation. It is a descriptive research study conducted in two stages. In the first stage, ten research documents and scholarly articles were reviewed and synthesized to identify key components. In the second stage, the synthesized components were validated by five experts. The research instruments included a document synthesis form and a questionnaire. Data were analyzed using the mean and standard deviation.

The research findings revealed that there are six components of a teacher's innovative qualities. All components were found to be highly appropriate, namely: 1) Observation, 2) Creativity, 3) Questioning, 4) Experimentation, 5) Networking, and 6) Taking risks.

A Study of the Components Modern Leadership of School Administrators

Parichaut Pinasa — 2026-09-19

This research aimed to study the components of modern leadership among school administrators. It was a descriptive research study conducted in two stages. In the first stage, ten research documents and scholarly articles were reviewed and synthesized to identify key components. In the second stage, the synthesized components were validated by five experts. The research instruments included a document synthesis form and a questionnaire. Data were analyzed using the mean and standard deviation.

The research findings revealed that the modern leadership characteristics of school administrators consisted of four components, all of which were found to be highly appropriate: 1) Idealistic influence, 2) Inspiration, 3) Communication, and 4) Consideration of individual needs.

Developing Social Studies Learning Achievement Using CIPPA Model Integrated with Simulation for Grade 7 Students

Chularak Rakpong — 2026-09-19

The objectives of this research article were: 1) to compare social studies learning achievement of Grade 7 students before and after learning through the CIPPA model integrated with simulation, and 2) to study students' satisfaction toward the learning management. This study was quasi-experimental research. The sample consisted of 30 Grade 7 students at Uttaradit Rajabhat University Demonstration School in the second semester of the 2025 academic year, obtained through two-stage random sampling. The research instruments included 14 lesson plans based on the CIPPA model integrated with simulation, a social studies achievement test, and a satisfaction questionnaire. Data were analyzed using mean, standard deviation, and dependent samples t-test. The results revealed that: 1) students' post-test scores were significantly higher than their pre-test scores, and 2) students' overall satisfaction toward the learning management was at a high level.

The Development of Project Approach Learning Experiences to Enhance Executive Function Skills of Kindergarten 3 Students

Temsiri Unkaew — 2026-09-19

This research article aimed to: (1) develop and evaluate the efficiency of Project Approach learning experience activities for enhancing executive function (EF) skills of Kindergarten 3 students based on the 80/80 criterion; (2) examine the outcomes of implementing these activities by comparing students' executive function skills before and after participation, comparing them against the 80% criterion, and examining behaviors indicating executive function skills; and (3) investigate students' satisfaction with the Project Approach learning experience. The study employed a research and development methodology comprising three stages. The sample consisted of 12 Kindergarten 3 students at Wat Samo Suwannaram School, Phitsanulok Province, in the 2025 academic year, selected through purposive sampling, using a one-group pretest–posttest design. The research instruments included Project Approach learning experience activities on the theme "The Marvel of Butterfly Pea," an executive function skills assessment, field-note and behavioral observation forms, and a satisfaction questionnaire. Data were analyzed using the mean, standard deviation, t-tests, and content analysis.

The research findings were as follows: (1) The activities consisted of 10 activities organized into three phases and five steps, with overall appropriateness rated at the highest level and an efficiency of 81.48/83.33, meeting the 80/80 criterion. (2) Students' executive function skills after the learning experience were significantly higher than before and exceeded the 80% criterion at the .05 level, and they demonstrated executive function skills across all three dimensions: working memory, inhibitory control, and cognitive flexibility. (3) Students' overall satisfaction with the Project Approach learning experience was at the highest level.

Muketing at KFC: The Roles of Brand Emotional Attachment and Superstitious Belief Levels in Shaping Experiential Purchase Intention

Chonlada Sajjanit — 2026-09-28

This study aimed to: 1) examine the indirect effect of belief-based marketing communication (Muketing) on experiential purchase intention through brand emotional attachment as a mediating variable; 2) investigate the direct effect of belief-based marketing communication on experiential purchase intention; and 3) explore the moderating effect of belief in superstition on the relationship between belief-based marketing communication and experiential purchase intention. This study employed a quantitative research design. Data were collected through a questionnaire survey from 392 consumers familiar with the KFC brand and exposed to KFC’s “Lucky Bucket Bag” campaign. Structural equation modeling (SEM) and multi-group analysis were used to test the proposed hypotheses.

The findings revealed that 1) the belief-based marketing communication had an indirect effect on experiential purchase intention through brand emotional attachment, with brand emotional attachment serving as a partial mediator; 2) this communication had a direct effect on experiential purchase intention; and 3) the belief in superstition significantly moderated the relationship between belief-based marketing communication and experiential purchase intention. Specifically, belief-based marketing communication had a significant positive effect on experiential purchase intention among consumers with high levels of superstitious belief, whereas the relationship was not significant among consumers with low levels of superstitious belief. The findings contribute to the marketing and consumer behavior literature by explaining the psychological mechanism underlying belief-based marketing communication and provide practical insights for marketers in developing communication strategies that align with consumers’ beliefs and behavioral characteristics in contemporary markets.

Strategic Directions for the Sustainable Development of Nakhon Phanom Airport to Support Its Future Transformation into a Major Tourism Destination

Chalida Chuaysook — 2026-09-28

This research aimed to 1) examine tourists' attitudes toward sustainable management at Nakhon Phanom Airport, 2) analyze factors influencing tourists’ motivation toward its sustainable management, and 3) propose sustainable development guidelines for Nakhon Phanom Airport to support its future transformation into a major tourism destination. A mixed-methods design was employed. Quantitative data were collected via questionnaires from 400 airport passengers and analyzed using descriptive statistics and multiple linear regression. Qualitative data were gathered through in-depth interviews with 11 key informants and analyzed using coding and thematic analysis.

The findings revealed that: 1) tourists' overall attitudes and motivation toward the sustainable airport management were at a high level; 2) all four attitude dimensions cognitive, affective, behavioral, and perceptual exerted a significant positive influence on motivation, with the affective dimension showing the strongest effect (β = 0.366), the model explaining 50.40% of the variance; 3) sustainable development guidelines comprised five strategic areas: physical and environmental foundation-building, operational efficiency enhancement, identity-based experience creation, economic and tourism linkage, and governance and stakeholder participation. These findings suggest that Nakhon Phanom Airport should be developed not only as transportation infrastructure but also as an experiential space and a strategic driver of the province's tourism economy within a sustainability framework.