Journal of Administration and Social Science Review

Marketing Trends of the Ready-to-Drink Tea Beverage Business in Thailand

Jialin Liang, Siam Atchariyaprapa, Trakul Chitwattanakorn — Sat, 15 Jun 2024 00:00:00 +0700

The purpose of this academic paper aimed to present market trends of the ready-to-drink tea beverage business in Thailand. This was a qualitative study by searching for information from the academic papers and research. Data analyses were done through summarizing and interpreting of the relevant documents and research. The results from reviewing related documents showed the following. The marketing trends of the ready-to-drink tea beverage business in Thailand required entrepreneurs to focus on giving importance to the marketing-mixed analysis in 2 dimensions: 1. the marketing mixed from a business or producer perspective including product/service, pricing, place, promotion, process, and Physical Evidence; and 2. the marketing mixed from the consumer perspective including customer value, cost customer, convenience, communication, caring, comfort, and completion. Entrepreneurs could gain a clear understanding of consumer behavior by analyzing the marketing mixed in an integrated manner. Effective marketing strategy plans could be developed using the data analysis for the sustainable business results

Administrative Management Affecting the Role of Teachers in Adaptation under the Corona Virus Disease 2019 Epidemic Situation (COVID-19) at the Charity Schools of the Buddhist Temples in the Northern District

Phraathikan Sompong Meta, In Chanjarean, Weeraphan Siririth — Sun, 02 Jun 2024 00:00:00 +0700

The objectives of this research were to study 1) management of administrators in the COVID-19 outbreak situation, 2) teachers' roles in promoting student adjustment in the COVID-19 outbreak situation, and 3) administrative management affecting the teachers' roles in adaptation under the situation of the COVID-19 epidemic at the charity schools of the Buddhist temples in the northern district. The sample group used in the research consisted of 248 administrators, deputy administrators and teachers at the charity schools. The instrument used in this research was a questionnaire. The overall confidence value was 0.922. The statistical instruments used in data analysis were: frequency, percentage, mean, standard deviation and multiple regression by Stepwise method.

The results of the research were as follows: 1) for the management of overall the mean was at the highest level with the mean equal to 4.47; 2) for the roles of teachers in adaptation under the situation of the COVID-19 epidemic, overall and in each aspect were: teaching management and student care at the highest average level with the mean equal to 4.37, 4.41, 4.34; and 3) for the management of budget administrators, general administration and academic work, affecting the roles of teachers in adaptation under the situation of the COVID-19 epidemic, the overall picture was statistically significant at the 0.01 level. It could be written as an analytical equation and regression as follows.

= 0.348 + 0.604X₃ + 0.306X₄ + 0.290X₁

Legal Measures for Health Care Protection and Welfare Providing for the Elderly of Local Government Organizations in Nakhon Ratchasima Province

Pramote Intagool, Chalida Gunhalila — Sun, 02 Jun 2024 00:00:00 +0700

The research purposes were to study: (1) the legal measures for the elderly care of the local government organizations in Nakhon Ratchasima Province; and (2) the problems in enforcing laws in the elderly care of the local government organizations in Nakhon Ratchasima Province. This research was the Qualitative research the key informants were 72 administrators; Operations officer involved in caring for the qualitative research the key informants were 72 administrators, operations officers involved in caring for the elderly, and the elderly group members. The research instrument was a structured interview form. The data analyzed by factor analysis. For the document research, the data were collected from legal information in relation to issue in question, and were processed with the descriptive and content analyses.

The research findings were below.

The caring for the elderly had rights guaranteed in the Constitution of the Kingdom of Thailand, B.E. 2560, Section 27, the third paragraph, and Section 48, the second paragraph; as for the state policy regarding the elderly, Section 71, the third paragraph, the local government organizations had the authority and duty to take care of and provide the public services to the elderly in accordance with the Constitution of the Kingdom of Thailand, B.E. 2560, Section 250, the first paragraph; and the determination of rights for the elderly were in accordance with the Elderly Act, B.E. 2546, amended No. 2, B.E. 2553, and No. 3, B.E. 2560, Section 11.
For the related laws there were problems in protecting and caring for the elderly; the elderly health care management was still limited and inconsistent with the protection and care of the elderly, and improper participation of elderly and local administrative organization to elder care.
For this reason, if there were law amendments to comply with the operational context relating to elderly by local administrative organization, elderly’s quality of life promotion would be appropriate and sustainable.

Factors of Marketing Mixed 4Es Affecting Consumers’ Decision to Choose Coffee Shop Services in Muang District, Chiang Rai

Sun, 02 Jun 2024 00:00:00 +0700

This research aimed to study: 1) the levels of factors of marketing mixed 4Es and the decision to choose coffee shop services, and 2) factors of marketing mixed 4Es affecting the consumers’ decision to choose coffee shop services in Muang District, Chiang Rai. Quantitative Research. The sample size consisted of 400 people. The instruments were the questionnaires and the assessment ratio with five levels, including factors of marketing mixed 4Es and the decision to choose the coffee shop services. The statistical tools used in data analysis were percentage (%), mean (), standard deviation (S.D.), and stepwise multiple regression method.

The results showed 1) the factors of marketing mixed 4Es were at high level (mean = 4.45, SD = 0.222) and the levels of the decision to choose the coffee shop services were at high level (mean = 4.44, SD = 0.191); and 2) the factors of marketing mixed 4Es of exchange (X₂), everywhere (X₃), experience (X₁) and evangelism (X₄) affected the consumers’ decision to choose the services in overall (). Its statistical significance was at 0.01 level. The correlation coefficient was equal to 0.742. Effectiveness in the prediction was 54.6 %; and the standard deviation of the prediction was 0.129. An equation regression analysis was written in the following.

= 1.978 + 0.224 (X₂) + 0.189 (X₃) + 0.077 (X₁) + 0.070 (X₄)

Relationship between Strategic Management and Teachers’ Role in Promoting Morality and Ethics at the Fundamental Education Institutions in Mae Ai District, under the Primary Educational Service Area Office, Area 3

Phrakhusamu thanakrit naynu, Cherdsak suppasopon, Weeraphan Siririth — Mon, 03 Jun 2024 00:00:00 +0700

This research aimed to study 1) the strategic management of the administrators, 2) the role of teachers in promoting morality and ethics, and 3) the relationship between the strategic management and the teachers’ role in promoting morality and ethics at the fundamental education institutions in, Mae Ai district, under the Chiang Mai Primary Educational Service Area Office, Area 3. A research sample consisted of 286 school administrators and teachers, by using simple random sampling. The instrument used was a questionnaire of executives' strategic management and the role of teachers in promoting morality and ethics. Statistical instruments used in data analysis included percentage, mean, standard deviation, Pearson’s Product Moment Correlation

The results of the research showed that 1) the overall level of the strategic management of the educational institution administrators was highest, with an average of mean = 4.55 and standard deviation = 0.452 2) the overall level of the role of teachers in promoting morality and ethic was high, with an average of mean = 4.24 and standard deviation = 0.416 and 3) there was a significant positive correlation between the strategic management of the educational institution administrators and the role of teachers in promoting morality and ethic at the fundamental education institutions in, Mae Ai district, under the Chiang Mai Primary Educational Service Area Office, Area 3 was high positive with statistic significant (r= 0.787 , p<0.01).

Leadership of the School Administrators in the 21st Century Affecting Teacher Motivation in Performance at the Phrapariyattham School under the Jurisdiction of the Phrapariyattidhamma Educational Service Area Office of General Education Department, Area 5, Chiang Mai Province

Phramaha Waratthanon Saengsri, Cherdsak suppasopon, Weeraphan Siririth — Tue, 04 Jun 2024 00:00:00 +0700

This research aimed to study: 1) the Leadership level of the School Administrators in the 21st Century 2) Teacher Motivation in Performance and 3) Leadership of the School Administrators in the 21st Century Affecting Teacher Motivation in Performance at the Phrapariyattham School under the Jurisdiction of the Phrapariyattidhamma Educational Service Area Office of General Education Department, Area 5, Chiang Mai Province. The sample size included teachers of 162 monks/persons. The research tool was a questionnaire about the leadership of school administrators in the 21st century, affecting teachers' motivation to work, and a questionnaire about the teachers' motivation for their performance. The reliability of the entire questionnaire was 0.97. The statistical instruments used in the data analysis were percentages, means, standard deviations, and stepwise multiple regression method.

The results of the research showed that 1) the leadership of the administrators was at a high level overall (mean = 4.44, SD = 0.233) 2) the motivation for teachers' performance was at a high level overall (mean = 4.29, SD = 0.175) ; and 3) Leadership of the School Administrators in the 21st Century Affecting Teacher Motivation in Performance at the Phrapariyattham School under the Jurisdiction of the Phrapariyattidhamma Educational Service Area Office of General Education Department, Area 5, Chiang Mai Province. in overall ( ). Its statistical significance was at 0.05 level. The correlation coefficient was equal to 0.255. Effectiveness in the prediction was 5.3 %; and the standard deviation of the prediction was 0.170. An equation regression analysis was written in the following.

= 4.284 – 0.058 X₄ +0.064 X₂

The Relationship between the Role of School Administrators and the Students’ Desired Characteristics Development at the Phrapariyattidhamma School in the Educational Area, Department of General Education Area 5, Chiang Mai Province

Phra Suphachok Sunanta, In Chancharoen , Weeraphan Siririth — Wed, 05 Jun 2024 00:00:00 +0700

This research aimed to study 1) the Role of School Administrators, 2) the Students’ Desired Characteristics Development and 3) The Relationship between the Role of School Administrators and the Students’ Desired Characteristics Development at the Phrapariyattidhamma School in the Educational Area, Department of General Education Area 5 , Chiang Mai Province. Quantitative Research. A research sample consisted of the school administrators, deputy school administrator and teachers at the academic year 2021, from 28 schools. The sample size was 175 photos/persons. The research instrument was a questionnaire. Data analysis used frequency, percentage, mean, and standard deviation. and Pearson’s Product Moment Correlation.

The results of the research showed that 1) the overall level of the Role of School Administrators was high, with an average of mean = 4.32 and standard deviation = 0.78 2) the overall level of the Students’ Desired Characteristics Development was high, with an average of mean = 4.20 and standard deviation = 0.78 and 3) there was a significant positive correlation between the Role of School Administrators and the Students’ Desired Characteristics Development at the Phrapariyattidhamma School in the Educational Area, Department of General Education Area 5 , Chiang Mai Province. was highest positive with statistic significant (r= 0.9812 , P<0.01).

The Relationship between the Administration with the School Administrators’ Good Governance Principles and Teachers’ Competency during the Corona Virus Disease 2019 Epidemic (COVID-19) in the Northern Charity School District at the Buddhist Temples

Phrakhrupalad Thirdpong Wiangtara, In Chanjarean, Weeraphan Siririth — Thu, 06 Jun 2024 00:00:00 +0700

The objectives of this research were to study 1) the administration with the principles of good governance during the corona virus epidemic 2019 of the charitable schools of the northern Buddhist temples, 2) the teacher competency, and 3) the relationship between the administration with the principles of good governance and the competency of teachers during the corona virus epidemic 2019 at the charitable schools of Buddhist temples in the northern group. The sample group in the research included administrators, deputy administrators and teachers at the charitable schools of the Buddhist temples in the northern group, totally 291 people, using simple random sampling method. The instrument used in this research was a questionnaire. The overall reliability was 0.941. The statistical tools used in data analysis consisted of frequency, percentage, mean, standard deviation. and analyzing the Pearson correlation coefficient.

The results of the research revealed that 1) the management according to the principles of good governance of the executives during the epidemic of the corona virus 2019 overall had the highest average level with the mean equal to 4.42 and the standard deviation equal to 0.44; 2) The overall average of teachers' competency during the Coronavirus 2019 epidemic was at the highest level with the mean equal to 4.41 and standard deviation equal to 0.40. with the highest average level of work performance, followed by personal performance and core competency; and 3) the administrators' overall good governance had a positive relationship with the teachers' competency during the coronavirus 2019 epidemic in terms of core competencies at a high level (r = .711). For the division of work performance, personal and overall, there was a moderate correlation (r = .702, .693, .709) at the 0.01 level of significance.

The Outcome of Supporting Program for Caregivers of Schizophrenia Patients

Kitsada Sueasa, Narakate Yimsook — Thu, 06 Jun 2024 00:00:00 +0700

This research has two main objectives: (1) to study the level of empowerment in the caregivers of Schizophrenia patients and (2) to compare the level of empowerment in the caregivers before and after participating in the empowerment program. The subjects in this study were the caregivers of patients receiving treatments at Galya Rajanagarindra Institute. These caregivers were of the ages between 35 and 60 years old. By purposive sampling, ten caregivers were selected and given an empowerment program and questionnaires that gathered general information along with an empowerment evaluation. To an analysis of the results from these questionnaires, descriptive statistics (including percentage, mean, and standard deviation or S.D.) and paired sample t-test were used.

Results showed that before participating in the empowerment program these caregivers had the following scores in four different empowerment aspects: personal development (mean 3.40 and S.D. 0.610), resource control and management ability (mean 2.83 and S.D. 0.374), satisfaction level (mean 3.50 and S.D. 0.401), and life goals and meaning (mean 3.74 and S.D. 0.663). After the program, the scores were as follows: personal development (mean 4.17 and S.D. 0.609), resource control and management ability (mean 3.61 and S.D. 0.490), satisfaction level (mean 3.90 and S.D. 0.644), and life goals and meaning (mean 4.28 and S.D. 0.463). A comparison of overall empowerment scores before (mean 3.37 and S.D. 0.389) vs after (mean 4.00 and S.D. 0.473) participating in the empowerment program showed a significant statistical difference (t = 4.018 and p < 0.05).

Given the benefits and values of empowerment program to caregivers, this study recommended that there should be more research done on empowerment in the caregivers of the patients of other types of mental disorders to evaluate their empowerment levels and promote wider adoption of empowerment programs.

Factors of Technology Acceptance and Marketing on Social Media Content: Impact on the Decision-Making Process Subscribing to Streaming Video Applications

Pimchanok Nimidchaikidkul, Thongchai Srivardhana — Thu, 06 Jun 2024 00:00:00 +0700

The objectives of this research article were the following: 1) to study the factors affecting the acceptance of technology and content marketing through social media; 2) to investigate the decision-making process in a subscription of video streaming application services; 3) to analyze the technology acceptance factors affecting the decision-making process for the streaming video applications; and 4) to examine the impact of content marketing through the social media on the decision-making process for subscribing to the streaming video applications. This research employed a quantitative approach, utilizing a questionnaire as the primary data collection tool. Data was collected from 400 sample consumers either subscribing to or using the streaming video application services, and following such applications through the online social media. Statistical methods employed in data analysis were: frequency, percentage, mean, and standard deviation. Inferential statistics, specifically multiple regression analysis, were utilized to test hypotheses.

The results of the research showed that 1) the factors in the acceptance of technology and content marketing through social media overall were at a high level. 2) The decision-making process for subscribing to the streaming video application services overall was at a high level. 3) Technology acceptance factors influenced the decision-making process for subscribing to streaming video applications with statistical significance at the 0.05 level. Also, 4) the content marketing through social media had a significant influence at the 0.05 level.

Persistence in Learning in Flipped Classroom Model for Educational Research Course of Professional Teaching Certificate Students at St. John’s University

Benyapa Kongmalai — Thu, 06 Jun 2024 00:00:00 +0700

This research article aimed to study (1) the learning achievement of the educational research course of the teaching professional certificate students using the flipped classroom teaching model, (2) their learning persistence, and (3) their satisfaction There were 30 people used for the research. Statistics used in data analysis included percentage, mean, standard deviation, t-test.

The results of this research were: (1) the learning achievement by using the flipped classroom learning model after studying was higher than before studying with statistical significance at the 0.05 level; (2) their persistence with the average achievement score after 2 weeks of study was not different from the post-study score indicating that there was persistence in learning; and (3) the satisfaction, overall, was at the most satisfying level.

Trading of Thai-Chinese People in Thai Television Dramas, 2017 – 2022

Yan Liu, Patcharin Buranakorn — Thu, 06 Jun 2024 00:00:00 +0700

This research article aimed to analyze trading beliefs and values of the Thai-Chinese people shown in Thai television dramas, during 2017 – 2022. Eight dramas outstandingly presenting plots about trading of the Thai Chinese people were selected for this study. Research methodologies included documentary study and textual analysis of the data.

Research findings about beliefs were: 1) naming of descendants and the business, words conveying wealth, bravery, and purity were used for inspiration in the business operation, and 2) the Chinese auspicious symbols, the pictures or Chinese characters, and the statues of auspicious animals were employed for attracting money and prosperity to the family trading. Relating to values, the Thai Chinese people preferably choose the eldest son as the heir inheriting titles and business of the family. Also, spouses of the heirs would be selected from close economic background and classes, supporting prosperity and growth of families.

Service Quality of Food Delivery Staff, by Food Delivery Applications in Mueang Nakhon Sawan District, Nakhon Sawan Province

Kritsana Dararuang, Jin Viphatakalasa, Somdech Sitipongpittaya — Thu, 06 Jun 2024 00:00:00 +0700

The purposes of this study aimed 1) to study how users of food delivery applications behaved in Mueang Nakhon Sawan District, Nakhon Sawan Province. 2) to study the service quality of food delivery staff of food delivery applications; and 3) to compare consumer opinions on the service quality of food delivery applications staff. This study employed quantitative research. The sample group used in the research consisted of 400 people using the food delivery applications in Mueang Nakhon Sawan District, Nakhon Sawan Province. Statistics tools used in data analysis were frequency, percentage, mean, standard deviation, and one-way ANOVA.

The result of this study showed that 1) most of them used the food delivery applications 1-3 times per day, purchase between 12 p.m. and 16.00 p.m., most ordering dish costing around 101-200 bath, and utilizing the services from the Grab Food. 2) Overall, the level of service quality of the food delivery staff of food delivery applications was at a high level. Also, 3) for the consumers of various genders, ages, education levels, incomes, and statuses, there were no differences in opinions on the overall service quality. The consumers with various professions had the difference with statistically significant at .05.

The Development of E-commerce System for Distributing Mobile Phone Accessories: A Case Study of Nano Tech Production

Pongkorn Chantaraj, Sunita Waracharoenthiwat, Subpong Pongsawat — Mon, 10 Jun 2024 00:00:00 +0700

The research objectives aimed 1) to study the development of the e-commerce system for distributing mobile phone accessories of Nano Tech Production, and 2) investigate the satisfaction on e-commerce system for the mobile phone accessories. The e-commerce system developed a web application as a life cycle framework. The sample for the satisfaction on the e-commerce system consisted of 50 users. The research tool used a questionnaire for the satisfaction assessment. Descriptive statistical methods were used in analyzing data: mean, standard deviation and Likert scale.

The results of this research were: 1) the e-commerce system consisted of three modules: product management, order management and reporting and 2) the overall satisfaction with the e-commerce system development was high with a mean 4.47. Satisfaction with the website’s contents was the highest, with a mean 4.50. The satisfaction with the e-commerce process was high with mean 4.47, and with the website design and layout was also high with mean 4.43.

The Exploration of the Studies: Tourism in the World Heritage Area of Phra Nakhon Si Ayutthaya

Kanlaya Swangkong — Mon, 10 Jun 2024 00:00:00 +0700

Currently, there is research studying tourism in many areas. However, there are still few studies related to tourism in the World Heritage areas. This causes a lack of knowledge for developing tourism in World Heritage areas. Therefore, this research aims to 1) explore tourism studies in the World Heritage Area of Phra Nakhon Si Ayutthaya, and 2) organize their research data. This is documentary research by collecting data from academic databases for analyzing content. Descriptive statistics is used to present the data.

According to the findings, there are 33 research studies about the tourism in the World Heritage Area of Phra Nakhon Si Ayutthaya. All research can be analyzed and grouped into 5 main areas: 1) tourism development and management in the World Heritage Area, 2) area conditions and the potential of the World Heritage area in accommodating tourists, 3) policies and strategic plans related to tourism in the World Heritage area, 4) development of tourist attractions in the World Heritage area, and 5) attitudes and participation of citizens towards tourist attractions in the World Heritage area. Relevant agencies, communities and entrepreneurs can apply this knowledge as a guideline for tourism development in the World Heritage Area of Phra Nakhon Si Ayutthaya and other World Heritage Areas.

Performance Competency of Non-commissioned Officers, Wing 46 in Phitsanulok Province

Kamchai Butakorn, Tanastha Rojanatrakul, Chot Bodeerat — Mon, 10 Jun 2024 00:00:00 +0700

The objectives of this research were 1) to study the performance of the non-commissioned officers at Wing 46 in Phitsanulok province, 2) to study the motivational factors affecting their work performance, and 3) to suggest guidelines for increasing their performance. A sample consisted of were 548 Wing 46 Data were collected by questionnaires, and analyzed through frequency, percentage, mean, standard deviation,t-test, one-way analysis of variance, and Multiple regression analysis.

The results of the research showed that 1) the work performance of the non-commissioned officers at Wing 46 in Phitsanulok province was at the highest level ( = 4.21); 2) the Motivation factors affecting their performance were work success, respect, responsibility, and advancement in position with statistically significant at 0.05 level;
and 3) the guidelines for increasing their performance suggested that their commanders should be aware and give importance for providing welfare, promoting morale, giving authority to make decisions, and listening to the opinions of subordinates. The commanders should consider the nature of the work appropriate for their positions and duties, and create a plan impacting on their career advancement in the positions based on the specific indicators or qualifications.

Guidelines for Developing Service Innovation for the Hotel Business

Daosook Boonyasarn, Aswin Sangpikul — Mon, 10 Jun 2024 00:00:00 +0700

This research article had objectives: 1. to explore approaches in the development of innovation for the hotel business based on five aspects of innovation development, and 2. to analyze the innovative practices for the hotel business based on each hotel department. This study was a qualitative approach by collecting data through the interview methods from hotel executives in Bangkok area by a purposive sampling, with a total of ten informants. Context analysis was employed to analyze the data from the interviews and to classify the data based on hotel innovation aspects. The study revealed that 1. the approaches for developing innovation in the hotel business were classified into five aspects: product innovation, process innovation in reducing energy, managerial innovation for employees, management innovation and network/alliance innovation. 2. For the practices of innovation classified by hotel departments, it was found that several departments had implemented various aspects of innovation. For example, the front desk had implemented technological innovation to manage its daily work while the housekeeping department implemented the innovation to facilitate guest services in guest rooms. The sales and marketing department focused on innovation to introduce new products and services. This research provides value contributions for hotel practitioners to realize the approaches in developing innovation in the hotel business to increase competition opportunities and to provide customer with better services.

Important Factors: the 3-Star Hotel Choosing in Mueang Nakhon Sawan, Nakhon Sawan Province

Kitiphichet Thoopbucha, Surapong Wiriya — Tue, 11 Jun 2024 00:00:00 +0700

The research aimed to investigate 1) behavior of staying in the 3-star hotels, 2) important factors in choosing hotel services in Mueang Nakhon Sawan, Nakhon Sawan province affecting decision behavior for hotel staying. This research was quantitative research. The sample group consisted of 385 guests of the 3-star hotels in Mueang Nakhon Sawan, Nakhon Sawan province. Statistics used in data analysis include frequency, percentage, and Pearson chi-square.

The results showed that 1) for the behavior of staying in the 3-star hotels of the sample group, regarding the frequency of staying in hotels in one year, most spent approximately 1-3 times per year. A reason for staying at the hotels in Mueang Nakhon Sawan district was for relaxation/tourism. The internet media was a channel for them to access the hotel information and choose the hotel to stay. The cost of staying in most hotels was set at a range between 500-700 baht per night. Most did not want to stay and were not certain at the same hotels. 2) For important factors in choosing the hotel services in Mueang Nakhon Sawan District, the service users mainly considered the cleanliness of the room and safety. Also, it was found that there was a relationship between the respondent’s occupations and personal factors. Occupation had no relationship with room cleanliness, safety, cheaper than other hotels at the same level. The beauty of the hotel/atmosphere and provisions of the services/tourism advice were at the significance level of 0.05

Expectation Factors of Services Quality Affecting the New Normal Consumers’ Decision to Use the Service at Japanese Restaurant under in Muang District, Chiang Rai

Tue, 11 Jun 2024 00:00:00 +0700

This research aimed to study: 1) expectation factors of services quality; 2) decision to use the service of Japanese restaurant; and 3) expectation factors of services quality affecting the decision to use the service of the Japanese restaurant of the New Normal Consumer in Muang District, Chiang Rai. Quantitative Research. The sample size consisted of 400 people. The instruments were the questionnaires, and the assessment ratio of expectation factors of services quality and decision to use the service of Japanese restaurant. The statistical tools used in data analysis were percentage (%) mean (), standard deviation (S.D.), and multiple regressions of Stepwise regression method.

The results showed that 1) expectation factors of services quality, as a whole and an individual, were at high level (mean = 4.40 SD = 0.266); 2) decision to use the service of Japanese restaurant, as a whole and an individual, was at high level (mean = 4.44 SD = 0.201); and 3) expectation factors of services quality were: Assurance (X₄), Tangibles (X₁) , Reliability (X₂) , Responsiveness (X₃) and Empathy (X₅). All factors were affecting the decision to use the service of the Japanese restaurant of the New Normal consumer in Muang District, Chiang Rai in overall (tot). Its statistical significance was at .01 level. The correlation coefficient was equal to 0.880. Effectiveness in the prediction was 77.1 %, and the standard deviation of the prediction was 0.096. It was written as the following equation regression analysis was below.

tot= 1.483 + 0.141 (X₄) + 0.158 (X₁) + 0.131 (X₂) + 0.106 (X₃) + 0.135 (X₅)

Public Participation in the Development of Creative Tourism Plans: A Case Study of Muang District, Phitsanulok Province

Narakon khamsawang, Tanastha Rojanatrakul — Wed, 12 Jun 2024 00:00:00 +0700

This research’s objectives were: 1) to study the level of public participation in the development of creative tourism plans; 2) to compare personal factors affecting public participation in the development of creative tourism plans; and 3) to study the public participation guidelines for the development of creative tourism plans. Both quantitative research and qualitative research were employed. The research results showed below.

Public participations in the development of creative tourism plans overall with all five items were at a moderate level. With consideration of each aspect, it was found that, sorted from highest to lowest average, receiving information, providing information, expressing opinions. There were the aspect of participation and support, and participation in work at every step, respectively.
Comparisons of the personal factors and public participations in the development of creative tourism plans in Mueang District, Phitsanulok Province revealed that people with various ages, education, status, occupation, and monthly income overall had different contributions, statistically at the .01 level, while the overall participations of people of different genders was not statistically different at the .05 level.
Guidelines for developing public participations in the creative tourism plans should include publications of various news information for the communities to know thoroughly, encourage people to attend community meetings and express their opinions on problems and needs. Training or activities should be organized to provide knowledge and understanding of plan development to the people. Also, they should create motivation and closeness to the people.

The People’s Attitude towards Community Meetings in Nong Khae, Saraburi Province

Wanchana Makerd , Yuwat Vuthimedhi — Wed, 12 Jun 2024 00:00:00 +0700

The research aimed to 1) study the level of the people’s attitude towards the community meetings in Nong Khae, Saraburi province, 2) to compare between the demographic factors and the people’s attitude towards the community meetings in Nong Khae, Saraburi province, and 3) to analyze the relationship between the political participation and the people’s attitude towards the community meetings in Nong Khae, Saraburi province. The study used quantitative research. A sample, from accidental sampling, consisted of 400 residents in Nong Khae, Saraburi province and the data were collected by questionnaire. The statistical techniques were percentage, mean, standard deviation, One-Way ANOVA and Pearson’s moment product correlation. The research found that: 1) the level of the people’s attitude towards the community meetings in Nong Khae, Saraburi province was at the highest ( = 4.23, S.D.= .64); 2) the different genders had a statistical significance at 0.02; and 3) the political participation was statistically correlated to the people’s attitude towards the community meetings in Nong Khae, Saraburi province at 0.00 level of significance

Transforming Public Sector Organizations into the Digital 4.0 Era: A Case Study of the Government Organization in Phitsanulok Province

Silintrip Sasit, Tanastha Rojanatrakul, Kampanart Wongwatthanaphong — Wed, 12 Jun 2024 00:00:00 +0700

The objectives of this research were: 1) to study the status of the transformation of public organizations into the Digital 4.0 Era, 2) to investigate the factors influencing the transformation of public organizations into the Digital 4.0 Era, and 3) to explore solutions and challenges in the transformation of public organizations into the Digital 4.0 Era. A mixed-method research approach was employed. The sample group used in the research included personnel in the Phitsanulok Provincial Administrative Organization. The questionnaires by purposive sampling with 290 people were utilized and the focus group interviews with 10 people were done. The research tools included questionnaires and interviews. Statistics used in data analysis were confidence level coefficients, percentages, averages, and inferential statistics.

The research results found that:

The overall condition of the transformation of government organizations into the Digital 4.0 Era was at the highest level. With consideration of a side-by-side basis, there were its own strengths. The organizational leaders had a network of the assistance, and the application of new technology and innovation.
The factors affecting the transformation of government organizations into the Digital 4.0 Era had the highest level of opinions on the personnel readiness factors, in terms of knowledge, skills, attitude, and work responsibility. and motivation
The approaches to addressing challenges and obstacles in transitioning public organizations to the Digital 4.0 Era include: (1) there should be an assessment of the skills of employees in each area to group their needs. Subsequently, skills should be enhanced to meet individual requirements. (2) There should be support and understanding provided to employees regarding the objective of developing technological systems in the workplace, aiming to streamline work processes. This includes fostering teamwork between experienced employees and new staff. And (3) Work tasks, assignments, and responsibilities should be appropriately tailored to the knowledge levels of employees

Factors Affecting the Efficiency of Public Services Provided by Ban Mung Sub-district Municipality, Nern Maprang District, Phitsanulok Province

Raweewan Yu-on, Tanastha Rojanatrakul, Kampanart Wongwatthanaphong — Wed, 12 Jun 2024 00:00:00 +0700

The objectives of this research were: 1) to study the levels of public service efficiency of Ban Mung sub-district municipality, Nern Maprang district, Phitsanulok province, 2) to investigate the factors influencing the public sevice provision of Ban Mung sub-district Municipality, Nern Maprang district, Phitsanulok province, and 3) to examine the problems, obstacles, and strategies for improving the efficiency of public service provision of Ban Mung sub-district Municipality, Nern Maprang district, Phitsanulok province. This research is quantitative in nature and employs a survey research design. The sample group comprises 400 residents of Ban Mung Sub-district Municipality. Data collection tools include questionnaires, and statistical analysis involves frequency, percentage, mean, standard deviation, and multiple regression analysis using the Enter method for selecting independent variables.

The research findings revealed that the overall efficiency of the public service provision by the municipality of Ban Mung sub-district, Nern Maprang district, Phitsanulok province, was at a high level. The aspect with the highest efficiency was the promotion of quality of life. Factors contributing to the efficiency of the public service provision included the consistency in service delivery, adequacy of service provision, continuity of service, timeliness of service, and progressive service provision. Among these factors, the progressive service provision had the most significant statistical impact at the 0.01 level. Identified challenges and obstacles in enhancing the efficiency of public service provision included spatial service delivery issues, organizational relationship dynamics, and community participation challenges. Strategies for improving public service efficiency were implementing comprehensive spatial management, fostering cooperation between organizations and other agencies, and establishing network communities.

Public Opinions on the Implementation of the Three-Year Development Plans of Huathale Subdistrict Municipality, Mueang Nakhon Ratchasima District, Nakhon Ratchasima Province

Sasimapron Sroykratoke, Phakthamon Siraroonphat, Suchinchayun Pethnin — Wed, 12 Jun 2024 00:00:00 +0700

The research purposes were to study the opinion, to compare, and to purpose the recommendation according to the public opinions on the implementation of the three-year development plans of Huathale Subdistrict Municipality, Mueang Nakhon Ratchasima District, Nakhon Ratchasima Province. This was survey research. The sample group consisted of 396 people living in Huathale Subdistrict Municipality. The research instrument was the questionnaire. The statistical tools for the data analysis were the percentage, mean, standard deviation, t-test, and one-way Analysis of variance. The research findings were: 1. The levels of the public opinions on the implementation of the three-year development plans of Huathale Subdistrict Municipality overall were at a high level. Each aspect consideration showed that the highest mean was the infrastructure, followed by the education, religion, arts and culture; the aspect of political, administrative, social and community aspects; the aspect of public health and quality of life; the aspect of natural resources and environment; and the aspect of economics and tourism,respectively. 2. The people with different gender, education levels, occupations, and monthly income had the public opinions on the implementation of the three-year development plans of Huathale Subdistrict Municipality showed the overall and each aspect did not different. 3. The recommendations: the aspect of education, religion, arts and culture were allowing people to express their opinions in organizing traditional activities; the aspect of public health, and quality of life were to publicize thoroughly in order to prevent epidemics and serious contagious diseases; the aspect of economy and tourism were promoting the marketing of products in the community and promote careers appropriately; the aspect of infrastructure was arranging appropriate utilities; the aspect of natural resources and environment were organizing the training for youth leaders in conserving natural resources and the environment, and continually replanting forests; and the political and administrative aspects were encourage people to participation in continuous local development.

Influence of K-Pop Artists as Brand Endorsers and Media Exposure Behavior on Strengthening Social Media Based Brand Community

Natphimon Puanfoong, Thongchai Srivardhana — Thu, 13 Jun 2024 00:00:00 +0700

The objectives of this research were: 1) to study the influence of K-Pop artists as brand endorsers based on the perception of members of social media-based brand community; 2) to study the media exposure behavior of members of the social media-based brand community; 3) to study the strength of the social media-based brand community; 4) to study the factors of the influence of K-Pop artists as brand endorsers, affecting the strength of the social media based brand community; and 5) to study media exposure behavior affecting the strength of the social media-based brand community. This is quantitative research. The population consisted of people in a social media-based brand community with a K-Pop artist as a brand endorser for 1 month. The sample included 400 people. The research instrument was a questionnaire. The statistical tools used in the research were frequency, percentage, mean, standard deviation and multiple regression analysis. The results of the research revealed that 1) the influence of K-Pop artists as brand endorsers, according to the perception of members of the social media-based brand community as a whole, was at a high level; 2) their media exposure behavior was at a high level; 3) the strength of the social media-based brand community as a whole was at a high level; 4) the influence of K-Pop artists as brand endorsers affecting its strength was statistically significant at the 0.05 level; and 5) the media exposure behavior affecting its strength was statistically significant at the 0.05 level.

Application of Sufficiency Economy Philosophy in Bangrakam Model Area, Bangrakam District, Phitsanulok Province

Yuwachon Kessornpatoom, Chot Bodeerat, Tanastha Rojanatrakul — Sat, 15 Jun 2024 00:00:00 +0700

The purposes of this research were: 1) to study the application of the Sufficiency Economy Philosophy in the Bangrakam Model area, Bangrakam District, Phitsanulok Province; 2) to study personal factors affecting the application of the Sufficiency Economy Philosophy in the Bangrakam Model Area, Bangrakam District, Phitsanulok Province; and 3) to study suggestion guidelines for applying the Sufficiency Economy Philosophy to practice in the Bangrakam Model area, Bangrakam District, Phitsanulok Province. It was quantitative research. There were 394 people in sample group. The research tool was a questionnaire using data obtained from the research tool. It was analyzed in descriptive statistics. The research results could be summarized as the following.1) The level of implementation of the Sufficiency Economy Philosophy, in the Bangrakam Model area, Bangrakam District, Phitsanulok Province, overall was at a high level. The average was 3.76. 2) Personal factors affecting its were occupations, educational qualifications, age, average income and the residential subdistrict. Their relationship was significantly different at the 0.05 level. Personal factors affecting its was length of residence. The Sufficiency Economy Philosophy has been applied in the Bangrakam Model area, Bangrakam District, Phitsanulok Province. Their relationship was not significantly different at the 0.05 level. 3) The suggestion issue was that the people in the area still did not have enough income to cover expenses. It was necessary to receive relief from the government because receiving water in the Banrakam area resulted in the decrease income in agriculture (rice cultivation); therefore, receiving knowledge and support from the government and private sectors would be a great assistance for the people.

Perceived Brand Equity and Brand Image Affecting Purchase Intention of MITH Perfume

Nunticha Numchaisermsuk, Yupawan Vannavanit — Sat, 15 Jun 2024 00:00:00 +0700

The objectives of the study were to study 1) the perceived brand equity affecting purchase Intention of MITH perfume and 2) the perceived brand image affecting purchase Intention of MITH perfume. This study employed a quantitative research methodology with a survey research format, collecting data through online questionnaires from the Thailand Fragrance Lover group on Facebook, with a sample size of 400. Non-probability convenience sampling was applied to select sample. Data analysis included descriptive statistics such as frequency, percentage, mean, and standard deviation, along with inferential statistics such as multiple regression analysis, with statistical significance at the 0.05 level. The study found that most of the sample group was females with bachelor's degrees, single, employed in private companies, and earning an average monthly income ranging from 25,000 to 35,000 baht. Results from hypothesis testing showed that 1) the perceived brand equity affecting purchase intention of MITH perfume with the most influential factor being brand awareness (β=0.246, p<0.05), followed by brand perceived quality (β=0.221, p<0.05), brand association (β=0.179, p<0.05), and brand loyalty (β=0.115, p<0.05), respectively. Additionally, 2) the perceived brand image affecting purchase intention of MITH perfume, with the most influential factor being attribute (β=0.414, p<0.05), followed by attitude (β=0.240, p<0.05), and benefit (β=0.194, p<0.05), respectively.

Mechanisms for the Social Welfare Management of the Elderly of Local Government Organizations in Chainat Province

Sat, 15 Jun 2024 00:00:00 +0700

The research purposes were to study: (1) to study the mechanisms for the social welfare management of the elderly of local government organizations in Chainat province; and (2) to study their social welfare management of the elderly This was mixed method research. The population of quantitative research included 167,803 elderly of local government organizations in Chainat province; the sample group consisted of 400 elderly people. The qualitative research: key informants were the 10 mayors and chief executives of subdistrict administrative organizations. The research instruments were the questionnaire, and structured interview form. The data analysis statistics were the mean, standard deviation, and multiple regression analysis.

The research findings were:

The mechanisms for the social welfare management of the elderly of local government organizations in Chainat province with all aspects were at high levels; by the well-being of the elderly was at the highest level; the regression coefficient and determination coefficient of 0.78 had the predictability of the results 78 percent.
The social welfare management of the elderly of local government organizations in Chainat province showed: (1) the aspect of health and medical care identification cards were issued to the elderly for treatment in hospitals free of charge; (2) the aspect of income there was the Community Elderly Welfare Promotion Fund; (3) the aspect of housing, family support services they provided for elderly people living alone or homeless; (4) the aspect of recreation there was the center for news and social gatherings for the elderly; (5) the aspect of social security, families, caregivers, and protection they provided the convenience and safety for the elderly; and (6) the aspect of creating services, networks and support there was the daytime care center for the elderly, home visiting services, and the system to care for the elderly in the community

The Effectiveness of Promoting and Supporting Learning at Learning Encouragement Center, Si Samrong District, Sukhothai Province

Naraphorn Gatjit, Kampanart Wongwatthanaphong, Chot Bodeerat — Sat, 15 Jun 2024 00:00:00 +0700

The objectives of this research were: 1.to study the effectiveness of promoting and supporting learning; 2.to compare individual factors with the effectiveness of promoting and supporting learning; and 3.to explore strategies for promoting and supporting learning. This research employed a mixed-method approach. The population consisted of students District at the Learning Promotion Center in Si Samrong District. The quantitative sample included 252 students selected through random sampling. The data collection tool was a questionnaire, and the statistical analysis included frequency, percentage, mean, and standard deviation. The qualitative research targeted administrators and teachers at Learning Promotion Center, with a sample of 10 individuals selected through purposive sampling. The research tool was an interview, and the data were analyzed using content analysis and presented descriptively. The study findings revealed that: 1.the effectiveness of promoting and supporting learning across various aspects basic education, educational assessment, life skill development, community development, and vocational training was rated highly, with an overall average score of 4.23. 2.With comparison of the individual factors with the effectiveness of promoting and supporting learning. 3.Recommendations for promoting and supporting learning included a concentration on basic education and online learning systems, such as scheduling group meetings online and conducting online teaching. It also suggested increasing collaborative activities between teachers and students and developing modern learning materials.

The Seven Kalyanamitta Dhamma Principles of Administrators at Office of The Non–formal and Informal Education in Uthai Thani Province

Sat, 15 Jun 2024 00:00:00 +0700

This research has two objectives: 1) to study the level of the seven Kalyanamitta Dhamma principles of administrators at Office of the Non–formal and Informal Education in Uthai Thani province and 2) to compare their seven Kalyanamitta Dhamma principles. According to teachers' opinions, classified by gender, age, and educational level, and work experience, the research sample included 245 teachers and educational personnel of educational institutions. The research tool was a questionnaire measuring Statistics used in the research included frequency, average. Standard deviation, t-test value) and F-test value The results of the study revealed that 1) the overall level of opinions on the seven principles of Kalyanamitthamma was at a high level (=3.86), and 2) the results of comparing opinions classified by gender, age, and overall educational level did not have differences. Also, both the overall picture and aspects, of Piyo (lovely), teacher (respectable), Bhawaniyo (knowledgeable, admirable), Vanjanakkhamo (not easily angered, patient) and Kambhira, had the differences of the two groups with significant difference at the .01 level. They were significantly different at the .05 level.