Journal of Administration and Social Science Review

A Study of School Administrators’ Components of Crisis Management Skill

Intuon Prakankaew, Nawaphorn Wannathong, Waro Phengsawat — Fri, 01 Nov 2024 00:00:00 +0700

The objective of this study was to identify the components of crisis management skills of school administrators. The research format is to study 10 sources of documents and research, then synthesize the components, and evaluate the appropriateness of their components. The process of the study was divided into two steps. Step 1 was the identification of crisis management skill competencies: reviewing concepts, theories, and prior studies from 10 sources. Step 2 was the evaluation of the appropriateness of the components by five experts. The tools used included a synthesis form and a 5-level rating scale questionnaire. Statistics used in data analysis included frequency, percentage, mean and standard deviation. The findings showed that the crisis management skills of the school administrators consisted of four components, namely 1) communication skills, 2) analytical thinking and creative thinking skills, 3) problem-solving skills and 4) technology and digital skills. All components showed the appropriateness at the highest level.

Dynamic Capability of Post-Covid-19 Business Operation of Small and Medium Enterprises in the Lower Northern Thailand

Athitaya wongthanawiwat, Wichitra Chamlongrath, Jirapa Ngamsuthi — Sat, 02 Nov 2024 00:00:00 +0700

The objectives of this study were to investigate the influence of organizational resources and external environmental factors affecting the dynamic capability of post-covid-19 business operation of small and medium enterprises in the lower northern Thailand. This study was quantitative research. The sample consisted of 385 SMEs business owners in the lower northern Thailand. A questionnaire was used as a tool for data collection. Statistical instruments used in data analysis were frequency, percentage, mean, standard deviation and multiple regression analysis.

The results showed that the influence of organizational resources and external environmental factors on the dynamic capability of post-covid-19 business operation were at a statistically significant level of 0.01. The forecasting equation was able to predict the dynamic capability of post-covid-19 business operation with an accuracy of 59 %.

Service Quality Dimensions from the Perspectives of Consumers, Service Providers, and Scholars in Thailand

Chonlada Sajjanit — Sat, 02 Nov 2024 00:00:00 +0700

This study had objectives: 1) to study the service quality dimensions for high-contact services from the perspectives of consumers, service providers, and scholars in Thailand, and 2) to study the service quality dimensions for low-contact services from them. As a qualitative study, the individual in-depth interviews were utilized. Interviewees included: 1) 12 service consumers, 2) 12 service providers, and 3) 12 business and marketing scholars. The sampling method was purposive sampling. Qualitative content analysis was used for data analysis. Based on the data analysis, the qualitative results showed that

For high-contact services, consumers, service providers, and scholars agreed that the service quality dimensions included five dimensions of SERVQUAL measure comprising reliability, assurance, empathy, responsiveness, and tangibles. In addition, based on the qualitative interviews, two more dimensions were added– the integrity dimension and the proactivity dimension.

2. For low-contact services and online services, they agreed that the service quality dimensions included four dimensions of E-S-QUAL measure: efficiency, system availability, fulfillment, and privacy. Additionally, according to the qualitative interviews, two more dimensions were added-the assurance dimension and the after-sales support dimension

The Component of Potential of Tourist Attractions in Phatthalung Province

Nareeporn Sricharit, Chawalee Na Thalang, Seri Wongmontha — Sat, 02 Nov 2024 00:00:00 +0700

This research aimed 1) to study the components of tourist destinations in Phatthalung Province and 2) to examine the demographic characteristics influencing the components of tourist destinations in Phatthalung Province. The study employed a quantitative research approach, gathering data through questionnaires from 400 Thai tourists visiting Khuan Khanun District, Mueang District, Pa Phayom District, and Khao Chai Son District in Phatthalung Province. Data analysis was conducted using both descriptive and inferential statistical methods.

The research findings indicated that Phatthalung Province scored highest in overall tourist destination components (the 10 A's), including tourist attractions (X̅=4.40, SD=0.54), tourist attraction atmosphere (X̅=4.32, SD=0.59), friendliness of local people (X̅=4.32, SD=0.59), tourist activities (X̅=4.31, SD=0.61), accommodation (X̅=4.30, SD=0.57), facilities (X̅=4.24, SD=0.62), and accessibility (X̅=4.23, SD=0.57). Furthermore, tourists with different demographic characteristics showed similar levels of opinion regarding the components of tourist attractions (the 10 A's). This research can be utilized by relevant agencies to develop tourism strategies that align with the current needs of tourists

An Analysis of International Tourists’ Push and Pull Motivation Factors in Wellness Tourism A Case Study of Phuket

Sat, 02 Nov 2024 00:00:00 +0700

The aims of this research were 1) to investigate the demographic profile of international tourists traveling for wellness tourism in Phuket, 2) to study factors influencing international tourists’ push and pull motivation for traveling wellness tourism in Phuket, and 3) to compare the different between demographic variables and push and pull motivation for traveling wellness tourism in Phuket. This study utilized a quantitative research approach by surveying 400 convenience samples from the international tourists traveling in wellness tourism in Phuket. The data analysis involved descriptive statistics.

The result revealed that 1) most international tourists traveling for wellness tourism in Phuket were male, aged 25–39 years, with married status, no religion, European nationality, a master's degree or higher, an employee, and an average monthly income of 2,501–3,500 US dollars. 2) The main push factor was relaxation and escape; the main pull factor was price. And 3) the different demographic factors (gender, age, status, religion, occupation, and monthly income) affected the push and pull motivation of the international tourists traveling for wellness tourism in Phuket differently. However, the tourists with different nationalities and education levels had no different opinions on the motivation of the international tourists traveling to promote wellness tourism in Phuket. These research findings can provide valuable insights for enhancing product development, wellness tourism services, staff training, and implementing effective marketing strategies to support the future of wellness tourism in Phuket

Opinions of Graduate Students towards Real-world Learning in the Field of Tourism Management

Aswin Sangpikul — Mon, 04 Nov 2024 00:00:00 +0700

This study aimed: 1) to examine graduate students’ opinions towards real- world learning projects in the field of tourism management and 2) to examine the difficulties in undertaking the real-world learning projects in the field of tourism management. This study used a mixed method by questionnaires and interviews from students enrolling at one university with a total of 23 respondents. Data were analyzed by descriptive and inferential statistics.

According to the findings, 1) the graduate students had the opinions towards the 3 real-world learning projects at a high level. They indicated that the research project had helped them to better learn and understand the characteristics of research work (x̄=4.71). Regarding entrepreneurship project, they indicated that this type of project had helped them to better understand the characteristics of doing business (x̄=4.68). For business seminar project, they indicated that this project had enhanced their knowledge about business marketing (x̄=4.63). 2) For the difficulties in undertaking the real-world learning projects, each project had different difficulties based on various contexts. The research findings may help to promote real-world learning among graduate instructors for developing students both academically and professionally.

The Influence of Organizational Climate, Organizational Competency and Organizational Innovation of Effectiveness of Management in Groups of Ruttanakosin Rajabhat University

Benyapa Kongmalai — Mon, 04 Nov 2024 00:00:00 +0700

This research article aimed: 1) to study the level of organizational climate, organizational competency, organizational innovation, and effectiveness of management in groups of Ruttanakosin Rajabhat university; 2) to develop the causal relationship model of the effectiveness of management in groups of Ruttanakosin Rajabhat university; and 3) to examine the influence of organizational climate, organizational competency and organizational innovation on effectiveness of management in groups of Ruttanakosin Rajabhat university. This was a quantitative research approach, utilizing a questionnaire as a data collection. The sample group of 380 lecturers and support staff at the Ruttanakosin Rajabhat University. Data were analyzed using mean and standard deviation, and correlation coefficient.

The research findings showed that:

Organizational climate, organizational competency, organizational innovation, and effectiveness of management in groups of the Ruttanakosin Rajabhat University were at the high level.
The causal relationship model of the effectiveness of management in groups of Ruttanakosin Rajabhat University was empirical relationship and consistency.
Factors with a direct positive influence on the management effectiveness of Rajabhat University in Ruttanakosin Group with statistical significance at the 0.01 level were organizational competency, organizational innovation, and organizational climate respectively. Factors that indirectly influenced effectiveness of management in groups of Ruttanakosin Rajabhat University were organizational climate and organizational competency respectively. The three variables together explained 89.00% (R²) of effectiveness of management in groups of Ruttanakosin Rajabhat University.

The Process of Entering Thai Culture and the Adaptation of Yunnan-Chinese Workers in Rayong Province

ZHANG WEN, Li Man, Oratai khanto — Tue, 05 Nov 2024 00:00:00 +0700

This research aimed to analyze the process of the Yunnan-Chinese workers entering Thai culture and their adaptation in Rayong province. The field study was conducted by using in-depth interviews with 25 Yunnan-Chinese workers in Rayong province. The research findings revealed that the Yunnan-Chinese working in Rayong tried to enter or adapt to the Thai culture to be in comfort; their main way or action adapted to the culture was to learn Thai language. So, some people learned the Thai language for Thai culture or Thai society. They invited their friends to work together to learn Thai. However, some lived in their inner world, not interested in learning the language and culture of Thailand.

A study of School Safety Components

Rittikrai Kiinti, Nawaphorn Wannathong, Wannika Chalakbang — Thu, 07 Nov 2024 00:00:00 +0700

The objective of this quantitative research article aimed to study the components of safety at the schools and to evaluate the suitability of these safety components there. It was a quantitative research study, with the research process divided into two stages. The first step was to synthesize the school safety components from 12 sources of related studies and research articles, and the second step was to evaluate the possibility of the school safety components by 5 experts. The tools used in the study consisted of a synthesis form and 5-level rating scale questionnaire. The collected data were analyzed for frequency, percentage, mean and standard deviation.

The results revealed that the school safety consisted of five components, namely
1) physical environment, 2) school safety services, 3) health education, 4) buildings, and 5) social environment. All components indicated high level of possibility.

Factors Affecting the Efficiency of Environmental Policy Management in Pattaya City, Chonburi Province

Phaphatsorn Anuwieng, Nithet Tinnakul — Thu, 07 Nov 2024 00:00:00 +0700

The research article's purposes were to study: (1) the effectiveness of public policy administration in Pattaya City, Chonburi Province; (2) the analyze administration according to the public policy affecting the effectiveness of administration according to public policy of Pattaya City, Chonburi Province; and (3) the development guidelines for the public policy administration in Pattaya City, Chonburi Province. This was the mixed methods research. The population was 86,571 people, aged 18 years and over with house registrations in Pattaya City; the sample group consisted of 400 people. For the qualitative research, the key informants were the 12 community leaders in the Pattaya City area. The research instruments were the questionnaires and structured interview form. The data analysis statistics were the mean, standard deviation, and multiple regression analysis.

The research findings were:

The effectiveness of public policy administration in Pattaya City, Chonburi Province found the overall was at a high level consisting of the ethics in the public policy administration; achieving goals on public policy; and public confidence in the administration for the public policy.
The public policy administration in Pattaya City, Chonburi Province found the overall was at the high level consisting of the aspect of efficiency of administration according to the public policy; methods for implementing public policy; public relations of policy implementation; administrative process according to public policy; and considering public benefits; found that the administration factors regarding to the consideration of public interest, the efficiency administration efficiency according to public policy, the achievement of public policy goals, and the public confidence in administration according to public policy, did affect the effectiveness of administration according to the public policy of Pattaya City, Chonburi Province.
The development guidelines were an emphasis on public benefits, administrative efficiency, achievement of public policy goals, and public confidence.

Thai Naming of Chinese Students in the Bachelor of Arts Program in Thai Communication as a Second Language at Huachiew Chalermprakiet University, Academic Year 2022-2023

Wachira chareanjit — Thu, 07 Nov 2024 00:00:00 +0700

The purpose of this research article was to study Chinese students' naming in Thai, at Huachiew Chalermprakiet University, in undergraduate level for academic year 2022-2023. It used a qualitative research approach. The researcher analyzed the Thai names of Chinese students. Thai names were selected from Chinese students enrolling in the 2022-2023 academic year, and a Thai naming interview questionnaire was distributed to them for the research use.

The results of the study showed that 1) there were two methods of Thai naming among Chinese students: asking the teacher to give the name, and naming by the students themselves, the most common method. 2) The language characteristics of Thai name: most two-syllable names were found. There were some single syllable words. And the least common were multi-syllable words. The name word was found. Chinese students' names were the most common compound words. Also, they were single words, common words, repeated words, and the least common word was "Sonthi", the most Thai word; and a name was a transliteration from a foreign language. There were two types of phrase names: noun phrases and verb phrases. In terms of sentences, names in Thai consisted of two syllables and Thai words. Sentence names were found. They had the characteristics of a singular sentence and sentence components: subject + verb. In terms of meaning, there were three types: names with meanings related to nature; ones with good meanings, auspiciousness ; and others without meaning.

School Administration According to the 2nd Standard of Educational Institution Under the Nakhon Sawan Secondary Education Service Area Office

Yothin Srisopha, Leachai Chunaka, Suradet Boonrod — Sat, 09 Nov 2024 00:00:00 +0700

The purposes of this quantitative research were: 1. to study the management level according to the quality assurance criteria within standard 2, and 2. to compare the management level according to the quality assurance criteria within standard 2. The sample group in the research included teachers at the educational institutions under the Nakhon Sawan Secondary Educational Service Area Office, Semester 1, totaling 352 people. The research instrument was a questionnaire. The consistency index value was between 0.60 - 1.00, and the confidence value for the entire document was at the level of .957. Statistics in the research included: 1) descriptive statistics, including percentages, averages, standard deviations. and 2) inferential statistics, including t-test Independent and One Way ANOVA.

The research results showed the following

Management according to the criteria for quality assurance within educational institutions, Standard 2, Overall and aspect were at high level.
Results of comparing management, according to the criteria for quality assurance within educational institutions, standard 2, classified by gender, educational level, work experience and size of educational institution, revealed that overall no differences were found. With comparison according to the size of educational institutions, it appeared that in terms of developing teachers and personnel to have professional expertise and in organizing information technology systems to support management and learning management, there was a statistical significant difference at the .01

The Governance of the Government of General Prayut Chan-o-cha during 2014-2019

Sat, 09 Nov 2024 00:00:00 +0700

This research article aimed to study the governance of the government of General Prayut Chan-o-cha. It was qualitative documentary research studying the government in the period after the coup d'état from 2014 to 2019. The research showed that governance was the concept to govern the state, different from the former pattern of the government. The public management was a part of governance approach considering on the political changing context and the governance of the government of General Prayut Chan-o-cha. The political structure trended to consist of political governance and bureaucratic aspect for the state stability.

The Demand for Self-Improvement of Operational Personnel at College of Arts, Media and Technology, Chiang Mai University

Siripat Thaai — Sat, 09 Nov 2024 00:00:00 +0700

The research article’s objectives were to study the self-development needs of operational personnel and to provide policy recommendations for promoting their development at the College of Media, Arts, and Technology, Chiang Mai University. This quantitative research was conducted through a survey method. The population consisted of 58 operational staff members at the College, completing the survey. The data were analyzed using statistical software to calculate the percentage, standard deviation (SD); and hypothesis testing was performed using Independent Samples T-Test and One-Way ANOVA, with statistical significance set at sig <0.05. The study showed that the relationship, between the self-development needs of the operational staff and personal factors, such as staff type and the need for development through study visits, was statistically significant with a p-value < 0.05. Additionally, the relationship, between self-development needs and the duration of employment in relation to the need for further education, was statistically significant with a p-value < 0.05. The self-development needs consisted of the highest demand for the development of technological proficiency, followed by a high demand for training. Policy recommendations are planning for training and development, budget planning, and evaluation planning.

An Analysis of Problems and Solutions of Thai Youths in Films Winning Suphannahong Award, during 1991 – 2020

Lan XIALING, Jansuda Chaiprasert, Teerachoot Kerdkaew — Sat, 09 Nov 2024 00:00:00 +0700

This research article aimed to analyze the problems and solutions of Thai youths in eight films winning the Suphannahong Award, during 1991-2020. The qualitative research method was applied to analyze the contents of the films studied. The research revealed three main areas of Thai youth problems. 1) Problems in the family, including quarrels between children and their parents or guardians, parental resistance by using violence, and running away youths from homes; 2) Problems in school, including using violence; bullying between students; cheating practices; and disrespectful behaviors toward teachers; and 3) Social problems, including premature sexual affairs in youths, youths committing suicide, misusing of media by youths, and drug addiction in youths. Solutions for the mentioned problems in the studied films call for the cooperation of all related parties, families, schools, and society, to protect youths and support their growing up to the qualified and worthy members of society

Innovative Leadership of Executives Affected on Administration Management of District Learning Encouragement Center Chiang Rai Provincial Office Learning Encouragement

Jidapa Mahawan, In Chanjarean, Weeraphan Siririth — Sat, 09 Nov 2024 00:00:00 +0700

This research aimed to study 1)innovative leadership of administrators, 2) management of educational institutions, and 3) innovative leadership of administrators, affecting the management of District Learning Encouragement Center Chiang Rai Provincial Office Learning Encouragement. This was a quantitative research method. A sample of 225 people was used in the research. The stratified random sampling was used. The research instrument was a questionnaire on innovative leadership of administrators and management of educational institutions. The statistics used in data analysis included frequency, percentage, mean, standard deviation (SD), and stepwise multiple regression.

The research results found that 1) Innovative leadership of educational institution administrators was at a high level overall (Mean= 4.38, SD = 0.51). 2) Management of educational institutions overall was at a high level (Mean = 4.46, SD = 0.45). Also, 3) Innovative leadership of executives had 3 of 5 variables that had the best power to predict school management, namely, risk management (X₅), innovation organization creation (X₃), and creativity (X₂), with a multiple correlation coefficient (R²) of 0.653. All 3 variables could jointly predict 65.30 percent, with statistical significance at the 0.01 level, and a standard error of forecasting of = ±0. 26376.

It can be written as a forecasting equation in the raw score form as follows.

Y = 1.404 + 0.288 (X₅) + 0.229 (X₃) + 0.182 (X₂)

It can be written as a prediction equation in the standard score form as follows.

Z = 0.361 (X₅) + 0.284 (X₃) + 0.224 (X₂)

Increasing the Potential of Community Tourism for Sustainable Tourism Development Chiang Mai Province

Sat, 09 Nov 2024 00:00:00 +0700

This research aimed: 1) to study the potential for sustainable community-based tourism in Chiang Mai province, 2) to examine the factors influencing sustainable development in Chiang Mai province, and 3) to propose a model for enhancing the capacity of community-based tourism for sustainable development in Chiang Mai province. The research employed a mixed-methods approach. For the quantitative research, the sample consisted of 360 tourists traveling to Chiang Mai province. Data were collected through questionnaires and analyzed using descriptive statistics, including mean and standard deviation, as well as structural equation modeling. For the qualitative research, data were collected through in-depth interviews with key informants with 40 tourism business operators. The tools used were structured interviews and focus group discussion records, with results analyzed using a content analysis.

The research findings indicated that:

1) Chiang Mai was a province known for its cultural and natural significance. The key aspects of community-based tourism potential in Chiang Mai were categorized into five main areas: cultural diversity, abundant natural resources, support from government and private sectors, infrastructure development, and building a tourism community network.

2) The management capacity had the greatest overall influence on sustainable community-based tourism, followed by the ability to meet tourists' needs and the potential of tourism resources, respectively.

3) To achieve sustainable development of community-based tourism in Chiang Mai, it is essential to consider several key factors: effective management, enhancing the potential of tourism resources, and meeting tourists' needs. These developments will help balance resource conservation, community revenue generation, and creating valuable experiences for tourists, leading to long-term sustainable community-based tourism development.

The Development of a Healthcare Model for the Elderly for Elderly Caregivers in Pathum Thani province

Krits Denkriangkrai, Snit Sitti, Koblap Areesrisom, Pawinee Areesrisom — Mon, 11 Nov 2024 00:00:00 +0700

This research aimed : 1) to study the problems and needs of the elderly in Pathum Thani province, 2) to analyze the factors influencing the quality of life of the elderly in Pathum Thani province, and 3) to propose a healthcare model for elderly care for caregivers in Pathum Thani province. The research employed a mixed-methods approach. The quantitative research involved a sample of 300 elderly service users at the facilities licensed by the Ministry of Public Health in Pathum Thani province. The research instrument used was a questionnaire, and the data analysis utilized descriptive statistics, frequency analysis, percentage, and structural equation modeling. For the qualitative research, there were 10 key informants. The focus group had 20 participants. The qualitative research tools included structured interviews and focus group discussion records, with content analysis.

The research findings revealed that:

1) The primary issue was health-related, particularly chronic diseases requiring ongoing care. They also needed social support and connection through various activities and enhanced mental health. The elderly needed financial support and opportunities to generate appropriate income.

2) The competence of elderly caregivers had the greatest overall influence on the quality of life of the elderly, followed by caregiving skills, treatment of the elderly, and health promotion behaviors for the elderly, respectively.

3) The healthcare model for elderly care in Pathum Thani province should concentrate on developing the potential of caregivers to provide effective care. Caregivers should receive training on elderly care, have avenues for stress management, and sufficient rest time. Effective caregivers should have high competence, good caregiving skills, and health-promoting behaviors for the elderly.

Strategies for Increasing the Potential of Thai Spa and Health Massage Businesses in Chiang Mai Province

Damrongsak Kiewpeng, Pawinee Areesrisom, Weena Nilawonk, Koblap Areesrisom — Mon, 11 Nov 2024 00:00:00 +0700

This research aimed: 1) to study the factors influencing the competitive advantage of Thai spa and wellness massage businesses, 2) to analyze the strengths, weaknesses, opportunities, threats, and factors related to building competitive advantage for Thai spa and wellness massage businesses, and 3) to propose strategies for creating competitive advantage in the Thai spa and wellness massage businesses in Chiang Mai province. This research employed a mixed methods approach. A sample consisted of 380 business owners of the spa and wellness massage businesses in Chiang Mai province and in-depth interviews with key informants, totaling 22 people. The tools used were a questionnaire and in-depth interviews with key informants. Instruments for data analyses were means and standard deviations, statistics using structural equation modeling techniques and content analysis.

The research findings revealed that:

1) The competitive advantage was most influenced by the marketing mix, followed by the quality of the establishment, management, and the characteristics of the entrepreneurs.

2) Thai spa and wellness massage businesses in Chiang Mai province had several prominent strengths, including a unique reputation and culture, status as a popular tourist destination, skilled and expert staff. This industry also had weaknesses to be cautious of, such as a heavy reliance on tourists, market saturation leading to high competition, and inconsistencies in service standards across some establishments. In terms of opportunities, the business was able to benefit from the growth of the global wellness market, the use of online marketing and social media to reach customers, and the development of new services, such as therapeutic massage or partnerships with hotels and resorts. The challenges faced by industry included economic and political uncertainties.

3) To build a competitive advantage, Thai spa and wellness massage businesses in Chiang Mai should focus on differentiation through service development and staff training, as well as leveraging technology and digital marketing.

The Study of Relationship between the Transformational Leadership of School Aadministrators and the Professional Learning Communities in the 21st Century at the Schools under the Chiang Rai Primary Educational Service Area Office 2

Piyalak Rimthong, Chamnong Chaemchanwong, Thitiarpha Tangkawanich — Mon, 11 Nov 2024 00:00:00 +0700

The objectives of this research were 1) to study the level of transformational leadership of school administrator under the Chiang Rai Primary Educational Service Area Office, Area 2, 2) to study the level of learning communities in the 21^stcentury of schools in the Chiang Rai Primary Educational Service Area Office 2 and 3) to study the relationship between the transformational leadership of administrator and the professional learning communities in the 21^st century at the schools in the Chiang Rai Primary Educational Service Area Office 2. It was a quantitative research approach using a survey method. The sample consisted of 310 teachers the schools undet the Chiang Rai Primary Educational Service Area Office 2. The research instrument composed of questionnaires about the transformational leadership of the school administrator and professional learning communities in the 21^st century. Data were analyzed by using mean ( ), standard deviation (S.D.), and Pearson’s Product Moment Correlation Coefficient (r).

The results of the research showed that: 1) transformational leadership of the school administrator was at a high level ( = 4.40, S.D. = 0.67). 2) Professional learning community in the 21^st century was at a high level ( = 4.45, S.D.= 0.64). 3) Transformational leadership of school administrator had highly positive corelation with professional learning communities in the 21^st century (r = 0.66) at a statistical significance at the .01 level.

The Factors Affecting parents’ Participation Behavior in the Educational Management at Private Early Childhood Schools in Phan District, Chiang Rai Province

Supansa Navaja, Piamporn Sutinrerk, Thitiarpha Tangkawanich — Mon, 11 Nov 2024 00:00:00 +0700

The objectives of this research were: 1) to study the level of policy factors of educational institutions, the appropriateness of the time period for organizing activities, and the benefits for the parent; 2) to study the level of participation behavior of parents in the provision of education; and 3) to study factors affecting parents' participation behavior in educational administration. It was a quantitative research approach. The sample group consisted of 242 parents of students. A questionnaire was used as a research tool. Statistical instruments for the data analysis were: mean, standard deviation, and multiple regression analysis

The results of the research found that 1) factors in the benefits that parents received overall was at a high level (= 4.29, SD. = .51). The policy of the educational institution was at a high level (= 4.19, SD. = .47). Appropriateness of the time period for organizing activities was at a high level (= 4.08, SD. = .66). The benefit that parents received was at a high level ( = 4.29, SD. = .51). 2) Mean score of parental participation behavior was at high level (= 4.17 , SD. = .40), 3) The benefits factor that parents received was at a high level (β = 0.281). The policy aspect of the educational institution was at a high level (β = 0.228); and the appropriateness of the period for organizing activities was at a high level (β = 0.292). It affected parents' participation behavior in educational management with statistical significance at the .05 level. Moreover, all three variables could predict parents' participation behavior in educational administration at 63.60%.

Innovative Leadership of School Administrators Affected Digital Citizenship of Teachers under the Office of the Chiang Rai Primary Educational Service, Area 3

Sakaoduean Saenthiya, Katatap Chanjarean, Thitiarpha Tangkawanich — Mon, 11 Nov 2024 00:00:00 +0700

The objectives of this research aimed: 1) to study the level of innovative leadership of school administrators; 2) to study the level of digital citizenship of teachers; and 3) to study the innovative leadership of school administrators affecting the teachers’ digital citizenship under the Office of the Primary Chiang Rai Educational Service Area 3. This study employed quantitative research methodology. The sample consisted of 313 teachers in the Primary Chiang Rai Educational Service Area 3.The instruments composed of personal data questionnaire, innovative leadership of school administrator questionnaire, and digital citizenship of teacher questionnaire. Data analysis was done by mean, standard deviation and Stepwise Multiple Regression Analysis.

The results of the research found that: 1) the mean score of innovative leadership of school administrator was at high level (= 4.01, S.D. = 0.31). 2) Mean score of digital citizenship of teacher was at high level (= 4.00, S.D. = 0.36). and 3) The innovative leadership of school administrator composed of innovative organization aspect (ꞵ = 0.582), innovative creative thinking aspect (ꞵ = 0.266), and innovative vision changing aspect (ꞵ = 0.168). It affected the digital citizenship of teachers at the statistical significance .05 level. and these three variables could predict digital citizenship of teacher at 80.4%.

The Influence of Online Media and Consumer Behavior on the Decision on the Service Use of the Klinique Medical Clinic

Apornpan Sarikha, Ongart Singlumpong — Mon, 11 Nov 2024 00:00:00 +0700

The objectives of this research were: 1) to study the exposure to social media influencing the decision on the service use at The Klinique; 2) to examine consumer behavior affecting the decision on service use at The Klinique; and 3) to study the decision on service use at The Klinique by consumers in Bangkok. This was quantitative research. The sample group consisted of 400 male and female consumers using services at The Klinique and residing in Bangkok. The research tool was a questionnaire distributed online. Data were analyzed using descriptive statistics, including mean and standard deviation. Hypothesis testing was conducted using Pearson’s correlation statistics. The findings revealed that: 1) Social media exposure influenced the decision to use services at The Klinique was at a moderate level (= 3.45); 2) Consumer behavior influencing the decision to use services at The Klinique was at a moderate level (= 3.36); and 3) The decision to use services at The Klinique was at a high level overall (=4.28). The hypothesis testing results indicated that social media exposure and consumer behavior were significantly correlated with the decision to use services at The Klinique, in the same direction, at a significance level of .05

Administration Affecting the Risk Management at Education Institutions of District Learning Encouragement Center Chiang Rai Provincial Office of Learning Encouragement

Teerasak yakanta, Thongchat Wongsawan, Weeraphan Siririth — Mon, 11 Nov 2024 00:00:00 +0700

This research aimed 1) to study the management of educational institution administrators at the District Learning Encouragement Center, Chiang Rai Provincial Office of Learning Encouragement; 2) to study the risk management of educational institutions at the District Learning Encouragement Center, Chiang Rai Provincial Office of Learning Encouragement; and 3) to study the management affecting the risk management of the District Learning Encouragement Center, Chiang Rai Provincial Office of Learning Encouragement. This was a quantitative research approach using a sample of 198 people by stratified random sampling. The instruments used were the questionnaire on the management level of educational institutions administrators, and the questionnaire on the risk management of educational institutions. The statistics used in data analysis included frequency, percentage, mean, standard deviation (SD), and stepwise multiple regression

The results of the research found that 1) the overall management level of the administrators was at the highest level (=4.51 and SD = 0.40). 2) The level of risk management of educational institutions overall was at the highest level (= 4.54 and SD = 0.40). 3) Management affecting the risk management of educational institutions had three variables with the best power to predict the risk management of educational institutions, which were control (X₄), planning (X₁), and organization management (X₂) with statistical significance at the 0.01 level. The multiple correlation coefficient (R²) was equal to 0.727. They were able to jointly predict the variance of educational institution management by 72.70 percent, and had a standard error of forecasting, equal to = ± 0.21193. It could be written as an equation as follows.

= 0.736 + 0.403 (X₄) + 0.270 (X₁) + 0.169 (X₂)

= 0.476 (X₄) + 0.280 (X₁) + 0.186 (X₂)

Innovative Leadership by School Administrators Affecting Motivation of Teachers and Educational Personnel at the Schools under the Local Administrative Organization in Nan Province

Naphitchaya Puntip, In Chancharoen, Thitiarpha Tangkawanich — Wed, 13 Nov 2024 00:00:00 +0700

The objectives of this research were: 1) to study the innovative leadership level of educational institution administrators; 2) to study the motivation level of teachers and educational personnel; and 3) to study the innovative leadership of school administrators affecting the motivation of teachers and educational personnel. It was a quantitative research approach. The sample consisted of 162 teachers and educational personnel. A questionnaire was used as a research tool. The study employed statistics to analyze data, namely mean, standard deviation. and multiple regression analysis.

The results of the research found that 1) means score of innovative leadership of administrators, was at high level (= 4.28, SD. = 0.79); 2) means score of the motivation of teachers and educational personnel in school operations was at a high level (= 4.26, SD. = 0.57); and 3) innovative leadership of administrator’s affective motivation of teachers and educational personnel teamwork and participation was at a low level (β =0.357). The innovative leadership of administrator’s vision for change, creativity, and risk management, could predict the motivation of teachers and educational personnel at 39 %

The Transformational Leadership of the School Administrators Affecting the Implementation of the CR2ACTS Model Policy at the Schools under the Chiang Rai Primary Educational Service Area Office 2

Yutthapong Rungthaweepittayakul, Katatap Chanjarean, Thitiarpha Tanagkawanich — Wed, 13 Nov 2024 00:00:00 +0700

This research article aimed to: 1) study the level of transformational leadership of school administrators, teachers and educational personnel under the Chiang Rai Primary Educational Service Area Office 2, 2) examine the level of implementation of the CR2ACTS model policy at the schools under the Chiang Rai Primary Educational Service Area Office 2 and 3) investigate the transformational leadership of administrators influencing the implementation of the CR2ACTS Model policy at the schools under the Chiang Rai Primary Educational Service Area Office 2. This was a quantitative research study. The sample consisted of 320 people, such as school administrators, teachers, and educational personnel from Chiang Rai Primary Educational Service Area 2. The instruments composed of general information questionnaires, school administrators' transformational leadership questionnaires, and CR2ACTS model policy driving questionnaires. Data were analyzed by using statistics, mean, standard deviation, and stepwise multiple regression analysis.

The research findings revealed that 1) the overall level of transformational leadership was high ( = 4.022, S.D. = 0.327), 2) the implementation CR2ACTS model policy was also at a high level (= 3.612, S.D. = 0.415), and 3) the administrators' transformational leadership, specifically in the areas of charisma leadership (β = 0.226) and inspirational motivation
(β = 0.185), could predict the driving of the CR2ACTS model policy by 13.3%, with statistical significance at the 0.05 level.

The Marketing Mix Factors Affecting the Decision to Use the Service of Octoguz by Ban Sod Restaurant

Chaiyanit sukprasert, Chinnaso Visitnitikija — Wed, 13 Nov 2024 00:00:00 +0700

This research aimed to study 1) Marketing mix factors in using the services of octoguz by Baan Sod, 2) Decision making in using the services of octoguz by Baan Sod, 3) Comparison of decision-making in using the services of octoguz by Baan Sod classified by personal data, and 4) Marketing mix factors affecting the decision making in using the services of octoguz by Baan Sod. It was a quantitative research approach. A questionnaire was a research tool. A questionnaire of 400 sets was used as a tool for data collection. The statistical instruments used were percentage, mean, t-test, F-test (One-Way ANOVA), and Multiple Regression Analysis.

The research results found that 1) The important level of marketing mix factors in using the services of octoguz by Baan Sod overall was essential. 2) The level of decision-making in using the services of octoguz by Baan Sod overall level was at the most agree. 3) Comparison of decision-making in using the services of octoguz by Baan Sod classified by personal data affected the decision-making. 4) Marketing mix factors affecting the decision to use the services of octoguz by Baan Sod in terms of promotion, personnel, process, and physical characteristics affected the decision to use the services of octoguz by Baan Sod.

Guideline for the development of cultural tourism in Chonburi Province

Bunchob Moolchua — Wed, 13 Nov 2024 00:00:00 +0700

This research article aimed to study 1) the cultural tourism situation in Chonburi Province, and 2) the method for developing cultural tourism in Chonburi province. This research employed a quantitative approach. The research instrument was a questionnaire. The sample consisted of 400 Thai tourists. The statistical tools used in the research were frequency, percentage, mean, standard deviation, t-test, One way ANOVA.

The results of this research were the following. 1) The overall condition of cultural tourism in Chonburi Province was of a high level of importance. With consideration of each aspect, it was at a high level in all aspects. The most important aspect was tourist attractions, and the least important aspect was the accessibility of cultural tourism attractions. 2) For the guidelines for the development of cultural tourism in Chonburi Province, it overall was at a high level. With consideration of each aspect, it was at a high level in all aspects. The aspect with the highest average score was learning activities and process, and the aspect with the lowest average score was the tourism area management.

The results of hypothesis testing found that 1) different personal factors such as gender, age, education level and income had different opinions on cultural tourism conditions in Chonburi Province; except for occupation, there were statistically significant differences at the 0.05 level. 2) For different personal factors such as gender, age, education level, occupation and income, there were no different opinions on the guidelines for developing cultural tourism in Chonburi Province

Motifs in Legend of Hua Po Goddess of the Zhuang Tribe

Tang lihua , Patcharin Buranakorn, Teerachoot Kerdkaew — Wed, 13 Nov 2024 00:00:00 +0700

This documentary research aimed to study motifs in eighteen legends of Goddess Mu-liu-jia (Hua Po Goddess) of the Zhuang Tribe. Research findings are reported as a descriptive analysis. There are three major motifs. 1) For the motif of character, Goddess Mu-liu-jia is the female ancestor of Zhuang people, who creates the world; establishes rules and laws; prescribes births; and protects, blesses and assists the Zhuang. 2) For the motif of object, namely flowers and rock are symbols of the beginning and the end of life. 3) For the motif of event, there are creation of the world, births, blessing, and person assistance. From the aspect of cultural study of motifs, Goddess Mu-liu-jia is the original belief of the Zhuang tribe, while beliefs of flowers and rock connote the birth and death of life. At present, the status, duties, and power of Goddess Mu-liu-jia are regressed, according to social changes of the Zhuang, which is turning from matriarchal to patriarchal.

Public Participation in Hazardous Waste Management in the Community

Partsakorn Jaikarn, Theppasak Boonyarataphan — Wed, 13 Nov 2024 00:00:00 +0700

Effective management of hazardous waste is crucial due to its wide-ranging impact on the environment and public health within communities. Therefore, the communities must have strategies to handle and manage hazardous waste effectively. It is essential to have knowledge and understanding of efficient hazardous waste management, carried out through five steps: 1. addressing waste accumulation issues at the source by reducing and segregating waste from various origins such as households, businesses, schools, and residential communities; 2. formulating policies from the government sector to support organizations or various units for easier management, enabling the creation of master plans, implemented both in policy and practice; 3. establishing a participatory network of community involvement and integration from all sectors; 4. implementing standardized waste disposal and destruction systems; and 5. amending various laws to align with Thailand's new context. Therefore, the successful hazardous waste management requires clear government policies and social sector integration, and networking to collectively promote awareness and understanding. This collaboration between the public and private sectors addresses issues and drives public policy development in managing flexible and New Public Governance-aligned hazardous waste management policies. Simultaneously, it fosters sustainable community habits under the stewardship of a quality society.