Journal of Humanities and Social Sciences Prince of Songkla University

COMPANION ANIMALS AND CULTURAL PERCEPTIONS: A COMPARATIVE STUDY OF ITALY AND THAILAND

2025-05-08T08:01:14+07:00

In recent years, pets or companion animals in households have become increasingly common. Many people view animals as best friends, pseudo-siblings, or even pseudo-children. The emotional bond between humans and their pets is evident from tabby cats playing with children in gardens to dogs assisting individuals with vision impairments.Despite the growing significance of these relationships, there is a notable gap in the international literature regarding how cultural and religious frameworks shape human-pet interactions, mainly through cross-national comparisons. This paper examines the distinct ways Italy and Thailand engage with companion animals. In Italy, there is a strong societal commitment to humanely treating pets, viewing them as cherished family members. On the other hand, in Thailand, the trend of pet parenting, where pets are regarded as family members, has been gaining increasing popularity, particularly among younger generations who choose to raise pets instead of having children. Additionally, the practice of holding Buddhist funeral ceremonies for pets, conducted with great attention to detail and rituals resembling those of human funerals, reflects the belief that pets should be treated with compassion and allowed a better rebirth in the next life. This phenomenon not only signifies shifts in societal values and cultural transformations but also underscores the influence of Buddhist teachings within Thai culture. Although Italy and Thailand are vastly different, they both demonstrate care, incorporating companion animals into everyday places, spaces, and times.

THE CONSTRUCTION OF THE HERO IN THE MOVIE PERCY JACKSON & THE OLYMPIANS: THE LIGHTNING THIEF BY RICK RIORDAN

2025-05-13T09:09:34+07:00

This article aims to study the construction of the hero as depicted in the film Percy Jackson & the Olympians: The Lightning Thief by Rick Riordan, using Stuart Hall's concept of construction and Roland Barthes' semiotic theory. The study employs a descriptive-analytical method to present the findings. The results show that the hero's construction in Percy Jackson & the Olympians: The Lightning Thief consists of four main aspects: 1) the construction of the hero through family relationships, 2) the construction of the hero through relationships with the hero's helpers, 3) the construction of the hero through personality traits, and 4) the construction of the hero through weapons and magical items. The construction of the hero is likened to the creation of an ordinary human being, who needs the support of the family institution and close friends to overcome various obstacles-challenges that are part of the human journey and serve as bridges to future success. A true hero is composed of several symbols. Water is a symbol of a hero's strength, protecting the weaker. A sword is a symbol of a hero's calmness and composure. A shield is a symbol of a hero's knowledge, intelligence, and wit. Shoes are a symbol of a hero's agility and readiness for any situation.

ENHANCING HOMESTAY ENTREPRENEURS TOWARD THAI HOMESTAY STANDARDS: A CASE STUDY OF KOH RAET, SURAT THANI PROVINCE

2025-07-30T10:29:34+07:00

This research aims to upgrade homestay operators on Koh Raet, Surat Thani Province, to meet Thai Homestay Standards through Participatory Action Research (PAR) and the application of the Business Model Canvas. The study area is Koh Raet, Don Sak District, Surat Thani Province, a fishing community predominantly inhabited by Thai-Chinese residents with distinctive cultural heritage and beautiful marine tourism resources. Data were collected through focus group discussions and surveys. The research findings reveal that the upgrading process enabled operators to develop guidelines for preparing to obtain Thai Homestay Standard certification, enhance service quality according to the standards, and increase tourist satisfaction. The application of business tools helped operators gain a comprehensive understanding of their business operations and effectively plan strategic initiatives.

THE STUDY OF TRANSLATION STRATEGIES FROM THAI TO CHINESE FOR TOURIST SITE NAMES IN PHUKET, KRABI, AND PHANG NGA PROVINCES

2025-07-17T15:18:00+07:00

This research aims to study the translation strategies for tourist site names in Phuket, Krabi, and Phang Nga provinces from Thai to Chinese. The sample group consists of 79 tourist attraction names translated from Thai into Chinese in the three provinces, collected from tourism websites. The data were analyzed by categorizing the translation strategies into four types: (1) transliteration, (2) semantic translation, (3) mixed translation, and (4) translation based on popularity. The findings reveal that the most commonly used strategy is mixed translation, as it can enhance the conceptual understanding of the tourist attractions by combining methods when a single strategy alone is insufficient, while also conveying a complete meaning. This is followed by transliteration, semantic translation, and translation based on popularity, respectively. The study suggests that the translation of tourist attraction names from Thai into Chinese can be applied using any of the four strategies mentioned, or according to common usage, with the primary aim of ensuring easy comprehension for tourists.

CAUSAL FACTORS AFFECTING SATISFACTION WITH LIFE SKILLS LEARNING AND COGNITIVE COMPETENCY OF EDUCATIONAL PERSONNEL IN PUBLIC UNIVERSITIES PARTICIPATING IN BUDDHIST PILGRIMAGE PROJECTS IN THAILAND, INDIA, AND NEPAL

2025-04-22T16:41:55+07:00

This research aimed to 1) identify the causal factors influencing satisfaction with the pilgrimage experience, 2) explore the extent to which participants developed life skills and cognitive competencies through program engagement, and 3) analyze the predictive impact of identified causal factors on satisfaction, and how satisfaction, in turn, influences the development of life skills and cognitive competencies. This study employed a Mixed Methods research design, integrating both quantitative and qualitative approaches. Research instruments included questionnaires and semi-structured interviews. The sample group comprised 120 educational personnel from public universities across Thailand, selected purposively from a population of 5,449 Participants had officially completed at least one full-cycle Buddhist pilgrimage project (covering Thailand, India, and Nepal) and participated in meditation and Dhamma activities at all three country sites between 2022–2024. Quantitative data from questionnaires were analyzed using descriptive statistics (percentages, means, standard deviations) and inferential statistics (Pearson’s r, Multiple Regression). Qualitative data from semi-structured interviews and focus group discussions were subjected to thematic content analysis and triangulation, utilizing specialized software for analysis. The research findings revealed that 1) causal factors affecting the satisfaction of public higher education personnel participating in Buddhist pilgrimage programs in Thailand, India, and Nepal included the quality of the teachings, the serene and sacred environment of the pilgrimage sites, and personal reflections gained through the experience. 2) Buddhist pilgrimage activities significantly contributed to the development of life skills (emotional regulation, mindfulness, and problem-solving) and cognitive competencies (critical thinking, decision-making, and memory). 3) The causal factors influencing satisfaction had a significant impact on the development of life skills and cognitive competencies, with participants reporting higher satisfaction levels demonstrating greater gains in these skills.

A MODEL FOR CREATING QUALITY OF LIFE FOR INTERGENERATION PEOPLE IN MARGINAL AREAS USING COMMUNITY-BASED

2025-08-06T09:04:45+07:00

This study aimed to study the problems and needs, and to examine a model for enhancing the quality of life of two generations-older adults and youth-in border communities using a community-based approach. A mixed methods design was employed, combining quantitative and qualitative research. The quantitative phase involved 265 elderly participants selected using Krejcie and Morgan’s sampling formula. Data were collected using a structured questionnaire and analyzed using descriptive statistics: percentage, mean, and standard deviation. The qualitative phase included 42 participants and was conducted through focus group discussions and semi-structured interviews. Data were analyzed using content analysis. The findings revealed that the elderly experienced the most significant problems in physical health, followed by issues related to budget constraints and income/welfare. They also expressed strong needs in terms of financial support, family and social relationships, and healthcare services. The study concluded that improving the quality of life for both generations requires a development model that is responsive to local contexts and emphasizes community participation. Key strategies include establishing “intergenerational learning spaces” that enable the elderly to share experiences with younger generations through collaborative activities such as intergenerational centers, community museums, and cultural learning areas. These initiatives not only empower the elderly but also strengthen intergenerational relationships and foster sustainable community development.

THE INVESTMENT DECISION-MAKING IN CRYPTOCURRENCY OF THE WORKING-AGE POPULATION IN THE BANGKOK METROPOLITAN REGION

2025-03-10T15:03:28+07:00

This study aimed to examine the investment behavior and factors influencing cryptocurrency investment decisions among working-age individuals in the Bangkok Metropolitan Region. Data were collected using a questionnaire administered to a sample of 400 participants. The responses were analyzed using descriptive statistics—frequency, percentage, mean, and standard deviation—as well as inferential statistics, including ANOVA (F-test) and multiple regression analysis. The findings revealed that the majority of respondents who chose to invest in cryptocurrency were female, held a bachelor's degree, earned a monthly income exceeding 40,000 baht, were employed in the private sector, had less than one year of investment experience, and made investment decisions independently. Their investment frequency was less than once per week, with a preference for short-term speculation using regular income as the primary source of funds. The key factors influencing investment decisions were economic conditions, knowledge, and other external influences, with knowledge identified as the most significant factor. Hypothesis testing showed that demographic variables—such as gender, education level, income, occupation, and investment experience—did not have a statistically significant impact on cryptocurrency investment decisions. In contrast, environmental factors, including economic conditions, knowledge, and external influences, were found to have a statistically significant effect. Social and political factors, however, did not significantly affect investment decisions at the 0.05 level.

BUILDING A PROFESSIONAL FORCE: THE BRITISH ARMY AFTER THE END OF CONSCRIPTION

2025-07-31T19:49:31+07:00

This study examines the development of military professionalism within the British Army following the abolition of conscription, covering the period from 1960 to 2025, and employs a qualitative historical research methodology. Primary materials analyzed in this research comprise legislative acts such as military service legislation alongside official documents issued by the House of Commons, the Ministry of Defence, the UK Government, and the UK Parliament. Findings indicate that the abolition of compulsory military service resulted from a strategic reassessment of defence resource allocation, which concluded that a large-scale force could no longer efficiently respond to emerging Cold War security challenges compared to the modernization and deployment of advanced military technology. In addition, the evolving global role of the United Kingdom, which increasingly focused on peacekeeping missions, technological advancement, and new forms of security threats, necessitated comprehensive strategic reassessment and adaptation of the British Army’s personnel management. This transformation began with the induction of the last cohort of conscripts in 1960 and their subsequent discharge in 1963, paving the way for a fully volunteer-based military system. This shift compelled the British Army to extensively reform its human resource strategies, particularly emphasizing the recruitment of capable personnel, leadership-focused training, career progression structures, and the enhancement of public communication strategies to foster a professional military ethos. Furthermore, the Army significantly increased benefits and adjusted compensation schemes to attract and sustainably retain high-quality personnel.

THE IMPACT OF THE STUDENT FACTOR ON ARABIC SPEAKING SKILLS FROM THE PERSPECTIVE OF STUDENTS AT PRINCE OF SONGKLA UNIVERSITY, PATTANI CAMPUS

2025-05-20T14:31:08+07:00

The study aims to investigate the impact of the student factor on Arabic speaking skills from the perspective of students at Prince of Songkla University, Pattani Campus. The research is based on behavioral theory, innate theory, and cognitive theory. Both simple random sample and cluster random sample of 274 students from the Faculty of Humanities and Social Sciences and the Faculty of Islamic Sciences at Prince of Songkla University were selected. The researchers employed a descriptive-analytical approach in writing the research, using questionnaires and interviews as tools for data collection. The data was analyzed using SPSS software. The results revealed a generally high level of agreement with negative attitudes toward speaking Arabic, with the highest mean scores recorded for statements such as "I do not need to speak Arabic" (36.1) and "I do not like speaking in Arabic" (34.7). The overall mean agreement level was 3.42, indicating an overall tendency toward agreement with the identified speaking challenges. The researchers recommend further study on the impact of college factors on speaking skills and environmental factors. This research is significant for Arabic teaching as it reveals how learners’ motivation, confidence, and participation directly affect their speaking performance. By identifying these student-related factors, the study helps educators tailor teaching methods to support students’ communicative needs, improve speaking competence, and create a more effective, learner-focused classroom environment for Arabic language acquisition.

Book Review มองคติชนเห็นตัวตนและชาติพันธุ์

2025-07-17T14:24:22+07:00

มองคติชนเห็นตัวตนและชาติพันธุ์ เป็นหนังสือในชุดโครงการเมธีวิจัยอาวุโส สกว. เรื่อง “คติชนสร้างสรรค์: พลวัตและการนำคติชนไปใช้ในสังคมไทยร่วมสมัย (2554-2557)” หนังสือเล่มนี้รวมบทความวิจัย 4 เรื่อง ได้แก่ (1) งานปอยไทยใหญ่: “เวที” แห่งการนำเสนออัตลักษณ์ทางชาติพันธุ์ของชาวไทใหญ่ในจังหวัดเชียงใหม่ โดยศิราพร ณ ถลาง และสุพิน ฤทธิ์เพ็ญ (2) ทานมหาปาง: พิธีกรรมบอกตัวตนของคนไทลื้อพลัดถิ่น หมู่บ้านร่มโพธิ์ทอง ตำบลท่าก๊อ อำเภอแม่สรวย จังหวัดเชียงราย โดยวกุล มิตรพระพันธ์ (3) ประเพณีตั้งธัมม์ของกลุ่มชาติพันธุ์ไทที่วัดผาแตก ตำบลเวียงพางคำ อำเภอแม่สาย จังหวัดเชียงราย โดยจตุพร เพชรบูรณ์ (4) เทศกาลตามประเพณีจีนในย่านเยาวราช: พื้นที่เพื่อการนำเสนออัตลักษณ์เชิงซ้อนทางวัฒนธรรมความเป็นจีนในบริบทการท่องเที่ยว โดยนรุตม์ คุปต์ธนไพโรจน์ และประกอบด้วยบทสังเคราะห์: มองชาติพันธุ์ผ่านคติชน โดยศิราพร ณ ถลาง และส่งท้ายด้วยภาคผนวก เรื่อง “คติชนสร้างสรรค์: พลวัตและการนำคติชนไปใช้ในสังคมไทยร่วมสมัย” หนังสือเล่มนี้เป็นหนังสือที่น่าสนใจและเป็นประโยชน์อย่างยิ่งสำหรับการศึกษาคติชนสร้างสรรค์ อันประกอบไปด้วยบทความที่กล่าวไปข้างต้น ซึ่งเป็นบทความที่เกิดขึ้นจากการเก็บข้อมูลภาคสนามในลักษณะการเข้าไปมีส่วนร่วมและเป็นผู้สังเกตการณ์ ทั้งยังเป็นการสังเกตการณ์ที่มีความต่อเนื่องมากกว่า 1 ครั้ง ต่อ 1 ปี การเก็บข้อมูลลักษณะนี้น่าสนใจเป็นอย่างยิ่งสำหรับการศึกษาคติชนสร้างสรรค์ เนื่องจากสามารถเห็นถึงความคงอยู่ ปรับเปลี่ยน ต่อยอด ผลิตซ้ำ รวมถึงการตีความใหม่ และการสร้างความหมายใหม่ในบริบทสังคมปัจจุบัน ซึ่งเป็นลักษณะสำคัญของการศึกษาคติชนสร้างสรรค์ เนื่องจากสามารถเห็นถึงพลวัตที่เกิดขึ้นกับปรากฏการณ์ทางคติชนและปรากฏการณ์ทางสังคมดังกล่าว