Journal of Humanities and Social Sciences Prince of Songkla University

TOBACCO INDUSTRY AND ECONOMIC MOTIVATED IN PHRAE PROVINCE (1938 – 1966)

Sornthana Wangsan, Chatichai Muksong — Wed, 09 Apr 2025 00:00:00 +0700

The research article titled "Tobacco Industry and Economic Motivation in Phrae Province, 1938 – 1966" aims to study the operations of the tobacco industry in Phrae Province, a significant factor driving the local economy during the specified period. The findings reveal that the tobacco industry began in the 1940s, with the government aiming to make tobacco a source of revenue. To achieve this, the Tobacco Act was enacted in 1938, and farmers were encouraged to cultivate Virginia tobacco. By the 1950s, both investors and farmers had entered the tobacco industry extensively, with capitalists acting as independent tobacco leaf curers and farmers as plantation workers. Tobacco became a vital economic crop, generating employment and income for the people of Phrae. Additionally, there were adjustments made by both investors and farmers to enhance capital accumulation opportunities. Investors adapted through three main strategies: 1) buying and selling tobacco curing stations, 2) exporting tobacco leaves abroad, and 3) expanding into other tobacco-related businesses. Meanwhile, tobacco farmers adjusted by participating in a self-curing farmer system in 1966. This system enabled farmers to become small-scale capitalists, managing both the cultivation and curing processes on their farms.

QUESTIONING STRATEGIES BY KONGKAPAN SANGSURIYA IN BIG STORY PROGRAM

Jittraphorn Kajonjit, Orathai Sutthi — Fri, 27 Jun 2025 00:00:00 +0700

The objective of this article is to study the questioning strategies of Kongkapan Sangsuriya in the Big Story program. The study is based on video clips of interviews with Kongkapan Sangsuriya from the 'Nhoom-Kongkapan official' YouTube channel. The study identified two main questioning strategies used by Kongkapan Sangsuriya in the Big Story program: Direct Questioning and Supplementary Questioning. Direct Questioning includes ten sub-strategies, listed in descending order of frequency: using short-questions, guiding toward a certain answer, asking information-checking questions, repeating questions, stating counter-evidence, requesting questions, using hypothetical questions, restating questions, using follow-up questions, asking provocative questions. Supplementary Questioning includes five sub-strategies, listed in descending order of frequency: reinforcing answers, reiterating answers, praising the interviewee, teasing, and interrupting the conversation.

A STUDY OF FACTORS AFFECTING THE QUANTITY AND PRODUCTION EFFICIENCY OF SALAK OF FARMER’S HOUSEHOLDS IN PA BON DISTRICT, PHATTHALUNG PROVINCE

Siriluk Musikasong, Sutham Khanabsak — Thu, 26 Jun 2025 00:00:00 +0700

This research aims to analyse the costs and returns of salak (snake fruit) production and to examine the factors affecting production quantity, as well as the production efficiency of farmers in Pa Bon District, Phatthalung Province. Data were collected through systematic random sampling from 169 households cultivating at least 1 rai of salak. The study found that the total production cost of salak amounted to 68,529.30 THB per rai, comprising variable costs of 41,481.17 THB per rai and fixed costs of 27,048.13 THB per rai. Cash costs were recorded at 41,332.30 THB per rai, while non-cash costs were 27,197.00 THB per rai. Farmers earned total revenue of 140,790.82 THB per rai, resulting in a profit of 72,261.52 THB per rai.

Additionally, the analysis of factors influencing salak production using the Cobb-Douglas production function model indicated that the farm-gate price of salak and the productive land area significantly influenced production quantity at significance levels of 0.10 and 0.01, respectively. The findings suggest that farmers are operating in a stage of increasing returns to scale. To echieve economic efficiency in salak production, salak cultivation area should be expanded to 9.25 rai per household.

FACTORS AFFECTING TOURISM FOLLOWING THE DRAMA LOVE DESTINY IN AYUTTHAYA HISTORICAL PARK

Pongpipat Sanedee — Fri, 27 Jun 2025 00:00:00 +0700

This research aims to examine and compare the factors influencing tourism at Ayutthaya Historical Park following the popularity of the drama 'Love Destiny'. The sample group consisted of 400 Thai tourists visiting Ayutthaya Historical Park, Ayutthaya province. A questionnaire was employed as the research instrument, and its content validity was tested by three experts. The reliability of the instrument was tested, yielding a score of 0.94. Data analysis was conducted using both descriptive and inferential statistics, including percentages, means, standard deviations, t-tests, and f-tests or One-way ANOVA. The study found that:

Overall, the factors influencing tourism were rated at the highest level. When considering each aspect individually, the "Activities" factor had the highest mean score ( = 4.30), followed by "Attractions" ( = 4.22), "Facilities" ( = 4.22), "Accommodation" ( = 4.21), and "Accessibility" ( = 4.21), respectively.
A comparison of factors based on tourist demographics revealed that tourists of different age groups showed statistically significant differences in their perceptions of attractions, accessibility, and accommodation. Additionally, tourists with varying travel purposes, travel group sizes, travel durations, and travel experiences exhibited statistically significant differences in their assessments of facilities, accessibility, activities, and accommodation, at the 0.05 level of significance.

Therefore, relevant agencies should continuously promote and support tourism-related activities in the area. They should also focus on developing tourist attractions, improving access routes, enhancing local facilities, and upgrading accommodation around the historical park.

HISTORY STUDENTS AND OPPORTUNITIES IN THE ARCHIVAL PROFESSION: SPECIALIZED LEARNING FOR CAREER READINESS

Pamaree Surakiat , Weerapong Yodboonreaung — Fri, 02 May 2025 00:00:00 +0700

This research article aims to 1) analyze the potential of history students in pursuing archival careers in Thailand and 2) propose curriculum improvements to align with labor market demands. A qualitative research approach was employed, collecting data through document analysis, job market studies, internship supervision, and focus group discussions with key stakeholders in the archival field. The findings indicate that historical knowledge serves as a fundamental basis for archival work, and the Thai job market welcomes history graduates for archivist positions. However, undergraduate history programs currently lack courses specifically designed to develop archival competencies. In contrast, undergraduate archival programs abroad integrate historical knowledge, records management, and digital technology. This study, therefore, recommends incorporating archival studies courses into history curricula, emphasizing integration of interdisciplinary knowledge and providing practical training in real-world environments to better prepare graduates for the labor market.

DEVELOPING COMMUNICATIVE LANGUAGE TEACHING (CLT) INSTRUCTIONAL MODEL FOR TEACHING ENGLISH IN THAILAND

Sumit Choephatruedi, Sasima Charubusp — Fri, 27 Jun 2025 00:00:00 +0700

While the Communicative Language Teaching (CLT) approach has been integrated into the Thai curriculum for several years, educators remain uncertain about its practical efficacy. This study contends that, given the swift evolution of English's roles in non-native-speaking countries, where English serves as a crucial tool for communication, and the intense competition within the ASEAN marketplace, it becomes imperative for Thai students to enhance their communication skills in the contemporary landscape. The primary objective of this study is to advocate for a novel instructional model for Communicative Language Teaching (CLT). Emphasizing communicative feedback, competence, and engaging teaching activities, the study underscores the collaborative roles of teachers and students in fostering effective communicative language teaching within Thai classroom settings. The exploration begins by elucidating the significance of CLT in the core curriculum and addressing the state of English language education in international contexts. Subsequently, the study delves into a comprehensive review and analysis of key theoretical frameworks established by earlier scholars, aiming to spotlight the requirements, challenges, and potential benefits of integrating CLT. Finally, the study proposes a new CLT model that exhibits promising advantages for adoption by Thai students and teachers. It asserts that this model can be adapted to meet the diverse needs of educators and learners in various English teaching-learning environments and foster improved language proficiency and better preparation for real-world communication in ASEAN and global contexts.

SHWEDAGON PAGODA: CHANGES AND STATUS OF BUDDHIST PLACES UNDER THE COLONIAL CONTEXT BETWEEN THE 1890s AND THE 1930s

Chaiwat Pasuna — Fri, 27 Jun 2025 00:00:00 +0700

This article examines transformations and status of Buddhist sites in the context of colonial society focusing on the Shwedagon Pagoda during the period of 1890-1920. The objectives of this study are: 1) to explore the significance and legends surrounding the Shwedagon Pagoda, 2) to analyze the recognition and roles of the pagoda as both a place of worship for Buddhists and a site of visitation and recreation, and 3) to investigate the lifestyle of the people living around the Shwedagon Pagoda. The framework of the article is centered on colonialism and social dynamics. The research was conducted using both colonial primary and secondary sources along with historical methods. The findings reveal that under colonial influence, the Shwedagon Pagoda's meaning and definition were expanded. The area was reserved for Buddhist merit making activities, but under colonial rule, it also assumed new roles as an educational and recreational space for European travelers. This study provides an understanding of the transformation of colonial Burmese society and the lifestyle adaptations of the Burmese people, influenced by the economic developments at the Yangon colonial seaport

PREVENTION OF OBESITY THROUGH BUDDHIST PRINCIPLES

Natthakit Anuruktrakoon, Titinan Anuruktrakoon — Fri, 27 Jun 2025 00:00:00 +0700

This qualitative study aims to explore the prevention of obesity in Buddhism. The target group is monks at a high risk of obesity. Obesity is a chronic health problem that affects quality of life. It is caused by the accumulation of excess fat in the body, often resulting from inappropriate dietary habits, such as excessive intake of fatty and sugary foods and a lack of exercise. Buddhism teaches people to be mindful of their food intake. By focusing on health and diet to sustain life, Buddhist principles like Bhojana Mattaññutā can be applied to daily life. This can help monks become healthier and reduce the risk of chronic non-communicable diseases. It also promotes Buddhist values through appropriate diet, strategic eating, wise choices, and exercise.