Journal of Humanities, Social Sciences, and Arts

IMPROVING THE DEVELOPMENT OF MANAGEMENT IN THE CULTURAL COUNCIL OF KAMPHAENG PHET PROVINCE

Itthirit Khawlaor — 2026-02-09

This study aims to examine 1) the management conditions, 2) the challenges encountered in its administration, and 3) development guidelines for the management of the Kamphaeng Phet Provincial Cultural Council. This study adopted a qualitative research design. Data were collected through structured in-depth interviews with 30 members of the Kamphaeng Phet Provincial Cultural Council and 5 cultural experts. The collected data were analyzed using content analysis in accordance with the research objectives.

The finding revealed that the management of the Kamphaeng Phet Provincial Cultural Council faced several challenges, including a lack of national-level recognition, limited dissemination of information, and insufficient support from relevant agencies—particularly in terms of budget, equipment, and modern technology. Additionally, issues related to personnel management and a lack of systematic internal collaboration were identified. To achieve sustainable development, key development strategies were identified including enhancing public understanding of the Council’s role, utilizing modern technology for effective public communication, strengthening collaboration across all sectors, developing and adding value to cultural resources, and engaging younger generations in cultural initiatives. The implementation of these strategies is expected to improve operational efficiency and contribute to achieving national-level recognition in the future.

ENHANCING MORALITY AND TRANSPARENCY IN LOCAL ADMINISTRATIVE ORGANIZATION MANAGEMENT: A CASE STUDY OF NAKHA SUBDISTRICT ADMINISTRATIVE ORGANIZATION, MUEANG UDON THANI DISTRICT, UDON THANI PROVINCE

Israburut Hathee — 2026-02-09

This research aimed to examine 1) the situation of promoting morality and transparency in administration and 2) personnel’s opinions on factors affecting morality and transparency in administration, in the case of Na Kha Subdistrict Administrative Organization, Mueang Udon Thani District, Udon Thani Province. A mixed-method approach was employed, combining both quantitative and qualitative methods. Data were collected through document analysus, questionnaires, in-depth interviews with key informants, and observation.

The findings indicated that the situation of promoting morality and transparency within the administration of Na Kha Subdistrict Administrative Organization, Mueang Udon Thani District, Udon Thani Province could be categorized into key dimensions, as follows: 1) in terms of leadership, administrators adhere to the ethical principles of morality and transparency by driving the No Gift Policy, providing channels for public opinions, promoting an open and accountable organizational culture, conducting ethics training, and maintaining regular communication with the public. This contributed to a high ITA score of 95-84 in the 2024 ITA assessment. 2) In terms of motivation, ethics training and reward systems were used to encourage personnel, alongside performance evaluations linked to salary increases, and promote cooperation and positive competition to create a good working atmosphere. 3) In terms of communication and interaction, the organization developed internal and external communication networks, clearly separated target groups, and regularly reviewed content to ensure communication effectiveness, transparency and accessibility 4) In terms of goal setting and work control, performance evaluations were conducted twice a year, supported by an MOU system between supervisors and subordinates, along with project monitoring committee, with standardized performance indicators. 5) In terms of work standards and training, policies and budget support were in place, focusing on developing personnel with strong ethical awareness, legal knowledge, and practical skills with annual performance indicators established. The analysis of opinions on factors affecting ethics and transparency in management revealed that overall perceptions were at a high level. Motivation and work standards were ranked highest, followed by communication and interaction, while leadership was ranked lowest. It is recommended that agencies should increase shared channels for information access, as existing channels are divided across different departments, highlighting the need for a unified platform where information can be accessed centrally.

UTILIZATON OF LOCAL REEDS TO DEVELOP PATTERNS AND PRODUCTS TO INCREASE THE VALUE OF LOCAL MATERRIALS STUDY AREA: KHOK PRONG COMMUNITY, WICHIAN BURI DISTRICT, PHETCHABUN PROVINCE

Arnut Siripithakul — 2026-03-16

Utilizing local sedge to develop patterns and products to enhance the value of local materials in Khok Prong Subdistrict, Wichian Buri District, Phetchabun Province. Khok Prong possesses an important local resource, the “sedge,” which has distinctive characteristics. Local residents have excellent skills in sedge fiber weaving. However, the development of patterns and products remains limited. This research aims to 1) study the utilization of local resources and the identity of the Khok Prong community; 2) design patterns and products from Khok Prong’s local woven sedge; and 3) evaluate satisfaction with the patterns and products from the developed woven sedge. This research employed a mixed-methods approach. The qualitative study focused on local identity, pattern design, and product development from sedge, along with the application of other materials. The quantitative study assessed the satisfaction of the sample group in four areas: 1) community identity reflection, 2) pattern design, 3) product development, and 4) marketing and value. The results revealed that overall satisfaction was at a high to very high level. The mean and standard deviation were as follows: community identity (=4.64, S.D.=0.65), pattern design (=4.53, S.D.=0.56), marketing and value (=4.54, S.D.=0.57) were at the “very good” level, and product development (= 4.36, S.D.=0.21) was at the “very good” level. The results of the One-Sample t-test confirmed that the satisfaction was significantly higher than the benchmark at the .05 level, reflecting that the developed reed patterns and products met the needs of the target group beyond the established standards at a good level.

DECENTRALIZATION AND REGULATORY CONSIDERATIONS IN THE NAGA FLAG FESTIVAL: CHALLENGES AND DEVELOPMENTAL APPROACHES

Pakornsak Mongkonkeha — 2026-03-17

The objectives of this research were to examine the problems and regulatory considerations involved in organizing the Naga Flag Festival and to propose development guidelines. This qualitative study employed purposive sampling. The research was conducted in a study site in Bueng Kan Province with 20 key informants comprising 10 local government personnel, 1 event organizer, 1 entrepreneur, 3 community leaders, 3 local residents, and 2 festival participants. Data were collected through focus group discussions using a structured interview guide, analyzed by content analysis, and presented in descriptive narrative form. The findings revealed that regulations related to organizing the Naga Flag Festival had significant impacts across several dimensions, with three main issues identified: 1) regulations that did not align with the community’s cultural context, such as requirements regarding the use of sacred sites and event permits; 2) rigid law enforcement leading to delays and uncertainties; and 3) limited community participation due to government laws and policies, resulting in conflicts between local authorities and stakeholders. The proposed development guidelines are as follows: 1) revise regulations to be more flexible and consistent with the local cultural context; 2) promote understanding and collaboration among agencies through meetings and community consultations; and 3) enhance community participation at all stages of festival organization, including opportunities for citizens to propose improvements to relevant regulations and measures.

MOBILIZING SOCIAL SAFETY NETS TOWARDS INTEGRATED WELFARE: A CASE STUDY OF PATTANI PROVINCE

Jirachaya Jeawkok — 2026-03-17

This research aimed to examine the mobilizing social safety network toward inclusive welfare in Pattani Province, employing a participatory action research approach within a research and development framework, alongside a mixed-methods design. The research instruments consisted of 1) a poverty household survey, 2) a CIPPEST model evaluation form, 3) semi-structured interviews, and 4) focus group discussion guides. The study involved 250 TPMAP-registered poor households and 38 purposively selected stakeholders involved in welfare mobilization. Quantitative data were analyzed using frequency, percentage, and mean, while qualitative data were analyzed through content analysis.

The findings revealed that 1) the social safety net system is shaped by local socio-cultural contexts, encompassing social services, social welfare, social security, and assistance from both private and community sectors. However, significant gaps in access were observed, with only 12.4% of informal workers covered by social security, and 23% of poor households remained incorrectly registered. Marked urban-rural disparities were also evident in education and health services. 2) Welfare provision in Pattani is characterized by diverse sources including state, communities, and religious organizations. Although the state welfare card scheme reached 78.5% of eligible households, over 60% of recipients reported that the support for basic was insufficient living. Community and religious-based welfare systems remained robust, with the Tokeh mutual assistance system active in 73% of communities and 92% of mosques organizing annual assistant programs. 3) Efforts to integrate policies across agencies were evident, however public participation remained limited and resource distribution unequal. The pilot application of the "Pei Ta Nian Model" improved service accessibility and beneficiary satisfaction, indicating its potential for building a sustainable social welfare system in the Southern border context.

DEVELOPMENT OF THE STAD COOPERATIVE LEARNING AND SIMULATION TECHNIQUE SUPPLEMENTED WITH POLYA PROBLEM SOLVING ON MONEY AND INCOME AND EXPENSE ACCOUNT ON MATHEMATICAL PROBLEM SOLVING AND ACHIEVEMENT OF PRATHOMSUKSA 3 STUDENTS

Nattapong Kunhakoon — 2026-03-17

The purposes of this research were 1) to develop of the STAD cooperative learning and simulation technique supplemented by POLYA’s problem-solving process on the topics of money and income and expense records for Prathomsuksa 3 students; 2) to examine students’ mathematics problem-solving ability and 3) to study and compare the students' mathematics achievement before and after the intervention. The target group consisted of 20 Prathomsuksa 3 students at Anuban Nongsang SAO School, Wapiprathum District, Mahasarakham Province, who were studying Mathematics in the second semester of the academic year 2024. The research instruments included 12 lesson plans on mathematics learning activities focusing on money and income-expense records; behavioral observation forms for both teacher and research assistant. The interview questions were also operated by teacher and assistant teacher at the end of the process. The tests were used at the end of the practice cycle as the students' practice reflection, and the test was measured students' mathematics problem-solving ability and students' mathematics achievement. This research was conducted as action research. After completing all operational cycles, and a post-test was administrated. The results were shown as follows: 1) the development of STAD cooperative learning and simulation technique, supplemented by POLYA’s problem-solving process on the topics of money and income and expense records across 3 operational cycles provided issues for developing learning management. It can be concluded that the structured steps and learning activities were appropriate for students and enhanced their ability to solve mathematical problems. There were 6 important steps: Step 1, preparation step, Step 2, presentation of new content, Step 3, group formation, Step 4, role assignment and role performance, Step 5, discussion of results; and Step 6, evaluation. 2) Students demonstrated improved mathematical problems-solving ability after participating in the STAD cooperative learning and simulation technique, supplemented by POLYA’s problem-solving process. The mean post-test score was 27.05 or 90.17 percent. Students achieved a score of not less than 75 percent. 3) Students' ability on mathematics achievement after being taught by mathematics learning activities of the STAD cooperative learning and simulation technique, supplemented by POLYA’s problem-solving improved from 14.90 or 49.67% to 28.25 or 94.17% respectively. Students achieved a score of not less than 75%, and the post-test scores were higher than the pre-test scores.

ENHANCING THE HAPPY WORKPLACE ENVIRONMENT IN SCHOOLS UNDER THE THAWARAWADI EDUCATIONAL NETWORK OF THE SUPHANBURI SECONDARY EDUCATIONAL SERVICE AREA OFFICE

Watcharapol Petcharee — 2026-03-17

The objectives of this research were to 1) examine the needs for a Happy Workplace, and 2) examine guidelines for enhancing a Happy Workplace in schools under the Thawarawadi Educational Network, Suphanburi Secondary Educational Service Area Office. The sample consisted of 214 school administrators and government teachers selected through simple random sampling by lottery. In addition, seven key informants were selected through purposive sampling The research instruments included a five-point rating scale questionnaire, with reliability coefficients of 0.97 for the actual state and 0.98 for the expected state, as well as a structured interview form. Data were analyzed using percentage, mean, standard deviation, the Priority Needs Index (PNI Modified), and content analysis. The findings revealed that 1) the top three needs for a Happy Workplace in schools under the Thawarawadi Educational Network, Suphanburi Secondary Educational Service Area Office were Happy Body, Happy Relax, and Happy Money; and 2) the guidelines for enhancing the Happy Workplace, based on a five-step operational framework, consisted of 2.1) policy formulation and trust building by school administrators; 2.2) happiness-oriented action planning and participatory management based on empirical data; 2.3) personnel management, work systems, and supportive measures to promote workplace happiness; 2.4) monitoring and evaluation to enhance the quality of a Happy Workplace; and 2.5) lesson-learned synthesis and network development to ensure the sustainability of a Happy Workplace.

DEVELOPMENT OF MATHEMATICS LEARNING ACTIVITIES ON RATIO AND PERCENTAGE BASE ON PROBLEM-BASED LEARNING APPROACH SUPPLEMENTED WITH KWDL TECHNIQUE ON ACHIEVEMENT AND MATHEMATICAL PROBLEM SOLVING OF PRATHOMSUKSA 6 STUDENTS

Chawisa Bunpha — 2026-03-17

The purposes of this research were to 1) develop learning activities on ratio and percentage using problem-based learning approach supplemented with KWDL technique of Prathomsuksa 6 students, 2) study and compare the students' mathematical achievement before and after being taught by learning activities through problem-based learning approach supplemented by KWDL technique, and 3) examine mathematics problem-solving ability of Prathomsuksa 6 students by learning activities using problem-based learning approach supplemented by KWDL technique. The target groups consisted of Prathomsuksa 6 students. The research instruments were divided into 3 parts: 1) 12 lesson plans on ratio and percentage, 2) students' behavior observation forms used by the teacher and research assistant, as well as thr interview questions administrated by the teacher and research assistant at the end of the practice cycle as the students' practice reflection, and 3) test measuring students' mathematics problem-solving ability and students' mathematics achievement. This research was divided into 3 action cycles, organizing learning activities according to learning management plans 1 – 4, 5 - 8, 9 -12. The results of this study were shown as follows: 1) the developed learning activities on ratio and percentage using the problem-based learning approach supplemented with KWDL technique enhanced students’ mathematical problem-solving ability and learning achievement 2) the students' ability on mathematics achievement after being taught by mathematics learning activities on ratio and percentage using problem-based learning approach supplemented by KWDL technique were 11.86 (39.53%) and 24.14 (87.13%) respectively. Students achieved an average post-test score of not less than 75%, and the average score after learning was higher than before learning, and 3) students demonstrated ability on mathematics problems solving after being taught by mathematics learning activities on ratio and percentage using problem-based learning approach supplemented by KWDL technique. The mean score after learning was 27.79 (92.63%), with all students achieving scores of less than 75%.

STRATEGIES FOR ENHANCING DIGITAL GOVERNMENT PLATFORM BASED ON THE SMART CITY CONCEPT FOR SUBDISTRICT ADMINISTRATIVE ORGANIZATIONS IN CHIANG RAI PROVINCE

Bencharat Phakhphoomcharoensuk — 2026-03-24

This research aims to 1) study the organizational environment of Subdistrict Administrative Organizations in Chiang Rai Province for implementing the Digital Government Platform 2) assess the consistency of the draft Strategies for enhancing the Digital Government Platform based on the Smart City concept for Subdistrict Administrative Organizations in Chiang Rai Province and 3) evaluate the appropriateness of the Strategies for enhancing the Digital Government Platform based on the Smart City concept for Subdistrict Administrative Organizations in Chiang Rai Province. This research employed a mixed-methods design, collecting data from local administrative organizations in Chiang Rai Province. Data were collected using questionnaires from 70 Subdistrict Administrative Organizations in Chiang Rai Province, targeting agency executives, relevant agency personnel, and agency administrators. Quantitative data were analyzed using mean and standard deviation. In addition, the consistency of the draft strategies was assessed using evaluation forms completed by executives of 6 local government organizations in Chiang Rai Province. Qualitative data were collected from organizations, implementing the Digital Government Platform and were analyzed using content analysis, descriptive statistics, SWOT analysis and TOWS matrix. The appropriateness of the strategies was evaluated using assessment forms complete by executives from 6 local government organizations and 3 strategy experts.

The study results found that 1) the assessment of the environment of local government organizations in Chiang Rai Province for adopting the Digital Government Platform was at a high level overall 2) the draft strategies for enhancing Digital Government Platform based on the Smart City concept for Subdistrict Administrative Organizations in Chiang Rai Province, consisted of 1 strategy, 4 main strategies, 16 sub-strategies. The results of the evaluation of the overall consistency of the draft strategy rated at a very appropriate level and 3) The results of the assessment of the suitability of the strategies for enhancing Digital Government Platform based on the Smart City concept for Subdistrict Administrative Organizations in Chiang Rai Province was rate at the highest level overall.

A COMPARISON OF LEARNING ACHIEVEMENT BEFORE AND AFTER STUDYING THAI LANGUAGE ON FIGURATIVE LANGUAGE USING THE COOPERATIVE LEARNING PROCESS (GROUP INVESTIGATION: G.I.) COMBINED WITH CONCEPT MAPS FOR MATTHAYOMSUKSA 3 STUDENTS AT THUNGFON WITTAYAKARN SCHOOL, UDON THANI PROVINCE

Rujila Posawang — 2026-03-25

This study aimed to 1) compare students’ learning achievement before and after studying Thai language on the topic of figurative language, and 2) examine students’ satisfaction with the cooperative learning process using the Group Investigation (Group Investigation: G.I.) approach integrated with concept mapping. The participants were 38 Mathayomsuksa 3/1 students from Thungfon Witthayakhan School, Udon Thani Province, selected through cluster random sampling. The research instruments included: 1) five lesson plans on figurative language, 2) a 20-item multiple-choice achievement test, and 3) a student satisfaction questionnaire. Data were analyzed using mean, percentage, standard deviation, and dependent t-test. The results revealed that: (1) students’ post-test scores (=16.71) were significantly higher than their pre-test scores (=8.79), with a mean difference of 7.92 at the 0.5 level of statistical significance; and (2) students reported a high level of satisfaction with the cooperative learning process using the G.I. approach integrated with concept mapping, with an overall mean score of 4.09. These findings suggest that the integration of the G.I. model and concept mapping can effectively enhance students’ learning achievement and engagement in Thai language instruction.

THE EFFECT OF PARASOCIAL INTERACTION, FLOW, AND SOCIAL IDENTITY IN CROSS-BORDER E-COMMERCE VALUE CO-CREATION

Gengjin Xi — 2026-04-21

This study investigates the relationships among parasocial interaction, user-generated content, flow experience, social identity, and value co-creation behavior in cross-border livestream shopping. A structured questionnaire was distributed to Chinese consumers who have used Thai e-commerce platforms, and 509 valid responses were analyzed using reliability tests, exploratory factor analysis, and structural equation modeling. The measurement instruments demonstrated strong reliability and validity. The structural model exhibited acceptable fit (χ²/df = 2.441, RMSEA = 0.054, CFI = 0.937, TLI = 0.930). Difference analyses revealed that gender significantly influenced parasocial interaction (t = 2.832, p < 0.01) and user-generated content (t = 2.355, p < 0.05), while monthly income and cross-border shopping experience produced variations in flow experience, social identity, and value co-creation behavior. Structural modeling showed that parasocial interaction positively predicted flow experience (β = 0.358, p < 0.001), which in turn strongly influenced social identity (β = 0.412, p < 0.001). Both user-generated content (β = 0.224, p < 0.01) and social identity (β = 0.237, p < 0.001) significantly contributed to value co-creation behavior. Flow experience also had a significant direct effect on value co-creation behavior (β = 0.252, p < 0.001). The findings highlight the psychological mechanisms through which Chinese consumers form engagement and co-create value on cross-cultural digital platforms.

A NEEDS ASSESSMENT TOWARD PHYSICAL EDUCATION LEARNING MANAGEMENT IN MULTICULTURAL SOCIETY FOR PRIMARY SCHOOL TEACHERS, YALA PROVINCE

Somsak Chanlap — 2026-04-21

This research aimed to analyze the needs for physical education (PE) learning management in a multicultural society among primary school teachers in Yala Province. This research employed a mixed-methods approach using a sequential survey design. The sample consisted of 165 primary school teachers responsible for physical education or health and physical education activities in Yala Province, along with ten key informants who participated in in-depth interviews. The research instruments included a questionnaire and a semi-structured interview form. Quantitative data were analyzed using mean, standard deviation, and the Modified Priority Needs Index (PNI_Modified), while qualitative data were analyzed through analytic induction. The findings revealed that the current state (I) was at a moderate level (2.99–3.434), whereas the desired state (D) was at a high level (4.305–4.826), indicating a significant developmental gap. The highest PNI_Modified value was found in learning activity management (0.519), followed by instructional planning (0.505) and instructional media utilization (0.494), while content had the lowest priority (0.310). These findings indicated that teachers prioritized improvements in instructional processes over content revision. Qualitative findings further demonstrated that PE teachers in Yala Province possessed strong awareness and understanding of cultural diversity and recognized the importance of participatory learning approaches to enhance students’ well-being. Teachers expressed a need to further develop their competencies in cultural knowledge, inclusive teaching skills, and technology integration. The qualitative and quantitative findings were highly consistent in terms of key issues and priority levels, emphasizing the necessity of systematic professional development to support culturally responsive and participatory PE learning management.

PHONETIC CHALLENGES IN READING TONELESS PINYIN CHINESE NAMES AMONG THAI LEARNERS WITHIN THE AVIATION PROFESSIONAL CONTEXT

Piyaphong Maliwan — 2026-04-21

This academic article aims to analyze the challenges faced by Thai learners of Chinese in the aviation professional context when reading Chinese names written in toneless Pinyin, thereby impacting the accuracy of professional communication. Drawing on phonetic frameworks and Interlanguage Theory, this analysis demonstrates how the absence of tone marks compels learners to undergo a phonological reinterpretation process. The findings reveal that obstacles in phonetic interpretation primarily stem from negative transfer from both Thai and English. Notably, the influence of English significantly affects the pronunciation of both consonants and vowels; since Pinyin utilizes the Roman alphabet, learners tend to interpret sounds based on familiar English phonological systems. In addition, learners employ various coping strategies to compensate for missing tonal information, including guessing pronunciation based on orthographic form, drawing analogies with familiar vocabulary, transferring knowledge from other languages, and selecting sounds that are easier to articulate.

Consequently, this article proposes pedagogical guidelines for Chinese for Professional Purposes. These recommendations emphasize fostering awareness of the distinctions between the Pinyin system and other Romanization systems to enhance phonetic precision and professionalism in the aviation industry.