JOURNAL OF HUMANITIES AND SOCIAL SCIENCES SONGKHLA RAJABHAT UNIVERSITY

ONLINE MARKETING STRATEGIES ON THE SUCCESS OF HAND-WOVEN FABBRIC PRODUCTS IN SUKIRIN DISTRICT, NARATHIWAT PROVINCE

2024-09-18T11:31:49+07:00

This research aims to study level of online marketing strategies, success levels, and their impact on hand-woven fabric community products in Sukirin District, Narathiwat Province, using a quantitative methodology. The sample included 159 members of the hand-woven fabric group, with data collected via a questionnaire (Cronbach's alpha = 0.80). Data analysis used mean, standard deviation, and simple regression. Results showed that the online marketing strategies in terms of product, price, channel of distribution, promotion, personnel, and privacy were rated very high. The success level in financial management, customer, organizational processes, Learning and growth were also scored highly, with online marketing strategies having a significant impact on success at the 0.05 level. Entrepreneurs should maintain the quality, uniqueness, and reputation of their products, along with setting diverse and valuable pricing, broaden online channels, offer shipping options, use varied online marketing, improve sales staff skills, focus on impressive service, and ensure the safety of online transaction.

THE UNDERTAKER: REFLECTION OF ESAN SOCIETY

2024-09-24T09:34:26+07:00

This research aimed to study the reflection of Esan society appeared in The Undertaker movie written and directed by Thiti Srinuan. This was a qualitative research presented in descriptive analysis by applying framework from Supit Aungsae

The result found that Esan society was reflected in 5 dimensions were 1) economy, it consisted of secure and insecure job. This showed that a secure job provided a better life, 2) education, it showed that education helped to develop for the better career, 3) culture and tradition reflected the variety of culture of Esan people for living together happily, 4) beliefs reflected the various and different, beliefs to stay together happily and 5) values reflected that Esan people changed following public opinion.

IDENTITY OF CULTURAL CAPITAL OF BAN LAEM PHO, KHU TAO SUB-DISTRICT, HAT YAI, SONGKHLA

2024-09-05T10:23:10+07:00

This research article aimed to examine the cultural capital identity of Ban Laem Pho, Village No. 3, Khu Tao Sub-district, Hat Yai District, Songkhla Province. The study, conducted through document analysis, observation, in-depth interviews, focus groups, and data analysis, revealed that Laem Pho was both a sacred site rooted in local beliefs and a natural cape extending into Songkhla Lake. The cultural capital identity of Ban Laem Pho is categorized into three key dimensions: 1) *Cultural capital in traditions and beliefs*: The community observed the water-based Chak Phra festival, a Buddhist tradition where a Buddha statue was placed in a beautifully decorated pavilion on a boat, accompanied by rhythmic drumming as it was transported to Laem Pho. Following the procession, boat races were held, with two rowers per team competing. The legend of the "Sacred Serpent Ancestor" (Tuad Ngu) was also significant, with a ritual held at the Tuad Ngu Pavilion involving offerings of flowers, incense, candles, firecrackers, and fresh eggs. A traditional dish called Tom Sam Liam was prepared as an offering to monks and was also hung on the boats during the end of Buddhist Lent.
2) *Cultural capital in traditional craftsmanship and livelihoods*: The community has practiceds long-tail boatbuilding, a craft passed down through generations, used primarily for transportation and coastal fishing. The skill of making nets (mat kat) has been also significant, requiring precise tying of plastic and lead buoys. Small-scale fishing in Songkhla Lake has been a primary livelihood, providing essential resources for the community’s sustenance. 3) *Cultural capital in performing arts*: The Laem Pho boat songs have been traditional songs originally sung by rowers to coordinate their rowing rhythm and to enhance the joy of the Chak Phra festival. In conclusion, the cultural capital identity of Ban Laem Pho plays a crucial role in fostering social cohesion and promoting peaceful coexistence within the community.

LINGUISTIC LANDSCAPE OF KRATOM ADVERTISING: A CASE STUDY ALONG THE KRABI-SONGKHLA ROUTE

2024-08-02T12:56:51+07:00

This research aimed to study the linguistic patterns, content, and structural features of language used in Kratom advertising signs. The data comprised 131 Kratom advertising signs collected along both sides of the main Krabi-Songkhla road, and analyzed within the framework of linguistic landscape theory. The findings revealed that: 1) The linguistic patterns on Kratom advertising signs fall into three categories: monolingual, bilingual, and trilingual. 2) Five languages were used on these signs: Standard Thai, the Southern Thai dialect, English (or transliterated English), Malay, and Chinese. 3) The content of the messages on Kratom advertising signs can be categorized into four types: store/person/location names, promotional phrases highlighting unique qualities to encourage the purchase of Kratom leaves, descriptions of various parts of the Kratom plant, and discounts or promotional offers. 4) The structural features of the language on these signs can be classified into eight types: promotional phrases alone, descriptions of Kratom plant parts alone, store/ person/location names combined with promotional phrases, store/person/location names combined with descriptions of Kratom plant parts, descriptions of Kratom plant parts combined with promotional phrases, descriptions of Kratom plant parts combined with discounts or promotions, promotional phrases combined with descriptions of Kratom plant parts, and store/person/location names combined with promotional phrases and descriptions of Kratom plant parts.

DEVELOPING CREATIVE WRITING SKILLS BY USING THE PWIM IMAGE-BASED CREATIVE THINKING TEACHING MODEL COMBINED WITH CREATIVE WRITING SKILLS EXERCISES OF STUDENTS IN GRADE 5 AT BAN DON DUA SCHOOL, BAN KHOK SUB-DISTRICT, SANGKHOM DISTRICT, UDON THANI PROVINCE

2024-05-13T09:18:35+07:00

The purposes of this study aimed to 1) develop a lesson plan of Thai language courses on creative writing of students in Grade 5 using the PWIM image-based creative thinking teaching model combined with creative writing skills training., 2) to compare the creative writing achievement before and after learning of 5^th grade students from using the lesson plan of Thai language course on creative writing and a creative thinking teaching model using PWIM images combined with creative writing skills exercises. To be effective according to the criteria of 65/65., the sample group in the research was 8 students in fifth grade at Ban Don Dua School, Ban Khok Sub-district, Sang Khom District, Udon Thani Province which were derived from specific selection. The implement used for the data collection consisted of 1) 5 lesson plans for teaching creative thinking using PWIM images together with creative writing skills exercises., 2) the subjective test for Pre-test and Post-test 1st edition. The data was analyzed by percentage, means, standard deviation and t-test.

The results of the research were found that 1) fifth grade students had creative writing skills from using the lesson plans of Thai language course on creative writing and a creative thinking teaching model using PWIM images combined with creative writing skills exercises. The post – test scores was higher than first checking at 67.50/69.57 2) The results of comparing achievement found that post – test scores was higher than their Pre-test scores at the .001 level of statistical significance.

THE DEVELOPMENT OF A SET OF EXERCISES UTILIZING THE SOUTHERN THAI DIALECT TO ENHANCE MATHAYOM 1 STUDENTS' COMPREHENSION AND READING OF RHYTHM SYMBOLS AT SATRI PHATTHALUNG SCHOOL

2025-04-01T10:05:01+07:00

This research seeks to use the Southern Thai dialect to create a set of exercises to improve skills in reading rhythm symbols. Specifically, it aims to evaluate the effectiveness of the set of exercises and assess students' progress in school before and after learning to improve rhythm and melody reading skills. The purposive sampling method was utilized to select a sample group of 20 Mathayom 1 students from Satri Phatthalung School in the second semester of the 2024 academic year. Then, a one-group pretest-post-test design was employed to determine the effectiveness of the exercise. The research instruments consisted of exercises to enhance rhythm symbol reading skills using Southern Thai dialect words, a pretest and post-test, and a mid-course test. The statistical methods employed were percentages, means, standard deviations, and t-test analysis. The findings indicated that the set of exercises developed to enhance rhythm symbol reading skills using the Southern Thai dialect was effective. In addition, the efficiency ratio (E1/E2) of 90.50/92.25 was higher than the criterion of 80/80. Moreover, there was a significant improvement at the .05 level in the post-test scores of students who used the developed exercises compared to their pretest scores.

DEVELOPING ACADEMIC ACHIEVEMENT OF THAI LANGUAGE SUBJECTS IN SPEAKING SKILLS USING ROLE-PLAYING PROCESS BASED ON COMMUNICATION LANGUAGE TEACHING (CLT) OF MATHAYOM 1 STUDENTS AT KUMPHAWAPI SCHOOL

2024-06-05T14:35:49+07:00

The objectives of this research are 1) To develop academic achievement in Thai language subjects; speaking skills using role-playing process based on the principles of communicative language teaching (CLT) of Mathayom 1 students at Kumphawapi School. 2) To compare academic achievement of Thai language subjects in speaking skills between before and after learning by using role-playing process based on the principles of communicative language teaching (CLT) of Mathayom 1students at Kumphawapi School. Statistical methods used in data analysis include percentages, means, standard deviations, T-tests one-sample, and T-tests dependent. The research results found that the development of academic achievement in Thai language subjects in speaking skills using role-playing process based on the principles of communicative language teaching (CLT) of Mathayom 1students at Kumphawapi School were a pre-test score of 5.68, which is 47.29 percent, with a standard deviation of 4.23, and received a post-test score of 9.73, which is 81.04 percent, with a standard deviation of 1.97 the students' post-test scores were higher than before, with statistical significance at the .05 level.

DEVELOPING TOURISM ACTIVITIES THROUGH THE PROMOTION OF AUTHENTIC LOCAL CUISINE AND COMMUNITY IDENTITY IN BAN PUEK SUBDISTRICT, CHONBURI PROVINCE

2025-06-06T14:38:10+07:00

This study aims to develop tourism activities that promote authentic local cuisine and community authenticity in Ban Puek Subdistrict, Chonburi Province, in order to strengthen the local economy. A qualitative research approach was employed, including data collection from document analysis and in-depth interviews with 30 key informants comprising community leaders, community members, and local food entrepreneurs.

According to the results, the development of community-driven gastronomy tourism activities requires a continuous participatory process by local residents. This process ranges from identifying the community’s unique culinary identity and local resources, to designing tourism activities that integrate indigenous knowledge, and pilot-testing these activities to evaluate and refine them. The developed activities are distinguished by the unique identity of the Ban Puek community, reflecting its cultural distinctiveness and offering tourists a remarkable experience of local cuisine. Furthermore, these activities bring multifaceted benefits to the community, including economic gains (higher local income and employment), social benefits (stronger community cohesion and pride in local culture), and cultural sustainability through the preservation and transmission of traditional culinary knowledge to younger generations. Overall, the findings demonstrate that community-based tourism driven by the promotion of local cuisine can foster a sustainable tourism model while simultaneously empowering and strengthening the community in the long term.

SEX TOURISM AND SUSTAINABLE DEVELOPMENT: CONFLICT OR COEXISTENCE

2025-06-12T10:10:47+07:00

This research aims to 1. examine and discuss the conflicting challenges and potential for coexistence between sex tourism phenomena and sustainable development principles, and 2. provide policy solutions for transforming sex tourism into sustainable tourism. The research method employed a synthesis of document analysis and focus group discussions with 15 specialists in tourism, social welfare, and sexual health. The data was examined and integrated within the context of sustainable development in tourism. The research findings reveal that sex tourism conflicts with the concepts of sustainable development regarding ethics and its adverse effects on society. whereas there exists a shared aspect within the economic component that produces revenue at both national and local levels. To effectively integrate sex tourism with sustainable development, it is essential to implement policies that correspond with sustainability principles. This includes legalizing service trade, establishing governance structures, ensuring the rights of sex workers, preventing human rights abuses, fostering community engagement, and diversifying tourism models. Moreover, efficient communication is necessary to encourage understanding, alongside the establishment of a system of indicators for the ongoing evaluation of policy implementation. Additionally, further extensive and continual research is required to enhance sustainable and holistic development strategies.

JAPANESE LANGUAGE LEARNING STRATEGIES TO UPGRADE THE QUALITY OF THAI EDUCATION TO THE INTERNATIONAL LEVEL

2024-03-04T11:54:45+07:00

Japanese is considered an essential and important foreign language in Thailand and worldwide. Japanese language learners need to get involved in an active language learning process which allows them to ask and answer questions, to search for and gather knowledge, to construct sentences, to communicate, to pursue a career, and to serve the society. Active learning and management-based strategies (ALM Strategies) has been utilized for Japanese language learning to upgrade the quality of Thai education to the international level. This strategy consists of (1) active learning strategy which includes constructivism, participation, responsibility, integration, and self-learning; and (2) management-based strategy which includes public policy, teaching and learning management, teacher, course, evaluation, information and communication technology (ICT), and cooperation.

STRAEGIC MANAGEMENT: CREATING STRATEGIC ALLIANCES TO DETERMENE THE ORGANIZATION’S FUTURE DIRECTION

2024-07-10T14:06:39+07:00

This academic article aims to explain the strategic management process, strategic alliance creation and analyze the advantages and disadvantages of strategic alliance creation. The analysis results indicated that 1) strategic management is important in terms of management and organizational success, and organizations should study their internal and external environments to continuously improve and develop strategies to increase the organization's competitiveness and survival. The strategic management process includes the process of setting direction and analyzing the environment, the process of strategy determination, and the process of implementing and controlling strategies. 2) Strategic alliance creation is when agencies cooperate with businesses to combine resources and certain capabilities to create competitive advantages. The advantages are: 2.1) There is an exchange and share of resources and capabilities; 2.2) There is a network of cooperation between agencies; 2.3) Emphasizing competition and creating a choice of benefits; and 2.4) It increases the value of products and services and maximizes the value of joint consumption of products and services. The limitations are cultural conflicts between organizations or differences in management.

THE DEFICIENCIES OF USING MULTIPLE LINEAR REGRESSION (MLR) IN PUBLIC ADMINISTRATION

2025-04-17T13:53:26+07:00

This academic article investigates the deficiencies in the use of Multiple Linear Regression (MLR) in public administration research articles. It synthesizes research articles published in the Thai Journals Online database (ThaiJO) and some from the national academic conferences published since 2017 onwards. A total of 31 articles were reviewed. The findings revealed that 20 of them (64.52%) contained deficiencies, which were classified into four main issues: 1) Lack of reporting on independence analysis of all predictor variables, 2) Lack of reporting on the distribution analysis of the data, 3) Lack of reporting on variance analysis of the data, and 4) Lack of presentation of the MLR equation. When presenting results using MLR in public administration research articles, researchers must follow two steps: the first step involves presenting the underlying assumptions of regression analysis, and the second step includes presenting a table of MLR analysis results along with the regression equation in both unstandardized and standardized scores.