Journal of International Studies, Prince of Songkla University

Discourse Analysis of Lifelong Education Policy in China

Guoxiang Zhao — 2025-05-27

This article analyzes the development of China's lifelong education policy from the 1990s, using critical discourse analysis to explore the relationship between power and control in policy texts,and studies the role of the government in supporting educational reform and societal development. In particular, it examines the changes in UNESCO's lifelong learning discourse, which have influenced China's policy formulation. The article highlights the shift from the discourse of "lifelong education" to "lifelong learning," emphasizing that China's lifelong education policy underscores the importance of learning for all citizens. It not only promotes the development of individual capabilities but also emphasizes social responsibility and progress. Additionally, the policy reflects an integration of traditional and modern educational values, and highlights the crucial role of education in the country's long-term development strategy.

Analysis of Factors Influencing Farmers' Decision to Become Community Business Entrepreneurs in Surat Thani Province

Siripat Chodchuang — 2025-05-27

This article aims to study motivational factors affecting the decision to become a community business entrepreneur among farmers, based on data collected from a sample group of 266 individuals in Surat Thani province through purposive sampling. The data was evaluated using Exploratory Factor Analysis (EFA) and multiple regression analysis. The study identified eight factors, including leadership, knowledge and skills, training, income level, family support, government support, facilities/Infrastructure, and independence. The study of the relationship factors affecting the decision to become a community business entrepreneur among farmers revealed that the most significant factor was leadership, followed by independence. The predictive power was 51.3%, which was statistically significant at the 0.05 level. The results of this research can be used as a guideline for planning and policy management in various important factors that affect the decision-making of becoming a community business entrepreneur. This is to ensure that farmers become capable entrepreneurs, with an increasing number of them.

Innovative Factors Influencing the Decision to Stay at 3-Star Hotels in Phuket Province among Generation Y Tourists

Vitsaroot Kayem — 2025-05-27

This research aims to study the innovative factors influencing the decision-making process of staying at 3-star hotels in Phuket province among Generation Y tourists. It is quantitative research utilizing a questionnaire as a data collection tool from Thai tourists aged between 26 - 43 years who have previously traveled to Phuket province and stayed at 3-star hotels there. The sample size comprises 400 individuals. Data analysis involves frequency, percentage, mean, standard deviation, Pearson correlation analysis, and multiple regression analysis. The findings indicate that innovation factors consist of product innovation (β = 0.703, p < 0.01) and process innovation (β = 0.289, p < 0.01), which positively correlate with the decision-making process of staying at 3-star hotels in Phuket province among Generation Y tourists, with statistical significance at the 0.05 level.

The Service Quality Factors of Small Accommodation in Phatthalung Influencing Thai Tourists’ Loyalty

Sirikanya Thongseng — 2025-05-27

This is a quantitative study designed to study the service quality factors influencing Thai tourists’ loyalty. The sample in this study were four-hundred Thai tourists who have experienced small accommodation services. Purposive Sampling is a method of selecting the sample by using questionnaires to collect data. Inferential statistics including Stepwise Multiple Regression Analysis is used to test the research’s aim by examining the impacts of service quality factors on Thai tourists’ loyalty. The research findings revealed that the most statistically significant service quality factor influencing Thai tourists’ loyalty in the aspect of reliability factor is the delivery of services as promised. In terms of responsiveness factor, it is the willingness to promptly resolve problems. Regarding service provider factor, it is the consideration of tourists’ best interests. For accessibility factor, it is the ability to use accommodation services without prior reservation. In the area of communication factor, it is the clear explanation of service usage details. In terms of security factor, it is the prohibition of outsiders staying overnight in the accommodation. For tangible factor, it is the provision of designated smoking areas within the premises. Regarding the environment factor, it is the convenience of the location in connecting to tourist attractions. Finally, in terms of additional services factor, it is the sense of value for money spent on such services. The results of this study can be utilized by small accommodation operators in Phatthalung province as a framework for defining service strategies that effectively meet the specific demands of tourists. Furthermore, they serve as guidelines for enhancing service efficiency and improving service quality.

The Environmentally Responsible Tourists' Behaviors in Nature-based Tourist Destination: A Case of Ko Phra Thong Wetland

Kochaporn Chunjan — 2025-05-27

This research aims to investigate the mechanisms and factors that influence tourists' Environmentally Responsible Behavior (ERB) by examining the role of a mediating variable in the connection between environmental concerns, attachment to place, and environmental worry. Data was collected from 250 respondents by using a questionnaire. The data was analyzed using Partial Least Squares Structural Equaltion Modeling (PLS-SEM). The research found that the relationship between people formed after an experience has a significant impact on environmentally responsible behavior. The stimulation of perception from the direct experience of a destination automatically elicits emotional responses from tourists, which in turn influences tourist behavior. Furthermore, direct experiences are more predictive of customer behavior than indirect experiences. This research can be useful in predicting environmentally responsible behavior, promoting tourists’ Environmentally Responsible Behavior, and enhancing understanding of the environmentally responsible behavior of tourists in the future. Moreover, it will also help define key strategies for promoting Environmentally Responsible Behavior with SDG 17 and contribute to the success of strategies.

The Influence of Media Exposure to Marketing Information on the Travel Decision-Making of Chinese Tourists in Phuket, Thailand

Supachai Jeangjai — 2025-05-27

The purpose of this research is to study the factors affecting the decisions by Chinese tourists to travel in Phuket and to examine the influence of media exposure to marketing information on the travel decision-making of Chinese tourists in Phuket. The sample size consisted of 261 Chinese tourists selected through convenience sampling. The study found that Phuket's tourist attractions have a strong influence on Chinese tourists' decision-making. They were most satisfied with the beauty of natural attractions (x ̅ = 4.41), followed by the reputation of Phuket's tourist attractions (x ̅ = 4.32). In terms of marketing communication, the greatest influence was from the Xiaohongshu social media platform (x ̅ = 4.09), followed by the Douyin video platform (x ̅ = 3.96). The most influential media content included creative content (x ̅ = 4.28) and engaging presentation (x ̅ = 4.27).

Cultural Ecology: Land Ownership of Hmong Ethnicity in Houi Han Community Chiang Rai

Adisorn Pusara — 2025-05-27

This research was a phenomenological qualitative study, aiming to apply cultural ecology theory to explain land ownership among the Hmong ethnic group in Houi Han Community, Wiang Kaen District, Chiang Rai Province. The key informants consisted of five community cultural elders and five senior members from Sae families. The quality of the research was validated by the village leader, who served as an academic expert. The results revealed that the Hmong ethnic group selected areas for community settlement based on ancestral beliefs, suitable geographical features, and settlement prohibitions. Additionally, settlement decisions were influenced by mutual agreements between the Thai government and the Thailand Collaboration Development Group. Land ownership traditionally belonged to the individual who pioneered the area. The transfer of land ownership was passed to the son as the successor of the Sae family; however, daughters did not have inheritance rights. Land tenure stability was supported by the Thai government through the provision of public services although ownership was granted without formal land title documents. Land ownership disputes were managed through a restorative justice process. Changes in land tenure patterns emerged with the introduction of land trading, driven by rapid population growth, the influx of Hmong refugees from United Nations camps, and government efforts to reclaim forest areas. Land trading within the community was permitted but required approval from the village committee when transactions involved individuals from outside the community.

Factors Affecting Employee Loyalty in The Accommodation Business after Covid 19 Pandemic

Porramate Jaratmetakul — 2025-05-27

This research aims to study motivation and hygiene factors affecting employee loyalty in mid-sized accommodation businesses in the Northeastern region after the COVID-19 pandemic. The sample consisted of 385 employees from mid-sized hotels in the Northeastern region. A survey questionnaire and a purposive sampling technique were used in this study. The results revealed that motivation factors, including work achievement, work characteristics, career advancement, recognition, and work responsibilities, along with hygiene factors, including salary, relationship with colleagues and supervisors, working conditions, job security, and welfare benefits, influence employee loyalty in the accommodation business after the COVID-19 pandemic. Notably, promotion opportunities (Motivation Factor) and adequate salary (Hygiene Factor) are key factors. Greater consideration should also be given to work safety.

Behaviors and Needs of Wellness Tourists in Phuket, Thailand: A Study of Middle Eastern Tourists

Nuansamorn Ounhaprateep — 2025-05-27

COVID-19 pandemic has had significant impact on various business sectors over the past few years, especially on hospitality and tourism business. It is necessary for businesses to redesign their products and services to satisfy tourists’ needs and trends. Phuket’s tourism has begun to focus and revitalize by embracing the ‘wellness tourism’ for sustainable growth; and promoting Phuket as a ‘world wellness’ travel destination. This research aims to study the behaviors and needs of wellness tourism in Phuket, emphasizing on Middle Eastern wellness tourists. A ‘purposive sampling’ was created as a sampling technique for this study. The number of participants used in this sample was 78 tourists from ten Middle East countries.

Overall, the majority (37.18%) was from Kuwait, another 19.23% was from Bahrain, and 8,97% was from Egypt and Turkey. The results of the study showed that most of the respondents (56.41%) spent between THB2,000-4,000 per day; excluding the transportation costs. The destination’s qualities; namely beach attractions, was the main factor influencing Middle East tourists’ choice of destination (22.28%). With choice of activities; the most attractive for activities was to live a ‘healthy lifestyle’ with emphasis on exercise and fitness (92.31%) and massage therapy (82.05%). They also valued natural beauty attractions (x̄ = 4.56), good weather (x̄ = 4.53), and child-friendly accommodations (x̄ = 4.44). This research is crucial for understanding tourist behavior which helps businesses adapt their business strategies by identifying preferences and creating targeted market to attract specific demographics, especially among middle eastern tourists.

Challenges in the Management of Maritime Transport on the Mekong River Between Chiang Saen Port and Guanlei Port, and Their Impact on Thai-Chinese Border Trade

Kansinee Rodliang — 2025-05-27

This qualitative study aimed at examining and analyzing the conditions, obstacles, challenges, related to the trade and maritime transport of goods along the Mekong River between Chiang Saen Port in Chiang Rai and Guanlei Port in Yunnan. The study employed both documentary analysis and in-depth interviews as methods of investigation. The findings are presented through descriptive and narrative analysis. The study revealed that maritime trade and transport of goods along the Mekong River between Chiang Rai and Yunnan, via Chiang Saen Port and Guanlei Port, play a significant role in the development of the border economy. They contribute to strengthening of trade and investment cooperation, expanding trade value, enhancing competitiveness, and fostering relationships across the public, private, and governmental sectors. However, several issues have been identified, including legal problems related to customs facilitation procedures, different law enforcement practices, a lack of uniformity, insufficient coordination and cooperation towards a standardized approach, and non-tariff trade barriers. Addressing these issues effectively and coordinating efforts seriously could expand cargo capacity and reduce trade costs, which would benefit the economies and trade relations of both countries.