Journal of Humanities and Social Sciences Nakhon Phanom University

Esthetic of Composition in Vertical Video

2024-07-23T09:58:13+07:00

This academic article aims to describe the appropriate composition techniques for vertical video applications and to provide applicative guidelines for communication through vertical videos, which are popular in response to the current vertical viewing behavior of users. As communication through mobile devices such as smartphones and tablets has shifted from horizontal to vertical orientation, the visual content has also changed. The elements of vertical video creation that can be applied include the rule of negative space, the rule of thirds, foreground, balance, camera angle, and image size. Positioning subjects or objects in the center of the frame can enhance the artistic value of vertical motion graphics and improve communication effectiveness. In vertical video shooting, it is crucial to be careful of the balance by ensuring the empty space, especially at the top or bottom of the frame, should not be too excessive. Due to the limited space in vertical videos, placing text or graphics may require overlapping with subjects or objects in the frame. Medium and long shots are generally considered suitable for vertical videos. The distinguishing feature of vertical video composition is the depth or perspective of the image.

Glocalizing across the Sacred Place: Exploring Linguistic Landscape of Wat Maha That, Ayutthaya, Thailand

2024-08-30T15:37:53+07:00

This study examines the LL of Wat Maha That, a significant cultural heritage site in Ayutthaya, Thailand, to understand the process of glocalization through public signage. This study employed both quantitative and qualitative methodologies to analyze 48 signs at Wat Maha That. Quantitatively, the signs were categorized into monolingual, bilingual, and multilingual groups, revealing a predominance of bilingual Thai-English signs and a notable presence of multilingual signs incorporating Japanese and Chinese. Qualitatively, the analysis explored the linguistic composition, focusing on the size, placement, and visual prominence of each language, as well as the functional roles of the signs, such as providing information or regulating visitor behavior. The qualitative findings highlighted how Thai was prioritized, reflecting its cultural significance, while foreign languages enhanced accessibility for international tourists. The findings also indicate that the strategic use of foreign languages in regulatory signage not only enhances the site’s global appeal and accessibility but also underscores its cultural and religious significance. This interplay between global and local elements is crucial for maintaining the sanctity and authenticity of Wat Maha That while catering to international tourists. The study highlights the importance of balancing regulatory measures with visitor experience to avoid potential irritation and enhance overall satisfaction. These insights contribute to the broader understanding of how linguistic landscapes can facilitate the integration of global influences into local contexts, preserving cultural heritage while promoting international tourism

Causal Factors of Creative Innovation Behavior in Business Data Science among Undergraduate Students

2024-10-10T15:51:10+07:00

This study aimed to test and develop a linear structural relationship model of psychological and social factors influencing creative innovation behaviour (CIB) in business data science among undergraduate students. The study was applied from the social cognitive theory (SCT) and social exchange theory (SET) to develop a theoretical framework. A sample group consisting of 278 undergraduate students from business administration and management-related faculties was selected by using a two-stage cluster sampling technique. The data were collected using six-part questionnaires with alpha coefficients ranging from 0.71 to 0.83. The results indicated that the developing of the structural equation model of factors influencing creative innovation behaviour in business data science was consistent with the empirical data, as the following t-test value: p-value = 0.16, = 19.19, df = 14, RMSEA = 0.04, SRMR = 0.02, NNFI = 0.99, CFI = 0.99, and GFI = 0.98, which can describe that creative innovation behaviour was directly influenced by creative self-efficacy and indirectly influenced by self-leadership, self-learning in creativity, and perception on social support for creative thinking, respectively. The contribution of this research was that this research can be used as a guideline for developing policies and strategies to promote students' creative innovation behaviour, and also it can be used for curriculum design and organizing activities to develop creative thinking skills and innovation in higher educational institutions. Additionally, the research can be used as a framework for developing personnel in organizations to increase the potential in creative innovation in information-based work to increase the capability in the competition of the organization.

The Effect of Environmental Consciousness on Organic Food Consumers Purchasing Intention in Thailand through Attitude as a Mediator

2024-10-24T11:30:45+07:00

The purpose of this research is to investigate the effect of environmental consciousness on purchasing intention of consumers on organic food in Thailand and to investigate the effect of environmental consciousness on purchasing intention of consumers on organic food in Thailand through attitude as a mediator. This quantitative research utilized questionnaires as the data collection tool. The sample involved 389 consumers of organic food in Thailand. The data was analyzed using descriptive statistics and structural equation modeling (SEM) to test the research hypotheses. The findings revealed that: 1) Environmental consciousness influence purchasing intention of consumers on organic food in Thailand. 2) Attitude is partial mediation of the effect of environmental consciousness on consumers purchasing intention organic food in Thailand, with statistical significance at the 0.01 level. The theoretical contribution of this study lies in its validation of the theories related to consciousness and purchasing intention. The research results can be applied to research related to consciousness and purchasing intention of organic food in Thailand. Practically, the findings provide valuable insights for entrepreneurs to improve the policies and guidelines for planning marketing strategies which focus on the environment and the attitude to appropriately respond to the purchasing intentions of consumers of organic food in Thailand

The influence of the procurement The Influence of the Procurement Process on the Management Efficiency of the Employees at Packaging Purchasing Department in Bangkok and Metropolitan Areas

2024-09-30T09:24:03+07:00

This research aimed to study the influence of purchasing process, order forecasting, and external resource management on warehouse management and the influence of purchasing process, warehouse management, and knowledge and understanding of purchasing work on the efficiency of purchasing management of purchasing staff in packaging companies in Bangkok metropolitan area. The sample group was 350 purchasing staff of packaging companies in Bangkok metropolitan area. The research instrument was a questionnaire. The data was analyzed using structural equation modeling statistics. The empirical data showed the Goodness of Fit Index was as follows: CMIN/df = 2.14, GFI = 0.910, CFI = 0.966, RMR = 0.102, RMSEA = 0.057. The results found that the purchasing process, order forecasting, and external resource management had a positive influence on warehouse management. In addition, knowledge and understanding of purchasing work, warehouse management, and purchasing process had a positive influence on purchasing management efficiency. Therefore, executives and human resources in the organization can use these results as a guideline to improve the purchasing process, adjust the strategies and policies in the purchasing process, and increase the skills of purchasing staff to increase management efficiency.

The Linkage of Historical and Cultural Tourist Attractions and Thai-Vietnam Relationship

2024-08-08T14:03:31+07:00

The purposes of this study were to investigate the contexts and create historical, memorial, cultural and Thailand-Vietnam relationship tourism routes in the area of Phichit Province, Udon Thani Province, and Nakhon Phanom Province. This qualitative study was carried out using anthropological, historical, memorial cultural, and tourism concepts. Data was collected from primary and secondary sources in Thai, Vietnamese, and English. Research instruments included a relationship analysis form and an in-depth interview form. The target group was selected using a purposive random sampling consisting of 24 key informants, including expertise in history, historic site management, culture, and the Thailand-Vietnam relationship in the aforementioned provinces. The result found that 1) the study of the 3 provinces' contexts found that there are historical, memorial, cultural, and Thailand-Vietnam relationship tourist attractions related to each other under the story of Ho Chi Minh's movement in Thailand. 2) The 3 historical, memorial, cultural, and Thailand-Vietnam relationship tourism routes were created between Phichit, Udon Thani, and Nakhon Phanom aimed to produce new and captivating tour packages for both Thai and foreign tourists consisting of 1. Following Ho Chi Minh's Footprints from the Chao Phraya River to the Mekong River Route, 2. Following Ho Chi Minh's Footprints from the Mekong River to the Chao Phraya Basin Routes, and 3. Following Ho Chi Minh's footprints in the Isaan Region Route.

Social and Emotional Skills for Tourism and Hospitality Industry Workers

2024-07-24T09:22:18+07:00

This research aimed to study and identify the distinctive and necessary social and emotional skills for the tourism and hospitality industry staff. A mixed method with a parallel design approach between quantitative research and qualitative research was employed using questionnaires and interviews as data collection tools. The population included workers operating in the tourism and hospitality industries in the six Andaman provinces of Thailand. Data were collected from 400 workers using non-probability sampling by accidental selection methods and from 30 interviewees using the purposive sampling selection. Data were analyzed using descriptive statistics, content analysis, confirmatory factor analysis (CFA), and importance-performance analysis (IPA). Results revealed that 1) emotional intelligence, flexibility and adaptability, and customer service were the most important and necessary social and emotional skills for working in the industry, 2) social and emotional skills are specific to each job in the tourism and hospitality workers, which can be categorized into three groups, including primary skills, secondary skills, and auxiliary skills. The findings from this study will benefit human resource management and serve as an important knowledge for the development of manpower potential and desired characteristics of the tourism and hospitality industry staff.

Factors Influencing the Mission and Operations for Organizational Structure Design of the Phuket Campus Office Prince of Songkla University Phuket Campus

2024-10-28T09:19:16+07:00

This research, “A Study of Factors Influencing the Mission and Operations for Organizational Structure Design of the Phuket Campus Office, Prince of Songkla University, Phuket Campus” is a qualitative study. The target group consisted of 16 administrators selected through purposive sampling, and included 23 administrative personnel selected through convenience sampling. Data were collected using a semi-structured interview format, with in-depth interviews conducted with both groups. The qualitative data were analyzed using descriptive and narrative methods. The results revealed that key factors affecting organizational restructuring include policies aimed at internationalization, reducing operational redundancies, and enhancing efficiency through technology. Additionally, decentralizing decision-making and encouraging participation at all staff levels were identified as crucial elements supporting organizational change. The recommendations for restructuring include developing a flexible organizational structure, emphasizing the enhancement of staff skills through the application of technology to reduce redundancy, and improving operational management. Furthermore, clear communication and staff engagement are essential to alleviate concerns over increased workloads and promote an international working environment.

Effects of Systematic Thinking Competency and Core Competency Orientation on Job Efficiency of Supporting Staff at The Public Higher Education Institution

2024-10-22T10:33:40+07:00

This research aims to test the relationship and positive effects between systematic thinking competency and core competency orientation on the job efficiency of supporting staff at public higher education institutions. A questionnaire was used as a tool to collect data from supporting staff in public institutions. The sample consists of 280 supporting staff. The statistics used in data analysis included mean, standard deviation, correlation analysis, and multiple regression analysis. The research results found that 1) there is a relationship and positive impact of systematic thinking competency, service creativity and design skills, and communication and coordination skills toward job efficiency in terms of quality of work, volume of work, and efficient use of resources. 2) There is a relationship and positive impact of core competency orientation in terms of achievement motivation, service mind, accumulation of professional expertise, and teamwork toward all aspects of operational job efficiency. And 3) There is a relationship and positive impact of systematic thinking competency, service creativity and design skills, and communication and coordination skills toward all aspects of core competency orientation. The systematic thinking competency is an ability of complete systematic thinking, including holistic thinking to connect and interrelate to be able to make a decision systematically to help leading to efficient work and positive outcomes, and focusing on core competencies, which represent special capabilities or personal necessary expertise to achieve set goals, which is an important factor to achieve an organization's mission and create a competitive advantage. Core competencies serve as a stimulant that impacts job efficiency, leading to effective and efficient performance in terms of quality, quantity, speed, punctuality, and cost-effective resource use. The results of this research can be used as guidelines to strengthen and support systematic thinking competency development to focus on core competencies and identify areas for improvement to refining management methods within the organization to enhance better systematic thinking and a stronger focus on core competencies, to increase operational efficiency to achieve goals and sustainably succeed

The Effect of The Psychological Contract on Job Satisfaction and Job Performance

2024-06-05T12:41:04+07:00

This research aims to study the relationship and impact of psychological contracts on job satisfaction, the impact of job satisfaction on job performance, and the effect of effective human resource management on psychological contracts as well as job satisfaction. In addition, this research also studies the mediating role of psychological contract toward the relationship between effective human resource management and job satisfaction, as well as between effective supervision and job satisfaction. This research was quantitative, using a questionnaire as a tool to collect data from 200 employees from various companies using non-probability sampling method, including convenience sampling. Inferential statistics were analyzed using structural equation modeling (SEM), the analysis of model fit, and the analysis of direct and indirect standard coefficient effects. The findings revealed that: 1) The psychological contract affected job satisfaction. 2) The job satisfaction had an impact on job performance. 3) There is no impact of effective human resource management on psychological contracts. 4) The psychological contract was not a variable mediator in the relationship between effective human resource management and job satisfaction. 5) The psychological contract a complete mediator in the relationship between effective supervision and job satisfaction.

Designing and Branding for Local Textile Community Enterprises in Kanchanaburi Province to Support Digital Platforms Usage

2024-07-12T17:31:56+07:00

This research aimed to investigate entrepreneurs and tourists’ brand needs, design the brand, evaluate the brand's effectiveness by experts, and assess entrepreneurs and tourists’ satisfaction. The study adopted a mixed-method research approach.The research target consisted of 11 groups of textile community enterprises in Kanchanaburi province and tourists who had previously purchased or used local textiles. The key informants included 4 textile enterprises from each of the 4 districts using purposive sampling selection, and the infinite tourists were sized based on Yamane's formula; the sample size included 385 participants for the needs survey and 120 participants for the satisfaction assessment, totalling 505 participants. The instruments consisted of 1) interview forms, 2) questionnaires, and 3) brand performance and satisfaction evaluation forms.Data from interview was analyzed descriptively, and data from the questionnaires was analyzed using descriptive statistics, including mean, percentage, and standard deviation. The criteria for evaluating brand effectiveness and satisfaction, included the brand name, logo design, typography, color scheme, and application. The research findings were as follows: 1) The branding needs of each enterprise were ranked as follows: Lao Khwan and Huai Krajao districts preferred a community-based brand name, Tha Muang district preferred to retain its original name, and Thung Samo district preferred the name of its founder. Tourists showed a high level of demand for brand names, with an average score of 4.18. 2) "Lao Khwan Woven Fabric" for Lao Khwan district, "Benjapilai" for Huai Krajao district, "Pha Khao Ma Areerat’s Hundred-Colored" for Tha Muang district, and "Taya" for Thung Samo district. 3) The overall brand effectiveness evaluation was at high levels, with average scores of 4.01, 4.12, 3.80, and 3.99, respectively. 4) Overall tourist satisfaction with the brand was at the highest level, with average scores of 4.74, 4.52, 4.57, and 4.60, respectively.

The Influence of Marketing Mix Factors on Logistics Service Quality of E-Commerce Entrepreneurs through Shopee Thailand Platform

2024-09-03T15:45:40+07:00

This research aims to categorize the marketing mix factors and to examine the influence of these factors on logistics service quality of e-commerce entrepreneurs through the Shopee Thailand platform. The sample consisted of 400 entrepreneurs who use the Shopee Thailand platform using purposive sampling selection. Data was collected using the online questionnaires that underwent content validity and reliability testing. The data collection was conducted as a cross-sectional study at a single point in time. The data was analyzed using exploratory factor analysis and stepwise multiple regression analysis. The results revealed that: 1) The marketing mix factors could be reorganized into four new factors: price, privacy and personalization, product, and place and promotion.2)All four factors significantly influenced the logistics service quality in terms of order management and product listing quality. These factors could predict the trends in logistics service quality in terms of order management and product listing quality at 40.40 percent and 40.10 percent, respectively. Additionally, there were two factors - privacy and personalization, and place and promotion–that influenced the logistics service quality regarding customer service including privacy and personalization and place and promotion, which could predict the trend in logistics service quality at 37.10 percent. This research suggests that the entrepreneurs should prioritize on customer data security, personalized services, comprehensive and accurate product information, convenient distribution channel design, and appropriate pricing strategies to enhance logistics service quality and gain competitive advantages

The Social Return on Investment Evaluation of the Career Development Scholarship Project for Processed Agricultural Products in Ubon Ratchathani Province

2024-05-31T09:35:17+07:00

The purpose of this research was to evaluate the social returns on investment (SROI) of the career development scholarship project for processed agricultural products in Ubon Ratchathani province. Data was collected using observation and in-depth interviews with involved stakeholders, especially the entrepreneurs of processed agricultural products. The sample size was determined using the purposive sampling selection by convenience sampling random method. Participants and respondents were 80 farmers in communities around the area of Ubon Ratchathani University. consisted of a questionnaire and semi-structured in-depth interviews, as well as a focus group. The data analysis used social impact assessment using ex-ante and ongoing evaluation. The research results found that a net return of a calculation of the social returns was at 1.31, indicating that every 1 baht of investment in conducting the research was able to create returns for entrepreneurs with both social value and economic value at 1.31 baht. Therefore, this research used the research budget effectively and created benefits for society. Principled policy recommendations for the study included the implementation of social return assessment, which should be applied among other involved agencies that are conducting similar projects in order to assess the value of returns from investment. Furthermore, relevant agencies can use this project activity as a guideline for organizing activities to promote job creation in surrounding areas and communities. This can create potential for the local community to have the ability to be an entrepreneur of processed agricultural products.

A Study of Components and Essential Requirements for Developing Leader Teachers in Schools under the Office of the Basic Education Commission in the Northeastern Region

2024-06-28T13:08:49+07:00

The purposes of this research were to study the components and essential requirements for developing leader teachers in schools under the Office of the Basic Education Commission in the Northeastern Region. Mixed-methods research was used, consisting of 2 phases: Phase 1: Study of the components of leader teachers in schools. Five experts were selected as key informants using purposive sampling according to the qualification. The research instrument was a leader-teacher component assessment form. The statistics used for data analysis were mean and standard deviations. And Phase 2: study of essential requirements for developing leader teachers in schools. The sample group included 397 high school teachers under the Office of the Basic Education Commission in the Northeastern Region using stratified random sampling. The research instrument consisted of a questionnaire. The statistics used for data analysis were mean, standard deviations and essential requirements analysis. The results revealed that 1) the elements of a leader teacher consisted of teamwork, student learning development, building partnerships with parents and communities, and professional development, and 2) the overall currents condition was at a high level, the overall desirable condition was at the highest level, the essential requirements for developing leader teachers were listed in descending order: (1) teamwork; (2) building partnerships with parents and communities; (3) professional development; and (4) student learning development.

The Comparison of Earnings Management Level and Study Impact of Corporate Governance on Earnings Management in the United States & United Kingdom

2024-09-19T10:08:35+07:00

This study aimed to compare the level of earnings management resulting from different accounting standards and study board structure, composition, and meetings that affect the level of earnings management. The sample consisted of the companies that met the selection criteria, including 76 companies listed on the Nasdaq Stock Exchange and 76 companies listed on the London Stock Exchange. The instruments were descriptive statistics, multiple regression, and t-tests for independent samples. The financial data and other related data were collected from the DataStream database, company annual report, website, as well as books, textbooks, and other published documents. Data analysis used statistical software. The variables used in the study are independent variables consisting of the number of executive committee members, the proportion of outside directors on the executive committee, the number of executive committee meetings per year, and the top executive holding concurrent positions as the chairman of the board, the dependent variable was accrual-based earnings management, and the control variables included firm size, leverage ratio, sales growth, and return on total assets ratio. The results showed that 1) the level of accrual-based earnings management of the companies using US GAAP was lower than the companies using IFRS. 2) On the London Stock Exchange number of executive committee members had a negative impact; the proportion of outside directors on the executive committee had a positive impact on accrual-based earnings management, while on the Nasdaq Stock Exchange the proportion of outside directors on the executive committee and the top executive holding concurrent positions as the chairman of the board has a positive impact on accrual-based earnings management. The control variables that had an impact on accrual-based earnings management include firm size, sales growth, and return on total assets ratio.

Creating the Program Learning Outcomes in Accordance with the Outcome-Based Education (OBE): A Case Study of Master of Public Administration Program in Public Policy and Local Government Management Songkhla Rajabhat University

2024-09-19T10:10:24+07:00

This research aimed to study program learning outcomes (PLOs) of the Master of Public Administration Program in Public Policy and Local Government Management using qualitative research methods. The stakeholders were identified as follows: 1) high influence and high impact stakeholders, consisting of thirteen government employers; 2) low influence and low impact stakeholders, consisting of six private employers; 3) low influence but high impact stakeholders, consisting of thirty-six academics and undergraduates; and 4) high influence but low impact stakeholders, consisting of the National Strategy (2018-2037), Policy and Strategy of Thailand HESI (2020-2027), Songkhla Province Development Plan (2023-2027), Songkhla Rajabhat University Development Strategy (2023-2027), Faculty of Humanities and Social Sciences Development Strategy (2023-2027), and sixteen administrators and instructors. The research tool was a semi-structured interview form. The data triangulation was used to check for accuracy and reliability. Data analysis used qualitative interpretation. The research results found that program learning outcomes (PLOs) were: PLO1: Relate concepts and theories of public administration as a basis for designing public policies; PLO2: Apply communication skills and tools or information technology through research process for public policy to expertly analyze local problems; PLO3: Design public policies to expertly manage local problems; PLO4: Integrate all the parts of knowledge to solve local problems under the principles of good governance; PLO5: Express being a moral and ethical person dedicated to the benefit of the local area; and PLO6: Create new knowledge in public administration through communication and information technology skills in designing public policies to solve local problems through a research process with morality and ethics.

Development of Problem-solving and Critical Thinking abilities of Grade 10 Students Using Problem-based Learning with Flipped Classroom

2024-09-17T09:17:17+07:00

The objective of this research was to develop Grade 10 students’ problem-solving and critical thinking abilities using problem-based learning (PBL) with flipped classroom to have an average score of 70% or higher and to help at least 70% of the students pass the prescribed criterion. The target group of this research comprised Grade 10 Section 4 in the second semester of the academic year 2023 at Petpittayakom School, Phetchabun Province, under the supervision of the Phetchabun Educational Service Area Office using purposive sampling selection. This research was action research consisting of three cycles. Research tools included: 1) experimental tools, consisting of problem-based learning with flipped classroom lesson plans; 2) reflection tools, including teaching and learning management record forms, teacher and student behaviors observation forms, student interview forms, and problem-solving and critical thinking abilities tests at the end of each cycle; and 3) assessment tools, including 4-multiple-choice problem solving tests for 30 items and 4-multiple-choice critical thinking abilities tests for 30 items. Quantitative data analysis utilized mean (), standard deviation (S.D.), and percentage. Qualitative data analysis used content analysis. The results were summarized as follows: 1) The students’ problem-solving ability average score was 22.97, which was equal to 76.57%, and there were 23 students, which was 79.31% of the students passed the 70% criterion, 2) the students’ critical thinking ability average score was 22.80, which was 76.00%, and there were 25 students, which was equaled to 86.21% of students passed the 70% criterion. Moreover, problem-based learning (PBL) with flipped classroom helped develop students’ problem-solving and critical thinking skills through systematic analytical thinking by utilizing instructional media and problem scenarios as tools for learning.

Dance Performances Creation Process in Higher Educational Institutions in Northeastern Thailand

2024-10-04T16:22:18+07:00

This research aimed to study the curriculum, teaching process, and dance performance creation process of bachelor's degree students in dance performance in higher education institutions in Northeastern Thailand. The research design is qualitative research by studying documents, textbooks, research, and field data. The key informants were specified using purposive sampling selection. The research tools consisted of a survey form, a participant observation form, a structured interview form, and group discussion. The research result was presented using descriptive analysis and illustrations. The research result shows that 1) there are 12 institutions teaching dance performances in Northeastern Thailand, which can be divided into three groups: government institutions, which include Khon Kaen University and Maha Sarakham University; Rajabhat institutions, which include Ubon Ratchathani Rajabhat University, Udon Thani Rajabhat University, Nakhon Ratchasima Rajabhat University, Maha Sarakham Rajabhat University, Buriram Rajabhat University, Loei Rajabhat University, and Surindra Rajabhat University; and specialized institutions, which include Bunditpatanasilpa Institute of Roi Et College of Dramatic Arts, Bunditpatanasilpa Institute of Kalasin College of Dramatic Arts, and Bunditpatanasilpa Institute of Nakhon Ratchasima College of Dramatic Arts. The curriculum can be categorized into two programs: the Bachelor of Fine Arts program and the Bachelor of Education. Both curricula have an interdisciplinary teaching process, focusing on theoretical knowledge and practical knowledge. 2) The dance performance creation is considered a higher skill in education since a process requires the application of dance theories that were passed on from ancient times integrated with modern academic theories to create the specialized principle of dance theory called “research for creation". This principle consists of two processes: 1) the research process, which is a systematic study and research based on the information technology principle; and 2) the creation process, which is the design and creation of the dance performance. Thus, research for creation is a development in the higher education level in the field of dance in parallel between academic and professional to gain a higher standard in comparison with other fields of study. Furthermore, it also shows that there is an improvement in the curriculum and dance teaching to be in line with the progress of current society

The Curriculum Development of the Training Course on Longsong Surai Unarut Dance

2024-08-07T16:46:04+07:00

The purposes of this research article are to 1) develop a training curriculum for the Longsong Surai Unarut Dance series, 2) study students’ academic achievement, and 3) study the satisfaction of the trainees towards the training course. The research target group was selected using purposive sampling, including 53 participants: experts of Thai dance teaching, administrators, curriculum instructors, and students. The research sample was selected using voluntary selection and consisted of 10 Thai Dance Studies (Khon Phra - Lakhon Phra) students at Suphanburi College of Dramatic Arts in the 2^nd semester of the academic year 2023. The research tools consisted of a questionnaire, a structured interview form, and a training curriculum. The statistics used for data analysis were mean, standard deviation, and t-test. The results revealed that 1) the training curriculum for performing the Longsong Surai Unarut Dance comprised 9 elements: principles, training aims, structure, scope of content, training time, guidelines for organizing the training, training activities, measurement and evaluation, and the structure of the learning management plan and 10 lesson plans of learning management for a total of 10 days or 26 hours. 2) The students’ academic achievement gained from the training course for the performance of the Longsong Surai Unarut Dance in terms of knowledge about the history, formats, elements, and occasions in the performance of the Longsong Surai Unarut Dance was higher than that before studying at a t-value of 13.99*, which was significantly different at the.05. The academic achievement of the sample group in the 2nd time was higher than that in the 1st time for the aspect of performance in terms of singing for performing, and the average score of academic achievement of the sample group was 16.00 out of 20 points with the standard deviation of 1.49 for the skills of performing dance. 3) The overall satisfaction of the trainees towards the training course for performing the Longsong Surai Unarut Dance was at the highest level with an average of 4.61.

Innovative Folk Song Media to Create Technological Crime Awareness Among the Elder

2024-07-12T15:58:42+07:00

The objectives of this research are to develop innovative folk music media, to create technological crime awareness among the elders by comparing the pre- and post-experiment’s results, and to study satisfaction. The research tools consisted of innovative folk music media, a technological crime literacy level test, and a satisfaction assessment form. The sample included 20 elders at the Baan Fah Rangsit Quality of Life Development Center in Pathum Thani province using purposive sampling selection using the data from the data from a technological crime literacy level test. The data was analyzed using percentages, means, standard deviations, and testing the differences in means using a t-test statistic (Paired Simples T-test). The results of the research found that: 1) the development of innovative folk music media is an integration of folk songs with role playing and the use of technological media combined in the form of an activity plan to simulate the situation of criminals and victims according to various technological crime issues, focusing on creating learning through songs and facing virtual situations, getting seven learning experience activities for seven times and using one hour and a half each time; (2) the results of the experiment analyzed with T-test statistics found that the average score of post-experiment was significantly higher than the pre-experiment at the .05 level; and (3) the satisfaction of the elders towards innovation of folk music media was at the highest level.

Exploring the Online Social Media Landscape on Electronic Cigarettes to Set Communication Guideline Promoting Sustainable Development Goal 3: Good Health and Well-being

2024-09-03T15:51:36+07:00

This research aims to examine the volume of information related to e-cigarettes across various social media platforms, types of communicators, and issues related to e-cigarette on social media platforms. This study used computational social science methodologies.The research population consisted of ecigarette information that was searched through social listening tools, including Google Trends, Mandala Analytics, and Web scraping techniques. The data was collected using the keyword "e-cigarette" (in Thai) to search across social media platforms, including Facebook, X, community blogs, e-commerce websites, and other relevant websites. The data analysis was performed using content analysis technique. The research findings revealed that 1) the highest search volume of communication regarding e-cigarettes across all social media platforms in 2022, amounting to 100 relative search units. 2) The amount of e-cigarette communicators in terms of sellers of e-cigarettes was higher than the campaigners and news outlets. 3) The content related to e-cigarettes on social media can be categorized into information concerning the demand for e-cigarette use and information about legal regulations associated with e-cigarette consumption. The research results can help organizations that promoting e-cigarette awareness understand the context and provide a foundation for communication, policy setting, and communication guideline for enhancing sustainable development goal 3: Good health and well-being

The Corporate Identity Development for the Digital Communication Arts Program Nakhon Phanom University through Participatory Action Design

2024-08-09T14:07:28+07:00

This research aimed to study and analyze stakeholders' needs in creating a corporate identity, to design and create a corporate identity using a participatory action design process, and to evaluate the effectiveness and satisfaction toward the corporate identity for the Digital Communication Arts program, Nakhon Phanom University. The sample consisted of 47 stakeholders, including students, lecturers, alumni, graduate employers, and executives. Research instruments included a semi-structured interview form, a participatory observation form, and a design evaluation form. The findings revealed that 1) the participatory design process led to the creation of a logo and media identity that effectively reflected the program's identity, and the overall mean score of the logo was 4.48 (S.D. = 0.59). 2) The expertise rated the media identity at the overall mean score of 4.57 (S.D. = 0.55) both in aesthetics, appropriateness, and communication effectiveness. However, 3) an opinion on the consistency of the media identity with organizational culture and university context were rated at the lowest overall mean score of 4.20 (S.D. = 0.84).

A Study of the Relationship between Behavior and Attitude towards Organizing Recreational Activities of the Students at Rajamangala University of Technology Srivijaya. Songkhla Campus

2024-09-11T15:27:24+07:00

The objectives of this research are to study the level of practical behavior and the attitude regarding the recreational activities organizing of students at Rajamangala University of Technology Srivijaya Songkhla Campus and to study the relationship between practical behavior and attitude regarding recreational activities organizing of students at Rajamangala University of Technology Srivijaya Songkhla Campus. The sample consisted of 103 undergraduate students from Rajamangala University of Technology Srivijaya Songkhla Campus using simple random sampling by drawing. The questionnaire was used to collect the data. The statistics used in this research consisted of means, standard deviation, and correlation values. The results showed that 1) the practical behavior regarding the recreational activities organizing of the students was at the highest level (=4.53, S.D. =0.38); 2) the attitude regarding the recreational activities organizing of the students was at the highest level (= 4.58, S.D. =0.35); 3) the relationship between practical behavior and attitude regarding the recreational activities organizing of the students was at. 54, which is positive at a moderate level with a statistical significance level at the.01 level.

Naming of the Auspicious plants: Strategies of Word formation, Meanings, Attitudes and Beliefs

2024-08-09T19:27:57+07:00

This article aims to study word formation strategies for creating auspicious plant names, the meaning creation of the names of auspicious plant species, and the attitudes and beliefs reflected according to the naming of auspicious plant species. This research is qualitative research The concepts of names and naming, word formation, meaning, and attitudes and beliefs were used as a guideline for study. The information used in the study consisted of 1,060 names of auspicious plant species, from books and journals related to auspicious plants as well as auspicious plant websites. The results found that 1. for the strategies used for naming auspicious plant species, it was found that the word structure of these names can be divided into three types: single words, compound words, and phrases or sentences. Key linguistic features in naming auspicious plant species include repeating words to reiterate their meaning, adding words to the main word, using colloquial terms to highlight uniqueness, using adjectives to enhance meaning, using Pali-Sanskrit words, describing the characteristics of the plant, interpreting from the plant's appearance, using homophones to compare with auspicious words, and incorporating auspicious numbers. 2. For the meaning creation conveyed by the names of auspicious plants, there were three main types, including creating meaning through names with auspicious meaning; for example, words that signify prosperity, good luck, and wealth enhance the value and significance of the plant species; creating meaning through storytelling, it is a way to present the situation that connects with each other to tell positive stories about the plants, which can transform names with negative connotations into positive ones; creating meaning through beliefs, which each auspicious plant species carries associated beliefs, such as the belief that planting a certain species will bring various good things. 3. For the attitudes and beliefs reflected in the naming of auspicious plant species, including traditions and culture, beliefs indicating desires for happiness and fulfilment in daily life, and commercial aspects, which the new names were created to replace old names for commercial purposes with more auspicious and melodious ones.

Obstacles to Success: Problems in Thai Language Communication in Speaking and Listening of Chinese Students Studying Thai as a Foreign Language

2024-08-20T09:22:23+07:00

The objective of this research was to study the problems of using Thai language for communication in speaking and listening of Chinese students studying Thai as a foreign language. The qualitative research was used as a research methodology with in-depth individual interviews. The target group consisted of 5 teachers who were experts in teaching Thai as a foreign language with not less than 5 years of teaching experience and 12 Chinese students majoring in Thai language for foreigners, totaling 17 people. The research instrument was a semi-structured interview form, and the data were presented in descriptive analysis. The research results found that the problems of using Thai language for communication in speaking and listening of Chinese students studying Thai as a foreign language were caused by the differences in the sound systems between Thai and Chinese language. In terms of problems of Thai communication in listening, the problems in distinguishing initial and final consonants, short and long vowels, and tones in Thai language were found. In terms of problems of Thai communication in speaking, problems in pronouncing initial and final consonants, short and long vowels, and word order in Thai sentences result in errors in communication. In terms of obstacles in instructional management of Thai language to Chinese students, it was found that Chinese students rely on language translation programs, which result in a lack of self-communication skills; a lack of practicing was the cause of the unfamiliarity of Thai language; and a lack of understanding of culture, resulting in incorrect and inappropriate language use in the context of communication.