Journal of Humanities and Social Sciences Nakhon Phanom University

Corporate Image of Faculty of Engineering Prince of Songkla University: A Case Study of Southern Innovation and Technology Expo 2024 (SITE 2024)

Khatiyaporn Jaroenwatanan — 2025-04-29

This research aimed to investigate public relations guidelines for the corporate image of the Faculty of Engineering, Prince of Songkla University, and the perspective and the opinions of the corporate image from a case study of Southern Innovation and Technology Expo 2024 (SITE 2024). comprised 19,073 visitors at SITE 2024, and there were 1,334 people who responded to the questionnaire as a sample group. A research tool was an online 5-level rating scale questionnaire. The data analysis used descriptive statistics, including frequency, percentage, mean, and standard deviation (S.D.). The study found that 1) public relations guidelines to promote the corporate image of the Faculty of Engineering, Prince of Songkla University found that the level of opinion from 4 aspects of the SITE 2024 activity has positively affected the corporate image at the highest level, including 1. personnel image; 2. corporate social responsibility; 3. academic quality; and 4. communication and public relations. The public relations activity should create both an internal and external corporate image and should plan public relations strategies to promote the image toward social academic service to the community, and 2) community engagement and support from external organizations significantly affected the image of the Faculty of Engineering, as well as commercial research that can be applied to the industry and utilized effectively.

Awareness and Acceptance of Risk Factors Influencing the Digital Currency Usage Intention in Thailand

Konjanart Ketkul — 2025-04-29

This study aims to study the levels of risk awareness, technology acceptance, and intention to use digital currencies in Thailand and study risk awareness and technology acceptance factors affecting the intention to use digital currencies in the country. The sample of this quantitative research consisted of 400 Thai nationals who have never used but are considering using digital currencies for investment purposes. The data was collected through an online questionnaire via Facebook, utilizing non-probability convenience sampling. The data analysis used means, standard deviations, and multiple regression analysis. The findings revealed that 1) the overall level of risk awareness was high, 2) the overall level of technology acceptance was at the highest level, 3) the overall level of intention to use digital currencies in Thailand was at the highest level, and 4) financial and time-related risk factors significantly influence the intention to use digital currencies. From the hypothesis testing, it was found that transaction fees, the duration of time required to learn how to use digital currencies, and the duration of time spent on the registration process negatively affected the intention to use digital currencies in Thailand, and the worthiness of time invested positively influenced the intention to use digital currencies in Thailand, significantly at the 0.05 level.

The Causal Relationship Model of University Support Perception and Entrepreneurial Characteristics Affecting Entrepreneurial Intention of Undergraduate Students at Rajabhat Roi Et University

Mongkol Ekkaphan — 2025-04-29

This research aimed to study causal structural relationship among university support perception, entrepreneurial characteristics, and entrepreneurial Intention of undergraduate students and study the entrepreneurial characteristics as the mediator between university support perception and entrepreneurial Intention of Rajabhat Roi Et university undergraduate students. The sample were 235 undergraduate students who enrolled in the entrepreneurship for modern trade business course in the academic year of 2023 using stratified random sampling. A questionnaire was used as the instrument. Statistics such frequency, percentages, mean, standard deviation, skewness, kurtosis, correlation coefficient, and path analysis were used to find out causal relationship with structural equation models (SEM). The results showed the measurement model was valid and well-fitted to the empirical data with c²/df= 2.667, p-value=0.06, TLI=0.979, CFI=0.986, NFI=0.964, IFI=0.987, AGFI=0.947, SRMR= 0.036 and RMSEA=0.05. The university support perception had not affected the entrepreneurial intention and had a positive effect on entrepreneurial characteristics, and entrepreneurial characteristics have a positive effect on the entrepreneurial intention. 2) Entrepreneurial characteristics as a mediator had a relationship between university support perception and entrepreneurial intention of Rajabhat Roi Et university undergraduate students in order to serve as a guideline for the preparation of strategic plans to guide and strengthen the cooperation network in supporting students to become entrepreneurs who are visible and ready to work together effectively and create awareness among educational institutions and relevant agencies about the importance of further developing entrepreneurial skills.

Consumer’s Perception Towards Graphic Designs on Packaging of Community Product Development to Increase the Commercial Value of Wang Prao Pattana Farmers Group, Ko Kha District, Lampang Province

Anita Pradain — 2025-04-29

This research aims to Study the problems and development of processed products, satisfaction and consumer perceptions with the brand and graphics on packaging within the Wang Phrao Pattana group. This is a mixed-method research approach combining qualitative and quantitative research. The research was conducted using interviews and questionnaires, with qualitative data collected from 20 informants and a quantitative sample of 407 consumers, using purposive sampling. The statistical methods employed include percentages, mean ( ), standard deviation (S.D.) independent t-test, One-Way ANOVA, and content analysis. The research findings indicate that the community has expertise in food and dessert making but lacks the use of raw materials in the community for processing and appropriate branding and packaging that reflects their unique identity, which can enhance recognition and perception among consumers. Therefore, new graphic designs for the packaging were created and evaluated by experts to determine the most suitable designs. The graphic elements on the packaging. and have experts evaluate it until they get the most appropriate design. These designs were then assessed for user satisfaction, which was at a high level. When evaluated with consumers, it was found that consumer perception of the brand design and graphics on the packaging facilitated easier purchasing decisions ( = 4.48, S.D. = 0.70). Gender showed differences affecting perceptions of typography, while age exhibited differences (t[0.8], Sig = .01, p < .05) impacting perceptions of graphics on packaging. Education level (F[3.22], Sig = .04, p < .05) and marital status also showed significant differences (F[3.55], Sig = .02, p < .05) affecting perceptions of modern graphic design with statistical significance at .05.

The Study of Factors Influencing Decision-Making and Satisfaction in the Use of Rice Combine Harvester Service: A Case Study of Farmers in Nakhon Phanom Province

Supunnee Kiaokrai — 2025-04-29

This research aims to study the factors influencing the decision to use rice combine harvester services and the satisfaction with those services. The population for this study consists of rice farmers in Nakhon Phanom Province who have previously used the rice combine harvester service for wet-season rice. The sample group includes farmers with at least two years of experience using the harvesting service and 25 years of age or older, across 12 districts in Nakhon Phanom Province, totaling 120 samples. The tools used in this research include a questionnaire developed by the research team, created by gathering information from relevant knowledge sources and interviewing involved individuals. The questionnaire comprises general information, factors influencing decision-making, satisfaction assessment, and additional comments. The quality assessment of the questionnaire yielded an Index of Item-Objective Congruence (IOC) of 0.96 and a reliability coefficient of 0.89. Data were collected from the sample group and analyzed using basic statistics, including frequency, percentage, mean, and standard deviation. The research findings revealed that 1) the main reason for using rice combine harvester services was labor shortages ( = 4.43), 2) the primary reason for choosing a service provider was using the harvester services of relatives or acquaintances ( = 3.94), and 3) the main reason for the necessity of using combine harvester services was contract violations in service queuing ( = 3.58). Regarding satisfaction, the overall satisfaction level was very high ( = 3.69), with 1) satisfaction with the quality and quantity of harvested rice rated satisfactory ( = 3.40), 2) satisfaction with the methods and services before and after harvesting rated very satisfactory ( = 3.81), 3) overall satisfaction with other supporting activities for harvesting rated very high ( = 3.93), and 4) satisfaction with government assistance in the rice quality improvement project rated very high ( = 3.63).

Service Quality Affecting the Decision-making to Use Domestic Low-Cost Airlines: A Case Study of AirAsia at Nakhon Phanom Airport

Naphat Hongsawong — 2025-04-29

This research aimed to investigate personal information, the service quality of low-cost airlines, and the decision-making process for using such airlines, as well as to examine the relationship between service quality and the decision-making to use low-cost airlines: AirAsia at Nakhon Phanom Airport. The study adopted a quantitative research approach utilizing a questionnaire as a research tool for data collection. The sample comprised 400 passengers who used domestic low-cost airline services provided by AirAsia at Nakhon Phanom Airport using a simple random sampling method. Data was analyzed using statistical software to calculate the mean (), standard deviation (S.D.), and Pearson’s Correlation to evaluate the relationships. The research findings revealed that the majority of passengers using domestic low-cost airline services at Nakhon Phanom Airport were female, aged 20–30 years, held a bachelor’s degree, were self-employed or engaged in trade, and had an average monthly income of 20,001–25,000 THB. They attributed high importance to overall service quality, reflected in a mean score of 4.05. The decision-making to use low-cost airlines overall was at a high level, with a mean score of 3.96, and 2) service quality demonstrated a moderate correlation with passengers' decision-making in choosing low-cost airlines. The reliability aspect has a high level of relationship, while the tangible aspect has a very low level of relationship.

Business Management Efficiency Affecting the Business Success of Durian Orchard Entrepreneurs in Chanthaburi Province

Siripa Wittayapornpipat — 2025-04-29

This research aims to study the efficiency of business management and success factors in business operationof durian orchard operators in Chanthaburi Province, and analyze the relationship of business management efficiency that influences the business success of durian orchard entrepreneurs in Chanthaburi Province. The sample used in the research was 385 households of durian orchard operators in Chanthaburi Province. This study employed stratified random sampling, with strata defined according to the size of the durian orchards.The material used to collect data was a questionnaire. The statistics used to analyze the data were descriptive statistics including percentage, mean and standard deviation, and inferential statistics such as multiple regression analysis. The research results found that 1) the opinion of durian orchard operators in Chanthaburi Province on the efficiency of business management was at a high level. 2) The opinion towards business success was at a high level, and 3) business management efficiency positively influenced the business success of durian orchard operators in Chanthaburi Province significantly at the 0.05 level includes knowledge management, corporate communications, and participation. The coefficients were equal to 0.23, 0.12, 0.35, respectively. Various variables can explain 65.20 percent of the variance in business success (Adjusted R² = 0.652) and there is a standard error in prediction of 0.366 when brings the value the coefficients of the predictors to write as an equation for predicting the efficiency and success in business operations of durian orchard entrepreneurs in Chanthaburi Province (Y) with the following equation: Y = 0.87 + 0.23X₂ + 0.12X₄ + 0.35X₅

The Mediating Effect of Customer Satisfaction on the Relationship between Servicescape and Customer Loyalty of Coffee Shops Decorated in a Natural Style in Nakhon Ratchasima Province

Kamonphan Ploymuenwai — 2025-04-29

The purpose of this research is to study the servicscape affecting customer loyalty in nature-themed coffee shops in Nakhon Ratchasima province. This research is a quantitative study that studies individuals who have experienced services at coffee shops that incorporate servicescape design in a natural style within Nakhon Ratchasima. 400 samples were selected using non-probability sampling. The statistics used in data analysis included percentage, mean, standard deviation, and hypotheses were tested using multiple regression analysis. The research findings revealed that 1) the levels of servicescape in the aspect of customer satisfaction and customer loyalty of the customers who experienced the services in nature-themed coffee shops in Nakhon Ratchasima province were at a high level. 2) Servicescape factors are positively correlated with both customer satisfaction and customer loyalty. Additionally, customer satisfaction is significantly and positively correlated with customer loyalty at the 0.05 level, and 3) customer satisfaction as a mediating variable between the servicescape affected customer loyalty, with a total effect size of 0.74. These results indicated that customer satisfaction partially mediates the influence of the servicescape on customer loyalty. The servicescape indirectly positively affected customer loyalty through customer satisfaction significantly at the 0.01 level.

Community adaptation process in community tourism development and its impact on local economy: A case study of Praek Nam Daeng community, Samut Songkhram province

Chitchanuwat Maneesrikum — 2025-04-29

This research aims to study the social, cultural, and economic contexts influencing community adaptation in organizing tourism activities, explore stakeholders’ perspectives, and propose sustainable tourism development strategies. This qualitative research employed a critical ethnographic methodology. Key informants included 15 community leaders who are part of the local tourism management team, 5 local government administrators, 2 executives and managers of "Khao Mai Pla Mun" restaurant, and 10 tourists who participated in the activities. Data was collected through in-depth interviews and participant observation and analyzed using an integrated approach combining three analytical methods. The findings revealed that 1) The Praek Nam Daeng community integrates its traditional way of life with tourism activities, using local culture and wisdom as the primary selling points while simultaneously developing diverse tourism activities to support the local economy and meet tourists' needs. 2) The perspectives and experiences of stakeholders regarding success and challenges included the adaptation of power dynamics and roles within the community, perspectives on conflicts and negotiations between conservation and development, sustainability-oriented development and environmental negotiations, the distribution of benefits within the community, and shared experiences. 3) Factors contributing to the success of community-based tourism in the context of Praek Nam Daeng included the community adaptation to increase its appeal and attract new customer segments while maintaining the conservation of its traditional way of life and the environment

The Relationship Between Sustainability Report Disclosure and Certification as a Member of the Thai Private Sector Collective Action Against Corruption of Listed Companies on the Stock Exchange of Thailand

Satha Waroonkun — 2025-04-29

This research aims to investigate the relationship between sustainability reports and the certification as a member of Thai private sector collective action against corruption (CAC) among listed companies on the Stock Exchange of Thailand. Secondary data were collected from Form 56-1 for the year 2023, totaling 546 samples. Statistical analysis, specifically logistic regression, was employed to test relationships. The findings reveal a positive association between sustainability reports and CAC membership certification. Furthermore, a detailed analysis indicated that increased environmental disclosure is associated with a higher likelihood of CAC membership certification. This research highlights the correlation between businesses prioritizing sustainable development and their emphasis on CAC membership certification. Compliance with standardized sustainability reporting and CAC membership demonstrates stakeholder engagement and responsible business operations. Anti-corruption measures foster transparency, regulatory compliance, and prevent illegal practices that harm both companies and economic growth.

The Influence of Continuous Environmental Social and Cooperate Governance (ESG) Responsibilities Disclosure on the Performance and Sustainable Growth of Sustainable Stocks Listed on the Stock Exchange of Thailand

Ubonwan Khunthong — 2025-04-29

The purpose of this study was to investigate the influence of continuous environmental social and corporate governance (ESG) responsibilities disclosure on the performance and sustainable growth of sustainable stocks listed on the Stock Exchange of Thailand. The quantitative research method was employed, using panel data collected over the past five years since 2019 to 2023 from financial reports and Form 56-1. The purposive sampling was used to select the target group consisted of 166 companies ranked by the Stock Exchange of Thailand as sustainable stocks for the year 2023, with complete and accurate financial data, totaling 830 financial statements. The data analyses were Levin, Lin & Chu (LLC) stationary test and Fixed Effect Regression. The results showed that the continuous disclosure of corporate governance report (CGR) had a negative influence on performance and sustainable growth significantly at the .01.

The Effects of Organizational Climate and Job Learning Efficiency on the Job Performance of Procurement Officers in the Higher Education Institutions in the Northeastern Region of Thailand

Pawarisa Saengkham — 2025-04-29

The objective of this research was to test the relationship and effects between organizational climate, job learning efficiency, and the job performance of procurement officers in the higher education institutions in the northeastern region of Thailand. The questionnaire was used as a tool to collect data from 248 procurement officers in the higher education institutions in the northeastern region of Thailand. Statistics used in data analyses included mean, standard deviation, correlation analysis, and multiple regression analysis. The research results found that 1) organizational climate regarding organizational structure and opportunity supporting and warmth had a relationship and positively affected the job learning and development from doing and learning and development from other people, 2) There is a relationship and positive impact of learning efficiency regarding the job learning and development from other people on job performance in terms of quality of work, volume of work, speed and punctuality, and the efficient use of resources, and 3) there is a relationship and positive impact of organizational climate regarding organizational structure and acceptance of conflict on job performance in terms of quality of work, volume of work, speed and punctuality, and the efficient use of resources. In conclusion, organizational climate and learning efficiency had a positive impact and relationship on job performance. The results obtained from this research can be used as a guideline for improving the setting of the organizational climate to be consistent with the development of learning efficiency on the job effectively and used as information for managing the organizational climate that is appropriate, clear, and conducive to further work.

Modern Internal Auditing Affecting Organizational Goals Achievement of Listed Companies in the Stock Exchange of Thailand

Jirarat Kamthong — 2025-04-29

This study aimed to examine the relationship and effects of the modern internal auditing on the organizational goals achievement of listed companies in the stock exchange of Thailand. The research methodology consisted of data collection from 931 directors or heads of internal audit departments of listed companies in the stock exchange of Thailand. 359 participants have responded to the questionnaire. The statistics used for data analysis consisted of multiple regression analysis, simple regression analysis, and multiple regression analysis. The results showed that 1) the modern internal auditing regarding participatory internal audit planning, progressive and creative internal audit operations, knowledge integration and work modernization, and continuous reporting and follow-up evaluation has a positive relationship with the organization goals achievement of the companies in SET; 2) the modern internal auditing in the aspect of participatory internal audit planning, knowledge integration, work modernization, and continuous reporting and follow-up evaluation has positive impacts on the organization goals achievement of the companies in SET. Thus, the results indicate that modern internal audits help organizations reduce duplication and errors in working and achieve the set goals.

Effects of Digital Accounting Competency on Work Quality of Accountants of Local Government Organizations in Nakhon Phanom, Sakhon Nakhon and Mukdahan

Artittiya Wongphabut — 2025-04-29

This study aimed to examine the impact of digital accounting competencies on the work quality of accountants in local administrative organizations across Nakhon Phanom, Sakon Nakhon, and Mukdahan provinces. A total of 172 accountants participated in the study. Data were collected through questionnaires and analyzed using multiple correlation and multiple regression analyses. The findings indicated that digital accounting competencies specifically in financial communication, information retrieval, creativity in accounting innovation, professional knowledge, and ethics and attitude are positively associated with work quality. However, proficiency in accounting and business software showed no significant correlation with work performance. The study highlighted that the accountants are dramatically able to used accounting software and digital tool for managing accounting information effectively. This helped to reduce redundant tasks and minimize errors from calculations or data entry, while enabling accurate data verification and analysis. This leads to more effective financial decision-making for the organization. Therefore, accountants in local administrative organizations should prioritize the adoption of digital accounting competencies, particularly in the use of accounting and business software, to enhance the efficiency of financial and fiscal management. This leads to more systematic, accurate, and verifiable operations. Key benefits include improved efficiency in financial data recording and reporting, enhanced transparency in accordance with good governance principles, support for strategic planning, responsiveness to the organization’s digital transformation, and increased security in data storage and access aligned with established financial reporting standards.

Development of Intelligent Educational Guidance Platform with AI Chatbot to Promote Public Relations for Educational Technology and Communication Curriculum

Nawaphas Chankham — 2025-04-29

The objectives of this study were to design and develop an intelligent educational guidance platform with an AI chatbot to promote public relations for educational technology and communication curriculum, to study the results of the use of an intelligent educational guidance platform with an AI chatbot, and to study students and interested parties' satisfaction toward the intelligent educational guidance platform with an AI chatbot. group consisted of 60 undergraduate students of Educational Technology and Communication, faculty of Technical Education at Rajamangala University of Technology Thanyaburi, and interested parties in the academic year 2024 using simple random sampling. The research instruments consisted of an intelligent educational guidance platform with an AI chatbot to promote public relations for educational technology and communication curriculum, a content quality and media quality evaluation form, an application result evaluation form, and a satisfaction questionnaire. The data was analyzed using the mean and standard deviation. Results revealed that: 1) the developed platform achieved an excellent level of content quality and media quality. 2) Post-usage scores were significantly higher than pre-usage scores at the .05 level, and 3) user satisfaction was at the highest level. This platform has the potential to effectively advertise and support interested parties to be able to access information instantly and accurately.

Strengthening Skills in Understanding and Using Digital Technology Through a Training Model Based on the Concept of Collaborative Learning to Enhance the Digital Competence of Songkhla Municipality School Teacher

Chatchawan Chumruksa — 2025-04-29

This research aimed to study the problems and needs in strengthening the skills of understanding and using digital technology, develop a training model based on the collaborative learning concept, study the effects of using the training model based on the collaborative learning concept, and evaluate the aforementioned training model. The research and development method consisted of 4 steps: Step 1: Study the problems and needs in strengthening the skills of understanding and using digital technology; Step 2: Develop a training model based on the collaborative learning concept; Step 3: Study the effects of using the training model based on the collaborative learning concept; Step 4: Evaluate the training model based on the collaborative learning concept.The sample consisted of 147 teachers of Songkhla Municipality School, using multi-stage random sampling and five experts using purposive sampling.The research instruments included a questionnaire on problems and needs of training models, a training model, collaborative learning behaviors and satisfaction assessment form. The statistics used in this research were mean, percentage, standard deviation, and t-test dependent. The research results revealed that 1. The overall level of problems and needs was high. 2. The training model consists of the following components: 1) Context, 2) Input, 3) Process, 4) Output, and 5) Feedback; it comprises four main stages including: 1) Pre-training stage, 2) Training implementation stage, 3) Evaluation stage, and 4) Post-training follow-up stage. The effectiveness of the training model, as measured by the E1/E2 efficiency index, was found to be 82.27/83.17. 3. The skills of understanding and using digital technology were higher than the 80 percent criterion with statistical significance at the 0.01 level. The overall collaborative learning behavior was at the highest level, the overall satisfaction was at the highest level, and 4. The overall appropriateness of the training model was at the highest level.

People Participation in Creating a Resource Management Mechanism for the Ban Sai Nuea Community, Na Luang Sen Subdistrict, Thung Song District, Nakhon Si Thammarat Province

Prakit Chaithada — 2025-04-29

This research aimed to study factors affecting the enhancement of cooperation in community resource management, to study the potential of natural resources, the utilization of community resources, and guidelines for community resource conservation, and to create a mechanism to manage community resources with a participatory process with parties in the Ban Sai Nuea area, Na Luang Sen, Thung Song District, Nakhon Si Thammarat Province. The study employed participatory action research (PAR). Data was collected through questionnaires from 97 people in the area, in-depth interviews on the potential and utilization of natural resources and conservation strategies, and participatory focus group discussions to create mechanism in community resource management involving 10 representatives from community leaders, organization leaders, and government officers. The results were as follows: 1) The overall average value of the factors influencing the promotion of collaboration in community resource management was 4.41 (S.D. = 0.55). When considering in each aspect, it was found that participation in benefit-sharing had the highest average value at the average of 4.51 (S.D. = 0.50). 2) Ban Sai Nuea is a community that has important natural resources such as community forests, water sources, and agricultural areas with a management system that combines community rules, local wisdom, and support from government agencies. and 3) Participatory community resource management mechanisms consist of: (1) the establishment of a community resource management committee with representatives from all sectors; (2) the management of forest and environmental resources through conservation measures; (3) water and energy management by developing water storage systems and promoting the use of renewable energy; and (4) the appropriate use of land and agricultural resources.

The Knowledge and Understanding about Online Sales Tax of People: A case study of Nakhon Phanom Province

Boonlert Phokham — 2025-04-29

This research aims to study the knowledge and understanding of tax compliance and analyze the factors affecting tax compliance, as well as propose guidelines to improve people's tax knowledge in Nakhon Phanom Province regarding online commerce tax. A mixed-method approach was employed as a research methodology. The target group was selected through purposive sampling, consisting of 150 online business entrepreneurs for responding to questionnaires and 10 entrepreneurs participating in in-depth interviews. Research tools included questionnaires and in-depth interview form. Data was collected from academic documents, related research, surfing the internet, questionnaires, and in-depth interviews. The data analysis utilized qualitative methods to explore the people's knowledge and understanding of online commerce-related taxation in Nakhon Phanom Province.The findings revealed that 1)online business entrepreneurs had a moderate level of knowledge about VAT, with an average score of 3.5. The average score for tax filing was 3.6, and business registration was 3.4, but there was confusion regarding VAT calculation and withholding tax. 2) Key factors influencing tax compliance among entrepreneurs included tax knowledge, ease of tax payment, and government support, with an average score of 3.7 for online tax filing. 3) Guidelines to improve tax knowledge should focus on training programs and the development of accessible media for public relations, such as websites or mobile applications provided by the Revenue Department, to enhance the accessibility or people who engage in online commerce.

Cultural Capital Management Strategies through Participatory Approaches: A Guideline to Enhancing the Community Economy in Tha Khanun Subdistrict, Thong Pha Phum District, Kanchanaburi Province

Nobparat Chaicnana — 2025-04-29

This research aims to develop cultural capital management strategies through participatory processes of community, and apply the developed strategies via the 'Talad Nang Yong' street market festival to enhance the local economy, as well as study the economic and social impacts at Tha Khanun Subdistrict. The target group consisted of 48 key informants, including representatives of Mon, Karen, and indigenous Thai ethnic groups; community leaders; youth; cultural entrepreneurs; and local government officers. Data were collected using semi-structured interviews, participatory observation form, and focus group discussions form. The findings revealed that 1) Tha Khanun Subdistrict has strong and diverse cultural capital across four dimensions: traditional rituals, local cuisine, indigenous products, and folk arts and performances; 2) applying the strategies in the 'Talad Nang Yong' street market festival help revitalizing cultural capital, promoted creative product development, and fostered immersive cultural tourism activities that consistently attracted visitors; and 3) the strategies led to a 25% increase in average household income, enhanced community solidarity, empowered youth in cultural transmission, and promoted systematic management of public spaces. In conclusion, cultural capital management strategies through participatory approaches is a crucial mechanism for enhancing economy and fostering social sustainability of multicultural communities Concretely.

Monitoring and Evaluation Research of Basic Education Level Teacher Development under Department of Learning Encouragement that Appropriate for Learning in the 21st Century

Koolchalee Chongcharoen — 2025-04-29

The objectives of this research were to (1) study the conditions, problems, obstacles, and success factors for teacher development, (2) assess teacher development results, and (3) propose policy recommendations for basic education level teacher development under Department of Learning Encouragement. The research was divided into 3 phases: Phase 1 was qualitative research, Phase 2 was quantitative research, and Phase 3 was qualitative research. Key informants were 19 educational administrators, school administrators and teachers, and 7 experts. The sample consisted of 116 school administrators and teachers. Qualitative informants were obtained by purposive selection, and quantitative informants were obtained by random sampling of 3% of all schools. The research instrument were group discussion questions and questionnaires with reliability values of .94 and .92. Data were analyzed using mean, standard deviation and content analysis. The research results showed that 1) there are clear policies and plans for teacher development, policy communication, and monitoring and evaluating system for teacher development. However, some policies were changed frequently and lack of setting development goals. 2) The teacher development results showed teachers’ knowledge and understand about teacher’s roles and learning management, as well as ability or skills in learning management, and characteristics of being a teacher were rated at the high level; and 3) policy recommendations were as follows: (3.1) there should be a national overall teacher development policy; (3.2) teacher development curriculum should prioritize on teachers and educational administrator’s needs; (3.3) there should be cost-effective management of resources for teacher development; (3.4) teacher should be able to manage the promotion and development themselves appropriately; and (3.5) collaborative network for teacher development should be promoted in line with the determinate policy and strategic plan.

The Effects of Learning Management Through Design Thinking Process in Creating Localized English Language Teaching Innovation of Pre-service Teachers

Angcharin Thongpan — 2025-04-29

The purposes of this research were to compare the pre-service teachers’ ability score in creating localized English language teaching innovation before and after using learning management through design thinking process, and to evaluate the pre-service teachers’ competence in creating localized English language teaching innovation. The sample consisted of 18 third-year English major students from the faculty of Education and Human Development who were studying in the first semester of the academic year 2024 using sample random sampling. The experiment was carried out for 14 weeks, 3 hours each, 42 hours in total. The research instruments employed in this research were 1) 14 lesson plans using learning management through Design Thinking process, 2) a localized English language teaching innovative creation test, and 3) an evaluation form to evaluate the ability in creating localized English language teaching innovation. The data was analyzed using mean, standard deviation and the paired samples t-test. The results of the study were: 1) The pre-service teachers’ ability score in creating localized English language teaching innovation after the instruction by using the learning management through design thinking process was significantly higher than the ability before learning at the .05 level. 2) The pre-service teachers’ competence in creating localized English language teaching innovation was at a high level ( = 4.02, S.D. = 0.86). The learning management through design thinking process significantly improved pre-service teachers in creating localized English language teaching innovation abilities and the pre-service teachers’ competence in creating localized English language teaching innovation as a high level.

Utilizing Drama Process and Social Service Learning to Enhance Lifelong Learner among Private University Students

Anackaorn Buramatdhananon — 2025-04-29

This research aimed to develop a process for enhancing the characteristics of lifelong learning attributes among students in private university by utilizing the concepts of drama for learning and social service learning. A mixed methods research design was employed, combining document analysis and in-depth interviews with faculty members from private universities and experts in lifelong learning, using purposive sampling to identify participants. This process led to the identification of key characteristics of lifelong learners in the context of private university. In-depth interviews were also conducted with experts in service-learning and drama-based learning, also selected through purposive sampling. These informed the development of an integrated approach using both drama and social service learning methods. An action research study was then conducted with six volunteer students from a private university. Research tools included pre- and post-assessment questionnaires designed with a rating scale, analyzed using the Wilcoxon t-test, along with focus group discussion recordings to capture changes in participants. The findings revealed that the essential characteristics of lifelong learners among private university students included: the ability to live harmoniously in a diverse society, possessing a global perspective, managing multiple dimensions of life, being self-directed learners, acting as thought leaders and change agents, and understanding the processes of learning itself. The approach integrating drama and service-learning consisted of five main stages: (1) equipping students with tools for learning and drama, (2) conducting community fieldwork to identify local needs, (3) creating theatrical performances based on real community issues, (4) staging performances to foster shared experiences, and (5) summarizing and evaluating the learning outcomes from the drama creation process. The evaluation of the drama process and social service learning utilization revealed that students developed all targeted characteristics of lifelong learners of private university students.

The Development of Scientific Literacy Using Phenomenon-based Learning with Technology Media for Grade 6 Students

Pornsinee Kimpee — 2025-04-29

The objectives of the research were to develop scientific literacy of grade 6 students using phenomenon-based learning with technology media. The target group consisted of 22 grade 6 students, who were studying at Opportunity Expansion School in Ban Phai District, Khon Kaen Province, semester 1 academic year of 2024. The research design was action research with three operating cycles. The research tools were: 1) the research practice instrument, which consisted of 6 lesson plans for the Science subject using phenomenon-based learning combined with the use of technology media in Unit 3: Phenomena of the World and Natural Disasters, totaling 12 hours, with a high level of quality and appropriateness ( = 4.50); 2) the reflection tools, including (1) teacher's learning management recording forms, (2) teacher and student behavior observation forms, (3) student interview forms, (4) ended-inspiral of the scientific literacy test; and 3) the assessment tools, consisting of the scientific literacy test in which the difficulty value (P) was during 0.30-0.69, the discriminant power (r) was during 0.25 -0.60, and reliability was 0.83. The assessment consists of 30 items, developed according to the PISA 2015 evaluation framework. Descriptive statistics, including mean, standard deviation, and percentage, were used to analyze quantitative data. Qualitative data was analyzed using content analysis. The research findings indicated that the students have an average science literacy score of 29.45 out of a total of 60, with a standard deviation of 5.17. The overall science literacy level of the class is at level 2, which is the basic level according to PISA. There are 18 students out of 22 who meet or exceed the level 2 science literacy standard, which accounts for 81.82% of the total number of students, exceeding the set benchmark.

The Development of Creative Writing Ability of Grade 10 Students Using Creativity-based Learning with ChatGPT

Theerathorn Rangseepanya — 2025-04-29

This research aims to develop creative writing ability for grade 10 students using creativity-based learning with ChatGPT to help the students increase a mean score of 70% or higher and to help at least 70% of students pass the prescribed criterion he target group consisted of 40 students from Grade 10/5 in the first semester of the academic year 2024 at Kaennakhonwitthayalai School using purposive sampling. This study was an action research with 3 action cycles. The research instruments consisted of 1) 6 lesson plans for 12 hours using creativity-based learning with ChatGPT, 2) a learning outcome record form, 3) a teacher and student behavior observation form, 4) a student interview form, 5) a post-cycle creative writing ability test, and 6) a creative writing ability test. The quantitative data was analyzed using mean (), standard deviation (S.D.), and percentage. The content analysis was used to analyze the qualitative data. The findings found that the student creative writing ability’s mean score was 15.43, or 77.13% of the full scores, and 31 students, or 75.00%, passed the criterion, which is higher than the prescribed criterion. The research results indicated that creativity-based learning (CBL) with ChatGPT allowed students to develop creative ideas in writing and receive useful feedback for improving creative writing ability to be more effective.

Exploratory Factor Analysis of Knowledge and Understanding about Electronic Cigarettes among Public Health Volunteers in Bangkok

Pratana Cheveewat — 2025-04-29

This study explored the exploratory factor of knowledge and understanding regarding electronic cigarettes among public health volunteers in Bangkok. A survey research design was used for the study. The sample size was determined to be approximately 20 times the value of the 38 parameters. Subjects included the 760 Bangkok public health volunteers using the multi-stage sampling. The research instrument was a questionnaire developed from content scope, divided into two parts: general information about Bangkok public health volunteers and knowledge and understanding about electronic cigarettes, using the 5-point Likert scale (0-4) with a reliability coefficient of 0.86. Exploratory factor analysis was used to analyze data. The results found that there were 5 components with 38 indicators of knowledge and understanding about electronic cigarettes of Bangkok public health volunteers, namely: 1) Types and characteristics of e-cigarettes consisting of 8 indicators were able to explain 19.93 percent of the variance. 2) General facts about e-cigarettes consist of 8 indicators, which can explain 18.42 percent of the variance. 3) Health effects of e-cigarette use consisted of 8 indicators that can explain 18.28 percent of the variance. 4) Serious effects and diseases caused by e-cigarettes included 8 indicators that were able to explain 16.56 percent of the variance, and (5) laws and penalties regarding e-cigarettes consisting of 6 indicators that can explain 13.75 percent of the variance. All 5 components were able to explain a total of 86.91 percent of the variance.