Journal of Humanities and Social Sciences Nakhon Phanom University

Upgrading the Value Chain of Palm-based Products to Promote Tourism Bang Sai Subdistrict, Mueang District, Surat Thani Province

Manolee Penpong, Boonrirk Boonkong — Mon, 29 Dec 2025 00:00:00 +0700

This research aims to analyze the value chain of nipa palm in Bang Sai subdistrict, Mueang district, Surat Thani province. The objectives include studying the enhancement of the value chain for newly developed products from nipa palm. The data used in this research are collected from the population, including those who utilize nipa palm for processing into products for sale, stakeholders in the newly enhanced value chain of nipa palm products. The statistical methods used for analysis include frequency, percentage, mean, standard deviation, and social return on investment (SROI) evaluation. The study's findings indicate the following SROI results for various developed nipa palm products, Ongoing SROI for the development of Kanomjak is 1.92, SROI for the development of woven nipa palm products is 0.40, SROI for the development of nipa palm roofing sheets (Tab Jak) is 1.92, SROI for the development of nipa palm leaf rolls is 0.06, SROI for the development of local processed foods is 1.60, SROI for the development of Tao Huay with nipa palm milk is 0.32. SROI for the development of steamed curried fish wrapped in young nipa palm leaves is 0.16, SROI for the development of nipa palm tea is 0.51.

The Influence of Transformational Leadership on Organizational Performance Through Knowledge Management and a Learning Organization in the Food and Beverage Manufacturing Industry in Thailand

Narinthip Vongloonbootda, Piyachat Jarutirasarn, Wilailuk Sereetrakul — Mon, 29 Dec 2025 00:00:00 +0700

This study aims to analyze the causal factors influencing organizational performance in the food and beverage manufacturing industry in Thailand. as well as analyze the influence of the mediator variable, which includes knowledge management and learning organization, on organizational performance in the food and beverage manufacturing industry in Thailand. A quantitative research design was employed, utilizing a questionnaire as the primary data collection tool. The sample consisted of 380 managers working in food and beverage manufacturing enterprises. Probability sampling, specifically simple random sampling, was applied. Descriptive statistics and structural equation modeling were used to test the research hypotheses and analyze the data. The results revealed that 1) transformational leadership has a direct positive influence on knowledge management; and organizational performance and learning organization has a direct positive influence on organizational performance; 2) has a positive indirect influence on learning organization and organizational performance with knowledge management serving as the mediating variable, while transformational leadership and knowledge management also exert a positive indirect influence on organizational performance with learning organization acting as the mediator.

The Influence of Perceived Service Quality, Satisfaction, Trust and Commitment on Tourist Loyalty in Chiang Mai Province

Mon, 29 Dec 2025 00:00:00 +0700

This study aimed to examine the goodness-of-fit of a structural equation model (SEM) that explains the causal relationships among factors influencing tourist loyalty, and to investigate the impact of perceived service quality on satisfaction, trust, and commitment, as well as the influence of satisfaction, trust, and commitment on tourist loyalty in Chiang Mai Province. This research employed a quantitative approach using a questionnaire Sample group consisted of 400 tourists in Chiang Mai Province using convenience sampling. Data were analyzed using structural equation modeling. The findings revealed that: 1) the developed structural equation model demonstrated a good fit with the empirical data, meeting all standard goodness-of-fit indices, indicating that the model comprehensively explained the causal relationships among the variables; 2) perceived service quality had significant direct effects on tourists’ satisfaction, trust, and commitment; and 3) Satisfaction, trust, and commitment have a direct effect on tourist loyalty. The results suggest that fostering tourist loyalty may require additional influencing factors, such as perceived service quality and tourism marketing mix elements. provide practical implications for tourism entrepreneurs and destination managers, who can utilize these factors in planning and developing tourism destinations that better align with tourists’ needs, thereby enhancing business sustainability and competitive advantage.

Service Quality Factors and Corporate Image Factors Influencing the Selection of Domestic Express Mail Services (EMS) of Phayao Post Office

Kritsada Inon, Theerut Muenwongthep — Mon, 29 Dec 2025 00:00:00 +0700

This research aimed to examine the service quality and corporate image factors influencing the selection of domestic Express Mail Service (EMS) at the Phayao Post Office and to propose guidelines for service and corporate image development. This study employed a quantitative research methodology, using a questionnaire to collect data from a sample of 354 users of the domestic EMS at the Phayao Post Office. Data were analyzed using descriptive statistics and multiple regression analysis. The results showed that: 1) Overall service quality could jointly predict the selection of EMS at a rate of 38.3%, with a statistical significance level of .05. Two factors-reliability and service accessibility-had a statistically significant positive influence: 2) The overall corporate image could jointly predict the selection of EMS at a rate of 53.2%, also with a statistical significance level of .05. Four sub-factors-social responsibility, corporate credibility, image strength, and image identity-had a statistically significant positive influence. 3) Regarding development guidelines, the study suggested improving tangible experiences, such as providing adequate parking, enhancing the clarity of public relations signage, and introducing proactive services like mobile units in remote areas, to better meet diverse customer needs and sustainably strengthen the organization's image.

Assessing the Social Return on Investment for the Project to Enhance Cultural Product Entrepreneurs in the Traditional Community Economic Zone along the Mun River, Ubon Ratchathani Province

Napaporn Hongpukdee, Surbpong Hongpukdee, Somboon Saraphat — Mon, 29 Dec 2025 00:00:00 +0700

This research aimed to evaluate the Social Return on Investment (SROI) of the cultural entrepreneur enhancement project in the traditional community economic zone along the Mun River, Ubon Ratchathani Province. The study employed observational methods and in-depth interviews with relevant stakeholders, particularly cultural entrepreneurs. Determining the size of the target group utilized purposive sampling methodology and convenience sampling methods. Participants comprised 10 cultural entrepreneurs who expressed interest and voluntarily provided information and participated in the project. Research instruments included questionnaires and semi-structured interviews, as well as focus group discussions. Data analysis employed social outcome evaluation using Ex-Ante & Ongoing Evaluation methodology. The research findings revealed that the calculation of social return yielded a net Social Return on Investment (SROI) ratio of 2.38, indicating that every 1 baht invested in research implementation generated returns for entrepreneurs in both social value and economic value equivalent to 2.38 baht. Therefore, this research utilized the budget cost-effectively, creating benefits for society. Policy recommendations suggest that the SROI evaluation approach presented in this article should be adopted and applied by other organizations conducting activities or projects to systematically measure and evaluate investment cost-effectiveness in projects. These recommendations would enable organizations to allocate resources efficiently and maximize social benefits. Cultural entrepreneurs and related agencies can utilize the cultural capital enhancement model from this research for further development, particularly in promoting job creation and new career opportunities, developing cultural tourism in the area, and distributing benefits to surrounding communities, as well as developing local personnel to possess sustainable cultural entrepreneurship capabilities.

A Cost-Benefit and Sensitivity Analysis of Investment in Cannabis Craft Beer Product Production: A Case Study of the Project for the Promotion and Support of Cultivation, Production, Extraction, Research, Development, and Processing of Hemp and Medical Cannabis' between Rajamangala University of Technology Lanna and Bespoke Life Science Company Limited

Mon, 29 Dec 2025 00:00:00 +0700

This research aimed to examine the costs and returns of an investment project for cannabis craft beer production, as well as to evaluate the project's feasibility and sensitivity. A quantitative research approach was employed from April to September 2025. The research population consisted of eight researchers involved in the project titled A Study of Yield and Key Compounds of Imported Cannabis Strains under Controlled Environment Cultivation, conducted under a memorandum of understanding between Rajamangala University of Technology Lanna and Bespoke Life Science Limited. The data were collected through in-depth interviews and subsequently analyzed quantitatively to address the research objectives. The findings showed that: 1) the project required an initial investment of 83,000 baht. The production cost per unit was 73.60 baht and an annual production capacity of 2,592 bottles. At a selling price of 99 baht per bottle, the first year generated a revenue of 256,608 baht with a net profit of 40,176 baht. 2) Cash flow analysis, based on assumptions of 5% annual revenue growth and a 3% annual increase in cost, using a discount rate of 6.125%, indicates high project viability. The project yields a Net Present Value (NPV) of 475,147.17 THB, an Internal Rate of Return (IRR) of 69.95%, a Payback Period (PB) of 1 year, 6 months, and 25 days, and a Discounted Payback Period (DPB) of 1 year, 8 months, and 12 days. 3) Sensitivity analysis confirmed that the project can withstand moderate fluctuations in costs and revenues while still maintaining satisfactory returns. These results demonstrate that investment in cannabis craft beer production is economically feasible and suitable for future expansion. Moreover, the project can serve as a model for individuals or businesses interested in cannabis-based product ventures.

The Relationship between Tax Planning and Organizational Success of Hotel Businesses in Nakhon Phanom, Sakhon Nakhon, and Mukdahan

Onanong Ngaonoi, Nittaya Phosrichan — Mon, 29 Dec 2025 00:00:00 +0700

This study investigates the relationship between tax planning and corporate success among hotel businesses in Nakhon Phanom, Sakhon Nakhon, and Mukdahan. Data were collected through questionnaires distributed to 169 accounting executives. The statistical methods employed include percentage, mean, standard deviation, multiple correlation analysis, and multiple regression analysis. The findings reveal that tax planning in terms of accurate and complete tax payment, maximizing tax benefits, and penalty avoidance has a positive relationship and beneficial effects on organizational success. However, tax planning related to reducing government inspection shows no significant relationship or positive effect organizational success. Based on the findings of this study, organizations are encouraged to prioritize tax planning by implementing preparatory measures that ensure legal compliance in tax documentation and calculation. This approach helps reduce the risk of unintentional legal violations, enhances awareness of tax incentives provided by law, and contributes to cost savings and improved management efficiency. Furthermore, careful planning and systematic organization of tax-related documents can minimize unnecessary expenses, prevent legal penalties, and decrease the likelihood of retrospective audits by government agencies. In conclusion, effective tax planning serves as a key strategic tool that strengthens organizational stability, sustainability, and continuity of operations.

Effects of Strategic Cost Management on Organizational Performance of Small and Medium Enterprises in Nakhon Phanom

Sakolwat Aupsen, Saithip Janopat — Mon, 29 Dec 2025 00:00:00 +0700

The objective of this research is to test the impact of strategic cost management on the organizational performance of small and medium enterprises (SMEs) in Nakhon Phanom Province. A questionnaire was used as the data collection tool to collect data from 173 accounting executives. The statistical methods used for data analysis included descriptive statistics, percentage, mean, standard deviation, multiple correlation analysis, and multiple regression analysis. The findings revealed that strategic cost management-particularly cost driver analysis and strategic positioning analysis had a positive relationship and impact on organizational performance. Based on these findings, businesses should place importance on all dimensions of strategic cost management, as effective cost management and performance measurement significantly contribute to building competitive advantage. In particular, controlling product and service costs, as well as operational costs, can help organizations achieve their goals and create maximum value for stakeholders.

Creative Thai Dramatic Arts: “Kakanasun Song Khrueng”

Pisit Buangam, Manoch Boontonglek — Mon, 29 Dec 2025 00:00:00 +0700

This research aims to examine the historical background and identity of Nang Kakanasun. This research was qualitative and creative. The data were collected from documents, related studies, and interviews with seven national artists and classical dance experts. The collected data were analyzed, synthesized, and used to create work to present the results in the form of a creative research project. The findings indicated that 1) Nang Kakanasun is a key character in the Ramakien composed during the reign of King Rama I, who is distinguished both in appearance and personality. The distinguishing features are deep purple skin, a crow-like mouth, and the power to transform into a giant crow. Nang Kakanasun plays a crucial role for Thotsakan in the narrative through loyalty, which leads to the birth of Nang Sida and triggers the war of Krung Lanka. 2) The creative dance piece “Kakanasun Song Khrueng” was designed following traditional Khon Rong Nai performance patterns, using giantess acting skills as the foundation for choreography based on three principles: the use of imagination, the integration of natural gestures with character interpretation, and the innovative adaptation of traditional movements. This show reflected the application of Thai dance through conservation and creativity, and this show was certified by experts as adhering to classical dance conventions and holding significant performative value. It can serve as a model for future creations of giantess characters.

A Study of Marketing Communication Strategies of ONE Lumpinee Boxing Program on Channel 7HD

Kittiya Toonyasing, Ongart Singlumpong — Mon, 29 Dec 2025 00:00:00 +0700

This research aims to study marketing communication strategies and marketing communication tactics of the television program ONE LUMPINEE on Channel 7HD.The study employs a qualitative research approach using in-depth interviews with key informants involved in the marketing communication of One Lumpinee on Channel 7HD, along with an analysis of secondary data collected from social media platforms and related documents. The research findings indicated that 1) The One Lumpinee employed an Integrated Marketing Communication (IMC) strategy through key tools such as social media public relations, the use of famous sports figures as communication ambassadors, organizing events and creating online content to attract new audiences, and presenting Thai martial arts as a cultural art form alongside world-class broadcasting standards. These communication efforts have effectively enhanced public awareness, strengthened audience loyalty, and elevated the popularity of Muay Thai both nationally and internationally. Overall, the program’s successful marketing communication strategy resulted from the effective integration of traditional media with digital media. 2) The marketing communication strategy of the One Lumpinee on Channel 7HD stands out through its integrated use of traditional media (television), digital media (online platforms), and marketing activities (events). This integration enables the program to expand its audience base domestically and internationally, foster continuous engagement, and establish a unique identity as a Muay Thai platform that blends sport, culture, and entertainment at an international level.

Coffee Plantation Area Classification in Highlands Using Pixel Based Approaches from Sentinel-2 Multi-Spectral Data and Auxiliary Geographical Features

Duangnapa Sukhahuta, Tidarat Cholprasertsuk, Rattasit Sukhahuta — Mon, 29 Dec 2025 00:00:00 +0700

This research aimed to identify the key factors and conditions influencing the classification of coffee-growing areas and to develop a highland coffee plantation classification technique using point-based image analysis from multispectral Sentinel-2 satellite data. The methodology utilizes spectral reflectance values that influence the digital signature of coffee plantation areas, in combination with spectral indices derived from various Sentinel-2 bands. Field surveys were conducted in highland coffee-growing regions, and custom scripts were developed to process multispectral satellite data. Purposive sampling was used to select suitable study sites in three provinces of northern Thailand: Chiang Mai, Chiang Rai, and Nan. The research results showed that 1) the cultivation areas, consisting of montane forests and deciduous forests, affect yields, and that an altitude of 850 meters above sea level is suitable for Arabica coffee cultivation. 2) The results of using satellite data and scripting to process the cultivation area classification using the Random Forest model showed that the coffee growing area classification technique using Sentinel-2 satellite data can produce highly accurate classification results, with an overall classification accuracy of 89.70 percent. This can be used for strategic planning to effectively manage coffee growing in highlands.

A Study of Developing English Speaking Ability of the First year Student-teachers (Non - English Major) through Flipped Classroom and Activity-based Learning at Chaiyaphum Rajabhat University

Ketkanok Wannawan — Mon, 29 Dec 2025 00:00:00 +0700

The study aimed to develop learning management on flipped classroom and activity-based learning with the criteria of 75/75, to compare achievement before and after learning, to compare English speaking ability after learning with the 75 percent criteria, and to examine the satisfaction of the students on the learning management. This research was conducted using a quasi-experimental method. The population was 489 student-teachers who enrolled in the “English in Daily Life” course in the first semester of the 2024 academic year. The samples consisted of 30 first-year student-teachers in the Thai Language Major, obtained by a cluster random sampling technique. The research instruments included 1) lesson plans, 2) a learning achievement test, 3) an English speaking ability test, 4) an English speaking ability assessment form and 5) a satisfaction questionnaire. Data analysis included percentages, means, standard deviations, paired-samples t-test and one-sample t-test. Findings indicated that 1) the learning management had an efficiency (E₁/E₂ = 88.74/80.44) which is higher than the 75/75 setting criteria, 2) the student’s achievement after learning was significantly higher than before at the .05 level, 3) the students’ English speaking ability after learning was significantly higher than 75 percent criteria at the .05 level, and 4) the overall students’ satisfaction with learning management was at a high level.

Guidelines for Developing Internal Supervision in Schools under Mukdahan Primary Educational Service Area Office

Seksit Khaengraeng, Pratya Thongpanit, Sumalee Sriputtarin — Mon, 29 Dec 2025 00:00:00 +0700

This research aims to study the current and desired state, identify needs, and evaluate the suitability of internal supervision guidelines for educational institutions under the Mukdahan Primary Education Service Area Office. This research employed a mixed-methods approach, which was conducted in two phases. The sample includes 262 school administrators and teachers selected through stratified random sampling. The research instrument is a questionnaire with an overall reliability coefficient between 0.98 and 0.99. Data analysis was performed using the Priority Needs Index (PNI_modified), and the quality of the guidelines was verified by 8 key informants and experts. The research findings were as follows: 1) The overall current state of internal supervision is high, while the desired state is at the highest level. 2) The needs assessment results indicated that the area with the highest need is reflection and development of supervision (PNI_modified = 0.21), followed by building morale and motivation for supervision. 3) The developed guidelines consist of 6 areas: studying the current state, problems, and needs; supervision planning; supervision implementation; supervision evaluation; building morale and motivation for supervision; and reflection and development of supervision. The evaluation of the guidelines found that they are highly suitable and feasible.