Journal of Rattana Bundit University

Determinants of Community-Based Tourism Achievement

Jirapat Chroensin — 2026-06-13

The objectives of this study were to investigate the influence of short-form video marketing, the marketing mix from the tourists' perspective, and destination image on community-based tourism achievement in Eastern Thailand and to develop a causal relationship model explaining such achievement. This research employed a quantitative methodology, collecting data via online questionnaires from a sample of 500 tourists visiting five potential communities in Eastern Thailand. Quota sampling was utilized to select 100 participants from each community, and the data were analyzed using SmartPLS software to test the Structural Equation Model. The research results revealed that the developed causal model consists of three integrated key components. Destination Image was found to be the most influential factor on tourism achievement, particularly regarding attractions; it functions significantly as both an independent variable and a mediator transmitting influences from other factors to the outcome. This was followed by the 7Cs Marketing Mix, where convenience in travel and information accessibility were identified as critical factors in decision-making. Additionally, Short-Form Video Marketing played a vital role in communicating information to generate motivation for actual visits. Consequently, these results can be utilized to further elevate
the success of Community-Based Tourism

The Impact of a Digital Platform with Blended Learning on University Students' Academic Performance and Student Satisfaction in China

Yi ming Wang — 2026-06-13

This study examined the impact of a digital platform-assisted blended learning approach on university students' This study examined the impact of a digital platform-assisted blended learning approach on university students' academic performance and satisfaction in the Military Theory course at Leshan Normal University, Sichuan Province, China. A two-group pre/post-test experimental design was employed, involving 120 freshmen (60 in the experimental group, 60 in the control group), supplemented by semi-structured interviews with 20 students from the experimental group and a focus group discussion with four experts. Quantitative data were analyzed using SPSS (paired t-tests), and qualitative data were analyzed through thematic content analysis. The findings revealed: 1) Academic performance: The experimental group showed a significantly higher gain in post-test scores (mean increase of 9.07 points) compared to the control group (mean increase of 4.53 points), t(59)=34.06, p<.001. 2) Student satisfaction: The experimental group reported the highest level of satisfaction with the blended learning approach (mean=4.56/5), along with positive perceptions of academic achievement, learning motivation, and self-efficacy. 3) Qualitative insights: Students welcomed the blended learning mode, noting improved engagement, confidence, and flexibility. (4) Expert validation: Focus group experts confirmed the effectiveness of the blended learning model. These findings support the three research hypotheses and indicate that integrating digital platforms with blended learning can enhance both academic outcomes and student satisfaction in compulsory university courses

Intercultural Communication, Narrative Hegemony, and the 2025 Thailand–Cambodia Border Dispute

Manachai Inkaew — 2026-06-13

Territorial disputes are often interpreted through geopolitical or legal frameworks, yet they are equally shaped by cultural narratives, identity politics, and symbolic communication. This article examines the 2025 Thailand–Cambodia border dispute through an intercultural communication lens, drawing conceptual insight from Hegemonism in Thai Country Music: A Lesson-Learned Implication in Intercultural Communication (Inkaew, 2018). By analyzing narrative dominance, cultural hegemony, and communicative framing in shaping national sentiment, the article demonstrates the significance of cultural narratives in interstate relations. Historical memory, media discourse, symbolic boundaries, and identity-based interpretations are explored to reveal how intercultural misunderstandings escalate conflict. Through theories such as social identity theory, narrative theory, and intercultural conflict frameworks, the article shows how cultural meaning operates beneath legal and political discourse. It concludes with communication-based pathways toward de-escalation, emphasizing narrative reframing, dialogic engagement, and multi-perspectival historical understanding.