Journal of Humanities and Social Sciences, Rajapruk University

A Comparative Legal Study of England and France: Laws Concerning the Transfer of Sub-district Health Promoting Hospital Functions to Provincial Administrative Organizations

Pitthayut Boontham — 2026-08-29

This article aims to analyze the legal problems and practical obstacles arising from the enforcement of the Determining Plans and Process of Decentralization to Local Government Organization Act, B.E. 2542 (1999) and related legislation concerning the transfer of Sub-district Health Promoting Hospitals to Provincial Administrative Organizations (PAOs). By employing a comparative legal approach, this study proposes solutions to these legal issues in order to elevate the quality and efficiency of primary public health service provision. The findings reveal two key interconnected legal issues: first, the inequality regarding legal status and personnel administration; and second, the legal impediments in budgetary management that fail to align with public health missions. Based on a comparative analysis of two developed nations-namely, the United Kingdom and France - the author proposes resolving these issues by amending the Ministry of Interior Regulation on Local Government Organization Budgeting, B.E. 2563 (2020), establishing a specific public health professional position registry within PAOs, and developing a localized budget allocation formula tailored to the distinct needs of each area.

Enhancing the Efficiency of Document Storage and Retrieval for Local Administrative Organizations Through an Online Electronic System

Sunisa Inta — 2026-08-29

This academic article aims to analyze approaches to improving the efficiency of document storage and retrieval in local administrative organizations using online electronic systems. It employs academic literature and conceptual analysis within the framework of New Public Management (NPM).

The study reveals that electronic correspondence systems significantly reduce retrieval time, lower paper-related costs, and improve administrative accuracy and transparency. However, the implementation of these systems is hindered by constraints such as personnel readiness, budgetary limitations, and digital infrastructure. Consequently, the article proposes systemic development guidelines to elevate the efficiency of document management in local administrations, ensuring long-term sustainability.

Constitutional Amendment: A Comparative Study between the Czech Republic and Thailand

Kamol Tanchinwuttanakul — 2026-08-29

This article aims to examine and compare the models, procedures, and limitations of constitutional amendment, including the power dynamics of the Constitutional Courts, in order to synthesize policy and practical recommendations for Thailand. Utilizing documentary research methodology, this study analyzes 16 academic and legal documents from 1997 to the present. The analysis applies comparative legal research methods in conjunction with legal positivism and deductive legal reasoning. The findings reveal that: (1) The Czech Republic’s model possesses the advantage of protecting the material core of the Constitution through the eternity clauses of Article 9, with its Constitutional Court acting as a substantive guardian in the Melčák case; however, it lacks public participation via referendum. (2) Thailand’s model under the 2017 Constitution safeguards the state form under Section 255, yet suffers from excessive formal rigidity under Section 256. Furthermore, the Thai Constitutional Court’s interpretations in Decisions No. 4/2564 and 18/2568 have created complex constraints requiring up to three referendums, leading to a constitutional deadlock. (3) The comparative analysis reflects a fundamental divergence between the Czech court (material guardian) and the Thai court (formal guardian). Consequently, this study proposes policy recommendations to amend Section 256 to reduce procedural requirements, and practical recommendations to clearly define and render predictable the scope of the Constitutional Court's review power.

Editorial

naruemol Pechrasuwan — 2026-08-29

Editorial department

Narumol Pechrasuwan — 2026-08-29

List of experts who considered the article

Narumol Pechrasuwan — 2026-08-29

Development Guidelines for Creative Tourism Activities Based on the Cultural Capitals of Tai Saek Ethnic Communities

Chirabhorn Phromthep — 2026-08-29

This research objectives were 1) examine the cultural capital-based context of the Tai Saek ethnic community, 2) develop creative tourism activities, and 3) propose guidelines for the development of creative tourism activities based on the cultural capital of the Tai Saek ethnic community. An Exploratory Sequential Mixed Methods Design was employed. Qualitative data were collected through in-depth interviews with seven key informants and focus group discussions involving ten stakeholders. Quantitative data were collected from 400 tourists. The research instruments consisted of interview guides, focus group discussion guides, and questionnaires. Data were analyzed using content analysis, frequency, percentage, mean, and standard deviation.

The findings revealed that the Tai Saek community in At Samat Village, Nakhon Phanom Province, possesses distinctive cultural capital, including the Ong Mu ritual, the Tai Saek New Year Festival (Trut Saek), the Tai Saek language, bamboo dance performances, local cuisine, and Mekong riverside lifestyles. These cultural assets demonstrate strong potential for creative tourism development. Tourists showed a high level of interest in local food, ethnic cultural experiences, and community traditions. The creative tourism activities developed through this study consisted of three key activities: Tai Saek bamboo dance workshops, Tai Saek local food preparation activities, and Tai Saek language learning activities. In addition, a creative tourism route was designed by integrating the community’s cultural resources and heritage attractions. The study further proposed three major development guidelines: (1) the development of participatory workshop-based activities, (2) the development of creative tourism routes that systematically connect cultural assets and learning experiences, and (3) the enhancement of community-based tourism management through capacity building, cultural interpretation, marketing communication, and tourism facilities. The findings indicate that community participation and hands-on learning experiences are essential factors in fostering sustainable creative tourism development while generating economic, social, and cultural value for the community.

Transformation Leadership Affecting to the Personnel Management of School Administrators under Chachoengsao Primary Educational Service Area 2

Metinee Summat — 2026-08-29

The purposes of this research were to 1) examine the level of transformational leadership of school administrators, 2) examine the level of personnel management of school administrators, and 3) investigate the transformational leadership factors affecting personnel management among school administrators under the Chachoengsao Primary Educational Service Area Office 2. The sample consisted of 310 teachers. The research instrument was a questionnaire whose content validity was verified by experts, yielding IOC values ranging from 0.80 to 1.00, and whose reliability, as measured by Cronbach’s alpha coefficient, was 0.938. Data were analyzed using mean, standard deviation, Pearson’s product-moment correlation coefficient, and stepwise multiple regression analysis.

The results showed that the overall transformational leadership of school administrators was at a high level (M = 4.24, SD = 0.89). Ranked from highest to lowest mean, the dimensions were inspirational motivation, building good relationships with the team, idealized influence, intellectual stimulation, individualized consideration, and vision. Likewise, the overall personnel management of school administrators was at a high level (M = 4.34, SD = 0.85). Ranked from highest to lowest mean, the dimensions were personnel development, manpower planning, personnel recruitment, personnel retention, and performance evaluation. In addition, transformational leadership significantly affected personnel management at the 0.01 level. The variables retained in the equation were building good relationships with the team, which showed the strongest influence, followed by inspirational motivation, with a predictive efficiency of 89.00%. The findings suggest that strengthening transformational leadership, particularly in terms of building good relationships with the team and inspirational motivation, is essential for enhancing personnel management efficiency and improving educational quality at both the school and service area levels.

The Impact of Influencer Types and Source Credibility on Consumer Purchase Intention

Panisiliee Thenwong — 2026-08-29

This study aims to: 1) compare differences in influencer types regarding credibility, content quality, and sponsorship disclosure, and 2) examine the influence of credibility, content quality, and sponsorship disclosure on consumers’ purchase intention. This research employed a quantitative research design using a questionnaire to collect data from 400 consumers who follow influencers on social media platforms. Data were analyzed using descriptive statistics, one-way analysis of variance (One-way ANOVA), and multiple regression analysis.

The results revealed that different types of influencers did not lead to significant differences in consumers’ perceptions of credibility and content quality. However, influencer types significantly affected perceptions of sponsorship disclosure, with nano-influencers showing a higher level of sponsorship disclosure compared to micro-influencers. Furthermore, the results of multiple regression analysis indicated that influencer attractiveness, sponsorship disclosure, and nano-influencers positively and significantly influenced consumers’ purchase intention. These findings suggest that transparency in sponsorship disclosure and the perceived closeness between influencers and followers play an important role in enhancing trust and increasing consumers’ likelihood of purchasing products.

Applying Digital Media for Public Relations Development of The Royal Thai Army

Thitipong Siriwanrobboworn — 2026-08-29

This research objectives were 1) To analyze the success factors in applying digital media for public relations development of The Royal Thai Army, 2) to study the problems and obstacles of the applying digital media for public relations development of The Royal Thai Army, and 3) the guidelines for the applying digital media for public relations development of The Royal Thai Army. This research was qualitative. The key informants were 3 relevant Royal Thai Army commanders, 6 relevant Royal Thai Army officers, 6 experts, and 5 members of the public, totaling 20 key informants. The qualifications specified were: applicants must possess knowledge, expertise, or experience in using digital media for public relations of the Royal Thai Army for at least 5 years. Data analysis using a descriptive summary.

The findings revealed that 1) the success factors in applying digital media for public relations development of The Royal Thai Army included technological readiness, personnel skills and knowledge, management support, budget and resource allocation, appropriateness of content and media format, diverse communication channels, and continuous monitoring and evaluation, 2) the problems and obstacles of the applying digital media for public relations development of The Royal Thai Army included lack of technological knowledge, insufficient budget, complex work processes, security limitations, and inconsistent training; and 3) the guidelines for the applying digital media for public relations development of The Royal Thai Army included personnel capacity building, restructuring and policy adjustments for greater flexibility, efficient resource allocation, and the development of creative content. The findings concluded that these factors, management structure, and communication strategies were interconnected in a systemic manner, serving as crucial mechanisms for driving the sustainable and effective application of digital media in developing public relations work within the Royal Thai Army.

Academic Administration According to the Ministry of Education’s Standards of School Administrator under Chachoengsao Primary Educational Service Area Office 2

Arisara Rungsatjaborirak — 2026-08-29

The objectives of this research were 1) to study the academic administration according to the ministry of education’s standards of school administrator; and 2) to compare the academic administration according to the ministry of education’s standards of school administrator under Chachoengsao Primary Educational Service Area Office 2 based on teachers’ opinions. The sample consisted of 140 teachers, determined using the Krejcie and Morgan table, and selected through simple random sampling. The research instrument was a questionnaire with a validity between .67-1.0 and a reliability of 0.93. The statistical analyses included frequency, percentage, mean, standard deviation, t-tests, one-way analysis of variance (ANOVA), and pairwise comparisons with LSD.

The study result found that: the overall and each aspect of the academic administration according to the ministry of education’s standards of school administrator was at a high level. When considering each aspect individually, the findings indicated all dimensions, ranked in score from high to low were: curriculum development, learning process development, the development of internal quality assurance systems and educational standards, In assessment, evaluation, credit transfer, development and use of technology for education, respectively. The comparison of the academic administration according to the ministry of education’s standards when classified by educational level showed no overall difference. However, in specific aspects, 1) the development of internal quality assurance systems and educational standards, and 2) the development and use of technology for education, there were statistically significant differences at the .05 level. When classified by job position and work experience, there are no significant differences, both overall and in specific aspects, classified by school size, the overall results show statistically significant differences at the .05 level. when specific aspects that differed significantly were: 1) Measurement, evaluation, and credit transfer; and 2) Development and use of educational technology were at the .05 statistical level

Creative Content Strategies for Camping Marketing Communication on TikTok: A Comparative Case Study

พิมพ์นภัส บัวหลวง — 2026-08-29

This research aimed to 1) examine content presentation patterns in camping marketing communication on TikTok, 2) investigate creative content strategies for camping marketing communication on TikTok, and 3) compare these strategies across three camping content channels. This study employed a qualitative case study methodology. Three key informants were selected through purposive sampling. Data were collected from September to November 2025 using in-depth interviews and content analysis of 15 video clips via a coding sheet comprising three variables: content type (C), message (M), and language (L). The findings revealed that camping content on TikTok predominantly combined inspirational content (C2) and educational content (C3), communicating place and atmosphere (M3) and personal experience (M4) through informal language (L2). Common strategies across all channels included designing messages to communicate within the first 3-5 seconds, emotional communication, and using authentic experience as a storytelling foundation. Notable differences were found between creator channels, which emphasized personal identity, and business channels, which focused on service information. The findings suggest that camping content creators should design concise messages that communicate effectively within the opening seconds of a clip, while maintaining continuous audience interaction, in order to enhance marketing communication effectiveness on the TikTok platform.

Crisis Communication Strategy for the water is not running of Provincial Waterworks Authority, Region 4

Thanathan poolsuan — 2026-08-29

The purposes of this research were 1) examine the crisis management process for water supply disruptions, 2) explore the crisis communication strategies used, and 3) develop a crisis communication management model for PWA Region 4. The study utilized documentary analysis of 32 posts from the official Facebook fan page of the Surat Thani branch of PWA Region 4, covering the pre-crisis, crisis, and post-crisis phases. Additionally, in-depth interviews were conducted with 12 key informants, including public relations practitioners, local residents, and crisis communication experts.

The findings show that in the pre-crisis phase, PWA Region 4 implemented systematic planning and advanced communication using standardized messages that included specific dates, times, affected areas, and water storage recommendations. During the crisis phase, the organization prioritized urgent, accurate communication, primarily utilizing social media, particularly Facebook, as the main channel for disseminating information and responding to public inquiries. In the post-crisis phase, the organization promptly communicated the resolution of the situation and conducted internal reviews, including revisions to their business continuity plan. However, the analysis of in-depth interviews revealed that post-crisis communication lessons were mainly discussed internally and not systematically shared with the public. Furthermore, the content analysis and interview results suggest a need for a more transparent and structured communication process post-crisis. This would enhance public trust and ensure continuous improvement. This study proposes a crisis communication management model based on these findings, which can serve as a practical guide for improving communication strategies in future crises.

Quality of Work Life and Internal Organizational Communication Influencing Employee Organizational Commitment in a Company in the Fast-moving Consumer Goods (FMCG) Industry in Bangkok

Kawinthida Kontrong — 2026-08-29

This study aimed to 1) study the level of quality of work life of employees of a company in the Fast-Moving Consumer Goods (FMCG) industry in Bangkok, 2) study the level of internal communication of employees, 3) study the level of organizational commitment of employees, 4) study the influence of quality of work life on organizational commitment of employees of a company in the Fast-Moving Consumer Goods (FMCG) industry in Bangkok, and 5) study the influence of internal communication on organizational commitment of employees of a company in the Fast-Moving Consumer Goods (FMCG) industry in Bangkok. The sample consisted of 317 employees from the FMCG sector selected using stratified random sampling and simple random sampling. The research instrument was a questionnaire with a reliability coefficient of 0.99. The data analysis methods included frequency distribution, percentage, mean, standard deviation, and multiple regression analysis.

The results of the study revealed that 1) overall, the quality of work life had an average value at a high level ( = 3.65, SD = 0.88), 2) overall, the communication within the organization had an average value at a high level ( = 3.67, SD = 0.80), 3) overall organizational commitment had an average value at a high level ( = 4.10, SD = 0.83), 4) quality of work life had a statistically significant influence on employees’ organizational commitment at a fast-moving consumer goods (FMCG) industry in Bangkok at the 0.05 significance level, with the strongest influencing dimension being work–life balance (highest Beta = 0.334); and 5) internal organizational communication had a statistically significant influence on employees’ organizational commitment at a fast-moving consumer goods (FMCG) industry in Bangkok at the 0.05 significance level.

Influence and Consumer Perception of Marketing Communication: A Case Study of MK Suki and Suki Teenoi

Natthika Kuptnirattisaikul — 2026-08-29

The purposes of this research were 1. to compare consumer perception of marketing communication strategies between MK Suki and Suki Teenoi; 2. to compare consumer behavior, satisfaction, and repurchase intention of the customers based on demographic factors and; 3. to compare consumer behavior, satisfaction, and repurchase intention based on different levels of marketing communication perception. The sample consisted of 400 consumers in the Bangkok Metropolitan Region who had experienced both brands. Data were collected through purposive and snowball sampling using a 5-level Likert scale questionnaire. Descriptive statistics and One-way Analysis of Variance (ANOVA), Independent T-Test and Post Hoc Test were employed for data analysis at a 0.05 significance level.

The research results revealed that 1. The research results revealed that consumers perceived the marketing communication strategies of both brands similarly, with both MK Suki and Suki Teenoi achieving the highest perception scores in personal selling. 2. Demographic factors, including age, education, and income, led to significant differences in consumer behavior, satisfaction, and repurchase intention for both brands. However, gender only resulted in significant differences for MK Suki, whereas it did not affect the outcomes for Suki Teenoi, reflecting the effectiveness of its gender-neutral value strategy. 3. Different levels of marketing communication perception significantly influenced consumer behavior, satisfaction, and repurchase intention across all dimensions. MK Suki achieved higher overall satisfaction than Suki Teenoi due to its clearly defined service quality standards, which fostered long-term consumer trust.

The Relationship Between Instructional Leadership and Teachers’ Organizational Commitment in Schools Located in Don Mueang District, Under the Secondary Educational Service Area Office Bangkok

phakchanan srija — 2026-08-29

This research study the relationship between the instructional leadership of school administrators and teachers’ organizational commitment in schools located in Don Mueang District under the Secondary Educational Service Area Office Bangkok 2.The objectives were to: 1) study the level of instructional leadership of school administrators; 2) study the level of teachers’ organizational commitment; and 3) analyze the relationship between instructional leadership and teachers’ organizational commitment. The sample consisted of 159 teachers from 3 secondary schools in Don Mueang District, under the Secondary Educational Service Area Office Bangkok 2 in the 2568 academic year. The sample size was determined based on the Krejcie and Morgan table. Participants were selected using proportional sampling followed by simple random sampling.The research instrument was a questionnaire.Determining the quality of the Index of Content Validity (IOC) 0.66 -1. Cronbach Alpha .969. The data were analyzed using descriptive statistics, including percentage, (x̄) and (SD), and inferential statistics using Pearson’s correlation coefficient.

The results revealed that: 1) The overall instructional leadership of administrators is at a moderate level. Support for academic development has the highest average score, followed by support for teaching and learning, and finally support for collaborative learning within the organization.; 2) The overall teachers’ commitment to the organization is high, with Normative Commitment being the highest, followed by Affective Commitment, and finally Continuance Commitment.; and 3) instructional leadership showed a statistically significant positive correlation with teachers’ organizational commitment at the .01 level.

The Creation of Motivating to Teachers by School Administrators Under the Office of Chachoengsao Primary Educational Service Area Office 2

apinya hngaoprasit — 2026-08-29

This study had the following objectives 1) to examine the motivation-building practices for teachers’ performance by school administrators, and 2) to compare these practices under the Office of Chachoengsao Primary Educational Service Area Office 2. The sample consisted of 127 teachers, with the sample size determined using the Krejcie and Morgan table, proportional stratification, and simple random sampling. The research instrument was a questionnaire with item-objective congruence (IOC) values ranging from 0.67 to 1.00 and a reliability coefficient of 0.96. The statistics used for data analysis included frequency, percentage, mean, and standard deviation. Inferential statistics included t-test and one-way analysis of variance (ANOVA). When significant differences were found, pairwise comparisons were conducted using the Least Significant Difference (LSD) method. The statistics used for data analysis included frequency, percentage, mean, and standard deviation. Inferential statistics included t-test and one-way analysis of variance (ANOVA). When significant differences were found, pairwise comparisons were conducted using the Least Significant Difference (LSD) method.

The findings revealed that 1) overall and in each aspect, the motivation-building practices of school administrators were at a high level. The aspects, ranked from highest to lowest mean scores, were organizational policy and administration, salary and job security, job achievement, supervision, job responsibility, interpersonal relationships, working environment, advancement, and recognition. 2) The comparison results indicated that there was no significant difference in motivation-building practices based on educational level and school size. However, teachers with less than 5 years of experience differed significantly from those with more than 11 years of experience at the .05 level. Additionally, differences were found among teachers with different academic ranks (assistant teacher, professional level 1, professional level 2, and senior professional level) at the .05 level of statistical significance.

Guidelines for Developing School Administration toward Excellence among Private School Administrators under the Nonthaburi Provincial Education Office

Sukanya Sudararat — 2026-08-29

The research aimed 1) to study the current and desirable states, and priority needs regarding school administration toward excellence; and 2) to study development guidelines for school administration toward excellence. A mixed-methods research design was employed, comprising two sequential phases. Phase 1 employed quantitative methods to study the current and desirable states, and priority needs for school administration toward excellence. The sample comprised 341 teachers from private schools under the Nonthaburi Provincial Education Office, selected through stratified random sampling proportionate to school size. The research instrument was a questionnaire with item-level content validity indices (IOC) ranging from 0.67 to 1.00 and an overall reliability coefficient of .94. Data were analyzed using frequency, percentage, mean, standard deviation, and the Modified Priority Needs Index (PNI_modified). Phase 2 employed qualitative methods to formulate development guidelines. Five purposively selected key informants participated, comprising three private school administrators and two university faculty members. Data were collected through interviews and analyzed using content analysis.

The findings revealed that 1) Both the current and desirable states of school administration toward excellence were rated at a high level overall. The three highest-ranking priority needs were, in descending order of priority: Workforce focus, followed by Operations focus, and Leadership, respectively; 2) the development guidelines corresponding to the three priority needs suggested that administrators should cultivate a psychologically safe and open working climate that empowers teachers to express their perspectives openly, engage in evidence-based dialogue, and participate collaboratively in shared goal-setting. Concurrently, organizational roles, responsibilities, and operational systems should be clearly delineated, redundant procedures streamlined, and centralized data systems leveraged to support institutional functioning. Furthermore, administrators should continuously communicate the institutional vision and policies in clear and accessible language, ensuring explicit alignment with day-to-day practice, while systematically conducting monitoring, providing instructional coaching, and engaging in collaborative performance reviews on a regular basis.

Guidelines for Management with Total Quality Management in the Digital Age of School Administrators in Opportunities Expansion Schools under The Jurisdiction of The Pathum Thani Primary Educational Service Area Office 1

Pathomporn Likitnaphawet — 2026-08-29

The objectives of this research were to 1) To study Total Quality Management (TQM) in the digital era as practiced by administrators of Opportunity Expansion Schools under the Pathum Thani Primary Educational Service Area Office 1 2) To compare teachers’ opinions on TQM in the digital era among school administrators, classified by gender, age, educational background, and work experience and 3) To explore guidelines for implementing TQM in the digital era by administrators of Opportunity Expansion Schools under the Pathum Thani Primary Educational Service Area Office 1. The sample size was calculated using the Taro Yamane formula and consisted of 257 teachers. Specify the size as an example of Yamane’s. These teachers were selected through stratified random sampling based on the size of the educational institution. The research instruments used were a questionnaire with validity values from .67 to 1.00 reliability value with .99 and an open-ended interview. The statistical methods used for data analysis included frequency, percentage, mean, standard deviation, t-test, one-way ANOVA, LSD, and content analysis.

The findings of the research were as follows 1) The management in schools, according to teachers’ average at high level. The ranking from highest was focus on learners, and followed by participation, management, system implementation, quality improvement, and quality goal setting. 2) The comparison of opinions about the management, revealed significant differences based on gender, age, and work experience at the .05 and .01 levels. 3) Guidelines for Total Quality Management in the Digital Age 1. Quality goal setting by situation evaluation in the current time and problems that were found. 2. Administration process were including with Plan, Do, Check and Act for achievement the goals. 3. Outcome focus with resources management for establish appropriate learning environmental. 4. System operation were including with the setting for vision, policy developmental and proper strategic. 5.Quality improvement of appropriate learning environmental in present era by the use of technology in teaching and learning and 6. participation providing opportunities for all parties to be involved in decision-making to enhance the effectiveness of management.

Core Competencies of School Administrators under Bangkok Office of Learning Encouragement

Thanayuth Nakkoed — 2026-08-29

The objectives of this study were: 1) to investigate the core competencies of school administrators, and 2) to compare the core competencies of school administrators under the Bangkok Office of Learning Encouragement as perceived by teachers, classified by age, educational level, position, and work experience. The sample consisted of 217 teachers, selected through simple random sampling. The research instrument was a questionnaire with a validity index ranging from 0.67 to 1.00 and a reliability coefficient of 0.82. The statistics used for data analysis included mean, standard deviation, t-test, and one-way ANOVA.

The results of the study revealed that: 1) The overall and individual aspects of the core competencies of school administrators under the Bangkok Office of Learning Encouragement were at a high level. Ranked from the highest to the lowest mean, they were: good service, teamwork, self-development, achievement motivation, and ethics and morality, respectively. and 2) The comparison of the core competencies of school administrators classified by age, position, and work experience showed no significant differences, both overall and in specific aspects. Regarding educational level, the overall results showed no significant differences. When examining individual aspects, there were no significant differences in achievement motivation, good service, self-development, and teamwork; however, the aspect of ethics and morality showed a statistically significant difference at the .01 level.

Enhancing the Chinese Vocabulary Memorization and Retention of Grade 5 Students Through the Use of Mnemonic Strategies and Games on Website

Sasipa joengjeerakul — 2026-08-29

This research article aimed to: 1) compare Grade 5 students' Chinese vocabulary memorization abilities before and after learning through mnemonic strategies combined with games on website; 2) examine Chinese vocabulary retention after the implementation of these strategies; and 3) investigate student satisfaction towards this learning approach. The sample consisted of 38 Grade 5 students from a private school in Lopburi Province, enrolled in the second semester of the 2025 academic year, selected via cluster random sampling. The research instruments included: 1) 8 lesson plans for Basic Chinese; 2) a 30-item Chinese vocabulary memorization test; and 3) a 15-item satisfaction questionnaire. Data were analyzed using mean (x̄), Standard Deviation (SD), and t-test for dependent samples.

The findings revealed that: 1) Students’ post-test Chinese vocabulary memorization scores (x̄= 22.13, SD = 4.91) were significantly higher than their pre-test scores (x̄= 13.05, SD = 4.66) at the .01 level. 2) Students demonstrated Chinese vocabulary retention two weeks after the instruction, with scores increasing by 6.13%. 2) Students demonstrated significant Chinese vocabulary retention two weeks after the instruction (x̄= 23.97, SD = 4.21), with a score increase of 6.13%, which was significantly higher than their immediate post-test scores (x̄= 22.13, SD = 4.91) at the .01 level. 3) Student satisfaction towards the learning management was at the highest level (x̄= 4.95, SD = 0.13).

Enhancement of the Ability for Teaching Chinese Language Based on the Theory of Multiple Intelligences for Student Teachers in Schools under Ratchaburi Primary Education Service Area office

Nukul Thammachong — 2026-08-29

This research, entitled “Enhancement of the Ability for Teaching Chinese Language Based on the Theory of Multiple Intelligences for Student Teachers in Schools under Ratchaburi Primary Education Service Area Office”, aimed to enhance the ability for teaching Chinese language based on the Theory of Multiple Intelligences among student teachers in schools under Ratchaburi Primary Educational Service Area Office 1. The study focused on developing Chinese language learning management plans, comparing knowledge, and understanding before and after workshop training, comparing the teaching abilities of student teachers, and examining student teachers’ opinions toward the training as well as students’ attitudes toward learning management based on the Theory of Multiple Intelligences. The target groups were selected through purposive sampling and consisted of 8 student teachers and 591 fourth-grade students from three schools: Anuban Ratchaburi School, Anuban Chom Bueng School, and Ban Chom Bueng School (Wapeeprompt Prachasuksa). The study employed an action research process consisting of four stages: planning, action, observation, and reflection. Research instruments included innovation-based, qualitative, and quantitative tools. Data were analyzed using mean, standard deviation, and the Wilcoxon Signed-Rank Test.

The findings revealed that: 1) the student teachers demonstrated the highest level of ability in designing learning management plans based on the Theory of Multiple Intelligences (M = 4.75); 2) the developed learning management plans were rated at the highest level of quality (M = 4.70); 3) post-training scores were significantly higher than pre-training scores at the .05 level; 4) the learning management competencies of the student teachers significantly improved at the .05 level; and 5) both student teachers and students reported the highest levels of opinions and attitudes toward the learning management approach (M = 4.89 and 4.63, respectively).

Guidelines for Guidance Administration of Watkhemapirataram School, Nonthaburi Province

Jaruwan Kantaprom — 2026-08-29

The objectives of this research were 1) to study the levels of guidance administration and 2) to explore the guidelines for guidance administration of school administrators at Wat Khemaphirataram School, Nonthaburi Province. The population consisted of 183 participants, comprising 178 teachers and 5 administrators. This study employed a mixed-methods research design. The research instruments included a questionnaire and a structured interview form. The content validity (IOC) of the instruments ranged from 0.67 to 1.00, with a reliability coefficient of 0.954. Quantitative data were analyzed using frequency, percentage, mean, and standard deviation. For the qualitative component, structured interviews were conducted and analyzed using content analysis and inductive conclusion.

The research findings revealed that: 1) The overall guidance administration was at a high level. The aspect with the highest mean was counseling, followed by placement, information services, and follow-up and evaluation, respectively. The aspect with the lowest mean was student data collection. The guidelines for guidance administration consisted of 5 areas and 10 approaches, including: (1) Data Collection: establishing digital databases and information hubs; (2) Information Services: building partnership networks and enhancing communication channels; (3) Counseling: developing teacher potential through Professional Learning Communities (PLC) and establishing peer-to-peer networks; (4) Placement: organizing the physical environment and selecting scholarship recipients based on empirical data; and (5) Follow-up: implementing proactive operations through the student support system and integrating guidance data into all dimensions of school management planning.

Guidelines to Promote the Participatory Management Approaches to Enhancing Educational Quality in Small Schools under the Nonthaburi Primary Educational Service Area Office 2

Wichai Janmee — 2026-08-29

This research aimed 1) to study the participatory management for enhancing educational quality in small schools under the Nonthaburi Primary Educational Service Area Office 2; 2) to compare the teachers’ opinions on the participatory management for enhancing educational quality in small schools based on personal characteristics; and 3) to identify guidelines for developing the participatory management to enhance educational quality in small schools. The study sample consisted of 118 teachers from small schools selected through simple random sampling with the sample size proportionately allocated according to the teacher population of each school, and five key informants. The research instruments were a questionnaire and a structured interview form. The questionnaire had Index of Item-Objective Congruence (IOC) values ranging from .67 to 1.00 and a reliability coefficient of .96. The data were analyzed using percentage, mean, standard deviation, t-test, one-way analysis of variance (ANOVA), Least Significant Difference (LSD), and content analysis.

The study findings revealed that: 1) the overall participatory management for enhancing educational quality in small schools under the Nonthaburi Primary Educational Service Area Office 2 was at a high level. The highest mean score was participation in implementation, followed by participation in responsibility for operational outcomes, participation in planning, participation in decision-making, and participation in evaluation, respectively. 2) In comparing the teachers’ opinions on the participatory management, it found that gender, educational level, and work experience showed no significant differences. However, ages differed significantly at the .05 level in the aspect of participation in decision-making. 3) The guidelines for participatory management for enhancing educational quality in small schools indicated that school administrators should promote the participation of teachers and school committees at every stage of school administration, including planning, decision-making, implementation, evaluation, and shared responsibility for operational outcomes. This would ensure that school management is consistent with the context of small schools, promote collaboration and a sense of shared ownership, and ultimately enhance educational quality effectively.

The Influence of Service Communication on Customer Loyalty in Convenience Stores: The Moderating Role of Sincerity and the Mediating Role of Customer Engagement

Prasittachai Dechkham — 2026-08-29

This study aims to 1) analyze the influence of service communication on customer satisfaction, 2) analyze the influence of satisfaction on customer engagement and the influence of engagement on customer loyalty, 3) examine the mediating effects of customer satisfaction and engagement, 4) analyze the moderating effect of employee sincerity on the relationship between service communication and customer satisfaction, and 5) assess the fit of the causal structural model with empirical data. Data were collected from 579 convenience store customers in Bangkok using a non-probability sampling approach combining purposive and accidental sampling techniques, and analyzed using Structural Equation Modeling (SEM).

The findings reveal that service communication has a significant direct positive effect on both customer satisfaction and customer engagement, and an indirect positive effect on customer loyalty through both mediating variables. Customer satisfaction positively influences customer engagement, which in turn has the strongest direct positive effect on customer loyalty in the model. Regarding the moderating role, employee sincerity has a direct positive effect on both satisfaction and loyalty. However, a negative interaction effect is observed: when employees express high levels of sincerity, the effect of service communication on customer satisfaction decreases. This may be because excessive displays of sincerity in a convenience store context where customers prioritize speed can create inflated expectations or feel unnatural. The model demonstrates a good fit with the empirical data, explaining 83.3% of the variance in satisfaction, 75.3% in engagement, and 86.0% in customer loyalty, highlighting the critical role of customer engagement as the primary mediating variable. These findings provide practical guidelines for developing communication skills and fostering customer engagement to effectively retain customers in the retail business.

Factors Associated with the Risk of Dementia among Young-Old Adults in Nong Khai Municipality, Nong Khai Province

Waratsaya Patsasimprapha — 2026-08-29

This cross-sectional descriptive study aimed to: 1) assess the risk of dementia among young-old adult in Nong Khai Municipality; 2) explain the fundamental factors of personal and health behaviors, biological factors, psychological factors, and social factors.; and 3) analyze the relationships between fundamental factors of personal and health behaviors, biological factors, psychological factors, and social factors and the risk of dementia among young-old adult in Nong Khai Municipality, utilizing the biopsychosocial model as the conceptual framework.

The sample group consisted of young-old adult individuals aged 60-69 years residing in Nong Khai Municipality. The researcher determined the sample size using Wayne W. Daniel’s formula for estimating the proportion, resulting in a total sample size of 130 individuals. Data collection instruments included questionnaires and a cognitive assessment scale. Data were analyzed using descriptive statistics (percentage, mean, standard deviation, maximum and minimum values) and inferential statistics (chi-square and Fisher’s exact test).

The results revealed that 12.3% of the sample were at risk for dementia (=27.28, SD=1.86). Five factors were significantly associated with the risk of dementia, which can be categorized by variable type as follows: 1) Socio-demographic factors and health behaviors: engagement in brain-stimulating activities (= 5.749, P=0.032); 2) Biological factors: Body Mass Index (BMI) (p = 0.038); 3) Psychological factors: loneliness (p < 0.001); and 4) Social factors: family relationships (p = 0.009) and social participation behaviors (= 4.596, p =0.016).

Guideline for Promoting Education Management on Four Phomvihance Principles of Private Educational Administrators in Bangkok Metropolitans

Benjamas Rodpitak — 2026-08-29

The objectives of this research were: to (1) examine the Educational Management on Four Phomvihance Principles of private vocational educational administrators according to the teachers’ perceptions in Bangkok Metropolitans, (2) compare teachers’ perceptions of Educational Management on Four Phomvihance Principles of private vocational educational administrators in Bangkok Metropolitans classified by gender, age, and work experience, and (3) propose guideline for school administration based on the Four Phomvihance. The sample comprised 322 teachers from private vocational educational institutions in academic year 2024, selected by stratified random sampling based on school size and 5 vocational education administrators selected by purposive random sampling. The research instrument was a questionnaire with item-total correlations ranging from .67 to 1.00 and a reliability coefficient of .98. Data were analyzed using frequency, percentage, mean, and standard deviation, t-test, One-way ANOVA with LSD and content analysis.

The research findings revealed that: (1) administrators’ application of the Four Phomvihance principles in institutional promotion was at the highest level overall, with Mudita scoring highest, followed by Metta, Upekkha, and Karuna, respectively; (2) the teachers’ perceptions of the educational management on Four Phomvihance Principles classified by gender and work experience were statistically significant at the .01 and .05 level in overall, while age was not differences; and (3) the recommended guideline for administrative enhancement included implementing ethics and moral development programs for school leaders, fostering a culture of kindness and active listening, establishing mentoring systems for new staff, and integrating the Four Phomvihance principles into human resource development policies.

The A Model of Customer Lifetime Value Creation for Automobile Repair Services in Saraburi Province as a Transportation Hub

Sarinee Purksa — 2026-08-29

This research aimed to 1) study the causal relationships and opinions toward service innovation, marketing mix, business image, perceived service quality, relationship quality, and customer lifetime value of automobile repair shop service users in Saraburi Province, and 2) to develop a model for creating customer lifetime value in automobile repair services in Saraburi Province as a transportation hub. This was mixed-methods research. The sample in the quantitative research consisted of 420 automobile users in Saraburi Province who had used automobile repair shop services. The research instrument was a questionnaire. For the qualitative research, 60 participants comprising representatives from automobile repair shop business operators and automobile users in Saraburi Province were interviewed through in-depth interviews. The statistics used for data analysis consisted of structural equation modeling, content analysis, and SWOT/TOWS analysis with triangulation.

The research findings revealed that the factors influencing customer lifetime value in using automobile repair shop services in Saraburi Province were: 1) service innovation, marketing mix, business image, relationship quality, and perceived service quality had both direct and indirect effects on customer lifetime value; and 2) the researcher developed the SPARK Model for creating customer lifetime value in automobile repair services in Saraburi Province, which integrates all five factors as a guideline for developing and improving automobile repair shop businesses to effectively create customer lifetime value, gain competitive advantage, and sustainably serve as a transportation hub in Saraburi Province.

Validating Sustainability Dimensions of Coconut Farming in Thailand: A Confirmatory Factor Analysis Based on the Sustainable Coconut Charter (SCC)

Arongkot Khosshasarn — 2026-08-29

Coconut farming plays an important role in Thailand’s agricultural economy and serves as a primary source of income for smallholder farmers. However, the coconut production system is currently facing several sustainability challenges, including declining yields, aging coconut trees, increasing risks from climate change, and structural limitations in the market. Although sustainability frameworks have been increasingly adopted within agricultural supply chains, there is still a lack of empirical evidence confirming whether the proposed sustainability dimensions can adequately explain the context of coconut farming in Thailand. This study aims to validate the structure of sustainability dimensions in coconut farming in Thailand under the Sustainable Coconut Charter framework. Confirmatory Factor Analysis (CFA) was employed to test both first-order and second-order measurement models. The research adopted a cross-sectional quantitative approach, with a sample of 47 key stakeholders involved in the coconut supply chain from Surat Thani, Prachuap Khiri Khan, and Chumphon provinces.

The findings indicate that the model demonstrates a good fit with the empirical data and supports a multidimensional structure of sustainability consisting of three dimensions: economic, social, and environmental. All nine indicators—productivity monitoring, income diversification, price transparency, occupational health and safety, labor rights protection, farmer representation, climate resilience practices, biodiversity conservation, and soil management—significantly reflect their respective latent constructs. Among these, the environmental dimension shows the strongest influence on overall sustainability, followed by the social and economic dimensions. This result reflects the hierarchical nature of sustainability within the context of smallholder coconut farming in Thailand.

The Outcomes of Guardian Smoke Out Online Game on Perceived Susceptibility and Perceived Severity of E-Cigarettes among Junior High School Students

Nipaporn Patcharakaetanont — 2026-08-29

This research aimed to study the effect of the online game Guardian Smoke Out on the perceived susceptibility and perceived severity of e-cigarettes among junior high school students. The population consisted of 191 junior high school students from one school, selected using multi-stage random sampling. A sample size of 53 people was used for the study. The intervention was Guardian Smoke Out. Data was collected using a 15-item questionnaire on perceived susceptibility of e-cigarettes (IOC=0.80, a=0.89) and a 15-item questionnaire on perceived severity of e-cigarettes (IOC=1.00, a=0.91). Data were analyzed using descriptive statistics and the Wilcoxon Sign Rank test. The distribution of data was tested using the Kolmogorov-Smirnov statistic, which revealed an abnormal distribution (p<.05).

The results showed that: After the intervention, junior high school students had significantly higher scores on perceived susceptibility of e-cigarettes than before the intervention (Z=-2.59, p<.05), and significantly higher scores on perceived severity of e-cigarettes than before the intervention (Z=-2.07, p<.05). The online game Guardian Smoke Out is an effective medium for enhancing awareness of the risk and severity of e-cigarettes among junior high school students. Further studies are needed to evaluate the long-term impact of the game on e-cigarette use behavior and to develop the game to be more relevant to the target group’s context.

Brand Image and Brand Communication of an Electric Motorcycle Manufacturer: A Qualitative Case Study of I-MOTOR

Thawatchai Karnbut — 2026-08-29

This research aimed to examine the brand image building and brand communication of I-MOTOR, a Thai electric motorcycle manufacturer, and to analyze the strategies, approaches, and impacts of its brand communication. This study employed a qualitative research approach, using in-depth interviews to collect data from 10 key informants, consisting of 1 senior executive, 2 personnel responsible for communication and marketing operations, 2 personnel in sales support and after-sales service, 1 electric motorcycle influencer, and 4 actual users and dealers. The data were analyzed using thematic analysis, based on Braun and Clarke (2006), within the conceptual framework of communication studies, including the SMCR communication model, brand communication concepts, brand storytelling, and consumer motivation and perception.

The findings revealed that 1) I-MOTOR places strong emphasis on building its brand image as a credible and competent Thai electric motorcycle manufacturer by communicating its long-standing experience and expertise in manufacturing motorcycle components in accordance with Japanese industrial standards. 2) I-MOTOR’s brand communication is characterized by an integrated approach implemented through two key strategies: (a) integrated brand communication across digital media and offline marketing activities, and (b) brand storytelling that connects innovation with the daily lives of Thai consumers. 3) As a result of such communication, stakeholders perceive I-MOTOR as a modern and sincere Thai brand that understands local consumers, which contributes to enhanced brand trust and positive brand attitudes.

Guidelines for Promoting Community Relations of Small-sized Schools Administrators under Prachinburi Primary Educational Service Area Office 2

Dharuth Sripariyat — 2026-08-29

The objectives of this research were: 1) to study the current state of the community relations promotion of small-sized school administrators under Prachinburi Primary Educational Service Area Office 2; 2) to compare the opinions of school administrators and teachers toward the promotion of community relations of small-sized school administrators under Prachinburi Primary Educational Service Area Office 2, based on gender, age, educational level, and work experience; and 3) to the guidelines for promoting community relations of small-sized school administrators under Prachinburi Primary Educational Service Area Office 2. The research sample consisted of 192 administrators and teachers selected through simple random sampling, and 5 key administrators for interviews. The research instruments were questionnaires and interview forms, with content validity ranging from 0.67 to 1.00, and the reliability coefficient of 0.91. The data were analysis using percentage, mean, standard deviation, t-test, one-way ANOVA, LSD, and content analysis.

The research results found that 1) the current state of community relations promotion by small-sized schools administrators is, overall, at the highest level. The aspects with the highest average scores were community participation and resource support, network building and school committees, and safety and health management. This is followed by participatory development in education management, communication and public relations, and participation in community activities, respectively. 2)The comparison of the opinions of administrators and teachers, found that age, educational level, and work experience, revealed statistically significant differences at the .01 level. However, administrators and teachers of different genders did not show significant differences in their opinions, both overall and in specific aspects. 3) The guidelines for the community relations promotion of small-sized school administrators found on that it should be based on the principle of multi-stakeholder participation. This involved building networks and collaborations with school boards, communities, and relevant agencies to collectively develop educational management. This also included promoting participation in various activities, supporting resources with transparency, ensuring student safety and health, and providing comprehensive and clear public relations, in order to foster trust and sustainable positive relations between the schools and the communities.

Motivation, Uses and Gratifications, and User Satisfaction with the Threads Application among Generation Z Users

Kantalas Thongboonma — 2026-08-29

This quantitative study aimed to examine the relationship between motivation
and uses of the Threads Application and user satisfaction among Generation Z users.
The sample consisted of 400 respondents born between 1995 and 2010 (aged 15-30 in 2025) who resided in Bangkok and its metropolitan area. A multi-stage sampling technique was employed. Data were collected through a questionnaire and analyzed using Pearson’s correlation coefficient. The results indicated that overall motivation for using the Threads application was positively correlated with user satisfaction at a very high level (r = .824, p < .001). Among the motivational factors, social motivation showed the highest correlation (r = .793, p < .001), followed by entertainment motivation (r = .753, p < .001), self-expression (r = .749, p < .001), and information seeking (r = .733, p < .001). Similarly, overall uses of the Threads application were positively correlated with user satisfaction at a very high level (r = .839, p < .001). Content control showed the strongest correlation (r = .787, p < .001), followed by participation (r = .771, p < .001), content creation (r = .763, p < .001), and information utilization (r = .755, p < .001).

Full Paper

Narumol Pechrasuwan — 2026-08-29

Journal of Humanities and Social Sciences, Rajapruk University

A Comparative Legal Study of England and France: Laws Concerning the Transfer of Sub-district Health Promoting Hospital Functions to Provincial Administrative Organizations

Enhancing the Efficiency of Document Storage and Retrieval for Local Administrative Organizations Through an Online Electronic System

Constitutional Amendment: A Comparative Study between the Czech Republic and Thailand

Editorial

Editorial department

List of experts who considered the article

contents

Development Guidelines for Creative Tourism Activities Based on the Cultural Capitals of Tai Saek Ethnic Communities

Transformation Leadership Affecting to the Personnel Management of School Administrators under Chachoengsao Primary Educational Service Area 2

The Impact of Influencer Types and Source Credibility on Consumer Purchase Intention

Applying Digital Media for Public Relations Development of The Royal Thai Army

Academic Administration According to the Ministry of Education’s Standards of School Administrator under Chachoengsao Primary Educational Service Area Office 2

Creative Content Strategies for Camping Marketing Communication on TikTok: A Comparative Case Study

Crisis Communication Strategy for the water is not running of Provincial Waterworks Authority, Region 4

Quality of Work Life and Internal Organizational Communication Influencing Employee Organizational Commitment in a Company in the Fast-moving Consumer Goods (FMCG) Industry in Bangkok

Influence and Consumer Perception of Marketing Communication: A Case Study of MK Suki and Suki Teenoi

The Relationship Between Instructional Leadership and Teachers’ Organizational Commitment in Schools Located in Don Mueang District, Under the Secondary Educational Service Area Office Bangkok

The Creation of Motivating to Teachers by School Administrators Under the Office of Chachoengsao Primary Educational Service Area Office 2

Guidelines for Developing School Administration toward Excellence among Private School Administrators under the Nonthaburi Provincial Education Office

Guidelines for Management with Total Quality Management in the Digital Age of School Administrators in Opportunities Expansion Schools under The Jurisdiction of The Pathum Thani Primary Educational Service Area Office 1

Core Competencies of School Administrators under Bangkok Office of Learning Encouragement

Enhancing the Chinese Vocabulary Memorization and Retention of Grade 5 Students Through the Use of Mnemonic Strategies and Games on Website

Enhancement of the Ability for Teaching Chinese Language Based on the Theory of Multiple Intelligences for Student Teachers in Schools under Ratchaburi Primary Education Service Area office

Guidelines for Guidance Administration of Watkhemapirataram School, Nonthaburi Province

Guidelines to Promote the Participatory Management Approaches to Enhancing Educational Quality in Small Schools under the Nonthaburi Primary Educational Service Area Office 2

The Influence of Service Communication on Customer Loyalty in Convenience Stores: The Moderating Role of Sincerity and the Mediating Role of Customer Engagement

Factors Associated with the Risk of Dementia among Young-Old Adults in Nong Khai Municipality, Nong Khai Province

Guideline for Promoting Education Management on Four Phomvihance Principles of Private Educational Administrators in Bangkok Metropolitans

The A Model of Customer Lifetime Value Creation for Automobile Repair Services in Saraburi Province as a Transportation Hub

Validating Sustainability Dimensions of Coconut Farming in Thailand: A Confirmatory Factor Analysis Based on the Sustainable Coconut Charter (SCC)

The Outcomes of Guardian Smoke Out Online Game on Perceived Susceptibility and Perceived Severity of E-Cigarettes among Junior High School Students

Brand Image and Brand Communication of an Electric Motorcycle Manufacturer: A Qualitative Case Study of I-MOTOR

Guidelines for Promoting Community Relations of Small-sized Schools Administrators under Prachinburi Primary Educational Service Area Office 2

Motivation, Uses and Gratifications, and User Satisfaction with the Threads Application among Generation Z Users

Full Paper