Journal of Multidisciplinary in Social Sciences

Choreography Creation of Sri Dvaravati Swarapunya Dance Set for Enhancing Public Relations and Promoting Cultural Tourism Attractions of Prasat Thong, Surin, Thailand

2024-12-25T14:13:10+07:00

Choreography creation fosters growth and prosperity to the realm of dancing art. When a choreography is aesthetically pleasing, it gains widespread recognition and contributes to the creation of cultural identity and the promotion of cultural tourism on community levels. This research aimed to: (1) study the identities of Prasat Thong’s community, Prasat Thong Sub-district, Khwao Sinarin District, Surin Province, Thailand; (2) create the choreography of Sri Dvaravati Swarapunya; and (3) enhance the public relations and promoting cultural tourism of Prasat Thong’s community. Data was collected through documentary analysis and fieldworks, including observation, interview, focus group discussion, participation in community rituals, and workshop. A total of 100 individuals (77 informants for group 1, 10 key informants for group 2, 10 students for group 3, and three academic experts for group 4) were involved in this research, using the qualitative research approach by inductive analysis, and descriptive analysis. Research findings revealed that the identities of Prasat Thong’s community delved into the community’s histories, cultures and distinctive folk performances. The results showed that Prasat Thong’s community has the identities expressing through local performing arts and traditions, which provide a strong foundation for the development of choreography. Additionally, Sri Dvaravati Swarapunya dance set was literally designed to reflect those identities and community’s ways of life. It showcases a captivating blend of sacred and aesthetic dancing movements, paying homage to local arts and cultures with fostering community’s pride. This research not only created the choreography but also served a powerful tool for promoting the cultural tourism to Prasat Thong’s community, stimulating the local economy, and ensuring the conservation of this valuable cultural heritage.

Development and Validation of an Esports Stadium Atmosphere Measurement Scale: A Case Study in Thailand

2025-03-10T11:44:07+07:00

Esports has emerged as a rapidly growing industry, attracting significant attention and generating revenue across multiple sectors through large-scale events. These events offer unique experiences, with fans participating both online through streaming platforms and offline by attending in person. The stadium atmosphere provides a distinct and immersive experience unavailable in online viewing, making it a key factor in drawing live audiences. While the atmosphere in traditional sports stadiums has been extensively studied, limited research exists on this topic in the context of esports. This study aimed to investigate the factors influencing esports stadium atmosphere and to develop a reliable and valid instrument to measure it, referred to as the Esports Stadium Atmosphere (ESSA) scale. A mixed-method approach was employed across three steps. Step I involved a qualitative exploration, including literature reviews, in-depth interviews, and expert panel evaluations, generating 81 potential items. Step II (n = 200) used exploratory factor analysis (EFA) to refine the scale, revealing a 6-factor, 29-item structure. Step III (n = 340) validated the scale using confirmatory factor analysis (CFA), confirming the model's dimensionality, reliability, and validity, with the final ESSA scale comprising six factors and 21 items. The results indicate that "stage devices" and "in-game related items and merchandise" possess distinct characteristics unique to the esports setting. Another noteworthy finding is that fan demographics and behavior differ significantly between traditional sports and esports. The results provide valuable insights and practical recommendations for esports organizers and management to enhance live event experiences through a validated ESSA scale.

A Paradigm Shift in Human Resources through the Integration of ChatGPT in Talent Management and Beyond

2025-01-03T13:47:53+07:00

This study examines the integration of generative artificial intelligence (AI), particularly ChatGPT, in human resource (HR) management and its transformative potential in talent management practices. A qualitative research design was adopted, involving in-depth interviews with 15 HR professionals, including frontline staff, managers, and key stakeholders from HR organizations in Krabi, Thailand. The data were analyzed using content analysis supported by NVivo software to identify key themes related to the application of ChatGPT in HR functions. The findings indicate that ChatGPT can streamline recruitment and candidate screening processes, enhance employee onboarding and training, support employee engagement and well-being initiatives, facilitate data-driven decision-making, promote diversity and inclusion, and improve HR self-service operations. To strengthen practical implementation, the study recommends a phased adoption strategy, beginning with administrative tasks and gradually expanding to decision-support functions. Organizations are also advised to establish clear ethical guidelines, continuously monitor AI-generated outputs, and integrate AI tools with human expertise to ensure an appropriate balance between automation and professional judgment. The study offers practical implications for HR practitioners, including the development of AI competency training, refinement of AI-assisted decision-making processes, and the promotion of transparency in AI-supported recruitment and performance evaluation systems. Overall, the findings provide a strategic framework for leveraging ChatGPT to enhance efficiency, fairness, and innovation in HR management. As AI technologies continue to evolve, responsible and ethical implementation will be essential to fostering a more effective and employee-centered HR environment.

Decoding Voter Behavior: The Influence of Political Marketing on Electoral Decisions

2024-05-10T13:24:33+07:00

This study employs a quantitative methodology to examine the influence of political marketing dimensions—promotion, product, price, and place—on voting decisions, utilizing data from 383 participants in Thailand’s central region. The central region was selected for its demographic diversity and socio-political significance, providing a representative context for understanding voting decisions. Data were collected using a structured survey and a 5-point Likert scale. Reliability across all constructs was confirmed through Cronbach’s alpha demonstrating strong internal consistency. Multiple regression analysis via SMART PLS revealed that political promotion and product strategies exert the most substantial impact on voter decisions, while accessibility and price play supportive roles. The findings underscore the critical importance of targeted promotional strategies and well-aligned political offerings in driving voter engagement. Recommendations include leveraging digital platforms and enhancing informational accessibility to increase participation. Although the study’s regional scope and reliance on self-reported data present certain limitations, the results provide valuable insights for political strategists seeking to strengthen democratic engagement and voter turnout in diverse contexts.

Mechanisms for Collaboration and Engagement in High-Value Agricultural and Food Business Groups, in Accordance with the Development Guidelines for New Economic Hubs within the Central-Western Economic Corridor

2026-04-03T10:19:23+07:00

This research aimed to: (1) examine the background information and current situation of high-value agricultural and food product clusters in the Central-Western Economic Corridor (CWEC); (2) design and prioritize potential clusters for development within the CWEC; (3) establish a stakeholder network cooperation mechanism; and (4) formulate policy recommendations for the CWEC, which encompasses four provinces: Kanchanaburi, Suphan Buri, Phra Nakhon Si Ayutthaya, and Nakhon Pathom. The study employed a qualitative methodology through participatory action research (PAR), grounded in a holistic development approach and the Quadruple Helix concept. A total of 75 key informants participated, including 33 representatives from government and state enterprises, 8 from the private sector and entrepreneurial ventures, 19 from academia and expert fields, and 15 from the community. Research instruments included secondary data sources, semi-structured interview guides, focus group discussions, and brainstorming sessions. Key informants were selected through purposive sampling based on direct institutional or community involvement in the CWEC development agenda; within each group, snowball referral was applied where access was limited. Data validity was ensured through methodological triangulation combining in-depth interviews, focus group discussions, documentary analysis and source triangulation across all four stakeholder groups. Qualitative content analysis followed systematic coding procedures, with inter-rater discrepancies resolved through structured discussion. Findings revealed that the CWEC possesses considerable potential for linking production bases to the ASEAN region, though challenges remain in infrastructure and policy integration. The evaluation of potential business clusters resulted in the following prioritization: (1) white shrimp and giant freshwater prawn, (2) tropical fruits, (3) rice, (4) tilapia and snakehead fish, and (5) beef cattle. Furthermore, the study developed the Public–Private–Academic–Community (PPA-C) Model, a contextualized Quadruple Helix cooperation mechanism for inclusive agro-food cluster governance in which communities serve as active co-producers rather than passive beneficiaries. Cluster potential was evaluated across four criteria: economic potential, market and export potential, sustainability and competitiveness, and readiness for development and impact; the five priority clusters (shrimp, tropical fruit, rice, freshwater fish, and beef cattle) yielded overall mean scores of 7.91, 7.81, 7.73, 7.60, and 6.60, respectively. Policy recommendations emphasize enhancing product value through technology, improving infrastructure, and expanding domestic and international markets. Short-, medium-, and long-term action plans are proposed to strengthen sustainable competitiveness.

Lanna Modernization in Extension Route: Enhancing Creative Tourism Initiatives along the Lampang-Phrae-Uttaradit-Phitsanulok Railway Route in Northern Thailand

2024-10-07T16:57:10+07:00

This research aimed to expand and enhance the creative tourism route along the State Railways of Thailand's northern railway line, specifically extending the previous Chiang Mai-Lampang route to include Phrae, Uttaradit, and Phitsanulok provinces. Through this route expansion, the study focused on improving route configurations and introducing novel products and services aligned with creative tourism objectives. Through a mixed-method approach, the study integrated multiple data collection strategies from a total of 274 individuals: in-depth interviews with 35 key informants, focus group discussions involving 65 participants by purposive selection, meanwhile, the quantitative component, 174 respondents were selected from a finite population of 320 tourists through non-probability quota sampling, with the sample size determined using Krejcie and Morgan's table. These respondents were all tourists who had purchased commercial railroad travel experiences in 2023. These qualitative and quantitative methodologies, alongside participatory action research principles and field studies, provided comprehensive insights into the development of creative tourism initiatives. Rigorous validation processes ensured the 0.84 reliability test of research instruments. The analysis revealed an extension of the route from a previous study on the Chiang Mai to Lampang railway journey in Northern Thailand, encompassing Lampang, Phrae, Uttaradit, and Phitsanulok Provinces, highlights the historical essence of rail travel and introduces creative tourism activities, fostering a deep connection with the region's culture. Continuous feedback gathering ensured an audience-centric experience, inspiring curiosity and engagement among travelers. Novel products and services were developed, reflecting the distinct identities of the provinces and reimagining them to align with the region's cultural landscape. This immersive journey celebrates the area's rich heritage and diversity. The study's findings can inform future endeavors in creative tourism development, enhancing travel experiences along the Chiang Mai to Phitsanulok railway journey.

The Influencing Factors of Teachers’ Job Satisfaction and its Influence on Instructional Practices: Evidence from Korea TIMSS 2019

2024-10-09T10:16:56+07:00

This paper investigates the factors influencing teachers' job satisfaction and its relationship with instructional practices. Grounded in the Job Demands–Resources Theory, the study employs partial least squares structural equation modeling to analyze data from 463 eighth-grade mathematics and science teachers using eTIMSS 2019 data from Korea. Job demands include challenges faced by teachers and those posed by students. Job resources encompass the school’s emphasis on academic success (from both teachers’ and others’ perspectives), the school environment (including school safety, student behavior, and school rules), and professional development (both past and anticipated). The dependent variables are teachers' job satisfaction and their instructional practices. The study finds that emphasis on academic success, school safety, student behavior, and past professional development are positively associated with higher job satisfaction. Additionally, there is a significant correlation between teachers’ instructional practices and their job satisfaction. Although student-related challenges such as disruptive behavior and lack of interest do not directly impact job satisfaction, teachers express concern about these issues. The findings underscore the importance of factors that enhance both teachers’ job satisfaction and instructional practices. By identifying key elements that contribute to satisfaction, this research provides insights to inform policy and practice in educational settings. Theoretical and practical implications are discussed, emphasizing the need for supportive school environments and professional development opportunities to sustain high levels of teacher satisfaction.

Structural and Sociocultural Determinants of Military Authoritarianism in Thailand

2026-02-02T13:23:49+07:00

Military authoritarianism has persisted in Thailand despite repeated attempts at democratic transition, yet the structural and sociocultural conditions underlying this persistence remain insufficiently examined. This study aims to examine the structural and sociocultural factors that contribute to the persistence of military authoritarianism in Thailand. A qualitative approach was employed, combining document analysis of official documents and archival materials with in-depth interviews with 20 key informants, including political scientists, politicians, military officers, legal scholars, and civil society actors. Data were analyzed using grounded theory procedures for systematic category development and phenomenological reflection for experiential interpretation, with triangulation across documentary and interview data to enhance credibility. The study uncovers three principal factors sustaining military authoritarianism. First, long years of deep political polarization have curtailed the ability of democratic institutions to manage conflict, creating persistent governance vacuums in which the military positions itself as a neutral arbiter. Second, the absence of credible conflict-resolution mechanisms and the deteriorating legitimacy of constitutional, parliamentary, and oversight institutions have undermined public trust, enabling extra-constitutional intervention under the guise of emergency circumstances. Third, the state's framing of national security narratives—reinforced by entrenched nationalist sentiments—allows the military to rationalize its political dominance by characterizing dissent, reform movements, or democratic mobilization as threats to national unity. These three factors operate as a mutually reinforcing structural cycle in which civilian authority is fragile, public trust in democratic processes is undermined, and opportunities for military reassertion persist. In conclusion, the findings confirm that the persistence of military authoritarianism in Thailand is not contingent upon any single political event but rather reflects the long arc of embedded institutional failings and socio-political and cultural forces.

Ethical Negotiation: Analyzing Thailand’s Responses toward Myanmar Displaced Persons in Thailand

2024-10-10T16:13:46+07:00

Understanding the historical context of migration flows to Thailand underscores the complexities of refugee issues and the challenge of balancing humanitarian obligations with national security. Although Thailand is not a signatory to the 1951 Refugee Convention or its 1967 Protocol, collectively referred to as the international refugee law (IRL), it has nonetheless served as a host country in Southeast Asia for internationally displaced people forced to leave their homes. Drawing on Boswell’s (2005) scholarship on Ethical Negotiation, this study examines how Thailand navigates competing priorities, protecting vulnerable populations while safeguarding national interests. The research employs qualitative methods rooted in document analysis of legal frameworks, policy documents, and academic literature, applying Boswell's Ethical Negotiation framework as an analytical lens to assess Thailand's refugee management practices. Findings reveal that Thailand manages Myanmar displaced persons through ethical negotiation, balancing humanitarian assistance with national security priorities, sovereignty concerns, and regional diplomacy. At the same time, Thailand must contend with tensions between ad hoc practices and international legal standards.