Journal of Humanities and Social Sciences Thonburi University

The Adaptation of Sport Entrepreneurs to the Transition into an Aging Society

Onanong Wichinrotjaral — 2026-02-05

This study examines how entrepreneurial resourcefulness—across personal, people, and political dimensions—supports the business adaptability of sports entrepreneurs within the context of Thailand’s rapidly aging society. Employing a qualitative methodology with in-depth, semi-structured interviews of five sports entrepreneurs, the study reveals that personal resourcefulness (e.g., strategic thinking, resilience), people resourcefulness (e.g., empathy-driven service, team collaboration), and political resourcefulness (e.g., navigating government support schemes) collectively enhance adaptability and strategy development. While personal and people dimensions are foundational across all cases, political engagement varies significantly, highlighting structural gaps in policy accessibility for SMEs. The findings contribute to entrepreneurship literature by framing resourcefulness as a multi-level construct and offer practical insights for aligning business strategies with demographic shifts.

The Integrated Model of Electronic Factors: E-trust, E-service Quality, and E-satisfaction Affecting E-repurchase Intention on Shopee Platform

Panwadee Lerdloompheephan — 2026-02-05

This research aims to analyze the causal relationship between electronic factors and repurchase behavior on the Shopee platform. Data was collected through questionnaires from 400 Generation Z consumers aged between 18 and 26 years in Bangkok. Descriptive statistics and Structural Equation Modeling (SEM) were employed using SPSS and AMOS software. The findings revealed that Generation Z consumers exhibited a high level of electronic trust, particularly in terms of security. The quality of electronic services was also rated high, especially in terms of operational efficiency. Moreover, electronic satisfaction was found to be high in the areas of customer service and support, while repurchase behavior showed the highest mean score in purchase intention. The analysis of the structural model indicated that electronic trust and electronic service quality had a statistically significant causal influence on electronic satisfaction and repurchase behavior at the 0.05 level. The developed model demonstrated a good fit with the empirical data (χ²/df = 1.691, GFI = 0.930, AGFI = 0.908, NFI = 0.953, IFI = 0.979, CFI = 0.979, RMR = 0.028, RMSEA = 0.043) and exhibited strong predictive capability, accounting for 79.70% of the variance.

Development of Augmented Reality Learning Media on Traffic Rules and Vehicle Laws in Car driving job subject for Vocational Certificate Students

Siraprapa Traisanee — 2026-02-05

The objectives of this research are 1) to determine the effectiveness of Augmented Reality learning media on traffic rules and vehicle laws in Car driving job subject for vocational certificate students, and 2) to compare the learning achievement of Vocational Certificate level students using the Augmented Reality learning media on traffic rules and vehicle laws in Car driving job subject for vocational certificate students with the set criterion of 80 percent. The sample consisted of 26 second-year Vocational Certificate students in the Automotive Department at Lamplaimat Industrial and Community Education College, selected using cluster random sampling. The research instruments included. 1) augmented reality learning media on traffic rules and vehicle laws in Car driving job subject. 2) An evaluation form for the suitability of the augmented reality teaching media. 3) A learning achievement test on traffic rules and vehicle laws in Car driving job subject. The statistics used for data analysis were the mean, standard deviation. The results indicated that the overall suitability evaluation of the developed learning media was at the highest level (= 4.63, S.D.= 0.45). The effectiveness of the learning media was found to be higher than the specified criterion at 82.69/87.31. Furthermore,
the students' average learning achievement after using the augmented reality learning media was 26.19 A comparison against the 80 percent criterion revealed that the students' learning achievement was significantly higher than the criterion at the .05 level of statistical significance.

The Relationship between Cash Flow Statement and Financial Distress Warning Signal of Savings Cooperative in the Upper Northern Region

Niphawan Mahamai — 2026-02-05

This study examines the relationship between cash flow statements and the Altman (1983) Z-score of cooperative savings in the upper Northern region, The study utilises financial statement data from 2021 to 2024, comprising a total of 108 data points. Descriptive and inferential statistical methods were employed for the analysis. The findings reveal a statistically significant negative correlation between the variables in Altman (1983) Z-score model and cash flows from operating activities (CFO), with a correlation coefficient of -0.291 at the 99% confidence level. Furthermore, the current assets to total assets ratio (X₁) is negatively correlated with both cash flows from operating activities (CFO) and cash flows from financing activities (CFF). The retained earnings to total assets ratio (X₂) shows a negative correlation with cash flows from operating activities (CFO), while the earnings before interest and taxes to total assets ratio (X₃) is negatively correlated with both cash flows from investing activities (CFI) and financing activities (CFF). Based on these findings, it is recommended that management team should closely monitor cash flow statements, as they reflect the true liquidity position of savings cooperatives.

Guidelines for the Development of Health Tourism for Thai Elderly Tourists in Chiang Rai Province

Wasan Kantvorarat — 2026-02-05

This research aimed to 1) examine the needs regarding the 6A tourism components of Thai elderly tourists toward health tourism in Chiang Rai Province, and 2) propose guidelines for the development of health tourism for Thai elderly tourists in Chiang Rai Province. A mixed-methods research approach was employed. The sample consisted of 400 elderly people and 15 key informants, including representatives from government agencies, public health organizations, elderly groups, and tourism entrepreneurs. The research findings revealed that Thai elderly tourists had the highest level of demand for health tourism in Chiang Rai Province. The most important aspect was tourism services, followed by accommodation, facilities, accessibility, attractions, and activities, respectively. Regarding the guidelines for the development of health tourism for Thai elderly tourists in Chiang Rai Province, attractions should be developed to accommodate elderly tourists by emphasizing tranquility and the restoration of both physical and mental health. This includes developing tourism sites linked to religion and spirituality, ensuring safety, and providing activities that help reduce stress. Transportation should focus on improving infrastructure suitable for the elderly by providing safe pedestrian walkways and convenient transportation systems, as well as improving facilities in accordance with universal design principles to ensure easy access and usability for everyone, regardless of physical ability or age, while enhancing convenience and safety in all dimensions. Accommodation should offer a quiet and safe environment and provide tourism activities that emphasize relaxation and health promotion. Service personnel should possess appropriate skills and knowledge in elderly care, along with information service points and first-aid facilities to enhance confidence and safety for elderly tourists during their travels.

The Effects of The Counseling-Based Guidance Activities on Enhancing Self-esteem among Mathayom 2 Students

Chutamat Mee-u-saha — 2026-02-05

The objectives of this research were 1) to develop guidance activities based on counseling theories to promote self-esteem among Grade 8 students and 2) to compare their self-esteem before and after participating in guidance activities designed to enhance self-esteem. The population consisted of 530 Grade 8 students at Srinakharinwirot University Prasarnmit Demonstration school. Data were collected from the entire population to examine overall self-esteem levels. Thirty-six students whose self-esteem scores were at or below the 25th percentile were selected as the sample for the experimental group. The research instruments included guidance activities developed based on counseling theories and a self-esteem assessment. Data were analyzed using descriptive statistics, including mean () and standard deviation (S.D.). The results revealed that the overall self-esteem of students was at a high level (= 3.56, S.D. = .44). When comparing pre-test and post-test results, the post-test mean score (= 3.69, S.D. = .49) was higher than the pre-test score. The findings indicate that guidance activities based on counseling theories are effective in enhancing self-esteem among lower secondary school students and can be appropriately applied to support students’ affective development.

Status of instructional management based on outcome-based education (OBE) in the Master of Education Program in Educational Administration, Thonburi University

Pathomporn Indrangkura na Ayudthya — 2026-02-05

This study investigated the implementation of Outcome-Based Education (OBE) in instructional management within the Master of Education Program in Educational Administration at Thonburi University, using a quantitative research design. The population comprised graduate students enrolled in 2023 and 2024 who were actively taking courses. A total of 75 students participated, and data were collected via a structured questionnaire. Results showed that most respondents were female (69.3%) and aged 31–45 years (68%). The largest proportion were teachers under the Office of the Basic Education Commission at the primary education level (41.3%). Most had five or more years of teaching experience (50.7%), while the majority had less than three years of administrative experience at the level of subject head or department head and above (41.3%). Comparison of mean scores between students’ expectations and the current implementation of OBE-based instructional management indicated that expectations were significantly higher than actual practice in three dimensions: Outcome-Based Curriculum, Constructive Alignment learning activities, and facilities and instructional technology. No significant differences were found in Learning Outcomes Assessment Methods and Instructor Competency, indicating effective implementation in these areas.

Ethical Ethics Affecting Professional Learning Performance: A Case Study of Undergraduate Student Teachers at Mahamakut Buddhist University

Phramaha Sithorn Thongyong — 2026-02-05

This research aimed to examine the understanding of ethics and morality and its impact on professional learning among undergraduate teaching students at Mahamakut Buddhist University. The sample consisted of 245 undergraduate students from the Faculty of Education. Data were collected using questionnaires, a morality and morality understanding test, and a teacher professional competency test. Descriptive statistics and inferential statistics were used for data analysis, including Pearson's product moment correlation coefficient and multiple regression analysis. The results revealed that students had a high level of understanding of ethics and professional learning competency. The highest mean value for ethics and morality was honesty, while the highest mean value for learning management was learning management. The statistically significant correlations between ethics and morality were found to be related to overall teaching professional competency, namely, sufficiency (β = .253, p < .01) and honesty (β = .203, p < .05). The results suggest that ethics and morality significantly influence professional competencies among student teachers and can serve as guidelines for developing more effective curricula and teaching internship activities.

Research for Development of Innovation for Public and Private Management: Analysis of Types of Cities

Aree Phasansinthuwong — 2026-02-05

This academic article presents a conceptual framework and research directions for developing administrative innovations in both the public and private sectors. The study emphasizes analysis across diverse urban typologies—including metropolises, major cities, secondary cities, small towns, tourism hubs, and industrial zones—to understand how specific urban contexts influence research design and the formulation of effective public policy. By integrating contemporary public administration theories and illustrating the application of public management innovations tailored to urban types for sustainable development, drawing on significant national and international case studies. Academic Findings: The findings of this study are summarized as follows: Theoretical Frameworks for Urban Development: 1) The study identifies key theories essential for urban administrative evolution, comprising: 1.1) Urban Management Theory, 1.2) Collaborative Governance, 1.3) Mission-Oriented Innovation, 1.4) New Public Management, 1.5) Governance Theory, and 1.6) Network Governance, including private sector engagement. 2) Context-Specific Administrative Frameworks: The development of administrative frameworks and innovations must account for urban contexts through three core dimensions: Sustainability Dimensions (Economic, Social, and Environmental); Urban Specificities (e.g., sectoral dependencies, infrastructure, and labor issues); and Policy Interventions (Legal frameworks, administrative mechanisms, innovation, and finance). and 3) Strategic Research: Developing sustainable development pathways requires a systematic planning process that reviews concepts, theories, and research problems to create innovations tailored to the specific needs and potentials of diverse urban contexts within the digital era.