Connexion: Journal of Humanities and Social Sciences

Ten Years of China’s Belt and Road Initiative: The Case of the China-Laos-Thailand High-Speed Railway Project

Pittaya Suvakunta — 2025-12-25

This study examines a decade of China’s Belt and Road Initiative (BRI) with a focus on the China-Laos-Thailand High-Speed Railway Project. It pursues three objectives: (1) to trace the development of the project over ten years, (2) to analyze its economic and geopolitical impacts, and (3) to identify the challenges and lessons learned from railway development projects in the region. The research employed qualitative methods, including field surveys, and stakeholder interviews. Findings indicate that the BRI’s first decade has seen the completion of the high-speed rail link between Yunnan Province (China) and Laos, with future extensions required to connect Bangkok and other Thai urban centers. Cross-border transport capacity remains limited, and investment regulations continue to hinder progress. Effective cross-border infrastructure development will require negotiations at both government and private-sector levels, as well as flexible logistics networks adaptable to shifting regional dynamics. Despite ongoing challenges, the BRI railway project offers significant opportunities for deepened cooperation among China, Laos, and Thailand. The project promises enhanced regional competitiveness, regional integration, strengthened bargaining power, and a more balanced distribution of influence across Southeast Asia.

Developing Service Quality in Airport Emergency Planning: A Case Study of Mae Fah Luang Chiang Rai International Airport, Thailand

Maysinee Buddhanimitsanti — 2025-10-09

This qualitative study pursues two objectives: (1) to examine the service quality of the Airport Emergency Plan (AEP) at Mae Fah Luang Chiang Rai International Airport, and (2) to propose guidelines for enhancing that service quality within the same context. A purposive sample of 31 key informants includes airport personnel, external agencies, and emergency planners. The beneficiaries were interviewed using a semi-structured protocol based on the five SERVQUAL dimensions (Tangibles, Reliability, Responsiveness, Assurance, Empathy). Data were analyzed through inductive thematic analysis, and the credibility of the findings was verified via data triangulation across sources. The results show that Reliability is regarded as the most critical dimension, followed sequentially by Assurance, Responsiveness, and Empathy, whereas Tangibles receive the least emphasis. Four overarching themes for enhancing AEP service quality emerged: (1) Staff, (2) Equipment, (3) Process, and (4) Communication. Strengthening reliability and assurance while adhering to CAAT requirements is pivotal to boosting the effectiveness of airport emergency operations. The proposed guidelines can serve as a prototype for other regional airports in Thailand, thereby contributing to the sustainable enhancement of national aviation safety capability.

An Empirical Study of University Students’ Self-Protection Against Online Football Gambling in Urban Thailand

Saichol Panyachit — 2025-10-09

Thailand, the numbers of young gamblers accessing online gambling, particularly adolescents, are rising every year, aligning with their characteristics as digital natives. Although various sectors in society have increased their efforts to campaign against online gambling, previous research remains limited in terms of specific focus on online football gambling in youth and adolescence. This study aims to investigate self-protection against online football gambling among Thai university students through a cross-sectional survey using a quantitative approach, in which data was collected through a questionnaire from 392 Thai university students and analyzed using a multinomial logit model. The research findings reveal that football gambling protection among Thai university students can be categorized into three patterns: No Protective Behavior (NPB), Situational Protective Behavior (SPB), and Consistent Protective Behavior (CPB). Furthermore, sociodemographic factors (including academic field of study, age, and monthly allowance) and football-watching habits (such as the football league and football streaming) are associated with football gambling protection among Thai university students. This reflects the different social experiences among Thai university students. The findings of this study are important because the government or other sectors in society can utilize these results to develop guidelines for preventing access to online football gambling among children and youth. The association between football gambling protection, sociodemographic factors, and football-watching habits reflects how football-viewing behavior is linked to the ability to protect oneself from gambling. In terms of policy implementation, interventions may begin with the at-risk group—those with No Protective Behavior (NPB)—by promoting online gambling literacy during football seasons when the sport gains high popularity.

Influence of Social Media Marketing, Perceived Value and Brand Trust on Willingness to Pay for Green Food Packaging

Tanaporn Sinchai — 2025-10-09

This study aims to (1) examine the relationships among social media marketing, perceived environmental value, brand trust, and consumers’ willingness to pay (WTP) for green food packaging, and (2) investigate the mediating roles of perceived environmental value and brand trust between social media marketing and WTP for the packaging. Data were collected from 320 respondents who had prior experience in buying green food packaging. A non-probability sampling approach was employed for data collection. Quota sampling was then used to ensure proportional representation of regional populations in Thailand. Data were collected using an online questionnaire and analyzed through descriptive statistics and structural equation modeling (SEM). The findings show that the proposed WTP model demonstrates a good fit with the empirical data. Social media marketing does not exert a direct effect on WTP (p > 0.05), however, it significantly affects perceived environmental value and brand trust. Both perceived environmental value and brand trust positively influence WTP, with brand trust emerging as the most influential factor (Total Effect = 0.878). Furthermore, perceived environmental value acts as a partial mediator between social media marketing and WTP, whereas brand trust provides full mediation effect.

The Influence of Brand Equity on Brand Loyalty toward Apple: The Mediating Role of Brand Tribe and the Moderating Role of Media Exposure

Sasiwimon Puphoung — 2025-12-25

This study aims to examine the consistency of a causal model explaining the factors influencing brand loyalty in the technology product sector, where consumers today have a growing number of choices. The research investigates both the direct and indirect effects of brand equity on brand loyalty, with brand tribe serving as a mediating variable and media exposure as a moderating variable. Purposive sampling was employed to collect data from consumers aged 18 years and above who use Apple products in Thailand. A total of 600 respondents were analyzed using Structural Equation Modeling (SEM). The measurement model analysis results revealed that all four latent variables-brand equity, brand tribe, media exposure, and brand loyalty-demonstrated acceptable reliability and convergent validity according to standard criteria.

The structural model analysis results showed that brand equity has a significant positive direct effect on brand loyalty (β = 0.655). Furthermore, brand tribe significantly functions as a mediating variable that transmits the influence of brand equity to brand loyalty. The study findings also revealed that media exposure serves as a moderating variable that enhances the positive relationship between brand equity and brand loyalty, with this relationship becoming stronger when consumers have higher levels of media exposure. The developed model yielded a coefficient of determination (R²) for brand loyalty of 0.843, indicating that all variables can explain 84.30 percent of the variance in brand loyalty. The findings confirm the significance of brand equity and the roles of brand tribe and media exposure in enhancing brand loyalty. The results provide valuable insights for marketers in developing strategies to foster brand loyalty in the technology product sector within the Thai consumer context, particularly through the effective use of media as a tool for reinforcing brand value.

Driving the Community Economy through Community-Based Tourism in Ban Mae Mae, Chiang Dao, Thailand: Linkages to the UNESCO Doi Chiang Dao Biosphere Reserve

Thongchai Phuwanatwichit — 2025-12-25

This research has 3 objectives: (1) To study the community context, situation, trends and tourism resources management in the Ban Mae Mae. (2) To assess the potential of tourism attraction management and the potential of community tourism management in Ban Mae Mae, and (3) study problems, threat and suggestions for guidelines to driving the community economy based on sustainable community tourism in Ban Mae Mae. Chiang Dao District Chiang Mai Province linked it to the Doi Chiang Dao World Biosphere Reserve of UNESCO. Using a mixed research methodology. Collected qualitative and quantitative data. With a focus group, In-depth interview, Observe and evaluate the potential of tourism destination management with those involved. and assessment of tourist destination potential from a sample group of Thai and foreign tourists. Data were analyzed using content analysis. and statistical analysis.

From the study, it was found that the context of Ban Mae Mae community, Village No. 11, Mae Na Subdistrict, Chiang Dao District, Chiang Mai Province, is an old community where people have settled for more than 200 years, with an elevation of approximately 1,200 meters above mean sea level. The majority of the population is Thai Yuan (Yonok or Muang) and Lahu ethnic group, numbering 601 peoples, totaling 206 households. The economic structure has income from agriculture. The community has a socieo – cultural of kinship, relying on each other through agricultural practices. The situation and trend of tourism in Ban Mae Mae is likely to increase from the statistics of the number of tourists after the outbreak of the COVID-19 virus in 2023, the number of tourists during the tourist season, November-January 2024.The hotel is fully booked every day, with 80% of its rooms being Thai tourists and 20% being foreign tourists from Europe and Asia, particularly Japan. The management of tourism resources in Ban Mae Mae can be divided into two types: (1) resources within the community used to manage tourism, including (1.1) wooden houses, Lanna architecture, (1.2) natural resources, (1.3) culture, (1.4) local wisdom in basketry, and (1.5) agricultural ways of life. (2) External community resources used to manage tourism in Ban Mae Mae include (2.1) Doi Luang Chiang Dao and (2.2) San Pa Kia Highland Agricultural Research Station. Community resource management for tourism in Ban Mae Mae has two main formats: (1) homestay accommodation and (2) nature trail tourism (hiking), total distance 3.5 kilometers, time 4 hours.

The overall potential for managing tourist attractions in Ban Mae Mae, has an average value of 3.99, with high potential. Tourist attraction management has the highest average value of 4.08, followed by tourism development planning, with an average value of 4.02. providing new tourist attractions, tourism marketing, and seeking and creating new tourist attractions had similar mean scores of 3.96, 3.95, and 3.93, respectively, all of which had high potential. The potential of tourism management from the opinions of Thai tourists, overall the potential is at a high level, with an average total score of 4.03, with tourist attractions having the highest average total score of 4.60. The potential of tourism management from the opinions of foreign tourists is overall at a moderate level, with an average total score of 3.35. Tourist attractions have the highest average total score of 4.50 showing high potential.

Problems and threat in driving the community economy based on sustainable community tourism in Ban Mae Mae, linked to the UNESCO Doi Chiang Dao World Biosphere Reserve include: (1) Tourists drive their own cars to visit, resulting in insufficient parking in the community. (2) Tourist waste management: There are insufficient trash cans. Tourists litter inappropriately and throw trash into the Mae Mae River. (3) The road is narrow, making it difficult to travel when cars pass each other, which increases the risk of accidents while traveling. (4) There is insufficient parking in the community. Parking for homestay accommodations should be increased. (5) Preventing outside investors from coming to set up resorts and homestays in the community.

Guidelines for driving the community economy based on sustainable community tourism in Ban Mae Mae, linked to the UNESCO Doi Chiang Dao World Biosphere Reserve include: (1) Community transportation management by allowing tourists to use community pick-up and drop-off services. (2) Creation of a learning center on natural resources and forests linked to the UNESCO Doi Chiang Dao World Biosphere Reserve. (3) Community waste management and adding sufficient trash cans in the community; (4) Improving and expanding narrow routes to make travel convenient and safe; and (5) Establishing guidelines to prevent outside investors from setting up resorts and homestays in the community.

The Influence of Big Five Traits and Motivation on Entrepreneurial Intention among Generation Z in Thailand

Sangsuk Pithayanukul — 2025-12-25

This quantitative survey research investigates the influence of personality traits and motivation on entrepreneurial intention (EI) of young entrepreneurs born between 1997 and 2012 (Generation Z). A cross-sectional descriptive design was used to collect data by questionnaire from 400 Thai entrepreneurs aged 18 to 28. Data was descriptively analyzed by percentage, mean, and standard deviation. Inferential statistics included one-way analysis of variance (ANOVA) and multiple linear regression.

Data were analyzed that most samples were females having earned bachelor’s degrees who were in the early stages of operating small-sized businesses. Overall, personality traits were at a high level, with the highest mean score in extraversion, followed by empathy, openness to experience, conscientiousness, and emotional stability. Entrepreneurial motivation was at the highest level, with extrinsic motivation having a higher mean score than intrinsic motivation.

Additionally, gender, educational level, business size, and business longevity had no significant impact on EI. Personality traits, openness to experience and conscientiousness were found to significantly influence the intrinsic motivation of Generation Z entrepreneurs, explaining 10.9% of the variance. And personality traits of openness to experience, agreeableness, and conscientiousness were found to significantly influence extrinsic motivation, which explained 52.9% of the variance. At the same time, the personality traits of openness to experience, agreeableness, and conscientiousness were found to significantly influence EI, explaining 9.0% of the variance. Both intrinsic and extrinsic motivations influenced sample EI, jointly explaining 49.3% of the variance in entrepreneurial intention, with intrinsic motivation exerting a stronger influence than extrinsic motivation.

Guidelines for Developing Health Tourism through Forest Bathing Activities with Community Participation in Ban Pa-Ngiew, Chiang Mai Province, and Ban Huai-Phueng Border Community, Mae Hong Son Province

Sukhoom Phunnarong — 2025-12-25

This study aimed to (1) analyze the community context and compare the potential and success factors of health tourism through forest bathing with community participation in 2 communities, and (2) propose a model for forest bathing health tourism and guidelines for developing forest bathing health tourism with community participation. The study employed a Participatory Action Research (PAR) methodology, collaborating with community members and researchers to design practical activities that would lead to the establishment of forest bathing tourism in Ban Pa-Ngiew, Chiang Mai Province (30 individuals/households), and Ban Huai-Phueng, Mae Hong Son Province (34 individuals/households). Data were collected through focus group discussions and behavioral observations, and analyzed across 8 key dimensions: natural resource capital, cultural and local wisdom capital, human and social capital, physical infrastructure, economic capital and products, potential for forest bathing activities, community participation, and opportunities arising from external factors. Data analysis utilized the SWOT framework and TOWS matrix to compare strengths and success factors for community-based forest bathing tourism in both communities. The findings indicate that several key factors shape the development of forest bathing tourism in the 2 study communities. Natural resource capital, with Ban Pa-Ngiew offering environments conducive to restorative and recreational experiences, while Ban Huai-Phueng is more suitable for outdoor and holistic health activities. Cultural and local wisdom capital further differentiates the communities: Ban Pa-Ngiew emphasizes artistic traditions and local cultural expressions, whereas Ban Huai-Phueng highlights ritual practices and health-related ways of living, allowing for culturally tailored tourism activities. In terms of human and social capital, Ban Pa-Ngiew benefits from stronger readiness in human resources and skill sets, while Ban Huai-Phueng exhibits strong leadership and social cohesion but requires enhancement in tourism service capacity. With respect to physical infrastructure, Ban Huai-Phueng is comparatively better equipped, whereas Ban Pa-Ngiew needs improvements in road access and the systematic development of homestay programs. For economic capital and local products, Ban Huai-Phueng offers more diverse products but lacks certification, while Ban Pa-Ngiew remains in the early stages of product development and income generation. Regarding the potential for forest bathing activities, Ban Pa-Ngiew aligns with restorative and healing-focused experiences, whereas Ban Huai-Phueng emphasizes outdoor activities that support mental and spiritual well-being. Community participation is more structured and formalized in Ban Pa-Ngiew, while Ban Huai-Phueng lacks an organized tourism management system. Finally, external opportunities differ, with Ban Pa-Ngiew benefiting from government support and Ban Huai-Phueng showing strong potential in marketing and product branding. Drawing from these findings, the study proposes a “Participatory Forest Bathing Tourism Model” is proposed to drive economic development and promote sustainability, consisting of 5 core components: (1) leveraging local natural and cultural resources, (2) designing holistic health-promoting activities, (3) ensuring active community participation, (4) enhancing community members’ capacities, and (5) establishing contemporary marketing and communication mechanisms. The study further offers policy recommendations to support biological-based community tourism in alignment with the United Nations Sustainable Development Goals (SDGs), specifically SDG 1 (No Poverty), SDG 3 (Good Health and Well-being), SDG 8 (Decent Work and Economic Growth), and SDG 15 (Life on Land). Overall, the results demonstrate that forest bathing extends beyond a natural therapeutic practice, serving as an innovative, community-centered strategy that harmonizes economic, social, and environmental development to advance sustainable local well-being.

Cultural Interactions and the Construction of Structural Relationships in a Multicultural Area between the Yunnan Chinese in Huai Phueng Village and The Tai Yai in Thoet Thai Village, Mae Fah Luang District, Chiang Rai Province

Natsarun Laksanapeeti — 2025-12-25

The Yunnan Chinese and the Tai Yai are ethnic groups that commonly settle in close proximity and each possesses its own distinctive culture. This research aims to explore and analyze cultural interactions between the two ethnic groups within the conceptual frameworks of Ethnicity and Cross-Cultural studies. The research sites comprises Huai Phueng Village and Thoet Thai Village in Mae Fah Luang District, Chiang Rai Province. This research adopted a qualitative research design, drawing on primary data from in-depth interviews and focus group discussions with local residents, complemented by secondary data from relevant journals, books, and other published sources. The findings were subsequently interpreted and presented through descriptive analysis.

This research found that geographical proximity, shared historical memories, continuous co-use of public spaces, and the influential roles of community leaders and local sages are key factors contributing to the formation of ethnicity processes. Both groups use festival activities as mechanisms for fostering social relations. With respect to cross-cultural interaction, they invite one another to their cultural events and reciprocate participation, thereby demonstrating mutual cultural acceptance—for example, by adopting elements of the other group’s ethnic attire during festivals. Such forms of acceptance and adaptation constitute a critical foundation that enables the two groups to coexist peacefully and largely free of conflict.