Connexion: Journal of Humanities and Social Sciences

The Potential of Yunnan Province in Economic and Industrial Connectivity with Thailand

Orawan Nugprachaya — 2026-05-22

This research aims to analyze the economic potential of Yunnan Province, the People’s Republic of China (PRC), and evaluate the feasibility of economic, trade, industrial, and transportation linkages with Thailand. Employing a qualitative methodology based on comprehensive literature reviews, policy documents and other works related to economic and industrial policies, transportation routes and economic indicators, the study utilized the SWOT analysis and Diamond Model as core analytical frameworks. Findings reveal that Yunnan’s geographical location constitutes a critical strategic strength for regional connectivity, particularly with Southeast and South Asia. The province demonstrates sustained, robust economic expansion, driven effectively by the targeted provincial industrial development plans. Linkage prospects are evident across three key sectors including the agriculture, advanced manufacturing and wellness tourism sectors. In agriculture, shared cultivation patterns of certain crops offer substantial avenues for enhanced cooperation and knowledge transfer between Thailand and Yunan. Secondly, the advanced manufacturing sector presents opportunities for supply chain integration and joint ventures within Yunnan’s high-tech special economic zones. Crucially, in wellness tourism, Thailand's high-skilled labor has strong potential to respond, enabling efficient support for this sector and related service industries.

Driving Mechanisms for Policy Implementation in Smart City Development of Songkhla City Municipality, Songkhla Province

Watcharawin Kamkiew — 2026-05-22

Although Thailand’s smart city policy is strategically anchored in clear national development frameworks, its implementation at the municipal level remains institutionally complex. This qualitative research study examines the dynamics of smart city policy implementation in Songkhla City Municipality through in-depth interviews, focus groups, and documentary analysis. The analysis is guided by the policy implementation framework of Sabatier and Mazmanian and Chandharasorn’s integrated implementation model and complemented by street-level bureaucracy and governance perspectives.

The findings indicate that policy implementation is driven by four interrelated mechanisms: (1) organizational competency and personnel capacity, (2) strategic planning and control systems, (3) leadership and cross-sector collaboration, and (4) support from national-level agencies. However, these enabling factors coexist with persistent structural constraints, including heavy workloads and staff rotation, fragmented project management, limited fiscal capacity, political discontinuity, rigid procurement regulations, overlapping jurisdiction among government agencies, and limited participation from private actors and citizens.

Analytically, the tension between “strong driving mechanisms” and “enduring obstacles” should not be interpreted as separate findings. Rather, it reflects a structural gap between policy design and operational execution, shaped by institutional arrangements, inter-organizational coordination, and the discretionary practices of frontline officials. The study demonstrates that the effectiveness of smart city implementation is not determined solely by technological readiness but by institutional coherence and governance integration. By situating the empirical findings within established policy implementation theories, this research contributes a context-sensitive explanation of how structural and operational conditions shape the trajectory and limitations of smart city development at the municipal level.

Gendered Access to Resources and Livelihood Strategies among Herders in Pastoral Areas of Qinghai Province, China

Ka Ji Jia — 2026-05-22

This paper examines gendered access to resources and livelihood strategies among Tibetan herders in Serthang village, Qinghai Province, China, and how these processes contribute to the reconfiguration of the pastoral way of life. Drawing on qualitative data from in-depth interviews and participant observation, the study applies a combined framework of property rights and access to analyze how herders gain and maintain access to land, natural resources, and other forms of capital within changing socioeconomic contexts.

The findings show that herders’ access to land and resources has undergone significant changes, shifting mainly from collective management to household-based land use. In practice, access to resources is shaped not only by formal land tenure arrangements, but also by factors such as household economic conditions, kinship relations, local traditions, and social networks. These factors contribute to variations in access to resources across gendered and household categories.

By examining the interaction between property rights arrangements and access mechanisms, this study contributes to the literature in two ways. First, it extends access theory by illustrating how formal institutions and locally embedded practices jointly shape resource access in pastoral areas. Second, it highlights the role of gendered practices in livelihood adaptation and resource governance, thereby offering a more nuanced understanding of the dynamic nature of pastoral life in Qinghai Province.

Creating Memorable Brand Experience to Enhance Brand Loyalty in Low-Cost Airlines

Chantaporn Chanchanokpakorn — 2026-05-22

This study examines the mechanism for building brand loyalty toward Thai Vietjet Air under the “Enjoy Flying” brand identity. The study investigates the mediating role of memorable brand experience (MEM) as a mediating variable in the relationships among service quality (SQ), perceived value (PV), and brand loyalty (LOY). A quantitative research design was employed. Data were collected through questionnaires from 423 respondents who had previously used the airline’s services and were analyzed using partial least squares structural equation modeling (PLS-SEM). The findings reveal that SQ and PV have significant positive effects on MEM. However, SQ does not directly affect LOY. Instead, SQ affects LOY through MEM, indicating indirect-only mediation. In contrast, PV affects LOY both directly and indirectly through MEM, indicating complementary mediation. These findings indicate that the brand identity of “Enjoy Flying” can be integrated with service quality design and value communication to enhance the design of memorable travel experiences, which in turn contributes to strengthening airline brand loyalty. This study therefore makes a practical contribution by proposing guidelines for developing brand experiences that foster loyalty, while also extending the understanding of the role of memorable brand experiences in the low-cost airline business management.

Factors Influencing Employment among Older Adults: Evidence from Tha Sud Subdistrict, Mueang District, Chiang Rai Province, Thailand

Popkarn Arwatchanakarn — 2026-05-22

This study aims to (1) examine structural and individual determinants of employment among older adults and (2) propose policy measures to promote older adults’ employment in Tha Sud Subdistrict, Mueang District, Chiang Rai Province. The analysis is based on quantitative data collected from 200 older adults using structured questionnaires, which were assessed for reliability using Cronbach’s alpha and Composite Reliability. A multi-stage empirical approach is employed, including Exploratory Factor Analysis (EFA), Cluster Analysis, and Binary Logistic Regression.

The results indicate that family and structural constraints are the only statistically significant determinant of older adults’ employment status. In contrast, skills, economic motivation, and digital participation do not exhibit statistically significant effects. These findings suggest that employment decisions among older adults are primarily shaped by structural constraints in daily life rather than individual capabilities alone.

Based on these findings, the study proposes three policy measures: (1) promoting flexible employment arrangements, (2) strengthening community-based support mechanisms to reduce household burdens, and
(3) developing job-matching systems aligned with older adults’ structural constraints. The findings highlight that policies should prioritize reducing structural barriers alongside enhancing labor capacity, while avoiding one-size-fits-all approaches in order to better reflect local context and heterogeneity among older adults.

The Impact of Presenting Content about Beliefs and Superstitions in Thai’s Mass Media 2025

Krit Tothanayanon — 2026-05-22

This article aims to analyze the impact of presenting content about beliefs and superstitions in Thai mass media 2025 that affects the attitudes, beliefs, and behaviors of audiences. Using Cultivation Theory as an analytical framework, the study finds that Thai mass media presents content about beliefs and superstitions through social media, website, online programs and shows. Such presentations affect the cultivation of people’s beliefs at four levels: individual level, group and organizational level, social institutional level, and societal and cultural level. Mass media has mechanisms to create impact through the processes of blurring differences, blending reality, and bending thoughts. Although these beliefs are part of Thai culture, excessive presentation may lead to superstition. This article suggests that mass media should be aware of their responsibility in content presentation and promote media literacy in Thai society.