Connexion: Journal of Humanities and Social Sciences

The Role and Transformation of Nora Performing Art as Recognized by UNESCO as an Intangible Cultural Heritage

Pennapa Waiyawek — Thu, 30 Nov 2023 00:00:00 +0700

Nora is a valuable indigenous cultural heritage associated with the way of life of southern people for many generations. It represents a perfect combination between “science” and “arts”. Nora embeds a science of performing arts related to faith, religious rituals, superstition, spirits, deities and deceased ancestors. On the Nora is art in it aesthetic, delicate and strong moves to the rhythm of the unique music. There are exquisitely beautiful costumes and the style of the show is unique and unique. This enables Nora to live in a society that is dynamic or a society that is constantly changing. Nora has been declared Intangible Heritage of wisdom by the United Nations Educational, Scientific and Cultural Organization (UNESCO) in 2021 under the name “Nora, Dance Drama in Southern Thailand”.

The article on the role and transformation of Nora performing art as recognized by UNESCO as an intangible cultural heritage is an academic article that aims to analyze the role and transformation of Nora performing art as recognized by UNESCO as an intangible cultural heritage. It consists of the following topics: (1) The role and background of Nora performance that appears in literature, (2) Nora performance as an intangible cultural heritage, (3) Nora performance as an art of cultural heritage, (4) The role of Nora performance in today’s society, (5) The evolution of Nora’s performance over time, (6) Factors or conditions that cause Nora performance to be recognized as a world intangible cultural heritage. The analysis results found that in an era where the world is facing rapid change, Nora still prevails an important southern Thai culture rooted in the local area of the south. It is one of the cultures of mankind and progressing in parallel with the changes. However, Nora still plays the same role in creating entertainment, beliefs, rituals, reflecting the progress of society. Including the transfer of knowledge, ideas, beliefs, faith from one generation to the next.

Chinese Expatriates’ Willingness Regarding Thailand-Exploring the Effects of Perceived Organizational Support, Cultural Intelligence, Overseas Study Experience and Overseas Work Experience

I-WEN Chou, Jing Guo, Yan Xu — Thu, 30 Nov 2023 00:00:00 +0700

With the advent of globalization and multinational organizations, the number of Chinese corporate employees deployed abroad is increasing yearly. During the epidemic, the situation of expatriation is different than it was before. Based on the background of more exchanges between China and Thailand than ever before, this study aims to investigate the expatriation willingness of Chinese employees to Thailand in the post-pandemic era and to verify the relationship between cultural intelligence (motivational cultural intelligence, behavioral cultural intelligence, cognitive cultural intelligence, and Meta-cognitive cultural intelligence and expatriation willingness to Thailand. Using a network distribution form, a total of 165 valid samples were collected from full-time employees of Chinese companies (working in companies within China). The data was analyzed using SPSS 25.0 and AMOS 26.0 for reliability and regression analysis. The conclusion is that (1) Motivational CQ and Cognitive CQ have a significant positive relationship with the expatriation willingness to Thailand; (2) The expatriation willingness to Thailand is affected by demographic variables such as overseas study experience and overseas work experience; (3) Perceived Organizational Support has a positive effect on the expatriation willingness to Thailand. The results of this study can provide a reference for human resource management in dispatch in the post-pandemic era and make up for the gap in previous research.

The Incorporation and Resistance of the Danmei Subculture

Yiqi Su — Thu, 30 Nov 2023 00:00:00 +0700

The Danmei subculture, emerging from Chinese fandom culture and influenced by Japanese Yaoi culture, centers around male-male romantic and/or sexual relationships in fictional narratives across various media. This research article explores the incorporation and resistance of the Danmei subculture within popular culture, with a focus on the internet’s role as a facilitator. The study employs participatory observation and interactive engagement with 121 female Danmei fans to examine ideological and commercial incorporation, as well as the subculture's impact on gender norms and power dynamics. The findings reveal how Danmei challenges traditional gender and societal norms, fosters inclusivity and acceptance, critiques power imbalances, and promotes participatory culture. The commercial incorporation of Danmei has led to increased visibility but also raises concerns about commodification and cultural authenticity. The research contributes to a better understanding of subcultural dynamics and the significance of female Danmei fans’ experiences in shaping contemporary popular culture.

Buddhist Way of Wellbeing: Developing of Organizations Related to the Creative, Buddhist Way of Wellbeing for Development the Quality of Life of Thai Population and Thai Society

Thu, 30 Nov 2023 00:00:00 +0700

The pandemic situation has caused changes in the paradigm of health development in terms of social relationship structures, medicine and public health management systems and new digital technological ecology. This research aimed to (1) learn lessons from the roles of the people’s training units in Tambon (Sub-district) in improving the quality of life of Thai people; (2) develop innovation in communicating the Buddhist way of wellbeing to create wider contentment in Thai society; (3) and to develop a policy-oriented proposal for development of wellbeing through organizations related to the create, Buddhist way of wellbeing. The research methodology involved collaborative research workshops of forty-five people’s training units in the Tambon. Following this, the work operations of those units were studied and the information gained was analyzed by means of content analysis as well as domain analysis.

The research found that the role of the people’s training units in the Tambon and their promotion of the quality of life were apparent in four groups of monks. The first group consisted of those monks who were determined to take care of people’s health; the second group consisted of monks who were determined to increase skills and the welfare for the community; the third group was involved with the monks who were determined to prevent disaster and unexpected situations; and the fourth group contained monks who were determined to conserve local traditions and ways of life and promote a pluralistic cultural society. An innovative communication of the Buddhist wellbeing ways for Thai society could be developed through “CHEWA” model, which emphasizes health communication for health awareness raising. As for the policy-oriented dimension to develop people’s wellbeing related to Buddhist way of wellbeing organization, the internal strength of the groups of monks must be promoted, and the external strength as well. This included the combination of work operations and collaborations in the form of networks, which be enable the Buddhist way of wellbeing organization to continue working in a sustainable way in the future.

Motivation and Effects of Adventure Sports Tourism in the Cordillera Administrative Region, Philippines

Harland Gary B. Pawid — Thu, 30 Nov 2023 00:00:00 +0700

This study aims to investigate (1) the motivation of tourists for joining adventure sports tourism, (2) the environmental, economic, educational, and sociocultural effects of adventure sports tourism on destinations, and (3) the types of support for sustainable adventure sports tourism development. All these inputs lead to the offering of insights into the design of policies relevant to sports tourism development. The quantitative-descriptive research method was used in this study among 300 primary respondents such as mountain bikers, cross-country runners, and mountain climbers/hikers traversing selected areas in Benguet, Mountain Province, Ifugao, and the City of Baguio. Data were gathered through a researcher-made questionnaire and data were processed through weighted means. Findings revealed that the immersion in nature, with beautiful and unpolluted scenery is their primary motivating factor in enjoining adventure sports tourism among respondents. More so, adventure sports tourism increases environmental awareness, and provides opportunities to meet new people and cultures. Adventure sports tourism helps in cultural exchange and preservation and improves the lifestyle of residents by creating new job opportunities and enabling tourists to learn while enjoying outdoor recreational activities. Respondents firmly believe that the right infrastructure, with proper community engagement and hospitality values, will contribute towards the sustainable development of adventure sports tourism in the different communities in the Cordillera Administrative Region. Lastly, policies were forwarded to increase the responsiveness of the tourists and the community in sustaining adventure sports tourism. Overall, adventure sports tourism enhances the general well-being of individuals, the community, and the region as a whole.

Understanding the Service Quality and Brand Creditability: A Case Study of Laundry Service with Challenging the Behavioral Loyalty in Bangkok Area

Muenjit Jitsoonthornchaikul — Thu, 30 Nov 2023 00:00:00 +0700

The most achieved business today are said to have strong customer loyalty. However, how challenged to create behavioral loyalty into brand. This research paper studies about behavioral loyalty is committed to repeat purchasing, make recurring income and provide sustainable business. To explore three underlying concepts: service quality, brand creditability, and consumer loyalty in the context of laundry service in Bangkok area. The mediating effect of service quality, brand credibility and consumer loyalty were also tested. A total of 240 valid questionnaires was collected via purposive sampling method and analyzed using confirmatory factor analysis (CFA) and structural equation modeling (SEM). This research employed the Analysis of Moment Structures (AMOS) version 21.0. Results indicate that service quality has a positive influence on brand credibility, whiles brand credibility and service quality do not strengthen behavioral loyalty. The results for practical implications also indicate that service quality has a positive influence on brand credibility, whiles brand credibility and service quality do not directly strengthen behavioral loyalty. However, service quality have strengthened through brand creditability have influenced to behavioral loyalty. Its originality or value, this research utilizing the value of service quality and brand credibility which combine the brand image, brand identity, including behavioral loyalty. The examination of consumer behavior provides valuable insights for marketing strategies in terms of word of mouth spreading, frequency of App, website visiting, and influencer or reviewer sharing in digital society.

Progress of Gender and Development Mainstreaming in Agricultural Cooperatives in Bulacan, Philippines

Thu, 30 Nov 2023 00:00:00 +0700

The main goal of cooperatives to empower economically disadvantaged members of society should be reflected in how they value women members who are often victims of gender bias and stereotyping. Hence, women’s participation and gender equality in operational policies of agricultural cooperatives in Bulacan, Philippines were assessed to determine the progress of gender and development mainstreaming in this institution. A descriptive correlational research design using survey questionnaires and follow-up interviews was employed for two groups of respondents composed of 20 cooperative officers and 289 women members. Frequency count, percentage distribution, weighted mean, Pearson’s R Correlation, and Analysis of Variance (ANOVA) were the statistical tools used. Results showed that the operational policies of respondent cooperatives were not yet gender-responsive and the extent of women’s participation is very low. Women mostly occupied management staff positions. Notably, women were least active in the gender and development (GAD) committee which is only partially functional. Lots of work and places to go and too many household chores were the top two problems encountered by women. Educational attainment and source of income were computed as significant factors with the extent of women’s participation regardless of the roles they performed. A lot still remains to be done to mainstream gender and development in agricultural cooperatives.

Cultural Diplomacy of China towards Thailand through the Confucius Institutes

Sudaporn Imcharoen, Juthatip Klaitabtim — Thu, 30 Nov 2023 00:00:00 +0700

The objectives of this research were to identify the operations and role of Confucius Institutes in Thailand, and to analyze the impact of cultural diplomacy of China on Thailand through the Confucius Institutes. This study was qualitative research, employing documentary research and in-depth interviews. The results of the research showed that the main aims of the Confucius Institutes in Thailand are to enhance increased understanding of Chinese language and culture, promote educational and culture exchanges, and develop cooperation between Thailand and China in various dimensions. In addition, the Confucius Institutes have expanded its scope of implementation to jointly develop manpower capability in Chinese language and vocational skills for the industrial sector. Since the inception the Confucius Institutes in 2006, China’s use of this soft power in driving cultural diplomacy policy through Chinese language and culture education has clearly benefited Thai society. The crucial impacts were the development of teaching and learning Chinese language in Thailand, opportunity creation for learning Chinese language, and the closer relationship and cooperation among agencies of the two countries. At present, Thailand and China have elevated their existing educational cooperation to further improve the quality of Chinese language and culture instruction.

Factors Influencing Non-Green Hotels to Adopt Green Practice: Small Hotels in Thailand Active Beach Cluster

Narinsiree Chiangphan — Tue, 12 Dec 2023 00:00:00 +0700

This study analyzed the impact of factors on the adoption of green practices among non-green hotels in Thailand active beach cluster (Chonburi, Rayong, Chanthaburi, and Trat). Primary data were collected from a sample of 318 non-green hotel owners and managers using a proportionate stratified sampling method. Exploratory factor analysis (EFA) was employed to group the variables, and multiple regression analyses were conducted to analyze the data.

To analyze the attribute of green factors of small hotel in Thailand (Objective 1), EFA was conducted and revealed that the factors can be categorized into four groups: (1) Green Strategic Management (innovative and energy-efficient technologies, cost allocation for environment activities, effective marketing, investment in infrastructure and system, and strategic planning), (2) Leadership (owner’s awareness, perceived green standard and green law, and environmental leadership), (3) Key-Partner (clear organizational identity, partner, supplier, and hotel guests’ awareness), and (4) Employee Empowerment (green knowledge, employee adaptability, rewards and incentive, and facilities and resources). This classification accounts for 71.781% of the total variance. To analyze the influences of green factors to green practices of small hotel in Thailand (Objective 2), multiple regression was analyzed and indicated that all four groups (EFA result) of factors are significantly associated with green practices of small hotels; Key-Partner, Employee Empowerment, Green Strategic Management, and Leadership, are significant predictors of green practices, explaining varying percentages of the practice’s variance: 29.9%, 27.4%,15.5%, and 1.5% respectively.

The study suggests that hoteliers of small hotel should prioritize promoting an understanding of natural resource usage among employees and stakeholders which can be achieved through training programs, awareness campaigns, and effective communication strategies. Additionally, hotels should integrate green practices into their marketing strategies, finances, and operational plans to ensure that green practice is an integral part of their business model. As a result, hotels can successfully implement green practices and contribute to both environmental sustainability and business profitability.

The Joint Persona of the Y/BL Couple: Mile/Apo’s Joint Persona within the Adaptation Network

Natthanai Prasannam, Nanphatchaon Phumithammarat — Tue, 12 Dec 2023 00:00:00 +0700

The purpose of this qualitative study is to investigate the joint persona of the BL couple (also known as the Y couple), Mile/Apo. The research examines media texts generated and disseminated by Be On Cloud Company, focusing specifically on the network of fan/industry interaction and adaptation. Be On Cloud Company implements an innovative business model by establishing the Y/BL series within the Mafia genre and by transforming Mile and Apo into an “adult Y/BL couple.” Three distinct phases comprise the construction of Mile/Apo’s joint persona: prior to, during, and subsequent to KinnPorsche the Series (2022). The joint persona presents a critique of the seme/uke dichotomy by combating androgyny and unbalanced masculinity. Mile/Apo's portrayal aligns with a Hollywood-popularized bromance trope, which resonates with slash culture among international fans. The research results validate the significance of bromance as an emerging phenomenon in the Thai Y/BL creative sector, in addition to establishing the interconnections between literary texts, media, actors, fans, series directors, and the production company via an adaptation network.