Phranakhon Rajabhat Research Journal : Humanities and Social Sciences

THE STUDY OF TRANSLATION TECHNIQUES OF IMAGERY IN THE LYRICS OF CHINESE IN CHINESE SERIES “THE UNTAMED”

Preeyanuch Tuna — 2023-12-30

The objective of this research is to study the use of imagery in the lyrics of Chinese songs featured in the TV series "The Untamed" and the methods of translating these imageries in the lyrics. The research utilized the framework of Burkhardt's (2011) method of translating imagery as a guide for data analysis. The results showed that the most commonly used type of imagery in the lyrics of Chinese songs in the TV series was metaphorical imagery (39.1%), followed by simile and personification (14.6%), synecdoche (13.4%), symbol (7.3%), anthropomorphism (6.1%), metonymy (3.7%), and the least commonly used type of imagery was metalepsis (1.2%). No instances of hyperbole or irony were found.

In terms of the results of the analysis of translation methods for idiomatic expressions, it was found that the most used translation method for idiomatic expressions in the lyrics of Chinese songs appearing in the TV series "The Untamed" is the direct translation method, which is calculated at 60.98%. The second most used method is the meaning-based translation method, which is calculated at 14.63%. The next in line is the borrowing of idiomatic expressions (10.98%). The method of using comparative expressions is calculated at 6.10%. The method of playing with idiomatic expressions (4.88%). The least encountered method is the translation method of dissecting idiomatic expressions, which is calculated at 2.44%.

CONTEMPORARY MUSIC CREATIVE FROM DIMENSIONAL KNOWLEDGE OF HEET SIBSONG TRADITIONAL

Wichet Suddai — 2023-12-30

The purpose of the thesis ‘Contemporary Music Created from Dimensional Knowledge of Heet Sibsong’ was to create contemporary music from the Heet-Sibsong knowledge. Qualitative research methodology and the music creation process were used.

The results showed that contemporary music can be created from dimensional knowledge of Heet Sibsong's traditional 12 songs, namely: Pariwasakam, Sri Sri, Pun Na Thasi, Khao Phan Kon, Songkran, Bangfai, Kho Lo, Hae Thian, Khit Hod, Ta Haek, Suang Huea, and Mae Khongkha. For the concept of melody, Isan patterns are used: the melody groups with short and long patterns. Additionally, melodies in Heet-Sibsong traditions and rituals were used to develop motifs. For the bass melody, the concept of the Ostinato technique was used. In harmonies, the slash chord concept and chords created from sound groups in various patterns were also used. In terms of musical rhythm, various forms of drum rhythm in the traditions were used, such as the rhythm of beating big drums for telling midday meals in a Buddhist temple, bass drum rhythm, and long drum rhythm combined with the rhythmic patterns of a drum set. Also, asymmetrical rhythmic markers were used to create interest in the music. The results of studies and creative works can be disseminated and used to support cultural activities. Knowledge of contemporary music composition. can be applied to further develop knowledge of musicians as well.

PERSONAL DEVELOPMENT ON GROUND SAFETY OF THE ROYAL THAI AIR FORCE

Dungrutai Pornchoop — 2023-12-30

This research aimed to study: 1) personnel development on ground safety 2) the factors affecting personnel development on ground safety 3) the effectiveness of personnel development on ground safety, and 4) the model of appropriate and effective personnel development on ground safety of the Royal Thai Air Force (RTAF). This research utilized a mixed methodology, both qualitative and quantitative. For the qualitative methodology, the researcher used in-depth interviews with 15 key informants. They are the Director and Deputy Director of the Ground Safety Division, Deputy of the Ground Safety Office, Director and Deputy of the Academic Affairs Division, Deputy Supervisor of the Ground Accident Investigation Division, Director and Deputy Director of the Ground Accident Prevention Division, commissioned officers of the Plan and Project Division and senior officers of the Promotion of Ground Safety Division. The obtained data was analyzed using the study points. For the quantitative methodology, the sampling included 188 trainees in the RTAF ground safety program. The tool is the questionnaire. The obtained data was analyzed with frequency, percentage, mean, standard deviation, and Pearson’s correlation.

Findings: 1) The personnel development on ground safety was found to be at a high level, which can be interpreted as indicating that the RTAF has clear processes and equipment to develop personnel in line with its development plans and strategies, as written in the organizational objectives. 2) The factors affecting personnel development on ground safety were found to be at a high-level, reflecting that the RTAF personnel have knowledge of and understand the policy and goals of personnel development. They also have a positive attitude towards development and are aware of the prevention of ground accidents. 3) The effectiveness of the personnel development on ground safety was found to be at a high level, reflecting that the personnel understand the measurements for preventing accidents in order to decrease the risks of unwanted accidents. 4) In the model for appropriate and effective personnel development on ground safety for the RTAF, it was found that the RTAF has clear strategies to support and promote personnel to receive a number of trainings on accident prevention, so it can decrease the risks of ground accidents. The RTAF also promotes and supports its personnel to develop themselves in order to increase the quality of working performance, gearing towards the success of both the organization and themselves.

THE MODEL FOR DEVELOPING LEARNING MANAGEMENT COMPETENCY OF TEACHERS IN SERVICE AREA ENROLLING IN GRADUATE DIPLOMA PROGRAM IN TEACHING PROFESSION

Sasithorn Soparat — 2023-12-30

The objectives of this research were to: 1. develop a model for developing the learning management competencies of student teachers in graduate diploma programs in the teaching profession. 2. evaluate the effectiveness of the model for developing learning management competencies. The population for the study included 90 student teachers enrolling in the second semester of the 2022 academic year. The samples were selected by cluster sampling, which included 28 student teachers. The research design is research and development (R and D) using a one-group pre-posttest design. The instruments for the study consisted of 1. The quality evaluation form of the model for developing learning management competency, 2. the test measuring student teachers’s conceptions of learning management, and 3. the evaluation form of learning management competency. The data were analyzed by statistics as arithmetic means, standard deviations, and percentages.

The findings of the study revealed the following :

1. The model for developing the learning management competencies of student teachers in graduate diploma programs in the teaching profession consisted of three components: 1) principles used in the model, 2) processes of development, and 3) evaluation. The model was evaluated by five experts and showed that suitability has a high level of accuracy ( = 3.9), possibility (= 3.8), usefulness (= 4.15), and suitability (= 3.45).

2. The results of the effectiveness of the model for developing learning management competency found that 1) the student teachers’ conception of learning management showed the percentage difference in the scores after participating in the model was higher than before with a statistical significance at the .05 level, and 2) the student teachers’ learning management competency in the aspect of designing lesson plans and teaching showed in the above the threshold of 70 percent.

PASSENGER EXPECTATIONS TO AIRPORT HOTEL MARKETING MIX IN DON MUEANG AIRPORT, BANGKOK

Watanya Chumninok — 2023-12-30

The purposes of this study were 1) to study the expectations of the airport hotel marketing mix among Don Mueang Airport passengers in Bangkok, and 2) to compare the expectations of the airport hotel marketing mix among Don Mueang Airport passengers in Bangkok. The sample consisted of 400 Thai passengers who traveled through Don Mueang Airport, Bangkok. The instrument used was a questionnaire to test the tool by determining the content validity (IOC) and the confidence values. The statistics used consisted of percentage, mean, standard deviation, and the T-Test and F-Test or ANOVA. Most of the respondents were female, aged 20-30 years old, single, and had bachelor's degrees. Occupation student/student and income level of 10,000-20,000 baht overall is at a high level. When considering each aspect, it was found that the place aspect was average, followed by the promotion aspect. and products, respectively, and a comparison of the expectations of the airport hotel marketing mix of Don Mueang Airport passengers. found that age, education level, occupation, and income level were different. There are expectations for the airport hotel marketing mix of passengers at Don Mueang Airport. Bangkok Product, Price, Place, and Promotion are significantly different at 0.05 level.

MODEL OF EFFICIENCY IMPROVEMENT ON ACADEMIC JOURNAL MANAGEMENT OF FACULTY OF HUMANITIES AND SOCIAL SCIENCES, PHRANAKHON RAJABHAT UNIVERSITY

Suppachock Maneemai — 2023-12-30

This research aimed to 1) study problems in academic journal management of the Faculty of Humanities and Social Sciences in the aspect of factors contributing to the efficiency improvement of the journal, and 2) suggest a model of efficiency improvement in academic journal management of the Faculty of Humanities and Social Sciences using the PAM-POSDCoRB conceptual framework. The scope of this study consisted of 105 lecturers from the Faculty of Humanities and Social Sciences. The number of respondents to the questionnaire was 58, representing 48.3 percent.

The findings revealed that:

1) The management problems of the academic journal of the Faculty of Humanities and Social Sciences were mainly not found in terms of management but had a moderate level due to the lack of public relations of the academic journal activities leading to personnel’s insufficient understanding, lack of coordination between the journal committees and practitioners, limited budget, and lack of management flexibility caused by the bureaucratic system. 2) Factors contributing to the efficiency improvement in academic journal management at the Faculty of Humanities and Social Sciences were: a clear policy of public relations, adequate budget support, plan setting, and reporting as guidelines for the executives to support and improve academic journal operations. 3) The model of efficiency improvement in academic journal management of the Faculty of Humanities and Social Sciences showed that 3M and PDCA conceptual frameworks should be applied to academic journal management in order to increase operational efficiency and reduce processes. Moreover, the staff should understand their role in making decisions in accordance with research ethics. They should be supported in receiving training on research ethics, thaijo operational system, and the fast-track system.

FACTORS THAT AFFECT THE PARTICIPATORY PROCESS IN COMMUNITY TOURISM MANAGEMENT TO CREATE JOB AND INCOME OF THE ELDERLY IN PAK PHLI DISTRICT, NAKHON NAYOK PROVINCE

Nathanan Wiriyawit — 2023-12-30

The objective of this research was to study the factors that affect participation in community tourism management among the elderly. This would be a guideline to create jobs and generate income for the elderly in Pak Phli District, Nakhon Nayok Province, according to the concepts of active aging and participatory processes. This research was quantitative. The sampling group was divided by sub-district and village in the community. After that, data were collected from 400 elderly people aged 60 years and over. The statistics used in the analysis were descriptive statistics such as mean and standard deviation and reference statistics such as t-test, analysis of variance, Pearson’s Product Moment Correlation Coefficient, and Stepwise multiple regression analysis. The research results showed that different personal factors such as age, education, marital status, occupation, and income, except sex, made the different participation in community tourism management of the elderly statistically significant at 0.05. In addition, the results of the research also found that the factors affecting the participation of the elderly in community tourism management were participation of the elderly and communication by group meetings of the elderly statistically significant at 0.01, both factors can predict participation in tourism management by 52.1%. The finding factors can be applied as a strategy to encourage the elderly to participate in community tourism management more, to create jobs, and to generate income for the elderly in other communities, according to the expertise of the elderly.

THE BUSINESS MODEL DEVELOPMENT FOR YOUNG SMART FARMERS TO SMART ENTREPRENEURS BASED ON SOCIAL AND CULTURAL CAPITAL IN CHIANG RAI PROVINCE

Noth Phacharathananon — 2023-12-30

This research aimed to 1) study the context of Young Smart Farmers businesses based on cultural and social capital, 2) analyze the potential of Young Smart Farmers businesses for smart entrepreneurs based on cultural and social capital, and 3) create an innovative business model for Young Smart Farmers for smart entrepreneurs based on cultural and social capital. The key informant was the New Theory Agricultural Enterprise Group, Dongmada Subdistrict, Mae Lao District, Chiang Rai Province, totaling 30 people. The research tools were interviews and a focus group. Analysis of qualitative data by means of content analysis for both the business context and the business potential of Young Smart Farmer.

The study of the context of the New Theory Agricultural Enterprise Group found that there were cultural and social costs in the area. Contains suitable natural resources, human resources, local philosophers, local wisdom that has been passed down from generation to generation, leaders, members of strong groups and communities, as well as unity in coexistence.

Regarding the potential of this group, it was found that the development of intelligent entrepreneurs based on cultural and social capital by applying design thinking to create the business innovation model of Young Smart Farmer that develops and innovates brands and packaging to stand out and add value to products.

Creating the business innovation model of Young Smart Farmer for the New Theory of Agricultural Enterprises found that the application of the design thinking process has created a prototype of business model development by designing packaging and branding for Doi Makha honey, herbal soaps, and herbal shampoos. The creation of value and added value to such products is the result of a process of creating change through learning and working together to develop products from local resources to create a career, make money, and learn together in society.

FACTORS AFFECTING EARLY ELDERLY WORKERS (60-69 YEARS OLD): CASE STUDY IN SARABURI PROVINCE

Rphatsha Phuthakorn — 2023-12-30

The purposes of this research was to study the factors affecting early elderly workers (60-69 years old). The study used quantitative research method. Secondary data was used from The survey of the older persons in Thailand 2014, 2017 and 2021 of the National Statistical Office only about Saraburi province. The samples was 323 elderly people aged 60-69 years who wanted to work. Data were analyzed by descriptive statistics; mean, percentage, standard deviation, and inferential statistics, Normal multiple regression with F-test and t-test for hypothesis testing. The study results was found that 5 independent variables were predictive variables; sex, level of education, occupation, work status, income per year had an influence on the dependent variable, number of working hours per week, with a statistical significance of 0.05. The results of this study could be applied as basic data for hiring elderly workers, in order to solve problem of the elderly workers.

PROMOTING ENGLISH LANGUAGE AND CRITICAL THINKING SKILLS THROUGH THE ENGLISH-FOR-THAI TAXI DRIVERS PROJECT

Janpha Thadphoothon — 2023-12-30

English language ability and critical thinking skills are two competencies considered necessary for the 21^st century and Thailand’s national development. However, Thai education in general has not been successful in developing these two competencies in Thai students. Hence, various efforts and interventions have been made to address these challenges. This study reflects an effort to address the two challenging competencies. It aims to promote Thai university students’ English language learning and critical thinking skills through project-based instruction. In this classroom research, a total of 31 students participated in the English-for-Taxi Drivers Project as part of an elective course on cross-cultural communication at an urban university in Bangkok. The project entailed data collection and service learning. This semester-long project started in September and lasted until November 2017. After the project, the students were asked to reflect on their learning experience by answering the questionnaires. Results showed that the majority of the students had positive attitudes towards the project, agreeing that the project has developed their cognitive as well as soft skills. In addition to English language skills, several dimensions of the projects, such as task complexity and demand for cooperation and human relation, have helped promote the students’ critical thinking skills.

CLUSTER ANALYSIS OF HOUSEHOLD SEGMENTATION AND FACTORS AFFECTING HOUSEHOLD FINANCIAL MANAGEMENT IN BAN CHIEN SUB-DISTRICT, HANKHA DISTRICT, CHAI NAT PROVINCE

Saisunee Pradubnak — 2023-12-30

การวิจัยนี้มีวัตถุประสงค์เพื่อ 1) วิเคราะห์แบ่งกลุ่มครัวเรือนตามการบริหารจัดการทางการเงินของครัวเรือนในตำบลบ้านเชี่ยน และ 2) ศึกษาปัจจัยที่มีอิทธิพลต่อการบริหารจัดการทางการเงินในครัวเรือนของตำบลบ้านเชี่ยน กลุ่มตัวอย่างในการวิจัยคือครัวเรือนจำนวน 150 ครัวเรือนในตำบลบ้านเชี่ยน อำเภอหันคา จังหวัดชัยนาท เครื่องมือในการเก็บรวบรวมข้อมูลเป็นแบบสัมภาษณ์แบบมีโครงสร้าง สถิติที่ใช้ในการวิเคราะห์ข้อมูลได้แก่ สถิติเชิงพรรณนา การวิเคราะห์แบ่งกลุ่ม และการวิเคราะห์การถดถอยลอจิสติก ผลการวิจัย 1) ผลการวิเคราะห์เกี่ยวกับรายได้ รายจ่าย หนี้สิน และการออม จากผลการวิเคราะห์ข้อมูล พบว่า รายได้ที่มีค่ามัธยฐานสูงสุดมาจากการทำปศุสัตว์ รายจ่ายครัวเรือนที่มีค่ามัธยฐานสูงสุดได้แก่ ค่าผ่อนชำระสินค้าต่าง ๆ ค่าเลี้ยงดูบิดา มารดา และค่าใช้จ่ายเพื่อการศึกษา ครัวเรือนส่วนใหญ่มีหนี้สินจากแหล่งเงินกู้มากกว่า 1 แหล่ง และครัวเรือนส่วนใหญ่มีแหล่งเงินออม 3 แหล่ง 2) ผลการวิจัยสามารถจำแนกกลุ่มการจัดการเงินของครัวเรือนได้เป็น 6 กลุ่ม คือ กลุ่มที่ 1 กลุ่มที่มีหนี้สินเฉลี่ยน้อยที่สุดเมื่อเทียบกับตัวแปรอื่น มีจำนวนครัวเรือนมากที่สุด 107 ครัวเรือน ร้อยละ 71.33 กลุ่มที่ 2 กลุ่มที่มีหนี้สินมากเมื่อเทียบกับตัวแปรอื่น มีจำนวนครัวเรือน 5 ครัวเรือน ร้อยละ 3.33 กลุ่มที่ 3 กลุ่มที่มีรายจ่ายเฉลี่ยมากที่สุดเมื่อเทียบกับตัวแปรอื่น มีจำนวนครัวเรือน 11 ครัวเรือน ร้อยละ 7.33 กลุ่มที่ 4 กลุ่มที่มีรายได้เฉลี่ยมากที่สุดเมื่อเทียบกับตัวแปรอื่น มีจำนวนครัวเรือน 19 ครัวเรือน ร้อยละ 12.67 กลุ่มที่ 5 กลุ่มที่มีเงินออมมากที่สุดเมื่อเทียบกับตัวแปรอื่น มีจำนวนครัวเรือน 7 ครัวเรือน ร้อยละ 4.67 และกลุ่มที่ 6 กลุ่มที่มีหนี้สินมากที่สุดและมากกว่าตัวแปรอื่นกว่า 6 เท่า มีจำนวนครัวเรือนน้อยที่สุด 1 ครัวเรือน ร้อยละ 0.67 และ 3) การศึกษาปัจจัยที่มีอิทธิพลต่อการบริหารจัดการเงินของครัวเรือนในตำบลบ้านเชี่ยน พบว่า จำนวนสมาชิกในครอบครัวที่กำลังศึกษา และจำนวนยานพาหนะที่มีใช้ในของครัวเรือน มีอิทธิพลต่อการบริหารจัดการเงินของครัวเรือนในตำบลบ้านเชี่ยน อย่างมีนัยสำคัญทางสถิติที่ระดับ 0.05

THE EFFECT OF USING A GUIDANCE ACTIVITIES PACKAGE TO DEVELOP SOCIAL ADAPTATION OF INTELLECTUAL DISABLE STUDENTS IN GRADE 9 AT A SCHOOL, UTTARADIT PROVINCE

Sasikarn Sirima — 2023-12-30

The purposes of this research were 1) to compare the social adaptation of the experimental group students before and after using a guidance activities package to develop social adaptation, and 2) to compare the social adaptation of the experimental group students before and after using the package. The research population consisted of 18 students with intellectual disabilities in grade 9 at a school in Uttaradit province during the first semester of the 2022 academic year. The employed research instruments were 1) a guidance activities package to develop social adaptation; 2) a scale to assess social adaptation with a 0.81 reliability coefficient; and 3) a social adaptation observation form. The employment statistics for data analysis were percentage, mean, and standard deviation.

The research findings were as follows: 1) the post-experiment social adaptation of the experimental group students, who used the guidance activities package to develop social adaptation, was significantly higher than their pre-experiment; and 2) the post-experiment social adaptation of the experimental group students, who used the guidance activities package to develop social adaptation, was significantly higher than their follow-up.

IMPROVING THAI UNIVERSITY STUDENT’S ACADEMIC PROCRASTINATION AND SELF-EFFICACY THROUGH ONLINE CBT-BASED INTERVENTION

Piyaphorn Doowa — 2023-12-30

This study explored the effectiveness of the online 2-week CBT-based intervention on reducing academic procrastination and enhancing academic self-efficacy among Thai undergraduate students. A pre-test post-test group design was used for the quantitative study; participants (N = 30) were assessed at 3-time points: pretest (before intervention), post-test 1 (2 weeks after intervention), and post-test 2 (2 months after intervention). The Academic Procrastination Scale (APS) and Academic Self-Efficacy Inventory (CSEI), which are both Likert-type scales, were used. Semi-structured interviews (N = 3) were conducted, and thematic analysis was used to analyze qualitative data. Results showed that the intervention significantly reduced academic procrastination pre-test (M = 2.83, SD = 0.52) to post-test 1 (M = 2.66, SD = 0.52) but not academic self-efficacy. Qualitative feedback from participants supported these findings, suggesting that the intervention can be a valuable tool for helping students overcome procrastination and build confidence in their academic abilities.

ANALYSIS OF AIR CARGO TRANSPORTATION OPERATIONS OF SUVARNABHUMI INTERNATIONAL AIRPORT

Wanlapa Jandaboue — 2023-12-30

This study aimed to study and analyze the correlation of statistical data between the volume of domestic, and international air cargo transportation and collective (not including overnight stays) with the operation years from 2012 – 2022 at Suvarnabhumi International airport by analyzing data on air cargo operations at Suvarnabhumi Airport with simple linear regression analysis where the correlation coefficient (R2) is not less than 0.8, the results were by the correlation of statistical data between domestic air cargo transportation and operation years, international air cargo transportation and operation years and total air cargo transportation (without transit) and operation years of Suvarnabhumi International airport has (R2) 0.826, 0.987 and 0.99 respectively.

TRANSFORMATIONAL LEADERSHIP, ORGANIZATIONAL CULTURE, AND INNOVATIVE ORGANIZATION OF HEALTH PROMOTING HOSPITAL IN EXECUTIVE OF MINISTRY OF PUBLIC HEALTH

Chayuth Pongvipatyodhin — 2023-12-30

This research aims to study 1) the level of influence of transformational leadership on innovative organizations; 2) the level of influence of organizational culture on innovative organizations; and 3) the level of influence of transformational leadership, organizational culture, and innovative organizations in the health-promoting hospitals in the executive branch of the Ministry of Public Health. By using the quantitative research method, this study consists of hypothesis testing, correlational study, and data analysis with the structural equation model. The analytical unit is the health-promoting hospitals in the executive branch of the Ministry of Public Health.

The results of the study showed that 1) transformational leadership had a statistically significant positive influence on innovative organizations; 2) organizational culture had a statistically significant influence on the organizational culture at a moderate level; and 3) the study also revealed that transformational leadership had a high influence on innovative organizations through organizational culture at a statistically significant high level in the context of the health-promoting hospitals in the executive branch of the Ministry of Public Health.

LISTENING ACHIEVEMENTS OF THE BUSINESS CHINESE PROGRAM FIRST-YEAR STUDENTS OF DHURAKIJ PUNDIT UNIVERSITY FROM THE APPLICATION OF INPUT HYPOTHESIS IN THE CHINESE LISTENING AND SPEAKING COURSE

Chotikan Jaiboon — 2023-12-30

This research aimed to compare the Chinese listening achievements of first-year students before and after the application of Krashen's input hypothesis in classroom learning and to explore the attitudes of the students towards the Chinese Listening and Speaking Course after the application of the input hypothesis. The total sample was 25 students with the purposive sampling technique. The students were business Chinese students at the Faculty of Arts, Dhurakij Pundit University, enrolling in the first semester of the 2022 academic year. The research instruments consisted of a Chinese language proficiency test and an attitude survey conducted before and after the application of the input hypothesis. Statistical methods used to analyze data included percentages, averages, standard deviations, and the paired sample t-test.

The results showed significant improvement in the students’ listening achievements in all five aspects with statistical significance at the 0.05 level after the application of the input hypothesis within the classroom. Furthermore, the students’ overall attitude towards the course was found to be at a high-satisfaction level.

THE RESEARCH KNOWLEDGE MANAGEMENT AND INTERDISCIPLINARY INNOVATION IN THE DESIGN AND DEVELOPMENT OF PRODUCT, PACKAGING AND STORES TO PROMOTE AND DEVELOP TOURISM CAREER IN THE COMMUNITY OF KLONG SUAN 100 YEARS MARKET ACCORDING TO THE SUFFICIENCY ECONOMY PHILOSOPHY.

Thathana Kamonnarakitraksa — 2023-12-30

This applied research was to transfer knowledge and design innovation and develop products, packaging, and architecture, in addition to promoting and developing tourism careers. The area for this research was the community of Klong Suan 100 Years Market, Moo 1, Klong Suan sub-district, Bang Bo district, Samut Prakan province. Research instruments were a survey of the area, an interview, a questionnaire, and operation training. Samples were 50 people—vendors and people who live in the community of Klong Suan 100 Years Market. Data collection included physical data, economic and social data, as well as the area's identity. Then use the data to analyze, design, and develop products, packaging, and kiosks for selling products, including store layout and storefront layout, to create a prototype suitable for the community. Bring productivity and practical knowledge to the community by organizing 5 workshop projects. Then evaluate the product and the 5 training programs of the participants in order to further expand the results.

The result of the training on transferring knowledge in all 5 courses found that the productivity was a model souvenir product to promote tourism, packaging formats that create a promotional identity, a format for organizing stores that promote sales that are consistent with the way of life and cultural identity of the old market community, kiosk format for selling products that create an identity for the market and creating an online store increase sale channel. The results of the evaluation of the 5 training programs, separated into various aspects, which include the design and development of prototypes, the activities of organizing training projects, the transfer of knowledge to the community, and the transfer of theoretical knowledge via online, it was found that the level of satisfaction was the highest for all 5 courses. After conducting the research project, the researcher prepared a knowledge manual for all 5 courses to be able to transfer and expand the results to other community areas of interest.

ROUTE DEVELOPMENT AND LEARNING CITY TOURISM ACTIVITIES CULTURAL HERITAGE, NAKHON SI THAMMARAT

Preeda Nakaray — 2023-12-30

This research is mixed-methods research. The objectives are (1) to study the potential of tourism in the cultural heritage learning city and (2) to develop activities and tourism routes in the city of learning cultural heritage The qualitative data was collected from a specific sample group of 10 tourist attractions in the old city of Nakhon Si Thammarat and 10 representatives from the government and private sectors. Collecting data from the tourism resource base for potential assessment through a semi-structured interview form on opinions towards the design of tourism routes. A synthesized form of the assessment of tourism potential. Assessment of tourism routes and small group meetings to take lessons learned in project implementation. The qualitative data analysis was summarized by content analysis, and the results of the evaluation of tourism routes were estimation scales. The descriptive statistics were the mean and standard deviation. The study found that the aspect with the highest average potential assessment of the tourism resource base result was the area of tourism resources at a high level and moderate participation. The development of learning city activities and tourist routes takes 4 main considerations: (1) history and story; (2) community life; (3) food; and (4) architecture by finding "outstanding, famous, and popular.” The results of activities and tourism routes in the learning city were: (1) a route that connects stories or history (a big story); and (2) a path that connects small stories or community stories. In addition, there is coordinated tourism in the learning city as well.

FROM NATIONALIST IDEOLOGY TO “CHINESE IMAGE” IN THE CHINESE TEXTBOOK FOR FOREIGNERS

Decha chatwan — 2023-12-30

China's emergence as one of the world's leading economies made China realize the importance of the country's image because the image affects credibility, economic expansion, and investment, including being accepted by the world community. The Chinese government wants to correct the negative image created by the West through Chinese textbooks for foreigners as one of the channels to communicate their Chinese image. This article uses the conceptual framework of image and discourse to point out the communication of Chinese image discourse through Chinese language learning textbooks for foreigners that correspond to the policy of the Chinese government in terms of image dimensions and image discourse with the nationalist ideology behind it.

ADAPTATION IN CUSTOMER RELATIONSHIPS OF AVIATION SCHOOL AFTER RECOVERY COVID-19 OUTBREAK

Pawaris Anusornphanich — 2023-12-30

At the end of 2019, the whole world had to face COVID-19, and the aviation business was halted. Travel control by the government is affecting airlines by reducing the number of flights. And, of course, it inevitably affects the career of a pilot. The decline in the number of pilots during COVID-19 has led to a decline in pilot careers. including the decision to pursue a career path as a pilot. Causing the flying school to be greatly affected. Flying School, anywhere during COVID-19, there were fewer applicants to the point of loss. And some are at a loss to the point of having to stop operating.

This article is therefore a presentation on the customer relations adjustment of the aviation school after the COVID-19 recovery in which the school must urgently change the form of customer relations work to reach more customer groups. The authors have applied the 7 P's principles of Lovelock and Wirtz (2007) in discussing the customer relations plans of aviation schools. By using social media strategies online to promote various promotions and for communication, teaching and learning on the ground via an online system and adjusting teaching and learning to be consistent with the New Normal lifestyle.