Rajapark Journal

The Potential and Development of Tourism Based on Biodiversity and Local Wisdom Wangnamkeaw Sub-District, Wang Nam Khiao District, Nakhon Ratchasima Province

Kittisak Klinmuenwai , Juthathip Sucharitkul — Sun, 30 Jun 2024 00:00:00 +0700

The objectives of this research were 1) to study the potential for tourism development and 2) to study the needs of tourists towards tourism development based on biodiversity and local wisdom in Wangnamkeaw Sub-district, Wang Nam Khiao District, Nakhon Ratchasima Province. The research used mixed methods; qualitative data was collected using in-depth interviews with a focus group of 48 community leaders from the government, private sector, and public sector. Quantitative data was collected using a questionnaire on 300 tourists who visited Wangnamkeaw Sub-district. Data were analyzed using descriptive statistics to find the percentage, mean, standard deviation, and content analysis. The results showed that Wangnamkeaw Sub-district, Wang Nam Khiao District, Nakhon Ratchasima Province, has the potential for tourism development based on biodiversity and local wisdom, and there are natural resources, cultures, a variety of lifestyles, and the completeness of local wisdom. The needs of tourists toward the development of tourism based on biodiversity and local wisdom of Wangnamkeaw Sub-district, Wang Nam Khiao District, Nakhon Ratchasima Province, showed that the needs of tourists meet the highest overall demand for all seven tourism factors. When considered separately, the most important needs of tourists were the factor of tourist attractions, the factor of facilities, the factor of tourist programs, the factor of tourism activities, the factor of access to tourist attractions, the factor of ancillary services, and the factor management in the area, respectively.

Community Products Development for Livable Green Community Tourism, Bang Len Community, Bangyai District, Nonthaburi Province

Tanakrit Meesomjit — Sun, 30 Jun 2024 00:00:00 +0700

This study aims to 1) create a green community tourism master plan, 2) strengthen skills in producing green products that create added value, and 3) develop activities promoting the well-being of the elderly. This participatory action research employed a combination of methods, featuring both quantitative and qualitative studies. The tools used include a geospatial information system, a survey form, and in-depth interviews. The target sample consisted of 36 people. i.e., three senior citizens, four local scholars, four community leaders, one involved party, and 24 community members. The results of the study, in line with its three objectives, are revealed as follows: (1) As for the cultural landscape, the green area of this community has only 54.32 percent left. The study of the historical background shows four phases of development. To conserve this green community, the master plan formulated by this study contains four strategies. (2) This study suggests training activities for producing green products, of which the implementation is expected to bring about 10 products. It also suggests organizing green flea market demonstration activities. And (3) This study suggests elderly health promotion through the use of alternative energy (i.e., cycling pump bikes to water vegetables, equipping solar lighting in health promotion parks, and making use of reusable materials). This research has educated and advocated for different involved parties to integrate the master plan and prepare budgets for implementing ‘holistic’ community development through initiatives, demonstrations, marketing, and public relations to promote community products comprehensively. Furthermore, this research has established practical guidelines for the achievement of sustainable community development.

Influence of Tax Planning and Earnings Management on the Financial Health of Companies Listed on The Stock Exchange of Thailand

Orawon Chumaungphan, Woralak Wannalo, Phathamon Boonyarasai — Sun, 30 Jun 2024 00:00:00 +0700

This research aims to analyze the influence of tax planning and earning management on financial health, which includes: financial liquidity, operating efficiency, and financial policy of companies listed on the Stock Exchange of Thailand. By collecting data from Form 56-1 on the website of the Stock Exchange of Thailand from 2018–2022, a total of 327 companies were analyzed by multiple regression analysis. From the study, it was found that tax planning (measured by the ratio of tax expenses to total assets) has a positive influence on financial health, (measured by financial liquidity and operating efficiency) and a negative influence on earning management. It was also found that tax planning (measured by the ratio of tax expenses to net cash flow from operating activities) has a positive influence on financial health (measured by financial policy).

Digital Integrated Marketing Communication and Image that Affects the Consumers’ Purchase Decision of Fitness Services in Bangkok

Siriwan Iamsiri, Chairat Kimsawat, Paporn Phuttitanakarn — Sun, 30 Jun 2024 00:00:00 +0700

This research aimed to 1) study the level of digital integrated marketing communication and image and the level of consumers’ purchase decisions of fitness services in Bangkok. 2) To compare the consumers’ purchase decisions of fitness services in Bangkok classified according to demographic characteristics. 3) To study digital integrated marketing communication that affects consumers’ purchase decisions of fitness services in Bangkok. 4) To study image factors that affect consumers’ purchases of fitness services in Bangkok. This was a quantitative study. The sample consisted of 400 people. The sample used in this study was selected from consumers who had used a fitness service in Bangkok, obtained by simple random sampling, and the research instrument was a questionnaire. The reliability was 0.965. The statistical tools used to analyze the data were mean, standard deviation, t-test, F-test, and Stepwise Multiple Regression. The research results were found as follows: 1) The level of digitally integrated marketing communication overall is at a high level. The image factor level overall is high, and the level of consumers’ purchase decisions for fitness services overall is high. 2) Consumers with different statuses make different decisions to use fitness services. 3) Digital integrated marketing communications that affect the consumers’ purchase decisions for fitness services in Bangkok, significantly at the level of.05, explaining 46.7 percent of the variation. 4) Image affects consumers’ purchase decisions for fitness services, explaining 43.6 percent of the variation.

Toward Integration of Museum-Tourism Destination Management in Thailand: A Qualitative Analysis of Employee Perspectives

Sun, 30 Jun 2024 00:00:00 +0700

This research aims to understand the satisfaction, needs, expectations, and concerns of the main stakeholders in the organization and to suggest management guidelines to improve the satisfaction, needs, expectations, and concerns of the main stakeholders in the organization. The findings of the workshop study, which involved 44 key informants chosen through a methodical sampling process as stakeholders in science and tourism museum organizations, may provide insight into how staff members relate to the operation in terms of their needs, expectations, and expressions of satisfaction, safety, occupational hygiene, and working conditions. The study found that there were differing opinions among the staff members regarding the organization's vision and mission. It also identified important problems regarding the museum's role in advancing scientific knowledge, disseminating scientific knowledge, promoting educational equity, and presenting museum tourism. The outcome suggested a set of management guidelines, such as 1) creating an inspiring environment that might satisfy the stakeholders and fulfill the intended goals; 2) work-life balance; 3) satisfaction improvement; 4) diverse skills promotion and development; 5) transparent leadership; and 6) effective communication channels.

Human Resource Management and Job Retention: Qualitative Research on University Teachers with Job Satisfaction as Mediator

Xiaohui Xie, Teetut Tresirichod — Sun, 30 Jun 2024 00:00:00 +0700

This study aims to explore the impact of human resource management (HRM) practices on job retention among faculty in public undergraduate universities in China, with a particular focus on the mediating role of job satisfaction. Employing qualitative research methods, including in-depth interviews with HR professionals, this research provides valuable insights into how HRM practices influence faculty retention. The results indicate that job satisfaction plays a crucial role in enhancing faculty retention rates. Positive HR practices, such as transparent communication and professional development opportunities, significantly improve teachers' job satisfaction, thereby increasing retention rates. Additionally, the study highlights the importance of leadership satisfaction, career development opportunities, and work-life balance in HRM strategies for faculty retention. A major contribution of this study is the detailed perspective it offers on how HRM practices influence job satisfaction, thereby enhancing the willingness of faculty to remain at public undergraduate universities in China. These insights are of practical significance for administrators in higher education institutions, as they identify specific ways to improve faculty retention rates through the enhancement of HRM practices. The study also acknowledges limitations in sample diversity and size, methodological constraints, and temporal limitations, addresses the limitations by approaching HR professionals, and suggests directions for future research.

Consumers in the Circular Economy: Attitude towards Products and Factors Affecting Intention to Purchase Circular Fashion Products of Generation Y (Millennials) in Bangkok

Watcharaporn Kayom, Supawadee Hongkanak — Sun, 30 Jun 2024 00:00:00 +0700

This research aimed to study the influence of personal norms, environmental knowledge, perceived government policy, and attitudes towards products that affect the intention to purchase circular fashion products of Generation Y (Millennials) in Bangkok. Quantitative research was applied in this research. Data were collected using questionnaires from Generation Y (Millennials) consumers in Bangkok. A sample size of 345 people was analyzed using descriptive statistics, and structural equation modeling (SEM) was performed to test research hypotheses. The results found that 1) the level of the personal norm, environmental knowledge, perceived government policy, attitude towards products, and intention to purchase circular fashion products are at a high level; 2) the personal norm, environmental knowledge, and perceived government policy have a positive influence on attitude towards products; 3) attitude towards products has a positive influence on the intention to purchase circular fashion products; 4) the factor that influences the intention to purchase circular fashion products is an attitude towards products. It has a direct influence equal to 0.915, while the highest indirect influence is perceived government policy equal to 0.296. 5) The structural equation model is congruent with the empirical data. All passed the acceptance criteria (c²equal to 59.025, df equal to 53, c²/df equal to 1.114, p-value equal to 0.265, RMSEA equal to 0.018, CFI equal to 0.999, TLI equal to 0.995, and SRMR equal to 0.025), and 6) with the cooperation of both government sectors, business sectors, and consumers, the research gained new knowledge on the consumer model in the circular economy. It can promote the intention to purchase circular fashion products by developing personal norms, environmental knowledge, perceived government policy, and consumer attitudes toward products.

Management Accounting and Risk Management that Affect the Organizational Effectiveness of Modern Trade in the Digital Age Case Study: Small and Medium-sized Enterprises in Bangkok (SMEs Business)

Sunun Pengjinda, Wasurat Songbhanphot, Watcharee Soontornnon — Sun, 30 Jun 2024 00:00:00 +0700

The purpose of this study was to investigate (1) opinions on management accounting, risk management, and organizational effectiveness of medium- and small-sized enterprises in Bangkok. (2) Compare the organizational effectiveness of medium- and small-sized enterprises in Bangkok, categorized by business characteristics. (3) Accounting management and risk management factors influencing the organizational effectiveness of medium- and small-sized enterprises in Bangkok. The study is investigated through a quantitative research approach. The population comprises managers, entrepreneurs, or individuals associated with medium- and small-sized enterprises in Bangkok. A stratified random sampling method with a sample size of 400 is employed. Data is collected using a questionnaire, and statistical analyses involve descriptive statistics such as frequency, percentage, mean, and standard deviation. Inferential statistics include the t-test, one-way ANOVA, least significant difference test (LSD), and multiple regression analysis. The results showed that (1) opinions on management accounting, risk management, and organizational effectiveness of medium- and small-sized enterprises in Bangkok are at a high level. (2) Medium- and small-sized enterprises in Bangkok, different business types exhibit similar organizational effectiveness, except for variations related to business format, operational duration, and total number of employees, which result in distinct organizational outcomes. (3) Accounting management factors about decision-making, directing, and planning, along with risk management factors including operational performance, information management, communication and reporting, strategic planning, objective setting, corporate governance, and organizational culture, significantly influence the organizational performance of medium- and small-sized enterprises in Bangkok, with statistical significance at the 0.05 level.

Supply Chain and Demand of Online Products Business After COVID-19 Situation for Creative Economy Prachuapkhirikhun Province

Weerawan Pinchumpholsang — Sun, 30 Jun 2024 00:00:00 +0700

This research aimed to study 1) the supply chain and demand of online product businesses after COVID-19 on the economy in Prachuapkhirikhun. 2) Factors affecting market competition that increase competitive potential 3) market competitive relations to increase the online supply chain's sales potential. A mixed approach was used in the research. The sixty businesses in the qualitative study were selected proportionately, particularly randomly from six categories: drinks, sweets, food, clothing from the area, seaside souvenirs, and chili sauce. Additionally, 600 consumer samples from the population were proportionally sampled for the demand side of the quantitative study. The data collection method involved an in-depth interview on the supply side and a questionnaire on the demand side of creative business groups in the province. Analysis of data by descriptive statistics and multiple regression analysis. The research results were found as follows: 1) The financial potential of the dessert business had the fastest payback period, and the present value of net profit compared to the investment budget approached the quickest payback. The demand-side research found that marketing factors had affected product consumption satisfaction. The products were popular in the market for their product image, services, and prices. Females under 18 with higher education levels and incomes ranging from 8,001 to 25,000 baht are satisfied with business group consumption. However, marketing development must expand to increase sales in the digital age, considering changing sales times. 3) The competitive business after developing additional marketing potential was higher than 10 percent, namely for dessert and clothing. Every business could expect an increase in sales of 10.95 percent. The impact of income factors and expenses from supply chain costs are factors that affect business operations.

The Legal Measures to Suppress the Problem of Competition for Environmental Resources Between Farmers Who Use Water in Agro-Ecological Areas: A Case Study of the Mae Wang River Basin, Chiang Mai Province

Krisda Eiamlamai — Sun, 30 Jun 2024 00:00:00 +0700

This research aimed to 1) study the problem of competition for environmental resources between communities in the upper and lower Mae Wang River basins; and 2) study guidelines for creating community agreements between local interest groups. Local regulations for water resource allocation and forest resources in the Mae Wang Basin communities. 3) Study legal measures to solve the problem of environmental pollution in communities that use water in the Mae Wang Basin. This research is qualitative. The sample group used in the study was a group of farmers who use water-not less than 300 people. Tools used for collecting data are document research, interviews, focus group meetings, and the use of questionnaires. Data were analyzed using a conceptual framework based on good governance theory in water management, Christopher Moore's Conflict Circle Theory, and content validation by triangulation. The research results were found as follows:1 Farmers in Mae Wang District have problems competing for resources, with 37.9% of farmers upstream using water unreasonably. 2. For using legal measures to solve the problem of competition for environmental resources between communities. Mae Wang River Basin, there is a need to enact laws that empower water user organizations to manage environmental disputes between communities. 3. Community justice should be used, local community statutes should be established, and local customary dispute resolution guidelines should be applied in community environmental dispute resolution.

The Creation of Short Documentary “Lakorn Chatri in Petchaburi Province” through Silpa-Bunjob Online Channel

Jutarat Karakate, Lattasith Taweesuk — Sun, 30 Jun 2024 00:00:00 +0700

This research aimed to 1) investigate the short documentary production of Lakhon Chatri in Phetchaburi on the Silpa-Punjab Online Channel produced by the researcher, and 2) examine audience satisfaction with the short documentary by using mixed-methods research. The sampling was divided into qualitative groups using interviews with 10 experts, and the quantitative research sample is a group of 286 documentary viewers. They were selected by the population size of 1,000 people in the study. The instruments for collecting data were document surveys, documentary production, in-depth interviews with experts and those involved in the research, and questionnaires—data analysis by descriptive statistics and content analysis. The research results found that the creation of a short documentary production includes five steps of the process, as follows: 1) researching and developing issues 2) preparing for production 3) filmmaking 4) post-production, and 5) broadcasting and advertising the documentary. Additionally, the data collected from the 286 participants reveals that the overall satisfaction with the short documentary is at its highest level ( = 4.68, SD = 0.54). In conclusion, this documentary provides academic information combined with entertainment and persuades people to culturally conserve by presenting Lakhon Chatri performances’s value and Lakhon Chatri artists’ lifestyle.

A Study of Culture-Specific Items (CSIs) and Translation Strategies in The Blind Earthworm in the Labyrinth

Jantra Prompan — Sun, 30 Jun 2024 00:00:00 +0700

This research aims to investigate culture-specific items (CSIs) within the novel The Blind Earthworm in the Labyrinth and to analyze the translation strategies implemented by the translator when dealing with these culturally specific items. Employing a qualitative methodology, this study primarily emphasizes content analysis. The texts under study are the 2015 South East Asian Writers (“S.E.A. Write”) Award-winning Thai novel, The Blind Earthworm in the Labyrinth by Veeraporn Nitiprapha, alongside its English translation by Kong Rithdee in 2018. The research framework draws upon Nida’s (1964) cultural categories and Newmark’s (1988) translation strategies, providing a theoretical lens to examine the translator’s approaches to managing the non-equivalence between English and Thai. Findings revealed that the highest frequency among culture-specific items is attributed to material culture, followed by ecological, social, linguistic, and religious cultures, respectively. Among the 18 identified translation strategies, the most frequently employed was a literal translation, followed by couplets, transference, functional equivalent, cultural equivalent, compensation, paraphrase, reduction, shifts or transpositions, recognized translation, through-translation, descriptive equivalent, modulation, componential analysis, and a more specific word. Notably, synonyms, translation labels, and less expressive words were the least utilized. The findings suggest that these diverse strategies effectively address cultural disparities between Thai and English, providing valuable insights for Thai translators and Thai teachers in the field of translation. Recommendations for further research are also provided.

A Study on the Life and Learning Satisfaction of Chinese Students in Thailand: The Moderating Role of Third-Party Services

Anran Zhang — Sun, 30 Jun 2024 00:00:00 +0700

The increasing number of Chinese students pursuing higher education in Thailand has drawn attention to their lives and learning satisfaction. This study aims to investigate the current satisfaction levels of Chinese students in Thailand, analyze the main factors influencing their satisfaction, and explore the moderating role of third-party services. A questionnaire survey was conducted among Chinese students studying at several universities in Bangkok. The survey consisted of two sections: control variables and questions related to the independent and dependent variables. In total, 250 valid responses were collected from 262 questionnaires, with a validity rate of 95.4%. The data were analyzed using descriptive statistics, correlation analysis, and regression analysis. The results showed that instructional design, school environment, and school services had significant positive effects on overall satisfaction with academic life. The moderating effect of third-party service demand was significant for the relationship between school services and overall satisfaction but not for instructional design or school environment. The average score for overall satisfaction with study life was 3.98 on a 5-point scale, indicating a satisfactory level. This study contributes to the theoretical understanding of factors influencing Chinese students' satisfaction abroad and provides practical implications for universities and third-party service providers to improve student satisfaction and attract more Chinese students to study in Thailand. Recommendations include improving housing and catering services, adjusting third-party service content based on student demand, and considering additional services such as language instruction and career guidance.

Home School Guidelines for Fundamental Education, Case Study: Chiang Rai Province, Thailand

Thidawan Unkong, Patcharida Lamnaknet, Alistra Onaud — Sun, 30 Jun 2024 00:00:00 +0700

This research aimed to study 1) the basic information about fundamental education management by families (homeschool): a case study in Chiang Rai Province; 2) the lessons learned about fundamental education management by families (homeschool): a case study in Chiang Rai Province; and 3) the development of guidelines for fundamental education management by families (homeschool): a case study in Chiang Rai Province. This research employed a combination of quantitative and qualitative methods. The population studied included families providing fundamental education. Primary Educational Service Area in Chiang Rai Province and experts. The instruments used for data collection were questionnaires and structured interview forms. The statistical analysis included percentages, means, standard deviation, and content analysis. The result indicated that fundamental education management by families (homeschooling) was at a high level. The lesson learned showed interesting points in homeschooling. One advantage is that family education organizers can create and modify curricula tailored to the aptitudes and interests of learners. Families also have more time to bond with each other. However, there are limitations: learners may lack social skills, have limited access to expensive learning materials, study managers might have less personal time, and there's a lack of government subsidy for lunches. The homeschool approach encompasses five aspects: 1) Principle; 2) Objective; 3) Input; 4) Process; and 5) Expected Results. The guideline of homeschooling for fundamental education aims to cultivate learners with three attributes: 1) Learners have educational standards based on national guidelines. 2) Learners receive education according to their interests, potential, and aptitude and 3) Students learn in an integrated way that aligns with their lifestyle and family.

Development of Online Learning based on the Art-Based Lateral Thinking Model to Promote Creative Thinking for Undergraduate Students

Phongthep Khotpratum, Prawit Simmatun, Sanit Teemauangsai — Sun, 30 Jun 2024 00:00:00 +0700

The objectives of this research were to 1) examine the current and expected needs of undergraduate students regarding online learning and 2) develop online learning based on the art-based lateral thinking model to promote creative thinking (OALT model). This study employed a mixed-methods research design across three distinct phases. The papers presented in Phases 1 and 2 investigate the need for assessment and model development for creative thinking development. The target groups encompassed nine instructors, nine subject matter experts, and a sample group, obtained through cluster sampling, consisting of 400 undergraduate students. Data was collected through document analysis, an in-depth interview, and a questionnaire. The subsequent data analysis was quantitative and qualitative statistics, including frequency distribution, percentage, mean, standard deviation, the PNImodified index, and content analysis. The research results were found as follows: 1) The current and expected needs that promote creativity, with the PNI_modified values ranging between 0.25 and 0.85, showed that the aspect with the highest PNI_modified was the process of promoting creative thinking. And 2) the OALT model consisted of 7 components: 1) Masterwork Analysis; 2) Conceptual Exploration; 3) Lateral Thinking Exercises; 4) Artistic Expression; 5) Reflection and Integration; 6) Collaborative Projects; and 7) Feedback and Revision. The assessment results indicated that the appropriateness of the model was at the highest level.

Guidelines for Developing Teacher Competency in the 21st Century of Schools Under the Secondary Educational Service Area Office, Mukdahan

Arreerat Matapha, Sumalee Sriputtarin, Jaruwan Kheawnamchum — Sun, 30 Jun 2024 00:00:00 +0700

Rapid changes in the world are caused by advanced and modern technology. Teachers need to have the necessary abilities and competencies so that learning management can develop students to their fullest potential. The purposes of this research were (1) to study the current and desired situations of teacher competency in the 21^st century; (2) to study the priority needs of teachers operating systems in the 21^st century; (3) to develop guidelines for developing teacher competencies in the 21^st century; and (4) to evaluate the suitability and feasibility of the guidelines for developing teacher competencies in the 21^st century. The sample group consisted of 252 people. The sample size was determined using percentage criteria. The instruments for collecting data were (1) a questionnaire about current and desired situations, (2) a structured interview form, and (3) the propriety and possibility assessment of the guidelines for developing teacher competencies in the 21^st century. The statistics employed in data analysis were percentage, mean, standard deviation, and Modified Priority Needs Index (PNI _Modified). The research results revealed that (1) the overall current situations for participating in the promotion of teacher competency in the 21^st century were at a high level, and the overall desirable situations were at the highest level. (2) The needs that were higher than the overall average included topics of Evaluation and Research, Teamwork and Knowledge sharing, Technology and Educational Innovation, Communication, and Curriculum and Learning management. (3) The development guidelines consisted of seven components, for a total of 36 development guidelines. (4) The results of the overall development evaluation revealed that suitability was at the highest level and possibility was at the highest level.

The Professional Ethics Performance of Teachers in Basic Educational Institutions under the Office of Surin Primary Educational Service Area 3

Sun, 30 Jun 2024 00:00:00 +0700

The objectives of this research are: 1) Study the professional ethics performance of teachers in basic educational institutions under the office of Surin Primary Educational Service Area 3. 2) Compare teachers' practices in following the teaching professional code of ethics, classified by gender and academic status. 3) Study guidelines for promoting work performance according to teaching professional standards and teaching professional ethics. A sample group of 348 teachers was determined using Crezzi and Morgan tabulation and stratified random sampling. Proportionally, the data collection tool is a questionnaire. Data were analyzed using statistics: percentage, mean, and standard deviation. The research results found that 1) compliance with the teaching professional code of ethics is high in every aspect. It was found that the aspect with the highest average was ethics for professional associates, and the aspect with the lowest average value was social ethics. 2) The results of comparing the practices of teaching professional ethics classified by gender found that overall and in each aspect, they were not different. Classified by academic status, it was found that overall and in each aspect, they are significantly different at the .05 level. 3) Target group analysis results by triangulating showed that 1) on ethics towards oneself, the emphasis is placed on teachers developing themselves to have standards in their work. 2) On the ethics of the profession, the emphasis is placed on performance evaluation. 3) Ethics towards service recipients emphasizes improving the service system to be efficient. 4) The ethical standard for professional co-operators is that administrators adhere to the principles of fairness in management. 5) Ethics for society focus on participating in activities and giving opportunities for the community to participate in management to build strength in educational institution administration.

Administration Strategies for the Student Care System Using Digital Technology in Schools under the Sakon Nakhon Secondary Primary Educational Service Area Office

Sarawoot Wichianlom, Parichat Buacharoen — Sun, 30 Jun 2024 00:00:00 +0700

This research aimed to 1) study the current and desired status and the needs of the administration of the student care system using digital technology in schools under Sakon Nakhon Secondary Educational Service Area Office, and 2) develop the administration strategies for the student care system using digital technology in schools under Sakon Nakhon Secondary Educational Service Area Office. The study was conducted using a mixed-methods design. The sample in the study included educational institution administrators, deputy directors of educational institutions, teachers in charge of the student care system, counselor teachers, and guidance teachers in schools under the Sakon Nakhon Secondary Educational Service Area Office, selected by a purposive sampling method. The research instruments were a questionnaire, a semi-structured interview, and a strategy evaluation form. Statistics used for data analysis were percentage, mean, standard deviation, and priority needs index modified. The research results were revealed as follows: 1. The current status and the desired status of the administration of the student care system using digital technology in schools under Sakon Nakhon Secondary Educational Service Area Office were overall at a moderate level and were overall at a high level, respectively. The utmost importance lies in the necessity for prevention and problem-solving. And 2) The administration strategies of the student care system using digital technology in schools under the Sakon Nakhon Secondary Educational Service Area Office comprised six major strategies, and the administration strategies had appropriateness and feasibility overall at the highest level.

The Human Resources Management Model Responded to the Department for Learning Encouragement of District Learning Encouragement Center in the Three Southern Border Provinces

Fareeda Kasor, Parichat Buacharoen — Sun, 30 Jun 2024 00:00:00 +0700

This research aimed to 1) develop a human resources management model responding to the Department for Learning Encouragement of District Learning Encouragement Center in the Three Southern Border Provinces, and 2) evaluate the human resources management model responding to the Department for Learning Encouragement of District Learning Encouragement Center in the Three Southern Border Provinces. This study utilized a mixed-methods approach. The sample consisted of 330 administrators and teachers affiliated with the Learning Encouragement Centers in the three southernmost provinces, 11 experts in model development, and 36 experts in assessing the suitability and feasibility of the model. Data collection tools included questionnaires (IOC value equal to 0.80-1.00), focus group discussions, and suitability and feasibility assessment forms. Data were analyzed using statistical values, including means and standard deviations, and content analysis. The research found that 1) the human resource management model to support the upgrade to a Department of Learning Encouragement for District Learning Encouragement Centers in three southernmost provinces comprised seven main components and included 38 mechanisms, as follows: (1) human resource and workforce planning; (2) recruitment and selection of human resources; (3) development and training of human resources; (4) performance evaluation; (5) management of compensation, benefits, and rewards; (6) retention of talented individuals; and (7) multicultural human resource management. 2) The overall assessment of the suitability and feasibility of the model was rated as high.

Academic Administration Affecting the Quality of Students in Basic Education Institutions Under Roi-Et Primary Educational Service Area Office 2

Sun, 30 Jun 2024 00:00:00 +0700

The objectives of this study were 1) to study academic administration in basic education institutions; 2) to compare academic administration in basic education institutions classified by the position of respondents; 3) to study the quality of learners in basic education institutions; and 4) to study academic administration that affects the quality of learners in basic education. It is quantitative research. The sample groups used in this research are school administrators, heads of academic administration, and teachers, totaling 362 people. The research instrument is a 5-level rating scale questionnaire with a confidence value of .95. Statistics used include percentage, mean, standard deviation, t-test, F-test, and one-way analysis of variance. When the differences were found, a pair test was performed using the Sheffe method. Pearson's correlation coefficient and stepwise multiple regression analysis were also used. The results of the research were as follows: 1. It was found that in academic administration in basic education institutions, the overall level is very high. 2. Comparison of academic administration in basic education institutions, classified by the position of respondents, with an overall statistically significant difference at the .05 level. 3. The quality of learners in basic education institutions was found to be at the highest overall level. 4. Academic administration that affects the quality of learners in basic education institutions falls into 4 aspects: assessment, evaluation, and transfer of academic performance; curriculum development of educational institutions; supervision of education; and management of teaching and learning in educational institutions. It has a multiple correlation coefficient of .931 and can jointly explain the variance in student quality by 86.60%.

The Future Trend of Municipality School Administration in The Next Decade

Jatupol Nomanee, Thidawan Unkong, Santi Buranachat, Numfon Gunma — Sun, 30 Jun 2024 00:00:00 +0700

The objectives of this research were 1) to study the current excellent management of schools under the municipality and 2) to study the future trends of school administration under the municipality in the next decade. Mixed research methods were used. The tools used are: 1) semi-structured interviews; and 2) questionnaires using the EDFR technique with questionnaire efficiency evaluation (IOC) at the 0.84 level. Statistics used in data analysis are mean, standard deviation, median, mode, and interquartile range. The research results found that: 1) The management of schools under the municipality is currently excellent. An additional management structure is based on the focus and objectives to develop towards excellence. An Excellence Department has been added. There is a clear vision and mission towards excellence that is consistent with the curriculum for excellent teaching and learning. The policy of local administrators is an important driving force in developing excellence. 2) The future outlook for municipal school administration in the next decade has 7 categories and 32 indicators, providing an overview of the future outlook for municipal school administration in the next decade. It will happen or come true at the highest level ( = 4.69, SD = .48) and it is a desired future picture at 99.96 percent. When considering each category, it was found that Category 5: Focusing on Personnel, has the highest average, it is at the highest level ( = 4.78, SD = .39). According to the opinions of the experts who provided the information, there is consistency of the opinions (interquartile range Q₃-Q₁is not more than 1.5) in every category and every indicator.

Teacher’s Behavior According to Four Brahmawihan Principles Affecting the Academic Administration of Schools According to Teachers' Opinions under Buriram Secondary Educational Service Area Office

Sun, 30 Jun 2024 00:00:00 +0700

This research aimed to: 1) study and compare the behavior according to the four Brahmawihan principles of teachers; 2) study and compare the level of academic administration of schools according to teachers' opinions; 3) study the relationship between the behavior according to the four Brahmawihan principles of teachers and the academic administration of schools according to teachers' opinions; and 4) study the factors relating to the behavior, according to the four Brahmawihan principles of teachers, that affect the academic administration of schools according to the opinions of teachers under The Secondary Educational Service Area Office Buriram. This research was quantitative. The sample group included 340 teachers under The Secondary Educational Service Area Office in Buriram. The research instruments consisted of the questionnaires analyzed by frequency distribution, percentage, mean, standard deviation (S.D.), t-test, one–way ANOVA, Pearson product-moment correlation, and stepwise multiple regression analysis. The research results were found as follows; 1) overall behavior according to the four Brahmawihan principles of teachers was at the highest level, while the results of comparing teachers’ behavior according to the four Brahmawihan principles, classified by their education levels and work experiences, were statistically different. 2) The level of academic administration of the school, according to teachers' opinions, was at a high level, while the results comparing the level of academic administration classified by their education levels and work experience were statistically different. 3) The correlation between the behavior according to the four Brahmawihan principles of teachers and the academic administration of school according to teachers' opinions was statistically positive, and 4) the behavior according to the four Brahmawihan principles of teachers, affecting the academic administration of school according to teachers' opinions, is Karuna (compassion), which potentially affects the academic administration at 74%.

Emerging Trends in Global Education a Qualitative Analysis of Thailand's Ascendance as a Preferred Destination for Management Studies

Sun, 30 Jun 2024 00:00:00 +0700

This research aims to uncover the motivations of Chinese students opting for management studies in Thailand and to proffer strategic insights for augmenting the internationalization of higher education management in Thailand and elevating the caliber of study abroad services provided to international students. The research employed a questionnaire survey method targeting Chinese students studying management in Thailand, including 27 doctoral students, 70 undergraduates, and 32 master students, collecting over 122 valid responses. The study analyzed these responses using thematic analysis and grounded theory to identify relevant themes and keywords, construct a coding system, and develop a theoretical model of Chinese students' choice of Thailand as a destination for management studies. Additionally, the study built a knowledge map to elucidate this motivation. The findings were found as follows: 1. geographical and economic considerations, educational system advantages, cultural and social engagement, personal and professional development, misinformation, and exploration and curiosity--these factors contribute to Chinese students' decisions to study management in Thailand; 2. factors among practical considerations, the pursuit of personal, and professional enrichment, indicate a complex interaction.

The Research and Development of Public Collective Mindset through Online and Offline Media to Manage Agricultural Tourism in the Province of Samut Prakan in Thailand

Wasana Sangpum — Sun, 30 Jun 2024 00:00:00 +0700

This article aims to: 1) study the fundamental information regarding agricultural tourism management; 2) study the process of community psychology groups through online and offline media to manage agricultural tourism; and 3) develop community psychology group processes through online and offline media to manage agricultural tourism in Samut Prakan province. This research employs participatory action research methods. Data collection tools include document analysis, interviews, checks of online and offline community psychology group processes, group conversation recordings, and suitability and utility assessments. Statistical analysis methods include frequency, percentage, arithmetic mean, standard deviation, importance index ranking, content analysis, and cross-checking of data. Research findings include 1) basic agricultural tourism information in Samut Prakan, a province in the Bangkok metropolitan area, with the Chao Phraya River passing through; industrialized urban areas; and agriculture suitable for agricultural tourism. Tourism management in this province involves community participation and diverse activities. 2) Online and offline community psychology group processes for managing agricultural tourism in Samut Prakan involve interest group formation, information exchange, online activities, media content creation, and mutual support. Offline processes include group planning, content creation, and promotion through offline media. 3) The development of community psychology group processes for managing agricultural tourism involves studying basic data, creating processes, verifying the accuracy, experimenting with guides and calendars, and assessing suitability and satisfaction through collaboration with communities and stakeholders.

Agency Costs and Asset Management Efficiency Influence the Profitability of Companies Listed on the Market for Alternative Investment (MAI)

Arisara Thaneerananon — Sun, 30 Jun 2024 00:00:00 +0700

This research therefore aims to analyze agent costs, asset management efficiency, firm size, and financial risks that influence the profitability of companies listed on the Market for Alternative Investment (MAI). This research therefore has the objectives of studying and analyzing agency costs, and the efficiency of asset management that influence the profitability of companies listed on the MAI Stock Exchange. This research is quantitatively conducted by collecting data from the MAI Stock Exchange during the years 2021-2023, a total of 556 samples from 181 companies were analyzed by multiple regression analysis. The results found that the ability to manage assets has a positive influence on profitability. Firm size has a positive influence on profitability. And it was found that agency costs have a negative influence on profitability. The ability of the debt-to-equity ratio to have a negative influence on profitability. So asset management and firm size have increased influence on the business's ability to make increased profits, and as agent costs increase, the debt-to-equity ratio decreases. In addition, the debt-to-equity ratio has decreased, resulting in the business's ability to make more profits. This research was able to explain 22% of the change in profitability.

Accounting Training Behavior to Develop the Profession of Accounting Professionals in Thailand

Manyad Limoransuksakul, Thanomsak Sueannoi — Sun, 30 Jun 2024 00:00:00 +0700

This research aimed to study the level of opinions on factors influencing the decision to enroll in accounting training courses among accounting professionals and to validate a causal relationship model with empirical data. A quantitative research approach was employed. The population consisted of accounting professionals in Thailand, with an unknown population size. The sample size was 404 individuals, selected through a convenience sampling method. The research findings revealed that most of the respondents were female, under 25 years old, held a bachelor's degree, had a monthly income of less than 30,000 baht, and had 1-10 years of accounting experience. They were interested in professional accounting development programs offered on weekends (Saturday and Sunday) through online platforms. Regarding the level of opinions, financial rewards, professional recognition, and professional training positively influenced attitudes. In terms of the relationships between variables, attitudes, social values, and perceived continuous professional development had a statistically significant influence on the intention to enroll in training programs at the 0.05 level. However, perceived continuous professional development did not influence the decision to enroll in training programs. The model fits the data well.

The Impact of Corporate Governance, Financial Performance, and Technology Investment on Firm Value of Listed Companies in The Stock Exchange of Thailand

Tassawan Salaphai, Nathaphon Kannarapong, Sumalee Somnuek, Tongjai Yampaka — Sun, 30 Jun 2024 00:00:00 +0700

This research aims to investigate the impact of corporate governance (CG), financial performance (ROA), and IT investment on firm value (Tobin's Q) using a quantitative approach. Data from 935 listed companies on the Stock Exchange of Thailand between 2018 and 2022 were analyzed using descriptive statistics, percentages, means, Pearson correlation coefficients, and multiple regression analysis. The results reveal that the average CG score was 86.63, the average ROA was 23.34%, the average IT investment was 0.26, and the average Tobin's Q was 1.03. Multiple regression analysis shows that CG, ROA, and IT investment significantly impact firm value at the 0.01 significance level. The finding that IT investment has a positive impact on firm value is a novel contribution, as technology can enhance operational efficiency, reduce costs, increase revenue, and project a modern image, all of which contribute to firm value and reflect investor expectations for the firm's future. Investors or firms can utilize the model developed in this study to analyze and make informed decisions regarding IT investments. Based on empirical evidence, the researchers substituted values into the equation and found that the prediction accuracy of the equation was 16.2%. The remaining 83.8% may be attributed to other factors influencing firm value.

The Development of People’s Participation in Local Political Election: A Case Study of Nakhon Pathom Municipality Nakhon Pathom Province

Patcharamon Tosurat — Sun, 30 Jun 2024 00:00:00 +0700

This research aims to 1) investigate contexts and problems of an election in Nakhon Pathom Municipality, 2) explore factors affecting the decision to exercise their right to vote, and 3) find guidelines to explicate vobers in community to exercise their right to vote. A mixed-method approach was employed to collect data included a questionnaire and an Indepth interview. The statistics used in this study contained frequency, percentage, were, standard deviation, and stepwise multiple regression analysis. The results related to contexts and problems of an election in Nakhon Pathom Municipality which were 19.5 square kilometers indicated that the administrative areas were divided into 9 sub-districts with the total population of 72,753 containing 34,445 males and 38,308 females. Moreover, the overall of exploring factors affecting the decision to exercise their right to vote was in the highest level. Given guidelines to explicate people in community to exercise their right to vote, there were two guidelines selected which were vote guidelines and election cognition.

Creative Economy on the Wellness Tourism of Elderly Tourists in Thailand: A Comparative Study of Thai, Japanese, and Chinese

Kittiya Keadplang, Witsanu Hansuk, Punyawee Suchaoin, Khanitha Pimanmassuriya — Sun, 30 Jun 2024 00:00:00 +0700

This study illuminates the crucial role of the creative economy in shaping the wellness tourism preferences and experiences of elderly tourists in Thailand, Japan, and China. By uncovering valuable insights, it provides guidance for tourism stakeholders, policymakers, and marketers aiming to enrich the appeal and sustainability of wellness destinations. The findings suggest promising opportunities for crafting tailored wellness offerings that resonate with each country’s unique cultural and generational dynamics, ultimately fostering economic growth and enhancing well-being among the elderly population in these regions. In essence, the analysis underscores the profound impact of the creative economy theory on wellness tourism in these nations. Leveraging their rich cultural heritage and innovative capabilities, these countries have strategically bolstered the wellness tourism sector, particularly for elderly travelers. This symbiotic relationship between culture, creativity, and economic growth has spurred the development of tailored wellness experiences, catering to the diverse needs of elderly tourists and solidifying these countries' positions as premier wellness destinations. The integration of creative economy principles into wellness initiatives not only enhances the quality of experiences but also fosters authenticity and cultural immersion, setting these destinations apart in a competitive market. As the global population ages, the convergence of wellness tourism and the creative economy presents significant potential for driving sustainable tourism sector development while addressing the evolving needs of elderly travelers. Hence, policymakers and industry stakeholders must prioritize the preservation and promotion of cultural heritage, innovation, and authenticity to ensure the continued growth and success of wellness tourism in these culturally diverse nations.

Logistics In Different Perspectives: The Business Sector and The Military Sector

Chanicha Moryadee, Mano Prachayapipat, Lamphai Trakoonsanti, Kiatkulchai Jittaer — Sun, 30 Jun 2024 00:00:00 +0700

Logistics in both the business and military sectors play crucial roles in efficiently providing services in moving and managing resources. While they share similar fundamental concepts, they have different objectives and perspectives, significantly influenced by diverse contexts and characteristics within each sector. In business logistics, the focus is on supply chain management to enhance efficiency, reduce costs, and meet customer demands appropriately. Companies aim to optimize processes such as procurement, transportation, warehousing, and distribution to maximize profits and strengthen their market position. Key factors in business logistics include efficiency, speed, and low costs, emphasizing responsiveness to market demands while minimizing expenses. Meanwhile, in the military sector, logistics are vital for operational readiness and efficiency. Military logistics involve coordinating the rapid deployment of personnel, equipment, and materials to support missions, maintain force readiness, and achieve strategic objectives. Rapid mobilization, flexibility, and adaptability are crucial, as logistics impact military capabilities in demonstrating power, sustaining operational tempo, and maintaining combat effectiveness in diverse and challenging environments. Although both sectors share the goal of resource optimization and efficiency, the environment and strategic priorities differ, leading to distinct logistics strategies and priorities. Understanding these differences is essential for developing appropriate logistics management approaches in both business and military contexts.