School of Administrative Studies Academic Journal

The Development of a Multicultural Leadership Model for ThailandChief Subdistrict Officer in Southern Border Provinces of

์Nipon Chaiyai — 2025-09-30

This research aims to develop a model of multicultural leadership for district chiefs who are in charge of subdistricts in the southern border provinces. The study employs a qualitative research method using in-depth interviews with a diverse sample group in terms of religion and social status. The sample consists of 14 district chiefs, 7 from the Buddhist faith and 7 from the Islamic faith, 5 scholars and government officials, and 15 religious leaders and community members from both religions, totaling 34 participants. The research uses observation, group discussions, and in-depth interviews as tools to gather data, which is then analyzed and discussed to develop a leadership model suitable for the multicultural context of the southern border region.

The findings revealed five key aspects of multicultural leadership for district chiefs: 1) Building trust, which requires honesty and sincerity when working with communities; 2) Having deep knowledge of the local history and culture to enhance understanding and avoid conflicts; 3) Effective and sensitive communication skills to reduce conflicts; 4) Maintaining an open and neutral attitude in all situations; and 5) Applying the King's philosophy in public administration, focusing on developing policies that align with the lifestyles and identity of the community. The study demonstrates that the development of multicultural leadership is crucial for fostering reconciliation and promoting sustainable development in the southern border region.

The Guidelines of Innovation Development to Enhance the Quality of Life for the Elderly in Surat Thani Municipality, Surat Thani Province

Wipawee sreewang — 2025-09-30

The objectives of this study were to 1) examine the state of the elderly’s quality-of- and their needs in this regard, 2) analyze strategies for enhancing the elderly’s quality of life, and 3) propose innovative guidelines for enhancing the elderly’s quality of life in Surat Thani Municipality, Surat Thani. This study employed a mixed-methods approach. The quantitative data were collected through questionnaires with 354 elderly members of senior citizen clubs with in Surat Thani Municipality. The qualitative research used semi-structured interviews to collect data from 30 representative workers and representatives of the elderly group and group discussions from the elderly who are members of the elderly club in Surat Thani Municipality. A descriptive content analysis method was used.

The findings revealed that 1) Situation of quality of life of the elderly in general Most elderly people are able to help themselves and live their daily lives normally. As for the level of quality of life needs of the elderly, they have the greatest need for physical development. 2) Analysis of strategies for promoting the quality of life of the elderly found that Surat Thani Municipality has a development strategy. Social welfare and quality of the elderly. which can solve problems for people to have a better quality of life to a certain extent but it has not received the greatest satisfaction from the people in the area. Because the implementation of some projects still cannot solve the problems for the people according to their true needs and 3) Guidelines for developing innovations to promote the quality of life of the elderly found that There should be innovations to encourage the elderly to be self-reliant Innovative mechanisms for cooperation and development and innovation in creating safe spaces This is an innovation that responds to the problems and needs of the elderly.

Participatory Strengthening Process within the Community through the Transfer of Organic Farming Knowledge: A Case Study of Han Sai Subdistrict, Aranyaprathet District, Sa Kaeo Province

Pakamat Leangthanarerk — 2025-09-30

This research article aims to 1) study the process of strengthening communities through the transfer of organic farming knowledge, and 2) propose a model for community strengthening through this knowledge transfer process. The study employs a qualitative research approach, utilizing document analysis, in-depth interviews, and focus group discussions. The key informant group consists of 30 representatives from 1) universities, 2) local government agencies, and 3) the community of Han Sai Subdistrict. The research uses narrative analysis and data synthesis to interpret the findings.

The results reveal that the roles of stakeholders, including government agencies, local agricultural wisdom leaders, or organic farming thought leaders, are crucial in strengthening the community through the transfer of organic farming knowledge. This process consists of two main parts: First, the strengthening process begins with the active participation of stakeholders from universities, local government agencies, and the Han Sai Subdistrict community. These groups contribute to the development of organic farming knowledge at the individual level by fostering understanding, knowledge exchange, and knowledge transfer. The second part of the process involves the formation of a model for strengthening the community through activities, which includes setting objectives, gathering group members, and conducting evaluations to develop a process framework for community strengthening through the transfer of organic farming knowledge.

Learning Local Communities Using the Social Engineer Process in Huachang Subdistrict, Uthumphonphisai District, Sisaket Province

Sutewee Kongkoon — 2025-09-30

The objectives of this study were to: 1) study the students development of learning local through the process of social engineering, and 2) analyze the problem of suggestions on using tools of social engineering students. Research is a mixed-methods research qualitative and quantitative. The instruments used in this research were questionnaires and interviews. The samples used in this study were 272 students of the College of Law and Government. The sample was drawn from 3 departments: public administration, jurisprudence, and political science, using stratified random sampling. The sample was selected using the Taro Yamane formula at a 0.05 margin of error. The statistics used to analyze the data were percentage, mean, and standard deviation. For the qualitative research, the data collected from documents, literature, and interviews were analyzed using content analysis.

Research findings were as follows: 1) Students have a high level of knowledge and skill in using social engineering tools overall, with a mean score of ( = 3.61, S.D. = 0.62) They employ 5 social engineering tools: 1. Fha Prathan, 2. Life Clock, 3.Development Timeline, 4. Process Timeline, 5.M.I.C Model. The highest level of knowledge was found in the Life Clock Tool, which involves critical thinking and logical analysis based on data. The lowest level of knowledge was found in the M.I.C. Model, which focuses on skill development for sustainability and further advancement. These were developed into four learning modules. 2) The issues include the limited time for providing information from the locals and the researchers' fieldwork.The use of questions in communication to obtain clear answers may require training in local languages (Lao, Khmer, Suai, Yeo) for the students. Recommendations include reviewing the use of social engineering tools before collecting data in the area.There should be training sessions organized by inviting speakers trained by the SEAL unit of Rajabhat University, Up Skill, for students to keep up with the changes in society.

Problems and Solutions: The Results from Transferring Subdistrict Health Promoting Hospitals to Songkhla Provincial Administrative Organization

Preeda Taearak — 2025-09-30

The aim of this research article was to 1) study the operational situation after transferring of Subdistrict Health Promoting Hospitals (SHPHs) to the Songkhla Provincial Administrative Organization (Songkhla PAO), and 2) study the problems and solutions after transferring of SHPHs to the Songkhla PAO. This was a qualitative one, instrument using was an in-depth interview selected with the purposive sampling technique; 19 key informants from 10 related agencies. Using data triangulation for enhancing the credibility and validity of research findings, then data analyzed by using content analysis method.

The research results found that, 1) after the transfer, the SHPHs showed a high level of engagement, driven by a desire for operational changes and career progression. This has helped mobilize processes among the community, creating networks of collaboration. Despite a shortage of personnel, SHPHs continued their usual operations and expressed the need for more health workers. 2) Regarding the problems and solutions, several operational issues emerged, such as document management, procurement processes, and the inability of the Songkhla PAO to purchase medical equipment. Financial documentation also varies based on the source of funding. There were concerns about capitation funding being diverted to central or secondary hospitals. A key solution is for the Songkhla PAO to establish a local committee to create an operational system for SHPHs and strengthen collaboration networks. Additionally, there should be a shift in SHPH operations to focus more on improving the quality of life of people in the area.

Strengthening Cooperation in Managing Water Resources in Highland Area: Ban Mae Daet Noi, Mae Daet Subdistrict, Galyani Vadhana District, Chiang Mai Province Management: Ban Mae Daet Noi, Mae Daet Subdistrict, Galyani Vadhana District, Chiang Mai Province

Somkit Keawtip — 2025-09-30

The objectives of this research is to understand the problem situation and necessarily regarding water resource management and to strengthen cooperation in water resource management at Ban Mae Daet Noi, Mae Daet Subdistrict, Galyani Vadhana District Chiang Mai Province. This is qualitative research using a participatory action research process. The key informants in the research were: 1. Area community leaders, 3 people. 2. Government agency officials, 6 people. 3. Representatives of water user groups in the community, 40 people. 4. Organizations/organizations from outside the country, 3 people. and 5. A group of academics and related experts, 4 people, totaling 56 people. The research used content and descriptive data analysis methods by checking the accuracy of the data using triangulation method.

The research results found that Problem situations in water resource management include: 1. Problems using water resources for consumption and 2. Problems using water resources for agriculture. Water resource management needs include: 1. The need to improve public water resources. 2. The need to change the use of water to use as an artesian well. 3. The need to check the quality of water sources. 4. The need to create cooperation with relevant agencies. This is to strengthen cooperation in the management of water resources in the highlands. It is divided into 6 issues: 1. History of community water resource management 2. Seasonal calendar of agricultural products 3. Mapping of inner and outer communities and 4. Creating understanding and providing knowledge. Concerning the establishment of mountain water supply regulations, 5. the establishment of village-level water management service committees, and 6. the preparation of water resources management development plans.

Lignite and Controversy over Natural Resources in Ban Bom Subdistrict, Mae Tha District Lampang Province

Mukrawe Chimphanao — 2025-09-30

This article aims to analyze and understand the situation between 2020-2022 that results in competition for natural resources in the region by relevant stakeholders. This research used qualitative research methods. The educational process is determined by documentary research and data collection using participant observation, Filed Observation and In-depth Interview from key informant, a person or group of people who play a role and have a stake in the study area. The content is then analyzed through the lens of Antonio Gramsci's Integral State concept and the results of the analysis are presented in the form of a description.

The research results indicate that as the state strives to develop the economy and society within the capitalist system, it is motivated to transfer ownership of resources to the private sector. This enables investment and transformation of resources into products, in order to support the country's economic development. The state utilizes the powers of legislation and policymaking to shape collective consciousness and establish hegemony along with the private sector that creates approval and consensus among people in the community by presenting the benefits that the community will receive from the mining project to empower villagers in the community to align their thinking with the goals of the government and private sector. At the same time, groups of villagers opposing the mining project have deprived the community of their rights to participate in the management and use of resources in the area. These groups have been informing the villagers about the impacts of pollution and health problems caused by mining projects. It's about shaping a mindset and another belief in the power struggle between the state and the private sector.

Guidelines for Developing the Efficiency of Collecting Rent for Treasury Properties of the Treasury Office of Surat Thani Province

Thanchanok Sakrangkul — 2025-09-30

This research aims to 1) study the process of collecting rent for treasury properties of the treasury office of Surat Thani province, 2) study the general conditions of collecting rent for treasury properties of the treasury office of Surat Thani province, and 3) develop guidelines for increasing the efficiency of collecting rent for treasury properties of the treasury office of Surat Thani province. This research was a mixed method research using qualitative and quantitative research using statistics including percentages, mean and standard deviations. There were 14 officers of the treasury office of Surat Thani province who were assigned to be co-researchers and provide key information. Because they are understand the context of their work. and will be able to actually apply guidelines for increasing efficiency in collecting royal property rentals at the Surat Thani Area Treasury Office.

The research results found that 1) the process of collecting rent for treasury properties of the treasury office of Surat Thani province is that the office will send a letter informing the rent and payment channels with payment methods to tenants. Tenants can choose the payment method that is convenient for them. 2) The general conditions of collecting rent for treasury properties of the treasury office of Surat Thani province found that there are still tenants who are in arrears. The officers are knowledgeable and have good interpersonal skills. The office has an appropriate environment, tools, and equipment. Most tenants have knowledge and understanding about rent payments. 3) Guidelines for increasing the efficiency of collecting rent for treasury properties of the treasury office of Surat Thani province The research findings were synthesized in the model of PPCC. The TRD Smart Rent Collection plan is a guideline to increase the efficiency of rent collection at the treasury office of Surat Thani province. It consists of 1) Public relations increasing channels for public relations both at the office and via social media. 2) Payment systems and channels creating a system to automatically accept payments and send receipts. 3) Check, adding a schedule for visiting the rental area to meet, follow up, inquire, and collect rent. 4) Contact, increasing communication channels to cover all types of online media. Suggestions for implementation include: 1) The Treasury Department should support the Treasury Area Offices to use the TRD Smart Rent Collection: PPCC model to increase efficiency in collecting rent on Crown property. 2) Agencies responsible for collecting government revenue can use the TRD Smart Rent Collection: PPCC concept as a guideline to increase efficiency in revenue collection.

The Social Return on Investment Assessment of the Bangkaew Model Research Project: Achieving Poverty Reduction Through Local Fisheries

Chonlada Sangmanee Sirisatidkid — 2025-09-30

This research article aims to 1) present the Bangkaew Model Research Project: Achieving Poverty Reduction Through Local Fisheries, and 2) evaluate the social return on investment (SROI) of the Bangkaew Model Research Project: Achieving Poverty Reduction Through Local Fisheries. Data were collected through observations, interviews, focus group discussions, and forums with key informants. Relevant documents and research were reviewed, along with the framework and tools for SROI assessment. The analysis focused on key performance indicators to measure the project’s return on investment, with results presented in tabular form and descriptive narratives.

The findings revealed that the Bangkaew Model Research Project: Achieving Poverty Reduction Through Local Fisheries received a budget of 1,100,000 baht from the Program Management Unit on Area Based Development (PMU A) under the Office of National Higher Education Science Research and Innovation Policy Council (NXPO) for the fiscal year 2023, with a project duration of one year. The research objectives were: 1) to develop an operational model tailored to the capabilities of the target poor population and aligned with the local context; and 2) to increase the income and improve social mobility of impoverished households by integrating target groups into a pro-poor value chain. The SROI assessment upon project completion found a net present value of 645,022.35 baht, with an SROI of 1.59. This indicates that every 1 baht invested in the project generated a return of 1.59 baht to society, signifying a high return on investment. The project’s outcomes created positive changes in four dimensions: human, physical, economic, and social. The three key success factors of the project were participation, networks, and cooperative mechanisms.

Legislative Amendment Proposal for Enhancing the Competitiveness of Accommodation Providers in the Sharing Economy for Tourists in Thailand

Chokechai Suveatwatanakul — 2025-09-30

This study aims to examine the legal issues related to the operation of the tourist accommodation industry and to propose legal reforms to enhance the competitiveness of accommodation operators within the sharing economy model for tourists in Thailand. A qualitative research approach was employed, utilizing focus group discussions with 69 key informants, including representatives from associations, local operators, service users, and legal experts across the provinces of Chiang Mai, Phuket, Khon Kaen, and Chonburi. The data were analyzed using content analysis.

The findings revealed that various property owners provide short-term accommodations through online platforms. This situation creates challenges for registered accommodation operators who adhere to legal requirements and tax obligations under the Land Development Act B.E. 2000, the Condominium Act B.E. 1979, and the Minnisial Regulation on Hotel Business Categories and Operation Criteria B.E. 2008. Furthermore, it leads to unfair competition among providers and poses risks to consumers utilizing the services. Therefore, legal reforms are necessary to support short-term accommodation within the sharing economy. Recommendations include making ministerial regulations more flexible to include houses and condominiums, enhancing safety regulations, and streamlining the licensing process through an online system to reduce complexity and delays. Additionally, the study suggests empowering the Ministry of Tourism and Sports as the primary regulatory body to oversee the short-term accommodation sector, enhance operational efficiency, align with modern tourism dynamics, and ensure fair and sustainable competition within the industry.

Administration Tourism in the Armyland at 7th Infantry Division Donkeaw Subdistrict, Maerim, Chiang Mai

Phanuphong Prabchana — 2025-09-30

This research on tourism management within the military zone of the 7th Infantry Division, Don Kaeo Subdistrict, Mae Rim District, Chiang Mai Province, aims to 1) examine the tourism context of the 7th Infantry Division, 2) analyze the environment surrounding tourism management at the 7th Infantry Division, and 3) establish strategies for tourism management within the military zone of the 7th Infantry Division. The participants included 1) 12 civil affairs officers and department heads and 2) 25 operational staff members responsible for area maintenance. Data were collected using questionnaires and interviews.

The findings from the environmental analysis and TOWS Matrix reveal that tourism attractions within the military zone possess both strengths and limitations. Thus, a defensive (ST) strategy is recommended for tourism management. Appropriate methods include 1) leveraging military identity and available resources, 2) optimizing tourism capacity to ensure adequate support, 3) attracting tourists by tapping into the trend of spiritual tourism (Mu-Te-Lu), 4) promoting and developing tourism programs that invite agencies and individuals interested in the King’s Philosophy, Sufficiency Economy Philosophy, and the Royal Thai Army's "Good Soldier Project" to participate in study visits for future application, 5) organizing activities for festivals or significant dates, 6) incorporating applications to facilitate bookings, 7) reducing booking steps and wait times, 8) deploying a water security team to safeguard tourists, 9) establishing photo booths or signage, offering discounts or souvenirs to tourists who take check-in photos to boost word-of-mouth promotion, and 10) publicizing tourism activities under the theme “Fun, Challenging, Worthwhile, and Safe,” in collaboration with the Army’s Office of Tourism and Sports Promotion.

Confirmatory Factor Analysis of the Success Scale of the OTOP Nawatwithi Tourism Community in Northern Thailand

Thanakorn Thangruang — 2025-09-30

This research article aimed to analyze and verify the consistency of confirmatory factor analysis of the success scale of the OTOP Nawatwithi tourism community in Northern Thailand according to assumptions with empirical data. The sample group was executives and members by using multi-stage sampling in total of 1,020. A questionnaire was employed to gather data. The confirmatory factor analysis was used through the AMOS program.

The results were found that: all components were applied and consistent with empirical data; 1) tourism destination components has the factor loadings ranking from the highest to the lowest being .894, .796, .782, and .765, the consistency of the component model with the empirical data found x² = 56.610 ; df = 44 ; Relative chi-square = 1.287 ; p-value = .096 ; GFI = .992 ; AGFI = .981 ; NFI = .989 ; PNFI = .478 ; TLI = .995 ; CFI = .998 ; RMSEA = .017 ; RMR = .010, 2) tourism management has the factor loadings ranking from the highest to the lowest being .928, .860, .834, .815, .758 and .671, the consistency of the component model with the empirical data found x² = 94.791 ; df = 77 ; Relative chi-square = 1.231 ; p-value = .082 ; GFI = .991 ; AGFI = .974 ; NFI = .992 ; PNFI = .402 ; TLI = .996 ; CFI = .999 ; RMSEA = .015 ; RMR = .010, and 3) leadership management has the factor loadings ranking from the highest to the lowest being .962, .951 and .922, the consistency of the component model with the empirical data found x²= 30.091 ; df = 21 ; Relative chi-square = 1.433 ; p-value = .090 ; GFI = .994 ; AGFI = .984 ; NFI = .992 ; PNFI = .463 ; TLI = .995 ; CFI = .998 ; RMSEA = .021 ; RMR = .006. The consequences of the study imply that all three components could be the instrument to measure the success scale of the OTOP Nawatwithi tourism community in Northern Thailand.

Guideline for Economic Building by BCG Model for Sustainable Tourism Development: A Case study of Baan Bo Suak Community in Nan Province

Nontlachatara Viranuvatti — 2025-09-30

This study aims to 1) examine the identity and analyze the Baan Bo Suak community in Nan Province readiness to drive the BCG economy and sustainable tourism development in Nan Province and 2) propose guidelines for driving the BCG economy for sustainable tourism development that aligns with the community's identity in Nan Province. Data were collected from community leaders, local scholars, and Ban Bo Suak community members in Nan Province using focus group discussions as the research instrument. The data were analyzed using content analysis.

The results reveal that the identity and readiness of the community in driving the BCG economy and sustainable tourism development in Nan Province comprise food identity, product identity, cultural and traditional identity, clothing identity, and community identity. The guidelines for driving the BCG economy for sustainable tourism development that aligns with the Baan Bo Suak community in Nan Province consist of 1) Bioeconomy, which focuses on utilizing biological resources to create added value by emphasizing the development of high-value products; 2) Circular Economy, which considers maximizing the reuse of materials; and 3) Green Economy, which is an economic development approach that not only focuses on economic growth but also develops in tandem with social development and environmental conservation to achieve balance, stability, and sustainability simultaneously.

Impact of Travel Behavior on Travel Motivation and Perceived Risk: Exploring COVID-19 Risk Factors in the Post-Pandemic Era

Yu-Lun Hsu — 2025-09-30

This study explores the impact of COVID-19 on travel motivation, perceived risk, and travel behavior in the post-pandemic era. The pandemic has significantly reshaped global travel, influencing individuals' travel motivations, destination choices, and behavior. This research examines how COVID-19 risk perception has altered travelers' decisions, including their use of online travel agencies and information-seeking behaviors. Using a quantitative survey and statistical analysis, the findings reveal that risk perception plays a key role in shaping travel choices, emphasizing the importance of health and safety.

The study offers valuable insights for the tourism industry in adapting to evolving traveler preferences in the wake of global health crises.

Hustle Culture: Origins, Impacts, and Challenges of Changing Organizational Culture

Thantip Pojsupap — 2025-09-30

Organizational culture issues continue to be an interesting topic of research despite changing societal situations. Work culture forms a critical foundation for organizations, reflecting employee behavior, work environment, and workforce efficiency and effectiveness. This article examines key aspects of hustle culture through a comprehensive literature review of domestic and international documents, research articles, and academic publications.

The following subjects are covered by the study's conclusions, which represent a variety of perspectives: 1) the definition and origins of hustle culture; 2) its impact on physical and mental health; and 3) the challenges associated with transforming organizational culture. Today’s organizations must learn to adapt by focusing on creating a sustainable and balanced work environment that enhances employee productivity and well-being. This approach aligns with the principles of an anti-hustle culture.