Sripatum Chonburi Academic Journal

DRIVING THE AVIATION INDUSTRY THROUGH GOVERNMENT-PRIVATE-ACADEMIC COLLABORATION

2026-02-14T16:51:22+07:00

This article aims to analyzes the roles and impacts of multilateral collaboration among government, private sector, and aviation educational institutions in promoting and driving Thailand’s aviation industry under the S-curve policy. It links this collaboration to the 20-year National Strategy, the 13th National Social and Economic Development Plan, and relevant Sustainable Development Goals (SDGs). The paper analyzes and synthesizes data from academic documents, government policies, and data from the aviation industry, finding that multilateral collaboration is a crucial mechanism for enhancing the capacity for technological development, innovation, and human resources in the aviation sector, as well as promoting supply chain linkages and the innovation ecosystem. These actions align with the national strategy's goals of prosperity and sustainability. However, challenges remain in managing cooperation and systematically monitoring outcomes. The paper proposes guidelines for strengthening and sustaining this cooperation.

AUTOMATION’S DOUBLE VICTIMS: CLASS, IDENTITY, AND DEHUMANIZATION IN VONNEGUT’S PLAYER PIANO

2026-02-18T14:58:32+07:00

This academic paper examines how automation has a great impact on humans, both the working class and the technocratic elite, using Marx’s theory of alienated labor, Weber’s concept of the iron cage, and Seeman and Fromm’s psychological perspectives on alienation. The investigation reveals that automation replaces the working class’s labor and ability in doing tasks, which leads them to feel worthless because their lives lack purpose and meaning. Meanwhile, some of the technocratic elites feel alienated and empty from the comfort they enjoy from the machine-driven society.

HUMAN CAPITAL FACTORS AFFECTING THE COMPETITIVE ADVANTAGE OF LOGISTICS SERVICE BUSINESS ORGANIZATIONS A CASE STUDY OF ABC (THAILAND) CO., LTD.

2025-11-15T14:32:50+07:00

The study investigates the pivotal role of Human Capital (HC) factors in achieving and sustaining Competitive Advantage (CA) within the dynamic logistics service industry, focusing on a major regional player, ABC (Thailand) Co., Ltd. Grounded in the Resource-Based View (RBV), this quantitative research utilizes a survey methodology with a sample of 200 personnel calculated by Taro Yamane’s formula, employing a multi-stage sampling method that combined stratified sampling by functional area with systematic random sampling. The study examined four key Human Capital dimensions (education, work experience, training and skill development, and health and well-being), against the firm's overall Competitive Advantage (cost leadership, differentiation, and market focus). Stepwise Multiple Regression analysis revealed that the HC factors collectively account for 70.90% of the variance in CA. Specifically, Health and Well-being (β=0.50), Training and Skill Development (β=0.39), and Education (β=0.19) significantly enhance CA. Crucially, the finding that Work Experience exerts a statistically significant negative influence (β=-0.21) highlights the risk of knowledge obsolescence and organizational inertia in a fast-paced, technology-driven environment. The research concludes that strategic investment in employee holistic well-being and continuous skill renewal is the critical differentiator for modern logistics firms.

APPLICATION OF FAILURE MODE AND EFFECTS ANALYSIS IN MANAGING PUBLIC WAREHOUSE RISK: A CASE STUDY OF XYZ WAREHOUSE, CHONBURI PROVINCE

2025-11-26T11:42:21+07:00

The objective of this research is to examine the impacts of operational failures occurring within a public warehouse located in Chonburi Province and to propose systematic risk management guidelines through the application of Failure Mode and Effects Analysis. A case study methodology was employed, consisting of four sequential stages: 1) risk identification, 2) risk analysis and assessment, 3) risk treatment, and 4) risk monitoring. Data were collected from secondary sources, together with information obtained from 10 key informants and 5 risk evaluators.
The research findings reveal eight distinct impacts of public warehouse failures. Further analysis using FMEA identified fourteen underlying causes. Based on these results, three categories of risk management strategies were proposed: 1) risk mitigation for 14 causes, 2) risk transfer for 2 causes, and 3) risk avoidance for 1 cause, with some incidents requiring multiple approaches. This study offers a practical framework for organizations operating public or private warehouses to enhance the effectiveness of their risk management practices.

FACTORS RELATED TO ATTITUDE TOWARDS HAVING CHILDREN AMONG GENERATION Z NURSING STUDENTS: A CASE STUDY BOROMARAJONANI COLLEGE OF NURSING IN SOUTHERN THAILAND

2025-11-15T14:36:15+07:00

This research aimed to examine attitudes toward having children among Generation Z nursing students. The sample consisted of 220 nursing students from a Boromarajonani College of Nursing in Southern Thailand. Stratified sampling by year of study was employed, followed by simple random sampling using a lottery method. The research instrument was a questionnaire. Content validity was confirmed with an Index of Item-Objective Congruence (IOC) ranging from .67 to 1, and the overall reliability of the questionnaire yielded a Cronbach’s alpha coefficient of .92. Data were analyzed using frequency, percentage, mean, standard deviation, chi-square test, and Pearson’s correlation coefficient.
The results revealed that the overall level of attitudes toward having children among Generation Z nursing students was high (=3.57, SD=0.77). The number of siblings in the family was significantly associated with attitudes toward having children (χ²=84.51, p<.00). Additionally, the perceived value and importance of children showed a strong positive correlation with attitudes toward having children at a statistically significant level (r=.66, p<.00). The findings of this study can be utilized as a guideline for integrating attitudes toward having children into nursing education, thereby supporting students in life planning and future professional practice.

ACADEMIC LEADERSHIP OF SCHOOL ADMINISTRATORS BANBUNG 3 SCHOOL GROUP UNDER CHONBURI PRIMARY EDUCATIONAL SERVICE AREA OFFICE 1

2025-11-21T16:34:06+07:00

This research aimed to: 1) examine the level of academic leadership of school administrators in the Banbung 3 School Cluster under the Chonburi Primary Educational Service Area Office 1; and 2) compare academic leadership classified by gender, educational level, age, and work experience. The sample consisted of 113 teachers selected through proportional stratified random sampling based on school size, followed by simple random sampling using the lottery method. The research instrument was a questionnaire with an overall reliability coefficient of .96. Data were analyzed using frequency, percentage, mean, standard deviation, independent samples t test, F test and one-way analysis of variance (ANOVA).
The findings indicated that the overall level of academic leadership of school administrators was at a high level. When classified by gender, statistically significant differences were found at the .05 level both overall and by aspects. However, no statistically significant differences were found when classified by educational level, age, and work experience.

USING DRONE TECHNOLOGY FOR LAST MILE DELIVERY WITHIN LIMITED DISTANCES AND TIMES

2025-12-19T10:24:19+07:00

This research aimed to examine and compare the time-based delivery efficiency between unmanned aerial vehicle (Drone) technology and cargo trucks under different environmental conditions, and to identify strategies for optimizing Last Mile Delivery (LMD) operations. This study employs a mixed-method approach, integrating qualitative analysis with quantitative simulation. A Discrete Event Simulation (DES) model was developed using Arena software to simulate LMD operations within a 5-kilometer radius in Mueang Chonburi District, Thailand, over a one-year period. The findings indicate that under normal conditions, drones deliver approximately 24% faster than trucks. This advantage is attributed to the drone's use of displacement (direct-path) flight, which avoids ground-based traffic obstacles. However, drone performance is highly vulnerable to weather; operations are halted during heavy rain, whereas trucks remain resilient, albeit with delays. The simulation revealed that while drones exhibit high agility (WIP 28 times lower than trucks), the primary bottleneck in the overall logistics system is the "Order Work-In-Process (Order WIP)", which accumulated a maximum of 59,792 items. Therefore, optimizing LMD requires more than just a change of vehicle; it necessitates a hybrid transport model and, critically, the preliminary improvement of internal order management processes.

CREATIVE LEADERSHIP OF SCHOOL ADMINISTRATORS UNDER CHACHOENGSAO PRIMARY EDUCATIONAL SERVICE AREA OFFICE 1

2025-11-21T16:53:33+07:00

The objectives of this research were: 1) to study the level of creative leadership of school administrators under the Chachoengsao Primary Educational Service Area Office 1; and 2) to compare the creative leadership of school administrators classified by gender, educational qualifications, age, and work experience. The sample consisted of 310 teachers in schools under the Chachoengsao Primary Educational Service Area Office 1. The participants were selected using proportional stratified random sampling followed by simple random sampling using the lottery method. The research instrument was a questionnaire with a reliability coefficient of .98. Data were analyzed using frequency, percentage, mean, standard deviation, Independent Samples t test, F test, and one-way analysis of variance (ANOVA). When statistically significant differences were found, Scheffé’s method was applied for pairwise comparison.
The findings revealed that: 1) the overall level of creative leadership of school administrators was at a high level. The dimensions ranked from highest to lowest were problem-solving, flexibility, imagination, teamwork, and vision. 2) The comparison showed that creative leadership classified by gender, educational qualifications, and work experience did not differ significantly, whereas creative leadership classified by age showed statistically significant differences at the .05 level.

CREATIVE LEADERSHIP OF SCHOOL ADMINISTRATORS IN BANGPLEE 1 GROUP UNDER SAMUTPRAKAN PRIMARY EDUCATIONAL SERVICE AREA OFFICE 2

2025-11-21T16:44:01+07:00

The objectives of this research were: 1) to examine the level of creative leadership of school administrators in the Bangplee 1 School Cluster under the Samutprakan Primary Educational Service Area Office 2; and 2) to compare creative leadership classified by gender, educational level, age, and work experience. The sample consisted of 175 teachers selected through proportional stratified random sampling, followed by simple random sampling using the lottery method. The research instrument was a five-point Likert scale questionnaire with an overall reliability coefficient of .85. Data were analyzed using frequency, percentage, mean, standard deviation, Independent Samples t test, F test, and one-way analysis of variance (ANOVA). When statistically significant differences were found, Scheffé’s method was applied for pairwise comparisons.
The findings revealed that: 1) the overall level of creative leadership of school administrators was at the highest level (=4.58, SD=0.37); 2) when classified by gender, age, educational level, and work experience, only work experience showed statistically significant differences at the .05 level; and 3) pairwise comparisons based on work experience also indicated statistically significant differences at the .05 level.

ACADEMIC LEADERSHIP OF SCHOOL ADMINISTRATORS IN 31ST NETWORK SCHOOL GROUP, BANGKOK METROPOLIS

2025-12-17T10:08:57+07:00

This research aimed to: 1) examine the level of academic leadership of school administrators in Network 31 Schools, Prawet District, Bangkok; and 2) compare academic leadership classified by gender, educational qualifications, age, and work experience. The sample consisted of 136 teachers selected through proportional stratified random sampling based on school size, followed by simple random sampling using the lottery method. The research instrument was a five-point Likert scale questionnaire with an overall reliability coefficient of .96. Data were analyzed using frequency, percentage, mean, standard deviation, Independent Samples t test, F test, and one-way analysis of variance (ANOVA). When statistically significant differences were found, Scheffé’s method was applied for pairwise comparisons.
The findings revealed that: 1) the overall and dimension-specific levels of academic leadership were at a high level. The dimensions ranked from highest to lowest were: creating a learning environment, teacher professional development, curriculum and instructional management, vision and mission setting, student development, and supervision, monitoring, and evaluation of instruction. 2) When classified by gender and educational qualifications, no statistically significant differences were found, whereas classifications by age and work experience showed statistically significant differences at the .05 level.

FACTORS AFFECTING EMPLOYEES RETENTION IN A REAL ESTATE RENTAL COMPANY

2025-11-21T16:17:38+07:00

The purposes of this study were: 1) to examine organizational commitment, quality of work life, and employee retention; 2) to compare employee retention classified by personal factors; and 3) to investigate factors affecting employee retention. The population consisted of 132 employees of a real estate rental company. A questionnaire was used as the research instrument, with a reliability coefficient of .76. Statistical analyses included Independent Samples t test, F test, one way analysis of variance (ANOVA), Least Significant Difference (LSD) for pairwise comparisons, and stepwise multiple regression analysis.
The findings revealed that: 1) organizational commitment and quality of work life were at a high level, whereas employee retention was at a moderate level; 2) employees with different genders, educational levels, monthly income, and departments showed statistically significant differences in employee retention at the .05 level; and 3) factors significantly affecting employee retention included quality of work life dimensions—work–life balance (X8), safe and healthy working conditions (X10), opportunity for continued growth and career advancement (X6), and constitutionalism in the work organization (X7)—as well as organizational commitment in terms of positive organizational advocacy (X1). These variables jointly predicted employee retention at 63.10 percent.

ANALYSIS OF SOCIAL AND CULTURE DIMENSIONS FOR SUSTAINABLE CULTURAL TOURISM MANAGEMENT: A CASE STUDY WAT DEVARJ KUNCHORN COMMUNITY, WACHIRAPHAVABAN SUBDISTIRCT, DUSIT DISTRICT, BANGKOK

2026-01-27T10:17:51+07:00

The purposes of this research were to analyze the social dimensions and the cultural dimensions of the Wat Devaraj Kunchorn community, Wachiraphayaban Subdistrict, Dusit District, Bangkok, for sustainable cultural tourism management. This study employed a qualitative research design. The key informants consisted of local residents, government agencies, private sector representatives, and tourists, totaling 25 participants, selected through purposive sampling. Data were collected using semi-structured interviews and analyzed through content analysis.
The findings revealed that the social dimensions supporting sustainable cultural tourism management included: tourist attractions and points of interest, community participation, and the local economic system. The cultural dimensions included: community traditions and festivals, local food and indigenous knowledge, and arts and performances within the community. These findings can be applied to formulate strategies for sustainable cultural tourism management in the Wat Devaraj Kunchorn community by integrating both social and cultural dimensions.

THE DEVELOPMENT OF A LEARNING MANAGEMENT MODEL FOR CREATIVE GRAPHIC DESIGN FOR PUBLIC RELATIONS PURPOSES BASED ON THE MIAP APPROACH FOR UNDERGRADUATE STUDENTS

2026-01-30T09:30:47+07:00

The objectives of this research were to: 1) examine the current state of learning management in creative graphic design for public relations; 2) develop a learning management model for creative graphic design for public relations based on the MIAP approach; 3) implement the developed learning management model; and 4) evaluate the effectiveness of the model. The sample consisted of 61 second- and third-year undergraduate students, selected through purposive sampling. The research instruments included interview forms, questionnaires, MIAP-based lesson plans, achievement tests, and satisfaction questionnaires. Data were analyzed using mean, standard deviation, and dependent samples t test.
The findings revealed that: 1) the existing learning management primarily focused on theoretical lectures and lacked sufficient practical training, resulting in limited creative skills and low confidence in using graphic design software among students; 2) the developed learning management model (MIAP model) consisted of four stages: Motivation, Information, Application, and Progress, and was evaluated by experts at a very high level of quality; 3) the post-test scores were significantly higher than the pre-test scores at the .05 level; and 4) the effectiveness of the model was at a high level, with students reporting the highest level of satisfaction (=4.61, SD=0.50) in terms of instructional activities, assessment, and course content.

CULTURAL HERITAGE TRAVELING INTENTION AMONG THAI FIRST JOBBERS

2026-02-18T15:32:19+07:00

This study aimed to investigate the level of cultural tourism intention among Thai first jobbers; and compare their cultural tourism intention according based on demographic factors. This research employed a quantitative research methodology. Data were collected using a questionnaire from a sample of 343 Thai new workers selected using convenience sampling. Descriptive statistics, including frequency, percentage, mean, and standard deviation, were used for data analysis. Inferential statistics, including independent samples t test, F test and one-way analysis of variance (ANOVA), were employed. When statistically significant differences were found, pairwise comparisons were conducted using the Least Significant Difference (LSD) method.
The results revealed that Thai new workers had a high level of cultural tourism intention. Family income significantly influenced cultural tourism intention at the .05 level. Specifically, respondents with family income between 20,001–40,000 baht and 40,001-60,000 baht demonstrated significantly higher levels of cultural tourism intention than those with family income of 60,001 baht or above. The findings provide empirical evidence for tourism authorities, entrepreneurs, and policymakers to develop cultural tourism strategies that align with the needs and life contexts of early-career individuals, thereby supporting the sustainable development of cultural tourism in the long term.

THE EFFECTS OF EXPERIENTIAL ACTIVE LEARNING ON STUDENTS ENROLLED IN SOC 107: PSYCHOLOGY AND EMPOWERMENT OF MODERN LEADERSHIP

2026-01-27T10:51:57+07:00

The objectives of this research were: 1) to examine the effects of experiential active learning on students enrolled in SOC107: Psychology and Modern Leadership Development during the first semester of the 2025 academic year at Sripatum University, Chonburi Campus; 2) to compare students’ pre-test and post-test scores; and 3) to investigate students’ opinions toward this learning approach. The population consisted of 513 undergraduate students enrolled in the course. The research instruments included: 1) experiential active learning lesson plans; 2) achievement tests for SOC107; and 3) a questionnaire measuring students’ opinions toward the learning approach. Data were analyzed using percentage, mean, and standard deviation.
The findings revealed that: 1) the application of Kolb’s Experiential Learning Cycle enhanced students’ learning engagement and enabled them to discover their individual potential through concrete experience. It also promoted self-awareness and effective listening through reflective observation, leading to improved application of psychological theories and the development of systematic thinking during abstract conceptualization. Furthermore, students demonstrated improved self-discipline and the ability to apply knowledge in real-life situations during active experimentation, particularly in emotional management, mindfulness, and acceptance of individual differences through art therapy and identity development activities. 2) In terms of learning achievement, the majority of students (365 students, or 71.15%) achieved an excellent level. The results indicate that experiential active learning enhances problem-solving skills, concentration, and the ability to apply knowledge in daily life. 3) Students’ opinions toward the experiential active learning approach indicated that the overall teaching effectiveness was rated at a high level.

FACTORS AFFECTING THE RESPONSE BEHAVIOR TO FAKE NEWS ON FACEBOOK AMONG PEOPLE OF DIFFERENT GENERATIONS IN BANGKOK

2026-01-27T10:45:42+07:00

This research aimed to examine generational differences in Bangkok that influence responses to fake news on Facebook, as well as to investigate the effects of self-disclosure and fake news literacy on such responses. The study employed a survey research design. The sample consisted of 320 male and female Facebook users residing in Bangkok, selected through convenience sampling and categorized into four generational groups: Baby Boomers, Generation X, Generation Y, and Generation Z. Data were collected using a questionnaire. Statistical analyses included frequency, percentage, mean, standard deviation, F test, one-way analysis of variance (ANOVA), Least Significant Difference (LSD) for pairwise comparisons, and multiple regression analysis using the enter method.
The findings revealed that, overall, respondents demonstrated a moderate level of responses to fake news on Facebook. When classified by generation, Baby Boomers exhibited a high level of response behavior, while Generation Z, Generation X, and Generation Y showed moderate levels. Self-disclosure on Facebook was found to be at a high level, whereas fake news literacy was at a moderate level. Hypothesis testing indicated that: 1) individuals from different generations exhibited significantly different response behaviors toward fake news on Facebook; 2) self-disclosure had a significant positive effect on response behavior, while fake news literacy had a significant negative effect on response behavior toward fake news on Facebook.

FACTORS INFLUENCING TECHNOLOGY ACCEPTANCE AND MOTIVATION FOR USING THE SELF-SERVICE CHECK-IN SYSTEM AT DON MUEANG INTERNATIONAL AIRPORT AMONG ELDERLY THAI PASSENGERS

2026-01-27T10:36:52+07:00

This study aims to investigate technology acceptance and motivation among older Thai passengers in using automated self-service check-in systems at Don Mueang International Airport, and to analyze the factors influencing such acceptance. An online questionnaire was employed to collect data from 427 older Thai passengers using purposive and convenience sampling methods. Descriptive statistics, including frequency, percentage, mean, and standard deviation, were used, along with hierarchical multiple linear regression analysis.
The results revealed that factors such as perceived performance expectations, facilitating conditions, and the motivation to value the self-service check-in system significantly influence the acceptance of the self-service check-in technology. Although elderly Thai passengers generally have a positive attitude towards using technology, support from staff and media remains crucial in enhancing their confidence and effective use of the self-service check-in system. Therefore, designing an efficient self-service check-in system and raising awareness about the benefits of technology use among elderly passengers can further promote their acceptance and utilization of the system.

FACTORS AFFECTING AUDIT FEES IN THE CONSUMER PRODUCTS AND AGRO-FOOD INDUSTRY

2026-01-27T09:57:06+07:00

This study aims to examine: 1) the determinants of audit fees, and 2) the moderating role of board independence on the relationship between CEO characteristics and audit fees. The sample consists of 157 companies listed on the Stock Exchange of Thailand in the consumer goods and agriculture and food industries. Secondary data were collected over the 2023–2024 period. The analysis employed descriptive statistics, including minimum, maximum, mean, and standard deviation, as well as multiple regression analysis using the enter method.
The results indicate that CEO age and CEO experience have a statistically significant positive influence on audit fees. In contrast, CEO gender and CEO financial expertise do not have a significant effect. Firm size is also found to have a statistically significant positive relationship with audit fees. These findings suggest that older CEOs tend to place greater importance on the quality of financial reporting, while CEOs with experience in finance and accounting are more likely to select high-quality auditors, leading to higher audit fees. This study highlights the role of CEO characteristics in shaping corporate governance mechanisms, particularly in the selection of external auditors, which enhances transparency and credibility in financial reporting. Furthermore, board independence has a statistically significant negative moderating effect on the relationship between CEO age and audit fees. This suggests that independent directors serve as an effective governance mechanism that reduces agency costs and strengthens corporate oversight.

ADAPTATION STRATEGIES OF SMALL FOOD AND BEVERAGE ENTERPRISES IN EVOLVING MARKET CONDITIONS

2026-02-14T16:41:35+07:00

This study examines the influence of adaptation strategies on the business survival of small food and beverage enterprises in Bangkok, Thailand. The sample consisted of 390 respondents selected using a stratified sampling technique. Data are collected through an online questionnaire and analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as multiple regression analysis. The results indicate that customer focus is the most influential factor in enhancing business survival (β=0.28, p<.001), followed by marketing strategies (β=0.21, p<.001) and product differentiation (β=0.18, p= .001). In contrast, physical design shows a negative effect (β=-0.11, p=.04), while financial and accounting practices are not statistically significant (p=.68). These findings suggest that small enterprises should prioritize customer-oriented and marketing-driven strategies to improve their competitiveness and sustainability in an evolving market environment.