Sripatum Chonburi Academic Journal

SATISFACTION OF TEACHERS TOWARD TRANSFORMATIONAL LEADERSHIP SCHOOL ADMINISTRATORS IN EDUCATIONAL QUALITY ZONE 16 UNDER CHACHOENGSAO PRIMARY EDUCATIONAL SERVICE AREA OFFICE 2

2026-03-14T16:05:09+07:00

The purposes of this research were: 1) to study the level of teachers’ satisfaction toward the transformational leadership of school administrators in Educational Quality Area 16 under the Chachoengsao Primary Educational Service Area Office 2; and 2) to compare teachers’ satisfaction toward the transformational leadership of school administrators classified by gender, age, educational qualifications, and work experience. The sample consisted of 108 teachers in Educational Quality Area 16 under the Chachoengsao Primary Educational Service Area Office 2. Stratified random sampling was employed by proportionally comparing the population and sample sizes by school, followed by simple random sampling using the lottery method. The research instrument was a five-point rating scale questionnaire with an overall 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, pairwise comparisons were conducted using the Least Significant Difference (LSD) method.
The results revealed that: 1) teachers’ satisfaction toward the transformational leadership of school administrators was at a high level overall. The aspect with the highest mean score was individualized consideration, followed by intellectual stimulation, while inspirational motivation received the lowest mean score. 2) Teachers classified by gender showed no statistically significant differences in satisfaction at the .05 level, whereas differences based on age, educational qualifications, and work experience were statistically significant at the .05 level. 3) Teachers holding bachelor’s degrees reported lower levels of satisfaction toward transformational leadership than those with higher educational qualifications at the .05 significance level. 4) Pairwise comparisons revealed that teachers aged over 40 years had the highest satisfaction levels, and teachers with 5-10 years of work experience reported the highest mean scores, with statistically significant differences at the .05 level.

DIGITAL LEADERSHIP OF PRIMARY SCHOOL ADMINISTRATORS UNDER SURAT THANI PRIMARY EDUCATIONAL SERVICE OFFICE AREA 3

2026-03-20T15:11:24+07:00

The objectives of this research were: 1) to investigate the digital leadership of primary school administrators; 2) to compare the digital leadership of school administrators as perceived by department heads, classified by gender, professional standing, work experience, educational level, administrators’ gender, administrators’ age, administrators’ administrative experience, and school size; and 3) to examine guidelines for developing the digital leadership of primary school administrators. The sample consisted of 236 department heads in schools under Surat Thani Primary Educational Service Area Office 3, selected through stratified random sampling and cluster sampling. The research instrument was a questionnaire. Data regarding development guidelines were collected through focus group discussions. The statistics used for data analysis included mean, standard deviation, independent samples t test, F test, one-way analysis of variance (ANOVA), and content analysis.
The findings revealed that: 1) the overall digital leadership of primary school administrators was at a good level; 2) the comparison of digital leadership as perceived by department heads showed that the gender of department heads resulted in statistically significant differences at the .01 level. However, no statistically significant differences were found in terms of professional standing, work experience, educational level, administrators’ gender, administrators’ age, administrative experience, or school size; and 3) the guidelines for developing digital leadership consisted of five dimensions: visionary leadership, digital-age learning culture, excellence in professional practice, systemic improvement, and digital citizenship.

MARKETING MIX (7PS) AND RESTAURANT SELECTION CRITERIA AMONG INTERNATIONAL STUDENTS: A CASE STUDY OF BANGKOK UNIVERSITY

2026-03-14T15:48:44+07:00

This study aims 1) to examine the factors influencing restaurant selection decisions among international students and 2) to analyze their opinions regarding the marketing mix (7Ps) and restaurant selection decisions. A quantitative research approach was employed using a structured questionnaire administered to 300 international students at Bangkok University, selected through purposive sampling. Data were analyzed using descriptive statistics and multiple regression analysis to investigate the influence of the marketing mix (7Ps) on restaurant selection decisions, with the level of statistical significance at .05.
The results reveal that international students expressed an overall agreeable level of satisfaction with all elements of the marketing mix (7Ps), with Product, Process, and People emerging as the most influential dimensions in shaping customer satisfaction. The findings further indicate that international students engage in a structured service decision-making process, placing particular importance on post-service decision feelings, information search, and service use decisions. Multiple linear regression analysis (Enter Method) confirms that the marketing mix (7Ps) significantly predicts restaurant selection decisions, explaining 56.8% of the variance, with Process and People identified as the strongest predictors, while Place was not statistically significant. Overall, the results highlight the dominant role of experiential and service-related factors over locational aspects in influencing restaurant selection decisions among international students.

MODERN LEADERSHIP SKILLS FOR SCHOOL ADMINISTRATORS IN BANG BUNG 3 CONSORTIUM UNDER THE OFFICE OF CHONBURI PRIMARY EDUCATIONAL SERVICE AREA OFFICE 1

2026-03-14T15:43:38+07:00

The objectives of this research were: 1) to study the level of modern leadership skills among school administrators; and 2) to compare the modern leadership skills of school administrators classified by gender, educational level, age, and work experience. The sample consisted of 113 teachers from schools in the Ban Bueng 3 School Consortium under Chonburi Primary Educational Service Area Office 1 during the 2024 academic year. The sample was selected through stratified random sampling proportional to the population and followed by simple random sampling using a computerized method. The research instrument was a questionnaire with a reliability coefficient of .95. Data were analyzed using frequency, percentage, mean, standard deviation, independent samples t-test, and one-way analysis of variance (ANOVA). The findings revealed that: 1) the overall modern leadership skills of school administrators in the Ban Bueng 3 School Consortium under Chonburi Primary Educational Service Area Office 1 were at a high level; and 2) school administrators with different genders, educational levels, and ages showed no statistically significant differences in modern leadership skills at the .05 level. However, school administrators with different work experiences demonstrated statistically significant differences in modern leadership skills at the .05 level.

RELATIONSHIP BETWEEN ORGANIZATIONAL CLIMATE AND GOOD ORGANIZATIONAL CITIZENSHIP OF TEACHERS UNDER NAKHON SI THAMMARAT PRIMARY EDUCATIONAL SERVICE AREA OFFICE 2

2026-03-25T11:01:41+07:00

The objectives of this research were to: 1) study organizational climate as perceived by teachers, 2) study good organizational citizenship of teachers, 3) analyze the relationship between organizational climate and good organizational citizenship of teachers, and 4) examine problems and guidelines for developing organizational climate and good organizational citizenship of teachers under the Nakhon Si Thammarat Primary Educational Service Area Office 2. The sample consisted of 285 teachers under the Nakhon Si Thammarat Primary Educational Service Area Office 2, obtained through a two-stage stratified random sampling technique based on school sizes and simple random sampling using the lottery method. The research instrument was a questionnaire. Data were analyzed using frequency, percentage, mean, standard deviation, and Pearson's product-moment correlation coefficient. Open-ended data were analyzed using content analysis.
The findings were as follows: 1) The perceived organizational climate was overall at a good level, with "performance standards" yielding the highest mean. 2) Teachers’ Organization Citizenship Behavior (OCB) was overall at a good level, with altruism receiving the highest mean score. 3) A significant positive correlation was found between organizational climate and OCB at a high level (r=.73**, p=.00). 4) The study also suggested promoting mutual support through a climate of understanding, assigning workloads in accordance with individual competencies to reduce stress, and fostering a culture of positive communication to transform workplace relationships into professional collegiality and dedication to the common good.

THE INFLUENCE OF CULTURAL DIFFERENCES ON STREET FOOD CONSUMPTION BEHAVIOR

2026-03-14T15:52:17+07:00

This study aimed to 1) examine the influence of cultural differences on street food consumption behavior among foreign tourists in Thailand, and 2) determine the extent to which cultural differences significantly predict such behavior. The sample group consisted of foreign tourists from various countries who had experience consuming street food in Thailand. A total of 400 respondents were selected as the sample using purposive sampling, which is considered appropriate for multivariate statistical analysis, including multiple regression analysis.
The research instrument was a self-administered questionnaire consisting of five sections covering general information, tourist behavior, gastronomy knowledge, gastronomy experience, and attitude toward street food consumption. Content validity was assessed by three experts in tourism and hospitality studies, yielding an Index of Item-Objective Congruence (IOC) of .84. The instrument was subsequently refined and pilot-tested with 30 respondents, and reliability analysis produced a Cronbach's alpha coefficient of .91, indicating high internal consistency. Data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, and inferential statistics, namely multiple regression analysis.
The findings reveal that cultural-related factors, including gastronomy knowledge, gastronomy experience, and attitudes toward street food consumption, significantly influenced foreign tourists' street food consumption behavior in Thailand. Among these factors, gastronomy experience demonstrated the strongest predictive power, followed by gastronomy knowledge, suggesting that experiential and cognitive dimensions play a critical role in shaping tourist behavior. Positive street food experiences - particularly enjoyment, cultural learning, perceived quality, and expectation confirmation were found to enhance favorable attitudes and behavioral intentions toward street food consumption.
Overall, the results highlight the importance of cultural differences and experiential engagement in understanding foreign tourists' street food consumption behavior, offering valuable implications for tourism policy, destination management, and the sustainable development of street food tourism in Thailand.

NEEDS ANALYSIS ON CONTENTS AND ENGLISH LANGUAGE SKILLS FOR WRITING ENGLISH FOR AIRLINE BUSINESS TEXTBOOK

2026-04-25T10:00:59+07:00

This study aimed to investigate stakeholders’ needs regarding content and English language skills based on the Content and Language Integrated Learning (CLIL) framework for designing and developing an English for Airline Business textbook. A mixed-methods approach was employed to explore these needs. The participants consisted of 20 university students and 20 airline employees. Three research instruments, namely a questionnaire, a reflective writing form, and semi-structured interviews, were used for data collection. Quantitative data were analyzed using statistical software, while qualitative data were analyzed through thematic analysis to identify emerging themes.
The findings revealed the topics and English language skills that should be included in the English for Airline Business textbook. Regarding content, the most needed topics were: 1) cultural content, including knowledge of do’s and don’ts in international cultures, and 2) essential norms of different cultures. In terms of English language skills, the most needed skills were: 1) listening to different English accents in conversations between airline staff and passengers, and 2) listening to announcements delivered in various English accents. This study provides practical guidelines for developing English for Airline Business textbooks that effectively meet stakeholders’ needs. Furthermore, the findings contribute to a deeper understanding of the required content and English language skills, which may assist practitioners in higher education in designing appropriate content and learning activities for English language courses, airline-related courses, and cooperative education programs.

DEVELOPING A COACHING-DRIVEN MECHANISM FOR ADVANCING SUSTAINABLE EDUCATION IN THE RAYONG EDUCATION SANDBOX

2026-04-25T09:58:03+07:00

This research aimed to: 1) develop a mechanism for promoting quality and sustainable education in the Rayong Educational Sandbox; 2) enhance the knowledge, understanding, and coaching skills of coaching teams in the Rayong Educational Sandbox; and 3) examine the satisfaction of coaching teams and personnel from pilot schools toward the collaborative mechanism for sustainable educational development. The sample consisted of 312 participants, including members of the Educational Sandbox Steering Committee of Rayong Province, educational supervisors, school administrators, and teachers from pilot schools in the Rayong Educational Sandbox who voluntarily participated in the study. The research instruments included: 1) An International Coaching Skills Assessment Form and 2) A Coaching Satisfaction Assessment Form. Data were analyzed using mean and standard deviation.
The findings revealed that: 1) the mechanism for driving the Rayong Educational Sandbox was established through a seamless coaching team structure consisting of five groups: 1.1) the Educational Sandbox Steering Committee, 1.2) educational supervisors, 1.3) school administrators, 1.4) researchers or university lecturers, and 1.5) teachers. Each coaching team was established through a voluntary self-selection process. 2) the coaching teams demonstrated the highest level of knowledge and understanding of coaching according to the standards of the International Coaching Federation (ICF) (M=86.12), and their coaching skills were also at the highest level (M = 86.26); and 3) satisfaction with the coaching-driven mechanism was at a high level (M=3.95, SD=0.77). The implementation employed the GROW Model coaching process as a key framework for achieving educational success and advancing sustainable educational development.