Sripatum Chonburi Academic Journal

TOURISM SELECTION BEHAVIOR OF GENERATION Z TOURISTS IN COMMUNITY-BASED TOURISM AT KO KRET, NONTHABURI PROVINCE: A CONCEPTUAL PERSPECTIVE AND THEORETICAL ANALYSIS

Anuttaree Chotsuppawat — 2026-06-30

This academic article analyzes Generation Z tourists’ selection of community-based tourism in Ko Kret, Nonthaburi Province. It synthesizes concepts and related studies on community-based tourism, destination image, tourist experience, perceived value, and digital media influence. Using conceptual analysis and a focused literature review, the article develops a theoretical model explaining how contemporary young tourists make destination choices. The analysis indicates that experiential authenticity, community participation, destination image aligned with local identity, and user-generated digital content significantly shape perceived value and behavioral intention. The article proposes an “experience-value interaction” framework and provides strategic implications for strengthening community-based tourism development in ways that are consistent with the travel behavior of Generation Z.

MANAGING GENERATION Z TO DRIVE ORGANIZATIONAL SUCCESS

Parichat Kunpluem — 2026-06-30

Generation Z is becoming an increasingly significant workforce group in organizations. This article aims to analyze the characteristics and work motivation factors of Generation Z employees and to propose strategies for harnessing their potential and skills to drive organizational success. Generation Z has grown up in the digital era and is characterized by strong online communication skills, open-mindedness, a preference for flexibility, and a desire for rapid career advancement. They place high value on meaningful work, work–life balance, continuous learning and self-development, as well as organizational cultures and workplace relationships that align with their personal values. Strategies for leveraging the potential and digital skills of Generation Z to support organizational success include creating a work environment that promotes happiness and individuality, implementing flexible work arrangements, designing clear career paths and job structures, encouraging participation and creative expression, and developing supervisors’ understanding of Generation Z employees. These practices can enhance employee engaget, improve work performance, and contribute to sustainable organizational success in the long term.

COMMUNITY-BASED STRATEGIES FOR SPIRITUAL TOURISM DEVELOPMENT: A CASE STUDY OF CHAO MAE THAPTHIM SHRINE, SAPHAN LUANG

Sorawisit Totharong — 2026-06-30

This academic article presents a conceptual framework for community-based spiritual tourism development grounded in cultural and belief-based resources, using the Chao Mae Tubtim Shrine, Saphan Luang, Wang Mai Subdistrict, Pathum Wan District, Bangkok, as a case study. The shrine is a century-old Teochew Chinese shrine currently facing a land-rights dispute with the Property Management Office of Chulalongkorn University (PMCU). The study employs document analysis, literature review, and on-site observations, combined with SWOT analysis and the TOWS matrix, to formulate appropriate development strategies. The findings identify four key strategies for community-based spiritual tourism development: 1) establishing an urban spiritual heritage hub based on the shrine’s sacred significance and distinctive Teochew architectural identity; 2) developing a spiritual tourism route connecting the shrine with the Samyan–Banthat Thong district; 3) establishing a community-based spiritual tourism enterprise with transparent governance and equitable benefit-sharing; and 4) promoting legal protection for the shrine through participatory community mechanisms. These strategies are grounded in the concepts of faith-based tourism and cultural heritage management and are consistent with the Sustainable Development Goals (SDGs) in the social, economic, and environmental dimensions. The article further proposes a new theoretical model entitled the “Sustainable Community-Based Spiritual Tourism Development Mechanism Based on Urban Spiritual Heritage,” which integrates policy support, community participation, and cultural heritage conservation. The model provides a conceptual framework that can be adapted to other urban communities in Thailand seeking to promote sustainable spiritual tourism based on local cultural heritage.

ORGANIZATIONAL MANAGEMENT FOR ENHANCING COMPETITIVE ADVANTAGE: THE STRATEGIC ROLE OF INNOVATION AND DIGITAL TRANSFORMATION IN ACHIEVING THE SUSTAINABLE DEVELOPMENT GOALS (SDGs)

Chainarong Chaichinda — 2026-07-02

Despite growing scholarly attention to innovation and digital transformation as sources of competitive advantage, how organizations simultaneously leverage these forces to advance the Sustainable Development Goals (SDGs) remains empirically underexplored. This article examines how innovation and digital transformation help address this gap. Grounded in dynamic capabilities theory and complemented by frameworks of organizational innovation, digital agility, and SDGs-aligned management, the study analyzes eight case studies purposively selected to represent diverse national contexts and organizational types across Thailand, Japan, South Korea, Singapore, Finland, and Australia, were analyzed through cross-case synthesis, revealing consistent patterns linking innovation capabilities and digital maturity to both competitive outcomes and SDG progress. Organizations characterized by visionary leadership, adaptive governance, and SDG-embedded organizational cultures demonstrate a higher capacity to translate these capabilities into sustained competitive advantage. The article proposes an integrative framework positioning innovation and digital transformation as dual engines for competitiveness and SDG attainment, with practical guidance for leaders and scholars navigating an increasingly complex global economy.

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

Noochsarin Angthong — 2026-05-23

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

Nareerat Kaewamrat — 2026-05-23

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

Varot Pinpat — 2026-05-26

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

Suthisa Pansuwan — 2026-06-05

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

Thunyarat Rittirut — 2026-06-12

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

Chayanisa Wongphan — 2026-06-22

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

Bair Pittpunt — 2026-06-23

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

Wirote Chompoo — 2026-06-25

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.

STRATEGIC DIGITAL LEADERSHIP IN THE AGE OF ARTIFICIAL INTELLIGENCE UNDER THE CHONBURI–RAYONG SECONDARY EDUCATIONAL SERVICE AREA OFFICE

Jakkarin Jamsai — 2026-06-29

The objective of this research was to study the level of strategic digital leadership in the era of artificial intelligence under the Chonburi–Rayong Secondary Educational Service Area Office. The sample consisted of 351 teachers under the Chonburi–Rayong Secondary Educational Service Area Office. The participants were selected through multistage sampling followed by simple random sampling using the lottery method. The research instrument was a questionnaire. Data were analyzed using frequency, percentage, mean, and standard deviation. The findings revealed that the overall level of strategic digital leadership in the era of artificial intelligence under the Chonburi–Rayong Secondary Educational Service Area Office was at a high level. When considering each dimension, all aspects were also rated at a high level. Ranked from the highest to the lowest mean scores, the dimensions were as follows: digital monitoring and evaluation, digital vision setting, application of artificial intelligence in learning management, innovation management, and digital learning promotion.

FACTORS ARRECTING TECHNOLOGY ACCEPTANCE AND TEACHERS’ INTENTION TO USE TECHNOLOGY UNDER UBON RATCHATHANI PRIMARY EDUCATIONAL SERVICE AREA OFFICE

Thanaporn Sahakonlajak — 2026-06-29

This research aimed to investigate the technology acceptance factors affecting teachers’ intention to use technology under the Ubon Ratchathani Primary Educational Service Area Office. This quantitative research was conducted with a sample of 385 school administrators and teachers selected through simple random sampling using the lottery method. The research instrument was a questionnaire, and the data were analyzed using multiple regression analysis with the Enter method.
The findings revealed that perceived ease of use, perceived usefulness, computer anxiety, and computer literacy significantly and jointly predicted teachers’ intention to use technology at the .05 level of statistical significance. These variables were able to explain 41% of the variance in intention to use technology (R²=.41). Among the predictors, perceived ease of use had the strongest predictive influence, whereas computer anxiety had a significant negative effect on the intention to use technology. The results indicate that teachers’ intention to integrate technology into instructional practices is influenced by their perception of convenience, expected benefits, and confidence in their digital competencies. Therefore, the researcher proposes four practical approaches for teacher development: 1) promoting positive attitudes toward ease of use to reduce time and costs, 2) enhancing perceived usefulness to improve work quality, 3) reducing anxiety related to the use of hardware and software, and 4) strengthening computer and digital literacy regarding internet use and modern digital platforms. These approaches can help enhance teachers’ competencies to keep pace with educational transformation in the 21st century and sustainably improve learning management efficiency for students.

CREATIVE ECONOMY AND SUSTAINABLE DEVELOPMENT OF SAI NOI HOMESTAY ECOTOURISM VILLAGE, PHRA NAKHON SI AYUTTHAYA PROVINCE

Sarika Nonthasorn — 2026-06-29

This qualitative research aimed to: 1) examine the process of economic value creation from cultural capital; 2) analyze participatory management through the Borworn (home-temple-school/government) network; and 3) synthesize a community-based creative economy model to support the sustainability of Sai Noi Homestay Village, Phra Nakhon Si Ayutthaya Province. This qualitative research employed purposive sampling to select ten key informants. Data were collected through semi-structured interviews and participant observation. Data credibility was ensured through triangulation, and thematic analysis was employed for data analysis.
The findings revealed that: 1) community value creation was driven by a “demonstration - hands-on practice - take-home” process through local wisdom activities such as herbal balm making, Mon-style sash embroidery, and auspicious Thai dessert production. These activities utilized local materials to reduce costs and create a distinctive identity, thereby encouraging repeat visitation and generating continuous household income circulation within the community; 2) participatory management was mobilized through the Borworn network, in which households served as the primary base for knowledge transmission, temples functioned as cultural centers, and government agencies supported service standards. Management was overseen by a homestay committee management was overseen by the homestay committee, which strengthened community capacity and participation, thereby strengthening community cohesion; and 3) The Creative Economy Model for Sustainability Community Development. This study synthesizes a “Culture-to-Value Creation Model” for a Sustainable Creative Tourism Community, which links success across three balanced dimensions. Economically, community income has grown at an average rate of 15-20% per year. Socially, the model has fostered a sense of pride in local identity, alongside the establishment of community welfare systems and elderly associations. Environmentally, it has promoted plastic reduction, the production of bio-fertilizers, and the conservation of Bueng Bua Luang wetland. This model reflects the successful transformation of cultural capital into economic and social value, thereby contributing to the sustainable conservation of community resources and local cultural resources.

THE CONDITIONS OF PROFESSIONAL LEARNING COMMUNITY (PLC)-BASED SUPERVISION THROUGH EDUCATIONAL QUALITY DEVELOPMENT NETWORKS UNDER CHACHOENGSAO PRIMARY EDUCATIONAL SERVICE AREA OFFICE 1

Paweena Narapong — 2026-06-29

This research aimed to examine the conditions of Professional Learning Community (PLC)-based supervision implemented through the Educational Quality Development Networks under the Chachoengsao Primary Educational Service Area Office 1. The sample consisted of 12 chairpersons of the Educational Quality Development Networks and 13 educational supervisors under the Chachoengsao Primary Educational Service Area Office 1. The participants were selected through purposive and criterion-based sampling, focusing on individuals who were directly involved in educational supervision and the PLC process. The research instrument was a focus group discussion guide, and the data were analyzed using content analysis.
The findings revealed that PLC-based supervision through the Educational Quality Development Networks was implemented based on empirical evidence and the authentic contexts of schools. The schools encountered several challenges, including declining student enrollment, cultural diversity, heavy teacher workloads, shortages of subject-specialist teachers, and limited educational resources, all of which affected the quality of instructional management. Effective supervision should emphasize collaborative participation among school administrators, educational supervisors, and teachers through collegial supervision, peer coaching, and continuous PLC processes, together with the development of standardized supervisory tools and supportive database systems. On-site supervision enabled supervisors to better understand actual school conditions and empowered teachers, although challenges remained due to time constraints and the perception of supervision as an evaluation process. Furthermore, the PLC process should provide a safe environment for reflective dialogue, collaborative instructional planning, peer observation, and practice-oriented professional development with a forward-looking perspective to improve teaching systematically. Reflection and knowledge sharing within the educational networks facilitated the dissemination of best practices, while continuous monitoring and evaluation promoted sustainable improvement. Ultimately, these practices contributed to enhancing student learning quality and strengthening the instructional management system across the Educational Quality Development Networks in a concrete and sustainable manner.