Journal of Education Academic Chiang Rai Rajabhat University

Development of Tourism Authority of Thailand’s Creative Strategy Employed in Advertising Films in 2008 – 2017

2022-08-03T18:32:17+07:00

This study aims 1) to investigate the development of advertising creative strategies, format and content presentation of Tourism Authority of Thailand 2) to compare the content of television commercial between domestic tourists and foreign tourists. The sample of this study are 36 television commercials promoted by the Tourism Authority of Thailand (TAT) during 2008-2017

The finding of the study revealed that TAT places the main personality traits of the Thai tourism industry’s brand to be Sincerity mixed with Excitement as a whole for target groups in both the Thai and international markets. Use Competence personality to help in the domestic market campaign by presenting through the image of a competent, trustworthy and complex personality. Sophistication found in some campaigns for foreign markets. Focusing on communication objectives to reach the level of perception, emotional and attitude, and behavioral changes towards travel in Thailand. The selling ideas which were used significantly are Unique Selling Proposition (USP) and brand image.

The advertising appeals used to communicate with the target groups in both markets has an important common point, which is the story of happiness (Happiness & Joy) and excitement (Excites). For the Thai market, using famous people (Star appeal) were found that good for motivating the target audiences. Coupled with stimulating public awareness (Social Moral & Environment), while the international market was focused on feature (Feature) coupled with quality (Quality)

The most common executions found in communicating in domestic market were lifestyle, followed by presenter and straight sell/Factual message). Overseas, the use of lifestyle has the same frequency as the domestic market while demonstration and storytelling technique is second to last.

The television commercial production techniques conveyed through television commercial of TAT is a wide variety of filming techniques and stories appearing to show the richness of both natural resources and long-established culture. A frequent sight of both audiences is a picture of the beautiful sea which is considered the main destination for both Thai and foreign tourists storytelling strategies vary according to social context and world tourism trends.

Management Guidelines for Educational Curriculum of BanPaBongMaeChan School Chiang Rai Primary Educational Service Area Office, Region 3

2023-10-19T13:57:02+07:00

The objectives of this study were 1) to study the situation, 2) best practices, and 3) guidelines for managing the school curriculum of Ban Pa Bong Mae Chan School. Office of the District of Chiang Rai Primary Educational Service Area 3. The population used in the study was 24 administrators and teachers. Best practice informants consisted of 4 administrators and teachers of the model school and 6 guideline informants. Research tools It consisted of questionnaires, interview forms and focus group discussions. Data was analyzed using mean analysis. standard deviation Priority Need Index:PNI analyze the content synthesize the summary into an essay.

The results of the study showed that: 1. Current condition. at a high level desirable condition 2. Best practices found that 1) There is a study of the needs of the community and develops personnel to have knowledge of the curriculum. 2) There is a budget and materials prepared in accordance with the curriculum. 3) There is a curriculum research plan and an atmosphere conducive to learners' learning. 4) Innovation works are disseminated and knowledge exchanged. 5) There is supervision, supervision, monitoring, and evaluation. 3. Development guidelines found that 1) there should be a study of the needs of the community and develop personnel to have knowledge of the curriculum. 2) Budget and materials should be prepared in accordance with the curriculum. 3) There should be a curriculum research plan and an atmosphere conducive to learners' learning. 4) Innovation should be promoted and exchanged. 5) There should be supervision, supervision, monitoring, evaluation, curriculum use.

The Guidelines for New Normal Learning Management of Chiang Rai Municipality School 6

2023-10-19T14:24:28+07:00

The objectives of this study were 1) to explore the priority needs in new normal learning management of Chiang Rai Municipality School 6; and 2) to investigate the guidelines for new normal learning management of Chiang Rai Municipality School 6. The population were 89 participants including administrators, chiefs of administration and teachers. The research instruments were questionnaire and interview. The data analysis employed Priority Need Index (PNI), mean, standard deviation and content analysis. The results showed that: 1. The priority needs in new normal learning management of Chiang Rai Municipality School 6 ranked in descending order were planning, leadership, controlling, organizing and evaluation respectively. 2. The guidelines for new normal learning management of Chiang Rai Municipality School 6 consisted of 5 domains i.e.1) Planning-there should be a plan, survey, and analysis of curriculum It needs brainstorming to analyze and to develop a new normal curriculum taking into account the problems in managing new learning methods and finding a way to make it better. 2) Organizing-the structure should be defined and the roles according to aptitude create understanding, unity and good relationships between workers. Providing teachers with modern materials and equipment to use in teaching and learning encourages also the teachers to develop and gain more knowledge. 3) Leadership-should provide advice, guidance and disseminate academic knowledge. During the process of organizing new learning methods, it stimulate students' creative thinking, Accepting and listening to the opinions of others Create a good motivation for teachers to have morale in their work. 4) Controlling, You should build self-confidence. Give praise when something right is done and use various learning management techniques to help correct shortcomings in organizing learning in the new normal that builds trust and faith among teachers and personnel. and accept differences between people and 5) Instructional Evaluation. Judgments should be made to evaluate the results of learning management in various channels according to actual conditions. And there is research to develop the quality of learning management in a new way.

The Development of the Competency-Based Instruction Model of the Modern Information Technology for Project Management

2023-10-30T14:24:13+07:00

The purpose of this research ware 1) to study and develop the Competency-based Education model in line with the instructional process of the course Modern Information Technology for Project Management and 2) to assess the capability of the course instruction when using the Competency-based Education model for the 21st century learning skills of the students. The target participants of the research were 28 students in the course: Modern Information Technology for Project Management. The question adapted of learning management competencies for students in the 21st Century. The statistics for the data analysis were means and standard deviations.

The study fulfilled the research purposes as followed. First, the Competency-based Education model with the instructional process of the course Modern Information Technology for Project Management should conduct under by using 7(PCMAS) model including (1) seven competencies (2) P(Plan: A course syllabus that focuses on competencies (3) C(Coaching):The instructor taking the role of coaching (4) M(MACRO): Teaching and leaning by using the MACRO model (5) A(Assessment): A reflexive assessment used in forms of AoL, AfL, and AaL and (6) S(Show Share): Students’ Showcase. Second, in terms of the capability of the instruction for the 21st century learning skills of the students, the study result showed that the student's learning skills that were information, media, technology skill were in a high level, learning and innovation skills were in a high level and life and career skills were showed in the high level.

The Management Guidelines to Enhance Teachers' Happiness at Work Ban Arunothai School Chiang Mai Province

2023-10-19T13:52:47+07:00

The objectives of the research were 1) To investigate the administration to enhance a happiness at work of primary teachers. 2) To investigate the factors that enhance the administration of happiness at work of primary teachers. 3) To provide the future plan of school administration enhance a happiness at work of primary teachers. and 4) To examine the management approach to enhance happiness at work in Ban Arunothai school, Chiang mai. The sample was 106 teachers of Ban Arunothai school, Chiang mai. There are
5 informational interviews which are the director of primary school, Chiang mai Primary Educational Service Area Office 3. The data were collected by questionnaire, interview and focus group. The instruments were questionnaires and interviews. The questionnaire data were analyzed by mean and standard deviation, while content analysis was used for the interview data. The findings are as follows;
1. Management conditions to enhance teachers' happiness at work overview of all aspects It's at a very good level. 2. The supporting factors to enhance the happiness at work; First, being supportive, open-minded and kind toward teachers to encourage them to succeed at work. Second, support a new technology and budget in the working process to help in complex tasks. Last, maintain the building. The hindering factors; First, the uncoordinated and bad relationships in the working place. Second, being unfair and uncertain. Last, restriction of the rural location. 3. The future plan of management approaches to enhance happiness at work; First, enhance supporting and fairness in the working place so that it makes a good environment, comfortable workplace and good relationship among teachers. 4. The Guidelines management approach to enhance happiness at work of teachers in Ban Arunothai school, Chiang mai. must promote collaboration, make a school’s plan and make a plan of the budget.

The Guidelines for New Normal Learning Management of Chiang Rai Municipality School 6

2023-10-19T13:51:11+07:00

The objectives of this study were to study the needs and requirements for managing the student support system, to study the important factors affecting the condition of the student care and support system, and to propose the student care and support system management strategy. The populations of current and desirable conditions were school administrators, teachers, student representatives and 62 parent representatives. The informants of important factors studying were administrators and 51 teachers. The informants for formulation the management strategies of the student care system consisted of 10 people, 2 policy staff, 2 academic staff, and 6 operational staff. The tools used in the study were questionnaires, brainstorming records, and group conversation recordings The data were analyzed using frequency, percentage, mean, standard deviation, contents analysis, and (index : PNI_Modified)

Needs of the management of the student care and support system of Ban Doo (Saharat Phatthanakan) School: the index value of the highest necessity is that the advisor or guidance teacher records the problem solving continuously follows up the students to bring the results to plan for improvement.

The important factors that support are personnel factors, and management factors. The major factors that hindered the management of the student support system were the financial efficiency factor, and material resources factors.

Strategies for managing the student care and support system consisted of 4 strategies: Strategy 1 Promoting effective prevention and solving student problems, 1 work plan, 1 project, 6 activities Strategy 2, promoting quality student screening for grouping and developing students appropriately, comprising 1 plan 1 project 4 activities Strategy 3 Promotion and development of quality students 1 plan 3 projects 5 activities. Strategy 4 The development of supervision, monitoring and evaluating the systematic and continuous performance of the student care and support system, 1 work plan 1 project 2 activities

The administrative strategy of learning academic for the new learning after the critical of Covid-19 in the extra-large school in The Chiang Mai Primary Educational Service Area 3

2023-10-19T13:56:33+07:00

The purposes of the study were 1) to study the administrative condition of academic learning for the new normal learning after the critical of Covid-19 2) to find the strategy of academic learning for the new normal learning after the critical of covid-19 The target groups were the school’s director, the school’s deputy, teachers and educational personnels from the extra-large school in The Chiang Mai Primary Educational Service Area 3, totally 100 persons. Then, the target groups who gave the information were the school’s director, the school’s deputy of academic, the school boards, the academic learning manager, the head of academic learning of class, the readers of learning subject groups, and the school supervisor from the extra-large school in The Chiang Mai Primary Educational Service Area 3, totally 20 persons. The research tools were the questionnaires and the groups recording. The statistic was analyzed information in terms of mean values standard deviation and content analysis found that.

1) The administrative condition of academic learning for the new normal learning after the critical of Covid-19 in the extra-large school in The Chiang Mai Primary Educational Service Area 3 was in the great level. When considering in each aspects found that the highest average was the teaching learning management and researching for developing quality of education management. And, the least average was the developing curriculums, it was in great in order. 2) The strategy condition of learning academic for the new learning after the critical of Covid-19 in the extra-large school in The Chiang Mai Primary Educational Service Area 3 consisted with 5 strategies. 1) The efficacy of academic management by technology. 2) Developing the structure of academic administration to improve student’s quality for new normal learning after the critical of Covid-19. 3) The encouragement and developing the teachers to be the academic readers and having the technology skill. 4) The promoting how to use technology for learning management with using student’s center methodology. And 5 the developing the information technology for making the professional learning community of academic between the school and community.

Guidelines for the Development of Learning Management Competency by the Development Process Lessons Study by Teachers at Ban Suan Dok Tha Khanthong Samakkee School

2023-10-19T13:22:23+07:00

The purpose of this study was to examine and investigate the guidelines for learning management competency development by co-developing teaching materials of teachers at Ban Suan Dok Tha Khan Thong Samakkee School. The data source recruited 21 participants including school administrators, school committee members and teachers from Ban Suan Dok Tha Khan Thong Samakkee School. The research instruments were questionnaire and interview while the data analysis deployed Priority Needs Index (PNI), mean, standard deviation and content analysis, and the data were summarized into narrative report with tables. The results showed that:
1. The priority needs analysis ranked the highest PNI, in overall, was operation (PNI = 0.22) for the needs in learning management competency development by co-developing teaching materials of teachers at Ban Suan Dok Tha Khan Thong Samakkee School.
2. The guidelines for learning management competency development by co-developing teaching materials of teachers at Ban Suan Dok Tha Khan Thong Samakkee School consisted of 4 areas i.e. 1) Co-lesson planning (LS1) by analyzing issues in the classroom with solution proposal; 2) Learning management construction (LS2) by co-designing teaching methods, activities and learning assessment; 3) Observation (LS3) by using observation form and video recording for review and feedback; 4) Feedback (LS4) by co-analyzing and evaluating the learning management plan for remedy and improvement.

The Development of Early Childhood Learning in Play and Self-Talk

2023-10-17T11:47:21+07:00

This article explores the integral roles of play and self-talk in the developmental and learning processes of children. Self-talk, encompassing both audible and silent self-directed speech, serves as a pivotal tool for behavior regulation, action direction, and problem-solving. Within educational settings, self-talk enables children to articulate ideas, strategize, reflect on experiences, and navigate their cognitive processes. The synergy of play and self-talk significantly enhances children's cognitive, social, and emotional development. Emphasizing play-based approaches in early childhood education underscores the importance of play in fostering holistic development. By integrating play into the curriculum, educators are encouraged to create experiential learning opportunities that stimulate participation, creativity, and problem-solving skills. The promotion of self-talk skills is achieved through modeling, direct instruction, and the encouragement of self-directed speech. This approach aids in the development of cognitive awareness, behavioral direction, and enhanced problem-solving capabilities. The integration of play and self-talk into curriculum design necessitates an environment that values the child's perspective, fosters dialogue and collaboration, and encourages reflective practices and documentation. Play-based activities naturally facilitate self-talk, while self-talk, in turn, enriches children's engagement and learning in play settings. This reciprocal relationship underscores the importance of incorporating both elements into early educational frameworks to optimize children's developmental outcomes.

A Cultural Anthropological Study of the Lahu Ethnic Group in Thailand

2023-10-19T11:48:37+07:00

This paper aims to explore the origins and migration history, and to study subgroups, population, distribution, socio-cultural changes, and the reasons behind these aspects within the Lahu ethnic group in Thailand. It agrees that the “Hill Tribe Development Plan” policy implemented by the Thai government has brought about profound transformations in the Lahu’s socio-cultural structure, economic livelihood, and religious beliefs. In the midst of the collision between tradition and modernity, as well as the decision-making process regarding development models and cultural heritage, the Lahu people in Thailand have chosen a “unique pattern” and lead a life characterized by equality and harmony.