Parichart Journal

Guidelines for the Development of Stroke Rehabilitation Centers Business in Bangkok

2025-10-03T16:16:03+07:00

This study aimed to: (1) examine the external environment of stroke rehabilitation centers in Bangkok; (2) explore their internal environment; (3) investigate factors influencing service utilization decisions; and (4) propose development strategies. This qualitative study involved 30 relatives of patients receiving rehabilitation services in Bangkok, selected through purposive sampling. Data were collected through in-depth interviews and analyzed using content analysis. The findings indicated that the external environment comprises political, economic, social, technological, environmental, and legal factors. Although relevant healthcare policies exist, most centers do not participate, resulting in patients bearing the costs. Despite higher fees in private centers, relatives prioritize service quality. Cleanliness, safety, modern technology, and legal certification are key considerations. Internally, centers demonstrate strengths in staff quality, standardized therapy systems, and safe environments. However, limitations include waiting times, overcrowding, limited space and equipment, and reliance on external emergency services. Opportunities exist for improving facilities, expanding services, increasing staff, and integrating technology to enhance care quality. Factors influencing service use include psychological aspects (expectations, attitudes, and concerns), external triggers (inadequate home care or expert recommendations), and decision-making processes aimed at ensuring optimal patient care. Development strategies include adapting to an aging society through advanced rehabilitation technologies and home care services, aligning with government policies, investing in medical technologies, enhancing communication through digital media, and improving service quality through follow-up systems and caregiver training.

The Role of ABC Attitude Model (Affective, Behavioural, and Cognitive) Influencing Electric Vehicle Purchase Intention: A Study in Pathum Thani Province

2025-11-27T15:31:46+07:00

This study aimed to investigate the role of ABC attitude model and the factors influencing consumers' intentions to purchase electric vehicles in Pathum Thani Province. A questionnaire was utilised to collect data from four hundred respondents using a multi-stage sampling method. Descriptive statistics and multiple regression analysis were employed to analyse the data. Findings revealed that the affective component of attitude ( = 0.40) had the strongest positive influence, followed by the behavioural component ( = 0.30), driving range ( = 0.29), environmental concern ( = 0.23), cognitive component ( = 0.14), electric charging ( = 0.12), and financial benefits ( = 0.05) at the 0.05 significance level. The proposed model explains 54.9 percent of the variance in purchase intention. However, subjective norms, self-image congruence, and government policy support did not exhibit statistically significant effects, reflecting that consumers prioritize personal attitudes and practical considerations over social influence. This study contributes theoretically by extending the Theory of Planned Behaviour through the ABC attitude model, providing a more nuanced understanding of electric vehicle purchase intention in emerging markets.

A Model for Enhancing Service Quality of U-Tapao Rayong Pattaya International Airport to Global Standards

2025-11-21T09:11:34+07:00

This research aimed to 1) synthesize service models and standards of Thai airports and the world's best airports, 2) extract lessons learned from service experiences at world-class airports and identify service expectations according to Thai airport standards, and 3) develop a model for enhancing service quality at U-Tapao Rayong-Pattaya International Airport to world-class standards. The study employed a mixed-methods approach combining qualitative and quantitative research. Data were collected through 45 interviews and 400 questionnaires. The findings revealed that a high-performing airport should leverage technology to improve service quality and provide services in accordance with ICAO and IATA standards. The expectation regarding sufficient short-term and long-term parking spaces was rated at the highest level (Mean = 4.52). Factor analysis yielded a KMO value of 0.93 and a statistically significant Chi-Square value (p = 0.00). Finally, the study proposed a model consisting of five dimensions: Services & Facilities, Safety & Security, Support Services & Technology, Service & Staff Support, and Stewardship & Airport Management. This model can be applied to other airports in Thailand, particularly those under development or improvement, in order to raise standards consistently nationwide and support the development of a regional aviation hub.

The Health Tourism Promotion Guidelines for Cultivating the Awareness of Tourism Community in Thung Khru District, Bangkok

2025-10-03T15:39:45+07:00

This study aims to 1) examine the needs of mass tourists regarding health tourism in Thung Khru District, Bangkok; 2) develop a one-day health tourism route integrating Augmented Reality (AR) technology alongside the development of youth local guides; and 3) synthesize a process for fostering health tourism awareness through area-based tourism activities. A mixed-methods approach was employed. Quantitative data were collected from 100 Thai and international tourists using questionnaires, while qualitative data were obtained through in-depth interviews with key stakeholders. This was complemented by a research and development process to design prototype routes and activities. The findings indicate that the area-based health tourism promotion framework comprises three key components: 1) community capital management and tourism potential development aligned with health tourism; 2) the design of tourism experiences using AR technology through a route linking 17 local attractions, together with youth local guide development; and 3) a three-phase awareness-building process consisting of awareness creation, value formation, and action-oriented engagement. Evaluation results reveal that the developed activities effectively enhance well-being awareness, promote responsible tourism practices, and strengthen the health-oriented image of the community in a tangible manner.

Islam and Thai Society: The Role of the Maulid Central Celebration of Thailand Beyond a Religious Ritual

2025-10-03T14:11:26+07:00

The Maulid Central Celebration of Thailand is not merely a religious ritual but a multidimensional event that plays a vital role in shaping Muslim identity, fostering interfaith understanding, and reinforcing the relationship between religion, the state, and the monarchy within Thailand’s multicultural society. This study examines the political and socio-cultural significance of the celebration through qualitative research methods, including document analysis, historical records, and digital media sources. Findings reveal that the Maulid Central Celebration functions as a strategic platform for expressing the cultural and religious identity of Thai Muslims. Beyond its spiritual core, the event incorporates exhibitions, traditional Islamic performances, and halal food markets, offering an inclusive space for cultural exchange and the reduction of religious prejudice. The sustained royal patronage evident in the participation of members of the Thai monarchy since 1963 underscores the symbolic and practical support of the state for Muslim communities. The study further applies the theoretical frameworks of Functionalism and the Religion-Politics Nexus to illustrate how the celebration strengthens social cohesion, legitimizes state authority, and contributes to national stability. As such, the Maulid Central Celebration of Thailand emerges as a significant example of how religion, monarchy, and state policy are interwoven to promote harmony and balance in a pluralistic nation.

Development of a Cardiovascular Patient Referral System under the Greater Mekong Subregion Economic Cooperation Project

2025-08-25T10:32:50+07:00

This research aimed to 1) examine the problems encountered during referral services for patients with cardiovascular diseases, 2) investigate the referral service system for cardiovascular patients, and 3) explore guidelines for developing the referral system under the economic cooperation framework in the Greater Mekong Subregion. This qualitative study collected data from key stakeholders directly involved in patient referral services through in-depth interviews with 19 participants and focus group discussions with 8 participants. Data were collected using interview guides and analyzed through content analysis. The findings indicated that: 1) major challenges in referral services included issues with pre-referral patient information systems, emergency fast-track systems, national security concerns, limited access to specialist consultation, readiness of personnel for cross-border transfers, and coordination constraints related to regulations and legal frameworks; 2) the referral system demonstrated preparedness in coordination, pre-transfer patient preparation, staffing, medical equipment and supplies, transportation, communication, patient care during transfer, and cleanliness of ambulances and equipment; and 3) development guidelines included improving and standardizing personnel performance, enhancing communication systems and technology, strengthening international health system infrastructure, developing shared policies and regulations, and establishing joint funding or health insurance systems. The findings can be used to guide the development of referral systems that align with local contexts and support regional public health collaboration, contributing to sustainable benefits for health systems at both national and subregional levels.

The Application of an “AI Software + Creative Design” Teaching Model for Enhancing Creativity in University Design Education

2025-11-26T16:08:37+07:00

This study examines the application of the “AI Software + Creative Design” teaching model in university-level creative design education, with the aim of exploring its implementation and pedagogical effectiveness. As artificial intelligence technologies rapidly advance, AI tools are increasingly adopted in creative design, offering new perspectives and methodological support for teaching innovation. In response to evolving educational demands, this research investigates how AI software can be effectively integrated into teaching practices. The study was conducted in three main steps. First, research participants were selected from six groups of undergraduate students majoring in creative design using a random sampling method to ensure representativeness. Second, various AI tools were introduced and applied in teaching activities, including automated design generation tools, intelligent image editing software, and virtual reality–based platforms, with attention to their educational applications. Third, teaching outcomes were evaluated through instructional experiments and classroom case studies, focusing on students’ creative thinking, design process optimization, and overall learning efficiency. The results indicate that integrating AI software significantly enhances students’ design skills and innovative capabilities while improving traditional teaching approaches. AI-supported instruction also promotes a more personalized and interactive learning environment, increasing students’ motivation and sense of achievement. This study concludes by highlighting the benefits and challenges of AI integration and offering recommendations for future research and teaching development in creative design education.

Development of an Online Work Attendance System Using GNSS-Based Location Identification

2025-09-24T14:17:33+07:00

The objectives of this research were to 1) develop an online timekeeping system using GNSS coordinates; 2) study user satisfaction with the developed online timekeeping system; and 3) study the effectiveness of the online timekeeping system compared to the existing system.The results of the development of the online time attendance system showed that the system can use GNSS coordinates to record time attendance data within a radius of the college’s location accurately. The overall user satisfaction study was at the highest level (x̅ = 4.55, S.D. = 0.52). In considering each aspect, it was found that the system efficiency was at the highest level (x̅ = 4.60, S.D. = 0.49), the system design was at the highest level (x̅ = 4.52, S.D. = 0.52), and the service and support was at the highest level (x̅ = 4.53, S.D. = 0.56). The study of system effectiveness found that the online time attendance system has advantages over the traditional system in terms of convenience, speed, data accuracy, data security, and faster work performance reporting. However, there are still limitations in maintenance and emergency use.

Applying Theory of Planned Behavior and Service Quality Affecting Attention Population to Pawn at Pawnshop in The Three Southern Border Provinces

2025-11-14T15:13:36+07:00

The objectives of this research were 1) to investigate the Theory of Planned Behavior affecting the pawning intention of people in the three southern border provinces of Thailand, and 2) to study the service quality affecting the pawning intention of people in the three southern border provinces. The sample for this study consisted of 400 Muslim residents who had experienced using pawning services at pawnshops in the three southern border provinces at least once. Data were collected through offline and online questionnaires and analyzed using statistical software with descriptive and inferential statistics via multiple regression analysis. The data analysis involved both descriptive statistics and inferential statistics, specifically multiple regression analysis. The results indicated that the elements of Planned Behavior that significantly affected the pawning intention of the people in the three southern border provinces were attitude toward the behavior and perceived behavioral control (statistically significant at the 0.05 level). Furthermore, the dimensions of Service Quality that significantly affected the pawning intention of the people in the three southern border provinces were responsiveness, reliability, and empathy (statistically significant at the 0.05 level).

Knowledge Management and Production Process Transfer of Thai Song Dam Dolls with Aromatic Herbal Inhalers for Commercial Use

2025-05-15T14:46:44+07:00

The objectives of this research are: 1) to design and develop the production process of Thai Song Dam dolls and their outer packaging, 2) to develop the marketing process for Thai Song Dam dolls filled with herbal scent, 3) to transfer the production process of Thai Song Dam dolls. This research is a mixed-methods study, involving three sample groups: 1) key informants (5people), selected purposively, 2) consumers (403 people), selected through convenient sampling and 3) individuals involved in the transfer of the production process (107 people), selected purposively. The data collection tools include focus group discussion and questionnaires. Qualitative data were analyzed using content analysis, and quantitative data were analyzed using percentage, mean, and standard deviation. The key findings of the research are as follows: 1) three designs of Thai Song Dam dolls representing culture and tradition were produced, 2) the opinions of consumers on the Thai Song Dam doll products were overall positive, 3) registration of herbal inhaler products according to the standards of the Food and Drug Administration, 4) a herbal inhaler brand "Thai Song Dam Dolls" was created, 5) an online marketing communication platform for the NGAM CRAFT brand was developed and 6) The process of producing Thai Song Dam dolls was transferred to assistant instructors and students, and feedback was provided to the community.

A Chain Pulled Apart: The U.S. - China Economic Conflict and Its Impact on the Global Supply Chain

2025-09-11T17:00:35+07:00

The study titled A Chain Pulled Apart: The U.S. - China Economic Conflict and Its Impact on the Global Supply Chain aimed to (1) analyze the development of trade relations between the United States and the People's Republic of China, and (2) analyze the factors and impacts of the economic conflict on the global economic supply chain. This research employs a documentary research methodology, using content analysis of academic articles, governmental reports, and policy documents from both countries. The findings are as follows (1) On the Development of Relations, The trade relationship developed through four key eras: 1.1) The early trade era 18^th – 19^th centuries via the Treaty of Wanghia; 1.2) The Cold War era (1949 - 1972) where trade was limited by ideology; 1.3) The normalization and growth era (1970s - 2001) following China's reforms and WTO accession; and 1.4) The current era (2010s - present), characterized by a shift from interdependence to strategic competition and confrontation. (2) On Factors and Supply Chain Impacts, the conflict is driven by four primary dimensions: 2.1) Economic factors, such as the "America First" policy; 2.2) Technological competition in semiconductors and 5G; 2.3) Geopolitics, including the formation of the BRICS group; and 2.4) Ideology. This conflict significantly impacts global supply chains, causing disruptions, altering the economic balance, and fostering a trend towards economic decoupling. This, in turn, drives innovation and policy reforms aimed at building international resilience.

Motivation Factors Affecting the Community Participation of Multi-Cultural Tourism Management, Pattani Province

2025-09-15T10:24:15+07:00

The objectives of this research were: 1) to study level motivation factor and community participation of multi-cultural tourism management, Pattani Province, 2) to study motivation factors affecting the community participation of multi-cultural tourism management, Pattani Province. The quantitative method using a quota sampling method from a sample group of 400 people involved in multi-cultural tourism management in Pattani Province. A questionnaire was used as the data collection tool. The statistics used were frequency, percentage, mean, standard division (S.D.) and test the hypothesis with correlation coefficient and multiple regression analysis. The results of the study showed that: 1) the overall level of opinions on motivation factors had a high average level, the level of opinion responsibility had a high average level, the overall level of opinions on hygiene factors had a high average level, the level of opinion personal well-being had a high average level, and the overall level of opinions on community participation had a high average level, the level of opinion evaluation had a high average level, 2) Motivation Factors significantly affected community participation were recognition, job characteristics, responsibility and career advancement at 0.05 and 0.01 significance level, and 3) Hygiene factors significantly affected supervisory relationships, relationships with coworkers, personal well-being, and job security, at 0.05, 0.01 and 0.01

An Analysis of Interpersonal Metafunction in Online English News Reports on PM2.5 Air Pollution in Thai Media

2025-10-03T14:59:57+07:00

This study aims to analyze English-language news articles on PM2.5 air pollution in Thai media by applying Systemic Functional Linguistics as the analytical framework. The research specifically focuses on the interpersonal metafunction, examining mood type, modality, and subject person. The dataset consists of 110 news articles published during the first quarter of 2024 from The Nation Thailand, Bangkok Post, and Thai PBS World. The findings reveal that declarative mood is the most frequently used, indicating that Thai media prioritize information dissemination over direct engagement with readers. Regarding modality, median probability and obligation modality are predominantly employed to balance certainty and responsibility, reflecting pollution as a manageable but policy-dependent issue while median readiness functions to express preparation and planned interventions for the pollution mitigation, and median usuality mentions seasonal pollution trends. Furthermore, non-interactant subjects appear more frequently than interactant subjects, reinforcing the representation of government agencies as the primary actors responsible for addressing the issue. In contrast, public engagement and shared responsibility receive less emphasis in Thai media discourse, indicating that collective action is a secondary important in news coverage.

Interpretations of Agents in Temporal Adverbial Clauses Used in Academic Writing: Sociolinguistic Implications

2025-10-28T14:26:12+07:00

This current study examined the sociolinguistic implications of variants and agents in temporal adverbial clauses in academic prose. While previous studies focused more the temporal adverbial clauses in semi-formal texts, such as novels and news, this research paper sheds light on the study of temporal adverbial clauses in academic prose in order to support English as a Foreign Language learners’ (EFL) academic writing. The method in this study was purposive sampling. The data were 30 applied linguistics research articles including 234 items of temporal adverbial clauses. The analysis of grammatical variants was conducted following Aarts (2020). The framework for temporal adverbial clauses includes finite, non-finite and verbless clauses. The interpretation of agents in temporal adverbial clauses is based on Kearns’ (2011) semantic principle of compositionality. Results revealed patterns in the use of temporal adverbial clauses, showing that non-finite temporal adverbial clauses were the most frequent variant, accounting for 64.10% of the data. The anonymous agents in these clauses can be interpreted as teacher–learner pairs and researcher–participant pairs. The findings of this study can be explained by the no-null-subject parameter (Radford, 2023). The omitted subject in the temporal adverbial clauses is co-referential with a subject in the adjacent context. Finally, the sociolinguistic implications of temporal adverbial clauses in applied linguistics research articles reflect underlying dimensions of gender, power, and social distance embedded in these structures.

The Influence of Digital Marketing on Purchasing Decisions via Social Media

2025-08-21T10:29:18+07:00

This research aimed to study the level of digital marketing and decision-making on purchasing products via social media, and to examine the influence of digital marketing on decision-making on purchasing products via social media. This study employed a quantitative research approach. The sample group consisted of 400 internet users who shopped through social media, selected by purposive sampling. The data were analyzed using frequency, mean, standard deviation, and multiple regression analysis. The results indicated that the overall level of digital marketing was high. In addition, the overall and individual aspects of purchasing decisions made through social media were also at a high level. Furthermore, the factors of social media, websites, and content marketing were found to have a statistically significant influence on purchase decisions through social media platforms at the 0.05 level. The findings of this study can be applied to digital marketing strategies, particularly for businesses operating through social media platforms. Businesses should focus on creating engaging content, optimizing their websites, and building continuous customer relationships through social media. Moreover, digital marketing plays a crucial role in shaping consumer behavior, especially through social media platforms. Therefore, businesses should adapt to changing consumer trends and prioritize the use of social media and the development of high-quality digital content to motivate consumers and build trust in purchasing decisions.

The Influence of Brand Coolness on Brand Engagement and Brand Love, with Brand Experience as a Moderator: A Case Study of Nike Sneakers among Generation Z Consumers in Chonburi Province

2025-10-03T14:46:07+07:00

This research aims to examine The Influence of Brand Coolness on Brand Engagement and Brand Love, with Brand Experience as a Moderator: A Case Study of Nike Sneakers among Generation Z Consumers in Chonburi Province. Employing a survey research design, the study collected data from a sample of 300 individuals who had previously purchased Nike sneakers. A questionnaire was used as the data collection instrument, and descriptive statistics were applied for data analysis. The findings reveal that brand coolness is positively correlated with brand engagement, brand experience, and brand love. This study highlights the role of brand coolness in the context of Nike sneakers and provides strategic insights for sneaker business operators in enhancing brand image to foster consumer attachment and brand love.