Parichart Journal https://so05.tci-thaijo.org/index.php/parichartjournal <p><strong>Parichart Journal</strong> is a peer-reviewed journal publishing research articles, and academic articles in the fields of <a href="https://drive.google.com/file/d/1cXQb4zUlKV8eH8w5O0t6NDTeUSIX-K9t/view?usp=sharing">arts and humanities, social sciences, business administration, management, and accounting</a> of researchers, academicians, or students of Thaksin University, and other organizations.</p> <p><strong>ISSN 2985-1238 (Online)</strong></p> สถาบันวิจัยและนวัตกรรม มหาวิทยาลัยทักษิณ en-US Parichart Journal 2985-1238 Natural Dyeing Experiments Using the Magenta Plant (Peristrophe bivalvis) for Community Product Development in Doi Chang, Wawee Subdistrict, Mae Suai District, Chiang Rai Province https://so05.tci-thaijo.org/index.php/parichartjournal/article/view/282561 <p><strong>Background and Objectives:</strong> Magenta plant (<em>Peristrophe bivalvis</em>) is cultivated in the Doi Chang community, Chiang Rai Province, Thailand, and has potential as a natural dye source for adding value to local resources. This study aimed to: 1) investigate the dyeing of cotton fabric using natural dyes extracted from the magenta plant (<em>Peristrophe bivalvis</em>) and dragon blood tea in combination with different mordants; 2) evaluate community members’ satisfaction with the quality and color of the dyed fabrics; and 3) develop prototype textile products from fabrics dyed with these natural colorants.<br /><strong>Methods:</strong> This experimental study involved pretreatment of cotton fabrics, extraction of natural dyes from the magenta plant (<em>Peristrophe bivalvis</em>) and dragon blood tea, and dyeing trials using nine mordants and dyeing auxiliaries: citric acid, alum, copper sulfate, iron rust solution, vinegar, boiled banana pseudostem extract, limewater, wood ash solution, and baking soda. The physicochemical properties of the dye extracts were evaluated by measuring pH, while the color characteristics of the dyed cotton fabrics were determined before and after washing to assess color retention. In addition, a questionnaire was administered to 20 members of the Doi Chang community who were familiar with the magenta plant (<em>Peristrophe bivalvis</em>) and dragon blood tea to evaluate their satisfaction with the quality and color of the dyed fabrics. The results were subsequently applied to the development of prototype textile products.<br /><strong>Results:</strong> Cotton fabrics dyed with extracts from the magenta plant (<em>Peristrophe bivalvis</em>) and dragon blood tea in combination with different mordants exhibited a wide range of colors, including blue, purple, gray, green, orange, and brown. The resulting color shades varied according to the pH of the dye baths containing different mordants. Highly acidic dye baths (pH 2–4), such as those containing citric acid and alum, tended to produce warmer color tones, whereas dye baths with higher pH values (pH 6–9), such as those containing baking soda and wood ash solution, produced cooler shades, including bluish gray and pale green. Metallic mordants, including alum, copper sulfate, and iron-based mordants, produced more distinct colors with better color retention after washing. The satisfaction scores of the participants were at the highest level ( =4.65–4.69), indicating the potential of the dyed fabrics for further product development. Based on these findings, six prototype products were developed: outerwear, scarves, shawls, bags, hats, and headscarves. Natural dyeing and tie-dye techniques were integrated with traditional Akha embroidery to create contemporary textile products.<br /><strong>Application of this study:</strong> The knowledge generated from this study can provide practical guidance for selecting appropriate mordants and controlling dye-bath pH to achieve a variety of desired natural color shades. The extraction, dyeing, and product development processes can also be transferred to community members to support the value-added utilization of local plant resources. Furthermore, the prototype products can integrate traditional Akha embroidery with contemporary design approaches based on Eco-design, the 4R principles (Reduce, Reuse, Recycle, and Repair), circular fashion, and zero-waste design. These approaches can enhance resource efficiency, minimize material waste during production, and provide a framework for developing textile products that connect local wisdom and cultural identity with contemporary and environmentally responsible design.<br /><strong>Conclusions:</strong> The magenta plant (<em>Peristrophe bivalvis</em>) and dragon blood tea demonstrated considerable potential as natural dye sources for cotton fabrics. The type of mordant and dye-bath pH played important roles in determining the resulting color shades and color retention after washing, allowing the production of a broad spectrum of colors ranging from warm to cool tones. Several dyed fabric treatments received high to very high levels of satisfaction from community members. Integrating the experimental findings with traditional dyeing knowledge, Akha embroidery, and environmentally conscious design principles enabled the development of contemporary textile products that reflect the cultural identity of the Doi Chang community. These findings provide a promising approach for adding value to local resources and supporting the sustainable development of community-based textile products.</p> Chayanin Wangtan Pensri Malithong Napaporn Wannaprom Yaowalak Khunhuathon Rakchanok Inchan Copyright (c) 2026 Thaksin University https://creativecommons.org/licenses/by-nc-nd/4.0 2026-08-31 2026-08-31 39 4 10.55164/pactj.v39i4.282561 Resilience among Adolescents with Depression: A Qualitative Study https://so05.tci-thaijo.org/index.php/parichartjournal/article/view/281423 <p><strong>Background and Objectives: </strong>Depression is a significant global mental health problem, particularly among adolescents and young adults.The mental health check-in data from the Department of Mental Health shows that 29.51% of Thai youth under the age of 20 are at risk of depression. Studies have shown that resilience is a critical protective factor and a key predictor of recovery from depressive episodes. However, studies exploring resilience among adolescents with depression remain scarce, particularly within the Thai context. Therefore, this study aims to explore the lived experiences of resilience among adolescents who have experienced depression<br /><strong>Methods: </strong>This qualitative study employed a phenomenological approach. The target group consisted of late adolescents aged 18–25 years who had experienced depressive symptoms continuously for at least 3 months and had received treatment. At the time of the study, they had been symptom-free for more than 1 year. Informants were selected through purposive sampling based on specified criteria. Access to key informants began with a first informant who was recommended, followed by snowball sampling, in which each informant referred the next. A total of 7 informants were gradually recruited through this process. The research instrument was a semi-structured in-depth interview guide developed by the researcher. Data were analyzed using content analysis, and qualified experts validated the findings.<br /><strong>Results: </strong>The experience of psychological resilience among adolescents with depression comprised five key themes: (1) self-acceptance and openness to healing; (2) life purpose and meaning, consisting of 2.1 committing to recovery from depression, 2.2 envisioning meaningful future goals, and 2.3 establishing daily life objectives; (3) new experiences and environmental change, consisting of 3.1 generating joy through new activities, 3.2 discovering self-worth through bringing happiness to others, and 3.3 connecting with the outside world and engaging with new environments; (4) supportive relationships and social support, consisting of 4.1 seeking and receiving support from social networks, 4.2 restoring family relationships, 4.3 receiving family support, and 4.4 establishing new supportive relationships; and (5) new cognitive approaches and coping strategies, consisting of 5.1 adopting new perspectives to reduce suffering, and 5.2 implementing new coping strategies in various situations.<br /><strong>Application of this study: </strong>Teachers, lecturers, educational personnel, psychologists, and adolescent counselors can apply this knowledge to design mental health care guidelines and develop resilience-building programs for adolescents to prevent future problems.<br /><strong>Conclusions: </strong>Thai adolescents with depression can rebuild their psychological resilience through a developmental process. This process begins with self-acceptance and willingness to engage in treatment, followed by cultivating a sense of purpose, engaging with new social environments, establishing supportive relationships, accessing multidimensional social support, and reframing their perspectives toward life.</p> Nattaka Sanguanwong Sukanya Boonsri Saiphin Siharak Watcharaporn Khuanwang Withawat Penphu Copyright (c) 2026 Thaksin University https://creativecommons.org/licenses/by-nc-nd/4.0 2026-08-31 2026-08-31 39 4 10.55164/pactj.v39i4.281423 People’s Participation in the Community Strength Model for the Overcoming Narcotics Control in Thap Phrik Subdistrict, Aranyaprathet District, Sa Kaeo Province https://so05.tci-thaijo.org/index.php/parichartjournal/article/view/283707 <p><strong>Background and Objectives:</strong> Thap Phrik Subdistrict, located in Aranyaprathet District, Sa Kaeo Province, is a border area adjacent to Cambodia. Due to this geographical characteristic, the area has faced an increasingly severe drug problem, with a continuous upward trend observed since 2017. This issue has affected the safety of residents' lives and property, as well as the overall quality of life and resilience of the community. Addressing this problem effectively cannot rely solely on government agencies; it requires a participatory process involving all sectors of the community.This research therefore aimed to (1) study the state and situation of drug problems, (2) examine the community participation process in preventing, suppressing, and resolving drug problems in Thap Phrik Subdistrict, and (3) develop a participatory community empowerment model to systematically and sustainably address these issues.<br /><strong>Methods:</strong> This study employed a mixed-methods approach, dividing data collection into two components. The first component involved qualitative data, collected through in-depth interviews, focus group discussions, and satisfaction evaluation forms from 15 key informants, including community leaders, network members, and stakeholders in the area. The second component involved quantitative data, gathered through questionnaires administered to a sample of 177 residents living <br />in Thap Phrik Subdistrict. Stratified random sampling was used to ensure the sample appropriately represented the local population.<br /><strong>Results:</strong> The findings revealed that Thap Phrik Subdistrict's status as a border area adjacent to Cambodia is a key factor contributing to the continuous rise in drug problems since 2017. As a result, various communities within the subdistrict have collaborated to address the issue under a systematic participation concept, comprising three key components including (1) Community leaders play a crucial role in raising awareness and uniting community members as a cohesive force; (2) Collaboration exists between government agencies and local authorities in jointly carrying out operations; (3) Residents take an active role in monitoring, reporting tips, and continuously participating in various community activities. Regarding the participatory community empowerment model developed through this research, it focuses on integrating cooperation among different groups within the community, with particular emphasis on promoting the role of youth and the creative use of technology as tools for preventing and resolving the problem. The model also includes the establishment of the Thap Phrik Joint Operations Center, serving as a central mechanism to coordinate community cooperation in an appropriate and sustainable manner for addressing drug problems.<br /><strong>Application of this study:</strong> The findings of this study offer practical guidance for government agencies, local administrative organizations, and network partners operating in other border regions that face similar drug-related challenges. The research provides a framework for designing community participation mechanisms tailored to the specific social, geographic, and cultural context of each area. Additionally, the Joint Operations Center model, along with the strategy of promoting youth engagement and technology use, can serve as a replicable prototype for shaping drug prevention and resolution policies and action plans at both the local and national levels.<br /><strong>Conclusions:</strong> Effectively addressing drug problems in border communities such as Thap Phrik Subdistrict requires systematic, sustained cooperation among community leaders, government agencies, and residents. The participatory community empowerment model developed in this study - centered on integrated cooperation, youth engagement, creative technology use, and the establishment of a joint operations center—demonstrates strong potential as an effective and sustainable mechanism for genuinely preventing, suppressing, and resolving drug problems at the community level, and offers a valuable model for similar border areas facing comparable challenges.</p> Arunrat Jinda Copyright (c) 2026 Thaksin University https://creativecommons.org/licenses/by-nc-nd/4.0 2026-08-31 2026-08-31 39 4 10.55164/pactj.v39i4.283707 Multigroup Confirmatory Factor Analysis of Public Service Delivery Regarding Infrastructure and Facilities for Tourism in the World Heritage City of Phra Nakhon Si Ayutthaya https://so05.tci-thaijo.org/index.php/parichartjournal/article/view/282610 <p><strong>Background and Objectives:</strong> Thailand has placed strong emphasis on elevating the quality of its tourism industry, with policy attention directed toward delivering valuable experiences for visitors while simultaneously ensuring their safety and satisfaction. This effort is closely tied to the preservation of the environment, natural resources, and local culture, all of which are considered essential to supporting long-term sustainability across the economic, social, and environmental dimensions. Complementary priorities include promoting the dispersal of tourists toward secondary destinations, beyond the traditional major tourist hubs, and encouraging responsible tourism practices that foster a sense of awareness and stewardship within local communities. That reason bring to study aims to examine the multi-group confirmatory factor structure of public infrastructure service delivery for tourism in the World Heritage City of Phra Nakhon Si Ayutthaya. Despite the city’s global cultural significance, little empirical evidence exists on how tourists and local residents perceive public services in heritage destinations.<br /><strong>Methods:</strong> A quantitative approach was applied using a structured questionnaire administered to 200 respondents 100 tourists and 100 local residents between October 2024 and September 2025. Six dimensions of service delivery were analyzed: public pathways, communication, energy, waste management, tourist route information, and public accommodations.<br /><strong>Results:</strong> The multi-group confirmatory factor analysis indicated a good model fit (x<sup>2</sup>=12.75, df=7, P-value=0.07, RMSEA=0.06, SRMR=0.03, CFI=0.98, TLI=0.96) The findings reveal differing priorities between groups: tourists emphasized public accommodations, whereas local residents viewed waste management as the most crucial element.<br /><strong>Application of this study:</strong> The Phra Nakhon Si Ayutthaya provincial administration should give priority to two distinct but complementary policy directions. On one hand, a policy promoting public accommodation should be established to accommodate the increasing number of camping tourists, alongside the provision of state supported lodging facilities intended to serve visitors engaged in cultural tourism. Such measures would ensure that accommodation across the province remains accessible, adequately available, and responsive to the varying preferences of both nature oriented and culturally motivated travelers. On the other hand, particular attention should also be directed toward the formulation of a waste management policy that addresses the practical concerns of local stakeholders operating within tourist areas, including shop owners, restaurant operators, and souvenir vendors. Because these groups are most directly affected by the waste generated through daily tourism activity, an effective and well-coordinated waste management system would not only ease their operational burden but would also help preserve the cleanliness and visual character of the heritage area. Taken together, these two policy directions reflect the need to balance the expectations of visitors with the everyday realities of those who live and work within Ayutthaya's World Heritage tourism landscape an approach that would ultimately reinforce the province's capacity for sustainable tourism development in the long run.<br /><strong>Conclusions:</strong> Tourists prioritizing public accommodation reflects the New Public Service concept, shifting government focus from customers/output to citizens/public interest, ensuring safe, adequate, standardized lodging. Local residents prioritize waste management, aligning with UN Tourism's Sustainable Tourism principle balancing environment, economy, and culture to reduce impact and preserve the heritage city's image.</p> Phathombut Keawsomnuk Copyright (c) 2026 Thaksin University https://creativecommons.org/licenses/by-nc-nd/4.0 2026-08-31 2026-08-31 39 4 10.55164/pactj.v39i4.282610 A Development Model for Hotel Entrepreneurs’ Tourism Services Based on the White Tourism Approach in the Eastern Coastal Tourism Area under the Gross Economy Model https://so05.tci-thaijo.org/index.php/parichartjournal/article/view/281501 <p><strong>Background and Objectives:</strong> The development of sustainable tourism services has become increasingly important for enhancing the competitiveness of hotel businesses and responding to the changing expectations of tourists. The White Tourism approach emphasizes environmentally friendly, clean, safe, and sustainable tourism services, while the Bio-Circular-Green (BCG) Economy Model provides a framework for promoting economic development through the efficient use of resources, environmental responsibility, and sustainable business practices. This research aimed to 1) examine the input factors involved in the development of hotel entrepreneurs in terms of tourism services, 2) analyze the development process based on the ADKAR model for change, 3) explore the expected outcomes of the development model for hotel entrepreneurs, and 4) assess the achievement of the model in enhancing the service standards of hotel groups in the eastern coastal tourism area.<br /><strong>Methods:</strong> This study employed a qualitative research approach. The key informants were individuals directly involved in the development of hotel entrepreneurs and tourism services. Data were collected through in-depth interviews with 27 key informants and a focus group discussion with eight participants. The research instruments consisted of in-depth interview guidelines and focus group discussion guidelines. The collected data were analyzed using content analysis to identify significant themes related to the development factors, change processes, expected outcomes, and improvement of hotel service standards.<br /><strong>Results: </strong>The findings revealed that the development of policies and practices for hotel entrepreneurs and tourism services was consistent with the principles of the Bio-Circular-Green (BCG) Economy Model. Several hotels had begun adopting clean technologies and environmentally friendly and sustainable materials in their operations; however, continued support from government agencies was considered necessary to strengthen and expand these practices. The ADKAR model served as an important process for facilitating change among hotel entrepreneurs. The process began with providing relevant information and creating awareness of the benefits of developing environmentally friendly hotels, followed by strengthening knowledge and supporting the application of new methods and practices. The development of sustainable technologies and environmentally conscious hotel operations also enhanced the competitiveness of hotel businesses by enabling them to better respond to tourists who value White Tourism. Furthermore, the service standards of hotel groups were improved through the adoption of sustainable technologies and environmentally friendly materials, which contributed to higher service standards, greater hotel credibility, and increased long-term business competitiveness.<br /><strong>Application of this study:</strong> The findings can be applied as a development framework for hotel entrepreneurs seeking to improve tourism services in accordance with the White Tourism approach and the BCG Economy Model. Government agencies and relevant tourism organizations can use the model to design training, knowledge-development activities, and support mechanisms that facilitate the adoption of clean technologies, sustainable materials, and environmentally responsible service practices. The ADKAR model can also be applied as a practical framework for managing behavioral and organizational change among hotel entrepreneurs.<br /><strong>Conclusions:</strong> The development model demonstrates that integrating the White Tourism approach with the BCG Economy Model and the ADKAR change-management process can support the transformation of hotel businesses toward more environmentally responsible and sustainable tourism services. The model contributes to improving hotel service standards, strengthening credibility, and enhancing the long-term competitiveness of hotel entrepreneurs in the eastern coastal tourism area.</p> Aranya Chotiwanakun Pannawat Kosayodom Copyright (c) 2026 Thaksin University https://creativecommons.org/licenses/by-nc-nd/4.0 2026-08-31 2026-08-31 39 4 10.55164/pactj.v39i4.281501 Development of Local Food Products Based on Community Potential in Tha Tum, Prachinburi Province https://so05.tci-thaijo.org/index.php/parichartjournal/article/view/283874 <p><strong>Background and Objectives</strong><strong>:</strong> Local communities possess agricultural resources and traditional knowledge that can serve as a foundation for local economic development and sustainable food innovation<strong>. </strong>However, many communities lack systematic knowledge of food processing, quality control, product development, and marketing, limiting their ability to create standardized and value<strong>-</strong>added products<strong>. </strong>Tha Tum Community in Si Maha Phot District, Prachinburi Province, Thailand, has diverse local resources, including madtum, longan, banana, and cassava, but faces limitations in transforming these resources into competitive food products<strong>. </strong>This study aimed to (1) investigate the potential and needs of the community for local food<strong>-</strong>product development; (2) develop food products based on local raw materials and wisdom; and (3) evaluate user satisfaction with the developed products.<strong><br /></strong><strong>Methods</strong><strong>:</strong> The study employed Participatory Action Research (PAR) using qualitative and quantitative approaches<strong>. </strong>Forty community members with experience or interest in food production participated as key informants in semi<strong>-</strong>structured interviews concerning local resources, processing knowledge, development constraints, and product needs<strong>. </strong>Product evaluation involved 50 participants comprising local consumers and participants with relevant food knowledge<strong>. </strong>A five<strong>-</strong>point Likert<strong>-</strong>scale satisfaction questionnaire assessed product quality, taste, price, packaging, distribution channels, and community identity<strong>. </strong>The instrument demonstrated high internal consistency (Cronbach<strong>’</strong>s alpha = 0<strong>.</strong>930) and was reviewed for content validity by three experts<strong>. </strong>Qualitative data were analyzed through categorization and content analysis, while quantitative data were analyzed using descriptive statistics, including mean and standard deviation<strong>.<br /></strong><strong>Results</strong><strong>:</strong> The findings revealed that Tha Tum Community has diverse agricultural resources and strong potential for food<strong>-</strong>product development but lacks sufficient knowledge of standardized processing, quality control, shelf<strong>-</strong>life management, appropriate production technology, and effective marketing<strong>. </strong>Community members preferred practical and hands<strong>-</strong>on training using household<strong>-</strong>scale equipment<strong>. </strong>The research team therefore collaborated with the community to develop three prototype products<strong>: </strong>Molene<strong>-</strong>style fried banana, longan bubble drink, and longan<strong>-</strong>honey jelly<strong>. </strong>These products integrated local ingredients and traditional knowledge with contemporary food<strong>-</strong>production techniques and were designed to be feasible for small<strong>-</strong>scale household production<strong>. </strong>Evaluation by 50 participants showed the highest overall satisfaction, with a mean score of 4<strong>.</strong>49 out of 5<strong>.</strong>00<strong>. </strong>Community identity received the highest score (mean = 4.70<strong>)</strong>, followed by price (mean = 4<strong>.</strong>52), distribution channels (mean = 4.44), product aspects (mean = 4.41), and sales promotion (mean = 4.37). The findings indicate that the developed products were positively accepted and effectively communicated the identity of the community.<strong><br /></strong><strong>Application of this study</strong><strong>:</strong> The study provides a practical model for transforming local resources and community wisdom into value<strong>-</strong>added food products through participatory university<strong>–</strong>community collaboration<strong>. </strong>The three prototypes can serve as initial models for supplementary occupations and small<strong>-</strong>scale community enterprises, particularly for local farmers and household producers<strong>. </strong>The practical training approach can also be adapted for community development, academic service, entrepreneurship education, and school<strong>-</strong>based learning<strong>. </strong>For further commercialization, the products require additional scientific testing of shelf life and microbiological safety, together with appropriate food<strong>-</strong>safety procedures and relevant GMP and Thai FDA certification<strong>. </strong>Standard Operating Procedures <strong>(</strong>SOPs<strong>) </strong>should also be developed to improve production consistency and quality.<strong><br /></strong><strong>Conclusions</strong><strong>:</strong> The study demonstrates that integrating local resources, traditional wisdom, contemporary food knowledge, and community participation can generate food products with distinctive identity, added value, and high initial consumer acceptance<strong>. </strong>The high satisfaction score for community identity suggests that local ingredients and cultural identity can create value beyond basic product functionality<strong>. </strong>Community participation throughout the development process also strengthens ownership and the potential for long<strong>-</strong>term sustainability<strong>. </strong>The Tha Tum model provides a promising approach for community<strong>-</strong>based food<strong>-</strong>product development and may be adapted to other communities with abundant local resources but limited capacity to convert them into competitive and sustainable products<strong>.</strong></p> Chayawat Kiatkamonmarn Patsa Parattanawong Saranya Rattanakornsap Tanagorn Yenkhongkhakul Surakiat Tadawattanawit Copyright (c) 2026 Thaksin University https://creativecommons.org/licenses/by-nc-nd/4.0 2026-08-31 2026-08-31 39 4 10.55164/pactj.v39i4.283874 The Effectiveness of Wordwall Games in Supporting English Vocabulary Retention for EFL Grade 9 Students in Thailand https://so05.tci-thaijo.org/index.php/parichartjournal/article/view/283571 <p><strong>Background and Objectives</strong><strong>:</strong> Vocabulary retention is a fundamental component of English language learning, particularly for learners in English as a Foreign Language (EFL) context where opportunities for authentic language exposure are limited. Traditional vocabulary instruction often emphasizes rote memorization which may not sufficiently promote long-term retention or learner engagement. In recent years, digital game-based learning has gained increasing attention as an innovative pedagogical approach that enhances learner motivation, active participation, and meaningful learning experiences. Among various digital learning platforms, Wordwall offers interactive and customizable educational games that can reinforce vocabulary learning through repeated practice and immediate feedback. Despite its growing popularity in English classrooms, empirical evidence regarding its effectiveness in improving vocabulary retention among Thai secondary school students remains limited. Therefore, this classroom research aimed to investigate the effectiveness of Wordwall games in enhancing English vocabulary retention and to examine students’ satisfaction with vocabulary learning through Wordwall game-based activities among ninth-grade students at Mattayomsiriwanwari 2 Songkhla School.<br /><strong>Methods</strong><strong>:</strong> This study employed a one-group pre-test–post-test classroom research design involving 33 ninth-grade students enrolled in an English course during the academic semester. Students participated in a series of vocabulary learning activities integrated with Wordwall games over the instructional period. The research instruments included a 30-item English vocabulary achievement test administered as both a pre-test and post-test to measure vocabulary retention and a 10-item satisfaction questionnaire using a five-point Likert scale to evaluate students’ perceptions of instructional content, learning activities, motivation, engagement, and the overall usefulness of Wordwall games. Descriptive statistics, including mean scores and standard deviations, were used to summarize the data, while a paired-sample t-test was employed to compare students’ vocabulary achievement before and after the intervention. Cohen’s <em>d</em> was calculated to determine the magnitude of the instructional effect.<br /><strong>Results</strong><strong>:</strong> The findings demonstrated a significant improvement in students’ English vocabulary performance following the use of Wordwall games in vocabulary instruction. The mean post-test score (M = 24.39, SD = 3.84) was significantly higher than the mean pre-test score (M = 18.58, SD = 4.31), with a mean gain of 5.82 points, <em>t</em>(32) = 52.62, <em>p</em> &lt; .001. The standardized effect size based on the variability of the paired difference scores was very large (Cohen’s <em>d</em> = 9.16, 95% CI [6.89, 11.41]), indicating a substantial magnitude of pre–post improvement. In addition, students reported high overall satisfaction with the use of Wordwall games (M = 4.31, SD = 0.59). They reported that the interactive activities increased their motivation, sustained their attention, encouraged active participation, and made vocabulary learning more enjoyable and less stressful. The immediate feedback and competitive elements were also perceived as valuable features that supported vocabulary review and reinforced learning. <br /><strong>Application of this study</strong><strong>:</strong> The findings provide practical evidence that Wordwall games can serve as an effective digital game-based learning tool for English vocabulary instruction in Thai EFL classrooms. English teachers can integrate Wordwall activities into regular classroom instruction, supplementary lessons, remedial teaching, and formative assessment to increase learner engagement and improve vocabulary retention. The approach is particularly suitable for technology-enhanced learning environments that emphasize student-centered and active learning.<br /><strong>Conclusions</strong><strong>:</strong> This study concludes that Wordwall games significantly enhance English vocabulary retention while fostering positive learning experiences among Thai secondary school students. The integration of digital game-based learning into vocabulary instruction not only improves academic achievement but also promotes learner motivation, engagement, and satisfaction. These findings support the adoption of interactive educational technologies as effective instructional tools for English language teaching and provide valuable implications for teachers seeking innovative strategies to improve vocabulary learning outcomes in EFL contexts.</p> Thitiphong Ketamon Arfa Masosot Piyada Jingwangsa Copyright (c) 2026 Thaksin University https://creativecommons.org/licenses/by-nc-nd/4.0 2026-08-31 2026-08-31 39 4 10.55164/pactj.v39i4.283571 Muslim-Way Health Promotion Problems and Needs of the Elderly from Central Thailand Participating in the Hajj https://so05.tci-thaijo.org/index.php/parichartjournal/article/view/281714 <p><strong>Background and Objectives: </strong>The annual Hajj pilgrimage to Mecca, Kingdom of Saudi Arabia, represents a major global religious phenomenon that attracts millions of Muslim pilgrims from across the globe. However, the unique mass gathering conditions, extreme thermal stress, severe overcrowding, and physical exertion inherent to the pilgrimage pose substantial and complex health risks to participants. These health hazards are particularly pronounced among vulnerable older adults, who face heightened susceptibility to both communicable respiratory infections and exacerbations of non-communicable chronic diseases. In Thailand, despite the continuous annual participation of Muslim pilgrims, there remains an evident lack of prior empirical research regarding the development of a comprehensive, culturally tailored health promotion program specifically designed for older adults residing within the Central region. Therefore, this qualitative investigation aimed to: 1) examine health promotion behaviors, prevailing physical health problems, and lifestyle barriers based on the Islamic way of life among elderly Muslims in the Central region of Thailand preparing for the Hajj pilgrimage, and 2) explore potential strategic guidelines and actionable approaches to establish appropriate, proactive health management interventions tailored to this specific demographic and their community context.<br /><strong>Methods: </strong>A qualitative research design utilizing a case study approach was conducted to gather rich contextual insights. Primary data were collected through in-depth interviews with key informants comprising six experienced Hajj tour leaders (Shaikhs) operating within the Central region of Thailand, selected via convenience sampling based on specified eligibility criteria. The collected narrative data were systematically analyzed using thematic content analysis, and data trustworthiness as well as analytical credibility were verified through data triangulation methods.<br /><strong>Results: </strong>The empirical findings revealed that health promotion behaviors among elderly pilgrims face multiple structural and personal constraints, particularly regarding the engagement in appropriate and consistent physical exercise. Most elderly pilgrims frequently experienced underlying physical health impairments resulting from pre-existing chronic conditions, coupled with substantial psychological anxiety regarding unfamiliar environmental conditions, extreme temperatures, and dense crowds at the destination. Furthermore, a critical deficiency in health literacy and health-related knowledge was identified, specifically concerning adequate physical pre-departure preparation and preventive health maintenance.<br /><strong>Application of this study: </strong>The study recommends implementing training programs and community-based health promotion activities in collaboration with religious leaders and Hajj organizers (Shaikh) to enhance elderly pilgrims’ knowledge in nutrition, physical exercise, and mental health management appropriate to the Islamic context.<br /><strong>Conclusions: </strong>This study highlights an urgent, pressing need for developing culturally appropriate, community-based health promotion strategies and healthcare innovations tailored to the Islamic way of life for older Thai Muslim pilgrims preparing for the Hajj. It strongly emphasizes fostering robust, multi-sectoral collaborative partnerships among healthcare professionals, local religious leaders, and Hajj tour operators (Shaikhs). Working together to systematically prepare pilgrims' physical capacity and mental well-being prior to departure will effectively promote healthier behaviors, mitigate preventable disease risks, and ultimately ensure maximum safety, spiritual fulfillment, and sustainable health outcomes for elderly pilgrims throughout their sacred journey<strong>.</strong></p> Hatairat Chonjaroen Pasitphon Vatcharavongvan Apicha Nomsiri Anat Denyingyot Copyright (c) 2026 Thaksin University https://creativecommons.org/licenses/by-nc-nd/4.0 2026-08-31 2026-08-31 39 4 10.55164/pactj.v39i4.281714 Development of Khao Wong Black Glutinous Rice-Tea Recipes and Physical Quality Analysis for Community Product Enhancement https://so05.tci-thaijo.org/index.php/parichartjournal/article/view/284099 <p><strong>Background and Objectives:</strong> Khaw Gam or black glutinous rice is the variety unique in shades of dark purple has been cooking in various recipes and processed as a popular local beverage. In food research findings, the black glutinous rice is full of super food substance with antioxidants, reducing risks in cardiovascular and cerebrovascular disease etc. Development of black glutinous rice as main material for tea recipes and implementation of assessment, test, and evaluation on physical quality of the recipes on the Kao Wong rice and material in Kalasin Province were designed as two objectives of the research. It was as well added value to farm product and generated community new product for their community entrepreneurs. <br /><strong>Methods:</strong> Based on the mixed methods research and the target groups who focused on the recipe development, were local rice and herb experts in the target area. In the same time, assessment, test, and evaluation of the physical quality mainly processed by food-tech experts, tea shop entrepreneurs, pharmacists, traditional Thai medical personnels and spa entrepreneurs. The research tools were structured interview formats, participative, and non-participative observation guidelines, and rating scale construction.<br /><strong>Results:</strong> The major findings are; ten new recipes of the tea were developed for tasting and for evaluation for the best five tea recipes. The recipes process composed of materials, processing methods, and evaluation of the physical quality; colors, aroma, and taste. The evaluation results came out that the black glutinous rice recipes as main material and local herbs and vegetables as secondary or mixtures, are in high overall rating at 3.73 in average. The physical quality evaluation of the tea recipes on color, aroma and taste is rated high at 3.59. <br /><strong>Application of this study:</strong> The most crucial factor for product acceptance is its Sensory Attributes, particularly the distinct balance of aroma and taste derived from the properly roasted black glutinous rice and its synergistic combination with local herbs. This finding underscores the necessity of utilizing GI (Geographical Indication) raw materials to establish a unique identity and competitive selling proposition. This demonstrates the importance of combining traditional wisdom with standardized production processes. This strategy responds to the market's demand for products linked to their origin. Finally, the ability to continuously develop products, relying on advice from food and herbal experts, is crucial in addressing deficiencies in taste and aroma, ensuring the product is improved to meet market demands.<br /><strong>Conclusions:</strong> The tea recipes utilizing Khao Wong black glutinous rice from Kalasin Province are of high quality, making them suitable for development into sustainable community products.</p> Tipparada Prasongsap Tawan Panlae Kittitanut Yanpisit Panorjit Nitisuk Copyright (c) 2026 Thaksin University https://creativecommons.org/licenses/by-nc-nd/4.0 2026-08-31 2026-08-31 39 4 10.55164/pactj.v39i4.284099 The Impact of Knowledge Sharing on Organisational Innovation: The Mediating Role of Customer Knowledge Management https://so05.tci-thaijo.org/index.php/parichartjournal/article/view/282128 <p><strong>Background and Objectives:</strong> Organisational innovation is increasingly driven by the effective management and sharing of market knowledge, yet small and medium-sized enterprises (SMEs) often lack the resources to compete with larger multinational corporations on this front. Grounded in the Knowledge-Based View (KBV), this study examines how market knowledge derived from customers, competitors, and suppliers shapes organisational innovation through the mediating roles of Customer Knowledge Management (CKM) and Knowledge Sharing (KS). Specifically, the study investigates the relationships between customers and CKM, between competitors and KS, and between suppliers and KS, and tests the mediating effects of CKM and KS on the link between market knowledge and four dimensions of organisational innovation: product, process, market, and behavioural innovation.<br /><strong>Methods</strong><strong>:</strong> A quantitative, cross-sectional research design was employed using a structured questionnaire adapted from prior studies and measured on a 5-point Likert scale. Stratified random sampling was used to distribute the survey to 410 SMEs registered with the National Innovation Agency of Thailand, yielding 210 responses, of which 204 were deemed valid for analysis. Partial Least Squares Structural Equation Modelling (PLS-SEM), performed using SmartPLS version 4.0, was used to assess both the measurement and structural models, including tests for common method variance, reliability, convergent and discriminant validity, and bootstrapped mediation analysis with 500 resamples.<br /><strong>Results</strong><strong>:</strong> The measurement model demonstrated adequate reliability and validity, with all variance inflation factors below the 3.3 threshold, confirming the absence of common method bias. Structural model results showed that customers significantly influenced CKM (β = 0.436), while competitors (β = 0.249) and suppliers (β = 0.237), together with CKM (β = 0.328), significantly influenced KS, explaining 18.2% and 38.9% of the variance in CKM and KS respectively. KS, in turn, significantly predicted all four innovation dimensions, product (β = 0.291), process (β = 0.499), market (β = 0.398), and behavioural innovation (β = 0.421). Bootstrapped mediation analysis confirmed that KS significantly mediated the relationships between competitors, suppliers, and the four innovation outcomes, supporting all 17 proposed hypotheses (H1 to H17).<br /><strong>Application of this study</strong><strong>:</strong> The findings offer practical guidance for SMEs seeking to strengthen innovation capacity with limited resources. Management should prioritise systematic collection and sharing of customer, competitor, and supplier knowledge, and invest in digital platforms that support CKM, as many SMEs currently underutilise such tools. Cultivating a culture that encourages employee collaboration and continuous knowledge exchange can help organisations translate market intelligence into new products, improved processes, stronger market positioning, and adaptive behaviours, thereby strengthening their competitive advantage.<br /><strong>Conclusions:</strong> This study confirms that organisational innovation is significantly shaped by market knowledge acting through CKM and KS, positioning both as critical mediating mechanisms rather than peripheral organisational functions. By demonstrating the comparable importance of customers, competitors, and suppliers as market knowledge sources, the study extends the KBV to the SME context and underscores CKM and KS as strategic resources that SMEs must actively manage, through structured data practices, digital platforms, and a supportive organisational culture, to sustain innovation and competitiveness.</p> Pratsanee Nakeeree Khalid Abdul Wahid Piyatida Pianluprasidh Mihlayifani Nicholas Nyoni Copyright (c) 2026 Thaksin University https://creativecommons.org/licenses/by-nc-nd/4.0 2026-08-31 2026-08-31 39 4 10.55164/pactj.v39i4.282128 Enhancing Community Products through Production Cost Analysis and Pricing of Batik Fabric Bags https://so05.tci-thaijo.org/index.php/parichartjournal/article/view/284341 <p><strong>Background and Objectives:</strong> Economic inequality in Thailand is a structural issue that directly impacts social stability and security. Farmers represent the lowest average income group, relying heavily on a single source of primary income. Promoting supplementary occupations to generate income narrows the economic inequality gap. Leveraging cultural capital and local wisdom to add value to products elevates the community economy. For example, the Women’s Development Group of Yan Din Daeng Subdistrict Municipality, Phra Saeng District, Surat Thani Province, is a collective of farmers aiming to generate supplementary income by producing and selling Batik cloth bags. However, the lack of cost analysis, selling price determination, and product development poses limitations on generating community income. This research aims to:1) study the context and analyze the production process of Batik cloth bags of the Women’s Development Group of Yan Din Daeng Subdistrict Municipality, Phra Saeng District, Surat Thani Province; 2) analyze the production cost data of the Batik cloth bags; and 3)determine the selling price for the Batik cloth bag products.<br /><strong>Methods:</strong> This study employed a mixed-methods research design combining qualitative and quantitative approaches, utilizing participatory action research. Data collection methods included in-depth interviews, focus group discussions, and participant observation to examine the production process, cost structure, and price determination. The target population comprised 80 members of the Women’s Development Group of Yan Din Daeng Subdistrict Municipality. Data were collected using purposive sampling from 30 group members directly involved in Batik bag production, 10 experts in cost accounting, marketing, and product development.<br /><strong>Results:</strong> The group members were female farmers. The production process of Batik fabric bags consisted of four steps: pattern making, cutting, sewing, and decorating according to product types. Cost analysis was conducted using both full costing and variable costing methods. Developing an appropriate brand and packaging reduced product degradation issues and added value to the products. The decision to enhance the products was based on comparing incremental revenues with incremental costs, which revealed an increase in profit, thereby effectively upgrading the community product.<br /><strong>Application of this study:</strong> The findings of this research can serve as a practical guideline for production cost analysis, pricing strategy, production planning, and marketing management through cost accounting data management. This approach facilitates the development and upgrading of community products, strengthening the grassroots economy through participatory engagement.<br /><strong>Conclusions:</strong> Analyzing costs based on actual production processes ensures that the cost structure aligns accurately with the products. Determining selling prices that correctly reflect true costs supports product enhancement and drives long-term sustainability for community products.</p> Pornpen Suknhu Patharawadee Inthapantee Jiraporn Jantawong Copyright (c) 2026 Thaksin University https://creativecommons.org/licenses/by-nc-nd/4.0 2026-08-31 2026-08-31 39 4 10.55164/pactj.v39i4.284341 Exploring Shifts in Learning Patterns Through Tablet Use among Undergraduate Students in Southern Thailand https://so05.tci-thaijo.org/index.php/parichartjournal/article/view/280574 <p><strong>Background and Objectives:</strong> The rapid integration of digital technologies into higher education has transformed how students access information, communicate, and manage their learning. Tablets offer portability, connectivity, and access to diverse educational applications; however, limited research has examined how they reshape everyday learning practices among undergraduate students in regional contexts. This study explores shifts in learning patterns associated with tablet use among undergraduate students in Southern Thailand, focusing on tablet usage, application preferences, learning practices, and strategies for developing digital skills.<br /><strong>Methods:</strong> An exploratory qualitative research design was employed. A focus group interview was conducted with five female first-year undergraduate students from the same academic major at a university in Southern Thailand. The participants had an average age of 19.8 years and had used tablets for an average of 4.6 years. The approximately one-and-a-half-hour interview was guided by a semi-structured questionnaire addressing tablet-based learning patterns, applications and tools, digital learning experiences, skill development, challenges, and recommendations. Data were audio-recorded, supplemented by researcher notes, and analyzed using qualitative content analysis involving familiarization, coding, categorization, and interpretation.<br /><strong>Results:</strong> Four major themes emerged: (1) tablet usage, (2) application preferences, (3) learning patterns for two main purposes, and (4) skill development strategies. Tablets, particularly iPads, had become central to participants’ academic activities because of their portability, convenience, and connectivity. Participants reported a shift from traditional reliance on laptops and personal computers toward tablets for classroom and independent learning. They primarily preferred free or pre-installed applications, including GoodNotes, Google Suite, Canva, and YouTube, while also frequently using AI-supported tools such as ChatGPT, Grammarly, and QuillBot. Two broad learning purposes were identified: self-directed learning and academic coursework. Self-directed learning involved pursuing personal learning goals, particularly language learning, through educational and entertainment-oriented digital content. For academic coursework, three learning patterns emerged: information searching–critical thinking–academic production; note-taking–information searching–self-study–academic production; and note-taking–information searching–self-study–peer discussion–academic production. These patterns demonstrate the increasing integration of digital resources, AI tools, self-regulated learning, and online collaboration into students’ academic practices.<br /><strong>Application of the Study:</strong> The findings suggest that educators and institutions should provide structured digital literacy training, hands-on workshops, peer mentoring, and clear guidance on the ethical use of AI. Institutional initiatives should also address affordability, access to devices and software, and reliable internet connectivity to reduce digital inequality.<br /><strong>Conclusions:</strong> Tablet integration represents a significant shift in learning practices among the participating undergraduate students in Southern Thailand. Tablets have become central tools for self-directed, hybrid, AI-supported, and collaborative learning. However, realizing their educational potential requires stronger institutional support, digital literacy development, ethical guidance, and attention to equitable access. Given the small and homogeneous sample, the findings are exploratory and provide a foundation for future research involving larger and more diverse student populations.</p> Witawin Siripoonsap Yejin Kim Muhammad Hassan Arshad Copyright (c) 2026 Thaksin University https://creativecommons.org/licenses/by-nc-nd/4.0 2026-08-31 2026-08-31 39 4 10.55164/pactj.v39i4.280574 Operating Logistics Factors Affecting the Efficiency of Drug Procurement and Distribution in Tertiary Hospital Drug Warehouses https://so05.tci-thaijo.org/index.php/parichartjournal/article/view/283659 <p><strong>Background and Objectives</strong><strong>: </strong>This research aimed to investigate the factors related to pharmaceutical logistics operations that affect the efficiency of drug procurement and distribution in hospital pharmacies in tertiary hospitals. The study focused on key components of information systems, pharmaceutical logistics operations, and factors associated with the efficiency of drug procurement and distribution processes, with the aim of using the research findings as guidelines for developing an efficient and sustainable pharmaceutical inventory management system. The specific objectives were: 1) to assess the level of efficiency and the factors influencing information systems for pharmaceutical logistics and inventory management in tertiary hospitals; 2) to analyze the influence of information technology, work processes, and personnel on the efficiency of drug procurement and distribution; and 3) to propose guidelines for developing and enhancing information systems for pharmaceutical logistics and inventory management to support continuous and sustainable operations.<br /><strong>Methods</strong><strong>:</strong> A quantitative research methodology was employed. The sample consisted of 400 personnel directly involved in drug procurement, storage, and distribution. The research instrument was a five-point Likert-scale questionnaire covering information systems, equipment and technology, work processes, personnel, and the efficiency of drug procurement and distribution. The questionnaire was validated for content validity by experts, with Item-Objective Congruence (IOC) values ranging from 0.67 to 1.00. Reliability was assessed using Cronbach’s alpha coefficient, with values ranging from 0.82 to 0.91, indicating a high level of reliability. Data were analyzed using descriptive statistics to assess the levels of the relevant factors and system efficiency, together with multiple regression analysis to examine the relationships and influence of various factors on the efficiency of drug procurement and distribution.<br /><strong>Results</strong><strong>:</strong> The results showed that the overall level of the information system for pharmaceutical logistics and inventory management was high. In particular, equipment and technology had a mean score of 4.29, while work processes had a mean score of 4.25. These findings indicate that the implementation of information technology and operational support systems plays an important role in pharmaceutical inventory management. Multiple regression analysis revealed that equipment and information technology had the strongest influence on the efficiency of drug procurement and distribution (β = 0.342), followed by work processes (β = 0.276) and personnel (β = 0.198), respectively. The five factors collectively explained 61.3% of the variance in efficiency (Adjusted R² = 0.606), with statistical significance at the 0.001 level. The findings suggest that appropriate information systems and technologies, systematic work processes, and competent personnel contribute to more accurate and efficient procurement planning, drug inventory control and monitoring, storage, and distribution.<br /><strong>Application of this study</strong><strong>:</strong> The findings can be applied to the development of pharmaceutical logistics and inventory management systems in tertiary hospitals. Investment in modern information technologies, particularly Barcode/RFID systems and interdepartmental data integration, can facilitate systematic data management and real-time monitoring of drug inventory status. Work processes should be standardized and integrated across operational stages, while personnel should receive continuous training to enhance their knowledge and skills in information system utilization. At the policy level, hospital administrators should prioritize stable and secure information systems, accurate data management, effective interdepartmental connectivity, and continuous personnel development to improve the efficiency of drug procurement and distribution and reduce errors and losses.<br /><strong>Conclusions</strong><strong>:</strong> The efficiency of pharmaceutical logistics and drug procurement and distribution in tertiary hospital pharmacies is significantly associated with information technology and equipment, work processes, and personnel. Information technology and equipment demonstrated the strongest influence among the identified factors. Therefore, integrating modern information technologies with standardized work processes and continuous personnel development is essential for strengthening pharmaceutical logistics and inventory management. Such improvements can enhance operational accuracy and efficiency while supporting sustainable pharmaceutical inventory management in tertiary hospitals.</p> Nichapat Boontem Thiranan Tiwarateewit Copyright (c) 2026 Thaksin University https://creativecommons.org/licenses/by-nc-nd/4.0 2026-08-31 2026-08-31 39 4 10.55164/pactj.v39i4.283659 Labor, Health, Family and Gender of the Women in Intimate Labor During the COVID 19 Pandemic https://so05.tci-thaijo.org/index.php/parichartjournal/article/view/282174 <p><strong>Background and Objectives: </strong>The COVID-19 pandemic profoundly affected women’s working and family lives, particularly those engaged in occupations involving close interpersonal contact, care, and bodily or emotional services. Such occupations can be understood through the concept of “intimate labor,” which highlights forms of work involving physical proximity, interpersonal interaction, care, and emotional engagement. These occupations are also highly gendered and reflect the broader feminization of labor. This study examines the multifaceted impacts of the COVID-19 pandemic on women engaged in intimate labor, focusing on the interrelated dimensions of labor, health, gender, and family. It also explores how women’s social positions and family living arrangements shaped their experiences and responsibilities during the pandemic.<br /><strong>Methods: </strong>The study employed a mixed-methods approach combining survey research and qualitative interviews. It focused on four occupational groups of women working in Bangkok and its surrounding metropolitan areas. Two groups, nurses and hotel receptionists, represented workers in the formal labor sector, while masseuses/spa workers and hairdressers represented workers in the informal labor sector. The concepts of intimate labor and the feminization of labor were employed as the theoretical framework for examining and interpreting women’s experiences during the COVID-19 pandemic. The analysis considered the interconnected effects of the pandemic on employment and income, physical and mental health, household responsibilities, and family relationships.<br /><strong>Results: </strong>The findings reveal that the COVID-19 pandemic substantially affected women engaged in intimate labor, although the extent and nature of these impacts varied across occupational groups and social positions. Economic consequences were particularly pronounced among masseuses/spa workers and hairdressers in the informal labor sector, whose income and employment opportunities were more vulnerable to pandemic-related restrictions. Women across occupational groups also encountered physical and mental health risks associated with their work and the broader conditions of the pandemic. In terms of gender and family relations, women experienced increased household responsibilities and, in some cases, greater family tensions. These pressures contributed to serious relationship difficulties for some participants, including divorce or separation. Women’s experiences were further shaped by their family living arrangements and social positions, including marital status, economic status, age, and motherhood.<br /><strong>Application of this study: </strong>The findings can contribute to the development of labor and social protection policies that recognize the specific vulnerabilities of women engaged in intimate labor, particularly informal workers whose employment and income may be highly sensitive to public health emergencies. The study also highlights the importance of integrating gender and family dimensions into crisis-response policies rather than considering employment, health, and household responsibilities as separate issues.<br /><strong>Conclusions: </strong>The COVID-19 pandemic affected women engaged in intimate labor through interconnected economic, health, gender, and family dimensions. Its impacts extended beyond employment and income to women’s physical and mental well-being, household responsibilities, and family relationships. Family living arrangements and women’s social positions played an important role in shaping these experiences. Understanding these intersecting dimensions is therefore essential for developing more gender-sensitive and inclusive labor and social policies during future public health crises.</p> Panitee Brown Tinnaphop Sinsomboonthong Akkaranai Kwanyou Patcharin Lapanun Copyright (c) 2026 Thaksin University https://creativecommons.org/licenses/by-nc-nd/4.0 2026-08-31 2026-08-31 39 4 10.55164/pactj.v39i4.282174 Types of English Grammatical Errors in Online Chats https://so05.tci-thaijo.org/index.php/parichartjournal/article/view/280947 <p><strong>Background and Objectives:</strong> English grammatical structures are an essential component of effective communication for learners of English as a Foreign Language (EFL). However, EFL students often encounter difficulties in understanding and applying grammatical structures appropriately when producing language. These difficulties can result in various grammatical errors in both speaking and writing tasks. In particular, online communication provides EFL students with opportunities to produce language through real-time interaction, but grammatical errors may still occur during such communication. Therefore, this research aimed to examine the types of English grammatical errors made by Thai EFL students in online chats. The findings were expected to provide useful information regarding the grammatical problems commonly encountered by EFL students when communicating in English through online platforms.<br /><strong>Methods:</strong> The participants were 40 Thai EFL students who were enrolled in an English for Communication course. Online chat was employed as the research tool for collecting students’ written texts produced during real-time conversations. The participants were assigned to chat in small groups for one hour per week over a period of eight weeks. The students participated in conversations based on four topics selected from the course textbook. Their online conversations were collected and examined to identify and classify grammatical errors. The identified errors were categorized according to their characteristics, and the frequency and percentage of each type of grammatical error were calculated. Eight types of errors were identified for analysis: tense, subject–verb agreement, word form, plural form, preposition of time, adverb of frequency, possessive adjective, and irrelevant topic.<br /><strong>Results:</strong> The analysis revealed that the Thai EFL students made various types of grammatical errors during online chat conversations. Among the eight categories identified, errors in tense were the most frequently occurring type, accounting for 57.4% of the total errors. This finding indicates that the appropriate use of English tenses was a major grammatical difficulty encountered by the students when producing language in online conversations. In contrast, errors involving plural forms occurred at the lowest percentage, accounting for only 1% of the total errors. The findings demonstrate that although online chat provides students with opportunities to communicate and produce language in a relatively natural, real-time context, grammatical problems remain evident in their English production.<br /><strong>Application of this study:</strong> The findings can be applied to English language teaching, particularly in the development of instructional activities and language-learning materials for Thai EFL students. Teachers can use the identified error types to design activities that specifically address students’ common grammatical difficulties. The findings may also be used to provide students with additional practice in producing accurate grammatical structures during online communication. Furthermore, online chat activities can be incorporated into English for Communication courses as opportunities for students to practice language production while teachers monitor and provide feedback on grammatical accuracy.<br /><strong>Conclusions:</strong> Thai EFL students produced eight types of grammatical errors in online chat conversations, with tense errors being the most frequent and plural-form errors being the least frequent. The results suggest that particular attention should be given to tense usage when developing English language instruction for Thai EFL students. Further research should investigate effective approaches for reducing grammatical errors and develop appropriate language-learning materials and instructional strategies to improve students’ grammatical accuracy and overall English language skills.</p> Worawan Saleesongsom Copyright (c) 2026 Thaksin University https://creativecommons.org/licenses/by-nc-nd/4.0 2026-08-31 2026-08-31 39 4 10.55164/pactj.v39i4.280947 The Model of Community Market Management to Promote Creative Tourism Based on Local Culture in Ratchaburi Province https://so05.tci-thaijo.org/index.php/parichartjournal/article/view/283676 <p><strong>Background and Objectives: </strong>Community markets play an important role in strengthening local economies, preserving cultural capital, and promoting community participation in tourism development. However, changes in tourist behavior and expectations require community markets to adapt their management approaches to diverse visitor needs while maintaining local identity and creating social value. This study aimed to develop a community market management model to promote creative tourism based on local culture in Ratchaburi Province, Thailand. The study examined the contexts and management potential of community markets, analyzed tourist personas and behaviors, assessed market management based on Community-Based Tourism (CBT) standards, evaluated Social Return on Investment (SROI), and synthesized the findings into a community market management model.<br /><strong>Methods: </strong>A mixed methods research approach was employed in two community markets in Ratchaburi Province: Aom Yim Market and Kad Rim Doi Market. Quantitative data were collected through a questionnaire survey of 800 Thai tourists, with 400 respondents from each market. The sample size was determined using Cochran’s formula for an unknown population, with a 95% confidence level and a 5% margin of error used for sample-size calculation. Participants were recruited using convenience sampling. The questionnaire was assessed for content validity by three experts, with item-level Index of Item-Objective Congruence (IOC) values ranging from 0.67 to 1.00, and demonstrated a Cronbach’s alpha coefficient of 0.976. Qualitative data were collected through in-depth interviews and focus group discussions with relevant stakeholders, together with assessments based on CBT standards and SROI. Quantitative data were analyzed using descriptive statistics, while qualitative data were analyzed using content analysis. The findings from different methods and data sources were integrated and examined through triangulation.<br /><strong>Results: </strong>Both community markets demonstrated potential for development as creative tourism destinations, with distinctive strengths reflecting their local contexts. Tourist persona analysis identified differences in tourists’ motivations, behaviors, and participation in cultural activities, providing information for designing integrated marketing communication appropriate to different tourist groups. The CBT assessment indicated that Kad Rim Doi Market demonstrated strengths in management systems and service quality, whereas Aom Yim Market showed strengths in cultural capital and ethnic-based learning activities. The SROI assessment indicated that both markets generated social value exceeding the resources invested, with SROI ratios of 1.34 for Aom Yim Market and 1.21 for Kad Rim Doi Market. Integration of the findings led to the development of the C-GLES for SDGs Model, comprising five key pillars: (1) local culture and wisdom, (2) governance and participation, (3) local-based economy, (4) environmental management, and (5) service quality and marketing. The model integrates tourist persona analysis, CBT principles, and SROI assessment to support sustainable creative tourism development in community markets.<br /><strong>Application of this study: </strong>The C-GLES for SDGs Model can be applied as a strategic framework for community market development. Tourist persona analysis can be used to identify target groups and design activities, products, services, and marketing communication according to tourists’ motivations and needs. CBT standards can guide improvements in management, community participation, service quality, and cultural and environmental resource management, while SROI can be used to assess economic and social value. Local authorities, tourism organizations, and communities can apply the model to development planning and outcome monitoring, with appropriate adaptation to specific local contexts.<br /><strong>Conclusions: </strong>Sustainable creative tourism development in community markets requires the integration of tourist understanding, cultural capital, community participation, local economic development, environmental management, service quality, marketing, and social value assessment. The <strong>C-GLES for SDGs Model</strong> integrates tourist persona analysis, CBT principles, and SROI assessment into a community market management framework that supports creative tourism based on local culture. The model may also be adapted to other community market contexts, taking into account their cultural, social, and economic characteristics.</p> Tassanee Naksanee Napat Yanopas Copyright (c) 2026 Thaksin University https://creativecommons.org/licenses/by-nc-nd/4.0 2026-08-31 2026-08-31 39 4 10.55164/pactj.v39i4.283676 Factors Influencing the Adoption and Utilization of Artificial Intelligence in Strategic Decision-Making: A Case Study of Retail and E-Commerce Businesses https://so05.tci-thaijo.org/index.php/parichartjournal/article/view/282490 <p><strong>Background and Objectives: </strong>Amidst the rapid growth of Thailand's digital economy, retail and e-commerce businesses face challenges in managing big data and market volatility. Adopting advanced technologies to assist in management is therefore unavoidable. This research aims to assess the potential of artificial intelligence (AI) as a strategic decision-making tool to enhance the operational efficiency of Thai retail and e-commerce businesses. The study employs a holistic approach, examining both quantitative effectiveness to demonstrate cost-benefit analysis and in-depth analysis of the perspectives, experiences, and challenges faced by executives in the field. This aims to provide guidance for sustainable digital business transformation.<br /><strong>Methods: </strong>This research employs a mixed-methods approach. Quantitative research utilizes secondary financial and operational data (2022–2024) from two retail and e-commerce businesses that have clearly adopted AI. The data was analyzed using Panel Data Regression and Difference-in-Differences econometric models in the GRETL software. Qualitative research involved semi-structured in-depth interviews with eight senior executives, and the data was analyzed using content analysis.<br /><strong>Results: </strong>Mixed-method analysis revealed that the use of artificial intelligence significantly enhances strategic decision-making, both statistically and experientially, by improving accuracy, speed, and systematic planning. Quantitative results showed that AI adoption significantly impacted business efficiency, particularly in forecasting accuracy, inventory management, and reducing delivery times, with organizational size and revenue growth rate as contributing factors. Qualitative findings indicated that executives recognize the value of AI in big data analytics, predictive strategy development, and enhancing competitiveness. Furthermore, strategic motivation was found to have a greater influence on success than organizational size.<br /><strong>Application of this study: </strong>The findings of this research can be applied as a guideline for entrepreneurs in planning digital strategies, allocating budgets for investment and development of artificial intelligence, and planning training to upgrade the skills of their personnel to be ready for future technological changes.<br /><strong>Conclusions: </strong>This research provides an overview, potential, success factors, and challenges of applying artificial intelligence in the retail and e-commerce sectors within the Thai context. This will be highly beneficial to policymakers, business executives, and researchers in developing more effective strategic decision-making models in the digital age.</p> Vatchareephon Limrath Copyright (c) 2026 Thaksin University https://creativecommons.org/licenses/by-nc-nd/4.0 2026-08-31 2026-08-31 39 4 10.55164/pactj.v39i4.282490 SEM for Job Retention Satisfaction of Security Officers of the War Veterans Organization of Thailand under Royal Patronage of His Majesty the King to the Performance Strategy https://so05.tci-thaijo.org/index.php/parichartjournal/article/view/281391 <p><strong>Background and Objectives:</strong> This study aimed to develop a structural equation model (SEM) of job satisfaction and job retention among security officers of the War Veterans Organization under Royal Patronage in relation to performance management strategies and to examine the empirical consistency of the proposed model. The study focused on examining the relationships among performance management strategies, job satisfaction, and job retention, with particular attention to whether the proposed structural equation model was consistent with the empirical data. The study also aimed to provide an empirical model that could explain the relationships among these factors and support the understanding of factors associated with security officers’ satisfaction and intention to remain in their jobs.<br /><strong>Methods:</strong> The sample consisted of 400 security officers working for the War Veterans Organization under Royal Patronage. Data were collected using a questionnaire as the research instrument. The statistical analyses included frequency, percentage, mean, standard deviation, confirmatory factor analysis (CFA), and structural equation modeling (SEM). Descriptive statistics were used to examine the characteristics of the collected data, while confirmatory factor analysis was employed to examine the components of the variables included in the study. Structural equation modeling was subsequently used to examine the relationships among performance management strategies, job satisfaction, and job retention and to assess the consistency of the proposed model with the empirical data. Model fit indices were also considered to determine whether the structural equation model adequately represented the observed data.<br /><strong>Results:</strong> The results indicated that the structural equation model was consistent with the empirical data after model adjustment. The model fit indices demonstrated an acceptable level of model fit, with χ² = 126.57, p = .173, χ²/df = 1.203, CFI = 1.000, GFI = 0.970, AGFI = 0.960, and RMSEA = 0.000. These findings supported the hypothesized causal relationships between performance management strategies, job satisfaction, and job retention among security officers. The results confirmed that performance management strategies were significantly associated with employees’ satisfaction and intention to remain in their jobs. The findings from the model fit assessment indicated that the adjusted structural equation model met the specified criteria and provided support for the proposed relationships among the variables. The results therefore demonstrated that the model could be used to explain the relationship between performance management strategies, job satisfaction, and job retention among security officers of the War Veterans Organization under Royal Patronage.<br /><strong>Application of this study:</strong> The findings can be applied by the War Veterans Organization under Royal Patronage to develop appropriate performance management strategies that enhance job satisfaction and encourage security officers to remain with the organization. The structural equation model can also serve as a guideline for human resource management, particularly in developing performance evaluation, motivation, and employee retention practices. The findings may support organizational administrators and relevant personnel in considering performance management strategies that are consistent with employees’ needs and contribute to maintaining job satisfaction and retention. In addition, the model can provide a framework for understanding the relationships among performance management strategies, job satisfaction, and job retention when planning and implementing human resource management practices.<br /><strong>Conclusions:</strong> The structural equation model of job satisfaction and job retention among security officers was consistent with the empirical data and satisfied the specified model fit criteria. Performance management strategies demonstrated a causal relationship with job satisfaction and job retention. Therefore, effective performance management can be considered an important approach for improving employee satisfaction and supporting the retention of security officers in the organization. The results of the study provide empirical support for the proposed structural equation model and indicate that appropriate performance management strategies can be an important consideration in promoting job satisfaction and job retention among security officers of the War Veterans Organization under Royal Patronage.</p> Nawaporn Prasomtong Copyright (c) 2026 Thaksin University https://creativecommons.org/licenses/by-nc-nd/4.0 2026-08-31 2026-08-31 39 4 10.55164/pactj.v39i4.281391 A Performance Guide To The Drumming Style Of Dave Weckl On “Humpty Dumpty’’ https://so05.tci-thaijo.org/index.php/parichartjournal/article/view/283696 <p><strong>Background and Objectives: </strong>Widely regarded as one of the most influential drummers of the past three decades, Dave Weckl has played a significant role in shaping contemporary jazz drumming. This study focuses on his performance of Humpty Dumpty, a composition by Chick Corea originally recorded on the 1978 album The Mad Hatter, which is recognized for its unconventional form and harmonic complexity. The research has two primary objectives: first, to transcribe and analyze Weckl’s performance techniques and rhythmic syntax; and second, to propose effective practice approaches for addressing the challenges involved in studying and performing Weckl’s music, with the aim of enhancing advanced drumming skills.<br /><strong>Methods: </strong>This research is based on detailed transcription of the drum parts, critical listening to selected audio and video recordings, and examination of relevant musical and contextual elements. The analysis focuses on factors including personnel, overall style, tempo, recording duration, formal structure, and ensemble interaction. Through these processes, Dave Weckl’s improvisational language and soloing strategies are examined in depth, with particular attention to his rhythmic concepts, phrasing, and approaches to drum performance.<br /><strong>Results: </strong>The findings reveal four primary elements that characterize Weckl’s soloing approach: (1) motivic development, in which short rhythmic and melodic ideas are introduced, varied, and expanded throughout the solo; (2) the application of repetition as a method for creating continuity, coherence, and musical direction; (3) orchestration, particularly the creative use of different areas of the drum set to develop timbral contrast and expressive possibilities; and (4) a structured solo approach that demonstrates clear organization, dynamic progression, and interaction with the ensemble. These elements illustrate Weckl’s systematic approach to improvisation and provide insights into his rhythmic language and performance strategies.<br /><strong>Application of this study: </strong>Based on these findings, this study proposes targeted practice approaches derived from the musical and technical characteristics of Humpty Dumpty. The proposed exercises provide practical guidance for developing advanced jazz drumming skills, particularly in the areas of improvisation, rhythmic phrasing, orchestration, and solo construction. The study also contributes to jazz drumming pedagogy by offering an analytical framework that can support the practice and performance of complex contemporary jazz repertoire.<br /><strong>Conclusions: </strong>Through comprehensive transcription, structural analysis, and examination of Weckl’s improvisational language, this study provides a systematic understanding of his soloing approach and advanced jazz drumming techniques. The findings highlight the importance of motivic development, repetition, orchestration, and structured solo construction as key elements in Weckl’s performance style. Furthermore, the study offers practical implications for jazz drumming pedagogy by translating analytical findings into applicable practice approaches for advanced performers.</p> Shuyu Jia Tanarat Chaichana Copyright (c) 2026 Thaksin University https://creativecommons.org/licenses/by-nc-nd/4.0 2026-08-31 2026-08-31 39 4 10.55164/pactj.v39i4.283696 Food Identity of the Bai Ethnic Group in Fengxiang Village, Dali City, Yunnan Province, People’s Republic of China https://so05.tci-thaijo.org/index.php/parichartjournal/article/view/283633 <p><strong>Background and Objectives: </strong>Ethnic identity reflects the distinct characteristics of a community and can be expressed through language, clothing, lifestyle, food, rituals, and traditions. Food is not merely a means of sustenance but also an integral part of cultural life that conveys social and cultural meanings and contributes to the construction and transmission of ethnic identity. The Bai are one of the major ethnic groups in China, with a significant population residing in Dali, Yunnan Province. Fengxiang Village, Fengyu Town, Eryuan County, Dali, is a historically and culturally significant Bai community. This study aims to examine and present the food identity of the Bai in Fengxiang Village and its relationship with ethnic identity, cultural traditions, and ways of life.<br /><strong>Methods: </strong>This study employs documentary analysis by synthesizing information from historical records concerning the Bai in Dali. The concept of ethnic identity is used as the analytical framework for interpreting the meanings and cultural significance of <br />Bai food.<br /><strong>Results: </strong>The findings indicate three dimensions of Bai food identity in Fengxiang Village: (1) Festive and seasonal food identity, including Shengpi, served during Chinese New Year banquets; Laliaose, consumed during Lichun, the beginning of spring; and Benzhuji, prepared for the Benzhu worship festival; (2) Ritual and ceremonial food identity, including Badawan, served at weddings; Mijiutangyuan, associated with the “Songfan” ritual of presenting food to women who have recently given birth; and Ganlan, used as an offering in various ceremonies; and (3) Everyday food identity, including Niqiutang, a local dish consumed during the agricultural season; Xidoufen, a porridge-like dish commonly eaten for breakfast; and Xiaobaitang, a sweet snack enjoyed by people of different ages, particularly in winter when it is roasted and served hot.<br /><strong>Application of this study</strong><strong>:</strong> Bai food functions as a medium for transmitting cultural memory and reinforcing ethnic identity through traditional narratives, rituals, and practices. The findings can contribute to cultural preservation and the development of ethnic identity-based tourism. Furthermore, the food identity of the Bai ethnic group can be promoted through cultural tourism that enables visitors to learn about the local food culture and traditions of Eryuan County, as well as through historical and ecotourism.<br /><strong>Conclusions:</strong> Bai food identity reflects the community’s close relationship with nature, history, geography, and climate. Food is therefore not merely sustenance but also a cultural symbol transmitted across generations through traditions, rituals, and everyday practices. It embodies the Bai people’s worldview, cultural knowledge, and practical skills, as reflected in cooking methods, eating practices, and the meanings embedded in individual foods.</p> Hongxia Yin Thanaporn Mookham Copyright (c) 2026 Thaksin University https://creativecommons.org/licenses/by-nc-nd/4.0 2026-08-31 2026-08-31 39 4 10.55164/pactj.v39i4.283633