Parichart Journal

The Development of a Booklet on English for Small Hotels and Backpackers in an ELF Context: Focusing on Cross-Cultural Awareness in Ayutthaya

jaran Onkao — 2026-06-30

Background and Objectives: A certain number of past research studies on the development of English learning materials for tourism (such as handbooks, textbooks, or video media) typically focused on functional English used in general situations. However, the development of books specifically tailored (booklets) to the context of small hotels and backpackers within the framework of English as a Lingua Franca (ELF) has received limited attention. Furthermore, this specific group of tourists possesses unique cultural backgrounds and behaviors distinct from conventional tourists, necessitating a thorough understanding and awareness to inform textbook content. Therefore, this research aims to: 1) develop a booklet on English for small hotels and backpackers in an ELF context, focusing on cross-cultural awareness in Ayutthaya, and 2) examine the personnel's opinions toward the developed booklet.
Methods: The research and development (R&D) methodology was applied by employing the first three stages (ADD) of the ADDIE model: 1) Analysis, which investigated tourist behaviors as well as the problems and needs of the personnel; 2) Design, which involved structuring and planning the book's content; and 3) Development, which produced the booklet focusing on real-world situations, functional English, and cross-cultural awareness explanations. The research instruments included observation forms (field notes), semi-structured interview guidelines, and the developed booklet. Data were collected from 32 key informants and 15 observees, and subsequently analyzed using content analysis.
Results: The findings from the analysis phase revealed that the majority of backpackers were ELF users with distinct group behaviors, notably a concern about being deceived and a preference for budget-conscious spending. Meanwhile, small hotel personnel lacked understanding of certain cultural differences but expressed a need to use English in their operations for simple, comprehensible communication, as well as a need for language specific to certain topics. Regarding the developed booklet, it comprises 7 main chapters, covering from greetings to leave-taking. The functional English content was developed alongside cross-cultural awareness grounded in actual tourist behavior. For the opinion study, the hotel personnel expressed positive opinions toward the booklet, placing a particular emphasis on content related to safety and small talk.
Application of this study: The insights gained from this study can serve as a useful guideline for the field of English for Specific Purposes (ESP), as well as for developers of English instructional materials, handbooks, and textbooks for hotel operations. However, utilizing these research findings to produce a book for widespread publication must be carefully considered, because the language used in the booklet in this research is within the context of English as a Lingua Franca (ELF).
Conclusions: This research represents an initial phase of research and development for a booklet on backpackers' cultural awareness within an ELF framework, yielding valuable insights. Nevertheless, to achieve a fully comprehensive textbook, further investigation and development in other relevant dimensions remain necessary in the future.

A Study of the Creative Process of Mr. Panupong Kamfun’s Muay Thai Banana Rope Dolls: Cultural Value Analysis and Guidelines for Creative Economy Development

Pesol Usavaporamitchai — 2026-06-30

Background and Objectives: Inspired by the abundant banana resources in Mae Wang District, Chiang Mai Province, Mr. Panupong Kamfun transformed dried banana peels into Thai boxer figurines. This initiative promotes the creative use of local materials while showcasing the art of Thai boxing. This creative research aimed to (1) examine the creative process of crafting banana rope Muay Thai dolls by Mr. Panupong Kumfun, focusing on material selection, the design of Muay Thai postures, and the application of colors and patterns that reflect Thai cultural identity; (2) analyze the cultural value of these dolls using evaluative criteria in art, form, technique, local materials, indigenous knowledge, symbolism, and the meaning of Muay Thai gestures; and (3) propose development strategies for banana rope Muay Thai dolls within the framework of the Creative Economy, aligning with Sustainable Development Goals (SDGs) 8 and 12, which emphasize economic growth and efficient, sustainable use of local resources.
Methods: The creative process involved constructing the figure’s frame with iron wire, shaping the body by wrapping banana rope. The design incorporates distinctive elements of Muay Thai, including the Mongkhon (ceremonial headgear), Pra Jiad (sacred armbands), traditional rope handwraps, and the checkered loincloth known as Pha khao ma, all of which reflect the cultural essence of Thai boxing. Evaluation was conducted by a panel comprising two community artisans, three Thai art and culture specialists, one local Muay Thai cultural expert/trainer, two product-design or souvenir artists, two consumer representatives, and two creative-economy or online-marketing experts.
Results: Findings revealed that the banana-fiber Muay Thai dolls possess high artistic and cultural potential, demonstrating distinctive martial-arts identity through dynamic postures, cultural symbolism, and meticulous yet rustic rope-wrapping techniques. Experts from Rajamangala University of Technology Lanna positively assessed the product as a valuable handicraft suitable for commercialization as souvenirs or decorative art. A cost analysis indicated that an appropriate average selling price ranges between 350–500 THB per piece, covering production costs, labor, and packaging. This price reflects four dimensions of value: identity and symbolic value, artistic and craftsmanship value, spatial and community value, and souvenir and decorative. value.
Conclusions: This research contributes to the discourse on the Creative Economy by leveraging cultural capital and local wisdom to create added value, aligning with SDG 8 (inclusive economic growth) and SDG 12 (responsible consumption and production). However, the research still has limitations in assessing the potential of the works as a broad learning medium, which should be further studied in the future.

Global Advertising Creative Trends: An Analysis of the 2024 Cannes Lions Grand Prix Winners

Salas Supalakwatchana — 2026-06-30

Background and Objectives: For decades, the Cannes Lions International Festival of Creativity has served as a global benchmark for advertising excellence and creative prestige. Yet, recent Grand Prix-winning campaigns have lacked systematic analysis. This study fills that gap by examining all 2024 Cannes Lions Grand Prix winners across 32 categories through qualitative content analysis. Campaigns were coded for creative trends, strategy, execution, and messaging based on an analytical framework combining prior research and current industry insights.
Methods: This research employed a qualitative content analysis approach, analyzing the 34 Grand Prix winning campaigns across all 32 categories of the Cannes Lions International Festival of Creativity. Data was collected from Cannes Lion’s official source and reports from industry media. Then, the collected data were analyzed to identify the emerging advertising creativity trends, recurrent patterns and innovative elements that characterize the current global advertising landscape.
Results: Findings revealed that human-centered storytelling is the most prominent trend, with campaigns leveraging authentic narratives focused on actual people and lived experiences. Social responsibility and brand activism also featured strongly, as brands address issues such as inclusion, sustainability, and empowerment through advocacy and community engagement. Technological innovation is deeply integrated, with campaigns utilizing AI, data-driven personalization, and immersive digital tools to enhance storytelling and participation. Other substantial trends include immersive brand experiences, cross-channel integration, sustainability, humor and pop culture, creative commerce, and artistic craftsmanship. Standout campaigns such as Vaseline’s “Transition Body Lotion,” KPN’s “A Piece of Me,” and Orange’s “WoMen’s Football” demonstrate the intersection of purpose-driven storytelling, technological innovation, and multi-platform strategy. These findings have significant implications for both industry and academia. For practitioners, the study highlights the significance of implanting social purpose and authentic storytelling within creative strategies, while leveraging emerging technologies for deeper engagement. For academics, this research provides a current framework for analyzing global advertising trends and supports future investigation into the interplay between creativity, technology, and social impact.
Conclusions: The 2024 Cannes Lions Grand Prix winners reflect a multidimensional evolution in advertising creativity, where human-centered storytelling, social responsibility, and technological innovation are central to industry excellence. These trends depict a transformation toward campaigns that capture attention, drive societal change, and deliver business outcomes. The findings underscore the essential role of ingraining social purpose and genuine storytelling at the heart of creative strategies. Agencies and brands should invest in deep consumer insight and community collaboration to create campaigns that reverberate on a human level and drive meaningful change.

Influence of Perceived Value on Tourists’ Revisit Intention at Tamot District, Phatthalung Province

Orachan Sirichote — 2026-06-30

Background and Objectives: The tourism industry is considered one of the major driving forces of economic growth in many countries, including Thailand. Tourism revenue contributes significantly to income generation, employment creation, and local community development. Nowadays, community-based tourism is attracting tourists. This kind of tourism is becoming popular in Thailand. However, both domestic and international tourism destinations are competing intensely to attract tourists. Tourism entrepreneurs and tourism-related organizations need to create perceived value across 4 dimensions, namely, (1) functional value (2) emotional value (3) social value and (4) monetary value. Aligning these dimensions with tourists’ needs will drive revisit intention and positive word-of-mouth, ultimately fostering a sustainable competitive advantage. The objective of this study was to investigate the influence of perceived value on tourists’ revisit intention.

Methods: This study was a quantitative research. The sample consisted of 400 tourists aged above 20, who visited Tamot district, Phatthalung province. The sampling method was convenience sampling. The research instrument used in this study was a five-point Likert scale questionnaire. The researchers conducted on-site data collection at tourism destinations in Tamot district, Phatthalung province. The data were analyzed using the Statistical Package for the Social Sciences (SPSS). The statistical methods employed in this study included frequency, percentage, mean, standard deviation and multiple regression analysis.

Results: The results revealed that functional value and social value had statistically significant influence on tourists’revisit intention at 0.05. While emotional value and monetary value did not influence tourists’ revisit intention.

Application of this study: Government agencies, entrepreneurs and tourism marketers might use the research results to develop policies and strategies that meet the needs of tourists. Tourism-related organizations should enhance the functional value of community-based tourism by establishing strategic frameworks for sustainable tourism development, promoting responsible tourism behavior, and improving accessibility for tourists of all age groups. In addition, emphasis should be placed on effective management practices and maintaining recognized tourism standards. Simultaneously, social value should also be strengthened by promoting community-based tourism as a sustainable tourism and developing activities that allow tourists to learn about local ways of life and gain memorable experiences. These efforts may ultimately encourage revisit intention and positive word-of-mouth communication among tourists.

Conclusions: Perceived-value theory is a basic marketing theory that explains how tourists evaluate and decide on tourism products and/or services by comparing their perceived benefits with perceived costs. The research results fulfill this theory by revealing that in the context of community-based tourism, functional value and social value have statistically significant influence on tourists’ revisit intention at 0.05.

Buddhist Ways to Instill Desired Characteristics for Generation Alpha

Narinthip Senrui — 2026-06-30

Background and Objectives: Generation Alpha grows up with advanced technology and modern conveniences; therefore, desirable characteristics and ethics should be cultivated alongside technological progress through the integration of Buddhist principles in contemporary education. The objectives of this research article were as follows: 1) To analyze the current situation of desired characteristics for Generation Alpha. 2) To analyze concepts, theories, and Buddhist ways related to instill desired characteristics, and 3) To integrate Buddhist ways to instill desired characteristics for Generation Alpha.
Methods: This research was qualitative research by collecting document data, in-depth interviews with 10 people, and a group discussion of experts and academics 10 people. Research tools included interviews and data analysis was used with descriptive methods.
Results: The findings were as follows: 1. The current situation of instilling desired characteristics for Generation Alpha found that most of the behaviors of children start in the family. Society is a nuclear family. In addition, Generation Alpha spends a lot of time in the virtual world. This causes a lack of learning of appropriate social skills and communication. There is little closeness and bonding in the family. Adults' behavior is not a good example and lacks attention to teaching morality and proper ethics for children. They shirk responsibility in teaching. Adults lack psychology in training, causing children to be aggressive, prone to mental violence, and unable to handle their emotions. Cultivating desired characteristics should require cooperation from all sectors, including home, school, temple, and society, in emphasizing morality, discipline, working with others, analytical thinking skills, digital Literacy, and patience 2. Concepts, theories, and Buddhist ways related to instilling desired characteristics. It was found that the teaching principles of the Lord Buddha can be divided into 3 categories: Content, Learners, and Teaching elements: 1. Buddhist teaching methods: 1. Conversation, 2. Lecture, 3. Question and Answer, and 4. Rules and Regulations. The teaching style of Generation Alpha children to instill desired characteristics according to the Buddha's style, using the following methods: 1. Sandassana (Elucidation and verification), 2. Samadapana (Inspiration towards the goal), 3. Samuttejana (encouragement), 4. Sampahamsana (gladdening). The moral principles used to instill desirable characteristics include 1) The noble eightfold path (Atthangika Magga), 2) The true doctrine (Saddhamma), 3) The sense-fields (Ayatana), 4) The path of accomplishment (Iddhipada), and 5) The threefold training (Sikkha) 3. Integrating Buddhist ways to instill desired characteristics for Generation Alpha, it was found that instilling desired characteristics should be done seriously with a national policy in schools and in communities. Families play an important role in instilling morality and ethics in children because they set an example so children will imitate good behavior. There should be more emphasis on morality and ethics, especially net idols who should be good examples. All sectors of society should promote activities related to morality and ethics by choosing methods appropriate for their age.
Conclusions: From the study of Buddhist teaching methods to instill desired characteristics in Generation Alpha, new knowledge has emerged, called the 3MLA Model, which is as follows: M=Role Model, M=Teaching Methods, M=Instructional Media, L=Learner, A=Assessment.

Pathways to Achieving Excellence: Contributory Factors for Academically and Musically Talented Student

Charinee Bunyen — 2026-06-30

Background and Objectives: The development of students’ holistic abilities is essential for preparing learners to become lifelong learners and to adapt effectively to a rapidly changing world. Although previous studies have identified factors that contribute to student success, there remains a lack of in-depth knowledge explaining these factors within the framework of Social Cognitive Theory and the process of self-development toward excellence that connects such factors. Therefore, this study employed a case study of a student who achieved success in both academic and musical domains at the national and international levels in order to fill this gap in the existing body of knowledge. This qualitative study aimed to: (1) investigate the factors contributing to holistic success in both musical and academic abilities, and (2) understand the process of developing excellence in music and academics.
Methods: This study employed an intrinsic case study design. The key informant was a student from Bangkok Christian College who had achieved outstanding success at the school, national, and international levels. Three additional informants who were closely associated with the student were also included, namely the student’s parent, homeroom teacher, and friend. Data were collected through in-depth interviews using a case study approach. The data were analyzed using thematic analysis, and the trustworthiness of the findings was enhanced through data triangulation.
Results: The findings revealed that: (1) holistic success in both academic and musical domains was influenced by internal and external factors. Internal factors included responsibility and discipline, emotional intelligence and interpersonal skills, diverse talents, curiosity, and learning from role models. External factors included family support as the primary source of encouragement, support from schools and teachers, and positive influences from peers and the school community. (2) The process of achieving excellence in both music and academics involved effective time management, clear and continuous goal setting, and consistent practice and learning. These factors worked together to support success.
Conclusions: Students’ holistic success results from the integration of internal factors within the students themselves and external factors provided by all relevant stakeholders, which collectively promote excellence in both academic and musical domains. Such success is also supported by a purposeful and continuous process of self-development. Therefore, the development of student excellence should be systematically promoted through educational policies, instructional design, and individualized support for student potential development. Furthermore, applying these findings and developing them into structured training programs may help enhance students’ potential in a concrete, continuous, and effective manner.

The Describing of Logistics Processes of Marine Crab Farmers in a Southern Province of Thailand

Pritcha Chodchoy — 2026-06-30

Background and Objectives: In the context of Thailand, the food industry is considered the foundation of various products, with the food industry being of the utmost importance to the country's economic system. The marine aquaculture and natural fisheries industry is a major driver of the Thai economy, with the main production capacity in the southern region of the country, which is flanked by the two largest and longest coastlines, the Andaman Sea and the Gulf of Thailand. This qualitative research aimed to describing of Logistics Processes of Marine Crab Farmers in a Southern Province of Thailand.
Methods: The data were collected from 18 carb farmers and 4 middlemen who have consistently purchased marine crabs through interviews and observations.
Results: The findings revealed that the logistics management of the marine crab farming group consisted of 5 important processes: 1) Sourcing; Consisting of baby sea crabs, raw materials for raising sea crabs, and equipment for raising sea crabs. 2) Production; The condition of the crabs is adjusted by nurturing the crabs in cages before releasing them into the pond. 3) Storage, 4) Distribution, and 5) Transportation; The claws were tied with a large band of rubber bands and packed into a plastic bag tied to the mouth of the bag before being packed into a foam crate to wait for the car to pick up and deliver to restaurants and hotels in the Bangkok area. Additionally, there were 9 related farming activities: 1) Demand forecasting; It did not meet the predicted target, 2) Logistics communication; Most of them are middlemen, 3) Procurement; Ordered crab balls from the Department of Fisheries, Pak Meng District, Trang Province, 4) Customer service; Through telephone and line to contact crab trading, 5) Transport; The farmer is responsible for the transportation costs, 6) Materials handling and packaging; It is a procurement in and around the area, 7) Inventory management; Crab babies are prepared in the crab nursery pond to rest and wait for the crabs to be ready to be released into the pond for the next time, 8) Loaction selection; It is an abandoned pond from shrimp farming and 9) Reverse logistics; Incomplete crabs are returned to be released back into the pond to continue to be raised as complete crabs.
Conclusions: Data synthesis shows that sea crab farmers pay attention to material handling and packaging. Farming equipment from the neighborhood and the survival rate of the baby crabs are important and distributed through middlemen who have been in contact for a long time through LINE and telephone channels.

Service Marketing Mix of Small Restaurants Recognized by the Michelin Guide in Chiang Mai Province

Jirawan Boonmee — 2026-06-30

Background and Objectives: Small-scale restaurant businesses play a vital role in driving the regional economy, particularly in Chiang Mai, one of Thailand’s premier tourist destinations. Receiving Michelin recognition can enhance a restaurant’s credibility and elevate its brand image to an international level, contributing positively to its sales performance and profitability. This study aims to examine the service marketing mix of small restaurants recognized by the Michelin Guide in Chiang Mai Province. The findings can guide small restaurant entrepreneurs in improving and developing their businesses to remain viable during economic downturns.
Methods: This qualitative research employed in-depth individual interviews with owners of small restaurants that received Michelin recognition in Chiang Mai during 2023-2025. A total of eight restaurants were purposively selected based on predefined criteria. The primary research instrument was a semi-structured interview guide, which was validated for content accuracy and language appropriateness by academic experts. Fieldwork was conducted in April 2025, and the data were analyzed using qualitative content analysis and descriptive analysis.
Results: The findings reveal that most Michelin-recognized small restaurants in Chiang Mai operate as sole proprietorships, have no branches, and are family-run businesses passed down through generations. In terms of product, the restaurants primarily serve single-dish meals during breakfast and lunch, offering local specialties such as khao soi and nam ngiao, using both traditional recipes and owner-developed modifications. All restaurants determine price based on raw material costs and customers’ purchasing power, ranging from 30 to 100 baht per dish. For place, the restaurants are situated on secondary roads and provide dine-in, takeaway, and delivery services through mobile applications. In terms of promotion, most restaurants rely on Facebook as their primary marketing platform and benefit from online reviews; many also offer complimentary items such as drinking water, ice, fresh vegetables, desserts. With respect to people or personnel, the number of staff ranges from three to fourteen, including family members, relatives, and hired employees. Management is flexible, and employees receive both compensation and welfare benefits. Regarding process, the restaurant has established specific opening and closing days and hours, and offers payment options both before and after dining, either in cash or via electronic transfer. As for physical evidence, the restaurants feature simple interior designs, emphasizing cleanliness, convenience, and efficient space utilization.
Conclusions: When Michelin-recognized small restaurants in Chiang Mai are able to strategically design, improve, and apply the service marketing mix in alignment with evolving social and economic contexts, they are more likely to sustain their reputation, ensure business survival, and achieve long-term sustainability.

The Pathways to Community Tourism Entrepreneurial Intention of Young Generations: A Causal Relationship Model of Community and Psychological Factors

Witchuta Marchoo — 2026-06-30

Background and Objectives: Community-based tourism plays a vital role in promoting local economic development and community sustainability. However, its long-term success depends on the engagement of young entrepreneurs. This study aimed to (1) examine the characteristics of young people residing in community-based tourism destinations in Southern Thailand; (2) develop a model explaining the influence of community attachment, entrepreneurial attitude, community participation, and perceived entrepreneurial capability on young people's intentions to engage in community-based tourism entrepreneurship; and (3) investigate the mediating roles of community participation and perceived entrepreneurial capability in linking these factors to entrepreneurial intention in community-based tourism.
Methods: A quantitative survey research design was employed. Data were collected using a self-administered questionnaire as the research instrument. A convenience sampling technique was used, resulting in a sample of 173 respondents.
Results: The findings revealed that young people who intended to engage in community-based tourism businesses were predominantly female, single, held a bachelor’s degree, were of working age, and had lived in their communities for more than ten years. Furthermore, community-related factors, namely community attachment and community participation, as well as entrepreneurial psychological factors, including entrepreneurial attitude and perceived entrepreneurial capability, were significantly associated with entrepreneurial intention. Both community factors and entrepreneurial psychological factors exerted direct positive effects on entrepreneurial intention. In addition, the results indicated that community participation and perceived entrepreneurial capability served as mediating variables in the relationships between community attachment, entrepreneurial attitude, and entrepreneurial intention.
Applications of this study: Key strategies for encouraging young people to engage in community-based tourism entrepreneurship include strengthening entrepreneurial attitudes and capabilities, while simultaneously promoting community participation and fostering a sense of community attachment. Such efforts may be achieved through the development of entrepreneurial networks, collaboration among young people, the private sector, and government agencies, and increased opportunities for youth participation in tourism- and economy-related community activities.
Conclusions: Young people's intentions to engage in community-based tourism entrepreneurship are influenced by both community-related factors and entrepreneurial psychological factors. In particular, community attachment, community participation, entrepreneurial attitude, and perceived entrepreneurial capability are critical determinants that foster entrepreneurial intention in community-based tourism.

Styles of News Narrator in Narrating News

Punyisa Bairaman — 2026-06-30

Background and Objectives : News plays a crucial role in society by providing factual information that influences public perception and everyday life. To ensure credibility, news reporting is expected to present information accurately, objectively, and impartially through a rigorous verification process prior to publication. However, traditional news reporting often relies on formal language, which may limit audience engagement and accessibility. As a result, contemporary news presentation has increasingly adopted a storytelling approach that enhances audience comprehension and interest. This research aims to study the news narration styles of Sorayuth Suthassanachinda, Theema Kanchanaprairin, and Phutta-aphivan Ongphrabarami.
Methods : The data were collected from online media sources, including 12 video clips from Ruang Lao Chao Nee (Morning News Stories), broadcast on Channel 3 HD every Monday to Friday from 6:00 a.m. to 8:30 a.m.; 12 video clips from the special segment “Jud Sud Thuk Khwam Jing” in One News Evening, broadcast every Monday to Friday from 4:30 p.m. to 6:00 p.m.; and 12 video clips from Thub Toh Kao, broadcast on Amarin TV every Monday to Friday from 7:00 p.m. to 10:30 p.m. The selected clips were obtained from the programs’ archived broadcasts on YouTube. A random sampling method was employed by selecting one clip per month from each program, resulting in 12 clips from each program. This approach ensured diversity in the news content. The data were collected from January to December 2022, yielding a total of 36 video clips.
Results : The study found that all three news narrators shared a common characteristic: the use of a variety of speech styles, particularly language with implied meanings. This indirect style helps reduce the risk of unduly influencing audience interpretation. In addition, the news narrators frequently employed emotionally expressive language and onomatopoeia. They also incorporated colloquial expressions, loanwords, and abbreviations. Figurative language was used as well, including similes for comparison and references to well-known events to help audiences form clearer mental images of the reported situations. Repetition was employed to emphasize key points and clarify meaning, while rhetorical questions were used to encourage audiences to reflect on issues independently. In terms of their overall communicative style, all three news narrators adopted a discussion-based, friendly, and intimate manner of presentation. This approach created an informal and approachable atmosphere that enabled direct, brief, and concise communication. Formal language was intentionally avoided in order to maintain a conversational style of news delivery.
Conclusions : Although all three news narrators shared the common objective of delivering accurate, clear, and easily understandable information to audiences, each demonstrated a distinctive verbal style that reflected an individual professional identity. Sorayuth Suthassanachinda emphasized a conversational approach to news presentation rather than formal news reading, creating the impression that audiences were listening to stories told by a familiar person. In contrast, Theema Kanchanapairin focused on concise and clear news narration, often employing seemingly simple expressions embedded with subtle irony and sarcasm, which helped mitigate the severity of news content. Meanwhile, Phutthaphiwan Ongphra Barami adopted a direct and straightforward style, highlighting social issues and encouraging audience engagement and participation in public discourse.

Business Jargon on Thai Corporate Websites: A Linguistic and Rhetorical Analysis and a Glocalization Approach

Jiraporn Sukkrong — 2026-06-30

Background and Objectives: Business jargon has become a salient feature of contemporary corporate communication, particularly on English-language corporate websites where organizations seek to establish professionalism, legitimacy, and competitive positioning in the global marketplace. In non-Western contexts such as Thailand, corporate discourse is influenced not only by international business conventions but also by local cultural values, resulting in distinctive forms of communication that reflect processes of glocalization. Although previous studies have investigated corporate discourse and multimodal communication, limited research has integrated linguistic, rhetorical, and visual dimensions within a unified analytical framework, particularly in Southeast Asian contexts. This study therefore aimed to (1) analyze the linguistic features and rhetorical functions of business jargon employed on Thai corporate websites, (2) examine the interaction between textual and visual resources in constructing corporate identity from a glocalization perspective, and (3) compare business jargon usage and communication strategies on Thai corporate websites with those of selected international corporations from the United States, Japan, and Singapore.
Methods: This study employed a qualitative-dominant mixed-methods design, combining corpus-based linguistic analysis with multimodal discourse analysis and cross-cultural comparison. The dataset consisted of 30 Thai corporate websites representing four industries, namely finance, technology, real estate, and manufacturing, and 15 international corporate websites selected from the United States, Japan, and Singapore. English-language content from the Homepage and About Us sections was collected and analyzed. Corpus analysis was conducted using AntConc to identify lexical frequencies, collocational patterns, and concordance lines of business-related terminology. Qualitative analysis was informed by genre analysis, systemic functional linguistics, multimodal discourse analysis, and glocalization theory. Cross-cultural comparison was further employed to interpret similarities and differences in linguistic and visual communication strategies across national contexts.
Results: The findings revealed that business jargon was employed strategically rather than incidentally on Thai corporate websites. High-frequency lexical items included sustainability, innovation, ecosystem, transformation, and ESG, which functioned as persuasive and evaluative resources in promotional discourse. Collocational analysis showed recurring lexical clusters such as digital transformation, customer-centric approach, and global standards, indicating that business jargon operates as formulaic discourse patterns that reinforce corporate positioning. Multimodal analysis demonstrated that textual messages were systematically supported by visual elements, including executive-centered imagery, culturally symbolic color schemes, and hybrid typographic styles, all of which contributed to the construction of credibility, trust, continuity, and innovation. Moreover, cross-cultural comparison revealed that Thai corporate websites occupied a hybrid communicative position, balancing globally recognizable business discourse with culturally embedded values. In contrast, U.S. corporate websites tended to exhibit more assertive and innovation-oriented discourse, whereas Japanese websites emphasized harmony, continuity, and restrained communication styles.
Application of this study: The findings provide practical implications for corporate communication and Business English education. Organizations may use the findings to develop more effective digital branding and strategic communication practices by employing business jargon purposefully and in a culturally sensitive manner. The results also contribute to English for Specific Purposes (ESP) and Business English pedagogy by promoting corpus-informed and discourse-based instruction. Furthermore, the study offers insights for intercultural communication training and may assist multinational corporations in designing communication strategies that balance global competitiveness with local cultural identity.
Conclusions: The study demonstrates that business jargon on Thai corporate websites functions as a strategic linguistic and rhetorical resource rather than merely specialized vocabulary. Corporate identity is constructed through the interaction of linguistic and visual elements, reflecting deliberate multimodal communication strategies. Thai corporate websites represent a glocalized form of digital discourse in which international business conventions are adapted to local cultural values. Overall, the findings contribute to a deeper understanding of corporate communication as a dynamic process shaped by linguistic, visual, and cultural dimensions and highlight the role of English as a flexible resource in contemporary global business communication.

Social Innovation for Community-Based Sustainable Tourism Development: A Case Study of Bo Suak Subdistrict Community, Nan Province

Pichanan Chongruk — 2026-06-30

Background and Objectives: Community-based tourism has increasingly been recognized as an important mechanism for sustainable local development, particularly in strengthening community capacity, conserving cultural heritage, and improving the quality of life of local residents. However, many community-based tourism initiatives continue to face challenges related to equitable benefit distribution, resource management, and the creation of long-term social outcomes. In this context, social innovation provides a useful analytical lens for understanding how local communities mobilize existing resources, build collaborative networks, and develop new forms of tourism management that respond to social, economic, cultural, and environmental needs. Drawing on this perspective, this study aimed to analyze the process of social innovation development in the context of community-based tourism, using the community of Bo Suak Subdistrict, Nan Province, as a case study. The community has been recognized by the United Nations World Tourism Organization (UNWTO) as a global model of sustainable tourism.
Methods:The research adopts a conceptual framework of social innovation consisting of three interrelated components: Space, Means, and Ends. Using in-depth interviews with key stakeholders and content analysis, the study explores how grassroots innovation is formulated, institutionalized, and scaled in the tourism sector.

Results: Findings indicate that social innovation in Bo Suak emerged from dynamic interactions between internal community resources and external institutional support. Key drivers include social capital, cultural heritage, local wisdom, and a participatory governance structure. The community-based tourism association played a central role in coordinating stakeholders, designing locally rooted tourism experiences, and managing benefit distribution through a transparent and inclusive system. These efforts were supported by government and non-governmental organizations through funding, capacity building, and infrastructure development. The community developed a collaborative management system that fostered transparency, trust, and mutual accountability. Tourism revenue was allocated to community welfare funds, improving quality of life, especially for vulnerable groups like the elderly and bedridden patients. Cultural revitalization occurred through traditional crafts and youth engagement in heritage preservation. Furthermore, environmental stewardship was promoted through waste management campaigns, the use of eco-friendly materials, and conservation of water resources.
Application of this study: The Space–Means–Ends framework can be utilized as a practical tool for assessing the effectiveness of social innovation in local contexts and guiding community-based policy development.
Conclusions: Social innovation in Bo Suak was created through an ongoing process of community participation, collaborative governance, and the integration of local cultural resources with external institutional support. The Space–Means–Ends framework helps explain how Bo Suak functioned as an enabling space for innovation, how community-based mechanisms and stakeholder networks served as means of implementation, and how these processes generated social outcomes in terms of income generation, cultural revitalization, environmental awareness, and improved community welfare. These findings highlight the potential of social innovation as a practical approach for strengthening community-based sustainable tourism development.

Participatory Development of Community-Based Textile Products to Promote Tourism in Chiang Mai Province

Chintana Inpakdee — 2026-06-30

Background and Objectives: Chiang Mai Province possesses strong cultural capital in textiles and fabric production. However, community-based textile and fabric products have not yet been able to drive tourism effectively. This limitation is primarily attributed to the lack of an integrated development framework that translates community identity into tangible forms, the inability of lifestyle products to adequately respond to the needs of contemporary consumers, and the lack of mechanisms for building textile production networks that systematically link product development processes. Consequently, the capacity of local communities to generate value-added and income from textile and fabric products remains constrained. This research aimed to: 1) develop networks of community enterprises producing handwoven textile products within tourism communities in Chiang Mai Province; 2) develop prototype handwoven textile products to upgrade community-based products; and 3) examine the acceptance of target consumer groups toward the developed product prototypes.
Methods: The sample groups consisted of: 1) representatives from target communities selected through purposive sampling, comprising three communities with ten participants each (a total of thirty participants); 2) fifteen community representatives involved in selecting product design drafts for prototype development; and 3) four hundred consumers for market testing. Research instruments included focus group discussion records and market testing questionnaires. Qualitative data were analyzed using content analysis, while quantitative data were analyzed using basic descriptive statistics, including percentages, means, and standard deviations.
Results: The study revealed that the development of community enterprise networks through participatory workshops facilitated collective learning and knowledge exchange across three key dimensions: learning and development, production, and marketing. This process enhances experiential knowledge and specific handweaving techniques, which can be applied to the context of each community and sustainably improve group management. For the product prototypes, community-designed handwoven textiles were tailored into contemporary forms using a storytelling approach to convey community identity and collaborative relationships within the enterprise network. Market testing with target consumers indicated that the prototypes are highly marketable across all aspects of the marketing mix: product, price, promotion, and distribution channels. This reflects the potential for community textile products to be commercially scaled up, supporting tourism and creating stable and sustainable income for communities in Chiang Mai Province.
Conclusions: Participatory development processes are an important mechanism for bridging cultural capital, local knowledge, and production networks to create textile products that effectively reflect community identity. The developed product prototypes received high levels of acceptance from consumers in all aspects, reflecting their potential to upgrade community products for commercial applications and to promote community-based tourism through textile products.

The Role of Online Reviewers and the Impact of Online Reviews on Marketing Promotion Tourism in Andaman Coast Provinces : Delphi Technique

Kittiwat Rattanamanee — 2026-06-30

Background and Objectives: Within the framework of Thailand’s National Strategy and the Thirteenth National Economic and Social Development Plan, the country seeks to position itself as a high-quality and sustainable tourism destination in line with SDG 12. This is particularly relevant to the Andaman coastal region, where tourist behavior has shifted toward smaller groups with higher spending power in the post-COVID-19 period. While online reviews exert considerable influence on travel decision-making in the digital age, there is still a lack of in-depth research examining the role of reviewers as a key mechanism within the 4E’s marketing framework in promoting sustainable tourism development in the region. This research aimed to: 1) study the roles and impacts of online reviewers on the promotion of tourism marketing of the Andaman coast provinces 2) study the appropriate 4E’s marketing strategies for the promotion of tourism marketing of the Andaman coastal provinces, and (3) propose guidelines for promoting the roles of online reviewers on the promotion of tourism marketing of the Andaman coastal provinces.
Methods:This research was qualitative research using the Delphi technique by collecting opinions from experts, including domestic and international academics with knowledge and experience in tourism management and communication management, obtained by purposive sampling, with a total of 14 persons. Data were collected on the roles and impacts of online reviews, the new 4E marketing strategy consisting of creating experience, exchange, everyplace, and engagement and the guidelines for promoting the roles of online reviewers, in three rounds: Round 1, open-ended questions to ask for opinions, data analyzed by content analysis; Round 2, assessment of appropriateness with a rating scale questionnaire; Round 3, verification of experts’ opinions to confirm opinions with a rating scale questionnaire, data analyzed by median and interquartile range.
Results: The research findings found that experts reached a consensus that all issues were consistent and had opinions on the roles and impacts of online reviewers on the promotion of tourism marketing of the Andaman coastal provinces, the new marketing concept 4E’s, and the guidelines for creating economic value in promoting the roles of online reviewers on the promotion of tourism marketing of the Andaman coastal provinces as being appropriate at a high to highest level. Policy recommendations: The government sector should have specific projects to support the growth of reviewers who promote cultural, natural, and community-based tourism sustainably and create a reviewer certification system under the supervision of the Ministry of Tourism in order to screen and promote the dissemination of accurate information.
Application of this study: The findings can be applied across three dimensions. First, at the policy level, they may provide a framework for developing government-supported certification systems for professional reviewers to enhance the credibility and quality of tourism information. Second, at the local level, the results may support the development of local reviewers’ storytelling competencies, enabling them to communicate authentic destination narratives that strengthen community identity and create added value. Third, at the technological level, tourism businesses may integrate the 4E’s marketing framework with emerging technologies such as AI and VR to deliver immersive pre-travel experiences and enhance tourists’ decision-making processes.
Conclusions: The findings indicate that online reviewers have become a critical and influential mechanism in promoting tourism in Thailand’s Andaman coastal provinces, as consumer behavior is increasingly shaped by social media engagement. The 4E’s marketing framework enables a transition from a traditional focus on products and services toward the creation of meaningful and memorable experiences for tourists. Such an approach not only strengthens brand loyalty but also contributes to sustainable tourism development by generating economic value while preserving and promoting local cultural identity.

Sustainable Preservation in Creative Cities: A Structural Equation Model of Memorable Experience, Perceived Value, and Thai Tourist Behavior in Phuket Old Town

Benjamaporn Chumnanchar — 2026-06-30

Background and Objectives: The creative city now shows a significant influence on tourists’ decisions to visit the destination in search of an extraordinary tourism experience. This study aims to determine the causal relationship between determinant factors affecting the sustainable preservation of old town, creative city management, memorable experiences, and perceived value of Thai tourists in Phuket Old Town.
Methods: The study was conducted using quantitative methodology. The samples were collected utilizing purposive sampling and comprised 400 tourists traveling to the Phuket old town area. Data were collected using a questionnaire and analyzed using descriptive statistics: frequency, percentage, and standard deviation. Inferential statistics, including exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modeling (SEM), were employed to examine the measurement and structural relationships within the data.
Results: Results demonstrated that the exploratory and confirmatory component analyses confirmed that all factors had a statistically significant level of 0.05. The results of the analysis demonstrate that the proposed model fits the empirical data exceptionally well. This is confirmed by the goodness-of-fit indices, where the CFI (0.978) and TLI (0.967) are both well above the standard threshold of 0.90, indicating a strong model fit. Additionally, the RMSEA value of 0.052 falls within the acceptable range (typically < 0.06), further validating the model's accuracy in explaining the structural relationships between tourism management, tourist experiences, and sustainable preservation efforts in Phuket Old Town. The study successfully validated a structural model that explains the relationships between creative city management, memorable experiences, sustainable preservation and perceived value of Thai tourists efforts in Phuket Old Town.
Conclusions: The sustainable preservation of old towns relies on creative city management, memorable experiences, and perceived value. Active heritage protection is fundamental to achieving Sustainable Development Goal (SDG) 11 (Sustainable cities and communities). Additionally, well-preserved heritage sites generate community income through cultural tourism, which directly supports SDG 1 (No poverty) and SDG 8 Decent work and economic growth. However, achieving long-term sustainability presents significant challenges, primarily because old towns cannot depend exclusively on tourism. True sustainable development requires preservation strategies that actively support local residents and accommodate a diverse range of daily activities. To meet these modern demands while maintaining their heritage, old towns must integrate innovation and updated infrastructure. This modernization aligns with SDG 9 (Industry, innovation, and infrastructure), ensuring that the area remains a functional, thriving space for its community rather than functioning solely as a tourist attraction.

Enhancing English Communication Skills of Restaurant Entrepreneurs in the Phuket Old Town Community through Online Lessons to Promote Lifelong Learning

Siripa Thanyaphaisan — 2026-06-30

Background and Objectives: Phuket Old Town is one of Thailand’s most significant tourist attractions and a globally recognized destination, renowned for its Sino-Portuguese architecture, multicultural way of life, and diverse local culinary heritage. These unique cultural attributes serve as key attractions for high-quality international tourists. However, many local restaurant entrepreneurs continue to face challenges in English communication, which is essential for effectively conveying the cultural value of local cuisine and providing quality hospitality to international visitors. This limitation suggests that local cultural capital has not yet been systematically transformed into communicative capital that can effectively support tourism development. The purposes of this research were to 1) study the cultural context and knowledge of Phuket’s local culinary and 2) develop a training manual and online English communication lessons for restaurant entrepreneurs to enhance their English communication skills for high-quality foreign tourists and to promote lifelong learning.
Method: This research adopted a mixed-methods approach, combining qualitative and quantitative research methods. The sample consisted of 1) 40 restaurant entrepreneurs selected through purposive sampling and 2) 10 tourism stakeholders in the Phuket Old Town selected by Purposive sampling. The research instruments included observations of the local culinary context, group discussions, focus group interviews, satisfaction surveys, and English communication skills assessments. Qualitative data were analyzed using content analysis, while quantitative data were processed using descriptive statistics, including mean, percentage, and standard deviation.
Results: The results revealed that 1) Local Culinary Knowledge of Phuket, including both savory and sweet local dishes was compiled into a bilingual (Thai-English) electronic book (E-book) to be disseminated as a resource for cultural and language learning, and 2) The training manual and online English communication lessons under the course “English for Restaurant Staff”, consisting of six modules, significantly improved learners’ academic performance and satisfaction at a high level. In addition, the HUSO MOOC platform was evaluated as an effective channel for lifelong learning and for enhancing restaurant entrepreneurs capacity to communicate effectively with foreign tourists.
Application of this study: The findings demonstrate the potential of integrating local cultural knowledge, digital technology, and English language pedagogy to create innovative learning models aligned with the local context, promote high-quality tourism and promote sustainable community economic development. The outcomes indicate that entrepreneurs were able to apply the English communication innovations learned from the training to real business practices and improve their service to foreign customers more effectively. In addition, enhances customer satisfaction and generates sustainable income for local businesses, while also creating social and economic value for the community through new learning content, innovative pedagogical approaches, and the use of online technology to expand educational opportunities.
Conclusions: This research contributes new knowledge and highlights the uniqueness of a learning innovation aligned with Phuket’s local context through the development of a training manual and online English lessons under the English for Restaurant Staff, delivered via the HUSO MOOC platform. It promotes lifelong learning while systematically integrating cultural knowledge, digital components, and English language instruction to drive high-quality tourism development and support sustainable community-based economic growth.

Strategic Cost Management on the Performance of Swine Farmers in Trang Province

Saowalak Sriplod — 2026-06-30

Background and Objectives: Swine farming is an economically significant agricultural activity; however, farmers frequently face challenges related to rising production costs and insufficient cost management practices, which adversely affect their operational performance. This research aimed to: (1) examine the level of strategic cost management among swine farmers in Trang Province; (2) assess their operational performance; (3) investigate the relationship between strategic cost management and operational performance; and (4) determine the effects of strategic cost management factors on the operational performance of swine farmers in Trang Province.
Methods: This study employed a quantitative research design. The population consisted of swine farmers registered in Trang Province. Data were collected from a sample of 396 farmers using a structured questionnaire as the research instrument. The questionnaire was validated for content validity and reliability prior to data collection. Data analysis involved descriptive statistics, including mean and standard deviation, and inferential statistics comprising multiple correlation analysis and multiple regression analysis.
Results: The findings revealed that: (1) the overall level of strategic cost management was high, with feed cost management receiving the highest mean score (x̄= 4.16); (2) the overall operational performance was at the highest level, with profitability being the highest-rated dimension (x̄ = 4.22); (3) strategic cost management was positively correlated with operational performance at a statistically significant level of 0.05; and (4) strategic cost management factors—namely land cost, equipment cost, feed cost, vaccine cost, utility cost, and breeding stock cost—had a statistically significant positive effect at the 0.05 level on operational performance. The regression model could predict 60.60% of the variance in performance (Adj-R² = 0.606).
Application of this study: The findings provide practical guidelines for swine farmers, agricultural cooperatives, and relevant government agencies in designing cost management strategies tailored to the agricultural sector. Policymakers may apply these results to develop support programs that enhance farmers' cost planning efficiency and strengthen their long-term competitiveness.
Conclusions: Strategic cost management plays a critical role in enhancing the operational performance of swine farmers in Trang Province. Effective management of key cost components—particularly feed, vaccine, and breeding stock costs—significantly contributes to increased income, improved profitability, and long-term economic sustainability in the agricultural sector.

Design Development of Woven Textile Motifs and Lifestyle Products Reflecting the Cultural Identity of Khok Prong Community, Wichian Buri District, Phetchabun Province

Arnut Siripithakul — 2026-06-30

Background and Objectives: The Khok Prong community in Phetchabun Province possesses distinctive traditional weaving skills and local identity; however, these cultural assets have not been systematically applied to contemporary product development. Transforming community identity into innovative textile patterns and marketable lifestyle products can strengthen both cultural preservation and local economic sustainability. This research therefore aimed to: (1) explore the local identity of the Khok Prong community in Phetchabun Province; (2) apply innovation and design principles to develop woven textile patterns inspired by the community's identity; and (3) create lifestyle product prototypes from Khok Prong textiles and evaluate satisfaction with both the patterns and the products.
Methods: A mixed-methods research design was employed, integrating qualitative and quantitative approaches. For the qualitative component, in-depth community exploration was conducted to identify local identity elements, followed by the application of design theory to develop three woven textile pattern prototypes inspired by geometric forms and the native Prong plant (Cycas sp.). Five lifestyle product prototypes were subsequently developed, taking into account the fundamental weaving capabilities of community artisans. Structured expert interviews were conducted to evaluate and validate both the pattern and product designs. For the quantitative component, a satisfaction survey was administered to 100 participants using a structured questionnaire covering four evaluative dimensions: woven textile pattern design, lifestyle product design, representation of local identity, and marketing value.
Results: The findings revealed high levels of satisfaction across all four dimensions. Marketing and value received the highest mean score (x̄ = 4.71), followed by representation of local identity (x̄ = 4.70), lifestyle product design (x̄ = 4.59), and woven textile pattern design (x̄ = 4.53). The overall mean score across all dimensions was 4.63, indicating the highest level of satisfaction. Expert evaluations further confirmed that the pattern designs effectively captured the community's cultural identity while maintaining aesthetic quality suitable for commercial application.
Application of this study: The developed patterns and product prototypes can be directly adopted by the Khok Prong weaving community to enhance their textile design practices and expand production for commercial distribution. The design process, which emphasized the practical skills of local artisans, serves as a replicable model for other weaving communities seeking to develop culturally grounded lifestyle products. Additionally, the findings provide a framework for government agencies and community development organizations supporting creative economy initiatives in rural areas.
Conclusions:This research successfully achieved all three stated objectives. The integration of local identity, design innovation, and community weaving skills resulted in textile patterns and lifestyle products that received the highest levels of satisfaction from participants. The outcomes demonstrate that community-based textile traditions can be effectively transformed into contemporary, marketable products while preserving cultural heritage and strengthening the local economy.

Comparative Roles of Content Analysis and Thematic Analysis in Qualitative Social Research

Pennapa Sukserm — 2026-06-30

Background and Objectives : Content analysis and thematic analysis are important qualitative research methods used to study complex phenomena or textual data. However, some researchers may still be confused about the characteristics, purposes, procedures, and contexts of use of these two methods. So, this academic article aims to present a comparative overview of content analysis and thematic analysis, focusing on their definitions, procedures, strengths, limitations, and guidelines for selecting the method appropriate to the research objectives.
Methods : This article was developed through a comprehensive review of scholarly literature, methodological texts, and empirical studies related to content analysis and thematic analysis. Relevant concepts, theoretical foundations, analytical procedures, and applications within qualitative social science research were systematically examined and synthesized. The reviewed literature was subsequently compared across multiple dimensions, including research objectives, data management strategies, coding processes, analytical focus, interpretation, and presentation of findings.
Results : The synthesis revealed that content analysis primarily focuses on the systematic identification, classification, coding, and examination of patterns within textual data. It enables researchers to organize large volumes of information into meaningful categories and may incorporate both qualitative interpretation and quantitative descriptions, such as frequencies of words, concepts, categories, or recurring patterns. Consequently, content analysis is particularly useful for examining communication content, identifying trends, and comparing textual characteristics across different contexts or time periods. In contrast, thematic analysis emphasizes the interpretation of underlying meanings embedded within participants’ narratives and experiences. Through a recursive process of familiarization, coding, theme development, review, and refinement, thematic analysis generates themes that capture the essence of participants’ perspectives and social realities. The method is especially valuable for exploring attitudes, perceptions, emotions, experiences, and sociocultural contexts. Although both methods involve coding and categorization of textual data, they differ substantially in analytical depth, interpretive orientation, and expected outcomes.
Application of this study : The body of knowledge from this article can serve as a guideline for qualitative research in selecting content analysis or thematic analysis appropriate to the research questions and data characteristics.
Conclusions : Content analysis and thematic analysis are complementary qualitative methods that contribute significantly to the understanding of social phenomena. While content analysis provides a structured approach to identifying and describing patterns in data, thematic analysis offers deeper interpretive insights into participants’ meanings and lived experiences. The choice between these methods should therefore be guided by the nature of the research problem, the characteristics of the data, and the intended analytical outcomes. A clear understanding of their similarities and differences can improve methodological appropriateness and strengthen the quality and credibility of qualitative research.

Communication of Buddhist Principles that Promote the Rule of Law in the Pasak Chonlasit Dam Project

Puthabarwee Boonyawantung — 2026-06-30

Background and Objectives: In modern society, many people view life as a struggle between personal gain and its impact on others, leading to ripple effects across society, including the workplace, family, and governance. These circumstances have contributed to increasing social conflicts, inequality, and challenges in maintaining justice and social harmony. Therefore, promoting moral values alongside legal principles has become increasingly important in addressing these issues and fostering sustainable social development. The rule of law, as envisioned by His Majesty King Bhumibol Adulyadej (Rama IX), focuses on selecting Buddhist principles to develop individuals and address problems in various social contexts. His royal vision emphasized that legal principles should be accompanied by moral integrity, compassion, responsibility, and public-mindedness in order to achieve good governance and social peace. The integration of Buddhist teachings with the rule of law provides practical guidance for individual conduct as well as institutional and community development. This research aims to study: 1) the communication of Buddhist principles that promote the rule of law; and 2) the application of the rule of law in the Pa Sak Chonlasit Dam project, which serves as an example of applying the royal philosophy to promote effective governance, public participation, and sustainable resource management.
Methods: This is a qualitative research study using secondary data and content analysis, conducted according to the research objectives.
Results: The research findings indicate that the success of the Pa Sak Chonlasit Dam project stems from the fairness received by the people at every stage of its implementation. This dam serves as a case study reflecting how the rule of law is consistently integrated into His Majesty's working principles. His Majesty's approach employed the middle path, rationality, and the ability to manage risk. Comparing the three aspects of the project's success the implementation, the benefits to the local population, and the overall project achievement these three components are aligned, mutually reinforcing, and contribute to the sustainable development goals in all five areas.
Application of this study: The working methods of His Majesty King Bhumibol Adulyadej truly reflect the application of the rule of law. Through his work, he incorporated principles that promoted the rule of law a legal framework used to control and establish rules for people to live in society fairly. The principles he applied to the rule of law were integrated into his own "development goals."
Conclusions: His Majesty's working method employed the four Buddhist methods of communication to explain to the officials responsible for the project and the people affected by land expropriation in the dam construction area. The goal was sustainable development, fostering correct understanding through the principle of Yonisomanasikara (wise reflection) at the ethical level. The principles that promoted cooperation and unity were the Six Principles of Saraniya Dhamma and the Seven Principles of Aparihaniya Dhamma. His Majesty demonstrated exceptional ingenuity in integrating these principles into his work, demonstrating a democratic approach and achieving the five sustainable development goals.