Parichart Journal

Trading Community, Seaport, and Center of the Royal Navy of the Kingdom of Siam: The Importance of "Trang" from the Middle Ayutthaya Period to the Early Rattanakosin Period

Pornchai Nakseethong — Sat, 18 May 2024 00:00:00 +0700

This academic article aimed to study the importance of Trang as a maritime trading community, a port city, and a center of the Royal Navy of the Kingdom of Siam from the middle Ayutthaya to early Rattanakosin periods as shown in historical documentsม such as contemporary map local documents, records of foreign travelers, and documents of the Siamese royal court based on a historical methodology. According to the study’s findings, the historical documents revealed the importance of Trang's geopolitical factor as a condition that made "Trang" a trading community and a station for navigation on the western seaboard. Later in the 21^st - 23^rd Buddhist centuries, maritime trade expanded more and more, resulting in "Trang" becoming the port city and the center of maritime trade on the western side of the Kingdom of Siam. Meanwhile, Trang's status has changed from being just a city at the end of a border checkpoint to becoming the center of the fleet of the Kingdom of Siam.

Revolutionary Learning Management to Foster Global Future Skills

Chawalit Kodsiri, Wachira Kruekamai — Tue, 21 May 2024 00:00:00 +0700

This article proposes a revolutionary learning management designed to foster global future skills by means of blending advanced educational concepts, future-oriented world skills, and futuristic learning methods. This approach necessitates a transformation from traditional learning management formats and methods to a new one, which emphasizes learner-centered processes and encourages learners to develop their essential skills across four key dimensions: 1) knowledge, 2) skills, 3) attributes, and 4) values. These dimensions also take cognitive, social-emotional, and digital technology skills into account with a focus on diverse learning activities. The transformation empowers scholars, education personnel, and others involved to be able to intentionally design learning management formats and methods that will keep pace with changes and foster necessary skills in an increasingly volatile and complex world. It significantly contributes to the development of digital citizenship as well. The appropriate transformation can enable learners to efficiently develop their essential skills for the future workforce.

Enhancing Potential of Innovation Community Strengthening, Songkhla Province

Sat, 18 May 2024 00:00:00 +0700

The research aimed to develop local resources development in communities which are considered to be a grassroot economy leading to sustainable creative economic growth. This is achieved through collaborative efforts among various organizations to enhance the potential of innovative communities in Songkhla Province, both quantitatively and qualitatively in participatory action research. The focus is on expanding the areas of community enterprise groups that nurture stingless beekeeping. This initiative covers 30 groups across all 16 districts of Songkhla Province. The goals are to increase the number of registered farmers engaged in stingless beekeeping to no less than 1,000 individuals and to provide over 20,000 stingless beekeeping boxes. Additionally, efforts are made to develop these community enterprise groups to attain certification under the GAP, FDA and Halal certifications. This includes training local innovators who will lead in adapting suitable technologies for further dissemination among new agricultural groups in both Songkhla Province and the network of 7 southern provinces, ensuring the sustainable learning and adoption of these practices.

The The Study of Local Identity for Brand Design for Image-Building towards Consumer Acknowledgement : A Case Study of Bang Nang Lee Subdistrict, Amphawa District, Samut Songkhram Province

Sopa Nudang, Wilailak Binder, Saneh Sompoangeon, Vorachat Busamsai — Tue, 21 May 2024 00:00:00 +0700

The objectives of this research paper were to: 1) study and analyze Bang Nang Lee Sub-district's identity, 2) implement Bang Nang Lee’s identity in the brand design, and 3) analyze the perceptions of Bang Nang Lee's brand products. A Mixed-method research was utilized in the study. The samples included 306 tourists and 31 main informants on research. The areas under study were purposefully chosen. The data collection tools included observations, interviews, group discussions, assessment forms, and questionnaires. The quantitative data were analyzed using descriptive statistics, including frequency and percentage. The qualitative data were analyzed using content analysis. The results of the research revealed as follows. 1) The local identity of Bang Nang Lee consisted of physical identities that were physical characteristics, which was considered to be Bang Nang Lee's strength. Also, the intangible identity involved community wisdom, beliefs, faith, social activities, traditions, and culture that developed into local people’s attachment and mutual memory. 2) The transference of Bang Nang Lee sub-district identity to develop a brand that was applied in brand design gave artistic elements symbols from both concrete and abstract forms identity, which were color themes, shape groups, texture groups, and text groups. Then, they were used to design a brand named "Nang Lee." These were evaluated and found that they were appropriate and the appropriateness was rated at a high level. 3) The analyzed data on the consumer perceptions towards the brand images was also found at a high level.

Knowledge and Attitudes of Social Sciences and Humanities Researchers Toward Principles of Research Ethics and Ethics Review Application

Duangwilai Thaitae, Sirinya Phulkerd — Tue, 21 May 2024 00:00:00 +0700

Undertaking Social Sciences and Humanities research that involves collecting data on or from human participants involves an ethical review from the Institution Review Board. Researchers’ knowledge and attitudes toward an ethical review process is a crucial component in research ethics. The objective of this study was to investigate knowledge and attitudes toward principles of research ethics and an ethical review process among Social Sciences and Humanities researchers. This qualitative study was conducted, using semi-structured interviews with 29 researchers in Social Sciences and Humanities who seek the ethical review from the Institutional Review Board (IRB) of Institution for Population and Social Research at Mahidol University Thailand during July 2020 – December 2021. Interview data was analysed using thematic analysis. The results showed that participants placed importance on knowledge on confidentiality, respect for person, benificence, justice, informed consent, accuracy in research methodology and criteria for the IRB approval that increased the chances of getting the approval. The participant’s attitudes appeared to focus toward good ethical practices in research, proper ethical review process, and knowledge and expertise of the IRB committee. The findings suggest a need for research ethics mechanisms for improving researcher capacity with respect to knowledge and practices in research ethics and methodology. The IRB capacity strengthening is also important to ensure that the appropriate ethical standards are upheld and the researchers increase their knowledge and postitive attitudes toward obtaining an IRB approval.

/sòt/ : A Polysemy in Contemporary Thai

Bhasrvarin Iamsa-ard — Sun, 26 May 2024 00:00:00 +0700

This research article aims to examine the use of the word /sòt/, a polysemy in contemporary Thai from the Thai National Corpus and 3 social media, namely Facebook, TikTok, and Twitter or X. The article studied 3 issues: positions and functions, semantics, and word formation dynamics. Analyzing the positions and functions of /sòt/ in contemporary Thai is based on sentence frames and semantic criteria. The results found 2 positions and functions of /sòt/: 1) the postposition of nouns: sub-intransitive verb word-class with the content word function; and 2) the postposition of verbs: adverb word-class with modifier function. The study of the semantics of /sòt/ in contemporary Thai is based on componential analysis. The results found 6 semantic feathers: 1) 4 semantic feathers’ postposition of nouns: sub-intransitive verb; and 2) 2 semantic feathers’ postposition of verbs: adverb word. Furthermore, the study found compound words from /sòt/. The word formation dynamic of /sòt/ is driven by combining /sòt/ with other elements, which extends the word’s meaning. Compounding forms are divided into 1) compound words from different words and 2) compound words from similar words.

The Restoration and Transfer of Knowledge on Indigofera Tinctoria Cultivation and Indigo Paste Making for Improving Indigo-Dyed Fabrics Products in Pattani Province

Narawadee Lohajinda — Sat, 25 May 2024 00:00:00 +0700

The objectives of this research were to collect the data pertaining to the history of Indigo relevant to ancient Pattani city, to transfer the knowledge of cultivating Indigo plants to community members of Panare District in Pattani Province, and to study the techniques and methods of fabrics dyeing with natural Indigo that corresponded to creating jobs for the members within the community. The result on the Indigofera cultivation experiment in 1 rai of rice field in 110 days exhibited that indigo yields could be harvested for 760 kilograms while the fermented Indigofera tinctoria to produce indigo texture gained 75 kilograms of weight. Therefore, the fermentation of 10 kilograms indigo leaves with 40 liters of water and 500 grams of lime paste could produce 1 kilogram of wet indigo averagely. The result from making the indigo paste pot experiment using local materials showed that the pH value to measure alkaline water from four types of ashes were ranged from 10-12. The findings appear that prototype products could be developed and utilized local fabric weaving, leading to the creation of added value through the research process.

Marketing Communication Through Brand Storytelling of The Communitique Products in Phayao Province

Winayaporn Bhrammanachote — Sat, 25 May 2024 00:00:00 +0700

This study constitutes a research and development method (R&D) aiming at refining marketing communication strategies through the product storytelling of communitique products in Phayao Province. The research instruments comprised the interviews on marketing communication preferences through the product storytelling related to community identity, as well as focus group discussions to exchange information and insights regarding communitique products and conveyed identity through storytelling. By using a specific purposive sampling method, the sample group involved 20 community product entrepreneurs. Content analysis for qualitative data was employed. The findings revealed that (1) the entrepreneurs aspired to possess their own product brand, name their products through storytelling, and desire contemporary publicity reaching diverse consumers; (2) critical components of the communitique product storytelling in Phayao Province necessitated having a product brand, narrative communication, product promotion, and preferred marketing communication channels; (3) the prototype marketing communication strategy through the storytelling of communitique products in Phayao Province comprised five steps: brainstorming to identify strengths, weaknesses, opportunities, and threats; identifying communication strategies for marketing; integrating various crucial components of communitique products through storytelling; training community entrepreneurs in product presentation channels; and evaluating and adjusting the strategy outcomes. The prototype marketing communication prototype through storytelling of communitique identity developed herein can be utilized to promote the communitique products in Phayao Province, emphasizing product quality, distinctiveness, and the use of various media to craft compelling narratives.

The Backchannel Functions in Conversations among Korean Learners of Thai as a Foreign Language

Phongsatorn Surin, Pornchai Techa — Mon, 27 May 2024 00:00:00 +0700

This research article aimed to analyze the functions of backchannels used by Korean learners of Thai. The objective was to address questions regarding the function of backchannels in Thai conversations and whether these backchannels facilitate communication in the target language. The study, conducted by collecting data from conversations in the “Cullen HateBerry” channel, analyzed and presented the data according to qualitative research methods. The result of the study revealed that Korean learners used backchannels in two ways: through reconstruction and based on the target language. The reconstructed backchannels encompassed both non-lexical and lexical forms, conveying agreement, expressions of gratitude, emphasis, insistence, and queries. The study suggests that non-lexical backchannels tend to be inconsistent with the target language because they operate at a pragmatic functional level, which is a culture-specific code and cannot convey the semantic meaning. In contrast to lexical backchannels, which convey content meaning, non-lexical forms exhibit semantic meaning clearly. Consequently, non-lexical backchannels, when transferred from the mother tongue, tend to be less consistent with the pragmatic understanding of the target language.

The Relationship between Extrinsic and Intrinsic Motivation and Turnover Intentions in Pharmaceutical Companies in Bangkok, Thailand: Insights from a High Turnover Rate Context

Thatchaporn Sinsakjarungdej, Teerasak Khanchanapong — Tue, 28 May 2024 00:00:00 +0700

During the COVID-19 pandemic, the average turnover rate in pharmaceutical companies in Thailand has been consistently higher than that in other industries. Therefore, this research aimed to study the relationship between motivational factors and turnover intentions in pharmaceutical companies in Bangkok. Data collected from 231 samples were analyzed by using multiple regression analysis. The results showed that all seven motivational factors, namely financial compensation, perception of organizational support, organizational commitment, remuneration growth, career goal progress, promotion speed, and professional ability development, had a significantly negative effect on the turnover intention of medical representatives in Bangkok. Particularly, remuneration growth was the most influential predictor of medical representatives' turnover intention, followed by financial compensation, organizational commitment, perception of organizational support, professional ability development, promotion speed, and career goal progress. This research, hence, contributes to self-determination theory (SDT) by confirming that both extrinsic and intrinsic motivations lead to employee turnover intention. The research findings can be useful for pharmaceutical companies in Bangkok in reducing medical representatives' turnover rate, and in turn human resource management costs. Further study on additional factors, such as organizational culture and social relationships among employees, should be considered.

Key Sustainability Executive Competencies: A Case Study of Listed Companies on the Stock Exchange of Thailand

Sanit Noonin — Tue, 28 May 2024 00:00:00 +0700

This research aimed to analyze key sustainability executive competencies. This research was a qualitative study that used a case study approach. Data was collected through in-depth interviews by using the interview guide with executives working on corporate sustainability from 12 organizations listed on the Stock Exchange of Thailand (SET). Data analysis was content analysis. The results showed that the key sustainability executive competencies consisted of three areas. 1) Concerning knowledge, this included the concept of sustainability, laws and standards related to sustainability, and organizational business throughout the value chain. 2) Regarding skills, they comprised strategy, project management, innovation, coordination and teamwork, data management, communication, and lifelong learning. 3) Pertaining to attributes, these included a passion for sustainability issues, understanding and empathy for others, and patience. These findings may help to create an executive key competency model for business organizational sustainability in the Thai context, with businesses and related organizations applying these results to develop key executive competencies for corporate sustainability to increase success and create value for both organizations, including Thai and world societies.

Writing Techniques in Magical Realism Literary Works of S.E.A. Write Award Finalists, 1996 – 2021

ZHANG QI, Jansuda Chaiprasert — Tue, 28 May 2024 00:00:00 +0700

This article aimed to study writing techniques in magical realism literary works of the S.E.A. Write Award Finalists, during 1996 – 2021. Seven novels and thirty short stories were studied. The study found techniques of merging rational facts with magical surreal factors in literary elements of plot, characterization, and setting as the following. 1) Concerning plot, this included a mission leading to

finding magical objects; characters encountering with magical phenomena, without clues or causes, accepted by people as normal public happenings; and telling of magical narratives, unproven and indistinct between reality and magic. 2) Regarding characterization, the realistic characters were presented as ordinary people in the society, and interacting with magical realistic characters, who were humans; animals; plants; things; or spirits in the real world with special characteristics or abilities. 3) Pertaining to setting, it was based on real locations added with magical events linking to historical period. Readers would assume the realistic magical events in historical timeline, uncertain whether the events happened or not. Besides, some magic was created on ancient beliefs, and this merged the realistic and the magical undividedly.

The Study on Content and Literary Sense of Klon Lan in Trang Province

Penkhae Saelim, Suwapat Tullayanit, Trairat Techato, Supaporn Klaichim — Tue, 28 May 2024 00:00:00 +0700

This qualitative research aimed to (1) examine general information of Klon Lan in Trang Province and (2) to analyze its content and literary sense in Trang Province. In-depth interview and focus group were utilized for data collection. Analytical description was used for data analysis. Subjects were those taking part in Klon Lan in Trang Province. Researchers used a snowball or chain sampling to gain research subjects. Research results showed that Klon Lan was a folk poem with no written history has been recorded. In the past, it was used to sing in inauspicious events at night by sitting round on the ground and singing poems. At present, however, it could be sung both in auspicious and inauspicious events. The purpose and content of singing depended on the event and/or chance. The poet needed to have the ability to use language well with tactfulness and nice voice. As for its social values, Klon Lan had the content that reflected way of life, belief, culture, tradition, and values of the local people. In the literary sense, the results revealed that Klon Lan is the poem with rhyme and rhythm like Klon Paet. The use of language in poems included both southern and standard Thai words depending on contents and chances. Repetitions of words, rhetorics and idioms were used in singing Klon Lan to achieve poetic flavor. Moreover, this poem used high and low tones, long and short voices, leading to the beautiful melody.

The Development of Prospective Entrepreneurs' Franchise Purchasing Intentions Model Using Binary Logistic Regression

Arunee Lertkornkitja — Wed, 29 May 2024 00:00:00 +0700

This study aimed to (1) explore factors influencing franchise purchase intention and (2) develop a model of franchise purchase intention among those interested in becoming entrepreneurs. Data were obtained from 307 attendees of the Thailand Franchise and Business Opportunity at the Bangkok International Exhibition and Convention Centre. The binary logistic regression technique was used to analyze the data. The findings revealed that the following four variables, namely franchise knowledge, credibility, franchise experience, and brand commitment, could explain and predict franchise purchase intention at 0.05 statistical significance. The accuracy of the model in correctly predicting was 84.3. The findings of this investigation can be leveraged by franchise owners to develop and implement business plans according to the expectations of their customers.

A Quantitative Study on Noun Clauses in Applied Linguistics Research Articles between Q1 SCOPUS and TCI 1 Databases

Abhinan Wongkittiporn — Wed, 29 May 2024 00:00:00 +0700

This study investigated the syntactic structure of noun clauses, which were made up of their form, meaning and use. The study sought the correlation between noun clauses and three linguistic variants, such as the overt complementizer that, the semantic denotations of non-subjectivity and the preferences of noun clause. The data under study included 20 applied linguistics research articles taken from System and Journal of Studies in the English Language. There were 123 noun clauses available in this study. The data were analyzed by using the SPSS 29 with the inferential statistic tool called Pearson Correlation. The results clearly showed that there was a statistically significant relationship between noun clauses and the overt complementizer that, both in System and Journal of Studies in the English Language where their p-values were reported at .000 and .025, respectively. In addition, a statistically significant relationship between noun clauses and expressions of non-subjectivity was shown in System where the p-value was reported at .033. However, this significant relationship was not found in Journal of Studies in the English Language. The results of this study were explained by the principle of formality and pragmatic discourse of given and new information. It is expected that the results in this study will be useful for learners of English as a Foreign Language (EFL) in terms of applying the structure of noun clauses in applied linguistics research articles correctly and appropriately.