Phuket Rajabhat University Academic Journal

Provision of Tourism Services and Safety for Community-based Tourism

Pornchai Suksirisopon — 2025-11-17

Providing safe tourism services for community-based tourism affects tourist satisfaction thus, preparedness for safe services is essential. This quantitative study employed a set of questionnaires to a sample group of 400 tourists and the data obtained was analyzed using descriptive statistics. Findings revealed a low level of provision for safe, community-based tourism. This was particularly true for effective coordination of services and interpreters, satisfaction with tourism services and safety, management of emergency cases, travel route management, and safe activities.

Preservice Teachers' Reflective Practice and Self-Directed Learning in Teaching Practicum Experience: A Mixed-Methods Study

Jurarat Thammaprateep — 2025-11-17

This mixed-methods study explores the role of reflective practice in fostering self-directed learning (SDL) among preservice teachers during their fully online teaching practicum experience. The study involved 230 students enrolled in the Graduate Diploma Program in Curriculum and Instruction at Sukhothai Thammathirat Open University. Data were collected through the Self-Directed Learning Questionnaire (pre-test and post-test), reflective journals (n=187), and semi-structured interviews (n=12). Quantitative results showed a consistent increase in motivation, self-monitoring, and self-management after the practicum. Thematic analysis revealed that structured reflection through teaching videos, mentor feedback, and peer interaction contributed significantly to SDL development. Teaching practicum contextual factors such as digital supervision platforms and structured self-assessment frameworks were also found to enhance engagement and personal growth. The findings emphasized the importance of integrating reflective practice into teacher education programs to build autonomy, metacognition, and professional identity aligned with lifelong learning.

Linking Performance Appraisal with Sustainable Performance Through Innovative Behaviours: Contributions to SMEs’ Long-Term Viability

Orisa Chumphong — 2025-11-17

This article aims to demonstrate the relevance of existing research on the critical roles of performance appraisal and innovative behaviour. This article explores critical areas within performance appraisal, including its role in promoting sustainable performances through the enhancement of innovative behaviours within in the SME context. The goal is to identify pathways towards more sustainable and efficient practices that enhance the long-term viability of SMEs. To explain these relationships, this article employed a literature review guided by a central research question. This review shows that the interplay between performance appraisal and innovative behaviour can significantly encourage and contribute to sustainability performances, ultimately fostering the long-term viability, particularly in the context of SMEs in Thailand. Furthermore, within the framework of employee performance, this review unpacks the role of performance appraisal in stimulating innovative work behaviours to enhance the overall performance of SMEs, viewed through the lens of their long-term viability. This review also offers several useful policy implications relevant to the growth of SMEs. Hopefully, it is anticipated that this article will be beneficial to practitioners, researchers, and policymakers involved in the context of SMEs, providing a fuller understanding of these concept within specific research fields.

Chinese language identity from commercial signs in business areas in Thai Chinese communities: a case study of Prasarnmaitri Road, Suren Road, and Chatchai Road, Sop Tui Subdistrict, Mueang District, Lampang Province

Nueakwan Buaphuan — 2025-11-17

This study entitled “A study of Chinese language from commercial signs in the Thai-Chinese community, Sop Tui Sub-district, Mueang District, Lampang” aimed to study Chinese writing characteristics and to analyze the structures of Chinese names from commercial signs in the Chinese-Thai community. The scope of the study was studying writing styles, including the language that appeared on commercial signs, the way of reading letters on commercial signs, characteristics of Chinese, Chinese characters appeared on commercial signs, reading accent, the origin of the language on signs, semantic relationships of languages from commercial signs. Furthermore, this study focused on the commercial signs on three roads: Prasarnmaitri Road, Suren Road, and Chatchai Road in Sop Tui Subdistrict, Lampang.

The results showed that there were forty Chinese commercial signs along the three roads in Sop Tui, Lampang. According to Chinese writing style, most of the commercial signs displayed two languages, Chinese and Thai, at 57.5%, the way of reading Thai from left to right and reading Chinese from right to left at 87.5%, the characteristics of Chinese appeared in traditional Chinese characters at 100%. In terms of structural analysis, the color of the Chinese characters appeared in gold at 45%. Mostly, reading accents were Teochew Chinese accent which was at 95%. The information on the signs was the name of the store at 45 %, followed by the name and surname of the person followed by an auspicious word at 40%. In addition, in terms of the semantic relationship of language, most of them were related at 82.5%. However, the languages on the sign had no relationship and had different meanings between Chinese and Thai was at 17.5%.

Factors affecting the elderly people in the Sanook province group’s enhancement of quality of life following the 2019 coronavirus outbreak

๋Jakret Mettathamrong — 2025-11-17

The objective of this research to study the variable that contributes to the elderly people in the Sanook province group’s enhancement of quality of life following the 2019 coronavirus outbreak and to study the factors affecting the elderly people in the Sanook province group’s enhancement of quality of life following the 2019 coronavirus outbreak. Data was gathered from 400 senior citizens 60 years of age and above. PLS-SEM was utillized for data analysis. The results of the study showed that the variable that contributes to the elderly people in the Sanook province group’s enhancement of quality of life following the 2019 coronavirus outbreak consisted of recognizing one’s value, being in a positive frame of mind, safeguarding one’s health, activity, family, getting good service from organizations, and enhancing one’s quality of life. And the following are the findings of a research on variables that directly impact enhancing the quality of life for the elderly: getting good service from organizations, being in a positive frame of mind, recognizing one’s value, and safeguarding one’s health and the following are the findings of a research on variables that indirectly impact enhancing the quality of life for the elderly: being in a positive frame of mind, recognizing one’s value, safeguarding one’s health, and activity

Direct, indirect and total influences types of service to expectations for people of Phuket

Pitsarn Phanwattana — 2025-11-17

The purposes of this research were to study 1. Generality of equitable service, timely service, progressive service, continuous service and expectations of the people of Phuket. 2. The influence of equitable service, timely service, progressive service, continuous service influences with expectations of the people of Phuket. This study was conducted by applying quantitative approach, questionnaire was used to collect data 400 from people of Phuket. The data was analyzed using descriptive statistics and path analysis. The results indicated to answer that 1. Most of people had interacted with or received services from Phuket Provincial Police officers, satisfied with the police service at a middle level. There is a high level of expectation for good service by police officers, by expecting the most equal service and expect continuous service at last. 2. Progressive service had the most direct influences with expectations of the people and the equitable service had the most indirect and total influences with people's expectations.

A Study of Tourist Behavior and the Tourist Journey Model of Eco - Friendly Tourists in Khung Bang Kachao, Samut Prakan Province, Thailand

Sanchai Kiatsongchai — 2025-11-17

The research aims to analyze tourist behavior and to present the tourist journey model of eco- friendly tourists in Khung Bang Kachao, Samut Prakan province, Thailand. Mixed methods were utilized in this research. Content analysis was used to analyze the qualitative data that were gathered through in-depth interviews with 60 eco-friendly tourists. K-Mean Cluster Analysis and descriptive statistics were used to evaluate quantitative data from 400 eco-friendly visitors to Khung Bang Kachao.

The results found that there are 4 types of eco- friendly tourists of Khung Bang Kachao. The majority belong to Generation Y, which was born between 1981 and 1996. The tourist journey model consists of five procedures: 1) Awareness, 2) Consideration and Evaluation 3) Purchase, 4) Repurchase and 5) Loyalty and Advocacy. The tourist journey describes the overall tourist behavior: before the trip, during the trip, and after the trip.

Keyword: Tourist Journey Model; Tourist Behavior; Eco-Friendly Tourists, Khung Bang Krachao

Translation and Validation of a Thai Version of the Superstitious Rituals Questionnaire in Collegiate Athletes

Supatcharin Kemarat — 2025-11-17

This study's purpose was to translate and validate the superstitious rituals questionnaire. The superstitious rituals questionnaire was developed by Bleak and Frederick (1998) and translated into Thai language. This study is on the process of translation. Result indicated that the superstitious rituals questionnaire Thai version was correct and appropriate for Thai athletes. We performed a confirmatory factor analysis. The subjects were 270 collegiate athletes (163 males and 107 females). These students were aged 18 to 25 years. The superstitious rituals questionnaire consisted of 45 items for seven factors; clothing and appearance, fetish, pre-game, game/meet, team rituals, prayer, and coach. Data were analyzed using the mean, percentage, frequency, Cronbach's alpha coefficient and confirmatory factor analysis. This questionnaire was administered in the subjects' sports competition. A confirmatory factor analysis revealed that the good fit model (χ2/df =1.03, RMSEA = 0.01, NNFI = 1.00, CFI = 1.00, RMR = 0.08, GFI = 0.91, AGIF = 0.84). The superstitious rituals consist of seven factors: clothing and appearance, fetish, pre-game, game/meet, team rituals, prayer, and coach. Alpha reliability was 0.95. The conclusion indicates that the superstition rituals questionnaire is suitable for Thai collegiate athletes.

The Effects of Perceived Risks and Environmental Concerns on Consumer Intention to Use Battery Electric Vehicles

Sumana Laparojkit — 2025-11-17

This study aims to examine the perceived risks factor, which includes performance risk, physical risk, time risk, money risk, psychological risk and environmental concerns factor influencing the intention to use battery electric vehicles (BEVs). This quantitative research was conducted on a sample of 400 car consumers in Songkhla, Thailand analyzing data by multiple regression analysis. Results show that performance risk and psychological risk have statistically significant negative effects on the intention to use BEVs, whereas environmental concern has a statistically significant positive effect on the intention to use BEVs. The model explains 18.1% of the variance in intention to use BEVs. Perceived physical, time, and financial risks were not statistically significant. The findings suggest that reducing perceived performance and psychological risks and promoting environmental awareness may be key strategies for enhancing the intention to use BEVs. This study contributes to understanding the factors affecting consumer intention to use BEVs. The government and practitioners may apply policy planning to support the use of BEVs to protect environment, as well as adopting marketing strategies to encourage consumers to use BEVs in greater numbers.

Problems and solutions in promoting small and medium-sized enterprises (SMEs) from government agencies

eakkaluck choophan — 2025-11-17

ABSTRACT

This academic article aims to investigate problems and solutions in promoting small and medium-sized enterprises from government agencies. The results of the study found 3 problems and solutions for supporting small and medium-sized enterprises: 1) government agencies have different missions that different people do. The business value chain system is not fully coordinated. The solution is a joint planning meeting. The upstream unit transmits information to the midstream unit and subsequently to downstream units to enhance coordination; 2) some small and medium-sized enterprises lack of access to funding sources because of incorrectly accounting systems and file tax payments. This causes financial institutions to refuse to grant loans. The solution is that government agencies should seriously campaign for small and medium-sized enterprises to register into the tax system and reach out to help guarantee loans for strong small and medium-sized enterprises lacking sufficient collateral; and 3) Small and medium-sized enterprises are still unable to adapt or use innovative technology to develop in time with the conditions of products from abroad. The solution is that government agencies taking proactive measures to offer services, guidance, and support for technological innovation aimed at fostering product development within small and medium-sized enterprises.