Research and Development Journal, Loei Rajabhat University

Street Art: Aesthetic Spaces and Driving Cultural Tourism in Loei Municipality, Muang District, Loei Province

Thairoj Phoungmanee — Wed, 02 Apr 2025 00:00:00 +0700

Street art is an art form that is mostly created in public areas by artists who are skilled in conveying stories consistent with the employers and the context of the area with the goal to create an atmosphere and drive tourism. For Loei Municipality, there are 2 creative street art areas to support the tourism atmosphere: 1) Ban Hae community area, presenting stories about history, way of life, games, rituals, culture, and traditional customs of the area by painting on the dam walls, house walls, fences, and walls along the main roads of the community where tourists can visit every day. On Sundays, it is connected to Ban Hae Cultural Market; and 2) Phaya Nak Pu Lai Kham area, located in the center of Loei city, presents stories of nature and the environment that connect the stories of Phu Bo Bit and Pu Lai Kham, the naga on the earth that protects Loei and gives good fortune to those who worship the naga. Tourists can visit to experience it all year round. Both street art areas were created by Loei Tarm Loei artists. They used arts science to enhance the beauty, including principles of art composition and aesthetics to plan and implement street art to reach tourists' aesthetic experiences.

Developing Participatory Media Campaigns to Prevent Drinking Alcohol in the Student Group Faculty of Management Science Udon Thani Rajabhat University

Seksun Saiseesod — Wed, 02 Apr 2025 00:00:00 +0700

The research on the development of participatory campaign media to prevent alcohol drinking among students of the Faculty of Management Science, Udon Thani Rajabhat University, aimed to: 1) create campaign media and prevent alcohol drinking among students of Udon Thani Rajabhat University; and 2) study the results of the perception of campaign media and prevention of alcohol drinking among students of Udon Thani Rajabhat University. The research results found that: 1) The developed campaign media to prevent alcohol drinking consisted of 2 stories: Take back alcohol, take back family, and stop drinking and run, using the production process according to the 3 P principle with participation, with advisors providing advice at every step of the production process; 2) The results of the perception of campaign media to prevent alcohol drinking, both stories showed that students were very satisfied with the campaign media to prevent alcohol drinking, with an average of 4.28. As for the awareness of students, it was found to be at a high level when watching the campaign media to prevent alcohol drinking, with an average of 4.17.

Factors Affecting Intention to Use Environmentally Friendly Packaging of Entrepreneurs in the Wednesday Market, Kasetsart University Kamphaeng Saen Campus

Wed, 02 Apr 2025 00:00:00 +0700

The objectives of this study were: 1) to study perception of policy, anxiety, participating in training, receiving advice, and concern in using environmentally friendly packaging; 2) to study self-efficacy, social support, environmental awareness, packaging strategy, and intention to use environmentally friendly packaging; 3) to compare the entrepreneurs’ intention to use environmentally friendly packaging of different personal factors; and 4) to study factors affecting to entrepreneurs' intention to use environmentally friendly packaging. The sample size of people studied in this research was 178 entrepreneurs based in Wednesday market at Kasetsart University Kamphaeng Saen Campus. They were selected using stratified random sampling. The research instrument was a questionnaire. Statistics for data analysis were gathered according to frequency, percentage, mean, standard deviation, independent sample t-test, F - test and stepwise multiple regression analysis. The research result of analysis revealed that: 1) entrepreneurs did not know the encouraging policy of using environmentally friendly packaging of the university, never participated in training or gained knowledge concerning the use of environmentally friendly packaging, concern in using environmentally friendly packaging is that this packaging has higher costs and perceived benefits of using environmentally friendly packaging in terms of helping to preserve the environment and reduce global warming; 2) self-efficacy, environmental awareness, and packaging strategy were rated at a high level. For social support and intention to use environmentally friendly packaging were rated at a moderate level; 3) entrepreneurs with different age, income, sales period and type of goods were affected intention to use environmentally friendly packaging with a statistically significant level of .05, except for gender and educational level; and 4) the factor of self-efficacy, social support, and packaging strategy affect entrepreneurs' intention to use environmentally friendly packaging with a statistically significant level of .05 except for the factor of environmental awareness. The predictive powers were at 48.90 percent (R² = 0.489).

The Roles of Financial Knowledge and Financial Attitude in Saving Behavior of Bangkok's Private Company Employees

Thantip Pojsupap, Kwanrapee Srisai, Thanakorn Tiemudomlerk, Chongchit Saelee — Wed, 02 Apr 2025 00:00:00 +0700

The purpose of this study was to: 1) assess employees' financial knowledge, attitude, and saving behavior; and 2) investigate the impact of these factors on employees' saving behavior of private company employees in Bangkok. Employing a quantitative research design, data were collected from a sample of 400 private company employees using convenience sampling. The frequency, percentage, mean, and standard deviation of the data were used in the analysis. Using the jamovi version 2.3, multiple regression analysis was used to examine the impact of the hypothesized factors.The results showed that the majority of respondents were female, aged 18–30 years, single, with 1–2 dependents. Their income and total monthly expenses ranged from 10,001-20,000 baht per month. Regarding the average monthly savings ratio, they saved 1-10 % of their income. Most employees still had systematic liabilities. The overall level of financial knowledge among respondents was high, while financial attitude and saving behavior reported at a significant level. The analysis confirms that both financial knowledge and financial attitude have statistically significant positive influences on saving behavior. Together, these factors account for 41.2% of the variance in saving behavior.

Motivational Factors Influencing the Publication of Research article by Faculty Members of the Faculty of Management Sciences, Chiang Mai Rajabhat University

Rapichaya Phunataphon, Phathranit Kitthitinan — Wed, 02 Apr 2025 00:00:00 +0700

This quantitative research aimed to investigate the motivational factors influencing the publication of research articles by faculty members of the Faculty of Management Sciences, Chiang Mai Rajabhat University. Data was collected through questionnaires distributed to a total of 70 faculty members. Analyzed using descriptive statistics to calculate percentages and means, while inferential statistics, were applied through multiple linear regression analysis. The research findings revealed that the majority of the faculty members were female, aged between 41- 45 years, graduated with a master's degree in Thailand. Most of them had 11-20 years of teaching experience, 1-5 years of research experience, and had published, on average, one research article in both national and international journals, but did not yet hold any academic positions. The analysis of motivational factors influencing research article publication indicated that only the factor of career advancement significantly affected the publication of research articles by faculty members of the Faculty of Management Sciences, Chiang Mai Rajabhat University.

Guidelines for Content Creation of Influencer Marketing for Thailand's Tourism Industry

Wed, 02 Apr 2025 00:00:00 +0700

The objectives of this research aimed to: 1) study the challenges and opportunities of influencer marketing for Thailand’s tourism industry; 2) study guideline for content creation in influencer marketing for Thailand’s tourism industry. It is qualitative research using the content analysis methodology. Data was collected through focus group discussions. The key respondents are a group of relevant government agencies in the tourism industry, tourism influencer agencies, and volunteer Thai tourists, totaling 23 purposive selected participants. Thematic analysis was conducted on the data. The study's findings revealed that: 1) influencers act as the primary gatekeepers influencing tourists through various online social media platforms by linking events and stories of products and services to make them known to tourists; and 2) effective influencer content should be authentic and transparent, presenting both the strengths and weaknesses of tourism products and services without manipulation, thereby fostering credibility and trust among audiences. The effectiveness of influencer-generated content is assessed based on reach and engagement metrics, with the content creation process structured into four key phases: identity establishment, quality development, content marketing, and influencer collaboration.

Factors Affecting Intention to Use Electronic Saraban Technology: A Case Study of the Dairy Farming Promotion Organization of Thailand

Kamonwan Rodthap, Kallaya Jairuk, Phathranit Kitthitinan, Nittaya Jariangprasert — Wed, 02 Apr 2025 00:00:00 +0700

This study aimed to: 1) investigate the factors influencing the intention to use Electronic Saraban Technology; and 2) test the influence of these factors on the intention to use Electronic Saraban Technology. The population of this study consisted of clerical staff and those involved in the electronic document management system of each department within the five branches of the Thai Dairy Promotion Organization. The total population was 158 individuals from 78 departments. A questionnaire was designed based on A Model of Unified Technology Acceptance and use of Technology: UTAUT to collect data on the factors affection intention to use Electronic Saraban Technology among the personnel of the Thai Dairy Promotion Organization.Data were analyzed using statistical software to perform descriptive statistics such as frequency, percentage, mean, and standard deviation, as well as inferential statistics, including multiple regression analysis.The results revealed that: 1) most of the population were female, aged 41-50 years or older, held positions from levels 1-5, and were primarily affiliated with the Central Thai Dairy Promotion Office. They had more than 11 years of work experience; 2) The factors that significantly influenced the intention to use Electronic Saraban Technology were perceived usefulness and ease of use. Factors that did not significantly influence the intention to use Electronic Saraban Technology among the personnel of the Thai Dairy Promotion Organization included gender, age, experience, perceived effort, and social influence.

Factors Affecting Farmer’s Extension Needs of Maize Production for Farmers in Nakhonthai District, Phitsanulok Province

Wirat Kongpanna, Nareerut Seerasarn, Bumpen Keowan — Wed, 02 Apr 2025 00:00:00 +0700

This research aims to study: 1) the social and economic conditions of the farmers, 2) The needs for support in maize production, and 3) the factors affecting farmer’s extension needs of maize production for farmers. The population for this study consists of maize farmers in Nakhon Thai District, Phitsanulok Province, who were registered with the Department of Agricultural Extension in 2023, totaling 3,673 individuals. The sample size was determined using the Taro Yamane formula with a .05 of error, resulting in a sample of 361 individuals selected randomly through a simple lottery method. The data collection tool was an interview questionnaire, which had a reliability value of 0.872. Data were analyzed using descriptive statistics, including frequency distribution, percentages, minimum and maximum values, mean, standard deviation, ranking, and multiple regression analysis. The farmers, 57.8% were female, with an average age of 53.74 years and an average of 17.84 years of experience in maize farming. On average, they attended 0.79 training sessions per year on maize farming. The average land area under cultivation was 19.40 rai. The farmers’ overall demand for support was at a moderate level (mean = 3.34). When considering each aspect, the farmers expressed the greatest needs for support in two areas: care and maintenance (mean = 3.73) and production costs (mean = 3.67). The farmers' extension needs of maize production centers around knowledge in care and maintenance and managing production costs. The factors affecting their extension needs are age and farming experience. As farmers grow older and gain more experience, their extension needs of maize production increases.

Factors Affecting Operation of Community Enterprise in Muang Tak District, Tak Province

Jitpisut Kitimool, Nareerut Seerasarn, Benchamas Yooprasert — Wed, 02 Apr 2025 00:00:00 +0700

The main objective of this study was to analyze factors affecting the operations of community enterprises in Mueang Tak District, Tak Province. The population in the study was 265 community enterprise members who registered their community enterprises with the Department of Agricultural Extension in 2023. The sample size was determined. Using Taro Yamane's calculation formula at an error level of .05, a sample size of 160 cases was obtained, simple sampling was drawing lots. An interview form was used as a data collection tool. Data were analyzed using descriptive and inferential statistics, including frequency distribution, percentage, minimum, maximum, mean, standard deviation, ranking, and multiple regression using the Stepwise method. The analysis in this instance uses 5 independent variables, which were: 1) Age; 2) Number years of education; 3) Duration of being a member of the community enterprise Household income; 4) Income from community enterprise activities; 5) The results of the study found that most community enterprise members were female, the average age of 56.16 years, completed primary school. In 2022 community enterprise members, the average household income of 157,200.00 baht/year, income from participating in community enterprise activities averaged 2,526.71 baht/year for multiple regression analysis. It was found that the factors affecting the operation of community enterprises Statistically significant (p< .05) include age, number years of education and household income. Therefore, community enterprises should have plans to develop the skills of elderly community enterprise members and transfer knowledge to children or new generation members, to help develop and expand the operations of community enterprises by using modern technology.