RMUTSB ACADEMIC JOURNAL (HUMANITIES AND SOCIAL SCIENCES)

Editorial statement

Sirilak Prasertkulsak — 2025-06-09

วารสารวิชาการ มทร.สุวรรณภูมิ (มนุษยศาสตร์และสังคมศาสตร์) ปีที่ 10 ฉบับที่ 1 (มกราคม - มิถุนายน 2568) ประกอบด้วย บทความวิจัย จำนวน 9 บทความ และบทความวิชาการ จำนวน 1 บทความ ในฉบับนี้ได้นำเสนอบทความวิจัยความหลากหลายสาขา อยากให้ผู้อ่านได้ติดตาม อาทิเช่น ด้านบริหารธุรกิจมีบทความวิจัยเกี่ยวกับการบริหารภาวะผู้นำต่อการดำเนินงานอย่างต่อเนื่องของบริษัทในภาคการก่อสร้างของกรุงเทพมหานครในช่วงการแพร่ระบาดของโรคโควิด-19 ทำให้ผู้บริหารได้แนวทางการบริหารงานที่เหมาะสมกับบริบทและสถานการณ์ปัจจุบัน จากนั้นก็มาวิเคราะห์องค์ประกอบที่มีผลต่อการออกแบบโฆษณาบนสื่อแอปพลิเคชันติ๊กต๊อกที่มีต่อการตัดสินใจซื้อของกลุ่มลูกค้าเจนเนอเรชั่นซี ซึ่งผู้ขายต้องวิเคราะห์รูปแบบการโฆษณาที่จะพิชิตใจลูกค้าให้ได้ในระยะเวลาอันสั้น ด้านการบริหารการศึกษาได้นำเสนอเกี่ยวกับการพัฒนารูปแบบการถ่ายทอดความรู้ด้าน R2R เพื่อให้ได้รูปแบบการดำเนินกิจกรรมการพัฒนางานประจำด้วยงานวิจัย (R2R) ที่เหมาะสมของแต่ละหน่วยงาน และแนวทางการพัฒนาภาวะผู้นำเชิงนวัตกรรมของผู้บริหารสถานศึกษาสังกัดสำนักงานเขตพื้นที่การศึกษามัธยมศึกษาฉะเชิงเทรา นอกจากนี้ยังมีบทความวิจัยเกี่ยวกับการศึกษาสภาพทั่วไปและสังเคราะห์แนวทางการพัฒนาจิตอาสามิติด้านการบำเพ็ญประโยชน์ต่อสังคมของคณะครุศาสตร์อุตสาหกรรม มหาวิทยาลัยเทคโนโลยีราชมงคลสุวรรณภูมิด้วย ด้านมนุษยศาสตร์และสังคมศาสตร์มีบทความที่เกี่ยวกับการถ่ายทอดองค์ความรู้ที่ได้จากความร่วมมือของชุมชน เกิดเป็นบทเรียนความสำเร็จและองคาพยพของการขับเคลื่อนชุมชนปลอดขยะสู่การเป็นชุมชนต้นแบบ:กรณีศึกษาชุมชนบ้านหนองสองห้อง จังหวัดราชบุรี และการพัฒนาทักษะอาชีพและนวัตกรรมที่ใช้ชุมชนเป็นฐานเพื่อแก้ไขปัญหาความยากจนด้านรายได้:กรณีอำเภอโพนนาแก้วจังหวัดสกลนคร จากนั้นขอพาทุกท่านมาศึกษาเกี่ยวกับการแบ่งวรรณะระหว่างชาติจากการประมวลผลงานของ ม.ร.ว.คึกฤทธิ์ ปราโมช นอกจากนี้ยังมีบทความวิจัยที่เจาะลึกถึงภูมิปัญญาอาหารในพิธีมั่วโง้ยในจังหวัดภูเก็ต ที่มีการสืบทอดมากว่า 100 ปี และปิดท้ายด้วยบทความวิชาการที่ถ่ายทอดองค์ความรู้ด้านนาฏยภาษา นาฏยสังคม :ลักษณะการใช้ภาษาในวงการนาฏศิลป์ไทย

กองบรรณาธิการวารสารวิชาการ มทร.สุวรรณภูมิ (มนุษยศาสตร์และสังคมศาสตร์) ขอขอบคุณท่านผู้ส่งบทความ ผู้อ่านที่ได้ให้ความสนใจติดตามวารสารวิชาการ มทร.สุวรรณภูมิ (มนุษยศาสตร์และสังคมศาสตร์) มาอย่างต่อเนื่อง และหวังเป็นอย่างยิ่งว่าผู้อ่านจะติดตามวารสารวิชาการ มทร.สุวรรณภูมิ (มนุษยศาสตร์และสังคมศาสตร์) ในฉบับต่อๆ ไป กองบรรณาธิการขอขอบคุณเป็นอย่างยิ่ง

Dancing language - dancing society: Characteristics of Thai dance art terminology

Surangkhanang Rattanawijan — 2025-06-09

This article aimed to project the characteristics of language in Thai dance art by studying dancing art terminology or choreographic naming, and the current language use in the conversations of Thai dance art and in various other contexts within the field. The study showed that the language in Thai dance art was a terminology inherited as teaching practice of Thai dance art. Thus, it is implied that the terminology has been influenced by teaching values, rooted in ‘tradition’ or customs, driven by the belief in respecting the ‘teacher’. As a result, the unique characteristics of society and teaching practice have considerably maintained the language used in Thai dancing art as a unique terminology.

The relationship among leadership, risk management, and business continuity in Bangkok’s construction industry after the COVID-19 pandemic

Sipnarong Kanchanawongpaisan — 2025-06-09

This research investigated the influence of leadership management on the continuation of company operations in Bangkok's construction sector during the COVID-19 epidemic. It also emphasized the significance of risk management as an intermediary in the relationship above. The study examined various aspects of leadership, including vision, communication, motivation, decision-making, adaptation, team building, delegating, continuous development, and ethical conduct. A study using the G*Power software tool resulted in a sample size of 751 construction enterprises. The effect size was determined to be 0.3, with a power of 0.95 and 151 degrees of freedom. Structural Equation Modeling (SEM) using AMOS software was employed to demonstrate the substantial impact of leadership management on company continuity through risk management.

The statistical analysis results showed X² = 267.988, df = 106, X²/df = 1.258, p = .053, GFI = .958, AGFI = .984, CFI = .973, TLI = .957, RMSEA = .048, RMR = .014, and NFI = .957. These findings suggested that leadership traits, including flexibility and ethical behavior, were critical in risk management and company continuity. This highlighted the need to incorporate thorough leadership and risk management practices to improve the long-term sustainability of enterprises. The findings underscored the importance of leadership styles that promote proactive risk management. Additionally, it proposed the incorporation of leadership and risk management as a means to enhance the resilience of corporate operations.

Conjoint analysis of advertising design on TikTok application media on the purchasing decisions of generation Z customers

Athitiya Siothaisong — 2025-06-09

This research aims to study the conjoint analysis of advertising design on TikTok application media on the purchasing decisions of Generation Z customers in Thailand, and to study the approach to developing the advertising design for entrepreneurs on the TikTok application media in Thailand. The tool was a questionnaire developed from a literature review and semi-structured interviews. The sample group was from 150 of Generation Z Customers who had purchased products through the TikTok application media in Thailand. The statistics used in the research were conjoint analysis techniques, combine with the values of Pearson’s R and Kendall’s tau for the model fit. The study found that conjoint analysis of advertising design on TikTok application media is divided into four components: Duration, presentation, content, and influencer. These factors affect the purchasing decisions of Generation Z Customers in Thailand. In conclusion, advertising designers on the TikTok application should use influencers, Net idols, or bloggers-techniques for presenting advertisements that tell the product's story. The content provides information about the product using approximately 30-60 seconds/clip/ad. This is because if these factors increase, it will result in a decrease in purchasing decisions.

Routine to research (R2R) knowledge transfer model for other organizations with the diversity of learners

Masmolee Jitwiriyatham — 2025-06-09

The objective of this research is to find a suitable Routine to Research (R2R) knowledge transfer model of the department and use it as a guideline for proper R2R process management. The research method is Survey Research with Cross-Sectional Survey. The populations are 180 people who attended the R2R workshop of Samut Sakhon Hospital, National Institute of Child Health, and Samut Sakhon Provincial Public Health Office in the financial year 2018 - 2019, A number of respondents is 170 (94.44%). The research tool used is google form assessment, with data analysis using frequency and percentage. For qualitative aspect, the tool used is BAR/AAR process, with content analysis method.

The research results found that the suitable R2R knowledge transfer model must be able to develop people to create ideas for job development. Therefore, there must be an important component such as clear content of R2R concept, emphasizing clear problem issues. Knowledge is created to practice complete skills, both the background and the importance of the problem, research methodology, tool creation, statistics, data analysis, and writing of research results clearly. It is important to have a success story of R2R practitioners, and to present research results, it must focus on the use of statistics. The key is a team of knowledgeable speakers with good communication techniques, putting effort and dedication to training, including fun activities, relieving stress, and getting everyone involved. Therefore, this will be a model of R2R knowledge transfer that is suitable for the department.

Guidelines for development of innovative leadership of school administrators under Chachoengsao Secondary Educational Service Area Office

Supak Putama — 2025-06-09

The purposes of this research are to: 1) study the level of innovative leadership of school administrators under Chachoengsao Secondary Educational Service Area Office classified by educational qualifications, work experience, and school sizes, and 2) study guidelines for development of innovative leadership of school administrators under Chachoengsao Secondary Educational Service Area Office. This is a survey research study. where the sample consisted of 291 teachers who worked in the schools under Chachoengsao Secondary Educational Service Area Office in the academic year 2023. The sample participants were categorized using Cohen’ random samples, which were selected by stratified random sampling and simple random sampling. The instrument was a questionnaire querying teachers’ opinions about innovative leadership of school administrators. The instrument used was a 5-level rating scale questionnaire with the Index of item objective congruence (IOC) between 0.80 - 1.00, discrimination power between 0.42 - 0.80, and the overall reliability value at 0.983, and an interview form. Quantitative data were statistically analyzed using the mean, percentage, and standard deviation; while qualitative data were analyzed with content analysis.

The research findings revealed that: 1) Examination of the innovative leadership qualities among school administrators associated with the Chachoengsao Provincial Education Office showed a consistently high level, both overall and in specific aspects. 2) The results concerning the development guidelines for innovative leadership among school administrators indicated the following: 2.1) In terms of innovative vision, administrators must demonstrate strategic thinking and conduct thorough environmental analysis. 2.2) Regarding teamwork and participation, administrators should establish clear management structures, hold systematic meetings, and plan methodically. 2.3) In addressing risk management, administrators need to comprehensively analyze, control, and mitigate risks. 2.4) Regarding creativity, administrators should identify the school's strengths and initiate projects that embody innovative thinking. 2.5) To cultivate an innovative organizational culture, administrators must foster innovations aligned with policies, establish Memoranda of Understandings (MOUs), and transform the organization into an innovative entity.

The study of volunteer spirit on social service dimension to support student affairs Administration of the Faculty of Industrial Education, Rajamangala University of Technology Suvarnabhumi

Pana Jenjob — 2025-06-09

The purposes of the research were to study the general conditions and synthesize the guidelines for volunteer spirit on the social service dimension for support student affairs administration at the Faculty of Industrial Education. The samples used in this research were 136 students enrolled in the academic year 2022, Faculty of Industrial Education, Rajamangala University of Technology Suvarnabhumi. The number of samples was acquired using Krejcie, & Morgan’s table and the samples were selected by lottery. The research instrument was a questionnaire. The data analyses were percentage, means, and standard deviation.

The research results showed that the general conditions of volunteer spirit were at a high level overall. The synthesis of suggestions on the development of volunteerism in the social service dimension consists of additional training on responsibility in the social service dimension, organizing projects that honor or exemplify the creation of acceptance of others in society, keeping relationships with each other that continue the discipleship of brothers and sisters in the same faculty, and procuring and recommending advisors who facilitate the activity management system for flexibility and continuity in organizing activities.

Lessons from Success and the Organizational Structure of driving a Zero Waste Community to become a Model Community: A Case Study of Bann Nong Song Hong Community, Ratchaburi Province

Ratchaneekorn Homduangsee — 2025-06-09

This study aims to present the lessons learned and success stories of applicable domains in driving the community of Nong Song Hong in Ratchaburi Province toward becoming a model zero-waste community. The research is qualitative, utilizing an ex post facto research method. The data were collected through in-depth interviews and group meetings with individuals involved in the community development process, following the theoretical framework of the theory of change. The study found that the initiative to drive the Nong Song Hong community towards Zero Waste stemmed from internal factors, such as the need to address waste issues, and external factors, including successful community models in the area and national-level award competitions. These factors led to a shared community resolution to address the waste issue based on the principles of inclusive participation. In the context of sustainability, the community established a comprehensive steering committee covering all age groups and created a learning hub as a model for knowledge and practice transfer to both community members and outsiders. Success factors, such as the presence of a model, network support, trust, motivation, leadership, and participatory processes, have contributed to the community's success.

Development of vocational skills and community-based innovation to solve income poverty problems: The case study of Phon Na Kaeo District, Sakon Nakhon Province

Lamai Romyen — 2025-06-09

This research aims to study problems, needs, careers, community-based innovations, and guidelines for implementing solutions to poverty problems in Phon Na Kaeo District Sakon Nakhon Province. It is qualitative research using in-depth interviews. There were 7 target groups and 12 experts focus group discussions from various sectors, including academia, government, private sector, and civil society. The results of the research found that the main problems of the target groups were unstable income, and run-down houses. The needs were stable income, good housing, good health, education, welfare, raising laying hens, and growing medicinal plants. Suitable careers and innovations include integrated agriculture, such as growing herbs, raising laying hens, processing rice, etc. The results of using innovations and appropriate careers show that the target group can reduce household expenses, increase income, and create alternative careers. In this regard, there is coordinated management between the educational sector, the public sector, the private sector, and civil society. It is important to solve the problem of poverty. Suggestions for solving poverty problems include: 1) developing appropriate models and promoting the participation of target groups, 2) supporting funding knowledge technology and resources to develop monitoring and evaluation systems, 3) driving economy according to the Sufficiency Economy Philosophy, 4) developing health, education, and promote strength of mind, 5) promoting the participation of all sectors with the shared goal of reducing household expenses of the poor, increasing their income, and improving their quality of life.

The division of castes among nations based on the work of M.R. Kukrit Pramoj

Truong Thi Hang — 2025-06-09

This article aims to investigate the division of castes among nations based on the work of M.R. Kukrit Pramoj and relies on the word "caste" as the grouping criteria. The results of the study therefore reflect the diversity of each society and between nations, rather than the division of the society into high-low levels that would cause social conflict. They also reveal differences in aspects of politics and administration, ways of life, including arts and culture. In terms of politics and administration, the British and French colonial cities distinguished the two great powers from Portugal and resulted in the natives having closer ties to Portugal than other Western nations. While Malaysia's elected "head of state" position for 5 years set the sultanate of Malaysia apart from the monarchs in general. In terms of lifestyle, 5 buttons on the Ratchapataen shirt distinguished Thais from Khmer, and the way of life of westerners who come to forestry in Lampang province set this group of Westerners apart from the natives. In terms of art and culture, Khon Luang and drama in Thailand are not only known as the most sublime, but it is also a divide between the people of Thailand and the Tributary states like Cambodia and Laos. Also, bathing while wearing clothes caused Thais, especially the central Thais in the pre-modern era, different from some peoples in Southeast Asia, such as people in Indonesia.

Food wisdom in the Mu Ngoi ceremony

Adisorn Thanimporn — 2025-06-09

This research is phenomenological qualitative research. The objective is to explain the history and study the wisdom of food in the Mu Ngoi ceremony. The information provider is people with knowledge and experience about food in the Muang Ngoi ceremony who live in Mueang District, Kathu District, and Thalang District, Phuket Province. Five people were interviewed per district, totaling fifteen people, using a specific selection method. The research tools used were unstructured in-depth interview, and data were collected through in-depth interviews and non-participant observation. Data were analyzed using essence analysis. Reliability was checked using triangulation of information obtained from different informants.

The results of the research found that: 1) Ma Ngoi Ceremony is a ritual celebrating the first month of the family heir's birthday. It was influenced by beliefs from Chinese people who immigrated to settle in Phuket and has been practiced until the present. In the past, it was only practiced by families with sons. Later, it included the daughters as well. 2) There are 4 types of food in the Mu Ngoi ceremony namely; Ue pung, is made from glutinous rice stir-fried with oil and dried shrimp; Ang Ku, is a red dessert in a turtle shape; Ang tan, is a hard-boiled egg dyed red food coloring; and Huat koi, is a fluffy pink cake. Preparing food and offerings is the responsibility of family members. Food is arranged in woven bamboo baskets called Sia Na along with red paper which is given to relatives, where they receive souvenirs in return. The passing of wisdom of the Ma Ngoi ceremony is passed down in the family from generation to generation, but now this practice has decreased. Suggestions for this research are that this wisdom should be continued, and food in the Mu Ngoi ceremony should be applied as a product for tourism.