Santapol College Academic Journal

MOTIVATIONAL FACTORS AFFECTING DIGITAL COMPETENCY OF EDUCATORS IN LAMPANG PROVINCE

SASIPA BUNRUANG — 2025-07-01

The purpose of this research was to study the motivation factors and Hygiene Factors that affect digital competency of educational personnel in Lampang Province. The sample used in the research was educational personnel in Lampang Province 375 people by using a questionnaire to collect data statistics used were frequency, percentage, mean, standard deviation and multiple regression analysis

The research results found that 1) The level of overall motivation factors was the highest level. In order of success the highest level of work followed by nature of work and advancement in the position. The overall levelof Hygiene factors was at the highest level In descending order including the relationship with co-workers followed by policy and relations with supervisors. 2) The overall work digital competency of educational of Hygiene factors was at the highest level In descending order including the relationship with co-workers followed by policy and policy and relations with supervisors. 2) The overall work digital competency of educational.

SUPPLY CHAIN MANAGEMENT AND BUSINESS PERFORMANCE IN SPORTS EQUIPMENT DISTRIBUTION BUSINESS

NALINEEWAN PRAPHUNTHA — 2025-07-01

This study aims to examine the influence of supply chain management (SCM) on the business performance of sports equipment distribution companies. The researchers reviewed relevant literature and designed a questionnaire. Data was collected from 215 sports equipment distribution companies registered with the Department of Business Development in 2023. Simple random sampling was used, and hypotheses were tested using multiple regression analysis.

The research results revealed a statistically significant relationship (p < 0.05) between SCM and business performance. The multiple correlation coefficient (r) was 49.1%, with an Adjusted R Square of 33.1%. Among the variables, the sourcing of raw materials has the highest influence on the performance of sports equipment distribution business (β = .21, p < .05), followed by transportation (β = .21, p < .05), storage (β = .20, p < .05), integration (β = .19, p < .05), and production (β = .197, p < .05), respectively, with statistical significance at the 0.05 level.

THE GUIDELINES FOR INTELLIGENT IMPROVING QUALITY OF HUMAN LIFE A CASE OF BAN CHAN SUBDISTRICT MUNICIPALITY IN UDON THANI, THAILAND

Thawanrat Anu — 2025-07-01

The purposes of this research were to 1) study the quality of life of residents in Ban Chan Municipality, Udon Thani Province, 2) examine the relationships between factors associated with the quality of life of residents in Ban Chan Municipality, Udon Thani Province, 3) explore guidelines approaches for developing models to enhance the quality of life in various dimensions for residents in Ban Chan Municipality, Udon Thani Province. This research employed a quantitative research methodology. The sample consisted of 210 residents living in Ban Chan Municipality, Udon Thani Province. The research instrument used is a questionnaire. Statistical tools and data analysis included percentage, mean, standard deviation, and Pearson's correlation coefficient analysis. The findings revealed that the overall quality of life of residents in Ban Chan Municipality was at a high level based on the analysis of questionnaire responses using mean scores. When analyzed by dimension, the aspects ranked from highest to lowest were as follows: culture, recreation, social cohesion, personnel, public health, safety, infrastructure, environment, education, urban development policies, and occupational promotion. The factor with a moderate level was the economic aspect. The analysis of the relationships between factors associated with the quality of life indicated that the factors with strong correlations included : Environment and social cohesion, Personnel and safety, Infrastructure and social cohesion. and Public health and social cohesion. These strongly correlated factors were analyzed to develop guidelines for improving the quality of life in various dimensions for residents in Ban Chan Municipality. The aspects that residents prioritized for development, ranked from highest to lowest, were economy, urban development policies, safety, environment, public health, occupational promotion, education, recreation, infrastructure, social cohesion, culture, and personnel.

ไทย SOCIAL MEDIA STRATEGIES IN PUBLIC RELATIONS WORK IN NONG KHAI PROVINCE

PHATTARAWADEE KAMSIT — 2025-07-01

This research aimed to 1) study the use of social media in public relations of Nong Khai Province, 2) study and analyze the strategies of using social media in public relations of Nong Khai Province, and 3) study the guidelines for developing strategies of using social media in public relations of Nong Khai Province. The quantitative research method was used. The samples were 200 male and female residents of Nong Khai Province, both male and female, aged 20-60 years. The research instrument was a 5-level rating scale questionnaire with a reliability of 0.91. The statistics used for data analysis were percentage, mean, and standard deviation.

The research results found that 1) The use of social media in public relations in Nong Khai Province found that the opinions in terms of communication tools and channels had the highest average value, followed by public relations policies and networking for coordination, respectively. 2) The results of the analysis of the strategies for using social media in public relations in Nong Khai Province consisted of focusing on integrating communication concepts, setting a framework of concepts that are beneficial to the public, using creativity in presenting information, and building a network base between agencies and other organizations. 3) Guidelines for developing strategies for using social media in public relations in Nong Khai Province 1) In terms of public relations policies, it is necessary to consider selecting appropriate public relations news, and developing a format for exchanging information from government agencies or agencies under the government. 2) In terms of public relations activities and methods, various information must be up-to-date, accurate, and not distorted. 3) In terms of communication tools and channels, public relations should be conducted via the main Facebook page, using new technologies within the organization, and giving opportunities for people and vulnerable groups to hold public hearings on the agency's digital plan. 4) In terms of networking for coordination, cooperation should be created with various projects from both the government and private sectors to receive and disseminate information. 5) In terms of creative initiatives in public relations, there should be the development of a platform that is its own, without relying on agencies. Or other social media.

THE GUIDELINES FOR DEVELOPING BUS TERMINAL TO THE SMART BUS TERMINAL: A CASE OF BUENG KAN

SUVIPHA THANAPHUMMICHAI — 2025-07-01

This research aims to 1) study the current conditions and problems of the passenger transport services at Bueng Kan Province's bus station, 2) explore the development of Bueng Kan Province's bus station into a smart passenger transport station, and 3) propose guidelines for the development of Bueng Kan Province's bus station into a smart passenger transport station. A quantitative research method was employed, with a sample group consisting of 200 individuals who use the services of Bueng Kan Province's bus station. The research instrument used was a questionnaire with a 5-point rating scale, which had a reliability value of 0.98. The statistical methods used for data analysis included percentage, mean, and standard deviation.

The research results found that 1) The current condition of the Bueng Kan Provincial Passenger Transport Station is that the building is large enough to accommodate passengers well, has good ventilation, and has signs detailing each room and bus route. The problem with the service is the lack of application of technology. 2) The results of the study on the development of the Bueng Kan Provincial Passenger Transport Station into an intelligent passenger transport station found that the highest level of personnel development is needed. 3) The guidelines for developing the Bueng Kan Provincial Passenger Transport Station into an intelligent passenger transport station include developing an online ticket booking and ticket purchasing system, installing a security system, having a service center to provide technical support using a digital system, and training public relations personnel to be proficient in foreign languages.

EFFECTS OF CHINESE LANGUAGE LEARNING ACTIVITIES USING TASK-BASED LEARNING SUPPLEMENTED WITH GAMES ON CHINESE VOCABULARY KNOWLEDGE AND RETENTION OF MATHAYOMSUKSA 3 STUDENTS

MONRUEDEE WONGNON — 2025-07-01

The purposes of this research were to: 1) Compare the Chinese vocabulary knowledge of Grade 9 students between pre-test and post-test in the experimental and control groups. 2) Compare the Chinese vocabulary knowledge of Grade 9 students between the experimental and control groups after learning. and 3) Examine the retention of Chinese vocabulary knowledge in the experimental and control groups two weeks after learning. The sample consisted of Grade 9 students from Udon Wittaya School in the 2024 academic year, divided into two classes. Class 1 was designated as the experimental group, consisting of 45 students, while the other class served as the control group, consisting of 42 students. The research instruments included: 1) A lesson plan for the experimental group, with an average suitability score of 4.91. 2)A lesson plan for the control group, with an average suitability score of 4.94. and 3) A Chinese vocabulary knowledge test, used for the pre-test, post-test, and retention test conducted two weeks after learning. The test comprised three sets, with a difficulty index ranging from 0.31 to 0.80, a discrimination index ranging from 0.24 to 0.82, and a reliability score of 0.90 or higher for all test sets. Data were analyzed using mean, standard deviation, the Dependent Samples t-test, and the Independent Samples t-test. The findings were as follows:

The Chinese vocabulary knowledge of both the experimental and control groups improved after learning compared to before learning.
The Chinese vocabulary knowledge of the experimental group after learning was higher than that of the control group.
Both the experimental and control groups demonstrated retention of knowledge two weeks after learning.

THE EFFECTS OF CHINESE LEARNING ACTIVITIES MANAGEMENT USING SIMULATION TEACHING METHOD AFFECTED VOCABULARY KNOWLEDGE AND SPEAKING ABILITY OF IN UDONTHANI RAJABHAT UNIVERSITY STUDENTS

AN MENG — 2025-07-01

The purposes of this research were to: 1) Compare the Chinese vocabulary knowledge of students in Udon Thani Rajabhat University using simulated teaching methods before and after learning, 2) Compare the Chinese speaking ability of students in Udon Thani Rajabhat University using simulated teaching methods before and after learning and 3) Study the relationship between vocabulary knowledge and Chinese speaking ability after learning. The sample group consisted of 45 second-year students from the Faculty of Humanities and Social Sciences, majoring in Chinese. Cluster sampling was used, with class sections serving as sampling units. This was a quasi-experimental study using a one-group pretest-posttest design. Research instruments included a 24-hour learning plan, a vocabulary knowledge assessment, and a Chinese speaking ability assessment developed by HANBAN.
The statistical tools used were mean, standard deviation, dependent samples t-test, and Pearson correlation.

The research findings revealed that:

The average post-learning score for Chinese vocabulary knowledge of students taught using simulated teaching methods was higher than the pre-learning score.
The average post-learning score for Chinese speaking ability of students taught using simulated teaching methods was higher than the pre-learning score.
There was a high-level relationship between Chinese vocabulary knowledge and Chinese speaking ability after learning.

COMMUNICATION FACTORS AND SERVICE AFFECTING SERVICE QUALITY: HUAI SO, CHIANG KHONG, CHIANG RAI PROVINCE

Pariwat Wichainate — 2025-07-01

This research aims to study communication factors and service factors affecting service quality in the Huai So, Chiang Khong, Chiang Rai Province. A questionnaire was used as the data collection tool, targeting 400 residents who utilized services within the municipality. The statistical methods employed included frequency, percentage, mean, standard deviation, and multiple regression analysis.

The findings indicate that overall communication factors were rated at a highly, with the ranking as follows: personnel providing communication-related information, communication processes, communication methods,
and communication tools. Similarly, service factors were rated at a high level, ranked in order as follows: welfare and community development services, civil registration services, public health and environmental services,
and engineering and civil services. The overall service quality was also rated at a high level, ranked as follows: service reliability, customer confidence, and attentiveness to customer. Hypothesis testing indicated that the communication factors related to communication tools and processes, as well as all service factors, significantly influenced the service quality of residents in the Huai So Subdistrict Municipality, Chiang Khong District, Chiang Rai Province, at the 0.01 statistical significance level, Adjusted R² 88.10% of the variance.

THE GUIDELINES FOR DEVELOPMENT OF DUAL VOCATIONAL EDUCATION SYSTEM UNDER NONGKHAI PROVINCIAL VOCATIONAL EDUCATION OFFICE

THANAKORN INTHARAKHEENEE — 2025-07-01

The objectives of this research were to 1) Study the current situation and desired needs the guidelines for the development of dual vocational education system under Nongkhai provincial vocational education office. 2) investigate the guidelines for development of dual vocational education system, and 3) Evaluate the guidelines for development of dual vocational education system. This research conducted into 3 phases : Phase 1 studying the present conditions and desired needs the guidelines the guidelines for development of dual voational education system under Nongkhai provincial vocational education office, with a group of 6 informants and a semi-structured interview instrument. The statistice used was an analyzed documents and an analytic induction; Phase 2 investigating the guidelines for development of dual vocational education system in collage by a multi-case study of 2 collages, the instrument used was an in-dept interview by 6 experts and the statistices used was content analysis. And Phase 3 evaluating the guidelines for development of dual vocational education system in collage, focus group discussion was conducted by 11 experts educational administrators, educational institution administrators, heads of bilateral vocational education, teachers, and educational supervisors, then evaluating the feasibility and suitability of assessment form.

The research results found that.

The current conditions and need assessment of guidelines for dual vocational education system under Nongkhai provincial vocational education office, consists of 4 components: 1) Dual vocational education curriculum organization 2) Teaching and evaluation 3) Career training 4) Supervision of teaching and learning management. The overall desirable conditions for the development of dual vocational education system are at a high level.
The guidelines for development of dual vocational education system of 5 components and 62 guidelines in including : 1) There are 22 aspects in the curriculum of bilateral vocational education, 2) There are 13 aspects in teaching management and evaluation, 3) There are 14 aspects in vocational training management, 4) There are 13 aspects in teaching management and supervision.
Evaluating the guidelines for development of dual vocational education system is inclusive to the greatest extent and appropriate to a great extent.

LEGAL GAP: THE CASE OF THE ABSENCE OF A TIMEFRAME FOR FACT-FINDING AND PROCEEDING BY THE OMBUDSMAN

YUWARAT THITINIRANKUL — 2025-07-01

This research aims to: 1. Study the laws related to fact-finding and the process of the Ombudsman. 2. Study the problems caused by not specifying the timeframe for fact-finding and the process of the Ombudsman. 3. Propose solutions to the problems in fact-finding and the process of the Ombudsman. By conducting document study research using the method of analyzing the provisions of the Constitution of the Kingdom of Thailand B.E. 2560 in the part of the Constitutional Court and the Ombudsman, the Constitutional Court Act and the Constitutional Court Procedure Act B.E. 2561, and the Ombudsman Act B.E. 2560.

The research found that: 1) The law specifies the time frame for the Ombudsman to conduct fact-finding and proceedings in only two cases: cases where the violation arises from legal provisions that are inconsistent with the Constitution, and cases where the violation arises from actions of the state. However, the law does not specify a time frame for fact-finding and proceedings in cases where individuals or communities sue government agencies for damages resulting from the agency's failure to perform its duties correctly and completely according to Chapter 5 concerning the Duties of the State. 2) The problems arising from the law's failure to specify a timeframe for the Ombudsman to conduct fact-finding and proceedings in cases where individuals
or communities sue government agencies for damages resulting from the agency's failure to perform its duties correctly and completely according to Chapter 5 concerning the Duties of the State are as follows: The problem of a legal gap due to the lack of a clearly defined timeframe for the Ombudsman's fact-finding and proceedings. The problem of individuals not receiving equal protection under the Constitution, contrary to the spirit of the Constitution, in two aspects: Inequality due to the lack of a definite timeframe. Inequality in the right to file
a petition with the Constitutional Court independently. Other problems, such as: access to justice, lack of efficiency in law enforcement, adverse effects on the rule of law. 3) Research recommendations suggest amending Section 32 and Section 35 of the Organic Act on the Ombudsman, and amending Section 46 of the Organic Act on the Constitutional Court and Constitutional Court Procedure

THE EFFECTS OF RESISTANCE TRAINING ON UPPER AND LOWER BODY MUSCLE STRENGTH IN MALE FOOTBALL ATHLETES

CHANCHAI SIRIPHAN — 2025-07-01

The purpose of this study was to investigate the effects of resistance training on upper and lower body muscle strength in male football athletes aged 18–22 years from the University of Physical Education, Udon Thani Campus. A total of 20 participants were selected through purposive sampling. The resistance training program was conducted over a period of 8 weeks, with three 60-minute sessions per week. Research instruments included a structured resistance training program and muscle strength assessments for both the upper and lower body. Data were analyzed using the Paired Sample t-test.

The findings revealed a statistically significant difference (p < .05) in muscle strength before and after the training. The results indicate that an 8-week resistance training program effectively enhances upper and lower body muscle strength in male football athletes.

THE EFFECT OF RELAXATION IMAGERY TRAINING COMBINED WITH BACKGROUND MUSIC ON SELF-CONFIDENCE AND PENALTY KICK ACCURACY OF MALE FUTSAL ATHLETES

PRAKIT HONGSEANYATHAM — 2025-07-01

This study aimed to investigate the effects of relaxation imagery training combined with instrumental music on self-confidence and penalty shooting accuracy among male futsal athletes at the National Sports University, Udon Thani Campus, aged between 18 and 22 years. The participants consisted of 10 male athletes selected via purposive sampling technique. The experimental group underwent relaxation imagery training accompanied by instrumental music for a period of 8 weeks, three sessions per week, each lasting 12 minutes. The research instruments included a relaxation imagery training program with instrumental music and the Competitive State Anxiety Inventory-2 Revised (CSAI-2R) questionnaire. Data were analyzed using the paired sample t-test.

The research findings indicated that the mean scores of self-confidence and penalty shooting accuracy within the experimental group before and after the training showed a statistically significant difference at the .05 level. The 8-week relaxation imagery training combined with instrumental music led to an increase in
self-confidence and penalty shooting accuracy among male futsal athletes.

WRITING THE ADVANCED GUZHENG PERFORMANCE TECHNIQUES INTRODUCTORY HANDBOOK FOR HIGH SCHOOL STUDENT AT JIAYINTANG LIUXING GUZHENG TRAINING SCHOOL

FU YASUN — 2025-07-01

This study used a qualitative method approach with the following objectives: (1) to study advanced Guzheng performance techniques from key informants at Jiayintang Liu Xing Guzheng Training School, and (2) to develop an advanced Guzheng performance techniques introductory handbook. Qualitative data were collected through interviews from key informants by using the interview form which was evaluated by experts, with score of 0.86.

The findings showed that training the basics of playing the guzheng is an important component of advanced techniques, such as sitting position, hand placement, left and right hand use, hand shaking, finger use, etc. There are 10 important techniques for high school students include: (1) Fan Yin (overtones), (2) Pa Yin (four note arpeggio), (3) Pa Yin (seven note arpeggio), (4) Shuang Shou Pa Yin (two hand arpeggio), (5) Dao Pa Yin (reverse arpeggio), (6) Lun Zhi (circular finger), (7) Da Zhi Yao (single finger shaking), (8) Shuang Zhi Yao (double finger shaking), (9) Sao Yao (sweeping shaking), and (10) Dian Zou (dotting). The introductory handbook on advanced Guzheng performance techniques is divided into 3 chapters: Chapter 1, Overview and background of the Guzheng; Chapter 2, Fundamentals and advanced playing techniques of the Guzheng; And Chapter 3, Advanced Guzheng performance techniques, which includes explanations of playing symbols, playing methods, practice methods, song applications, demonstration clips, music notes from user suggestions, and other important information.

ANALYSIS OF BRAND AWARENESS, CREDIBILITY, DISTINCTIVENESS, AND PURCHASE INTENTION FOR LUXURY ACCESSORIES BRANDS AMONG THAI GENERATION MZ CONSUMERS

RUEDEECHANOK RUNGRUANGMAITREE — 2025-07-01

This research aims to examine the marketing strategies of Thai luxury brands, particularly in the jewelry sector, in entering the global market by analyzing the purchasing behavior of Thai consumers from the Millennial and Generation Z cohorts. The study specifically focuses on brand awareness, brand credibility, and brand distinctiveness, which influences purchase intention and the potential for international market expansion. The sample for this study comprises 400 Thai Millennials and Generation Z consumers who have prior experience purchasing luxury jewelry brands. A purposive sampling method was employed to select participants.
The research utilized a questionnaire as the primary data collection instrument, and statistical analysis was conducted using frequency distribution, percentage, mean, standard deviation, and multiple linear regression analysis.

The findings reveal that: (1) Brand awareness of Thai luxury jewelry is at a high level, (2) Brand credibility is also perceived at a high level, (3) Brand distinctiveness is rated significantly high, and (4) Brand awareness, credibility, and distinctiveness have a statistically significant influence on the purchase intention of Thai Millennial and Generation Z consumers at the 0.05 significance level. These findings provide insights into formulating effective marketing strategies to enhance Thai luxury brands’ competitiveness and global market expansion.

FACTORS INFLUENCING THE DECISION TO PURCHASE AN ELECTRIC BICYCLE INSTEAD OF AN COMBUSTION MOTORCYCLE

PURIT SANTICHOTIWONG — 2025-07-01

This study explores the factors influencing individuals’ decisions to purchase electric bicycles instead of internal combustion motorcycles, with an emphasis on utility, value, and attitude. The study employed an online survey to collect data from 400 participants aged between 18 and 60 years, residing in Chonburi Province, regardless of gender. A convenience sampling method was adopted. The research instrument, a rating-scale questionnaire, was reviewed for content validity by experts, with item-objective congruence (IOC) values ranging from 0.67 to 1.00 The questionnaire demonstrated high internal consistency, as indicated by a Cronbach’s alpha of 0.965 Statistical analyses, including multiple regression and Pearson’s correlation.

The results revealed that most respondents who chose electric bicycles over internal combustion motorcycles were male, aged 18-28, held a bachelor’s degree, earned a monthly income of 10,001-20,000 baht, and were single. All three key factors, including utility, value, and attitude, had a statistically significant influence on purchase decisions at the 0.05 level. Within the utility dimension, perceived ease of use and perceived usefulness emerged as significant predictors. In terms of value, only environmental value was significant, while social value was not. Regarding attitude, emotional and behavioral components had a significant impact, whereas cognitive understanding did not.

These findings provide valuable insights into the motivations behind the adoption of electric bicycles and offer practical implications for policy development, marketing strategies, and communication efforts aimed at promoting environmentally sustainable transportation choices.

A CAUSAL RELATIONSHIP MODEL OF FACTORS INFLUENCING THE PERFORMANCE OF ELECTRIC VEHICLE DEALERS IN THAILAND

RONGRIT LEELAYUTHSOONTORN — 2025-07-01

This research aims to study 1) factors influencing the performance of electric vehicle distributors in Thailand, 2) causal relationships of factors influencing the performance of electric vehicle distributors in Thailand, and 3) causal relationships of factors influencing the performance of electric vehicle distributors in Thailand. This research is a
mixed-method research. The quantitative sample group is entrepreneurs, executives, and employees of electric vehicle distributors in Thailand. The sample group of Hair (2010) is 360 people. The qualitative research uses purposive sampling of 12 people. The instrument used is an in-depth interview. The statistics used are percentage, mean, standard deviation, and structural equation modeling analysis using LISREL program.

The research results found that 1) the factors that influenced the performance of the automobile dealer group were marketing mix factors, innovation management, electric vehicle quality, and competitive advantage. 2) the electric vehicle quality variable was most influenced by the innovation management variable (CFI = 0.966, GFI = 0.911, AGFI = 0.772, and SRMR = 0.041), and 3) the causal relationship model of the factors that influenced the performance of the electric vehicle dealer group was related to the performance of the electric vehicle dealer group in Thailand.

THE DEVELOPMENT OF CRISIS MANAGEMENT GUIDELINES FOR ENTREPRENEURS IN THE INTEGRATED CIRCUIT (IC) ELECTRONIC INDUSTERY IN BANGKOK AND METROPOLITAN AREA

TANABOWORN SIRIKUNAKRONKUN — 2025-07-01

The objectives of this research were to: 1) study the current situation of crisis management for entrepreneurs in the integrated circuit (IC) electronic industry in Bangkok and metropolitan area; 2) examine the factors influencing crisis management for entrepreneurs in the integrated circuit (IC) electronic industry in Bangkok and metropolitan area; and 3) explore the development of crisis management guidelines for entrepreneurs in the integrated circuit (IC) electronic industry in Bangkok and metropolitan area. This mixed-methods study comprised two components: (1) a quantitative approach, which involved collecting data from a sample of 400 participants using structured questionnaires. The data were analyzed using statistical techniques including percentage, mean, standard deviation, and multiple regression analysis; and (2) a qualitative approach, which involved conducting in-depth interviews with 12 key informants representing business entrepreneurs. The qualitative data were analyzed using content analysis to synthesize findings and formulate recommendations grounded in relevant theoretical frameworks for data organization.

The research findings revealed that: (1) the current conditions, as influenced by economic, social, cultural, and technological factors, reflect the crisis management practices of entrepreneurs in the integrated circuit (IC) electronic industry, in alignment with the present business environment; (2) the factors influencing crisis management were found to include: entrepreneurial characteristics in terms of innovative thinking (β = 0.174); the marketing mix (7Ps), particularly the place (β = 5.130), and business strategies related to customer relationship (β = 0.410). The regression model demonstrated a predictive power of 68%; and (3) the development of strategies for managing production, technological innovation, and workforce capabilities through streamlined, coherent, and efficient processes affecting the development of crisis management guidelines for entrepreneurs in the integrated circuit (IC) electronic industry in Bangkok and metropolitan area.

MANAGEMENT AND DEVELOPMENT OF PUBLIC SECTOR BY LOCAL LEADERS: A CASE STUDY OF PATHUM THANI MUNICIPALITY, PATHUM THANI

TANAPAT VIRIT — 2025-07-01

The objectives of this research were threefold: 1) to examine the level of management and development of public sector by local leaders of Pathum Thani municipality, Pathum Thani Province; 2) to compare the management and development of public sector by local leaders of Pathum Thani municipality, Pathum Thani Province; and 3) to study the relationship between the principles of good governance and management and development of public sector by local leaders of Pathum Thani municipality, Pathum Thani Province. Quantitative research utilized a questionnaire as data collection. A sample group consisted of 400 people. The statistical analysis included percentage, mean standard deviation, t-test, F-test and multiple regression analysis.

Research findings indicated that: 1) the overall level of management and development of public sector by local leaders had a mean of () = 3.53, S.D.=0.847), reflecting a high level of agreement which included the aspect of good governance of local leaders () = 3.52, S.D.=0.844) and the aspect of management and public sector development by local leaders of () = 3.56, S.D.=0.895); 2) the results of the comparison, classified by personal factors, the overall there were no difference, except for the factors of gender, marital status, monthly income, and length of residence in the Pathum Thani municipality, which showed statically significant at the .05 level; and 3) the relationship between good governance and the management and development of public sector by local leaders were found to be moderately correlated, with a correlation coefficient of .521, which were statically significant at the .01 level. The predictive power of this relationship was approximately 63%, represented by the following regression equation of Z_r = .375Z₆+ .345Z₇+ .124Z₃ +.106Z₁, respectively.

ORGANIZATIONAL MANAGEMENT EFFECTIVENESS RELATED TO PERSONNEL PARTICIPATION IN THE WORK OF PATHUM THANI PROVINCIAL ADMINISTRATIVE ORGANIZATION

SIRANEE MAKLOY — 2025-07-01

The objectives of this research were: 1) to study the level of organizational management and personnel participation in work performance of Pathum Thani Provincial Administrative Organization; 2) to compare the effectiveness of organizational management influencing personnel participation in work performance of Pathum Thani Provincial Administrative Organization, categorized by personal factors; and 3) to examine the effectiveness of organizational management in relation to personnel participation in work performance of Pathum Thani Provincial Administrative Organization. Quantitative research used a questionnaire as a tool to collect data. A sample group consisted of 190 personnel who work for Pathum Thani Provincial Administrative Organization. The statistics used to analyze the data included frequency, percentage, mean, standard deviation, t-test, F-test, and multiple regression analysis.

The research results found that: 1) the overall level of organizational management and personnel participation in work performance of Pathum Thani Provincial Administrative Organization had an average value of () = 3.89, S.D.=0.916) with an agreement; 2) result of comparison the effectiveness of organizational management influencing personnel participation in work performance of Pathum Thani Provincial Administrative Organization that categorized by personal factors, overall, were no differences, except gender, marital status, and length of work which were statically significant at the .05 level; and 3) the effectiveness of organizational management in relation to personnel participation in work performance of Pathum Thani Provincial Administrative Organization had the highest influence coming from the characteristics of personnel within the organization (β=0.253), followed by organizational direction setting (β = 0.179). Except, factors such as supporting change (β=0.108), strategic development (β = 0.051), and linking strategy to practice (β=0.018) were not impact the organizational management effectiveness of Pathum Thani Provincial Administrative Organization.

DEVELOPING A DIGITAL PLATFORM TO ENHANCE CULTURAL TOURISM AND LOCAl ECONOMY: A CASE STUDY OF PHU PHRA BAT HISTORICAL PARK, WORLD HERITAGE SITE, UDON THANI PROVINCE

ADUL THONGKAEM — 2025-07-01

This study aimed to develop a digital platform to enhance cultural tourism and support the local economy, using the case of Phu Phra Bat Historical Park in Udon Thani Province, a World Heritage Site with high tourism potential. The study employed a Research and Development (R&D) methodology consisting of three phases: (1) assessing user needs, (2) designing and developing the platform, and (3) testing its performance. Research instruments included a 25-item questionnaire divided into three sections and semi-structured interviews with experts. The sample group consisted of 20 tourists, 5 local entrepreneurs, and 5 government officials, totaling 30 participants. Data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation.

The results showed that participants’ opinions toward the developed platform were at a high level. The most preferred functions were the AI-based recommendation system, Augmented Reality (AR) features, and the online booking system. The average satisfaction score among tourists was 4.20 (SD = 0.45), while local entrepreneurs rated the platform’s usefulness in managing local information at 4.30 (SD = 0.51). The study recommended further development to support multilingual use, integrate AI chatbot features, and expand the platform to other cultural tourism sites in Thailand to enhance its overall impact and usability.

MOTION GRAPHIC DESIGN ON THE ORIGINS OF DISTRICT NAMES IN NAKHON PATHOM PROVINCE

BENYAPA SOOKSAI — 2025-07-01

This research aimed to: (1) design a motion graphic presenting the origins of district names in Nakhon Pathom Province, and (2) evaluate the audience’s satisfaction with the motion graphic media. The research instruments consisted of the following: (1) a motion graphic depicting the origins of district names in Nakhon Pathom Province, (2) an expert evaluation form for assessing the quality of the motion graphic, and (3) a satisfaction survey administered to the sample group.The statistical methods used for data analysis were: Percentage, mean, and standard deviation. The research findings were as follows: (1) The completed motion graphic comprised one episode with a total duration of 9.02 minutes. (2) The expert evaluation of the motion graphic quality was categorized into two aspects: Content quality, which received a rating of Good (Mean = 4.41, S.D. = 0.51), and Media quality, which received a rating of Very Good (Mean = 4.55, S.D. = 0.51). (3) The overall satisfaction level of the sample group was rated as Good (Mean = 4.39, S.D. = 0.67).

LEARNING ACTIVITIES TO PROMOTE THINKING SKILL USING AUGMENTED REALITY (AR) TECHNOLOGY FOR HIGHER EDUCATION STUDENTS

KONGKIAT HIRANKERD — 2025-07-01

The purposes of this research were; to develop thinking skills activities with Augmented Reality Technology for higher education students and to evaluate satisfaction with thinking skills activities of students with Augmented Reality Technology. It used an experimental research method from a sample of 30 students from the Faculty of Science and Technology, which was obtained from simple random sampling. However, the data analysis was used statistics, mean, and standard deviation.

The findings are 1) thinking skills activities with Augmented Reality Technology for higher education students have techniques, methods or teaching formats that cause students to learn. Moreover, there are various activities from Augmented Reality Technology that allow students to develop better thinking skills. The results of this point are the overall level of appropriateness is at a high level, with a mean equal to = 4.57 and a standard deviation equal to 0.48. 2) The result of satisfaction evaluation with thinking skills activities of students with Augmented Reality Technology of higher education students is the overall level of appropriateness is at a highest level with a mean of = 4.75 and a standard deviation of 0.50.

MUSHROOM MANAGEMENT THEORY: UNVEILING SHADOWS AND CULTIVATING INSIGHTS

LI JIANLAN — 2025-07-01

Mushroom management theory, aptly named after the way mushrooms grow in the dark, refers to a management style where information is not efficiently shared, which often resulted in a toxic workplace culture. In this review paper, the researcher delves into the origins, characteristics, countermeasures and practical application cases in business organizations of this intriguing metaphor, aiming to provide actionable insights and research suggestions for leaders, practitioners, and researchers.