Suratthani Rajabhat Journal

Authors

2026-05-19T15:38:48+07:00

Reviwers

2026-05-19T15:41:40+07:00

Editorial

2026-05-19T15:30:39+07:00

Motivation Factors Affecting Tourist’s Decision Making on Traveling to Social media Detoxing Destination

2024-09-04T16:21:06+07:00

This study aimed to examine: 1) the behaviors of tourists who traveled to online addiction recovery destinations; and 2) the motivational factors influencing tourists' decisions to travel for online addiction recovery. A quantitative research design was employed, with data collected from 400 tourists. Data were analyzed using descriptive statistics and multiple regression analysis. The findings revealed that the majority of tourists were Generation Z females with a bachelor's degree or equivalent, who used social media four to six hours per day and preferred traveling with friends for two to three days during weekends. Tourists typically planned their trips in advance, traveled by private vehicle, and obtained travel information primarily from social media, with a strong willingness to revisit such destinations. Regarding motivational factors, ranked by the factor loading of each variable, the pull factors comprised convenience of access to tourist attractions, therapeutic activities, safety, and overall attractiveness of the destination. The push factors comprised the desire for improved physical and mental health, the need to escape from daily stress, and the motivation to reduce online addiction. The results further indicated that the most significant pull factor was travel convenience, particularly the availability of well-maintained roads and clear directional signage. Accordingly, tourism operators and destination managers are recommended to enhance the accessibility of their locations in order to increase the overall appeal and attractiveness of online addiction recovery tourism.

Management of Rail Transport Services from Main Airports through Service Touch Points for International Tourists in Thailand

2024-02-27T09:42:00+07:00

This study aimed to examine the management of rail transport services from main airports through service touch points for international tourists in Thailand. This study employed a quantitative research design. The sample consisted of 400 international tourists who used the Airport Rail Link from Suvarnabhumi Airport, selected through purposive and convenience sampling techniques. Data were collected using a questionnaire as the research instrument, which was validated by five tourism experts and pilot-tested with 50 respondents, yielding a reliability coefficient of 0.952. Data were analyzed using descriptive statistics and exploratory factor analysis. The findings revealed that the management of rail transport services from main airports through service touch points for international tourists in Thailand could be classified into eight components, comprising a total of 50 observed variables, of which eight variables were eliminated, resulting in 42 key aspects distributed across eight dimensions: layout, service, management, information, planning, train operations, safety, and communication.

Level of Knowledge and Perception of Tourism Marketing Mix Affecting the Potential of Mak Island, Phatthalung Province as a Creative Tourism Destination

2024-03-14T10:27:31+07:00

This study aimed to examine: 1) the level of tourist knowledge about Mak Island, Phatthalung Province; 2) the level of tourist perception of the tourism marketing mix of Mak Island, Phatthalung Province; and 3) the factors affecting the potential of Mak Island, Phatthalung Province as a creative tourism destination. The sample consisted of 385 individuals aged 15 years and above who had previously visited Mak Island, Phatthalung Province, selected through convenience sampling. The research instrument was a questionnaire with a good level of reliability. Data were analyzed using frequency, percentage, mean, standard deviation, and multiple regression analysis. The findings revealed that: 1) the overall level of tourist knowledge about Mak Island, Phatthalung Province was at a high level; 2) the overall level of tourist perception of the tourism marketing mix of Mak Island, Phatthalung Province was at a high level; and 3) the factors affecting the potential of Mak Island, Phatthalung Province as a creative tourism destination, ranked in descending order of influence, were tourism products and services, tourism physical evidence, knowledge about Mak Island, and tourist attractions. All four factors positively influenced the potential of Mak Island, Phatthalung Province as a creative tourism destination and collectively accounted for 52.8% of the variance in its creative tourism destination potential, which represents a key contribution of this study.

Creating Multimedia Using Immersive Technology to Promote Eco-Tourism in Khung Bang Kachao, Samut Prakan Province

2024-10-04T09:55:10+07:00

Multimedia content currently plays a vital role in conserving tourist destinations by mitigating degradation caused by tourist activities, particularly in green areas that require special preservation. This study aimed to: 1) examine the behaviors of eco-tourists; 2) assess satisfaction with the digital marketing mix among eco-tourists in the Khung Bang Kachao area, Samut Prakan Province; and 3) develop augmented reality (AR) multimedia content to promote eco-tourism in the Khung Bang Kachao area, Samut Prakan Province. The study employed a mixed-methods research design. For the qualitative phase, interviews were conducted with 10 key informants selected through purposive sampling, and data validity was verified through triangulation. For the quantitative phase, a questionnaire survey was administered to 370 tourists selected through convenience sampling, and data were analyzed using the chi-square test at a significance level of 0.05. The findings revealed that: 1) the majority of tourists visited the Khung Bang Kachao area to appreciate the scenic beauty of the destination, obtained travel information through online media, particularly Facebook, and made travel decisions based on reviews from various tourism-related pages; 2) tourists expressed the highest level of satisfaction with the relationship-building dimension, which demonstrated a strong positive correlation with online continuity, suggesting that multimedia development for tourism promotion should emphasize the use of influencers or key opinion leaders (KOLs) in multimedia content reviews; and 3) the augmented reality (AR) multimedia developed in this study effectively showcased the scenic beauty of the popular Khung Bang Kachao tourist area by creating an interactive experience between users and the media. A satisfaction assessment conducted with a sample of 10 tourists indicated that the majority expressed a high level of satisfaction with the developed multimedia content.

Behaviors and Perceptions of Tourists Regarding Meditation Practice in Mueang District, Chiang Mai Province

2024-10-04T09:54:30+07:00

This study aimed to examine: 1) tourist behaviors regarding meditation practice; 2) tourist perceptions regarding meditation practice; and 3) differences between demographic characteristics and tourist behaviors regarding meditation practice in Mueang District, Chiang Mai Province, in order to design a simulation diagram of tourist behavior relationships. The sample consisted of 140 Thai and foreign tourists who traveled to practice meditation, selected through accidental sampling. Data were collected using a questionnaire at a confidence level of 95% and a margin of error not exceeding 0.05. Frequency, percentage, and chi-square were employed as the statistical tools for data analysis. The findings revealed that the majority of respondents were female, aged 31–40 years, Buddhist, with a monthly income below 15,000 baht. Tourists were traveling for their first meditation experience, motivated by seeking new experiences, and stayed for three to five days per visit. The primary source of information accessed for meditation practice was internet-based media, particularly websites. The most common mode of transportation was hired vehicle services. During meditation practice, tourists were most impressed by the tranquility and peacefulness derived from the practice and reported experiencing various other problems. Tourists expressed a definite intention to revisit. In terms of perception, tourists associated meditation practice with calmness, simplicity, and a distinctive Buddhist identity, recognizing it as a cultural hallmark of Chiang Mai Province. The most appealing aspect was the quality of the meditation curriculum, which was perceived as practically applicable to daily life. Furthermore, demographic characteristics differed significantly in relation to overall tourist behavior. Specifically, religion differed significantly in relation to tourist behavior across four aspects: frequency of travel, mode of transportation, channels for discovering meditation sites, and problems encountered during meditation practice.

Push–Pull Factors of Mohlum Local Wisdom Influencing Thai Tourists' Travel Decision-Making to Khon Kaen Province

2024-09-25T10:55:56+07:00

This study employed a mixed-methods research design, integrating both qualitative and quantitative approaches. The study aimed to examine the push and pull factors of Mohlum local wisdom that stimulate Thai tourists' travel decision-making to Khon Kaen Province. For the qualitative phase, data were collected through interviews with 10 Thai cultural tourists who appreciate Mohlum local wisdom. For the quantitative phase, data were collected via online questionnaires from 400 Thai cultural tourists who had traveled to Khon Kaen Province to experience Mohlum local wisdom, yielding a questionnaire reliability coefficient of 0.941. Thematic analysis was applied to the qualitative data, while exploratory factor analysis (EFA) and multiple regression analysis were employed for the quantitative data.

The qualitative analysis revealed 13 variables for push factors and 14 variables for pull factors. Subsequent EFA extracted four components from the push factors, which were then subjected to multiple regression analysis at a statistically significant level of 0.05. The results indicated that the arts and culture dimension yielded a coefficient of determination (R²) of 0.767, the happiness-seeking dimension yielded an R² of 0.295, the friendship dimension yielded an R² of 0.121, and the social media dimension yielded an R² of 0.232. For the pull factors, EFA extracted three components at a statistically significant level of 0.05: the uniqueness dimension yielded an R² of 0.283, the reputation and performance dimension yielded an R² of 0.100, and the awareness dimension yielded an R² of 0.741.

Green Logistics and Supply Chain Management in Rubber Wood Processing Factories in Surat Thani Province

2025-05-26T10:23:45+07:00

management in rubber wood processing factories in Surat Thani Province, employing a mixed-methods research design. The sample consisted of personnel from 37 factories with registered capital of 40 million Thai baht (THB) or more, and six subject matter experts. Data were collected using a questionnaire with a reliability coefficient of 0.98 and semi-structured interviews, with the SCOR Model serving as the analytical framework. Data were analyzed using percentage, mean, and standard deviation for the quantitative phase, alongside thematic analysis for the qualitative phase.

The findings revealed that the factories demonstrated a high level of potential in green logistics and supply chain management. Among the five SCOR dimensions, environmentally friendly planning received the highest assessment rating, while product return management received the lowest. The majority of factories had established policies to reduce energy and resource consumption; however, comprehensive waste and pollution management systems remained underdeveloped. Qualitative data analysis further indicated that shortages of green logistics technology and relevant knowledge constituted key constraints to development.

The proposed development guidelines were as follows: 1) Planning — establishing environmentally friendly organizational values, promoting renewable energy utilization, optimizing workspace efficiency, and reducing paper consumption; 2) Raw material sourcing — setting quality agreements with suppliers, utilizing waste materials as alternative fuel, developing alternative energy sources, ensuring legal compliance in transportation operations, and analyzing procurement data to reduce costs; 3) Production — reducing redundant processes, allocating work areas proportionally, selecting environmentally friendly equipment, and developing green spaces within factory premises; 4) Delivery — adopting internationally standardized containers, selecting legally compliant transportation service providers, utilizing low-emission vehicles, leveraging online communication channels, and conducting cost analysis and route optimization; and 5) Product returns — establishing clear and transparent return conditions and procedures.

Development of a Prototype Social Points Exchange Platform on Blockchain

2024-03-18T08:30:24+07:00

Social activities contribute to the well-being of communities and society as a whole. Many organizations promote social engagement by implementing point-based reward systems, allowing participants to accumulate and redeem points for rewards. However, activity participants often fail to utilize their accumulated points, either due to insufficient point balances or rewards that do not align with their preferences. This experimental research aimed to: 1) investigate approaches for applying blockchain technology to a social points exchange platform; and 2) evaluate the efficiency of the developed platform under specified scenarios. The research tools comprised Hyperledger Fabric, serving as the blockchain database; a mobile web application, used for managing blockchain transactions; and Hyperledger Caliper, employed for measuring blockchain performance. Simulated users were generated as the study sample to conduct coin exchange transactions among one another. The experimental results demonstrated that the developed platform was capable of tokenizing accumulated points into coins and efficiently retrieving and tracing transaction records with high performance. Furthermore, the platform incorporated individualized expiry date management for each user's accumulated points, thereby preventing transactions from being processed beyond their designated expiration periods. However, the speed of executing bid-and-offer coin exchanges between users remained a limitation, exhibiting relatively low efficiency.

Factors Influencing the Decision to Pursue Higher Education and Their Effects on the Retention of Undergraduate Students at Prince of Songkla University, Surat Thani Campus

2024-03-04T11:13:48+07:00

This study aimed to examine the factors influencing the decision to pursue higher education and their effects on the retention of undergraduate students at Prince of Songkla University, Surat Thani Campus. Data were collected from a sample of 235 undergraduate students using a two-stage sampling method with stratified sampling by faculty. A questionnaire was employed as the data collection instrument, and the data were analyzed through correlation analysis, factor analysis, and logistic regression analysis using Jamovi software, version 2.3.21. The findings revealed that four factors influencing the decision to pursue higher education — namely, curriculum, financial resources, personal reasons, and cumulative grade point average (CGPA) — significantly affected student retention at the .05 level of statistical significance. A key contribution of this study is the identification that, of the eight factors initially found to influence students' educational choice, only these four factors demonstrated a statistically significant effect on student retention. Based on these findings, the researcher recommends that the university prioritize the continuous updating and development of curricula to ensure they remain current and aligned with student needs, and establish a One Stop Service (OSS) center to provide comprehensive counseling and holistic support for students.

Development of Creative Thinking of Prathomsuksa 5 Students through Project-Based Learning Combined with the Sufficiency Economy Philosophy

2024-09-09T11:37:20+07:00

This study aimed to: 1) construct lesson plans for project-based learning combined with the Sufficiency Economy Philosophy for Prathomsuksa 5 students to meet the efficiency criterion of 80/80; 2) compare students' creative thinking before and after the intervention; 3) compare students' learning achievement before and after the intervention; and 4) assess students' satisfaction toward the learning management. The sample consisted of 23 Prathomsuksa 5 students at Vithidham School of Sakon Nakhon Rajabhat University in the second semester of the 2023 academic year, selected through cluster random sampling. The statistics employed in data analysis comprised percentage, mean, standard deviation, and a dependent-samples t-test. The findings revealed that: 1) the lesson plans for project-based learning combined with the Sufficiency Economy Philosophy yielded an efficiency of 82.88/81.91, which exceeded the defined criterion of 80/80; 2) students' creative thinking after the intervention was statistically significantly higher than before the intervention at the .01 level; 3) students' learning achievement after the intervention was statistically significantly higher than before the intervention at the .01 level; and 4) students' satisfaction toward the learning management was at the highest level ( = 4.70).

Relationships between Administrators’ Transformational Leadership and Core Competencies of Teachers under Nakhon Si Thammarat Primary Educational Service Area Office 2

2025-10-03T09:11:21+07:00

This study aimed to: 1) examine the level of administrators' transformational leadership; 2) examine the level of teachers' core competencies; 3) investigate the relationships between administrators' transformational leadership and teachers' core competencies; and 4) determine the predictive power and significant predictors of administrators' transformational leadership on teachers' core competencies. The sample consisted of 325 teachers under Nakhon Si Thammarat Primary Educational Service Area Office 2, selected through proportional stratified random sampling, with schools serving as strata and 30% of schools selected by lottery, followed by simple random sampling within each selected school. The research instrument was a five-point rating scale questionnaire for both variables, with a content validity index ranging from .80 to 1.00, reliability coefficients of .97 and .97, respectively, and an overall reliability coefficient of .99. Data were analyzed using descriptive statistics, Pearson's correlation coefficient, and multiple regression analysis.

The findings revealed that: 1) the overall level of administrators' transformational leadership was at a good level ( = 4.34); 2) the overall level of teachers' core competencies was at a good level ( = 4.30); 3) administrators' transformational leadership and teachers' core competencies exhibited a highly positive relationship (r = .95) at the .001 level of statistical significance; and 4) administrators' transformational leadership significantly predicted teachers' core competencies, accounting for 94.7% of the variance (Adjusted R² = .947) at the .001 level of statistical significance. The three most significant predictors identified were Idealized Influence, Intellectual Stimulation, and Individualized Consideration.

Functional Competencies of Teachers under Nakhon Si Thammarat Primary Educational Service Area Office 3

2025-09-19T16:28:59+07:00

This study aimed to: 1) examine the functional competencies of teachers; 2) compare functional competencies of teachers according to the variables of gender, educational level, academic title, work experience, school size, and administrators' gender and academic title; and 3) investigate problems and suggestions related to the functional competencies of teachers. The sample consisted of 312 teachers under Nakhon Si Thammarat Primary Educational Service Area Office 3, selected through stratified random sampling. The research instrument was a five-point rating scale questionnaire with a content validity index ranging from .80 to 1.00 and an overall reliability coefficient of .99. Data were analyzed using descriptive statistics to determine mean and standard deviation, an independent-samples t-test, One-Way ANOVA, and post-hoc multiple comparisons using the Least Significant Difference (LSD) method when statistically significant differences were detected.

The findings revealed that: 1) the overall functional competencies of teachers were rated at a good level; 2) comparisons of functional competencies according to the variables of gender, educational level, work experience, school size, and administrators' gender and academic title showed no statistically significant differences. However, a significant difference was found in teachers' academic title, whereby teachers without an academic title demonstrated significantly higher functional competencies than those holding a professional level title and those holding a special professional level title or above, at the .05 level of statistical significance; and 3) with respect to problems and suggestions, teachers were found to have limited knowledge and skills in utilizing modern instructional technology for teaching and learning, lacked motivation, and demonstrated insufficient positive attitudes toward their professional duties. Furthermore, schools faced inadequate cooperation from both the community and parents. It is therefore recommended that school administrators continuously promote teachers' professional development and implement participatory management practices involving all relevant stakeholders.