Suratthani Rajabhat Journal

Editorial

Editorial — 2024-06-12

Authors

Authors — 2024-06-12

Reviwers

Reviwers — 2024-06-12

Expectation and Perception of Service Quality toward Hatyai International Airport during the Pandemic of Covid-19

Kraiwit Jaturapitpotong — 2024-06-12

The objectives of the study were to: 1) compare the differences between expectations and perceptions of service quality at Hatyai International Airport during COVID-19, 2) compare expectations of service quality at Hatyai International Airport during COVID-19 according to demographic factors, and 3) compare perceived quality at Hatyai International Airport during COVID-19 according to demographic factors. The sample consisted of 400 Thai customers at Hatyai International Airport, selected purposively. Data were collected using a questionnaire. The statistics employed included frequency, percentage, mean, standard deviation, paired sample t-test, independent sample t-test, and ANOVA.

The results revealed no significant difference, both overall and by each aspect, between expectations and perceptions of service quality at Hatyai International Airport during COVID-19. However, expectations of service quality at Hatyai International Airport during COVID-19 were significantly different according to gender, age, educational background, profession, and monthly income. In addition, overall perceived service quality at Hatyai International Airport during COVID-19 were significantly different based on gender, age, educational background, marital status, profession, and monthly income. These results can inform improvements in service quality at Hatyai International Airport in managing the COVID-19 crisis or future disease outbreaks.

Application of Deming Cycle in Tourism Management of Ban Noenhom Community, Muang District, Prachinburi Province

Thichakorn Kasornbua — 2024-06-12

This research employed both qualitative and quantitative methods to study the tourism management of Ban Noen Hom community using the Deming Cycle. The key respondents were divided into two categories: 1) eight individuals in Tambon Noen Hom involved in tourism management, including community leaders and community enterprise leaders, and 2) 30 tourists selected from interested tourists over the age of 20. The research instruments included a focus group and a questionnaire, which was undergone quality testing using the Item-Objective Congruence Index (IOC), yielding an index of 0.98. Data analysis utilized content analysis and descriptive statistics, including frequency, percentage, and mean. The results revealed that in the Plan phase, the community followed the developed tourism routes, planned to revive cultural activities and assigned relevant stakeholders to coordinate landscape improvements to accommodate tourists. In the Do phase, planning and operations did not go as expected, requiring the community to adjust according to the situations. In the Check phase, the organization of tourism activities was generally rated at the highest level, except for the suitability of tourism routes, which was rated at a high level. Problems identified from receiving tourists included insufficient toilets and resting areas, unclear signs of tourism attractions, poor presentation techniques by community guides. Results from the focus group revealed suggestions for improvement in the Act phase. These included communicating with tourists to use the temple’s toilets or use the toilets of the group that was ready to service, creating resting seats with local natural materials, coordinating with relevant agencies to create signs for tourism attractions, using posters or boards to support presentations, arranging an area for tourists to sit, and separating demonstration areas from community for safety protection.

Board Game Z-zoo Number Innovative by Using Design Thinking to Promote Mathematical Literacy for Second Grade Students

Patcharin Setteechaichana — 2024-06-12

The objectives of this study were to: 1) develop the innovative board game “Z-zoo Number” using Design Thinking, 2) study academic achievement, and 3) examine mathematical literacy. The research sample consisted of 30 Grade 2 students studying in the first semester of the 2022 academic year at Kongthapbok Uthit Ban Nong Phai School, Ta Phraya District, Sa Kaeo Province. The research design was research and development. The research instruments included: 1) the innovative board game “Z-zoo Number” using Design Thinking, 2) an academic achievement test on addition and subtraction of numbers up to 1,000, and 3) a mathematic literacy test. The experiment period lasted 15 hours. The results revealed that 1) students had an average academic development of 53.87%, and the board game “Z-zoo Number” using Design Thinking had an efficiency of 92.69/88.92. 2) Students’ average scores out of 100 on the pre-test and academic achievement test were 47.18 and 88.92, respectively. Students’ knowledge level after study was significantly higher than before, at a significant level of .05. 3) Students had an average score of 72.18 out of 100 in mathematical literacy (72.81%).

Guidelines for Building the Herbal City Brand as a Wellness Tourism Destination in Prachinburi Province

Usanee Watcharaphaisankul — 2024-06-12

The objectives of the study were to: (1) study the behaviors of wellness tourists in Prachinburi Province, (2) examine the perceptions of the herbal city's image, and (3) propose guidelines for establishing the herbal city brand as a wellness destination in Prachinburi. Qualitative data were collected using a semi-structured interview approach with ten key informants selected through purposive sampling, verified using data triangulation. Quantitative data were collected using a questionnaire administrated to a sample group of 370 tourists selected through convenience sampling. The data were analyzed using descriptive statistics and the Chi-Square test at a significant level of .05. The average reliability coefficient was found to be 0.725. The results indicated that most tourists traveled to purchase herbs for nourishing and promoting their health. They obtained information primarily from social media platforms and highly recognized the herbal city's image associated with natural resources. This related to their experiences, information sources, travel purposes, and places to visit. The study identified an opportunity to enhance the value of existing resources through the implementation guidelines of tourist city branding based on the 7Ps concept, including Potential, Positioning, Personality, Performance, Promotion, Partnership, and Possibility.

Communicating Emotions Via One-Sentence Text that Relates to Academic Achievement of Undergraduate Statistics Students, Prince of Songkla University, Surat Thani Campus

Preeya Riyapan — 2024-06-12

This research aimed to study: 1) the textual patterns reflecting emotions and feelings; 2) the relationship between gender and emotions; 3) the correlation between emotions and students' academic achievement; and 4) changing emotional forms relating to students' academic achievement in a statistics course at Prince of Songkla University, Surat Thani Campus. Text analysis was used to analyze data indicating the student’s emotions in statistics before and after the class with one sentence each. Data collected by Google Forms included 168 records from 7-student samples consisting of 7 selected students registered in the statistics course, using a purposive sampling technique. Emotional one-sentence text analysis and then a chi-square test were in turn used to analyze the sample data. The findings reveal that the majority of students had a positive emotional form, accounting for 40.5%. There are relationships between gender and the feeling emotions of the students; the feeling emotions and emotions changing forms with students' academic achievements, with the high statistical significance level at 0.001. Furthermore, an interesting finding was that the students who have the stability of negative (--) and positive (++) emotions will obtain a high level of academic achievement, but the students who have extremely changed emotions (-+) will somewhat gain low academic achievement. In the study, a piece of new knowledge is that the one-sentence text can communicate the feelings and emotions of the students affecting their academic achievement.

New Public Services of Khao Kaeo Subdistrict Municipality that has to do with the Tradition “Tum Home Thai Dam Brothers”, Ban Na Pa Nat, Khao Kaeo Subdistrict, Chiang Khan District, Loei Province

Somsak Srisontisuk — 2024-06-12

This research aimed to study the New Public Service of Khao Kaeo Sub-district Municipality towards traditional events. "Tum Home Thai Dam Brothers" Ban Na Pa Nat, Chiang Khan District, Loei Province is qualitative research that collects data using in-depth interviews based on the concept of New Public Service (NPS) of Denhardt & Denhardt (2003). There are 11 informers. New Public Service according to Denhardt & Denhardt concept, is possible with communities of high strength and potential. There must be an integration of social capital, cultural capital and conditions of leadership within the organization as a unity. This will lead to the integration of administration among the public sector, the private sector, and the community in a concrete manner. This is in line with the administrative guidelines of Khao Kaew Sub-district Municipality towards organizing traditional events. "Tum Home Thai Dam Brothers" researches how the Khao Kaew Subdistrict Municipality has adjusted the management strategy to provide public service to the community by giving the community the opportunity to take part in organizing the traditional event. "Tum Home Thai Dam Brothers" in every process, from the planning stage budget disbursement request and organizing various activities, results in administrative efficiency in line with the New Public Service approach (NPS). In this approach, government agencies play a role in supporting and facilitating activities, with a primary focus on community participation rather than top-down directives from government agencies.

The Influence of Trust and Social Media Marketing on Clothing Purchases through Facebook

Paweena Vijitjan — 2024-06-12

Buying clothes through Facebook is very popular nowadays. As a result, consumer behavior has changed. Trust building and social media marketing, therefore, is important for entrepreneurs to help influence consumer purchasing decisions. The objectives of this research were to: 1) study and compare demographic factors affecting clothing purchases through Facebook e-commerce system; 2) study the influence of trust on clothing purchases through Facebook e-commerce system; and 3) study marketing through online social media that affected clothing purchase decisions on e-commerce through Facebook channels. The sample group were 400 people, regardless of gender, who purchased clothes through the Facebook application at least once. The sample population were consumers aged from 18 years and over, living in Surat Thani province. Statistics used to analyze the data are mean, standard deviation, one-way ANOVA, and multiple regression analysis.

The results of the research revealed that: 1) the demographic variables were age, level of education, occupation and various average monthly incomes. 2) The influence of trust, was found to be reliability, communication and confidence. 3) Online social media marketing by word-of-mouth communication through electronic media entertainment, interaction, popularity, and specificity affected those consumers' decision with statistical significance at .05.

Personal Financial Management and Happiness at Work of Employees of the Provincial Waterworks Authority Region 4

Pongpan Taojoo — 2024-06-12

The objectives of this study were: 1) to study the personal financial management of employees of the Provincial Waterworks Authority Region 4; 2) to study the happiness at work of employees of the Provincial Waterworks Authority Region 4; and 3) to study the relationship between personal financial management and happiness at work Provincial Waterworks Authority Region 4. The population used in the study were employees of the regional waterworks authority in District 4, totaling 1,189 people. The sample size of 300 was calculated using the formula of Taro Yamane, and a stratified random sampling method was used with a questionnaire as a tool for data collection. The value of the index of coincidence (IOC) is 1 and the confidence level is .977. Basic statistics were used for data analysis, mean, standard deviation, and inferential statistics, such as Pearson correlation coefficient analysis.

The results revealed that 1) Opinions of the majority of employees about the personal financial management of employees of the Provincial Waterworks Authority Region 4 were at a moderate level (= 3.20,S.D. = 0.67). 2) Most of the employees had opinions about the happiness at work of employees of the Provincial Waterworks Authority Region 4 at a high level (= 4.08, (S.D. = 0.58). 3) There is a positive correlation at a low level between personal financial management factors and happiness at work (r = 0.417) significantly at 0.05 level. This means that poor financial management results in reduced happiness at work. Therefore, there should be guidelines recommended to employees to be cautious in their spending according to the principles of self-sufficiency economics. This includes keeping household accounts, as well as managing debt and building financial stability.

Curriculum Assessment of Information and Library Science : CIPP Model

Kotchaphan Noonsung — 2024-06-12

The purpose of this research aimed to evaluate the curriculum in Information Science and Library Science (revised version 2018) and study guidelines to improve the curriculum using Stuffel Beam's ZIP model. It consists of 4 aspects: context assessment, assessment of input factors, process assessment, and production evaluation. It's a mixed method research study. Quantitative research involved collecting data using questionnaires from a purposive sample of 184 students, graduates, professors, and graduate users. Qualitative research involved in-depth interviews with 3 experts and analysing the qualitative data by content analysis.

The results of the curriculum evaluation found that: 1) the curriculum context had an average level of high; 2) The average of the process was at a high level; and 3) the production had the highest average level. In addition, it was found that in terms of curriculum context, the curriculum structure and subject content were consistent with the objectives. There was an appropriate study plan, and the curriculum documents and subject content were complete and clear, with easy to organize teaching and learning. Instructors have the potential, knowledge, and ability to teach. There is a budget for the instructors to develop their academics continuously every year. All graduates are employed since the first year after graduation and have been accepted by society.

The results of the study of curriculum assessment guidelines found that: 1) curriculum philosophy should be improved to be clearer and linked from the university's philosophy; 2) Define course objectives clearly and up to date, and produce graduates that can actually be measured; 3) Adjust the curriculum structure to have a consistent proportion of required and elective majors; 4) The subject content in each year should be properly arranged; and 5) factors/things to support learning in the curriculum should be adequately managed and respond to the needs of students.

Reflections on Transitioning Student Self-Access Learning From a Face-to-Face Environment to an Online Platform: A Case Study of Suratthani Rajabhat University

Christopher Hawes — 2024-06-12

This academic article examines the advent and evolution of self-access learning within the English Program of the Faculty of Humanities and Social Sciences at Suratthani Rajabhat University over a twelve-year period. It begins with the physical self-access center and its accompanying directed studies program and culminates in the abrupt transition to an exclusively online platform using Google Workspace applications during the Coronavirus 2019 (COVID-19) pandemic, all framed and guided by the proficiency level standards outlined in the Common European Framework of Reference for Languages (CEFR). By focusing on the rationale for its inception, the numerous issues encountered along the way, and concluding with recommendations, this article aims to inform organizations and individual language teachers considering implementing self-access learning on their campus or within the confines of a single course.