Suratthani Rajabhat Journal

Reviwers

Reviwers — 2024-11-19

Authors

Authors — 2024-11-19

Comparison of Year of Study, Cumulative Grade Point Average on Self-Sufficiency Development of Marketing Students in Bangkok Metropolis

Shawanluck Kunathikornkit — 2024-11-19

The study compared academic factors – specifically, year of study and cumulative grade point average (GPA) – with the self-sufficiency development of marketing students in Bangkok Metropolis and proposed policies for curriculum enhancement and teaching approaches within marketing programs. The sample consisted of marketing students from universities in the Bangkok, selected through networking and snowball sampling techniques. Data analysis incorporated 409 fully completed online questionnaires and employed descriptive statistics, including mean and standard deviation, along with inferential statistics such as One-Way Analysis of Variance (ANOVA) and Post Hoc Tests. The findings revealed that students who were studying in different academic years demonstrated overall self-development potential, particularly in specific areas such as competency building, transitioning from individuality to interdependence, and goal development, with statistical significance level of 0.05. Students with varying GPAs showed differences in overall self-development potential and in areas such as competency development, transitioning from individuality to interdependence, maturation of relationship development, identity formation, and moral integrity development, also at the significant level of 0.05. While, the findings supported traditional educational curricula, they may not align with the current educational system which has changed. This leads to policy recommendations for educational institutions in Thailand, particularly in marketing, emphasizing practical implementation and requiring consideration for development. Recommendations include: 1) adopting appropriate teaching and learning approaches to promote and support learning outside the classroom and lifelong learning, 2) establishing a credit accumulation system, and 3) designing a curriculum that can enhance both academic and professional experiences to prepare Thai marketing students as modern marketers.

The Improvement of Learning Skill with BOPPPS Teaching Model in the Intermediate Chinese Language Course at Bhavana Bodhigun Vocational College

Chen Junchi — 2024-11-19

This research objective is to find approaches for improving teaching intermediate Chinese at Bhavana Bodhigun Vocational College. Formerly, Chinese language instruction in Thailand used the PPP teaching model, which was a tradition method and not successful enough. This research developed a new approach to teaching Chinese by applying the BOPPPS model. The aim was to find ways to improve the effectiveness of Chinese language instruction by comparing the BOPPPS model with traditional Chinese teaching methods using the PPP model. The population used in this research consisted of third-year students who chose to take Chinese as an elective course, with a total of 123 students. The sample group consisted of 30 students selected through systematic random sampling, divided into two groups of 15 students each. Group 1 was the experimental group, which received instruction using the BOPPPS model, while the other group, the control group, received traditional PPP instruction. The comparison of the average learning scores of each group using a t-test analysis from the SPSS 24.0 program showed that students who were taught with the BOPPPS model had better learning outcomes than those taught with the PPP model in three skills: listening, speaking, and reading, with statistical significance at the 0.01 level. Meanwhile, students taught with the PPP model had significantly better writing outcomes than those taught with the BOPPPS model at the 0.01 level.

A Casual Model of Technological Leadership Affecting the Management Efficiency of Schools under the Secondary Educational Service Area Office of Surat Thani and Chumphon

Isarapong Kosawida — 2024-11-19

The objectives of this study were 1) to examine the existing conditions, desired conditions, and strategies for cultivating technological leadership 2) to construct a Casual Model of Technology Leadership Affecting the Efficiency Administration and 3) to validate the structural accuracy of a Casual Model of Technology Leadership Affecting the Efficiency Administration. The sample group Educational institution administrators and teachers, totalling 560 people. The data collection in this study consisted of a questionnaire and an interview. The statistical techniques employed for data analysis encompassed frequency, percentage, mean, standard deviation, t-test, Structural Equation Modeling (SEM), and content analysis.

The results indicated that 1) the technological leadership of school administrators institution administrators Overall, are at a high level. There were observed at 0.01. Furthermore, Including educational institution administrators should focus on personnel development. To have digital technology skills to become professional. Know how to use technology 2) The study examined the impact of technological leadership on the administrative efficiency of school administrators. A Casual Model included six elements and 22 indicators. These elements were: (1) leadership and vision, consisting of three indicators; (2) the creation of learning environments in the digital age, consisting of four indicators; (3) being citizens in the digital age, consisting of four indicators; (4) systematic improvement, consisting of four indicators; (5) excellence in practice, consisting of four indicators; and (6) the efficiency of school administrators, consisting of three indicators. The average score for the efficiency of school administrators was 4.85, indicating a high level of efficiency. Lastly, 3) A Casual Model of Technology Leadership Affecting the Efficiency Administration was found to consistent with the empirical data (Chi-Square=143.58, df=138, P-Value=0.35, x2/df=1.04, CFI=0.91, TLI=0.92, RMSEA=0.04,). These results indicated the model explains a significant amount of the variance in the administrative efficiency of school administrators, with an average explained variance of 90%.

Factors Influencing Tourist Loyalty to Phatthalung Province’s Tourism Slogan

Wiwat Jankingthong — 2024-11-19

The objective of this study was to examine the factors influencing tourist loyalty in alignment with the tourism slogan of Phatthalung Province. The sample consisted of 420 Thai tourists who visited Phatthalung under this slogan, selected through quota and accidental sampling. Data were collected using a questionnaire with a reliability coefficient ranging from 0.90 to 0.94, distributed to tourists after their visits. Data were analyzed using LISREL 8.80 software. The study model included three latent variables contributing to tourist loyalty: tourism image, perceived travel value, and tourist satisfaction. The findings indicated that tourism image, perceived travel value, and tourist satisfaction had direct effect on tourist loyalty, with coefficients of 0.23, 0.42, and 0.29, respectively. Indirect factors influencing tourist loyalty included tourism image and perceived travel value, with coefficients of 0.26 and 0.21, respectively. In terms of the knowledge found, perceived travel value was the most significant factor driving tourist loyalty, suggesting that tourists’ sense of value and worthiness of their experience fosters loyalty. It is recommended that relevant agencies and entrepreneurs collaborate to develop a cohesive tourism image and enhance the value of tourism experiences to ensure tourist satisfaction, which leads to tourist loyalty.

Tourist Capacity and Valuing Recreation of Naka Cave, Phu Langka National Park

Pornpimon Saengchat — 2024-11-19

The objectives of this study were to: 1) examine the capacity to accommodate tourists of Naka Cave, Phu Langka Natiponal Park, and 2) evaluate its recreational use value of Naka Cave, Phu Langka National Park. A mixed-methods approach was employed, using a concurrent parallel design. Data collection included in-depth interviews with 14 key informants to analyze the capacity to accommodate tourists and questionnaires distributed to 420 respondents to evaluate recreational use value using the Poisson Regression Model. Questionnaires were distributed and collected directly by the researcher. The findings revealed that: 1) The physical capacity to accommodate tourists for recreational activities was 118 people per round, with a total capacity of 944 people per day, divided into eight rounds. However, challenges were identified, including an insufficient number of bathrooms due to restrictions on permanent construction within the park area, and travel obstacles requiring visitors to walk and navigate stairs, natural paths, and rope-supported sections. 2) Most Thai tourists visited due to their belief in the Nagas. The recreational use value in 2022 was estimated at a consumer surplus of 5,758 THB per person per round, generating a total annual value of 1,346,220,400 THB from 233,800 Thai tourists. Based on these findings, the study recommends that the government: 1) implement policies to regulate and limit the number of tourists to a maximum of 944 per day, divided into eight rounds, with each group spending no more than 15 minutes in the area and clearly defined starting times for walking; 2) introduce additional fees in certain areas to support the restoration and conservation of natural resources. This should include enhancing accessibility for the elderly and promoting belief-based tourism routes to connect nearby areas.

Guideline for Developing the Potential of Container Terminal Operators in Surat Thani Province

Sriwalee Thongliamnak — 2024-11-19

This qualitative research aimed to 1) study activities in container terminal operators in Surat Thani Province; 2) analyze capabilities of container terminal operators in Surat Thani; and 3) develop the capabilities of container terminal operators in Surat Thani. The data was collected by interviews. The 10 samples consisting of executives and officers at the container terminals in Surat Thani Province were selected using purposive sampling method. The data was analyzed for strengths and weaknesses, and guidelines for developing the potential of cargo terminals in Surat Thani Province were developed using the TOWS Matrix. The results found that: 1) container terminal activities consisted of service requests, sales and marketing, booking of vessel space, container inspection, coordination and confirmation of container shipping information, container transport by trailer, container loading, container transport, and cost summarization. 2) The potential of the container terminal had 7 strengths, 6 weaknesses, 5 opportunities, and 6 issues and obstacles. There were 4 strategies to develop potential for container terminals in Surat Thani Province. First, proactive strategies include establishing operational guidelines for safety and developing an analysis application. Second, defensive strategies include establishing operational standards for each step and developing an information and communication technology system. Third, corrective strategies include creating a development plan to improve operational processes and establishing a database for machinery and handling equipment. Last, adaptive strategies include setting operational cost management strategies by applying Lean principles and proactively creating a disaster risk management plan. This knowledge of various strategies can be applied by any stakeholders.

Food Security in the Water Dimension of the Agricultural Community Ban Buakasma, Yala Province

Asama Mungkornchai — 2024-11-19

The objectives of this qualitative study were to: 1) survey food security in relation to water issues in the Ban Buakasma Agricultural Community, Yala Province, 2) analyze the preliminary quality of water intended for consumption by the villagers in the Ban Buakasma Agricultural Community, Yala, and 3) design and implement activities to promote food security and strengthen the villagers of the Ban Buakasma Agricultural Community, Yala. The participants included 10 households engaged in a project to rehabilitate abandoned paddy fields into organic ones in Yala, selected using a purposive sampling technique. Research instruments included focus group discussions, interviews, observations, and water sample quality evaluations. The findings are organized into three aspects: 1) the historical context of the area and current water-related issues, 2) a survey of food security concerning water issues and an analysis of water quality for villagers' consumption, and 3) the design and implementation of activities to enhance food security and strengthen the community. The results revealed concerns about the overall water quality used in households. Furthermore, the villagers lacked knowledge about water quality and methods to improve it. Although the community retained local wisdom knowledge of water filtration using natural materials, its continuity was limited. Additionally, food security was related to dimension of religious and culture. Lastly, the lack of food security in the water dimension of the community was partly attributed to weaknesses within the community and local governing organizations responsible for oversight.

Operational Strategies for Corporate Social Responsibility to Drive Sustainable Development Goals of Industrial Organizations in Thailand

Sanit Noonin — 2024-11-19

This research article aimed to analyze key strategies in implementing Corporate Social Responsibility (CSR) and the Sustainable Development Goals (SDGs) through CSR operations. It is a qualitative study. The data were collected by group and in-depth interviews with 17 CSR executives in 17 industrial organizations that received the Prime Minister’s Industry Award in CSR between 2018 and 2022 and analyzed thematically. The results were that essential strategies in implementing CSR included problems and stakeholder needs-based strategies, innovation strategies, core competency strategies, expanding-result strategies, and model strategies. In addition, organizational social responsibility operations motivated SDGs in all five dimensions of sustainability: people, prosperity, environment, peace, and partnership. Industrial and other sector organizations can apply these findings to develop CSR operations motivating the accomplishment of SDGs.

Strategies to Promote the Use of Information Technology for Online Water Bill Payment by Customers in Su-ngai Kolok District, Narathiwat Province

Amnart Thanhakit — 2024-11-19

The objectives of the study were to: 1) analyze the factors influencing customer behavior in using information technology, 2) examine the internal and external conditions of the provincial waterworks authority, and 3) propose strategies to encourage customers to use information technology to pay water bills through online channels. A mixed-method approach was employed, involving questionnaires, interview, and focus group discussions with 375 customers and 26 executives, supervisors, and employees. Data analysis included content analysis for qualitative data, while quantitative data were analyzed using averages, means, standard deviations, frequencies, and multiple regression. The findings revealed that participants' behaviors in using information technology to pay water bills was primarily at the acknowledgment or alertness stage. Three factors influencing the use of information technology for water bill payments were identified, with a predictive ability of 76.60 percent. The internal and external conditions of the provincial waterworks authority required improvements in areas such as safety, billing systems, and system complexity. Therefore, strategies to promote customer behavior in using information technology for online water bill payment included: strategies for developing an online water bill payment system, strategies for improving the billing system, proactive public relations strategies, and strategies to reduce limitations to accessing online water bill payment services. The results of this study lead to the development of an action plan and serve as a guideline to promote and drive the use of information technology enhancing efficiency and adding value to the organization's products and services.

Marketing Mix Factors Affecting the Purchase of Bottled Water in Surat Thani Province

Yutthaphichai Thaieiad — 2024-11-19

This study aimed to 1) study the marketing mix factors of bottled water in Surat Thani Province, 2) analyze the decisions of purchasing bottled water in Surat Thani Province, and 3) explore the impact of marketing mix factors on the decisions of purchasing bottled water in Surat Thani Province. The sample consisted of 400 bottled water consumers in Surat Thani, and the data were collected using a questionnaire. Statistical analyses included frequency, percentage, mean, standard deviation, and multiple regression analysis.

The study revealed the following findings: 1) Marketing mix factors for bottled drinking water in Surat Thani Province were overall at a high level, with price being the most important factor. 2) The decision to purchase bottled drinking water in Surat Thani Province was overall at a high level, with the most important factor of the perception of needs. 3) The marketing mix factors affecting the decision to purchase bottled drinking water in Surat Thani Province indicated that the marketing promotion aspect had the highest weight. The aspects of product, price, distribution channels, and marketing promotion had a statistically significant effect on the decision to purchase bottled drinking water at the .05 level, with a predictive power of 39.6%. A predictive equation can be formulated as follows:

Y = 1.303 + 0.118(X1)* + 0.94(X2)* + 0.216(X3)* + 0.247(X4)*

The research findings can serve as a guide for planning strategy formulation. Entrepreneurs should clearly define target groups to use the findings to develop the marketing mix for bottled drinking water in Surat Thani Province in alignment with the purchasing decisions of each group.

Editorial

Editorial — 2024-11-19