INTERDISCIPLINARY SOCIAL SCIENCES AND COMMUNICATION JOURNAL

THE STUDY AND ANALYSIS OF EDITING STYLES TO CREATE MEANING AND EMOTION OF A SHORT FILM “STORY OF MY HOMETOWN”

2026-01-03T22:12:48+07:00

Introduction: Film editing serves as “the final rewriting” playing a critical role in organizing narrative information and emotional resonance. Objective: This qualitative research aims to examine the editing styles used to construct meaning and emotion in five short films from the “Creative Media My Home, Your Home” project. Method: The study employs qualitative content analysis grounded in the theoretical frameworks of Montage Theory and Continuity Editing as its primary methodology. Results: The findings reveal that emerging filmmakers effectively adapt universal editing techniques to convey local contexts; specifically, continuity editing is strictly utilized to maintain narrative flow and establish verisimilitude, while cross - cutting is applied in a manner akin to “intellectual montage” to foster thematic resonance. Additionally, montage and dynamic editing are strategically used for temporal compression and pacing to heighten abstract emotional intensity, though flashback and flashforward techniques were absent due to the focus on present-day narratives. Conclusion: Ultimately, the research concludes that the strategic selection of editing styles significantly influences the creation of an “emotional syntax” and enhances content quality, demonstrating how universal cinematic language can be powerfully adapted to articulate Thai local identity. These insights provide a valuable foundation for integrating the art and science of film sequencing into digital film and creative media curricula to develop the potential of future editors.

STRATEGY FOR DEVELOPING THE QUALITY OF MONKS AND NOVICES IN THE PALI TRAINING COURSE BEFORE THE SANAM LUANG EXAMINATION AT WAT HONG RATTANARAM RATCHAWORAWIHAN, BANGKOK

2025-11-12T21:25:10+07:00

Introduction: Thailand has long upheld Buddhism as its national religion. In addition, Thai society is fundamentally rooted in a Buddhist way of life, which is centered on three key institutions: the home, the temple, and the school. These three institutions have been closely interconnected and have continuously supported and complemented one another throughout history. Objective: 1) Study the management of the Pali training course before the Sanam Luang examination at Wat Hong Rattanaram Ratchaworawihan, Bangkok. 2) Study the problems and obstacles in the management of the said course. 3) Suggest strategies for developing the quality of monks and novices in the said course at Wat Hong Rattanaram Ratchaworawihan, Bangkok. Method: This research used content analysis to process data from in-depth interviews and summarize as qualitative research results. The sample consisted of administrators/instructors, those involved in teaching and learning, and students at Wat Hong Rattanaram Ratchaworawihan, Bangkok, totaling 11 monks/persons. Results: 1) The management of the Pali training course before the Sanam Luang examination at Wat Hong Rattanaram Ratchaworawihan, Bangkok, during 2021-2025, the teaching curriculum was organized in accordance with the criteria and standards of the Office of the Chief of Pali, Sanam Luang, and learners could apply the knowledge to their lives and propagate Buddhism in accordance with the objectives of the Buddhist Education Act B.E. 2562 (2019). 2) Problems and obstacles in the management of the said curriculum consist of 3 aspects: human resources, teaching media / equipment / learning location, and management. And 3) The strategy for developing the quality of monks and novices in the said curriculum at Wat Hong Rattanaram Ratchaworawihan, Bangkok consists of strategies to solve problems related to internal factors of the curriculum and strategies to solve problems related to external factors of the curriculum. Conclusions: The administration of the Pali preparatory course, integrating modern management principles with religious institutional management. It emphasizes collaboration among all sectors, alongside the application of technology and innovation to enhance management efficiency.It also develops online communication strategies to build a national network for moral and ethical development.

PERCEPTION, SATISFACTION, AND PURCHASE BEHAVIOR REGARDING WINONA COSMETIC PRODUCT COMMUNICATION VIA THE WEBSITE CHANNEL

2026-01-03T13:33:15+07:00

Introduction: Winona cosmetic product buying behavior relies on communication to create awareness through website channels. Objectives: this study aims to examine the perception, satisfaction, and purchasing behavior of Winona product users regarding Winona’s product communication through the website channel and investigate the relationship between perception and satisfaction toward website communication and purchasing behavior and brand loyalty toward Winona products. Methods: Quantitative research using questionnaires as a tool to collect cognitive data. The data were analyzed by percentage, average, standard deviation, and t-test and f-test values. Results: Consumers’ perception, satisfaction, and purchasing behavior of Winona products towards website communication were generally high (average 4.40), with awareness of information completeness (average 4.58) and ease of access to the website (average 4.57), and consumer satisfaction with the website was very high (average 4.51), with satisfaction with the convenience of using the website was the highest (average 4.60), and purchasing behavior and loyalty to Winona products were high. Consumers repurchased Winona products (average 4.45) and recommended Winona products to others (average 4.55), and hypothesis tests showed that demographic factors had no effect on consumer perception and satisfaction. But perception and satisfaction were significantly correlated with purchasing behavior and loyalty to Winona products (r = 0.7521 and r = 0.7462, respectively). Conclusion: Websites are an important tool for creating awareness. Entrepreneurs should develop their websites to provide a better user experience, such as adding AI chatbot features, automated product recommendation systems, and multimedia data presentations, to meet customer needs and increase competitiveness in China’s cosmetic product market.

FACTORS INFLUENCING THE DECISION TO PURCHASE TOUR PACKAGES AMONG THAI TOURISTS

2026-01-17T22:32:22+07:00

Introduction: Tourism serves as a vital mechanism for driving economic growth across numerous countries worldwide and represents the fastest-growing sector in the global economy in the post-COVID-19 era. Objectives: 1) examine the personal characteristics, travel behavior, marketing mix perceptions, and package tour purchasing decisions of Thai tourists traveling to China. 2) identify the marketing mix factors that significantly influence Thai tourists' decisions to purchase Chinese travel packages. Method: A quantitative research design was employed. The sample comprised 422 Thai tourists who had previously purchased guided tour programs to China, selected through purposive sampling. Data were collected via a structured questionnaire and analyzed using frequency, percentage, mean, standard deviation, and multiple regression analysis. Results: The majority of respondents were female, aged 21–30 years, holding a bachelor's degree, earning a monthly income below 20,000 Thai baht, and employed in state-owned enterprises or government agencies. With respect to travel behavior, most respondents had visited China one to two times, with trip durations of three to five days, predominantly during weekends. Package expenditure was typically below 10,000 baht, with leisure and relaxation as the primary travel motivation, and family members or relatives as the principal sources of travel influence. Overall perceptions of marketing mix factors were rated at a high level (M = 4.07, SD = 0.76), as were purchasing decision scores (M = 4.04, SD = 0.81). Multiple regression analysis revealed that at least one predictor variable significantly influenced purchasing decisions at the p < .01 level. Specifically, product, price, and distribution channels each exerted a statistically significant influence (p < .01). The overall predictive model accounted for 73.1% of the variance in purchasing decisions (R² = .731), expressed as: Y = .415 + .162_(Product) + .231_(Price) + .222_{(Distribution Channels).}Conclusion: Marketing mix factors - particularly price, distribution channels, and product - are key variables influencing Thai tourists' decisions to purchase Chinese travel packages. Tourism operators should prioritize competitive and appropriate pricing strategies, develop easily accessible sales channels, and design travel programs that precisely meet the needs and expectations of their target market.

COMMUNICATION ELEMENTS IN “BAEK KLONG TIEW” FACEBOOK PAGE: DIGITAL TOURISM COMMUNICATION STRATEGIES FOR SUSTAINABILITY

2026-01-15T22:38:52+07:00

Introduction: In the digital age, travel pages have become the primary mechanism for conveying narratives and identities of destinations. “Baek Klong Tiew” is a page that excels in storytelling through images and text, reflecting tourism communication trends that emphasize experiences and cultural values. Objectives: 1) To analyze communication components appearing in the “Baek Klong Tiew” page according to Dell Hymes' ethnography of communication concept and 2) to study the alignment between communication components and sustainable tourism communication strategies in the digital age. Method: This qualitative research employed descriptive analytical content analysis. Data were selected from 76 posts on the “Baek Klong Tiew “Facebook page between January - December 2024 using purposive sampling. Data were analyzed using Dell Hymes' SPEAKING Model framework. Results: The “Baek Klong Tiew” page demonstrates communication components that reflect sustainable tourism strategies across multiple dimensions. In terms of setting, seven types of tourist destinations were presented, emphasizing nature and culture (60.6%). Regarding purposes, the focus was on providing destination information (44.7%), travel experiences (33.1%), and recommendations/planning (22.2%). For act sequences, directive (38.2%), informative (35.5%), and expressive (26.3%) functions were used. The tone was friendly and natural (46.1%). Instrumentalities included both verbal (62.3%) and non-verbal (37.7%) language. Norms emphasized cultural respect and environmental conservation. Conclusion: Communication components in the “Baek Klong Tiew” page align with sustainable tourism communication strategies in the digital age through supporting economic, socio-cultural, and environmental dimensions. This study demonstrates that travel pages can serve as crucial mechanisms for driving sustainable tourism through effective digital communication.

LEGAL PROBLEMS IN PREVENTING MONEY LAUNDERING ABOUT KNOW YOUR CUSTOMER OF RECIPIENTS BY CRYPTOCURRENCY

2025-09-17T16:06:08+07:00

Introduction: The emergence of crime in contemporary society is closely linked to social and economic problems that affect daily life and pose threats to life and property. Crime has evolved alongside societal and technological advancement. Objectives: 1) To examine the conditions, concepts, and theories related to legal issues in preventing money laundering concerning the identification of recipients through digital currencies. 2) To study relevant laws addressing such legal issues in both foreign jurisdictions and Thailand; and 3) To propose measures and guidelines for improving laws related to identity verification in anti-money laundering efforts involving digital currencies. Method: This study employed a qualitative research approach through documentary research, including books, textbooks, academic articles, research studies, and related documents. The collected data were analyzed, synthesized, and descriptively presented to formulate recommendations for improving laws on identity verification in money laundering prevention to align with the evolving digital society. Result: The study found that 1) Identity verification measures are crucial for legal enforcement and practical implementation; however, such measures do not currently cover individuals who are not registered with the Securities and Exchange Commission. 2) Relevant laws addressing identity verification in the prevention of money laundering through digital currencies include the Emergency Decree on Digital Asset Businesses B.E. 2561 (2018) and the Anti-Money Laundering Act B.E. 2542 (1999). 3) The study proposes legal amendments to enhance anti-money laundering effectiveness, including: (1) revising the Emergency Decree on Digital Asset Businesses B.E. 2561 (2018) to extend coverage to unregistered individuals; (2) amending the Anti-Money Laundering Act B.E. 2542 (1999) to expand identity verification requirements to include digital asset business operators and individuals not registered with the Securities and Exchange Commission; and (3) modernizing identity verification measures and providing effective training for officials responsible for identity verification services. Conclusion: The development and improvement of these legal measures would reduce legal loopholes, enhance transparency in the digital financial system, and strengthen the effectiveness of anti-money laundering efforts, thereby contributing to long-term economic stability and public confidence in the national legal system.

LOGO AND PACKAGING DESIGN FOR SILK PRODUCTS, TO CREATE VALUE AND INCREASE COMMERCIAL COMPETITIVENESS FOR THE MULBERRY PLANTING AND SERICULTURE GROUP AT BAN HUAI SAI, KONG DISTRICT, NAKHON RATCHASIMA PROVINCE

2026-01-03T21:50:50+07:00

Introduction: Adding value is key to developing community products. Objective: 1) To design a logo and packaging for silk products to create value and enhance commercial competitiveness for the mulberry cultivation and silkworm rearing group in Ban Huai Sai, Khong District, Nakhon Ratchasima Province. 2) To evaluate the satisfaction of the sample population with the effectiveness of the logo and packaging design for silk products aimed at creating value and increasing commercial competitiveness for the mulberry cultivation and silkworm rearing group in Ban Huai Sai, Khong District, Nakhon Ratchasima Province. Methods: This mixed-methods research involved collecting in-depth data from representative groups, local experts, and community leaders, and assessing group satisfaction using quantitative data. Results: The results of extracting local identity, including elephants, peniat, women's clothing, weaving equipment and silk patterns, were used to inform design process. Focus group discussions were held with 10 representatives from community and community leaders to collaboratively develop design. The developed design was then evaluated by three design experts. The selected design received an average score of 4.54, interpreted as "very good," and a trademark registration application was submitted under the name "Phum Peniat" (Application Number 250107380). The product was then sold at the OTOP center and exhibited at the provincial level. The results showed an increase in member income, with a profit of 65.38. A satisfaction survey of the 10 group members and 80 consumers yielded an average score of 4.69, interpreted as "very good." Conclusion: Designing with local identity enhances community products and economy.

LEGAL ENFORCEMENT PROBLEMS IN SPA BUSINESS

2026-01-03T21:32:56+07:00

Introduction: The rapid expansion of the spa industry has precipitated significant challenges regarding regulatory oversight and legal enforcement. Although Thailand’s spa business demonstrates high potential and has achieved regional recognition, operators continue to encounter formidable obstacles arising from regulatory redundancy. Specifically, the Health Establishment Act B.E. 2559 (2016) imposes excessive financial burdens and creates operational barriers for business owners. Objective: 1) examine the problems and obstacles in the operation of spa, health massage, and beauty massage businesses that are unconducive to entrepreneurs 2) to examine the laws, regulations, and ministerial regulations governing spa business operations, including a comparative study of foreign laws; and 3) to propose guidelines for the amendment or repeal of legal provisions that constitute impediments to the spa business. Method: Qualitative research approach through documentary research primary and secoundary sources,including laws,academic articles,and research paper.Results: The current regulatory framework, particularly the cumbersome and obsolete licensing procedures, constitutes a significant barrier to the development of the spa business. Regulatory reform, such as streamlining licensing processes and reviewing outdated legislation, would enhance the competitiveness of the spa industry and solidify Thailand’s position as a regional wellness tourism hub. Conclusion: for amending relevant laws and ministerial regulations to foster sustainable community and national economic development and support the growth of the spa business.

THE INFLUENCE OF EXTERNAL AND INTERNAL FACTORS THAT AFFECT TO PERCEIVED BENEFITS AND PERCEIVED RISK OF OTOP ENTREPRENEURS IN RENTING SPACE OF SHOPPING MALL IN THE PERSPECTIVE OF SOR THEORY

2025-12-15T11:00:52+07:00

Introduction: The gaps of this research are the study of the effect of Intra-group influence among OTOP entrepreneurs to perceived benefits and perceived risks in mall space rental and employing the S-O-R theory for explaining the influence of external and internal factors affecting to perceived benefits and perceived risk of OTOP entrepreneurs in mall space rental. Objective: The purpose of this research was to study the influence of external and internal factors that affect to perceived benefits and perceived risk of OTOP entrepreneurs in mall space rental in the perspective of SOR theory. Method: The research is quantitative research by employing descriptive research technique. This research employed questionnaire to collect data from OTOP entrepreneurs. Samples of this study are 270 samples. For the sampling technique, this research employed non-probability sampling via purposive sampling technique. Results: The research found that payment flexibility, service quality, the Intra-group influence among OTOP entrepreneurs, integrity communication, perceived rental fee, trust with the shopping mall affect to perceived benefits in in mall space rental. In addition, this research also found the influence among the group of OTOP entrepreneurs affect to perceived risk in in mall space rental. Conclusion: The effects of internal factors and external factors to perceived benefits and perceived risks in mall space rental with the perspective of S-O-R theory were found. In addition, this research also proposes the academic contributions, managerial implications and future research.

GUIDELINES FOR IMAGE DEVELOPMENT OF OSOTHO MAGAZINE TO REACH GENERATION Y AND Z TOURISTS IN THAILAND

2024-06-06T19:31:51+07:00

Introduction: At present, tourism has become an important component and a significant factor in people’s lifestyles compared to the past. The increasing desire to travel is largely influenced by exposure through social media, where travel experiences are widely shared within online communities. Objectives: 1) To examine the opinions and perspectives of Thai tourists from Generation Y and Generation Z toward the communication of Osotho Magazine (Anusarn Or.Sor.Tor.). 2) To study the travel behaviors of Thai tourists from Generation Y and Generation Z. and 3) To propose guidelines for developing operational strategies and improving the image of Osotho Magazine. Method: This study employed a qualitative research approach using in-depth interviews. Purposive sampling was applied to select participants, consisting of 8 Thai tourists from Generation Y and Generation Z, and 6 experts. Result: 1) The opinions and perspectives of Thai tourists from Generation Y and Generation Z were found to be similar regarding both online and offline media. The Osotho Magazine website is popular for accessing tourism information, and the travel destination recommendation column is the most favored section. 2) Regarding travel behavior, both groups of Thai tourists show a tendency to travel more frequently and often travel with friends or family. Generation Y places importance on sustainable tourism, while Generation Z prefers using online media for travel planning as well as following tourism news and updates. And 3) In terms of operational development and image improvement for Osotho Magazine, the findings suggest that more online distribution channels should be expanded and that content should be modern and aligned with audience interests. This development should follow the OST concept: O = Outstanding Design, S = Simplify (presenting content in a clear and understandable way), and T = Digital Technology / Tourism Trend (keeping up with digital technology and emerging tourism trends). Conclusion: The findings reflect that tourism media must adapt by emphasizing digital communication while presenting modern content that responds to the behaviors of new-generation tourists. Therefore, Osotho Magazine should develop its presentation formats and communication strategies in line with tourism trends and digital technologies in order to create a modern image and effectively reach its target audiences.