Academic Journal of the Northern Rajabhat University Graduate Network

Journal of Graduate Studies in Northern Rajabhat Universities

บรรณาธิการวารสารฯ บรรณาธิการวารสารฯ — 2024-08-27

1 A MODEL DEVELOPMENT OF THE AGING REHABILITATION AND NURSING HOME OF UTTARADIT RAJABHAT UNIVERSITY

KANYARAT PHUENGBANHAN — 2024-08-27

This research and development aimed to develop a model of an aging rehabilitation and nursing home of Uttaradit Rajabhat University. The 77 key informants selected from stakeholders consisted of relevant aging care executives, public and private sectors’ practitioners, and entrepreneurs in Uttaradit Province. The data were collected by using documentary analysis, a set of in-depth interview and focus group discussion issues; then, the collected data were analyzed qualitatively. The results showed that there were 4 components. First, the input components consisted of Uttaradit Rajabhat University and Uttaradit Hospital as the principal operational partners, public sectors, private sectors, professional human resouces, budgets, buildings, supplies, and service programs. Second, the process components covered daycare and overnight care services, affordable service fee suitable for the target groups’ application with a summative payment system and the nursing home’s self-sufficiencicy. A promotion of lifelong education would be given to the elderly along with the university students’ and caregivers’ practicum. Third, the model’s driving mechanism was based on social network, in which needs assessment was carried out by stakeholders and participatory knowledge management was among the ministerial and provincial officials, particularly Uttaradit Rajabhat University and community partners. Fourth, the expected outcomes would consist of healthy and well-being elderly people, aging-friendly environment, and aging-friendly university. The model evaluation results indicated the feasibility and appropriateness of the “eldely home’s” establishment with its features and components, including a new innovative body of knowledge development with operational outcomes in terms of financial, aging health and social values with the target groups’ digital and face-to-face communicability.

2 THE DEVELOPMENT OF SELF-DRIVE TOURISM ROUTES TO SUPPORT AND STIMULATE TOURISM IN THAILAND ROYAL COAST

ATCHARAWAN PHENWANSUK — 2024-08-27

This research aims to 1) identify and select potential areas for studying tourism routes, 2) create tourist routes, and 3) experiment, evaluate, and learn lessons from tourism route development to stimulate tourism in the royal coastal development zone. Research designs include research and development and mixed methods research. The target groups include tourism entrepreneurs, community leaders, local wisdom, executives of provincial tourism and sports offices, executives of the Tourism Authority of Thailand from Phetchaburi, Prachuap Khiri Khan, Chumphon, and Ranong provinces, 10 people each, totaling 40 people, and 40 tourists. The research instruments include interview forms, questionnaires, assessment forms, and tourist route models. Data were collected using in-depth interviews, group discussions, and observations. The research results revealed that 1) the selection of areas covered natural and cultural resource bases that could be comprehensively used in route planning. 2) Tourist routes included Phetchaburi with two routes, Prachuap Khiri Khan with three routes, Chumphonce with three routes, and Ranong with one route. 3) The experiment results with high-quality tourists revealed that tourists were overall satisfied at a high level. The aspects with the highest average values were the value and attractiveness of tourism and the environment of the attractions that were appropriately beneficial to tourists.

3 DEVELOPMENT OF LIFE AND CAREER SKILLS OF YOUTH LEADERS NETWORK UNDER THE PHILOSOPHY OF SUFFICIENCY ECONOMY THROUGH LEARNING PROCESS TOWARDS THE CREATIVE ECONOMY IN NAN PROVINCE

THOTSAPON PONGTA — 2024-08-27

This research aimed to 1) study youth life and career skills problems, 2) develop the learning process, 3) develop life and career skills and build a network of youth leaders, and 4) make strategic recommendations for the development of life and career skills of the youth leader network. The sample group consisted of 527 youths and 400 youth leaders. The target group was 30 youths and 25 experts. The research instruments included questionnaires, interview forms, evaluation forms, and tests. Data were collected through questionnaires, interviews, and workshops. The data were analyzed by mean, standard deviation, t-test, and content analysis.

The results of the study revealed that 1) problems with life skills and careers of youth under the Philosophy of Sufficiency Economy in Nan Province as a whole were at a high level. 2) The learning process consisted of six learning units. The results of the development of youth leaders revealed that the learning outcomes of leaders in every learning unit after the training were higher than before, with a statistical significance of .05. 3) Youth leaders were satisfied with the training at a high level. 4) Strategic recommendations consisted of nine strategies. They were consistent, appropriate, and feasible at a high level.

4 THE INFLUENCE OF WORK MOTIVATION AND ORGANIZATIONAL COMMITMENT AS MEDIATOR FACTORS TOWARD WORKING ENVIRONMENT TO THE EMPLOYEE WORK EFFICIENCY IN THE AUTOMOTIVE PARTS AND SPARE PARTS INDUSTRY

PIYANUCH PROMPRASERT — 2024-08-27

The objectives of this research were: 1) to investigate the influence of the working environment, work motivation, organizational commitment, and employee work efficiency; and 2) to investigate the influence of moderator variables of work motivation and organizational commitment as mediator factors toward the working environment to employee work efficiency. The samples were 640 employees working in the automotive parts and spare parts industry. Data were collected using a questionnaire and statistics used in this research were frequency, percentage, average, standard deviation, and structural equation modeling. The research results revealed that 1) the working environment had no direct positive influence on employee work efficiency; 2) the working environment had a positive direct influence on employee motivation; 3) the working motivation had a positive direct influence on employee work efficiency; 4) the working environment had a positive direct influence on organizational commitment; 5) the organizational commitment had a positive direct influence on employee work efficiency; and 6) the working environment had a positive direct influence on employee work efficiency, with work motivation and organizational commitment as mediator variables. The research findings can be used to plan and formulate human resource management policies to be more efficient.

5 INTEGRATED MARKETING COMMUNICATIONS DEVELOPMENT FOR ECOTOURISM DEVELOPMENT FOR ETOURISM MARKETING PROMOTION WITH BRAND PERSONA: CASE STUDIES OF PHATO DISTRICT AREA AND PITAK ISLAND COMMUNITY, CHUMPHON PROVINCE

OUSANEE SAWAGVUDCHAREE — 2024-08-27

The research aims (1) to study circumstances surrounding tourism-related marketing communications, and (2) to create the development guidelines for integrated marketing communications that are appropriate for ecotourism for promoting e-tourism marketing with brand persona, using the area of Phato District and Koh Phithak Community in Chumphon Province. Qualitative research was utilized in its design with a target group of 34 people, consisting of 20 tourists, and 14 villagers and community leaders. Data was collected through interviews using a semi-structured interview form. Moreover, documentary evidence and non-participation observation methods were used to analyze the data using content analysis, thematic coding analysis, critical analysis, and triangulation. According to the research findings to address the first objective, the conditions surrounding tourism-related marketing communications of the case studies were suitable.

Still, there was a lack of diversity in content and communication channels that would be accessible and attractive and stimulate feelings to create a desire to travel regularly. In addition, to address the second objective, it was found that the development process should involve collaboration between both the community and the experts. To create a brand persona for each location, applied tourism marketing psychology with the analyzed data to find out what each group of tourists has expectations, needs, and wants to see through the e-market to create a brand persona for each location to create a distinctive personality, able to create media that will send messages to the audience when they decide to travel.

6 SMART GOVERNANCE STRATEGIES OF LOCAL ADMINISTRATIVE ORGANIZATIONS IN NAKHON RATCHASIMA PROVINCE

WUTTICHAI WONGPUNYO — 2024-08-27

The objectives of this research were to study the states, problems, and factors related to smart governance; and develop and evaluate smart governance strategies of local administrative organizations in Nakhon Ratchasima. The 496 participants consisted of 496 chief executives and officers of local organizations, and chairpersons of local councils. The 34 informants for the strategy development consisted of chief executives and officers of local organizations, chairpersons of local councils, experts in strategy development and smart governance, and representatives from civil society sectors. The research tools included a questionnaire and an interview schedule, and the data were collected through a questionnaire, document analysis, in depth interviews, focus group discussions, workshops, connoisseurship, and strategy assessment forms. The data were analyzed using frequency, percentage, mean and content analysis. The research results showed that there were a few processes of cloud computing and big data. In terms of the problem, there was a lack of Intelligent Operation Center for local administrative organizations. As for related factors, there were insufficient budgets for smart governance, and laws were obstacles in smart governance. Also, it was found that the important smart governance strategies were raising the efficiency of public services with digital technology, improving the data center of smart governance to meet standards, and increasing people’s knowledge and ability to access public services using digital technology. The results also showed that the developed strategies were consistent, appropriate, feasible, and profitable at a high to the highest level.

7 INTEGRATION OF EDUCATIONAL POLICY FOR DEVELOPING A COMMUNITY COMPETENCY – BASED CURRICULUM : SUKHOTHAI EDUCATION SANDBOX

SUNEE BOONPITUK — 2024-08-27

The purposes of this research were to develop a community competency-based curriculum
and construct learning plans for teaching and instructional supervision. The 25 respondents consisted of administrators, teachers , the supervisors , the academic ,educational directors from local organization, local philosophers , village health volunteers and social development and human security volunteers. The research instruments were an interview, assessment form of community competency-based curriculum and learning plans. The data were collected by focus group discussion and workshop and analyzed using Analytic induction and Analytical Description. The results revealed that as the area of Muengkao Sub-district had cultural and traditional capital, local wisdoms and tourist attraction, the content was integrated in community competency-based curriculum in school curriculum for early childhood, primary students and secondary students with the title of “The marketing and tourism of Muengkao Community”. In terms of the lesson plans for early childhood, it was found that children learned with real situation. Early childhood teachers took children to learn at Muangkao Sub-district so children enjoyed the lessons and got new knowledge. For primary students, it was found that learning was integrated in English for Communication, which was taught by a foreign teacher. The students enjoyed learning, were self – assured, dared to speak English with foreign teachers and tourists. As for secondary students, it was found that there were teachers’ networks. The educational guideline suggested that community should be allowed to participate more in education. There were new activities for instruction. The goals of students’ vocational development should begin from community. Moreover, the students could earn their livings in their own communities

8 THE VALIDATION OF MEASUREMENT MODEL OF DIGITAL LITERACY OF PRE-SERVICE STUDENT TEACHERS IN THE FACULTY OF EDUCATION, RAMBHAI BARNI RAJABHAT UNIVERSITY

Atirath Kerdthong — 2024-08-27

The research objective was to test the validation of the measurement model of digital literacy of pre-service student teachers. The samples consisted of 360 pre-service student teachers in the Faculty of Education at Rambhai Barni Rajabhat University, obtained from stratified random sampling. The research instrument was a digital literacy test for pre-service student teachers with seven factors, with an index of discrimination between 0.31 - 0.85 and reliability between 0.73-0.83. A statistical technique used for data analysis was confirmatory factor analysis. The research findings showed that the measurement model of digital literacy of pre-service student teachers had validity through consideration of 1) a fit model with a p-value greater than .05, and all values of fit indices passed the evaluation criteria, and 2) the results of the construct validity analysis showed that the factor loadings were in the range of 0.58-0.93, the construct reliability was in the range of 0.67-0.94, the average variance extracted was in the range of 0.50-0.84, and the relationships between the factors had discriminant validity.

9 THE MODEL OF NEW PERSONNEL ADMINISTRATION FOR ENHANCING MOTIVATION FOR WORKING OF THE TEACHERS UNDER OFFICE OF THE BASIC EDUCATION COMMISSION IN THE LOWER NORTHERN REGION

NATTHANAN JADDUM — 2024-08-27

The objectives of this research were to study the components, examine the current conditions, problems, and approaches, develop a model, and evaluate the new personnel administrative model for enhancing motivation for working of the teachers under Office of the Basic Education Commission in the Lower Northern Region of Thailand. A convergent parallel mixed methods research design was used, and both quantitative and qualitative data were collected simultaneously to complement each other. The participants were informants, experts, specialists, and academics in personnel management and organizational psychology, educational administrators, school administrators, and teachers. Data collection was conducted through an interview, a questionnaire, a workshop, connoisseurship, and public hearing. The data were analyzed by using content analysis, confirmatory factor analysis, mean, standard deviation, frequency, and percentage.

The research findings revealed that the new management model consisted of 8 components: recruitment of personnel conducive to work performance, allocation of job scopes conducive to work performance, arrangement of work conditions conducive to work performance, promotion of professional advancement, development of positive relationships in educational institutions, performance evaluation based on principles of good governance, creation of work motivation, and promotion and maintenance of work discipline. In addition, it was found that the condition of the new personnel management model was at a high level. The most common problem was the allocation of sufficient personnel for operations. The proposed solutions included planning workforce requirements based on necessity and recruiting personnel through digital platforms. Also, the new personnel management model that has been reviewed in expert seminars consisted of 9 components: principles, objectives, inputs, processes, outputs, outcomes, impacts, successful conditions, and feedbacks. The model was highly accurate and appropriate. Finally, as evaluated through public hearing, the model showed the highest level of feasibility and usefulness.

10 THE DEVELOPMENT OF LEARNING UNIT IN NAKHON SAWAN TRAVELLING FOR PRATHOMSUKSA 6 STUDENTS

SIRADA PHIWTHONG — 2024-08-27

The purposes of research were to develop a learning unit on Nakhon Sawan Travelling for Prathomsuksa 6 students, compare Prathomsuksa 6 students’ achievement on the learning unit, and examine Grade 6 students’ satisfaction towards the learning unit. The research participants were 14 students in Grade 6 that studied in the second term of the academic year 2022 at Watklangdad School. They were selected by using cluster random sampling. The instruments used in the research were a basic information questionnaire about demand of development of learning unit, the learning unit on Nakhon Sawan Travelling, eight lesson plans, an achievement test with 30 items of multiple choices, and a questionnaire on satisfaction towards the learning unit. The data were analyzed using frequency, percentage, mean, standard deviation and Wilcoxon signed rank test. The research findings showed that the learning unit was at a high level. The students’s posttest learning achievement was higher than that of the pretest at significantly statistical level of .05. In addition, their satisfaction towards the learning unit was at a high level.