Journal of Business Administration and Social Sciences Ramkhamhaeng University

Strategies for Change Management Artificial Intelligence (AI) to Enhance Positive Organizational Culture

Surapat Mangkalee — 2026-03-02

Artificial Intelligence (AI) is an advanced technology, often referred to as a “digital brain,” that is accessible to everyone and applied across a spectrum ranging from basic tasks to highly complex operations. AI is present in nearly every business activity and can be utilized across all dimensions of an organization, as well as in the daily lives of employees. AI technology can perform tasks beyond human capability, but users must understand how to use it correctly and appropriately to achieve positive outcomes. However, overreliance on AI may reduce employees’ capabilities. Currently, AI continues to evolve, which can create anxiety among employees. Some may resist or reject AI due to a lack of true understanding. Therefore, executives must establish strategies to cope with the changes brought by AI, while also adjusting the work environment so that employees feel valued. This includes emphasizing the enhancement of employees’ knowledge and understanding, reshaping mindsets, and encouraging openness to learning new things. Organizations should support collaboration between humans and AI, develop future skills and new employee roles, and adopt transparent, participatory communication. They should also provide opportunities for employees to innovate with AI, while building confidence that AI is a “assistant,” not a “competitor.” Moreover, the advancement of AI technology never stands still. Therefore, organizations should manage change in a way that helps employees feel confident and grow alongside AI, while also fostering an organizational culture in an era where work is driven by AI.

Factors Influencing Consumers’ Decision-Making in Purchasing Healthy Food in Bangkok for Sustainable Health and Well-Being

Siraphob Wonglaphat — 2026-03-02

This study aimed to 1) examine the personal characteristics of healthy food consumers in Bangkok, 2) investigate consumers’ opinions regarding the marketing mix and their purchasing decisions toward healthy food, and 3) analyze the factors influencing healthy food purchasing behavior among consumers in Bangkok. Data were collected using a questionnaire administered to 400 healthy food consumers in Bangkok, selected through simple random sampling. The data were analyzed using descriptive statistics, including mean and standard deviation, as well as inferential statistics, namely t-test, one-way analysis of variance (ANOVA), Scheffé’s post hoc comparison, and multiple regression analysis. The results revealed that the majority of respondents were female, aged between 30 and 39 years, single, held a bachelor’s degree, had an average monthly income of 25,001–35,000 baht, and were employed in the private sector. Overall, respondents reported their opinions toward the marketing mix at the highest level, while their purchasing decision toward healthy food was at a high level. Hypothesis testing indicated that gender did not result in significant differences in purchasing decisions. However, differences in age, marital status, educational level, monthly income, and occupation significantly affected healthy food purchasing decisions at the .05 level. Furthermore, the marketing mix factors were found to significantly influence consumers’ healthy food purchasing decisions in Bangkok. The marketing mix variables were able to explain a moderate level of variance in healthy food purchasing decisions, accounting for 54.9 percent (Adjusted R² = .549), with statistical significance at the .05 level.

Ethical Dimensions of Pet Tourism: Balancing Human Enjoyment, Animal Welfare and Sustainable Hospitality

Jirapat Laekhakula — 2026-03-02

Pet tourism is expanding rapidly worldwide, reflecting a profound societal shift in which companion animals are increasingly regarded as integral members of the family unit. Despite this growth, the majority of pet-friendly service providers remain predominantly driven by commercial interests, with insufficient attention given to ethical considerations and animal welfare.

This article proposes a conceptual framework for ethical pet tourism, aimed at achieving a balanced equilibrium among human enjoyment, animal welfare, and the sustainable operation of hospitality businesses. The framework is grounded in the integration of three theoretical perspectives: Stakeholder Theory, which delineates the ethical responsibilities of all parties involved in pet tourism; the Triple Bottom Line of Sustainability, which extends the conventional 3P model — People, Planet — to include Pets as a third dimension of sustainable development; and Animal Welfare Theory, which establishes ethical standards based on the Five Freedoms framework.

The synthesis of these perspectives leads to the development of an Ethical Pet Tourism Model — a conceptual framework centered on principles of respect, compassion, and shared responsibility between humans and their animal companions. The article further offers practical recommendations for service businesses and public policy, advocating for ethical pet tourism as a foundational paradigm for contemporary tourism development

Foreign Tourists’ Experiences and Perceptions of 7Ps Marketing Mix in Street Food Gastronomy Tourism: A Case Study of Yaowarat, Bangkok

Yanisa Mitgosoom — 2026-03-02

This research aimed to investigate the experiences and perceptions of foreign tourists regarding the Marketing Mix (7Ps) factors in street food gastronomy tourism in Yaowarat (Bangkok's Chinatown). Data was collected through semi-structured, in-depth interviews with 30 foreign tourists and analyzed using Content Analysis.

The findings reveal that tourists reported overall satisfaction with their experience, primarily driven by the core strengths of: Product (the variety and unique culture of Chinese-Thai food), Price (high value for money), Promotion (powerful word-of-mouth marketing and digital media influence), and Place (the vibrant atmosphere and unique charm of Chinatown).

However, the study highlighted explicit concerns regarding hygiene and cleanliness (Product/Physical Evidence), crowding and difficult street access (Place/Process), and language communication barriers of vendors (People). These issues are critical barriers that detract from comfort and limit the potential for achieving an optimal experience. The research recommends that elevating infrastructural standards for sanitation, systematically managing crowding, and enhancing the language skills of vendors are essential steps for sustainable marketing and maintaining Yaowarat's global image.

An Analysis of Criteria for Logistics Service Selection Between Freight Forwarding and Courier Services: A Case Study of A Washing Machine Manufacturing Company

Kansinee Artduangedee — 2026-03-02

This research aims to examine the key factors influencing the selection of freight transportation services between Freight Forwarders and Express/Courier providers within companies manufacturing washing machine components. The study focuses on four primary factors: product weight and characteristics, cost, quality, and service performance. SWOT Analysis and a Decision Matrix were employed to evaluate strengths, weaknesses, opportunities, threats, and to determine the most suitable transportation service provider. The sample consisted of 20 experienced personnel from 20 companies, selected through purposive sampling, all of whom had direct experience using air freight services via both Freight Forwarders and Express/Courier providers.

The SWOT Analysis revealed that Freight Forwarders possess notable strengths such as extensive experience and expertise in air freight transportation (4.45), as well as the capability to handle large shipping volumes consistently (4.35). However, their weaknesses include slower delivery speed and higher service costs compared to certain competitors. Express/Courier providers demonstrated strengths in having efficient shipment tracking systems (4.50) and comprehensive domestic and international partner networks (4.50), while their weaknesses primarily relate to high shipping costs relative to weight and inconsistent customer responsiveness in some cases.

Results from the Decision Matrix indicated that Freight Forwarders are more advantageous in terms of weight handling and transportation cost, whereas Express/Courier providers excel in quality and service performance. Overall, the findings suggest that Freight Forwarder services are more suitable for shipments exceeding 60 kilograms, while Express/Courier services are better suited for shipments weighing less than 60 kilograms.

The outcomes of this study provide practical guidance for industrial operators in making effective and cost-efficient decisions when selecting transportation service providers.

Analysis of Factors for Evaluating Customs Broker Service Providers: A Case Study of a Polymer Importing Company in the Eastern Seaboard Industrial Estate, Rayong Province

Nattakarn Srisaengvech — 2026-03-02

This study aims to identify the key factors influencing the service performance of customs brokers and to assess the relative importance of these factors for the development of service evaluation criteria. The Analytic Hierarchy Process (AHP) was employed as the primary analytical method. The findings indicate that six factors have an average weight greater than or equal to 0.07, signifying a higher level of importance compared with the overall average of all evaluated factors. These critical factors are: 1) security of goods during the import/export process average weight = 0.22 2) ability to resolve on-site problems 0.13 3) compliance with customs regulations and company policies 0.10 4) promptness in responding to customers 0.09 5) accessibility of personnel 0.07 and 6) accuracy of documentation 0.07. The results provide valuable insights for improving service quality assessment and decision-making in customs brokerage operations.

Choreographic Patterns of The Dance Artist in The Admire Beauty of Sammanakkha Transform Her Body Episode

Rawee Ruangsri — 2026-03-02

This qualitative research aimed to study the Choreographic Patterns of master dancers in admire beauty of Sammanakkha Transform her body Episode, The data were collected using a purposive sampling method involving three master dancers from the Office of the Performing Arts, Fine Arts Department. These dancers were specifically chosen as they were responsible for originating, inventing, and transmitting the dance movements for this Episode to other performers.The data analysis involved content analysis, comparison, and descriptive explanation.The research findings revealed that the dance movement patterns of the master dancers in this scene were invented by the dancers with significant freedom, but they must consist of:1.Standardization of Movement Repertoire : The research identifies a unified set of movements categorized by their communicative function: 1.1 Symbolic Pointing: Dancers use precise finger-pointing gestures to indicate specific locations or narrative elements, conveying abstract meaning 1.2 Physical Metaphor: The curled-fingertip hand position is executed in direct relation to a specific body part to symbolize and communicate its beauty 1.3 Naturalistic Expression: Everyday or naturalistic gestures are integrated to convey simple concepts or reference the body in general 1.4 Canonical Sourcing: Movements are drawn from the fundamental master dance text 1.5 General Theatrical Action: Standard theatrical gestures commonly utilized across the dance-drama repertoire are employed for general movement and stage directions 2. Embellishment During Vocal Extensions: The study details the use of movement ornamentation specifically applied during the melodic extension pauses in the sung narrative. These stylized embellishments include 2.1 Sustained Pose and Sway: Holding a fixed position while executing a subtle, rhythmic torso shift 2.2 Articulated Body Mechanics: Controlled manipulation of the joints, involving alternating shoulder and waist depression combined with rhythmic flexing and extending of the elbows 2.3 Wrist Flicking: Various forms of intricate wrist flicking or fanning motions using the curled-fingertip hand position, performed either alternately with both hands, simultaneously, or with a single hand 2.4 Alternating Hand Sweeps: Rhythmic, alternating passage of the hands across the body using the core hand gesture 2.5 Rhythmic Footwork: Subtle percussive stepping or stamping integrated into the ornamentation sequences

Life of Durian Farmers In The Era of "Chinese Traders (Lhong)": Stories of Orchard Owners in Si Khit Subdistrict, Sichon District, Nakhon Si Thammarat Province, From 1990 to 2020.

Jaruwan Makiad — 2026-03-02

This research aims to study the life experiences and perspectives of durian farmers in Si Khit Subdistrict, Sichon District, Nakhon Si Thammarat Province during the period of growth in durian cultivation and trade, with the arrival of Chinese Lhong. This study is a qualitative study, conducted through In-Depth Interviews with eight local farmers, and the narrative method, which focuses on studying people's lives through storytelling, emphasizes the experiences and perspectives of the storyteller. The study found that since the 1990s, Si Khit Subdistrict, Sichon District, Nakhon Si Thammarat Province, has been one of the southern regions where durian cultivation have expanded continuously. Due to the high price of durian and its demand in both domestic and international markets, especially in China, which is the world's largest durian purchasing market, local people have changed their orchard farming methods from growing coffee and various fruits to growing more durian. In the 2010s, the expansion of the role of Chinese Lhong (middlemen/export agents) in the Si Khit sub-district enabled local farmers to export their durian, generating more income for their families. This marked a prosperous period for the durian farming profession. In the early 2020s, durian farmers faced challenges due to the COVID-19 situation and the Chinese government's lockdown measures. However, the lives of durian farmers were not in crisis as they were still able to export their durian through the role of Chinese Lhong warehouse that came to buy durian in the area.

The Protection of The Rights of Resident of Private Dormitory In The Case of Collection of Biometric Data as A Controlling Measure for Entering and Exiting The Dormitory: A Study of The Data Subject Consent

Kanathip Thongrawewong — 2026-03-02

The purposes of this study were 1) to analyze the conditions and elements of consent for collecting personal data of resident of private dormitory by comparing the personal data protection laws of Thailand with the laws of the European Union. 2) to analyze the request for consent from resident of private dormitory to collect biometric data for the purpose of controlling access under the legal element of freely given consent by comparing the personal data protection laws of Thailand with the laws of the European Union. This study was conducted by a qualitative methods approach. Data were collected from relevant laws and literatures and were analyzed by content analysis method.

The results indicated that 1) Requesting consent from resident of private dormitory to collect biometric data shall be freely given consent as stipulated in section 19 and GDPR section 4 (11), recital 32 and 43 which comprised 4 sub-conditions, i.e. balancing of power between the data controller and the data subject, negative impacts from not consenting, conditional consent and specific consent. 2) In the case where operator of dormitory requires residents to be collected facial scan or other biometric data without giving options or other means for entering the dormitory for those who were not willing to give consent, such consent was considered unlawful because it did not comply with the condition of freely given consent. Based on the results, the researchers recommend that dormitory operators provide alternative options for those who do not consent to face scanning.

A Study of Physical and Management Conflicts Between Government Areas and Public Spaces Based on a Spatial and Management Framework A Case Study of the Government Complex in Samut Prakan Province

Pacharamon Promduangsri — 2026-03-02

At present, government complexes no longer function solely as workplaces for public agencies but have increasingly taken on the role of public spaces where citizens engage in various activities. This transformation has led to overlapping uses between administrative areas and public spaces. However, unclear spatial organization and management mechanisms may result in conflicts of use and reduce overall spatial efficiency. Therefore, examining such conflicts is essential for developing appropriate management approaches that accommodate both government officers and the general public.

The objectives of this study are: 1) to examine the spatial use behavior of government officers and the general public within the Samut Prakan Provincial Government Complex; 2) to analyze problems and inconsistencies arising from the shared use of administrative and public spaces; and 3) to propose appropriate public space management strategies for the study area.

A mixed-methods approach was employed, including field surveys, behavioral observations, in-depth interviews, and questionnaire surveys administered to 240 respondents. The data were analyzed using descriptive statistics and one-way analysis of variance (ANOVA).

The findings reveal that spatial conflicts are closely associated with levels of accessibility and degrees of spatial control between two main spatial categories: (1) administrative areas and (2) public spaces. Key issues commonly perceived by both user groups include safety concerns, a lack of shaded and resting areas, and unclear management structures. Government officers reported significantly higher levels of perceived conflict than the general public in certain aspects.

The study also indicates that the Samut Prakan Provincial Government Complex has strong potential to function as a hybrid space accommodating both administrative and public roles, provided that spatial management is conducted in an integrated and systematic manner. Key recommendations include clear spatial zoning, time-based access management, and enhanced public participation. These findings can serve as a reference for managing government complexes in other urban contexts with similar characteristics

The Protection of The Rights of Resident of Private Dormitory in The Case of Collection of Biometric Data as A Condition for Entering and Exiting The Dormitory: A Study of The Application of Exceptions to Consent According to Personal Data Protection Act B.E.2562

Chanchai Sawangsak — 2026-03-02

This research aims to 1) study, analyze, interpret and apply the legal basis according to Section 24 of the Personal Data Protection Act B.E.2562 in the case of collecting personal data of residents of private dormitories to control entry and exit; and 2) study, analyze, interpret and apply the legal basis according to Section 26 of the Personal Data Protection Act in the case of collecting personal data of residents of private dormitories to control entry and exit. This research uses qualitative research methods to analyze the comparative content of Thai law and European Union law.

The research results found that: 1) In the case where private dormitory operators collect personal data of residents to control access, which is general personal information such as the use of electronic cards, they may refer to an exception that does not require consent from the data subject according to Section 24 (5). 2) In the case where private dormitory operators collect face scan of residents to control access, which under the Personal Data Protection Act is classified as biometric data, this is a case that requires consideration of the exception of consent according to Section 26. However, the Act does not specify specific exceptions for controlling building access, but there are related exceptions, namely Sections 26(1) and 26(5). However, the analysis of the elements and conditions according to the text of the aforementioned exceptions, together with other relevant laws, especially the Dormitory Act B.E. 2558 found that dormitory operators do not have the duty or authority by law to collect facial scans or biometric data of residents. Therefore, it does not fall under the exception that does not require consent according to Section 26. Consequently, this research has recommendations for dormitory operators as follows: 1) obtaining consent from residents in case of scanning face for entering the dormitory. 2) Modifying the access control measures by using other methods that do not collect biometric data, such as using key cards.

The Relationship Between Psychological Flexibility, Emotional Regulation and Empathy among Service Staff of Five-Star Hotels in Bangkok

Chawaporn Tangkitphatikul — 2026-03-02

The objectives of this research were: 1) to examine the levels of psychological flexibility, emotional regulation, and empathy among service staff of five-star hotels in Bangkok, and 2) to investigate the relationships between psychological flexibility, emotional regulation, and empathy. The sample consisted of 175 service staff from five-star hotels in Bangkok, determined using the G*Power 3.1 program. The research instruments included a psychological flexibility scale, an emotional regulation scale, and an empathy scale. Descriptive statistics, including frequency, percentage, mean, and standard deviation, and inferential statistics using Spearman’s rank correlation coefficient were employed for data analysis, as the data were not normally distributed.

The findings revealed that the levels of psychological flexibility (M = 4.02, S.D. = 0.45), emotional regulation (M = 4.06, S.D. = 0.53), and empathy (M = 3.92, S.D. = 0.50) were all high. Furthermore, psychological flexibility showed a very high positive correlation with emotional regulation, and a moderate positive correlation with empathy. Emotional regulation also demonstrated a moderate positive correlation with empathy. All correlations were statistically significant at the .01 level. The findings of this study provide practical implications for human resource development in the hotel industry, particularly in designing training programs that enhance psychological flexibility and emotional regulation skills. Such initiatives may contribute to strengthening empathy among service employees and improving service quality in highly competitive service environments.

Compassion Fatigue Experiences Of Psychologists

Sukda Buesuntia — 2026-03-02

The purposes of this study are to explore the lived experiences of psychologists
who have encountered compassion fatigue in their professional practice. Using a qualitative research design, data were collected through semi-structured in-depth interviews with
9 psychologists purposefully selected based on the following criteria: 1) holding at least
a bachelor’s degree in psychology, 2) providing professional psychological counseling,
3) possessing from 500 hours of counseling experience, 4) self-reporting experiences of compassion fatigue. The data were analyzed inductively to identify emerging themes.

The findings reveal 5 major dimensions: 1) characteristics of compassion fatigue of psychologists, 2) causes of compassion fatigue of psychologists, 3) impacts of compassion fatigue of psychologists, 4) coping with compassion fatigue of psychologists, 5) psychological growth of psychologists.

The research findings can be used as a basis for developing self-care guidelines, establishing appropriate professional boundaries, and designing professional support systems to reduce the risk of compassion fatigue among psychologists.

Human Capital Development for Digital Marketing

Narinee Saengsook — 2026-03-02

This study aims to explore the development of human resources in digital marketing and suggest new ways to adapt to modern technology changes, such as artificial intelligence (AI), big data analytics, blockchain, and metaverse technologies. In conducting this study, a mixed-methods research design was employed. This involves combining quantitative analysis through pre-training tests and post-training tests, as well as qualitative analysis from interviews and questionnaires. The participants, totaling 80 individuals, included entrepreneurs, marketing professionals, students, and government officials. The results show that participants’ average score was significantly higher after the training, especially in online marketing strategy, content marketing, and AI-based advertising. Furthermore, demographic factors such as age, education, and occupation showed no statistically significant differences in learning outcomes. The result also highlights the need to develop continuous learning systems to enhance the digital skills of workers in the digital economy era.

The Relationships Between Empowerment, Self-compassion and Digital Literacy of Independent Sales Agents at a Financial Institution in Bangkok Metropolis

Suthamas Sangkaew — 2026-03-02

The objectives of this research were to 1) study the levels of empowerment, self-compassion, and digital literacy of independent sales agents at a financial institution in Bangkok Metropolis, and 2) study relationship between empowerment, self-compassion, and digital literacy of independent sales agents at a financial institution in Bangkok Metropolis. The sample consisted of 205 independent sales agents working for a financial institution in Bangkok, selected based on the sample size determination table of Krejcie and Morgan. Research instruments included a personal information questionnaire, the Empowerment Scale, the Self-compassion Scale, and the Digital Literacy Scale. Data were analyzed using percentage, mean, standard deviation, and Pearson’s product–moment correlation coefficient. The results found that 1) the independent sales agents had a high level of empowerment (M = 4.10, SD = 0.64), self-compassion (M = 4.12, SD = 0.66), and digital literacy (M = 4.18, SD = 0.58). 2) Empowerment, self-compassion, and digital literacy were positively correlated at the .01 significance level. The findings can be used as guidelines for developing the potential of independent sales agents. Organizations should design training curriculums that integrate technological skills with empowerment and self-compassion to build confidence and serve as a fundamental foundation for agents to effectively apply digital technologies in their operations.

The Relationship Between Empowerment, Social Support, and Happiness at Work Among Employees in The Private Sector of The Transportation and Warehousing Industry in Chonburi Province

Benjakanlayanee Muensan — 2026-03-02

This research aimed to 1) examine the levels of empowerment, social support, and happiness at work, and 2) investigate the relationships among empowerment, social support, and happiness at work. The sample consisted of 400 employees from private companies in the transportation and warehousing sector in Chonburi Province, selected through multistage random sampling. The research instruments comprised a personal information questionnaire, an empowerment scale, a social support scale, and the happiness at work scale. The statistical methods used for data analysis included frequency, percentage, mean, standard deviation, and Spearman's rank correlation coefficient.

The research findings revealed that: 1) overall employee empowerment was at a high level ( M = 4.07, SD = 0.69), overall social support was at a high level ( M = 3.97, SD = 0.78), and overall happiness at work was at a high level (M = 3.83, SD = 0.85); and 2) empowerment was positively correlated with employee happiness at work at a statistical significance level of .01 (r = .793), empowerment was positively correlated with employee social support at a statistical significance level of .01 (r = .734), and social support was positively correlated with employee happiness at work at a statistical significance level of .01 (r = .779).

The research findings can be applied as practical guidelines for designing human resource policies in transportation and warehousing organizations, such as assigning tasks that allow employees to participate in decision-making, strengthening supervisors' roles in providing support, and developing work environments conducive to teamwork, in order to enhance employee happiness and long-term organizational commitment.

Thailand’s Small/Mid-Cap Fund Winners: Post-Award Returns

Komwut Wissawapaisal — 2026-03-02

This study aimed to evaluate the performance of Thailand’s Morningstar Award-winning small- and mid-cap equity mutual funds, covering the period from the first award in 2018 through 2025. Fund performance was assessed using their Net Asset Value (NAV) to calculate Compound Annual Growth Rates (CAGRs), which were then compared against the SET Total Return Index (SET TRI) as a benchmark for Thai equity funds. Findings show that, although some awarded funds demonstrated short-term outperformance, their ability to sustain higher returns over longer horizons was generally limited. The results show that 43% of the funds outperformed the benchmark after one year, but this proportion declined to 40% after three years. After six- and seven-year periods, none of the funds achieved returns beat the benchmark. These results provide valuable insights into the subsequent returns of award-winning funds and their benchmark performance, offering practical guidance for investors when making mutual fund investment decisions.

Factors Promoting the Implementation of Anti-Corruption Measures in Work by Public Warehouse Organization Personnel

Natcharee Tinnakorn Na Ayutthaya — 2026-03-02

This study had two main objectives: (1) to examine the level of organizational personnel’s perceptions regarding factors promoting the implementation of anti-corruption measures in work by public warehouse organization personnel, and (2) to investigate the influence of personal characteristics on these promoting factors. A sample of 304 personnel of the Public Warehouse Organization was surveyed using a structured questionnaire within a quantitative research design.

The findings indicated that, overall, the perceptions of personnel toward factors promoting the implementation of anti-corruption measures were at a high level (overall M = 4.16). All dimensions demonstrated high mean scores; in particular, Attitudes and values toward anti-corruption, as well as Actual behavior and practice, were rated at the highest level (M = 4.59, SD = 0.78 and M = 4.50, SD = 0.86 respectively). Meanwhile, the dimensions of Knowledge and understanding of anti-corruption measures, System monitoring mechanism and Improvement of anti-corruption measures, as well as Organizational environment and culture were rated at a high level (M = 4.01, SD = 0.92, M = 3.87, SD = 1.10 and M = 3.85, SD = 1.11, respectively). Furthermore, differences in length of service significantly affected the factors promoting the implementation of anti-corruption measures in work by public warehouse organization personnel. This study emphasizes the critical role of personnel development in enhancing the implementation of anti-corruption measures in line with the ISO 37001 anti-bribery management standard, with particular attention to new personnel.

Remanufactured Product Purchase Behavior among Thai University Students

Piyanoot Kamalanon — 2026-03-02

Modern consumers are paying attention to environmental problem solutions and demonstrating their intentions to buy green products. However, the actual sales amount of environmentally friendly products has not adequately increased, especially for certain products that consumers are still not familiar with the production processes and environmental benefits. For instance, remanufactured products are possibly misperceived as old products as they employ end-of-life-cycle products taken back from consumers to the remanufacturing process. Hence, it is essential to examine the factors driving more purchases of those products.

This research proposes the extended Theory of Planned Behavior (TPB) Model with newly added variables, including 1) Knowledge on Environmental Damage, 2) Environmental Protection Perception, and 3) Green Corporate Image, to predict remanufactured product purchase behaviors. This quantitative study collects the data via questionnaire survey and conducts the analysis with Structural Equation Model (SEM) via SmartPLS.

The findings confirm that all antecedents are positively associated with the remanufactured product purchase intention and purchase behavior. Multi-group analyses reveal that the positive impact of environmental protection perception is larger among respondents with experience purchasing green products and with previous awareness on sustainability, comparing with respondents without green purchase experience and without awareness on sustainability.

The Relationship Between Positive Relationship, Self Compassion and Psychological Well-Being of Upper Secondary School Students in a School in Rayong Province

Poothawan Toomboon — 2026-03-02

This research aimed to 1) examine the levels of positive relationships, self-compassion, and psychological well-being, and 2) investigate the relationships among positive relationships, self-compassion, and psychological well-being. The sample consisted of 181 upper secondary school students from a school in Rayong Province. The researcher protected the rights of the participants and obtained consent from all parents. The sample size was calculated using G*Power, resulting in a required sample of 165 participants. Multi-stage sampling was employed, beginning with stratified random sampling by dividing students into Grade 10–12 levels, followed by simple random sampling to select three classes from each grade level. A total of 181 completed questionnaires were returned; therefore, all 181 responses were used for data analysis. The research instruments included a personal information questionnaire, a positive relationship questionnaire, a self-compassion questionnaire, and a psychological well-being questionnaire. The statistics used for data analysis were percentage, mean, standard deviation, and Pearson’s correlation coefficient

The research findings revealed that 1) Students' overall positive relationships were at a high level ( M = 3.96, SD = 0.448), overall self-compassion was at a high level ( M = 4.00, SD = 0.503), and overall psychological well-being was at a high level ( M = 4.01, SD = 0.502). 2) Positive relationships had a statistically significant positive correlation with students' psychological well-being at the .001 level (r = .827), self-compassion had a statistically significant positive correlation with students' psychological well-being at the .001 level (r = .854), and positive relationships had a statistically significant positive correlation with students' self-compassion at the .001 level (r = .760).

Factors Influencing The Selection of SME Loan Services by Entrepreneurs at Bank of Ayudhya Public Company Limited In Bangkok

Kritsana Meesuk — 2026-03-02

This study aimed to 1) examine personal factors influencing the selection of business credit services among SME entrepreneurs of Bank of Ayudhya (Krungsri) in the Bangkok Metropolitan Area; 2) investigate business characteristics associated with the selection of business credit services; and (3) analyze the relationship between the marketing mix and the decision to select business credit services among SME entrepreneurs. A quantitative research approach was employed. The sample consisted of 308 SME entrepreneurs, and data were collected using a structured questionnaire.

The results indicated that: 1) the majority of respondents were female, aged between
41–50 years, held a bachelor’s degree, were married, and had monthly incomes exceeding 100,001 baht; 2) most businesses operated in the manufacturing sector, had been in operation for more than five years, possessed assets valued between 100–200 million baht, were registered as limited companies, and utilized term loan credit facilities; 3) overall perceptions of the marketing mix and the decision to select business credit services were at a high level, with the physical evidence dimension exhibiting the highest mean score, while the product dimension recorded the lowest; 4) perceptions of the decision-making process for selecting business credit services were at the highest level, with problem recognition having the highest mean score and post-purchase behavior the lowest; 5) personal factors—namely gender, age, education level, marital status, and income—showed statistically significant differences, resulting in significant variations in the level of decision-making regarding the selection of business credit services at the .05 level; and 6) the marketing mix was significantly related to the decision to select business credit services among SME entrepreneurs at the .05 significance level, indicating that marketing mix variables had a statistically significant influence on such decisions.

Factors Affecting the Saving Behavior of Government Officer at The Department of Cooperative Promotion in Bangkok

Chalida Panglong — 2026-03-02

This study aimed to analyze the effects of demographic factors and financial literacy on the saving behavior of civil servants in the Department of Cooperative Promotion in the Bangkok Metropolitan Area. A quantitative research design was employed using non-probability sampling. Data were collected from a sample of 245 respondents through a structured questionnaire. The statistical techniques used for data analysis included frequency, percentage, mean, standard deviation, independent sample t-test, one-way analysis of variance (ANOVA), and the chi-square test. The results indicated that the majority of respondents were female, aged between 31–40 years, single, with 5–10 years of government service, earning a monthly income of 15,000–30,000 baht, and incurring expenses of approximately 70 percent of their income. In terms of financial literacy, financial knowledge, application of financial knowledge, and financial attitudes were found to be at a high level across all dimensions. The most preferred saving methods were bank deposits, such as savings accounts, fixed deposits, and digital deposits. Most respondents saved approximately 11–20 percent of their income, primarily for retirement preparation and long-term savings, with a saving period exceeding five years. Hypothesis testing revealed that differences in personal factors—including age, marital status, length of service, income, and expenses—had a statistically significant effect on saving behavior at the 0.05 significance level. In addition, varying levels of financial literacy also had a statistically significant impact on saving behavior at the 0.05.

Factors Influencing The Investment Behavior Of Generation Z in Prachinburi Province

Siriwan Keawpho — 2026-03-02

The objectives of this research were 1) to study the personal factors of Generation Z, including gender, marital status, education level, monthly income, and occupation, that influence investment behavior, and 2) to study the behavioral economics factors, including Prospect Theory, Overconfidence Bias, Anchoring Bias, and Availability Bias, that influence investment behavior. The study used questionnaires as a tool for data collection with a sample of 402 individuals in Prachinburi province. The results showed that only the "occupation" factor had a statistically significant relationship with the most invested asset type. Regarding behavioral economics factors, Prospect Theory significantly influenced the most invested asset type, while Overconfidence Bias had no significant influence on any aspect of investment behavior. Anchoring Bias had a significant influence on future investment interests, monthly expenses, and the time period for which investment funds are not needed. Availability Bias had a significant influence on monthly expenses, the number of assets in a portfolio, the main investment goal, and the next investment decision. Most respondents were female (60.7%), held a bachelor's degree (74.4%), worked as civil servants/state enterprise employees (45.8%), and had an average monthly income between 10,000 and 20,000 baht. The most common investment was in "alternative assets" (48.0%). A large majority (88.6%) had monthly expenses greater than 75% of their income, and their main investment goal was to achieve returns higher than inflation (39.1%).

Motivation Factors Affecting Career Choice Decisions In The Service Industry Business Among Senior Students ( Fourth-Year Students) of The Faculty of Hospitality Industry, Kasetsart University, Kamphaeng Saen Campus

Sirada Niamsuwan — 2026-03-02

The study on the Motivation Factors Affecting Career Choice Decisions in the Service Industry Business among Senior Students (or Fourth-Year Students) of the Faculty of Hospitality Industry, Kasetsart University, Kamphaeng Saen Campus. This research is a quantitative study which aimed to study the personal factors and motivational factors affecting career choice decisions in the service industry business among senior students (or fourth-year students) of the Faculty of Hospitality Industry, Kasetsart University, Kamphaeng Saen Campus. The sample group consisted of 288 students. Data were collected through questionnaires and analyzed using statistical methods, including percentage, mean, standard deviation, hypothesis testing with Independent Sample t-test, One-way ANOVA, and Multiple Regression Analysis. The study found that most students were female (77.8%) and studied in the Aviation Business Management program, with a cumulative grade point average between 3.01–3.50. The personal factor that significantly affected career decision-making was the level of academic performance (GPA). The motivational factors that affected career decision-making were job characteristics, job security, and organizational reputation. The most influential factor was job security, which could explain career decision-making by 38.2%.

Factors Influencing Thai Passengers’ Acceptance and Use Of AOT Smart Car Park Technology At Suvarnabhumi Airport

Ruengwit Sripanman — 2026-03-02

This research aimed (1) to survey Thai passengers’ opinions on acceptance and use of AOT Smart Car Park technology, and (2) to identify factors affecting the acceptance and use of AOT Smart Car Park technology among Thai passengers at Suvarnabhumi Airport. The sample in this study were 400 Thai passengers experiencing AOT Smart Car Park technology. Questionnaires were used as the data collection tool with quota sampling technique. The data were analyzed using descriptive statistics (percentage, mean, and standard deviation) and hypothesis were tested by inferential statistics (Multiple Regression Analysis).

The research results exhibited that 1) the respondents’ opinion toward acceptance and use of AOT Smart Car Park technology were found to be at the highest level (M = 4.48, S.D. = 0.61), which were technology anxiety (M = 4.54, S.D. = 0.57), habit (M = 4.50, S.D. = 0.62), and social influence (M = 4.48, S.D. = 0.67) respectively. The Multiple Regression Analysis result identified that technology anxiety influenced the acceptance and use of AOT Smart Car Park technology at the statistically significant level of 0.01 while price value, facilitation condition, habit, and hedonic motives affected at the statistically significant level of 0.05.

The results of the descriptive data analysis regarding the general characteristics of the respondents revealed that the majority of respondents were female, accounting for 50.7%, while male respondents accounted for 49.3%, indicating a relatively similar proportion between genders. In terms of age, most users were under 25 years old, representing 36.3%, whereas the age group with the lowest usage was those aged over 55 years, accounting for only 3.5%. This indicates that users of the Smart Car Park facility are distributed across all age groups. Regarding educational level, most users held a bachelor’s degree, accounting for 56.3%. In terms of monthly income, respondents earning less than 18,000 baht represented the largest proportion at 35.5%. As for occupation, the distribution among different occupations did not differ significantly, with private-sector employees comprising the highest proportion at 33%, followed by students, civil servants, state enterprise employees, and other occupations, respectively.

The descriptive analysis of questions related to the usage of AOT Smart Car Park among respondents who had previously used the service showed that the majority of respondents (82.3%) chose to park in Zone 2 and Zone 3 parking buildings, which are the AOT Smart Car Park facilities. The frequency of use was mostly at the lowest level, ranging from 0-4 times, accounting for 57.9%. Regarding the purpose of parking, picking up and dropping off passengers was the primary purpose, accounting for 56.3%. Furthermore, the main reason for choosing Zone 2 and Zone 3 parking buildings was the convenience of accessing the passenger terminal, as these zones are the only parking buildings directly connected to the terminal via a walkway. As a result, this reason recorded the highest average score at 36.5%. Finally, in terms of awareness channels, most users became aware of AOT Smart Car Park through recommendations from family members, accounting for 34.9%.

Factors Affecting Thai Passengers’ Public Transport Choices Case Study: Chiang Mai International Airport

Pattarapron Panpat — 2026-03-02

This research aimed to (1) study the importance of service quality factor, technology and accessibility factor, and public transport mode choice behavior among Thai passengers at Chiang Mai International Airport, (2) examine gender affecting service quality, and technology and accessibility, and (3) identify the key factors influencing the decision to use public transport. Data were collected from Thai passengers who had experiences using public transport at Chiang Mai International Airport using a questionnaire and purposive sampling technique and administered to 400 sets. The data were analyzed using descriptive statistics, one-way ANOVA, and multiple regression analysis.

The key results revealed that passengers placed the highest importance on service-related factors. Gender differences did not result in statistically significant differences in importance of service quality or technology and accessibility. In addition, service quality; namely fare rate, comfort, safety, and cleanliness of vehicles, were found to have a statistically significant positive influence on passengers' public transport mode choice behavior. These insights may help in formulating sustainable strategic planning aimed at developing a more efficient and user-responsive public transportation system that aligns with actual passenger needs

The Willingness To Pay of Thai Passengers Under Greenhouse Gas Emission Reduction Measures: A Case Study Of Bangkok Airways

Pakaporn Panphet — 2026-03-02

The objectives of this research were: (1) to explore Thai passengers’ opinions on factors of willingness to pay under greenhouse gas emission reduction measures, and (2) to compare the willingness to pay of Thai passengers, classified by demographic factors (gender, age, education level, incomes). Data were collected from 400 Bangkok Airways Thai passengers using purposive sampling and online questionnaires. Data analysis used descriptive statistics (mean, percentage, standard deviation) and inferential methods (t-test, one-way ANOVA) to test hypotheses at a 0.05 significance level.

The results revealed that the majority of the respondents were female, aged between 21–30 years, graduated with a bachelor’s degree, and earned an average monthly income of 15,000 baht or lower. The respondents agreed at the highest level that factors relating willingness to pay were general environmental awareness (M = 4.31, SD = 0.97), attitude (M = 4.23, SD = 0.97), and perceived benefits (M = 4.21, SD = 0.99) respectively. The comparison findings on willingness to pay classified by demographic factors revealed that passengers with different age, education and income levels had different willingness to pay under greenhouse gas emission reduction measures with a statistical significance level of 0.05.

A Study of Environmental Awareness of Thai Passengers at Udon Thani International Airport

Piyada Korkuesuebsai — 2026-03-02

The purpose of this study was to examine the level of environmental awareness and pro-environmental behavior among passengers at Udon Thani International Airport, as well as to analyze the relationship between environmental awareness and pro-environmental behavior. The sample consisted of 440 Thai passengers who used the airport’s services. A questionnaire was employed as the research instrument. The data were analyzed using descriptive statistics, including means and standard deviations, and inferential statistics through correlation analysis.

The findings revealed that the majority of passengers demonstrated a high level of environmental awareness, particularly regarding resource conservation, waste separation, and cleanliness in public areas. Similarly, passengers exhibited a high level of pro-environmental behavior, especially in participating in airport environmental campaigns and complying with environmental measures. Correlation analysis indicated a positive and statistically significant relationship between environmental awareness and pro-environmental behavior at the 0.01 level.

Thai Passenger Acceptances on The Use of Self-Baggage Drop System At Don Mueang International Airport

Kunpanee Panuvisitsaeng — 2026-03-02

The objectives of this research were: 1) to examine the acceptance of the self-service baggage drop system among Thai passengers at Don Mueang International Airport, and 2) to investigate the factors influencing passengers’ acceptance of this technology. The study employed a sample of 400 respondents, and multiple regression analysis was conducted. The findings revealed that: 1) the majority of users were female, aged between 21 and 30 years, held a bachelor’s degree, were students or trainees, and had an average monthly income ranging from 10,001 to 20,000 Thai Baht. Most passengers traveled for tourism purposes 1–3 times per year and typically checked in one piece of luggage per flight. The overall analysis indicated that passengers expressed a strongly agree level of opinion regarding the factors derived from the Theory of Planned Behavior (TPB). 2) The results of the regression analysis demonstrated that Attitude, Social Influence (Subjective Norms), and Perceived Behavioral Control had statistically significant effects on the acceptance of the self-service baggage drop system at the 0.05 level. These findings underscore that favorable attitudes toward the technology, social encouragement, and confidence in one’s ability to perform the task effectively are key determinants influencing passengers’ acceptance and adoption of the self-service baggage drop system.

Factors Influencing the Choice of Internship Placement for Students in the Bachelor of Business Administration Program in Hotel Management, Faculty of Management Science, Silpakorn University

Tanawat Phunglap — 2026-03-02

The objectives of this research aimed to utilizing a closed-ended questionnaire to collect data from a sample of 124 students in their 2^nd, 3^rd, and 4^th years. Data were analyzed using descriptive statistics (mean, standard deviation) and inferential statistics (multiple regression analysis). The results showed that: (1) The overall importance level of all factors was at the highest level. Organizational factors had the highest mean (M = 4.76, SD = 0.53), followed by labor market factors (M = 4.71, SD = 0.53), intrinsic motivation factors (M = 4.68, SD = 0.55), and educational institution factors (M = 4.66, SD = 0.59), respectively. (2) The multiple regression analysis, conducted to test the influence of the factors, revealed that only personal factors had a statistically significant influence on the internship placement decision-making (Beta = 0.50, Sig. = 0.00).

Tourist Motivation and Satisfaction with Slow Food Tourism Experiences At Tai Nod Market, Khuan Khanun District, Phatthalung Province

Kanda Koolkue — 2026-03-02

This quantitative research aims to 1) examine the motivation and satisfaction of tourists toward Slow Food tourism experiences at Tai Nod Market in Khuan Khanun District, Phatthalung Province, and 2) investigate the relationship between tourist motivation and satisfaction with Slow Food tourism experiences. The sample consisted of 385 tourists visiting Tai Nod Market, selected using an appropriate sampling method. A structured questionnaire was employed as the research instrument. Data was analyzed using frequency, percentage, mean, standard deviation, and hypothesis testing through Multiple Regression Analysis.

The findings revealed that 1) tourists’ motivation toward Slow Food tourism experiences—both push and pull factors—was rated at the highest level. Tourist satisfaction was also found at the highest level across five experiential dimensions: sensory experience (SENSE), emotional experience (FEEL), cognitive experience (THINK), physical, behavioral, and lifestyle experience (ACT), and social relational experience (RELATE). 2) At the 95% confidence level, both push and pull motivations were significantly related to tourist satisfaction across all experiential dimensions, including SENSE, FEEL, THINK, ACT, and RELATE. The results highlight the influential role of motivation in shaping high-quality Slow Food tourism experiences and provide insights useful for local tourism development and experience design.

Development of A Data Analytics Dashboard to Support Reverse Logistics Planning in The Beverage Industry

Natthanan Boonmak — 2026-03-02

This research aims to study and analyze the problems in the storage and return process of reusable glass bottles, in which the existing procedures rely on manual data recording and collection. This manual approach results in lengthy data processing and report preparation times, affecting the efficiency of storage planning and operational decision-making within the organization. The study applies several relevant concepts and tools, including Brainstorming to identify issues and causes of delays in the workflow, the Fishbone Diagram to analyze the root causes of structural and procedural problems, and the Flow Process Chart to examine each operational step and its corresponding duration. Additionally, the ECRS principles are utilized to propose improvements by eliminating unnecessary activities. The findings indicate that the development of a Power BI dashboard significantly enhances the accuracy and speed of processing data related to glass bottle returns. The average time required for report preparation decreased from 443 seconds to 340 seconds, representing a total reduction of 76.75%. This improvement reduces process complexity, increases real-time data visibility, and strengthens decision-making efficiency in reverse logistics operations

Guidelines For Reducing Reverse Logistics Costs in The Transportation Operations Department A Case Study of V. Sriprasert Co. Ltd.

Phuttan Phengphan — 2026-03-02

This study aims to improve the operational process of freight transportation and reduce the number of returned goods, which represent a major source of reverse logistics costs. The research focuses on minimizing waste generated from product defects caused by non-standard working practices among truck drivers. V.Sriprasert Co., Ltd., a road transportation service provider, has encountered recurring damage to goods due to drivers stepping directly on the top

layers of cargo, resulting in package deformation and subsequent customer claims. An action research methodology was employed, consisting of field surveys and data collection, root cause analysis, brainstorming sessions, and the development of corrective measures based on the ECRS principles of waste reduction. The key improvement involved applying the “Simplify” step by introducing a wooden stepping board to prevent damage during tarpaulin covering.

The findings revealed that before the improvement (July–August 2025), a total of 195 damaged items were recorded. After implementing the corrective measure (October–November 2025), no product damage was found (Zero Defect), reflecting a complete 100% reduction. Based on the reverse logistics cost of 8.874 THB per item, the company was able to reduce costs by 8.874 THB per evaluation cycle. Moreover, the intervention helped enhance the standardization and reliability of transport operations.

Reducing Milk Transfer Time Before Delivery Through Process Design And Simulation Using FlexSim: A Case Study of The Dairy Farming Promotion Organization of Thailand (Northeastern)

Parichat Mungthisan — 2026-03-02

This quantitative quasi-experimental research aims to investigate and propose improvements to the internal milk handling process at the warehouse of the Dairy Farming Promotion Organization of Thailand (D.P.O.), Northeastern Region, in order to reduce handling time prior to shipment and enhance overall logistics efficiency. The study applies Discrete-Event Simulation using FlexSim software combined with lean principles and ABC inventory analysis that classifies products into A, B, and C groups based on their movement frequency. The simulation results indicate that redesigning the warehouse layout by relocating high‑turnover products (Group A) closer to the dispatch area reduces the average milk handling time from 3.37 minutes to 2.77 minutes per pallet, representing a 17.8% decrease. The new layout also increases warehouse throughput by 48.2%. Furthermore, the improved layout shortens total daily operating time by an average of 1.51 hours, leading to a monthly reduction of 271.8 overtime hours. These outcomes demonstrate a significant reduction in labor costs and a substantial improvement in the overall internal logistics performance of the warehouse.

The Women’s Inferiority in Contemporary Traditional Thai Wedding Photography

Karldaw Wijranpreecha — 2026-03-02

This research article aims to study the inferiority of women that appears in photographs of traditional Thai wedding ceremonies. This research is qualitative research. Data were collected from 1) 73 photographs of traditional Thai wedding ceremonies by NP Photography that were published in February 2024, 2) Books, academic papers, journals, research on websites, and 3) Statistical data record tables. The analysis was conducted by examining the photographs and interpreting the frequencies to demonstrate that photographs of traditional Thai wedding ceremonies embed and reproduce the inferiority of women

The analysis was done through 4 main theoretical concepts:

The principle of image composition
Fashion in Terms of the Communication Process for Image Building
Gender roles, considering the activities of women and men that appear in the pictures
Inferiorization of Women

The analysis found that 1) in image composition, most figures were male, and men appeared more frequently in left-side and center positions within the photographs; 2) regarding clothing styles, men predominantly wore Western-style suits (jacket and trousers), while women mostly wore two-piece traditional Thai dresses (top and skirt); 3) women wore more accessories than men, including head pieces, glasses, earrings, necklaces, brooches, belts, shoulder ornaments, wrist accessories, and rings; and 4) the activities performed by men were primarily in monk ceremonies, the Khan Maak procession, the bride-receiving activity, and the water-pouring ceremony, while women mostly appeared in the ring-exchanging ceremony and other wedding-day activities.

Therefore, elements within wedding photographs reflect the inferiority of women under social frameworks, positioning women as subordinate, confined to obedience, and deprived of agency in the performance of social activities. Photographs thus function as a medium that reproduces and disseminates the inferiority of women within society.

Café: A Space of Western Hegemony

Paphaporn Ngansathil — 2026-03-02

This research article aims to study the café as a form of popular culture that reproduces embedded Western tastes and values, using Such A Small World Café as a case study. The study utilizes the framework of culture and hegemony to understand the café as a space for the expression of social status. This is a Qualitative Research study. Data were collected through the observation of the café's physical components.

The analysis found that the physical elements of the café function as instruments for disseminating and generating Western tastes. These elements include: 1) A design blending vintage and retro aesthetics, utilizing natural colors and décor that present an aged image, all under an Open Plan layout 2) The use of English in the shop name, menus, and international music 3) Food and beverage menus that are predominantly Western cuisine 4) In-café activities that emphasize group interaction and require service fees ranging from 400 to 1,000 Baht per hour and 5) The café’s atmosphere, which is characterized by a semi-private public space during the day and a setting focused on socializing and gathering in the evening.

These elements demonstrate the Western signifiers present in the café, which serves as a tool for disseminating and reproducing Western tastes. The café’s function is defined by its role as: a space for the gathering of people with similar tastes, a space for displaying social status, and a third home. This entire process operates under a mechanism of cultural hegemony that subtly reinforces class inequality, leading to the display of consumer identity and social status, which is part of maintaining hegemony and the meaning of class within contemporary recreational spaces.

Driving Nong Khai Toward A Creative City: Potentials, Cultural Capital, And Policy Directions

Kanyaphat Witabut — 2026-03-02

This research aims to examine the cultural capital and creative resources of Nong Khai Province and to propose policy directions for developing the city toward a “Creative Mekong Riverside City” in a sustainable manner. The study employed a qualitative interpretive case study approach, collecting data through document analysis, in-depth interviews with ten key informants, and field observations. The research integrates key conceptual frameworks, including Creative City, Creative Class, Urban Identity, City Branding and Creative Placemaking, to analyze the “creative ecosystem of Nong Khai” as a holistic system.

Findings reveal that Nong Khai is not merely a city of faith and tradition but a city where the power of people, art, and culture intertwines to generate “grassroots creativity.” The city possesses strong Talent local artists, young creators, and new-generation entrepreneurs who connect indigenous wisdom with contemporary innovation. Technology is increasingly used to communicate local identity and enhance cultural value, while Tolerance fosters an inclusive social atmosphere embracing diversity of gender, ethnicity, and belief. Consequently, Nong Khai creative ecosystem demonstrates dynamic interconnections between cultural capital and social capital across its vibrant Mekong riverside landscape.

The policy recommendations emphasize the creation of institutional mechanisms for sustainability, including the establishment of the Nong Khai Creative Hub as a platform integrating Talent–Technology–Tolerance; the development of Living Creative Spaces along the Mekong River and walking streets through participatory design; the cultivation of young creative talents through community-based micro-grants; and the formulation of a Core Narrative that conveys Nong Khai cultural identity as an “experiential city brand” rooted in faith, creativity, and inspiration. The study concludes that Nong Khai is undergoing a transformation from “a city of faith and traditional culture” to “a city of creativity grounded in culture”, with the potential to become a model of cultural-based creative city development in the Greater Mekong Subregion

Cultural Values and Significance Assessment in the Cultural Landscape Improvement of Khlong Ong Ang, Bangkok

Kunticha Laddayam — 2026-03-02

This study aims (1) to examine and assess the cultural values and significance of the Khlong Ong Ang cultural landscape after the recent landscape improvement, and (2) to investigate the changing relationship between people’s ways of life and the Khlong Ong Ang area following the intervention. The research is grounded in the concept of cultural landscape as defined by UNESCO and in Lipe (1984) ’s framework of heritage values, which distinguishes symbolic, informative, aesthetic, and economic values. A qualitative case study approach was employed, combining documentary research with field survey and direct observation in Khlong Ong Ang and its surrounding areas, which were redeveloped between 2019 and 2020. The collected data were analysed through content analysis and value interpretation in relation to both the physical landscape and observed patterns of use.

The research findings indicate that the cultural landscape improvement of Khlong Ong Ang led to its reception as a creative public space and tourist destination. This transformation significantly enhanced its Symbolic and Aesthetic Values and boosted its Economic Value through tourism and the popular weekend walking street. Concurrently, the rigorous spatial reorganization resulted in a reduction of the Informative Value associated with the original merchant lifeways and indigenous community landscape. The traditional community activities diminished in prominence, and the relationship of users with the area shifted from being based on livelihood and trade to one focused on recreation and tourism, with visitors replacing the local community as the primary users. While Khlong Ong Ang continues to reflect the evolution of the human-water relationship in line with the cultural landscape concept, the revitalization process highlights a crucial challenge in balancing the preservation of local community identity with the pursuit of urban development, economic growth, and enhanced city image.

A Study of User Attitudes towards the Changed Cultural Landscape Case Study: Pridi Banomyong Library, Thammasat University Tha Prachan

Pittayaporn Angly — 2026-03-02

The concept of Cultural Landscape serves as a vital framework in spatial management, enhancing destination identity while preserving cultural authenticity. Within the context of higher education, The Pridi Banomyong Library at Thammasat University Tha Prachan represents a hybrid cultural landscape that embodies both Historic Site and Ethnographic Landscape characteristics. This space reflects architectural and historical significance as well as the democratic ideology known as the “Spirit of TU”.

In recent years, the library has undergone considerable physical and functional transformation toward the “Library for Life” model, introducing modern service areas, activity zones and multi-use learning spaces. While these changes address contemporary user needs, they also raise questions regarding the continuity of cultural values and institutional identity within the transformed environment.

This study employed a quantitative research approach using an online questionnaire distributed to 100 participants to examine user attitudes, perceived cultural value, and experiences within the evolving cultural landscape of the library.

The anticipated findings suggest that users hold positive attitudes toward the revitalized spaces, demonstrating adaptability to new learning behaviors, collaborative activities and social interactions. At the same time, users are expected to retain a strong awareness and appreciation of the library’s historical significance and the “Spirit of TU”. The results aim to inform guidelines for space management that balance modern functionality with the preservation of the university’s cultural essence.

A Study of the Factors Contributing to the Marginalization of Women in Khon Performance

Khunanya Seangsai — 2026-03-02

The study on the factors that contribute to the marginalization of women in Khon performance aims to investigate the various factors that limit women’s roles in Khon. This qualitative research focuses on the Royal Khon performances from 2018 to 2024, employing the concept of Gender Role as an analytical framework. The study is based on document analysis and related research.

The findings derived from examining episode titles, the number of performers, and the roles of male and female performers show that the factors contributing to the marginalization of women in Khon include role limitations defined by traditional scripts, gendered restrictions shaped by customary norms, and social–cultural values. Khon functions as a cultural mechanism that reinforces traditional gender roles, positioning men as figures of authority while assigning women to supplementary or secondary roles.

Dynamics of The Creative Districts: A Case Study of The Naew Ubon Festival in Ubon Ratchathani's Old Town

Tayita Kongpun — 2026-03-02

The Ubon Ratchathani Old Town was once a flourishing center of history, culture, and commerce. However, over time, the area experienced a socio-economic decline, prompting urban revitalization efforts led by government agencies. The "Naew Ubon" Festival was initiated as a key

strategic tool for urban renewal and is currently in its second consecutive year. Its primary objectives are to stimulate the local economy and promote tourism within the Old Town district. This study adopts a qualitative research methodology to examine Ubon Ratchathani’s cultural identities and the specific elements of a creative district manifested during the festival. The findings aim to analyze the potential trends for transforming the Ubon Ratchathani Old Town into a sustainable creative district.

The study revealed that the expression of cultural identity through creative industry shops and activities encompasses six identities: the Candle Festival, Ubon woven fabric or KabBua fabric,
Kuay Jap (vietnamese rice noodle soup), Khem Bat Nat (salted fish with pineapple), Mee Kati (coconut milk noodles), and cotton fabric. Furthermore, the components of a creative district are evident in the Ubon Old Town, revealing its potential to align with the characteristics of a creative district. However, the drive through the creative activities of Naew Ubon remains a temporary context, reflecting that some components often occur only intermittently during the activity period. This impacts and presents an obstacle to long-term and sustainable district development.

Tourists’ Aesthetic Perception of the Cultural Landscape: A Case Study of Pak Khlong Talat

Panicha Na Kalasin — 2026-03-02

This study aims to analyze the cultural landscape of the Pak Khlong Talat community as a Continuing Cultural Landscape and to examine the dimensions of Aesthetic Perception expressed through the lived experiences of people interacting with the area sensory, emotional, and cultural. The research emphasizes the concept of “Sense of Place,” or the emotional attachment to place, which plays a crucial role in shaping the identity of this historic flower market.

Urban expansion and increasing commercial development have significantly transformed the landscape of Pak Khlong Talat, altering traditional activities, spatial practices, and the characteristic atmosphere that once reflected the community’s long-standing way of life.

This study therefore investigates the perspectives of residents, vendors, visitors, and outsiders to understand how these transformations affect aesthetic perception and the cultural meanings embedded within the area.

The findings are expected to provide an overview of the aesthetic elements and cultural values that continue to persist, as well as the challenges arising from modern urban development. These insights aim to contribute to appropriate cultural landscape management strategies for Pak Khlong Talat, supporting identity preservation, balanced development, and long-term community engagement.

Project on Value-Added Development of Chanthaburi Krajood (Sedge) Mat Scraps into Creative Products: A Case Study of Furniture Design

Raweewan Sap-In — 2026-03-02

This research aimed to study the wisdom of Chanthaburi reed mats, design and develop creative furniture products from reed mat scraps, and conserve the value of unused reed mat scraps. The case study was conducted in Bang Sakao and Samed Ngam communities, Chanthaburi Province, between February and October 2025.

The research employed mixed methods, including qualitative research through in-depth interviews with three reed mat producers and one product designer, and quantitative research using online questionnaires from 400 samples aged 18-60 years. The study found that a large amount of reed mat scraps from the production process was not being reused. Most consumers

were interested in products made from reed mat scraps and agreed with their upcycling into creative products.

The research team developed two lamp prototypes from Chanthaburi reed mat scraps: "Manee Chan" - a contemporary chandelier-style lamp in earth tones, and "Waew Waree" - a minimalist table lamp in blue tones. Resin casting technique was used to preserve the mat's identity. The products were exhibited at "ME MAT(CH)U" exhibition at Bangkok Art and Culture Centre from October 28 to November 2, 2025. Ninety-three visitors rated their satisfaction and understanding at high levels (more than 80% gave a rating of 5).

This research demonstrates that Chanthaburi reed mat scraps can create new value in both cultural and economic dimensions through creative design concepts and upcycling approaches, which help reduce waste, generate income for communities, and sustainably preserve local wisdom.

The Creation of Handmade Storybooks to Enhance Development in Infants and Toddlers through Community Knowledge Management: Rong Kram Community

Raweewan Sap-In — 2026-03-02

This creative and design-based research, "The Creation of Handmade Storybooks to Enhance Development in Infants and Toddlers (Birth to 2 Years) Through Community Knowledge Management: Rong Kram Community," aimed to develop a safe cloth storybook, evaluate its potential for sensory and fine motor development, and promote local culture through concrete media. Indigo-dyed fabric from the Rong Kram community was used as the primary material, guided by the theories of Piaget, Montessori, Erikson, and Vygotsky. The media was evaluated by child development experts.

The findings revealed: (1) The storybook achieved the highest level of appropriateness, particularly in safety and sensory stimulation, while fine motor skills and engagement were rated at a high level. (2) The handmade prototype successfully integrates local wisdom with modern learning, serving as a model for preserving and transmitting the cultural identity of indigo-dyed fabric. (3) The content, featuring Thai cultural symbols and tangible materials, effectively enables young children to absorb local heritage through direct experience from an early age.

Navachaan: Creative Product Design Integration By Post-Impressionism And The Cultural Heritage Of Tha Prachan Community

Supaya Puangchantradee — 2026-03-02

This article presents the concept of designing and developing a foldable bag under the brand “NAVACHAAN”, with the objective of promoting the reduction of single-use plastic bags and raising environmental awareness through a culturally inspired product. The design concept draws inspiration from Post-Impressionist art, particularly Vincent van Gogh’s The Starry Night, and integrates it with the cultural heritage of the Tha Prachan community and the unique identity of the College of Innovation, Thammasat University.

The design conveys the narrative of the community through artistic illustrations, using the theory of complementary colors to create distinctive patterns that reflect the lifestyle, architecture, and atmosphere of coexistence within the Tha Prachan area.

“NAVACHAAN” represents not only the aesthetic and cultural values of art but also proposes a new approach to sustainable product design that applies local cultural heritage as a foundation for creative innovation.

The Management of Cultural Landscape for Tourism in Talad Phlu Community of Thonburi District

Charinrat Pengcharoen — 2026-03-02

The research on cultural landscape management for tourism in the Talad Phlu area of Thonburi District aimed to study the cultural landscape management model in the Talad Phlu area to support and develop tourism. The results of this research can be used as guidelines for developing the cultural landscape of the area to enhance its prosperity and attract more tourists, while also preserving the area's identity and historical roots.

This qualitative research utilized documents, research, and other relevant information sources related to the Talad Phlu area. Informal conversation interviews were used as the data collection tool. After collecting cultural landscape data for tourism development, it was found that the Talad Phlu area possesses distinctive cultural elements, including old commercial buildings, a traditional railway line, the Thai Chinese community lifestyle, and the characteristics of a traditional canal-side community. However, the shift from waterways to roads has led to a decline in traditional lifestyles and the increasing redevelopment or demolition of old buildings. Furthermore, community entrepreneurs and tourists are seeking tourism development strategies, such as the creation of interpretive signs, maps, information websites, or bicycle tours showcasing the cultural landscape of Talad Phlu. These initiatives aim to increase interest and publicize the Talad Phlu area, while preserving the area's unique identity and cultural roots.

A Study of Cultural Landscape Management: A Case Study of Benjakitti Park as a Recreational Area

Jidapa Sukperm — 2026-03-02

The research entitled “Management of the Cultural Landscape: A Case Study of Benjakitti Park as a Recreational Area” has two main objectives 1.To examine the relationship between the urban cultural landscape and green spaces in the context of Bangkok. 2. To serve as a case study reflecting approaches to urban development that maintain a balance among the environment, culture, and people’s quality of life. This research employs a qualitative research methodology combined with some quantitative data collection. Data were gathered through in-depth interviews, questionnaires, and field observations. The sample group included Benjakitti Park visitors and park management staff.

The findings revealed that the urban cultural landscape and green spaces have an interdependent relationship. Green spaces are not only physical environments but also function as social and cultural spaces that reflect people’s identities, lifestyles, and community activities. At the same time, urban policies and economic activities directly influence the accessibility and quality of green areas.

Moreover, Benjakitti Park plays a significant role as a model for urban cultural landscape regeneration, acting as a form of cultural green infrastructure. It contributes to ecological restoration, enhances biodiversity, and transforms the area from an industrial landscape into a landscape of health and wellness, supporting recreation, learning, and a balanced urban lifestyle for Bangkok residents.

The study concludes that sustainable urban development can be achieved through strategies that harmonize environmental preservation, cultural values, and the overall quality of urban life.

Architecture and Hegemony on Ratchadamnoen Klang Road Representations of Power and the Remaking of Memory from Art Deco to Neoclassicism

Nattakit Sangangamjit — 2026-03-02

This research aims to analyze the representation of power and hegemony as manifested through the Art Deco and Neoclassical architectural styles of buildings along Ratchadamnoen Klang Road, and to assess the impact of changes in the architectural cultural landscape of Ratchadamnoen Klang Road on the perception of urban identity.

This study employs a qualitative research design, utilizing historical document analysis and theoretical frameworks in conjunction with field surveys and architectural photographic documentation conducted along Ratchadamnoen Klang Road, from Phan Fa Lilat Bridge to Phan Phiphop Lila Bridge. The data consists of photographic records of physical architectural elements that have undergone stylistic transformation. The analysis is based on content analysis and comparative interpretation by identifying the characteristics of the original Art Deco architecture, examining patterns of addition or reduction of elements associated with Neoclassical architecture, linking physical transformations to historical and political contexts, and analyzing their implications for the perception of the cultural landscape and urban identity of Ratchadamnoen Klang Road.

The findings indicate that Art Deco architecture functioned as a key mechanism for communicating the transition of the political regime, while renovations toward Neoclassical architecture shifted the visual image from modernist simplicity to a more ordered and ceremonially elegant aesthetic rooted in tradition. The study further reveals that the replacement of Art Deco with Neoclassical architecture has diminished the role of Ratchadamnoen Klang Road as a space that once symbolized regime change and the modernity of the People’s Party era and has repositioned it to align with frameworks of aesthetic harmony, continuity with the Thai monarchy, and the Rattanakosin urban landscape. This demonstrates that architecture serves as an instrument for framing societal perceptions and understandings of the past and present, resulting in the gradual obscuring of meanings originally associated with the People’s Party perid.

Women Representation In Online Game: RoV

Kanyakorn Kankosol — 2026-03-02

Realm of Valor (RoV) is a mobile MOBA (Multiplayer Online Battle Arena) game, in which two teams compete by controlling one character called “Hero” to destroy the opponent’s base. This study aims to examine the representation of women through female heroes in RoV using qualitative analysis based on representation theory. Data were collected by counting the frequency of five elements of all 45 female heroes: number of Heroes, storyline, appearance, occupation, and relationships. The study found that female heroes are fewer than male heroes and are associated with storylines involving violence. In terms of appearance, female heroes are slim, lack muscularity, wear long-sleeved tops, short skirts, high heels, and accessories, wield weapons, and maintain friendly relationships with other heroes. These features reflect representations of women that remain embedded within patriarchal ideology: women are expected to wear revealing clothing, appear gentle and delicate, hold less prominent roles than men, and display violence only to assert power in a masculine way while maintaining harmony with others. This reproduces patterns of female representation commonly found in other media and video games. Nevertheless, female heroes are depicted in diverse occupations and are not limited to roles emphasizing beauty or serving male desires.

A Study of the Relationship Between Honda's Integrated Marketing Communication on TikTok and Consumer Purchase Decisions: A Case Study of Suratthani Honda Automobile Co.,Ltd. (Honda Bangkung Sales)

Petpailin Yaoyung — 2026-03-02

This research aims to examine the relationship between the Intergrated Honda’s marketing communication on TikTok for Consumer Purchase Decisions by using Suratthani Honda Automobile Co., Ltd. as a case study. The sample size of 385 participants was determined using the Cochran formula. The research instrument was a questionnaire, which underwent content validity assessment (with a score of 0.883) and reliability testing (yielding a Cronbach’s alpha of 0.973). Data analysis included descriptive statistics-percentage, mean, and standard deviation and inferential statistics through correlation coefficient analysis.

The research result has found that the hypothesis H₁ was accepted that the marketing communication of Honda cars on the social network TikTok has a positive relationship with consumer purchasing decision, a case study of Surat Thani Honda Automobile Co., Ltd. (Honda Bang Kung Sales), with a statistical significance at the 0.01 level, with statistical significance at the 0.01 level, with a Significance (2-tailed) value of 0.001, which is less than 0.01. Therefore, it means that the study of the marketing communication of Honda cars on the social network TikTok can lead to consumer purchasing decision for the Honda automobile business to increase purchase.

A Study of The Relationship Between 360-Degree Integrated Marketing Communication and Customer Perception in The Solar Cell Business

Kamonluk Maungsawan — 2026-03-02

This research aims to study the relationship between 360-degree integrated marketing communications and customer perception of the solar cell business. The target population and the sample for this study are customers in the solar energy/solar cell business, who represent the consumer group. The sample size was determined using Cochran's formula for an unknown population size. Employing simple random sampling (SRS), the required sample size for the study was established at 385 respondents. The instrument employed to gather primary data was a survey questionnaire, the statistics used for data analysis included descriptive statistics, namely percentage, mean, and standard deviation, and inferential statistics, specifically the analysis of the correlation coefficient.

The research findings indicated that the overall mean level of opinion regarding 360-degree Integrated Marketing Communication (IMC) was at the highest level, with a mean score of ( = 4.43, S.D. = 0.54). The dimension with the highest mean score was the Research dimension. The overall mean level of customer perception was found to be at the highest level, with a mean score of
( = 4.41, S.D. = 0.57) The dimension with the highest mean score was Personal Experience.
The overall correlation analysis results showed a high level of correlation, which was statistically significant (Sig.= < 0.001). This finding leads to the acceptance of Hypothesis H₁, which states that 360-degree Integrated Marketing Communication has a statistically significant positive correlation with customer perception in the solar cell business. The strongest correlation with customer perception was found between Need and Sensory Experience (r = 0.761), followed by Communication Channel and Sensory Experience (r = 0.752), and Communication Channel and Public Relations (r = 0.746). This implies that the creation of effective 360-degree Integrated Marketing Communication (IMC) can lead to enhanced customer perception in the solar cell business, resulting in increased purchases.

Service Quality Affecting Family Tourists’ Decision Making on Using Pool Villa Business Services in Hua Hin District, Prachuap Khiri Khan Province

Saysuree Yangsreenak — 2026-03-02

This research aimed to: 1) investigate the level of opinions regarding service quality affecting family tourists’ decision making on using pool villa business services, 2) study the service quality affecting family tourists’ decision making on using pool villa business services in Hua Hin District, Prachuap Khiri Khan Province. The sample consisted of 400 individuals involved in family tourists. A questionnaire was used as the data collection tool. The statistical methods used for data analysis included frequency, percentage, mean, standard deviation, and hypothesis testing through multiple regression analysis. The results of the study showed that: 1) the overall level of opinions regarding service quality decision making on using pool villa business services had a high average level, The responsiveness aspect of service had the highest mean. 2) Service quality in terms of problem or need recognition, information search, evaluation of alternatives, purchase decision, and post purchase behavior factors significantly affected the family tourists’ decision making on using pool villa business services in Hua Hin District, Prachuap Khiri Khan Province at a 0.05 significance level.

Mon Identity through Cultural Landscape: A Case Study of the Mon Canal Community, Lat Krabang District

Napat Inna — 2026-03-02

This research, titled "Identity of Mon Culture Through Cultural Landscape: A Case Study of the Liap Khlong Mon Community, Lad Krabang District," aims to study the dynamics of the area and the community's economy along Khlong Mon that affect the changes in the cultural landscape. The study employs a qualitative research design. The sample group used in this research included documents, research reports, academic articles related to the cultural landscape of the Liap Khlong Mon Community, Thap Yao Subdistrict, Lad Krabang District, Bangkok. Data was collected by studying document data such as old photographs, information from journal articles, and related academic documents. The research tools included 1.) Document data recording form 2.) Documents, research, and journal articles.

The study found that the settlement pattern of the people in the community along Khlong Mon was characterized by a farming village, with houses built along both sides of the canal, which served as the primary transportation route. Adjacent to the residential areas were agricultural fields. The houses were not grouped together but were typically situated on the owners' rice fields along the canal banks. Later, as families expanded, additional houses were built. The original houses were single-story barn-style dwellings, or rong na. Internally, they consisted of a sleeping area, a raised platform or 'ran' , which served as a resting area and was an extension of the bedroom, and a multipurpose yard used for storing various farming equipment. Currently, the barn-style dwellings can still be observed in the Khlong Mon community, although some have had their exterior appearance modified to resemble modern Thai houses, while the interior layout remains in the original barn-style.

Authenticity in the Management of the Cultural Lanscape of Song Wat Road, Samphanthawong District, Bangkok, for Cultural Turism

Krittidet Surarat — 2026-03-02

This study on authenticity in the management of the cultural landscape of Song Wat Road, Samphanthawong District, Bangkok, for cultural tourism aims to examine the development and characteristics of the cultural landscape in the Song Wat Road area. The research employs documentary research methods through the collection and analysis of relevant documents, academic articles, development plans, community maps, historical photographs, and various databases, under the conceptual framework of cultural landscape management and authenticity.

The findings reveal that the cultural landscape of Song Wat Road has evolved in relation to commercial activities, the settlement of Chinese communities, and changes in urban structure over different periods. As a result, the area reflects significant historical, social, and cultural values in both tangible and intangible dimensions. Furthermore, the management of the cultural landscape for tourism purposes should emphasize the preservation of the area’s authenticity alongside community participation, in order to achieve a balance between conservation and sustainable development and to promote Song Wat Road as a distinctive cultural tourism destination.

Cultural Landscape Management of Mahayana Sacred Places: Case Studies from Chinese and Annamnikaya Traditions

Benjasiri Thanachattanon — 2026-03-02

This research aims to study the cultural landscape of Wat Mangkon Kamalawat (Leng Noei Yee) and Wat Uphai Ratchabamrung (Wat Yuan), which are significant religious sites for the Chinese and Vietnamese communities in Thailand, representing the distinct characteristics of Chinese Mahayana Buddhism and Vietnamese Annam Nikaya respectively.

Although both sects share a common foundation in Buddhism, differences in beliefs, doctrines, and rituals have shaped distinct cultural landscapes within these two religious sites. The study found that Wat Mangkon Kamalawat, constructed during the reign of King Rama V (1871 CE), follows five principles of Teochew Chinese architectural tradition: walled enclosure, north-south axial emphasis, hierarchical arrangement along the axis, symmetrical balance, and courtyard planning. The temple's location also aligns with feng shui principles, situated in the "dragon's belly" position.

Wat Uphai Ratchabamrung, which follows the Vietnamese Annam Nikaya rooted in Theravada Buddhism, features the principal Buddha image in the Maravijaya posture, flanked by Maha Kassapa and Ananda, reflecting adaptation to Thai Theravada Buddhist cultural context. In contrast, Wat Mangkon Kamalawat enshrines three Buddha images (Trikaya) symbolizing the Buddhas of past, present, and future, alongside Bodhisattvas and Chinese deities.

This study focuses on comparative analysis to understand the relationship between religious doctrines, rituals, and the creation of sacred spaces reflecting each community's cultural identity, as well as adaptation and coexistence of multicultural communities in Thai society.

Pratabchan: Development of Creative Product Design by Art and Cultural Heritage Concepts

Natasha Ruxgrande — 2026-03-02

The product design project “Pratabchan” aims to create a cultural product that integrates Impressionist art with the cultural heritage of the Tha Prachan community in Phra Nakhon District, Bangkok, in order to communicate local identity within a contemporary context. The project applies the Creative Design Process to develop a culturally inspired card holder, drawing influence from Impressionist artists Claude Monet and Vincent van Gogh, whose use of light, color, and atmosphere served as key inspirations for the four design patterns: Impressed with TPC, The Starry Cat, CITU Brightness, and CITU Balcony. Each design reflects distinctive elements of the Tha Prachan area.

A satisfaction survey conducted with users indicated that 94.2% expressed the highest level of satisfaction regarding both the product’s design and quality. The findings demonstrate that the project effectively communicates artistic and cultural values through contemporary product design. PRATABCHAN thus exemplifies the integration of art, culture, and social consciousness under the framework of the Creative Economy, utilizing cultural capital to generate social value and promote sustainable community development.

Editorial Note

Poramet Boonnumsirikij — 2026-03-02