https://so02.tci-thaijo.org/index.php/jam/issue/feed Journal of Arts Management 2024-12-27T12:31:42+07:00 Dr. Thanapon Sarunburana journalofart@gmail.com Open Journal Systems <p><strong>ISSN: 2630-0427 (Online)</strong></p> <p><strong>The Journal of Arts Management</strong> is a double-blinded peer-reviewed, open-access journal. The main objective is to provide a forum for researchers in the fields of Liberal Arts, Education, Business Administration, Management, Political Science, Public Administration and interdisciplinary of Humanities and Social Sciences. Our mission is to promote awareness of and compatibility with the dynamics of various study areas and to disseminate relevant research work to support the need for new knowledge related to Arts, Business Administration, Educational Administration, Management, Political Science, Markrting, Tourism and Sports, Accouting, Arts and Culture. All submitted manuscripts must be reviewed by at least 3 experts via the double-blinded review system. The articles are in both Thai and English</p> <p> </p> https://so02.tci-thaijo.org/index.php/jam/article/view/274573 The Scenario of Safety Management Institute of Krirk University 2024-10-31T11:27:29+07:00 Li Shaoyun li.shaoyun@email.krirk.ac.th Somchai Phuttha somchi41@gmail.com <p class="1">The purpose of this article is to present the ideas for managing the Security Institute of KrirK University. Nowadays, the university has developed teaching methods, including international college courses and Islamic studies. This makes the academic society of Krirk University consist of people of various languages, nationalities, cultures, etc., who come to study and work together. Considering being a safe community, the university has established the “Safety Management Institute of Krirk University” to manage and care for related persons to be safe from various dangers, both natural disasters and disasters caused by human actions. In this regard, the author has studied the future of this security management institute. The author found that paying attention to safety from disasters is consistent with the national policy referred to in the 13th National Economic and Social Development Plan (2023-2027) of the National Economic and Social Development Council. It aligns with the United Nations' multilateral international development cooperation policy as stated in the Sustainable Development Goals, ASEAN Agreement, and the 21st Century Silk Road Initiative (Belt and Road Initiative). Regarding efficient and practical works, the author has studied various concepts and approaches as a foundation for driving work, including modern organizational concepts. Modern management, disaster management, risk management and impact mitigation, participatory management, and education for sustainability development.</p> 2024-12-27T00:00:00+07:00 Copyright (c) 2024 Journal of Arts Management https://so02.tci-thaijo.org/index.php/jam/article/view/274114 Establishment of the Thai-China-ASEAN Research Institute of Krirk University According to the Guidelines of the Belt and Road Initiative Project 2024-11-27T10:04:02+07:00 Luo Yong luoy53@gmail.com Somchai Phuttha somchi@gmail.com <p class="1">This academic article aims to determine the guidelines of the research institute of Krirk University according to the Belt and Road Initiative (BRI) Project. Regarding BRI, it is a project in which more than 152 countries in almost every region participated and devoted resources to achieve the same goal. The BRI network, both land and sea, is a gathering of 10 ASEAN member countries. Such an approach will be derived from future research. The authors have formulated a framework for the study based on the conceptual factors of organization and modern organizational management and the Belt and Road Strategy, which has a process of managing the concept of learning organizations in the digital era, the knowledge management community of practice (CoP), collaboration networks, and principles of research institute management. The research results will be presented to the president of Kriek University for the policy application of how-to management of the "Thai-China-ASEAN Research Institute" to study the context of the project and follow up on the impact on people in the target areas. There are management guidelines for the institution's management; enhancing collaboration with relevant organizations and organizing a Community of Practice (CoP) can be proposed. From the process and content, the implementation will lead the institute to be an academic support for Thailand, China, and ASEAN countries. The study results will be used to develop educational administrative policies according to social and economic development principles and the United Nations' sustainable development goals (SDGs); therefore, civil societies and various groups of people can use them to build cooperation in further development.</p> 2024-12-27T00:00:00+07:00 Copyright (c) 2024 Journal of Arts Management https://so02.tci-thaijo.org/index.php/jam/article/view/274597 The Use of Artificial Intelligence in Sports Science to Enhance Athlete Performance 2024-12-15T10:34:40+07:00 Chonlakorn Sirawattana chonlakorn.s@gmail.com Chatree Poolsamral chatree@rajaparkl.ac.th <p class="1">Artificial Intelligence (AI) in sports science is a rapidly growing trend, becoming a crucial tool for enhancing athlete performance. This academic article applies AI in various areas, such as data analysis, training strategy development, recovery processes, and strategic decision-making. AI can efficiently analyze large datasets (Big Data) related to athletes through machine learning techniques to identify trends and patterns that may not be apparent in raw data, such as movement analysis, injury patterns, and performance metrics. This information allows coaches and athletes to make informed adjustments to training strategies and competition tactics effectively. In terms of developing training strategies, AI can assist in creating personalized training programs for individual athletes by considering factors like fitness levels, physical conditions, and training goals, such as increasing strength or speed. This results in more accurate and precise models for planning training sessions. Moreover, AI plays a vital role in recovery following injuries by generating tailored rehabilitation programs and tracking recovery progress to ensure athletes return to peak performance as quickly as possible. AI also aids in strategic decision-making by analyzing data regarding opposing teams, their playing styles, strengths, and weaknesses, leading to more effective competition planning. Overall, integrating AI in sports science enhances athlete performance and contributes to the advancement of the sports industry, supporting sustainable development in the future.</p> 2024-12-27T00:00:00+07:00 Copyright (c) 2024 Journal of Arts Management https://so02.tci-thaijo.org/index.php/jam/article/view/272848 Local Community Potential Development for Grassroots Economic Building Under the Philosophy of Sufficiency Economy, Banna Subdistrict, Banna District, Nakon Nayok Province 2024-08-27T10:25:56+07:00 Rawikarn Amnuay rawikarn3@gmail.com <p>This article aimed to (1) study characteristics of agriculture under the Philosophy of Sufficiency Economy (2) study success conditions in agriculture under the Philosophy of Sufficiency Economy (3) study agriculture patterns under the Philosophy of Sufficiency Economy, and (4) develop local potential for grassroots economy building under the Philosophy of Sufficiency Economy. This research is a qualitative method. The instruments for collecting data include a structured interview form and a focus group. And then analyzing data by content analysis.</p> <p>The research results were found as follows: 1. Characteristics of agriculture under the philosophy of Sufficiency Economy found that the Philosophy of Sufficiency Economy has been applied to reduce expenses; there are income increases, economic household spending, a savings group, and self-reliance. 2. The success conditions of agriculture under the Philosophy of Sufficiency Economy are found to include moderation, reasonableness, good immunity, knowledge, and morality. 3. Agriculture patterns under the Philosophy of Sufficiency Economy are performance under the principles of moderation, reasonableness, good immunity, morality, and knowledge. Farmers or local wisdom have been driven and supported by community leaders and the public sector. Additionally, resources are allocated proportionally, leading to efficient use of these resources. This approach helps reduce the costs of processing agricultural products and enables farmers to learn and develop their skills. 4. Foster the potential of local communities for grassroots economic development based on the Philosophy of Sufficiency Economy. This involves enhancing knowledge and understanding, promoting local capabilities, developing skills and expertise, encouraging collaboration, building networks, creating markets, discovering new channels for product distribution, and promoting agricultural tourism.</p> 2024-12-27T00:00:00+07:00 Copyright (c) 2024 Journal of Arts Management https://so02.tci-thaijo.org/index.php/jam/article/view/272915 Green Marketing Strategies Affecting the Decision to Purchase Environmentally Friendly Community Products in Rayong Province 2024-09-18T10:07:58+07:00 Kanyarat Nimtrakool Kanyarat_ni@rmutto.ac.th Maneerat Paranan Maneerat_pa@rmutto.ac.th Suphawadee Saisanit Suphawadee_sa@rmutto.ac.th Jaruwan Nitipaiboon Jaruwan_ni@rmutto.ac.th Angkana Leerattananugulsiri Angkana_le@rmutto.ac.th Nachapat Pichayamahoot Nachapat_pi@rmutto.ac.th Kwuancheewa Traiphiriya Kwuancheewa_tr@rmutto.ac.th <p class="1">Over the past decade, the volume of solid waste in Thailand has increased rapidly, contributing to the depletion of natural resources, air and water pollution, and global warming. This research aims to: (1) study consumer behavior regarding the decision to purchase environmentally friendly community products; (2) compare consumer decisions based on demographic information and purchasing behaviors for these products; and (3) examine the influence of green marketing on purchasing decisions for community products. The population comprises consumers who have previously purchased or are likely to purchase environmentally friendly community products in Rayong Province. With a sample of 400 participants selected purposively, data was collected through questionnaires. Statistical methods include percentage, mean, standard deviation, t-test, F-test, and multiple regression analysis.</p> <p class="1">The findings reveal that most respondents are female, aged between 31-40 years, with an education level below a bachelor’s degree, primarily self-employed, and married, with an average income between 10,001 and 20,000 Baht. Most purchase these products less than once a month, with the primary reason being the presence of eco-friendly labels indicating health safety. Respondents mainly purchase for household use and intend to repurchase in the future, with most transactions occurring in physical stores. Furthermore, differences in personal factors and consumer behaviors affect purchasing decisions for community products. Additionally, green marketing factors positively influence purchasing decisions under the green logistics concept, particularly in service processes, products, promotions, and in-store elements. These insights could enhance consumer awareness and support community-based enterprises in the future.</p> 2024-12-27T00:00:00+07:00 Copyright (c) 2024 Journal of Arts Management https://so02.tci-thaijo.org/index.php/jam/article/view/271817 Agri-Tourism Management of The Model Community in Mid North-Eastern Provincial Cluster 2024-07-16T10:54:00+07:00 Wanna Khampuanbutra wanna.k@msu.ac.th Charin Phakprapai charin.pha@msu.ac.th <p>This article aimed to study 1) the community participation management of agricultural lifestyle contact tourism; 2) the tourists’ opinions toward Agri-tourism; and 3) the Agri-tourism management model in the model community in the mid-northeastern provincial cluster. This study is survey research with mixed methods combining qualitative and quantitative. The population is a purposive sample, and three types of tools were used: 1) 33 structured interview forms are used with village headmen of the local community and government officers who have a role in the model community; 2) a focused group for a group of 8-15 participants, including community leaders and representatives from different career groups at 3 times; and 3) closed-ended questionnaires were used with 400 tourists. Descriptive statistics, the Chi-square test, and the Kruskal-Wallis test were utilized to analyze the data. The results of this study show that 1. Most of the model community members were engaged in Agri-tourism management in all of those 4 dimensions: 1) join in decision-making; 2) participate in operations and carry out activities; 3) join in the benefits; 4) Participate in the evaluation. 2. The opinions of tourists in Agri-tourism showed in 3 dimensions: activities, service, and community management, and 3. The data analysis and synthesis can create an Agri-tourism management model in the model community in the northeastern provincial cluster, which consists of 6 key components, the Agri-tourism Management, Community Organization, Natural Resources and Culture, Agri-tourism Activities, Tourist Learning, and Agri-tourism Service; this was called the “MORALS Model”</p> 2024-12-27T00:00:00+07:00 Copyright (c) 2024 Journal of Arts Management https://so02.tci-thaijo.org/index.php/jam/article/view/271384 Testing the Relationship between Financial Ratios and Stock Prices of Listed Companies on the Stock Exchange of Thailand: Before, During and After the COVID-19 Pandemic 2024-06-27T13:54:38+07:00 Pimonwan Tripattanasit pimonwan.t@rsu.ac.th Phatnatcha Chotkunakitti phatnatcha.c@rsu.ac.th Wanrudee Suksanguan wanrudee.s@rsu.ac.th Wattana Srithaworn wattana.s@rsu.ac.th Yodsawinkan Kobkanjanapued yodsawinkan@gmail.com <p>This study examines the Testing of the Relationship between Financial Ratios and Stock Prices of listed Companies on the Stock Exchange of Thailand: Before, During, and After the COVID-19 Pandemic. The financial ratios analyzed in this research are: 1) Current Ratio (CR), 2) Total Asset Turnover Ratio (TAT) 3) Times Interest Earned (TIE) 4) Debt to Equity Ratio (DE), and 5) Return of Asset (ROA). This study collected a sample listed on the Stock Exchange of Thailand between 2018 and 2022 a total of 5 years with 3,198 datasets from the Stock Exchange of Thailand database. The data were analyzed using Descriptive Statistics, Pearson Correlation Coefficient Analysis, and Inferential Statistics by Ordinary Least Analysis: OLS.</p> <p>The results showed that 1) The Current Ratio, Total Asset Turnover, Times Interest Earned, and Return of Asset ratio positively affected stock prices. As for the Debt to debt-equity ratio, it has a negative effect on the stock prices. 2) The Testing of the Relationship between Financial Ratios and Stock Prices during the COVID-19 pandemic found that Return on total assets (ROA) during the COVID-19 outbreak is related to stock prices being lower than before the COVID-19 outbreak. Statistically significant at the 0.01 level. 3) The Testing of the Relationship between Financial Ratios and Stock Prices after the COVID-19 pandemic found that Return on total assets (ROA) after the COVID-19 outbreak is associated with an increase in stock prices more than during the COVID-19 outbreak.</p> 2024-12-27T00:00:00+07:00 Copyright (c) 2024 Journal of Arts Management https://so02.tci-thaijo.org/index.php/jam/article/view/272827 The Supply Chain Management to Promote Meat Goat Farming Business Hua Sai District Nakhon Si Thammarat Province 2024-08-23T15:45:56+07:00 Phitchayapha Primpray anchalee_pri@nstru.ac.th Pongpat Buapet pongpat_bua@nstru.ac.th Wilaiwan Phumee wilawan_jin@nstru.ac.th Chanyaphak Chaiyaphak chanyaphak_cha@nstru.ac.th Patcharin Intamas patcharun_int@nstru.ac.th Kanyana Sriphruek k.sripruk@gmail.com <p>This research aims to 1) study the current status of goat farming and goat farming business management; 2) study the need to promote the prototype goat farming industry of goat farmers for developing into an export industry; and 3) manage the supply chain for promoting and developing the goat meat business of farmers. Purposive sampling was used to select 24 key informants. The data collection methods included 1) questionnaires using closed-ended questions with multiple choice and 2) interview forms with open-ended questions, which were used to promote the goat farming industry to develop a model to promote such businesses. The research findings showed that according to the basic social and economic conditions, the problems encountered were a lack of knowledge in proper goat farming, inadequate sanitation, and health inspection, and occasionally insufficient goat numbers to meet the market demand. Another finding showed that the farmers needed to promote and develop knowledge in goat production to achieve quality standards. This included breeder selection, feeding, and medicines for disease prevention and treatment. The results obtained from the analysis of supply chain management processes for promoting and developing the goat farming business found that upstream included accounting system planning, selection of breeder suitable for the weather, standard farm management ideal for the area, purchasing production factors, managing tools and equipment; midstream involved analyzing and managing food and nutrition appropriately for goats to grow and maintain quality, health management, watching and preventing various diseases and downstream consisted managing the environment for goat health, disposing of goat manure, keeping the area to ensure plant growth for goat farming, and planning the market to meet demand throughout the year.</p> 2024-12-27T00:00:00+07:00 Copyright (c) 2024 Journal of Arts Management https://so02.tci-thaijo.org/index.php/jam/article/view/272555 The Development of Operations of Thai Roll Wafer With Baan-Nawa Ancient Recipe Group, Chang Klang Sub-District, Chang Klang District, Nakhon Si Thammarat Province 2024-09-18T10:07:01+07:00 Nuchanart Kitsanarom nuchanart_kit@nstru.ac.th Supavadee Promma Supavadee_pro@nstru.ac.th Pornsin Buangam Porsin_bua@nstru.ac.th Mamlika Khongkaew Malica_2011@hotmail.com <p>This article studied 1) basic information about Baan Nawa traditional recipes for Thong Muan (Thai roll wafer) in Chang Klang subdistrict, Chang Klang District, Nakhon Si Thammarat Province; and 2) related operating conditions; and 3) formulate guidelines for product development. The purposive sample selection was used, with the critical information providers being 1. entrepreneurs, 2. distributors, and 3. government. The results were that the Baan Nawa group has informal management and a step-by-step production process. Financial resources derive from joint membership ventures. Marketing and sales distribution occur at the storefront, wholesale, and other provinces. Operationally, strong production points included traditional recipe use and factory experience in mixing ingredients. Weaknesses comprised informality and lack of concrete management style, while an obstacle is a fluctuating economy, affecting production costs. Technological advancements represent development opportunities to expand distribution channels and young consumer interest in local foods. Threats, opportunities, weaknesses, and strengths (TOWS) analysis for the traditional Thong Muan dessert product revealed that government sector cooperation was needed to promote product development to meet consumer needs, build customer awareness through online media, and acquire knowledge to reduce packaging costs and other economic measures.</p> 2024-12-27T00:00:00+07:00 Copyright (c) 2024 Journal of Arts Management https://so02.tci-thaijo.org/index.php/jam/article/view/273018 Causal Factors Affecting the Audit Quality of The Thai Certified Public Accountants 2024-09-04T16:08:07+07:00 Nutrada Rattanasing Nutradaporn052522@gmail.com Pitan Sanpakdee Pitan.s@rmutsb.ac.th Pathompong Kookkaew kookkaew2526@gmail.com <p class="1">This research article aims to 1) investigate the coherence of the causal relationship model of Thai-certified public accountants' audit quality and 2) study the direct and indirect effects on the audit quality of Thai-certified public accountants. Three hundred twenty qualified public accountants in Thailand who wished to share contact details with the Accounting Profession Council under royal patronage made up the sample group for the study. This study used a mixed method. The data analysis employed descriptive and inferential statistics and the structural equation model (SEM). The research results were as follows: 1) The causal relationship model of Thai certified public accountants' audit quality was highly consistent with the actual data, suggesting that auditor independence, auditor competency, and professional skepticism can explain 38% of the variance in audit quality. 2) Auditor independence has a positive direct effect on audit quality and professional skepticism and indirectly enhances audit quality through professional skepticism. Auditor competency positively impacts professional skepticism but does not directly affect audit quality. However, professional skepticism has a positive indirect effect on audit quality.</p> 2024-12-27T00:00:00+07:00 Copyright (c) 2024 Journal of Arts Management https://so02.tci-thaijo.org/index.php/jam/article/view/273107 Service Competency Development System on People Management Work collaboratively with others and Emotional Intelligence of First-line Supervisors for High Value Tourist in Hotel Industry in the EEC 2024-09-05T11:06:30+07:00 Sanon Anantanond sanon@buu.ac.th Wannapa Udompon wannapau@go.buu.ac.th Chalong Tubsree chalongtubsree@gmail.com <p class="1">This research aims to: 1. Develop a system to enhance the service capacity in human resource management, teamwork, and emotional intelligence for first-line managers in the hotel industry to cater to high-income tourists in the Eastern Economic Corridor (EEC). 2. Evaluate the effectiveness of the developed system. The researchers employ a research and development (R&amp;D) approach, utilizing the ADDIE model consisting of five phases: analyze, design, develop, implement, and evaluate. The researchers collected both qualitative and quantitative data for the study. A qualitative research method, including in-depth interviews and focus group discussions with first- and middle-level managers from hotels affiliated with the Eastern Thailand Hotel Association, was employed to collect data. The research results informed the creation of a workshop training course on “Managing Emotional Intelligence in Service and Teamwork for First-Line Managers,” lasting 12 hours and covering four topics: 1. Emotion Management and Positive Psychology; 2. Effective Communication and Teamwork; 3. Leadership, Personal Branding, and Presentation Skills in Service; and 4. Resilience and Change Management. The evaluation results of the developed system indicated that participants' post-training scores improved significantly, and their satisfaction ratings for the course were exceptionally high across all topics.</p> 2024-12-27T00:00:00+07:00 Copyright (c) 2024 Journal of Arts Management https://so02.tci-thaijo.org/index.php/jam/article/view/273155 The Influence of Internal Audit Competency on the Operational Efficiency of Companies Listed on the Stock Exchange of Thailand 2024-09-12T10:01:58+07:00 Patumporn Chanowan patumporn.ch@skru.ac.th <p class="1">This article aims to achieve two objectives: 1) to examine the levels of opinion on internal audit competency and operational efficiency of companies listed on the Stock Exchange of Thailand, and 2) to investigate the influence of internal audit competency on the operational efficiency of these companies. This research is quantitative and utilizes a questionnaire as a data collection tool targeting internal audit executives of listed companies. A total of 327 responses were received. The statistical methods used for data analysis include percentages, means, standard deviations, correlation analysis, and multiple regression analysis. The researcher ensured preliminary agreement to obtain reliable and academically acceptable data. The research results indicate that internal audit competency in audit planning, execution, reporting, and monitoring positively influences performance at a significant level of 0.05. The findings can serve as a guide for enhancing the potential of internal auditors to work proactively, thereby helping to prevent corruption, manage risks, reduce operational waste, and align performance with the company’s objectives. Additionally, this can foster confidence and transparency among stakeholders, leading to increased trust and acceptance of the company’s operations.</p> 2024-12-27T00:00:00+07:00 Copyright (c) 2024 Journal of Arts Management https://so02.tci-thaijo.org/index.php/jam/article/view/272186 The Relationship Between Organization Commitment and Work Motivation of Employees of Cosdent Co., Ltd. 2024-07-18T14:19:33+07:00 Anukool Pradidkhean 6512480009@rumail.ru.ac.th Anek Pradittharom kone@rumail.ru.ac.th Kitti Chunhasriwong moohmee@rumail.ru.ac.th <p>This study used a mixed-methods approach. They incorporate both quantitative and qualitative research. The objectives are: 1) to study the level of organizational commitment among employees of Cosdent Co., Ltd.; 2) to study the level of work motivation among employees of Cosdent Co., Ltd.; 3) to study the relationship between organizational commitment and work motivation among employees of Cosdent Co., Ltd.; and 4) present guidelines for developing the relationship between organizational commitment and work motivation among employees of Cosdent Co., Ltd. This study used a population group of 58 employees within the organization for the entire research. The quantitative research tool was a questionnaire with content validity (index of item-objective congruence: IOC) between 0.66 and 1.00, reliability (Cronbach's Alpha coefficient) = .940, and the qualitative research tool was a structured interview with three organizational executives. The research findings are as follows: 1) Cosdent Co., Ltd. employees have an overall organizational commitment level at the highest level. 2) Cosdent Co., Ltd. employees have a high overall work motivation level. 3) Organizational commitment has a positive relationship with work motivation among Cosdent Co., Ltd. employees, with an overall moderate level of significance at the 0.01 statistical level and a correlation coefficient of 0.678. 4) The guideline develops the relationship between organizational commitment and work motivation, including enhancing motivation through increased compensation and benefits to drive performance, using KPIs to measure and evaluate employee performance, and maintaining employee membership within the organization for the long term.</p> 2024-12-27T00:00:00+07:00 Copyright (c) 2024 Journal of Arts Management https://so02.tci-thaijo.org/index.php/jam/article/view/272194 The Education Criteria for Performance Excellence Impacting the Budget Allocation: A Case Study of Faculty of Architecture, Urban Design & Creative Arts Mahasarakham University 2024-07-25T14:50:23+07:00 Preeyanat Mirattanaphrai Preeyanat.m@msu.ac.th Nuttavong Poonpool Preeyanat.m@msu.ac.th Yada Khiewsued Preeyanat.m@msu.ac.th <p>The purpose of this research was to study 1) the results of performance education criteria for performance excellence of the Faculty of Architecture, Urban Design &amp; Creative Arts Mahasarakham University; 2) the education criteria for performance excellence for budget allocation and management of the Faculty of Architecture, Urban Design &amp; Creative Arts Mahasarakham University; and 3) present guidelines for management and budget allocation of the Faculty of Architecture, Urban Design &amp; Creative Arts Mahasarakham University. To do so, the researcher collected data from 1) a source of information from the annual report of the faculty and information on the results of operations according to educational quality criteria for excellent operations during the academic year 2019-2022 and 2) senior executives of the Faculty of Architecture, Urban Design &amp; Creative Arts, Mahasarakham University.</p> <p>The research results showed that the following was found: 1) Education Criteria for Performance Excellence Topics: five results include student learning, customer-focused service results, the process results, customer results, workforce results, leadership and governance results, and budgetary, financial, market, and strategy. 2) The interview results are a budgetary, financial, market, and strategy analysis of the overall budget allocation of the Faculty of Architecture, Urban Design &amp; Creative Arts, Mahasarakham University. Therefore, guidelines for management and budget allocation senior executives should be aware of and give importance to systematically creating results, and approaches to advance proactive projects to the faculty must be able to correspond to the indicators of educational quality criteria for excellent performance in each outcome area and create innovations for sustainability.</p> 2024-12-27T00:00:00+07:00 Copyright (c) 2024 Journal of Arts Management https://so02.tci-thaijo.org/index.php/jam/article/view/273108 Case Study: The Developing Moral and Transparency in the Operations of the Faculty of Management Science, Suan Sunandha Rajabhat University 2024-09-05T15:23:14+07:00 Jeerabhan Chanwichian jeerabhan.ch@ssru.ac.th Manop Sangjumnong manop.sangjumnong@gmail.com Thanyanant Chansongpol chansongpol.t@gmail.com <p>Results of the case study of the prototype of morality and transparency development in the operation of the Faculty of Management Science, Suan Sunandha Rajabhat University. The objective is to develop knowledge for personnel and understand the problems and guidelines for developing the results of the assessment of morality and transparency in the operation of Suan Sunandha Rajabhat University. By setting the framework in the form of a trial operation specifically for the Faculty of Management Science and selecting 4 issues of the ITA assessment criteria, namely: (1) “The agency can communicate, answer questions, or provide explanations to service recipients”, (2) “the better than before of performance or staff’s services”, and (3) “the methods and procedures of the operation or service are more convenient and faster than before.” And (4) “The agency better opens up opportunities for outsiders to participate in improving and developing the operation.”. A study using the action research method through the project “Workshop on the Development of Morality and Transparency in the Operation of Government Agencies, Faculty of Management Science, Suan Sunandha Rajabhat University.” The results of the knowledge assessment of the project participants, 69 people, increased from the pre-test to 74.42 percent and the post-test to 92.10 percent, and the qualitative study can conclude the results according to the 4 study objectives from the participants who jointly exchanged knowledge, from the perspective of the problem, from the performance of duties, brainstormed to analyze the problems from the operation through the Fishbone diagram, and presented the guidelines for better development of the faculty.</p> 2024-12-27T00:00:00+07:00 Copyright (c) 2024 Journal of Arts Management https://so02.tci-thaijo.org/index.php/jam/article/view/273210 The Impact of Social Support on the School Adaptation of Left-behind Children in Inner Mongolia Autonomous Region 2024-09-19T10:13:44+07:00 Rui Wang wangr8222@gmail.com Ganratchakan Lertamornsak ganratchakan.le@ssru.ac.th <p>This research aims to explore the social support available to left-behind children in the Inner Mongolia Autonomous Region during their school adjustment process and its impact on their adaptive performance. It also proposes policy recommendations for further optimizing the social support system to enhance the school adjustment capabilities of left-behind children. A quantitative research method was employed, using a survey conducted among 400 left-behind children in Inner Mongolia. The survey assessed the social support these children received from their families, schools, and government policies, as well as their school adjustment abilities. Data analysis was carried out using statistical tools such as one-way analysis of variance (ANOVA), Least Significant Difference (LSD) test, and multiple regression analysis. The results showed that social support, especially from family and school, had a significant positive effect on promoting learning adaptation and psychological well-being among left-behind children.</p> <p>This research fills a gap in the study of left-behind children’s school adjustment in Inner Mongolia, a remote minority region, and integrates social support theory, educational management theory, educational equity theory, and psychological adaptation theory. The study systematically analyzes how multidimensional social support influences the academic and psychological adaptation of left-behind children. This comprehensive perspective not only provides theoretical innovation for understanding the adaptation challenges of left-behind children but also offers theoretical guidance for future educational policies and school management practices. Additionally, the survey conducted with 400 left-behind children in Inner Mongolia provides detailed empirical data. These data not only confirm the positive correlation between social support and school adjustment but also offer a solid foundation for future research in this area. Lastly, the study proposes recommendations for optimizing the support system to improve the school adaptation abilities of left-behind children, addressing gaps in their education. By creating a supportive environment for their growth, we can foster more outstanding talent among left-behind children.</p> 2024-12-27T00:00:00+07:00 Copyright (c) 2024 Journal of Arts Management https://so02.tci-thaijo.org/index.php/jam/article/view/271336 The Emotional Intelligence of Principals Effecting on School Teachers' Performance in Chinese Junior High Schools in Henan Province of China 2024-06-29T16:22:41+07:00 Simi Yan 635344802@qq.com Supannee Samarnyat supannee.sa@spu.ac.th Sirinthorn Sinjindawong sirinthorn.si@spu.ac.th <p>This mixed-method research aimed to explore the relationship between principals’ emotional intelligence and teacher performance. Four research objectives are proposed: (1) study the emotional intelligence of principals in Chinese junior high schools in Henan Province; (2) evaluate the performance of teachers in these schools; (3) examine the impact of principals' emotional intelligence on teacher performance; and (4) develop approaches to enhance principals' emotional intelligence for improving teacher performance and school management. The study employed both quantitative and qualitative methods, involving a questionnaire survey of 372 teachers and interviews with 10 school principals.</p> <p>The study found that: (1) Principals generally exhibited high levels of emotional intelligence, particularly in self-regulation and motivation, while showing room for improvement in self-awareness and empathy. (2) Teachers demonstrated strong performance in relationship and communication skills, as well as display and planning management, though there were areas for improvement in class management and adapting teaching techniques. (3) Principals' emotional intelligence, especially in empathy and social skills, significantly influenced teacher performance, highlighting the importance of these leadership qualities. (4) Several approaches were developed to enhance principals' emotional intelligence, including regular training sessions, increased psychological support, and the integration of emotional intelligence practices into daily management.</p> 2024-12-27T00:00:00+07:00 Copyright (c) 2024 Journal of Arts Management https://so02.tci-thaijo.org/index.php/jam/article/view/271333 Transformational Leadership Approaches to Improve School Management Efficiency in Junior High Schools, Henan, China 2024-06-29T16:17:14+07:00 Haopeng Wu wuhaopeng9328@gmail.com Waraporn Thaima waraporn.th@spu.ac.th Sirinthorn Sinjindawong sirinthorn.si@spu.ac.th <p>This study explores transformational leadership in junior high schools in Henan, China, aiming to enhance school management efficiency. This mixed-method research aimed to (1) study the transformational leadership of school administrators and school management efficiency in junior high schools in Dengfeng, Henan, China; (2) develop transformational leadership approaches for improving school management efficiency; and (3) evaluate these approaches to enhance school management efficiency. The research was conducted in three phases: Phase 1 involved investigating the transformational leadership of junior high school administrators and school management efficiency through quantitative surveys. Phase 2 focused on developing transformational leadership methods for school administrators to improve school management efficiency, using qualitative data from in-depth interviews. Phase 3 entailed evaluating the effectiveness of these transformational leadership methods through expert evaluations and feedback. The study employed both quantitative and qualitative methods, involving a questionnaire survey of 190 school administrators and in-depth interviews with 10 principals. Additionally, the developed approaches were evaluated by a focus group of nine educational management experts.</p> <p>The study found that: (1) In the context of transformational leadership, principals excelled in idealized influence and inspirational motivation, but there is room for improvement in intellectual stimulation and individualized consideration. In terms of school management efficiency, schools performed well in academic outcomes and resource allocation, but administrative processes showed variability and required enhancement. (2) A series of transformational leadership approaches were developed to enhance school management efficiency, including ethical workshops, transparent decision-making, vision sharing, innovation labs, and personalized support. (3) The expert evaluation process validated these approaches, suggesting improvements such as incorporating interactive elements and multimedia tools and enhancing personalized support for staff. In conclusion, this study identifies feasible transformational leadership approaches to develop school management efficiency and fills a research gap in Henan Province, China.</p> 2024-12-27T00:00:00+07:00 Copyright (c) 2024 Journal of Arts Management https://so02.tci-thaijo.org/index.php/jam/article/view/273211 The Mental Health Education Management Model of Chinese Universities in Hainan Province 2024-09-13T09:15:58+07:00 Jianhe Dou s64584951015@ssru.ac.th Wipada Prasansaph wipada.pr@ssru.ac.th <p>This quantitative investigation elucidated a model for the management of mental health education in colleges and universities in Hainan Province, China. Based on an exhaustive review of relevant literature, this study designed a rigorous questionnaire that explored important models of mental health education management from multiple dimensions. Based on Taro Yamane Fornula's (1973) framework for determining sample size, the present study was conducted on a stratified sample of 420 individuals from 21 Hainan universities, including 297 faculty members (administrators, general faculty, and other staff members) and 123 students, with a total of 105 items in the questionnaire. The method of analysis centered on Exploratory Factor Analysis (EFA) using SPSS software to distill the key factors influencing professional development. The results of the analysis showed that the establishment of the university mental health education center, the faculty (department) mental health workstation, the class psychological support group, and the dormitory psychological informant played an important role in students' mental health education. All variables had high Cronbach's alpha values, proving the construct validity of the survey to be reliable. By analyzing the core elements that promote the management of mental health education in colleges and universities, this study is conducive to optimizing the construction of management teams and improving the management system of mental health education, to optimize and improve the current situation of the management of mental health education in colleges and universities in Hainan Province.</p> 2024-12-27T00:00:00+07:00 Copyright (c) 2024 Journal of Arts Management https://so02.tci-thaijo.org/index.php/jam/article/view/272041 The Effects of Differentiated Instruction in an Online Classroom on the Levels of Willingness to Communicate of Thai EFL Undergraduates 2024-07-18T13:10:19+07:00 Kanpajee Rattanasaeng kanpajee.ra@kmitl.ac.th Maliwan Bunsorn maliwan_bu@rmutto.ac.th <p>This article aimed to study (1) the needs of students in the Foundation English 1 course in an online classroom regarding their interests in topics and the learning styles of the students, and (2) the effects of differentiated instruction in an online classroom on the levels of willingness to communicate in English. The sample group consists of 30 students who enrolled in Foundation English 1 but are not English major students. The sampling method used is simple random sampling. These students are from an educational institution in Bangkok from the third semester of the academic year 2022. The research tools used in this study include a needs analysis questionnaire to identify needs, lesson plans, a willingness to communicate questionnaire in the Linkert scale, and semi-structured interviews. The data were analyzed by using Mean, Standard Deviation (SD) values, a Paired Sample T-Test to compare the pre-test and post-test, and content analysis applied to interview results. The results indicated that students' interests in lesson topics, including self-introduction, eating out, traveling, and fashion, in terms of learning styles exhibit characteristics of images, symbols, and sounds. The pre-test mean score was 2.08, SD = 0.97 which indicated a low level of willingness to communicate. The post-test mean score was 3.80, SD = 0.94, which indicated a high level of willingness to communicate. When comparing the means using the Paired Sample T-Test, it was found that there was a statistically significant difference at the .05 level. This research suggests that the findings can be utilized as a guideline for designing English lessons aiming at developing a willingness to communicate, thus assisting in enhancing speaking skills in the future.</p> <p> </p> <p> </p> 2024-12-27T00:00:00+07:00 Copyright (c) 2024 Journal of Arts Management https://so02.tci-thaijo.org/index.php/jam/article/view/273105 The Impact of Digital Finance on Deleveraging of A-Share Listed Companies in China: A Crucial Research Topic 2024-09-07T10:57:36+07:00 Jiao Wang nirote@mju.ac.th Nirote Sinnarong nirote@mju.ac.th Kittawit Autchariyapanitkul nirote@mju.ac.th Ke Nunthasen nirote@mju.ac.th <p>This research aimed to analyze the impact of digital finance development on the deleveraging of A-share listed companies. Based on the panel data of 1,111 A-share listed companies from 2011 to 2022, this research established a panel fixed effect model for analysis. The empirical results showed that the development of digital finance in China can significantly reduce the leverage ratio of enterprises; that is, the development of China's digital finance is conducive to the deleveraging of enterprises. The robustness test and endogenous problem treatment examined the above results, indicating that the above conclusions were robust. The heterogeneity analysis showed that developing digital finance in China could significantly reduce the leverage ratio of non-state-owned enterprises. However, the impact on state-owned enterprises' leverage ratio was insignificant. The development of digital finance in China can significantly reduce the leverage ratio of small enterprises, with no significant impact on the leverage ratio of medium and large enterprises. The development of digital finance in China can significantly reduce the long-term leverage ratio of enterprises, but the impact on the short-term leverage ratio was not significant. The analysis of the mediating effect showed that the development of digital finance in China can deleverage enterprises by reducing financing costs and alleviating financing constraints. The moderating effect analysis showed that the impact of digital financial development in China on enterprise deleveraging was moderated by financial supervision. The stronger the financial supervision, the weaker the impact of China's digital financial development on corporate deleveraging. This research also further verified that there is no non-linear relationship between China's digital finance development and corporate deleveraging.</p> <p>Based on the above analysis, this research put forward policy suggestions from the government, enterprises, investors, and regulators, as well as the digital financial development strategy of enterprise deleveraging from the government and enterprise aspects. The research results can not only enrich the research on digital finance and corporate deleveraging but also provide certain policy suggestions to the government, regulatory agencies, enterprises, and investors in practice and can provide the strategy of digital finance to help deleveraging, so the research was of great significance.</p> 2024-12-27T00:00:00+07:00 Copyright (c) 2024 Journal of Arts Management https://so02.tci-thaijo.org/index.php/jam/article/view/273104 The Influence of Leadership Human Resources Corporate Policy and Management Innovation Affect Company Performance in Beijing 2024-09-07T09:57:36+07:00 Chunhong Wang uhsateva@gmail.com Peerawee Teppratuangtip uhsateva@gmail.com Xin Liu 86839605@qq.com <p>This research aims to 1) evaluate the leadership level, human resources, organizational policies, management innovation, and operational efficiency of companies in Beijing; 2) describe the variables influencing the operational efficiency of companies in Beijing; and 3) build a model for the operational efficiency of companies in Beijing. The population of this research is entrepreneurs and executives of companies in Beijing, China. The sample is obtained by estimating the sample size based on the observed variables at a ratio of 1 to 20. Since there are 16 observed variables in this research, the researcher selected a multi-stage sample of 320 people. The research instrument was a questionnaire. The statistics used in the study were descriptive analysis, correlation analysis, and regression analysis.</p> <p>The research findings can be summarized as follows: Leadership positively influences company performance and management innovation. Human resources also have a positive influence on management innovation. Corporate policy positively influences management innovation and company performance efficiency. Lastly, management innovation has a positive influence on company performance efficiency. These findings have significant practical implications for entrepreneurs and administrators in Beijing, providing them with actionable insights to enhance their company's performance. For instance, understanding the positive influence of leadership on company performance can guide entrepreneurs in their leadership strategies. In contrast, the influence of human resources on management innovation can inform administrators in their HR policies.</p> 2024-12-27T00:00:00+07:00 Copyright (c) 2024 Journal of Arts Management https://so02.tci-thaijo.org/index.php/jam/article/view/273130 The Influence Mechanism of Co-opetition Strategy on Competitive Advantage 2024-09-18T09:55:51+07:00 Jianfeng Zou zoujianfeng@gzgs.edu.cn Ampol Navavongsathian zoujianfeng@gzgs.edu.cn Natha Thornjareonkul zoujianfeng@gzgs.edu.cn Busaya Vongchavalitkul zoujianfeng@gzgs.edu.cn <p>n the era of globalization and digitalization, collaboration and innovation are crucial elements for enterprises to cope with global market competition and enhance their competitive advantage. Taking the competitive advantage of the advanced manufacturing industry in the Pearl River Delta region of China as the research object, a theoretical model of co-opetition strategy, open innovation, trust, and competitive advantage was constructed. This study explores how co-opetition strategy affects the sustainable competitive advantage of the manufacturing industry and the mediating role of open innovation. It is quantitative research. A questionnaire was designed to measure these variables, and both convenience sampling and random sampling were applied, targeting 225 advanced manufacturing enterprises in the Pearl River Delta region. Data were collected and analyzed using SPSS 24.0 and AMOS 24.0 to verify the relationships between the variables. The results show that the co-opetition strategy has a significant positive impact on the competitive advantage of enterprises. Both inbound open innovation and outbound open innovation play a partial mediating role, while trust positively moderates the effect of co-opetition strategy on open innovation. The findings provide a reference path for the implementation of co-opetition strategies and open innovation in the global advanced manufacturing industry, enhancing sustainable competitive advantage.</p> 2024-12-27T00:00:00+07:00 Copyright (c) 2024 Journal of Arts Management https://so02.tci-thaijo.org/index.php/jam/article/view/273190 An Analysis of the Influence of Enterprise Internationalization on Performance: A Case of China’s Listed Manufacturing Enterprises 2024-09-12T09:47:47+07:00 Cheng Mingshuang happysherry123@163.com Chaiyanant Panyasiri cpanyasiri@gmail.com <p>This study aimed to examine the influence of internationalization on enterprise performance concerning Chinese-listed manufacturing enterprises and to investigate how institutional distance moderates the influence by introducing a scientifically measured framework. First, panel data of 1089 Chinese manufacturing enterprises listed from 2005 to 2021 were obtained. Then, this study subdivided the degree of internationalization (DOI) into the degree of breadth (DOB) and degree of commitment (DOC) as independent variables while using revenue on assets (ROA) as the dependent variable. After that, a fixed effect model was conducted to analyze the data.</p> <p>The results found that for DOB, NCOS had a coefficient of -0.0035, and with the squared NCOS, the coefficient was -0.0053, while for the squared term was 0.0002; for DOC, the coefficient for FSTS was -0.0370, with the squared FSTS, the coefficient was -0.0703, while the squared term coefficient was 0.0372. The findings revealed that internationalization had a U-shaped influence on performance. This suggests that enterprises may face challenges during the initial stages of internationalization, leading to a decline in performance; however, as internationalization deepens, enterprises gradually adapt to foreign markets and optimize resource allocation, resulting in performance improvement. Formal institutional distance negatively moderates the U-shaped influence, while informal institutional distance does not exhibit a moderating effect. The research findings serve as a valuable resource for governments in formulating effective policies and for enterprises adjusting strategies to achieve better internationalization performance.</p> 2024-12-27T00:00:00+07:00 Copyright (c) 2024 Journal of Arts Management https://so02.tci-thaijo.org/index.php/jam/article/view/272836 The Effects of Organization Size on Internal Control Informatization on Principal-Agent Relationships among Certified Auditing Firms in Beijing 2024-09-12T13:48:02+07:00 Liu Zhanwen 10923508@qq.com Pattsornkun Submahachok patsornkan@hotmail.com <p>This study examines the moderating roles of organizational size and principal-agent relationships in the impact of internal control on audit quality, using auditing firms in Beijing as a case study. It also evaluates the influence of internal control, informatization, and audit quality on overall audit performance. Three study objectives are proposed: 1) to examine how principal-agent relationships moderate the relationship between internal control and audit quality; 2) to investigate the moderating effect of organizational size on the relationship between informatization, quality of auditors, and internal control; 3) to evaluate the effects of internal control, quality of auditors, and informatization processes on audit quality in certified auditing. The sample comprises auditing firms registered in Beijing, with 40 firms selected through random sampling. A total of 534 valid questionnaires were collected online via the "Questionnaire Star" platform. The study adopts a quantitative analysis approach, utilizing SPSS and AMOS to perform Structural Equation Modeling and hierarchical regression analysis on the data, thereby validating the theoretical framework and hypotheses. The findings reveal that both organizational size and principal-agent relationships moderate the effect of internal control on audit quality, and they confirm the positive impact of auditor quality, informatization, and internal control on audit quality. The study suggests that auditing firms can enhance audit quality by providing additional training to improve the quality of auditors, selectively investing in informatization according to their specific circumstances, and improving agency relationships and internal control. These findings provide valuable empirical support and management recommendations for auditing firms aiming to enhance audit quality.</p> 2024-12-27T00:00:00+07:00 Copyright (c) 2024 Journal of Arts Management https://so02.tci-thaijo.org/index.php/jam/article/view/273117 The Influence of Information Literacy, Creativity and Self-Efficacy on Managerial Performance: Insights from the Small and Medium-Sized Enterprises in China 2024-09-07T17:30:42+07:00 Deng Qingjing dqj0613@gmail.com Ampol Navavongsathian n_ampol@yahoo.com Chen Wang Khun comcisma@gmail.com Patrick Ping Wang pingyichia1963@gmail.com <p>Background: In the context of rapid globalization and digitalization, how small and medium-sized enterprises (SMEs) can enhance managerial performance with limited resources has become a focal point of academic and practical interest. Information literacy, self-efficacy, and creativity are crucial for improving managerial decision-making effectiveness and responding to market changes.</p> <p>Aims: This study analyzes how information literacy, self-efficacy, and creativity impact managerial performance in SMEs, focusing on the mediating roles of self-efficacy and creativity.</p> <p>Methodology: The study selected managers from five categories of SMEs in China and employed a quota sampling method to collect 416 valid questionnaire responses. Structural Equation Modeling (SEM) was used to analyze the relationships among the variables.</p> <p>Results: The results indicate that information literacy not only directly and positively predicts managerial performance but also exerts an indirect positive effect through creativity. Similarly, self-efficacy indirectly positively impacts managerial performance through the mediating role of creativity. Moreover, creativity itself significantly and positively predicts managerial performance.</p> <p>Conclusion: This study provides empirical evidence on how information literacy, self-efficacy, and creativity directly or indirectly influence managerial performance. These findings offer new perspectives for academic discussions on managerial performance and valuable practical insights for enterprises looking to enhance organizational performance and achieve competitive advantages by improving information literacy, creativity, and self-efficacy. The results underscore the importance of information literacy and creativity among SMEs.</p> 2024-12-27T00:00:00+07:00 Copyright (c) 2024 Journal of Arts Management https://so02.tci-thaijo.org/index.php/jam/article/view/271213 The Impact of Brand Strategy on Health Wine Consumers’ Purchase Decisions: An Examination Using the Howard Sheath Model (Guangdong, China) 2024-06-23T10:10:41+07:00 Tianqi Cai ctqeric@foxmail.com Suo Lu suo.lu@stamford.edu <p class="1">This study explores how consumer image, product essence stimulation, product symbol stimulation, and social stimulation affect purchase decisions for healthy wine in Guangdong, China, using the Howard Sheth Model. It gathered 1,032 valid responses from individuals familiar with health wine and analyzed them using PLS-SEM. The findings show that consumer image, product essence, product symbol, and social stimulation positively influence consumer perception and purchase decisions. Consumer image is pivotal in shaping perceptions and decisions. Product essence enhances perceptions and purchase likelihood, product symbol drives purchase intentions, and social stimulation significantly affects both perception and decisions. Consumer perception mediates these relationships, with product symbols strongly impacting perception and social stimulation influencing purchase decisions. The study extends the Howard Sheth Model to healthy wine consumption, providing a comprehensive framework. It offers insights for marketers on the importance of symbolic, cultural, and product-related factors in consumer behavior, advocating for a holistic marketing approach to promote healthy wine in a competitive market.</p> 2024-12-27T00:00:00+07:00 Copyright (c) 2024 Journal of Arts Management https://so02.tci-thaijo.org/index.php/jam/article/view/272484 Exploratory Study on the Perceived Fit and Consumer Purchase Intention in Chinese Sports Brand Co-Branding 2024-08-11T15:30:20+07:00 Zheyun Zheng zhengzheyun@gmail.com Yujun Lu zheng_zhe@utcc.ac.th <p>This research aimed to study (1) the impact of perceived fit between brand and product attributes on consumer purchase intentions in the context of Chinese sports brand co-branding, (2) the influence of demographic factors such as age, education level, and income on these perceptions and intentions, and (3) the role of social media in shaping consumer attitudes and driving purchase decisions regarding co-branded products. This research is mixed-method research; 208 young consumers were stratified sampling selected for quantitative research, and 10 were purposive sampling selected as samples for qualitative research. The instruments for collecting data included a structured questionnaire and semi-structured in-depth interviews. Descriptive statistics, independent sample t-tests, one-way ANOVA, correlation analysis, and regression analysis were used for quantitative data analysis, and thematic analysis was used for qualitative data analysis. The research results revealed that (1) a high perceived fit between brands and products significantly enhanced consumer purchase intentions, with brand perceived fit and product perceived fit showing strong positive correlations with purchase intentions; (2) demographic factors such as age, education level, and income influenced these perceptions and intentions significantly, indicating the importance of tailoring co-branding strategies to different consumer segments; and (3) social media emerged as a critical platform for promoting co-branded products, where new releases and limited edition promotions significantly increase consumer interest and engagement. Interactive social media campaigns and influencer endorsements also play a pivotal role in enhancing the appeal and credibility of co-branded products.</p> 2024-12-27T00:00:00+07:00 Copyright (c) 2024 Journal of Arts Management https://so02.tci-thaijo.org/index.php/jam/article/view/272059 Evaluation of Educational Resource Efficiency Based on the Data Envelopment Analysis Model and Malmquist Index 2024-07-30T09:26:59+07:00 Xiaodong Ren xiaodong_r@mail.rmutt.ac.th Tharitsaya Kongkaew tharitsaya@rmutt.ac.th <p>This article aimed to apply the DEA-BCC model and the DEA-Malmquist index to evaluate the efficiency of educational resource allocation in provincial universities. Secondary data were obtained from 40 provincial colleges and universities in Sichuan Province from 2017 to 2022. Factors such as human, physical, and financial capital were used as input indicators, while educational outcomes, scientific research, and social services served as output indicators. The DEA-BCC model shows that the average value of comprehensive technical efficiency was 0.911, with an average pure technical efficiency of 0.978 and an average scale efficiency of 0.929, indicating scale efficiency as a constraining factor. According to the DEA-Malmquist index model results, the total factor productivity has an average value of 0.707. This suggests a 29.30% decrease in efficiency over these 6 years. The average value of the technical efficiency index is 0.985, which decreases by 0.074. The average value of the technological progress efficiency index was 0.718, indicating that the sample of provincial universities did not experience high technological progress efficiency. Technological regression during this period primarily influenced the changes in total factor productivity. The research findings indicate technical efficiency issues in utilizing educational resources at provincial universities. The results of this study are anticipated to offer valuable insights and benefits to key stakeholders in the education sector. By presenting a robust tool for assessing the efficiency of educational resource allocation, the study underscores the critical role of technical and scale efficiencies in enhancing effectiveness. Through a comprehensive analysis of educational resource inputs and outputs, this paper identifies the key factors influencing efficiency, providing invaluable data support to decision-makers and managers in the education sector.</p> 2024-12-27T00:00:00+07:00 Copyright (c) 2024 Journal of Arts Management https://so02.tci-thaijo.org/index.php/jam/article/view/272079 How ESG Performance Affects Enterprise Total Factor Productivity: The Moderating Role of Regional and Corporate-Level Innovation Capacity 2024-08-16T14:49:18+07:00 Guoyu Mao guoyu_m@mail.rmutt.ac.th Tharitsaya Kongkaew tharitsaya@rmutt.ac.th <p>ESG (environmental, social, and governance) is critical to high-quality enterprise development, yet its impact on total factor productivity (TFP) and the underlying mechanisms remain underexplored. This study addresses this gap by examining how ESG performance affects TFP, with a specific focus on the moderating effects of innovation capacity at both regional and corporate levels. This study analyzes panel data from Chinese A-share listed companies (2015–2022) using a fixed-effects regression model that accounts for year, industry, and corporate-specific factors. The findings remain robust even when employing alternative measures for key variables and incorporating one- and two-period lags for independent variables. The results demonstrate that while ESG performance significantly boosts TFP, the moderating effects of regional and corporate innovation capacities can paradoxically weaken this positive relationship. Specifically, higher levels of regional and corporate innovation capacities—typically regarded as drivers of competitive advantage—can lead to resource dispersion and priority misalignment, thereby diluting the beneficial effect of ESG initiatives on TFP. This innovative finding underscores the critical importance of strategic resource allocation and a balanced approach to innovation. Even in contexts with limited innovation resources, strong ESG practices substantially enhance TFP. This study underscores the pivotal role of ESG performance in enhancing TFP across diverse innovation environments at both regional and corporate levels. It offers novel theoretical insights and strategic recommendations, advocating for the seamless integration of ESG considerations into innovation strategies by both governments and enterprises. Additionally, investors should critically assess how well enterprises balance their innovation efforts with ESG initiatives to optimize TFP and foster sustainable, high-quality development.</p> 2024-12-27T00:00:00+07:00 Copyright (c) 2024 Journal of Arts Management https://so02.tci-thaijo.org/index.php/jam/article/view/273147 Green Human Resource Management and Sustainable Performance: The Mediating Role of Green Innovation and Green Supply Chain Management 2024-09-07T18:13:51+07:00 Chunshu Liang liangchunshu1984@gmail.com Ampol Navavongsathian n_ampol@yahoo.com Chen Wang Khun comcisma@gmail.com <p>This study aims to examine the impact of green human resource management (GHRM) on sustainable performance, which encompasses economic, environmental, and social dimensions. Additionally, it investigates the mediating roles of green innovation and green supply chain management in this relationship. The study further explores the interaction mechanisms between GHRM, green innovation, and green supply chain management. Data were collected from 430 senior and middle-level managers in the human resources and supply chain management departments of manufacturing firms in Guangdong Province, China. The analysis was conducted using the PLS-SEM method via Smart PLS 4.1 software.</p> <p>The results indicate that GHRM, green innovation, and GSCMall have significant positive effects on sustainable performance. Moreover, GHRM positively influences both green innovation and green supply chain management, while green innovation significantly impacts green supply chain management. Green innovation and GSCM serve as partial mediators in the relationship between GHRM and sustainable performance. The findings confirm that GHRM, green innovation, and GSCM can co-exist within a company's green management practices. When implemented in an integrated manner, these practices enhance the firm’s overall performance across the triple bottom line of environmental, economic, and social outcomes.</p> 2024-12-27T00:00:00+07:00 Copyright (c) 2024 Journal of Arts Management https://so02.tci-thaijo.org/index.php/jam/article/view/270507 A Study of Actual and Expected Situations in Enhancing Smart Citizen Characteristics for Students of Rajamangala University of Technology 2024-06-09T15:34:04+07:00 Maythika Puangsang maythika.puangsang@g.swu.ac.th Chakrit Ponathong maythika.puangsang@g.swu.ac.th Ophat Sukwan maythika.puangsang@g.swu.ac.th <p>The objectives of this research are: 1) to study the characteristics of intelligent citizens for students of Rajamangala University of Technology; 2) to assess the need for enhancing the characteristics of intelligent citizens; 3) to propose guidelines for developing students to have the characteristics of intelligent citizens for students of Rajamangala University of Technology. The research model is a mixed method. The sample group used in this research was divided into 2 groups: 15 student leaders of Rajamangala University of Technology instructors or related persons, and a sample of 400 graduate user groups that recruit students from Rajamangala University of Technology to work. The research tools used interviews and a questionnaire to assess the necessary needs, and the reliability of the questionnaire is 0.969. Data were analyzed using averages, standard deviations, and orders of magnitude. The importance of the average value was calculated using the Priority Needs Index (PNI<sub>modified</sub>), and the content was analyzed in a descriptive form.</p> <p>The results of the research found that 1) The characteristics of an intelligent citizen are 4 characteristics: having skills, knowledge, and being able to apply information technology; creative thinking. Learn outside the system and have the skills to live together in a diverse society. 2) The reality is lower than what graduate users expect in every aspect. 3) Guidelines for developing students to have the characteristics of intelligent citizens include developing knowledge and skills in digital technology. Be responsible and ethical. cultivate creativity and problem-solving skills. Raise awareness of cyber security and data protection. Promote participation in the digital community.</p> 2024-12-27T00:00:00+07:00 Copyright (c) 2024 Journal of Arts Management https://so02.tci-thaijo.org/index.php/jam/article/view/272290 Model for Developing Mindfulness for learning of Primary School Students: A Case Study of Ban Thanon Ngam Mittraphap School 27, Kamphaeng Phet Province 2024-07-26T09:18:18+07:00 Phra Pitak Kunarukko pitakchaikong3@gmail.com Phra Rangsan Tikakhapanyo r2p072@gmail.com Arun Chainit arun@pnru.ac.th Terdsak Panyajirath dr.terdsak@gmail.com <p>This research article aims to 1) study the learning problems, 2) develop a model for mindfulness development in learning, and 3) present mindfulness development for students in grade 6 at Ban Thanon Ngam Mittrapap 27 School, Kamphaeng Phet Province. The research employs qualitative methods and field research, interviewing key informants from three groups totaling 30 people, including 5 experts. It also involves a trial with 10 grade 6 students from January to June 2024. Data is analyzed from document studies, and the information obtained is analyzed as follows: 1) descriptive analysis, 2) interpretation, and 3) synthesis to present the mindfulness development model. The research findings indicate that 1) students face learning problems, including difficulties in reading and writing, lack of concentration, lack of respect, absence of proper etiquette, gaming addiction, irresponsibility, and lack of learning materials. 2) The approaches to developing mindfulness for learning include praying, meditating, discussing, and asking questions. 3) The model for developing mindfulness for learning among students includes: 3.1) praying, meditating, discussing Dharma, and asking questions; 3.2) following a daily routine of waking up, making the bed, and dressing appropriately. 3.3) Good friends, good activities, good communication, good equipment, good principles, and a good atmosphere. When practicing mindfulness continuously, it leads to good learning, wisdom, and happiness of body and mind. There are four goods: good body, good mind, good emotions, and good wisdom.</p> 2024-12-27T00:00:00+07:00 Copyright (c) 2024 Journal of Arts Management https://so02.tci-thaijo.org/index.php/jam/article/view/273113 The Development of BCG Economic Learning Model Based on Sufficiency Economy Philosophy into Practice for Youths in the Mekong Sub-region 2024-09-10T14:28:30+07:00 Nawin Promjisa nawin.pro@crru.ac.th Arunee Intep arunee.int@crru.ac.th Lutthaphon Mungthaisong Lutthaphon1707@gmail.com Phetsavanh Souphaphone Phetsavane@yahoo.com <p>The objectives of this research are 1) to analyze and synthesize the learning model. 2) to develop the BCG economic learning model. 3) to study the results of using the BCG economic learning model, and 4) to compare the knowledge gained from learning about the BCG economy based on the philosophy of sufficiency economy to practice for youth in the Mekong Subregion. This research employs a mixed-method approach. The data collection tools include questionnaires, focus group discussion records, pre-tests and post-tests, and attitude surveys. The statistics used for data analysis include frequency and percentage, as well as mean and standard deviation. The research results found that current teaching methods primarily focus on lecture-based/problem-based learning. Challenges in implementing effective learning include limited class time, course content, and student learning behavior. The BCG Economy Model has been commonly integrated into learning activities and consistently used in teaching practices. The assessment of the suitability of the BCG Economy learning model based on the Sufficiency Economy Philosophy for practical application among youth in the Greater Mekong Subregion was rated at the highest level overall (mean = 4.91). The model's validation results showed the highest level of appropriateness, with an average score of 4.80. A comparison of pre-learning and post-learning outcomes revealed that Chiang Rai Rajabhat University achieved the highest average scores. Post-test scores were consistently higher than pre-test scores across all institutions analyzed.</p> 2024-12-27T00:00:00+07:00 Copyright (c) 2024 Journal of Arts Management https://so02.tci-thaijo.org/index.php/jam/article/view/272590 20-Year National Strategic Plan, Successful Implementation of Nakhon Sawan Municipality 2024-08-14T10:48:06+07:00 Wanmarka Gasondokmai Wanmaka.k@hotmail.com Thanawat Pimoljinda thanawatp@buu.ac.th <p>This article aimed to study 1) the background of the 20-year national strategic plan of Nakhon Sawan Municipality, 2) the problems in the implementation of the 20-year national strategic plan of Nakhon Sawan Municipality, and 3) the process of successful implementation of the 20-year national strategic plan of Nakhon Sawan Municipality. The sample was qualitative research. They were selected by choosing a specific type. The instrument for collecting data was structured interview analysis data by descriptive statistics and content analysis. The research results were found as follows: 1. The history of the 20-year national strategy is not consistent with the needs of the people; it has the characteristics of adopting policies from the provincial level into practice at the local level. 2. The problem is bureaucracy and related regulations. It is not conducive to operations; the law is outdated. 3. The process of successfully implementing has 5 steps as follows: 1. Preparation. 2. Data collection 3. Evaluation 4. Summary of evaluation results 5. Notification of evaluation results.</p> 2024-12-27T00:00:00+07:00 Copyright (c) 2024 Journal of Arts Management