Arts of Management Journal

Chef’s Table Experience as a Soft-Power and Nation-Brand Mechanism in MICE Marketing: A PLS-SEM Test of an Integrated Five-Layer Model in Thailand

2026-06-04T13:22:03+07:00

Although the experience-economy, soft-power, and nation-branding literatures each address gastronomic destination experiences, they have remained largely parallel, leaving unspecified how an on-site dining experience translates into perceived national competitive advantage. This study examined (1) the influence of four exogenous 4E experience dimensions (entertainment, education, escapism, aesthetics) on five cultural-value mediators (authenticity, storytelling, localness, participation, memorability) within the Chef's Table experience; (2) how these mediators transmit effects to soft-power perception, nation-brand perception, national image, and trust-and-affect among MICE delegates in Thailand; and (3) the variance in perceived national competitive advantage explained by the integrated five-layer model and its out-of-sample predictive performance. A purposive sample of 200 MICE delegates attending Chef's Table programs in Bangkok, Chiang Mai, Pattaya, and Phuket during the 2024–2025 cycle, screened for firsthand attendance, completed a 57-item reflective questionnaire measuring 14 latent constructs on a 5-point Likert scale. Data were analyzed using PLS-SEM in SmartPLS 4. All eight paths from 4E antecedents to cultural-value mediators were supported, with education and escapism dominant, channeled through localness and participatory co-creation, respectively. All eleven paths from cultural value through soft-power and nation-brand perception into national image and trust-and-affect were supported, with participation the strongest antecedent of nation-brand perception and trust-and-affect the most strongly predicted construct. The integrated five-layer model explained 56.7% of the variance in perceived national competitive advantage and demonstrated robust out-of-sample predictive performance. The findings supply soft-power theory with its long-missing microfoundation, provide Thai DMOs with a sequenced lever map for evidence-based gastrodiplomatic investment, and integrate three previously parallel literatures into a single, predictively valid mechanism linking individual gastronomic experience to national competitive advantage.

Multidimensional Organizational Justice and Turnover Intention among Teachers in Higher Vocational Colleges in Jiangsu Province: The Mediating Role of Job Burnout

2026-07-07T15:43:55+07:00

This study examined the relationships between four dimensions of organizational justice—distributive, procedural, interpersonal, and informational justice—and turnover intention among teachers in higher vocational colleges in Jiangsu Province, China, with particular attention to the mediating role of job burnout. A cross-sectional quantitative survey was conducted using a proportionate stratified sampling strategy at the institutional level. Data collection commenced on December 15, 2025, and continued for two months. A structured self-report questionnaire was administered to the target population, yielding 438 valid responses. Structural equation modeling and bootstrap analysis were used to examine the direct and indirect relationships among the study variables. The structural model demonstrated an acceptable fit to the data (χ²/df = 1.906, RMSEA = .045, and CFI = .961). Distributive justice (β = −.231, p < .001), procedural justice (β = −.287, p < .001), interpersonal justice (β = −.158, p = .006), and informational justice (β = −.149, p = .010) were significantly and negatively related to job burnout, while job burnout was significantly and positively related to turnover intention (β = .571, p < .001). Distributive justice also showed a significant direct negative relationship with turnover intention (β = −.182, p = .002), whereas the direct relationships involving procedural, interpersonal, and informational justice were not statistically significant. Bootstrap analysis indicated significant indirect relationships between all four justice dimensions and turnover intention through job burnout, with indirect effects ranging from −.085 to −.164 and 95% confidence intervals excluding zero. These findings reveal differentiated pathways linking organizational justice to turnover intention: distributive justice is related to turnover intention through both direct and indirect pathways, whereas procedural, interpersonal, and informational justice are related to turnover intention primarily through job burnout. The results highlight the importance of fair organizational practices and teacher burnout prevention in strengthening teacher retention in higher vocational education.

Environmental Risk Perception and Tourist Behavioral Intentions Under PM2.5 Pollution: A Mixed-Methods Investigation in Coastal Thailand

2026-06-04T13:25:44+07:00

This study examines how fine particulate matter (PM2.5) air pollution shapes environmental risk perception (ERP) and tourist behavioral intentions at Bangsaen, a popular coastal destination in Chonburi Province, Thailand. Utilizing Protection Motivation Theory (PMT) as a guiding framework, a convergent mixed-methods design integrated qualitative semi-structured interviews with 36 tourists and a quantitative structured questionnaire administered to 123 visitors during January–February 2026. The study focused primarily on the threat-appraisal pathway, conceptualizing ERP as an intervening cognitive appraisal proxy rather than direct protection motivation, while coping appraisal was examined qualitatively and via exploratory single-item correlation. The study yielded three principal findings: (1) tourists exhibited moderate-to-high overall ERP (M = 3.89, SD = 0.77), which was positively associated with all seven behavioral dimensions, showing the strongest association with destination selection sensitivity (r = .676, p < .001); (2) adaptive coping responses dominated (78%), driven by high qualitative self-efficacy and the availability of indoor substitution activities, while trip cancellation intentions were less prevalent (22%); and (3) ERP levels differed significantly across subgroups, with older, female, and non-Asian international visitors exhibiting greater risk sensitivity, suggesting that threat appraisals are influenced by experiential familiarity. Critically, while the findings offer valuable segmented communication strategies for coastal destination managers, the study's academic value is bounded by a youth-skewed convenience sample, a cross-sectional design that prevents causal inference, and a single-item quantitative measure of response efficacy. These methodological constraints highlight the necessity for future longitudinal research with representative probability sampling.

Factors Influencing Public Sector Career Intention among Undergraduate Students: Evidence from a public University in Shandong province, China

2026-08-02T09:44:26+07:00

This study examined public-sector career intentions among undergraduate students in China. It aimed to: (1) study students’ attitudes toward public-sector employment, subjective norms, job security and welfare considerations, and public-sector career intentions; and (2) analyze the influence of attitudes, subjective norms, and job security and welfare considerations on public sector career intentions. A survey was conducted with 381 students at Shandong Agricultural University using proportionate quotas across five disciplinary groups. Data were collected through a questionnaire measured on a five-point Likert scale. The instrument had a 0.96 Index of Item–Objective Congruence (IOC) from three experts. A pilot test involving 30 students produced Cronbach’s alpha coefficients ranging from 0.935 to 0.959. Data were analyzed using descriptive statistics, Pearson’s correlation, and multiple regression. All four constructs were rated at high levels, with job security and welfare considerations receiving the highest mean score (x̄ = 4.09). Career intention was positively correlated with attitude (r = 0.548), subjective norm (r = 0.496), and job security and welfare considerations (r = 0.463). The regression model was statistically significant and explained 39.4% of the variance in career intention. Attitude was the strongest predictor (β = 0.336), followed by subjective norm (β = 0.264), while job security and welfare considerations also contributed significantly (β = 0.170). Therefore, universities and public-sector organizations should promote positive perceptions of public service, strengthen career guidance and social support, and clearly communicate employment security and welfare benefits.

The Influence of Salesperson Attributes and Perceived Service Quality on Customer Attitudes and Service Intentions in the Banking Sector

2026-07-07T15:48:12+07:00

This study investigates the joint influence of salesperson attributes and perceived service quality on customer attitudes and service intentions in a commercial banking context, and examines the mediating role of customer attitude within a three-layer structural model informed by the Theory of Planned Behavior (TPB; Ajzen, 1991)—operationalizing its attitudinal component only—and by the SERVQUAL framework (Parasuraman, Zeithaml, & Berry, 1988). Design/methodology/approach: Data were collected from 391 customers of a commercial bank operating across five provinces in Thailand's lower central region, stratified equally across loan, wealth-management, and basic-service segments. Partial least squares structural equation modeling (PLS-SEM) was conducted in SmartPLS 4.0 (Ringle, Wende, & Becker, 2022) with 5,000-subsample bias-corrected bootstrapping (Chin, 1998). Findings: Four of five directional hypotheses were supported. Salesperson attributes positively influenced customer attitude (β = .392, t = 8.412, p < .001, f² = .289) but exerted no significant direct effect on service intention (H2 not supported). Perceived service quality positively influenced both customer attitude (β = .315, t = 6.843, p < .001, f² = .251) and service intention (β = .373, t = 8.125, p < .001, f² = .295). Customer attitude emerged as the dominant path in the model (β = .441, t = 9.723, p < .001, f² = .313). Mediation analysis revealed a differential pattern: attitude fully mediated the salesperson attributes–service intention pathway (indirect β = .173, 95% CI [.112, .243]), while only partially mediating the perceived service quality–service intention pathway (indirect β = .139, 95% CI [.085, .201]; direct β = .373; total β = .512). Research limitations/implications: The measurement model exhibits significant discriminant validity limitations, including an HTMT ratio of 1.026 between the two antecedent constructs, which renders causal inferences provisional. The sample derives from a single bank in one Thai region and skews toward high-income, middle-aged business owners. All findings should therefore be treated as preliminary. Originality/value: The study's most robustly supported contribution is a measurement one: in this premium Thai banking context, interpersonal salesperson attributes and technical service quality could not be empirically separated (HTMT = 1.026), indicating that customers may evaluate both as facets of a single service-encounter quality. Conditional on that boundary, the data are consistent with a differential mediation pattern in which interpersonal attributes reach behavioral intention only through attitude while service quality also operates directly—a pattern requiring replication with a re-specified instrument before it can be treated as an established finding.

REBORNS Model: A Constructivist Grounded Theory of Community Market Transformation Through Trade Fair and Creative Economy Integration

2026-06-07T14:39:22+07:00

Traditional Thai community markets possess distinctive cultural and ecological assets yet consistently fail to convert them into competitive value under intensifying modern retail and digital-commerce pressures. This study pursued three objectives: to examine the structural obstacles constraining these markets; to construct a grounded theory integrating trade fair operational discipline and creative economy principles as a transformation mechanism; and to develop the REBORNS Model, extending the Natural Resource-Based View to informal market contexts. Adopting a Constructivist Grounded Theory approach, data were generated from 30 key informants across three groups (trade fair and event specialists, community vendors, and consumers) through four methods: in-depth interviews, focus group discussions, participant observation, and documentary analysis, with interviews structured around engagement history, structural challenges, and development pathways. Data were analysed through three-level coding with constant comparison until theoretical saturation. Three findings emerged in line with the objectives. First, competitive vulnerability stems not from an absence of assets but from systemic deficits in value communication and management capacity that render embedded assets competitively invisible. Second, integrating trade fair discipline with creative economy principles provides a replicable pathway from transactional selling to experiential commerce. Third, these patterns culminate in the REBORNS Model, the study's principal contribution to knowledge: a seven-dimension framework comprising Resource-Embedded Cultural Identity, Ecological Place Embeddedness, Business-Fair Vendor Readiness, Organic Community Social Capital, Regenerative Ecological Stock, New-market Organisational Readiness, and Self-Management Capability, the last functioning as a cross-cutting moderator governing the remaining six. The model offers actionable guidance for policymakers, market operators, and community development practitioners seeking to elevate traditional markets sustainably.

Influencer Marketing Effectiveness Across Generations: Effects on Brand Trust and Customer Engagement in Thailand

2026-07-09T10:09:43+07:00

Influencer marketing is now a dominant force in digital commerce. Yet how its effectiveness differs across generational cohorts in emerging markets remains poorly understood. This study builds on Parasocial Interaction Theory (PSI), Source Credibility Theory (SCT), and the Theory of Reasoned Action (TRA) to examine how influencer marketing effectiveness (IME) relates to brand trust (BT) and customer engagement (CE). It tests generational cohort (Gen Z, Millennials, and Gen X) and platform context (TikTok Shop versus Instagram Shop) as structural moderators of both pathways, using data from 450 Thai digital consumers collected via stratified purposive sampling and analyzed with covariance-based structural equation modeling (CB-SEM), including multi-group and platform-subgroup comparisons.

IME was positively associated with both BT and CE. CE emerged as the stronger proximal outcome. Both pathways were moderated by generational cohort: the association was strongest for Gen Z and weakest for Gen X. Platform context added a further layer of differentiation. TikTok Shop showed a stronger IME-to-CE link for Gen Z, and Instagram Shop showed a stronger IME-to-BT link for Millennials. Because the design was cross-sectional, these results should be read as associations, not causal effects. The findings extend PSI and SCT into cross-generational, platform-differentiated social-commerce settings, and point to practical ways of tailoring influencer selection and platform strategy by generational cohort in emerging markets.

Preliminary Effects of a Structured Group Sports Games Program on Psychological Resilience Among Primary School Students

2026-07-07T14:59:37+07:00

Psychological resilience is important for children’s mental health, school adaptation, and positive development, especially during the transition period of late primary school. Globally, approximately one in seven adolescents aged 10–19 experiences a mental health condition, and schools are important settings for socio-emotional learning and psychological well-being (World Health Organization, 2025). This study examined the preliminary effects of a structured group sports games program on psychological resilience among Grade 6 primary school students. A small-scale pretest–posttest control-group school-based intervention design was used. After school permission and consent procedures, 300 Grade 6 students from Cheng Shuren Primary School of Chongqing University completed screening. The 30 students with the lowest total psychological resilience scores were selected and randomly assigned to an experimental group (n = 15) and a control group (n = 15). The experimental group participated in a 5-week program consisting of 10 sessions, twice per week, approximately 40 minutes per session. The control group continued usual school activities and regular physical education classes but did not receive the structured program. Psychological resilience was measured using a 20-item scale adapted with reference to Hu and Gan, covering goal focus, interpersonal support, emotional regulation, and positive cognition. Reliability was acceptable to good, with an overall Cronbach’s alpha of .91. Descriptive statistics, t-tests, effect sizes, 95% confidence intervals, and SPSS mixed-design ANOVA were used. The experimental group showed higher post-test mean scores in overall psychological resilience and all four dimensions; post-test group differences were statistically significant for total resilience, goal focus, and interpersonal support. Mixed-design ANOVA further indicated significant group × time effects for total resilience and all four dimensions. However, because the study used a small sample from one school and a short intervention period, the findings should be interpreted cautiously and verified in larger studies.

Negotiated Creative Agency in AI-Assisted Music Production: A Grounded Theory Study of Independent Musicians

2026-07-02T16:19:36+07:00

This study addressed the unresolved problem of how independent musicians preserve, redistribute, and legitimate creative agency when generative artificial intelligence can produce musically coherent lyrics, melodies, vocals, arrangements, and complete songs. It pursued three objectives: (1) to examine how independent musicians engage with AI tools in music-production workflows; (2) to explain how AI-assisted production reshapes their perceptions of creativity, creative control, and authorship; and (3) to develop a grounded theoretical model of how creative agency and authorship are negotiated across different forms of AI-assisted production. A qualitative grounded-theory design was used with 30 independent musicians selected through purposive and theoretical sampling. Data were generated through semi-structured interviews lasting approximately 45–60 minutes and analyzed through constant comparison, open coding, axial coding, selective coding, and analytic memo writing. The results found that: (1) musicians primarily used AI to accelerate ideation, overcome creative blocks, test genres, and produce rapid drafts, but meaningful use required repeated prompting, selection, editing, and recombination; (2) technical quality alone did not establish creativity or authorship, because participants distinguished outputs that merely “sounded good” from those that “sounded like me,” making aesthetic evaluation, identity alignment, control restoration, and contribution assessment central to the process; and (3) negotiated creative agency emerged as the core category, producing four modes—tool-assisted creation, human-led co-creation, hybrid authorship, and AI-dominant production. The study extends distributed-agency and human–AI co-creation research by showing that agency is not simply shared; it is recursively evaluated, reclaimed, surrendered, and legitimated.

An Instruction to Enhance and Cultivate Professional Identity and Design Thinking for Preschool Education Major Students based on Collaborative Learning and Outcome-based Education

2026-05-30T13:40:34+07:00

With the continuous reform of preschool education and the increasing demand for high-quality preschool teachers, the cultivation of professional identity and design thinking has become an essential task in the training of preschool education major students. This study constructed and implemented an instructional model based on collaborative learning and outcome-based education (OBE) to enhance students' professional cognition, professional commitment, and innovative activity design capability. A mixed-methods design was adopted. The study involved 80 preschool education major students from a university in southern China, including 40 students in the experimental group and 40 students in the control group. The experimental group received the collaborative learning and OBE-based instructional intervention, whereas the control group received traditional instruction. Data were collected through literature analysis, questionnaire surveys, teaching practice, professional identity measurement, design thinking evaluation, and classroom observation. The results showed that the experimental group achieved substantial improvement in professional identity and design thinking ability after one semester of teaching practice. The findings indicate that the integration of collaborative learning and OBE can strengthen students' professional understanding, promote the connection between theoretical knowledge and practical application, and support curriculum reform in preschool education programs.

An Instructional Activity Based on Task-Driven Teaching and Cooperative Learning to Improve the Autonomous Learning Ability and Problem-Solving Ability of Higher Vocational College Students

2026-06-04T09:36:52+07:00

Against the backdrop of comprehensive digital transformation of industries in China, higher vocational education faces new requirements for cultivating students’ autonomous learning ability and on-the-job problem-solving competence. The traditional lecture-based teaching model can no longer meet the talent demands of digital workplaces. This study integrates task-driven teaching and cooperative learning, and conducts a 16-week quasi-experiment on two parallel classes from a higher vocational college. Two mature psychometric scales are adopted as research instruments, combined with quantitative statistics and classroom observation for comprehensive analysis to explore the effects of the integrated teaching model on students’ core competencies. The results show that after instructional intervention, students in the experimental class obtain significantly higher scores in all dimensions of autonomous learning ability and problem-solving ability than those in the control class (P<0.05), and intra-group pre-test and post-test differences are extremely significant. Two-way repeated-measures ANOVA verifies a significant interaction effect between teaching mode and test time, proving that the integrated teaching combining task-driven teaching and cooperative learning possesses long-term educational value. This study clarifies the implementation path, functional mechanism and application boundaries of the integrated teaching model, and provides empirical evidence and practical references for classroom teaching reform and curriculum optimization in higher vocational colleges.

The Influence of Artificial Intelligence Literacy on Employee Adaptability and Job Performance in the Digital Era

2026-06-11T10:10:27+07:00

This research aimed to study the influence of artificial intelligence literacy on employee adaptability and job performance in the digital age. The sample consisted of 400 employees from private-sector businesses in Thailand, selected through a multi-stage sampling procedure. The research instrument was a questionnaire. The statistical methods used for data analysis included descriptive statistics and structural equation modeling (SEM).

The research findings showed that the sample group had high levels of artificial intelligence literacy (AI literacy), adaptability, and job performance. Hypothesis testing using SEM revealed that AI literacy had a statistically significant positive direct influence on employees’ adaptability (β = 0.54, p < 0.001) and job performance (β = 0.35, p < 0.001). Furthermore, employees’ adaptability also positively influenced job performance (β = 0.42, p < 0.001), and the analysis confirmed that it partially mediated the relationship between AI literacy and job performance (β = 0.227, p < 0.001).

The findings from this study support the Job Demands-Resources (JD-R) theory, indicating that AI literacy is a crucial personal resource that enables employees to adapt to technological challenges and improve job performance. Organizations should therefore prioritize developing comprehensive AI literacy training programs covering application, assessment, and ethics, alongside fostering a corporate culture that promotes resilience and adaptability.

Service Marketing Mix Factors Influencing Generation Y Passengers’ Decisions to Use Low-Cost Airlines in Thailand

2026-07-10T12:09:45+07:00

This research sought to: (1) investigate Generation Y passengers' perceptions of the service marketing mix and their choices regarding low-cost airlines; (2) assess service usage decisions in relation to demographic factors; and (3) evaluate the impact of the service marketing mix on Generation Y's decisions to utilize low-cost airlines in Thailand. This research utilized a quantitative methodology. The cohort comprised 400 Generation Y travelers who had formerly utilized budget airlines. Participants were chosen through a combination of purposive sampling and quota sampling to guarantee representation from Thai AirAsia, Nok Air, Thai Lion Air, and Thai VietJet Air. The data were examined employing descriptive statistics, independent-samples t-tests, one-way ANOVA, and multiple regression analysis. The results indicated that participants expressed the most favorable perceptions concerning the service marketing mix (M = 4.60, SD = 0.39) and their choice to utilize low-cost airlines (M = 4.64, SD = 0.45). Gender, profession, and mean monthly earnings markedly affected passengers' choices regarding service utilization at the .05 significance level, while age and educational attainment exhibited no notable disparities. Additionally, the service marketing mix accounted for 68.9% of the variability in passengers' choices to utilize low-cost airlines (Adjusted R² = .689). The primary determinants were the service process and physical evidence (β = .310), succeeded by marketing promotion (β = .257) and pricing (β = .147). The results suggest that the choices of Generation Y travelers to utilize budget airlines are influenced not only by cost but also by a comprehensive assessment of experiential value, which includes service procedures, tangible elements, promotional marketing, and pricing. These results enhance the understanding of service marketing in the low-cost airline sector and offer actionable insights for formulating marketing strategies that cater to the preferences and demands of Generation Y travelers.

The Influence of Auditing Potential on the Performance of Tax Auditors

2026-07-08T10:56:39+07:00

This article aimed to: 1) examine the auditing potential of tax auditors, 2) investigate the work performance of tax auditors, and 3) study the influence of auditing potential on the work performance of tax auditors. The study employed a quantitative research approach, in which questionnaires were utilized as the primary instrument for data collection. The data were collected from 367 tax auditors, with the sample size determined using Yamane’s formula. Statistical methods used for data analysis consisted of percentage, mean, standard deviation, Pearson’s correlation coefficient, and multiple regression analysis in order to examine the relationships and influences among the study variables. The research findings revealed that: 1) tax auditors expressed their opinions toward all dimensions of auditing potential at the highest level. When ranked from the highest to the lowest mean scores, the dimensions were professional ethics, communication skills, professional values, professional skills, and professional knowledge, respectively; 2) tax auditors’ opinions regarding overall work performance were also at the highest level; and 3) auditing competency in the dimensions of professional skills, professional values, professional ethics, and communication skills had a statistically significant positive influence on the work performance of tax auditors. In contrast, professional knowledge showed no statistically significant influence on the work performance of tax auditors. The findings of this study may serve as useful guidelines for enhancing the auditing competency of tax auditors in order to improve work performance efficiency, as well as to strengthen the credibility and acceptance of the accounting profession among stakeholders in the future.

The Influence of Supply Chain Integration and Organizational Resilience as Mediating Mechanisms Linking Entrepreneurial Orientation to Sustainable Business Performance among Road Freight Logistics Entrepreneurs in the Bangkok Metropolitan Area

2026-07-09T11:24:38+07:00

This mixed-methods research aimed to: 1) examine the levels of Entrepreneurial Orientation, Supply Chain Integration, Organizational Resilience, and Sustainable Business Performance in road freight logistics businesses in the Bangkok Metropolitan Area; 2) investigate the influence of Entrepreneurial Orientation, Supply Chain Integration, and Organizational Resilience on the Sustainable Business Performance of road freight logistics businesses in the Bangkok Metropolitan Area; and 3) develop a model to promote the sustainable business performance of road freight logistics businesses in the Bangkok Metropolitan Area. In the quantitative research, the sample consisted of 260 road freight logistics entrepreneurs in the Bangkok Metropolitan Area, selected through Stratified Simple Random Sampling. The research instrument was a 5-point Likert scale questionnaire, and the data were analyzed using descriptive statistics and Covariance-based SEM. In the qualitative research, the target group consisted of 15 experts, with data collected through in-depth interviews and analyzed using content analysis techniques. The findings revealed that: 1) Entrepreneurial orientation, supply chain integration, and organizational resilience were found to be at the highest level (Mean = 4.59, 4.62, and 4.58, respectively), while sustainable business performance was at a high level (Mean = 4.45); 2) Entrepreneurial Orientation, Supply Chain Integration, and Organizational Resilience together explained 87% of the variance in the Sustainable Business Performance of road freight logistics businesses in the Bangkok Metropolitan Area; and 3) The IPO Model (Input-Process-Output Model) for promoting sustainable business performance among road freight logistics entrepreneurs consists of three components: operational resources, operational processes, and outputs.

Development and Enhancement of the Art and Cultural Identity of Temples in Song Khanong Subdistrict, Phra Pradaeng District, Samut Prakan Province

2026-08-07T11:32:03+07:00

This qualitative research aimed to: 1) study the historical background of temples in the area; 2) examine the moral cultivation provided by monks to the community; and 3) investigate the roles and participation of monks in community development within Song Khanong Subdistrict, Phra Pradaeng District, Samut Prakan Province. Data were collected through documentary research, area observations, and interviews with community leaders and abbots. The target areas were purposively selected, comprising three temples: Wat Khan Lat, Wat Chak Daeng, and Wat Pa Ket. The findings showed that: (1) the three temples possessed distinct but complementary identities—Wat Khan Lat represented Mon cultural heritage, Wat Chak Daeng functioned as a Buddhist learning center, and Wat Pa Ket embodied the value of a registered ancient monument and its associated arts; (2) monks cultivated morality through Dhamma instruction, observance of the Five Precepts, morality camps, and ordination programs linked to community life; and (3) monks contributed to five dimensions of community development: culture and tradition, education and livelihoods, public welfare, solidarity and gratitude, and communication for contemporary society. The findings were synthesized into a “temple-based identity–morality–participation model.” The model explains how temples mobilize cultural capital, foster moral learning, and coordinate households, temples, and communities so that cultural conservation and quality-of-life development proceed together.

Guidelines for Academic Administration through the Promotion of Professional Learning Communities to Enhance Educational Quality of Educational Institutions under Primary Educational Service Area Offices, Educational Inspection Region 9

2026-06-26T09:40:25+07:00

This research article aimed to: 1) investigate the problems of academic administration through promoting Professional Learning Communities (PLC) to enhance the educational quality of educational institutions under the Primary Educational Service Area Offices, Inspection Region 9; and 2) develop guidelines for academic administration through promoting Professional Learning Communities to enhance the educational quality of educational institutions under the Primary Educational Service Area Offices, Inspection Region 9.The study was conducted in two phases. Phase 1 investigated the existing problems using a sample of 385 teachers. Phase 2 focused on developing the guidelines by collecting information from seven experts, constructing the guidelines, and validating their quality with another panel of seven experts. The research instruments included a questionnaire, a structured interview form, a data synthesis form, and an evaluation form assessing propriety, feasibility, and utility. The data were analyzed using frequency, percentage, mean, and standard deviation. The findings revealed that: (1) the overall problems of academic administration through promoting Professional Learning Communities to enhance the educational quality of educational institutions were at a high level (x̅ = 4.05, S.D. = 0.35) (2) The developed guidelines comprised seven areas with a total of 35 guidelines. The overall evaluation indicated that the guidelines were rated at the highest level in terms of propriety (x̅ = 4.62, S.D. = 0.58) feasibility (x̅ = 4.55, S.D. = 0.57) and utility (x̅ = 4.74, S.D. = 0.48) The new body of knowledge derived from this study is the 7A-PLC (The 7 Academic Areas through Professional Learning Community), an operational framework that systematically and effectively promotes educational quality development in educational institutions.

A Synthesis of Strategic Approaches to Enhancing Sustainable Revenue and Profitability of Small and Medium-Sized Accommodation Businesses in Bangkok and Its Metropolitan Area

2026-06-09T10:04:49+07:00

This study aimed to analyze and synthesize strategic approaches to enhancing the sustainable revenue and profitability of small and medium-sized accommodation businesses in Bangkok and its metropolitan area. A qualitative research design was employed. Data were collected through in-depth interviews with nine key informants: three accommodation business owners or executives, three tourism and hospitality scholars, and three representatives of government agencies or related organizations. The informants were selected through purposive sampling. The research instrument was a semi-structured interview guide, which was evaluated for content validity by five experts and achieved an Index of Item-Objective Congruence of 1.00. The data were analyzed using qualitative content analysis, thematic categorization, and strategic synthesis. Trustworthiness was established through data triangulation, member checking, and an audit trail. The findings were synthesized into the 5C Strategic Revenue and Profitability Model, comprising: 1) Customer Insight, which uses customer data to support market segmentation, pricing, and offer design; 2) Communication for Branding, which communicates differentiated value and reduces reliance on price competition; 3) Customer Experience and Relationship Management, which promotes repeat patronage and word-of-mouth recommendations; 4) Cost Control, which protects profit margins without compromising service quality; and 5) Collaborative Networking, which expands markets, enhances supplementary services, and reduces resource constraints. The 5C Model demonstrates that sustainable revenue and profitability require the systematic integration of customer information, branding and customer experience, cost efficiency, and strategic partnerships. The model can serve as a strategic planning framework for accommodation entrepreneurs and as a foundation for future empirical testing.

Factors Influencing Repeat Visits to the Thai Song Dam Learning Center Phai Rop Subdistrict, Pho Prathap Chang District, Phichit Province

2026-06-17T10:41:29+07:00

This research aims to study two main issues: 1) demographic factors of tourists at the Thai Song Dam Learning Center and 2) to examine factors influencing repeat visits to the Thai Song Dam Learning Center. This is a quantitative research study using a sample of 400 Thai tourists selected using a purposive sampling method. The research instrument was a questionnaire with an average Index of Content Validity (IOC) of 0.94 and a reliability alpha of 0.96. Data was analyzed using descriptive statistics, t-test, One-way ANOVA, and multiple regression analysis. The research findings revealed that 1) demographic factors, including gender, age, and education level, 1) There was no statistically significant difference (p > .05) in the variance of intention to return for repeat visits, reflecting the universal value of cultural heritage. 2) The five management factors collectively predicted 58.4% (R² = .584) of the variance, with statistical significance at the .05 level (F = 110.450, p < .001). Personnel had the strongest positive predictive influence (β = 0.385), followed by management. Budget was the only factor that did not significantly affect the intention to return for repeat visits. In conclusion, the potential of personnel as cultural interpreters and strong community management are the main factors that create a positive impression leading to repeat tourism, more so than budgetary support.

Logistics Service Quality Factors Affecting Consumers’ Decision to Use PunThai Coffee Services in Phra Nakhon Si Ayutthaya Province

2026-06-18T09:21:56+07:00

This article aimed to: (1) examine consumers' opinions toward logistics service quality and service usage decision, and (2) investigate the factors of logistics service quality affecting the service usage decision of PunThai Coffee customers in Phra Nakhon Si Ayutthaya Province. The study sought to extend knowledge on the application of the Logistics Service Quality (LSQ) concept in the context of PunThai Coffee shops. This research employed a quantitative approach. The sample consisted of 400 consumers who had previously used PunThai Coffee services in Phra Nakhon Si Ayutthaya Province, selected through convenience sampling. Data were collected using a structured questionnaire and analyzed using descriptive statistics, Pearson's correlation coefficient, and Enter multiple regression analysis. The findings revealed that: (1) consumers' opinions toward logistics service quality and service usage decision were at a high level, with customer responsiveness receiving the highest mean score; and (2) logistics service quality factors jointly explained 58.10% of the variance in service usage decision (R² = 0.581, Adjusted R² = 0.573). The significant factors influencing service usage decision were service accuracy, service accessibility, service credibility, information communication, and customer responsiveness, whereas timeliness and the physical environment had no statistically significant effects. The findings suggest that consumers place greater importance on service process quality than on the physical environment. Therefore, coffee shop operators should prioritize improving service accuracy, followed by service accessibility, service credibility, information communication, and customer responsiveness to enhance service quality and strengthen competitive advantage.

Khlong Thom Saline Hot Spring Participatory Sustainable Tourism Management

2026-06-11T10:51:44+07:00

This research aimed to (1) examine the conditions of health tourism resources in the case of the Khlong Thom Salt Hot Spring, Krabi Province (2) investigate participatory management for sustainable tourism and (3) explore guidelines for sustainable management. The study employed a qualitative approach, collecting data through in-depth interviews with 15 key informants from the government, private sector, and local community. Purposive sampling was applied, and data were analyzed using content analysis. The findings revealed that in terms of resource conditions, the Khlong Thom Salt Hot Spring possesses high potential for development as a health tourism destination due to its unique natural resources associated with therapeutic benefits, as well as its role in generating community income, although further improvements in facilities remain necessary. The government plays a role in ensuring safety standards, while the private sector supports service quality, community training, and integrated marketing with the local community. Regarding management, the community participates by establishing management committees, enforcing regulations, and training local guides. Meanwhile, the government and private sector focus on developing hot spring routes connected with other tourist attractions, promoting health tourism marketing, and creating collaborative platforms. In terms of participation, the community plays an active role with clearly defined responsibilities and receives support from the government in terms of knowledge and funding. However, certain decision-making processes remain government-centered, and benefit-sharing has not yet been fully equitable.

Factors Influencing the Decision to Cultivate Pineapples among Farmers in Mueang Chiang Rai District, Chiang Rai Province

2026-07-07T13:54:29+07:00

This study aimed to: (1) examine the socioeconomic characteristics of farmers in Mueang Chiang Rai District, Chiang Rai Province; and (2) investigate the factors influencing farmers’ decisions to cultivate pineapple. A quantitative research approach was employed, and data were collected using a structured questionnaire. The sample consisted of 400 farmers, including both pineapple growers and non-growers, selected using convenience sampling. Data were analyzed using descriptive statistics, Chi-square tests, Independent Samples t-tests, and logistic regression analysis. The results of the study on the socioeconomic characteristics of farmers indicated that both pineapple growers and non-growers were predominantly male and had completed primary education. Pineapple growers had an average household size of 4.12 members, an average cultivation experience of 9.20 years, and an average cultivated area of 10.53 rai, with most marketing their produce through middlemen. In contrast, non-growers had an average household size of 3.44 members, primarily cultivated rice, and had an average cultivated area of 9.44 rai. Most farmers in both groups owned their land, possessed legal land ownership documents, were not members of any groups, and had not participated in training programs related to pineapple cultivation. Regarding the factors influencing farmers’ decisions to cultivate pineapple, the findings revealed that gender, age, household size, socioeconomic factors, production technique factors, production technology and innovation factors, and government support factors were significant determinants. Specifically, gender, age, and government support factors negatively influenced farmers’ decisions to cultivate pineapple, whereas the remaining factors had positive effects. Conversely, cultivated area, marketing factors, and production support factors did not significantly affect farmers’ decisions to cultivate pineapple.

The Influence of Service Quality on Satisfaction and Revisit Intention toward Tour Businesses among Generation C Tourists in Songkhla Province

2026-06-11T09:25:11+07:00

This article aimed to examine the effects of service quality on customer satisfaction and revisit intention among GEN C tourists in Songkhla Province, as well as the effect of customer satisfaction on revisit intention. A quantitative research approach was employed. Data were collected through questionnaires from 400 GEN C tourists in Songkhla Province using purposive sampling. The data were analyzed using percentage, mean, standard deviation, Pearson’s correlation coefficient, and multiple regression analysis. The findings indicated that (1) the service quality dimensions of tangibles, responsiveness, assurance, and empathy had significant positive effects on customer satisfaction; (2) tangibles, reliability, responsiveness, assurance, and empathy had significant positive effects on revisit intention; and (3) customer satisfaction had a significant positive effect on revisit intention. These findings suggest that service quality plays a critical role in enhancing customer satisfaction and encouraging revisit intention among GEN C tourists. Therefore, tour operators should continuously enhance service quality to improve customer satisfaction and strengthen long-term customer loyalty.

Development of Co-Branding Marketing Strategies for Organic Rice Products of Ban Chok Muang Community Enterprise, Kham Yai Subdistrict, Ubon Ratchathani Province

2026-07-07T15:42:52+07:00

This article aimed to (1) examine co-branding marketing factors; (2) analyze the influence of co-branding marketing factors on consumers’ acceptance of co-branding; (3) investigate the effects of co-branding acceptance on marketing outcomes; and (4) develop co-branding marketing guidelines for Ban Chok Muang organic rice products in Ubon Ratchathani Province. This study adopted an exploratory mixed-methods research design. The qualitative data were obtained from 25 key informants, consisting of 15 community enterprise members and 10 marketing partners, who were selected using purposive sampling. The quantitative data were collected from 150 organic rice consumers through convenience sampling, combined with respondent screening criteria to ensure that participants possessed the relevant qualifications for completing the questionnaire. The research instruments included a questionnaire, an in-depth interview form, and focus group discussion guidelines. The data were analyzed using frequency, percentage, mean, standard deviation, correlation analysis, multiple regression analysis, and content analysis. The research results were found as follows; 1. Overall, the co-branding marketing factors were rated at a high level, with perceived value receiving the highest mean score. 2. All five co-branding marketing factors significantly influenced consumers acceptance of co-branding at the .01 level and collectively explained 74.30 percent of the variance in co-branding acceptance. 3. Awareness, trust, and attitude significantly influenced purchase decision at the .01 level and collectively explained 71.60 percent of the variance in purchase decision. 4. The appropriate co-branding marketing guideline was the B-C-S-A-M Model, consisting of Brand Identity, Co-Branding Partner Selection, Shared Value Creation, Consumer Acceptance, and Marketing Outcomes. The findings of this study contribute to the body of knowledge on co-branding marketing in the context of community enterprises and can serve as practical guidelines for enhancing the value, credibility, and marketing potential of organic agricultural product

A Needs Assessment of Academic Administration to Promote Students’ Mathematical Mindsets in Schools under the Secondary Educational Service Area Office Samut Prakarn

2026-07-07T10:45:34+07:00

This research aimed to (1) study the current and desired state of academic administration in order to promote students' mathematical mindsets and (2) identify and prioritize academic administrative needs in order to promote students' mathematical mindsets. The sample consisted of 220 mathematics teachers’ schools under the Samut Prakan secondary educational service area office, by using stratified sampling method. The research instrument was a five-point Likert scale questionnaire with 41 items. Data was analyzed using mean, standard deviation, and the Modified Priority Needs Index (PNI_modified). The research results were found as follows; 1. The overall actual state of academic administration in order to promote students' mathematical mindsets was at a high level (M = 4.20, SD = .499). The desirable state was at the highest level (M= 4.53, SD = .418). 2. Upon analyzing the needs assessment, the highest needs assessment in academic administration in order to promote students' mathematical mindsets was Developing media, innovation and technology to promote mathematical mindsets (PNI_modified = 0.086).

A Study of Components and Guidelines for Monitoring and Evaluation of Student Support System Operations under Roi Et Primary Educational Service Area Office 3

2026-06-04T10:06:20+07:00

This research aimed to 1) study the components of monitoring and evaluating the student support system and 2) study the guidelines for monitoring and evaluating the student support system under the Roi Et Primary Educational Service Area Office 3. The target group consisted of 422 school administrators and teachers responsible for the student support system from 211 schools, selected using stratified random sampling and simple random sampling within each stratum. The instruments used included a component assessment form and a semi-structured interview. The statistics used were mean, frequency, percentage, standard deviation, and content analysis.

The research findings revealed that 1) the monitoring and evaluation components of the student support system consist of four elements: context, input, process, and outcome, with a total of 15 sub-components; and 2) the monitoring and evaluation guidelines should be implemented by all stakeholders, covering all four components, using a systemic approach consistent with the policies of the supervising agency. Furthermore, the components evaluated for appropriateness by five experts had an overall average score at the highest level ( =4.68, S.D.=0.47). These research findings provide important data for developing future monitoring and evaluation models.

Public Participation in Developing the Emergency Incident Reporting Network in Koh Samui District, Surat Thani Province

2026-08-21T10:12:35+07:00

This research aimed to 1) study the level of public participation in the development of the emergency incident reporting network in Koh Samui district, Surat Thani province 2) analyze the problems and obstacles of public participation in the development of the emergency incident reporting network in Koh Samui district, Surat Thani province and 3) propose guidelines for promoting public participation in the development of the emergency incident reporting network in Koh Samui district, Surat Thani province. The research method was mixed-methods research. Quantitative research collected data using questionnaires from the target population of 400 people. The statistics used for analysis were percentage, mean, frequency, and standard deviation. Qualitative research collected data using in-depth interviews with 5 key informants. The research results showed that 1. Public participation in the development of the emergency incident reporting network was found to be at a moderate level (S.D.=4.23) 2. The problems and obstacles to public participation in the development of the emergency incident reporting network included systemic issues such as coordination, personnel, equipment, and the lack of public knowledge and understanding regarding emergency reporting procedures. 3. The proposed guidelines for promoting public participation in the development of the emergency incident reporting network consisted of raising safety standards, conducting regular field drills, enhancing the effective use of technology, providing training for officials at all levels, establishing a single-number emergency call center, reducing redundancy and increasing the speed of coordination, and managing the budget in alignment with local conditions. These measures are expected to lead to the development of an effective prototype emergency incident reporting network system in the future.

An Effective Temple Management Model in Bang Na District, Bangkok

2026-07-08T21:46:50+07:00

This research aimed to 1) study the effective management of temples in Bang Na District, Bangkok; 2) study the factors affecting effective temple management; and 3) create an effective temple management model. The research employed a mixed methods approach. Quantitative data was collected through questionnaires from a sample of 155 monks in Bang Na District, Bangkok, and analyzed using descriptive and inferential statistics. Qualitative data was collected through in-depth interviews with 20 key informants, including temple administrators and temple administrators, and analyzed using content analysis.

The research findings revealed that: 1) The overall effectiveness of temple management in Bang Na District, Bangkok, was at a high level, with a mean of (=3.97, S.D. =0.665);
2) The factors affecting effective temple management were also at a high level, with a mean of
(=4.11, S.D. =0.413); and 3) The developed effective temple management model integrated modern management principles with Buddhist doctrines and discipline, comprising systemic planning. A clear structure and roles for personnel management and staff development, effective direction and command, coordination of networks of temples, communities, and related agencies, a transparent reporting and communication system, and cost-effective and auditable budgeting are essential to enhance temple management in line with the current social context and ensure sustainability.

Digital Transformation of Information Systems and Information Technology in Procurement and Purchasing

2026-07-24T11:15:36+07:00

This academic article aimed to present the digital transformation model of information systems and information technology in procurement and purchasing, analyzing strategic frameworks that integrate various technologies to enhance supply chain capabilities.
This study employed a Systematic Literature Review (SLR) of national and international academic databases (including TCI, Scopus, and Google Scholar) from 2018 to 2025 based on clearly defined selection criteria.

The study revealed that six foundational technologies are essential for modern procurement and purchasing: Electronic Data Interchange (EDI), Barcode technology (EAN-13 standard), Radio Frequency Identification (RFID), Enterprise Resource Planning (ERP), Warehouse Management System (WMS), and Microsoft Excel. This article proposes a consolidated “Digital Procurement Transformation Model” that structures these technologies into three maturity stages: Digitization, Integration, and Intelligent Transformation. It further discusses the integration of contemporary technologies, such as Artificial Intelligence (AI) and Blockchain, to bridge existing gaps in classical literature.

Public Participation in National Security: A Case Study of Thai Cambodian Border Security and Transnational Threats

2026-06-11T10:50:46+07:00

This academic article aimed to analyze security issues along the Thai-Cambodian border and to synthesize guidelines for integrating public participation into the maintenance of national security, with a focus on transitioning from traditional security concepts toward a holistic, human-centered security framework. Utilizing documentary research, the analysis reveals that security issues along the Thai-Cambodian border are complex and multidimensional, characterized by the overlapping of territorial sovereignty disputes—such as the Preah Vihear Temple conflict—and escalating non-traditional threats, notably drug and human trafficking networks. These challenges directly impact human security and economic stability at the local level. By applying the ladder of citizen participation theory, the study indicates that effective participation requires elevating the role of citizens from being mere “informees” to becoming "partners" who actively engage in surveillance, joint planning, and collaborative problem-solving. Strategic recommendations include establishing formal border security forums, enhancing proactive information dissemination, building community capacity, and promoting cross-border people-to-people cooperation. Implementing these approaches will strengthen border communities and foster sustainable national security across all dimensions.

A Criminological Analysis and Preventive Approaches: The Risk Conditions and Crimes on Dating Applications among LGBTQ+ in Thai Society

2026-04-30T16:17:06+07:00

This academic article aims to study risk conditions, crime patterns, criminological analysis, and propose preventive measures for crimes arising from the use of dating applications among LGBTQ+ individuals. The methodology is a systematic literature review of secondary data from 2020–2024, combined with three theoretical frameworks: General Strain Theory, Social Process Theory, and Crime Prevention Through Environmental Design (CPTED). The findings identify significant risk behaviors including HIV, sex addiction, chemsex (drug use during sex), text neck syndrome from prolonged use, and digital eye strain. Crimes are categorized as child and youth sexual abuse, violence against life and property, online drug networks, covert prostitution and sexual service platforms, and crimes in public spaces. The analysis indicates that these deviant behaviors are rooted in micro-level stress, peer influence, and the absence of capable guardians in meeting places. The article proposes a four-level integrated prevention approach: individual, family, society/community, and government, to create a safe digital environment and sustainably uphold the human dignity of LGBTQ+ people in Thai society.

Primacy Of Beautiful and Good Speech (Qawlan Hasanan) in Islamic Communication Ethics

2026-07-24T09:09:04+07:00

Although Islamic communication ethics has received growing scholarly attention, relatively little work has examined Qawlan Hasanan as a comprehensive normative framework grounded in the Quranic concept of human dignity (karamah) and applicable to both interpersonal and digital communication. This article addresses that gap by examining the Quranic concept of Qawlan Hasanan (beautiful and good speech) as the foundational principle of Islamic communication ethics. The study employs qualitative textual and thematic analysis of relevant Quranic verses and Prophetic traditions (Hadith) to reconstruct the conceptual structure of Qawlan Hasanan within the broader framework of Islamic moral theology and communication ethics. The analysis systematically relates Qawlan Hasanan to other Quranic categories of ethical speech and explores its implications for interpersonal and digital communication. The study finds that Qawlan Hasanan functions as an overarching ethical category integrating truthful, gentle, respectful, honorable, and socially constructive speech into a unified communicative framework. Rather than merely prescribing polite language, it grounds communication in the intrinsic dignity (karamah) of every human being, linking moral speech with faith, moral accountability, social trust, peaceful coexistence, and responsible digital citizenship. The framework simultaneously condemns verbal abuse, ridicule, misinformation, and hate speech as violations of human dignity and social harmony. Theoretically, the article advances Islamic communication ethics by conceptualizing Qawlan Hasanan as a comprehensive dignity-centered model of ethical communication applicable to both offline and online contexts. In doing so, the paper reframes Qawlan Hasanan not as etiquette but as a dignity-grounded communicative ethics.

The Influence of Globalization on Strategic Digital Public Administration: Paradigm Shift and International Public Sector Structure

2026-07-19T18:01:15+07:00

The academic article aimed to analyze the influence of digital globalization on the paradigm shift and institutional structures of international public administration. Amidst the challenges of techno-geopolitics and transnational data fluctuations, this article synthesizes the limitations of New Public Management (NPM) and New Public Service (NPS) paradigms, which currently face severe institutional inertia. This highlights the critical necessity for a transition towards Digital Era Governance (DEG) and the integration of modern political science mechanisms with technology. Utilizing an empirical secondary literature review from international academic databases between 2023 and 2026, the findings reveal that nation-states must elevate their dynamic capabilities to deconstruct and reorganize public sector frameworks. Moving beyond hierarchical bureaucracy, governments must adopt Agile Governance—emphasizing institutional flexibility, cross-functional collaboration, and robust data-driven policy formulation processes. The findings suggest that strategic awareness in integrating artificial intelligence and digital infrastructure is a crucial institutional mechanism in maintaining digital sovereignty and ensuring the sustainability of state administration in the new global disorder.