Arts of Management Journal

Application of Artificial Intelligence in Instructional Management for Basic Education Institutions

2025-10-15T11:52:47+07:00

This academic article aims to analyze the application of artificial intelligence (AI) in teaching management in basic education institutions and synthesize an integrated conceptual framework to guide the systematic implementation of AI in the Thai context. This research is a documentary study, reviewing relevant domestic and international literature from 2020 to 2025, and analyzing case studies from five leading countries in AI education: Finland, Singapore, South Korea, China, and Thailand. The analysis reveals that the success of AI applications abroad is due to three key contributing factors: (1) a clear and consistent national policy framework (Consistent Policy Alignment), (2) a robust data infrastructure, and (3) systematic capacity building. Meanwhile, Thailand faces challenges from the Policy–Practice Gap, a lack of a connected data infrastructure, and limitations in AI literacy among educational personnel. This article presents new knowledge in the form of an Integrated AI-Based Instructional Management Model. It consists of four main components: (1) Governance & Policy; (2) Technology & Infrastructure; (3) Process & Pedagogy; and (4) Human Capacity & Culture.

Startup Business in The Digital Economy: Opportunities Challenges and Competitiveness

2026-03-05T11:28:51+07:00

This academic article aims to: 1) Examine the operational conditions of startup businesses within the highly volatile digital economy context; 2) Explore the opportunities and challenges faced by startup businesses; and 3) Identify the success factors of startup businesses, using a literature review and relevant research methodology. The findings revealed that: 1) Startup businesses increasingly tend to be AI and Big data; 2) Key opportunities supporting business operations include the use of modern technology to reduce costs, borderless online marketing, changing consumer behavior, disruptive innovation, and diverse funding sources; 3) Challenges faced by startups include competition, cyber threats, regulatory compliance costs, volatility in funding sources, and a shortage of highly skilled personnel; and 4) Success factors for enhance competitiveness include innovation, branding, and ecosystem network development. The results of this study provide valuable insights and practical guidelines for enhancing the capabilities of entrepreneurs and stakeholders in management, enabling startups to achieve sustainable growth in the digital economy.

The Competency of Accountant in Digital Era Affecting to Accounting Office Quality

2026-04-10T10:06:35+07:00

The research objectives were to 1) study the competency level of accountants in the digital era, 2) study the overall quality level of accounting firms, 3) compare the competency level of accountants in the digital era classified by personal factors of accountants in accounting firms, 4) the competencies of accountants in the digital era affect the quality of accounting firms. The sample consisted of 103 accountants who have worked in accounting firms in Phuket by using a questionnaire as a material to collect data. The used statistics were percentage, mean, standard deviation, T-test, one-way analysis of variance, multiple regression.

The research results found that: 1) the competency level of accountants in the digital era found that the overall opinions about the competencies of accountants in the digital era were at a high level. (=3.85, SD=0.31), 2) The overall quality level of accounting firms were at a high level (= 4.46, SD=0.38), 3) The accountants who work in accounting offices with different level in terms of age, education, and working experience had different competency levels with statistically significant at the .05, 4) The competencies of accountants in the digital era affect the quality of accounting firms with statistically significant at the .05 level in terms of ethics and attitude (Beta=.613), creativity and innovations in accounting (Beta=.563), data searching skills in accounting and tax related to business (Beta=.453), data communication skills for accounting and finance (Beta=.338), understanding in digital tools for securing accounting information (Beta=.284), professional knowledge skills (Beta=.072), ability to use accounting and business programs (Beta=.054), and working experience (Beta=.026), respectively

The Effectiveness of Providing New Public Services Focusing on the Use of Digital Technology and the Sustainability of Local Administrative Organizations in Chonburi Province

2026-04-10T10:04:21+07:00

The research report on the effectiveness of new public service provision focusing on the use of digital technology and sustainability of local administrative organizations in Chonburi Province has the following objectives 1) to study the level of public opinion on new public service provision focusing on the use of digital technology and sustainability 2) to study various factors that influence the provision of new public services focusing on the use of digital technology and sustainability and 3) to study the relationship between local news perception and the efficiency of public service management. This research is quantitative research. The study method is based on data collection from the sample group from the population living in Thailand, Chonburi Province, specifically the residents of Ban Suan District, Saen Suk District and Ang Sila District. The research team has found the number of samples by random sampling that is, randomly selecting the sample group from the 3 districts mentioned above, 108 people per district, totaling 324 people. The results are measured only once. The research tool is a questionnaire and a tool that uses a one-way analysis of variance (One-way ANOVA) for analysis. The statistics used in analyzing quantitative data are percentage, mean, standard deviation, one-way variance and correlation coefficient.

The results of the study found that the factors related to the organization’s objectives and goals were education, income, and occupation. Next, the factors related to communication effectiveness were education, information channels, and service capability were age, status, education, income, occupation, and information channels. Next, the factors related to civil society cooperation with local administrative organizations were age, status, education, income, occupation, and information channels. Next, the factors related to public benefits were age, education and income, occupation, and information channels. Finally, the factors related to the overall quality of life and well-being of the public were education and information channels, with a significance level of 0.05.

The Guideline for Legal Development on the Paroles of a Definitive Sentence in the Criminal Cases according to the Judgment

2026-03-29T14:56:00+07:00

This research aims to study principles, concepts, theories, and problems encountered on parole of the convict under the court judgement and to seek for a guideline on legal development on the parole for convict in the criminal cases. Research employs a qualitative approach, studying documents and comparing with the United States, Japan, the Federal Republic of Germany, and France. The study revealed that 1) upgrading the structures and function of relevant agencies to align with the rule of law 2) transferring power to the judiciary 3) strengthening the division of power and enhancing the protection of fundamental right 4) establishing clear and concrete guidelines 5) using standardized, evidence-based risk assessment tools to determine appropriate parole based on the risk of individual 6) restructuring organizations that can serve a role in checking and balancing the powers of the correctional system: especially, the court a key role in sentencing process, these would create checks and balances on the power of the correctional system, prioritizing rights and freedoms of prisoners as a primary concern.

Research has recommended that 1) monitoring and enforcing of sentence should be subjected to the supervision of the Court 2) the process of parole should be adjusted from the administration to the judiciary 3) the working group to designate the parole should be included experts in criminology, penology and representatives from the courts to enhance the review Dprocess 4) defining the offences of prisoners who are not entitled to parole and revise Corrections Act B.E 2560 (2017) Section 52 (7) to be consistent.

Legal Issues Concerning Money Laundering through Merchandise Businesses in Tourist Destinations

2026-04-02T14:47:48+07:00

This study examines the legal issues surrounding money laundering through retail businesses in tourist areas. The aim is to investigate the concept of money laundering via these businesses and the legal measures for preventing and suppressing it in both international and Thai contexts. The study utilizes relevant documents, laws, and research, analyzing and presenting the findings according to the study's objectives. The results indicate that retail businesses in tourist areas handle large amounts of cash and their transactions are difficult to trace. Although Thailand currently has the Anti-Money Laundering Act of 1999, there are limitations in regulating these businesses. They are not typically required to report transactions or are not directly regulated by anti-money laundering agencies. Consequently, they are used as a channel to channel illegal funds into financial transactions to conceal or disguise the origin of assets related to criminal activity. Therefore, to prevent and reduce the risk of these retail businesses being used for money laundering, it is deemed necessary to develop more effective regulatory mechanisms and related legal measures.

Technological Universities Resilience Model for the Next Decade

2026-04-02T09:56:31+07:00

This article aims to: 1) examine the elements of institutional resilience in technological universities within the context of emerging economies; 2) develop a model of institutional resilience for technology universities based on literature synthesis and empirical data analysis from in-depth interviews; and 3) propose policy guidelines for enhancing institutional resilience in technological universities within emerging economies. This study utilizes a mixed-methods research approach, integrating conceptual analysis with qualitative research, in the context of universities confronting rapid changes and complex uncertainties in technology, economics, society, the environment, and global competition. This is accomplished through a synthesis of literature, complemented by in-depth interviews with five administrators from three technological universities, and data analysis employing content analysis. The analysis revealed five key components: 1) Leadership and governance; 2) Organizational strategy and adaptation; 3) Digital and technological readiness; 4) Collaboration with external stakeholders and ecosystems; and 5) Sustainability management and risk management, used to validate and construct an institutional resilience model. The findings indicate that 1) the institutional resilience of technology universities is multidimensional, comprising seven interconnected dimensions; and 2) the proposed model demonstrates that institutional resilience encompasses not only the ability to recover from crises but also continuous forecasting, preparedness, adaptation, and strategic transition. This article holds considerable significance both conceptually and practically, providing a framework for policy formulation and development planning for technology universities, thereby ensuring their preparedness for future changes and the sustainable preservation of their core missions.

Upgrading the Cultural Capital and Improving the Quality of Life of Ethnic Groups in Phetchabun Province

2026-04-09T13:56:06+07:00

The research has three objectives: 1) to improve the quality of life of ethnic groups based on cultural capital; 2) to improve the quality of life of ethnic groups through cultural capital; and 3) to propose policies for improving cultural capital and improving the quality of life of ethnic groups in Phetchabun Province. The research used a mixed methods methodology consisting of documentary, quantitative, qualitative, and operational research. Data was collected through questionnaires, interviews, and focus group meetings of four target groups: 1) cultural leaders, 2) community leaders, 3) government agency representatives, and 4) ethnic scholars, totaling 60 people. The research results found that Cultural capital of ethnic groups in Phetchabun Province, such as customs, traditions, ceremonies, and local wisdom, plays a crucial role in their livelihoods and development. This is particularly true when using cultural capital as a basis for community economic development through activities such as local product production, cultural tourism, and traditional events. This results in community income circulation, fosters occupational grouping, knowledge exchange, and cooperation among various sectors, contributing to a more stable and sustainable quality of life for ethnic groups.

The study also found that sustainably improving the quality of life requires a balance between the economy, society, and the environment, with cultural capital being a factor linking all three to create income security, community strength, and pride in cultural identity. Furthermore, the research team proposed four key policy areas: 1) promoting and revitalizing community culture; 2) developing a creative economy based on cultural capital; 3) organizing learning and transferring local wisdom; and 4) creating mechanisms for social and environmental sustainability.

Factors Influencing Economic Preparedness for Retirement among Pre-Elderly People: A Case Study of Hua Hin District, Prachuap Khiri Khan Province

2026-02-24T11:51:19+07:00

This research aimed to 1) examine the level of economic preparation for old age among pre-elderly residents in Hua Hin District, Prachuap Khiri Khan Province, and 2) identify factors influencing retirement economic preparedness among this population. This quantitative study collected data via an online questionnaire from a population of 40,876 working-age residents aged 35–59 years in Hua Hin District. A sample of 429 participants was determined using Yamane's formula (1973) at a 5% margin of error and selected through convenience sampling. Instrument quality was verified with an Index of Item Objective Congruence (IOC) of 0.792 and a reliability coefficient of 0.769, both within acceptable thresholds. Data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, alongside inferential statistics for hypothesis testing.

The findings revealed that 1) the overall level of economic preparedness for retirement was at a high level ( = 3.49). When examined by dimension, investment readiness scored highest ( = 3.80), followed by savings and assets ( = 3.72), both at a high level, while debt management ( = 3.18) and financial protection ( = 3.08) were at a moderate level. 2) Financial attitude, financial knowledge, social support, and money management behavior collectively predicted retirement economic preparedness at 49.20% (R² = 0.492), with statistical significance at the .05 level. Financial attitude was the strongest predictor (β = 0.398), followed by financial knowledge (β = 0.325), social support (β = 0.142), and money management behavior (β = 0.105), reflecting that financial attitude is the primary driver of retirement preparedness among residents in a tourism-based economic area.

Marketing Factors Influencing the Decision-Making Process of Thai Tourists towards Buddhist and Cultural Tourism in Bangkok

2026-03-22T09:44:55+07:00

This research aimed to: (1) study of marketing factors in Buddhist and cultural tourism in Bangkok; (2) study of decision-making regarding Buddhist and cultural tourism in Bangkok; and (3) study of the influence of marketing factors on decisions to travel to Bangkok for Buddhist and cultural tourism. This research employed a quantitative approach. The research instrument used for data collection was a questionnaire. The sample consisted of 400 Thai tourists, selected through purposive sampling. Data were analyzed using frequency, mean, and standard deviation, together with t-test, F-test, and multiple regression analysis. The research results were found as follows;

1) The overall marketing factors for Buddhist and cultural tourism in Bangkok are at a high level. The aspect with the highest average score is tourism products.

2) The overall decision-making process for Buddhist and cultural tourism in Bangkok is at a high level. The aspect with the highest average score is the decision to travel.

3) Marketing factors in tourism include tourism products, tourism promotion, human resources in the tourism industry, the aggregation of tourism services, the organization of events to attract tourism, and the creation of business partnerships. These six factors account for 70% of the influence on Thai tourists' decisions to engage in Buddhist and cultural tourism in Bangkok.

The Influence of Service Quality and Marketing Mix on Service Usage Decisions at Centara Hotel, Hat Yai, among Generation Y Customers

2026-03-31T10:44:55+07:00

This study aimed to: (1) examine the effect of service quality on service usage decisions at Centara Hotel, Hat Yai, among Generation Y customers, and (2) investigate the effect of the marketing mix on their service usage decisions. This research employed a quantitative approach. The sample consisted of 400 Generation Y customers who had previously used services at Centara Hotel, Hat Yai, selected using purposive sampling. Data were collected through a structured questionnaire administered via Google Forms. The instrument was tested for content validity and reliability according to statistical criteria. Data were analyzed using descriptive statistics and inferential statistics, specifically multiple regression analysis. The findings revealed that: (1) All five dimensions of service quality—tangibility, reliability, responsiveness, assurance, and empathy—had a statistically significant positive effect on service usage decisions at the 0.01 level. Reliability was the most influential factor, followed by tangibility and empathy, respectively. (2) All seven elements of the marketing mix—product, price, place, promotion, people, process, and physical evidence—also had a statistically significant positive effect on service usage decisions at the 0.01 level. Product was the most influential factor, followed by price and physical evidence, respectively.

Learning Beliefs and Blended Learning Engagement among Vocational College Students: The Mediating Role of Technology Acceptance

2026-04-10T10:03:09+07:00

This study examines how learning beliefs—specifically growth mindset (GM) and ICT self-efficacy (ICTSE)—influence blended learning engagement (BLE) among vocational college students in Chongqing, China, through the mediating mechanisms of perceived ease of use (PEOU) and perceived usefulness (PU) within the Technology Acceptance Model (TAM). Three objectives guided the study: (1) to examine the direct effects of GM and ICTSE on BLE and of GM on ICTSE; (2) to determine the mediating roles of PEOU and PU, including serial mediation effects; and (3) to construct and validate an integrated “Learning Beliefs → TAM → BLE” model. A cross-sectional survey was administered to 608 students across six vocational colleges in Chongqing, using two-stage stratified sampling. Data were analyzed via hierarchical regression and structural equation modeling (SEM) in SPSS and AMOS. All 14 hypotheses were supported. GM and ICTSE both positively predicted BLE, with ICTSE exerting a stronger direct effect; GM significantly predicted ICTSE, establishing mindset as foundational to technology confidence. PEOU and PU functioned as significant mediators, including a novel four-step serial chain (GM → ICTSE → PEOU → PU → BLE). Critically, GM operated predominantly through indirect pathways (67.9% of total effect), whereas ICTSE exerted a stronger direct influence (61.1%)—revealing qualitatively distinct psychological mechanisms. The integrated model achieved excellent fit and explained 46.9% of BLE variance. These findings advance the theoretical integration of implicit theory, social cognitive theory, and TAM, and offer a validated framework for designing belief- and technology-targeted interventions in vocational education.

The Evolution of the China Media Group Spring Festival Opera Gala: A Cultural Ritual Perspective

2026-03-27T09:26:56+07:00

"Spring Festival Opera Gala" is a large-scale opera gala hosted by China Media Group (CMG) (formerly CCTV) and broadcast annually during the lunar new year. Unlike the renowned "Spring Festival Gala", it specializes in the vertical field of "opera".

This study employs a qualitative research methodology, involving the selection of four key interviewees: experts in traditional Chinese opera art, program directors and producers of the Spring Festival Opera Gala, as well as audience representatives. The research tools are categorized into three main types: program content analysis forms, semi-structured interview outlines, and participant observation records complemented by observation methods. The objective is to systematically collate the comprehensive program materials from the 36 editions of the "Spring Festival Opera Gala" organized by China Media Group from 1991 to 2026. This study delves into the developmental trajectory of the Spring Festival Opera Gala as a televised cultural ritual and examines the distinctive features of its evolution at various stages from the perspective of cultural rituals. The research findings elucidate: (1) the development f the Spring Festival Opera Gala; (2) The developmental trajectory of the Gala in terms of ritual structure, symbolic system, and collective participation. These findings suggest that future large-scale gala productions may benefit from employing digital media technology to reconstruct narrative scenes, thereby transforming opera ritual symbols into aesthetically accessible forms that broaden audience engagement and cultural resonance.

Impact of Interactivity on Brand Loyalty in Virtual Brand Communities: A Case of iPhone Communities in Henan Province -WeiPhone Communities

2026-03-31T11:33:48+07:00

This study examines how interactivity within online brand communities influences brand loyalty, with community identity and customer engagement serving as dual mediators. Grounded in relationship marketing theory, a conceptual framework is developed wherein interactivity drives loyalty through pathways of psychological identification and deep participation. Analyzing data from 567 users of the “WeiPhone Forum” using Structural Equation Modeling, the results reveal that interactivity not only exerts a direct positive effect on brand loyalty but also indirectly enhances it via both mediators, forming a compound mediation mechanism wherein customer engagement plays a stronger mediating role. These findings extend relationship marketing theory from a consumer–brand dyad to a consumer–community–brand triadic framework. Practically, cultivating user loyalty requires strengthening community belonging through interactivity while designing deep-contact scenarios to elevate engagement.

The impact of Organizational Legitimacy on SRDI enterprises’ Innovation Resilience: A case study of Henan Province, China

2026-03-15T16:48:36+07:00

This study examines how Organizational Legitimacy influences Innovation Resilience in SRDI enterprises, with Absorptive Capacity as a mediator and Inter-organizational Social Capital as a moderator. Based on resource-based, dynamic capability and social capital theories, it constructs a framework in which legitimacy boosts resilience through resistance, recovery and re-growth capabilities. Analyzing 421 Henan SRDI enterprises via SEM, the results show that legitimacy promotes resilience directly and indirectly through absorptive capacity, while social capital positively moderates this link. Mature enterprises gain institutional dividends by overcoming the "legitimacy blind spot", and social capital acts as a "network amplifier". This research integrates institutional and capability perspectives, offering new explanations for SRDI enterprises’ resilience under external shocks.

Facility Factors for Thai Elderly Affecting Service Quality in Passenger Terminals of International Airports in Northern Thailand

2026-03-27T09:14:55+07:00

As Thailand rapidly transitions into a super-aged society, adapting public transportation infrastructure to accommodate the biological and psychological realities of older adults has become a strategic necessity. This study aims to investigate the specific behaviors and facility requirements of Thai elderly passengers, examine how these physical needs correlate with perceived service quality, and propose guidelines for the development of age-friendly facilities in international passenger terminals in Northern Thailand.

Employing a quantitative, cross-sectional survey design, data were collected from a purposive sample of 400 Thai elderly passengers (aged 60 and above) who actively utilized these aviation hubs. A structured questionnaire was utilized to assess demographic profiles, the prioritization of nine specific facility factors, and perceived service quality across five dimensions. Data were analyzed using descriptive statistics, independent t-tests, One-way ANOVA, and Pearson’s Product-Moment Correlation.

The findings revealed that elderly passengers rated their requirement for age-friendly facilities at the “Highest” level. The three most critical infrastructural priorities were elderly-accessible restrooms ( = 4.52), continuous anti-slip walkways ( = 4.47), and strategically distributed seating and waiting areas ( = 4.41). Overall perceived service quality was also rated highly, predominantly driven by the Tangibles and Empathy dimensions. Hypothesis testing demonstrated that while gender had no significant effect, age, educational level, and crucially, the severity of physical limitations significantly altered service quality perceptions. Furthermore, a strong, statistically significant positive correlation (r = 03683, p < .001) was identified between the provision of required facility factors and overall perceived service quality.

The study concludes that for the elderly demographic, physical infrastructure transcends mere convenience; it is a fundamental determinant of safety, dignity, and passenger experience. In an aviation context, tangible facilities functionally operationalize empathy and assurance. To prepare for the silver economy, the research recommends that airport authorities prioritize implementing universal design in sanitary facilities, optimize spatial mobility by using high-friction flooring, deploy ergonomic seating at high-stress bottlenecks, and mandate gerontological sensitivity training for ground personnel. Theoretically, this study contributes to aviation management literature by demonstrating that for vulnerable demographic groups, physical infrastructure strongly shapes the perception of empathy and assurance.