Journal of Arts Management

The Role of Artificial Intelligence on Work in Film Industry

Urapong Patkachar — 2024-06-30

The article aimed to study the role of artificial intelligence (AI) in work in the film industry. Currently, the film industry is increasingly using artificial intelligence, or AI, to help with every step of the work, from the beginning of planning. Through the production process to the post-production stage. This has greatly affected the impact of artificial intelligence on the film industry. AI can shape the future of film in post-production work such as editing and sound design. This leads to a more efficient and creative process in filmmaking. AI can also help in decision-making by analyzing data on factors such as past performances, demographic information, and the physical characteristics of the actors. This can help filmmakers find the right person for the role. At the same time, it reduces the time and costs associated with traditional casting methods. In particular, AI can create innovative content at a fraction of the cost and time of traditional production methods.

In addition to the process of film production, AI technology has its advantages in increasing efficiency and cost-effectiveness in film production for film producers. Meanwhile, AI technology also has its disadvantages, such as a lack of human touch and the creation of in-depth jobs that still require human skills in production.

The Application of Blockchain Technology with Unmanned Aerial Vehicles (UAVs) for Plant Protection in Thailand

Sonthya Sampaothong — 2024-06-30

This article explores the potential applications of blockchain technology in conjunction with unmanned aerial vehicles (UAVs), commonly known as drones, for plant protection in Thailand. The agricultural sector faces numerous challenges from insect pests, plant diseases, and environmental factors that significantly impact crop production. Advanced technologies can be employed to develop innovative solutions for enhancing monitoring, detection, and prevention in an efficient, accurate, and timely manner. Blockchain enables the creation of a decentralized, transparent, and immutable record-keeping system to store data transactions throughout the agricultural supply chain. When combined with smart contracts, blockchain enhances the trustworthiness of data exchange among stakeholders. This paper discusses the integration of UAV technology on a blockchain-based platform for applications in Thailand, including pest surveillance, targeted pesticide spraying, farm management, supply chain traceability, and agricultural insurance. The benefits and limitations of combining these two emerging technologies are considered. However, further research and collaboration between the public and private sectors are necessary for Thailand to fully realize the potential of these technologies, leading to increased agricultural competitiveness in the future.

Digital Leadership and School Administration

Malai Wongruethaiwattana — 2024-06-30

The academic article aimed to present 1. The characteristics of school administration in the digital era of leadership that affect executive leadership and 2. The characteristics of school administration in the digital era of leaders, including the direction of driving school administration in the digital era, which has high competencies for competition with other organizations efficiently and effectively. 1. The characteristics of the school administration in the digital era of leadership. The leadership was important in the administration, and the driving organization successfully consisted of 1) defining which was needed changing, 2) planning for changing, and 3) promoting personnel in the organization to know about digital technology, which was the role for changing. 2. The direction of effective school administration in the digital era. The administrator must know the various usefulness of technology or innovation related to the change. The administrator who had the leadership in the digital era could operate in the organization efficiently and effectively by realizing other factors were: 1) the strategy and the vision of the organization; 2) the capacity of personnel in the organization to know the various usefulness of technology, design thinking, and flexible working effectively; and 3) the organizational culture, which had the readiness for change and flexibility in the operation.

Communicating the True Meaning of Modern Masculinity through the Mister Supranational Thailand

Worapong Plodmusik — 2024-06-30

This research delves into the contemporary discourse on masculinity, with a focus on the communication strategies employed within the framework of Mister Supranational Thailand. It aims to investigate the research activities surrounding them as a contextual backdrop. Employing qualitative methodologies, particularly in-depth research, the study examines news coverage and communication practices related to masculinity stemming from research activities conducted between 2016 and 2023. The research cohort comprises 13 individuals categorized into three groups: group 1 consists of 7 contest winners; group 2 comprises 3 contest organizers; and group 3 encompasses organizations or individuals consistently sending contestants consecutively over three years, totaling 3 individuals. Analysis of the data reveals that within the realm of modern masculinity communication, winners of the Mr. Supranational Thailand contest underscore the significance of possessing knowledge, intellect, and charisma, as these qualities serve as defining attributes of modern masculinity, epitomizing the archetype of the "smart, charming man." Furthermore, physical appearance is acknowledged as a pivotal aspect of personal identity, influencing the success of contest participants. Secondary elements, such as personality traits and attire, are also deemed noteworthy. In terms of fostering a nuanced understanding of contemporary masculinity, emphasis is placed on self-discovery and inspiration, facilitating societal acceptance of diversity. Pageant activities emerge as crucial platforms for disseminating ideals of modern masculinity, serving concurrently as vehicles for brand marketing and bolstering the reputations of contest victors.

The Buddhist Meditation Tourism Management Based on the Tourism Resources of Chiangmai Province

Chalermpong Pongjun — 2024-06-30

The purpose of this article was to: 1) Examine how tourists behave in Buddhist meditation tourism. 2) Examine how tourists perceive Buddhist meditation tourism. 3) Research the administrative aspects of Buddhist meditation travel. 4) Create a Buddhist meditation tourism management model (CM-TBMTMM) based on Chiang Mai province's tourism resources. Mixed-methods research was used in this study. A questionnaire with 140 responses from Thai and foreign tourists and ten semi-structured interviews with managers, business owners, and other relevant parties served as the data collection tool. In the province of Chiang Mai, they were chosen through selective sampling in the Mueang district. The mean, percentage, frequency, and descriptive analysis were the data analysis tools. The following findings were found in the research: When tourists travel for the first time, they usually hire a car, go on trips lasting three to five days, and seek out new experiences. A website or other online platform might inspire people to meditate. When presented with various issues during the meditation practice, the tourists were amazed by the concentration's serenity and expressed a desire to return. Travelers like Buddhism's tranquility, simplicity, and distinctiveness, as well as the distinctive activities of Chiang Mai culture, in addition to high-quality, practically applicable meditation classes. The management component's overall level is high. Both the facility and the population segment are at the pinnacle. The lowest level is found in the market and public relations sectors. 3) The FASTCAME-CM Model, for Thai tourists, and the FASTCALM-CM Model, for foreign tourists, are two models of Buddhist meditation tourism management based on the tourism resources of Chiang Mai province (CM-TBMTMM). These models have ten components, including finance, facilities, staff, tourism activities, Chiang Mai identity, public relations, management, concentration courses, marketing, language, or environment.

The Enhancement of Community Innovation in Driving Cultural Capital for Nakhon Sawan Province

Chayaporn Boonruangsak — 2024-06-30

The objective of this research is to explore and extract lessons from the social capital and cultural potential of communities in driving cultural tourism development paths in Nakhon Sawan province. It aims to analyze social capital data that demonstrates the potential of the community towards developing cultural tourism routes and to create community innovators in transmitting historical knowledge of the community. This qualitative research involves collecting data in a focused area from seven historical sites, from Phra Bang to Nakhon Sawan, from a historical evidence perspective. It includes in-depth interviews with 84 key informants and focus group discussions with 35 key informants selected through purposive sampling. Subsequently, the collected data will be analyzed using a content analysis approach. The research results were found as follows: The research findings suggest that social capital and community potential in driving cultural capital are closely related to the physical condition of the community, natural resources, the environment, socio-economic status, culture, and production, as well as the interconnected pathways between communities. By linking historical data, community culture, and local knowledge of social capital at four levels- individual, group/community organization, institutional/resource unit, and village/community –a learning and innovation platform can be established to develop cultural tourism routes. This platform can serve as a tool for community innovators to pass on historical knowledge.

To effectively utilize research findings for the benefit of society, it is important to integrate the knowledge with the identities of communities that are similar to the research area. This reflection highlights the importance and value of social capital and the potential of communities to drive more efficient cultural momentum. By incorporating research results into the local context, we can enhance the cultural development and social well-being of communities, ultimately leading to a more prosperous and harmonious society.

Pattern of the Potential Tourist Demand for Local Homestay Services in Ayutthaya Tourist Sites Sustainably under ASEAN Homestay Standards

Tananyaphat Srinathiyawasin — 2024-06-30

The objectives of this research were to study and create a service model for the needs of potential homestay tourists at the tourist attractions in Ayutthaya under the ASEAN homestay standard. The study utilized a mixed-methods approach. The quantitative research sampled 400 people using questionnaires, and the qualitative research sampled 50 people using interviews. Sampling was done using purposive methods. Statistical analysis was used to draw inferences, and there was a focus on establishing causal relationships among the findings. The findings of the Pattern of the Potential Tourist Demand for Local Homestay Services in Ayutthaya Tourist Sites Sustainably Under ASEAN Homestay Standards, are the following: 1) For the host, there must be natural tourist attractions and cultural tourism; 2) For the activities, the emphasis is placed on having activities that reflect the culture or way of life of people in the community. 3) Management must have strong leaders to promote a mentoring system. 4) For location, add more road signs and increase the number of public service vehicles. 5) For safety, security personnel need to receive safety and first aid training. 6) Marketing and promotion focus on public relations for tourists to experience the folkways. 7) According to sustainability principles, products in the community are distinctive and reflect the community's identity. 8) Accommodation is strong; 9) Hygiene and cleanliness focus on cleanliness to build confidence and a good image.

Development of Product and Marketing Strategies for Cashew Nuts Products of the Community Along the Lamsebok Economic Geography Route, Ubon Ratchathani Province

Umarin Ratree — 2024-06-30

This article aimed to study: 1) the operating capabilities of the communities; 2) product development, product branding, and packaging of cashew nut products; and 3) marketing strategies for cashew nut products from the communities within the Lamsebok geographical economic route in Ubon Ratchathani province. This research is mixed-methods research. The research conducted in-depth group interviews to collect qualitative data with community members and representatives from government agencies, totaling 62 individuals. Content analysis and weighted scores were used for collecting qualitative data. Then, product development was evaluated using a questionnaire collected from consumers in Ubon Ratchathani province. The sample group wasn't determined based on probability. Instead, They were randomly selected, amounting to 400 people. Data analysis used descriptive statistics, including percentage, mean, and standard deviation. The research results are as follows: 1) The operating capabilities of the communities using PRIMO-F analysis and PEST analysis models received weighted scores for internal operations at a good level (3.67) and external environmental conditions at a moderate level (3.38). 2) The overall prototype product development has gotten an average (4.06) at a high level. The product branding reflects the value of the product received an average (3.91) at a high level. Packaging with beautiful and appealing patterns has an average (3.86) at a high level. 3) Marketing strategies using the TOWS Matrix technique and determining indicators with the Balance Scorecard found that the marketing tactics that need to be expedited are finding creative methods to produce unique products, developing recipes for processing cashew nuts in other differentiated forms, and promoting the brand for more recognition among consumers, which includes promoting in both online and offline media outlets.

Financial Reporting Quality and ESG Prominence on the Relationship of Board Attributes and Ownership Structure to Investment Efficiency of Listed Companies in the Stock Exchange of Thailand

Phattini Saikhwan — 2024-06-30

This article aims to study (1) the influence of board attributes, ownership structure, financial reporting quality, and ESG prominence on investment efficiency and (2) the influence of financial report quality and ESG prominence, which mediate the relationship between board attributes and ownership structure on investment efficiency. This research is quantitative. Samples are listed companies on the Stock Exchange of Thailand between 2017 and 2020 in 7 industries, totaling 353 companies with 1,412 samples, excluding some industries that have special regulations and incomplete or outliner data. Secondary data is collected from published databases and websites. Data analysis applies descriptive statistics and inferential statistics. Research results from Structural Equation Modeling (SEM) represent that 1) diversity of Board and financial reporting quality have a positive influence on investment efficiency. (coef. = 0.0516, p-value < 0.10, coef. = 0.1073, p-value < 0.00, respectively) Multiple directorships have a negative influence on investment efficiency. (coef.=0.0390, p-value < 0.10) 2) Financial reporting quality mediates the influence of board diversity on investment efficiency and the influence of multiple directorships on investment efficiency. (coef. = 0.0118, p-value < 0.01, coef. = 0.0069, p-value < 0.05, respectively) 3) Ownership structure and ESG prominence have an insignificant influence on investment efficiency. Research results provide empirical evidence of the role of the board of directors, which supports financial reporting quality and leads to efficient corporate investment.

The Causal Relationship Between Transformational Leadership, Members’ Participation and Product Innovation Effecting on Community Enterprises Performance After COVID-19 Pandemic of Andaman Coast in Southern Region

Kochaporn Chunjan — 2024-06-30

The purposes of this article are to (1) study the levels of transformational leadership, members’ participation, product innovation, and their effects on the performance of community enterprises in the Andaman Coast in the Southern Region, and (2) investigate the causal relationship between transformational leadership, member participation, product innovation, and their influence on the performance of community enterprises in the region. The mixed-method study employed a questionnaire as the quantitative research instrument, collecting data from 302 respondents from community enterprises that met the criteria of medium and high-performance levels, selected through stratified random sampling. The statistical analyses were conducted using 1) descriptive statistics, including percentages, arithmetic means, and standard deviations; and 2) inferential statistics, namely structural equation modeling and path analysis. The qualitative method utilized in-depth interviews with a purposive sample of 8 individuals involved with community enterprises in the Andaman Coast in the Southern Region, analyzed through content analysis. The research results were revealed as follows: 1) The overall levels of transformational leadership, members' participation, product innovation, and performance of community enterprises on the Andaman Coast were found to be high, with mean scores of 4.20, 4.05, 3.94, and 3.92, respectively. 2) Transformational leadership exerted a direct influence on the performance of community enterprises, product innovation, and members' participation. Notably, while members' participation did not directly impact product innovation, it did have a significant effect on the performance of community enterprises. Product innovation was found to directly influence the performance of community enterprises; however, transformational leadership exhibited an indirect effect on the performance of community enterprises through product innovation and members' participation.

Influence of Content Marketing Strategies on the Purchasing Decisions of Online Fashion Clothing by Generation Y

Pattharika Thongarsa — 2024-06-30

This article aims to 1) examine content marketing communication factors on online channels, and 2) analyze the influence of content marketing communication on the decision to purchase fashion clothes online among Generation Y consumers. This quantitative study uses a questionnaire on 400 sample group members, selected from Generation Y respondents, or those born between 1981 and 2000 who had purchased clothes online. Statistics used in data analysis were descriptive statistics such as frequency, percentage, mean, standard deviation and then inferential statistics by using multiple regression analysis. The study found that 1) regarding content marketing communication, the best-scored strategy was solution-related content ( = 4.23), followed by entertaining or sensational content ( = 4.21) and idea content ( = 4.18) respectively; 2) the content marketing strategy on online channels that had the highest effect on the decision to purchase fashion clothes among Generation Y consumers was idea content (β= 0.352), followed by educational content (β= 0.051), and lastly entertaining or sensational content (β= 0.048).

Factors of Pet Influencers Affecting Decision to Purchase Pet Food Supplement of Generation Y Consumers

Yanika Tanudom — 2024-06-30

This research article aimed to study the factor of pet influencers on the perception of Generation Y consumers, study the influence of pet influencers on the decision to purchase pet supplement of Generation Y consumers. This study is quantitative research, using a survey of 400 sample group members, selected from Generation Y consumers or people born between 1981 and 2000 who had purchased pet supplementary food due to reviews or suggestions by the pet influencers. Data collection tools include questionnaires. Statistics used in the study were descriptive statistics such as frequency, percentage, mean, and standard deviation, and inferential statistical analysis methods such as multiple regression analysis. The research results were found as follows; 1) pet influencer’s effect on the perception of Generation Y consumers was high, both in terms of the person and the pet. 2) the effect of pet influencers was found that the three aspects of such influencer (expertise, trustworthiness, and respect) and two aspects of the pet (behavior and breed) had a positive effect on the decision to purchase pet supplement of Generation Y consumers with statistically significant at the 0.05 level.

Causal Relationships that Influence the Success of Electronic Commerce Businesses in the Era of Digital Transformation

Naridsara Mairieng — 2024-06-30

The Research on causal relationships that influence the success of electronic commerce businesses in the era of digital transformation. The research objectives are 1. To study and analyze the causal relationships that influence the success of electronic commerce businesses in the era of digital transformation. 2. To create a structural equation model of the success of electronic commerce businesses in the era of digital transformation. The data was collected from a sample of 400 entrepreneurs in the electronic commerce business group who passed the business quality standards and still operate throughout the region. The measurement instrument is a 5-level estimation questionnaire. The data were analyzed with structural equation modeling (SEM). The research used a blended, quantitative, and qualitative method.

The results showed that, firstly, quantitative research According to the study, 1) factors influencing the success of electronic commerce businesses in the era of digital transformation, it was found that there are 6 factors: quality of website services, service quality, shipping, technology factors, customer satisfaction, the success of electronic commerce, 2) the model of the success of electronic commerce businesses in the digital transformation era developed by the researcher is consistent with the empirical data according to the specified criteria, with values /df = 1.867, P-Vales = 0.537, CFI = 0.931, GFI = 0.907, RMSEA = 0.042, and RMR = 0.021, which meet the specified criteria. Secondly, qualitative studies show that in the business of electronic commerce, all factors studied are very important in the operation of electronic commerce businesses. This makes customers extremely satisfied.

Digital Leadership for the Chief Executive Officers (CEOs) of the Energy Industry in the Eastern Region

Pekhanang Yodmanee — 2024-06-30

This research aimed to study (1) the components of the digital leadership model among the CEOs of the energy industry in the Eastern Region. (2) To analyze the surveyed components of the digital leadership model among the CEOs of the energy industry in the Eastern region. The research is conducted using a mixed-methods approach. The sample consisted of 11 participants, including the CEOs of the energy industry and 400 employees within the Eastern Region's energy industry. They were selected by employees working in industrial estates of approximately 40,000 people by the rules and a multistage random sampling. The instrument for collecting data was group interviews conducted with CEOs in the energy industry in the Eastern Region, with 11 participants selected through purposive sampling. Open-ended questions were employed to guide these interviews. The study collects a questionnaire survey with a reliability coefficient of 0.900. Analysis data from descriptive statistics include frequency analysis, percentage analysis, mean analysis, standard deviation analysis, exploratory factor analysis, and content analysis. The research results were found as follows: 1. The research findings on the digital leadership components of the energy industry in the Eastern Region derived from 11 CEOs of the energy industry in the Eastern Region by focus group, consisting of 7components: 1) digital vision; 2) digital knowledge and skills; 3) digital management; 4) digital culture; 5) digital collaboration network; 6) digital adaptation; and 7) digital strategy. 2. An exploratory factor analysis of the digital leadership components for CEOs was found to be suitable, encompassing digital vision, digital knowledge and skills, digital management, digital culture, digital collaboration network, digital adaptation, and digital strategy.

The Mediating Role of Psychological Ownership in the Impact of Human Resource Management Practices on Employee Loyalty

Juncai He — 2024-06-30

Higher education is entrusted with the pivotal roles of talent cultivation and scientific research. The loyalty and stability of teachers, being central to the educational ecosystem, are imperative for the flourishing of colleges and universities. The disparity in higher education resource allocation across China, particularly between the coastal regions of the east and the inland areas of the west, intensifies the difficulty Western universities face in attracting and retaining quality educators. In this study, a questionnaire was distributed among 540 faculty members at the Sichuan University of Technology, an institution situated in the resource-constrained western part of China. The analysis of the data was conducted utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM), to examine the hypotheses posited within the theoretical framework. This study sought to comprehensively understand the influence of human resource management practices in academia on enhancing teacher loyalty and diminishing their inclination to depart, mediated by the construct of psychological ownership. The findings reveal that adept human resource management practices will directly bolster teacher loyalty and their sense of psychological ownership. Furthermore, psychological ownership exerts a notable impact on teacher loyalty and serves as a critical intermediary linking human resource management practices to teacher loyalty. This study offers feasible strategies for institutions in western China to augment teacher loyalty, addressing the challenge of brain drain and fostering equitable progress in higher education across the nation.

The Mediating Role of Job Performance: The Impact of Organizational Culture on Job Satisfaction

Xiang Li — 2024-06-30

This study aimed to explore the relationship between organizational culture (OC), job performance (JP), and job satisfaction (JS). Based on social exchange theory and human resource management theory, four research objectives are proposed: 1) explore the positive impact of organizational culture on employee job performance; 2) explore the positive impact of job performance on job satisfaction; 3) explore the positive impact of organizational culture on job satisfaction; 4) explore the mediating role of job performance in the transmission of the impact of organizational culture on job satisfaction. Using quantitative research methods, descriptive statistics and analysis were conducted on survey data from 400 employees in the food industry of private enterprises in Sichuan Province through the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. This process validated the theoretical framework and hypothesized relationships. The research results found that organizational culture has a positive impact on both employee job performance and job satisfaction and significantly affects job satisfaction through job performance, confirming that job performance plays a mediating role between organizational culture and job satisfaction. These findings provide valuable empirical support for business management practices, facilitating the sustainable development of enterprises.

Is the Influence of Human Capital on Fertility Intentions Channeled through Subjective Well-being?

Wenna Zou — 2024-06-30

In recent years, the global challenge of low fertility rates has underscored the critical role of fertility intentions in predicting behavior. A growing body of research is devoted to exploring the determinants of fertility intentions from an individual-centered perspective. This study integrates the areas of human capital, subjective well-being, and fertility intentions to shed light on their interrelationships. Four hypotheses are proposed: the impact of human capital on fertility intention, the impact of human capital on subjective well-being, the impact of subjective well-being on fertility intention, and the mediating role of subjective well-being in the link between human capital and fertility intention. The data were collected through questionnaire surveys in four Chinese provinces — Guangdong, Shandong, Henan, and Sichuan. The results show that both human capital and subjective well-being have a positive influence on fertility intention, with subjective well-being acting as a partial mediator. Particularly noteworthy is the mediation analysis, which fills a gap in the previous literature by demonstrating the partial mediation of subjective well-being in the relationship between human capital and fertility intentions.

These research findings have important implications for the formulation of targeted public policies. By improving individuals' human capital through interventions such as educational programs, employment initiatives, and social support mechanisms, policy makers can indirectly influence fertility intentions by promoting improvements in subjective well-being.

Internal Control that Influences Performance Efficiency of Financial, Accounting and Auditing Department of Local Administrative Organization, Songkhla Province: Perspective of the Division Director of Division Finance

Alif Garee — 2024-06-30

This article aimed to study internal controls that influence the performance efficiency of a local administrative organization's finance, accounting, and auditing departments in Songkhla province from the perspective of the Division Director of Division Finance. This research was quantitative, using a questionnaire as a tool to collect data from a sample group. The division director of the division finance local administrative organization, Songkhla Province was the main information provider and received 59 responses. Statistics including percentage, mean, standard deviation, and multiple regression analysis, were used to test hypotheses. The results showed that internal control, control environment, risk assessment, and information and communication had a positive influence on the performance efficiency of the finance, accounting, and auditing departments of the Local Administrative Organization, Songkhla Province with a statistical significance of 0.05. The control activities had a negative influence on the performance efficiency of the finance, accounting, and auditing departments of the Local Administrative Organization, Songkhla province statistical significance of 0.05. Monitoring and evaluating the performance efficiency of the finance, accounting, and auditing departments of the Local Administrative Organization, Songkhla Province was not a statistical implication.

The Educational Resource Management According to Opinions of Personnel at the Border Patrol Police School Border Patrol Police Division 21

Siriporn Ngamlers — 2024-06-30

This article aimed to study (1) educational resource management according to the opinions of personnel at the Border Patrol Police School. Border Patrol Police Division 21 (2) compares the management of educational resources according to the views of personnel at the Border Patrol Police School, classified by gender, work experience, and education level. (3) Guidelines for developing educational resource management according to the opinions of personnel at the Border Patrol Police School. The sample consisted of the headmaster and teachers at the Border Patrol Police School. They were selected by comparing the Krejcie and Morgan ready-made tables and comparing the proportions, which were obtained through purposive selection. The instrument for collecting is a 5-level rating scale questionnaire, and it is a structured discussion group (focus group). Descriptive statistics and content analysis are used to analyze the data. The research results were found as follows: 1) Management of educational resources according to the opinions of personnel at the Border Patrol Police School, overall, there is a high level of compliance. When considering each aspect, it was found that the aspect with the highest average was human resource management. 2) Comparative results of educational resource management at Border Patrol Police Schools Classified by work experience and education level, overall each aspect was not different, classified by gender. Overall, there was no difference when considering each aspect. It was found that resource management in terms of materials and equipment was significantly different at the .05 level. 3) Guidelines for developing educational resource management: according to the opinions of patrol police school personnel, it was found that they are police but act as teachers; there are many agencies involved in the work; carrying out 8 projects under the royal initiative; unrelated qualifications; having educational qualifications lower than a bachelor's degree; and managing limited educational resources for maximum benefit.

The Role of School Administrators in Promoting Active Learning Management Based on Teachers’ Perceptions in Basic Education Institutions under Surin Primary Educational Service Area Office 1

Nonglak Panwilai — 2024-06-30

The objectives were to study, compare, and collect recommendations on the role of school administrators in promoting active learning management based on teachers’ perceptions in Basic Education Institutions under Surin Primary Educational Service Area Office 1. The instrument used for data collection was a 5-level estimation scale questionnaire with a confidence value equivalent to 0.972. The statistics used for the data analysis were percentage, mean, standard deviation, and the hypothesis test using the F–test and LSD. The results were as follows: 1) The role of school administrators in promoting active learning management based on teachers’ perceptions in Basic Education Institutions under Surin Primary Educational Service Area Office 1, overall is at the highest level. 2)The comparison of the role of school administrators in promoting active learning management based on teachers’ perceptions classified by Knowledge Worker Positions, overall. When considering individual aspects, it was found that there was a statistically significant difference at the .05 level in all aspects. Only the fourth aspect is not different. When considering work experience, it was found that overall and individual aspects were not different. 3) The recommendations on the role of school administrators in promoting active learning management are put forward. School administrators should make plans to promote active learning management, support the budget to provide media equipment, facilities, and teacher development, supervise and track the friendly learning model, and encourage the measurement and evaluation according to the authentic assessment.

The Development of Social Responsibility Characteristics Using Electronic Story Books with Students in Grade 2 at Srinakharinwirot University Prasarnmit Demonstration School (Elementary)

Chalermchon Kreehirun — 2024-06-30

The purposes of this research are as follows: 1) to develop an electronic storybook to promote social responsibility characteristics 2) to evaluate the effectiveness and outcomes of the electronic storybook and 3) to promote social responsibility characteristics of students. The research sample consists of students from Grade 2, Satit Prasarnmit Primary School, totaling 60 students from 2 selected classes out of 8, with 30 students per class. Data collection tools included electronic storybooks, "The Floating Lantern with the Big Brother Kla and the little sister Keaw," a suitability assessment questionnaire for electronic storybooks, an academic performance test, and social responsibility characteristics measurement. Statistical analysis used included mean, standard deviation, and intergroup non-independent t-test statistics. The research results found the following: 1. The quality of the developed electronic storybook is very good (x̄ = 4.53, S.D. = 0.39). 2. The electronic storybook has an effectiveness of 80.56/88.89, which is higher than the effectiveness criterion of 80/80, and has an impact index of 0.43. 3. The characteristics of social responsibility of targeted students in all three aspects, overall at a frequent practice level (x̄ = 4.45, S.D.= 0.64). This is demonstrated as follows: Aspect 1: Most students have a high frequency of self-responsibility (x̄ = 4.16, S.D.= 0.80). Aspect 2: Most students exhibit regular responsibility towards others (x̄ = 4.53, S.D.= 0.63). And in Aspect 3: Most students consistently demonstrate responsibility towards society and the environment (x̄ = 4.65, S.D.= 0.48). Furthermore, the average learning outcome scores of students' post-learning academic performance test scores are significantly increased to 0.01 level of significance.

The Development of Digital Leadership Indicators of School Administrators under the Secondary Educational Service Area Office in the Northeastern Region

Naraporn Kumhangphol — 2024-06-30

The objectives of this study were to: firstly, establish indicators for digital leadership among school administrators in the secondary educational service area office of northeastern Thailand; and secondly, assess how well the structural model of digital leadership aligned with empirical data in the same region. The research was carried out in three phases. Phase one involved constructing and refining digital leadership indicators through the analysis of existing research and documentation, expert interviews, and the creation of a conceptual framework. Phase two focused on evaluating the proposed model by comparing it to empirical data collected from a sample of 660 school administrators using statistical software. Data was gathered through a 5-level rating scale. In the third phase, the study investigated the application of the developed indicators to digital leadership. A quality assessment was performed by five experts using Likert's 5-level rating scale questionnaire to evaluate the implementation of digital leadership indicators. The results of the study can be summarized as follows: The development of digital leadership indicators led to the identification of four main components, 12 sub-components, and 56 indicators for school administrators under the secondary educational service area office. The four main components were digital vision, digital literacy, digital communication, and digital culture. Each component included three sub-components and 14 indicators. The examination of the confirmatory factor analysis model demonstrated consistency with the statistical values: ² = 22.35, DF = 23, GFI =0.99, AGFI =0.98, CFI = 1.00, SRMR =0.00, and RMSEA = 0.00. These results indicated that the model of digital leadership for school administrators aligns well with the empirical data, confirming the hypotheses.

Administration Strategies for Innovative Organization of Medium-sized Primary Schools under the Office of the Basic Education Commission in the Northeastern Region

Puridar Yuwarachoth — 2024-06-30

The objectives of this study were to 1) study components of innovative organizations. 2) to identify the current conditions, desirable conditions, and priority need index; 2) to create and develop strategies and the strategic manual; 3) to experiment with strategies and strategic manuals, and 4) to assess the quality of strategies and certify their strategic manuals. Use mixed-methods research. The research was divided into four phases. Phase 1: Study of innovative organizations using documentary study. Phase 2 investigated the priority need index, comprising with SWOT analysis with 17 stakeholders and a survey study sample group of 361 schools. Phase 3: construct the strategies comprising a multi-case study. Phase 4: construct the strategies comprising a multi-cases study. The research instruments were strategy assessment forms. Quantitative data were analyzed by mean standard deviations, and the priority index of essential needs, and qualitative data analysis through descriptive analysis. The findings of this study were summarized as follows: 1. The components of an innovative organization include 1) creating a vision for creative innovation challenges; 2) innovative organizational structure; 3) an innovative teacher team; 4) innovative behavior of teachers; and 5) school innovation culture. 2. The overall current condition and desirable level were at the highest level. The top three modified indexes were: 1) creating a vision and challenge 2) innovative organizational structure and 3) supporting the school's innovative culture. 3. There were strategies as well as their strategy manuals: 1) vision; 2) mission; 3) goals 4) strategic planning 5) setting the strategy, including (1) creating a vision of innovation challenges. (2) designing an innovative organizational structure (3) promoting and developing innovative teacher teams; (4) promoting innovative behavior among teachers; and (5) promoting the school's innovative culture. 4. The experimental group schools that were implemented developed into a very innovative organization -90.90 percent. The overall score was at its highest level. The propriety, feasibility, and utility were at the highest level.

The Academic Administrations Affecting the Management of Active Learning in Basic Educational Institutions under the Secondary Educational Service Area Office Surin

Pornkanok Termjai — 2024-06-30

The purpose of this research is to study the level of academic administration and the level of active learning management. Study the relationship between academic administration and active learning management and create a forecasting equation for academic administration that affects the active learning management of basic education institutions under the Secondary Educational Service Area Office in Surin. The research instrument was a 5-point rating scale questionnaire based on the Likert method. It has a confidence value of.973. Use ready-made social science programs to analyze data, use means, and standard deviations, and use Pearson correlation coefficients and stepwise multiple regression analysis to test hypotheses statistically. The results were as follows: 1) Academic administration and active learning management of basic educational institutions under the Secondary Educational Service Area Office in Surin, overall, are at the highest level. 2) The relationship between academic administration and active learning management in basic educational institutions under the Secondary Educational Service Area Office in Surin was found to have a positive correlation. 3) Academic administration factors include media development. Innovation and technology can predict proactive learning management at 91 percent. It can be concluded that academic administration Media development Innovation and technology affect the active learning management of basic educational institutions under the Surin Secondary Educational Service Area Office at the highest level.

The Development of Supervision Model to Enhance for Competencies in Learning Management Based on Innovation in Pilot Innovative Area School

Satcha Charoensrimuang — 2024-06-30

A study of problems in teaching and learning management for teachers in pilot schools with the objectives to: 1) study the current conditions, problems, and needs of supervision; 2) develop a supervision model; 3) study the results of using the supervision model. The sample group included 326 teachers of pilot schools in the Education Innovation Area, Sisaket Province, 8 experts, and 16 stakeholders. The tools used include a questionnaire about problem conditions, a manual, a group discussion recording form, an evaluation form, a supervision form, and a satisfaction assessment form. The data was analyzed using descriptive statistics and content analysis. The research results were found as follows: 1. The overall problem was at a moderate level; there were problems in the area of supervision practices that were not systematic, and teachers in the educational innovation area pilot schools did not have confidence in learning management. 2. The supervision model consists of six elements: principles, objectives, and the supervision process. Supervision content evaluation of supervision model and success factors. The supervision process has six steps: joint planning, reviewing innovation, supervising the classroom, reflecting on results, expanding the results of innovation, Summary, and reporting results. 3. The results of the evaluation of teachers' competency in innovation-based learning management in pilot schools in the educational innovation area found that teachers have the competency to organize learning activities according to innovative formats that are used and can continue to improve innovations as appropriate to the greatest extent possible, and teachers are satisfied with the supervision at the highest level. In the results of the evaluation of the use of the supervision model by 16 stakeholders, it was concluded there is consistency, suitability, feasibility, and usefulness. at the highest level.

The Development and Processing of Local Woven Cloth Products of Thai Phuan Pak Phli district in Nakhon Nayok Province

Suthawadee Wewa — 2024-06-30

Studying and development of local woven fabric products of Thai Phuan Pak Phli district Nakornnayok province, Purposing 1. For the design and development of prototype products, a local woven of community cooperation. By the research team and the handcraft groups Thai Puan, Pak Phli District, Nakhon Nayok Province, according to the tourism economy. 2. To identify the demand for progressive prototype products made from Thai Phuan woven fabrics in order to meet the needs of consumers. Bringing the product into action and continuing to improve it. The results revealed that the majority of those who responded are women (percentage 95) between 31 to 40 years. Educational lower than bachelor's degree (percentage 57). Most of them are self-employed and freelance (percentage 45). Range of salary in between 10,001 to 15,000 Baht (percentage 55). In the part of assessing the need for the development of prototype products from woven fabrics of the Thai Puan Pak Phli District, Nakhon Nayok Province. There are a highest need to transform it into a multi-purpose casual bag with a handle (percentage 4.14) and the lowest demand for processing into eyeglass cases (percentage 2.67). A recommendation might be suggested at next research. Which is, decorative techniques such as texture, color, and fabric pattern should be used. It should be more current in order to fulfil the needs of the customers. Therefore, the Thai Puan woven originality should be preserved. Including modern product processing and finding the ways to reduce production cost. To increase the community's revenue and promote Thai Puan weaving textiles as a way to preserve local wisdom.

The Factors Effecting to Performance Efficiency of Professional Tourist Guides During the Situation of the Corona Virus Infection (COVID-19) in the Area of Nakhon Sawan Province

Jaturada Pochanajun — 2024-06-30

The purpose of this study was to study the level of performance and performance factors of professional guides, as well as to compare the differences in performance and factors affecting the performance of professional guides in Nakhon Sawan province. The data was collected from a sample of 300 professional tour guides and the data was analyzed with descriptive statistics. The results showed that the overall performance of professional guides was high (average = 4.07), with the most effective aspects being knowledge and understanding of the work of guides and services. The impact and efficiency on overall operations were also very high (mean = 3.98), with the most affected aspect being tourist behavior. In terms of serving all types of tourists willingly. The results of this study can be used as a guide to develop and promote the performance of tour guides, as well as help guides better cope with factors that affect their performance.

Policy Strategy of Financial Report Quality and Ecosystem Mechanism in Preparation of Government Financial Reports

Athira Sodyom — 2024-06-30

This research aimed to propose policy strategies for enhancing the quality of public financial statements. It employed a qualitative research methodology. The population and sample consisted of experts with specialized knowledge in public accounting work, divided into three groups of three people, totaling nine people: Group 1 comprised public accountants, Group 2 included officials from the Comptroller General’s Department for supervising public accounts, and Group 3 consisted of the officials from the Office of the Auditor General of Thailand responsible for inspecting public financial statements. The sample selection was carried out using the Purposive Sampling method. The research instrument utilized was a structured interview with open-ended questions. The results of the research identified two key policy strategies for enhancing the quality of public financial statements: (1) Strategy 1 involves strengthening the upskilling and reskilling of public accountants, which includes three development modules: Module 1 for Basic Level public accountants, Module 2 for Mid-level public accountants with less than ten years of work experience, and Module 3 for Senior public accountants with ten years or more of work experience. Additionally, (2) Strategy 2: Create ecosystem mechanisms facilitating success for the quality of financial statements consists of thirteen factors: (1) clear policy, (2) well-defined plan and strategy, (3) visionary and supportive executives, (4) sufficient budgetary support, (5) an organizational structure conducive to effective work, (6) specialized professional manpower, (7) systematic work procedures, (8) standardized practices for government accountants, (9) robust information system, (10) Rules, regulations, and guidelines facilitating and protecting public accountants, (11) Work-skills and competency-building initiatives, (12) Coaching & Mentoring system, and (13) Monitoring and evaluation framework for assessing work performance.

The Impact of Social Media Usage on Political Efficacy and Political Participation of Generation Y and Z in Thailand

Veerasak Jinarat — 2024-06-30

The utilization of social media usage for developing political efficacy and political participation of generation Y, Z, is necessarily and continuously developed for enhance voting activities. Consequently, the researcher collected the sample of 156 respondents of the people, 18 – 41 years of age in Thailand. The data was analyze by multi-regression analysis. The results revealed that the components of social media usage such as election, sharing, and comment predicted significantly to political efficacy, at R² = .23, .10 and .06, respectively, F = 36.535 (Sig .000). Moreover, the results also contributed that internal political efficacy predicted significantly to political participation at R²= .13 (Sig .000). Meanwhile, external political efficacy predicted significantly to political participation at R² = .38 (Sig .00). These two components of political efficacy predicted simultaneously and significantly to political participation at R² = .24, accumulation error = .79, F = 247.46 (Sig .000).

Factors Influencing Logistics Service Business for Improving The 20- Years Performance National Strategies Plan

Wanlop Rathachatranont — 2024-06-30

The objectives of this research were: 1). To study the innovation level of the organization, management, logistics, and brand value of the organization and operating results of logistics service businesses in Thailand. 2). to study the causal relationships between organizational innovation, logistics management, and organizational brand values. 3). to verify the causal relationship between organizational innovation, logistics management, and organizational brand. The sample group is high-level executives and above in Thailand's logistics service companies that passed the standard, totaling 372 people/company. The research instrument was a questionnaire. Data were analyzed using structural equation modeling.

The results of the study found that overall, the sample group had an opinion on organizational innovation at a high level ( = 3.91), has an opinion on logistics management at a high level ( = 4.02), has an opinion on the brand value of the organization at a high level. ( = 3.98) The sample group has a high level of opinion on the performance of the organization ( = 3.92). Analysis of the relationship between the variables of management, logistics, and brand value of the organization, and organizational performance of 11 variables. It was found that all variables had a positive relationship in the same direction. The correlation coefficient was between 0.200 and 0.731 and the relationship was at a low to high level. Structural equation simulation models have index values. Statistical consistency ²/df =1.34, p =0.09, CFI =0.97, TLI =0.96, GFI =0.94, AGFI =0.98 which is greater than 0.900, RMSEA =0.05 which is less than 0.08 and RMR =0.01 which is smaller than 0.05, so it can be concluded that the model is consistent with the empirical data and is consistent with the research hypotheses that have been established. Logistics management has a direct influence on the performance of the logistics service business. Logistics management in Thailand has an indirect influence on the performance of logistics service businesses in Thailand through the brand value of the organization.