Arts of Management Journal

An Integrated Model of Factors Affecting Consumer Sport Brand Loyalty in Thailand in the Digital Era

Chamaiporn Kanjanapan — 2026-02-28

This research aimed to (1) investigate the levels of digital marketing factors, brand image and credibility, customer experience and engagement, psychological and motivational factors, and sport brand loyalty among Thai consumers; and (2) examine the causal relationships among these variables. While previous studies have examined these factors in isolation, this research addresses a gap by developing an integrated model that combines the Stimulus-Organism-Response (S-O-R) framework with Self-Determination Theory (SDT) in the Thai sports industry. The sample consisted of 400 consumers who had purchased sports brand products in Thailand at least twice within the past six months, selected via purposive sampling. Data were analyzed using multiple linear regression. The results revealed that Brand Image and Credibility had the most substantial positive effect on loyalty (β = 0.356, p < .001), followed by Customer Experience and Engagement (β = 0.278, p < .01). Psychological and Motivational Factors (β = 0.241, p < .05) and Digital Marketing Factors (β = 0.214, p < .01) also significantly contributed to the model. The combined factors explained 67.4% of the variance in sport brand loyalty (Adjusted R² = 0.674). The findings indicate that while digital marketing initiates interaction, credibility and psychological fulfillment are the primary drivers of retention. Managerial implication: Sport brands should prioritize building authenticity and trust over mere digital exposure to ensure long-term loyalty.

Research on Incentive Factors for R&D Personnel of Chinese Self-owned Brand Automobiles

Tengjiao Hong — 2026-02-28

The automotive industry is a talent, technology, capital, and resource-intensive industry, with talent ranking first. A stable and harmonious internal relationship within a technical R&D team not only enhances the cohesion of the entire team but also ensures the efficient operation of the organization. Therefore, how to attract and retain excellent technical R&D talents is a constantly evolving and important topic in management practice and theoretical research. This paper conducts research from four aspects: incentive theory, characteristics and turnover reasons of technical employees, demand for technical R&D personnel in Chinese self-owned brand automobiles, and incentive measures to improve job satisfaction and retention rate of technical employees. The research team followed strict theoretical paradigms such as incentive theory, and internal marketing, and adopted a qualitative research method combining literature review, interviews, and grounded theory to collect and organize data. The research results indicate that technical R&D personnel in Chinese self-owned brand automobiles possess high levels of professional expertise, have strong self-motivation and self-actualization desires, enjoy challenging and fulfilling tasks, and aspire to acquire more professional knowledge and skills in practical work to enhance their professional proficiency. They value internal recognition more and are not satisfied with general salary incentives. Employees with shorter years of experience mentioned more requirements regarding salary and benefits. Based on the research team's reflections and summaries from engaging in technical R&D and technical team management in the automotive industry, practical incentive methods and measures for technical R&D personnel in Chinese self-owned brand automobiles are proposed, with the aim of fully stimulating the subjective initiative and innovation ability of technical R&D personnel and contributing to the sustainable development of Chinese self-owned brand automobiles.

Visual Elements and Symbolic Meaning in Puxian Opera Facial Makeup: A Peircean Semiotic Analysis

Xinyi Cai — 2026-02-28

As a living remnant of Southern Opera traditions from the Song and Yuan dynasties, Puxian Opera preserves distinctive performance conventions and visual systems. Facial makeup forms a structured visual language of color, form, and line, embedding regional belief, ethical symbolism, and aesthetic consciousness. Despite its status as intangible cultural heritage, its visual-symbolic mechanisms remain under-theorized, particularly regarding how meaning is generated in ritual and theatrical contexts. This study adopts a qualitative design grounded in Peirce’s icon–index–symbol framework. Data include textual analysis of opera scripts and archives, fieldwork in Putian, 12 semi-structured interviews, and observation of three live performances. Materials were thematically coded and semiotically mapped to examine meaning construction. Findings offer three contributions: a typology of chromatic, morphological, and linear elements; a semiotic mapping model explaining layered sign functions; and an interpretive framework showing that meaning is dynamically reconstructed through narrative context and audience reception. Sustainable preservation, the study argues, requires digital reconstruction and multimodal dissemination, though broader comparative research remains needed.

The Impact of Social Media on the Travel Intention to Chongqing among Thai Tourists

Ming Li — 2026-02-28

This research aimed to: (1) examine the behavior of Thai tourists in receiving tourism-related information through social media; (2) investigate their decision-making regarding traveling to Chongqing, China; (3) Study the differences between personal factors and the decision to visit Chongqing; and (4) explore the influence of social media on the decision to visit Chongqing, China. This research employed a quantitative approach. The research instrument used for data collection was a questionnaire. The sample consisted of 400 Thai tourists aged 20 years and above who actively used social media, 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; This research employed a quantitative approach. Data were collected through a questionnaire. The sample consisted of 400 Thai tourists aged 20 years and above who actively used social media, A purposive sampling method was employed, targeting Thai tourists aged 20 years and above who actively used social media. Data were analyzed using frequency, mean, standard deviation, t-test, F-test, and multiple regression analysis. The research results were as follows: 1. The overall behavior of Thai tourists in receiving information about Chongqing was at a high level. When considering each dimension. The item with the highest average score showed that information exposure. 2. The overall level of decision to travel to Chongqing was also at a high level. Among the dimensions, the highest mean score was found in travel readiness. 3. Sample groups with different occupations and average monthly incomes made different decisions about visiting Chongqing, China., and 4. The dimensions of information selection and exposure, as well as perceived benefits of tourism, were found to have a significant influence on the decision of Thai tourists to travel to Chongqing, China.

The Effects of Online Physical Education Management on Enhancing Physical Fitness for Health in Terms of Cardiovascular and Respiratory Endurance of Undergraduate Students

Manatsawi Kaeduang — 2026-02-28

This Article aimed to compare the average scores of physical fitness for health in terms of cardiovascular and respiratory endurance before and after taking online physical education courses among undergraduate students. The research employed a quasi-experimental design using a one-group pretest–posttest design. The sample consisted of 221 undergraduate students enrolled in an online course titled Sports and Recreation for Health, selected through simple random sampling. The experimental instrument was an online physical education learning package. Data were collected using a physical fitness test, namely the 3-minute step-up and step-down test. The statistical analyses included Mean, Standard Deviation, and a Paired-sample t-test. The results indicated that the mean scores of health-related physical fitness in terms of cardiovascular and respiratory endurance after participating in online physical education were significantly higher than those before the intervention at the .05 level. For male students, the mean pretest and posttest scores were 2.28 and 2.96, respectively. For female students, the mean pretest and posttest scores were 2.61 and 3.03, respectively.

The Influence of Digital Service Quality on Competitive Advantage of Three-Star Hotels in Upper Northern Thailand

Kanokporn Srivichai — 2026-02-28

This article aimed to (1) examine the levels of customers’ perceptions of digital service quality and competitive advantage of three-star hotels in the Upper Northern region of Thailand, and (2) investigate the influence of digital service quality on competitive advantage in the same context. This study employed a quantitative research design. The sample consisted of 288 executives or owners of three-star hotels operating in the Upper Northern region of Thailand, selected through stratified random sampling based on provincial distribution. The research instrument was a structured questionnaire developed from relevant theoretical frameworks and prior empirical studies. The instrument was examined for content validity by experts and tested for reliability in accordance with accepted statistical criteria. Data were analyzed using descriptive statistics, including mean and standard deviation, and inferential statistics through multiple regression analysis. The results showed that: 1) The overall levels of digital service quality and competitive advantage, as perceived by hotel executives and owners, were at the highest level. All four dimensions of digital service quality online customer service, guest experience, security and privacy, and responsiveness and flexibility were rated at the highest level. 2) The results of multiple regression analysis indicated that all four dimensions of digital service quality had positive effects on competitive advantage, with statistical significance at the 0.05 level. Among these dimensions, security and privacy demonstrated the highest influence.

Challenges and Administrative Conditions of Academic Divisions in Private Islamic Schools, Nonthaburi Province

Muhammadsiroj Jaroensuk — 2026-02-28

This article aimed to study the conditions and problems of administration in the academic divisions in private Islamic schools in Nonthaburi Province, employed quantitative research from 178 samples of administrators and teachers. The instrument for collecting data was an online questionnaire. Data were analyzed using descriptive statistics: frequency, percentage, mean, and standard deviation. The research results found that 1) The overall academic administration is at an excellent level (mean score 4.23), with more than 84.8% of respondents expressing high agreement. This reflects that stakeholders perceive and assess the overall academic administration as being carried out effectively. However, the item with the lowest score is “the Islamic studies curriculum aligns with the national core curriculum,” with only 76.4% agreeing at a high to very high level. This indicates that the integration between religious and secular subjects remains a major challenge that requires resolution. 2) Beneath the broad satisfaction, deeper challenges are revealed, particularly regarding the “incongruence between the Islamic studies curriculum and the national core curriculum.” This issue reflects the tension between religious identity and the state’s standardized framework. This study not only diagnoses the problem but also proposes the “BALANCED Model,” an integrative management framework that harmonizes curriculum, instruction, and assessment with a learner-centered approach. These findings are valuable not only for the development of Islamic education in urban areas like Nonthaburi but also serve as a reference for policy adaptation at the macro level in Thailand.

Perceptions and Experiences of Local Administrative Officials Regarding the Integration of Artificial Intelligence in Public Service Delivery

Sujittra Panpum — 2026-02-28

This research aims to investigate the perceptions and experiences of Local Administrative Organization (LAO) officials regarding the integration of Artificial Intelligence (AI) into public service delivery. Employing a qualitative research methodology, data were collected through in-depth interviews with 18 key informants from LAOs in Chonburi Province. Thematic analysis was utilized for data interpretation. The findings reveal that officials’ perceptions of AI are dichotomous: while there are high expectations regarding AI’s potential to enhance efficiency and transparency, there is significant anxiety concerning job security and technological displacement. Furthermore, officials’ direct experience with AI remains very limited, highlighting a substantial gap between policy and practice. The primary structural barriers to AI integration include budget constraints, a shortage of technical experts, and insufficient support from the central government. The study suggests that future success hinges on two critical factors: strong executive commitment and systematic workforce skill development. This research recommends that the central government develop specialized AI strategies and platforms for local authorities, while LAO executives must lead the transformation through small-scale pilot projects to foster organizational acceptance and collective learning.

Developing Temple Management Competencies among Monk Administrators in Bangna District, Bangkok

Phramaha Thanaphum Potumta — 2026-02-28

This research aimed to:1) Examine the temple management competencies of monk administrators in Bang Na District, Bangkok 2) Study factors affecting the temple management competencies, and 3) Develop a model for developing temple management competencies. A mixed-methods design combining quantitative and qualitative approaches was employed. The population comprised 253 Buddhist monks residing in Bang Na District. The sample size, calculated using Taro Yamane’s formula, was 155 monks. Key informants consisted of 20 participants: 16 monk administrators and 4 chairpersons of temple lay committees in Bang Na District. Two research instruments were used: 1) a questionnaire, with data analyzed using frequency, percentage, mean, standard deviation, F-test, and Pearson’s correlation, and 2) A semi-structured interview, with data analyzed through content analysis using triangulation. The findings showed that: 1) The temple management competencies of monk administrators in Bang Na District, Bangkok, were overall at a high level. When considering each aspect, it was found that the personnel management gained the highest average, followed by coordination, budgeting, managing the organization, planning, and controlling, respectively. 2) The factors affecting temple management competencies were, overall, at a high level.When considering each aspect, the highest mean was leadership, followed by attitude, motivation, skills, and knowledge, respectively, and 3) The model for developing temple management competencies should emphasize: 3.1) Continuous awareness of globalization, 3.2) Clear delineation of roles and responsibilities, 3.3) Cultivating high-value personnel, 3.4) Being role models, 3.5) Building partnership networks, and 3.6) Professional management of donated assets.

Leadership Model for Administrators in Educational Institutions under the Office of the Vocational Education Commission in the Eastern Region of Thailand

Bhadeerath Thitiwidpuwaseth — 2026-02-28

The purposes of this research were to: (1) analyze the components of leadership among educational administrators under the Office of the Vocational Education Commission in the Eastern Region of Thailand; (2) examine the level of leadership of these educational administrators; and (3) develop a leadership development model for educational administrators under the Office of the Vocational Education Commission in the Eastern Region of Thailand. This study employed a mixed-methods research design. For the quantitative phase, the sample consisted of 300 educational administrators under the Office of the Vocational Education Commission in the Eastern Region of Thailand, selected through multi-stage sampling. Data were collected using a five-point Likert scale questionnaire and analyzed using descriptive statistics, including mean and standard deviation, as well as structural equation modeling (SEM). For the qualitative phase, the target group comprised 30 experts. Data were collected through in-depth interviews and analyzed using content analysis techniques. The findings revealed that: (1) leadership of educational administrators under the Office of the Vocational Education Commission in the Eastern Region of Thailand consisted of five components: developmental vision, adaptability, personnel empowerment, educational innovation leadership, and communication for transformational change. The standardized factor loadings ranged from 0.91 to 0.98; (2) the overall level of leadership was at a high level, with a mean score of 4.37; and (3) the PPAII Model comprised five implementation plans: government support and central policy alignment, development of specialized curricula for vocational education administrators, training and specialized programs provided by professional organizations, holistic strategic development, and continuous evaluation and improvement.

A Comparative Study of Academic Administration in Schools under the Office of the Private Education Commission in Phetchaburi Province Based on Buddhist, Islamic, and Christian Approaches

Akrom Moungouming — 2026-02-28

This study aimed to (1) examine academic administration in private schools based on Buddhist, Islamic, and Christian approaches, and (2) compare academic administration among schools operating under different religious approaches in Phetchaburi Province. The research sample consisted of 30 social studies teachers and 9 key informants from one Buddhist, one Islamic, and one Christian school. A mixed-methods design was employed, using questionnaires for quantitative data and structured interviews for qualitative data. Quantitative data were analyzed using descriptive and inferential statistics (One-Way ANOVA, t-test), while qualitative data were analyzed using content analysis. The results revealed that academic administration in all four dimensions—academic planning, instructional management, supervision and follow-up, and measurement and evaluation—was rated at a high level (mean scores above 4.50 out of 5), p>0.05. However, qualitative findings showed clear distinctions in underlying philosophies, methods of religious integration, and specific practices according to each religion’s identity. This study highlights the phenomenon of similarity in structure but differences in substance and meaning.

Work Motivation of Employees at CEPS Corporation (Thailand) Co., Ltd.

Nuntaporn Suyasunanonda — 2026-02-28

This research aimed to (1) study the level of Work Motivation of Employees at CEPS Corporation (Thailand) Co., Ltd., and (2) compare motivation levels across demographic factors, including gender, age, marital status, education level, and monthly income. The study employed a quantitative research approach, using a questionnaire as the main instrument for data collection. The population comprised 412 employees, with a sample of 203 selected through accidental sampling, proportionally consisting of 139 males and 64 females. The questionnaire demonstrated a reliability coefficient (Cronbach’s Alpha) of 0.88. Data analysis was conducted using descriptive statistics—percentage, mean, and standard deviation—and inferential statistics, including t-test and One-Way ANOVA, to test for significant differences between groups. Findings revealed that the overall motivation level of employees was high. The highest mean score was in the aspect of work content, followed by relationships with colleagues, relationships with supervisors, work environment, learning and development opportunities, advancement opportunities, and remuneration, respectively. Hypothesis testing indicated statistically significant differences in certain motivational aspects when classified by gender, age, marital status, education level, and monthly income, while other aspects showed no significant difference.

Student Guardains’s Expectation of Academic Affair Administration Withayanukro School, Thungyai District, Nnkhornsrithammarat Province

Saksit Khattiyasuwan — 2026-02-28

The purpose of this research was to study and compare the expectations of parents of Grade 2 students regarding academic administration at Vittayanukroah School, Thung Yai district, Nakhon Si Thammarat province, classified by gender, age, and educational level. The sample consisted of 95 parents of Grade 2 students at Vittayanukroah School, Thung Yai district, Nakhon Si Thammarat province. The sample was selected using a simple random sampling technique, as specified in the sample size table presented by Krejcie and Morgan. The research instrument
was a questionnaire. Statistics used for data analysis included percentages, means, standard deviations, and t-tests. The results revealed that: 1. The expectations of parents of Grade 2 students regarding academic administration at Vittayanukroah School, Thung Yai district, Nakhon Si Thammarat province were high overall (= 4.32). When considering each aspect, they were high in all aspects. The mean scores, ranked from highest to lowest, were: Measurement and Evaluation of Teaching and Learning (= 4.38), Curriculum Organization and Implementation ( = 4.34), Use of Teaching Media ( = 4.34), Student development activities ( = 4.31), Instructional Supervision ( = 4.27), and Teaching personnel development (= 4.24), respectively. 2. The expectations of parents of Grade 2 students regarding academic administration at Vittayanukroah School, Thung Yai district, Nakhon Si Thammarat province, regardless of gender, age, and educational level, were not significantly different overall.

Communication disability in Film Media

Urapong Patkachar — 2026-02-28

This literature review article aims to examine the representation of disability in film and to analyze the impact of portrayals of persons with disabilities on social perceptions and attitudes. It seeks to understand how film, as a powerful narrative medium, shapes meanings and constructs social understandings of disability. The study employs a literature review methodology, drawing upon research studies, academic documents, and related scholarly articles from both domestic and international sources. The analysis focuses on issues of representation, stereotyping, stigmatization, and conceptual frameworks that associate disability with suffering or deficiency. These perspectives are synthesized to identify key trends, patterns, and the broader social impacts of disability representation in film. The findings indicate that many film portrayals of disability continue to reflect stereotypes and misconceptions, which influence public perceptions, attitudes, and social interactions with persons with disabilities. Such representations also shape public discourse and policy directions at the societal level. In many cases, these portrayals reinforce discrimination and social exclusion. Therefore, media representation of disability constitutes a critical issue that requires careful attention and reflection within Thai society. Depictions of disability in the media should strive to promote equality and non-discrimination, while emphasizing shared humanity without exaggeration or sensationalism.

Experience Design of Participatory Music Festivals Based on Generational Characteristics

Pattamon Kumnuanek — 2026-02-28

This academic article aimed to analyze and propose approaches for designing participatory experiences in music festivals, considering the behaviors, expectations, and motivations of consumers across Generation X, Generation Y, and Generation Z within the frameworks of the experience economy and co-creation of experiences. The study employed a literature review methodology, encompassing theoretical concepts of festival experiences, the consumer journey in music festival contexts, and behavioral patterns of each generational group. The analysis revealed that Generation X prioritizes event quality and convenience; Generation Y emphasizes emotionally meaningful experiences and digital engagement; while Generation Z values authenticity, sustainability, and instantly shareable content. This article proposes experience design strategies throughout the consumer journey pre-event, on-event, and post-event stages that festival organizers can apply to enhance value and create effective engagement aligned with the characteristics and expectations of each generation.