Journal of Arts Management

Soft Power and Thailand’s Cultural Selling Points

Worakamon Vongstapanalert — 2024-03-31

This academic article aims to study “Soft Power” in Thai culture, focusing on the 5F+2 aspects: F1-Food, F2-Film, F3-Fashion, F4-Fighting (traditional Thai martial arts), F5-Festival, as well as two additional topics: "Performing Arts" and " Legends, Beliefs, and Cultural Heritage." The objective is to present strategies for developing and enhancing Thailand's soft power potential. The methodology involved gathering and analyzing data through documentary analysis of soft power-related news obtained from credible online sources between the years 2023 and 2024. The findings suggest that to leverage soft power as a selling point of Thai culture and to increase its economic value, mechanisms for developing strategies at both systemic and industrial levels, as well as for individuals, are essential. Proactive foreign policies and consistent efforts to integrate hard power and soft power are necessary to create smart power. This requires cooperation among the government, private sector, and civil society aligned with the same direction to promote and experience sustainable economic growth in Thailand.

Increasing Agro-ecotourism Potential as a Learning Resource in Suphan Buri Province

Yutthapong Leelakitpaisarn — 2024-03-31

Development guidelines that are appropriate to the overall context of agro-ecotourism as a learning resource in Suphanburi Province can be classified into four approaches. The first guideline is setting a plan for developing agro-ecotourism as a learning resource in Suphanburi Province in both short-term and long-term in order to drive continuously and for the clarification of the various activities’ arrangements. The second guideline is setting the route of tourism clearly, providing a city plan for tourism, and specifying important tourism landmarks to create the tourist attraction’s identity. These could help the tourists realize the details of the characteristics, area size, and the appropriate visit time of tourist attractions. The third guideline is promoting participation roles because strengthening collaboration is like the main key engine in setting the direction frame and driving the management dynamic beneficially. In addition, this can force the integration of various organizations to upgrade tourist attractions to be learning resources. The fourth guideline is to determine the important information technology for tourism, such as weather information, area geography, etc., that will be useful in travel planning for tourists and for farmers in that area. According to all four guidelines, the agro-ecotourism destinations will be ready to be learning resources. In addition, the tourist destinations’ potential will motivate and encourage the tourists to travel. This will increase the income for farmers and create jobs for local people and households with these learning resources. In addition, increasing the agro-ecotourism potential as a learning resource in Suphanburi Province can create the value of tourist attractions and sustainability in tourism and increase the value of the economy and society in Suphanburi Province as well.

A Review of Management Guidelines of Environmentally Friendly Hotel

Sirinthra Sungthong — 2024-03-31

An approach to hotel management that is environmentally friendly must have elements in many aspects, such as green hotel management factors that are guidelines for environmental preservation. Most hotels focused on planning for space usage, such as reducing the use of resources, reducing costs, and saving energy. This study aimed to review the management guidelines of environmentally friendly hotel. According to the study, it was found that successful hotels are green hotels that are friendly to the environment. Most of them start with the support and participation of business owners, entrepreneurs, consumers, local people, people in the community, and the government to promote environmental conservation, organizing training for personnel, and the participation of all sectors in thinking together and supporting activities to reduce resource use and have a good attitude towards environmental conservation. However, the hotel business's success in environmental management depends on management. Participation using environmental conservation policies and criteria as indicators in various forms, such as environmentally friendly services, personnel development, and procurement side management. There is even environmental and energy management, which are reuse, reduce, and recycle, which is in line with the criteria so that the hotel can be efficient and have good standards in the future. This is considered an important indicator of a green hotel that preserves the environment in a sustainable manner. The result of this study will be beneficial to all sectors. Especially in the hotel business sector, applying the results of the study to planning environmental management in hotels and creating a new attitude for personnel by paying attention to the importance of and reviewing environmental practices. along with providing quality service.

Marketing Communication of Entrepreneurs in Digital Disruption Era

Pramkamon Kajonjatupon — 2024-03-31

The article aimed to study the marketing communication of entrepreneurs in the digital disruption era. Evolving technology has affected lives, including occupational and business operations, which require adaptation. This article studied entrepreneurial marketing communication in the era of digital disruption. Digital technology has forced entrepreneurs to find innovative ways to communicate with customers. Customer communication channels and building relationships between companies and consumers have been facilitated by digital technology. Digital disruption has altered entrepreneurial business methods and interactions. Print media is being replaced by digitally presented content, obliging entrepreneurs to adapt to technological changes to match the competition. Companies not using digital technology in their work processes may be hindered, as traditional marketing methods may be inadequate for communicating with target audiences. Therefore, many businesses have established digital channels to provide customer service and support changing consumer behavior. To differentiate themselves from market leaders and competitors, social tracking is also used to measure consumer opinions on social media in place of traditional surveys.

Management Guidelines to Increase the Performance of Railway Construction Workers in Thailand

Apisit Savangprom — 2024-03-31

The objectives of this research were to: 1) study the conditions and problems of the competency of workers in railway construction in Thailand; 2) study the competency of workers in railway construction in Thailand; 3) compare the differences between the competency of workers in railway construction in Thailand classified by organizational characteristics factors; 4) study the factors affecting the competency of workers in railway construction in Thailand; and 5) present the guidelines for management to enhance the competency of workers in railway construction in Thailand. The sample group included the supervisory managers of railway construction contractors in Thailand, a total of 400 people, and key informants that consisted of academics and railway construction labor administrators, a total of 19 people. Data were analyzed using descriptive statistics, one-way ANOVA, and MRA. The results found that 1. the railway system has a shortage of workers with specific skills in railway work, both quantitatively and qualitatively. 2. The workers overall performance is at a high level., it was found that there is labor development. Overall, it is at a high level, and it has a high level of labor management to a large extent as well. 3. Workers in belonging to companies with experience in rail work and companies that have organized their own railway training programs in the past five years have different opinions about their ability to work in railway construction. Significantly at the .01 and .05 levels. 4. All labor development factors are able to jointly explain the competency of railway construction workers at 50.90 percent and every labor management factor, together, can explain the competency of railway construction workers at 34.30 percent. and 5. The guidelines for management to increase the performance of railway construction workers includes organizing training in specific skills and networking with entrepreneurs.

The Canonical Correlation Analysis of Technology Acceptance KASETTRACT and Members' Usage Intentions of Brackish Water Durian from Mega Farm Enterprise

Nalinee Chanamool — 2024-03-31

The purpose of this study was to analyze the canonical relationship of technology acceptance and intention to use KASETTRACK application technology including to study the problems and obstacles to numbers use of KASETTRACK. There is mixed methods research, the respondents included 50 members of Brackish water durian mega farm enterprise to in-depth interviews and to focus on groups of 15 persons which is from Pearson correlation statistics and canonical correlation method. The results showed that there was a correlation between the set of canonical variables of technology acceptance and intention to use (Rc) = 0.90085, the weight of the variable set of technology acceptance is between 0.05294 – 0.07181 and the weight of the variable set of technology intention is between 0.00488 – 0.17694. The management approach is that the promotion organization and the Group Chairman should continuously monitor the usage of KASETTRACK application technology among members to acknowledge problems/ obstacles in use and discover that it should be integrated with relevant agencies. The group members were engaged in educating, training, technology transferring and monitoring the utilization of information to mitigate the obstacles or (critical points) concerns that will be affected an acceptance and intention to use the technology. Objective is to encourage the members for continuing utilization of the technology.

An Intelligent Academic Advisor Chatbot Model

Wanwipa Titthasiri — 2024-03-31

This article aimed to (1) propose a pilot study of an intelligent academic advisor chat bot for Computer Science undergraduate students at Rangsit University; (2) increase the efficiency of giving advice to students through an intelligent automatic conversation system; and (3) bring artificial intelligence technology to support educational administration. This chatbot system provides effective advice in all aspects, including academic, social, and all-routine living life, for students as a human advisor. The research methodology was developmental research, composed of two parts. The first part was to develop a system of intelligent advisor chatbots and web applications for managing databases. Dialog flow, line developers, and Firebase were used as tools in this pilot system development. The second part was designed to evaluate the system’s performance. The proposed prototype of an academic intelligent advisor chatbot system was tested with 405 target computer science students. Responses were collected from 201 samples, based on Yamene. The research results were found as follows: (1) The system could give natural responses like human advice to all students in the Computer Science department at Rangsit University. (2) The students reported satisfaction, speed, and effectiveness of usage. (3) This system was developed under the technology of artificial intelligence to support academic administration—as an academic advisor in particular. The researchers believed that this proposed prototype of an academic intelligence advisor chatbot would actually be usable in determining the best way to provide efficiency and effective academic advice for students and for a wide range of usage in future studies.

Identity Creating and Community Products Development to Combine Cultural Tourism Routes of Tai-Khrang (Lao Khrang) Ethnic Group in Nakhon Sawan Province

Thanida Jomyim — 2024-03-31

This research study aims to investigate and develop cultural tourism for the Tai-Khrang (Lao Khrang) ethnic group in Nakhon Sawan Province, Thailand. The study employed a mixed-methods approach, utilizing both quantitative and qualitative research methods. Data was collected through questionnaires and in-depth interviews with tourism experts. Descriptive statistics, including frequency, percentage, mean, standard deviation, t-test, and content analysis, were used to analyze the data. The research findings revealed that training on identity and community product development had a statistically significant relationship. Guidelines for stakeholder participation in sustainable community cultural tourism development were proposed. Cultural tourism routes were classified into main and secondary routes. The training results for young tour guides were at a high level. The study recommends developing community products, promoting stakeholder participation, enhancing cultural tourism routes, and continuously developing the potential of young tour guides. In conclusion, the development of cultural tourism requires cooperation from all sectors, including the government, private sector, communities, and tourists. This research study serves as an important starting point for sustainable tourism development, which benefits all parties involved.

Management to Increase the Effectiveness of Palliative Care for Cancer Patients

Kanta Kosoom — 2024-03-31

The objectives of this study were to: 1) analyze the current conditions of palliative care for cancer patients; 2) study the expected and actual effectiveness of palliative care for cancer patients; 3) study the organizational characteristics affecting the effectiveness of palliative care for cancer patients; 4) study the characteristics of patient care and the readiness of management factors affecting the effectiveness of palliative care for cancer patients; and 5) analyze and suggest the guidelines for the management to increase the effectiveness of palliative treatment of cancer patients. Quantitative data was collected from doctors, nurses, and personnel who were responsible for palliative care for cancer patients, for a total of 558 people. In addition, qualitative data were collected from key informants among a total of 20 people. The data was analyzed using descriptive statistics, ANOVA and multiple regression analysis.

The results revealed the following: 1) The condition of palliative care for cancer patients in overall, which was a clear policy and sufficient budget for management. 2) Current effectiveness of care and treatment and expected effectiveness. 3) The effectiveness of palliative care for cancer patients by organizational characteristics was not significantly different. 4) The factors of care characteristics and the availability of management factors together can explain the overall effectiveness of palliative care for cancer patients at 59.90%. 5) The 4 guidelines for the management to increase their effectiveness were 1) creating specialized unit for the cancer patients palliative care, 2) creating the team working process, 3) enhancing the palliative care process knowledge for the stakeholder, cancer patients and their relatives, as well as 4) creating the system and mechanism involved the stakeholder quality of life.

Robotic Process Automation Implementation in Financial Accounting Segment of Business Organizations in Thailand

Poramin Ngamrabiab — 2024-03-31

This article aimed to study 1) the influence of social impact on intentions to use RPA software. 2) the influence of a supportive organizational environment on the intention to use RPA software. 3) the influence of social impact on intention to use RPA through a supportive organizational environment. 4) the influence of social impact and a supportive organizational environment on the usage of RPA in the financial accounting work section through intention to use RPA. The sample consisted of 167 members of the RPA services company's client in Thailand who had previously used or are currently using RPA software. They were selected by the purposive method. Data was collected via a mailing questionnaire and online questioning. Data analysis statistics included frequency, percentages, mean, standard deviations, quality indicators, and structural models.

According to the study's findings, 1) social impact has a statistically significant positive influence on the supportive organizational environment at the level of 0.000. 2) A supportive organizational environment has a statistically significant positive influence on the intention to use RPA software. 3) Social impact has a statistically significant positive influence on intention to use RPA through a supportive organizational environment. 4) Social impacts and a supportive organizational environment have a statistically significant positive influence on the usage of RPA in the financial accounting work section through intention to use RPA at the level of 0.000.

Knowledge of Occupational Skills of Youth Based on Community Identity with Royal Science, Island Area, Satun Province

Rungchatchadaporn Vehachart — 2024-03-31

This research aims to 1) study the knowledge and occupational skills of youth based on community identity with royal science, the island area, and Satun Province, and 2) study the process of developing the occupational skills of the youth. This qualitative research determines the main group of qualitative informants by purposive selection in 11 communities in the island area, Satun Province. It is a field study conducted to study the wisdom and knowledge in the community that can lead to the development of occupational skills that are the identity of the community, according to King's science. An in-depth interview was carried out with representatives of villagers in 11 communities, with 2 representatives from each community (totaling 22 participants), along with a focus group discussion with community leaders to organize the knowledge system of vocational skills and study the needs of the process of developing the vocational skills of youth. Qualitative data analysis was performed using content analysis.

The research findings revealed that 1) the study of knowledge and occupational skills of youth based on community identity with royal science in the Satun Province island area in connection with community context, community identity, local wisdom, and living problems led to the identification of three main occupational groups: 1) product production utilizing local resources; 2) fishermen; and 3) tourism. These occupational groups reflect the local identity and culture of the island community and are integral to their way of life; and 2) the results of the study of the process of developing the vocational skills of youth based on community identity with royal science in the island area Satun Province. Knowledge management using the community as a base consists of four steps: 1) determine knowledge connection issues; 2) gather in groups to extract lessons and exchange knowledge; 3) summarize knowledge; and 4) transfer knowledge back to the community.

Feasibility Study of Establishing Diamond and Gemstone Bourse in Thailand

Chackrit Duangphastra — 2024-03-31

This article aimed to: 1) study significant conditions impacting the operations of the organized market and the best practices of various countries in managing diamond and gemstone bourses. 2) conduct a feasibility study of establishing diamond and gemstone bourses in Thailand, and 3) propose a driving plan to develop diamond and gemstone bourses in Thailand. This research used qualitative methods and content analysis by collecting data from field surveys in Thailand and overseas and arranging focus groups comprising representatives from relevant private and public sectors to obtain a common conclusion.

The research result found that Thailand has great potential to develop the diamond bourse, especially in Bangrak District, by differentiating itself from other bourses by offering trading of certified and origin-proven diamond and colored stones, arranging auctions in controlled security systems, recording incoming and outgoing tradable products, and taxing properly remitting them, and having good governance, as well as having government agencies related to trading and trade facilitation stationed in the established bourse. Revenues earned from managing bourses are generated from membership fees, commission fees from diamond and gemstone auctions, training, and other marketing promotion activities. Driving the establishment of diamond and gemstone bourses in Thailand requires the support of the Ministry of Commerce and the World Federation of Diamond Bourses.

The Readiness for Development Phuket as a World-Class Wellness Tourism Destination

Kanyapat Pattanapokinsakul — 2024-03-31

Wellness tourism is one of the key target industries for Asia's economic growth, which is a rapidly growing trend in the world travel industry, with many people seeking out destinations and experiences that promote health and well-being. Little research has been done on developing a world-class wellness tourist destination, especially in Phuket province. By applying tourism elements (10As) to identify the potential of wellness tourism. The objective of this research was 1) To identify the potential for developing Phuket wellness tourism to become a world-class wellness tourism destination. 2) To explore the guidelines for developing Phuket wellness tourism to become a world-class wellness tourism destination. The sample size was conducted with 16 participants from three sectors: the public sector, the private sector, and the academic sector who have working experience for 5 years or over 5 years in wellness tourism and hospitality business in Phuket through an in-depth interview. The result of this study concluded that Phuket has a strong potential for tourism elements (10As). However, high-quality wellness manpower and management systems (2M) are also key for success to improving in terms of specific wellness knowledge and practice, wellness service standards, and innovation for wellness tourism management systems. The results also revealed that the development of a world-class wellness travel destination in Phuket has a high ability to continuously develop to become a healthy city in the future by applying a multidisciplinary approach that should focus on people, facilities, and health criteria.

The Guidelines for Developing the Cultural Tourism According to the Strategic Development Plan of Sakon Nakhon Province

Chompoonoot Somsaen — 2024-03-31

This research aims to determine guidelines for the development of cultural tourism according to the strategic development plan of Sakon Nakhon Province. This study is qualitative research. The sample group comprises 22 individuals engaged in tourism at cultural tourist attractions in Sakon Nakhon Province, including representatives from the government, private, and public sectors, assembled through a focus group discussion process.

The results of the study are presented as follows: For the product, the identities of tourist attractions should be created. Tourist attractions should be linked. Opportunities for tourists to participate in tourism activities should be provided. For the price, prices should be appropriately set to the quality of products and services. Prices of products and services should be clearly notified. For the distribution channel, more distribution channels should be increased. Maps recommending tourist attractions should be provided. Tourist attractions should be accessed. For the sales promotion, interesting media should be created. Advertising and public relations channels, online and offline, should be increased. Special price promotions for the off-season should be organized. Trainings for personnel involved in tourism should be conducted, and they should be ready to serve tourists in every aspect. For the process, service procedures should be developed systematically and concretely. Safety should be provided, and for the physical characteristic, landscapes should be improved with local identity. The information obtained is highly valuable for supporting and promoting cultural tourism in Sakon Nakhon Province. Relevant agencies can disseminate this information or further develop it to maximize its benefits for tourism in the province.

The Guidelines for Business Operation Development in the Digital Age of the Film and Video Industries in Thailand

Waranya Dathpong — 2024-03-31

The research on the guidelines for business operation development in the digital age of the film and video industries in Thailand has the following objectives: 1) To study the factors influencing the development of business operations in the digital age of the film and video industries in Thailand. 2) To create a structural equation model of the factors influencing the development of business operations in the digital age of the film and video industries in Thailand. The study focuses on a sample group of business entrepreneurs in film and video production activities, consisting of 400 companies. The data is analyzed using structural equation modeling. The research adopts a mixed-methods approach, combining quantitative and qualitative methods. The research tools include questionnaires and in-depth interviews. The quantitative research found that: 1) Six factors, namely information technology, learning orientation, external environment, innovation capability, organizational agility, and balanced scorecard, significantly influence the development directions of business operations in the digital era of the film and television production industry in Thailand. 2) The structural equation model developed by the researchers aligns with observational data according to specified criteria: ²/df =1.729, P-Values = 0.736, CFI = 0.994, GFI = 0.976, RMSEA = 0.049, RMR = 0.021. The qualitative research found that business operations in the digital age of the film and video industries, with six studied factors, are crucial for driving organizational success in the film and television production industry. Importantly, every company is willing to embrace various changes, strategically plan to cope with different situations, and retain skilled personnel to ensure continued business operations.

Attitude and Guidelines for Development Cultural Tourism in Communities of Phra Nakhon Si Ayutthaya

Kanokkarn Klomklaw — 2024-03-31

The objectives of this article are: 1) to study attitudes regarding the conservation of cultural heritage sites, temples, and ancient sites. 2) to analyze factors affecting attitudes regarding the importance of temples and ancient sites. 3) to study guidelines for the development of cultural tourism in the community of Phra Nakhon Si Ayutthaya Province. This research is mixed-methods research. The tools used to collect data include questionnaires and interviews. The statistics used in data analysis include frequency, percentage, mean, and standard deviation. And inferential statistics are Ordered Logit models. The results of the research found that: 1) Tourists in Phra Nakhon Si Ayutthaya province have a high level of attitude towards preserving the cultural heritage sites of temples and ancient sites in the community. The main reason is that temples and ancient sites are a source of pride for the nation's cultural prosperity, which has been passed down from generation to generation. 2) Factors affecting attitudes that recognize the importance of temples and ancient sites in the community are tourists who have their own businesses, 1-3 family members, tourists with an income of more than 20,000 baht per month, and travelers by private car. It influences the opportunity for the number of tourists to increase from an attitude towards conservation of cultural tourism. 3) Guidelines for the development of cultural tourism in Phra Nakhon Si Ayutthaya Province rely on: 1) knowing the context of people in the community towards the conservation of tourist attractions, temples, and ancient sites; 2) the potential and strengths of cultural tourism resources that are unique and valuable; 3) the positive impact on the community of cultural tourism; and 4) the results, negatively affecting the community of cultural tourism in Phra Nakhon Si Ayutthaya Province.

Integrated Model of High Value Agricultural Extension of Local Administrative Organization in Pathum Thani Province

Wanwipha Tailangka — 2024-03-31

Agriculture is a crucial sector of the economy. Implementation of agricultural reform activities by creating high-value agriculture is therefore a primary focus. Collaboration and integration of efforts from all sectors are considered essential components. This research aimed to: 1) study the situation, problems, and characteristics of extension for high-value agriculture; 2) develop an integrated extension model for high-value agriculture; and 3) propose guidelines for implementing the integrated extension model for high-value agriculture. Quantitative data were collected from the management teams of local government organizations in Pathum Thani province, totaling 280 people. Qualitative data were collected from 24 key informants. The statistical methods used in the research include descriptive statistics and inferential statistics. AMOS software was employed to analyze SEM to test the relationships and consistency of the model. The results revealed the following:

1) Local government organizations in Pathum Thani province excelled the most in Extension high-value agriculture in terms of expanding irrigation systems, followed by land area adjustment, integrated production and marketing, implementing BCG guidelines for product value addition, fostering agricultural entrepreneurs, accessing big data in agriculture, Extension strong agricultural cooperatives, and developing biotechnology clusters, respectively.

2) The results of the fit indices showed that the model aligned well with observational data, with the goodness-of-fit statistics meeting the criteria, indicating structural model congruence, with chi-square = 980.145, chi-square/df = 2.841, p = 0.000, CFI = 0.945, IFI = 0.942, and RMSEA = 0.074.

3) Recommendations for model implementation included: agricultural zone protection; management of water, electricity, and lighting; creating a community market; registering occupational groups; promoting agricultural tourism attractions; studying tours of sustainable agriculture; organizing restoration and conservation activities; providing fire and disaster protections; and making a spatial database.

The Relationships Between Cash Cycle, Sales Growth and Profitability and The Effect of COVID–19 pandemic of Listed Companies on The Stock Exchange of Thailand

Phatnatcha Chotkunakitti — 2024-03-31

This article aimed to study (1) the relationships between working capital and profitability, (2) the relationships between sales growth and profitability, and (3) the effect of the COVID-19 pandemic on profitability. The sample consisted of companies listed on the Stock Exchange of Thailand, excluding financial industry groups, from 2018 to 2022. After being selected by the purposive sampling technique, the sample consisted of 325 companies with completed data. This research is quantitative. The data used in the research was secondary data. Data was collected from financial reports for 5 periods, totaling 1,625 sets. Descriptive statistics and inferential statistics, consisting of the Pearson correlation coefficient and multiple regression analysis, were used to analyze the data.

The research results were found as follows: 1) The working capital management measured by the cash cycle had negative relationships with profitability measured by return on total assets, return on stockholders’ equity, and net profit margin. It was demonstrated that reducing the days of the cash cycle causes an increase in profitability. 2) Sales growth has a positive relationship with profitability, which means that increased sales growth will increase profitability. 3) The COVID-19 pandemic had a negative impact on profitability.

The research results confirm the benefits of working capital management, which can improve profitability. Firms need to reduce cash cycle periods in order to increase profitability. However, during the COVID-19 pandemic situation, the firm's profitability decreased.

Consumer Behavior and Marketing Factors that Influence the Decision to Purchase Environmentally Friendly Products of Generation Y. In the Lower Northeastern Region of Thailand

Boosayamas Chuenyen — 2024-03-31

The purpose of the research was to: 1) study demographic characteristics (gender, status, education level, occupation, and monthly income) that influence the decision to purchase environmentally friendly products. 2) Study consumer behavior that influences the decision to purchase environmentally friendly products in Generation Y. 3) Study the marketing factors that influence the decision to purchase environmentally friendly products by Generation Y in the lower northeastern region of Thailand (Buriram, Surin, Sisaket, and Ubon Ratchathani provinces). This quantitative research was used to collect data from a sample of 400 people who had derived from the calculation of Taro Yamane's formula. Using a random sampling method, the data collected from the questionnaire were analyzed using descriptive statistics, consisting of averages, standard deviations, t-tests, F-tests, and multiple regression analyses. The result of this found that 1) the consumer is female, single status, bachelor's degree level, private business career, and monthly income 10,001–20,000 bath. 2) Different consumer behaviors have different influences on the decision to purchase environmentally friendly products of Generation Y, and 3) marketing factors that influence the decision to purchase environmentally friendly products, including communication, needs, costs, and convenience, were statistically significant at 0.05. In order for manufacturers to consider marketing factors that influence the decision to purchase environmentally friendly products, which will lead to increased sales in the future.

The Influence of Environmental Advertising, Environmental Transparency, and Green Brand Image towards Green Brand Trust and Green Entrepreneur Brand Loyalty among Working-Age People in Bangkok

Watcharaporn Kayom — 2024-03-31

This research aimed to study the influence of environmental advertising, environmental transparency, green brand image, and green brand trust on green entrepreneur brand loyalty. Quantitative research was applied in this research. Data were collected using questionnaires from working-age consumers in Bangkok. They have experience purchasing products or services from entrepreneurs who emphasize the environmental friendliness of products. A sample size of 426 people was analyzed using descriptive statistics, and structural equation modeling (SEM) was performed to test research hypotheses. The results showed that 1) the level of environmental advertising, environmental transparency, green brand image, green brand trust, and green entrepreneur brand loyalty is at a high level; 2) environmental advertising, environmental transparency, and green brand image have a positive influence on green brand trust; 3) green brand trust has a positive influence on green entrepreneur brand loyalty; 4) green brand trust has a direct influence on green entrepreneur brand loyalty of 0.752, while the highest indirect influence is green brand image of 0.335; and 5) the structural equation model is congruent with the empirical data. All passed the acceptance criteria: ²equal to 138.808, df equal to 134, ²/df equal to 1.036, p-value equal to 0.370, RMSEA equal to 0.009, CFI equal to 0.999, TLI equal to 0.999, and SRMR equal to 0.021.

Determinants of the Adoption of Human Resource Management System by Corporate Enterprises in Eastern Economic Corridor (EEC)

Siritas Kettanurak — 2024-03-31

The purpose of this research paper is to investigate the factors that determine the technology adoption of corporate enterprises in using the human resource management (HRM) system in the Eastern Economic Corridor (EEC) area. The structured questionnaire was employed to collect the data from 401 companies, and the probability of the adoption of the HRM-EEC system was analyzed using logistic regression. The empirical result illustrates that reducing the amount of time for registration and usage, as well as the convenience improvements for users, will increase the likelihood of system adoption. However, the probability of system adoption will reduce when the number of companies using the HRM-EEC system significantly increases. Finally, the robustness of this empirical result is diagnosed through the Hosmer-Lemeshow test and the count R2, which measure the prediction power of the model at around 80 percent.

Guidelines for Public Consultation on Procedures of Administrative Order Issuance under the Constitution of the Kingdom of Thailand, B.E. 2560

Aroon Kayanha — 2024-03-31

This article aimed to (1) study public consultation under the Constitution of the Kingdom of Thailand, B.E. 2560 (2017), Section 58, and the Rule of the Office of the Prime Minister on Public Consultation, B.E. 2548 (2005), (2) study problem conditions or limits in public consultation, and (3) find guidelines for public consultation on procedures for administrative order issuance. By using a qualitative research approach. The instrument for collecting data was a structured interview form. The analysis of data is done through content analysis. The research results were found as follows:

1) In public consultation under the Constitution B.E. 2560 (2017), Section 58, the state shall undertake to study and assess the impact on the environmental quality and health of the people or communities and shall arrange for a public hearing of relevant stakeholders, people, and communities in advance in order to take them into consideration for the implementation or granting of permission. And the Rule of the Office of the Prime Minister on Public Consultation B.E. 2548 (2005) established public consultation guidelines as well.

2) The current law related to public consultation is the Rule of the Office of the Prime Minister on Public Consultation B.E. 2548 (2005), which is only a regulation or a ministerial regulation, and the ministerial regulation has some limitations.

3) Guidelines or minimum standards for public consultation should be developed, from bills to acts, that must be clearly defined in principles and reasons, defining project meaning, and so on.

A Model for the Development of the Teacher Professional Learning Community Process of the Teacher Professional Internship Students, Faculty of Education, Nakhon Sawan Rajabhat University, By Promotional Activities on Professional Learning Community for Professional Ethics Development Via Information Technology System

Kraiwit Dee-Aim — 2024-03-31

This research aimed to (1) study the process of the professional learning community for teachers of teaching professional training students and (2) study guidelines for developing the process of learning communities. and 3) study teachers' opinions towards the teaching professional learning community process of teachers' professional training students, Faculty of Education. Nakhon Sawan Rajabhat University activities to promote the professional learning community process to develop professional ethics through information technology systems. The research findings revealed the following:

1) Components of developing the learning community process with activities to promote the professional learning community process to develop professional ethics through information technology systems, there are 11 elements, including 1.1) supporting education, 1.2) creating leadership, 1.3) exchanging experiences, 1.4) creating values, 1.5) Being a joint leader 1.6) Creating a conducive environment; 1.7) Creating a shared vision 1.8) Learning together; 1.9) Exchanging according to the era 1.10) Setting learning standards and 1.11) Application

2) Model for developing the process of a community of professional learning for teachers practicing professional experience in the Faculty of Education. Nakhon Sawan Rajabhat University activities to promote the professional learning community process to develop professional ethics through the information technology system, consisting of an introduction section, content section, and application section.

3) Evaluation of the model for developing the process of a teaching professional learning community for teachers' professional training students in the Faculty of Education. Nakhon Sawan Rajabhat University activities to promote the professional learning community process to develop professional ethics through information technology systems. Overall, it is at a high level.

Thai Language learning Management Model for Chinese Students in Private Higher Education institutions in Bangkok

Xuelian Lu — 2024-03-31

This research aimed to study the Thai language learning management model for Chinese students studying in private higher education institutions in Bangkok. The research procedure was divided into three steps. Step 1: Study the administrative conditions of Thai language learning for Chinese students studying in private higher education institutions in Bangkok. Data were collected from 208 respondents and in-depth interviews with six key informants. The research instruments were a set of semi-structured interview forms and questionnaires. The statistics used for data analysis were percentages, mean, and standard deviation. Step 2: Create a Thai language learning management model for Chinese students studying at private higher education institutions in Bangkok. Data were collected from 208 respondents, and the draft model evaluated with 10 key informants. The research instruments were a set of questionnaires and a sketch assessment form. The statistics used for data analysis were exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and Chi-square. Step 3: Evaluate the feasibility and utility of the administration model by experimenters in Thai language learning for Chinese students studying at private higher education institutions in Bangkok. Selected by purposive sampling from 20 respondents. The research instrument was a set of evaluation forms. The statistics used for data analysis were chi-squares. The research found that the Thai language learning management model for Chinese students studying in private higher education institutions in Bangkok consists of six main components: 1) Good teachers; 2) Teaching methods; 3) Teaching media; 4) Measurement and evaluation; 5) Student success; and 6) Thai language learning management processes for Chinese students consist of four steps: planning, organizing, controlling, and acting. The results of the model evaluation in terms of accuracy, propriety, feasibility, and utility overall subcomponents and indicators were consistent (p-value >.05).

A Model for Enhancing the Promotion of Career Education for Employment, “One Non-Formal Education of Tambon and One Career Course”, Office of the Non-Formal and Informal Education, Khon Kaen Province

Thaworn Phlidi — 2024-03-31

The objectives of this research are to: 1) study basic information about the elements, current conditions, and desired conditions in developing a model for upgrading the promotion of vocational education for employment, “1 NFE Subdistrict 1 Vocational Curriculum"; 2) develop a model for upgrading the promotion of vocational education for employment; 3) experiment with a model for upgrading the promotion of vocational education for employment; and 4) evaluate the model for upgrading the promotion of vocational education for employment. The research type is research and development. The sample group is personnel involved in providing career education and professional lecturers from the Office of Non-Formal and Informal Education, Khon Kaen Province, semester 1/2022, a total of 108 people by simple random sampling.

The results of the research found that the elements of the model for upgrading the promotion of vocational education for employment consist of six aspects, as follows: 1) Implementing the curriculum to provide education for career development. 2) The participation of network partners in promoting and supporting education for career development. 3) Creating and developing a career education curriculum 4) Product display and exhibition 5) Upgrading products to the NFE brand and developing the use of marketing promotion technology 6) Supervision, monitoring, and education management for career development. 2. The results of the design and development of the model for upgrading the promotion of vocational education for employment. The results show that it is at the highest level of appropriateness and feasibility. 3. From the trial of using the model from the study. Pilot of the Non-Formal and Informal Education Center in Phon District at the highest level 4. The results of using the model for upgrading the promotion of vocational education for employment have the highest satisfaction evaluation results.

The Development of Management Model to Improve the Quality of Vocational Education Teachers Under the Office of Vocational Education Commission Chonburi

Sriphloi Thaledon — 2024-03-31

The purpose of this research was to develop a management model to improve the quality of vocational education teachers under the Office of Vocational Education Commission in Chonburi. The research procedure was divided into three steps: Step 1: Study the conditions of management to improve the quality of vocational education teachers under the Office of Vocational Education Commission Chonburi. Data were collected from 244 administrators and teachers. And key informants through in-depth interviews with nine experts. Step 2: Create and examine a management model to improve the quality of vocational education teachers under the Office of Vocational Education Commission, Chonburi by the administrator of the Bureau of Personnel Competency Development, the administrator of Rajamangala University of Technology Thanyaburi, and the administrators of vocational education, totaling 10 people. Step 3: Evaluation of the feasibility and utility of a management model to improve the quality of vocational education teachers under the Office of Vocational Education Commission Chonburi by the college director, deputy director, and teachers who were head of department at Pattaya Technical College, totaling 40 people. The research instruments were a semi-structured interview form, a questionnaire, and an evaluation form. Quantitative data were analyzed by a computer program, whereas quality data were analyzed using a content analysis technique. The statistics used for data analysis were mean, standard deviation, exploratory factor analysis, confirmatory factor analysis, and chi-square.

The research found that the development of a management model to improve the quality of vocational education teachers under the Office of Vocational Education Commission Chonburi consists of seven main components: 1) Learning management development; 2) Coaching; 3) Bilateral vocational education management; 4) Planner; 5) Creation of innovation; 6) Learning community; and 7) Management process (POCLCE) consists of planning, organizing, coordinating, leading, controlling, and evaluating. The results of the model evaluation in terms of accuracy, propriety, feasibility, and utility overall subcomponents and all indicators were consistent (p-value >.05).

Students’ Learning Loss Management Model in Schools, The Primary Educational Service Area Office 2 Prathum Thani

Titapond Poomdaeng — 2024-03-31

This research aimed to 1) study the current conditions and the guidelines for students’ learning loss management in schools, the Primary Educational Service Area Office 2, Prathum Thani. 2) develop and evaluate students’ learning loss management models in schools, the Primary Educational Service Area Office 2, Prathum Thani, and 3) trial and evaluate the possibility and utility of a model. This research was a mixed-methods study: quantitative and qualitative. The samples for this research were 16 school administrators and 281 teachers selected by stratified random sampling. The tool used for data collection was a questionnaire. The chosen informants by purposive sampling were the experts who have experience in students’ learning loss management. The tool used to collect data was the interview form. The statistics used for the analysis data were percentage, mean, standard deviation, and content analysis.

The results of the research revealed that 1) the current conditions of students’ learning loss management in schools, the Primary Educational Service Area Office 2 Prathum Thani, were at a high level and guided students’ learning loss management in five aspects; 2) the students’ learning loss management model in schools, the Primary Educational Service Area Office 2 Prathum Thani, consisted of two components: 1. The students’ learning loss management in schools: curriculum development, learning process development, developing media and using technology in educational innovation, mental health, measurement and evaluation, 2. The process of students’ learning loss management in schools had four steps: plan, do, check, and act. 3) The results of the trial and evaluation of the students’ learning loss management model in schools at the Primary Educational Service Area Office 2, Prathum Thani, found that the possibility and the utility were at the highest level.

Participatory Model Development in Administration Based on 21st Century Dynamics in Secondary Schools under the Secondary Education Service Area office Nonthaburi

Rangsiman Yala — 2024-03-31

The objectives of this research were to: 1) study the conditions of participatory model development in administration based on 21st century dynamics in secondary schools under the Secondary Educational Service Area Office Nonthaburi 2) Study the components of participatory model development in administration based on 21st century dynamics in secondary schools. The research was carried out in three steps: Step 1: study the conditions of participatory model development in administration based on 21st century dynamics in secondary schools, analyze relevant principles, concepts, and theories, and interview government teachers (30 people), inspected by experts in measurement and evaluation, and educational administration (5 people). Step 2: Develop a participatory academic administration model under the dynamics of 21st-century schools. The sample groups contained 327 government teachers. Step 3: Experiment and evaluate participatory model development in administration based on 21st century dynamics in secondary schools under the jurisdiction of the Secondary Educational Service Area Office Nonthaburi with 3 schools as follows: 1) Sai Noi School 2) Triam Udom Suksa Phatthanakan Nonthaburi School; and 3) Pak Kret School. All three schools were obtained through purposive sampling. The instrument used was a questionnaire. Quantitative data were analyzed using the mean and standard deviation; for qualitative data, content analysis was used. Statistics were used to analyze the data of the assessment using statistical packages, including exploratory factor analysis (EFA) and confirmatory factor analysis with the LISREL program. The results of the research found that in the condition of participatory model development in administration based on 21st-century dynamics in secondary schools, there are 5 main components, consisting of 1) academic participation, 2) budget management, 3) teaching and learning processes, 4) organizational dynamics, and 5) administrative dynamics of academic leaders. The results of evaluating the feasibility and usefulness were statistically significant at the.05 level.

Academic Affairs Management Strategies in Thailand 4.0 Era of School Administrators, Bangkok Metropolitan Administration

Thanchanok Seefah — 2024-03-31

The objectives of this research were to: 1) study conditions and guidelines; 2) create and evaluate strategies; and 3) trial and evaluate academic affairs management strategies in the Thailand 4.0 era of school administrators, Bangkok Metropolitan Administration. This research was a mixed-methods research by doing 3 steps: (1) Study the conditions and guidelines by collecting data from 205 school administrators and interviewing 9 experts using a semi-structured interview form by purposeful selection. (2) Create and evaluate strategies by interviewing nine experts and evaluating their correctness and suitability with five experts. (3) Try and evaluate strategies for feasibility and usefulness with 10 school administrators and teachers in the trial school. The tools used to collect data were questionnaires, interviews, and evaluation forms. The statistics were percentage, mean, and standard deviation and used content analysis. The results of the research found that 1) the conditions of academic affairs management strategies in the Thailand 4.0 era of administrators, Bangkok Metropolitan Administration, overall, were at the highest level and provided guidance for academic affairs management in eight areas of the Thailand 4.0 era. 2) Academic affairs management strategies in the Thailand 4.0 era of school administrators in Bangkok consisted of two components: (1) Academic affairs management strategies in the Thailand 4.0 era have eight aspects: school curriculum; learning management; media innovation and educational technology; measuring and evaluating; learning resources; research; personnel; and educational quality assurance. (2) The strategies and processes of academic affairs management have five aspects: environmental analysis, setting the direction of the organization, strategy formulation and implementation, strategy control, and evaluation. 3) The results of the trial and evaluation of academic affairs management strategies in the Thailand 4.0 era were feasibility and useful overall at the highest level.

Evaluation of People's Satisfaction towards Services of Bangplub Subdistrict Municipality, Pak Kret District, Nonthaburi Province

Nakamon Punchakhetthikul — 2024-03-31

The objectives of this research were to study 1) the level of satisfaction of citizens with the services provided by Bangplub Subdistrict Municipality. Pak Kret District, Nonthaburi Province 2) the problems, obstacles, and suggestions towards providing services to the people of Bangplub Subdistrict Municipality; and 3) the guidelines for providing services in Bangplub Subdistrict Municipality. The population used in this research includes people who come to use the services of Bangplub Subdistrict Municipality. The total population is 11,564 people. The sample size used in this research is 400 people, according to population statistics from house registrations separated by area and village. Statistics for data analysis include descriptive statistics, including percentages, means, and standard deviations.

The results of the research found that the service recipients were satisfied with the service. Overall satisfaction is at its highest level ( = 4.83). Satisfaction of service recipients with the service according to the opinions of service recipients. Classified according to service channels at the highest level, the total mean is equal to ( = 4.92) the satisfaction of the service recipients with the service. According to the opinions of service recipients categorized by service personnel, satisfaction is at the highest level ( = 4.94) of service recipients with the service. Satisfaction is at the highest level ( = 4.94) of service recipients. Categorized by facilities, satisfaction was at the highest level ( = 4.94) and the satisfaction of the service recipients overview and classification according to the work that service recipients contact to receive services was at the highest level ( = 4.91).