Arts of Management Journal

Integrating Community Forests, Community-Based Tourism, and the BCG Economy: Pathways to Gastrainable Tourism and Carbon Credit Management

Preedaree Sirirat — Thu, 30 Oct 2025 00:00:00 +0700

This article aims to propose guidelines for the utilization role of community forests as a crucial mechanism for biodiversity conservation and the development of Gastrainable tourism. It highlights the interlinkages among natural resource management, community-based tourism (CBT), and economic value creation through the carbon credit market, which aligns with the Bio-Circular-Green Economy framework (BCG). Community forests serve not only as a foundation of economic, cultural, and environmental resources but also as a repository of plant genetic information that can be leveraged to assess carbon sequestration potential and reduce greenhouse gas emissions effectively, particularly when integrated with the Plant Genetic Conservation Project under the Royal Initiative (RSPG) and related collaborative networks. Findings from case studies and research indicate that service businesses can reduce several hundred thousand tons of CO₂e emissions through energy, water, and waste management measures, as well as by using local organic ingredients and supporting businesses with robust carbon management systems. The conceptual framework proposed in this article—the integration of Plant Conservation, CBT, Carbon Credit, and the BCG Model serves as both a theoretical tool and a practical guideline for advancing Gastrainable tourism. Key recommendations include supporting the formal registration of community forests, establishing tax incentives for businesses utilizing local raw materials, creating research networks to develop carbon footprint assessment tools, and enhancing consumer awareness through sustainable food labeling and eco-learning activities. This article argues that integrating plant conservation, community-based tourism, and carbon management is a pivotal mechanism for Thailand to achieve its Net Zero Carbon target while preserving natural resources and local cultural heritage sustainably.

A study of Administrator’s Competence of School Administration in Amnatcharoen Educational Primary Service Area Office

Thu, 30 Oct 2025 00:00:00 +0700

The purpose of this research was 1) To study the administrative competence of school administrators under the Office of the Primary Education Service Area, Amnatcharoen, and 2) To compare the administrative competence of school administrators under the Amnatcharoen Educational Primary Service Area Office, classified by position and work experience. The samples consisted of 578 by simple random sampling. The Administrators and teachers in Amnatcharoen Educational Primary Service Area Office. This research instrument was the 5–rating scale questionnaires, the reliability was .98. The data were analyzed by using percentage, mean, standard deviation and comparative by using t-test. The findings of the study reveal the following. 1. Administrator’s Competence of school Administration in Amnatcharoen Educational Primary Service Area Office, the overall the high level, by Competence the Administration have traits. First, followed by the self-concept, skills, knowledge and motive respectively. 2. Administrators and teachers with positions differently, opinion on the Administrator’s Competence of school Administration in Amnatcharoen Educational Primary Service Area Office the overall and specific difference is statistically significant at the .05 level. The administrators and teachers who are experienced in working differently, the overall and specific no different.

Factors Influencing Chinese Elderly Tourists’ Decision to Engage in Health Tourism in Thailand

Yan Chen, Ming Li, Thanyanant Chansongpol — Thu, 30 Oct 2025 00:00:00 +0700

This research aimed to (1) study the push and pull factors influencing the participation of elderly Chinese tourists in health tourism in Thailand; (2) examine the decision-making process regarding health tourism in Thailand among elderly Chinese tourists; and (3) identify the factors affecting their decision to engage in medical tourism in Thailand. This research employed a quantitative approach. Data were collected through a questionnaire. The sample consisted of 400 elderly Chinese tourists aged 60 years and above. A purposive sampling method was employed, targeting Chinese elderly tourists aged 60 years and above who had engaged in health tourism in Thailand within the past five years. 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 push and pull factors were rated at a high level. 2. The overall level of decision to engage in health tourism in Thailand was high. The item with the highest average score showed that respondents were most likely to recommend health tourism in Thailand to others. 3. No significant differences were found in the decision to travel to Thailand for health tourism when grouped by gender, education level, or average monthly income. However, significant differences were observed based on region of residence and preferred type of tourism. 4. Health and physical factors, economic conditions, quality of medical services, and supportive economic policies were found to significantly influence the decision of elderly Chinese tourists to choose Thailand for health tourism.

Influence of Marketing Mix Factors and Customer Engagement on Spectator Participation in Esports

Patchara Kingkan, Nuttavut Phonsri — Thu, 30 Oct 2025 00:00:00 +0700

This quantitative research aimed to 1) examine the level of audience engagement in esports viewing and 2) analyze the influence of 4Es marketing mix components on audience engagement in esports. Data were collected from 400 respondents with prior experience watching esports via online platforms, selected through purposive sampling. The research instrument was a structured questionnaire validated for content validity with a reliability coefficient (Cronbach's Alpha) exceeding 0.70. Data analysis employed descriptive statistics and multiple regression analysis. Results indicated that overall audience engagement was high (M = 4.21), with emotional engagement showing the highest level (M = 4.33), followed by behavioral engagement (M = 4.18) and cognitive engagement (M = 4.12). All four components of the 4Es marketing mix—Experience, Exchange, Everywhere, and Evangelism—demonstrated statistically significant positive influence (p < 0.01) on audience engagement across all dimensions. The regression model explained 64.3% of the variance (R² = 0.643), with experience and evangelism identified as the strongest predictors. These findings provide practical implications for developing marketing strategies in the esports industry, emphasizing the importance of creating valuable experiences, ensuring accessibility, and fostering brand loyalty through online communities.

The Influence of News Perception from Public Relations Media on travel decisions in Five Southern Border Provinces

Siriwan Laksanawong, Saranee Wessayasirin — Thu, 30 Oct 2025 00:00:00 +0700

The objectives of this study were (1) to examine tourist behavior in Thailand’s five southern border provinces, (2) to investigate perceptions of public relations media and their influence on tourism decision-making, and (3) to analyze the relationship between media information exposure and tourist decision-making in the region. A questionnaire was used to collect data from 420 Thai tourists, and statistical analyses included descriptive statistics (mean, standard deviation), Pearson’s correlation coefficient, and multiple regression analysis. Preliminary measures were undertaken to ensure the reliability and academic validity of the data.

The findings revealed that most tourists visited the five southern border provinces more than three times per year, primarily traveled by private car in groups of 3–5 friends, stayed for 1–2 days per trip, and spent less than 10,001 Baht per person. The primary purpose of travel was leisure tourism, with a preference for natural attractions such as mountains, forests, waterfalls, rivers, seas, and beaches. Furthermore, perceptions of public relations media—including media exposure, media channels, and informational content—were reported at the highest level. Regression analysis confirmed that these dimensions of information perception exerted a statistically significant influence on tourism decision-making in the five southern border provinces.

Influencing Factors of Consumer Brand Trust towards Sustainable Brands among Generation Z and Millennials in Thailand

Chatchanok Kajabnark — Thu, 30 Oct 2025 00:00:00 +0700

This research aimed to examine factors influencing consumer trust in sustainable brands among young consumers (Gen Z and Millennials). Using a mixed-methods approach, the study surveyed 400 respondents and conducted 20 in-depth interviews. The research instruments were validated with content validity (IOC = 0.82-0.96) and reliability (Cronbach's Alpha = 0.895). The results revealed five key factors affecting trust: (1) Communication transparency (β = 0.342, p < 0.001), (2) Value congruence (β = 0.298, p < 0.001), (3) Product quality (β = 0.256, p < 0.001), (4) Social initiatives (β = 0.213, p < 0.01), and (5) Brand image (β = 0.187, p < 0.01), collectively explaining 68.4% of trust variance.

Generational comparison showed that Gen Z prioritizes communication transparency significantly more than Millennials (t = 3.21, p < 0.01), while Millennials emphasize product quality more than Gen Z (t = -2.87, p < 0.01). Qualitative findings supported quantitative results, with 85% of interviewees mentioning the importance of transparency and third-party certifications. The findings indicate that young consumers prioritize transparency and value alignment when evaluating sustainable brands, providing crucial insights for brands to develop targeted communication and marketing strategies for each demographic group.

Building Attachment Between Caregivers and Children in Residential Care Settings

Tanya Rujisatiensap — Thu, 30 Oct 2025 00:00:00 +0700

This qualitative study, using the grounded theory methodology, had two objectives: first, to study the motivation to become a caregiver in residential care settings; and second, to study the process of building attachment between caregivers and children. The key informants included 20 caregivers working in the registered and licensed overnight-stay residential care settings. The study results found that the motivation to become caregivers stemmed not from a single factor but from a combination of multidimensional factors, including the need for income and reliable employee benefits, adherence to religious beliefs based on love and empathy, harmlessness, and the desire for children to be happy. According to the caregivers, they could work continuously and smoothly because the roles of childcare and family care could be seamlessly merged, along with their wish to observe the children's development and be a part of their lives. The attachment between caregivers and children was achieved through trust building, which included continuity of care, horizontal relationships, acceptance of each child’s unique differences, physical and emotional responsiveness, and the creation of consistent routines and relational familiarity. The roles of caregivers in residential care settings that foster attachment involve developing a parental identity through shared experiences with the children and providing holistic and compassionate care. Self-adaptability, lifelong learning, and the development of mental security are also key concepts.

Competency Development Guidelines of Merchant Maritime Cadet After Practical Training: A Case Study of Merchant Marine Training Centre

Chattawit Phanthong, Thanyaphat Muangpan — Thu, 30 Oct 2025 00:00:00 +0700

This research article aims to: 1) evaluate the expected competencies prior to and the actual performance following the sea training of nautical science students, deck department, Merchant Marine Training Center; and 2) analyze the expected competencies prior to and the actual performance following the sea training of nautical science students, deck department, Merchant Marine Training Center. The sample group consisted of 96 fourth-year nautical science students, deck department. Competency was assessed in three areas: Knowledge, Skill, and Attribute. The questionnaire was divided into two parts: 1) general information of the respondents, and 2) a competency questionnaire for nautical science students before and after sea training, with a 5-level scoring system. Statistical analysis included descriptive statistics for all three areas, namely frequency distribution, percentage, mean, and standard deviation (S.D.), as well as the Importance-Performance Analysis (IPA) technique.

The research findings evaluated and analyzed Pre-sea expectations and Post-sea performance, with a focus on knowledge, skills, and personal attributes. The results showed that the competence of the Deck department improved significantly after practical training. Specifically, their practical skills transformed from theoretical knowledge learned in the classroom into real-world, applicable skills in actual situations at sea. Simultaneously, personal attributes such as discipline, responsibility, and teamwork also developed notably. These findings are highly valuable for enhancing the curriculum and producing a new generation of seafarers who meet international standards and align with the current demands of the maritime industry, thereby contributing to the advancement of the nation's maritime transportation sector.

The Impact of CEO Duality on the Relationship Between Board Characteristics and the Firm Performance of Companies Listed on The Stock Exchange of Thailand

Pannapon Chankidkan, Pitan Sanpakdee — Thu, 30 Oct 2025 00:00:00 +0700

This research aimed to 1) study the impact of board characteristics on performance and 2) examine the influence of boards with combined executive positions on the relationship between board characteristics and the performance of listed companies on the Stock Exchange of Thailand. Quantitative research was conducted using secondary data from 482 listed companies, totaling 2,410 records, covering the period from 2020 to 2024, sourced from annual reports, financial statements (Form 56-1), and the SETSMART database. Descriptive and inferential statistics, including Pearson's product-moment correlation coefficient and multiple regression analysis, were employed. The results revealed that board size negatively impacts company performance, suggesting that companies with overly large boards may experience delays in decision-making and role ambiguity. The proportion of independent directors, the proportion of foreign directors, and the number of meetings were not statistically significant. Furthermore, companies perform better when they clearly separate the chairman and senior executive positions, as the combination of these roles negatively impacts their performance. Moreover, it was found that combined positions influence the relationship between board size and performance, particularly in companies with large boards. However, such combinations did not influence the relationship between independent directors, foreign directors, and the number of meetings in relation to company performance.

Factors Influencing the Accounting Efficiency of Small and Medium Enterprise Entrepreneurs in Nakhon Pathom Province

Thu, 30 Oct 2025 00:00:00 +0700

This study aimed: (1) to examine the efficiency of accounting practices among SMEs in Nakhon Pathom Province, and (2) to investigate factors influencing such efficiency. A quantitative research design was employed, using questionnaires as the data collection tool. In 2023, the population consisted of 65,000 registered juristic persons with the Department of Business Development. The sample included 400 accounting personnel working in SMEs with registered capital not exceeding 5,000,000 baht, annual revenue not exceeding 30,000,000 baht, at least 3 years of operation, and an accounting period from January 1 to December 31. Descriptive statistics (mean, percentage, standard deviation) and multiple regression analysis were applied.

Findings revealed that most respondents were female, aged 31-40 years, held a bachelor’s degree, earned an average monthly income of 20,001-25,000 baht, and had 3-6 years of accounting experience. Overall, respondents rated the factors affecting accounting efficiency highly, with human resources receiving the highest rating. Perceptions of accounting efficiency overall were also high. Hypothesis testing indicated that independent variables—human resources, accounting procedures, and regulatory agencies—significantly influenced accounting efficiency at the 0.05 level. The analysis yielded R = 0.432 and R Square = 0.554, suggesting that these independent variables explained 55.4% of the variance in accounting efficiency, with the remaining 44.6% attributed to unexamined factors.

Cost and Return Analysis of Egg Production in Koh Tae Sub-district, Mueang Songkhla District

Nichapat Boonyarat, Pawinee Ardhan, Netchanok Thepsuriwong — Thu, 30 Oct 2025 00:00:00 +0700

This article aimed 1) to study the cost of egg-laying chicken farming business in Koh Taew Subdistrict, Mueang Songkhla District, and 2) to analyze the return on investment from egg-laying chicken farm business in Koh Taew Subdistrict. The qualitative sample consisted of four groups: government officials and community leaders, buyers, consumer villagers, and farmers. The quantitative sample consisted of owners and caretakers of two medium-sized egg-laying chicken farms in Koh Taew Subdistrict. Research instruments use two types of interview forms and questionnaires. Analytical statistics include percentage, average, NPV, IRR, BCR, and PBP. The research results found that (1) the average monthly production cost was 274,727 baht, the average total monthly income was 298,720 baht, and (2) the analysis of investment returns with NPV was 2,162,907 baht, IRR was 61.40 percent, BCR ratio was 2.42, and PBP was 1.70 years. Therefore, investing in egg-laying chicken farming in the Koh Taew Subdistrict area was highly worthwhile. The essential recommendations are that government agencies should support integration to increase bargaining power and develop disease surveillance systems.

The Influence of Business Innovation on the Performance of Transportation Industry in Bangkok Metropolitan Region

Chitpong Ayasanond, Kawee Boonlertvanich, Benjatha Wattanakul, Jirapan Sakuna — Thu, 30 Oct 2025 00:00:00 +0700

This study aimed to 1) examine the level of business innovation adoption in transportation businesses in the Bangkok Metropolitan Region, 2) analyze the influence of business innovation on transportation business performance, and 3) identify success factors for innovation implementation in transportation businesses. This quantitative survey research was conducted with a population of 2,500 transportation operators registered with the Department of Land Transport in the Bangkok Metropolitan Region; the sample size of 345 was calculated. Data collection employed a questionnaire with validated content validity (IOC ≥ 0.5) and reliability (Cronbach's Alpha > 0.7). Data analysis employed descriptive statistics, correlation analysis, and multiple regression analysis with the statistical significance level set at 0.05.

The research results were as follows: 1) The overall level of business innovation adoption ranged from moderate to high, with technology innovation having the highest mean score (3.85), followed by process innovation (3.52) and business model innovation (3.20). 2) Business innovation significantly and positively influenced business performance, with technology innovation having the strongest impact on financial performance (β = 0.42, p < 0.05), process innovation most significantly affecting operational performance (β = 0.38, p < 0.05), and business model innovation having the greatest effect on customer satisfaction (β = 0.35, p < 0.05). 3) Key success factors included top management support (mean = 4.10) and adequate budget allocation (mean = 3.95). This research presents the T-IMPACT Model as new knowledge for systematic innovation management in Thai transportation businesses.

Relationship of Corporate Governance: The Mediating Role of Accounting Conservatism on Real Earnings Management of Thai Listed Companies

Phimpaka Jaimuk, Supapan Saithong-in — Thu, 30 Oct 2025 00:00:00 +0700

This article aimed to 1) study the relationship between corporate governance and the mediating role of Thai listed companies. 2) Study the relationship between accounting conservatism and real earnings management of Thai listed companies. 3) Study the relationship of corporate governance and the mediating role of real earnings management of Thai listed companies. The sample was quantitative research. The secondary data collection was selected from the Thai listed companies. 2021-2023, Sample group 1,053 data, 351 companies. The instrument for collecting data in this research uses descriptive statistics and multiple regression analysis.

The research results were found as follows: 1) Companies that have corporate governance have the highest percentage of shareholders. The relationship is significantly positive statistically with accounting conservatism. 2) The accounting conservatism of the relationship is significantly positive statistically with real earnings management of cash flow (REM_CFO). The accounting conservatism of the relationship is significantly positive statistically with real earnings management of production cost (REM_PROD). The board meeting passes the mediating role of accounting conservatism on real earnings management of cash flow (REM_CFO). And 3) Real earnings management of production cost (REM_PROD). The relationship is significantly positive between the independent variable and the mediating role of the dependent variable. Test results accounting for the conservatism of the mediating role of complete mediation—the independent variable of influence. The relationship between the dependent variables is directly linked. The intervening variable has a direct impact.

A Synthesis of Political Communication Strategies of Thai Female Politicians: Challenges and Empowerment

Waeomayuree Phutthametha, Thanongsak Theerathanongwut — Thu, 30 Oct 2025 00:00:00 +0700

This article aims to study the forms, strategies, and channels of political communication employed by Thai female politicians, analyzing how these communication patterns influence public perception and political image. It also explores the challenges, gender-based obstacles, and social barriers faced by women politicians in political communication, offering recommendations to enhance their communication capacity and strengthen their roles and effectiveness in the Thai political arena. This documentary research used a literature review approach, systematically selecting relevant academic articles, theses, and research reports published between 2020 and 2025, and applying content analysis and synthesis to interpret the findings. The results show that Thai female politicians actively utilize various social media platforms, such as Facebook, Twitter, and TikTok, to construct a modern public image, directly engage with target audiences, and foster relationships with citizens. These strategic communication practices have a significant impact on increasing public participation, building support networks, and influencing voters' decisions. However, female politicians still face significant gender bias, persistent stereotypes, and social injustices, notably online harassment or cyberbullying, which hinder their political effectiveness and exposure. The research suggests that developing strategic digital communication skills alongside promoting gender equality awareness campaigns can enhance the capacity of female politicians and contribute to a more balanced political environment. Furthermore, the empirical insights from this study are valuable for policymakers in formulating supportive policies, developing leadership programs targeting women, and improving inclusive political communication practices in Thailand. Ultimately, a dual approach that combines individual capacity-building and long-term social change is essential for empowering women to participate and advance in the Thai political sphere effectively.

Factors Affecting Conflict Management to Create Restorative Justice In Lat Phrao Community, Bangkok

Kanlayanee Laisarn, Sudabhorn Khitkhulnamchai — Thu, 30 Oct 2025 00:00:00 +0700

This article aims to 1) study the level of conflict management factors for fostering restorative justice in the Lat Phrao community; 2) analyze factors affecting conflict management for fostering restorative justice in the Lat Phrao community; and 3) propose guidelines for factors affecting conflict management for fostering restorative justice in the Lat Phrao community. A mixed-methods study was conducted. The sample consisted of 400 residents of the Lat Phrao community in Bangkok, selected using a random sampling method. Quantitative research analyzed data using percentages, frequencies, means, standard deviations, and regression analysis. Qualitative research utilized in-depth interviews with stakeholders using a purposive sampling method. A triangulation process was used to analyze data by interpreting documents and writing narrative texts.

The results revealed that conflict management factors for fostering restorative justice in communities were the most significant, with personal factors being the highest, followed by process, organizational, and situational factors. Regression analysis indicated that these factors significantly influenced the fostering of restorative justice (β = 0.604, p < .01), explaining 36.3% of the variance. A constructive approach to conflict management should incorporate individual emotional regulation, community structure development, and situational constraints management. Transparent mediation negotiations strengthen and sustain the community.

Stakeholder Analysis for the Development of the Bachelor of Business Administration Marketing Curriculum at Rajamangala University of Technology, Tawan-ok

Thu, 30 Oct 2025 00:00:00 +0700

This research aimed to 1) study stakeholders’ opinions on the development of the Bachelor of Business Administration in Marketing program and 2) study the development guidelines for the Bachelor of Business Administration in Marketing program. This survey research used questionnaires and online interviews via Google Forms to collect data from stakeholders in the curriculum development, including graduate users, alumni, current students, and the program’s target learners. Quantitative data were analyzed using descriptive statistics, and qualitative data were analyzed using descriptive analysis. The results revealed that stakeholders’ opinions on 1) the importance and necessity of various courses for future use were at the highest average level, consisting of core courses, specialized courses, internship and cooperative education courses, and elective courses. 2) Opinions on curriculum learning outcomes were at the highest average level in all aspects, consisting of knowledge, skills, ethics, and personal characteristics. 3) opinions on desirable graduate characteristics of the program, consisting of essential knowledge and skills, use of technology and language, and labor market needs. 4) opinions and expectations about studying in the program, consisting of marketing and business management skills, use of technology, continuous development, and owning one’s own business. And working in organizations that are in demand in the labor market, and 5) suggesting guidelines for developing the Bachelor of Business Administration curriculum in Marketing (revised curriculum 2025) by specifying four curriculum program learning outcomes (PLOs) and 10 curriculum sub-program learning outcomes (Sub PLOs).

The Influence of Consumer Perception of Green Marketing on Consumer Response

Qinglin Deng, Yue Huang, Lu Suo — Thu, 30 Oct 2025 00:00:00 +0700

This research aimed to study (1) the connotation and characteristics of green marketing and the impact of enterprise green marketing on consumer perception, (2) the mechanism through which consumer perception of corporate ability, motivation, and morality influences consumer response, (3) the mediating role of consumer trust in the relationship between consumer perception and consumer response, and (4) the moderating effect of consumer self-improvement on the link between consumer perception and consumer trust. The sample comprised 420 consumers aged 18 or older, selected via convenience sampling. Data were collected using a structured questionnaire consisting of validated measurement items, and the reliability and validity of the scales were confirmed by Cronbach’s Alpha and confirmatory factor analysis. Data analysis was conducted using descriptive statistics and structural equation modeling with SPSS and AMOS. The results revealed three key findings. First, consumer perception of green marketing significantly and positively influenced consumer responses, with perceived corporate ability, motivation, and morality each exerting a meaningful impact on both emotional and behavioral responses. Second, consumer trust was found to mediate, confirming its importance as the psychological mechanism that translates green marketing perceptions into actual consumer engagement. Third, consumer self-improvement significantly moderated the relationship between consumer perception and trust, with higher self-improvement strengthening the trust-building process. The study provides a unique contribution by conceptualizing consumer perception of green marketing as a multidimensional construct rather than a single measure, offering a more nuanced understanding of consumer evaluation processes. It further enriches the Stimulus–Organism–Response framework by incorporating consumer trust as a mediator and introducing self-improvement as a novel moderator. These insights extend theoretical knowledge in green marketing research and offer practical guidance for enterprises seeking to build credibility, foster trust, and enhance sustainable consumer behavior.

The Effects of Cooperative Learning Activities on Self-Directed Learning in Early Secondary Education Students

Jakkrit Marnnoi, Piya Marnin, Somsak Wongsaman, Mit Darachai — Thu, 30 Oct 2025 00:00:00 +0700

The purposes of this study were to 1) investigate the level of self-directed learning (SDL) among junior high school students in the experimental group before and after cooperative learning (CL) interventions, 2) examine the SDL level in the control group before and after conventional instruction, and 3) determine statistically significant differences in SDL levels between experimental and control groups post-intervention. The research employed a quasi-experimental design. The population consisted of 86 students who were members of the “Happy Mind, Healthy Life” club (pseudonym). A total of 42 students were selected as the sample and assigned to two groups: an experimental group and a control group, each comprising 21 students. The research instruments included a set of CL activities and an SDL questionnaire for early secondary education students, both validated by five experts. Data were analyzed using t-tests to compare pre-test and post-test scores within and between groups. The research results indicated that 1. Students in the experimental group showed a statistically significant increase in self-directed learning after participating in the cooperative learning activities at the .05 significance level (2). No significant difference was found in the control group between the pre-test and post-test scores. Moreover, 3. the post-test scores of the experimental group were significantly higher than those of the control group at the .05 level. Findings support implementing cooperative learning as a standard pedagogical approach for early adolescent learners to develop SDL capabilities.

Factors Influencing the Decision to Use Vermicompost Liquid Fertilizer among Organic Farmers in Nakhonpathom Province

Nutpapha Boonkhajai, Sonthaya Sampaothong, Donchida Wathinputhiporn — Thu, 30 Oct 2025 00:00:00 +0700

This study aimed to investigate the factors influencing the purchase decision of vermicompost liquid fertilizer among organic farmers in Nakhon Pathom Province, examining demographic characteristics, consumer behavior, and marketing mix elements. A quantitative research approach was employed, collecting data through questionnaires from 62 organic farmers and analyzing them using descriptive statistics and multiple regression analysis. Results revealed that most farmers were female, aged 50-59 years, had an education level below a bachelor's degree, and had over 10 years of farming experience. Multiple regression analysis identified average monthly income as the only statistically significant factor (B = 0.319, p = 0.014), indicating a positive correlation and accounting for 11.4% of the variance. However, in-depth analysis revealed that low-income farmers had a higher proportion of use (50.0%). In comparison, high-income farmers had no use at all (0.0%), reflecting the complexity of this relationship due to government support programs and the necessity to reduce production costs. Regarding consumer behavior, payment methods were rated as most important (mean = 4.26), followed by influential decision-makers (mean = 4.21), with local leaders and agricultural agencies playing significant roles in farmers’ decisions. Although consumer behavior factors and marketing mix factors were not statistically significant in the regression model, descriptive analysis indicated that farmers valued distribution channels and marketing promotions. These findings provide essential information for entrepreneurs to develop appropriate marketing strategies targeting specific customer segments and for relevant agencies to formulate policies promoting sustainable use of organic agricultural inputs. The study highlights the importance of developing technology transfer systems through community leaders and supporting low-income farmers to enhance the adoption of vermicompost liquid fertilizer in organic farming practices.

The Evaluation of Master of Education Administration Graduate School, Rajapark Institute

Thu, 30 Oct 2025 00:00:00 +0700

The objectives of this research were to: (1) evaluate the Master of Education Program in Educational Administration, and (2) explore approaches for its development and improvement. This research employed a mixed-methods approach. The sample (N=250) comprised 130 current students and 120 graduates. Data were collected using questionnaires and analyzed with frequency distribution, percentage, mean, and standard deviation. The findings revealed that the suitability of the curriculum's context, process, and product was at the highest level. The input factor, however, demonstrated a high level of suitability. For curriculum development and improvement, subjects essential for administration should be categorized as compulsory courses. The curriculum should incorporate increased content on the application of technology in administration. Additionally, academic conferences should be organized, and students should be encouraged to present their work to enhance their academic skills and expertise.

Entrepreneurial Knowledge Seeking Behavior and Skills and Factors Supporting Entrepreneurial Skills of Students of the Faculty of Business Administration, Rajapark Institute

Thu, 30 Oct 2025 00:00:00 +0700

The research objectives were to: (1) study the level of entrepreneurial knowledge-seeking behaviors and skills; (2) compare this level across different student backgrounds; and (3) identify supporting factors for entrepreneurial skills of students in the Faculty of Business Administration, Rajapark Institute. The sample consisted of 275 respondents and 15 key informants. Research instruments included a questionnaire (with a reliability of 0.931) and an interview form. Data were analyzed using mean, standard deviation, independent sample t-test, one-way ANOVA, and content analysis. The study found that the overall level of entrepreneurial knowledge-seeking behaviors and skills among students in the Faculty of Business Administration at Rajapark Institute was high. Comparisons of this level across gender and age were not statistically significant, while differences were found when classified by academic field and business experience (at the 0.05 significance level). Supporting factors identified included the ability to utilize AI, practical communication skills, creativity, direct training, and higher education or upskilling.

Development of the MPAC Instructional Model to Enhance Reading Skills through Local Illustrated Storybooks for Kindergarten 3 at Municipal School 5, Surat Thani Municipality Mueang Surat Thani District, Surat Thani Province

Yaowapa Sarathep — Thu, 30 Oct 2025 00:00:00 +0700

This research aimed to develop the MPAC instructional model to enhance reading skills among kindergarten students, specifically those in level 3 (aged 5), by utilizing local illustrated storybooks. This study employed a Research and Development (R&D) methodology with four main objectives: (1) to study the basic needs for developing the MPAC instructional model, (2) to develop the model, (3) to implement the model in a real educational setting, and (4) to evaluate the model’s effectiveness. The evaluation focused on three aspects: (1) the model's effectiveness according to the E₁/E₂ criterion, (2) a comparison of students’ reading skills before and after the implementation, and (3) student satisfaction with the MPAC model. The sample group consisted of 30 kindergarten 3/2 students from Municipal School 5, Surat Thani Municipality, selected through purposive sampling in the first semester of the 2024 academic year. The research instruments included a needs assessment questionnaire for parents, teachers, and students; focus group discussions involving teachers, educational personnel, school board members, and administrators; and a satisfaction questionnaire for students. The MPAC instructional model consisted of a user manual, 18 experiential lesson plans, and six local illustrated storybooks. The experimental teaching was conducted over six weeks, three days a week, with one-hour sessions, totaling 18 hours. Data were analyzed using descriptive statistics (mean and standard deviation), hypothesis testing (dependent t-test), and content analysis. Instrument quality was evaluated through Item-Objective Congruence (IOC), Cronbach’s Alpha, KR-20, item difficulty (p), and discrimination index (r). The instructional model’s effectiveness was assessed using the E₁/E₂ efficiency formula. The results showed that the MPAC instructional model was highly effective in enhancing reading skills, significantly improved students’ reading performance, and was well-received by the learners. The results of the comparison of reading skills before and after using the MPAC teaching model to promote reading skills showed that the average score after learning was 33.00, which was higher than the pre-learning score.

Guidelines for Public Participation in Local Development of Bang Khru Sub-district, Phra Pradaeng District, Samut Prakan Province

Paramaporn Noyjeen, Thanyanant Chansongpol — Thu, 30 Oct 2025 00:00:00 +0700

This research aimed to investigate (1) public participation, (2) factors affecting public participation, and (3) approaches to public participation in local development in Bang Khru Subdistrict, Phra Pradaeng District, Samut Prakan Province. The study utilized a mixed-methods approach with a sample of 394 participants. A questionnaire was used and analyzed using descriptive and inferential statistics (t-test and one-way ANOVA). Data were collected through interviews with 15 key informants and analyzed using a categorization of primary and secondary themes. The results revealed that (1) Public participation, overall, was at a high level (x̄ = 4.42). This included aspects such as strengthening local ties (x̄ = 4.49), participation in decision-making (x̄ = 4.49), responding to local development needs (x̄ = 4.41), and participation in implementation (x̄ = 4.39). (2) Factors affecting public participation in local development overall were at a high level (x̄ = 4.29), including leadership influence, participation benefits, performance (x̄ = 4.41), and problem-solving (x̄ = 4.39). (3) The key approach to promoting participation is to provide tangible benefits for the public, emphasizing learning, collaborative problem solving, strengthening community capacity for self-reliance, and multi-sectoral collaboration. The results of this research can serve as a guideline for local administrative organizations in designing policies and activities that focus on creating tangible benefits and strengthening leadership roles to promote effective public participation in semi-urban and semi-rural areas.

Marketing Mix Factors Affecting the Decision to Choose to Study in the Bachelor of Arts Program in Forecasting and Astrology, Rajapark Institute

Thu, 30 Oct 2025 00:00:00 +0700

The objectives of this research were (1) to study the marketing mix factors affecting the decision to study in the Bachelor of Arts Program in Forecasting and Astrology, Rajapark Institute; (2) to study the decision-making behavior for choosing to study in the said program; and (3) to compare personal factors with the decision-making behavior. This study employed a quantitative research design with a sample size of 400 individuals, comprising the general public and prospective students, selected through quota and purposive sampling methods. An online questionnaire was used to collect the data. Statistics used for data analysis included percentages, means, standard deviations, and multiple regression for hypothesis testing. The results revealed that (1) the overall marketing mix factors affected the decision to study at a high level (xˉ = 4.03, S.D. = 0.834). (2) The overall decision-making behavior was at a high level (xˉ = 4.06, S.D. = 0.767). (3) The hypothesis testing indicated that price (tuition fees), place (application and distribution channels), promotion, and online marketing significantly influenced the decision to enroll in the Bachelor of Arts Program in Forecasting and Astrology at a statistical significance level of 0.05.