https://so02.tci-thaijo.org/index.php/larts-journal/issue/feed RMUTK Journal of Liberal Arts 2022-05-31T09:15:35+07:00 ผู้ช่วยศาสตราจารย์ ดร.ชนัญชิดา ยุกติรัตน์ lartsjournal@mail.rmutk.ac.th Open Journal Systems <p>Publishing high-quality articles in liberal arts including languages, linguistics, service industries, culture and arts, product design, education, curriculum and teaching, educational technology and social sciences e.g. law, criminology and justice, sociology, anthropology, social development, psychology and counseling, and business administration</p> https://so02.tci-thaijo.org/index.php/larts-journal/article/view/249044 FRENCH TOURISTS’ OPINION ON THAI RESTAURANT MANAGEMENT 2021-07-13T08:24:32+07:00 Aree Lapwongraj aree.l@mail.rmutk.ac.th <p>The purpose of this research was to study the opinion of French tourists on Thai restaurant management. The sample consisted of 400 French tourists using Convenience Sampling method. The data from two-hundred tourists were directly collected. And The data from the other two-hundred ones were from online collection. The research tool was a 5-level rating scale questionnaire. Statistics used were mean, and standard deviation. The findings showed that French tourists focused on the following points: 1) product aspect: it should be of good quality, fresh and clean.; 2) price aspect: price should be clearly stated on the menu.; 3) place aspect, it should be located in a safe place.; 4) promotion aspect: restaurant should offer weekly or monthly special food items for promotional purposes advertised on the websites that provide information about different types of restaurants with location information.; 5) people aspect: restaurant employees should be smiling, courteous, welcoming and ready to serve.; 6) physical evidence / environment and presentation, cleanliness should be highly concerned.; and 7) process aspect: there should be fast, accurate, various payment channels available for customers. </p> 2022-05-31T00:00:00+07:00 Copyright (c) 2022 RMUTK Journal of Liberal Arts https://so02.tci-thaijo.org/index.php/larts-journal/article/view/247439 MEASUREMENT OF EFFICIENCY AND EFFECTIVENESS OF THAILAND LOW-COST AIRLINE MANAGEMENT USING MARKETING-MIX (7PS) THEORY 2021-10-29T15:47:31+07:00 Supaphorn Akkapin supaporn.a@mail.rmutk.ac.th Chamnong Kaewniam cchhkk0000@gmail.com Butsarin Detdamrongpreecha bbbttdd000@gmail.com Waris Madpongtua wwwrrsss0000@gmail.com Thaninthorn Thanarakwattanakul tntntrtr000@gmail.com Darin Seedanoy drdrsdsd000@gmail.com <p>This research aims to 1) observe the demographic details of the clients of low-cost airlines operating in Thailand, and 2) measure efficiency and effectiveness of Thailand’s low-cost airlines using the marketing mix (7PS) theory. The qualitative research employed the questionnaire to collate the data from the sample which are 100 clients of Thailand’s low-cost airlines. The accidental sampling was conducted at Suvarnabhumi International Airport, Samut Prakan and Don Mueang International Airport, Bangkok. The data were analyzed by descriptive statistics i.e., frequency, percentage (%), mean (), and standard deviation (S.D.) applied with the marketing-mix theory (7Ps). The results revealed that the majority of Thailand airline clients were female (56%), aged 26-35 years (34%), single status (47%), holding a bachelor's degree (61%), were private-sector employees (47%), and average monthly income 10,001-20,000 Baht (28%). According to the measurement of efficiency and effectiveness of Thailand’s low-cost airlines using marketing mix (7PS) theory, the results revealed that most of the clients had an opinion on the efficiency and effectiveness of the overall low-cost airline business management at the highest level (<img title="\bar{x}" src="https://latex.codecogs.com/gif.latex?\bar{x}" />=3.65, SD=1.11), by having an opinion on the airline personnel at the highest level (<img title="\bar{x}" src="https://latex.codecogs.com/gif.latex?\bar{x}" />=4.13, SD=0.69). However, the opinion of clients on the marketing promotion was at a moderate level (<img title="\bar{x}" src="https://latex.codecogs.com/gif.latex?\bar{x}" />=3.74 SD=0.8), which was the lowest opinion of the efficiency and effectiveness of the low-cost management operated in Thailand.</p> 2022-05-31T00:00:00+07:00 Copyright (c) 2022 RMUTK Journal of Liberal Arts https://so02.tci-thaijo.org/index.php/larts-journal/article/view/247331 RATE OF RETURN AND RISK ANALYSIS IN THE TOURISM AND LEISURE BUSINESS SECTOR 2021-03-25T13:12:19+07:00 Suthamas Liewsengkul stmmh000@gmail.com Siriyanon Bupphasing ssbupu0000@gmail.com Sasi Yusukdee sssayyy000@gmail.com Atipan Vansuriya atipan.v@gmail.com Jessadaporn Yanuphrom jsdynp0000@gmail.com <p>The purpose of this research is 1) to study the rate of return and risk on securities in the&nbsp;<em>tourism</em>&nbsp;and&nbsp;<em>leisure</em>&nbsp;business sector in the Stock Exchange of Thailand. 2) to compare rate of returns and risks between securities in the&nbsp;<em>tourism</em>&nbsp;and&nbsp;<em>leisure</em>&nbsp;business sector and the Stock Exchange of Thailand. 3) To study the beta coefficient on the&nbsp;<em>tourism</em>&nbsp;and&nbsp;<em>leisure</em>&nbsp;business sector in the Stock Exchange of Thailand using the Capital Asset Pricing Model: CAPM. The securities in this study including 13 securities in the&nbsp;<em>tourism</em>&nbsp;and&nbsp;<em>leisure</em>&nbsp;business sector including ASIA, CENTEL, CSR, DTC, ERW, GRAND, LRH, MANLIN, OHTL, SHANG, SHR, ROH, VRANDA. Using information on closing prices of all 13 securities for each day, for a period of 267 business days from July 1, 2019 to July 31, 2020. The result of study found that 4 securities including CSR, ERW, OHTL และ ROH should be invested by investors according to their undervalued stocks, while securities of ASIA, CENTEL, DTC, GRAND, LRH, MANRIN, SHANG, SHR and VRANDA should not be made decision to invest according to its overvalued stock.</p> 2022-05-31T00:00:00+07:00 Copyright (c) 2022 RMUTK Journal of Liberal Arts https://so02.tci-thaijo.org/index.php/larts-journal/article/view/254452 GUIDELINES FOR DEVELOPING SERVICE QUALITY OF CULTURAL HOMESTAY AT BANG MAE MAI COMMUNITY, SUPHAN BURI PROVINCE 2022-02-24T09:29:31+07:00 Benjaporn Chuapung cool_izy@hotmail.com Thapakorn Thongkamnush tapkkt000@gmail.com Phimphorn Phimsuwan pmpp000@gmail.com Tharida Sakulrat taddss000@gmail.com <p>The objectives of this article are 1) to observe the condition and management of the homestays at Bang Mae Mai community in Bang Pla Ma, Suphan Buri province, 2) to evaluate the quality of service of cultural homestay experience at Bang Mae Mai community in Bang Pla Ma, Suphan Buri province and 3) to set the guidelines for developing service quality of cultural homestay experience in Bang Mae Mai community, Suphan Buri province. This research employed a mix research method. The qualitative research section was conducted with the sample of 34 community leaders and host groups. The instruments used with this group were the homestay potential survey for 15 households, the interview and group discussion form, and descriptive analysis. The quantitative research section was applied to 120 tourists visiting Bang Mae Mai community. A questionnaire was used to draw the expectation and satisfaction of tourists towards the accommodation in Bang Mae Mai community before and after the renovation of the homestays. The statistics used to analyze the data were percentage, mean, and standard deviation. The result was narrated in form of a descriptive analysis. The result showed that 14 households passed the homestay potential assessment criteria. The most outstanding was the home architecture design and construction, while the personal and the facilities in the accommodation were the second most outstanding. The strengths and weaknesses that were considered to create service identity for Bang Mae Mai homestays are Thai houses, kindness, friendliness, delicious food, and palm sugar trees. Thai houses are considered to be the identity of the community, in addition people in the community are kind, generous, and willing to welcome tourists and visitors. Moreover, Thai food in the central region flavorful. And there is a photo spot with hundreds of sugar palm trees arranged in rows that were considered as an important landmark. To compare the tourist's rating on expectation and satisfaction with staying at Bang Mae Mai community, Suphan Buri province before and after the renovation of the homestay, it was found that the score level became higher in all aspects. The highest mean was the hospitality of the host, the location, facilities, and public relations, respectively.</p> 2022-05-31T00:00:00+07:00 Copyright (c) 2022 RMUTK Journal of Liberal Arts https://so02.tci-thaijo.org/index.php/larts-journal/article/view/252845 APPROPRIATE DESIGN TO PROMOTE SELF-ESTEEM IN ELDERLY POPULATION 2021-12-14T13:04:59+07:00 Nantiya Na Nongkai nantiya.nanongkai@gmail.com Sittisak Rattanaprapawan sttsrrstn00@gmail.com Charuwan Tadadej ccttddj00@gmail.com <p>This article aims to study and collect the data of universal design principles to promote quality of life of elderly, and to be the guidelines to improve the potential of manufacturers and their local products. Qualitative research method was applied to conduct this research paper, in which data was collected from the samples of 100 elderly male and female populations in Nakhon Ratchasima. The simple sampling method is utilized to determine the sample size, at the tolerance of <img title="\pm" src="https://latex.codecogs.com/gif.latex?\pm" />10 according to Taro Yamane’s formula. Tools for the data collection include survey on the satisfaction of participants, which was implemented in 2 phases: 1) Online discussion and focus group on the production design for health product for elderly called “Gaow Goods: self-care for our age”; and 2) the evaluation of satisfaction. The results of the study revealed that the samples were interested in crayon drawing sets, bags, hats, watercolor painting sets, knitted balls, textile design kits, and hand pillows. None of the samples were interested in shoe design. The results can be categorized into 3 topics which are 1) physical restriction; 2) duration of development, and 3) personal preferences. Additionally, the satisfaction survey results from the online discussion revealed that: 1) the attractiveness and benefits for participants are at a high level (<img title="\bar{x}" src="https://latex.codecogs.com/gif.latex?\bar{x}" />=4.00); 2) benefits after participating in the activities are at a very high level (<img title="\bar{x}" src="https://latex.codecogs.com/gif.latex?\bar{x}" />=5.00); 3. the satisfaction towards activities arranged via LINE application and YouTube is at a very high level (<img title="\bar{x}" src="https://latex.codecogs.com/gif.latex?\bar{x}" />=5.00); 4. the satisfaction towards instructors during the lectures and Q&amp;A session is at a very high level (<img title="\bar{x}" src="https://latex.codecogs.com/gif.latex?\bar{x}" />=5.00), and 5. the satisfaction towards the duration of activity is at a high level (<img title="\bar{x}" src="https://latex.codecogs.com/gif.latex?\bar{x}" />=4.00).</p> 2022-05-31T00:00:00+07:00 Copyright (c) 2022 RMUTK Journal of Liberal Arts https://so02.tci-thaijo.org/index.php/larts-journal/article/view/255700 DESIGN OF SOUVENIR PRODUCTS FROM THE WISDOM OF THE GLAZED CERAMIC DECORATION WITHIN WAT PHRA CHETUPHON WIMONMANGKALARAM IN THE CONCEPT OF CREATING THAI IDENTITY PRODUCTS 2022-04-11T16:09:07+07:00 Rittirat Dararat rittirat.d@mail.rmutk.ac.th Korakot Sisawad krkss00@gmail.com <p>The purpose of this research was to study Thai identity in terms of wisdom, glazed tile decorations within Wat Phra Chetuphon Wimonmangkalaram by studying the demand of tourists, and to design souvenir products in the concept of creating Thai identity products by using qualitative and quantitative research methods. The objectives of this study were: 1) to study the wisdom model of glazed tile decorations, 2) to study the factors and demand of tourists, and 3) to design souvenir products. The population and the sample group according to objective no. 1: The population and the sample group were highly qualified people and experts in art history and archeology of the study area. The sample was selected using the specific selection method. The tools used were interview forms and interviews and unstructured. Objective no. 2. The population and the sample group were tourists visiting the area as targets. The sample was selected using the quota selection method. The tools include an information inquiry form as a guide to studying the needs of souvenir products. Objective no, 3. The population and the sample group were highly qualified people and experts in product design. The selection of simple using the specific selection method. The tool was a checklist form an open-ended questionnaire to ask for opinions to seek advice on the analysis of data, percentages, mean and standard deviation. The results showed that the first souvenir product model had a high level of suitability (<img title="\bar{x}" src="https://latex.codecogs.com/gif.latex?\bar{x}" />=4.55, SD= 0.48) which was considered appropriate to be used as a model for the development of souvenir products of Wat Phra Chetuphon Wimonmangkalaram.</p> 2022-05-31T00:00:00+07:00 Copyright (c) 2022 RMUTK Journal of Liberal Arts https://so02.tci-thaijo.org/index.php/larts-journal/article/view/255706 A GRAPHIC DESIGN AND ILLUSTRATION FOR CULTURAL COMMUNICATION TOURISM IN ANG-THONG PROVINCE 2022-04-11T16:12:10+07:00 Anucha Klomklaen anc000@gmail.com Nuttawit Khongsricha Nttwk000@gmail.com Thammarat Jaroonchon thmjj000@gmail.com Rittirat Dararat rrttd000@gmail.com Sirichai Russamejam pikanesri@gmail.com <p>This research has 3 objectives which are: 1) to study the general information in Ang-Thong, Sign-function theories/ semiotics, design concepts, and public relations themes to promote the cultural tourism in Ang-Thong, 2) to make graphic design emblems and illustrations of cultural tourism, and 3) to evaluate the satisfaction towards the graphic design emblem and illustration of cultural tourism in Ang-Thong. The research method is divided into 3 phases relating to the objectives. The population of this research and development are Thai and international tourists in the cultural tourism area of Ang-Thong. One-hundred samples were selected by using purposive sampling method, and Yamane’s calculation formula was applied. The tool of the research is an evaluation form to assess the satisfaction towards the graphic design and illustration. The process of the emblem and illustration design includes the interpretation from Ang-Thong provincial slogan into signs. It was divided into 2 groups of designs which are 1) visual graphic illustration and 2) font design. The result declares that overall satisfaction towards the graphic design emblem and illustration of cultural tourism in Ang-Thong was at a high average (<img title="\bar{x}" src="https://latex.codecogs.com/gif.latex?\bar{x}" />=4.97, SD=0.17) in the aspects of the elegance and element of emblem and illustration at the high level (<img title="\bar{x}" src="https://latex.codecogs.com/gif.latex?\bar{x}" />=495, SD =0.18), and communication and interpretation of the signs at the high level (<img title="\bar{x}" src="https://latex.codecogs.com/gif.latex?\bar{x}" />=4.98, SD=0.15). The results of this research can be applied and developed into various designs, in order to enhance and promote uniqueness of goods, packages, and community products in Ang-Thong. The designs, fonts, and background can be redesigned with variety of cultural contemporary techniques of art to reaffirm feelings and memories of the community.</p> 2022-05-31T00:00:00+07:00 Copyright (c) 2022 RMUTK Journal of Liberal Arts https://so02.tci-thaijo.org/index.php/larts-journal/article/view/255422 DESIGN AND DEVELOPMENT TO ENHANCE VALUE OF HAND-WOVEN COTTON LOINCLOTHS PRODUCTS IN CENTRAL REGION COMMUNITIES 2022-04-04T17:35:26+07:00 Patthnit Sittinoppan sittinoppan@hotmail.com Pratuangtip Panbamrung pttpb0000@gmail.com Kangkard Tonthongkam kgkdt000@gmail.com <p>The design and development to enhance value of hand-woven cotton loincloths products in central region communities is an experimental development research and participant action research (PAR) which emphasizes a design to develop the color structure of loincloth and dyeing standard using natural dyes in the central region, designing community products, and conveying knowledge to the target group. The research is divided into 2 parts. Part 1 is the design and development of the color structure of loincloth fabrics through distribution of knowledge in natural dyes to the members of target group. The results of dyeing experiment and testing of the color fastness to washing, according to the AATCC Test Method 61-2010, found that the most of dyed rayon yarns have a washing fastness level of 4 especially dyed with cassia leaves, mulberry, pods of Pheka- <em>Indian trumpet flowers</em>, marigold bark, marigold, neem bark, and betel nut, whereas, the ones dyed with the essence of Sappan- <em>Indian redwood</em>, lac and mango leaves have a low washing fastness of 1-2 levels. In addition, it was found that the color fastness to perspiration of the dyed yarns, according to the AATCC Test Method 15-2010, rayon yarns have moderate to very good levels. None of color staining on multifiber fabrics was found except for yarns dyed with kernel of Sappan- <em>Indian redwood</em> in which the color fastness to perspiration is the lowest. Part 2 is the development of hand-woven cotton products using standardized natural dyeing test results to determine the color structure and the design of hand-woven fabrics by using a specific query method choosing a pattern in the target audience through the transfer of knowledge in designing and arranging yarn color schemes for members.</p> 2022-05-31T00:00:00+07:00 Copyright (c) 2022 RMUTK Journal of Liberal Arts https://so02.tci-thaijo.org/index.php/larts-journal/article/view/255506 THE PERCEPTION OF THAI TOURISTS ON THE COMMERCIAL LAUNCH OF BETONG INTERNATIONAL AIRPORT AND THEIR DECISION MAKING TO TRAVEL 2022-04-28T15:00:11+07:00 Chargarn Pattpai chargarn.p@mail.rmutk.ac.th Lanliya Phraepanichawat lllypp000@gmail.com <p>The aim of this research was to study the perception and decision making on traveling to Betong, Yala of Thai tourists influenced by the official opening of Betong International Airport where the flight from Bangkok to Betong, and vice versa have started the operations from March 2022. This is a quantitative study implementing survey research which collected data from a sample of 400 people using questionnaires as a research tool. Statistics used to analyze data include frequency values, percentage values, averages, and standard deviations, whereas data were analyzed by using a computer software package. The results showed that most respondents had a low and the lowest perception regarding the official opening of Betong International Airport, and the operation of flight from Bangkok to Betong, and vice versa by very few airlines. Two-hundred and twenty-three participants (or 55.8%) had never perceived the information form any of the media. If air transportation was an alternative to go to Betong, 137 tourists (or 34.3% of the tourists) would decide to visit Betong. One-hundred and thirty-four Thai tourists (or 33.5%) agreed that traveling by air transportation is more convenient and safer than land transportation. Based on the perception of 141 people, or 35.3 percent of the sample group, they are concerned about traveling to Betong on the road due to the insurgency that has been occurring in the southern region. Based on the hypotheses, it was found that 335 people, representing 83.8 percent of the tourists, had never visited Betong due to the inconvenience of transportation. Therefore, public relations regarding the availability of flights to Betong International Airport should be enhanced to enlighten the tourists more alternatives of transportation to Betong.</p> 2022-05-31T00:00:00+07:00 Copyright (c) 2022 RMUTK Journal of Liberal Arts https://so02.tci-thaijo.org/index.php/larts-journal/article/view/255902 RESULTS OF TRAINING IN ARGUMENTATIVE WRITING 2022-04-26T15:43:08+07:00 Chamnong Kaewneam chamnong.k@mail.rmutk.ac.th Supaphorn Akkapin ssppaas000@gmail.com Chapanit Jaengsri cchhpjj000@gmail.com Siriporn Pongkonglad ssspprp000@gmail.com <p>This case study was to seek the results of training students majoring in English for International Communication in argumentative writing. The students were studying an argumentative writing course at Faculty of Liberal Arts, Rajamangala University of Technology Krungthep. A criteria and scale for teaching, learning, and evaluating argumentation developed by Kaewpet (2018a) was used to train the students. Thirteen of the students agreed to contribute their argumentative essays to this study. The first set of argumentative essays was from the practice session of the first lesson. It was concerned with 21st century skills. The second set was from the last lesson, and its content was about the students’ preferences regarding fact-to-face or online programs. The essays were evaluated by the same criteria and scale used during the training. It was found that the training yielded somewhat fair results from the first training and advanced to the much level from the last training. It was also found that the students performed better in terms of writing argumentation as a result of the training. However, the ability varied depending on the individual students. The findings suggested usefulness of explicit teaching and repetition in practice in order to obtain satisfactory results.</p> 2022-05-31T00:00:00+07:00 Copyright (c) 2022 RMUTK Journal of Liberal Arts