RMUTK Journal of Liberal Arts

Knowledge Management Strategies: Fundamental Theories and Core Mechanisms

Sukon Aduldaecha — 2026-04-08

Knowledge management (KM) has become a critical factor in building organizational confidence, achieving success, and ensuring long-term survival—particularly in the 21st century, where businesses must continuously compete to acquire and maintain competitive advantages as well as wealth and stability. Knowledge management encompasses processes of knowledge capture, reshaping, and application through value-adding activities to create sustainable competitive advantages. This study provides an overview of knowledge management, its fundamental theoretical frameworks, and its core mechanisms. The methodology involves a synthesis of data from peer-reviewed journals, conference proceedings, and academic texts, focusing on three key dimensions of KM strategies that strengthen organizational competitiveness. The results revealed that core mechanisms within KM strategies directly influence specific organizational behaviors. They also enhance value creation, enabling organizations to meet strategic goals and superior competitiveness even within volatile and dynamic environments.

The Evaluation of the Learning Resource Development Project for Educational Management at Khitchakutwitthaya School, Chanthaburi Province

Surakiat Ngamlert — 2026-04-08

The objectives of this research were to evaluate a learning resource development project designed to enhance learning management at Khitchakutwitthaya School in Chanthaburi Province; assess satisfaction with the project’s operational approach, categorized by specific learning development activities; and identify problems and recommendations regarding the project's implementation. The research sample consisted of 59 participants from Khitchakutwitthaya School during the 2023 academic year, including 8 school executive committee members, 35 teachers, and 16 parents, all selected through purposive sampling. The research employed rating-scale questionnaires developed by the researcher, with reliability coefficients determined using Cronbach’s Alpha. The two questionnaires showed high reliability coefficients of 0.98 and 0.96, respectively. Data were analyzed using frequency, percentage, mean, and standard deviation. The research findings were as follows: (1) The operational approach for the learning resource development project was rated at a high level overall. Specifically, context and process evaluations reached high levels, while input and product evaluations were rated at a moderate level. Among the resources, teaching laboratories were highly developed, whereas quality classrooms, digital classrooms, and outdoor learning spaces were moderately developed. (2) Satisfaction with learning resource development was rated at a high level across all aspects, with the exception of outdoor learning resources, which received a moderate satisfaction rating. (3) Identified problems included procurement delays. Recommendations emphasized improving the efficiency of responsible personnel and upgrading digital procurement systems.

Factors affecting online purchasing behavior through the TikTok application of consumers in Generation Z in Thailand

Nattida Thepfun — 2026-04-08

This quantitative research aims to purchase decision behavior through the TikTok application and to examine factors affecting the decision to purchase products through the TikTok application channel of Generation Z consumers in Thailand. The research sample group consisted of 400 Generation Z using purposive sampling of consumers in Thailand by online questionnaire. The statistics used in data analysis consist of descriptive statistics such as frequency, percentage, mean, and standard deviation, and inferential statistics such as t-tests, and one-way analyses of variance differences between independent and dependent variables using value analysis to test the hypothesis. The study results found that gender affect purchases through the TikTok application, showing that gender and occupation affect the convenience of using the TikTok app. In addition, the level of education affects purchasing behavior in terms of confidence in the relationship with the influencer (sig = 0.016), and the selection of short video content that is concise and attention-grabbing (sig = 0.042) different at the 0.05 level. In the study of the marketing mix (7P) and consumer behavior, it was found that physical factors (X̄ = 4.60) and purchasing products through the TikTok online application are convenient in using the service (X̄ = 4.64) are the highest average factors that consumers value the variety of products available on TikTok and the attention-grabbing product videos.

Developing Local Cultural Area Through Community Participation Process: A Case Study on “Lan Wattana” Walking Street, Natan District, Ubon Ratchathani Province

Grittaya Utto — 2026-04-08

This research aimed to develop a local cultural area of a walking street at Pak Saeng Temple, Pa Lan Subdistrict, Natan District, Ubon Ratchathani Province, through community participation processes. The study employed a Participatory Action Research (PAR) methodology, with participants selected via purposive sampling. The sample included Sangha members, village leaders, community members, representatives from government and business organizations, local entrepreneurs, and target participants. Data collection was conducted through in-depth interviews and open-ended questionnaires. The walking street "Lan Wattana" designated as a cultural area, established in November 2023, resulted from community-network collaborations and collaborative learning processes. Key stages included comparative reviews, impact assessments, the development of learning processes, knowledge sharing, and reflective practice. Lan Wattana operates weekly on Saturdays from 10:00 AM to 4:00 PM. Activities include contemporary dancing, cultural talk shows, the sale of indigenous and organic products, and cultural demonstrations. It has raised community awareness regarding cultural heritage conservation while generating income and fostering business networks. Extensive social media publicity has further increased public recognition and participation. Overall, the results indicate that community participation and collaborative learning are fundamental to developing local cultural areas and ensuring the continuity of cultural activities. Furthermore, the knowledge gained from this research can be applied to policies promoting local economies by leveraging cultural capital, such as indigenous foods, arts, handicrafts, and eco-cultural tourism.

Development of a Skill Training Kit for the Power Transmission System with Engineering-Based Learning for Vocational Certificate Students in the Industrial Program

Pongsak Komplew — 2026-04-08

The objectives of this research were to: 1) investigate current issues in teaching and learning the subject of Power Transmission Systems; 2) develop and evaluate the effectiveness of a skill training set integrated with engineering-based learning focused on the gear transmission system of a lathe headstock; and 3) compare learning outcomes before and after using the developed training set. The sample group consisted of 25 vocational certificate students selected through cluster sampling. The research instruments were a classroom observation record to identify instructional problems, the developed skill training set, an appropriateness assessment form with Content Validity Indices (CVI) ranging from 0.60 to 1.00, and an achievement test with content validity between 0.60 and 1.00, discrimination indices between 0.42 and 0.62, difficulty indices between 0.45 and 0.77, and an overall reliability of 0.78. Data were analyzed using content analysis, mean, standard deviation, and t-tests. The results of this study revealed that students initially lacked an understanding of the power transmission system of a lathe headstock due to limited access to physical equipment and a reliance on traditional lecture-based methods. Standard media, such as documents and PowerPoint, failed to adequately illustrate the detailed mechanics of the gear system, resulting in learning outcomes that fell below cognitive behavioral objectives. In addition, the developed skill training set was rated as highly appropriate ( = 4.65, S.D. = 0.69). Its instructional effectiveness exceeded the 80/80 criterion. Post-intervention achievement scores were significantly higher than the 80% benchmark at the 0.05 level of statistical significance, indicating that the training set effectively enhanced student performance.

Chinese Tourists’ Behavior and Factors Influencing Travel Decisions to Phra Nakhon Si Ayutthaya

Chandat Thianthong — 2026-04-08

This study aimed to: (1) examine the travel behavior of Chinese tourists in Phra Nakhon Si Ayutthaya; (2) explore their satisfaction with the quality of services provided by local service providers; and (3) investigate the factors influencing their travel decisions. This quantitative research targeted 150 Chinese tourists visiting Phra Nakhon Si Ayutthaya, selected through purposive sampling. A questionnaire served as the primary research instrument, and data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation. The research findings revealed that: 1) In terms of travel behavior, the majority of Chinese tourists were female, aged 51–60, held a bachelor’s degree, and were employed as company employees or business owners. This demographic reported moderate to high income levels and demonstrated a strong interest in cultural and historical tourism. 2) The overall level of satisfaction with tourism experiences and service quality was high. Tourists expressed significant satisfaction with attractions, accommodations, restaurants, transportation, and souvenir shops, and friendly service from staff which was a key driver of positive experiences. 3) Family recommendations and social media platforms—specifically WeChat and Xiaohongshu—were the most influential factors in the travel information search and decision-making processes. The study recommends enhancing tourism infrastructure, improving the language and communication skills of service providers, and leveraging popular Chinese digital platforms to promote local attractions. Furthermore, it emphasizes the necessity of sustainable tourism management to balance cultural and environmental preservation with long-term industrial growth.

The Development of Innovation Leadership Indicators for High School Students in the Educational Area of Lower Northern Region

Krittiya Intip — 2026-04-08

This research aimed to analyze the confirmatory factor structure of the innovative leadership model among high school students in the educational area of the lower northern region of Thailand. The sample consisted of 381 high school students from this region. A questionnaire containing 25 items on a 5-point Likert scale was used for data collection. Confirmatory factor analysis (CFA) was employed as the statistical method for analysis. The results revealed that the innovative leadership of high school students in this area consisted of five components: visionary innovation, innovative atmosphere, creative innovation skills, teamwork and innovative participation, and risk management and decision-making. Each component included five indicators. In addition, all components and their indicators were consistent with the empirical data ( = 260.225, df = 225, p = 0.0535, RMSEA = .020, CFI = .991, TLI = .988, SRMR = .037). The p-value indicated no statistically significant difference, suggesting a good model fit. The factor loadings of the indicators ranged from .537 to .793, all of which were statistically significant at the .05 level.

The Development of Higher Secondary School Students' English Paragraph Writing Skills through the Integration of ChatGPT (Generative Pre-trained Transformer)

Atipat Boonmoh — 2026-04-08

This study aimed to examine the development of English paragraph writing skills among higher secondary school students at a Bangkok Metropolitan Administration School after learning through the integration of ChatGPT (Generative Pre-trained Transformer) into instruction; to analyze the development of English paragraph writing skills influenced by the use of ChatGPT — specifically examining paragraph structure, grammar usage, vocabulary, and content coherence; and to assess students' satisfaction with this AI-assisted teaching approach. The study sample comprised 40 Grade 12 students from Naluang School, Bangkok, during the 2024 academic year, selected using simple random sampling. The research instruments included two instructional plans (each lasting two hours, totaling four hours of instruction), pre- and post-tests to measure writing proficiency, and a student satisfaction questionnaire. The findings revealed that the use of ChatGPT in instruction contributed to a clear improvement in students’ English paragraph writing skills, particularly in grammatical accuracy, paragraph organization, and word choice. Post-instruction writing scores were consistently higher than pre-instruction scores, indicating noticeable progress in students’ writing abilities. Additionally, the students indicated overall agreement with the ChatGPT-integrated instructional model, particularly appreciating its role in making English writing easier and more applicable to real-life contexts. These findings highlight the potential of artificial intelligence (AI) as a supportive tool in secondary-level English writing instruction and suggest that integrating ChatGPT into teaching can be an effective approach to enhancing students' writing ability in English.

Factors Influencing the Desire to Participate in Creative Tourism Activities Among Transitional-Era Tourists: A Case Study of the Ancient City of U-Thong, Suphan Buri Province

Tharanee Nawatnatee — 2026-04-08

This quantitative study aimed to (1) examine the forms of creative community-based tourism activities in the special tourism area of the ancient city of U-Thong, Suphan Buri Province, and (2) investigate the factors influencing transitional-era tourists’ desire to participate in such activities. The sample consisted of 400 Thai tourists. Data were collected using a structured questionnaire and analyzed using descriptive statistics and stepwise multiple regression analysis. The behavioral findings revealed that most tourists preferred short family trips by private car and relied on social media as their primary source of travel information. The most popular activities included taking photos/checking in, purchasing local products, learning about local culture, and religious worship. Overall, tourists’ desire to participate in creative tourism activities was at the highest level (x̄ = 4.43, S.D. = 0.62). The regression analysis indicated that gender (β = 0.462, p < .01) and education level (β = 0.462, p < .01) were significant personal factors. Moreover, four types of activities significantly influenced tourists’ desire: cultural learning (β = 0.177, p < .01), photo-taking/checking in (β = 0.212, p < .01), purchasing local products (β = 0.224, p < .01), and religious worship (β = 0.262, p < .01). The independent variables explained 52.9% of the variance in tourists’ desire (R² = 0.529, adjusted R² = 0.524). The results provide practical implications for designing creative tourism activities that effectively respond to the needs of transitional-era tourists and promote sustainable community-based tourism in secondary cities.

The Guidelines for Developing Tourism Components of Bangkama Community, Ban Kha District, Ratchaburi Province.

Supaphorn Akkapin — 2026-04-08

The Thai tourism industry continues to grow with the potential of its location, the diversity of its tourism resources, and the many potential opportunities for tourism. One of the diversities of tourism resources is communities based-tourism that is the study and learning about communities that is owned and managed by the community itself, utilizing natural resources and the environment, culture, way of life, and local wisdom to create experiences for tourists. This aims to strengthen communities, distribute income, preserve local identity, and promote sustainable development passed down from ancestors, varying according to the beliefs and faith of each community. Bangkama Community, Ban Bueng Subdistrict, Ban Kha District, Ratchaburi Province, is a community in a World Heritage valley with outstanding tourism resources. It has its own identity and can live in harmony with people and nature. The declaration of the area as a World Heritage Site means that no sectors can develop the road for traffic in and out. The difficulty of accessing the village has created tourism opportunities for the community, especially for adventurous tourists or those who enjoy exploring the way of life, local wisdom and environment. Therefore, the researcher focuses on studying the components of tourism in the community, including proposing guidelines for developing the components of tourism in the Bangkama community that communities to apply development approaches to create tourism opportunities for their communities effectively. This quantitative survey aimed to (1) examine the components of cultural tourism in Bangkama Community, Ban Kha District, Ratchaburi Province, and (2) propose development guidelines. The data collection tool used was a questionnaire, collected from 280 visiting tourists. Data was collected using Krejcie and Morgan's formula at a confidence level of 0.05 through simple random sampling. and analyzed with descriptive statistics (frequency, percentage, mean, and standard deviation). Results indicated high levels for Attractions and Activities, whereas Accommodation/Food services and Accessibility were moderate. Amenities and Ancillary services were low. (means = 2.31and 2.25, respectively). Notable activities included alms‐giving, nature trail hiking, hornbill watching, and ATV riding, underscoring strong experiential value alongside infrastructure and service gaps of destinations have led to development guidelines to further enhance tourism in the Bangkama community.

The Relationship Between Firm Value and Stock Prices of Listed Companies in the Stock Exchange of Thailand with Sustainable Business Practices

Thanawut Kaew-in — 2026-04-08

This research aims to assess overall financial factors, study enterprise value, and compare groups of profit factors with valuation that are related to the stock price of sustainable companies. The sample groups include Bangkok Bank Public Company Limited (BBL), Kasikornbank Public Company Limited (KBANK), Krungthai Bank Public Company Limited (KTB), PTT Public Company Limited (PTT), and PTT Exploration and Production Public Company Limited (PTTEP). Quarterly data collection from 2015 to 2024 were analyzed. The Panel Econometrics model found that earnings per share (EPS) and net profit margin (NPM) have a positive relationship with stock price with a confidence level of 99%. Earnings before interest and taxes (EBIT) and return on assets (ROA) have a negative relationship with stock price. With 99% confidence, the Fixed Effects model is more appropriate than Pooled OLS and can evaluate 79% of the financial factors. Relationship between TOBINS’Q and stock price BBL found that EPS and price-to-earnings ratio (P/E ratio) have a positive relationship with the stock price, while EBIT has a negative relationship with the stock price with 99% confidence. KBANK found that P/E ratio has a positive relationship with the stock price, NPM and ROA have a negative relationship with the stock price with 99% confidence and 90% confidence, respectively. KTB found that EPS and P/E ratio have a positive relationship with the stock price with 99% confidence. PTT found that EBIT, P/E ratio and dividend payout ratio (DPR) have a positive relationship with the stock price with 99% confidence. PTTEP found that EPS has a positive relationship with the stock price, P/E ratio and NPM have a negative relationship with the stock price with 99% confidence, 95% and 99% confidence, respectively. The comparison found that the profit factor group, including EBIT, has a positive relationship with the stock price with 99% confidence, and EPS has a positive relationship with the stock price with 95% confidence. DPR valuation group has a positive relationship with the stock price with 99% confidence.

The Formation of Multicultural Values with Local Food to Develop Phimonrat Subdistrict, Nonthaburi Province as Tourism Location

Pornpan Juntaronanont — 2026-04-08

Phimonrat Subdistrict, Nonthaburi Province, has strong potential for development as a gastronomic tourism destination due to its location along the Phimonrat Canal, its long historical background, and its rich cultural capital rooted in the continuous transmission of local culinary wisdom. This study aimed to: (1) collect and systematize traditional culinary knowledge of the Phimonrat community for dissemination, transmission, and further development; (2) develop a model local food-based occupational group as a foundation for tourism development; (3) promote sustainable development of multicultural local food tourism attractions; and (4) cultivate community researchers with knowledge of business management and the application of information technology in traditional local food enterprises. The research employed a community-based research (CBR) approach, integrating participatory action research with qualitative, experimental, and quantitative methods. The target group consisted of 26 participants from villages 3–7 in Phimonrat Subdistrict, Bang Bua Thong District, Nonthaburi Province. The findings revealed that: (1) 41 traditional food recipes with preparation techniques were systematically documented, along with 7 signature local dishes; (2) the development of local food occupational groups—categorized into savory dishes, desserts, snacks, and food tourism route development—enhanced participants’ skills in food production, marketing, and digital media utilization; (3) a half-day multicultural gastronomic tourism route comprising six key sites was developed, accompanied by the expansion of tourism partnership networks; and (4) 12 community researchers were trained who were capable of effectively communicating the cultural value of local food to the public. The study recommends strengthening distinctive local food identities alongside enhancing collaboration among community leaders, the application of digital technologies, and academic support in order to sustainably elevate gastronomic tourism development within the community.