Journal of Studies in the Field of Humanities

จริยธรรมการตีพิมพ์ผลงานในวารสารมนุษยศาสตร์วิชาการ

Rattanaphon Chuenka — 2026-06-28

Word Formation of Personal Meaning in Vietnamese

Rujiwan Laophairoj — 2026-06-28

This research article aims to investigate the word-formation processes and structural patterns involved in the creation of lexical items denoting human referents in Vietnamese. The data were collected from online Vietnamese language corpora, online dictionaries, and printed dictionaries, as well as through consultations with Vietnamese linguists and specialists in Chinese linguistics. The results of the study indicate that lexical items referring to persons in Vietnamese are formed through two primary word-formation processes: (1) Borrowing from Chinese, which includes the borrowing of lexical forms, morphemes, and word-formation patterns that are subsequently adapted to the Vietnamese linguistic system; and (2) Compounding, which encompasses structural combinations of free morphemes with free morphemes, free morphemes with semi-free morphemes, and semi-free morphemes with semi-free morphemes. In most cases, free morphemes are native Vietnamese morphemes; however, some free morphemes originated from Chinese roots that have undergone a process of vietnamization and now function as independent morphemes in Vietnamese. Semi-free morphemes, by contrast, are derived from Chinese-origin morphemes. The formation of person-denoting expressions in Vietnamese thus involves the incorporation of both morphemic elements and word-formation mechanisms of Chinese origin, which are adapted to conform to Vietnamese morphological and structural conventions. This process is not restricted to personal nouns but extends to expanded constructions, resulting in phrases or lexical groupings that encode reference to human entities.

Grammaticalization of the Word /chɔ̂:p/ in Thai

Taspol Asapai — 2026-06-28

This research aims to study the function and meaning of the word /chɔ̂:p/ in various periods of the Thai language, using Unchalee Singnoi Wongwattana’s Functional-Typological Grammar (2012, 2022) and examining the grammaticalization process of the word /chɔ̂:p/ in Thai, based on grammaticalization of Hopper and Traugott (2003). The data were historical and collected from different periods from the Sukhothai to the present, and the word /chɔ̂:p/ was found 681 times. The exploration shows that the word /ch ɔ̂:p/ performs two functions: as a verb and as an auxiliary verb; and that its meaning appears in four variations: “correct,” “liked” or “pleased,” “liked or pleased and indicating frequency,” and “indicating frequency.” The grammaticalization of /ch ɔ̂:p/ begins with its appearance at the beginning of a verb construction unit, which results in ambiguity. This prompts a reanalysis, shifting the word /ch ɔ̂:p/ from being a main verb to more closely resembling an auxiliary verb. This allows meaning inference through metonymy process and results in a comparison that broadens the context of use until it clearly takes on 4 characteristics of auxiliary verbs: 1) expanding the semantic properties of the subject, 2) expanding the semantic group of the verb, 3) co-occurring verb phrases tending to unpleasure, and 4) replacing regular aspect markers and tense markers. Thus, the word /ch ɔ̂:p/ loses its original word category. Additionally, the word /ch ɔ̂:p/ which conveys the meaning of ‘liked’ or ‘pleased’ undergoes metaphorical transformation, linking concrete meanings to more abstract meanings.

Context and Conceptual Metaphors in Khlong Lokanit:

Bai Yanmei — 2026-06-28

Conceptual Metaphor Theory has undergone continuous development, and one of its important advancements is the Extended Conceptual Metaphor Theory proposed by Kövecses (2020), which emphasizes the roles of situational, discourse, bodily, and conceptual-cognitive contexts in the construction, selection, and interpretation of conceptual metaphors. However, no study has systematically applied this framework to Thai-language data. This study therefore aims to investigate the contextual factors influencing the construction, selection, and interpretation of conceptual metaphors in Khlong Lokanit by adopting a qualitative linguistic approach based on Kövecses’s (2020) framework. The findings reveal that the construction, selection, and interpretation of conceptual metaphors in Khlong Lokanit are influenced by four contextual dimensions: (1) situational context, including the physical environment, social situations, and cultural situations; (2) discourse context, including co-text, preceding discourse, and knowledge concerning the speaker, topic, and audience; (3) bodily context, including stable experiential correlations and temporary bodily states; and (4) conceptual-cognitive context, including conceptual metaphor systems and ideology. These contextual factors play a significant role in the construction, selection, and interpretation of conceptual metaphors at the mental space level, enabling abstract meanings to be understood through more concrete conceptualizations. The findings demonstrate that Kövecses’s Extended Conceptual Metaphor Theory can be applied to explain the construction, selection, and interpretation of conceptual metaphors in Thai literary works to a certain extent. Moreover, this study contributes to a deeper understanding of the role of context in Thai literature and highlights the potential applicability of this framework to other types of Thai-language data.

King Rama VI's Literary Works:

Pattama Theekaprasertkul — 2026-06-28

This research article aims to study the concepts of Sukhothai and Ayutthaya as presented in the royal compositions of King Vajiravudh (King Rama VI), as well as the relationships between these concepts and the social context of modernizing Siam. In this endeavor, six compositions of King Vajiravudh are closely examined: Tiew Muang Phra Ruang (A Tour around Sukhothai), Tamnan Sua Paa (The Pageant of Wild Tiger Traditions), Bot Lakhon Rum Rueang Phra Ruang Rue Khom Dum Din Lae Thalaeng Rueang (Phra Ruang, or Khom Dum Din, a Lakhon Rum Script with Annotations), Phra Ruang Lakhon Pud Kamklon Sadaeng Tamnan Thai (Phra Ruang, a Lakhon Pud Script with Thai Folklore-focused Annotations), Phra Ruang Bot Lakhon Rong (Phra Ruang, a Lakhon Rong Script), and Bot Lakhon Duekdamban Rueang Thao Saen Pom Lae Phraratchavichan (Phra Ruang, a Lakhon Duekdamban Script with Royal Commentary). The findings show that King Vajiravudh’s six compositions collectively introduce the following four concepts of Sukhothai and Ayutthaya: the kingdom of freedom, the kingdom of early establishment and extensive history, the kingdom of prosperity, and the kingdom of security and relations with various principalities. These concepts are related to the social context of modernizing Siam, a period when the country needed to construct its collective identity and instill nationalism under the threat of colonialism. The four concepts are linked to modern Siamese society in four ways: the conception of truth and reason in old narratives; the construction of the roots of “modern Siam” based on old narratives; the creation of complex relationships among old narratives, all of which contribute to the centralization of power; and the construction of intertextual meaning through modern print formats.

International Relations between Ayutthaya and Western Countries during the 16th-17th Centuries:

Predee Phisphumvidhi — 2026-06-28

The research aims to study the history of international relations between Ayutthaya and Western countries during the 16^th-17^th centuries. This documentary research is conducted using historical method. The finding demonstrates that Ayutthaya Kingdom initially formed the alliance with Portugal in 1511 A.D. after Portugal arrived in Southeast Asia. Later, the arrival of Spanish missionaries for evangelism, the Dutch Company and British Company for trading, and the French for missionary work, trading and diplomacy in the reign of King Narai the Great molded the kingdom into an international community as interestingly recorded in Portuguese, English and French documents. Moreover, it is found that the policy administration of Ayutthaya and that of Western countries were different. Mixed policy administration was practiced by Western countries. Sometimes foreign policy such as that of Portugal was directed by the central government or by trading company like the policy of Holland. On the contrary, Ayutthaya administered its policy by regarding every country as a trading partner who must comply with the same regulations in accordance with the concept of Chakravartin, which regarded the monarch as the central ruler.

Flesh Against Fur:

Pachcharaporn Supaphol — 2026-06-28

This article explores the depictions of bare-buttocked human figures and beasts that inhabit the bas-de-page (the lower margins) of The Rutland Psalter (1260), an illuminated manuscript containing religious texts such as the Psalms. Read through the frameworks of queer theory and post-human theory, the study finds that the depictions of bare-buttocked human figures and animals articulate queer desire in seven distinct modes: (1) a desire for intimate bodily fusion that seeks to dissolve the boundary between agent and recipient; (2) profound desire among male knights; (3) a desire to inflict pain as a mechanism for producing emotional bonds; (4) shared desire among humans, plants, and animals; (5) a desire oriented toward the exploration and experimentation of alternative identities; (6) sexual desire not confined solely to the reproduction of lineage; and (7) a desire structured as ongoing becoming. The study argues that a queer reading of the depictions of bare-buttocked human figures confronting animals in The Rutland Psalter reveals forms of queer desire that are not confined to the human body or to contemporary sexual paradigms. Rather, these images provocatively and fluidly blur the boundaries between humans and animals, generating modes of desire that unsettle and destabilize medieval constructions of identity and sexual normativity.

A Comparative Study of Figures of Speech in Korean and Thai Songs

Isariya Patee — 2026-06-28

This study examines and compares the use of figures of speech in Korean and Thai songs. The dataset consists of 160 popular songs, including 80 Korean songs and 80 Thai songs. A quantitative approach was adopted using a framework of 16 categories of figures of speech, and the frequency of each category was analyzed based on song lyrics. The results show that Korean songs contain 522 instances of figures of speech, while Thai songs contain 512 instances. Metaphor is the most frequently used figure of speech in both languages. However, Korean songs exhibit a stronger tendency toward symbolism, as well as mimetic expressions and onomatopoeia, indicating that emotions are often conveyed through atmosphere and holistic imagery that allows greater interpretive openness. On the other hand, Thai songs tend to emphasize the use of personification and hyperbole, reflecting a more direct, explicit, and emotionally intensified mode of expression. Other figures of speech, such as irony, understatement, synecdoche, allegory, and allusion, appear infrequently in both languages and do not function as primary mechanisms for emotional expression in songs. Overall, this study indicates both shared characteristics and language-specific tendencies in the use of figures of speech, which offers important implications for linguistic research and for Korean language teaching and learning among Thai learners.

A Study of the Needs of Japanese Enterprises in Japan Regarding Thai Interns:

Tawat Khamthongthip — 2026-06-28

This qualitative research aimed to investigate the needs of enterprises in Japan regarding interns from the Business Japanese Program at Chandrakasem Rajabhat University. Data were analyzed from two primary sources: 1) open-ended questionnaires collected from five representatives of Japanese-style inn (Ryokan) enterprises, and 2) content analysis of 18 retrospective internship evaluation records of Thai students who participated in internships between 2019 and 2025. The findings revealed that the needs of enterprises in Japan comprise three primary areas: 1) integrated language application competency, which encompasses organizational coordination skills based on the “Ho-Ren-So” principle and the ability to conduct smooth conversational interactions in real work situations, rather than focusing solely on Japanese Language Proficiency Test scores; 2) adaptability to specific Japanese culture and discipline, particularly the internalized practice of business etiquette and communal living regulations; and 3) non-cognitive skills, including responsibility, flexibility, and a proactive attitude towards self-reliance to achieve goals according to Japanese standards. These findings serve as essential guidelines for analyzing and developing the learning outcomes of Japanese language programs in Thailand, as well as for preparing and enhancing the potential of interns to align with the actual needs of enterprises in Japan.

Learning Provision of English as a Second Language Using Drama in Education to Promote the English Listening and Speaking Skills of Preschoolers

Chollada Tuyweang — 2026-06-28

This study aimed to examine the effects of learning provision of English as a second language by using drama to promote English listening and speaking skills of preschoolers. The sample group consisted of 20 boys and girls, aged 4-5 years old, studying in one preschool 2/8 classroom, selected by cluster sampling. The instruments used in the study were: 1) English as a second language lesson plan using the 8 careers drama in education concept, which consisted of six steps: step 1: getting to know the characters; step 2: learning the vocabulary and dialogue of the characters; step 3: dressing up according to the characters; step 4: speaking the dialogue; step 5: role-playing; and step 6: summarizing the performance; and 2) an assessment form of the preschoolers’ English listening and speaking skills. The statistics used for quantitative data analysis were mean, standard deviation, and dependent sample t-test. Qualitative data were analyzed using content analysis. The study found that the preschoolers who were provided learning provision of English as a second language through drama had significantly higher mean scores than before the study at the .05 level of significance, both overall and in terms of each aspect, including both listening and speaking skills. They improved their English listening skills skills through games and activities, which required them to listen to and follow instructions. Additionally, their speaking skills developed as they learned new vocabulary, they pronounced words correctly and were able to form short sentences based on the given dialogues in the drama.

A Study of English Reading Strategies Used by Grade 12 Students in Mueang District, Chachoengsao Province

Nuntiporn Raungsawat — 2026-06-28

The aims of this study were 1) to investigate English reading strategies employed by Grade 12 students in Mueang District, Chachoengsao Province and 2) to compare English reading strategy use of those with different English reading abilities. One hundred and five Grade 12 students in Mueang District, Chachoengsao Province participated in this study. Quantitative data collected from Survey of Reading Strategies or SORS (Mokhtari & Sheorey, 2002) and a validated reading comprehension test was analyzed using descriptive statistics. Qualitative data drawn from semi-structured interview was analyzed by content analysis. The findings show that Grade 12 students in Mueang District, Chachoengsao Province used English reading strategies at a high level. Support strategies were employed mostly, followed by problem solving strategies and global reading strategies, respectively. There was a statistically significant difference between reading strategy use of the students with high and low reading abilities at 0.05 level. The students with high reading ability used English reading strategies at a high level with the highest use of global reading strategies, followed by problem solving strategies and support strategies, respectively. The students with low reading ability employed English reading strategies at a medium level with the highest use of support strategies, followed by problem solving strategies and global reading strategies, respectively. Content analysis reveals two more reading strategies the students with high reading ability used before reading that is not included in the framework of Mokhtari and Sheorey (2002), namely previewing text from grammatical structures and reading questions before text.

Applying Role-Play Activities in English for Hotel Business:

Sureeporn Chinsethagij — 2026-06-28

Confusion often arises regarding the distinct responsibilities of a concierge and a front desk agent within hotel operations. It seems that the students are confused whether they have the same job descriptions, job responsibilities, and language use. To clarify this, this study applied role-play activities two times as a concierge and front desk agent and then investigated Thai undergraduate students’ perceptions toward differences of the two positions in different aspects. The research proposal was considered at a board of ethical consideration. This study used qualitative case study. The sampling in the study was purposive. The participants were 11 sophomores enrolled in the subject of English for Hotel Business at a Thai public university. The instruments were role-play activities, close-ended questionnaires, and semi-structured interviews, validated by three experts. The data analysis was a five-Likert scale and thematic analysis. The results showed that role-play activities helped the participants perceived their own development of speaking and analytical thinking skills in the context of hospitality. They could distinguish that the concierge and front desk agent had both similarities and differences in terms of language use, communication skills, characteristics and cultural knowledge. This study shows the new pedagogical implications in that role-play activity is an effective communicative language teaching (CLT) that can enhance a learner’s speaking and analytical skills.

What Drives Tourists to Visit Community Camping Destinations

Jeerati Poon-Ead — 2026-06-28

The purpose of this study was to examine how multiple destination attributes of community camping stays influence tourist satisfaction and, in turn, how satisfaction affects behavioral intentions. To achieve this objective, the study examined the structural components of the attributes of emerging community-based camping tourism destinations by testing 4 hypotheses. Using a sequential mixed-methods design, 20 community stakeholders were interviewed, yielding results that could be categorized into a total of 50 variables spread across 7 elements, namely: 1) environmental and community resources, 2) activities for tourism, 3) service encounter, 4) COVID-19 safety measures and price reasonableness, 5) security and privacy, 6) location and community activities, and 7) food and accommodation facilities. This was followed by a survey of 402 campers measured on a seven-point Likert scale. The research tested four hypotheses related to the impact of the seven standard elements on tourist satisfaction and behavioral intentions. It was found that 4 elements significantly influence tourist satisfaction and behavior: activities for tourism, service encounter, COVID-19 safety measures and price reasonableness, and location and community activities. Moreover, tourist satisfaction levels were found to affect tourists' behavioral intentions. Tourism planners and managers should prioritize locally rooted activities and host training over facility upgrades alone. Policymakers could adopt the seven-factor framework for campsite certification. Future research could diversify the sample, employ longitudinal designs, and examine other mediators.

Cultural Identity and Community Participation in Cultural Management for Promoting Cultural Tourism in Uthai Thani Province

Phattaraporn Putphun — 2026-06-28

This study aimed to: 1) analyze the cultural identity of traditions regarding their distinctiveness, continuity, self-esteem, and self-efficacy in cultural management to promote cultural tourism in Uthai Thani Province; and 2) examine community participation and stakeholder involvement in planning, organizing, directing, and controlling cultural management to promote cultural tourism in Uthai Thani province. This was a qualitative research, and data were collected through semi-structured in-depth interviews with 40 purposively selected key informants from the public, private, and community sectors, complemented by focus group discussions. Research instruments were validated by three subject-matter experts. Data analysis utilized content analysis with triangulation methods to ensure reliability. Findings regarding cultural identity revealed that Uthai Thani's traditions are distinctive for their preservation of indigenous customs, their simplicity, their tranquility, and the Tak Bat Tevo almsgiving tradition. Continuity emerges through intergenerational transmission and the application of modern technology in dissemination. Expressions of self-esteem and self-efficacy are reflected through multisectoral cooperation in conservation and development. Regarding stakeholder participation, results indicated integrated collaboration among all sectors across all stages—from planning and management to leadership and control—although their roles and perspectives differ. The public sector acts as a coordinator, ensuring coherence with governmental policies; the private sector focuses on tourism-oriented activities and operational efficiency; and local communities and leaders prioritize grassroots implementation, community mobilization, and resource management for the benefit of the locality. The research demonstrates that sustainable tradition management requires integrated participation of all stakeholders at every level to preserve cultural heritage.

The Role of Boat Race Commentators in Shaping Cultural Identity and Community Engagement:

Wanaporn Suwanno — 2026-06-28

Traditional long boat racing is a cultural heritage that reflects the identity and way of life of local communities. Boat race commentators play a crucial role in transmitting cultural meanings and fostering community participation. This study aimed to (1) examine the roles of boat race commentators in conveying cultural identity, (2) analyze communication strategies used to enhance audience engagement and attract spectators, and (3) evaluate the impact of boat race commentary on audience engagement levels. This qualitative research employed in-depth interviews with 21 key informants, comprising six boat race commentators with at least three years of experience and 15 spectators who had attended at least two races. Data were collected from three racing venues in Songkhla Province, between October and December 2025. The findings revealed three key roles of boat race commentators: (1) cultural transmitters, (2) community connectors, and (3) entertainers. Communication strategies comprised four dimensions: (1) commentary, (2) language, (3) content, and (4) engagement. Boat race commentary had a positive impact on audience engagement throughout all phases, with all spectators confirming that without the commentary, the atmosphere would be quiet and uninteresting. The findings highlight the practical value of applying this body of knowledge to the preservation and continuation of traditional long boat racing, alongside the systematic enhancement of professional standards for emerging boat commentators. The insights into cultural communication derived from this study can be effectively utilized in curriculum design and the development of structured training programs, as well as in establishing professional guidelines and standards. Furthermore, these contributions can be integrated with the promotion of cultural tourism, thereby supporting the long-term sustainability of local traditions.

Creative Musical Research in Recording Technology:

Prateep Jattanakul — 2026-06-28

This research investigates the application of contemporary recording technology in the arrangement and recording of provincial songs from the seven provinces of Upper Southern Thailand: Krabi, Chumphon, Nakhon Si Thammarat, Phang Nga, Phuket, Ranong, and Surat Thani. The project employed a large wind symphony recorded live as a full ensemble, while lead and choral vocals were captured separately and refined through digital editing. The study is grounded in the view that recording is not merely a technical tool, but a site of creative research in which musical heritage can be preserved, represented, and made meaningful for contemporary audiences. It proposes an approach to spatial design and sonic balance between the musical ensemble and the voice that remains faithful to the cultural role of provincial songs, emphasizing lyrical clarity while retaining the sonic power and formal character of the march idiom. The study synthesizes systematic strategies for sectional orchestration, microphone placement, and soundstage design. The findings suggest that recording local repertoire requires the integration of recording technology, aesthetics, and cultural meaning rather than a sole emphasis on technical fidelity. The study therefore offers a systematic framework for wind ensemble recording in the context of Thai provincial songs and contributes to current discussions of preservation, innovation, and creative musical research in the digital era.

Five in Five:

Tanapark Chaisorn — 2026-06-28

This article is part of the thesis “The Benjarong Musical Composition for Single Reed Woodwind Ensemble” which employs qualitative research methodology through document analysis to propose the concept of “Five in Five” composition. It integrates the study of Benjarong porcelain colors referencing color elements that influence human emotions and translating them into auditory imagery for a single reed woodwind ensemble. The composition Benjarong is categorized as program music aiming to express the composer’s thoughts, emotions, and imagination through musical elements. It features a free-form compositional approach not confined to traditional or classical structures. The core creative concept is the “Five in Five” inspired by the five traditional Benjarong colors – green, red, yellow, blue, and white – each interpreted and represented through melody, rhythm, and musical structure that evoke distinct moods and imagery. The musical content of the piece is complex and diverse incorporating essential compositional techniques such as augmentation, diminution, sequence, and imitation. These methods serve to deepen the melodic development and enhance the continuity across different sections, resulting in a composition that is emotionally and structurally complete.

Performance and Analytical Notes:

Nattapon Banjatammanon — 2026-06-28

This creative research entitled “Performance and Analytical Notes: Paul Hindemith’s Clarinet Sonata” investigates performance techniques and interpretative approaches for the clarinet sonata in collaboration with piano accompaniment. The study also aims to develop systematic rehearsal methods and performance approaches through a practice-based research process in music performance. The research methodology involved the study of related literature and previous research, together with an examination of Paul Hindemith’s musical concepts, focusing on musical structure, melody, rhythm, register, and performance techniques found within the composition. The analytical findings were then applied in practical rehearsal sessions, including both individual practice and collaborative rehearsals with piano accompaniment, in order to develop effective approaches for managing rhythmic complexity, controlling register transitions, and communicating musical expression in performance. The findings indicate that integrating musical analysis with practical performance contributes significantly to the development of effective rehearsal strategies. In particular, the study provided practical solutions for challenges related to complex rhythms, register changes, and tone quality control, resulting in improved performance accuracy and stronger ensemble coordination between clarinet and piano. Furthermore, the practical knowledge and interpretative insights gained from this research can be applied to music instruction, rehearsal preparation, and the interpretation of clarinet repertoire in similar musical contexts.

A Study of Transformation Process of Vietnamese Music in Thailand

Nattakun Thavornpiyakul — 2026-06-28

This article is a part of a thesis entitled “A Study of Transformation Process of Vietnamese Music in Thailand”. Its aims are 1) to examine the continuity of Vietnamese musical communities in Thailand and 2) to investigate the cultural transformation of Vietnamese music within the Thai sociocultural context. The research employs a qualitative methodology based on ethnomusicological. Fieldwork was conducted to collect data, including interviews with experts, as well as both participatory observation and non-participant observation. The data were analyzed and presented using descriptive analysis. The findings indicate that Vietnamese Buddhists migrated to Thailand from the Thonburi to the Rattanakosin periods and established religious institutions that have continued to the present. Currently, there are twenty-four temples in Thailand and three meditation centers. To ensure its cultural sustainability, Vietnamese ritual music has undergone adaptive transformations. Changes in ensemble formats can be divided into two periods: earlier ensembles followed Thai musical models, while contemporary ensembles incorporate Chinese and Western instruments in response to audience aesthetics and competition with Chinese Buddhist in ritual ensembles. The musical repertoire has diversified, beyond traditional Vietnamese melodies by including Teochew Chinese, Taiwanese, Thai classical, and Thai folk song melodies used in ritual chanting. Additionally, Thai performance techniques, including luk-thao and melodic variation derived from Thai classical music, have been incorporated into performance practice. Despite these transformations, chants continue to be performed in the Vietnamese language. This reflects both cultural identity and harmonious coexistence within the multicultural society of Thailand.

กองบรรณาธิการ

Rattanaphon Chuenka — 2026-06-28

ถ้อยแถลงจากบรรณาธิการ

Rattanaphon Chuenka — 2026-06-28

Digital Marketing in the Service Industry

Sritakul Sonkla — 2026-06-28

This article aims to elucidate the role of digital marketing in the service industry, with particular focus on hospitality, gastronomy, tourism, and healthcare. It synthesizes the transition from traditional to digital marketing by integrating historical perspectives with recent empirical evidence from Thailand. The analysis underscores the strategic application of social media platforms, the creation and dissemination of persuasive content, and the utilization of digital channels to foster consumer engagement, enhance service awareness, expand content accessibility, and achieve organizational objectives. In addition, the discussion addresses consumer behavior in the digital environment, including patterns of social media usage, preferences for connectivity through various devices, and online purchasing practices. These trends highlight the extensive digital user base in Thailand and the increasing prevalence of online consumption. Such conditions reinforce the critical role of digital marketing as a mechanism for driving service utilization and generating revenue within service-oriented industries. In the aftermath of the COVID-19 pandemic, however, the service industry has been confronted with intensified competition and rapidly changing consumer behaviors shaped by global economic and geopolitical dynamics. As a result, digital markets have become the structural foundation for growth in the contemporary service economy. Organizations are therefore required to cultivate advanced capabilities in digital marketing management to secure competitive advantage and strengthen resilience in navigating an increasingly volatile and uncertain environment.

Reimagining Universities for Democracy and Sustainability through Global Citizenship Education (GCE)-Infused Language Education

Patsriyanyong Sungroong — 2026-06-28

This article examines how neoliberalism has reshaped higher education and with what consequences for graduates, society, and the environment. Drawing on examples from Thailand and international contexts, it argues for a shift toward a mission-oriented public value university that balances economic, social, and ecological priorities while renewing higher education's democratic role. It further proposes integrating Global Citizenship Education (GCE) into language education as a scalable curricular pathway capable of reaching most students and counterbalancing market-driven pressures. Situated in the Thai context, the article shows how tensions between civic responsibility and vocational, revenue-driven imperatives have narrowed the public mission of universities. By repositioning language education as a site for critical, ethical, and globally engaged learning, the article argues that universities can contribute more meaningfully to democracy, sustainability, and public value.