Journal of the Association of Researchers https://so04.tci-thaijo.org/index.php/jar <p>Journal of the Association of Researchers Humanities and Social Sciences. With the objective of disseminating research articles or academic articles that are new knowledge in the humanities and social sciences Into action and use for the benefit of the people And society continues have aim and scope :</p> <p>1. Business and International Management<br />2. General Arts and Humanities<br />3. General Social Sciences<br />4. Education<br />5. Tourism, Leisure and Hospitality Management</p> Association of Researchers of Thailand en-US Journal of the Association of Researchers 3056-9141 <p>บทความที่ปรากฏในวารสารนี้ เป็นความรับผิดชอบของผู้เขียน ซึ่งสมาคมนักวิจัยไม่จำเป็นต้องเห็นด้วยเสมอไป การนำเสนอผลงานวิจัยและบทความในวารสารนี้ไปเผยแพร่สามารถกระทำได้ โดยระบุแหล่งอ้างอิงจาก "วารสารสมาคมนักวิจัย"</p> Thais Analysis Rum Wong Tam Lueng Thong Band Thai Folk Dance Song in Nong Tamlueng Sub-district, Phanthong District, Chonburi Province. https://so04.tci-thaijo.org/index.php/jar/article/view/288189 <p>This research article performs an analysis. The Rum Wong Tum Lueng Thong Band in Nong Tumlueng Sub-district, Phanthong District, Chonburi Province, is a research study on folk songs in the eastern region of Thailand. The objective is to study the history, roles, and musical performances of the band using qualitative research methods and ethnomusicological approaches for data collection and analysis. Content analysis presented in a descriptive style. The study found that the Rum Wong Tum Lueng Thong Band was established in 2006 by a group of brass band musicians residing in Nongtumlueng Sub-district, Phanthong District, Chonburi Province. At its initial establishment, the ensemble comprised approximately 9–10 musicians and an additional 5–10 dancers. Its primary function was to provide musical performances for ordination ceremonies. Subsequently, it evolved into a Ram Wong performance troupe, which could also be adapted into a Ruk Thung band (Thai country music) configuration. It later developed into a Ram Wong dance ensemble that could also be adapted into a Ruk Thung music band format. The roles and functions of the Ram Wong Tam Lueng Thong Troupe involve providing musical performances to accompany Ram Wong dancing at various festive events. The ensemble typically selects fast-tempo Ruk Thung songs and performs within Nong Tamlueng Subdistrict, Phan Thong District, Chon Buri Province. In addition, at present, the troupe has expanded the scope of its engagements to include performances in other areas of neighboring provinces. The musical performance practices of the Ram Wong Tam Lueng Thong Troupe involve rehearsal and repertoire transmission through 3 methods: oral instruction, Thai musical notation, and Western musical notation. A set of performance repertoire consists of 5 songs, which are used for one performance suite or one cycle of Ram Wong dancing. In a single night, approximately 10–15 cycles are presented, totaling about one and a half hours of performance time.</p> Apitchart Detsupa Sarawut Rotchanasiri Copyright (c) 2026 Apitchart Detsupa , Sarawut Rotchanasiri https://creativecommons.org/licenses/by-nc-nd/4.0 2026-04-16 2026-04-16 31 2 34 50 Foundations, Characteristics, and Strategic Paths of Deepening China-Laos Tourism Cooperation https://so04.tci-thaijo.org/index.php/jar/article/view/288157 <p>Tourism cooperation between China and Laos represents a critical alignment between the “Belt and Road Initiative” (BRI) and Laos’ national strategy of transforming from a “land-locked” to a “land-linked” nation. Driven by policy alignment, geographical proximity, and cultural affinity, a multi-tiered and extensive pattern of cooperation is emerging. This study systematically examines the foundations, competitive advantages, and current challenges of this bilateral relationship, proposing innovative strategies for advancing tourism cooperation between the two nations. Our analysis indicates that the policy synchronization and infrastructure connectivity, as exemplified by the China-Laos Railway and cross-border economic zones, have expanded the market and diversified products. Meanwhile, significant bottlenecks remain hurdling tourism development, such as infrastructure deficits in Laos, talent shortages, regional competition, and ecological pressures. Future cooperation at the policy level is recommended to focus on smart tourism integration, product innovation, and regional collaboration to serve as a model for sustainable development within the Lancang-Mekong region. Digital Empowerment: Innovating Smart Tourism Models should involve developing a Metaverse platform, creating a virtual "Luang Prabang" Metaverse space where tourists can visit Wat Xieng Thong and experience the water festival through VR devices and AI-powered technology specifically designed for tourists. The application of Blockchain technology for issuing a Lan Xang-Mekong Tourism Card allows tourists to accumulate points from spending within the region to redeem for cross-border services. A fraud-proof tourism credit system will be created to record the quality of service from merchants and tourist behavior, promoting honest operations. Real-time e-commerce should be implemented, training bilingual (Chinese-Lao) tourism influencers to disseminate images on platforms like TikTok and YouTube to attract international users for purchases. A "live-streaming commerce + travel package" model should be launched where tourists can receive free travel experiences as gifts after purchasing goods such as Lao agarwood and Thai latex pillows.</p> Shulan Zhao Copyright (c) 2026 Shulan Zhao https://creativecommons.org/licenses/by-nc-nd/4.0 2026-05-22 2026-05-22 31 2 101 121 Research on the Heterogeneity of Project-Based Teaching Effectiveness in Higher Vocational Colleges in Henan Province, China https://so04.tci-thaijo.org/index.php/jar/article/view/286151 <p>This study examined the implementation effectiveness of Project-Based Learning (PBLE) in higher vocational education using a structural equation modeling (SEM) approach, with emphasis on differences between teachers’ and students’ perceptions. A quantitative cross-sectional survey was conducted among teachers and students from higher vocational colleges in Henan Province, China. PBLE was conceptualized as a multidimensional construct consisting of Project Task Completion, Team Collaboration Ability, Teacher Guidance Effectiveness, Project Authenticity, Self-Efficacy, and Transferable Professional Competency. The results indicated that PBLE was implemented at a moderate to high level, though significant heterogeneity existed across groups. Project Task Completion and Team Collaboration Ability emerged as strengths, while Project Authenticity and Transferable Professional Competency showed weaker effects. The findings highlight the context-dependent nature of PBLE and emphasize the importance of authentic projects and teacher professional development.</p> Guoqiang Li Sobsun Mahaniyom Copyright (c) 2026 Guoqiang Li, Sobsun Mahaniyom https://creativecommons.org/licenses/by-nc-nd/4.0 2026-04-16 2026-04-16 31 2 1 12 A Study on Improving the Quality of College Chinese Teaching in Higher Vocational College in China: A Case Study of Southwest China https://so04.tci-thaijo.org/index.php/jar/article/view/286399 <p>This study aimed to examine the influencing factors of classroom teaching quality in College Chinese courses offered in higher vocational colleges in Chengdu, China, and to identify key approaches for quality improvement. A quantitative research design was employed using a questionnaire survey administered to vocational college students. Structural Equation Modeling (SEM) was applied to analyze the relationships among institutional factors, teacher-related factors, instructional factors, learner-related factors, and classroom teaching quality.</p> <p>The results reveal that classroom teaching quality is significantly influenced by multiple dimensions. Instructional factors, particularly teaching methodologies and teacher–student interaction, exert the strongest effect on teaching quality, followed by teacher-related factors, learner-related factors, and institutional factors. The proposed model explains a substantial proportion of variance in classroom teaching quality, indicating strong explanatory power.</p> <p>These findings highlight the necessity of a systematic and integrated approach to improving College Chinese classroom teaching quality in higher vocational education and provide empirical evidence to support curriculum reform, teacher professional development, and institutional quality enhancement.</p> Zhu Lili Sranya Saengamporn Piyapun Santaweesuk Copyright (c) 2026 Zhu Lili, Sranya Saengamporn, Piyapun Santaweesuk https://creativecommons.org/licenses/by-nc-nd/4.0 2026-04-16 2026-04-16 31 2 13 22 Nanjing College's Development and Innovation in Digital Education Under the Strong National Strategy of Innovation and Technology https://so04.tci-thaijo.org/index.php/jar/article/view/286427 <p>This study aims to examine the mechanisms influencing digital education innovation in higher education institutions within the regional innovation system of Nanjing, China. It focuses on identifying key factors and analyzing the relationships among motivation mechanisms, operational logic, resource matching, and innovation outcomes based on the Triple Helix and Regional Innovation System perspectives.</p> <p>A quantitative research design was employed. Data were collected from administrators and faculty members involved in digital education initiatives, and analyzed using Structural Equation Modeling (SEM).</p> <p>The results indicate that both motivation mechanisms and operational logic have significant positive effects on digital education innovation, with operational logic exerting the strongest influence. Additionally, resource matching fully mediates the relationship between digital education development and innovation outcomes, suggesting that digital initiatives contribute to innovation only when strategic objectives, human capital, financial resources, and technological infrastructure are properly aligned. The model explains 38.2% of the variance in innovation outcomes.</p> <p>The findings highlight the importance of effective governance, collaborative processes, and strategic resource alignment in promoting sustainable digital education innovation in regional higher education institutions.</p> Ge Wu Sranya Saengamporn Piyapun Santaweesuk Copyright (c) 2026 Ge Wu, Sranya Saengamporn, Piyapun Santaweesuk https://creativecommons.org/licenses/by-nc-nd/4.0 2026-04-16 2026-04-16 31 2 23 33 The The Impact of the Climate Concern Index (CCI), CBOE Volatility Index, and Macroeconomic Factors on the Total Return Index of Technology Stocks of the Stock Exchanges in Thailand and Malaysia https://so04.tci-thaijo.org/index.php/jar/article/view/286641 <p>This Research Article study investigates the influence of the Climate Concern Index (CCI), CBOE Volatility Index (VIX), and macroeconomic factors including trading volume, NASDAQ Composite Index, West Texas Intermediate (WTI) crude oil prices, and exchange rates, on the total return index of the technology sector in Thailand (SETTECH TRI) and Malaysia (KLCITECH TRI). Using time-series data, the study applies multiple linear regression with Newey–West standard errors to mitigate heteroskedasticity and autocorrelation commonly found in time-series models. The results of Thailand demonstrate that CCI and THB/USD exchange rate significantly and negatively affects SETTECH TRI while VIX significantly and positively affects SETTECH TRI. trading volume, NASDAQ Composite Index, and WTI crude oil prices show no significant correlation. Moreover, for Malaysia, trading volume, WTI crude oil prices and the MYR/USD exchange rate significantly and positively affects KLCITECH TRI whereas CCI and NASDAQ shows no significant relationship. These findings suggest that the determinants of technology stock returns differ between the two countries, reflecting distinct market structures, investor behaviors, and macroeconomic linkages that investors can apply this empirical evidence for appropriate investment strategies.</p> Suwimon Kamthong Massaporn Cheuathonghua Copyright (c) 2026 Suwimon Kamthong , Massaporn Cheuathonghua https://creativecommons.org/licenses/by-nc-nd/4.0 2026-05-22 2026-05-22 31 2 51 74 The Influence of the Global Supply Chain Pressure Index, Industry-Specific Factors, and Financial Factors on the Total Return Indices of Electronic Components Industry in the Stock Exchanges of Thailand, Taiwan, and the United States. https://so04.tci-thaijo.org/index.php/jar/article/view/287139 <p>This Research Article had aims to investigate the influence of the Global Supply Chain Pressure Index (GSCPI), industry-specific factors, and financial factors on the Total Return Index of the electronic components sector in the stock markets of Thailand, Taiwan, and the United States. The study utilizes monthly time-series secondary data covering the period from June 2011 to September 2025, totaling 172 months and uses Multiple Linear Regression with Newey-West standard errors in the analysis. The statistically significant findings are as follows: (1) The Global Supply Chain Pressure Index exhibits a negative relationship with the Total Return Index of the electronic components sector in Taiwan and the United States. (2) Global semiconductor sales show a negative relationship with the Total Return Index of Taiwan's electronic components sector. (3) The Producer Price Index for the semiconductor industry demonstrates a positive relationship with the Total Return Index of Thailand's electronic components sector. (4) The Stock Exchange of Thailand (SET) Index has a positive relationship with the Total Return Index of Thailand's electronic components sector; the Taiwan Capitalization Weighted Stock Index (TAIEX) shows a positive relationship with the Total Return Index of Taiwan's electronic components sector whereas the NASDAQ Composite Index exhibits a negative relationship with the Total Return Index of the US electronic components sector. (5) The Volatility Index demonstrates a positive relationship with the Total Return Index of the electronic components sector in Taiwan and the United States. (6) The US Dollar Index shows a negative relationship with the Total Return Index of Thailand's electronic components sector, but a positive relationship with those of Taiwan and the United States.</p> Alisa Rattirom Massaporn Cheuathonghua Copyright (c) 2026 Alisa Rattirom , Massaporn Cheuathonghua https://creativecommons.org/licenses/by-nc-nd/4.0 2026-05-22 2026-05-22 31 2 75 100