KASEM BUNDIT JOURNAL

An analysis of NBTC’s roles on regulating of sports broadcasting scheduling on television in Thailand

Jakgreerat Na Lamphun — 2026-06-10

PURPOSES: This study aimed to analyze the authority of the National Broadcasting and Telecommunications Commission in issuing rules governing sports broadcasting on television in Thailand compared with international practices, and to propose appropriate legal improvements suited to the Thai context. METHODS: Documentary research and legal analysis by examining relevant laws, NBTC regulations, and a case study of sports broadcasting—particularly the FIFA World Cup—together with comparative analysis of international practices. RESULTS: The NBTC regulations significantly affect television operators and create several legal challenges, including lack of clarity, inconsistency with market conditions, and differences from international practices. The regulations also lead to conflicts related to copyright and market competition. THEORY/ POLICY IMPLICATIONS: The study recommends revising the regulations and considering alternative legal measures to enhance public access rights, fair competition, and the development of the sports broadcasting market in Thailand.

A sustainable ethic model for good governance in Thai society

Pornthep Chantraniph — 2026-06-10

PURPOSES: To create a sustainable ethic model for good governance in Thai society. METHODS: Documentary research to analyze data and synthesize content. RESULTS: A sustainable ethic for good governance in Thai society requires a holistic approach that integrates moral development at all levels—individuals, families, educational institutions, religion, organizations, and the society as a hold. This must be carried out in parallel with improving quality of life, enhancing the role of teachers, and promoting moral education. Leaders must serve as role models, while organizations need transparent recruitment systems. Moreover, society must establish strong and fair mechanisms for oversighting to foster sustainable values and ethical managerial behavior. THEORY/POLICY IMPLICATIONS: This article presents a holistic approach to foster ethics and morality in Thai society, which can lead to the development of effective ethical policies. It not only proposes idealistic principles but also points out concrete practical guidelines. These include the reform of fundamental factors, the promotion of ethics and morality within families, the education system, religious principles, criteria for selecting and screening personnel, processes of internal organizational cultivation, and social structures that support the creation of a sustainable “moral society.”

Work environment and job characteristics affecting employees’ happiness at work

Kulasatri Howhan — 2026-06-10

PURPOSES: To investigate level of happiness at work, work environment factors and job characteristics that affected happiness at work among employees at Tipco Tower in the Ari business district. METHODS: A sample survey research of 400 emplotese at the Tipco Tower. Data were collected using questionnaires distributed to the sample of employees at the Tipco Tower. Descriptive statistics and inferential statistics were employed for data analysis, and multiple regression analysis used to examine relationships among variables. RESULTS: The majority of employees reported high level of happiness at work. Factors contributing to happiness at work were ranked as follows - work environment: Compensation and benefits, organizational structure and management, and social environment in the workplace positively affected happiness at work, while job security and advancement opportunities showed no significant effect. Moreover, job characteristics: Feedback from the job, job significance, task identity, and skill variety positively influenced happiness at work, whereas autonomy in decision-making showed no significant effect. THEORETICAL/POLICY IMPLICATIONS: Employee happiness at work directly influenced job performance. The findings indicated that work environment and job characteristics played essential roles in explaining employee happiness. Therefore, if organizations aim to enhance employee happiness, they should promote a conducive work environment along with appropriate job characteristics.

Digital technology affecting photocopying service quality

Wattanaporn Duangkaew — 2026-06-10

PURPOSES: To study an application of digital technology, service quality, and effect of digital technology on the service quality of Duang Kaew photocopying center in Min Buri District, Bangkok Metropolitan Administration. METHODS: A sample survey research of 400 customers who used photocopying service at the Duang Kaew photocopying center. Data collection by questionnaires with the reliability of 0.940. RESULTS: Digital technology of the Duang Kaew photocopying center was at the highest level ( = 4.49, S.D. = .242), particulary tools and equipment, communication channels, and payment channels, respectively. Service quality was at the highest level ( = 4.84, S.D. = .245), particularly responsiveness, empathy, tangibles, assurance, and reliability, respectively. Digital technology that affected the service quality statistically significant at the level of .05 were tools and equipment (β = .56, t = 13.933, P-value = .000), and communication channels (β = .231, t = 5.723, P-value = .000), respectively. THEORY/POLICY IMPLICATIONS: Digital technology plays an important role on service quality in photocopying. Photocopying center need to improve quality services by applications of digital technology.

Strategies for Halal Health Tourism Ecosystem business development in Thailand for Gulf Cooperation Council tourists

Virul Pornpatkul — 2026-06-10

PURPOSES: To study development strategies for Thailand’s Halal Health Tourism Eco system business, analyze behavior and factors influencing choice of Thailand, and provide guidelines for integrated strategic approaches for Halal Health Tourism Ecosystem business development of Thailand among Gulf Cooperation Council tourists. METHODS: A qualitative methodology was employed, utilizing in-depth interviews with key stakeholders, including healthcare providers, policymakers, and tour operators from public and private sectors. Data collected involved documentary data and a review of related literature, followed by content and comparative analysis of data from the in-depth interviews. RESULTS: Main strategies should focuse on restructuring, linguistic and cultural personnel development, and proactive marketing. Gulf Cooperation Council (GCC) tourists prioritized religious compliance alongside wellness promotion. Key decision-making factors included services adhering to Islamic principles, post-pandemic safety and hygiene, international medical standards, and effective communication in Arabic and English. THEORY/POLICY IMPLICATIONS: Four strategic pillars consist of restructuring services for halal integration, enhancing advanced medical care combined with wellness services, leveraging digital technology to build trust and facilitate services, and fostering inter-agency collaboration. Furthermore, the policies emphasize the necessity of developing Thailand Halal Health Tourism Ecosystem that integrates medicine, tourism, culture, and religion. By implementing these strategies and maintaining cooperation between government, private, and religious sectors, Thailand can sustain its position as a global leader and a hub for halal health tourism.

Narrative structure and film language of Nonzee Nimibutr

Nikrom Kulkosa — 2026-06-10

PURPOSES: To study the narrative structure, film language, and directorial style of Nonzee Nimibutr through textual analysis. METHODS: This research article employed qualitative research methods, analyzing the subject matter through in-depth interviews with director Nonzee Nimibutr and focus group discussions. The focus group samples were drawn from the general audience, comprising two main groups: Those studying film and those employed in the field. The research also referred to Narrative Structures and film language theory, semiology, social change, psychoanalytic theories, and various perspectives derived from directorial style. RESULTS: Nonzee Nimibutr’s works were tied to their respective social contexts. Real events and historical figures were referred to create a sense of realism and reflect the shifting of historical periods. The films often used flashbacks to emphasize character motivations. The films’ subject matters were frequently concerned with morality, beliefs, culture, and the human psyche. The director’s works thus reflected contemporary social context and had distinctive film language and clear artistic signatures. They masterfully combined visuals, sound, and emotions. Truly he was a pioneer of Thai film creation. THEORETICAL/POLICY IMPLICATIONS: Nonzee Nimibutr is a director who “controls everything himself”, and creates films that thoroughly criticizes various aspects of Thai society, and his methods should be studied by new filmmakers for their contemporary storytelling.

Social media marketing strategies influencing purchasing decisions of Gen Z in the luxury goods market

Rungarun Khasasin — 2026-06-10

PURPOSES: This research aimed to study the levels of awareness and engagement, and analyze the relationship between social media marketing strategies and the purchasing decisions of luxury goods among Gen Z in Thailand. It also compared effectiveness of the social media and suggested marketing guidelines. METHODS: The research methodology was quantitative, using online questionnaires to collect data from a Gen Z sample (born 2017-2012) of 400 persons. RESULTS: The majority of the sample were female, aged 20-25, and spending more than 4 hours per day on social media. The platform most frequently used for purchasing of luxury goods was Instagram, followed by TikTok and Facebook, respectively. In terms of social media marketing strategies (SMMAs), Gen Z prioritized the most current trend, followed by entertainment. Regarding purchasing decisions, information searching was the most important factor. It was also revealed that SMMAs could significantly predict purchasing decisions. The most influential factors, in descending order, were trendiness, word-of-mouth, entertainment, and customization. Interaction with the brand was found to have no significant influence on purchasing decisions. THEORY/POLICY IMPLICATIONS: Luxury brands marketing should focus on presenting up-to-date and in-trend content, coupled with creating incentives to encourage positive word-of-mouth, since Gen Z trust information from actual users and social media acceptance rather than direct interaction with the brand.

Transformational leadership and employee performance in Bangkok Metropolitan Administration: The mediating role of job satisfaction

Usakom Jearrajinda — 2026-06-10

PURPOSES: To analyze the direct and indirect effects through job satisfaction as a mediator variable of transformational leadership on employee performance. METHODS: This research employed a survey research design, collecting data from a sample of 400 personnel working in Bangkok District Offices. A multi-stage sampling technique was utilized. The research instrument was questionnaire, which demonstrated internal consistency with high Cronbach’s alpha coefficient (0.942). Data analysis was performed using Structural Equation Modeling (SEM). RESULTS: Transformational leadership exerted an influence directly, and indirectly and partially through job satisfaction on employee performance. THEORY/POLICY IMPLICATIONS: While traditional wisdom has predominantly emphasized the significant influence of transformational leadership on employee performance in driving organization goals, this research revealed that job satisfaction was a more potent predictor of high-level performance. Accordingly, organizations should emphasize suitable work conditions and policies. When employees are assigned workloads that align with their needs and receive adequate as well as equitable compensation, they inevitably fosters job satisfaction, which in turn enhance efficient and effective performance. Furthermore, to achieve excellence in employee performance, it is imperative to develop transformational leadership coupled with job satisfaction for sustainable organizational growth and holistic development.