Journal of Multidisciplinary in Humanities and Social Sciences

The Hermeneutic Loop: Explainable AI (XAI) as a Partner in Interpretive HASS Research

Mohammadamin Dadras — 2026-04-30

This paper presented a new method called the “Hermeneutic Loop” for using Explainable Artificial Intelligence (XAI) in humanities and social science research. The goal was to solve a major problem: complex AI often acts as a “black box,” making it challenging for researchers to understand how it reaches its results. This lack of transparency clashes with the core principles of fields that rely on deep interpretation. Our framework transformed XAI from a simple technical tool into a collaborative partner. It created a structured conversation between the researcher and the AI model, making the process of interpretation clearer and more rigorous. We demonstrated this method with three real-world examples. First, in literary studies, we used a language model (BERT) and a technique called Integrated Gradients on 500 British novels. This helped us visually trace how the meaning of the word “virtue” changed from a social concept to a psychological one over a century. Second, in historical research, we analyzed letters from the American Civil War. When a standard sentiment-analysis model failed, we used a method called LIME to understand its mistakes. This process revealed unique 19th-century ways of expressing emotion that the AI initially had missed. Finally, in a study of climate change debates on Twitter, we used “attention visualization” to see how different groups used the same words to build distinct political arguments. The Hermeneutic Loop improved our research, forcing us to question the AI’s output, which led to more reliable and insightful conclusions. It ensured that the computer’s power served human understanding. This approach provides a necessary bridge, allowing scholars to use advanced AI while staying true to the fundamental values of evidence-based interpretation.

The Administration of Educational Institutions for Organizational Happiness

Punyaphon Chanpheng — 2026-04-30

This conceptual article aimed to propose guidelines for school administration in the digital age to transform into a happy organization. By employing a systematic literature review and synthesis, this study addresses the critical challenge of bridging administrative efficiency gaps while enhancing the quality of work-life for educational personnel facing pressure from digital transformation. The content is divided into four main sections: 1) concepts of school administration in the digital age within the Thai context; 2) psychological concepts regarding happiness; 3) change management; and 4) the concept of a happy organization. The synthesis results lead to the proposal of the “5H Organizational Happiness Model,” a conceptual framework for driving schools toward sustainability. This model comprises five key dimensions: H-Health (Promoting Good Health), H-Heart (Building Good Relationships), H-Head (Development and Learning), H-Hand (Participation and Action), and H-Hope (Creating Goals and Inspiration). The model is designed as a strategic tool for administrators to balance operational efficiency with personnel well-being within the context of Thai educational institutions in the digital age.

Cultural Representations of Chizhou Nuo and Villagers’ Belief Systems from a Semiotic Perspective

Yao Wang — 2026-04-30

Chizhou Nuo, an important ritual performance tradition in China, carries social functions of blessing, protection, moral regulation, and community cohesion. Despite Chizhou Nuo Opera's recognized social functions, how its symbolic systems resist erosion and sustain spiritual relevance in villagers' daily life amid modernization—especially via a semiotic-anthropological lens—remains underexamined. This study applied a semiotic framework, combined with anthropological and folkloristic approaches, to examine how cultural representations of Nuo shape villagers’ belief systems and social practices. Based on fieldwork in specific villages in Chizhou, Anhui Province, along with interviews and participant observation, the research demonstrated that masks, dances, chants, and ritual spaces together form a multilayered system of signs. These representations not only transmit supernatural beliefs and cultural norms but also reinforce emotional expression and the reproduction of social relations. The research highlighted the active agency of villagers: as interpreters of signs, they actively transform ritual symbols into religious identification and emotional reliance, thereby sustaining faith, regulating emotion, and strengthening community bonds. The study contributes to heritage research by integrating semiotic analysis with folklore perspectives, foregrounding the agency of interpreters, and highlighting the role of emotions and social adaptation within ritual practices.

Digital Innovation and Social Media Strategies for Intangible Cultural Heritage: A Case Study of Pixiu Dance in Zengcheng, China

Lei Qiao — 2026-04-30

This study employed a mixed-methods case study design to explore the adaptation of traditional cultural elements for digital dissemination and their impact on user engagement and cultural identity formation. Specifically, the study examined (1) the transformation of cultural symbols, focusing on converting traditional visual elements into digitally appropriate representations of Intangible Cultural Heritage (ICH); (2) participatory design strategies that enabled users to shift from passive consumers to active co-creators; and (3) the role of digital storytelling techniques in fostering cultural identity while maintaining core cultural values. A total of 80 participants aged 18–30, all regular users of digital media platforms, were recruited through stratified sampling. Inclusion criteria required participants to have at least six months of active use on major digital platforms and varying familiarity with traditional culture. Data were collected through a structured questionnaire and semi-structured interviews. The questionnaire assessed participants’ attitudes toward traditional culture, engagement with digital cultural content, and perceived cultural identity using five-point Likert scales. Interviews provided deeper insights into users’ motivations and experiences with ICH-related digital content. Quantitative data were analyzed using descriptive statistics, while qualitative data underwent content analysis. Results showed that 62.5% of participants preferred simplified icons with social interaction features and digitally enhanced ICH symbols, with a 95% CI of (52.4%, 72.6%). User-generated content and co-creation features significantly increased perceived cultural ownership, with 71.3% of participants reporting a higher willingness to share content when participatory components were available. Additionally, integrating traditional narratives with digital storytelling techniques led to an average increase of 0.8 points in cultural identity scores on a five-point scale. The findings offered a validated indicator system linking symbol simplification, participatory design, and user acceptance and provided a practical framework for enhancing youth-oriented digital communication of ICH.

Exploring Language, Culture, And Self-Motivation: Thai Students’ Experiences in An Exchange Program in Dali, China

Anantakul Intarapadung — 2026-04-30

This study aimed to explore the students’ experiences in relation to language, culture, and self-motivation, drawing on self-determination theory (Deci & Ryan, 1985) and Deardorff’s (2006) intercultural competence model for data analysis. A mixed-methods approach was employed, combining quantitative surveys on students' perceptions of the program with qualitative in-depth interviews conducted with both students and teachers overseeing the exchange. The findings revealed that students had developed a positive attitude toward the program and had expressed aspirations to pursue higher education in China after graduating in Thailand. Their heightened sense of self-motivation led them to commit more strongly to mastering the Chinese language as a means of achieving future success. Six months after their trip, their HSK levels were found to have improved. Overall, the study demonstrated that cooperation between Chinese and Thai universities could significantly impact Thai undergraduates, even through a short 10-day visit to China.

Factors Affecting Purchase Intention and Consumption of Plant-Based Food Products for the Elderly and Product Development Guidelines: Bangkok Metropolitan

Busthsayarinth Kongkaew — 2026-04-30

Background and Aim: From the results of the study, the researchers proposed guidelines for developing plant-based food products by focusing on meeting the motivation of the elderly, emphasizing nutritional value, safety, appropriate packaging, providing clear information, and setting prices that were consistent with purchasing power. In addition, marketing communication strategies were used to create awareness and stimulate confidence in the product in the long term. Materials and Methods: The sample group consisted of 400 elderly people aged 60 years and over living in Bangkok. The sampling method employed was quota sampling, which was a non-probability sampling technique. The instrument used was a questionnaire. The statistics used for analysis included frequency, percentage, mean, standard deviation, F-test, and multiple regression analysis. Results of the Study: Factors of purchasing motivation, product confidence, attitude, price, distribution channels, and products were all statistically associated with the purchasing intention of the elderly (p < .05). The regression model could explain the behavior by 89.10 percent (R² = .891). In addition, it was found that factors of status and average monthly income had significantly different effects on purchasing intention. The study showed that marketing mix and psychological factors were strongly associated with plant-based food purchase intentions among surveyed elderly people in Bangkok. The results offered guidance for developing nutritious, affordable, and trusted products for Thailand’s aging consumers.

Factors Influencing the Motivation to Choose Basketball as a Sport Among Athletes at Chengdu Sport University

Dumeng He — 2026-04-30

This study examined the factors associated with basketball motivation among student-athletes at Chengdu Sport University, integrating psychological, social, and environmental perspectives within a mixed-methods approach. Quantitative data were collected through questionnaires from 100 purposively selected athletes, while qualitative insights were obtained from semi-structured interviews with 10 participants and observations during training contexts. All instruments were validated through the Item–Objective Congruence method with satisfactory indices. Quantitative analyses included descriptive statistics, correlation testing, and multiple regression, where model assumptions and multicollinearity diagnostics were reviewed to ensure analytical validity. Several variables, including self-confidence, family support, coach guidance, teammate relationships, and training environment, demonstrated moderate to high bivariate correlations with motivation. In the multivariate model, only self-confidence showed a statistically significant association, whereas the remaining predictors became non-significant once shared variance was accounted for. The high overall model fit was interpreted with caution due to the sample size, possible multicollinearity, and the study's cross-sectional design. Qualitative findings highlighted the importance of psychological readiness, personal goals, and supportive social relationships, which offered explanatory depth for quantitative patterns and clarified inconsistencies in the regression outcomes. Overall, the results suggested that basketball motivation among university athletes was influenced by an interplay of psychological and relational factors, although conclusions remained limited by nonprobability sampling and the absence of longitudinal evidence. The study underscored the practical value of strengthening athletes’ psychological competence, improving training environments, and fostering supportive team dynamics while calling for broader, multi-site, and longitudinal research to substantiate these preliminary insights.

From Cultural Consciousness to Cultural Confidence: Living Transmission and Innovative Methods for Yunnan Opera as Intangible Cultural Heritage

Luan Lan — 2026-04-30

This study proposed an operational pathway to sustain Yunnan Opera as living intangible cultural heritage by moving from cultural consciousness (“knowing its value”) to cultural confidence (“acting on that value”) and then to practical methods. The research combined documentary analysis, multi-site case mapping, and field interviews and observations in Yunnan to link value, ecology, and implementation.

A four-part cultural value framework was developed, encompassing ritual and ethics, aesthetics and emotion, and identity and recognition, with “habitat quality” (accessible venues, predictable schedules, and basic media support) as a cross-cutting driver. The findings indicated that cultural value was generated through routine use and participation—regular performances, learning pathways, and community engagement—rather than through static preservation of repertoire alone.

On this basis, the study specified a set of reversible and auditable methods for contemporary practice: small-format thematic performances (20–40 minutes) suitable for schools and community stages; micro-innovation in vocal and orchestral treatment that refined but did not alter core timbres; modular upgrades in lighting, scenery, costumes, and visual identity; classroom micro-units and public explainers that turned spectators into learners; and digital pipelines (archives, live streaming, and short videos) designed to convert online attention into offline attendance.

These tools are integrated into a Protect–Use–Innovate cycle implemented through light “ecosystem coupling” among communities, professional troupes and academies, and public-culture platforms, coordinated by an annual set of “living indicators” that track repertoire restoration, performance frequency, youth participation, digital reach, and canon integrity. The model contributes a habitat-centered, evidence-based approach to ICH safeguarding and offers a practical reference for operationalizing UNESCO-oriented principles in resource-constrained cultural environments.

Guidelines for Developing Teacher Competencies in teaching in the 21st Century in Zhejiang Higher Vocational Colleges, People’s Republic of China

Chen Ning — 2026-04-30

This study aimed to 1) develop guidelines for developing 21st-century teaching competencies among Zhejiang higher vocational colleges (HVCs) and 2) evaluate the guidelines for developing teacher competencies in teaching in the 21st century in Zhejiang HVCs. The researcher formulated the guidelines based on the investigation of the current situation of teachers’ teaching competencies. The research was divided into two stages. Stage 1: It was identified that the 21st-century teaching competencies of teachers in HVCs in Zhejiang Province comprised six aspects. Ranked from highest to lowest in terms of competency level, they were research competency, student management competency, professional ethics, social service competency, self-development competency, and teaching management competency. Stage 1 involved investigating current competency levels and qualitative data collection through semi-structured interviews with award-winning teachers and administrative managers from model HVCs. The second stage focused on the expert evaluation of the developed guidelines, utilizing a 5-level rating scale questionnaire to assess their feasibility and utility among a sample of experienced deans.

It was found that: 1. In Zhejiang Province of the People’s Republic of China, teacher competencies in teaching in the 21st century in HVCs were at a relatively high level in general and in all aspects on average. 2. To improve teacher competencies in teaching in the 21st century in Zhejiang HVCs, it was necessary to improve teaching competency from six aspects: 1) research, 2) student management, 3) professional ethics, 4) social service, 5) self-development, and 6) learning and teaching. 3. Evaluation results showed that experts conducted a high-level assessment of the feasibility and utility of the 21st century teaching competency guidelines for college teachers.

The study successfully produced a validated set of development guidelines tailored to the specific needs of Zhejiang HVC teachers. These findings provide a critical roadmap for vocational teacher training policy in China, emphasize targeted development in key areas, and ensure educators are equipped for the demands of the 21st century.

Instructional Design Using Constructivism and Blended Learning Approach to Enhance the Problem-Solving Ability of Undergraduate Students in China

Miao Zhang — 2026-04-30

The purposes of this research were the following: 1) to study the current state and problems in the problem-solving ability of first-year undergraduate students in China, and 2) to develop an instructional model using constructivism and a blended learning approach to enhance the problem-solving ability of undergraduate students in China. This study used a sequential mixed-methods approach, employing semi-structured interviews with five teachers who taught the “Situation and Policy Course" and questionnaires administered to 320 first-year undergraduates from Hebei Academy of Fine Arts and Hebei University of Communications, selected through purposive sampling. Interview data were analyzed using thematic content analysis, while quantitative data were analyzed using descriptive statistics. The research results showed as follows: 1) Students had problems combining theoretical knowledge with practical applications and lacked analytical and strategic planning skills. Current assessment practices focused primarily on memorization. However, students reported that blended learning had contributed to increased motivation, engagement, and flexibility. They also proposed the inclusion of group-based learning and diverse learning resources to improve skills for practical problem-solving. 2) The researchers used the findings to design an instructional model using constructivism and a blended learning approach. The instructional model consisted of six components: the introduction to the model, theoretical foundations, principles, objectives, procedures, and measurement and assessment. The procedures were divided into three phases with six steps: self-directed learning, group task preparation, group presentation, interactive discussion, peer/teacher feedback, and homework and reflexive learning. This model was verified by five experts, with an IOC of 0.8–1.0 and an average appropriateness of 4.35, which was interpreted as a high level of suitability. According to expert recommendations, this model was revised to improve student-centered learning principles, flexibility, and orientation. Ultimately, these results support the effective development of real-world problem-solving skills.

Primitive Charm and Vernacular Vision: A Cross-Aesthetic Analysis of “Naive Taste” in Dali Bai Jiama Prints

Yang Xicheng — 2026-04-30

Jiama art is deeply influenced by the local ethnic minorities’ primitive customs and beliefs, creating its unique visual style: an improvisational style that is full of childlike interest. It is now in a difficult situation due to insufficient attention to local folk art, facing the dilemma of being lost and little known. To better protect and pass on the Dali Bai Jiama, this paper aimed to 1) explore the background and development of the Dali Bai Jiama culture; 2) analyze the characteristics of the Dali Bai Jiama motifs; and 3) analyze the visual style of the Dali Bai Jiama, which was “Naive Taste." The data collection tools were a literature review and a field survey. Combined with Wölfflin's theory of formal analysis, the researchers sorted out the historical origin of the Dali Bai Jiama, summarized its production and usage, and systematically explored and analyzed its unique “Naive Taste” visual style. The results of the study were as follows: 1) Jiama culture had a long history, and it was used to satisfy the needs of the Dali Bai people's inner beliefs; 2) Jiama had unique pattern characteristics, where the generation of the pattern was closely related to the cultural bearer and the embodiment of cultural values; and 3) Jiama featured a “Naive Taste” visual style, which could provide a continuous source of inspiration for other arts. These research findings trace the history, pattern characteristics, and distinctive visual style of Jiama, laying the groundwork for the preservation and inheritance of Jiama cultural heritage. They simultaneously demonstrate the multifaceted potential of traditional culture as both an inspiration and a cultural vehicle within contemporary artistic creation.

The Culture of Chuxiong Yi Nationality “LaoHu Sheng”: The Original Human Art Study for Inheritance and Promotion

Yiyu Huang — 2026-04-30

This study aimed to explore the artistic origins and cultural significance of the Yi ethnic group's "LaoHu Sheng." The research objectives included: (1) analyzing the artistic characteristics and generation logic of the "LaoHu Sheng" from the perspective of Western theories of the origin of art (imitation theory, expression theory, witchcraft theory, etc.); (2) exploring its cultural connotations and social functions in the Chuxiong Yi society; and (3) revealing the value of the "LaoHu Sheng" in the inheritance and identity of contemporary ethnic culture. The study used the "LaoHu Sheng" performances and related groups in the Chuxiong area as samples, adopted a combination of literature review and participatory observation, and conducted a systematic study through content analysis.

The study results showed that: 1. The "LaoHu Sheng" embodied multiple origin motivations in its artistic form, including the imitation of natural forms and the externalization of ethnic emotions and beliefs while retaining ritual and witchcraft characteristics. 2. In terms of cultural function, the "LaoHu Sheng" was not only an important carrier of religious sacrifices and nature worship but also a core form of ethnic festivals and social interactions, which enhanced the cohesion and cultural identity of the ethnic group. 3. In the contemporary context, the "LaoHu Sheng," as an intangible cultural heritage, held significant value for preservation and inheritance while also providing a unique resource and practical case for the dissemination of national culture and artistic innovation.

Overall, this study reveals the multidimensional characteristics of "LaoHu Sheng" as a complex art and culture, providing new empirical support for cross-cultural research on theories of artistic origins.

The Development a Three-Language Online Electronic Comic Book Series Called “The Amazing Phetchaburi” (Chinese, English, and Thai)

Kornkamon Thanarotrungrueang — 2026-04-30

This article aimed 1) to create the three-language online electronic comic book series “The Amazing Phetchaburi” (Chinese, English, and Thai); 2) to assess the quality of the series, which was available in three languages; and 3) to evaluate user satisfaction with the series. The sample consisted of 419 participants, including learners, academics, and tourists, drawn from a population of 423 individuals interested in Phetchaburi craft guilds. They were selected using purposive sampling and Yamane’s formula with a margin of error of 0.05. The instruments for collecting data were a trilingual e-comic prototype, an expert evaluation form, and a user satisfaction questionnaire. Data were analyzed using descriptive statistics and content analysis. The research results were as follows: 1) The trilingual online e-comic was effectively developed into seven episodes. It incorporated Phetchaburi's cultural heritage, including stucco, wood carving, banana-stalk carving, and painting, into a fantasy-adventure narrative presented in a digital format accessible on multiple devices. 2) Five experts evaluated the e-comic from seven different angles (usability, content and storyline, language, illustrations, color and typography, character design, and values/benefits) and assigned an overall score of 4.22 with a standard deviation of 0.53, indicating high quality. 3) The trilingual online e-comic showed a consistently high level of satisfaction across all measured dimensions among the 419 participants. These findings suggest that trilingual e-comics serve as an effective tool for preserving and promoting cultural heritage while enhancing user engagement through digital storytelling.

The Impact of Digital Transformation, Consumer Decision Mechanism, and New Product Design Planning on Sustainable Competitiveness in the Wooden Furniture Market

Quan Yingying — 2026-04-30

The objectives of this research were (1) to study the impact of digital transformation on consumer decision mechanisms, new product design planning, and sustainable competitiveness in the wooden furniture market; (2) to analyze how the consumer decision mechanism influenced new product design planning and sustainable competitiveness in the wooden furniture market; and (3) to examine the role of new product design planning in enhancing sustainable competitiveness in the wooden furniture market. The population comprised 930 employees and 90 administrators across 10 furniture enterprises, totaling 1,020 individuals. A total of 340 participants, including both furniture factory employees and management personnel, were selected for the study using a stratified random sampling technique. SEM analysis showed that digital transformation positively influenced the consumer decision mechanism (path coefficient = 0.82, p < 0.001), validating the hypothesis. Digital transformation also positively influenced wooden furniture's sustainable competition (path coefficient = 0.47, p < 0.001) and new product design planning (path coefficient = 0.63, p = 0.032). The consumer decision mechanism positively influenced new product design planning (path coefficient = 0.66, p = 0.003) and wooden furniture sustainable competition (path coefficient = 0.53, p < 0.001). Furthermore, new product design planning positively influenced wooden furniture sustainable competition (path coefficient = 0.78, p < 0.001). Therefore, based on the research results, non-standardized path coefficients were used in the study. Based on the p-values, it was determined that the 95% confidence intervals of all path coefficients did not contain 0, and the results were statistically significant. This study clearly reveals how digital transformation drives the sustainable competitiveness of wooden furniture enterprises through key intermediary pathways.

The Impact of Digitalization on Business Performance: The Mediating Role of Consumer-centric Innovation and Organizational Agility

Yu Pei — 2026-04-30

The purposes of this research were (1) to determine the relationship between digitalization, organizational agility, consumer-centric innovation, and business performance; (2) to examine the effect of digitalization on consumer-centric innovation, organizational agility, and business performance; (3) to examine the direct effect of consumer-centric innovation and organizational agility on business performance; and (4) to examine the indirect effect of digitalization on business performance through consumer-centric innovation and organizational agility. A quantitative research design was employed in this study. The research focused on the Chinese NEV sector, targeting professionals from NEV manufacturers, suppliers, and service providers. The samples used in this study comprised 511 respondents, selected through stratified random sampling. Structural Equation Modeling (SEM) was used for data analysis.

The research results were as follows: 1. There was a positive relationship between digitalization, organizational agility, consumer-centric innovation, and business performance; 2. Digitalization had a direct effect on consumer-centric innovation, organizational agility, and business performance; 3. Consumer-centric innovation and organizational agility had a direct effect on business performance; 4. Consumer-centric innovation and organizational agility significantly mediated the relationship between digitalization and business performance. This research highlights the critical role of digitalization in increasing business performance and the indirect effect of digitalization on business performance through consumer-centric innovation and organizational agility.

The Influencing Factors Affecting Happiness Working of College Counselors in Shangrao City, Jiangxi Province, China

Jian Wang — 2026-04-30

This study examined the determinants of workplace happiness among college counselors in Shangrao City, Jiangxi Province, China. The objectives were to (1) assess the levels of organizational management, work engagement, work environment, professional identity, and personality traits among counselors; (2) analyze the influence of these organizational factors on workplace happiness; and (3) investigate the mediating role of professional identity and the moderating effects of Big Five personality traits. A quantitative-dominant mixed-methods design was employed, using data collected from 328 counselors across four universities through stratified random sampling. Validated instruments measured each construct, and data were analyzed using descriptive statistics, Pearson correlation, and Structural Equation Modeling (SEM). Results indicated that all major variables were positively correlated with workplace happiness. Work engagement emerged as the strongest predictor (β = 0.376, p < .001), followed by work environment (β = 0.330, p < .001) and organizational management (β = 0.182, p < .05). The model explained 45.8% of the variance (R² = 0.458) and demonstrated acceptable fit indices (CFI = 0.883, TLI = 0.879, RMSEA = 0.048). Professional identity partially mediated the effects of organizational factors on workplace happiness, while conscientiousness and openness were the most significant personality moderators. The findings highlight that promoting work engagement, supportive environments, and professional identity development can enhance counselor happiness and organizational effectiveness. Implications suggest that higher-education institutions should implement identity-based training and personality-sensitive management strategies to sustain well-being among counseling staff.

The Strategies Formulation for Promoting International Chinese Language Education for Secondary Schools in Thailand

Xin Yang — 2026-04-30

This research aimed to formulate effective strategies for promoting international Chinese language education in Thai secondary schools. The objectives were threefold: (1) to examine the current situation, needs, and challenges of Chinese language education; (2) to formulate comprehensive strategies integrating vision, values, strategic objectives, and implementation plans; and (3) to validate and evaluate these strategies through expert review and pilot implementation. A sequential mixed-methods approach was used, involving 450 participants, including students, teachers, and administrators across 15 secondary schools in Bangkok and nearby provinces, as well as 15 experts. Data were collected using questionnaires (Cronbach’s α = .91), semi-structured interviews, and expert evaluation forms and were analyzed using descriptive statistics and content analysis. The results revealed systemic challenges: strategic ambiguity (83%), operational fragmentation (78%), and cultural relevance gaps (72%). The study produced the 4-6-3 Integrated Strategic Model, encompassing four implementation phases, six strategic dimensions, and three learning stages. Expert evaluation confirmed high validity (mean = 4.63, SD = 0.47), while pilot implementation improved teacher clarity (90%) and student motivation (85%). These findings provide evidence-based guidelines for enhancing international Chinese language education and intercultural competence in Thai secondary schools.

Mobile Application of Electrical Automation Teaching for Undergraduate Students in Electromechanical Technology Application, Fujian Agricultural, Vocational, and Technical College, China

Danshen Chen — 2026-04-30

This study aimed to (1) explore the development and integration of a mobile-assisted learning application for electrical automation education; (2) assess the impact of the mobile application on students’ theoretical knowledge, practical skills, and overall learning outcomes; and (3) evaluate student satisfaction with the use of the mobile application in enhancing their learning experience. The sample comprised 32 undergraduate students enrolled in electrical automation courses at Fujian Agricultural, Vocational, and Technical College. The participants were divided into two groups: an experimental group using the mobile-assisted learning application and a control group using traditional teaching methods. Data were collected between March and June 2024 through pre- and post-test assessments, including theoretical knowledge and practical skills evaluations, as well as a student satisfaction survey. Theoretical and practical test results showed significant improvements in the experimental group, with an average increase of 15% in written test scores and 20% in practical skills. The student satisfaction survey indicated high levels of engagement and positive feedback, with an average rating of 4.6 out of 5 for the application’s effectiveness in enhancing the learning experience. The findings suggest that mobile-assisted learning applications can significantly improve theoretical understanding and practical competencies in technical education, while offering a flexible and interactive learning environment that enhances student engagement and satisfaction. These results contribute to the growing body of research on mobile learning in vocational education and offer practical implications for integrating mobile technologies into technical curricula.

Learning Management in Content and Language Integrated Learning to Develop Thai Reading Skills and Thai Cultural Understanding for Thai as a Foreign Language Learners

Kanchaya Somkaeo — 2026-04-30

This article aimed to (1) develop Content and Language Integrated Learning (CLIL) lesson plans to enhance Thai reading skills and Thai cultural understanding among learners of Thai as a foreign language and (2) examine learners’ Thai reading skills and Thai cultural understanding after the implementation of the CLIL-based instruction. The study employed a classroom action research design, using CLIL as the conceptual framework. The participants were 13 international students enrolled in the Thai Language and Culture Program at the Language Institute, Chiang Mai University, in the 2024 academic year, selected through purposive sampling. Research instruments included (1) CLIL-based lesson plans and (2) a Thai reading and cultural understanding test. Data were analyzed using mean, standard deviation, percentage, and t-test statistics. The findings showed that: 1) the lesson plans demonstrated a high level of content validity, with an overall Item–Objective Congruence (IOC) index of 0.96; and 2) students’ Thai reading skills and Thai cultural understanding significantly improved after the CLIL-based instruction at the 0.05 level. These results suggest that the integration of content and language through CLIL effectively enhances both linguistic competence and cultural literacy in Thai language education.

Legal Enforcement in Punishment and Control of Tourism Business and Tourism Guide

Nitikan Dhammahansasakul — 2026-04-30

This article aimed to (1) study theoretical concepts regarding legal enforcement to punish and control tour businesses and tour guides, as well as related research results; (2) study factual and legal issues regarding legal enforcement in the Kingdom of Thailand; and (3) study, analyze, and compare legal enforcement in foreign countries with that of Thailand. The research design was qualitative, utilizing the concept of punishment theory, legal texts, academic literature, and electronic media, alongside focus group discussions and in-depth interviews with experts, including government officials, tour operators, guides, legal academics, and victims.

The study revealed that: 1. The concept and theory regarding tourism laws in Thailand emphasized punishment and control, whereas those of other countries focused on improvement and protection prior to punishment. 2. The actual problems regarding law enforcement were that entrepreneurs failed to obtain proper permissions, did not provide guides for tourists, and altered tour programs inconsistently with advertisements. 3. Thai law enforcement did not focus on consumer protection, which differed from other countries that placed greater importance on protection and control over mere punishment. These findings suggest that Thailand’s legal framework for the tourism industry requires a shift toward proactive consumer protection and preventive measures to align with international standards.

Developing Professional English of Thai Employees in Japanese Companies

Krishna Kosashunhanan — 2026-04-30

This study aimed to (1) examine the professional English communication skill needs of Thai employees working in Japanese companies in Thailand, and (2) compare these needs based on personal and work-related factors. A mixed-methods research design was employed, involving two groups of participants: 400 Thai employees and 25 executives from Japanese companies located in ten provinces with the highest levels of Japanese investment. The research instruments consisted of a questionnaire and semi-structured interviews.

The findings from the first objective revealed that the overall need for professional English communication skills among Thai employees was at a high level ( = 4.09, S.D. = 0.69). Listening skills were rated the highest ( = 4.40), followed by speaking ( = 4.25), writing ( = 3.95), and reading ( = 3.75). Interview results indicated that Thai employees still lacked confidence, particularly in speaking and writing, suggesting that they should be trained in business English areas such as email writing, report writing, meetings, and intercultural communication. Regarding the second objective, the analysis revealed statistically significant differences in English communication skill needs according to age and educational level (p < .05), while gender showed no significant difference. For work-related factors, both job position and work experience exhibited statistically significant differences (p < .05 and p < .01, respectively).

These findings suggest that developing Thai employees’ professional English communication skills should emphasize listening, speaking, and business writing, together with enhancing intercultural communicative competence to improve workplace communication effectiveness. Strengthening these competencies will help increase the global competitiveness of Thai labor and promote successful communication in multicultural Japanese business contexts.

Development of Communication Models to Strengthen Smartphone Technology Skills Among the Elderly of Bang Yai Town Municipality, Nonthaburi Province

Soraya Ngamsnit — 2026-04-30

The objectives of this research were 1) to explore the problems and needs for the development of smartphone skills; 2) to develop prototype communication materials; and 3) to disseminate the communication model to enhance digital skills among the elderly in Bang Yai Municipality, Nonthaburi Province. The study was carried out by means of mixed methods research, and the sample group consisted of 40 elderly individuals. The research tools included questionnaires, interviews, and the prototype communication materials (manuals and video clips), which were all approved for validity through IOC verification and triangulation. According to the research findings, it was found that: 1) The three most common technical problems experienced by the elderly users were the transfer of data from an old device to a new one, the registration for and logging into email accounts, and the initial setup of smartphone menus. 2) The prototype communication materials required large texts and images, while the vertical videos needed bright colors with slow, step-by-step voiceovers. 3) The communication model preferred by the elderly was the large group training session, in which instructors conducted demonstrations and assisted with practice. The elderly also required instructional materials and detailed consultations, where they were able to ask questions repeatedly until they understood. Accordingly, it can be concluded that effective communication requires participation and age-friendly media. In addition, the researcher has discovered a new conceptual framework, “understandable-accessible-compatible,” which is believed not only to help older people learn about technologies naturally but also to reduce the digital divide at the community level in a sustainable manner.

A Synthesis of Research on Domestic Violence in Thailand

Sureeshine Phollawan — 2026-04-30

This article aimed to (1) examine the situation and synthesize existing knowledge from research on domestic violence in Thailand, and (2) develop policy recommendations for relevant agencies to prevent and address domestic violence issues. The research employed a qualitative approach, utilizing the concept of research synthesis in conjunction with theoretical frameworks related to domestic violence as the analytical foundation. The content analysis covered studies on spousal violence conducted and published between 2018 and 2022. The research results were as follows: 1) Most research on spousal violence in Thailand focused on preventive and remedial measures for domestic violence. However, there remained a lack of studies exploring emerging forms of domestic violence and the practical challenges faced by officials in implementing legal measures—topics that were still underrepresented in current research. 2) The synthesis of findings highlighted key policy implications, particularly the need for the state to revise existing legislation to encompass new and evolving forms of violence, as well as to strengthen the proactive roles of local administrative organizations and civil society in domestic violence prevention and intervention efforts. The findings from this study constitute an academic knowledge base on domestic violence, providing a critical foundation for the advancement of future research and serving as an evidence-based resource to inform and support the formulation of concrete policy measures by the government and relevant agencies.

A Feasibility of Applying the Appreciative Inquiry Process to Develop Community Innovators

Kornwika Kuptapol — 2026-04-30

This article aimed to examine the feasibility of applying the Appreciative Inquiry (AI) process to develop community innovators among members of community enterprises in Nong Saeng Subdistrict, Pak Phli District, Nakhon Nayok Province. The study employed a qualitative research design, with a purposive sample of 12 leaders and representatives of community enterprises. Focus group guiding questions were used as the research instrument. Data were analyzed through content analysis and presented descriptively. The findings reflected development needs in five areas: creating new generation leaders, developing local guides, expanding products, using technology, and building work networks. The study indicated that it was feasible to apply the four stages of the appreciative inquiry process—Discovery, Dream, Design, and Destiny—in developing community innovators. This process helped create a space for communities to identify their existing potential and collaboratively define shared goals in a systematic manner. The research indicates that the application of appreciative inquiry opens opportunities for communities to identify their positive potential, connects it with developmental aspirations, and fosters behavioral and attitudinal changes that contribute to sustainable community innovation.

The Relationships among Economic Value Added, Accounting Performance Measures, Market Value Added, and Shareholder Value Added: Evidence from Companies Listed on the Stock Exchange of Thailand

Panchitta Rujirojsakul — 2026-04-30

This article aimed to examine the relationships among Economic Value Added (EVA), accounting performance measures, Market Value Added (MVA), and Shareholder Value Added (SVA) of companies listed on the Stock Exchange of Thailand. Secondary data were collected from the financial statements of listed companies during the period 2013–2022, totaling 2,730 firm-year observations. Descriptive statistics were employed to describe the general characteristics of the data, while inferential statistics—specifically Pearson’s correlation analysis and path analysis—were used to investigate the relationships and causal influences among variables. The results revealed that EVA, return on equity (ROE), earnings per share (EPS), and MVA were positively correlated with SVA, whereas return on assets (ROA) exhibited a negative relationship with SVA. Furthermore, the findings from the path analysis indicated that EVA, ROE, and EPS indirectly influenced SVA through MVA. These results suggest that both accounting-based and value-based performance measures play significant roles in enhancing shareholder value. This research contributes to a deeper understanding of the factors influencing shareholder value creation in Thai listed firms. The findings provide valuable implications for corporate executives, investors, and other stakeholders in developing financial strategies, improving performance management, and making investment decisions that promote sustainable shareholder value.

The Relations Between Market Value Added, Economic Value Added and Accounting Performance with Executive Compensation: Companies Listed on the Stock Exchange of Thailand

Pratthana Kaewwan — 2026-04-30

This article aimed to study and analyze the impact of market value added, economic value added, and accounting performance on executive compensation of companies listed on the Stock Exchange of Thailand. The research objectives were: 1) to study and analyze the relationship between executive compensation and performance indicators; 2) to study and analyze the relationship between executive compensation and market value added (MVA) and economic value added (EVA) indicators; 3) to study and synthesize the relationship between executive compensation and MVA through the influence of performance indicators; and 4) to study and synthesize the relationship between executive compensation and EVA through the influence of performance indicators. In this study, a total of 300 samples were selected from seven industrial groups listed on the Stock Exchange of Thailand during the period from 2018 to 2021. This research used descriptive and inferential statistics, including path analysis, correlation analysis, and regression analysis, to analyze the data.

It was found that accounting performance, including return on assets and return on equity, was correlated with executive compensation. Moreover, market value added and economic value added showed a relationship with executive compensation. Conversely, market value added did not affect executive compensation through return on assets and return on equity. In contrast, economic value added affected executive compensation through return on assets and return on equity of listed companies on the Stock Exchange of Thailand.

Factors Affecting the Perception of the Bio-Circular-Green (BCG) Economy Model among Student Teachers in Thailand

Apichart Jai-aree — 2026-04-30

The BCG economy model is a key policy in Thailand for driving sustainable development. However, there are limitations regarding the level of perception and factors influencing this perception among student teachers. The objectives of this correlational research were 1) to study the student teachers’ level of perception relating to the Bio-Circular-Green (BCG) economy model in Thailand, and 2) to analyze the factors influencing the perception of the BCG economy model. The sample consisted of 500 student teachers from universities offering teacher production curricula in the 2024 academic year. A multistage random sampling method was used. Data were collected by a questionnaire with a Cronbach's Alpha Coefficient (α) = 0.90 during the second semester of the 2024 academic year. Descriptive statistics and stepwise multiple regression were used to analyze the data.

The research results found that: 1) The level of perception of the BCG economy model was at a high level overall, particularly regarding basic concepts, vision and strategic goals, and driven strategies. 2) According to the stepwise multiple regression analysis, the six factors that predicted the perception of the BCG economy model at a significant level of 0.05 were family support, institute administrators, lecturers, interaction between lecturers and students, extracurricular activities, and role models. These factors explained 58.2% of the variance in perception (R² = .582). The findings of this research can be used as a guideline for promoting perception of the BCG economy model among student teachers. This includes providing family support through activities, fostering interaction based on constructivism and social learning approaches, and integrating the BCG economy model into the curriculum, extracurricular activities, and experiential learning processes.

Legal Measures to Contract Online Fraud from Transnational Crimes

Suthasin Singhaviroj — 2026-04-30

This article aimed to (1) study concepts, theories, court judgments, legal measures, and related research on the control of online fraud from transnational crime in Thailand and abroad; (2) examine the factual and legal issues concerning the control of online fraud in Thailand; (3) analyze and compare Thai law with foreign laws; and (4) apply suitable international legal measures to Thai law. This was qualitative research that used theoretical concepts of legal measures for controlling online fraud. The informants included 10 individuals: academics, legal experts, police officers, and members of the public. The study used purposive sampling, and research instruments consisted of focus groups and in-depth interviews. The analysis was conducted through content analysis and descriptive narration.

The research findings revealed that: 1. Clear provisions should be established to control online fraud through international cooperation, following international law guidelines. 2. Measures or policies should be implemented to promote and set frameworks for personnel training and capacity building. 3. Penalties for transnational criminal organizations should be appropriately determined according to the damage caused, in line with international standards. 4. Measures should be set to compensate and provide remedies to victims of online fraud by transnational criminal organizations. These findings highlight the necessity for Thailand to modernize its legal framework and strengthen cross-border collaboration to effectively combat the evolving nature of transnational online fraud.

Models for Organizing Religious Activities to Promote Religious Tourism and the Application of Buddhist Teachings by Buddhists in Elevating Human Resources to Become Resilient Citizens of the Nation

Wanchai Panjan — 2026-04-30

This article had the following objectives: 1) to investigate the current state of religious activities organized to promote religious tourism; 2) to explore the application of Buddhist teachings in the practices of Buddhists; and 3) to propose a model for religious activities to elevate human resources into resilient citizens. The study employed a quantitative research methodology with a sample of 7,000 individuals aged 13 and above nationwide, selected via multi-stage random sampling. Data were collected using questionnaires and analyzed with descriptive statistics, including percentage, mean, and standard deviation.

Findings revealed that: 1) The most frequently practiced religious tourism promotion activities among Buddhists were almsgiving and venerating sacred objects; 2) Buddhists applied Buddhist principles in daily life at a high overall level (94.97%); and 3) the model for fostering resilient citizens through religious activities comprises six key components, termed the “SAROD’S MODEL”: (1) Symbol: Developing temples as spiritual centers; (2) Activity: Organizing creative and diverse Buddhist activities; (3) Relationship: Strengthening collaborative networks between temples and communities; (4) Office: Systematic management of religious organizations; (5) Development: Enhancing personnel capabilities and local wisdom; and (6) Sustainable: Establishing continuous and sustainable development mechanisms. This model facilitates the integration of faith with quality citizenship duties for the nation.

The Influence of Digital Supply Chain on Sustainable Supply Chain Performance of Modern Trade Business in Thailand

Mano Prachayapipat — 2026-04-30

This research article highlighted the importance of digital technology in reaching target audiences comprehensively, including the development of online stores and sustainable supply chain operations. The objectives were (1) to study the direct, indirect, and total influences of variables on sustainable supply chain performance and (2) to develop a model of factors influencing the sustainable supply chain performance of modern retail businesses in Thailand. The sample group consisted of 180 online retail business operators in Thailand. The research instrument was a questionnaire, and data were analyzed using mean, standard deviation, and structural equation modeling (SEM). The research results were as follows:

The results for objective 1 showed that all factors met the standard criteria, leading to the conclusion that the digital supply chain and competitive advantage influenced the sustainable supply chain performance of modern retail businesses in Thailand. The predictive variables could explain 42% of the variation in sustainable supply chain performance factors (R² = 0.42), creating a competitive advantage in adapting to the digital era.

The results for objective 2 showed that modern retail businesses utilized digital supply chains to improve operational processes, reduce management time, and increase the speed of response to customer needs.

The knowledge base reveals that all factors meet the digital supply chain standards, and competitive advantages influence the sustainable supply chain performance of modern retail businesses in the country.