Journal of Multidisciplinary in Humanities and Social Sciences

Hitler’s Destructive Legacy: Lessons in Leadership

Yongyut Khamkhong — 2024-04-28

Adolf Hitler was the prime culprit for causing the death of around 85 million people during World War II. Many questions were still left for nowadays debates of his peculiar leadership and how he climbed up to the highest position in Germany through the general elections where democracy was very strong. This report analyzed Hitler’s leadership styles that made him win millions of votes and how some major factors helped Hitler take the opportunity for his Nazi regime’s rise to power. The destruction trails Hitler left behind were reported. While the world is currently experiencing sporadic wars in some countries around the globe, it is probably wiser to look back in history where Hitler was unfortunately created so we can make the right choice for our leaders today.

Vitalizing Classroom Activities for Teaching Business English

Sureepong Phothongsunan — 2024-04-28

Teachers of Business English are more often than not anticipated to develop customized materials for their EFL/ESL learners coming of age and more eager to be partaking than ever in the new normal and this everchanging proactive learning environment. At times, Business English teachers can well serve to draw learners to certain jargon and business-related vocabulary, offer helpful practices, or provide impetus for engagement in the classroom. A profusion of Business English teachers today endeavor to initiate creative activities that aim to increase learner interaction and interest. This can be an extremely challenging task for new or inexperienced teachers of Business English. This paper is written to provide a framework to help Business English teachers develop bespoke lessons or tasks by making use of accessible published materials, innovative input from EFL/ESL learners in the classroom, and other hands-on classroom-based activities. It is suggested that by adopting this framework, based on the author’s stance and experience, Business English teaching becomes dynamic, creative, and purposeful aligned with the underlying principles of English for Specific Purposes (ESP), which designates that language teaching is ultimately oriented to satisfy learners’ needs.

How to Develop Thai Express Delivery Business for Sustainable Survival

Nichakorn Panmanee — 2024-04-28

The express transportation industry, both globally and in Thailand, is experiencing rapid growth due to changes in consumer behavior, such as online shopping. As a result, there is a need for efficient transportation of goods from local and international sellers to buyers. By 2023, the Thai express transportation market is projected to reach a value of 115 billion baht with an impressive growth rate of 18 percent. Despite advancements in logistics technology that have improved efficiency, there are still dissatisfied customers within the industry. Additionally, express transportation businesses face challenges, including financial losses and issues with their own transport employees. This study aims to explore sustainable development strategies for the Thai express transportation sector. The SLIMC Model provides valuable guidelines for this purpose, encompassing elements such as sustainability policies (S), enhancing logistics service quality (L), fostering innovation (I), improving management practices (M), and embracing corporate social responsibility (C). These guidelines can effectively steer the development of the Thai express transportation industry towards long-term sustainability.

Buddhist Dhamma and Leadership

Chantarat Tapuling — 2024-04-28

The purpose of this research was to study and analyze “Buddha Dhamma and Leadership," which is the development of leaders in the application of Dhamma teachings, in order to develop the qualities of leaders to be effective according to the 5 Dhamma principles: 4 prejudices, 4 brahmavihāra, 4 saṅgaha vatthu, 10 dosapidhāra dhamma, and 7 sappāyas. All these principles It is the quality of a perfect leader to have morality, ethics, morality, and honesty as the main principles in developing the organization into a learning organization that focuses on solving problems. Using knowledge as a base to make personnel knowledgeable. There is systematic thinking. Have a thought model. There is a learning team. as well as having a common vision in every part of the management system, thus allowing the organization to change its working brush in line with the globalization.

Innovation Methodology of data Analysis and Synthesis Method for Qualitative Research

Jidapa Rangmeesrisuk — 2024-04-28

This article aims to introduce qualitative research and the analysis of qualitative data. It is a compilation of crucial datasets that are pertinent to the presentation. It is a document containing information and techniques. Examine and integrate data. The purpose is to provide a collection of concepts and information on qualitative research approaches. The emphasis is on creating a concise explanation of the methodological model. For the examination of crystallized data and methodical data analysis. Conduct continuous data analysis by synthesizing data from qualitative research methods, secondary data, academic materials, principles, concepts, theories, and instructional documents to create a summary of each research conducted. Written materials for lectures, available in physical books (textbooks) and digital formats on online platforms the author draws the essence from the suitable documents. and those connected to compile, compile, analyze information, and numerous issues surrounding qualitative research methodologies and procedures The researcher gathered qualitative data without quantification. No statistics were used in the data analysis. It may be knowledge gathered by systematic observation techniques. Objective interviews, both with and without organization, include bringing material from small group talks. & delivering workshops based on experts Every form of data collecting in qualitative research will give information that is related and relevant to the context, circumstances, or environmental elements of each location and each data set. Especially the research technique of the case study. A study of national and written information; a study of group debates. Continuous analytical study Phenomenological study and historical research: after acquiring qualitative data according to the research objectives that are right, appropriate, sufficient, or if the data set is available and in depth, the researcher will deliver the data. to the qualitative data analysis process, such as triangulation Thematic data analysis, or data analysis by calculating the frequency of groups of viewpoints on various subjects by utilizing a qualitative data analysis plan that is proper and acceptable, There is a systematic arrangement and presentation of the succession of information. There is a systematic examination of relevant data for.

The State and Buddhism: The Power Relations Between the State and the Thai Sangha

Phrakhrudhammakut (Suttipot Sappaso) — 2024-04-28

Sangha governance has existed since the Buddha's time, with the Lord Buddha as the supreme ecclesiastical ruler. During the early period of the Buddha, the Vinaya had not been established. Because most monks who come to ordination have the same intention. Entering into the practice of celibacy in order to attain the highest level of Dhamma is nirvana. The objectives of this qualitative research study were: 1) to study the power relations between the state and the Thai Sangha; 2) to study the role of power relations between the state and the Thai Sangha; and 3) to analyze the trend and direction of the power relations between the state and the Thai Sangha. The research was divided into three phases: Phase 1 involved documentary research. Phase 2 involved in-depth interviews with key informants, totaling 30 individuals. Phase 3 included focused group interviews with qualified individuals and experts, totaling 12 individuals. Data analysis across all three phases employed content analysis techniques within the context and verified data completeness using triangulation techniques.

The research revealed that, in Phase 1, it was found that Buddhism under the state exhibited a characteristic in terms of providing guidance in governance. An example was the case of the Lord Buddha laying down political principles and governance to King Licchavi, who governed in a moral and democratic manner, or confederation, considered to be one of the most democratic forms of governance at that time.

In Phase 2, it was found that the state played a role in supporting and protecting the religious aspects. The Sangha had a continuous role in politics and governance because Buddhism did not emerge and exist in isolation but was an integral part of society, interconnected with people's lives and various institutions, including those related to the economy, politics, and culture.

In Phase 3, it was found that Buddhism serves as a constructive force for the harmonization of society. It is an institution that transmits and instills culture and social ethics, with the responsibility of functioning as a mechanism to control the behavior of members of society. It aims to create equality in all aspects of society, including the economy, society, and politics, following the teachings of the Lord Buddha.

The Model for Compliance with Core Competencies of Personnel at Koob Sub-District Administration Organization, Namkliang District, Sisaket Province

Wanchai Wandee Hongthong — 2024-04-28

This article aimed to (1) study the model for compliance with the core competencies of personnel at Koob Sub-District Administrative Organization, Namkliang District, Sisaket Province, and (2) create a model and evaluate the compliance with the core competencies of personnel at Koob Sub-District Administrative Organization, Namkliang District, Sisaket Province, consisting of gender, age, and education. (1) It had a confidence value of 0.97. Analyze the data for frequency, percentage, mean, and standard deviation. (2) create a performance model based on the core competencies of Koob Sub-District Administrative Organization personnel, Namkliang District, Sisaket Province, by using factor analysis techniques; and (3) draft an assessment of performance models according to the model for compliance with the core competencies of personnel at Koob Sub-District Administrative Organization, Namkliang District, Sisaket Province. The sample group consists of professors with academic positions and human resource development experts. Using the assessment form, analyze the data to determine frequency, percentage, mean, and standard deviation.

The research results were found as follows: 1. The results of the study of the model for compliance with the core competencies of personnel at Koob Sub-District Administrative Organization, Namkliang District, Sisaket Province as a whole and in each aspect are at a high level. Sort the average score in descending order: notice of organization, ultimate determination, knowledge-based orientation, morality and integrity, and teamwork.

2. The results of creating the model for compliance with the core competencies of personnel at Koob Sub-District Administrative Organization, Namkliang District, Sisaket Province have five competencies: ultimate determination, knowledge-based orientation, morality and integrity, and teamwork.

3. The results of the assessment of the model for compliance with the core competencies of personnel at Koob Sub-District Administrative Organization, Namkliang District, Sisaket Province found that the accuracy of the operating model according to the model for compliance with the core competencies of personnel at Koob Sub-District Administrative Organization, Namkliang District, Sisaket Province as a whole is at a high level, and the suitability of the model for compliance with the core competencies of personnel at Koob Sub-District Administrative Organization, Namkliang District, Sisaket Province as a whole is at a high level. It has value to a large extent; it can be used.

Extracting Knowledge and Lessons from Local Tales to Increase the Potential of Tourism in the Ban Kut Khong Chai Community in Kalasin Province

Jariya Supun — 2024-04-28

The objectives of this article were 1) to extract knowledge about local tales that are useful and related to increasing the tourism potential of the community and 2) to extract lessons from problems, obstacles, and suggestions in applying local tales to increase the potential of community tourism. This was qualitative research using the concept of extracting knowledge lessons and the concepts of local tales and tourism as the research framework. The research area was the Ban Kut Khong Chai community in Kalasin Province. Important information providers were community leaders, local philosophers, wisdom teachers, local elders, and leaders of local groups or organizations, etc., totaling 20 people, using a purposive selection method. The research tool was a semi-structured interview form, which was a tool used for in-depth interviews. Three experts in the field of stories and development were invited to consider, inspect, and give opinions on whether they were appropriate or not and agreed to be used in data collection. Qualitative data were analyzed through content analysis and the writing descriptive narratives.

It was found that: 1) local tales with distinctive identities are beneficial and related to increasing the tourism potential of the Ban Kut Khong Chai community. They can be grouped into six categories: 1.1) history, settlement, and development of the area; 1.2) legends linked to the place; 1.3) beliefs and traditions of the community; 1.4) culture and tradition; 1.5) agricultural wisdom; and 1.6) important places; 2) problems and obstacles in bringing local tales to be applied to increase tourism potential. They can be classified into two groups: 2.1) problems and obstacles from within the community area and 2.2) problems and obstacles from outside the community; and 3) suggestions for applying local tales to increase tourism potential. There are three ways to implement these ideas: 3.1) supporting the design of community products; 3.2) developing activities and tourism routes; and 3.3) developing into a folk museum. Nevertheless, knowledge of local tales will be a tool for promoting the community in the area to apply to occupations and increase tourism potential, which will lead to income generation and increase economic value for the community.

Development of a Training Program for Enhancing Instructor Academic Leadership in Private Universities of Henan Province, China

Qingfang Zhang — 2024-04-28

In response to the evolving landscape of higher education in China, this research critically examined the need for robust academic leadership development initiatives within Henan’s private universities, focusing on equipping instructors with the necessary skills and competencies to navigate complex challenges and shape future directions. The research aimed to (1) explore the desirable instructor academic leadership; (2) assess the current level of instructor academic leadership; (3) determine to what degree, the instructor academic leadership is impacted by personal factors and organizational factors; (4) develop a training program for enhancing instructor academic leadership; (5) measure the effectiveness of the training program and compare the differences of the instructor academic leadership before and after they attended the designed training program. Based on the systematic literature review and preliminary interview, a questionnaire was developed to survey instructor academic leadership in private universities of Henan Province, China. Totally 493 full-time instructors from four private universities in Henan province were selected by convenience sampling as the target sample. Based on these qualitative and quantitative analysis, a training model for enhancing the instructor academic leadership was designed, and a training program was implemented for four months. The research findings showed that: (1) instructor academic leadership mainly consisted of three parts: instructor academic leadership, personal factors, and organizational factors; (2) instructor academic leadership was at a moderate level in this research; (3) The instructor’s personal factors and organizational factors had significant impact on the instructor academic leadership; (4) the training model was validated effective; (5) the instructor academic leadership after implementing the training program was improved. The training program was also recommended to be implemented in other private universities.

Influence of Family Cultural Capital on Learning Effectiveness: The Role of Learning Attitudes as Mediating Variables

Su Zhang — 2024-04-28

Disparities in family cultural capital impact learning effectiveness. In many regions, differences in resources hinder academic potential for some, while favoring others. In China, uneven economic development, rural-urban gaps, and education system disparities amplify this issue. While efforts are made to address this, challenges persist in achieving equitable family cultural capital distribution, affecting education quality and students' futures.

The article explores the relationship between family cultural capital, learning attitudes, and academic performance among Chinese university students, based on Self-Determination Theory and Social Cognitive Theory. Our research, based on a sample of 1062 university students, multivariate linear regression models further confirmed these relationships. Family cultural capital positively influenced learning attitude, supporting H2. Learning attitude positively affected learning effectiveness, supporting H3. Additionally, family cultural capital positively influenced learning effectiveness, supporting H1. The introduction of learning attitude as a mediator reduced the direct impact of family cultural capital on learning effectiveness, demonstrating the mediating role of learning attitude (H4). These findings underscore the importance of family cultural capital and learning attitude in shaping university students' Learning effectiveness.

The research illuminates the intricate interplay between family cultural capital, learning attitude, and learning effectiveness among university students. By confirming the impact of family cultural capital and learning attitude on learning effectiveness and recognizing the mediating role of learning attitude, the study provides crucial insights for educators and policymakers. Emphasizing family involvement, enhancing cultural capital awareness, and fostering strategies to improve learning attitude are pivotal in creating a conducive and supportive learning environment for all students.

Administration of Integrated Educational Institutions in the Disruption Era

Somsak Boonpoo — 2024-04-28

This research aimed to achieve three objectives: 1. To develops a holistic framework for educational administration. 2. To create a management model for the era of rapid global growth and 3) To develop a participatory model for administrators through an online system. The research employed a qualitative and action research approach with a target population of 20 participants. These participants included university administrators from three universities, vocational education administrators from five institutions, and other stakeholders. The research instruments used were surveys, focus group questionnaires, and data analysis. Content analysis was used to analyze the data, specifically through descriptive presentation. 1) The seven principles of holistic management for educational institutions: 1. Planning using the PDCA cycle. 2. Vertical and horizontal organizational management. 3. Personnel management and decentralization. 4. Decision-making and command. 5. Network coordination. 6. Performance reporting and 7. Adequate budget allocation. 2) The holistic management model for educational institutions in the Disruption era: 1. Flexible management process emphasizing decentralization. 2. Learner-centered management strategy. 3. Data-driven management process. 4. Efficient resource allocation and 5. Outcome-based performance evaluation. 3) Three success factors for implementing the holistic management model for educational institutions in the Disruption era: 1. Consideration of the local environment. 2. Meeting the needs of learners in the community and 3. Quality and efficient management.

Exposure to Online Reviews and Marketing Mix Factors That Affect Gen Y's Intention to Use Café

Saranthorn Sasithanakornkjaew — 2024-04-28

The purposes of this article were 1) to study the relationship between exposure to online reviews and the intention to use cafe services among Generation Y; 2) to study the relationship between marketing mix factors and Generation Y's intention to use café services; and 3) to investigate the impact of exposure to internet reviews and marketing mix factors on Generation Y's intention to use café services. This was a quantitative study. An online questionnaire was used as an instrument for collecting data from 400 people in Gen Y who use café services. Convenience sampling was used in the data collection. Data were analyzed using both descriptive statistics and inferential statistics, using Pearson's correlation and multiple regression analysis (MRA). It was found that most of the samples were women between the ages of 22 and 26 who were studying at the bachelor level and earning between 10,000 and 20,000 Baht. The sample group had limited overall access to coffee shops. According to the hypothesis test results, the openness of online reviews and marketing component factors were statistically significantly linked to the intention to use the coffee shop service at level.05, and the exposure to social media reviews and marketing mix affects the intention to use café services in Gen Y at the.05 level of significance.

Requirements, Expectations, and Satisfaction of Business Firms Toward to Performance of Cooperative Students, and Internship Students Major in Industrial Business Administration and Trade, Mongkut's University of Technology North Bangkok Prachinburi Campus

Premsiree Sukpreeprem — 2024-04-28

This article aimed to (1) study the requirements, expectations, and satisfaction of business firms toward the performance of cooperative students and internship students; (2) study the development competency of cooperative students and internship students; and (3) create and find out the efficiency of the training sets for the pre-cooperative education preparation project for cooperative education students and internship students. The sample consisted of business executives, human resources managers, and mentors of cooperative education students and internship students—17 people—and cooperative students and internship students who are enrolled in cooperative education—123 people. They were selected by the purposive sampling method, and the instrument for collecting data was a questionnaire. Analysis of data by using statistics: percentage, median, and interquartile range.

The research results were as follows: 1) requirements of business firms towards the performance of cooperative education students and internship students, very necessary in 6 items, expectations of business firms towards the performance of cooperative education students and internship students, most necessary in 1 item, and satisfaction of business firms towards the performance of cooperative education students and internship students, most necessary in 3 items; 2) development of competency in the work of cooperative education students and internship students, most necessary in 2 items; 3)the efficiency of the training sets for the pre-cooperative education preparation project for cooperative education students and internship students was 82.22/88.92.

The knowledge/findings from this research are: Business firms want to develop the competencies of cooperative education and internship students in learning how to work. Developing the assigned work to be completed successfully Communication with executives, mentors, and co-workers Work on duty quickly and solve immediate problems.

Acceptance of the COVID-19 Vaccine Among Elderly in Suphanburi District, Suphanburi Province

Raphatsorn Thongsuk — 2024-04-28

This descriptive study aimed to investigate the proportion of acceptance of the COVID-19 vaccine among the elderly in Mueang Suphanburi Province and identify the relationship between predisposing, enabling, and reinforcing factors and the acceptance of the COVID-19 vaccine among the elderly. Data were collected between May and August 2022, with questionnaires on a sample of 330 elderly people. The analysis was based on descriptive statistics and binary logistic regressions at a 5% significance level. It was found that 63.9% of elderly people accepted the COVID-19 vaccine. Regarding the relationship between predisposing factors and COVID-19 vaccine acceptance, female elderly showed a higher rate of acceptance than male (AOR = 1.98, 95% CI: 1.10–3.57). The elderly who have never smoked and who used to smoke but had already quit smoking showed a higher rate of vaccine acceptance than those still smoking (AOR = 3.89, 95% CI: 1.379–11.006, AOR = 1.59, 95% CI: 0.586–4.342). The elderly who had a high and moderate level of perception of the severity of COVID-19 disease were more accepting of the vaccine than those with a low perception level (AOR = 4.30, 95% CI: 0.878-21.044, AOR = 1.70, 95% CI: 0.321-9.035). With regard to enabling factors, it was found that the elderly who have a good and moderate level of access to COVID-19 vaccination services are more accepting of the vaccine than those who have a low level (AOR = 6.38, 95% CI: 1.38–29.49, AOR = 2.02, 95% CI: 0.40–10.18, respectively). The findings of the study can help develop guidelines to promote the acceptance of the COVID-19 vaccine and other vaccines during any future pandemic diseases. The results of the study can serve to encourage proactive action by public health authorities in providing information, knowledge, and awareness about the risks and severity of the disease

Extraction and Design Transformation of Visual Symbols for Urban Cultural Heritage Branding: A Case Study of Jinan

Yichen Qi — 2024-04-28

This article explores the strategic use of visual symbols in the context of Jinan’s urban cultural heritage branding. This article aimed to study (1) the critical causal factors in developing Jinan’s urban cultural heritage, including historical relics, traditional arts, and urban landmarks. (2) Analyze how to extract Jinan’s urban historical and regional cultural symbols into effective brand visual elements and subsequent design transformation. (3) Constructed a model of Chinese urban cultural heritage branding.

This study uses mixed research methods, including questionnaire surveys, focus groups, cultural intention cognitive experiments, and Saussure's two-axis analysis. Through these methods, we measure public perception and evaluate how these symbols contribute to Jinan's brand image and convey its cultural heritage. The study selected seven experts and eight focus group members as participants and invited 150 audiences to participate in the artistic intention cognitive experiment. The findings highlight the importance of visual symbols in urban cultural heritage branding.

The research results are as follows:

1. The research data strongly shows that the sample selected by the audience group is consistent with the goals of the Jinan Urban Cultural Tourism Development Outline.

2. Reflects on the effectiveness of visual symbols in promoting the Jinan city brand.

3. Design transformation and modern relevance, revealing the ability of cultural values.

The Mediation Effect of Sustainability on the Relationship among Product Design and Manufacturing Cost of OTOPs Entrepreneur on Customer Satisfaction

Kritchai Khowjoy — 2024-04-28

This article aimed to (1) study the product design's impact on customer satisfaction through the sustainability and manufacturing costs of OTOPs entrepreneurs and (2) develop and validate a causal relationship model. This study was quantitative research. The population was 5 stars for OTOP manufacturers in Thailand. The research used 600 questionnaires to collect data. The researcher collected data through purposive sampling and stratified sampling. Statistical analysis used descriptive statistics analysis, confirmatory factor analysis, and structural equation model analysis.

The results of this research were: (1) the development of the causal relationship models consisted of 5 components: 1) product design; 2) manufacturing cost; 3) sustainability; and 4) customer satisfaction, and the model was consistent with the empirical data. The statistics showed CFI = 0.927, NFI = 0.901, TLI = 0.918, IFI = 0.927, and RMR = 0.037. The final predictive coefficient was 0.48, indicating that the variables in the model can explain the variance of customer satisfaction by 48 percent., and (2) the product design had a significant, positive indirect effect on customer satisfaction through manufacturing cost and sustainability. The finding of the research is that product design for sustainable customer satisfaction can be determined by aesthetics, circular economy, consumption of resources, cost, customer requirement, distribution, environment, material selected, performance function, and price.

The Influence of The Development of Monozukuri Production Personnel, Kaizen Event, and Japanese Communication on The Operational Performance of Staff

Boonyada Nasomboon — 2024-04-28

This article aimed to: 1. develop and validate a causal structural relationship model of Monozukuri production personnel development, Kaizen events, and Japanese communication on operational performance; and 2. analyze and compare the direct and indirect effects of factors influencing operational performance. This research was conducted using questionnaires as an instrument to collect data from 238 staff with stratified random and convenience sampling. This process was completed using structural equation modeling (SEM) and part analysis. The results suggested that the theoretical model and empirical data showed a good fit of χ2 = 238.62, df = 89, χ2/df = 2.692, p = 0.00, CFI = 0.97, GFI = 0.92, RMR = 0.02, RMSEA = 0.05, It was found that Monozukuri personnel development had a direct effect on operational performance of 0.25, an indirect effect on operational performance through Kaizen events and Japanese communication as an intervening factor of 0.69, and a total effect of 0.94 on staff.

The practical contribution is that staff who are responsible for increasing operational performance must continue to enhance Monozukuri personnel, Kaizen events, and Japanese communication components in quality for increased operational performance.

Guidelines for Developing the Bachelor of Business Administration Curriculum Bachelor's Degree in Marketing and Personal Branding

Supawan Apicharttraisorn — 2024-04-28

This article aimed to study 1) the needs for curriculum development; 2) the characteristics and necessary skills of graduates; and 3) guidelines for developing a graduate curriculum in marketing and personal branding at the bachelor's degree level. A mixed-methods research method was used by collecting information from stakeholders using questionnaires and in-depth interviews, along with checking the accuracy of the data before analyzing it with descriptive statistics, content analysis, qualitative data analysis, and integrating information. The results of the research found that: 1) the new curriculum must emphasize practice and learn through online learning and learn about posture that is appropriate for the profession at the right time and promote human relations and emotional control; 2) the new curriculum must develop characteristics such as the ability to be creative, responsible, patient, have a good personality, have the ability to adapt in various situations, and always want to know and learn new things. Moreover, there are skills that include analytical thinking, digital knowledge, cooperation, communication, professional market research, and environmental assessment. Skills and 3) a graduate program in marketing and personal branding must have guidelines for student development that take into account sustainability and ethics, knowledge and the ability to understand, expand, interpret, and summarize, the ability to be an analyst and be able to adapt to situations, teamwork, being able to convey information, and emotional control, which change the brush of identity.

Agricultural Cooperatives Movement in Cambodia: A Case Study of Tasey Samaki Agricultural Cooperative, Battambang Province

Thyda Siv — 2024-04-28

The concept and practice of agricultural cooperative (AC) is a tool for agricultural development and poverty reduction in Cambodia. ACs has a long, varied and unfortunate history in Cambodia. This article aimed to study (1) the movement and structure of ACs in Cambodia by gathering secondary data, (2) the movement, structure, and performance of Tasey Samaki Agricultural Cooperative (TSAC) by using SWOT and PESTEL analyses. The research results were found as follows;

ACs in Cambodia started forming in 1956. During Khmer Rouge regime, all people were forced to form a cooperative that were different from cooperative concepts and principles. In 2003, the government announced the establishment and registration of agricultural cooperatives to pursue the royal decree. In 2014, the Department of Agricultural Cooperatives Promotion was established in the Ministry of Agriculture, Forestry and Fisheries of Cambodia as a specialized department in charge of agricultural cooperative development.

TSAC has two strong points such as performance and market. However, there are some points to improve including capital, human resources, business activities management and lack of participation. Additionally, to develop ACs in Cambodia, the government should support the ACs by providing training of business activities management, encouraging farmers to join cooperatives, helping farmers to access the loan at low rate.

The Identity of Gannan Hakka Folk Songs in the Southern Gan River Basin in Jiangxi Province

Wenwen Yuan — 2024-04-28

This study aimed to (1) explore the musical connotation and cultural context of Gannan Hakka Folk Songs (2) investigate the evolution and inheritance of Gannan Hakka Folk Songs and (3) examine the process through which Gannan Hakka people construct their identity through folk songs. The sample of this study was 9 renowned inheritors of Gannan Hakka folk songs and 1400 individuals who have knowledge in Gannan Hakka folk songs from the Gannan Hakka community residing in the 18 counties (cities, districts). The methods for conducting the research were mixed method. The instruments for collecting data were document analysis, expert interview, and questionnaire survey. The data gathered from the methods were analyzed by descriptive statistics and content analysis. The research results were as follows;

1. Gannan Hakka folk songs are known for their emotional depth and local uniqueness, expressing life, love, and family sentiments. These songs embody regional characteristics in tunes, rhythms, and singing styles, preserving cultural heritage and historical insights. They are integral to local identity.

2. Since its origin, Gannan Hakka folk songs have evolved while retaining traditional elements, influenced by modern music genres. Inheritance methods, including oral traditions, education, and cultural recognition, ensure authenticity and propagation, preserving their cultural essence.

3. The process through which the Gannan Hakka people construct their identity through folk songs encompasses several aspects, which are historical tracing, cultural heritage and integration, dialect transformation and development, emotional expression and resonance, and social interaction and influence.

This study provides valuable insights into the intricate interplay between ethnic music, cultural heritage, and identity, deepening our understanding of the multifaceted dynamics within specific cultural contexts.

Forecasting the Number of Complaints with the Office of the Consumer Protection Board

Wanrudee Suksanguan — 2024-04-28

The Office of the Consumer Protection Board (OCPB) collects statistical data on consumer protection and analyzes trends and directions of consumer protection problems in various dimensions in order to supervise and follow up on concrete solutions to consumer protection problems. However, no advance predictions have been found yet. Changing trade patterns from traditional commerce to the e-commerce era and social media advertising that reaches consumers through smart devices will cause trade transactions to increase, resulting in an increase in the number of complaints submitted to the Office of the Consumer Protection Board (OCPB). This article aims to forecast the number of complaints for fiscal year 2023 using a time series model based on Gray System Theory, which can be used well with small amounts of data, for use with the number of complaints from fiscal year 2018 to 2022. The forecast is divided into four time series: real estate and housing, consumer products and services, and the total of the three groups above. The prediction results of the GM (1,1) expanded with periodic correction model (EPC) had the least Mean Absolute Percentage Error (MAPE), so the EPC model was chosen. It is predicted that fiscal year 2023 will have a number of complaints that increased or decreased from fiscal year 2022, as follows: Real estate group: 2,131 cases, a decrease of only 0.46 percent; consumer products group: 8,689 cases, an increase of 12.93 percent; service group: 6,193 cases, a decrease of 6.50 percent; and overall 17,244 cases, an increase of 4.78 percent. When combining the forecast values from the 3 groups, there will be a forecast value for the number of cases in fiscal year 2023 of 17,012 cases, which is only 232 cases less than the overall forecast of 17,244 cases, a decrease of only 1.34 percent.

A Review on Big Data Movement with Various Approaches

Nay Myo Sandar — 2024-04-28

With the growth of technologies and applications, a large amount of data has been produced at an increasing rate from various resources such as social media networks, sensor devices, and other information serving devices. This large collection of massive, complex, and exponential growth of dataset is called big data. As we know very well, almost every business relies heavily on big data to drive decision making and improve operations. The traditional database systems cannot store and process such data due to large and complexity. Therefore, many enterprises have already adopted cloud computing for better storage and processing since it can provide a pool of resources for servers and storage. However, it is significant issue for moving large amounts of data to and from the cloud can indeed present several challenges including bandwidth limitation, latency, and network congestion. To optimize the performance of big data transfer to cloud computing, this paper extensively reviews the previous research works, discusses research issues, summarizes key findings and approaches for dealing with big data movement. From the literature, researchers proposed various network techniques which can be applicable for future use that can help improve the transfer of big data to and from the cloud and ensure for efficient storage and processing of large datasets.

Cultural Capital Dimensions Based on Intellectual Creativity in Music Culture Towards Enhancing Sustainable Community Potential

Suchat Saengthong — 2024-04-28

A music culture, which plays a role in reflecting society that creates values and beliefs in musical works. This research aims to study the cultural capital dimensions based on intellectual creativity in music culture towards enhancing sustainable community potential on qualitative research to data collection from a synthesizing the documents and participatory action learning with music cultural experts of 10 people to the data.

The study revealed that cultural capital dimensions based on intellectual creativity in music culture, including the musicology, music philosophy, and cost of imagination with a designing a variety of academic the music works. However, this knowledge is beneficial to the study of music, poetry, and art in intellectual innovation creation of community upstream on Chao Phraya River, throughout the knowledge and wisdom, a learning processes, creative thinking the abilities towards a sustainable community potential and continue the development of more valuable cultural capital, as well as the creating value that will effectively benefit the local area.

The Image of Women in Short Stories of Deuanwad Pimwana

Korrada Sukhum — 2024-04-28

This Article aimed to study images of women and image presentation methods used in 36 short stories by Author, Deuanwad Pimwana, with a total of 44 female characters. This qualitative research employed an image study as the framework. The findings of the research found that images of women in the short stories by Deuanwad Pimwana were divided into 3 areas. Firstly, the family images appeared as negative images of wives such as abused wives, abandoned wives, immoral wives, power-obsessed wives, absorbed wives, misleading wives, wives who fall out of love, deceitful wives, attention-seeking wives, and disappointed wives. In contrast to this are other images of women who appeared as positive compassionate wives, loyal wives, independent wives, and wives who consent to a relationship. Additionally, negative images of children such as abused children and intolerable children are used. Secondly, the individual female images appeared as negative images such as self-indulgent women, power-obsessed women, unrequited-love women, women who want to win, and women with mental health problems, in contrast to this other images appeared as positive images of women who have dreams, hopeful women, reliable women, true love-seeking women, desirable women, women of gender diversity, and self-aware women. Thirdly, the social images appeared as negative images of female sex workers, women who resist social values, and women who are dishonest in their professions, but also images that express positive women, such as being a devoted teacher. There were 3 methods used in regard to image presentation methods, namely direct character presentation, indirect character presentation, and the presentation of comparable characters. Knowledge from this research is the use of image theory to analyze female characters in literature. Makes it possible to look at literature in a more profound perspective. And the study of the image reflects the problems of women in Thai society.

Guidelines for Development of Innovative Leadership for School Administrators under Secondary Educational Service Area Office Mukdahan

Theerawut Chantapan — 2024-04-28

This Article aimed to study 1) to study the current and desirable situations for innovative leadership for school administrators, 2) to assess the needs for innovative leadership for school administrators, 3) to develop the guidelines for innovative leadership for school administrators, and 4) to assess the suitability and possibility for guidelines for development of innovative leadership for school administrators. The research area were schools under secondary educational service area office Mukdahan. The sample group consisted of 252 school administrators, and teachers followed the percent criterion in the sample size specification, and they were selected by Multi-stage Random Sampling. There were three research instruments: (1) questionnaire (2) a structured interview form and (4) an suitability and possibility assessment form. The statistics employed in data analysis were percentage, mean, standard deviation and Modified Priority Needs Index (PNI Modified).

The research results were found as follows; 1) the overall current situations and desirable situations for innovative leadership for school administrators were at the high level and the highest level respectively. 2) The needs which were higher than the overall value, namely visionary, having a creative thinking and having an innovative leadership. 3) The overall development guidelines consisted of 6 aspects as follows: (1) visionary (2) take to risk 3) teamwork and participation 4) having a creative thinking 5) creating an innovative organizational atmosphere and 6) having an innovative leadership personality consisted of 31 guidelines. 4) The results of the overall development evaluation revealed that the suitability was at the highest and the possibility was at highest level.

The Causal Relationship of Satisfaction Affecting Customer Loyalty of Spa and Massage in Kanchanaburi Province

Pongsada Chaleomklin — 2024-04-28

This article aims to study the causal relationship of satisfaction that affects the loyalty of spa and Thai massage customers in Kanchanaburi Province. The research format is quantitative research. Apply concepts and theories of service quality, service satisfaction, brand value, and customer loyalty as the research framework. The research area is Kanchanaburi Province. The sample group consisted of 240 spa and Thai massage customers in Kanchanaburi province by purposive selection. There is 1 type of research instrument used: a questionnaire, examining causal factors such as service quality (SER) and brand value (BRE) that influence outcome factors such as customer loyalty (CLO) through the central variable: Service user satisfaction (SAT). Given a sample size of 10 times the observed variables, there are 16 observed variables. Data were analyzed using descriptive statistics, including frequencies, percentages, means, and standard deviations, and inferential statistics, namely structural equation modelling (Structural Equation Modeling: SEM).

The research found that service quality has a positive influence on customer satisfaction but has no influence on customer loyalty, while brand value has a positive influence on customer satisfaction and loyalty. This research indicates that building customer loyalty for spa and Thai massage businesses in Kanchanaburi province based on satisfaction should focus on brand value and service quality.

The knowledge/findings from this research are that the spa and Thai massage business in Kanchanaburi province found that 1) Loyalty is created from brand value and service quality. 2) Service quality cannot directly make the customer loyal, but it is necessary to create the customer satisfied first. 3) Brand value can create customer loyalty directly and through satisfaction.

Development of Communication Tools in The Thai Public Health Service System to Support the Entry by Buddhist Peaceful Means in Sampran Hospital, Nakhon Pathom Province

Sunanta Outchareon — 2024-04-28

This article aimed to 1) To study and analyze the context, problem conditions, and necessary needs, and theoretical concepts regarding the development of communication tools in the Thai public health service system to support the entry by Buddhist peaceful means in Sampran hospital, Nakhon Pathom province. 2) To present the development of communication tools in the Thai public health service system to support the entry by Buddhist peaceful means in Sampran hospital, Nakhon Pathom province. This research the researcher conducted the research in the form Noble Truth Model Under the research framework based on 9 steps to obtain information to answer the research objectives. Sample group 18 person using purposive sampling. Research tools include in-depth interviews. and group meetings the research results are summarized as follows.

1) Nakhon Pathom Province is an area where a large number of migrant workers have been moved into the workplace. The most common type of move is a household move. Or come and create a family here. As the survey example shows, Samphran Hospital is a secondary health care facility. Located in Sam Phran District. Surrounded by industrial factories, many foreigners live there. and those foreigners Has come to use health services as the main service center as a result, officials encountered communication problems. Both in taking health history Including notification of news and practices. Buddhist peaceful means is an a method, practice, or set of methods that the Buddha or his disciples have used it as a tool, it can be divided into 3 main types: (1) The Method as a tool for developing urban traditions, (2) The as a tool for living life, and (3) The Method as a tool for demanding needs in addition, the application of Dhamma teachings

2) The development of communication tools in the Thai public health service system to support the entry by Buddhist peaceful means in Sampran hospital, Nakhon Pathom province synthesize From document study and literature review, the S-P-H-P Model was obtained as follows: (1) S : Specialist of Service : service system expert (2) P : Paramedics Team for People : medical team for the people (3) H : Happily Hospitalized : treated in hospital Happily nurse (4) P : Passive-Aggressive : Be kind and patient in the face of obstacles.

Managing Cultural Tourist Attractions in the Old City of Tai Yo Chaiburi Subdistrict, Tha Uthen District, Nakhon Phanom Province

Theparak Surifai — 2024-04-28

This study aimed to 1) explore the potential for cultural tourism attractions in the old Tai Yo City and 2) promote the management of these cultural tourism sites in the old Tai Yai City, located in the Chaiburi Subdistrict, Tha Uthen District of Nakhon Phanom province. Using a qualitative research approach within a cultural tourism framework and management of cultural tourism attractions, data were gathered in Chaiburi Subdistrict, Tha Uthen District of Nakhon Phanom Province through observations, surveys, and in-depth interviews. The study involved thirty informants and ten experts in group discussions, chosen through purposive sampling. The study’s analytical methods included content and descriptive analysis to illustrate the results. The findings showed

1) The cultural tourism potential in the old Tai Yo City, highlighting several key attractions and related activities, such as 1) the scenic Chaiburi two-color river, 2) religious architectural sites (including Wat Traiphum, Wat Sri Bunrueang, Wat Klang Muang Chaiburi, Simwat Yod Kaew and Phra Chai Rajawongsa (Ratchabut Sen) monument), 3) bicycle tours around the ancient city, and 4) participation in the Bun Bang Fai (Rocket) festival. These attractions are supported by initiatives from both the government and private sectors, fostering local employment, supporting local families, and promoting a circular economy within the community. 2) Additionally, the research identified five essential areas in the effective management of cultural tourism attractions in the old Tai Yo City: 1) management frameworks, 2) preservation and enhancement efforts, 3) development of guidelines or regulations for tourism attractions, 4) strategic public relations, and 5) the creation of a network among tourism sites.

This study contributes valuable insights into cultural tourism management in the old Tai Yo City, emphasizing the importance of conserving cultural and traditional heritage, maintaining community cultural resources without altering the local way of life, and generating income to elevate the community’s quality of life.

Comparison of the Contents of the Palm Leaf Manuscripts “Jale-Abhisek” in the Khmer Version with the Thai Version

Thirawan Sriratanachotchai — 2024-04-28

The objective of this research article is to study and compare the contents appearing in the palm leaf manuscripts “Jali-abhisek” in the Khmer language version and the Thai language version. The research format is qualitative research. By analyzing and comparing the presentation style and content in both languages and writing a descriptive narrative. The research results found that the palm leaf manuscripts “Jali-abhisek” in Khmer and Thai versions probably got the content from the Jali-abhisek in Pali language version, which may be considered the 14th kantha of the Mahajati Vessantara Jataka. Because it was a kantha that was added to the original 13 kantha to explain the reasons why Jali and Kanha were not reborn as brothers in their last life. The writing style is similar. That is, mainly the text that appears in the Pali version. Then expand the prose in their own language. As for the content, it was found that both versions have the same main plot. Because they all use the same model from the Pali language version. But there will be differences in the content details. The Khmer language version has additional content on traditions, culture and way of life of the Cambodian people during the time this manuscript was written. This is different from the Thai version that focuses on stories and content based on the Pali version only.

The knowledge gained from this research is Even though most Thais and Cambodians practice Buddhism as well. They have similar religious traditions and practices. But when we study deeper into the details, we find that there are many different ideas, practices, and beliefs. This is clearly reflected in the comparison of the contents of these two languages.

Chinese Consumers’ Purchase Intention of Electric Car Innovation

Yiqing Dou — 2024-04-28

This study aims to delve into the multifaceted influencing factors of electric car purchase intention within the dynamic landscape of the Chinese automotive market. By constructing a comprehensive conceptual model and integrating insights from both the Theory of Planned Behavior (TPB) and the Technology Acceptance Model (TAM), alongside an in-depth analysis of the practical context of the Chinese new energy vehicle market, we designed an extensive online questionnaire. This questionnaire was strategically distributed across three major provinces in China to ensure a diverse and representative sample. With 316 valid responses meticulously collected, our rigorous data analysis employed the latest statistical techniques using SPSS 25.0. Structural Equation Modeling (SEM) was then applied to dissect and elucidate the intricate relationships among the variables under investigation. The research findings are as follows:

1. Perceived ease of use significantly enhances perceived usefulness, thereby shaping consumer attitudes towards electric vehicles (EVs). This finding not only sheds light on the importance of user-friendly design and interface but also underscores the significance of seamless integration of EV technology into consumers' daily lives.

2. Subjective norms emerged as a significant influence on purchase intentions, highlighting the role of societal perceptions and pressures. This highlights the intricate interplay between individual decision-making and broader socio-cultural influences within the Chinese context.

3. Chinese consumers' intentions to purchase EVs are significantly influenced by their perceptions of ease of use and usefulness, their attitudes towards EVs, and the societal norms they are exposed to. Addressing these factors strategically can facilitate the development of the EV market in China.

4. This research bridges the gap between technology acceptance theories and their practical application in the context of EVs in China. By integrating TPB and TAM and applying them to real-world settings, the study offers a comprehensive understanding of consumer behavior in the emerging EV market.

Charismatic Leadership Model According to The Principles of Bala for School Administrators Under Bangkok Metropolitan Administration

Pramaha Pairat Kaewgo — 2024-04-28

This article aimed 1) to study the needs and necessities for charismatic leadership among educational institution administrators 2) To develop a charismatic leadership model based on the principles of physical education for educational institution administrators, and 3) To evaluate the charismatic leadership model based on the principles of physical education for educational institution administrators Under Bangkok Metropolitan Administration. This Mix method research. The results of the study found that: 1. The need for the prestige leadership of school administrators Bangkok the highest demand index is to inspire, followed by the use of intelligence. Practice And creating a vision respectively. 2. The development of the form of prestige leadership in accordance with the principles of physical education for school administrators. Bangkok consisting of 5 components, namely the 1) element of integrated Buddhism. The development of prestige leadership by integrating with the principles the 2) element objectives for the school administrators to have characteristics of prestige leadership. Element 3) integration of conditions Element 4) The use of 4 school administration is academic administration. Budget management Personnel management, general administration and element 5) assessment. 3. Evaluation of the charismatic leadership style based on the principles of physical education for educational institution administrators. Under Bangkok Overall, it is at the highest level. When considering each aspect, it was found that the evaluation results were at the highest level in all 4 areas, namely correctness, usefulness, appropriateness, and feasibility.

Technological Leadership Model Based on Vuddhidhamma Principles for Educational Institution Administrator under the Office of Secondary Educational Service Area

Palida Namsanor — 2024-04-28

This article aimed 1) to study the needs of technological leadership of educational institution administrators under the jurisdiction of the Secondary Educational Service Area Office, 2) to develop a technological leadership model based on the 4 principles of Vuddhidhamma for educational institution administrators under the jurisdiction of the Secondary Educational Service Area Office, and 3) to evaluate the technological leadership model according to the 4 principles of Vuddhidhamma for educational institution administrators under the jurisdiction of the Secondary Educational Service Area Office. The study uses an integrated research method. The research was carried out in 3 steps: Step 1: To study the needs of technological leadership of educational institution administrators. A questionnaire was used for a sample of 364 teachers in educational institutions. The data were analyzed by using statistics such as frequency, percentage, mean, standard deviation and necessary needs (PNIModified). Step 2: To develop a model by using interviews with 10 key-informants through a semi-structured questionnaire and group discussions with 9 experts with group discussion questions. The data were analyzed by using content analysis. And step 3: To evaluate the model by using an evaluation form for a sample of 92 educational institution administrators. The data were analyzed by using statistics, including frequency, percentage, mean, and standard deviation.

The results of the study found that: 1. Requirements for technological leadership of educational institution administrators under the Secondary Educational Service Area Office were found that the highest need index was having technological vision, followed by using technology in teaching, supporting, managing and operating technology and the use of technology in measurement and evaluation, respectively. 2. A technological leadership model based on the 4 principles of Vuddhidhamma for educational institution administrators under the jurisdiction of the Secondary Educational Service Area Office consists of 5 elements. 3. Assessment of the technological leadership model according to the 4 principles of Vuddhidhamma for educational institution administrators under the jurisdiction of the Secondary Educational Service Area Office, the evaluation results were at the highest level overall. When considering each aspect, the evaluation results were at the highest level in all 4 areas, namely usefulness, appropriateness, correctness, and feasibility, respectively. In summary, the body of research knowledge is concluded into TIVAVA. T stands for Technological leadership, I for Innovation, V for Vision, A for Administration, V for Vuddhidhamma, and A for Application.

A Model of Servant Leadership According to Sangahavatthu Principles for School Administrators under Bangkok Metropolitan Administration

Montra Limsakunwanich — 2024-04-28

This article aimed 1) to study the needs and necessities of servant leadership among educational institution administrators under the jurisdiction of Bangkok Metropolitan Administration, 2) to develop a servant leadership model based on the 4 principles of Sangahavatthu for educational institution administrators under the jurisdiction of Bangkok Metropolitan Administration, and 3) to evaluate the servant leadership model according to the 4 principles of Sangahavatthu for educational institution administrators under Bangkok Metropolitan Administration. It is a combined method research. There are 3 research steps. Step 1: To study the needs and necessities for servant leadership among educational institution administrators by using a questionnaire on a sample of 370 teachers, and the data were analyzed by using basic statistics, namely, percentage, mean, standard deviation, and the index of essential needs (PNI_modified). The second step is to develop a model by interviewing 10 key-informants and organizing a group discussion with 9 experts. The research tools are an interview form and question guidelines for group discussion. The data were analyzed by using content analysis. And step 3: To evaluate the model by using an evaluation form for a sample of 205 executives, and the data were analyzed by using basic statistics, namely, percentage, mean, and standard deviation.

The results of the study found that: 1. The need for servant leadership among educational institution administrators under Bangkok Metropolitan Administration overall with an index of essential needs (PNI_modified) is between 0.052-0.076. 2. A servant leadership model according to the 4 principles of Sangahavatthu for educational institution administrators under the Bangkok Metropolitan Administration consists of 5 elements, and 3. Evaluation of the servant leadership model according to the 4 principles of Sangahavatthu for educational institution administrators under Bangkok Metropolitan Administration overall, the evaluation results were at the highest level in all 4 areas, ordered from highest to lowest, namely: Usefulness, Correctness, Appropriateness, and Possibility respectively. In summary, the research knowledge is concluded into SASA: S (Servant Leadership), A (Awareness), S (Sangahavatthu), and A (Application).