Journal of Multidisciplinary in Humanities and Social Sciences

Voluntary Carbon Market in Local Community: Opportunities, Roles, and Linkages with Sustainable Tourism

Arun Phaeophanchoo, Chokechai Suveatwatanakul — Thu, 25 Jun 2026 00:00:00 +0700

This article proposes the LEAF Model as an integrated conceptual framework for enhancing the capacity of local communities to participate in voluntary carbon markets. The model consists of four key components: 1) Local Empowerment, which focuses on strengthening community knowledge and capacity; 2) Emission Measurement, which emphasizes standardized measurement and reporting of greenhouse gas emission reductions; 3) Accreditation and Standardization, which facilitates access to credible certification systems and recognized standards; and 4) Fair Carbon Trade, which ensures transparent and equitable benefit-sharing mechanisms derived from carbon credits. Integrating the LEAF model into local policy frameworks and development planning—particularly in ecotourism destinations or communities with significant natural resource capital—can support the development of a green economy that effectively links greenhouse gas mitigation with the long-term sustainability of local communities.

Digital Skills of Educational Administrators

Phapinwich Juinakorn, Mungkornkaew Daroonsin, Wannaree Pansiri — Thu, 25 Jun 2026 00:00:00 +0700

In the digital era, school administrators play a critical role in shaping directions and driving change in educational organizations. A review of the existing literature indicates that most digital skills frameworks tend to describe skills as discrete components or primarily focus on students and teachers, while frameworks that systematically explain digital skill readiness specifically for school administrators remain limited. This gap highlights the need for a conceptual framework that reflects the structural and developmental dimensions of digital skills in educational management. The purpose of this article is to examine the digital skills of school administrators and to develop an integrated conceptual framework through a literature-based synthesis. This study adopts
a conceptual approach based on a comprehensive review of relevant literature covering educational management, the digital era, digital skills of school administrators, and change management in education. The synthesis of these perspectives led to the development of the 5D Digital Skills Model, which conceptualizes digital skills as an interconnected system of dimensions that collectively represent administrators’ digital readiness. The proposed 5D Digital Skills Model serves as a conceptual framework for analyzing and designing the development of school administrators at both policy and practical levels. It provides a structured lens for understanding digital skill development in educational leadership and offers guidance for administrator development initiatives in response to ongoing digital transformation in education.

A 4EX Music Composition Model: Design and Evaluation for Informal Learners

He Yingchuan, Chanick Wangphanich, Tepika Rodsakan — Thu, 25 Jun 2026 00:00:00 +0700

China’s informal popular music training is uneven, and beginners lack systematic composition pathways. This article aimed to study (1) design and develop a music composition learning model for informal learners (2) examine the quality and efficiency of the music composition learning model, Using purposive sampling, 13 beginners aged 18–25 participated in a pilot implementation, and data were analyzed through expert review and descriptive statistics. The findings addressing the research objectives show that 10 experts confirmed the model’s high quality with suggestions for refinement, and the trial exceeded the 80/80 efficiency criterion (85.96/82.22). The model provides a structured and low-threshold pathway that supports informal learners in rapidly acquiring basic composition skills and expressing personal emotions through music creation.

A Study on the Cultural Popularization and Dissemination Effects of Mobile Games Themed on the Culture of Guishan Han Tomb in Xuzhou

Zhang Wei, Atithep Chaetnalao — Thu, 25 Jun 2026 00:00:00 +0700

This study investigates the intergenerational inheritance gap of the cultural heritage of the Han Tomb in Guishan, Xuzhou, paying special attention to the differences between young individuals (14 to 35 years old) and middle-aged and elderly people in cultural awareness, media preference and value recognition. The purpose of the study is threefold: 1) to understand the cognitive characteristics and media usage habits of young people on Han tomb culture; 2) Compare the communication preferences of different age groups; 3) Explore the potential of mobile game design in communication and intergenerational cultural transmission. In this study, the young population and the middle-aged and elderly population were compared and analyzed by quantitative research. Data were collected by questionnaire and analyzed by SPSS. The findings are as follows: 1) Young people prefer communication modes that emphasize entertainment and social interaction, while middle-aged and elderly people prefer authoritative interpretation and static display-this difference fails to meet the interaction expectations of young people; 2) Digital technologies, such as interactive experience and virtual display, have significantly increased the participation of young people in the culture of Han tombs; 3) By using digital tools, integrating subculture elements and promoting intergenerational dialogue, the cultural narrative of Han tomb heritage can evolve from being dominated by middle-aged and elderly people to being jointly created and shared by generations. The conclusion of this study is that innovative communication channels through digital technology can effectively bridge the generation gap in the inheritance of cultural heritage and provide a practical way to promote intergenerational cultural integration.

A Study on The Effects of Incentive Strategies on Work Engagement for “Teachers with Dual Professional Qualifications” in Private Universities in Shaanxi, China: Self-Efficacy AS Mediator

Wei Zhao, Boonmee Nenyod, Leehsing Lu — Thu, 25 Jun 2026 00:00:00 +0700

This study aims to (1) examine the effect of incentive strategies on the work engagement of teachers with dual professional qualifications at private universities in Shaanxi Province, (2) analyze the relationships among economic incentives, career development incentives, training incentives, self-efficacy, and work engagement, and (3) explore how dual professional qualifications influence the effectiveness of these incentive strategies. The study collected 403 valid responses from 422 distributed questionnaires, yielding a 95.5% response rate. Participants were dual-qualified teachers from four private universities in Shaanxi, representing various disciplines. Stratified random sampling was used, ensuring diversity by gender, teaching experience, and academic background. Data was collected from March to May 2024 using a structured questionnaire. The scales showed high internal consistency (Cronbach’s α = 0.75–0.91) and strong reliability (CR > 0.80). Confirmatory factor analysis confirmed good model fit (χ²/df=2.45, CFI=0.91, TLI=0.90, RMSEA=0.054). The results revealed:

1. Economic, career development, and training incentives positively impact work engagement, with self-efficacy acting as a key mediator.

2. Dual professional qualifications strongly influenced the link between self-efficacy and work engagement, with dual-qualified teachers showing a more potent effect.

3. University-enterprise cooperation further increased teachers' work engagement by providing practical, real-world experiences.

The findings enhance the theoretical understanding of incentive systems in higher education and offer practical recommendations for improving incentive mechanisms, career development programs, and university-industry collaborations in private universities.

Effectiveness of a Self-Regulated Learning Model on Academic Procrastination Among Chinese University Students

Liu Fangyuan, Pasana Chularut, Paradee Kambhunaayudhaya — Thu, 25 Jun 2026 00:00:00 +0700

This study aimed (1) to evaluate the effectiveness of a structured SRL intervention in reducing academic procrastination after implementation and (2) to compare its effectiveness between experimental and control groups during and after the intervention period. A quasi-experimental design was conducted with 90 first-year undergraduates randomly assigned to an experimental group (n = 45) and a control group (n = 45). No significant baseline differences were found between groups. The experimental group received a 12-week SRL intervention, whereas the control group continued traditional instruction. Academic procrastination was measured using a validated 26-item scale covering six dimensions—Fear of Failure, Difficulty in Deciding, Task Aversiveness, Rebellion Against Control, Dependency, and Risk-Taking—at pre-test, post-test, and four-week follow-up. Based on the repeated-measures ANOVA, the key findings were as follows: 1) The experimental group showed significant reductions in overall academic procrastination from pre-test (M = 3.88) to post-test (M = 2.82) and follow-up (M = 2.73) (p < .001), with decreases observed across all six dimensions. 2) Significant interaction effects between time and group indicated that these reductions in the experimental group were significantly greater than those in the control group, whose scores remained consistently high (pre-test M = 3.98; follow-up M = 3.92). The largest between-group differences emerged in dependency, risk-taking, and fear of failure.

The findings extend the applicability of the Self-Regulated Learning Model to the Chinese higher education context and provide empirical evidence that structured SRL programs can systematically reduce multidimensional academic procrastination among undergraduate students.

Enhancing Public Engagement of the Deaf or Hard of Hearing Through Media Accessibility in China and Thailand

Yifan Liang, Kullatip Satararuji — Thu, 25 Jun 2026 00:00:00 +0700

Media accessibility has become a central issue in inclusive communication, yet deaf and hard-of-hearing individuals continue to encounter barriers in education, employment, and public interaction. This study aims to: (1) examine how assistive communication technologies reduce information gaps and promote fair participation; (2) explore how improved accessibility reshapes confidence and Deaf identity; and (3) analyze how policies, schools, families, NGOs, and media organizations collaborate to support long-term barrier-free communication in China and Thailand. A qualitative comparative design was employed. Fifteen in-depth semi-structured interviews were conducted with participants in China (n = 8) and Thailand (n = 7), including deaf and hard-of-hearing individuals as well as hearing professionals engaged in accessibility practice. Interview data were transcribed, iteratively coded using NVivo, and analyzed through cross-country comparison matrices to identify convergences and divergences across institutional and cultural contexts. The findings reveal three interrelated outcomes. First, assistive technologies such as real-time captioning and speech-to-text tools enhance communicative equity, though their effectiveness depends on institutional coordination and cultural integration. Second, accessibility contributes to confidence-building and identity reconstruction by increasing visibility, reducing anxiety, and strengthening Deaf cultural recognition. Third, sustainable inclusion requires multi-actor collaboration across policy systems, educational institutions, families, and media environments. The China–Thailand comparison demonstrates that policy-driven technological diffusion and community-centered cultural participation represent complementary pathways toward routine inclusive communication. This study contributes a comparative inclusive communication model that conceptualizes accessibility as a dynamic ecosystem integrating technology, institutions, and cultural meaning, offering practical implications for inclusive media governance in diverse sociocultural settings.

Factors Affecting Teachers’ Perception of Principal Leadership Behavior in International Schools of Thailand

Yan Ye — Thu, 25 Jun 2026 00:00:00 +0700

Given the increasing diversity and competitiveness of international schools, understanding how leadership behaviors influence teachers’ professional well-being is essential. The study aimed: (1) to identify the current level of principal leadership behavior as perceived by teachers; (2) to examine the effects of teachers’ demographic characteristics on these perceptions; and (3) to analyze the relationships and direct and indirect effects among principal leadership behavior, school climate, teacher self-efficacy, and job satisfaction. Data were collected from 535 full-time teachers working in four large international schools representing American, British, International Baccalaureate, and other national curricula through purposive sampling method. The findings revealed that teachers perceived principal leadership behavior, school climate, self-efficacy, and job satisfaction at high levels. Nationality and years of teaching experience significantly influenced teachers’ perceptions of principal leadership behavior, while gender, age, and educational background showed no significant differences. Correlation and path analyses demonstrated that principal leadership behavior had significant direct effects on teacher self-efficacy and job satisfaction. Furthermore, school climate partially mediated the relationships between leadership behavior and both teacher outcomes. The proposed model explained substantial variance in teacher self-efficacy and job satisfaction. This study contributes an integrated leadership–climate–outcome framework applicable to multicultural international school contexts. The findings highlight the importance of relational, instructional, and participatory leadership practices in fostering supportive school climates and enhancing teachers’ professional well-being. The results provide practical implications for leadership development and school improvement strategies in international education settings.

Hybrid Translation of Miao Butterfly Patterns for Cultural Preservation and Innovation in the Era of Globalization

Pan Hongyu, Khajornsak Nakpan — Thu, 25 Jun 2026 00:00:00 +0700

This study investigates the hybrid translation of Miao butterfly motifs in the context of globalization and cultural innovation, with fieldwork conducted in Kaili, Guizhou where the “Butterfly Mother” mythology and related craft traditions remain active. The butterfly motif, rooted in ancestral narratives and ecological cosmology, functions as both a visual emblem and a vessel of emotional meaning, symbolizing blessing, transformation, maternal protection, and spiritual continuity. Women play a central role in its intergenerational transmission, embedding symbolic and emotional layers into embroidery, batik, and silverwork. Adopting a qualitative mixed-methods approach combining literature review, ethnographic interviews, visual-semiotic analysis, and case studies. This research examines how the motif can be reinterpreted without losing its symbolic integrity. The findings reveal that 1) emotional encoding and 2) gendered craft knowledge are central mechanisms for maintaining cultural authenticity during reinterpretation, and that 3) “controlled adaptation” enables cross-media innovation while preserving recognizability and symbolic constraints. The study proposes a hybrid translation model linking cultural origin, gendered transmission, and emotional meaning with controlled visual adaptation and cross-media innovation. Overall, the study concludes that sustainable innovation is achievable when contemporary redesign is anchored in cultural evidence and transmitted craft logic rather than treating the motif as detachable decoration. Theoretically, this model advances cultural semiotics research by integrating gendered heritage transmission with emotional encoding theory, offering a structured framework for analyzing and recontextualizing intangible symbols. Practically, it provides design strategies for sustainable heritage-based innovation, including participatory co-creation, media-adaptive visual preservation, and emotionally resonant product storytelling. By synthesizing these contributions, the study clarifies both the academic and applied value of hybrid translation as an operational pathway for cultural preservation and innovation under globalization. The results offer insights not only for Chinese ethnic heritage revitalization but also for cross-cultural design practices across Southeast Asia and the global creative industries.

Reconnecting Xing, Gou, Jing, Yi, and Hun: A Framework for Contemporary Heritage Transmission and Regeneration of Huizhou-Style Vernacular Dwellings

Liu Yingchao, Isarachai Buranaut — Thu, 25 Jun 2026 00:00:00 +0700

This study seeks to construct a framework of contemporary inheritance and regeneration strategies for the “Xing, Gou, Jing, Yi, Hun” of Huizhou-style traditional vernacular dwellings. To this end, the research employs documentary analysis to systematically review the historical evolution, cultural connotations, and contemporary challenges of these dwellings. Based on field investigations conducted in representative Huizhou traditional villages, this study selects multiple typical vernacular dwellings as case studies, documenting their architectural form, timber structural systems, spatial organization, decorative craftsmanship, and associated cultural practices. Combined with case analysis, it conducts an in-depth examination of the architectural characteristics, spatial layout, structural logic, decorative artistry, and their embedded relationship with regional culture in Huizhou-style dwellings. Using the five analytical dimensions of “Xing, Gou, Jing, Yi, Hun” as a coding framework, a comparative research approach is adopted to analyze the continuities and ruptures between traditional dwellings and contemporary construction practices in the process of inheritance. The findings indicate that the contemporary inheritance of Huizhou-style dwellings often prioritizes the replication of architectural form (“Xing”) while neglecting structural systems (“Gou”), spatial conception (“Jing”), decorative artistry (“Yi”), and cultural connotations (“Hun”), resulting in a fragmentation of their original value system. The study argues that effective regeneration should transcend superficial stylistic imitation and return to the ontological relationships among these five dimensions. Specifically, regeneration should be guided by three operative principles: (1) revitalizing timber structural systems to re-establish a material and technical foundation for the “Three Carvings” art; (2) adaptively reprogramming traditional spatial configurations to respond to contemporary living needs while retaining their core spatial logic; and (3) interpreting and transmitting cultural connotations to sustain the spiritual continuity of Huizhou-style dwellings. The research outcome is a multidimensional analytical and strategic framework that identifies key indicators and intervention directions for each of the five dimensions, providing both theoretical support and practical guidance for the sustainable regeneration and living inheritance of Huizhou-style traditional vernacular dwellings in the context of rural modernization.

Research on Strategies for Enhancing Core Competencies of International Students in China Based on the “Occupational Chinese Proficiency Standards”

Ruikai Li, Jian Qin — Thu, 25 Jun 2026 00:00:00 +0700

This study aimed to 1) examine the multidimensional structure of core competency among international students in China under the “Chinese Language + Vocational Skills” education model, 2) analyze the relationships among psychological resilience, intercultural communication competence, occupational Chinese proficiency, vocational skills, and social support, and 3) explore the pathways that facilitate competency transformation from classroom learning to workplace application. The sample comprised 298 valid responses collected from 320 distributed questionnaires, yielding a valid return rate of 93.1%. Participants were full-time international students from three Chinese higher vocational colleges, representing 15 countries and regions across Southeast Asia, Central Asia, and Africa. Stratified random sampling was applied by gender, nationality, and major type. Data were collected between March and May 2024 using a structured questionnaire, including the Connor-Davidson Resilience Scale (CD-RISC-25), the Intercultural Communication Competence Scale (ICCS), an occupational Chinese proficiency test, a vocational skills self-assessment, and the Social Support Rating Scale (SSRS), supplemented by a researcher-developed comprehensive core competency scale. All scales demonstrated high internal consistency (Cronbach’s =0.82–0.91) and strong construct reliability (CR>0.80). Confirmatory factor analysis indicated good model fit (c²/df = 2.13, CFI = 0.94, TLI = 0.93, RMSEA = 0.052). Results revealed: 1) the five-dimensional model of core competency was well supported, with all factor loadings above 0.70 (p<0.001), 2) occupational Chinese proficiency fully mediated the effects of psychological resilience and intercultural competence on vocational skills, 3) social support had both direct and indirect positive effects on vocational skills development. The findings contribute to the theoretical understanding of integrated language-vocational education and provide
actionable insights for enhancing curriculum design, teaching strategies, and support systems for international students in multicultural vocational contexts.

The Correlation Between Core Competency-Oriented Curriculum Implementation and the Development of Students' Higher-Order Thinking: A Case Study of Inquiry-Based Teaching in High School Science

Han Wang, Quanwang Wang — Thu, 25 Jun 2026 00:00:00 +0700

This study aimed to 1) explore the relationship between core competency-oriented curricula and the development of higher-order thinking skills in high school science education, 2) analyze the impact of inquiry-based teaching on students' analytical, evaluative, and creative thinking abilities, and 3) examine the challenges and opportunities associated with the implementation of core competency-oriented and inquiry-based teaching strategies in high school science classrooms. The sample consisted of 90 high school science students from three different schools in a city, randomly divided into experimental and control groups. The experimental group received core competency-oriented curriculum combined with inquiry-based teaching, while the control group followed traditional teaching methods. Data were collected through pre- and post-intervention surveys, focusing on students’ higher-order thinking abilities, including analysis, evaluation, and creativity. Additionally, semi-structured interviews were conducted with 6 teachers involved in the teaching process together insights into their experiences and challenges. The research results were found as follows; 1) The experimental group showed significant improvements in their higher-order thinking skills compared to the control group, with gains in analysis, evaluation, and creativity (p<0.05), 2) Teachers observed increased student engagement, critical thinking, and problem-solving abilities in the experimental group, and 3) The main challenges included time management and balancing inquiry activities with content coverage, but opportunities for improvement were found in teacher training and the use of educational technology. The findings provide valuable insights into the effectiveness of integrating core competency-oriented curricula with inquiry-based teaching to enhance students' cognitive skills and suggest practical strategies for overcoming challenges in high school science education.

The Development of a Modified PDCA Management Model for Enhancing Curriculum Management Effectiveness in Sports Injury Rehabilitation Training for Non-Physical Education Students at Hubei Engineering University

Weichao Liu, Samith Jueajinda, Nitipatara Balsiri — Thu, 25 Jun 2026 00:00:00 +0700

This article aimed to (1) identify key components and indicators of the modified PDCA management model for curriculum management; (2) analyze problems and needs in sports injury rehabilitation training; (3) design and validate a modified PDCA management model; and (4) examine the impact of improving curriculum management and practical performance. A mixed-methods design was implemented across four sequential phases. Phase 1 involved expert interviews with five specialists to identify the model’s core components and indicators. Phase 2 employed a survey of 390 students and 27 teachers/administrators to assess management problems and needs using a five-point Likert scale, with priority areas determined through the Modified Priority Needs Index (PNI). Phase 3 refined the model through expert validation with ten reviewers. Phase 4 evaluated its applicability and effectiveness using pre- and post-tests with 27 participants, supplemented by expert interviews. Data were analyzed using mean, standard deviation, modified PNI, and paired-sample t-tests, with all research instruments verified through Item–Objective Congruence and pilot testing. The findings revealed that (1) the modified PDCA model consists of four components and twelve indicators; (2) needs assessments indicated substantial gaps between current and expected performance, especially in optimizing teaching methods (PNI = 0.57) and improving content design (PNI = 0.54); (3) the final model integrated four components, twelve indicators, and thirty-six specific strategies; and (4) implementation produced a statistically significant improvement in curriculum management outcomes (t = 3.42, p < 0.05), and experts affirmed the model’s practicality and feasibility for curriculum enhancement in applied training contexts. The model provides a systematic and generalizable governance framework, offering guidance for institutional practices and policy-making.

The Effects of Public Policy on Organizational Isomorphic Behaviors and Relationship Marketing Strategies: A Case of Life Insurance Companies in Shandong Province, China

Thu, 25 Jun 2026 00:00:00 +0700

This study aimed to examine (1) the impact of public policy on organizational isomorphic behaviors within China's life insurance industry; (2) the effect of such isomorphic behaviors on relationship marketing strategies; and (3) the pathway through which public policy ultimately influences marketing efficiency. A mixed-methods approach was employed, comprising quantitative survey data from 425 respondents and in-depth interviews with 12 senior managers from life insurance companies in Shandong Province, selected via quota sampling. Data were analyzed using descriptive statistics, structural equation modeling (SEM), and content analysis. The findings revealed that public policies significantly shape organizational isomorphic behaviors through coercive, mimetic, and normative mechanisms, which in turn influence the adoption and adaptation of relationship marketing strategies, ultimately affecting marketing efficiency. This study contributes to institutional theory and resource dependence theory by elucidating the mediating role of isomorphism in the policy-marketing efficiency nexus, offering practical implications for insurers and policymakers.

The Impact of Human Resource Localization on Employee Innovative Behavior in Chinese–Thai New Energy Enterprises

Yu Yanqi, Zhang Ying — Thu, 25 Jun 2026 00:00:00 +0700

As Chinese new-energy enterprises accelerate their investment in Thailand, subsidiaries face increasing challenges in adapting to institutional differences while sustaining innovation performance. In this context, this study aims to examine (1) whether human resource localization enhances employee innovative behavior, (2) whether bidirectional knowledge sharing between headquarters and subsidiaries mediates this relationship, and (3) whether person–job fit moderates these effects.

To achieve these objectives, a quantitative survey was conducted among 331 employees working in Thai subsidiaries of Chinese-invested new-energy firms. Established measurement scales were adopted to capture perceived HR localization, forward and reverse knowledge sharing behaviors, person–job fit, and employee innovative behavior. The hypotheses were tested using multiple regression analyses and bootstrapping procedures to assess both mediation and moderation effects.

The results indicate that higher levels of HR localization are significantly associated with stronger employee innovative behavior. Both forward knowledge sharing (headquarters→subsidiary) and reverse knowledge sharing (subsidiary→headquarters) partially mediate this relationship, suggesting that localization enhances innovation by facilitating two-way knowledge exchanges. Furthermore, person–job fit positively moderates the effect of knowledge sharing on innovative behavior and strengthens the direct impact of HR localization on innovation, with a stronger moderating effect observed for reverse knowledge sharing.

Overall, this study demonstrates that HR localization functions as an innovation-enabling system through knowledge circulation and fit-based transformation, providing theoretical insights and managerial implications for multinational enterprises operating in emerging markets.

Transitioning to a Circular Economy in Thai cosmetic SMEs: Drivers and Barriers to Competitive Advantage

Panuschagone Simakhajornboon — Thu, 25 Jun 2026 00:00:00 +0700

This study aims to (1) describe the process and interpretation of the circular economy among SMEs in the cosmetics industry, (2) test the influence of perceived driving factors (PD) and perceived barriers (PB) on investment in the circular economy transition (TCE) and competitive advantage (CA), and (3) synthesize strategic approaches to drive it. A sequential exploratory mixed method was used as (1) the social constructivist grounded theory methodology through in-depth interviews with 10 SMEs, (2) testing the relationships between PD, PB, TCE, and CA with partial least squares structural equation modeling, (3) using thematic analysis to synthesize the qualitative and quantitative results. The results showed that SMEs construct the meaning of the circular economy through the logic of cost-effectiveness, waste reduction, market image, and gradual transition through pilot projects, stakeholder engagement, and experiential learning. The statistical results indicate that PD had a positive influence on TCE (β = .181, t = 2.802, p = .005), PB had a negative influence on TCE (β = -.540, t = 8.087, p < .001), and TCE had a significant positive influence on CA (β = .606, t = 12.321, p < .001). The thematic analysis led to the development of a strategic roadmap focusing on reducing structural barriers, pilot testing, and scaling up into a competitive strategy.

The knowledge and findings from this research provide a roadmap for Thai cosmetic SMEs to plan their transition to circular economy, focusing on controllable and low-risk areas.

Development Of Curriculum to Enhance Behavioral Cyber-Risk Management for Lower Secondary School Students Affiliated with State-Owned Universities in Bangkok

Nalinya Premnithiwutthikorn, Marut Patphol, Khanittha Saleemad — Thu, 25 Jun 2026 00:00:00 +0700

This article aimed to 1) study the components and indicators of behavioral cyber-risk management for lower secondary school students 2) develop a curriculum to enhance behavioral cyber-risk management for lower secondary school students, and 3) study the effectiveness of the developed curriculum the sample was 50 Grade 7 students at Patumwan Demonstration School. They was selected by cluster random sampling method the instrument for collecting data was 1) The Behavioral Cyber-Risk Management Curriculum 2) Lesson plans, and 3) A Behavioral Cyber-Risk Management assessment form. Analysis data by Descriptive statistics Confirmatory Factor Analysis, and t-test for dependent samples. The research results were found as follows; 1) The components and indicators of Behavioral Cyber-Risk Management consisted of 4 components. 2) Enhancing Cyber-Risk Behavioral Management Curriculum for Lower Secondary Students comprised 4 learning units with a total duration of 20 hours. The quality of the curriculum was at the highest level. 3) Students who participated in the curriculum had significantly higher post-learning scores in Behavioral Cyber-Risk Management than their pre-learning scores at the .05 level of significance. The outcomes of this study establish a foundational basis for advancing Behavioral Cyber-Risk Management and fostering digital resilience among adolescents. Specifically, the findings inform pedagogical strategies designed to translate student awareness into effective risk-mitigation behaviors in online environments.

The perception of Chiang Rai’s Local Food Identity and Revisiting Intention of Thai Tourists

Thu, 25 Jun 2026 00:00:00 +0700

This article aimed to study (1) examine Thai tourists’ perceptions of Chiang Rai local food identity, (2) analyze the relationship between perceived local food identity and revisit intention, and (3) propose guidelines for developing perceptions of Chiang Rai local food identity in the Chiang Rai Municipality area, Chiang Rai Province. The sample was 398 Thai tourists visiting the Chiang Rai Municipality area and 15 key informants, including local food restaurant operators, relevant agency representatives, and academics. They were selected by stratified sampling for the quantitative sample and purposive sampling for the qualitative informants. The instrument for collecting data were a questionnaire and a semi-structured interview. Analysis data by Descriptive statistics Inferential statistics, cluster analysis, and Content Analysis. The research results were found as follows; 1. Thai tourists perceived Chiang Rai local food identity at a high level with an average score of 3.86, particularly in terms of taste, authenticity of local cuisine, and the use of natural local ingredients. 2. Perceived local food identity had a statistically significant relationship with revisit intention. Tourists could be classified into two distinct groups: those emphasizing taste and consumption frequency, and those focusing on cultural learning and online information channels. 3. The development of Chiang Rai local food perception should prioritize maintaining standards of taste, freshness, and food safety, alongside implementing differentiated marketing strategies tailored to specific tourist segments.

This study demonstrates that local food identity acts as a strategic driver for revisit intentions. Furthermore, communicating cultural food identity via digital media specifically tailored for culture-oriented segments establishes a robust foundation for sustainable and targeted cultural marketing strategies.

Participatory Action Research for Cultural Tourism Manager Based on Community Identity Kadeejeen Area, Thonburi, Bangkok

Thuwapol Kongnoi, Thasuk Junprasert, Narisara Peungposop — Thu, 25 Jun 2026 00:00:00 +0700

Kadeejeen area is an area with a distinct and well-defined cultural identity; however, it lacks a concrete system for cultural tourism management. Findings from the participatory action research indicate that efforts to advance community identity–based tourism are constrained by limitations in the capacity and skills of individuals involved in community-based tourism management, which constitute fundamental factors requiring development. Therefore, this article aims to develop the skills of cultural tourism managers based on the community identity of the Kadeejeen area. The research employed a qualitative, participatory action research approach, using the concepts of community identity, cultural tourism, creative tourism, and tourism promotion as its research framework. The study area was the Kadeejeen area in Wat Kanlaya Subdistrict, Thonburi District, Bangkok, which includes the communities of Wat Prayurawongsawat, Kudi Chin, Wat Kanlayanamit, Kudi Khao, Wat Buppharam, and Rong Khram. Key informants consisted of 13 community members involved in driving tourism activities in the area, selected through purposive sampling. Three research instruments were used: (1) in-depth interview forms, (2) group discussion guidelines, and (3) reflective forms. Data were analyzed using content analysis and then presented in descriptive form to organize and synthesize the information in accordance with the research objectives.

The results revealed that the community participation process led to the development of a cultural tourism promotion model that systematically connects with community identity and aligns with the real context of the area. The process emphasized experiential learning among participants, increasing their confidence in communicating community stories as well as enhancing their communication, storytelling, and tourism activity design skills. These improved skills developed according to community needs enabled the community to organize tourism management systems, define roles and responsibilities, and prepare spaces to effectively accommodate tourists. This led to improved teamwork and management within the community.

The knowledge gained from this research indicates that the community participation process can enhance the capacity of community members to become sustainable cultural tourism managers. It fosters a sense of ownership within the community and enables them to independently drive development in the long term.

Market Opportunity Analysis and Marketing Strategy Development for Community Identity Products: A Case Study of Pa-Kao-Ma Products in Amnat Charoen Province

Thu, 25 Jun 2026 00:00:00 +0700

This study aimed (1) to analyze market opportunities for community identity products, specifically Pa-Kao-Ma textiles in Amnat Charoen Province, and (2) to develop marketing strategies aligned with those opportunities. A mixed-methods approach was employed to integrate consumer data with insights from local entrepreneurs under the frameworks of market opportunity analysis and the marketing mix (4Ps). The findings indicate that market opportunities primarily stem from consumers’ perception of community identity. Distinctive patterns and cultural meanings were identified as the leading purchase motives (31%), outweighing price considerations. The core consumer segment consisted mainly of urban, working-age buyers, reflecting expansion potential into metropolitan markets. Regarding marketing strategy, distribution channels received the highest evaluation among the 4Ps (mean = 3.65), followed by price (mean = 3.60), highlighting the importance of accessibility and integrated online–offline channels. Although consumers valued cultural authenticity, purchasing frequency remained relatively low, suggesting that Pa-Kao-Ma is still perceived as an occasional rather than everyday product—revealing both a structural limitation and a strategic positioning opportunity. The study is limited by the use of convenience sampling within a single provincial context, which may constrain generalizability. Nevertheless, it contributes to academic knowledge by conceptualizing “community identity” as a strategic resource that links market opportunity formation with systematic marketing mix design. The proposed community identity–driven strategic marketing model extends existing marketing theory by demonstrating how cultural identity can be transformed into a competitive advantage within localized creative economies.

Global Citizenship Education (GCED) of Undergraduate Students by using Case-based Learning Technique to Promote Awareness of Respect for the Diversity of Refugees in Thailand

Thu, 25 Jun 2026 00:00:00 +0700

This research article aimed to 1) compare the learning achievement of undergraduates in an experimental group who received case-based learning on refugee issues with a control group and 2) investigate the opinions of undergraduates regarding refugee issues in Thailand to develop global citizenship that respects diversity. A mixed-methods research approach was employed. The sample consisted of first-year undergraduates enrolled in the course "SWU 195 Creative Citizens for Society" during the second semester of 2022. The participants were divided into two groups: an experimental group of 80 students and a control group of 80 students, both selected through purposive sampling. Additionally, 17 students participated in focus group discussions.

It was found that data analysis, using pre-test scores on refugee knowledge as a covariate to predict post-test achievement scores, revealed a significant difference in post-test achievement scores between the experimental and control groups (F=26.72, p < 0.05). After adjusting for the covariate's influence, the experimental group's learning achievement scores (mean = 16.86, SD = 0.50) were significantly higher than those of the control group (mean = 13.50, SD = 0.50). The results from the focus group discussions indicated that students in the experimental group demonstrated cognitive, affective, and behavioral characteristics consistent with being quality global citizens and achieving the expected learning outcomes.

The Value Relevance of Free Cash Flow per Share: Comparative Evidence from Thailand and Indonesia

Thu, 25 Jun 2026 00:00:00 +0700

This artlcle aims to examine the differences in the value relevance of free cash flow per share (FCFPS) between listed companies in Thailand and Indonesia, using financial and stock price data converted to U.S. dollars from 2021 to 2024. The data analysis includes descriptive statistics, mean difference tests, correlation analysis, and multiple regression analysis. The results show that Thai companies have significantly higher average stock prices, earnings per share (EPS), book value per share (BVS), and FCFPS compared to Indonesian companies, while Indonesia demonstrates a higher GDP growth rate. Correlation analysis reveals that stock prices are strongly positively correlated with EPS and BVS, and moderately correlated with FCFPS. The regression results indicate that FCFPS has a significant positive effect on stock prices overall; however, the interaction term between country and FCFPS is significantly negative, reflecting a difference in the value relevance of FCFPS between the Thai and Indonesian stock markets. These findings suggest that while FCFPS is relevant to stock prices in both countries, its influence and role differ depending on the context of each capital market. The study provides valuable insights for investors, policymakers, and researchers seeking to understand the role of FCFPS in stock price determination within ASEAN equity markets.

Causal Model of Market Development Factors for Sustainable Avocado Processed Products in Marketing and Environment

Sirintip Kuljittree — Thu, 25 Jun 2026 00:00:00 +0700

This article aims to (1) analyze a causal model of factors affecting the development of a sustainable processed avocado market, (2) analyze marketing strategies that promote market and environmental sustainability, and (3) propose market development approaches that meet consumer needs. The research methodology employs a mixed methods approach. The qualitative research was conducted through focus group discussions and in-depth interviews with 30 key informants to develop variables and conceptual framework. Quantitative research used a questionnaire to collect data from 400 entrepreneurs to test the causal model. Descriptive statistics were used to report variable characteristics, while Structural Equation Modeling (SEM) was employed to test model fit and causal relationships among variables. The research results found that (1) the causal model demonstrated good fit with the empirical data. The quality and innovation factor showed the highest causal effect on market development, followed by marketing strategy and resources and support. (2) Target group-specific marketing strategy received the highest support, followed by appropriate pricing, product knowledge, and cooperation with local farmers. (3) Consumers prioritized product variety, environmental impact communication, environmental certification, after-sales follow-up, and community engagement activities. The new knowledge revealed that market development must consider the causal relationships among all three factors in a balanced manner rather than examining factors separately. Entrepreneurs must prioritize and invest resources according to the influence level of each factor to achieve sustainable market development.

Causal Factors Influencing Customer Satisfaction in using Digital Platform for Rooftop Solar Business

Amnuayporn Prakobnoppakao, Susaraporn Taengtanglam — Thu, 25 Jun 2026 00:00:00 +0700

This article aims to construct the model of the causal of factors influencing customer satisfaction in using digital platforms in the rooftop solar energy business. This research is quantitative research. The sample group used in this research consisted of 240 customers of companies, shops, or individual businesses in the solar rooftop sector by using simple random sampling. Data were analyzed using percentages, means, standard deviations, confirmatory factor analysis, and structural equation modeling. The research results according to objective revealed that the model of the causal factors influencing customer satisfaction in using digital platforms in the rooftop solar energy business consist of four factors, 1) digital platform quality 2) intercultural communication 3) usage behavior, and 4) customer satisfaction and it has corresponded to empirical data. The model can explain 82% of the variance of causal factors influencing customer satisfaction in using digital platforms for the rooftop solar energy business. The knowledge gained from this research will be beneficial to entrepreneurs in the rooftop solar energy businesses. This can be used in strategic planning to promote and develop digital platforms to enhance the competitiveness of rooftop solar energy businesses.

Factors Influencing the Use of Smart Farming Applications by Farmers in Thailand

Mintita Mahapittayaphaisan, Saranthorn Sasithanakornkaew, Warapan Apisuphachok — Thu, 25 Jun 2026 00:00:00 +0700

This article aimed to study (1) compare differences between demographic characteristics and smart farming application usage behavior, (2) examine the relationships between perceived usefulness, perceived ease of use, perceived risk, reference groups, and smart farming application usage behavior, and (3) investigate the influence of perceived usefulness, perceived ease of use, perceived risk, and reference groups on smart farming application usage behavior. This study employed a quantitative research approach. The sample consisted of 400 farmers with experience using smart farming applications, selected through non-probability convenience sampling. Data were collected using a structured questionnaire and analyzed using descriptive and inferential statistics. The results indicated that farmers demonstrated high levels of perceived usefulness, perceived ease of use, and smart farming application usage behavior, while perceived risk was at a moderate level. The results of the demographic difference tests showed that gender, age, education level, income and farming experience did not significantly differ in terms of smart farming application usage behavior. Additionally, perceived usefulness (r = 0.180), perceived ease of use (r = 0.352), perceived risk (r = 0.245), and reference groups (r = 0.192) were significantly correlated with smart farming application usage behavior. Multiple regression analysis revealed that perceived ease of use (β = 0.859) and reference groups (β = -0.698) significantly influenced smart farming application usage behavior.

A Strategic Organizational Development Model for Commercial Banks in Bangkok and Its Metropolitan Area

Panatda Kijpaiboonvong, Neeranuch Neungwang — Thu, 25 Jun 2026 00:00:00 +0700

This study aims to examine the causal relationship model between organizational development strategy and the performance of commercial banks in Bangkok and its metropolitan area. The study integrates the concepts of the 4M’s management resources (Man, Money, Material, and Management) and Customer Relationship Management (CRM) through organizational development strategy to influence organizational performance based on the Balanced Scorecard framework. A Sequential Exploratory Mixed Methods approach was employed. The qualitative phase was conducted first through in-depth interviews with 16 bank executives and customers to develop and validate the research conceptual framework. Subsequently, the quantitative phase collected data from 357 employees of commercial banks. Data were analyzed using Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM).

The qualitative findings emphasize the importance of human resource development, information technology utilization, and customer-centered relationship management in improving service quality and organizational credibility. The quantitative results indicate that the causal relationship model demonstrates a good fit with the empirical data. Customer relationship management has both direct and indirect effects on bank performance through organizational development strategy, while the 4M’s management resources influence performance indirectly. The findings confirm that organizational development strategy functions as a causal mediating variable linking management resources and CRM with commercial bank performance.

Model for participatory Academic Administration based on the 7 Principles of Aparihaniyadhamma for Secondary Schools under The Secondary Education Service Area Office Lopburi

Artcharapan Thongsan, Somsak Boonpoo, Phramaha Yannawat Buddawong — Thu, 25 Jun 2026 00:00:00 +0700

This article aimed to develop a model for participatory academic administration based on the Buddhist principle of Aparihaniyadhamma 7 and implement and trial the developed management model and evaluate the implemented model. This mixed-methods research design is conducted in four phases. Data were analyzed using statistics: mean and standard deviation. The research results showed that: 1. Developing a participatory academic administration model based on the 7 principles of Aparihaniyadhamma of secondary schools under the Secondary Education Service Area Office Lopburi has 6 components. 2. The trial of the model of the participatory academic administration model according to the 7 principles of the Aparihaniyadhamma of secondary schools under the Secondary Education Service Area Office Lopburi found that overall, it was at the highest level of satisfaction. 3. The evaluation of the participatory academic administration model according to the 7 principles of the Aparihaniyadhamma of secondary schools under the Secondary Education Service Area Office Lopburi found that overall, it was at the highest level.

Model of Educational Institution Administration According to The Buddhist Principles in School Located within Multicultural Communities in Pathum Thani Province

Krittima Harnmontri, Phramaha Yannawat Buddawong, Intha Siriwan — Thu, 25 Jun 2026 00:00:00 +0700

This article aimed to: 1) study the necessary needs for educational administration in schools located in the multicultural communities of Pathum Thani Province; 2) develop an educational administration model based on Buddhist peaceful means for these schools; 3) implement the developed model; and 4) evaluate the model. This mixed-methods research design, conducted in four phases. Phase 1 investigated the administrative needs with a sample of 291 school administrators and teachers from schools in multicultural communities of Pathum Thani. Data were analyzed using percentage, mean, standard deviation, and a modified priority needs index (PNI_modified). Phase 2 focused on the model development through interviews with 17 key informants and a focus group discussion with 9 experts. The data were analyzed using content analysis. Phase 3 involved the implementation of the model in 3 schools and an assessment of satisfaction with the model among 15 administrators and heads of departments, with data analyzed using mean and standard deviation. Phase 4 evaluated the model with 10 school administrators, using mean and standard deviation for data analysis. The research results showed that: 1) The needs assessment for educational administration in schools within multicultural communities revealed key priorities: Budget administration, General administration, Personnel administration, and Academic administration. 2) The developed educational administration model based on Buddhist peaceful means consists of six components. 3). The trial implementation of the model showed that participants’ overall opinion of the model was at the highest level. 4) The evaluation of the model was also rated at the highest level overall.

The Influence of Online Media Exposure Behavior and Parception Image of T-pop Artists on Fans Club Participation

Tanatcha Boonwan, Saranthorn Sasithanakornkaew, Bhanond Kumsubha — Thu, 25 Jun 2026 00:00:00 +0700

This article aimed to 1) compare differences between demographic characteristics and fan engagement in T-Pop activities, 2) examine the relationships between online media exposure behavior, perceived artist image, and fan engagement, and 3) investigate the influence of online media exposure behavior and perceived artist image on fan engagement. A quantitative research design was employed. The sample consisted of 400 T-Pop fans in Thailand, selected using non-probability convenience sampling. Data were collected through a structured questionnaire and analyzed using descriptive and inferential statistics. The results indicated that T-Pop fans exhibited high levels of online media exposure behavior (M = 4.06), perceived artist image (M = 4.43), and fan engagement (M = 3.81). The demographic difference analysis revealed that age, education level, income, and occupation significantly differed in terms of online media exposure behavior. Furthermore, online media exposure behavior and perceived artist image were found to be significantly correlated with fan engagement. The results of multiple regression analysis demonstrated that online media exposure behavior and perceived artist image.

Model for World Class Standard School Management Based on the Four Principles of Iddhipada for Secondary Schools under the Office of Lopburi Secondary Educational Service Area

Nelawat Kingsuwannapong, Somsak Boonpoo, Phramahayannawat Buddawong — Thu, 25 Jun 2026 00:00:00 +0700

This article aimed to: 1) study the necessary needs for the management of World-Class Standard Schools under the Lopburi Secondary Educational Service Area Office; 2) develop a management model for World-Class Standard Schools based on the Buddhist principle of Iddhipada 4 (the four foundations of success); 3) implement and trial the developed management model; and 4) evaluate the implemented model. This mixed-methods research design, conducted in four phases. The research results found that 1) the needs for managing international standard schools in secondary schools under the Office of Lopburi Secondary Educational Service Area include (1) leadership, (2) strategies, (3) measurement, analysis and knowledge management,
(4) personnel, (5) operations and (6) results, i.e., schools present operational results in an easily understandable format; 2) the model for managing international standard schools based on the Four Noble Truths of secondary schools. The Secondary School Management Model based on the Four Paths to Success of Secondary Schools under the Office of Secondary Education Area Lopburi has 6 components: (1) principles (2) objectives (3) management system and mechanism (4) operational methods (5) evaluation guidelines and (6) success conditions. 3) The experiment on the management model of international standards schools based on the Four Paths to Success of Secondary Schools under the Office of Secondary Education Area Lopburi found that overall satisfaction with the model was at the highest level. 4) The evaluation of the management model of international standards schools based on the Four Paths to Success of Secondary Schools under the Office of Secondary Education Area Lopburi found that overall satisfaction was at the highest level.