Journal of Multidisciplinary in Humanities and Social Sciences

A Synthesis of Surãmeraya in the Fifth Precept of Pañca-Sīla according to the Principles of Theravãda Buddhism with Alcoholic Beverages in Thai Society

Amnat Yodthong — Mon, 24 Feb 2025 00:00:00 +0700

Can alcoholic beverages in Thai society be synthesized as "surameraya" (intoxicating drinks) under the Fifth Precept in the Buddhist era? This research paper aims to: 1) study the intoxicants (Surãmeraya) in the Fifth Precept of the Five Precepts (Pañcasīla) according to the principles of Theravāda Buddhism; 2) study alcoholic beverages in Thai society; and 3) synthesize Surãmeraya in the Fifth Precept of Pañcasīla according to the principles of Theravāda Buddhism and alcoholic beverages in Thai society. This is a documentary research employing content analysis methods from the Tipitaka scriptures, commentaries, laws, books, and related research.

The research findings indicate that, firstly, the Fifth Precept of Pañcasīla, "Surāmerayamajjapamādaṭṭhānā veramaṇī," refers to the intention to abstain from intoxicating drinks, specifically Meraya (fermented drink) and Surā (distilled liquors), which are the sources of heedlessness. There are two prohibited substances: 1) "Meraya," or steeped liquor, and 2) "Surā," distilled liquor or distilled Meraya.

Secondly, in Thai society, alcoholic beverages encompass all forms of liquor, spirits, and alcoholic drinks, categorized into four types: 1) fermented spirits (e.g., wine, beer), 2) distilled spirits (e.g., white liquor, three overlapping alcohols), 3) fermented, distilled, and flavored spirits (e.g., gin, liqueurs, sweetened liquors), and 4) mixed spirits (e.g., cocktails).

And thirdly, the synthesis of both concepts is approached in two ways: 1) Synthesis based on ingredients, such as wine and fruit-infused distilled grape wine, classified as "Meraya" according to Theravāda Buddhism, characterized by fermentations with fruits (Phalāsava). Meanwhile white liquor and three overlapping alcohol are classified as "Surā," according to the principles of Theravāda Buddhism, characterized by being fortified with distilled alcohol (kiņņapakkhitā). 2) Synthesis based on production processes, where fermented liquor undergoes fermentation, aging, or steeping classified as fermented liquor, and distilled liquor undergoes distillation in the final stage classified as (Surãmeraya).

Marketing Communication and Thai Television Drama in the Digital Era: An Analytical Study

Patpasut Satunuwat, Saowalak Chartsrisumpun — Mon, 24 Feb 2025 00:00:00 +0700

This research aimed to (1) study digital marketing communication strategies in the Thai television drama industry; (2) analyze viewing behaviors and engagement of Thai drama audiences through digital channels; (3) evaluate the effectiveness of digital marketing communication tools; and (4) propose guidelines for developing marketing communication strategies for Thai dramas in the digital era. The research area was Bangkok. The study employed a mixed-methods research design, combining qualitative research through in-depth interviews with 15 experts and content analysis of digital marketing communications from 10 Thai dramas, along with quantitative research through a survey of 385 drama viewers, using multi-stage sampling. The research instruments consisted of semi-structured interview forms, content analysis forms, and questionnaires. Data were analyzed using content analysis and descriptive and inferential statistics. The findings revealed that 1) Thai drama producers primarily used continuous content marketing and influencer marketing strategies; 2) 72.5% of viewers watched through streaming platforms; 3) live streaming events showed the highest effectiveness (M = 4.25, SD = 0.68); and 4) community-based marketing was suitable for the Thai context. This research's knowledge contribution can be applied to develop appropriate marketing communication strategies for the Thai television drama industry in the digital era.

Monitoring and Evaluation of the Development of Interprofessional Team Capacity in the Primary Health Care System through a Training Program

Jarunee Chanphet — Mon, 24 Feb 2025 00:00:00 +0700

This research aimed to: 1) evaluate the effectiveness of the capacity development program for interprofessional teams; 2) examine the factors contributing to its success and provide examples of successful implementation; and 3) propose strategic recommendations for workforce planning and the advancement of primary health care services. This study employed a mixed-methods research design, covering Health Regions 1-13. For the quantitative study, a sample of 644 participants was randomly selected from course administrators and trainees across seven training programs. A questionnaire was used as the assessment tool, and data were analyzed using basic statistical methods. For the qualitative evaluation, 43 key informants, consisting of course administrators and trainees, were selected. Data were collected through structured interviews and focus group discussions and analyzed using content analysis. The findings revealed that:

1. The effectiveness of the program in terms of context, input, and process was rated at a high level, with average scores of 0.90, 0.89, and 0.95, respectively (on a scale of 1). The overall output effectiveness was also rated high, with an average score of 4.40 (on a scale of 5).

2. Eight key factors contributing to the program’s success were identified: (1) clear planning, (2) data-driven approaches tailored to specific contexts, (3) strong network collaboration, (4) diverse learning methodologies, (5) systematic management, (6) continuous performance review, (7) effective training evaluation, and (8) collective brainstorming for further development.

3. Strategic recommendations included (1) a comprehensive workforce management system, (2) capability development based on contextual data, (3) fostering partnerships and network collaboration, and (4) establishing concrete and measurable mechanisms to drive implementation.

The knowledge gained from this study provides strategic recommendations for workforce planning and effective management in the primary health care system, along with guidelines for developing structured mechanisms to advance interprofessional team operations.

Characteristics of Professional Administrators Affecting the Development of Learning Organizations of Schools under Bueng Kan Primary Educational Service Area Office

Nutchima Kunhaboot, Sumalee Sriputtarin, Jaruwan Kheawnamchum — Mon, 24 Feb 2025 00:00:00 +0700

This article aimed to: 1) study and compare the characteristics of professional administrators; 2) study and compare learning organizations of schools; 3) study the relationship between the characteristics of professional administrators and learning organizations of schools; and 4) study the predictive power of professional administrators' characteristics affecting learning organizations of schools. The research employed a quantitative approach. The research area consisted of schools under the Bueng Kan Primary Educational Service Area Office. The sample group included 74 school administrators and 271 teachers, totaling 345 participants, selected through stratified random sampling based on percentage criteria. The research instruments were two sets of questionnaires: 1) a questionnaire on the characteristics of professional administrators and 2) a questionnaire on the status of educational institutions as learning organizations. The statistics employed were percentage, mean, standard deviation, t-test (independent samples), one-way analysis of variance, Pearson correlation analysis, and stepwise multiple regression analysis. The findings revealed that 1) the overall characteristics of professional administrators were at the highest level; 2) the overall development of schools as learning organizations was at the highest level; 3) the characteristics of professional administrators and the development of schools as learning organizations showed a moderately high positive correlation at a significance level of .01; and 4) three characteristics of professional administrators significantly predicted the development of schools as learning organizations, with a combined predictive power of 39.69%. This research provides insights for school administrators to enhance their professional characteristics and use the findings as a guideline to develop educational institutions as effective and efficient learning organizations.

The Effects of Lexical-Features Changes in ChatGPT-Generated Content Using N-Gram Approach

Mon, 24 Feb 2025 00:00:00 +0700

This article aims 1) to analyze changes in word types appearing in content generated by ChatGPT through n-gram analysis and 2) to examine the lexical features of revised content modified by ChatGPT at the third-gram position. The research adopts a quantitative approach, employing n-gram analysis focusing on the third-gram position as the framework for evaluating changes in word types and lexical features resulting from word modifications. The study is document-based, with the sample comprising eight children’s stories selected through purposive sampling. The research utilized two tools: 1) the ChatGPT program and 2) Python via Google Collaboratory. The data were analyzed using basic statistical methods. The findings revealed that 1. Regarding the first objective, modifications at the third-gram position influenced the realism and coherence of the content. Nouns were the most frequently affected word type, followed by verbs, determiners, pronouns, adjectives, conjunctions, adverbs, numerals, and interjections, respectively. 2. For the second objective, eight types of lexical relationships were identified: 1) Antonym, 2) Co-hyponym, 3) Co-hypernym, 4) Hyponym, 5) Hypernym, 6) Synonym, 7) Meronym, and 8) Holonym. A new pattern, Word embedding similarity, was also observed as the most frequently occurring relationship, reflecting the AI’s capability to maintain contextual relevance and content appropriateness. The knowledge derived from this research enhances the integration of linguistics and artificial intelligence (AI). The user can apply this model to develop improved methods for evaluating AI-generated content, refining prompts for better performance, and designing suitable teaching materials. Furthermore, this study advocates for responsible, transparent, and ethical AI use, contributing to advancements in academia, industry, and society

Enhancing Curriculum Development Education Through Digital Technology Integration: A Mixed-Methods Study of Undergraduate Teacher Preparation in Thailand

Wasita Neerapan — Sat, 01 Mar 2025 00:00:00 +0700

This study investigates the effectiveness of digital technology integration in teaching curriculum development to undergraduate education students in Thailand. The objectives were to: (1) assess the impact of digital tools on student engagement and understanding of curriculum concepts; (2) examine the development of practical curriculum design skills through technology-mediated activities; and (3) identify challenges and enabling factors in implementing technology-enhanced approaches. Using a mixed-methods approach, we conducted a quasi-experimental study with 150 undergraduate students (75 in experimental and 75 in control groups) and 10 instructors at a public university during the 2022-2023 academic year. Data collection involved pre-post surveys, academic performance assessments, semi-structured interviews, and focus group discussions. The results revealed that students in the technology-enhanced group demonstrated significantly higher engagement scores (4.32 vs 3.78, p<.001) and superior performance in applying theoretical concepts to practical design tasks compared to the control group. The integration of learning management systems, collaborative platforms, and virtual reality simulations particularly enhanced visualization of abstract concepts and facilitated authentic application experiences. Key challenges included technical infrastructure limitations and varying levels of digital literacy among participants. This research provides evidence-based strategies for effective technology integration in curriculum development education and contributes to bridging the theory-practice gap in teacher preparation programs. The findings offer practical implications for curriculum designers, teacher educators, and educational policymakers seeking to enhance the digital transformation of teacher education.

Building Thailand-China Relations in a Third Country: A Case Study on the Promotion of Soft Power in the Lao People's Democratic Republic

Aphimuk Sadompruek, Somsak Samukkethum — Sat, 01 Mar 2025 00:00:00 +0700

Currently, Thailand's soft power is facing significant challenges in its international relations with the Lao People's Democratic Republic (Lao PDR), particularly due to China's increasing influence. China has been extensively and intensively exporting its soft power across multiple dimensions, prompting Thailand to adjust its soft power strategy in Lao PDR to maintain its status and expand its role in the region. Therefore, it is crucial to study the resources and dynamics of Thailand and China’s soft power in Lao PDR, as well as the indirect impact of third-party countries on Thailand’s soft power in its international relations with Lao PDR. This understanding is essential for analyzing the dynamics of international relations and predicting future trends in soft power that may influence regional transformations.

This article is part of a doctoral dissertation in the field of Politics and Development Strategy, titled “Thailand’s Use of Soft Power in International Relations with the Lao People's Democratic Republic.” The study employed a qualitative research approach, focusing on an in-depth analysis of Thailand’s use of soft power within the context of its international relations with Laos.

This section of the study revealed that the country most influential in driving Thailand's soft power in the Lao People's Democratic Republic (Lao PDR) is China, which plays a pivotal role. China's export of soft power into Laos encompasses all three sources of power as outlined in Joseph S. Nye’s theoretical framework: cultural, international policy, and political values. Furthermore, China holds a significant role in trilateral cooperation involving Thailand, China, and Laos. This cooperation can be categorized into four types: general city or provincial collaborations, joint investments in general urban or provincial areas, national or regional-level collaborations, and joint investments in special economic zones.

The primary objectives of this cooperation can be classified into four areas: expanding intergovernmental cooperation to strengthen diplomatic relations, establishing trade and investment partnerships in Laos for the private sector, attracting Chinese investors and citizens to develop greater interest in Thailand, and promoting understanding and collaboration at the grassroots level among the three nations. This cooperation generates shared benefits in economic, social, and cultural dimensions, not only for Thailand and China but also for the Lao PDR as the host country. Additionally, this collaboration serves a wide array of goals beyond the economic scope, such as fostering cultural understanding, advancing social development, and building long-term amicable relationships. These outcomes are expected to be mutually advantageous for all three countries in the future.

Guidelines for the Development of Learning Loss Recovery of Schools under Nakhon Phanom Primary Educational Service Area Office 2

Wassana Anuphan, Sumalee Sriputtarin, Jaruwan Kheawnamchum — Sat, 01 Mar 2025 00:00:00 +0700

This article aimed to 1) examine the current and desirable situations of learning loss recovery implementation of schools; 2) assess the needs of learning loss recovery implementation of schools; 3) develop guidelines for implementing learning loss recovery of schools; and 4) evaluate the suitability and possibility for the guidelines of learning loss recovery implementation of schools. The sample group comprised 232 school administrators and teachers. The sample size was determined using percentage criteria, and Stratified Random Sampling was employed. There were 3 instruments used in this research: 1) a questionnaire; 2) a structured interview form; and 3) a suitability and feasibility assessment form. The statistical tools used for data analysis included percentage, mean, standard deviation, and the Modified Priority Needs Index (PNI Modified).

The research results revealed that (1) the overall current situations and desirable situations of learning loss recovery implementation of schools was at a high level and highest level, respectively; (2) the needs were higher than the overall value, included creating a positive attitude towards learning management and good health of students, both physical and mental health, empowering teachers and administrators, designing new learning management processes that responded to the changing context and needs of students, and improving learning management by using technology systematically and efficiently; (3) the overall development guidelines consisted of seven aspects, total of 35 approaches; and (4) the results of the overall development evaluation revealed that the suitability was at a highest level and the possibility was at the highest level. This research school can use the information obtained as a guideline for developing measures to reverse the school's learning recession to be efficient and effective.

The Modernization of Management System for Private Higher Education in Hainan, China

Xi Yang, Wipada Prasansaph — Sat, 01 Mar 2025 00:00:00 +0700

This article aimed to study (1) the key factors affecting the success of improving the management system of private higher education in Hainan; (2) the improvement of the management system of private higher education in Hainan; and (3) the relationship between the key factors affecting the success of improving the management system of private higher education in Hainan. The quantitative research used a sample of 400 teachers and students, using a multi-stage random sampling method. The statistics used for data analysis were frequency, percentage, mean, standard deviation, Pearson's product moment correlation coefficient, and multiple regression analysis. The analysis revealed the following results:

1. For objective 1, it was found that the important factors affecting the improvement of the private higher education management system in Hainan are the policy and regulatory environment, followed by student enrollment and the employment market, teaching quality and evaluation system, and faculty formation.

2. For objective 2, it was found that the overall improvement level is still in the gradual improvement stage, which indicates that there is still significant room for improvement in the improvement level of the private higher education management system in Hainan.

3. For objective 3, it was found that the relationship between key factors and the improvement of the private higher education management system in Hainan was at a very positive level (r = 0.727), with a statistical significance level of 0.01, and four key factors included policy and regulatory environment, followed by capital investment and resource allocation, enrollment and employment market, organizational improvement structure, teaching quality and evaluation system, intelligent data construction and management, and teaching staff construction.

The knowledge and findings from this research can effectively improve the management system of Hainan's private higher education and promote its sustainable and healthy development.

Biosphere: Upgrading Learning Ecosystem of Pakphun City (Umong Kongkang) for the Sustainable Natural Resource Management

Manthaka Weeraphong, Supawadee Thawaro — Sat, 01 Mar 2025 00:00:00 +0700

The mangrove tunnel area is located in Pak Phun subdistrict and is a part of the mangrove ecosystem, which is characterized by a rich and mutually supportive biosphere. It also serves as an important ecological learning resource for those interested. The local community in Pak Phun has long utilized the area's resources, and this is coupled with a focus on the management of the learning ecosystem by local administrators. This management aims to foster sustainable learning and resource utilization. Consequently, the research team aimed to study develop a management model for the learning ecosystem within the mangrove tunnel area of Pak Phun Municipality, Pak Phun subdistrict, Mueang Nakhon Si Thammarat District, Nakhon Si Thammarat Province. The research was qualitative and participatory action research by utilizing the concepts of the biosphere, learning ecosystems, and foundational theories in natural resource and environmental management as the research framework. The research area was the mangrove tunnel in Pak Phun subdistrict, Mueang District, Nakhon Si Thammarat. The key informants consisted of seventy participants, including municipal administrators and staff from Pak Phun Municipality, representatives from local administrative organizations, representatives from community educational institutions, and community representatives. They were selected by purposive sampling. The instrument for collecting data was two types: 1) in-depth interviews and 2) focus group discussions. The data were analyzed using content analysis. The research results were found as the development of a management model for the learning ecosystem should include the identification of its components. These components encompassed the learning ecosystem area within the mangrove tunnel, the knowledge derived from the mangrove area, learning activities/projects in conjunction with the urban development plan of Pak Phun Municipality, learning managers, and the objectives of the outcomes from each learning activity/project.

The development of a management model for the learning ecosystem of the mangrove tunnel area can be carried out through the LLKP model, which consists of four key components: 1) Learning Space (L), 2) Learning Activities/Projects (L), 3) Knowledge Manager (K), and 4) Project Objective (P). This model supports interdisciplinary learning, fostering the development of users' knowledge and skills. The integrated approach facilitates effective learning for users, underpinned by a participatory process that encourages collaborative involvement.

Administrators’ Skills Affecting Learning Management of Teacher in Digital Era Under Nakhon Phanom Primary Educational Service Area Office 1

Suphawadee Seewan, Sumalee Sriputtarin, Jaruwan Kheawnamchum — Sat, 22 Mar 2025 00:00:00 +0700

The rapid changes in the world caused by advanced and modern technology require teachers to develop learning management that can develop learners to their fullest potential. The purposes of this research were to (1) study and compare the administrators’ skills; (2) study and compare the learning management of teachers in the digital era; (3) study the relationship between the administrators’ skills and the learning management of teachers in the digital era; and (4) study the predictive power of the administrators’ skills affecting the learning management of teachers in the digital era under Nakhon Phanom Primary Educational Service Area Office 1. The samples consisted of 319 school administrators and teachers who followed the percent criterion in the sample size specification, selected by stratified random sampling. The instruments used were two aspects of five-rating scale questionnaires: (1) a questionnaire on the administrators’ skills, and (2) a questionnaire on the learning management of teachers in the digital era. The statistics employed were percentage, mean, standard deviation, t-test (Independent samples), one-way analysis of variance, Pearson's correlation coefficient, and multiple regression stepwise analysis.

The results revealed that 1. the overall administrators’ skills were at the high level. In comparison, the overall administrators’ skills classified by status and classified by school size revealed non-significant differences. 2. The overall learning management of teachers in the digital era was at a high level. In comparison, the overall learning management of teachers classified by status revealed non-significant differences, while the results revealed that there was a statistically significant difference at the .01 level. 3. The administrators’ skills and the learning management of teachers in the digital era revealed quite a high significant positive correlation at the .01 level. 4. There were four variables in administrators’ skills that affected the learning management of teachers in the digital era. They could be predicted up to 53 percent. This research can use the data obtained as a guideline for developing the skills of administrators and can use the data obtained as a guideline for developing the learning management of teachers in the digital age to be efficient and effective.

The Components of Human Resource Development Strategies in Educational Institutions in the Digital Age

Songklod Janejiraworakan, Sumolnit Kerdnoonwong — Sat, 22 Mar 2025 00:00:00 +0700

This article aimed to 1) study the components of human resource development strategies in educational institutions in the digital age under the jurisdiction of the Secondary Educational Service Area Office Bangkok 2 and 2) analyze confirmatory components related to human resource development strategies in educational institutions in the digital age under the jurisdiction of the Secondary Educational Service Area Office Bangkok 2 by using mixed-method research. The study explored concepts related to human resource development in digital-age educational institutions. The population and sample consisted of 350 teachers and educational personnel, selected through stratified sampling according to the proportion of teachers and personnel in the institution. Data were collected using interviews and questionnaires. The statistics used for data analysis included percentages, means, standard deviations, and data from confirmatory factor analysis, and the findings were presented in descriptive narrative form.

The research results were as follows: 1) The components of human resource development strategies in educational institutions in the digital age consist of seven components: needs assessment, individual development, professional development, organizational development, evaluation, performance management, supervision, and monitoring. 2) The analysis of the second-order confirmatory factor model of the components of human resource development strategies in educational institutions in the digital age, after revisions, revealed that the component loading values ranged from .73 to .94, which were statistically significant at the .05 level for all components, with standard errors ranging from .09 to .12. Each component explained the variance of the human resource development components in digital age educational institutions between 53% and 88%, indicating that all seven components serve as indicators of the overall human resource development strategy components in digital age educational institutions.

Narratives and Experiences of Community Potential Development Under the U2T Project for Enhancing Competitiveness in Creative Economy

Jariya Supun, Supaporn Prasongthan, Rabhas Silpsrikul — Sat, 22 Mar 2025 00:00:00 +0700

The community must overcome several obstacles to develop its potential for sustainable self-sufficiency and competitiveness. The objectives are to study stories and experiences toward approaches and success factors in developing community potential under the creative economy, based on the U2T project from the perspective of the sub-district system integration unit and community. This research employed a qualitative approach. Five of the 140 sub-districts of the Kasetsart University U2T project, phase 1, were included in the research sites. The purposive sampling method was applied to 25 specified key informants (five key informants in each study site, including a representative of a system integrator, a community leader, a local resident, and stakeholders involved in community development). The research instrument was a semi-structured interview guideline for individual and group interviews, which had been approved for consistency and reliability by three experts. Content analysis was used to examine the data. The results revealed four community potential development approaches, including 1) creative product development, 2) enhancement of creative tourism, 3) creative environmental conservation, and 4) creative ideas or knowledge transfer. The results of the study also found that there are seven success factors for community potential development, including 1) responding to community needs, 2) support from internal and external networks, 3) the role of community leaders, 4) systematic management, 5) participation of people in the community, 6) variety of natural resources and local wisdom, and 7) spatial work experience. The research findings are beneficial to other communities to enhance their capacity for development and being self-sufficient. Additionally, it offers an outline for key institutions to establish sustainable community development policies.

The Role of Qin Zheng in the Development of Guzheng During the Tang Dynasty

An Ni, Surasak Jamnongsarn, Tepika Rodsakan — Mon, 31 Mar 2025 00:00:00 +0700

This article aimed to study (1) Is the Qin Zheng the origin of the guzheng?; (2) The history of the Qin Zheng; (3) The role of the Qin Zheng in the development of the guzheng in the Tang Dynasty; and (4) The development of the Qin Zheng. The samples were the history of the guzheng. Ancient documents, preserved to this day, and excavated historical sites serve as the primary sources of research. The tools used to collect the data were the literature books, the Internet information, and the author's ten years of experience in teaching the Guzheng. The research results after analyzing the historical content of Guzheng were as follows:

1. Research results showed that there is no doubt that the Guzheng originated from the Qin nation and was passed down during the Qin Dynasty. It gradually absorbed the unique musical styles of the region, specializing in playing mournful, desolate, and full of longing music.

2. The Qin Zheng played an important role in the court music of the Tang Dynasty and spread to neighboring countries with cultural exchanges. Particularly in Japan, the Qin Zheng has assimilated into the country's national music and now stands as one of the country's national musical instruments.

3. The Guzheng, which originated in the Qin region of Shaanxi, also declined in the same area. However, in the early 20th century, through the efforts of Shaanxi Guzheng performers and experts, the Qin Zheng was re-established, allowing the Guzheng to return to its birthplace and begin to develop and be passed down once again. By learning from past experiences and preserving the traditions of folk music, and by rooting itself in folk music, the Guzheng has been able to flourish and bloom anew.

Technical Expression and Innovation of Metallic Colors in Chinese Contemporary Painting: A Case study of Chinese Paintings by Chinese Artists Between 1990 to 2023

Lin Jiang, Sitthidham Rohitasuk, Denpong Wongsarot — Mon, 31 Mar 2025 00:00:00 +0700

The research problem of this article was to investigate the innovative use of metallic color techniques by Chinese artists in the context of contemporary art while maintaining Chinese aesthetic interests and cultural connotations. This article aimed to study (1) the technical expression and innovation of metallic colors in Chinese contemporary painting through the works of four artists between 1990 and 2023; (2) the aesthetic interest and cultural connotation of works using metallic colors in Chinese contemporary paintings through the works of four artists between 1990 and 2023, and to provide guidance for painting creators, theorists, and those who are interested in metallic colors. The research samples were four national artists, Daoxi Zhang, Jiying Guo, Haohao Yan, and Yang Yang. The artists were selected through the criteria that they were selected or awarded in national art exhibitions in the field of Chinese art creation and that their works made extensive use of metallic colors. The data collection tools were literature analysis and in-depth interviews. Data analysis was mainly descriptive and content analysis. The research results were found as follows:

1) Contemporary Chinese artists are good at using metallic colors in their paintings, not only as painting materials but also as a unique visual language that enriches the color and expressiveness of the picture; 2) The technical innovation of metallic colors in Chinese contemporary paintings is based on the combination of contemporary context, traditional, and foreign artistic languages; and 3) Works that use metallic colors in Chinese contemporary paintings exhibit characteristics of diversified aesthetic interest and deepened cultural connotations. In summary, this study emphasizes the importance of metallic colors in the creation of Chinese contemporary paintings. The use of metallic colors promotes the innovation and development of contemporary Chinese painting, providing a strong practical case for the modernization transformation of Chinese painting. The conclusion of this article is that the technical expression of metallic color in Chinese painting is diversified, and innovation is the artistic expression after integration, aesthetic interest pursues decorative, visual impact, conveying complex emotions, and creating the atmosphere of the picture; and cultural connotation embodies the inheritance and development of traditional Chinese culture.

A Study of the Evolution of Visual Language in Chinese Painting from Traditional Ink Painting to Contemporary Ink Painting

Chen Zuo, Sitthidham Rohitasuk, Denpong Wongsarot — Mon, 31 Mar 2025 00:00:00 +0700

This study explored the visual language characteristics of traditional Chinese ink painting and contemporary ink painting, as well as their development trends in the context of globalization and modern artistic movements. The research sample included 30 traditional ink paintings from six periods spanning from the Sui and Tang Dynasties to the modern era, as well as interviews with 8 contemporary ink painting artists and 2 art critics. The study adopted a literature review and semi-structured interviews for data collection and used Gombrich's "Schema and Correction" theory as the theoretical framework, employing iconographic analysis and thematic analysis for data interpretation. The research findings were as follows: 1. The visual language of traditional ink painting is centered on brushwork, composition, and aesthetics, pursuing the artistic ideal of "harmony between form and spirit," deeply influenced by Confucian, Buddhist, and Taoist philosophies, resulting in a unique system of artistic expression; 2. The visual language of contemporary ink painting has undergone significant transformation, with more diverse themes and compositions, as well as the integration of modern artistic elements into brushwork techniques. This shift is profoundly influenced by social and cultural changes in the global context; and 3. Gombrich's "Schema and Correction" theory provides a systematic analytical framework for the evolution of the visual language of ink painting. Overall, contemporary ink painting, while expanding the diversity of themes and compositions, has gradually incorporated modern art elements under the influence of globalization and dynamic socio-cultural factors. In conclusion, contemporary ink painting not only expands the diversity of themes and compositions but also integrates modern artistic elements influenced by globalization and social-cultural dynamics.

Factors Influencing the Performance of Full-Service Restaurants in Bangkok

Patsawan Suksomwat, Kritsada Muhammad, Nakamol Chansom — Mon, 31 Mar 2025 00:00:00 +0700

This research aimed to 1) analyze the confirmatory components of the factors affecting the performance of full-service restaurants; 2) study the factors affecting the performance of full-service restaurants; 3) create a structural equation model of the factors affecting the performance of full-service restaurants; and 4) propose guidelines for improving the performance of full-service restaurants. The research methodology was a mixed-methods approach using the concepts of entrepreneurial orientation, innovation capability, sustainable competitive advantage, and performance as a research framework to generate new insights applicable to improving the performance of full-service restaurants in Bangkok. The research area was Bangkok, and the sample group was 394 full-service restaurants registered with the Office of Small and Medium Enterprises Promotion (OSMEP) in 2022 of all business sizes. The sampling method was convenience sampling, and the key informants were those with experience in entrepreneurial orientation. The research instruments consisted of 1) questionnaires and 2) semi-structured interviews. Data were analyzed using Structural Equation Modeling (SEM), while the qualitative research employed content analysis. The research results revealed that 1) the observable variable that was most influenced by the latent variable was profit growth; 2) the factor that most affected the operational efficiency of full-service restaurants in Bangkok was profit growth; 3) the variable that had the most direct influence on operational efficiency was sustainable competitive advantage; and 4) the guidelines for improving the efficiency of restaurants were having experience, focusing on entrepreneurial orientation, using innovation, creating a competitive advantage, and increasing efficiency from market share and customer satisfaction. The findings from this research can be used to develop operational strategies for restaurants by focusing on entrepreneurial orientation, selecting appropriate innovations to create sustainable competitiveness, and increasing operational efficiency.

The Development of White Tourism Management Model Using Information Technology in The Nong Bua Community, Chanthaburi Province

Yada Chopthamdee, Kittiya Kaewsathuan, Chakhrit Ongthun, Hathairat Sawasdee — Mon, 31 Mar 2025 00:00:00 +0700

This article aims to: 1) study the impact of tourism on the way of life of people in Nong Bua Community, Chanthaburi Province, and 2) synthesize a model for white tourism management using information technology in the Nong Bua Community, Chanthaburi Province. The research model was research and development using a mixed-methods research process. It was conducted with people who have a stake in tourism within the Nong Bua Community, Chanthaburi Province, aged 20 and above, totaling 100 people, selected through purposive sampling. A questionnaire was used as a tool for data collection, and the data were analyzed using descriptive statistics combined with qualitative research methods from document analysis, related research, and interviews. The results of the data analysis are as follows: 1) The impact of tourism on the way of life of people in the Nong Bua Community, Chanthaburi Province: The attitude of most community members was uncertain about the benefits they will receive from tourism within the community, but they agreed with the benefits of tourism in terms of occupation. Economically and socially, they agreed that tourism improves the living standards of people in the community. Regarding areas that need development, most agreed with the provision of parking spaces. As for the impact of developing the community into a tourist destination, most disagreed that it negatively affects their way of life. 2) The synthesized model for white tourism management using information technology in the Nong Bua Community, Chanthaburi Province were the “BCG2DCA Model,” which consists of: 1) Bio Tourism 2) Circular Tourism 3) Green Economy 4) Data Management 5) Digital Marketing 6) Community Empowerment 7) Awareness.

Development of a Model of Causal Factors Influencing the Performance of Academic Personnel in Public Higher Education Institutions

Pasin Intharasakul, Chinnarat Somsueb — Mon, 31 Mar 2025 00:00:00 +0700

This article aimed to 1) study the level of commitment, job satisfaction, organizational culture, and performance of academic personnel in public higher education institutions; 2) develop a model of causal factors influencing the performance of academic personnel in public higher education institutions; and 3) study the direct influence of causal factors on the performance of academic personnel in public higher education institutions. The research design was quantitative. The research instrument was a questionnaire. The sample group used in the study was 300 academic personnel in public higher education institutions. The statistics used in the research were percentage, mean, standard deviation, skewness, kurtosis, and structural equation modeling analysis. The results of the research were: 1) the level of commitment to the organization, job satisfaction, organizational culture, and performance efficiency of academic support personnel in public higher education institutions. The overall picture was at a very high level; 2) the causal factor model structure influenced the performance of academic support personnel in public higher education institutions with empirical data; and 3) the direct influence of causal factors influenced the performance of academic support personnel in public higher education institutions. The findings from this research revealed the causal factors that have both positive and negative influences on the performance of academic personnel in public higher education institutions. The research results can be used as guidelines for the management of academic personnel in public higher education institutions effectively and efficiently.

An Instructional Model to Enhance Critical Thinking and Attitude Toward Science for 6th Grade Students Based on Inquiry Leaning and Metacognition Strategy

Thanyawadee Pinakano, Phichittra Thongpanit, Sarit Srikao — Mon, 31 Mar 2025 00:00:00 +0700

This article aimed to 1) examine the general conditions and issues related to the implementation of critical thinking enhancement and science attitude learning for Grade 6 students, and 2) develop a learning model to enhance critical thinking and science attitudes for Grade 6 students, based on the Inquiry-Based Learning concept combined with Metacognitive Strategies. The Key Informants study involved six Grade 6 science teachers from the Nong Bo Kan Lueang Khamphee School Network, representing six schools, as well as 18 Grade 6 students (three students from each school). The participants were selected through purposive sampling. The research instruments included (1) a structured interview guide and (2) an expert evaluation form based on the Connoisseurship seminar. The statistical methods used were mean and standard deviation.

The research results were as follows: 1) The general conditions and issues related to the implementation of critical thinking enhancement and science attitude learning for Grade 6 students, as reported by the interviewed science teachers, indicated that students lack various thinking abilities, particularly complex and continuous thinking. As a result, teachers must seek different learning models, activities, and innovative media to enhance and develop students to meet the learning objectives and fully realize their potential. 2) The developed learning model is called the "TYWD Model," which consists of four learning process steps: (1) Target of Learning (T), (2) Your Knowledge, (3) Worth of Knowledge (W), and (4) Diagnostic Assessment (D). The evaluation of the quality and appropriateness of the learning model overall was rated at a high level, with an average score of 4.43.

Singapore under Goh Chok Tong: Existence and Relaxation of Authoritarian Rule

Korbkusol Neelapaichit, Watunyu Jaiborisudhi — Wed, 02 Apr 2025 00:00:00 +0700

This research aimed to study the existence and relaxation of the authoritarian regime under former Prime Minister Goh Chok Tong as well as analyze the dynamics of authoritarianism in Singapore during the transition period. The qualitative research relied on documentary research covering both primary and secondary sources based on four main criteria, including authenticity, credibility, representativeness, and meaning. It adopted a concept of authoritarianism coined by the political scientist Juan Linz in explaining characteristics of authoritarianism in Singapore. The research results found that Goh Chok Tong adopted a more compromising and consultative style of governance due to his personality and perception. These changes led to a relaxation of the limited political pluralism and restricted political mobilization in Singapore. Based on Linz's concept and the findings, researchers also found a new body of knowledge that was "an analytical framework of semi-authoritarian politics," consisting of three indicators: 1) politics under a leader with a relaxing style; 2) the relaxation of authoritarian practice; and 3) the maintenance of authoritarian aims.

Developing Social Change into the Digital Age According to the New Way of Life of Working-Age People in Pathum Thani Province

Phrakhrusiriphurinithat (Phurinat Ditsawan) — Sun, 13 Apr 2025 00:00:00 +0700

Thai society has been continuously changing from the past to the present, with digital technology playing an important role, affecting the economy, society, and people’s way of life. This article aims to 1) study the social transformation to the digital age according to the new lifestyle of working-age people in Pathum Thani Province, 2) compare the social transformation to the digital age according to the new lifestyle of working-age people in Pathum Thani Province, classified by personal factors, and 3) study the development guidelines for social transformation to the digital age according to the new lifestyle of working-age people in Pathum Thani Province. The research design is a quantitative research using the concept of the theory of development of social transformation to the digital age according to the new lifestyle as a research framework. The sample group is 400 working-age people in Pathum Thani Province. The statistics used in the research include percentages, frequencies, means, standard deviations, and multiple regression analysis. The research results are as follows:

1. The level of social transformation to the digital age according to the new lifestyle is at a high level overall. When considering each aspect, it is found that attitude is at the highest level, followed by technological capability at a high level, and expectation at a high level, respectively.

2. Results of the comparison of social transformation to the digital age according to the new lifestyle of working-age people in Pathum Thani Province Categorized by personal factors, it was found that working-age people in Pathum Thani Province with different personal factors have changed society to the digital age according to the new way of life that is not different.

3. The approach to changing society to the digital age of working-age people in Pathum Thani Province must focus on changing attitudes and continuously learning about technology. The use of technology in work helps increase efficiency and speed up operations, resulting in work that is more convenient and responds to the digital age more. People should develop computer programming skills and data analysis through training and further education. Organizations and the government should cooperate in promoting learning so that workers can effectively adapt to new work systems, leading to sustainable development.

Influence of Antecedents on Repurchasing Intentions toward Perception Capability and Response Capability of Traditional Trade of the Business-to-Business (B2B) Market in the Northeastern Region of Thailand

Amonrat Tangradtanapibool, Wongtheera Suvannin, Kittinart Nunthong — Sun, 13 Apr 2025 00:00:00 +0700

Modern trade in the form of discount stores or hypermarkets are rapidly expanding their regional branches to enhance their business-to-business (B2B) supply chain with traditional trade. This requires local distributors to find ways to maintain the customer base of traditional trade in the area. The article aimed to 1) study the causal influence of information sharing and customer relationship management toward perception capability and response capability on repurchasing intentions of traditional trade of the business-to-business (B2B) market in the northeastern region of Thailand; and 2) study the causal influence of structural equation modeling in qualitative research to support objective 1. The mixed-methods research technique was used. The first was quantitative research. The sample population consisted of 792 owners or representatives at traditional trade obtained by using the technique of multi-stage sampling. A questionnaire was used to collect data. Data were analyzed using descriptive and inferential statistics. The second was qualitative research with 15 owners at traditional trade obtained by purposive sampling. Data was inductively analyzed.

The research revealed that 1) the structural equation model consisted of information sharing, customer relationship management, perception capability, response capability, and repurchasing intentions; 2) the model exhibited congruence with empirical data with χ²/df = 1.17, p-value = 0.07, and RMSEA = 0.00, and this could be explanatory of the variance of repurchasing intentions at 93 percent; and 3) qualitative research findings supported all the hypotheses of the quantitative research.

Causal Factors Influencing Electronic Word of Mouth on Facebook Pages of Consumers in Bangkok and Its Vicinity

Ratrawee Kakhuen, Somchai Lekcharoen, Nuttareepan Nittayoosakulchot — Sun, 13 Apr 2025 00:00:00 +0700

Marketing communications significantly shape consumer purchase behavior, particularly as social media becomes the dominant platform for product information and consumer discourse. The article aimed to study 1) the development and validation of a causal relationship model of electronic word of mouth (E-WOM) on Facebook pages of consumers in Bangkok and its vicinity and 2) the causal factors influencing electronic word of mouth (E-WOM) on Facebook pages of consumers in Bangkok and its vicinity. This study was quantitative research. The sample was people who have purchased mother and baby products on Facebook pages and live in Bangkok and its vicinity—447 people. The data collection tool was an online questionnaire. The statistics used in data analysis were frequency, percentage, confirmatory factor analysis (CFA), and structural equation model (SEM). The results of this research indicate that the developed causal relationship model consists of 4 key components: 1) service quality 2) Trust 3) satisfaction and 4) E-WOM; the model is consistent with the empirical data to a great extent. It was found that service quality, trust, and satisfaction respectively influenced E-WOM among product buyers. Entrepreneurs should consider service quality, trust, and satisfaction as key factors to encourage E-WOM and repeat purchases of products.

Corporate Governance Costs, Social Responsibilities and Capital Market Performance: Evidence from China

Lanchun Huang — Sun, 13 Apr 2025 00:00:00 +0700

While better ESG is usually interpreted as a high likelihood of generating higher returns, the existing empirical literature suggests that stocks of firms with higher ESG scores may have lower subsequent realized returns than stocks with lower scores. Therefore, this paper examines the relationship between ESG scores, stock market performance, and associated costs, revealing a positive correlation between ESG scores and the stock market performance of Chinese listed companies. This study draws the following conclusions:

1. Regarding the relationship between ESG performance and stock returns of Chinese listed companies, this study concludes that stock returns of companies with low management costs can be significantly improved by increasing ESG scores. On average, a 1-point increase in ESG score is associated with a 2-4 bps increase in stock returns and a 0.1% decrease in volatility. In addition, there is a positive correlation between costs and ESG scores; for every 2 billion yuan of costs a listed company pays, it can increase its ESG score by 1 point.

2. Turning to the relationship between the ESG performance of Chinese listed companies and corporate costs, this study empirically concludes that R&D costs have the greatest impact on a company's ESG score.

To a certain extent, this study is conducive to inspiring Chinese listed companies to assume more social responsibility in their operations, further promoting the understanding and thinking of the business community, scholars, government, and other departments on the issue of how corporate ESG performance affects corporate value, and facilitating the regulators to rationally guide investors' investment behavior and provide reference value for investors to screen investment targets.

Documentary Research of Investor Sentiments and Investment Returns in China’s Stock Market

Jiayi Cui, Qian Wei — Sun, 13 Apr 2025 00:00:00 +0700

This study investigates the impact of investor sentiment on stock returns, focusing on the contrasting effects of retail and institutional investors' bullish sentiment in China's CSI 300 listed companies from 2015 to 2023. Investor sentiment, as a critical psychological factor in financial markets, plays a significant role in shaping stock performance. The research aims to uncover how retail and institutional investors' sentiment influences stock returns, the underlying mechanisms driving these effects, and the heterogeneity of these impacts across different types of enterprises. Using a comprehensive dataset, the study employs robust empirical methodologies to analyze the relationship between investor sentiment and stock returns, while also conducting mechanism and heterogeneity analyses to provide deeper insights.

The findings reveal three key results. First, retail investors' bullish sentiment negatively impacts stock returns, whereas institutional investors' bullish sentiment has a positive effect, a conclusion that remains consistent across various robustness tests. Second, the mechanism analysis demonstrates that investor sentiment affects stock returns primarily through its influence on analysts' attention and stock liquidity. Third, heterogeneity analyses indicate that the negative impact of retail investors' sentiment is more pronounced in non-state-owned enterprises, manufacturing firms, and non-heavily polluted industries. Conversely, the positive impact of institutional investors' sentiment is stronger in non-state-owned enterprises, non-manufacturing firms, and heavily polluted industries.

In a nutshell, the study contributes to the literature in two significant ways. First, it enriches the understanding of the economic consequences of retail and institutional investor sentiment, particularly in the context of emerging markets. Second, it deepens the knowledge of factors influencing stock returns, offering practical implications for optimizing investment strategies and mitigating risks. By expanding the scope of research on stock returns and investor sentiment, this paper provides valuable insights for both academic research and practical investment decision-making.

The Impact of Corporate Governance Structures on Capital Market Performance: Evidence from China’s Listed Companies from 2003-2023

Ziyu Li — Sun, 13 Apr 2025 00:00:00 +0700

This study examines the impact of corporate governance structures on the risk-adjusted performance of Chinese listed companies from 2003 to 2023, focusing on ownership structure, board characteristics, and executive incentives. Using robust empirical methods, the research finds that balanced ownership reduces information asymmetry, improving risk-adjusted returns. A higher proportion of independent directors enhances stock performance, while larger board sizes hinder it due to inefficiencies. Equity incentives positively influence returns, whereas salary-based incentives show a negative correlation.

The findings underscore the importance of optimizing governance structures to enhance corporate performance, attract investments, and strengthen market stability. Recommendations include maintaining an appropriate ownership balance to promote checks and balances among shareholders, strengthening the independence and expertise of board members to improve oversight, and implementing long-term equity-based incentives to align management's goals with those of shareholders. These measures not only enhance corporate governance but also foster investor confidence and contribute to sustainable economic growth. Policymakers can leverage these insights to design governance frameworks that promote transparency, accountability, and efficiency in the capital markets.

Effective corporate governance enhances financial performance by improving efficiency and market confidence. Balanced ownership, an independent board, and appropriate executive incentives contribute to long-term value creation. Policymakers should integrate these insights into regulatory frameworks to promote transparency and accountability.

Design Thinking and Innovation Performance of Small and Medium-sized Enterprises in Guangxi: The Mediating Effects of Digital Transformation Ambidexterity

Wang Qin, Chaiyanant Panyasiri, Suwadee Thongsukplang Hansasooksin — Sun, 13 Apr 2025 00:00:00 +0700

SME executives face limited access to actionable frameworks and best practices for leveraging design thinking methodologies to drive organizational innovation capabilities. This article aimed to study (1) the relationships of design thinking, digital transformation ambidexterity (exploitative and exploratory), and organizational innovation performance; (2) the moderating roles of institutional environment (regulatory, normative, and cognitive) between design thinking and organizational innovation performance in SMEs in Guangxi, China. The sample was managers and staff selected from 1490 innovative SMEs in Guangxi. The research utilized a quota sampling approach to gather 390 valid survey responses, followed by an examination of variable interconnections through descriptive statistics and structural equation modeling (SEM) analysis. The research results reveal that Design Thinking not only directly and positively affects SMEs’ innovation performance but also exerts indirect positive effects through digital transformation ambidexterity, meanwhile indicating that normative and cognitive environment relationships moderate the effects of Design Thinking on organizational innovation performance. The results emphasize the importance of design thinking and digital transformation among SMEs. These findings provide new perspectives for academic discussions on organizational innovation management and offer valuable practical insights for SMEs seeking to enhance organizational innovation performance and achieve competitive advantages via design thinking and digital transformation.

The Formation Process and Artistic Characteristics of the Shaanxi Guzheng (Zither) School of Chinese

Chenyan Du — Mon, 14 Apr 2025 00:00:00 +0700

The guzheng (zither) has a long history and rich schools in China. The Shaanxi guzheng school is one of the eight major schools of guzheng with distinct characteristics. This paper focuses on the Shaanxi guzheng school and aims to explore 1) its formative process and 2) its artistic characteristics.

The research sample includes relevant historical documents, musical works, information about inherited figures, and field research information. The data are collected through consulting various materials, visiting relevant people, collecting activity materials, etc. Data collection is carried out using literature collection forms and interview outlines, and descriptive statistics and content analysis methods are used for analysis. The results of the study are as follows:

1. Shaanxi zither school originated in Qin, revived in the early days of the founding of new China, and developed through germination, consolidation, and expansion. The creative styles of each stage are different.

2. Its inheritance is mainly based on the master and apprentice of colleges and universities, with families as a supplement, showing an open and pan-inheritance mode, and the inheritance population is diversified.

3. Shaanxi music culture has a great influence on its formation, and local language, regional culture, folk instrumental music, songs, and opera play their roles in melody, style, and material, respectively.

Bridging Tradition and Innovation: The Semiotic and Cultural Significance of the New Zhejiang School of Figure Painting

Ronghua Bao, Supath Kookiattikoon — Mon, 14 Apr 2025 00:00:00 +0700

The New Zhejiang School of figure painting blends traditional Chinese aesthetics with modern artistic influences, shaping contemporary Chinese art. This study examines its contributions through semiotic and cultural analysis, focusing on (1) its role as a cultural bridge between tradition and modernity, (2) its contrast with other contemporary Chinese painting styles, and (3) its aesthetic strategies and innovations.

Using a qualitative methodology, the study applies semiotic and comparative analysis to eight selected paintings, interpreting their brushwork, composition, and symbolism. Peirce’s triadic model of the sign and Panofsky’s three-tier analysis provide theoretical insights into how the school negotiates cultural identity and artistic expression. Comparisons with the Beijing School and abstract ink painting highlight its distinct approach.

Findings reveal that the New Zhejiang School preserves traditional brush techniques and philosophical aesthetics while incorporating modern composition and Western influences. Paintings such as Zhou Changgu’s Smoke by the Field and Liu Guohui’s Earth Wall demonstrate its commitment to cultural heritage, while Fang Zengxian’s Mother and Wu Xiansheng’s The Women in Daliang Mountain engage with contemporary social themes. The school’s ability to merge tradition with modernity ensures its relevance in a globalized artistic landscape.

This study contributes to understanding Chinese figure painting’s evolution, highlighting the New Zhejiang School’s role in cultural continuity and artistic innovation. It offers insights into the adaptation of traditional aesthetics in modern contexts, enriching discussions on Chinese art’s future.

A Learning Management Model to Enhance Analytical Reading and Writing Based on Constructivist Theory and Linguistic Principles for Tenth Grade Students

Nittaya Khamsaw, Supawadee Kanjanakate, Nirat Jantharajit — Mon, 14 Apr 2025 00:00:00 +0700

This study aimed to 1) study the current conditions, problems, and needs. 2) Develop a learning management model to enhance analytical reading and writing based on constructivist theory and linguistic principles for tenth-grade students. This research employed a research and development (R&D) process. The participants providing fundamental information included 10 English teachers teaching tenth grade, selected through purposive sampling, and 18 Grade 10 students, selected through simple random sampling. Research instruments included interviews and learning management model evaluations. Data analysis employed content analysis, mean, and standard deviation.

The research results were found as follows: 1. Teachers and students recognized the importance and necessity of improving analytical reading and writing skills to align with learning outcome indicators in the curriculum framework for greater achievement. 2. The development of the learning management model for analytical reading and writing, based on constructivist theory and linguistic principles, resulted in a model with the following components: (1) Principles and rationale (2) Objectives of the learning management model (3) Fundamental principles, concepts, and theories (4) Principles of the learning management model (PAE Model) (5) Learning management process, consisting of nine steps: Step 1: Introducing students to new challenges Step 2: Reviewing and self-assessment. Step 3: Evaluating one's thoughts and prior beliefs, Step 4: Opening up to change and engaging in collaborative learning, Step 5: Exploring and identifying new approaches. Step 6: Selecting appropriate strategies, Step 7: Acquiring essential knowledge and skills for reading and writing, Step 8: Practicing roles and building confidence, and Step 9: Assessing knowledge and performance in reading and writing (6) Social system and learning support (7) Measurement and evaluation Additionally, expert evaluations of the learning management model indicated a high level of appropriateness.

Development of Training Courses Strengthen Competency for Students of Central Vocational Educational Institute 4

Kannika Manop, Napaporn Tunya — Mon, 14 Apr 2025 00:00:00 +0700

This article aimed to 1) study basic information for curriculum development, 2) create and validate the curriculum quality, 3) pilot the training curriculum, and 4) evaluate the training curriculum to enhance vocational training competency for students of Central Vocational Education Institute. The research used a mixed-method approach on curriculum development, training, and vocational training competency. The sample consisted of 19 students who were purposively selected in collaboration with 8 vocational training establishments. The instruments used included a training curriculum, manual, competency assessment form, and opinion assessment form. Data were analyzed by using percentage, mean, and standard deviation. The research results showed that 1) the curriculum consisted of 5 components: objectives, 4 competencies, 16 indicators, structure and content, resources, and measurement. 2) The curriculum quality was at a very good level ( = 4.43, S.D. = 0.65). 3) The participating students had increased competencies. The indicator with the highest mean score was internship ( = 4.25, S.D. = 0.70), followed by business activities ( = 4.14, S.D. = 0.72), and logistics and supply chain work ( = 4.10, S.D. = 0.77). 4) The course evaluation by students was at a very good level ( = 4.27, S.D. = 0.63), and the experts agreed that the course was appropriate for preparing for the labor market. The researcher found new knowledge, namely “Framework for Lifelong Learning Based on Outcomes”, which is an approach that combines outcome-based education, lifelong learning, and work-based learning together. The goal is for learners to continuously develop themselves and respond to the needs of the labor market effectively.

Factors Affecting the Acceptance of Mobile Banking Among the Elderly in Bangkok and the Central and Rural Regions

Chidapha Lapprakornkul, Jirachayut Wiroajchewan — Mon, 14 Apr 2025 00:00:00 +0700

This article aims to 1) study and compare the behavioral intention of mobile banking of the elderly in Bangkok and the central rural region, classified by personal factors; 2) study the factors that influence the acceptance of mobile banking and affect the behavioral intention of mobile banking of the elderly in Bangkok and the central rural region; and 3) study the behavioral intention of mobile banking and affect the acceptance of mobile banking of the elderly in Bangkok and the central rural region. The quantitative research sample consisted of 400 elderly aged 60 years and over. The statistics used in the research were percentage, frequency, mean, standard deviation, and multiple regression analysis. The results of the research found that:

1. The results of the comparison of behavioral intention of mobile banking of the elderly classified by personal factors found that personal factors did not influence the behavioral intention of financial use.

2. The factors that influence the acceptance of mobile banking and affect the behavioral intention of mobile banking of the elderly are the aspect of usage and the aspect of individual complexity. Statistically significant (p<.01 and p<.05) with the dependent variable (behavioral intention to use financial services in mobile banking of the elderly in Bangkok and the central rural region) equal to .841, the coefficient of determination (R2) equal to .708 and the coefficient of explanation (Adjusted R2) equal to .702, with behavioral intention to use financial services in mobile banking of the elderly in Bangkok and the central rural region at 70.2 percent with statistical significance of .01 and .05, respectively.

3. Behavioral intention to use financial services in mobile banking affects the acceptance of mobile banking of the elderly in terms of the duration of service use, the amount of money spent on financial transactions via mobile banking, the frequency of using digital financial services, and the knowledge of use from media and transaction channels used. The statistical significance (p<.01 and p<.05) with the dependent variable (acceptance of financial mobile banking usage by the elderly) was .832, the coefficient of determination (R2) was .692, and the explanatory coefficient (Adjusted R2) was .688, with the acceptance of financial mobile banking usage by the elderly in Bangkok and the central rural region at 68.8 percent, with statistical significance of .01 and .05, respectively.

A Corpus-Based Study of Get-Passive and Semantic Prosody in Spoken English

Nuntiporn Raungsawat, Suwicha Saengroongpetch, Nantawan Kamsuriya — Tue, 15 Apr 2025 00:00:00 +0700

The construction of passive voice has always received a lot of attention among linguists of English research in the world. In contrast to be-passive, get-passive studies in naturally occurring language are still rarely seen. Therefore, this study aims to investigate the use of get-passive in spoken English when compared to other registers by using corpus linguistics. In addition, the co-occurring words and semantic prosodies of get-passive were also examined. The data of this study was drawn from Corpus of Contemporary American English or COCA, which is the most widely used corpus of the English language. The results revealed that the get-passive was highly used in TV and movie subtitles, blogs, spoken language, web pages, fiction, magazines, newspapers, and academic texts, respectively. It was also found that the word ‘caught’ mostly co-occurred with get-passive. Furthermore, the semantic analysis of get-passive co-occurring words showed various verbs expressing negative meanings, followed by positive, and neutral, respectively. The findings of the study would help English language learners get a clear picture of how get-passive construction is used in real world contexts. The results of the present study would be useful in terms of the instruction of English lexico-grammatical patterns because the corpus analysis provides more information about the authentic use of get-passive in English speaking as an alternative to traditional be-passive construction. This study also addresses the pedagogical implications for future research on get-passive as a guideline for English language teachers in terms of grammar teaching and learning activities, as well as teaching material designs.

Fostering Exceptional Customer Experiences: Assessing Learners' Outcomes in English for Wellness Tourism through Role-Playing Activities

Kiittiya Keadplang — Tue, 15 Apr 2025 00:00:00 +0700

The rapid expansion of wellness tourism highlights the growing demand for industry professionals with specialized English communication skills. As wellness tourism integrates cultural heritage with modern health practices, effective communication plays a crucial role in ensuring high-quality customer service and satisfaction. However, many learners struggle to bridge the gap between theoretical knowledge and real-world application. Role-playing has emerged as an effective pedagogical approach to enhance English proficiency and professional communication skills in this sector.

This study evaluates the effectiveness of role-playing in improving English communication skills for wellness tourism, focusing on its impact on language proficiency and customer service. A quantitative research design assessed student performance through structured role-playing activities. The study utilized validated assessment tools to measure fluency, coherence, and professional interaction skills. Purposive sampling was employed to select participants with prior exposure to English for Specific Purposes (ESP) and wellness tourism coursework. Each participant engaged in five 30-minute role-playing sessions over four weeks, covering wellness consultations, service interactions, and problem-solving tasks. Data were analyzed using descriptive statistics (mean, median, mode, range, and standard deviation), skewness, and normality tests (Kolmogorov-Smirnov and Shapiro-Wilk), complemented by histograms and Q-Q plots. Results showed that role-playing significantly enhanced language proficiency, with most participant scores clustering between 7 and 9 (mean = 7.82, SD = 0.78). Students also demonstrated improved customer engagement, problem-solving, and professional confidence.

These findings provide valuable insights for educators and industry practitioners in designing effective training programs for wellness tourism professionals. The study confirms that role-playing is an effective pedagogical tool for ESP courses, offering measurable improvements in both linguistic and professional skills.

In conclusion, role-playing strengthens students’ English proficiency while enhancing their ability to engage professionally in customer interactions. By integrating experiential learning techniques, this study advances ESP methodologies, ensuring learners acquire industry-specific communication skills essential for global service industries. Future research should explore longitudinal studies on role-playing’s long-term impact and AI-driven simulations to enhance learner engagement and professional readiness.

Dissemination Analysis of Official University TikTok Accounts in Shaanxi

Hangxing Wu, Somdech Rungsrisawat — Tue, 15 Apr 2025 00:00:00 +0700

Due to the rapid development of the TikTok platform, an increasing number of colleges and universities have begun to use it as a publicity medium. Colleges and universities in Shaanxi Province, China, have achieved certain results in the use of TikTok, but there is still room for overall improvement. Therefore, it is particularly important to study its communication effects and content characteristics. This article aimed to 1) analyze the communication effect of official TikTok accounts of universities in Shaanxi and 2) study the characteristics of communication content of official TikTok accounts of universities in Shaanxi. The sample was the top ten official TikTok accounts in Shaanxi Province universities ranked by the effectiveness of their 289 short videos. They were selected by conducting equidistant sampling on all videos of the top ten official TikTok accounts of higher education institutions in Shaanxi Province over a period of 17 months after encoding them. The instrument for collecting data was Python. Analysis of data by descriptive statistics and content analysis. The research results were found as follows:

1. Dissemination Effects: Users interact frequently, with high video views, some exceeding millions of times. Most university followers are growing rapidly, demonstrating the influence of universities on the TikTok platform.

2. Content Characteristics: The official TikTok accounts of Shaanxi universities feature diverse video themes, encompassing campus culture, educational resources, etc. The content forms are rich, including real-life shooting, animation production, etc. They attract user attention through hot topics, challenge contests, and other means.

3. Issues and Countermeasures: Problems include unprofessional content production, an incomplete operational system, and unstable update frequency. Countermeasures include improving content quality, clarifying account positioning, optimizing promotion strategies, establishing professional teams, and strengthening user interaction.

The research conclusion indicates that the dissemination effect of the official TikTok accounts of universities in Shaanxi Province is characterized by significant user interaction and extensive dissemination influence. The content disseminated is characterized by diversity, innovation, and strong appeal.