JOURNAL OF SOUTHERN TECHNOLOGY

Full Issue

Nitsri Sangduen — 2024-10-05

Structural Equation Model of Emotional Attachment and Influencer Attributes Affecting Decisions of Thai Millennial Tourists in Purchasing Tourism Products and Services

Praphol Chitkati — 2024-10-05

Major businesses in the tourism industry leverage influencer marketing to advertise, review products, and recommend products and services to enhance brand visibility. This research is a quantitative study that aims to analyze the emotional attachment patterns between influencers and the purchasing decisions of Thai millennial tourists regarding tourism products and services. The data were collected through a questionnaire from 415 Thai millennial tourists using simple random sampling. Confirmatory factor analysis and structural equation modeling were applied. The study identified five forms in which emotional attachment influences the decision to purchase tourism products and services: 1) the influencers’ credibility and the enthusiasm of Thai millennial tourists; 2) the empathy of Thai millennial tourists and the psychology of influencers; 3) the attractiveness of Thai millennial tourists and the expertise of influencers; 4) the empathy of Thai millennial tourists and the enthusiasm of Thai millennial tourists; and 5) the expertise of influencers and the psychology of influencers. The elements of influencers that affect the purchase of tourism products and services can be categorized into three forms: the elements of influencers are related to emotional attachment (SMI = emotional); 2) to the relationship with the purchase of tourism products and services (SMI > Purchase); and 3) the emotional attachment is related to the purchase of tourism products and services. In addition, the harmony was found between the model from the conceptual framework and the empirical data. The model can be used to design tourism marketing activities to enable Thai millennial tourists to purchase tourism products and services.

Model of Creative Tourism Management through Community Participation Process: A Case Study of Koh Lae Nang Tourism Community, Thepha District, Songkhla Province

Saree Boonrat — 2024-10-05

Creative tourism that emphasizes community participation not only promotes the local economy but also helps preserve the culture and lifestyle of the community. Additionally, it fosters long-term sustainability by building positive relationships between tourists and local communities. This research aims to: study and examine factors affecting the management models for creative tourism through community participation processes; and develop a management model for creative tourism through community participation processes. The study employs a mixed-methods approach, which includes quantitative research using questionnaires distributed to 140 residents and tourists visiting the community. The data obtained are analyzed statistically using the mean, percentage, frequency distribution, and standard deviation. Qualitative research is conducted through in-depth interviews and focus group discussions with 35 stakeholders in the area. The collected data are analyzed for content and triangulated to confirm the accuracy of the information for developing a management model for creative tourism through community participation processes. This study found that the management of creative tourism through community participation in Koh Laenang tourism community lacks a model and mechanisms for driving the management of enterprise groups, as well as the creation of distinctive community identities and community readiness to accommodate tourists. The factors affecting the management model of creative tourism are divided into four aspects: organizational management systems, community members, entrepreneurs, and tourists. Overall, the assessment of these aspects passed. However, there were some sub-issues related to the planning and the goal-setting that were unable to pass. In addition to developing a management model for creative tourism through community participation, it should focus on a clear management structure, tourism development planning, goal setting, fair income distribution among members, communication with entrepreneurs, and knowledge transfer processes for tourism personnel and community members. This will create a participatory process and a sustainable model for creative tourism management.

Gastronomy Tourism Case Study: Songkhla Old Town, Bo Yang Subdistrict, Mueang Songkla District, Songkla Province

Ratchadaporn Janjaroen — 2024-10-05

Cultural products in the Songkhla Old Town appear valuable through the buildings, unique flavors and colors of the food, but are still not well known by tourists. The purpose of this qualitative research is to study the characteristics and development of gastronomy tourism in the Songkhla Old Town. In-depth purposive interviews were used with a total of 32 people, including restaurant operators, community presidents, staff of the Songkhla Provincial Tourism and Sports Office, staff of the Songkhla Lover Association and Thai tourists. Related concepts, theories and research were also reviewed. Then the obtained data were analyzed, and findings are presented descriptively. Findings revealed four key characteristics of gastronomy tourism in the old town of Songkhla: attractiveness, accessibility, impression and service. First, the food is delicious with the use of fresh, clean ingredients and presented in unique containers. The local restaurants also offer both offline and online sales channels and are well-promoted. However, the narrow streets make transportation difficult, and thus parking is a problem. Entrepreneurs create an impression through customizing their restaurants to fit the context of the old city. Overall, the service of restaurants in the old town of Songkhla is good. In terms of developing local food tourism, the development has primarily been driven by the restaurant operators themselves to attract tourists. Additionally, relevant agencies are also involved in the development especially in facilitating application of academic knowledge and organizing activities to promote more tourism in the area.

Integrated Marketing Communication for Agricultural Tourism using the Brand Archetypes: A Case Study of Phato District, Chumphon Province

Ousanee Sawagvudcharee — 2024-10-05

Agritourism plays a significant role in the tourism industry. However, the challenge has been the lack of integrated marketing communication (IMC) that can effectively represent the unique identity and local brands of agritourism. These brands are created to improve tourism business by allowing tourists to be aware of, recognize, experience them emotionally and psychologically. The researcher is interested in studying the creation of IMC for agricultural tourism using the brand archetypes, with Phato District, Chumphon Province as a case study. The district was selected for its interesting community enterprise group in charge of promoting fruit quality, natural environment, strong agricultural culture, and fame on agricultural tourism. Data were collected from document sources, and semi-structured interviews were used to supplement the document data. Content analysis, critical and thematic analysis were applied. Findings revealed that creating IMC to convey the brand archetypes of agricultural tourism in the area should involve a more analytical approach. This requires delving deep into information related to local agricultural culture that allows a close connection between the brands and consumers. Only then, the brand personality can be conveyed to foster brand recognition, repeat purchases, and long-term sustainability in agritourism.

Enhancing Active Learning Applications for Google Classroom to Improve Learners’ Academic Achievements and Competencies: A Case Study of Pattani Industrial and Community Education College

Kawissara Abdullatif — 2024-10-05

Google Classroom has widely benefited educational institutions by developing a learning management system. However, it has been found that there is a lack of functions to promote active learning activities, which has significantly hindered student achievement and performance. This study aims to develop a set of active learning applications for Google Classroom and measure student achievement and core competencies after using the applications. A sample of 42 students was selected from a group of high vocational certificate students who were in their second year, enrolled in a computer programming course at Pattani Vocational College using a quota sampling method. The course focuses on computer programming for electrical control as part of Electrical Power Engineering program. They were divided into experimental and control groups, and were independent of each other. An achievement test, a competency assessment form of the given tasks and teacher observation, and student self-assessment of core competencies were used as instruments in this study. Data analysis was divided into two parts. One is descriptive statistics, including percentages, mean, standard deviation, median, and skewness. The other is inferential statistics, testing hypotheses at the .05 significance level using the Shapiro-Wilk test for normal distribution, t-Test and Mann-Whitney U Test were used to compare the means of two independent populations, and the Sign Test was used to test the difference between two paired populations.It was revealed that 1) there was no significant difference in the pre-test scores of the two groups; 2) the pre- and post-test scores of the experimental group were significantly higher than the control group; and 3) the post-test scores of both groups were higher than the pre-test scores. The teacher assessment revealed that learners’ competencies in all 5 domains were at a very good level. The highest score was in terms of teamwork and collaboration skills accounting for 97.14%, followed by creativity representing 90.48% and problem-solving, communication, computer and information technology skills representing 89.52% respectively. Therefore, it can be concluded that the enhancement of active learning applications for Google Classroom can effectively improve learning outcomes and student competencies.

The Multi-Level Factors Educational Administration Affecting the Quality of Education in 21st Century of the School in the Office of Nakhon Si Thammarat Secondary Education Service Area

Chitlada Aunpradoem — 2024-10-05

Data collection utilized three distinct questionnaires. For analysis, Path analysis within the Structural Equation Modeling (SEM) framework was conducted using the Lisrel program. Findings indicated: The quality of 21st century education is directly influenced by: Student-level factors such as 21st century learner skills and learning behavior. Class-level factors like teacher skills for the 21st century and their motivation to work. Notably, teacher skills at this level also influence student-level factors. At the school level, administrative quality for the 21st century was highlighted. However, no school-level factors were found to influence the class level. The proposed model aligns well with empirical data. Model validity was confirmed through various indices: χ2 = .13, GFI = 1.00, CFI = 1.00, SRMR = .00; χ2 = .36, GFI = 1.00, CFI = 1.00, SRMR = .01; χ2 = 3.00, GFI = .99, CFI = 1.00, SRMR = .03; χ2 = 5.44, GFI = .93, CFI = .97, SRMR = .07 respectively. The insights derived from this research can inform policy formulation aimed at enhancing 21st century educational quality.

Assessing IT Proficiency in Educational Workplaces of Thailand’s Southern Border Provinces: An Exploratory Sequential Mixed Methods Approach

Aniwat Kaewjomnong — 2024-10-05

The rapid changes in educational institutions require the adoption of more information technology in the organization. This may affect the unskilled personnel who may not be able to use it in their jobs effectively in order to create modern educational institutions. The objective of this research was to study the staff ability to apply information technology at work and analyze the elements to confirm their skills in educational institutions in the 4 southern border provinces of Thailand. This study employed a sequential exploratory mixed methods research design under a pragmatist paradigm. A qualitative approach was conducted first, then the results obtained were used for the quantitative phase. In the qualitative phase, an interpretive phenomenological approach was employed with the data collected from key participants who were selected using purposive and convenience sampling techniques. They are homogeneous and saturation was reached at 7 individuals. The qualitative data were collected through in-depth interviews and analyzed thematically. Quantitative data were collected using a questionnaire with an overall reliability coefficient of .95 from 400 participants who were selected using simple random sampling. Statistical software, including the calculation of mean, standard deviation, confirmatory factor analysis, and structural equation modeling, was employed to assess if the model fits the empirical data. Findings revealed that the skills of personnel capable of utilizing information technology for work in educational institutions include the ability to connect devices to the internet, the use of information technology and digital devices, learning to develop the use of information technology and digital technology, and communication using information technology and digital technology. The confirmatory factor analysis of personnel skills was consistent with empirical data, with an index of goodness-of-fit (χ2) of 12.26, df=10, p=0.268, GFI=0.992, AGFI=0.973, and RMR=0.015. This indicates that the personnel skill model can be used to explain the use of information technology for work in educational institutions and is consistent with the empirical data.

Statistical Analysis for Learning and Test-taking Behaviors in Basic Statistic Business and Application Course

Asmanee Doloh — 2024-10-05

Learning behavior is key to academic success, particularly in hybrid learning systems that rely on technology for learning, research, and communication. These factors lead to varied learning behaviors among students. This study aims to: 1) investigate learning behaviors from subjective homework using Two-Step Cluster analysis, 2) analyze the differences in learning success across different learning behavior groups using the Kruskal-Wallis test, 3) analyze academic achievement from tests and final exam scores for each learning behavior group using the Mann-Whitney U Test, and 4) examine the correlation between multiple-choice and subjective final exam scores related to learning behaviors and test-taking using Pearson's Correlation Coefficient. The sample consisted of 129 students enrolled in the Basic Statistics for Business and Applications course at Prince of Songkla University in the first semester of the academic year 1/2022. The findings revealed that: 1) learning behaviors could be categorized into six groups: those who did not do homework, those who studied alone, in pairs, in small groups, in medium-sized groups, and in large groups; 2) the Kruskal-Wallis Test showed significant differences in learning success among the groups at the .05 significance level (χ2 = 40.23, df = 5, p < .05); the Mann-Whitney U test at a significance level of .05 revealed that students who did not do homework had significantly different success levels compared to other groups (4≤U≤13, p < .05), with the lowest success level while the large groups had the highest success level, which was not significantly different from the pair studying group (U = 226); 3) academic achievement from test and final exam scores showed that all groups had lower final exam scores compared to test scores. Meanwhile the paired t-test showed no significant difference between test and final exam scores for students who did not do homework, studied in pairs, and studied in small groups (t=1.62, 0.00, and 1.71 respectively) while other groups had significantly higher quiz scores than final exam scores at the .05 level; and 4) the Pearson's Correlation Coefficient showed no correlation between multiple-choice and subjective exam scores in all groups, with coefficients ranging from -0.30 to 0.40, indicating that good performance in multiple-choice exams does not necessarily correlate with good performance in subjective exams.

Factors Influencing the Decision of Migration to Southern Region of the Population in Thailand through a Binary Logistic Regression Model

Kamonthip Janmanee — 2024-10-05

Migration involves the relocation of individuals' residences, which affects the demographic structure due to variations in population size across different areas, potentially leading to various problems. In 2021, the southern region of Thailand experienced the highest migration rate, reaching 1.2% of the total population. This research aimed to study the personal factors influencing migration to the southern region of Thailand and to develop a model predicting the probability of migration to this area. The study used a sample of 1,258 individuals and examined factors affecting the migration such as gender, age, marital status, education level, occupation, current province of residence, administrative district, household size, relationship to the household head, hometown, monthly income, and primary reason for migration. The chi-squared test was employed to examine the relationship between these factors and migration, and binary logistic regression analysis was conducted to develop a model predicting migration probability in the southern region. The analysis of personal factors using the chi-squared test revealed that factors of age, current province of residence, administrative district, relationship to the household head, monthly income, and primary reason for migration significantly correlate with migration to the southern region. The logistic regression analysis indicates that the prediction model could accurately forecast migration to the southern region 66.5% of the time. Furthermore, the study found that most migrants were unemployed and had no income, suggesting that relevant agencies could use this information to manage, assist, and address these issues effectively.

Factors Influencing the Risk of Depression among Working-age Population

Kantarote Sookkul — 2024-10-05

The working-age population constitutes a major group of the country with the age range between 15 to 59 years old. They often face various situations that can impact their physical and mental health, particularly depression. Problems of depression and suicide among the working-age population have been frequently reported in the present day. Depression in this age group can be caused by numerous factors. However, the true causes leading to depression remain unknown. This research aims to study the factors that influence the risk of depression among the working-age population. The sample group consists of 760 working-age individuals residing in a northern province whose ages range from 40-59. A multi-stage sampling method was used. Data were collected using a developed questionnaire which went through an examination for its validity and reliability according to the criteria. A depression risk screening form which contains two questions was also used. Data were analyzed using descriptive statistics and binary logistic regression. Results show that the risk of depression among these working-age population was influenced by different factors: demographic, socio-economic, psychological, work-related, and health behaviors. First, demographic and socioeconomic factors include a family history of mental illness, average monthly income, emotional support, and access to information. Second, psychosocial factors include stress, being pessimistic, being cheated and having incurring debts, housing problems, overwork, and conflicts between marriage couples or life partners. Next, work-related factors are those that relate to job performance, recognition, salary and benefits, and teamwork also affect individuals to be at risk of having depression. Finally, health behaviors refer to factors of physical exercise, meditation, prayer, consumption of alcoholic drinks, and smoking. These variables together can predict the risk of depression among the working population with an accuracy of 65.4%. The obtained variable data can be used for surveillance and prevention of depression risk among working population.

The Election Campaign of Female Chief Executive of the Provincial Administrative Organization B.E.2563

Huwaidiyah Pitsuwan Useng — 2024-10-05

Feminism is becoming more popular resulting in having the highest number of females who were elected as chief executives of the provincial administrative organizations in 2020, the highest figure in election history. This research aims to examine general conditions, management strategies, and present guidelines for the development of election campaigns using a qualitative research approach. Key informants were purposively selected, totaling 20 people. Data were collected through in-depth interviews using semi-structured interview questions, and then were analyzed using triangulation. Results of the study indicates that voters were more politically alert every time there was a local election. There was competition between existing and new political groups. Both traditional and new media were used. Organizational management principles and political marketing concepts were applied effectively. This included strict compliance with election laws, planning and setting effective strategies, both male and female campaign leaders understand local politics, creating variety of media channels, the campaign messages are clear, concise, and easy to understand, as well as assessing public opinions of the candidates before and during the election. Moreover, female candidates possessed characteristics that stand out from men such as expressing a motherly instinct and having good communication skills. The campaign slogan explicitly indicated the candidate’s femininity and having a clear political ideology. On top of that, the campaign policies were practical and could actually solve problems or change the province. In addition, the team names were short, concise, easy to remember. When false information was spotted, it was dealt with quickly and replaced by recent updates. It is suggested that political marketing strategies should be applied. There should be a survey of the area and eligible voters. Finally, female candidates must clearly demonstrate a more dominant characteristics than their male counterparts.

A Study of Pattern Inverted Word Order with The Same Morphemes in Chinese and Usage Problems of Thai Students

Pimporn Wattanakamolkul — 2024-10-05

An inverted word order with the same morphemes refers to words that have the special characteristic of forming words with two syllables with related meanings or ones that differ from original meanings. When the word order is inverted, it results in numerous errors and confusion in word use. The objectives of this study are to: 1) analyze the patterns of word order inversion in Chinese, 2) examine the problems and errors in using word order inversion in Chinese, and 3) explore solutions for improving the teaching and learning of correct and systematic use of word order inversion in Chinese. The sample group for this research was 122 students who are third and fourth-year students from 5 universities in Thailand. The research tools consisted of inverted word order with the same morphemes in Chinese and test. Data were analyzed with frequency, percentage, t-test and One-way ANOVA. Results showed that the inverted word order with the same morphemes in Chinese can be divided into three categories based on semantic patterns. In terms of word structure, most patterns are compound words and modifiers. Regarding word function types, the majority are 'noun-noun' patterns. As for the problems and errors in using inverted word order with the same morphemes in Chinese by Thai students, they could be explained as follows. First, the understanding of word order inversion in Chinese has a correctness rate of over 50%. Second, learners have a high level of understanding of word types and categories. Third, frequently encountered words are correctly identified in terms of meaning by learners, but problematic words tend to be those that are difficult and rarely used in daily life, as well as words that retain similar original meanings. Fourth, the learners have an 83% correctness rate in using words in sentence construction. However, the average score analysis revealed that different academic years and institutions show statistically significant differences in test scores at the .05 level. The results from this study can be used to analyze and predict the problems faced by students in order to offer insights for related individuals in solving problems concerning teaching and learning activities as well as fostering effective teaching and learning practices.

The Effectiveness of Cognitive and Metacognitive Strategies in Learning English Vocabulary among Upper - Secondary Students in Three Southern Border Provinces of Thailand and Malaysia

Pratya Binmudnee — 2024-10-05

The vocabulary was the main factor in learning languages. The learners who knew the various vocabulary learning strategies and understood the meaning and the form of the vocabulary could better communicate with others. This research investigated the effectiveness of cognitive and metacognitive strategy use on teaching vocabulary skills among learners in three Southern Border Provinces of Thailand and Malaysia. The participants were 197 high school students studying in three Southern Border Provinces of Thailand and the border states of Malaysia, obtained through the purposive random sampling. Subjects were divided into 48 high students, 76 medium students, and 73 low students based on their percentage of the vocabulary achievement test. As the purpose of this study was to know the effectiveness of cognitive and metacognitive strategies in learning vocabulary of upper – secondary students who have the different English ability in three southern border provinces of Thailand and Malaysia, vocabulary learning strategies questionnaires, vocabulary test, and the interview were employed to find out what cognitive and metacognitive strategies had effects on students’ vocabulary performance. The data were analyzed by using mean and standard deviation. The research hypothesis was tested by two ways Anova F-test. The F- test value of the relation between vocabulary learning strategies and countries was 2.16 with the significance of .05. The findings revealed that the scores of the participants were positively and significantly correlated with cognitive and metacognitive strategy use.

Integrated Knowledge in Tourism System

Chalongsri Pimonsompong — 2024-10-05

The objective of the article was to explore the explanation of tourism extra- disciplinarity in the tourism system framework which begins with two philosophical concepts: ‘Ontology’ and ‘Epistemology’ which are the advent of “Hard Sciences” and “Soft Sciences” and the expansion of several other disciplines. According to the “Tourism and Hotel Discipline Qualifications Framework” announced by Office of Higher Education Commission (OHEC) in 2010, educational institutions have improved their curriculum and better learning management in this field. However, there remain questions about the clear academic nature of tourism discipline that plays a crucial role in the development of demand and supply in tourism system. The findings based on the analysis and synthesis of literature review revealed that tourism is an extra discipline that applied principles, concepts and theories from the fields of science, social sciences, humanities and arts, indigenous knowledge, values-based knowledge, and problem-centered knowledge, which were then synthesized and integrated to align with the context of the studied research area. They were also surveyed and experimented obtain new body of knowledge in the field of tourism that can be used to promote and develop the tourism demand and supply or serve as a model for developing tourism system that is interconnected, which will result in strengthening and modernizing Thailand's tourism industry.

Active Learning Management to Develop Students into Becoming “Innovators”

Sudaporn Nimkham — 2024-10-05

Active learning occurs when learners engage in a learning process through collaborative thinking, doing, and participating in activities. This approach allows students to learn, inspire, develop independent learning skills, discover their own potential, and contribute to the body of knowledge in their fields. All these are the consequences of active learning which gives learners the freedom to carry out real-world experiences based on their own curiosity or passions. It also supports hands-on learning that fosters 21st-century skills. Moreover, through active learning students can turn imagination into creativity, and thus gradually develops them as innovators. This paper aims to present a guideline for active learning to develop learners into "innovators." It explains the current social conditions, desired characteristics of learners in the 21st century, reasons for developing learners to be innovators, characteristics of innovators, as well as approaches to manage active learning in order to turn learners into "innovators."