Kasetsart Journal of Social Sciences

The quality of life and academic achievement of selected grade nine students in De La Salle Santiago Zobel School, Muntinlupa City, Philippines

2026-03-26T15:10:10+07:00

This study examined the connection of quality of life on the academic
performance of students. The quality of life was measured based on the
students’ physical well-being, psychological well-being, autonomy and parents’
relations, social support or peers, and school environment. Their academic
performance was measured based on the General Point Average (GPA). A total
of 70 Grade Nine students participated in the study. The Kidscreen 27 (Ravens
Sieberer et al., 2008) survey tool was used to gather data about the quality of
life while GPA was lifted from the school records. Statistical tools were used to
analyse the data. Findings reveal that students’ quality of life is high (95.7%, 67)
with school environment (β = 0.99, p = .001) having the greatest influence on
the overall perceived quality of life. Their academic performance is at advanced
level (90% and above). The path analysis performed revealed the direct positive
influence of school environment (β = 0.337, p = .04) on academic performance
and the direct positive influence of autonomy and parents’ relation (β = .135)
and social support and peers (β = -0.627) on school environment. Thus, the
overall findings of this study suggest that a friendly academic culture and
human element and presence of social support groups will lead to improved
academic performance and quality of life. Likewise, this study recommends
for the schools to sustain the protective factors and regulate the risk factors
such as too heavy an academic workload, that affects the students’ academic
performance.

The marketing strategy for Buddhist tourism based on faith and belief in relation to Thailand’s soft power model

2026-03-26T15:12:52+07:00

This academic article aims to investigate the marketing strategies for Buddhist
tourism, emphasizing the utilization of faith and belief in the context of
Thailand’s soft power model. Through a comprehensive literature review,
the study systematically collects and analyses secondary data from various
sources, including scholarly literature, theories, articles, and previous research.
It presents an exploration of national competitiveness enhancement through the
promotion of creative works within different regions, characterized by elements
of soft power. The article examines the concept of soft power in Buddhist
tourism, proposing that faith and belief serve as fundamental determinants.
Furthermore, it outlines the marketing strategies for Buddhist tourism utilizing
the 7 P’s framework, which includes Product, Price, Place, Promotion,
People, Process/Presentation, and Physical Evidence. The analysis suggests
that integrating marketing mix concepts and brand awareness strategies can
facilitate a deeper understanding of the marketing approaches employed in
Buddhist tourism, driven by faith and belief in alignment with Thailand’s soft
power model.

Middle School Students’ proficiency in solving Ill-Structured problems with scenario-based assessments: A case study

2026-03-26T15:15:18+07:00

This study investigates middle school students’ proficiency in solving ill-structured
problems (ISPs) to inform problem-solving education improvements. A qualitative
case study involving 60 private school students employed a validated scenario
based assessment (10 questions). Written responses were analyzed across
problem representation and solution generation stages. Results show moderate
proficiency (55%–65%), with strengths in solution generation (65%) but
weaknesses in problem statement definition (55.42%) and solution evaluation
(55%). These findings underscore the need for comprehensive problem-solving
exercises in educational frameworks to enhance analytical and evaluative skills.
The study highlights the importance of integrating targeted problem-solving
experiences into middle school curricula, reflecting real-world complexities.
Findings suggest educators should focus on developing students’ abilities
to define problems and evaluate solutions. By addressing these weaknesses,
educators can foster critical thinking, creativity, and adaptability in students.
This research contributes to the understanding of middle school students’
ISP-solving abilities and informs evidence-based instructional strategies.
The study’s results and implications provide valuable insights for educators,
researchers, and policymakers seeking to improve problem-solving education.

Digital transformation in education and determinants of consumer acceptance of school book publishing product innovation

2026-03-25T14:55:05+07:00

The Industrial Revolution 4.0, accelerated by the conditions of the COVID-19
pandemic, has brought significant changes in various lifelines, including
education. The transition from traditional education, which relies heavily on
printed teaching materials, has gradually begun to integrate with digital learning
resources and learning facilities. The stakeholders involved, such as the
government, schools (teachers), students, parents, and material book publishing
companies, go through various stages of adapting to digital transformation.
This study aims to analyze the stakeholder mapping system related to digital
transformation in education in Indonesia and also to measure the ability to pay
and the level of consumer (school) acceptance of digital product innovations
carried out by school book publishing companies. The researchers used a
mixed convergent parallel design approach. The qualitative research conducted
uses stakeholder analysis with Macbook software. Data were collected by
conducting interviews and focus group discussions (FGDs) with selected
resource persons representing each group. This study involved 119 primary and
high schools in Central Java Province, which were selected as research samples
using the Slovin formula. The willingness-to-pay (WTP) analysis was used to
determine the ability to pay, and the TAM method was used to determine the
determinants of consumer acceptance. The results showed that schools have the
most dominant role among other stakeholders. Digitalization in education is
considered adequate and efficient for improving the quality of learning.

“I think it is more convenient to work alone while studying online”: Exploring learning style preferences among Thai university students in online Chinese language courses

2026-03-25T15:08:00+07:00

Despite extensive studies on foreign language learning styles, few have
explored them in online environments, especially for Chinese language courses
in Thailand. This study addressed this research gap by analyzing the online
Chinese language learning preferences of Thai university students in the
southern border provinces. Employing a mixed-methods research design, data
were collected from 248 students at three universities through questionnaires
and semi-structured interviews. Quantitative analysis, using descriptive
statistics, revealed strong preferences for Individual (X = 3.76), Visual
(X = 3.65), Kinesthetic (X = 3.63), and Auditory (X = 3.61) learning styles,
evidenced by high utilization rates, while Group (X = 3.49) and Tactile
(X = 3.46) were moderately utilized. Through qualitative content analysis,
students expressed a preference for individual tasks, largely due to unreliable
internet connectivity and difficulties in coordinating online group activities.
Visual and Auditory were preferred for their effectiveness in enhancing
retention and understanding, compensating for the absence of physical
interactions. Conversely, Group and Tactile were perceived as less effective in
virtual environments caused by logistical challenges. These insights suggested
a need for educators to adapt online instructional strategies. By accommodating
dominant learning styles, educators can enhance student engagement and
educational outcomes in online Chinese language classrooms.

Exploring teacher leadership readiness: Effects on school transformation and student engagement in Indonesia

2026-03-26T09:52:49+07:00

This study explores teacher leadership readiness and its impact on various
aspects of school transformation, including improvements in school culture,
teaching practices, and student engagement in Indonesia. A mixed-methods
approach was employed, utilizing a survey to assess teacher leadership
readiness across four key domains: school culture, teacher leadership work,
teacher leadership demand, and teacher leadership supply. The quantitative
data revealed that social readiness for teacher leadership was significant, with
an average score of 65 percent indicating that approximately 70 percent of
teachers felt adequately prepared for leadership roles. The study identified
key positive changes, including increased collaboration among teachers, the
adoption of innovative teaching methods, and enhanced student participation
in classroom learning activities. A supportive environment characterized by
open communication, shared objectives, and collaborative efforts was found
to optimize student performance. The results underscore the essential role
of teacher leadership in enhancing the effectiveness of school organizations.
Future research should focus on the specific requirements for teacher leadership
roles, particularly for non-teaching leaders, and could benefit from longitudinal
studies to track changes in readiness over time or cross-country comparisons to
explore variables affecting leadership readiness.

Key performance indicators and factors influencing accomplishments of pilot schools in Chiang Mai education sandbox under the Education Sandbox Act B.E.2562

2026-03-26T09:58:55+07:00

The purpose of this research was to analyze the components of success
indicators for pilot schools in Chiang Mai Province, in accordance with
the Education Sandbox Act B.E. 2562. The target group consisted of
1,668 individuals, including teachers and administrators from pilot schools,
provincial education officials, administrators from primary and secondary
education service areas in Chiang Mai, educational supervisors, and faculty
members from teacher training institutions who had previously conducted
research in pilot schools. The instruments used were focus group discussion
records and a success indicator questionnaire consisting of 53 items, all of
which demonstrated discriminative power and a reliability coefficient of .987.
Content analysis, t-tests, Cronbach’s alpha coefficients, correlation coefficients,
the Kaiser-Meyer-Olkin statistic, and exploratory factor analysis were
employed in the research.
The findings revealed 53 success indicators categorized into five components:
(1) Teacher competencies in designing instruction and assessing learning
outcomes for sustainable student development, with 18 indicators;
(2) Administrative competencies aimed at building confidence among teachers
and stakeholders to drive the organization towards sustainable education,
with 13 indicators; (3) Schools having a systematic process for teacher
and curriculum development according to the Educational Innovation Area
Act B.E. 2562, with 12 indicators; (4) A positive working culture among
teachers and administrators, with 5 indicators; and (5) Reinforcement
from student outcome visibility and support from teacher training institutions,
with 5 indicators.

Implementation of the school literacy movement at SDN Margorejo III Surabaya

2026-03-26T10:03:21+07:00

The School Literacy Movement (Gerakan Literasi Sekolah, GLS) is a national
initiative to improve students’ literacy skills in Indonesia. Especially at SDN
Margorejo III Surabaya, it is important to analyze the implementation of the GLS
post-Covid-19 to understand the effectiveness and challenges faced. This study
aims to fill the knowledge gap regarding the impact of the GLS implementation in
post-pandemic primary schools. This study used descriptive qualitative methodology
by collecting data through documentation, observation, and interviews. The results
showed that the implementation of the GLS in SDN Margorejo III Surabaya
went well in all stages, namely, the habituation, development, and learning
stages. However, some of the obstacles faced include students who still cannot
read, lack of reading fluency and material comprehension, and inconsistency in
the implementation of the GLS. According to the perceptions of principals and
teachers, the GLS was very effective with an increase in Computer-Based National
Assessment (Asesmen Nasional Berbasis Komputer, ANBK) scores, increased
student critical thinking, ability to choose appropriate reading materials, and
responsiveness to questions. The recommendation is to improve the implementation
of the GLS by involving the community regularly and forming a School Literacy
Team that actively collaborates with community elements to organize literacy
activities. This study provides important implications for education policy and the
implementation of literacy programs in the future.

Culturally responsive curriculum and pedagogical practices for ethnic minority students in the northern province of Thailand

2026-03-26T10:10:31+07:00

This study examines the implementation of culturally responsive curriculum
and pedagogical practices for ethnic Karen students in northern Thailand.
Using a qualitative approach with participatory action research (PAR) elements,
the study involved document analysis, interviews, classroom observations,
and collaborative teaching unit design at Ban Karen School. Findings reveal
a complex landscape of culturally responsive pedagogy (CRP) implementation.
While the school’s curriculum remains predominantly Thai-centric, some
teachers incorporate students’ ethnic backgrounds into extra-curricular activities
and specific lessons. The school principal demonstrates support for CRP,
but teachers lack formal training in multicultural education. Students respond
positively to culturally responsive activities, showing increased engagement
and cultural pride. However, significant challenges to CRP implementation
include high teacher turnover, heavy workloads, lack of resources, and
cultural and linguistic mismatches between teachers and students. The study
recommends implementing ongoing professional development programs
focused on CRP, revising school policies to value Karen language use,
and creating a school-wide CRP implementation plan. These findings
contribute to understanding the complexities of implementing culturally
responsive education in ethnically diverse contexts and suggest pathways
for creating more inclusive learning environments for ethnic minority students
in Thailand.

Investigating values education teachers’ competencies in classroom assessment in Philippine secondary schools

2026-03-26T10:16:23+07:00

This research employed a descriptive design to assess the competence of 101 Values
Education teachers in the northern Philippines across various assessment standards
using a validated survey questionnaire. The findings indicate that the teachers have
a low level of competence in classroom assessment with an overall mean of 1.38.
The study also highlights the prevalent use of traditional assessment methods, with
a notable reliance on multiple-choice tests (96.04%), while the least-used assessment
method is the cloze test (14.85%). The identified challenges include time constraints
in test preparation (85.14%), and student-related issues such as low performance
(93.07%). Additionally, only a few teachers (10.30%) from the total population
expressed a priority for training in areas like testing methods and computer
applications. Improving these competencies could enhance student engagement,
foster critical thinking, and lead to more accurate evaluations of students’ learning
progress. These findings underscore the necessity for targeted professional
development programs that focus on enhancing assessment literacy, particularly in
creating and utilizing alternative assessment methods like portfolios and performance
assessments. The study concludes with recommendations for systematic professional
development and curriculum enhancements to improve assessment practices in
Values Education, ultimately contributing to the overall quality of education.

Bibliometric analysis: Teacher’s perception of speech learning needs based on social cognitive theory with VOSviewer

2026-03-26T10:28:58+07:00

Teachers’ views on teaching speaking skills vary. Their experience and
understanding of Social Cognitive Theory shape these views. Effective
communication relies on developing speaking skills, a crucial aspect of
language learning. Furthermore, teachers must consider the cognitive and social
factors that impact students’ learning experiences. The purpose of this research
is to describe, and understand teacher knowledge and understanding and
explain teacher perceptions about the need for appropriate methods of teaching
speaking. This study investigates teachers’ perceptions of speech learning needs
based on social cognitive theory, revealing variations tied to their experience,
knowledge, and understanding of the theory. This study employed a descriptive
qualitative approach to investigate teachers’ perceptions of speech learning
needs. Twenty teachers from several high schools in Singkawang City were
interviewed using semi-structured interviews. A systematic literature review
(Scopus, 2022–2023) yielded 4856 documents, with 379 relevant documents
analyzed using VOSviewer version 1.6.17 and descriptive qualitative methods
supported by an interactive model. The findings highlight the need for teachers
to adopt a more student-centered approach. Implications suggest that teachers
knowledgeable in social cognitive theory can significantly enhance speech
learning by identifying students’ strengths and weaknesses, providing targeted
praise, and offering constructive suggestions, thereby fostering an engaging,
supportive, and effective learning environment that promotes continuous
speaking skills development.

Causal factors and effects on entrepreneurial intentions of vocational students

2026-03-26T10:34:52+07:00

The research objectives are (1) to analyze the level of entrepreneurial
intention, attitudes towards entrepreneurship, self-efficacy for entrepreneurship,
characteristics of lifelong learners, and entrepreneurial behaviors of vocational
students, (2) to develop and examine the coherence of the cause-and-effect
model of vocational students’ entrepreneurial intentions, and (3) to study the
direct and indirect effects of factors affecting the entrepreneurial intentions
and entrepreneurial behaviors of vocational students. The research samples are
1,122 vocational students at the high vocational certificate using the multi-stage
random sampling. The research instrument was a rating scale questionnaire.
The data were analyzed using descriptive statistics, and the structural equation
model was analyzed using the Mplus 8.6 program.
The findings of the study revealed that (1) the level of entrepreneurial
intention (M = 3.14, SD = 0.84), attitudes towards entrepreneurship (M = 3.22,
SD = 0.79), self-efficacy for entrepreneurship (M = 3.21, SD = 0.79),
characteristics of lifelong learners (M = 3.18, SD = 0.81), as well as entrepreneurial
behaviors of vocational students (M = 3.21, SD = 0.83) appeared at a medium
level for all variables, (2) the development results of the cause-and-effect
model of entrepreneurial intentions were consistent with the empirical data
with χ² (154) = 1,206.10, p < .001, RMSEA = .08, CFI = .97, TLI = .97, SRMR
= .03, (3) the self-efficacy embraced the greatest effect on entrepreneurship,
where the total influence value on entrepreneurial behaviors was .60.
The direct effect was .55, and the indirect effect on entrepreneurial behaviors
through entrepreneurial intentions and attitudes towards entrepreneurship
was .05.

Determinant factors that influence critical thinking skills of high school students

2026-03-26T10:38:27+07:00

This research aims to determine the influence of problem-based learning and
learning styles on students’ critical thinking skills. The study finds that the
application of problem-based learning and preferences related to learning styles
are some of the variables that have an impact on students’ critical thought
skills. Learning that still focuses on memorization and the teacher’s role is
still dominant tends to cause low critical thinking abilities. This research uses
a quantitative approach with explanatory research and uses PLS-SEM
techniques for data analysis. The number of respondents is 100 high school
students with purposive sampling technique, with the respondents in the
Superior Category school, Medium and Low Category school. The results
showed that a problem-based learning model in learning had an impact on
improved critical thinking skills of high school students. Thus, adjusting
the learning style to student preferences has a positive impact on the critical
thinking skills of high school students. The synergy between problem-based
learning with the right learning styles significantly improves the ability to
think critically, thereby achieving optimal learning outcomes. These results
provide an empirical basis for designing more effective educational strategies,
equipping students for future intellectual and practical challenges. Practically,
with the implications of the results of this study, teachers can integrate various
learning strategies that are appropriate to the various learning styles of students,
and design activities that encourage students to think critically. To increase
understanding of critical thinking skills, further research needs to add cultural
variables, learning motivation, and differences in students’ cognitive abilities.

Leveraging social issues in writing Practices: Will metacognitive strategy help university students’ critical literacy?

2026-03-26T10:44:05+07:00

The ability to write in a critical way is considered a challenge in today’s learning.
Classroom practices need to be supported with a suitable learning strategy
which can help learners boost their critical thinking. This study aims to
(1) investigate whether metacognitive strategy in writing can help increase
students’ critical literacy, (2) investigate how metacognitive strategy in
writing impacts students’ critical literacy. A mixed-method approach was
used to respond these research questions. 61 participants in university level
participated to fill out the questionnaire to assess their beliefs and perceptions
in use of metacognitive strategy in their writing process. Descriptive statistics
was used to summarize the students’ responses, providing an overview of their
perceptions and self-reported use of metacognitive strategies. The findings
provide evidence that metacognitive strategy enhances students’ critical literacy
in analytical capabilities about social issues. Therefore, the results of this study
indicate the improvement of students’ critical literacy skills by practicing
writing on social issues with metacognitive strategies as teaching strategies.
The results align with previous studies that indicate addressing social issues
in writing can potentially foster a deeper understanding and critique of social
structures. The findings suggest that metacognitive strategies may contribute to
the enhancement of students’ critical literacy in their ability to analyze social issues.

The high school path to self-directed learning: Navigating through learning ecosystem, modern teaching, achievement motivation, and the mindset roadmap

2026-03-26T10:51:48+07:00

This research investigated the influence of the Learning Ecosystem, Modern
Teaching, Achievement Motivation, and Mindset on Self-directed Learning
among students. It also examined the mediating role of mindset between the
three factors and students’ Self-directed Learning. The study involved 984 high
school students in Thailand, with data collected through questionnaires having
reliabilities ranging from 0.766–0.928. Partial least square structural equation
modeling and serial mediation analysis were employed. The findings revealed
that the Learning Ecosystem, Modern Teaching, and Achievement Motivation
had significant positive direct effects on Self-directed Learning. Mindset played
a crucial mediating role, where a Growth Mindset significantly enhanced
the effects of the Learning Ecosystem, Modern Teaching, and Achievement
Motivation on Self-directed Learning. In contrast, a Fixed Mindset had only
a small direct effect on Self-directed Learning. The model variables could
explain 64.6 percent of the variance in Self-directed Learning. These findings
suggest important policy implications: promoting Self-directed Learning should
focus on developing exploratory and experimental Learning Ecosystems,
coupled with student-centered Modern Teaching using technology and
fostering higher-order thinking. Cultivating Achievement Motivation and
a Growth Mindset is crucial, as it will enable students to develop Self-directed
Learning skills – an essential foundation for lifelong learning in today’s
rapidly changing world.

Constructing an instrument to measure and evaluate problem-solving skills in elementary school students: A focus on mathematical word problem-solving

2026-03-26T11:00:24+07:00

This study focused on developing and validating an instrument to assess
elementary school students’ abilities in solving mathematical word problems,
specifically targeting their skills in understanding, planning, applying strategies,
and evaluation. Using the ADDIE instructional design model, a 30-item multiple
choice test consisting of word problem-solving was administered to 500 fourth
grade students (252 males, 248 females, aged 9–11) from three schools in Depok,
Indonesia. Each of the 30 items was presented in a story-telling question format,
requiring students to read and comprehend a real-world mathematical scenario
before solving it. The questions were designed to test different cognitive aspects,
including the student’s ability to understand the problem, plan an appropriate
solution, apply mathematical strategies, and evaluate the correctness of their
solution. The validity and reliability of the instrument were analyzed using
Rasch analysis. Two trials were conducted. In Trial 1 (n = 200), the instrument
demonstrated high item reliability (0.96) but low person reliability (0.58), with
seven items identified as misfitting. Trial 2 (n = 300) showed an improvement
in person reliability (0.67) and sustained high item reliability (0.98), though
overfitting was observed. The results contribute to the creation of a valid and
reliable tool for assessing problem-solving abilities in mathematical word
problems. The findings emphasize the importance of targeted interventions to
enhance students’ problem-solving skills, offering insights for improving teaching
and assessment practices. This research adds to the development of assessment
instruments in mathematical problem-solving and deepens the understanding of
elementary students’ problem-solving abilities.

Enhancing skill development and student knowledge retention through the use of AR/VR in educational technology

2026-03-26T11:16:50+07:00

This quantitative study explores the impact of augmented reality (AR), virtual
reality (VR), and adaptive learning on student competency. Using Structural
Equation Modeling (SEM) analysis, data from 197 students enrolled in an
educational technology course were analyzed. The results showed that AR/
VR significantly improved practical skills (R² = 0.60) and knowledge retention
(R² = 0.77), while adaptive learning increased student engagement and
motivation (coefficient = 0.52). Specifically, AR/VR improved long-term
knowledge retention and practical skills development, addressing a research
gap on its effectiveness in education. Metaverse, AR/VR, and adaptive
learning were shown to complement each other, optimizing learning outcomes.
The findings of this study have significant implications for educators,
policymakers, and technology developers seeking to leverage immersive
technologies. Key Points: 1) Enhanced knowledge retention through AR/VR
(R² = 0.77). 2) Enhanced practical skills development through AR/VR (R² = 0.60).
3) Enhanced student engagement and motivation through adaptive learning
(coefficient = 0.52). 4) Effective AR/VR and adaptive learning combination for
holistic learning outcomes. This study contributes to understanding immersive
technologies’ impact on student competencies, providing empirical evidence for
informed decision-making. The results present strategies for integrating AR/VR
and adaptive learning into educational practices, ultimately enhancing student
learning experiences and outcomes.

Enhancing student motivation in higher education: A novel application of the love learning model

2026-03-26T11:22:00+07:00

This research examines the effectiveness of the “Love Learning” model in
increasing student motivation in the context of higher education. The primary
objective is to address the declining levels of motivation for students observed
in recent years and explore innovative approaches to increase engagement.
Employing a quantitative research design, the study involves pre-test and
post-test of a semi-experimental approach conducted at four universities in
Indonesia. A total of 800 students participated, providing data through structured
questionnaires that assessed their perceptions of the “Love Learning” model and
their motivation levels. Statistical analyses, including paired t-tests and Pearson
correlation coefficients, were utilized to evaluate the impact of the model on
student motivation. The results indicated a statistically significant increase in
motivation levels following the implementation of the “Love Learning” model,
with a paired t-test showing a significant difference (t(799) = 12.45, p < .001)
and a moderate to large effect size (d = 0.85). Additionally, a strong positive
correlation (r = 0.75, p < .001) was found between students’ perceptions of
the model and their motivation levels, suggesting that positive perceptions are
associated with increased motivation. In conclusion, the results highlight the
effectiveness of the “profit education” model as an effective strategy to increase
student motivation and engagement in higher education. The study supports the
broader adoption of a student-centered approach to create supportive learning
environments that promote academic success and retention.

Impact of Americanization on French language education in the Thai educational system

2026-03-26T11:28:07+07:00

The purpose of this qualitative research is to study the impact of Americanization
on French language education in the Thai educational system, with a focus
on curriculum, instruction, and personnel. Employing a focused ethnographic
approach within a critical paradigm, the research utilizes qualitative methods,
including documentary analysis, in-depth semi-structured interviews, and both
participatory and non-participatory observations. Fifteen French language
teachers were selected through gatekeepers and snowball sampling to explore
their experiences in adapting teaching practices under the influence of
Americanization.
Thematic analysis reveals significant shifts in curriculum design, instructional
practices, and the professional experiences of teachers. The findings indicate
a marked shift towards English programs at the expense of French, driven
by societal perceptions of English as essential for success and modernity.
This shift has led to decreased interest and investment in French language education,
with teachers facing challenges in balancing institutional policies that prioritize
English with the need to maintain effective French instruction. The study’s findings
align with Foucault’s concepts of biopower and discursive practice, illustrating
how Thai educational policies regulate linguistic capabilities and influence the
adaptation strategies of French language teachers within the power/knowledge
paradigm.
The study concludes with a discussion of the broader effects of Americanization
on language education in Thailand and offers recommendations to promote
linguistic diversity, cultural preservation, and educational equity. Addressing
the impact of Americanization is crucial for teachers, policymakers, and
stakeholders in navigating the complexities of language teaching management
in Thai society.

The reasons behind consumers’ over-the-top (OTT) online streaming subscription and retention in Thailand

2026-03-26T13:04:14+07:00

The emerging entertainment platform called Over-the-top (OTT) has
gained significant popularity in Thailand; there are limited studies available.
This study aims to investigate the reasons behind consumers’ OTT online
streaming subscriptions and retention in Thailand. The proposed conceptual
model was based on the uses and gratification theory (UGT) and consumption
values theory (TCV). The measurement model utilized confirmatory factor
analysis (CFA), and structural equation modeling (SEM) was applied to analyze
data from 468 respondents in order to test the hypothesis. The findings revealed
that entertainment and content quality influenced both consumers’ subscription
and retention, whereas personal customization affects subscription but does
not impact retention. This study contributes to the academic literature and
stakeholders in the OTT industry. The findings add to the body of knowledge
for OTT service providers on customer behavior and regulators on supporting
policies.

The develop management guidelines for learning spaces in Yala province to promote Yala brand image, Thailand

2026-03-26T13:11:11+07:00

This research aimed to 1) identify and design learning spaces in Yala province,
2) manage learning spaces in Yala province, and 3) promote Yala brand image.
Qualitative and quantitative research methodologies are used. The qualitative
study utilized focus groups with 30 experts to identify learning areas and
40 Yala youth to establish competencies for learning managers. Meanwhile,
a quantitative study on satisfaction surveys and media perception was
undertaken with 139 persons from six distinct Yala municipal areas. The data
are analyzed using content analysis and SPSS. The conceptual framework
consists of 4 components, as follows: (1) The information of Yala province,
comprising of (1.1) learning space, (1.2) Youth development, and (1.3) stage to
showcase; (2) media video clips, comprising of (2.1) architecture, (2.2) cuisine,
and (2.3) fabric, (3) Satisfaction surveys and (4) media impressions, comprising
of (4.1) Tiktok, and (4.2) Youtube. The results indicated that the old market
is a physical learning space and has varieties of cultural identities. Manage
learning spaces in collaboration is comprised of three phases 1) develop a city
development plan (5 years) to plan joint activities with other organizations
2) plan annual activities (Events) and 3) promote and disseminate activities,
advocating for activity support, or networking for activity implementation.
The old market is an important cloth trading market a well-known area
for savory and sweet food, such as local restaurants that are published through
clip video as live streamimg, Tiktok and YouTube.

Customers’ value co-creation behaviors on mobile banking service in China: Investigating the antecedent roles of service quality, Gamification, customer engagement, and generation cohort

2026-03-26T13:19:02+07:00

This research aimed to examine antecedent factors’ effects on customer value
co-creation behaviors in Chinese banking industry by adopting Cognitive
Motivational-Relational theory and Broaden-and-Build theory. It investigates
the moderating effects of Gamification and generational differences on customer
engagement and CVCB, respectively basing on Gamified Learning Theory and
generational theory. This study elucidates the advantage of exploring antecedent
factors that influences CVCB from holistic viewpoint. From 690 gathered
online survey questionnaires, statistical analysis results from this research
confirmed the positive effects of mobile banking service quality, customer
engagement and generation cohort differences’ on CVCB under Chinese mobile
banking context. These research findings provide valuable information for
policy makers and assist them in creating competitive marketing tactics that
maintain and engage customers under Chinese cultural context.

Unraveling the customer loyalty: Performance drivers of loyalty in low-cost airline business

2026-03-26T13:28:43+07:00

This study investigates the critical role of performance in low-cost airline businesses,
focusing on its impact on perceived value and customer loyalty. Specifically,
it aims to analyze factors influencing low-cost airline performance on loyalty and
examine perceived value as a mediator in this relationship. Data were collected
from 377 customers of low-cost airlines using a structured questionnaire.
Exploratory factor analysis and Process Model 4 were employed to analyze
the data. The findings reveal that airline performance significantly influences
customer loyalty, confirming the direct impact of core operations and service
quality. Moreover, perceived value mediated this relationship, indicating that
customers’ perceptions of value play a crucial role in translating performance
into loyalty. Hedonic value fully mediated the relationship between safety
performance and customer loyalty, while utilitarian value partially mediated the
effects of core and service performances on loyalty. The findings offer valuable
insights that can inform the development of effective business strategies for
low-cost airlines, enhancing their competitiveness and customer retention.

An analysis of intercultural challenges and desired competencies of the U.S. and Thai employees of a large international organization in Thailand

2026-03-26T13:32:24+07:00

As Thailand is advancing its roles on the international stage, the study recognizes
the significance of intercultural training and development in Thailand and
responds to the inconclusive scholarly discussion about effective intercultural
training. This article presents an analysis of intercultural challenges and
desired competencies of the U.S. and Thai employees of a large international
organization in Thailand. It is a part of a broader study encompassing the whole
ADDIE (Analysis, Design, Development, Implementation, and Evaluation)
instructional design model. Only the Analysis phase will be presented in this
article. The study uses a case study research method and data are collected
through focus groups, semi-structured interviews, observation, and literature
reviews. The analysis found shared patterns of competencies and challenges
between the two different cultural groups. The shared competencies present the
affective, knowledge, skills, and behavioral elements, while the shared challenges
encompass language competency, direct versus indirect communication, and
cultural and organizational norms. The findings demonstrate that intercultural
competence in the workplace is contextual as it goes beyond national cultures
and communication alone.

Readiness for organizational change scale: The adaptation and validation of the Indonesian version

2026-03-26T13:41:49+07:00

This study aimed to adapt and validate the Readiness for Organizational Change
Scale by Holt et al. in the Indonesian version. A total of 222 participants in this
study were line and middle managers of state-owned cement manufacturing
companies in Indonesia that were undergoing changes in restructuring and
efficiency. Data were collected by online questionnaires through email.
The adaptation process was guided by the International Test Commission
(ITC). Validation was obtained through content validity based on the Aiken
formula. The Confirmatory Factor Analysis (CFA) and convergent validity
were conducted through Pearson correlation. The Indonesian version of
the Readiness for Organizational Change scale showed promising results.
The Content Validity using the Aiken validity value indicates that the items
had good values (0.80–0.95). The CFA results also meet the goodness of
fit indicators at χ2/df, which are RMSEA, CFI, NFI, RFI, AGFI, and GFI.
Construct Reliability (CR) and Average Variance Extracted (AVE) on the
dimensions were Appropriateness (CR=0.94, AVE=0.61), Managerial Support
(CR=0.92, AVE=0.67), Change Efficacy (CR=0.89, AVE=0.59), and Personal
Valence (CR=0.80, AVE=0.57). The convergent validity test reported that
RFOC and its dimensions had a positive correlation with PsyCap and OCB,
along with all their aspects. The Indonesian version of the Readiness for
Organizational Change scale had good psychometric properties and evidence of
validity, especially for employees in state-owned enterprises.

Effects of mental health literacy promoting program on mental health literacy and psychological distress in Thai secondary school students: A quasi-experimental study

2026-03-26T13:53:56+07:00

Mental disorders are acknowledged as a public health concern that develops
throughout adolescence. Implementing a mental health literacy program is
essential for preventing these disorders. This quasi-experimental investigation
evaluates the impacts of a mental health literacy promoting program (MHLPP)
on mental health literacy and psychological distress in Thai secondary school
students. A multi-stage, random sampling method was employed to select 66
students as participants at secondary schools in Nakhon Pathom province,
Thailand, during the second semester of the 2023 academic year. These students
were divided into an intervention group (n=33) and a control group (n=33) based
on their classrooms. Data were gathered using a modified Mental Health Literacy
Questionnaire and the Thai version of the General Health Questionnaire (GHQ),
with Cronbach’s alpha reliabilities of .75 and .94, respectively. The mean scores
of mental health literacy and psychological distress between the two groups
were compared using independent t-test and Mixed-model ANOVA. Results
demonstrated that the intervention group had significantly higher mean mental
health literacy scores and significantly lower mean psychological distress scores
at both post-intervention and two-week follow-up stages compared to the control
group. Moreover, the mental health literacy scores were significantly improved
immediately after and two weeks after the program, compared with the baseline
(pre-test). Psychological distress scores were also significantly elevated post
intervention and two weeks follow-up compared with the baseline. These findings
indicate that the MHLPP has the potential to enhance mental health literacy and
alleviate psychological distress among secondary school students.

Lessons from COVID-19 for the future: destination image revival for crisis management

2026-03-26T14:04:05+07:00

This study examines the impact of the destination image revival through the
Sandbox Program for crisis management of Phuket’s image as a tourist destination
in light of the significant impact of the COVID -19 pandemic on global tourism.
A data analysis was conducted based on responses from 296 Chinese visitors
obtained via online questionnaires. The analysis included exploratory factor
analysis, confirmatory factor analysis, and paired-sample T-tests. The findings of
the study indicate that there were significant changes in individuals’ perceptions
on many criteria, including accessibility, cost/price, personal safety, food and
entertainment, and risk of infection, both before and during implementation of
the program. In contrast, ratings of natural attractions, climate, hospitality, and
crowding decreased. In addition to its empirical contribution, this study expands
our understanding of destination image management in the dynamic tourism
scene by drawing lessons learned from the COVID-19 pandemic. The study has
implications for government agencies, destination management organizations,
and stakeholders in the tourism and hospitality sector. It provides valuable
information for these entities in terms of preparation and response strategies for
future disruptions that may impact global travel.

Self-service kiosk at fast food restaurant: The role of hedonic motivation, performance and effort expectancy

2026-03-26T14:14:39+07:00

This study examines the behavior intention of self-service kiosks at fast
food restaurants based on performance expectancy, effort expectancy, and
hedonic motivation. The study was conducted in Indonesia, through an online
survey, yielding 110 valid responses from those who had experienced using
self-service kiosks from one of five fast food restaurants. The findings revealed
that despite having used self-service kiosks at numerous fast food brands,
respondents’ preference was McDonald’s. This study affirms that customers’
intention to use self-service kiosks is significantly and positively influenced by
hedonic motivation and effort expectancy, but not by performance expectancy.
This indicates that customers’ intention is not significantly impacted by their
perception of self-service kiosks’ usefulness. Further, female customers are
more likely to be influenced by various factors in their intention towards
technology compared to male customers. This research contributes to existing
knowledge on technology adoption, providing restaurants with insights into
market attitudes toward their technology. Moreover, our study suggests that
fast food should focus on creating self-service kiosks not solely as ordering
tools, but also as engaging technology that arouses customers’ feelings
of enjoyment while using it. Also, self-service kiosks should be easy to
navigate with no complicated steps to follow, ensuring they can be easily
used by everyone, including first-time users.

A multi-factor structural equation modeling analysis of entrepreneurial readiness in hotel industry post COVID-19: The case of Pattaya city, Thailand

2026-03-26T14:24:43+07:00

This study sets out to unveil the core drivers of Entrepreneurial Readiness
among hotel entrepreneurs in Pattaya City, aiming to (1) develop and validate
a multi-latent SEM framework that gauges readiness; (2) explore how key
competencies shape resilience; and (3) offer strategic recommendations
to fortify the hospitality sector’s sustainability in the post-COVID-19 era. Using
a robust quantitative design and stratified sampling of 300 hotel entrepreneurs,
this analysis employs Partial Least Squares-Structural Equation Modeling
(PLS-SEM) to reveal critical insights. Strikingly, Financial Capability emerged
as the most influential factor in entrepreneurial readiness, underscoring that,
above all, financial resilience is the bedrock for navigating uncertain times.
Contrary to prevailing theories, competencies such as Strategic Management
Competence, Technological Innovation, and Customer-Centric Strategies
showed limited direct impacts, suggesting that practical financial stability is
prioritized over adaptability or innovation in crisis recovery. Further, Market
Adaptability and Regulatory Compliance played minor roles, hinting that
entrepreneurs’ primary focus in Pattaya’s tourism-dependent economy remains
on securing financial foundations. This research offers a unique, context-specific
perspective, highlighting financial capability as the cornerstone of resilience
and redefining entrepreneurial priorities in one of Thailand’s most vital
tourism hubs. These insights serve as essential guidance for both entrepreneurs
and policymakers striving to future-proof the hospitality industry.

The assessment of resilience capacity of Participatory Guarantee Systems cabbage-growing households: Empirical evidence from the Red River Delta of Vietnam

2026-03-26T14:29:13+07:00

This paper examines the resilience capacity and determines the relationship
between resilience and economic performance in Participatory Guarantee
Systems (PGS) cabbage-growing households in Vietnam’s Red River Delta
by using the resilience capacity index (RCI) and Resilience Structure Matrix
(RSM), with data collected from the winter-spring crop season (2023–2024).
The findings indicate that Social Safety Net (SSN), Assets (AST), and Access to
Basic Services (ABS) are the three most crucial pillars for household resilience.
Key SSN variables include local farmer groups and organizations, while AST
is significantly influenced by the number of vegetable crops, animals, trees,
and water-saving equipment. ABS is represented by access to markets and
schools. The study also shows a positive correlation between the Resilience
Capacity Index (RCI) and economic performance, with highly resilient
households experiencing high profitability. Profits for highly resilient households
reached VND 174.8 million per hectare, whereas low resilient households saw
a sharp decline, with a loss of VND 212 million per hectare. We derived core
indicators of the three RIMA pillars: supporting local farmer groups, promoting
diversified vegetable crops, and enhancing accessibility of the agricultural
market to obtain a high resilience capacity and increase premium economic
benefits. The paper recommended that enhancing RIMA pillars be addressed to
maximize economic benefits and resilient capacity for PGS cabbage-growing
households.

Political participation in the remote society: A case study of Samin community in Indonesia

2026-03-26T14:34:45+07:00

This study examines the strengthening of political participation through local
wisdom in the Samin Community of Bojonegoro. Local wisdom, such as the
principles of honesty, consensus-based deliberation, and cooperation, serves
as the foundation for more inclusive and sustainable political participation.
This research employs a qualitative approach with a case study method,
focusing on how the traditional values of the Samin community are integrated
into modern political processes. Data were collected through in-depth
interviews, participatory observation, and document analysis. The findings
indicate that Samin’ s local wisdom not only strengthens electoral integrity
but also enhances community involvement in the political process by avoiding
transactional political. This study contributes to the development of a political
participation model that aligns with local characteristics and highlights the
importance of preserving cultural identity within democracy. The integration
of local wisdom in politics is expected to provide solutions to democratic
challenges such as political apathy and social polarization.

Mapping the intellectual structure of intelligence communication studies in national security contexts: A bibliometric approach

2026-03-26T14:39:34+07:00

This bibliometric study aims to map the knowledge structure and research
trends related to “national security” and “intelligence communications”. Using
citation, co-citation, and author collaboration analyses, the study provides
insights into the intellectual structure of this important field. The findings
reveal key themes and subtopics that are gaining attention, such as the impact
of technology on the collection and dissemination of intelligence information,
the role of communications in intelligence operations, and ethical and legal
considerations related to intelligence communications. In addition, the study
identified important patterns in author collaboration, indicating a trend toward
cross-disciplinary research and knowledge exchange. The bibliometric analysis
also reveals opportunities for further research, such as the role of social media
and digital platforms in shaping public perceptions of national security and
the impact of artificial intelligence and machine learning on intelligence
communications. By mapping the research landscape, this study contributes
to a deeper understanding of the concepts, theories, and methodologies that
shape intelligence communication in the context of national security while
highlighting potential future research directions.

Enhancing public service through optimized organizational communication: A case study of the REGIDENT system at the South Sulawesi traffic directorate

2026-03-26T14:47:50+07:00

This study examines the impact of the REGIDENT system on interministerial
relations and service delivery in the public sector at the South Sulawesi
Transport Directorate. While the abstract talks about “cultural dynamics,” this
is not discussed in detail in the body of the text to deepen the analysis. In this
study, we used qualitative case study methodology, which included the use
of semi-structured interviews and document analysis as tools for soliciting
information from employees of the organization using the REGIDENT system.
The results show that the system has significantly reduced communication
f
low, efficient transmission of data processing and decision-making, thereby
improving the level of operation and customer satisfaction. On the other hand,
issues of workers’ resistance to older generations further emphasize the role of
culture in the context of the adoption of new technologies. The study concludes
that a strong organizational culture plays an important role in successfully
implementing new technological changes and calls for integrated approaches to
policy implementation that address both the political and cultural dimensions of
technology adoption.

The development of religious studies in the modern and postmodern era: A critical analysis of the transformation of the theological paradigm

2026-03-26T14:53:03+07:00

This research examines the paradigm shift in religious studies from the modern
era to the postmodern era, with an emphasis on the use of more inclusive and
holistic methodologies. Initially, the study of religion in the modern era was
dominated by positivistic approaches that focused on observable and measurable
phenomena, often to the exclusion of spiritual and symbolic elements. However,
in the postmodern era, a more diversified and interpretive approach began to be
recognized, which incorporated a plurality of interpretations and the importance
of local context. The research methodology involved a case study approach
with in-depth interviews and content analysis of academic articles to explore
how the theological paradigm has transformed. The results show an increasing
acceptance of interpretative and phenomenological methods, which allow for
a deeper exploration of spirituality and subjective experiences that are difficult
to measure. These findings are important both theoretically and practically,
providing new insights that can improve education, public policy, and interfaith
dialog. However, this study has limitations including a sample that may not
cover all religious traditions or contexts, so more diverse future research is
needed to validate and extend these findings.

East Sumatra under the Japanese occupation in the Kita-Sumatora-Sinbun newspaper

2026-03-26T14:57:16+07:00

Before diving into the specifics of East Sumatra, it is essential to understand
the broader context of the Japanese Occupation in Indonesia. The Japanese
arrived in 1942, driven by a desire to expand their empire. Japanese forces
quickly established a military government, implementing strict regulations
and replacing Dutch authorities. This overhaul aimed to consolidate power and
suppress anti-Japanese sentiment among the population. One way the Japanese
maintained control was through propaganda. The Kita-Sumatora-Sinbun
Newspaper was crucial in disseminating information aligned with Japanese
interests, showcasing the regime’s attempts to manipulate public perception.
It catered to the local population, providing news often tailored to reflect
Japanese accomplishments and the supposed benefits of their rule. This article
thoroughly examines the conditions in East Sumatra using historical research
methodology to provide a clear illustration of life under Japanese rule.

Development of Thai fabric pattern translation from Thai to Chinese in local communities

2026-03-27T12:54:37+07:00

The translation of Thai fabric patterns from Thai to Chinese is minimal,
with only one translated pattern per province. This does not encompass the
complete array of patterns produced by local communities. Thai fabrics deserve
recognition by foreign audiences, including those in China. Having considered
this problem, the researcher compiled a variety of Thai silk patterns and the
development of these patterns by five translators to enhance the translation of
these patterns. Thai Fabric Pattern, this research focused on translating cultural
words from Thai silk patterns to Chinese, using data from Buriram province.
It aimed to enhance translation techniques based on Newmark’s strategies for
cultural terms. The findings indicated that: 1) Five experts translated cultural
terms from Thai to Chinese in silk fabric patterns. These strategies included
nine methods most commonly used by translators were descriptive equivalent
(33.84%), followed by translation label (29.25%), transference (23.88%),
couplets (7.46%), naturalization (2.99%), equivalent (2.39%), reduction and
expansion (0.60%), cultural equivalent (0.30%), and recognized translation
(0.30%), respectively. 2) The process of developing the translation of cultural
words from Thai to Chinese for silk fabric patterns involves examining the
translations, coming up with new cultural terms, and classifying the outcomes
from 67 silk fabric patterns into the following categories: Eight patterns named
after flowers, eighteen named after animals, three named after animal body
parts, six named after cities, five named after people, one named after trees,
three named after nature, eighteen named after objects, two after places, and
three named after shapes. In addition, it was found that the classification of
fabric patterns is not limited solely to material culture terms, social cultural
terms and religious cultural terms.

Revolutionzing Songwriting Pedagogy: The Maimuang Band’s Influence on Contemporary Lanna Music Education for International Music Students

2026-03-26T15:02:24+07:00

This study investigates three primary objectives: (1) Exploring the innovative
creative process behind contemporary Lanna music, as exemplified by the
Maimuang Band (2) Developing and implementing pioneering teaching methods
tailored for contemporary Lanna music composition, using the Maimuang Band
as a guiding model, for international music students at Pibulsongkram Rajabhat
University and (3) Evaluating learning outcomes resulting from these innovative
teaching strategies. Data were gathered from two Maimuang Band members and
26 undergraduate students in the third and fourth year majoring in International
Music Department during the first semester of the 2022 academic year. Research
methods included interviews, questionnaires, content analysis, frequency analysis,
and t tests. Findings reveal that innovative creative teaching management process
behind contemporary Lanna music by the Maimuang Band relies on applying
contemporary literary principles, which include identifying the creative process
in Maimuang Band’s music composition, consisting of understanding historical
context, mastering contemporary Lanna music techniques, and incorporating
modern music composition principles. Innovative pedagogy encompasses
three components and six specialized learning units aligned with contemporary
composition principles. The use of these methods significantly improved student
learning outcomes (M= 50.42, SD = 3.48), surpassing the 80 percent benchmark,
with statistical significance at the .001 level. Learner attitudes transformed from
a pre-course mean of 63.40 (SD = 0.49) to 90.60 (SD = 0.23), demonstrating
statistical significance at the .001 level. This research contributes to music education
by offering a transformative approach to contemporary Lanna music composition
instruction for international music students at Pibulsongkram Rajabhat University.

Exploration of localization model of internationalization in a local higher education institution: Taking the example of Pu’er university in China

2026-03-26T15:06:13+07:00

In the current situation of higher education, there is a pressing need for
Chinese local universities to delineate their conception of internationalization.
To develop a localization model suited to the context of Chinese local
higher education institutions, this study examines the internationalization
characteristics of Pu’er University (PU) in China by utilizing the Knight’s
Two Pillars of Internationalization model. This is a primary stage of the
researcher’s dissertation focusing on the documents and pilot interviews
at PU. Employing a qualitative research approach, content analysis is the
primary methodological tool, complementing the purposive selection of
participants for personal interviews. Central to the analysis is Knight’s
Two Pillars of Internationalization model, which provides a conceptual
foundation for assessing the data. The data are triangulated by literature
review, content analysis of documents texts, and content analysis of personal
interviews. The findings underscore the alignment between Knight’s model
and the localization model of internationalization formed at PU by comparing
the codes extracted from interviews and the terms of Knight’s model. However,
it also advocates innovation in extracurricular activities and the utilization
of multilingual instruction on characteristic disciplines at PU for better
global engagement.