Academic and Research Journal of Liberal Arts (Online)

The Making of the Cultural Mapping in Bangsaothong District, Samutprakan Province

Wuthipong Thongkon — 2024-05-27

The preparation of the cultural map of Bang Sao Thong District, Samut Prakan Province, aims to: 1) survey the cultural heritage of Bang Sao Thong District, including tangible and intangible aspects, 2) create a cultural map of Bang Sao Thong District, Samut Prakan Province, through collaboration among five main sectors, comprising academic institutions, community or social sector, government or local administration sector, artist networks, and business sector. This is a qualitative research conducted through participatory action research. The research methods include surveys, in-depth interviews, participatory observations, practical training workshops, community meetings, and the development of cultural maps. The research findings are as follows: 1) the cultural heritage list of Bang Sao Thong District includes a total of 49 items, categorized into tangible (21 items) and intangible (28 items) cultural heritage; and 2) the cultural map of Bang Sao Thong District, Samut Prakan Province, has been developed through the collaboration of five main sectors: academic institutions, community or social sector, government or local administration sector, artist networks, and business sector. This map enhances community knowledge, understanding, and skills in collecting data for cultural mapping, showcasing the value of cultural heritage, and utilizing the cultural map for beneficial purposes

The Causal Relationship of Consumer Behavior in Purchasing Products Based on Superstitious Beliefs Regarding Color Among Gen Y and Gen Z Customers

Jirachai Muenlit — 2024-05-27

The objectives of this research were to study the purchasing behavior based on auspicious color beliefs between Gen Y and Gen Z and to study the customers of Gen Y and Gen Z per shopping choice with superstition as the intermediate variable. Data were collected from a sample of 304 people. Random sampling was used for the sample groups of Gen Y and Gen Z. The data were analyzed by structural equation analysis. The results showed that, in terms of motivation, buying products with auspicious colors will make customers feel lucky. There is a belief that the use of colors that are promising to oneself will be able to promote fortune. Including the attitude that beliefs influence attitudes in changing situations that occur. That causes people to buy products that are auspicious colors for themselves in various fields, including wearing clothes that are auspicious on the occasion of the day. In addition, the results of the correlation analysis found that perspectives towards superstitious attitudes have a positive direct influence on purchasing products with superstition as an intermediate variable. While credibility does not positively influence superstitions, according to the concordance validation analysis, (CMIN/DF) was 1.39, GFI was 0.95, CFI was 0.98, (RMSEA) was 0.36, and (NFI) was 0.94, which was considered consistent with the empirical data. This research reflects the important role of the business in considering improving or developing products to develop a strategy for the next generation to meet more needs.

Verbal and Nonverbal Communication for Cross-Cultural Communication: a Case Study of International Affairs between Huachiew Chalermprakiet University in Thailand and Higher Educational Institutes in People’s Republic of China

NANNAN JIANG — 2024-05-27

This qualitative research aims to analyze verbal and nonverbal communication used in international affairs, focusing on academic cooperation, between Huachiew Chalermprakiet University (HCU), in Thailand, and higher educational institutes in People’s Republic of China. Twenty-four research samples were purposively selected, including five individuals from HCU, and nineteen individuals from eleven higher educational institutes engaged in academic cooperation with HCU. The research identifies three tactics used in verbal communication in cross-cultural contexts: 1) Academic terms normally used in education industry and related to international affairs. 2) Specific terms or pronouns that emphasize job position, academic title, or qualification, and which should be used in accordance with the other party's customs to show respect and honor. 3) Languages used in cross-cultural communication primarily include Thai and Chinese, with English documents sometimes utilized. In terms of non-verbal communication, six aspects are observed: 1) Greeting manners, introductions in order, exchanging business cards, paying respects, shaking hands, smiling, and gently nodding. 2) Dress code, which should be polite and formal, including wearing national costumes when appropriate. 3) Facial expressions that are suitable for the situation. 4) Conference seating arrangements, where the Thai side prefers to have the president sit at the head of the table, while the Chinese side prefers to have the president sit in the middle of the table and facing each other. 5) The use of signs, with both sides attaching importance to the use of the institution's name and logo on various occasions. 6) The selection of gifts that represent an institution, city, or nation, which should be properly considered for cross-cultural communication between Thailand and China in international affairs.

Characteristics of ‘Northernness’ in Thai Entertaining Media, During 1976 - 2021

Yingying Nong — 2024-05-27

as the following. 1) Living, presenting through teak stilt houses with ‘Ga-late’ gables; northern traditional clothing, especially women in long traditional skirts with Thai style shawls, wearing hair bun dressing with pins; generally, as for men, wearing, they wear ‘Mo-hom’ shirts; eating northern local food – for example Num-poo, crab paste; Larp-dip, spicy rare-cooked meat, etc. 2) Beliefs, people believing in various spirits like for instance Pee-sea-ban; Pee-pok-ka-long; and Pee-ka. 3) Traditions, on special days like Songkran – decorating ‘Tung’, northern traditional flags; or Loy Kratong – floating ‘Kratong’, a water lantern. 4) Values of northern people, showing in the typical northern charming woman, having a beautiful appearance and gentle manner; preferring to choose a Bangkokian groom; and wearing black ink tattoos. 5) Using the northern dialect, presenting a distinctly Northern style through dialect words and pronunciation accents.

Guidelines for Developing and Applying Narratives from Kasetsart University Research Stations and Connected Areas under the Community Participation Process

Jariya Supun — 2024-05-27

This qualitative study investigated, collected, and analyzed roles and values, as well as established guidelines and created narrative content from Kasetsart University's research station and its surrounding regions. A semi-structured questionnaire, quality-checked by three storytelling experts, was used to interview 20 key informants who developed or knew the stories. The results identified 25 narratives in four categories: spatial context, agricultural knowledge, important places, and outstanding products. These stories fulfill four valuable functions: serving as a source of scientific knowledge for the community, inspiring transformative ideas within the region, promoting agro-tourism, and facilitating product development. Additionally, 32 narratives were found in the area connected to the research station and were categorized into seven groups: spatial context, history/tales/legends, lifestyle, traditions and games, local food, agriculture/herbs, and natural resources and important places. These narratives contribute to the local community by adding value to local products, reflecting the ethnic group and culture of the Hmong hill tribe, conveying the meaning of tourism, fostering a shared consciousness of belonging to the Hmong hill tribe group, and storing knowledge. Guidelines for designing and developing narrative content involve four main processes: searching and collecting information, designing and developing, evaluating content, and improving content. Stories from research stations and their connected areas serve as important tools in enhancing the economic value added to communities, thereby fostering strong and sustainable self-reliance based on community capital.

An Analysis of Local Identities in Southern Thai Folktales

Peng Zhao — 2024-05-27

This qualitative research aims to analyze local identities presented in 146 selected stories of southern Thai folktales. The research finds ten aspects of local identities, as follows: 1) Ways of life, southern Thai people live by the sea or mountains; their occupations relate to nature or trading, such as a barque trading with China, fishery, etc. 2) Beliefs, for example faith in Buddhism. 3) Folk games, such as the Ja-to (a kind of local chess). 4) Using herbs, such as using sap of Hopea macrocarpa Poopath & Sookch for trapping animals. 5) Communication with abroad, including trading with China, and multicultural living. 6) Values, such as bravery and wealth; a story of the poor fighting against the rich is found. 7) Characteristics; negotiation and boastfulness are two distinctive characteristics noted. 8) Ideas and teachings, such as the teaching about making friends. 9) Origins of communities and names of local places, which are relevant for example Koh-nu (Mouse Island); Koh-maew (Cat Island); Hin-hua-nai-rang (Gao-seng Hill), etc. 10) Wisdom, including some adopted from abroad. This research indicates that southern Thai folktales present various interesting aspects of local identities of southern Thailand.

Acoustic Phonetic Analysis of Thai Language Tones by Chinese Learners: A Case Study at Nanjing Tech University Pujiang Institute

Jumphol Thawornchob — 2024-05-27

This research aims to analyze the acoustic-phonetic attributes of Thai language tones as articulated by 20 Chinese students, who are majoring in Thai at the Nanjing Tech University Pujiang Institute. The data collection employed 25 Thai words, curated to evaluate the articulation of the five distinct Thai tones across a range of initial consonant scenarios, incorporating both dead and live syllables. The fundamental frequency measurements were conducted using Praat software version 6.1.29. Findings reveal that the neutral tones, notably the mid and low tones, were generally produced accurately, corresponding to the phonetic tone values [32] and [21] respectively. Contrarily, the contour tones presented some discrepancies: the falling tone was produced with values [42] and [31], deviating below the norm. The high tone was varied, with values [323], [324], [325], [434], and [435], exhibiting inconsistency in the rise and fall patterns when compared to standard tones, with these variations present in half of the sampled data. The rising tone, however, was rendered with a value of [212], closely mirroring the normative pattern, though the initial point was frequently elevated, as denoted by [312], [313], [423], and [433]. In summary, the study unveils a propensity among Chinese students to deviate from standard Thai tone production, potentially influenced by their native linguistic backgrounds, specifically Sinan dialect and Mandarin.

Light Showing from The Reconstruction of Prasat Puei Noi, Puea Noi District, Khon Kaen Provine, to Promote Cultural Tourism

Hawa Wongpongkham — 2024-05-27

This article aimed to study the light from the reconstruction of Prasat Puei Noi, Khon Kaen province, to promote cultural tourism using a qualitative research process. The research tools consisted of surveys and interviews. The data was compiled from documents and field research and analyzed using the creation virtual reality model and the concept of cultural tourism. The result was presented in descriptive analysis. The result from the study of the reconstruction of Prasat Puei Noi, Khon Kaen province to promote cultural tourism revealed that the lighting show was based on the reconstruction of Prasat Puei Noi, Khon Kaen province on an actual scale (1:1). The study was a continuity of the Reconstruction of the Khmer Architecture in Khon Kaen province project which uses new technology to highlight the aesthetic of this ancient site. The project was considered another form of arts and culture revitalization, causing tourists and the audience of the light show of the ancient site to have more understanding of the site, as well as experiencing the virtual light show. This project helped improve Khon Kaen tourist sites to a more international level, creating new perspectives for the tourists and communities, as well as the general public, promoting cultural tourism, and creating imagination for the viewers. The data related to the light show was also compiled in the form of a documentary.

The Gender of Translators and Translation Strategies of Passive Constructions in Novels from English to Thai: A Case Study of Animal Farm, Rebellious War of Animals by Bancha Suwannanon to Compare with Animal Farm by Petch Paspirat

Tiwa Jailak — 2024-05-27

The research aimed to study the translation strategies and the gender factors influenced the selection of the translation strategies of passive constructions in novels from English to Thai. Then compare both issues: the strategies and gender factors that were found in the translated novels of Animal Farm, Rebellious War of Animals by Bancha Suwannanon and Animal Farm by Petch Paspirat. The framework of functional-typological linguistics and translation theory was applied for data analysis. The research found that there were 3 main translation strategies employed for passive constructions: communicative translation, free translation, and faithful translation. Three different aspects of translation strategies Bancha Suwannanon and Petch Paspirat used were the use of active voice, existential constructions, and text insertion.

The Uniqueness of Romantic Tourism Thai Films, 2004 - 2023

Lina He — 2024-05-27

This article aimed to analyze the uniqueness of romantic tourism in Thai films, 2004 – 2023. Methodologies of documentary research are applied to study major elements: plot, setting, dialogue, and characters, of twenty studied films. The research finds the uniqueness of the studied elements in the following: Plot- five characteristics noted, which are: 1) the story opened by traveling-related issues; 2) the focus and story processing was based on traveling; 3) the conflicts and problems of the protagonist occurred on traveling; 4) the love of the protagonist supported by traveling; and 5) the story ended by traveling. With the setting, two types were noted: 1) making up setting to support the love of the characters, and 2) actual setting presented to promote tourism of the location and support the love of characters. To promote tourism was the intention of dialogue use. As with the characters – two aspects were found, including 1) tourism officers on duty for the traveling and 2) rounded character, thoughts, or behaviors changed by traveling.

Potential of Experiential Marketing Affecting the Likelihood of Gastronomy Tourists Revisiting Phatthalung Province

Jantajit Thanasiri — 2024-05-27

This article aims to study the potential impact of experiential marketing on the likelihood of gastronomy tourists revisiting Phatthalung Province. The research was conducted quantitatively, collecting data through questionnaires from 400 Thai gastronomy tourists visiting Phatthalung Province, using a purposive sampling method. The study found that sensory marketing experiences in gastronomy tourism spots in Phatthalung Province have the most impact, particularly in terms of dish decoration or food presentation. The affective aspect of experiential marketing, derived from the service providers or those involved in gastronomy tourism in Phatthalung Province, demonstrates a high willingness to offer excellent service. The cognitive aspect involves providing information and knowledge about local cuisine. The behavioral aspect, related to gastronomy tourism activities in Phatthalung Province, allows participants to interact with other tourists. Finally, the transformative aspect of experiential marketing in gastronomy tourism in Phatthalung Province provides a new perspective on society rated at a high level. In conclusion, the potential of experiential marketing positively influences the likelihood of gastronomy tourists revisiting Phatthalung Province. The experiences are ranked from the highest to the lowest positive impact as follows: affective, transformative, behavioral, and sensory. However, cognitive experiences do not significantly contribute to the likelihood of repeat visitation.

The Functions of Folklore in the University: Case study Thailand National Sports University Sukhothai campus

Surachet Khuhalerd — 2024-05-27

This article aims to study the folklore at the university and to analyze the roles of folkloristic data at Thailand's National Sports University, Sukhothai campus. Fieldwork as a folklore methodology is applied. The researcher collected folkloristic data from staff members who have transferred it from generation to generation through teaching activities, projects, and occasional events. Functionalism theory, as well as the idea of creative folklore, were applied for analysis. The research found five forms of folkloristic data, including symbolic folklore, rituals, beliefs, modern folk songs, and folk plays or sports. There are three main roles of the folkloristic data in the university: the role of education, the role of entertainment, and the role of maintaining and conserving cultural heritage wisdom. Additionally, the university provides a space to express individual or group identities, which leads to collaboration and unity among group members. It also serves young individuals to study, exchange, transmit, contribute to, and apply folkloristic data to create its existence in contemporary cultural society.

Chinese Tuo Hia: Examining the Role and Influence of Chinese Immigrant Groups in Early Rattanakosin Siam (Reigns of King Rama III and IV)

Samran Phondee — 2024-05-27

This article examines the role and influence of Chinese immigrant groups in Siam during the early Rattanakosin period (reigns of King Rama III and IV) through the lens of "Secret Societies" or "Chinese Tuo Hia." Large-scale Chinese immigration to Siam began in the Thonburi period and continued into the early Rattanakosin era, driven by Siam's need for Chinese labor and expertise in production and trade, as well as the promise of freedom and privileges for Chinese settlers. The Chinese sought to establish their status and stability in Siamese society through various means, including intermarriage with Siamese people, participation in the bureaucracy, and seeking protection from foreign powers. The problem of Chinese Tuo Hia emerged during the reign of King Rama III, with roots in conflicts over the opium trade and resentment among Siamese civil servants. The Chinese Tuo Hia aimed to protect their interests and obtain desired benefits, even if their actions violated Siamese law. King Rama III responded with harsh repression, but the Tuo Hia problem only grew and spread to many provinces. In contrast, King Rama IV adopted a more conciliatory approach to address the issue. This study reflects the significant social and historical context of the Chinese in Siam, highlighting their importance, ingenuity, and adaptability. It also sheds light on the evolution of government policies towards the Chinese population and the extent of Chinese influence during this period.