Journal of Lawasri

Communicating the Value and Value of Cultural Heritage Destinations in Secondary Cities to Creative Tourism: A Case Study of the Ancient Cities of Kamphaeng Phet, Sukhothai and Phetchabun

Yuchita Kunharming, Ratchaneewan Boonanont, Phattraphon Ariuea — Mon, 30 Jun 2025 00:00:00 +0700

This research study aims to investigate the communication of values and worth of secondary city cultural heritage tourism destinations toward high-value creative tourism as a new approach for the ancient cities of Kamphaeng Phet, Sukhothai, and Phetchabun. Data was collected using questionnaires from 1,200 Thai tourists who traveled to visit cultural heritage tourism sites in the ancient cities of Kamphaeng Phet, Sukhothai, and Phetchabun. Data analysis was conducted using frequency, percentage, mean, and standard deviation values.

Acceptance of Technology and Service Innovation That Affecting the Service Efficiency of GHB ALL GEN at the Government Housing Bank, Sa Kaeo Branch

Rachanon Srikhamdee, Sineenat Rermlawan — Mon, 30 Jun 2025 00:00:00 +0700

The purposes of this study were 1) to examine the acceptance of technology and service innovation of GHB ALL GEN at the Government Housing Bank (GHB), Sa Kaeo Branch 2) to assess the service efficiency of GHB ALL GEN at the Government Housing Bank, Sa Kaeo Branch and 3) to investigate the impact of technology acceptance and service innovation on the service efficiency of GHB ALL GEN at the Government Housing Bank, Sa Kaeo Branch. Data were collected using questionnaires from a sample of 300 users of the GHB ALL GEN Mobile Application Banking service at the Government Housing Bank, Sa Kaeo Branch, selected through purposive sampling. Data analysis was conducted using frequency, percentage, mean, standard deviation, and multiple regression analysis to test the hypotheses. The findings indicated that most of the respondents were female, aged 41 – 50 years, held a bachelor's degree, worked as government officers or state enterprise employees, and had an income ranging from 15,001 to 30,000 baht. The overall acceptance of the GHB ALL GEN application technology was at a high level. The overall service innovation in the application’s usage was also at a high level, as was the overall service efficiency of GHB ALL GEN. The hypothesis testing results indicated that technology acceptance: comprising perceived usefulness, perceived ease of use, attitude toward usage, behavioral intention to use, perceived risk, and actual usage had a statistically significant influence on the service efficiency of GHB ALL GEN at the Government Housing Bank, Sa Kaeo Branch, at the 0.05 significance level, with an R-Square value of 0.703.

Guidelines for Developing Efficiency in the Administration of Supplies in Local Administrative Organizations in Chachoengsao Province

Watchara Preampreedee, Prasarn Nuntasen — Mon, 30 Jun 2025 00:00:00 +0700

This research had three objectives: 1) to study the level of material management in local administrative organizations, 2) to analyze the factors affecting the efficiency of material management, and 3) to propose guidelines for maximum efficiency using a mixed methods research method. Quantitative data were collected using questionnaires from a sample of 323 people, and qualitative data were collected using semi-structured interviews with 10 relevant executives. The research instruments consisted of a questionnaire that had been IOC-validated and had an alpha coefficient of Cronbach 0.977, as well as an interview form that had been checked for content validity by experts. The results of the research found that the five material management factors, namely maintenance, distribution, procurement, control, and inspection, had the highest impact on the overall material management efficiency (X̄ = 4.61, S.D. = 0.269), especially the inspection (X̄ = 4.68, S.D. = 0.378) and material control (X̄ = 4.62, S.D. = 0.392), which directly affected the transparency and efficiency of operations. However, the material distribution did not have a statistically significant effect on the material management efficiency. The proposed development guidelines include improving the maintenance system, using technology in the material procurement and control process, promoting transparency through digital systems, developing personnel skills, and creating a standardized inspection plan. Suggestions for future studies include analyzing new factors, such as organizational culture and leadership. Including the use of technology such as ERP in the material management process to increase overall operational efficiency.

Creating Value for the Cultural Heritage of the Ancient City of Phetchabun as a Souvenir Products to Support Tourism in Phetchabun Province

Ratchaneewan Boonanont, Wassana Jarunsrichotikhamjorn — Mon, 30 Jun 2025 00:00:00 +0700

This research aimed to: 1) to analyze the identity of the cultural heritage of the ancient city of Phetchabun, and 2) to create value for the cultural heritage of the ancient city of Phetchabun as souvenir products to support tourism in Phetchabun Province. Data collection employed a mixed methods research approach, conducting qualitative data collection through in-depth interviews with 10 stakeholders involved in tourism of the ancient city of Phetchabun, and focus group discussions with another 15 related stakeholders. Quantitative data was obtained from questionnaires distributed to 400 tourists visiting the ancient city of Phetchabun. Quantitative data analysis used descriptive statistics including frequency, percentage, mean, and standard deviation. Qualitative data was analyzed using content analysis. The research findings revealed that: 1) The identity of the cultural heritage tourism site of the ancient city of Phetchabun is the stucco sculpture of dwarf figures found in the Khao Khlang Nai archaeological site. 2) Regarding the creation of value for the cultural heritage of the ancient city of Phetchabun as souvenir products to support tourism, it was found that pattern prototypes derived from cultural heritage were created for souvenir production in 3 designs. All three patterns were developed into souvenir products across 6 product categories: t-shirts, drinking glasses, iPad bags, fabric bags, phone cases, and bracelets.

Comparative Analysis of Time Series Techniques for Forecasting Domestic Cotton Fabric Sales

Thitima Khunyotying, Napawan Netpradit, Sukonthip Suphachan — Mon, 30 Jun 2025 00:00:00 +0700

This research aims to investigate time series analysis techniques for forecasting domestic sales volume of cotton woven fabrics and to compare different forecasting methods. The study utilized 120 data points from January 2015 to December 2024 as training data, with 60 data points from January 2020 to December 2024 used for validation. Six time series analysis techniques were employed: trend analysis, decomposition method, simple moving average, exponential smoothing, double exponential smoothing, and Winter's method. The Mean Absolute Percentage Error (MAPE) was used as the evaluation criterion to identify the most accurate forecasting method for

predicting domestic sales of cotton woven fabrics for the 12 months of 2025 (January-December). The results revealed that the simple moving average technique was the most appropriate forecasting method for domestic sales volume data of cotton woven fabrics.

Development of Communication to Raising Awareness for Sustainable Conservation of Khao Erawan Limestone Mountain in Chongsarika Community

Ratchanok Suanseda, Boonyalakha Makboon — Mon, 30 Jun 2025 00:00:00 +0700

This research employed qualitative methods to explore: 1) the current situation and communication challenges related to raising conservation awareness of Khao Erawan limestone mountain, located in Chong Sarika Subdistrict, Phatthana Nikhom District, Lopburi Province; and 2)sustainable communication approaches to promote conservation awareness of Khao Erawan through collaboration with local communities and relevant social stakeholders. A total of 50 participants were selected using purposive sampling. Research tools included document analysis, field surveys, interviews, focus group discussions, and public forums. The findings revealed the following: 1) community leaders consistently played a key role in facilitating communication with local residents, primarily through word-of-mouth. These informal communication methods were effective among youth, emphasizing the natural and archaeological significance of Khao Erawan. Additionally, the wheel and star network models were employed to structure community communication. 2) communication approaches to promote conservation awareness in the community were as follows: 2.1) communication took the form of interpersonal communication, group communication, and intergroup communication. 2.2) a communication network was developed based on mutual understanding among community members, aiming to inspire conservation efforts. This also included forming working groups, building collaborations with relevant stakeholders, expanding partnerships, and creating platforms for knowledge sharing at both community and provincial levels. 2.3) workshops were organized to provide knowledge and facilitate the exchange of ideas between the community and network partners. 2.4) promotional materials, such as brochures introducing Khao Erawan, were produced to disseminate knowledge and raise awareness about the mountain’s value.

The Website Development to Create Motivation in Household Waste Management with the Participation of Community in Nongyao Subdistrict Service Organization Panomsarakham District

Sittisak Ajananon, Vichuda Chanvaroj, Komsun Teerapuch — Mon, 30 Jun 2025 00:00:00 +0700

The purposes of the research were to 1) Develop a website to strengthen incentives of household solid waste management through community participation in Nongyao Sub-district Service Organization, Panomsarakham District, Chachoengsao Province; 2) Publicize the utilization of household solid waste through community participation of the people in Nongyao Sub-district; and 3) Study the level of user satisfaction after using the website. The development of database system followed by System Development Life Cycle (SDLC) model and This research employed a survey methodology. The sample consisted of 383 individuals who had used this website. The research instruments included requirement interview forms, the developed website and satisfaction questionnaires related to website use. The research findings revealed that overall user satisfaction with the website was at a high level ( = 4.17, S.D. = 0.89). When examining each aspect, the highest satisfaction was observed in the website design and layout ( = 4.21, S.D. = 0.89), followed by the application of the website’s content ( = 4.20, S.D. = 0.88), overall satisfaction ( = 4.17, S.D. = 0.83), and content quality ( = 4.10, S.D. = 0.95), respectively. All components were rated at a high level of satisfaction. Therefore, the developed website can serve as a valuable information source to encourage household solid waste management among community members. In addition, it functions as a platform for disseminating news and information from the local administrative organization, providing educational resources to the general public. The website also offers convenient access to information without limitations of time or location. Furthermore, it has the potential to be developed into a database system for recording public utility waste management expenses in Nongyao Sub-district, ultimately supporting more efficient waste management in the future.

An Assessment of the Impact of Supply Chain Agility and External Factors on Competitive Capability and Logistics Performance: A Case Study of Small Transportation Businesses

Khemmarut Naksuk, Prin Weerapong — Sun, 06 Jul 2025 00:00:00 +0700

This study aims to 1) examine the impact of supply chain agility on competitiveness, 2) investigate the effect of external environmental factors on competitiveness and 3) analyze the impact of competitiveness on the performance of logistics service providers and 4) explore strategies for enhancing the competitiveness of logistics service providers. A mixed-methods approach was employed by using both quantitative and qualitative research. The sample consisted of purposive sampling of key informants, including executives and supervisors. A total of 400 logistics companies were surveyed using questionnaires and in-depth interviews were conducted with 8 executives. Data analysis was carried out using structural equation modeling (SEM) and content analysis. Instrument validity was assessed through content validity by three experts, yielding content validity index (CVI) scores of 0.67 for 27 items and 1.00 for 63 items. The findings revealed that the model demonstrated with empirical data, as indicated by the following goodness-of-fit indices were Relative Chi-Square (χ²/df) = 1.20, p-value = 0.20, GFI = 0.99, AGFI = 0.95, CFI = 0.99, RMR = 0.00, and RMSEA = 0.02. The observed variables showed positive correlations influencing both competitiveness and logistics performance. To enhance the competitiveness of small-scale transportation enterprise should suggests focusing on continuous monitoring and analysis of external environmental factors, strategic planning, information system development, relationship building with customers and partners, investment in new technologies, and risk management. Recommendations for logistics enterprise include promoting technological adaptation, ongoing analysis of external environments, and building operational flexibility to improve competitiveness and achieve long-term sustainability.