Nimitmai Review Journal

Network-Based Leadership for Participatory Local Governance: An Integrated Conceptual Framework for Creating Public Shared Value

Sukrit Rukthanaanun, Suriyasak Mangkornkaewwikul , Sophonvich Sekkhunthod — Mon, 15 Dec 2025 00:00:00 +0700

This article presents an integrated conceptual framework titled “Network Leadership for Participatory Local Governance (NL-PLG Framework)”, which redefines the role of local leaders in an era of complex socio-economic and technological challenges. Traditional hierarchical administrative models are increasingly inadequate for addressing multifaceted public issues. Instead, network leadership grounded in collaboration, trust, and cross-sectoral engagement has emerged as a critical competency for creating public value through participatory local governance.The proposed NL-PLG Framework consists of four interrelated dimensions: (1) Vision Integration harmonizing goals across governmental, private, academic, and community sectors; (2) Trust Building enhancing transparency, mutual accountability, and open communication; (3) Collaborative Process Design developing inclusive mechanisms for participatory decision-making; and (4) Outcome Co-Creation generating sustainable public value through digital innovation and collective learning.Comparative case studies of Khon Kaen Smart City (Thailand) and the Portland Civic Network (USA) illustrate how network leadership fosters shared governance. Khon Kaen exemplifies structural collaboration led by facilitators who bridge state and civil society, while Portland demonstrates distributed leadership embedded within a civic-driven governance model. Findings highlight that social capital, collaborative culture, leadership distribution, and digital competence are vital enablers of sustainable governance networks. Policy recommendations include establishing a network leadership competency framework, local leadership institutes, collaborative data platforms, and trust-based governance ecosystems. Collectively, these measures aim to advance Thailand’s local administration toward a Smart Participatory Local Government that co-creates enduring public value.

From Suspicion to Hostility: Thai-Chinese Relations during the Cold War through the Lens of Structural Realism (1949-1969)

Viralbajra Prasertsak, Changgang Guo — Wed, 31 Dec 2025 00:00:00 +0700

This article explores the evolution of Thai-Chinese relations during the Cold War (1949-1969) through the theoretical lens of structural realism by employing the analytical focus from internal variables to the external structure of the international system and proving a systemic explanation for the change of state behavior between Thailand and the People’s Republic of China (PRC) from mutual suspicion to overt confrontation. The study examines and analyzes three shifting periods in the trajectory of Thai-Chinese relations. The first period of mutual suspicion and strategic rebalancing (1949-1954), characterized by Thailand’s alignment with the United States and its concerns over the spread of communism through overseas Chinese communities to against China’s ideological influence. The second period of diplomatic overtures and temporary détente (1955–1959), meeting between Thailand and China delegation plays an important role for backchannel diplomacy. The third period of overt hostility (1960-1969), regional conflicts such as Laos crisis amplified ideological divides to Thailand and China’s diplomatic rapprochement struggle. These three periods between 1949 and 1969 reflect the adjustment of policies and strategies in both countries in response to the pressures from the structure of the constantly changing international system. While internal ideological and political factors influenced state behavior to some extent, the article argues that the major factor shaping the policies of both countries was the severely polarized and anarchic structure of the international order, defined by bipolarity and the asymmetrical distribution of power. In addition, this study identifies the underlying structural conditions that accelerated the downturn in Thai-Chinese relations and examines their broader implications for how small states position themselves within global power structures.

A Comprehensive Review of Brand Equity: Theoretical Foundations, Measurement Approaches, and Empirical Advances

XIAN CHEN, Nittaya Wongyos , Phahol Sakkatat — Wed, 31 Dec 2025 00:00:00 +0700

This research Article provides a comprehensive review of brand equity, a central construct in marketing scholarship and practice. It synthesizes theoretical models, key dimensions, measurement approaches, and empirical applications with a specific emphasis on research conducted in Thailand and Southeast Asia. The concept of brand equity has evolved from being a strategic marketing tool to a multidimensional construct influenced by cultural, digital, and sectoral dynamics. This review examines both classic and emerging models, notably those developed by Aaker and Keller, and analyzes how brand equity is constructed through consumer perceptions, financial performance, and organizational behavior. Special attention is paid to the role of emotional engagement, cultural values, and digital co-creation in shaping brand equity across Southeast Asian contexts. The paper also explores how consumer-based and financial-based brand equity models apply in Thailand’s unique cultural landscape, where collectivism, social endorsement, and symbolic consumption are key drivers of brand loyalty. Additionally, it considers recent trends such as sustainability, brand activism, and digital branding strategies, especially influencer marketing and e-WOM, which are now central to brand value creation in contemporary markets. By drawing from both global and local research, this study identifies key antecedents and consequences of brand equity, highlights measurement strategies suited to Southeast Asian markets, and calls for future research to adopt culturally sensitive, interdisciplinary, and digitally integrated approaches. Overall, the review contributes to the literature by contextualizing brand equity within the evolving socio-digital landscape of Southeast Asia and by proposing strategic insights for academics and practitioners aiming to build strong, culturally resonant brands in the region.

The impact of Service Marketing mix Factors Service, Convenience, and Brand Trust on the repeat purchase decisions of stationery and office supplies from OFFICEMATE by consumers in Bangkok and surrounding areas.

Pongphon Teeradetchusak — Wed, 31 Dec 2025 00:00:00 +0700

Stationery and office supply retailers in Thailand face increasing competition as consumers seek convenient, reliable and trustworthy services. Understanding the factors influencing repurchase decisions is therefore essential for sustaining long-term customer relationships. The objectives of this study were to examine the effects of service marketing mix factors, service convenience, and brand trust on consumers' repurchase decision of stationery and office supplies from OfficeMate stores in Bangkok and the metropolitan area, and to identify the factor with the strongest influence. This study employed a quantitative research design. The sample consisted of 420 consumers who had previously purchased stationary and office supplies from OfficeMate stores in the specified locations. Data were gathered using a structured questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results showed that all three factors, service marketing mix, service convenience, and brand trust, had a statistically significant effect on repurchase decisions at levels ranging from 0.000 to 0.006. The model accurately predicted 63.6 percent of the variance in repurchase decisions. Among these variables, brand trust had the largest influence, followed by service convenience, with service marketing mix elements having the least impact. The results highlight the importance of developing strategies that strengthen customer trust and enhance convenience in both physical and online service processes. Future research could integrate additional constructs such as customer satisfaction or perceived value to broaden understanding of repurchase behavior in the retail sector. Suggestions A mixed-method approach that integrates quantitative and qualitative data, such as in-depth interviews, should be implemented to acquire more profound insights into the formation of brand loyalty and consumer satisfaction.

Ethnobotany and Scientific Evidence of Centella asiatica: From Traditional Medicine to Functional Foods

Melissa Soun-Udom, Sutsawat Duangsrisai — Wed, 31 Dec 2025 00:00:00 +0700

Centella asiatica (Gotu Kola) is a medicinal herb of significant importance in both traditional medicine and modern medical applications. Its bioactive compounds, such as asiaticoside and madecassoside, possess a wide range of pharmacological properties, including wound healing, anti-inflammatory effects, neuroprotection, and cognitive enhancement. These attributes have solidified the plant's role as a key component in contemporary functional foods and biomedical products. Ethnobotanical studies have highlighted the cultural and medicinal significance of C. asiatica across various Asian societies, while modern scientific research has validated and expanded its traditional uses. Optimizing cultivation processes, particularly in regions with favorable climatic conditions such as Thailand, is critical to meet the growing global demand for high-quality C. asiatica. Despite the challenges posed by the variability of bioactive compound concentrations, these issues present an opportunity for further research to refine cultivation techniques, ensuring consistency in the bioactivity and efficacy of the plant. Continued exploration and research will not only enhance confidence in its therapeutic properties but also support its integration into both traditional and modern medical practices, while ensuring sustainable cultivation practices for the future. The integration of C. asiatica into functional foods and nutraceuticals faces certain challenges, notably the variability in concentrations of bioactive compounds. However, these challenges present opportunities for further research to standardize cultivation techniques and ensure consistency in product potency and efficacy. Future studies, particularly large-scale randomized controlled trials, are essential to substantiate the long-term health benefits of this herb and solidify its role in both traditional and modern medical practices. Ongoing research not only enhances our comprehension of the plant's full potential but also opens avenues for discovering novel therapeutic applications and refining cultivation methodologies, ensuring its sustainable use in the future.

Creation of Content for Infographic Videos on TikTok to Promote Products of Pak Tho Organic Community Enterprise

Sumitra Klinkasorn, Sarochrus Tarapond , Thitapa Sinturat — Tue, 14 Oct 2025 00:00:00 +0700

Organic agricultural community enterprise groups in Thailand that produce chemical-free vegetables, fruits, and food products often struggle to publicise their products to consumers. Therefore, developing media to promote and publicise such products is crucial. The objectives of this study on the development of infographic video media are to 1) create content for infographic video media to publicize the products of Pak Tho Organic Community Enterprise and 2) evaluate satisfaction with the created infographic video. The research instrument used was a questionnaire to collect data from a sample group using the accidental sampling method and asking for their voluntary consent to answer the questionnaire. The sample group consisted of 30 participants. Data analysis was employed to calculate the mean and standard deviation of the statistics. The results are: 1) The perception of the information about the products of Pak Tho Organic Community Enterprise, which was disseminated through an infographic video, was at a high level, with an average score (𝑥̅ = 4.1, S.D. = 0.31). 2) The sample group showed high satisfaction with the infographic video, with a mean of 3.9 and a standard deviation of 0.3 (𝑥̅ = 3.9, S.D. = 0.3). The researchers concluded that the designed and created infographic video played a significant role in publicizing and promoting the Pak Tho Organic Community Enterprise products, making them well-known. The next study should consider additional factors that are expected to be related to video content creation on internet platforms in order to achieve even greater precision. Data should be gathered through in-depth interviews and a group-specific questionnaire. Separate sets of questions should be issued for TikTok users and non-TikTok users to obtain clear and accurate information consistent with reality.

Factors influencing Working Age’s Decision Making in Digital Asset Investments: a study of Fraction Ownership in Thai Property

Varinthorn Srisangkaew, Ussanee Malisuwan — Fri, 31 Oct 2025 00:00:00 +0700

The research aims to study the factors influencing working-age individuals' decision-making in digital asset investments, focusing on fractional ownership in Thai property. This study is expected to provide valuable insights and serve as a guideline for future investments in Thailand's digital property sector. Data for this study were collected using an online questionnaire, which was distributed to 402 respondents, including 236 experienced investors and 166 inexperienced investors. The data were analyzed using descriptive statistics, and hypothesis testing was performed using inferential statistics. The findings revealed that experienced investors had a higher level of knowledge regarding property asset tokenization than inexperienced investors. Moreover, a positive relationship was observed between knowledge levels and increased awareness of property asset tokenization, particularly among inexperienced investors. Notably, the research also discovered that while experience in investment and awareness of property asset tokenization were important, they did not significantly influence the level of concern about property asset tokenization among respondents. Furthermore, the study examined the impact of the marketing mix factors (7Ps) on property asset tokenization. It was found that the price alignment with the property’s location and type directly affected the concerns regarding property asset tokenization. The analysis also showed that experienced investors placed more emphasis on factors such as the location, post-investment value, and potential capital gain when making investment decisions. This indicates that experienced investors are more likely to consider a broader range of factors compared to inexperienced investors, who may be more focused on the fundamental aspects such as awareness and basic knowledge of tokenization.

The Impact of Cultural Intelligence on Team Performance: An Analysis of the Mediating Effects of Intercultural Communicative Competence and Team Cohesion among Chinese Automotive Enterprises in Thailand

Shixin Zhao, Supaporn Sivageeratthana, Yan Zhang — Sun, 09 Nov 2025 00:00:00 +0700

This study investigates the influence of cultural intelligence (CQ) on team performance among Chinese automotive enterprises operating in Thailand. Drawing on a structural equation modeling (PLS-SEM) approach, the research explores the mediating roles of intercultural communicative competence (ICC) and team cohesion (TC). A survey was conducted among Chinese expatriate managers and Thai local employees in joint ventures and wholly foreign-owned enterprises. The findings reveal that CQ has a significant positive effect on team performance both directly and indirectly through enhanced communication and team cohesion. This study contributes to the international business and cross-cultural management literature by providing empirical evidence on how CQ functions as a strategic asset in multicultural team contexts, particularly in the automotive industry in Southeast Asia. Limitations of the Study. One limitation pertains to the sampling method. The study employed a convenience sampling method, with participants primarily being Chinese employees working in Chinese automotive enterprises in Thailand. This sampling approach may introduce bias, limiting the generalizability of the findings. Future research could employ more robust sampling techniques, such as random or stratified sampling, to enhance the representativeness of the sample and the reliability of the results.Another limitation is the cross-sectional nature of the study. With data collected at a single point in time, the ability to infer causality is restricted. Future research could adopt a longitudinal design, collecting data at multiple time points to more accurately assess the dynamic relationships between CQ, ICC, TC, and TP. Lastly, focusing on Chinese automotive enterprises in Thailand, this study\'s findings may not be readily applicable to other industries or regions. Future research could explore different industry and geographical contexts to validate the universality of the results.

Factors influencing on Businesses Performance of hotels in Bangkok

Supap Akkharapratumwong — Fri, 28 Nov 2025 00:00:00 +0700

This Research Article had objectives of this research were to 1) study the performance of hotel operation based on the significant level of leadership and innovation utilizing a Casual Model, and 2) study the factors that have an influence on business performance of hotels in Bangkok. The research employed quantitative methodology. The quantitative sample was obtained by using stratified sampling, consisted of 331 hotels that were members of the Thai Hotel Association in 2024. The room division managers or equivalent in each hotel were requested to complete a questionnaire type survey. The questionnaire with 7 rating scales was used as a research instrument to collect data from a sample of 131 respondents. Descriptive statistics such as percentage and mean were employed to study the perceived importance of variables, and Structural Equation Modeling by AMOS was employed to test the hypothesis. The research found that 1) Leadership, innovation and hotel business performance were rated at a “high” level. (2) The result of this Casual Model for business performance of hotels in Bangkok correlated with the empirical data at the “good” level. (χ2 = 16.124, df = 10, p = .096, RMSEA = .069, GFI = .970), and (3) Leadership had a direct influence on innovation and hotel business performance. Leadership was, however, found to indirectly influence hotel business performance via innovation. Suggestions may include additional causal factors such as employee job satisfaction and organizational climate to determine how leadership, employee job satisfaction, and organizational climate influence business performance.

Digital Currency Bitcoin and Rulings According to Islamic Provisions

Smeet Esore — Sat, 29 Nov 2025 00:00:00 +0700

Currently, digital currencies have gained extremely high popularity, Bitcoin and others. For those who follow Islam, there is also a need to conduct transactions or invest in such digital currencies. This necessitates a study of whether such issues are prohibited according to Islamic provisions or not. Research Objectives: 1) To study the characteristics of Bitcoin and rulings according to Islamic provisions. This is a qualitative research approach, studying literature and related Islamic provisions, as well as using in-depth interview methods with relevant personnel. Research Results: The study found that regarding Bitcoin, most scholars still consider it to be prohibited, citing what they consider to be strong evidence, namely that it is unknown who the producer is, causing ambiguity, as well as the fact that the country's government is not the producer and does not control or oversee it. Conclusions and Benefits: However, ultimately, the ruling that Bitcoin is prohibited by scholars is a judgment that exists in the present. Therefore, if in the future digital currencies that are cryptocurrencies have characteristics that change and align with the aforementioned Islamic provision, evidence, it may make such digital currencies correct according to Islamic provisions.

Study and Knowledge Management in Boat Preservation to Develop Tourism in the Eastern Region of Thailand

Jirat Muanwiharn, Phalatchawan Muanwiharn — Sat, 29 Nov 2025 00:00:00 +0700

The objectives of this research are: 1. To study the knowledge management approaches and the development of knowledge management in the conservation of traditional boats to be applied in tourism development. 2. To design the exhibition section of the traditional boat museum by incorporating contemporary architectural designs to make it look like an art piece in the business tourism sector. This involves using knowledge management to revive the culture of traditional boat usage in commercial design forms such as trade centers, restaurants, and museums. The research overall found that the state of knowledge management in the conservation of traditional boats for tourism development in the eastern region of Thailand was previously limited. The transmission of knowledge about traditional boat building was confined to passing it on to descendants, relatives, and those closely associated with boat building. The transmission was done through verbal communication and hands-on practice, primarily to close family members such as children, spouses, and relatives. The method involved sharing ideas and gradually allowing them to engage with real work bit by bit, slowly absorbing the knowledge over time. Thus, there was a lack of comprehensive knowledge management in conservation.

Confirmatory Factor Analysis of the Service Marketing Mix (7Ps) and Its Impact on Income Generation for Elderly People and Communities in Ubon Ratchathani Province

sidanuch kittisareekul — Tue, 02 Dec 2025 00:00:00 +0700

This study aims to employ Confirmatory Factor Analysis (CFA) to test the validity of the conceptual structure of the Services Marketing Mix (7Ps) that impacts income generation for elderly people and communities in Ubon Ratchathani province. The current situation demonstrates that elderly people represent a valuable resource for driving community-based tourism. However, the lack of clarity in implementing services marketing strategies remains an obstacle to sustainable income generation. The study encompasses data collection from a sample of 310 participants, comprising elderly people, community members, and tourists, through a questionnaire that has undergone validation for content validity (IOC) and reliability (Cronbach's Alpha > 0.80).The CFA results confirm that observed variables have statistically significant relationships with latent variables across all 7 components, with standardized factor loadings ranging from 0.52 to 2.19. The People component demonstrates the highest importance (R² = 0.78), followed by Process (R² = 0.75), Product (R² = 0.69), Price (R² = 0.68), Place (R² = 0.65), Promotion (R² = 0.52), and Physical Evidence (R² = 0.48). The findings confirm that the 7Ps Services Marketing Mix structure is comprehensive and consistent with empirical data.The results demonstrate that the People component reflects the significance of human resource development, particularly in service skill training, digital literacy, and enhancement of elderly people's capabilities. The Price component shows that creating Emotional Connection through Storytelling enables tourists to accept premium pricing, reflecting social marketing principles. The Place component requires an Omnichannel Strategy integrating local markets, online channels, and homestays. The study confirms that the 7Ps These findings can be applied to develop systematic policies and strategies for community-based tourism, enabling elderly people to transition from consumers to value creators and generate sustainable income for themselves and their communities.

Innovation Decision and Business Size in Relation to the Level of Agricultural Business Management among Agricultural Entrepreneurs in Pathum Thani Province

Tatchai Indrasukha , Amonlux Shounchupon — Sun, 02 Nov 2025 00:00:00 +0700

This study aimed to (1) examine the level of agricultural business management among agricultural entrepreneurs in Pathum Thani Province, (2) investigate the level of innovation adoption and its relationship with business management performance, and (3) compare management levels according to business size. A quantitative research design was employed, and data were collected using a questionnaire as the research instrument from 400 agricultural entrepreneurs selected through stratified random sampling.The instrument was validated by three experts, yielding an Item–Objective Congruence (IOC) index of 0.91 . Reliability testing produced a Cronbach’s Alpha coefficient of 0.89. The findings revealed that the overall level of agricultural business management was high (Mean = 4.12, SD = 0.56), with the personnel dimension scoring the highest and the budgeting and financial resources dimension scoring the lowest. The overall level of innovation adoption was also high (Mean = 4.15, SD = 0.52). The t-test results indicated that entrepreneurs with high innovation adoption had significantly higher management scores than those with low innovation adoption (p < 0.05). ANOVA results showed that business size significantly affected management levels (p < 0.01), with large enterprises exhibiting the highest management performance. Recommendations for research results: Government agencies should have measures to promote the use of innovation, such as access to new technologies, knowledge exchange, and investment in technological tools to enhance production and management.

Resilient Leadership of Administrators in Private Universities in Shaanxi Province of China in the VUCA Era

Dong Ya; Sutida Howattanakul, Somsak Chanphong — Wed, 31 Dec 2025 00:00:00 +0700

This study investigates resilient leadership among administrators in private universities in Shaanxi Province of China, within the volatile, uncertain, complex, and ambiguous (VUCA) era, a period marked by rapid societal shifts—such as technological disruptions, policy fluctuations, and demographic changes—that demand adaptive leadership strategies. The research pursues three primary objectives: (1) to identify the core components of resilient leadership, (2) to develop and validate a comprehensive model of resilient leadership, and (3) to propose actionable guidelines for enhancing this leadership style. Employing a mixed-method approach, the study integrates qualitative data from semi-structured interviews with eight expert administrators, quantitative data from a questionnaire survey yielding 397 valid responses, and qualitative insights from focus group discussions (FGD) with eight participants. The results, validated through Confirmatory Factor Analysis (CFA) with robust fit indices (CMIN/df = 1.664, RMSEA = 0.041, CFI = 0.959), reveal seven key components of resilient leadership: Performance Orientation, Innovation and Adaptive Capacity, Sustainability Values and Beliefs, Learning Ability, Healthy Culture, Risk Management and Buffering Capacity, and Change Orientation. Supplementary dimensions, such as Digital Competency and Stakeholder Engagement, emerged as critical for modern leadership demands. The analysis highlights Learning Ability and Sustainability Values and Beliefs as notable strengths among administrators, while identifying Performance Orientation, Innovation and Adaptive Capacity, Healthy Culture, Risk Management, and Change Orientation as areas requiring significant improvement. The study concludes with tailored guidelines, including modular training programs to build skills, policy reforms to support institutional resilience, and cultural initiatives—such as “Mental Health Days”—to foster a supportive environment. These findings provide a practical and theoretically grounded framework for Shaanxi’s private universities to navigate VUCA challenges, contributing to enhanced educational resilience, sustainable institutional growth, and alignment with national educational modernization goals.

Feasibility Study on Commercialization Development of Qiang Cultural and Ecological Reserve

Li Sihan, Nithima Yuenyong , Sawong Swetwattana — Wed, 31 Dec 2025 00:00:00 +0700

This study investigates the integration of intangible cultural heritage (ICH) with commerciality in the Qiang Cultural and Ecological Reserve, China, focusing on three key objectives: 1) exploring the integration of ICH with commerciality while preserving authenticity; 2) examining the mechanisms through which ICH creates economic, cultural, and social value; and 3) investigating the process involved in value creation related to ICH. Key findings reveal that while commercialization can generate economic benefits, it is crucial to avoid commodifying cultural elements, which can lead to inauthentic experiences and erode cultural integrity. The study identified multiple pathways through which ICH creates value, including direct economic benefits generated by cultural performances, craft workshops, and community-based tourism initiatives. Furthermore, successful value creation requires active participation and collaboration among local communities, cultural practitioners, tourists, and government agencies. The study emphasizes the importance of innovative approaches to ICH presentation and marketing in enhancing visitor experiences and generating sustainable economic returns. This research provides valuable insights for stakeholders in the Qiang Reserve and other regions, highlighting the importance of balancing commercial interests with cultural preservation to ensure the sustainable development of ICH-based tourism. Value Creation has a significant positive effect on the experiential value of ICH culture, with innovation process being the dimension that has the greatest impact on experiential value. more attention should be paid to the design and improvement of the innovation process in the management of non-heritage culture to enhance the experience value. Value creation has a significant positive impact on the experiential value of non-heritage culture, of which the innovation process is the dimension with the greatest impact; at the same time, the experiential value has a significant positive impact on value creation. Therefore, enterprises can take innovative management measures to enhance the experiential value of non-heritage culture and thus promote value creation.

The application of DMA in the basic exhibition of Chinese museums

Shanfeng Huang ; Manoon Tho-Ard — Wed, 31 Dec 2025 00:00:00 +0700

This research Article consisted of 3 objectives. They are to 1) assess the impact of digital media on visitor engagement and learning, 2) establish best practices for DMA integration, and 3) explore how digital tools foster cultural accessibility and communication. This study employed a mixed method combining quantitative and qualitative methods to provide a comprehensive understanding of the integration of digital media art in Chinese museums together with the case studies which include detailed case studies of Chinese museums that have successfully integrated DMA into their basic exhibitions. The sample consisted of 171 respondents who were knowledgeable about DMA in the basic exhibition of Chinese museums. The study's findings indicated that digital media art not only enhances the audience's understanding and memory of the exhibition content and improves the immersive interactive experience, but also effectively broadens the boundaries of participation for groups from different cultural and linguistic backgrounds, promoting the widespread dissemination and inheritance of culture. This study not only verifies the ability of digital media art to enhance exhibition quality and audience participation, but also clearly points out that its influence should be realized through the deep integration of policy and practice. In the future, relevant departments and museum managers should further improve the policy environment, deepen cross-border cooperation, and optimize resource allocation to promote the continuous innovation and application of digital media art in museums, and contribute to high-quality development that emphasizes both cultural heritage and innovation.

Strategic Factors Affecting Thai Export Performance in the South Korean Market

Pattratida Wattanapunkitti, Suthira Thipwiwatpotjana, Nunta Bootnoi — Wed, 31 Dec 2025 00:00:00 +0700

This research Article aimed to identify and examine the strategic factors affecting the export performance of Thai entrepreneurs in the highly competitive South Korean market. This study employed a quantitative research methodology, utilizing a structured questionnaire to collect data from a sample of 400 executives and owners of Thai firms exporting to South Korea. The data were analyzed using descriptive statistics and Structural Equation Modeling (SEM) to test the proposed hypotheses. The findings revealed that the developed model demonstrated a strong fit with the empirical data, and the strategic factors studied could collectively explain 65.4% of the variance in export performance (R² = 0.654). The hypothesis testing results indicated that five strategic factors had a significant positive influence on export performance. Ranked by the magnitude of their influence, these factors are: marketing and export strategy (β = 0.312), firm resources and capabilities (β = 0.285), socio-cultural adaptation (β = 0.255), export experience and knowledge (β = 0.154), and market conditions (β = 0.128). Notably, the trade policy and agreements factor (e.g., FTAs) was not found to have a statistically significant influence. This study suggests that success in the South Korean market is driven by a firm’s ability to integrate its internal strengths (resources, experience) with external agility (adaptation to market, culture, and strategy). Formal institutional supports like Free Trade Agreements may not be a decisive factor for competitive advantage in this complex market, highlighting the need for entrepreneurs to focus on more nuanced strategic initiatives.

Innovation of Vocal Art Form Path with Artificial Intelligence

Xiuyao Duan, ฺNutthan Inkhong — Wed, 31 Dec 2025 00:00:00 +0700

This study systematically analyzes the application value and practical impact of artificial intelligence (AI) technology in the innovation of vocal art forms. The aim is to trace the integration and evolution of AI technology with vocal art, elucidating the intrinsic mechanisms by which technology empowers vocal art and the paradigm shifts it triggers. This paper employs a qualitative approach, combined with case studies, to reveal how intelligent technology challenges and reshapes traditional vocal teaching models, aiming to provide theoretical support and practical guidance for the future development of vocal art. Through this study, it is hoped to deepen the understanding of AI technology's application in the field of vocal art, promote the deep integration of technology and art, and drive the intelligent transformation of vocal education and creation. The findings highlight the profound impact of AI technology on vocal art, particularly in the innovation of educational models, creative techniques, and artistic expression. The study not only demonstrates how intelligent technology optimizes the vocal education process, enhancing teaching efficiency and quality, but also explores the potential of AI to expand the boundaries of vocal creation and enrich artistic expressions. The discussion includes the necessity and feasibility of the intelligent transformation of vocal art forms, as well as strategies for achieving harmonious coexistence between technology and art while ensuring the essence and ethical principles of art. The study emphasizes the importance of building an ethical principle and art value mapping system, proposing implementation strategies for full-process ethical embedding and dynamic evaluation feedback mechanisms. Additionally, it explores specific paths for intelligent transformation from multiple dimensions, including creation, performance, and education, pointing the way for the future development of vocal art forms.