Sarasas Journal of Humanities and Social Science

A DEVELOPMENT FRAMEWORK FOR ENHANCING DIGITAL SKILLS OF PERSONNEL IN THE WORK PRACTICES OF THE LAMPANG PROVINCIAL ADMINISTRATIVE ORGANIZATION

Uraiwan Khueahong — 2026-09-16

This study examined the factors influencing the development of digital skills in job performance among personnel of the Lampang Provincial Administrative Organization and proposed guidelines for enhancing these digital skills. This research employed a mixed-methods approach. The quantitative phase involved data collection through a questionnaire administered to a sample of 252 personnel of the Lampang Provincial Administrative Organization. The qualitative phase consisted of in-depth interviews with five key informants, including executives, division directors, and operational staff.

The findings revealed that personnel-related factors had a statistically significant effect on the development of digital skills in job performance among personnel of the Lampang Provincial Administrative Organization at the 0.01 level of significance, with a predictive power of 60.0 percent. The proposed guidelines for developing digital skills were aligned with the digital competency development framework for civil servants and public sector personnel established by the Office of the Civil Service Commission, based on the 70:20:10 learning model. This model emphasizes experiential learning as the core of sustainable digital competency development, consisting of 70 percent learning through self-directed learning and on-the-job practice, 20 percent learning from others, and 10 percent formal learning.

DIGITAL LEADERSHIP OF SCHOOL ADMINISTRATORS UNDER PRAWET DISTRICT BANGKOK METROPOLITAN

Sumittra Kedsa-ard — 2026-09-16

The objectives of this research were 1) to examine the level of digital leadership of school administrators under Prawet District, Bangkok Metropolitan, and 2) to compare the digital leadership of school administrators under Prawet District, Bangkok Metropolitan, classified by gender, education level, work experience, and school size. The sample consisted of 226 teachers from schools in the Prawet District, Bangkok Metropolitan, in the 2024 academic year, and was categorized using the Krejcie and Morgan table. The samples were selected by stratified random sampling and simple random sampling. The instrument was a 5-point rating scale questionnaire with a reliability of 87. The statistics used for the data analysis were frequency, percentage, mean, standard deviation, t-tests, and one-way analysis of variance (ANOVA).

The research findings were as follows: 1) The overall and specific levels of digital leadership of school administrators under Prawet District, Bangkok Metropolitan, were found to be at a high level (x̄ = 4.43, S.D. = .24). 2) The comparison of digital leadership levels classified by gender, education level, work experience, and school size revealed no statistically significant differences.

THE DEVELOPMENT OF COMMUNITY COMMUNICATION IN BAN NAM CHIAO, NAM CHIAO SUBDISTRICT, LAEM NGOP DISTRICT, TRAT PROVINCE, FOR THE PROMOTION OF SUSTAINABLE TOURISM

Kanjananut Pattanasirikunchai — 2026-09-16

The objectives of this independent study were: 1) to examine the communication characteristics of the Ban Nam Chiao community, and 2) to propose guidelines for developing communication within the community to promote sustainable tourism. This study employed a qualitative research methodology, utilizing in-depth interviews with 14 key informants, including community members, community leaders, tourists, and experts in communication and tourism. The study also gathered data from relevant documents and analyzed them using content analysis, guided by the conceptual frameworks of communication for development and sustainable tourism.

The research findings revealed that communication in the Ban Nam Chiao community is characterized by participatory communication, with community members serving as the primary senders. The content focuses on local identity, culture, way of life, and tourism activities, disseminated through both traditional and digital media. However, the study identified limitations in content consistency, integration across communication channels, and strategic communication planning.The proposed guidelines for communication development suggest strengthening community members' communication capacity, establishing systematic two-way communication, improving digital media efficiency, and building collaborative networks among relevant stakeholders. These efforts aim to support community-based tourism and ensure sustainability across economic, social, and environmental dimensions