Modern Academic Development and Promotion Journal

PROCESS OF PROVIDING ELDERLY ALLOWANCE SERVICES IN SAM PHRAN DISTRICT, NAKHON PATHOM PROVINCE

2026-02-04T21:04:05+07:00

This research objectives were (1) To study the process of providing elderly allowance services in Sam Phran District, Nakhon Pathom Province, (2) to study the relationship between variables affecting the process of providing elderly allowance services in Sam Phran District, Nakhon Pathom Province, and (3) to study the suggestions regarding the process of providing elderly allowance services in Sam Phran District, Nakhon Pathom Province. The sample consisted of 266 elderly allowance recipients in Sam Phran District, Nakhon Pathom Province. The research instrument was a questionnaire. Data was analyzed using descriptive statistics including frequency, percentage, mean, and standard deviation, t-test, and One-way ANOVA, and pairwise comparisons using the LSD method.

The research results showed that: (1) the process of providing elderly allowance services in Sam Phran District, Nakhon Pathom Province, was found to be highly appropriate, overall. When considering each aspect, the quality of service had the highest mean, followed by the service provider, the service process and procedures, and the facilities, respectively, (2) the relationship between variables affecting the process of providing elderly allowance services in Sam Phran District, Nakhon Pathom Province, showed that personal factors categorized by gender, education level, and occupation did not differ significantly, both overall and in each aspect. While the classification by age, monthly income, and duration of receiving the allowance showed statistically significant differences, and (3) the suggestions from service users included: the allowance should be allocated equitably to all elderly individuals; clearer public announcements regarding payment dates and times should be provided; the payment schedule should be more definite and timely; and the amount of the allowance should be adjusted to reflect the current cost of living.

GUIDELINES FOR THE USE OF DIGITAL TECHNOLOGY IN SECONDARY SCHOOL MANAGEMENT UNDER THE CHONBURI 3 EDUCATIONAL SERVICE AREA CONSORTIUM, OFFICE OF THE SECONDARY EDUCATIONAL SERVICE AREA CHONBURI RAYONG

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

This study aimed to (1) examine the level of digital technology utilization in secondary school administration, (2) investigate factors influencing the use of digital technology in school administration, and (3) propose development guidelines for promoting digital technology utilization in secondary schools under the Chonburi–Rayong Secondary Educational Service Area Office. A mixed methods research design was employed. The quantitative sample consisted of 281 teachers and school administrators, and data were collected using a questionnaire and analyzed using mean and standard deviation. In the qualitative phase, in-depth interviews were conducted with three key informants, and the data were analyzed using content analysis.

The findings revealed that the overall level of digital technology utilization in secondary school administration was at the highest level (x̄ = 4.78, SD = 0.17). When considering each dimension, the highest mean score was found in budget administration (x̄ = 4.93, SD = 0.23), followed by academic administration (x̄ = 4.89, SD = 0.16), personnel administration (x̄ = 4.65, SD = 0.27), and general administration (x̄ = 4.65, SD = 0.29). The results highlight the importance of strengthening digital competencies among educational personnel and improving technological infrastructure to support effective and sustainable school administration in the digital era.

POSITIVE PSYCHOLOGY AND THE HAPPINESS OF SINGLE MOTHERS IN THAI SOCIETY

2026-02-26T09:58:06+07:00

This academic article aims to analyze the concept of positive psychology in relation to the happiness of single mothers in Thai society and to propose developmental approaches to enhance sustainable quality of life. The study is based on a synthesis of relevant concepts, theories, and literature in the fields of psychology, social sciences, and family development. The analysis reveals that positive psychology, particularly the PERMA framework—which consists of Positive Emotion, Engagement, Relationships, Meaning, and Accomplishment—provides a systematic explanation of the mechanisms underlying happiness among single mothers. In addition, the concept of resilience plays a significant role in enabling single mothers to adapt effectively to life changes, stress, and socio-economic constraints. The happiness of single mothers is therefore not solely dependent on external factors but is closely associated with internal capacities such as self-worth, positive thinking, emotional regulation, and the ability to create meaning in their maternal roles. The article suggests that policies and support measures for single mothers should emphasize strengthening internal psychological resources alongside social and economic support. Such an integrated approach can promote emotional stability, well-being, and long-term quality of life, leading to sustainable family and social development in Thai society while reducing vulnerability among single mothers in both the short and long term.

THE INFLUENCE OF CONTENT MARKETING ON BUSINESS OPERATIONS OF MEDIUM-SIZED ONLINE ENTREPRENEURS: A CASE STUDY IN SANUK PROVINCE

2026-02-19T13:17:44+07:00

This research article aimed to: 1) examine the level of content marketing and business performance among medium-sized online business entrepreneurs in Sanuk Province, and 2) analyze the influence of content marketing on business performance. The study employed a quantitative research design. The sample consisted of 380 medium-sized online business entrepreneurs. Data were collected using a questionnaire. Statistical techniques used for data analysis included percentage, mean, standard deviation, one-way analysis of variance (ANOVA), and multiple regression analysis.

The findings revealed that:

Overall content marketing was at a high level ( = 4.10, S.D. = 0.856). The components ranked from highest to lowest mean were consistency in content publishing, use of online channels for content distribution, content quality and attractiveness, and alignment of content with customer needs. Similarly, overall business performance was at a high level ( = 4.13, S.D. = 0.839), covering brand awareness and brand image building, attracting new customers, retaining existing customers and fostering brand loyalty, and increasing sales.

2. The analysis of the influence of content marketing on business performance indicated that all four dimensions—content quality and attractiveness, consistency in content publishing, alignment with customer needs, and use of online distribution channels—had a statistically significant effect on business performance at the 0.05 level.

IMPROVING QUALITY OF WORK LIFE FOR LOWER-RANKING POLICE OFFICERS AT THONGLOR METROPOLITAN POLICE STATION

2026-02-19T09:00:16+07:00

This research objectives were 1) To study developing quality of work life of non-commissioned police officers at Thonglor Metropolitan Police Station, and 2) to study the guidelines for developing quality of work life of non-commissioned police officers at Thonglor Metropolitan Police Station. A quantitative research methodology was used. The sample group consisted of 158 non-commissioned police officers from Thonglor Metropolitan Police Station. The research instrument was a questionnaire. Data was analyzed using frequency, percentage, mean, and standard deviation statistics.

The research results found that 1) the overall developing quality of work life of non-commissioned police officers at Thonglor Metropolitan Police Station was at a moderate level ( = 3.23, S.D. = .498). Considering each aspect, the aspect of social benefit had the highest mean, at a high level. This was followed by employee rights, work-life balance, social integration or collaboration, opportunities for competency development, safe and health-promoting working conditions, and career advancement and job security, respectively.Meanwhile, the aspect of receiving adequate and fair compensation had the lowest mean. The findings regarding the quality of work life for non-commissioned police officers at Thonglor Metropolitan Police Station were: 1) Development; 2) the guidelines for developing quality of work life for non-commissioned police officers at Thonglor Metropolitan Police Station: the majority of non-commissioned police officers suggested improving welfare and compensation to be commensurate with workload and risk, accounting for 24.05%. This was followed by support for career advancement and security (20.25%), promoting continuous training and skill development (17.72%), and developing a positive work atmosphere and organizational unity (10.13%).

RESEARCH THE RELATIONSHIP BETWEEN ACADEMIC STRESS AND SOCIAL ANXIETY FACTORS AT GUANGXI TALENT INTERNATIONAL COLLEGE

2026-02-16T20:57:07+07:00

The objectives of this research were: 1) to study academic stress at Guangxi Talent International College, 2) to study social anxiety factors at Guangxi Talent International College, and 3) to study the relationship between academic stress and social anxiety factors at Guangxi Talent International College. This study adopts a quantitative method to explore the relationship between academic stress and social anxiety at Guangxi Talent International College. The accidental random sampling was 375 students at Guangxi Talent International College, selected according to Krejcie and Morgan table (1970). The research instrument was a self-designed questionnaire. The statistics used were frequency, percentage, mean, standard deviation, and Pearson product moment correlation coefficient.

The research results were:

Academic stress at Guangxi Talent International College in 6 aspects was at a high level ( =3.97, S.D.=0.84). Considering the results of these 6 research aspects were as follows: the highest rank was "Employment Pressure" ( =4.28, S.D.=0.64), indicates a high level. Followed by "Time Management Stress" ( =4.09, S.D.=0.82), whereas “Course Load” was the lowest rank ( =3.76, S.D.=0.85).
Social anxiety factors at Guangxi Talent International College in 2 aspects was at a high level ( =3.87 S.D.= 0.98). Considering the results of these 2 research aspects were as follows: the highest rank was "Family Factors" ( =3.89, S.D.=0.89), whereas “Environmental Factors” was the lowest rank ( =3.84, S.D.=1.08).
It was found that the relationship between academic stress and social anxiety factors has a positive correlation at the very high level with statistical significance level at .01 (r=0.66**).

A A STUDY ON THE RELATIONSHIP BETWEEN STUDENTS’ LEARNING MOTIVATION AND LEARNING ENGAGEMENT THE “UNIVERSITY THAI LANGUAGE” COURSE AT GUANGXI UNIVERSITY OF FOREIGN LANGUAGES

2026-02-16T20:54:56+07:00

This study examines the levels of learning motivation and learning engagement and their relationships among full-time undergraduates enrolled in the “University Thai Language” course at Guangxi University of Foreign Languages. Grounded in Self-Determination Theory, a mixed-methods design was adopted. The qualitative component was included to clarify how different types of motivation are reflected in students’ actual learning engagement. A total of 312 students completed validated scales measuring five dimensions of learning motivation and three dimensions of learning engagement. Descriptive statistics, Pearson correlation, and multiple regression analyses were conducted, supplemented by interviews.

Results indicate moderately high levels of learning motivation (M = 3.816) and learning engagement (M = 3.756), with emotional engagement highest and cognitive engagement comparatively lower. Learning motivation was strongly and positively correlated with learning engagement (r = 0.775, p < .01) and significantly predicted engagement, explaining 60% of the variance (R² = 0.601). All five motivational dimensions significantly predicted engagement, with external recognition motivation showing the strongest effect. Learning motivation also significantly predicted behavioral, emotional, and cognitive engagement. The findings suggest that while students demonstrate positive emotional involvement and active participation, deeper cognitive engagement remains relatively limited and may require stronger intrinsic regulation and instructional support. Interview data further indicate that employment expectations and social recognition are important drivers of engagement in this context.

The findings confirm that learning motivation functions as a central driver of academic engagement in Thai language learning and provide empirical implications for enhancing instructional design and motivational support in less commonly taught language programs. The study also contributes contextual evidence on how regional and career-oriented factors may shape the balance between intrinsic and extrinsic motivation in university language education.

ORGANIZATIONAL COMMITMENT OF STUDENTS INFLUENCING THE DECISION TO PURSUE HIGHER VOCATIONAL CERTIFICATE STUDIES AT AYUTTHAYA COMMERCIAL TECHNOLOGY COLLEGE

2026-02-07T15:55:58+07:00

This quantitative research aimed to: (1) examine the level of organizational commitment among higher vocational certificate students at Ayutthaya Commercial Technology College, (2) investigate the level of factors influencing students’ decisions to pursue further studies at the higher vocational certificate level, and (3) analyze the organizational commitment affecting the decision to continue studying at the same level. The population consisted of 98 first-year regular program students in the academic year 2025 who had previously completed their vocational certificate from the same institution. Data were collected from the entire population. The research instrument was a questionnaire, which was validated by experts. Data collection was conducted using the questionnaire, and statistical analysis included descriptive statistics (mean and standard deviation) and inferential statistics using stepwise multiple regression analysis. The research findings indicated that: (1) the overall level of organizational commitment was high. When ranked from the highest to the lowest mean score, the dimensions were: the desire to maintain membership as students of the college, followed by acceptance of the institution’s goals and values; (2) the overall level of decision-making factors influencing students to pursue further studies was high. The highest mean score was found in the career opportunity factor, followed by personal reasons and the curriculum; and (3) organizational commitment was found to significantly influence the decision to pursue higher vocational certificate studies at the 0.05 level of significance, with a coefficient of determination (R²) of 0.567.

THE PROMOTING OF A DEMOCRATIC REGIME OF GOVERNMENT WITH THE KING AS A HEAD OF STATE BASED ON BUDDHIST PRINCIPLES

2026-02-27T11:12:59+07:00

This study aimed to (1) study the general conditions of Thailand’s democratic regime with the King as Head of State based on Buddhist principles in the present context, (2) analyze Buddhist doctrines, concepts, and theories, and (3) create knowledge for strengthening democracy under the monarchy through Buddhist principles. The study employed in-depth interviews and focus group discussions with 35 purposively selected participants, including Buddhist scholars, government officials, politicians, academics, and citizens in Nakhon Si Thammarat Province. Data were analyzed using inductive content analysis.

The findings revealed that:

General Conditions of Governance under a Democratic System with the Monarch as Head of State through Buddhist Principles, the strengths lie in the integration of democratic structures with Buddhist virtues, with the monarch serving as the unifying center. Weaknesses arise from corruption and a lack of strong civic engagement. Opportunities for development stem from cultural and religious capital, as well as transparent technologies. Threats include distortions of democracy, authoritarianism, and misinformation in the online sphere.
Buddhist Principles, Concepts, and Theories, Buddhist principles play a vital role in fostering legitimacy, unity, and prioritization of the common good. They ensure that Thai democracy is not based solely on law and majority rule, but also centers on virtue and righteousness.
Knowledge on Promoting Democratic Governance with the Monarch as Head of State through Buddhist Principles, it requires a foundation of moral and ethical values derived from Buddhism, emphasizing participation, governance that integrates the rule of law with the Ten Royal Virtues, transparent accountability, rights and freedoms within a moral framework, and the adoption of Buddhist principles as a way of life, with the monarch as the unifying center.

THE 9 VALUES COMMUNITY: THE PROCESS OF CREATING SOCIAL VALUE IN BURI RAM PROVINCE

2026-02-02T18:11:40+07:00

This research article aimed to: (1) construct the “9-D” community identity; (2) strengthen warm families based on the 9-D principles; (3) develop 9-D networks within Thai society; and (4) cultivate 9-D values while reviewing relevant bodies of knowledge and research approaches. Fieldwork was conducted in five districts of Buriram Province—Ban Dan, Krasang, Lam Plai Mat, Huai Rat, and Na Pho—covering designated target villages. Data were collected through in-depth interviews, focus group discussions, and participatory community forums. Purposive sampling was employed to select key informants, including 10 monks or religious leaders, 5 community leaders, 5 community representatives/local scholars/academics, and 30 students or activity participants per community, totaling 50 participants per community and 450 participants overall. Research instruments included semi-structured interview forms, small-group meetings, and a set of 9-D community activities, comprising focus group discussions, network forums, and 21 training sessions on 9-D value cultivation with pre- and post-tests, as well as the formulation of community regulations. Qualitative data were analyzed using thematic descriptive analysis, while quantitative data were examined using basic statistics, including percentage, mean, and standard deviation.

The findings revealed that:

1) Community identity emerged from ethnic and cultural diversity integrated with religious practices in daily life. The “Bowon” (home–temple–school/community) synergy functioned as a driving mechanism, with the temple serving as the spiritual and communal center. Community development employed culture both as an objective and as an instrument, emphasizing the preservation of traditions, rituals, and local wisdom through participatory processes.

2) The development of warm families was grounded in cohabitation, effective communication, love, trust, and child-rearing in accordance with the 9-D principles. This led to the design of a two-day program comprising ten activities. The overall evaluation was at a high level (M = 4.39).

3) The 9-D network operated at three levels—provincial, subdistrict, and village—through the “9-D Peaceful Village Charter.” Five key success factors were identified: leadership, committee structures, participation, faith-based commitment, and evaluation mechanisms.

4) The cultivation of 9-D values emphasized collaboration among families, temples, schools, and government agencies. It fostered participatory systems that extended to economic and environmental development. The study recommends continuous public campaigns and the promotion of savings groups, cooperatives, supplementary occupations, organic agriculture, renewable energy, and community-based sufficiency economy learning centers.

AN ASSESSMENT OF HAPPINESS AND WELL-BEING LEVELS OF RESIDENTS IN NATIONAL HOUSING AUTHORITY COMMUNITIES

2026-02-08T08:55:41+07:00

This research aims to 1) study the levels of happiness and well-being among residents across economic, social, and community/environmental dimensions; 2) propose guidelines for developing strong and sustainable communities in alignment with the Sustainable Development Goals (SDGs) ; and 3) present solutions to obstacles and recommendations for the development of other communities. This study employed a mixed-methods research design. The population and sample consisted of residents in 5,125 Baan Eua-Arthorn condominium units, who provided data via rating-scale questionnaires collected from juristic persons. Descriptive statistics, including mean ($\overline{X}$) and standard deviation (S.D.), were utilized for data analysis. Additionally, in-depth interviews were conducted with 38 participants, including juristic person managers, community leaders, and residents, using content analysis.

The research findings are as follows

The overall level of happiness and well-being of the residents is at a high level. When categorized by dimension, the social dimension ranked highest, followed by the community and environmental dimension, and the economic dimension, respectively.
Guidelines for strengthening and sustaining the community in accordance with the SDGs emphasize integrating vocational skills and digital technology to enhance economic competitiveness. This is coupled with establishing proactive healthcare systems and robust safety networks within the social dimension, alongside environmental management through comprehensive waste systems and clean energy under the principles of good governance.
Solutions to obstacles and key recommendations comprise 10 essential issues, such as developing a new generation of youth leaders, expanding multilateral cooperation networks, and utilizing digital databases for transparency. These measures aim to ensure developmental continuity and equitably elevate the quality of life for all age groups in the future.

THE DEVELOPMENT OF PUBLIC POLICY FOR PARTICIPATORY HEALTH PROMOTING IN LOWER SOUTHERN REGION OF THAILAND

2026-02-27T21:25:18+07:00

This study aimed to 1) Analyze the general conditions of public policy development for participatory health promotion in the lower southern region of Thailand. 2) Examine concepts and theories related to the development of public policy for participatory health promotion. 3) Generate knowledge regarding the development of public policy for participatory health promotion in the lower southern region of Thailand. The study employed a qualitative research approach. In-depth interviews and focus group discussions were conducted with purposively selected participants, including public health practitioners, local administrative organizations, local political officials, community leaders, and local residents within Health Region 12, totaling 35 participants. Data were analyzed using inductive content analysis.

The findings revealed that:

The development of participatory health promotion policy in Thailand’s Lower Southern Region shows positive progress but remains limited by gaps in understanding, participation, and communication—especially among vulnerable groups and youth. Linked to broader social issues, it presents both opportunities and challenges that must align with community contexts to achieve sustainable well-being.
The concepts and theories indicate strengths rooted in social and religious capital, yet they are constrained by limited resources and participation. Although opportunities arise from village health volunteers, technology, and external support, significant challenges remain, including an aging society, inequality, and instability.
The knowledge on developing public policy for participatory health promotion in Thailand’s Lower Southern Region suggests that policy should be grounded in social, cultural, and religious capital, with decentralized structures empowering local authorities and encouraging active public participation. It should strengthen community networks and village health volunteers, adopt proactive and inequality-reducing measures, ensure transparent resource management, and integrate robust information systems and
e-Health. The expected outcomes include improved well-being, stronger communities, and sustainable development through health charters and intergenerational continuity.

TEACHERS’ DIGITAL COMPETENCE MODEL FOR HIGHER VOCATIONAL COLLEGES IN SHAANXI PROVINCE

2026-02-12T09:19:15+07:00

This research article aims to: 1) assess the level of teachers’ digital competence in higher vocational colleges in Shaanxi Province; 2) validate the measurement structure of teachers’ digital competence through confirmatory factor analysis; and 3) conduct a convergent mixed-methods research study collecting data from teachers in higher vocational colleges and expert or administrator informants, and analyse the data using descriptive statistics, correlation analysis, and higher-order confirmatory factor analysis complemented by inductive thematic coding to synthesise a context-tailored teachers’ digital competence model for vocational institutions. The research results found that: 1) teachers’ digital competence in Shaanxi’s higher vocational colleges is generally at a comparatively high level across the competence domains, indicating a solid foundation for ongoing digital transformation and instructional improvement; 2) the confirmatory factor analysis supports a coherent higher-order, multidimensional structure, providing evidence that the proposed domains reliably represent an integrated construct of teachers’ digital competence; and 3) integrating quantitative patterns with qualitative insights yields an eight-domain teachers’ digital competence model for Shaanxi’s higher vocational context, comprising School Support, Professional Development, Teacher Motivation, Digital Ethics and Security, Communication and Collaboration, Information Literacy, Digital Pedagogical Integration, and Digital Assessment and Feedback, which offers an actionable framework for institutional evaluation, targeted professional development, and policy design.

DEVELOPMENT OF A HUMAN RESOURCE INFORMATION AND SERVICES SYSTEM FOR TEACHERS AT NANNING UNIVERSITY

2026-02-11T08:00:39+07:00

The objectives of this research were: 1) to study the state of the human resource information and services system for teachers, and 2) to propose the development guidelines of the human resource information and services system for teachers at Nanning University. This study employed a mixed-method descriptive research design. The sample group was 278 full-time teachers from all departments who used the human resource information and services system at Nanning University. The research instruments included a questionnaire and semi-structured interviews. The data were analyzed using percentage, mean, standard deviation, and content analysis.

The results were found that: 1) The current situation of the human resource information and services system for teachers in five aspects was at a high level.; and 2) the proposed development guidelines adopt a multi-dimensional approach, as follows: 2.1) the University should promote technology-supported recruitment through standardized procedures and clearer departmental coordination, while improving onboarding integration; 2.2) the University should establish a unified and authoritative faculty data platform based on a one-entry, shared-access mechanism to strengthen decision support; 2.3) the University should develop a structured training system and strengthen the linkage among training, performance evaluation, and career development; 2.4) the University should enhance performance evaluation by adopting data-driven and development-oriented mechanisms and improving personal performance records; and 2.5) the University should strengthen compensation management by improving transparency, accuracy, and governance to ensure reliable data utilization. This study contributes a systematic and practice-oriented framework for optimizing university human resource information and services systems, providing both theoretical reference and practical guidance for institutional human resource digital transformation.

THE IMPACT OF EARNINGS MANAGEMENT ON CAPITAL STRUCTURE DECISION-MAKING FROM THE PERSPECTIVE OF ACCOUNTING INFORMATION QUALITY: A CASE STUDY OF LONGI GREEN ENERGY TECHNOLOGY CO., LTD

2026-01-29T19:35:58+07:00

This study took LONGi Green Energy Technology Co., Ltd. as a case to explore how earnings management (including through accounting estimates, operating activities, income smoothing, and target-oriented approaches) affects capital structure decision-making via accounting information quality. Based on financial theories and empirical findings, an integrated analytical model was constructed and rigorously tested, analyzing the distinct impacts of four types of earnings management on capital structure decisions. Employing a quantitative approach with 400 questionnaires (82.0% valid response rate), the results revealed significant effects of all four types on the company's capital structure decisions. this study proposes strategic recommendations for LONGi Green Energy Technology Co., Ltd. and related enterprises from the perspective of enhancing accounting information quality to optimize capital structure decision-making:
(1) Strengthen the identification and monitoring mechanisms for earnings management; (2) Optimize the design of financial management and decision-making processes; (3) Enhance external information communication and transparency management.

EFFECTS OF SELF-CONGRUENCE AND FEAR OF MISSING OUT ON ONLINE IMPULSE BUYING IN INFLUENCER MARKETING: EVIDENCE FROM YOUNG ADULTS IN THAILAND

2026-01-07T10:41:00+07:00

This study aims to investigate the influence of self-congruence and fear of missing out (FOMO) on online impulse buying intention in the context of influencer marketing in Thailand. The sample consisted of 334 young adults aged 21-45 years who actively use social media and follow influencers, selected through purposive sampling. Data were collected using an online questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM).

The findings revealed that self-congruence (β = -0.279, p < 0.001) and fear of missing out (β = 0.620, p < 0.001) significantly influenced online impulse buying intention. Self-congruence exhibited a negative effect, suggesting that when consumers perceive greater congruence between their self-identity and the influencer-product image, this activates a deliberative cognitive process that functions as a self-regulatory mechanism, inhibiting momentary emotional impulses and thereby reducing impulsive purchasing tendencies. In contrast, FOMO demonstrated a strong positive effect on online impulse buying intention. Furthermore, self-congruence did not significantly influence FOMO (β = -0.097, p > 0.05), indicating that self-congruence, as a deliberative cognitive process, operates independently from FOMO, which constitutes an automatic affective response. These two psychological mechanisms thus function through distinct pathways in shaping consumer behavior.

The findings offer both theoretical and practical implications. Theoretically, this study extends self-congruence theory to the online impulse buying intention context, revealing that self-congruence functions as a cognitive self-regulatory mechanism that inhibits impulsive purchasing behavior. Practically, marketers can apply these findings to design ethically responsible FOMO strategies for driving short-term sales while considering consumer welfare. Moreover, the findings suggest that consumer awareness of these psychological mechanisms plays a critical role in purchasing decisions, providing foundational evidence for the development of media literacy initiatives in the influencer marketing context.

DEVELOPMENT GUIDELINES FOR PSYCHOLOGICAL HEALTH OF STUDENTS WITH SPECIAL NEEDS AT LESHAN NORMAL UNIVERSITY

2026-03-03T21:32:33+07:00

Psychological health is an important factor affecting the academic success and well-being of university students, especially those with special needs. the objectives of this research were: 1) to study the current situation of psychological health and 2) to the development guidelines of psychological health for students with special needs in Leshan Normal University. The sample was 140 students with special needs in Leshan Normal University. The research instruments included a questionnaire and semi-structured interviews. The data were analyzed using percentage, mean, standard deviation, and content analysis.

The results showed that: 1) the current situation of psychological health of students with special needs in Leshan Normal University in five aspects was at a high level. And 2) the development guidelines involve a multidimensional approach. The research results indicate that, 2.1) The cultivation of a positive attitude towards life needs to rely on positive guidance and practical empowerment. Through encouraging education, emotional management training, and other methods, it can improve students' mentality, enhance their action efficiency and emotional control ability, and alleviate the impact of negative emotions; 2.2) The improvement of healthy self-cognition is based on practical clarify their academic advantages; 2.3) The construction of harmonious to take into account both general abilities and targeted needs, and alleviate transgender reflection and multiple interactions. With the help of activities such as growth portfolios and advantage exploration, it helps students establish self-identity and communication anxiety by improving communication skills; 2.4) Adaptive training focuses on situational drills and thinking shaping, and uses strategies such as social drills and goal decomposition to enhance students' ability to cope with changes and new tasks; and 2.5) As the core guarantee of mental health, emotional regulation ability needs to combine self-acceptance with external empowerment. It can accumulate positive emotions through emotional diaries, peer support, etc., and improve the ability to cope with negative emotions with the help of scientific strategies.

THE INFLUENCE OF EXECUTIVE SUPPORT, INTERNAL AUDITOR INDEPENDENCE, AND MONITORING AND EVALUATION ON THE JOB PERFORMANCE OF INTERNAL AUDITORS IN LOCAL ADMINISTRATIVE ORGANIZATIONS, NAKHON PATHOM PROVINCE

2026-03-03T14:28:12+07:00

This study aimed to examine the influence of executive support, internal auditor independence, and monitoring and evaluation on the job performance of internal auditors in local administrative organizations in Nakhon Pathom Province. The research employed a quantitative approach. The population consisted of internal auditors working in local administrative organizations in Nakhon Pathom Province, with one auditor representing each organization. A total of 91 respondents participated in the study, and all were required to have at least one year of work experience. The research instrument was a structured questionnaire. Data were analyzed using multiple regression analysis to test the research hypotheses.

The findings revealed that executive support had a standardized regression coefficient (β) of 0.468 and internal auditor independence had a standardized regression coefficient (β) of 0.445, both showing a statistically significant positive influence on the job performance of internal auditors in local administrative organizations in Nakhon Pathom Province. However, monitoring and evaluation did not demonstrate a statistically significant effect. Therefore, organizations should strengthen policy and structural support mechanisms that safeguard the independence of internal auditors. In addition, the quality of monitoring and evaluation systems should be improved to ensure alignment with managerial decision-making processes. Future research should further explore the role of monitoring and evaluation as a mediating or moderating variable in the relationship among these factors.

THE RELATIONSHIP BETWEEN STUDENTS' LEARNING STYLE AND THE LANGUAGE EXPRESSION ABILITY IN GUANGXI TALENT INTERNATIONAL COLLEGE

2026-02-16T20:46:24+07:00

The objectives of this research were: 1) to study the learning styles of students at Guangxi Talent International College; 2) to study the language expression abilities of students at Guangxi Talent International College; 3) the relationship between learning styles and language expression abilities among students at Guangxi Talent International College. The sample group consisted of 375 students, selected through simple random sampling from 12,000 enrolled students at Guangxi Talent International Vocational College. The research instruments included a structured questionnaire, focusing on the relationship between students' learning styles and language expression abilities. Statistical data were calculated using mean and standard deviation to measure central tendency and variability, respectively.

The research results were:

Students' learning style in Guangxi Talent International College in 5 aspects was at a high level ( =4.36, S.D.=0.73). Considering the results of these 5 research aspects were as follows: the highest rank was "Visual" ( =4.39, S.D.=0.71), indicates a high level. Followed by "Social" ( =4.38, S.D.=0.72), whereas “Kinesthetic” was the lowest rank ( =4.34, S.D.=0.75).
Language expression ability in Guangxi Talent International College in 5 aspects, was at a high level ( =4.34, S.D.=0.72). Considering the results of these 5 research aspects were as follows: the highest rank was " Vocabulary " ( =4.37, S.D.=0.71), indicates a high Followed by "Oral Fluency" ( =4.36, S.D.=0.70), whereas “Listening Comprehension” was the lowest rank ( =4.32, S.D.=0.74).
It was shown that the relationship between students' learning style and the language expression ability has a positive correlation at the high level with statistical significance level at .01 (r=0.78).

THE JOINT EFFECTS OF CEOs’ CHARACTERISTICS AND FIRM DIGITALIZATION ON ASSET PRICING: EVIDENCE FROM THE CHINESE CAPITAL MARKET

2026-02-24T11:59:41+07:00

This research article aims to: 1) To examine whether firm digital transformation is associated with subsequent stock returns in the Chinese A-share market. 2) To investigate the direct effects of CEO age, gender, overseas experience, hometown identity, and CEO duality on stock returns. 3) To analyze the moderating effects of CEO characteristics on the relationship between firm digital transformation and stock returns. This study conducts a quantitative empirical research study collecting panel data from approximately 2,500 non-financial listed firms in the Chinese A-share market over the period 2008–2023, yielding 17,820 firm-year observations; and analyzes the data using panel regression models and Fama–MacBeth cross-sectional regressions to test both direct and moderating effects.

The research results found that: 1) Firm digital transformation is positively and significantly associated with subsequent stock returns, indicating the existence of a digital premium in the capital market. 2) CEO characteristics exhibit heterogeneous direct effects on stock returns, with CEO age negatively related to future returns and overseas experience positively associated with stock performance, while gender shows marginal significance and hometown identity and CEO duality do not present robust independent effects. 3) CEO characteristics significantly moderate the relationship between firm digital transformation and stock returns, as the digital premium is stronger under overseas-experienced and dual CEOs but weaker under older and hometown CEOs.

ENTREPRENEURIAL SELF-EFFICACY AND INNOVATION PERFORMANCE IN CHINESE TECHNOLOGY-BASED NEW VENTURES: THE MEDIATING ROLES OF ENTREPRENEURIAL MOTIVATION AND RESOURCE BRICOLAGE

2026-02-09T20:06:57+07:00

This research article aims to: (1) examine whether entrepreneurial self-efficacy (ESE) directly influences innovation performance in Chinese technology-based new ventures; (2) investigate the mediating roles of entrepreneurial motivation (EM) and resource bricolage (RB) in the relationship between ESE and innovation performance; and (3) evaluate whether organizational learning (OL) moderates the strength of this relationship. The study employed a quantitative research design, collecting survey data from 740 founders and senior executives of technology-based new ventures across 29 regions in China. The data were analyzed using confirmatory factor analysis (CFA) and structural equation modeling (SEM).

The research results found that: (1) Entrepreneurial self-efficacy has a significant positive direct effect on innovation performance. (2) Entrepreneurial motivation and resource bricolage both serve as significant mediators in the relationship between ESE and innovation performance, indicating complementary mediation mechanisms. (3) Organizational learning significantly moderates the relationship between ESE and innovation performance, such that the positive effect of ESE is stronger under high levels of organizational learning.

FACTORS INFLUENCING UNIVERSITY STUDENTS' SATISFACTION WITH ART EXHIBITIONS: THE CASE OF AN ART COLLEGE IN YUNNAN, CHINA

2026-02-16T20:48:09+07:00

This study aimed to investigate the key factors influencing satisfaction with art exhibitions, specifically among students from an art college in Yunnan, China. The research focused on six potential influencing factors: perceived communication, perceived trust, service, product, social value, and emotional value. A quantitative methodology was employed. Data were collected via a questionnaire survey from a sample of 90 students and analyzed using Multiple Linear Regression (MLR) to test the relationships between these factors and overall satisfaction.

The analysis revealed that students' satisfaction is significantly and positively influenced by perceived communication, perceived trust, service, and emotional value. Interestingly, the product dimension (representing the artwork and exhibition content itself) showed a significant negative impact. In contrast, social value was found to have no statistically significant effect on satisfaction in this context. These findings suggest that for this student group, the quality of communication, trust in the exhibition, and emotional engagement are more critical drivers of satisfaction than the intrinsic quality of the artworks or the social aspects of the visit.

THE USE OF ARTIFICIAL INTELLIGENCE TO FORECAST PASSENGER AIR TRAVEL DEMAND

2026-01-23T12:47:36+07:00

This study aimed to 1) investigate the factors affecting air travel demand among passengers, and 2) examine the capability of artificial intelligence (AI) in forecasting passenger air travel demand. This research employed a quantitative research approach using a questionnaire to collect data from a sample of 400 passengers traveling on both domestic and international flights. Data analysis included descriptive statistics, such as mean and standard deviation (Mean & SD), as well as Pearson correlation to examine the relationships between various factors and air travel demand.

The findings revealed that:

For Objective 1) The results for the first objective revealed that digital information and technology had a mean score of 4.42 (SD = 0.53), passenger behavior 4.35 (SD = 0.57), economic factors 4.21 (SD = 0.62), and seasonal and temporal factors 4.08 (SD = 0.65). All factors showed a statistically significant positive correlation with air travel demand (p < 0.05), indicating that passengers consider digital information, personal behavior, economic conditions, and timing as important in planning air travel.

For Objective 2) For the second objective, the findings indicated that AI can forecast air travel demand effectively. Accuracy scored 4.31 (SD = 0.55), processing speed 4.46 (SD = 0.50), support for flight planning 4.38 (SD = 0.52), and managerial decision support 4.29 (SD = 0.58). These results demonstrate that the integration of AI with digital information and passenger behavior enhances forecasting accuracy and speed, supports flight planning, and facilitates strategic decision-making in airline operations.

In conclusion, applying AI in conjunction with digital data and passenger behavioral insights can significantly improve the effectiveness of air travel demand forecasting and support operational and strategic management in the airline industry.

QUALITY OF WORK LIFE AND PUBLIC SECTOR HUMAN RESOURCE MANAGEMENT

2026-02-20T18:11:36+07:00

This academic article aims to synthesize concepts, theories, and empirical studies related to Quality of Work Life (QWL) and to explain its linkage with public sector human resource management. The focus is placed on local-level public agencies, such as district offices and frontline service units, which operate under complex workloads, resource constraints, and increasing public expectations. The study employs a literature review and knowledge synthesis of both domestic and international academic sources in order to develop a systematic understanding of QWL as a key mechanism in public human resource management.

The findings indicate that the concept of QWL encompasses both structural and psychosocial dimensions of work. These include fair compensation and benefits, safe and healthy working conditions, opportunities for capacity development, job security and career advancement, social integration and positive workplace relationships, organizational justice and participation, work–life balance, and employees’ perceived meaning and social value of their work. These interrelated components collectively shape the overall work experience of public sector personnel. Furthermore, QWL is significantly associated with work motivation, job satisfaction, organizational commitment, and job performance. This relationship is particularly crucial in local public agencies that rely on personnel continuity and contextual knowledge of the community. Systematic promotion of QWL can reduce work-related stress and burnout, foster a collaborative organizational climate, and enhance the quality of public service delivery, thereby strengthening public trust in the long term. Therefore, the development of Quality of Work Life (QWL) should be driven in an integrated manner at the policy, procedural, and organizational psychology levels in order to enhance motivation, organizational commitment, and the effectiveness of public service delivery.

THE INFLUENCE OF DIGITAL MARKETING ON THE SERVICE QUALITY OF LOGISTICS BUSINESSES ON ONLINE PLATFORMS

2026-02-25T13:17:52+07:00

This research aims to 1) study the influence of digital marketing on the service quality of online logistics businesses, and 2) find ways to understand the connection between digital technology and customer satisfaction. This study uses qualitative research methods, collecting data from documents and semi-structured in-depth interviews with a purposive sample of three logistics experts and five e-commerce users. The data were analyzed using content analysis and thematic analysis.

The research findings suggest that

1) Digital marketing communication through real-time parcel tracking systems is a major factor in converting advertising perception into trust in service quality.

2) The convenience of reverse logistics systems on online platforms, especially paperless returns, is a key indicator of repeat purchase decisions.

3) The use of artificial intelligence to create personalized experiences and rapid interaction through chatbots significantly impacts customer satisfaction.

4) The security of personal data on online platforms is a fundamental factor in building consumer trust. The study concludes that logistics businesses need to systematically integrate information technology into their business processes to create a sustainable competitive advantage in the digital economy.

DANCE LEARNING MOTIVATION AMONG BROADCASTING AND HOSTING MAJORS: A STUDY AT SICHUAN UNIVERSITY OF MEDIA AND COMMUNICATIONS

2026-02-16T20:52:05+07:00

This quantitative study investigates the low motivation crisis in required dance courses among second-year Broadcasting and Hosting majors at Sichuan University of Media and Communications (n=100). Using a questionnaire validated by experts and a pilot test, it examines how pedagogical factors (teacher immediacy and credibility) and psychological factors (learning goal orientation, needs, stimulation, and ability) predict learning motivation. Multiple Linear Regression results reveal that all six variables have significant positive effects, collectively explaining 72.5% of the variance in motivation (R²=0.725). The findings uniquely highlight that for these media-focused students, cultivating mastery goals and teacher relational qualities are more critical for engagement in physical art forms than general ability beliefs, providing actionable strategies to transform a mandatory requirement into a motivating learning experience.

THE DEVELOPMENT GUIDELINES FOR STUDENTS’ LEARNING STYLES IN QUFU FAREAST VOCATIONAL AND TECHNICAL COLLEGE, CHINA

2026-03-03T21:36:07+07:00

The objectives of this research were: 1) to study the current situation of learning styles of students, and 2) to propose development guidelines for learning styles of students in the accounting program at Qufu Fareast Vocational and Technical College, China The sample were 169 students' program in Accounting at Qufu Fareast Vocational and Technical College, China. Research instruments included: 1) 5-point rating scale questionnaire, and 2) structured interview. data analysis by using percentage, mean, standard deviation and content analysis.

The results were found that 1) The current situation of learning styles of students in the accounting program at Qufu Fareast Vocational and Technical College, China in five aspects was at high level. Considering in each aspect, it found that auditory was the highest level, followed by kinesthetic, cognitive, visual, and emotional was the lowest level. And 2) The development guidelines for accounting students’ learning styles at Qufu Fareast Vocational and Technical College, China have multiple approached as follow: (1) Carry out visualized classroom teaching with flowcharts, mind maps and financial training software to materialize abstract accounting knowledge; offer accounting drawing courses, include visual tasks in assessment, build visual resource libraries and hold competitions to enhance visual learning ability. (2) Build a full-process auditory and oral expression training system via classroom interaction and audio resources; integrate oral presentations and case oral examinations into daily assessment, set up debate platforms, and optimize evaluation feedback with video review and hardware support. (3) Implement project-based and immersive practical teaching through post rotation and simulated scenarios in training rooms; establish a standardized kinesthetic training system, carry out school-enterprise cooperation and apply VR/AR equipment to strengthen hands-on and muscle memory skills. (4) Guide students to decompose complex accounting tasks and build hierarchical knowledge frameworks; teach learning strategies, set up reflection logs and learning strategy consulting centers, and adopt problem-based learning with real cases. (5) Integrate accounting industry prospects and career paths into teaching, organize enterprise visits and one-on-one tutoring; implement dual-mentor system and career planning courses to connect professional knowledge with career goals and stimulate intrinsic learning motivation.

FROM COURT INSTRUMENT TO CULTURAL REVIVAL: THE HISTORICAL EVOLUTION AND CONTEMPORARY RECONSTRUCTION OF “KONGHOU”

2026-02-27T21:27:41+07:00

This study explores the historical evolution and contemporary reconstruction of the Konghou, an ancient Chinese plucked-string instrument with a history of over two millennia. Drawing on perspectives from history, cultural studies, and communication studies, this research employs a qualitative methodology involving historical document analysis, archaeological interpretation, and a systematic study of Dunhuang grotto murals. To establish empirical credibility, in-depth interviews were conducted with 24 purposefuly selected participants, including 5 professional performers, 7 research experts, 10 audience members, and 2 cultural officials, supplemented by participant observation in professional rehearsal settings.

The study traces the morphological and aesthetic transformations of the Konghou, identifying the socio-cultural factors behind its historical decline and modern revival. Findings indicate that the contemporary reconstruction represents not a simple restoration, but a process of cultural reinterpretation. Crucially, this research identifies specific technological innovations—namely the dual-row 76-string configuration and the advanced pedal modulation system—as the key drivers that have resolved historical tonality limitations and enabled integration into modern orchestral systems. Despite this progress, challenges such as high manufacturing costs and a lack of standardized pedagogical materials persist. To ensure sustainable development, this study proposes strategic pathways involving educational policy (integrating Konghou into school curricula), digital media (leveraging VR/AR for heritage archiving), and economic incentives (tax support for instrument manufacturers). These insights contribute to the broader discourse on the preservation and reconstruction of traditional musical heritage in a globalized context.

THE DEVELOPMENT OF SCIENCE LEARNING ACHIEVEMENT USING THE 5E INQUIRY-BASED LEARNING MODEL WITH SOCRATIC QUESTIONING TECHNIQUES FOR GRADE 6 STUDENTS IN THE THAPHOSINON SAAT SCHOOL NETWORK, UBON RATCHATHANI

2026-02-04T21:09:25+07:00

The purpose of this research was to: 1) Evaluate the effectiveness of the 5-step quest-knowledge learning management combined with learning management using Socratic questioning techniques, with a benchmark of 80/80. 2) Compare pre- and post-learning outcomes using 5-step quest-knowledge learning management combined with learning management using Socratic questioning techniques. 3)Assess student satisfaction with the 5-step quest-knowledge learning management combined with learning management using Socratic questioning techniques. The research employed a sample group of 26 sixth-grade students from Banthaluagnakum School during the second semester of the 2023 academic year. Data collection tools included twelve lesson plans, outcome assessment tests, and student satisfaction questionnaires. Data analysis was conducted using means, percentages, and standard deviations, and the effectiveness of the 5-step quest-knowledge learning management combined with learning management using Socratic questioning techniques approach was measured using E1/E2 and Dependent Sample t-tests.

The results of study were as follows: 1) The 5-step quest-knowledge learning management combined with learning management using Socratic questioning techniques for sixth-grade students, with an efficiency rate of 80.15/82.05. 2) Comparing pre- and post-learning outcomes using the 5-step quest-knowledge learning management combined with learning management using Socratic questioning techniques approach revealed a statistically significant increase in post-learning scores. 3)Student satisfaction with the 5-step quest-knowledge learning management combined with learning management using Socratic questioning techniques approach was rated very high ( = 4.65, S.D. = 0.61)

DEVELOPING INNOVATIVE THINKING SKILLS OF EMPLOYEES IN LOCAL ADMINISTRATIVE ORGANIZATION WITH THAILAND'S GOOD GOVERNANCE AWARD : PAK KRET CITY

2026-01-31T21:54:37+07:00

This research article aimed to (1) examine the level of human resource development (HRD) activities and innovative thinking skills of personnel;
(2) investigate the relationship between HRD activities and innovative thinking skills; and (3) propose guidelines for enhancing innovative thinking skills among personnel of Pak Kret City Municipality, Nonthaburi Province, a model local government organization recognized for good governance. The study employed a quantitative research design using a questionnaire as the research instrument. Data were collected from a sample of 368 municipal personnel. The data were analyzed using descriptive statistics, including percentage, mean, and standard deviation, as well as inferential statistics, specifically Pearson’s product–moment correlation coefficient. The findings revealed that: (1) the overall levels of HRD activities and innovative thinking skills were high, with creative networking showing the highest mean score; (2) HRD activities were positively correlated with innovative thinking skills at the .05 level of statistical significance, indicating that HRD plays a crucial role in fostering innovative capacity. However, no significant relationship was found between traditional training activities and the dimension of imaginative risk-taking, suggesting that conventional training approaches may be insufficient to stimulate creativity within the public sector context; and (3) development guidelines should shift from regulation-based, traditional training formats toward more personalized learning approaches. Supporting individual interests and strengths would more effectively enhance innovative thinking skills and promote sustainable innovation in Thai local government organizations.

THE RELATIONSHIPS BETWEEN INFORMATION TECHNOLOGY MANAGEMENT AND THE EFFECTIVENESS OF SCHOOL INFORMATION SYSTEM MANAGEMENT UNDER THE NAKHON SI THAMMARAT PRIMARY EDUCATIONAL SERVICE AREA OFFICE 2

2026-02-08T08:58:53+07:00

The purposes of this research were to: 1) examine the information technology management of schools, 2) study the effectiveness of school information system management under the Nakhon Si Thammarat Primary Educational Service Area Office 2, 3) investigate the relationship between information technology management and the effectiveness of school information system management, and 4) identify problems and provide recommendations regarding information technology management in schools. The sample consisted of 128 school administrators and teachers responsible for information technology in schools under the Nakhon Si Thammarat Primary Educational Service Area Office 2 during the 2025 academic year. The samples were selected using proportional stratified random sampling based on school size, followed by simple random sampling by drawing lots. The research instruments were two sets of questionnaires using a five-level rating scale. The first questionnaire measured information technology management in schools, while the second focused on the effectiveness of school information system management. The content validity index (IOC) of both questionnaires ranged from .80 to 1.00. The reliability coefficients (Cronbach’s alpha) were .987 for the first questionnaire and .964 for the second. The data were analyzed using mean, standard deviation, and Pearson’s product–moment correlation coefficient.

The results revealed that: 1) the overall level of information technology management in schools was at a very high level, and all aspects were rated at a very high level; 2) the overall effectiveness of school information system management was also at a very high level in all aspects; 3) information technology management was positively correlated with the effectiveness of school information system management at a moderate level, with statistical significance at the .001 level, and correlation coefficients ranging from .528 to .641; and 4) the major problems identified included the lack of integration between information technology management planning and educational quality development plans, resulting in unclear operational direction and insufficient systematic monitoring and evaluation. In addition, schools faced limitations in human resources, budget, and information technology infrastructure, particularly in small-sized schools.

REFRAMING CHENGDU’S URBAN IMAGE ON TIKTOK IN THE SHORT VIDEOS ERA: THEMES, DIFFUSION AND ENHANCEMENT STRATEGIES

2026-02-12T15:44:01+07:00

Short-video platforms do not simply transmit city images; their recommendation systems and engagement incentives actively select what becomes visible internationally. Using Chengdu as a case, this study examines platform-driven urban visibility on TikTok and asks how a city’s digital brand is shaped when “fast” cultural symbols outperform “slow” narratives such as modern industry and natural landscapes. A qualitative case study triangulates content analysis of 200 Chengdu-related TikTok videos (June-July 2025), 15 semi-structured interviews with public-sector practitioners, academics, and creators, and four focus groups with 32 users. Food (34.0%), cultural heritage (22.5%), and lifestyle scenes (18.0%) dominate the visible repertoire, while modern development (14.0%) and natural scenery (4.0%) receive limited attention. Diffusion relies mainly on algorithmic recommendation (65.0%), within a creator ecology led by individual amateurs (63.6%), and engagement is primarily low-effort (likes) rather than co-creative participation. The paper proposes a four-dimension enhancement framework-content optimization, creator support, platform collaboration, and policy safeguards-together with evaluation indicators to monitor engagement depth and shifts in perceived city image.

THE DEVELOPMENT GUIDELINE FOR MENTAL HEALTH OF STUDENTS IN NANNING UNIVERSITY

2026-03-06T15:50:29+07:00

The objectives of this research were: 1) To study the current mental health status of freshmen at the Intelligent Manufacturing College, and 2) To propose development guidelines for the mental health of freshman at the Intelligent Manufacturing College, Nanning University. The sample were 265 freshmen at the Intelligent Manufacturing College in Nanning University. Research instruments included: questionnaire and structured interview. Data analysis by using percentage, mean, standard deviation and content analysis.

The results were found that: 1) the current situation of mental health of freshmen in five aspects was at a high level; and 2) Guidelines for the development of mental health of freshmen of the Intelligent Manufacturing College of Nanning University China is a multiple approach; the researcher has analysis the content as follows: 2.1) The course promotes positive thinking through discussions and emotion recording, and regulates emotions by simulating time-limited challenging scenarios; laboratory mindfulness exercises and result presentations help alleviate anxiety; 2.2) Guide students to assess their own abilities, compare themselves with peers, and focus on their progress through collaboration. Encourage anonymous evaluations and simulation playback to enhance cognition. Promote reflection on the past to cultivate a growth mindset; 2.3) Teach students to distinguish different mental states, reasonably allocate task types, and transform stress into a signal for growth; design challenges based on strengths, connect stress with long-term significance, and establish a connection between stress perception and ability improvement; 2.4) The group takes turns to play different roles and undertake collaborative tasks, which helps new students build trust and reduce social anxiety; sharing vision experiences enhances their sense of identity; setting step-by-step social tasks and teaching communication skills eliminate communication barriers; 2.5) Anonymous assistance, enterprise visits, and interdisciplinary activities expand the social network and secure support from various sources; professors teach communication and assistance skills, guide students to effectively express their needs, and establish mutual assistance mechanisms.

THE POLITICAL ECOLOGY FOR PROMOTION OF TOURISM IN TRANG PROVINCE

2026-02-27T11:15:52+07:00

This research has the following objectives: 1. to analyze the problems related to political ecology in promoting tourism in Trang Province 2. to analyze the factors affecting political ecology in promoting tourism in Trang Province 3. to generate knowledge on political ecology for the promotion of tourism in Trang Province. This study is a qualitative research. Data were collected through documentary research and in-depth interviews. Key informants were selected using purposive sampling, and focus group discussions were conducted with experts and qualified specialists, totaling 35 participants. The research instruments consisted of interview guides, and the data were analyzed using descriptive analysis.

Research findings revealed that: 1. Regarding the problems related to political ecology in promoting tourism in Trang Province, it was found that most political parties do not place importance on formulating clear tourism promotion policies. Instead, they tend to focus on grassroots populations, who constitute the majority of society, in order to gain votes, build patronage, and create trust in politicians and political parties. The absence of clear tourism policies results in a lack of initiative and limited visionary capacity among local politicians in carrying out tourism development efforts.

Factors affecting political ecology in promoting tourism in Trang Province the findings indicate that political party policies are the primary factor. Politicians lack sufficient knowledge, ethical commitment, and vision regarding tourism, and tend to prioritize political competition over development. As a result, governance is ineffective and tourist attractions lack proper maintenance and development. At the same time, patronage systems, political influence, corruption, and a lack of transparency limit the autonomy of civil servants and reduce public participation. Citizens tend to accept the existing system and do not fully exercise their rights and freedoms, which ultimately hinders the sustainable development of tourism.
Knowledge on political ecology for promoting tourism in Trang Province The knowledge derived from this study is synthesized into the PEBDB Model, which explains the interconnections among politics, the economy, the environment, and society. Economic policies change in accordance with political ideologies, while human intervention transforms natural ecosystems into political ecology. Natural resources are limited and vulnerable, social change emerges through conflicts of ideas, and human activities contribute to land and social degradation. This model therefore provides an integrated framework for understanding and promoting sustainable tourism development in the context of Trang Province.

ACADEMIC ADMINISTRATION OF SMALL SCHOOLS UNDER THE JURISDICTION OF THE ROI ET PRIMARY EDUCATIONAL SERVICE AREA OFFICE, ZONE 1

2026-03-12T09:29:53+07:00

This research aimed to 1) study the academic administration of small schools under the Roi Et Primary Educational Service Area Office 1, 2) compare opinions on academic administration in small schools under the Roi Et Primary Educational Service Area Office 1, and 3) study guidelines for developing academic administration in small schools under the Roi Et Primary Educational Service Area Office 1. The sample consisted of 226 school administrators and teachers serving as heads of academic affairs, selected using the Krejcie and Morgan table and multi-stage random sampling. The research instruments were a 5-level Likert scale questionnaire with a content validity index of 0.80–1.00 and a reliability coefficient of 0.97, and structured interviews. Statistical analyses included frequency, percentage, mean, standard deviation, t-test, and F-test.

The research findings revealed the following:

The overall and individual aspects of academic administration in small schools under the Roi Et Primary Educational Service Area Office 1 were at a high level.
A comparison of academic administration in small schools under the Roi Et Primary Educational Service Area Office 1, categorized by position and educational level, showed statistically significant differences at the .05 level, both overall and in individual aspects.
The guidelines for developing academic administration in small schools under the Roi Et Primary Educational Service Area Office 1 consist of 6 areas and 35 approaches, including: 8 approaches for teaching and learning management in educational institutions; 5 approaches for school curriculum development; 4 approaches for assessment, evaluation, and credit transfer; 5 approaches for research to improve educational quality; 7 approaches for educational supervision; and 6 approaches for the development of educational media, innovation, and technology.

A MARKETING STRATEGY ANALYSIS OF XIAOLONGKAN HOTPOT IN THAILAND

2026-02-16T20:59:36+07:00

This study focuses on Xiaolongkan Hotpot in the Thai market and applies the 4Ps marketing mix theory (product, price, place, and promotion). It aims to examine how Xiaolongkan adapts its marketing strategies to the local market and to analyze the influence of these strategies on consumer purchase intention, while identifying current strengths and limitations. This research used a quantitative method. Data were collected through questionnaires from consumers who had dined at Xiaolongkan Hotpot in Thailand. Descriptive analysis, reliability and validity tests, correlation analysis, and regression analysis were conducted.

The results show that product strategy has the strongest influence, followed by price, place, and promotion strategies, with several areas needing improvement.

THE RELATIONSHIP BETWEEN TEACHERS’ DIGITAL LITERACY ABILITY AND TEACHING INNOVATION EFFECTIVENESS AT GUANGXI SECOND LIGHT INDUSTRY TECHNICIAN COLLEGE

2026-02-27T11:04:36+07:00

The research objectives are: 1) to study the digital literacy ability of the teachers at Guangxi Second Light Technical College, 2) to study the teaching innovation effects of Guangxi Second Light Technical College, 3) to study the relationship between the digital literacy capabilities and teaching innovation effects of the teachers at Guangxi Second Light Technical College. To obtain the research results more accurately, the sample group used in this study includes 144 teachers in Guangxi Second Light Industry Technician College. The research instrument is questionnaires. The statistics are used for data analyzing by finding frequency, percentage, mean, standard deviation, and Pearson product moment correlation.

The research results were:

Teachers’ digital literacy ability at Guangxi Second Light Technical College in 5 aspects were at a high level ( =3.56, S.D.=1.21). The highest-ranked is “Awareness of digital ethics and security” ( =3.63, S.D.=1.22, indicating a high level. The second is “Ability in digital instructional design” ( =3.59, S.D.=1.21), while “Mastery of data literacy and analytical skills “ranks the lowest ( =3.49, S.D.=1.18).
Teaching innovation effectiveness of Guangxi Second Light Technical College in 6 aspects was at a high level ( =3.55, S.D.=1.24). The highest rank was “Innovation of management process” ( =3.63, S.D.=1.18), indicates a high level. Followed by “Innovation of teaching mode” ( =3.57, S.D.=1.26), whereas “Integration of educational resources” was the lowest rank ( =3.49, S.D.=1.26).
The overall relationship between teachers’ Digital literacy ability and teaching innovation effectiveness has a positive correlation at the high level with statistical significance level at .01 (r=0.86).

THE CREATIVE DESIGN PROCESS IMMERSIVE DANCE SUWANNAHONG: THE EPISODE OF THE LITTLE BRAHMAN AND THE GREAT BRAHMAN

2026-03-10T21:06:20+07:00

The research article “The Creative Design Process of an Immersive Dance Performance: Suwannahong – The Episode of the Little Brahman and the Great Brahman” examines the design and development of an immersive dance performance. The study employs qualitative research methods, collecting data from documents and related research, as well as from participatory and non-participatory observation, and from experimental creative practice in performance-making.

The research findings reveal that the choreographic design process consists of seven stages: 1) conceiving with dance artistry in mind, 2) defining the central concept, 3) synthesizing information, 4) setting the scope, 5) determining the format, 6) specifying other components, and 7) designing the choreography, of which the researcher implemented two key stages:

Determining the format – The main conceptual focus in designing the performance centers on the theme of “the use of wisdom in overcoming obstacles” of the character Ketsuriyong. The researcher employs stylized Thai dance movements to interpret characters, combines them with freer, improvised movements based on the script and music, and integrates these with elements of immersive/participatory performance design.
Specifying other components – The performance structure is divided into four scenes: (1) Love and the Spear, (2) Revival, (3) Trial, and (4) Ketsuriyong’s Escape. The characters are designed with multi-dimensional behaviors and internal conflicts to stimulate audience engagement and participation. The performance space is arranged so that the audience is placed within the scenes, while the characters serve as narrators and guides for the narrative pacing. Performers and the narrator thus become key mechanisms of the design process and are required to possess four qualities: 1) skills in Thai classical dance, 2) skills in improvisational communication, 3) a clear understanding of their roles, and 4) the ability to generate interaction with the audience. The accompanying music combines Thai and Western instruments to create atmosphere, enhance character dimensions, and effectively support the immersive viewing experience. Based on the research findings, this article will benefit those interested in and studying the creative design process of immersive/participatory dance theatre by providing guidelines for designing audience-immersive performances derived from Thai literary works.

COMMUNICATION SKILLS OF SCHOOL ADMINISTRATORS UNDER THE OFFICE OF THE VOCATIONAL EDUCATION COMMISSION, PATHUM THANI PROVINCE

2026-03-12T09:34:52+07:00

This research aims to study and compare the level of opinions of personnel regarding the communication skills of school administrators under the Office of the Vocational Education Commission, Pathum Thani Province, classified by educational level, position, and work experience, and to study guidelines for developing communication skills of school administrators under the Office of the Vocational Education Commission, Pathum Thani Province. The sample used in this research consisted of 348 personnel from the Office of the Vocational Education Commission, Pathum Thani Province, during the 2023 academic year, obtained through stratified random sampling. The research instruments were a 5-level Likert scale questionnaire with an IOC value between 0.80 and 1.00 and a reliability coefficient of 0.89, and structured interviews. Statistical analysis included frequency, percentage, mean, standard deviation, t-test, and F-test.

The research findings revealed the following:

The overall and individual aspects of communication skills among vocational school administrators in Pathum Thani Province under the Office of the Vocational Education Commission were at a high level.
A comparative analysis of communication skills among vocational school administrators in Pathum Thani Province, categorized by educational level, position, and work experience, showed no significant differences overall.
Guidelines for developing communication skills among vocational school administrators in Pathum Thani Province include: speaking and writing ability, ability to communicate through technology, and ability to motivate and persuade.

APPLYING BUDDHIST PRINCIPLES TO ENHANCE EDUCATIONAL ADMINISTRATION QUALITY IN THE DIGITAL ERA

2026-03-08T10:44:47+07:00

This academic article aims to: 1) study Buddhist principles consistent with modern educational administration, and 2) propose guidelines for applying these principles to enhance school quality amidst disruptive change. The study finds that while modern Western management theories—such as Servant Leadership and Strategic Management—offer high systemic efficiency, they often lack the dimensions of spiritual and ethical development for personnel. This article proposes an integrated Buddhist administration framework comprising four pillars: Sappurisa-dhamma VII for strategic planning, Brahmavihara IV for human resource management, Sangahavatthu IV for fostering organizational engagement, and Iddhipada IV for driving academic quality. The expected qualitative outcomes include ethical decision-making, the creation of a trust-based organizational ecosystem, and the enhancement of intrinsic motivation among staff. Policy recommendations emphasize that governing agencies should incorporate these principles into strategic plans and transition from rigid evaluations to coaching-based supervision to achieve a sustainable and balanced learning organization in the digital age.

COMMUNITY ENTERPRISES AND THE GRASSROOTS ECONOMY IN DRIVING COMMUNITY-BASED HEALTH TOURISM A CASE STUDY OF PHU TOK, BUENG KAN PROVINCE

2026-03-09T21:32:18+07:00

This research article aims to: 1) examine the potential of community-based health tourism at Phu Tok tourist attraction in Bueng Kan Province, and 2) analyze the role of community enterprises in driving the grassroots economy through tourism development. The study employed a qualitative research methodology. Data were collected from 60 key informants, including community enterprise members, homestay operators, community leaders, local administrators, the Wat Jetiyakhiri committee, and tourists. Research instruments included in-depth interviews, focus group discussions, and field observations. Data were analyzed using content analysis.

The research findings are as follows:

Phu Tok demonstrates strong potential for community-based health tourism, as its distinctive natural landscape and sacred cultural setting enable embodied outdoor recreation experiences through moderate-intensity physical activities, integrating physical health, mental restoration, and spiritual well-being.
The Ban Na Kham Khaen Herbal Community Enterprise plays a significant role in supporting tourism-driven economic activities through herbal product development and health services; however, current management is constrained by fragmented governance, limited stakeholder integration, and unequal benefit distribution.

The study makes a conceptual contribution by proposing a staged community-based health tourism framework, describing a transformation pathway from health-promotion tourism to integrated wellness tourism and, subsequently, to non-competitive sport-for-health tourism. This framework highlights participatory governance and the integration of natural, cultural, and biocultural resources as key mechanisms for achieving sustainable health, economic, and social outcomes at the community level.

THE INFLUENCE OF FINANCIAL SKILLS ON RETIREMENT FINANCIAL PLANNING AMONG GOVERNMENT OFFICERS OF THE SPECIAL CRIME OPERATIONS SUB-DIVISION, IMMIGRATION BUREAU

2026-03-03T14:23:21+07:00

This study aimed to examine the influence of financial skills on retirement financial planning among government officers of the Special Crime Operations Sub-division, Investigation Division, Immigration Bureau. The research employed a quantitative approach. The population consisted of 43 government officers under the Special Crime Operations Sub-division, Investigation Division, Immigration Bureau. A structured questionnaire was used as the research instrument. Data were analyzed using multiple regression analysis to test the research hypotheses based on the established conceptual framework.

The results indicated that three dimensions of financial skills had a statistically significant influence on retirement financial planning at the 0.05 level. These included savings and emergency fund creation skills (β = 0.374), long-term financial planning and risk assessment skills (β = 0.280), and financial product and service selection skills (β = 0.134). The findings also provided practical recommendations for the Special Crime Operations Sub-division, Investigation Division, Immigration Bureau, as well as for financial institutions, to serve as guidelines for the development and improvement of financial products and services in the future.

THE DEVELOPMENT OF SCREENING SYSTEM TUBERCULOSIS DISEASE BY USING INNOVATIVE ARTIFICIAL INTELLIGENCE IN KHUANKHANUN HOSPITAL

2026-03-16T08:35:20+07:00

This study aimed to 1) assess patient satisfaction with an artificial intelligence–assisted tuberculosis screening service using a mobile chest X-ray unit in Khuan Khanun District, Phatthalung Province; 2) compare satisfaction levels among service areas; and 3) examine the relationship between service areas and satisfaction levels. This research employed an analytical cross-sectional design. The sample consisted of 307 participants who received tuberculosis screening services, selected using a convenience sampling method.

The research instrument was a structured satisfaction questionnaire. Satisfaction was initially measured on a five-point Likert scale and subsequently categorized into high satisfaction (scores 4–5) and low satisfaction (scores 1–3). Data were collected from six service areas: Channa, Ban Khao Thong, Ban Sai Yuan, Pantae, Medical Center, and Ton Duan. Descriptive statistics including frequency, percentage, and 95% confidence interval were used to summarize the data. The Chi-square test was applied to examine the association between service areas and satisfaction levels, and Cramer's V was calculated to determine the effect size. The results showed that most participants reported high satisfaction (287 individuals; 93.49%), while 20 participants (6.51%) reported low satisfaction. Most service areas demonstrated 100% high satisfaction, whereas the Medical Center had the highest proportion of low satisfaction (21.43%). The Chi-square analysis indicated a statistically significant association between service areas and satisfaction levels (χ²(5)=39.936, p<0.001). The effect size measured by Cramer's V (0.361) indicated a moderate association between the variables. These findings suggest that service location plays an important role in determining patient satisfaction with AI-assisted tuberculosis screening services delivered via mobile chest X-ray units.

PROMOTION OF BUDDHIST PRINCIPLES THAT APPEAR IN THE DASAJATAKA FOR THE IMPROVEMENT OF THE QUALITY OF LIFE BAN KHU(YABI) COMMUNITY, YABISUBDISTRICT, NONG CHIK DISTRICT, PATTANI PROVINCE

2026-03-09T21:22:37+07:00

The objectives of this research paper are to 1) study the concept of improving the quality of life of the community of Ban Khu, Yabi Sub-district, Nong Chik District, Pattani Province 2) study the Buddhist principles that appear in the dasajataka 3) Promotion of buddhist principles that appear in the Dasajataka for the improvement of the quality of life of ban khu(yabi) community, yabi sub-district, nong chik district, pattani province. It is qualitative research in which data was collected by in-depth interview. In terms of data analysis and conclusion, obtained data were analyzed, synthesized, concluded, and presented in the form of descriptive way.

Findings were as follows: 1) The concept of improving the quality of life is to improve the people's well-being, be able to live a self-reliant life, and build a happy community security. 2) Dasajataka is the story or the ten nations of the bodhisattva. Here, the emphasis is on the cultivation of nobility, the principle of Dana, Sila, Effort and Wisdom model for living according to the principles of Buddhism. 3) Promotion of Buddhist principles that appear in the Dasajataka for the improvement of the quality of life of ban khu(yabi) community, yabi sub-district, nong chik district, pattani province. By studying the promotion of the principles of principle of Dana, Sila, Effort and Wisdom. This is an important guideline for improving the quality of life. It helps instill in people the knowledge of giving and helps people control themselves, and have discipline. It also helps people to have knowledge and understanding of reason, to think carefully, and to make correct decisions to create love and unity in the community and live together peacefully.

CULTURAL TRANSLATION AND MEDIA MISINTERPRETATION: A COMMUNICATION ART PERSPECTIVE FROM THAILAND

2026-01-28T17:54:58+07:00

This article examines how cultural translation in Thai media communication produces systematic media misinterpretation in cross-cultural contexts. Drawing on cultural translation theory,Hall’s encoding/decoding model, and communication art perspectives, the study reframes misinterpretation as a process of mediated meaning negotiation rather than communicative failure. Using a qualitative interpretive design, six purposively selected Thai media cases—including news reports, documentary-style media content, and digital media texts circulating internationally—are analyzed through discourse analysis and contextual interpretation.

The findings identify three recurring mechanisms: selective cultural articulation, narrative moral realignment, and contextual reduction. These mechanisms demonstrate that media misinterpretation emerges structurally from mediated communicative form rather than representational inaccuracy. The study contributes to communication art scholarship by extending its application to cross-cultural media meaning and offers culturally grounded insights into global media communication.