Asian Administration and Management Review

TOWARDS AGE-FRIENDLY DESTINATIONS: ASSESSING ELDERLY TOURIST NEEDS AND MANAGEMENT APPROACHES IN LOWER NORTHERN THAILAND

Kanchanaphong KAMONTHON, Khaokhom THANAPON, Pongwiritthon KAJORNATTHAPOL — Tue, 17 Mar 2026 00:00:00 +0700

This study investigates effective tourism management strategies for elderly travelers in Thailand's Lower Northern Region, addressing the global demographic shift towards an aging society. It pursued a dual objective: first, to analyze the specific needs and preferences of elderly tourists regarding local attractions and services, and second, to assess the readiness of existing tourism destinations to accommodate these requirements. A descriptive approach was employed, collecting data from 400 Thai tourists aged 60 and above who had visited the region, using semi-structured questionnaires and interviews. Additionally, a Universal Design-based evaluation was conducted across 60 sites in five provinces: Phitsanulok, Phichit, Nakhon Sawan, Uttaradit, and Phetchabun. Findings reveal that elderly tourists prioritize accessible infrastructure, including barrier-free facilities, well-trained service staff, and clear information. Cultural and spiritual attractions emerged as the most preferred destinations. While Phetchabun exhibited the highest age-friendliness, notable gaps persist between elderly visitors' expectations and the current infrastructure across the region. This research underscores the urgent need for inclusive design, cross-sector collaboration, and innovative service development to create sustainable and age-friendly tourism ecosystems in Thailand, positioning the Lower Northern Region as a model for an aging society.

DEVELOPING CROSS-CULTURAL LEADERSHIP: A MIXED METHODS STUDY OF THAI BORDER SCHOOL ADMINISTRATORS

Rakpa SINGKHAM, Ankinadana ATCHASIT, Pongwiritthon KAJORNATTHAPOL — Mon, 06 Apr 2026 00:00:00 +0700

This study investigates cross-cultural leadership practices and professional development pathways of school administrators operating within Thailand’s complex, multicultural border region. Employing a robust mixed-methods sequential explanatory design, the research comprehensively evaluates critical leadership dynamics within the Mae Cha Rao School Group in Tak Province. The quantitative phase surveyed 62 administrators using a validated instrument measuring four core dimensions: transformational leadership, empathy in work practice, communication competence, and trust-building. Descriptive results indicated a high overall capacity for cross-cultural leadership, with empathy and trust-building as the most prominent strengths among school leaders. Conversely, communication competence ranked the lowest, revealing distinct operational challenges in successfully navigating linguistic boundaries and diverse community expectations. To address these specific gaps, the qualitative phase utilized structured interviews with five educational experts to formulate targeted, context-specific developmental strategies. Recommendations strongly emphasize continuous cultural immersion, empathy-based professional training, flexible bilingual communication channels, and the establishment of highly transparent administrative systems. Integrating these empirical findings demonstrates that effective management in diverse environments requires balancing emotional intelligence with systemic cultural adaptability to promote educational equity across ASEAN school systems.

CHINESE DIRECT INVESTMENT AND MACROECONOMIC DRIVERS OF GROWTH IN LAO PDR

Soukzana LADTAKOUN, Somchith SOMPASEUTH, Baoming LI — Mon, 06 Apr 2026 00:00:00 +0700

This study empirically investigates the macroeconomic determinants of economic growth in Lao PDR, focusing specifically on the impact of Chinese Direct Investment (CDI) alongside other key economic indicators. Utilizing the Autoregressive Distributed Lag (ARDL) model on annual data from 1996 to 2022, the research evaluates both short-run and long-run dynamics. The empirical findings demonstrate that CDI serves as a robust catalyst for economic expansion, consistently contributing to GDP growth through targeted capital inflows, the development of vital infrastructure, and substantial job creation, particularly in the hydropower and agricultural sectors. Furthermore, trade openness, workforce participation, and tourism emerge as significant positive drivers of sustained economic output. Conversely, general Foreign Direct Investment (FDI) exhibits inconsistent and occasionally negative impacts, underscoring critical vulnerabilities in institutional governance and absorptive capacity. While moderate inflation supports economic activity, excessive levels prove highly detrimental. To ensure long-term, sustainable, and highly resilient economic growth, policymakers must strategically diversify international trade partnerships, aggressively upskill the domestic workforce, effectively manage inflationary pressures, and systematically strengthen institutional governance to maximize future benefits from foreign investment.

OPTIMIZING COMMUNITY FISH PROCESSING THROUGH INTEGRATED FORECASTING, LINEAR PROGRAMMING, AND ECONOMIC VALUATION IN THAILAND

Sun, 17 May 2026 00:00:00 +0700

Community-based fish processing enterprises face severe uncertainties in raw material supply and market demand, leading to persistent underutilization of capacity and significant opportunity costs. To address these complex challenges, this applied research study developed a production planning system for salted fourfinger threadfin producers in Thailand. Using a participatory action research approach, the study successfully integrated time-series forecasting with a linear programming (LP) optimization model guided by bottleneck analysis. Results showed that exponential smoothing clearly outperformed alternative forecasting methods in handling data volatility. Furthermore, the LP model effectively optimized raw material allocation across preparation, drying, and storage stages. Bottleneck analysis identified sun drying as the primary constraint; scenario simulations demonstrated that expanding drying and cold storage capacities substantially reduce distress sales and improve throughput. A five-year economic evaluation validated the intervention's financial viability, yielding a Benefit-Cost Ratio of 1.95 and an Internal Rate of Return of 32.49%. Ultimately, integrating forecasting with LP-based planning significantly enhances operational efficiency, economic value, and sustainability for community-scale fishery enterprises.

PAY SURE: A USER-CENTERED MOBILE APPLICATION FOR ENHANCING FINANCIAL MANAGEMENT OF WOMEN'S DEVELOPMENT GROUPS IN SOUTHERN THAILAND

Nantharat NAMBURI, Preecha PANGSUBAN, Nattharawee PHONGKRAPHAN — Mon, 15 Jun 2026 00:00:00 +0700

This research aimed to develop and evaluate PAY SURE, a user-centered mobile application for financial management among women's development groups in Yala province, Southern Thailand. These groups are vital for local economic development but often face challenges in financial literacy and access to appropriate digital tools. Employing a Research and Development (R&D) approach, the study utilized the ADDIE model for systematic development and User-Centered Design (UCD) principles to ensure accessibility for users with limited digital literacy. PAY SURE offers intuitive functions for recording investments, expenses, income, and generating financial reports. Evaluation, based on ISO/IEC 25010, TAM, and SUS frameworks, and in-depth interviews, revealed high levels of application performance and user satisfaction. Participants praised its user-friendliness and effectiveness in financial tracking and debt management. This study highlights the success of UCD and iterative development for digital financial inclusion, providing a transferable model for similar community initiatives across Asia. The findings offer valuable insights to help policymakers enhance financial literacy and foster economic resilience among grassroots women's groups through localized digital tools.

STRATEGIC VALUE CHAIN OPTIMIZATION AND CONSUMER ACCEPTANCE OF THAI GI SABA BANANA PRODUCTS

Sutida LEKHAWICHIT — Mon, 15 Jun 2026 00:00:00 +0700

This mixed-methods study examines fundamental consumer behavior and proposes an optimized, eco-friendly value chain model for Geographical Indication-certified Saba banana products in Southern Thailand to drive sustainable grassroots economic development. Quantitative data were gathered from 400 consumers via a survey, alongside qualitative insights from key stakeholders and regional policymakers. The research findings reveal exceptionally high levels of overall consumer satisfaction and market acceptance, driven primarily by rising health consciousness, green product attributes, and standard certifications such as Halal and FDA approval. Marketing mix analysis indicates that the product and price elements are the primary determinants of actual purchasing decisions, while distinct demographic variations significantly influence consumer preferences. Based on these insights, a sustainable value chain framework is introduced that seamlessly integrates clean raw material sourcing, diversified high-value processing—such as banana flour and skincare products—collaborative stakeholder networks, and robust financial management. Ultimately, this research provides crucial administrative and strategic insights for local community enterprises and regional administrators to maximize the competitive advantages of indigenous agricultural resources within dynamic regional markets.

ENGAGING CONTENT AND CUSTOMER BACKLASH: HOW FOMO AND FATIGUE DRIVE NEGATIVE ENGAGEMENT ON DOUYIN

Li YANG, Yuanfeng CAI — Mon, 15 Jun 2026 00:00:00 +0700

While social media content is traditionally designed to foster brand-customer interaction, emerging evidence indicates that engagement-oriented strategies can unintentionally provoke severe customer backlash. Grounded in the Stressor-Strain-Outcome (SSO) framework, this study comprehensively investigates how remunerative and relational content strategies on Douyin trigger direct negative customer engagement. Analyzing survey data from 510 active Douyin users via partial least squares structural equation modeling (PLS-SEM), the research uncovers a dual serial mediation mechanism. The empirical results robustly demonstrate that continuous exposure to both remunerative and relational content significantly intensifies users' social fear of missing out (FOMO). This heightened psychological strain subsequently escalates into social media fatigue, a state deeply characterized by emotional exhaustion and cognitive overload. Ultimately, this fatigue directly precipitates negative behavioral outcomes, specifically including public complaints, brand criticism, and intentional avoidance. By illuminating how ostensibly engaging marketing messages operate as psychological stressors, this research significantly advances contemporary literature on the dark side of customer engagement. The findings provide marketing managers with critical, actionable insights into designing emotionally sustainable content strategies that actively mitigate reputational risks in highly saturated digital ecosystems.

DRIVING BUSINESS PERFORMANCE IN THAI PRIVATE HOSPITALS: LEADERSHIP, MARKET ORIENTATION, INNOVATION, AND COMPETITIVE DYNAMICS

Patpoom CHEECHAROEN, Chanyaphak LALAENG — Mon, 15 Jun 2026 00:00:00 +0700

This study investigates the strategic mechanisms driving business performance in Thai private hospitals by examining the complex interplay among transformational leadership, market orientation, innovation excellence, and industry competition. Grounded in Dynamic Capabilities Theory and Service-Dominant Logic, the research rigorously evaluates a moderated mediation structural model. Primary data were collected from 210 healthcare executives through a structured survey and subsequently analyzed using partial least squares structural equation modeling (PLS-SEM). The empirical findings reveal that both transformational leadership and market orientation significantly foster excellence in organizational innovation, which in turn directly and robustly enhances overall business performance. Furthermore, innovation excellence serves as a critical mediating mechanism connecting these internal dynamic capabilities to sustainable firm success. Crucially, the study demonstrates that industry competition positively moderates the relationship between innovation excellence and business performance, indicating that innovative healthcare strategies yield significantly greater competitive advantages in highly contested environments. These findings have vital managerial implications, urging healthcare administrators to actively cultivate visionary leadership and proactive market-sensing cultures to drive sustainable innovation and performance amid escalating competitive pressures systematically.

TRANSFORMING CHINA'S DEMOGRAPHIC CHALLENGES: TECHNOLOGY, THE SILVER ECONOMY, AND SUSTAINABLE ECONOMIC GROWTH

Chengxuan LIU, Danai TANAMEE, Suppanunta ROMPRASERT — Mon, 15 Jun 2026 00:00:00 +0700

This rigorous study investigates the profound impact of rapid population aging on China’s economic growth, with a particular emphasis on the mitigating roles of technological innovation and the emerging silver economy. Utilizing a robust panel dataset spanning 31 Chinese provinces from 2005 to 2021, the research employs a fixed-effects regression model with three nested specifications to systematically evaluate these complex dynamics. The empirical results demonstrate that while an aging demographic significantly constrains per capita GDP by reducing the efficient labor supply and elevating dependency ratios, these negative macroeconomic effects are not absolute. Crucially, the targeted expansion of digital infrastructure and technological advancement substantially moderates this economic deceleration. Furthermore, the proactive development of the silver economy—specifically measured by enhanced elder-care capacity—serves as a positive catalyst for long-term regional economic resilience. Notably, aging-related fiscal burdens, such as pension expenditures, did not have severe adverse effects when adequately offset by targeted investments in the elder sector and robust local urbanization. Ultimately, these findings provide policymakers with actionable insights to transform demographic constraints into opportunities for sustainable economic growth through strategic digitalization and targeted expansions in the senior market.

ENHANCING APPRENTICESHIP EFFECTIVENESS VIA LEARNING ECOLOGY: STRATEGIC OPTIMIZATION IN CHINESE VOCATIONAL EDUCATION SYSTEMS

Tian TIAN, Chalermchai PANYADEE, Somkid KAEWTIP, Jariya KOMENT, Pradtana YOSSUCK — Mon, 15 Jun 2026 00:00:00 +0700

This study investigates the critical factors that influence the effectiveness of modern apprenticeships in Chinese vocational education through the lens of learning ecology. Employing an explanatory sequential mixed-methods design, the research integrates quantitative data from 438 apprentices with qualitative insights from 48 stakeholder interviews. The findings reveal a hierarchical structure of ecological influence, identifying perceived industry recognition and attitudes toward the dual-mentor system as the most significant predictors of apprenticeship success. Notably, the analysis uncovers a persistent theory-practice gap, fundamentally driven by fragmented institutional collaboration and misaligned curriculum designs. To address these systemic imbalances, this research proposes a comprehensive four-pillar strategic framework. This targeted framework advocates institutionalizing dual-mentor collaborations, establishing dynamic school-enterprise curriculum co-design mechanisms, developing regional skill standards to enhance market credibility, and launching a digital ecosystem platform for transparent resource sharing. Ultimately, this robust study effectively transitions learning ecology from a merely descriptive framework into a highly prescriptive managerial tool, offering vital, evidence-based strategies for institutional administrators to systematically optimize vocational training ecosystems and successfully foster sustainable workforce development across rapidly industrializing Asian economies.

ANIMATION MEDIA FOR DIGITAL AUDIT EDUCATION: ENHANCING LEARNING OUTCOMES AND SUSTAINABLE PROFESSIONAL COMPETENCE

Nantharat NAMBURI, Nattharawee PHONGKRAPHAN, Preecha PANGSUBAN — Mon, 15 Jun 2026 00:00:00 +0700

Auditing and assurance, inherently complex and abstract, present significant pedagogical challenges in preparing accounting professionals for the digital era. This study developed and evaluated animation media as an innovative solution to enhance digital audit learning. Using the ADDIE Model, 10 animation lessons were created and tested with 60 Bachelor of Accounting students, who were split into experimental and control groups. Data from pre- and post-tests and satisfaction questionnaires revealed that the animation media achieved high efficiency (E1/E2 = 84.90/88.30), surpassing the 80/80 standard. Crucially, the experimental group demonstrated significantly higher academic achievement post-intervention (a 10.62-point difference, p < .001) and reported the highest satisfaction (an overall mean of 4.76/5.00). These findings indicate that animation media are highly effective for improving understanding, analytical thinking, and ethical judgment in complex professional courses. It fosters sustainable learning, better preparing accountants for the evolving digital landscape. This innovation significantly contributes to interdisciplinary and sustainability goals of education and professional development in the Asian context.

OPTIMIZING WORKFORCE COMPETENCIES IN NORTHERN THAILAND'S HOTEL SECTOR: A MIXED-METHODS DEVELOPMENT FRAMEWORK

Wangchinda CHOTIPATH, Pongwiritthon KAJORNATTHAPOL, Pisitwej WIPAWAN — Mon, 15 Jun 2026 00:00:00 +0700

This study investigates job performance competencies among hotel personnel in Northern Thailand and proposes targeted human resource strategies to elevate regional hospitality standards. Employing a mixed-methods design, quantitative data from 230 hotel employees were triangulated with in-depth qualitative insights from 15 human resource managers. Statistical analyses revealed that overall competencies are remarkably high in personal traits and self-concept, though technical skills require further enhancement. Significant competency variations emerged by age, education, income, professional experience, and job position, whereas gender had no significant impact. Notably, employees with greater operational experience and formal education exhibited superior performance capabilities. Qualitative findings underscore the urgent necessity for structured mentoring, digital upskilling, and robust motivational support. Ultimately, this research bridges theory and organizational practice by offering a four-dimensional development framework focusing on knowledge, skills, self-concept, and motivation. These evidence-based guidelines empower administrators to optimize workforce capabilities, ensure consistent service excellence, and sustain competitive advantage in the dynamic tourism landscape.

ENTREPRENEURIAL LEADERSHIP AND INTELLECTUAL CAPITAL: CATALYSTS FOR SME PERFORMANCE IN NORTHERN THAILAND

Yuenyong TRIRAT, Pongwiritthon KAJORNATTHAPOL — Wed, 17 Jun 2026 00:00:00 +0700

Small and medium-sized enterprises (SMEs) face critical structural constraints requiring dynamic organizational capabilities to sustain competitiveness in emerging economies. This study investigates the impact of entrepreneurial leadership on SME performance, specifically examining the mediating mechanism of intellectual capital, encompassing human, structural, and relational dimensions. Using cross-sectional survey data from 105 executives and 1,001 employees in SMEs in Upper Northern Thailand, the research employs structural equation modeling (SEM) to test the hypothesized pathways. The empirical findings reveal that entrepreneurial leadership exerts a significant positive influence on organizational performance, both directly and indirectly. Intellectual capital serves as a substantive partial mediator, demonstrating that leaders who effectively cultivate employee competencies, institutionalize knowledge systems, and foster stakeholder networks significantly amplify firm-level outcomes. These results extend the resource-based and knowledge-based views, offering actionable insights for strategic management. Fostering entrepreneurial leadership and developing intellectual capital are highly imperative for policymakers and managers seeking to build robust organizational resilience and sustainable economic growth in competitive modern markets.

CATALYZING MANAGERIAL SUCCESS: LEADERSHIP, TEAMWORK, AND ORGANIZATIONAL CULTURE IN THAI PRIVATE ENTERPRISES

Yuenyong TRIRAT, Pongwiritthon KAJORNATTHAPOL — Wed, 17 Jun 2026 00:00:00 +0700

In an era of relentless market volatility, achieving sustainable competitive advantage relies heavily on cultivating intangible organizational capabilities. This study investigates the combined influence of leadership, teamwork, and organizational culture on managerial success within private companies in Lower Northern Thailand. Grounded in the resource-based view (RBV), this research addresses the empirical gap regarding these human-centered dimensions in regional, resource-constrained business environments. Employing a quantitative cross-sectional survey design, primary data were collected from 400 employees across five provinces and analyzed using multiple regression models. Empirical findings reveal that leadership, teamwork, and organizational culture are statistically significant, positive predictors of managerial success. Notably, transformational leadership, team effectiveness, and work quality emerged as the most potent drivers, with the integrated model explaining 86.7% of the variance in performance. These results underscore that synergistic integration of visionary leadership, collaborative structures, and adaptive cultural norms directly compensates for tangible resource limitations. The study theoretically extends the RBV paradigm and offers actionable insights for cultivating resilient organizational systems to achieve sustainable competitiveness.

BUSINESS ADAPTATION AND DIGITAL TRANSFORMATION: DRIVING COMPETITIVE ADVANTAGE IN THAI SMALL AND MEDIUM ENTERPRISES

Kullanun SRIPONGPUN, Tanin TIRASAWASDICHAI, Worasit WONGADISAI — Fri, 17 Jul 2026 00:00:00 +0700

As digital disruption profoundly reshapes the global market, Small and Medium-sized Enterprises (SMEs) must urgently reconfigure their operational paradigms to sustain long-term viability. This study investigates the complex structural mechanisms linking business adaptation, business strategy, and organizational cultural transmission to competitive advantage, specifically emphasizing the mediating role of digital transformation. Employing a quantitative cross-sectional design, empirical data were gathered from 311 active members of the Young Entrepreneur Chamber of Commerce (YEC) across Thailand. The measurement model's construct validity was rigorously confirmed through Confirmatory Factor Analysis (CFA), followed by Structural Equation Modeling (SEM) to evaluate the hypothesized causal pathways. The robust empirical findings reveal that business adaptation acts as the foundational catalyst, significantly driving both business strategy and cultural transmission. Crucially, digital transformation serves as a powerful mediator that translates these strategic and cultural readiness factors into a sustained competitive advantage. This research provides vital empirical evidence that digital transformation is not merely a technological upgrade but a holistic strategic imperative. To achieve sustainable economic growth, policymakers and SME leaders must synergistically align adaptive organizational cultures with robust digital strategies to navigate hyper-competitive business environments effectively.

BIG DATA ANALYTICS ADOPTION IN THAILAND'S EEC: LEADERSHIP, TECHNOLOGICAL READINESS, AND SYSTEM ALIGNMENT

Pattarapon CHUMMEE — Tue, 21 Jul 2026 00:00:00 +0700

Big Data Analytics (BDA) has become a critical driver of competitive advantage, yet its adoption among small and medium-sized enterprises (SMEs) in emerging economies like Thailand remains largely underexplored. This current study investigates the determinants of BDA adoption within Thailand’s Eastern Economic Corridor (EEC) by integrating the Technology-Organization-Environment (TOE) framework with the Technology Acceptance Model (TAM). Surveying a diverse sample of 340 SME entrepreneurs, the research employs confirmatory factor analysis (CFA) and Structural Equation Modeling (SEM) to evaluate relationships among complex constructs. The findings demonstrate that leadership capability is the most influential organizational determinant for adoption. At the same time, technological readiness, specifically data security and system compatibility, significantly enhances perceived usefulness and ease of use. Furthermore, perceived usefulness strongly predicts actual BDA application, emphasizing that tangible operational benefits heavily drive adoption intentions. The structural model confirms an excellent fit, effectively validating the integrated theoretical approach. Ultimately, this research provides vital practical implications, highlighting that policymakers and industry stakeholders must prioritize transformational leadership development, foster an innovation-oriented culture, and establish targeted training programs to accelerate sustainable digital transformation, competitive advantage, and data-driven decision-making in SMEs.

VALUING BUSINESS EDUCATION: HOW INTERNATIONAL ORIENTATIONS DRIVE STUDENTS' WILLINGNESS TO PAY IN THAILAND

Alisa SONY, Nadhakan SHINNARANANTANA — Fri, 17 Jul 2026 00:00:00 +0700

As business schools face the challenge of delivering relevant value to their stakeholders, higher education is currently undergoing profound demographic shifts and intense competition; modern business schools must strategically refine their core value propositions to remain relevant and financially sustainable. This study investigates the impact of four distinct perceived business school value orientations—specifically society-oriented, work-ready, ethical leadership, and internationally-oriented models—on undergraduate students' willingness to pay tuition fees. Employing a quantitative cross-sectional design, empirical data were collected through a structured online survey from 357 undergraduate business administration students enrolled in both public and private universities across Thailand. The measurement instrument demonstrated robust internal consistency, and the hypothesized relationships were subsequently evaluated using multiple regression analysis. The comprehensive findings reveal that among the evaluated dimensions, only the perceived value of internationally-oriented business schools exerts a statistically significant positive effect on students' willingness to invest financially in their education. Consequently, this study prominently suggests that business schools should strategically prioritize and effectively communicate their international value propositions, such as obtaining global accreditations and integrating robust cross-cultural curricula. By doing so, educational institutions can successfully justify tuition costs, drive future enrollment demand, and cultivate globally competent graduates for long-term sustainable economic development.

CULTIVATING INFLUENTIAL LEADERSHIP IN THAILAND'S PUBLIC SECTOR: FUTURE SCENARIOS AND DEVELOPMENT GUIDELINES

Jirawadee IMSAKUL, Polthep POONPOL — Tue, 21 Jul 2026 00:00:00 +0700

As public organizations increasingly navigate AI-driven transformations, rapid economic shifts, and highly complex operational environments, traditional leadership paradigms must evolve to maintain organizational effectiveness and public trust. This qualitative study explores future scenarios to identify the core components of Influential Leadership (IL) and formulates strategic development guidelines for Thailand's public sector over the next decade. Utilizing a rigorous multiple-method approach, the research first engaged ten key informants in in-depth interviews to define the leadership construct, followed by a focus group with five human resource experts to refine the developmental framework. The findings reveal three foundational IL components essential for future executives: Leadership Capability (encompassing strategic vision and data-driven execution), Social Skills for Influence (highlighting trust-building and powerful communication), and Inner Attributes (focusing on empathy, ethics, and psychological resilience). Subsequently, the study established comprehensive development guidelines that encompass targeted learning interventions, structural support systems, behavioral indicators, and sustainable progress-tracking mechanisms. Ultimately, these proposed guidelines provide policymakers and organizational developers with a robust, context-specific blueprint to systematically cultivate adaptive, ethical, and collaborative leaders capable of driving sustainable public-sector performance and navigating impending global uncertainties.

LEADERSHIP AND CONTEXTUAL DETERMINANTS OF SECONDARY SCHOOL EFFECTIVENESS: A CAUSAL STRUCTURAL MODEL

Terdkiet YAMSOPHA, Athipong PHETSUD, Pornrat LANGKASUTRA — Fri, 17 Jul 2026 00:00:00 +0700

This study develops a causal structural model to elucidate the interrelated factors driving secondary school effectiveness within the Roi Et Educational Service Area. Addressing the limitations of isolated, linear evaluations, this research employed a mixed-methods approach, predominantly utilizing structural equation modeling (SEM) to examine the complex organizational dynamics of secondary schools. Quantitative data were collected through a structured five-point Likert scale questionnaire administered to a multi-stage random sample of 323 educational administrators and teachers. Confirmatory factor analysis validated the measurement model, which encompassed administrator, teacher, student, and school-context factors across twenty observable indicators. The structural model demonstrated a robust fit to the empirical data (χ²/df = 2.933, CFI = 0.968, RMSEA = 0.077), explaining 89% of the total variance in overall school effectiveness. Crucially, the findings revealed that administrator characteristics had the greatest impact on school outcomes, followed by school organizational systems, teacher attributes, and student factors. These empirical insights significantly underscore the paramount importance of strategic educational leadership and supportive internal environments. The validated model provides a vital, evidence-based framework for policymakers to implement systemic reforms and ensure sustainable quality improvements across diverse secondary education contexts.

EFFORTLESS SIGNALING: HOW INSTAGRAMMABILITY AND SOCIAL CURRENCY DRIVE BRAND EVANGELISM IN MATCHA CAFES

Maneenate WORRACHANANUN — Tue, 21 Jul 2026 00:00:00 +0700

This study explores the socio-psychological drivers of specialty matcha consumption among Bangkok’s first-jobbers, examining how Instagrammability and social currency foster brand evangelism. Grounded in Social Identity Theory, this qualitative multi-method research triangulates participant observations, in-depth interviews, and focus groups to investigate how this demographic uses cafe aesthetics to construct professional identities within digital networks. The findings reveal that matcha consumption serves as a dual-purpose mechanism, offering both psychological stress relief, recognized as a treat in culture, and strategic social performance. Crucially, the research identifies the "Paradox of Effortless Signaling," a phenomenon where young professionals meticulously curate high-status digital content while presenting it as casually unplanned to maintain social relatability. Despite having entry-level salaries, these consumers rationalized premium pricing as a highly justified investment in their cultural competence. Ultimately, brand evangelism emerges when a cafe’s aesthetic utility perfectly aligns with the consumer's aspirational self-narrative. These insights significantly advance the understanding of contemporary liquid consumption in the metamodern era, highlighting the fluid nature of digital status signaling. By demonstrating how aestheticized spaces are transformed into powerful forms of social capital, this study provides valuable implications for modern lifestyle marketing.

STRUCTURAL DETERMINANTS OF WATER-USE EFFICIENCY: A RESOURCE-BASED VIEW OF THAI INDUSTRIAL FACTORIES

Nitipun NA PATTALUNG, Pisamai JARUJITTIPANT, Kietchai VERAYANNON — Sat, 18 Jul 2026 00:00:00 +0700

As water scarcity increasingly threatens operational continuity, evaluating how organizational resources shape sustainable conservation efforts is critical. Grounded in the Resource-Based View framework, this study investigates the impact of structural business characteristics on overall water-use efficiency among industrial factories located within Thailand's central and northeastern river basins. Employing a rigorous quantitative census-based approach, empirical data were systematically collected from 120 factories via surveys administered to senior water management executives. The analysis utilized one-way ANOVA and independent-samples t-tests to evaluate efficiency disparities across diverse firm profiles. The robust findings conclusively demonstrate that overall water-use efficiency is significantly determined by registered capital, workforce size, and industrial sector type. At the same time, operational age, ownership nationality, and location exhibit no significant effects. Furthermore, post-hoc LSD comparisons reveal a distinct resource threshold effect, indicating that small-scale factories perform significantly lower than their medium- and large-scale counterparts. Ultimately, this research confirms that firm scale and sectoral context structurally constrain environmental performance. The study offers targeted strategic guidelines and policy implications, strongly emphasizing the need for tailored financial incentives and digital inclusion to enhance the eco-efficiency of resource-constrained factories.