Academic Journal Phranakhon Rajabhat University

BUDDHADHAMMA AND THE CHALLENGES OF THE SOCIAL MEDIA ERA IN THAILAND

Yongyut Khamkhong — Tue, 30 Jun 2026 00:00:00 +0700

In the digital era, Buddhism in Thailand faces serious challenges due to the widespread influence of social media. Viral scandals involving monks have undermined public trust, particularly among youth, and triggered a crisis of faith. This article explores how social media disrupts the image of the monastic community and weakens confidence in religious institutions. Drawing on real cases and core Buddhist teachings—including the Four Noble Truths, the Noble Eightfold Path, the Kalama Sutta, and the Dhammapada—the study argues that true understanding and resilience come from personal practice and ethical reflection, not from external symbols or personalities. The paper emphasizes the need for media literacy, critical thinking, and wise reflection (yoniso manasikāra) to distinguish the timeless value of the Dhamma from individual misconduct. It also offers practical recommendations for restoring spiritual confidence through authentic engagement with Buddhist principles in an age of digital disruption.

THE USE OF ARTIFICIAL INTELLIGENCE TECHNOLOGY IN THAI GOVERNMENT AGENCIES

Panya Udomprasongsuk — Tue, 30 Jun 2026 00:00:00 +0700

This article examines the application of artificial intelligence technology in Thai government agencies. This study aims to analyze 1) the application patterns of artificial intelligence technology in government agencies and 2) the problems and obstacles in implementing artificial intelligence technology in government agencies. This study will utilize a document analysis approach, drawing from research papers, government agency documents, and academic articles both domestically and internationally related to the application of artificial intelligence technology in government agencies. The study found that, 1) The patterns of artificial intelligence technology adoption in government agencies are 7 formats as follows 1. Robotics 2. Expert analysis 3. Natural language processing 4. Machine learning 5. Computer Vision. 6. Planning 7. Speech Recognition 2) The problems and obstacles in implementing artificial intelligence technology in Thai government agencies are as follows: 1. Legal aspects Thailand does not yet have specific laws regarding artificial intelligence. 2. In terms of personnel, government officials lack knowledge, abilities, and skills in artificial intelligence technology. 3. In terms of budget, government budgets are limited. 4. Regarding public trust, the public is concerned about the security

The PALESTINIAN–ISRAELI CONFLICT: HISTORICAL BACKGROUND, PERSISTENCE OF VIOLENCE, AND GUIDELINES FOR A PERMANENT PEACE”

Weerasak Pumpetch — Tue, 30 Jun 2026 00:00:00 +0700

The objectives of this academic article were to: 1) present the origins of the Palestinian-Israeli conflict, and 2) propose for permanent peace in the Palestinian-Israeli conflict.
The analysis reveals that the conflict has roots in the Zionist movement, Jewish immigration, the Balfour Declaration, and the British colonial era, leading to the establishment of the State of Israel in 1948 and the 1967 war, which led to Israel's occupation of the West Bank and Gaza. The establishment of Jewish settlements in the occupied territories is a key factor in intensifying contemporary tensions, while the Second Intifada and the Gaza conflict weakened the “Two-State Solution”, resulting in significant civilian casualties. Internationally, the United Nations has issued resolutions condemning Israel, while the United States supports Israel and exercises veto power. The European Union supports the Two-State Solution, while the Muslim world and the BDS movement have applied pressure, but with limited success.

The guidelines for permanent peace include the Two-State Solution based on the 1967 borders, an end to the settlements and blockade of Gaza, the recognition of refugee rights under UNGA Resolution 194, the just treatment of Jerusalem, the establishment of international security mechanisms, the promotion of peace education, support for civil society and youth, and the resumption of negotiations without preconditions and reducing incitement through the media along with regional economic cooperation

GUIDELINES ON DEVELOPMENT OF ACT ON IMPOSITION OF PINAI REGULATORY FINES, B.E. 2565 (2022)

Preeyaporn ๋Jongsomjit, Pornphet Cholsaktrakul — Tue, 30 Jun 2026 00:00:00 +0700

The objective of this research is to study guidelines on the development of the Act on Imposition of Pinai Regulatory Fines, B.E. 2565 (2022). It is qualitative research by conducting documentary research by studying the laws of the Republic of Finland and the Federal Republic of Germany in comparison with the Thai law.

According to the research outcome, as for the guidelines on the development of the Act on Imposition of Pinai Regulatory Fines, B.E. 2565 (2022), a day-fine system shall be introduced in order that the Pinai regulatory fines shall be systematic in the way that the economic status of the offender shall be clearly taken into account. In addition, the Pinai regulatory fines should be applicable to the Criminal Code. This is because under the Criminal Code, penalties for many offences only require the payment of a fine. And the Pinai regulatory fines should be applicable to the offence that is punishable by imprisonment. The Pinai regulatory fines should not be applicable only to the offence that is punishable by the payment of a fine in order to resolve the problem of prison overcrowding in Thailand.

This research has a suggestion that paragraph one of Section 9, Section 39 and Section 40 of the Act on Imposition of Pinai Regulatory Fines, and List 1 attached to the Act on Imposition of Pinai Regulatory Fines should be amended.

ANALYSIS OF THE POLICY ON STREET VENDOR REGULATION IN BANGKOK

Jirapinya Chunhamookda, Kanlaya Sae-Ang — Tue, 30 Jun 2026 00:00:00 +0700

This study examined the content and impacts of Bangkok’s street-vendor management policy under the Bangkok Metropolitan Administration (BMA) Announcement on the Criteria, Procedures, and Conditions for Designating Trading Areas and Selling Goods on Roads or Public Places B.E. 2566 (2023), as amended. It also investigated street vendors’ policy demands, compared them with the policy’s provisions to identify policy gaps, and proposed directions for improvement. A qualitative research design was employed. Data were drawn from 1) documentary analysis of relevant laws, regulations, and policy documents, and 2) interviews with two vendor groups: vendors whose trading sites were revoked and vendors who were allowed to continue operating under the 2023 BMA Announcement. Findings revealed four major gaps. First, the problem was highly complex: the BMA prioritized pedestrian rights, safety, cleanliness, and public hygiene, while vendors emphasized household income security and debt burdens. Second, policy objectives and vendor needs were misaligned: the BMA focused on enhancing urban cleanliness, city image, and tourism, whereas vendors sought permanent and secure trading locations. 3) Although the policy was mixed in instrument design, it relied predominantly on control-oriented measures; despite invoking the principle of “leaving no one behind,” it did not sufficiently address occupational security. 4) Target-group design limited access by restricting eligibility to “vulnerable” vendors with annual incomes not exceeding THB 300,000. Vendors instead called for stricter action against illegal foreign vendors and registration brokers, and for removing the income ceiling. They proposed shifting toward encouraging consistent and lawful tax filing with the Revenue Department. All interviewees indicated willingness to bear tax obligations if they could continue vending without exclusion or undue constraints on their existing livelihoods.

A STUDY OF TAX EVASION ROUTES AND INSIGHTS INTO CROSS-BORDER ILLEGAL OIL SMUGGLING IN THE THAILAND - MALAYSIA BORDER AREA

Haida Sudinpreeda — Tue, 30 Jun 2026 00:00:00 +0700

This qualitative research aimed to examine the tax-evading trade routes involved in illegal transnational petrol smuggling at the Narathiwat Province border between Thailand and Malaysia, and explore the attitudes of illegal traders engaged in transnational petrol smuggling in the same border area. The sample consisted of 90 participants, including 30 illegal petroleum sellers and 60 customers involved in the illegal purchase of petroleum products. Convenience sampling was used in conjunction with purposive sampling. Participant observation and structured interviews were employed as data collection methods, and the data were recorded in written form. The data were analyzed using frequency, percentage, and content analysis.

The findings indicate that illicit fuel smuggling is conducted through both land and water routes. These routes can be classified into four categories: permanent border checkpoints (customs houses), temporary border checkpoints, trade facilitation points, and natural crossing points. Most sellers acknowledge that their activities constitute tax evasion; however, they lack adequate knowledge of the relevant legal provisions and perceive that selling illicit fuel generates higher income than their regular employment. Meanwhile, buyers justify their purchases based on lower prices, convenience, and easy accessibility, with the majority being unaware of the applicable legal regulations. In terms of impact, such smuggling results in government revenue losses from import duties, excise taxes, and fuel funds; distorts market mechanisms; creates unfair competition; and may contribute to the normalization of unlawful practices within local communities. Furthermore, the geographical characteristics of the border area, along with its economic and social context, increase vulnerability to these activities, thereby directly linking the issue to national security concerns. The findings highlight the need for integrated measures that combine legal enforcement, economic policy reforms, and border area development strategies to effectively prevent and sustainably reduce transnational fuel smuggling.

THE DEVELOPMENT OF ENGLISH SPEAKING ABILITY USING FLIPPED CLASSROOM WITH DUOLINGO FOR FIRST-YEAR VOCATIONAL CERTIFICATE STUDENTS

Wissaraporn Srichiangsa, Sitthipon Art-in — Tue, 30 Jun 2026 00:00:00 +0700

The objective of this research was to develop English speaking ability using the Flipped Classroom approach with the Duolingo application for first-year vocational certificate students. The aim was for the students to achieve a mean score of 70% or higher, with at least 70% of them meeting the prescribed criterion. The target group consisted of 38 first-year vocational certificate students in the Marketing Department during the first semester of the 2025 academic year at Theeraphada Technology College, Roi Et Province. The study was based on action research, which consisted of three action spirals. The research instruments included:
1) six lesson plans using the Flipped Classroom approach with the Duolingo application, covering 12 instructional periods; 2) a post-learning outcome record form; 3) teacher and student behavior observation forms; 4) a student interview form; 5) end-of-spiral English-speaking ability tests; and 6) an English-speaking ability test. Quantitative data were analyzed using descriptive statistics, including mean (x̄), standard deviation (S.D.), and percentage (%). Qualitative data were analyzed through content analysis. The study was conducted from the second semester of the 2024 academic year through the first semester of the 2025 academic year.

The findings revealed that the students obtained a mean English-speaking ability score of 19.75 (82.29% of the total score). Furthermore, 31 students (81.58%) met the prescribed criterion, exceeding the predetermined benchmark.

THE I์NFLUENCE OF EFFECTIVE FRONT OFFICE STAFFING ALLOCATION ON SERVICE QUALITY AND CUSTOMER SATISFACTION: A CASE STUDY OF A HOTEL IN PHRA NAKHON SI AYUTTHAYA PROVINCE

Natnicha Sormad, Theerasak Supprasert — Tue, 30 Jun 2026 00:00:00 +0700

This study aimed to examine 1) the influence of effective front office staffing allocation on customers’ perceived service quality, 2) the influence of perceived service quality on customer satisfaction, and 3) the influence of effective front office staffing allocation on customer satisfaction. This research employed a quantitative approach. Data was collected using a questionnaire administered to 400 guests who stayed at and used the front office services of a hotel in Phra Nakhon Si Ayutthaya Province. The samples were obtained through convenience sampling. The data were analyzed using descriptive statistics, including frequency and percentage, and causal relationships were examined using structural equation modeling (SEM). The results revealed that 1) effective front office staffing allocation had a positive influence on customers’ perceived service quality, 2) perceived service quality had a positive influence on customer satisfaction, and 3) effective front office staffing allocation had a direct and positive influence on customer satisfaction at a statistically significant level. In addition, the proposed causal relationship model demonstrated a good fit with the empirical data. The findings highlight the importance of front office workforce management as a key mechanism for enhancing service quality and strengthening customer satisfaction in the hotel industry.

THAILAND'S IMAGE FROM THE PERSPECTIVE OF THE CHINESE IN THE POST-COVID 19 ERA: A CASE STUDY OF PEOPLE’S DAILY (2021-2024)

Pimpan Jantondaeng — Tue, 30 Jun 2026 00:00:00 +0700

This study aims to examine the image of Thailand as portrayed in Chinese media through news coverage in People’s Daily (人民日报), a mainstream newspaper of the People’s Republic of China. The data consist of 2,667 news articles related to Thailand published during the period 2021–2024 (B.E. 2564–2567). These articles were compiled into a corpus for quantitative analysis using TF-IDF keyword extraction, complemented by qualitative analysis and contextual interpretation of news content. The findings show that news about Thailand appears across various categories, with economic news accounting for the largest share (57.30%), followed by political news (14.77%), indicating that economic issues constitute the dominant news frame. Keyword and content analyses identify four major frames: 1) economic growth through regional connectivity, 2) tourism, 3) Thailand–China bilateral relations, and 4) Thailand’s role in regional and multilateral cooperation frameworks. Within these frames, Thailand is portrayed as a growing economy and potential agricultural trading partner, a manufacturing base and destination for Chinese investment in Southeast Asia, a major tourist destination for Chinese travelers, and a cooperative partner within regional cooperation structures in which China plays a leading role. Overall, Thailand’s image in People’s Daily is characterized as positive and structurally oriented, reflecting the role of China’s mainstream media in framing news narratives in alignment with national policy directions and the broader context of Thailand–China relations. The coverage emphasizes cooperation, stability, and development rather than internal conflicts or domestic issues.

THE INFLUENCE OF SOCIAL FACTORS ON RESTAURANT SELECTION DECISIONS AMONG GENERATION Y IN BANGKOK

Siraphat Praynate, Assoc. Prof Dr. Pornprom Chomngam — Tue, 30 Jun 2026 00:00:00 +0700

This research aimed to: 1) examine the level of social influence among Generation Y in Bangkok, 2) investigate the level of restaurant selection decisions among Generation Y in Bangkok, and 3) examine the relationship between social influence and restaurant selection decisions among Generation Y in Bangkok. An online questionnaire was used as the data collection instrument. The reliability of the instrument was tested using Cronbach’s alpha with a pilot sample of 30 respondents, yielding a reliability coefficient of 0.80. The sample consisted of 354 Generation Y individuals aged between 28–45 years who reside in Bangkok. The respondents were selected using cluster sampling. Descriptive statistics, including frequency, percentage, mean, and standard deviation, were used for data analysis. Inferential statistics were employed to test the research hypothesis using Pearson’s product–moment correlation at the .01 level of significance. The results revealed that: 1) the overall level of social influence among Generation Y in Bangkok was high. When considered by dimension, all aspects were also at a high level, including liking, social acceptance, authority and expertise, the principle of consistency, the principle of reciprocity, and the principle of scarcity; 2) the overall level of restaurant selection decisions among Generation Y in Bangkok was also high; and 3) social influence was significantly correlated with restaurant selection decisions among Generation Y in Bangkok at the .01 level of statistical significance, supporting the research hypothesis.

THE EFFECTIVENESS OF AN ENGLISH READING COMPREHENSION SKILL DEVELOPMENT WORKBOOK FOR GRADE 3 STUDENTS AT THAINIYOMSONGKROA SCHOOL, BANGKHEN DISTRICT, BANGKOK

Tue, 30 Jun 2026 00:00:00 +0700

This study aimed to: 1) determine the efficiency of workbooks for developing English reading comprehension based on the 85/85 criterion, 2) compare students' English reading ability before and after instruction, and 3) examine students' satisfaction with the workbooks. The sample consisted of 30 Grade 3 students at Thai Niyomsongkroa School, Bangkhen District, Bangkok, during the first semester of 2024, selected through purposive sampling. Research instruments included 15 lesson plans, 5 workbooks, an English reading comprehension test, and a student satisfaction questionnaire. Statistical analyses employed mean, standard deviation, percentage, and t-test. The findings revealed that: 1) the workbooks achieved an efficiency of 87.25/85.10, exceeding the established criterion across all volumes, 2) students demonstrated significantly higher reading comprehension after instruction than before, and 3) students expressed high satisfaction with the workbooks (x̄ = 4.17, S.D. = 0.16).

THE INFLUENCE OF POSITIVE ORGANIZATIONAL BEHAVIOR ON EMPLOYEE PERFORMANCE IN THE CONSTRUCTION MATERIALS RETAIL BUSINESS: A CASE STUDY OF DOHOME PUBLIC COMPANY LIMITED (RANGSIT KHLONG 7 BRANCH)

Pronarun Choothong, Saranya Wanyao , Pornapa Peamchai — Tue, 30 Jun 2026 00:00:00 +0700

This study aimed to: 1) examine the level of Organizational Citizenship Behavior (OCB) among employees, 2) investigate the level of employee performance, and 3) analyze the influence of Organizational Citizenship Behavior on employee performance. The study employed a quantitative research approach, collecting data from 511 employees using a structured questionnaire. Data were analyzed using descriptive statistics and simple linear regression. The results revealed that both Organizational Citizenship Behavior and employee performance were at the highest level. Furthermore, Organizational Citizenship Behavior had a significant positive effect on employee performance (β = 0.73, p < 0.001). The findings also indicated that helping behavior, cooperation, and extra-role responsibility play a crucial role in enhancing employee performance. Therefore, organizations should promote a work culture that supports positive employee behavior in order to improve operational efficiency and achieve long-term sustainability.

FACTORS AFFECTING JOB BURNOUT AMONG OFFICERS OF THE GUARD BATTALION, OFFICE OF THE PERMANENT SECRETARY FOR DEFENCE

Chanisthar Trainaja, Jakkrapan Kittinorarat, Nipon Suwannakut Suwannakut — Tue, 30 Jun 2026 00:00:00 +0700

This research aimed to 1) examine the level of work environmental factors, 2) investigate the level of job burnout, and 3) analyze the influence of work environment factors on job burnout among officers of the Guard Battalion, Office of the Permanent Secretary for Defence. The sample consisted of 114 officers from a population of 158, selected through random sampling. Data were collected using a questionnaire and analyzed using descriptive statistics including frequency, percentage, mean, and standard deviation, as well as inferential statistics through multiple regression analysis. The findings revealed that work environment factors were at a moderate level overall, and job burnout was also at a moderate level. The multiple regression analysis indicated that all three work environment factors job suitability, workplace atmosphere, and interpersonal relationships, had a significant negative influence on job burnout at the .05 level. That is, as work environment conditions improve, job burnout decreases. Based on these findings, it was recommended that the organization should focus on enhancing job suitability to align with roles and responsibilities, fostering a collaborative workplace atmosphere, and promoting interpersonal relationships within the unit to reduce job burnout and improve overall work performance.

SITUATIONAL LEADERSHIP OF SCHOOL ADMINISTRATORS AFFECTING SCHOOL EFFECTIVENESS IN SCHOOLS UNDER THE BANGKOK SECONDARY EDUCATIONAL SERVICE AREA OFFICE 2

Kunlasatee Meeatman, Supawadee Lapcharoen — Tue, 30 Jun 2026 00:00:00 +0700

The purposes of this research were: 1) to study the level of situational leadership of school administrators, 2) to study the level of school effectiveness, and 3) to investigate the situational leadership styles of school administrators that affect school effectiveness under the Secondary Educational Service Area Office Bangkok 2. The sample consisted of 357 teachers under the Secondary Educational Service Area Office Bangkok 2 during the 2025 academic year, obtained through stratified random sampling. The research instrument was a 5-point Likert scale questionnaire with a total reliability coefficient of 0.991. Data were analyzed using mean, standard deviation, Pearson’s correlation coefficient, and stepwise multiple regression analysis. The research findings were as follows: 1) The overall situational leadership of school administrators was at a high level. 2) The overall school effectiveness was at the highest level. 3) The situational leadership of school administrators had a high positive correlation with school effectiveness (r = .790) at a statistically significant level of .05 and 4) The situational leadership styles that significantly affected school effectiveness at the .05 level were participating, directing, coaching (selling), and delegating styles. These variables together predicted 62.50% of the variance in school effectiveness.

GUIDELINES FOR DEVELOPING THE POTENTIAL OF ACCOMMODATION ESTABLISHMENTS TO BECOME LONG-STAY TOURISM DESTINATIONS FOR FOREIGN TOURISTS IN NAKHON NAYOK PROVINCE.

Varinnar Siripooththilak, Morakot Boosirichai, Prasert Yothicar — Tue, 30 Jun 2026 00:00:00 +0700

The objective of this research is to propose development guidelines for enhancing the potential of accommodation establishments to become long-stay tourism destinations for foreign tourists in Nakhon Nayok Province. A mixed-methods research design was employed, consisting of qualitative research through in-depth interviews with 12 accommodation entrepreneurs selected using purposive sampling, and quantitative research based on questionnaires administered to 200 foreign tourists. The guidelines were then synthesized and validated by 12 experts and stakeholders in the tourism sector. The validation results indicated that the proposed guidelines were at the highest level of feasibility and appropriateness. The findings indicate that accommodation establishments in Nakhon Nayok Province possess fundamental potential to support long-stay tourism; however, there are limitations in terms of infrastructure and facility standards, service quality, marketing, and the integration of spatial collaboration. Tourists place importance on hygiene, safety, and facilities that support long-term living. Based on the data synthesis, five key dimensions for potential development are proposed: 1) infrastructure and facility development, 2) personnel capacity and service quality development, 3) marketing development and tourism image building, 4) tourism product and activity development, and 5) collaborative network development among relevant sectors. Expert validation further confirmed that these guidelines are appropriate, consistent with the local context, and can be effectively applied to develop accommodation establishments for long-stay tourism. These guidelines also demonstrate strong potential to elevate Nakhon Nayok Province as a future long-stay tourism destination.

SELF-EFFICACY AS A MEDIATOR BETWEEN STUDY HABITS AND ACADEMIC ENGAGEMENT AMONG UNIVERSITY STUDENTS

Tue, 30 Jun 2026 00:00:00 +0700

This study examined the structural relationships among study habits, self-efficacy, and academic engagement among private university students, with self-efficacy tested as a mediating variable. Grounded in established learning and motivation theories, the study employed a cross-sectional correlational design involving 200 students. Data were gathered using validated self-report instruments and analyzed through correlation, multiple regression, and mediation analyses. Results indicated strong positive correlations between study habits and self-efficacy (r = .59, p < .001), study habits and academic engagement (r = .62, p < .001), and self-efficacy and academic engagement (r = .68, p < .001). Multiple regression analysis showed that both study habits (β = .30, p < .001) and self-efficacy (β = .20, p = .003) were significant predictors of academic engagement, jointly accounting for 46% of the variance (R² = .46). Mediation analysis further revealed that self-efficacy partially mediated the relationship between study habits and academic engagement, as evidenced by a significant indirect effect (ab = 0.175, 95% CI [0.090, 0.270], p < .001), while the direct effect of study habits remained significant (c′ = 0.305, p < .001). These findings indicate that academic engagement is shaped by both behavioral and motivational mechanisms

CONSTITUTIONAL TREATY-MAKING: A COMPARATIVE STUDY OF THE CZECH REPUBLIC AND THAILAND

Kamol Tanchinwuttanakul — Tue, 30 Jun 2026 00:00:00 +0700

This article presents a comparative analysis of the treaty-making processes between the Czech Republic and Thailand across five primary dimensions. The research findings reveal that: 1) the Czech Republic adopts a monist system that directly incorporates international law, whereas Thailand strictly adheres to a dualist approach, thereby limiting the scope of human rights protection; 2) the Czech Constitution restricts military missions to national defense and mandates parliamentary oversight for troop deployments, while Thai constitutional provisions regarding "war-making" remain inconsistent with international standards and lack sufficient oversight; 3) the Czech Republic employs a clear classification of treaties, in contrast to Thailand’s Section 178, which remains ambiguous and reliant on ad hoc judicial interpretations; 4) Thailand’s public participation mechanisms are redundant, hindering the efficiency of foreign policy execution; and 5) the Czech Republic utilizes an ex-ante review system that empowers the legislature to initiate cases, whereas Thailand restricts this standing to the executive branch. Consequently, the researcher proposes a reform of Section 178 of the Thai Constitution by formally recognizing international customary law, aligning military missions with international standards under parliamentary oversight, adopting an "enumeration" system to clearly define treaties requiring parliamentary approval, and granting standing to the parliament to seek ex-ante review from the Constitutional Court, in order to ensure that the incorporation of international law and treaties into Thailand is consistent with international standards and truly upholds the rule of law.