Journal of Social Innovation and Lifelong Learning

Front-section

2026-08-31T21:46:38+07:00

Back-section

2026-08-31T21:52:49+07:00

Full Issue

2026-08-31T21:57:14+07:00

AI-Driven Innovation for Operational Transformation: A Case Study of Organizational, Technological, and Human Factors in WH Company

2026-03-11T14:56:41+07:00

The research objectives were 1) to examine how artificial intelligence technologies are applied to support operational innovation in a traditional manufacturing enterprise, 2) to identify the key organizational, technological, and human factors influencing the effectiveness of AI-driven operational transformation, and 3) to propose practical guidelines for enhancing the effectiveness of AI-driven operational transformation in traditional manufacturing enterprises. A qualitative case study approach was employed. The data were collected through semi-structured in-depth interviews with 20 purposively selected participants, including senior managers, middle managers, frontline employees, and IT and engineering staff. The interview data were triangulated with internal documents and on-site observations. Thematic analysis was conducted using open coding, axial coding, and selective coding to identify major patterns and core themes. The findings indicated that AI has significantly contributed to operational innovation, particularly in production automation, quality control, warehousing, and logistics management. AI-enabled systems improved operational efficiency, reduced labor intensity, lowered defect rates, and enhanced decision-making accuracy. However, AI adoption remains uneven across departments, with limited integration in customer service, sales support, and administrative functions. The effectiveness of AI-driven transformation is strongly influenced by organizational factors (leadership support, strategic alignment, and change management), technological factors (data quality, system integration, and IT infrastructure readiness), and human factors (employee digital literacy, training, and acceptance of AI). Practical guidelines for enhancing the effectiveness of AI-driven transformation include positioning AI as a long-term organizational strategy, improving system integration and data quality, designing role-based skill development, and institutionalizing systematic change management.

Development of Accounting For The Herbal Processing Community Enterprises Group in Loei Province

2026-03-27T13:55:02+07:00

This research aimed to investigate the factors influencing accounting efficiency and to develop an accounting manual, as well as to evaluate the learning outcomes and satisfaction regarding the accounting practices among members of the herbal processing community enterprise group in Loei Province. This study employed a mixed-methods approach, incorporating both quantitative and quasi-experimental designs, with data collection conducted between November 2024 and December 2024. The sample comprised 140 members of these community enterprises, selected via stratified random sampling. Additionally, a targeted capacity-building program was conducted with 50 participants. Research instruments included a questionnaire, a prototype accounting manual, an academic achievement test, and a satisfaction assessment form. Data were analyzed utilizing descriptive statistics, including Mean and Standard Deviation, alongside inferential statistics, specifically Multiple Regression Analysis and t-tests. The empirical findings revealed that accounting literacy, perceived usefulness, and leadership support collectively explained 78.9% of the variance in accounting practice efficiency, at a statistical significance level of 0.05. Notably, accounting literacy exerted the most significant influence (beta=0.609), followed by leadership support, whereas attitude demonstrated the least impact. Regarding the implementation of the developed accounting manual, results indicated that members possessed significantly higher post-training knowledge and understanding compared to pre-training levels, at a statistical significance level of 0.01. Furthermore, participants expressed the highest level of satisfaction with the development process. These findings underscore that elevating accounting proficiency within community enterprises necessitates a strategic focus on human capital formation through active learning methodologies, concomitant with robust support mechanisms from organizational leadership.

The Development of Metaverse-Based Innovation Using Simulation Scenarios to Promote Peaceful Coexistence and Reduce Violence among Vocational Education Students in Phetchaburi and Prachuap Khiri Khan Provinces

2026-02-23T15:02:27+07:00

The objectives of this research were to: (1) investigate the severity of violence among vocational students in Phetchaburi and Prachuap Khiri Khan provinces; (2) develop an innovative Metaverse platform using simulations to promote peaceful coexistence and reduce violent behaviors among vocational students; and (3) To examine the effects of implementing a metaverse-based innovation platform utilizing simulated scenarios, with the sample consisting of third-year vocational certificate students from vocational colleges in Phetchaburi and Prachuap Khiri Khan provinces. The research sample consisted of 80 third-year vocational certificate students from colleges in Phetchaburi and Prachuap Khiri Khan provinces, selected through purposive sampling. The research instruments included a violence behavior survey, executive interview forms, focus group discussions, and a peaceful coexistence behavior assessment. Data analysis was conducted using descriptive statistics frequency, percentage, mean (), and standard deviation (S.D.) as well as the t-test for dependent samples. The research findings revealed that: (1) The overall level of violence among vocational students in Phetchaburi and Prachuap Khiri Khan was high (= 4.45, S.D. = 0.60). (2) The developed Metaverse platform innovation integrated simulations covering five dimensions: institutional dignity, deprivation of liberty, self-harm, property damage and theft, and sexual misconduct. The overall expert evaluation was at a "good" level (= 4.18, S.D. = 0.16), exceeding the predefined standards. (3) The experimental results indicated that students’ peaceful coexistence behaviors and reduction in violent behaviors after the use of the simulated scenarios had a significantly higher mean score than before the experiment at the .01 level of statistical significance. The mean increased from 3.23 (S.D. = 0.41) to 4.42 (S.D. = 0.07).

The Effects of Communicative Language Teaching Integrated with Vlogging on EFL Learners’ English Speaking Skills

2026-03-04T13:51:56+07:00

This study explored the effects of Communicative Language Teaching (CLT) integrated with vlogging activities on EFL learners’ English speaking skills and their satisfaction with this instructional approach. The participants were 53 third- and fourth-year non-English major students at Chiang Mai Rajabhat University. Four CLT-based lesson plans integrated with vlogging activities were implemented over 16 instructional hours. Data were collected through a speaking ability pretest and posttest, along with a questionnaire examining students’ satisfaction with the instructional approach, and were analyzed using descriptive statistics and a paired-samples t-test. The results revealed a statistically significant improvement in students’ English speaking performance after the intervention, with the mean score increasing from 9.98 (SD = 3.32) on the pretest to 14.72 (SD = 3.05) on the posttest (out of a total score of 25). This improvement was further confirmed by a paired-samples t-test, which revealed a significant difference between the pretest and posttest scores, t(52) = 19.40, p < .001, Cohen’s d = 2.66. Moreover, the questionnaire findings indicated high to highest levels of satisfaction with both the CLT-based learning and the use of vlogging. These findings suggest that integrating CLT with vlogging is an effective way to support the development of English speaking skills among EFL learners, particularly non-English major students with limited prior speaking experience. The study highlights the value of combining communicative language pedagogy with technology-enhanced speaking tasks to promote meaningful language use, learner engagement, and sustained speaking development among EFL learners.

The Effects of Experiential Value and Customer Experience Quality on Local Gastronomy Perception and e-WOM Intention among Customers of MICHELIN Guide-Listed Restaurants in Thailand

2026-06-04T10:56:53+07:00

This study examines the effects of experiential value and customer experience quality on local gastronomy perception and e-WOM intention among customers of MICHELIN Guide-listed restaurants in Thailand. Using purposive sampling, data were collected through a structured questionnaire from 280 respondents who had dined at MICHELIN Guide-listed restaurants in Thailand within the previous 12 months. The data were analyzed using descriptive statistics and multiple regression analysis. The findings indicate that both experiential value and customer experience quality exert significant positive effects on local gastronomy perception and e-WOM intention (p < .01). Customer experience quality showed a stronger effect on local gastronomy perception (β = .60) than experiential value (β = .34), and a stronger effect on e-WOM intention (β = .74) than experiential value (β = .16). The two predictors explained 82.75% of the variance in local gastronomy perception and 77.90% of the variance in e-WOM intention. These findings suggest that both experiential and quality-based evaluations are important in shaping customers’ perceptions of local gastronomy and their intentions to share dining experiences online in the context of MICHELIN Guide-listed restaurants in Thailand.

STRATEGIES FOR DIGITAL SKILLS DEVELOPMENT OF THE SCHOOL ADMINISTRATOR IN BASIC EDUCATION

2026-05-06T11:07:50+07:00

This mixed-methods research on strategies for digital skills development of the school administrator in basic education aimed to: (1) investigate the current and desirable states of digital skills among basic education school administrators; (2) assess the priority needs for their digital skill development; (3) formulate strategic initiatives for enhancing these digital competencies; and (4) evaluate the suitability and feasibility of the constructed strategies. The research was methodologically divided into two distinct phases. The sample consisted of 384 school administrators and teachers, with the sample size determined using the Krejcie and Morgan table, selected via multi-stage random sampling. Key informants comprising 10 individuals and a panel of 5 experts were selected through purposive sampling. Data were collected using four research instruments. The statistical techniques employed for data analysis included percentage, mean, standard deviation, and the Modified Priority Needs Index (PNImodified). The findings revealed that: (1) The overall current and desirable states of the digital skills of basic education school administrators were overall at a high level. (2) The top three priority needs for digital skill development were digital collaboration skills, digital organizational design skills, and digital access and awareness skills, respectively. (3) The formulated strategies comprised a vision, goals, objectives, indicators, 9 principal strategies, accompanied by sub-strategies and developmental methodologies at the individual, school, and affiliated agency levels. (4) The overall suitability of the constructed strategies was at the highest level, while the overall feasibility was at a high level.

Strategic Performance Indicator Management for Enhancing Organizational Performance: A Case Study of Prince of Songkla University, Phuket Campus

2026-04-03T10:36:32+07:00

This research investigated the strategic management of performance indicators to enhance organizational excellence, focusing on Prince of Songkla University, Phuket Campus. The study’s objectives were threefold: 1) to analyze internal and external factors influencing performance indicator management via SWOT analysis; 2) to synthesize strategic development initiatives using the TOWS Matrix; and 3) to formulate a strategic performance indicator management framework tailored for higher education institutions. Employing a qualitative research design, data were elicited through semi-structured in-depth interviews with 16 purposively selected executives responsible for strategic oversight. The analytical process integrated Thematic Analysis with environmental scanning and strategic synthesis to ensure methodological rigor. The findings elucidated five pivotal dimensions underpinning effective indicator management: (1) Strategic Alignment, (2) Data Governance, (3) Leadership and Oversight, (4) Organizational Learning, and (5) External Stakeholder Accountability. Based on these insights, four strategic archetypes— proactive, developmental, preventive, and corrective—were synthesized to optimize the management system. Furthermore, the study culminated in the "Strategic Performance Indicator Management Framework," which harmonizes contextual analysis, strategy formulation, and indicator administration into a unified system. This framework provides a robust model for higher education institutions and public sector entities to bridge the gap between strategic planning and performance execution, ultimately fostering sustainable high-performance outcomes.

A Teacher development Model Using the Design Thinking Process to Develop the Ability to create Innovative Learning Management in Home Economics

2026-03-04T14:12:24+07:00

This research aimed to investigate teachers’ needs in creating innovative learning management and to develop a teacher development model based on the Design Thinking process. The sample comsisted were 18 home economics teachers in secondary schools in Chiang Mai Province with at least two years of teaching experience. Research instruments included a needs assessment questionnaire and a teacher development model evaluation form. Data were analyzed using mean, percentage, and the Modified Priority Needs Index (PNImodified). The findings revealed that teachers had needs in learning management processes that promote analytical thinking and innovation creation, with needs in instructional methods and educational technology at moderate to high levels. The developed teacher development model, validated by seven experts, demonstrated theoretical rationality, feasibility, and consistency at the highest level (mean > 3.50), meeting the specified criteria. The model consisted of five stages: Understanding Learners (Empathy), Defining Problems (Define), Generating Ideas (Ideate), Developing Prototypes (Prototype), and Testing Prototypes (Test). The evaluation results indicated that the model demonstrated high to highest levels of theoretical rationality, feasibility, and consistency. The findings suggest that the teacher development model using the Design Thinking process can enhance teachers’ capacity to create innovative learning management in home economics.

Guidelines for Development of the Master of Arts Program in Thai, Faculty of Humanities, Chiang Mai University

2026-06-04T10:37:01+07:00

This research aimed to investigate guidelines for the development of the Master of Arts Program in Thai Language at Chiang Mai University by using both quantitative and qualitative research methods. The sample comprised 69 participants, and data were collected through an online questionnaire. The data were analyzed using percentage statistics and content analysis by thematic issues. The results showed that the first sample group, the program administrative committee, had the following suggestions: (1) with regard to teaching and learning management, all instructors should be supported in meeting the qualifications required to serve as instructors and thesis advisors; (2) in terms of student management, the student admission process should be revised, and thesis supervision should be monitored more intensively; (3) as regards budget management, increased funding should be allocated for academic development; (4) in relation to curriculum planning and revision, academic rigor should be maintained, and systematic, continuous curriculum improvement should be undertaken. The second sample group, consisting of instructors, current students, and alumni, indicate that their highest level of satisfaction was with academic advisors, followed by course instructors, the curriculum itself, and learning facilities, respectively. From the final sample group, i.e. students enrolled in Master of Arts programs in Thai Language at other universities, most were unaware that Chiang Mai University offered this program. Additionally, they lacked confidence in their own qualifications to meet the admission criteria, and therefore they did not apply. These research findings can inform curriculum development initiatives, particularly in accelerating instructors’ production of high-quality scholarly work and promoting broader public dissemination. This also includes enhancing communication and program publicity to reach target groups more effectively across various regions.

The Development of an Instructional Model Using Scaffolding Techniques Integrated with an Artificial Intelligence Program to Enhance English Writing Skills of English Language Learners in Higher Education

2026-05-12T10:38:41+07:00

This research was an experimental and developmental study, and the objectives were 1) to develop an instructional model using scaffolding techniques integrated with an artificial intelligence program to enhance English writing skills, 2) to compare English writing skills before and after using the instructional model, and 3) to evaluate satisfaction of the instructional model. The sample group consisted of 30 second-year students majoring in English for Communication, Faculty of Liberal Arts, Rajamangala University of Technology Suvarnabhumi. Data collection tools included 1) a focus group discussion questionnaire for experts, 2) an evaluation form for the quality of the instructional model and manual, and 3) an evaluation form for the effectiveness of the instructional model. Statistical analysis included mean, standard deviation, and t-test. The research findings revealed that 1) focus group discussions indicated that using artificial intelligence programs alone was insufficient for writing skill development. Consequently, the researchers developed the instructional model. The evaluation results of both the model and its manual showed the highest quality level. 2) A comparison of English writing skills before and after using the instructional model showed a statistically significant difference (p < .00), with an average pre-test score of 22.87 and an average post-test score of 35.53. 3) The evaluation results of the instructional model indicated the highest quality level.

Promoting Entrepreneurship through Psychological Group Dynamics: A Process-Based Learning Innovation in General Education

2026-06-25T12:49:30+07:00

This study aimed to (1) develop learning activities grounded in psychological group dynamics to enhance the entrepreneurship of general education students, and (2) compare the entrepreneurship of general education students before and after participating in the learning activities grounded in psychological group dynamics. Participants were 414 undergraduate students enrolled in a general education course who were selected using stratified random sampling. Research instruments included a learning activity plan, an activity evaluation form, an entrepreneurship assessment scale, and a behavioral observation form. Data were analyzed using the mean, standard deviation, and paired-samples t-test. The findings showed that (1) the developed activities comprised three structured phases: orientation, experiential engagement, and application. The activities systematically integrated experiential learning with psychological group dynamics, were rated as highly appropriate (M = 4.83), and demonstrated the Index of Item-Objective Congruence (IOC) ranging from 0.67 to 1.00; and (2) students’ entrepreneurial mindset and skills were significantly higher after the intervention (p < .05). These findings suggest that learning designs combining structured social interaction with reflective processes can effectively foster deep learning and entrepreneurial development. The proposed activities have strong potential for implementation in large and diverse classrooms and offers a practical approach to educational innovation that supports lifelong learning in higher education.

The Effects of Entrepreneurial Orientation and Market Orientation on Marketing Performance: The Mediating Role of Digital Marketing Capability among E-Commerce Entrepreneurs in Northeastern Thailand

2026-07-07T09:50:11+07:00

This study examined the effects of entrepreneurial orientation and market orientation on digital marketing capability and marketing performance, together with the mediating role of digital marketing capability among e-commerce entrepreneurs in Northeastern Thailand. The sample comprised 374 e-commerce entrepreneurs selected through simple random sampling. Data were collected using mailed questionnaires and analyzed through structural equation modeling. The structural model showed a good fit to the empirical data. Entrepreneurial orientation had positive effects on digital marketing capability (β = 0.197, p = 0.001) and marketing performance (β = 0.108, p = 0.033), while market orientation had positive effects on digital marketing capability (β = 0.504, p < 0.001) and marketing performance (β = 0.292, p < 0.001). Digital marketing capability also had a positive effect on marketing performance (β = 0.520, p < 0.001). Entrepreneurial orientation and market orientation jointly explained 42.2% of the variance in digital marketing capability (R² = 0.422). When digital marketing capability was included in the model, 65.8% of the variance in marketing performance was explained (R² = 0.658). Digital marketing capability partially mediated both the entrepreneurial orientation–marketing performance and market orientation–marketing performance relationships. These findings suggest that digital marketing capability represents one mechanism through which the two strategic orientations are associated with marketing performance among e-commerce entrepreneurs in Northeastern Thailand.

Knowledge Landscape of Community-Based Enterprise Sustainability: Lessons from Literature Synthesis and Contextual Insights from Developing Countries

2026-06-25T12:02:11+07:00

The research aimed to (1) analyze the knowledge structure and research trends in community enterprise sustainability using bibliometric analysis, (2) synthesize key themes and factors associated with community enterprise sustainability in developing-country contexts, and (3) develop an integrated conceptual framework for community enterprise sustainability. A systematic literature review was combined with bibliometric and content analyses of 50 selected articles published between 2022 and 2026. The data were analyzed using descriptive statistics, keyword co-occurrence analysis, co-citation analysis, and content synthesis. The findings identified five major knowledge clusters: (1) sustainability and market access, (2) management and value creation, (3) resilience, innovation, and performance, (4) community development and digital marketing, and (5) policy support and development. The findings further indicate that the knowledge base has increasingly emphasized organizational adaptability, innovation, market linkages, and institutional support. Integrating the keyword co-occurrence results with content analysis yielded three key dimensions associated with sustainability: (1) organizational management, adaptive, and innovation capabilities, (2) community development and community capacity building, and (3) market linkages and institutional support. These dimensions informed an integrated conceptual framework demonstrating that community enterprise sustainability emerges from the interconnections among community capacity, organizational capabilities, market linkages, and institutional contexts. The framework provides a foundation for future empirical research and policy development aimed at promoting sustainable community enterprises in developing-country contexts.

The Development of Chinese Character Recognition Skills through Game-Based Learning Integrated with Wordwall among Undergraduate Students at Maejo University

2026-06-25T10:48:57+07:00

This study employed a one-group quasi-experimental research design using a pretest–posttest approach due to the limitation of establishing a control group and the objective of examining the development of Chinese character recognition skills within a single experimental group. The objectives of the study were: (1) to compare students' Chinese character recognition skills before and after participating in game-based learning integrated with the Wordwall application, and (2) to investigate students' satisfaction with the instructional approach. The sample consisted of 43 undergraduate students enrolled in the course 10700361 Basic Chinese I during the first semester of the 2025 academic year at Maejo University. The participants were selected through purposive sampling. The research instruments included fourteen game-based learning lesson plans integrated with the Wordwall application, a Chinese character recognition test, and a student satisfaction questionnaire. The data were analyzed using descriptive statistics, including mean and standard deviation, a dependent-samples t-test, and Pearson's product-moment correlation coefficient. The findings revealed that: (1) the students' posttest scores on Chinese character recognition skills (M = 26.06, SD = 11.25) were significantly higher than their pretest scores (M = 10.81, SD = 10.64) at the .05 level of significance, with a large effect size (Cohen's d = 1.71); (2) the overall level of student satisfaction with the game-based learning approach integrated with the Wordwall application was high (M = 4.20, SD = 0.91), with the highest satisfaction reported for the enjoyment and attractiveness of the learning activities; and (3) the frequency of using the Wordwall application demonstrated a statistically significant moderate positive correlation with students' posttest scores (r = .533, p < .05).

Developing a Holistic Marketing Strategy for Satun UNESCO Global Geopark through Multi-Stakeholder Participatory Processes

2026-07-15T14:53:43+07:00

Satun UNESCO Global Geopark possesses distinctive geological, ecological, and cultural assets. However, its collaborative governance and monitoring and evaluation systems remain insufficiently integrated. This study therefore aimed to: (1) develop and design a holistic marketing strategy through a participatory process; (2) formulate a strategic action plan and a monitoring and evaluation system; and (3) propose an application framework for other geoparks in Thailand. The study employed a participatory strategy research and development process within an embedded mixed-methods design (QUALquan). Qualitative data were collected through in-depth interviews with 30 key informants and two rounds of consensus focus-group discussions. Quantitative data were obtained from 400 questionnaire respondents, covering marketing potential based on the 7Ps framework and five dimensions of marketing participation. Data were analyzed using content and thematic analysis, descriptive statistics, multiple regression analysis, and a synthesis of segmentation, targeting, and positioning (STP) with the 7Ps framework. The findings indicated that overall marketing potential was high (M = 3.72), with customer relationship development receiving the highest mean score (M = 4.05). Among the five participation dimensions, participation in product and service development ranked highest (M = 4.00), while tourism product development received the highest item-level score (M = 4.23). Participation frequency positively influenced all dimensions of participation (β = 0.250–0.260, p < .001), with the models explaining 23–38% of the variance. The synthesis resulted in a holistic marketing strategy comprising internal marketing, integrated marketing, relationship marketing, and performance- and sustainability-oriented marketing. It also produced a five-year strategic action plan, a sustainability-based monitoring and evaluation system, and a five-principal application framework for other geoparks in Thailand.

The Influence of Organizational Commitment on Intention to Stay: Crime Prevention and Suppression Police Officers in the Three Southern Border Provinces

2026-07-15T14:34:06+07:00

This research aimed to: 1) examine the level of organizational commitment, 2) assess the level of intention to stay, and 3) investigate the influence of organizational commitment and length of service in crime prevention and suppression on the intention to stay among suppression and prevention police officers in the Southern Border Provinces of Thailand. The sample comprised 400 suppression and prevention police officers operating in the area. Data were collected using a structured questionnaire and analyzed using frequency, percentage, mean, standard deviation, and multiple regression analysis. The research findings indicated that overall organizational commitment was at a high level across all dimensions, comprising normative commitment, affective commitment, and continuance commitment. Similarly, intention to stay was reported at a high level. Multiple regression analysis revealed that all three dimensions of organizational commitment—normative, affective, and continuance—had a statistically significant positive influence on intention to stay at the 0.05 level. Conversely, the control variable, tenure in suppression and prevention positions, exerted a statistically significant negative influence on intention to stay. These empirical findings provide actionable insights for the royal Thai police and relevant local authorities in the southern border provinces to formulate human resource management policies. Specifically, policy efforts should prioritize fostering normative commitment, as it demonstrated the strongest predictive influence, thereby promoting long-term and sustainable employee retention.

Potential and Media Technology Reception for Cultural Capital Communication: Designing a Training Curriculum for Upper Secondary Students in Chomthong, Chiang Mai

2026-07-16T12:55:24+07:00

This research aimed to explore the potential and media exposure behavior regarding cultural capital communication among upper secondary school students at Chom Thong School, Chom Thong District, Chiang Mai Province, and to design a training curriculum aligned with the potential and needs of the target group. The study employed a Research and Development (R&D) methodology utilizing a quantitative survey for needs assessment. Data were gathered via an online questionnaire on Google Forms from 174 students in Grades 10–12 at Chom Thong School selected through convenience sampling, and subsequently analyzed using descriptive statistics. The findings revealed that although the respondents perceived local cultural identity and values at a high level, only 10.3% possessed in-depth knowledge of cultural capital, highlighting a notable gap between superficial perception and profound understanding. Regarding media exposure, the majority demonstrated high social media utilization, particularly on TikTok and Instagram Reels; however, usage was predominantly for entertainment rather than content creation. Overall media production skills were at a moderate level, with the most significant barrier identified as a lack of knowledge and skills (45.7%) rather than a lack of interest, reflecting that the target group's limitation stems from skill and resource deficits rather than attitudinal constraints. Based on these findings, the researcher synthesized the needs assessment results into a half-day modular training curriculum comprising three core modules: (1) Cultural Content Creation and Storytelling, (2) Online Platforms and Dissemination Ethics, and (3) Simplified Mobile Media Production, complemented by a post-training video contest to foster extended learning. This study offers an evidence-based curriculum prototype developed systematically from needs assessment data, which can be adapted and applied to other settings with comparable cultural capital contexts.

Guidelines for developing Thai desserts Product from Geographical Indication (GI) - Certified Suphan Water Chestnuts

2026-06-25T12:25:44+07:00

Suphan Buri Province is a major producer of water chestnuts in Thailand, but the processing of water chestnuts into Thai desserts that reflect local identity and add value to this agricultural product is limited. Therefore, it is necessary to study approaches to developing Thai desserts from water chestnuts that align with local wisdom and consumer demand. This research aims to: 1) study the production and distribution of Thai desserts by businesses in Suphan Buri Province; 2) study approaches to developing Thai dessert recipes from Thai dessert experts; and 3) select Thai desserts with potential for development into products from water chestnuts. Data was collected through interviews and questionnaires. The sample group consisted of 8 Thai dessert production and distribution businesses, 7 Thai dessert experts, and 400 tourists and members of the general public. Content analysis was used for objectives 1 and 2, and descriptive analysis using frequency and percentage was used for objective 3. The results showed that most businesses are long-established enterprises passed down through generations, producing and distributing various types of local Thai desserts. Experts agreed that Suphan Buri Salty Rice Cake (Khanom Sali Suphan) is a promising product. Thai desserts such as Salithip, Mhok Kaeng, Khanom Nueng, Khanom Ba Bin, Khanom Luk Tao, and Krathong Sarath reflect the identity of Suphan Buri province. The study suggests that product development should focus on health benefits, preserving local identity, and sustainable resource utilization. Product selection results showed that fresh water chestnuts were most popular: Bua Loy (47.3%) and Khanom Ba Bin (41.3%). Among water chestnut flour products, Kanom Sali Suphan (Thai Sponge Cake) (44.0%) and Khanom Thong Muan (36.5%) were the most popular. Finally, dried water chestnuts were preferred, including Haew Chab (70.0%) and Krayasart (44.3%). The research findings can be used as a guideline for developing Thai desserts from water chestnuts to increase agricultural product value, preserve local wisdom, and promote sustainable economic empowerment for entrepreneurs and water chestnut farmers in Suphan Buri province.

Social Return on Investment Assessment of Capacity Development in the Kachin Sudjai Ethnic Community Enterprise: A Case Study of the Nong Khiew Royal Project Area, Chiang Mai, Thailand

2026-06-09T10:32:35+07:00

This study aimed to (1) assess the social return on investment of a capacity-development project for the Kachin Sudjai Ethnic Community Enterprise and (2) analyze the project outcomes through the framework of the Sufficiency Economy Philosophy (SEP), encompassing moderation, reasonableness, self-immunity, knowledge, and morality, while also linking the outcomes to sustainable development. An exploratory sequential mixed-method evaluation drew on focus groups, in-depth interviews, semi-structured questionnaires, and enterprise accounting records from 21 stakeholders. Material outcomes were monetised and analysed using a hybrid ex-post/ex-ante SROI model over three years with a 3.5% discount rate. An investment of THB 402,500 generated a net present value of THB 957,455, equivalent to an SROI ratio of 2.38. The outcomes spanned economic, social, environmental, and cultural dimensions. They reflected reasonableness through knowledge of costs and production, moderation through prudent resource use, self-immunity through collective organisation, and ethical conditions through cultural stewardship. Sensitivity tests for deadweight and attribution produced SROI ratios of 1.98-2.78. Thus, the conclusion that benefits exceeded investment remained consistent across all tested scenarios.

A Management Innovation Model for Urban Business Ecosystems through Knowledge Exchange Mechanisms: Evidence from Learning Cities in Thailand

2026-07-23T09:58:39+07:00

This study aimed to: 1) analyze mechanisms for promoting urban business ecosystems through knowledge exchange processes in pilot learning cities in Thailand; 2) develop a management innovation model for urban business ecosystems through knowledge exchange mechanisms; and 3) propose strategic and policy recommendations for sustainably enhancing urban business ecosystems. A qualitative research methodology was employed. Data were collected from 40 key informants representing four stakeholder groups: government or local administrative organizations, business sectors, educational institutions, and communities across 10 pilot cities, with four informants from each city. Data were analyzed using content analysis, knowledge synthesis, and triangulation. The findings revealed that learning cities function as intellectual infrastructure for driving urban business ecosystems through the creation, sharing, integration, and utilization of knowledge among Quadruple Helix stakeholders. The developed management innovation model demonstrates a transition from fragmented project-based administration toward urban business ecosystem management driven by data, knowledge, and collaborative networks. Key empirical outcomes include the emergence of a national coordinating mechanism, the development of urban data hubs, learning platforms, knowledge databases, and policy decision-support dashboards for evidence-based decision-making. The study also found that learning clusters contribute to enhancing entrepreneurial capabilities and fostering new business models. Strategic and policy recommendations include establishing a central coordinating agency, developing legal frameworks for urban learning spaces, integrating data systems through Quadruple Helix collaboration, creating accessible learning platforms, and upgrading cultural capital through digital technology.

Textbooks as Cultural Resources: An Analysis of Cultural Representation in Thai Grade 7 English Textbooks

2026-05-15T11:06:48+07:00

This study analyzes the representation of cultural content in Ministry-certified Grade 7 English textbooks in Thailand and examines teachers' perceptions and classroom use of this cultural content. The study employed a qualitative research design with supplementary quantitative frequency counts. The sample consisted of six Ministry-certified Grade 7 English textbooks and five English teachers. Data were collected through qualitative content analysis of textbook texts and visuals, and semi-structured interviews with teachers. Cultural content was categorized into five categories: Source Culture, Target Culture, International Culture, Global Culture, and Interactional Culture, and analyzed using frequency counts and thematic analysis. Each textbook was analyzed individually, with 330 cultural items identified through systematic content analysis, followed by a comparison of overall trends across the six textbooks. Although the distribution of cultural categories varied among the textbook series, several common patterns emerged. Target culture (e.g., British and American contexts) was generally the most prominent category, whereas Global Culture and especially Interactional Culture received comparatively limited attention. This pattern indicates a limited representation of diverse cultural perspectives and a concentration on native-speaker contexts. While some Thai culture was included, it was often presented superficially rather than as a basis for intercultural reflection. Interview findings showed that Thai cultural content supported student engagement, whereas the limited international perspectives reduced opportunities for broader intercultural exposure. The findings highlight the need for a more balanced integration of Source, Target, International, Global, and Interactional Cultures to better support the development of intercultural communicative competence among Thai learners.

The Moderating Role of Business Innovation in the Relationship Between Community Capital and Corporate Social Responsibility through the Sustainability of Social Enterprises

2026-07-06T10:02:16+07:00

The objectives of this research were (1) to examine the community capital, corporate social responsibility (CSR), business innovation, and the sustainability of social enterprises; (2) to analyze the effects of community capital on corporate social responsibility and the sustainability of social enterprises, and the effect of corporate social responsibility on the sustainability of social enterprises.; and (3) to test the moderating role of business innovation in the relationships between community capital and CSR, and between CSR and the sustainability. It was quantitative research. The sample consisted of 400 executives, entrepreneurs of social enterprises, and managers of social enterprises in Northern Thailand. Participants were selected using purposive sampling. The inclusion criteria required respondents to be policy makers or executives with at least one year of managerial experience. The research instrument was a structured questionnaire. Data were analyzed using descriptive statistics, Covariance-Based Structural Equation Modeling, and moderation analysis with Jamovi. The results revealed that all constructs were rated at a high level of importance. Community capital was perceived as the most important factor, followed by the sustainability of social enterprises, CSR, and business innovation. Structural model analysis indicated that community capital had a positive effect on CSR (β=0.824, p< .001) and the sustainability of social enterprises (β=0.317, p< .001). In addition, CSR exerted a positive effect on the sustainability of social enterprises (β=0.565, p < .001). The results indicate that business innovation significantly moderates the relationship between community capital and CSR (β= -0.035, p=.010). Business innovation did not significantly moderate the relationship between CSR and the sustainability of social enterprises (β= -0.018, p=.203). Business Innovation significantly moderated only the relationship between community capital and CSR, but business innovation was not found to moderate the relationship between corporate social responsibility and social enterprise sustainability.

Development of Competency in Creating Supplementary Materials and Thai Textbooks via Creative Learning Approach and ADDIE Model for Education Students at Chiang Mai Rajabhat University

2026-06-04T10:50:22+07:00

This research aimed to: 1) develop and design learning activities based on the Creative Learning Approach integrated with the ADDIE Model to enhance teacher education students’ competencies in creating supplementary learning materials and Thai language textbooks; 2) investigate the competencies of teacher education students in creating supplementary learning materials and Thai language textbooks before and after participating in the developed learning activities; 3) evaluate the quality of the supplementary learning materials and Thai language textbooks produced by the students after participating in the learning activities; and 4) evaluate the quality of the supplementary learning materials and Thai language textbooks produced by the students after participating in the learning activities. The sample consisted of 28 Thai language teacher education students at Chiang Mai Rajabhat University enrolled in the course THED3504: Creating Supplementary Learning Materials and Thai Language Textbooks during the first semester of the 2026 academic year. The participants were selected using cluster sampling. The research instruments consisted of: (1) learning activity plans, (2) a performance-based competency assessment, (3) a quality assessment form for supplementary learning materials and Thai language textbooks, and (4) a student satisfaction questionnaire. The data were analyzed using mean, standard deviation, percentage, and t-test. The results revealed that: (1) the learning activities based on Creative Learning integrated with the ADDIE model, consisting of five lesson plans totaling 15 hours, were rated at the highest level of appropriateness overall (𝑥̄ = 4.65, S.D. = 0.46); (2) the students’ competency after participating in the learning activities was significantly higher than before participation at the .01 level (t = 15.26, p .001); (3) the supplementary learning materials and Thai language textbooks produced by the students were rated at the highest level of quality overall (𝑥̄ = 4.56, S.D. = 0.49); and (4) the students’ overall satisfaction with the learning activities was at the highest level (𝑥̄ = 4.68, S.D. = 0.46), with the highest mean score found in the aspect of usefulness for the teaching profession (𝑥̄ = 4.75, S.D. = 0.42)

TPACK: An Instructional Innovation for Integrating Technology to Enhance Teacher Competencies and Learners’ 21st Century Skills

2026-05-06T11:13:34+07:00

This academic article aims to analyze and synthesize the Technological Pedagogical Content Knowledge (TPACK) framework as an instructional innovation for integrating technology to develop teacher competencies and 21st century skills among learners. The study employs a literature review and synthesis approach based on academic sources from both national and international contexts. The article discusses the development of the TPACK framework, its seven key components, and its role in enhancing teacher competencies, promoting 21st century skills, and supporting contemporary learning approaches. The synthesis indicates that TPACK enables teachers to effectively integrate content knowledge, pedagogical knowledge, and technological knowledge, thereby improving instructional quality, learner engagement, higher-order thinking skills, and digital-age learning outcomes. Furthermore, successful TPACK development requires systemic support from educational institutions, including professional development, professional learning communities, instructional leadership, and technological infrastructure. The article concludes that TPACK should serve as a foundational framework for strengthening teacher competencies and improving educational quality in the 21st century.

A Comparative Analysis and Legal Reform for Consumer Prevention and Protection in the Digital Environment

2026-04-03T10:44:47+07:00

This academic article aims to study legal measures for the prevention and protection of consumers in the digital environment, employing an analysis of relevant Thai laws in comparison with international measures. The study reveals significant gaps in Thailand’s consumer protection framework, particularly regarding personal data protection, the prevention of unfair digital advertising, and liability for digital product-related damages. This study utilizes documentary analysis of legal evidence from both domestic and international contexts, comparative legal analysis, and case studies. The findings demonstrate that current Thai laws lack comprehensiveness and effectiveness in addressing challenges within the digital environment, especially concerning the enforcement of the Personal Data Protection Act B.E. 2562 (2019), which continues to face implementation constraints. Furthermore, there is a notable absence of specific mechanisms to manage unfair practices on online platforms, alongside difficulties in online dispute resolution and complexities in cross-border enforcement against multinational corporations. The article proposes legal reforms in three main areas: 1) effective enforcement of the Personal Data Protection Act B.E. 2562 (2019) through enhanced regulatory capacity, 2) enactment of specific legislation for digital consumer protection covering digital products and services, and 3) establishment of cross-border enforcement mechanisms through international cooperation. These recommendations aim to balance technological innovation promotion with consumer rights protection within the digital environment.