Journal of Social Innovation and Lifelong Learning

Front Section

feujournal Suwannachin — Thu, 30 Apr 2026 00:00:00 +0700

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feujournal Suwannachin — Thu, 30 Apr 2026 00:00:00 +0700

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feujournal Suwannachin — Thu, 30 Apr 2026 00:00:00 +0700

The Digital Yuan in the Digital Era and the Challenges for Thai Businesses

rapeeporn mahaprom, Pirunya Pimiw, Rungradith Muanglue — Thu, 30 Apr 2026 00:00:00 +0700

This academic article adopts a systematic literature review to examine the current status of the Renminbi (RMB) in the digital era and its impact on the global financial system. It analyzes the Chinese government’s strategy in developing the Digital Yuan, the factors affecting China’s domestic and global economic systems, and the responses of the Bank of Thailand to digital financial developments. The study also considers the overall economic implications and future challenges for the Thai business sector. The findings suggest that the adoption of the Digital Yuan remains limited and is currently in the pilot implementation phase. Chinese users generally perceive its role in daily transactions as marginal, considering it merely an alternative payment instrument alongside Alipay and WeChat Pay. Despite its relatively low penetration, the Chinese government continues to advance strategic policies to promote the Digital Yuan both domestically and internationally as part of its broader financial modernization agenda. These developments may generate spillover effects on the Thai business sector, particularly in cross-border trade and e-commerce transactions. Consequently, Thai enterprises must proactively enhance their institutional readiness to ensure legal and regulatory compliance when entering Chinese e-commerce platforms. Furthermore, the Bank of Thailand, as the key monetary authority, should expedite the formulation of policy frameworks to facilitate potential digital currency interoperability with the People's Bank of China. Such strategic adaptation would strengthen cross-border payment infrastructure, support tourism and bilateral trade, and mitigate the risk of opportunity loss in an evolving digital financial landscape.

Enhancing Idiomatic Competence of Thai EFL Learners through Gamification

Thu, 30 Apr 2026 00:00:00 +0700

One of the challenges for Thai students who learn English as a foreign language is understanding idiomatic expressions because most individual words in idioms do not convey literal meanings. Moreover, the learners also require a deep comprehension of sociolinguistic, cultural, and pragmatic functions of the idioms to facilitate their understanding. Therefore, idioms need to be delivered by using the appropriate teaching approach. To do this, teachers should understand how EFL learners acquire and use idioms in the process of communicating and enhancing their proficiency. Gamification, the current trend in language education, is widely suggested to be implemented in English classrooms to increase idiomatic competence of the learners. This review article aims to analyze the current state of English idiom teaching in Thailand and examine the efficacy of gamification in EFL classrooms. It also synthesizes empirical studies on gamification in Thai EFL contexts from 2014 to 2025 and proposes a three-stage framework for integrating gamification in idiom instruction by employing a narrative review of literature and previous research conducted in Thai educational contexts. The findings reveal that while gamification has been extensively applied to vocabulary, grammar, and communication skills in Thailand, its implementation for idiomatic competence remains unexplored. The proposed framework comprises Preparation, Implementation, and Assessment stages, providing practical guidelines for integrating gamification into curriculum design to effectively support Thai EFL learners, policymakers, and communities. However, challenges such as limited technological infrastructure and teacher preparedness were identified.

Demographic Differences and the Relationships Among Perceived Ease of Use, Perceived Usefulness, and Satisfaction toward Online Purchases of Clothing Brand XYZ

Thu, 30 Apr 2026 00:00:00 +0700

This research explored two focal areas: (1) the extent to which perceived ease of use and perceived usefulness vary among consumers with different demographic characteristics when purchasing clothing from Brand XYZ online, and (2) the degree to which these two perceptual factors are associated with consumer satisfaction. The study involved 385 Thai consumers who had previously purchased Brand XYZ products through online channels, recruited through convenience sampling via an online survey. Data were processed using descriptive statistics and inferential analytical techniques, including t-test, one-way ANOVA with pairwise comparisons using Games-Hewell Post-hoc, effect size calculations, and simple regression analysis. The findings demonstrated statistically significant variation in perceived ease of use across gender, age groups, educational attainment, and occupational categories, while perceived usefulness differed significantly by gender, educational level, and occupation. Furthermore, regression outcomes revealed that both perceived ease of use and perceived usefulness exerted positive effects on consumer satisfaction, with perceived usefulness serving as the stronger predictor. These empirical insights offer value for enhancing online marketing approaches, refining user experience design, and informing consumer segmentation strategies within Thailand’s digital fashion marketplace.

Gamified Listening in Hospitality ESP: Enhancing Listening Skills and Engagement of Thai EFL University Students

Damrongsak Tadwong — Thu, 30 Apr 2026 00:00:00 +0700

This study aimed to: 1) examine the effectiveness of gamified listening activities in improving listening skills, 2) analyze the levels of learners’ engagement in a Hospitality English course, and 3) explore students’ perceptions of the gamified activities. A mixed-methods design was utilized after the listening gamification intervention, with 22 tourism-major students enrolled in Hospitality English in the second semester of the 2024 academic year, selected through purposive sampling. The research instruments consisted of a pretest and posttest of listening skills, a learner engagement questionnaire, and semi-structured interviews. The listening tests consisted of three components: general comprehension, lexical recognition, and contextual understanding, all embedded in hospitality situations. The data were collected over a period of 12 weeks. Data were analyzed using the Wilcoxon Signed-rank Test and content analysis. The findings revealed that: (1) listening skills across all three dimensions significantly improved after implementing the gamified listening activities (pretest: M = 12.00, SD = 5.589; posttest: M = 18.77, SD = 3.915; p < .001), with the largest gains observed in hotel-specific vocabulary (p < .001). 2) The questionnaire results indicated high engagement (M = 4.43, SD = .645) across emotional, behavioral, and cognitive dimensions. 3) Students reported that game elements such as points, leaderboards, and rewards helped to enhance motivation, increase enjoyment, and improve vocabulary retention, which is aligned with the behavioral engagement (M = 4.44, SD = .615). However, during the focus group interview, some noted anxiety from competitive activities, suggesting that balanced activity design should integrate collaboration and reflection alongside competition. Overall, the study demonstrates that gamified listening effectively enhances listening skills and engagement in ESP, offering practical implications for improving English instruction in hospitality education.

Analyzing Competencies of Project Coordinators in Exhibition Management Profession: Based on MICE Industry Demand in Thailand

Orachorn Wongpan-ngam, Phitak Siriwong, Kaedsiri Jaroenwisan — Thu, 30 Apr 2026 00:00:00 +0700

This research aims to study and analyze the essential competencies for coordinators in the exhibition management profession according to the demands of Thailand's MICE industry, and to propose guidelines for developing vocational education curricula (Higher Vocational Certificate level) that align with labor market demands. The study employed qualitative research methodology through in-depth interviews with 9 purposively selected MICE industry entrepreneurs, using content analysis and data categorization. The research findings reveal that the essential competencies for coordinators based on the KSA Model comprise four main dimensions: (1) Knowledge encompasses foundational knowledge of the MICE industry, specialized field knowledge, procurement, marketing, law, and sustainability. Specific competencies include 9 areas covering registration systems, logistics, accommodation and travel management, and digital technology. (2) Skills include project planning and management, coordination, problem-solving, technology utilization, and English proficiency. Specific competencies comprise 13 areas emphasizing activity planning and coordination, negotiation, and networking. (3) Abilities involve data analysis, negotiation, risk management, and AI technology utilization. Specific competencies include 10 areas, particularly attention to detail, flexibility, and creativity. (4) Attitudes emphasize flexibility, professionalism, continuous learning, and service mindset. Specific competencies consist of 10 areas, especially positive attitudes toward service delivery and commitment to creating memorable customer experiences. The research recommends that educational institutions develop flexible modular curricula, emphasizing Work-integrated Learning by increasing the proportion of practical training to 60-70% of the curriculum, developing practical business English skills, integrating AI technology and sustainability into the curriculum, and establishing close collaboration with industry practitioners through an Industry Advisory Board system and mentorship programs to sustainably enhance the quality of personnel in Thailand's MICE industry.

An Empirical Survey of Chinese Learners’ Use of Near-Synonymous Verbs: “发生”, “产生” and “出现” of Thai CFL Learners in Sirithep Foreign Language School, Chiang Mai Province

hongmei Qin, Harnchai Chaitusaney, Apinya Songsaksakul — Thu, 30 Apr 2026 00:00:00 +0700

The Chinese words “发生,” “产生,” and “出现” are commonly used near-synonymous verbs, which often cause confusion for learners of Chinese as a foreign language. This study aims to (1) investigate the overall usage of 发生, 产生, and 出现 by Thai learners of Chinese at Sirithep School in Chiang Mai Province, (2) analyze common error types related to semantic understanding, collocation, and contextual appropriateness, and (3) propose pedagogical suggestions for teaching these verbs. The participants were drawn from a population of 115 Thai secondary-school learners who had received systematic Chinese instruction. Using a simple random sampling method, 20% of the total population (n = 23) were selected as the sample. Data were collected using a researcher-designed questionnaire consisting of 13 items, including multiple-choice, true–false, and sentence-construction tasks,and analyzed using quantitative and qualitative methods. The results show that learners confuse these words in actual usage. The main types of errors include inappropriate collocations, unclear semantic understanding, and inappropriate use in pragmatic contexts. These errors are mainly caused by negative transfer from the learners’ native language, insufficient distinction of word meanings, and limited explanation of usage in classroom teaching. The findings further suggest that learners’ difficulties reflect incomplete form–meaning mapping and underspecified lexical-semantic representations in second language acquisition.

Artificial Intelligence Model for Assessing Early Childhood Development Through Children's Drawings in Kindergarten Levels 1–3 : Model Development And Validation Study

Ekkaratch Sreesurak, Supattanawaree Thipcharoen — Thu, 30 Apr 2026 00:00:00 +0700

This study aimed (1) to develop an artificial intelligence (AI) model for classifying preschool children’s drawings from kindergarten levels 1–3 based on standardized tasks, and (2) to evaluate the model’s performance and feasibility for integration into a web-based early childhood development monitoring system. This applied research involved a purposive sample of 150 preschool children who completed five standardized drawing tasks, including straight lines, continuous curves, circles, squares, and triangles, following the official preschool teacher assessment manual. The research instruments included an EfficientNetV2-S-based AI model with data augmentation techniques, trained using CrossEntropyLoss and the Adam optimizer. The results indicated that the proposed model successfully classified children’s drawings into three developmental levels—advanced, intermediate, and beginner—with an overall accuracy of 0.61, precision of 0.58, recall of 0.61, and an F1-score of 0.59, while the validation loss ranged between 0.83 and 1.04 throughout the training process. Furthermore, the model demonstrated strong potential for deployment in web-based systems to support continuous developmental monitoring, reduce subjective assessment bias, and facilitate systematic planning of developmentally appropriate learning activities.

The Use of Digital Learning Packages to Enhance Digital Technology Skills of Students in the Primary Education Program, Lampang Rajabhat University

Smith Koiprasoet — Thu, 30 Apr 2026 00:00:00 +0700

This research aimed to: (1) compare the learning achievement of students enrolled in
the Elementary Education Program at Lampang Rajabhat University before and after their
engagement with a digital learning package developed to enhance digital technology skills,
and (2) this study examined the students’ satisfaction with the use of digital learning package
designed to enhance digital technology skills. The population consisted of 56 second-year
students in the Elementary Education Program enrolled in the first semester of the 2023
academic year. The research instruments comprised instructional lesson plans, a digital
learning package, a learning achievement test, and a student satisfaction questionnaire. Data
analysis was conducted using the mean, percentage, and standard deviation. The results
revealed that: (1) the post-learning mean score was clearly higher than the pre-learning mean
score, with a percentage improvement of 96.62. This indicates that the digital learning package
effectively enhanced the students’ learning achievement. (2) The satisfaction assessment
indicated that students’ satisfaction with the digital learning package was at a very high level.
(μ = 4.55, σ = 0.51) These findings reflect that the developed digital learning package
demonstrated effectiveness in enhancing students’ academic performance as well as
enriching their learning experience.

Design and Development of a Local Wisdom and Community Sage Website to Promote Tourism in On Tai Subdistrict, San Kamphaeng District, Chiang Mai.

Uthaiwan Sriwichai, Dr. Chast Jaiphet, Atiporn Khayan — Thu, 30 Apr 2026 00:00:00 +0700

This research aims to (1) investigate, survey, and collect data on local wisdom and community scholars in On Tai Sub-district, San Kamphaeng District, Chiang Mai Province, and (2) develop a database website for local wisdom and community scholars to promote tourism in the area. The methodology integrated documentary research with fieldwork, utilizing semi-structured interviews with 13 purposively selected local experts and community scholars. The collected data were analyzed to design the information architecture based on the User-Centered Design (UCD) approach. The website was developed using WordPress as a Content Management System (CMS) and phpMyAdmin, hosted at http://rspg.tourism.mju.ac.th/, featuring systematic multimedia content integration. The findings revealed that (1) data on 6 local wisdom categories, 13 community scholars, and 8 local traditions were successfully compiled and published as Search Engine Optimization (SEO)-ready articles. (2) Expert evaluation results indicated that content quality was at the highest level, system design and development were at a good level, and User Experience/User Interface (UX/UI) design was at a moderate level. Meanwhile, overall user satisfaction was at the highest level ( = 4.75, S.D. = 0.463). In conclusion, the developed website serves as a significant digital innovation and local knowledge repository, contributing to the preservation of community identity and supporting sustainable cultural tourism in the digital age.

Synthesizing Approaches of Universities to Thai Language Teaching for Foreigners in Thailand and Abroad

Natayathon Intarakumhang, Wararat Mahamontri, Suwannee Thongrot — Thu, 30 Apr 2026 00:00:00 +0700

This study aimed to: (1) analyze and compare pedagogical approaches for teaching Thai as a foreign language in higher education institutions both within Thailand and abroad, and (2) synthesizing pedagogical approaches for teaching Thai as a foreign language in higher education institutions both within Thailand and abroad. The research focused on six purposively selected institutions: Chulalongkorn University, Mahidol University, Chiang Mai University, the University of London, Australian National University, and the National University of Singapore. A qualitative synthesis was conducted through content analysis of three instructional frameworks: short-term programs, long-term programs, and specialized courses. The results revealed a shared objective among all institutions to systematically develop learners’ four language skills—listening, speaking, reading, and writing—with an emphasis on communicative competence. However, pedagogical differences were observed across institutional contexts. Domestic institutions emphasize cultural activities and experiential learning, whereas international institutions focus on language proficiency alongside critical thinking skills in academic and global contexts. Furthermore, the synthesis identified five core approaches for effective instruction: (1) flexible curriculum structures, (2) the integration of communicative and analytical skills, (3) blended learning methodologies, (4) the incorporation of cultural engagement, and (5) the promotion of intercultural and international learning environments. These findings provide a comprehensive framework for curriculum development, aimed at elevating the quality and international standards of Thai language education for foreign learners.

The Development of a Science Instructional Innovation to Promote Science Process Skills of Undergraduate Pre-service Teachers

Suwicha Wansudon — Thu, 30 Apr 2026 00:00:00 +0700

The objectives of this research were: 1) to develop an effective scientific learning package on the 8 basic scientific process skills to promote these skills among pre-service teachers; 2) to compare the 8 basic scientific process skills of second-year pre-service education students before and after the instruction; and 3) to study the satisfaction level of the students towards the learning activities. The research instruments consisted of: 1) the scientific learning package, 2) a teacher's manual, 3) a pre-test and post-test on scientific process skills, and 4) a satisfaction questionnaire. The sample was a group of 30 second-year students majoring in Elementary Education at the Faculty of Education, selected via Purposive Sampling. A one-group pretest-posttest design was employed. The research findings indicated that the efficiency of the developed learning package was 81.25/81.53, which was higher than the set 80/80 criterion. The post-instruction mean score for scientific process skills ( = 24.46, SD = 2.71) was significantly higher than the pre-instruction mean score ( = 19.67, SD = 2.59) at the .05 level of statistical significance. Furthermore, the students' overall satisfaction with the learning package was at the highest level ( = 4.55, SD = 0.45).

Research-Based Learning Activity Development to Enhance Curriculum Development Ability for Master's Degree Students

Supansa Suvanchatree , Palida Sairatthong Patanapichai, Sinee Khuhamuc — Thu, 30 Apr 2026 00:00:00 +0700

This study aimed to 1) develop research-based learning activities to enhance the curriculum development ability of Master’s degree students, and 2) examine their ability in curriculum development through the research-based learning activity of Master’s degree students. The participants were 16 first year Master’s degree students in the Curriculum and Instruction program who were enrolled in the course 270-512: Curriculum Development Practicum during the second semester of the 2024 academic year. The research instruments consisted of 1) a set of instructional plans based on research-based learning, 2) a curriculum development ability assessment form, 3) reflective thinking journals, and 4) a curriculum appropriateness evaluation form. Data were analyzed using dependent t-tests. The findings were as follows: 1) The learning activity in all five instructional plans developed through research-based learning were found to be highly appropriate, as evaluated by the experts. 2)Students’ ability in curriculum development significantly increased after participating in research-based learning activities. The posttest mean score (M = 11.43, SD = 2.70) was significantly higher than the pretest mean score (M = 9.37, SD = 2.24), with statistical significance at the .05 level and the three training curricula developed by the students during the course were evaluated by three experts and all were rated at the highest level of appropriateness.

The Influence of Social Media Advertising on Consumer Purchase Decisions: The Mediating Roles of Brand Perception, Attitudes, and Purchase Intention

Omthong Phattanaphong, Jaruwan Limphiboon — Thu, 30 Apr 2026 00:00:00 +0700

This study aimed to examine the direct influence of social media advertising factors on consumer purchase decisions and investigate the mediating roles of brand perception, consumer attitudes, and purchase intention. The research employed a quantitative survey methodology to collect data from 400 Thai active social media users. Structural Equation Modeling (SEM) was used for data analysis and hypothesis testing. The results demonstrated that social media advertising factors—specifically, platform characteristics, user engagement, and influencer credibility—exert both direct and indirect effects, yielding significant total effects on purchase decisions. The structural model explained 66% of the variance in consumer purchase decisions (R² = .66). Furthermore, the results confirm that consumer brand perception, attitude, and purchase intention act as crucial full and partial mediators in this relationship. Theoretically, this study extends the Hierarchy of Effects model by confirming the sequential cognitive-affective-conative pathway in the context of digital advertising. The study highlights the importance of creating tailored content for specific social media platforms and leveraging authentic influencer partnerships to guide consumers through the decision-making process effectively. These findings contribute to the understanding of modern consumer behavior and offer practical guidelines for marketers to optimize their digital strategies in the post-pandemic era.

Strategies for Developing Interdisciplinary Entrepreneurs to Achieve Balance Between Science and Social Science Disciplines: A Case Study in Maejo University

Surachai Srinorajan — Thu, 30 Apr 2026 00:00:00 +0700

This study proposes strategies for developing undergraduate students into cross-disciplinary entrepreneurs to achieve a balance between science-based and social science–based competencies. Conducted under the research project “A Study of Entrepreneurial Ecosystems for Undergraduate Students in Technology Development and Innovation Promotion Universities (Group 2)”, the objectives were to examine internal and external environmental factors conducive to student entrepreneurship and to formulate strategic recommendations for fostering cross-disciplinary entrepreneurship within universities. A mixed-methods research design was employed, comprising quantitative data collected from 420 undergraduate students and qualitative data from 33 key informants. The findings reveal that, overall, students’ internal entrepreneurial factors were at a moderate level (Mean = 3.36), with risk management identified as a critical weakness at the lowest level (Mean = 2.11). External environmental factors were perceived to be at a low level overall (Mean = 2.24), particularly financial support, which was rated at the lowest level (Mean = 1.53). Comparative analysis using t-tests indicates that students in science-related disciplines reported higher perceptions of internal factors related to risk management, as well as external factors such as financial support and market networks. In contrast, students in humanities and social science disciplines demonstrated stronger internal motivational drivers, including having entrepreneurial aspirations and perseverance/dedication. Based on these findings, the study proposes cross-disciplinary entrepreneurship development strategies aimed at achieving balance between disciplines. Key recommendations include the integration of interdisciplinary curricula that combine the creativity and social insight of social science disciplines with the technological competencies and risk management capabilities of science disciplines. Additionally, the development of structural support mechanisms—such as the establishment of a university-level Startup Fund—is recommended to address financial and networking constraints faced by students across both disciplinary groups.

Effects of Gamification-Based Learning Activities on Enhancing Teamwork Skills among Undergraduate Business Management Students

Korawin Kemapanmanas — Thu, 30 Apr 2026 00:00:00 +0700

This study aimed to compare the teamwork skills of Business Management students before and after participating in gamification-based learning activities. A pre-experimental research design with a one-group pretest-posttest approach was employed. The sample consisted of 89 third-year Business Management students enrolled in the first semester of the 2024 academic year, selected through purposive sampling based on voluntary and continuous participation in the learning activities and complete submission of all assessments. The research instruments comprised gamification-based learning activities conducted via the Kahoot! platform, which consisted of five stages: mission assignment, motivation reinforcement, task execution, reward provision, and feedback delivery. Data were collected using two forms of teamwork skills assessment: self-assessment and a peer assessment. Data analysis was performed using means, standard deviations, and a paired samples t-test. The results revealed that students' teamwork skills after participating in the gamification-based learning activities were significantly higher than those before participation at the .05 level of significance, as measured by both self-assessment and peer assessment. All five dimensions of teamwork skills including intra-group communication, collaborative work principles, work efficiency, leadership, and recognition of team members' potential showed statistically significant improvement at the .05 level across all dimensions.

The Successful Secret of Pintu Gerbang Malayu Management in Southern Border Provinces

yarona sriaremhad, Associate Professor Apsorn E-sor, Ph.D Pareeda Hayeeteh — Thu, 30 Apr 2026 00:00:00 +0700

More important than achieving success is the process that leads to it. This study aimed to examine the successful secret of Pintu Gerbang Malayu management in the southern border provinces. A mixed-methods research design was employed, incorporating quantitative data collected through a questionnaire and qualitative data gathered through a focus group interview. The target participants consisted of mosque committees that submitted projects to the competition and received awards, having been involved in the planning and/or implementation processes that led to the successful completion and resulted in winning the Pintu Gerbang Malayu competition in the southern border provinces during 2023-2024. The sample group involved 300 participants and 15 related stakeholders, included chairpersons and committee members of the Pintu Gerbang Malayu project who achieved first-place awards in the three southern border provinces, as well as specialists in Islamic communication, Islamic history, and Islamic architecture and art. The findings showed that the overall successful secret of Pintu Gerbang Malayu management was at a moderate level ( =2.99, S.D.=0.42). When examined by dimensions, the human resource dimension was rated at a high level ( =3.40, S.D.=0.87), while material resources dimension ( =3.04, S.D.=0.87) and financial resources dimension ( =3.00, S.D.=0.86) were at moderate levels. Further in-depth analysis revealed that the successful secret did not lie in the aesthetic beauty of artistic design, but rather in a management system rooted in local human capital. A clear organizational structure was essential, together with well-defined responsibilities. Regular follow-up meetings were conducted using the mosque as the central hub. Priority was given to the use of local materials and local labor. Both online and offline communication channels were used continuously, along with the maintenance of transparent and verifiable income and expenses records.

Participatory Development of Digital Marketing Channel to Promote Agro-Tourism in Omkoi District, Chiang Mai Province

Thu, 30 Apr 2026 00:00:00 +0700

This research aimed to investigate the behaviors and requirements of tourists regarding agro-tourism public relations (PR) media; assess the digital marketing planning knowledge and digital PR production skills of community leaders; and develop as well as evaluate participatory digital marketing channels for community-led agro-tourism using a mixed methods approach. Data were collected via online questionnaires from 150 agro-tourists and self-assessment forms from 30 community leaders. The Appreciation-Influence-Control (A-I-C) technique was employed as a framework for developing the participatory digital marketing channels. Data analysis was performed using descriptive statistics and the Paired Sample t-test. The findings indicated that tourists predominantly accessed tourism information via Facebook (88.00%) and searched for community products through Shopee (88.67%), primarily via mobile devices (91.33%). Their information requirements focused on local agricultural lifestyles (87.33%) and farmstay accommodations (84.00%). Pre-development assessments revealed that community leaders lacked both digital marketing planning knowledge and digital PR media production skills. The researchers implemented a workshop training and group discussion integrated with a participatory development process, consisting of three stages: 1) Appreciation (A) Community leaders engaged in collaborative discussions to identify and acknowledge challenges in tourism management and community product distribution. 2) Influence (I) Leaders utilized survey insights into tourist behaviors and media requirements to strategically plan two digital marketing channels: (1) a Facebook Page for tourism promotion, and (2) a Shopee platform for community product sales. 3) Control (C) Responsibilities and maintenance protocols for these channels were collectively established, resulting in the appointment of four Facebook Page administrators from Omkoi and Yang Piang sub-districts and one Shopee administrator from Yang Piang sub-district. Post-development evaluations demonstrated that community leaders achieved a significant increase in digital marketing planning knowledge at a statistical significance level of 0.01 (t=41.48, Sig=0.000***). Furthermore, their digital PR media production skills significantly improved at the 0.01 level (t=7.81, Sig=0.000***).

Personal, Social, and Media Factors Influencing Football Gambling, Gambling Risk, and Impacts on the People in Chiang Mai Province

Thu, 30 Apr 2026 00:00:00 +0700

Chiang Mai Province faces ongoing football gambling problems and consistent arrest statistics, reflecting those residents are at risk of gambling addiction. This research aimed to study the general characteristics, football gambling behaviors, risk of gambling addiction, influencing factors, and impacts under the framework of Football Gambling, Social Learning Theory, Uses and Gratifications Theory, and Technological Determinism. Data were collected from 400 respondents who had engaged in football gambling using convenience sampling. A questionnaire and the Problem Gambling Severity Index (PGSI) were used as research instruments, considering research ethics. Data were analyzed using descriptive statistics, Pearson correlation, and multiple regression. The results showed that most football gamblers were male and initiated gambling due to peer influence. More than half were at risk of football gambling addiction. Personal, social, and media factors strongly influenced football gambling behaviors, including enjoyment, peer influence, and betting odds. Moderate impacts were reported, such as stress and insomnia. Hypothesis testing indicated that individuals who had won or lost large amounts of money had a higher risk of gambling addiction than other groups. All three factors were positively associated with gambling risk. Multiple regression analysis showed that these factors significantly predicted the risk of football gambling addiction (Adjusted R² = .257, F = 20.751, p < .001). This study proposes the G-SHIELD (Gambling Shield) Model as a theoretical framework and policy measures to prevent and address football gambling problems, aiming to reduce risks at the individual, family, social, and media levels.

The Development of Competency-Based Curriculum Integrated with Local Community for Elementary School Students: Korat Model

Thu, 30 Apr 2026 00:00:00 +0700

This study aimed to develop and evaluate a competency-based integrated curriculum connected to the local community for primary school students, known as the Korat Model. The target group consisted of 12 school administrators and teachers from Ban Hua Thale School under the Nakhon Ratchasima Primary Educational Service Area Office 1. The research instruments included six competency-based integrated curricula and a suitability assessment form. Data were analyzed using content analysis, mean, and standard deviation. The findings indicated that the developed curriculum was structured around four conceptual dimensions: fundamental skills, transformative competencies, learning processes, and social-emotional skills. All dimensions were systematically linked to the context of Nakhon Ratchasima Province. The curriculum employed a nested integrated approach that incorporated multiple skills across six grade levels, ranging from “Little Korat Learners Exploring a Small World” for Grade 1 to “Korat Citizens to the Global Stage” for Grade 6. The evaluation results showed that the overall curriculum was appropriate at a high level.

Development of English Communication Skills for Young Volunteer Tourist Guides to Promote Sustainable Community-Based Tourism at Ban Piang Luang, Wiang Haeng District, Chiang Mai Province

Ranavi Papol — Thu, 30 Apr 2026 00:00:00 +0700

This research aimed to: 1) develop and evaluate a community-based tourism guidebook for Piang Luang Subdistrict; 2) design a developmental process and assess the English communication skills of volunteer youth tourist guides; and 3) create and evaluate innovative English-language media to promote community-based tourism through volunteer youth guides. The population and sample consisted of communities in Piang Luang Subdistrict. Purposive sampling was employed for the qualitative component, including key informants: 1) 50 individuals related to community tourism resources, and 2) 5 individuals involved in the development and evaluation process of English communication competence. For the quantitative component, the sample comprised 50 grade 7 students from Ban Piang Luang School. The research instruments included interview forms, pre-test and post-test assessments, speaking skill evaluation criteria for tour guides, and a satisfaction questionnaire toward the community tourism guidebook and the innovative English-language media. The findings revealed that: 1) the community tourism resources were found to be diverse and highly potential for development as cultural, natural, and educational tourism destinations, with all key components aligned with the 5 As framework and most respondents reported a high level of satisfaction with the community-based tourism guidebook ( = 4.35), particularly in terms of content ( = 4.44) and format ( = 4.27). The process of developing and evaluating English communication competence consisted of three stages: the preparation stage (selection of youth participants, needs analysis, and lesson development based on the guidebook), the development stage (systematic and step-by-step skill development), and the evaluation stage (assessment of knowledge through pre-test and post-test, and speaking skills through practical performance). The results indicated that post-test scores were significantly higher than pre-test scores at the 0.05 level. In terms of speaking ability, most participants were at Level 4 (Very Good) (15 students), Level 3 (Fair) (14 students), and Level 2 (Pass) (12 students). and 3) the innovative English-language media developed were comprehensive in their components and engaging in presentation, with most respondents reporting a high level of satisfaction ( = 4.39).

Causal factors affecting the operational performance of companies listed on the Stock Exchange of Thailand: Agro and Food Industry sector

ponkrit rakjul, Mantana Lerttrakoonpana, Orawon Chuamaungphan — Thu, 30 Apr 2026 00:00:00 +0700

The objective of this research is to investigate the impact of capital structure on financial performance, mediated by executive compensation, among companies in the Agro & Food Industry sector listed on the Stock Exchange of Thailand from 2022 to 2024. The sample consists of 83 listed companies, providing a total of 152 observations. Secondary data were collected from annual registration statements (Form 56-1 One Report) and the SETSMART database. Data analysis was conducted using Structural Equation Modeling (SEM). The results indicate that the structural model demonstrates a good fit with empirical data (Chi-Square
(²) = 10.24, df = 7, p = 0.18, Chi-Square (²) /df = 1.46, GFI = 0.98, AGFI = 0.94, CFI = 0.99, RMSEA = 0.06). Hypothesis testing revealed that: (1) capital structure has a significant positive effect on executive compensation (= 0.30, p < 0.01); (2) capital structure has a significant negative effect on financial performance (= -0.33, p < 0.01); (3) executive compensation has a significant positive effect on financial performance (= 0.14, p < 0.01); and (4) capital structure significantly influences financial performance through executive compensation (= 0.11, p < 0.01$). These findings suggest that establishing an optimal capital structure can enhance managerial incentives, leading to improved operational performance and providing a strategic framework for integrating financial policies to achieve sustainable firm value.

The Participatory Development of Professional Learning Community Platform for Schools in Chiang Mai

Saiphon Sanjaiprom — Thu, 30 Apr 2026 00:00:00 +0700

This research aimed to: (1) investigate the current states and needs for developing the Professional Learning Community (PLC) process, (2) develop a PLC management platform, and (3) study the results of its implementation. The sample consisted of 377 teachers and school administrators in Chiang Mai Province, using a stratified random sampling method. Research instruments included a questionnaire, focus group discussion records, and a platform evaluation form. Quantitative data were analyzed using mean and standard deviation, while qualitative data were analyzed through content analysis. Findings indicated that current PLC implementation was at a moderate level in teacher-related (M = 2.77, SD = 1.09) and management aspects (M = 3.12, SD = 0.73), while the supportive atmosphere was high (M = 3.98, SD = 0.80). Teachers expressed a need to deepen their understanding of PLC and improve digital tools for task submission. The developed platform featured two main components: (1) a management function encompassing awareness building, understanding enhancement, goal setting, planning, supervision, reflection, and certification; and (2) an online task submission system including member registration, PLC team entries, logbook records, summary reporting, and research documentation. Expert evaluation affirmed its high suitability and feasibility. Post-implementation results showed strong effectiveness in knowledge development (M = 4.77), school management (M = 4.72), online submission (M = 4.88), and teacher–student behavioral outcomes (M = 4.83). The study highlights the platform’s potential as a practical and scalable tool for enhancing PLC practices in diverse educational contexts.

Education Management Model to Enhance Cross-Border Employability Skills of Chinese Students in Thailand

Yang haiyan, Apipa Prachyapruit, Pateep Methakunavudhi — Thu, 30 Apr 2026 00:00:00 +0700

This study aims to (1) examine employability skills and educational management components to develop an education management model for Chinese students in Thailand and (2) develop and validate a modular educational management model to improve cross-border employability skills for Chinese students in Thailand. An integrated mixed methods research design was employed. Quantitative data were collected through questionnaires administered to 322 fourth-year Chinese undergraduate students from five Thai higher education institutions and analyzed using confirmatory factor analysis (CFA). Qualitative data were obtained through semi-structured interviews with 30 Chinese executives and employees from five Thai–Chinese companies, together with 25 university administrators and lecturers, and analyzed using content analysis. The results indicated that the proposed models demonstrated a good fit with the empirical data. The employability skills model, consisting of 10 components, yielded a chi-square statistic of 23.079 (df=15, p=0.0825, CFI=0.998, TLI=0.993, RMSEA=0.012, SRMR=0.041), while the educational management model, comprising 11 components, showed a chi-square value of 28.423 (df =25, p=0.2888, CFI=0.999, TLI=0.998, RMSEA=0.012, SRMR=0.021). Overall goodness-of-fit indices met acceptable criteria and were consistent with the qualitative findings. Following the integration and joint interpretation of quantitative and qualitative results, a preliminary model was developed and subsequently validated by a panel of five experts. The refined model, termed the IDEALIST Model, consists of 20 training modules designed to enhance learners’ cross-border employability competencies, along with eight integrated educational management strategies. These strategies encompass learning environment design, instructional management, assessment, faculty development, resource allocation, and collaboration with industry.