FEU Academic Review https://so01.tci-thaijo.org/index.php/FEU <p><strong>ISSN : 2651-107X (Online)</strong></p> <p>FEU Academic Review Journal published as printed journal (ISSN: 1905-9590) during November 2007 – September 2018. Since 2015, FEU Academic Review Journal (Volume 8, Issue 2) started publishing online Journal (ISSN: 2651-107X). The objective is to be a medium of publishing academic works, research works and creative works both in Thai and English in the fields of Business Administration and Management. Political Science and Public Administration, Communication Arts, Arts, Information Technology and Interdisciplinary Studies in Humanities and Social Science.</p> <p>Since 2007, FEU Academic Review Journal have been published and issued semiannually (2 issues/ year): Issue 1 (June - November) and Issue 2 (December - May). In 2015, the issue was changed into quarterly&nbsp; (4 issues/year) starting from Vol. 9 Issue 1 onwards as follows: Issue 1 (May - July), Issue 2 (August - October), Issue 3 (November - January) and Issue 4 (February - April). In addition, to avoid publishing the same journal over the year, the issue was changed again in 2016 starting from Issue 1 (January - March) and ending with Issue 4 (October - December)</p> <p>FEU Academic Reviewe Journal publishes academic articles, research articles, review articles and book reviews in both Thai and English with the review process of 2 reviewers in the related fields. FEU Academic Review Journal has been approved and published on the database of Thai Journal Citation Index Centre (TCI) Tier 2: Humanities and Social Sciences.</p> <p>&nbsp;</p> en-US <p>1. Any views and comments in the FEU Academic Review Journal are the authors’ views.&nbsp; The editorial staff have not to agree with those views and it is not considered as the editorial’s responsibility.<br>2. The responsibility of content and draft check of each article belongs to each author. In case, there is any lawsuit about copyright infringement. It is considered as the authors’ sole responsibility.<br>3. The article copyright belonging to the authors and the Far Eastern University are copyrighted legally. Republication must be received direct permission from the authors and the Far Eastern University in written form.</p> pongkorn@feu.edu (ผู้ช่วยศาสตราจารย์ ดร.พงศ์กร จันทราช) subpong@feu.edu (ผู้ช่วยศาสตราจารย์สืบพงษ์ พงษ์สวัสดิ์) Tue, 31 Aug 2021 12:06:32 +0700 OJS 3.1.2.4 http://blogs.law.harvard.edu/tech/rss 60 Full Issue https://so01.tci-thaijo.org/index.php/FEU/article/view/249719 feujournal Suwannachin Copyright (c) 2021 FEU Academic Review https://creativecommons.org/licenses/by-nc-nd/4.0 https://so01.tci-thaijo.org/index.php/FEU/article/view/249719 Tue, 31 Aug 2021 00:00:00 +0700 Front Section https://so01.tci-thaijo.org/index.php/FEU/article/view/249721 feujournal Suwannachin Copyright (c) 2021 FEU Academic Review https://creativecommons.org/licenses/by-nc-nd/4.0 https://so01.tci-thaijo.org/index.php/FEU/article/view/249721 Tue, 31 Aug 2021 00:00:00 +0700 The Causal Relationship Model between Supply Chain Absorptive Capacity, Supply Chain Agility and Firm Performance of Instant Food Businesses in Thailand https://so01.tci-thaijo.org/index.php/FEU/article/view/245451 <p>The purposes of this study were to 1) investigate the causal relationship between supply chain absorptive capacity, supply chain agility, and firm performance of instant food businesses and 2) examine the influences of supply chain absorptive capacity and supply chain agility on firm performance of instant food businesses. The samples were executives and owners of instant food businesses in Thailand’s raw material, manufacturing, and distribution sectors, initially obtained through a stratified random sampling to generate regional sample representatives. A subsequent simple random sampling was applied to include 400 of these individuals. Data were collected by questionnaires, validated for reliability and content validity, and analyzed by descriptive statistics and a structural equation model in AMOS. Results revealed that the causal relationship model was highly consistent with the empirical data. The structural equation model revealed that chain absorptive capacity positively influenced supply chain agility of instant food businesses and firm performance of instant food businesses, and supply chain agility positively influenced firm performance of instant food businesses. These insights could be extremely valuable in managing supply chains to enhance agility, promote operational consistency in times of crisis, and fulfill predetermined organizational performance targets.</p> Salilathip Thippayakraisorn Copyright (c) 2021 FEU Academic Review https://creativecommons.org/licenses/by-nc-nd/4.0 https://so01.tci-thaijo.org/index.php/FEU/article/view/245451 Tue, 31 Aug 2021 00:00:00 +0700 Managing Strategies for Sustenance of Hotel Business during the Corona Virus 2019 Pandemic in Muang District, Chieng-Rai Province https://so01.tci-thaijo.org/index.php/FEU/article/view/246521 <p>This research studies managing strategies of hotel business during the Corona Virus 2019. Disease contributing to the decreases of guests and revenues. The objectives of this research are to study managing means and strategies for sustenance. Data obtained by in-depth interviews of twenty hotel owners who have operated small-medium hotel business at least 5-year. These sampling owners were assumed that they have qualified experience to manage their hotel business in Muang District, Chiangrai Province. Data analysis revealed that the owners had strong prospect in hotel business there, and had “stay-at-home” service concept to be key strategy to manage their hotel. During the pandemic, they used the strategies of lowered wages, lowered prices for attracting guests, emphasized on cleanliness and hygiene, and good services. And, they were aware of customer retention, finding new cliques of guests besides tourists, and providing related services; consequently, many of them began to think about additional jobs or investment to be their sources of revenues.</p> Phannapha Suanrattanachai, Pattariya Pornparisa, Itsared Chanjarean Copyright (c) 2021 FEU Academic Review https://creativecommons.org/licenses/by-nc-nd/4.0 https://so01.tci-thaijo.org/index.php/FEU/article/view/246521 Tue, 31 Aug 2021 00:00:00 +0700 Behavior enhancing tourism innovativeness among online social community https://so01.tci-thaijo.org/index.php/FEU/article/view/247473 <p>Tourism innovativeness of customer is an important issue for the innovation acceptance. The level of tourism innovativeness is different in each person. Such that, this research aims at investigate the individual factors affect to the level of tourism innovativeness and the behavior enhancing tourism innovativeness among online social community. A quantitative research was conducted with the samples of Pantip.com members in the Blue Planet forum that focus on tourism. Data of 321 samples were collected and analyzed by Analysis of Variance (ANOVA), t-test and Structural Equation Modelling (SEM). The results were found that individual factors of age and educational level influence differences in the degree of innovation among tourism innovativeness. Moreover, the behaviors enhancing tourism innovativeness consisted of 1) Media exposure, 2) Product involvement, and 3) Perceived knowledge respectively. All these three behaviors can explain tourism innovativeness at a high level, with the coefficient of determination at 0.778.</p> Sudarat Saengkaew Copyright (c) 2021 FEU Academic Review https://creativecommons.org/licenses/by-nc-nd/4.0 https://so01.tci-thaijo.org/index.php/FEU/article/view/247473 Tue, 31 Aug 2021 00:00:00 +0700 The The Effects of Utilizing Multimedia Program to Develop English Learning Achievement in the Present Simple Tense and the Past Simple Tense of Prathom Suksa 6 Students at Ban Sriboonrueng School https://so01.tci-thaijo.org/index.php/FEU/article/view/247682 <p>The objectives of this study were to investigate the effects of the multimedia program on the use of the Present Simple tense and the Past Simple tense based on the 75/75 standard criteria, to compare the students’ learning achievements after the implementation of the multimedia program, and to explore the students’ satisfaction towards the use of the multimedia program. The participants were 27 Prathom Suksa 6 students at Ban Sriboonrueng School selected by adopting the purposive sampling method. The lessons were designed for the students by incorporating the multimedia program which was based on the Adobe Captivate 2019. The instruments comprised the multimedia program, the pretest and posttest, the questionnaire, six lesson plans, and the semi-structured interview. The pretest was administered before the experiment. After the experiment, the posttest was administered to examine their English learning achievement. Then, all students were asked to complete the questionnaire and five students were randomly selected for the interview to explore their satisfaction. The data were statistically analyzed for mean, percentage, and standard deviation. The findings revealed that the efficiency of the multimedia program (E<sub>1</sub>/E<sub>2</sub>) was at 75.06/80.55, which was higher than the standard criteria of 75/75. Furthermore, the students’ English learning achievement was improved significantly as there was a significant difference in the mean scores before and after the implementation at the 0.01 level. The satisfaction of the students about learning through the multimedia were at the highest level with the mean scores of 4.54.</p> Anek Suping, Chalermchai Chaichompoo Copyright (c) 2021 FEU Academic Review https://creativecommons.org/licenses/by-nc-nd/4.0 https://so01.tci-thaijo.org/index.php/FEU/article/view/247682 Tue, 31 Aug 2021 00:00:00 +0700 Components of Marketing Mix Factors and Attitudes Affecting Purchasing Behaviors of Mosquito and Insect Repellent Products among Consumers in Bangkok https://so01.tci-thaijo.org/index.php/FEU/article/view/247717 <p>The objective of this research was to investigate purchasing behaviors and components of marketing mix factors and attitudes affecting consumers’ purchasing behavior. The sample was 400 consumers in Bangkok. A research instrument for data collection was a questionnaire with a reliability coefficient of 0.93. The results of this research indicated that most of the respondents were females, aged 36-45 years, graduated with a bachelor's degree, worked as company employee, earned a monthly income between 15,000 – 25,000 baht, and had 3-4 family members living together. In terms of purchasing behaviors, the respondents purchased mosquito and insect repellent products once a month. The popular brand purchased was Baygon. A reason for purchase was for their own use. The purchasing frequency was one unit per time. A purchase amount was 600 ml. They purchased by themselves. They purchased products at a convenience store near home. The research results could be summarized that there were five components of marketing mix factors and attitudes affecting purchasing behaviors, namely: 1) Complete details with safety emphasis could explain 45.278% of the variance in the original variables, 2) Cheap products, 3) O2O group (Online to Offline) business, 4) Detailed information, and 5) Emphasis on experience. Components 1 – 3 could explain all the variances of the original variables at 45.278%, 8.924%, and 6.845%, respectively and Components 4 – 5 could explain all the variances of the original variables at 54.796 % and 11.649 %, respectively.</p> Suthamas Wongjaraskul, Chirawut lomprakhon Copyright (c) 2021 FEU Academic Review https://creativecommons.org/licenses/by-nc-nd/4.0 https://so01.tci-thaijo.org/index.php/FEU/article/view/247717 Tue, 31 Aug 2021 00:00:00 +0700 Developing Professional Learning Community Management to Improving Student Quality World-Class Standard School Chiangdaowittayakom School https://so01.tci-thaijo.org/index.php/FEU/article/view/248058 <p>The purposes of this research were to 1) develop Professional Learning Community Management to improve Student Quality World-Class Standard School 2) study the results of developing Professional Learning Community Management to improving Student Quality World-Class Standard School&nbsp; and 3) study the effects of developing Professional Learning Community Management to improving Student Quality World-Class Standard School. The population used in the research were experts and the committees of basic education institutions. The samples used in the research were administrators, teachers, students, and parents. A total of 50 administrators and teachers were randomly selected. The students were randomly selected by simple random sampling of 278 students and their parents from a simple random sampling of 278 people. The research results revealed that developing Professional Learning Community management to improving Student Quality World-Class Standard School conforms to purpose and policy on the Minister of Education and Chiangdaowittayakom school strategic plan and the evaluation of the management is appropriate to the school context. Besides, the overall result levels of developing Professional Learning Community management to improve Student Quality World-Class Standard School were at good levels. The analysis results of developing Professional Learning Community management to improving Student Quality World-Class Standard School were at excellent levels. Meanwhile, the student's academic achievement was higher and their reading, analytical thinking and writing developed were at an excellent level. The satisfaction level of the learners toward the developing Professional Learning Community management to improving Student Quality World-Class Standard School was at the most level.</p> Tarathip Wongbanna Copyright (c) 2021 FEU Academic Review https://creativecommons.org/licenses/by-nc-nd/4.0 https://so01.tci-thaijo.org/index.php/FEU/article/view/248058 Tue, 31 Aug 2021 00:00:00 +0700 Approaches for Creative Tourism Development on Sustainable Community Resources in Baan Koh Kham Yai Island, Koh Sichang District, Chonburi Province, Thailand https://so01.tci-thaijo.org/index.php/FEU/article/view/248512 <p>This research aimed to 1) study the context of creative tourism resources 2) analyze strengths, weaknesses opportunities and threats 3) create approaches for creative tourism development on sustainable community resources. The combination of qualitative and participatory action research was used as a method of the study among 30 key informants consisting of the public sector, the private sector, tourists and citizens. The study founded that 1) the significant creative tourism resources of Koh Kham Yai Island are Koh Kham Yai Beach, aquatic animal resources traditional ways of fishing, Songkran Festival in Pattaya, the tradition of carrying girls into the water and the demonstration of processing products from local resources, 2) the SWOT analysis was found that strengths are being in the proper location of Koh Kham Yai Island and nearby tourist attractions. Weaknesses are the lack of basic utilities. Opportunities are developing to a national tourist destination emphasizing the outstanding nature. Threats are those who live in the community migrate to work. 3) Approaches for creative tourism development on sustainable community resources in Koh Kham Yai Island are Koh Kham Yai community create a sustainable marine ecotourism destination brands, create gastronomy tourism brands, fishing social tourism brands, local culture tourism brands and sustainable society development in order to develop the local economy, develop the society, preserve culture, mind development and sustainably conserve the environment.</p> Rungradith Muanglue Copyright (c) 2021 FEU Academic Review https://creativecommons.org/licenses/by-nc-nd/4.0 https://so01.tci-thaijo.org/index.php/FEU/article/view/248512 Tue, 31 Aug 2021 00:00:00 +0700 Development of Information System to Support Geographical Indication of Community Enterprise Golden Dried Longan Processing Group, Ban San Pa Hiang, Lamphun Province https://so01.tci-thaijo.org/index.php/FEU/article/view/247510 <p>A study of the context of geographical indication operation of the Golden Dried Longan Processing Group of Ban San Pa Hiang Community Enterprise indicates that such group has good community enterprise management. So, it had the expertise and readiness to operate according to the operating manual and requirements of geographical indication. Therefore, it was registered as a geographical indication of Lamphun dried longan. This makes the product quality acceptable to consumers; The objective of the geographical indication system was to study the operation system of Golden Dried Longan Processing Group and to develop a supporting system under the system development life cycle process (SDLC). The information system developed as a web application using PHP v.5.6.30, JavaScript, CSS, MySQL v.5.0.11, and EditPlus v.3.80. The results revealed that the information system is effective to facilitate the management of production record and members request with Geographic Indication information. A QR code can be attached to the product for traceability of the production record. This will raise more confidence in consumers. The system can search for production records and print copies of documents correctly. Moreover, it also helps to promote the geographical indications of the dried longan of Lamphun Province to be widely known.</p> Walaiphon Suphan Copyright (c) 2021 FEU Academic Review https://creativecommons.org/licenses/by-nc-nd/4.0 https://so01.tci-thaijo.org/index.php/FEU/article/view/247510 Tue, 31 Aug 2021 00:00:00 +0700 ฺBack Section https://so01.tci-thaijo.org/index.php/FEU/article/view/249720 feujournal Suwannachin Copyright (c) 2021 FEU Academic Review https://creativecommons.org/licenses/by-nc-nd/4.0 https://so01.tci-thaijo.org/index.php/FEU/article/view/249720 Tue, 31 Aug 2021 00:00:00 +0700