https://so01.tci-thaijo.org/index.php/bkkthon/issue/feedACADEMIC JOURNAL BANGKOKTHONBURI UNIVERSITY2024-12-26T17:59:23+07:00รองศาสตราจารย์ ดร.สถิตย์ นิยมญาติjournal.btu@gmail.comOpen Journal Systems<p><strong> <br /></strong></p>https://so01.tci-thaijo.org/index.php/bkkthon/article/view/277421Flight management to maximize value and efficiency for the organization2024-12-16T08:49:53+07:00Jitlada Piyatatteerapornlertratt.p@gmail.com<p>In today’s highly competitive aviation industry, efficient flight management is a critical component of success for airlines. It not only minimizes operational costs but also enhances profitability and improves passenger experiences. Achieving long-term success in this field requires a robust combination of proper flight planning and modern management strategies. However, the process involves managing a wide array of interdependent and dynamic factors, such as optimizing flight routes, managing aircraft weight, conserving fuel, and employing the most suitable technologies.</p> <p>The challenge of balancing cost reduction, efficiency enhancement, and passenger satisfaction is significant due to the complexity and variability of the factors involved. For example, Thai AirAsia stands out as a successful low-cost airline, employing highly efficient management practices. The airline reduces costs by using a single aircraft model, enabling streamlined maintenance and training. It plans routes with high profitability potential, incorporates strict weight management to optimize fuel consumption, and utilizes digital systems like online ticketing and automated check-ins to lower operational expenses while enhancing passenger convenience.</p> <p>This paper delves into the essential elements of effective flight management and examines strategies that help airlines maximize business potential while meeting passenger needs efficiently.</p>2024-12-30T00:00:00+07:00Copyright (c) 2024 https://so01.tci-thaijo.org/index.php/bkkthon/article/view/276540Instructional Media for the Deaf: A Prototype for Self Study2024-09-26T10:17:27+07:00Sutha Luealamaigrsutha@gmail.com<p>This article presents a newly developed instructional media for deaf people’s education. The media was designed based on the knowledge acquired from a prior research project on the effectiveness of different image types when used as instructional media in teaching application programs to deaf students. All contents in the media were covered in sign language for maximum comprehension. The prototype of the media covering the Adobe Photoshop program was tested out on deaf students to a positive outcome. All students were satisfied as they were able to use the media without the help of a sign language interpreter. Most of them stated that they would like this kind of instructional media for other programs such as the Microsoft Office.</p>2024-12-30T00:00:00+07:00Copyright (c) 2024 https://so01.tci-thaijo.org/index.php/bkkthon/article/view/274040Guidelines for storytelling through documentary digital Photography of the Thai-Mon co-culture in Ratchaburi Province2024-05-07T15:00:12+07:00Raksucha Chompoobutchompoobut123@Gmail.comChaiyot Vanitwatthananuwatchompoobut1234@Gmail.com<p>This article aims to study and analyze the storytelling methods through documentary digital photography of the shared Thai-Mon culture in the Mon Ban Muang community, Mon Don Krabueng community, and Mon Huai Nam Sai community in Ratchaburi Province. The research was conducted following a systematic process, including planning, literature review, field surveys and data collection, summarizing the collected data, data analysis, and synthesizing the information into knowledge. The analysis revealed that the storytelling methods through documentary digital photography of the shared Thai-Mon culture in the three communities in Ratchaburi Province are based on eight key principles: (1) ethical standards for documentary photographers, (2) understanding cultural impacts, (3) understanding storytelling techniques, (4) understanding community contexts, (5) promoting development-oriented ideas, (6) effective collaboration with communities, (7) integrity in one's profession and ethics, and (8) emphasizing sustainable participation. These principles can effectively lead to the development and promotion of storytelling through documentary digital photography in the cultural field.</p>2024-12-30T00:00:00+07:00Copyright (c) 2024 https://so01.tci-thaijo.org/index.php/bkkthon/article/view/275060Perception and Expectations Regarding the Learning Environment Among Graduate Students in Educational Administration Leadership Program of Education Faculty, Bangkokthonburi University2024-10-02T08:46:37+07:00Sataporn PruettikulPruettikul220@gmail.comKlinkaew MataPruettikul220@gmail.comThitapa BenjatikulPruettikul220@gmail.com<p>This research aimed to study and compare between perceptions and expectations regarding the learning environment among graduate students in the Educational Leadership program at the Faculty of Education, Bangkokthonburi University. The research sample consisted of 175 graduate students was selected by stratified random sampling method. Data was collected by a five-point Likert scale questionnaire. Data analysis with t-tests, one-way ANOVA, and correlation coefficient.</p> <p>The research found that; 1) Graduate students in the Educational Leadership program at the Faculty of Education, Bangkokthonburi University, the overall and aspect of both perceptions and expectations of their learning environment was high level., 2) Overall, perceptions and expectations showed a strong positive correlation, statistically significant at the .01 level. 3) A comparison of mean scores for perceptions and expectations of the learning environment indicated that expectations, both overall and aspect, were significantly higher than perceptions at the .05 level., and 4) When categorized by gender, program of study, and marital status, overall perceptions and expectations differed significantly at the .05 level, when categorized by experience, overall expectations differed significantly at the .05 level, when categorized by age, overall perceptions did not differ significantly; however, students younger than 35 and those aged 35-45 had significantly higher overall expectations than those older than 45 (p < .05). Finally, when categorized by job type, administrators' perceptions differed significantly from those instructors in private university (p < .05)., and administrators' expectations differed significantly from those of both public and private university instructors (p < .05).</p>2024-12-30T00:00:00+07:00Copyright (c) 2024 https://so01.tci-thaijo.org/index.php/bkkthon/article/view/276691Marketing strategies that influence attitudes and behaviors Consumer repeat purchases and services via online platforms in Thailand2024-10-03T15:53:06+07:00Chalisa Sukkaewchalisa.sukkaew@gmail.com<p>The objectives of this article were 1) to study the factors that influence the consumer’s attitude and their behavior of purchasing products and services through online platforms in Thailand 2) to develop marketing strategy models which have direct effect to consumer’s repurchase decision. The sample group used in this study comprised 225 consumers in Thailand who had experienced of shopping online through online platforms in Thailand. The tool used to collect data in this research was an online questionnaire. The statistics used in the data analysis were frequency, percentage, and structural equation model. The results indicated that factors influencing attitudes and consumer behavior of purchasing products and services through online platforms in Thailand consist of 3 aspects: 1) product 2) store responsiveness and 3) reviews (word of mouth) had direct effect to consumer’s repurchase decision. while product price aspect and products information details had no influence to consumers ’decision to repurchase products and services. The results of the research indicate the importance of various factors. which leads to sustainable business operations in the long term.</p>2024-12-30T00:00:00+07:00Copyright (c) 2024 https://so01.tci-thaijo.org/index.php/bkkthon/article/view/276040Investigating the factors affecting online marketing strategy effectiveness for small and medium-sized hotels in Thailand: Mixed methods approach2024-08-29T08:51:19+07:00Kittisak Srepirotekittisak.sr@up.ac.th<p>This research examines factors influencing the Digital Marketing Strategy Effectiveness in small and medium-sized hotels in Thailand, focusing on success factors and adaptation in the digital era. The findings reveal that Digital Organizational Transformation is a crucial factor affecting the effectiveness of online marketing strategies. Emphasis should be placed on restructuring the organization, investing in technology, and developing employees' digital skills, rather than solely focusing on online marketing strategies to increase bookings. Furthermore, Business Environment Turbulence does not directly impact the effectiveness of online marketing strategies in the short term, despite significant adaptations by entrepreneurs, suggesting that strategy evaluation should be conducted over the long term. The study also shows that Transformational Leadership has limited impact, possibly due to the specific characteristics of small and medium-sized hotel businesses, which typically have flat organizational structures and are family-run. These findings highlight the importance of comprehensive Digital Organizational Transformation and recommend considering the specific context of the business when planning and implementing Digital Marketing Strategies. The research emphasizes the need for a holistic approach to digital transformation in the organization, rather than focusing solely on marketing aspects to enhance Digital Marketing Strategy Effectiveness.</p>2024-12-30T00:00:00+07:00Copyright (c) 2024 https://so01.tci-thaijo.org/index.php/bkkthon/article/view/277736Human resource management for organizations in business administration2024-11-30T12:53:26+07:00Theerapa Wivatanasaklys076498@gmail.comMonthana Yoosomboonlys076498@gmail.comChomthanin Thanomnipaphanlys076498@gmail.comBenchaya Phichitchaidecha lys076498@gmail.com<p>The objective of this research is to: 1. Examine the roles and responsibilities within the scope of human resource management. by collecting information from the management and personnel in business administration organizations of 20 people and use the questionnaire as a tool Statistics used to analyze data include the average (Mean) Standard Deviation Multiple Correlation Analysis, Simple Regression Analysis, Multiple Regression Analysis.</p> <p>The results showed that the correlation analysis of human resource management in business administration organizations revealed that human resource management, recruitment, and labor management had a P-value of 0.001, which is less than 0.05 (0.000 < 0.05). Furthermore, training and development of personnel also had a P-value of 0.001, which is less than 0.05 (0.000 < 0.05). These results suggest that human resource management, including human resource management practices, recruitment, labor management, and personnel training and development, significantly influence the business administration of executives and business personnel.</p>2024-12-30T00:00:00+07:00Copyright (c) 2024 https://so01.tci-thaijo.org/index.php/bkkthon/article/view/273688Communication In Salaya's Television Scripts: a Case Study of “Buppesannivas”2024-11-25T10:08:47+07:00Kittiya Kaweejarukornkittiya.rich@gmail.com<p>The objectives of this research were: 1. to study the communication in the television drama of Sulia, with a case study of "Buppesannivas"; 2. to study the factors related to the components of script writing in the television scripts of Salaya, with a case study of "Buppesannivas"; and 3. to propose development guidelines for the communication of television scripts by Salaya, with a case study of "Buppesannivas".</p> <p>This study employs a qualitative research methodology, collecting data through in-depth interviews with three key informants: the television scriptwriter, the novelist, and the producer of the drama series Buppesannivas. These informants were selected through purposive sampling. Data collection was conducted using semi-structured interview forms, and the analysis was carried out using descriptive methods. The findings are presented in tables accompanied by narrative explanations. The research finding were found that: (1) the <em>Buppesannivas</em> television script emphasized storytelling that effectively conveyed the emotions and feelings of the characters through realistic dialogue and scenes, it utilized communication techniques that allowed the audience to deeply engage with and connect to the storyline; (2) key factors contributing to the success of the script included the scriptwriter's ability to expand and adapt the storyline from the original novel by adding scenes and events to enhance continuity and interest, the characters were developed with complexity, reflecting both external and internal conflicts, and the language used was appropriate to the historical context; and (3) the development guidelines for Salaya's television script communication focus on achieving balance in the content,they incorporate ethical and cultural concepts, such as assigning significant roles to female characters, showcasing their abilities equal to male characters, and promoting social equality, additionally, the script is adapted to align with contemporary audiences to effectively meet their needs and expectations.</p>2024-12-30T00:00:00+07:00Copyright (c) 2024 https://so01.tci-thaijo.org/index.php/bkkthon/article/view/276501Studying the role of participation of the elderly In the area of civil society consciousness for the development of the Wat Puranawas community, Thawi Watthana District, Bangkok2024-12-18T11:40:53+07:00Prakan Geerdmeesuklullalil_t@hotmail.co.thPetcharat Heeminkoolprakan.gerr@bkkthon.ac.th<p>The objectives of this study are 1. to explore general information and development project of Wat Purnawas, Thawi Watthana community<strong>,</strong>district, Bangkok ; 2. study the information of the elderly and their roles in participating in the community development project of Wat Purnawas, Thawi Watthana district, Bangkok; 3. study the role of the elderly’s participation in the area of social consciousness for the development of Wat Purnavas community, Thawi Watthana district, Bangkok; and 4. suggest and support the network in the area of social consciousness for the development of Wat Purnawas community, Thawi Watthana district, Bangkok. The research method was qualitative research with 12 informants using interviews, observation, and related documents.</p> <p>The result found that 1. The general context of the Purnavas Temple community has a population structure that is a traditional cultural community with occupational, economic, health, educational, public utility and cultural aspects leading to community development. 2. The participation of the elderly in community development activities found that the community committee was strong, communicated quickly, provided opportunities to express opinions together, had activities for the elderly, promoted careers, health, and community aspects, which affected community development participation. 3. The role of the elderly in terms of consciousness found that the community committee has clearly defined responsibilities and is democratic in cooperating to solve obstacles and problems with principles and reasons to increase the potential of the community. 4. Recommending and supporting networks in terms of civil society consciousness found that the participation of networks from the government, private sectors, and related agencies helps create alliances in the development of self-reliance, exchanging knowledge in changes in the economic, social, occupational, health, education, religion, and culture, etc.</p>2024-12-30T00:00:00+07:00Copyright (c) 2024 https://so01.tci-thaijo.org/index.php/bkkthon/article/view/276886Creative Leadership of School Administrators under the Bangkok Secondary Educational Service Area Office 12024-10-14T01:22:37+07:00Urai Lekwongmaneepunurai@bangmodwittaya.ac.th<p>This study aimed to 1. study the creative leadership of school administrators as perceived by teachers in schools under the Bangkok Secondary Education Service Area Office 1, and 2. compare the creative leadership of school administrators classified by gender, education level, work experience, and school size of questionnaire respondents. A sample of 354 teachers Randomly selected from 4,831 teachers using “Krejcie and Morgan's sample size table”. Then compare the population ratio according to the size of the educational institution. The research instrument was a questionnaire with a reliability of 0.84. The statistics used in the research were frequency, percentage, mean and standard deviation, t-test, and F-test.</p> <p>The research results found that 1. The creative leadership of school administrators as perceived by teachers in schools under the under the Bangkok Secondary Education Service Area Office 1 was overall at the high level. The aspect of creative leadership of school administrators ranked the highest was that of communication, followed by that of team learning while that of human relations was ranked the lowest. 2. Comparisons of the creative leadership level of school administrators according to perception of the questionnaire respondents Classified by gender, it was found that the overall level of creative leadership of school administrators was not significantly different. Classified by educational level, it was found that there was a statistical significant difference of 0.01 in 2 areas: negotiation. Human relations building and there is a statistical significant difference of 0.05 in 1 area, which is communication. Categorized according to work experience, it was found that there was a statistical significant difference of 0.01 in 2 areas, namely the negotiation side. Human relations building and there is a statistical significant difference of 0.05 in 1 area, which is innovation and technology. and classified according to the size of the educational institutions, it was found that there was a statistical significant difference of 0.01 in 1 area, namely innovation and technology.</p>2024-12-30T00:00:00+07:00Copyright (c) 2024 https://so01.tci-thaijo.org/index.php/bkkthon/article/view/277570The Regulation of the Sungha Supreme Council of Thailand on the Punishments for the Buddhist Monastic Discipline Infringements (Nikahakama): Appropriateness and Fairness Under the Conceptual Theories and Legal Practices2024-12-17T12:08:48+07:00Sombut Attapimonteerapornlertratt.p@gmail.com<p>This research has purposes for: (1) studying the process of Nikahakama punishments under the Regulation of the Sungha Supreme Council of Thailand No. 11 (B.E. 2521) on Nikahakama Punishments; (2) studying concepts and universal regulations on judicial procedures which leads to justice in the society; (3) studying problems and sources of problems of Nikahakama punishments pursuant to the Regulation of the Sungha Supreme Council of Thailand on Nikahakama punishments and; (4) proposing suggestion to improve the Regulation of the Sungha Supreme Council of Thailand on the Punishments for the Buddhist Monastic Discipline Infringements (Nikahakama) for appropriateness and fairness in accordance with legal theories and practices. This is qualitative research. The researcher has collected relevant documents, regulations of the Sungha Supreme Council of Thailand, law, regulations, conceptual theories and universal regulations on judicial procedures as well as information from the in-depth interview of 18 monks and ordinary persons.</p> <p>The result reveals as follows: (1) If a member of monk committee is unable to perform his duty, there should be an appointment of replacement. Nevertheless, if an incident occurs during a process of decision making, a superior to a head of a monk committee should be able to partake in a process of consideration and decision making of a case. (2) Monks should be encouraged to study law. Monk committees should be able to appoint legal consultants. (3) Parties should have a right to oppose members of monk committees. (4) Parties should also be eligible to appoint legal consultants. (5) An accused should have a right to be informed that he has a right to provide or not to provide any information to a monk committee. All the abovementioned recommendations will promote appropriateness and fairness in accordance with the legal conceptual theories and practices.</p>2024-12-30T00:00:00+07:00Copyright (c) 2024 https://so01.tci-thaijo.org/index.php/bkkthon/article/view/277737Strategies that influence operations in the fruit export business of Thailand2024-11-30T13:30:19+07:00Pongphon Wongwisitlys076498@gmail.comChatchawan Wongmasoelys076498@gmail.comChonlathorn Yaowapankullys076498@gmail.comFareeda Malys076498@gmail.com<p>The research aims to: 1. Study the strategic factors influencing the operation of Thai fruit export businesses; 2. Investigate the impact of strategic factors on the operation of Thai fruit export businesses. The independent variables include general information, employees and workers, management of the Thai fruit export business, and strategic factors such as manpower, budget, and employee training for service. The dependent variable is the business performance of the Thai fruit export industry. Data were collected through a questionnaire. The results of the overall model analysis, after the researcher adjusted the model, showed that the model was consistent with empirical data.</p> <p>The results showed that the strategies for manpower management and employee training for services have a statistically significant impact on the performance of Thai fruit export businesses. Manpower and employee training for services significantly influence the performance of Thai fruit export businesses. Budget allocation has a slight statistical impact on the performance of Thai fruit export businesses.</p>2024-12-30T00:00:00+07:00Copyright (c) 2024 https://so01.tci-thaijo.org/index.php/bkkthon/article/view/277339Marketing Communications Strategy of Bangkok Arts and Culture Centre2024-11-08T15:47:03+07:00Kanittha Larbnoknnickienick@gmail.comOngart Singlumpongongart.s@bu.ac.th<p>This research aims to (1) to study the marketing communication strategies of the Bangkok Art and Culture Centre. (2) To study the marketing communication process of the Bangkok Art and Culture Centre. (3) To study the tools and channels used in marketing communication of the Bangkok Art and Culture Centre. This research is a qualitative study, collecting data by interviewing executives and those involved in marketing communication of the Bangkok Art and Culture Centre. along with using various concepts as guidelines for analysis Including the study of internal information sources and related research.</p> <p>The results of the study found that the marketing communication methods of the Bangkok Art and Culture Centre consisted of 6 important processes: analyzing the overall business, defining target groups, defining objectives, selecting marketing tools, selecting news strategies, and evaluating performance. In terms of operations, it was found that the Bangkok Art and Culture Centre had an operation process that started from the budget to be able to operate according to the various steps. From the analysis results, the Bangkok Art and Culture Centre selected marketing communication tools for brand building, including public relations, organizing seminars and discussions, organizing special events, and providing news for public relations. The operations were carried out according to the strategic plan that was planned according to the objectives of marketing communication, and the results of the operations were measured by evaluation results and results from the number of views through various channels. The results were used to improve and develop the marketing communication process of the Bangkok Art and Culture Centre.</p>2024-12-30T00:00:00+07:00Copyright (c) 2024 https://so01.tci-thaijo.org/index.php/bkkthon/article/view/276122Experiment High resolution clay slips from local clay for the creation of Ceramic2024-12-18T13:58:15+07:00Pramet Klangmuenwaipramet.kla@bkkthon.ac.thSuchat Thaothongpramet.klaa@bkkthon.ac.th<p>This research aims to (1) analyze and experiment to adjust the properties of soil to be suitable for the production process of contemporary pottery using the high-resolution clay technique, (2) create pottery using the high-resolution clay technique, and (3) disseminate knowledge with a prototype concept for creating pottery using the high-resolution clay technique to artists and pottery entrepreneurs with the prototype concept.</p> <p>The experiment of the pottery technique in which the researcher experimented with the clay texture suitable for shaping and experimented with the decoration technique using the high-resolution clay technique by finding clay with different colors from at least 4 sources of soil to create pottery and the pottery decoration technique to disseminate knowledge to small-scale pottery entrepreneurs and artists who create pottery.</p> <p>The research results found that (1) the properties of the clay texture can create pottery using the high-resolution clay technique from the properties of low shrinkage, toughness at level 3-4, and the color of the clay that can be adjusted to obtain a color close to the original product of the sample group of artists and entrepreneurs. While the experiment of the high-resolution clay technique found that from the results of the experiment of the 4 sources of soil, it resulted in high-resolution clay at the nano level. Due to the fineness of the clay, it can be combined to form a thin glaze layer that has properties similar to pottery glaze. (2) The creation of the works obtained from the experimental results was based on inspiration and concepts, with colors from natural clay and the shiny surface of the clay. The experimental results to disseminate to artists and entrepreneurs who have different contexts for creating pottery works by linking the theory of social innovation. It was found that high-resolution clay is a pottery decoration technique that artists and entrepreneurs can actually use both creatively and commercially.</p>2024-12-30T00:00:00+07:00Copyright (c) 2024 https://so01.tci-thaijo.org/index.php/bkkthon/article/view/277279Facebook Media Exposure Behavior Affecting Housing Estate Purchase Decisions of Generation Y in Bangkok2024-11-04T22:32:39+07:00Wipawan Palanchaievewanjoy@gmail.comOngart Singlumpongongart.s@bu.ac.th<p>The purposes of this research were 1) Demographic factors affecting housing estate purchase decisions of Generation Y in Bangkok, 2) Facebook media exposure behavior of Generation Y in Bangkok, 3) Housing estate purchase decisions of Generation Y in Bangkok, 4) Facebook media exposure behavior affecting housing estate purchase decisions of Generation Y in Bangkok. Data was collected from a total sample of 172 respondents using an online questionnaire as a tool for data collection. The collected data was analyzed for statistical values according to the research objectives using the SPSS software package.</p> <p>The research results show that in terms of Facebook media consumption behavior, the top priority is the purpose of consuming Facebook media. The majority of the sample give importance to the purpose of consuming media according to their preferences and interests. And in terms of the decision to purchase a housing estate, the top priority is the perception of need. Among the sample group, the majority give importance to the perception of need, starting from searching for the desired information through the platforms of interest, and give varying degrees of importance.</p>2024-12-30T00:00:00+07:00Copyright (c) 2024