Journal of Faculty of Humanities and Social Sciences Thepsatri Rajabhat University

Model for Building Sustainable Economic Strength and Competitiveness of Tourism and Service Businesses in The New Normal Era in Secondary Cities, Ang Thong Province

Phawat Akkarapatkamchai — 2026-08-16

This research aims to: 1. analyze the factors promoting economic resilience and sustainable competitiveness; 2. derive lessons learned from best-practice models; and 3. develop a framework for enhancing economic strength and sustainable competitiveness within the "New Normal" tourism and service sectors of secondary cities, focusing on Ang Thong Province. The sample comprised 400 residents and tourists in Ang Thong Province, supplemented by 30 key informants. Research instruments included questionnaires, in-depth interviews, and focus group discussions. Data were analyzed using descriptive statistics—namely percentages, means, and standard deviations while qualitative data underwent content analysis.

The findings reveal that: 1. the factors driving the enhancement of tourism attractions are rated highly overall; when evaluated individually, all dimensions scored highly, ranked from highest to lowest as follows: systematic and sustainable socio-economic and quality-of-life management, tourist attraction management, tourist facility management, and lowest, transportation accessibility. 2. The three prototype communities selected for developing economic strength and sustainable competitiveness in the tourism and service sectors are the Bang Mae Mai Community (Suphan Buri Province), the Thai Boeng Khok Salung Community (Phatthana Nikhom District, Lop Buri Province), and the Ban Ko Koet Community (Bang Pa-in District, Phra Nakhon Si Ayutthaya Province). These prototypes were selected because their socio-historical contexts and resources align with those of the studied research area. 3. Developed through field research and focus group discussions, the model for strengthening the Bang Sadet community tourism business comprises five core components: 1) committee establishment, 2) itinerary routing, 3) visitor reception infrastructure, 4) experiential learning bases and tourism activities, and 5) homestay accommodations. Furthermore, 1-day and 2-day, 1-night tour programs were designed to elevate sustainable tourism management in modern secondary cities.

Analyzing the Influence of Online Communication and Online Marketing Factors on Consumers’ Purchase Decisions: Evidence from Organic Agricultural Products in Nong Suea District, Pathum Thani, Thailand

Benchawan Saringkhan — 2026-08-16

This study aimed to: 1. examine the online communication patterns of organic agricultural product brands developed by community-based farmer groups in Nong Suea District, Pathum Thani Province; 2. investigate online marketing factors; and 3. analyze the influence of online communication patterns and online marketing factors on consumers’ purchase decisions. A mixed-methods approach was employed. Qualitative data were collected from 10 organic farmers and sellers selected through purposive sampling, while quantitative data were collected from 400 consumers selected through convenience sampling. The research instruments consisted of a semi-structured interview protocol and a five-point rating-scale questionnaire. Qualitative data were analyzed using content analysis, whereas quantitative data were analyzed using frequency, percentage, mean, standard deviation, and multiple regression analysis.

The findings revealed that 1. the farmer groups primarily utilize social media platforms, such as Facebook and Line, as their main communication channels. Their strategy focuses on presenting information regarding product origins and production processes, fostering two-way interactions between buyers and sellers, and establishing credibility through authentic imagery and customer reviews. 2. Regarding online marketing factors, the overall rating was at a high level, with the product dimension yielding the highest mean score, followed by distribution channels, promotion, and price, respectively. 3. The regression analysis indicated that both online communication patterns and online marketing factors exert a statistically significant positive influence on consumers’ purchase decisions, with online communication patterns exerting the greatest impact. These results demonstrate that effective communication and trust-building play a pivotal role in driving consumer purchasing decisions for organic agricultural products.

Visual Characteristics of Brocade Patterns of the Dai People in Dehong, China

Li Jing — 2026-08-16

Brocade is an ancient hand-woven craft practiced by Chinese ethnic minorities. Among these, Dai brocade stands out due to its long history, rich culture, and unique artistic characteristics. Previous research has primarily focused on Dai brocade from the Xishuangbanna region. However, the Dehong area is also a key birthplace of Dai brocade in China, known for its distinctive patterns and visual qualities. This study employs field research methods. The researchers conducted surveys in Mang City, Ruili City, and Longchuan County within Dehong Prefecture. Additionally, a thorough review of existing literature and museum collections was performed. This study classifies the patterns of Dai brocade in Dehong Prefecture by subject matter Subsequently, their composition and structural framework were analyzed using Chen Zhifo’s pattern theory. Through pattern cropping and comparison, this study identified 75 distinct patterns.

Key findings reveal five thematic categories in Dehong Dai brocade. Pattern compositions fall into two forms: separate patterns and continuous patterns. Specifically, the separate patterns include Hua patterns, suitable style and outline style. The structural framework exhibits regular and balanced forms. Continuous patterns exclusively follow a dispersed configuration style. The rules for the configuration of the two-way continuous pattern are scattered style. Overall, these patterns reflect both the Dai people’s aesthetic preferences for order, symmetry, and stability, and their cultural values, religious beliefs, and relationship with nature. This research contributes to documenting intangible cultural heritage, enabling contemporary design applications, and supporting the commercial development potential of traditional crafts.

Characteristics of School Administrators according to The Operational Standards of OBEC Moral School Project Under The Saraburi Primary Educational Service Area Office 2

Wassana Ratnok — 2026-08-16

The objectives of this research were to: 1. examine the characteristics of school administrators according to the operational standards of the Office of the Basic Education Commission (OBEC) Moral School Project under the Saraburi Primary Educational Service Area Office 2; and 2. compare these administrators characteristics based on gender, institutional position, and work experience. The sample comprised 323 school administrators and teachers under the Saraburi Primary Educational Service Area Office 2 during the 2024 fiscal year, selected via stratified random sampling based on school size. The research instrument was a questionnaire yielding a reliability coefficient of 0.981. Quantitative data were analyzed using descriptive statistics—specifically percentages, means, and standard deviations—as well as inferential statistics, including the independent samples $t$-test and one-way analysis of variance (ANOVA).

The findings revealed that: 1. the overall characteristics of school administrators relative to the operational standards of the OBEC Moral School Project were at the highest level; and 2. when compared by gender and work experience, no statistically significant differences were observed in overall administrator characteristics. However, when analyzed by institutional position, statistically significant differences were found at the .05 significance level.

Stakeholders' Needs Regarding Learning Outcomes Based on Graduate Qualification Standards and Learning Approaches of The Master of Education Program in Educational Evaluation and Research, Ramkhamhaeng University

Chuthaphon Masantiah — 2026-08-16

This study aimed to 1. investigate and prioritize stakeholders’ needs regarding graduate-level learning outcomes and identify preferred learning approaches in the Master of Education Program in Educational Evaluation and Research at Ramkhamhaeng University, and 2. design the expected program learning outcomes (PLOs) for the revised curriculum. The target group comprised 74 stakeholders, consisting of 32 internal and 42 external individuals. The research instruments included a dual-response needs assessment questionnaire and open-ended questions, which yielded an Index of Item-Objective Congruence (IOC) ranging from 0.67 to 1.00 and a reliability coefficient of 0.87. Data were analyzed and prioritized using the Modified Priority Needs Index (PNI_Modified). For the second phase, the key informants were eight curriculum development committee members. The research instrument was a focus group discussion guide, for which all items yielded an IOC value of 1.00. Qualitative data were analyzed using content analysis.

The findings revealed that: 1. stakeholders' priority needs regarding the program's graduate qualification standards were classified into four domains: knowledge, skills, ethics, and personal characteristics. The highest modified priority needs index was located within the skills domain, specifically regarding the design and selection of research and evaluation tools to obtain accurate results aligned with research problems (PNI_Modified= 0.26). In terms of learning approaches, six approaches were reported by at least 50% of the informants: research-based learning (75.00%), experiential learning (75.00%), case-based learning (62.50%), active learning (50.00%), self-reflection (50.00%), and the integration of teaching and learning with external organizations (50.00%). 2. The expected PLOs of the Master of Education Program in Educational Evaluation and Research (Revised Curriculum B.E. 2570), derived from the focus group discussions, comprised five PLOs that were considered to cover the graduate qualification standards aligned with stakeholder demands.

Academic Leadership of School Administrators Affecting School Internal Quality Assurance under Special Education Bureau Group 8

Suwisa Salairat — 2026-08-16

This independent study aimed to: 1. examine the academic leadership of school administrators; 2. evaluate internal quality assurance; and 3. analyze the academic leadership factors of school administrators that influence internal quality assurance. The sample comprised 165 civil servant teachers from five Special Education Centers under the Special Education Bureau, Group 8, during the 2024 academic year, selected via stratified and simple random sampling methods. The data collection instrument was a 40-item, five-point Likert scale questionnaire with an overall reliability coefficient of 0.980. Data were analyzed using percentages, means, standard deviations, and stepwise multiple regression analysis.

The findings revealed that: 1. the overall academic leadership of school administrators at the Special Education Centers under the Special Education Bureau, Group 8, was at a high level; 2. the overall internal quality assurance of the Special Education Centers was at the highest level; and 3. the academic leadership of school administrators significantly influenced internal quality assurance through three key predictors: promoting a learning climate and culture (X₃), fostering teacher professional development (X₄), and defining the vision, mission, and goals of the institution (X₁). The predictive equation was presented as follows:

Raw score equation was:

= 1.306 + .378 (X₃) + .295 (X₄) + .168 (X₁)

Standard score equation was:

= .462 (X₃) + .226 (X₄) + .207 (X₁)

Effects of Using the 4E x 2 Instructional Model on Social Studies Knowledge, Abilities, and Attitude Toward Social Studies of Grade Ten Students

Kridtee Aopoom — 2026-08-16

The purposes of this research were to: 1. compare the Social Studies knowledge application abilities of grade ten students before and after using the 4E x 2 instructional model, 2. Compare the Social Studies knowledge abilities of grade ten students after using the 4E x 2 Instructional model with the 70% criterion, and 3. Compare the attitude towards Social Studies of grade ten students before and after using 4E x 2 Instructional model. The sample group in this research consisted of 1 class from grade ten students at Prommanusorn Phetchaburi School during the first semester of the 2025 academic year. The sample was selected using cluster random sampling. The research instruments were three-unit lesson plans based on the 4E x 2 instructional model. The data collection instruments were an assessment of using social studies knowledge abilities and an assessment of attitudes towards Social Studies. The data were analyzed using mean, standard deviation, and a dependent samples t-test.

The research findings were as follows: 1. The abilities for using social studies knowledge of grade ten students after learning management by using the 4E x 2 instructional model were higher than before at 0.05 level of significance. 2. The social studies knowledge application ability of grade ten students after using the 4E x 2 instructional model was higher than the 70 percent criterion at the .05 level of significance. 3. The attitude towards Social Studies of grade ten students after using the 4E x 2 Instructional model was higher than before at 0.05 level of significance.

Construction of A Mathematical Collaborative Problem - Solving Assessment for Upper Secondary School Students

Natcha Nantavichit — 2026-08-16

The objectives of this research were to: 1. develop a mathematical collaborative problem-solving assessment for upper secondary school students; 2. evaluate the mathematical collaborative problem-solving of the students under study; and 3. compare the mathematical collaborative problem-solving of the students under study with different backgrounds. The sample population consisted of 650 upper secondary school students under the Secondary Educational Service Area Office, Bangkok 2. The research instrument was a mathematical collaborative problem-solving assessment for upper secondary school students. The statistics used in data analysis were frequency, percentage, mean, and standard deviation. The techniques of t test and one-way analysis of variance (ANOVA) were also employed.

The constructed four-rating scale mathematical collaborative problem-solving assessment for the students under study of twenty-four items consisted of six components. The quality assessment of the mathematical collaborative problem-solving assessment of the students under study was found to exhibit content validity ranging from 0.67 to 1.00, the reliability of the whole assessment at 0.958, and the correlation coefficient between the questions and the total scores ranging from 0.543 to 0.769. The mathematical collaborative problem-solving assessment of the students under study found that the students performed or demonstrated the mathematical collaborative problem-solving assessment behaviors overall in a regular manner ( = 2.28, S.D. = 0.532). The comparison of the mathematical collaborative problem-solving of the students with different backgrounds found that the students who differed in gender exhibited the differences in mathematical collaborative problem-solving behaviors at the statistically significant level of .05 (t = 2.15). The upper secondary school students studying in the science-mathematics learning plan exhibited differences in the mean score in the mathematical collaborative problem-solving with those students in English-mathematics learning plan at the statistically significant level of .05 (F = 5.12).

The Construction of a Five - Tier Diagnostic Test for Detecting Chemistry Misconceptions on Ionic Bond for Matthayom Sueksa Four Students

Chitisan Witchakorntaweerat — 2026-08-16

This research aimed to: 1. construct and validate a five-tier multiple-choice diagnostic test for identifying chemistry misconceptions regarding ionic bonding among tenth-grade students; and 2. diagnose the specific misconceptions held by tenth-grade students in learning ionic bonding. The sample comprised 395 tenth-grade students during the 2024 academic year from schools under the Secondary Educational Service Area Office Bangkok 1, selected via cluster random sampling. The psychometric quality of the diagnostic instrument was evaluated based on content validity, reliability, item difficulty, and discriminatory power. Data were analyzed using frequencies and percentages.

The research findings revealed that: 1. the developed diagnostic instrument is a 10-item, four-option multiple-choice test structured across five distinct tiers: Tier 1 (answer), Tier 2 (confidence in the answer), Tier 3 (reason for the answer), Tier 4 (confidence in the reason), and Tier 5 (sources of the answer and reason). The test covers 10 primary indicators, demonstrating an Index of Item-Objective Congruence (IOC) ranging from 0.80 to 1.00 and an overall test reliability coefficient of 0.872. Regarding item statistics, Tier 1 exhibited a difficulty index of 0.35 – 0.63 and a discriminatory power of 0.21 – 0.51, while Tier 3 exhibited a difficulty index of 0.39 – 0.74 and a discriminatory power of 0.27 – 0.62. 2. The diagnostic results categorized the students into three groups: complete conception, complete misconception, and partial misconception. Within the partial misconception group, seven distinct conceptual patterns were identified. Analysis of the fifth tier indicated that across all groups, the primary sources for the students' chosen answers and reasons were personal opinions.

The Construction of Measurement Scale on Self-Regulated Learning in Science for Mathayomsuksa 4 Students: Applying Polytomous Item Response Theory

Varaporn Palasak — 2026-08-16

This research aimed to: 1. construct and validate the quality of measurement scale on self - regulated learning in science for Mathayomsuksa 4 students by applying polytomous item response theory; and 2. determine a cutting scores method for self-regulated learning in science for Mathayomsuksa 4 students. This research is quantitative. The sample consisted of 643 Mathayomsuksa 4 students from medium-sized to larger schools in the Secondary Education Service Area Office Bangkok 1 in the 2025 academic year, selected using cluster sampling. The statistics used for the study included basic statistical analysis and analyze the quality using a graded–response model (GRM).

The results showed that: 1. the measurement scale on self-regulated learning in science for Mathayomsuksa 4 students included 51 items in a 4-point rating scale, covering 7 areas of self-regulation in science learning. The measurement scale had content validity ranging from 0.67 to 1.00, an overall reliability of 0.97, and Item-rest correlation ranging from 0.49 to 0.70. The analysis of the Graded–Response Model revealed that the item discrimination parameter (a) ranged from 1.23 to 2.38, and the threshold parameters (_i) were ₁ from -3.16 to -1.45, ₂from -1.23 to -0.18, and ₃ from 0.27 to 1.71. The information function of the measurement instrument is highest at the low ability level () ( = -0.40). When considering the item discrimination parameter () and the threshold parameter (_i), it was found that one item did not pass the criteria. The total of fifty questions passed the criteria to be used to determine the cut-off score with the same content validity, and 2. the cutting scores of the 50-item measurement scale showed that the first threshold point had a value of -1.65 on the scale, equal to 33.43; the second threshold point had a value of -0.48 on the scale, equal to 45.19; and the third threshold point had a value of 0.56 on the scale, equal to 55.60.

Integrating The King's Science in Educational Institutions Using Project - Based Learning to Develop Learning Achievement

Saisunee Potoon — 2026-08-16

This research aims to: 1. examine the learning achievement of students by integrating the King’s Science in educational institutions using project-based learning; 2. study the problem-solving ability of students by integrating the King’s Science in educational institutions using project-based learning., and 3. investigate students' reflection on learning by integrating the King’s Science in educational institutions using project-based learning. The sample group consisted of 31 students in the Computer Education who registered for the course "King’s Science for Local Development" in the second semester of the academic year 2024. The tools used in the research include: 1) Learning achievement test it is a 30-question, 4-choice multiple choice test, 2) Problem-solving ability assessment form it is a 5-point Likert scale assessment with 20 questions, and 3) Learning Reflection Questionnaire it is a 5-point Likert scale questionnaire with 15 questions. Statistics used in the research include: Mean (), standard deviation (S.D.), and statistical values (Dependent samples t-test).

The research results found that: 1. The learning achievement after studying with the integration of the King’s Science in educational institutions using project-based learning was significantly higher than before studying at a statistical level of 0.05., 2. The results of the evaluation of students' problem - solving ability by integrating the King's Science in educational institutions using project-based learning are at the highest level ( = 4.58), and 3. The results of students' reflect on learning on the integration of the King's Science in educational institutions using project-based learning are at a high level ( = 4.30).

Using Wayground (AI - Powered Quiz Application) to Enhance English Vocabulary Learning among Learners in the Digital Age

Sasilak Rodphotong — 2026-08-16

This study aimed to 1. compare learners’ English vocabulary achievement before and after using Wayground (AI - Powered Quiz Application), and 2. examine learners’ satisfaction toward using Wayground for vocabulary learning. The participants consisted of 80 digital-age learners who voluntarily enrolled in an online English training program via Zoom and engaged in vocabulary learning activities through Wayground. The research instruments included 1) a 40-item English vocabulary achievement test, 2) eight vocabulary learning quiz sets delivered via Wayground, and 3) a 12-item satisfaction questionnaire. Data were analyzed using mean, standard deviation, and Paired-Sample t-test.

The results revealed that 1. learners’ post-test scores ( = 20.65, S.D. = 3.15) were significantly higher than their pre-test scores ( = 15.27, S.D. = 3.42) at the .01 level (t = -8.73, p < .01). 2. Furthermore, learners reported a high level of satisfaction after using Wayground for vocabulary learning ( = 4.32, S.D. = 0.48).

The Development of Learning Achievement and Student Satisfaction through Language and Culture Integration Activities Using Chinese Dialogues to Introduce Local Tourist Attractions

Sutinee Wongwattananukun — 2026-08-16

The objectives of this study were to: 1 compare students’ learning achievement before and after participating in integrated language and culture activities through the creation of Chinese dialogues introducing local tourist attractions in CHI 2105313 Chinese for Tourism, and 2. investigate students’ satisfaction with the activities. The participants were 20 undergraduate students majoring in Chinese at the Faculty of Humanities and Social Sciences, Thepsatri Rajabhat University, who enrolled in CHI 2105313 during the second semester of the 2024 academic year. The research instruments consisted of ten lesson plans, three hours each, totaling 30 hours; a 30-item multiple-choice achievement test; and a 25-item satisfaction questionnaire using a five-point rating scale. Data were analyzed using mean, standard deviation, and a paired-samples t-test.

The results showed that the students’ posttest scores ( = 20.55, S.D. = 0.67) were significantly higher than their pretest scores ( = 17.50, S.D. = 0.55), t(19) = -14.00, p < .001. In addition, the students’ overall satisfaction with the integrated language and culture activities was at the highest level ( = 4.52, S.D. = 0.52).

Application of The 4MAT Learning Technique Integrated with Project - Based Learning to Enhance Academic Achievement in Thai History Among Grade 9 Students

Panadda Panichayapan — 2026-08-16

This research aimed to: 1. compare the learning achievement of Grade 9 students before and after learning through the integration of the 4MAT learning approach and Project-Based Learning in the unit “Historical Development of Thailand during the Era of Reform and Modernization”; and 2. examine students’ satisfaction with the learning activities. The sample consisted of 30 Grade 9 students from Class 3/2 at Khok Samrong Witthaya School, Lopburi Province, selected through cluster random sampling using the classroom as the sampling unit. The research instruments consisted of: 1) 17 lesson plans integrating 4MAT and Project-Based Learning; 2) a 30-item, four-option multiple-choice achievement test with a reliability coefficient of .89; and 3) a 15-item, five-point rating-scale satisfaction questionnaire with a reliability coefficient of .92. Data were analyzed using mean, standard deviation, and a paired-samples t test.

The results showed that: 1. the students' posttest achievement scores ( = 22.37, S.D. = 3.12) were significantly higher than their pretest scores ( = 14.27, S.D. = 3.48), t(29) = 10.96, p < .001; and 2. the students' overall satisfaction was at a high level ( = 4.49, S.D. = 0.36).

The Effects of KWL – Plus Combined with Snakes and Ladders Game - Based Learning on Learning Achievement in Buddhist Proverbs and Learning Satisfaction of Grade 8 Students at Debsirin Phukhae School

Suntorn Onrit — 2026-08-16

The objectives of this study were to 1. compare Grade 8 students’ learning achievement in Buddhist proverbs before and after learning through the KWL - Plus technique integrated with a Snakes-and-Ladders game and 2. examine students’ satisfaction with the learning activities. The participants were 36 Grade 8 students from Class 2/6 at Debsirin Phukhae School, Saraburi Province, selected through purposive sampling. The research instruments consisted of 15 integrated lesson plans, a 30-item multiple-choice achievement test, and a 15-item five-point rating-scale satisfaction questionnaire. Data were analyzed using the mean, standard deviation, and a paired-samples t test.

The results showed that the students’ posttest achievement score was significantly higher than their pretest score, t(35) = 15.47, p < .001. Overall satisfaction with the learning activities was at a high level ( = 4.47, SD = 0.48). The highest-rated item indicated that the learning activities promoted greater enthusiasm for learning ( = 4.60, SD = 0.49).

Developing Grade 4 Students' English Vocabulary Pronunciation Ability Using the Oxford Advanced Learner's Dictionary Online Dictionary and the Peer-Assisted Learning Technique

Wipasiri Jaengsaengthong — 2026-08-16

This study aimed to compare the English vocabulary pronunciation ability of fourth-grade students before and after learning through the online Oxford Advanced Learner’s Dictionary integrated with the peer-assisted learning technique. A pre-experimental, one-group pretest-posttest design was employed. The target group comprised 31 fourth-grade students (Room 4/8) at Anuban Sing Buri School during the second semester of the 2024 academic year, selected via purposive sampling as an intact classroom. Consequently, the findings describe within-group changes rather than attempting statistical generalization to the entire population. The research instruments included: 1) 15 lesson plans on the topic "City and Space" utilizing the Oxford Advanced Learner’s Dictionary website combined with the peer-assisted learning technique; 2) a 10-word English vocabulary pronunciation test; and 3) a scoring rubric for assessing English vocabulary pronunciation. The Oxford Advanced Learner’s Dictionary website served as the primary instructional medium. Data were analyzed using means, standard deviations, a paired-samples t-test, and effect size.

The findings revealed that the students’ mean score for English vocabulary pronunciation after the intervention (M = 8.13, SD = 1.03) was significantly higher than the pretest mean score (M = 5.16, SD = 1.35), t(30) = 12.03, p < .001. The mean difference was 2.97 points, with a Cohen’s dz effect size of 2.16.

Political Communication Through Campaign Rally Platforms: A Case Study of The 2026 Thai General Election

Punyiga Kajitrabin — 2026-08-16

This article aims to: 1. analyze the political communication strategies through campaign rallies of the major political parties in the 2026 general election; 2. examine the construction of political image and identity through rally discourse; and 3. compare the strategic differences among four political parties, namely the People’s Party, Bhumjaithai Party, Pheu Thai Party, and Democrat Party, amidst the intense political context and information competition in the digital era. The research employed a qualitative research methodology, applying Critical Discourse Analysis (CDA) based on Fairclough’s conceptual framework to examine the relationships among text, discursive practice, and social context. This was integrated with Lasswell’s communication paradigm and political marketing concepts to systematically categorize the communication behavior from senders to receivers. The primary data consisted of video recordings of the major campaign rallies held by the four political parties on February 6, 2026, which were disseminated through publicly accessible online channels of news organizations and digital media.

The results revealed that campaign rallies in the 2026 general election served as important arenas for framing and contesting political meanings. Each party exhibited distinct strategies in constructing its political image and identity. Specifically, the People’s Party emphasized the discourse of change and structural reform. The Bhumjaithai Party focused on professionalism, expertise, and risk management. The Pheu Thai Party combined a vision of science and technology with the revival of political memories and the identity of its established mass base. Meanwhile, the Democrat Party emphasized integrity, credibility, and its political positioning as a safe alternative.