Journal of Liberal Arts RMUTT

EXPERIENCE MARKRTING

Wilasinee Chanchaemyai — Wed, 31 Dec 2025 00:00:00 +0700

หนังสือ EXPERIENCE MARKETING ซื้อใจลูกค้าได้อยู่หมัด ด้วยการตลาดสร้างประสบการณ์ โดยคุณณัฐพัชญ์ เหรียญทอง เป็นผลงานที่จัดพิมพ์โดยสํานักพิมพ์อมรินทร์ นําเสนอแนวคิดการตลาดเชิงประสบการณ์อย่างครบถ้วน โดยแบ่งเนื้อหาออกเป็น 4 ส่วนหลัก ส่วนแรกของหนังสือปูพื้นฐานความเข้าใจและความสำคัญของการตลาดเชิงประสบการณ์ผ่านสองบทแรก ช่วยให้ผู้อ่านเข้าใจว่าทำไมการสร้างประสบการณ์ที่ดีให้กับลูกค้าจึงมีความสำคัญในโลกธุรกิจปัจจุบัน ส่วนที่สองเจาะลึกลงไปในการทำความเข้าใจประสบการณ์ของลูกค้า ครอบคลุมเนื้อหาตั้งแต่บทที่ 3 ถึงบทที่ 6 ช่วยให้ผู้อ่านเข้าใจพฤติกรรม ความต้องการ และความคาดหวังของลูกค้าได้อย่างลึกซึ้ง ส่วนที่สามเน้นการนำความรู้ไปประยุกต์ใช้จริง โดยนำเสนอแนวทางการออกแบบและการปฏิบัติผ่านบทที่ 7 ถึง 9 ให้ผู้อ่านสามารถวางแผนและดำเนินการสร้างประสบการณ์ที่ดีให้กับลูกค้าได้อย่างเป็นรูปธรรม ส่วนสุดท้ายในบทที่ 10 มองไปข้างหน้าสู่อนาคตของการตลาดเชิงประสบการณ์ ช่วยให้ผู้อ่านเตรียมพร้อมรับมือกับการเปลี่ยนแปลงที่จะเกิดขึ้น

Fostering Happiness and Enhancing Quality of Life through Balanced and Appropriate Community Participation: A Case Study of Klong Nam Sai Subdistrict, Aranyaprathet District, Sa Kaeo Province

Napaporn Singnual, Patcharaporn Jantarakast — Tue, 30 Dec 2025 00:00:00 +0700

The purposes of this research were 1) to examine the current conditions and potential of Klong Nam Sai Subdistrict, Aranyaprathet District, Sa Kaeo Province, and 2) to promote community happiness and enhance the quality of life in a balanced and appropriate manner. The study involved 25 participants from Klong Nam Sai Subdistrict, utilizing Participatory Action Research (PAR) to foster community participation throughout the research process. The findings revealed that Klong Nam Sai Subdistrict is located along the border of the Kingdom of Cambodia and is administratively divided into 12 villages. The area features sloping land and foothill plains with fertile clay and sandy loam soil. The subdistrict has abundant water resources and is suitable for integrated agriculture, including crop farming and fruit orchards. Its border location also facilitates ongoing cross-border trade. A SWOT analysis indicated that the community possesses four key areas of potential: 1) geographic and environmental resources, 2) community management capacity, 3) community activities and processes, and 4) levels of community participation. The initiatives aimed to promote happiness and enhance quality of life by organizing activities that improved living conditions and increased community income. These included the development of environmentally friendly, textile-based products that represent the community’s cultural uniqueness. The implementation generated tangible outputs, outcomes, and impacts across three dimensions: economic, social, and environmental.

Good Governance Principles in the Performance of Duties by Community Leaders of the 1st Engineer Battalion Bang Khen District, Bangkok

Tue, 30 Dec 2025 00:00:00 +0700

The objectives of this research were: (1) to study the application of good governance principles in the performance of duties by community leaders of the 1st Engineer Battalion, and (2) to compare soldiers’ opinions regarding the performance of these duties. The sample consisted of 239 soldiers, including both non-commissioned and commissioned officers, selected through random sampling. Data were collected using a questionnaire, and statistical methods employed included percentage, mean, standard deviation, t-test, one-way analysis of variance, and the LSD method for paired differences. The findings revealed that soldiers, both non-commissioned and commissioned officers, expressed opinions at a high level regarding the application of good governance principles in the performance of duties by community leaders, both overall and across individual aspects. Transparency was rated highest, followed by responsibility, while the rule of law and participation received the lowest mean scores, though still at a high level. When comparing opinions classified by age, length of service, education level, and marital status, results indicated significant differences in opinions between non-commissioned and commissioned officers according to position level, at the 0.05 statistical significance level. However, when classified by position and size of residence, no statistically significant differences were found in soldiers’ opinions regarding the application of good governance principles in the performance of duties by community leaders of the 1st Engineer Battalion. These results highlight the importance of transparency and responsibility as key aspects of good governance in military community leadership, while also indicating areas such as participation and adherence to the rule of law that require further attention to strengthen governance practices.

Relationship between Servant Leadership, Good Governance, and Organizational Effectiveness of Bangna District Office

Piyawan Wongsripheng, Chairat Wongkitrungruang — Tue, 30 Dec 2025 00:00:00 +0700

This article aimed to 1) examine personal characteristics, servant leadership, good governance, and organizational effectiveness of the Bangna District Office; 2) compare organizational effectiveness categorized by personal characteristics; and 3) analyze the relationship between servant leadership, good governance, and organizational effectiveness of the Bangna District Office. This study employed a quantitative research methodology, with a sample group consisting of 236 personnel from the Bangna District Office. The research instrument was a questionnaire. The data were analyzed using percentage, mean, standard deviation, t-test, and One-way ANOVA for comparing variable differences. In addition, Least Significant Difference (LSD) was employed for post-hoc comparison, and Pearson’s Product Moment Correlation Coefficient was used to analyze the relationships, with statistical significance set at .05. The results revealed that sample overall levels of servant leadership, good governance, and organizational effectiveness were at a high level. Hypothesis testing showed that sample with different genders (P = 0.001) had statistically significant differences in organizational effectiveness at the .05 significance level. However, respondents with different ages (P = 0.145), educational levels (P = 0.680), job positions (P = 0.502), and work experiences (P = 0.449) did not have statistically significant differences in organizational effectiveness. Furthermore, correlation analysis revealed that servant leadership was positively correlated with organizational effectiveness (r = 0.240) and good governance was positively correlated with organizational effectiveness (r = 0.337) at the .05 significance level.

The Relationship between Professional Responsibility and Job Quality of Financial Personnel at Rajamangala University of Technology Thanyaburi

Nujanad Kantamas, Saifon Bucha — Tue, 30 Dec 2025 00:00:00 +0700

This research aimed to study: 1) professional responsibility of financial personnel of Rajamangala University of Technology Thanyaburi, 2) work quality of financial personnel of Rajamangala University of Technology Thanyaburi, and 3) relation between professional responsibility and work quality of financial personnel of Rajamangala University of Technology Thanyaburi. The samples of this research included 50 financial personnel of Rajamangala University of Technology Thanyaburi, collected from 4 different departments. The data were collected using questionnaires. Percentage, mean, and standard deviation were used to analyze the data. Hypothesis tests were conducted using Pearson’s correlation coefficient. The research results revealed that: 1) overall financial personnel’s responsibility was at the highest level. The 3 highest elements included duty awareness, followed by meticulousness, and result acceptance. 2) Overall work quality of financial personnel was at a high level with the 3 highest elements including work standard, trustworthy, and being good colleague, respectively. 3) Hypothesis tests revealed the relation between professional responsibility and work quality of financial personnel of Rajamangala University of Technology Thanyaburi. The results were according to the hypothesis with statistically significance level of 0.05.

Developing an Integrated Hotel Management Model: Faculty Perspectives on Feasibility and Challenges

Tue, 30 Dec 2025 00:00:00 +0700

This research aimed to develop an educational management model and evaluate faculty members' perspectives on the integration of Hotel Competencies, Cooperative and Work-Integrated Education (CWIE), and Outcome-Based Education (OBE). A mixed-methods research design was employed, combining a survey of 384 faculty members with qualitative content analysis. Quantitative results revealed that the alignment of the three concepts had a statistically significant positive effect on the feasibility of the proposed educational management model (p < 0.001), accounting for 81.4% of its overall effectiveness (R² = 0.814). The developed model demonstrated a "very high" level of implementation feasibility across all dimensions: input, process, output, and outcome. Notably, the process dimension, particularly the co-design of curricula with industry partners and mentorship mechanisms, received a particularly high mean score (4.55). Qualitative findings indicated that the most critical success factor was the development of students' skills and competencies, especially in ethics, morals, and language proficiency. The main challenge was establishing and sustaining long-term partnerships with industry stakeholders (29.20%), followed by designing curricula that adequately responds to industry demands (23.30%). The study culminated in the synthesis of a new conceptual framework: “The Dynamic Synergy Model for Modern Hotelier Competencies.” This model posits that a foundational belief in the philosophy underpinning the synergistic integration of OBE, CWIE, and Hotel Competencies serves as the primary driver influencing acceptance and feasibility of the integrated hotel education model. This belief fuels two key operational pillars—Deep Industry Partnership and Responsive Curriculum—aimed at producing Work-Ready Graduates. The success of these graduates subsequently reinforces the underlying belief, creating a continuous cycle of dynamic educational development.

The Study and Development of Prototype Products from the Cultural Identity of Cowhide Carving Wisdom, Klong Kai Thuen Sub-district, Klong Had District, Sa Kaeo Province

Sunisa Chanlekha, jamjun wannarak, Thititana Trisit — Tue, 30 Dec 2025 00:00:00 +0700

This research aimed to (1) study and analyze the knowledge and identity of cowhide carving wisdom in Khlong Kai Thuean Subdistrict, Khlong Hat District, Sa Kaeo Province, (2) examine consumers’ opinions and needs regarding lifestyle products made from cowhide carving, and (3) develop prototype products through participatory processes involving the community and experts. A qualitative participatory research approach was employed, with data collected through in-depth interviews, focus group discussions, and brainstorming sessions. Key informants included local wisdom teachers, cowhide carving artisans, community leaders, community members, and target consumers. All data were transcribed verbatim and analyzed using content analysis to identify key themes aligned with the research objectives. The findings indicated that cowhide carving wisdom in Khlong Kai Thuean originates from the shadow puppet art of Phatthalung Province but has been adapted to fit the socio-cultural context of Eastern Thailand in terms of motifs, techniques, and knowledge transmission. The identity of this craftsmanship reflects the blend of Sa Kaeo’s cultural heritage, particularly the Kala face and human-face motifs from Sdok Kok Thom Castle, as well as the butterfly motif from Pang Sida National Park, thereby creating a distinctive contemporary identity rooted in cultural values. Consumers showed interest in products that embody local identity and expressed preferences for practical items suitable as souvenirs, such as fans, keychains, lamps, and home décor. Through participatory collaboration among the community and experts, three prototype products—fans, lamps, and souvenirs—were successfully developed. These prototypes demonstrate both cultural authenticity and commercial potential.

Guidelines for Career Development among the Elderly in the Area of Thangam Subdistrict Administrative Organization, In Buri District, Sing Buri Province

Orawan Siri, Chairat Wongkitrungruang — Tue, 30 Dec 2025 00:00:00 +0700

This research aimed to: 1) study the context, problems, and local resources related to career

development 2) explore the work situations of the elderly from the past to the present; 3) investigate the participatory processes contributing to career development and employment among the elderly and 4) study the problems and potential approaches for career development among the elderly in the area of Thangam Subdistrict Administrative Organization, In Buri District, Sing Buri Province. This qualitative research employed semi-structured interviews as the primary research instrument. The key informants were divided into two groups: government officials involved in career development and the elderly in the area, both employed and unemployed—a total of 14 participants. The data were analyzed using descriptive analysis. The findings revealed that 1) Thangam Subdistrict is a rural, lowland community suitable for agriculture. Elderly residents continue to engage in low-intensity work that aligns with their physical capabilities, often drawing on local wisdom. They also receive support through activity centers, elderly schools, and state-run vocational development programs. 2) The elderly in Thangam Subdistrict still play an economic role by engaging in occupations suitable for their physical condition. Although some have supplementary income, many remain dependent on pensions and their children, and they face challenges related to health, access to new skills, and digital market participation. 3) The participatory process in career development involves collaboration among the government, community, and the elderly, emphasizing participation at every stage. This inclusive process fosters a sense of value and ownership among elderly participants. 4) Career development strategies should focus on training programs suited to the elderly’s abilities, utilizing local resources, linking to digital markets, creating product branding, providing financial and equipment support, and encouraging the formation of community enterprises for long-term stability and sustainability.

Marketing Mix Factors and Online Household Products Purchases in Sukhothai Province

Jenjira Rattana, Chitralada Trisakhon — Tue, 30 Dec 2025 00:00:00 +0700

This research aims to: 1) study the level of online purchasing decision for household products among consumers in Sukhothai Province, 2) compare personal factors affecting the decision to purchase household products through online channels among consumers in Sukhothai Province, and 3) examine the marketing mix factors influencing the purchase of household products through online channels among consumers in Sukhothai Province. The sample for this study consisted of 400 consumers who purchase household products online in Sukhothai Province. Data were collected using questionnaires through simple random sampling. The analysis included frequency, percentage, mean, and standard deviation, while hypothesis testing was conducted using t-tests, one-way analysis of variance (ANOVA), and multiple regression analysis. The findings revealed that: 1) the overall decision-making to purchase household products through online channels among consumers in Sukhothai Province was at the highest level (𝑥̄ = 4.22, SD = 0.38), with the highest-rated factor being "staff's immediate attention to customer service and after-sales service" (𝑥̄ = 4.37, SD = 0.62), followed by "products regularly and consistently used" (𝑥̄ = 4.24, SD = 0.61), 2) differences in personal factors, including gender, age, marital status, education level, occupation, average monthly income, expenditure on products, product types, purchasing frequency, and purchasing objectives, did not significantly affect consumers' decisions to purchase household products through online channels in Sukhothai Province at the 0.05 significance level, and 3) five marketing mix factors, including product, price, promotion, people, and process, had a statistically significant influence on consumers' online purchasing decisions at the 0.05 significance level, with a predictive power of 80.0%, while distribution channels and physical evidence factors did not significantly affect purchasing decisions.

Developing of Creative Buddhist Tourism in Thang Phra Subdistrict, Pho Thong District, Ang Thong Province

Atchira Tiwasing, Worrapot Treesuk, Tabanporn Yipsumpoomipijit — Tue, 30 Dec 2025 00:00:00 +0700

This qualitative research aimed to explore and compile local resources for the development of creative Buddhist tourism in Thang Phra Subdistrict, Pho Thong District, Ang Thong Province, based on the principles of creative and community-based Buddhist tourism. Data were collected primarily through individual semi-structured in-depth interviews with 15 community representatives and 10 representatives from local government agencies. Supplementary techniques included non-participatory observation and document analysis. The findings revealed three key approaches to the development of creative Buddhist tourism in Thang Phra Subdistrict including 1) Short-term development (0–3 months)—establishing a subdistrict-level working group and a community visitor information center, designing directional and interpretive signage, and conducting training programs for local Buddhist storytellers and youth guides; 2) Medium-term development (3–9 months)—launching half-day and full-day tourism routes with interactive workshop packages such as traditional dessert making and local performances etc., promoting creative activities that integrate temples, food, and local wisdom, and developing prototype eco-friendly local products with both offline and online distribution channels; and 3) Long-term development (9–24 months)—expanding collaborative networks among tourist sites, entrepreneurs, and local agencies, implementing revenue-sharing models to ensure community benefits, and establishing joint marketing partnerships with the provincial tourism office, digital media, and online tour-booking platforms. These results highlight an integrated and participatory framework for developing sustainable and creative Buddhist tourism. The study provides practical guidelines for local authorities, community enterprises, and tourism planners to enhance cultural heritage preservation, strengthen local economies, and promote sustainable tourism practices in rural Thailand.

The Influence of Causal Factors on Success of Developing Cultural Tourism Management Potential to Value Added of Community-based Tourism

Patcharin Jungprawate, Matura Suansri — Wed, 31 Dec 2025 00:00:00 +0700

The objectives of this study are to develop and examine the correspondence of the structural equation model of causal factors affecting on the success of developing cultural tourism management potential to value added of community-based tourism, as well as to investigate the causal factors influencing such success. The quantitative data were gathered by a questionnaire survey. The questionnaire was distributed to 216 villagers at Wat Fang Klong and 212 villagers at Tung Kraprong, Nakhon Nayok province. The sampling of 428 was selected by purposive sampling. The quantitative data were analyzed by descriptive statistics: frequency, mean, and average. Also, the data were analyzed by a structural equation model (SEM). The results of the research found that structural equation model of causal factors affecting on the success of developing cultural tourism management potential to value added community-based tourism were chi-square test data value is at 1.668, GFI = .965, AGFI = .933, CFI = .990, NFI = .975, IFI = .990, RMSEA = .041, and RMR = .031 which were in accordance with the significant at .05, which met the criteria set for the results of variable analysis in the newly developed model. When the total effect of the model was considered, it was found that the potential of tourism resources has a moderate positive influence on marketing. Relatively low positive influence on management and has an indirect positive influence on success on the other hand, marketing has a relatively high positive influence on engagement. and management has an indirect influence on success in terms of participation, there was a moderate positive influence on success. and all factors pass on their collective influence on success