Panyalikit Journal

Tourism components, Marketing mix, and Integrated marketing communication affecting Sustainable tourism in Uttaradit Province

Nutpasit Pimpakorn — 2025-05-24

This research article aimed to (1) study the levels of tourism components, marketing mix, integrated marketing communication, and sustainable tourism in Uttaradit Province, and (2) analyze the factors of tourism components, marketing mix, and integrated marketing communication that influence sustainable tourism in Uttaradit Province. This study employed a quantitative research methodology, with Uttaradit Province as the research area. The sample consisted of 443 Thai tourists who traveled to Uttaradit Province, selected through purposive sampling. The research instrument was a questionnaire, and data were analyzed using frequency, percentage, mean, standard deviation, and hypothesis testing through multiple regression analysis. The research findings revealed that (1) the respondents' opinions toward tourism components, marketing mix, integrated marketing communication, and sustainable tourism were at a high level, with tourism components rated the highest, followed by marketing mix, integrated marketing communication, and sustainable tourism, respectively; and (2) the factors of tourism components, marketing mix, and integrated marketing communication significantly influenced sustainable tourism in Uttaradit Province.

Key findings indicated that friendliness of local people, physical environment, and advertising were crucial factors affecting sustainable tourism. These findings highlight the importance of efficient area management. Accordingly, Uttaradit Province can utilize the research results to improve tourism management policies, aiming to enhance sustainability across economic, social, and environmental dimensions in a balanced manner.

Guideline for Peasonnet Management Based on good governance of school administrators of Surat Surat Thani Provincial Administrative Organization School 1 (Donsak Phdungwit)

Wuttichai Phaophat — 2025-05-24

This study aimed (1) to examine the current conditions and problems in personnel administration, and (2) to propose guidelines for personnel administration based on the principles of good governance at the Surat Thani Provincial Administrative Organization School 1 (Donsak Phadungwit). A mixed-methods research design was employed, integrating both quantitative and qualitative approaches. The sample group consisted of 68 administrators and teachers selected through purposive sampling. Data collection tools included questionnaires and interviews. Quantitative data were analyzed using mean and standard deviation, while qualitative data were analyzed through content analysis.

The findings revealed that personnel administration practices by school administrators were at a high level in all aspects of good governance. The principle of cost-effectiveness received the highest mean score (4.43), followed by responsibility (4.39), rule of law and integrity (4.37), transparency (4.33), and participation (4.30).

Guidelines from focus group discussions included: enhancing personnel’s legal knowledge (rule of law), promoting transparent and value-based decision-making (integrity), ensuring open access to personnel-related information (transparency), encouraging inclusive participation in decision-making (participation), clearly defining responsibilities and fair evaluation processes (responsibility), and strategically utilizing human resources based on their potential (cost-effectiveness).

A Study of the Creative Leadership Level of School Administrators of the First Suratthani Provincial Administration Organization School 1 (Donsakphadungwit)

Ketsiree Nebbua — 2025-05-24

This research aimed to (1) study the level of creative leadership among school administrators at Suratthani Provincial Administration Organization School 1 (Donsakphadungwit), (2) compare the level of creative leadership based on gender, age, educational qualifications, and work experience, and
(3) explore suggestions for leadership development. The research instruments included questionnaires and interviews, with a sample of 69 participants. Data were analyzed using mean, standard deviation, and content analysis.

The findings revealed that the overall level of creative leadership among school administrators was at the highest level (=4.55, S.D. = .215). All dimensions were rated at the highest level. The top three highest-rated areas were team collaboration (=4.56), vision, flexibility, and imagination (= 4.55). The lowest-rated dimension was motivation (= 4.54), though still at the highest level.

When comparing based on personal factors, gender showed a statistically significant difference at the .05 level, with male respondents perceiving higher creative leadership than other groups. No significant differences were found for age, education level, position, or work experience.

Policy and practical recommendations include: promoting team-based leadership, continuously developing strategic vision, integrating technology to enhance leadership capacity, diversifying motivational strategies, and creating a creative leadership manual. These guidelines can serve as a model for new administrators and be adapted to schools with different contexts.

Guidelines for the Development of Budget Management System Management of Koh Phangan Suksa School, Koh Phangan District, Surat Thani Province, Based on the Concept of Adaptive Skills

Uraiwan Poolthup — 2025-05-24

This research article aims: 1. To study the current conditions and problems of the budget management system administration of Koh Phangan Suksa School, Koh Phangan District, Surat Thani Province, according to the concept of adaptive skills. 2. To develop guidelines for the budget management system administration of Koh Phangan Suksa School, Koh Phangan District, Surat Thani Province, according to the concept of adaptive skills. The research employs a mixed-methods approach, combining both quantitative and qualitative methods. The concept of adaptive skills is used as the research framework. The research areas are Koh Phangan Suksa School and the Surat Thani Chumphon Secondary Educational Service Area Office. The sample group comprises 46 individuals, including: the Director of the Financial and Asset Management Group, Surat Thani Chumphon Secondary Educational Service Area Office (1 person); the Director of the Internal Audit Unit, Surat Thani Chumphon Secondary Educational Service Area Office (1 person); the School Director of Koh Phangan Suksa School (1 person); the Deputy School Directors of Koh Phangan Suksa School (2 people); and faculty and staff of Koh Phangan Suksa School (41 people). The participants were selected using purposive sampling. The research instruments consist of two types: 1) questionnaires and 2) interview forms. Data analysis involves basic statistics, including mean and standard deviation, along with content analysis of the interview data.

The research results reveal the current conditions of the budget management system administration of Koh Phangan Suksa School, Koh Phangan District, Surat Thani Province, according to the concept of adaptive skills. The overall mean of the budget management system administration across five areas is 4.57, indicating that the current conditions and problems are at the highest level. For the sub-issues, the mean opinions range from 4.51 to 4.63, also indicating the highest level in all areas. The area with the highest mean opinion is Area 2: Accounting, while the area with the lowest mean opinion is Area 4: Planning and Internal Control. Furthermore, the adaptation in the budget management system administration of Koh Phangan Suksa School, specifically in the area of interpersonal adaptation, has an overall mean of 4.38, signifying that the adaptation level is high. The mean opinions for the sub-issues range from 4.17 to 4.52, indicating adaptation levels from high to the highest. The two sub-issues with the highest mean opinions are: 4.2 "You receive support from your family in your work" and 4.5 "You participate appropriately in various activities with others." The sub-issue with the lowest mean opinion is 4.3 "You can manage conflicts among personnel in the organization constructively."

The guidelines for developing the budget management system administration of Koh Phangan Suksa School, Koh Phangan District, Surat Thani Province, based on the concept of adaptive skills, as derived from the interviews, include: support from the Educational Service Area Office in providing expert personnel for in-depth consultation; a proposal for the school to have its own specific budget operations manual that aligns with the school's context; continuous training on accounting, finance, and technology usage; the establishment of an information officer or an "internal information center" to support budget operations; the adoption of digital systems, such as accounting management programs and expenditure tracking, to enhance transparency; and the promotion of knowledge exchange platforms among schools to share best practices.

Frozen Food Consumption Behavior of Residents in Chaiyaphum Province

Marut Chaiphet — 2025-05-24

This research article aimed to 1) study the frozen food consumption behavior of residents in Chaiyaphum Province, and 2) examine the marketing factors influencing their consumption behavior. The study employed a quantitative research approach. The population comprised 1,113,378 residents of Chaiyaphum Province, and the sample consisted of 400 individuals who consume frozen food, selected through convenience sampling. The research instrument was a questionnaire. The statistical methods used for data analysis included frequency, percentage, mean, standard deviation, t-test and ANOVA.

Findings for Objective 1: The results revealed that the frequency of frozen food consumption was 2–3 times per week. The most popular category was frozen seafood (26.25%), and the main reason for consumption was convenience (37.50%).

Findings for Objective 2: Marketing factors influencing consumption decisions included product (=4.25, SD = 0.85), price (=3.85, SD = 0.92), distribution channels (=3.72, SD = 0.88), and promotion (=3.45, SD = 1.02), respectively. Among these, product was the most influential factor, followed by price and distribution channels, while promotion had the least influence. Hypothesis testing indicated that demographic factors—gender, age, occupation, and income—had a statistically significant effect on frozen food consumption behavior. Moreover, marketing factors such as product, price, and distribution channels showed statistically significant correlations with consumption behavior at the 0.05 level, whereas promotion did not.

Contribution of the Study: The knowledge derived from this research is a model that demonstrates how frozen food consumption behavior is influenced by both demographic factors (gender, age, occupation, income) and marketing mix elements (product, price, place, and promotion). The model can be applied in marketing planning, product development, and communication strategy design tailored to consumer groups, especially in semi-urban and rural areas where consumption behavior is evolving alongside socio-economic changes.

Factors Affecting Innovative Leadership under the Nakhonnayok Primary Educational Service Area Office

Rusita Hengnoi — 2025-06-06

The research aims 1) to factors affecting innovative leadership in the 21^st century of school administrators 2) to the levels of transformational leadership, creativity, and administrative support factors 3) to study the relationship between transformational leadership, creativity, and administrative support factors with innovative leadership in the 21^stcentury of school administrators; and 4) to create prediction equations for innovative leadership in the 21^st century of school administrators. The sample consisted of 291 school administrators and teachers under Nakhonnayok Primary Educational Service Area Office, selected by stratified random sampling. The research instrument was a 5-level rating scale questionnaire. The statistics used for data analysis were mean (M), standard deviation (SD), Pearson's correlation coefficient, multiple regression analysis, and stepwise multiple regression analysis.
The research findings were as follows: 1) Factors affecting innovative leadership in the 21^st century of school administrators included transformational leadership, creativity, and administrative support factors.
2) Overall and in each aspect, the levels of transformational leadership, creativity, and administrative support factors were at a high level. 3) Transformational leadership factors, creativity factors, and administrative support factors showed a positive correlation with innovative leadership in the 21^st century of school administrators at a relatively high level overall and in each aspect. 4) The predictor variables could predict innovative leadership in the 21^st century of school administrators in the following order: administrative support factors (X₃), creativity factors (X₂), and transformational leadership factors (X₁), with a combined predictive power of 25.60%. The raw score prediction equation was:
Ŷ = 0.402(X₃) + 0.380(X₂) + 0.184(X₁), and the standardized score prediction equation was:
Ẑ = 0.325(Z₃) + 0.284(Z₂) + 0.178(Z₁)