INTERNATIONAL ACADEMIC MULTIDISCIPLINARY RESEARCH CONFERENCE VIENNA 2024

Introduction Book

Chayanan Kerdpitak — 2024-12-05

English Noun Phrases Used in Online Smartphone Advertisement

Napasri Suwanajote — 2024-12-05

This study aims to survey the frequency of vocabulary used in English smartphone advertisements and analyze the structures of English noun phrases found in online smartphone ads. It is a qualitative study based on data from the top electronic stores ranked by total revenue growth in first-party net sales in 2022, as reported by ecommerceDB.com. Two websites, Walmart.com and Amazon.com, were identified and ranked as the top two electronic stores, with 200 smartphone products analyzed from each. The word frequency was determined using the AntConc program, and the nouns were categorized to analyze the structures of premodifier noun phrases. The results show that the most frequent nouns in English smartphone advertisements are 'phone,' 'camera,' and 'battery.' There are two main types of premodifier noun phrase structures: premodifiers and mixed premodifiers. The most common premodifier structure is adjective + noun (1,120 instances), while the most frequent mixed premodifier is noun + noun (767 instances). Students studying business and English language acquisition can benefit from this research by creating, analyzing, and refining advertising language.

Analysis of the Techniques Used to Translate Ecological Cultural-Specific Items in a Thai Drama: The Royal Doctor

Aungkana Sukwises — 2024-12-05

The objectives of this study were to 1) collect ecological cultural-specific items found in the drama series "The Royal Doctor" based on Nida's (1964) conceptual framework and 2) study translation techniques related to ecological cultural-specific items from the same series based on Baker's (2005) strategy. The data consists of ecological cultural-specific items found in the subtitle that appeared in The Royal Doctor series. The results found 132 ecological cultural-specific items. These terms were categorized according to Nida's (1964) classification of cultural-specific items into three types: 87 specific plant names, 21 specific medicine names, and 24 specific disease names. The study identified eight translation strategies, ranked from most to least frequently used: 1) Translation by a more general word, 2) using a loan word or loan word plus an explanation, 3) using cultural substitution, 4) using illustration, 5) omission, 6) paraphrasing using related words, 7) paraphrasing using unrelated words, and 8) using a more neutral/less expressive word.

Content Word Analysis of SDG Business Reports to Examine SDG Focus Across Sectors

Angvarrah Lieungnapar — 2024-12-05

This study aims to explore the common content words found in annual business reports related to Sustainable Development Goals (SDGs) from seven sectors, using a corpus-based method to identify frequent content words and examine the SDG focus of each business sector. The study collected 33 reports from each sector, totaling 231 reports spanning the years 2019 to 2022. A corpus-based approach was applied, using AntConc software to identify the top 100 most frequent words in each sector. After extracting the content words, including nouns, verbs, and adjectives, these were compared with SDG-related keywords obtained from academic sources from the websites of three universities: the University of Toronto, Universiti Kebangsaan Malaysia (UKM), and the University of Auckland. This comparison allowed for identifying frequent content words related to SDGs, implying the SDG focus for each business sector. The findings indicate that across all seven sectors, seven content words related to SDGs were commonly found: business, management, sustainability, report, development, health, and risk. When identifying the content words related to SDG keywords for each business sector—excluding the words found across all sectors and those not aligned with SDGs—it was observed that the highest proportion of content words in business reports, excluding the resources and real estate sectors, aligned with SDG 9 (Industry, Innovation, and Infrastructure). In contrast, the resources and real estate sectors aligned more closely with SDG 11 (Sustainable Cities and Communities). The study suggests that while most business sectors focus on innovation and infrastructure, sectors such as resources and real estate place more emphasis on urban sustainability and development. These insights offer a clearer understanding of how businesses across various industries prioritize different SDGs based on their operational contexts.

Integration of Chinese, Business, and Cultural Elements in Teaching Business Chinese as a Foreign Language: An Empirical Study Based on Suan Sunandha Rajabhat University in Thailand

Luo Yun — 2024-12-05

Chinese, as the most spoken language globally, is becoming increasingly prominent in terms of importance and status. The teaching of Business Chinese as a foreign language has become more significant as China's economy continues to grow, and the demand for social and economic exchanges between Thailand and China highlights the crucial role of Business Chinese teaching in Thailand. As a specialized language instruction for specific purposes, teaching Business Chinese to foreign learners has its own target professional audience and learning needs. This paper is based on the teaching practices and survey analysis of Business Chinese at Suan Sunandha Rajabhat University in Thailand. Through extensive reading of literature and previous research findings, it explores the integration of the three elements: "Chinese, Business, and Culture" in Business Chinese teaching, examines the shortcomings of theory through practical results, and identifies issues from the perspectives of the institution, teachers, teaching materials, and teaching practice. Suggestions are proposed to serve as a reference for future research and teaching. This paper explores theoretical aspects related to Business Chinese teaching as a foreign language, such as teaching objects, methods, content, curriculum design, textbooks, syllabus, teacher development, and teaching evaluation.

AN ANALYSIS OF LANGUAGE USE IN ENGLISH SLOGANS FROM FASHION AND APPAREL ADVERTISING CAMPAIGNS

Chinchira Bunchutrakun — 2024-12-05

This research aims to: 1) examine the frequent words used in English slogans from fashion and apparel advertising campaigns, and 2) analyze the classifications of English slogans from fashion and apparel advertising campaigns. A qualitative approach was employed, focusing on four product categories within fashion and apparel: clothing, bags, shoes, and jewelry. A total of 400 slogans were collected from four different websites, with 100 slogans selected for each category. The AntConc software (version 4.2.4) was used to determine the most frequently occurring words in the slogans, and the slogans were categorized according to their types. The analysis revealed two key findings. First, the five most frequently occurring content words across all 400 slogans were "style" (24 occurrences), "comfort" (19 occurrences), "life" (15 occurrences), "world" (13 occurrences), and "fashion" (12 occurrences). Second, the slogans could be classified into five distinct types: business slogans, descriptive slogans, persuasive slogans, creative slogans, and emotive slogans. Among these, descriptive slogans were the most common, accounting for 132 instances. Emotive slogans followed with 110 occurrences, while business slogans appeared 68 times. This study provides valuable insights for business students and marketing professionals, particularly those involved in creating advertising and marketing materials for fashion and apparel brands, as it highlights key linguistic trends and the effectiveness of different slogan types in branding.

Guidelines for Improvement of Herbal Products and Marketing Value-Added of the Phatphat Community Enterprise, Dusit, Bangkok, Thailand

Siriman Wattana — 2024-12-05

The project of upgrading products and marketing value-added of Herbal Products of the Phatphat Community Enterprise, Dusit, Bangkok, Thailand aims at search the guidelines for improvement for upgrading herbal product standards to increase the economic value of the Phatphat Occupational Group in Dusit District, Bangkok. Additionally, it aims to find approaches to create competitive advantages for community enterprises, leading to enhanced entrepreneurship of business units. Guidelines for Improvement of Herbal Products and Marketing Value-Added of the Phatphat Community Enterprise, Dusit, Bangkok, Thailand using the marketing mix theory. There are 1) consumer wants and needs 2) cost of appreciation 3) convenience to buy 4) communication that connects) It was found that consumers were satisfied that the product was unique and distinctive, the suitability in price is suitable for the style and appearance received, ease of purchase arranged in a suitable location, and product form and packaging can communicate with consumers. In terms of development to raise product standards should establish guidelines for development that must be accelerated. In terms of product development to ensure quality and response to consumer needs Should develop the style of packaging to be modern, product development to be certified for production standards, knowledge development in technology and innovation and networking to exchange, share management skills and experiences.

Types of Corrective Feedback in Language Usage Affecting learners in basic-level classes: A comparison between learners with and without a Japanese Language background

Walee Rungratthawatchai — 2024-12-05

This research explores the types of Corrective Feedback that affect the learning of basic Japanese language learners. The types of Corrective Feedback are divided into six categories: Recast, Explicit correction, Clarification request, Metalinguistic feedback, Elicitation, and Repetition. These six categories can be further divided into two types: Input and Output. The aim of this study is to analyze the survey results in order to find ways to improve and develop Japanese language teaching techniques at the beginner level for first-year students at Suan Sunandha Rajabhat University. The basic Japanese language learners include both those with and without prior Japanese Language background. The survey found that for learners with a Japanese language background, explicit correction using the input method was the most effective in their learning. For learners who did not have a Japanese language background, elicitation using the output method had the most significant effect on their learning. Regarding the type of corrective feedback that had the least effect on learners, for those who had a Japanese language background, it was a clarification request using the output method, while for those who did not have a Japanese language background, it was recast using the input method.

A Study of Speech Acts in Apologies in Beginner-Level Japanese Textbooks

Supansa Pinsri — 2024-12-05

Apologies play a crucial role in intercultural communication. Understanding the nuances and cultural expectations surrounding apologies in a target language is essential for effective communication. This study investigates the use of apologies in the beginner-level Japanese textbook, Minna no Nihongo. This research aims to provide insights into the teaching and learning of apologies in Japanese by analyzing the frequency and contexts of apology expressions in dialogues within the textbook. this research aims to provide insights into the teaching and learning of apologies in Japanese.
The findings reveal that the most frequently used apology expression is “sumimasen" accounting for 66.67% of all apologies. This indicates its versatility and widespread use in everyday situations, such as asking for directions, causing inconvenience, or expressing regret. Additionally, the study identified other apology expressions like "shitsurei shimasu" shitsurei itashimasu ", " gomen kudasai", and " doumo sumimasen deshita ". The order of presentation of these expressions in the textbook reflects a pedagogical approach that considers the learners' proficiency level and the complexity of the language.
In conclusion, this study highlights the significance of " sumimasen " as the most common apology expression of apology in Minna no Nihongo. The findings contribute to a better understanding of the teaching and learning of apologies in Japanese and offer insights for developing effective language teaching materials.

The study of the response words in elements Japanese Textbooks

Mei Haruna — 2024-12-05

In the early stages of learning Japanese, students are introduced to the usage of the response words "hai" (yes) and "ee" (yeah). However, beginner-level textbooks often do not provide clear distinctions between "hai" and "ee," making it difficult for learners to understand when each should be used. "Ee" is found in these textbooks, but there is little explanation as to why "ee" is used in certain situations instead of "hai," and the conditions for its use are not clearly defined. As a result, students may misuse these words, using them in inappropriate contexts. This leads to incorrect usage, which can hinder their ability to communicate naturally in Japanese. To address this issue, teachers should provide accurate and precise instruction on when and how to use "ee." This would help reduce learner errors and foster more natural communication in Japanese. This paper aims to analyze the response words "hai" and "ee" in beginner-level Japanese textbooks, clarifying their usage, distinctions, and syntactic conditions. It also examines whether "ee" can serve as a substitute for "hai."

Comparison of land use spatial model for economy zone and urban growth expansion forecast according to “Phuket Smart City” development plan

Pattarapong Ngansakul — 2024-12-05

Comparison of land use spatial model for economy zone and urban growth expansion forecast according to “Phuket Smart City” development plan. It identifies the most suitable spatial model for forecasting the expansion of economic zones and urban areas in Phuket Province.
Three spatial models Land Change Modeler (LCM), Future Land Use Simulation (FLUS), and Modules for Land Use Change Simulations (MOLUSCE) were evaluated using Sentinel-2 satellite imagery of Phuket from 2016 to 2020 as the base years for accuracy assessment against land use data for 2024. The findings reveal that the MOLUSCE model exhibited the highest accuracy among the three models, with a precision of 90 percent, followed by the FLUS model with 70 percent, and the LCM model with 67.4 percent. Subsequently, the MOLUSCE model was employed to project the growth of economic zone and urban areas in Phuket for the year 2028. The projection indicates that by 2028, Phuket is expected to experience a growth of 29.93 square kilometers in economic zone and urban areas, representing a 5.73 percent increase, with an accuracy rate of 85.4 percent.

A Comparative Study of Traditional Translation Tools and Generative AI in Thai-to-English Translation: Evaluating Accuracy, Flexibility, and Contextual Understanding

Jeerasak Meesuksabai — 2024-12-05

This study compared the performance of traditional translation tools and a generative AI chatbot in translating Thai expressions into English. The generative AI chatbot consistently outperformed traditional tools in terms of accuracy, flexibility, and adaptability. It demonstrated superior ability to handle diverse text types and produce more accurate, nuanced translations. However, limitations such as dependence on training data and potential challenges with complex text were identified. Future research should address these limitations and explore the broader applications of generative AI in translation.

Innovative Management of Chinese Language in Thailand Education Systems Benchmark with Singapore Practices

Jeeranan Sangsrijan — 2024-12-05

The Chinese language is currently the second most popular language in Thailand. With increased communication and business interaction with China, Chinese has become one of the most widely used languages globally. Chinese teaching in Thailand dates back many centuries, to the period of significant Chinese immigration, when immigrants brought their rich cultural heritage, including the Chinese language. Many studies have found that teachers are one of the main factors influencing Thai students' satisfaction or dissatisfaction with their Chinese language performance. In addition to teachers, other important factors include students, textbooks, curriculum design and implementation, evaluation methods, and support systems. This study uses Singapore's education system and the success of students in learning Chinese as a benchmark for analyzing and clarifying the challenges that arise in Chinese language education for Thai SSRU (Suan Sunandha Rajabhat University) students. It explores various aspects of teaching, teaching materials, and curriculum design that may aid the progress of Chinese learners. The study also examines the role of students in the psychological aspects of knowledge acquisition—both in terms of belief systems and language learning—and the potential for Singapore's model to enhance Chinese learning in Thailand. By analyzing students' test scores and self-evaluations, the study investigates the interrelationship between language proficiency and personal beliefs. The goal is to help learners overcome difficulties in learning Chinese and to prepare Thailand for the anticipated increase in Chinese tourists after the pandemic, thus contributing to the Ministry of Education's (MOE) lifelong bilingual education goals and creating value for Thailand's tourism development through the implementation of training programs and an appropriate education system.

DEVELOPMENT OF A CONVERSATIONAL AGENT FOR HEALTHY FOOD RECOMMENDATIONS IN THAILAND

Jarumon Nookhong — 2024-12-05

This research aims to (1) develop a conversational agent system for healthy food recommendations in Thailand, and (2) evaluate the efficiency of the conversational agent for healthy food recommendations in Thailand. The research tool used in this study was a questionnaire to assess the efficiency of the developed system, which was evaluated by 17 experts using Mean, Standard Deviation (S.D.), Median, Interquartile Range (IR), and Quartile Deviation (QD). The research findings indicate that the group of experts unanimously approved the developed system. The results can be summarized in three aspects: System efficiency and requirements (Mean=4.28, S.D.=0.15, IR<=1 and QD<=0.5) System operational efficiency (Mean=4.29, S.D.=0.37, IR<=1 and QD<=0.5) System design efficiency (Mean=4.75, S.D.=0.25, IR<=1 and QD<=0.5) In conclusion, the developed system is suitable for practical use and can effectively recommend healthy foods and cooking methods. Additionally, it can track users' ingredient search behavior to provide relevant healthy food recommendations, thereby supporting consumers' decision-making processes.

Comparative Analysis of Machine Learning Algorithms for Sentiment Analysis on Instagram App Reviews: A Guideline for Enhancing User Experience

Nutthapat Kaewrattanapat — 2024-12-05

This study focuses on a comparative analysis of machine learning algorithms for classifying and clustering Instagram app reviews from the Google Play Store, aimed at understanding user sentiments and improving app performance. The dataset, obtained from Kaggle, consists of 210,542 reviews, with a randomly selected sample of 1,103 reviews used for analysis. Four algorithms were applied: Naïve Bayes, k-Nearest Neighbors (k-NN), k-Means, and k-Medoids. To evaluate their performance, 12 models were tested using different vectorization techniques such as TF-IDF, Term Occurrences, Binary Term Occurrences, and n-grams. The results show that Naïve Bayes, combined with TF-IDF and 2-grams, delivered the highest accuracy for sentiment classification at 99.46%. This high accuracy can be attributed to Naïve Bayes’ effectiveness in handling probabilistic distributions in text data. In the clustering analysis, k-Means with 2-grams and stemming produced the most distinct groupings, with a Davies-Bouldin index of -7.279, successfully separating positive and negative sentiments. This research provides a robust framework for conducting Sentiment Analysis on large-scale user reviews. By applying these machine learning techniques, developers and app managers can gain valuable insights into user satisfaction and identify areas for improvement. Ultimately, these methods can help enhance user experience and drive app success through a deeper understanding of user feedback.

Application of Information Technology in Secretarial Work

Atcharapun Daiporn — 2024-12-05

This research aimed to identify guidelines for applying information technology (IT) to secretarial work and to enhance the efficiency of secretarial management. The study's sample consisted of 44 secretaries from Suan Sunandha Rajabhat University, selected through purposive sampling. Data were collected using questionnaires, and statistical analysis included percentage (%), mean (x̄), and standard deviation (S.D.). The findings revealed that all respondents were female (100%). Most were aged 21–30 years (62.22%), with the remaining 37.78% aged 31–40 years. Regarding educational attainment, 53.33% held a bachelor’s degree, and 46.67% held a master’s degree. In terms of work experience, 68.89% had 0–5 years of experience, 11.11% had 6–10 years, another 11.11% had 11–15 years, and 8.89% had 16–20 years of experience. Positions included secretaries working for the president (6.76%) and for individual executives (2.22%). Overall, the application of IT in secretarial work was rated at a high level (x̄ = 3.90, S.D. = 0.6395). Key practices included scheduling using Google Calendar (x̄ = 4.18, S.D. = 0.4415), notifying executives of schedules via the LINE application (x̄ = 4.09, S.D. = 0.2878), and screening electronic documents before presenting them to executives (x̄ = 4.07, S.D. = 0.5800).

Development of the International Conference Management System

Sirithum Chitngam — 2024-12-05

This study aimed to develop an international academic conference management system and to study the user satisfaction towards the international academic conference management system of the Faculty of Humanities and Social Sciences, Suan Sunandha Rajabhat University. The samples of this study were 132 users obtained from a calculation using the formula of Krejcie and Morgan (1970) and were selected by simple random sampling method. The questionnaires were used to collect data. The data from the questionnaires were analyzed quantitatively for descriptive statistics, such as percentage, mean (x̄), and standard deviation (S.D.). The findings revealed that the designed system was considered highly effective and was assessed in detail across five dimensions—1) function requirement, 2) functionality, 3) usability, 4) performance, and 5) data security—the system's effectiveness was scored as extremely high in all categories, with an average score of 5.00. Moreover, the top three overall contentments of the system in which the highest average score were the user satisfaction evaluation (x̄ = 4.56, S.D. = 0.67), the completeness of academic conference information (x̄ = 4.55, S.D. = 0.64), and the system's capacity to ensure accuracy at all times (x̄ = 4.54, S.D. = 0.67). In contrast, the system's simplicity and flexibility were at the lowest satisfaction score (x̄ = 4.48, S.D. = 0.69).

Improving the Quality of Services of the General Administration Department

Toonlada Pethumpai — 2024-12-05

The research on improving the quality of services provided by the General Administration Department of the Faculty of Humanities and Social Sciences, Suan Sunandha Rajabhat University, aimed to assess the level of satisfaction with the services and to propose guidelines for enhancing the service quality. The sample group consisted of 78 academic and non-academic staff from the Faculty of Humanities and Social Sciences. Data was collected using a questionnaire, and statistical analysis was conducted using percentage (%), mean (x̄), and standard deviation (S.D.). The findings revealed that the overall satisfaction level of the staff regarding the services of the General Administration Department was moderate. The three items with the highest average scores were reliability, communication or responsiveness, and the competency of the service providers. Based on the findings, the proposed guidelines for improving service quality included providing flowcharts in multiple languages, offering guidance from consulting staff on how to accurately and completely fill out forms, and implementing a One Stop Service (OSS) system.

Key Success Factors Affecting the Efficiency of Budget Management: Revenue Budget (Non-Government Budget)

Prateep Chalee — 2024-12-05

This research aimed to explore the success factors that influence the efficiency of revenue budget (non-government budget) management in the Faculty of Humanities and Social Sciences. The specific objectives were: to examine the key factors contributing to successful budget management within the faculty., and to propose strategies for enhancing budget allocation efficiency to maximize benefits and support the faculty's operations. The study targeted 80 personnel from the Faculty of Humanities and Social Sciences, Suan Sunandha Rajabhat University. Data collection was conducted through questionnaires, and the analysis utilized statistical methods, including percentage, mean, and standard deviation. The findings revealed that the majority of respondents were female (71.43%) and aged 41–50 years (43.75%). Most participants had over 11 years of work experience (80%), indicating a seasoned workforce likely influencing perceptions and approaches to budget management. The clarity of budget management policies and guidelines emerged as the most influential factor affecting efficiency. This factor was rated "most influential," with a mean score of 1.09 and a standard deviation of 0.27. The study highlights the importance of well-defined budget management policies and guidelines in ensuring effective allocation and utilization of revenue budgets. These findings suggest that clear communication and structured processes are critical in enhancing the efficiency of budget management practices at the faculty.

Student Participation in Public Mind Activities

Jiraporn Harmwon — 2024-12-05

The research on student participation in public mind activities: a case study of the Faculty of Humanities and Social Sciences (FHS), Suan Sunandha Rajabhat University (SSRU) aimed to study the level of student participation in public mind activities at FHS, SSRU, as well as to examine the issues surrounding student participation in these activities. The sample group for this study consisted of 280 students from FHS, SSRU. Data were collected using a questionnaire, and the statistical methods for data analysis included percentage (%), mean (x̄), and standard deviation (S.D.). The findings revealed that the majority of students were female (221, 78.90%) and male (59, 21.1%). The most common majors were Social Management Development (46 students, 16.4%), Geography and Geo-informatics (45 students, 16.1%), and Chinese (44 students, 15.7%). In terms of year of study, the largest group was fourth-year students (89, 31.8%), followed by freshmen (75, 26.8%) and second-year students (60, 21.4%). Overall, student participation in public mind activities at FHS, SSRU was at a high level. When considering each item, the highest average scores were found in activities related to observation (x̄ = 3.79, S.D. = 0.910), operation (x̄ = 3.78, S.D. = 0.889), and decision-making (x̄ = 3.77, S.D. = 0.969), in that order.

Procurement Document Verification System

Charoenporn Detmanee — 2025-01-12

The study of the Procurement Document Verification System, Faculty of Humanities and Social Sciences, Suan Sunandha Rajabhat University, aims to improve the procurement document tracking process to be more efficient. It is a qualitative research. Data was collected from the procurement/procurement document operation using the procurement/procurement document submission logbook. Data was analyzed by measuring the number of lost procurement/procurement documents compared to the total number of procurement/documents in the fiscal year. Frequency and percentage values were used to explain the data. The research results found that from improving the work procedures and data collection, the procurement unit followed the work procedures from October 2022 to September 2023. A total of 650 documents were sent to the procurement unit. There were 0 lost reports, accounting for 0.00 percent, making the work procedures more efficient. And all documents can be tracked correctly.

The Study of Perception Behavior towards Online PR

Pairat Siriwatanapisan — 2024-12-05

This research aimed to examine perception behaviors regarding online public relations (PR) within the Faculty of Humanities and Social Sciences. The sample consisted of 30 non-academic staff and 47 academic staff members from the faculty. Data were collected using a questionnaire, and the statistical analysis employed percentage (%), mean (x̄), and standard deviation (S.D.). The findings revealed that the majority engaged with the faculty’s online PR primarily through Facebook, which ranked as the most used platform. Most respondents accessed Facebook 1–2 days per week, with a frequency of 2–5 times per day, predominantly during the hours of 18:01–21:00. Their overall daily use of Facebook was less than one hour, typically accessed via mobile phones from their residence or dormitory. In terms of their interaction and interest, respondents focused on keeping updated with news and announcements from both the Faculty of Humanities and Social Sciences and Suan Sunandha Rajabhat University that were personally relevant. They preferred accessing information through Facebook and the official website. Engagement with platforms like Twitter and YouTube was minimal.

A Study of Communication Styles for Public Relations

Kanyarat Kankaew — 2024-12-05

This research aimed to examine the internal organizational public relations communication model at the Faculty of Humanities and Social Sciences, focusing on academic staff, support staff, and students. The study involved 390 participants and 9 experts, using questionnaires, interview forms, and evaluation tools. Data were analyzed using percentages, means, and standard deviations. The findings revealed that awareness and utilization of public relations information among academic staff, support staff, and students were at a moderate level. Among these groups, the highest awareness was related to student activities. The primary communication channel was the university website, with minimal use of the e-office system. Academic staff mainly sought updates on university operations, while students prioritized information regarding student activities. The preferred communication channels varied by group: academic staff favored the e-office system, students preferred the university website, and support staff primarily relied on social media. Furthermore, an expert-reviewed communication model for public relations was proposed. This model encompassed 12 key elements, including university policies and communication channels, and outlined a four-step communication process: situational analysis, operational status assessment, planning, and verification. Overall, the study emphasized the importance of customized communication strategies to improve the effectiveness of public relations within the university.

Promoting Participation in The Knowledge Management of Academic Support Personnel

Kunphattha Hongphattharachan — 2024-12-05

The objectives of this study were 1) to study the factors that promote participation in knowledge management among academic support personnel, 2) to explore the experiences and opinions on knowledge management of academic support personnel, and 3) to measure the level of understanding regarding knowledge management among academic support personnel. The samples of this study were 24 individuals, consisting of academic support personnel with 1–5 years of work experience (12.5%), 6–10 years (45.8%), and over 11 years (41.7%).
The research instrument was questionnaires that were used for data collection. The questionnaires were classified on a five-point Likert scale (the highest satisfaction) to 1 (the lowest satisfaction). The data from the questionnaires were analyzed quantitatively for descriptive statistics such as mean and standard deviation.
The findings revealed that the personnel had the highest satisfaction with knowledge management, particularly in applying knowledge to real work (x̄ = 4.87, S.D. = 0.33), and knowledge embodiment and sharing it on the department's website (x̄ = 4.83, S.D. = 0.38).
Additionally, it was found that the level of knowledge and understanding regarding participation in seeking new forms of knowledge and the organization's appreciation of each employee's knowledge and skills was also the highest satisfaction (x̄ = 4.87, S.D. = 0.33). The latest survey indicates that most employees recognized the value of applying knowledge to real practice and were ready to learn new knowledge. The organization fully supported this, resulting in a stronger learning culture.

Factors Affecting Student Motivation to Participate in Activities

Tanaban Waruntham — 2024-12-05

This research investigates the factors influencing student motivation to participate in activities at the Faculty of Humanities and Social Sciences, Suan Sunandha Rajabhat University. The study aimed to evaluate the motivation levels and identify strategies to enhance student participation in activities that meet their needs. A sample of 200 students was randomly selected, and data were gathered through questionnaires, which were then analyzed using percentages, means, and standard deviations. The findings indicate that the most significant factor motivating students was the opportunity to enhance their knowledge and experience, especially through teamwork and relationship-building (X = 4.40). Leadership skills and assertiveness also played a substantial role in motivating students, with responsibilities in teamwork being particularly influential (X = 4.35). Physical health and public attitudes were also crucial, with improved attitudes and contributions to society identified as motivating factors (X = 4.32). Overall, the motivation level for student activities was high (X = 4.24), with leadership and assertiveness being the most highly rated factors. Recommendations for improvement include diversifying activities, promoting knowledge-building opportunities, enhancing communication, fostering interdepartmental relationships, and ensuring safety and creativity in activity design. Engaging both faculty and students in collaborative efforts is key to creating a supportive learning environment.

Factors Affecting Personnel Satisfaction in Using Parcel Services

Yupin Kaewkum — 2024-12-05

This study examined factors influencing personnel satisfaction with procurement services at the Faculty of Humanities and Social Sciences, Suan Sunandha Rajabhat University. The research surveyed 46 participants, including faculty members and staff responsible for procurement, using a questionnaire. Data were analyzed using descriptive statistics.
The research findings are as follows
21.74% of respondents were male, and 78.26% were female. Regarding age, 21.74% were between 31 and 40 years old, 65.22% were between 41 and 50, and 13.04% were between 51 and 60. Employment status showed 10.87% were government officials, 65.22% full-time university staff, and 23.91% temporary staff. Educationally, 15.22% held a bachelor's degree, 69.57% a master's degree, and 15.21% a doctoral degree.
Satisfaction with procurement services was high. The process scored an average of 4.05, staff scored 4.18, services scored 4.30, and facilities scored 3.92.

Problems and Guidelines for Developing Supplies Work

Aueaarri Weluwanalak — 2024-12-05

This research investigates the issues and development guidelines for procurement management. The study aimed to assess the challenges in procurement management and propose strategies for improvement. The sample consisted of 77 personnel, including 55 academic staff and 22 support staff, all involved in various procurement functions such as specification preparation, pricing, inspection, and supply control. Data were collected through questionnaires covering general procurement issues, development guidelines, and open-ended suggestions. The findings revealed significant concerns in procurement management, particularly in the areas of supply control (mean = 3.98), supply maintenance (mean = 3.95), supply distribution (mean = 3.93), and procurement itself (mean = 3.81). Statistical analysis indicated no significant differences based on gender (Sig = 0.545), but significant differences were found based on personnel type (Sig = 0.000), education level (Sig = 0.007), work experience (Sig = 0.002), and committee appointment status (Sig = 0.000). These results identify key areas for improvement to enhance procurement management efficiency.

Influencing factors on performance for three stars hotel in Bangkok, Thailand

Napatsakorn Supfuengfoo — 2024-12-05

The research objectives represented with 1) to study the marketing, innovation management, product development and performance on three-star hotels in Bangkok 2) to To study influencing factors on performance of three-star hotels in Bangkok. This research represented the quantitative approach on the 384 tourists who accommodate in three-star hotels in Bangkok. The research instrument represented the questionnaire and data collecting form the samples that accommodated in the selected three-star hotels. The data analysis represented descriptive statistical approach by percentage, mean and standard deviation, the statistical multiple regression analysis. The research finding found that the marketing, innovation management, product development exactly related with the performance on the three-star hotels selection, the crucial marketing innovation management, product development factors represented on performance.

Mental Health of Business English Students at Suan Sunandha Rajabhat University

Jennilou T. Plankraiphet — 2024-12-05

This study investigates the mental health status of Business English students at Suan Sunandha Rajabhat University. Recognizing the critical role of mental health in academic performance and overall well-being in higher education, the research aims to identify prevalent mental health challenges among university students and provide insights for effective support strategies. A quantitative approach was employed, surveying primarily first- and second-year students with a structured questionnaire that assessed eight dimensions of wellness: emotional, physical, environmental, intellectual, occupational, financial, social, and spiritual. The questionnaire was initially developed in English and translated into Thai to ensure clarity for participants. Data analysis utilized descriptive statistics to evaluate overall wellness among students. Findings indicated that a significant portion of students reported lower scores in the physical and occupational dimensions, reflecting uncertainty and pressure regarding future careers. Conversely, the emotional and social dimensions emerged as the strongest areas of wellness. The study also explored students' interest in gaining more knowledge about mental health, revealing a strong desire for resources and coping strategies. In conclusion, the results underscore the necessity for targeted mental health interventions and support services within the university to enhance student well-being and academic success.

The Application of Virtual Reality Technology in Art Education

Gao Ran — 2024-12-05

Virtual Reality (VR) technology is a cutting-edge technology that uses computer-generated virtual environments to provide users with an immersive experience. With the continuous advancement of technology, VR has gradually been widely applied in various industries. This research paper explores the development and application of VR technology in education. Through a questionnaire survey, this study investigates the satisfaction levels of relevant groups to understand user perceptions and experiences of VR in educational environments. It also presents a case study of creating a virtual reality art museum using related 3D software, highlighting VR as an effective tool for enhancing art education. The research results indicate a high level of user satisfaction and demonstrate the potential of VR technology in transforming traditional educational methods. Overall, VR, as an emerging digital technology, has promising prospects for future educational applications. In conclusion, this study comprehensively examines the potential of VR technology in education through satisfaction surveys and practical case analyses, aiming to provide a reference for related research, offer theoretical support for VR's application in education, and propose suggestions for future research and practice.

Modern interior design explores the integration of Chuxiong Yi elements

Liu Lei — 2024-12-05

This article deeply explores the innovative application and integration of Yi elements in Chuxiongzhou, Yunnan Province in modern interior design. The Yi nationality, as the main ethnic minority in Chuxiong Prefecture, Yunnan Province, has its rich cultural heritage and unique national characteristics, which provide a valuable source of inspiration for modern interior design.,The study first analyzed the core elements such as traditional patterns, colors, materials and spatial layout of the Yi nationality, and discussed in detail the specific application of these elements in modern interior design. Traditional patterns of the Yi nationality, such as horse cherry blossoms, sheep horn patterns, etc., add a unique national style to the indoor space.At the same time, bright colors such as red, yellow and black, which are loved by the Yi people, have also been cleverly integrated into modern interior design, creating a rich and vibrant atmosphere.,The research results show that the application of Yi elements in modern interior design not only enriches the cultural connotation of indoor space, but also enhances its aesthetic value and practicality. At the same time, it also provides a new perspective and practical path for the inheritance and development of Yi culture.

Research design and application of traditional Chinese flower and bird paintings

Luo Yunke — 2024-12-05

This study aims to study the history and artistic characteristics of flower and bird paintings, derive its characteristics and cleverly apply them in modern product design. The painting style is fresh and elegant in color and simple and realistic, and is loved by the public. Explore the application and actual effect of flower and bird painting elements in product design. This study collects relevant knowledge and understanding of the application methods of traditional flower and bird painting aesthetic elements, and summarizes its application effects through case analysis, realizes innovative pattern design in product design, promotes the application exploration process of flower and bird paintings in modern product design, and enhances the cultural connotation and artistic value of products. The research results of this study are summarized as follows:
(1) Traditional Chinese flower and bird paintings have high artistic value, contain rich cultural connotations, and also have certain collection value and aesthetic value.
(2) In modern design, choosing suitable products to carry out innovative design of flower and bird paintings can resonate with consumers and play a role in cultural inheritance and development.

Research on the application of digital technology in the safeguarding of intangible cultural heritage

Ma JingYu — 2024-12-05

With the rapid development of information technology, digital technology is increasingly widely used in the protection of intangible cultural heritage. This article discusses the importance of digital technology in the safeguarding of intangible cultural heritage, its specific application forms, problems and challenges, and future development directions. Through the research on digital recording and archiving, virtual display and experience, big data analysis and decision support, new media communication and promotion, this paper expound the new opportunities and new ways brought by digital technology for the protection of intangible cultural heritage, and also analyzes the problems that may arise in the application process in terms of technology, capital, talent and culture, and puts forward corresponding solutions, in order to provide useful reference for the effective protection and inheritance of intangible cultural heritage.
The research results are as follows:
1.Digital technology has important application value in the protection of intangible cultural heritage, which can improve the protection effect, expand the scope of dissemination, and promote the sustainable development of intangible cultural heritage.
2. The application of digital technology in the protection of intangible cultural heritage faces problems in terms of technology, capital, talent and culture, and needs to be solved

accordingly.
3. Strengthening policy support, cultivating professionals, establishing technical standards, and promoting the deep integration of culture and technology are the keys to promoting the effective application of digital technology in the safeguarding of intangible cultural heritage.

Research on Visual Image Design of Zhengzhou Shang Dynasty Site Museum

Mengjie Li — 2024-12-05

Through the research and analysis of the Shang Dynasty Site Museum in Zhengzhou, this paper determines the importance of the museum's visual image design, and through the field investigation and questionnaire analysis of the current situation of the Shangdu Site Museum, the objective problems and shortcomings are summarized. By studying the cultural background and characteristics of the Shang Dynasty, and combining it with modern design concepts, the museum is cleverly integrated into the visual image design, which not only inherits the national culture, but also gives the museum a unique visual symbol. The results are as follows: 1. Understand the development of decorative art in Shang Dynasty, the origin of bronze ware and the evolution of bronze pattern decoration in different generations. 2. Identify the application of bronze pattern in visual image design, the color expression of Shang culture in visual image design, and the application of pattern in auxiliary graphics. 3. The application prospect of bronze art in visual image design is prospected. Through sorting out the development history and artistic characteristics of Shang Dynasty culture and art, it aims to promote the integration of bronze art and current visual image design, form a theoretical research system, and apply the concept of cultural revival to practice.

The artistic embodiment of copper casting in furniture modeling

Peng Zhao — 2024-12-05

This paper discusses the unique embodiment and application of copper casting technology in furniture plastic arts. Through the in-depth analysis of the history and process characteristics of copper casting technology and its innovative application in modern furniture design, this paper reveals how copper casting endows furniture with rich artistic connotation and unique aesthetic value. The study pointed out that copper casting not only provides a solid and durable material foundation for furniture, but also becomes an important means to show the charm of furniture plastic art through the characteristics of delicate texture, changeable form and strong plasticity. The article also shows the balance and integration of copper casting furniture between inheritance and innovation through specific case analysis, and further emphasizes its irreplacability in contemporary furniture design.

RESEARCH ON THE VISUAL SYSTEM DESIGN OF WOLONGGANG SCENIC SPOT BY INCORPORATING NANYANG HAN PAINTING ELEMENTS

Sun Ranran — 2024-12-05

This thesis aims to explore the integration of Nanyang Han painting elements with the visual system design of Wolonggang Scenic Spot. Nanyang Han painting, with its unique artistic language, rich historical connotation and deep cultural heritage, becomes an important source of inspiration for this design exploration. Through in-depth research and analysis of Nanyang Han paintings, its rich artistic value is explored and skillfully applied to the visual system design of Wolonggang Scenic Spot in order to enhance the cultural connotation and attractiveness of the scenic spot. The study adopts methods such as literature research method and field research method, analyzes the characteristics of Nanyang Han painting and the application principles in scenic area design, and at the same time, combines with the actual situation of Wolonggang Scenic Spot, carries out innovative design practice and puts forward specific design paths and implementation strategies. The research results show that the integration of Nanyang Han painting elements into the visual system design of Wolonggang Scenic Area can effectively inherit and promote Nanyang Han culture, enrich the cultural connotation of the scenic area, enhance the visitors' sense of experience and sense of identity, and provide new ideas and methods for the sustainable development of the scenic area.

Pressure-less Playground Design for Nanyang normal University

Yang lulu — 2024-12-05

Nowadays, most of the campus environments in China are still only in the preliminary stage of greening planning analysis and construction process, and less attention is paid to the healing role of the campus landscape, while the psychological problems of college students are becoming more and more serious, so how to design and build a campus environment that is conducive to the physical and mental health of college students' groups is a challenge faced by the discipline of landscape architecture at present. This paper takes the pressure relief theory as the theoretical basis, analyzes and considers the landscape space, physical environment, and crowd demand in three dimensions, and summarizes and analyzes the results of the research, in order to design a healing landscape suitable for college students in Nanyang Normal College, to provide them with a green space for relieving the fatigue and pressure of the body and mind after studying and working and to provide theoretical and practical reference for the design of the healing landscape in colleges and universities. It also provides theoretical and practical reference for the design of healing landscape in colleges and universities.

Research on the application of structure and materials in tea packaging design

Yang Yiming — 2024-12-05

This study explores the application of structure and materials in tea packaging design and their impact on protection performance, user experience and brand image. Through case analysis, it reveals how scientific design and material selection can improve shelf life, experience and competitiveness, and pays attention to the application trend of environmentally friendly materials and their role in cultural expression and brand value. This study provides theoretical and practical guidance for tea packaging design, and promotes its functional, environmental and aesthetic development.The research results are as follows: (1) Reasonable structural design effectively protects tea leaves, improves packaging convenience and aesthetics, and enhances consumer experience. (2) Material selection affects the shelf life and brand image of tea leaves. High-quality materials extend the shelf life and give the packaging a high-end texture. (3) The application of environmentally friendly materials has gradually become a trend, meeting consumers' demand for sustainable development and enhancing brand competitiveness.
(4) The combination of structure and material not only realizes the basic functions of packaging, but also enhances brand value through design innovation.

Application of Traditional Rhinoceros Skin Lacquer Craftsmanship in Lamp Design

Zhang Xinrui — 2024-12-05

The purpose of this paper is to explore the application of traditional rhinoceros skin lacquer craft in modern lamp design, aiming at inheriting and promoting this traditional craft, while giving modern lamps more cultural connotation and aesthetic value. The article is based on the questionnaire method, collecting and analyzing 545 valid responses. This data provides a theoretical basis for creating lacquer wall lamps.
The research findings can be summarized as follows:
1.
The results showed that most respondents believed rhinoceros skin lacquer represents exquisite craftsmanship, features unique textures and colors, and embodies rich cultural significance. Many appreciated its aesthetic appeal, with the natural texture sparking imagination. A majority expressed a strong willingness to integrate rhinoceros skin lacquer into modern lighting design, being open to both natural and synthetic materials. Most respondents valued the price of lighting, considering RMB 200–500 to be an ideal price range.
2.
Create a group of rhinoceros skin lacquer lamps. Through the innovative design of rhinoceros skin lacquer lamps and lanterns, we can not only inherit and carry forward this ancient craft, but also inject new inspiration and vitality into modern lamps and lanterns design, promote the innovation and development of lamps and lanterns design, and provide new ideas and methods for the inheritance and development of rhinoceros skin lacquer craft.

Research on the Skill Inheritance and Innovative Development of Intangible Cultural Heritage "Chaozhou Embroidery" in Garment Products: from the Perspective of Historical Culture and Technological Innovation

Kaijun Chen — 2024-12-05

Chaozhou embroidery, a nationally recognized intangible cultural heritage, boasts a long history and distinctive artistic features. However, with the rapid development of modern industrial civilization, the inheritance and development of Chaozhou embroidery in garment products face significant challenges. Using methods such as literature review, field investigation, and expert interviews, this study explores strategies for the inheritance and innovative development of Chaozhou embroidery in clothing products from the perspectives of historical culture and technological innovation. The research reveals that Chaozhou embroidery has undergone several development stages, including Tang and Song folk embroidery, flourishing during the Ming and Qing dynasties, and industrialized production in modern times, forming its unique characteristics of neat stitching, harmonious colors, and exquisite patterns. Nevertheless, the impact of modern industrial civilization has led to issues such as a lack of inheritors, outdated production methods, and insufficient innovation. To promote the inheritance and innovative development of Chaozhou embroidery, it is essential to enhance the training of inheritors, improve production techniques, develop cultural and creative products, and expand markets. By deeply exploring the craftsmanship and cultural essence of Chaozhou embroidery, integrating modern fashion design concepts, and leveraging digital and intelligent technologies, traditional Chaozhou embroidery techniques can be revitalized in contemporary contexts, ensuring sustainable development.

Research on the Embroidery Art of Traditional Costumes in Three Major Dialect Areas of Liangshan Yi Nationality

Lixia Wang — 2024-12-05

As the main distribution area of the Yi ethnic group in China, the dress embroidery art of the Liangshan Yi ethnic group is an important part of the Yi culture. This paper analyzes the unique characteristics and cultural connotations of the traditional costume embroidery art of the three major dialect areas of the Liangshan Yi (Enuo dialect area, Shengzha dialect area, and Sodi dialect area) through an in-depth study, so as to provide theoretical support for the protection and inheritance of the traditional art.

Feasibility Study on the Application of Paper-Cutting Art in the Design of Costume for Ethnic Minorities in Yunnan

Pingping Li — 2024-12-05

Paper-cutting art is an important form that carries the profound historical culture and folk artistic charm of the Chinese nation. Ethnic minority costumes in Yunnan serve as a crucial carrier of diverse cultures, ethnic characteristics, and aesthetic values. This study systematically explores the historical and cultural background, craftsmanship, styles, and regional features of paper-cutting art and ethnic minority costumes through qualitative methods such as literature review, field investigation, case study, and in-depth interviews. The study reveals the current development status of both and analyzes the feasibility and necessity of applying paper-cutting art in the design of Yunnan ethnic minority costumes. The research indicates that the incorporation of paper-cutting art elements, by influencing design expression and cultural symbols, can enrich the aesthetic connotations of Yunnan ethnic minority costumes, enhancing their ethnic characteristics and aesthetic value. The application of paper-cutting art in the design of Yunnan ethnic minority costumes shows significant potential.

Research on the Design and Application of Commercial Space of Intelligent Technology under the Theory of Technology Affordance

Xinghui Zhao — 2024-12-05

This paper takes the spatial design of commercial space as the research object, takes the intelligent design of intangible cultural heritage needlework space in Changzhou City as the research goal, analyzes the current situation of needlework space design and the development and application status of intelligent design technology, and uses design to promote the development value of commercial space and realize the importance of economic value of commercial space. The qualitative research method was used to collect relevant policy and literature research data, and the quantitative research used questionnaires and evaluation forms to analyze the characteristics and development direction of intelligent design of commercial space in Changzhou through field research and interviews. The research results show that: 1. The intelligent design of commercial space in Changzhou is insufficient, and there is a lack of influential mature space and brand; 2. The design of Changzhou's intangible cultural heritage space should form a certain influence, so that the design of intangible cultural heritage space should be differentiated, the exhibition should be dynamic, and the technology should be intelligent, so as to build a future technical system for the design of Changzhou's intangible cultural heritage commercial space.

The Effectiveness of Using Sensory Materials in Art Therapy in Special Elementary Schools in Guangdong Province, China

Lianyuyun Deng — 2024-12-05

As society's concern for children with Autism Spectrum Disorder (ASD) grows, finding effective treatments has become an important issue. In Guangdong Province, China, special education elementary schools provide diverse educational and therapeutic services for children with ASD, in which the use of sensory materials plays an important role in art therapy. This study investigated the use of sensory materials to enhance therapeutic effects in art therapy for children with ASD in special elementary schools in Guangdong Province, China, focusing on hand muscles, fine motor and hand-eye coordination. In addition, the introduction of sensory materials provided additional stimulation and feedback to children with ASD, enhancing their perceptual abilities and concentration. The literature review addressed art therapy, sensory integration theory, and educational challenges for children with ASD. Twenty-four children with ASD aged 6-9 years old with different severities in Guangdong Province were selected for the study to evaluate the effectiveness of sensory materials in enhancing finger fine motor movements in conjunction with questionnaires, interviews, and observational assessments by 24 parents and 10 teachers. In summary, the use of sensory materials in art therapy in special elementary school in Guangdong Province showed positive effects on children with ASD, providing new perspectives and methods for special education.

AN ANALYSIS OF STRATEGIES FOR TRANSLATING DISNEY'S ANIMATED TITLES FROM ENGLISH TO THAI

Wichuda Kunnu — 2024-12-05

The objective of this research is to analyze strategies for translating Disney's animated titles from English to Thai. We examined a total of 83 titles. The study revealed six distinct translation strategies. The findings are as follows: 1) Transliteration without enhancing the Thai language, total 26 titles (31.33%) 2) Transliteration with enhancement of the Thai language, total 17 titles (20.48%) 3) Literal translation without enhancing the Thai language - no instances found. 4) Literal translation with enhancement of the Thai language, total 5 titles (6.02%). 5) Renaming with relation to original meanings, total 11 titles (13.25%) 6) Renaming without relation to original titles, total 18 titles (21.69%). Furthermore, the study identified instances in which a total of 6 titles (7.23%) used more than one translation method. The research found that transliteration without enhancing the Thai language was the most employed translation method.