Search results for: Thai Royal Barges.

Authors: Amon Lasomboon

Abstract:

Since the world printing industry has to confront globalization with a constant change, the Thai printing industry, as a small but increasingly significant part of the world printing industry, cannot inevitably escape but has to encounter with the similar change and also the need to revamp its production processes, designs and technology to make them more appealing to both international and domestic market. The essential question is what is the Thai competitive edge in the printing industry in changing environment? This research is aimed to study the Thai level of competitive edge in terms of marketing, technology, environment friendly, and the level of satisfaction of the process of using printing machines. To access the extent to which is the trends in competitiveness of Thai printing industry, both quantitative and qualitative study were conducted. The quantitative analysis was restricted to 100 respondents. The qualitative analysis was restricted to a focus group of 10 individuals from various backgrounds in the Thai printing industry. The findings from the quantitative analysis revealed that the overall mean scores are 4.53, 4.10, and 3.50 for the competitiveness of marketing, the competitiveness of technology, and the competitiveness of being environment friendly respectively. However, the level of satisfaction for the process of using machines has a mean score only 3.20. The findings from the qualitative analysis have revealed that target customers have increasingly reordered due to their contentment in both low prices and the acceptable quality of the products. Moreover, the Thai printing industry has a tendency to convert to ambient green technology which is friendly to the environment. The Thai printing industry is choosing to produce or substitute with products that are less damaging to the environment. It is also found that the Thai printing industry has been transformed into a very competitive industry which bargaining power rests on consumers who have a variety of choices.

Keywords: Competitiveness, Printing Industry

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Authors: P. Jomsri

Abstract:

Currently, the sources of cultures and tourist attractions are presented in online documentary form only. In order to make them more virtual, the researcher then collected and presented them in the form of Virtual Temple. The prototype, which is a replica of the actual location, was developed to the website and allows people who are interested in Rattanakosin Island can see in form of Panorama Pan View. By this way, anyone can access the data and appreciate the beauty of Rattanakosin Island in the virtual model like the real place.

The result from the experiment showed that the levels of the knowledge on Thai temples in Rattanakosin Island increased; moreover, the users were highly satisfied with the systems. It can be concluded that virtual temples can support to publicize Thai arts, cultures and travels, as well as it can be utilized effectively.

Keywords: Virtual sightseeing, rattanakosin island, Thai temples.

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Authors: Kaniknun Photchong, Phusit Phukamchanoad

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The objective of this research is to study the people’s level of participation in activities of the community, their satisfaction towards the community, the attachment they have to the community, factors that influence the attachment, as well as the characteristics of the relationships of military families’ of the Royal Guards community of Dusit District. The method used was non-probability sampling by quota sampling according to people’s age. The determined age group was 18 years or older.

One set of a sample group was done per family. The questionnaires were conducted by 287 people. Snowball sampling was also used by interviewing people of the community, starting from the Royal Guards Community’s leader, then by 20 of the community’s well-respected persons. The data was analyzed by using descriptive statistics, such as arithmetic mean and standard deviation, as well as by inferential statistics, such as Independent - Samples T test (T-test), One-Way ANOVA (F-test), Chi-Square. Descriptive analysis according to the structure of the interview content was also used. The results of the research is that the participation of the population in the Royal Guards Community in various activities is at a medium level, with the average participation level during Mother’s and Father’s Days. The people’s general level of satisfaction towards the premises of the Royal Guards Community is at the highest level.

The people were most satisfied with the transportation within the community and in contacting with people from outside the premises. The access to the community is convenient and there are various entrances. The attachment of the people to the Royal Guards Community in general and by each category is at a high level. The feeling that the community is their home rated the highest average. Factors that influence the attachment of the people of the Royal Guards Community are age, status, profession, income, length of stay in the community, membership of social groups, having neighbors they feel close and familiar with, and as well as the benefits they receive from the community. In addition, it was found that people that participate in activities have a high level of positive relationship towards the attachment of the people to the Royal Guards Community. The satisfaction of the community has a very high level of positive relationship with the attachment of the people to the Royal Guards Community.

The characteristics of the attachment of military families’ is that they live in big houses that everyone has to protect and care for, starting from the leader of the family as well as all members. Therefore, they all love the community they live in. The characteristics that show the participation of activities within the community and the high level of satisfaction towards the premises of the community will enable the people to be more attached to the community. The people feel that everyone is close neighbors within the community, as if they are one big family.

Keywords: Activities, Attachment, Community, Royal Guards, Satisfaction.

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Authors: P. Phokharatkul, K. Sankhuangaw, S. Somkuarnpanit, S. Phaiboon, C. Kimpan

Abstract:

Much research into handwritten Thai character recognition have been proposed, such as comparing heads of characters, Fuzzy logic and structure trees, etc. This paper presents a system of handwritten Thai character recognition, which is based on the Ant-minor algorithm (data mining based on Ant colony optimization). Zoning is initially used to determine each character. Then three distinct features (also called attributes) of each character in each zone are extracted. The attributes are Head zone, End point, and Feature code. All attributes are used for construct the classification rules by an Ant-miner algorithm in order to classify 112 Thai characters. For this experiment, the Ant-miner algorithm is adapted, with a small change to increase the recognition rate. The result of this experiment is a 97% recognition rate of the training set (11200 characters) and 82.7% recognition rate of unseen data test (22400 characters).

Keywords: Hand written, Thai character recognition, Ant-mineralgorithm, distinct feature.

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Authors: Pibool Waijittragum

Abstract:

The purpose of this paper is to synthesize the research result of brand Identities of Thai Halal brands which related to the way of life for Thai Muslims. The results will be transforming to Thai Halal Brands packaging and label design. The expected benefit is an alternative of marketing strategy for brand building process for Halal products in Thailand. Four elements of marketing strategies which necessary for the brand identity creation is the research framework: consists of Attributes, Benefits, Values and Personality. The research methodology was applied using qualitative and quantitative; 19 marketing experts with dynamic roles in Thai consumer products were interviewed. In addition, a field survey of 122 Thai Muslims selected from 175 Muslim communities in Bangkok was studied. Data analysis will be according to 5 categories of Thai Halal product: 1) Meat 2) Vegetable and Fruits 3) Instant foods and Garnishing ingredient 4) Beverages, Desserts and Snacks 5) Hygienic daily products.

The results will explain some suitable approach for brand Identities of Thai Halal brands as are: 1) Benefit approach as the characteristics of the product with its benefit. The brand identity created transform to the packaging design should be clear and display a fresh product 2) Value approach as the value of products that affect to consumers’ perception. The brand identity created transform to the packaging design should be simply look and using a trustful image 3) Personality approach as the reflection of consumers thought. The brand identity created transform to the packaging design should be sincere, enjoyable, merry, flamboyant look and using a humoristic image.

Keywords: Marketing strategies, Brand identity, Packaging and Label Design, Thai Halal products.

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Authors: Somchai Supattarakul, Anya Khanthavit

Abstract:

This study aims at providing empirical evidence on a comparison of two equity valuation models: (1) the dividend discount model (DDM) and (2) the residual income model (RIM), in estimating equity values of Thai firms during 1995-2004. Results suggest that DDM and RIM underestimate equity values of Thai firms and that RIM outperforms DDM in predicting cross-sectional stock prices. Results on regression of cross-sectional stock prices on the decomposed DDM and RIM equity values indicate that book value of equity provides the greatest incremental explanatory power, relative to other components in DDM and RIM terminal values, suggesting that book value distortions resulting from accounting procedures and choices are less severe than forecast and measurement errors in discount rates and growth rates. We also document that the incremental explanatory power of book value of equity during 1998-2004, representing the information environment under Thai Accounting Standards reformed after the 1997 economic crisis to conform to International Accounting Standards, is significantly greater than that during 1995-1996, representing the information environment under the pre-reformed Thai Accounting Standards. This implies that the book value distortions are less severe under the 1997 Reformed Thai Accounting Standards than the pre-reformed Thai Accounting Standards.

Keywords: Dividend Discount Model, Equity Valuation Model, Residual Income Model, Thai Stock Market

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Authors: C. Kridtayopas, W. Danvilai, P. Sopannarath, A. Kayan, W. Loongyai

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Both Betong chicken (KU Line) and Thai Native chickens were the high quality of the meat and low carcass fat compared to broiler chickens. The objective of this study was to determine the growth performance, carcass characteristic, meat quality and association of polymorphism in the ApoVLDL-II gene with fat accumulation in the female broiler, Thai Native and Betong (KU line) chickens at 4-14 weeks. The chickens were used and reared under the same environment and management (100 chicks per breed). The results showed that body weight (BW) of broiler chickens was significantly higher than Thai Native and Betong (KU line) chickens (P < 0.01) through all the experiment. At 4-8 weeks of age, feed conversion ratio (FCR) of broiler chickens was significantly better than Thai Native and Betong (KU line) chickens (P < 0.01), then increased at week 8-14. The percentage of breast, abdominal fat and subcutaneous fat of broiler chickens was significantly greater than Thai Native and Betong (KU line) chickens (P < 0.01). However, Thai Native chickens showed the highest percentage of liver (P < 0.01) when compared to other breeds. In addition, the percentage of wing of Thai Native and Betong (KU line) chickens were significantly (P < 0.01) higher than broiler chickens. Meat quality was also determined and found that, pH of breast meat left from slaughter 45 minutes (pH45) and 24 hours (pH24) of broiler was significantly higher than Thai Native and Betong (KU line) (P < 0.01) whereas the percentage of drip loss, thawing loss, cooking loss and shear force was not significantly different between breeds. The polymerase chain reaction-restriction fragment length polymorphism (PCR-RFLP) technique was used to genotype the polymorphism in the ApoVLDL-II gene in the broiler, Thai Native and Betong (KU line) chickens. The results found that, the polymorphism in the ApoVLDL-II gene at VLDL6 loci was not associated with fat accumulation in those studied population.

Keywords: ApoVLDL-II Gene, Betong (KU line) chickens, broiler chickens, carcass characteristic, growth performance, meat quality, Thai Native Chickens.

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Authors: C. Noknoi, W. Boripunt, K. Boomid, S. Suwitphanwong

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This research studies the factors influencing the wages of native workers in Thailand's construction industry. The sample used comprised some 156 native construction workers from Songkhla Province, Thailand. The utilized research instrument was a questionnaire, with the data being analyzed according to frequency, percentage, and regression analysis. The results revealed that in general, native Thai construction workers are generally married males aged between 26 and 37 years old. They typically have four to six years of education, are employed as laborers with an average salary of 4,000–9,200 baht per month, and have fewer than five years of work experience. Most Thai workers work five days a week. Each establishment typically has 10–30 employees, with fewer than 10 of these being migrant workers in general. Most Thai workers are at a 20% to 40% risk from work, and they have never changed employer. The average wage of Thai workers was found to be 10,843.03 baht per month with a standard deviation of 4,898.31 baht per month. Hypothesis testing revealed that position, work experience, and the number of times they had switched employer were the factors most affecting the wages of native Thai construction workers. These three factors alone explain the salaries of Thai construction workers at 51.9%.  

Keywords: Construction industry, native workers, Thailand, wages.

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Authors: Pison S.

Abstract:

The objective of presenting this article is to analyze between Thai’s film and Thai society in political crisis, to study the development and trend of the film which reflects society in Thailand from political crisis of 14 October 1973 and the present day political crisis using a comparative study of the two era, both the similarities and differences in the film reflects the society in an era of change.

Keywords: Film, Political, Neo Realism, Thailand.

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Authors: Somchai Seviset, Lin Jian Qun

Abstract:

Amarindra-vinitchai-mahaisuraya Bhiman throne hall is one of the most significant throne halls in the grand palace in the Ratthanakosin city situated in Bangkok, Thailand. This is the first group of throne halls built in order to serve as a place for meetings, performing state affairs and royal duties until the present time. The structure and pattern of architectural design including the decoration and interior design of the throne hall obviously exhibits and convey the status of the king under the context of Thai society in the early period of Ratthanakosin era. According to the tradition of ruling the kingdom in absolute monarchy which had been in place since Ayutthaya era (A.D.1350-1767), the king was deemed as Deva Raja, the highest power and authority over the kingdom and as the greatest emperor of the universe (Chakkravatin). The architectural design adopted the concept of “Prasada" or Viman which served as the dwelling place of the gods and was presented in the form of “Thai traditional architecture" For the interior design of the throne hall, it had been adopted to be the heaven and the centre of the Universe in line with the cosmological beliefs of ancient people described in scripture Tribhumikatha (Tri Bhumi) written by Phra Maha Thamma Raja (Phraya Lithai) of the Sukhothai era (A.D.1347-1368). According to this belief, the throne hall had been designed to represent mount Meru, the central of the universe. On the top end of Mount Meru is situated the Viman and dwelling place of Indra who is the king of gods according to the idea of Deva Raja (the king god Avatar). At the same time, Indra also existed as the king of the universe simultaneously.

Keywords: Amarindra-vinitchai-mahaisuraya Bhiman throne hall, throne hall architecture, grand palace, Thai traditional architecture, Ratthanakosin era

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Authors: W. Srinuttrakul, V. Permnamtip

Abstract:

Toxic elements in rice samples are great concern in Thailand because rice (Oryza sativa) is a staple food for Thai people. Furthermore, rice is an economic crop of Thailand for export. In this study, the concentrations of arsenic (As), cadmium (Cd) and lead (Pb) in rice samples collected from the paddy fields in the northern, northeastern and southern regions of Thailand were determined by inductively coupled plasma mass spectrometry. The mean concentrations of As, Cd and Pb in 55 rice samples were 0.112±0.056, 0.029±0.037 and 0.031±0.033 mg kg^-1, respectively. All rice samples showed As, Cd and Pb lower than the limit data of Codex. The estimated daily intakes (EDIs) of As, Cd, and Pb from rice consumption were 0.026±0.013, 0.007±0.009 and 0.007±0.008 mg day^-1, respectively. The percentage contribution to Provisional Tolerable Weekly Intake (PTWI) values of As, Cd and Pb for Thai male (body weight of 69 kg) was 17.6%, 9.7%, and 2.9%, respectively, and for Thai female (body weight of 57 kg) was 21.3%, 11.7% and 3.5%, respectively. The findings indicated that all studied rice samples are safe for consumption.

Keywords: Arsenic, cadmium, ICP-MS, lead, rice.

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Authors: Muhammad Anjum Aqueel, Zaighum Abbas, Mubasshir Sohail, Muhammad Abubakar, Hafiz Khurram Shurjeel, Abu Bakar Muhammad Raza, Muhammad Afzal, Sami Ullah

Abstract:

Keeping in view the increasing demand, queen of Apis mellifera L. (Hymenoptera: Apidae) was reared artificially in this experiment at varying diets including royal jelly. Larval duration, pupal duration, weight, and size of pupae were evaluated at different diets including royal jelly. Queen larvae were raised by Doo Little grafting method. Four different diets were mixed with royal jelly and applied to larvae. Fructose, sugar, yeast, and honey were provided to rearing queen larvae along with same amount of royal jelly. Larval and pupal duration were longest (6.15 and 7.5 days, respectively) at yeast and shortest on honey (5.05 and 7.02 days, respectively). Heavier and bigger pupae were recorded on yeast (168.14 mg and 1.76 cm, respectively) followed by diets having sugar and honey. Due to production of heavier and bigger pupae, yeast was considered as best artificial diet for the growing queen larvae. So, in the second part of experiment, different amounts of yeast were provided to growing larvae along with fixed amount (0.5 g) of royal jelly. Survival rates of the larvae and queen bee were 70% and 40% in the 4-g food, 86.7% and 53.3% in the 6-g food, and 76.7% and 50% in the 8-g food. Weight of adult queen bee (1.459±0.191 g) and the number of ovarioles (41.7±21.3) were highest at 8 g of food. Results of this study are helpful for bee-keepers in producing fitter queen bees.

Keywords: Apis melifera L., dietary effect, survival and development, honey bee queen.

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Authors: Toby Gibbs, Glen Craigie, Suwaree Yordchim

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The Speexx results revealed four main factors affecting the success of 190 Thai sophomores as follows: 1) Future English training should be pursued in applied Speexx development. 2) Thai students didn’t see the benefit of having an Online Language Training Program. 3) There is a great need to educate the next generation of learners on the benefits of Speexx within the community. 4) A great majority of Thai Sophomores didn't know what Speexx was. A guideline for self-reliance planning consisted of four aspects: 1) Development planning: by arranging groups to further improve English abilities with the Speexx Language Training program and encourage using Speexx into every day practice. Local communities need to develop awareness of the usefulness of Speexx and share the value of using the program among family and friends. 2) Humanities and Social Science staff should develop skills using this Online Language Training Program to expand on the benefits of Speexx within their departments. 3) Further research should be pursued on the Thai Students progression with Speexx and how it helps them improve their language skills with Business English. 4) University’s and Language centers should focus on using Speexx to encourage learning for any language, not just English.

Keywords: Ability, Comprehension, Sophomore, Speexx.

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Authors: Orose Rugchati, Kanita Thanacharoenchanaphas

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This research studied the simulation of increased ambient ozone to estimate nutrient content and genetic changes in two Thai soybean cultivars (Chiang Mai 60 and Srisumrong 1). Ozone stress conditions affected proteins and lipids. It was found that proteins decreased, but lipids increased. Srisumrong 1 cultivars were more sensitive to ozone stress than Chiang Mai 60 cultivars. The effect of ozone stress conditions on plant phenotype and genotype was analyzed using the AFLP technique for the 2 Thai soybean cultivars (Chiang Mai 60 and Srisumrong 1).

Keywords: simulation, ambient ozone estimate, nutrient content, genetic changes , Thai soybean

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Authors: Waralak Vongdoiwang Siricharoen, Nattanun Siricharoen

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The objectives of this study are to determine the role of media that influence the values, attitudes and behaviors of Thai youths. Analytical qualitative research techniques were used for this purpose. Data collection based techniques was used which were individual interviews and focus group discussions with journalists, sample of high school and university students, and parents. The results show that “Social Media" is still the most popular media for Thai youths. It is also still in the hands of the marketing business and it can motivate Thai youths to do so many things. The main reasons of media exposure are to find quality information that they want quickly, get satisfaction and can use social media to get more exciting and to build communities. They believe that the need for media and information literacy skills is defined as making judgments, personal integrity, training of family and the behavior of close friends.

Keywords: Media and Information Literacy, Making Judgments, Personal integrity, Behavior of close friends

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Authors: Puntani Pongsumpun, I-Ming Tang

Abstract:

The most Malaria cases are occur along Thai-Mynmar border. Mathematical model for the transmission of Plasmodium falciparum and Plasmodium vivax malaria in a mixed population of Thais and migrant Burmese living along the Thai-Myanmar Border is studied. The population is separated into two groups, Thai and Burmese. Each population is divided into susceptible, infected, dormant and recovered subclasses. The loss of immunity by individuals in the infected class causes them to move back into the susceptible class. The person who is infected with Plasmodium vivax and is a member of the dormant class can relapse back into the infected class. A standard dynamical method is used to analyze the behaviors of the model. Two stable equilibrium states, a disease-free state and an epidemic state, are found to be possible in each population. A disease-free equilibrium state in the Thai population occurs when there are no infected Burmese entering the community. When infected Burmese enter the Thai community, an epidemic state can occur. It is found that the disease-free state is stable when the threshold number is less than one. The epidemic state is stable when a second threshold number is greater than one. Numerical simulations are used to confirm the results of our model.

Keywords: Basic reproduction number, Burmese, local stability, Plasmodium Vivax malaria.

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Authors: Nattapong Techarattanased

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This research paper aimed to identify determinants of airline service quality on passengers’ repeated purchase of service. The population of this study was Thai passengers flying domestic flights with Thai Airways, making a total of 300 samples. These 300 samples participated in this research by answering a collection of questions by means of a questionnaire. An analysis of means score and multiple regression revealed that perceived service quality for tangible elements, reliability, responsiveness, assurance and empathy had determined repeated purchase of flight service of the passengers at a high level. Moreover, reliability and responsiveness factors could predict the passengers’ repeated purchase of flight service at the percentage of 30.6. The findings gave a signal that Thai Airways may consider a development of route network and fleet strategy as well as an establishment of aircraft and seat qualification to meet passengers’ needs and requirements. Passengers’ level of satisfaction could also be maximized by offering service value through various kinds of special deals and programs, whereas value- added pricing strategy should be considered in order to differentiate from and beat other leading airline competitors.

Keywords: Service Quality, Repeated Purchase.

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Authors: Boonyarat Chaleephay

Abstract:

The purpose of this research paper was to describe the relationship of acupressure points on the anterior surface of the upper limb in accordance with Applied Thai Traditional Massage (ATTM) and the deep structures located at those acupressure points. There were 2 population groups; normal subjects and cadaver specimens. Eighteen males with age ranging from 20-40 years old and seventeen females with ages ranging from 30-97 years old were studies. This study was able to obtain a fundamental knowledge concerning acupressure point and the deep structures that related to those acupressure points. It might be used as the basic knowledge for clinically applying and planning treatment as well as teaching in ATTM.

Keywords: Acupressure point (AP), Applie Thai Traditional Medicine (ATTM), Paresthesia, Numbness.

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Authors: Waratta Authayarat, Hiroyuki Umemuro

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This study aims to explore the differences and similarities in perceptions of affective climate antecedents at the workplace (intimacy, flexibility, employment stability, and team) among Japanese and Thai Generations X and Y. The samples in this study were Thai and Japanese workers who completed a work environment questionnaire and provided demographic information. Generational differences in perceptions (beliefs) of what factors contribute to affective climate were investigated using t-test analysis. Mean scores for each antecedent were ranked to determine how each generation in each group prioritized the importance of all affective climate antecedents. Japanese Generation Y perceived the importance of employment stability for affective climate of their workplaces to be significantly higher than did Japanese Generation X. Thai Generation Y considered flexibility with a higher priority than did Thai Generation X. Intimacy was perceived as highly important across generations and countries in regard to affective climate. Results suggest that managers should design workplaces for a mixture of diverse generations, resulting in a better affective climate. Differences in the importance of antecedents for affective climate among Generations X and Y in two countries were clarified. In addition, different preferences regarding work environment across Japanese Generations X and Y and Thai Generations X and Y were discussed.

Keywords: Affective Climate, Employee, Generational Differences, Workplace

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Authors: Suwaree Yordchim, Toby J. Gibbs

Abstract:

The linguistic competence of Thai university students majoring in Business English was examined in the context of knowledge of English language inflection, and also various linguistic elements. Errors analysis was applied to the results of the testing. Levels of errors in inflection, tense and linguistic elements were shown to be significantly high for all noun, verb and adjective inflections. Findings suggest that students do not gain linguistic competence in their use of English language inflection, because of interlanguage interference. Implications for curriculum reform and treatment of errors in the classroom are discussed.

Keywords: Interlanguage, error analysis, inflection, second language acquisition, Thai students.

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Authors: Sansanee Jasuwan

Abstract:

Thai and Vietnamese music had been influenced and inspired by the traditional Chinese music. Whereby the differences of the tuning systems as well as the music modes are obviously known . The research examined the character of musical instruments, songs and culture between Thai and Vietnamese. An analyzing of songs and modes and the study of tone vibration as well as timbre had been done accurately. This qualitative research is based on documentary and songs analysis, field study, interviews and focus group discussion of Thai and Vietnamese masters. The research aims are to examine the musical instruments and songs of both Thai and Vietnamese as well as the comparison of the sounding system between Thailand and Vietnam. The finding of the research has revealed that there are similarities in certain kinds of instruments but differences in the sound systems regarding songs and scale of Thailand and Vietnam. Both cultural musical instruments are diverse and synthetic combining native and foreign inspiring. An integral part of Vietnam has been highly impacted by Chinese musical convention. Korea, Mongolia and Japan music have also play an active and effectively influenced as their geographical related. Whereas Thailand has been influenced by Chinese and Indian traditional music. Both Thai and Vietnamese musical instruments can be divided into four groups: plucked strings, bowed strings, winds and percussion. Songs from both countries have their own characteristics. They are playing a role in touching people heart in ceremonies, social functions and an essential element of the native performing arts. The Vietnamese music melodies have been influenced by Chinese music and taken the same character as Chinese songs. Thai song has specific identity and variety showed in its unique melody. Pentatonic scales have effectively been used in composing Thai and Vietnamese songs, but in different implementing concept.

Keywords: Music sound system, Thailand, Vietnam.

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Authors: Pimmada Wichasin, Nuntiya Doungphummes

Abstract:

While service quality is acceptably most valued in the tourism industry, the issue of safety and security plays a key role in sustaining the industry success. Such an issue has been part of Thailand-s tourism development and promotion for several years. Evidently, the Tourist Police Department was set up for this purpose. Its main responsibility is to deal with international tourists- safety and confidence in travelling within Thai territory. However, to strengthen the tourism safety of the country, it is important to better understand international tourists- safety concerns about Thailand. This article seeks to compare international tourists- safety needs and Thai tourist polices- perception towards the tourists- safety concern to determine what measure should be taken to assure the tourist of Thailand-s secure environment. Through the employment of quantitative and qualitative methodological approaches, the tourism safety need of international tourists from Europe, North America and Asia was excavated, how Thai tourist polices and local polices perceived the international tourist-s safety concern was investigated, and opinion and experiences about how the police deal with international tourists- problems in eight touristic areas were also explored. A comparative result reveals a certain degrees of differences in international tourists- safety needs and Thai polices- perception towards their needs. The tourism safety prevention and protection measure and practice are also suggested.

Keywords: Tourism risk, Tourism safety, Travel safety need, Travelling in Thailand

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Authors: Sittichai Charoensettasilp, Chong Wu

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This study employs sampling of 400 Thai people who live in Bangkok and have used air transportation to travel. A random convenience sampling technique is used to collect data. The results found that at 0.05 significance level the differences of means of Thai consumers’ expectations (before) and satisfaction (after) receiving services in the service marketing mix, the results of all aspects are different both in general and for each aspect of the service marketing mix. Average levels of expectations before receiving services are higher than satisfaction after receiving services in all aspects, as well. When analyzing further to the correlation between average means, the means of expectations before receiving services are higher than those of satisfaction after receiving services in general. As in all aspects of the service marketing mix, any aspect that has a big difference between expectations before receiving services and satisfaction after receiving services has low correlation.

Keywords: Domestic Low-Cost Airlines, Expectation Before Receiving Services, Relationship, Satisfaction After Receiving Services, Thai Consumers.

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Authors: Supaporn Wimonchailerk

Abstract:

This research aims to study how to design and create the media to promote Thai cuisine. The study used qualitative research methods by using in-depth interview 3 key informants who have experienced in the production of food or cooking shows in television programs with an aspect of acknowledging Thai foods. The results showed that visual presentation is divided into four categories. First, the light meals should be presented in details via the close-up camera with lighting to make the food look more delicious. Then the curry presentation should be arranged a clear and crisp light focus on a colorful curry paste. Besides the vision of hot steam floating from the plate and a view of curry spread on steamed rice can call great attentions. Third, delivering good appearances of the fried or spicy foods, the images must allow the audiences to see the shine of the coat covering the texture of the food and the colorful of the ingredients. Fourth, the presentation of sweets is recommended to focus on details of food design, composition, and layout.

Keywords: Media production, television, promote, Thai cuisine.

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Authors: Jureerat Buakaew

Abstract:

The purpose of this research was to investigate Thai Muslims’ way of life through the way their clothes. The data of this qualitative research were collected from related documents and research reports, ancient cloths and clothing, and in-depth interviews with clothes owners and weavers.

The research found that in the 18^th century Thai Muslims in the three southern border provinces used many types of clothing in their life. At home women wore plain clothes. They used checked cloths to cover the upper part of their body from the breasts down to the waist. When going out, they used Lima cloth and So Kae with a piece of Pla-nging cloth as a head scarf. For men, they wore a checked sarong as a lower garment, and wore no upper garment. However, when going out, they wore Puyo Potong. In addition, Thai Muslims used cloths in various religious rites, namely, the rite of placing a baby in a cradle, the Masoyawi rite, the Nikah rite, and the burial rite. These types of cloths were related to the way of life of Thai Muslims from birth to death. They reflected the race, gender, age, social status, values, and beliefs in traditions that have been inherited.

Practical Implication: Woven in these cloths are the lost local wisdom, and therefore, aesthetics on the cloths are like mirrors reflecting the background of people in this region that is fading away. These cloths are pages of a local history book that is of importance and value worth for preservation and publicity so that they are treasured. Government organizations can expand and materialize the knowledge received from the study in accordance with government policy in supporting the One Tambon, One Product project.

Keywords: Way of life, rite of placing a baby in a cradle, Masoyawi rite, Thai Muslims.

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Authors: Kasikrit Damkliang, Athiwat Thongnuan, Suppakit Chanlert

Abstract:

This paper proposes an architectural and graphical user interface (GUI) design of a traditional Thai musical instrument application for tablet computers for practicing “Ranaad Ek" which is a trough-resonated keyboard percussion instrument. The application provides percussion methods for a player as real as a physical instrument. The application consists of two playing modes. The first mode is free playing, a player can freely multi touches on wooden bar to produce instrument sounds. The second mode is practicing mode that guilds the player to follow percussions and rhythms of practice songs. The application has achieved requirements and specifications.

Keywords: Architectural software design, GUI; traditional Thai musical instrument, percussion instrument

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Authors: Chinchira Bunchutrakun

Abstract:

The purposes of the study are to investigate the problems that the translators encountered when translating English idioms into Thai and study the strategies they applied in solving the problems. The original English version and the Thai translated version of each of two works of fiction were purposively selected for the study. The first was Mr. Maybe, written by Jane Green and translated by Montharat Songphao. The second was The Trials of Tiffany Trott, written by Isabel Wolff and translated by Jitraporn Notoda. Thirty idioms of two translated works of fiction were, then, analyzed. Questionnaires and interviews with the translators of each novel were conducted to obtain the best possible information.

The results indicated that the only type of problem that occurred was cultural problems, and these were solved differently by the two translators

Keywords: Translation, idiom translation, fiction translation, problem-solution strategies.

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Authors: Porntip Ruengtam

Abstract:

This article is an extension of previous research presenting the relevant factors related to environmental perceptions, residential community, and the design of a healing environment, which have effects on the well-being and requirements of Thai elderly. Research methodology began with observations and interviews in three case studies in terms of the management processes and environment design of similar existing projects in Thailand. The interview results were taken to summarize with related theories and literature. A questionnaire survey was designed for data collection to confirm the factors of requirements in a residential community intended for the Thai elderly. A structural equation model (SEM) was formulated to explain the cause-effect factors for the requirements of a residential community for Thai elderly. The research revealed that the requirements of a residential community for Thai elderly were classified into three groups when utilizing a technique for exploratory factor analysis. The factors were comprised of (1) requirements for general facilities and activities, (2) requirements for facilities related to health and security, and (3) requirements for facilities related to physical exercise in the residential community. The results from the SEM showed the background of elderly people had a direct effect on their requirements for a residential community from various aspects. The results should lead to the formulation of policies for design and management of residential communities for the elderly in order to enhance quality of life as well as both the physical and mental health of the Thai elderly.

Keywords: Elderly, environmental design, residential community, structural equation modeling.

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Authors: Supranee Wattanasin

Abstract:

The purpose of this research was to enhance student’s media literacy. The process was divided into 4 periods: the first phase was to hold the meeting for 100 representatives from various institutions in Thailand; the second phase allowed them to design activities to be used in their institutions; the third implemented activities to reach other target groups; and the last phase was to summarize results. It was found that the participants had clear understanding on media literacy. They knew well about the media. In other words, they knew the difference between creative media and bad ones. Students could use analytical process when searching for information. Thus, the project enabled the students to use analytical thinking skills in designing new activities. Therefore, they could creatively integrate Thai folk song with short movies and cartoons. To increase students’ media literacy, there should be chances for them to gain first-hand experience.

Keywords: Management, development, media literacy, Thai students.

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Authors: Lertchai Ratana-Arporn, Aphisith Angkhanit

Abstract:

The objective of this study was to develop safety practices which is suitable for Thai industrial operators from Incident and Injury Free, IIF to create safety behavior and reduce the un-safe records in the petroleum industry. A number of 310 technicians i.e., 295 males and 15 females, in service maintenance section participated in this program. The safety attitude level and safety behavior level for pre-attended and post-attended the developed safety practices of the technicians were evaluated using questionnaire procedure and on-site observation. After applied the developed practice program, both of the safety attitudes and safety behavior were increased to be at very good level and good level, respectively. Evaluating the follow-up unsafe records, it was found that the injury was reduced from 0.11 to 0 case/month, the medical treatment case was reduced from 0.22 to 0 case/month and the first aid case was reduced from 1 to 0.33 case/month. The developed safety working practice was successfully implemented to Thai industrial operators.

Keywords: Incident and Injury Free, safety practices, Thai industrial operators, "WeCare".

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