Asian Social and Educational Innovation Journal

Het Na Muang Lum (Lowland rice farming): The foundation of Tai civilization and wisdom

Tunwa Chaitieng — 2026-06-30

The Tai-Dai ethno-linguistic groups are widely distributed across diverse ecological zones in East, South, and Southeast Asia. Despite their geographical dispersion and differing socio-political contexts, they share a profound common foundation in language, culture, and worldview. This article examines the cultural ecosystem of "Het Na Muang Lum" (lowland wet-rice cultivation), which serves as a crucial cornerstone in the formation of Tai civilization. Utilizing a qualitative historical and ethno-ecological methodology, the study investigates how lowland rice farming enabled permanent settlements, facilitated rapid state-building, and shaped the spiritual and social fabric of Tai societies, distinguishing them uniquely from the dominant civilizations of China and India. The findings indicate that lowland rice farming is not merely an economic subsistence activity but an integrated system of technological, social, and spiritual wisdom that continues to define Tai identity in the modern era.

Leadership training and innovation performance of research teams at Liaoning University

Ntapat Worapongpat — 2026-06-30

This study investigates the impact of leadership training on the innovation performance of research teams at Liaoning University. It aims to examine how coaching-oriented leadership development enhances team members’ creativity, dynamic competence, and research innovation performance, and to propose an empirically validated model for improving research team effectiveness. A mixed-methods approach was employed. Quantitative data were collected from research team members using validated instruments measuring coaching leadership, member creativity, dynamic competence, and team innovation performance. Structural Equation Modeling (SEM) was applied to examine the relationships among the variables. Qualitative data were obtained through focus group interviews with administrators, research team leaders, and policy experts to complement the quantitative findings and identify practical strategies for institutional improvement. The results indicate that leadership training significantly strengthens coaching leadership behaviors, which directly improve research team innovation performance and indirectly enhance it through increased member creativity and dynamic competence. The structural model demonstrated satisfactory reliability, validity, and model fit. Qualitative findings further highlighted the importance of institutional support, including resource allocation, performance evaluation systems, and organizational commitment, in maximizing the effectiveness of leadership development initiatives. This study contributes to the literature by integrating coaching leadership, member creativity, dynamic competence, and innovation performance into a comprehensive structural model in the context of higher-education research teams. The findings suggest that universities should invest in leadership development programs that promote coaching competencies, knowledge sharing, and researchers’ adaptive capabilities to enhance research productivity and innovation. Although the study is limited to Liaoning University, the proposed model provides a valuable foundation for future research across different universities, regions, and cultural contexts.

The role of activity-based costing systems in enhancing the competitiveness of small and medium-sized enterprises (SMEs)

Wichuta Sakunaroungsri — 2026-06-30

In contemporary Thai society, small and medium-sized enterprises (SMEs) face increasingly fierce competition and rapid economic changes. Businesses need to adapt by adopting technology and developing management systems related to cost control and analysis to enhance their competitiveness. SMEs play a vital role in supporting Thailand's economic stability by generating income, creating jobs, and improving the quality of life for its citizens. SME owners should prioritize reducing the costs of non-value-adding activities while simultaneously improving the quality of their products and services. Activity-Based Costing (ABC) is a crucial tool for SMEs to improve their competitiveness by shifting from traditional costing to calculating costs based on actual activities. This reveals the true cost of goods and services, reduces hidden costs, and decreases the costs of non-value-adding activities, leading to more appropriate pricing. This concept can be integrated through the ABC-S (Activity-Based Costing for Strategy) model, which systematically explains the linkages from activity analysis leading to accurate budgeting, efficient cost control, and ultimately creating a strategic advantage. This process demonstrates that using ABC not only helps SMEs "see true costs" but also enables them to "control costs and make accurate decisions." And to compete sustainably,” this is considered important knowledge that helps enhance the potential and competitiveness of small businesses in the long term.

Enhancing community products through cultural capital to increase economic value in Khlong Nam Sai subdistrict, Sa Kaeo province

Sawitee Photjapoh — 2026-06-30

The research entitled "Enhancing Community Products Based on Cultural Capital to Increase Economic Value in Khlong Nam Sai Subdistrict, Sa Kaeo Province" had two main objectives. The first was to develop community products from local wisdom and resources to add value and a unique local identity. The second was to enhance the income and quality of life of grassroots communities in Khlong Nam Sai Subdistrict for sustainable self-reliance. The study used Participatory Action Research (PAR). The target group included 25 participants. It consisted of women's weaving groups, elderly groups, OTOP Nawatwithi groups, community leaders, and network partners, who were selected through purposive sampling. The research instruments were in-depth interviews, focus group discussions, and observation forms. Data were analyzed using content analysis. Data reliability was checked through methodological triangulation. The findings revealed that the Khlong Nam Sai community has strong cultural capital and local wisdom. These could be effectively used to develop community products, especially using coconut husks for natural fabric dyeing and local herbs such as Chaya leaves (Cnidoscolus aconitifolius). These resources were used to develop prototype products. Examples include batik shirts, Lai Khor patterned fabric bags, herbal compress balls, and Chaya herbal tea. The products reflected local identity and increased product value. The integrated collaboration among the university, local government, and network partners improved the community's income and quality of life. The community set up occupational groups to commercialize prototype products. These are marketed as cultural tourism souvenirs and sold through online platforms. These initiatives generate income, reduce local inequality, and build management skills and shared entrepreneurship among community members. This forms a strong foundation, enabling the community to become self-reliant and sustainably support the grassroots economy.

Drivers of medical tourism intention toward private hospitals in Bangkok

Pattarapon Chummee — 2026-06-30

Medical tourism has re-emerged as a dynamic segment of the global healthcare and tourism industries, particularly in leading Asian hubs such as Bangkok. This study aims to examine the determinants of Medical Tourism Intention (MTI) toward private hospitals in Bangkok by developing and empirically validating an integrated structural model. Drawing upon service quality theory, destination image literature, and value-based consumer behavior frameworks, the conceptual model incorporates Healthcare Service Quality (HSQ), Destination Image (DI), Cost Advantage (CA), Trust in Medical Provider (TR), Perceived Value (PV), and Medical Tourism Intention (MTI). A quantitative research design was employed using a cross-sectional survey of 520 international medical tourists and prospective foreign patients who had received, or intended to receive, treatment at private hospitals in Bangkok. Data were analyzed using covariance-based Structural Equation Modeling (SEM) to assess both measurement and structural components. Confirmatory factor analysis (CFA) demonstrated strong convergent validity, discriminant validity, and internal consistency across all constructs, with standardized factor loadings ranging from 0.71 to 0.91. The measurement and structural models exhibited satisfactory goodness-of-fit indices (χ²/df = 2.34, GFI = 0.91, CFI = 0.95, TLI = 0.94, RMSEA = 0.053, SRMR = 0.046), confirming model adequacy. Structural path analysis revealed that Healthcare Service Quality (β = 0.42), Destination Image (β = 0.31), and Cost Advantage (β = 0.18) exert significant positive direct effects on Trust in Medical Provider. Trust, in turn, demonstrated a strong direct effect on Perceived Value (β = 0.63), establishing it as a critical mediating mechanism. Perceived Value emerged as the most proximal determinant of Medical Tourism Intention (β = 0.72), fully mediating the relationships between trust and behavioral intention. Indirect effect analysis further indicated that Healthcare Service Quality exerts the strongest total influence on Medical Tourism Intention through sequential mediation (TR → PV), followed by Destination Image and Cost Advantage. The findings contribute to medical tourism theory by integrating healthcare performance attributes and destination-related factors within a unified SEM framework at the urban level. Practically, the results highlight the strategic importance of enhancing service quality and institutional trust to strengthen perceived value and reinforce Bangkok’s competitiveness in the global medical tourism market.

Perception and emotion regulation behaviors of so-cial media users during the Thai - Cambodian border crisis: A conceptual review

Wanchalerm Srirattana — 2026-06-30

This article aims to explain and analyze the perception and emotion regulation behaviors of social media users during the Thai-Cambodian border crisis. It focuses on the interrelationship between public perception, communication, and the critical use of social media within a context where information and emotional responses directly influence public attitudes and decision-making. Drawing upon theoretical frameworks of perception, emotion regulation, and media literacy, the paper explores how individuals' behavioral responses to media stimuli reflect their ability to manage emotions under crisis conditions. As a conceptual paper, this study employs a systematic qualitative synthesis of existing communication paradigms and stress-coping literature. The analysis highlights that critical and mindful emotion regulation behaviors play a crucial role in mitigating social conflict, fostering collective understanding, and supporting effective crisis communication management. Furthermore, the study provides implications for communication strategies and policy development to encourage responsible and constructive media engagement in future crises.