Journal of Thai-Chinese Social Science (JTCSS)

Investigating How Livelihood Capital Affects Farmers’ Intention to Engage in Rural Tourism

2025-07-26T22:36:47+07:00

Rural tourism provides an alternative source of income for rural households; however, the limited participation of farmers presents challenges to its sustainable development. This study, guided by the Sustainable Livelihood Framework, examines five forms of livelihood capital—human, natural, physical, financial, and social—among farmers residing near the Damu Flower Valley Scenic Area in Chongqing. The objective is to assess how these types of capital influence farmers’ intentions to engage in rural tourism. Utilizing data from structured questionnaires and household interviews, the study applies binary logistic regression and demonstrates that participation duration, household involvement, social capital, and life satisfaction significantly increase farmers’ intention to participate. Human and financial capital also exert positive influences, whereas natural and physical capital are negatively associated with participation intention. Furthermore, life satisfaction serves as a mediating variable in the relationship between social capital and farmers’ intention to participate. To enhance farmer engagement, policy interventions ought to emphasize providing vocational training and enhancing connections between farmers and tourism stakeholders.

A Study on the Evolution of Port Logistics and Regional Economic Systems in Jiangxi Province Based on a Composite System Synergy Model

2025-07-26T22:35:31+07:00

To explore the synergistic evolution characteristics between port logistics and the regional economy in Jiangxi Province, this study constructs an analytical framework based on the CRITIC weighting method and the composite system synergy model to measure the order degree and synergy degree of the two subsystems from 2012 to 2023. The results indicate that the evolution of system order exhibits a three-phase pattern: early-stage synergy enhancement, mid-stage structural dislocation, and late-stage reconvergence. The port logistics subsystem is more sensitive to policy fluctuations, while the regional economic subsystem demonstrates greater stability. The overall system synergy remains low, with significant fluctuations and an absence of a stable coordination mechanism. Although key policies have promoted the modernization of port logistics, the delayed adjustment of the regional economic structure, inefficient factor circulation, and policy lag have constrained the sustained release of synergistic effects. This study enriches the theoretical framework of regional coordinated development and port logistics interaction, providing empirical insights for policy optimization.

Factors Influencing Tourists’ Purchase Intention of Jingdezhen Ceramic Cultural and Creative Products

2025-08-18T16:54:32+07:00

This research aimed to study 1) the influence mechanism of perceived value and demographic characteristics on tourists' purchase intentions for Jingdezhen ceramic cultural and creative products, 2) the differential effects of various dimensions of perceived value, and 3) the moderating role of demographic variables in purchase decisions. The sample consisted of 438 tourists visiting Jingdezhen, selected through stratified random sampling based on scenic spot types and tourist origins. The instrument for collecting data was a structured questionnaire, designed with reference to academic research and tailored to the characteristics of Jingdezhen's ceramic cultural and creative industry. Data were processed and analyzed using SPSS 26.0 and Excel, employing descriptive statistics, reliability analysis, validity analysis, and multiple regression analysis. The research results were found as follows: 1) All five dimensions of perceived value (functional value, social value, emotional value, epistemic value, and conditional value) had a significant positive impact on purchase intentions, with emotional value and functional value showing the strongest effects. 2) Demographic variables such as region, gender, age, education level, income, and travel frequency exhibited significant differences in purchase intentions. 3) The study highlights the importance of integrating cultural emotion with functional practicality in product design, tailoring marketing strategies to different demographic groups, and leveraging government policy support to enhance the market competitiveness and cultural dissemination power of Jingdezhen ceramic cultural and creative products.

Service quality, Consumer Loyalty and Consumption Decision-making: A Case of Pangdonglai in Henan Province, China

2025-08-26T23:52:38+07:00

This research aimed to study 1) to examine the differences in consumer decision-making at Pangdonglai Supermarket across various demographic characteristics, including gender, marital status, age, educational attainment, monthly income, and purchase frequency; 2) to investigate the extent to which service quality influences consumers’ shopping decisions when choosing Pangdonglai Supermarket; and 3) to validate the impact of consumer loyalty on shopping decisions within the consumption context of Pangdonglai Supermarket. The sample consisted of 409 consumers who had shopped at Pangdonglai within the past year. They were selected using a two-stage sampling method, with data collected from April to July 2025 through both on-site and online surveys. The instrument was a structured questionnaire containing four parts: demographic characteristics (7 items), service quality (21 items based on the SERVQUAL model), consumer loyalty (16 items adapted from Oliver’s loyalty framework), and consumer decision-making (4 items from Zeithaml et al., 1996) All items used a five-point Likert scale, and instrument reliability and validity were confirmed through Cronbach’s alpha (0.857–0.961) and factor analysis. Data analysis employed descriptive statistics, one-way ANOVA, and multiple regression.The research results revealed that 1) demographic characteristics significantly influenced consumer decision-making, especially age, marital status, income, and shopping frequency; 2) service quality positively impacted decision-making, with tangibility and empathy as the strongest predictors, while complaint handling and safety assurance required improvement; 3) consumer loyalty had a significant effect, with cognitive and conative loyalty exerting stronger influences than affective and behavioral loyalty. The study concludes that Pangdonglai’s advantage lies in combining demographic alignment, service quality, and loyalty cultivation, thereby contributing to consumer behavior and service quality theories while offering managerial insights for regional supermarkets in China.

A Study on the Factors Influencing Turnover Intention among Faculty in Chinese Private Higher Education Institutions

2025-08-26T23:50:24+07:00

Abstract

This study investigates the factors influencing turnover intention among faculty members in private higher education institutions in China, with a focus on Fujian Province. Guided by the Job Demands–Resources (JD-R) model and Social Exchange Theory (SET), the research explores how demographic characteristics, job demands, and job resources shape faculty members’ intention to leave their institutions. A quantitative survey was administered to 400 full-time faculty members from 24 private universities, employing stratified random sampling to ensure representativeness. Descriptive statistics, ANOVA, and multiple regression analyses were conducted using SPSS 27.0. The results reveal three key findings: (1) demographic characteristics, such as age, academic rank, and income, significantly influence turnover intention; (2) high job demands—including research pressure, role conflict, and technological adaptation—exert a positive effect on turnover intention; and (3) sufficient job resources—especially collegial support, leadership support, and institutional fairness—play a protective role by reducing turnover intention, although career development support was identified as a major shortcoming. Theoretically, this study enriches the application of the JD-R model and SET within the context of Chinese private higher education, addressing a gap in the literature that has predominantly focused on public universities or Western contexts. Practically, the findings highlight the need for private institutions to reduce excessive job demands, enhance professional development pathways, and strengthen leadership and collegial support in order to improve faculty retention. Limitations of this study include its regional scope and cross-sectional design, suggesting avenues for future research involving longitudinal studies and comparative analyses across provinces.

The High-Quality Development of Guangzhou's Digital Cultural Industry

2025-06-29T22:49:21+07:00

As a product of the deep integration of culture and technology, the digital cultural industry has become the core driving force for promoting the economic transformation of cities and enhancing their cultural soft power. As a core city in the Guangdong-Hong Kong-Macao Greater Bay Area, Guangzhou has seen the rapid rise of its digital cultural industry, which has become an important force for economic growth, thanks to its cultural heritage, technological foundation and market environment. However, as Guangzhou's digital cultural industry moves towards high-quality development, it also faces challenges such as a structural shortage of high-end talents, intensified regional competition, and insufficient technological innovation and transformation capabilities. This article aims to analyze the current development status and internal logic of Guangzhou's digital cultural industry, provide references for the high-quality development of Guangzhou's digital cultural industry, and promote the overall level improvement of China's digital cultural industry.

Thoughts on the Construction of the General Education Curriculum "Health Education for Higher Educational Students"

2025-06-29T22:46:21+07:00

Under the background of the "Healthy China 2030" strategy, health education for higher educational students, as an important part of general education, its curriculum construction is of crucial significance for improving the health literacy of higher educational students. This article focuses on the construction of the general education course "Health Education for Higher Educational Students", discusses its goals and principles, analyzes the current situation and problems, and explores the construction paths. Through this research, the aim is to provide theoretical support and practical guidance for colleges and universities to improve this course, enhance students' health literacy, and promote their all-round development. Research shows that the current curriculum has problems such as an incomplete system and weak teaching staff. Improvements need to be made in aspects such as curriculum design and resource integration to meet the health needs of students in the new era.

Knowledge Graph of the Research on World Cultural and Natural Dual Heritage

2025-07-26T22:38:53+07:00

This study uses the China National Knowledge Infrastructure (CNKI) database as its data source and employs bibliometric analysis software (Citespace) to conduct a systematic analysis of literature in the field of dual cultural and natural heritage in China over the past decade (2014-2024). The results indicate that interest in this field remains strong and is continuing to grow. In terms of collaboration, although the networks of author and institutional collaboration are beginning to take shape, they remain limited in scale and have not formed closely-knit academic groups, suggesting a need for further enhancement of collaborative relationships. Regarding keyword analysis, the co-occurrence map of keywords is relatively small, and the connections between keywords are weak. Additionally, the dual heritage in the keyword clustering is the largest category. It is expected that the interest in Wutai Mountain will continue to be strong in the future. Through an in-depth analysis and exploration of existing research findings, this study enriches and enhances the knowledge landscape in this field, while also providing suggestions for future development from the perspectives of digital humanities and new productive forces.

Disciplinary Competitions Promote College Students' Innovation and Entrepreneurship: A Case Study of Chinese Language and Literature Majors

2025-07-07T19:03:52+07:00

Against the backdrop of the booming cultural and creative industries, disciplinary competitions, as an innovative form of practical teaching in liberal arts colleges, hold unique value in cultivating the innovation and entrepreneurship capabilities of Chinese language and literature majors. Based on the literature research method, this paper systematically combs through relevant theoretical achievements at home and abroad, deeply analyzes the theoretical foundation of disciplinary competitions for Chinese language and literature majors in enhancing professional literacy, cultivating practical abilities, and stimulating innovative thinking, and explores the mechanism of competitions in awakening students' entrepreneurial awareness, shaping entrepreneurial skills, and integrating entrepreneurial resources. By analyzing the problems existing in the current competition system construction, school-enterprise collaboration, and achievement transformation, this paper proposes implementation strategies for disciplinary competitions to promote innovation and entrepreneurship from three dimensions: educational concept innovation, curriculum system optimization, and policy guarantee improvement, providing theoretical references for colleges to deepen the reform of liberal arts innovation and entrepreneurship education.

Research Landscape of Ecological Civilization: A Bibliometric Analysis

2025-07-26T22:36:09+07:00

Abstracts: This study explores the research landscape of ecological civilization from 2008 to 2024 through a bibliometric analysis, examining trends, collaborative networks, and thematic development. Utilizing publications sourced from major academic databases, the study applies keyword burst analysis and visual mapping tools like CiteSpace to highlight contributions at the author, institutional, and country levels. Results indicate a significant increase in publications post-2019, mirroring heightened global interest in sustainability-driven development models. Countries such as China, the United States, and the United Kingdom are identified as leading contributors, along with institutions like Tsinghua University and Harvard University, underscoring the international collaboration in this field. Core themes identified include environmental policy, urban sustainability, biodiversity conservation, and the integration of advanced technologies, such as AI and big data, to enhance ecological governance. This study underscores the importance of quantitative analysis in tracking ecological civilization’s evolution, emphasizing the role of cross-disciplinary and international partnerships. Findings offer actionable insights for policymakers and researchers, supporting the advancement of ecological civilization principles in response to pressing environmental and social challenges.

Marx and Engels' idea of "real man" and its contemporary value - Using the German Morphology as a reference

2025-07-07T18:58:44+07:00

As the theoretical cornerstone of historical materialism, Marx and Engels systematically constructed the theory of "real man" in German Ideology through the critical transcendence of Hegel's speculative philosophy, Feuerbach's humanism and Stirner's individualism. The theory establishes its ontological provisions from three dimensions: the practical subject engaged in material production, the historical bearer of social relations, and the successor of life reproduction, thus constituting a scientific basis for analyzing the law of human social development. In contemporary practice, this theory presents three value dimensions: transforming into people-centered institutional design at the governance level, guiding the construction of a community of life between man and nature at the level of civilization, and promoting the practice of a community with a shared future for mankind at the global level, all of which jointly point to the ultimate value goal of "all-round human development". Its theoretical construction and practical extension provide fundamental value coordinates and practical guidelines for the construction of socialism with Chinese characteristics in the new era.

A Comparative Study of the Current State of Academic and Professional Master's Degree Programs in Higher Education Guided by Cognitive Networks

2025-07-26T22:21:23+07:00

Against the backdrop of the continuous development of graduate education and cognitive networks, this paper focuses on the current state of academic and professional master's degree programs in higher education, conducting a comparative analysis from the perspective of cognitive networks. First, the basic characteristics of cognitive networks—openness, interactivity, and intelligence—are elucidated. Second, from dimensions such as educational objectives and positioning, curriculum systems and teaching models, mentor guidance and learning methods, and evaluation systems and outcomes-based approaches, the differences between academic and professional master's degree programs guided by cognitive networks are thoroughly analyzed: Academic master's programs emphasize theoretical depth and research innovation, leveraging the academic platforms and resources of cognitive networks to enhance their academic capabilities; Professional master's programs emphasize practical empowerment and professional competence, leveraging the cognitive network's industry-academia integration resources and virtual simulation platforms to strengthen practical application. Based on this, the paper proposes a strategy for the分类 cultivation and collaborative innovation of academic and professional master's programs, aiming to provide theoretical support and practical guidance for optimizing the structure of graduate education and enhancing the quality of graduate training.

The Dynamics of the Relationship between the Chinese Community and Thai Urban Society: Applying Sociological and Anthropological Frameworks for Conflict Management

2025-08-18T16:49:16+07:00

This study investigates the dynamics of the relationship between the Chinese community and Thai urban society, focusing on the application of sociological and anthropological frameworks to understand and manage conflicts within multicultural urban settings. Utilizing a qualitative research approach, the study combines documentary analysis and case study methods to explore structural, cultural, and interactional factors influencing cooperation and tension between these communities. Data were collected from municipal records, policy documents, ethnographic field notes, and interviews with key informants in prominent Chinese settlements in Bangkok, Samut Sakhon, and Phuket. The findings reveal that conflicts arise not only from cultural differences but also from underlying socio-economic structures and historical contexts. The integration of sociological theories on social structures and power relations with anthropological insights into cultural meanings and daily practices provides a comprehensive understanding of the mechanisms generating both conflict and collaboration. Practical strategies identified include fostering intercultural communication spaces, encouraging participatory governance, and promoting intercultural competence among stakeholders. This research contributes theoretically to multicultural conflict management literature and offers actionable frameworks for policymakers and community leaders seeking sustainable urban coexistence in diverse societies.

Research on Innovation of Training Paths for New-Quality Media Talents in Local Universities Driven by New Productive Forces

2025-08-20T17:08:45+07:00

Against the backdrop of the intelligent transformation of the media industry driven by new productive forces, media education in local application-oriented universities faces three structural contradictions: the disconnection between the curriculum system and the technological development of the industry, the insufficient practical capabilities of the teaching staff, and the lag in the construction of practical teaching platforms. This current situation forms a significant gap with the new demands of the industry. New productive forces have not only reconstructed the media industry ecology, spawned technology-integrated positions and intelligent content production models, but also put forward new requirements for talents' interdisciplinary composite capabilities. To this end, this study proposes a "four-dimensional linkage" systematic reform plan: in terms of the curriculum system, construct a modular structure of "basic theory + professional core + cutting-edge technology + project practice"; in terms of teacher development, implement a two-way flow mechanism of "industry introduction + enterprise practice"; in terms of practical platforms, build an intelligent training environment of "virtual simulation + physical operation"; in terms of collaborative education, promote in-depth industry-university-research cooperation of "virtual simulation + physical operation". Through structural innovation on the education supply side, this reform path strives to solve the problem of matching talent cultivation with industrial needs, and provide strong talent support for the high-quality development of regional media industries.

Developing an Integrated English Reading and Writing Teaching Model for EFL Learners in China

2025-08-26T23:47:39+07:00

This paper explores the development of an integrated English reading and writing teaching model for EFL learners in Chinese universities. The study is motivated by the widespread difficulty Chinese students face in improving writing proficiency, which is often taught separately from reading and largely assigned as extracurricular homework. Drawing on existing theories of reading models, strategies, and the interrelationship between reading and writing, the research highlights the necessity of integrated instruction to enhance students’ overall literacy competence. A mixed-methods design is proposed, involving proficiency tests, questionnaires, interviews, classroom observations, and comparative teaching experiments with both traditional and integrated approaches. By combining quantitative analysis and qualitative feedback from teachers and students, the study aims to identify key instructional elements and evaluate the effectiveness of integrated pedagogy across different proficiency levels. Ultimately, this research contributes to bridging the gap in empirical studies on integrated teaching in China and provides a practical framework to support EFL learners in developing stronger academic writing skills through reading–writing synergy.