International Research E-Journal on Business and Economics

EDITORIAL

Chompu Nuangjamnong — Tue, 07 Apr 2026 00:00:00 +0000

The International Research E-Journal on Business and Economics (Creative Technology Management) (IREJBE) is an international, peer-reviewed scholarly journal published by the AU Myanmar Institute of Technology (MIT) in collaboration with the Graduate School of Business and Advanced Technology Management, Assumption University, Thailand. Since its establishment in 2016, the journal has served as a rigorous academic platform for the dissemination of high-quality research across diverse domains within business and economics.

In 2026, the journal was officially renamed from The International Research E-Journal on Business and Economics to its current title to reflect a strategic expansion of its interdisciplinary scope. This transformation aligns with evolving academic paradigms and industry developments, particularly the increasing convergence of creativity, digital technologies, and management practices. The revised scope emphasizes the integration of traditional business and economic research with emerging fields in creative technology management.

The journal’s renewed focus encompasses:

A strong foundation in Business and Economics
An expanded emphasis on Creative Technology Management
Interdisciplinary engagement with Arts, Music, Sport, and Entertainment Management
Alignment with digital transformation, innovation, and creative industries

For Volume 9, Issue 1, the journal presents six scholarly contributions that reflect this interdisciplinary direction.

The first article, titled “Factors Influencing the Selection of Spiritual Tourism Destination: A Case Study of the Memorial Park” by Ummarit Klomchitcharoen, examines the determinants influencing tourists’ decisions in selecting spiritual tourism destinations. The study explores key motivational, cultural, and experiential factors, providing insights into how destination attributes shape visitor preferences and contribute to sustainable tourism development.

The second article, “Reinterpreting Chinese Artistic Heritage in Contemporary Product Design: Integrating Cultural Identity and Design Innovation” by Hui Li, Zhe Shen, Taminee Shinasharkey, and Aaron Loh, investigates how traditional Chinese artistic elements can be reinterpreted within modern product design. The study highlights the role of cultural identity in driving innovation and demonstrates how heritage-based design contributes to both aesthetic value and market differentiation.

The third article, “Chinese Artistic Heritage and Craft through Artificial Intelligence: Cultural Identity and Design Innovation in the Midjourney Era” by Ya Zhou, Minghui Li, and Chompu Nuangjamnong, explores the application of artificial intelligence—particularly generative tools such as Midjourney—in preserving and transforming traditional crafts. The research emphasizes the intersection between AI-driven creativity and cultural sustainability, offering a novel perspective on digital heritage innovation.

The fourth article, “Designing a Professional Learning Community (PLC) to Improve Teaching Effectiveness at St. Gabriel College: A Case Study of Teachers in the English Program” by Masini Kaswamili and Kitikorn Dowpiset, examines the implementation of PLC frameworks in educational settings. The study evaluates how collaborative professional development enhances teaching practices and learning outcomes, particularly within language education contexts.

The fifth article, “The Impact of AI-Driven Recommender Systems on Consumer Behavior in Thailand: The Roles of Trust and Satisfaction” by Babak Jahed, Taminee Shinasharkey, and Poonphon Suesaowaluk, investigates how AI-powered recommendation systems influence consumer decision-making. The findings highlight the mediating roles of trust and satisfaction in shaping behavioral intentions, offering valuable implications for digital marketing and e-commerce strategies.

The sixth article, “AI-Enhanced Immersive Learning for Intangible Cultural Heritage: The Case of Chinese Paper-Cutting” by Zhe Shen, Zhang Jin, Lei Wang, and Yulong Li, explores the integration of artificial intelligence and immersive technologies in cultural heritage education. The study demonstrates how AI-driven interactive learning environments can enhance cultural understanding and engagement, particularly in preserving intangible cultural practices.

Collectively, the articles in this issue reflect the journal’s commitment to advancing interdisciplinary research at the intersection of business, economics, and creative technology management. They offer theoretical contributions and practical insights that address contemporary challenges in digital transformation, cultural innovation, and sustainable development.

Factors influencing the Selection of Spiritual Tourism Destination : A case study of the Memorial Park

Ummarit Klomchitcharoen — Tue, 07 Apr 2026 00:00:00 +0000

The tourism industry plays a significant role in national and global economic development by contributing to income generation, employment, and regional growth. In recent years, spiritual tourism has emerged as an important yet underexplored tourism segment in Thailand. This study investigates the relationships among tourist motivation, destination image, and visit intention toward a spiritual tourism destination, using a Memorial Park as a case study. A mixed-method research design was employed. Quantitative data were collected through a self-administered questionnaire from 400 Thai and non-Thai tourists who had traveled in Thailand within the previous three years. In addition, 15 respondents were purposively selected for in-depth interviews to provide qualitative insights supporting the quantitative findings. Pearson correlation and multiple linear regression analyses were applied to examine relationships and causal influences among the variables. The results reveal significant positive relationships among push–pull motivation, destination image (cognitive and affective), and visit intention. Push motivation was found to significantly influence destination image, while push–pull motivation and cognitive–affective image significantly influenced visit intention. The qualitative findings further highlight the importance of emotional comfort, environmental quality, and recreational value in shaping tourists’ perceptions of spiritual tourism destinations. The findings provide practical implications for the design and development of memorial parks as spiritual tourism destinations by emphasizing the integration of spiritual significance, positive destination image, and leisure-oriented experiences. This study contributes to tourism literature by extending behavioral research within the context of spiritual tourism and destination development.

Reinterpreting Chinese Artistic Heritage in Contemporary Product Design: Integrating Cultural Identity and Design Innovation

Hui Li, Zhe Shen, Taminee Shinasharkey, Aaron Loh — Tue, 07 Apr 2026 00:00:00 +0000

This study explores how Chinese artistic heritage can serve as a foundation for contemporary product design by integrating cultural identity with creative innovation. Drawing on Qiang embroidery and Dunhuang Feitian imagery as representative cases, the research examines how traditional visual and symbolic elements can be reinterpreted within the context of cultural and creative products (CCPs). A qualitative multiple–case study approach was employed, combining visual analysis, documentary review, and semi-structured interviews with professional designers. The collected data were analyzed using thematic analysis to identify key strategies that enable the transformation of intangible cultural heritage into contemporary design practices. The findings reveal four interconnected design pathways: symbolic abstraction, aesthetic fusion, cultural storytelling, and the development of a Product DNA Model that conceptualizes heritage-based design innovation. These pathways illustrate how designers reinterpret traditional artistic elements through processes of symbolic transformation, material adaptation, and narrative construction. Rather than merely replicating historical motifs, designers translate cultural symbols into contemporary design languages that maintain cultural authenticity while adapting to modern aesthetic and functional contexts. The proposed Product DNA Model integrates four key dimensions—heritage origin, symbolic transformation, material adaptation, and user emotion/storytelling—providing a conceptual framework for understanding how heritage-informed design can be systematically implemented within cultural and creative industries. The study suggests that the reinterpretation of traditional art may enhance emotional resonance, strengthen cultural identity, and support the sustainable development of culturally meaningful products. By bridging traditional craftsmanship with contemporary design methodologies, this research contributes to the theoretical understanding of heritage-driven design innovation and offers practical insights for designers, creative enterprises, and cultural institutions seeking to integrate intangible cultural heritage into modern product development.

Chinese Artistic Heritage and Craft through Artificial Intelligence: Cultural Identity and Design Innovation in the Midjourney Era

Ya Zhou, Minghui Li , Chompu Nuangjamnong — Tue, 07 Apr 2026 00:00:00 +0000

This study investigates how generative artificial intelligence (AI), particularly the Midjourney platform, contributes to the reinterpretation of Chinese artistic heritage and its implications for contemporary design innovation. Drawing on examples from traditional cultural forms—including Qiang embroidery, Dunhuang Feitian imagery, and classical Chinese ink-wash painting—the research explores how AI-assisted design mediates between historical cultural symbolism and contemporary creative production. A qualitative case study methodology was employed, integrating three sources of evidence: analysis of AI-generated visual outputs, documentary examination of Chinese artistic traditions, and semi-structured interviews with five Chinese digital designers who actively use generative AI tools in their creative practices. Data were analyzed using thematic analysis to identify recurring patterns in the reinterpretation of cultural motifs. The findings reveal four key mechanisms through which AI facilitates cultural reinterpretation: symbolic abstraction, aesthetic fusion, cultural storytelling, and algorithmic co-creation. These mechanisms demonstrate how generative AI systems translate traditional visual symbols into new aesthetic forms while maintaining elements of cultural meaning and emotional resonance. At the same time, the results highlight emerging debates regarding authorship, cultural authenticity, and ethical responsibility in AI-assisted creative production. The study contributes to the growing literature on AI-assisted creativity and digital heritage by conceptualizing generative AI as a cultural mediator that enables reinterpretation of traditional artistic identity within contemporary digital design environments. The findings also provide insights for design education and creative industries seeking to integrate generative technologies while preserving cultural heritage.

Designing a PLC to Improve Teaching Effectiveness at St. Gabriel’s College: Case Study of the Teachers in the English Program

Masini Kaswamili, Kitikorn Dowpiset — Tue, 07 Apr 2026 00:00:00 +0000

St. Gabriels College in Bangkok is a well-established Catholic educational institution recognized for its strong academic standards and commitment to holistic student development. Despite this reputation, the English Program for Grades 1–6 faces several challenges related to inconsistent instructional practices, limited teacher collaboration, and insufficient opportunities for reflective professional dialogue. While Professional Learning Communities (PLCs) have been widely recognized as an effective framework for enhancing teacher collaboration and instructional improvement, empirical research examining PLC implementation in private primary English programs in Thailand remains limited. This study aimed to examine current teaching practices and design a contextually appropriate PLC model to improve teaching effectiveness among English teachers at St. Gabriel’s College. A qualitative case study approach was employed to explore teachers’ experiences and perceptions of collaborative professional learning. Data were collected through semi-structured interviews with eight English teachers, classroom observations, teacher self-reflection forms, and focus group discussions. The data were analyzed using thematic analysis to identify patterns related to instructional strategies, collaborative practices, and challenges in PLC implementation. The findings indicate that teachers demonstrate strong instructional competence and frequently employ interactive and experiential teaching strategies to enhance student engagement. However, PLC practices within the school remain largely informal and inconsistent due to heavy workloads, limited shared planning time, and the absence of structured collaboration routines. To address these challenges, the study introduces a practical PLC design incorporating Micro-PLC sessions, short reflective practices, peer collaboration, and a shared digital resource platform. The study suggests that small, flexible PLC structures can effectively support teacher collaboration and professional learning in schools where teachers face significant time constraints. The findings contribute to the growing literature on teacher professional development and provide practical guidance for implementing PLC models in private primary education contexts.

The Impact of AI-Driven Recommender Systems on Consumer Behavior in Thailand

Babak Jahed, Taminee Shinasharkey, Poonphon Suesaowaluk — Tue, 07 Apr 2026 00:00:00 +0000

AI-driven recommender systems (RS) play a central role in shaping consumer decision-making in digital commerce. While prior research emphasizes personalization accuracy, less attention has been paid to how trust-related and satisfaction-related perceptions jointly influence consumer behavior, particularly in emerging digital markets. This study examines the impact of recommender system trust and satisfaction on consumer behavior in Thailand’s e-commerce context. Using a cross-sectional survey of 403 Thai online consumers, constructs related to trust (privacy, transparency, perceived fairness) and satisfaction (personalization, autonomy, diversity) were measured using validated Likert-scale instruments. Data were analyzed using reliability testing, Pearson correlation analysis, and multiple linear regression. Results indicate that privacy, transparency, and perceived fairness are positively associated with trust, while personalization, autonomy, and diversity are positively associated with satisfaction. Both trust and satisfaction significantly predict consumer behavior, explaining 68.7% of its variance, with satisfaction emerging as the strongest predictor. The findings highlight the importance of transparent, fair, and autonomy-preserving recommender system design in enhancing consumer engagement and purchase intentions. The study contributes to recommender system research by integrating ethical perception variables with behavioral outcomes in a Southeast Asian digital commerce setting.

AI-Enhanced Immersive Learning for Intangible Cultural Heritage: The Case of Chinese Paper-Cutting

Zhe Shen, Zhang Jin, Lei Wang, Yulong Li — Tue, 07 Apr 2026 00:00:00 +0000

The preservation and transmission of intangible cultural heritage (ICH) face increasing challenges in the digital era, including declining participation and the erosion of traditional apprenticeship-based learning. While emerging technologies such as virtual reality (VR) and artificial intelligence–generated content (AIGC) offer new opportunities for cultural engagement, limited research has examined how their integration influences learning processes in ICH education. Addressing this gap, this study investigates how AI-enhanced immersive learning environments—combining VR interaction with AI-generated cultural content—shape learners’ engagement, perceived learning experience, and cultural understanding. Using Chinese paper-cutting as a representative case, a qualitative research design was employed, involving semi-structured interviews and focus group discussions with nine participants. Data were analyzed using thematic analysis to identify key experiential and interpretive patterns. The findings reveal four major themes: immersive engagement, perceptions of AI-generated cultural content, authenticity interpretation, and system-level opportunities and challenges. The results demonstrate that VR interaction enhances engagement through embodied and experiential learning, while AI-generated content functions as a generative learning scaffold that supports creative exploration and pattern recognition. Importantly, the study finds that cultural authenticity operates as a mediating mechanism, shaping how learners interpret and internalize digitally mediated cultural experiences. Authenticity is constructed through the alignment of interaction realism, cultural-symbolic coherence, and user interpretation. This study contributes to digital heritage education by developing a theoretically integrated framework that combines experiential learning, generative learning, and authenticity theory to explain AI-enhanced immersive learning. Practically, the findings provide insights for educators, cultural institutions, and technology developers on designing culturally grounded, engaging, and scalable learning environments. The study also highlights the role of immersive and generative technologies in supporting innovation within the creative economy and digital cultural industries, thereby advancing sustainable approaches to ICH transmission.