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The airline industry in Thailand has grown enormously over the past decade. Competition among airline companies to reach market share and profit has been intense, requiring strong strategic abilities. To increase the service quality of such companies, identifying factors related to the context of airlines is important for policymakers. Thus, this study aims to present empirical data on structural factors related to the loyalty of domestic airline passengers. Structural equation modeling was used to confirm the proposed model. The questionnaire was used to survey and collect data from 1600 airline passengers. The results indicate that satisfaction, trust, perceived quality, relationship, and image of airlines positively influenced loyalty with a statistical significance of α = 0.05. Moreover, the study found that expectation and perceived quality indirectly influenced loyalty. The findings provide a reference for airline operators to clearly understand the factors that motivate passenger loyalty, which can be used to develop the sustainability of marketing strategies and support competitiveness.

To help address educational inequalities in student backgrounds and career plans, the measurement of career aspirations can provide crucial information about inequality related to career opportunities. Therefore, this study analyzed the factor structure and psychometric properties of the Career Aspiration Scale-Revised (CAS-R) and the effects of sociodemographic variables on the CAS-R. The study participants were 590 undergraduates at three community colleges in rural Thailand. Confirmatory factor analysis (CFA) was conducted to investigate the validity of the CAS-R three-factor model. The Multiple Indicators Multiple Causes (MIMIC) model with and without differential item functioning (DIF) were applied to investigate the effects of sociodemographic factors as covariates on the CAS-R and specific item response. The CFA results supported the 18-item CAS-R’s three-factor structure because the items well represented latent factors and because the subscales met research standards for reliability and validity. The MIMIC model showed that only the year of study (first-year students) had a positive direct effect on leadership, achievement, and educational aspirations. The MIMIC model with DIF indicated that gender, year of study, major, and paternal education caused inequality in 10 items. Overall, the results show that the 18-item CAS-R has strong psychometric properties and can accurately assess the career aspirations of Thai students. The MIMIC model’s application allowed researchers to show that sociodemographic background affected the leadership, achievement, and education subscales. Obtaining information on the CAS-R scale’s measurements would be useful for researchers, practitioners, and career counselors interested in helping students develop career aspirations and choices.

Rapid technological changes in industry and institutions of higher education required that their continuous learning and teaching methods conform to the needs of the labor market in the digital era. Building the engineering skill self-efficacy of students should be a key goal for educational institutions as they develop necessary skills for future engineers. This work investigated structural factors influencing engineering skill self-efficacy by conducting a questionnaire survey among 1,316 engineering students in Thailand. Structural equation modeling was used to validate the proposed model. The research results indicated that engineering skill selfefficacy was contributed to digital skills, learning strategies, and achievement goal orientation. Learning strategies were predicted by achievement goal orientation, and they positively associated with digital skills. These empirical findings reflect a sustainable educational development structure for engineering education. The results may benefit educators by specifying methods of educational development and learning activity design and promoting pedagogical system to develop learners' characteristics to enhance their engineering skill self-efficacy. Students can then be prepared with digital skills to apply to their further work, which will affect capacity building and the overall image of a country's development.INDEX TERMS Achievement goal orientation, learning strategies, digital skills, engineering skill self-efficacy.

The aviation industry has grown rapidly worldwide and is struggling against intense competition. Especially in Thailand, the compound annual growth rate of passengers traveling by air has increased continuously over the past decade. Unfortunately, during the past two years, the ongoing COVID-19 pandemic has caused severe economic crises for nearly all businesses and industries, including the aviation industry and especially for passenger airlines whose number of customers has decreased astoundingly due to travel restriction. To maintain business stability, therefore, airlines must build customer loyalty to survive in times of crisis. This study thus examines critical factors’ impact on airline loyalty by using a Bayesian network (BN) derived from a structural equation modeling (SEM). The study integrates the SEM and BN to refine causal relationships between critical factors, identified as critical pathways. Findings reveal that customer satisfaction and customer trust, followed by perceived value, dramatically influence customer loyalty and so are considered priorities for building airlines’ customer loyalty. This study also recommends practical strategies and policies to improve customer loyalty amid the competitive airline business during and after the COVID-19 era.