Professor Emeritus Pilai Poolsawat Ph.D. is currently leading various joint research projects among several institutions to study the genetic and population status of birds and patches of forest in the country, funded by the National Center for Genetic Engineering and Biotechnology. She is also the Founder of the Hornbill Research Foundation, bringing together experts in the field to contribute to the conservation of natural resources with the local community. Funding from this supports research in biology – ecology of hornbills and general ecology. It also aims to create a new generation of young researchers both domestic and abroad. The model and findings can be applied to the management and conservation of hornbills which can indicate and facilitate all conservation of wildlife and natural resources that have the potential for social cues.