C172 Flight Instructor landing for a touch and go at a non-towered airport reported an aircraft entered the runway from the opposite direction just as they were touching down.

Narrative

A runway incursion occurred at ZZZ while I was acting as pilot in command and flight instructor of a Cessna 172 during a local training flight. We were conducting pattern work and touch-and-go landings on Runway XX. The incident occurred during our second pattern of the lesson. While established on the final approach to Runway XX; we observed a white and blue aircraft holding short at Taxiway 1 at the opposite end of the runway (Runway XY). We had visually confirmed that the aircraft was stationary; and we continued the approach; making standard CTAF position reports. Just after we touched down and began our rollout for a planned touch-and-go; the white and blue aircraft suddenly entered the runway without any radio transmission and began taxiing onto the centerline; apparently to line up for departure on Runway XY; directly opposing our landing direction. I immediately took control of the aircraft from the student and aborted the touch-and-go. Rather than applying full power and attempting a go-around; which would have meant accelerating head-on toward an aircraft with unknown intentions. I opted to exit Runway XX via the nearest available exit; which was Runway XZ. This decision was based on several factors: we were configured with full flaps and carburetor heat; had limited remaining runway; and most importantly; the other aircraft was not transmitting on CTAF; making its intentions unclear and raising concern that it might initiate a takeoff roll. At no point did we hear any radio calls from the white and blue aircraft. The aircraft was operating with no exterior lights on; which significantly reduced its visibility. Earlier that morning; we had preflighted and fueled at the self-serve pump near where the white and blue aircraft were parked. The pilot was outside on the ramp while we announced our taxi and takeoff intentions. We had also already completed one full pattern and touch-and-go before this incident; which should have been visible. After the incident; I attempted to speak with the pilot on the ground to address the safety concern. When I informed him that the event constituted a runway incursion; he responded dismissively; saying; 'I wouldn't go that far; it wasn't near to be a runway incursion and nothing did happen;' and demonstrated a strong; uncooperative attitude. Based on my observations; the probable causes of the runway incursion were the pilot's lack of situational awareness; failure to visually clear final approach before entering the runway; failure to monitor or communicate on CTAF; and likely failure to listen to the ASOS. Additional contributing factors may have included unfamiliarity with the airport and a hazardous 'macho' attitude. To prevent similar runway incursions in the future; pilots operating at non-towered airports must adhere strictly to recommended CTAF communication procedures. This includes making timely and clear position reports; using standard phraseology; and actively monitoring the CTAF frequency from engine start through taxi; takeoff; and landing. Continuous communication is critical for maintaining situational awareness and coordinating safely with other traffic in the pattern. Pilots must also visually clear the final approach and base legs before entering or crossing any runway. Regardless of perceived traffic levels; visual confirmation that the approach path is clear is a required step for safe operations; If an aircraft is not equipped with an electrical system or panel-mounted radios as is the case with some vintage or light sport aircraft the pilot is still expected to use a handheld radio or any other viable means to transmit and receive traffic advisories. While such aircraft may be exempt from ADS-B Out requirements; the obligation to maintain situational awareness and communicate does not go away. Situational awareness should be supported by the use of airport diagrams; visual scanning; and traffic alerting systems where available; but pilots must not rely solely on ADS-B or third-party tracking applications; as not all aircraft are equipped or displayed. Through strong adherence to communication procedures; vigilant scanning; professional attitude; and thoughtful preflight preparation; the risk of runway incursions can be significantly reduced at non-towered airports.