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1- Faculty of Social Sciences and Humanities, Mahidol University, Salaya, Nakhonpathum, Thailand
2- Faculty of Social Sciences and Humanities, Mahidol University, Salaya, Nakhonpathum, Thailand , oam.deto@gmail.com
3- Faculty of Liberal Arts, Rajamangala University of Technology Tawan-ok, Bangkok, Thailand
4- Independent Scholar, Bangkok Thailand
Abstract:   (35 Views)
Background. Esport has become widely popular day by day specially in Thailand. Promoting Esport by both government section and private section is the key success to drive forward the Esport in Thailand. Objectives. The purpose of this research was study the expectation and the satisfaction of the stakeholders towards the promotion of Esport industry, and to study the trend and the direction of promoting the Esport industry in Thailand. Methods. This study utilized a mixed-method research. In the quantitative phase was characterized by an initial quantitative phase of data collection by the questionnaire with 1000 participants by selecting through probability sample by Multi – Stage sampling method, and analyzed with the descriptive statistic. In the qualitative phase with the in-depth interview research method, 14 informant’s participants those who were working in the Esport industry was recruited using purposive sampling participated in participated in semi-structured interviews. Results. The result of the quantitative phase showed that the expectation and the satisfaction were high correlation which can be described as the expectation (r = 0.755 – 0.852), and the satisfaction (r = 0.800 – 0.870). The result from the Paired Samples t-test found that there were statistically significant difference at 0.05. Conclusion. The qualitative data shows the trend and the direction of promoting the Esport industry in Thailand which described supporting the Esport industry in Thailand by analyzing the 5M theory which is the successful management means making optimal and responsible use of man, money, material, marketing and moral for the advancement of mankind as the base theory in this research, can be concluded that the effective promoting method would be concrete, and would be massively benefit for Esport industry in Thailand, if both public and private section elaborate from the beginning process to the end process by considering of the benefit of  the country industry come first.
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APPLICABLE REMARKS
  • This research is a very high impact research for Esport industry in Thailand context because of its empirical foundations.
  • Collecting the data with number of the real key informants make the data more useful and applicable.
  • The promoting method in this research is concrete, and it would massively benefit for Esport industry in Thailand.
  • Considering of this research result by the public section as the data base in term of how to promote the Esport industry before announcing and enforcing any rules and regulation which might affect to the Esport industry in Thailand. 
  • Allocating & funding the budget from the public and private section, and coordinating among both sections with the times frame will be the best way for promoting the Esport industry in Thailand.

Type of Study: Original Article | Subject: Sport Management and its related branches
Received: 2021/06/3 | Accepted: 2021/01/12

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