Author/Authors :
Noriya, Wanchalee Faculty of Social Sciences and Humanities - Mahidol University, Salaya, Nakhonpathum, Thailand , To-aj, Oam Faculty of Social Sciences and Humanities - Mahidol University, Salaya, Nakhonpathum, Thailand , Jarueksil, Satjawat Faculty of Liberal Arts - Rajamangala University of Technology Tawan-ok, Bangkok, Thailand , Muendech, Sakkarin Faculty of Social Sciences and Humanities - Mahidol University, Salaya, Nakhonpathum, Thailand , Srichaisawat, Paiboon Independent Scholar, Bangkok, Thailand
Abstract :
Background. Esport has become widely popular day by day, especially 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 to study the expectation and the satisfaction of the stakeholders towards the promotion of
the Esport industry and to study the trend and the direction of promoting the Esport industry in Thailand.
Methods. This study utilized mixed-method research. 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 who were working in the Esport industry were
recruited using purposive sampling 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
was a 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 benefited 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.
