The Direction of Promoting Esport Industry in Thailand

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.