MANAGEMENT MODEL OF PROFESSIONAL FOOTBALL CLUBS IN THAILAND TOWARDS CONSTRUCTION OF VALUE ADDED IN SPORTS INDUSTRY
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Abstract
The purposes of this research were to investigate the factors affecting management of professional football clubs in Thailand and construction of value added in sport industry; and propose the management model of professional football clubs in Thailand and construction of value added in sport industry. The data were collected from 300 stakeholders in professional football clubs in Thailand and the in-depth interview with a panel of eight experts by purposive selection. A constructed questionnaire and a semi-structured interview form were used as the tools of this research. The content validity (IOC) reviewed by a panel of five experts was found at 0.89 and the reliability was found at 0.84. The data were then analyzed based on conceptual, theoretical and research frameworks for the management model of professional football clubs in Thailand towards construction of value added in sport industry. The data were also analyzed with the focus group method by a panel of seven experts, specialists from Football Association of Thailand, executives from professional football clubs, marketers, managers and people with sports experience for evaluation of appropriateness, feasibility and benefits of the constructed model. The findings revealed as the following:
Two major factors affecting management of professional football clubs in Thailand and construction of value added in sport industry were found in marketing and management. These can promote the professional football clubs in Thailand to create the strategic plan in order to make income and value added continuously.
The management model of professional football clubs in Thailand towards construction of value added in sport industry consisted of management resource development for maximum effectiveness, process for construction of value added in sport industry, and received benefits.
It was concluded that professional football clubs in Thailand can apply this management model to make more income and value added for the country sustainably.
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