THE ANALYSIS OF THE EXISTING SITUATIONS AND ENVIRONMENTAL FACTORS IN THE ESTABLISHMENT OF THE FACULTY OF THE SPORTS INDUSTRY, THAILAND NATIONAL SPORTS UNIVERSITY

Abstract

The purposes of this research were to explore and analyze the existing situations and environmental factors relating to the establishment of the faculty of sports industry, Thailand National Sports University (TNSU). Descriptive research consisting of two steps was used in the study 1) Analyze existing state regarding sports industry and exploring need assessment of the establishment of the faculty of sports industry, TNSU, were also performed. 2)Analyze the environmental factors by using SWOT technique.  The samples were classified into two groups: 1) The samples for an interview consisted of 10 senior executives from sports and higher education organizations recruited by purposive sampling. A semi - structured interview form which tested for content validity. 2) The samples for a survey comprised 10 senior executives, 15 faculty members, 15 students, and twenty graduate users selected by purposive sampling. Questionnaire was used as one of research instruments. The tool quality was tested by determining the Index of Item Objective Congruence (IOC) of 0.50 and above. Content analysis was used to analyze the data. Frequency, percentage, mean, and standard deviation was used to present the results.The study made the following significant discoveries: Sports personnel are in high demand in the current state of the sports industry and TNSU should set up the faculty of sports industry. TNSU’s existing situations and environmental factors regarding the establishment of the faculty of sports Industry included: 1) Strengths were found that TNSU’s organization structures and missions are in accordance with the foundation of the Faculty of Sports Industry as well as the readiness of personnel. 2) Weaknesses were found as graduates’ attributes seem to have less entrepreneurships 3) Opportunities are various government organizations’ policies aimed at promoting sports industry. 4) Threats were found as recent technological advancement results in the limitation of employment together with the restriction of TNSU’s internal regulations conduce to the difficulty of increasing a new organization.