The Development of a Strategic Model for Value Added Creation of The Professional Takraw Competition in Thailand
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Abstract Purpose: The purpose of this research were 1) to develop a framework for strategic indicators; to analyze the causal relationship structure of strategic model 3) and to synthesize a strategic model for creating the added value of professional Takraw competition management in Thailand Methods: This research methodology utilized the mixed methods between quantitative and qualitative research techniques that involved documentary research, semi-structured interview with stakeholders (n=8) and a group of experts (n=19), along with quantitative research by survey collecting data using questionnaires from individuals related to professional takraw. (n=385).The research data were analyzed with distribution-consensus matrices, descriptive and inferential statistics using Linear Structure Relations program (LISREL), and strategic analysis by TOWS Matrix. KEY WORDS: Value-Added Creation, Professional Takraw League Results: Strategic factors influencing the value-added creation of professional takraw competitions consisted of 8 main factors: takraw, design of professional sports leagues, participation, engagement, fan development, fans talent development, facilities, and people and corporate culture. The results showed that the causal variable that had a direct influence on the value-added were people and organizational culture, participation, facilities, and talent development , with the effect size of 0.55, 0.19, 0.56 and 0.28, respectively, while the causal variable which had no direct influence on the value-added were sport in the league, fan development, and the design of professional sports leagues , with the effect size of-0.06, 0.01, 0.07 and -0.04, respectively. It also found that the causal variable that had a direct influence on sustainability was the creation of added value, with an effect size of 0.16. Conclusion: The Strategic factors influencing the creation of added value of professional Takraw competition in Thailand are personnel and organizational culture, participation, facilities, and talent development.
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