Strategic Management Frameworks and Sustainable Business Development Models for Esports Organizations within the Digital Economy

บทคัดย่อ

This study aimed to (1) examine the human resource development factors influencing revenue generation from esports competitions in Thailand and (2) analyze the patterns and channels through which revenue is generated from esports competitions. A quantitative research approach was employed. The study population consisted of esports experts in Thailand, from whom a sample of 400 experts was selected using purposive sampling. Data were collected using a research instrument developed to assess human resource development factors, as well as revenue-generation patterns and channels associated with esports competitions. The collected data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation.

The findings revealed several major revenue sources that were perceived to be highly important. Broadcasting rights received the highest mean score (M = 4.77, SD = 0.61), followed by merchandise sales, which also recorded a mean score of 4.77 (SD = 0.80). Sponsorship revenue demonstrated a similarly high level of importance (M = 4.65, SD = 0.68), while ticket sales (M = 4.64, SD = 0.82) and in-game advertising (M = 4.55, SD = 0.57) were also identified as important revenue-generating channels. Overall, the findings suggest that esports competitions in Thailand have considerable potential for generating revenue through diversified commercial channels. The results provide practical implications for esports team managers, event organizers, and other industry stakeholders in formulating effective human resource development strategies and sustainable revenue-generation models. Such strategies may contribute to improving organizational and business performance while supporting the continued growth and development of Thailand’s esports industry.