A Strategic Framework for Transforming Thailand's Esports Ecosystem into a Sustainable Revenue-Generating Industry
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The transformation of the global esports industry from a leisure subculture into a multi-billion-dollar digital economy presents a significant opportunity for Thailand. Despite a gamer population exceeding 30 million, the Thai ecosystem remains trapped in a consumption-heavy model, leading to value leakage to foreign platforms and a lack of sustainable revenue streams for domestic organizations. This research proposes that the path to industrialization requires a paradigm shift driven by two key factors: Service Innovation based on Service-Dominant Logic (S-D Logic) and Intercultural Communication Competence (ICC).
This study employs a Sequential Explanatory Mixed-Methods Design. Quantitative data were collected from 400 professional esports stakeholders and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Qualitative data were obtained from in-depth interviews with 15 key informants.
PLS-SEM results reveal that service innovation has the most significant direct effect on revenue generation (β = 0.442, p < 0.001). Crucially, the study identifies a significant positive moderating effect of ICC (β = 0.187, p < 0.01), suggesting that service innovation yields higher economic returns when executed by culturally competent teams. The model explains 62.8% of the variance in revenue generation (R² = 0.628). Qualitative findings highlight "communication lag" and "regulatory backwardness" as significant barriers. Based on these findings, the study proposes the "SI-ICC Strategic Matrix," a framework encompassing guidelines for government deregulation, private sector value co-creation, and educational curriculum reform to elevate Thailand from a regional market to a global esports hub, aligning with the national "Soft Power" strategy.
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