Esports Management Guidelines for Thai Female Players: A Case Study in Bangkok
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Abstract
Esports in Thailand were once perceived primarily as a form of gaming associated with addiction. However, esports have gradually gained broader recognition as a viable career path and source of income. According to a report by the International Esports Federation, women account for only 10–15% of the global esports player population, highlighting a substantial gender disparity in access to opportunities and advancement to the professional level. This disparity is also evident in Thailand, where support systems for female esports players remain inadequate. This study, entitled “Esports Management Guidelines for Thai Female Players: A Case Study in Bangkok,” aimed to: (1) examine the esports playing behaviors of Thai female players; (2) identify the factors influencing their behavioral intentions to play esports; and (3) propose management guidelines for supporting Thai female esports players. A mixed-methods research design was employed. In the quantitative phase, data were collected through a structured questionnaire administered to 400 female participants with esports experience who resided in Bangkok. Participants were selected using multistage sampling. In the qualitative phase, in-depth interviews were conducted with 30 key informants, including female esports players, coaches, team managers, and other relevant stakeholders. The findings indicated that female players had a moderate level of intention to participate in esports. The identified factors explained 64.10% of the variance in behavioral intention. The proposed management guidelines indicate that the development of women’s esports requires coordinated support from 12 key stakeholder groups, encompassing government policies, competition platforms, coach and athlete development, infrastructure, welfare and social support, and support from families and educational institutions. The policy implications suggest that relevant government agencies should actively promote Thailand as a regional and international hub for women’s esports competitions.
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