ESPORTS ECOSYSTEM SUSTAINABILITY IN THAILAND THROUGH GOVERNANCE AND STAKEHOLDER COLLABORATION

Abstract

This quantitative research aimed to examine the levels of governance, stakeholder collaboration, and sustainability of the esports ecosystem in Thailand, and to analyze the roles of governance and stakeholder collaboration in influencing the sustainability of the Thai esports’ ecosystem. The sample consisted of 400 stakeholders involved in the esports ecosystem in Thailand, selected through purposive sampling combined with quota sampling according to stakeholder categories. The research instrument was a questionnaire. The statistics used for data analysis included frequency, percentage, mean, standard deviation, and multiple regression analysis. The findings revealed that the overall level of opinions toward the independent variables was high. Governance had the highest mean score, followed by stakeholder collaboration. When considering the components of governance, integrity and rule compliance had the highest mean score, followed by fairness. Regarding the components of stakeholder collaboration, shared goals had the highest mean score, followed by trust. The results of multiple regression analysis indicated that governance and stakeholder collaboration jointly predicted the sustainability of the esports ecosystem in Thailand at 59.90 percent with statistical significance at the .05 level.

Keywords: Governance, Stakeholder Collaboration, Sustainability