A Study of Sports Content on Website for Corporate Image of Thailand National Sports University, Chaiyaphum Campus

Abstract

          This article aims to study the sports content on website that promote the corporate image of Thailand National Sports University (TNSU), Chaiyaphum Campus. The descriptive method was employed using qualitative data and quantitative data. The purposive sampling was used for structured interviews with 13 stakeholders. Convenience sampling was applied in data collection process with 420 sets of online questionnaires. The study suggested that the guidelines for presenting sports content on website that promote the corporate image of the university should be linked to the philosophy, vision, and mission of the organization in line with the national strategy. The classified publication should be timely and continual. The sports content consists of three domains of learning: knowledge, practical skills, and morality and ethics, for example, the correct exercise, exercise to enhance athletic performance, sports skills, practicing techniques, technique to enhance the performance of athletes, prevention of sports injuries, sportsmanship, the rules and etiquette in each sport, and the etiquette for sports fan. The top five sports to be presented are Muay Thai, football, futsal, Swimming, and Sepak Takraw. The format of the presentation of sports content should be presented in an article with the video, an article with the photos, and quiz / game activities, most of which should be produced by the cooperation of personnel in and outside the organization.