Journal of Management Science Chiangrai Rajabhat University

Communication Strategy of Education Institute in Thailand’s Esports Industry for Promoting the Creative Economy

Prompan Changkarndee, Kullatip Satararuji — Wed, 24 Dec 2025 00:00:00 +0700

This research examined the communication strategies employed by educational institutions in Thailand’s esports industry. The study employs qualitative research methodology through in-depth interviews with 12 experts from the education sector, comprising both academics and professionals from higher education institutions.

The findings indicate that educational institutions offering esports-related programs adopt three primary approaches: classroom-based assignments, the application of case studies, and lectures that emphasize the development of practical skills aligned with industry requirements. In addition, special events are organized, and social media platforms are utilized to facilitate interaction with students. These strategies emphasize the integration of theoretical and practical learning in collaboration with private sector stakeholders, enabling students to gain real-world experience in esports operations, including tournament organization, community management, and digital media production. Furthermore, esports activities serve as an effective promotional tool for academic programs, allowing prospective students to experience the learning environment firsthand. This approach fosters partnerships between educational institutions and industry players, contributing to the development of a skilled and creative workforce that meets the evolving demands of the esports industry.

Reducing Waste from Delays in the Bag Manufacturing Process through Integrated Supply Chain Management and ECRS Principles

Kewalin Jabthaisong , Panutporn Ruangchoengchum — Wed, 07 Jan 2026 00:00:00 +0700

Delays embedded in fragmented supply chains generate significant lead-time waste in Thailand’s bag-manufacturing sector. This research aims to study the reduction of waste from delays in the bag production process through integrated supply chain management and the ECRS principles (Eliminate, Combine, Rearrange, Simplify), using a bag manufacturing factory in Bangkok as an in-depth case study. Data were gathered through participatory observation and in-depth interviews with ten key informants, complemented by a small group interview for a comprehensive process analysis. Analytical tools included IDEF0 process maps, the SIPOC (Supplier–Input–Process–Output–Customer) model, How-How analysis, and tree diagrams. The production process originally comprised 30 activities, five of which were classified as non-value-adding (NVA). The improvement initiative eliminated all NVA activities, reducing the process to 25. As a result, the average cycle time for production has decreased from 101.28 minutes to 40.25 minutes, and material-handling distance decreased from 87.8 metres to 85.8 metres. This study reveals that the integration of supply chain management with ECRS principles significantly reduces waste caused by production delays, ensures timely product delivery, and strengthens the competitiveness of the bag manufacturing industry and related sectors.

Trends and Compositions of Agri-tainment Characteristics in Thailand

Nathamon Sangwan , Santidhorn Pooripakdee, Kerdsiri Jaroenwisan — Wed, 14 Jan 2026 00:00:00 +0700

This research aimed to 1) study the trends of Agri-tainment tourism patterns in Thailand and 2) study the components of Agri-tainment characteristics in Thailand. This qualitative research used grounded theory methodology to obtain findings based on empirical data through in-depth interviews. It consists of 20 key informants of farmers, experts in agriculture, agritourism, food, cultivation, design and creation, and organic agricultural certification. The data were triangulated from different literature reviews, in-depth interviews, and participant observations. The results of the study presented theoretical concepts that explain the characteristics of Agri-tainment tourism in 5 important dimensions in the context of Thailand: 1) eco-cultural and Agricultural dimensions, 2) creative agri-aesthetics experiences, 3) holistic management dimensions, 4) community participation and benefit sharing dimensions, and 5) value creation and value added dimensions, which can be used as a basis for the sustainable development and enhancement of this type of tourism.