DEVELOPING STRATEGIES FOR THE EXCELLENCE OF THE OFFICE OF SPORTS AT THAILAND NATIONAL SPORTS UNIVERSITY

Abstract

This study aimed 1) to examine the internal and external factors influencing the operations of the sports office at Thailand National Sports University and 2) to develop strategies for achieving excellence in sports management by using environmental analysis (SWOT Analysis) and strategic matching (TOWS Matrix). The population were 16 administrators and heads of the sports office. The research instruments consisted of internal and external factor assessment forms and focus group interview. The results revealed that there are 25 management strategies across 4 categories, including: seven proactive strategies (SO Strategies). Organizations should use their strengths and outside opportunities to gain an advantage, such as developing networks with domestic and international agencies to support curricula and research. Six defensive strategies (ST Strategies) were identified to use the organization’s strengths to lower the impact of external threat. Establishing a management system with clarity, transparency, and efficiency. Six corrective strategies (WO Strategies) were developed to exploit external opportunities to overcome internal weaknesses such as leveraging government policies and partnerships to enhance personnel’s digital, developing personnel skills and competency development. Lastly, six responsive strategies (WT Strategies) were used to minimize weaknesses and address potential threat. Developing an organizational structure that is flexible to handle legal and bureaucratic limitations, improving skills and recruiting new personnel to reduce intergenerational disparities, developing digital infrastructure to reduce technological inequality, and establishing cross-team collaboration to ensure continuous operations locally