COMMUNICATION FOR THE FOREIGN FOOTBALL PLAYERS’ CULTURAL ADJUSTMENT IN THAILAND LEAGUE FOOTBALL CLUB Akkarong Punpong A Dissertation Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Philosophy (Communication Arts and Innovation) The Graduate School of Communication Arts and Management Innovation National Institute of Development Administration 2019 COMMUNICATION FOR THE FOREIGN FOOTBALL PLAYERS’ CULTURAL ADJUSTMENT IN THAILAND LEAGUE FOOTBALL CLUB Akkarong Punpong The Graduate School of Communication Arts and Management Innovation Major Advisor (Assistant Professor Warat Karuchit, Ph.D.) The Examining Committee Approved This Dissertation Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Philosophy (Communication Arts and Innovation). Committee Chairperson (Professor Patchanee Cheyjunya) Committee (Assistant Professor Warat Karuchit, Ph.D.) Committee (Chanvit Phalajivin, Ph.D.) Dean (Professor Yubol Benjarongkij, Ph.D.) ______/______/______ iii ABSTRACT ABSTRACT Title of Dissertation COMMUNICATION FOR THE FOREIGN FOOTBALL PLAYERS’ CULTURAL ADJUSTMENT IN THAILAND LEAGUE FOOTBALL CLUB Author Akkarong Punpong Degree Doctor of Philosophy (Communication Arts and Innovation) Year 2019 The research has the four objectives as follows: 1. To examine and develop a causal model of factors influencing of Demographic characteristics, Communication skills, Attitude toward Thai people, Interpersonal communication and Media usage behavior to be affected the foreign football players' adjustment in Thailand league football clubs. 2. The analysis of the direct effect, indirect effect and total effect, is focused on testing the Demographic characteristics, Communication skills, Attitude toward Thai people, Interpersonal communication and Media usage behavior that affect the foreign football players' adjustment in Thai football league clubs. 3. To study factors that affect to the foreign football players' cultural adjustment in Thai football league clubs. 4. To study communication strategies of foreign football players' adjustment in Thai football league clubs. This study employed both qualitative and quantitative research techniques. Data for the quantitative research was collected from 299 foreign football players regarding their adjustment in the Thai Premier League football clubs. The data collected was analyzed using Path Analysis in the LISREL statistical package. The quantitative research consisted of in-depth interviews from 29 foreign football players, who had experience playing in the Thai League, coaches, along with Thai football players and journalists, who had experience in foreign football clubs. The results can be summarized as follows: 1. Intercultural communication model has an impact on foreign football players' adjustment in the Thai football league clubs. This is consistent with empirical data as evidenced through the model Goodness of Fit. iv 2. The factors that have positive direct effect impacting foreign football players' adjustment in Thai football league clubs were Demographic characteristics, Communication skills, Attitude toward Thai people, Interpersonal communication and Media usage behavior. It is also found that foreign football players who exhibited high levels in the aforementioned factors also had a high ability for adjustment. 3. Foreign football players' adjustment in Thai league football clubs comprises of five factors, which are Demographic characteristics, Communication skills, Attitude toward Thai people, Interpersonal communication, Media usage behavior and Cultural adaptation. Furthermore, these factors can be categorized as the means to communicate with foreign football players and the necessary support from Thai people in the community. 4. Communication model for foreign football players' adjustment in Thai football league clubs called SMART model which comprises of 5 dimensions: 1) (S) Learning social media usage pattern; 2) (M) Usage's monitor; 3) (A) Use for adaptation; 4) (R) Use for make relationship in Thai society; and 5) (T) Use for training in football and in daily routine learning. v ACKNOWLEDGE MENTS ACKNOWLEDGEMENTS This research would not have been successful without the invaluable support of many people. On this occasion, the researcher would like to thank the dissertation advisor, Asst. Prof. Dr. Warat Karuchit. Over the duration of this project Asst. Prof. Dr. Warat has given his precious time to take care and provide advise while giving the researcher the freedom to develop this work. In addition Asst. Prof. Dr. Warat kindly assisted in the set up of interviews with the Bangkok Glass team. The researcher would also like to thank Prof. Patchanee Cheyjanya, who has kindly chaired the dissertation committee. In addition Prof. Patchanee has kindly provided advise regarding the statistical analysis, which has provided a significant contribution to this study. In addition the researcher would like to thank Dr. Charnvit Polchevin, who gave his precious time to join the committee. He provided beneficial insights for the study and increasing its contribution to the football industry. On this opportunity the researcher would like to thank Prof. Dr. Yubol Benjarongkij, Assoc. Prof. Dr. Asawin Nedpogaeo, Assoc. Prof. Dr. Kullatip Satararuji, Assoc. Prof. Dr. Kanjana Kaewthep, Assoc. Prof. Dr. Somsuk Hinwiman, and other faculty members, who have shared their valuable knowledge and advice leading to the completion of this study. Also the researcher extends gratitude to the staff of GSCM who facilitated every aspect of the learning experience. Also the researcher would like to thank NIDA for all the facilities in particular the library, which provided database access to the necessary articles. The researcher would also like to thank Asst. Prof. Dr. Nathira Tabtim, Lecturer, Rajabhat Phibulsongkram, who graciously translated the Japanese questionnaire that was used for the interview. In addition the researcher would like to thank A. Nualphan Yimyuan from Kannasootsuksalai, who did an excellent job translating the questionnaire into French. The coordination of the interviews with the foreign football players and coaches in the teams would not have been successful without the kind assistance from Vilai Vitverasak, Chalermchai Sukphaibul, Sarun Ruennarong, Wasant Wangsuk, including other staff members of the clubs, whom the researcher has not been able to name in this acknowledgement. Without the kind support of Bayano Sobze, Diouf Bireme, Jung Myung-oh, Katano Hiromichi, John Baggio, André Luís Leite, Adefolarin Durosinmi, Jesus Ricardo, Matthew Smith, Daniel Garcia Rodriguez, Ryotaro Nakano, Nicolas Velez, Adebayo Gadebo, and Diego Robert, the in-depth interviews would not have been completed. In addition the researcher would also like to thank the players who answered the questionnaires. The invaluable contribution of the players has led to the successful completion of the dissertation titled, “Communication for the Foreign Football Players’ Cultural Adjustment in Thailand League Football Club”. Hopefully, the results of the study could be implemented to assist in cultural adjustment of foreign football players in Thailand. The researcher would also like to thank the Thai football players and coaches including Surachai Chaturakpong, Terdsak Jaimun, Attakorn Chalitaporn, Harnnarong Chunhakunakorn, Nattporn Punrit, Sinthaweechai Hathairatanakul, Teerathep Vinothai, Pipob Onmo, Kubfah Boonmathun, Nattpong Somna, and Thawil Butrsombat for providing their time in sharing information that would be beneficial for the adjustment vi of foreign football players in the Thai League and Thai players wishing to play abroad. Siam Sport Syndicate reporters including Burannij Rattanavichien, Jittakorn Srikamkrue, Arwut Jiworakarn, and Somthat Raisang, have spared their time in providing cultural insights and experiences about the football leagues of Europe and South America. For this, the researcher would like to express sincere gratitude. Finally, the researcher would like to thank the Punpong family namely Bundit and Pongsri Punpong, parents of the researcher, and sister Kobkarn, who have continuously supported the researcher through this endeavor. The researcher would also like to thank Wachira Phichaiwanichsin, whose continued support through the past three years has been a major encouragement leading to the success of this project. Thus, the researcher would like to dedicate this work to family, faculty members, freinds, and all of the supporters, who have given the researcher this opportunity. Sincerely, thank you. Akkarong Punpong August 2019 TABLE OF CONTENTS Page ABSTRACT ................................................................................................................. iii ACKNOWLEDGEMENTS ........................................................................................... v TABLE OF CONTENTS ............................................................................................. vii LIST OF TABLES ..................................................................................................... xiii LIST OF FIGURES .................................................................................................... xvi CHAPTER 1 INTRODUCTION ................................................................................... 1 1.1 Research Background .......................................................................................... 1 1.2 Research Objectives .........................................................................................