Exploring Suanson Pradipat Golf Course Management and Linkages Towards Sustainable Development by Applying the Sufficiency Economy Philosophy

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นรภัทร วิจิตรานุช ณัฐริกา วายุภาพ นิติพน

Abstract

There is limited academic research in the emerging field of sport for development. However,
a growing trend in the past decade recognizes that sport has demonstrated a linkage to sustainable
development. This study aims to: measure service quality and evaluate customer’s satisfaction of
Suanson Pradipat Golf Course by the Royal Thai Army, by using SERVQUAL as a tool; and to determine
an approach for Suanson Pradipat golf course on potential changes as an enabler towards sustainable
development by applying the Sufficiency Economy Philosophy of the Late King Bhumibol Adulyadej
of the Kingdom of Thailand.
Four hundred questionnaires on service quality factors were asked to customers: Tangibles;
Reliability; Responsiveness; Assurance; and Empathy. Results from factor analysis demonstrated that
‘Tangibles’ was the most outstanding factor with Eigenvalues 7.980, compared to other factors at 1.966
to 1.040. Standardized factor loading represented that ‘Readiness of staff’-focused on human resources placed the highest value. Consecutively, the conceptual ‘Sustainability Integrated Management (SIM)
Approach’ for the Suanson Pradipat was proposed. Research findings highlighted that ‘People’ was
the key success factor to both golf course management and the organization’s sustainability.


Research findings concluded that Suanson Pradipat golf courses could adopt the Sufficiency
Economy Philosophy while promoting responsible business practice. People in the local community should be viewed as a stakeholder, and incorporated within the organization policy. The state-owned golf course could represent a good balance in profit, sustainability, good governance, risk mitigation, and social responsibility.

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บทความวิจัย (Research Articles)