https://so08.tci-thaijo.org/index.php/JournalMSM <p><strong>ISSN XXXX-XXXX (online)</strong></p> <p>Journal of Modern Sport Management (JMSM) aims to publish innovative empirical, theoretical, and review articles related, but not limited to, sport management such as strategy and management; organizational behavioral and human resource management; business and international management; tourism, leisure and hospitality management; marketing; industrial relations; and education.</p> <p> </p> Sport Management Association of Thailand en-US Journal of Modern Sport Management https://so08.tci-thaijo.org/index.php/JournalMSM/article/view/3770 <p style="margin: 0cm; text-align: justify; text-justify: inter-cluster; text-indent: 42.55pt;"><span style="font-size: 16.0pt; font-family: 'TH SarabunPSK',sans-serif;">This study aims to assess the feasibility of investing in a sports complex business in Min Buri District, Bangkok, by analyzing feasibility in three dimensions: marketing, technical, and managerial aspects. The study sample consisted of 400 individuals who exercised at sports centers and used health-related services in Min Buri District, selected using multi-stage sampling. The research instrument was a questionnaire that had been validated for content validity and had a reliability coefficient of 0.89. Data analysis was conducted using descriptive statistics (mean and standard deviation) and content analysis.</span></p> <p style="margin: 0cm; text-align: justify; text-justify: inter-cluster; text-indent: 42.55pt;"><span style="font-size: 16.0pt; font-family: 'TH SarabunPSK',sans-serif;">The study indicates that the sports complex project is feasible in all three aspects. In terms of marketing, the target group places importance on marketing mix factors such as accessibility, reasonable pricing, service quality, and available facilities. Regarding technical aspects, the location is suitable for investment due to the area's potential for infrastructure development. In terms of management, an organizational structure that emphasizes personnel development and clearly defined responsibilities helps strengthen business stability. The recommendations from this study are that investors should continuously develop marketing strategies to meet the needs of the target group, prioritize the development of technically skilled personnel, and consistently monitor operational performance to ensure long-term business sustainability.</span></p> Kittikun Sangnin Phatsakorn Duangdee Siksaka Prajobsuk Teerapong Tananchai Copyright (c) 2025 Journal of Modern Sport Management https://creativecommons.org/licenses/by-nc-nd/4.0 2025-12-01 2025-12-01 4 2 1 17 https://so08.tci-thaijo.org/index.php/JournalMSM/article/view/6033 <p>This study develops the Student-Athlete Strategic Management Framework (SASMF) to strengthen the role of sport universities in promoting human and social development through sport. Guided by the Long-Term Athlete Development (LTAD) and SPLISS models A qualitative design was employed through Ethnographic Delphi Futures Research (EDFR). Data analysis was conducted through grounded theory and inductive content analysis, revealed five strategic domains: executive leadership, coaching and training, academic pedagogy, curriculum innovation, and sports operations and data management. The SASMF provides a practical model for harmonizing academic and athletic systems to support dual-career student-athletes in developing nations. Findings emphasize leadership integration, evidence-based coaching, flexible pedagogy, and data-informed decision-making as essential drivers of sustainable sport development. This research contributes to the field of sport for development by localizing global performance models and offering actionable insights for higher education policy, institutional innovation, and community impact in the Thai context.</p> Nichapa Khumpaneid Siraphatthra Thongsawang Bundit Kobkarn Samitada Sungkapo Mart Maiprasert Peerayut Mungkung Thanatpong Sukwong Copyright (c) 2025 Journal of Modern Sport Management https://creativecommons.org/licenses/by-nc-nd/4.0 2025-12-01 2025-12-01 4 2 18 43