COMMUNICATION MODEL FOR THE FOREIGN FOOTBALL PLAYERS’ CULTURAL ADJUSTMENT IN THAILAND LEAGUE FOOTBALL CLUB
The objectives of this research were to study factors that have an affected and how to communicate with the foreign football players’ cultural adjustment in Thailand league football club. The qualitative research method was used and the research tools included in-depth interview and participant observation. The sample groups were foreign footballers, Thai footballers and coaches in Thailand league football club. The research results showed that the factors which have an affected and way to communicate with the foreign football players’ cultural adjustment in Thailand league football club had 5 sides according to Demographic characteristics, Knowing/communication skills, Attitude toward Thai people, Media usage behavior and Cultural adaptation. Cultural adjustment process had 8 steps including Honeymoon Stage, Hostility Stage, Culture shock Stage, Gradual adjustment Stage, Adaptation Stage, Ambivalence Stage, Re-entry Culture Shock Stage and Resocialization Stage.
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