THE GUIDELINES FOR THE ROYAL THAI NAVY BAND AT BANGKOK NAVAL BASE ON THE DEVELOPMENT OF MUSIC PERFORMANCE MANAGEMENT STRATEGIES

Abstract

The Royal Thai Navy Music Division plays a significant role in providing musical services for royal ceremonies, official functions, and public events, serving as a cultural mechanism that reflects the image of the military and the nation. However, the organization is currently facing several challenges, including workforce constraints, rigid traditional management systems, and increasing pressures from the rapidly changing digital environment, all of which affect operational efficiency. This study aims to (1) examine the current state of music performance management within the Royal Thai Navy Music Division, (2) develop strategic management guidelines based on the POCCC framework integrated with innovation-driven approaches, and (3) evaluate the suitability and feasibility of the proposed strategies. A mixed-methods research design was employed. Quantitative data were collected from 400 respondents using a five-point Likert scale questionnaire and analyzed using descriptive statistics. Qualitative data were obtained through semi-structured in-depth interviews with 10 senior executives and 20 external service users and analyzed using content analysis.

The findings indicate that overall management performance was rated at a high level across all POCCC dimensions, particularly in coordination and operational processes. The proposed strategic framework effectively integrates traditional management practices with digital innovation and social marketing and was evaluated as practical and applicable in real-world contexts. Nevertheless, key limitations were identified, including hierarchical organizational structures that lack flexibility and the underutilization of digital technologies. The discussion highlights that the integration of military discipline and artistic flexibility forms a hybrid management model, which can be further developed as an effective soft power mechanism. Future development should focus on enhancing digital integration and strengthening human capital capabilities to improve competitiveness and ensure long-term organizational sustainability.