The Development of Real Estate Business Management Model in The Digital Economy Era

Abstract

This research article aimed to study the components of real estate business management in the digital economy era. Develop into a model and a manual for real estate business management in the digital economy era were then developed. The data was drawn from four groups of informants: (1) 10 experts for an in-depth interview, 2) 473 responses to a questionnaire from the population group, including entrepreneurs, senior executives. From manager level and above or equivalent and consultants or experts who have knowledge and experience in managing and operating real estate businesses registered with the Ministry of Commerce in Thailand. Sample size was calculated using Taro Yamane's formula., (3) 16 experts for a group discussion forum, and (4) five experts for the manual evaluation. Research instruments contained an in-depth interview guide, a questionnaire, and a manual evaluation checklist. Content analysis was used to analyze the qualitative data whereas statistical methods for quantitative interpretation consisted of frequency, percentage, mean, standard deviation, and exploratory factor analysis. The research results found that the real estate business management model in the digital economy era included three main components: 1) real estate business planning and management, 2) organizational and human resource management, and 3) marketing management using digital technology. For the manual of the real estate business management model in the digital economy era, the experts agreed that it was appropriate and could be applied in a concrete way.