The Relationship Between Event Experience and Intention to Recommend Among Visitors of the Awakening Bangkok 2024 Festival
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Abstract
This study examines the relationship between event experience and intention to recommend among attendees of the Awakening Bangkok 2024 festival and explores differences in intention to recommend across groups with varying levels of event experience. The research hypothesizes a positive correlation between event experience and intention to recommend and significant differences in intention to recommend based on event experience levels, providing insights for optimizing event design and fostering attendee advocacy.
This study employed a quantitative research approach using a questionnaire as the data collection instrument. The sample consisted of 400 participants who attended the Awakening Bangkok 2024 festival held in the Phra Nakhon–Pak Khlong Talat area between 8 and 17 November 2024. Quota sampling was employed in selecting the participants. Inferential statistics used in the data analysis included Pearson’s correlation coefficient and one-way analysis of variance (ANOVA). The results show a strong positive correlation between event experience and intention to recommend (r=0.744,p<.01) and significant differences in intention to recommend across event experience levels (F=80.405,p<.01), with the greatest variation observed between the lowest and highest experience groups. These findings highlight the need to enhance emotional, cognitive, and physical engagement while incorporating novel experiences to boost advocacy intentions. The study offers actionable recommendations for event organizers to improve the design and execution of future events.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
ข้อความและความเห็นในวารสารนิเทศศาสตร์และนวัตกรรม นิด้า เป็นของผู้เขียนแต่ละท่าน มิใช่ของคณะนิเทศศาสตร์และนวัตกรรมการจัดการ สถาบันบัณฑิตพัฒนบริหารศาสตร์
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ภาษาไทย
The Better. (2567). เติมไฟอีกครั้งที่ Awakening Bangkok 2024 วันนี้ถึง 17 พ.ย. 67. The Better, https://www.thebetter.co.th/news/lifestyle/23525
ธนธร สันติชาติ และเกิดศิริ เจริญวิศาล. (2566). การประยุกต์ใช้โมเดลระดับประสบการณ์ในงาน อีเวนต์เชิงเทศกาล(EES) หลังการแพร่ระบาดของโรคโควิด-19. วารสารวิทยาการจัดการมหาวิทยาลัยสงขลานครินทร์, 40(1), 160-181.
