The Relationship Between Event Experience and Intention to Recommend Among Visitors of the Awakening Bangkok 2024 Festival
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บทคัดย่อ
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 quantitative research employed a questionnaire for data collection. The population consisted of attendees of the Awakening Bangkok 2024 festival held in the Phra Nakhon and Pak Khlong Talad areas between November 8–17, 2024. A sample of 400 participants was selected using quota sampling, and inferential statistics were employed, including Pearson correlation analysis and One-way 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
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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
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