Marketing Mix Factors and Tourist Behavior Influencing the Decision to Participate in Mass Sports Events ปัจจัยส่วนผสมทางการตลาดและพฤติกรรมนักท่องเที่ยวที่มีผลต่อ การตัดสินใจเลือกเข้าร่วมงานอีเวนต์กีฬามวลชน

Abstract

Objective of the Research 1. To study tourist behavior and marketing mix factors affecting the decision to participate in mass sports events. 2. To analyze the relationship between marketing mix factors and the decision to participate in mass sports events. 3. To compare differences in personal factors affecting the decision to participate in mass sports events. The sample consisted of 384 tourists who participated in mass sports events held in Thailand. Statistical Methods Used: Descriptive Statistics: Percentages, Mean, Standard Deviation Inferential Statistics: T-test, F-test for comparing personal factors with participation decisions, and Multiple Regression Analysis to determine relationships between factors.

              The results show that the majority of tourists are male, aged 20-30 years, with a self-employed occupation, earning between 15,001 and 25,000 baht, and holding a bachelor's degree. Most tourists are attending the event for the first time, plan their travel independently, travel with family, spend 10,001 - 20,000 baht per trip, and use Facebook as their primary source of travel information.

              Findings on Marketing Mix Factors: Price has the most significant effect on the decision to participate in mass sports events. Productivity or Effectiveness, Promotion, Place, and Physical Characteristics have equal influence. Personnel, Process, Product and Service are less influential. Multiple Regression Analysis Results: The factors significantly related to the decision to participate in mass sports events are summarized in the following equation: Y Decision to Participate= 0.01+0.06(Product and Service) + 0.17(Price)+0.12(Place/DistributionChannels)+0.08(Promotion)+0.93(Personnel)+0.25(Physical Characteristics)+0.10(Process)+0.15(Productivity or Effectiveness); R2 = 0.57.

Keywords: Marketing Mix Factors, Mass Sports Events, Sports Tourism