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

Abstract

This research article evaluates 1) examine tourist behavior and the marketing mix factors influencing the decision to participate in mass sports events, 2) analyze the relationship between marketing mix factors and the decision to participate in mass sports events, and
3) compare the differences in individual factors affecting the decision to participate in mass sports events. Using a Quantitative Research approach. The sample group consisted of 384 tourists who traveled to participate in sports tourism activities in Thailand. The marketing mix factors significantly influencing the decision to participate in mass sports events were analyzed. It was found that price had the highest impact, followed by product and service quality and efficiency, promotional activities, location and accessibility, physical characteristics, personnel, and the overall process of product and service delivery. Multiple Regression Analysis Results revealed that factors significantly associated with the decision to participate in mass sports events were: Product and service quality (+0.06), Price (+0.17), Location and accessibility (+0.12), Promotional activities (+0.08), Personnel (+0.93), Physical characteristics (+0.25), Process (+0.10) and Product and service efficiency (+0.15). The coefficient of determination (R²) was 0.57, indicating a moderate explanatory power of the model.