Main Article Content
The purpose of this research was to study factors affecting the decision making to participate in the triathlon race by applying the 7Ps marketing mix including and to compare demographic attributes: gender, age, education level and income of triathletes.
The sample of research consisted of 400 Thai people who living in Bangkok, age ≥ 20, years and had participated in triathlon races in Thailand. This research used questionnaires as the method to collect data with the IOC of 0.88 and coefficient alpha of 0.943. Data were expressed as frequency, percentage, and mean and standard deviation and were analysed using multiple linear regression, Independent sample t-test, and One-way ANOVA with a statistical significance at p < 0.05.
Overall, the samples scored the highest for their opinions in both of the 7Ps marketing mix and the decision making for participating in triathlon race. The hypotheses testing revealed that 7Ps marketing mix including promotion, people, physical evidence and process had significancely affected on the decision making to participate in the triathlon race (P >.05). Moreover, the comparison of demographic attribute revealed that differences in gender, age education level and income had no effect on decision making to participate in the triathlon race.
Only marketing mix factors of promotion, people, physical evidence and process affected on the decision making to participate in the triathlon race, regardless of gender, age, education level and income.
Asawin Panterdthai. (2016). Factors affecting marathon event’s consumer satisfaction. Master’s Thesis, Facluty of Commerce and Accountancy, Thammasat University. Bangkok.
Aschewer, H. (2000). The Complete Guide to Triathlon Training. Oxford: Meyer and Meyer Sport.
Auttapol Junaui. (2019). Service Marketing Mix Factor Effect to Decision Process for Using Service for Applying The Health Care Runner in Hatyai District, Songkhla Province. Master’s Thesis, Facluty of Business Administration, Ramkhamhaeng University. Bangkok.
Chakachat Sukpopet. (2015). Factors affecting the consumer’s decision making to choose all star driving range golf complex. Master’s Thesis, Faculty of Management Science, Slipakorn University. Petchaburi.
Fink, M. & Fink, D. (2014). IronFit Triathlon Training for Women: Training Programs and Secrets for Success in all Triathlon Distances. Guildford, Connecticut: Rowman & Littlefield.
Getz, D. (2017). Event Studies: Theory, Research and Policy for Planned Events. Oxford. Elsevier Butterworth-Heinemann.
Gibson, H. J. (1998). Sport tourism: A critical analysis of research. Sport Management Review, 1(1), 45-76.
Koo, S.K., Byon, K.K. & Baker III, T.A. (2014). Integrating Event Image, Satisfaction, and Behavioural Intention: Small-Scale Marathon Event. Sport Marketing Quarterly, 23,127-137.
Manley, B. and Colbert, L. (2009). The Everything Triathlon Training Book: From Scheduling Workouts to Crossing the Finished Line. Avon, M.A.: Adams Media.
Miller, A. (2012). Understanding the ‘Event Experience’ of Active Sports Tourists: Long Distance Endurance Triathletes. Shipway, R. & Fyall A. (Eds) International Sport Events: Impacts Experiences and Identities. New York: Routhledge.
Mules, T., & Dwyer, L. (2006). Sport Tourism: Concepts and Theories. London: Routledge. National Statistical Office. (2019). Retrieved from www.nso.go.th (Access date 9 January 2020)
Nattapan Urailaksamee (2018). Marketing promotion affecting runners’ decision to participate in marathon tournament in Thailand. Master’s Thesis, Facluty of Sport Science, Chulalongkorn University. Bangkok.
Rasika Janchotsathian. (2018) Factors Affecting Run ForLife Marathon’s Joining Decision Making of Amphur Muang Nakornratchasima Population. Master’s Thesis, Facluty of Business Administration, Ramkhamhaeng University. Bangkok.
Rosmarin Arunothaipipat and Pornthep Dissyabut. (2017). Touring Cyclists Preferences for Bike-friendly Accommodation Attributes. Veridian E-journal Silapakorn University, 10(2), 1476-1487.
Siriwan Serirat et al. (2009). Business reserch. Bangkok: Diamond in Business World. Taro Tamane. (1973). Statistics: An Introductory Analysis. New York: Harper and Row.
Thanaruk Buran. (2015). The Factor of Decision Making to Sportswear by Customers in Saraburi Province. The Journal of Development Administration Research, 5(2), 24-33.
Wannipa Ketsomjai. (2003). Factors Influencing Consumer Behavior of Using Golf Driving Range Centers, in Bangkok Metropolitan Area. Master’s Thesis, Facluty of Business Administration, Srinakharinwirot University.Bangkok.
Waranpong Boonsiritomachai and Chanchai Phonthanukitithaworn. (2018). Destination Attributes that attract Marathon Runners: a Case study of the Bangsaen21 Half Marathon, Modern Management Journal,16(1), 251 - 262.
Worawee Nakpanom and Jutha (2011). Marketing mix affecting the golfer’s decision to select golf courses in Chonburi Province. Journal of Sports Science and Health, 14(1), 78-90.