THE SATISFACTION OF THAI SPECTATORS TOWARDS THE COMPONENTS OF MUAY THAI COMPETITION MANAGEMENT
Article Sidebar
Main Article Content
Abstract
Purpose: The purpose of this study was to analyze the levels of satisfaction that Thai spectators feel towards the various components of Muay Thai competition management which were operations of competition management, management of facilities conductive to competition and professionalism of staff in operating competition. For the spectators, the study focused on and compared specific demographic categories including gender, age, status, education level, career, and income.
Methods: The method of quantitative research used was a survey. The total amount of survey samples consisted 440 Thai spectators who could all read and write Thai. Questionnaires were used as the main method of collecting data with an IOC of 0.88 and a coefficient alpha equal to 0.95. The study also applied statistical data analyses using the determination of patterns, such as the frequency, percentage, mean, standard deviation, and t-test. The research also undertook One-Way ANOVA. When the research revealed the difference of statistical significance to be at 0.05, LSD technique was adopted to test the pair differences.
Results: The study found that most of the Thai spectators responding to the survey shared the following characteristics: they were males between the ages of 30 and 39 years old, had a minimum of high-school level of education, married, with an average monthly income between 10,000 and 20,000 Baht. The hypotheses testing revealed that the overall satisfaction of Thai spectators towards the components of Muay Thai competition management reached a high level of agreement (mean=4.01). In addition, the high satisfaction of Thai spectators towards the components of Muay Thai competition management was due to the following reasons: professionalism of staff in operating competition (mean=4.10), operations of competition management (mean=4.09), and management of facilities conducive to competition (mean=3.84). The characteristic that did not show any significant difference was age, but education level demonstrated a statistical difference of 0.05.
Conclusion: The satisfaction of Thai spectators towards the components of Muay Thai competition management had a noticeable high level of agreement. Moreover, the demographic categories of age, status, and education level demonstrated a difference in the components of Muay Thai competition management.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
References
Bahk, C. M. (2000). Sex Differences in Sport Spectator Involvement. Perceptual and Motor Skills, 91(1), 79–83.
Cannon, T. F., & Ford, J. (2002). Relationship of Demographic and Trip Characteristics to Visitor Spending: An Analysis of Sports Travel Visitors across Time. Tourism Economics, 8(3), 263–271.
Chen, S. (2013). Professional Expectations of Sport Management Students as Related to Academic Curricular Alignment Support and Preparation. Universal Journal of Management, 1(3), 132-137.
Chusuwan, N. (2017). Marketing factors influence demand for foreigners to come to watch Thai boxing. Master of Hospitality and Tourism Industry Management, Graduate School, Bangkok University.
Cochran, W. G. (1977). Sampling Techniques. New York John Wiley and Sons Inc.
Daily News. (2015). “Channel 7 Boxing Ring” busy the end of the year. (Online). Retrieved November 20, 2019, from dailynews.co.th Website: https://www.dailynews.co.th/sports/369636
Hanwiset, C. (2011).Satisfaction of Foreign Audience to Thai Boxing on the Management in Fairtex Thepprasit Pattaya Boxing Stadium. Master thesis, M.S. (Recreation Management). Bangkok: graduate School, Srinakharinwirot.
Kotler, P. (1999). Marketing management: analysis, planning, implementation and control Prentice-Hall: Engewood Cliffs.
Kwon, H. H., Trail, G. T., & Andeson, D. (2005). Are points of attachment necessary in predicting cognitive, affective, conative, or behavioral loyalty? A case analysis. Sport Management Review, 8, 255-270.
Nielsen. (2016). Muay Thai The digital TV is called ratings. (Online). Retrieved November 20, 2019, from positioningmag Website: https://positioningmag.com/1105778
Patterson, P., & Spreng, R. (1997). Modelling the relationship between perceived value, satisfaction and repurchase intentions in a business-to-business, services context: an empirical examination. International Journal of Service Industry Management, 8(5), 414-434.
Rucksapoldech, P. (2017). A Muay Thai Business Management Model in Thailand. Veridain E-Journal, Silpakorn University, 10(1), 1255-1269.
Skyscanner. (2017). 6 best places to watch Muay Thai fights in Bangkok. Retrieved from https://www.skyscanner.com.ph/news/tips/6-best-places-to-watch-muay-thai-fights-in-bangkok
Saimsport. (2017). (Online). Retrieved November 20, 2019, from Saimsport.co.th Website: https://www.siamsport.co.th/boxing/view/43477
Suksawang, S. and Singsathit, R. (2017). Marketing Mix of Foreign Tourist Audiences Watching Thai Boxing at Rajadamnern Thai Boxing Stadium and Channel 7 Boxing Ring. The 5th National Conference of Chom Bueng Rajabhat University.
Suwannabandit, A and Adulphatthanakit, P. (2005). Service Psychology. Bangkok: Press and Die Company Limited.
Tangsiriyangkul, D. (2017). The marketing mix affecting decision making to attend Thai boxing stadium in Bangkok Metropolitan Region. Master of Sports Science, Chulalongkorn University
Thairath. (2019). Complementary or Charge. (Online). Retrieved November 20, 2019, from thairath.co.th Website: https://www.thairath.co.th/sport/boxing-mma/1517468
Thaphra, B. (2012).Khadcheuk. 19 (6787), 4. Muaysiamnews.
Thrane, C. (2001). Sport spectatorship in Scandinavia: A class phenomenon? International Review for the Sociology of Sport, 36, 149–163.
Tsuj, Y., Bennett, G., & Zhang, J. (2007). Sport Marketing Quarterly. West Virginia University, 16(4), 199-201.
Yusof, A., & Hamdan, N. (2014). An Examination of Sport Tourists’ Profiles and Motives as for Visiting Langkawi. Middle East Journal of Scientific Research, 19, 161-165.
Yusof, A., Popa, A., & Soh, K. L. (2017). Investigating Sport Tourists’ perceived Attributes of Muay Thai, Event Satisfaction and Behavioural Intentions of Attending Future Events. International Journal of Academic Research in Business and Social Sciences, 7(6), 457-465.
Wiwatthanawararom, N. (2016). Factors affecting consumer choice to attend football matches in the Stadiums in Thailand. Master of Business Administration, Faculty of Commerce and Accountancy, Thammasat University. Bangkok.