แรงจูงใจและส่วนประสมทางการตลาดที่มีอิทธิพลต่อการตัดสินใจของ นักท่องเที่ยวต่างชาติในการเดินทางมาชมมวยไทย
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Abstract
This research article, “Motivation and Marketing Mix Factors Influencing International Tourists’ Decision to Experience Muay Thai” aims to study the demographic factors and tourism behavior of foreign tourists; the motivations of foreign tourists to travel to watch Muay Thai; the influence of the marketing mix (4P) on the desire to watch Muay Thai; and the business models and marketing strategies that affect foreign tourists' decisions to travel to watch Muay Thai. This research uses a quantitative research method, collecting data from 400 foreign tourists attending Muay Thai matches at Lumpinee Boxing Stadium using a content-validated questionnaire. Data was analyzed using descriptive statistics including frequency, percentage, mean, and standard deviation. The results showed that the majority of respondents were male (73.3%), aged between 20-30 years (59.3%), single (65.8%), and held a bachelor's degree (58.8%). Regarding motivations for traveling to watch Muay Thai. The overall motivation level was found to be high (mean = 4.10), with pull motivation having a mean of 4.12 and push motivation having a mean of 4.08. The factors with the highest mean scores were the application of Muay Thai skills for self-defense (mean = 4.25) and the reputation of the boxer (mean = 4.30). Regarding marketing mix factors, they showed a significant influence on tourists’ motivation (overall mean = 4.03), with the product aspect having the highest mean (mean = 4.13), followed by distribution channels (mean = 4.12), price (mean = 3.97), and promotion (mean = 3.89).
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References
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