THE IMPACT OF SPORTS TOURISM AND DIGITAL INTEGRATED MARKETING COMMUNICATION ON SPORTS TOURISM MANAGEMENT IN THE EASTERN ECONOMIC CORRIDOR (EEC) OF THAILAND
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Abstract
The purpose of this study was to determine the relationships between the impact of sport tourism and digital integrated marketing communication on the sports tourism management in the Eastern Economic Corridor (EEC) of Thailand. The mixed research method was used as 1) a quantitative method sampling with 340 peoples who living in the EEC and 2) a qualitative method comprised of in-depth interviews with 15 specialists. The data-collection tool was manage by questionnaire and interview form. The data analysis was conducted using structural equation analysis (SEM) and in-depth interviews. The results were as follows: 1) the impact of sport tourism had a direct effect on the sports tourism management model at 0.48, and digital integrated marketing communication had a direct effect on the sports tourism management model at 0.37 (chi-square = 0.08, df = 1, p-value = 0.78, RMSEA = 0.00, CFI = 1.00, GFI = 1.00, SRMR = 0.01, / df = less than 0.08). And 2) the qualitative methods found that the added value of sports tourism management model had follow the POIC principle to implement strategies and use information systems, including branding a variety of activities and community involvement as sports tourism within the EEC.
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