吸引观众:探索营销组合元素对体育赛事参与的影响

Q1 Arts and Humanities
Kittipong Napontun, K. Lertwachara, Teppasit Gulthawatvichai, Thanavutd Chutiphongdech, R. Wattanawaraporn, Damisa Chuenpreecha, Prarawan Senachai
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引用次数: 0

摘要

本研究探讨了营销组合成分对观众对体育赛事的兴趣和参与度的影响,重点关注泰国朱拉隆功大学和泰国法政大学之间的传统橄榄球比赛,即“橄榄球”。根据7Ps营销组合理论,该研究利用基于复合的方法来确定每个元素中有助于观众兴趣和后续参与的关键因素。研究结果表明,“产品”、“人”和“物证”显著影响观众跟踪体育比赛结果和促进其参与的兴趣。实践意义强调服务质量、员工充足性、适当的活动时间、引人入胜的中场表演和体育场装饰的重要性,以提高观众的兴趣。理论含义强调了营销组合元素作为刺激因素的作用,以吸引先前对体育没有兴趣的个人。总的来说,这项研究为体育竞赛管理者制定有针对性的战略提供了宝贵的见解,以提高观众的兴趣和参与度,丰富体育赛事体验和行业发展。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Captivating Spectators: Exploring the Influence of Marketing Mix Elements on Sports Event Engagement
This research study explores the influence of Marketing Mix components on spectator interest and engagement in sports events, with a focus on the traditional rugby football rivalry between Chulalongkorn University and Thammasat University, known as “Rugby Football,” in Thailand. Drawing on the 7Ps marketing mix theory, the study utilizes a composite-based approach to identify key factors within each element that contribute to spectator interest and subsequent engagement. The findings reveal that “Product,” “People,” and “Physical Evidence” significantly influence spectator interest in tracking sports competition results and promoting their involvement. Practical implications emphasize the importance of service quality, staff adequacy, appropriate event timing, engaging halftime shows, and stadium decoration, to enhance spectator interest. Theoretical implications highlight the role of the Marketing Mix elements as stimuli to attract individuals without prior interest in sports. Overall, this research provides valuable insights for sports competition managers to develop targeted strategies that foster increased interest and engagement among spectators, enriching the sports event experience and industry growth.
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来源期刊
ABAC Journal
ABAC Journal Arts and Humanities-Literature and Literary Theory
CiteScore
2.20
自引率
0.00%
发文量
54
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