Factors influencing runners’ decisions on attending running events | |
| Author | Jirayu Voharndee |
| Call Number | AIT RSPR no.SM-21-05 |
| Subject(s) | Marathon running--Social aspects Marathon running--Thailand Runners (Sports) |
| Note | A research submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | Run is one of the most popular practices that people could adopt in their exercises. There are many running or marathons programs in worldwide places. In Thailand, running activities are becoming popular and trendy. There are more than 1,000 events in a year, it is estimated that running activities generate more than 5,000 million Baht in each year, many corporates and organizations had attempted to follow and exploit benefits from running events. However, not all events could manage to organize run event successfully, several events could attract only few numbers of runner, even some events ended up in lost or received numbers of complaints. Therefore, this study desire to discover and develop the understanding of Thai runners, especially their preference and decision on attending run events. Referring to the ideas and suggestions from previous relevant studies, this study will focus on 4Ps marketing mix concept, demographics factors and psychographic factors. Regarding data collection, they are collected from questionnaires which are initially developed from qualitative method through the interview. By utilizing statistical analyses, the results of this study reveal several points that are aligned with previous research but also several points that do not really agree with some prior studies. However, the final result shows that there are 5 factors that influence and impact runner decision on joining run events which are Involvement, Product fact, Place factor, Health Consciousness and Age. |
| Year | 2021 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Sununta Siengthai |
| Examination Committee(s) | Levermore, Roger;Kritsadarat Wattanasuwan |
| Scholarship Donor(s) | His Majesty the King’s Scholarships (Thailand) |
| Degree | Research Studies Project Report (M. BA.) - Asian Institute of Technology, 2021 |