กลยุทธ์ส่วนประสมทางการตลาดที่มีอิทธิพลต่อการตัดสินใจเข้าร่วมงานวิ่งถนนในประเทศไทยหลังโควิด-19

Abstract

The purposes of this research were to 1. study the differences in opinions toward marketing mix strategy according to demographic characteristics, 2. study marketing mix strategy influencing decision making to participate in road race events during the Covid-19 in Thailand, and 3. investigate marketing mix strategy that suitable for road race events after the Covid-19 in Thailand. This research used a mixed methods approach which consisted of quantitative and qualitative research. For the quantitative study, the sample group was road race event participants during the Covid-19. Overall, 400 valid responses of self-administered questionnaires were received for the survey study. The data collected was analyzed using descriptive analysis, T-test, One-way ANOVA, and multiple regression analysis. For the qualitative study, the sample group was road race organizers. The in-depth interviews were conducted with 8 organizers. The quantitative results there were the statistical differences between the means of opinions toward marketing mix strategy according to gender, ages, status, education levels, occupation, and income. Moreover, there were four out of seven factors that influenced the decision making to participate in road race events during the Covid-19 in Thailand. There four factors were marketing promotions (Beta=.433, t=7.381), place (Beta=.207, t=3.729), physical evidence (Beta=.121, t=2.305), and price (Beta=-.107, t=-2.972). However, product, people, and process did not affected the decision making to participate in road race events during the Covid-19 crisis in Thailand. In addition, the qualitative results showed that the organizers anticipated all the marketing strategies needed to be adjusted. That was not only the four marketing strategies (marketing promotions, place, physical evidence, and price) that influenced the decision making to participate in road race, but also product, people, and process were also important for the road race events after the Covid-19. Therefore, the organizers and related agencies can use the results obtained from the study to develop and apply as a guideline for organizing the road race to suit with the participants after the Covid-19 .