DIGITAL MARKETING MANAGEMENT TO PROMOTE THAI BOXING SPORT TOURISM FOR HEALTH – CONSCIOUS FOREIGN TOURISTS

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Therdchai Choibamroong

Résumé

This research employs a mixed method research utilizing quantitative and qualitative research methodologies with the objectives to study the needs for information in making decisions for Thai boxing sport tourism among foreign health-conscious tourists and propose a digital marketing management approach to promote Thai boxing sport tourism to foreign health-conscious tourists. The research areas were Bangkok, Chiang Mai, Phuket and Nakhon Ratchasima provinces whereas data were collected from 400 foreign tourists chosen by random sampling. The research instruments were questionnaires and inferential statistics analyzed by logistic regression model analysis from 28 boxing camp operators offering Thai boxing training and competitions and 25 related associates by selecting a specific key informant. The research instrument was a semi-structured interview and the obtained data were screened and classified into various topics by means of content analysis and then inductive description.


The analysis of the logistic regression model showed that variables affecting the needs and decisions for Thai boxing tourism among foreign tourists were convenient transportation, reasonable price and service, carious activities, social media marketing, search engine optimization, online PR, and the needs to relax with family or friends. The results of the development of digital marketing management models for promoting Thai boxing sport tourism to foreign health-conscious tourists unveiled that boxing camp entrepreneurs must emphasize more on the 5Ps namely Product, People, Place, Promotion, and Personal.

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