Marketing Mix Factors Affecting Decision Making of Foreign Tourists Audiences Watching Thai Boxing at Lumpinee Boxing Stadium
The purpose of this research was to 1) explore channels for getting information about Thai Boxing (Muay Thai) and reasons to making decision to watching a live match in Lumpinee Boxing Stadium of foreign tourists 2) examine for marketing mix of foreign tourists audiences watching a live match in Lumpinee Boxing Stadium. The data were collected from 400 tourists watching Muay Thai match at Lumpinee Boxing Stadium by accidental sampling method. The tool was questionnaire, The Statictics were Mean and S.D.
According to the results found that
1. The highest frequent used channels for getting information about Thai Boxing were from social media such as Facebook, Instagram, Pinterest, Whatsapp WeChat etc ( x̅ =3.72), followed by from Access websites (x̅ =3.25). The lowest frequent used channels were found in radio channel (x̅ =1.87).
2. For the marketing mix, most of foreign tourist audiences agreed that the most important factor was friendliness and hospitality of personnel ( = 3.80), followed by convenient ticket purchase ( = 3.78), attractive location ( = 3.72), and easy access to boxing stage ( = 3.71).
Keywords - Marketing Mix, Foreign Tourists , Thai Boxing Audience, Lumpinee Thai Boxing Stadium , Muay Thai audiences