Digital Marketing Management To Promote Thai Boxing Sport Tourism For Health – Conscious Foreign Tourists

Authors

ผศ. ดร.สุริยา ส้มจันทร์, ศ.ดร.เทิดชาย ช่วยบำรุง

Published

Linguistica Antverpiensia

Abstract

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 …

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