Marketing Promotion Guidelines for Sports Tourism, Chiang Rai Province
Keywords:
Marketing, Sports Tourism, Chiang RaiAbstract
This study aims to 1) analyze the marketing factors of sports tourism, Chiang Rai Province and 2) propose marketing promotion guidelines for sports tourism, Chiang Rai Province. The research methodology collected data from 600 tourists who participated in or attended sports events in Chiang Rai Province with questionnaires. Data analysis used descriptive statistics and Confirmatory Factor Analysis (CFA). The results found that the marketing factors of sports tourism in Chiang Rai Province aligned with the goodness of fit index model with a p-value of 0.283, which exceeded 0.05, encompassing tourism products and services, price, place, promotion, service personnel, service processes, and physical evidence. Consequently, the proposed marketing promotion guidelines for sports tourism in Chiang Rai Province were based on the marketing factors of sports tourism in Chiang Rai Province.
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