Captivating Spectators: Exploring the Influence of Marketing Mix Elements on Sports Event Engagement
نویسندگان
چکیده
This research study explores the influence of Marketing Mix components on spectator interest and engagement in sports events, with a focus traditional rugby football rivalry between Chulalongkorn University Thammasat University, known as “Rugby Football,” Thailand. Drawing 7Ps marketing mix theory, utilizes composite-based approach to identify key factors within each element that contribute subsequent engagement. The findings reveal “Product,” “People,” “Physical Evidence” significantly tracking competition results promoting their involvement. Practical implications emphasize importance service quality, staff adequacy, appropriate event timing, engaging halftime shows, stadium decoration, enhance interest. Theoretical highlight role elements stimuli attract individuals without prior sports. Overall, this provides valuable insights for managers develop targeted strategies foster increased among spectators, enriching experience industry growth.
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ژورنال
عنوان ژورنال: ABAC Journal
سال: 2023
ISSN: ['0858-0855']
DOI: https://doi.org/10.59865/abacj.2023.43