PROMOTING SPORT TOURIST LOYALTY THROUGH SPORT EVENTS QUALITY: A CASE STUDY OF BANGKOK THAILAND

Abstract

Sport tourist loyalty play an important role to support sport tourism business and a businesses related to sport tourism in Bangkok, Thailand as well as generating income and cash flow which drive the economic. In order to, promoting sport tourist loyalty, researcher focus on the affected of sport event quality . The research aimed to study the relationship sport tourist loyalty and sport event quality in Bangkok,Thailand. The mixed research method between quantitative and qualitative were used in this research. For the quantitative aspect, the sample group consists of 300 participators in sport tourists which was sampling Multi-Stage Sampling from the group of sport tourist in Bangkok Thailand. Data was collected by using questionnaires. The statistics used in the analysis were percentage, mean, standard deviation, Pearson correlation coefficient and structural equation modelling. In view of the qualitative aspect, an in-depth interview was applied among the target group of 17 sport tourism managements and expertise in Thailand. The findings revealed that the sport event quality and sport tourist loyalty were all at high level and the sport event quality influenced sport tourist loyalty in Bangkok,Thailand with statistical significance of 0.5. The research findings can be further applied as a guideline to define Sport tourism business model for sustainable sport tourist