MARKETING MODEL FOR THE WORTHY USE OF THE STADIUM
Keywords:
Sport Stadium, Maketing Model, ValueAbstract
The objectives of this research were 1) to study the current activities arranged at the stadiums and the worthy use of the stadiums, 2) to develop the marketing model that can create the worthy use of the stadiums and 3) to propose the project regarding the managing of the stadiums in order to create the worthy use of the stadiums. Mixed methodology was utilized as the guiding model for the data collection, analysis and interpretation process for this research. The research instruments were interview forms and questionnaires. For quantitative procedure, depth-interview with the 21 administrators of the public stadiums, the businessmen and marketing personnel were conducted and for quantitative procedure, 532 the stadium service users were asked to do the questionnaires. The qualitative data were analyzed by using content analysis. The quantitative data were analyzed by computer programs. Descriptive statistic was analyzed by using percentage and mean. Statistic was analyzed by using exploratory factor analysis. The research results were as follows:
- The present marketing model of the stadium lacked of the cognition and understanding about marketing management and serious problems of lacking of creating activities which strongly relate to the stadium service users.
- About the marketing model of the stadium, there was the survey about the needs of the stadium service users in order to create some interesting activities. The concept of the governmental activities was for creating the worthiness of society, and the private activities were for creating the worthiness of value under the act of Public-Private Partnership or PPP as the connection between two of them. Moreover, the communication was used to create the worthy use of the stadium as the media for the clients to completely receive all the news.
This project and all the activities created the worthiness in 2 sections; 1) the governmental activities which promoted the worthiness of society and 2) the private activities which promoted the worthiness of value.
References
Sports Authority of Thailand Ministry of Tourism and Sports. (2012). Plan making guide Strategy of the National Sports Development Plan No. 5, 2012-2016. Bangkok : Office of the Welfare Promotion Commission for Teachers and Education Personnel Press.
Chanaritchai et al. (2012). Stadium management, Phrae Provincial Administrative Organization. Bangkok : Naresuan University.
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Chuchai Phiphatisithi, Chai Kittikunaporn and Chanesh Kthipyaphas. (2007). Project Feasibility Analysis Guide Case studies of private investment projects And real estate projects. Bangkok : P Printing Group.
Supasak Panthab. (2012). Factors in determining the sales promotion decision in different forms Of users of the football field rental business in the Thonburi area. Master of Economics (Business Economics), Faculty of Economics. Bangkok: Thammasat University.
Kotler, P. (2004). Ten Deadly Marketing Sins : Signs and Solutions. New Jersey: John Wiley & Sons.
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