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Sarach Deengam
Chai Nimakorn


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:

  1. 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.

  2. 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.


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How to Cite
Deengam, S. ., & Nimakorn, C. (2019). MARKETING MODEL FOR THE WORTHY USE OF THE STADIUM. Journal of MCU Social Science Review, 8(4), 201–211. Retrieved from
Research Articles


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