Marketing Mix Factors and the Attitudes of Road Race Running Event Organizers After the COVID-19 Pandemic in Thailand

Abstract

The purposes of this research were to study marketing mix factors for organizing road Race Running Events after Covid-19 and to study the attitude of road running organizers after Covid-19 pandemic. It was found that the organizers have changed both the adjustment and marketing mix factors, including products, procurement equipment and the path of the competition to be of a standard, beautiful, pricing considerations and perceived value for participants. The study also delves into distribution channels, convenient race venues, online marketing promotions, registration processes, and online training for efficient road running event management. Examining physical facilities, organizational planning, competition routes, and processes, the research underscores the quality and standards upheld by road running events. The impact of the COVID-19 outbreak necessitated a hiatus in organizing such events, compelling organizers to adapt by embracing new event formats, such as online races, and implementing distancing measures. Consequently, these adaptations have enhanced the overall quality and standards of road running events. The study suggests a trend towards more specialized event formats, tailored to meet the expectations and preferences of both organizers and participants.