A Sport Affinity Segmentation: Understanding Thai Female Active Sport Tourists

Main Article Content

Jidapa Seebunruang


Female participation and popularity in sports have been increased dramatically in the 21st  century, which generate substantial social and economic benefits to host cities of sport events and bring to sustainable tourism concept. The objectives of this study cover 3 objectives: the first objective will explore a profile of Thai female active sport tourists, their motivations, and event loyalty. The second objective will study the proportion of respondents with different sport affinity. The third objective will study the differences of affinity-segments on their profile, motivations, and event loyalty. This study classified 415 on-site participants in the Khon Kaen International Marathon 2018, into four affinity segments. Crosstabulations and Chi-square tests were used for the sport affinity segmentation. ANOVA and Chi-square tests were also used to determine the significant differences between the affinity segments among respondentsprofiles, motivating reasons, and event loyalty, at 0.05 level of significant. The results found that a profile of Thai female active sport tourists was single with the average age 28 years, student, well-educated, relatively affluent, and resident who lived in the event province. Their top three motivations were being healthy, gaining new experience, and running location. The respondents were very likely to revisit and suggest or invite other people by making word-of-mouth. The main proportion of the respondents was the Beginner. The degree of affinity had significant differences on their profile, motivation, and event loyalty.

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How to Cite
Seebunruang, J. . . (2020). A Sport Affinity Segmentation: Understanding Thai Female Active Sport Tourists. Dusit Thani College Journal, 14(1), 165–178. Retrieved from https://so01.tci-thaijo.org/index.php/journaldtc/article/view/241388
Research Article


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