Motivational Factors Influencing Attendance at the Opening and Closing Ceremonies of the 33rd SEA Games in Thailand: Applying the 4Es Framework
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Abstract
Thailand, as the host of the 33rd Southeast Asian Games, represents a major international sporting event that plays a significant role in enhancing the country’s image and promoting tourism development. In this context, the opening and closing ceremonies extend beyond traditional formalities and function as experience-oriented platforms designed to engage audiences and convey cultural identity. This study aims to examine the influence of experiential dimensions based on the Experience Economy framework, namely entertainment, esthetics, escapism, and education, on audience motivation to attend the opening and closing ceremonies. A quantitative research design was employed, and data were collected from 400 respondents using a five-point Likert scale questionnaire. The data were analysed using multiple linear regression to examine the influence of experiential dimensions on audience motivation. The findings indicate that all four experiential dimensions significantly influence audience motivation, although their levels of impact differ. Entertainment emerged as the strongest factor (β = 0.36, p < .001), followed by esthetics (β = 0.31, p < .001), escapism (β = 0.24, p < .01), and education (β = 0.12, p < .05). The regression model demonstrated strong explanatory power (R² = 0.62). These findings suggest that audiences are primarily motivated by enjoyable, visually engaging, and immersive experiences. This study contributes to the field of event management by providing empirical evidence on the role of experiential dimensions in shaping audience motivation within mega-sport event ceremonies in Southeast Asia. The findings also provide practical implications for event organisers, emphasising the importance of integrating entertainment programs, immersive audience engagement, and culturally meaningful performances to enhance audience attraction and strengthen Thailand’s international event image.
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