Factors Influencing the Behavioral Intention of Sports Tourists to Attend MotoGP Events
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Abstract
The objectives of this research were to 1) examine the levels of marketing mix factors (7Ps), motivation, , and behavioral intention among Thai sports tourists; 2) investigate the mediating effect of on the relationships between marketing mix factors, motivation, and behavioral intention; and 3) propose a structural equation model of factors influencing the behavioral intention of Thai sports tourists. A mixed-methods research design was employed. For the quantitative phase, data were collected via questionnaires from 320 Thai sports tourists who had experienced attending the MotoGP event in Buriram Province, and analyzed using descriptive statistics and Structural Equation Modeling (SEM). For the qualitative phase, in-depth interviews were conducted with 15 key informants, and the data were analyzed using content analysis.
The results revealed that: 1) Respondents perceived all variables at a high level, with mean scores ranging between 4.18 and 4.35. 2) The marketing mix factors (β = 0.480, t = 12.79) and motivation (β = 0.453, t = 11.56) exerted significant direct positive effects on , which subsequently had a significant direct positive effect on behavioral intention (β = 0.580, t = 9.65, p < 0.001). Conversely, the direct effects of both independent variables on behavioral intention were non-significant. Thus, functioned as a full mediator, serving as the sole pathway that transformed the 7Ps and motivation into behavioral intention, collectively accounting for 56.5% and 44.4% of the variance (R² = 0.565 and 0.444, respectively). 3) The proposed structural equation model demonstrated a good fit with the empirical data. The qualitative findings substantiated and expanded upon the quantitative results, indicating that experiential quality, excitement, and event engagement were the primary drivers of , whereas pricing remained a critical barrier for novice spectators. These findings extend the theoretical knowledge of sports tourism within the motorsport context and offer practical strategic guidelines for event organizers and government agencies to elevate Buriram Province as a sustainable, world-class sports destination.
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