ปัจจัยส่วนประสมทางการตลาดที่ส่งผลต่อกระบวนการตัดสินใจซื้อแพ็กเกจทัวร์ชมการแข่งขันฟุตบอลพรีเมียร์ลีกที่ประเทศอังกฤษของนักท่องเที่ยวชาวไทย

Abstract

  Sports tourism has gained significant popularity and serves as a major catalyst in attracting sports enthusiasts to travel more frequently. Attending English Premier League (EPL) matches is a premier destination for football fans, leading to the continuous growth of the sports tourism industry and an increasing demand for international travel.   This research aims to investigate the factors influencing the decision to purchase tour packages for English Premier League matches in England. The study focuses on two primary areas: Demographic factors and the Marketing Mix (7Ps), which comprises Product, Price, Place (Distribution Channels), Promotion, People, Process, and Physical Evidence. The objective is to provide valuable insights for sports tourism businesses and stakeholders to apply in their marketing strategies, ensuring they effectively meet tourist demands and purchasing trends.   The sample group for this study consisted of 400 Thai tourists, aged 20 and above, who have previously purchased EPL tour packages. The research findings regarding demographic factors indicate that differences in age, educational attainment, and income levels significantly influence the decision to purchase these tour packages. Regarding the Marketing Mix (7Ps), the factors found to have a positive influence on the purchasing decision include Place (Distribution Channels), People, Process, and Physical Evidence.