Abstract:
The purpose of this research was to study the factors affecting the travel
decision – making for watching E-sports compettions in the Coronavirus Disease 2019
(COVID-19) Pandemic Outbreak. This research was mixed method research.
In term of quantitative research, the sample were 139 Thai tourists who was
over 18 years old and had experiences to travel for attending E-sports competitions
event Thailand before 2019 by using a questionnaire as a survey tool. Semi-Structured
interview was used in qualitative research to collect data from 3 experts. Data was
analyzed statistically by using the percentage, means, standard diviation.
The researcher also used KMO (Kaiser – Meyer – Olkin Measure of Sampling Adequancy)
was also employed for examing the strength of the partial correlation between the
variables and Barletts’s test of Sphericity for testing the null hypothesis that the
correlation matrix is an identity matrix together with Factor Analysis and Multiple
Regression analysis in Enter form. The results were as followed ;
1. Most of the respondents had a preference for the tourism component of the
attraction and services (𝐱 = 4.27 , S.D. = 0.65) , Cultural Motivation (𝐱 = 3,96 , S.D. = 0.66) and
Marketing mix of Truths (𝐱 = 4.39 , S.D. = 0.55)
2. The factors which affect the travel decision – making for watching E-sports
competitions are statistically significant at the 0.05 level namely sport tourism
attractions event activities and souvenirs and measures and countermeasures of
E-sports event organizers.
