ปัจจัยที่มีผลต่อการตัดสินใจเดินทางท่องเที่ยวเชิงกีฬาเพื่อการรับชมการแข่งขันอีสปอร์ตภายใต้สถานการณ์การแพร่ระบาดโรคติดเชื้อไวรัสโคโรนา 2019

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.