| Title: | A Study of the Key Factors Affecting Intention for Golf Tourism in Thailand |
| Author: | Ping Wei Lin |
| Advisor: | ดร.วรางค์รัตน์ นิติวนะกุล – Dr.Warangrat Nitiwannakul |
| Degree: | Master of Business Administration |
| Major: | International Business Management |
| Faculty: | บัณฑิตวิทยาลัย (Graduate School) |
| Academic year: | 2568 (2025) |
| Published: | นำเสนอในที่ประชุมวิชาการ (Conference) The 1st Thailand-Sino International Conference and The 17th National and International Academic Conference “New Quality Productive Forces and Sustainable Innovation” 14-16 November 2024 (pp.1139-1147) Click PDF |
Abstract
This study investigated the critical determinants influencing golf tourism intentions in Thailand, focusing on the interplay of service quality, marketing strategies, and experiential factors. Utilizing a structured questionnaire, data were collected from 300 international golf tourists through convenience sampling across major Thai destinations, including Bangkok, Phuket, and Chiang Mai.
This research employed the quantitative research method. Descriptive and inferential statistical analyses were conducted to examine the impact of product attributes, pricing, accessibility, promotional tactics, service excellence, social influence, facility conditions, and performance expectancy on travel intentions. Findings highlight service quality and facility maintenance as the strongest predictors of tourist intentions, followed by strategic promotions. Especially, the study reveals that Thailand’s unique integration of cultural landscapes and premium amenities significantly enhances perceived value.
The research advances theoretical frameworks in sports tourism by empirically validating the 4Ps marketing model while offering actionable insights for stakeholders to optimize destination competitiveness through targeted service enhancements, dynamic pricing, and digital engagement strategies. For managerial implication, this study contributes knowledge to hospitality and tourism industry by providing the competitive strategy guideline for golf tourism business practice.
Keywords: golf tourism, Thailand, tourist behavior, marketing strategies, service quality
6617192001, PPing Wei Lin, Advisor: ดร.วรางค์รัตน์ นิติวนะกุล – Dr.Warangrat Nitiwannakul, สารนิพนธ์ (Independent Study), – A Study of the Key Factors Affecting Intention for Golf Tourism in Thailand , นำเสนอในที่ประชุมวิชาการ (Conference), The 17th National and International Academic Conference 2024, Online Conference, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย
