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Abstract:
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This study aimed to investigate spending behavior of runners at marathon races and factors influencing their repetition: a case study of runners at “Lampang Half Marathon” race. In so doing, this study conducted an analysis of the strengths, weaknesses, opportunities and threats (SWOT Analysis) in organizing the event. The findings were used as a guideline to improve the forthcoming events. This study applied a qualitative research which emphasized data collection from the in-depth interviews with the event’s organizer, sponsors, and government. This study also applied quantitative research design which employed a survey of 400 samples. The study carried out a Regression Analysis and Logit Model to assess the factors influencing the repetition of the runners at the marathon events in the forthcoming years.
The study results showed some evidence that the 1-kilometer increase in the distance of trip to the event caused the 4.97 Baht increase in the spending, statistically significant at the 0.01 level. The runners worked in private companies spent 654.62 Baht more than those with other careers, statistically significant at the 0.10 level. An increase in one-time experience in the half marathon race was correspond to 44.17 Baht increase in spending, statistically significant at the 0.05 level. Runners accompanied with more than one peer were more likely to spend 220.08 Baht more, statistically significant at the 0.01 level. An increase in one more night in Lampang was correspond to 1,061.224 Baht increase in spending, statistically significant at the 0.01 level. Runners travelled by plane spent 2.126.44 Baht more than those travelled by other mode of transportations, statistically significant at the 0.05 level.
Factors influencing the repetition of the runners at the “Lampang Half Marathon” race in the forthcoming years included the provision of drinking water (average score 8.31), registration process (average score 8.48), distribution process of BIB number and T-shirts (average score 8.85), overall satisfaction with the event (average score 8.42). The overall average score of all criteria equaled to 8.44, aligned with the hypothesis of this study. The probability of the repetition of a runner at the “Lampang Half Marathon” race next year equaled to 0.9614 or 96.14 percent, meaning that there would be 366 repeated runners and 34 runners would not repeat their running at the event next year.
The results of SWOT Analysis in organizing the “Lampang Half Marathon 2018” race could be used as a guideline to improve the forthcoming events. The strengths of this event included the collaboration among the event’s organizer, sponsors, and government; the venue of the event; and the attributes of the events. The weaknesses included the limitation of parking space in which the runners had to use the on-street parking, causing a congestion during the event. The opportunities included the promotion of sports tourism in Lampang in which the runners and the accompanying persons could travel around Lampang city, inducing the increase in spending for goods and services. The threats included the seasonality in which the event took place. The event this year was held in late summer and early wet season, making it quite hot during the registration day.
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