Approach for Media Selection to Communicate Marathon Activities in the Tourism Context

Abstract

This research aimed to study approach for media selection to communicate marathon activities in the tourism context, information perception and compare population demographics with organizational perception among businesses organizing marathons abroad affecting the decision-making of Thai marathon runners.

Quantitative research methods were used to collect data from Thai marathon runners living in Thailand who had previous experience applying to run marathons abroad. A total of 400 questionnaires were collected. Hypothesis testing using t-test independent, One-way ANOVA and Product Moment Correlation Coefficient.

The research results found that, of the sample group that decided to run a marathon abroad, more than half were male, with an average age of 43 years and an average monthly income of 50,001 baht or more. In terms of media exposure components, the first exposure to social media was Facebook. (x̄ 3.92, S.D. 1.044) Regarding media exposure, the reference group for personal media type were friends in Facebook (x̄ 3.34, S.D. 1.227) and marathon runners (x̄ 3.10, S.D. 1.216), respectively. As for the decision-making aspect of the sample group, found that the tourism component of the country where the competition is being held has an influence on the decision-making in the first place.  That is, they can both attend the marathon and travel. (x̄ 4.25, S.D. .856) and the perception of information regarding competition format, the first was the issue of safety (x̄ 4.08, S.D. .971) and the second the issue of the marathon activity being one of the World Major Marathon events (x̄ 3.82, S.D. 1.237).