Captivating Spectators: Exploring the Influence of Marketing Mix Elements on Sports Event Engagement

Abstract

This research study explores the influence of Marketing Mix components on spectator interest and engagement in sports events, with a focus on the traditional rugby football rivalry between Chulalongkorn University and Thammasat University, known as “Rugby Football,” in Thailand. Drawing on the 7Ps marketing mix theory, the study utilizes a composite-based approach to identify key factors within each element that contribute to spectator interest and subsequent engagement. The findings reveal that “Product,” “People,” and “Physical Evidence” significantly influence spectator interest in tracking sports competition results and promoting their involvement. Practical implications emphasize the importance of service quality, staff adequacy, appropriate event timing, engaging halftime shows, and stadium decoration, to enhance spectator interest. Theoretical implications highlight the role of the Marketing Mix elements as stimuli to attract individuals without prior interest in sports. Overall, this research provides valuable insights for sports competition managers to develop targeted strategies that foster increased interest and engagement among spectators, enriching the sports event experience and industry growth.