A STUDY OF AGREEMENT FOR SPORT SPONSORSHIP FOR JUJITSU ASSOCIATION OF THAILAND
Keywords:
Decision, Sports sponsorship, Sports sponsors, Ju Jitsu Sport Association of ThailandAbstract
The purpose of this mixed-method study is to support the decision-making process of the Jujitsu Sports Association of Thailand. The objectives are to analyze the marketing factors that can support Jujitsu as a sport in Thailand, to identify and examine the challenges of requesting sports sponsors for the association, and to provide comprehensive guidelines for requesting sports sponsors. The results of the qualitative research found that the marketing factors in sports sponsorship are related to the promotion of marketing, distribution channels, and challenges and obstacles in seeking sports sponsorship. These include leadership, planning, and sports marketing strategies. The directions for seeking sports sponsorship involve communication, building the organization's image, leadership, distribution channels, planning, and marketing promotion. The economic factors also play a role in the relationship between the organization and the factors of seeking sports sponsorship. The quantitative research findings showed that there was no significant difference in the decision to support sports based on gender, according to the test results. These results were statistically significant at the 0.05 level. 1. Certain demographic factors, including age, workplace, position, and duration of work, played a significant influence in sports support, with a statistical significance threshold of 0.05. 2. The factors of marketing for a sports advocate affecting the respondents' decision to become a sports sponsor had an effect on their decision to become a sports sponsor with statistical significance level of 0.05. Which including the promotion of marketing and distribution channels. 3. The problems and obstacles in requesting sports sponsors affecting the respondents’ decision to become a sports sponsor did not affect the decision to become a sports sponsor with statistical significance level of 0.05. 4. The guidelines for requesting sports sponsors affecting the respondents' decision to become a sports sponsor had an effect on their decision to become a sports sponsor with statistical significance level of 0.05. Which including the communications and routes for distribution due to economics
References
Amornchiwin, Banjong. (2004). Cross Cultural and Negotiation. Bangkok: Se-Education.
Bateman. T. S. and Snell, S.A. (1999). Management- building competitive advantage. Boston: Irwin McGraw hill.
Dessler, G. (1998). Management: Leading people and organization in the 21st ed. century. New Jersey: Prentice - Hall International.
Etzel, M. J., Walker, B, J., & Stanton, W. J. (2007). Marketing. (14th ed). Edition. Boston: McGraw – Hill.
Innoppaiboon, Nat. (2011). Contractor’s Satisfaction with the Marketing Mix of Ready-Mixed Concrete Product of CPAC Franchise Factory, Chomthong (Unpublished Master’s thesis). Chiangmai University, Chiangmai.
Jamnong, Samrit. (2016). Corporate Image and Innovative Affecting Customer Royalty of Domestic EMS Service in Bangkok (Unpublished Master's thesis). Bangkok University, Bangkok.
Janewattanapanich, Kritthon (2020). Factors Affecting Consumer Support for Sports Brands in Khon Khaen. INCBAA Journal, 1(1), 228-236.
Kaewsanan, Kasem & Chirinang, Pensri. (2021) Organization Management to Success. Journal of Buddhist Social Science Review, 6(4), 88-108.
Kenapoom, Sanya and Kosolkittiamphorn, Saowaluk. (2017). The Study of Planning and Planning Management. Journal of Academic Praewa Kalasin, 4(2), 1-15.
Kotler, P. (2003). Marketing management (11th ed.). Upper Saddle River, NJ: Prentice- hall
Milne, G. R., & McDonald, M. A. (1999). Sport marketing: managing the exchange process.
Sport Marketing Quartrely, 11(2), 100-113.
Ministry of Tourism and Sport. (2017). Strategies of Ministry of Tourism and Sport. Retrieved from https://www.mots.go.th/download/article/article_20171201174031.pdf
Pensiriwan, Naruemon, (2018). Leadership and Organization Development for Maximum Efficiency. Journal of Maha Chulalongkorn Rajavitayalai’s Humanities Periscope , 4(2), 117-125.
Robbin, S. P. & Coulter, M.K. (2003). Management. New Jersey: Preantice Hall. Rungreong, Chanon. (2012). Increasing of Effectiveness in Distribution and Cost Reduction using
Electronics Data Exchange Technique of Aluminum Industry. (Unpublished Master's thesis). Chiangmai University, Chiangmai.
Serirat, Siriwan and others. (2009). New Era of Marketing Management, Revised Edition 2009. Bangkok: Dhammasarn.
Suksuwan, Chanchai. (2021, November). Talk with Coach Chanchai, Sports Institute, Rangsit University. RSU onlines news. Retrieved from https://www2.rsu.ac.th/sarnrangsit-online-detail/Sport2022
Jujitsu Association of Thailand, (2021) Jujitsu Association of Thailand News, JU-JITSU THAI Fanpage Retrieved from https://www.facebook.com/jjatofficial
Tipmuangma, Chanatan. (2017). Transformative Leadership of School Administrators in Operational Quality Assurance within Educational Institutions, under the jurisdiction of the Educational Service Area 1 (Unpublished Master’s thesis). Payao University, Payao.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Business Administration and Economics Review
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
The contents in Business Administration and Economics Review can be used for publication. But do not modify, modify or use it for trade and profit.
