Motivational Factors Affecting the Satisfaction of Thai Trail Runners

Abstract

This research aimed to: 1) study and analyze the behavior of trail running event participants in Thailand; 2) investigate and analyze the motivational factors affecting the satisfaction of trail running event participants in Thailand; and 3) identify the motivational factors influencing the satisfaction of Thai trail running event participants. A quantitative research approach was employed in this study. The sample consisted of Thai tourists who had participated in trail running events within the past two years. The sample size was calculated using the formula for an unknown population, resulting in 384 respondents. To minimize potential data errors and increase the reliability of the findings, the researcher determined a final sample size of 400 respondents. The participants were selected using the convenience sampling method. Data were analyzed using descriptive statistics, including mean and standard deviation. Multiple Regression Analysis was employed to examine the effects of motivational factors on participant satisfaction. The mean scores were interpreted by comparing them with predetermined criteria and ranking them from the highest to the lowest level of importance. In addition, hypotheses regarding statistical relationships among variables were tested using the F-test.

The results revealed that, in terms of demographic characteristics, the majority of respondents were female students aged between 18 and 30 years, with a monthly income of less than 10,000 Baht. Most respondents resided in Khon Kaen, Roi Et, and Loei provinces, respectively. They primarily obtained information about trail running events through social media. Most participants traveled with friends, stayed at the event destination for two nights, selected hotels as their preferred accommodation, traveled by private car, and spent between 1,000 and 2,000 Baht per trail running event. Furthermore, all motivational factors and participation behaviors were positively associated with participant satisfaction and significantly influenced overall satisfaction. The findings indicated that the three most influential factors affecting participant satisfaction were trail quality, including scenic beauty and challenge; stress relief and relaxation; and opportunities for tourism and experiencing nature. These findings emphasize that trail runners place considerable importance on authentic running experiences in challenging and natural environments. The relationships were found to be statistically significant at the 0.05 level (p < 0.05).