Factors affecting fans' decisions to attend a professional basketball league in Thailand
Factors affecting fans' decisions to attend a professional basketball league in Thailand
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2020
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Assumption University Press
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eng
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18 pages
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ABAC Journal Vol. 40 No.2 (April-June 2020), 104-121
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Abstract
This research is one of the first to consider an emerging market, exploring
the factors affecting the decisions of fans to attend a professional basketball
league game in Thailand. Fan acceptability and fan base are important
measures for a successful league in the early stages of development. The study
extracted 19 factors from the literature and from in-depth interviews with a
panel of experts. The factors were assumed to be potentially useful in achieving
the goal of increasing both fan acceptability and fan base. A survey instrument
was developed by analyzing the past studies of fan motives across different
sports, and modifying them to fit the context of Thailand. Data was collected
from fans who attended the TBL games. The research explored the factors by
applying Structural Equation Modeling (SEM), presenting conclusions along
with a discussion, practical implications, and limitations of the study.
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