The purpose of this study was to investigate which determinants of the theory of planned behaviour (attitudes, subjective norms and perceived behavioural control), perceived attributes and event satisfaction are the best predictors of behavioural intentions in attending future Muay Thai events in Thailand. Data were collected from 209 subjects comprising of foreign sport tourists who attended Muay Thai events at Sanam Muay Rajadamnern stadium and Sanam Muay Lumpini stadiums in Thailand. The questionnaire consisted of instruments modified from Ferreira and Armstrong (2004), Shonk (2006) and Cunningham and Kwon (2003). The finding indicated that subjective norm (R2change = .251) or 25.1% of the total variance was the best predictor of tourists’ behavioral intentions in attending future Muay Thai events, followed by game attractiveness (R2change = .045), perceived behavioral Control (R2change = .037), cost (R2change = .025), and event satisfaction (R2change = .019). The results of the study were discussed in light of earlier findings concerning of intending sports events.
Copyright: © 2018 The Author(s)
Published by Human Resource Management Academic Research Society (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode
