Chulalongkorn University Theses and Dissertations (Chula ETD)

การศึกษากลยุทธ์การประชาสัมพันธ์ด้วยกิจกรรมกีฬา : กรณีศึกษาการจัดการแข่งขันมหกรรมกีฬาท้องถิ่น "ไทคัพ" ครั้งที่ 5

Other Title (Parallel Title in Other Language of ETD)

A study of strategy for public relattion by sport event : a case study of the fifth thai-cup sport tournament

Year (A.D.)

2006

Document Type

Thesis

First Advisor

เทพประสิทธิ์ กุลธวัชวิชัย

Faculty/College

Faculty of Sports Science (คณะวิทยาศาสตร์การกีฬา)

Degree Name

วิทยาศาสตรมหาบัณฑิต

Degree Level

ปริญญาโท

Degree Discipline

วิทยาศาสตร์การกีฬา

DOI

10.58837/CHULA.THE.2006.1265

Other Abstract (Other language abstract of ETD)

The objectives of this research were to study an operation model of the local sport event, the fifth “Thai Cup" tournament which was an event for publicity and to study an opinions about public relation strategies by organizing a local sport event the fifth “Thai Cup" tournament of the organizer, athletes / coaches and audiences.To fulfill the first objective, the managers, PR, and the special event officers of Boonrawd Brewery Co.,LTD were interviewed. For the second objective, multiple choices answered the questionnaires and 523 people who attended the fifth “Thai cup" tournament also the questionnaires. Descriptive statistics and one-tailed sample t-test were used. The results show 1. The operating model of the fifth Thai Cup sport tournament which was a sport event for public relation which follow 4 public relations process that consist of (1) research information (2) policy establishment program and project planning (3) public relation communication principle used by 16 topics of sport event and model of sport event used by 4M principle (4) evaluation 2. The overall opinions of the fifth Thai Cup sport tournament participants were agree with the public relation strategy and operating model of the fifth Thai Cup sport tournament in all aspects. 3. The comparison of athletes / coaches and audiences’ opinions about public relation strategy of the fifth Thai Cup sport tournament by various strategies. They were significantly different at level .05 for 2 items which are, the event was large, important with a lot of participants and the appearance of the brand logo on various things used in the event. 4. The comparison of athletes / coaches and audiences opinions about the operating model of the fifth Thai Cup sport tournament by various aspects. They were significantly different at level .05 which was place, equipment and facilities aspect.

Link to Full Text

Share

COinS