Key factors influencing interest of Thai people in sport industry.

Abstract

This research aimed to analyse factors influencing interest of Thai people in sport industry in the aspects of information exposure from different sources of media to survey social values in Thai society toward Thai Sport to investigate the exposure of Thai sport news via different media such as newspapers, television and online media, to study attitudes of Thai people toward sport and to explore significant reasons which caused changes in sport. The sample of this study included 30 people who were interested sport in Bangkok selected by convenience sampling. The field questionnaires were distributed to collect data. The results showed that the interviewee respondents expressed their opinions about the factors influencing interest of Thai people in Sport Industry as follows. Social values, perceptions of media and attitudes were at a high level. When considering each aspect, social values, perceptions of media and attitudes influenced interest of Thai people in Sport Industry. It could be concluded that perceptions of social values, perceptions of media and attitudes influenced interest of Thai people in Sport Industry.