MULTI-DIMENSIONAL ATTRIBUTES OF ORGANIZING AN ECO-RUN EVENT FOR SUSTAINABLE TOURISM AND ITS POWERFUL IMPACT ON SATISFACTION AND LOYALTY OF TOURIST-RUNNERS

Abstract

This paper aims to investigate the attributes of organizing an eco-run event for sustainable tourism and the causal effects of loyalty through the eco-run event attributes and satisfaction. Data were collected from 761 Thai runners experienced in a running event in tourist destinations. The questionnaires were tested using Cronbach's Alpha of attitude toward eco-run events, satisfaction, and loyalty,.941,.943, and.929, respectively. The data were analyzed by the structural equation model. The results illustrated 11 key attributes being a new concept managing running events responding to sustainable tourism. The paper found positive effects among the 11 attributes, satisfaction, and loyalty. Consequently, applying the key attributes can enhance tourist runners' satisfaction and loyalty. The results can make contributions to organizers, CBT, and academics in organizing an eco-run event sustaining tourism.