4E's Marketing Mix Factors Influencing Decision to Participate in the Vegetarian Festival in Phuket Province

Abstract

       The study titled Marketing Mix 4E’s Factors Influencing the Decision to Participate in the Vegetarian Festival in Phuket Province aimed to (1) examine the levels of marketing mix 4E’s factors that influence participation in the festival, (2) analyze the relationships between the 4E’s factors and decision-making, and (3) propose guidelines for applying 4E’s marketing strategies to improve and sustain the cultural event. The sample consisted of 400 tourists participating in the Phuket Vegetarian Festival, selected through multi-stage sampling. A structured questionnaire was employed as the research instrument, and the data were analyzed using descriptive statistics and Pearson’s correlation coefficient.

       The results revealed that the overall marketing mix 4E’s factors were rated at a high level (mean = 4.11). The highest-rated dimension was Evangelism (relationship building), followed by Exchange (value for money) and Experience (experience creation). Pearson’s correlation analysis indicated that Evangelism demonstrated the strongest relationship with decision-making (r = .71, p < .001), followed by Exchange and Experience, while Engagement showed a moderate level of influence.

       Based on the findings, the researcher developed the “4E’s Cultural Event Model,” which highlights four strategic components: creating meaningful cultural experiences, fostering both on-site and digital participation, providing value in both economic and spiritual dimensions, and enhancing word-of-mouth advocacy through social media and interpersonal communication. This model contributes a significant body of knowledge that can be utilized to sustainably develop and promote the Phuket Vegetarian Festival while strengthening the cultural Soft Power of the local community at the international level.