https://so08.tci-thaijo.org/index.php/JournalMSM <p><strong>ISSN XXXX-XXXX (online)</strong></p> <p>Journal of Modern Sport Management (JMSM) aims to publish innovative empirical, theoretical, and review articles related, but not limited to, sport management such as strategy and management; organizational behavioral and human resource management; business and international management; tourism, leisure and hospitality management; marketing; industrial relations; and education.</p> <p> </p> Sport Management Association of Thailand en-US Journal of Modern Sport Management https://so08.tci-thaijo.org/index.php/JournalMSM/article/view/4373 <p>Marathon running has gained worldwide popularity, and this trend extends to Thailand. This study investigated the influence of destination attractiveness factors on the decision to participate in a marathon. Data were collected from 140 female Thai runners participating in the Hua-Hin Women's Half Marathon 2022. Descriptive statistics were used to describe the sample, and multiple regression analysis was conducted to examine the relationship and predictive power of various independent variables. This study found that the majority of the sample consisted of highly educated working women, high incomes, and live in big cities, especially Bangkok. The pull factors of Hua Hin include tourist attractions, tourism facilities, costs, and travel convenience, which influence the decision to participate in the Hua Hin Women’s Half Marathon. These factors collectively predict participants' decision to join the race by 58.37%. These factors are all crucial in attracting marathon runners. The study results indicate that Hua Hin has the potential to be a marathon destination, promoting sports tourism.</p> Thanakrit Sangchoey Prommatr Jindachote Phiraya Sakulkong Runchaya Chuypat Copyright (c) 2025 Journal of Modern Sport Management https://creativecommons.org/licenses/by-nc-nd/4.0 2025-02-16 2025-02-16 4 1 1 15