SPORT TOURISM DEVELOPMENT MODEL FOR SPORTS SERVICE IN KRABI PROVINCE

Main Article Content

Panya Sakkaew
Paveena Utumpa

Abstract

The objectives of this study were 1) to study the condition of sports tourism operation for sports services in Krabi Province. (the IOC=0.96 was approved by experts, data were collected by 12 experienced experts), 2) to study the development model of sports tourism development for sports services in Krabi Province by finding the confidence coefficient of the questionnaire (Try out) equal to 0.90. Four - hundred questionnaires were collected by sports tourism service providers of establishments local administrative organizations, tour leaders. (guide) and educational institutions and 3) to assess the development model of sports tourism development for sports services in Krabi Province by checking with an expert (IOC) equal to 0.92. Data were collected by questionnaire with 32 sports tourism executives. The research instruments were interview forms, questionnaires and assessment forms. Data were analyzed by using content analysis, frequency, percentage, mean and standard deviation, correlation analysis, and multiple regression analysis.


          The results of the research were as follows: 1) Tourism and sports operating conditions for sports services in Krabi Province consisted of 4 aspects: (1) planning (Plan)” (2) implementation (Do)” (3) monitoring work (Check)” and (4) on improving work (Action) 2) The tourism and sports development model for sports services in Krabi Province consisted of 8components, 42 indicators, overall at high level (gif.latex?\bar{x} = 3.78, S.D. = 0.09). The statistical significance was set at level .05 was found that different sexes had no different opinions and (F - test) different age, education levels, income, and work experience had different opinions. As for the current job position, different positions had no different in opinion. The elements were related to each other on a large scale. Multiple regression analysis with statistical significance at 0.05 level of the sports tourism development model for sports services in Krabi Province was found that the public relations aspect (B = 0.19, t = 835.17, p = 0.00), the travel aspect (B = 0.12, t = 360.48, p = 0.00), the amenities aspect (B = 0.12, t = 340.96, p = 0.00). Accommodation and food (B = 0.12, t = 392.45, p = 0.00) Activities (B = 0.12, t = 310.78, p = 0.00) Hospitality (B = 0.12, t = 277.13, p = 0.00) services. Social responsibility (B = 0.12, t = 323.06, p = 0.00) and location and sport (B = 0.09, t = 291.35, p = 0.00) respectively, and 3) the benefits of Sports Tourism Development Models for Sports Services in Krabi Province were found that both useful (gif.latex?\bar{x} = 4.08, S.D. = 0.05) and feasibility (gif.latex?\bar{x} = 3.88, S.D. = 0.11) were in the high level.

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Sakkaew ป., & Utumpa ป. . (2022). SPORT TOURISM DEVELOPMENT MODEL FOR SPORTS SERVICE IN KRABI PROVINCE. Academic Journal of Thailand National Sports University, 14(2), 97–110. Retrieved from https://he02.tci-thaijo.org/index.php/TNSUJournal/article/view/254162
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Research Articles

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