MARKETING STRATEGIES FOR THE DEVELOPMENT OF RELATED PRODUCT AND SERVICE STANDARDS WITH SPORTS TOURISM
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Abstract
The objectives of this research were to 1) study the marketing and customer behavior; 2) identify the products and services related to sports tourism; 3) investigate the marketing strategies for the development of standard products and services related to sports tourism; and 4) propose the marketing plan for the development of standard products and services related to sports tourism. The purposive sampling and convenience sampling methods were adopted in this research. Descriptive statistics were used to analyze the data.
The results revealed that the marketing and customer behavior including travelling; environment; international tourism standards; and tourism places had influenced touristic behaviors of decision-making and repeat visitation. The results were found that products and services including varieties of tourism activities such as sports competition, sea travelling, and watching shows; convenience for purchasing tickets; tourism facilities; safety; and accommodation facilities were related to sports tourism. The results indicated that marketing strategies for the development of standard products and services including tourism experiences; prices; safety; and tourism marketing networks were related to sports tourism. The results also showed that the marketing plan for the development of standard products and services related to sports tourism was tourism publicity through mass media such as radio, television, and website. The recommendations of the research suggested that; 1) the development of tourism networks can promote the tourism growth; 2) the promotion of sports tourism should be based on the strengths of various tourism resources; and 3) tourism development should collaborate with three main actors including government, public sector, and private sector.
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The published article is a copyright of the Academic Journal of Thailand National Sports University. The passage appeared in each article in this academic journal is a perspective of each author which is not related to the journal. Each author is required to be responsible for all components of his/her own article. If there are any mistakes, each author must be responsible for those mistakes on his/her own.
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