LEVERAGING DIGITAL SOFT POWER TO PROMOTE LOCAL FOOTBALL TOURISM
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Abstract
This research aimed to 1) study the use of digital technology and social media in enhancing the appeal of local football sports tourism, 2) identify effective digital strategies for promoting local football sports tourism, and 3) compare the impact of demographic variables on the perception and participation of tourists in local football sports tourism activities. The study employed a mixed-methods approach, combining both quantitative and qualitative analyses. Data were collected from 300 participants, including tourists, football team managers, digital marketers, and local business operators. Quantitative data were gathered through a highly reliable questionnaire (Cronbach’s Alpha = 0.85), while qualitative data were obtained through in-depth interviews. The statistical analyses used included regression analysis, ANOVA, and t-tests.
The results revealed that digital and social media platforms such as Facebook, Instagram, Twitter, and YouTube played a significant role in making local football activities more appealing and increasing tourist engagement. The average satisfaction score for digital media usage was 3.03, indicating a moderate to high level of satisfaction. The most effective digital strategies were found to be social media channels that created interactive content and live football match broadcasts, significantly enhancing awareness and participation. Furthermore, demographic variables such as age and income had an impact on the perception and participation in football sports tourism. Those aged 18-35 were more responsive to digital media and more likely to engage in football sports tourism compared to older age groups. Additionally, individuals with moderate income levels were more likely to participate in local football activities than those with lower income. These findings highlight the critical role of Digital Soft Power in developing effective strategies for promoting local football sports tourism, while also contributing to economic stimulation and sustainable development of local communities.
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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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