THE BUSINESS MODEL FOR GREEN-HEART EXERCISE AND SPORT TOURISM EVENT ORGANIZERS
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Abstract
This study aimed to: (1) analyze the components of a business model for green-heart exercise and sport tourism event organizers by applying the Sustainable Business Model Canvas (SBMC) concept to the Thai context and (2) examine the key success factors affecting the operations of green-heart event organizers. Data were collected through in-depth interviews with 15 key informants selected using purposive sampling, including representatives from government agencies, event organizers, entrepreneurs, and experts in sport and sport tourism management. Subsequently, a focus group discussion with 12 stakeholders was conducted to review and validate the key issues identified from the interviews. The data were analyzed using content analysis and thematic synthesis to capture and interpret the perspectives of stakeholders from multiple sectors comprehensively.
The findings revealed that the business model for green-heart exercise and sport tourism event organizers in Thailand consists of 11 components of the SBMC which can be categorized into three core dimensions including value creation, value delivery, and value capture, emphasizing a balance between economic benefits, social value, and environmental impact. Four key success factors emerged: cross-sector collaboration, environmentally responsible event design, shared value creation with local communities, and green awareness communication. The results indicate that SBMC is an effective analytical framework for developing sustainable business models for green-heart sport events and can support national sport and sport tourism policies consistent with the Sustainable Development Goals (SDGs) and the BCG Economy Model.
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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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