Development of a Predictive Model for Tourist Behavior in Sports-Oriented Destinations: A Case Study of Buriram Marathon
Keywords:
Tourist Attraction and Environment, Service Behavior, Value, Sports-Oriented Tourist Destination, Buriram MarathonAbstract
This research aims to: 1) Examine the levels of tourist attractions and environments, service behaviors, tourism products and services, value, and tourist behaviors in sports-oriented destinations, using the Buriram Marathon as a case study. 2) Develop a structural equation model to understand the causal relationships between tourist attractions and environments, service behaviors, tourism products and services, and values that affect tourist behaviors in sports-oriented destinations, specifically for the Buriram Marathon. 3) Develop a model to predict tourist behavior in sports-oriented destinations using the Buriram Marathon as a case study. This research employs a mixed-methods approach. The quantitative research involves a survey and structural equation modeling analysis. Data were collected using a 5-point Likert scale questionnaire from 300 participants of the Buriram Marathon 2024, using multi-stage sampling. The data were analyzed using mean, standard deviation, and structural equation modeling techniques. Additionally, qualitative data were collected through in-depth interviews with 30 experts related to the research topic and analyzed using content analysis. The results indicate that: 1) Tourist behavior in sports-oriented destinations had the highest mean score (4.44), followed by tourist attractions and environments (4.39), service behaviors (4.32), value (4.27), and tourism products and services (3.96). 2) Tourist attractions and environments, service behaviors, tourism products and services, and value collectively predict 93% of tourist behavior in sports-oriented destinations, specifically for the Buriram Marathon. 3) The developed model for predicting tourist behavior in sports-oriented destinations for the Buriram Marathon is presented as the GE for the EPSA Model. For practical application, it is recommended that government agencies and private sector partners collaborate to develop (1) Tourism environments focusing on safety, convenience, and infrastructure to enhance the tourist experience. (2) Products and services, including accommodation, restaurants, and various service establishments to enrich tourist experiences. (3) Marathon activities by increasing variety and interest to promote the Buriram Marathon as an internationally recognized sports-oriented destination
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