The Strategic Approach for Organizing Orienteering Sports to Enhance Adventure Tourism in Pattaya City
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Abstract
This research aimed to develop strategic guidelines aligned with the local context of Pattaya City to promote sustainable adventure tourism. A research and development (R&D) approach was employed by integrating qualitative and quantitative research methods. Data were collected through in-depth interviews with key informants from four stakeholder groups. The data were analyzed using SWOT analysis and the TOWS matrix to identify strategic directions, while descriptive statistics were used to describe data trends.
Key findings revealed that Pattaya possesses significant strengths including convenient transportation, diverse accommodation, and strong sports infrastructure. However, weaknesses include high urban density, limited natural areas, and budget constraints. Opportunities exist through growing sports tourism demand and government support, though threats include regional competition and limited local orienteering expertise.
The study produced 14 comprehensive strategies addressing organizational management, geographical optimization, multi-sector collaboration, and digital technology integration. Expert evaluations confirmed high appropriateness, feasibility, and cost-effectiveness scores across all strategies, demonstrating strong potential for positioning Pattaya as a sustainable international hub for sports and adventure tourism.
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