Strategies for Enhancing Sports Tourism Management Potential in Koh Samui, Suratthani Province
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Abstract
Sports tourism is immensely significant to the overall economy of the country. Koh Samui, located in Surat Thani Province, is a destination with the potential to attract international tourists and is a popular spot ranked among the world's top tourist destinations. This study aims to explore the development strategies for sports tourism potential in the area of Koh Samui, Surat Thani Province. It was a qualitative research study that identifies 26 key informants involved in sports tourism in Koh Samui. The key informants were selected through purposive sampling and included 7 representatives from local government agencies, 12 representatives from private sector organizations, clubs, and associations related to tourism and sports in the area, and 2 academics from the area. These informants are specifically those with relevant roles, involvement, and experience in managing sports tourism in Koh Samui for no less than 5 years. Data was collected through in-depth interviews using interview questions reviewed by 3 experts in tourism and sports. The variables used in the study were 9 components and supporting factors for managing sports tourism, comprising: 1) sports tourism resources, 2) tourism infrastructure and facilities, 3) sports infrastructure and facilities, 4) safety of sports tourism destinations, 5) sports tourism personnel, 6) local community participation in sports tourism, 7) sports tourism activities, 8) marketing, promotion, and publicity of sports tourism, and 9) sports tourism businesses. Data collection occurred between November 2023 and December 2024.
The study results on strategies for enhancing sports tourism management in Koh Samui include: 1) preserving the natural environment from degradation, 2) additional investment in tourism infrastructure and facilities, 3) investment in sports facilities and infrastructure, 4) developing road systems, organizing public transportation, and controlling traffic efficiently, 5) developing personnel with specialized knowledge in sports, 6) linking the local community with sports tourism, 7) establishing a Koh Samui sports association to support sports tourism, 8) setting up a sports promotion agency in Koh Samui, and 9) promoting the formation of business networks related to sports.
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