The Swimming Competition Management Model Development to Promote Cultural Tourism in the Lower Southern
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Abstract
This research aims 1) to explore the potential of organizing club-level swimming competitions to develop strategies that can promote cultural tourism in the Lower Southern region of Thailand (Songkhla, Phatthalung, Trang, and Satun). 2) to study also seeks to propose strategic approaches to enhance club-level swimming competitions that support cultural tourism in the region. Data was collected using semi-structured interviews focusing on the potential of organizing swimming competitions to promote cultural tourism in the southern provinces. The respondents were key informants, including club-level swimmers, referees, spectators, athlete followers, team managers or supervisors, and personnel involved in organizing club-level swimming competitions in the Lower Southern provinces (Songkhla, Phatthalung, Trang, and Satun). A total of 28 participants were selected through purposive sampling. Data was analyzed using content analysis, where information was categorized, interpreted, and synthesized to develop a common understanding. The findings revealed that the potential of organizing swimming competitions in the Lower Southern region showed strengths in four main areas: competition management and operations, venues and equipment, personnel, and publicity. However, weaknesses were identified, particularly in budget allocation and welfare support, which need further development. Regarding the promotion of cultural tourism in the region, it was found that the area possesses a high potential for development due to its rich and diverse cultural tourism resources, including cultural traditions, religious sites, historical and archaeological landmarks, museums, local lifestyles, and traditional cuisine, all of which are highly appealing to tourists.
The key recommendations for enhancing club-level swimming competitions to promote cultural tourism in the Lower Southern region are summarized in five main areas: 1) promoting and developing the competitions in conjunction with tourism; 2) enhancing publicity efforts; 3) fostering collaboration between agencies; 4) improving venues and facilities; and 5) addressing budgetary needs. Therefore, integrating club-level swimming competitions with cultural tourism in the Lower Southern region can foster collaboration, increase value, and establish higher standards for both sporting events and tourism, contributing to the region's sustainable Development.
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