Unlocking Songkhla's Potential: The Hub of Sports Tourism and Recreation in Southern Thailand
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Abstract
This research aims to study the potential of sports and recreation tourism in Mueang Songkhla District, Songkhla Province, focusing on three aspects of potential: 1) attractiveness, 2) capacity, and 3) management. The study employs a mixed-methods approach. The sample group consists of 384 tourists visiting Mueang District, Songkhla Province, while the key informants include 25 representatives from government agencies, private sectors, and academic institutions. The research instruments include questionnaires, with data analyzed using descriptive statistics such as frequency, percentage, mean, and standard deviation, and semi-structured interviews, with data analyzed through content analysis.
The quantitative results indicated that the overall potential for sports and recreational tourism was rated high (x̅ = 4.09). When considered individual aspects, the study found that tourism capacity ranked highest (x̅ = 4.13), followed by tourism attractiveness (x̅ = 4.10), and management (x̅ = 4.05). Content analysis revealed that Mueang Songkhla District, Songkhla Province, had significant potential for tourism attractiveness, offering diverse sports and recreational activities that meet tourist demands. In terms of capacity, the district was well-equipped with infrastructure, facilities, and adequate public utilities to support tourism. Regarding management, the findings highlighted the presence of safety measures at tourist sites, adequate sports and recreation equipment, and well-organized public utility systems, all aligned with the district's status as a major economic hub in Southern Thailand. However, improvements were needed in human resource management, specifically increasing personnel for beach safety to meet tourist demands. Mueang Songkhla District demonstrated strong potential for sports and recreational tourism and was well-positioned to develop into a Sport City in the future.
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