Guidelines for Organizing Sporting Events to Promote Creative Tourism in Nakhon Si Thammarat Province
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Abstract
This study aims (1) to examine the current conditions and potential for organizing sports events to promote creative tourism in Nakhon Si Thammarat Province, and (2) to propose appropriate guidelines for organizing such events to support creative tourism. A mixed-methods approach was employed to collect both quantitative and qualitative data. The quantitative data were obtained through questionnaires distributed to 400 participants, including tourists, athletes, followers, or those who had previously attended sports events in the province. The qualitative data were collected through in-depth interviews with 20 key stakeholders in sports tourism and event organization.
The research findings revealed that: (1) Nakhon Si Thammarat possesses high potential for the development of sports events in various dimensions, including the use of local resources, cultural identity, and active community participation. This is complemented by the systematic development of event management, marketing, and risk management systems, all of which can be further enhanced to support the province’s long-term sustainable development as a creative tourism destination. (2) The proposed guidelines for organizing sports events to promote creative tourism should comprehensively cover several key aspects: systematic planning and event management, encouragement of community participation, application of digital technology in marketing, integration of local cultural elements into sports activities, emphasis on environmental sustainability, as well as efficient evaluation and risk management. These guidelines aim to stimulate the local economy, elevate the province’s image, and foster a distinctive and sustainable creative tourism experience.
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