Digital Marketing for Sports Tourism in Suphanburi Province

บทคัดย่อ

The study dives into the dynamics of digital marketing for sports tourism in Thailand's Suphanburi Province, with the goal of analyzing the environment and contextual elements. By combining qualitative and quantitative approaches, the study assesses both the drivers and challenges of digital marketing in this domain. Insights from in-depth interviews with 20 stakeholders, ranging from policymakers to practitioners, and survey responses from 400 tourists contribute to the qualitative and quantitative data sets, respectively. Content analysis reveals an increasing vibrancy in Suphanburi's sports tourist marketing, which draws on the city's rich tapestry of cultural and gastronomic diversity. The data creates a picture of travelers who prefer digital channels for travel information, indicating a propensity for direct digital engagement via websites, social media influencers, and mobile marketing. A six-fold digital marketing strategy emerges, advocating for fostering a digital mindset among stakeholders, creating holistic customer journeys, identifying the unique demands of sports tourists, making astute media channel selection, implementing strategic content distribution, and conducting rigorous outcome analysis using digital analytics tools.