Behavior and need for information from the use of web applications among sports tourists in Songkhla Province, Thailand

Abstract

This research aimed to explore behavior and needs for information on web applications about sports tourism in Songkhla Province, Thailand using mixed methods. Quantitatively, a questionnaire was used to collect data from 400 tourists in Hat Yai District and Mueang Songkhla District and descriptive statistics were used to analyze the data. Qualitatively, in-depth interviews were conducted with 30 people involved in sports tourism in Songkhla Province, and content analysis was performed. The study found that most sports tourists had been to Songkhla Province as sports participants, and searched for information from the Internet. Their travel purposes were participating in, watching, or cheering on the marathon, skateboarding, surf skating, and water sports, respectively. Most of the tourists used the Internet for 8.83 hours per day accessing the Internet via smartphones. The social media used were Facebook, TikTok, Twitter, Instagram, Google websites, and Google Maps to search for information on tourist attractions, routes, and travel plans. Their overall need for the use of online information was at a very high level (X = 4.20, SD = 0.62) consisting of (1) Sports database comprising sports activities in the province, information on stadiums available for practices, statistics, and competition evaluation forms, and competition calendars; (2) Tourism database comprising tourist sites, accommodations, restaurants, souvenir shops, and public transport stations; (3) Facilities database comprising navigation service systems, emergency assistance channels, chat boxes, and chatbot services. Information should be multimedia with details in Thai and English to enhance the potential and value added to the activities and services.