Sport Event Management Model of Thai Football Clubs for Promoting Tourism
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Abstract
A great number of sporting venues of Thai football clubs have become captivating tourism attractions; however, some football clubs are not very successful at organizing sporting events to promote tourism. Consequently, this study aims to investigate the objectives and elements of sports tourism management, to construct the model of sport tourism management, and to develop the appropriateness of the sporting management model in order to promote the tourism of Thai football clubs. The mixed method was used to conduct this research by using qualitative and quantitative research. The case study was the football clubs competing in Thai Premier League. The unit of analysis was sport tourism management.
According to the findings, 8 important elements which consist of 72 variables are in accordance with concepts and theories. Based on the factor loading method, standard deviations were ranked in descending order as follows. The first element is Administration which consists of 3 major tasks: general management, tournament management, and destination marketing. The administration tasks mainly involve building football clubs’ brands, public relations, sports marketing, promoting tourism to build up club images, and promotion. The second is Operation which means the tasks undertaken during the period of organizing sports tourism events. The third is Risk management referring to all preparation tasks for an upcoming sports tourism event. The fourth is Service, regarding services and tourist right protection. The fifth is Security which includes the tasks related to safety prevention and decision making schemes for unexpected incidents. The sixth is Relations or the tasks which emphasize the sustainability of sporting event tourism. The seventh is Tourist Attraction including the tasks which create history, experiences, impression, and identities of tourism attractions and football clubs. The last element is Design which refers to all designing tasks occurring while organizing sporting events. All tasks aim to optimize the efficiency of operational outcomes so as enhance the tourism of Thai football clubs.
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References
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