Understanding Tourist Motivations and Challenges in Buriram, Thailand, Using the Theory of Planned Behavior
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Buriram, emerging as a prominent sports city in Thailand, is rapidly developing a reputation for hosting international sporting events and attracting significant tourism. However, as competition intensifies among global sports destinations. Understanding the behavior of its visitors is essential to improve tourist experiences and sustain a competitive edge. This study aims to identify the key factors that encourage and discourage tourists from visiting Buriram as a sports hub, utilizing the Theory of Planned Behavior (TPB). Employing a qualitative approach, semi-structured in-depth interviews were conducted with seven stakeholders in Buriram who were either directly or indirectly involved with Buriram’s “Sports City” initiative. The participants were chosen using judgmental (purposive) sampling, based on their roles and expertise, level of experience with the initiative, and willingness to participate. Data were analyzed using Atlas.ti 24, was explored through the core constructs of the TPB. Findings reveal that tourists are attracted by Buriram’s world-class sports facilities, high-profile events such as MotoGP and Buriram United football matches, and strategic social media sports marketing. Conversely, issues such as limited accommodation during peak seasons, transportation challenges, and the capacity of Buriram International Airport serve as barriers to visitation. The research provides valuable insights for marketers and policymakers to better promote Buriram as a leading sports tourism destination by improving visitor experiences and addressing key challenges.
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ข้อมูลภาพ เสียง วิดีโอ และข้อความที่ปรากฎบนเว็บไซต์นี้ ผู้นำไปใช้จะถูกอนุญาตให้นำไปใช้ได้ โดยจะต้องอ้างอิงแหล่งที่มา จะต้องไม่นำไปใช้เพื่อการค้า และจะต้องไม่ดัดแปลง (CC-BY-NC-ND)
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