Guidelines for Marketing Strategy Development in Creating Value Added for Sports Tourism Market: A Case Study of Running for Health Activities in Ubon Ratchathani

Abstract

The objectives of this research were 1) to study sports tourism behavior, sports tourismmarketingmix,andmarketvalueofsportstourism,2) tocomparemarketvalueofsports tourism according to personal factors, 3) tostudy the influencesof sports tourism marketing mixonthe market valueof sports tourism,and 4) toexplorethe modelof marketing strategy development increating value added for sports tourism market. The instrumentused inthis survey research was 400 questionnaires with reliability at 0.973, and the accidental random sampling method wasemployed.Thestatisticsused for dataanalysisconsisted of frequency, percentage, mean, standard deviation,T-test,and One-way AnalysisofVariance. If differences were found, thenthe paired differences test were analyzed byusing LSD, regressionanalysis and correlation, with the statistical significance level at 0.05. The research results revealed that mostof thesports tourists who participated inrunning forhealthactivitieshad less than 1 year running experience, approximately participated in running activities once a month, preferred participating in short-distance running (5 km), and frequently with their friends. In addition, the reasons for participating in running activities were exercising and traveling to new destinations. Overall, thesports tourists’opinions towards sports tourism marketing mix (7Ps)and marketvalueof sports tourism wereat thehighest levelas wellas whenconsidering