Marketing Approach for Creating Added Value of Sports Tourism

Abstract

This academic article is entitled "the Marketing Approach for Creating Added Value of Sports Tourism". The article's objective aims to critically review the concept of the marketing process in creating added value to sports tourism as well as proposing marketing approaches to create added value of sports tourism. The article reveals that creating added value for a business requires a business model building tool called the Value Proposition Canvas to encourage product or service development models according to customer needs. The marketing approach should include the unique characteristics of the region and country as part of the sport tourism activity.