Appropriate sports tourism development strategies in Buriram Province After the COVID-19 situation

Abstract

           This study aimed to This research aims to propose appropriate sports tourism development strategies in Buriram Province after the COVID-19 situation. The research uses a qualitative data collection method by organizing meetings with private sector operators and relevant government agencies. These include the Buriram Provincial Administration Organization, the Tourism Authority of Thailand, the Buriram Tourism Industry Council, Buriram United, as well as accommodation, restaurant, and transportation businesses. The research involves brainstorming sessions and scenario analysis to assess the future structure and components of sports tourism, using scenario planning tools to forecast future developments in sports tourism in Buriram Province.
             Scenario development from the analysis, the researcher created four scenarios for the development of sports tourism in Buriram Province, which include: Scenario 1: Thailand Sports Center Buriram will become the center for sports tourism in Thailand, hosting major national sports events and training facilities for various sports. Scenario 2: Sports Academy Buriram will develop into a recognized sports academy, focused on the training and development of athletes at various levels. Scenario 3: World Sports Academy Buriram will evolve into a world-class sports training hub, attracting athletes and coaches from around the globe for professional training. Scenario 4: World Sports Tourism Destination Buriram will become a global sports tourism destination, attracting international visitors to witness high-level sporting events and experience sports tourism activities. These scenarios contribute to a vision of the future of sports tourism in Buriram Province and provide guidance for developing strategies for the recovery of sports tourism post-COVID-19. The four proposed strategies are: 1. Thailand Sports Center Strategy Position Buriram as the sports tourism hub of Thailand, hosting international and national sports events, and providing state-of-the-art facilities for athletes. 2. Buriram Sports Academy Marketing Strategy Promote Buriram as a leading sports academy by marketing its training programs and fostering a reputation for developing top athletes. 3. World Sports Academy Marketing Strategy Expand Buriram's sports academy to the international level, attracting foreign athletes to train and develop in the province and 4. World Sports Tourism Destination Strategy Establish Buriram as a top global destination for sports tourism, offering international sports events and tourism experiences related to major sports. The findings from this study offer strategies for developing and revitalizing sports tourism in Buriram Province, especially after the challenges posed by the COVID-19 pandemic. These strategies can be utilized to support the sustainable growth of sports tourism in Buriram, contributing to the province’s long-term development as a premier sports tourism destination.