Enhancing Sports Tourism through Innovation with a Focus on Buriram Marathon's Economic and Behavioral Impacts

Chalat Ratchakitprakarn, Tanapol kortana, Bundit Pungnirund, Chompoo Saisama, Thanaphon Cheungsirakulvit

ABSTRACT:

This study explores the economic, behavioral, and innovative impacts of the Buriram Marathon as a sports tourism case study. Using a mixed-method research design incorporating surveys, interviews, and event analysis, the study evaluates the event's influence on local economic development, tourist behavior, and event management innovation. The findings reveal that the Buriram Marathon contributes significantly to local revenue generation, enhancing business performance in sectors such as accommodation, dining, and retail. Behavioral analysis indicates that tourist satisfaction is driven by service quality, event atmosphere, and value perception, with innovation in event management playing a critical role. Technological advancements such as RFID-based timing systems, digital race tracking, and integrated marketing campaigns have enhanced operational efficiency and global event visibility. The study concludes with practical recommendations for policymakers and event organizers, including sustainable development strategies, improved stakeholder collaboration, and enhanced digital engagement frameworks. These insights advance theoretical perspectives in sports tourism, particularly concerning innovation management and economic sustainability in large-scale sports events.

KEYWORDS: Sports Tourism, Innovation Management, Economic Impact, Tourist Behavior, Event Management, Buriram Marathon, Service Quality, Technological Advancement, Stakeholder Collaboration, Sustainable Development

DOI: 10.62788/Nn433XB

PUBLISHED IN: ICCMETS Conference Proceedings 2024

DATE OF CONFERENCE: October 21 - 22, 2024

CONFERENCE LOCATION: Singapore

PUBLISHER: EDUCATION STUDIO (THAILAND) CO., LTD.

ELECTRONIC ISBN: 978-616-7901-69-5

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