Abstract

Tourism business has been growing every year which has led to the creation of a business growth that effect on many countries. Sport tourism is one of the most popular tourist destinations that has a positive impact on the economies of each countries. This research investigates tourist expectations and behaviour towards sport tourism in Thailand. The Nine 9’s of marketing mixes, Theory of Planned behavior, and Social Cognitive Theory has been used as the main theoretical background for this study. This research will be conducted using quantitative and qualitative methods. The exploratory part of the study involves a survey which will be used to collect preliminary data, via online and paper-based questionnaire. A qualitative approach followed, based on focus group discussion. This increases the depth of understanding of the cases and situations studied. The expected outcome of this research study will be value not only for understanding tourist perspectives, but also for the design of the most effective strategy of sport tourism of Thailand for the future work.

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