AI-DRIVEN STRATEGIES FOR SUSTAINABLE SPORTS EVENT MANAGEMENT EVIDENCE FROM THE 33RD SOUTHEAST ASIAN GAMES IN BANGKOK
Keywords:
Artificial Intelligence (AI), Technology Acceptance, Sustainability, Sport EventsAbstract
This study aimed to 1) examine the potential of artificial intelligence (AI) applications in sustainable sport event management by focusing on participants’ perceptions and acceptance, 2) analyze social, cultural, and sustainability-related factors influencing attitudes and participatory behaviors in sport events, and 3) develop AI-driven sustainable sport event management strategies in the context of large-scale events. The 33rd Southeast Asian Games (SEA Games), hosted in Bangkok, Thailand, was employed as the case study. A mixed-methods research design was adopted. Quantitative data were collected through questionnaires administered to 400 event participants, while qualitative data were obtained from in-depth interviews with 15 experts in sport event management, digital technology, and sustainability. Data was analyzed using descriptive statistics, multiple regression analysis, and content analysis.
The findings presented in alignment with the research objectives, revealed that participants demonstrated a high level of perception and positive attitudes toward the application of AI in sustainable sport event management across all dimensions, particularly perceived usefulness, attitudes toward technology, and behavioral intention to participate. These results indicate a strong readiness to accept AI-driven practices for managing sports events. Furthermore, perceived usefulness, data security and trust, ease of use, and perceived environmental and social impacts were identified as significant factors influencing acceptance of AI-driven strategies. By integrating quantitative and qualitative findings, the study proposed five AI-driven sustainable sport event management strategies 1) enhancing operational efficiency 2) improving participant experience 3) promoting environmental sustainability 4) strengthening stakeholder acceptance and engagement and 5) developing digital infrastructure and AI governance. These strategies provide practical and systematic guidelines for organizing large-scale sport events and international sporting activities. The findings contribute to the body of knowledge on sustainable sport event management by highlighting the role of AI not only as a technological tool but also as a mechanism for fostering sustainable, socially meaningful, and participant-centered sport events in complex urban contexts.
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