BEHAVIORS AND DEMANDS OF TOURISTS TOWARDS PARTICIPATING OF SPORTS ACTIVITIES TO PROMOTE SPORTS CITY OF PHUKET PROVINCE

Abstract

The objective of this research is to study the behavior and preferences of tourists towards participating in sports activities to promote Phuket Province as a sports city. This research is quantitative in nature, utilizing a questionnaire as a tool to collect data from  a sample group, namely tourists participating in sports activities to Phuket Province, totaling 400 individuals. From the research findings, it was found that the respondents to the questionnaire were predominantly male, aged between 31 and 40 years old, with a bachelor's degree education level. They mostly work in sales or have their own businesses, with an average monthly income 35,001 baht. The behavior towards participating in sports activities 5 - 8 times, particularly in marathon running. The purpose of joining is mainly for relaxation during holidays. They typically travel with friends and engage in activities for one day. The total expenses for participating in these activities, including registration fees, range from 2,001 to 4,000 baht. Friends are their primary source of information, and the main reason for participating is to meet and engage in activities with friends. The main factors influencing there are the venue and safety. Requirements are divided into four aspects: Product: Prefer to participate in marathon running activities in Kathu District. They seek one-day events and require expertise in activity organization, along with oversight from an event management company. Price: preferably less than 500 Baht per event. Additionally, they expect accommodation and transportation costs for the activity to range from 500 to 1,000 Baht. Place and Safety: prefer activities held in areas adjacent to the sea. Promotion and Sales: Desire information through online channels such as websites and Facebook, preferably at least one month in advance. They also appreciate promotional efforts during registration, such as food vouchers for use within the event