แนวทางพัฒนาธุรกิจโรงแรมเชิงกีฬาสำหรับตลาดนักท่องเที่ยวต่างชาติ จังหวัดภูเก็ต จากมุมมองผู้มีส่วนได้ส่วนเสียในธุรกิจโรงแรม: การวิจัยเชิงคุณภาพแบบสองกรณี

Ruangchai Ruangyangmi

Authors

Ruangchai Ruangyangmi Prince of Songkla University Phuket campus

Keywords:

Sports Tourism, Sports Hotels, Business Development, Marketing, Phuket

Abstract

Over the past decade, sports tourism has become a key mechanism driving the global tourism economy. With Thailand’s potential to become a regional hub for health and sports tourism, combined with the distinctive advantages of Phuket—particularly its variety of water-based and outdoor activities—the hotel industry has significant opportunities to evolve into “Sports Hotels” designed to meet the specific needs of international sport-oriented travelers. This research aims to examine business plans and propose appropriate and sustainable development strategies for sports hotel businesses in Phuket in order to enhance their competitiveness. This study employs a qualitative case study approach involving two cases. The primary objective is to investigate business plans and develop strategic recommendations for sports hotels targeting foreign tourists in Phuket. The sample group consists of 15 participants, including 10 hotel operators and 5 international tourists. Data were collected through in-depth interviews and participant observation. The analysis was guided by the McKinsey 7S Framework in conjunction with the Marketing Mix (7Ps). The findings reveal four core strategic directions for the development of sports hotel businesses: 1) enhancing service quality specific to sports tourism, such as improving facilities that cater to nutritional needs and physical recovery for athletes; 2) developing staff competencies, including specialized sports knowledge (e.g., trainers) and international service standards; 3) applying digital marketing strategies to increase market reach and brand awareness among sport-oriented travelers; and 4) establishing strategic collaborations with local authorities and sports associations to improve facilities and promote international sporting events. The study recommends integrating these strategies into core business planning to strengthen competitiveness and long-term sustainability. Such efforts will elevate Phuket’s image as a premier sports tourism destination in the Asian region.

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