แนวทางการพัฒนาการท่องเที่ยวเชิงกีฬาของเกาะสมุย จังหวัดสุราษฎร์ธานี

Abstract

This research aims to 1) study the potential of sport tourism 2) investigate tourists' perceptions of sport tourism and 3) propose the development guideline of sport tourism in Samui Island. A mixed-method was employed using qualitative approach to study the potential of the area. In-depth interviews with 22 key persons relating to Samui's tourism from government organizations, private organizations, and the academics were conducted in data collection process. Content analysis was used for qualitative data analysis. Furthermore, the quantitative approach was used to investigate tourists' perceptions of sport tourism. The data was collected using two instruments designed for this research. First, a sport tourism evaluation form was used to collect data also from those 22 key persons. Second, a questionnaire was used with 400 tourists travelling to Samui. The descriptive statistics used were percentage, mean score, standard deviation and the inferential statistics used were t- test and F-test. The results indicated that Samui Island has a strong potential in terms of sport tourism as having a good public relations, various tourist activities, beautiful natural attractions, but lack of sport tourism personnel. Moreover, from the tourists perceptions, it was found that Samui is perceived as a potential sport tourism destination. However, it was suggested that infrastructure to support sport tourists and disabilities need to be improved. Furthermore, the results showed that among three groups of tourists; sport tourists, non-sport tourists and those who are involved with the athletes as a team had different levels of perceptions. That is, sport tourists had the highest level of perceptions, followed by non-sport tourists, and those who are involved with the athletes as a team, respectively. Finally, a guideline for the development of sport tourism destination of Samui was proposed.