Strategies to Promote Motorsport Tourism in the Special Economic Zone of Chiang Rai Province

Abstract

This research aims to study the strategies for promoting motorsport tourism in the border special economic zone of Chiang Rai Province. The primary objectives include: (1) analyzing the factors influencing participation in motorsport tourism activities, (2) examining the appropriate activity models for motorsport tourism, and (3) developing strategies to promote motorsport tourism.

The research employs a mixed-methods approach, divided into three phases: (1) analyzing factors influencing participation by collecting data from a sample group of 400 respondents and performing statistical analysis, (2) identifying suitable activity models through in-depth interviews with 16 stakeholders, and (3) formulating strategies using SWOT Analysis and the TOWS Matrix. The research findings indicate that factors influencing participation in activities include both positive aspects, such as event organization, promotional channels, and safety standards, as well as negative factors, including expenses and prior participation experience. Furthermore, suitable event formats should be diverse, receive support from the public and private sectors as well as the community, and incorporate stringent safety measures. The research also formulated five strategies: 1) Infrastructure development, 2) Branding and marketing, 3) Public and private sector support, 4) Community activity promotion, and 5) International cooperation development.