The Expectations Toward Sports Tourism Marketing Strategies Under The Covid-19 Situation: A Case Study of Samui Plus

Abstract

This paper presents a guideline for preparing a paper to submit to the 1) Study the level of expectation and satisfaction of tourists. 2) Compare the difference between expectations and satisfaction of tourists, classified by personal factors. 3) Study guidelines and marketing strategies to develop the tourism potential of sustainable sports activities in Koh Samui.
The sample group includes both Thai and foreign tourists, with 400 tourists in Koh Samui participating in the SAMUI PLUS project, and 6 key informants in the qualitative study. Quantitative data were analyzed using descriptive statistics, and interview data were analyzed as well.

The study found that respondents had the highest level of overall satisfaction, expectations, and overall perception of the marketing strategy. It was found that differences in gender, age, status, and occupation resulted in varying levels of satisfaction with the sport tourism potential of Koh Samui, with statistically significant differences at the 0.05 level.
In addition, the use of marketing mix strategies should focus on product promotion through cooperation between the public and private sectors to promote and develop sport tourism in the community. Accommodation prices should be determined based on costs for pricing. Distribution channels should implement control measures to prevent the spread of tourists. For promotion, the sport tourism guidelines should be adjusted to respond better to
the Coronavirus Disease 2019 (COVID-19) outbreak.