THE INFLUENCE OF BEHAVIORAL INTENTION IN SPORTS TOURISM: A CASE STUDY OF BURIRAM PROVINCE, THAILAND

Abstract

Sport tourism is one of the rapidly growing industries in Thailand, with major international events such as the MotoGP World Championship playing a significant role in driving economic development, expanding employment opportunities, and enhancing the country’s global reputation. The event not only attracts thousands of international and domestic spectators but also promotes local culture, infrastructure development, and the overall sports industry. However, despite its rapid growth, challenges remain in ensuring a high-quality tourism experience. Factors such as image perception, service quality, perceived value, and behavioral intention play a crucial role in shaping visitor satisfaction and their likelihood to return. Issues such as cultural differences, service consistency, and destination branding influence the long-term sustainability of sport tourism in Thailand. This study adopts a literature review methodology to examine these key variables and their impact on sport tourism at the MotoGP World Championship in Thailand. The findings aim to contribute to the development of a comprehensive and sustainable sport tourism management model, providing valuable insights for policymakers, event organizers, and tourism stakeholders.