DEVELOPMENT OF ESPORTS - RELATED TOURISM ROUTES

Abstract

This research aims to investigate the feasibility and strategic approaches for developing tourism routes related to esports in Thailand, with a focus on integrating the tourism sector and the rapidly expanding esports industry at both global and ASEAN levels. Esports is no longer viewed solely as a form of entertainment; it has evolved into a professional industry interconnected with technology, media, marketing, and digital culture. This transformation creates new opportunities for designing creative tourism experiences that meet the demands of new-generation travelers. The study will explore the needs, expectations, and behaviors of targeted tourists, along with the perspectives of esports entrepreneurs, event organizers, relevant agencies, and tourism operators. The analysis will focus on identifying both opportunities and challenges in establishing innovative tourism models that incorporate esports activities. These models may include esports event-based tourism, themed travel packages, interactive exhibitions of games and technology, as well as hybrid tourism experiences that integrate esports competitions with local cultural and heritage-based tourism. The expected outcome of this research is to provide practical guidelines for designing tourism routes that enhance the value of Thailand’s tourism industry, attract both domestic and international tourists, generate income, and distribute economic benefits to local communities. Moreover, such development will strengthen Thailand’s image as a hub for digital tourism and esports in the future, increase its competitiveness in the global tourism market, and establish a foundation for sustainable tourism development in the digital era.