Guideline Policy to Promote Leisure Sport Tourism in NanYue

Wenwen Liu; Vichit  Imarom; Kanit  Kheovichai

doi:10.60027/iarj.2026.e296266

Authors

Wenwen Liu Faculty of Education, Silpakorn University, Thailand https://orcid.org/0009-0000-4353-8546
Vichit Imarom Faculty of Education, Silpakorn University, Thailand https://orcid.org/0009-0001-0625-8067
Kanit Kheovichai Faculty of Education, Silpakorn University, Thailand https://orcid.org/0009-0007-2817-8731

DOI:

https://doi.org/10.60027/iarj.2026.e296266

Keywords:

Guideline Policy, Leisure Sport Tourism, NanYue

Abstract

Background and Aims: In recent years, driven by policy and increased health awareness, NanYue leisure sports tourism has developed rapidly. NanYue boasts superior natural resources, religious culture, and transportation conditions, giving it an advantage in developing leisure sports tourism. However, it still faces challenges such as product homogenization, insufficient supporting facilities and professional talent, limited market promotion, and ecological protection pressures. This study aims (1) to study the current situation of leisure sport tourism in NanYue, (2) to develop a guideline policy to promote leisure sport tourism in NanYue, and (3) to validate the feasibility of the guideline policy to promote leisure sport tourism in NanYue.

Methodology: This study employed a research and development (R&D) methodology, using literature review, questionnaires, and interviews, while SWOT analysis integrated quantitative and qualitative data to formulate the guideline policy. A panel of nine experts conducted a connoisseurship assessment to evaluate policy feasibility. For the questionnaire survey, 384 participants were selected through simple random sampling, and descriptive statistics (frequency, percentage, mean, standard deviation) were used to analyze demographic and perceptual data. In addition, 15 key informants were purposively selected—three tourism bureau staff, nine tourism practitioners, and three community residents—to provide qualitative insights. Among the 384 respondents, 51.82% were women, and the largest age group (19–30 years) accounted for 44.27%. Tourists from other provinces comprised 52.60%, indicating NanYue’s strong national appeal.

Results: 1) Current Situation and Results: NanYue possesses a strong natural ecological and cultural foundation, attracting primarily young, highly educated tourists with high spending power. However, it faces challenges such as insufficient product innovation, inadequate infrastructure and safety management, low community participation, and a shortage of professional talent. 2) Guideline Policy and Results: Based on the results of SWOT analysis, the preliminary guidelines for NanYue Leisure Sports Tourism Policy include eight aspects: tourist demand, tourist perception, tourist motivation, sustainable development, policy support, government management, policy recommendations and stakeholder participation. 3) Connoisseurship and Results: Experts unanimously agreed that the Guideline Policy are feasible and recommended strengthening product differentiation, social media communication, ecological and cultural protection, safety certification and talent training, and improving collaboration and guarantee mechanisms to promote the high-quality and sustainable development of leisure and sports tourism in NanYue.

Conclusion: The Guideline Policy proposed in this study could make NanYue leisure sports tourism more attractive while achieving efficient resource integration and sustainable industrial development.

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