Marketing Sponsorship Strategies for Promoting Tourism of the Chonburi Buffalo Racing Festival
DOI:
https://doi.org/10.60027/iarj.2026.e299738Keywords:
Sponsorship Strategy, Cultural Event Marketing, Cultural Heritage Branding, Community-based Tourism, Buffalo Racing FestivalAbstract
Background and Aims: Sport and cultural tourism represent high-potential industries; however, the Buffalo Racing Tradition in Chonburi Province faced budgetary constraints and a lack of engagement with modern target audiences. This research aimed to: 1) analyze existing problems and requirements, 2) develop marketing sponsorship strategies, and 3) evaluate the appropriateness of these strategies to promote the Buffalo Racing Tradition and elevate it to an international level.
Methodology: This study employed a Research and Development (R&D) design. Qualitative data were collected through literature reviews and focus group discussions with 10 experts and stakeholders. Data were analyzed using SWOT Analysis and TOWS Matrix to determine strategic directions.
Results: The findings revealed that while the tradition possessed high perceived value as an ancient cultural heritage, it suffered from a lack of professional management, safety concerns, and unattractive sponsorship benefits, leading to low marketing sponsorship effectiveness. Consequently, four strategies were developed: 1) Aggressive Strategy (S-O): leveraging soft power through digital storytelling; 2) Maintenance Strategy (S-T): establishing inimitable community identity; 3) Corrective Strategy (W-O): integrating digital technology to ensure measurable Return on Investment (ROI); and 4) Defensive Strategy (W-T): enhancing governance, safety standards, and animal welfare.
Conclusion: The evaluation confirmed that the strategies were highly appropriate for the sport tourism context. Policy recommendations included implementing ESG Branding and pursuing Guinness World Records certification to build trust and attract long-term strategic partners.
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