GUIDELINES FOR SPORTS EVENT MANAGEMENT BUSINESS DEVELOPMENT IN CHIANG MAI: STRATEGIC ANALYSIS USING FIVE FORCES MODEL AND COLLABORATION-INNOVATION-IDENTITY MODE

Abstract

The purposes of this research were: 1) To analyze the influence of market competition conditions on the opportunities and challenges of sports event management businesses in Chiang Mai Province. and 2) Synthesize marketing strategies that transform competitive pressures into opportunities by integrating Chiang Mai's tourism strengths and local identity. Regarding the survey research, the sample consisted of two groups, with 150 participants, of whom 16 were selected explicitly. The selection method targeted entrepreneurs who had participated in sports competitions in Mueang Chiang Mai District twice a year. The multiple regression study explores the forecasting of market opportunity conditions (F = 29.389, Sig. = 0.000) and describes the sensitivity of the elements in this area, including the process level and players' positive control. The results of the market analysis are statistically significant (F = 16.826, p < 0.001). Refreshing description 40.1 Key enterprises by monitoring the level of working for new entrepreneurs, which cause adverse effects for new entrepreneurs, directly affecting... Important parts of the product to guide quality strategic research, business presentations, business development to create "Chiang Mai Sports" (Chiang Mai Sports City) through sports tourism strategies and Lanna identity based on the model of "Collaboration-Innovation-Identity" (C-I-I model) principles for transforming organizational structures into opportunities that will help to create sustainability of the sports business of entrepreneurs with more effectiveness.