Promoting Domestic Tourism using the One Province One Marathon (OPOM) Project
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Abstract
Covid-19 pandemic has massive impacted on tourism sector of country which heavily rely on foreign tourism as Thailand. This study offer the guideline to promote sustainable tourism via marathon running event of One Province One Marathon (OPOM) project that will activate expenditure as well as immunity of people. This study analysed role of marathon event on provincial tourism of Thailand. Using SportStat Asia data of 41 running events during 2022-2023 from 21 provinces, the finding found that occupancy rate, number of stays, number of travelers and tourism income in area of event significantly increase in the month of competition. Additionally, the result also confirmed that number of runners also induced the expansion of those 4 indicators. The fruitful of study suggests the proposal that each province in Thailand should launch marathon event and show theme and period associate with its identity and tourism season. The paper also provide Thailand Provincial Marathon Calendar which will be updated every year in order to publicize for tourist who interested in participate marathon running and that will be pave the way to the sustainable economic development.
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