Role of Marketing Strategy on Innovation management of Sports tourism business in Thailand

Abstract

Thailand is famous for a traditional martial art which is also called muay Thai. However, in Thailand, sports like football, badminton, swimming, tennis, and other western sports are also famous since the 20th century. Sports add a significant part to the national economy of Thailand. Hence, the present study is aimed to determine the role of marketing strategy on innovation management of sports tourism business in Thailand. Theoretically, the present study describes that targeting and positioning, promotional tactics, marketing plan, and segmentation have a direct relationship with employee performance and innovation management of the sports tourism business. However, employee performance mediates between marketing strategies and innovative management. To obtain the results of the present study, the primary data was obtained from 190 managers working with various sports agencies in Thailand. The qualitative research method was applied during data extraction from the respondents of the present study. Moreover, the area cluster approach was also applied because the population of the present study belongs to a wide area. A statistical software named Partial Least Square was applied to achieve the end results of the present study. It was concluded that increased value of targeting and positioning, promotional tactics, marketing plan, and segmentation increases employees’ performance and innovation management. Practically the current study helps tourism agencies particularly in Thailand to increase their business performance.