MABE Case Study: Competitiveness of sports resorts post-COVID-19

ABSTRACT

This study investigated the factors that can support the enhancement of competitiveness, in the fast-paced resilience of the tourism industry after COVID-19, for sports hotels in Phuket, Thailand. Through the analysis of the current situation and trends in sport tourism, it was found that digital marketing, human resource management, and sustainability management are crucial factors for sports hotels in Phuket to compete with other hotels in the industry, make sports resorts unique, increase customer satisfaction, and have a positive impact on the community. Suggestions for enhancing sports hotels’ competitiveness and performance post-COVID-19 are also provided in this case study.

LEARNING OBJECTIVES

• This case study aims to elaborate on the current situation of sport tourism after COVID-19 and to identify the key factors that enhance the competitiveness of sports resorts in Phuket post-COVID-19.

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