Feasibility study for the proposed Bangkok Sports and Leisure Center

Name: Puubeth Taworntawat

keyword: Bangkok Sport and Leisure Complex

LCSH: Sports facilities -- Thailand -- Bangkok

; Blue ocean business strategy canvas

; SWOT analysis

; Bangkok CBD

Abstract: The main purpose of this study is to develop a feasibility analysis for theproposed sports and leisure center called Bangkok Sports and Leisure Center (BSLC). With significant evidence on the need to have a sports and leisure center in Bangkok, the researcher found out that there are significant changes in the trends of people in Thailand, especially how they spend their free time. Particularly, it is evident that many of the residents and visitors in Bangkok are visiting facilities that offer a wide range of activities such as cinemas, amusement parks, shopping, casinos and other games such as video games. However, not all of these activities is meant to satisfy the customers who are may be or are sportsmen and women, and the available sports clubs are either inaccessible to many of them or do not offer many of the leisure activities such as indoor games and didn’t create any feeling for an updated social trend sports complex. Finding the right strategy for the real-estate business, BSLC, is the key to make a one-stop place for sport enthusiasts. In order to address this, the research was based on the objectives such as: to find out the market characteristics in sports and leisure businesses ; to determine the trends of customers and landlords in the crowded Bangkok CBD, and how they affect the sports and leisure businesses and to develop a feasibility study for the Bangkok Sports and Leisure Center. Design/Methodology/Approach of the study The research was conducted within three main areas. First, the researcher analyzed the sports and leisure industry in Thailand specifically in Bangkok by understanding the market behavior and current trends in real estate businesses where the landlords are involved. Secondly, the researcher analyzed strategies that are important when starting a new business. This involved understanding of the SWOT analysis based on the Blue Ocean Business Strategy Canvas. Finally, a qualitative research was conducted to find out the actual situation on the ground through observation and in-depth interviews where observations were particularly made during the interviews and through visiting various sports clubs and leisure facilities in Bangkok. Interviews were conducted based on the most effectiveand efficient proceduresfor the project, such as face-to-face interviews and telephones interviews. 10 questions were designed for industry business owners and industry expert respondents ; 3 questions for the industry landlords ; 8 questions for industry customers and potential customers ; and 2 questions for the industry Government representatives. The interviews took approximately 15 to 20 minutes. Key Findings From the findings obtained in this study, it was evident that Bangkok has good opportunities for starting a sport and leisure complex because of its large youthful population, with most of the residents being sports enthusiasts. Among the most common sporting activities within Bangkok city include Thai boxing, Pilates, and yoga as part of Thai tradition. Primary and secondary purpose-based real-estate strategy (PSPRS) is preferred by majority of sport enthusiasts as it may create a one-stop place for leisure and sports activities, and hence lead to saving of time. However successful sports and leisure center in Bangkok necessitates the availability of multiple services for clients with different sporting needs. Nonetheless, establishing a sport and leisure complex in the CBD of Bangkok such as Phatumwan, Ratchada, Thonglor, Silom and Satorn was found to be affected by a number of challenges including limited space availability and heavy traffic snarls. Opting for small spaces from other property owners in CBD was also faced with challenges since the only available spaces were far from public transport terminals, and this was felt to be an unviable positioning of the planned sport and leisure complex. Reinforced by the heavy rental costs from other property owners who were considered to be the next option, the feasibility of starting up a sports and leisure complex was found to be low. As a result, though starting a sport and leisure complex was found out to be a unique way of ‘value offering’ in the sports and leisure industry, it was found to be difficult to execute, since challenges related to space availability and traffic jams into the Bangkok CBD would limit its success

Thammasat University. Thammasat University Library

Address: BANGKOK

Email: preserv@tu.ac.th

Name: Jamieson, Walter

Role: advisor

Created: 2016

Modified: 2021-08-20

Issued: 2021-08-20

วิทยานิพนธ์/Thesis

application/pdf

DOI: 10.14457/TU.the.2016.1014

eng

DegreeName: Master of Science

Level: Master's Degree

Descipline: Service Innovation

Grantor: Thammasat University

©copyrights Thammasat University

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