04/09/2026
🌏 FROM EVENT TO VALUE: Creating Tourism Value toward a Sustainable Economy
We are pleased to share that Associate Professor Dr. Dittachai Chankuna, Faculty member of the M.B.A. in Sport Management Program, Faculty of Liberal Arts, Thailand National Sports University, Chiang Mai Campus, has been invited as an Expert in Business Tourism to participate in the academic panel discussion under the theme:
Creating Tourism Value toward a Sustainable Economy”
📅 Friday, September 4, 2026
⏰ 09:00–16:00 hrs.
📍 Cattleya Room, Rama Gardens Hotel, Bangkok
Prior to the panel discussion, Assoc. Prof. Dr. Chankuna will deliver a 15-minute expert presentation focusing on how business tourism and sport events can be transformed from short-term activities into platforms for sustainable economic value creation.
Drawing upon his research on sport events, city image and branding, and the economic value of sporting success, the presentation introduces an EVENT-to-VALUE Model, connecting:
ATTRACT → EXPERIENCE → SPEND → BRAND → LEGACY
The key proposition is that high-value tourism should move beyond simply increasing visitor numbers. Destinations should strategically design events to generate higher visitor spending, opportunities for local businesses and communities, stronger destination brands, repeat visitation, investment, and long-term legacy.
International cases including Barcelona 1992, the Australian Open in Melbourne, and Paris 2024 will also be discussed alongside evidence from Chiang Mai, Thailand, illustrating how sport events can contribute to destination development and sustainable local economies.
💡 High-Value Tourism is not about attracting more visitors. It is about creating more value from every visit — and making that value stay with the destination.”
This academic engagement reflects our commitment to integrating research, sport management, business, tourism, and sustainability and translating academic knowledge into practical value for industries, communities, and society.
📚 Research-based expertise:
Chankuna, D., Srijundee, T., Meechai, P., & Prajongjai, V. (2026). *The role of sports events in shaping city image and branding: A case study of Chiang Mai, past and present.* Thammasat Review, 29(1), 1–20.
Chankuna, D. (2025). From podium to profit: How international sports wins boost national income?. Creative Business and Sustainability Journal, 47(2), 104–125.
🎓 M.B.A. in Sport Management
Faculty of Liberal Arts
Thailand National Sports University, Chiang Mai Campus
🏆 The M.B.A. in Sport Management program was quality-assessed in accordance with the AUN-QA Guidelines for Academic Year 2025 and received an Overall Verdict of “Adequate as Expected.”
