THE EFFECT OF PRODUCT INNOVATION AND SERVICE PROCESS INNOVATION ON MARKETING PERFORMANCE OF 3 TO 4 STARS HOTEL BUSINESSES IN THAILAND

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มิ่งขวัญ บุญรอด

Abstract

This objectives of this research which particularly focus on 3 to 4 stars hotel business in Thailand are to: 1) study product innovation and process innovation of 3 to 4 stars hotel businesses in Thailand, 2) study the market performance of 3 to 4 stars hotel businesses in Thailand and, 3) study the magnitude of the effects of product innovation and process innovation on marketing performance of the 3 to 4 stars hotel businesses in Thailand. The target groups are among managers of 3 to 4 stars hotel businesses in Thailand. Questionnaires were distributed to 149 samples. Probability Sampling is used to randomize the samples. Then, using Quantitative Analysis Method to further analyze using several factors based from Descriptive Statistics, which are the mean, standard deviation as well as the multiple regression analysis. The results indicate that process innovation is at the highest ( gif.latex?\bar{X}=4.08), followed by product innovation ( gif.latex?\bar{X}=3.78) of 3 to 4 stars hotel businesses in Thailand. The overall marketing performance of 3 to 4 stars hotel businesses in Thailand also at a high level ( gif.latex?\bar{X}=3.83). Moreover, it was found that product innovation (gif.latex?\beta = 0.35) and process innovation (gif.latex?\beta=0.38), are all contributed a positively impact on the marketing performance of the 3 to 4 stars hotel business in Thailand.

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