Strategic Innovation Marketing and Firm Performance of Travel Agency Businesses in Thailand
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Abstract
The objective of this study is to examine the influences of strategic innovation marketing and firm performance of travel agency businesses in Thailand. The data were obtained from 149 travel agency businesses in Thailand and were analyzed using multiple regression analysis for all hypothesis tests. The results indicated that the relationships among strategic innovation marketing, continued product development, sustainable marketing competitiveness, dynamic customer responsiveness, and firm performance were confirmed whereas continued product development and dynamic customer responsiveness had an important influence on firm performance. Surprisingly, there was no significant effect of sustainable marketing competitiveness on firm performance. Hence, entrepreneurs must consider ways to survive while gaining competitive advantages. New strategies and practices are needed to be implemented. Furthermore, conclusions and discussion, directions for future research, theoretical and managerial contributions are clearly provided.
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