Business Strategies and Logistics Management Affecting Hotel Business Performance in Chiang Rai Province
Keywords:
Logistics management, Business strategies, Firm performanceAbstract
The study on business strategy and logistics management towards the performance of hotel business in Chiang Rai aimed to investigate 1) business strategy, logistics management, and performance of hotel business in Chiang Rai and 2) the relationship among business strategy, logistics management and performance of hotel business in Chiang Rai. This research is a quantitative approach and gathers data using online questionnaires from supervisors working for the hotels.
The research results indicated that the overall hotel business in Chiang Rai pursues a business strategy at a high level, which emphasizes a focus strategy at the highest level, differentiate strategy, and a low-cost strategy respectively. For logistics management, the overall operations are at a high level which communication having the highest level, materials handling, and purchasing respectively. The overall firm performance of the hotel business in Chiang Rai was at a high level, by which financial performance had the highest level and non-financial performance respectively.
The business strategy affected logistics management and firm performance of the hotel business in Chiang Rai at a statistically significant level of .01 whereas logistics management affected the performance of the hotel business in Chiang Rai at a statistically significant level of .01. Considering each business strategy, it found that low-cost strategy had both direct and indirect effect through logistics management towards firm performance at a statistically significant level of 0.05 and having regression coefficient of 0.429. Differentiation strategy had direct and indirect effects through logistics management towards firm performance at a statistically significant level of 0.05 with a regression coefficient of 0.422. Focus strategy had a direct effect on firm performance at a statistically significant level of 0.05 with a regression coefficient of 0.224.
