Factors affecting tourism business effectiveness on the Andaman Sea coast of Thailand

Authors

  • Nutsana Na Phayap Business Administration, Hatyai Business School, Hatyai University, Songkhla 90110, Thailand
  • Wiwat Jankingthong Business Administration, Hatyai Business School, Hatyai University, Songkhla 90110, Thailand
  • Siriluck Thongpoon Business Administration, Hatyai Business School, Hatyai University, Songkhla 90110, Thailand
  • Chutima Wangbenmad Business Administration, Hatyai Business School, Hatyai University, Songkhla 90110, Thailand

Keywords:

competitive advantage, corporate social responsibility (CSR), effectiveness, innovation in business, social media

Abstract

This research examines factors affecting tourism business effectiveness on the Andaman Sea coast of Thailand. This study was quantitative research. 450 questionnaires from owners or executives of the tourism businesses were received. The data were then analyzed using Lisrel software. The finding of this study shows that the constructed SEM was in the appropriate criteria. It was found that competitive advantage had a positive direct effect on effectiveness, corporate social responsibility (CSR) had a positive indirect impact on effectiveness through competitive advantage, Innovation had a positive indirect effect on effectiveness through competitive advantage and social media had a positive indirect effect on effectiveness through competitive advantage.

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Published

23-04-2024

How to Cite

Na Phayap, N., Jankingthong, W. ., Thongpoon, S. ., & Wangbenmad, C. . (2024). Factors affecting tourism business effectiveness on the Andaman Sea coast of Thailand. Kasetsart Journal of Social Sciences, 45(2), 533–538. Retrieved from https://so04.tci-thaijo.org/index.php/kjss/article/view/272021

Issue

Vol. 45 No. 2 (2024): April-June

Section

Research articles

License

Copyright (c) 2024 Kasetsart University

This is an open access article under the CC BY-NC-ND license http://creativecommons.org/licenses/by-nc-nd/4.0/