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

บทคัดย่อ

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.