ปัจจัยที่มีอิทธิพลต่อความได้เปรียบเชิงแข่งขัน: กรณีศึกษากลุ่มอุตสาหกรรมโรงแรมและรีสอร์ท ระดับ 3-5 ดาว ในจังหวัดภูเก็ต

Abstract

The objectives of the research were to Study the factors
affecting on the competitive advantage: case study of 3-5 star hotels
and resorts in phuket province. By using questionnaire with the
operator is number 89 series analyze by Descriptive Statistics and OLS
Regression.
The results found that positive influencing factors on the
competitive advantage in efficiency of Asset profitability, Side customer
loyalty to products and services, Side reputation of the business, and
side Value of assets that value added to business include: factor good
corporate governance, factor Strategic management efficiency, factor
strategic management efficiency following COSO (α ˂ 0.01), factor
technology and Innovation (α ˂ 0.05) and found factor strategic
management efficiency following COSO positive influencing with
customer loyalty to products and services (α ˂ 0.10) respectively.
While factor impact of competitive environment found that negative
result at significant level (α ˂ 0.05).