The Impact of Innovation E-marketing on Operational Efficiency of Tourism Community Enterprises in Upper Northeast Region 1

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Published: Sep 28, 2023
Keywords:
Marketing innovation E-marketing Operational Efficiency

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Chadarat Khwunnak
Department of Information Technology and Digital media, Faculty of Science, Pitchayabundit College
https://orcid.org/0000-0002-4487-2711
Sarayuth Intanai
Department of Management, Faculty of Business Administration, Pitchayabundit College

Abstract

This research aims to investigate the impact of electronic marketing innovations on the operational efficiency of community tourism enterprises. The sample group consists of 400 entrepreneurs engaged in community tourism businesses in the upper Northeastern region of Thailand. The research tools used include questionnaires, assessed for their reliability using Cronbach's alpha, and multiple regression analysis to analyze the data. The data will be analyzed using percentages, multiple regression analysis to examine the relationships between variables, and the coefficients of determination.


The research findings indicate that there is a statistically significant correlation (at the 0.01 level) between electronic marketing innovations, social media marketing, mobile commerce, and the operational efficiency. Furthermore, the design of the user interface also has a positive and statistically significant impact on operational efficiency (at the 0.05 level).

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How to Cite
Khwunnak, C., & Intanai, S. (2023). The Impact of Innovation E-marketing on Operational Efficiency of Tourism Community Enterprises in Upper Northeast Region 1. NEU ACADEMIC AND RESEARCH JOURNAL, 13(3), 142–154. retrieved from https://so04.tci-thaijo.org/index.php/neuarj/article/view/266267
Issue
Vol. 13 No. 3 (2023): July - September 2023
Section
Research Article
Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Author Biography

Chadarat Khwunnak, Department of Information Technology and Digital media, Faculty of Science, Pitchayabundit College

Chadarat Khwunnak was born in Thailand. She received her Ph.D.(Business Administration and Digital Innovation ) from Mahasarakham University in 2022. Her research interests include technology, business, marketing and multimedia.

References

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