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This research aimed to (1) To study a level of quality management, market orientation, and business performance of tourism in Chiang Rai province, (2) To study a degree of uncertainty in tourism environments in Chiang Rai province, and (3) To study the quality management and market orientation that affect the business performance of tourism in Chiang Rai province. The sample sizes were totally 500 samples, including the technical managers, middle managers, and top managers. The Structural Equation Modeling was theoretically used in this research. The findings showed that the majority respondents were female aged between 41-50 years old. They earned a bachelor’s degree or equivalent. Their average incomes were approximately 30,001-40,000 Thai baht. Their current positions were mostly associated with the middle managers. In general, an analysis of the quality management showed a high operation’s level with the highest average of the roles of the top managers together with the quality policy. The market orientation showed a high level as a whole with the highest average of the responsibility toward a customer. The levels of business performance were relatively high with the maximum average of the market/product development, and the quality outcomes. Moreover, the uncertainty of the marketplace environment was in the rather high level with the maximum average of the customers’ aspect. The additional results found that the government should help, assist, as well as support in terms of the marketing and information aspects. The empirical results derived from the SEM’s model revealed that the quality management had the positive effects to not only the market orientation, but also the business performance. Likewise, the market orientation had the positive effect to the business performance.
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