A Success Model of Hotel and Lodging Business Operations for tourism in Thailand
คำสำคัญ:
Entrepreneurship Focus, Digital Marketing Strategy, Innovative Capability, Competitive Advantage, Success of Hotel and Lodging Business Operationsบทคัดย่อ
Nowadays, there is a hugely competitive rate in hotel and lodging business operations, so entrepreneurs should plan and define the operational strategies for their business growth and achievement. This research was aimed to; 1) study the level of entrepreneurship focus, digital marketing strategy, innovative capability, competitive advantage, and success of hotel and lodging business operations; 2) study the entrepreneurship focus, digital marketing strategy, innovative capability, and competitive advantage affecting the success of hotel and lodging business operations; and 3) develop a success model of hotel and lodging business operations in Thailand. There were 340 sample groups comprised of entrepreneurs, managing directors, assistant managing directors, and general managers using cluster sampling. The quantitative research data were gathered by using the questionnaire and the qualitative research data were gathered by using the interview. The questionnaire for gathering data of the qualitative research and the interview for gathering data of the quantitative research comprised 5 sections by the observation variables. Quantitative research analysis by using the structural equation and qualitative research using focus groups.
The findings revealed that; 1) the level of entrepreneurship focus, digital marketing strategy, innovative capability, competitive advantage, and success of hotel and lodging business operations were at a high level; 2) the entrepreneurship focus, digital marketing strategy, innovative capability, and competitive advantage affecting the success of hotel and lodging business operations; and 3) a success model of hotel and lodging business operations in Thailand that the researcher has developed, “B-F DIC Model” was the quality model of hotel and lodging business operations with entrepreneurship focus on using the management strategies in the digital era responding to the consumer needs and providing competitive advantage to other entrepreneurs.
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