Antecedents Factors Promoting the Efficiency of Community-Based Tourism Enterprise Management in Thailand
Keywords:
Knowledge Promotion and Skill Development , Cooperation Promotion , Management Efficiency , Community-Based Tourism Enterprises , ThailandAbstract
This research aims to: 1) Study the levels of knowledge promotion and skill development, cooperation promotion, leadership, management innovation, and management efficiency of community-based tourism enterprises in Thailand. 2) Investigate the influence of knowledge promotion and skill development, cooperation promotion, leadership, and management innovation on the management efficiency of community-based tourism enterprises in Thailand. 3) Develop a model for the efficiency of community-based tourism enterprises in Thailand. This research employs a mixed-methods approach, combining quantitative and qualitative research. For the quantitative research, the sample consists of 300 presidents, supervisors, and operational staff of community-based tourism enterprises. The sample size is determined using the criterion of 20 times the number of observed variables and selected through multi-stage sampling. Data collection is conducted using a questionnaire, and data analysis is performed using structural equation modeling. For the qualitative research, in-depth interviews are conducted with 20 key informants who are presidents of community-based tourism enterprises in Thailand. The research findings are as follows: 1) Knowledge promotion and skill development, cooperation promotion, leadership, and management innovation are at high levels, while the management efficiency of community-based tourism enterprises in Thailand is at a moderate level. 2) Knowledge promotion and skill development, cooperation promotion, leadership, and management innovation significantly influence the management efficiency of community-based tourism enterprises in Thailand at the 0.05 significance level. 3) The developed model for the efficiency of community-based tourism enterprises in Thailand is named the "Managing Community-Based Tourism Enterprises with Excellence in Efficiency Model." Additionally, the qualitative research results indicate that enhancing the efficiency of community-based tourism enterprises in Thailand requires entrepreneurs to use social media and digital platforms for tourism promotion, establish fundamental networks for tourism enterprise development, and adopt modern management technologies to enhance service efficiency. The results of this research can serve as a guideline for policy-making to enhance the efficiency of community tourism enterprises in Thailand in the future.
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