Organization’s External Environment, Strategic Management, Innovation, and Organizational Management affect Success of Green Hotel Operations in Thailand

Abstract

The objectives of this research are 1) to study the success level of green hotel operations in Thailand, the environment outside the organization, strategic management. and organizational management and innovation 2) to study the environment outside the organization Strategic management and organizational management and innovation that have a causal influence on the success of running a green hotel business in Thailand. 3) To study and propose a model for the success of running a green hotel business in Thailand with empirical data. This research is a combination of quantitative and qualitative research. Quantitative research has a sample group: Green hotel business operators in Thailand totaling 420 people. The sample size was determined using the criterion of 20 times the observed variable. multistage sampling and quota sampling Use questionnaires to collect data. Data were analyzed using structural equation modeling. for qualitative research Data were collected through in-depth interviews, consisting of officials involved in smart city development policy from the Ministry of Energy. Officials involved in smart city development policy from the Ministry of Transport Officials from the Department of Environmental Quality Promotion regarding green hotel management President of the Hotel Association of Thailand Representatives of green hotel business operators, a total of 15 people, and data analyzed using content analysis. The results of the research found that 1) innovation, success in running a green hotel business Organization management Strategic management and the environment outside the organization is at a high level 2) organizational management, innovation, and the environment outside the organization and strategic management affects the success of running a green hotel business in Thailand. Statistically significant at the .001 level and 3) a success model for operating a green hotel business in Thailand developed by the researcher. Named “MIE2S Model” (M= management administration, I= innovation, E= external environment, S= strategic management, S= success) it is a model for agencies that support and promote the success of running a green hotel business in Thailand. Focused on finances, stakeholders’ Internal processes and learning and growth