Innovative Business Management Models for Homestays in Chiang Mai
Keywords:
Innovation, Homestay Business, Business Success, Management, MarketingAbstract
This research aims to examine the factors affecting the success of homestay businesses in Chiang Mai. The research employs quantitative research. The sample group was tourists who traveled to homestays in communities in Chiang Mai Province, aged 18 years and over. The researcher determined the sample size according to Yamane's formula, resulting in a sample of 400 people. The research tool was a questionnaire. Data analysis included structural equation modeling. The findings indicate that 1. the model is consistent with empirical data, fit indies were relative Chi-square = 1.506, GFI = 0.948, AGFI= 0.924, CFI = 0.978, RMR = 0.009, RMSEA = 0.040, and 2. the success of homestay businesses in Chiang Mai is most influenced by innovations in products and services, followed by management innovations and marketing innovations, respectively.
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