Factors Affecting on Innovativeness of Hotel Business: A Case Study of Andaman Cluster in Southern Thailand

บทคัดย่อ

The purpose of this study was to verify the effect of market orientation, learning orientation, and entrepreneurial orientation on innovativeness of hotel businesses in Andaman cluster in southern Thailand. A questionnaire was an instrument for collecting data from samples that were selected by proportionate stratified random sampling. The statistics used for analyzing the data were multiple correlation analysis and multiple regression analysis. The result showed that market orientation contained the most positive influence on organizational innovativeness followed by entrepreneurial orientation and learning orientation.