Kasetsart Journal of Social Sciences (KJSS)
Factors affecting tourism business effectiveness on the Andaman Sea coast of Thailand
Kasetsart Journal of Social Sciences -- formerly Kasetsart Journal (Social Sciences), Volume 045, Issue 2, April 2024- June 2024, Pages 533-538
ISSN: 2452-3151(0125-8370)
Nutsana Na Phayap
a,*
, Wiwat Jankingthong
a
, Siriluck Thongpoon
a
, Chutima Wangbenmad
a
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a
Business Administration, Hatyai Business School, Hatyai University, Hatyai 90110, Thailand
*
Corresponding author, e-mail:
nutsana@hu.ac.th
Abstract
This research examines factors affecting tourism business effectiveness on the Andaman Sea coast of Thailand. This study was quantitative research. 450 questionnaires from owners or executives of the tourism businesses were received. The data were then analyzed using Lisrel software. The finding of this study shows that the constructed SEM was in the appropriate criteria. It was found that competitive advantage had a positive direct effect on effectiveness, corporate social responsibility (CSR) had a positive indirect impact on effectiveness through competitive advantage, Innovation had a positive indirect effect on effectiveness through competitive advantage and social media had a positive indirect effect on effectiveness through competitive advantage.
Keywords
competitive advantage, corporate social responsibility (CSR), effectiveness, innovation in business, social media
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