Green Marketing Strategy in EEC: Thailand’s Guesthouse success

Abstract

The objective of this research is to study the causal relationship model of green marketing strategy that affects the success of the guesthouse business in the Eastern Economic Corridor. The research tool was a questionnaire. Data were collected from a sample group of 585 tourism businesses in Thailand. This data analysis was done using SPSS16.0 and AMOS16.0 statistical package. Statistical values ​​were used in the study such as frequency distribution, percentage, mean, standard deviation, skewness, kurtosis, and Structural Equation Model Analysis (SEM).

The results showed that the model of the green marketing strategy that affects the success of the guesthouse business in the developed Eastern Economic Corridor was consistent with the empirical data. In addition, the developed model could also be used for forecasting at a high level and it was accepted by 74.3% (a threshold of 40% or more). In terms of causal relationships, green marketing strategies related to green heart, green logistics, green tourism, green attractions, green community, green activity and green service had a statistically significant causal relationship to the success of the guesthouse business in the Eastern Economic Corridor at 0.05 level.