Key Success Factors on Social Media Agility of Tourism Business in Thailand

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Chayanan Kerdpitak, Narumon, Chomchom, Archavit Choengklinchan, Oraphan Decha, Nathayu Wantayakul, Wan-Hsuan Yen

Abstract

The current study examined the role of innovation management and marketing communication in tourism business performance through social media agility in Thailand. The relationship between innovative process, change management, innovation management, marketing communication, social media agility and tourism business performance was examined. Primary data were collected with the help of survey. Therefore, 480 questionnaires were distributed among the employees related to the tourism business companies in Thailand. Results of the study shows that both the innovation management and marketing communication has important role in social media agility and tourism business performance. Innovation process has positive effect on innovation management which further lead to the social media agility and social media agility has positive effect on tourism business performance. Furthermore, change management effect positively on innovation management which lead to the social media agility and business performance in tourism industry. Additionally, marketing communication increases the social media agility which increases the business performance. Thus, practitioners should promote innovation management and marketing communication to enhance tourism performance.

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