Role of Service Innovation and Product Innovation for Community-based Tourism in Phatthalung Thailand

Abstract

The promotion of community-based tourism (CBT) is important to enhance the tourism industry performance. Therefore, purpose of this study is to examine the service innovation and product innovation to enhance CBT. The mediating role of tourists’ satisfaction is also examined. Thus, the relationship between service innovation, product innovation, tourist satisfaction and CBT promotion were considered. Questionnaire was used for data collection from Thailand. Phatthalung Thailand has important potential for CBT which is considered in this study. A questionnaire was used to collect data from the tourism management companies in Phatthalung, Thailand. Results of the study shows that; service innovation has important contribution to enhance CBT promotion. Service innovation has positive influence to enhance tourist satisfaction which further lead to the CBT promotion. Similarly, product innovation also has positive influence on the contribution to the CBT promotion with the help of tourist satisfaction. It shows positive influence on tourist satisfaction which further lead to the CBT promotion.