Business Performance Of Tourism Business In Southern Thailand

Abstract

The objective of this study is to examine the determinants of business performance (BP) in Southern Thailand. The BP of tourism industry is considered in this study. To achieve this purpose, the relationship between innovation management, entrepreneurship strategy, customer satisfaction, marketing management and BP is examined.  A cross-sectional research design is followed by adopting quantitative research method. A questionnaire survey is carried out among the tourism management companies in Southern Thailand for data collection. Area cluster sampling is used in data collection process. 260 valid responses were received which were analyzed by using Structural Equation Modeling (SEM). It is found that; tourism activities in Southern Thailand are majorly based on the innovation management, entrepreneurship strategy, customer satisfaction and marketing management. All these elements have positive effect on BP of tourism industry. The promotion of these elements can promote the tourism business industry in Southern Thailand. Therefore, this study identified the four determinants of BP which include; innovation management, entrepreneurship strategy, customer satisfaction and marketing management. The identification of these determinants is helpful for the management of tourism companies to promote BP through proper management of tourism activities.