EXAMINING THE COMPETITIVENESS OF SMART TOURISM IN THAILAND BY USING THE DIAMOND MODEL
Keywords:Smart Tourism, Competitiveness, Thailand
Smart tourism has been adopted as one of the key strategies to increase income and enhance tourism competitiveness in Thailand. Nonetheless, smart tourism studies in Thailand are limited, particularly in terms of smart tourism competitiveness. Therefore, this paper aims to examine the competitiveness of smart tourism in Thailand by utilizing Porter (1990)’s Diamond Model. Qualitative data have been collected from stakeholders involved in Thailand’s smart tourism business in regard to the factor conditions, demand conditions, related and supporting Industries, firm rivalry, chance, and government. It is envisaged that this paper reveals the implications for smart tourism stakeholders, and contributes to research areas that are necessary for the future development of smart tourism in Thailand.
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