BREAKING CRISIS OF TRAVEL AGENCIES WITH INNOVATION THEORY
Tourism industry is dramatically grown up and enhances Thailand’s economic. However, the growth of tourism industry in the mobility of globalization affects travel agencies which have been replaced by Online Travel Agency (OTA) because of the alternating of technology and the tourists’ behavior quickly switching. Government identifies the vision of Thailand to be Thailand 4.0 that focusing on, economy reform by innovation driving, management via technology. Government sector gives the assistance towards business owners in Small and Medium Enterprises (SMEs) for potential of organization by developing and emphasizing on research in organization. Including, encourage the quality of employees by focusing on competency development in skills, knowledge and attitude. The academic article aims to present the concept and innovation theory to travel agencies which travel agencies are able to adapt with company’s context to be survived in the globalization. Thus, the travel agencies can intergrade concepts and innovation theory in 6 dimensions: Product Innovation, Process Innovation, Management Innovation, Business Model Innovation, Marketing Innovation and Technology Innovation in order to be compatible with the fluctuation of tourists’ behavior in Thailand.
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