UNLOCKING COMMUNITY-BASED TOURISM SUCCESS: A PLS-SEM ANALYSIS OF CAPABILITIES, INNOVATION, AND MARKETING IN THAI NETWORKS
DOI:
https://doi.org/10.14456/aisr.2025.34Keywords:
Community-Based Tourism, Network Management Capabilities, Community Innovation, Sustainable Tourism Development, Partial Least Squares ModelingAbstract
This study investigates the determinants of success for Community-Based Tourism (CBT) networks, developing an integrated model linking community potential, marketing, and innovation to network management capabilities and ultimate success. Data from 416 stakeholders in a 13-community Thai network were analyzed using PLS-SEM. The findings demonstrate that community potential, marketing, and innovation all significantly strengthen network management capabilities. However, only community marketing and innovation exert a direct positive effect on CBT network success; the direct effect of community potential is non-significant. The analysis reveals that network management capabilities fully mediate the relationship between community potential and success, and partially mediate the effects of marketing and innovation. The model explains 57.0% of the variance in network management capabilities and 63.3% of the variance in network success. These results underscore that internal community assets alone are insufficient for achieving sustainable tourism outcomes. Success depends on translating these foundational resources—through strategic marketing and innovation—into robust collaborative governance and coordinated action.
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Copyright (c) 2025 Athip JANSURI, Phitak SIRIWONG, Chanyaphak LALAENG, Phongkrit NANTANAKORN
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