DEVELOPMENT GUIDELINES FOR ORGANIZATIONAL BUSINESS MODELS IN THAILAND’S HEALTH TOURISM (A CASE STUDY OF THE SERVICE INDUSTRY: HOTELS, HOSPITALS, AND TRAVEL AGENCIES)
Keywords:
approaches for developing business models, health tourism in thailandAbstract
This research article aimed to examine guidelines for developing organizational business models within the health tourism sector in Thailand, focusing on the service industry group comprising hotels, hospitals, and travel agencies. The study employed a mixed-methods approach, integrating both quantitative and qualitative research methodologies. For the quantitative phase, purposive sampling was employed to select 159 participants holding supervisory or managerial positions. Data were collected using a Likert-scale questionnaire, demonstrating a high level of internal consistency, with an Index of Item-Objective Congruence (IOC) of .93. Data analysis was conducted using descriptive statistics—comprising percentage, mean, and standard deviation—as well as inferential statistics, specifically multiple linear regression analysis utilizing the enter method. For the qualitative phase, purposive sampling was again employed to conduct in-depth interviews with 13 individuals holding managerial positions. The collected qualitative data were analyzed using the content analysis method.
The quantitative results indicated that the emerging business model framework comprised six independent factors: 1) antifragile business model, 2) robust business model, 3) digital business model, 4) adaptive business model, 5) aided business model, and 6) innovative business model. Two variables—the digital business model and the innovative business model—were found to be significantly related to the development of organizational business models in Thailand’s health tourism sector. The overall multiple correlation coefficient was 0.320, with the two variables jointly predicting 10.20% of the variance at a significance level of .05. The standard error of estimate was 0.179.
The qualitative findings revealed that, from the perspective of executives, three key factors influenced the development of organizational business models in the health tourism sector: 1) antifragile business model, 2) digital business model, and 3) innovative business model. These three factors were consistently identified as critical to guiding the development of business models within health tourism organizations in Thailand.
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