A Confirmatory Component Model Analysis of Marketing Innovation Factors to Promote Tourism of SMEs in Sakon Nakhon Province during the Covid-19 Era
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Abstract
This research aimed to study a confirmatory component model analysis of marketing innovations to promote tourism of SMEs in Sakon Nakhon Province during the Covid-19 era. The sample were 470 entrepreneurs of small and medium enterprises (SMEs) in 18 districts in Sakon Nakhon Province. The research tool was a questionnaire. and the statistics of confirmatory component analysis were used. The oblique rotation was applied by using Varimax and maximum likelihood estimation to verify the validity of the structural equation model. The results showed that a confirmatory component model analysis of marketing innovations to promote tourism of SMEs in Sakon Nakhon Province during the Covid-19 era consists of 3 components: 1) the application of innovative marketing processes, 2) new business processes, and 3) business information system using and control. The results of the assumption-based structural equation model were consistent with the empirical data, and a confirmatory component model analysis of marketing innovations to promote tourism of SMEs in Sakon Nakhon Province during the Covid-19 era was structural precision.
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