Main Article Content
The objective of this research is to study and analyze the consistence of hypothetical model and empirical information of relation of quality of service, value-added innovation and electronic marketing influencing the direct and/or indirect affect to the performance of small hotels and guesthouses in Thailand to be taken as guideline for increasing the business profits in small hotel business in Thailand. The mixed method of both questionnaire and interview were used in this research. The representative samples were 400 samples of small hotels and guest houses (maximum 60 rooms) consisting of 13 in Bangkok, 100 in the central region, 79 in the North region, 52 in the Northeast region and 156 in the southern region. The Structural Equation Modeling (SEM) was used to analyze the data.
The research results were summarized as follows. All factors, quality of service, value-added innovation and electronic marketing had a positive influence on business profits. This implies that these three factors were direct factors for inducing profits of small hotels and guest houses business in Thailand. All three factors could increase business profits to small hotels and guest houses in Thailand. The entrepreneur could use this model for further development to improvement their competition competency.
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