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Prin Laksitamas
Wootichai Thepthiamthat
Sarayut Lekplipol
Chaiyapol Horrungruang


This research aimed at developing an ASEAN tourism marketing management model with competitive advantages based on the perception of Thai high-end tourists. The employed research instrument was a questionnaire with content validity passing the 0.50 criterion and reliability passing the 0.70 criterion.  The data were analyzed with second order confirmatory factor analysis.  The research findings indicated that the developed ASEAN tourism marketing management model with competitive advantages had goodness-of-fit with empirical data for 22 indicators of 5 components, excepting the second component which was the tourists’ negotiation in case of buyers’ capability to backward merging business (Factor Loading = 0.327). Each of the factors had convergent validity due to the construct reliability passing the over 0.60 criterion and the component weight factor passing the 0.40 criterion.


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Laksitamas, P., Thepthiamthat, W., Lekplipol, S., & Horrungruang, C. (2020). ASEAN TOURISM MARKETING MANAGEMENT WITH COMPETITIVE ADVANTAGED MODEL ACCORDING TO THAI HIGH-END TOURISTS’ PERCEPTION. Panyapiwat Journal, 12(1), 92-107. Retrieved from
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