MODEL ADAPTATION TO CREATE A COMPETITIVE ADVANTAGE OF HOSPITALITY INDUSTRY FOR ENTREPRENEURS IN THE TOURISM SERVICE SECTORS IN BANGKOK AREA
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Abstract
The purposes of this research were (1) to study the level of a competitive advantage of hospitality industry for entrepreneurs in the tourism service sectors in Bangkok area. (2) To analyze the causal factors affected to the creation a competitive advantage of hospitality industry for entrepreneurs in the tourism service sectors in Bangkok area. (3) To create the model adaptation of hospitality industry for entrepreneurs in the tourism service sectors affected the competitive advantages. The sampling was 480 agents of entrepreneur in the tourism service sectors and 15 users in the tourism service sectors. Semi-structured interviewing was obtained by randomized sampling. The statistics used for the data analysis were percentage, mean and standard deviation; to use confirmedelements from the questionnaires and logical reasoning from interviewing.
The research fndings were (1) the competitive advantage of hospitality industry for entrepreneurs in the tourism service sectors was in the moderate level. To consider each side, cost advantage was in the high level, customer responses and difference in services were in the least level. (2) The analytical results were CMN = 289.401, DF = 207 were in the criteria, P = 0.041 was not in the criteria, and CMN/DF = 1.137, GFI = 0.914, AGFI = 0.891, PGFI = .493 were in the criteria. It points out that the research framework was consistent with the empirical information, and factor in modeling of structural equation was a suitable explanation of the competitive advantage of hospitality industry for entrepreneurs in the tourism service sectors in Bangkok area. (3) Under the structural equation, the marketing mixed factor was the best factor for predicting the competitive advantage; the indicators were price, marketing promotion and state supporting. The management resources factor – the indicators were marketing, budget and management; the general information factor (GNL) – the indicators were proportion of capital and business, in respectively. Moreover, the competitive advantage was the sequel of three factors in 72.4%
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