CAUSAL FACTORS OF DESTINATION TOURISM MANAGEMENT AFFECTING BUSINESS RESULTS
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Abstract
Thailand is considered to have many famous tourist destinations. But it now is facing more intense competition when many countries have begun to change their policies by turning to focus on generating income from tourism businesses. Based on such a problem, this research study has the following objectives: (1) to study the causal factors of destination tourism management affecting business results; (2) to study the influences of the causal factors of destination tourism management affecting business results; and (3) to develop a model of the causal factors of destination tourism affecting business results.
This study is a mixed-method involving the quantitative and qualitative research methodologies. In the quantitative study, an online questionnaire was employed to collect data from the research sample consisting of 400 tourist operators and tourist guides in Thailand. In the qualitative study, the researcher conducted in-depth interviews of 6 tourism entrepreneurs and tourist guides classified by types of tourism business. The analysis results can be concluded that tourism image affects destination tourism management; tourism innovation affects destination tourism management; service quality management affects destination tourism management; tourism image affects business results; tourism innovation affects business results; service quality management affects business results; and destination tourism management affects business results. Therefore, tourism operators in Thailand can use the results of this research study for development of tourism strategies, promotion of tourism image, promotion of culture, and management of service quality in order to create competitive advantage for the tourism business.
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