Strategic Innovation Capability Influencing on Sustainability of the Hotel and Resort Businesses that have been Certified with Tourism Accommodation Standards in Thailand
Keywords:
innovation capability, innovation, sustainability of businessesAbstract
The purpose of this study was to examine strategic innovation capability influencing on sustainability of the hotel and resort businesses that have been certified with tourism accommodation standards in Thailand to create business sustainability through the consequential factors, namely, new idea enhancement, market driving encouragement, proactive activity support, risk acceptance and dynamic adaptation in order to achieve business sustainability. OLS regression analysis is used to analyze the relationships among these variables by using data from 249 hotel and resort businesses that have been certified with tourism accommodation standards in Thailand. The result indicated that 5 dimensions of strategic innovation capability have a positive impact on the business sustainability of the hotel and resort businesses that have been certified with tourism accommodation standards in Thailand and that have the most significant positive impact is proactive activity support at level .01, followed by market driving encouragement, dynamic adaptation, new idea enhancement and risk acceptance.
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