The causal model for responsible tourism of 4 - 5 - Star hotels in the eastern region

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Pattaraporn Jiramahapoka
Patthareeya Lakpetch

Abstract

This study aimed to investigate the influence of responsible tourism on four- and five-star hotels. A questionnaire was used to collect data from a sample of 580 employees of four- and five-star hotels in Chonburi, Rayong, Chanthaburi, and Trat provinces in the eastern region of Thailand. The employees were selected by purposive sampling, and the data was analyzed by looking into structural equation models. The results showed that structural equation models were consistent with empirical data. The key finding is that motivation for social responsibility and business value is the most critical factors affecting responsible hotel tourism, followed by the perception of value creation benefits. The research results reflect the knowledge of socially responsible tourism, which is considered an extension of knowledge from previous studies applied to create shared values for society. The results can be used to guide the implementation of socially responsible tourism among stakeholders in the tourism and hospitality industry. This guide is divided into three areas: 1. economic aspect, product promotion, and service standards of local community products; 2. social aspect, education, and knowledge sharing; and 3. the environment. It encourages everyone to have individual conscience and public consciousness.

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บทความวิจัย (Research Articles)

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