BUSINESS PARTNERSHIPS, PERSONNEL COMPETENCY, AND MARKETING STRATEGIES INFLUENCING THE SUCCESS OF TOURISM BUSINESS OPERATIONS IN THAILAND

Q1 Social Sciences Geojournal of Tourism and Geosites Pub Date : 2024-03-29 DOI:10.30892/gtg.52119-1196

Pisit Potjanajaruwit, Somsak Klaysung, Krisakorn Sukavejworakit

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Abstract

In this study, an attempt has been made to examine factors affecting the success of various types of tourism business in Thailand. A total of 100 copies of the questionnaires were given to operators and managers engaged in tourist businesses in Thailand. These respondents were chosen by Proportionate Random Sampling-a method that ensures an unbiased cross-section from every section of society. The statistical methods used in data analysis include percentage calculation ; determining a mean value for all readings ; assessing standard deviation; analysing frequencies and multiple regression analysis. Entrepreneurs in Thailand's tourism industry have indicated that for the success of their operations marketing strategy, personnel competency, and business partnerships are the most important factors. When the study carried out the hypothesis tests it showed that price, place, and product (the 4Ps of marketing mix) location, and physical surroundings on one hand skills of human resource management to bring employees together while business partnership are positively correlated with success in operating a tourism business statistically.

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影响泰国旅游业成功经营的商业伙伴关系、人员能力和营销战略

本研究试图探讨影响泰国各类旅游企业成功的因素。共向泰国旅游企业的经营者和管理者发放了 100 份调查问卷。这些受访者是通过按比例随机抽样的方法选出的，这种方法可确保从社会各阶层抽取不偏不倚的横截面。数据分析中使用的统计方法包括百分比计算、确定所有读数的平均值、评估标准偏差、分析频率和多元回归分析。泰国旅游业的企业家表示，营销战略、人员能力和商业伙伴关系是他们成功运营的最重要因素。在进行假设检验时，研究结果表明，价格、地点和产品（营销组合的 4P）、地理位置和自然环境、人力资源管理技能和商业伙伴关系与旅游企业的成功运营呈正相关。

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来源期刊

Geojournal of Tourism and Geosites Social Sciences-Geography, Planning and Development

CiteScore

3.90

自引率

0.00%

发文量

156

审稿时长

24 weeks

期刊介绍： GeoJournal of Tourism and Geosites is a scientific publication, with an international status. The Journal is issued under the aegis of the University of Oradea, Department of Geography, Tourism and Territorial Planning, Territorial Studies and Analysis Centre (Romania) and the Academy of Physical Education and Sports from Gdańsk, Faculty of Tourism and Recreation (Poland). At the initiative of an international group of specialists, based on an editorial and scientific committee with a wide international coverage, including leading figures in the field, in 2008 was published the first English issue of the GeoJournal of Tourism and Geosites. The printable format (2-3 issues per year) is supported by the on-line version. The journal aims to publish relevant contributions in tourism, geosites and other areas whose analysis is related to these fields, standing out through originality and scientific contribution to the knowledge and development of this area. An important objective is to promote academic and applied research based on interdisciplinarity with a complex local and global approach.