MARKETING INNOVATION EFFECTING THAILAND'S HOTEL BUSINESS PERFORMANCE

Jongdee Phugsarug

ABSTRACT:

This research aims to1). study the influence of marketing innovation on the performance of hotel business in Thailand and 2) to analyze patterns of direct influence, is the influence of marketing innovation on the performance of hotel business in Thailand, The population and the sample group this research uses quantitative research. Data from 200 hotel business operators, analyzing with descriptive statistics and a structural equation model (SEM). The results showed that marketing innovation influenced operation. It shows that creating the right marketing innovation is important to the performance of the hotel business. in Thailand, The results showed that marketing innovation influenced operation. It shows that creating the right marketing innovation is important to the performance of the hotel business. It is to satisfy and retain customers by offering quality products and services. In addition, more emphasis is placed on building a competitive advantage strategy, especially for the company's profitability performance.

KEYWORDS: Marketing Innovation, Competitive Advantage, Business Performance, Structural Equation Model, Thailand's Hotel Industry

DOI: 10.62788/b2W5n3P7dL

PUBLISHED IN: ICMIESS 2023 Conference Proceedings

DATE OF CONFERENCE: 1st - 2nd MAY 2023

CONFERENCE LOCATION: OKINAWA, JAPAN

PUBLISHER: EDUCATION STUDIO (THAILAND) CO., LTD.

ELECTRONIC ISBN: 978-616-7901-68-8

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