The Marketing Efficiency Development to Create Value-Added for Product and Service of Community-Based Tourism. Study Case for Phatthalung Province
The Marketing Efficiency Development to Create Value-Added for Product and Service of Community-Based Tourism. Study Case for Phatthalung Province
Author(s): Wit Wanvijit, Pawintana Charoenboon, Panida NinaroonSubject(s): Economy, Business Economy / Management, Marketing / Advertising, Tourism
Published by: ASERS Publishing
Keywords: marketing efficiency; value-added; community-based tourism;
Summary/Abstract: This study aims to examine the hypothesis and to carry out the path analysis of casual relationship influencing the marketing efficiency development to create value-added for product and service of community-based tourism; Phatthalung Province, Thailand. The findings are as follows. First, the hypothesis model matched with the empirical data by considering the value of CMIN/df = 1.596, p-value = .768, GFI = .976, AGFI = 0.972. RMR = 0.000, RMSEA = 0.005, NFI = 0.991, TLI = 0.998 and CFI = 0.999, respectively. The total effect of the causal variable having most effect towards the marketing efficiency development is the entrepreneurial orientation and all compositions explained the marketing efficiency’ s variance accounting for 71.90%. Second, the conceptual model of the causal relationship having effect towards the marketing efficiency development consists of one direct effect variable – the entrepreneurial orientation whereas there are 3 direct and indirect effect variables having effect towards the marketing competency; risk appetite, proactive operation and innovation capability.
Journal: Journal of Environmental Management and Tourism (JEMT)
- Issue Year: XII/2021
- Issue No: 01 (49)
- Page Range: 266-276
- Page Count: 11
- Language: English
- Content File-PDF