This article analyses how innovative management methods including collaborative networks, digital marketing, service quality, and supply chain management can bring increased potential performance for cultural tourism in the northeast of Thailand. To reveal the preconditions and factors like innovative management, service quality, digital marketing, and supply chain management that enable cultural tourism performance in Thailand's northeast, a survey was done utilizing a questionnaire and a simple random approach with key informants such as tourists. The findings imply that encouraging performance is dependent on innovative management, service quality, digital marketing, and supply chain management in cultural tourism.
The aim of the current study is to examine the effects of competitive advantage and digital marketing on tourism business performance (BP). The indirect effect of supply chain management (SCM) is also considered by the current study. Quantitative research approach is used and data collection is made through a survey instrument. 225 responses were received and used in data analysis to examine the relationship between variables. Five direct effect hypotheses and two indirect effect hypotheses are tested in this study. Smart PLS is used to test the direct and indirect relationship. It is found that; competitive advantage has a positive effect on BP. It also has a positive effect on SCM. Furthermore, digital marketing has a positive effect on BP. Similarly, digital marketing has a positive effect on SCM. Additionally, SCM is a mediating variable between competitive advantage and BP of the tourism industry.
The purpose of the present study is to investigate the role of competitive advantages and digital marketing on effective marketing in the tourism business of Thailand. In this study, the moderation role of price also determines effective marketing strategies. Digital technologies enable businesses to communicate with customers through advanced digital applications, though being responsive towards competitors with minimum resources. The facility for tourists to seek information regarding tourism services must be timely, correctly, and readily available through several digital technologies. The present study is a quantitative type, and a technological data collection method was used in the study. Copies of the questionnaire were emailed to the respondents who were IT, business, and marketing managers. Collected information sorted and analyzed through SMART-PLS. The analyzed results found that digital marketing and competitive advantages significantly influence marketing effectiveness. The moderating role of price is partially supported in this study. The results indicate that all hypotheses are supported except H5. The present study is essential to assess the digital marketing role in the tourism industry and helpful in marketing effectiveness.
The study can add to the existing literature on SMEs, service innovation, and dynamic capabilities by the identified mechanism. The way in which service innovation can be improved in SMEs has been explained in this research. The managerial and theoretical guidelines have been offered to achieve the competitive advantages based on service. This has been achieved by showing the way in which ACAP (dynamic knowledge capability) can be encouraged through internal and external collaboration. The study has used the SEM-PLS to analyse the data. The final sample comprises of 100 firms and response rate is 14.5 percent. It has been shown by the findings that both innovation types are derived through the similar mechanisms of knowledge. The positive influence created on product innovation by ACAP has been confirmed by previous research. The performance of service innovation can be influenced positively through use of external knowledge via RACAP. Therefore, the performance of service innovation can be achieved by an SME in manufacturing sector when it possesses the ability to use the relevant knowledge gained from external sources. Moreover, it must have the capability of assimilating and utilizing the acquired knowledge. It has been suggested by this research that employee collaboration should be ensured by SMEs in the process of service innovation. However, future studies can analyse the way in which the adoption of this mind set can be established by the manufacturing SMEs.
The study has examined the mediating role of environmental collaborations in the relationship manufacturing technologies and green innovation among firms in Thai sports industry. The response rate of the study is 47 percent. The hypotheses are aligned with the design of research questions and by using the smart PLS 3.1.2 which is also known as the second-generation multivariate data analysis, we have analysed the reliability and validity of the instrument by the assessment of structural and measurement model. The results show the important mediating role of internal environmental collaboration between the green innovation and modern manufacturing technologies. For the examination of fundamental mechanism, the current study has addressed the need for empirical study that how the adoption of modern manufacturing technologies increases the green innovation. The results have provided the beneficial extension of modern manufacturing technologies and green innovation by ensuring that for the firms it is important to understand the fundamental relation between the adoption of modern manufacturing technologies and fostering green innovation. Firstly, the current study we have imperially examine the association between modern manufacturing technologies and green innovation at measurement level and have incorporated modern manufacturing technologies as an ancestor of green innovation. Secondly, we have also developed complete theoretical model that with the use of modern manufacturing technologies how green innovation of the firm can get benefits with important mediator that is internal environmental collaboration. Thirdly with the context of developing economy the current study will increase the literature of green innovation. Our findings will be helpful for the managers of Thai sports industry that how to deal with problems in green innovation because of implementations of modern manufacturing technologies.
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