Publication: The marketing efficiency development to create value-added for product and service of community-based tourism. Study case for phatthalung province
Issued Date
2021-01-01
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ISSN
20687729
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2-s2.0-85101100172
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Mahidol University
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SCOPUS
Bibliographic Citation
Journal of Environmental Management and Tourism. Vol.12, No.1 (2021), 266-276
Suggested Citation
Ratirath N.A. Songkhla, Wit Wanvijit, Pawintana Charoenboon, Panida Ninaroon The marketing efficiency development to create value-added for product and service of community-based tourism. Study case for phatthalung province. Journal of Environmental Management and Tourism. Vol.12, No.1 (2021), 266-276. doi:10.14505/jemt.v12.1(49).23 Retrieved from: https://repository.li.mahidol.ac.th/handle/123456789/76481
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Title
The marketing efficiency development to create value-added for product and service of community-based tourism. Study case for phatthalung province
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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.