TOURISM VALUE CHAIN MANAGEMENT IN UBON RATCHATHANI PROVINCE, LOWER NORTHEAST OF THAILAND

Abstract

            This article aims to 1) Study of tourism value chain management in Ubon Ratchathani province, 2) Create a Tourism Value Chain Management Model, and 3) Evaluate models that affect to performance of tourism service providers. Used mixed research methodology between quantitative research and qualitative research. The sample size was the tourist at 400 people and the tourism service provider at 400 people, the totals 800 people from more than 200,000 people. Defined the sample size to be 10 times of research variable and selected the sample by simple random sampling. Data analyze by various statistics and used Structural Equation Model (SEM). The findings found that 1) Tourism Value Chain Management has a positive direct effect influence on the Tourism Service Providers’s Performance at 0.94, with statistical significance at 0.01. 2) Tourism Supply has a positive direct effect influence on Tourism Value Chain Management at 0.95 and positive indirect effect influence on the Tourism Service Providers’s Performance at 0.90. 3) Tourism Supply construct, the most weight variable is Tourist Service View at 0.89. 4) Tourism Value Chain management construct, the most weight variable is Inbound Logistics at 0.89, and 5) Tourism Service Provider's Performance construct, the most weight variable is the Profit at 0.82. These findings, the tourism service providers can be used to planning for improve and potential enhancement to tourists services in the area