CAUSAL FACTORS OF SERVICE INNOVATION OF TOURISM BUSINESS IN THAILAND

Abstract

Abstract—The purpose of this research was to study the relationship of causal factors consisting of entrepreneurial orientation, marketing orientation, and co-production services affecting service innovation of tourism business which were consistent with the empirical data. The sample in this research was tourists of tourism business which located in Bangkok, totaling of 400 people using snowball and convenience sampling method. Online questionnaires were used as a data collection tool. Statistics used in data analysis were Structural Equation Model (SEM) analysis by using statistical packages for analysis. The results showed that the model had good consistent with the empirical data with the level of statistical significance at 0.05. The results of the causal factors of service innovation of tourism business revealed that entrepreneurial orientation, market orientation, and service innovation had direct influence on satisfaction with the services of travel service businesses. while the co-production services had no direct influence on the satisfaction of service of the travel service business.