A CONCEPTUAL FRAMEWORK FOR THE ANTECEDENT AND CONSEQUENT OF SUCCESS IN MARKETING OF COMMUNITY-BASED TOURISM ENTERPRISE

Ratirath  Na Songkhla; Panida Ninaroon; Suwita Pruksaarporn

Ratirath Na Songkhla College of Innovation and Management Suan Sunandha Rajabhat University
Panida Ninaroon College of Innovation and Management Suan Sunandha Rajabhat University
Suwita Pruksaarporn College of Innovation and Management Suan Sunandha Rajabhat University

Keywords: Community-Based Tourism Enterprise, Marketing Management, the Antecedent and Consequent

Abstract

This paper aims to construct the antecedent and consequent of success in marketing of community-based tourism enterprise conceptual framework. The conceptual framework is conducted by doing literature review and document analysis. The results indicates that the antecedents, which are market orientation, organizational factors, and modern marketing management have an influence on success in marketing of community-based tourism enterprise. Therefore, the conceptual framework can be tested for the development of marketing efficiency guideline within the community-based tourism enterprise in order to display an empirical evidence. Finally, the results of this study would contribute to enhance the sustainable competitive advantage in community-based tourism enterprise.