The roles of Marketing innovation, social media marketing, brand Equity, and business performance of Tourism Business in Thailand

Abstract

The purpose of this research is to study the role of marketing innovation, social media marketing, brand value, and business performance of tourism businesses in Thailand. The related theories and literatures were reviewed. The empirical data from real areas was studied to use it as guidelines for creating a questionnaire as a research tool. The sample was 340 tourism companies registered as category-1 tourism with the Department of Tourism. Stratified random sampling was use. The descriptive statistics used consisted of mean and standard deviation. The results found that the means of marketing innovation, social media marketing, brand value, and business performance were at a high level.