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The Effects of User Perceptions Factors on Intention to use Thailand Digital Center for Tourism and Hospitality Innovation |
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| รหัสดีโอไอ | |
| Creator | Aunchalee Hiranphaet |
| Title | The Effects of User Perceptions Factors on Intention to use Thailand Digital Center for Tourism and Hospitality Innovation |
| Contributor | Natapat Areerakulkan |
| Publisher | Doctor of Philosophy in Social Sciences Association Ramkhamhaeng University |
| Publication Year | 2569 |
| Journal Title | Ph.D. in Social Sciences Journal |
| Journal Vol. | 16 |
| Journal No. | 1 |
| Page no. | e279429 |
| Keyword | Model Development, Sustainable Tourism, Tourism Industry |
| URL Website | https://so05.tci-thaijo.org/index.php/phdssj |
| ISSN | 2985-0037 |
| Abstract | This research article aims to (1) study the implementation of innovation, tourism supply chain management, tourism supply chain efficiency, and sustainable tourism in Thailand's tourism industry; (2) examine the influence of innovation, tourism supply chain management, and tourism supply chain efficiency on sustainable tourism in Thailand’s tourism industry; and (3) develop a sustainable tourism model for Thailand's tourism industry. This study employed a mixed-methods research approach. The qualitative phase utilized purposive sampling and in-depth interviews with 9 key informants, with data analyzed through content analysis. The quantitative phase involved a sample of 640 participants, consisting of tour business operators and tour guides. Data were collected via questionnaires. The statistical tools used for hypothesis testing included confirmatory factor analysis (CFA) and structural equation modeling (SEM). Findings are as follows: (1) the overall factors related to tourism operations in Thailand were rated at a high level; (2) all variables showed statistically significant relationships at the .01 level, indicating positive correlations and relationships in the same direction; and (3) the developed model and management practices included key consumer-driven supporting factors such as the development of sustainable tourism prototypes, carbon emission considerations, and promotion of sustainability certification. These elements were consistent with empirical data |
