Key Success Strategy of Inbound Tourism Management in Bangkok Thailand

Abstract

The research study was carried out to investigate actual key success strategy in inbound tourism management in Bangkok Thailand. The conceptual framework was developed from the competitive advantage theory, resource-based theory of tourism industrial organizations, and other contemporaneous research in tourism business success. Accordingly, the study considered the importance of the factors of innovation management strategy, competitive strategy, marketing strategy and business readiness. In this direction, this study employed quantitative research approach. Questionnaire was used for data collection. Data were collected from 340 managers of tourism business company. Finally, data were analyzed using the structural equation modeling (SEM) to examine the actual tourism business success of the organizations studied through all operational links in the innovation management strategy, competitive strategy, marketing strategy and business readiness. Results of the study found that innovation management strategy has positive effect on tourism business success. Competitive strategy also has positive effect on tourism business success. Furthermore, marketing strategy has positive effect on tourism business success. Finally, similar results were found in case of business readiness which shows the positive effect on tourism business success.