The Mediation Effect of Business Model Innovation on Tourism Development of Hotel Business in Bangkok Metropolis
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Abstract
In this dissertation, the researcher analyzes (1) the causal relationship of the multifactor
influencing the tourism development of hotel business; examines (2) the influence of the
external environment on practices for crisis management, tourism policy, and business model
innovation; studies (3) the influence of practices for crisis management on business model
innovation and the tourism development of hotel business; investigates (4) the influence of
tourism policy on business model innovation and the tourism development of hotel business;
examines (5) the influence of a business model innovation mediator on the tourism
development of hotel business; and encourages (6) hotel business operators or tourism policy
planners to use research findings in business planning and related utilization.
The research methodology was a mixed-methods research approach. Qualitative data
were collected using the technique of in-depth interview with six key informants. Quantitative
data were collected using a questionnaire with 408 employees, executives, and hotel owners.
Data were analyzed using the structural equation model with a computer program.
Findings are as follows. (1) The external environment exhibited an influence on
practices for crisis management. (2) The external environment exhibited an influence on
tourism policy. (3) The external environment exhibited an influence on business model
innovation. (4) Practices for crisis management exhibited an influence on business model
innovation. (5) Tourism policy exhibited an influence on business model innovation. (6)
Business model innovation exhibited an influence on the tourism development of hotel
business. (7) Practices for crisis management exhibited no influence on the tourism
development of hotel business. (8) Tourism policy exhibited an influence on the tourism
development of hotel business.
Recommendations from research findings are as follows. Business model innovation as
a mediator exhibited an influence on the tourism development of hotel business at a statistically
significant level. It was passed on from the external environment, practices for crisis
management, and tourism policy. The influence path with the highest influence was the
external environment path towards the mediator of the business model innovation and towards
tourism development. The implementation of the business model innovation in hotel business
focuses on a change of concepts and the operation of business from the traditional way to be a
new style resulting in an increase in income. The emphasis is on a change in strategies to solve
problems that have not been solves before in order to increase competitiveness. This consists
of the value created for customers as ‘value creation’; proposals with additional value as ‘value proposition’; and the value business obtains from the change in strategies to solve problems as
‘value caption’.
Article Details
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