Effect of Service innovation, Service Quality, Competitive Advantage, and Supply Chain Management on Business Performance of Cultural Tourism Business in Thailand

Abstract

This study aims to analyze the relationships between these factors and how to boost the performance of the tourism business in Thailand, i.e., service innovation, supply chain management, and quality of services. The mediation role of supply chain management is also evaluated as this is an essential element in tourism business success. Globally, competition has increased due to innovative and sustainable practices in business operations, including effective supply chain management, which has become one of the main priorities of businesses because it is critical to achieving goals and maintaining a competitive edge. The current study applied purposive random sampling to choose a population for data and select 320 respondents to collect questionnaire-based information. Results found that the chosen factors significantly positively influence the tourism business performance in Thailand and the positive mediation effect of supply chain management between business performance and service innovation, service quality, and competitive advantages. Investigated factors are relevant to improve the tourism business performance and provide guidance to achieve efficiency and effectiveness in tourism with continuous efforts and considering the inevitable role of supply chain management. The investigated framework is helpful to improve the overall business performance and beneficial to thinking in tourism sectors.