The affecting of integrative logistics management influencing the marketing performance in high potential tourisms
Abstract
The objective of this mixed research were: 1) To study the factors affecting the marketing performance of tourism businesses in Thailand; 2) To provide the organizational marketing performance model. The instruments used were questionnaires and in-depth interviewing. The samples were 2,899 potential and registered firms who served only Middle East tourists. The samples of quantitative research were 352 firms with sample random sampling. Path analysis on data and quantitative research methods were used in purposive sampling on 5 firms. The finding concluded that integrative logistics affected significantly on marketing performance at the level of 0.007, trust affected significantly on marketing performance at the level of 0.026, personal interrelationship affected significantly on marketing performance at the level of 0.007, and validity measurement of marketing performance model was according to the assumptions.
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