Supply Chain Management, Collaboration in Supply Chain, Competitive Advantage in the Development and Promotion of Health Tourism
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Abstract
This research aims to study the relationships and causal influences of supply chain management components, supply chain collaboration, and competitive advantage on the development and promotion of health tourism in community enterprises in the model herbal cities. The research is conducted using a quantitative approach, with the sample consisting of 420 community enterprises that produce herbal products in the model herbal cities across 9 provinces, including Nakhon Pathom, Saraburi, Prachinburi, Chanthaburi, Chiang Rai, Phitsanulok, Udon Thani, Surat Thani, and Songkhla. The sample was selected using simple random sampling. The research instrument used was a questionnaire. Data analysis was conducted using Structural Equation Modeling (SEM). The research findings indicate that the theoretical model and empirical data are consistent and meet the model evaluation criteria. Supply chain management, supply chain collaboration, and competitive advantage have a direct influence on the development and promotion of health tourism. This study contributes to expanding knowledge on supply chain management and wellness tourism of community enterprises in model herbal cities. The findings can be used as supporting information for policy formulation and for promoting supply chain collaboration to enhance competitive advantage. In addition, the results provide practical guidelines for community enterprises to apply in developing and promoting sustainable wellness tourism.
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