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Abstract

Innovativeness of Hotel Business in Southern Thailand 

The purpose of this study is to investigate types of innovation of the hotel business, to examine the level of innovativeness of the hotel business, and to identify the factors that have an impact on the innovativeness in the hotel business.

Quantitative method is used in this study. The data were collected from 212 hotels in southern Thailand in the database of the Tourism Authority of Thailand. The stratified random sampling is used. The questionnaires were mailed to the general manager.

The findings reveal that product/service is the innovation mostly adopted by the hotel business in southern Thailand, followed by marketing innovation, process innovation and organizational innovation. Overall, the hotel business in southern Thailand appears to have a high level of innovativeness. The results reveal that learning orientation and entrepreneurial orientation significantly influences innovativeness.