The Success with Long-stay Scandinavian Tourists in Pattaya

Abstract

The objectives of this research were to study the influences of entrepreneurial leadership, the support of the government, tourism marketing, and services cape that affected the success of long-stay tourism business for the Scandinavians in Pattaya. The study applied mixed-methods research. For a quantitative method, the population and a sample group included accommodation operators for long-stay Scandinavian tourists in Pattaya, in a total of 300 persons. For a qualitative method, the key informants were: 1) policy and planning analyst; 2) director of tourism and sports, Chonburi Province; 3) Thai and foreign accommodation operators; 4) long-stay tourism operators for the Scandinavians, both Thai and foreigners; and 5) Scandinavian tourists with long-term travel experience in Pattaya, in a total 10 persons. The tools used for collecting data were questionnaire and in-depth interview. The statistics used were percentage, average, standard deviation and structural equation model. The research findings showed that the entrepreneurial leadership, support of the government, tourism marketing, and services cape affect the success of long-stay tourism business for the Scandinavians in Pattaya as follows: the entrepreneurial leadership has the most influence on the success of business, followed by tourism marketing, support of the government, and services cape, respectively; The research findings could help the government sectors and operators to set strategic plans in promoting Pattaya to remain a desired destination for long-stay Scandinavian tourists.