Factors influencing Sustainable Competitive Advantage in Hotel Industry of Chiang Mai
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Abstract
This article aimed to study (1) the effect of organizational learning capability on sustainable competitive advantage in hotel businesses in Chiang Mai Province, (2) the effects of absorptive capability, supportive organizational culture, competitive intensity awareness, and entrepreneurial behavior on organizational learning capability, and (3) the moderating effects of team-oriented leadership and innovation support on the relationship between organizational learning capability and sustainable competitive advantage. The sample consisted of 200 hotel operators and managers in Chiang Mai Province, selected by Convenience Sampling and Snowball Sampling. Data were collected using a validated questionnaire and analyzed using descriptive statistics and Structural Equation Modeling (PLS-SEM). The results revealed that: (1) organizational learning capability had a strong positive effect on sustainable competitive advantage (β = 0.577, p < 0.001). (2) absorptive capability (β = 0.245, p < 0.001) and supportive organizational culture (β = 0.200, p < 0.01) significantly enhanced learning capability while entrepreneurial behavior showed a positive coefficient; however, the effect was not statistically significant and competitive intensity awareness was not significant. (3) team-oriented leadership and innovation support did not significantly moderate the relationship between learning capability and sustainable competitive advantage. In conclusion, organizational learning capability serves as a key mechanism linking internal organizational factors to sustainable competitive advantage in the hotel industry, particularly in a highly competitive tourism context.
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References
ฝ่ายเร่งรัดการเก็บรายได้ กองคลัง องค์การบริหารส่วนจังหวัดเชียงใหม่. (2567). ข้อมูลจำนวนสถานประกอบการโรงแรมในเขตอำเภอเมือง จังหวัดเชียงใหม่. เชียงใหม่: องค์การบริหารส่วนจังหวัดเชียงใหม่.
เยาวภรณ์ เลิศกุลทานนท์. (2565). การพัฒนาการบริหารนวัตกรรมเพื่อเพิ่มคุณค่าการบริการให้แก่ลูกค้าของธุรกิจโรงแรมในประเทศไทย. (ปรัชญาดุษฎีบัณฑิต, มหาวิทยาลัยนเรศวร)
ศูนย์วิจัยและพัฒนาการท่องเที่ยว สถาบันวิจัยพหุศาสตร์ มหาวิทยาลัยเชียงใหม่. (2566). รายงานสถิตินักท่องเที่ยวจังหวัดเชียงใหม่. เชียงใหม่: ศูนย์วิจัยและพัฒนาการท่องเที่ยว สถาบันวิจัยพหุศาสตร์ มหาวิทยาลัยเชียงใหม่.
สำนักงานเศรษฐกิจอุตสาหกรรม. (2566). รายงานภาวะเศรษฐกิจอุตสาหกรรมปี 2566 และแนวโน้มปี 2567. สืบค้นจาก https://km.fti.or.th/wp-content/uploads/2024/01/%E0%B8%A3%E0%B8%B2%E0%B8%A2%E0%B8%87%E0%B8%B2%E0%B8%99%E0%B8%A0%E0%B8%B2%E0%B8%A7%E0%B8%B0%E0%B9%80%E0%B8%A8%E0%B8%A3%E0%B8%A9%E0%B8%90%E0%B8%81%E0%B8%B4%E0%B8%88%E0%B8%AD%E0%B8%B8%E0%B8%95%E0%B8%AA%E0%B8%B2%E0%B8%AB%E0%B8%81%E0%B8%A3%E0%B8%A3%E0%B8%A1.pdf.
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