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Tourism and hospitality management, Vol. 29 No. 2, 2023.

Original scientific paper

https://doi.org/10.20867/thm.29.2.4

The influence of key success factors on business growth for tourism business along Thailand’s Andaman coast: moderating role of location

Wipada Thaothampitak orcid id orcid.org/0009-0008-2099-6964 ; Prince of Songkla University, Trang Campus Faculty of Commerce and Management 102 Moo 6, Kuan Pring, Mueang, Trang, Thailand
Sippavit Wongsuwatt orcid id orcid.org/0009-0003-5344-6911 ; Prince of Songkla University, Trang Campus Faculty of Commerce and Management 102 Moo 6, Kuan Pring, Mueang, Trang, Thailand
Therdchai ChoibamroongI ; Professor National Institute of Development Administration Graduate School of Tourism Management 148 Moo 3, Khlong Chan, Bang Kapi, Bangkok, Thailand

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Abstract

Purpose – This research aimed to examine the influences of key success factors on business
growth. Additionally, it aimed to examine the moderating role of the location of the tourism
enterprise.
Design – Multiple regression was used and a variable selection tool was employed to test a
statistical model both for the aggregate and in the context of individual provinces.
Methodology – Quantitative research methods were used in this research.
Approach – The convenience sampling method was used. Data was collected from fourhundred and nineteen tourism enterprises along the Andaman Coast in Thailand using online
and in-person questionnaires.
Findings – The results showed a positive influence of some dimensions of key success factors
on business growth during the pandemic crisis COVID -19. In addition, the results showed
that business location played a positive moderating role.
Originality of the research – Key success factors are important concepts for business models
to improve and increase the growth of a company. However, there are few studies that
attempt to find out the key success factors in the context of tourism businesses that have been
significantly affected by the COVID -19 pandemic. Therefore, this research aims to fill a gap
in academic and practical discussions and implications.

Keywords

Andaman Coast; Business; Entrepreneur; Growth; Key Success Factor; Tourism

Hrčak ID:

300908

URI

https://hrcak.srce.hr/300908

Publication date:

27.4.2023.

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