Influences of Information Technology, Human Capital, Network and Innovative Management on the Performance of Tourism Business Organizations in the Southern Provinces of Andaman Sea

Abstract

The novel Coronavirus outbreak (COVID-19) has resulted in the worldwide economic downturn. It has also caused stagnation and recession for Thai tourism business in the first quarter of 2020. In order to deal with this problem, tourism business organizations have utilized innovations in their management in order to allow them to be able to adjust themselves and prepare for the current situation and any situations that may occur in the future. The objectives of this research were to: 1) study the current states of the performance of the tourism business organizations in the southern provinces of Andaman sea; 2) examine the influences of information technology, human capital, network, and innovative management on the performance of the tourism business organizations in the southern provinces of Andaman sea; and 3) develop an operational model for enhancing the effectiveness of the tourism business organizations in southern provinces of Andaman sea. This research employed a mixed research methodology combining quantitative and qualitative methods. For the quantitative research part, the sample consisted of 360 entrepreneurs of the tourism business organizations, selected via stratified sampling. The sample size was determined based on the criterion of 20 times the observed variables. Data were collected with the use of a questionnaire and analyzed with a structural equation model. As for the qualitative research component, in-depth interviews were conducted with 18 key informants who were experiential experts in the tourism business. They were selected by purposive sampling. Data were analyzed with content analysis. The findings showed that: 1) the performance of tourism business organizations in the southern provinces of Andaman sea was rated at a high level; 2) information technology, human capital, network, and innovative management had the influence on the performance of the tourism business organizations in the southern provinces of Andaman sea, and 3) the operational model for enhancing the effectiveness of the tourism business organizations in the southern provinces of Andaman sea which was developed by the researcher could be used by entrepreneurs in determining approaches for developing a competitive advantage and sustainability for their organizations. The findings of this research suggest that majority of the entrepreneurs emphasize on the concept of innovative management which consist of process orientation, outcome orientation, relation orientation, improvement orientation, and more rapid creation of success. These factors can lead the organizations to grow, even with low cost, because they can benefit from network and business alliances.