Impact of Innovation on Operational Efficiency of Tourism Community Enterprises in Thailand

Abstract

This research aims to the guideline for promoting the creation of entrepreneur’s innovation and the development of tourism community enterprises which, it can be used as a management tool to add product value, increase marketing channels, create income stability, sustainable related agencies, be used as a guideline for determining measures and formulating policies to promote the implementation of community enterprises and, service businesses. This research studies relationships between operator business efficiency (OBE) with the impact of innovation of tourism community enterprise (TCI), digital technology as a tool (DTT), access and disseminate information (ADI), electronic commerce transactions (ECT), business-driven innovation (BDI), creative entrepreneur's digital innovation (CEI), customer communication (CC), and information technology used in operations (IT). The research result came from questionnaire surveys. Data were analyzed using percentage statistics, frequency, reliability test by Cronbach’s Alpha, multiple correlation analysis, and multiple regression analysis. Digital innovation technology has an impact on the efficiency of community enterprise businesses. It was a tool for product development and innovation. Because entrepreneurs and customers use digital technology to access information, disseminate information, and electronic commerce transactions. Entrepreneurs bring their creativity and create their innovations. digital technology have significant positive impacts on the operator business efficiency (OBE).