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Antecedents of Marketing Diversity Strategy: An Empirical Investigation of Hotel Businesses in Thailand |
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| รหัสดีโอไอ | |
| Creator | 1. Daranee Ketchompu 2. Prathanporn Jhundra-indra 3. Karun Pratoom |
| Title | Antecedents of Marketing Diversity Strategy: An Empirical Investigation of Hotel Businesses in Thailand |
| Publisher | Doctor of Philosophy in Social Sciences Association Ramkhamhaeng University |
| Publication Year | 2561 |
| Journal Title | Ph.D. in Social Sciences Journal |
| Journal Vol. | 8 |
| Journal No. | Special Issue (October) |
| Page no. | 279-297 |
| Keyword | Marketing Diversity Strategy, Survival Vision, Marketing Resource, Marketing Learning, Technology Change, Environmental Heterogeneity, กลยุทธ์ความหลากหลายทางการตลาด, วิสัยทัศน์เพื่อความอยู่รอด, ทรัพยากรทางการตลาด, การเรียนรู้ทางการตลาด, การเปลี่ยนแปลงทางเทคโนโลยี, ความแตกต่างด้านสภาพแวดล้อม |
| URL Website | https://www.tci-thaijo.org/index.php/phdssj |
| Website title | Ph.D. in Social Sciences Journal |
| ISSN | 2229-1148 |
| Abstract | This quantitative research objective is attempts to investigate the effects of antecedent factors and marketing diversity strategy. The data collection was designed to conduct with marketing executives of four to five star hotels in Thailand, 161 completed questionnaires mailed survey were used for data analyses. Factor analysis is used to test the validity of the instrument to confirm construct validity that the range between 0.509-0.936. The reliability testing is evaluated by using Cronbach's alpha coefficients, the result expressed between 0.805-0.969. Furthermore, this research employed the ordinary least squares (OLS) regression analysis for the hypotheses testing, which regression assumptions was analyzed. The findings indicated that the antecedents namely; survival vision, marketing resource, marketing learning, technology change, and environmental heterogeneity have positively effect on marketing diversity strategy. Consequently, marketing executive should accumulate all five antecedents in their businesses. |
