ANTECEDENTS OF MARKETING INTELLIGENCE STRATEGY: AN EMPIRICAL INVESTIGATION OF TOURISM BUSINESSES IN THAILAND

เนื้อหาบทความหลัก

Wannasa Wangsankaew Prathanporn Jhundra-Indra Saranya Raksong

บทคัดย่อ

การศึกษาครั้งนี้มุ่งเน้นไปที่การตรวจสอบความสัมพันธ์ระหว่างตัวแปรต้นเหตุอันประกอบด้วย ปัจจัยภายใน ได้แก่ วิสัยทัศน์ระยะยาว ความสอดคล้องของทรัพยากรทางการตลาด และประสบการณ์ด้านการตลาดที่มีคุณค่า รวมถึงปัจจัยภายนอกซึ่งประกอบด้วย การเติบโตของเทคโนโลยีทางการตลาดและสภาพตลาดที่เอื้ออำนวย ที่มีผลต่อกลยุทธ์ความชาญฉลาดทางการตลาด ของธุรกิจท่องเที่ยวในประเทศไทย จำนวน 274 บริษัทโดยใช้แบบสอบถาม กลุ่มตัวอย่างคือ ผู้บริหารการตลาดและผู้จัดการฝ่ายการตลาด ใช้การวิเคราะห์ความถดถอยในการตรวจสอบและพิสูจน์สมมุติฐาน ผลการวิจัยพบว่าปัจจัยทั้งภายในและภายนอกมีผลต่อการสร้างกลยุทธ์ความชาญฉลาดทางการตลาด โดยเฉพาะอย่างยิ่งวิสัยทัศน์ระยะยาว ประสบการณ์ด้านการตลาดและการการเติบโตของเทคโนโลยีทางการตลาดนั้นเป็นตัวแปรสำคัญที่ก่อให้เกิดกลยุทธ์ความชาญฉลาดทางการตลาด

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