BUSINESS MANAGEMENT INNOVATIONS FOR COMPETITIVE ADVANTAGES IN THE DIGITAL ECONOMY ERA OF SMALL AND MEDIUM SIZED HOTEL OPERATORS IN NAKHON SI THAMMARAT PROVINCE

Abstract

The objectives of this study are: 1) To study the characteristics of entrepreneurs that affect the creation of competitive advantage in the digital economy era for small and medium sized hotel operators in the area of ​​Nakhon Si Thammarat Province. 2) To study innovation patterns that affect the creation of competitive advantage in the digital economy era for small and medium sized hotel operators in the area of ​​Nakhon Si Thammarat Province. The results of the research found that 1) Overall characteristics of entrepreneurs were found to be at a high level (average 4.00) when considering each aspect from highest to lowest average, including proactive work (average 4.02), followed by daring to face risks self-confidence (average 4.00), desire to succeed entrepreneurial inspiration (mean 3.99) and innovation ability (mean 3.97), respectively. 2) Business management innovation model to create competitive advantage in the digital economy era for Small and medium sized hotel operators. Overall, it was found to be at a high level (average = 4.00) when considering each aspect from highest to lowest average, including: Service innovation (mean = 4.01), followed by Marketing innovation (mean = 3.99) respectively. 3) The competitive advantage of the hotel business in the digital economy era for Small and medium sized hotel operators as a whole was found to be at a high level (average = 4.04) when considering each aspect from highest to lowest average, namely creating difference (mean = 4.07), followed by Cost advantage and focus on Market Focus (average = 4.04), respectively. 4) These 6 entrepreneurial characteristic factors can together explain the creation of competitive advantage in the digital economy era for medium and small sized hotel operators in the Nakhon Si Thammarat province area, the overall score was 8.20 percent (R² = 0.082), with factors that had a statistically significant effect as follows: The desire to succeed (B = 0.125, Sig. = 0.009) resulted in Statistically significant at the .01 level, while other factors had a non-statistically significant effect. 5) Both factors of the innovation model can together explain the creation of competitive advantage in the digital economy era for small and medium sized hotel operators in the Nakhon Si Thammarat province area, the overall rate was 1.50 percent (R² = 0.015) with no factors that had a statistically significant effect.