FACTORS AFFECTING THE BUSINESS SUCCESS IN TOURISM INDUSTRY OF NEW GENERATION ENTREPRENEURS IN WESTERN PART OF THAILAND

Abstract

The objectives of this research were to study the factors affecting the business success in tourism industry of new generation entrepreneurs in western part of Thailand. Samplings of this research were 402 new generation entrepreneurs who have tourism industrial business in the western part of Thailand which are in 5 provinces : Kanchanaburi, Samut Songkhram, Ratchaburi, Phetchaburi and Prachap Khiri Khan. The instrument for this research were the Rating Scale questionnaires which have the 0.91 reliability.The analyzed statisics were percentage, mean, standard deviation, Pearson Correlation Coefficient and Multiple Regression Analysis with Enter. The results found that customer factors, staff factors, marketing factors and economy factors which affected the success in tourism industry of new generation entrepreneurs in western part of Thailand was 0.05