EFFECT OF INNOVATION AGILITY AND STRATEGIC MANAGEMENT AGILITY ON ORGANIZATIONAL AGILITY IN HOSPITALITY INDUSTRY OF THAILAND
Organizational agility is vital phenomenon among the organizations which has important role in business activities. However, achievement in organizational agility is not easy and require various strategies. Particularly, it is one of the challenges in hospitality industry. Thus, the objective of this study is to identify the factors influencing organizational agility. Organizational agility is considered in relation to the hospitality industry of Thailand; therefore, population of the study is the hotels working in Thailand. Questionnaire survey is preferred and 5-point Likert scale is used for data collection. 225 responses are used in data analysis. Results of the study reported that innovation agility and strategic management agility is important to promote organizational agility. Both these factors have influence to enhance customer attraction which further lead to the higher organizational agility. This study recommended to the hospitality industry of Thailand to promote organizational agility through innovation agility and strategic management agility.
Innovation agility, strategic management agility, customer attraction, organizational agility, hospitality industry Thailand.