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Original Research

THE INFLUENCE OF CAUSAL FACTORS OF TOURISM ORGANIZATIONAL EFFECTIVENESS IN NORTHERN THAILAND

MULLIKA SANPAKDEE 1, SUDAWAN SOMJAI 2, and KOMSAN LAOSILLAPACHAROEN 3.

Vol 17, No 08 ( 2022 )   |  DOI: 10.5281/zenodo.7019095   |   Author Affiliation: Doctor of Philosophy Program in Development Management, Graduate School, Suan Sunandha Rajabhat University 1; Director, Doctor of Philosophy Program in Development Management, Graduate School, Suan Sunandha Rajabhat University 2; Lecturer at Doctor of Philosophy Program in Development Administration, Graduate School, Suan Sunandha Rajabhat University 3.   |   Licensing: CC 4.0   |   Pg no: 1627-1635   |   To cite: MULLIKA SANPAKDEE, et al., (2022). THE INFLUENCE OF CAUSAL FACTORS OF TOURISM ORGANIZATIONAL EFFECTIVENESS IN NORTHERN THAILAND. 17(08), 1627–1635. https://doi.org/10.5281/zenodo.7019095   |   Published on: 23-08-2022

Abstract

Tourism organizations are an important part in driving tourism and tourism industry more importance in the international. The effectiveness of an organization affects the competitiveness. The research objectives were to study: 1) the level of organizational culture, employee engagement, motivations, well-being and the tourism organization's effectiveness in northern Thailand; 2) influence of organizational culture, employee engagement, motivations and well-being on the effectiveness of tourism organizations in northern Thailand; and 3) the guidelines for enhancing the effectiveness of tourism organizations in northern Thailand. The research sample for the quantitative research part were 320 employees of tourism organizations in Chiang Mai. Data were collected with the use of a questionnaire and analyzed with a structural equation model. As for the qualitative research component, in-depth interviews were conducted with 16 key informants. The findings showed that: 1) the effectiveness of tourism organizations in northern Thailand was rated at the highest level; 2) organizational culture, motivations, engagement, and well-being had an effect on the organizational effectiveness, of which motivation had the highest direct influence; and 3) the guidelines for enhancing the effectiveness of tourism organizations in northern Thailand consisted of: (1) enhancing the performance of the tourism organizations’ employees leading to the increase in staff productivity; (2) creating social engagement among employees and their colleagues and the organization; (3) building motivation in a form of salary that is suitable with employees’ knowledge, abilities and responsibilities; (4) establishing well-being for employees in terms of working safety; and (5) creating a flexible culture which was and focused on employees’ participation within the organization. The research findings represented important information for entrepreneurs and related parties as they can be applied in establishing effectiveness for tourism organizations, and enabling them to have higher competitiveness.


Keywords

Organizational Culture/ Motivations/ Well-being/ Effectiveness of Tourism Organizations