Factors affecting tour operator effectiveness in South Thailand

This paper aims to examine the effect of competitive advantage, business innovation, corporate social responsibility, media, adaptation, and human capital management on effectiveness tour operators in South Thailand. quantitative study used a questionnaire as research tool. Five hundred owners/executives Thailand were asked fill during survey; however, only 470 questionnaires accepted for further data analysis. Structural equation modeling (SEM) was hypotheses.According empirical results, significantly, positively, directly affect effectiveness. Moreover, innovation responsibility have significant, positive, but indirect through advantage. Whereas an insignificant, negative, direct Human also has innovation. shows that are, respectively, factors could increase operator’s In contrast, do not promote However, these results cannot be generalized, they may different if conducting other regions