SUSTAINABLE TOURISM SUPPLY CHAIN MANAGEMENT OF TOUR OPERATOR AND ITS DETEMINANTs: A Case of Thailand
نویسنده
چکیده
This research aims to measure the awareness and the implementation of tour operators (TOs) regarding to sustainable tourism supply chain management (STSM) and to explore the internal factors of TOs affecting their STSM implementation. The qualitative data obtained from interviewing with stakeholders and quantitative data collected from the survey of 130 tour operators in Chiangmai and Phuket provinces were utilized to answer the research objectives. The results reveal that the tour operators have awareness to STSM and implementation at high and rather high level, respectively, showing that there is an awareness gap. In addition, the study found the statistically significant difference between their awareness and implementation level regarding to STSM, indicating that there is an implementation gap. In addition, the value of profit margin earned is the variable that has significant effect on TOs’ STSM performance. Keyword: Tour Operator, Supply Chain, Sustainable Tourism Development
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