THE INFLUENCE OF KEY SUCCESS FACTORS ON BUSINESS GROWTH FOR TOURISM BUSINESS ALONG THAILAND’S ANDAMAN COAST: MODERATING ROLE OF LOCATION

Abstract

Purpose – This research aimed to examine the influences of key success factors on business growth. Additionally, it aimed to examine the moderating role of the location of the tourism enterprise. Design – Multiple regression was used and a variable selection tool was employed to test a statistical model both for the aggregate and in the context of individual provinces. Methodology – Quantitative research methods were used in this research. Approach – The convenience sampling method was used. Data was collected from four-hundred and nineteen tourism enterprises along the Andaman Coast in Thailand using online and in-person questionnaires. Findings – The results showed a positive influence of some dimensions of key success factors on business growth during the pandemic crisis COVID-19. In addition, the results showed that business location played a positive moderating role. Originality of the research – Key success factors are important concepts for business models to improve and increase the growth of a company. However, there are few studies that attempt to find out the key success factors in the context of tourism businesses that have been significantly affected by the COVID-19 pandemic. Therefore, this research aims to fill a gap in academic and practical discussions and implications.