FACTORS AFFECTING THE SUCCESS OF RUNNING GREEN HOTEL BUSINESS IN THAILAND

Abstract

The objectives of this research are 1) to study the level of success of running green hotel business in Thailand. 2) to study factors affecting the success of running green hotel business in Thailand. A questionnaire was used to collect data from 223 green hotel business operators. Statistics were used to analyze the data, including frequency, percentage, mean, standard deviation, and multiple regression analysis. The results of the research found 1) the success of operating green hotel business in Thailand. Overall, it was found to be important at the highest level. When considering each aspect, it was found that the internal management process had the highest average. Followed by finance, stakeholder, and learning and growth, respectively. 2) The external environment of the organization, organizational management, strategic management, and innovation influence the success of operating green hotel business in Thailand by 60.5 percent.