Integrated Marketing Communication, Transformational Leadership and Innovative Thinking Effect on Performance of Museum, Thailand
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Abstract
The relationship between the variables of the marketing communications mix. Transformational Leadership Innovative thinking patterns And results of operations in the context of a museum in Thailand. The objective of this study were to: 1) to study Integrated Marketing Communication Transformational Leadership and Innovative Thinking Effect on Performance of Museum, Thailand; 2) to study the influence of Integrated Marketing Communication Transformational Leadership and Innovative Thinking Effect on Performance of Museum, Thailand. This study employed a mixed research strategy which both quantitative and qualitative research methodologies were used to analyze the data. A questionnaire survey was used with participants from a random sample of 320 out of 1,355 museum in Thailand. The population of research had been selected from the museum list of local museum in Thailand database by Princess Maha Chakri Sirindhorn Anthropology Centre. The data were analyzed through Structural Equation Modeling (SEM). Confirmatory Factor Analysis (CFA) and test of Fit to see its consistency between the model and the empirical data. Along with survey method in-depth interviews from 18 museums was implied to confirm the survey findings. The results from this study that Integrated Marketing Communication, Transformational Leadership and Innovative Thinking have a significant effect on Performance of Museum in a positive direction at level .001 and has indirect on Performance of Museum. All Factors have positive direction at level .001 and this linear structure equation model of Integrated Marketing Communication, Transformational Leadership, and Innovative Thinking and Performance was fitted to the empirical data. As a result, it could be suggested that the museum in Thailand to understand the importance of Integrated Marketing Communication, Transformational Leadership, and Innovative Thinking and museum Performance to take advantage of the guidelines to developed museum in Thailand.
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