ปัจจัยพยากรณ์ความสำเร็จทางธุรกิจของผู้ประกอบการใหม่ด้านการท่องเที่ยวในจังหวัดเชียงใหม่

Abstract

The objectives of this study were (1) to investigate levels of grit, proactive behavior, social network, and business success of new tourism entrepreneurs in Chiang Mai province; and (2) to examine predicting power of grit, proactive behavior, and social network on business success of new tourism entrepreneurs in Chiang Mai province. The sample comprised of 390 new entrepreneurs in 5 groups; i.e. (1) product and service (2) tour operator (3) food and beverage (4) car rental, and (5) accommodation. The research instruments were a personal data questionnaire, entrepreneurs’ success scale, a social network scale, a grit scale, and a proactive behavior scale. The statistics used in data analysis were descriptive statistics, Pearson’s product moment correlation and hierarchical multiple regression analysis. The results of this study are as follows: 1. New tourism entrepreneurs in Chiang Mai province had moderate levels of grit, strong ties of social network, weak ties of social network, and business success. They, however, had a high level of proactive behavior. 2. Grit significantly predicted business success of new tourism entrepreneurs in Chiang Mai province (β = .16, p<.001). 3. Proactive behavior significantly predicted business success of new tourism entrepreneurs in Chiang Mai province (β = .31, p<.001). 4. Both strong and weak ties of social network significantly predicted business success of new tourism entrepreneurs in Chiang Mai province (β = .17,.14, p<.001).