A Causal Relationship Model of Factors Creative Economy Concept, Local Culture, Difficult to Imitate, Factors Driving Creative Economy Affecting to the Marketing Success and Competitive Advantage

Abstract

          Research objectives 1) To study the magnitude of importance in each component, namely the creative economy concept, local culture, difficult to Imitate, factors driving creative economy, marketing success and competitive advantage for community enterprises. and 2) To examine the appropriateness and harmony of the structural equation model of creative economy concept factors. local culture Difficulty in imitation Factors that drive the creative economy that results in marketing success and competitive advantage. Data were collected from 310 community enterprise operators in Bangkok and surrounding areas, using questionnaires as a research tool. The consistency values that were tested were between 0.60-1.00. Statistics used in the research include: confirmatory factor analysis and path analysis.
          The results of the research found that 1) when considering the importance of each component, it was found that observable variables of each component were found to be the appearance of the packaging aspect is representative of the product, the product has a unique design, the creation of products by combining local culture, the growth of tourism that affects the growth of product sales, the expansion of product lines and creating differences in products and services. And 2) the research results found that the research conceptual framework was appropriate and harmonious (Chi-square = 978, df = 489, p-value = 0.0000, RMSEA = 0.038, CFI = 0.93, GFI = 0.93) It was found that the most important path is the relationship between factors driving creative economy have a direct and positive relationship with marketing success.
         Recommendations for developing and modifying product characteristics to make them unique. Outstanding and unique, difficult to imitate Local culture must be combined with modern culture to create an extension of the product. Using technology used in community enterprises Together with managing products to be in demand by consumers through product design. Improve product quality Including promoting entry into new marketing channels, increasing product variety to be accessible to consumers of all ages. Along with releasing attractive content and packaging. including working together in the community Bring local workers and the elderly to work in their own local businesses.