The Causal Relationship Model of the Best Practice for SMEs of the Thai Tourism Industry in Crisis and Business Continuity

Main Article Content

Jenasama Srihirun
Rachapong Khiewpan
Krairerk Klaysikaew
Nina Choeyada
Kamoltip Panyasit


The objectives of this quantitative research were 1) to study and develop a causal relationship model of the best practices for small and medium enterprises (SMEs) and 2) to examine the consistency of the causal relationship model of the best practices for SMEs of the Thai tourism industry in crisis and business continuity with empirical data. Collecting data with 770 sample sizes from staff in SMEs of 3 businesses in the Thai tourism industry, namely, hotel businesses, restaurant businesses, and tour operator and travel agency businesses in Thailand, using by multi-stage sampling. The instrument for collecting data was the questionnaire which had a reliability of 0.97. Data were analyzed using frequency, percentage, mean, standard deviation, Pearson's product moment correlation coefficient, and structural equation modeling (SEM). A causal relationship analysis was performed to determine the path of influence of the variables: 1) Business Model Canvas (BMC) 2) Business Continuity Plan (BCP) 3) Crisis Management (CM) 4) New Normal Concept (NN) and Best Practice. (BP). The findings revealed that the established causal relationship model was very consistent with the empirical data. The Chi-Squares statistics for the structural equation model were statistics gif.latex?\chi2 = 462.98 df = 507 p = .919 GFI = .966 AGFI = .960 RMR = .740.

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How to Cite
Srihirun, J., Khiewpan, R., Klaysikaew, K., Choeyada, N., & Panyasit, K. (2023). The Causal Relationship Model of the Best Practice for SMEs of the Thai Tourism Industry in Crisis and Business Continuity. Journal of Arts Management, 7(2), 749–769. Retrieved from
Research Articles
Author Biographies

Jenasama Srihirun, Faculty of Liberal Arts, Rajamangala University of Technology Thanyaburi, Thailand



Rachapong Khiewpan, Faculty of Liberal Arts, Rajamangala University of Technology Thanyaburi, Thailand



Krairerk Klaysikaew, Faculty of Liberal Arts, Rajamangala University of Technology Thanyaburi, Thailand



Nina Choeyada, Independent Researcher, Thailand



Kamoltip Panyasit, Faculty of Interdisciplinary Studies, Khon Kaen University, Thailand




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