A study of opinions on the components and indicators according to the McKinsey 7S Model of community-based tourism as social enterprises in Thailand. A study of opinions on the components and indicators according to the McKinsey 7S Model of Community-based Tourism as Social Enterprises in Thailand
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Abstract
This research aims to study of opinions on the components and indicators according to the McKinsey 7S Model of community-based tourism as social enterprises in Thailand. The study employed a three-step methodology: 1) Reviewing relevant research documents, 2) Conducting in-depth interviews with representatives from government agencies and CBT-SE prototypes (n=10) using semi-structured interviews validated for content accuracy (IOC=0.89), and 3) Conducting quantitative research by collecting data from a sample group of 55 community-based tourism destinations through questionnaires validated for content accuracy (IOC=0.84). Qualitative data analysis utilized content analysis, while quantitative data analysis employed descriptive statistics. The research findings indicate that the components within the McKinsey 7S Model of CBT-SE align with the criteria for registration under the Social Enterprise Promotion Act of 2019. These components include: 1) Organizational Structure, 2) Plans and Strategies, 3) Systems and Operations, 4) Shared Values, 5) Leadership Management Style, 6) Staff, and 7) Skills, with a total of 34 indicators. The perceptions of CBT towards these components and indicators are highly significant overall ( x ̅ = 4.31, S.D. = 0.85). When separated by dimension, leadership management style (x ̅ = 4.60, S.D. = 0.68) emerged as the most significant, followed by organizational structure ( x ̅ = 4.45, S.D. = 0.77). The least significant dimensions were shared organizational values ( x ̅ = 4.20, S.D. = 0.85) and staff skills (x ̅ = 4.13, S.D. = 0.83).
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