@article{Pongsiriyakul_Songsrirote_Wangcharoendate_2020, title={The Relationships between Online Marketing Strategy and Organizational Success of Tourism Businesses in Thailand}, volume={12}, url={https://so02.tci-thaijo.org/index.php/mbs/article/view/241517}, abstractNote={<p>The purpose of this study was to verify the relationships between online marketing strategy and organizational success of tourism businesses in Thailand.  A questionnaire was used for collecting data from 141 marketing executive of tourism businesses. The statistics used for data analyzing were mean, standard deviation, multiple correlation analysis, and multiple regression analysis. The results showed that online marketing strategy in the aspects of responses to market on time had a positive relationship with effect on overall organizational success. Therefore, marketing executive of tourism businesses in Thailand should focus on the importance of online marketing strategy, especially for the ability to learn a competitor. In order to give the businesses a competitive advantage, which will result in the success of the organization.</p>}, number={1}, journal={Journal of Accountancy and Management}, author={Pongsiriyakul, Nanthiporn and Songsrirote, Nitiphong and Wangcharoendate, Suwan}, year={2020}, month={Apr.}, pages={88–99} }