Abstract
Competitive position in business activities is one of the challenges in the current competitive business market. Particularly, competitive position in U-don Thani Province, Thailand is not easy to achieve. To promote competitive business in in U-don Thani Province, this study proposed historical and cultural tourism. The objective of this study is to examine the role of historical and cultural tourism to gain competitive business position. This study used questionnaire for data collection from various business owners in U-don Thani Province, Thailand. Results of the study obtained with the help of Partial Least Square (PLS), a statistical tool to analyze the primary data. It is found that, competitive business position can be attained with the help of historical and cultural tourism activities. The promotion of historical and cultural tourism can enhance the business activities in U-don Thani Province, Thailand.
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