Abstract
Pilot study is an essential initial step of a survey. The paper aims to explore the validity and reliability of the instrument in the pilot study stage before implementing large scale study of the mediating role of innovativeness between innovation strategy, organizational atmosphere, organizational culture and hotel performance in Thailand. The data were collected from 60 three to five stars hotel in Thailand. In this study using PLS-SEM 3.2.8 software for data analysis. The main results of the study found that content validity greater than 0.90, the cronbach’s alpha coefficient value of all the five constructs ranged from 0.747 to 0.928. Furthermore, the results of the composite reliability were above 0.70 which is acceptable confirmed that the instruments have a good reliability. Additionally, the results confirmed that the instruments were fit to be used for the actual study.
Highlights
The Travel and Tourism Competitiveness Index or TTCI showed that Thailand was ranked at number 34 in the world and number 3 in the Southeast and Southern Asia in term of attractive hotel accommodation (World Economic Forum, 2017)
The assessment of content validity is done through the opinions of expert panels (Crano & Brewer, 2002)
Content validity index (CVI) of the instruments was evaluated by three experts in the field of entrepreneurship and hotel management, one expert from the Universiti Utara Malaysia, one expert from Universiti Sains Malaysia and one expert from Thai hotel executive
Summary
The Travel and Tourism Competitiveness Index or TTCI showed that Thailand was ranked at number 34 in the world and number 3 in the Southeast and Southern Asia in term of attractive hotel accommodation (World Economic Forum, 2017). Thailand had a total 9,489 hotels in 2018 (Tourism Authority of Thailand, 2019). There are a several of the challenges effecting the hotels in Thailand such as the complaints on quality of service and other standards to the lower and middle level of the hotel (Departments of Trade Negotiations of Thailand, 2017). The performance of hotels in Thailand affected by its high operating cost, sale and marketing issues, management issues, employee low skill and lack of information technology and a number of hotel management have a traditional service and not emphasized by using technology and skill labor (Suriyathanin, 2017).
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