Abstract
The objective of this study is to identify the role of proactive market development for historical and cultural business competitiveness in Udon Thani Province. The problem is that the tourism businesses in Udon Thai province were failed to build the competitiveness of business in order to get a large share of the target market. To conduct this study, the questionnaire was prepared and provided to the people who are interested in tourism, and at the same time, from the employees of the tourism-related business to reach to the discussion. Therefore, the response of more than 400 individuals were collected and it was analyzed by using Smart PLS 3. Also, this study concludes that the tourism businesses should focus on business performance, and develop consumer behavior to build competitiveness in the market. Importantly, this study provides a pathway to the businesses of tourism in Udon Thani province, that is based on well understood, and not previously recognized ideas to the historical and culture-related tourism businesses, to improve their competitiveness.
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