มุมมองของผู้มีส่วนได้ส่วนเสียเกี่ยวกับการสร้างมูลค่าและความแตกต่าง ในธุรกิจการท่องเที่ยวฮาลาล

Thapanee Ruangsriroj; Penporn Pukahuta; ์Natnicha  Nisaisuk; Navinda Suetrong

Authors

Thapanee Ruangsriroj Faculty of Business Administration, Rajamangala University of Technology Isan
Penporn Pukahuta Faculty of Business Administration, Rajamangala University of Technology Isan
์Natnicha Nisaisuk Faculty of Business Administration, Rajamangala University of Technology Isan
Navinda Suetrong Faculty of Business Administration, Rajamangala University of Technology Isan

Keywords:

halal tourism, service innovation, value proposition, competitive advantage, business differentiation

Abstract

This research examines the factors influencing the value proposition within the halal tourism sector, with a specific focus on halal tourism attributes and tourism innovation. Utilizing a quantitative approach, data were collected via structured questionnaires from 274 tourism entrepreneurs in Thailand selected through purposive sampling. Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) were employed to assess the validity and reliability of the measurement model and to test the proposed hypotheses. The findings reveal that halal tourism attributes have significant positive impact on both tourism innovation and differentiated value creation. Additionally, tourism innovation significantly influences differentiated value creation, highlighting its crucial mediating role in enhancing business competitiveness. The structural model demonstrated strong explanatory power, accounting for 77.40 percent of the variance, which indicates that the proposed model effectively explains the variance in the value proposition. These results suggest that integrating halal-compliant services fosters transformative innovation, overcomes service constraints, enhance competitive advantage, and creates differentiated value for tourism businesses. This study contributes to the literature by validating Resource-Based Theory (RBT) and value creation frameworks within the halal tourism context, offering practical guidelines for government agencies and entrepreneurs to develop sustainable, competitive, and Muslim-friendly tourism services.

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