The aim of the current study is to examine the effects of competitive advantage and digital marketing on tourism business performance (BP). The indirect effect of supply chain management (SCM) is also considered by the current study. Quantitative research approach is used and data collection is made through a survey instrument. 225 responses were received and used in data analysis to examine the relationship between variables. Five direct effect hypotheses and two indirect effect hypotheses are tested in this study. Smart PLS is used to test the direct and indirect relationship. It is found that; competitive advantage has a positive effect on BP. It also has a positive effect on SCM. Furthermore, digital marketing has a positive effect on BP. Similarly, digital marketing has a positive effect on SCM. Additionally, SCM is a mediating variable between competitive advantage and BP of the tourism industry.

Internal marketing is considered as an academic, scientific, and commercial knowledge of improving the level of customer satisfaction. This branch of marketing science is largely influenced by quality management and service marketing, which emphasizes the importance and necessity of creating quality throughout the service delivery process. This field of marketing science discusses the relationship between the customers and internal suppliers of the organization (employees) in creating value for foreign customers, this can be appeared as a chain of value and a tool for developing the quality of products and services and inter-organizational and outsourced interactions within the organization (Ling, 2000). Today, domestic marketing is known as a strategy to improve the performance of the organization. Related studies in this realm show that internal marketing activities will improve the organization’s competitiveness and enhance competency through empowering and motivating employees. Despite the expansion of this concept in the marketing literature, practically little use has been made of it. The internal marketing argument is that the first customers of each organization are its employees. By examining the factors affecting internal marketing, it is clear that there are many factors that affect domestic marketing. Over the past 20 years, many models have evolved from domestic marketing. In this article 12 models of them will be covered in detail. Then, in the end, they will be criticized, and these models will be examined.

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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