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.

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Now a days, in a competitive hotel market, brand loyalty is the major concern of hotels. Because the brand loyalty has vital importance for hotel industry to achieve higher performance. Hotel management and other practitioners are trying to identify and promote factors effecting the brand loyalty. Therefore, this study is attempted to examine the role of marketing strategy, service quality and customer relationship management (CRM) in brand loyalty among four-star hotels. Primary data collected from the four-star hotels of Thailand is used to examine the relationship between marketing strategy, service quality, CRM and brand loyalty. Data is collected through questionnaire and analyzed through Partial Least Square (PLS). Results of the study proved the important contribution of marketing strategy, service quality and CRM in brand loyalty. The combination between marketing strategy, service quality and CRM can promote brand loyalty among four-star hotels of Thailand. Therefore, management of four-star hotels should promote marketing strategy, service quality and CRM to enhance brand loyalty.

Developing loyalty among tourists who visit secondary cities of provinces in Southern Thailand represents a way to support entrepreneurs in the areas of tourist attractions and businesses that are part of the networks of tourist service provision. However, the promotion of tourist loyalty is crucial problem in Southern Thailand. Despite the significant growth of tourism industry in Thailand, still the tourist loyalty is needed to promote to achieve higher performance in tourism industry. To address this challenge, this study examined the role of tourist attraction potential, government policies, service innovation and travel intention on tourist loyalty. To achieve this purpose, this study considered mixed method approach and data collection is performed through questionnaire survey and interviews in Southern part of Thailand. Statistical tool is used to examine the relationship between variables. Results of the study investigated that; tourist attraction potential, government policies, service innovation and travel intention have vital contribution to promote tourist loyalty in Southern part of Thailand. This study recommended that the tourism management companies should promote tourist loyalty by promoting tourist attraction potential, government policies, service innovation and travel intention.