RESEARCH ON IMPACT OF MARKETING CAPABILITIES, BRAND IMAGES AND COMPETITIVENESS ON BUSINESS PERFORMANCE OF TOURIST ENTERPRISES IN THUA THIEN HUE PROVINCE

Abstract

The research on progress relationship and impacts of marketing capabilities, brand images, competitiveness on business efficiency of tourist enterprises was conducted on the basis of a survey of 490 tourism enterprises' managers in Thua Thien Hue from March 2018 to July 2018. This study analyzed the data by Explorary Factor Analysis (EFA), Structural Equation Modeling (SEM). The results determined the relationship and level impacts of marketing capabilities, brand images, competitiveness on business performance of tourist enterprises. Based on these results, some implications are also considered to improve business efficiency for tourist enterprises.

Keywords: Organizational culture, marketing capabilities, brand images, competitiveness, business performance.