Online Media Management Processes in Modern Travel Service Enterprises: Pathways to Entrepreneurial Success in Northeastern Thailand

This study examines the administration and management processes of online media in modern travel service businesses, leading to entrepreneurial success in Northeastern Thailand. The objectives were (1) to investigate the perceptions of administrative processes in organizational structure, strategy, management systems, administrative methods, personnel, skills, shared values, and online media management in modern travel services, focusing on advertising, public relations, sales promotion, and personal aspects; (2) to assess entrepreneurial success in terms of finance, customers, internal business processes, and learning and growth; (3) to analyze the pathways of administrative processes and online media management in modern travel services that lead to entrepreneurial success in Northeastern Thailand. The study employed a quantitative research approach and the research instrument was a questionnaire administered to a sample size of 223 modern travel service entrepreneurs in Northeastern Thailand. Data analysis involved frequency distribution, percentages, mean, standard deviation, and structural equation modeling using Mplus software. The key findings show that the level of administrative processes, online media management, and modern tour services among entrepreneurs in Northeastern Thailand were all rated as high on average. The level of entrepreneurial success was also rated at a high average level. Moreover, the structural model revealed that: (3.1) Administrative processes had a direct positive influence on entrepreneurial success (path coefficient = 0.425), online media management (path coefficient = 0.931), and modern travel services (path coefficient = 0.240). (3.2) Online media management directly influenced entrepreneurial success (path coefficient = 0.271) and modern travel services (path coefficient = 0.725). (3.3) Modern travel services directly influenced entrepreneurial success (path coefficient = 0.298). (3.4) Administrative processes indirectly influenced entrepreneurial success through online media management (path coefficient = 0.216).(3.5) Administrative processes indirectly influenced entrepreneurial success through modern travel services (path coefficient = 0.072). (3.6) Administrative processes indirectly influenced entrepreneurial success through both online media management and modern travel services (path coefficient = 0.525).These findings provide a model that modern travel service entrepreneurs can adapt to develop their businesses sustainably, considering the specific characteristics of their operational areas in Northeastern Thailand.