องค์ประกอบและตัวชี้วัดการสื่อสารความรับผิดชอบต่อสังคมขององค์กรอุตสาหกรรมไมซ์ ประเทศไทย

Abstract

This research aims 1) to determine the components and indicators of CSR communications of MICE industry in Thailand and 2) to analyze and validate these components and indicators of CSR communications. This research employs an exploratory sequential design with a mixed method of qualitative and quantitative research. Firstly, the qualitative data was collected from 10 key informants through unstructured in-depth interviews. In the second step, the quantitative data were obtained by means of questionnaires. A number of 144 questionnaires were returned. Statistics used for data analysis included basic statistics i.e. frequency, percentage, mean and standard deviation; and statistics for factor analysis were performed, i.e. Exploratory Factor Analysis (EFA), and Confirmatory Factor Analysis (CFA). The results confirmed 3 main components at the weight value between 0.90-0.97 and 8 sub-components at the weight value between 0.71-0.93. Each sub-component had 4 dimensions at a weight value between 0.92-0.99. In addition, there were a total of 160 indicators at the weight value between 0.01-0.7. Results of the 3rd CFA showed a significant consistency with the empirical data (Chi-Square =2.08, CFI =0.98 NFI =0.97 and SRMR = 0.053).