Innovation Application Toward Strategic Development of Pattaya City Administration from Viewpoints of Visitors Visiting Pattaya City, Chonburi Province, Thailand

Abstract

This research investigated the application of innovation in the strategic development of Pattaya City administration from the perspective of visitors who visited Pattaya City, Chonburi Province, Thailand in January 2023. The study aimed to explore the level of innovation in Pattaya City administration, its strategic development, and the impact of innovation on strategic development. The research populations comprised of 400 visitors who responded to a questionnaire, and data analysis was conducted using statistical techniques such as frequency, percentage, average, standard deviation, correlation analysis, and multiple regression analysis. The study found that innovation was implemented at a high level in Pattaya City administration, with product innovation, strategic innovation, and process innovation being the most significant areas. Moreover, the strategic development of Pattaya City administration was identified as being at a high level, with strengthening sustainable support for a livable city, promoting the organization's potential towards becoming a regional hub, and developing towards a global tourism economy being key areas. The study also identified several innovation factors that influence Pattaya City's strategic development, including service innovation, process innovation, product innovation, social innovation, strategic innovation, and philosophical innovation. Overall, the study suggests that innovation is a crucial factor in the strategic development of Pattaya City administration. The findings provide valuable insights for policymakers and practitioners to enhance innovation and strategic development in Pattaya City. © 2023 WITPress. All rights reserved.