Organizational Innovativeness: The Empirical Study of Hotel Business in Southern Thailand
Pradthana Leekpai, Kaedsiri Jaroenwisan

Abstract
The purpose of the study was to investigate the influence of market orientation, learning orientation, and entrepreneurial orientation on organizational innovativeness in the hotel business in southern Thailand. Practical data were collected from 212 companies by means of a questionnaire. Stratified random sampling was used for the research methods and multiple regression analysis was employed for data analysis. This study identifies three factors that have positive impacts on the innovativeness of hotel businesses in southern Thailand. The result showed that learning orientation contained the most positive influence on organizational innovativeness (β=.447,p<.001) followed by market orientation (β=.436,p<.001) and entrepreneurial orientation (β=.242,p<.001).

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