Abstract: This study aimed to conduct a confirmatory factor analysis to examine the structural consistency of sustainable tourism business development with empirical data. The sample consisted of 400 tour business operators in Thailand. A questionnaire was used as the research instrument, with an overall reliability coefficient of 0.90. The statistical methods applied included exploratory factor analysis, confirmatory factor analysis, and second-order confirmatory factor analysis. The findings revealed that sustainable tourism business development comprises four components based on the 4M theory: Machine, Material, Manpower, and Method, with factor loadings ranked in descending order. The results of the first-order confirmatory factor analysis indicated that all model fit indices met the acceptable criteria. Similarly, the second-order confirmatory factor analysis also showed that all indices met the required standards. The factor loadings were positive, ranging from 0.83 to 0.95, and were statistically significant at the 0.01 level. Among the components, Material had the highest factor loading at 0.95. The model fit indices demonstrated a good fit with the empirical data (p = 0.089, CMIN/DF = 1.312, GFI = 0.976, RMSEA = 0.028). Tourism business operators can apply this model in practice by placing a strong emphasis on the Machine component. Investments in pertinent machinery or technology can improve the quality of services and provide customers with more value.

Keywords: Confirmatory Factor Analysis, Second-order Confirmatory Factor Analysis, Sustainable, Tourism Business, Development, 4M theory

Pages: 495-503