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Pilot study is an essential initial step of a survey. The paper aims to explore the validity and reliability of the instrument in the pilot study stage before implementing large scale study of the mediating role of innovativeness between innovation strategy, organizational atmosphere, organizational culture and hotel performance in Thailand. The data were collected from 60 three to five stars hotel in Thailand. In this study using PLS-SEM 3.2.8 software for data analysis. The main results of the study found that content validity greater than 0.90, the cronbach’s alpha coefficient value of all the five constructs ranged from 0.747 to 0.928. Furthermore, the results of the composite reliability were above 0.70 which is acceptable confirmed that the instruments have a good reliability. Additionally, the results confirmed that the instruments were fit to be used for the actual study.

annals of contemporary developments in management and hr

Examining the Mediating Role of Innovativeness on the Relationship between Innovation Strategy, Atmosphere, Culture and Performance of Hotel Industry in Thailand: A Pilot Study