The tourism industry remains a critical mechanism for driving Thailand's economic stability, yet secondary tourism cities like Ranong Province face significant challenges in retaining visitors amidst intensifying domestic competition. While destination image and marketing strategies are well-documented drivers of initial visitation, the mechanisms that convert these factors into sustained loyalty—specifically through the lens of innovation—remain underexplored. This research employs a mixed-method approach to investigate the causal relationships between tourism image, the marketing mix (10Ps), and service quality on tourist loyalty, with innovation management serving as a mediating variable. Quantitative data were collected via questionnaires from 520 Thai tourists who visited Ranong in the past year, analyzed using Structural Equation Modeling (SEM). Qualitative insights were derived from in-depth interviews with 16 key tourism stakeholders. The study posits that traditional marketing and service quality alone are insufficient for long-term retention; rather, they must be operationalized through process, product, and service innovation to foster genuine loyalty. The findings are expected to provide a strategic framework for entrepreneurs in secondary cities to transition from passive service delivery to active innovation management, thereby ensuring sustainable tourism development aligned with national economic policies.
Keywords: Ranong Province, Tourist Loyalty, Innovation Management, Tourism Marketing Mix, Service Quality.