Operational Guidelines for Human Capital and Innovative Tourism Entrepreneurs in Sustainable Tourism Perspectives: An Analysis of Tour Operators in The Andaman Provinces of Thailand


  • Yuttachai Hareebin Phuket Rajabhat University


sustainable tourism, human capital and service innovation capability


This research analyzed the performance and innovation of entrepreneurs within the tourism industry. Human capital and service innovation capability were identified as contributing factors to performance. This study employed a mixed-method approach. Qualitative data were obtained via interviews and note-taking from twenty entrepreneurs of southern tour operators in the southern part of Thailand. Quantitative data were collected from 360 administrators among tour operators in the provinces of Phuket, Phang-Nga and Krabi using probability sampling and a systemic random sampling technique. The data obtained were analyzed following descriptive analysis, and structural equation modelling was employed in the analysis of quantitative data. The findings revealed that the confirmatory factor analysis of Human Capital consisted of Social Capital, Entrepreneurship Orientation and Strategic Orientation, while the factors of Service Innovation Capability, involved Service Innovation Ideas, Technology Integration Ability and Business Co-creation Synergy. In addition, it was found that Social Capital, Entrepreneurship, Strategic Orientation and Service Innovation Capability have positive effects on Firm Performance. To achieve sustainable tourism, the entrepreneurs and related parties should seriously focus on strategies for promoting entrepreneurs, networking and innovative tourism policies.

Author Biography

Yuttachai Hareebin, Phuket Rajabhat University

faculty of management science



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