The driving forces behind tourism social entrepreneurship: a case study of social entrepreneurs in Thailand

The aim of this study is to understand the development of social entrepreneurship from Thai tourism social entrepreneurs’ perspectives. Social enterprises in tourism prioritise social goals over financial ones, promoting positive impacts and sustainable practices. Thailand, as a country heavily reliant on tourism, has seen a rise in social entrepreneurship. It is evident that there is a lack of studies that focus on tourism social enterprises and what does exist are generally from the Western world and developed country contexts. This study contributes to the gap that exists and adds to the knowledge of tourism social entrepreneurship from a context that has been minimally explored, a Southeast Asian, developing country perspective. A qualitative research design was utilised, which included semi-structured discussions. By conducting thirty-one in-depth interviews with social entrepreneurs in the nation, the study aims to understand their motivations, roles, and operations in the sector. The research delves into the experiences and perspectives of social entrepreneurs, uncovering key events and motivations driving their journeys. The study explores the factors influencing Thai tourism entrepreneurs' engagement in social entrepreneurship, revealing the interplay between religion, culture, and values in shaping their pursuit of socially impactful initiatives and how these aspects have developed over time. The results indicate that engagement in tourism social entrepreneurship in Thailand links back to acknowledgement and appreciation for the late King Bhumibol Adulyadej and his sufficiency economy philosophy (SEP) as a critical underpinning of ‘doing good’ in the country. This mindset originates from Thai traditions, is a deeply rooted attitude of Thai society and is considered a cultural mindset that the practice of giving is an end in itself, without needing anything in return. Social entrepreneurship can act as an ally for the government’s efforts in alleviating issues and having this knowledge of what shaped tourism social entrepreneurship in the country allow for an understanding of the impact that social entrepreneurs and their goals have on the local community and the destination itself. The implications of the study go beyond academia and provide suggestions for policies, managing government relationships, and networking. The study also explores the most effective way to position the SE model in Thailand to increase awareness, appreciation, and appeal among Thai entrepreneurs.