วิถีชีวิต ความเชื่อ การปฏิบัติการทางวัฒนธรรม การต่อรองเชิงอำนาจของผู้ประกอบการในอุตสาหกรรมความงามด้านเส้นผมไทย : ขีดความสามารถทางการแข่งขันอย่างยั่งยืนผ่านอัตชีวประวัติชาติพันธุ์วรรณนาเชิงวิพากษ์

Pichaya  Tuntiaumpaiwong; Phitak  Siriwong

doi:10.14456/psruhss.2026.14

Authors

Pichaya Tuntiaumpaiwong Faculty of Management Science, Silpakorn University, Phetchaburi 76120
Phitak Siriwong Faculty of Management Science, Silpakorn University, Phetchaburi 76120

DOI:

https://doi.org/10.14456/psruhss.2026.14

Keywords:

Lifestyle, Belief, Culture practices, Power negotiation, Thai hair beauty industry, Sustainable competitive advantage

Abstract

This study is a qualitative research employing Critical Autoethnography as its methodology. The objective is to investigate the lifestyles, belief systems, cultural practices, and power negotiations of entrepreneurs within the Thai hair beauty industry that contribute to the creation of sustainable competitive advantage. Data were collected through critical autoethnographic accounts integrated with insights from key informants amount fifteen key informants who are experts in the Thai hair industry. The findings reveal the cultural dynamics and power structures within the industry that dictate the existence, professional conduct, and sustainable competitiveness of the Thai hair beauty sector. The researchers used triangulation to verify the reliability of the data, checked the completeness of the data, and interpreted. The results of the study indicate that 1) The entrepreneurs' lifestyle is an integrated way of life that fosters long-term social engagement 2) The belief system serves as a framework that instills discipline, motivation, and professional identity 3) Cultural practices provide Thai services with a unique identity, creating experiential value that is difficult to replicate and 4) Power negotiation acts as a mechanism that determines patterns of survival, continuous adaptation, and the establishment of sustainability.

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