The Influence of Entrepreneurial Readiness, Human Resources, Market Trends, and Government Policies on the Sustainability Effectiveness of Net-Zero Carbon Marine Tourism Businesses in the Gulf of Thailand

Abstract

This research aims to: 1) Study the levels of entrepreneurial readiness, human resources, market trends, government policies, and the sustainability effectiveness of net-zero carbon marine tourism businesses in the Gulf of Thailand.  2) Examine the influence of entrepreneurial readiness, human resources, market trends, and government policies on the sustainability effectiveness of net-zero carbon marine tourism businesses in the Gulf of Thailand. 3) Develop a model for the sustainability effectiveness of net-zero carbon marine tourism businesses in the Gulf of Thailand. This study employs a mixed-methods approach, combining quantitative and qualitative research. The quantitative research involved a sample of 300 marine tourism business operators, including diving businesses, tour boat operators, and beach tourism operators. The sample size was determined using the criterion of 20 times the number of observed variables. A multi-stage sampling method was used, and data were collected through questionnaires and analyzed using structural equation modeling. The qualitative research used in-depth interviews with key informants, including marine tourism operators, community representatives engaged in marine tourism activities, experts, and representatives from tourism organizations, totaling 100 individuals.   The research findings reveal that: 1) Entrepreneurial readiness, human resources, market trends, government policies, and the sustainability effectiveness of net-zero carbon marine tourism businesses in the Gulf of Thailand are at high levels. 2) Entrepreneurial readiness, human resources, market trends, and government policies significantly influence the sustainability effectiveness of net-zero carbon marine tourism businesses in the Gulf of Thailand at the 0.05 level.  3) The researcher developed a model named the "Operational Model for Advancing Net-Zero Carbon Marine Tourism in the Gulf of Thailand" for the sustainability effectiveness of net-zero carbon marine tourism businesses in the Gulf of Thailand.   Additionally, the qualitative research findings indicate that to enhance the sustainability effectiveness of net-zero carbon marine tourism businesses in the Gulf of Thailand, marine tourism operators must have knowledge of environmental management and an understanding of the net-zero carbon concept. They need to study new technologies to improve their skills in using technology and managing resources in operations. Building collaborative networks with government agencies, private organizations, and local communities, along with implementing green innovations in collaboration with communities to restore tourist attractions and attract visitors, and consistently using renewable energy in tourism processes are essential. The results of this research can serve as a guideline for formulating policies to enhance the sustainability effectiveness of net-zero carbon marine tourism businesses in the Gulf of Thailand in the future.