Towards a better understanding of food raft entrepreneurs’ ecological behaviour

Amonphat Sritharet, Umut Kadir Oğuz, Seza Zerman, Philaiwan Chompupor, Erose Sthapit, Brian Garrod, Faculty of Tourism and Hotel Management, Mahasarakham University, Maha Sarakham, Tourism Guidance, Safranbolu Faculty of Tourism, Karabük University, Tourism Management, Safranbolu Faculty of Tourism, Karabuk University, International Business, and Tourism, Faculty of Business and Law, Manchester Metropolitan University, School of Hospitality and Tourism Management, Sunway University, Department of Marketing, School of Management, Swansea University

Tourism and Hospitality Research

Published online on September 25, 2025

Abstract

Tourism and Hospitality Research, Ahead of Print.
This study examines entrepreneurs’ ecological behaviours, with a focus on raft restaurants along the Mun River in Thailand. Building on protection-motivation theory, a structural model was developed with environmental awareness, green attitude, green ...