Purpose: This qualitative study aims to explore how small and medium-sized enterprises (SMEs) and entrepreneurial ecosystems in Pattaya, Thailand, can empower the local economy to diversify beyond its traditional reliance on the tourism sector. It underscores the imperative of economic diversification for tourism-centric economies, especially in light of vulnerabilities exposed by global disruptions such as the COVID-19 pandemic. Method/Design/Approach: Employing a qualitative research design, the study utilizes in-depth interviews, focus groups, and participatory research methods with local entrepreneurs and stakeholders. This approach facilitates a comprehensive understanding of the experiences, strategies, and perceptions of those directly involved in Pattaya's SMEs and entrepreneurial ecosystems. Results and Conclusion: The research findings highlight a significant trend towards digital innovation and a reorientation towards local markets among Pattaya's SMEs. It uncovers the necessity for substantial investments in technology and digital infrastructure to enhance economic resilience and adaptability. Furthermore, the study accentuates the pivotal role of government in fostering an enabling environment through regulatory reforms, financial incentives, and infrastructure enhancements. The importance of educational initiatives in nurturing entrepreneurial skills and the critical involvement of the private sector and international organizations in supporting economic diversification efforts are also detailed. The conclusion posits that a collaborative, multi-stakeholder approach is vital for the sustainable economic development of Pattaya, moving beyond its traditional tourism-focused model. Originality/Value: This study contributes original insights into the challenges and opportunities for economic diversification in tourism-dependent economies, with a particular focus on Pattaya, Thailand. It offers valuable practical recommendations for SMEs, policymakers, and other stakeholders. Moreover, it underscores the importance of embracing digital transformation and fostering an entrepreneurial ecosystem as key strategies for achieving sustainable economic growth and resilience against global disruptions.

Small and medium-sized enterprises (SMEs) in the food and beverage industry play an important role in advancing economic, social and environmental sustainability in emerging economies. However, many resource-endowed SMEs remain unable to translate their potential into sustainable business outcomes. This study examines the factors influencing the business sustainability of food and beverage SMEs in Northeastern Thailand and explains how organizational capabilities are hierarchically structured to create sustainable competitive advantage. A mixed-methods design was employed. Qualitative in-depth interviews with entrepreneurship-incubation experts informed the development of the research instrument, while quantitative data were collected from 401 entrepreneurs in the three highest-GPP provinces: Nakhon Ratchasima, Khon Kaen and Ubon Ratchathani. Structural equation modelling was used to test causal relationships among strategic planning, finance and accounting, leadership, business knowledge, product development and external factors. The model demonstrated acceptable fit and explained 92% of the variance in business sustainability. Strategic planning emerged as the strongest direct driver, supported by business knowledge and product development as complementary capabilities. In contrast, finance, leadership and external factors showed no significant direct effects, suggesting indirect or contextual roles. The study proposes a Planning-Centric Sustainability Model and contributes to Resource-Based View and Dynamic Capabilities perspectives in emerging economies.

Background and Objectives: Despite the increasing presence of female restaurant entrepreneurs in Northeastern Thailand, many continue to face significant obstacles that threaten their survival. The regional Small and Medium-sized Enterprise (SME) growth rate remains weak, and the high turnover rate among female entrepreneurs stems primarily from limited financial resources, limited access to credit, and insufficient managerial skills. Existing research has not adequately examined external determinants influencing women’s entrepreneurial intentions, such as access to capital, materials, and labor; opportunities for experiential learning; advances in technology that enhance operational efficiency; and government support, including regulatory guidance and financial assistance. This study investigates how these elements shape the entrepreneurial decision-making of women in the Northeastern region. The results will guide policy formulation and facilitate initiatives to foster sustainable long-term growth of women-owned SMEs in the region. Methodology: A quantitative survey design with stratified sampling was employed. The sample consisted of 259 female entrepreneurs operating small and medium-sized enterprise restaurants across 20 Northeastern provinces. Data collection captured demographic and business characteristics. Descriptive statistics were used to summarize respondent profiles, while inferential statistics tested the research hypotheses. Multiple Regression Analysis examined the effects of resource availability, learning experience, technological advancement, and government support on entrepreneurial intention. Results: Resource readiness, including access to capital, quality raw materials, and skilled labor showed a strong positive influence on entrepreneurial intention (p < 0.05). Adequate resources increased confidence in starting and expanding a business while reducing operational risks. Learning experiences derived from practical work and training also had a significant effect (p < 0.05), emphasizing the value of experiential knowledge in informed decision-making. Technological advancement, particularly the use of online sales platforms and social media marketing, enhanced efficiency and expanded customer reach (p < 0.05). By contrast, government support was not statistically significant (p > 0.05), indicating that existing programs may not effectively meet entrepreneurs’ needs or may be difficult to access and utilize. Discussions: The findings highlight that resource readiness and learning experience are central to fostering entrepreneurial intentions among female restaurateurs. Access to necessary resources lowers entry barriers and strengthens competitiveness, while experiential learning enables entrepreneurs to adapt to shifting market conditions. Technology adoption further supports entrepreneurial intention by improving operations, marketing, and customer engagement factors essential for SMEs in highly competitive environments. The absence of significant impact from government support suggests that policies may be misaligned with real challenges or insufficiently implemented. A significant number of female entrepreneurs continue to rely on personal resources or local networks instead of structured government assistance. Conclusions: This study indicates that entrepreneurs should prioritize self-development by cultivating resources, accumulating experience, and applying technology to improve their competitiveness. Insufficient government support indicates that current approaches do not adequately address the genuine needs of these businesses. Policymakers should enhance support strategies to make them more targeted, including offering microfinance options tailored to the restaurant sector, delivering digital skills training specifically for female entrepreneurs, and establishing business networks that reflect industry characteristics.

This systematic literature review synthesizes existing knowledge on wellness tourism, a sector increasingly influenced by demographic, technological, health-related, and environmental changes. The adaptation of wellness tourism to these evolving conditions is closely linked to branding. However, the existing literature lacks a systematic conceptual framework that explains the relationship between organizational adaptation and wellness tourism brand development. This study aims to examine adaptation and branding in health tourism, identify key factors and organizational adaptive capabilities, explore research gaps in the relationship between organizational adaptation and brand value, and develop an integrated conceptual framework linking organizational adaptation to brand development in the health tourism business. This study conducted a systematic literature review in accordance with the PRISMA 2020 guidelines and employed thematic analysis to synthesize 36 selected articles that underwent screening and descriptive appraisal. The literature was retrieved primarily from Google Scholar and SAGE, covering the period from January 2020 to August 2026. The synthesis identified six key themes: leadership and strategic capabilities; digital technology and branding; safety, trust, and brand reputation; culture and brand identity; the environment and sustainable brand development; and tourist experiences. Based on these issues, this study proposes an integrated conceptual framework linking adaptation and branding in health tourism, addressing the gap in their integration within the literature. The framework supports future empirical research and provides insights for stakeholders to align their responses with destination branding strategies, while guiding future research and tourism management practices.

Small- and medium-sized enterprises (SMEs) in the food and beverage industry play an important role in advancing business sustainability in emerging economies. However, many resource-endowed SMEs remain unable to translate their potential into sustainable business outcomes. This study examines the factors influencing the business sustainability of food and beverage SMEs in Northeastern Thailand and explains how organizational capabilities are hierarchically structured to create sustainable competitive advantage. A mixed-methods design was employed. Qualitative in-depth interviews with entrepreneurship-incubation experts and entrepreneurs revealed that SME sustainability problems were closely associated with weak planning practices, limited market knowledge, informal financial systems, and insufficient product development capability. These insights informed the development of the research instrument. Quantitative data were then collected from 401 entrepreneurs in the three highest-GPP provinces: Nakhon Ratchasima, Khon Kaen, and Ubon Ratchathani. Structural equation modelling was used to test causal relationships among strategic planning, finance and accounting, leadership, business knowledge, product development, external factors, and business sustainability. The model demonstrated acceptable fit and explained 92% of the variance in business sustainability. Strategic planning emerged as the strongest direct driver, supported by business knowledge and product development as complementary capabilities. Finance, leadership, and external factors showed no significant direct effects. The study proposes a Planning-Centric Sustainability Model and contributes to Resource-Based View, Competency-Based View, and Dynamic Capabilities perspectives in emerging economies.