This research aims to study causal factors affecting the performance of the Thai fruit wholesaling. The objectives were to 1) study the level of focus on entrepreneurial orientation value creation service innovation and business performance of Thai fruit wholesalers in Talaad Thai Pathum Thani Province 2) to create and test the structural equation model of the entrepreneurial orientation value creation service innovation and business performance of Thai fruit wholesalers in Talaad Thai Pathum Thani Province 3) to study the direct effect and indirect effect of entrepreneurial orientation value creation and service innovation influencing the business performance of Thai fruit wholesalers in Talaad Thai Pathum Thani Province. The sample group used in this research consisted of 600 Thai fruit wholesalers in Talaad Thai Khlong Nueng Subdistrict Khlong Luang District Pathum Thani Province. The instrument used for the data collection was a questionnaire using accidental sampling. Descriptive statistics such as frequency percentage mean standard deviation and inferential statistics such as correlation coefficient (r) and structural equation model (SEM) were used to evaluate the data. The research results revealed that the elements of the entrepreneurial orientation factors value creation service innovation and business performance were on average at the highest level. When testing the relationship between every element in the entrepreneurial orientation factor value creation service innovation and the business performance were found to have a statistically significant relationship. In the analysis of the structural equation model (SEM) it was found that service innovation was directly influenced by entrepreneurial orientation with a statistical significance of 0.01 with a coefficient of 0.877 and 77 percent of causal variables were predicted. The business performance was directly influenced by an entrepreneurial orientation value creation and service innovation with 0.92 -0.49 and 0.49 respectively indirectly influenced by entrepreneurial orientation with -0.064. The highest total effect on entrepreneurial orientation was 0.880. The entrepreneurial orientation and service innovation had a significant impact on business performance at 0.01 and had predictive coefficients of 78% and 85% respectively.

The objectives of this research were 1) to study factors that promote and support entrepreneurial skill building for students of the Faculty of Liberal Arts. Rajamangala University of Technology Phra Nakhon 2) Develop a learning model to enhance entrepreneurial capacity For students of the Faculty of Arts Rajamangala University of Technology Phra Nakhon which summarizes the results of the study as follows: The results of a study of elements and indicators of entrepreneurial competency for setting goals developing and evaluating student competency. with the research process to analyze the exploratory factor analysis (EFA) sample of teachers Faculty of Arts Rajamangala University of Technology Phra Nakhon found that the performance components of Entrepreneurship of students of the Faculty of Liberal Arts Rajamangala University of Technology Phra Nakhon consists of 4 competencies: (1) Competency in promoting holistic thinking: 14 indicators; (2) Evidence-based competency: 8 indicators; (3) Empowerment competence. and quality of care with 11 indicators and (4) ethical competency with 8 indicators of which 41 performance indicators out of a total of 42 indicators were accurate to the actual condition.

This research aims to 1) to study the personal factors of Thai and foreign tourists towards their buying decision making behavior in spa products; 2) to study the current situation of buying decision making behavior for the development spa products entrepreneurs to drive the strategy of Thailand 4.0 and 3) to create behavior patterns of purchasing decisions to develop spa product entrepreneurs driving the strategy of Thailand 4.0. The research used mixed methods qualitative and quantitative. The researcher applied qualitative methods by interviewing 21 selected key informants. The data obtained from qualitative was used to construct the questionnaires which were used to gather quantitative data and analyzed by multiple classifications. The researcher determined the sample size to represent the population using the G*Power program. The research tools used in this research were 1) an in-depth interview and closed-ended questionnaires for qualitative research and 2) a questionnaire obtained from the qualitative research using the Delphi technique as a reviewed questionnaire for quantitative research. The questionnaires were distributed to the 305 samples. The results of the hypothesis testing of personal data were as follows: gender nationality age education level source of information that brought them to Phra Nakhon Si Ayutthaya Province and participants traveling to Phra Nakhon Si Ayutthaya Province are the factors that affect buying decision making behavior spa product of model buying decision making behavior for the development spa products entrepreneurs to drive the strategy of Thailand 4.0 strategy. The result of hypothesis testing factors affect the buying decision making behavior for spa products come into 6 factors are local identity product usage buy as a souvenir repeated buying information from reliable sources and the interpersonal factor of entrepreneurs or salespeople. All of these results comply with the assumptions.

The purposes of the research were to study 1) entrepreneurial intention of students of Rajamangala University of Technology Phra Nakorn; 2) entrepreneurial characteristics of students of Rajamangala University of Technology Phra Nakorn and 3) predicting power of the students’ entrepreneurial characteristics on their entrepreneurial intention. The population were 375 third- and fourth-year students in every faculty enrolling in the academic year 2020. The research tool was questionnaires. The statistical data analysis was performed by frequency percentage mean and standard deviation. T-test One-way ANOVA Pearson Correlation Coefficient and Multiple Regression Analysis were used to examine hypothesis. The finding of the study: 1) Most of the students taking the questionnaires are female (62.40%) aged 21 years (43.70%) half of them are in the third-year (54.90%) and in the faculty of Business Administration (33.10%). Most of students’ fathers (38.70%) and mothers (45.10%) are business owners. 2) According to the students’ entrepreneurial intention it was at a moderate level (x̄= 3.95 S.D = 0.617). The highest mean score is a great willing for entrepreneurial intention after graduation (x̄ = 4.13 S.D = 0.901).The lowest mean score is no willing for entrepreneurial intention after graduation (x̄ = 3.43 S.D = 1.001). Reasons for entrepreneurial intention are to have their own businesses /or to be independent (81.65%). As for types of businesses they intend to become entrepreneurs of food/ restaurant/ cafeteria/ bakery shop (72.10%). 3) Due to the students’ entrepreneurial characteristics it was at a moderate level (x̄= 4.13 S.D =0.482). The highest mean score is Need for Achievement (x̄ = 4.22 S.D = 0.597). The lowest mean score is Risk Taking (x̄ = 4.02 S.D = 0.597). 4) There were significant differences in entrepreneurial characteristics of students’ sex age learning program fathers’ occupations mothers’ occupations and families’ income at 0.05 while there was no significant differences in entrepreneurial characteristics of students’ college years. 5) Predicting power of the students’ entrepreneurial characteristics on their entrepreneurial intention was .660. Three types of the students’ entrepreneurial characteristic factors on entrepreneurial intention were Autonomy Innovativeness and Risk taking.

The purpose of this research were to explore factors affecting success of medium size chain restaurant entrepreneurs and to present the keys success of medium size chain restaurant entrepreneurs. This research was mix methods research. The data of qualitative research were collected by In-depth Interview with two chain restaurant experts one president of the Thai Franchise & License Association three medium size chain restaurant entrepreneurs and six individual medium size chain restaurant customers. The data of quantitative research were collected by the questionnaire to 400 Thai medium size chain restaurant customers. Statistics for data analysis included frequency percentage average standard deviation and exploratory factor analysis (EFA). The results of this search showed that the factors affecting success of the medium size chain restaurant entrepreneurs were as follows 1) The factors affecting success of medium size chain restaurant entrepreneurs in management which included strategic planning good organization structure for chain restaurant clearly and defining the system well trained staff owned style of management and set share value. 2) The factors affecting success of medium size chain restaurant entrepreneurs in how to meet customer needs which included quality of service essential of social responsibility customer satisfaction in food quality right location and attractive promotion.