Entrepreneurs' Perception and Behavior towards Environmental Management in Phuket's Tourist Areas
Keywords:
Sustainable Environmental Management, Entrepreneurs, TourismAbstract
This research aimed to 1) study entrepreneurs' perception of environmental problems, 2) examine their environmental management behavior, 3) analyze factors influencing their perception and behavior, and 4) propose guidelines to promote sustainable environmental management in Phuket's tourist areas. This study employed a survey research design, collecting data from a sample of 385 entrepreneurs, calculated using Cochran's formula. Data were analyzed using descriptive statistics and multiple regression analysis The findings revealed that entrepreneurs had a high level of overall perception of environmental problems (Mean = 3.90), but their overall environmental management behavior was at a moderate level (Mean = 3.25). Environmental perception was found to have a significant positive correlation with management behavior (p < 0.01). The most influential factor affecting environmental management behavior was the perception of environmental problems (Beta = 0.342), followed by education level and business type, respectively. Recommendations focus on developing infrastructure, enforcing regulations, creating incentives, and fostering multi-sectoral collaboration to drive Phuket towards becoming a sustainable tourism destination.
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