The Investigation of the Entrepreneurial Intention of the Younger Generation in the Tourism and Hospitality Industry

Abstract

The hospitality and tourism industry is considered as one of Thailand’s most important industries. This current study thus pursues to investigate the significant influences of subjective norms, attitudes toward hospitality, perceived behavioural control, and hospitality behaviour on the hospitality entrepreneurial intention. The data used for this current study was collected from 414 respondents from college students in tourism and hospitality programmes in Thailand. The data was systematically analysed adopting the statistical technique of Structural Equation Modelling after reliability and validity testing. The findings showed that perceived behavioural control, hospitality behaviour, attitude towards hospitality, and subjective norms, had positive influences on the hospitality entrepreneurial intention. The originality and benefits for the practitioners of this study included the expansion of the use of the theory of planned behaviour from the field of psychology into tourism, hospitality and entrepreneurship. The implications and practical recommendations included the government and agencies should enhance the positive image of the hospitality industry to create the positive attitudes towards the hospitality and tourism industry. In addition, policy makers, related hospitality managers and education institutions can provide supports, such as promoting clubs or associations for young entrepreneurs to raise the awareness and interests for becoming entrepreneurs in the future.