Author(s): Satit Chuayounan, Nawaporn Ketsuwan, Nattawut Somyarone, Kamolpong Ratanasanguanvongs, Preeyachanok Ketsuwan, Wuthichai Chairinkam, Jaruwan Poshyananda, Niramol Promnil
The objectives of this research were to study the characteristics of cultural business entrepreneurship possessed by cultural business entrepreneurs. In this research, the comprehensive entrepreneurship of cultural products that are essential for basic livelihoods in four areas, namely food and beverages, small hotels and homestays, clothing and costumes, and herbal medicine, are covered. This analysis of the characteristics of cultural business entrepreneurship involved a mixed methods approach with the research divided into two sections, namely documentary research and in-depth interviews.
The results of the documentary study with a synthetic method indicate that the characteristics of cultural business entrepreneurship consist of five areas, which are personality, leadership, business competence, business reasoning and cultural awareness, with all five characteristics derived from the synthesis of the documents. The researchers conducted the qualitative data collection to study the meanings and indicators of all five characteristics and found that
1. The personality of cultural business entrepreneurs has two indicators, which are the need for achievement and having a positive attitude
2. The leadership of cultural business entrepreneurs that affects their success has two indicators, which are ability in networking and ability in communication
3. The business competence of cultural business entrepreneurs includes two indicators, which are creative thinking and business management competence
4. The business reasoning of cultural business entrepreneurs has two indicators, which are mental inclination and mental accounting.
This research also identified the characteristics that are different from the characteristics of entrepreneurs in general, as cultural business entrepreneurs must also have the cultural awareness characteristics of cultural business entrepreneurship because this allows them to be able to recognize opportunities in the use of cultural capital for creating value and business value.