Adaptation of Street Food Entrepreneurs During the COVID-19 Pandemic in Nakhon Ratchasima Province

Abstract

Purpose: The objectives of this study was to study the adaptation factors of street food entrepreneurs in the situation of the Covid-19 pandemic. Theoretical framework: The theoretical framework of research explains entrepreneurial adaptation and provides a conceptual foundation for understanding how entrepreneurs adapt to changing business environents. Which is related to the factors including: food innovation, entrepreneurial risk perception, and government measures. Design/Methodology/Approach: The research questionnaire was used as a tool to collect data from 400 samples of entrepreneurs who the street food entrepreneurs in Nakhon Ratchasima, Thailand. And use structural equation modeling (SEM) for data analysis and statistical analysis to examine complex relationships between variables and test theoretical models related to hypotheses. Findings: The results show that the effect of food innovation on entrepreneurial adaptation is partially explained by the influence of perceived risk. However, the government measures in Covid-19 pandemic play a role in mediating the relationship between food innovation and entrepreneurial adaptation. Research, practical & social implications: We recommended future studies could investigate how entrepreneurs can adapt their business models to ensure long-term sustainability and resilience in the face of future disruptions. Originality/Value: The findings of the research can potentially contribute to the development of strategies, policies, and support mechanisms to facilitate and enhance entrepreneurs' adaptation during times of crisis or uncertainty, such as the Covid-19 pandemic.